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3.

Methods of Needs Identification


For the development of healthy drink/food from Gynura procumbens, we

collected data from 75 respondents as a representation of our consumers. The


survey was conducted by an online survey and direct interview, and consists of 21
question that will help our analysis for market-based decisions. This method is
chosen because we can obtain various answers from respondents, particularly
answers that are unexpected by us. The targets of this survey are random
customers; varying from age, gender, occupation and income, about healthy food
or drink from Gynura procumbens.
Nowadays, health issues, such as diabetes, cholesterol, hypertension, cyst
and tumor, are a main concern in our society. Hence, we find that direct market
analysis method would be feasible for this product development. Therefore,
consumers expectation for this healthy food/drink product can be classified into
charts for a straightforward presentation. Afterwards, we then can conclude the
final product that we will develop based on consumers needs.
3.1.1 Direct Market Analysis
The aim of direct market analysis is to determine the consumers point of
view on herbal based food or drink by conducting an interview and online survey.
We find that this method is effective and adequate to classify the consumers
needs, notably to compare existing herbal food or drink product. From there on,
we can make innovations for our future product and compete in todays herbal
food or drink market.

3.1.2 Characteristics of Respondent


To generate data for developing consumers needs, we collected data from
75 respondents as a representation of our consumers. We categorized the
respondents by their gender, age group, occupation and income. The classification
is made to analyze different lifestyle and health conditions of our respondents.
The pie chart below shows the percentage of gender respondents.

Gender of Respondents

Male; 35%

Female; 65%

Male

Female

Figure 3.1 Gender of Respondents


(Source: Obtained from survey)

From Figure 3.1, we can see that most of our respondents are female with
a total of 65%, while the male respondents only cover 35%. This result may be
caused by more female respondents who are concern with health issues and
intrigued by herbal food or drink product.
We also classified our respondents by age groups to see which distribution
is concern with health issues. The age group respondents are shown on Figure 3.2.
Age Distribution
12% 3%
16%

69%

< 18 years old

18 - 25 years old

25 - 50 years old

> 50 years old

Figure 3.2 Age Distribution


(Source: Obtained from survey)

From the diagram above, we can see that most of our respondents are age
18-25 years old, with a total of 69%, while the second most respondents came
from age group of 25-50 years old, which is represented by 16% of our total
respondents. Other age groups that participated in this survey are >50 years old
and < 18 years old.
Next, we asked our respondents based on their occupation. We classified
four occupational groups that we find most likely to be potential consumers. The
percentage of market target is illustrated on Figure 3.3.

Occupation Distribution
6%

8%

21%
57%
8%

Students

Housewives

Businessman

Others

Employees

Figure 3.3 Occupation Distribution


(Source: Obtained from survey)

From the chart above, we can see that 57% of our respondents are
students, 21% are employees, 8% are housewives, 8% are other occupational
groups, and the rest is 6%, which represents businessman. Even though most of
our respondents are students, this does not eliminate the possibility that nowadays
young generation is also concern with health issues. Classifying occupation also
helps us to analyze their daily activities and life style, which correlates highly to
their energy levels and body endurance.
Apart from their occupation distribution, we also need to know that
income per month of our respondents. This response will help us to differ the low

income and high income respondents as well as gather information on product


price that is according to their preference.
Incomes of Respondents
9%
9%
12%
69%

Rp 0 - Rp 2.500.000

Rp 2.500.000- Rp.5.000.000

Rp 5.000.000 - Rp 7.500.000

> Rp 7.500.000

Figure 3.4 Incomes of Respondents


(Source: Obtained from survey)

Because the majority of our respondents are students, the result we obtain
from this question is that 69% respondents earn Rp 0 Rp 2.500.000. The rest
earns Rp 2.500.000 Rp 5.000.000, which is represented by 12%; 10% earns Rp
5.000.000 Rp 7.500.000; and 9% earns > Rp 7.500.000.
In the interest of creating a healthy drink or food, we wanted to know if
our consumers are familiar with common diseases that may be caused by life
style. From the figure below, we can see how many respondents know basic
knowledge on common diseases.

Consumers Knowledge About Common Diseases


5%

95%
Yes

No

Figure 3.5 Consumers Knowledge About Common Diseases


(Source: Obtained from survey)

From the chart above, we can see that 95% responses from our target market are
familiar with a number of common diseases that occurs in our society. However, the rest
of the respondents, which is 5% are not familiar with common diseases in our survey.
Next, we asked the respondents if they know about the common diseases that
occur in society nowadays. We provided 5 answers containing common diseases. From
the following figure, we can see which disease is most recognized.

Diseases That are Well-Known by Respondents


20%

21%

18%

20%

21%
Diabetes

Cholesterol

Cyst

Tumor

Hypertension

Figure 3.6 Diseases that are Well-Known by Respondents


(Source: Obtained from survey)

Figure 3.6 shows that the most recognized disease occurring are Diabetes
and Hypertension, where both received a 21% response from our target market.
Following that, cholesterol and tumor is also a common disease known, which is
represented by 20% of the total respondents. Lastly, cyst is known by our
respondents, where 18% respondents is familiar with this health issue.
Besides knowing their knowledge and familiarization on the before
mentioned common diseases, we also asked our respondents if they were even
diagnosed with one or more of the diseases. Figure 3.7 represents the responses.

Respondents that have been diagnosed with one of the Common Diseases
16%

84%

No, not yet

Yes

Figure 3.7 Respondents who have been Diagnosed with one of the Common Diseases
(Source: Obtained from survey)

The pie chart above shows that 84% of our total respondents have never
been diagnosed with any of the common diseases. This may be due to the fact that
the majority of our respondents have a relatively healthy current life style. On the
other hand, 16% has been diagnosed with one or more of the diseases mentioned.
While we know that all of our respondents might not have been diagnosed
with the diseases mentioned, we asked if they have any relatives that may have
been diagnosed with the fore mentioned diseases in this survey. For that matter,
the following figure shows the percentages.

dents that have Relatives that have been Diagnosed with One or More of the Common Dis
1%

99%
Yes, there is/are

No, there is/are not

Figure 3.8 Respondents who have Relatives that have been diagnosed with one of the Common
Diseases
(Source: Obtained from survey)

Figure 3.8 shows that nearly all of our respondents have relatives that have
been diagnosed with the mentioned common diseases. This is shown by the 99%
responses we received on this question. The remaining 1% of respondents
answered that they have no relatives diagnosed with the common diseases.
With this astonishing number, we also asked our respondents on what
common diseases are their relatives diagnosed with. From this question, we can
gather statistics on what health issue is their concern. The following figure shows
represents this question.

Diseases Diagnosed on Respondents' Relatives


19%

19%

22%

20%

20%
Diabetes

Cholesterol

Cyst

Tumor

Hypertension

Figure 3.9 Diseases Diagnosed on Respondents Relatives


(Source: Obtained from survey)

From Figure 3.9, we can see that most of the diseases have similar
percentages. This may be due to the fact that most of the respondents or the
respondents relative is suffering from more than one common disease. This is
why the percentage above shows an overlap of data of responses. With that being
said, we also sorted out data based on how many responded accordingly to each
disease. The graph below shows the number of overlapped data.

Diseases Diagnoses
70 Diabetes; 65
Cholesterol; 58
Hypertension; 58

60

Cyst; 54

Tumor; 56

Cyst

Tumor

50
40
30
20
10
0

Diabetes

Cholesterol Hypertension

Figure 3.10 Diseases Diagnoses


(Source: Obtained from survey)

From the bar graph above, we can conclude that most of the respondents
suffer from diabetes, with 65 people, followed by cholesterol and hypertension
with 58 people, tumor with 56 people, and lastly cyst with 54 people.
Next, we asked the respondents on their awareness and knowledge on the
causes of the occurrence of the fore mentioned diseases. The following figure
describes the responses.
Respondents' Awareness on Cause of Disease by Unhealthy Life Style
4%

96%
Yes

No

Figure 3.11 Respondents Awareness on Cause of Diseases

(Source: Obtained from survey)

The pie chart on Figure 3.11, shows that majority of the respondents are
aware and know that the cause of the diseases mentioned before is because of life
style choices and unhealthy life style. However, 4% of the respondents are not
aware and does not know that life style may be one of the contributing factors to
trigger those diseases.
Therefore, we also asked the respondents on the methods that has been
applied or implemented to overcome those diseases. This can be a rough
generalization of the methods common for the respondents and their relative.
Figure 3.12 shows the results.
Method of Treatment
9%
4%
52%

30%

5%
Chemical-based Medicines
Herbal medicine
Chemical-based Medicines and Healthy Lifestyle
Herbal Medicine and Healthy Lifestyle
Chemical-based Medicines and Herbal Medicines

Figure 3.12 Method of Treatment


(Source: Obtained from survey)

As seen on the pie chart above, more than half of the total respondents still
opt for chemical-based medicines for their method of treatment for the
aforementioned diseases. Coming in second, 30% of the respondents consume
chemical-based medicines and also maintain a healthy life style to prevent
unwanted diseases. On the other hand, only a small percentage of respondents
consume herbal medicine, herbal and chemical-based medicine, and herbal
medicine and maintain a healthy lifestyle as to treat certain diseases.

To gain more feedback from the respondents on herbal consumption, we


asked the respondents if they ever opted for herbal products as an alternative
healing method. The figure below shows the data.
Respondents who have Opted for Herbal Products for Treatments

31%

69%

Yes

Never

Figure 3.13 Respondents who have Opt for Herbal Products for Treatment
(Source: Obtained from survey)

Figure 3.13 shows that 69% of the respondents have opted or tried herbal
products as an alternative for healing methods. This means that the targeted
market is familiar with herbal medicine, methods of consuming it, and the basic
general main ingredients, such as well-known herbs.
For the interest of developing herbal-based food/drink, we asked the
respondents if they are familiar with the plant that is going to be the main
ingredient in our product. The following pie chart shows how familiar they are
with Gynura procumbens.

Respondents' Recognition Towards Gynura procumbens Existence

47%
53%

Yes

No

Figure 3.14 Respondents Recognition towards Gynura procumbens Existence


(Source: Obtained from survey)

From the chart above, we can see that 53% responses from our
respondents never heard about Gynura procumbens existence. However, the rest
of the respondents, which is 47% have already known about Gynura procumbens
existence.
Based on the result above, there are quite a lot people who have already
known about Gynura procumbens existence. Then, we asked about the
respondents recognition towards Gynura procumbens beneficial components. The
figure below shows the result.

Beneficial Components of Gynura procumbens that are Recognize by Respondents


27%

73%

Yes

No

Figure 3.15 Beneficial Components of Gynura procumbens that are Recognize by Respondents
(Source: Obtained from survey)

Respondents' Reaction Towards Gynura procumbens Food/Drink

12%

5%

26%
14%

21%
9%

14%

Great

Medication Alternative

Beneficical for Society

Proven Research

Interested in trying

Considering product
aspects

Want to try, depends


on flavor

Figure 3.16 Respondents Reaction Towards Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)

Product Form of Gynura procumbens Healthy Food/Drink


5%
29%

44%

23%

Agar

Jelly Drink

Juice

Others

Figure 3.17 Product form of Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)

Flavor and Aroma of


Gynura procumbens Healthy Food/Drink
17%

5%

7%
11%

11%

24%
25%

Natural

Grape

Apple

Honey

Strawberry

Others

Orange

Figure 3.18 Flavor and Aroma of Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)

Packaging Size of Gynura procumbens Healthy Food/Drink


1%
21%

21%

29%

29%

90 mL

150 mL

200 mL

250 mL

500 mL

Figure 3.19 Packaging Size of Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)

Desirable Packaging of Gynura Procumbens Healthy Food /Drink


8%
27%

16%

8%

25%

17%

Tetra Pack

Plastic Bottle

Plastic Glass

Can

Spout Pouch

Others

Figure 3.20 Desirable Packaging of Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)

Desired Price for Gynura procumbens Healthy Food/Drink


7%4%
32%
33%

25%
Rp 5.000 - Rp 7.000

Rp 7.500 - Rp 10.000

Rp 10.500 - Rp 15.000

Rp 15.500 - Rp 25.000

> Rp 25.000

Figure 3.21 Desirable Price for Gynura procumbens Healthy Food/Drink


(Source: Obtained from survey)