F. Market Study

CHAPTER 2
MARKET STUDY
This chapter directs to distinguish Chicken Pecker’s target market – the
target market they want to sell its product and services to and to whom it directs
its marketing efforts. In relation with this section, competitors of the business
were also identified as well as its marketing program.
Customers
The prospective customers of Chicken Pecker primarily are the students
around the vicinity. Others like residents and employee are the secondary source
of customers. These are those people who are willing to taste the savoury new
twist on Chicken dish.
Competitors
There are three primary competitors distinguished by the study: Juana’s
Budbod and Coffee, Hanayo Korean Restaurant and Perico . They cater
delicious and authentic specialty food around Manila. They also serve beverages
like bottled water and soft drinks.
Market Research
The project is located in the Manila’s University belt, so the respondents
were the students, residents and employees from places around U-belt.
Household population of San Miguel, Quiapo, Sampaloc at Santa Cruz which are
the districts in Manila that composes the University belt is 271,644 people
(based on the 2010 NSO survey at a growth rate of .44%)
Survey Analysis
Part I. Profile of the Respondents
Table 1shows the distribution of respondents according to age.
Table 1
Frequency Distribution of Respondents According to Age
Items Frequency Percentage Ranking
Below 20 years 169 42.3% 2nd
20-30 years 194 48.5% 1st
31-40 years 23 5.8% 3rd
41-50 years 12 3% 4th
51 years and above 2 0.5% 5th
Total 400 100%
12 2
23
Below 20 years
20-30 years
194 169 31-40 years
41-50 years
51 years and above
Figure 4
Frequency Distribution of Respondents Based on Age
The graph above shows us that the age range with the most number of
respondents is 20-30 years old. It has 194 respondents or 48.5%.The age range
below 20 years is42.3% or 169. The age range for 31-40 year-old is 5.8% or
14
23respondents. The age range 41-50 years old is 3% or 12 respondents and
0.5% or 2 respondents are for 51 years and above.
Table2 shows to the distribution of respondents according to Sex.
Table 2
Frequency Distribution of Respondents According to Sex
Male 149 37.3% 2nd
Female 251 62.8% 1st
Total 400 100%
149
251
Male Female
Figure 5
Frequency Distribution of Respondents According to Sex
The graph above shows us that the sex with the most number of
respondents is female. There are 251 female respondents or 62.80% and 149
male respondents or 37.50%.
Table 3 shows the frequency distribution of respondents according to who
are students.
Table 3
Frequency Distribution of Respondents According to who are Students
Yes 109 27.3% 2nd
No 291 72.8% 1st
Total 400 100%
15
109
291
Yes No
Figure 6
Frequency Distribution of Respondents According to who are Student
The graph above shows that most of the respondents are students,
represented by 109 out of 400 respondents or 27.3%and the remaining 72.8% is
composed by the non-student.
Table 4 shows to the distribution of the student respondents according to
their daily allowance.
Table 4
Frequency Distribution of Respondents According to their Daily Allowance
Daily Allowance Frequency Percentage Ranking
Below ₱100 72 24.7% 2nd
₱100-₱199 121 41.6% 1st
₱200-₱299 62 21.3% 3rd
₱300-₱399 22 7.6% 4th
₱400-₱499 8 2.8% 5th
₱500 and above 6 2.1% 6th
Total 291 100%
16
22
72
6
Below ₱100
8
₱100 – ₱199
₱200 – ₱299
₱300 – ₱399
62
₱400 – ₱499
₱500 and above
121
Figure 7
Frequency Distribution of Respondents According to Daily Allowance
The graph above shows that respondents with ₱100-₱199 daily allowance
are 41.6% or 121 of the total 291 student respondents. Student respondents with
daily allowance of below ₱100 totalled 24.7% or 72, followed by the students with
₱200-₱299 which comprises 21.3% or 62. While in the ₱400-₱499 and₱500 and
above brackets, they are represented by 8 and 6 respondents, respectively which
comprises 2.8% and 2.1%, respectively.
Table 5 shows the frequency distribution of respondents according to their
net monthly income.
Table 5
Frequency Distribution of Respondents According to their Net Monthly Income
Monthly Income Frequency Percentage Ranking
Below ₱10,000 4 3.7% 5th
₱10,000-₱19,999 35 32.1% 2nd
₱20,000-₱29,999 45 41.3% 1st
₱30,000-₱39,999 9 8.3% 3rd
₱40,000-₱49,999 2 1.8% 6th
₱50,000 and above 5 4.6% 4th
Total 109 100%
17
2 5 4
9
35
45
Below ₱10,000 ₱10,000-₱19,999 ₱20,000-₱29,999

₱30,000-₱39,999 ₱40,000-₱49,999 ₱50,000 and above
Figure 8
Frequency Distribution of Respondents According to
Net Monthly Income
The graph above shows us that the net monthly income range with the
most number of respondents are ₱20,000-₱29,999 represented 41.3% or 45 out
of the 109 non-student respondents. Next are those who earn ₱10,000-₱19,999
represented by 32.1% or 35 respondents. Third and fourth are those who fall on
the no income and ₱30,000-₱39,999 brackets with both 9 respondents which
comprised 8.3%. Then those with ₱50,000 and above represented 4.6% or 5
respondents while the brackets below ₱10,000 and ₱40,000-₱49,999
represented 4 and 2 respondents, respectively having the 3.7% and 1.8%,
respectively.
Table 6 shows the frequency distribution of respondents according to their
highest educational attainment.
18
Table 6
Frequency Distribution of Respondents Based on
Highest Educational Attainment
Highest Educational Attainment Frequency Percentage Ranking
High school undergraduate 19 4.8% 4th
High school graduate 30 7.5% 3rd
College undergraduate 109 27.2% 2nd
College graduate 242 60.5% 1st
Total 400 100%
19
30
109
242
High school undergraduate High school graduate

College undergraduate College graduate
Figure 9
Frequency Distribution of Respondents According
To their Highest Educational Attainment
The graph above shows us that the highest educational attainment of
college graduate has the most number of respondents. It represents 242 out of
400 respondents or 60.5%. The college undergraduate with 27.2% or 109
respondents. The high school graduate bracket is 7.5% or 30 respondents while
the high school undergraduate is represented by 19 respondents with 4.8%.
Part II. Preference of the Respondents
This part of the survey questionnaire refers to the perspective of the
respondents such as products usually bought in a food stall, frequency,
19
willingness to buy specialty food, factors considered in buying, budget, preferred
style and preferred meal.
Table 7 shows the frequency distribution of respondents according to what
products they usually buy in a specialty shop.
Table 7
Frequency Distribution of Respondents According to what
Products they usually buy in a Specialty shop
Products Frequency Percentage Ranking
Grilled food items 224 56% 1st
Sizzling food items 176 44% 2nd
Total 400 100%
176
224
Grilled food items Sizzling food items
Figure 10
Frequency Distribution of Respondents Based on the Food
Respondents Usually Buy on a Specialty shop
The graph above shows that most of the respondents usually buy grilled
food items represented by 224 of the total respondents gaining 56% while the
remaining 176 respondents with 44% fell on the sizzling food items bracket.
Table 8 shows to the distribution of respondents buying specialty foods.
20
Table 8
Frequency Distribution of Respondents According to Buying Specialty Foods
Yes 313 78.3% 1st
No 87 21.7% 2nd
Total 400 100%
87
313
Yes No
Figure 11
Frequency Distribution of Respondents According to Buying Specialty Foods
The graph above shows us that most of respondents buy specialty foods
as represented by 313 out of 400 respondents or 78.3% while the remaining 87
or 21.7% answer no.
Table 9 shows to the distribution of respondents according to their willing
to buy Toknengo.
Table 9
Frequency Distribution of Respondents According to who are
Willing to buy Toknengo
Yes 379 94.8% 1st
No 21 5.2% 2nd
Total 400 100%
21
21
379
Yes No
Figure 12
Frequency Distribution of Respondents According to Who are
Willing to buy Toknengo
The graph above shows us that most of respondents willing to buy
specialty foods dominated with 94.8% or 379 out of the 400 respondents. Those
who answered no comprise 5.2% or 21 respondents.
Table 10 shows to the distribution of respondents according to their
frequency buying in a food stall.
Table 10
Frequency Distribution of Respondents According to how
Frequent they buy in a Specialty Shop
Daily 81 20.25% 2nd
Weekly 191 47.75% 1st
Monthly 79 19.75% 3rd
Semi-Annually 32 8% 4th
Annually 17 4.25% 5th
Total 400 100%
22
32 17
81
79
191
Daily Weekly Monthly Semi-Annually Annually
Figure 13
Frequency Distribution of Respondents According to how
Frequent they buy in a Specialty Shop
The graph above shows us that the frequency of buying with the most
number of respondents was weekly. It has47.75%or 191 respondents are willing
to have a weekly frequency of buying in a food stall. It is followed by the daily
bracket with 20.25%or 81 respondents. Third is the monthly bracket as
represented by 79 respondents or 19.75%while those who answered annually
and semi-annually are 17 with 4.25%and 32 with 8%.
Table 11 shows to the distribution of the respondents according to the
factors they consider in buying Toknengo.
Table 11
Factors Considered in Buying Toknengo
Items Frequency Ranking
Brand reputation 177 5th
Health benefits 256 3rd
Reasonable price 291 1st
Remarkable taste 290 2nd
Unique quality 190 4th
23
400
300
200
100
0
Brand reputation Health benefits Reasonable price Remarkable taste Unique quality
Figure 14
Frequency Distribution of Respondents According to factors
They Considering Buying Toknengo
The graph above shows that the reasonable price and remarkable taste
are two of the factors that the respondents consider in buying specialty foods
while the brand reputation is the least of the respondents concern.
budget when buying Toknengo.
Table 12
to Budget for a Toknengo
₱50-₱75 122 30.5% 2nd
₱76-₱100 160 40% 1st
₱101-₱125 53 13.25% 3rd
₱126-₱150 25 6.25% 5th
More than ₱150 40 10% 4th
Total 400 100%
24
40
25
122
53
160
₱50-₱75 ₱76-₱100 ₱101-₱125 ₱126-₱150 More than ₱150
Figure 15
to Budget for aToknengo
The graph above shows us that the budget range with the most number of
respondents is₱76-₱100. The ₱50-₱75 which is represented by 122 or
30.5%.Then ₱101-₱125 with 53 respondents or 13.25%. The budgets ₱126-
₱150 and more than ₱150 are represented with 25 and 40 respondents
respectively with 6.25%and 10%, respectively.
Table 13 shows to the distribution of respondents according to the time of
eating Toknengo.
Table 13
the Time of Buying Toknengo
Breakfast 47 11.75% 2nd
Lunch 221 55.25% 1st
Dinner 132 33% 3rd
Total 400 100%
25
47
132
221
Breakfast Lunch Dinner
Figure 16
the Time of Buying Toknengo
The graph above shows us that the time of the day for buying an
empanada with the most number of respondents was lunch. It is represented by
221 out of 379 respondents which composes 55.25%. Respondents who want to
eat at dinner followed, represented by 132 or 33% while 47 respondents or
11.75% preferred to eat specialty foods at breakfast.
Table 14 shows to the distribution of respondents according to the place
where they eat specialty foods.
Table 14
to where they usually buy Specialty Foods
Hanayo Korean Restaurant 152 38% 1st
Juana's Budbod and Coffee 125 32% 2nd
Perico's 2 Grill and Sizzlers 123 30% 3rd
Total 400 100%
26
123 152
125
Hanayo Korean Restaurant Juana's Budbod and Coffee Perico's 2 Grill and Sizzlers
Figure 17
Frequency Distribution of Respondents According to Where They
Usually Buy Specialty Foods
The graph above shows that most of the respondents are eating at the
Hanayo Korean Restaurant garnering a total of 152 which composes 38%,
followed by those eat at Juana’s Budbod and Coffee with 125 or 32% of the
whole population. The Perico’s 2 Grill and Sizzles consisted of 123respondents
or 30% which ranked last.
Table 15 shows to the distribution of respondents according to the
additional services they prefer/ consider in buying specialty foods.
Table 15
To Additional Services
Accessibility 233 2nd
Ambiance (Entertainment and free Wi-Fi services) 274 1st
Customer service 207 3rd
Free delivery (bulk orders) 97 4th
Online delivery services 74 5th
27
300
250
200
150
100
50
0
Accessibility Ambiance Customer service Free delivery (bulk Online delivery
(Entertainment orders) services
and free Wi-Fi
services)
Figure 18
Frequency Distribution of Respondents According to Additional Services
The graph above shows that most of respondents chooses additional
service of ambiance. Next factor that the respondents consider is the
accessibility of the place with 105. Third on the list is the customer service
represented the 90. Fourth thing that respondents consider is free delivery
represented by36. Lastly, the last thing they considered is the online delivery
services with 34 respondents.
Table 16 shows to the distribution of the respondents according to their
willingness to try chicken with mango sauce or Toknengo.
Table 16
to who are willing to buyToknengo
Yes 363 90.7% 1st
No 37 9.3% 2nd
Total 400 100%
28
37
363
Yes No
Figure 19
to who are willing to buyToknengo
The graph above shows that most of the respondents would like to try
chicken with mango sauce or Toknengo as represented by 363 out of the total
population of 400, composing 90.7% while the remaining 37 or 9.3% are those
who are not willing.
Table 17 shows to the distribution of respondents according to patronizing
chicken with mango sauce or Toknengo.
Table 17
to Who are Willing to Patronize Toknengo
Yes 329 82.3% 1st
No 71 17.7% 2nd
Total 400 100%
29
71
329
Yes No
Figure 20
to who are willing to Patronize Toknengo
The graph above demonstrates that most of the respondents would
patronize the chicken with mango sauce or Toknengo as represented by 82.3%
or 329 out of the 400 total population while the 71 remaining which represented
17.7% would not patronize the product.
Table 18 shows to the distribution of respondents according to the
willingness to pay for a single meal of specialty foods.
Table 18
Frequency Distribution of Respondents According to Budget for a
Single Meal of Specialty Foods
₱50-₱75 195 48.75% 1st
₱76-₱100 135 33.75% 2nd
₱101-₱125 39 9.75% 3rd
₱126-150 15 4.75% 4th
More than ₱150 16 4% 5th
Total 400 100%
30
16 15
39
195
135
₱50-₱75 ₱76-₱100 ₱101-₱125 ₱126-150 More than ₱150
Figure 21
Frequency Distribution of Respondents According to Budget for a
Single Meal of Specialty Foods
The graph above shows that most of the respondents are willing to pay
₱50-₱75 for a single meal of specialty foods as represented by 195 which
composes 48.75%of the population. It is followed by the price bracket of ₱76-
₱100 having 135 respondents with 33.75%. Next is the ₱101-₱125 price bracket
with 39 willing respondents that composes 9.75%of the population. Then, 16
respondents or 4.75%are willing to pay more than ₱150. Lastly, the remaining 15
respondents or 4% represented the willingness to pay ₱126-150 for a single
specialty meal.
preferred flavour of specialty foods.
31
Table 19
Preferred Flavor of Toknengo
Original 168 42% 1st
Garlic 69 17.25% 4th
Spicy 77 19.25% 3rd
Sweet and Spicy 86 21.5% 2nd
Total 400 100%
86
168
77
69
Figure 22
Preferred Flavor of Toknengo
The graph above shows that most of respondents with 147 out of the 379
respondents which compose the 42% preferred the original flavour of specialty
foods. It is followed by the sweet and spicy represented by 86 respondents or
21.5% while the spicy and garlic flavours are represented by 77 and 69 having
19.25% and 17.25% percentages, respectively.
preferred style of restaurant.
32
Table 20
Frequency Distribution of Respondents According to Preferred
Style of Restaurant
Traditional 133 33.25% 1st
Modern 85 21.25% 4th
Mixed 90 22.5% 3rd
Homey 92 23% 2nd
Total 400 100%
92 133
90
85
Traditional Modern Mixed Homey
Figure 23
Preferred Style of Restaurant
The graph above shows that most of the respondentswith133 out of 379
respondents preferred the traditional style for a restaurant which is 33.25%
followed by the homey style represented by 92 or 23%%. Next is the mixed style
which 90 of the respondents or 22.5% prefer. Lastly, the remaining 85
respondents which constitute the 21.25% preferred the modern style.
Table 21 shows to the distribution of respondents according their preferred
serving.
33
Table 21
Frequency Distribution of Respondents According to Preferred Serving
Simple 191 47.75% 1st
Crafted 79 19.75% 3rd
Flavourful 130 32.5% 2nd
Total 400 100%
130
191
79
Simple Crafted Flavourful
Figure 24
Frequency Distribution of Respondents According to Preferred Serving
The graph above shows that most of the respondents prefer to have
simple servings represented by 170 that constitute 47.75%. Next is the flavourful
style of serving having 130 respondents or 32.5%. Lastly, the remaining 79
respondents preferred the crafted which compose of 19.75%.
Table 22 corresponds to the distribution of respondents according to
buying set meals.
Table 22
Frequency Distribution of Respondents According to Preferred Set of Meals
Yes 363 90.75% 1st
No 37 9.25% 2nd
Total 400 100%
34
37
363
Yes No
Figure 25
Frequency Distribution of Respondents According to Preferred Set of Meals
The graph above shows that majority of the respondents prefer to have
set meals represented by 363 out of the 379 respondents having 90.75% of the
total while the remaining 9.25% or 16 respondents prefer to not have set meals.
Table 23 shows the distribution of respondents according to the preferring
unlimited rice for chicken with mango sauce or Toknengo.
Table 23
To Preferring Unlimited Meals for Toknengo
Yes 343 85% 1st
No 57 15% 2nd
Total 400 100%
35
57
343
Yes No
Figure 26
To Preferring Unlimited Meals for Toknengo
The graph shows that most of the respondents prefer to buy unlimited rice
meals which are represented by the 343 out of the 379 respondents with 85%.
While the remaining 57 respondents or 15% answered no.
preferred food other than chicken with Mango sauce or Toknengo.
Table 24
To Preferred Food Other Than Toknengo
Beef teriyaki 146 37% 1st
Pork / Beef tenderloin 83 21% 2nd
Pork barbeque 85 21% 2nd
Pork chop 33 8% 5th
Pork liempo 53 13% 4th
Total 400 100%
36
33
53
146
85
83
Beef teriyaki Pork / Beef tenderloin Pork barbeque Pork chop Pork liempo
Figure 27
To Preferred Food Other Than Toknengo
The graph above shows that most of the respondents with 37% or
146preferred beef teriyaki. It is followed by pork barbeque which is represented
by 21% or 83 respondents. Next is the pork/beef tenderloin is composed of 21%
or 83 respondents. Then the pork liempo and pork chop with 53 and 33
respondents which are 13% and 8% of the 379, respectively.
preferred breakfast other than chicken with Mango sauce.
Table 25
To Preferred Breakfast Other than Toknengo
Chiksilog 109 27% 2nd
Cornsilog 51 13% 4th
Hotsilog 54 14% 3rd
Tapsilog 143 36% 1st
Tocilog 43 11% 5th
Total 400 100%
37
43
109
143
54
51
Chiksilog Cornsilog Hotsilog Tapsilog Tocilog
Figure 28
To Preferred Breakfast Other than Toknengo
The graph above shows that most of respondent prefer tapsilog composes
36% or 143 respondents. Next is the chiksilog with 27% or 109 respondents,
followed by the hotsilog with 54 respondents or 14%. Then, respondents who
prefer corncilog and tocilog are 51 and 43, respectively which comprised 13%
and 11%.
Table 26 corresponds to the distribution of respondents according to their
willingness to patronize the dessert.
Table 26
Frequency Distribution of Respondents According to Patronizing Dessert
Yes 252 66.5% 1st
No 127 33.5% 2nd
Total 400 100%
38
127
252
Yes No
Figure 29
Frequency Distribution of Respondents According to Patronizing Dessert
The graph above shows that most of the respondents with 66.5% or 252
out of the 379 would like to have a dessert to go with their meals while the
remaining 127 or 33.5% answered that they would not patronize a dessert.
preferred dessert.
Table 27
Frequency Distribution of Respondents According to Dessert
Gelatin 252 63% 1st
Turon 148 37% 2nd
Total 400 100%
148
252
Gelatin Turon
Figure 30
Frequency Distribution of Respondents According to Dessert
39
The graph above shows that most of the respondents with63% prefer
gelatin as a dessert. While 37% of the respondents prefers turon as a dessert. It
demonstrates that majority of the respondents prefers gelatin over turon as their
dessert.
Table 28 corresponds to the distribution of respondents according to how
would the product reach or be known to the customer.
Table 28
How Would the Product Reach Them
Discounts and coupons 129 1st
Flyers 35 4th
Social Media 93 2nd
Traditional media (TV, radio) 17 5th
Word of mouth/Recommendations 67 3rd
140
120
100
80
60
40
20
0
Figure 31
How They Want to be Reached
The table and figure above shows that for the respondents to be reach by
the product, 41% of the respondents is by giving discounts and coupons, 10% is
by giving flyers to the respondents, 26% is by means of social media, 5% is by

40
traditional media like radio, television and 18% is through word of mouth or
recommendation.
Demand Analysis
It is very essential to know the demand of our products in order to answer
our customer needs and wants. Knowing the demand will help us to determine
the trend for our products. Analysing the demand thoroughly will give the
projection of the total number of quantity of each product that we are going to
produce daily, weekly, monthly and annually.
Past Annual Demand
Since there is no statistical data recorded in NSO and DTI regarding the
demand for Toknengo, past demand is computed by getting the target population
in the City of Manila for the year 2011-2015 multiplied by market acceptability
and multiplied to the frequency of buying or the times the customers buy the
products annually. It increases annually based on the annual growth of the
population in the Manila City.
Table 29
Past Annual Demand
Market Frequency of Annual
Year Population
Acceptability Buying Demand
(A) (B) (C) (D)
2011 265,746 94.8% 105.9 26,679,091
2012 266,915 94.8% 105.9 26,796,451
2013 268,090 94.8% 105.9 26,914,412
2014 269,269 94.8% 105.9 27,032,776
2015 270,454 94.8% 105.9 27,151,743
41
A. This is the population of the Manila City as obtained from National
Statistics Office. This population was multiplied to the average
annual population growth rate of .44%. (as obtained from NSO
2010)
B. This is the % of respondents who are willing to buy Toknengo. For
more details, please refer to Table 9 of this undergraduate feasibility
study.
C. This is the weighted average of the buying habits of respondents,
weights used are 360 for daily, 52 for weekly, 12 for monthly, 2 for
semi-annually, and 1 for annually. The weights are multiplied to the
frequency of each choice then divided by the total number of
respondents (400)
D. D= A x B x C
Projected Annual Demand
The projected annual demand for the years 2016 to 2020 is based on the
annual population growth rate from 2011 to 2015. The annual projected demand
was obtained by multiplying the target population to market acceptability and to
the frequency of buying. Based from the obtained demand, it was distributed
again to every product in order to determine its demand.
Table 30
Projected Annual Demand
Year Target Market Market Frequency of Annual
Population Acceptability Buying Demand
(A) (B) (B) (D)
2015 270,454 A 94.8% B 105.9 C 27,151,743 D
2016 271,644 94.8% 105.9 27,271,210
2017 272,840 94.8% 105.9 27,391,281
2018 274,040 94.8% 105.9 27,511,753
2019 275,256 94.8% 105.9 27,633,831
2020 276,457 94.8% 105.9 27,754,403
Supply Analysis
Based on the percentage of the population who are already buys specialty
food from our survey questionnaire, we determined our projected supply.
42
Past Annual Supply
It was the product of the projected annual demand and the percentage of
demand served. The increase in supply was also based in the growth rate of
population.
Table 31
Past Annual Supply
Past Annual Percentage of Annual Supply
Year
Demand Demand Served
2011 26,679,091 78.35% E 20,903,068 F
2012 26,796,451 78.3% 20,981,621
2013 26,914,412 78.3% 21,073,985
2014 27,032,776 78.3% 21,166,664
2015 27,151,743 78.3% 21,259,815
E. This is from the percentage of respondents who buy Toknengo
(78.35%) from Table 8.
F. This is from the product of the past annual demand from Table 24
and percentage of demand served.
Projected Annual Supply
The projected supply will help to determine the total satisfied market or the
total number of customers who buys specialty food for five years. It was obtained
by multiplying the projected demand with the percentage of demand served.
Computation of projected supply for product is the same in past supply per
product. It changed only in the target population based on the annual growth rate
of 0.44%.
43
Table 32
Projected Annual Supply
Percentage of
Past Annual Annual
Year Demand
Demand Supply
Served
D
2016 27,151,743 78.35% E 21,273,179 F
2017 27,271,210 78.3% 21,366,993
2018 27,391,281 78.3% 21,461,069
2019 27,511,753 78.3% 21,555,459
2020 27,633,831 78.3% 21,651,107
Competitors Analysis
Computation for Competitor’s supply is just multiplication of the projected
annual supply as against the business market share as from the survey analysis.
Table 33
Competitor’s Analysis
Year Hanayo Korean Juana’s Budbod Perico 2 Grill Annual Supply
(38%) (32%) (30%)
2016 8,083,808 6,807,417 6,381,954 21,273,179 F
2017 8,119,457 6,837,438 6,410,098 21,366,993
2018 8,155,206 6,867,542 6,438,321 21,461,069
2019 8,191,074 6,897,747 6,466,638 21,555,459
2020 8,227,421 6,928,354 6,495,332 21,651,107
G – This is from the projected annual supply multiplied to the
percentage of respondents who buy at Hanayo Korean (38%) from
Table 14.
H– This is from the projected annual supply multiplied to the
percentage of respondents who buy at Juana’s Budbod (32%) from
Table 14.
I – This is from the projected annual supply multiplied to the
percentage of respondents who buy at Perico 2 Grill (30%) from
Table 14.
Demand-Supply Gap Analysis
This is necessary to determine Toknengo market share. The gap of the
unsatisfied market is obtained by subtracting the projected demand to projected
supply which shows the available market. It also shows number of Toknengo that
44
we need to supply to answer the demand for Toknengo. We now show gap for
every product using the data from projected demand and projected supply.
Table 34
Demand-Supply Gap Analysis
Unsatisfied Demand-Supply
Demand Supply
Year Demand Gap
2016 27,151,743 D 21,273,179 F 17.41% J 5,878,564 K
2017 27,271,210 21,366,993 17.41% 5,904,217
2018 27,391,281 21,461,069 17.41% 5,930,212
2019 27,511,753 21,555,459 17.41% 5,956,294
2020 27,633,831 21,651,107 17.41% 5,982,724
J. This is from the difference of the projected annual demand and
projected annual supply.
K. This is from the quotient of the demand-supply gap and projected
annual demand.
Market Share Analysis
Every business must determine their market share that will serve as basis
of marketing strategies of the establishment. The proponents estimated an initial
market share of 10% based on the market share of the lowest competitor.
Table 35
Projected Unit Sales
Year Perico 2 Grill Market Share Projected Market Share
l L
2016 2,798,885 10% 279,889 M
L. This is from the estimated market share according to the proponents.
M. This is from the product of the Perico 2 Grill market share and
percentage of market share.
A. Projected Unit Sales
Projected unit sales for Toknengo where obtained using the market
share of the company. Unit sales will increase by 10% each year due to
marketing tactics of the company.
45
Table 36
Projected Unit Sales
Projected Units
Year Sales
2016 44,821 N
2017 45,018
2018 45,217
2019 45,416
2020 45,615
N. This is from the projected market share for 2016 multiplied to the
annual unit sales increase of 10%
Marketing Strategies
A. Product Strategies
Products that are being serve our own recipes of the business-Chicken
Pecker. The researcher believed that the proposed product can keep pace
with the business that offers the same product. The researchers bring the
innovation that will make the consumer interested because of its unique meal
selections.
B. Place Strategies
Chicken Pecker will be located along P. Casal Street corner Arlegui
Street, San Miguel, Manila. Different universities such as UE, FEU, UST, San
Beda, CEU etc. are situated in University Belt that stretches along the
southern tip of España Boulevard, Nicanor Reyes St. (formerly Morayta St.),
and the eastern end of Claro M. Recto Avenue, Legarda Avenue, and
Mendiola Street. The location of the business will be accessible enough to
meet the needs of our target market.
46
C. Pricing Strategy
We used cost plus strategy in order to set the price of our products.
The computation would be:
Purchase Cost + Operating Cost + Mark-up = Selling Cost
D. Promotion Strategy
Chicken Pecker will first conduct a soft opening to give the
management and staff a first-hand experience on what and how the daily
operations will be managed. Once everything is set, there will be a grand
opening wherein we will be having an early promo for the first few weeks to
entice people to come to our store. Normal operations will then commence
and staple promos will be available. This will include:
1. Chicken Pecker Special Edition Planner
Consumers will be given a chicken pecker planner if they will be
able to collect all 12 stamps that will be given every time they purchase
any meal of the chicken pecker. Stamps will be given starting October of
the current year until January of the next year. Redemption of planners will
start on December of the same year and will end on January 31.
2. Chicken Pecker- Advertisement
Advertising through social media could help create a big boost for
Chicken Pecker, as planned, creating facebook page and posting
advertisements and promos are one huge step that will surely make the
business known.
47

F. Market Study

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CHAPTER 2

This chapter directs to distinguish Chicken Pecker’s target market – the

were also identified as well as its marketing program.

The prospective customers of Chicken Pecker primarily are the students

twist on Chicken dish.

There are three primary competitors distinguished by the study: Juana’s

like bottled water and soft drinks.

The project is located in the Manila’s University belt, so the respondents

(based on the 2010 NSO survey at a growth rate of .44%)

Part I. Profile of the Respondents

Table 1shows the distribution of respondents according to age.

0.5% or 2 respondents are for 51 years and above.

Table2 shows to the distribution of respondents according to Sex.

male respondents or 37.50%.

Table 3 shows the frequency distribution of respondents according to who

represented by 109 out of 400 respondents or 27.3%and the remaining 72.8% is

composed by the non-student.

Table 4 shows to the distribution of the student respondents according to

their daily allowance.

above brackets, they are represented by 8 and 6 respondents, respectively which

comprises 2.8% and 2.1%, respectively.

Table 5 shows the frequency distribution of respondents according to their

net monthly income.

Below ₱10,000 ₱10,000-₱19,999 ₱20,000-₱29,999

most number of respondents are ₱20,000-₱29,999 represented 41.3% or 45 out

the no income and ₱30,000-₱39,999 brackets with both 9 respondents which

respondents while the brackets below ₱10,000 and ₱40,000-₱49,999

represented 4 and 2 respondents, respectively having the 3.7% and 1.8%,

Table 6 shows the frequency distribution of respondents according to their

highest educational attainment.

High school undergraduate High school graduate

The graph above shows us that the highest educational attainment of

400 respondents or 60.5%. The college undergraduate with 27.2% or 109

respondents. The high school graduate bracket is 7.5% or 30 respondents while

the high school undergraduate is represented by 19 respondents with 4.8%.

Part II. Preference of the Respondents

This part of the survey questionnaire refers to the perspective of the

respondents such as products usually bought in a food stall, frequency,

style and preferred meal.

Table 7 shows the frequency distribution of respondents according to what

products they usually buy in a specialty shop.

Grilled food items Sizzling food items

Table 8 shows to the distribution of respondents buying specialty foods.

as represented by 313 out of 400 respondents or 78.3% while the remaining 87

or 21.7% answer no.

Table 9 shows to the distribution of respondents according to their willing

The graph above shows us that most of respondents willing to buy

who answered no comprise 5.2% or 21 respondents.

Table 10 shows to the distribution of respondents according to their

frequency buying in a food stall.

Daily Weekly Monthly Semi-Annually Annually

number of respondents was weekly. It has47.75%or 191 respondents are willing

to have a weekly frequency of buying in a food stall. It is followed by the daily

bracket with 20.25%or 81 respondents. Third is the monthly bracket as

represented by 79 respondents or 19.75%while those who answered annually

and semi-annually are 17 with 4.25%and 32 with 8%.

Table 11 shows to the distribution of the respondents according to the

factors they consider in buying Toknengo.

while the brand reputation is the least of the respondents concern.

Table 12 shows to the distribution of respondents according to their

budget when buying Toknengo.

₱50-₱75 ₱76-₱100 ₱101-₱125 ₱126-₱150 More than ₱150

respondents is₱76-₱100. The ₱50-₱75 which is represented by 122 or