another 80% final draft of marrketing paper :P
-
Upload
derick-flores -
Category
Documents
-
view
29 -
download
2
description
Transcript of another 80% final draft of marrketing paper :P
De La Salle University-Manila
Ramon V. del Rosario-College of Business
AY 2012-2013 Term 2
A Usage, Attitude, and Image (UAI) study on Granny Goose
Submitted to: Mr. Bienvenido Encarnacion
In partial fulfilment of the academic requirements of MARKRES
Submitted by:
Ang, Jan Daniel M.
Flores, John Derick E.
Gollaba, Janelle P.
Libunao, Jielene Arriana L.
To, Joyce Feny L.
Yong, Jam Nicole C.
December 7, 2012
1
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION 4
CHAPTER 2: REVIEW OF RELATED LITERATURE 12
CHAPTER 3: METHODOLOGY 15
CHAPTER 4: PRESENTATION AND DATA ANALYSIS 17
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 28
BIBLIOGRAPHY 29
APPENDICES 30
2
EXECUTIVE SUMMARY
This paper is all about the UAI study on Granny Goose. This study aims to find out the
different attributes that influence the public utility bus conductors’ snack food preferences;
particularly that of the Granny Goose brand. The main objective of the group is to come up with
recommended strategies that will help Granny Goose boost their sales and to raise market share
for the next five years. The group used a descriptive research type of study, and used a non-
probability sampling method particularly convenience sampling. Throughout the course of the
data gathering and analysis, the group observed that Granny Goose has a relatively high reach
ratio but low on both the conversion and retention ratio. It can be implied that consumers are
getting the wrong message from the advertisements, and they need to develop product testing to
further improve their retention ratio. The respondents who have tried their product are maybe not
satisfied enough for them to retain their usage. Granny Goose also has a low relative share of the
market
The group’s recommendation for Granny Goose are the following: come up with
promotional campaigns to make people try Granny Goose products, have promotions that have
the right message to encourage consumers to try their product, develop product testing to
improve the product to increase their retention ratio, and offer more product variants that use
health-enhancing ingredients to capture other segments of the market and to entice the
consumers to try their product
3
INTRODUCTION
A. Background of the study
The snack foods industry has been moving to a healthier direction caused by the current
social trend of consumers living a healthier lifestyle. Many businesses in the food industry today,
especially fast-food chains, are developing their menus to a ‘healthier’ one for the growing
population of healthy-minded consumers. Categorically, since the brand Granny Goose, which
offers snack foods such as corn chips, is considered to be a ‘junk food’; it is seen as ‘unhealthy’
by many. Some consumers even push for the banning of such food in school canteens. As a
result, there is a decline in demand of ‘junk foods’ or snack foods. In line with this, there are new
technological advancements that can help change the perception of people towards snack foods.
There are innovative ways to lessen the oil content in potato chips, and vegetable chips are also
being introduced to the market. With these new means to promote the healthy appeal of snack
foods to consumers, companies can gradually diminish the bad reputation of snack foods and
encourage the consumers to try new products that are not only tasty, but healthy as well.
Despite the economic difficulties that being experienced by food and beverage companies in
major markets, the snack foods industry has managed to take hold of their consumers. In
addition, it is stated that the meltdown in the global economy had a milder effect on the snack
foods market. There have been a number of new products and brands in the recent years; this is
because the manufacturers sought to entice consumers using new flavors that they provided. Low
prices continue to greatly affect the decision-making of consumers especially during difficult
times. Other factors also affect the decisions of consumers, such as preservatives content, salt
content, and other nutritional facts. Moreover, the changes in lifestyle combined with a lithesome
approach towards career have fueled the consumption of snack foods over the years. An example
4
of this is the women that are becoming more focused on their careers. These women no longer
have ample time to prepare food so they consume more of the convenient snack foods.
Consumers in the developed world subsequently seek factors such as health, taste and
convenience in snack foods.
Due to the inflation in commodity prices, companies are shifting to technological
advancements and the improvement in their supply chain management to maintain operating
margin and profits. Product innovations are one way to be able to attract new consumers.
The usership, attitude of consumers and the image of Granny Goose will be the subejct that
the researchers will consider in the study of snack foods market environment. Questionnaires
were formulated to fit the objectives of the research. The respondents were exclusively directed
to a certain group, which is the group of bus conductors. The specific problem and objectives,
research framework, scope and limitation, and research hypothesis will be further explained in
this paper and at the end of the study, a further analysis, interpretation and conclusion of the
findings will be discussed.
Accordingly, this study is a crucial management tool for helping the brand manager of
Granny Goose to discover whether or not the product or service that they are providing is
actually desired by their customer base. Its purpose is to gather data on customers and potential
customers. The collected data will then aid business decision-making. This research will provide
input regarding consumer preference and satisfaction that is vital information for the business. It
would help strengthen the brand and boost its sales.
5
SWOT Analysis for Granny Goose
After identifying the factors affecting the competitiveness of the industry, an analysis of the
organizational strength and weaknesses is also necessary in order to determine the aspects it needs to
improve and alter. The identification of opportunities and threats is also important to aid the
organization in drafting a marketing plan and identify the areas it needs to put focus on. A summary of
the SWOT analysis is shown in table below.
STRENGTHS
-Affordable Prices
-It caters to the masses
-It has developed a good reputation in the early 2000s
-The brand, formerly owned by the General Milling
Corporation, is now managed by URC which will
mean more resources for its promotions and
development.
WEAKNESSES
-Lesser appeal to the other segments of the market,
especially young adults
-Lack of marketing for the brand
-Has little market presence or reputation today
- Has only four brands under the mother brand Granny
Goose (Kornets, Tortillos, Brew Bud and Chillos)
- Not much information about their brand to the
Market
OPPORTUNITIES
-They may consider looking for other potential target
markets
- They could promote their brand better to attract
more buyers
- Add more variations to their mother brand which will
target a specific market
- Potential of expansion in nearby Asian markets
THREATS
- Shift in consumer choice from traditional snacks to
health-enhancing snack food
- The majority share of the market is mostly with the
leading brands (Jack & Jill and Oishi)
- Granny Goose is having a hard time to compete with
the leading brands, especially with the mother brand,
Jack ‘n Jill which is also managed by the same company
- Main competitors have more diversified brands
- Emergence of new products
6
Strengths
The company's primary strength is its affordable price. (e.g a 160g of Tortillos only costs about
P28 pesos while a 100g pack costs around P12-P15). With that, its affordable price appeals to the
masses. Also, the Granny Goose brand has a well-built awareness in the early 2000s and the
consumers who have been patrons of their products before could be an asset to the planned
marketing plan for 2013. Another strong point of the Granny Goose brand today is its being a
part of the snack foods line of the Universal Robina Corporation. The company has great access
to raw materials and wide resources to develop the brand today.
Weaknesses
A weakness of the Granny Goose brand is its lesser appeal to the other segment of the market,
most especially young adults in the range of 15-25 years old. This segment comprises a
significant portion of the population and can increase the revenue substantially. The brand also
has insufficient marketing efforts to increase the awareness of the brand. There are no television
advertisements or sales promos seen right now for Granny Goose. In addition, there are only
about four sub-brands under the Granny Goose mother brand, namely: Kornets, Tortillos, Brew
Bud and Chillos, wherein the last two are very rarely seen in grocery shelves. Lastly, there is not
much access to information about Granny Goose’s history and product descriptions over the
Internet and other sources of data.
7
Opportunities
A large portion of the domestic market in the Philippines is not yet fully saturated, thus
providing opportunities for Granny Goose to grow. URC can still expand the distribution of
Granny Goose products inside the country to reach more consumers. The advancement in
technology such as the importance of the Internet also provides opportunity for the company to
have greater access to consumers, especially the young adults. Technological progress also offer
improvements in the manufacturing processes of the company and in research and development
area to improve its products. Since they currently have four names under Granny Goose, they
could add two to three more sub-brands which will cater to niche markets and rival those of the
other companies. There is also a potential to expand in the international market especially within
the nearby countries in Asia. URC currently operates in Thailand, Malaysia, Indonesia, China,
Hong Kong, Singapore and Vietnam, and they could penetrate Granny Goose into these markets.
Threats
The biggest challenge that company faces is the changing consumer taste in snack food.
Consumers are now more health-conscious, most especially parents of children that eat or
consume the products. With this changing consumer perception is the emergence of new snack
food products that are enriched with healthier ingredients. These serve as threat to URC’s
traditional snack food products, including Granny Goose. Another threat to Granny Goose is the
fact that URC also holds one of the leading brands in the country, Jack ‘n Jill. Granny Goose is
not considered as a brand under Jack and Jill, so this could lead into difficulties in competing
with the diversified brands under Jack ‘n Jill. The emergence of small firms with new products is
also a threat in Granny Goose’s development as these firms also operate where URC operates.
8
Decision to be made
Results of the study will be used for the marketing planning for Granny Goose products for
2013.
B. Conceptual Framework
The theoretical framework of this study explains snack foods’ characteristics relationship
with the purchasing decision of service workers, which is also influenced by service worker’s
perception of the overall brand image.
The framework states that how a service worker perceives the usership, attitude and
image’s importance in building Granny Goose’s brand has a relationship with their purchasing
response. Good perceptions then affects purchasing behavior of a service worker leading to a
decision to buy and eat a snack food while a bad perception otherwise. This theoretical
framework will be further proven by a thorough analysis of the research survey. The independent
variables are the service worker’s perception, awareness and usage of the snack food brand and
the dependent variable is their purchasing decision.
9
C. Statement of the Problem
This research study aims to answer the following issues:
General:
What is the product positioning of Granny Goose today regarding consumers’ usage, attitude,
and perceived image of the brand?
Specific:
What are the brands of snack foods currently competing with Granny Goose today?
How aware are the consumers of the Granny Goose brand?
Have consumers seen recent advertisements of the brand?
What are the reach,conversion and retention ratios of Granny Goose compared to its
competitors?
What is the brand’s market share and size?
D. Objectives of the Study
Creating strategic objectives for the marketing plan is necessary for it will serve as the
company's guide in achieving its goals. The firm's objectives will help it gain competitive
advantage over leading brands and obtain larger market share.
The general objectives of this research are to:
To learn about the product usage of the market
To acquire data on the market's attitude (e.g. expectations in product category)
10
To gain insight on the market’s awareness regarding the brand’s product and advertising
To serve as a basis for the creation of the 2013 marketing plan for Granny Goose
Specific Objectives:
Raise market share to 15% for the next five years
Increase advertising and promotional activities by utilizing various forms of media
communications to increase greater awareness of the Granny Goose brand and its
products in 2013
Increase production and offer at least one healthy product variant of Granny Goose
Improve worker productivity in the firm
D. Scope and Limitation of the Study
The scope of the study is about the current brand positioning of the Granny Goose brand in
the snack foods market and the usership, awareness and perception of the people towards the
brand. The research study will be focusing mainly on bus conductors within Metro Manila and
their awareness, usage and perception of the brand. The study will comprise of the different
atttributes such as awareness data (advertising recall), product usage data (brands ever used and
length of time duration of pack size), purchase data (frequency of category buying), and attitude
data (flavors preferred). Meanwhile, the limitations of the study are the interviewing time
pressures for the researchers and the interviewees considering that an average of only five bus
conductors are interviewed per hour during the five to six-hour immersions per week of the
interviewees in the bus terminals in Metro Manila. Another restraint of the study is the lack of
secondary data sources available for the topic of the research. There is only a fair amount of
sources that readily offers information regarding the industry of Philippine snack foods market,
11
may it be in books, journals, articles and in the Internet. Also, measurement errors surfaced
during the analysis of the interviewees’ responses and has at least affected the results of the
study.
E. Significance of the Study
This study will be a significant exertion to come up with the different attributes that
influence the bus conductor’s preference in snack foods and buying behavior, particularly that of
the Granny Goose. By understanding why consumers prefer a certain brand of snack foods, the
researchers can analyze the reason behind a small market share. Moreover, the researchers can
think of ways on how to increase their sales and achieve customer satisfaction. This research will
provide recommendations on how to the brand will achieve larger market share.
Through this study, the head of the marketing department of the brand Granny Goose will
be able to determine the problem or the things they need to improve on in order to increase the
sale or consumption of their brand, identifying the problem will aid in identifying the correct
solution or improvements for their brand.
CHAPTER 2: REVIEW OF RELATED LITERATURE
The Food and Agriculture Organization (FAO) of the United Nations posited that snack
foods are commonly foods that are eaten between main meals or in the words of Webster’s
definition provided in the year 1757: ‘a light meal eaten between regular meals (2011). Snack
foods have a tendency to have a lower nutritional value and they are commonly viewed by many
in this way. However snacks come in a variety of types, ranging from raw to cooked foods, and
12
some for example beans and nuts, provide significant amounts of protein and fat. Those snack
foods prepared from fruits and vegetables also provide important vitamins and minerals.
Moreover, studies in developing countries have shown that 20 to 25 percent of household food
expenditure is incurred outside the home, and some segments of the population depend on snack
foods. There are millions of single workers without families and a large floating population who
move in and out of main rural and urban areas for work, and these people largely depend upon
snack foods for their everyday needs. Because of its low cost and convenience, snack foods are
consumed each day by an estimated 2.5 billion people worldwide. In Latin America, snack food
purchases account for up to 30 percent of urban household spending (Fellows & Hilmi, 2011).
On the contrary, Dr. David Ludwig, a pediatrician and coauthor of a commentary
published in 2008 in the Journal of the American Medical Association (JAMA), argues that
makers of junk foods have an obligation to stockholders to maximize profits, which means
encouraging consumers to eat more—not less—of a company's products. According to the
American Federal Trade Commission, food makers spend some $1.6 billion annually to reach
children through the traditional media as well the Internet, in-store advertising, and sweepstakes.
Most of these ads are for unhealthy products high in calories, sugar, fat, and sodium. Promotions
often use cartoon characters or free giveaways to entice kids into ‘junk’ food.
Concurrently, in the Asian scene, Oishi, a leading brand in the Philippines of which
products are manufactured by the Liwayway Marketing Corporation, is also found to be one of
the biggest food brands in China, where it is known as Shanghaojia (which means “up and
good”. In China, on top of these products, Oishi has candies and fruit juices. Its soft candies (in
13
vanilla and other fruity flavors) beat the White Rabbit, which also has been well-received by
Filipinos. Oishi is also in Vietnam, where it is the market leader, in Myanmar, Thailand, and
Indonesia—the latter two since 2006—in India since 2011, and Cambodia in 2012 (San Juan,
2012). China is an attractive market due to its large population and strong economic potential. In
almost any industry, many firms vye position to become a leading market player, and the snack
market is not an exception to this competition. China's snack food industry is highly competitive
with various companies seeking competitive advantage. The Chinese snack market is a $3-
billion-a-year industry (Terhune, 2005), therefore, foreign and domestic companies are
competing to gain a sizeable percentage of the market share from this industry.
On the other hand, in the recent earnings released by the Philippines three biggest food
and beverage companies in 2008, the Filipinos bought more snack foods, liquor, and healthy
drinks as the general economy slowed in 2008. The Universal Robina Corporation (URC),
another leading player in the Philippine snack food market, reported to the stock exchange that
its snack foods business grew 26.7 percent in 2008 compared to 2007. The snack foods boosted
URC’s operations in the last quarter of 2008 when sales reached P6.94 billion, a 17-percent
increase from the same period in 2007.The brisk sales of these branded products allowed the
Gokongwei-led company to post a double-digit growth in operating profit from October to
December 2008 at P1.02 billion (Flores, 2009). Also, a study was conducted in 2004 by the
Food and Nutrition Research Institute (FNRI) of the Philippines regarding the consumption of
fortified foods by Filipino households. The study revealed that the most commonly consumed
fortified foods in the market by households are Tang, Eight 'o clock (fruit juices); Magic Flakes
(other cereal products); Lucky Me (chicken/beef); Lucky Me Pancit Canton; Payless; Maggi
14
Rich Mami Noodles (instant mami); 555 Sardines in Tomato Sauce (meat & fish products);
Minola Premium Edible Oil (fats) ;Papa Banana Catsup (condiments) and Oishi & Jack & Jill
(snack foods).
CHAPTER 3: METHODOLOGY
A. RESEARCH DESIGN
The group will conduct a descriptive research type of study. The raw data that will be
collected from the respondents will be used to create data structures that discuss awareness,
usage, trial, and other important data regarding the UAI study. This type of research is ideal for
this UAI study because it provides information that will help the brand manager take a course of
action. Furthermore, the group will mainly use primary data since we conducted one-on-one
interviews with the aid of a survey-questionnaire. The questionnaire that will be used by the
interviewer focuses on the market share of the different brands of snack foods, their conversion
and retention ratios, RSOM, and other related questions that is essential for a UAI study. The
group agreed to use one-on-one interviews as a method of data collection, and took into
consideration the much needed formality in the study and the concern of the seriousness and
cooperation of the respondents. The questionnaire forms will aid the researchers to a comparative
advantage regarding the results. Studying the different answers of the respondents will guide the
researchers to a thorough analysis, and will give way to an accurate and comprehensive
conclusion regarding the problem. Secondary data will also aid the group in having background
information about the study.
15
B. SAMPLING METHOD
The bus conductors’ population was chosen for this UAI study because the researchers
believe that because of the hectic schedules of the bus conductors, they need to hasten their
meals during their breaks so they can start their byahe early. Hence, they choose to purchase
snack foods instead of full meals. The geographic proximity of the different bus terminals,
limited time and resources are the other reasons why the researchers decided to conduct the study
about bus conductors.
The sampling method used by the group was non-probability sampling method since the
resources of the researchers are limited. Non-probability sampling method is relatively simpler
and less time-consuming. The group selected the bus conductors based on convenience,
knowledge and intuition. To be able to select sampling units or respondents, the researchers
gathered information about the activities or schedules of the conductors in the different bus
terminals. The information they gathered about the schedules in the bus terminals aided the
researchers to determine when they can interview the conductors.
Since the researchers’ sampling method was non-probability sampling method, the type
of sampling design used was convenience sampling. The researchers chose to study the
responses of bus conductors because most of them regularly ride the buses to and from the
university. Furthermore, the group studied the schedules of the buses during certain days, they
picked the day wherein most of the bus conductors are on their breaks. The group assumed that
the target population is homogeneous, and the bus conductors that were interviewed at certain
bus terminals are similar to the overall bus conductors’ population.
16
C. STATISTICAL TREATMENT OF DATA
The group will use descriptive statistics since the group will only summarize and describe
the data, and from that data, we will be able to analyze and make recommendations. The group
believes that using descriptive statistics will help the group give accurate decisions from the
results of the UAI study. To be more specific, we will be conducting a descriptive research as
mentioned above since it is the most appropriate research for a UAI study.
CHAPTER 4: PRESENTATION AND DATA ANALYSIS
A. Brand Awareness, Trial, and Usership
What brands come to your mind when you hear the word snack food?
What brands come to your mind when you hear the word snack food?
17
Based on the data above, most of the respondents are aware of Granny Goose only if it
was mentioned or reminded to them. On the other hand, Jack n Jill is the most remembered by
the respondents. This shows that Jack n Jill is the market leader of the snack foods industry, and
the next one is the Oishi brand. The closest competitor of Granny Goose is Leslie’s because their
figures are similar. They are only remembered when it is mentioned to them. The group infers
that the promotions used by Granny Goose are able to reach the market but their brand is easily
forgotten. They don’t have an impact to the market that much compared to other leading brands.
What brands of snack foods have you seen, read, or heard for the past six months?
Oishi and Jack n Jill brands are the top brands when it comes to advertising while the
brands Granny Goose and Leslie’s are only remembered when they are mentioned to them. The
advertisements of Granny Goose are only remembered when it has been mentioned to them.
18
What brands of snack food did you ever eat?
As seen on this table, more than 50 percent of the respondents has consumed Oishi brand
snack foods followed by Jack n Jilll. On the other hand, Frito-Lay is consumed by 0% of the
respondents and Granny Goose by around 10%. This shows that Granny Goose has a low trial
among the respondents.
What brand of snack food do you eat most often?
19
Among all the snack food brands, Jack n Jill is the most often consumed snack food
brand, followed by Oishi. Frito-Lay is least often consumed with 0% and Granny Goose with
less than 5%. This implies that Granny Goose is one of the brands who has low market share in
the snack foods industry.
B. Ratios: Reach, Conversion, Retention
Brands Reach Ratio Conversion Ratio Retention Ratio
Oishi 100% 52% 37%
Granny Goose 86% 14% 5%
Leslie’s 80% 13% 9%
Frito-Lay 38% 0% 0%
Jack n Jill 97% 45% 48%
Others 11% 27% 18%
As seen on the table, Oishi has the highest reach ratio and conversion ratio while Jack n
Jill has the highest retention ratio. Granny Goose has 86% Reach ratio, 14% Conversion Ratio,
and 5% Retention Ratio. Granny Goose has a very low conversion ratio and an even more lower
retention ratio. This implies that although the promotion can reach the consumers, the consumers
are not that convinced to try the product. We can infer that the consumers are getting the wrong 20
message from the advertisements. Granny Goose has even more problems with their product
since their retention ratio is very low with only 5%. Their products are not preferable enough
compared to other brands. The respondents who have tried their product are maybe not satisfied
enough for them to retain their usage.
Based on the data above, Oishi has a reach ratio of 100% while Jack n Jill reached 97% followed by Granny Goose with 86% and Leslie’s with 80%. For the conversion ratio, Oishi has 52% while Jack n Jill has 45% followed by other brands of snack food with 27%. For the retention ratio, Jack n Jill has the largest share with 48% while Oishi only reached 37% and Granny Goose with only 5%.
21
C. Market Size/ Market Share
Brands Market Share Market Size
Oishi 38.14 192400
Granny Goose 4.12 6020
Leslie’s 7.22 9360
Frito-Lay 0 0
Jack n Jill 48.45 209520
Others 2.06 5346
Jack n Jill is revealed to have the highest market share with 48.45% while Oishi got
38.14%. On the other hand, Frito-Lay has the lowest market share with 0% while the other
brands of snack foods have 2.06%. Granny Goose with 4.12% market share would consider
Leslie’s as its closest competitor with 7.22% market share.
D. Relative Share of Market (RSOM)
RSOM = Market Share of Follower Brand/ Market Share of Leader Brand
RSOM = Market Share of Granny Goose/ Market Share of Jack n Jill
22
RSOM = 4.12 / 48.45 = 0.08507
Leading - Jack n Jill 1.27032 - Champion Status/Market Leader
Oishi 0.78720 - Challenger Status: Serious
Leslie’s 0.14902 - Contender Status: Minor
Granny Goose 0.08507 - Contender Status: Minor
Frito-Lay 0
23
E. Consumption/Purchase
How often do you eat snack food?
The table above shows that most of the respondents eat snack foods once a week, followed by every 2 days.
24
Where do you usually buy snack foods?
Majority of the respondents purchase their snacks at sari-sari store.
F. Attitude About Category
May you define what a snack food is?
Based on the data above, a majority of the respondents define snack foods as “masarap”, “merienda”, “pantawid gutom”, and “pampalipas oras”.
25
G. Attitude About Brand
What characteristics do you look for in a snack food?
Based on the data above, crispiness is the characteristic that most respondents look for in
a snack food followed by the richness in flavour. The least preferred characteristic of snack foods
that the respondents consider is less MSG (vetsin) used.
26
H. Positioning Tree
Based on the figure above, both Oishi and Jack n Jill have high conversion ratio and
retention ratio. However, Granny Goose and Leslie’s have low conversion ratio and retention
ratio while Frito-Lay is positioned at the origin (0,0). It can be implied that consumers are not
convinced to try eating Granny Goose and some of them are not satisfied for them to retain the
usage.
27
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
Through this research the researchers are able to gather information
In the course of entire research and data gathering process, the researchers have achieved
a number of recommendations with an unbiased basis of judgment. Given the findings in this
paper, the researchers recommend the brand to: (1) come up with sales campaigns to make
people more aware of Granny Goose since the awareness ratio has not yet reached 100%, (2)
offer more promotions to boost sales and have the right message and ads to improve their
conversion ratio, (3) develop product testing to improve the product to increase their retention
ratio (4) Establish long-term relationships with customers to be able to serve them better and
gain loyal customers, (5) offer more product variants that use health-enhancing ingredients to
capture other segments of the market and to entice the consumers to try their product.
28
BIBLIOGRAPHY
Hair, Bush, Ortinau. (2006). (3rd E.d.). Marketing Research. Mcgraw-Hill: New York
San Juan, T.S. (2012). The Pinoy chips that conquered China. In Lifestyle.Inquirer.net. Retrieved
December 4, 2012, from http://lifestyle.inquirer.net/39687/the-pinoy-chips-that-
conquered-china
Glorioso, M.G. (2004). FNRI Study Reports Filipino Households Consume Fortified Foods. In
fnri. dost.gov.ph. Retrieved December 5, 2012, from http://www.fnri.dost.gov.ph/
index.php?option=content&task=view&id=121
Flores, K. (2009). Economic slowdown boosts sales of snack foods, health drinks, liquor. In
ABS-CBN News.com. Retrieved December 4, 2012, from
http://www.abs-cbnnews.com/business/04/26/09/economic-slowdown-boosts-sales-
snack-foods-health-drinks-liquor
Voiland, A. & Haupt, A. (2012). 10 Things the Food Industry Doesn't Want You to Know. In
Health.US News.com. Retrieved December 5, 2012, from http://health.usnews.com/
health-news/ articles/2012/03/30/things-the-food-industry-doesnt-want-you-to-know
Fellows, P. & Hilmi, M. (2011). Selling street and snack foods. Retrieved from
http://www.fao.org/docrep/015/i2474e/i2474e00.pdf
29
Appendix: Questionnaire
Introduction:
Maligayang bati! Kami po ay mga mag-aaral ng Pamantasang De La Salle-Maynila, at kami ay gumagawa ng isang pagsisiyasat sa inyong pook.
(Greetings! We are students from De La Salle University-Manila, and we are conducting a survey in your area today. )
Screening:
1. Maari ko po bang malaman kung sinu-sino sa inyong pamilya, kasama kayo, ang nagtratrabaho? Saan sila nagtatrabaho?
(May I please know who among your family, including yourself, are working? Where are they working?)
HH Head Respondent
Position
HUWAG ISAMA ANG MGA NAGTATRABAHO SA MGA KUMPANYANG PAGKAIN, BFAD O ALINMANG KAUGNAY NA KUMPANYA O INSTITUSYON.
(TERMINATE IF OTHERS WORK WITH FOOD COMPANIES, BUREAU OF FOOD AND DRUGA AND OTHER RELATED COMPANIES AND INSTITUTIONS.)
2. Mayroon po bang kahit sino sa inyong pamilya ang nagtatrabaho o may koneksyon sa mga sumusunod na kumpanya o klase ng kumpanya?
(Are there anyone in your family that works or has connections with this following companies or kinds of companies?)
Yes No
a. Ahensiya ng gobyerno na konektado sa pagkain
(Government Agency connected with food)
b. Kumpanya ng mga pagkain
(Food companies)
TERMINATE IF YES TO ANY
Nais po naming hingin ang inyong kooperasyon sa pagsagot ng ilang mga katanungan. Humihingi po kami ng 10 hanggang 15 minuto ng inyong oras
(We would like to ask you for your cooperation in answering a number of questions. We are asking 10 to 15 minutes of your time.)
Personal Data
3. Ano ang pinakamataas na antas na pag-aaral ang naabot niyo?
34
(What is your highest educational attainment?)
No Schooling 1
Some Elementary 2
Completed Elementary 3
Some High School 4
Completed High School 5
Vocational 6
Some College 7
Has a degree 8
Completed/some Master’s degree 9
4. Ano ang inyong relihiyon?
(What is your religion?)
Protestant 1
Roman Catholic 2
Islam 3
Iglesia ni Kristo 4
Born Again Christian 5
Other 6
None 0
5. Anu-ano po ang mga kinakain niyo? FM
(What do you usually eat?)
Snack Food (chichirya) 1
Rice and Viand (kanin at ulam) 2
Pastries(matatamis na pagkain) 3
Candy 4
Others 5
None 0
6. Ngayon po na nabanggit ninyo ang chichirya, anu-ano po ang mga tatak na unang naiisip niyo tuwing naririnig ang salitang chichirya?
(Now that you have mentioned “snack food”, what brands come to your mind when you hear the word snack food?)
7. Ano pa? (what else?) OM
8. Alam niyo po ba ang mga tatak na ito? Aided
(Do you know these brands?)
FM OM Aided
Oishi 1 1 1
Granny Goose 2 2 2
Leslie’s 3 3 3
Frito-Lay’s 4 4 4
Jack n Jill 5 5 5
Others 6 6 6
None 0 0 0
9. Para sa unang mention na tatak, saan niyo po nalaman ang tatak na ito? Saan pa?
(For the first mention brand, where did you learn about this brand? Where else?)
Television 1
Radio 2
34
Newspaper 3
Magazines 4
Friends/relatives/neighbour 5
Stores 6
Internet 7
Others 0
10. Paano naman ang mga ibang tatak ng chichirya? Ano-anong mga tatak ng chichirya ang inyong nakita, narinig, o nabasa sa nakaraang anim na buwan (FM)? Ano pa (OM)? Paano naman ang mga tatak na ito (Aided)?
FM OM Aided
Oishi 1 1 1
Granny Goose 2 2 2
Leslie’s 3 3 3
Frito-Lay’s 4 4 4
Jack n Jill 5 5 5
Others 6 6 6
None 0 0 0
11. Maari niyo ba ipaliwanag kung ano ang chichirya?
(May you define what a snack food is?)
12. Anu-ano ang mga tatak ng chichirya ang kinakain mo ngayon?
(What brands of snack foods do you now eat?)
Oishi 1
Granny Goose 2
Leslie’s 3
Frito-Lay’s 4
Jack n Jill 5
Others 6
None 0
13. Gaano kalaki ang iyong madalas na binibili? (What size do you usually buy?)
Small-size(maliit) 1
Large-sized(malaki) 2
In bulk(maramihan) 3
14. Ilang minuto o oras tumatagal sa inyo ang ganoong laki?
(How long (in minutes or hours) does this size last with you?)
15.Sa huling kain ninyo ng chichirya, saan po kayo kumain?
(During the last time you ate a snack food, where did you eat it?
House(bahay) 1
Workplace(sa trabahao) 2
Street(kalye) 3
Parks(parke) 4
Others 5
16. Gaano kadalas kayong kumain ng chichirya? Every days
(How often do you eat snack food?)
17. Saan kayo madalas bumili ng chichirya?
34
(Where do you usually buy snack foods?)
Sari-sari stores 1
Convenience stores 2
Supermarkets 3
Others 4
18. Anong tatak ng chichirya ang mga nakain niyo? Ano pa?
(What brands of snack food did you ever eat? What else?)
19. Anong tatak ng chichirya ang huling kinain mo?
(What brand did you last use?)
20. Anong tatak ng chichirya ang kinain mo bago yung sagot sa 19?(What brand did you use previous to the answer in 19?)
21. Anong tatak ang lagi mong kinakain?
(What brand do you eat most often?)
Q18 Q19 Q20 Q21
Oishi 1 1 1 1
Granny Goose 2 2 2 2
Leslie’s 3 3 3 3
Frito-Lay’s 4 4 4 4
Jack n Jill 5 5 5 5
Others 6 6 6 6
22. Anong presyo ng tatak ng chichirya ang huli mong binili?
(What price did you pay in that last purchase?)
23. Nahanap mo ba ang tatak ng chichirya sa pinagbilhan mo?
(Did you find that brand on the store you went to?)
Yes 1 (go to Q25)
No 2 (go to 24)
24. Anong ginawa mo?
(What did you do then?)
25. Maari niyo bang i-rate ang mga katangian na ito batay sa pinakamahalagang hinahanap niyo sa isang chichirya. Ang 1 ang pinakamataas. (Can you please rate these characteristics, 1 being the highest, based on the most important aspect that you look for in a snack food)
Crispiness(lutong) Richness in flavour(lasa) Less MSG used
26. Anong lasa ang madalas niyong bilhin?
(What flavour do you usually buy?)
Cheese 1
Sour Cream 2
Barbecue 3
Spicy 4
Garlic 5
Others 6
34
Marami pong salamat sa pakikilahok sa aming pagsisiyasat! Pagpalain kayo nawa!
(Thank you very much for participating in our survey! May you be blessed!)
34