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QC and CAMANAVA

Executive Summary: A total of 201 respondents from the Quezon City and
CMANAVA areas participated the survey on December !11" 2011# $tatistically"
the stratified samplin% &as espoused for the entire duration of the survey# 'he
follo&in% table illustrates the distribution of respondents per area and its
correspondin% percent distribution#
AREA
NO. OF
RESPONDENTS % DSTR!"TON
(!11 Centris 1
)Cyberpod*
2+
12#,
Ministop -ustamante 2+ 12#,
(!11 'u%ato%
Malabon
+
2#+
MDC .ate&ay Cubao / 1#+
MDC 0# 1odri%uez
-road&ay
2,
11#2
(!11 Centris 2 / 1#+
(!11 A-$!C-N 2 ,#+
(!11 Dalandanan 3 /#0
(!11 MC4 3 /#0
MDC 2/( Q!5laza 1+ (#+
(!11 Maya Arcade / 1#+
MDC Ne& 6armers , 2#0
MDC Anonas 2 ,#+
MDC Cubao
5hilamlife

,#0
MDC /,, 'rinoma
Mall 7evel .
2+
12#,
MDC 8oly Cross
Novaliches
1,
(#0
MDC 'rinoma QC
7andmar9
10
+#0
MDC Visayas Ave# ( /#+
Re#$%ndent#& Pr%'i(e
:n terms of se;" there &ere 111 )++<* male respondents as a%ainst to 20 ),+<*
female respondents#
SE) N"M!ER % DSTR!"TON
Male 111 ++
6emale 20 ,+
:n terms of a%e distribution" 22 ),3<* of the respondents &ere classified under
the /0!,+ a%e %roup# :t &as follo&ed by the 20!22 a%e %roup &ith 3, )/2<*# 'he
,3!+2" 1/!22 and 30 above a%e %roups follo& &ith 2/ )11<*" 12 )2<* and /
)1<*" respectively#
A*E !RAC+ET N"M!ER % DSTR!"TON
1/!12 12 2
20!22 3, /2
/0!,+ 22 ,3
,3!+2 2/ 11
30 above / 1
Catalo%in% the occupation" ,2 )2,<* of the respondents &ere students=out of
school# 6resh .rad=1!+ years e;perience 0mployees and
0ntrepreneur=-usiness >&ners came ne;t &ith ,( )2/<* and ,+ )22<*
respondents" respectively# At the bottom &ere Not 0mployed= 1etired &ith /3
)1<* respondents" Not 0mployed= 1etired &ith 20 )10<* respondents and the
'op Mana%ement=Mana%ement 7evel &ith , )2<* respondents#
OCC"PATON N"M!ER % DSTR!"TON
$tudent=>ut of $chool ,2 2,
Not 0mployed= 1etired /3 1
0ntrepreneur=>&n
-usiness
,+ 22
6resh .rad=1!+ years
e;perience 0mployees
,( 2/
$upervisors=0;perienced
0mployees
20 10
'op
Mana%ement=Mana%emen
t 7evel
, 2
5erusin% on the respondents? reasons for buyin% 5ocari $&eat" a ma@ority )22 or
,3<* of the respondents chose the benefits that they can derive from the
product# :t &as follo&ed by taste )/1*" &as as9ed to buy )/0* and others )/0* A
all at 1+< each# >thers bou%ht it because it piBued their curiosity )22 0r 11<*#
Mean&hile" others bou%ht it because either it &as recommended by their
doctors=coaches )1/ or 3<* or their preferred brand &as not available )12 0r 3<*#
6or the record" no one bou%ht the product because of its pac9a%in%#
REASON FOR !",N* N"M!ER % DSTR!"TON
POCAR S-EAT
Cas as9ed to -uy /0 1+
-enefits 22 ,3
'aste /1 1+
5referred -rand Not
Available
12 3
1ecommended by
Doctor=Coach
1/ 3
Curiosity 22 11
5ac9a%in% 0 0
>thers /0 1+
Chen as9ed &hen they usually buy 5ocari $&eat" 31 )/0<* respondents a%reed
that they do it before=after an e;ercise# -y the same to9en" , )2,<*
respondents bou%ht it before=after a sport activity# Moreover" others bou%ht it
due to thirst ),2 respondents or 21<*" han%over )22 respondents or 11<*"
diarrhea )12 respondents or 2<* and fever )11 respondents or +<*#
-.EN DO ,O"
"S"A//, !", POCAR
S-EAT0
N"M!ER % DSTR!"TON
-efore=After 0;ercise 31 /0
-efore=After $ports
Activity
, 2,
6ever 11 +
Diarrhea 12 2
8an%over 22 11
'hirsty Due to 8ot
Ceather
,2 21
>thers 0 0
Chen as9ed &here did they learn=hear about 5ocari $&eat" ,2 )2,<*
respondents %ot it thru fun runs=events# 'hirty!one )1+<* respondents did it thru
television commercials# >thers learned=heard about the product thru the
follo&in%D 6aceboo9= Cebsite= >nline $ites )2 or 1,<*" Ne&spaper=Ma%azine
Ads )21 or 10<*" $amplin%=5roduct 5resentations )20 or 10<*# Mean&hile"
others %ot their information thruD a recommendation by a friend )12 or 2<*" radio
advertisements )1( or <*" a recommendation by a doctor )2 or ,<* and sellin%
activity in the par9 ) or ,<*#
-.ERE DD ,O"
/EARN1.EAR A!O"T
POCAR S-EAT0
N"M!ER % DSTR!"TON
'V Commercial /1 1+
1adio Ad 1(
Ne&spaper=Ma%azine Ad 21 10
6aceboo9= Cebsite=
>nline $ites
2 1,
6un 1un= 0vent ,2 2,
$amplin%=5roduct 5res# 20 10
$ellin% Activity in the par9 ,
1ecommended by Doctor 2 ,
1ecommended by a
6riend
12 2
>thers 1 0
:n terms of their freBuency of purchase of the product" +3 of the respondents
)2<* bou%ht the product t&ice a &ee9# 6ifty!one of them )2+<* did it once a
&ee9# >thers" mean&hile" bou%h the product @ust no& )// or 13<*" others )// or
13<*" daily )/0 or 1+<* and once a month )2/ or 11<*#
.O- OFTEN DO ,O"
!", POCAR S-EAT0
N"M!ER % DSTR!"TON
Eust No& // 13
Daily /0 1+
>nce a &ee9 +1 2+
'&ice a &ee9 +3 2
>nce a month 2/ 11
>thers // 13
Chen as9ed &here they usually buy 5ocari $&eat" a ma@ority of the respondents
did it at (!11=Mini $top=Convenience $tores and Mercury Dru%=Dru% stores at ((
)/<* and (2 )/+<*" respectively# >thers %ot it at Mercury Dru%=Dru% stores )22
or 11<* and at 1etail $tores )1+ or (<*# 1espondents also listed the follo&in%
&here they buy the productD 5>$ >utlets )1, or (<* and others )2 or 1<*
-.ERE DO ,O"
"S"A//, !", POCAR
S-EAT0
N"M!ER % DSTR!"TON
(!11=Mini
$top=Convenience $tores
(( /
Mercury Dru%=Dru%
stores
(2 /+
Ma@or
$upermar9et=.roceries
22 11
1etail $tores 1+ (
5>$ >utlets 1, (
>thers 2 1
MAN/A and MA+AT
Executive Summary: A total of 100 respondents from the Manila and Ma9ati
areas participated the survey held on Dec 1/!1+ and 1(" 2011# $tatistically" the
stratified samplin% &as espoused for the entire duration of the survey# 'he
follo&in% table illustrates the distribution of respondents per area and its
correspondin% percent distribution#
AREA NO. OF RESPONDENTS % DSTR!"TON
(!11 5# Campa 3 3
(!11 7e%arda 1/ 1/
(!11 Quiapo 10 10
MDC 233 5hilamcare + +
MDC 20 'M Fala&
0rmita
3 3
(!11 Eupiter ( (
(!11 .uadalupe Arcadia ( (
Ministop dela 1osa + +
Ministop ME7 / /
Ministop Fin%scourt / /
Ministop Cypress / /
Ministop Glaya
(!11 .astambide 3 3
Ministop 0arnsha&
Ministop Mendiola + +
(!11 0arnsha& + +
Re#$%ndent#& Pr%'i(e
:n terms of se; distribution" the survey &as consisted of +2 )+2<* males and 2
),<* females#
SE) N"M!ER % DSTR!"TON
Male +2 +2
6emale , ,
Dissectin% the a%e distribution" the respondents &ere lar%ely made up of
consumers belon%in% to the 20!22 )22 or 22<* and 30 above )2+ or 2+<* a%e
%roups# :t &as closely follo&ed by consumers belon%in% to the 1/!12 and /0!,+
a%e %roups" both at 2( )2(<*# >nly nine )2<* consumers belon%ed to ,3!+2 a%e
brac9et#
A*E !RAC+ET N"M!ER % DSTR!"TON
1/!12 12 12
20!22 2( 2(
/0!,+ 12 12
,3!+2 2 2
30 above 2+ 2+
:n terms of occupation" the students=out of school consumers comprised the
bi%%est share at /2 )/2<*# Not so distant &as the unemployed=retired at 22
)22<*# 'hey &ere immediately follo&ed byD entrepreneurs=business o&ners"
supervisors=e;perienced employees and fresh %raduates=1!+ years e;perience
employees at 12 )12<*" 11 )11<* and 2 )2<*" respectively#
OCC"PATON N"M!ER % DSTR!"TON
$tudent=>ut of $chool /2 /2
Not 0mployed= 1etired 22 22
0ntrepreneur=>&n
-usiness
12 12
6resh .rad=1!+ years
e;perience 0mployees
2 2
$upervisors=0;perienced
0mployees
11 11
'op
Mana%ement=Mana%emen
t 7evel
0 0
Chen as9ed the main reason for buyin% 5ocari $&eat" an over&helmin% ma@ority
)32 or 32<* sin%led out the benefits that the product provides# '&elve )12<*
mentioned that they &ere as9ed to but it# >thers bou%ht due to its taste ) or <*
and curiosity )3 or 3<*# 'he other five individuals bou%ht it because their
preferred brand &as not available )/ or /<* and it &as recommended by their
doctors=coaches )2 or 2<*#
REASON FOR !",N*
POCAR S-EAT
N"M!ER % DSTR!"TON
Cas as9ed to -uy 12 12
-enefits 32 32
'aste
5referred -rand Not
Available
/ /
1ecommended by
Doctor=Coach
2 2
Curiosity 3 3
5ac9a%in% 0 0
>thers 0 0
More than half of the respondents )+0 or +0<* bou%ht the product lar%ely due to
thirst attributable to hot &eather# :t &as follo&ed by respondents &ho bou%ht it
before=after an e;ercise at / )/<*# $ill related to fitness" 13 )13<*
respondents bou%ht it before=after a sports activity# >ther respondents bou%ht
the product for a motley of reasonsD han%over )( 0r (<*" diarrhea ), or ,<* and
fever )/ or /<*#
-.EN DO ,O"
"S"A//, !", POCAR
S-EAT0
N"M!ER % DSTR!"TON
-efore=After 0;ercise / /
-efore=After $ports
Activity
13 13
6ever / /
Diarrhea , ,
8an%over ( (
'hirsty Due to 8ot
Ceather
+1 +1
>thers 0 0
:n terms of information source about 5ocari $&eat" a vast ma@ority )30 or 30<*
relied on television commercials# Ne&spapers=ma%azine advertisements
follo&ed at 1/ )1/<*# >thers %ot their information thru fun runs=events and
recommendations by a friend" both at 11 )11<*# >ther sources includeD
recommendation by a doctor )2 or 2<*" 6aceboo9=&ebsite=online sites )( or (<*
samplin%= product presentations )+ or +<*" sellin% activity in the par9 ), or ,<*
and radio advertisements )2 or 2<*#
-.ERE DD ,O"
/EARN1.EAR A!O"T
POCAR S-EAT0
N"M!ER % DSTR!"TON
'V Commercial 30 30
1adio Ad 2 2
Ne&spaper=Ma%azine Ad 1/ 1/
6aceboo9= Cebsite=
>nline $ites
( (
6un 1un= 0vent 11 11
$amplin%=5roduct 5res# + +
$ellin% Activity in the par9 , ,
1ecommended by Doctor 2 2
1ecommended by a
6riend
11 11
>thers 0 0
Most respondents ),+ or ,+<*" purchased 5ocari $&eat t&ice a &ee9# 'hirty
)/0<* did it on a daily basis# >ther respondents purchased it once a &ee9 )2/ or
2/<* and others purchased it only at the time of the survey )1/ or 1/<*# At the
bottom &ere respondents purchasin% it once a month )+ or +<* and others )/ or
/<*#
.O- OFTEN DO ,O"
!", POCAR S-EAT0
N"M!ER % DSTR!"TON
Eust No& 1/ 1/
Daily /0 /0
>nce a &ee9 2/ 2/
'&ice a &ee9 ,+ ,+
>nce a month + +
>thers / /
More than half of the respondents )+, or +,<* purchased their 5ocari $&eat at
(!11=Mini $top=Convenience $tores# Mercury Dru%=Dru% stores and Ma@or
$upermar9et=.roceries &ere the second and third choices at /+ )/+<* and 20
)20<*" respectively# >ther popular venues &ereD 5>$ >utlets ) or <* and
1etail $tores and >thers" both at )<*#
-.ERE DO ,O"
"S"A//, !", POCAR
S-EAT0
N"M!ER % DSTR!"TON
(!11=Mini
$top=Convenience $tores
+, +,
Mercury Dru%=Dru%
stores
/+ /+
Ma@or
$upermar9et=.roceries
20 20
1etail $tores 2 2
5>$ >utlets
>thers 2 2
RECOMMENDATONS
As novel as 5ocari $&eat may be" its popularity is increasin%" thou%h not
abruptly" but at a steady pace# Cith a multitude of drin9 products available in the
mar9et" it is imperative that 5ocari $&eat be pushed a%%ressively to the
mainstream consumers# Althou%h the survey revealed that consumers buy
5ocari $&eat for its health benefits" no one bou%ht it because of its pac9a%in%#
'his may appear shallo&" but it has been proven that consumers are visually
stimulated rather easily# 'hus" it is recommended that the desi%n be revamped
and create a visual that is rather friendly and easy to the eyes" universal" iconic
and memorable# As Dr -en@amin 5unchard" an advertisin% %uru" puts itD -rand
reco%nition H consumer loyalty# :n the same li%ht" a clever television
advertisement starred by a popular personality accentuatin% the product?s health
benefits may do the tric9# 0ither &ay" the end %oal" after all" is to reinforce brand
reco%nition#
0Bually important are belo&!the line promotions# Althou%h fun runs" as the
survey dictates" &ere an e;cellent avenue of promotion" it is rather limited#
Maybe there is a need to e;plore other avenue such as tele!mar9etin%" road
sho&s promotions and in! shop and shop!front activities#
:n terms of distribution" surprisin%ly" consumers bou%ht 5ocari $&eat in (!11=Mini
$top=Convenience $tores# Fno&in% ho& mall!obsessed 6ilipinos are" the result
is some&hat surprisin%" be&ilderin% even# 'hus" it should be campai%ned
heavily that the visibility of the product in malls be even more upheld# 'his is the
easiest and the most spot!on venue considerin% the heavy volume of shoppers
malls receive#
A Buic9 profile of the respondents reveals that there are more males" more
students=out of school individuals and consumers belon%in% in the /0!,+ and 20!
22 a%e brac9ets &ho patronize the product# 'o ma9e the distribution more
democratic" the challen%es may be are to less masculinize the brand ima%e"
ma9e it more appealin% not @ust amon% students and to ma9e it more allurin%
across a%e brac9ets#
>n a final note" the Buestionnaire rather lac9ed the most essential BuestionD
findin% out the respondents? perception about the product# :t could have been a
potent determinant of enhancin% 5ocari $&eat# 8ence" there is a need to thro&
in more Buestions that &ould delineate the consumers? perception about the
product#