DRAGON RICE BALL 7: A MARKET RESEARCH

Submitted in Partial Fulfillment for the Requirements in Basic Principles of Marketing

Researcher

Ivan RoiRufino

12 Villlar

Mrs. Marilou Ompad

Basic Principles of Marketing Adviser

December 2019
 Table of Contents

Executive Summary………………………………………………………………….……1

Introduction……………………………………………………………………………..…..3

Objectives……………………………………………………………………………….…..5

Results………………………………………………………………………………...……..6

Conclusion…………………………………………………………………………………12

Recommendation………………………………………………………………….……..13

References…………………………………………………………………………………14

Appendixes………………………………………………………………………………..16

Tables

Table 1…………………………………………………………………………………….….6

Table 2……………………………………………………………………………………..…7

Table 3………………………………………………………………………………………..8

Table 4………………………………………………………………………………………10

Table 5………………………………………………………………………………………11
EXECUTIVE SUMMARY

The diversity of the strategies existed in this society is very evident, you

can really see it clearly that in every businessman, different strategies were also

usedand this strategies serve as their so called secret in order for their offerings will

cater the needs and wants of their target market and will experience the satisfaction

they wanted to offer along with their product being purchased from them.

Businessmen thinks of ways, thinks of different approaches and

different strategies in order for their product to be available for their target market

and buy it, even thinking of ways in order to be on top of the chain where competition

is very tight and risky. These are different strategies that philosophers, scientists,

researchers, etc. have already suggested, different strategies applicable for different

types of businesses or both, there is strength, weaknesses, more opportunity can be

drawn from this strategies and even threats that with one wrong management of this

strategy might ruin or destroy the business venture that have just existed.

In this market research paper, the researcher used a quantitative

approach in order to cater bigger sample size, used a descriptive design in order to

easily describe the sample size being used as the basis of the results. The results

were gathered using a researcher made market research survey questionnaire

validated by Mrs. Leonor B. Castolo, Business Simulation adviser. With the help of

the data being gathered, the researcher was able to analyze the target market, with

the result being presented, the researcher was able to use the opportunity on how to

understand the target market and target market place with the help of the “4Ps”

approach particularly: Product, Price, Place, Promotion.

 The different strategies were met, applicable strategies specifically for

the target market place since the society is also diverse, so also strategies are. The

researcher concluded that the combination of strategies applicable for different fields

or grounds of specification can be effective because it will not only help get a good

profit but also it can help build a good relationship to the industry, to the customers

and to the country as a whole.With this implications of the factors affecting consumer

behavior, this can be said that some factors has a big effect for some customers with

their buying decisions and their attitude towards the product being offered to them,

including its ways on how they endorsed to the general public.

Recommendations are also presented in this paper for different fields,

new and/or old, future and/or present time, recommended are the things that might

help all businessmen to grow, to start up , level up, and to develop to a better level or

stage in their business career life, also for future market researchers so they can

use the study to improve and strengthen their study that is under construction and

can share the knowledge they got from this market research paper.
INTRODUCTION

People tend to have their decisions bases on the needs they want to be

satisfied, to the wants they like to be satisfied or both. There are also people who

wanted to base their decisions to things that are beneficial both to their necessities

and their leisure. There are different kinds of decisions that people do when they buy

or purchase a certain product, I could be goods or services, that considered to be

their behavior as consumer or customer towards buying decision. Cases that

customers are not satisfied with what they bought, customers are not contented on

what they got and customers feel that they deserve more to what they are offered

are just situations in the market place that be considered as normal because of the

different strategies used by different firms and/or companies for the benefit of gaining

profit, but also, there are some customers that feel differently to what is mentioned

earlier and it is because customers received the satisfaction they need and expected

and one can say that it brightens up the image of a company because of a good

serviced and relationship with theircustomers through their product.

Consumer buying behavior refers to the purchasing practicesof the

general consumers. Different indicators, characteristics, attributes affect one in what

he is and the customer in his process of making choices, online purchasing,

consuming behavior, and the brands he buy and/or the intermediaries he went for. A

consumer is chiefed by his origin, sub origin, his social group, his family, his attitude,

etc. Including trends and its environment (N. Ramya& SA. Mohamend Ali, 2016).

According to Rebollo (2018), the travel industry has for some time been

perceived as one of the most in luential monetary segments. It has been realized

that
movement and the travel industry give positive monetary effect in many nations

around the globe. These days, millennial are considered as the most recent age on

the visitor markets, who are presently dynamic explorers wherein they are beginning

to manufacture travel inclinations, showing patterns, inspiration, and in luencing

one's feeling and conduct. They share a similar sort of encounters, however it comes

to inclinations and contrasts in conduct, frames of mind, inspirations, qualities, and

ways of life, this implies that consumer buying behavior will surely depend of the age

of the target market and their needs that fit to what generation they belong, to what

century they are in (Amatulli, Guido &Nataraajan, 2015).

Martinez etal. (2015) added that this investigation inspects the impacts

of establishments radiating from the social condition on biologically maintainable

purchaser conduct in a creating nation setting. Drawing on the social point of view

model of buyer decision and institutional hypothesis, this examination contends that

the regulative, standardizing and psychological components of the institutional

condition assume basic jobs in molding the pro‐environmental dispositions called

eco‐attitudes of purchasers. Thus, eco‐attitudes decidedly impact the eco‐behavior of

customers. Furthermore, White et al. (2019) said that Featuring the significant job of

advertising in empowering practical utilization, the momentum inquire about presents

an audit of the scholarly writing from promoting and conduct science that inspects

the best approaches to move purchaser practices to be progressively reasonable.

The motivation behind this investigation was to dissect the impact of big

name support on shopper's purchasing conduct. This investigation focused on the

15-34 years of age buyer fragment in light of the fact that an examination by The

Nielsen Global Survey (2015) uncovered that this portion is the most impacted by
superstar support. The examination inspected the connection between the key

qualities of big name endorsers and purchasers' purchasing conduct just as their

general involvement in big name support (Lima, 2017). Khan and Lodhi (2016)

added that the exploration depended on the investigation of big name support.

OBJECTIVES

This study aimed to determine what are the factors that affect the

behavior of consumers in purchasing the product;

The study aimed to determine the ways on how to present and endorse

the product in for their own convenience; and

The study aimed to determine how to play with the competition given

that our target market will be our only basis on how to win the game called

competition.
RESULTS:

This section will show the different tables that shows the results of the

finished market survey at Barangay 31-D Jacinto Extension Boulevard Davao City

last November 2019. The following are as follows:

Table1.

NEEDS ASSESSMENT
Question Option 1 Option 2 Option 3 Option 4 Option 5 Total

Number
1 43 57 0 0 0 100

This implies that option no. 2 is the most preferably quality of the

product which is Tastier food that is given in the choices.

Some people would prefer to buy foods with tastier substances such as

flavors, ways of cooking and/or additives and alternatives used.

According toMèndez et al. (2011) that without knowing the brand to

where the taste is experimented, leads customers generally to purchase their

choices rudimental by their taste. Consumer who tests the taste of brandings as

better differ their fave more when they know the brand-taste commonality is widely

greater in the most differentiated sector.

Swamy et al. (2012) added that Ease of home planning and contrasts in

tastes were the significant explanations behind non utilization, while prepared

accessibility and spare time of arrangement were the purposes behind expend in

Instant Food Products. Retail shops are the significant wellspring of data and

wellspring of acquisition of Instant Food Products.

Table2.
 PRODUCT

Questio Option Option Option Option Option Option Option Total

n No. 1 2 3 4 5 6 7

1 32 50 15 3 0 0 0 100

2 78 2 5 9 6 0 0 100

3 10 10 10 10 10 10 40 100

4 61 30 5 4 0 0 0 100

5 12 67 0 21 0 0 0 100

This implies that our target market prefer to eat at (1)lunch, (2)would

want to use paper lunch box, (3)prefer the 7 th combination of Dragon Rice Ball 7,

(4)a small bite size for our rice ball and (5)would prefer to place it on a paper bag

container.

To focus more on the product as basis of consumer buying

behavior,Liao et al. (2009) state that deals advancement methodology and its

collaboration impacts with item advance are found to have critical effects on update

drivepurchasing. In particular, instant reward advancement advances more grounded

update motivation purchasing than a delayed‐reward advancement. Moreover, both

an utilitarian item bid with a value rebate advancement and an epicurean item claim

with a superior advancement can energize more prominent update drive purchasing.

Various market patterns propose a developing job for item bundling as

a brand correspondence vehicle. Advertising depends vigorously on the visual

correspondences of bundling to illuminate and convince shoppers both at the

purpose of procurement and at the purpose of utilization (Underwood, et al, 2001).

Table3.

PRICE

Question Option 1 Option 2 Option 3 Option 4 Option 5 Total

No.

1 80 15 5 0 0 100

2 80 15 5 0 0 100

3 80 15 5 0 0 100

4 15 75 10 0 0 100

5 34 0 0 0 60 100

This implies that our target market prefer to buy the product that costs

10.00Php – 15.00Php approximately and can buy 7 pieces for 50.00Php.

As what Deac et al. (2010) indicated, The uncompromising stance's

available is controlled by the worth offered by selling its items or offering its

administrations, the advertising relying upon the clients' view of the estimation of the

item or administration offered to them, and the position involved in connection to the

contenders is dictated by the degree of the item's costs and focal points offered by

the challenge. The cost and the worth value proportion are two central factors of

which the association's endurance depends in the aggressive condition.

To guarantee the way that the evaluating methodology be a long haul

achievement we should characterize in the beginning time of developmentresearch

the worth cost proportion, having in see that it's feasible for an item with an

expanded apparent worth not to be presented available with an aggressive value, an

angle that can be moved toward utilizing the objective expenses and target esteem

strategy, a technique that permits to characterize the creation costs cutoff points and

fixing the objective cost to stay away from the starting mistakes (Carstea, et al.,

2010).

Table4.

PLACE

Question Option 1 Option 2 Option 3 Option 4 Option 5 Total

No.

1 43 0 5 52 0 100

2 43 0 5 52 0 100

3 43 0 5 52 0 100

4 43 0 5 52 0 100

5 43 0 5 52 0 100

This implies that our target market prefer to but our product at Jacinto

Extension for their convenience.

One factor that will literally affect the buying behavior of the

consumer/customers is the place.

According to Sehrawet&Kundu (2007), country occupants found that bundling is

increasingly useful in purchasing, that better bundling contains a superior item and
that they are more impacted by the simplicity of putting away a bundle than their

urban partners. Simplicity of carriage, bundle weight, straightforwardness,

straightforwardness and closeness of bundling have relatively less effect on buy

choices of provincial customers than urban ones. In any case, rustic shoppers

progressively basic about bundling as they firmly think about that it adds to deluding

purchasers and is likewise a natural risk.

Table5.

PROMOTION

Question Option 1 Option 2 Option 3 Option 4 Option 5 Total

No.

1 11 23 47 19 0 100
 2 11 23 47 19 0 100

3 11 23 47 19 0 100

4 11 23 47 19 0 100

5 11 23 47 19 0 100

This implies that our target market prefer to use Face to facestrategy

promotion for our product, Dragon Rice Ball 7.

Promotion is one of the key in order for people to know and somehow

will give them the idea of buying the offered product.

We can see that organizations spend an enormous segment of their

financial limits available to be purchased advancement. The objective is to offer the

product increasingly alluring and important. These thoughts enable us to reason that

the organizations look to control the purchasing exercises of buyers, thus start a

solid limited time crusades or changes in valuing approaches, with different

measures (Ashraf, et al., 2012).

CONCLUSION

Given of the different strategies presented in the results of this paper,

the research concluded that this strategies are effective enough to compete with

others and can surely assure business that they will gain enough or more customers

using these strategies if managed well or with proper guidance in managing

business. Presented earlier are the strategies that understands not only the

competition but significantly understands the buying behavior of your target market
and if you, a business man, starting to put up a new venture, you must really

understand your target market behavior and using this results conducted by the

researcher, it will be effective enough to rise and start up that new venture you have

in mind. Remember that with proper management and proper risk-return trade off

practices, strategies will be much effective times more than you expected.

RECOMMENDATION

The results of the market survey conducted by the researcher were

analyzed and discussed and the different strategies were met. In this market

research, the following were recommended:

New Businessmen. This market research can be used by these New

Businessmen in order to have an effective plan to act in starting their new business

venture;
 Existing Businessmen. This market research can be used by these

Existing Businessmen to improve their strategies, to level up their business and to

gain more not only profit by also loyal customers; and

Future Market Researchers. This market research can be used by

these Future Market Researchers as their references of their study knowing that this

paper consists of citations that help finish this research

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APPENDIX A
Making of the final product prototype
 APPENDIX B
Packaging and Product evaluation
 APPENDIX C
Conduct of Market Survey and Needs Assessment Survey
 CUSTOMER BUYING PROGRAM

“DRAGON RICE BALL 7: A BRIDGE TO HUNGER”

Objective/s:
The program aims to reach the following objectives:
1. To bridge the number one problem in our target market and place, Barangay
31-D Jacinto Extension Boulevard Davao City;
2. To let our target market know how to make Dragon Rice Ball 7 for their own
sake; and
3. To provide a safe and easy way to bridge hunger in the homes of the people
in Barangay 31-D Jacinto Extension Boulevard Davao City.
Procedures:

 Inform the barangay officials for them to be aware that you wanted to have a
program for their constituents, provide requirements that will let them validate
and approve such proposal.
 Look for NGOs and/or LGUs that will support our program
 Make a budget proposal, together with the other requirements such as the
venue, the date and time, the identified target market and target market place
then present it to the organization that will support the program.
 Invite guest speakers like health specialists, doctors, entrepreneurs and more
for some inspiring words for the participants.
 If not approved then provide lacking requirements, if approved then give a
further notice to the barangay hall for the participants will be informed.
 Invite participants, everyone will be invited, posters on the road, flyers of
every home and an announcement from the barangay will be a very good
strategies that people will be fond of joining.
 Along the program, there will be an intermission numbers, speakers will give
them inspiring words that will touch their hearts and also, the process of
making the product, Dragon Rice Ball 7, will be presented as the main event
of the program with proper hygiene to be taught by our instructors, which are
Ivan Roi Rufino, Hanah Bel Pedres and Russel John Rabor.
 After the process of making the product, we will let them have the finished
product they have done to serve as their snack.
 In the last part, we will be having a testimonies and reflections on what how
their experience was and their thoughts about the product.
Evaluation or Feedbacking:

 According to the Barangay Captain of Jacinto extension, that it will be a great

idea id this kind of program will be established in their barangay because it
would not only bring profit to businesses but also, this will let people to be
more creative to think of more ways to develop a certain innovation.
 “unta matunong na sya sa adlaw na daghan ug tao para daghan makaapil kay
kung ako ana nah, nganong di gud muapil, galling lang kay busy lagi ang mga
tao sad, sig panarbaho pero wa japuy mahatag na pagkaon sa pamilya,
nindot unta ni na nga program ba kay tudluan ang mga tao na mag buhat ug
sayun ug barato na pagkaon, di pajud sya ingon na pagkaon lang kay kung
tanawon man sa inyung gipakita sa amoa na mga picture lami man sya
tanawon”
-Evangeline Suarez
 “ok kaayu na kay dili na kailangan mupalit sa akong asawa ug mahalun kay
para lang makakaon mig lami, isa pa murag nindot sad sya na programa kay
sukad, wala pajuy nahitabo na ingana diria sa among lugar, kung mapadayun
lang mana ah, sigurado daghag malipay ug daghag maganahan ana.
Ipadayun na dong”
-Irving Pedres

Expected Output:

 The program was a success, the goals were met and everything went well, all
the participants have enjoyed the program and felt like it was an advantage
for them to have and to be given a hand on how to bridge hunger in their
homes.

Prepared By,
Ivan RoiRufino
12 Villar