Community College of Gingoog

City

In Partial fulfillment of the requirement for the course

Market Research & Consumer Behavior

Potato Pizza
Submitted by:

Rhey Angelo C. Jabagat

Eriel L. Reñosa
 I. Introduction

The usual brands of pizza that we’ve tasted and eaten elsewhere are somehow similar
in taste, and since pizza is a favorite food for many all over the world, we have decided to
innovate our own pizza using potato as a dough. Potato pizza is an innovative product
compared to other products in the market, and we came up with this idea because of the fact
that the pizza we’ve bought in the market is commonly labeled as unhealthy, as it can be high
in calories, sodium, and carbs. The twist we put on our pizza is to balance the benefits we get
from it since potatoes contain vitamins, mineral, and fiber. In this way, we are promoting a
balanced eating lifestyle that also offer a delicious and healthy option. In this way, consumer
might love the combination we made and might be trending as well.

My partner, Eriel L. Reñosa and I, Rhey Angelo C. Jabagat has decided to named our
company “Veggie Pizza”. We choose this kind of name for a reason that our product itself
has a main ingredient of a potato that belongs to vegetable and contains nutrients which can
also make our overly pizza much different from the usual one. We guarantee that our
consumer will never forget the name of our company given the fact that our product is rare in
the market place and the name itself is quite easy to remember. Our company is named after
our product since we only sell pizza that has a potato as the main ingredient and made
differently. Lastly, we created this company name for a reason that our consumer will easily
identify our product since it is only us who sell pizza with a mix of vegetables on it.

Our product to be offered in the market place is Potato Pizza. We have known that
Pizza is very popular in all market place because of its deliciousness and different types of
flavor that’s why we came up with an idea to ran a business that is popular but built different.
In our product, we put a twist, and the twist is we use potato as the main ingredient of our
pizza and we believed that our product can get the attention of every consumer especially
those who love pizza and wants to try something new and those who love veggie product as
well. We do innovation in this product because we use potato as a dough to our pizza instead
of the main ingredients as the original, and its only up to us on which toppings we will put to
our product but overall it’d really look like a usual pizza that we eat. We plan to sell our
products that will only cost Php120 per box and we think that it’s already much affordable
than the other pizza out there.
 The aim target of our product are those people ranging from 20-34 because as we
observed in the market place that most people who love pizza are those that ranging from that
ages. Our target are mostly those college students like us and also parents as well because we
know that many of us love potato and pizza at the same time that’s why it’s a good
combination. We do believed that the target consumer we choose is the best fit in our
business product since we all knew that college students like hanging out with friends and
even on birthdays, and also in family trip pizza is always the best choice given the fact that
our potato pizza is affordable and buyable to anyone.

According to UC DAVIES HEALTH, potatoes contain vitamins, minerals, and fiber.

They’re rich in vitamin C, which is an antioxidant. Potatoes were a life-saving food source in
early times because the vitamin C prevented scurvy. Another major nutrient in potatoes is
potassium, an electrolyte which aids in the workings of our heart, muscles, and nervous
system. Potato skin contains fiber, which is important for digestive health. Potatoes are a
good source of fiber, which can help you lose weight by keeping you full longer. Fiber can
help prevent heart disease by keeping cholesterol and blood sugar levels in check. Potatoes
are also full of antioxidants that work to prevent diseases and vitamins that help your body
function properly.

The main reason that consumer will buy in our product is that it has something new
to offer and knowing that people would love to buy products that’s new to them so they
could able to know the taste of it. Secondly, our product is budget meal or shall we say
affordable yet guarantee a very delicious taste. Lastly, our product is pizza but made in
potato, thus, from the word pizza itself it can gain the attention of those pizza lover and non
pizza lover because of the twist we made. Other than that, we believed that consumer will
buy in our product given the fact that it is delicious, and healthy at the same time brought by
the potato and surely elders will love the taste of it otherwise. Rest assured that consumer will
never regret buying in our product yet it will satisfy their expectations towards our very own
potato pizza.
 II. Statement of Purpose

Veggie Pizza Company believes that it will get the attention of the Consumer. Hence,
the main goal of Potato Pizza is to promote its delicious product yet healthy at the same time.

Otherwise, this study aims to answer the following questions:

1. Does the price suits to the product?

2. Will the taste of potato pizza suits the preference of the target market?
3. Does advertising the product in social media attracts possible consumer?
4. Does the packaging design attracts the interest of the consumer to buy?
5. Does the size of the product satisfies the customer?

III. Hypothesis Statement

The proponents believe that the taste and size of the product suitable to its price. By using a
unique packaging design which can attract the consumer, and advertise in the social media in
order to make the business known and profitable.

IV. Background of the Study

We decided to focus on this product since ages from 20-34 do really like pizza and we
assumed that they will also try to buy our product given that we have something new to offer
for them. We are focusing on this product because we are trying to promote an innovative
way of making pizza that’s why we came up with this idea that could possibly hit the market
place.
 The location of the product will be in Misamis Oriental, Community College of
Gingoog City. We decided to put our business there because of the fact that our target market
ranges from 20-34 ages and we believed that it’s the best choice since we know that most
college students likely to eat pizza.

We choose to named our company “ Veggie Pizza” because it’s easy to remember
and from the name itself consumer will easily identify our product. We choose the word
Veggie for a reason that our main ingredient is potato that contains nutrients and vitamins, it
is also appealing and a very unique one.

The main ingredients in our product is the potato which can be buy anywhere so it’s
very easy for us to do our product. The first thing we do is to peel the potato and put it in a
bowl with water so the color will not change and shred it or grate and put in the water again
to avoid darkening and mix it with eggs and flour and other seasoning, and that is the main
ingredient to form a dough, and it’s only up to us on which toppings we will put into.

V. Objective of the Study

After conceptualizing the product, proponents decided to focus the study. The
proponents cone into conclusion of setting some objectives. The company aims to:

1. Determine whether the price suits to the product

2. Identify if the taste of potato pizza suits the preference of the target market
3. Determine if advertising the product in social media attracts possible
consumer
4. Identify if the packaging design attracts the interest of the consumer to buy
 5. Determine whether the size of the product satisfies the customer

VI. Significance of the Study

Every member of society can benefit greatly from the study. It matters for the
following:

Student

- The proponents will help the students to identify products that is balance with
nutrition and deliciousness, in that way, students can have a healthy way of
eating.

School

- The proponents will assist the school in promoting a nutritious food product
that will be offered in the school campus.

Administration

- The proponents will work with the administration to encourage everyone

especially those who are malnutrition to eat products that can help them to be
nutritious.

Community

- The proponents will help the community remove the various social, cultural,
and logistical barriers that confound the well-intentioned efforts of many
public health programs.
 VII. Description of the Study

Packaging

- The design of our packaging

will looks like this, simple yet
very eye catching.

Pricing

- The Potato pizza is available in one size which would only costs Php120 per
box. Delivery fees will be charged depending on how far your place is ( inside
Gingoog City ).

Promotional Activities

To convince and attract more people who will buy the product offered by the
business, potato pizza will market their product in a variety of ways, including the following:

Personal Selling – This could be a great way when persuading people to buy a product.

Sales Promotion – This kind of technique would be a better idea to encourage people to buy
because of the incentives they will get.

Social Media – Social platform is a big help when promoting a business since we all know
that people nowadays is much updated to social media.

Advertisement

- The business named potato pizza will do the following advertisement:

Outdoor Advertising – In this way, Veggie Pizza company will do the banners, flag, wraps
and tarpaulins in order for the consumer to be convinced.

Digital Advertising – This kind of advertising will help our business to be known quickly
because of the use of internet where we can able to display our product.
 VIII. Research Design

The design of this research is descriptive knowing that the researchers will gather data
coming from the response of the target consumer. The sampling that the researcher used to
gather data will be cluster sampling, which means that only selective group from a whole
population will be the respondents of this research. The data that have been gathered will be
analyzed, discuss, and present the conclusion. This kind of strategies commonly used when
the researchers would want to know the opinion and perspective of the respondents about a
certain topics or products.

RESULTS & DISCUSSION

After conducting pilot product testing and floating of the questionnaires, the
researchers was able to come up with the following data out from 30 respondents.
Here are the interpretation and answer to the statements of the purpose:
Statement of the purpose No.1. Does the price suits to the product?
According to the data gathered it stated that 3.6% of respondents strongly agreed that the
product is affordable.
Based on the survey conducted, 3.66% of respondents strongly agreed that they are satisfied
with the price of the product.
According to the results of the survey, majority of the respondents strongly agreed that the
price itself is good which has a mean of 3.66%.
In addition, 3.63% of respondents strongly agreed that they will like to buy the product with
the given prices.
Table.1 Survey result for statement of the purpose no.1
Statements Mean Equivalent Meaning
 The product is affordable 108/30= 3.6 4 Str. Agree

 I am satisfy with the price of the product 110/30= 3.66 4 Str. Agree

 The price itself is good 110/30= 3.66 4 Str. Agree

 I like to buy the product with the given prices 109/30= 3.63 4 Str. Agree

Statement of the purpose No.2. Will the taste of potato pizza suits the preference of the
target market?
 According to the data gathered it stated that 3.83% of respondents strongly agreed that they
like the taste of potato pizza.
According to the survey conducted, 3.8% of respondents strongly agreed that they would love
to taste it again.
Based on the results of the survey, the respondents strongly agreed, indicating that they are
very satisfied with the taste of potato pizza since the mean score was 3.8%.
Additionally, the respondents strongly agreed that they like the idea of putting potato pizza as
the main ingredient, which has a mean of 3.76%.

Table.2 Survey result for statement of the purpose no.2

Statements Mean Equivalent Meaning
 I like the taste of potato pizza 115/30= 3.83 4 Str. Agree

 I would love to taste it again 114/30= 3.8 4 Str. Agree

 I am very satisfied with the taste of potato pizza 114/30= 3.8 4 Str. Agree

 I like the idea of putting potato as the main ingredient 113/30= 3.76 4 Str. Agree

Statement of the purpose No.3. Does advertising the product in social media attracts
possible consumer?
According to the data gathered it stated that 3.76% of respondents strongly agreed that it
would be helpful to post the product in social media.
In addition, 3.8% of respondents strongly agreed that posting it will gain consumers.
Based on the results of the survey, the respondents agreed that the product will be known
with its mean of 3.46%.
According to the survey conducted, which had a score of 3.86, the respondents strongly
agreed that it can help to promote the product.
Table.3 Survey result for statement of the purpose no.3
Statements Mean Equivalent Meaning
 It would be helpful to post the product in social media 113/30= 3.76 4 Str. Agree

 It will gain customers from it 113/30= 3.76 4 Str. Agree

 The product will be known 104/30= 3.46 3 Agree

 It can help to promote the product 115/30= 3.83 4 Str. Agree

 Statement of the purpose No.4. Does the packaging design attracts the interest of the
consumer to buy?
According to the data gathered it stated that 3.53% of respondents strongly agreed that they
like the packaging design.
According to the survey conducted, 3.7% of respondents strongly agreed that it does attracts
them as a consumer.
Based on the results of the survey, the respondents strongly agreed that they consider
packaging design before buying, which had a score mean of 3.73.
Additionally, the respondents strongly agreed that good packaging design entice them to buy,
by its mean score of 3.66%.
Table.4 Survey result for statement of the purpose no.4
Statements Mean Equivalent Meaning
 I like the packaging design 106/30= 3.53 4 Str. Agree

 It does attracts me as a consumer 111/30= 3.7 4 Str. Agree

 I consider packaging design before buying 112/30= 3.73 4 Str. Agree

 A good packaging design entice me to buy 110/30= 3.66 4 Str. Agree

Statement of the purpose No.5. Does the size of the product satisfies the customer?
According to the data gathered it stated that 3.7% of respondents strongly agreed that they are
well satisfied with the size of the product.
Based on the survey conducted, 3.76% of respondents strongly agreed that it would be
enough for them as a consumer.
According to the survey conducted, which had a score of 3.8%, the respondents strongly
agreed that product sizes matters to them
In addition, 3.7% of respondents strongly agreed that big sizes would be better.

Table.5 Survey result for statement of the purpose no.5

Statements Mean Equivalent Meaning
 I am satisfy with the size of the product 111/30= 3.7 4 Str. Agree

 It would be enough for me as a consumer 113/30= 3.76 4 Str. Agree

 Product sizes matters to me 114/30= 3.8 4 Str. Agree

 Big sizes would be better 111/30= 3.7 4 Str. Agree

CONCLUSION AND RECOMMENDATIONS

The target market of the study is ranging from 19-34 years old of Community College of
Gingoog City responded positively during the pilot product testing of the business. Thus, the
researchers concluded that the business has its position in the market considering that the
target market were eager to consume the product. Therefore, it will become saleable and
sustainable in the years to come.

The researchers interpretation of the data led to the conclusion that the respondents were
satisfied with the overall of the product including the; taste, size, price, and packaging. The
respondents strongly agreed to the product because of its deliciousness and innovative way of
making pizza.

Based on the conclusions, the following recommendations are considered:

The given data shows that the product will both marketable and sustainable. Hence, it is
recommended that the proponents will broaden their target market instead of 19-34 years old,
it would be open to anyone who wished to purchase the product.
Proponents can use the money in small business that may make to benefit the community.
This tax money can be invested in the regional economy to boost local commerce.

The use of technology in food production, from processing to preparation and packaging, is
also being taken into consideration. Technology can also be used as a tool for social media
publishing, marketing, and promotion.