Geographic Segmentation

Manaoag is a city located on the north-eastern part of Pangasinan. It is one of the most popular

travel destinations for both domestic and foreign tourists in the province. The town's main attraction has

been the Minor Basilica of Our Lady of the Rosary of Manaoag which was declared a minor basilica by

Pope Francis in January 2017 as part of an effort to encourage tourism growth in Pangasinan. The town's

cosmopolitan and historic character is reflected in its old churches, baroque buildings and museums

which contribute to its unique charm. Government initiatives such as the construction of a bridge across

the Pasig River has made it easier for travelers to enter and exit from Pangasinan. As this city continues to

grow, so does its tourism industry because it offers everything that people could possibly want: a history

lesson, beautiful natural landscapes and peaceful living spaces.

Demographic Segmentation

The tables below show the result of the survey based on the traditional demographic traits such as

age, employment status, and monthly income of the respondents. Whereas the majority of the respondents

who participated were between ages below 19 years old (11.90%), 20 to 29 years old (56.37%), 30-39

years old (17%), and 40 years old and above (14.73%).

Aside from age, consumer’s purchasing power and buying patterns vary depending on their

employment status and monthly income. As such, the majority of the respondents were students (44.76%)

and employed (40.79), with a monthly income below ₱10,000 (55.81%).

Table 1: Age of the respondents

Below 19 years old 42 11.90%

20 – 29 years old 199 56.37%

30 – 39 years old 60 17%

40 years old and above 52 14.73%

Total 353 100%

Table 2: Employment status of the respondents

Student 158 44.76%

Employed 144 40.79%

Unemployed 39 11.05%

Business Owner 12 3.40%

Total 353 100%

Table 3: Monthly income of the respondents

Below ₱10,000 197 55.81%

₱10,000 – ₱29,000 105 29.75%

₱30,000 – ₱49,000 42 11.90%

₱50,000 – ₱100,000 6 1.70%

Above ₱100,0000 3 0.85%

Total 353 100%

Behavioral Segmentation

The table shown on Table 4 show that out of 353 respondents, 41.46% are most likely to try a

butter spread made of Camansi seeds, 34.28% are likely, 19.55% are neutral, 3.11% are less likely to try a

butter spread made of Camansi seeds, and 1.70% are least likely to try a butter spread made of Camansi

seeds. This result implies that there is a big fraction that a butter spread made of Camansi seeds will be

viable to the target consumers.

Table 4: Questionnaire No. 8: Would you like to try a butter spread made of Camansi seeds? (Gusto mo

bang makatikim ng palaman na gawa sa buto ng Kamansi?)

Most Likely 146 41.36%

 Likely 121 34.28%

Neutral 69 19.55%

Less Likely 11 3.11%

Least Likely 6 1.70%

Total 353 100%

Table 5 below shows the interest of the respondents on trying the KamanTaste Breadnut Butter

Spread. Out of 353 respondents, most of them were highly interested (44.76%), moderately interested

(35.41%), neutral (16.43%), slightly interested (1.98%), and not interested at all (1.42%). With these

results, there is a high chance that the aforementioned product will be patronized by the consumers.

Table 5: Questionnaire No. 13: How interested are you in trying Kamantaste Breadnut Butter Spread?

(Gaano ka ka-interesadong subukan ang Kamantaste Breadnut Butter Spread?)

Highly Interested 158 44.76%

Moderately Interested 125 35.41%

Neutral 58 16.43%

Slightly Interested 7 1.98%

Not interested at all 5 1.42%

Total 353 100%