BIBLIOGRAPHY GARCIA, VICTORIA A....
BIBLIOGRAPHY
GARCIA, VICTORIA A. APRIL 2012. Market Acceptability of Benguet State
University Veggie Enriched Udon Noodles in Baguio City. Benguet State University, La
Trinidad, Benguet.
Adviser : David Joseph L. Bognadon, MCM
ABSTRACT
This study was conducted to determine the awareness and perceptions of veggie
enriched udon noodles, to interpret the factors and considerations affecting consumers in
buying the product, and to know the level of the market acceptability of the product.
Three methods were employed to gather the information needed in the study: survey
questionnaire to determine the awareness of the consumers, product testing through
sensory evaluation, and market testing data sheet. There were one hundred respondents
who evaluated the product classified as to professional, non-professional, household, and
students.
Findings showed that the veggie enriched udon noodles is liked and accepted by
the respondents. However, since it is newly innovated product, comments and suggestions
were solicited from the respondents. Some comments on the improvement were on taste,
aroma, and packaging. Factors that affects the acceptability of the product includes: taste,
aroma, size, appearance, color, quantity, and price.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Veggie enriched udon noodles is acceptable to the target consumers, however, there
are still improvements that should be done and packaging should be improved to make it
attractive to consumers.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
RESULTS AND DISCUSSION
Profile of Respondents/Panels
Table 1 presents the general profile of the respondents according to respondent
group, sex, age, civil status, educational attainment, occupation, ethnic affiliation, and
religious affiliation.
Students were the most in number (41) who evaluated the product, followed by
professional who were twenty five, non-professional who were twenty three and eleven
housewives. According to Karanja, opinions of teens matter. Students/teens provide input
for everything from grocery purchases to entertainment choices to vacation destination and
activities. It is not a secret to us that teens are very active consumers. In this age bracket,
people usually begin their careers, get married, and spend money in a big way. Equally
important is the fact that today’s young adults typically have far different personal values
and life-styles from those of their counterparts in the past generations.
Professionals are those who make their art, distinguished from the non-
professionals. They have also graduated a degree and have passed the board exam. Non-
professionals are the opposite of the professionals which includes the college
undergraduate down to the lowest level of educational attainment. Housewives are those
who are non-working mothers staying at home, taking care of their children, and doing the
household chores. Students are those who are attending educational institutions that
include college level, high school level, and elementary level.
Etzel (2001), mentioned that educational level affects the literacy rate, which in
turn influences advertising, branding, and labeling. The brand mark may become the
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
dominant marketing feature if potential consumers cannot read and must recognize the
article by the picture on the label.
Gender. Out of one hundred respondents, 72 were females and 28 were males.
Age. There were 34% of the panelist who evaluated the product who belonged to
the age range of 12-20 years old. This was followed by thirty one percent who belonged to
21-30 years old, nineteen percent belonged to 41-years old and above, and sixteen percent
belonged to 31-40 years old.
Civil status. A single-parent family with dependent children faces social and
economic problems quite different from those of a two-parent family. Young married
couples with no children typically devote large shares of income to clothing, autos, and
recreation. These situations will affect the buying behavior of the consumers. In this study,
majority (59%) were single and 41% were married.
Educational attainment. As to educational attainment, some (33%) of the
respondents were college student who evaluated the product. There were twenty eight
college graduate equivalents to twenty eight percent, twenty two high school graduate
equivalents to twenty two percent, ten high school level equivalents to ten percent, three
elementary level equivalents to three percent, two college undergraduate equivalents to two
percent, and two elementary graduate equivalents to two percent. According to Etzel
(2001), education has significant impact on income. A high school diploma has lower
worth than a college diploma. It is not new to us that people who graduated higher degree
are the one who is on top, valued, and hired first in a job. And the higher the position is,
the higher the income. A person's occupation affects the goods and services bought.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Marketers try to identify the occupational groups that have an above-average interest in
their product and services.
There were thirty one equivalents to thirty one percent of the respondents came
from a variety of occupations ranging from teacher (6%), storekeeper (4%), department
manager (1%), office secretary (1%), sales merchandiser (1%), farmer (4%), business
man/woman (6%), barangay official (1%), laborer (1%), saleslady (2%), engineer (1%),
driver (2%), and technician (1%). The others were students and households.
Household average monthly income. The size of a family’s income is an obvious
determinant of how that family spends its income. People in a given income bracket spends
significantly more pesos in each product category than those in lower brackets. However,
the lower-income households devote a larger percentage of the total expenditures to some
product categories, such as food. There were 36% of the respondents earning less than
Php10, 000 a month, thirty one percent earns Php10, 000 to Php15, 000 a month and the
rest are earning more than Php15, 000 a month. Most of the respondent belonged to the
lower income group.
Ethnic affiliation. Since the study was conducted in Baguio City; Benguet has the
majority (67%) of the respondents who evaluated the product. The rest were from Ifugao,
Ilocos Region, Mt. Province, Pangasinan, Tagalog Region, and others. Thus, respondents
were a variety from these areas. Culture is the sum total of learned belief, values, and
customs that serve to direct the consumer behavior of members of a particular society. Etzel
(2001), said that culture is a set of shared values passed down from generation to generation
in a society. Socially acceptable behavior was determined by these values. The impact of
culture is so natural and automatic that its influence on behavior is usually taken for
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
granted. For instance, when consumer researchers ask people why they do certain things,
they frequently answer, “Because it is the right thing to do”. Thus, a true appreciation of
the influence that culture has on our daily life requires some knowledge of one society with
different cultural characteristics. We all know that cultures of Benguet are too far from the
cultures of other society just like that of Tagalog regions.
By the given definition, it is easy to see how understanding of various cultures of a
society helps marketers predicts consumer acceptance of their products.
Religious affiliation. Some (37%) of the respondents belonged to the Roman
Catholic sector, twenty eight were Born Again equivalents to twenty eight percent,
undetermined religion were 16%, seven percent were Anglican equivalents to seven
percent, four which is equivalents to four percent Assembly of God, four equivalents to
four percent Baptist, three equivalents to three percent Jehova's Witnesses, and there is
only one percent Iglesia ni Cristo.
Table 1. Profile of respondents/taste panels
PARTICULARS
FREQUENCY
PERCENTAGE
Respondent group
25
25
Professional
23
23
Non-professional
11
11
Housewife
41
41
Students
25
25
TOTAL
100
100
Gender
Female
72
72
Male
28
28
TOTAL
100
100
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 1. Continued…
PARTICULARS
FREQUENCY
PERCENTAGE
Age bracket
12-20
34
34
21-30
31
31
31-40
16
16
41-above
19
19
TOTAL
100
100
Civil status
Single
59
59
Married
41
41
TOTAL
100
100
Educational attainment
Elementary level
Elementary graduate
2
2
High school level
10
10
High school graduate
22
22
College level
33
33
College graduate
28
28
TOTAL
100
100
Occupation
Storekeeper
4
4
Teacher
6
6
Office Secretary
1
1
Sales Merchandiser
1
1
Dept. Manager
1
1
Farmer
4
4
Businesswoman/man
6
6
Barangay Official
1
1
Laborer
1
1
Saleslady
2
2
Engineer
1
1
Driver
2
2
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 1. Continued…
PARTICULARS
FREQUENCY
PERCENTAGE
Technician
1
1
TOTAL
31
31
Household size
3-5
47
47
6-10
53
53
TOTAL
100
100
Ethnic affiliation
Benguet
67
67
Ifugao
9
9
Ilocos Region
7
7
Mt. Province
9
9
Pangasinensi
1
1
Tagalog
3
3
Others
4
4
TOTAL
100
100
Religious affiliation
Anglican
7
7
Assembly of God
4
4
Baptist
4
4
Born Again
28
28
Iglesia ni Cristo
1
1
Jehova's Witnesses
3
3
Roman Catholic
37
37
Others
16
16
TOTAL
100
100
Household monthly income
Less than Php10,000
36
36
Php10,000-Php15,000
31
31
Php16,000-Php20,000
19
19
Php21,000-Php30,000
13
13
Php31,000-above
1
1
TOTAL
100
100
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Type of Noodles Consumed by
Taste Panels/Respondents
Table 2 shows the type of noodles consumed by the taste panels/respondents. The
respondents were a consumer of noodles and the only need is for them to know that the
product exists. The table shows that consumers are not buying udon because udon noodles
are not commonly produced in our country. Respondents mostly prefer instant noodles
because it is easy to cook. There were 22% of the professionals who are buying instant
noodles, while there were 23% non-professionals, 10 % housewife, and 36% students.
However, respondents were also buying and consuming canton noodles, miki noodles,
macaroni noodles and other variety of noodles. The result implies that respondents were
not buying udon noodles and this is because udon is not a common product in the place
and not available in any supermarket in Baguio City and La Trinidad, Benguet.
There are no manufacturers /producers of udon noodles in our place. Udon is not
usually a common dish prepared in our common kitchen table everyday while instant
noodles and canton noodles can be seen everywhere. People today are also getting buzy
Table 2. Type of noodles consumed by taste panes/respondents
MACA-
OTHER*
CLASSIFICATION INSTANT* CANTON*
MIKI*
UDON*
RONI*
VARIETY
OF PANELIST
NOODLES NOODLES NOODLES NOODLES NOODLES
NOODLE
Professional
22
19
12
-
15
2
Non-profesional
23
20
17
-
20
-
Housewife
10
8
4
-
6
-
Students
36
26
14
-
32
-
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
and there is no time for them to cook especially for morning/breakfast. That is why people
rather choose food that is easy to cook or prepare or pre-processed product. In that way,
they have more time for other activities.
As to the veggie enriched udon noodles, respondents may buy this but not that
frequent because BVPC udon noodles takes too long to cook, while instant noodles would
just take three minutes to be cooked.
Taste Panels/Respondents that are
Buying and Not Buying Noodles
Table 3 shows the panels/respondents that are buying and not buying noodles. Most
(95%) of them were buying instant noodles, canton noodles, miki noodles, macaroni
noodles but not udon noodles. Out of the 41 students, there were only 5 who were not
buyers of any kind or variety of noodles at all. The result of the study implies that
respondents were not consumers of udon noodles, thus, assumes that target consumers were
not consumer of veggie enriched udon noodles.
Table 3. Taste panels/respondents that were buying and not buying noodles
CLASSIFICATION
BUYING NOODLES
NOT BUYING NOODLES
OF PANELIST
F
%
F
%
Professional
25
25
-
-
Non-profesional
23
23
-
-
Housewife
11
11
-
-
Students
36
36
5
5
TOTAL
95
95
5
5
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Awareness of Consumers on
Veggie Enriched Udon Noodles
The processing technology employed in the production of udon noodles was too
different from the originally produced by other countries. The udon noodles of Benguet
Vegetables Processing Center (BVPC) were steamed unlike the udon noodles of Japan that
is fried. This was a new innovated product made up of wheat flour, salt, water, and
vegetable puree as its natural flavor and color which are nutritious and without additives
of food coloring, stabilizers and artificial flavorings. The size and length is different
because the udon of other countries are longer than that of the BVPC.
Table 4 shows the awareness of the consumers on the veggie enriched udon
noodles. Most (72%) of the respondent have no knowledge at all about the product.
However, twenty nine percent (28%) who have some form of knowledge about it but never
tried and bought such veggie enriched udon noodles. The result implies that most of the
taste panels/respondents were not aware of veggie enriched udon noodles.
Table 4. Awareness of consumers on veggie enriched udon noodles
CLASSIFICATION
AWARE
UNAWARE
OF PANELIST
F
%
F
%
Professional
5
5
20
20
Non-professional
8
8
15
15
Housewife
3
3
8
8
Student
12
12
29
29
TOTAL
28
28
72
72
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Perceptions on Veggie
Enriched Udon Noodles
Table 5 shows the responses of the consumer perceptions according to their
knowledge on veggie enriched udon noodles. Most (88%) of the respondents agreed that
the product is for hunger satisfaction and only twelve percent disagree.
Perception is the psychological interpretation of sensations determined by
comparison with past experiences. An attitude is a person’s view towards something.
Attitudes are an important topic for marketers because attitude affects the selective process,
learning, and eventually the buying decisions people make.
Because attitudes are usually thought of as involving liking or disliking, have some
connection. A belief is a person’s opinion about something. Belief may shape a consumer’s
attitudes but do not necessarily involve any liking or disliking. It is possible to have a belief
without really caring what it taste like. On the other hand, belief about a product may have
a positive or negative effect in consumer’s attitudes. For example, a person with a headache
is unlikely to switch to a new pain medicine unless he believes it will be more effective
than what he has used in the past. A person may have positive attitudes towards a product
but no intention of buying it.
Because of unawareness of the respondents on the veggie enriched noodles, they
thought and assume that it is for hunger satisfaction. Respondents may think that the
product is not that nutritious food that they can be benefited from it. With so many food
products today, many competitors arise and it is too difficult to market newly innovated
products like veggie enriched noodles.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Nutritional value of the food is also very important for the consumers because
nutrition is what our body need for us to live healthy and wealthy. As shown in the Table
5, respondents less agreed that the product has nutritional value.
Respondents also think that the product is just like other noodles. It may be the
same in the taste or in the quality of the noodle they usually consume. Seventy nine of the
respondents agreed and twenty one disagreed that udon noodles have the same quality and
taste as other commercial noodles available in the market. This implies that the target
consumers should know more about the product.
Some foods can cause diseases like those foods that have much artificial flavorings.
It may cause urinary tract infection, diabetes, high blood and many more. Sometimes,
consumers were not aware of it. For people who are health conscious, they take a look of
the ingredients before buying a product. From the result of the study, twenty one percent
of the respondents agreed that the veggie enriched udon noodles were unsafe to consume.
Despite of Dr. Salda, the manufacturer, claimed that the product is really safe because there
are no artificial flavorings, it was not indicated in the packaging material that’s why
consumer cannot be sure if the product is really safe. Even the
Nutrition facts were not printed in the packaging material. The result of the study implies
that most (88%) of the respondents thought that the product is for hunger satisfaction. Thus,
manufacturer should let the target consumers know the good things about the veggie udon
noodles so that they may not merely be thinking that it is just to fill hungry stomach but it
is far different from the commonly noodles being bought and consume. The product is not
merely for what they think about.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 5. Consumer perceptions on veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Hunger satisfaction
88
88
12
12
Nutrional value
86
86
14
14
Its just like other noodles
79
79
21
21
Unsafe food
21
21
79
79
*Multiple responses
Considerations of the Respondents before
Buying Veggie Enriched Udon Noodles
Table 6 shows the considerations of the respondents towards buying udon noodles
and how many of them agreed or not agree on the presented considerations. The
respondents agreed that the availability of the product in the market and safety of the
product are the most important to consider before buying a new product like veggie
enriched udon noodles of BVPC.
Most (91%) of the respondents mentioned the availability of the product is one
consideration in buying. If it is not available, probably, they will buy product that can be
an alternative to the product needed. If ever they can order to the manufacturer, it will
take time for them to wait. Consumers desire convenience of the needs.
One more important consideration is the safety of the product. Most (93%)
mentioned major consideration to buy is the safety of the product/food. The producer
should be responsible for this. Consumers should be aware of the safety of a product before
buying and consuming it to avoid costs. We all know that many people get sick and died
because of unsafe food.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Affordability of the product as mentioned by most (89%) of the respondents is also
an important factor to consider by the customer. Most likely, low income people prefer
quality products with an affordable price.
Respondents also consider their curiosity in buying new product like veggie
enriched udon noodles. People may buy a new product because of curiosity. In this way,
consumers can determine whether they will like or not the product. Repeat orders would
happen when the consumer were already satisfied with the product he/she tried. Some
(84%) of the respondents agreed that curiosity with the product is also a consideration
before buying newly innovated product, while 16% disagreed. Most (83%) of the
respondents also agreed that sensory evaluation is one consideration before buying new
product such as veggie enriched udon noodles. Sensory evaluation may help the consumers
to choose what products they would prefer from the many brands existing in our world of
unending needs. Result of the study implies that all enumerated considerations were
essential to consider before buying new innovated product.
Table 6. Considerations of the respondents before buying veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Safe and no therapeutic claim
93
93
7
7
Availability of the product in the market
91
91
9
9
Affordable price
89
89
11
11
Curiosity with the product
84
84
16
16
Depends on the sensory evaluation
83
83
17
17
Suggestions of friends, family members, and others
76
76
24
24
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Factors Affecting Consumers in Buying
Veggie Enriched Udon Noodles
Table 7 shows the responses of the respondent whether they agree or not with the
factors presented.
Most (87%) of the respondents agreed that perception affects consumers in buying
new product like veggie enriched udon products. The respondents may believe that the
product is more salable if and only if the consumer thought that the product is good.
Perception is the process by which people select, organize, and interpret information to
form a meaningful picture of the world. A product exists in marketing only if consumers
perceive that it will satisfy their wants.
Personal factors also affect the buying behavior of the consumer. The respondents
were asked whether they agree or not if personal wants based on experiences and motives
will be the factor that affects them to buy veggie enriched udon noodles. Eighty two percent
agreed and 18 percent disagreed for this factor.
Personal factors are age, occupation, economic situation, lifestyle, and personality.
Growing up, children learn basic values, perception and wants from the family and other
important groups. People change the goods and services over their lifetimes. Each person's
distinct personality influences his or her buying behavior. Moreover, a given product is
perceived quite differently by different consumers. A child perceives a color television set
as a source of pleasurable entertainment. Mother may view it as a baby-sitter, source of
information, and a teacher for her child. Father may view it as an overpriced luxury that
prevents him from buying a new outboard motor.
Traditions and behaviors are also factors that affect the buying behavior of
consumers. The respondents were also asked whether they agree or not that udon noodles
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
is more known and traditionally used will be a factor that would affects them to buy the
product. One factor could be the attitudes of other people towards the product. Sixty four
percent of the respondents agreed and thirty six disagreed on both factors.
Through doing and learning, people acquire beliefs and attitudes. Traditionally,
customers in our society buy product which are more known and use by people. Thus, in
buying udon noodles, majority (64%) of the panels consider traditions as one factors
affecting motives to buy the product. Other factor includes social interest (62%), and
cultural (46%).
The result of the study implies that all factors that have enumerated would affects
the buying behavior of a consumer but the most factor that can affects would be the
perception of every individual towards the product that would be introduced to them
especially if this is newly innovated product like veggie enriched udon noodles.
Table 7. Factors affecting consumers in buying veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Perception
87
87
13
13
Personal Factor
82
82
18
18
Traditions
64
64
36
36
Behaviors
64
64
36
36
Social Interest
62
62
38
38
Cultural
46
46
54
54
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Sensory Evaluation of Veggie
Enriched Udon Noodles
Sensory evaluation was done to evaluate the acceptability of the product based on
the taste, color, aroma, texture, quantity, appearance, price, and including its general
acceptability. Panelist was divided into four respondent groups as to professionals, non-
professionals, housewife, and students.
Furthermore, sensory evaluation gives real answer regarding consumer quality
according to Mason and Nottingham (2002). It is a science of judging and evaluating the
quality of the food by the use of senses as stated by Mabesa (1986). Caul (1957) also stated
that the respondent should be generally healthy. Minor infections of the nose and throat
might affect flavor perception. Nutritional health of the individual may also affect
sensitivity.
Acceptability ratings used in the taste test were as follows: extremely like, like,
slightly like, neither like or dislike, dislike, slightly dislike, and extremely dislike.
Preferences on Product Attributes on Veggie
Udon Noodles by Professional Respondents
Table 8 shows the acceptability of the professionals to the veggie udon noodles and
to the commercial veggie noodle. Furthermore, the table also shows what they would prefer
among the preference attributes. The respondents like and mostly prefer the texture which
has the highest computed mean. However, they also like the aroma, and slightly like the
taste, color, quantity and appearance. Texture of a product is one of the criteria in selecting
a commodity including that of a food item. Texture refers to the coarseness or smoothness
of a product. Texture may affect the taste of a food, thus it is a significant factor that may
affect the acceptability of a product. The texture of the udon is not as smooth as the
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
common/commercial noodles we often consume. However, despite of the slight coarseness
of the product, still respondent like the texture. Result implies that the product is
acceptable/liked by the respondents and also assumes that the target consumers will also
like it. As to the general acceptability, respondents neither like nor dislike the horse raddish
(Malunggay) and assume that the target consumer will also be the same.
As to the squash, aroma was most likely preferred by the respondent. However,
they also like the taste, color, and appearance, slightly like the texture, and neither like nor
dislike the quantity and price. Aroma is the odor arising from the product. Aroma may
affect the taste of the food, thus it is also significant factor in the acceptability of the
product. Result implies that the respondents most prefer the odor of the product, in terms
of odor, variant squash is liked by the respondent, thus, it is assumed that the target
consumer also like/accepted it. As to its general acceptability, respondents like the product
and assume that the squash is liked by the target consumers.
As to the carrot, respondents mostly like and prefer the color and texture. The color
of the product is orange and its texture is the same as to the variant horse raddish
(malunggay) and squash. Results imply that the respondents more preferred the color and
texture than those of other preference attributes. However, they also like the aroma and
taste, and slightly like the quantity, appearance and price. Results imply that the carrot is
liked by the respondents especially on the texture and color and assume that the target
consumer will like carrot. As to its general acceptability, respondents slightly liked the
product, thus target consumer follows.
As to the commercial veggie noodles, texture is mostly like and preferred by the
respondents. However, they all like the preference attributes except for the price wherein
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
they slightly like because it is too expensive. As to its general acceptability, the respondents
like the product for it has the highest computed mean among the four products. Results
imply that the professionals more preferred the commercial veggie
noodles than the newly innovated udon noodles, thus, the target consumers prefer this
commercial veggie noodles despite of its price.
Table 8. Preferences on product attributes on veggie udon noodles by professional
respondents
CRITERIA
RATINGS
MEAN
DE RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
3
7
9
4
1
-
-
5.52
L
2
Taste
1
8
7
7
2
-
-
5.39
SL
4
Color
3
5
13
2
-
-
2
5.48
SL
3
Texture
-
11
13
-
1
-
-
5.83
L
1
Quantity
-
3
6
10
5
1
-
4.57
SL
6
Appearance
-
2
10
11
2
-
-
4.87
SL
5
Price
-
1
5
9
7
2
1
3.72
N
7
Gen. Acceptability
-
1
6
16
-
1
1
4.48
N
Squash variant
Aroma
1
12
10
1
1
-
-
5.91
L
1
Taste
1
9
10
5
-
-
-
5.70
L
4
Color
2
9
13
-
-
1
-
5.87
L
2
Texture
-
1
13
9
-
2
-
4.83
SL
5
Quantity
-
3
9
6
-
5
2
4.30
N
6
Carrot variant
Aroma
4
9
7
3
1
-
-
5.74
L
3
Taste
2
11
8
3
-
-
1
5.78
L
2
Color
4
7
12
1
1
-
-
5.96
L
1.5
Texture
2
10
11
2
-
-
-
5.96
L
1.5
Quantity
-
3
10
6
-
5
1
4.48
SL
7
Appearance
3
3
7
9
-
3
-
5.04
SL
5
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 8. Continued…
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Appearance
3
3
7
9
-
3
-
5.04
SL
5
Price
1
5
4
11
2
2
-
4.83
SL
6
Gen. Acceptability
2
4
9
7
2
1
-
5.17
SL
Commercial veggie noodles
Aroma
7
8
9
1
-
-
-
6.35
L
3
Taste
6
7
7
4
1
-
-
6.00
L
5
Color
7
9
7
2
-
-
-
6.35
L
3
Texture
9
7
8
1
-
-
-
6.48
L
1
Quantity
5
8
8
2
2
-
-
5.96
L
6
Appearance
6
11
6
2
-
-
-
6.35
L
3
Price
2
8
6
3
2
3
-
5.04
SL
7
Gen. Acceptability
5
13
6
1
-
-
-
6.39
L
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences on Product Attributes on Veggie
Udon Noodles by Non-professional
Respondents
Table 9 shows the non-professional acceptability of the preference attributes of the
products. Respondents mostly prefer the taste and texture of the horse raddish as shown in
the computed mean that this two has the highest, while as to aroma, color, quantity,
appearance, and price, the product is neither like nor dislike. Result implies that in terms
of the two preference attributes, respondents slightly liked the product and assumes that
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
the target consumers slightly liked the horseradish. As to its general acceptability,
respondents slightly liked the product and assume that the target consumers slightly liked
the product.
As to squash, respondents preferred the color and texture among the preference
attributes. However, all the preference attributes except for the price were slightly like by
the respondents. And as to the general acceptability, respondents slightly like squash. As
to the general acceptability, respondents slightly liked the squash, thus assume that the
target consumers will slightly liked this squash variant.
For the commercial veggie noodles, non-professional respondents rated this as the
highest among the four products. The computed means of the preference attributes of the
product were higher than the others and so as to the computed mean of the general
acceptability. Respondents preferred the color of the commercial noodle; however, all were
slightly liked. Result implies that respondents more preferred this product than the others
and assume that the target consumers prefer this also.
Table 9. Preferences on product attributes on veggie udon noodles by non-professional
respondents
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
1
3
8
7
-
4
-
4.04
N
6
Taste
-
7
7
7
1
1
3
4.52
SL
1.5
Color
-
3
8
6
2
1
-
3.60
N
7
Texture
-
7
11
3
-
2
-
4.52
SL
1.5
Quantity
-
7
10
4
-
2
-
4.48
N
3
Appearance
-
8
7
6
-
-
2
4.36
N
5
Price
-
6
10
6
-
-
1
4.44
N
4
Gen. Acceptability
-
9
7
6
-
-
1
4.56
SL
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 9. Continued…
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Squash variant
Aroma
2
3
13
4
-
1
-
4.60
SL
3
Taste
2
6
8
4
1
2
-
4.52
SL
4.5
Color
1
10
6
4
1
-
1
4.68
SL
2.5
Texture
1
7
13
1
-
1
-
4.80
SL
1
Quantity
1
5
11
4
1
1
-
4.52
SL
4.5
Appearance
2
4
12
4
1
-
-
4.68
SL
2.5
Price
2
5
7
8
-
-
1
4.48
N
6
Gen. Acceptability
-
7
10
5
-
-
1
4.52
SL
Carrot variant
Aroma
2
5
13
-
1
2
-
4.64
SL
5
Taste
-
8
10
3
1
1
-
4.60
SL
6
Color
3
7
8
5
-
-
-
4.92
SL
1.5
Texture
2
6
13
2
-
-
-
4.92
SL
1.5
Quantity
1
8
9
4
-
1
-
4.72
SL
4
Appearance
2
6
12
2
1
-
-
4.84
SL
3
Price
2
5
9
5
1
-
1
4.52
SL
7
Gen. Acceptability
-
5
13
4
-
-
1
4.48
SL
Commercial veggie
noodles
Aroma
2
9
6
2
4
-
-
4.72
SL
4.5
Taste
1
9
7
4
2
-
-
4.72
SL
4.5
Color
4
8
9
2
-
-
-
5.16
SL
1
Texture
1
6
13
3
-
-
-
4.80
SL
3
Quantity
1
5
12
5
-
-
-
4.68
SL
6
Appearance
4
8
8
3
-
-
-
5.12
SL
2
Price
1
4
8
5
3
2
-
4.16
N
7
Gen. Acceptability
4
7
10
2
-
-
-
5.12
SL
Legend:
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Statistical
limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences on Product Attributes on Veggie
Udon Noodles by Housewife Respondents
Table 10 shows the acceptability of the housewives on the product attributes.
Respondents preferred the quantity of the product; however, all preference attributes were
slightly liked. Quantity is the amount (grams) of the product per pack. As to the general
acceptability, respondent rated it as slightly like. Result implies that the target consumers
slightly liked the horseradish.
As to squash, respondents mostly preferred texture and quantity and the descriptive
equivalents of the computed means were slightly like, while as to the aroma, taste, and
color were neither like nor disliked. As to the general acceptability, respondent also neither
liked nor disliked the squash. Result implies that the product is neither liked nor disliked
by the target consumers.
As to carrots, respondents preferred the quantity, appearance and price which they
slightly like, while as to aroma, taste, color, and texture were neither like nor disliked.
Appearance is the physical thing that can be seen by our naked eye. Appearance may affect
the perception of the consumer, thus it is a significant factors that may affect the buying
behavior of the consumer. The appearance speaks for the whole characteristics of the
product. Consumer may think that the product is bad if the appearance is not attractive and
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
probably will not buy the product. As to the general acceptability, respondents neither liked
nor dislike the carrot. Result implies that the target consumers neither liked nor disliked
the product.
As to the commercial veggie noodles, respondents preferred the appearance,
however they like the quantity, while as to the others attributes were slightly liked.
Respondents also rated the product as the highest among the four though the description
equivalent is slightly like just like the non-professionals. This has also the highest mean
among the four products. As to the general acceptability, respondent slightly like the
commercial veggie noodles. Result implies that housewife preferred the commercial
veggie noodles as compared to the veggie udon noodles. Respondents also mostly preferred
the appearance, thus assume that the target consumer will also prefer the appearance.
Preferences on Product Attributes on Veggie
Udon Noodles by Student Respondents
Table 11 shows the acceptability of the students on the consumer preferences on
product attributes on veggie udon noodles. Respondents most prefer and slightly like the
price among the product preferences on horseradish, however, they slightly like the taste,
texture, and quantity. While as to the aroma, color, and appearance were neither like nor
disliked. As to their general acceptability, respondents slightly like the horseradish. Thus,
result implies that target markets slightly like the product as well as they prefers the price.
As to squash, respondents slightly like and prefer price, however, taste color texture is also
slightly liked. While as to aroma, it is neither like nor disliked, and as to quantity, it is
disliked. As to the general acceptability, the product is slightly liked.
Table 10. Preferences on product attributes on veggie udon noodles by housewife
respondents
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
-
2
7
1
-
-
1
4..73
SL
5
Taste
-
4
4
1
-
1
1
4.64
SL
6
Color
1
1
4
3
-
-
2
4.27
N
7
Texture
-
1
9
-
-
-
1
4.73
SL
3.5
Quantity
2
4
3
1
-
-
1
5.27
SL
1
Appearance
1
2
4
3
-
-
1
4.73
SL
3.5
Price
2
2
4
2
-
-
1
5.00
SL
2
Gen. Acceptability
1
1
7
1
-
-
1
4.82
SL
Squash variant
Aroma
-
-
4
5
2
-
-
4.18
N
6
Taste
-
-
4
5
1
1
-
4.09
N
7
Color
-
-
7
2
2
-
-
4.45
N
5
Texture
-
-
6
4
2
-
-
4.73
SL
1.5
Quantity
-
2
5
3
1
-
-
4.73
SL
1.5
Appearance
-
1
5
4
1
-
-
4.55
SL
3.5
Price
-
2
4
3
2
-
-
4.55
SL
3.5
Gen. Acceptability
-
1
4
5
1
-
-
4.45
N
Carrot variant
Aroma
-
-
9
2
-
-
3.82
N
7
Taste
-
-
2
7
2
-
-
4.00
N
6
Color
-
1
2
5
3
-
-
4.09
N
5
Texture
-
1
2
8
-
-
-
4.36
N
4
Quantity
-
2
3
5
1
-
-
4.55
SL
2
Appearance
-
2
2
7
-
-
-
4.55
SL
2
Price
-
2
2
7
-
-
-
4.55
SL
2
Gen. Acceptability
-
1
2
8
-
-
-
4.36
N
Commercial veggie
noodles
Aroma
1
3
6
-
1
-
-
5.27
SL
5
Taste
-
5
6
-
-
-
-
5.45
SL
3
Table 10. Continued…
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Color
1
3
6
1
-
-
-
5.36
SL
4.5
Texture
-
5
5
1
-
-
-
5.36
SL
4.5
Quantity
2
3
5
1
-
-
-
5.55
L
2
Appearance
3
2
5
1
-
-
-
5.64
L
1
Price
2
3
4
1
-
1
-
5.27
SL
5
Gen. Acceptability
1
3
6
1
-
-
-
5.36
SL
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
As to carrot, respondents slightly like the price, however, all the preference
attributes were also slightly liked except for the appearance which is neither like nor
dislike. As to the general acceptability, it is slightly liked, thus result implies that target
consumer slightly like carrot.
As to the commercial veggie noodles, respondents liked and preferred the
appearance, however color and quantity is also liked. While as to the aroma, taste, and
texture, it is slightly liked. The price was neither like nor disliked. As to the general
acceptability, respondent like the product. Computed mean of the product has the highest
among the four products. Result implies that respondent preferred this commercial veggie
noodles as compared to udon noodles. Thus, it is assume that the target consumers prefer
commercial veggie noodles.
Table 11. Preferences on product attribute on veggie udon noodles by student respondent
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
4
6
10
12
3
3
2
4.37
N
5.5
Taste
6
7
13
11
1
3
-
4.93
SL
2
Color
2
9
11
10
3
1
5
4.37
N
5.5
Texture
1
15
13
5
4
1
3
4.85
SL
3
Quantity
3
5
16
14
-
1
2
4.66
SL
4
Appearance
3
5
9
13
6
3
2
4.24
N
7
Price
8
6
17
9
-
1
-
5.24
SL
1
Gen. Acceptability
7
5
19
7
2
-
1
5.10
SL
Carrot variant
Aroma
3
7
11
11
1
5
2
4.32
N
5
Taste
7
6
10
14
1
2
1
4.85
SL
4
Color
9
2
20
4
4
1
1
5.02
SL
3
Texture
1
16
12
6
3
5
1
5.05
SL
2
Quantity
-
3
5
13
9
6
5
3.39
D
7
Appearance
3
5
9
13
6
3
2
4.24
N
6
Price
8
6
17
9
-
1
-
5.24
SL
1
Gen. Acceptability
4
12
17
6
-
2
-
5.20
SL
Carrot variant
Aroma
4
8
18
6
3
-
2
4.90
SL
6
Taste
5
12
13
8
-
-
3
5.05
SL
3.5
Color
5
9
19
4
2
1
1
5.10
SL
2
Texture
3
9
21
4
3
-
1
5.02
SL
5
Quantity
5
9
18
5
1
2
1
5.05
SL
3.5
Appearance
7
8
`6
7
1
1
1
3.93
N
7
Price
7
8
18
6
-
1
1
5.22
SL
1
Gen. Acceptability
8
8
10
6
5
2
2
4.85
SL
Commercial veggie
noodles
Aroma
8
8
15
9
-
1
-
5.29
SL
6
Taste
8
15
8
7
1
2
-
5.39
SL
4
Table 11. Continued…
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN DE RANK
7
6
5
4
3
2
1
Color
7
15
13
4
2
-
-
5.51
L
3
Texture
5
17
8
9
1
1
-
5.32
SL
5
Quantity
8
15
9
9
-
-
-
5.54
L
2
Appearance
9
14
10
7
1
-
-
5.56
L
1
Price
7
7
7
3
5
4
8
4.12
N
7
Gen. Acceptability
13
12
10
5
1
-
-
5.76
L
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences of Respondents in Terms of Price
The respondents were asked to choose the variant they prefer when the price is the
same and when the commercial veggie noodles will be higher in price than the veggie udon
noodles. The commercial veggie noodles are made from Durum wheat. This product is a
product of Singapore and had been distributed by a Philippine company. The product has
no artificial flavorings and preservative and the brands name is San Remo. The packaging
is attractive unlike the packaging of the newly innovated product veggie udon noodles. All
the necessary information about the product is printed in the packaging itself that includes
the manufacturer, the brands name, the ingredients, nutritional information, recipes, and
expiry date. The product cost is high but it is worth payable.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
It is shown in Table 12, few respondents had chosen the veggie enriched udon
noodles and mostly prefer the commercial veggie noodles even if the price of the udon will
be lower or the same as to the commercial veggie noodles. The respondents’ reason for
choosing the commercial was that it is worth the price. The result of the study implies that
the respondent rather chose the commercial veggie noodles than the veggie udon noodles.
This implies also that the veggie enriched udon noodles will not be competitive in the
market in terms of the preference attribute.
Table 12. Preferences of respondents in terms of price
CLASSIFICATION
HORSERADISH
SQUASH
CARROT
COMMERCIAL
OF PANELIST
VARIANT
VARIANT
VARIANT
VEGGIE
NOODLES
%
%
%
%
Same price
Professional
1
1
2
21
Non-professional
5
1
6
11
Housewife
1
2
6
23
Students
7
7
9
18
TOTAL
14
11
23
73
Commercial veggie noodles
is higher than the rest
Professional
2
1
1
21
Non-professional
5
2
7
9
Housewife
1
2
3
5
Students
7
7
9
18
TOTAL
15
12
20
53
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Importance of Nutritional Contents of the
Veggie Enriched Udon Noodles
Knowing the nutritional contents of a food product is very important. Some people
who have disease are careful on the food they intake. They have to know the ingredients
or the contents of the food before buying and consuming it to avoid conflicts on their health.
What if some contents of the products have negative side effects on their health?
The respondents were asked if the nutritional contents of a food product are important to
them or not. As shown in Table 13, respondents gave importance to the nutritional contents
of the food product they buy. However, few (15%) mentioned especially the students that
nutritional value of food products are important for sometimes, most (85%) of the
respondent still mentioned that the nutrition content is important. The result of the study
implies that professionals were much aware of the importance of knowing the nutritional
contents of the food products they bought.
Table 13. Importance of nutritional contents of the veggie enriched udon noodles
CLASSIFICATION
NOT
IMPORTANT
IMPORTANT
SOMETIMES
OF PANELIST
%
%
%
Professional
25
-
-
Non-professional
20
-
3
Housewife
10
-
1
Students
30
-
11
TOTAL
85
-
15
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Correlation of the Product to
Respondents
Table 14 presents the correlation of the product to the respondents. Correlation
analysis shows that the relationship of the product to the respondents is not significant
which means that the difference in terms of preferences (like or disliked) is negligible. That
the difference also among the different sets of taste panel is not significant (at a probability
of 0.918 (r = 0.091), which means that whether the taste panels were professionals,
students, non-professionals and housewives, the difference negligible or no difference at
all or maybe a slight difference on their preferences.
As to commercial veggie noodles, there has no significant correlation with the
respondents. Just like the horseradish, commercial veggie noodles is not affected whether
what respondent group the consumer belonged. While squash and carrot variant have
significant correlation with the respondents. This result shows that difference in terms of
preferences (liked or dislike) is significant which means preferences differs. Result implies
that horseradish and commercial veggie noodles were not affected by the respondents,
while squash and carrot variant were affected as to their respondent groups.
Table 14. Correlation of the product to respondents
PRODUCT
r
PROBABILITY
Horse raddish variant
0.019ns
0.918
Squash variant
-0.462*
0.008
Carrot variant
-0.373*
0.035
Commercial veggie noodles
-0.212ns
0.243
*significant
prob.<0.05
ns-not significant
prob.>0.05
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Comments and Suggestions on the
Improvement of the Product
Respondents gave their comments and suggestions on the product. This would
serve as basis in the improvement of the product to suit the taste and preferences of the
consumers. Common comments were as follows: put the expiry date and nutritional facts,
reduce the price, improve the appearance of the product to make it attractive, labeling
should be printed on the plastic itself, and improve packaging material used. Some of the
respondents mentioned that they will buy the product if the packaging is attractive.
Although, there were some respondents who mentioned that they cannot distinguish the
difference in flavor or taste and aroma.
From the comments of the respondents, it is obvious that there are lots more to
improve product especially on its taste, aroma, and packaging. Packaging must be
appealing because it will serve as the manufacturer’s silent sales person.
As an outgrowth of the increase in purchasing power and the importance of time,
there has been a substantial increase in the consumer’s desire for convenience. They want
products ready and easy to use or preference on pre-processed product. They want these
products packed in a variety of sizes, quantity and forms. How potential customers see a
firm’s product affects how much they are willing to pay for it, where it should be made
available, and how eager they are for it and if they want it all.
Acceptability as to the Packaging
of the Product
Since more of the panelists were students and they knew that the product is new,
the panelist accepted the simplicity of the packaging of the product. Majority (89%) of the
panelist mentioned that the packaging is accepted and 11% mentioned it is not and need
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
more improvements. Panelists gave their comments regarding on the packaging of the
product especially on the labeling. Suggestions were to make the packaging colorful and
attractive to the consumer. In the labeling, there should be nutritional facts so that the
consumers will know what nutrients can be derived from the product, and there should be
expiry date because it is very important to avoid spoilage. Furthermore, the panelists
suggest that the labeling should be printed directly in the packaging material.
The result this study implies that the packaging is accepted by the consumers,
however it still needs improvements. Some mentioned that the packaging is accepted as
long as the content is nutritious.
Table 15. Comments and suggestions of the respondents on the product
PARTICULARS
F
%
Put the expiry date and nutritional facts
15
15
Put some tips to cook
9
9
Lower the price
11
11
Improve the appearance
7
7
Labelings should be printed on the plastic itself
5
5
No taste and aroma
4
4
Variants are dificult to distinguish
13
13
*Multiple responses
Table 16. Acceptability as to the packaging of the product
CLASSIFICATION
ACCEPTABLE
NOT ACCEPTABLE
OF PANELIST
F
%
F
%
Professional
20
20
5
5
Non-profesional
21
21
2
2
Housewife
10
10
1
1
Students
38
38
3
3
TOTAL
89
89
11
11
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Willingness to Buy Veggie
Enriched Udon Noodles
Table 17 shows that there is potential market of the product. Seventy five of the
respondents were willing to buy, while there were only twenty five percent who were not
willing to buy. However, producer should take into consideration the comments and
suggestions of the panelist/respondents to improve the product and make it more suitable
to their taste and preferences.
There are factors affecting consumer behavior whether they buy or not the product.
Family members can strongly influence buyer behavior. The family is the most important
consumer buying organization in society according to Stanton (1985). The table shows the
responses of consumer respondents according to their willingness to buy the veggie
enriched udon noodles. Majority (75%) of the respondents who have not yet tried buying
veggie enriched udon noodles are willing to buy. Twenty five percent are not willing to
buy. The result implies that respondents are willing to buy the newly innovated veggie
udon noodles.
Table 17. Consumer willingness to buy veggie enriched udon noodles
CLASSIFICATION
WILLING TO BUY
NOT WILLING TO BUY
OF PANELIST
F
%
F
%
Professional
17
17
8
8
Non-professional
15
15
8
8
Household
10
10
1
1
Students
33
33
8
8
TOTAL
75
75
25
25
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Market Testing of Veggie Enriched
Udon Noodles
Introducing a new product or service without first testing the market is like jumping
off a cliff into the sea. The more you test your product before you produce and sell it, the
more likely you are to earn the sales and profits that you desire. Market testing can be an
expensive and time consuming process, however, it is a small, effective investment when
compared to the overall risk of possible losing one’s entire lifesavings from product failure.
Entrepreneurs should always market test their ideas to the general public before taking the
risk of starting their business in order to ensure their product and company’s success.
Customers may want some products but if suppliers are not willing to supply it,
then there is no market. They also want outlet located close by, and open at all hours.
For the market test of the veggie enriched product shown in Table 18, observations
in selling the product was that consumers bought at first, but seem just for curiosity because
there are no reorder or return orders. Actually, there is no more outlet market of the product
in the area where consumers could buy the product. How can consumer buy the product if
it is not available in the market? Some of the respondents were asking where they could
buy the product, and are not willing to order directly to the manufacturer because it is time
consuming, and they are ordering in bulk. One already tried going in the production area
and refuse to order because she only need a little and she needs to go back the next day to
get her order. The result of the study implies that there is no market for the veggie enriched
udon noodles.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 18. Market testing of veggie enriched udon noodles
DATE OF
QUANTITY
PRICE/PACK
SALES TURNOVER
OBSERVATION
(grams)
(pesos)
(packs)
Jan. 20
200
20
10
Feb. 3
200
20
38
Feb. 7
200
20
35
Feb.16
200
20
30
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study was conducted to determine the awareness of the consumers on the
veggie enriched udon product, to analyze and interpret consumer perceptions on the
product, to identify the factors and considerations that would influence consumers to buy
the product, and its level of market acceptability. Three tools were employed in the data
gathering a) product testing through sensory evaluation, b) survey questionnaire for the
awareness of the product, and c) market data sheet for the market acceptability of the
product.
There were one hundred panelist/respondents who were chosen and classified as to
respondent group; professional, non-professional, household, and students. The data
gathered were examined and analyzed using the descriptive method like frequency, mean,
and percentage. Respondents evaluated the product whether they like it according to its
taste, texture, aroma, appearance, color, size, quantity, price and packaging.
Results showed that most (71%) of the respondents were not aware of the product.
The main perception of the respondent against the product is just food that can fill hungry
stomach, followed by it is valuable energy provider, it is just like other noodles, and it is a
food that can cause related diseases.
Result showed that commercialized veggie noodles are most preferred by the
panelists who have evaluated the product though they have accepted the veggie enriched
udon noodles. Respondents also mentioned that they accepted the packaging but still need
improvements. The main factor that is affecting the consumers in buying the product is
their perception on how they think about the product since it is newly innovated product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumers also considered the safety and availability of the product in the market before
buying it.
Respondents also gave their comments and suggestions on the product. Some
mentioned about the packaging to be more colorful and attractive to look at, and some
improvements in the taste and aroma to determine the differences of the variants. On the
market test, it was found out that there was no reorder or return order for the product.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Most of the respondents were not aware of the veggie enriched udon noodles.
2. The main perception of the respondent on the product is just to fill hungry
stomach. However, respondents considered the safetiness and availability of the product
in the market.
3. The main factor that influence consumer to buy the product is their perception.
4. The consideration that influences the consumer to buy the product is its safety
and market availability.
5. As to the sensory evaluation, the taste panels like/accept the product, but when
compared with commercial product, the later is most preferred.
6. There is no reorder or return order for the veggie enriched udon noodles, thus
concluded that there is no market for the product. However, there were consumers who are
willing to buy, thus concluded that there is potential market for the product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Recommendations
Being an entrepreneur or food processors who introduced a newly innovated
product in the market, strategies are considered like pricing, promotions, distribution,
place/location are important matters to study the competitors in the market.
Since veggie enriched udon noodles are new in the local market, further
introduction of the product are recommended to the producer. It should also be proven that
the product is safe and nutritious. Promotional measures could be done such as serving
udon noodles on festive community occasions, preparing udon noodles using local recipes,
distinguishing the veggie enriched udon noodles from other popular noodles could be a
means of gaining local acceptance.
Negative comments have been solicited from the respondents; the
processor/manufacturer should therefore look into these comments and improve the
product to meet the requirements of the target market or consumers of the product.
Suggestions also have been solicited, thus these will be the basis of the processor to
improve the product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
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www.livestrong.com/article/360255-udon-noodles-nutritional-facts/.
CAUL, J. F. 1957. The Profile Method of Flavor Analysis. Adv. Food Res. 7:1.
DAWSON, E. H. , J. L. BROGDON and S. Mc MANUS. 1963. Sensory Testing of Dif-
ferences in Taste. 11. Selection of Panel Members. Food Technology. 17:39.
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ETZEL, M. J., B. J. WALKER, and W. J. STANTON. 2001. Marketing.12th Edition. P
59, 60, 93, 94, 113.
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Retrieved September 9, 2011 from http://www.scribd.com/doc/8940001/Sensory-
Evaluation-Manual- P 5, 7-8.
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Mc DANIEL, M. R. 1998. Sensory Evaluation of Food Flavors. Department of Food and
Technology. Oregon State University. Corvallis. OR 97331-6602.Retrieved July 8,
2011 from http://pubs.acs.org/doi/pdf/10.1021/bk-1985-0289.ch001.
NEARING, M. 2010. Essential Squash. Retrieved October 9, 2011 from http://www.
healthmag.ca/eat-well/nutrition/6-reasons-to-ea-more-squash.
PORTA, M. 2O10. How to Define Your Target Market. Retrieved September 16,2011
from http://www.inc.com/guides/2010/06/defining-your-target-market.html.
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tice-Hall, Inc. Upper Saddle River. New Jersey 07458. P 28.
SALDA, V. B. and C. B. ESNARA. 2010. Personal interview on the production, Uti-
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BVPC Vegetable enriched food products. Proceedings of the BSU In –House
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Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
GARCIA, VICTORIA A. APRIL 2012. Market Acceptability of Benguet State
University Veggie Enriched Udon Noodles in Baguio City. Benguet State University, La
Trinidad, Benguet.
Adviser : David Joseph L. Bognadon, MCM
ABSTRACT
This study was conducted to determine the awareness and perceptions of veggie
enriched udon noodles, to interpret the factors and considerations affecting consumers in
buying the product, and to know the level of the market acceptability of the product.
Three methods were employed to gather the information needed in the study: survey
questionnaire to determine the awareness of the consumers, product testing through
sensory evaluation, and market testing data sheet. There were one hundred respondents
who evaluated the product classified as to professional, non-professional, household, and
students.
Findings showed that the veggie enriched udon noodles is liked and accepted by
the respondents. However, since it is newly innovated product, comments and suggestions
were solicited from the respondents. Some comments on the improvement were on taste,
aroma, and packaging. Factors that affects the acceptability of the product includes: taste,
aroma, size, appearance, color, quantity, and price.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Veggie enriched udon noodles is acceptable to the target consumers, however, there
are still improvements that should be done and packaging should be improved to make it
attractive to consumers.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
RESULTS AND DISCUSSION
Profile of Respondents/Panels
Table 1 presents the general profile of the respondents according to respondent
group, sex, age, civil status, educational attainment, occupation, ethnic affiliation, and
religious affiliation.
Students were the most in number (41) who evaluated the product, followed by
professional who were twenty five, non-professional who were twenty three and eleven
housewives. According to Karanja, opinions of teens matter. Students/teens provide input
for everything from grocery purchases to entertainment choices to vacation destination and
activities. It is not a secret to us that teens are very active consumers. In this age bracket,
people usually begin their careers, get married, and spend money in a big way. Equally
important is the fact that today’s young adults typically have far different personal values
and life-styles from those of their counterparts in the past generations.
Professionals are those who make their art, distinguished from the non-
professionals. They have also graduated a degree and have passed the board exam. Non-
professionals are the opposite of the professionals which includes the college
undergraduate down to the lowest level of educational attainment. Housewives are those
who are non-working mothers staying at home, taking care of their children, and doing the
household chores. Students are those who are attending educational institutions that
include college level, high school level, and elementary level.
Etzel (2001), mentioned that educational level affects the literacy rate, which in
turn influences advertising, branding, and labeling. The brand mark may become the
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
dominant marketing feature if potential consumers cannot read and must recognize the
article by the picture on the label.
Gender. Out of one hundred respondents, 72 were females and 28 were males.
Age. There were 34% of the panelist who evaluated the product who belonged to
the age range of 12-20 years old. This was followed by thirty one percent who belonged to
21-30 years old, nineteen percent belonged to 41-years old and above, and sixteen percent
belonged to 31-40 years old.
Civil status. A single-parent family with dependent children faces social and
economic problems quite different from those of a two-parent family. Young married
couples with no children typically devote large shares of income to clothing, autos, and
recreation. These situations will affect the buying behavior of the consumers. In this study,
majority (59%) were single and 41% were married.
Educational attainment. As to educational attainment, some (33%) of the
respondents were college student who evaluated the product. There were twenty eight
college graduate equivalents to twenty eight percent, twenty two high school graduate
equivalents to twenty two percent, ten high school level equivalents to ten percent, three
elementary level equivalents to three percent, two college undergraduate equivalents to two
percent, and two elementary graduate equivalents to two percent. According to Etzel
(2001), education has significant impact on income. A high school diploma has lower
worth than a college diploma. It is not new to us that people who graduated higher degree
are the one who is on top, valued, and hired first in a job. And the higher the position is,
the higher the income. A person's occupation affects the goods and services bought.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Marketers try to identify the occupational groups that have an above-average interest in
their product and services.
There were thirty one equivalents to thirty one percent of the respondents came
from a variety of occupations ranging from teacher (6%), storekeeper (4%), department
manager (1%), office secretary (1%), sales merchandiser (1%), farmer (4%), business
man/woman (6%), barangay official (1%), laborer (1%), saleslady (2%), engineer (1%),
driver (2%), and technician (1%). The others were students and households.
Household average monthly income. The size of a family’s income is an obvious
determinant of how that family spends its income. People in a given income bracket spends
significantly more pesos in each product category than those in lower brackets. However,
the lower-income households devote a larger percentage of the total expenditures to some
product categories, such as food. There were 36% of the respondents earning less than
Php10, 000 a month, thirty one percent earns Php10, 000 to Php15, 000 a month and the
rest are earning more than Php15, 000 a month. Most of the respondent belonged to the
lower income group.
Ethnic affiliation. Since the study was conducted in Baguio City; Benguet has the
majority (67%) of the respondents who evaluated the product. The rest were from Ifugao,
Ilocos Region, Mt. Province, Pangasinan, Tagalog Region, and others. Thus, respondents
were a variety from these areas. Culture is the sum total of learned belief, values, and
customs that serve to direct the consumer behavior of members of a particular society. Etzel
(2001), said that culture is a set of shared values passed down from generation to generation
in a society. Socially acceptable behavior was determined by these values. The impact of
culture is so natural and automatic that its influence on behavior is usually taken for
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
granted. For instance, when consumer researchers ask people why they do certain things,
they frequently answer, “Because it is the right thing to do”. Thus, a true appreciation of
the influence that culture has on our daily life requires some knowledge of one society with
different cultural characteristics. We all know that cultures of Benguet are too far from the
cultures of other society just like that of Tagalog regions.
By the given definition, it is easy to see how understanding of various cultures of a
society helps marketers predicts consumer acceptance of their products.
Religious affiliation. Some (37%) of the respondents belonged to the Roman
Catholic sector, twenty eight were Born Again equivalents to twenty eight percent,
undetermined religion were 16%, seven percent were Anglican equivalents to seven
percent, four which is equivalents to four percent Assembly of God, four equivalents to
four percent Baptist, three equivalents to three percent Jehova's Witnesses, and there is
only one percent Iglesia ni Cristo.
Table 1. Profile of respondents/taste panels
PARTICULARS
FREQUENCY
PERCENTAGE
Respondent group
25
25
Professional
23
23
Non-professional
11
11
Housewife
41
41
Students
25
25
TOTAL
100
100
Gender
Female
72
72
Male
28
28
TOTAL
100
100
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 1. Continued…
PARTICULARS
FREQUENCY
PERCENTAGE
Age bracket
12-20
34
34
21-30
31
31
31-40
16
16
41-above
19
19
TOTAL
100
100
Civil status
Single
59
59
Married
41
41
TOTAL
100
100
Educational attainment
Elementary level
Elementary graduate
2
2
High school level
10
10
High school graduate
22
22
College level
33
33
College graduate
28
28
TOTAL
100
100
Occupation
Storekeeper
4
4
Teacher
6
6
Office Secretary
1
1
Sales Merchandiser
1
1
Dept. Manager
1
1
Farmer
4
4
Businesswoman/man
6
6
Barangay Official
1
1
Laborer
1
1
Saleslady
2
2
Engineer
1
1
Driver
2
2
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 1. Continued…
PARTICULARS
FREQUENCY
PERCENTAGE
Technician
1
1
TOTAL
31
31
Household size
3-5
47
47
6-10
53
53
TOTAL
100
100
Ethnic affiliation
Benguet
67
67
Ifugao
9
9
Ilocos Region
7
7
Mt. Province
9
9
Pangasinensi
1
1
Tagalog
3
3
Others
4
4
TOTAL
100
100
Religious affiliation
Anglican
7
7
Assembly of God
4
4
Baptist
4
4
Born Again
28
28
Iglesia ni Cristo
1
1
Jehova's Witnesses
3
3
Roman Catholic
37
37
Others
16
16
TOTAL
100
100
Household monthly income
Less than Php10,000
36
36
Php10,000-Php15,000
31
31
Php16,000-Php20,000
19
19
Php21,000-Php30,000
13
13
Php31,000-above
1
1
TOTAL
100
100
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Type of Noodles Consumed by
Taste Panels/Respondents
Table 2 shows the type of noodles consumed by the taste panels/respondents. The
respondents were a consumer of noodles and the only need is for them to know that the
product exists. The table shows that consumers are not buying udon because udon noodles
are not commonly produced in our country. Respondents mostly prefer instant noodles
because it is easy to cook. There were 22% of the professionals who are buying instant
noodles, while there were 23% non-professionals, 10 % housewife, and 36% students.
However, respondents were also buying and consuming canton noodles, miki noodles,
macaroni noodles and other variety of noodles. The result implies that respondents were
not buying udon noodles and this is because udon is not a common product in the place
and not available in any supermarket in Baguio City and La Trinidad, Benguet.
There are no manufacturers /producers of udon noodles in our place. Udon is not
usually a common dish prepared in our common kitchen table everyday while instant
noodles and canton noodles can be seen everywhere. People today are also getting buzy
Table 2. Type of noodles consumed by taste panes/respondents
MACA-
OTHER*
CLASSIFICATION INSTANT* CANTON*
MIKI*
UDON*
RONI*
VARIETY
OF PANELIST
NOODLES NOODLES NOODLES NOODLES NOODLES
NOODLE
Professional
22
19
12
-
15
2
Non-profesional
23
20
17
-
20
-
Housewife
10
8
4
-
6
-
Students
36
26
14
-
32
-
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
and there is no time for them to cook especially for morning/breakfast. That is why people
rather choose food that is easy to cook or prepare or pre-processed product. In that way,
they have more time for other activities.
As to the veggie enriched udon noodles, respondents may buy this but not that
frequent because BVPC udon noodles takes too long to cook, while instant noodles would
just take three minutes to be cooked.
Taste Panels/Respondents that are
Buying and Not Buying Noodles
Table 3 shows the panels/respondents that are buying and not buying noodles. Most
(95%) of them were buying instant noodles, canton noodles, miki noodles, macaroni
noodles but not udon noodles. Out of the 41 students, there were only 5 who were not
buyers of any kind or variety of noodles at all. The result of the study implies that
respondents were not consumers of udon noodles, thus, assumes that target consumers were
not consumer of veggie enriched udon noodles.
Table 3. Taste panels/respondents that were buying and not buying noodles
CLASSIFICATION
BUYING NOODLES
NOT BUYING NOODLES
OF PANELIST
F
%
F
%
Professional
25
25
-
-
Non-profesional
23
23
-
-
Housewife
11
11
-
-
Students
36
36
5
5
TOTAL
95
95
5
5
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Awareness of Consumers on
Veggie Enriched Udon Noodles
The processing technology employed in the production of udon noodles was too
different from the originally produced by other countries. The udon noodles of Benguet
Vegetables Processing Center (BVPC) were steamed unlike the udon noodles of Japan that
is fried. This was a new innovated product made up of wheat flour, salt, water, and
vegetable puree as its natural flavor and color which are nutritious and without additives
of food coloring, stabilizers and artificial flavorings. The size and length is different
because the udon of other countries are longer than that of the BVPC.
Table 4 shows the awareness of the consumers on the veggie enriched udon
noodles. Most (72%) of the respondent have no knowledge at all about the product.
However, twenty nine percent (28%) who have some form of knowledge about it but never
tried and bought such veggie enriched udon noodles. The result implies that most of the
taste panels/respondents were not aware of veggie enriched udon noodles.
Table 4. Awareness of consumers on veggie enriched udon noodles
CLASSIFICATION
AWARE
UNAWARE
OF PANELIST
F
%
F
%
Professional
5
5
20
20
Non-professional
8
8
15
15
Housewife
3
3
8
8
Student
12
12
29
29
TOTAL
28
28
72
72
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Perceptions on Veggie
Enriched Udon Noodles
Table 5 shows the responses of the consumer perceptions according to their
knowledge on veggie enriched udon noodles. Most (88%) of the respondents agreed that
the product is for hunger satisfaction and only twelve percent disagree.
Perception is the psychological interpretation of sensations determined by
comparison with past experiences. An attitude is a person’s view towards something.
Attitudes are an important topic for marketers because attitude affects the selective process,
learning, and eventually the buying decisions people make.
Because attitudes are usually thought of as involving liking or disliking, have some
connection. A belief is a person’s opinion about something. Belief may shape a consumer’s
attitudes but do not necessarily involve any liking or disliking. It is possible to have a belief
without really caring what it taste like. On the other hand, belief about a product may have
a positive or negative effect in consumer’s attitudes. For example, a person with a headache
is unlikely to switch to a new pain medicine unless he believes it will be more effective
than what he has used in the past. A person may have positive attitudes towards a product
but no intention of buying it.
Because of unawareness of the respondents on the veggie enriched noodles, they
thought and assume that it is for hunger satisfaction. Respondents may think that the
product is not that nutritious food that they can be benefited from it. With so many food
products today, many competitors arise and it is too difficult to market newly innovated
products like veggie enriched noodles.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Nutritional value of the food is also very important for the consumers because
nutrition is what our body need for us to live healthy and wealthy. As shown in the Table
5, respondents less agreed that the product has nutritional value.
Respondents also think that the product is just like other noodles. It may be the
same in the taste or in the quality of the noodle they usually consume. Seventy nine of the
respondents agreed and twenty one disagreed that udon noodles have the same quality and
taste as other commercial noodles available in the market. This implies that the target
consumers should know more about the product.
Some foods can cause diseases like those foods that have much artificial flavorings.
It may cause urinary tract infection, diabetes, high blood and many more. Sometimes,
consumers were not aware of it. For people who are health conscious, they take a look of
the ingredients before buying a product. From the result of the study, twenty one percent
of the respondents agreed that the veggie enriched udon noodles were unsafe to consume.
Despite of Dr. Salda, the manufacturer, claimed that the product is really safe because there
are no artificial flavorings, it was not indicated in the packaging material that’s why
consumer cannot be sure if the product is really safe. Even the
Nutrition facts were not printed in the packaging material. The result of the study implies
that most (88%) of the respondents thought that the product is for hunger satisfaction. Thus,
manufacturer should let the target consumers know the good things about the veggie udon
noodles so that they may not merely be thinking that it is just to fill hungry stomach but it
is far different from the commonly noodles being bought and consume. The product is not
merely for what they think about.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 5. Consumer perceptions on veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Hunger satisfaction
88
88
12
12
Nutrional value
86
86
14
14
Its just like other noodles
79
79
21
21
Unsafe food
21
21
79
79
*Multiple responses
Considerations of the Respondents before
Buying Veggie Enriched Udon Noodles
Table 6 shows the considerations of the respondents towards buying udon noodles
and how many of them agreed or not agree on the presented considerations. The
respondents agreed that the availability of the product in the market and safety of the
product are the most important to consider before buying a new product like veggie
enriched udon noodles of BVPC.
Most (91%) of the respondents mentioned the availability of the product is one
consideration in buying. If it is not available, probably, they will buy product that can be
an alternative to the product needed. If ever they can order to the manufacturer, it will
take time for them to wait. Consumers desire convenience of the needs.
One more important consideration is the safety of the product. Most (93%)
mentioned major consideration to buy is the safety of the product/food. The producer
should be responsible for this. Consumers should be aware of the safety of a product before
buying and consuming it to avoid costs. We all know that many people get sick and died
because of unsafe food.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Affordability of the product as mentioned by most (89%) of the respondents is also
an important factor to consider by the customer. Most likely, low income people prefer
quality products with an affordable price.
Respondents also consider their curiosity in buying new product like veggie
enriched udon noodles. People may buy a new product because of curiosity. In this way,
consumers can determine whether they will like or not the product. Repeat orders would
happen when the consumer were already satisfied with the product he/she tried. Some
(84%) of the respondents agreed that curiosity with the product is also a consideration
before buying newly innovated product, while 16% disagreed. Most (83%) of the
respondents also agreed that sensory evaluation is one consideration before buying new
product such as veggie enriched udon noodles. Sensory evaluation may help the consumers
to choose what products they would prefer from the many brands existing in our world of
unending needs. Result of the study implies that all enumerated considerations were
essential to consider before buying new innovated product.
Table 6. Considerations of the respondents before buying veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Safe and no therapeutic claim
93
93
7
7
Availability of the product in the market
91
91
9
9
Affordable price
89
89
11
11
Curiosity with the product
84
84
16
16
Depends on the sensory evaluation
83
83
17
17
Suggestions of friends, family members, and others
76
76
24
24
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Factors Affecting Consumers in Buying
Veggie Enriched Udon Noodles
Table 7 shows the responses of the respondent whether they agree or not with the
factors presented.
Most (87%) of the respondents agreed that perception affects consumers in buying
new product like veggie enriched udon products. The respondents may believe that the
product is more salable if and only if the consumer thought that the product is good.
Perception is the process by which people select, organize, and interpret information to
form a meaningful picture of the world. A product exists in marketing only if consumers
perceive that it will satisfy their wants.
Personal factors also affect the buying behavior of the consumer. The respondents
were asked whether they agree or not if personal wants based on experiences and motives
will be the factor that affects them to buy veggie enriched udon noodles. Eighty two percent
agreed and 18 percent disagreed for this factor.
Personal factors are age, occupation, economic situation, lifestyle, and personality.
Growing up, children learn basic values, perception and wants from the family and other
important groups. People change the goods and services over their lifetimes. Each person's
distinct personality influences his or her buying behavior. Moreover, a given product is
perceived quite differently by different consumers. A child perceives a color television set
as a source of pleasurable entertainment. Mother may view it as a baby-sitter, source of
information, and a teacher for her child. Father may view it as an overpriced luxury that
prevents him from buying a new outboard motor.
Traditions and behaviors are also factors that affect the buying behavior of
consumers. The respondents were also asked whether they agree or not that udon noodles
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
is more known and traditionally used will be a factor that would affects them to buy the
product. One factor could be the attitudes of other people towards the product. Sixty four
percent of the respondents agreed and thirty six disagreed on both factors.
Through doing and learning, people acquire beliefs and attitudes. Traditionally,
customers in our society buy product which are more known and use by people. Thus, in
buying udon noodles, majority (64%) of the panels consider traditions as one factors
affecting motives to buy the product. Other factor includes social interest (62%), and
cultural (46%).
The result of the study implies that all factors that have enumerated would affects
the buying behavior of a consumer but the most factor that can affects would be the
perception of every individual towards the product that would be introduced to them
especially if this is newly innovated product like veggie enriched udon noodles.
Table 7. Factors affecting consumers in buying veggie enriched udon noodles
PARTICULARS
AGREE*
DISAGREE*
F
%
F
%
Perception
87
87
13
13
Personal Factor
82
82
18
18
Traditions
64
64
36
36
Behaviors
64
64
36
36
Social Interest
62
62
38
38
Cultural
46
46
54
54
*Multiple responses
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Sensory Evaluation of Veggie
Enriched Udon Noodles
Sensory evaluation was done to evaluate the acceptability of the product based on
the taste, color, aroma, texture, quantity, appearance, price, and including its general
acceptability. Panelist was divided into four respondent groups as to professionals, non-
professionals, housewife, and students.
Furthermore, sensory evaluation gives real answer regarding consumer quality
according to Mason and Nottingham (2002). It is a science of judging and evaluating the
quality of the food by the use of senses as stated by Mabesa (1986). Caul (1957) also stated
that the respondent should be generally healthy. Minor infections of the nose and throat
might affect flavor perception. Nutritional health of the individual may also affect
sensitivity.
Acceptability ratings used in the taste test were as follows: extremely like, like,
slightly like, neither like or dislike, dislike, slightly dislike, and extremely dislike.
Preferences on Product Attributes on Veggie
Udon Noodles by Professional Respondents
Table 8 shows the acceptability of the professionals to the veggie udon noodles and
to the commercial veggie noodle. Furthermore, the table also shows what they would prefer
among the preference attributes. The respondents like and mostly prefer the texture which
has the highest computed mean. However, they also like the aroma, and slightly like the
taste, color, quantity and appearance. Texture of a product is one of the criteria in selecting
a commodity including that of a food item. Texture refers to the coarseness or smoothness
of a product. Texture may affect the taste of a food, thus it is a significant factor that may
affect the acceptability of a product. The texture of the udon is not as smooth as the
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
common/commercial noodles we often consume. However, despite of the slight coarseness
of the product, still respondent like the texture. Result implies that the product is
acceptable/liked by the respondents and also assumes that the target consumers will also
like it. As to the general acceptability, respondents neither like nor dislike the horse raddish
(Malunggay) and assume that the target consumer will also be the same.
As to the squash, aroma was most likely preferred by the respondent. However,
they also like the taste, color, and appearance, slightly like the texture, and neither like nor
dislike the quantity and price. Aroma is the odor arising from the product. Aroma may
affect the taste of the food, thus it is also significant factor in the acceptability of the
product. Result implies that the respondents most prefer the odor of the product, in terms
of odor, variant squash is liked by the respondent, thus, it is assumed that the target
consumer also like/accepted it. As to its general acceptability, respondents like the product
and assume that the squash is liked by the target consumers.
As to the carrot, respondents mostly like and prefer the color and texture. The color
of the product is orange and its texture is the same as to the variant horse raddish
(malunggay) and squash. Results imply that the respondents more preferred the color and
texture than those of other preference attributes. However, they also like the aroma and
taste, and slightly like the quantity, appearance and price. Results imply that the carrot is
liked by the respondents especially on the texture and color and assume that the target
consumer will like carrot. As to its general acceptability, respondents slightly liked the
product, thus target consumer follows.
As to the commercial veggie noodles, texture is mostly like and preferred by the
respondents. However, they all like the preference attributes except for the price wherein
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
they slightly like because it is too expensive. As to its general acceptability, the respondents
like the product for it has the highest computed mean among the four products. Results
imply that the professionals more preferred the commercial veggie
noodles than the newly innovated udon noodles, thus, the target consumers prefer this
commercial veggie noodles despite of its price.
Table 8. Preferences on product attributes on veggie udon noodles by professional
respondents
CRITERIA
RATINGS
MEAN
DE RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
3
7
9
4
1
-
-
5.52
L
2
Taste
1
8
7
7
2
-
-
5.39
SL
4
Color
3
5
13
2
-
-
2
5.48
SL
3
Texture
-
11
13
-
1
-
-
5.83
L
1
Quantity
-
3
6
10
5
1
-
4.57
SL
6
Appearance
-
2
10
11
2
-
-
4.87
SL
5
Price
-
1
5
9
7
2
1
3.72
N
7
Gen. Acceptability
-
1
6
16
-
1
1
4.48
N
Squash variant
Aroma
1
12
10
1
1
-
-
5.91
L
1
Taste
1
9
10
5
-
-
-
5.70
L
4
Color
2
9
13
-
-
1
-
5.87
L
2
Texture
-
1
13
9
-
2
-
4.83
SL
5
Quantity
-
3
9
6
-
5
2
4.30
N
6
Carrot variant
Aroma
4
9
7
3
1
-
-
5.74
L
3
Taste
2
11
8
3
-
-
1
5.78
L
2
Color
4
7
12
1
1
-
-
5.96
L
1.5
Texture
2
10
11
2
-
-
-
5.96
L
1.5
Quantity
-
3
10
6
-
5
1
4.48
SL
7
Appearance
3
3
7
9
-
3
-
5.04
SL
5
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 8. Continued…
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Appearance
3
3
7
9
-
3
-
5.04
SL
5
Price
1
5
4
11
2
2
-
4.83
SL
6
Gen. Acceptability
2
4
9
7
2
1
-
5.17
SL
Commercial veggie noodles
Aroma
7
8
9
1
-
-
-
6.35
L
3
Taste
6
7
7
4
1
-
-
6.00
L
5
Color
7
9
7
2
-
-
-
6.35
L
3
Texture
9
7
8
1
-
-
-
6.48
L
1
Quantity
5
8
8
2
2
-
-
5.96
L
6
Appearance
6
11
6
2
-
-
-
6.35
L
3
Price
2
8
6
3
2
3
-
5.04
SL
7
Gen. Acceptability
5
13
6
1
-
-
-
6.39
L
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences on Product Attributes on Veggie
Udon Noodles by Non-professional
Respondents
Table 9 shows the non-professional acceptability of the preference attributes of the
products. Respondents mostly prefer the taste and texture of the horse raddish as shown in
the computed mean that this two has the highest, while as to aroma, color, quantity,
appearance, and price, the product is neither like nor dislike. Result implies that in terms
of the two preference attributes, respondents slightly liked the product and assumes that
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
the target consumers slightly liked the horseradish. As to its general acceptability,
respondents slightly liked the product and assume that the target consumers slightly liked
the product.
As to squash, respondents preferred the color and texture among the preference
attributes. However, all the preference attributes except for the price were slightly like by
the respondents. And as to the general acceptability, respondents slightly like squash. As
to the general acceptability, respondents slightly liked the squash, thus assume that the
target consumers will slightly liked this squash variant.
For the commercial veggie noodles, non-professional respondents rated this as the
highest among the four products. The computed means of the preference attributes of the
product were higher than the others and so as to the computed mean of the general
acceptability. Respondents preferred the color of the commercial noodle; however, all were
slightly liked. Result implies that respondents more preferred this product than the others
and assume that the target consumers prefer this also.
Table 9. Preferences on product attributes on veggie udon noodles by non-professional
respondents
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
1
3
8
7
-
4
-
4.04
N
6
Taste
-
7
7
7
1
1
3
4.52
SL
1.5
Color
-
3
8
6
2
1
-
3.60
N
7
Texture
-
7
11
3
-
2
-
4.52
SL
1.5
Quantity
-
7
10
4
-
2
-
4.48
N
3
Appearance
-
8
7
6
-
-
2
4.36
N
5
Price
-
6
10
6
-
-
1
4.44
N
4
Gen. Acceptability
-
9
7
6
-
-
1
4.56
SL
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 9. Continued…
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Squash variant
Aroma
2
3
13
4
-
1
-
4.60
SL
3
Taste
2
6
8
4
1
2
-
4.52
SL
4.5
Color
1
10
6
4
1
-
1
4.68
SL
2.5
Texture
1
7
13
1
-
1
-
4.80
SL
1
Quantity
1
5
11
4
1
1
-
4.52
SL
4.5
Appearance
2
4
12
4
1
-
-
4.68
SL
2.5
Price
2
5
7
8
-
-
1
4.48
N
6
Gen. Acceptability
-
7
10
5
-
-
1
4.52
SL
Carrot variant
Aroma
2
5
13
-
1
2
-
4.64
SL
5
Taste
-
8
10
3
1
1
-
4.60
SL
6
Color
3
7
8
5
-
-
-
4.92
SL
1.5
Texture
2
6
13
2
-
-
-
4.92
SL
1.5
Quantity
1
8
9
4
-
1
-
4.72
SL
4
Appearance
2
6
12
2
1
-
-
4.84
SL
3
Price
2
5
9
5
1
-
1
4.52
SL
7
Gen. Acceptability
-
5
13
4
-
-
1
4.48
SL
Commercial veggie
noodles
Aroma
2
9
6
2
4
-
-
4.72
SL
4.5
Taste
1
9
7
4
2
-
-
4.72
SL
4.5
Color
4
8
9
2
-
-
-
5.16
SL
1
Texture
1
6
13
3
-
-
-
4.80
SL
3
Quantity
1
5
12
5
-
-
-
4.68
SL
6
Appearance
4
8
8
3
-
-
-
5.12
SL
2
Price
1
4
8
5
3
2
-
4.16
N
7
Gen. Acceptability
4
7
10
2
-
-
-
5.12
SL
Legend:
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Statistical
limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences on Product Attributes on Veggie
Udon Noodles by Housewife Respondents
Table 10 shows the acceptability of the housewives on the product attributes.
Respondents preferred the quantity of the product; however, all preference attributes were
slightly liked. Quantity is the amount (grams) of the product per pack. As to the general
acceptability, respondent rated it as slightly like. Result implies that the target consumers
slightly liked the horseradish.
As to squash, respondents mostly preferred texture and quantity and the descriptive
equivalents of the computed means were slightly like, while as to the aroma, taste, and
color were neither like nor disliked. As to the general acceptability, respondent also neither
liked nor disliked the squash. Result implies that the product is neither liked nor disliked
by the target consumers.
As to carrots, respondents preferred the quantity, appearance and price which they
slightly like, while as to aroma, taste, color, and texture were neither like nor disliked.
Appearance is the physical thing that can be seen by our naked eye. Appearance may affect
the perception of the consumer, thus it is a significant factors that may affect the buying
behavior of the consumer. The appearance speaks for the whole characteristics of the
product. Consumer may think that the product is bad if the appearance is not attractive and
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
probably will not buy the product. As to the general acceptability, respondents neither liked
nor dislike the carrot. Result implies that the target consumers neither liked nor disliked
the product.
As to the commercial veggie noodles, respondents preferred the appearance,
however they like the quantity, while as to the others attributes were slightly liked.
Respondents also rated the product as the highest among the four though the description
equivalent is slightly like just like the non-professionals. This has also the highest mean
among the four products. As to the general acceptability, respondent slightly like the
commercial veggie noodles. Result implies that housewife preferred the commercial
veggie noodles as compared to the veggie udon noodles. Respondents also mostly preferred
the appearance, thus assume that the target consumer will also prefer the appearance.
Preferences on Product Attributes on Veggie
Udon Noodles by Student Respondents
Table 11 shows the acceptability of the students on the consumer preferences on
product attributes on veggie udon noodles. Respondents most prefer and slightly like the
price among the product preferences on horseradish, however, they slightly like the taste,
texture, and quantity. While as to the aroma, color, and appearance were neither like nor
disliked. As to their general acceptability, respondents slightly like the horseradish. Thus,
result implies that target markets slightly like the product as well as they prefers the price.
As to squash, respondents slightly like and prefer price, however, taste color texture is also
slightly liked. While as to aroma, it is neither like nor disliked, and as to quantity, it is
disliked. As to the general acceptability, the product is slightly liked.
Table 10. Preferences on product attributes on veggie udon noodles by housewife
respondents
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
-
2
7
1
-
-
1
4..73
SL
5
Taste
-
4
4
1
-
1
1
4.64
SL
6
Color
1
1
4
3
-
-
2
4.27
N
7
Texture
-
1
9
-
-
-
1
4.73
SL
3.5
Quantity
2
4
3
1
-
-
1
5.27
SL
1
Appearance
1
2
4
3
-
-
1
4.73
SL
3.5
Price
2
2
4
2
-
-
1
5.00
SL
2
Gen. Acceptability
1
1
7
1
-
-
1
4.82
SL
Squash variant
Aroma
-
-
4
5
2
-
-
4.18
N
6
Taste
-
-
4
5
1
1
-
4.09
N
7
Color
-
-
7
2
2
-
-
4.45
N
5
Texture
-
-
6
4
2
-
-
4.73
SL
1.5
Quantity
-
2
5
3
1
-
-
4.73
SL
1.5
Appearance
-
1
5
4
1
-
-
4.55
SL
3.5
Price
-
2
4
3
2
-
-
4.55
SL
3.5
Gen. Acceptability
-
1
4
5
1
-
-
4.45
N
Carrot variant
Aroma
-
-
9
2
-
-
3.82
N
7
Taste
-
-
2
7
2
-
-
4.00
N
6
Color
-
1
2
5
3
-
-
4.09
N
5
Texture
-
1
2
8
-
-
-
4.36
N
4
Quantity
-
2
3
5
1
-
-
4.55
SL
2
Appearance
-
2
2
7
-
-
-
4.55
SL
2
Price
-
2
2
7
-
-
-
4.55
SL
2
Gen. Acceptability
-
1
2
8
-
-
-
4.36
N
Commercial veggie
noodles
Aroma
1
3
6
-
1
-
-
5.27
SL
5
Taste
-
5
6
-
-
-
-
5.45
SL
3
Table 10. Continued…
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Color
1
3
6
1
-
-
-
5.36
SL
4.5
Texture
-
5
5
1
-
-
-
5.36
SL
4.5
Quantity
2
3
5
1
-
-
-
5.55
L
2
Appearance
3
2
5
1
-
-
-
5.64
L
1
Price
2
3
4
1
-
1
-
5.27
SL
5
Gen. Acceptability
1
3
6
1
-
-
-
5.36
SL
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
As to carrot, respondents slightly like the price, however, all the preference
attributes were also slightly liked except for the appearance which is neither like nor
dislike. As to the general acceptability, it is slightly liked, thus result implies that target
consumer slightly like carrot.
As to the commercial veggie noodles, respondents liked and preferred the
appearance, however color and quantity is also liked. While as to the aroma, taste, and
texture, it is slightly liked. The price was neither like nor disliked. As to the general
acceptability, respondent like the product. Computed mean of the product has the highest
among the four products. Result implies that respondent preferred this commercial veggie
noodles as compared to udon noodles. Thus, it is assume that the target consumers prefer
commercial veggie noodles.
Table 11. Preferences on product attribute on veggie udon noodles by student respondent
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN
DE
RANK
7
6
5
4
3
2
1
Horseradish variant
Aroma
4
6
10
12
3
3
2
4.37
N
5.5
Taste
6
7
13
11
1
3
-
4.93
SL
2
Color
2
9
11
10
3
1
5
4.37
N
5.5
Texture
1
15
13
5
4
1
3
4.85
SL
3
Quantity
3
5
16
14
-
1
2
4.66
SL
4
Appearance
3
5
9
13
6
3
2
4.24
N
7
Price
8
6
17
9
-
1
-
5.24
SL
1
Gen. Acceptability
7
5
19
7
2
-
1
5.10
SL
Carrot variant
Aroma
3
7
11
11
1
5
2
4.32
N
5
Taste
7
6
10
14
1
2
1
4.85
SL
4
Color
9
2
20
4
4
1
1
5.02
SL
3
Texture
1
16
12
6
3
5
1
5.05
SL
2
Quantity
-
3
5
13
9
6
5
3.39
D
7
Appearance
3
5
9
13
6
3
2
4.24
N
6
Price
8
6
17
9
-
1
-
5.24
SL
1
Gen. Acceptability
4
12
17
6
-
2
-
5.20
SL
Carrot variant
Aroma
4
8
18
6
3
-
2
4.90
SL
6
Taste
5
12
13
8
-
-
3
5.05
SL
3.5
Color
5
9
19
4
2
1
1
5.10
SL
2
Texture
3
9
21
4
3
-
1
5.02
SL
5
Quantity
5
9
18
5
1
2
1
5.05
SL
3.5
Appearance
7
8
`6
7
1
1
1
3.93
N
7
Price
7
8
18
6
-
1
1
5.22
SL
1
Gen. Acceptability
8
8
10
6
5
2
2
4.85
SL
Commercial veggie
noodles
Aroma
8
8
15
9
-
1
-
5.29
SL
6
Taste
8
15
8
7
1
2
-
5.39
SL
4
Table 11. Continued…
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
CRITERIA
RATINGS
MEAN DE RANK
7
6
5
4
3
2
1
Color
7
15
13
4
2
-
-
5.51
L
3
Texture
5
17
8
9
1
1
-
5.32
SL
5
Quantity
8
15
9
9
-
-
-
5.54
L
2
Appearance
9
14
10
7
1
-
-
5.56
L
1
Price
7
7
7
3
5
4
8
4.12
N
7
Gen. Acceptability
13
12
10
5
1
-
-
5.76
L
Legend:
Statistical limit
Descriptive equivalent (DE)
1.00-1.49
1 Extremely dislike (ED)
1.50-2.49
2 Slightly dislike (SD)
2.50-3.49
3 Dislike (D)
3.50-4.49
4 Neither like nor dislike (N)
4.50-5.49
5 Slightly like (SL)
5.50-6.49
6 Like (L)
6.50-7.00
7 Extremely like (EL)
Preferences of Respondents in Terms of Price
The respondents were asked to choose the variant they prefer when the price is the
same and when the commercial veggie noodles will be higher in price than the veggie udon
noodles. The commercial veggie noodles are made from Durum wheat. This product is a
product of Singapore and had been distributed by a Philippine company. The product has
no artificial flavorings and preservative and the brands name is San Remo. The packaging
is attractive unlike the packaging of the newly innovated product veggie udon noodles. All
the necessary information about the product is printed in the packaging itself that includes
the manufacturer, the brands name, the ingredients, nutritional information, recipes, and
expiry date. The product cost is high but it is worth payable.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
It is shown in Table 12, few respondents had chosen the veggie enriched udon
noodles and mostly prefer the commercial veggie noodles even if the price of the udon will
be lower or the same as to the commercial veggie noodles. The respondents’ reason for
choosing the commercial was that it is worth the price. The result of the study implies that
the respondent rather chose the commercial veggie noodles than the veggie udon noodles.
This implies also that the veggie enriched udon noodles will not be competitive in the
market in terms of the preference attribute.
Table 12. Preferences of respondents in terms of price
CLASSIFICATION
HORSERADISH
SQUASH
CARROT
COMMERCIAL
OF PANELIST
VARIANT
VARIANT
VARIANT
VEGGIE
NOODLES
%
%
%
%
Same price
Professional
1
1
2
21
Non-professional
5
1
6
11
Housewife
1
2
6
23
Students
7
7
9
18
TOTAL
14
11
23
73
Commercial veggie noodles
is higher than the rest
Professional
2
1
1
21
Non-professional
5
2
7
9
Housewife
1
2
3
5
Students
7
7
9
18
TOTAL
15
12
20
53
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Importance of Nutritional Contents of the
Veggie Enriched Udon Noodles
Knowing the nutritional contents of a food product is very important. Some people
who have disease are careful on the food they intake. They have to know the ingredients
or the contents of the food before buying and consuming it to avoid conflicts on their health.
What if some contents of the products have negative side effects on their health?
The respondents were asked if the nutritional contents of a food product are important to
them or not. As shown in Table 13, respondents gave importance to the nutritional contents
of the food product they buy. However, few (15%) mentioned especially the students that
nutritional value of food products are important for sometimes, most (85%) of the
respondent still mentioned that the nutrition content is important. The result of the study
implies that professionals were much aware of the importance of knowing the nutritional
contents of the food products they bought.
Table 13. Importance of nutritional contents of the veggie enriched udon noodles
CLASSIFICATION
NOT
IMPORTANT
IMPORTANT
SOMETIMES
OF PANELIST
%
%
%
Professional
25
-
-
Non-professional
20
-
3
Housewife
10
-
1
Students
30
-
11
TOTAL
85
-
15
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Correlation of the Product to
Respondents
Table 14 presents the correlation of the product to the respondents. Correlation
analysis shows that the relationship of the product to the respondents is not significant
which means that the difference in terms of preferences (like or disliked) is negligible. That
the difference also among the different sets of taste panel is not significant (at a probability
of 0.918 (r = 0.091), which means that whether the taste panels were professionals,
students, non-professionals and housewives, the difference negligible or no difference at
all or maybe a slight difference on their preferences.
As to commercial veggie noodles, there has no significant correlation with the
respondents. Just like the horseradish, commercial veggie noodles is not affected whether
what respondent group the consumer belonged. While squash and carrot variant have
significant correlation with the respondents. This result shows that difference in terms of
preferences (liked or dislike) is significant which means preferences differs. Result implies
that horseradish and commercial veggie noodles were not affected by the respondents,
while squash and carrot variant were affected as to their respondent groups.
Table 14. Correlation of the product to respondents
PRODUCT
r
PROBABILITY
Horse raddish variant
0.019ns
0.918
Squash variant
-0.462*
0.008
Carrot variant
-0.373*
0.035
Commercial veggie noodles
-0.212ns
0.243
*significant
prob.<0.05
ns-not significant
prob.>0.05
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Comments and Suggestions on the
Improvement of the Product
Respondents gave their comments and suggestions on the product. This would
serve as basis in the improvement of the product to suit the taste and preferences of the
consumers. Common comments were as follows: put the expiry date and nutritional facts,
reduce the price, improve the appearance of the product to make it attractive, labeling
should be printed on the plastic itself, and improve packaging material used. Some of the
respondents mentioned that they will buy the product if the packaging is attractive.
Although, there were some respondents who mentioned that they cannot distinguish the
difference in flavor or taste and aroma.
From the comments of the respondents, it is obvious that there are lots more to
improve product especially on its taste, aroma, and packaging. Packaging must be
appealing because it will serve as the manufacturer’s silent sales person.
As an outgrowth of the increase in purchasing power and the importance of time,
there has been a substantial increase in the consumer’s desire for convenience. They want
products ready and easy to use or preference on pre-processed product. They want these
products packed in a variety of sizes, quantity and forms. How potential customers see a
firm’s product affects how much they are willing to pay for it, where it should be made
available, and how eager they are for it and if they want it all.
Acceptability as to the Packaging
of the Product
Since more of the panelists were students and they knew that the product is new,
the panelist accepted the simplicity of the packaging of the product. Majority (89%) of the
panelist mentioned that the packaging is accepted and 11% mentioned it is not and need
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
more improvements. Panelists gave their comments regarding on the packaging of the
product especially on the labeling. Suggestions were to make the packaging colorful and
attractive to the consumer. In the labeling, there should be nutritional facts so that the
consumers will know what nutrients can be derived from the product, and there should be
expiry date because it is very important to avoid spoilage. Furthermore, the panelists
suggest that the labeling should be printed directly in the packaging material.
The result this study implies that the packaging is accepted by the consumers,
however it still needs improvements. Some mentioned that the packaging is accepted as
long as the content is nutritious.
Table 15. Comments and suggestions of the respondents on the product
PARTICULARS
F
%
Put the expiry date and nutritional facts
15
15
Put some tips to cook
9
9
Lower the price
11
11
Improve the appearance
7
7
Labelings should be printed on the plastic itself
5
5
No taste and aroma
4
4
Variants are dificult to distinguish
13
13
*Multiple responses
Table 16. Acceptability as to the packaging of the product
CLASSIFICATION
ACCEPTABLE
NOT ACCEPTABLE
OF PANELIST
F
%
F
%
Professional
20
20
5
5
Non-profesional
21
21
2
2
Housewife
10
10
1
1
Students
38
38
3
3
TOTAL
89
89
11
11
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumer Willingness to Buy Veggie
Enriched Udon Noodles
Table 17 shows that there is potential market of the product. Seventy five of the
respondents were willing to buy, while there were only twenty five percent who were not
willing to buy. However, producer should take into consideration the comments and
suggestions of the panelist/respondents to improve the product and make it more suitable
to their taste and preferences.
There are factors affecting consumer behavior whether they buy or not the product.
Family members can strongly influence buyer behavior. The family is the most important
consumer buying organization in society according to Stanton (1985). The table shows the
responses of consumer respondents according to their willingness to buy the veggie
enriched udon noodles. Majority (75%) of the respondents who have not yet tried buying
veggie enriched udon noodles are willing to buy. Twenty five percent are not willing to
buy. The result implies that respondents are willing to buy the newly innovated veggie
udon noodles.
Table 17. Consumer willingness to buy veggie enriched udon noodles
CLASSIFICATION
WILLING TO BUY
NOT WILLING TO BUY
OF PANELIST
F
%
F
%
Professional
17
17
8
8
Non-professional
15
15
8
8
Household
10
10
1
1
Students
33
33
8
8
TOTAL
75
75
25
25
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Market Testing of Veggie Enriched
Udon Noodles
Introducing a new product or service without first testing the market is like jumping
off a cliff into the sea. The more you test your product before you produce and sell it, the
more likely you are to earn the sales and profits that you desire. Market testing can be an
expensive and time consuming process, however, it is a small, effective investment when
compared to the overall risk of possible losing one’s entire lifesavings from product failure.
Entrepreneurs should always market test their ideas to the general public before taking the
risk of starting their business in order to ensure their product and company’s success.
Customers may want some products but if suppliers are not willing to supply it,
then there is no market. They also want outlet located close by, and open at all hours.
For the market test of the veggie enriched product shown in Table 18, observations
in selling the product was that consumers bought at first, but seem just for curiosity because
there are no reorder or return orders. Actually, there is no more outlet market of the product
in the area where consumers could buy the product. How can consumer buy the product if
it is not available in the market? Some of the respondents were asking where they could
buy the product, and are not willing to order directly to the manufacturer because it is time
consuming, and they are ordering in bulk. One already tried going in the production area
and refuse to order because she only need a little and she needs to go back the next day to
get her order. The result of the study implies that there is no market for the veggie enriched
udon noodles.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Table 18. Market testing of veggie enriched udon noodles
DATE OF
QUANTITY
PRICE/PACK
SALES TURNOVER
OBSERVATION
(grams)
(pesos)
(packs)
Jan. 20
200
20
10
Feb. 3
200
20
38
Feb. 7
200
20
35
Feb.16
200
20
30
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study was conducted to determine the awareness of the consumers on the
veggie enriched udon product, to analyze and interpret consumer perceptions on the
product, to identify the factors and considerations that would influence consumers to buy
the product, and its level of market acceptability. Three tools were employed in the data
gathering a) product testing through sensory evaluation, b) survey questionnaire for the
awareness of the product, and c) market data sheet for the market acceptability of the
product.
There were one hundred panelist/respondents who were chosen and classified as to
respondent group; professional, non-professional, household, and students. The data
gathered were examined and analyzed using the descriptive method like frequency, mean,
and percentage. Respondents evaluated the product whether they like it according to its
taste, texture, aroma, appearance, color, size, quantity, price and packaging.
Results showed that most (71%) of the respondents were not aware of the product.
The main perception of the respondent against the product is just food that can fill hungry
stomach, followed by it is valuable energy provider, it is just like other noodles, and it is a
food that can cause related diseases.
Result showed that commercialized veggie noodles are most preferred by the
panelists who have evaluated the product though they have accepted the veggie enriched
udon noodles. Respondents also mentioned that they accepted the packaging but still need
improvements. The main factor that is affecting the consumers in buying the product is
their perception on how they think about the product since it is newly innovated product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Consumers also considered the safety and availability of the product in the market before
buying it.
Respondents also gave their comments and suggestions on the product. Some
mentioned about the packaging to be more colorful and attractive to look at, and some
improvements in the taste and aroma to determine the differences of the variants. On the
market test, it was found out that there was no reorder or return order for the product.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Most of the respondents were not aware of the veggie enriched udon noodles.
2. The main perception of the respondent on the product is just to fill hungry
stomach. However, respondents considered the safetiness and availability of the product
in the market.
3. The main factor that influence consumer to buy the product is their perception.
4. The consideration that influences the consumer to buy the product is its safety
and market availability.
5. As to the sensory evaluation, the taste panels like/accept the product, but when
compared with commercial product, the later is most preferred.
6. There is no reorder or return order for the veggie enriched udon noodles, thus
concluded that there is no market for the product. However, there were consumers who are
willing to buy, thus concluded that there is potential market for the product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
Recommendations
Being an entrepreneur or food processors who introduced a newly innovated
product in the market, strategies are considered like pricing, promotions, distribution,
place/location are important matters to study the competitors in the market.
Since veggie enriched udon noodles are new in the local market, further
introduction of the product are recommended to the producer. It should also be proven that
the product is safe and nutritious. Promotional measures could be done such as serving
udon noodles on festive community occasions, preparing udon noodles using local recipes,
distinguishing the veggie enriched udon noodles from other popular noodles could be a
means of gaining local acceptance.
Negative comments have been solicited from the respondents; the
processor/manufacturer should therefore look into these comments and improve the
product to meet the requirements of the target market or consumers of the product.
Suggestions also have been solicited, thus these will be the basis of the processor to
improve the product.
Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012
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Market Acceptability of Benguet State University Veggie Enriched Udon Noodles in Baguio
City | GARCIA, VICTORIA A. APRIL 2012