Consumer Acceptability and Market Potential of

Sweet Potato Candy in Purok Avocado, Makilala, Cotabato

CHAPTER 1

Problem and Its Setting

Sweet potato (Ipomoea batatas) is one of the most abundant crops in Makilala,

Cotabato, particularly in areas like Purok Avocado where several households rely on

agriculture as a primary source of income. Despite this, sweet potatoes are

commonly sold as raw produce, which often leads to low profit due to market

oversupply and fluctuating prices. To address this issue, value-adding through food

processing has become an important strategy to increase income and introduce new

products to consumers.

Globally there is increasing consumer demand for healthier snack foods derived from

non-traditional crops, which presents both opportunity and challenge in bringing

such products to market. The challenge lies especially in ensuring consumer

acceptability—taste, texture, aroma, appearance—and creating market pathways for

these innovations. A (2025) study by Emily Canas Nogas in the Philippines found that

a sweet-potato candy enriched with seaweed gel achieved high acceptability,

suggesting that root-crop confectionery can succeed when formulation and sensory

quality are well managed.

snack and beverage products made from sweet potato and cassava found that flavor

was the most desired attribute, and price had a negative effect on purchase

probability. ([Food Research][1])

Further more in a study in Davao del Sur, N. Refardo et al. (2023) developed a

polvoron made from sweet potato flour and toasted rice and found high

acceptability in palatability and appearance. ([Malque][2])

In Ilagan City, Isabela, Glorilyn B. Alejandro (2024) evaluated a corn and sweet-

potato “buchi-based” food product and found enhanced nutritive value and

acceptability of a sweet-potato–based snack for low-income families. ([[Link]]

[3])

Therefore, this study focuses on assessing the consumer acceptability in terms of

taste, texture, aroma, appearance, and overall quality of sweet potato candy, as well

as its market potential based on consumer interest, pricing preference, and

purchasing intention among the residents of Purok Avocado, Makilala, Cotabato.

Statement of the Problem

This study aims to solve is to find out if the local residents of the community will

actually buy and enjoy the new sweet potato candy, and whether this product has

enough market potential to become a successful small business. This investigation

will take place within the specific setting of Purok Avocado, Makilala, Cotabato,

where researchers will directly survey local consumers—including neighbors,

overall willingness to purchase this new locally-made snack.

Mother Question

What is the level of consumer acceptability and what is the market potential of

sweet potato candy in Purok Avocado, Makilala, Cotabato?

Specific Questions

1. What is the level of consumer acceptability of the sweet potato candy in terms of:

A. Taste

B. Texture

C. Appearance

2. What is the market potential of the sweet potato candy in Purok Avocado, Makilala,

Cotobato in terms of:

A. Willingness to buy

[Link]

C. Frequency

Scope of the Study

The study focuses on the development of a sweet potato candy product using locally-

sourced sweet potatoes in Purok Avocado, Makilala, Cotabato. It investigates consumer

acceptability based on sensory attributes (taste, texture, aroma, appearance, overall

acceptability) and market potential in terms of willingness to buy, preferred price, purchase

frequency, and perceived marketing issues. Respondents are limited to residents of Purok
Avocado across different demographic backgrounds. The timeframe covers the formulation

of the candy product and a cross-sectional survey of consumers.

Delimitation of the Study

The study is limited to the geographic area of Purok Avocado, Makilala, Cotabato and does

not extend to other barangays or [Link] study is restricted to sensory evaluation

and market-survey responses at one point in time; it does not include long-term sales

Consumer
tracking or large-scale distribution [Link] it does Satisfaction
not include the detailed cost-benefit

analysis of large-scale production, nor does it cover export potential.

Theoretical Statement

This study applies the Theory of Planned Behaviour (Ajzen) which posits that an individual’s

behavioural intention (in this case the intention to purchase the sweet potato candy) is

influenced by one’s attitude toward the behaviour (e.g., favourable sensory evaluation of

the product), subjective norms (perceived expectations of others in the community), and

perceived behavioural control (availability, affordability, ease of buying). Accordingly, if

consumers find the candy acceptable (positive attitude), believe that others approve of

trying such a product (subjective norms), and perceive they can purchase it easily and

affordably (behavioural control), then they are more likely to intend to buy it — indicating

good market potential.

Conceptual Framework

Figure 1 shows the schematic diagram of the study. Taste and flavor issue are the

following indicators: tast,texture, appearance, willingness to buy, price, frequency as

shown in the input box.

Taste

Texture

Appearance

Willingness to buy

Price

Frequency
Figure 1: Schematic diagram showing the variable of the study.
Definition of Terms

Consumer Acceptability. Refers to the level of liking and satisfaction of consumers toward

the sweet potato candy in terms of taste, texture, aroma, color, and overall quality.

Market Potential. Refers to the possibility of the sweet potato candy to be sold successfully

in Purok Avocado, based on consumer demand, buying interest, and willingness to purchase.

Sweet Potato Candy. A processed food product made from sweet potato, sugar, and other

ingredients, developed as a local snack or confectionery.

[Link] residents of Purok Avocado, Makilala, Cotabato who tasted and evaluated

the sweet potato candy.

Purok Avocado. A community in Makilala, Cotabato where the study was conducted and

where the respondents live.

Product Quality. Refers to the characteristics of the sweet potato candy, including taste,

appearance, texture, and aroma, as perceived by the consumers.

Willingness to Buy. Refers to the intention of consumers to purchase the sweet potato

candy if it is made available in the market.

Hypothesis of the study

Alternative Hypothesis (H₁): There is a significant level of consumer acceptability and market

potential of sweet potato candy among the residents of Purok Avocado, Makilala, Cotabato.

Review of Related Literature

among store owners.

Taste and [Link] the consumer acceptability and market potential of seeet

potato candy among store owners in Purok Avocado, Makilala, Cotabato (2025-2026).

According to Lawless and Heymann (2010), taste and flavor are primary factors that

influence food preference and acceptability. Consumers tend to accept food products that

provide pleasant and familiar flavors.

Bourne (2002) stated that texture plays an important role in food quality perception,

affecting consumer satisfaction and acceptance of confectionery products.

Kotler and Keller (2016) explained that packaging attracts consumers’ attention and helps

communicate product quality, which can influence buying decisions.

According to Monroe (2003), price significantly affects consumer perception of value.

Affordable pricing increases the likelihood of purchase, especially in local markets.

Drewnowski and Gomez-Carneros (2000) emphasized that consumers are more likely to

choose food products with perceived health and nutritional benefits.

Consumer Satisfaction. Store owner are expected to satisfy our product the texture and

price.
Oliver (1997) defined consumer satisfaction as the overall evaluation of a product based

on consumption experience and expectations.

According to Ajzen (1991), purchase intention is influenced by attitudes toward the

product, which are shaped by quality and perceived value.

Schiffman and Kanuk (2010) stated that satisfied consumers are more likely to repurchase

a product and recommend it to others.

Stone and Sidel (2004) explained that overall acceptability reflects consumers’ general

liking of a food product based on sensory attributes.

Kotler (2000) described market potential as the maximum demand possible for a product,

influenced by consumer acceptance and purchasing behavior

Chapter

Methodology

This chapter presents the research design used in this study, research

respondents research instruments, data gathering and treatment of the data.

Research Design
 This study uses descriptive research design. The descriptive method is utilized in

determining the Consumer Acceptability and Market Potential of Sweet Potato Candy in

Purok Avocado, Makilala, Cotabato.

Research Respondents

Residents of purok Avocado Makilala Cotabato serve as respondents in this study.

Total enumeration is used considering the total number of residents in pur. There were

twenty-two respondents.

Research Instruments

In this study, the researcher uses a survey questionnaire as research instrument.

It require the grade level and name is optional. Data on the affect of poor time management

in cooking of grade-10 cookery students of junior high school students in Ricardo L Ipong

National High School. The questionnaire was validated by expert to attain validity and

reliability of the managing a time.

Data Gathering Procedure

The researcher prepare a letter informing and asking permission from the school

principal, signifying the intent to conduct this study. As the school head approved the letter,

the research transmitted the approved letter to the respondents of the study and thereafter,

started the data gathering collected and tabulated them for results interpretation.

Treatment of Data

Mean was used to determine the Consumer Acceptability and Market Potential of

Sweet Potato Candy in Purok Avocado, Makilala, Cotabato