Kingfisher Senior High School

Lucao District, Dagupan City, Pangasinan

A Business Research entitled

The Production and Distribution of Tupig with Flavors

A study about the feasibility of the production and distribution of tupig with flavors.

In partial fulfillment of the requirements in Practical Research 1 of Senior High School

Submitted by:
Estrellas, Micriz A.
Tanawit, Mar Axel D.
Yau, Jonathan Lok Thon R.
Caridad, Mykella Fevi Rae M.
Gargar, Alexandra G.
Mendoza, Jenibel L.
Paningbatan, Pearl Ann Mae P.
Rosario, Alyanna F.
Tañedo, Martha Chayane T.
Group 10

On January ___, 2021, during the 2nd Quarter of the First Semester S.Y. 2020-2021

Submitted to:
Ms. Maybelle Ann Lopez
Research Adviser
Kingfisher Senior High School

Table of Contents

Page

Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Chapter

1 THE BACKGROUND OF THE STUDY

Introduction

Background of the Study 4

Scope and Delimitation of the Study 6

Significance of the Study 7

Overview of the Business

Company Profile 8

Product Description 11

Target Market 13

Location Profile 14

2 INDUSTRY ANALYSIS AND REVIEW OF RELATED LITERATURE

Industry Assessment

Industry Overview 17

Supply and Demand Analysis 18

Critical Risk Factors 20

Porter’s Five Forces Model 20
SWOT Analysis 22

Competition 25

Review of Related Literature 27

3 RESEARCH DESIGN AND METHODOLOGY

Research Design 30

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Respondents of the Study 30

Data Gathering Instrument 31

Data Gathering Procedure 31

Statistical Treatment of Data 31

4 ANALYSIS AND FINDINGS 32

5 CONCLUSION AND RECOMMENDATIONS

Recommendations 43

Findings 44

Long Term Plan and Contingency Plans 45

REFERENCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

APPENDICES

A. Survey Questionnaire 48

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Executive Summary

This business research study aims to know the feasibility of the production and

distribution of tupig with flavors namely: purple yam (ube), cheese, and chocolate. This study

proves to be of significance due to the abundance of the raw ingredients that will be used in the

production of the product. Moreover, the added flavors to the innovated tupig product is a step-

up to the usual tupig. It is unique because the consumers can choose different flavors that may

satisfy their taste.

The target market of this research are the people of all genders and religion, a consumer

that is part of Generation X and Millennials, ages range from 22-55 yrs. old. It includes the local

residents, tourists, and balikbayans in Pangasinan.

Self-administered survey is used as a data gathering instrument in this business

research study. The researchers will collect the data from the survey they provided. The survey

has a total of 200 respondents and are answered through google forms.

Furthermore, in the statistical treatment of data, Univariate Statistical Treatment is used

in this business research study as it includes formulas for getting the weighted arithmetic mean

and mode of the data gathered. Also, standard deviation is used as statistical treatment for data

analysis, where deviation from the neutral scale is determined. This study affirms the

discrepancies of the respondents in supposing innovative versions of tupig despite the already

classic one, determine the proposal's stance, and find out the suggested retail price derived

from the amount of capital. A total of 200 respondents were the source of information for this

study. The ages of the respondents ranged from 22 to 55 years old. Majority of them concluded

to be in favor of flavor integration and most of them concurred to alleviate the traditional product.

Generally, this study found out that the production and distribution of tupig with flavors is

feasible.

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Chapter I

The Background of the Study

Introduction

Background of the Study

The “Tupigments” in Manaoag, Pangasinan was established in 2020 to promote an

innovative version of tupig. The company offers a different integration of flavors such as purple

yam (ube), cheese, and chocolate in the tupig. The researchers were driven to generate this

study because they took the objectives to create remarkable tupig flavors based from the

standards of the target market. The business also aspires to become one of the best food

companies in terms of Filipino delicacies and to be recognized by the product and service’s

quality.

According to a press release from the Department of Labor and Employment, tupig has

been known to be the town’s best delicacy in the Municipality of Balungao in Pangasinan. Such

homegrown products not only tickled the tastes of Filipinos, but also the tourists who visit the

great attractions of the North. In 2009, the DOLE Regional Office No. 1, together with the local

government of Balungao as the accredited co-partner, awarded a total of P144,300 to the group

as they jumpstart their tupig-making livelihood. (Department of Labor and Employment, 2013)

The demand of tupig does not only pertain to a limited target market because it follows a pattern

which reaches its peak during Sundays and holiday seasons, where local people and tourists

usually go to some famous tourist locations and consumption normally takes its surge as social-

related activities increased during this period. (Corla, 2013)

Over the years, tupig became a popular and staple delicacy among cities and

municipalities in Pangasinan. Tupig business is one of the Filipinos’ source of livelihood

because of the great demand of tupig in the market. Intemtem or Tupig is a popular native

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delicacy from Pangasinan which is made out of ground glutinous rice and coconuts strips

wrapped in banana leaves then cooked over charcoal. During the late 60s, it became

commercially available in the market, particularly in the holidays because tupig is best when it is

associated with occasions and celebrations. Since tupig is not a difficult delicacy to make, many

vendors are starting business with it and trying to compete with the others as well. Tupig

vendors are mostly seen in the streets and markets where the target market is always present in

those locations. Compared to the original tupig, integrated flavors make the tupig unique,

creative, and appealing to the consumers. It presents variety so that consumers can choose

their own preferences. It is also an opportunity to improve the taste of the original tupig because

it is observed that some consumers are buying tupig in picked vendors because of the quality

and production. Therefore, the researchers took the chance to adapt the people’s standards

towards the best tupig.

This proposed business offers a new innovation of the tupig in order to step up the

product itself other than the usual and to increase more the target market. As seen on the

typical tupig business, they sell the common tupig which is made of ground rice, sugar and buko

(young coconut) strips, rolled and wrapped in banana leaves, then grilled over live coals. With

this business, the researchers came up with an idea to integrate different flavors in the tupig

such as purple yam (ube), cheese, and chocolate that will be identified as the research gap.

With the aid of the integrated flavors, this business aims to reduce and manage stress among

people who are consuming the product. Cheese as a flavor can strengthen and relax the

nervous system and help people manage stress because it is loaded with protein and calcium

and is low in fat and sugar. (Amanda, 2013) Chocolate can also change brain wave frequency,

providing benefits in memory improvement and stress reduction (Jessica, 2018). Lastly, purple

yams can alleviate oxidative stress because it contains Vitamin E that can contribute to its

antioxidant properties.

(La Canada, 2017)

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When entering a tupig business, the common problem is the production of the product

itself. The main factors that influence the best tupig are preparation, taste, and quality. Without

these factors, the target market will try to find another product that will surely appeal their

standards. Therefore, this business was raised to eradicate the problem and to find alternatives

in terms of sales and profit. Therefore, the researchers have come up with the production and

distribution of tupig with flavors to promote different flavors in the tupig and to intrigue the target

market for better acceptance and consumption.

Scope and Delimitation

This research will only be focused on the production and distribution of tupig with flavors.

This study will be limited on the addition of flavors, namely: purple yam (ube), cheese and

chocolate, to the usual tupig which makes the product step up in the market. There will be no

additional flavors other than the three mentioned flavors. Also, the size of the regular tupig will

not be changed.

The target market and respondents of this business research are people of all genders

and religion, a consumer that is part of Generation X and Millennials, ages range from 22-55

yrs. old. It includes the local residents, tourists, and balikbayans in Pangasinan. Conducting a

free taste to the consumers at a specific period of time is also considered in starting up this

business. It is a way of introducing the product to the target market. This will be the first trial of

distributing the product. They will ask for some insights and reviews to the customers about the

flavored tupig for the betterment of the business. If they already improved the taste of the

product based on the reviews of the customers, they will start distributing it at souvenir shops

and pasalubong centers in Manaoag, Pangasinan. This research will be conducted in souvenir

shops and pasalubong centers, specifically in Our Lady of Manaoag Gift Shop and on some

nearby souvenir shops in Manaoag, Pangasinan.

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Significance of the Study

In Pangasinan, tupig has been known to be one of the province's best delicacies. It is

rooted in the way of life of the Pangasinan folks. Such homegrown native-product is not only

tickled by the tastes of Filipinos, but also the tourists who visit the great attractions of the West.

Tupig is widely popular in regions like Pangasinan, Ilocos Region and Cagayan, where rice and

coconut are the major agricultural products. Indisputably, production of tupig is supported by the

Department of Labor and Employment (DOLE) as one of the livelihoods because of the

availability of raw materials in the area. It is an alternative market for farmers producing the raw

materials for tupig. This product proves to be low cost as a jumpstart of a tupig-making

livelihood.

In this business project proposal, the native delicacy itself is upgraded with its appealing

packaging and labeling, a total makeover from the usual old newspaper, which was traditionally

used as wrapper. Researchers have also diversified the flavors of the tupigs. Consumers can

now select among chocolate, purple yam, and cheese. In stimulating the market of tupig, the

researchers can expand their tupig operations in Pangasinan that makes the products readily

available to passersby in the researcher's desired market locale. Selling some tupig-related

products and by-products can also be an additional profit to maximize the use of the desired

market location and grabbing the opportunity to offer some products of Pangasinense to

tourists.

This business project proves to be of significance due to the abundance of the raw

ingredients that will be used in the production of the product. Thus, this business product is

assured to be reasonably priced. Moreover, tupig is considered a healthy food since it is made

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up of coconut strips and glutinous rice which helped to increase bone density, decrease

inflammation, improved heart health, and others.

According to the study of Corla (2013), the demand for tupig follows a pattern which

reaches its peak during Sundays and holiday seasons, thus, there is no doubt that tupig has a

demand in the target market. The potential size of the target market is broad whereas it

comprises local residents, tourists, and balikbayans in Pangasinan, since its consumers can be

to the customary demographic.

On the other hand, researchers can create a ripple effect to ensure the sustainability of

tupig production, granting finances and benefits to necessary workers. This assistance can also

benefit rice farmers, banana planters, and charcoal makers as an allied livelihood activities

related to tupig-making such as the production of glutinous rice, banana, and charcoal

briquetting. Through the power of convergence, the project undergoes transformation in terms

of tools, product quality and competitiveness, productivity and returns/profits, concurrently

aiding suppliers and investors that proliferates consumer experience.

Overview of the Business

Company Profile

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TUPIGMENTS. The brand/company name was derived from the word “tupig” and

“pigments''. The researchers thought of incorporating the word “pigments” to their product as it

means “coloring matter or substance” (Dictionary, 2020) wherein it stands for the flavors that are

associated and highlighted in the main product of this research. Moreover, the tagline of the

business, “Not one, but TUPIG!”, also means that this business not only offers one flavor but it is

innovated in a way that a variety of flavors is being produced and distributed. The logo is simply

inspired by the main product that is highlighted in this research – tupig.

The estimated amount of money in starting up this business will be Php 15,000.00. The

raw ingredients of the Tupigments which are glutinous rice, coconut strips and the added flavors

namely: chocolate, purple yam (ube) and cheese will cost approximately Php 5,000.00 for the

reason that the cost of the original taste of tupig, according to Leticia Flores, one of the vendors

in Villasis, Pangasinan, that she can make 700 pieces of tupig and she can get Php 3,500.00 in

a day and it is already enough for her to pay for the ingredients she needs every day to keep

her small business going. For the packaging, they will allocate Php 2,000.00 which can create

more than a thousand numbers of packaging considering that cardboard is one of the cheapest

packaging materials. Also, considering the equipment the researchers will be using, including

the grill, charcoal, and banana leaves to wrap up the tupig, it will cost approximately for about

Php 1,500.00. The remaining money will be allocated in the other technical fees that the

researchers must consider in order for them to properly

distribute their products.

Moreover, Tupigments is a business that is being

runned by 9 people who own the business, the

researchers. This is a partnership type of business for

the reason that there are more than 2 people who

runned the business. Specifically, this business is under

the limited partnerships wherein it requires a formal Figure 1. Logo

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agreement between the partners. The researchers and the distributors will have an agreement

and it must also file a certificate of partnership with the state. Limited partnerships allow

partners to limit their own liability for business debts according to their portion of ownership or

investment.

On the other hand, the competitors of the business are the existing tupig seller or sellers

of other related products such as rice cakes along the highway, on the terminals, and other

public places. But assessing the competitive advantage of the business, the addition of flavors

namely: cheese, ube and chocolate, will be very crucial to attract more costumers in terms of

offering people a unique taste that they have not tried before. Also, considering that the

business will be located in Manaoag, Pangasinan, the place is strategic and will be more

accessible to the target market. The production of flavored tupig will be using real chocolate,

purple yam, and cheese and will not be added by artificial flavorings which means it is healthy

and it will be more flavorful (tasty). Added to that, the overall presentation of the product

(including the packaging) and the change of color of the typical tupig depends on the flavor will

make it more presentable that will surely attract the consumers in buying the product. Moreover,

the added flavors that will be integrate are staple food in the Philippines.

Lastly, compared to the price of the original version of Tupig that is around Php 5.00,

tupigments will cost with an approximately Php 7.00 per piece considering the added natural

flavorings that will be added to the product. The researchers assure that it is reasonably priced

and worth it without compromising its quality.

Vision Statement

The researchers' proposal aims to become a well-known distributor of tupig with different

flavors, not only in Pangasinan but in different places as well. The researchers innovated the

tupig by adding flavors to it, as they plan to step up on the tourists' market and to make it well-

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known. Tupigments will be a way for Pangasinan's rice cake delicacies to be introduced as a

colorful and tasty pasalubong in the entire Luzon.

Mission Statement

Tupigments aims to promote and innovate one of the famous delicacies in Pangasinan –

tupig. Knowing that tupig is a traditional "pasalubong" once you visit Pangasinan, researchers

came up with an idea to introduce it to tourists that will leave an impact. Furthermore, the main

goal of this business research is to provide a high quality and healthier tupig that is associated

with different flavors. Tupigments plan to create and offer a worth-it pasalubong that will satisfy

the taste of the target market.

Objectives

The main objective of this research is to assess the viability of the innovative business

idea by having a proper foundation and knowledge in terms of target market, fair return of

investment, and marketing strategies.

Specifically, it will evaluate the following:

1) To improve efficiency in the company’s operation through establishing a long-term brand

awareness towards people.

2) To implement creative ideas in promoting and selling more products to the existing target

market.

3) To achieve a 10% growth in sales figures and revenues after 3 years.

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4) To reach a stable financial state in finance that will enable the company to open two

more branches in Luzon within 3-5 years.

5) To provide quality and preferable products among local people and tourists in the best

locations of Luzon.

Product Description

Tupig is a native delicacy of Pangasinan. Dusky, glutinous, delicious, and sweet

handmade delicacy from Pangasinan. A fresh experience and taste that you'd definitely enjoy. It

is a native rice cake with coconut shreds that Figure 2. Tupig with Different Flavors

balances the flavor nicely and traditionally wrapped in banana leaves well cooked on top of the

charcoal. Tupig includes coconut that has many health benefits such as disease-fighting

antioxidants, promoting blood sugar regulation, and reducing certain risk factors for heart

disease.

Unlike the common version of tupig, the

researchers’ product will have a variety of flavors

namely: chocolate, purple yam (ube) and

cheese. The production of flavored tupig will be

using real chocolate, purple yam, and cheese

and will not be added by artificial flavorings which

means it is healthy and it will be more flavorful

(tasty). Added to that, the overall presentation of the product (including the packaging) will

surely attract the consumers in buying the product.

The proposal’s innovation widens the benefits that the market may encounter. The

innovation of Tupigments is instead of selling only the original flavor, the researchers added

three new flavors which are purple yam (ube), cheese, and chocolate. Purple yam is a great

source of good carbs, potassium, and vitamin C. Cheese is a great source of calcium, fat, and

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protein. Chocolate is made from the seed of the cocoa tree; it is one of the best sources of

antioxidants. The new innovative product has a lot more health benefits than the original flavor

alone.

The product is a hundred percent delicately home made with fresh and natural

ingredients which are locally from Pangasinan. All materials and ingredients to be used will all

be locally made from the farmers of Pangasinan. The overall packaging will be innovated and

changed completely from the logo and packaging. The product will be wrapped in fresh banana

leaves then is put into a paper box container which will be designed by the researchers, as the

researcher’s goal is to have an eco-friendly business. It will be carefully wrapped and packaged

as a customer purchase. For its reasonable price, you will get a delicious delicacy with different

flavors to choose from.

In product packaging, recycled cardboard and paper are organic materials that are

friendly to the environment. Basically, it is designed to be eco-friendly and handy, so that the

consumers will be able to bring it anywhere and at the same time, they can be part of preserving

our environment. With its attractive packaging and labeling, a complete makeover from the

usual old traditional wrapper that made the overall look refined and enhanced. It is unique

because the consumers can choose different flavors that may satisfy their taste.

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Figure 3. Product Packaging Design Layout

The item will be sold in a bundle/package that is priced at approximately Php 7.00 per

piece. For 3 pieces of assorted flavored tupig, it will cost Php 20.00; for 8 pieces, it will be Php

50.00; and for 20 pieces, it will be sold for Php 100.00. The researchers guarantee that without

compromising its consistency, the product is fairly priced. It is because they believe that quality

will be what the consumers are really after for.

Target Market

The target market of this research are the people of all genders and religion, a consumer

that is part of Generation X and Millennials, ages range from 22-55 yrs. old. It includes the local

residents, tourists, and balikbayans in Pangasinan. The potential size of the target market is

quite large because it consists of the local residents, tourists, and balikbayans in Manaoag,

Pangasinan. The business will not establish any physical stores, instead the researchers will

have an agreement or partnership with souvenir shops and pasalubong centers, specifically in

Our Lady of Manaoag Gift Shop and on some nearby souvenir shops in Manaoag, Pangasinan.

Basically, the transaction will be business to business. Moreover, the manufacturing site of the

business will take place in one of the researcher’s houses in Dagupan City. The researchers

can supply or distribute to the resellers who want to sell this product and it helps to spread or

recognize the identity of the tupigments not only in the Manaoag but all over the world.

The target market can also make the product as their “pasalubong” which has been a

part of Filipino tradition. “Pasalubong” is defined by Wilson (2014) as a deeply-entrenched

tradition where a Pinoy brings home gifts for family, friends and co-workers from one’s travels. It

means that the product can be introduced to different places by the consumer themselves. The

target market can buy the product through the souvenir shop or pasalubong center which are

the partners in the business of the researchers. Tupig is also considered a healthy food since it

is made up of coconut strips and glutinous rice which helped to increase bone density, decrease

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inflammation, improved heart health, etc. The innovation of Tupigments is instead of selling only

the original flavor, the researchers added three new flavors which are purple yam (ube), cheese,

and chocolate. Purple yam is a great source of good carbs, potassium, and vitamin C. Cheese

is a great source of calcium, fat, and protein. Chocolate is made from the seed of the cocoa

tree; it is one of the best sources of antioxidants. The new innovative product has a lot more

health benefits than the original flavor alone. So the customers will buy the product not only

because the tupig is famous but because how the researchers presented their product and

especially because of the innovation which will add flavors to the original tupig by adding that it

will also benefit the customer’s health. The product is reasonably priced. Lastly, every consumer

will choose to purchase this product because of its uniqueness that makes it stand out to others.

Location Profile

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The business will not establish any physical stores, instead the researchers will have an

agreement or partnership with souvenir shops and pasalubong centers, specifically in Our Lady

of Manaoag Gift Shop and on some nearby souvenir shops in Manaoag, Pangasinan. Basically,

the transaction will be business to business. Moreover, the manufacturing site of the business

will take place in one of the researcher’s houses in Dagupan City which is located in Pugaro-

Suit Dagupan City, Pangasinan in Mykella Fevi Rae Caridad’s house with a measurement of

1300 square meters. The production site is located in Dagupan City for the reason that among

the houses of the researchers, it is the nearest in Manaoag, Pangasinan. Dagupan City is one

of the biggest and best towns in Pangasinan wherein citizens or Pangasinan people also known

as Pangasinense come to visit Dagupan and Manaoag often.

Figure 4. Manufacturing Site

The business will be located in Manaoag, Pangasinan which attracts thousands of

tourists and pilgrims daily (Malmstrom, 2018). The potential size of the target market is quite

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large because it consists of the local residents, tourists, and balikbayans in Manaoag,

Pangasinan. Manaoag Church has been in existence since the 17th century and thousands of

people come every year because it is the famous church here in the Philippines and they want

to experience the spiritual nature of the area and take in the different historical and spiritual

attractions.

Figure 5. Minor Basilica of Our Lady of the Rosary of Manaoag (Google Map View)

The said product is famous in the province of Pangasinan and it has the advantage

when it comes to the foreign people that are visiting our locality. Since the business will be

located in Manaoag, Pangasinan, it will attract thousands of tourists and pilgrims. There are a

lot of foreigners or tourists that are fond of eating this delicacy called tupig because of its

uniqueness in flavor. Also, based on the study conducted by Corla (2013), the production and

selling of tupig in Manaoag is a profitable enterprise, and just like other enterprises it has lean

and peak season.

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There are existing tupig sellers near the place but assessing the competitive advantage

of the product it is most interesting and worth it for all buyers. As key trends (transparency,

sustainability, innovation, and differentiation) change, these changes adapt as the business

evolves over the years. The researchers plan to improve their business by expanding and

innovating extra flavors to tupig as the product succeeds in the coming years.

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Chapter II

Industry Analysis and Review of Related Literature

Industry Assessment

Industry Overview

This business study, The Production and Distribution of Tupig with Flavors, revolves in

the industry of kakanin businesses. Native delicacies, known as kakanin in Filipino, are popular

snack foods that are usually served as desserts. Kakanin are usually prepared whenever there

is a special occasion like fiesta, birthday, Christmas, anniversary, etc. No celebration is

complete without these kakanin being served on the table. (PB, 2019)

Kakanin business marries tradition with entrepreneurship. Also known as rice cakes,

kakanin has been part of the Filipino culture since ancient times when it was offered as food for

the gods. (How to Start a Kakanin Business in the Philippines: A Beginner’s Guide, 2020)

Because of its popularity among Filipinos here and abroad, many household mom

entrepreneurs saw the need for commercializing it into a kakanin business, knowing that this

type of industry can be easily manufactured at home. No doubt, these generated income

opportunities to many Filipinos. (PB, 2019)

Kakanin business is ubiquitous in the country. It is impossible to visit any town or city

without stumbling on a kakanin business. While the presence of competition means there is a

huge demand for the product, it also requires newcomers to come up with unique ideas to

penetrate the saturated market. (How to Start a Kakanin Business in the Philippines: A

Beginner’s Guide, 2020)

In Northern Luzon where rice and coconut are the major agricultural products, and

because of that tupig is widely popular there. Tupig-making is indeed an important source of

livelihood in Pangasinan. Regardless, date and day are the major factors that affect the sales of

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tupig like during Christmas and New year season, Holidays, Holy week, festival of Manaoag,

Wednesday, Friday, Saturday, and Sunday that are the peak season in increased sales of tupig.

The sustainability of the business by considering the source of raw materials in its

production that includes idle land so that there is source for glutinous rice, coconut plants, or

packaging materials for wrapping, thus, reducing the cost of production.

In addition, tupig, a popular delicacy in Pangasinan province, is made of ground

glutinous rice and coconut strips wrapped in banana leaves and cooked over charcoal. One of

the leading competitors in this business is Aling Patring’s Tupig that is owned by Mrs.

Patrocenio de Guzman. At first, she produced 75 pieces of tupig, which were sold quickly. She

would soon find herself toiling late nights to produce more tupig to sell in the public market. De

Guzman produces up to 2,000 pieces of tupig a day with the help of her children and

grandchildren. She no longer sells her produce in a makeshift stall. Buyers now come to her

house in the village of Umangan. (Cardinoza, 2017)

Supply and Demand Analysis

Demand is the amount of a particular economic good or service that the consumer or

group of consumers will want to purchase at a given price. The demand curve is usually

downward sloping, since consumers will want to buy more as price decreases. Demand for a

good or service is determined by many different factors other than price, such as the price of

substitute goods and complementary goods. In extreme, demand may be completely unrelated

to price or nearly infinite at a given price, along with supply, demand is one of the two key

determinants of the market price ([Link] 2012).

Demand is the relation among the various amounts of a product that buyers would be

willing and able to purchase at possible alternative price during a given time, all other

things remaining the same.

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Consumer demand for product and services is affected by their price and availability and

by consumer’s personal taste and discretionary income (Berkowitz, Kerin and Rudeluis 2003).

Consumer demand for products is quite different from demand in the business market. Unlike

consumer demand, business demand is derived, inelastic, joint and fluctuating (McDaniel,

Lamb, and Hair 2004).

Demand pricing is important because it takes market response into account. The only

justification for a price increase is that it will increase profit and unless a business is badly

strapped forecast or is deliberately milking a product or service profit should be looked at for a

long-term viewpoint that is building customers loyalty and future revenues (Keegan, Davidson

and Brill 2000).

According to the study of Corla (2013), the demand for tupig follows a pattern which

reaches its peak during Sundays and holiday seasons, thus, there is no doubt that tupig has a

demand in the target market. Considering that the product is innovative, the attention of the

consumers will surely be caught. Since usually the travelers or locals opt for a delicacy that

would satisfy their wants especially if it fits their budget. The potential size of the target market is

broad whereas it comprises local residents, tourists, and balikbayans in Pangasinan, since its

consumers can be to the customary demographic.

Tupig is a rice cake, it is very similar to “suman”, the differences are that tupig uses

glutinous rice flour while suman uses glutinous rice sometimes mixed with a regular rice.

Suppliers are the one who makes this business possible, because they are the one who provide

supplies and raw materials. In return, there is compensation. People in certain municipalities in

Pangasinan have different ways of making tupig but the basic ingredients are the uniform;

grated coconut, ground sticky flour or rice and molasses. In regulating the supply of the

business project, there should be a sustainability of the business by considering the source of

raw materials in its production that includes idle land so that there is source for glutinous rice,

coconut plants, or packaging materials for wrapping, thus, reducing the cost of production.

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Producers consider to explore on the production of other pasalubong products that could be

produced with the available materials in the area as this would not only increase supply, but also

a good alternative market of interrelated suppliers producing raw materials, thereby benefiting

mutually.

Setting a price above market equilibrium will result in a reduction in quantity demanded

and an increase in quantity supplied. This results in a surplus, or excess supply. Setting prices

below the market equilibrium will result in a shortage, as consumers demand more and

suppliers reduce supply.

Critical Risk Factors

 Porter’s Five Forces Model

Threats of New Entrants

The threat may be moderate, considering the fact that the ease of entry is easy because

it has a low cost start up, the raw materials to be used is highly available and easy to find, and

the product is easy to produce. But as said, it may be moderate since there are competitors in

the industry which have the same product. What is great is that the business will be open for

partnerships only which means it won’t really affect the ease of new entrants.

After assessing the threats, this can be minimized through the promotion. By promoting

a product, it would give recognition and attention that would surely help the business maintain

the status quo. Given that it has a low cost start up and the materials are always available and

easy to find, there won’t be any more threats other that the competitors itself.

The Threat of New Substitutes

It is moderate since it is dominant that there are competitors in venturing a business in

this industry, and considering the fact that the business is located in Manaoag Pangasinan,

there are substitutes for this product. First is the original flavored tupig from different sellers in

that place. Then, there are fast food chains who offer snacks to the tourists and devotees.

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These fast food chains are Mang Inasal, Chowking, and Jollibee. Not to mention there are

eateries and souvenir shops that would offer on the go food. But the researchers ensure that

their product is reasonably priced and high quality.

As mentioned, the researchers ensure that the product they would offer would be

reasonably priced and high quality at the same time. The way to reduce these types of threat is

that the researchers have a unique product concept that is different from the others.

The Bargaining Power of Customers

The bargaining power of consumers is high. Based on the survey conducted by the

researchers, 96% of the respondents would buy the product the researchers are proposing,

which is a good sign that they would buy the product. In addition to that, we asked for the

customer’s preferences regarding the flavor they wanted and those flavors were cheese,

chocolate, and ube. Though there are a lot more flavors that they would want us to integrate,

these are the top 3 flavors that the customers picked. Also, for the fact that the respondents

agree that the product is reasonably priced. Customers opt for something that is available in

their market reach, and considering that the researchers had considered the customers

preferences through survey that they would most likely try the product.

Since it is high, there may be a chance that they would like the product only to try it, this

can be minimized through considering the customers preferences. For future mitigation, the

researchers will be taking notes on the customers’ preferences, for example if there are flavors

they would want to try and such. It would also be a great help on using social media for us to

attract more customers.

The Bargaining Power of Supplier

Since the company has the potential to try to squeeze our suppliers because of the presence of

many substitute inputs that provide services to the business stairs, it is low. The raw materials

and utensils to be used are easy to find in the market. The business might be affected when the

prices would fluctuate but there are suppliers who accept wholesale buying and there are many

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suppliers and they usually vary with their price offers, so if the researchers would negotiate and

buy in bulk, they might not get affected. For the raw materials to be used, there are numerous

suppliers like farmers in the Pangasinan area, usually these are from Binalonan and Villasis.

There are also people from the local market who sell these kinds of products which would cut

the expenses in the transport cost for the raw materials. There are also stores like Lim Pan who

sell in bulk at a low reasonable price. The researchers can strategize on having a lower

bargaining power of supplier by buying in bulk/wholesale and negotiating with the supplier.

Industry Rivalry

It may be high because we all know for a fact that there are a lot of sellers of tupig in

Manaoag which makes them our competitors. Considering the different factors of rivalry like

price competition and advertising strategies, though the price between the researcher’s product

and the competitors does not have that much difference. As mentioned before, there are

existing competitors who were there for a long time, not only that they are known and are there

before us but also the trust they had to their customers. However, we can assess it as we enter

this type of industry if there is any rival that can dominate the market to cause some changes.

Though looking at the SWOT analysis, entering this kind of business may have risks but it is still

profitable and it is easy to give solutions on the risks to be encountered.

 SWOT Analysis

Strengths

 The researchers have a unique product concept

- Tupigments simply means the researchers are offering 2 kinds of tupig product

which is the original flavor and the one with different flavors. These unique tupig

will surely be enjoyed by the customers because it is new for their taste and a lot

of tourist loves new products.

 The product ‘Tupigments’ is innovative

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- This product is innovative because there are only few wel-known existing sellers

of tupig with different flavors. Also, adding natural flavorings of tupig makes it

more appealing and interesting to the target market.

 Packaging is presentable

- In product packaging, the researchers have used recycled cardboard and paper

that are friendly to the environment. It is designed to be eco-friendly and handy,

so that the consumers will be able to bring it anywhere at the same time, they

can be part of preserving our environment.

 The location is accessible for tourist and locals

- This business will be located in Manaoag, Pangasinan which attracts thousands

of tourists and pilgrims daily. Our target market will be Gen X and Millennials

which includes the local residents, tourists, and balikbayans in Manaoag,

Pangasinan.

 Low-cost start-up, raw materials and equipment are cheap

- The researchers would use the traditional way in cooking tupig, in cooking tupig

we used charcoal as their source of heat, banana leaf, coconut meat, milk,

flavoring powder, etc. All of the equipment and raw materials that are needed is

cheap and can also be bought in your nearest supermarkets.

Weaknesses

 The researchers only offer one product

- Since the researchers offer only one product (Tupig), it is hard for them to market

the product since the original tupig flavor is the well-known and commonly

preferred product of the customers.

 Research funds are limited at a certain amount

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- The researchers’ funds are limited in establishing this business because they

don’t still have the idea if the business will gain its reputation after establishing it

or it might get bankrupt due to no custumers because of the pandemic.

 There are competitors who sell the same product

- There are still a lot of competitors of tupig that are located in Manaoag,

Pangasinan. Most of them are selling the original flavor of tupig.

Opportunities

 The influence of social media on promoting the product

- The researchers will utilize different social media platforms in creating

advertisements in promoting the business.

 Attract future buyers and investors for business expansion

- It can be an opportunity for the researchers to attract buyers since our product is

innovative. Once the product becomes famous and gains its reputation it might

also attract some investors who would purchase a franchise of the business.

 The increase of demand in the industry

- Many people are fond of kakanin, especially tupig. It is an opportunity for the

researchers to sell tupig with different flavors because a lot of tourists wanted to

buy a pasalubong for their loved ones, and their pasalubongs might be our

product tupig which would surely be enjoyed by the customers.

Threats

 Customers’ preferences may change over time

- Some customers might only taste the product for once just to know if it is

delicious or not and others might just go for the experience.

 The competition with other competitors through price and quality

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- In competition with other competitors through price and quality, it might bring

threats to the researchers since their product is a bit higher compared to other

existing tupig considering the flavors that will be incorporated to it.

 Economic changes that would happen in the near future

- The researchers are still not sure what is going to happen in the near future.

Trends in the market might change causing economic changes in the market.

Competition

The first direct competitors of Tupigments are the ones who sell the original taste of tupig

or intemtem specifically in places that Tupig is popular such as Manaoag, Mangatarem, and

Tarlac. Tupig is widely popular in northwestern Luzon, particularly the regions of Pangasinan,

Tarlac, and Ilocos. Tupig has been one of the favorites of devotees to the Our Lady of Manaoag

Church in Pangasinan province. But the commercially sold tupig is very thin, with only a

tablespoon of mixed ingredients wrapped in banana leaves. In Manaoag Pangasinan, Our Lady

of Manaoang, a church that is considered one of the tourist attractions in the place because of

its century age, because of the high population of tourists going to the area, and the demand for

“pasalubong” products like tupig is high. There are a lot of vendors who sell tupig in that town.

The demand for tupig follows a pattern which reaches its peak during Sundays and holiday

seasons, where local people and tourists usually go to Our Lady of Manaoag, when

consumption normally takes its surge as social-related activities increase during this period.

Tupig producers in Manaoag sell their product through direct selling, where most buyers are

commuters, tourists and devotees of Our Lady of Manaoag. Most of the vendors sell their tupig

per piece. The problem mostly they encountered in production and marketing are lack of capital

and high competition.

Second which is from Mangatarem, Pangasinan, according to tupig vendors, like

Patrocenio de Guzman, the oldest and most prolific “tupig” maker in Mangatarem Pangasinan,

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she doesn’t run out of orders for the reason that government officials, and especially

balikbayans and traders buy tupig from here now and then. She even mentioned that some

balikbayans order 1000 pieces of tupig in just one transaction and keep it in the freezer and

even after six months, the tupig is still good. According to one of the loyal customers of De

Guzman, her tupig is different from others because you can taste the glutinous rice and you can

feel the coconut strips. In addition to that, third is from Tarlac City, according to one of the

customers of Laring in Tarlac City, Laring’s small tupig stand in the town of Tarlac, the capital,

was on the sidewalk of bustling main street, F. Tanedo. Back in the 1960s, Laring sat on a small

stool, with a bilao of tupig, selling her wares next to a botica (pharmacy), which was good foot

traffic for street food business. Customers were patients of the town doctor; whose family owned

the pharmacy. The tupig was fragrant even from afar. The aroma of sweet coconut, the

fragrance of burnt banana leaves cooked over coals, lingered in the air. One could follow the

trail of the scent and it led you to Laring’s tupig. Laring’s tupig was made of simple ingredients:

sweet or glutinous rice called malagkit; coconut milk; sugar. The mixture was formed into a long,

flat log, wrapped in banana leaves then cooked in a makeshift oven she made herself from

discarded galvanized iron. Charcoals were lit that burned above and below the tupig logs. The

ingredients were common to Tarlaquenos in a province where some 305,345 hectares are

allocated for rice paddies, orchards and cultivated lands for agricultural crops.

The indirect competitors for this business are those vendors who are selling other

related products such as rice cakes, bibingka, puto, suman, and other Filipino delicacies along

the highway, on the terminals, and other public places. In Manaoag, Pangasinan specifically

right around the church are perhaps hundreds of shops selling all stuff souvenirs, knick knacks,

and delectable delicacies that the town is famous for. You don’t leave Manaoag without tasting

and bringing home a dozen or so of those chewy glutinous rice with shredded young coconut

wrapped in banana leaves, almost similar to “suman” (rice cake) except that it is grilled. There

are also famous puto in Calasiao, Pangasinan. Puto is a steamed rice cake and it is a famous

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Kakanin in Pangasinan. It is usually white but flavors such as pandan, ube, and strawberry have

been added to this traditional Filipino kakanin. While I have tasted puto from other parts of the

country, nothing beats Puto Calasiao. In fact, Puto Calasiao is considered to be its own specific

recipe of puto. Calasiao is a small town in Pangasinan. Puto Calasiao refers to the special puto

that is produced in this town. The best place to buy Puto Calasiao is the collection of puto stalls,

near the Saints Peter and Paul Parish Church of Calasiao.

Review of Related Literature

Tupig

Tupig is a rice cake preparation which used to be associated with Christmas and New

Year celebrations. Old folks say that tupig used to be served during the noche buena (Christmas

eve dinner). Elders also give tupig to young carolers instead of money.

In the late 60s it became commercially available in the market with several variations in

preparation, taste and quality. It has similar versions in Ilocos Norte, Isabela, Tarlac and

Pangasinan.

Intemtem in Pangasinan, or popularly known as tupig, is made of ground rice, sugar and

buko (young coconut) strips, rolled and wrapped in banana leaves, then grilled over live coals.

This native kakanin (rice-based food products) belongs to the suman (rice cake) family.

Tupig has been one of the favorites of devotees to the Our Lady of Manaoag Church in

Pangasinan province. But the commercially sold tupig is very thin, with only a tablespoon of

mixed ingredients wrapped in banana leaves.

Through time, this native delicacy has also been developed in different flavors such as

jackfruit, pandan (screw pine), guava, ube (purple yam) and strawberry.

Although best eaten hot, it can be stored up to three days under room temperature.

(Bulatlat, 2006)

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Tupig is a native delicacy from Pangasinan which is made with ground glutinous rice and

coconut strips wrapped in banana leaves. It is then cooked over charcoal, which adds to the

delicious flavor of this chewy rice cake. The word “tupig” means “flattened” in the local dialect,

referring to the sweet treat’s shape when cooked. Also called “intemtem” or “kangkanen,” tupig

is common in northwestern Luzon, particularly in Pangasinan, though it is also very popular in

Ilocos and Tarlac.

Before tupig became a popular street food and sold as souvenir items for tourists, it used

to be served only during the Christmas season. It is like this region’s puto bumbong or bibingka,

favorite Filipino food items that herald the coming of the festive holiday.

It wasn’t until the 1960s that tupig became a year-round delicacy, enjoyed by locals and

tourists alike. More recently, variants of the popular rice cake have emerged, including flavors

with jackfruit, pandan, and ube. There is even one where instead of wrapping them in banana

leaves, they are cooked in bamboo tubes. Whatever variant or flavor, tupig is best paired with a

hot cup of salabat (ginger tea) or black coffee.

Tupig is usually sold along the streets, along a long line of vendors, with the scent of

burnt banana leaves and sweet coconut wafting through the air; or near tourist destinations

such as the Manaoag Church.

Tupig is usually sold in bundles of 10 for less than P100. What is good about tupig is that

you can buy a lot of them as they don’t spoil easily. What you don’t finish that day, you may put

inside a refrigerator, reheat the next day (through steaming or in a microwave). Based on

experience, tupig can well last over a week, which makes it an ideal souvenir item. (Del Rosario,

2020)

Furthermore, Tupig and other rice-based products have 2-3 days shelf life at ambient

conditions only. Its shelf life is extended up to a week or two when kept frozen. (Rocafort, 2017)

Perception to New Flavors

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A basic assumption concerning the depth of a brand’s product assortment is that offering

consumers more options is superior to offering fewer options, for the simple reason that a

greater variety of options can cater to a wider range of tastes (e.g., Lancaster, 1990). This basic

assumption has been challenged by recent research that has raised doubts about the wisdom of

offering consumers many options to choose from (e.g., Iyengar and Lepper, 2000; Schwartz,

2004). For example, Iyengar and Lepper demonstrated that consumers who were presented

with a set of 24 jams were significantly less likely to purchase one of these options compared to

consumers presented with just six jams. Other researchers (e.g., Dhar, 1996, 1997; Greenleaf

and Lehmann 1995; Tversky and Shafir, 1992) have shown that offering more options can

generate decision conflict and preference uncertainty, leading to decision deferral.

Because product variety increases consumers’ likelihood of finding a good match with

their preferences, research in economics, psychology, and marketing has typically assumed

that, other things equal (e.g., costs, shelf space), offering more options is better (see, e.g.,

Bordley, 2003; Kekre and Srinivasan 1990; Lancaster 1990; Payne, Bettman, and Johnson,

1993). Economists have also proposed that offering broader product lines may create entry

barriers (Schmalensee 1978) and allow the firm to charge higher prices (Benson, 1990).

At the same time, offering greater product variety is often associated with higher costs

(e.g., Draganska and Jain, 2005; Lancaster, 1979). Furthermore, recent research has shown

that more options can generate decision conflict, confusion, and frustration, leading to choose

deferral or even no choice at all (e.g., Chernev 2003a, 2003b; Dhar 1996, 1997; Greenleaf and

Lehmann 1995; Iyengar and Lepper 2000). Iyengar and Lepper (2000), for example, gave

participants the opportunity to select and taste a chocolate from a set containing either 24

(extensive choice) or six (limited choice) options. Paradoxically, while people choosing from

larger variety enjoyed the decision-making process more, they felt greater frustration and

difficulty with choice and were less likely to make a purchase.

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Chapter III

Research Design and Methodology

This chapter shows a brief discussion of the methods and procedures that are used in

this study. It shows the research design, the sources of data, instrumentation and data

collection, and analysis of data.

Research Design

Descriptive-survey research is used to determine the feasibility of the production of tupig

with flavors. Descriptive research design is used to describe the characteristics of a population

and the demand that are being studied in determining the essence of tupig. The type of

descriptive research used is the descriptive-survey design because enabled the researchers to

gather data and information from targeted respondents that will assist in analyzing the response

obtained on how it affects the new innovation of tupig. The conducted survey provides

questionnaires that are relevant in giving factual information of the study.

Respondents of the Study

The respondents of this research are people of all genders and religion, a consumer that

is part of Generation X and Millennials, ages range from 22-55 yrs. old. It includes the local

residents, tourists, and some balikbayans (OFWs) in Pangasinan. At least 200 respondents are

the target number of the sample population that the researchers will be using in this business

research study. The researchers have come up with having at least 200 respondents after

knowing the overall population of and used the website called ‘Raosoft’ a calculator, to see the

sample size they needed for their respondents. But with the given time that they had (2 days),

they only had 200 respondents.

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Data Gathering Instrument

Self-administered survey is used as a data gathering instrument in this business

research study. The researchers used self-administered surveys because of the pandemic that

is happening right now, they can’t collect data face to face which is why they used a self-

administered survey. Furthermore, the survey questionnaires are answerable by a simple yes or

no, and no interviewee is needed in this type of survey, hence self-administered.

Data Gathering Procedure

The researchers will collect the data from the survey they provided. The survey has a

total of 200 respondents and are answered through google forms (refer to the Appendix A for

the copy of the questionnaire). The target respondents of the researchers are about 200-300

people living in Pangasinan. It refers to people that have signed up in the survey whether they

are Generation X or Millennials, and by that the researchers would get the total number of

people that have signed up for the survey in Business Research Proposal. The survey

questionnaire is given to the respondents with the utilization of social media platforms,

specifically Facebook and Facebook messenger. The gathered data was encoded, analyzed

and interpreted.

Statistical Treatment of Data

Univariate Statistical Treatment is used in this business research study as it includes a

formula for getting the weighted arithmetic mean and mode of the data gathered. The weighted

arithmetic mean is used in the questions with scale options ((1) Strongly disagree; (2) Disagree;

(3) Neutral; (4) Agree; (5) Strongly agree). Moreover, the mode of the frequencies will be used in

assessing the most commonly observed value in a set of data. Furthermore, standard deviation

is also used as statistical treatment for data analysis, where deviation from the neutral scale is

determined.

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Chapter IV

Analysis and Findings

This chapter presents the data gathered which were tabulated and subjected to

statistical treatment. They were then analyzed and interpreted on the basis of the research

questions.

Results and Findings

Table 1. Demographic Profile of The Respondents

Particulars Frequency Percentage

Age
22-28 74 37
29-38 60 30
39-48 54 27
49-55 12 6
Total 200 100
Citizenship
Filipino 200 100
Total 200 100
Employment Status
OFWs 34 17
Non-OFWs 146 73
Balikbayans 20 10
Total 200 100
Age Group
Generation X 66 33
Generation Y 134 67
Total 200 100
Locality (Province)
Pangasinan 200 100
Total 200 100
Table I presents the profile of the respondents as to age, employment status, citizenship, and
region of residence.
Sources of information were 200 inhabitants in diverse areas in Pangasinan, specifically

those within the vicinity of the desired market position since selling of tupig is concentrated in

this area.

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Age. Thirty seven percent of the respondents were in the aged bracket of 22-28 years

old, 30% belonged to the age bracket of 29-38 years old, 27% were 39-48 years old and only

6% belonged to the aged bracket of 49 to 58 years old. This result shows that more of the

respondents were young to middle aged.

Employment status. Most (73%) of the respondents were province-based workers, a

number (17%) of them were OFWs and 20 (10%) of the respondents were balikbayans.

Citizenship. All respondents were Filipinos, however in the responses, the affiliates of

the respondents shared interests within other kakanins specifically tupig. This implies that tupig

production is a household trend in which joint attention is exemplified, rendering consumption at

an exponential expansion.

Age Group. The target respondents can be classified categorically into two groups:

Generation X (40-55 years old), and Generation Y (22-39 years old).

Locality. All respondents originate from a common province, Pangasinan, as determined

by the desired research market range.

Table II. Yes-or-No Type Survey Analysis

Particulars Frequency Percentage

(Question) (Yes:No) (Yes:No)
"Are you familiar with
Tupig — a Filipino
Delicacy?"
134:2 67:1
Generation Y (22-39 years old)
60:4 30:2
Generation X (40-55 years old)
Total 200 100

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Is there a nearby store/stall

in your area where you can
buy Tupig? (Optional)

Generation Y (22-39 years old) 42:74 21:37

Generation X (40-55 years old) 22:42 11:21

Total 180 100

Do you prefer Tupig
compared to other
commercially available
products related (e.g.,
other types of kakanin)?

Generation Y (22-39 years old) 102:34 51:17

Generation X (40-55 years old) 42:22 21:11

Total 200 100

Have you encountered
tupig that has flavor?

Generation Y (22-39 years old) 24:112 12:56

Generation X (40-55 years old) 8:56 4:28

Total 200 100
Hypothetically speaking:
Will you still continue
buying the tupig that is
integrated with different
flavors knowing that the
business just started?

Generation Y (22-39 years old) 132:4 66:2

Generation X (40-55 years old) 60:4 30:2

Total 200 100

Table 2. presents the findings in the Yes-or-No type of answer, showcasing the results in

ratio of "Yes is to No" value with each allotted percentage equivalence, given that there are 200

participants. Using the weighted arithmetic mean as the statistic treatment to the tally,

quantitative value can be derived through the weighted average or the mean(x) of the answers.

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Moreover, frequency is derived from the number of times the respondents answered a

certain choice, while percentage is obtained by dividing the frequency to the total number of

respondents, which in this case is 200. In the given table, percentage is denoted using the ratio

percentage of "yes is to no" proportion.

Utilizing the formula:

(the weighted arithmetic mean for the data collected, the summation of given values multiplied

by the number of frequency divided by total number of choices) the outcome is the following:

a) For the first question, there subsisted given frequencies of 134 who answered "Yes", and

2 for those who answered " No" from respondents categorized as Generation Y.

For the Generation X, 60 people answered "Yes", and 4 people asserted "No". The total

responses for the Y Generation is 136, added to that the number of responses from generation

X, totaling a staggering 200 responses.

68 is the weighted average for the Generation Y's answers, and 32 for the X generation

in the first question. This implies 68 and 32 is the average for the "Yes" answers to the question

"Are you familiar with Tupig — a native Delicacy?"

b) As similar as A, 68 and 32 is obtained for the average "yes" answers in Generation Y

and X respectively. This implies the number of people having a nearby stall selling tupig.

c) Combining all 5 questions, the garnered weighted average is 100 for "yes" answers in

both generational age groups.

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Table III. Most Preferred Tupig Flavor

Particulars Frequency Percentage

(Question) (Answer Choices)
If you were to decide, what
flavor integrated in tupig
will you choose to buy?
(you can choose more than
1 answer)

Generation Y (22-39 years old)

Cheese 72 36
Chocolate 64 32
Ube 88 32
Original 88 44

Generation X (40-55 years old)

Cheese 28 14
Chocolate 24 12
Ube 32 16
Original 38 19
Total 388 205

Continuation: If you were

to decide to integrate
flavors on Tupig, what are
those? (give at least 3)

Generation X&Y

Cheese 72 36
Chocolate 64 32
Ube 64 32
Strawberry 88 44
Okinawa 28 14
Pandan 24 12
Pineapple 32 16
Mango 38 19
Avocado 21 10.5
Matcha 6 3
Vanilla 10 5
Milk Chocolate 4 2
Almonds 2 1
Monggo 2 1
Cream 2 1
Peanut 2 1
Sweet Corn 2 1
Hazelnut 2 1

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Cremino 2 1
Condensed Milk 4 2
Honey 2 1
Macapuno 2 1
Coffee 6 3
Caramel 6 3
Oreo 6 2
Total 491 244.5
If you were to buy a tupig,
are you willing to try a new
and improved flavor (ube,
cheese, and chocolate)?

Generation Y (22-39 years old)

Yes 114 57
Maybe 18 9
No 4 2

Generation X (40-55 years old)

Yes 54 27
Maybe 10 5
No 0 0
Total 200 100

Frequency is derived from the number of times the respondents answered a certain

choice, while percentage is obtained by dividing the frequency to the total number of

respondents, which in this case, is 200. In the given table, percentage is obtained by dividing

the frequency by the total number of respondents. As seen in the first question in Table 3, the

respondents are asked to select more than one of their most favorite innovative flavors of tupig.

This is the reason why the summation of frequencies exceeded the total number of

respondents. Proportionally, the percentage mustered up to 200%, meaning the participants at

least answered more than one of their initial answers. This is analogous to the second question,

rendering the respondents to give more than one of their answers, thereby exemplifying a total

percentage of 244.5%.

In this most-voted-flavor variable, the mode of statistics can help assess the data

collection.

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In statistics, the mode is the most commonly observed value in a set of data. For the

normal distribution, the mode is also the same value as the mean and median. To find the

mode, or modal value, it is best to put the numbers in order. Then count how many of each

number. Subsequently, the number that appears most often is the mode. For the second

question in Table 3, the set of data can be interpreted by determining the most picked flavor.

Empirically, the table ascertains cheese, with the most frequency indicating it was enumerated

72 times, constituting 36% percent of the total respondents.

Manipulating the same statistical tool with the third question in table 3, respondents in

both generations answered "yes" to the question, "If you were to buy a tupig, are you willing to

try new and improved flavors (ube, cheese, and chocolate)?"

Table IV. Questions Using Likert Scale Method

Particulars Frequency Percentage

(Statements) (Answer Choices)
The packaging of the
product will surely attract
customers.

Generation Y (22-39 years old)

Strongly Agree 70 35
Agree 34 17
Neutral 24 12
Disagree 6 3
Strongly Disagree 2 1

Generation X (40-55 years old)

Strongly Agree 28 14
Agree 28 14
Neutral 8 4
Disagree 0 0
Strongly Disagree 0 0
Total 200 100
The innovation of flavors
affects the sales of tupig
positively.

Generation Y (22-39 years old)

Strongly Agree 64 32

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Agree 52 26
Neutral 14 7
Disagree 4 2
Strongly Disagree 2 1

Generation X (40-55 years old)

Strongly Agree 22 11
Agree 24 12
Neutral 14 7
Disagree 0 0
Strongly Disagree 4 2
Total 200 100
Incorporating different
flavors to tupig is a good
idea in starting a business.

Generation Y (22-39 years old)

Strongly Agree 62 31
Agree 46 23
Neutral 20 10
Disagree 4 2
Strongly Disagree 4 2

Generation X (40-55 years old)

Strongly Agree 18 9
Agree 30 15
Neutral 14 7
Disagree 0 0
Strongly Disagree 2 1
Total 200 100
Compared to the original
version of tupig, tupig that
is associated with different
flavors is more ideal to buy
and worth it.

Generation Y (22-39 years old)

Strongly Agree 30 15
Agree 44 22
Neutral 52 26
Disagree 6 3
Strongly Disagree 4 2

Generation X (40-55 years old)

Strongly Agree 18 9
Agree 18 9
Neutral 20 10
Disagree 6 3
Strongly Disagree 2 1

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Total 200 100

By 7 pesos per piece,
flavored tupig is
reasonably priced.
(considering the
innovations of the product
-from packaging to its
flavors)

Generation Y (22-39 years old)

Strongly Agree 74 37
Agree 44 22
Neutral 16 8
Disagree 2 1
Strongly Disagree 0 0

Generation X (40-55 years old)

Strongly Agree 26 13
Agree 26 13
Neutral 6 3
Disagree 4 2
Strongly Disagree 2 1
Total 200 100
Is the product reasonably
priced?

Generation X&Y
Mangatarem
Strongly Agree 6 3
Agree 4 2
Neutral 1 .5
Disagree 1 .5
Strongly Disagree 0 0
Dagupan
Strongly Agree 8 4
Agree 8 4
Neutral 2 1
Disagree 0 0
Strongly Disagree 0 0
Lingayen
Strongly Agree 7 3.5
Agree 5 2.5
Neutral 2 1
Disagree 2 1
Strongly Disagree 0 0

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Table 4. exhibits a Likert scale as a psychometric scale that commonly employs

questionnaires. It is the most widely used approach to scaling responses in survey research,

such that the term is often used interchangeably with rating scale, although there are other

types of rating scales.

In this scale, the table assumes that the strength/intensity of an attitude is linear, i.e., on

a continuum from strongly agree to strongly disagree, and makes the assumption that attitudes

can be measured. In addition to measuring statements of agreement, this methodology can

measure other variations such as frequency, quality, importance, likelihood, and others.

For instance, the first question in Table 4 "the packaging will surely attract the

customers", the respondents can answer through five extents choices such as: strongly agree,

agree, neutral, disagree, to strongly disagree. As shown in the diagram, all statements were

answered "strongly agree", which signifies a strong attitude tendency to the following:

a) The packaging of the product will surely attract customers.

b) The innovation of flavors affects the sales of tupig positively.

c) Incorporating different flavors to tupig is a good idea in starting a business.

d) Compared to the original version of tupig, tupig that is associated with different flavors is

more ideal to buy and worth it.

e) By 7 pesos per piece, flavored tupig is reasonably priced. (considering the innovations of

the product -from packaging to its flavors)

f) The product is reasonably priced.

Using standard deviation as statistical treatment for data analysis, deviation from the

neutral scale can be determined.

Exercising the formula:

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the absolute value from the neutral scale 4.94-1.56 from all frequencies in all statements in

Table 5 is presented, deriving from all age groups.

Inevitably, this ensures a patronization in the market.

In conclusion, this research design was conducted to determine the profitability of the

tupig distribution and production, find out the discretions of the respondents in supposing

innovated versions of tupig despite of the already classic one, determine the proposal's stance,

and find out the suggested retail price derived from the amount of capital. A total of 200

respondents were the source of information for this study. The ages of the respondents ranged

from 22 to 55 years old. Majority of them concluded to be in favor of flavor integration and most

of them concurred to alleviate the traditional product. The respondents were engaged in a

descriptive-type census as a major variable of consumer acknowledgment and approval of the

propositional kakanin, augmenting considerable preferences in the future.

The respondents come from various locales in Pangasinan that amassed profound

responses in the survey, confirming that the amount of profitability depends on the order and the

peak season of devotees and tourists going to specified areas.

Additionally, the major factor that affects the sales turnover of tupig is the date and day,

where Wednesday, Friday, Saturday, Sunday, and holidays are the peak season of tupig. This is

the time when devotees and tourists visit the church. Bad weather also negatively affects the

sales turnover of tupig because lesser number of devotees visit that results in decreased sales.

From the result, it can be concluded that production and selling of tupig with flavors is a

profitable enterprise. It is a good source of fair return for the proponents as the return to labor is

high as compared to the existing wage rate in the study area.

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Chapter V

Conclusion and Recommendations

This chapter presents the summary of the findings of the study conducted, the

conclusions derived from the findings and the recommendations formulated from the

conclusions drawn.

Recommendations

In view of the findings obtained from this study, the following recommendations are given:

1. To future researchers, they can add other flavors such as buko pandan, mango,

strawberry, etc. to give the consumers a vast variety where they can choose from.

2. In addition to that, they can also add fillings whether the fillings are match with the flavor

or it could be yema - is Spanish for “egg yolk,” and is most likely a reference either to its

golden-yellow appearance or to its composition (traditionally a batter of egg yolks, lime

peel, and sugar) for tupigments to spice up the taste of the product but if you will add

fillings, the ingredients should be healthy to avoid unhealthy products for the consumers.

3. Aside from the product itself, they can be more creative when it comes to packaging or

the physical features of the product to attract more buyers.

4. Having knowledge about what is in demand for the generation will also be a big help for

researchers to know what to do or to improve in the product.

5. Use the actual computed sample population size for the study to be more valid and

reliable.

6. Have a longer time span to conduct the study.

7. Conduct research defends to strengthen the reliability and validity of the study.

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Findings

Based on the result of the study, the following conclusions were drawn:
1. The following statements are proved to be true:

a.) The packaging of the product will surely attract customers.

b.) The innovation of flavors affects the sales of tupig positively.

c.) Incorporating different flavors to tupig is a good idea in starting a business.

d.) Compared to the original version of tupig, tupig that is associated with different

flavors is more ideal to buy and worth it.

e.) By 7 pesos per piece, flavored tupig is reasonably priced. (considering the

innovations of the product -from packaging to its flavors)

f.) The product is reasonably priced.

2. With 84% of respondents answered yes that they are willing to try the researchers'

product, tupigments could be widely accepted and known as one of the best tupig

business in Pangasinan,

3. The researchers concluded that 55% of respondents agreed that compared to the

original version of tupig, tupig that is associated with different flavors is more ideal to buy

and worth it, this product has a creative idea in selling more products to the existing

target market.

4. All respondents originate from a common province, Pangasinan, by stalling a business

here it achieves a 10% growth in sales figures and revenues after 3 years.

5. All respondents were Filipinos, however in the responses, the affiliates of the

respondents shared interests within other kakanins specifically tupig. This implies that

tupig production is a household trend to establish and extend the brand awareness

outside Luzon.

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6. With the positive feedback, the researchers could provide more quality and preferable

products among local people and tourists in Luzon.

7. Therefore, the researchers conclude that the production and distribution of tupig with

different flavors is feasible.

Long Term Plan and Contingency Plans

Tupigments' long-term plan is to be able to sustain the engaging demand of the market

and to still be able to keep up with the fast-changing trend. Tupigments will start improving their

flavors as the trend changes so they will be able to cope up with it. Based on the survey

findings, the top three alternative flavors can be vanilla, strawberry, and buko pandan. The

improvements of flavors, packaging, taste and overall quality will add to their proposal that will

be able to sustain them as time passes by. Tupigments will also distribute not only on nearby

pasalubong shops in Manaoag, Pangasinan but in the entire province of Pangasinan or beyond

the province. Tupigments will also consider to relocate their business to a place where there is

less competitor but still strategic. Establishing a physical store in the succeeding years will also

be considered. Moreover, the researchers will also consider adding products in line with other

rice cakes or Filipino delicacies.

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Appendix A

The Production and Distribution of Tupig with Flavors: Survey Questionnaire

By providing the following information in this form, the respondent certifies that the given

herein is correct, complete and is well-thought. Respondents of this questionnaire are people of

all genders and religion, a consumer that is part of Generation X and Millennials, ages range

from 22-55 yrs. old.

The information provided herein is for reference only and shall be treated as confidential

in compliance with the Data Privacy Act of 2012.

INSTRUCTION: Questions with asterisk (*) is required to be answered. Other questions are

optional.

Email Address: _____________________

Respondent's Name (Pangalan): _____________________

Contact Number: _____________________

Age (Edad): _____________________

Age Group (Grupo ng Edad na Kinabibilangan) *

Note: Mark only one circle.

 Generation X (40-55 yrs. old)

 Generation Y/ Millennials (22-39)

Current Place of Residence (Municipality, City/Province) (Lugar Kung Saan Nakatira) *

__________________________________________

Citizenship (Pagkamamamayan) *

_____________________

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Overseas Filipino Worker (OFW)? (Ikaw ba ay nagtatrabaho sa ibang bansa?) *

Note: Mark only one circle.

 Yes

 No

1. Are you familiar with Tupig — a Filipino Delicacy? *

Note: Mark only one circle.

 Yes

 No

2. Is there a nearby store/stall in your area where you can buy Tupig? *

Note: Mark only one circle.

 Yes

 No

3. Do you prefer Tupig compared to other commercially available products related (e.g.,

other types of kakanin)?

Note: Mark only one circle.

 Yes

 No

4. Have you encountered tupig that has flavor? *

Note: Mark only one circle.

 Yes

 No

5. If you were to decide, what flavor integrated in tupig will you choose to buy? (you can

choose more than 1 answer) *

Note: Check all that apply.

 Purple Yam (Ube)

Estrellas, M. A., Tanawit, M. A. D., Yau, J. L. T. R., Caridad, M. F. R. M., Gargar, A. G., Page 51 of 52
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Kingfisher Senior High School

 Cheese

 Chocolate

 Original Flavored Tupig

If you were to decide to integrate flavors on Tupig, what are those? *

Note: Check all that apply.

 Purple Yam (Ube)

 Cheese

 Chocolate

 Others (please specify on the next part)

6. Continuation: If you were to decide to integrate flavors on Tupig, what are those? (give at

least 3): _______________________________________

7. If you were to buy a tupig, are you willing to try new and improved flavors (ube, cheese,

and chocolate)? *

Note: Mark only one circle.

 Yes

 No

 Maybe

8. Hypothetically speaking: Will you still continue buying the tupig that is integrated with

different flavors knowing that the business just started? *

Note: Mark only one circle.

 Yes

 No

INSTRUCTION: To what extent do you agree with the following statements?

9. The packaging of the product will surely attract customers. *

Note: Mark only one circle.

Estrellas, M. A., Tanawit, M. A. D., Yau, J. L. T. R., Caridad, M. F. R. M., Gargar, A. G., Page 52 of 52
Mendoza, J. L., Paningbatan, P. A. M. P., Rosario, A. F., Tañedo, M. C. T
Kingfisher Senior High School

 Strongly disagree

 Disagree

 Neutral

 Agree

 Strongly agree

10. The innovation of flavors affects the sales of tupig positively. *

Note: Mark only one circle.

 Strongly disagree

 Disagree

 Neutral

 Agree

 Strongly agree

11. Incorporating different flavors to tupig is a good idea in starting a business. *

Note: Mark only one circle.

 Strongly disagree

 Disagree

 Neutral

 Agree

 Strongly agree

12. Compared to the original version of tupig, tupig that is associated with different flavors is

more ideal to buy and worth it. *

Note: Mark only one circle.

 Strongly disagree

 Disagree

 Neutral

 Agree

Estrellas, M. A., Tanawit, M. A. D., Yau, J. L. T. R., Caridad, M. F. R. M., Gargar, A. G., Page 53 of 52
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 Strongly agree

13. By 7 pesos per piece, flavored tupig is reasonably priced. (considering the innovations of

the product - from packaging to its flavors)

Note: Mark only one circle.

 Strongly disagree

 Disagree

 Neutral

 Agree

 Strongly agree

Estrellas, M. A., Tanawit, M. A. D., Yau, J. L. T. R., Caridad, M. F. R. M., Gargar, A. G., Page 54 of 52
Mendoza, J. L., Paningbatan, P. A. M. P., Rosario, A. F., Tañedo, M. C. T