Activated Carbon Study

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Factors Affecting the Marketability of Activated Carbon in Selected Areas of Tagaytay City, Cavite, Philippines...

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Activated Carbon Study

  1. 2. <ul><li>Executive Summary </li></ul><ul><li>Background Information </li></ul><ul><li>Problem Definition </li></ul><ul><li>Approach to the Problem </li></ul><ul><li>Qualities of a Good Research Instrument </li></ul><ul><li>Sampling Design </li></ul><ul><li>Data Processing and Statistical design </li></ul><ul><li>Data Analysis and Interpretation </li></ul><ul><li>Conclusion </li></ul><ul><li>Recommendation </li></ul>
  2. 4. <ul><li>The use of Charcoal as a simple remedy for different health problems was an ancient way at treating many common diseases that afflict humankind dates back in the time of Hippocrates who lived from 460-370 B.C. the use of charcoal in treating diseases is a product of long years of scientific studies. Raymund Hall said that knowledge of charcoals phenomena capacity for adsorption has been around for millennia. </li></ul><ul><li>These activated charcoals have been widely used in preventing and curing serious illnesses. It also serves as detoxifying agent of different organs such as liver, kidney and colon. </li></ul>
  3. 5. <ul><li>Other uses of Activated Charcoals were as follows: </li></ul><ul><ul><li>Adsorbs poisons and chemicals </li></ul></ul><ul><ul><li>Purifies and cleanses impurities in the blood </li></ul></ul><ul><ul><li>Stimulates digestion and improves appetite </li></ul></ul><ul><ul><li>It remove odors </li></ul></ul><ul><ul><li>Relieves Nausea and vomiting </li></ul></ul><ul><ul><li>It relieves rheumatism </li></ul></ul><ul><ul><li>Relieves diseases of the eyes and the ears </li></ul></ul><ul><ul><li>It also relieve coughs and other lung problems </li></ul></ul><ul><ul><li>Relieves pain and aches </li></ul></ul><ul><ul><li>Stops the growth of bacteria </li></ul></ul><ul><ul><li>Lowers body temperature </li></ul></ul>
  4. 6. <ul><li>Strength </li></ul><ul><ul><li>88 out of 200 respondents said that they will buy the activated charcoal capsule once it gets available in the market. It constitutes 44% of the sample size. It only means that there is a liking for the product. </li></ul></ul><ul><li>Weakness </li></ul><ul><ul><li>83% of the respondents or 166 out of the 200 respondent is unaware of the Activated Charcoal. </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>The total targeted population in Tagaytay City is 61,623. </li></ul></ul><ul><ul><li>94% of the respondent has experienced different illnesses in the past 6 months. </li></ul></ul><ul><ul><li>44% of the respondent said that they will buy the product once it gets available in the market. </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>There is a very stiff competition in the market that the product is going to face. There’s a lot of Food Supplement out in the market nowadays. </li></ul></ul><ul><ul><li>91 out of the 200 respondents said that they will only try to use the product. It constitutes 45.5% of the sample size. </li></ul></ul>
  5. 7. <ul><li>Demographic Variables </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><ul><li>The average age of the respondent is 39 years old. </li></ul></ul></ul><ul><ul><ul><li>The average age of the residents in Tagaytay City is 39.03 years old. </li></ul></ul></ul><ul><ul><ul><li>The computed weighted mean of the age of the respondents is 7.03 (See Appendix Table1.1 ) </li></ul></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><ul><li>37% of the respondent is male while the female respondent constitutes 63% of the sample size. </li></ul></ul></ul>
  6. 8. <ul><li>Size of the Family </li></ul><ul><ul><li>61% of the respondents have 4-6 family members. It constitute 122 out of the total sample size, 65 out of the 122 respondent who have 4-6 members in their family is earning Php.6, 000-10,000. </li></ul></ul><ul><ul><li>The respondents constitute an average of 5 members in their family. </li></ul></ul><ul><ul><li>The weighted mean of the number of household member of the respondents is 2.98 (See Appendix Table 1.3 ). </li></ul></ul>
  7. 9. <ul><li>Demographic Profile </li></ul>
  8. 10. <ul><li>A. Problem Definition </li></ul><ul><ul><li>“ The main problem of the research is defining Marketability of Activated Charcoal Capsule to target market in the selected area of Tagaytay City, Cavite.” In line with this, the proponents also found out the problem with the lack of awareness by the target market for the product. </li></ul></ul>
  9. 11. <ul><li>B. Objective of the Research </li></ul><ul><ul><li>The purpose of this research is to determine the marketability of the Activated Charcoal Capsule. Specifically, the proponents intend to identify the factors that may affect consumer’s behavior regarding product preferences. The proponents will also solve the problem regarding the unawareness of the target market for the product. </li></ul></ul>
  10. 12. <ul><li>C. Hypothesis </li></ul><ul><ul><li>H 0 = there is no adequate demand for Activated Charcoal Capsule in Tagaytay City, Cavite. </li></ul></ul><ul><ul><li>H a = there is an adequate demand for Activated Charcoal Capsule in Tagaytay City, Cavite. </li></ul></ul>
  11. 13. <ul><li>This study will be beneficial to the students and instructors in Marketing Research, Strategic Management and Product Management. </li></ul><ul><li>It will serve as future reference for the researchers on the said subjects and most importantly this study will help the proponents decide whether to pursue the idea of launching the product in the market or not. This study will be significant to the launching of the product as it determines the marketability of Activated Charcoal Capsule in Tagaytay City. This will tell whether the product can survive the stiff competition in the market. </li></ul>
  12. 14. <ul><li>The study will focus on determining the marketability of the Activated Charcoal Capsule in Tagaytay City, Defining the benefits and advantages that we can get from using the Activated Charcoal Capsule. Thus, It will be limited only to the output that the respondents from the selected areas in Tagaytay City will provide such as data and information that will come from the interview questionnaires distributed, as well as the information from literatures that will be cited and reviewed. </li></ul>
  13. 15. <ul><li>Survey Questionnaire </li></ul>
  14. 16. <ul><li>The proponents started the research by the month of July 2010. It started with generation of ideas which might be the subject of the research until the proponents have decided to choose Activated Charcoal Capsule. Since the proponents wants to determine the marketability of Activated Charcoal Capsule in Tagaytay, City, they had prepared questionnaire design for the survey. Just by making questionnaire which will uncover the needed information for the research, it takes a long for the proponents in revising and editing the questionnaire. </li></ul>
  15. 17. <ul><li>After making sure that the questionnaires are ready, the proponents immediately started the survey in different barangays of Tagaytay City. It takes a month in doing the survey since the proponents are only available every week ends as they have classes during week days. After completing the survey, the proponents started processing the data which was gathered and analyzed how these information will be useful for the research. The proponents finished the research proposal on October 3, 2010. </li></ul>
  16. 18. <ul><li>On the basis of foregoing concepts, theories, and findings of related literature, studies presented, and information gathered from the respondents, a conceptual model is developed as shown: </li></ul>
  17. 21. <ul><li>The existence of Charcoal as medicine had started in 400 B.C. as Hippocrates and other Egyptians used Charcoals in curing Anthrax, Epilepsy and other serious illnesses. These charcoals were also used as healing agents in curing wounds, cleansing agents of different internal organs such as liver, kidney and the colons as well. After the development of the charcoal activation process, it was also used and proven as antidote for poisons and cure for intestinal disorders. </li></ul>
  18. 22. <ul><li>Dr. Frolkis pointed out that; </li></ul><ul><ul><li>Activated Charcoal decreases the age related increase in the brain sensitivity to drugs and toxins; </li></ul></ul><ul><ul><li>Activated Charcoal normalizes and regulates cholesterol and lipid metabolism; </li></ul></ul><ul><ul><li>Activated Charcoal alleviates allergy, headaches, menstrual pain, diarrhea, sore throat irritation, cold sores, flu-like symptoms and drug overdose; and </li></ul></ul><ul><ul><li>The regular use of Activated Charcoal improves the adaptive functioning of essential organs (liver, kidney and adrenals) that translate into better defense mechanism. </li></ul></ul><ul><ul><ul><li>The most important work of Activated Charcoal in the treatment of diseases is to adsorb chemical substances that are harmful to the body like germs, viruses, toxins, wound secretion and other products of infection. </li></ul></ul></ul>
  19. 23. <ul><li>The existence of Activated Charcoal in the market as pain reliever/antidote was made available after series of studies. In the Philippines, there are several forms of charcoals/carbons used as medicine such as: capsules, tablets, drinks and poultice. Among these, the capsule has been the most common in the market as other manufacturers/brands prefer this form. </li></ul>
  20. 24. <ul><ul><li>The proponents have collected information regarding the common attributes of the potential customers. This information will be used to determine the specific needs of the customers and the best method for communication with the targeted segments. </li></ul></ul>
  21. 25. <ul><ul><li>There is no immediate geographic target for Activated Charcoal Capsule in Tagaytay. The only constraint of the result of the survey is the willingness to buy or at least to try the product. It constitutes 44% of the respondent and the latter is 45.5% which in reality is a good compliment for the research. </li></ul></ul><ul><ul><li>The total targeted population is 61,623. </li></ul></ul>
  22. 26. <ul><li>Demographics </li></ul><ul><ul><li>Both male and female. </li></ul></ul><ul><ul><li>94% of the respondent has experienced illness in the past 6 months. </li></ul></ul><ul><li>Behavior Factors </li></ul><ul><ul><li>The respondents are very cognizant of their health. </li></ul></ul>
  23. 28. <ul><li>“ The main problem of the research is defining Marketability of Activated Charcoal Capsule to target market in the selected area of Tagaytay City, Cavite.” In line with this, the proponents also found out the problem with the lack of awareness by the target market for the product. </li></ul>
  24. 29. <ul><li>The purpose of this research is to determine the marketability of the Activated Charcoal Capsule. Specifically, we intend to identify the factors that may affect consumer’s behavior regarding product preferences. </li></ul>
  25. 30. <ul><li>Importance and Benefits of the Research Objectives </li></ul><ul><li>High levels of user satisfaction translate into positive word of mouth product endorsements. These endorsements influence the purchase outcomes for (1) friend and relatives and (2) business associates. </li></ul><ul><li>Critical incidents, such as product failures, have potential to either undermine existing satisfaction levels or preserve and even increase the resulting levels of product satisfaction and also the marketability of the product. </li></ul><ul><li>This research aims to determine the marketability of the activated charcoal capsule, identify its effect to human body and measuring the customers’ awareness towards it and measuring the customer satisfaction. </li></ul>
  26. 32. <ul><li>Descriptive research is a type of conclusive research which has its major objective is the description of something, usually the market characteristics or functions. </li></ul><ul><ul><li>The proponents use descriptive research design because of the following reasons: </li></ul></ul><ul><ul><ul><li>To describe the characteristics of important group such as consumers or market areas. </li></ul></ul></ul><ul><ul><ul><li>To estimate the percentage of units in a specific population exhibiting a certain behavior. </li></ul></ul></ul><ul><ul><ul><li>To determine the sample size’ perception of product’s characteristics. </li></ul></ul></ul><ul><ul><ul><li>To determine the degree to which marketing variables are associated. </li></ul></ul></ul><ul><ul><ul><li>To make specific predictions. </li></ul></ul></ul>
  27. 33. <ul><li>Exploratory Research is a type of research which is flexible and versatile. It rarely involves structured questionnaires, large samples and probability sampling frames. The proponents must be alert to new ideas and insights as they proceed with the research. Hence, shifting constantly to the newly discovered ideas is a must. </li></ul><ul><li>We will augment our knowledge of activated charcoal capsule by studying different references that discusses information about the product and its benefits. We prepared a structured type of questionnaire for the conveniences of the respondents to come up with the much organize answer. </li></ul>
  28. 35. <ul><li>Population and Sample Size </li></ul><ul><ul><li>Tagaytay City has a total population of 61, 623 with 34 barangay. The proponents have decided to pick 200 respondents from different barangay.   </li></ul></ul><ul><li>Research Instrument </li></ul><ul><ul><li>The proponents used Survey Questionnaire to gather relevant information from the respondents. </li></ul></ul>
  29. 36. <ul><li>Questionnaire Design </li></ul><ul><ul><li>The Questionnaire Design is composed of the Demographic Profile of the respondents and several questions that will uncover necessary information that might be useful for the study. </li></ul></ul><ul><li>  Data Collection </li></ul><ul><ul><li>The proponents chose 10 out of 34 barangays of Tagaytay City to come up with 200 respondents to answer the Survey Questionnaire. </li></ul></ul>
  30. 38. <ul><li>Sampling Design </li></ul><ul><ul><li>The proponents had chosen survey instruments to gather relevant information from the respondents. Questionnaire is filled with respondents’ demographic and personal variables which can be used in analyzing and interpreting data and converting these into information to determine the factors affecting the study, how it affects and its relevance to the study. </li></ul></ul>
  31. 39. <ul><ul><li>As per 2007, National Statistics Office Report, Tagaytay City has a total population of 61, 623 and 34 barangays. The proponents had decided to interview 200 respondents as desired sample size. These 200 respondents are residing in different barangays of Tagaytay City. The group had chosen Asisan, Kaybagal South, Central and North, Patutong Malaki North and South, Sungay East and West and San Jose. These 10 barangay were selected for the following reasons: </li></ul></ul><ul><ul><li>They have the most number of population and; </li></ul></ul><ul><ul><li>These barangays are located in different points of Tagaytay City. </li></ul></ul>
  32. 40. Table below shows the break down and sources of the Sample size. Barangay Population No. of Respondents Asisan 1723 20 Iruhin West 2573 20 Kaybagal Central 4407 20 Kaybagal North 2273 20 Kaybagal South 6345 20 Patutong Malaki North 1413 20 Patutong Malaki South 1799 20 San Jose 3003 20 Sungay East 3830 20 Sungay West 3018 20 Total 28764 200
  33. 42. Table 1.1 Age of Respondent *The average age of our respondents is 39 * The computed weighted mean of the age of the respondents is 7.03 (See Appendix Table 1.1 ) 17 – 21 yrs. old 26 22 – 26 yrs. old 19 27 – 31 yrs. old 17 32 – 36 yrs. old 16 37 – 41 yrs. old 37 42 – 46 yrs. old 25 47 – 51 yrs. old 26 52 – 56 yrs. old 19 57 – 61 yrs. old 7 62 – 66 yrs. old 5 67 – 71 yrs. old 3 Total 200
  34. 43. Table 1.2 – Occupation of Respondent Occupation   Administrative and Staff   Staff 4 Manager 2 Agriculture   Farmer 2 Horticulture and Landscape Design 1 Building and Construction   Contractor 1 Construction worker 2
  35. 44. Business   Bookkeeper 1 Business owner 26 Account Executive 1 Faculty   Teachers 11 Hospitality Management   Chef 2 Canteener 2 Service Crew 3 Manufacturing   Factory Worker 4 Medicine/Health/Life Science   Pharmacist 1
  36. 45. Natural Science and Engineering   Engineer 1 Sales and Marketing   Sales Person 18 Retail Sales 10 Transport Service   Driver 12 Others   Culinary Arts and Personal Service 10 Social work and Public Affairs 19 No Occupation   Housewife 42 Unemployed 12 Student 14
  37. 46.   Table 1.3 – Total Monthly Income The average income of our respondents is 9050. 1,000 – 5,000 46 6,000 – 10,000 104 11,000 – 15,000 31 16,000 – 20,000 9 21,000 – 25,000 5 26,000 – 30,000 1 31,000 – 35,000 1 36,000 – 40,000 1 41,000 – 45,000 0 46,000 – 50,000 2 Total 200
  38. 47. Table 1.4 – Number of Household Members *The weighted mean of the number of household member of the respondents is 2.98 ( See Appendix Table 1.3 ) 1 – 3 members 41 4 – 6 members 122 7 – 9 members 29 10 – 12 8 Total 200
  39. 48. Table 2.1 – No. of Respondents who had illness for the past 6 months Table 2.1 shows that 94% of the respondents had illness for the past 6 months. Yes 188 No 12 Total 200
  40. 49.   Table 2.1a – Illness Minor Illness Cough 73 Flu 117 Headache 74 Others 15 Total 279 Minor Illness Cough 73 Flu 117 Headache 74 Others 15 Total 59
  41. 50.   Table 2.2 – Type of Medication Taken Table 2.2 shows that out of 188 respondents who had illness for the past 6 months, 82.4% of the respondents took self medication while 17.6% of the respondents consulted a doctor . Consult a doctor 33 Self Medication 155 Total 188
  42. 51.   Table 2.3 –Number of Respondents who tried any food supplement Table 2.3 shows that 35.5% of the respondents have tried (are taking) any food supplement , while 64.5% of the respondents haven’t tried any food supplement. No. of Respondents who tried 71 No. of Respondents who haven’t tried 129 Total 200
  43. 52.   Table 2.3a –Number of Respondents taking Vitamins Table 2.3a shows that 57.5% of the respondents have tried (are taking) Vitamins, while 42.5% of the respondents haven’t tried any Vitamins. No. of Respondents who tried 115 No. of Respondents who haven’t tried 85 Total 200
  44. 53. Ta ble 2.3b – Effectiveness of Food Supplement Respondents have tried *Table 2.3b shows that out of 188 respondents , 40.4% of the respondents strongly agreed with the effectiveness of food supplement they have tried , 45.2% of the respondents agreed with the effectiveness of food supplement they have tried and 14.4% of the respondents answered that they wer e neither agree nor disagree with the effectiveness of food supplement they have tried. *The computed weighted mean is 4.25. (See Appendix Table 1.4 ) No. of Respondents Percentage (5) Strongly Agree 28 39.44% (4) Agree 33 46.48% (3) Neither Agree nor Disagree 10 14.08% (2) Disagree 0 - (1) Strongly Disagree 0 - Total 71 100
  45. 54. Table 2.3c – Respondents preferred form of Food Supplement Table 2.3c shows that 66.5% of the respondents preferred a Capsule form of food supplement, 53.5% of the respondents preferred a table form of food supplement, and 22.5% of the respondents preferred a tea form of food supplement. Capsule 133 Tablet 107 Tea 45 Others 17
  46. 55. Table 2.4 – Factors considered by the Respondents in trying/buying food supplement Table 2.4 shows that 87.5% of the Respondents are considering the effectiveness of the food supplement in buying, 66.5% of the Respondents were affected by the Advertisement , 59% of the respondents were being i nfluenced by friends and/or relatives in buying food supplement. Factors No. of Respondents Percentage Effectiveness 175 87.5% Advertisement 133 66.5% Influence/Advice 118 59% Features/Benefits 66 33% Price 60 30% Lifestyle 30 15% Clinical Study 18 9%
  47. 56. Table 2.4a – Content of Advertisement that affect the Buying Behavior of the Respondents Table 2.4a shows that 69.5% of the Respondents were considering the advertising message of the food supplements/vitamins’ advertisement, 19.5% of the Respondents were being affected by the benefits they can get and 16.5% were being encouraged by the use of models of the advertisement. Advertising Message 139 Benefits they can get 39 Use of Models 33 Total 211
  48. 57. Table 2.5 – Respondents preferred distribution channel *Table 2.5 shows that 72% of the respondents preferred to buy food supplement in drugstores/boutiques , 25% of the respondents preferred to buy food supplement from agents/distributors , and 3% of the respondents preferred to buy food supplement in Supermarkets . *The computed weighted mean is 2.22 (See Appendix Table 1.5 ) Agents/Distributors 50 Drugstore/Boutiques 144 Supermarkets 6 Total 200
  49. 58. Table 2.6 – Respondents’ Brand loyalty Table 2.6 shows that 66% of the respondents do not exercise brand loyalty , while 34% of the respondents exercise brand loyalty. Yes 68 No 132 Total 200 Yes 68
  50. 59.   Table 2.6a – Respondents’ Brand Conscious Table 2.6a shows that 70.5% of the respondents are not brand conscious , while 29.5% of the respondents are brand conscious. Yes 59 No 141 Total 200 Yes 59
  51. 60.   Table 2.7 – Consideration of Respondents’ Health Status in buying decision for curing illness. *Table 2.7 shows that 62.5% of the respondents strongly agreed in considering their health status in buying decision for curing their illness.   *The computed weighted mean is 4.55 (See Appendix Table 1.6 ) (5) Strongly Agree 125 62.5% (4) Agree 61 30.5% (3) Neither Agree nor Disagree 14 7% (2) Disagree - - (1) Strongly Disagree - - Total 200 100%
  52. 61.   Table 2.8 – Respondents awareness of Activated Charcoal *Table 2.8 shows that 17% of the respondents are aware of the Activated Charcoal. Aware 34 Unaware 166 Total 200
  53. 62.   Table 2.8a – Amount Respondents willing to spend for Activated Charcoal Table 2.8a shows that 38% of the respondents are willing to spend an amount not exceeding 100 pesos for Activated Charcoal. *The computed weighted mean is 3.01 (See Appendix Table 1.7 ) Amount No. of Respondents Percentage Below 100 76 38% 100 – 300 70 35% 300 – 500 34 17% 500 and above 20 10% Total 200 100%
  54. 63.   Table 2.9 – Respondents’ Action towards Activated Charcoal *Table 2.9 shows that 8% of the respondents will definitely buy activated charcoal. *The computed weighted mean is 3.58 (See Appendix Table 1.8 ) Will definitely buy 16 8% Will buy 88 44% Will try 91 45.5% Will not try 3 1.5% Will not buy 2 1& Will definitely not buy - - Total 200 100%
  55. 64. No. Household members Income 1 – 3 members 4 – 6 members 7 – 9 members 10 – 12 members Total 1,000 – 5,000 10 31 3 2 46 6,000 – 10,000 22 65 13 4 104 11,000 – 15,000 6 18 5 2 31 16,000 – 20,000 1 3 5 - 9 21,000 – 25,000 1 3 1 - 5 26,000 – 30,000 1 - - - 1 31,000 – 35,000 - - 1 - 1 36,000 – 40,000 - - 1 - 1 41,000 – 45,000 - - - - 0 46,000 – 50,000 - 2 - - 2 Total 41 122 29 8 200
  56. 65. Budget for A.C Income Below 100 100 - 300 300 - 500 500 and above Total 1,000 – 5,000 31 14 1 - 46 6,000 – 10,000 27 46 23 8 104 11,000 – 15,000 10 8 6 8 31 16,000 – 20,000 4 1 1 2 9 21,000 – 25,000 2 1 1 1 5 26,000 – 30,000 - 1 - - 1 31,000 – 35,000 - - 1 - 1 36,000 – 40,000 1 - - - 1 41,000 – 45,000 - - - - 0 46,000 – 50,000 - 2 - - 2 Total 75 73 33 19 200
  57. 66. Effectiveness Food Supplement Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree Total Vita Plus 15 18 1 - 7 41 Circulan 1 1 - - - 2 Sambong - 1 - - - 1 High Dessert 1 - 1 - - 2 Arthricin - 1 - - - 1 Taheebo 2 2 - - - 4 Alive 3 7 1 - - 11 Intra - 1 - - - 1 CMD - 4 - - - 4 Bio enzyme - 3 - - - 3 OMX 1 - - - - 1 Total 23 38 3 - 7 71
  58. 67. Effective- ness Vitamins Strongly agree Agree Neither agree nor Disagree Disagree Strongly Disagree Total Enervon 11 15 2 - - 28 Revicon 4 3 - - - 7 Fern- C 12 12 - - - 24 Centrum 30 18 - - - 48 Ascorbic Acid 7 13 1 - - 21 Ceelin 1 2 - - - 3 Poten C 3 2 1 - 1 7 B Complex 1 1 - - - 2 Calcium 2 2 - - - 4 Total 71 68 4 - 1 144
  59. 68. Action Income Will definitely buy Will buy Will try Will not buy Will definitely not buy Total P1,000 – 5,000 1 9 33 3 - 46 P6,000 – 10,000 6 61 36 1 - 104 P11,000 – 15,000 4 16 11 - - 31 P16,000 – 20,000 1 1 7 - - 9 P21,000 – 25,000 1 1 3 - - 5 P26,000 – 30,000 - - 1 - - 1 P31,000 – 35,000 1 - - - - 1 P36,000 – 40,000 1 - - - - 1 P41,000 – 45,000 - - - 1 - 1 P46,000 – 50,000 1 - - - - 1 Total 16 88 91 5 - 200
  60. 70. <ul><li>Using the weighted mean, here are the analyses summed from the responses of the respondents. The total monthly income with the highest frequency falls between the range of P6, 000 t0 P10, 000 as reported by 104 or 53.42% of the respondents followed by the range of P5, 000 and below reported by 46 or 26.25% of the respondents, followed by the range of P11, 000 to P15, 000 as reported by 31 or 14.15% of the respondents. </li></ul>
  61. 71. <ul><li>The total monthly income with less frequency are those which fall between P21,000 to P25,000 as reported by 5 or 1.7% of the respondents and followed by the range of P16,000 to P20,000 monthly income as reported by 9 or 3.5% of the respondents. However, the total monthly income with the least frequency were those who earn between P26,000 to P30,000, P31,000 to P35,000, P36,000 to P40,000, P41,000 to P45,000, P46,000 to P50,000 which constitute 1 respondent each. </li></ul>
  62. 72. <ul><li>All the factors were stated by the respondents as influential factor including Effectiveness of the product, Advertisements, Influence/Advice, Features and benefits, Price, Lifestyle and Clinical Study. Among these factors, the top three which has the large number of frequency are the Effectiveness which has the highest frequency as preferred by 175 or 87.5% of the respondents, followed by Advertisements as preferred by 133 or 66.5% of the respondents, and Influence/Advice which constitute 118 of the respondents or 59%. </li></ul>
  63. 73. <ul><li>The respondents’ action with the highest frequency is the “Will buy A.C” having 49.23 % or 88 out of 200 respondents, followed by those who “Will try” having 38.18 % or 91 out of 200 respondents, followed by those who “Will definitely buy” having 11.19 % or 16 out of 200 respondents. On the other hand, only 1.4% or 5 out of 200 respondents said that they “Will not buy Activated Charcoal”. </li></ul>
  64. 75. <ul><li>The findings of this study concluded that 49.29 % or 88 out of 200 respondents claimed that they will buy Activated Carbon, while 38.18 % or 91 out of 200 respondents claimed that they will try Activated Carbon. As to factors affecting/influencing the respondents’ decision-making and buying or trying food supplements, it was found out that Effectiveness is the respondents’ main basis as it was figured out by 87.5% or 175 out of the 200 respondents, followed by Advertisements as influencing factor as being figured out by 66.5% or 133 out of 200 respondents and followed by Influence/Advice as influencing factors figured out by 59% or 118 out of 200 respondents. The findings of the study also include that 53.42% of these potential markets are those whose family monthly income are ranging from P6, 000 – P10, 000 and 61% of the total respondents belong to family group whose members are ranging from 4 – 6 households each. </li></ul>
  65. 76. <ul><li>As to amount allotted by the respondents in purchasing the product, 50.50 % or 76 out of 200 respondents are willing to spend around P100 and below, followed by 34.88 % or 70 out of 200 respondents are willing to spend around P100 – P300 and followed by 11.30 % or 34 out of 200 respondents are willing to spend P300 – P500 in purchasing activated carbon. And as to preferred distribution channel, 64.86 % out of 200 respondents claimed that they do purchase food supplements in drugstores or boutiques and 33.79 % or 50 out of 200 respondents claimed that they obtain food supplements through Agents/Distributors, however only 1.35 % claimed that they obtain food supplement in supermarkets. </li></ul>
  66. 78. <ul><li>In view of the conclusions drawn, it is recommended that the proponents should pursue the idea of launching the Activated Charcoal Capsule in Tagaytay City. </li></ul>
  67. 79. <ul><li>In product launching, the proponents suggest that the launching should come with different strategies that will help the product survive the stiff competition in the industry such as Market Development Strategy, Full Market Coverage Strategy and Market Penetration Strategy. Market Development Strategy is the selling or offering of the company’s product to the market. In Market Development, the company will focus their market coverage in Tagaytay City as what has been planned from the very beginning of this research. As the proponents have found out in the research, there is really a liking for the product in Tagaytay City. </li></ul>
  68. 80. <ul><li>The Full Market Coverage strategy allows a certain business to serve all types of possible market. This strategy can be done through either mass-market strategy or differentiated strategy. In the application of this strategy, the business will not focus only in one segment of the market but to all possible potential market in terms of age, income and others. Instead of satisfying the needs of one particular segment of the market, the business must prepare a promotional mix that will fit to all types of potential market which is composed of the residence of Tagaytay City, Cavite. </li></ul>
  69. 81. <ul><li>Market Penetration Strategy is where the company tries to sell more of its present product to its present market. Supporting Tactics will include greater spending on advertising and promotion of the product or might as well personal selling. Through market penetration, the business will offer its product to its market. To penetrate the market, the company will improve more on advertising and promotional activities such as print ads and a good public relation. </li></ul>
  70. 82. Age x f fx 17-21 11 26 286 22-26 10 19 190 27-31 9 17 153 32-36 8 16 128 37-41 7 37 259 42-46 6 25 150 47-51 5 26 130 52-56 4 19 76 57-61 3 7 21 62-66 2 5 10 67-71 1 3 3 200 Summation of fx= 1406
  71. 83. Income x f fx 1,000 – 5,000 10 46 460 6,000 – 10,000 9 104 936 11,000 – 15,000 8 31 248 16,000 – 20,000 7 9 63 21,000 – 25,000 6 5 30 26,000 – 30,000 5 1 5 31,000 – 35,000 4 1 4 36,000 – 40,000 3 1 3 41,000 – 45,000 2 1 2 46,000 – 50,000 1 1 1 200 Summation of fx= 1752
  72. 84. Household member X f fx 1-3 4 41 164 4-6 3 122 366 7-9 2 29 58 10-12 1 8 8 200 Summation of fx = 596
  73. 85. X f fx Strongly agree 5 28 140 Agree 4 33 132 Neither Agree nor disagree 3 10 30 Disagree 2 0 0 Strongly Disagree 1 0 0 71 Summation of fx = 302
  74. 86. Distribution channel x f fx Agents/ Distributors 3 50 150 Drugstore/ boutiques 2 144 288 Supermarkets 1 6 6 200 Summation of fx = 444
  75. 87. x f fx Strongly agree 5 125 625 Agree 4 61 244 Neither Agree nor disagree 3 14 42 Disagree 2 0 0 Strongly Disagree 1 0 0 200 Summation of fx = 911
  76. 88. Amount X f fx below P100 4 76 304 P101-300 3 70 210 P301-500 2 34 68 501-700 1 20 20 200 Summation of fx = 602
  77. 89. x f fx Will definitely buy 5 16 80 Will buy 4 88 352 Will try 3 91 273 Will not buy 2 5 10 Will definitely not buy 1 0 0 200 Summation of fx = 715
  78. 90. <ul><li>Gimeno, Jandel </li></ul><ul><li>Hermoso, Alvin </li></ul><ul><li>Hernandez, Aren </li></ul><ul><li>Javier, Jellaine </li></ul><ul><li>Layon, Claris </li></ul>

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