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Sample acceptability study
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Market Acceptability ofSweet Potaro-Malunggay Cupcake 1
CHAPTER 1
INTRODUCTION OF THE STUDY
As of today we are noticing that most of the individuals do not involve
themselves eating vegetables frequently for many reasons regardless whether these
are valid or not based on their recommended diet. Some are eating various
vegetables but usually depends on the taste these vegetables are in favor of the
consumers’ appetite preference. Most of the individuals that belong to early stage of
their lives are the probable persons who are not entice to eat vegetables. According
to “Science Daily (Dec. 1, 2011) — There's an existential crisis that often happens at
dinner tables across the country: why won't kids eat their vegetables? Research has
found that one of the reasons could be sensitivity to bitterness, fairly common among
children -- about 70 percent have it” found on (www.google.com/2009).
Children’s appetite leads them to eat foods that are basically not fitted on
their “Daily Recommended Diet.” It is one of the problems, many parents are
encountering nowadays.
Same with other individuals who belong on the upper age bracket who are not
basically making vegetables as a part of their meals as usual, the reasons could be
lack of time cooking healthy cuisines, amount of costs forgo to buy veggies where
some are costly and even being uneducated with the health benefits that the
individuals could get out of eating vegetables. (www.google.com/2011)
The researchers vested the interest on conducting a study for a specific
alternative with presence of attracting the children in relation to their taste and
preferences and looking for strategy to help the adult to find healthy food that
considers convenience, low cost but the product has infused with healthy ingredients
for increasing health benefits. This come up with a study on how to promote a
product out of combined vegetables as the main ingredients that will meet the
Market Acceptability ofSweet Potaro-Malunggay Cupcake 2
satisfaction of young aged people and above childhood aged people. Subsequently,
the study will also consider the acceptability the taste of vegetable like Sweet Potato
and Malunggay or also known as Miracle Vegetable, turns into cupcake. This study is
made to help the parents in promoting healthy eating habit.
Based on a study, almost 80 percent of the teenagers do not include
vegetable on their daily meals causing insufficient absorption nutrients needed by
the body. This study will encourage them to eat vegetable frequently. This will also
show if the palatability of Sweet Potato Malunggay cupcake will be accepted
according to the different preferences of young aged people and aged onwards. This
study is also a way of educating the teenagers and adult with the importance and
benefits of the selected vegetables for them to accept and enjoy the natural taste
plus the savory flavor of leche flan.
BACKGROUND OF THE STUDY
Cupcakes are mini cakes frequently baked in a small, thin paper or aluminum
cup. It is mostly made of wheat flour infused with organic ingredients like native
fruits, grains, nuts, herbs and vegetables like malunggay. “Cupcakes have become a
pop culture trend in the culinary world. They have spawned dozens of bakeries
devoted entirely to them. While chocolate and vanilla remain classic favorites, fancy
flavors such as raspberry meringue and espresso fudge can be found on menus.
There are cookbooks, blogs, and magazines specifically dedicated to cupcakes.”
(ml.jou.ufl.edu/2009). Flour is a product made from grain that has been ground to a
powdery consistency. Commonly available flours are made from rye, barley, maize,
and other grains, but wheat flour is most commonly used for cupcakes.
Due to higher cost of wheat the researchers found interesting an organic plant
that could give higher content of starch. The process needed for making sweet
Market Acceptability ofSweet Potaro-Malunggay Cupcake 3
potato flour is made easy than the process of making wheat flour. Sweet potato
locally known as “kamote” is commonly planted in flat to slightly rolling open areas.
The crop is also known to be a cheap but excellent source of carbohydrates, vitamin
A, carotene, calcium, and phosphorus. “Purple Sweet Potatoes have high contents of
anthocyanin, which is a pigment that presents the purple color in the vegetable. The
pigment can produce red, blue and purple colors depending on the source's chemical
structure, such as in foods like blueberries, red grapes and red cabbage. She said
anthocyanins have been epidemiologically associated with a reduced cancer risk, but
the anti-cancer ability of the purple sweet potato has not been well investigated.”
According to the study of SoYoung Lim, a student of Kansas State with her associate
Prof. George Wang posted in (www.sciencedaily.com/2011).
A versatile crop, sweet potato has multifarious uses. It is not only grown as a food
substitute for rice and corn but also as a potential source of raw materials for
industrial uses and food delicacies. Sweet potato is being processes into feeds, flour,
starch, and pectin for local and export markets. Same with Malunggay leaves of
which, was once considered a "poor man's vegetables" but now it is known as a
"miracle tree" or "nature's medicine cabinet". “ Moringa oleifera is currently being
promoted as a means to combat malnutrition. The leaves contain all essential amino
acids and are rich in protein, vitamin A, vitamin B and Vitamin C, and minerals. There
is no doubt that the pure Moringa Oleifera Tree leaf is the source of incredible health
benefits. It's the ultimate, natural, organic, energy and endurance health
supplement” posted in (www.lifeshine.blogspot.com/2009). Tender malunggay leaves
also reduce phlegm and are administered internally for scurvy and catarrhal
conditions. Another main ingredient of the product that can be cultivated and
supplied easily because this is not much susceptible compared to other plants.
RATIONALE OF THE STUDY
Market Acceptability ofSweet Potaro-Malunggay Cupcake 4
Respondents’ ages 7 and above are having difficulties on their consistency in
promoting healthy eating habit. This come up with a study to help the parents
including the said age bracket persons to find food that will be accepted combining
the taste of the vegetables like Malunggay and Sweet Potato same with the adult for
them to look for a product that will be ideal on their desired health benefits. We also
made this study to know whether the acceptability of Sweet Potato Malunggay
cupcake by the people ages 7 and above will have a big impact to the value of the
two vegetable
CONCEPTUAL/THEORETICAL FRAMEWORK
Title: Manufacturing of Sweet potato Malunggay cupcake
INPUT PROCESS
STATEMENT OF THE PROBLEM
“MARKET ACCEPTABILITY
OF SWEET POTATO
MALUNGGAY CUPCAKE”
TARGET MARKET AGE LIMIT GENDER CURRENT STATUS AMOUNT THAT IS
WILLING TO GIVE UP TO PURCHASE THE SAID PRODUCT
SAMPLE POPULATION PROBLEMS OF THE
CORRESPONDENCE
RESEARCH DESIGN ANDMETHODS
CONDUCTING INTERVIEW
SURVEY
DEGREE OF ACCEPTABILITY IN THE MARKET
RESEARCH DESIGN ANDMETHODS
PROBLEM AND SOLUTION
Market Acceptability ofSweet Potaro-Malunggay Cupcake 5
This is a study of the market acceptability of Sweet Potato Malunggay
cupcakes to the residence of the first district of Laguna with a limited age bracket of
7and above.
Specifically it answers the following questions:
1. What is the demographic profile of the respondents in terms of the:
a. Gender c. Educational Background
b. Age d. location
2. What are the preferences of the respondents toward the proposed product
in the aspects of:
a. Taste c. Packaging
b. Price
3. What are the respondent's preferences in terms of the following :
a. Willingness to buy
b. Frequency of consumption
4. What are the ways to promote the product?
Objectives:
To determine the market acceptability of the proposed product, the Sweet
Potato-Malunggay Cupcake.
To give another possible opportunity for those interested Filipinos
encouraging them to participate on the business industry.
To present the product as an attractive commodity in the market and in this
way the product may be as competitive as the other cupcakes.
SIGNIFICANCE OF THE STUDY:
Market Acceptability ofSweet Potaro-Malunggay Cupcake 6
This study will be a significant endeavor in promoting “SWEET POTATO
MALUNGGAY CUPCAKE” in the first district of Laguna. Considering that the main
ingredients of the said product are significant sources of required nutrients needed
by individuals. The researchers made study and analysis about the product to
determine the impact of the taste and preferences of young aged people and adult in
relation the process of promoting malunggay and sweet potato as the main
ingredients in making cupcake, which both are playing crucial niche in providing
multi-nutrients. This study will be beneficial to the target market aside from the
nutria-facts the product is made into fancy-like cupcake with leche flan some filling
inside. The researchers also include the factor of attraction through considering the
product’s appeal to the target markets appetite.
To the manufacturers and other business industries, the study will be helpful
to maintain good quality concerns in producing the products and provide healthy
food that if will be accepted is good for the promotion increasing priority of quality
demanded by the target market.
Moreover, the study will be helpful to the individuals belong to the upper age
bracket other than 7-16 years old in solving the main problem about the involvement
of the young aged people on unhealthy eating habit. Thus, study will educate the
target audience and the willing readers through citing different studies conducted by
the local and foreign researchers about the main ingredients of the product. The
benefits and importance of how the researches provide a compiled analysis on the
details to come up with another product and how this product will be chosen as one
of the preferable and acceptable existing product through the point of view of the
target correspondence.
To the government, the study will provide significant endeavor for promoting
healthy food required on the daily recommended diet by human body system. And
Market Acceptability ofSweet Potaro-Malunggay Cupcake 7
the study will also be helpful for establishing public programs introducing natural
healthy mode of dieting.
To the future researchers, this study will challenge and encourage providing
another innovative output to uphold the value of natural resources that may enrich
the wealth of human primitively the essentials that may bring to the body systems
and the required nutrients on the daily diet. This idea will help the future researcher
to prolong the motivation of discovering products that may gradually replace the
harmful factors of unhealthy diet requirements.
Throughout the study and analysis using the specimen in conducting and
bench marking with the other local and foreign researches, the researchers were
provided a greater proof that would stand for the validity of these vegetables as
effective final ingredients of the newly innovated cupcake. These vegetables are
versatile, such that these make an ordinary food a source of multi-nutrients needed
by human’s body system.
This study was conducted because the researchers want to know the
acceptability of cupcake made from sweet potato, malunggay extract with leche flan
fillings in the market with regards to its taste and preferences of the target market.
HYPOTHESIS/ASSUMPTIONS:
Ho: There is no market of Sweet Potato Malunggay Cupcake in the 1st
District of Laguna.
Ha: There is a market of Sweet Potato Malunggay Cupcake in the 1st
District of Laguna.
SCOPE AND DELIMITATION:
Market Acceptability ofSweet Potaro-Malunggay Cupcake 8
The researchers made the study and analysis about cupcake made from
sweet potato and malunggay extract with leche flan filling to determine the impact of
the taste and preferences of young ones and adult in relation to the acceptability of
the manufacturing of malunggay and sweet potato, which both are playing crucial
niche on providing multi-nutrients.
The selection of respondents are only limited to town residents, specifically,
people living in the First district of Laguna. The survey is conducted only to the target
respondents with an age ranging from 7 to 45 years old. This age bracket are about
to be divided into four classes with an interval of ten. This is done through interviews
and giving the same questionnaires to the target respondents in accordance with the
established objective of the study. There are possibilities that interviews are
unacceptable without considering the terms used in communication, in spite of this,
the researchers used terms conforming to the range of age given above. The
researchers may also have an oral communication to make surveys legible to the
proponents.
The researchers aim to include the factor of attraction through considering the
product’s appeal so that it will be acceptable and preferable to the target markets
appetite.
DEFINITION OF TERMS
Market Acceptability ofSweet Potaro-Malunggay Cupcake 9
For better comprehension these are terms used in the study including the
meaning of each given below:
Appetite- It is an instinctive physical desire, especially one for food or drink.
Aluminum cups - these are baking cups that hold the cupcakes’ shape
like miniature baking dishes so you do not need a specialty pan for
your muffins or cupcakes.
Malunggay - is a plant in the Moringaceae family. The scientific name is
Morina Oleifera Lam. It is also known as horseradish tree, drool and
drumstick tree. The tree is hearty and grows easily in the wild and
backyard gardens. Commonly used as an ingredient in Filipino foods,
the tree is also found in Africa, India, and other parts of Asia.
Moringa oleifera – it is the scientific name of Malunggay.
Sweet potato - locally known as “kamote” is commonly planted in flat
to slightly rolling open areas. The crop is also known to be a cheap but
excellent source of carbohydrates, vitamin A, carotene, calcium, and
phosphorus.
Anthocyanin -any of a class of water-soluble pigments that give flowers
thecolors ranging from red to blue.
Cupcake - "A light Cake to bake in small cups.
Half a pound sugar, half a pound butter, rubbed into two pounds flour,
one glass wine, one do. [glass] Rosewater, two do.[glass] Emptins, a
nutmeg, cinnamon and currants."
---American Cookery, Amelia Simmons, 2nd edition (p. 48)
CHAPTER 2
Market Acceptability ofSweet Potaro-Malunggay Cupcake 10
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter consists of information culled from studies and literature, both
local and foreign, from which this particular study is premised. This will certainly
help in giving the reader a better understanding of the scope of the research to be
conducted specifically the important role of the product which consists of Malunggay
and Sweet Potato in making cupcakes.
This chapter also includes further information in terms of the equipments and
processes used in making cupcakes.
Local Literature:
Review of related literature of Malunggay
Unknowingly, the Third World War has already started. But most people hardly
notice the battle as the enemy is stealthy creeping individuals, mostly children from
less developed countries. The unseen adversary is malnutrition.
In the Philippines, the number of undernourished people reported in 2003 was
15.2 million. That was 18 percent of the total population of the country at that time.
The number has grown since then.
The solution to the problem of hunger and malnutrition lies in production of
Moringa oleifera, more popularly known as malunggay.
The “miracle vegetable,“ as some scientists called it, has been promoted by
no less than the World Health Organization (WHO) as a low-cost health enhancer in
poor countries around the globe. The “natural nutrition for the tropics“is how the
Florida-based Education Concerns for Hunger Organization described malunggay
Market Acceptability ofSweet Potaro-Malunggay Cupcake 11
(http://www.mb.com.ph/articles/266414/malunggay-the-plant-all-
seasons.2010/06/12)
Uses Of Malunggay - Moringa Oleifera or Malunggay as Human Food
All Moringa food products have a very high nutritional value. You can eat the
leaves, especially young shoots, young pods, flowers, roots, and in some species
even the bark. Leaves are low in fats and carbohydrates and rich in minerals, iron
and vitamin B. It is particularly useful as a human food because the leaves appear
towards the end of the dry season when few other sources of green leafy vegetables
are available. The leaves of malunggay are emphasized because these will be
needed in making the newly innovated product.
Since Filipinos love to eat snacks in between meals or merienda throughout
the day, Jean Ferrer, special project executive at MLGS Herbal Products, said: “It is
time malunggay-fortified snacks and pancit bihon to become a staple snack of
Filipinos.”( http://loqal.ph/food-and-beverage/2010/09/07/the-humble-malunggay-is-
now-a-nutritious-snack/)
Malunggay can be solution to our problems
Seeing the importance of malunggay, Senator Loren Legarda pushed for the
production, processing, marketing, and distribution of the plant in all suitable areas
of the country to maximize the benefits of the exceptionally nutritious and productive
but underutilized tropical crop.
Legarda filed Senate Bill No. 1349 to task the Department of Agriculture, in
consultation with the Department of Trade and Industry, Department of Environment
and Natural Resources, farmer’s groups, local government units, and the private
sector, to formulate a five-year framework for developing malunggay for food,
medicinal, health, and commercial
Market Acceptability ofSweet Potaro-Malunggay Cupcake 12
needs. .”(http://loqal.ph/food-and-beverage/2010/09/07/the-humble-malunggay-is-
now-a-nutritious-snack/
Review of related Literature of Sweet Potato
Sweet potato, not only is just sweet to your taste buds but also good for your
cardiovascular health. This starchy root vegetable is rich source of flavonoid anti-
oxidants, vitamins, minerals, and dietary fiber that are essential for optimal
health.Botanically, this tuber belongs to the family of Convolvulaceae, and named
botanically as Ipomoea batatas. It is grown throughout the tropical and warm
temperate regions. The crop requires just sufficient water and attention for their
cultivation. The tuberous root has oblong/elongated shape with tapering ends and
has smooth outer skin whose color ranges from red, purple, brown, and white,
depending up on the variety.
Health benefits of Sweet potato
Nutritious sweet potatoes are low in calories (provide just 90 cal/100 g, on
comparison with starch rich cereals) and contains no saturated fats and
cholesterol; but are rich source of dietary fiber, anti-oxidants, vitamins and
minerals.
They are storehouse of starch, a complex carbohydrate, which raises the
blood sugar levels slowly on comparison to simple sugars; therefore,
recommended as a healthy food supplement even in diabetes.
They are excellent source of flavonoids like beta-carotene and vitamin
A (provides 14187 IU of vitamin A and 8509 mcg of β-carotene). The value is
one of the highest among root vegetables category.These compounds
are powerful natural antioxidants. Vitamin A is also required by the body
Market Acceptability ofSweet Potaro-Malunggay Cupcake 13
to maintain integrity of healthy mucus membranes and skin. It is also vital
nutrient for vision. Consumption of natural vegetables and fruits rich in
flavonoids helps to protect from lung and oral cavity cancers.
The tubers are packed with many essential vitamins such as pantothenic acid
(vitamin B5), pyridoxine (vitamin B-6) and thiamin (vitamin B-1), niacin, and
riboflavin. These vitamins are essential in the sense that body requires them
from external sources to replenish. These vitamins function as co-factors for
various enzymes during metabolism.
They also contain good amounts of minerals like iron, calcium, magnesium,
manganese, and potassium that are very essential for body metabolism
Since 1977, Philrootcrops has generated and disseminated root crop
technologies and information that have helped improve the livelihood of root
crop growers, processors, and entrepreneurs nationwide. Among its diversified
range of products developed from root crops include chips, starch, flour, and
grates.
"Root crops are good sources of soluble dietary fiber that actively lowers
cholesterol in the body and also prevents tumor formation in the colon," said
Dr. Trinidad P. Trinidad, Scientist II of the Food and Nutrition Research
Institute (FNRI), in a symposium held at the university on the innate
nutritional benefits of root crop consumption, primarily for the prevention of
chronic diseases like cardiovascular disease, cancer, chronic respiratory
disease, and diabetes.
In 2002, the World Health Organization (WHO) reported that chronic diseases
accounted for 57% of all deaths in the Philippines . Moreover, the prevalence
of obesity and being overweight, two of the leading causes of these diseases,
is expected to increase in both men and women in the next 10 years.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 14
Trinidad said that at least 80% of premature heart disease, stroke, and type 2
diabetes, as well as 40% of cancer could be prevented through a healthy diet
that incorporates root crops, regular physical activity, and the avoidance of
tobacco products
"Kamote and cassava are both high in calcium, which is essential for bone
growth and development," said Trinidad . "Gabi is high in iron, which helps
increase body resistance to infection; and zinc, which is important for
development and enzyme functions. Meanwhile, ube rates high in tannic acid,
which has anti-bacterial, anti-enzymatic, and astringent properties."
“The trouble with most root crops is that these are not sexy and popular food
for those living in urban areas. Take the case of gabi and kamote, young
people would rather eat hamburger, chips and ice cream,” Trade and Industry
Secretary Jesli A. Lapus said. “These are not sexy food but these can help you
become healthy and sexy.”
Commercialism and fast food has skewed consumers towards junk food,
Secretary Lapus said. “But we hope that proper education on nutrition will
make the population increase the intake the rootcrops.”
“People come to realize the benefits of consuming rootcrops when disease
and poor health has already settled in their body system but it’s too late,”
Secretary Lapus. “Whether it is a change of lifestyle or a change of eating
habits, a new industry is developing as consumers realize the need to eat
healthy.”( http://www.dti.gov.ph/dti/index.php?
p=154&type=2&sec=5&aid=385.2010)
Review of related Literature of Cupcakes
‘Malunggay muffins’ served Thursday at Quirino anniversary
By CEASAR M. PERANTE
Market Acceptability ofSweet Potaro-Malunggay Cupcake 15
September 9, 2009, 8:00pm
CABARROGUIS, Quirino — An enterprising housewife
has prepared moringa muffin — which is said to be the official snack for the
celebration Thursday of the 38th founding anniversary of this province.
Hilda Arrojo, resident of this capital town who loves to bake, was commissioned by
the provincial tourism office to bake thousands of the malunggay-based muffin as
snack for thousands of festival participants.
Her product had earlier won for her daughter the grand price at a cooking competion
in school.“Last July when my daughter’s teachers asked me to assist them come up
with a simple recipe that is malunggay-based for their cooking contest during the
Nutrition Month celebration, steamed muffin (puto) came to my mind,” said Arrojo.(
http://bellybites.wordpress.com/2009/09/26/moringa-malunggay-cupcakes/)
Seaweed-durian cupcake, a healthy ‘baon’ for school
Posted on May 28th, 2010
A healthier cupcake makes for a great alternative ‘baon’ is the product of the
research project by a group of people from the Southern Philippines Agribusiness and
Marine and Aquatic School of Technology (SPAMAST) in Digos City, Davao del Norte.
The cupcake made from seaweed and durian, which is just in time for the
school opening, was made through the collaborative efforts of Arlyn Omboy, Graciela
Caballero, Milagros Subaldo, Dr. Nila Nanette Revilla and Dr. Delia Grace Bacaltos, all
from the SPAMAST. The seaweed-durian cupcake was their entry to the 2010 Aquatic
Technology Competition and Marketplace (ATCOM), wherein there were one of the
Market Acceptability ofSweet Potaro-Malunggay Cupcake 16
finalists.The contest (ATCOM) was sponsored by the Los Baños-based Department of
Science and Technology-Philippine Council for Aquatic and Marine Research and
Development (DOST-PCAMRD).(http://pinoybusiness.org/2010/05/28/seaweed-durian-
cupcake-a-healthy-baon-for-school/)
Requirements to Start a Baking Business
An oven and some sets of baking tools and equipment that you may already have at
home will be good enough to start a baking business if you are just planning to
operate your baking business at home or on a part time basis. If you decide to open a
bigger baking business, however, you will need more and bigger equipment to
accommodate to a larger number of clients. You must also make inquiries regarding
licenses and certificates that you may need to operate a baking company. Baking
business operators, for example, are typically required to secure a business permit
and a health certificate. A background or training in the baking business will also be
helpful if you are starting a baking business.
Getting Clients
You can start getting your first set of clients by encouraging friends and relatives to
try your baked foods. You can even encourage your friends to order cakes from you
whenever they have occasions in their home. A good way of encouraging people to
order baked goods from your home baking business is to offer them cheaper but
great tasting cakes and breads. The small network of clients that you have will
inevitable grow as long as you continue to provide your customers with best tasting
baked goods. When building and choosing a location for your baking company outlet,
it will be important to choose a baking business location where there are a number of
prospective customers who will buy your baked goods. In addition to this, remember
that word of mouth marketing remains to be the best so better ask your friends,
Market Acceptability ofSweet Potaro-Malunggay Cupcake 17
family members and even existing customers to refer your baking company to other
people.( http://www.startupbizhub.com/How-to-Start-a-Home-Baking-Business.htm)
These pieces of information regarding the selling of pastries specifically
cupcakes in the market would help those interested people to have a basic strategies
and guides to start up the business.
Local Studies:
MALUNGGAY
Malunggay is a small tree growing as high as 9 meters, with a soft and white
wood and corky and gummy bark. Leaves are alternate, usually thrice pinnate, 25 to
50 centimeters long. Each compound leaf contains 3-9 very thin leaflets dispersed on
a compound (3 times pinnate) stalk. The leaflets are thin, ovate to elliptic, and 1 to 2
centimeters long. Flowers are white and fragrant, 1.5 to 2 centimeters long, on
spreading panicles. Pod is 15 to 30 centimeters long, pendulous, three-angled, and
nine-ribbled. Seeds are three-angled, and winged on the angles.
Distribution
• Planted throughout the Philippines in settled areas at low and medium altitudes.
• Introduced from Malaya or some other part of tropical Asia in prehistoric times.
• A common backyard vegetable and a border plant.
• Now pantropic.
Propagation
• Propagation by seeds and stem cuttings.
• Mature malunggay cuttings should be 2 cm or more in diameter and not less than
80 cm (30 inches) in length. Mature cuttings are preferred as they sprout earlier and
grow faster.
• The only pests known to attack malunggay are mites of the Tetranychus spp.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 18
Parts utilized
Flowers, leaves, young pods
Properties
• Root has the taste of horseradish.
• Considered galactagogue, rubefacient, antiscorbutic, diuretic, stimulant, purgative,
antibiotic, antifungal.
• Antiinflammatory, antitumor activities on mice studies.
• Antioxidant, anti-aging, anti-ulcer.
• Estrogenic, antiprogestational, hypoglycemic, antihyperthyroidism,
hypocholesterolemic, antihyperthyroid, antispasmodic.
• Considered abortifacient and emmenagogue.
• Purported to be beneficial for decreasing blood pressure, relieving headaches and
migraines, reducing inflammatory and arthritic pains, anti-ulcer, anti-tumor.
Purported to be beneficial for decreasing blood pressure, relieving headaches and
migraines, reducing inflammatory and arthritic pains.
Uses
Nutritional
• Flowers, young leaves and young pods eaten as a vegetable inn the Philippines,
Malaya, and India.
• Young leaves are a rich source of calcium, iron, phosphorus and vitamins A, B and
C.
• High in HDL (high density lipoproteins); a source of amino acids, omega oils,
antioxidants.
• Young fruit yield a high amount of protein and phosphorus, a fair source of calcium
and iron,
• Comparative content: Gram for gram, 7 times the vitamin C in oranges, 4 times the
Market Acceptability ofSweet Potaro-Malunggay Cupcake 19
calcium and twice the protein in milk, 4 times the vitamin A in carrots, 3 times the
potassium in bananas.
• 100 gms or 1 cup of cooked malunggay leaves contain 3.1 g protein, 0.6 g fiber, 96
mg calcium, 29 mg phosphorus, 1.7 mg iron, 2,820 mg beta-carotene, 0.07 mg
thiamin, 0.14a mg riboflavin, 1.1 mg niacin, and 53 mg of vitamin C. (Dr. Lydia
Marero of the Food and Drug Research Institute -FNRI)
Studies
• Moringa preparations have been cited often in scientific literature as antibiotic,
antiinflammatory, hypocholesterolemic and hypoglycemic. However, many of the
reports are not placebo-controlled randomized clinical trials.
• Anti-Inflammatory / Anti-tumor: Anti-inflammtory and Antitumor Activities of
Seeds Extracts of Malunggay—A study showed the crude ethanol extract of dried
seeds inhibited the carrageenan-induced inflammation in the hind paw of mice by
85% at a dosage of 3 mg/g body weight; the mature green seeds by 77%. The crude
ethanol extract also inhibited the formation of Epstein-Barr virus-early antigen (EBV-
EA) induced by 12-0-tetradecanoylphorbol-13-acetate (TPA). At a dosage of 100
?g/ml, the extract inhibited EBV-EA formation by 100% suggesting its antitumor-
promoting activity.
<Abstract:http://www.stii.dost.gov.ph/pjsweb/data/antitumor_of_malunggay.htm>
• Ovarian Cancer: Possible Role of Moringa oleifera Lam. Root in Epithelial Ovarian
Cancer: A hormonal etiology of epithelial ovarian cancer has been long suspected.
Study suggests M Oleifera can interfere with hormone receptor-related and
neoplastic growth-related cytokine pathways through centrally acting mechanisms.
• Asthma: Antiasthmatic activity of Moringa oleifera Lam: A clinical study: Study
showed improvement in forced vital capacity, FEV1, and peak expiratory flow rate. It
suggests usefulness for MO seed kernel in patients with asthma.
• Antibiotic: 50 years ago, a study yielded Pterygospermin, a compound that
readily dissociates into two molecules of benzyl isothiocyanate which has been
Market Acceptability ofSweet Potaro-Malunggay Cupcake 20
shown to have antimicrobial properties. Unfortunately, many of the reports of
antibiotic efficacy in humans were not from placebo controlled, randomized clinical
trials. Recent studies have demonstrated possible efficacy against H. pylori.
• Antiurolithiatic: Study showed lowering of stone forming constituents in the
kidneys of calculogenic rats with the use of aqueous and alcoholic extracts of MO
suggesting antiurolithiatic activity.
• Antimicrobial / Water Purifyiing: Study of MO seeds paste for water purification
yielded a steroidal glycoside, strophantidin, a bioactive agent in the seed. The seed
paste was found effective in clarification and sedimentation of inorganic and organic
matter in raw water, reducing total microbial and coliform counts by 55% and 65%
respectively, in 24 hours, compared to alum with 65% and 83% reduction.
• Antipyretic / Wound Healing: Study of the ethanolic and ethyl acetate extracts
of MO showed significant antipyretic activity in rats; the ethyl acetate extract of dried
leaves showed significant wound healing on rat wound models.
• Analgeic: Previous studies have shown analgesic activity from the leaves of MO.
This study on the alcoholic extract of MO seeds showed potent analgesic activity
comparable to that of aspirin dose of 25 mg/kg BW.
• Antioxidant / Hypolipidemic / Anti-Atherosclerotic: Study showed lowering of
cholesterol levels and reduction of the atherosclerotic plaque formation. Results
indicate MO possesses antioxidant, hypolipidemic and antiatherosclerotic activities
and has therapeutic potential for the prevention of cardiovascular diseases.
• Anti-Diabetic: Study of the aqueous extract of MO leaves in STZ-induced sub,
mild, and severely diabetic rats produced lowering of blood glucose levels, significant
reduction in urine sugar and urine protein levels. Study validates scientifically claims
on MO as ethnomedicine in the treatment of diabetes mellitus.(
http://stuartxchange.com/Malunggay.html)
SWEET POTATO
Market Acceptability ofSweet Potaro-Malunggay Cupcake 21
Root crops have long been underestimated by the public because of their
traditional image as a poor man’s crop. However, their capacity to withstand
marginal cultural and environmental conditions has made them indispensable to
upland farming systems. Most root crops respond well to recommended cultural
practices and offer a broad variety of end products and ways of utilization. Therefore,
these are considered important components of the agricultural and agro-industrial
sectors of tropical countries, such as the Philippines. Advances in root crops research
and development (R&D), especially for sweet potato and cassava, have transformed
these crops from a lowly subsistence staple food to important commercial crops with
multiple uses as processed snack foods, ingredients for feed formulation, and
industrial starch of varied uses. Considering that positive industry developments
continue to happen, root crops have great potentials and opportunities to capture a
good share of the world market, not to mention the broad domestic market
opportunities.
Commodity Industry Situation
About one million resource-poor households in the Philippines are engaged in
root crop farming. Majority of these are subsistence farms characterized by shifting
cultivation in the uplands and marginal areas. Leading root crop producing regions
include Eastern Visayas, Bicol, Central Visayas, and Southern Tagalog. For the first
three regions, root crops have become a survival crop for helping sustain farmers
and their families during calamities and food crisis.
Root crops share a little over 5% of total agricultural value added of 30% of
the gross domestic product. This implies that the value added of root crops to gross
domestic product is minimal (only 1.5%). However, the importance of root crops for
many years, lies in its life-sustaining role among resource-poor subsistence farmers
and the great potentials of root crops in uplifting the lives of these farmers once
commercialization is implemented. Root crops could thus help reduce poverty and
Market Acceptability ofSweet Potaro-Malunggay Cupcake 22
contribute to the food security program of the government. Among the major root
crops in the Philippines, sweetpotato and cassava are the most important.
Sweetpotato
Pilot project in wheat flour substitution using sweetpotato flour.
sweetpotato flour can substitute for wheat flour from 20% to 100% level in
some yeast breads (‘pande sal’ and hot rolls); quick breads (‘paborita’, cheese
crackers, and coconut cookies); and snack items (polvoron, gollorias and doughnut).
Bakery products using sweetpotato flour except doughnut are acceptable to
consumers. The use of cassava and sweetpotato flour as substitute for wheat flour,
even at 20% level, will reduce wheat importation (Palomar 1980).
Processing technologies for sweetpotato. The limited fresh rootsmarket is a
deterrent to the expansion of root crop production. Root crop processing
technologies are viewed as means to widen the range of root crop utilization, thus
expand the market and increase valueadded from root crops. Root crop products
developed by PhilRootcrops researchers
include:
Root soy sauce
- uses of sweetpotato flour in making a naturallyfermented soy sauce
Bakery products
sweetpotato flour can be used in selected bakery products like cookies,
paborita, cheese crackers, muffins, gollorias, cakes, and others. Root crop flour can
be used 100% in making polvoron and some cakes.
Production/Processing
Technology adoption is slow.
Significant advances have been made during the last two decades in
generating
information and technologies for root crops, but technology adoption has been slow
in view of the unattractive market opportunities for fresh roots.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 23
Unstable yield. Feedbacks from root crop farmers revealed the problem of
sustaining yield of root crops over time especially when planted on the same field.
This could be due to the depletion of soil fertility, allelopathy, or degeneration of
quality of planting materials due to accumulation of pests and diseases.
Limited product diversification. Since root crops do not offer an attractive
income, especially in the fresh form, the industry should look into developing
products that would have higher valueadded and export potential.
Limited industrial use in the country. Root crops are a major source of starch
and energy with varied industrial uses, but the country has yet to tap its potentials.
Utilization/Marketing Underutilization and market
uncertainty. Inspite of the wide product possibilities from root crops, people still
consider root crops mainly as source of raditional products.(www.google.com)
In the Philippines, sweet potatoes (locally known as camote or kamote) are an
important food crop in rural areas. They are often a staple among impoverished
families in provinces, as they are easier to cultivate and cost less than rice. [28] The
tubers are boiled or baked in coals and may be dipped in sugar or syrup. The stew
obtained from boiling camote tops is purple-colored, and is often mixed with lemon
as juice. Sweet potatoes are also sold as street food in suburban and rural areas.
Fried sweet potatoes coated with caramelized sugar and served in skewers (camote
cue) are popular afternoon snacks.[29] Sweet potatoes are also used in a variant
of halo-halo called ginatan, where they are cooked in coconut milk and sugar and
mixed with a variety of rootcrops, sago, jackfruit and bilu-bilo(glutinous rice balls).
[30] Bread made from sweet potato flour is also gaining popularity.
(www.wikipedia.com /2010 )
Sweet Potato is one of the most important food sources in the Philippines. It is
likewise appreciated as a source of antioxidants for neutralizing body toxins as by-
products of metabolism. Nowadays, the demand for sweet potato has dramatically
Market Acceptability ofSweet Potaro-Malunggay Cupcake 24
increased with the realization of its potential for commercial applications. It is used
as a raw material for manufacturing of flours, starch and pectin that are highly
commercializable and exported to other Asian countries like of Japan, China and
Korea. Its flour can be processed into products of fermentation such as soy sauce and
alcohol. On the other hand, starch is also a material used in the manufacture of
textiles or paper while dried sweet potato chips find in animal feed formulation.
(http://www.bar.gov.ph/bardigest/2009/janmar09_sweetpotato.asp)
REVIEW OF RELATED FOREIGN LITERATURE AND STUDIES
LITERATURE:
The History of Cupcakes: By Lisa Paterson
Ads by Google
While no one is quite certain where cupcakes came from, it is known that they made
an appearance in the United States sometime in the 19th Century. Called Fairy Cakes
in the United Kingdom, cupcakes revolutionized how cake was made and mothers
across the land lauded the blessing.
Prior to the introduction of the cupcake to the kitchens of America, cakes were made
by weighing the ingredients. Cupcakes were made by measuring the ingredients for
the first time. It has been suggested that this is perhaps where the term "cup cake"
originated, since everything was measured in cups. Other origins of the name have
also been offered, such as the fact they are baked in a cup but at one time, cupcakes
were also called "number cakes". This name originated from the recipe, whereby it
required "...once cup butter, two cups sugar, three cups flour, four eggs..." At one
time, recipes called for cupcakes to be "...baked into little tins."
Until the turn of the 20th century, cupcake pans were virtually unheard of forcing
bakers to use more formidable cups for baking, unless they wanted to bake their
Market Acceptability ofSweet Potaro-Malunggay Cupcake 25
small cakes into loaf form. Using hearth ovens, which needed longer cooking times
for larger cakes, caused bakers to seek other ways to bake their cake and still have
time to eat it. With the advent of the cupcake, not only were bakers able to achieve
shorter cooking times, they were also able to change the way they prepared them
once the baking part was finished. No longer did bakers need to create larger,
heavier cakes. With the production of the cupcake, people could slake their desire for
something small and sweet.Article Source: http://EzineArticles.com/?
expert=Lisa_Paterson
Steps to Start Home-Based Cupcakes Business
By Yuliana Christina
Cupcakes are a popular treat in America. They are not only available in
America but also available in other countries. In England, cupcakes are called fairy
cakes, and in Australia, they are called patty cakes. They are named 'cupcakes'
because they are served in paper or aluminum liners or cups.
Cupcakes have become many people's favorite treat. Some even turn their love for
cupcakes into home-based business. Actually, it is not difficult to run a home-based
cupcakes business because cupcake recipes and ingredients are available
everywhere. Moreover, the number of cupcake aficionados has significantly increased
in the last two decades. Here are some key factors to consider when starting your
own cupcake business.
1. Commitment.
In order to start a business, you must have commitment. Running a business without
commitment means you are just wasting your money. With commitment, you can
tackle all the problems and obstacles that you will encounter later on in your
business.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 26
2. Legality.
You must collect sufficient information before getting a permit for selling home-based
products. You can consult the health department or other related departments in
your area. In America, several counties strictly supervise production of foods made
by home-based business. If there are requirements to run your business, you have to
fulfill those requirements immediately.
3. Business plan.
After fulfilling all regulations and requirements, the next step is creating a business
plan. A business plan is very crucial, because it determines the success of your
business. It includes the types of cupcakes that you want to sell, prices of cupcakes,
promotion strategies, profit margins, suppliers, and other information. It is better that
you research the prices, types of cupcakes and promotion strategies of your
competitors. If you are not sure about your capability in creating a business plan, you
can consult your friends who are already running a business.
4. Market.
You must perform market research to make sure that there is a market for your
product.
5. Team.
Running a home based business is simple, but it takes large amount of time. If you
really want your business to prosper, hire some people and form a team. Each person
in your team should be assigned with different task such as baking, marketing and
customer service and administration.
6. Location.
Location relates closely with your marketing strategy. Home-based business does not
always mean that you sell your cupcakes at home. You can rent a small place in a
Market Acceptability ofSweet Potaro-Malunggay Cupcake 27
strategic location to sell your cupcakes.Article
(http://www.ehow.com/info_7943014_new-product-launch-process.html/2009)
Most cupcake recipes are very easy to make and you really only need a few pieces
of kitchen equipment. This is my basic list of cupcake utensils and equipment.
1. Measuring cups
2. Measuring spoons
3. Electric stand mixer or hand mixer
4. Food Processor
5. Wooden Spoon
6. Spatula
7. Cupcake trays
8. Cupcake liners
9. Cake tester
10. Cooling racks
11. Piping bags and nozzles
12. Bowls in assorted sizes
13. Flour sieve or sifter
14. Kitchen timer
15. Kitchen scales
If you do a lot of baking and love to frost your cakes, I would suggest that the
following equipment for making cupcakes could be useful:
1. Cupcake stand
2. Frosting knife
3. Assorted cupcake trays in fun shapes
(http://www.all-about-cupcakes.com/cupcake-equipment.html/2010)
An Oven
An oven is essential for baking cupcakes but it does not matter if it is an electric or
gas oven. But be aware that some ovens do have hotspots and some will cook
quicker than others. As you get to know your own oven, you will know whether to
turn your cupcake pans halfway through baking to ensure that the cupcakes are
evenly browned and risen, or whether you will need a little less or more cooking time.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 28
Measuring Equipment
It is important that the correct proportions of ingredients are used as the wrong
amounts can give disappointing results. So make sure that you have accurate scales,
cups and spoons.
Sieves
A large sieve is perfect for sifting the dry ingredients such as flour and icing sugar
before mixing, but when it comes to dusting the finished cupcakes a smaller sieve
works best.
Bowls and Spoons
You can get away with using the most basic equipment to beat together most
cupcake recipes. Although you can use an electric mixer if you prefer.
Cupcake Pan Sizes
A cupcake cake pan (also known as muffin tins) are available in a variety of sizes, but
there are three main sizes: mini (3-5cm, 2inch), medium (7cm, 2 3/4inch), large
(8.5cm, 3 1/2inch). The number of cups in each tin will vary; you can get some mini
cupcake pans with 20 - 30 cups. The regular cupcake pans usually come with 12 cups
although silicone cupcake pans come with less. Metal cupcake pans will need to be
greased if you are not going to line them with paper cupcake liners. The silicon
moulds are very handy in that they do not need to be greased and the cupcakes are
easily removed as soon as the cupcakes are cooled.
Cupcake Papers
Market Acceptability ofSweet Potaro-Malunggay Cupcake 29
Paper cupcake liners are available in a variety of colors, designs and sizes. You can
find one for just about every occasion - Weddings, Christmas, Fourth of July,
Halloween, Valentines day etc. There are papers with balloons, flowers, hearts, polka
dots and a variety of plain colors as well as gold and silver. If you are finding it
difficult to find a colored or pattern cupcake paper a plain one will do, it's what is
inside and on the top that counts.
Timers
Just like the measuring equipment, timing is important when it comes to making
cupcakes. You can buy a kitchen timer or use a clock or your watch.
Wire Racks
Cup cake cakes should usually be transferred to a wire rack after baking and allowed
to cool completely before decorating.
http://www.creative-cupcake-ideas.com/making-cupcakes.html2008)
Cupcake Ingredients for Cupcake Recipes
Cupcake recipes make baking cupcakes as easy as 1 - 2 - 3! You don't have to
know how to cook to bake cupcakes.Cupcake recipes make it easy and for everyone.
But before we begin baking the most scrumptious cupcakeswe need to review some
general rules about bakingcupcakes.
Like anything, your first attempt at baking cupcakeswon't be perfect. It's an art and it
takes time to perfect that art. The more you practice, the nicer your cupcakeswill be!
You need three main things before you start baking your first batch of cupcakes:
1- A killer cupcake recipe (which I will be providing for you so you can check that off
the list!)
2- The right set of tools and some knowledge of how thecupcake ingredients work.
3- A lot of cupcake love.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 30
If you can check all of those things off your list, then you are ready to start
making cupcakes. If you can't check off number 2, then you are in the right place
because I will explain to you the ins, the outs, the goods and the uglies of
baking cupcakes. First of all, cupcake ingredients: flour, milk, eggs, butter (I use
salted but if you want to add the salt separately be my guest and use unsalted)
baking powder, sugar, vanillaextract. These ingredients are the basics of what you
will need to make cupcakes. Most of these cupcake ingredients are pretty
straightforward, but I'm going to explain a few things about a few of
these ingredients to you.
First I'm going to separate into dry cupcake ingredientsand wet cupcake ingredients.
This isn't as straightforward as you may think.
Dry Cupcake Ingredients: Wet Cupcake Ingredients:
Flour Milk
Baking Powder Eggs
Butter Vanilla Extract
Sugar
You might be wondering why butter falls into the category of dry cupcake
ingredients and why sugar is wet. Just accept it. In the baking world, that's how we do
it. Okay, if you demand an explanation, here it is. Butter, unless melted, would be
very difficult to combine with dry ingredients if it is already in with wet ingredients.
So we add it to the dry cupcake ingredients first to create a sort of crumble-
like texture which makes it easier to add the wet ingredients to after. To understand
why sugar is a wet cupcake ingredient, first I will explain baking powder and it's
properties. Baking powder is a leavening agent, which means it makes things rise.
(so we don't have flattened cupcakes!) The baking powder becomes activated when
it becomes wet. Baking powder makes flour rise. Sugar does not rise. For example, if
you put together sugar and baking powder and added some milk, nothing would rise.
When you add sugar to dry ingredients, it doesn't always distribute itself evenly. But
Market Acceptability ofSweet Potaro-Malunggay Cupcake 31
to wet ingredients you have a better chance at having evenly distributed sugar in
your cupcakes! This is due to the texture of the sugar.
Something very important about adding dry cupcake ingredients and wet cupcake
ingredients - You want to add the wet to the dry and you don't want to do it all at
once. The way it works is as soon as the leavening (the baking powder) gets wet, it is
activated. From there the clock begins to tick. You don't want to over agitate
yourcupcake ingredients after you add the wet to the dry because if you overmix
your cupcakes will not rise properly. The goal is to mix just enough, not too much or
too little. It might take a few tries to get right, but this is very important. It's what
separates the bad cupcakes from the good cupcakes. We want to treat our cupcake
ingredients with respect because cupcake ingredients do not grow on trees!
(http://bestcupcakerecipes.blogspot.com/2009/02/cupcake-ingredients-for-cupcake-
recipes.html)
SWEET POTATOES:
Health Benefits of Sweet Potatoes
In some homes in the United States, sweet potatoes are only served at Thanksgiving,
even though they are available year-round. Too bad. Sweet potatoes are one of the
unsung heroes of a balanced diet. For a reasonable number of calories, you get a
load of nutrients. Sweet potatoes contain carotenoids that appear to help stabilize
blood sugar levels and lower insulin resistance, making cells more responsive
to insulin. This can ultimately help with your metabolism.
Sweet potatoes are packed with beta-
carotene.
Health Benefits
This starchy vegetable has bulk to keep your tummy full for hours. Yet its nutritional
Market Acceptability ofSweet Potaro-Malunggay Cupcake 32
profile makes the calories worth it, especially since they are fat-free. Its fiber alone is
enough to make a sweet potato worth eating.
If a beta-carotene contest were held, sweet potatoes would tie carrots for first place.
That may make them top-notch for fighting chronic diseases like cancer and heart
disease, as well as disease related to inflammation, such as asthma and rheumatoid
arthritis. Sweet potatoes are also rich in potassium and vitamin C; a small potato
provides almost half the daily allowance.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 33
(http://home.howstuffworks.com/sweet-potatoes3.htm)
Sweetpotato in Asia
Sustainable strategies for reducing poverty
In Asia’s rapidly developing economy, rural poverty persists, with more than
200 million rural poor living on less than US$1 a day. Vibrant growth and evolving
markets mean that knowledge about how to adapt small scale farming systems to
change is a crucial tool for increasing their incomes. Asia accounts for 86 percent of
world sweetpotato production, with China alone contributing 80
percent.Sweetpotato is also a major crop in India, Bangladesh, Vietnam, Indonesia,
the Philippines, and other Pacific Islands. In South Asia, sweetpotato is an important
staple for food security, but much of thesweetpotato grown in the region is destined
for animal feed or processing. CIP priorities are on providing adapted varieties that
are nutritious, can be used for food and feed, are tolerant to drought and salinity, and
are pest and disease resistant. Projects train farmers insweetpotato crop
management, with efforts directed at adding value, developing products, improving
collaboration, and strengthening links throughout the market chain. In other projects
the development of cheap, nutritious sweetpotato based feed formulas reduces
production costs, resulting in greater gross margins for the region’s farmers who
largely depend on mixed crop-livestock agricultulture.
Approximately 45 percent of the world’s vitamin A-deficient (VAD) children and
pregnant women live in South and Southeast Asia. The condition causes blindness,
disease and premature death. and although the use of orange-
fleshed sweetpotato (OFSP) in Asia to combat VAD is not yet as advanced as it is in
Market Acceptability ofSweet Potaro-Malunggay Cupcake 34
Africa, CIP is introducing varieties that are rich in Vitamin A along with successful
outreach programs promoting their consumption
Cupcake Economics
by ADMIN on OCTOBER 31, 2011
Cupcakes have created a craze in the United States, and markets are quickly forming
around the new buzz. The cupcake market is coming to be and soon it will be
watched by investors for potential business ventures. In the meantime, small shop
owners are coming out to set up and sell delicious cupcakes to those who could use a
yummy snack or treat.
The good news about the cupcake market is that competition is heating up
and the pressure to produce great, low priced cupcakes is on. The bad news is for
entrepreneurs on the other side of the fence that are trying to just break even
keeping their stores open. Regardless, the increased attention for the snack marks a
new cultural change that will shape the future of the food business.
In the Pittsburgh area, there are 81 retail stores that sell baked goods and are
considered to be the heart of cupcake entrepreneurship in the city. Bakers running
establishments like these within Pittsburgh are only raking in an average of $20,000
per year. That’s not a bad start for a budding market, but it still raises concerns.
One concern within this specific is the inflation of cupcake cost. A good
market for the Pittsburgh area is generally expected to kick the price of the average
cupcake up. The more dollars that the average person shells out for a cupcake, the
more shops can move in, the easier it is to establish a shop, and the more money the
bakers make. The downside of this is that the prices might inflate far too much. The
average worker in Pittsburgh might have to pay more and more out of pocket for the
treat, making the area less attractive to live and work in. The city can rest assured
that the sale of one treat won’t affect the local economy too drastically.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 35
On the scale of the U.S. Economy things are much different. The United States
actually imports over 700 million dollars in baked goods more than it exports. This
means that there is a massive trade gap between how much we produce and how
much we buy from other countries.
Economists look to culinary training schools and institutions that have been
pumping out highly qualified chefs for decades. In order to compete with the other
countries in the baked goods market, the United States needs to shape up and make
full use of its creative, culinary potential. Those individuals indirectly bring money
into the country with goods that foreign buyers find valuable.
America is no France or Switzerland. Chances are, we won’t be the world’s
baking superpower, but that won’t stop the country from competing more intensely
with better goods. As a country, we are producing millions of cupcakes by the droves
and crates to be shipped anywhere. Maybe we could close our trade gap by
marketing these rapid fire cupcakes overseas.(http://www.cupcakes.org/cupcake-
economics/2010)
December, 2009 > People
Let Them Eat Cupcakes!
Text by Sona Bahadur
Published: Volume 17, Issue 12, December, 2009
The pretty yum things are making life so
chic and sweet.
Say hello to cupcakes and the ladies who
are taking their cult forward in India
Love it. Scorn it. You dare not ignore the little mighty cupcake. The diminutive
American staple has risen up the ranks to emerge as one of the sexiest sweeties of
Market Acceptability ofSweet Potaro-Malunggay Cupcake 36
our times. It’s almost up there with Barbie, strawberry daiquiris and pink feather
boas. And now it’s becoming an Indian sweetheart. Rangoli cupcakes, anyone?
The tiny dessert has big potential in India. Its proportions complement the bite-sized
mithais Indians are used to, it’s sweeter than most Western desserts and it satisfies
the craving for something ‘different’.
Actually, the cupcake takes the cake for being a rock star wherever it goes. Which
other dessert has inspired boutique bakeries in tony Manhattan? Or had cookbooks,
blogs and magazines devoted entirely to it? Online cupcake communities have
cupcakeaholics drooling – you might just stumble upon a CBA (Cupcake Bakers
Anonymous) in Cyberia. And folks, please mark December 15 as a day of
international importance. It’s Lemon Cupcake Day!
How the humble cupcake held its own against the formidable cake – and came close
to upstaging it at children’s parties and high-end weddings alike – is a delicious
affirmation of the David-Goliath myth, the ultimate crumbs-to-riches story. You can
be small and win, vouches the cupcake. Indeed, you can win because you’re small.
Their size is more efficient for heat conduction, ergo cupcakes bake faster than layer
cakes. That’s what made them revolutionary when they were first invented in the
19th century. Less is more. The transformative power of the cupcake is legendary.
Witness its astonishing metamorphosis from its homey 1950s squiggle-topped
Hostess avatar to its 2000s superglam status as the chic comfort snack of Sex and
The City’s Manolo-crazy heroines. Ugly duckling turned swan. That’s our cupcake.
A cupcake is approachable. Most people will try one rather than a slice of cake.
There’s something very satisfying about the display of a cupcake which you don’t get
with a cookie or a brownie, says a blogger. Pastries don’t have that aha factor. They
don’t make people’s faces light up when they stare into a bakery case the way
cupcakes do. And cupcakes get more brownie points for making people social than
any other sweet. How’s that?v The pretty yum things can teach their PYT devotees a
Market Acceptability ofSweet Potaro-Malunggay Cupcake 37
thing or two about makeovers and moving with the times. Take the legendary red
velvet cupcake. Once an old-fashioned recipe that relied on the chemical reaction of
unprocessed cocoa with buttermilk to get its trademark red hue, it now thrives on
food colouring. Cupcakes vote for change. (There’s even an Obama cupcake.)
Be yourself, says cupcake the individualist. To each his or her own frosting. There’s
one for every kind of personality. Devil’s food with chocolate ganâche for die-hard
chocoholics, white chocolate and green tea for sophisticates, chai latte or mocha for
caffeine addicts and gluten-free for the flour challenged. Careerists like the rise-rise
success story of cupcakes. Romantics like its creamy swirling peaks. The part
everyone likes–you don’t have to share it.
One of the few industries to boom during recession, the American cupcake bubble
has left economists mighty impressed. As a cupcake analyst observed, the economic
rationale of the desserts seems to withstand all conditions. When the economy is
going well, people can afford little extras like cupcakes. When the economy is not
going well, people can afford only cupcakes. Smart cookie.
FOREIGN STUDIES:
Malunggay (Sajina or Moringa) plant grows in the Philippines, Malaysia, Thailand and
other regions of the Far East. The plant is sometimes referred to as nature's medicine
cabinet and a miracle vegetable or horseradish tree for its root taste. The plant grows
in hot tropical climates, deserts and living rooms. Moringa has sprouts of flowers,
appear eight months during the year. These flowers are edible when cooked (taste
like mushrooms) or used to make tea, containing calcium and potassium. A seed or
cut branch can grow into a fifteen - foot tree in a year. The rugged plant can grow in
drought conditions, and withstand overly acidic, alkaline, and salty soil. The dozen
known species of Malunggay has different known characteristics, grown in different
parts of the world. In Madagascar Moringa has blue fungus, grown in Mexico has
green cactuses, and in Oman appears as bubous tree. The bark of the tree
Market Acceptability ofSweet Potaro-Malunggay Cupcake 38
sometimes used to make mats and rope. The leaves taste like spinach (Contains
three times the iron of spinach. Also, a Moringa dried leaf has over ten times more
nutrients than a fresh Moringa leaf, confirmed by universities and independent
research laboratory analyses.), and its fruit produces a vegetable, like asparagus.
Both contain Vitamin C (seven times more than found in oranges) and other minerals.
Sajina contains seven times the amount of Vitamin C found in oranges, four times as
much calcium as milk (A substitute for whole milk powder.) and three times the
potassium of bananas. Moringa has quadruple amount of beta Carotene found in
carrots, which is good for eyesight, and effective against treating cancer.
The Moringa plant provides nutrition for healthy skin (Provide healing benefits for
cuts, scrapes, rashes, and cracking signs of aging.), bone, muscle development,
medicinal properties, enriches anemic blood (An extract from Moringa leaf has been
shown to be effective in lowering blood sugar levels within three hours of ingestion.
The effects increased with larger doses.), in Africa nursing mothers have been shown
to produce more milk when Moringa leaves have been added to their diet, and
natural source of energy supplement. Also, University laboratories around the world
have shown Moringa ability to purify water. The process by which, it attaches itself to
harmful material and bacteria. Afterwards, waste is expelled. Doctors use it to treat
diabetes in West Africa and high blood pressure in India. Other known health benefits
include: Strengthening immune system, blood pressure controlled, reducing arthritis
pains and inflammations, restricting the growth of tumors, managing diabetes sugar
level, and treating headaches and migraines. Malunggay contains the phytochemical
niaziminn, found to have molecular components that can prevent the development of
cancer cells. The edible parts of Malunggay (leaves, pods, and flowers) are served
with meals or converted to a powder, used as a food supplement. Moringa provides
excellent source of fuel and fertilizer. The plant contains for human consumption very
low fat and carbohydrates. Roots of Moringa are used to treat sore throat and
Market Acceptability ofSweet Potaro-Malunggay Cupcake 39
effective treating gingivitis (Inflammation of the gums around the teeth). Many
organizations around the world and researchers study Malunggay. Since 1984,
Wichita Kansas based Trees for Life been planting Sajina in impoverished places
including a Twon in India of 40,000 residents, providing an improved structured diet.
Researchers at the Britain University of Leichester is studying the coagulating
properties of the seeds, found in the Moringa pods, believe to work better than
known water purifier aluminum sulfate, which can be toxic. International Eye
Foundation based in Bethesda Maryland, is using Maringo to treat childhood
blindness, attributed to seventy percent lacking vitamin A. The National Science
Foundation, National Geographic Society and Ander Mellon Foundations is financing,
the collection of thirteen known species of Moringa. Published studies in the journal
Phytotherapy Research and HortScience discovered different Moringa parts to be
effective in lowering blood sugar, reducing swelling, lowering blood pressure, healing
gastric ulcers and calming the nervous system. Moringa contains nutrients attributed
that are lacking, causing diseases such as Beri beri, rickets, and scurvy. Three
spoonfuls of Moringa leaf powder contain these nutrients: Vitamin 'A' - 272%, protein
- 42%, calcium - 125%, iron - 71% and Vitamin 'C' - 22%. Reported in September
2006, Japanese businessman Mitsuo Shoji has developed a tea made from Malunggay
plant. Contains antioxidants, amino acids vitamins and minerals for healthy
nutritional supplement. In a Bible passage: "tree that cures all diseases." The tea
distributed by Yumeshoji Trading Corporation. According to Shoji, people suffering
from chronic diseases should consume at least 3.5 grams of the powdered tea. Also,
he mentioned those who take Moringa Condensed Powder may experience a "slight
to moderate discomfort" depending on their health status. Moringa is available for
purchase at Indian cuisine stores selling pickled Moringa green pods as drumsticks
(Most valued and widely used part of the tree.). The website Seedman.com sell
Moringa seeds, which can be grown in any container. Also, available for purchase at
Market Acceptability ofSweet Potaro-Malunggay Cupcake 40
Carter Seeds: (760/724 - 4750). (http://voices.yahoo.com/utilizing-malunggay-
nutrition-health-83262.html.2010)
A Study in Cupcake Excellence
Add a commentPublished on Tuesday, May 4, 2010, by C. Thi Nguyen / Edit Post
In Malaysia, a lot of people are down on cupcakes now, maybe because "the
groupie part of the cupcakes scene has been dying a painstaking death and it's being
slowly laid to rest in the fad compost heap along with froyo," says bulavinaka. But
don't despair. "I think if one keeps an open mind and gives good food a chance, one
will find the great examples out there." Cupcakes included.
The newest find: SugarJones Cupcakes, a stand at the Sunday Mar Vista Farmers'
Market that has very well-executed cupcakes, says bulavinaka. The cake portion is
larger than average, and relatively dense, almost like pound cake. "I've read
complaints by many that by nature, cupcakes are going to be drier than an
conventional cake—this is true in general because the crumb proportion of cake
interior is relatively small to the the surrounding exposed portion. But the
combination of the broader dimension as well as the strong execution in preparing
and baking this cupcake shows in the results," says bulavinaka. The frosting has "a
nice sweetness that isn't cloying, the flavors are subtle yet enduring, and the texture
is substantial but not greasy," says bulavinaka. This might be because of the touch of
saltiness in the frosting, says Dommy. It makes the frosting kind of weird on its own,
but perfect as a companion to the cake. SugarJones also has massive homemade
Oreos that are very likable, says Jase, especially the filling. The texture of the cookie
is nice, too, with some bite and chew, but not quite crumbly.
(http://www.chow.com/digest/45617/a-study-in-cupcake-excellence/2010)
New Study: Cupcakes Are Like Cocaine
Market Acceptability ofSweet Potaro-Malunggay Cupcake 41
India• November 14, 2011
Does that sound as dumb to the rest of you as it does to me?
A growing body of medical research at leading universities and government
laboratories suggests that processed foods and sugary drinks made by the likes of
PepsiCo Inc. and Kraft Foods Inc. (KFT) aren’t simply unhealthy. They can hijack the
brain in ways that resemble addictions to cocaine, nicotine and other drugs.
“The data is so overwhelming the field has to accept it,” said Nora Volkow, director of
the National Institute on Drug Abuse. “We are finding tremendous overlap between
drugs in the brain and food in the brain.”
The idea that food may be addictive was barely on scientists’ radar a decade ago.
Now the field is heating up. Lab studies have found sugary drinks and fatty foods can
produce addictive behavior in animals. Brain scans of obese people and compulsive
eaters, meanwhile, reveal disturbances in brain reward circuits similar to those
experienced by drug abusers. Of course there’s overlap between cupcakes and
cocaine. I’m sure there’s overlap among all things that give us pleasure, from video
games to pizza to sex. Which is why people are “addicted” to so many things.
Addiction is really just an inability, or a refusal, to moderate some sort of
consumption. Some people are “addicted” to junk food. Some people are “addicted”
to video games. Some people are “addicted” to working out. Some of this behavior is
more harmful than other types of behavior. Being addicted to a video game is better
than, say, being addicted to cocaine from the health perspective, but if “addiction” is
the threshold for whether or not the government begins regulating our use of
something then we’re going to have to regulate and/or ban just about everything.
We are living in plentiful times. We are at the pinnacle of prosperity, in terms of
history, with more disposable income and more free time to spend on things that
Market Acceptability ofSweet Potaro-Malunggay Cupcake 42
give us pleasure than perhaps any other generation before us. Surprise, surprise that
a lot of people would overindulge.
I say let people make the choices they want to make.
(http://sayanythingblog.com/entry/new-study-cupcakes-are-like-cocaine/2011)
SWEET POTATOES
Steven R. King, Ph.D., Shaman Pharmaceuticals, Inc., South S.F., CA
Adapted from Pacific Discovery, Vol.45, No. 1, pp.23-31, Winter, 1992.
Europeans first sampled sweet potatoes (Ipomoea batatas) in the Caribbean. This
tuber traveled through the Pacific to Asia, where its popularity makes it one of the
world's top 15 food crops today. Native to Mexico, the sweet potato has no botanical
or ecological relationship with the true potato from the Andes. The Spanish brought
sweet potatoes to the Philippines and the Portuguese distributed them further across
the Pacific. The Maori integrated sweet potatoes into their mythology and have
elaborate ceremonies connected to its planting, harvest, and storage.
Today China grows nearly 80 percent of the world's sweet potatoes. The sweet
potato reached China from Okinawa in the early 1600's. It had become popular in
southern Japan partly due to its resistance to insects and to the typhoons that
sometimes devastated rice crops. During a major Japanese famine in the 1730's,
sweet potatoes prevented many from starving.
(http://www.accessexcellence.org/RC/Ethnobotany/page5.php/ 1992 )
The truth about men, women and food
Are men hard-wired to eat meat? Do women have an innate need for cupcakes? Eva
Wiseman reports
Market Acceptability ofSweet Potaro-Malunggay Cupcake 43
Bep Sandhu, from Mars, told trade magazine The Grocer: "The lighter version will
help expand the appeal of the brand to female professionals looking for a lighter
snack." Along with the new Galaxy Bubbles, it appears that yet another market of
chocolate for women is blossoming – the diet bar. "The role of marketers is to
understand motivations, needs and desires, so we're always mindful of consumers'
changing needs," says Elizabeth Davies, communications manager at Nestlé, where
they're responsible for marketing both Kit Kat Chunky (manly) and Kit Kat Senses
(ladylike). "If there is an obvious gender split, and the incremental business
opportunity can be justified without jeopardising the core brand, then brands will
continue to seize the initiative." Bishop-Weston sees gender differences less in how
people eat, more in how they think about their diets. "Women have more emotional
attachments to food – due to media pressure they attach guilt to carbs and saturated
fats, and often feel a responsibility to eat healthily in a way that men don't," she
says. "Interestingly, though, I see a trend towards 'effort' that spans and unites the
sexes. People are becoming more receptive to things that take longer. People are
looking for an identity with their food. People are buying breadmakers! As
everybody's lives are getting more stressful we feel worse, and we need more
nutrients. So both men and women are getting scared into eating well."
Another food trend that comes dipped in gender is the so-called "cupcake
revolution". While the "fairy cake", as we used to call these palm-sized party snacks,
summons images of angry four-year-olds pushing Smarties up their nose, the
"cupcake" brings fragrant visions of a pre-feminist 1950s housewife, baking for
pleasure. Alongside their appearance on Sex and the City, where they were fetishised
to within an inch of their soon-stale little lives, cupcakes last year became
fashionable in Britain too, with one fan (who, dressed as her alter ego Cherry
Bakewell, hosts cupcake parties) describing them as a "real symbol of femininity, and
a camp symbol of a bygone era". Here is the baked and ironic response, cupcake
Market Acceptability ofSweet Potaro-Malunggay Cupcake 44
lovers say, to post-feminist culture. Similarly, Esquire magazine's Eat Like a Man blog
celebrates "foods that men love and… ways that men eat", embracing the idea of
gendered eating as a way of marking out their masculinity in grilled meat.
(www.accessexcellence.org/2010)
ASSESSMENT
Malunggay had been known as the “miracle vegetable” not only here in the
Philippines but also in the other countries because of its versatility. According to the
studies each ounce of malunggay contains seven times the Vitamin C found in
oranges, four times the Vitamin A of carrots, three times the iron of spinach, four
times as much as calcium as milk and three times the potassium of bananas.
Because of these nutrients, malunggay serves as a medicine in many health
problems like diabetes. One of the best attributes of malunggay is that it is also quite
tasty that’s why malunggay had been use as spice in some dishes here in the
Philippines.
On the political aspect, seeing the importance of malunggay, Senator Loren
Legarda pushed for the production, processing, marketing, and distribution of the
plant in all suitable areas of the country. Legarda filed Senate Bill No. 1349 to task
the Department of Agriculture, in consultation with the Department of Trade and
Industry, Department of Environment and Natural Resources, farmer’s groups, local
government units, and the private sector, to formulate a five-year framework for
developing malunggay for food, medicinal, health and commercial needs
Sweet potatoes are low in calories and contain no saturated fats and
cholesterol, but are rich source of dietary fiber, anti-oxidants, vitamins and minerals.
Dr. Trinidad P. said that at least 80% of premature heart disease, stroke and type 2
diabetes, as well as 40% of cancer could be prevented through a healthy diet that
Market Acceptability ofSweet Potaro-Malunggay Cupcake 45
incorporate root crops, regular physical activity, and the avoidance of tobacco
products.
These studies lead the researchers to include sweetpotato as part of the
healthy ingredients needed in making cupcakes. Sweet potatoes have undergone
into different processes to make healthy flour.
“The trouble with most root crops is that these are not sexy and popular
food for those living in urban areas. Take the case of gabi and kamote, young people
would rather eat hamburger, chips and ice cream. Commercialism and fast food has
skewed consumers toward junk food. People come to realize the benefits of
consuming rootcrops when disease and poor health has already settled in their body
system but it’s too late. Whether it is a change of lifestyle or a change of eating
habits, a new industry is developing as consumers realize the need to eat healthy.
These are not sexy food but these can help you become healthy and sexy.” - Trade
and Industry Secretary Jesli A. Lapus said.
In some homes in the United States, sweet potatoes are only served
at Thanksgiving, even though they are available year-round. This
starchy vegetable has bulk to keep your tummy full for hours. Root crops have long
been underestimated by the public because of their traditional image as a poor
man’s crop. For Eastern Visayas, Bicol and Central Visayas, root crops have become a
survival crop for helping sustain farmers and their families during calamities and food
crisis.
Most root crops offer a broad variety of end products and ways of utilization.
The importance of root crops for many years lies in its life-sustaining role among
resource-poor subsistence farmers and the great potentials of root crops in uplifting
the lives of these farmers once commercialization is implemented. Root crops could
Market Acceptability ofSweet Potaro-Malunggay Cupcake 46
thus help reduce poverty and contribute to the food security program of the
government.
Because of this benefits that we can get from sweet potato, we’ve decided to use it
as the flour for our product. Actually there are already equipments that can turn the
sweet potato in to flour.
Since 1977, Philrootcrops has generated and disseminated root crop
technologies and information that have helped improve the livelihood of root crop
growers, processors, and entrepreneurs nationwide. Advances in root crops research
and development (R&D), especially for sweet potato and cassava, have transformed
these crops from a lowly subsistence staple food to important commercial crops.
Considering that positive industry developments continue to happen, root crops have
great potentials and opportunities to capture a good share of the world market, not
to mention the broad domestic market opportunities. But despite of this there are still
some factors that might hinder the good propagation of the sweet potato flour. These
are the slow technology adoption, pests that affect the viability of sweet potato in
terms of production, the problem of sustaining yield of root crops, unorganized
production system that hinders the growers for achieving efficient root crop
production, limited product diversification because root crops do not offer an
attractive income and limited industrial use in the country. Government should
allocate more time and funds in building up our natural resources like sweet potato
and malunggay because resources like this our such treasure that would lead our
country into success.
On the point of view of the children, the word “vegetable” makes them think
that it doesn’t taste good anyway. In contrast, unlike children, adults are more health
conscious who know how to weigh the benefits that vegetable could give. The only
way to make children eat malunggay is to combine it with something that they love
to eat--cupcake.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 47
Cupcake made their appearance in the United States sometime in the 19th
century. Cupcake had been called as Fairy Cakes in the United Kingdom. The term
cupcake had been originated from “cup cake” because every ingredient was
measured in cups. It revolutionized how cake was made and mother across the land
lauded the blessing. In the 20th century, cupcake pans were virtually unheard of
forcing bakers to use more formidable cups for baking. No longer did bakers need to
create larger, heavier cake. With the production of cupcake, people could slake their
desire for something small and sweet. Cupcakes have created a craze in the United
States. The cupcake is coming to be and soon it will be watched by investors. The
increased attention for the snack marks a cultural change that will shape the future
of the food business –by ADMIN on October 31, 2011.
Here in the Philippines, most of the individuals are fond of eating cupcake.
They adopt the cupcake from other countries. These have been served for birthday
parties, weddings and even serve as “baon” of Filipino students. According to the
studies made in other countries, eating cupcakes has already been an addiction.
That’s why we’ve decided to make a cupcake that is healthy and good for everybody.
We want to turn that addiction into a practice where health is always put into
consideration. Because malunggay had been known as the “miracle vegetable”,
entrepreneurs grab this opportunity and make products out of malunngay.
Malunggay cupcakes already exist, but it does not widely introduced in to the
market.
It is not impossible to make a delicious cupcake that is also good in to our
health. It just depends in to the right mixture of ingredients. We’ve agreed to use the
sweet potato as our flour and put a filling in the malunggay cupcake to innovate the
said product.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 48
In terms of marketability, the cupcake market is coming to be and soon it will
be watched by investors for potential business ventures. In the meantime, small shop
owners are coming out to set up and sell delicious cupcakes to those who could use a
yummy snack or treat. The good news about the cupcake market is that competition
is heating up and the pressure to produce great, low priced cupcakes is on. The bad
news is for entrepreneurs on the other side of the fence that are trying to just break
even keeping their stores open. Regardless, the increased attention for the snack
marks a new cultural change that will shape the future of the food business.As a
country, we are producing millions of cupcakes by the droves and crates to be
shipped anywhere. Maybe we could close our trade gap by marketing these rapid fire
cupcakes overseas not just on the local market parse.
Chapter 3
RESEARCH DESIGN AND METHODOLOGY
Designing research methodology is the most difficult work that researchers
need to face. Because it is the stage where a researcher design methods of collecting
necessary information, test and retest the methods and lastly, come out with a
proven methodology needed in this kind of study. Simplifying the procedures by
defining first the respondents, survey area and sample size, followed by data
collection methods and procedures presentations and the description of the research
questionnaire and various statistical instrument used in the end is the objective of
the research design and methodology.
Primary and Secondary data is used in the study. Statistics and background
material was gathered from the maker of the cupcake. For the primary data a
personal interview survey with the assistant of structured questionnaire was
conducted in the First District of Laguna (San Pedro, Binan and Sta. Rosa).
Primary Data
Market Acceptability ofSweet Potaro-Malunggay Cupcake 49
In analyzing the Acceptability of Sweet Potato Malunggay Cupcake in the First
District of Laguna (San Pedro, Binan and Sta. Rosa), actual interviews were
conducted with several household and students. The several household and students
are chosen because they could tell the acceptability of the said product.
In that matter, presentation of whatever data in this study has been gathered
from an interview conducted on a one-on-one basis.
Survey Area
Area to be cover in this study by the researcher is the First District of Laguna
(San Pedro, Binan and Sta. Rosa).
Respondents
The total sample respondents in this study is 400, consist of several
households and students in the First District of Laguna (San Pedro, Binan and Sta.
Rosa).
Research Design
A descriptive method was used in this study. The objective of this study is to learn
the who, when, what and how.
WHO: In the primary data, the respondents were the households (children,
teenagers and adults who eat cupcake. A total of 400 were gathered.
WHAT: Are the problems and objectives of this study.
WHEN:The survey was conducted in the course of the call made by the researcher.
WHERE: San Pedro, Binan and Sta. Rosa (the first district of Laguna). This would be
unbiased on the location where the sample size was taken.
HOW: A personal interview was held with the help of questionnaire to be filled up by
the respondents.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 50
Field Data Gathering
Several days before the distribution of the questionnaires; the researcher
looked for the areas in San Pedro, Binan and Sta. Rosa. These locations are chosen
where we can conduct the survey.
To minimize time and transportation expenses we made schedules that
conform with our plans.
Control Procedure
To make sure in the quality of the data, the questionnaires were form through
a long period of analysis and undergo on a brain storming process. Several revisions
were made to avoid and reduce errors. Since the sequence of the questions is
important, we carefully choose the simplest questions to be on the beginning and the
hardest questions on the latter.
Secondary Data
Secondary data refer to information which is taken from published and
unpublished facts, and are previous gather by other individual. Some are gathered
through the different websites in the internet, and other books, which contain topics
about the product.
We also used the population census on San Pedro, Binan and Sta. Rosa as our
secondary sources to determine the total population on the first district which
provides very useful information about the market acceptability of our product.
Statistical Tools
Market Acceptability ofSweet Potaro-Malunggay Cupcake 51
Data gathered, were analyzed through the following statistical instruments:
Population
To come up with the most appropriate representation that will determine the
market acceptability of "Sweet Potato-Malunggay Cupcake", the proponents decided
to conduct the survey from the 1st District of Laguna.
Sample Size
The proponents first determined the total population of the municipalities,
involved in the study, with in San Pedro, Binan and Sta. Rosa. The sample size and
the sample were derived from the municipality. The Sloven's formula was utilized for
the computation of the sample size:
Where:
N = Population
e = Margin of Error
n = Sample Size
Given:
N = 914,480
e = 5% or 0.05
n = ?
Formula: n = N
1 + Ne2
Computation: n = 914,480
1 + 914,480 (0.05)2
Market Acceptability ofSweet Potaro-Malunggay Cupcake 52
= 914,480
1 + 914,480(0.0025)
= 914,480
1 + 2,286.2
= 399.825
= 400
Percentage or Relative Frequency Distribution
It is the fraction of all observations which fall into a category. The percentage
for a category is then the proportion multiplied by 100.
In symbol, it is expressed as:
P I = nI / n (100)
Where:
PI = percentage
nI = any number falling into a category
n = total number of observations
Market Acceptability ofSweet Potaro-Malunggay Cupcake 53
Distribution of Sample Size per Barangay of
San Pedro
BARANGAYPOPULATION
PERCENTAGE
SAMPLE SIZE
BagongSilang 5,860 1% 3
Cuyab 22,755 2% 10
Estrella 5,584 1% 2
G.S.I.S 2,662 0% 0
Landayan 28,677 3% 13
Langgam 17,965 2% 8
Laram 6,148 1% 3
Magsaysay 12,666 1% 6
Nueva 9,070 1% 4
Poblacion 6,360 1% 3
Market Acceptability ofSweet Potaro-Malunggay Cupcake 54
Riverside 4,605 0% 2
San Antonio 51,895 6% 23
San Roque 8,599 1% 4
San Vicente 94,096 10% 41
Santo Niño 4,417 0% 2
United Bayanihan 5,881 1% 3
United Better Living 7,356 1% 3
Sampaguita Village 4,960 1% 2
Calendola 4,140 0% 2
Narra 2,094 0% 0
TOTAL 305,790 33% 134
Distribution of Sample Size per Barangay of
Biñan
BARANGAY POPULATION PERCENTAGE SAMPLESIZE
Bungahan 1,593 0% 0
Malamig 2,770 0% 0
Casile 3,557 0% 0
Ganado 3,694 0% 2
Biñan 3,742 0% 2
Zapote 4,025 1% 2
Poblacion 4,409 1% 2
San Jose 5,837 1% 3
Loma 6,033 1% 3
Mamplasan 6,068 1% 3
Sto. Domingo 6,100 1% 3
Market Acceptability ofSweet Potaro-Malunggay Cupcake 55
Tubigan 6,542 1% 3
Soro-Soro 7,607 1% 3
Sto. Niño 7,656 1% 3
Timbao 8,900 1% 4
Platero 13,000 1% 6
San Vicente 15,831 2% 7
Canlalay 19,023 2% 8
San Francisco 21,357 2% 10
San Antonio 21,582 2% 10
Langkiwa 25,371 3% 11
Malaban 27,239 3% 12
Dela Paz 29,798 3% 13
Sto. Tomas 46,715 5% 21
TOTAL 298,449 33% 131
Distribution of Sample Size per Barangay of
Sta. Rosa City
BARANGAY POPULATION PERCENTAGESAMPLE SIZE
Aplaya 13,550 1% 6Balibago 15,777 2% 7Caingin 14,214 2% 6Dila 34,959 4% 15Dita 24,240 3% 11Don Jose 16,481 2% 7Ibaba 5,824 0% 3Kanluran (Pob) 5,727 0% 3Labas 17,369 2% 8Macabling 17,012 2% 7Malitlit 24,073 3% 11Malusabe (Pob) 5,625 0% 2Market Area (pob)
16,2522% 7
Pooc 25,307 3% 11Pulong Santa Cruz
19,1072% 8
Santo Domingo 3,041 0% 1
Market Acceptability ofSweet Potaro-Malunggay Cupcake 56
Sinalhan 23,723 3% 10Tagapo 27,960 3% 12Total 310,241 34% 135
TOWN PERCENTAGE SAMPLE SIZE
SAN PEDRO 33 134
BINAN CITY 33 131
STA. ROSA 34 135
TOTAL 100% 400
CHAPTER 4
ANALYSIS, PRESENTATION AND INTERPRETATION OF DATA
This chapter shows the results after conducting survey in the 1st district of
Laguna. The survey questionnaires were used as research instruments, distributed on
the specified number of respondents needed. From the total population of 914,480,
400 respondents were taken as the sample size based on the computation provided
on chapter 3. The respondents’ answers were tallied, summarized, analyzed,
presented, and interpreted in relation to the market acceptability. From the tallied
result, general characteristics of the target market were drawn. Tables are used in
the presentation of facts, because of its simplicity and effectiveness in comparing
variables. After each presentation, interpretation was made in relation to the validity
of the proposal.
Demographic Profile
Market Acceptability ofSweet Potaro-Malunggay Cupcake 57
Table 4.1
Educational Attainment
Educational Attainment Frequency Percentage
Primary 59 14.75%
Secondary 177 44.25%
Tertiary 76 19%
Others 88 22%
Total 400 100%
Table 4.1 shows that out of 400 respondents, 59 or 14.75% have an educational
attainment of primary, 177 or 44.25% are secondary, 76 or 19% are tertiary and 88
or 22% are other than those mentioned earlier.
Table 4.2
Age
Age Frequency Percentage18-27 89 22.25%28-37 59 14.75%38-47 76 19%48-57 168 42.25%Others 48 12%Total 400 100%
Table 4.2 shows that out of 400 respondents, 89 or 22.25% aged 18-27, 59 or
14.75% aged 28-37, 76 or 19% aged 38-47, 168 or 42.25% aged 48-57 and 48 or
12% aged other than the given ones.
Table 4.3
Gender
Market Acceptability ofSweet Potaro-Malunggay Cupcake 58
Gender Frequency Percentage
Male 136 34%
Female 264 66%
Total 400 100%
Table 4.3 shows that out of 400 respondents, 136 or 34% are male while 264 or
66% are female.
Table 4.4
Location
Table 4.4 shows that out of 400 respondents 134 or 33.5% are located in San Pedro,
131 or 32.75% are located in Biñan and 135 or 33.75% are located in Sta. Rosa
Psychographic Profile
Table 4.5
Customer who eat vegetables
Table 4.5 shows that out of 400 respondents, 332 or 83% are eating vegetables and
68 or 17% are not eating vegetables.
Table 4.6
Customer who eat Malunggay
Location Frequency Percentage
San Pedro 134 33.5%
Biñan 131 32.75%
Sta. Rosa 135 33.75%
Total 400 100.%
Response Frequency Percentage
Yes 332 83%
No 68 17%
No Response 0 0%
Total 400 100%
Market Acceptability ofSweet Potaro-Malunggay Cupcake 59
Response Frequency PercentageYes 256 64%No 76 19%
No Response 68 17%Total 400 100%
Table 4.6 shows that out of 400 respondents, 256 or 64% are eating Malunggay and
76 or 19% are not eating Malunggay.
Table 4.7
Customer who preferred to eat Malunggay Cupcake
Response Frequency PercentageYes 228 57%No 28 7%
No Response 144 36%Total 400 100%
Table 4.7 shows that out of 400 respondents, 228 or 57% are preferred to eat
Malunggay Cupcake and 28 or 7% are not preferred to eat Malunggay Cupcake.
Table 4.8
Customer who eat Sweet Potato
Response Frequency PercentageYes 268 67%No 132 33%
No Response 0 0%Total 400 100%
Table 4.8 shows that out of 400 respondents, 268 or 67% are eating Sweet Potato
and 132 or 33% are not eating Sweet Potato.
Table 4.9
Customer who preferred to eat cupcake made from sweet potato flour
Response Frequency PercentageYes 169 42.25%
Market Acceptability ofSweet Potaro-Malunggay Cupcake 60
No 99 24.75%No Response 132 33%
Total 400 100%
Table 4.9 shows that out of 400 respondents, 169 or 42.25% are preferred to eat
cupcake made from Sweet Potato flour and 99 or 24.75% are not preferred to eat
cupcake made from Sweet Potato flour.
Table 4.10
Cupcake preferred by customer
Response Frequency Percentage
Tested Cupcakes 152 38%Malunggay cupcake made
from sweet-potato flour with leche flan filling 248 62%
Total 400 100%
Table 4.10 shows that out of 400 respondents, 152 or 38% preferred to eat the
tested cupcake and 248 or 62% preferred to eat the “Malunggay cupcake made from
sweet-potato flour with leche flan filling”.
Table 4.11
Ingredients that customers doesn’t like in the “Malunggay cupcake made from sweet-potato flour with leche flan filling”
Response Frequency Percentage
Malunggay 114 28.5%
Market Acceptability ofSweet Potaro-Malunggay Cupcake 61
Sweet Potato Flour 23 5.75%
Leche Flan 15 3.75%
No Response 248 62%
Total 400 100%
Table 4.11 shows that out of 400 respondents, 114 or 28.5% do not like the
Malunggay in the product, 23 or 5.75% do not like the Sweet Potato flour and 15 or
3.75% do not like the Leche Flan.
Table 4.12
Reasons why customers like the “Malunggay cupcake made from sweet-potato flour with leche flan filling”
Response Frequency Percentage
Healthy Ingredients 97 24.25%
New taste Preference 62 15.5%
Taste 89 22.25%
No Response 152 38%
Total 400 100%
Table 4.12 shows that out of 400 respondents, 97 or 24.25% like the healthy
ingredients of the product, 62 or 15.5% like the product because of their new taste
preference and 89 or 22.25% like the taste of the product.
Table 4.13
Customers who will buy “Sweet Potato-Malunggay Cupcake with Leche Flan Filling”
Response Frequency Percentage
Market Acceptability ofSweet Potaro-Malunggay Cupcake 62
Yes 256 64%No 144 36%
No Response 0 0%Total 400 100%
Table 4.13 shows that out of 400 respondents, 256 or 64% have answered positively
that they are going to buy Sweet Potato-Malunggay Cupcake with Leche Flan Filling
while 144 or 36% have answered negatively, meaning they are not going to buy the
said proposed product.
Table 4.14
Customers Reasons why they will buy “Sweet Potato-Malunggay Cupcake with Leche Flan Filling”
Response Frequency Percentage
Health Benefit 102 25.5%
Taste 72 18%
Both 82 28.5%
No Response 144 36%
Total 400 100%
Table 4.14 shows that out of 400 respondents, 102 or 25.5%% have replied that
they will buy the proposed product because of its health benefits, on the other hand
Market Acceptability ofSweet Potaro-Malunggay Cupcake 63
72 or 18% have responded “it is because of its taste” and lastly, 82 or 28.5% have
reasoned out “it is because both health benefits and taste were put into
consideration why they will buy the said product”.
Table 4.15
Customers’ Reasons why they will not buy “Sweet Potato-Malunggay Cupcake with Leche Flan Filling”
Response Frequency Percentage
Taste 35 8.75%it cannot compete w/other
tested cupcake 69 17.25%
Both 40 1%
No Response 256 64%
Total 400 100%
Table 4.15 shows that out of 400 respondents, 35 or 8.75% have replied that they
will not buy the proposed product because of its taste factor, 69 or 17.25% have
risen for the reason that the product cannot compete with other tested cupcakes,
and 40 or 1% have chosen for both taste and being incompetent of the proposed
product with other tested cupcakes.
Table 4.16
How often the customer will buy the product
Market Acceptability ofSweet Potaro-Malunggay Cupcake 64
Response Frequency Percentage
Once a week 58 14.5%Twice a week 101 25.25%
Thrice a week 97 24.25%
No Response 152 38%
Total 400 100%
Table 4.16 shows that out of 400 respondents, 58 or 14.5% will buy the product
once a week, 101 or 25.25% twice a week and 97 or 24.25% thrice a week.
Table 4.17
Price that the customer preferred to buy the “Malunggay cupcake made from sweet-potato flour with leche flan filling”
Response Frequency Percentage
8 php 159 39.75%
9 php 59 14.75%
10 php 38 9.5%
No Response 144 36%
Total 400 100%
Table 4.17 shows that out of 400 respondents, 159 or 39.75% prefers to buy the
new product at 8php, 59 or 14.75% at 9php and 38 or 9.5% at 10php.
Table 4.18
Place that the customer preferred to buy the “Malunggay cupcake made from sweet-potato flour with leche flan filling”
Response Frequency Percentage
Convenient Store 54 13.5%
Supermarket 154 38.5%
Market 48 12%
Market Acceptability ofSweet Potaro-Malunggay Cupcake 65
No Response 144 36%
Total 400 100%
Table 4.18 shows that out of 400 respondents, 54 or 13.5% prefers to buy the
product at the convenient store, 154 or 38.5% at the supermarket and 48 or 12% at
the market.
Table 4.19
Type of Packaging that the customer preferred in the “Malunggay cupcake made from sweet-potato flour with leche flan filling”
Response Frequency PercentageDesigned Mini Plastic 223 55.75%
Boxes 15 3.75%Others 18 4.5%
No Response 144 36%Total 400 100%
Table 4.19 shows that out of 400 respondents, 223 or 55.75% prefers the packaging
of the product in designed mini plastic,15 or 3.75% in boxes and 18 or 4.5% in other
than the given one.
Table 4.20
How the Customers would like the product To Be Advertised
Response Frequency Percentage
Television 143 35.75%
Market Acceptability ofSweet Potaro-Malunggay Cupcake 66
Print Ads 100 25%
Radio 8 2%
Others 5 1.25%
No Response 144 36%
Total 400 100%
Table 4.20 shows that out of 400 respondents, 143 or 35.75% would prefer the
product to be advertised through television, 100 or 25% through print ads, 8 or 2%
through radio and 5 or 1.25% through other than the given one.
MARKET ACCEPTABILITY
Gross Market Acceptability Rate 64%
Less: Conservatism Rate 25%
Net Market Acceptability Rate (NMAR) 39%
Total No. of Population 914,480
Multiply by NMAR 39%
Market Potential 35,665
No. of Respondents willing to buy:
Once a week: 58
No. of weeks x 52 3,016
Market Acceptability ofSweet Potaro-Malunggay Cupcake 67
Twice a week: 101
No. of weeks x 104 10, 504
Thrice a week: 97
No. of months x156 15,132
POTENTIAL DEMAND 28,652
CHAPTER 5- SUMMARY, CONCLUSION, AND RECOMMENDATION
This chapter presents the summary, conclusion, recommendation, on the
research study done by the proponents regarding introduction of manufacturing of
sweet potato malunggay cupcake.
Summary
The proponent used descriptive method in gathering information in this study.
The target market is the consumers in the 1st district of Laguna (San Pedro, Binan,
and Sta. Rosa, Laguna). The researcher computed the sample size that resulted in
400. In gathering data, the proponents formulated a set of questions, which were
Market Acceptability ofSweet Potaro-Malunggay Cupcake 68
used in conducting survey. The questionnaire is made up of the Demographic and the
Psychographic Profile of the consumers.
Findings
1. In terms of demographic profile, majority are females.
2. In terms of psychographic profile, it results that majority of the
respondents are willing to buy the product at the supermarket. It also
results that majority of them are willing to buy the product at a price of 8
pesos.
3. The study has gathered 64% or 256 of the respondents are willing to buy
the proposed product.
After all the needed data were gathered and proven reliable and accurate, the results
were tabulated, analyzed and interpreted. The consumers prefer a plastic container
for the product.
Conclusion
Based on the study, it shows that there is a demand for the product. The
proponents therefore arrived at the conclusion that if the Sweet Potato Malunggay
Cupcake is manufactured and introduced in the market First District of Laguna,
product will be accepted.
Recommendation
The proponents are recommending the pursuit of the project.
Market Acceptability ofSweet Potaro-Malunggay Cupcake 69