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Marketing Research
Introduction
Ice Cream is one of the most popular deserts anywhere in the world. A lot of people favor ice cream particularly on a hot summer day. People from all ages and from all walks of life indulge in this delightful and delectable snack. Even health-conscious individuals prefer to eat ice cream because of its nutritious, calcium-rich content.
In Assumption College school cafeteria, ice cream is one of the few deserts they offer to students. Although students buy it, it is not as 'saleable' as expected. Probably, one of the reasons is because there are only a few options for the consumers to choose from. There are only two brands sold in the school canteen, namely Magnolia and Selecta. This is a matter that led to the topic of this research study.
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The significance of this study is to make suggestions to the school cafeteria head on how they can better serve the students, faculty and other school personnel as their consumers. Likewise, the consumers demand to be provided of their wants and needs in terms of the food being served, particularly of their favored ice cream desert. On the other hand, this research only covers a study on what brands of ice cream most Assumption students prefer, as well as their opinions and recommendations about their satisfaction and needs from the cafeteria service.
Marketing Research Process
I.Marketing Problems and Research Objectives
The marketing problem of this study is the inadequate sales of ice cream sold in the school cafeteria. This problem results from the infrequent consumption of ice cream in the cafeteria. An observation that not many Assumptionists purchase ice cream in the school led the researchers to come up with their research objective, which is to determine what brands of ice cream are most preferred by the Assumption students.
In conducting the research, a research plan was organized and devised in order to determine the respondents' opinion regarding the marketing problem. These opinions will serve as the researchers' guide to discern the answer to their marketing problem.
II.Research Design
1. Types/Sources of Data
The type of data that was used in this research is primary data. A data in the form of a questionnaire was presented to 57 Sophomore Business students.
The researchers found it a little difficult to obtain response from the respondents but after a thorough survey and inquiry cooperation was acquired.
Secondary data was also used in reference to the statistical treatment of the study.
.Research Approach
On the other hand, the researchers employed an approach through a survey. Fifty-seven (57) survey forms were given to fifty-seven (57) Assumption Sophomore Business students. They were asked to answer the questionnaire with their honest opinions so as to enable the researchers to know what brands of ice cream most Assumption students prefer, as well as the reasons that make them choose said brands.
.Research Instruments
In this study, the research instrument used is a questionnaire. A set of questions was handed out to respondents for their answers. The types of questions were both closed-end and open-end questions in order to obtain the information needed and thus better comprehend their viewpoint and recommendations.
4. Sample Plan
a.Sampling Units
The researchers conducted a survey with sophomore BSC students of Assumption College as respondents.
b.Sample Size
The researchers asked the opinions of fifty-seven (57) respondents regarding the survey. Using the Sloven Formula, the total number of respondents was derived
______N______
1 + Ne
= _____15______
1 + (15) (10%)
= 57
where
nsample size
N- total number of sophomore BSC students
emargin of error
c.Sampling Procedure
The researchers used a probability sampling procedure in order to have equal samples and to avoid biases. Under probability sampling, cluster random sample was used. The survey was taken by year level and by majors.
5.Contact Method
The research was conducted through personal distribution of the survey form to the respondents.
III.Gathering of Data
In gathering the needed information, a method of 'Do it Yourself' was done. The researchers, as a pair, relied on themselves in conducting the study. Since a primary data was needed, the researchers personally presented the questionnaires to the respondents, tabulated survey results and analyzed research findings. However, it is important to note that this research study is limited only to the school cafeteria of Assumption College.
IV.Interpretation of Data
•Tabulation
•Statistical Treatment
Table 1 Number of Students who like and who don't like to eat Ice Cream
MajorsNumber of Students who eat Ice CreamFrequencyPercentage (%)Number of Students who don't eat Ice CreamFrequencyPercentage
AgesAges
18 1 0
18 1 0
Marketing7 4 111.40 0 000
International Business6 7 11450 0 000
Entrepreneurship 5 1814.0 0 000
Accountancy 0 05.41 0 01100
Management Information Systems 1 158.0 0 000
Management7 6 11450 0 000
TOTAL85561000 0 01100
TableHow frequently respondents buy and eat Ice Cream
MajorsAlways%Often%Sometimes%Occasionally%Rarely%
Marketing46.750.8111.1.00
International Business5.416.7444.4116.700
Entrepreneurship16.71.5.116.7150
Accountancy008.00116.700
Management Information System1.8.111.10000
Management08.111.1116.7150
TOTAL1510041001006100100
Table A Brands of Ice Cream respondents prefer
MajorsSelecta%Magnolia%Arce%Dirty Ice Cream%Dryers%
Marketing18718.1.4414.5
International Business1610748.668.65.4
Entrepreneurship714718.1.414.17.6
Accountancy65.4000000
Management Information System488.117.1414.00
Management14881.61.45.85.4
TOTAL50100710014100110017100
Table B Brands of Ice Cream respondents prefer
MajorsDippin-Dots%Haagen Daaz%Dairy Queen%Baskin Robbins%Others%
Marketing5550.876.1.666.7
International Business4065415.467.1.
Entrepreneurship15416.7415.467.00
Accountancy00001.814.500
Management Information System158.11.51.600
Management757.76.1.600
TOTAL010041006100100100
Table 4A Product Attributes
MajorsTaste%Quality%Texture%Price%Packaging%
Marketing11.475.8.714.0
International Business145518.566.148.60
Entrepreneurship814.518.5417.414.00
Accountancy5.40014.1.4110
Management Information System58.11.1417.414.0
Management14575.66.117.10
TOTAL5610071001001410010100
Table 4B Product Attributes
MajorsNutritional Facts%Advertisement%Word of Mouth%
Marketing116.78.6150
International Business.114.00
Entrepreneurship116.7114.00
Accountancy116.70000
Management Information System116.78.6150
Management00114.00
TOTAL61007100100
Table 5 Place where respondents usually buy Ice Cream
MajorsSupermarket%Sari-Sari Store%Ice Cream Vendor%Others%
Marketing81.6007.51.1
International Business1070011.57.
Entrepreneurship410.8000046.4
Accountancy8.1000000
Management Information System1.70011.57.
Management11.7007.500
TOTAL710000810011100
Table 6 Time of the day respondents often buy or eat ice cream
MajorsBreakfast%Lunch%Dinner%Snack%Others%
Marketing000000844.441.8
International Business0060504.517.
Entrepreneurship00100 11.1517.
Accountancy00001515.61.4
Management Information System00000 0 517.
Management00101516.71
TOTAL005100410018100100
Table 7 Price range respondents are willing to spend in buying ice cream
MajorsP8-P15%P16-P5%P6-P50%Others%
Marketing1.4.516.150
International Business0057.885.815
Entrepreneurship0016.741.15
Accountancy0016.70000
Management Information System0015.641.00
Management66.711.110.00
TOTAL1001810011004100
Table 8 Ice Cream size respondents prefer most
MajorsCone%½ Gallon%Pint%Ice Drop%Cup%
Marketing11.157.87.50018.
International Business78.57.8000018.
Entrepreneurship11.115.600110046.4
Accountancy11.115.6000000
Management Information System15.611.150000
Management4.4.7.5007.
TOTAL18100181008100110011100
TableSatisfaction of respondents with the brands of Ice Cream that are sold in the canteen
MajorsYes%No%Not Applicable%
Marketing158.150
International Business608500
Entrepreneurship556.15
Accountancy101.100
Management Information System156.00
Management15101.15
TOTAL01001004100
Table 10 Respondents' opinion if there is a need for the school cafeteria to acquire more brands of Ice Cream
MajorsYes%No%No Comment%
Marketing10.000
International Business18.11000
Entrepreneurship511.1000
Accountancy1.000
Management Information System511.10000
Management114.401100
TOTAL45100101001100
Table 11 Whether to agree to pay a higher price if suggested brands will be available in the cafeteria
MajorsYes%No%No Comment%
Marketing75.415.41.
International Business1140.711.500
Entrepreneurship7.46.100
Accountancy0011.500
Management Information System7.411.500
Management518.76.66.7
TOTAL71006100100
V. Presentation of Research Findings
In this research study, the researchers have gathered several responses from the opinions and suggestions of Assumption Sophomore Business students regarding the marketing problem. The researchers found out that Assumption students, particularly the sampling units (Sophomore Business students), are not satisfied with the brands of ice cream sold in the cafeteria. As a result, there is an inadequate sale of ice cream in the school cafeteria.
Out of 57 respondents, 56 students have answered 'yes' to the question whether they like ice cream or not, while only 1 answered 'no'. In the Business course, Marketing, there were 1 respondents who like to buy and eat ice cream often. The Management course, with 14 respondents and Entrepreneurship students likewise often consume ice cream, while the International Business students, which comprised of 14 respondents, always buy and eat ice cream. On one hand, the 5 respondents from the Management Information System course resulted to a tie of 'always' and 'often' in terms of frequent buying of ice cream. However, the 4 Accounting respondents withice cream lovers (1 has terminated the survey), had chosen 'often' in purchasing ice cream.
In the survey conducted, the 5 leading brands most respondents prefer are the following
•Selecta, which gained 50 responses from the sample size
•Magnolia, gained 7 responses
•Dairy Queen, with 6 responses
•Haagen Daaz, obtained 4 responses
•Baskin Robbins, withresponses
In spite of themost favored brands that resulted in the survey, and are also sold in the cafeteria, doesn't mean that the cafeteria satisfies the needs and wants of the students.
The topproduct attributes of ice cream looked for by the respondents
oTaste, which obtained 56 responses
oQuality, with 7 responses
oTexture,responses
The students buy ice cream based on their personal choice. They consider the
contents of an ice cream more than the influence of advertisements, nutritional facts and other similar factors.
In the aspect of the place where the respondents usually buy ice cream other than at the school canteen is the supermarket which had 7 answers. In fact, some don't even buy ice cream in the school cafeteria since the choice of brands is too limited.
On the other hand, it really doesn't matter on what time of the day the respondents buy or eat ice cream since most have answered that they only do so when they feel like eating or craving for ice cream.
With regards to the price, the amount the respondents are willing to spend in buying ice cream is ranging from P6.00-P50.00. Moreover, there are those who disregard the price as long as they are satisfied with the product. In fact, the study showed that if suggested brands would be available in the cafeteria, they would agree to pay a higher price.
The ice cream sizes that the students prefer most are ½ gallon and ice cream cone. This is a factor that the cafeteria should consider in order to improve their sales since it is the consumers' choice.
Basically, majority of the respondents are not satisfied with the brands of ice cream sold in the canteen. To enumerate some reasons why they are not satisfied are
•"What I prefer is not sold"
•"I need more choices"; "limited/few choices"
•"Few choices & too expensive"; "costs too much"
•"they only acquire a certain brand of ice cream"
•"it all tastes the same, they should add more"
Respondents have suggested different brands of ice cream to be sold in the cafeteria such as Haagen Daaz, Dairy Queen, Baskin Robbins and Arce.
Lastly, the comments respondents have about ice cream are
•"Ice Cream adds to my bulges"
•"" ; "Sarap"
•"Ice Cream, I like"; "I love Ice Cream & besides I love Dess & Mel"---julie
•"It's a good source of calcium so it's a healthy alternative for milk"
•"Ice cream, though it is a desert, is high in nutrients because it contains milk. And milk is a good source of calcium. I think that ice cream is the healthiest snack." 
Respondents also feel that locally made ice creams compared to imported ones are cheaper, less authentic and innovative. Although local ice cream could be as competent and delicious because it almost reaches the same quality and taste. 
Bibliography
Lehmann, Donald R. (18). Market Research & Analysis.rd Ed. USA R.R. Donnelley & Sons Co.
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