De La Salle University-Manila Ramon V.

del Rosario-College of Business AY 2012-2013 Term 2

A Usage, Attitude, and Image(UAI) study on Granny Goose

Submitted to: Mr. Benjamin Encarnacion In partial fulfilment of the academic requirements of MARKRES

Submitted by: Ang, Jan Daniel Flores, John Derick Gollaba, Janelle Libunao, Jielene Arriana To, Joyce Yong, Jam Nicole

December 7, 2012

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION

CHAPTER 2: REVIEW OF RELATED LITERATURE

15

CHAPTER 3: METHODOLOGY

18

CHAPTER 4: PRESENTATION AND DATA ANALYSIS

21

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS24

BIBLIOGRAPHY

24

APPENDICES

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EXECUTIVE SUMMARY This paper is all about the UAI study on Granny Goose. This study aims to find out the different attributes that influence the public utility bus conductors snack food preferences; particularly that of the Granny Goose brand. The main objective of the group is to come up with recommended strategies that will help Granny Goose boost their sales and to raise market share for the next five years. The group used a descriptive research type of study, and used a nonprobability sampling method particularly convenience sampling. Throughout the course of the data gathering and analysis, the group observed that Granny Goose has a relatively high reach ratio but low on both the conversion and retention ratio. It can be implied that consumers are getting the wrong message from the advertisements, and they need to develop product testing to further improve their retention ratio. The respondents who have tried their product are maybe not satisfied enough for them to retain their usage. Granny Goose also has a low relative share of the market The groups recommendation for Granny Goose are the following: come up with promotional campaigns to make people try Granny Goose products, have promotions that have the right message to encourage consumers to try their product, develop product testing to improve the product to increase their retention ratio, and offer more product variants that use health-enhancing ingredients to capture other segments of the market and to entice the consumers to try their product

INTRODUCTION A. Background of the study The snack foods industry has been moving to a healthier direction caused by the current social trend of consumers living a healthier lifestyle. Many businesses in the food industry today, especially fast-food chains, are developing their menus to a healthier one for the growing population of healthy-minded consumers. Categorically, since the brand Granny Goose, which offers snack foods such as corn chips, is considered to be a junk food; it is seen as unhealthy by many. Some consumers even push for the banning of such food in school canteens. As a result, there is a decline in demand of junk foods or snack foods. In line with this, there are new technological advancements that can help change the perception of people towards snack foods. There are innovative ways to lessen the oil content in potato chips, and vegetable chips are also being introduced to the market. With these new means to promote the healthy appeal of snack foods to consumers, companies can gradually diminish the bad reputation of snack foods and encourage the consumers to try new products that are not only tasty, but healthy as well. Despite the economic difficulties that being experienced by food and beverage companies in major markets, the snack foods industry has managed to take hold of their consumers. In addition, it is stated that the meltdown in the global economy had a milder effect on the snack foods market. There have been a number of new products and brands in the recent years; this is because the manufacturers sought to entice consumers using new flavors that they provided. Low prices continue to greatly affect the decision-making of consumers especially during difficult times. Other factors also affect the decisions of consumers, such as preservatives content, salt content, and other nutritional facts. Moreover, the changes in lifestyle combined with a lithesome approach towards career have fueled the consumption of snack foods over the years. An example
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of this is the women that are becoming more focused on their careers. These women no longer have ample time to prepare food so they consume more of the convenient snack foods. Consumers in the developed world subsequently seek factors such as health, taste and convenience in snack foods. Due to the inflation in commodity prices, companies are shifting to technological advancements and the improvement in their supply chain management to maintain operating margin and profits. Product innovations are one way to be able to attract new consumers. The usership, attitude of consumers and the image of Granny Goose will be the subejct that the researchers will consider in the study of snack foods market environment. Questionnaires were formulated to fit the objectives of the research. The respondents were exclusively directed to a certain group, which is the group of bus conductors. The specific problem and objectives, research framework, scope and limitation, and research hypothesis will be further explained in this paper and at the end of the study, a further analysis, interpretation and conclusion of the findings will be discussed. Accordingly, this study is a crucial management tool for helping the brand manager of Granny Goose to discover whether or not the product or service that they are providing is actually desired by their customer base. Its purpose is to gather data on customers and potential customers. The collected data will then aid business decision-making. This research will provide input regarding consumer preference and satisfaction that is vital information for the business. It would help strengthen the brand and boost its sales.

SWOT Analysis for Granny Goose After identifying the factors affecting the competitiveness of the industry, an analysis of the organizational strength and weaknesses is also necessary in order to determine the aspects it needs to improve and alter. The identification of opportunities and threats is also important to aid the organization in drafting a marketing plan and identify the areas it needs to put focus on. A summary of the SWOT analysis is shown in table below.
STRENGTHS -Affordable Prices -It caters to the masses -It has developed a good reputation in the early 2000s -The brand, formerly owned by the General Milling Corporation, is now managed by URC which will mean more resources for its promotions and development. WEAKNESSES -Lesser appeal to the other segments of the market, especially young adults -Lack of marketing for the brand -Has little market presence or reputation today - Has only four brands under the mother brand Granny Goose (Kornets, Tortillos, Brew Bud and Chillos) - Not much information about their brand to the Market OPPORTUNITIES -They may consider looking for other potential target markets - They could promote their brand better to attract more buyers - Add more variations to their mother brand which will target a specific market - Potential of expansion in nearby Asian markets THREATS - Shift in consumer choice from traditional snacks to health-enhancing snack food - The majority share of the market is mostly with the leading brands (Jack & Jill and Oishi) - Granny Goose is having a hard time to compete with the leading brands, especially with the mother brand, Jack n Jill which is also managed by the same company - Main competitors have more diversified brands

- Emergence of new products

Strengths The company's primary strength is its affordable price. (e.g a 160g of Tortillos only costs about P28 pesos while a 100g pack costs around P12-P15). With that, its affordable price appeals to the masses. Also, the Granny Goose brand has a well-built awareness in the early 2000s and the consumers who have been patrons of their products before could be an asset to the planned marketing plan for 2013. Another strong point of the Granny Goose brand today is its being a part of the snack foods line of the Universal Robina Corporation. The company has great access to raw materials and wide resources to develop the brand today.

Weaknesses A weakness of the Granny Goose brand is its lesser appeal to the other segment of the market, most especially young adults in the range of 15-25 years old. This segment comprises a significant portion of the population and can increase the revenue substantially. The brand also has insufficient marketing efforts to increase the awareness of the brand. There are no television advertisements or sales promos seen right now for Granny Goose. In addition, there are only
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about four sub-brands under the Granny Goose mother brand, namely: Kornets, Tortillos, Brew Bud and Chillos, wherein the last two are very rarely seen in grocery shelves. Lastly, there is not much access to information about Granny Gooses history and product descriptions over the Internet and other sources of data.

Opportunities A large portion of the domestic market in the Philippines is not yet fully saturated, thus providing opportunities for Granny Goose to grow. URC can still expand the distribution of Granny Goose products inside the country to reach more consumers. The advancement in technology such as the importance of the Internet also provides opportunity for the company to have greater access to consumers, especially the young adults. Technological progress also offer improvements in the manufacturing processes of the company and in research and development area to improve its products. Since they currently have four names under Granny Goose, they could add two to three more sub-brands which will cater to niche markets and rival those of the other companies. There is also a potential to expand in the international market especially within the nearby countries in Asia. URC currently operates in Thailand, Malaysia, Indonesia, China, Hong Kong, Singapore and Vietnam, and they could penetrate Granny Goose into these markets.

Threats The biggest challenge that company faces is the changing consumer taste in snack food. Consumers are now more health-conscious, most especially parents of children that eat or consume the products. With this changing consumer perception is the emergence of new snack
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food products that are enriched with healthier ingredients. These serve as threat to URCs traditional snack food products, including Granny Goose. Another threat to Granny Goose is the fact that URC also holds one of the leading brands in the country, Jack n Jill. Granny Goose is not considered as a brand under Jack and Jill, so this could lead into difficulties in competing with the diversified brands under Jack n Jill. The emergence of small firms with new products is also a threat in Granny Gooses development as these firms also operate where URC operates.

Decision to be made Results of the study will be used for the marketing planning for Granny Goose products for 2013.

B. Conceptual Framework The theoretical framework of this study explains snack foods characteristics relationship with the purchasing decision of service workers, which is also influenced by service workers perception of the overall brand image.

The framework states that how a service worker perceives the usership, attitude and images importance in building Granny Gooses brand has a relationship with their purchasing response. Good perceptions then affects purchasing behavior of a service worker leading to a decision to buy and eat a snack food while a bad perception otherwise. This theoretical framework will be further proven by a thorough analysis of the research survey. The independent variables are the service workers perception, awareness and usage of the snack food brand and the dependent variable is their purchasing decision.
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C. Statement of the Problem This research study aims to answer the following issues: General: What is the product positioning of Granny Goose today regarding consumers usage, attitude, and perceived image of the brand?

Specific: What are the brands of snack foods currently competing with Granny Goose today? How aware are the consumers of the Granny Goose brand? Have consumers seen recent advertisements of the brand? What are the reach,conversion and retention ratios of Granny Goose compared to its competitors? What is the brands market share and size?

D. Objectives of the Study Creating strategic objectives for the marketing plan is necessary for it will serve as the company's guide in achieving its goals. The firm's objectives will help it gain competitive advantage over leading brands and obtain larger market share.
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The general objectives of this research are to:

To learn about the product usage of the market To acquire data on the market's attitude (e.g. expectations in product category) To gain insight on the markets awareness regarding the brands product and advertising To serve as a basis for the creation of the 2013 marketing plan for Granny Goose Specific Objectives: Raise market share to 15% for the next five years Increase advertising and promotional activities by utilizing various forms of media communications to increase greater awareness of the Granny Goose brand and its products in 2013 Increase production and offer at least one healthy product variant of Granny Goose Improve worker productivity in the firm

D. Scope and Limitation of the Study The scope of the study is about the current brand positioning of the Granny Goose brand in the snack foods market and the usership, awareness and perception of the people towards the brand. The research study will be focusing mainly on bus conductors within Metro Manila and their awareness, usage and perception of the brand. The study will comprise of the different atttributes such as awareness data (advertising recall), product usage data (brands ever used and length of time duration of pack size), purchase data (frequency of category buying), and attitude data (flavors preferred). Meanwhile, the limitations of the study are the interviewing time
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pressures for the researchers and the interviewees considering that an average of only five bus conductors are interviewed per hour during the five to six-hour immersions per week of the interviewees in the bus terminals in Metro Manila. Another restraint of the study is the lack of secondary data sources available for the topic of the research. There is only a fair amount of sources that readily offers information regarding the industry of Philippine snack foods market, may it be in books, journals, articles and in the Internet. Also, measurement errors surfaced during the analysis of the interviewees responses and has at least affected the results of the study.

E. Significance of the Study This study will be a significant exertion to come up with the different attributes that influence the bus conductors preference in snack foods and buying behavior, particularly that of the Granny Goose. By understanding why consumers prefer a certain brand of snack foods, the researchers can analyze the reason behind a small market share. Moreover, the researchers can think of ways on how to increase their sales and achieve customer satisfaction. This research will provide recommendations on how to the brand will achieve larger market share. Through this study, the head of the marketing department of the brand Granny Goose will be able to determine the problem or the things they need to improve on in order to increase the sale or consumption of their brand, identifying the problem will aid in identifying the correct solution or improvements for their brand.

CHAPTER 2: REVIEW OF RELATED LITERATURE

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The Food and Agriculture Organization (FAO) of the United Nations posited that snack foods are commonly foods that are eaten between main meals or in the words of Websters definition provided in the year 1757: a light meal eaten between regular meals (2011). Snack foods have a tendency to have a lower nutritional value and they are commonly viewed by many in this way. However snacks come in a variety of types, ranging from raw to cooked foods, and some for example beans and nuts, provide significant amounts of protein and fat. Those snack foods prepared from fruits and vegetables also provide important vitamins and minerals. Moreover, studies in developing countries have shown that 20 to 25 percent of household food expenditure is incurred outside the home, and some segments of the population depend on snack foods. There are millions of single workers without families and a large floating population who move in and out of main rural and urban areas for work, and these people largely depend upon snack foods for their everyday needs. Because of its low cost and convenience, snack foods are consumed each day by an estimated 2.5 billion people worldwide. In Latin America, snack food purchases account for up to 30 percent of urban household spending (Fellows & Hilmi, 2011).

On the contrary, Dr. David Ludwig, a pediatrician and coauthor of a commentary published in 2008 in the Journal of the American Medical Association (JAMA), argues that makers of junk foods have an obligation to stockholders to maximize profits, which means encouraging consumers to eat morenot lessof a company's products. According to the American Federal Trade Commission, food makers spend some $1.6 billion annually to reach children through the traditional media as well the Internet, in-store advertising, and sweepstakes. Most of these ads are for unhealthy products high in calories, sugar, fat, and sodium. Promotions often use cartoon characters or free giveaways to entice kids into junk food.
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Concurrently, in the Asian scene, Oishi, a leading brand in the Philippines of which products are manufactured by the Liwayway Marketing Corporation, is also found to be one of the biggest food brands in China, where it is known as Shanghaojia (which means up and good. In China, on top of these products, Oishi has candies and fruit juices. Its soft candies (in vanilla and other fruity flavors) beat the White Rabbit, which also has been well-received by Filipinos. Oishi is also in Vietnam, where it is the market leader, in Myanmar, Thailand, and Indonesiathe latter two since 2006in India since 2011, and Cambodia in 2012 (San Juan, 2012). China is an attractive market due to its large population and strong economic potential. In almost any industry, many firms vye position to become a leading market player, and the snack market is not an exception to this competition. China's snack food industry is highly competitive with various companies seeking competitive advantage. The Chinese snack market is a $3billion-a-year industry (Terhune, 2005), therefore, foreign and domestic companies are competing to gain a sizeable percentage of the market share from this industry.

On the other hand, in the recent earnings released by the Philippines three biggest food and beverage companies in 2008, the Filipinos bought more snack foods, liquor, and healthy drinks as the general economy slowed in 2008. The Universal Robina Corporation (URC), another leading player in the Philippine snack food market, reported to the stock exchange that its snack foods business grew 26.7 percent in 2008 compared to 2007. The snack foods boosted URCs operations in the last quarter of 2008 when sales reached P6.94 billion, a 17-percent increase from the same period in 2007.The brisk sales of these branded products allowed the Gokongwei-led company to post a double-digit growth in operating profit from October to
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December 2008 at P1.02 billion (Flores, 2009). Also, a study was conducted in 2004 by the Food and Nutrition Research Institute (FNRI) of the Philippines regarding the consumption of fortified foods by Filipino households. The study revealed that the most commonly consumed fortified foods in the market by households are Tang, Eight 'o clock (fruit juices); Magic Flakes (other cereal products); Lucky Me (chicken/beef); Lucky Me Pancit Canton; Payless; Maggi Rich Mami Noodles (instant mami); 555 Sardines in Tomato Sauce (meat & fish products); Minola Premium Edible Oil (fats) ;Papa Banana Catsup (condiments) and Oishi & Jack & Jill (snack foods).

CHAPTER 3: METHODOLOGY A. RESEARCH DESIGN The group will conduct a descriptive research type of study. The raw data that will be collected from the respondents will be used to create data structures that discuss awareness, usage, trial, and other important data regarding the UAI study. This type of research is ideal for this UAI study because it provides information that will help the brand manager take a course of action. Furthermore, the group will mainly use primary data since we conducted one-on-one interviews with the aid of a survey-questionnaire. The questionnaire that will be used by the interviewer focuses on the market share of the different brands of snack foods, their conversion and retention ratios, RSOM, and other related questions that is essential for a UAI study. The group agreed to use one-on-one interviews as a method of data collection, and took into consideration the much needed formality in the study and the concern of the seriousness and cooperation of the respondents. The questionnaire forms will aid the researchers to a comparative
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advantage regarding the results. Studying the different answers of the respondents will guide the researchers to a thorough analysis, and will give way to an accurate and comprehensive conclusion regarding the problem. Secondary data will also aid the group in having background information about the study. B. SAMPLING METHOD The bus conductors population was chosen for this UAI study because the researchers believe that because of the hectic schedules of the bus conductors, they need to hasten their meals during their breaks so they can start their byahe early. Hence, they choose to purchase snack foods instead of full meals. The geographic proximity of the different bus terminals, limited time and resources are the other reasons why the researchers decided to conduct the study about bus conductors. The sampling method used by the group was non-probability sampling method since the resources of the researchers are limited. Non-probability sampling method is relatively simpler and less time-consuming. The group selected the bus conductors based on convenience, knowledge and intuition. To be able to select sampling units or respondents, the researchers gathered information about the activities or schedules of the conductors in the different bus terminals. The information they gathered about the schedules in the bus terminals aided the researchers to determine when they can interview the conductors. Since the researchers sampling method was non-probability sampling method, the type of sampling design used was convenience sampling. The researchers chose to study the responses of bus conductors because most of them regularly ride the buses to and from the university. Furthermore, the group studied the schedules of the buses during certain days, they
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picked the day wherein most of the bus conductors are on their breaks. The group assumed that the target population is homogeneous, and the bus conductors that were interviewed at certain bus terminals are similar to the overall bus conductors population.

C. STATISTICAL TREATMENT OF DATA The group will use descriptive statistics since the group will only summarize and describe the data, and from that data, we will be able to analyze and make recommendations. The group believes that using descriptive statistics will help the group give accurate decisions from the results of the UAI study. To be more specific, we will be conducting a descriptive research as mentioned above since it is the most appropriate research for a UAI study. CHAPTER 4: PRESENTATION AND DATA ANALYSIS A. Brand Awareness, Trial, and Usership

What brands come to your mind when you hear the word snack food?

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Based on the data above, most of the respondents are aware of Granny Goose only if it was mentioned or reminded to them. On the other hand, Jack n Jill is the most remembered by the respondents. This shows that Jack n Jill is the market leader of the snack foods industry, and the next one is the Oishi brand. The closest competitor of Granny Goose is Leslies because their figures are similar. They are only remembered when it is mentioned to them. The group infers that the promotions used by Granny Goose are able to reach the market but their brand is easily forgotten. They dont have an impact to the market that much compared to other leading brands.

What brands of snack foods have you seen, read, or heard for the past six months?

Oishi and Jack n Jill brands are the top brands when it comes to advertising while the brands Granny Goose and Leslies are only remembered when they are mentioned to them. The advertisements of Granny Goose are only remembered when it has been mentioned to them.
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What brands of snack food did you ever eat?

As seen on this table, more than 50 percent of the respondents has consumed Oishi brand snack foods followed by Jack n Jilll. On the other hand, Frito-Lay is consumed by 0% of the respondents and Granny Goose by around 10%. This shows that Granny Goose has a low trial among the respondents.

What brand of snack food do you eat most often?

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Among all the snack food brands, Jack n Jill is the most often consumed snack food brand, followed by Oishi. Frito-Lay is least often consumed with 0% and Granny Goose with less than 5%. This implies that Granny Goose is one of the brands who has low market share in the snack foods industry.

B. Ratios: Reach, Conversion, Retention

Brands Oishi Granny Goose Leslies Frito-Lay Jack n Jill Others

Reach Ratio 100% 86% 80% 38% 97% 11%

Conversion Ratio 52% 14% 13% 0% 45% 27%

Retention Ratio 37% 5% 9% 0% 48% 18%

As seen on the table, Oishi has the highest reach ratio and conversion ratio while Jack n Jill has the highest retention ratio. Granny Goose has 86% Reach ratio, 14% Conversion Ratio, and 5% Retention Ratio. Granny Goose has a very low conversion ratio and an even more lower retention ratio. This implies that although the promotion can reach the consumers, the consumers are not that convinced to try the product. We can infer that the consumers are getting the wrong
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message from the advertisements. Granny Goose has even more problems with their product since their retention ratio is very low with only 5%. Their products are not preferable enough compared to other brands. The respondents who have tried their product are maybe not satisfied enough for them to retain their usage.

Based on the data above, Oishi has a reach ratio of 100% while Jack n Jill reached 97% followed by Granny Goose with 86% and Leslies with 80%. For the conversion ratio, Oishi has 52% while Jack n Jill has 45% followed by other brands of snack food with 27%. For the retention ratio, Jack n Jill has the largest share with 48% while Oishi only reached 37% and Granny Goose with only 5%.

C. Market Size/ Market Share

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Brands Oishi Granny Goose Leslies Frito-Lay Jack n Jill Others

Market Share 38.14 4.12 7.22 0 48.45 2.06

Market Size 192400 6020 9360 0 209520 5346

Jack n Jill is revealed to have the highest market share with 48.45% while Oishi got 38.14%. On the other hand, Frito-Lay has the lowest market share with 0% while the other brands of snack foods have 2.06%. Granny Goose with 4.12% market share would consider Leslies as its closest competitor with 7.22% market share.

D. Relative Share of Market (RSOM)

RSOM = Market Share of Follower Brand/ Market Share of Leader Brand

RSOM = Market Share of Granny Goose/ Market Share of Jack n Jill

RSOM = 4.12 / 48.45 = 0.08507

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Leading - Jack n Jill 1.27032 - Champion Status/Market Leader Oishi 0.78720 - Challenger Status: Serious Leslies 0.14902 - Contender Status: Minor Granny Goose 0.08507 - Contender Status: Minor Frito-Lay 0

E. Consumption/Purchase

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How often do you eat snack food?

The table above shows that most of the respondents eat snack foods once a week, followed by every 2 days.

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Where do you usually buy snack foods? Majority of the respondents purchase their snacks at sari-sari store.

F. Attitude About Category

May you define what a snack food is?

Based on the data above, a majority of the respondents define snack foods as masarap, merienda, pantawid gutom, and pampalipas oras. G. Attitude About Brand

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What characteristics do you look for in a snack food?

Based on the data above, crispiness is the characteristic that most respondents look for in a snack food followed by the richness in flavour. The least preferred characteristic of snack foods that the respondents consider is less MSG (vetsin) used.

H. Positioning Tree
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CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS

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Through this research the researchers are able to gather information In the course of entire research and data gathering process, the researchers have achieved a number of recommendations with an unbiased basis of judgment. Given the findings in this paper, the researchers recommend the brand to: (1) come up with sales campaigns to make people more aware of Granny Goose since the awareness ratio has not yet reached 100%, (2) offer more promotions to boost sales and have the right message and ads to improve their conversion ratio, (3) develop product testing to improve the product to increase their retention ratio (4) Establish long-term relationships with customers to be able to serve them better and gain loyal customers, (5) offer more product variants that use health-enhancing ingredients to capture other segments of the market and to entice the consumers to try their product.

BIBLIOGRAPHY Hair, Bush, Ortinau. (2006). (3rd E.d.). Marketing Research. Mcgraw-Hill: New YorK

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Appendix: Questionnaire Introduction: Maligayang bati! Kami po ay mga mag-aaral ng Pamantasang De La Salle-Maynila, at kami ay gumagawa ng isang pagsisiyasat sa inyong pook. (Greetings! We are students from De La Salle University-Manila, and we are conducting a survey in your area today. )

(TERMINATE IF OTHERS WORK WITH FOOD COMPANIES, BUREAU OF FOOD AND DRUGA AND OTHER RELATED COMPANIES AND INSTITUTIONS.)

2. Mayroon po bang kahit sino sa inyong pamilya ang nagtatrabaho o may koneksyon sa mga sumusunod na kumpanya o klase ng kumpanya? (Are there anyone in your family that works or has connections with this following companies or kinds of companies?) Yes No

Screening: 1. Maari ko po bang malaman kung sinu-sino sa inyong pamilya, kasama kayo, ang nagtratrabaho? Saan sila nagtatrabaho? (May I please know who among your family, including yourself, are working? Where are they working?)

a. Ahensiya ng gobyerno na konektado sa pagkain (Government Agency connected with food) b. Kumpanya ng mga pagkain

HH Head Respondent

Position

(Food companies)

TERMINATE IF YES TO ANY

Nais po naming hingin ang inyong kooperasyon sa pagsagot ng ilang mga katanungan. Humihingi po kami ng 10 hanggang 15 minuto ng inyong oras (We would like to ask you for your cooperation in answering a number of questions. We are asking 10 to 15 minutes of your time.) HUWAG ISAMA ANG MGA NAGTATRABAHO SA MGA KUMPANYANG PAGKAIN, BFAD O ALINMANG KAUGNAY NA KUMPANYA O INSTITUSYON.

Personal Data 3. Ano ang pinakamataas na antas na pag-aaral ang naabot niyo?

2 9

(What is your highest educational attainment?)

(What do you usually eat?) Snack Food (chichirya) 1 2 3 4 5 0

No Schooling Some Elementary 2 2

1 2

Rice and Viand (kanin at ulam) Pastries(matatamis na pagkain) Candy Others None

2 Completed Elementary Some High School Completed High School Vocational Some College Has a degree Completed/some Masters degree 6 7 8 9 4 5 3

6. Ngayon po na nabanggit ninyo ang chichirya, anu-ano po ang mga tatak na unang naiisip niyo tuwing naririnig ang salitang chichirya? (Now that you have mentioned snack food, what brands come to your mind when you hear the word snack food?) 7. Ano pa? (what else?) OM 8. Alam niyo po ba ang mga tatak na ito? Aided (Do you know these brands?) FM OM 1 2 3 4 5 6 0 4 5 6 0 Aided 1 2 3 4 5 6 0 3

4. Ano ang inyong relihiyon? (What is your religion?) Protestant Roman Catholic Islam Iglesia ni Kristo Born Again Christian 5 Other None 6 0 3 4 1 2

Oishi Granny Goose Leslies Frito-Lays Jack n Jill Others None

1 2

9. Para sa unang mention na tatak, saan niyo po nalaman ang tatak na ito? Saan pa? (For the first mention brand, where did you learn about this brand? Where else?)
3 0

5. Anu-ano po ang mga kinakain niyo? FM

Oishi Television Radio Newspaper Magazines Friends/relatives/neighbour Stores Internet Others 1 2 3 4 5 6 7 0 Granny Goose Leslies Frito-Lays Jack n Jill Others None

1 2 3 4 5 6 0

10. Paano naman ang mga ibang tatak ng chichirya? Ano-anong mga tatak ng chichirya ang inyong nakita, narinig, o nabasa sa nakaraang anim na buwan (FM)? Ano pa (OM)? Paano naman ang mga tatak na ito (Aided)? FM Oishi 1 OM 1 2 3 4 5 6 0 4 5 6 0 Aided 1 2 3 4 5 6 0 3

13. Gaano kalaki ang iyong madalas na binibili? (What size do you usually buy?) Small-size(maliit) Large-sized(malaki) In bulk(maramihan) 1 2 3

14. Ilang minuto o oras tumatagal sa inyo ang ganoong laki? (How long (in minutes or hours) does this size last with you?)

Granny Goose 2 Leslies Frito-Lays Jack n Jill Others None

15.Sa huling kain ninyo ng chichirya, saan po kayo kumain? (During the last time you ate a snack food, where did you eat it? House(bahay) Workplace(sa trabahao) Street(kalye) Parks(parke) 3 4 5 1 2

11. Maari niyo ba ipaliwanag kung ano ang chichirya? (May you define what a snack food is?)

12. Anu-ano ang mga tatak ng chichirya ang kinakain mo ngayon? (What brands of snack foods do you now eat?)

Others

3 1

16. Gaano kadalas kayong kumain ng chichirya? Every days (How often do you eat snack food?) 17. Saan kayo madalas bumili ng chichirya? (Where do you usually buy snack foods?) Sari-sari stores Convenience stores Supermarkets Others 1 2 3 4

22. Anong presyo ng tatak ng chichirya ang huli mong binili? (What price did you pay in that last purchase?)

23. Nahanap mo ba ang tatak ng chichirya sa pinagbilhan mo? (Did you find that brand on the store you went to?)

18. Anong tatak ng chichirya ang mga nakain niyo? Ano pa? (What brands of snack food did you ever eat? What else?) 19. Anong tatak ng chichirya ang huling kinain mo? (What brand did you last use?) 20. Anong tatak ng chichirya ang kinain mo bago yung sagot sa 19?(What brand did you use previous to the answer in 19?) 21. Anong tatak ang lagi mong kinakain? (What brand do you eat most often?) Yes No 1 (go to Q25) 2 (go to 24)

24. Anong ginawa mo? (What did you do then?)

Q18 Oishi 1

Q19 1 2 3

Q20 1 2 3 4 5 6

Q21 1 2 3 4 5 6 3

25. Maari niyo bang i-rate ang mga katangian na ito batay sa pinakamahalagang hinahanap niyo sa isang chichirya. Ang 1 ang pinakamataas. (Can you please rate these characteristics, 1 being the highest, based on the most important aspect that you look for in a snack food) Crispiness(lutong) Richness in flavour(lasa) Less MSG(betsin) used 26. Anong lasa ang madalas niyong bilhin? (What flavour do you usually buy?) Cheese Sour Cream 1 2

Granny Goose 2 Leslies Frito-Lays Jack n Jill Others 4 5 6

4 5 6

3 2

Barbecue Spicy Garlic Others

3 4 5 6

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