Cellar Cupcakes GROUP 1

MARKETING ASPECT 401A

DEMAND ANALYSIS

Survey Results and Interpretations

The following graphs and tables below show the percentage distribution

with respect to the data provided in the survey form. The sample size is

composed of one hundred (100) respondents from the target location.

Table 5

Age

Age Percentag Frequenc

e y
20-24 years old 30% 30
25-29 years old 35% 35
30-34 years old 10% 10
35-39 years old 15% 15
40-44 years old 10% 10
45 years old and above 0 0
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

40-44 years old; 10.00%

35-39 years old; 15.00% 20-24 years old; 30.00%

20-24 years ol d
25-29 years ol d
30-34 years ol d
30-34 years old; 10.00%
35-39 years ol d
40-44 years ol d
45 years ol d a nd above
25-29 years old; 35.00%

Figure 3

Age

Figure 3 shows the survey results of 30% of the respondents are between

20 to 24 years old and 35% are of 25-29 years old, 15% are from 35 to 39 years

old, 10% of them are 30 to 34 years old and 40 to 44 years old, while 45 years

old and above are none or 0%. This data will help the company to determine if

age affects the preference of the respondents when it comes to patronizing

cupcakes and/or potentially, Cellar Cupcakes.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Table 6

Civil Status

Civil Status Percentag Frequenc

e y
Single 75% 75
Married 25% 25
Others 0% 0
Total 100% 100

Married; 25.26%

Si ngle
Ma rri ed
Others
Single; 74.74%

Figure 4

Civil Status

Figure 4 shows the survey results of 75% of the respondents civil status

are single, while 25% are married. This data will help the company to determine if
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

civil status affects the preference of the respondents when it comes to cupcakes

and/or potentially, cellar cupcakes.

Table 7

Monthly Individual Income

Monthly Individual Income Percentag Frequenc

e y
Php 5,000.00- Php 10,000.00 0% 0
Php 10,001.00- Php 15,000.00 0% 0
Php 15,001.00- Php 20,000.00 0% 0
Php 20,001.00- Php 25,000.00 5% 5
Php 25,001.00- Php 30,000.00 20% 20
Php 30,001.00 and above 75% 75
Total 100% 100

20,001.00-25,000.00; 5.00%
25,001.00-30,000.00;
20.00%
5,000.00-10,000.00
10,001.00-15,000.00
15,001.00-20,000.00
20,001.00-25,000.00
30,001.00 and above; 25,001.00-30,000.00
75.00% 30,001.00 a nd a bove

Figure 5
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Monthly Individual Income

Figure 5 shows the survey results of 75% of the respondents monthly

individual income are 30,000.00 and above, while 20% are 25,001.00 to

30,000.00 and the remaining 5% are 20,001.00 to 25,000.00. This data will help

the company to determine the capability of the potential customers to purchase

the product.

Table 8

Sources of Income

Sources of Income Percentag Frequenc

e y
Salary 79% 79
Business 20% 20
Dividends 1% 1
Commission 0% 0
Others 0% 0
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Dividends; 1.00%
Business; 20.00%

Sal ary
Bus i nes s
Di vi dends
Commi s si on
Others
Salary; 79.00%

Figure 6

Sources of Income

Figure 6 indicates the survey results of 79% of the respondents income

sources are from their salaries, 20% are from their businesses, 1% are from their

dividends, while 0% are from their commission and others. This data will help the

company to determine if income affects the preference of the respondents when

it comes to patronizing cupcakes and/or potentially, cellar cupcakes.

I. Survey Questions

1. Do you eat cupcake?

Table 9
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

People Who Eat Cupcakes

People Who Eat Cupcakes Percentag Frequenc

e y
YES 95% 95
NO 5% 5
Total 100% 100

NO; 5.00%

YES
NO

YES; 95.00%

Figure 8

People Who Eat Cupcake

Figure 8 shows the survey results of 95% or 95 out of 100 answered YES

while only 5% or 5 out of 100 answered NO. This information is critical to the

study, as the target consumers of the company are those who are fond of eating

cupcakes.
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

2. If your answer is no. Please proceed to No.6.

Table 10

People Who Do Not Eat Cupcakes

People Who Do Not Eat Cupcakes Percentag Frequenc

e y
NO 5% 5
YES 95% 95
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

NO; 5.00%

NO
YES

YES; 95.00%

Figure 9

People Who Do Not Eat Cupcake

Figure 9 illustrates the survey results of 5% of the respondents responded

NO to the question Do you eat cupcakes?. The remaining 95% responded

YES. This data will help the company to determine ways on how to attract the

5% respondents into patronizing cupcakes.

3. If yes, how often do you eat cupcakes?

Table 11
Cupcake Consumption

Cupcake Consumption Percentag Frequenc

e y
Daily 10% 10
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Once a Week 10% 10

Twice or Thrice a Week 25% 25
Once a Month 35% 35
Twice a Month 20% 20
Total 100% 100

Daily; 10.00%
Twice a Month; 20.00%
Once a Week; 10.00%

Da i l y
Once a Week
Twice or Thrice a Week; Twi ce or Thri ce a Week
25.00% Once a Month
Once a Month; 35.00% Twi ce a Month

Figure 10

Cupcake Consumption

Figure 10 shows the survey results of 35% of the respondents preferred

consumption of once a month, 25% prefer twice or thrice a week of cupcake

consumption while 20% for twice a month, the remaining 10% for both daily and

once a week consumption of cupcakes. This data shows the frequency of

consumers patronizing cupcakes. Thus, this shall help determine the average

sales the company may make in relation to consumers frequency consumption.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

4. How often do you buy cupcakes?

Table 12

Frequency of Cupcake Purchase

Frequency of Cupcake Purchase Percentag Frequenc

e y
Never 0% 0
Rarely 20% 20
Sometimes 35% 35
Often 25% 25
Very Often 20% 20
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Very Often; 20.00% Rarely; 20.00%

Never
Rarel y
Sometimes
Often; 25.00% Often
Sometimes; 35.00% Very Often

Figure 11

Frequency of Cupcake Purchase

Figure 11 illustrates the survey results of 35% of the respondents

preferred cupcake frequency purchases of sometimes, 25% have a preference of

often, while 20% prefer very often and the remaining 20% and 0% prefer rarely

and never respectively. This data shows a low percentage of sales daily, thus the

company needs to set strategies of either advertisement or promotion that will

help the product be patronized in the area.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

5. Where do you usually purchase cupcake?

Table 13

Location of Cupcakes Purchased

Location of Cupcakes Purchased Percentag Frequenc

e y
Supermarket/ Groceries 15% 15
Cupcake Shop 25% 25
Bakeshop 10% 10
Convenient Store 5% 5
Online Cupcake Seller 5% 5
Caf Outlet 40% 40
Others 0% 0
Total 100% 100

Supermarket/Groceries;
15.00%

Caf Outlet; 40.00% Superma rket/Groceri es

Cupcake Shop
Cupcake Shop; 25.00% Onl i ne Cupca ke Sel l er
Bakes hop
Online Cupcake Seller; Conveni ent Store
Convenient Store; 5.00%
5.00% Caf Outl et
Bakeshop; 10.00% Others

Figure 12
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Location of Cupcakes Purchased

Figure 12 shows the survey results of 40% of the respondents preference

of where to purchase cupcakes are from caf outlets, 25% are from cupcake

shops, 15% are from supermarket and/or groceries, while 10% are from

bakeshops and the remaining 5% are both from convenient stores and online

cupcake sellers. This data will help the company to determine if Cellar Cupcakes

as a cupcake shop be patronized in the area, and if a better looking appearance

shall attract potentially new customers.

6. Are you willing to try a cupcake with red wine?

Table 14

Willingness of Trying Cupcakes with Red Wine

Willingness of Trying Cupcakes with Red Percentag Frequenc

Wine e y
YES 78% 78
NO 22% 22
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

NO; 22.22%

YES
NO

YES; 77.78%

Figure 13

Willingness of Trying Cupcakes with Red Wine

Figure 13 illustrates the survey results of 78% of the respondents are

willing to try cupcakes with red wine, while the remaining 22% are not in favor of

cupcakes with red wine. This data will help the company see if the product is

feasible in the market.

7. What flavor do you like in a cupcake with red wine?

Table 15

Preferred Flavor of Cupcake

Flavors Percentag Frequenc

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

e y
Chocolate 80% 80
Red Velvet 20% 20
Vanilla 0% 0
Raspberry 0% 0
Cheese 0% 0
Ube 0% 0
Others 0% 0
Total 100% 100

Red Velvet; 20.00%

Chocol ate
Red Vel vet
Vani l l a
Ras pberry
Chees e
Ube
Chocolate; 80.00% Others

Figure 14

Preferred Flavor of Cupcake

Figure 14 shows the survey results of 80% of the respondents income

sources are from their salaries, 20% are from their businesses, 0% are from

other flavors like Cheese, Raspberry, Ube and Vanilla. This data will help the

company know which flavor is preferred by the target market.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

8. How much are you willing to pay for a piece of cupcake?

Table 16
Price People are Willing to Pay for a Piece of Cupcake

Prices Percentag Frequenc

e y
Php 65.00- Php 69.00 70% 70
Php 70.00- Php 74.00 15% 15
Php 75.00- Php 79.00 5% 5
Php 80.00- Php 84.00 5% 5
Php 85.00- Php 90.00 5% 5
Php 91.00 and above 0% 0
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Php 80.00-Php84.00; Php 85.00-Php90.00;

5.00% 5.00%
Php 75.00-Php79.00;
5.00%
Php 65.00-Php69.00
Php 70.00-Php74.00; Php 70.00-Php74.00
15.00%
Php 75.00-Php79.00
Php 80.00-Php84.00
Php 65.00-Php69.00;
Php 85.00-Php90.00
70.00%
Php 91.00 a nd a bove

Figure 15

Price People are Willing to Pay for a Piece of Cupcake

Figure 15 illustrates the survey results of 70% of the respondents

preferred price for a cupcake is from Php 65.00 to Php 69.00, 15% will pay Php

70.00 to Php 79.00 for a cupcake while the remaining prices for Php 75.00 to

Php 79.00, Php 80.00 to Php 84.00 and Php 85.00 to Php 90.00 are all 5% each

while 0% prefer Php 91.00 and above. This data will help the company determine

how much customers are willing to pay for a cupcake.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

9. When do you buy cupcakes?

Table 17
Occasions Cupcakes are Bought

Occasions Percentag Frequenc

e y
For Snack 10% 10
For Dessert 40% 40
For Present or Gift 20% 20
For Party 30% 30
Others 0% 0
Total 100% 100

For Party; 30.00%

For Dessert; 40.00%
For Des s ert
For Sna ck
For Pres ent or Gi ft
For Pa rty
For Present or Gift; 20.00% Others
For Snack; 10.00%

Figure 16

Occasions Cupcakes are Bought

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Figure 16 shows the survey results of 40% of the respondents buy

cupcakes for dessert purposes, 30% buy cupcakes for parties, 20% buy

cupcakes for presents or gifts, the remaining 10% buy cupcakes for snacks. This

data will help the company determine the customers preference of when

cupcakes are patronized. Most of the respondents answered for dessert

purposes.

10. What marketing strategies appeal to you most when you buy

cupcakes?

Table 18
Most Appealing Marketing Strategies

Marketing Strategies Percentag Frequenc

e y
Social Media 40% 40
Promotion 10% 10
Advertisement thru Radio 0% 0
Advertisement thru Television 0% 0
Free Taste 50% 50
Others 0% 0
Total 100% 100
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Social Media; 40.00% Soci a l Medi a

Free taste; 50.00% Advertis i ng thru Ra di o
Advertis i ng thru Tel evi si on
Promotion
Free taste
Promotion; 10.00% Others

Figure 17

Most Appealing Marketing Strategies

Figure 17 illustrates the survey results of 50% of the respondents prefer

free taste as the most appealing marketing strategy, 40% prefer social media,

10% prefer promotion. While the remaining strategies gathered a statistical data

of 0%, like advertising thru television and radio. This data will help the company

improve its sales through free tastes and social media. The least appealing

marketing strategy the company must not adapt is the advertisement thru

television and radio.

Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

11. How important are the following attributes when you consider

buying cupcakes?

Table 19

Important Attributes Considered When Buying Cupcakes

Attributes Percentag Frequenc

e y
Price 10% 10
Appearance 10% 10
Freshness 10% 10
Brand 10% 10
Taste 50% 50
Nutritional Value 10% 10
Others 0% 0
Total 100% 100

Price; 10.00%
Nutritional Value; 10.00%
Appearance; 10.00%
Price
Appea ra nce
Freshness; 10.00%
Fres hness
Brand
Taste; 50.00% Brand; 10.00% Ta ste
Nutri tional Val ue
Others

Figure 18
Cellar Cupcakes GROUP 1
MARKETING ASPECT 401A

Important Attributes Considered When Buying Cupcakes

Figure 18 shows the survey results of 50% of the respondents are more

concern with the taste, the remaining 50% are composed of 10% price, 10%

appearance, 10% freshness, and 10% nutritional value. This data shows how the

company will attend to what the respondents ask for in a cupcake. Taste as the

most important attributes shall be the companys top priority followed by the other

attributes, no attribute shall be compromise.