CHAPTER II

MARKET STUDY

Objective of the Study

The study aims to:
1. Determine the demand of the proposed project in the
market;
2. Estimate the supply of the product.
3. Determine the demand and supply analysis for the proposed
project.
4. Project sales and determine the market share of the planned
project.
5. To identify the competitive position of the product.
6. To know the present marketing practices of the selected
competitors
7. To determine the proposed marketing strategy for the
product.

Determining the Sample Size

The proponents of Pure&Comfy used the Slovens Formula

to get the sample size of the respondents in Barangay Dila, Sta.
Rosa Laguna. To determine the sample size, the proponents first
determined the total household of the chosen location of the
respondents which would be used in the computation. From the
data gathered, the total population of the Barangay Dila, Sta. Rosa
Laguna that is used in the computation is 5,733 (N). The
proponents used the standard margin of error of 10% for the
sampling formula.

Slovens Formula: = + ()

Where: N = population of the target market

n = sample size

e = margin of error

Computation:

5733
=
1 + 5733 (. 10)2

5733
=
1 + 5733 (. 01)

5733
=
57.34

= 100
General Market Information

The proponents conducted surveys and interview in Barangay Dila,

Sta. Rosa City. The age demographics of the respondents are ranging
from 20 years old to 60 years old. Upon interpretation of the survey
questionnaires, the researchers found out that 74% of the respondents are
users of cleaning agent. And to fully quantify the demand for the
Pure&Comfy and to estimate the potential sales of the business.

Survey Results

Discussion

Table 1. Users of Cleaning Agent

Users of Cleaning Agent

Respondents Frequency Percentage
Users 74 74%
Non-users 26 26%
Total 100 100%

Discussion

Table 2. Respondents mostly Purchase

Respondents mostly Purchase

Brand Frequency Percentage
Ajax 1 1%
Clorox 15 20%
Windex -
Febreeze 1
Cascade -
Dawn -
Soft Scrub -
Lysol 25 34%
Muriatic Acid 33 45%
TOTAL 74 100%

Discussion

Table 3. Respondents Preferences

Respondents Preferences
Prefer Frequency Percentage
Organic 59 80%
Chemical 15 20%
TOTAL 74 100%
Discussion
Table 4. Features of cleaning agents respondents prefer

Features of Cleaning Agent

Features Frequency Percentage
Low Price 68 29%
Advertising/ 20 9%
Appearance
Ingredients
Effectiveness 74 32%
Safety (Healthy & 12 5%
Environment)
Convenience 59 25%
TOTAL 233 100%

Discussion
Table 5.

Using Cleaning Agent

Uses Frequency Percentage
Kitchen 57 24%
Bathroom 74 31%
Floor Cleaning 69 29%
Toilet Cleaning 40 16%
Window & glass -
Furniture -
Polishing
 TOTAL 240 100%

Discussion

Table 6. Unit of volume of Cleaning Agent purchased per month

Unit of Volume of Cleaning Agent purchased per month

Volume per bottle (in Frequency Percentage
mL)
350 4 5%
500 51 69%
100 19 26%
TOTAL 74 100%
Average Monthly 25
consumption

Discussion

Table 7.

Purchasing of Cleaning Agent

Frequency Percentage
Grocery Store 62 84%
Convenience Store 10 13%
Hardware Store
Natural Health Food
Store
 Specialty Store 2 3%
Make my Own
TOTAL 74 100%

Discussion

Table 8. Number of Cleaning Agent purchase (per month)

Number of Cleaning Agent purchase (per month)

Frequency Number of Percentage
Bottles
Once a week 10 40 14%
Once a month 15 15 20%
Twice a month 49 98 66%
TOTAL 74 153 100%

Discussion

Table 9.

Complaints about the cleaning agent

Frequency Percentage
Too concentrated that leaves 67 28%
burning sensation to the skin
Too strong that irritates the 54 23%
eye while using it
Too expensive and doesnt
meet my expectations
Not economically friendly 49 21%
Too many chemical 65 28%
substances
TOTAL 235 100%

Discussion

Table 10.

Popularity of Cleaning Agent

Frequency Percentage
Yes
No 74 100%
TOTAL 74 100%

Discussion

Table 11

Probability of Buying Organic Cleaning Agent

Probability Frequency Percentage
Certain 41 55%
Very high probability 22 30%
High probability 9 12%
Fair probability 2 3%
Slight probability -
TOTAL 74 100%
Demand

N= Total number of Household

U= Users of Cleaning Agent

AMC= Average Monthly Consumption

RP= Percentage of Respondents Preferences

UV= Percentage of Unit of Volume per month

MP= Percentage of Monthly Purchase

P= Probability of Buying Organic Cleaning Agent

M= Months in a year

Computation:

5,733 X 74 % X 80% X 25 X 69% X 66% X 55% X 12

Present Demand = 255,023.7

Projected Demand

Projected Demand
Yearly
Demand (per
Year Number of Population increase
bottle)
(%)
2018 5,993 4.53 266,589
2019 6,264 4.53 278,644
2020 6,548 4.53 291,278
2021 6,845 4.53 304,489
2022 7,155 4.53 318,279