Acceptability of Locally Made Tablea: Basis for Marketing Plan

Abstract

This study aims to determine the acceptability level of locally made tablea from a third income class component city in Central Visayas for the 2nd quarter of 2023 and formulate a possible marketing plan. On the respondents' profile, the majority are younger than the older respondents. On average, family income belongs to the lower category. On sex, most of the respondents are female, and on the civil status, most are single. The level of acceptability of locally made tablea in the area of the product is “very high level.” The level of acceptability of locally made tablea in the price area is “high level.” The level of acceptability of locally made tablea in the area of the place is “high level.” The level of acceptability of locally made tablea in the promotion area is “high level.” On the level of acceptability, locally made tablea in the areas of product, price, place, and promotion when the respondents were grouped according to age, average family monthly income, sex, and civil status were “high level.” There is no significant difference in the level of acceptability of locally made tablea in the area of a product when grouped and compared according to average family monthly income, sex, and civil status; instead, a significant difference exists in the variable of age. There is no significant difference in the level of acceptability of locally made tablea in price, place, and promotion when grouped and compared according to variables age, average family monthly income, sex, and civil status. It was found that age influences the preferences of locally made tablea in the product area. In contrast, the average family's monthly income, sex, and civil status did not affect the choices for locally made tablea products. In the area of price, place, and promotion, the age, average family monthly income, sex, and civil status does not influence the preferences of locally made tablea products. iIn the product area, it is good to focus on improving the packaging of locally made tablea products. It recommends that designing the packaging thoughtfully and promoting it well can make the product more attractive and unique. This could lead to more people liking and buying it, boosting its acceptance and sales. In the area of price, it is recommended to focus on product quality, value perception, and brand reputation while keeping costs competitive. Even though it is average in the consumers, it shows that people still like reasonably priced tablea products. To do well in the local tablea market, it should find a middle ground between reasonable prices and highlighting the quality and uniqueness of its development. In the area of the place, considering the positive response from customers towards locally made tablea products in gourmet stores, it is recommended to explore and invest in this distribution channel. Offering these products in high-end stores can enhance their perceived value and appeal to discerning consumers who frequent such establishments. This approach has the potential to tap into a promising market and cater to the preferences of the target audience. In the promotion area, it is s a good idea to keep up the positive promotional efforts for locally made tablea products. It is recommended to engage with customers and respond to their questions quickly. This can help maintain people's optimistic view and keep them interested in the products.