1

Chapter 1

Introduction

This section provides background of the study, rationale of the

study, objective of the study, scope and delimitation, significance of the

study. It also provides information about research methodology which

includes research design, respondents, locale of the study, data gathering

techniques, data gathering procedures. The definition of terms is also

provided in this chapter.

1.1 Background of the Study

Human have been painting on fabric for thousands of years,

basically since people started twisting and weaving fibers together to make

the first fabrics. Techniques that were used to decorate the body began to

be applied to the earliest period fabrics that were developed. Two methods

merged: coloring (directly applying an image with color to the fabric) and

patterning (painting or printing with resists in patterns and then coloring the

fabric.

The continent of Asia has a long history of decorating fabrics.

Printing blocks have been discovered that date back to around 3, 000 BC.

By 327 BC when Alexander the Great invaded India, colorfully printed and
 2

painted fabrics were commonly found. At the same time in China, beautiful

block printing on fabric was taking place. The Chinese introduced resist

and stencil techniques to Japan. The Japanese developed this art into

beautiful forms of patterning on fabric. Similar techniques were developing

into unique forms in these different parts of the world and have evolved

into what we know today as batik, tie-dye and shibori.

There are many processes of transferring a design to a shirt.

Computer printed designs, screen printing process, heat transferred

images, and painting the shirt itself. Computer printed designs are among

the most common in the market today.

Nowadays, T-shirt printing business are almost seen everywhere:

school uniforms with the school logos printed on it, advertisements printed

on shirts, title of an event, different cartoon characters, quotable phrases

and lot more things printed on shirts. Still, no draw your own design t-shirt

printing exists in General Santos City but a lot of t-shirt printing business

present there.

The name of the proposed t-shirt printing is “La Camiseta Draw and

Print”. The researcher wants the market to be curious of what product the

business is offering through the appeal of the name. Since people have a

predilection for fun, they tend to welcome unusual ideas and prefer

atypical, grandeur, and loudness. This is exactly what La Camiseta Draw

and Print promises to deliver. Starting from its services, amenities to the
 3

exquisite atmosphere, La Camiseta Draw and Print intends to make its

mark in t-shirt printing business.

According to Tees and Prints Philippines, “The t-shirt industry is

booming with proven unlimited amount of income potential”. How much

you make depends on how hard you work. You can set the price and you

can figure out what your profit will be. One thing great about t-shirt printing

business opportunity is it is easy to learn and operate.

La Camiseta Draw and Print is a business producing printed

designed shirts printed through Sublimation t-shirt printer. Sublimation

printing is the application of sublimation inks onto a surface using a heat

press to provide the required combination of heat, time and pressure. This

combination causes the inks to be converted from a solid to a gaseous

state enabling them to penetrate the sublimatable surface so that a

permanent, full color image is formed. The color penetrates the surface of

the item so that the result is colorful, long lasting and resistant to

scratching unlike some other printing methods that merely print onto the

surface of the item.

The researcher chose sublimation as the printer of the proposed

business since it will print seam to seam. Also, one of the advantages of

sublimation printing is that the results are permanent. The transferred

images are not on the surface of the substrate – they become part of the

substrate itself.
 4

The product that the researcher will produce is made up of t-shirt

printed based on the design drawn by the customer. This study will present

the uniqueness of the business because it will offer a “create your own

design”.

1.2 Rationale of the Study

The human capacity for imagination not only shapes our minds but

also weaves the fabric of reality itself. And, when we thought of something

unique we wanted it to share with, that’s how the researcher comes up

with the idea of conducting the feasibility study of putting up La Camiseta

Draw and Print in General Santos City.

La Camiseta Draw and Print turns drawing into shirts. With this idea,

one can wear their imagination out loud with their amazing one of a kind

piece of art. The proposed t-shirt printing will offer the market new and

creative styles of t-shirt printing.

1.3 Objective of the Study

Generally, the study aims to determine the feasibility of putting up a

La Camiseta Design in General Santos City.

Specifically, it seeks to determine the viability of the business in the

following aspects:
 5

Marketing

Describe the product and services the proposed business will

offer.

Ensure that the product will be promoted in a very good way in

which it can penetrate into the market.

Determine the target market, the market size and trends, the

competition, promotional strategy, pricing method and projections in

estimating the market share of the proposed business to prove the

viability and effectiveness of whether an establishment should be put

up or not.

Technical

Describe the process of the product, supplies and equipment,

plant size and layout needed to operate the business.

Determine the required raw materials needed to perform the

service offered by the proposed business.

Management and Organization

Focused on the employees, their jobs, benefits and salaries,

and to their tasks that will be done before starting the business.

Determine the form or business organization that is best

suited for the proposed business, the organizational structure, the

 6

number of personnel needed, their qualifications, compensations,

and projected time table before the project is implemented.

Determine the competitive condition and to define the

company policies.

Financial

Determine the capitalization needed and sources of the fund

for the proposed business.

Ascertain whether the proposed business will be financially

sustainable and figure out on how the business deals with the trend

of demand and supply within the circulation of the business.

Determine whether the proposed business will provide

expected return to investors.

Socio-economic

Determine the contribution to the society and to the economy

of the proposed business and how the proposed business affects

employment, culture, and production.

Develop a vision and strategy for employment generation and

help increase the employment.

 7

1.4 Scope and Delimitation

This study of “La Camiseta Draw and Print” business covers only

some areas of General Santos City. The business plan has been prepared

mainly based on primary data. One hundred (100) identified respondents

who are the people of General Santos City specifically those individuals’

ages ten (10) to sixty (60) years until its completion from first semester to

second semester of SY 2017-2018.

1.5 Significance of the Study

This study gives the consumer a product which is affordable but with

the same product quality with those sold at an expensive price. This

section will provide a brief description on the various significances of the

study given.

The Businessmen, might get another idea of what kind of

business to venture with.

The Owners and Managers, will help evaluating the

organizational structure and management capability of the project. It

will also provide additional knowledge on what strategic approach to

be used in running the business.

 8

The Local Government, will benefited from the taxes that will

be imposed on this business and will help lessen the unemployment

rate.

And finally to the Researchers, it will give the new skill and

knowledge that they can use in their profession. This paper can

enlighten their thinking with regards to the reality of life especially as

we walk towards the path of the business world.

1.6 Research Methodology

This section presents, the research design, and the research locale

where the study will be conducted, data gathering techniques, data

gathering procedures and the description of the product.

1.6.1 Research Design

The researcher used the descriptive design and applied using

survey questionnaires and key informant interview. The survey was

conducted by providing structured questionnaires to a number of

identified respondents from the people of General Santos City. The

descriptive design is used for frequencies, averages and other

statistical calculations. It is a general procedure employed in studies

that have for their chief purpose the description of phenomena

(Good, 1973).
 9

Quantitative research is used because it is a structured way in

which it can produce facts and statistics to guide the researchers.

The survey questionnaires and key informant interview will be

distributed to respondents to apply the descriptive research. The

data gathered was compiled, collate and finally reviewed preparatory

to proper presentation, appropriate analysis and interpretation.

Found in the next page is the figure that shows the entire

picture of how the feasibility study was conducted.

 10

Feasibility Study of Putting Up A

La Camiseta Draw and Print

Objective of the Study

1. Marketing
2. Technical Aspect
3. Management and
Organization

Research Methodology

Data Gathering Tool Data Gathering Procedure

 Interview Guide  Identifying the

 Survey target
Questionnaire
 Books,  Conducting
Published surveys and
interviews
materials
 Supplement the
data gathered with
related literature

Respondents  Interpret and

of the Study convert the result
to useful
information

Locale of the Study General Santos City

Figure No. 1

Research Design
 11

1.6.2 Respondents

The respondents of the study are the population of General

Santos City specifically those individuals’ ages 10 years to 60 years.

This group of people was surveyed to establish the demand of the

business under study. Generals that are considered to be at below

poverty line were excluded. Owners and/or managers of existing

alternative businesses were also interviewed to assess the existing

supply in the market.

1.6.3 Locale of the Study

The study focused within the locality of General Santos City, a

highly urbanized city in the province of South Cotabato. Based on

2010 Census of Population and Housing (CPH), the total population

as of May 1,2010 is 538,086.

1.6.4 Data Gathering Techniques

The research instruments that will be utilized in the study are a

researcher-made questionnaire. The data gathering instrument will

be composed of two parts. Part I will be comprise of the questions

regarding the socio-demographic profile of the respondents and Part

II will be composed of closed-ended questions regarding the

demand of the business under study.

 12

1.6.5 Data Gathering Procedures

The proponent will strictly observe the following procedures:

First, the researcher would write a letter asking formal permission to

conduct the study in General Santos City. Second, if given the

permission, the researcher would personally administer the

questionnaires to the respondents from General Santos City. Third,

when all the respondents have answered the questionnaires, the

researcher would retrieve the questionnaires as early as possible so

that nothing will be lost. Finally, after collecting the questionnaires,

the responses will be tallied, computed, analysed, and recorded.

1.7 Definition of Terms

For a better comprehension on this feasibility study, the following

definitions of terms are provided:

Sublimation Printer. It is equipment mainly used by the proposed

business. It is a computer printer which uses heat to transfer dye

onto materials such as a plastic, card, paper, or fabric.

Printed T-shirt. It is the product of the proposed business. The

design for the t-shirt will be drawn by the customer.