i

COMPETENCY STATUS OF SELECTED BUKO PIE STORE IN RELATION TO

CUSTOMERS FREQUENCY OF BUYING

An Undergraduate Thesis
Presented to the Faculty of
College of Hospitality Management and Tourism
Laguna State Polytechnic University
San Pablo City Campus
San Pablo City

In Partial Fulfillment
of the Requirements for the Degree of
Bachelor of Science in Hospitality Management

Curita, Arlene C.
Villanueva, Leigh G.

2022
 ii

Republic of the Philippines

Laguna State Polytechnic University
Province of Laguna

College of Hospitality Management and Tourism

APPROVAL SHEET

The thesis entitled “COMPETENCY STATUS OF SELECTED BUKO PIE

STORE IN RELATION TO CUSTOMERS FREQUENCY OF BUYING” prepared
and submitted by Arlene C. Curita and Leigh Vivien G. Villanueva, in partial
fulfillment of the requirements for the degree of Bachelor of Science in
Hospitality Management, is hereby recommended for approval and acceptance.

_____________________________________
Dr. Ninevetch Grace Marco, DBM-HM, CHP
Thesis Adviser
………………………………………………………………………………………………
Approved by the Committee on Oral Examination with a grade of ______.

_____________________________ _____________________________
Mr. Ardee Kris A. Hernandez Mr. Arvi Adrian M. Borja
Member Member

_____________________________ _____________________________
Mr. Adrian G. Maliksi Ms. Lorena H. Garcia
Member Member

_____________________________
Ms. Lorena H. Gracia
Research Coordinator
………………………………………………………………………………………………
Accepted and approved in partial fulfillment of the requirements for the
degree of Bachelor of Science in Hospitality Management

________________________________________
NINEVETCH GRACE O MARCO, DBM-HM, CHP
Associate Dean, CHMT
____________________________
DELON A. CHING, Ed. D. ____________________
Director, Research and Development Date Signed

RESEARCH CONTRIBUTION NO. BSHM_046_2023

Acknowledgement
 iii

First of all, to our Lord and Saviour for giving the wisdom, strength,

support and knowledge in exploring things, for the guidance in helping surpass

all the trials that we encountered and for giving determination to pursue our

study, and to make this study possible.

To our parents Mr Alfredo Curita, Mrs Joseline C. Curita and Mrs.

Michelle G. Villanueva who have given us their full support and for our financial

assistance.

To our dear Friends who have been with us and supportive from the start,

their motivation encourages us to succeed in this study.

To Dr. Ninevetch Grace O. Marco our thesis adviser for believing the

researchers and give her continuous assistance in this study, to Mr. Adrian G.

Maliksi our research statistician to Ms. Lorena H. Garcia our research

coordinator, to Mr. Arvi Adrian M. Borja and to Mr. Ardee Kris A. Hernandez

for patience, guidance, motivation, enthusiasm, immense knowledge and

continuos support that help us have a courage to write this study.

And lastly, to our respondents who give their time and support. Their

contributions are deeply recognized and appreciated.

Dedication
 iv

This study is dedicated to those who supported us financially and

emotionally, as well as to those who spent countless and sleepless night

encouraging and helping each other.

This research is dedicated to our dear parents Mr Alfredo Curita, Mrs

Joseline C. Curita also My Brother Oljen Curita and Mrs. Michelle G.

Villanueva who have always been a source of strength and inspiration and

constantly provided our need and expenses we are very thankful that they are

always there for us from our lowest until now.

To our thesis Adviser Dr. Ninevetch Grace O. Marco, who supported and

and guided us through the process of conducting this study.

To our friends, for encouraging us and reminding that we should believe

in ourself, we should believe in our capabilities that negativity does not exist it’s

all about positivity.

And lastly, to our mighty God who showered us his blessing in our

everyday lives, especially for the strength, courage, wisdom and guidance in this

study.
 v

Abstract

Laguna is also known for its delicacies and appetizing food products and

Buko Pie is one of their most famous and delicious delicacy that their proud of.

This pie is served as a dessert or snack. Filipinos who passed by Laguna always

bought boxes of buko pie as pasalubong to their family and friends. The purpose

of this study is to identify the competency status of selected buko pie store in

relation to customers frequency of buying. This study was conducted through

survey by the customer of Colette’s and El Mare. Specifically, it sought to

determine the profile of the respondents along age, gender, civil status and

monthly income, and the assessment of the respondents in selected buko pie

store in terms of innovation, price, taste and promotion in the frequency of

buying. This study used descriptive design that aimed to know the competency

status of selected buko pie store in relation to customer frequency of buying. The

data of this study were distributed and collected face-to-face using a researcher-

made questionnaire approved by the adviser. After the gathered data were

analyzed and interpreted, majority of the respondents in both establishment were

38 to 42 years, were female, married, 20,001 to 25,000 in Colette’s while 25,000

and above in El Mare. There is no significant difference between the assessment

of the respondents of Colette’s and El Mare when grouped according to profile

variables however, in terms of gender the result is significant in El Mare. Then

there is no significant relationship between the assessment of the respondents in

selected buko pie and frequency of buying of Colette’s and El Mare however, in

terms of taste the result is significant. In terms of frequency of buying majority of

 vi

the respondents answered every occasion with a mean of 4.85 in Colette’s while

El Mare have a mean of 4.96. The null hypothesis stating that there is no

significant difference in the competency status of selected buko pie store of

Colette’s buko pie when group to profile variables is confirmed while there is also

no significant difference in the competency status of selected buko pie store in

relation to customer frequency of buying of El Mare when grouped to profile

variables however in terms of gender the result is significant.

Keywords: Buko Pie, Dessert, Competency status, Frequency of buying

 vii

Table of contents

TITLE PAGE...………………………………………………..………….……..………i

APPROVAL SHEET………………………………………….……..…………….…...ii

ACKNOWLEDGEMENT ……………………………………….……………………..iii

DEDICATION ……………………………………….………………………………....iv

ABSTRACT……………………………………………………….……...….…..……..v

TABLE OF CONTENTS……………………………………….………………....

…...vii

LIST OF TABLES…………………………………………………….………...……..ix

LIST OF FIGURES…………………………………………….……………………...xii

LIST OF APPENDICES...………………………………………………….…....

…...xiii

Chapter 1 THE PROBLEM AND ITS BACKGROUND

Introduction………………………………………………………..………….1

Background of the study………………………………………….…………2

Theoretical framework………………………………………….…………...4

Conceptual Framework...........................................................................6

Research Paradigm……………………………………….………….…..….7

Statement of the Study……….…………………….…….………………….7

Hypothesis…………………………………………………………...….……8

Significance of the Study…………………………………….…….….....….8

Scope and Limitations of the Study………………………….………….….9

 viii

Definition of terms……………………………………………….……….

…...9

Chapter 2 REVIEW OF RELATED LITERATURE

Related Literature……..…………...………………………...….………….11

Chapter 3 RESEARCH METHODOLOGY

Research Design…………………...………..………………….……….....28

Population and Sampling Technique………..…….…………….…….….28

Research Procedure………………………….…………..………….….

….29

Ethical Considerations…………………………………….………..……...29

Statistical Treatment……..……………………………..…………..….…..30

Research Instrument…………………………….…….……………..…….30

Reliability Test………………………………..……...…………………...…31

Chapter 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

I. Profile of the Respondents………………………………….…..

…….32

II. Questions Analysis…………………………………………………….41

III. Table of Summary…………………………………………………..…52

IV. Test of Significant Difference…………………………………………55

V. Test of Significant Relationship………………………………………64

VI. Frequency of Buying…………………………………………………..67

Chapter 5 SUMMARY, CONCLUSION AND RECOMMENDATION

 ix

Summary of

Findings.............................................................................69

Conclusion ……..….………………………………............…..……...……

70

Recommendations.……………………………..………..………….…..…71

References……….………………………………..…….......….………….73

Curriculum Vitae…………………………………..………….……………

110

List of Tables

Table

1. Result of Reliability Test……………..………………………….………….………

31

2. Competency Status of Selected Buko Pie Store in terms of Innovation of

Colette’s Buko Pie Store………………………………………………………….

…...41

3. Competency Status of Selected Buko Pie Store in terms of Price of Colette’s

Buko Pie Store……………………………………………………………………..…..42

4. Competency Status of Selected Buko Pie Store in terms of Taste of Colette’s

Buko Pie Store……………………………………………………………………….…

43
 x

5. Competency Status of Selected Buko Pie Store in terms of Promotion of

Colette’s Buko Pie Store…………………………………………………….……...…

45

6. Competency Status of Selected Buko Pie Store In Relation to Customers

Frequency of Buying in terms of Innovation…………………………………….

…...47

7. Competency Status of Selected Buko Pie Store In Relation to Customers

Frequency of Buying in terms of Price…..………………………………….

………..48

8. Competency Status of Selected Buko Pie Store In Relation to Customers

Frequency of Buying in terms of Taste…………………………………………….…

49

9. Competency Status of Selected Buko Pie Store In Relation to Customers

Frequency of Buying in terms of Promotion…..………………………………….…

51

10.Table of Summary of Composite Mean of Colette’s Buko Pie………….………

52

11. Table of Summary of Composite Mean of EL Mare Buko Pie…………..

…….53
 xi

12. Test of Significant Difference Between Assessment of the Respondents

when Group According to Profile Variables in terms of Innovation…………….

………...55

13. Test of Significant Difference Between Assessment of the Respondents when

Group According to Profile Variables in terms of Price……...…………….

……….56

14. Test of Significant Difference Between Assessment of the Respondents when

Group According to Profile Variables in terms of Taste……………….……….….

57

15. Test of Significant Difference Between Assessment of the Respondents when

Group According to Profile Variables in terms of Promotion…………….………..58

16. Test of Significant Difference Between Assessment of the Respondents

when Group According to Profile Variables in terms of Innovation………….….…..

…….60

17. Test of Significant Difference Between Assessment of the Respondents when

Group According to Profile Variables in terms of Price……………….………..

…..61

18. Test of Significant Difference Between Assessment of the Respondents when

Group According to Profile Variables in terms of Taste………………….…………

62

19. Test of Significant Difference Between Assessment of the Respondents when

Group according to Profile Variables in terms of Promotion……………….

……….63
 xii

20. Test of Significant Relationship Between the Assessment of the Respondents

in Selected Buko Pie and Frequency of Buying ……………………………………

64

21. Test of Significant Relationship Between the Assessment of the Respondents

in Selected Buko Pie and Frequency of

Buying……………………………………..65

22. Assessment of Competency Status of selected Buko Pie Store in terms

Frequency of

Buying…………………………………………………………………...67

23. Assessment of Competency Status of selected Buko Pie Store in terms

Frequency of

Buying…………………………………………………………………...68
 xiii

List of Figures

Figure

1. Research Paradigm……………………………………………..…..…………..….7

2. Distribution of the Respondents in terms of Age in Colette’s Buko

Pie…...........32

3. Distribution of the Respondents in terms of Gender Colette’s Buko Pie…….…

33

4. Distribution of the Respondents in terms of Civil Status Colette’s Buko

Pie……………………………………………………………………………………….34

5. Distribution of the Respondents in terms of Monthly Income Colette’s Buko

Pie……………….………………………………………………………………………35

6. Distribution of the Respondents in terms of Age in EL Mare Buko

Pie…..........37
 xiv

7. Distribution of the Respondents in terms of Gender EL Mare Buko Pie…….…

38

8.. Distribution of the Respondents in terms of Civil Status EL Mare Buko

Pie………………………………………………………………………………….……39

9. Distribution of the Respondents in terms of Monthly Income EL Mare Buko

Pie……………………………………………………………………………………….40

List of Appendices

Appendix

A. Survey Questionnaire…………………………………………………..…….80

B. Tabulation and Computation……………………………………….……..…98

C. Communication Letter………………………………………………..….......106

D. Proof of Summary…………………………………………………..

………...109
xv
 1

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

A trip to Laguna would not be complete without getting a box of Buko Pie

as pasalubong. Laguna is known for its native delicacies, including the sweet,

tasty buko pie. This coconut pie is enriched with carbohydrates and also include

high amount of protein. Through no cream is used in the preparation, but excess

calories are found in the buko pie due to to the presence of white sugar and

condensed milk. Traditional Filipino dish, this sweet and delicious pie has a flaky

pie crust and a creamy coconut filling. It is created from buko, the young

coconut's flesh, which has been sweetened with cream, sugar, and plain or

condensed milk. Although it is thought to be a meal that originated in the

Philippines, it is also quite popular in other cuisines with fewer or more

modifications. For more than a year, there have been numerous pie varieties that

use comparable but slightly different components, including macapuno pie or

pineapple pie. Even buko pies flavored with vanilla and pandan are available.

Although buko pie is a particularly well-liked Laguna pasalubong, it may also be

found in some areas of Batangas and Tagaytay.

Particularly when it comes to delicacies, the Philippines are

mostly different from other country in terms of culinary recognition. Every time a

Filipino visits a particular places, it is traditional for them to purchase the well-

known goods or product. Every region in the Philippines, including the Province
 2

Laguna, has its own unique delicious specialties that provide a source of pride in

the region.

Buko pie is now enjoyed by both residents and tourists. It’s perfect as a

delicious dessert or snack. It’s available for purchase all year round. Laguna is

the uncontested home of buko pie, although the popularity of the dish means

there are a lot of bakeries who claim that they are the original inventor. But

contrary to popular misconception, Soledad Pahud, a native Filipino who briefly

lived and worked in the United States, is credited with creating buko pie. She had

the idea to recreate the classic American apple pie after she got back to Laguna,

but this time using materials that were readily available there. Her family and she

created the buko pie. Hence, the buko pie was created.

Most buko pies are sold in Luzon's southern regions. The regions with a

reputation for producing delicious buko pies are Laguna, Batangas, and

Tagaytay. These locations contain a number of pasalubong shops that serve this

well-known pie and other sweet treats. According to its nutritional value, buko pie

has a lot of calories and is rich in fat, carbs, and proteins. It is a good source of

niacin, folate, iron, and calcium. White sugar and condensed milk are used in the

pastry, which adds extra calories.

Background of the Study

The world's largest producer of coconuts is the Philippines. It contributes

over 71% of all coconut oil and copra cake exported globally. The coconut sector

generated roughly US$682 million in revenue in 1983. A total of 14 million

 3

Filipinos make their living either directly or indirectly from the coconut business.

The coconut sector, one of the foundations of the Philippine economy, is

supported by the government in order to continue growing.

A classic Filipino dish, this sweet and fatty pie has a flaky pie crust and a

creamy coconut filling. It is created from buko, the young coconut's flesh, which

has been sweetened with cream, sugar, and plain or condensed milk. The pie

has evolved over time to include variants like macapuno pie or pineapple pie that

are identical to the original yet use a few minor ingredient differences. Even buko

pies with extra flavorings like pandan or vanilla exist. While buko pies are a well-

liked pasalubong from Laguna, you can also find them in some areas of

Batangas and Tagaytay, Buko pies are frequently offered in rows of pasalubong

shops along with other treats like cassava cake, espasol, and yema. The most

well-known buko pie manufacturers in Laguna are The Original Buko Pie and

Lety's Buko Pie in Los Banos, Collette's and El Mare in San Pablo. On public

transportation between Laguna and Manila, there are numerous vendors selling

buko pie. However, these are typically watered-down versions with more crust

than filling and more sugar than coconut. It's important to stay with quality brands

because this doesn't enhance buko pie's reputation. This study will be

centralizing about Buko Pie. The background of this study is about the history of

Buko Pie in Laguna also why Buko Pie became famous pasalubong in the

province of Laguna every time tourist pass by and how the Buko Pie business

started.
 4

Theoretical Framework

Core Competencies

The idea of a core competency appears in management theory endorsed

at first by two business authors (Prahalad & Hamel, 1990) . According to them, a

core competency is a particular a crucial element that a business believes is

essential to how the company or They are at work there. It meets three essential

requirements: 1. It is difficult for rivals to copy us. 2. It can be used extensively for

numerous markets and products. 3. It must enhance the final customer's

experience benefits and the contribution of the good or service to the market

customers. Various forms of a core competency include technical/subject matter

expertise, a trustworthy procedure, and/or strong connections with suppliers and

customers. It could also include product development or employee culture

commitment, superior human resource management (HRM), and quality market

coverage, kaizen, or ongoing development of time. Core competencies are

distinct advantages compared to other skills organizations in the sector that

provide the basic the foundation for providing added value. Core abilities

represent an organization's collective learning process should include combining

various production techniques and incorporating multiple various technology

streams. It consists of dialogue, involvement, as well as a strong desire to

cooperate Increasing cross-functional collaboration across organizational an

 5

organization's teams to address boundaries and to Defeat them. Few businesses

are likely to create the world greater than five or six core competencies in

leadership. A core competency is produced by a particular set of abilities or

production methods that increase the value of the customer. These allow a

company to access a variety of among markets. Instead of one major change,

core competencies are developed over time through a process of continuous

improvement. The key to success in a developing global market is more essential

and necessary to develop core competencies rather compared to vertical

integration. It is crucial to identify core competencies because they are

challenging to keep those skills in the face of price competition and cost

reduction environment.

Frequency of Buying

Purchase frequency is one of the most common metrics tracked by

businesses - the more frequently a customer buys from you, the greater the

number of opportunities you have to satisfy that customer and turn them into a

loyal following.  And, we know from research on habitual buying behavior that

loyal customers are lucrative customers. Because they come back time and time

again, loyal customers are more likely to try a new product you’ve launched and

are more likely to increase their spend with you - making them a crucial

contributor to your revenues.  In fact, it has been estimated that increasing

customer retention by just 5% can boost your profits by 25% to 95%.  If you know
 6

how frequently customers are coming back to make purchases, you’ll have a

good understanding of your success at converting customers into repeat clients,

helping you to make decisions about your customer retention strategy. The

relationship between purchase frequency and volume and choice behavior as

summarized by brand preferences and price sensitivity. Our most striking finding

is that consumers with high purchase frequency or high purchase volume are

much more price sensitive and have more sharply defined preferences for

national brands than consumers with low frequency or low volume of purchase.

In much of the choice literature, analysis is confined to households that have on

average a larger number of purchases than is representative of the ERIM panel.

Our findings suggest that some caution should be exercised in interpreting

studies that employ purchase-frequency or purchase-number sample inclusion

rules. Our findings also support an information theoretic point of view in which

households become more price sensitive via costly acquisition of information

about the distribution of prices.

Conceptual Framework

This study consists of the researcher’s independent and dependent

variables. The independent variable consists of the profile of the respondents

which includes age, gender, civil status and monthly income and it also includes

the assessment of competency status of selected buko pie store in relation to

customers frequency of buying in the terms of innovation, price, taste and

 7

promotion. The dependent variable is frequency of buying. This study will

observe the competency status of selected buko pie store in relation to

customers frequency of buying. These variables are constructed as a guide of

this study.

Research Paradigm

Independent Variable Dependent Variable

Profile of the respondents in

terms of:

1.1 Age;
1.2 Gender;
1.3 Civil status;
1.4 Monthly income;

Assessment of Competency Frequency of Buying

Status of Selected Buko Pie
Store in terms of:

2.1 Innovation
2.2 Price
2.3 Taste
2.4 Promotion

Figure 1. This figure shows the relationship between dependent and

independent variables.

Statement of the Problem

This study aims to determine the competency status of selected Buko Pie store

in relation to customers frequency of buying.

 8

Specifically, this sought to the following questions:

1. To determine the profile of the respondents in terms of:

1.1 Age;

1.2 Gender;

1.3 Civil Status;

1.4 Monthly Income;

2. What is the assessment of the respondents in selected buko pie in terms

of:

2.1 Innovation

2.2 Price

2.3 Taste

2.4 Promotion

3. What is the frequency of buying of the respondents?

4. Is there a significant difference between the assessment of the

respondents when group according to profile variables?

5. Is there a significant relationship between the assessment of the

respondents in selected buko pie and frequency of buying?

Hypotheses

1. There is no significant difference between the assessment of the

respondents when group according to profile variables.

2. There is no significant relationship between the assessment of the

respondents in selected buko pie and frequency of buying.

Significance of the Study

 9

The findings of this study could be significant to the following:

Students. This study will help them to have another knowledge that can be use

to their research and they can also use this as their reference to their future

study.

Community. The study would be of great assistance to the local community in

understanding the importance of delicacies and to promote the product which

would be a huge help to the local community.

Coconut Farmers. This study will be used as a guide to expand the coconut

products promote new products in the market. This will result in the growth of

more food enterprises made all-natural, fruit-based components.

Local Establishments in Laguna. This study would be extremely beneficial to

local businesses by providing them with information, raising awareness, and

encouraging them to practice sustainable business practices.

Future Researchers. This study was a great help for the future researcher who

are interested to conduct research similar to this this study.

Scope and Limitations of the Study

In this study, we focused on providing a competency status of selected

buko pie store in relation to customers frequency of buying. This study intended

to determine the frequency of buying of the respondents of Colette’s and El Mare

buko pie store. The primary subjects of this research study consisted of (55)

customers from Colette’s and (55) customer from El Mare aged from 18 – 53

years old and above.

Definition of Terms
 10

Buko Pie. Buko Pie is a Filipino-style coconut pie made of fresh, tender young

coconut meat combined with a creamy filling and enclosed in a flaky

pie crust. It is a tangible product that consumer’s purchased.

Coconut. Coconut is an edible fruit of the coconut palm which is very important

in making Buko Pie. This is the main source of the product.

Delicacy. This refers to a rare and expensive food item that is considered highly

desirable, sophisticated, peculiarly distinctive within a given culture.

Frequency of Buying. This refers to the number of times a customers make a

purchase from you in a given time period. 

Innovation. This refers to implementing a new method and ideas that result in

the introduction of new goods or services or improvement in offering

goods or services.

Packaging. This refers to the materials that contain, identify, promote and also

protect the product for damage.

Price. This refers to the paying price for a commodity. It is determined by the

cost of the services, income capacity, targeted sector, supply, and

the demands.

Product. This refers to anything tangible and intangible that are profitable to the

business. The Buko Pie is considered a famous product from

Laguna.

Promotion. Refers to any type of marketing communication used to inform

target audiences of the relative merits of a product, service and

brand.
 11

Taste. This refers to the sensation of flavor perceived in the mouth and throat

on contact with a substance. This was the basis why Buko Pie

became popular.

Chapter 2

REVIEW OF RELATED LITERATURE

Coconut Product

According to Garcia, (2016), Since coconut growers are still regarded as

the poorest of the poor in the agricultural sector. The two municipalities in

Batangas that produce the most coconuts, San Juan and Sto. Tomas provided

the original data . Using data from the Philippine Coconut Authority, a master list

of coconut farmers was created. According to the survey, the only significant

entities involved in the buko marketing chain in Batangas were producers,

assembler-wholesalers, and processors-retailers. The costs and returns analysis

revealed that making buko pie instead of selling it as fruit yields the maximum net

income. The study suggested that value addition must be carried out in order to

boost the income of the farmers and assembler-wholesalers. Additionally, the

processor retailer incurred the biggest marketing margin due to the fact that they

incur the highest marketing cost among the farmers and assembler-wholesalers.

Furthermore, this can benefit households looking to make extra money.

Laguna is renowned for its delicious foods and enticing cuisine items.

Additionally, Laguna has a unique product with a distinct flavor that is primarily
 12

produced in various municipalities, such as Santa Cruz, Laguna, which is well-

known for its white cheese or kesongputi; Los Baos, Laguna, which is well-known

for its mer-nels  cake and buko pie; San Pablo, Laguna, which is well-known for

its delectable ube; Nagcarlan, which is well-known for its espasol and uraro; and

Pagsanjan is well known for its bibingka. This research has the potential to

inspire fresh thinking, open readers' eyes, and most importantly, increase their

knowledge in a variety of ways. The results of this analysis will be helpful to the

proprietors of various Laguna specialty food stores and will help to advance and

develop their businesses. (Cinco, 2012).

According to Natividad, A. N., & Carpio, J. T. the Coconut, (Cocus

Nucifera) plant is frequently referred to as the "tree of life" since each of its parts

—the root, body, leaf, and fruit—has value and can be utilized to create a range

of goods and byproducts that are essential to the majority of Filipinos' daily lives.

It is a source of a wide range of goods, especially in the province of Quezon,

where an abundant coconut harvest is the main source of copra, buko pie and

buko juice from the fruit, walis-tingting from the leaves, timber from the body, etc.

Because of its importance, the coconut sector played a role in the growth of our

nation's economy. The Philippines was listed as the greatest coconut producer in

the world by the Food and Agriculture Organization of the United Nations in

2009. As a result, the government gave the value of coconuts and their ongoing

contribution to our nation's agriculture top priority. The coconut scale bug,

Aspidiotus destructor Signoret, cocolisap (Hemiptera: diaspididae), has,

nevertheless, been affecting the harvest of coconuts for the past three years. It
 13

poses a threat to the sustainability of coconut production in our nation's

agriculture.

According to Pantoja, B. R., & Britanico, S. C. R. (2013), The "Coconut

Productivity Enhancement and Trading" project in Laiya, Aplaya, San Juan,

Batangas [Philippines] is one of the Department of Agrarian Reform's (DAR) sub-

project proposals under the Agrarian Reform Community Connectivity and

Economic Support Services (ARCCESS) project. The sub-project, which is

designed for the SAPAGLAYA MPC [Multipurpose Cooperative], seeks to

increase the revenue and productivity of the ARBs [Agrarian Reform

Beneficiaries] cooperative in managing agribusiness. It aims to do the following in

particular: 1) train 103 ARBs on coconut productivity improvement and farming

methods from 2012 to 2013; 2) build relationships with the local government unit

and the PCA to make it easier to provide fertilizers to support coconut

productivity in about 50 hectares by 2013; 3) Increase production from 2.18 tons

to 2.83 tons per hectare per year, 4) Develop a successful agri-enterprise

through the provision of elf trucks and business development services, 5)

Facilitate marketing tie-ups with agri-firms/buyers, and 6. Strengthen relationship

with the LGU and the PCA for the complementarity of actions and resources. It

includes two main components: 1) fertilization of coconut, which entails working

with the LGU and PCA to conduct trainings on improving coconut productivity

and farming systems, as well as providing fertilizers and agri-extension services

to ARBs, and 2) coconut marketing, in which the chosen ARBO will be skilled.
 14

According to J.SiriphanichP.Saradhuldhat (2014), Coconuts are a miracle

fruit that give consumers both a cool drink from their water and energy from their

kernel. Cooking oil is made from the mature kernel's oil, which is also used to

make soap and detergent. The tree itself is referred to as "the tree of life"

because it not only feeds the residents with food but also shelter and a variety of

other goods. Copra, also known as dry kernel, used to be a significant worldwide

commodity. Due in part to the false notion that coconut oil is a bad food with a lot

of saturated fat, its importance declined after World War II. Lower demand and

lower prices were the outcome. Recently, demand for coconuts has increased,

particularly for their virgin oil and young, fresh fruit, which are both widely

recognized as nutritious foods. This chapter offers information about the fruit's

water and kernel during both the immature and mature stages, as well as

postharvest biology and technology. Therefore, it is essential that readers make

a distinction between these two fruit components and stages.

Buko Pie

According to Del Rosario, (2020), Today, buko pie is enjoyed by locals

and travelers alike. It’s perfect as a delicious dessert or snack. It’s available for

purchase all year round. Due to its popularity (and cost of ingredients rising), a

box of buko pie has gone up from P110 in 2006, to around P210 today. In any

case, it’s still worth every peso because a trip to Laguna just ain’t complete

without taking home a box (or two!) of the yummy buko pie.

 15

This pie is baked twice. The pie crust dough, which is composed of flour,

salt, sugar, butter or margarine, ice water, and egg yolks, is chilled before being

rolled out very thinly and blind baked in an 8- or 9-inch pie pan. It is then

removed from the oven and allowed to cool. Buko, custard, and sweetened

condensed milk are combined to make the pie filling, which is then warmed

before being put into the pie crust and covered with another crust. This process

is done over low heat. When the pie is finished baking, the top crust is sealed by

being crimped or fluted around the edges. This pie is offered as a snack or

dessert. When passing through Los Baos, Filipinos make sure to pick up boxes

of buko pie to give as gifts to family and friends. From Los Baos to adjacent

Calamba City, pasalubong shops of several buko pie producers compete for your

attention on both sides of the roadway. Although buko pie is often basic,

flavorings like almond, pandan, and vanilla essences can now be added. The

buko pie has a lot of calories, is high in fat and carbohydrates, but also contains

some protein. It is a good source of niacin, iron, magnesium, calcium, and folate.

Its calories are also increased by the white sugar and condensed milk. Each slice

has 90 calories (377 kJ). (Tita S travels, 2021)

According to Cuneta, J. (2013), The Filipino delicacy originated in Laguna,

south of Manila, which is known as the home of the best buko pies in the nation.

The humble coconut pie is filled with succulent slices of young coconut, or buko,

meat, and is in some ways to the Philippines what apple pie is to the United

States - a simple, wholesome dessert made with an ingredient found in

 16

abundance locally. From Calamba to Los Banos, the national route is lined with

buko pie shops. The Orient is the country's oldest buko pie shop, but over the

past 40 years, buko pie shops have popped up throughout the roads of Los

Banos and other nearby towns. It is sold on the streets and ambulant vendors

market the delicacy inside provincial buses. Nanette Risano, the sister of The

Orient's proprietor Soledad Pahud, created the buko pie recipe in 1965. When

Ms. Risano began beginning to cook, she experimented with a wide variety of

pies. She opened the first speciality buko pie shop in the Philippines when her

buko pie became popular, and the business continues to this day to prepare all

pies by hand and utilize only natural ingredients. According to Ms. Pahud, they

have strict requirements when choosing their coconuts and won't utilize any that

were picked on the day of delivery. The Orient, Lety's, and Colette's are the most

well-known brands in the nation. The dish is also manufactured by street sellers,

however most of them use too little coconut meat and are primarily made of

cornstarch.

Every time Filipinos visit a new location, we buy souvenirs to bring

something back with us as a memento of our travels and the foods we ate to

share with our family and friends so they can enjoy the delicacies we were

fortunate to taste.  Condensed milk is used as a sweetener, and additional

ingredients, such as pandan and vanilla for flavoring, can also be added. It is

similar to a cream pie but is cooked using coconut meat instead of pastry. Hot

coffee goes great with it. Filipino bakers have developed various versions of the
 17

buko pie over the years, including smaller cupcake-like designs. Because

coconut is high in protein and vitamins like Vitamin A, Vitamin B, Vitamin C, and

Calcium to mention a few, it is not only a delectable dessert but also offers health

advantages. The pies are also quite popular when served as a festive dessert to

go with traditional holiday fare like Lechon, ham, fruit salad, queso de bola, and

others. Buko Pie is a treat that you and your Filipino family will absolutely enjoy,

no matter where you are from. ( blog.mangotours.com 2018)

According to Villegas, M. (2022), 50% of the total calories are from fat,

44% from carbohydrates, and 5% from protein. The majority of the calories come

from sugar, milk, and coconut meat. A single slice of buko pie often has a lot of

calories, however there are healthier versions with fewer. It's not surprising that

buko pie calories can be so high considering that the recipe for this decadent

dessert or a substantial amount of white sugar and condensed milk. Every

serving contains extra calories and carbohydrates because to these components.

You can still enjoy this sweet pastry because it contains nutrients. It is a good

source of magnesium, iron, calcium, niacin, and folate. You can enjoy every

mouthful of buko pie while reaping the nutritional advantages of its calories.

Coconut, which is packed with nutrients, is the main component.

Innovation

All these enticements and sweeteners, whether they be special features of

the product, its packaging, or even the customer service itself, keep customers
 18

happy and returning for more. This is the tale of two microbusinesses that began

to innovate in order to maintain their position in the cutthroat market. Buko pies

can vary widely. And Lety's Special Buko Pie stands out among all buko (young

coconut) pies in the Los Baos-Calamba region. This was the outcome of a

"focus group discussion" that was reported in FOOD magazine's July 2002 issue.

Such flattering compliments are merely the cherry on top for Mrs. Lety O.

Belarmino, the brains behind Lety's Special Buko Pie. Belarmino knew her meals

because she had University of Santo Tomas undergraduate credits in home

technology. So, in 1976, armed with 200 pesos and her own top-secret recipe,

she rented a stand outside UP Los Baos and started selling her buko pies to

students, faculty, and staff there. Her regular clientele expanded as a result of

word of mouth. The shelf life of food exports is a problem that must be solved.

Buko pies can still be eaten after three days if they are not refrigerated and after

one week if they are. However, while regular freezing significantly outlasts

refrigeration in terms of shelf life (up to one month), reheating frozen pies results

in their becoming soggy and losing their texture. (devnetinternational.org)

Packaging

According to Bo Rundh. (2013), In today's society, the distribution of

goods has taken on increased significance. Without packaging, we couldn't

transport food products across great distances or export them. According to the

Swedish research organisation Innventia (2011), Fast Moving Consumer Goods

(FMCG) packaging material expenses might account for up to 20% of the sales
 19

price. Twenty to thirty packages are shown to and handled by a consumer each

day, some of them multiple times. Even if there are valid reasons for using less

packaging, a significant amount of food is presently lost in underdeveloped

nations. This is frequently brought on by inadequate packaging and packaging

techniques, which lead to damage during transportation and storage as well as a

lack of cold chain facilities.

According to Imiru, G. A. (2017), The product package typography affect

the brand identity and personality due to multiple structural and visual elements,

including brand logo(s), colors, fonts, package materials, pictorials, product

descriptions, shapes and other elements providing rich brand associations.

Legibility and readability of the product package are critical concepts of the

product typography mostly because, when products are displayed in the shelf,

the rationale for package typography is to reduce time spent looking for the

particular brand, by ensuring the customer easily locates, identify and notices

their preferred brand. Therefore, marketers believe that the brand name,

company name, place of origin, company address and others are important

components of the package typography which are essential in attracting

consumers‟ attention and ultimately influence their purchase decisions.

According to Shah, Ahmed and Ahmad (2013), A good packaging helps to

identify product to the consumers. Packaging is used for easily delivery and

safety purpose. The producer use the packing for the consumer satisfaction that

the product is original means that the product is new. They also use for the

promotional purposes as well as to differentiate the product from other brand.

 20

Modernization of the Coconut Industry

According to Javier, E.Q, (2015), The following numbers demonstrate how

important coconut is to the Philippine economy: In 2013, coconut ranked fourth

among crops, behind rice, bananas, and corn, with a PhP77.4 billion contribution

to the national economy. 3.56 million hectares, or nearly one-fourth of the entire

land area used for agriculture, are planted with it. Coconut farming accounts for

the majority of the activities of an estimated 3 million farmers. We are the biggest

exporter of coconut oil and coconut meat in the world.

Before I get started, let me define what "modernizing" the coconut sector

means. While improving the sector's overall productivity and making it more

competitive internationally are both important goals, modernizing goes beyond

that. It also includes implementing new, scientifically based methods of

agricultural production, processing, and logistics. Environmental sustainability for

the present and future generations of Filipinos, as well as equity, especially for

the primary producers (the coconut farmers), can be and frequently are

shortchanged in the drive for modernization, are also among the main goals of

modernization. Long into the future, the coconut will continue to be a very unique

aspect of the Philippine landscape. As the next ideal substitute for the vegetative

cover of the original tropical rain forest that they replaced, coconuts will adorn the

coasts where they are best adapted to salty conditions and on slopes where they

provide critical ecological services. The coconut has the distinct advantage of

being more resistant to typhoons than other industrial tree crops like oil palm and

rubber, which regrettably frequently visit the archipelago. Only Mindanao and
 21

Palawan can safely grow oil palm and rubber; Visayas and Luzon cannot. Four

important complimentary paths can be used to increase the productivity,

sustainability, competitiveness, and equity of the Philippine coconut business.

These are: 1) increasing the primary productivity of the coconut tree itself; 2)

intensive, sustainable multiple canopy coconut farming; 3) maximizing the usage

of the coconut fruit and vegetative parts by conversion into various products; and,

4) increasing the productivity of the coconut industry as a whole, and 4)

Integration with the manufacture of oleochemicals is step four. The necessary

natural resources, technological advancements, human capital, and institutions

both public and private are at hand. These are the particular uses for which the

coconut levy should be applied. To undo decades of neglect of the coconut

business and advance the sector, all that is required is a united political resolve.

According to Manikantan, Shameena Beegum, R Pandiselvam, K.

B. Hebbar, (2021), With the rise of globalization, the potential to transform

coconut into new value-added products such as dried coconut powder,

virgin coconut oil, coconut chips, coconut milk, preserved tender nut water,

and coconut inflorescence sap into coconut sugar is becoming more and

more apparent. These products can replace traditional processed goods

like copra and coconut oil. Those made from mature coconut kernels,

mature coconut water, tender coconut water, tender coconut kernel, and

coconut inflorescence sap are examples of value-added coconut food

products. The Regional Research Laboratory (RRL),

Thiruvananthapuram/National Institute for Interdisciplinary Science and

 22

Technology, Kerala has devised a technique for the upgradation and

preservation of tender and mature coconut water. Coconut water

concentration can also be used to make aerated and bottled ready-to-drink

coconut water beverages. Since the dawn of time, inhabitants of the

world's coconut-growing regions have relied on coconut for both health and

sustenance.

According to Camacho, DV, (2016), in various economies,

entrepreneurship is increasingly being used as a tool to encourage economic

growth and development. The question of what influences a person's decision

to pursue entrepreneurship is essential. The purpose of this study is to identify

the elements that influence a person's decision to launch their own business.

The study's participants in Los Banos, Laguna included 100 entrepreneurs

and 100 non-entrepreneurs. Profit regression was used to calculate the

likelihood that a person will start their own business in relation to several

parameters. Six characteristics are found to be important by the analysis:

gender, family size, wealth, having entrepreneurial parents, years of

education, and risk tolerance. It has been discovered that women are more

likely to engage in entrepreneurial activity. On the other side, a person's

likelihood of becoming an entrepreneur declines as their number of years

spent in education increases. The decision to start a business has a direct

correlation with family size. Additionally, a person is more likely to launch a

business if they are wealthy. Last but not least, a person's likelihood of

becoming an entrepreneur increases if one or both of his or her parents are

 23

entrepreneurs and if that person is more risk-tolerant. The study suggests that

would-be entrepreneurs should have access to personal entrepreneurial

development (PED) trainings, low-interest loans, and small company

insurance systems.

Local Delicacies

According to Chan. R.R.T, (2020), The "New Seven Wonder Cities of

the World," or Vigan City, is known for its delectable cuisine and beverages.

The topic in this subject is centered on learning where the city's traditional

dishes come from. This research will also include strategies for preserving and

maintaining these real foods. An exploratory research approach was used to

identify the many authentic culinary specialties that are unique to and

originated in the wonder city of Vigan. A survey questionnaire was also used

to gauge how well-informed visitors were about the city's local cuisine. The

findings of this study showed that the traditional and genuine meals found in

the city are very distinctive indicators of the distinctiveness of the region's

vibrant cultural presence. Given that it is clear that food plays a vital role in

defining a unique local identity, the city has a great potential to become known

as a culinary destination. Most of the city's culinary gems are well known to

tourists and other visitors. As a result, this is a promising lead for the

development of culinary tourism in Vigan City. Additionally, several

suggestions were made.

 24

According to Ricafort, M. (2020), In Lobo, Batangas, this study sought to

ascertain the current state of tourist attractions, local product contributions, and

marketing techniques. One hundred seventy (170) inhabitants, visitors, and

tourism officers in all completed the survey. Using a survey questionnaire as a

descriptive research methodology. According to the findings, people frequently

visited Malabrigo Lighthouse, also known as Faro de Punta de Malabrigo. The

Anihan Festival, which honors the abundant production of regional agricultural

crops, is the primary local product and activity in Lobo. Another locally produced

item that is processed into wines and sweet treats is tamarind fruit. The tamarind

wine is one of the most used tamarind products, thus Lobo considered producing

its own distinctive wine. The success of marketing strategies was evaluated

based on how well they established support infrastructure and services. In order

to effectively employ billboards and signage, one of the primary tactics suggested

was to combine comedy, powerful imagery, and wordplay messages.

According to Bartolo, K. (2022), A community's way of life is represented

by its cultural legacy. A group or culture leaves behind both tangible items and

intangible characteristics that are kept alive today and handed down to upcoming

generations. Aside from historical sites, buildings, oral traditions, performing arts,

and so forth, food is also considered cultural heritage because it shapes and

forms the identity of a community. It also serves as a means of transporting

tourists to the past, or more precisely, a particular view of the past, which can

then influence current and future cultures (IGI Global, n.d.). It is a legacy that can
 25

be passed down through food to tell different tales about significant historical

occurrences that led to and influenced the present.

According to Munjeri, (2014), described tangible cultural legacy as any

material remains, such as archaeological sites, historical monuments, and

artifacts, that are significant to a community, a nation, or/and humanity in order to

highlight the differences between these two. The vastness of humanity's living

legacy is reflected in intangible cultural heritage, which is also the primary

repository of cultural diversity. Adobo, sinigang, sisig, halo-halo, pancit, kare-

kare, and other delicacies and culinary traditions that were somewhat adapted

from colonists are among the Filipino foods and culinary traditions that are

recognized as cultural heritage because of its historical and cultural value.

Filipinos traditionally prepare meals using the ingredients that are readily

accessible in the local area.

Gastronomy

According to Richards, G. (2017), Heritage has long been a cornerstone of

European tourism growth. According to estimates, cultural tourism, which is

heavily focused on various forms of heritage, makes up about 40% of all

international travel. It is therefore not surprising that many places have made

heritage and cultural tourism the focal point of their development initiatives. But in

recent years, there has been a growing understanding that effective tourism

development depends on both tangible and intangible heritage. Intangible

 26

heritage, such as popular culture, traditional practices, and gastronomy, provide

a crucial support for tourism development and can in themselves operate as

defining elements for the destination. While tangible heritage may include many

of the iconic sites that fuel tourism growth. This essay traces how food evolved

from a staple of travelers to one of the essential players in the tourism

development process, focusing on the role of gastronomy as an important

aspect.

According to Bessiere, J. (2013), Heritage continues to be a challenging

topic of study as a symbol of local identity. The topic of heritage construction, or

"heritagization," will be explored using food in this conversation because it is

crucial to promoting rural tourism. Food could be seen as a key resource for rural

development strategies if it is currently seen of as a site of cross-cultural contact

that aids in the formation of social identities. Gastronomic legacy, in its forms of

development and mobilization, questions the social and cultural dynamics of a

particular location because it is also closely related to the tourism industry. This

conversation will focus on heritage as a social construct and as a tool for action,

with a dual goal in mind. When can heritage become a resource and part of

professional opportunities? is the question we'll try to address. How much of this

appears to be unquestionably subject to local ownership? Methodological note: It

is important to emphasize that this discussion, which is the product of research

on three rural areas of France, will make an effort to formally and impartially

propose a way to understand how heritage is created.

 27

According to Corvo, P. (2021), The preservation and promotion of food

heritage is frequently viewed as a potential means of attaining goals for social

and cultural sustainability. This is some of the factors that contribute to the

heritability of food and considers its dangers. It largely focuses on publications in

anthropology, geography, and sociology. In general, it tries to illuminate the

benefits and drawbacks of food heritage in terms of enhancing the socio-cultural

sustainability of the food system. The analysis draws attention to concerns that

extend across multiple domains, such as the marginalization of both tangible and

intangible components of the local food system and the exclusion of important

players from the identification and institutionalization of food heritage. The review

emphasizes the tight dependency between tangible and intangible components

throughout food heritage and evaluates how interactions between local and

global scales can influence and activate this process. It highlights the necessity

of paying closer attention to the variables, participants, and connections behind

the creation and acceptance of food and food-related components as a

component of regional history.

According to Ehrenberg, A. (2000), A significant part of both public and

private life revolves around to the acquisition and consumption of things. This is a

relatively specific but crucial topic because repeat purchases are essential to the

continued consumption (or sales) of many goods. For instance, repeat purchases

are dependent on the frequency with which various customers purchase an item

over the course of a specific time frame and the frequency with which those
 28

same buyers purchase the product over the course of the following period of

time. Customer behavior is intricate. Pre-purchasing demands and behaviors that

are used , and outside influences, such as Advertisement and marketing, retailer

accessibility, personal selling and word-of-mouth impacts, and variations in the

manufacturing process, the packaging, and pricing all affect the buying habits of

consumers.

Chapter 3

RESEARCH METHODOLOGY

Research Design

This study applies descriptive research design to determine the

competency status of selected Buko Pie store in relation to customers frequency

of buying. Descriptive research design is a type of research design that aims to

obtain information to systematically describe a phenomenon, situation, or

population. More specifically, it helps to answer the what, when, where, and how

questions regarding the research problem, rather than why (voxco.com). This is

also a mixed methods where survey and interview techniques were utilized so

that the researcher were able to access competency status of selected Buko Pie

store in relation to customers frequency of buying.

 29

Population and Sampling Techniques

Convenience sampling, often referred to as availability sampling, is a

particular kind of non-probability sampling technique that focuses on data

collection from population members who are easily available to participate in the

study. Convenience sampling is a sort of sampling in which the research will

relied solely on the first primary data source that is made available. In other

words, this sampling technique entails gathering individuals wherever it is easy to

do so. (research-methodology.net/sampling)

The respondents were chosen according to the need of the study. The

study needs to determine the who is the chosen participant as the 110

respondents. In order to make the data more reliable. As a result, the

researchers wants used the survey questionnaires to know the perception of all

the respondents. The population of the study is composed of 110 Buko Pie

customers from 55 customers of Colette’s Buko Pie and 55 customers of El Mare

Buko Pie.

Research Procedure

This section outlined the procedure for gathering data. First the researcher

conduct a research title and was validated by instructor. The researchers create

a checklist of survey questionnaires to assess the competency status of selected

Buko Pie store In relation to customers frequency of buying. Upon approval of

the research questionnaire from our research adviser, the researchers produced

the following in order to comply with the standards. Researchers wrote a letter

requesting permission to conduct a survey. After the letter was approved, the
 30

researchers can conduct a survey Infront of the Buko Pie Store. After receiving

the respondents' responses, the researchers were able to compile the findings of

the data. Using the IBM SPSS and Microsoft Excel, the researchers tallied the

respondent’s response.

Ethical Considerations

Ethical Considerations can be specified as one of the most important parts

of the research. According to Bryman and Bell (2007), the following ten points

represent the most important principles related to ethical considerations. (i) No

harm of any kind should ever be done to research participants. (ii) Priority should

be given to upholding the dignity of research participants. (iii) Prior to the study,

complete consent from the subjects should be obtained. (iv) It is necessary to

ensure that research participants' privacy is protected. (v) The confidentiality of

the study data should be adequately protected. (vi) It is necessary to guarantee

the anonymity of the people and organizations taking part in the research. (vii)

Avoid lying or exaggerating the research's goals and objectives in any way. (viii)

Any and all affiliations, funding sources, and any conflicts of interest must be

disclosed. (ix) Any form of communication on the study should be done in an

honest and open manner. (x)It is important to avoid giving out any false

information or biased data finding must be avoided.

Statistical Treatment

The researchers conduct survey questionnaire to gather the data needed

to analyze and interpret the Competency Status of Selected Buko Pie Store In

Relation to Customers Frequency of Buying. After we conduct the following the

 31

researchers summarized the data gathered. The profile of the respondents was

determine using percentage methods in terms of age, gender, civil status and

monthly income. The data was analyzed and interpreted using weighted mean

and standard deviation formula. One way ANOVA was used to analyze the

significant differences between Competency Status of Selected Buko Pie Store

In Relation to Customers Frequency of Buying when group of profile variables.

Research Instrument

This research entitled competency status of selected Buko Pie store in

relation to customers frequency of buying. In order to obtain the require

information for this study, the researchers produced a survey questionnaire as

an instrument to gather the data needed. The research instrument was made up

of three parts. Part I focused on respondent profile in terms age, gender, civil

status and monthly income. Part II was made up of questions were constructed

using a Likert scale of 1 to 4. Part III were going to check the box to measure the

frequency of buying.

Scale Range Interpretation

4 3.50 – 4.00 Strongly Agree

3 2.50 – 3.49 Agree

2 1.50 – 2.49 Moderately Agree

1 1.00 – 1.49 Disagree

Reliability Test
 32

Like validity, reliability is an instrument for assessing the level of the

measurement procedure to gather data. A study's measurement process must be

trustworthy before the findings can be regarded as valid (dissertation.laerd.com).

The result of the pilot study was enumerated in the table below:

Table 1. Result of Reliability test

Variables Cronbach Alpha Number of Items Interpretation

Innovation 0.63 5 Reliable
Price 0.99 5 Reliable
Taste 0.63 5 Reliable
Promotion 0.63 8 Reliable
Legend: >0.81 – 1.00 (Very Reliable), >0.60 – 0.80 (Reliable), >0.40 – 0.60 (Quite
Reliable), >0.20 – 0.40 (Rather Reliable), >0.0 – 0.20 (Less Reliable)

As seen from the table above, the computed Cronbach Alpha (a) values

were greater than 0.60. this meant that the questionnaire is acceptable and valid

to used.

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

I. Profile of the Respondents in Colette’s Buko Pie

 33

Age of the Respondents in Colette's Buko Pie

2% 4%
18-31 years old
7% 11% 23-27 years old
28-32 years old
33-37 years old
18%
36% 38-42 years old
43-47 years old
48-52 years old
22%

Figure 2. Distribution of the Respondents in terms of Age

Figure 2 shows the distribution of respondents in Colette’s Buko Pie in

terms of age. Out of fifty-five (55), two (2) or four (4%) belong to ages 18-31

bracket. Next, six (6) or eleven (11%) belong to ages 23-27 bracket. Ten (10) or

eighteen (18%) belong to ages 28-32 bracket, twelve (12) or twenty-two (22%)

belong to ages 33-37 bracket, twenty (20) or thirty-six (36%) belong to ages 38-

42 bracket. Four (4) or seven (7%) belong to ages 43-47. Lastly one (1) or two

(2%) belong to ages 48-52 bracket.

Based on the figure above, ages 38-42 years or 36% are the majority of

the respondents. It implies that a lot of of adult really enjoy eating and buying

buko pie.

According to Desbouys L., (2019), stated that, 18 to 42 year old group had

the highest consumption of nutrient-poor foods (compromising comprising SSB,

alcoholic drinks, biscuits and pastries, confectionary and chocolates, salty and

fried snacks, etc.). Buko Pie is very high in calories and rich in fat, carbohydrates

and proteins according to its nutritional value. It is a source of calcium, iron,

 34

niacin and folate. As a result of the use of white sugar and condensed milk in the

pastry, excess calories and simple carbohydrates are found.

Gender of the Respondents in Colette's Buko Pie

2%
33% male
female
LGBTQ
65%

Figure 3. Distribution of the Respondents in terms of Gender

Figure 3 shows the distribution of respondents in Colette’s Buko Pie in

terms of gender. Majority of our respondents are female with the frequency of

thirty-six (36) with the percentage of 65% next, male with frequency of eighteen

(18) with percentage of 33%. Lastly, the LGBTQ with frequency of 0ne (1) with

percentage of 2%.

Based on the figure above, 65% of the respondents are mostly women,

because women always crave for something sweet and mostly they eat sweet for

strees reliever.

According to Hallam J., (2016), stated that, Men and women typically have

different eating cravings. Men report stronger cravings for savory items (such
 35

meat, fish, and eggs), whereas women report more cravings for sweet foods,

according to a number of studies  like chocolate, pastries, ice cream, etc.

Civil Status of Respondents in Colette's Buko Pie

2%

single
44% married
55% separated

Figure 4. Distribution of the Respondents in terms of Civil Status

Figure 4 shows the distribution of respondents in Colette’s Buko Pie in

terms of of Civil status. Out of fifty-five (55) most of our respondents are married

with the frequency of thirty (30) with the percentage of 54% next is single with the

frequency of twenty-four (24) with percentage of 44%. Lastly one (1) or two (2%)

belong to separated.

Based on the figure above, 54% of the respondents are married. Married

couple are mostly to spend money and capable of buying food not just for them

self but for their families.

 36

According to Yunisari D., (2020), People who are married spend more

money on products and services. The family head of the family may elect to

make the purchase alone or alongside his wife. Depending on an individual's

personality, traits, attitudes, and evaluation criteria as well as their influence on

the decision-making process involved in the purchase of products and services,

the family might have an impact on a member's purchasing behavior. Khaniwale

(2015) the family was mentioned as one of the social elements, along with

reference groups, consumer roles, and status, to influence a purchase. (Amalina,

et al., 2017) is a basic necessity for consumption, therefore the greater the

family, the higher the cost of food consumption will be. Even though there are

other factors that affect consumption, including as preferences, income, the cost

of the commodities, and even future price expectations, married people with

larger families must still consume food and transportation in order to increase

Monthly Income of Respondents in Colette's

Buko Pie

4%
7% below 10,000
18% 10,001- 15,000
15,001- 20,000
20,001-25,000
53% 18% 25,001 and above

their quality of life.

 37

Figure 5. Distribution of the Respondents in terms of Monthly Income

Figure 5 shows the distribution of respondents in Colette’s Buko Pie in

terms of monthly income. Twenty-nine (29) or fifty-three (53%) of the

respondents have the monthly income of Php 20,001-Php25,000. Ten (10) or

eighteen (18%) have the monthly income of Php10,001-Php15-000. On the other

hand the Php15,001-Php20,000 also has a Ten (10) or eighteen (18%) of our

respondents monthly income. Next is four (4) or seven (7%) of the respondents

have a monthly income of Php 25,000 and above. Lastly two (2) or four (4%) of

the respondents have the monthly income of below 10,000.

The figure above shows that 53% of the respondents have monthly

income of 20,001-25,000 per month, because they mostly to have a stable job or

some other have their personal business.

According to Wall M., (2010), households with higher incomes spent more

money on a variety of foods, both good and less healthy. Higher income

households considerably increased their spending on both fruits, vegetables, and

sweets and snacks as compared to lower income households.

According to Nowicki P., (2012), attitudes of consumers towards food

depends on many attributes, which affects in different ways on their preferences,

lead to acceptance and the selection of some products, and rejecting others. An

integral part of consumer behavior in the food market is raising funds to meet the

needs, which can be regarded as a condition without which there is no process of

consumption. Consumer approach towards foods is influenced by several

 38

aspects, which prejudice the costumer's preferences and their decision whether

to accept or reject produced good

I. Profile of the Respondents in El Mare’s Buko Pie

Age of the Respondents in El Mare’s Buko Pie

7% 4% 18-22
9% 23-27
9%
5% 28-32
33-37
15% 15%
38-42
43-47
48-52
36% 53 years old and above

Figure 6. Distribution of the Respondents in terms of Age

Figure 6 shows the distribution of respondents in terms of age. Out of fifty

five respondents thirty - six (36 %) belong to ages 38 – 42, then fifteen (15 %)

belong to ages 33- 37 same with ages 43- 47, next is nine (9%) belong to ages

23-27 same with 48 – 52. While seven (7%) belong to ages 53 years old and

above. Five (5%) belong to ages 28 – 32. Lastly four (4%) belong to ages 18 –

22. Based on the figure above

Based on the figure above, ages 38 – 42 has the highest among the rest

because we observe that these age likes to purchased buko pie.

According to Lucille Desbouys (2019), stated that, The 18-39 age group

consumed the most nutrient-deficient foods (comprising SSB, alcoholic drinks,

cookies and pastries, confectionery and chocolates, salty and fried snacks, and
 39

so on). According to its nutritional value, Buko Pie is high in calories and high in

fat, carbs, and proteins. It is high in calcium, iron, niacin, and folate. Excess

calories and simple carbs are contained in the pastry due to the usage of white

sugar and condensed milk. 

Gender of the Respondents in El Mare’s Buko Pie

5%
25%
male
female
LGBTQ

69%

Figure 7. Distribution of the Respondents in terms of Gender

Figure 7 shows the distribution of respondents in terms of gender. Majority

of the respondents are female with sixty-nine (69%) while the male have twenty-

five (25%) and lastly LGBTQ with six (6%) of the respondents.

Based on the figure above, 69% of the respondents are mostly women

because we thought that women always crave for something sweet.

According to Hallam J, (2016), stated that, Men and women typically have

different eating cravings. Men report stronger cravings for savory items (such

meat, fish, and eggs), whereas women report more cravings for sweet foods,

according to a number of studies  like chocolate, pastries, ice cream, etc.

 40

Civil Status of the Respondents in El Mare’s Buko

Pie

5% 5% 22%
single
married
widowed
separated

67%

Figure 8 . Distribution of the Respondents in terms of Civil Status

Figure 8 shows the distribution of respondents in terms of civil status. Out

of fifty five (55) respondents most of our respondents are married with sixty-

seven (67%), while twenty-two (6%) are single, then six (6%) are widowed and

lastly five (5%) are separated.

Based on the figure above,67% of the respondents are married and we

thought that couple are more capable of buying food not just for themselves but

for their family as well.

According to Deviani Y., (2020), Married people spend more money on

goods and services. The family leader has the option of making the purchase

either by himself or with his wife. The family may have an effect on someone's

purchasing behavior depending on an individual's personality, attributes,

attitudes, and evaluation criteria as well as their influence on the decision-making

process involved in the purchase of products and services.

 41

Monthly Income of the Respondents in El Mare’s

Buko Pie

7% below 10,000
11% 10,001- 15,000
15,001- 20,000
44%
16% 20,001- 25,000
25,001 and above

22%

Figure 9 . Distribution of the Respondents in terms of Monthly Income

Figure 9 shows the distribution of respondents in terms of monthly income.

Forty-four (44%) of the respondents have a monthly income of 25,0001 and

above. Twenty- two (22%) have 20,001 – 25,000. Sixteen (16%) have 15,001-

20,000. Then eleven (11%) have 10,001- 15,000. Lastly seven (7%) of the

respondents have below 10,000 of monthly income.

The figure above shows that 44% of the response had a monthly income

of 15,001 to 20,000 per month because we thought that having more money has

a capability to buy food.

According to Melanie Wall. ( 2010), Higher-income households use more

money on a wide range of foods, both wholesome and less so. In comparison to

lower income households, higher income households substantially boosted their

spending on both fruits, vegetables, and sweets and snacks.

 42

II. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying

Table 2. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying in terms of Innovation of Colette’s Buko Pie

Store

Indicator Mean Std. Verbal Rank

Deviation Interpretation
1. Buko Pie can be now be 3.67 0.58 Strongly Agree 2
purchase in different flavors such
as Ube buko, Buko langka, Buko
pandan and Buko pinya pie.
2. Buko Pie can be now be 3.69 0.47 Strongly Agree 1
purchase in different variety like
classic and supreme.
3. Buko Pie can be classic and 3.62 0.49 Strongly Agree 3
fusion.
4. Buko Pie has a longer shelf life 3.55 0.57 Strongly Agree 4
and has export quality.
5. Buko Pie store adopted blast 2.82 0.72 Agree 5
freezing technology (a freezer
which is very cold) to prolong its
shelf life.
COMPOSITE MEAN 3.47 0.57 Agree
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 2 shows the evaluation of competency status of selected Buko Pie

store in terms of innovation. Indicator 2 (WM=3.69) got the highest ranking and it

was interpreted as strongly agree. On the other hand, Indicator 5 (WM=2.82) got

the lowest ranking and it was interpreted as agree. While the Indicator 1

(WM=3.67), Indicator 3 (WM=3.62) and Indicator 4 (WM=3.55) was interpreted

as strongly agree.
 43

Buko pie with different variety like classic and supreme can attrack

customers and it helps to increase more customers especially to those

customers who like to try different flavors of buko pie.

According to Tupas, F. P., & Banas, L. B., (2021), Filipinos, by nature,

love a variety of food from classic as well as sweet native delicacies. The entire

archipelago offers meticulously prepared local dishes that symbolize the

sweetness and closeness of every Filipinos. Furthermore, Filipinos are famous

around the world for eating three to five times a day. Filipino food is thrilling,

astonishing, but one unique feature of each Filipino cuisine is full of delightful

flavors. Aside from that local vendors are also selling delicacies inside the

markets or in the streets.

Table 3. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying in terms of Price of Colette’s Buko Pie Store

Indicator Mean Std. Verbal Rank

Deviation Interpretation
1. Buko pies price meets the 3.75 0.44 Strongly Agree 3
value of its cost.
2. The size of the pie fits with the 3.78 0.41 Strongly Agree 2
price.
3. Buko pies price is appropriate 3.73 0.45 Strongly Agree 4.5
for its quantity and quality.

4. Buko pie store have different 3.73 0.45 Strongly Agree 4.5
price range.
5. Has payment option to choose 3.82 0.39 Strongly Agree 1
from ( cash or gcash ).

COMPOSITE MEAN 3.76 0.43 Strongly Agree

Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 3 shows that the evaluation of competency status of selected Buko

Pie store in terms price. Indicator 5 (WM=3.82) got the highest ranking and it
 44

was interpreted as strongly agree. On the other hand Indicator 3 and 4

(WM=3.73) both got the lowest ranking and it was interpreted as strongly agree.

While Indicator 2 (WM=3.78) and Indicator 1 (WM=3.75) was interpreted as

strongly agree.

Usually, other customers didn’t carry cash with them because they mostly

used card or gcash because its easy for them to pay especially if they are in

hurry.

Ndiwalana, A., & Popov, O., (2008), Mobile phone payments present a

significant opportunity to integrate more users. The Philippines, a developing

country with arguably the most successful and widespread use of mobile

payments in the world. This will create a truly national system that can leverage

the projected growth of the mobile phone market and bring benefits to the

general population.

Table 4. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying in terms of Taste of Colette’s Buko Pie Store

Indicator Mean Std. Verbal Rank

Deviation Interpretation
1. The taste of the Buko Pie 3.84 0.37 Strongly Agree 4
does not chance since before.

2. Huge Buko chunks can be 3.87 0.34 Strongly Agree 3

taste in every slice of buko pie

3. There is a great combination 3.89 0.32 Strongly Agree 2

of crunch and smoothness of
crust and filling.

4. Buko Pie is still delicious even 3.78 0.42 Strongly Agree 5

it was added or combined with
other filling.
5. There is a balanced of 3.91 0.29 Strongly Agree 1
 45

sweetness and saltiness in one

pie.
COMPOSITE MEAN 3.86 0.39 Strongly Agree
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 4 shows the evaluation of competency status of selected Buko Pie

store in terms taste. Indicator 5 (WM=3.91) got the highest ranking and it was

interpreted as strongly agree. On the other hand Indicator 4 (WM=3.78) got the

lowest ranking and it was interpreted as strongly agree. While Indicator 3

(WM=3.89), Indicator 2 (WM=3.87) and Indicator 1 (WM=3.84) was interpreted

as strongly agree.

When it comes to and quality of buko pie the balance of sweetness and

saltiness of the product is very important because mostly of the customers relay

on the taste of the product. If the customers are satisfied to the product they

might return again to buy.

According to Drewnowski, A. et al., (2012), human desire for sweet taste

spans all ages, races, and cultures. Throughout evolution, sweetness has had a

role in human nutrition, helping to orient feeding behavior toward foods providing

both energy and essential nutrients. Infants and young children in particular base

many of their food choices on familiarity and sweet taste. However, their use has

led to further concerns that dissociating sweetness from energy may disrupt the

balance between taste response, appetite, and consumption patterns, especially

during development.

According to Cuneta, J., (2013), Every time a Filipino visits a new location,

they purchase mementos to bring home as remembrance of their travels and the

cuisines they enjoyed, to give to their family and friends so they can try the local
 46

cuisine that they were able to taste. The famous Buko Pie is one example. It is a

regional specialty of Los Baos, Laguna, in the Philippines. One of the best

Filipino desserts is this. The flaky crust of buko pie is its unique feature, while the

pie's filling is flavorful and creamy. Along with traditional holiday delicacies like

Lechon, ham, fruit salad, queso de bola, and others, the pies are also quite

popular as a Christmas dessert. No matter where they are from, Filipino families

love Buko Pie.

Table 5. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying in terms of Promotion of Colette’s Buko Pie

Store

Indicator Mean Std. Verbal Rank

Deviation Interpretation
1. Buko pie store post a 3.58 0.50 Strongly Agree 5
promotional videos of food and
new menus in social media
platform like facebook and
Instagram.
2. Buko pie store use online 3.53 0.63 Strongly Agree 6
delivery app like food panda.
3. Buko pie store use attractive 3.45 0.50 Agree 7
and bright colors of signage to
attract customers.
4. Buko pie store use eye 3.60 0.49 Strongly Agree 4
catching logo in their physical
store and social media pages.

5. Buko pies packaging provide 3.69 0.47 Strongly Agree 1

contact information,store location
and social media accounts like
facebook and Instagram.
6. Buko pie store gives free taste 3.09 0.67 Agree 8
of their products to potential
customers.
 47

7. The facebook of buko pie is 3.67 0.47 Strongly Agree 2

always responsive and active to
inquiries.
8. Buko pie store use excellent 3.62 0.49 Strongly Agree 3
quality of packaging.

COMPOSITE MEAN 3.53 0.53 Strongly Agree

Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 5 shows the evaluation of competency status of selected Buko Pie

store in terms promotion. Indicator 5 (WM=3.69) got the highest ranking and it

was interpreted as strongly agree. On the other hand Indicator 6 (WM=3.09) got

the lowest ranking and it was interpreted as strongly agree. While Indicator 7

(WM=3.69), Indicator 8 (WM=3.62), Indicator 4 (WM=3.60), Indicator 1

(WM=3.58), Indicator 2 (WM=3.53) and Indicator 3 (WM=3.45) was interpreted

as strongly agree.

Regarding to the information of the product that is displayed outside the

packaging helps the customers to be aware about the product they purchase.

Also it helps the customers on what they buy and where they can buy the

product.

According to Imiru, G. A. (2017), the product package typography affect

the brand identity and personality due to multiple structural and visual elements,

including brand logo(s), colors, fonts, package materials, pictorials, product

descriptions, shapes and other elements providing rich brand associations.

Legibility and readability of the product package are critical concepts of the

product typography mostly because, when products are displayed in the shelf,

the rationale for package typography is to reduce time spent looking for the

particular brand, by ensuring the customer easily locates, identify and notices
 48

their preferred brand. Therefore, marketers believe that the brand name,

company name, place of origin, company address and others are important

components of the package typography which are essential in attracting

consumers‟ attention and ultimately influence their purchase decisions.

According to Shah, Ahmed and Ahmad (2013), A good packaging helps to

identify product to the consumers. Packaging is used for easily delivery and

safety purpose. The producer use the packing for the consumer satisfaction that

the product is original means that the product is new. They also use for the

promotional purposes as well as to differentiate the product from other brand.

II. Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying

Table 6. Competency Status of Selected Buko Pie Store in Terms of Innovation

of El Mare’s Buko Pie Store

Indicator Mean Std. Verbal Interpretation Rank

Deviation
1. Buko pie can be now 3.62 .652 Strongly Agree
purchase in different
flavors such as Ube buko, 2
Buko langka, Buko pandan
and Buko pinya pie.
2. Buko pie can be now 3.69 .573 Strongly Agree
purchase in different 1
variety like classic and
supreme.
3. Buko pie can be classic 3.51 .635 Strongly Agree
and fusion. 3
4. Buko pie has a longer 2.60 .735 Agree
shelf life and has export 4
quality.
 49

5. Buko pie store adopted 1.60 .852 Disagree

blast freezing (a freezer
which is very cold) to 5
prolong its shelf life.
COMPOSITE MEAN 3.004 3.45 Agree
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 6 shows the assessment of competency status of selected buko pie

store in terms of innovation. Indicator 2 (WM = 3.69) got the highest ranking and

it was interpreted as strongly agree. On the other hand indicator 5 (WM = 1.60)

got the lowest ranking and it was interpreted as disagree. While the indicator 1

(WM = 3.62), indicator 3 (WM= 3.51), and indicator 4 (WM=2.60).

The indicator 2 received the highest rank and as we survey the el mare

buko pie store we found out that their buko pie are available in classic and

supreme.

According to Sawali, J. A., (2012), Since it brings tourists to the province,

business owners can raise the quality of their offerings. They must have creative

taste and be open to learning how to make the things better.

Table 7. Assessment Of Competency Status Of Selected Buko Pie Store In

Terms Of Price of El Mare’s Buko Pie Store

Indicator Mean Std. Verbal Interpretation Rank

Deviation
1. Buko Pies price meets 3.42 .854 Agree 3.5
the value of its cost.
2. The size of the pie fits 3.42 .738 Agree 3.5
with the price.

3. Buko pies price is 3.36 .910 Agree 4

appropriate for its quantity
and quality.
 50

4. . Buko Pie store have 3.44 .764 Agree 2

different price range.

5. Has payment option to 3.58 .738 Strongly Agree 1

choose from (cash or
gcash).
COMPOSITE MEAN 3.444 4.00 Agree
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 7 shows the assessment of competency status of selected buko pie

store in terms of price. Indicator 5 (WM = 3.58) got the highest ranking and it was

interpreted as strongly agree. On the other hand indicator 3 (WM = 3.36) got the

lowest ranking and it was interpreted as agree. While the indicator 4 (WM= 3.44),

indicator 1 and 2 got the same (WM= 3.42).

Indicator 5 received the highest rank because the el mare buko pie store

provide flexible option when it comes to payment.

According to Delos Reyes J.( 2021), Just like the e-payment system,

developments are made to make everyone's lives easier. The purpose of this

method is to eradicate the need for consumers to carry currency about, stand in

line to pay their bills, and wait for change. Given that everyone now uses digital

technology on a regular basis, this development is exactly what the public needs.

Consumers can now buy and pay for things online by linking their debit cards,

mobile wallets, and other digital gateways to shopping accounts.

Table 8. Assessment Of Competency Status Of Selected Buko Pie Store In

Terms Of Taste of El Mare’s Buko Pie Store

Indicator Mean Std. Verbal Interpretation Rank

Deviation
 51

1. The taste of the buko 3.71 .533 Strongly Agree 3

pie does not change since
before.
2. Huge buko chunks can 3.51 .605 Strongly Agree 5
be taste in every slice of
buko pie.

3.There is a great 3.67 .511 Strongly Agree 4

combination of crunch and
smoothness of crust and
filling.
4. Buko pie is still delicious 3.85 .405 Strongly Agree 1
even it was added or
combined with other filling.

5. There is a balanced of 3.80 .487 Strongly Agree 2

sweetness and saltiness in
one pie.

COMPOSITE MEAN 3.708 2.54 Strongly Agree

Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 8 shows the assessment of competency status of selected buko pie

store in terms of taste . Indicator 4 (WM = 3.85) got the highest ranking and it

was interpreted as strongly agree. On the other hand indicator 2 (WM = 3.51) got

the lowest ranking and it was interpreted as agree. While the indicator 5 (WM=

3.80), indicator 1 (WM= 3.71), and indicator 3 (WM= 3.67).

Indicator 4 received the highest rank because the el mare buko pie has a

lot of customer even their product is combined or added with other filling like ube

buko pie.

According to Makalintal L. ( 2012), Due to exports, these popular

delicacies have become synonymous with the entire province of Laguna and help

other communities recognize its distinctive products. The province's culinary

tourism will grow if the specialties' food quality, presentation, and delectable taste
 52

are enhanced. Through provincial delicacies festivals and gatherings, which may

be held both nationally and globally, product presentation can be made simple.

The products must be aggressively and strategically promoted on television, in

print, on the radio, and online. With the help of the public and private sectors,

these delicacies may continue to increase in popularity and spending.

To increase the food's shelf life, manufacturers of delicacies should

expand their cooking techniques. The packaging or box must also list the

ingredients and nutritional information. The products must also be overseen by

DTI. Since it brings tourists to the province, business owners may enhance the

quality of their products and services.

Table 9. Assessment Of Competency Status Of Selected Buko Pie Store In

Terms Of Promotion of El Mare’s Buko Pie Store

Indicator Mean Std. Verbal Interpretation Rank

Deviation
1. Buko pie store post a 3.91 .290 Strongly Agree 2
promotional videos of food
and and new menus in
social media platform like
facebook and Instagram.
2. Buko pie store use 3.87 .388 Strongly Agree 3
online delivery app like
food panda.
3. Buko pie store use 3.85 .356 Strongly Agree 4
attractive and bright colors
of signage to attract
customers.
 53

4. Buko pie store use eye 3.95 .229 Strongly Agree 1

catching logo in their
physical store and social
media pages.
5. Buko pies packaging 3.65 .645 Strongly Agree 6.5
provide contact
information, store location
and social media
accounts like facebook and
Instagram.
6. Buko pie store gives 3.51 .858 Strongly Agree 7
free taste of their products
to potential customers.
7. The facebook of buko 3.65 .517 Strongly Agree 6.5
pie is always responsive
and active to inquiries.
8. Buko pie use excellent 3.76 .470 Strongly Agree 5
quality of packaging.
COMPOSITE MEAN 3.76 3.75 Strongly Agree
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 9. shows the assessment of competency status of selected buko pie

store in terms of promotion. Indicator 4 (WM = 3.95) got the highest ranking and

it was interpreted as strongly agree. On the other hand indicator 6 (WM = 3.51)

got the lowest ranking and it was interpreted as agree. While the indicator 1

(WM= 3.91), indicator 2 (WM= 3.87), indicator 3 (WM= 3.85), indicator 8 ( WM=

3.76), and indicator 5 and 7 got the same (WM= 3.65).

Indicator 4 received the highest rank because the el mare buko pie store

used eye catching logo for their signage and social media to attract customers.

According to Sawali J. The products must be actively and strategically

promoted on television, in print, on the radio, and online. With the help of the

public and private sectors, these delicacies may continue to increase in

popularity and expenditure.

 54

III. Table of Summary

Table 10. Table of Summary of Composite Mean of each Variable.

Mean Std. Verbal Interpretation Rank

Deviation
Innovation 3.47 0.57 Agree 4

Price 3.76 0.43 Strongly Agree 2

Taste 3.86 0.39 Strongly Agree 1

Promotion 3.53 0.53 Strongly Agree 3

Composite mean 3.66 0.48 Strongly Agree

Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 10 shows the assessment of competency status of selected Buko

Pie store has an overall assessment of strongly agree with the weighted mean of

3.66. Meanwhile, the innovation has the overall assessment agree with the

weighted mean of 3.47. Regarding to price it has overall assessment of strongly

agree with the weighted mean of 3.76. On the other hand, the taste has the

overall assessment of strongly agree with the weighted mean of 3.86. Lastly,

promotion Has the overall assessment of strongly agree with the weighted mean

of 3.53.

As we observed the taste of the buko pie really affect the customers

satisfaction because the customer buy buko pie based on the taste of the

product.

According to Zhao H., (2012), consumer purchasing behavior is

significantly influenced by the relationship between product pricing and

 55

packaging, whereas customer happiness acts as a mediating factor. Product

price and information descriptions on product packaging have a significant

impact on customers' purchasing decisions in the market for commodities,

products, variations, consumers, and consumers of different racial and cultural

backgrounds.

Table 11. Table of Summary of Composite Mean of each Variable.

Mean Std. Verbal Interpretation Rank

Deviation
Innovation 3.004 3.45 Agree 4

Price 3.444 4.00 Agree 3

Taste 3.708 2.54 Agree 2

Promotion 3.76 3.75 Strongly Agree 1

Composite 3.479 3.435 Agree

mean
Legend:3.50-4.00-Strongly Agree,2.50-3.49-Agree,1.50-2.49-Disagree,1.00-1.49-Strongly Disagree

Table 11 above shows the assessment of competency status of selected

Buko Pie store has an overall assessment of agree with the weighted mean of

3.479. Meanwhile, the innovation has the overall assessment agree with the

weighted mean of 3.004. Regarding to price it has overall assessment of agree

with the weighted mean of 3.444. On the other hand, the taste has the overall

assessment of agree with the weighted mean of 3.708. Lastly, promotion Has the

overall assessment of strongly agree with the weighted mean of 3.76.

As we observed the promotion of the buko pie affect the customers

satisfaction because the customer also buy buko pie based on the promotion of

the product.
 56

According to Cinco, M. et al., (2012), The province's culinary tourism will

increase if the specialties' food quality, appearance, and exquisite taste are

improved. Through provincial delicacies festivals and conferences, which may be

held both nationally and globally, product presentation can be made simple. The

products must be aggressively and intelligently promoted on television, in print,

on the radio, and online. With the help of the public and private sectors, these

delicacies may continue to increase in popularity and spending. To prolong the

food's shelf life, manufacturers of delicacies should expand their cooking

techniques. The wrapper or box must also list the ingredients and nutritional

information. Additionally, DTI supervision of the goods is required. Since it

attracts tourists to the province, business owners can raise the quality of their

offerings. They must have creative taste and be open to learning how to make

the things better. The Laguna government ought to aid company owners in

marketing and popularizing their goods. In order to generate more income and

perhaps even employment opportunities, they can also offer workshops to the

Laguna residents on how to prepare the local delicacies.

IV. Test of Significant Difference

Table 12. Test of Significant Difference Between Assessment of the

Respondents to Innovation when Group According to Profile Variables of

Colette’s Buko Pie Store

Profile Variable f- value p- value interpretation decision

Age 2.059 0.060 not significant failed to reject

Gender 0.655 0.728 not significant failed to reject
 57

Civil Status 0.844 0.570 not significant failed to reject

Monthly Income 2.719 0.081 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 7 demonstrate the significant difference between assessment of the

respondents to innovation when group according to profile variables. The table

revealed that there is no significant difference between assessment of the

respondents when group according to profile variable in terms of Innovation

where age p-value is 0.060, gender p-value 0.728, civil status p-value 0.570 and

monthly income p-value is 0.081.

Making different kind of flavors for buko pie may attract customers

especially if they are looking for another variety of flavor that will sought to their

taste.

According to Cinco, M. et al., (2012), The business owners can improve

the products and its quality since it attracts tourism to the province. They must be

innovative with its taste and willing to explore on how they can improve the

products. The Government of Laguna should help the business owners in

promoting and popularizing the products. They can also provide seminars to the

locals of Laguna on how to make the popular delicacies to provide additional

income and possible employment.

Table 13. Test of Significant Difference Between Assessment of the

Respondents to Price when Group According to Profile Variables of Colette’s

Buko Pie
 58

Profile Variable f- value p- value interpretation decision

Age 0.999 0.417 not significant failed to reject

Gender 0.790 0.537 not significant failed to reject
Civil Status 0.896 0.473 not significant failed to reject
Monthly Income 0.830 0.513 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 13 demonstrate the significant difference between assessment of

the respondents when group according to profile variables. The table revealed

that there is no significant difference between assessment of the respondents

when group according to profile variable in terms of Price where age p-value is

0.417, gender p-value 0.537, civil status p-value 0.473 and monthly income p-

value is 0.513.

The price of a certain product may be one of the factor to increase

customers because the lower the price the higher of increase of customers but in

terms of buying foods I think whether the price is high they will purchase the

product.

According to Del Rosario, Kenneth M., (2020), Today, buko pie is enjoyed

by locals and travelers alike. It’s perfect as a delicious dessert or snack. It’s

available for purchase all year round. Due to its popularity (and cost of

ingredients rising), a box of buko pie has gone up from P110 in 2006, to around

P210 today. In any case, it’s still worth every peso because a trip to Laguna just

ain’t complete without taking home a box (or two!) of the yummy buko pie.
 59

Table 14. Test of Significant Difference Between Assessment of the

Respondents to Taste when Group According to Profile Variables of Colette’s

Buko Pie

Profile Variable f- value p- value interpretation decision

Age 0.635 0.674 not significant failed to reject

Gender 0.952 0.456 not significant failed to reject
Civil Status 0.420 0.833 not significant failed to reject

Monthly Income 0.407 0.842 not significant failed to reject

Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 14 demonstrate the significant difference between assessment of

the respondents when group according to profile variables. The table revealed

that there is no significant difference between assessment of the respondents

when group according to profile variable in terms of Taste where age p-value is

0.674, gender p-value 0.456, civil status p-value 0.833 and monthly income p-

value is 0.842.

Mostly of the customers are into taste and quality of the product. They

purchase goods because they know that the product they buy has a good quality

and it will satisfied them.

According to Manalo L., (2018), buko pie is the ultimate baked treat! With

tender young coconut meat in a creamy filling and a crisp, buttery pastry crust,

this Filipino coconut pie is perfect for a snack or dessert. Buko pie is a Filipino-

style coconut pie made of fresh, tender young coconut meat combined with a

creamy filling and enclosed in a flaky pie crust. The pie is a favorite pasalubong
 60

item mostly bought from the area of Laguna where it’s known to have originated

and become iconic destinations for this scrumptious pastry.

Consuming food is motivated by rewards. People eat to experience

pleasure and will continue to eat until their brains' are satisfied. The happiness

and contentment with the items everyone eat is partially influenced by the

anticipation of eating them. If foods have exceptional flavor, fullness can be felt

more quickly, a stronger sense of wellbeing follows, and the likelihood of

overeating is reduced. (kowalskis.com)

Table 15. Test of Significant Difference Between Assessment of the

Respondents to Promotion when Group According to Profile Variables of

Colette’s Buko Pie

Profile Variable f- value p- value interpretation decision

Age 1.301 0.265 not significant failed to reject
Gender 0.936 0.497 not significant failed to reject
Civil Status 0.785 0.619 not significant failed to reject
Monthly Income 1.185 0.329 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 15 demonstrate the significant difference between assessment of the

respondents when group according to profile variables. The table revealed that

there is no significant difference between assessment of the respondents when

group according to profile variable in terms of Promotion where age p-value is

0.265, gender p-value 0.497, civil status p-value 0.619 and monthly income p-

value is 0.329.
 61

Using informative promotion like using a colorful signages that attract

customers and creative packaging that have an eye-catching color. This is also a

good example to satisfied your customers.

According to Cinco, M. et al., (2012), The famous delicacies became the

trademark of the entire Laguna province and distinguish its uniqueness of

products in other community through exportation. Enhancing the food quality,

packaging and appealing taste of these delicacies will improve the culinary

tourism of the province. Presentation of products can be made easy through

provincial delicacies’ festivals and conventions which can be done nationally and

internationally. There must be aggressive strategic promotions on the products

through television, prints, radio and website. These delicacies may continue in

striving its popularity and expenditures through the cooperation of non-

government and government sector.

According to Silayoi, P., & Speece, M. (2007), Packaging design is becoming

increasingly significant, as is its function as a medium for branding and customer

communication. to successfully accomplish communication goals. Which

packaging components people value the most are strongly segmented. While a

tiny percentage of consumers pay more attention to product information on the

label, some consumers are primarily focused on aesthetics.

IV. Test of Significant Difference

 62

Table 16. Test of Significant Difference Between Assessment of the

Respondents to Innovation when Group According to Profile Variables of El

Mare’s Buko Pie Store

Profile Variable f- value p- value interpretation decision

Age 1.158 .344 not significant failed to reject
Gender 2.246 .036 significant reject
Civil Status 1.014 .444 not significant failed to reject
Monthly Income .808 .611 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 16 demonstrate the significant difference between assessment of

the respondents when group according to profile variables. The table revealed

that there is no significant difference between assessment of the respondents

when group according to profile variable in terms of Innovation where age p-

value is 1.158, civil status p-value is .444 and monthly income p-value is .611

while there is significant difference where gender p –value is .036.

According to Cinco, M. et al., (2012), Since it brings tourists to the

province, business owners can raise the quality of their offerings. They require

creative taste and be open for discovering how to make the things better. The

Laguna government ought to aid company owners in marketing and popularizing

their goods. In order to generate additional revenue and perhaps even

opportunities for employment, they can also offer training sessions to the Laguna

residents on how to prepare the local specialties.

 63

Table 17. Test of Significant Difference Between Assessment of the

Respondents to Price when Group According to Profile Variables of El Mare’s

Buko Pie Store

Profile Variable f- value p- value interpretation decision

Age 1.195 .323 not significant failed to reject

Gender .963 .476 not significant failed to reject
Civil Status 1.584 .156 not significant failed to reject
Monthly Income .219 .986 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 17 demonstrate the significant difference between assessment of

the respondents when group according to profile variables. The table revealed

that there is no significant difference between assessment of the respondents

when group according to profile variable in terms of Price where age p-value

is .323 p-value .476, civil status p-value .156 and monthly income p-value is .986.

According to Del Rosario, Kenneth M., (2020), Buko pie is becoming a favorite

among both locals and tourists. It's ideal for a tasty dessert or snack. All year

round, it can be purchased. A box of buko pie now costs about P210, up from

P110 in 2006 due to its popularity (and higher price of ingredients). A trip to

Laguna isn't complete without bringing home a box (or two!) of the delicious buko

pie, so it's still worth every peso. Although buko pie is frequently simple, it is now

available to add flavors like almond, pandan, and vanilla essences. Buko pie has

a lot of calories, a lot of fat and carbohydrates, and some protein. Niacin, iron,

magnesium, calcium, and folate can all be found in plenty in it.

 64

Table 18. Test of Significant Difference Between Assessment of the

Respondents to Taste when Group According to Profile Variables of El Mare’s

Buko Pie Store

Taste

Profile Variable f- value p- value interpretation decision

Age .343 .884 not significant failed to reject
Gender 3.389 .010 significant reject
Civil Status .718 .613 not significant failed to reject
Monthly Income .281 .921 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 18 demonstrate the significant difference between assessment of

the respondents when group according to profile variables. The table revealed

that there is no significant difference between assessment of the respondents

when group according to profile variable in terms of Taste where age p-value

is .884, civil status p-value .613 and monthly income p-value is .921 while there

is significant difference where gender

p –value is .010.

According to Manalo L., (2018), The best baked dessert is buko

pie! This Filipino coconut pie is ideal as a snack or dessert since it has soft young

coconut meat in a creamy inside and a crunchy, buttery pastry casing. A coconut

pie produced in the form of buko is made with young, fresh, tender coconut meat,

a creamy filling, and a flaky pie shell. The pie is a famous pasalubong dish that is

typically purchased in the region of Laguna, where it is believed to have

originated and where many famous pastry shops now stand.

 65

Table 19. Test of Significant Difference Between Assessment of the

Respondents to Promotion when Group According to Profile Variables of El

Mare’s Buko Pie Store

Profile Variable f- value p- value interpretation decision

Age 2.035 .063 not significant failed to reject
Gender 1.917 .080 not significant failed to reject
Civil Status 1.925 .079 not significant failed to reject
Monthly Income .644 .736 not significant failed to reject
Significant at p<0.05
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 19 demonstrate the significant difference between assessment of the

respondents when group according to profile variables. The table revealed that

there is no significant difference between assessment of the respondents when

group according to profile variable in terms of Promotion where age p-value

is .063, gender p-value .080, civil status p-value .079 and monthly income p-

value is .736.

According to Cinco, M. et al., (2012), Through exports, the well-known

delicacies have become a hallmark of the entire province of Laguna and help

other communities recognize its distinctive products. The province's culinary

tourism will increase if the specialties' food quality, appearance, and delectable

taste are improved. Through provincial delicacies festivals and conferences,

which are able to be held both nationally and globally, product presentation can

be facilitated. The products must be actively and strategically promoted on

television, in print, on the radio, and online. With the help of the public and

private sectors, these delicacies may continue to rise in popularity and spending.
 66

V. Test of Significant Relationship

Table 20. Test of Significant Relationship Between the Assessment of the

Respondents in Selected Buko Bie and Frequency of Buying of Colette’s Buko

Pie

Variables R- value p- value Verbal decision

interpretation
Innovation .054 .698 not significant failed to reject
Price .121 .380 not significant failed to reject
Taste .088 .521 not significant failed to reject
Promotion .071 .604 not significant failed to reject
Correlation is Significant at 0.01 level (2-tailed)
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 20 shows the Significant Relationship between the assessment of

the respondents in selected buko pie and frequency of buying. The four variables

identified as not significant, where Innovation p-value is .698, Price p-value

is .380, Taste p-value is .521 and Promotion p-value is .604. Therefore, the table

shows that the Competency Status of Selected Buko Pie Store In Relation to

Customers Frequency of Buying is not correlated to Innovation, Price, Taste and

Promotion.

In terms of frequency of buying the innovation, price, taste and promotion

play a big role because this is where we see if of customers are satisfied to the

product they purchase. And if the costumers are satisfied believed me they will

definitely purchase again the product.

According to Andreti, J., Zhafira, N. H., et al., (2013), communication by

marketers that informs, persuades, and reminds potential buyers of a product in

 67

order to influence their opinion. According to Kotler, promotion is marketing and

communication activities which later can change the price-value relationship of

product or service that perceived by target. According to on their research

‘Impact of Sales Promotion Tools on Consumer’s, promotion plays a significant

role in consumer purchase decision, those customers are influenced the most by

offer further followed by premium and contest. Consumers are sceptical about

the advertised from retailers and discount, Gupta and Cooper also found that

offering discounts on a brand name has bigger impact on customer’s purchase

intention.

V. Test of Significant Relationship

Table 21. Test of Significant Relationship Between the Assessment of the

Respondents in Selected Buko Pie and Frequency of Buying of El Mare’s Buko

Pie Store.

Variables R- value p- value Verbal decision

interpretation
Innovation .434 .108 not significant failed to reject
Price .161 .192 not significant failed to reject
Taste .964 .006 significant reject
Promotion .240 .161 not significant failed to reject
Correlation is Significant at 0.01 level (2-tailed)
Legend: 1.000- Perfect; 0.801-.999–Very Strong; 0.601–0.800– Strong; 0.401– 0.600 –Moderate;
0.201 – 0.400 – Weak; 0.00 to 0.200-Very Weak

Table 21 shows the Significant Relationship between the assessment of

the respondents in selected buko pie and frequency of buying. The three

variables identified as not significant, where Innovation p-value is .108, Price p-

value is.192, and Promotion p-value is .161 while, significant in taste where p-

value is .006 Therefore, the table shows that the Competency Status of Selected
 68

Buko Pie Store In Relation to Customers Frequency of Buying is not correlated to

Innovation, Price, and Promotion and correlated to Taste.

According to Andreti, J., Zhafira, N. H., et al., (2013), Marketing

communication that educates, persuades, and reminds potential customers

about a product in order to sway their view. Kotler defines promotion as

marketing and communication actions that can subsequently alter how a target

market perceives the price-value connection of a good or service. According to

their study, "Impact of Sales Promotion Tools on Consumers," promotion has a

big impact on what consumers decide to buy. For these consumers, the offer has

the biggest impact, followed by the premium and the contest. Customers are

skeptical of the discounts and advertising from merchants. The province's

culinary tourism will increase if the specialties' food quality, presentation, and

delectable taste are improved. Through provincial delicacies festivals and

conferences, which may be held both nationally and globally, product

presentation can be made simple.

The products must be aggressively and strategically promoted on

television, in print, on the radio, and online. It is a significant factor in nation

states' economic growth. The capacity for innovation directly affects one's

capacity for competition at the individual, organizational, regional, and national

levels. Innovations often result in new methods of doing things, as well as new

goods and procedures that increase prosperity. When a firm is viewed as a

collection of resources, skills, and competences, innovation has the impact of

changing a firm's internal capacities, making it more adaptable, better able to

 69

learn, and better able to capitalize on new ideas. This increased adaptability is

essential in light of changing markets.

VI. Frequency of Buying

Table 22. Assessment of Competency Status of selected Buko Pie Store in

terms of Frequency of Buying of Colette’s Buko Pie

Frequency of Buying

Indicator Mean Std. Deviation Interpretation

How often do you 4.85 .756 Every occasion

buy Buko Pie?
The table 12 shows that the Frequency of Buying has the mean of 4.85

and standard deviation of .746 with the verbal interpretation of “Every occasion”.

It means that the majority of the respondents usually buy Buko Pie in Every

Occasion.

According to Ehrenberg, A. (2000), A significant part of both public and

private life revolves around to the acquisition and consumption of things. This is a

relatively specific but crucial topic because repeat purchases are essential to the

continued consumption (or sales) of many goods. For instance, repeat purchases

are dependent on the frequency with which various customers purchase an item

over the course of a specific time frame and the frequency with which those

same buyers purchase the product over the course of the following period of

time. Customer behavior is intricate. Pre-purchasing demands and behaviors that

 70

are used , and outside influences, such as Advertisement and marketing, retailer

accessibility, personal selling and word-of-mouth impacts, and variations in the

manufacturing process, the packaging, and pricing all affect the buying habits of

consumers.

Table 23. Assessment of Competency Status of selected Buko Pie Store in

terms of Frequency of Buying of El Mare

Frequency of Buying

Indicator Mean Std. Deviation Interpretation

How often do you 4.96 .187 Every occasion

buy Buko Pie?
The table 23 shows that the Frequency of Buying has the mean of 4.96

and standard deviation of .187 with the verbal interpretation of “Every occasion”.

It means that the majority of the respondents usually buy Buko Pie in Every

occasion.

According to Chavosh A. (2011) , Numerous studies have been conducted

on how consumers make decisions. Customers make an effort to provide solid

arguments for their selection. Nevertheless, consumers occasionally make

irrational choices while deciding whether or not to purchase a product. When

there is a lack of information available about the goods and when a buyer has not

yet expressed an interest in making a purchase. As a result, impulse buying

might occur. Researchers claim that prior research demonstrates that producers

can be traders. making use of store incentives, product packaging, advertising,

and other elements to influence customers to make snap judgments. As a result,

both the person and the thing are involved. This study tries to determine how
 71

much consumer impulse is influenced by product and consumer features during

the purchasing process.

Chapter 5

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

Summary

The impact of Buko Pie being famous pasalubong from Laguna that also

help our hospitality and tourism industry, specifically to the local destinations led

the idea of the researchers to study the competency status of selected buko pie

store in relation to customers frequency of buying.

Summary of Findings

The findings of the study were the following:

1. Majority of the respondents both in Colette’s and El Mare belonged to the age

group of 38 to 42, female, married and had a monthly income of 20,001 to 25,000

in Colette’s while in El Mare had a monthly income of 25,001 and above.

2. In terms of assessment of competency status of selected buko Pie in Colette’s

buko pie store in terms of innovation “Buko pie can be now purchase in different

variety like classic and supreme” has an overall assessment of “strongly agree”.

Meanwhile, in terms of price “Has payment option to choose from (cash or

gcash)” has also an overall assessment of “strongly agree”, in terms of taste

“There is a balanced of sweetness and saltiness in one pie” has an overall

assessment of “strongly agree” while in promotion “Buko pies packaging provide

 72

information, store location and social media accounts like facebook and

Instagram” has also an overall assessment of “strongly agree”. On the other

hand, assessment of competency status of selected buko pie store in El Mare’s

buko pie store in terms of Innovation “Buko pie can be now purchase in different

variety like classic and supreme” has an overall assessment of “strongly agree”.

Next, in terms of price “Has payment option to choose from (cash or gcash)” has

also an overall assessment of “strongly agree”. In terms of taste “Buko pie is still

delicious even it was added or combined with other filling has” has an overall

assessment of “strongly agree”. Lastly in promotion “ Buko pie store use eye

catching logo in their physical store and social media pages “ has also an overall

assessment of “strongly agree”.

3. In terms of significant difference, there is no significant difference between the

assessment of the respondents of Colette’s when group according to profile

variables while there is also no significant difference between the assessment of

the respondents of El Mare when group according to profile variables however in

terms of gender the result is significant.

4. In terms of significant relationship, there is no significant relationship between

the assessment of the respondents in selected buko pie and frequency of buying

of Colette’s while, there is also no significant relationsip between the assessment

of the respondents in selected buko pie and frequency of buying of El Mare

however in terms of taste the result is significant.

Conclusion
 73

The null hypothesis stating that there is no significant difference in the

competency status of selected buko pie store of Colette’s buko pie when group to

profile variables is confirmed while there is also no significant difference in the

competency status of selected buko pie store in relation to customers frequency

of buying of El Mare buko pie when group to profile variables however in terms of

gender the result is significant.

Recommendations
Based on the preceding study, the following statements are recommended

for the future enhancement of the studies that are parallel to the study conducted

to the value operation.

1. To store owners, they may adopt blast freezing technology to prolong its

shelf life.

2. To store owners, they may vary their prices in accordance to the quantity

and quality of their products through proper and accurate costing.

3. To store owners, they may have a standard price range of their products

through the use of a cost accounting system that involves tracking the

direct and indirect costs associated with producing or purchasing inventory.

This helps them determine the minimum price they can charge while still

making a profit. However, there are other factors they may consider when

setting prices, such as market demand and competition. It's important for

store owners to strike a balance between profitability and competitiveness

in their pricing strategy.

 74

4. To store owners, they may start having new tastes of their products through

innovating new flavors of buko pie.

5. To store owners, they may continue attracting more customers through

giving free taste of their products.

6. To store owners, they may continue formulating new recipes of buko pie

through adding more variety of fillings in their product.

7. To the store owners, offering promotions and discounts for bulk orders or

special occasions can also help with attracting and retaining customers,

analyzing the competition's pricing strategy can help ensure that the buko

pie store is competitive within the market.

8. To store owners, they may continue attracting more potential customers

through using attractive and bright colors of signages.

 75

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APPENDIX A
Survey Questionnaire
Privacy Policy
Please respond as truthfully as possible. There is no correct answer. You have
the option not to participate in this survey; there will be no consequences if you
do not respond; you also have the right to stop at any time. However, your
participation in this study is absolutely essential. Your participation in this survey
is completely private and anonymous. You will not be identified by any of the
information you provide. All records will be securely stored, and raw data will be
accessible only to the researcher and thesis adviser.

Curita, Arlene C. Villanueva, Leigh Vivien

G.
Researcher Researcher
Instructions: Please mark the box that corresponds to your response. By
proceeding with this survey, you indicate that you have read and understood the
information given here and that you agree to participate in this survey. You also
grant the researcher and their thesis adviser permission to use the findings of
this study for educational, publication, or presentation purposes.

Name (Optional) :______________________________

Part I.

Age: 18 – 22 years old 38 –42 years old

23 - 27 years old 43 – 47 years old
28 - 32 years old 48 – 52 years old
33 - 37 years old 53 years old and above
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Gender: Male Female LGBTQ+

Civil Status: Single Married
Widowed Separated
Monthly Income: Below 10,000
10,001 - 15,000
15,001 – 20,000
20,001 – 25,000
25,001 and above

Direction: Put a check ( ✔ ) on the space provided to each number written above
with the use of following code below express your opinion by each number:
4 - Strongly Agree 3 – Agree 2 - Moderately agree 1 – Disagree
Part II.
Innovation 4 3 2 1
1. Buko Pie can be now be purchase in different flavors
such as Ube buko, Buko langka, Buko pandan and
Buko pinya pie.
2. Buko Pie can be now be purchase in different variety
like classic and supreme.
3. Buko Pie can be classic and fusion.
4. Buko Pie has a longer shelf life and has export quality.
5. Buko Pie store adopted blast freezing technology (a
freezer which is very cold) to prolong its shelf life.

Price 4 3 2 1
1. Buko pies price meets the value of its cost.
2. The size of the pie fits with the price.
3. Buko pies price is appropriate for its quantity and quality.
4. Buko pie store have different price range.
5. Has payment option to choose from ( cash or gcash ).

Taste 4 3 2 1
1. The taste of the Buko Pie does not chance since before.
2. Huge Buko chunks can be taste in every slice of buko
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pie
3. There is a great combination of crunch and smoothness
of crust and filling.
4. Buko Pie is still delicious even it was added or combined
with other filling.
5. There is a balanced of sweetness and saltiness in one
pie.

Promotion 4 3 2 1
1. Buko pie store post a promotional videos of food
and new menus in social media platform like
facebook and Instagram.
2. Buko pie store use online delivery app like food
panda.
3. Buko pie store use attractive and bright colors of
signage to attract customers.
4. Buko pie store use eye catching logo in their
physical store and social media pages.
5. Buko pies packaging provide contact
information,store location and social media
accounts like facebook and Instagram.
6. Buko pie store gives free taste of their products to
potential customers.
7. The facebook of buko pie is always responsive
and active to inquiries.
8. Buko pie store use excellent quality of packaging.

Part III. Frequency of Buying

How often do you buy Buko Pie?
Once a week
Twice a week
Thrice a week
Weekly
Every occasion
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APPENDIX B
TABULATION AND COMPUTATION
COLETTE’S BUKO PIE
STATISTICS

Age Group Sex Casual Monthly income

N Valid 55 55 55 55
Missing 1 1 1 1
Mean 4.05 1.69 1.60 3.42
Std. Daviation 1.339 .505 .596 .994

Frequency Table
Age Group
Frequency Percent Valid Cumulative
Percent Percent
Valid 18-31 years old 2 3.6 3.6 3.6
23-27 years old 6 10.7 10.9 14.5
28-32 years old 10 17.9 18.2 32.7
33-37 years old 12 21.4 21.8 54.5
38-42 years old 20 35.7 36.4 90.9
43-47 years old 4 7.1 7.3 98.2
48-52 years old 1 1.8 1.8 100.0
Total 55 98.2 100.0
Missing System 1 1.8
Total 56 100.0

Gender
Frequency Percent Valid Cumulative
Percent Percent
Valid male 18 32.1 32.7 32.7
female 36 64.3 65.5 98.2
LGBTQ 1 1.8 1.8 100.0
Total 55 98.2 100.0
Missing System 1 1.8
Total 56 100.0

Civil Status
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Frequency Percent Valid Cumulative

Percent Percent
Valid single 24 42.9 43.6 43.6
married 30 53.6 54.5 98.2
separated 1 1.8 1.8 100.0
Total 55 98.2 100.0
Missing System 1 1.8
Total 56 100.0

Monthly Income
Frequency Percent Valid Cumulative
Percent Percent
Valid below 10,000 2 3.6 3.6 3.6
10,001- 15,000 10 17.9 18.2 21.8
15,001- 20,000 10 17.9 18.2 40.0
25,001 and above 29 51.8 52.7 92.7
25,001 and above 4 7.1 7.3 100.0
Total 55 98.2 100.0
Missing System 1 1.8
Total 56 100.0

Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 25.536 8 3.192 2.05 .060

Within Groups 71.301 46 1.550 9
Total 96.836 54
Gender Between Groups 1.238 8 .155 .728
Within Groups 10.871 46 .236 .655
Total 12.109 54
Civil Status Between Groups 1.731 8 .216 .570
Within Groups 11.797 46 .256 .844
Total 13.527 54
Monthly Income Between Groups 13.325 8 1.666 .081
Within Groups 40.056 46 .871 1.91
Total 53.382 54 3
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Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 7.170 4 1.792 .999 .417

Within Groups 89.667 50 1.793
Total 96.836 54
Gender Between Groups .720 4 .180 .790 .537
Within Groups 11.389 50 .228
Total 12.109 54
Civil Status Between Groups .905 4 .226 .896 .473
Within Groups 12.622 50 .252
Total 13.527 54
Monthly Income Between Groups 2.870 4 .718 .830 .513
Within Groups 43.239 50 .865
Total 46.109 54

Anova
Sum of df Mean F sig
Squares Squar
e

Age Group Between Groups 5.893 5 1.179 .635 .674

Within Groups 90.943 49 1.856
Total 96.836 54
Gender Between Groups 1.073 5 .215 .952 .456
Within Groups 11.036 49 .225
Total 12.109 54
Civil Status Between Groups .556 5 .111 .420 .833
Within Groups 12.971 49 .265
Total 13.527 54
Monthly Income Between Groups 1.839 5 .368 .407 .842
Within Groups 44.270 49 .903
Total 46.109 54
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Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 17.870 8 2.234 1.301 .267

Within Groups 78.967 46 1.717
Total 96.836 54
Gender Between Groups 1.695 8 .212 .936 .497
Within Groups 10.414 46 .226
Total 12.109 54
Civil Status Between Groups 1.624 8 .203 .785 .619
Within Groups 11.903 46 .259
Total 13.527 54
Monthly Income Between Groups 7.881 8 .985 1.185 .329
Within Groups 38.229 46 .831
Total 46.109 54
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TABULATION AND COMPUTATION

EL MARE BUKO PIE
STATISTICS
Age Group Sex Casual Monthly income
N Valid 55 55 55 55
Missing 3 3 3 3
Mean 4.87 1.80 1.95 3.84
Std. Daviation 1.722 .524 .705 1.302

Frequency Table
Age Group
Frequency Percen Valid Cumulative
t Percent Percent
Valid 18-31 years old 2 3.4 3.6 3.6
23-27 years old 5 8.6 9.1 12.7
28-32 years old 3 5.2 5.5 18.2
33-37 years old 8 13.8 14.5 32.7
38-42 years old 20 34.5 36.4 69.1
43-47 years old 8 13.8 14.5 83.6
48-52 years old 5 8.6 9.1 92.7
53 years old above 4 6.9 7.3 100.0
Total
Missing System 55 94.8 100.0
Total 3 5.2
58 100.0

Gender
Frequency Percent Valid Cumulative
Percent Percent
Valid male 14 24.1 25.5 25.5
female 38 65.5 69.1 94.5
LGBTQ 3 5.2 5.5 100.0
Total 55 94.8 100.0
Missing System 3 5.2
Total 58 100.0
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Civil Status
Frequency Percent Valid Cumulative
Percent Percent
Valid single 12 20.7 21.8 21.8
Married 37 63.8 67.3 89.1
Widowed 3 5.2 5.5 94.5
separated 3 5.2 5.5 100.0
Total 55 94.8 100.0
Missing System 58 5.2
Total 100.0

Monthly Income
Frequency Percent Valid Cumulative
Percent Percent
Valid below 10,000 4 6.9 7.3 7.3
10,001- 15,000 6 10.3 10.9 18.2
15,001- 20,000 9 15.5 16.4 34.5
25,001 and above 12 20.7 21.8 56.4
25,001 and above 24 41.4 43.6 100.0
Total 55 94.8 100.0
Missing System 3 5.2
Total 58 100.0

Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 30.119 9 3.347 1.15 .3444

Within Groups 129.990 45 2.889 8
Total 160.109 54
Gender Between Groups 4.588 9 .510 .036
Within Groups 10.212 45 .227 2.24
Total 14.800 54 6
Civil Status Between Groups 4.524 9 .503 .444
Within Groups 22.312 45 .496
Total 28.836 54 1.01
Monthly Income Between Groups 12.730 1.414 4 .611
Within Groups 78.798 1.751
Total 91.527
.808
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Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 27.549 8 3.444 1.195 .323

Within Groups 132.560 46 2.882
Total 160.109 54
Gender Between Groups 2.124 8 .265 .963 .476
Within Groups 12.676 46 .276
Total 14.800 54
Civil Status Between Groups 5.797 8 .725 1.584 .156
Within Groups 21.039 46 .457
Total 26.836 54
Monthly Income Between Groups 3.351 8 .419 .219 .986
Within Groups 88.176 46 1.917
Total 91.527 54

Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 5.422 49 1.084 .343 .884

Within Groups 154.687 54 3.157
Total 160.109 5
Gender Between Groups 3.803 49 .761 3.389 .010
Within Groups 10.497 54 .224
Total 14.800 5
Civil Status Between Groups 1.832 49 .366 .718 ,613
Within Groups 25.004 54 .510
Total 26.836 5
Monthly Income Between Groups 2.554 49 .511 .281 .921
Within Groups 88.973 54 1.816
Total 91.527 5
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Anova
Sum of df Mean F sig
Squares Square

Age Group Between Groups 41.859 8 5.232 2.035 .063

Within Groups 118.250 46 2.571
Total 160.109 54
Gender Between Groups 3.700 8 .464 1.917 .080
Within Groups 11.100 46 .241
Total 14.800 54
Civil Status Between Groups 6.732 8 .842 1.925 .079
Within Groups 20.104 46 .437
Total 26.836 54
Monthly Income Between Groups 9.223 8 1.153 .644 .736
Within Groups 82.204 46 1.789
Total 91.527 54
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APPENDIX C
COMMUNICATION LETTER
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APPENDIX D
PROOF OF SURVEY
Picture of conducting survey in different Buko Pie store
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