Market Segmentation

Market segmentation is the practice of dividing your target market into approachable
groups. Market segmentation is the process of subdividing a market into buyer’s distinct groups
with different characteristics based on demographics, needs, priorities, common interests,
and other psychographic or behavioural criteria used to better understand the target audience.
We at Passio desire to approach and gain a greater market share in the industry by paying close
attention to its market segments. We will be using demographic segmentation in terms of
gender, age, occupation, income, and family status. And we shall also be using geographical
segmentation drawing upon the chosen barangays of Dipolog City. Most of our potential
customers will be those who live in the vicinity of Dipolog City and those who are aged 26 to
60+ who are accompanied by multiple members in their household and also those who
frequency attend social gatherings.

Sample and Sampling Method

According to the 2020 census, Dipolog City has a population of 138,141 people (Phil
Atlas, 2020). The population of Dipolog grew from 130,759 in 2015 to 138,141 in 2020, an
increase of 7,382 people over the course of 5 years. Hence, the population 138,141 of Dipolog
city residents will be used as the population for this survey. However, Due to the large number
of respondents, a different sampling technique will be used. We will choose to use the Slovin’s
Formula in order to determine the sample for the survey. Thus, the total number of the
population will undergo the sampling procedure as follows

Sampling procedure:

Slovin’s Formula:
Where:
n= Sample
N= Total population (138,141 residents of Dipolog city)
E= Margin of Error
Note; we have chosen a confidence level of 95%. Hence, the solution:
100% - 95% = 5% or 0.05 : The margin of Error is now 0.05
Therefore,
138,141
n=
1+138,141 (0.05) ² 
n= 398.84 or 399
 As Shown on the results, the market survey questionnaire will have a sample size of 399
respondents from Dipolog city from a total population of 138,141. The entrepreneurs will then
filter them with the simple random sampling method.
(Passio Company’s Survey Questionnaire)
Greetings!

We at Passio (Sweet Run) company are working on homemade and high quality
products such as different flavoured Chiffon cakes, Cookies, Munchkins, and Puto Cheese that
we can offer for the satisfaction of our customers. With this, we humbly ask for your time and
cooperation for this very short survey. There will be no anticipated harm or risk as a participant,
aside from sparing your time to us by helping us improve our product. Our goal is to reach 399
respondents for this survey. Rest assured that your personal information and responses will be
kept confidential and examined by the company only. Your participation is highly appreciated!

Kamusta!

Kami sa Passio (Sweet Run) nga kompanya nagtrabaho sa mga homemade ug taas nga
kalidad nga mga produkto sama sa lain-laing flavored Chiffon cakes, Cookies, Munchkins, ug
Puto Cheese nga among ikatanyag para sa katagbawan sa among mga kustomer. Niini,
mapaubsanon kaming nangayo sa inyong panahon ug kooperasyon alang niining mubo
kaayong survey. Wala’y gipaabut nga kadaot o peligro ingon usa ka partisipante, luwas sa
paggahin sa imong oras kanamo pinaagi sa pagtabang kanamo nga mapamaayo ang among
produkto. Ang among tumong kay ma abot namo ang 399 ka respondents alang niini nga
survey. Makasalig ka nga ang imong personal nga kasayuran ug mga tubag huptan nga
kompidensyal ug susihon sa kompanya lamang. Ang imong partisipasyon gipabilhan pag-ayo!

I. PERSONAL INFORMATION. Fill out this survey. Choose your answers by clicking and putting a
check mark (✓) on the box provided before the choices below. If ever your answer are not in
the choices, please do choose others and specify your answer by typing it at the space provided
below.

(Alang sa pag tubag ani na survey, Pilia ang imong mga tubag pinaagi sa pag tuplok ug pag butang og
tsek mark (✓) anang kahon na nakabutang sa kilid sa mga pilianan. Kung wala sa pilianan imong tubag,
palihog ug pili anang naay nakabutang na “others” ug I type ang imong tubag sa blanko na gihatag.)

What is your gender?

[ ] Male/ Lalaki
 [ ] Female/ Babayi

[ ] Prefer not to answer

How old are you? ( Pila imong edad?)

[ ] 18 years old or below/ 18 anyos o paubos

[ ] 19 - 25 years old/ 19 - 25 anyos

[ ] 26 - 35 years old/ 26 - 35 anyos

[ ] 36- 44 years old / 35-44 anyos

[ ] 45-54 years old/ 45-54 anyos

[ ] 55-65 years old/ 55-65 anyos

[ ] 65 years old and above/ 65 anyos at pataas

What's your current occupation? (Unsa imong trabaho karon?)

[ ] Student / Estudyante

[ ] Professional/ Propesyonal

[ ] Self-Employed/ Gatrabaho

[ ] Unemployed/ Walay trabaho

[ ] Other:

What is your marital status? (Unsa ang kahimtang sa imong kaminyoon?)

[ ] Single

[ ] Married/ Minyo

[ ] Widow/ Biyuda

[ ] Divorce/ Annulled

How much is your monthly income? (pila imong binulan nga sweldo)

[ ] ₱0-10,000

[ ] ₱11,000-20,000
 [ ] ₱21,000-30,000

[ ] ₱30,000 and above

How many people are living in your household? (Pila mo kabuok sa inyong panimalay?)

[ ]1

[ ]2

[ ]3

[ ]4

[ ]5

Other:

Are you a resident of Dipolog City? (Residente ba ka sa Dipolog?)

[ ] Yes (Oo)

[ ] No (Dili)

II. PERONAL EXPIRIENCE AND OPINION. Fill out this survey. Choose your answers by clicking
and putting a check mark (✓) on the box provided before the choices below. If ever your
answer are not in the choices, please do choose others and specify your answer by typing it
at the space provided below.

(Alang sa pag tubag ani na survey, pilia ang imong tubag pinaagi sa pag tuplok ug pag
butang ug tsek mark (✓) anang kahon na nakabutang sa kilid sa mga pilianan. Kung wala sa
mga pilianan ang imoang tubag, palihog ug pili anang naay nakabutang na “others” ug I
type ang imong tubag sa blanko na gihatag.)

Are you Familiar of an establishment around your city that serves and provide different
variety of flavours of home-made Chiffon cakes and other snacks? (Pamilyarado ba ka ug
establisyemento sa siyudad nga naga serba ug lahi-lahi na mga falvour sa home-made Chiffon
cakes ug uban pa?)
 [ ] Yes (Oo)

[ ] No (Wala)

Are you familiar with this kind of product (Chiffon cakes)? (Pamilyarado ba ka ug Chiffon
cakes?)

[ ] Yes (Oo)

[ ] No (Wala)

Have you tried eating chiffon cakes? (Nakasulay naba ka ug kaon ug chiffon cakes?)

[ ] Yes (Oo)

[ ] No (Wala)

How familiar are you with this kind of product (Chiffon cakes)? (Unsa ka ka pamilyarado ug
Chiffon cakes?)

[ ] Very familiar (Pamilyarado kaau)

[ ] Familiar (Pamilyarado)

[ ] Somewhat familiar (Medyo pamilyarado)

[ ] Unfamiliar (Dili pamilyarado)

[ ] Never heard of it (Wala pa nakadungog sukad)

How did you learn about this Product (Chiffon cakes)? (Giunsa nimo pagkabalo kung unsa ang
Chiffon cakes?)

[ ] Through a friend (Pinaagi sa amigo)

[ ] Saw it around town (Nakitan ra sa kilid-kilid)

[ ] It was recommended to me (Gina rekomendar sa akoa)

[ ] Advertising (Mga paanunsiyo)

[ ] I have never learnt about this product (Wala panakadungog sukad)

Other (ubang tubag):

[ ] In a designated area or shop (Adtoon sa tindahan)

[ ] Delivery service (Ihatod sa tig deliver)

Other (ubang tubag):

How often do you purchase baked goods? (Unsa ka talagsa ka mupalit ug mga baked goods?

[ ] Daily (Kada-adlaw)

[ ] Weekly (Kada-semana)

[ ] Monthly (Kada-bulan)

[ ] Less than once a month (Dili kada-bulan)

[ ] Less than once a year (Dili kada-tuig)

When buying a baked good, what is important to you? (Sa pag-palit ug baked good, unsa ang
pinaka importante para nimo?)

[ ] Appearance (Itsura)

[ ] Taste (Lasa)

[ ] Texture (tekstura)

[ ] Smell (kahumot)

[ ] Fast delivery/arrival (kadali sa pag-abot sa produkto)

[ ] None of the above (Wala sa mapilian)

Other (Ubang tubag):

If you were to choose, what kind flavour do you want to taste in a chiffon cake? (Kung ikaaw
papili-on, unsa nga flavour ang imong gusto matilawan sa chiffon cake?)
 [ ] Orange Flavoured Chiffon Cake

[ ] Mocha Flavoured Chiffon Cake (Moka)

[ ] Cheese Pimento Flavoured Chiffon Cake (Keso)

[ ] Pineapple Flavoured Chiffon Cake (Pinya)

Other (ubang tubag):

How much are you willing to spend on a single serving bakery product? (Pila ang kaya nimo
igasto para sa usa ka product sa bakery?)

[ ] 150php and below per item (150php paubos kada item)

[ ] 150-200php per item (150-200php kada item)

[ ] 200-250php per item (200-250php kada item)

[ ] 250-300php per item (250-300php kada item)

We at Passio, truly appreciate your time and effort in answering this survey. We are very
much grateful for your participation. Your answers will be of great help in developing and
informing us about things regarding our product and business venture. Thank you so
much and we are hoping to serve you soon!

(Kami sa Passio, nagpasalamat sa imong oras ug paningkamot sa pagtubag niini nga