NATIONAL UNIVERSITY

551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

This Marketing Research Paper entitled

“Assessing the Impact of a Tumbler with Attachable Power Bank on

College Students’ Convenience in University-Belt Sampaloc, Manila”

Prepared and submitted by:

Mendoza, Ryan Alysson
Marco, Franchesca Denise
Paler, Rhodie Julianna
Palines, Erika Mae
Parian, Ren Jasmine

In partial fulfillment of the requirements for the degree of

Bachelor of Science in Business Administration Major in Marketing Management
has been checked and recommended for
FINAL DEFENSE

Mr. Evan Jethro H. Matias

Subject Professor

Mr. Leo Benjamin L. Jerusalem Mr. Claro T. Mananquil

Technical Adviser Technical Adviser

March 12, 2024

Date

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 NATIONAL UNIVERSITY
551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

CHAPTER I: INTRODUCTION

In tracing the historical lineage of tumblers back to the 17th century, characterized
by the emergence of Gin and sparkling wine, these vessels have undergone a significant
evolution. Initially crafted from wood and adorned with opulent royal embellishments,
tumblers transitioned to glass and stainless steel to meet modern demands. Today, with
environmental concerns regarding disposable plastic, stainless steel tumblers are
emerging as ecologically sustainable alternatives, particularly in regions like the
Philippines where access to drinkable water can be a financial consideration (Pan, 2023).

In the contemporary era, where staying hydrated is essential, tumblers have

become indispensable, aiding in cost reduction related to frequent water purchases. Their
versatility extends beyond hydration, serving as insulated vessels for both cold and hot
drinks. Concurrently, power banks have become ubiquitous, addressing the constant
challenge of gadget battery depletion. Widely used among students and working
individuals, power banks act as portable backup power sources for various electronic
devices (Magazine & Magazine, 2020).

Against the backdrop of an increase in outdoor recreational activities, a surge in

demand for attractive drinkware, and the widespread use of power banks, the researchers
are undertaking an investigation. The aim is to understand the effects of producing a
tumbler with an attachable power bank on students' productivity and convenience. This
study seeks to introduce dual functionality to students, enhancing their capabilities in
outdoor activities, particularly within an academic setting.

The research gap identified in this study lies in the limited exploration of the
combined functionality of a tumbler with an attachable power bank and its distinct impact
on students' productivity and convenience. While existing literature delves into the
historical evolution of tumblers, their environmental benefits, and the widespread use of
power banks, a dearth of research focuses on the unique advantages that may arise from
integrating these technologies into a specific product, particularly within the academic
context. Understanding the specific needs, challenges, and advantages of a dual-
functionality tumbler with an attachable power bank for students engaged in outdoor

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

activities within educational settings remains an underexplored area. By offering insights

on how such a product may improve students' experiences and more successfully meet
their technological and hydration demands, this research seeks to close this gap.

Objectives
The main objective of the research is to assess the feasibility and potential benefits
of introducing tumblers with integrated power banks to college students in the Sampaloc
Manila University Belt neighborhood, by examining market demand, consumer
perceptions, potential impacts on daily routines, and obstacles to adoption.
• To assess the market potential and consumer interest in tumblers with attachable
power banks among college students in the Sampaloc Manila University Belt
neighborhood, including an examination of awareness, preferences, and willingness to
purchase.
• To investigate the potential impact of introducing a tumbler with an integrated
power bank on college students' purchasing behavior and brand loyalty within the
University Belt area, including an analysis of factors influencing adoption and usage
patterns.
• To identify and analyze any market obstacles or challenges that may hinder the
successful introduction of tumblers with integrated power banks, including
considerations such as pricing, distribution channels, and competition within the
University Belt market.

Scope and Limitations

This research focused on introducing a unique tumbler equipped with an integrated
power bank to cater to the needs of college students within the University Belt in
Sampaloc Manila. Specifically, targeting individuals aged 18 to 30 attending National
University, University of the East, Far Eastern University, and University of Sto. Tomas.

This study aims to provide college students with a convenient and practical product
for their necessities for spending a lot of time in university. Participation in this study is
limited to individuals who are studying in schools around University Belt Sampaloc Manila.
The survey questionnaire will be distributed and answered online with 385 respondents.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

The study's period spans from December 2023 to March 2024, aiming to grasp consumer
preferences and demands during this period.

Significance of the Study

This study is relevant as it examines the market reception of a Tumbler with an
Attachable Power Bank among college students in University-Belt Sampaloc Manila. The
research aims to discern any variations in perceptions regarding the convenience of this
innovative product. By focusing on students' unique needs and preferences in this specific
location, the study seeks to identify factors influencing market acceptability.
Furthermore, the research assesses the adaptability of this product among individuals in
areas where access to convenient charging solutions is vital. Insights gained from this
study can inform strategic marketing approaches, potentially leading to the successful
launch of a Tumbler with an Attachable Power Bank tailored to the convenience needs of
college students in University-Belt Sampaloc Manila, aligning with their evolving
lifestyles.

University-Belt Sampaloc Manila College Students - The primary beneficiaries of this

research are college students within the University-Belt Sampaloc Manila area who
actively participated in the study. Specifically, students managing their academic
responsibilities, employees juggling work and studies, as well as parents and guardians
supporting students. This research endeavors to enhance their understanding of the
practicality and advantages offered by a Tumbler with Attachable Power Bank in their
daily lives, thereby influencing their perception and inclination towards purchasing such
an innovative product.

Power Bank Users - Individuals who actively use power banks, either for their mobile
devices or other electronic gadgets, are also significant beneficiaries of this research. The
study aims to provide insights into how a Tumbler with Attachable Power Bank aligns with
their needs and preferences. Power bank users will gain an understanding of the
convenience and efficiency offered by this dual-purpose accessory. The research findings
may guide power bank users towards adopting a more versatile and sustainable solution
that integrates seamlessly into their daily routines within the University-Belt Sampaloc
Manila area.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

Tumbler Users - Individuals who are conscious of sustainable and eco-friendly products,
particularly those who extensively use tumblers, stand to gain valuable insights from this
research. The findings will provide a deeper understanding of the utility and impact of a
Tumbler with Attachable Power Bank, potentially influencing their purchasing decisions
and encouraging them to opt for this sustainable alternative.

Sustainable Product Industry - The study's outcomes will offer valuable information to
the sustainable product industry, aiding them in identifying and tapping into a market that
values eco-friendly solutions. The insights gained will serve as a basis for implementing
recommendations and strategies that cater to the preferences and needs of
environmentally conscious consumers within the University-Belt Sampaloc Manila area.

Future Researchers - This research will act as a comprehensive resource and reference
for future researchers aiming to delve into related topics. It will provide a foundation of
knowledge and data, guiding subsequent research endeavors and helping identify areas
for further improvement in understanding the preferences and behaviors of college
students in relation to innovative and sustainable products like the Tumbler with
Attachable Power Bank.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

CHAPTER II: MARKET SEGMENTATION

Demographic Segmentation
Research indicates that demographic segmentation is a precise approach to
identifying a target audience by considering factors such as age, gender, income,
education, occupation, race, religion, and marital status (Mialki, 2023). In the context of
the study titled "Assessing the Impact of a Tumbler with Attachable Power Bank on
College Students' Productivity and Convenience in University-Belt Manila City,"
demographic segmentation serves as a valuable tool for pinpointing the target market for
the product.

Age: Market research indicates that the ideal demographic for the product consists of
college students aged 18 to 30. This demographic group is characterized as discerning
consumers who actively seek out innovative and practical solutions to enhance their daily
routines. The portable tumblers, featuring attachable power banks, are poised to
resonate with this audience, offering a seamless blend of functionality and style tailored
to the dynamic lifestyle of modern students.

Gender-Neutral Appeal: The Portable Tumbler with an attachable power bank has been
developed with versatility in mind, appealing to students of all genders. This inclusive
approach ensures that individuals from diverse backgrounds, including those within the
LGBTQIA+ community, can benefit from its practical features. By prioritizing gender
neutrality, the product aims to cater to the varied needs of the student demographic,
fostering inclusivity and accessibility.

Income Bracket: The research targets middle-class college students with a degree of
disposable income to invest in convenience and productivity-enhancing products. This
demographic seeks solutions to streamline their daily routines, optimize time
management, and elevate overall productivity. With a willingness to allocate resources
towards products that align with their lifestyle enhancement goals, these students
represent a prime market for the innovative offering.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

Geographic Segmentation
As outlined by Collier (2022), Manila stands out as a prominent hub for higher
education within the country, with the "University Belt" district hosting a significant
concentration of educational institutions conveniently situated near each other. Utilizing
geographic segmentation, businesses can effectively target college students residing in
the University Belt area of Manila City. This strategy finds support in a study conducted
by researchers within an urban setting surrounding the University Belt in Sampaloc
Manila, specifically focusing on institutions such as the University of Santo Tomas,
National University, Far Eastern University, University of the East, Arellano University, and
University of Manila (Amore, 2023). The selection of this location was deemed suitable
for gathering feedback and information for the research. By concentrating efforts on this
specific geographic region, businesses can tailor their marketing endeavors to align with
the preferences and needs of college students within this locale. Furthermore, Formplus
(2021) highlights the significance of understanding how geographical factors influence
consumer attitudes and preferences in developing a successful marketing plan for a
product or service. Leveraging geographic segmentation allows businesses to gather
valuable insights and feedback from college students in the University Belt area regarding
their purchasing behaviors and habits. This data can then be utilized to craft more
targeted marketing strategies and product offerings, facilitating enhanced engagement
with the target market, and enhancing the likelihood of success.

Psychographic Segmentation
As described by Chamberlain (2019), psychographic segmentation involves
categorizing customers based on their values, interests, attitudes, personality traits, and
lifestyle aspects. Through this approach, marketers can strategically position products to
be discovered by potential customers who align with their psychographic profiles. It
serves as a means for companies to connect customers with lifestyles and attitudes that
resonate with their offerings (Qualtrics, 2024). Psychographic segmentation entails a
qualitative analysis of consumer attributes, identifying similarities and differences to
create subgroups that enable more tailored customer service (Voxco, 2021). By delving
into the needs and desires of students in the vicinity of the university belt, the Tumbler

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

with Attachable Power Bank can provide support by understanding their lifestyles,
motivations, and personalities. This study will focus on the following factors:

Personality: Students exhibit a range of personality traits, often demonstrating

adaptability in response to disruptions, as highlighted by ConsciousLeap (2022). The
ability to adjust behaviors, thoughts, and feelings in the face of change is crucial,
particularly in times of uncertainty such as the pandemic. With the support of educators
and parents, students have enhanced their adaptability, making them receptive to
innovative products like a tumbler with an attachable power bank.

Lifestyle: Students lead busy lives, especially during periods of intensive study. They
prioritize finding conducive study environments to minimize distractions and seek
assistance when encountering academic challenges, as noted by Coursera (2023).
Incorporating gadgets into their study routines is common, making a tumbler with an
attachable power bank a fitting addition to their lifestyle, offering convenience and utility
as they navigate their academic journey.

Motivation: Students are driven by numerous factors, particularly when faced with stress
and pressure. Rewarding oneself serves as a simple yet effective method for alleviating
stress and boosting motivation, according to TeachThought (2021). The Tumbler with
Attachable Power Bank presents a unique opportunity to incentivize students, providing
a tangible goal to strive for. Accomplishing tasks, such as earning rewards through product
usage, can transform feelings of pressure into moments of enjoyment, enhancing overall
motivation levels.

Behavioral Segmentation
This study aims to analyze the behaviors of potential customers interested in the
proposed product, the Tumbler with Attachable Power Bank, focusing specifically on
Manila City's University Belt area. According to Qualtrics (2024), behavioral segmentation
involves categorizing groups, audiences, prospects, and customers based on their actions
and behaviors, complementing demographic and psychographic segmentation studies.
Understanding behavioral patterns is crucial for businesses to effectively tailor their
marketing strategies to target customers and influence their purchasing decisions. As the

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

researchers introduce their innovative product, the following behavioral segmentation

factors are considered:

Purchasing behavior: To align with the preferences of students around Ubelt Sampaloc,
understanding their behaviors is essential for a successful launch. Factors such as price
sensitivity, quality expectations, and material preferences influence their purchasing
decisions. The Tumbler with Attachable Power Bank targets students who prioritize
affordability without compromising quality, offering a practical solution to their needs.

Price: The affordability of the product should match the budget preference of a student,
but some people still tend to look for the quality of a product, especially with unique
products like the Tumbler with an attachable power bank. This product targets potential
customers who have the capability and willingness to buy, and these are the students
around U-Belt Sampaloc Manila as it can be said that it is very affordable unlike buying
separate products.

Materials: The quality of a product should be assured to create a good outcome. A

tumbler with an attachable power bank is a combination of a tumbler and a power bank.
Students tend to use their gadgets especially when they are studying. They need to
recharge them as soon as possible their gadget to continue using them as the tumbler, is
an aluminum type of tumbler. It can keep the water cold for at least 12 hours and keep
hot water for at least 8 hours and with these features, aside from it helping the students
when studying, it also helps the environment as it lessens the use of plastic bottles.

Location: Given the concentration of universities within the University Belt Sampaloc
area, customers can access the product through various retail outlets, online platforms,
and local marketplaces. Strategic placement ensures visibility and accessibility to the
target market, enhancing the product's reach and appeal.

Product Quality: Quality is a paramount consideration for customers, influencing their

perception and satisfaction with the product. The Tumbler with Attachable Power Bank
prioritizes durability, functionality, and design aesthetics to meet the expectations of
discerning students seeking reliable and innovative solutions.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

Occasional Based: Aligning marketing strategies with key occasions and events, such as
birthdays, holidays, and payday, can influence purchasing behavior and drive sales. The
unique features and practicality of the product make it an ideal gift choice for students,
enhancing motivation and convenience during academic and leisure pursuits.
Benefits Sought: Segmenting by benefits sought enables businesses to cater to the
specific needs and preferences of their target market. The Tumbler with Attachable Power
Bank offers exceptional value through its quality construction, convenience, and
affordability, addressing the diverse requirements of students seeking practical and
efficient solutions.

Quality Product: Tumbler with attachable power bank assured its quality as the
researchers do not want to offer a product that can disappoint everyone who wants to
buy and because of that, the materials that will be used to make the product have been
carefully thought about, especially with its features and designs to satisfy the buyer’s
needs and wants.

Convenience: The tumbler with an attachable power bank is a convenient product as it

lessens the products you bring. Instead of bringing separate products, you can bring them
as one as you have brought a charger and a tumbler with you wherever you are.

Price Point: The tumbler with an attachable power bank can be considered as an
affordable product as the target of the product is the students. The researchers
considered that they are still studying and do not have the proper financial capability and
are still dependent on their allowances that come from their parents which is very
reasonable.

Portability: The product's portability addresses the need for convenience and efficiency
among students, allowing them to streamline their belongings and carry essential items
in a compact and versatile format. This feature resonates with students who prioritize
mobility and functionality in their daily routines.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

Target Market
Through concentrated targeting, the product aims to serve the needs of college
students aged 18 to 30 with a certain level of disposable income. These students seek
products to enhance time management, simplify tasks, and improve productivity, making
them ideal candidates for the Tumbler with Attachable Power Bank. Word-of-mouth
marketing within student circles further amplifies the product's visibility and appeal
across campus.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

CHAPTER III: STATEMENT OF THE PROBLEM

A tumbler with a power bank is essential for everyone, providing the convenience
of staying hydrated and charged on the go. Its multifunctional design addresses the needs
of those seeking efficient solutions in their daily routines. Beyond practicality, it promotes
sustainability and offers a unique product in the market.

This research aims to understand what college students in the University Belt area
preferences and behaviors concerning tumblers with integrated power banks in the
University Belt area. The following are the specific problems we sought to answer:
1. What is the demographic profile of the respondents in terms of the following
variables?
1. Age
2. Gender
3. Monthly Income/Allowance
2. How do the respondents assess the convenience of using the Tumbler with
Attachable Power Bank in terms of the following aspects:
1. Product
2. Price
3. Place
4. Promotion
3. Is there any significance to the respondents’ assessment of the market acceptability
for the innovation of Tumbler with Attachable Power-bank based on their
demographic profiles.

This research seeks to provide comprehensive insights into the dynamics of consumer
interest, perceived value, and the transformative effects on purchasing behavior and
brand loyalty in introducing tumblers with integrated power banks among college
students in the University Belt area.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

CHAPTER IV: REVIEW OF RELATED LITERATURE

Awareness and Demands

Rebullar, N., Mabini, L., Cabral, M., Duncan, C., The result from the study indicated
these findings. First students’ attitudes toward the campaign are not consistent with
actions or how the no to single-use plastic campaign is being adhered to. Second, students
are aware of the practices associated with the university campaign that most of the
respondents' value. Finally, the perception of the university personnel with regards to the
no to single-use plastic campaign is asserting. Additionally, the results revealed that the
administration should have dedicated support for the campaign to be utilized
harmoniously. Based on the findings, the recommendation emphasized the need to
incentivize reusable containers, utensils, eco bags, and a firm policy order in this
campaign.

Saiden, T., (2019) The study aimed at establishing how knowledge, skills, and
attitudes toward the management and sustainable utilization of water resources were
being transmitted to school pupils in the infant grades in primary school. Furthermore,
the study wanted to find out the extent to which the curriculum content addressed the
management and sustainable utilization of water resources. The study was conducted in
the infants' section of primary schools in the City of Gweru. It was qualitative and it
employed document analysis, in-depth interviews, and interviews to gather data.

Impact on Daily Routines and Behaviors

The investigation by Ramhawati and Abdulkarim (2023) focused on the
environmental repercussions of daily plastic waste, particularly from beverage packaging,
produced by students at State Junior High School 3 Jatinunggal. Unveiling a substantial
daily output of 311 plastic waste items per student, excluding food-related waste, the
study raised concerns about potential adverse effects on both the environment and
student's health in the absence of proper waste management and recycling measures.
Emphasizing the period between November 2022 and December 2022, the research
highlighted the success of the Bring Your Own Tumbler (BYOT) movement in effectively
altering students' behavior. This initiative encouraged the use of reusable tumblers,
reducing dependence on single-use plastic containers. Additionally, the BYOT movement

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

proved instrumental in elevating students' environmental awareness and instilling a sense

of responsibility for environmental protection and cleanliness. Overall, this study
underscores the BYOT movement as a promising and effective strategy for cultivating
positive environmental behaviors among students.

Indonesia's designation as a plastic waste emergency country, as conveyed by the

Deputy IV of the Coordinating Ministry for Maritime Affairs and the Director General of
Waste, Waste, and Toxic Materials Management of Self-Defense (PSLB3), underscores a
critical environmental challenge. The severity of the issue is starkly evident in the annual
death toll of over 100,000 animals attributed to plastic waste. Recognizing the profound
impact of plastic waste on environmental dynamics, addressing this crisis requires
collective attention. In the realm of school education, which evolves in tandem with
advancements in science and technology, the impartation of knowledge extends beyond
cognitive aspects to shape affective attitudes and psychomotor habits. Acknowledging the
imperative for environmental consciousness, the government has integrated character
education, emphasizing values such as environmental stewardship. This character trait
seeks to instill a commitment to preserving the environment by proactively preventing
damage and continually striving to rectify the harm inflicted upon nature and its
surroundings (Nurwahda & Ikhsani, 2023).

According to Lu (2021), the rapid expansion of the sharing economy, facilitated by

the "Internet+" initiative, has prominently featured shared power banks as a favored
trend. Investigating the adoption of shared power banks, especially among university
students deeply engaged with emerging products, this study employs the established
Value-based Adoption Model (VAM). According to the model, perceived usefulness and
perceived ease of use positively influence perceived value and usage intention. In
contrast, perceived cost and perceived risk exert a negative impact on perceived value
and usage intention. The research further identifies perceived value as a mediating factor
in these relationships.

In the exploration of sustainability concerns, Wang et al. (2022) address the global
threat posed by unsustainable production and consumption to both human life and the
environment. Recognizing the pivotal role of practitioners in addressing these challenges,

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

attention has shifted towards adopting pro-environmental strategies. One such concern
highlighted in their study is the environmental impact of using single-use cups. The
research specifically delves into understanding university students' intentions to adopt
reusable drink cups on campuses, extending the established theory of planned behavior
(TPB) model. The expanded model includes moral norms, green university initiatives,
environmental concerns, and perceived behavioral control. Findings indicate that green
university initiatives and moral norms significantly influence students' intentions to use
reusable cups. However, environmental concern shows an insignificant impact on
perceived behavioral control. These results contribute valuable insights for higher
education institutions, offering guidance in formulating strategies that raise awareness
among students and foster environmentally sustainable practices.

According to findings by Energy in 2023, a substantial portion of students heavily

rely on their smartphones for social interaction, social media engagement, and staying
informed. When confronted with a depleted or low battery, they experience feelings of
isolation from their social networks. Moreover, students exhibiting phone battery anxiety
are prone to heightened stress levels, as evidenced by an LG study reporting that 90% of
students manifest anxiety when their phone battery descends to 20% or less. This
heightened anxiety correlates with reduced productivity, impaired focus, and sleep
disturbances. Consequently, the possession of a power bank emerges as a significant
mitigating factor, offering relief from the psychological and functional challenges
associated with phone-related stress among students.

Barriers and Challenges

Avoiding using plastics is one of the biggest challenges in the world and it already
affects our environment. According to the study by Sedtha, S., Nitivattananon, V., Ahmad,
M. M., & Cruz, S. G. (2022), Politicians should collaborate with scholars and NGOs to
develop strategies to discourage single-use habits, promote reuse, and encourage
environmental behavior, including facilities, guidelines, targets, and duration times. In this
way, people should be able to overcome their habits and change their way of using
plastics.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

According to the study by Leissner, S., & Ryan-Fogarty, Y. (2019), high variability in
materials used for bottles, treats, and associated packaging, thus creating difficulties in
standardizing labeling and identifying appropriate waste treatment options. Because of
these reasons, it suggests reducing single-use bottle demand, exploring alternatives,
rethinking product designs, promoting legislative action on labeling laws, and improving
waste management. It emphasizes the need for cooperative research using waste
hierarchy, sectoral best practices, and circular economy concepts.

Eco-friendly products should be used instead of using plastic and products that
affect our environment. An example of an eco-friendly product is stainless steel drinking
bottles which is related to the product we will use. In this way, people's behavior towards
using products will change as they can slowly avoid the habit of just using products and
not even thinking even if it affects the environment.

Sustainability Perception
Sustainable and eco-friendly products have become increasingly popular among
consumers in recent years. According to a study by Nielsen, 73% of consumers surveyed
claimed that they would or change their consumption habits to reduce their
environmental impact (Nielsen, 2018). This shift in consumer behavior has led to an
increase in the production of sustainable products and has also resulted in companies
investing in environmentally conscious practices (Luchs et al., 2010).

One example of a successful eco-friendly product is the Toyota Prius, which has
become the world's best-selling hybrid car. However, the success of such products relies
heavily on consumer response and adoption. A study by Luchs et al. (2010) found that
consumers are more likely to adopt sustainable products if they perceive them to be of
high quality and if they feel that the product aligns with their values.

In addition to consumer perceptions, packaging also plays a role in the adoption of

sustainable products. A study by Verghese et al. (2012) found that packaging that is
perceived to be environmentally friendly, such as recycled or biodegradable materials,
can positively influence consumer behavior and increase the likelihood of adoption.

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551 F Jhocson St, Sampaloc, Manila, 1008 Metro Manila

Stop piling on: Assessing efforts to reduce single-use water bottles at Allegheny
College Bethurem, M., Choate, B., & Bramwell, S. (2021). Stop piling on: Assessing efforts
to reduce single-use water bottles at Allegheny College. Sustainability, 13(16), 8864.

How water bottle refill stations contribute to campus sustainability: A case study in
Japan Uehara, T., & Ynacay-Nye, A. (2018). How water bottle refill stations contribute to
campus sustainability: A case study in Japan. Sustainability, 10(9), 3074.

Financial Affordability
Affordability usually means having enough money, but here, we are looking at how
it affects students in many ways. This review of literature wants to connect our study to
what others have said before, especially talking about how expensive food is for students
y (Lin et al., 2020).

According to Das (2017), provides an initial definition of affordability as a cost

within one's financial means, but the study recognizes the need for a more comprehensive
understanding. Affordability is acknowledged as an ongoing, complex discussion at the
University of British Columbia or UBC, in Vancouver, Canada, and globally, implicating
individuals to varying degrees and influencing diverse aspects of their lives (Das, 2017).
The limited definition of affordability is challenged, urging a broader perspective that
considers factors beyond income.

Asserts that the issue of affordability is often narrowly addressed by primarily

focusing on income, neglecting its multidimensional nature. The study identifies a gap in
the synthesis of the various dimensions of affordability, extending beyond income to
encompass factors such as education, food, and finances. This gap serves as the rationale
for the research project, which seeks to unravel the layers of affordability, with a specific
focus on the affordability of food among students (Lin et al., 2020).
The study contributes to the ongoing discourse on affordability by providing a
nuanced examination of the issue, particularly concerning the affordability of students.
The affordability challenges align to create a more affordable university experience.

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CHAPTER V: RESEARCH METHOD

1.1 RESEARCH LOCALE

Our research will unfold in Sampaloc Manila University Belt, a lively part of Manila,
Philippines, packed with schools and colleges. This district is a mix of diverse students
pursuing different subjects and comes from various backgrounds, making it an excellent
location to explore the acceptance and feasibility of introducing tumblers with integrated
power banks.

Sampaloc stands out as a district that seamlessly blends tradition with modernity.
Amidst the academic institutions, you will find a dynamic mix of old and new
establishments, creating a unique atmosphere. It is not just a place for learning but also a
vibrant community where students live, socialize, and unwind. This eclectic blend of
experiences and lifestyles makes Sampaloc an intriguing example for studying how
students in an urban setting might embrace innovative products like tumblers with power
banks.

Moreover, Sampaloc Manila University Belt mirrors urban areas dealing with
challenges related to clean water access, aligning with the study's focus on eco-friendly
tumblers. In this environment, where financial considerations play a role in water
accessibility, exploring sustainable solutions becomes crucial. By conducting our research
in Sampaloc, we aim to uncover insights that not only resonate with the local student
population but also offer broader implications for similar urban contexts facing similar
challenges.

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1.2 RESEARCH DESIGN

To assess the market potential of introducing a multi-functional tumbler with an
attachable power bank in the University Belt Sampaloc Manila area, specifically targeting
National University-Manila, University of the East, University of Sto. Tomas, and Far
Eastern University, a quantitative-descriptive research approach is proposed for the
present study.

The initial phase of the study involves administering a structured questionnaire to

a sample group of college students within the University Belt vicinity. This survey will be
designed to collect quantitative data, allowing for a numerical analysis of student
preferences, attitudes, and purchase intentions towards tumblers with power banks. Key
aspects to be explored include the level of demand for such products, perceptions
regarding their utility and desirability, and the likelihood of purchase among respondents.

Following the collection of survey responses, statistical analysis will be conducted

in collaboration with a qualified statistician. This expert will employ statistical techniques
to examine the gathered data, providing insights into the size of the potential market for
tumblers with power banks, the level of awareness among respondents, and factors
influencing their likelihood of adoption or purchase. By applying mathematical methods
to analyze the survey findings, a deeper understanding of the obtained information will
be achieved, facilitating informed decision-making regarding the introduction of the
product to the target market.

1.3 POPULATION SAMPLING OR RESPONDENTS OF THE STUDY

The target respondents for this study are customers of Tumbler with Attachable
Power Bank within the University Belt area. They will be college students aged 18 to 30
years old, representing various genders including male, female, bisexual, gay, and others.
The study will employ a convenient sampling method, deemed appropriate for the
research objectives.

Using Raosoft, the required sample size for the study has been calculated with a
population size assumed to be under a 95% level of confidence and a 5% margin of error.
Given the undefined population size, the researchers will adhere to the standard sample

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size recommendation of 385 respondents within the University Belt Sampaloc Manila
area.

1.4 DATA GATHERING PROCEDURES

The primary goal of the research is to evaluate the viability and potential advantages of
introducing tumblers equipped with integrated power banks to college students within
the Sampaloc Manila University Belt neighborhood. This will involve investigating market
demand, consumer perceptions, potential impacts on daily routines, and barriers to
adoption.

1. Assessing the market potential and consumer interest in tumblers with integrated
power banks among college students in the Sampaloc Manila University Belt
neighborhood, including an examination of awareness, preferences, and willingness to
purchase.
2. Formulate items for assessing the identified key concepts. After pinpointing the key
concepts, the researcher can create specific questions or statements to gauge these
concepts.
3. Structure the items into a questionnaire. Once the items are developed, the
researcher can arrange them into a questionnaire designed for easy comprehension and
completion by respondents.
This phase involves formal consultations with a professor and a hired statistician to ensure
the survey questionnaire is properly validated and aligned with the Standard Operating
Procedure (SOP) to measure key concepts.
4. Conduct a pilot test of the questionnaire. Before distributing the questionnaire to
the full sample, the researcher should pilot-test it with a small group of respondents. This
helps identify any issues with the questionnaire, such as unclear items or challenging
instructions.
5. Modify the questionnaire, as necessary. Based on feedback from the pilot test, the
researcher can revise the questionnaire as needed.
6. Manage the questionnaire for the entire sample. Once the questionnaire is
finalized, the researcher can distribute it to the full sample.

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7. Analyze the collected data. After gathering the data, the researcher can analyze it
to identify relationships between the key concepts using the specified statistical
treatment.

The overarching aim is to determine the feasibility and desirability of providing

college students in the Sampaloc Manila University Belt neighborhood with tumblers
featuring integrated power banks, considering various aspects of market dynamics and
consumer behavior.

1.5 RESEARCH INSTRUMENT

In the process of conducting research, a research instrument plays a vital role as it
encompasses all tools employed for collecting, measuring, and analyzing relevant data
within the research domain. These instruments can take diverse forms, ranging from
questionnaires and surveys to interviews, checklists, or straightforward tests
(DiscoverPhDs, 2020). In this study, the focus is on evaluating the convenience and
market acceptability of a tumbler with an attachable power bank among college
students in the University-Belt area of Sampaloc, Manila.

To achieve this evaluation, a survey questionnaire has been crafted as the primary
research instrument. This questionnaire is divided into two main sections. The first
segment seeks demographic information, encompassing details like age, gender, and
monthly income/allowance of the respondents. The second section delves into assessing
the convenience aspects of using the tumbler with an attachable power bank. It explores
various dimensions such as product features, pricing, distribution channels, and
promotional strategies. Respondents will express their perceptions and preferences
using the Likert Scale, offering a structured way to gauge their sentiments.

Through the application of this survey questionnaire, the study aspires to unravel
valuable insights into how college students within the University-Belt area of Sampaloc,
Manila perceives the convenience of the tumbler with an attachable power bank. By
collecting data on demographic details and opinions on specific aspects of the product.

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1.5 STATISTICAL TREATMENT OF DATA

1. Frequency and Percentage Distributions. The distribution of the respondents

personal connected variables was determined by frequency and percentage. The
frequency displays the actual answer from the survey. The following formula
must be: % = /N × 100 Where: % = percentage, ratrequency, N= total number of
respondents.

2. Weighted Mean. In this tool, it was used for the computation of arithmetic
means that gives various findings of an equal weight in accordance with their
unequal relative importance. The formula was: Xw = f(W) N Where: W =
weighted mean f = frequency w = weight of response N = total no. of responses.

3. Likert Scale. It is a one-dimensional scale used by researchers to elicit

respondents' views and opinions. This psychometric scale is frequently used by
researchers to understand the attitudes and perceptions of a brand, product, or
target market.

4. The Kruskal-Wallis H test, also known as the "one-way ANOVA on ranks," is a

nonparametric statistical test. It assesses whether there are significant
differences between two or more groups of an independent variable concerning
a continuous or ordinal dependent variable. This test serves as a nonparametric
counterpart to the one-way ANOVA, extending the capabilities of the Mann-
Whitney U test to accommodate the comparison of multiple independent
groups.

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CHAPTER VI: INDUSTRY ANALYSIS

The research aims to delve into the dynamics of the industry, closely examining
competitors who offer related products. This thorough analysis seeks to provide the
business with a nuanced understanding of its position in the market. As part of this
comprehensive evaluation, the study employs a SWOT analysis, a fundamental tool that
sheds light on internal strengths and weaknesses. The insights derived from this
assessment equip decision-makers with valuable information to rectify shortcomings and
leverage organizational advantages.

SWOT ANALYSIS
The SWOT analysis holds particular significance in industry assessments, offering a
holistic view of both internal strengths and vulnerabilities. This analytical tool empowers
decision-makers to adeptly navigate challenges and optimize organizational strengths. By
dissecting internal factors alongside external market conditions, the SWOT analysis
becomes an invaluable resource, guiding strategic decisions and positioning the business
for sustained success in a competitive landscape.

STRENGTHS WEAKNESSES
· Convenience: It combines a beverage· Limited Capacity: Combining a tumbler and
container and a power source for a power bank in one item could result in
electronic devices in one compact and compromises in both capacities, leading to
portable package, making it ideal for smaller volume for beverages and deprived
on-the-go use. battery capacity for charging devices than
· Versatility: The combination of a independent solutions.
tumbler and a power bank meets a· Maintenance Difficulties: Because the
variety of purposes, providing device has dual functioning, any faults with
hydration for liquids while also either the tumbler or the power bank may
ensuring the availability of power for have an impact on its entire usability.
charging smartphones, tablets, and· Risk of Damage: Having a tumbler with an
other USB devices. integrated power bank raises the possibility
· Efficiency: Users may stay hydrated of spills or unintentional drops, which could
and charged without the need for harm the power bank as well as the drinking
numerous separate things, minimizing container.
clutter and simplifying their carry-on
items for travel, business, or outdoor
activities.

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OPPORTUNITIES THREATS
· Market Demand: With the growing · Technical concerns and Malfunctions: The
popularity of multipurpose and incorporation of electronic components into
portable gadgets, there is an excellent a tumbler raises the possibility of technical
chance to capitalize on the demand concerns such as battery malfunctions,
for products that provide convenience charging problems, or electronic
and versatility. breakdowns. Such problems could cause
· Brand Differentiation: Businesses consumers to become dissatisfied and harm
may set themselves apart from the the reputation of the brand.
competition and draw in new clients · Safety Issues: When combining a power
by offering creative solutions that bank with a drink container, there is a risk of
cater to consumer wants. leaks, short circuits, or overheating,
· Customization and Personalization: particularly if the product is not made with
This capacity for personalization can strict safety regulations in mind.
increase consumer loyalty to the · Competition from Specialized Products:
brand and draw target markets, These specialized items may threaten the
including tourists, outdoor lovers, or market share and profitability of combined
tech-savvy people. products if they provide better quality,
functionality, or cost.
Table 1: SWOT Analysis

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CHAPTER VII: DEMAND AND SUPPLY ANALYSIS

SUPPLY
Improved Pricing: Offering an affordable product significantly impacts attracting potential
customers. In the current market landscape, tumblers are increasingly priced higher due
to advanced features and brand recognition, leading customers to hesitate before making
a purchase decision. However, the Tumbler with Attachable Power Bank stands out by
combining unique features with a reasonable price point. The pricing strategy has been
tailored to resonate with the target market, primarily composed of college students in the
University Belt - Sampaloc, Manila area.

Tumblers nowadays are slightly becoming pricey because of having good features
and brand names which makes customers overthink if they should buy the product. Aside
from having a tumbler with attachable power bank which makes it unique, it also comes
with a reasonable and great price. The price of it has been adjusted as the target market
of the product is mostly still in college in University Belt - Sampaloc, Manila.

Maximizing Profitability: Start-up businesses must prioritize maximizing profitability

without compromising product quality, which could lead to failure. Tumblers with
attachable power banks uphold quality standards by using premium materials to ensure
customer satisfaction. Profit optimization is achieved through strategic investment in
essential resources and the implementation of an intelligent pricing strategy, striking a
balance between profitability and customer value.

A start-up business has a habit of saving materials when making products which
affects its quality and gives dissatisfaction to its customers. Tumblers with attachable
power bank have secured their quality by using good materials to reach the satisfaction
of the customers. It also maximizes the profit by investing properly in the things that
should be needed for the product and by implementing an intelligent pricing strategy.

Continuously Producing Products: Maintaining sufficient stock levels is crucial for

ensuring steady cash flow and maximizing the product's potential. Tumblers with
attachable power banks are readily available to meet consumer demand, facilitating

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impulse purchases and enhancing sales opportunities. By keeping ample stock on hand,
the business capitalizes on consumer preferences for immediate gratification, thereby
preventing potential constraints on its growth and profitability.

DEMAND
Increases Efficiency and Portability: Enhanced efficiency and portability are key factors
driving demand for products. While tumblers are ubiquitous in the Philippines, not all
offer the same level of quality and utility. The Tumbler with Attachable Power Bank
distinguishes itself by significantly increasing efficiency and portability through its unique
features. Combining the functionality of a tumbler that maintains hot and chilly water for
extended periods with a power bank for on-the-go charging, this product offers
unparalleled convenience. Its dual functionality consolidates two essential items into one
portable solution, catering to the evolving needs of modern consumers.

There are many sellers of tumblers here in the Philippines as it became one of the
products that is particularly useful to people but not all of them have the same quality.
Tumblers with an attachable power bank have increased their efficiency and portability
because of their unique features. You cannot see this kind of product everywhere. A
tumbler which keeps hot and chilly water for hours and a power bank which helps you to
have a charging port whenever you go outside. It is like having 2 useful products in 1 piece
which makes it portable.

Environmentally Friendly: Consumers are increasingly drawn to environmentally friendly

products that mitigate environmental risks. Tumblers with attachable power banks
contribute to environmental sustainability by reducing reliance on single-use plastic cups
and bottles. Crafted from stainless steel, these tumblers offer a sustainable alternative to
plastic containers, while the integrated power bank alleviates concerns about power
shortages by providing convenient charging capabilities. By addressing both
environmental and practical concerns, this product appeals to environmentally conscious
consumers seeking eco-friendly solutions.

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Tumblers with attachable power banks help the environment by reducing the usage
of plastic cups and bottles that affect the safety of our environment. With its features
such as stainless steel, it already solves the problem from using plastics and the power
bank which overcomes the power shortage and gives you an instant charging.

Different Varieties, In Demand Items: Offering a diverse range of options satisfies

consumer demands and fosters brand loyalty. Tumblers with attachable power banks
come in diverse designs and colors, allowing businesses to cater to individual preferences
and attract a broader customer base. By soliciting feedback from customers and
incorporating their preferences into product offerings, businesses can enhance their
brand reputation and cultivate loyalty. Responding to consumer demands ensures that
businesses remain competitive in the market, as satisfied customers are more likely to
develop strong brand loyalty and advocate for the company's products and services.

Tumblers with an attachable power bank have a different variety especially when
it comes to designs and colors as it can help the business to attract potential customers
by getting valuable feedback from people who already tried the product which increases
the brand's' reputation. Customers' demands should always be validated as it has a
significant impact on becoming successful. The greater the service you give to consumers,
the higher brand loyalty they will have to the company.

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CHAPTER VIII: CONCLUSION AND RECOMMENDATION

CONCLUSION
In conclusion, the study illuminates a promising market potential for a tumbler with
an attachable power bank among college students in the University Belt of Sampaloc
Manila. The overwhelmingly positive responses from the survey, covering various aspects
such as product features, pricing, place, and promotion, underscore the receptiveness of
the target audience towards this innovative dual-functionality product. This encouraging
feedback not only validates the viability of introducing such a product but also highlights
an opportunity to cater to the specific needs and preferences of students in the region.

Demographics Distribution
1. Age: With 83% of the respondents being under 25, most of the respondents
were young. It is important to consider this demographic partiality toward
younger people when evaluating preferences and perceptions.

Gender: The distribution of respondents' genders was even, with a tiny

percentage choosing not to declare and more women than men. This suggests
a varied sample.

Income: The distribution of earnings was not uniform; most people reported
having incomes between 2000 and 5000, while a considerable number of
individuals reported incomes below 2000. A significant percentage of the
sample had earnings over 5,000, suggesting that the participants came from
a variety of socioeconomic backgrounds.

There were differences in opinions about each of the four Ps: product, price,
place, and promotion. In comparison to older age groups, younger age groups
could have different tastes and views.
Perceptions of the product and price showed significant differences. This
implies that opinions on product attributes and pricing tactics may vary
between men and women.

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Perception differences were observed in the categories of Place, Product, and

Promotion. This suggests that people with different income levels can have
different opinions on the products because of things like affordability or
differing expectations.

Statistical Analysis

2. Significant differences in views were found by the Kruskal-Walli's test across

a variety of demographic profiles, particularly those related to age, gender,
and income levels.

Product Ratings
3. Price was rated positively despite receiving lower scores, indicating that
respondents thought the pricing was fair.
4. The place category scored significantly lower than other categories,
suggesting potential problems with the product's accessibility or distribution.
Additional research is needed on this.
5. In overall, the product received positive ratings from responders in every
aspect (Product, Price, Place, and Overall). The product category had the
highest average rating, suggesting that respondents thought the product's
features and quality were good.

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RECOMMENDATION
The overwhelmingly positive responses from the survey underscore a clear market
demand for the tumbler with an attachable power bank, indicating a strong likelihood of
successful adoption among college students in the Sampaloc Manila University Belt.
Considering these findings, it is highly recommended to proceed with the comprehensive
development and launch of this innovative dual-functionality product. Key aspects such
as competitive pricing, easily accessible distribution channels within the University Belt,
and targeted promotional campaigns should be prioritized to optimize market
penetration.

To ensure the sustained success of the product, a dynamic approach is crucial,

involving continuous monitoring of consumer preferences and a commitment to adapt
the product based on evolving trends.

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CHAPTER IX: BIBLIOGRAPHY

Amore, M. J. (2023). A study on the marketing strategies for businesses around the
University Belt in Sampaloc Manila. International Journal of Marketing and Business
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Collier, A. (2022). The role of Manila in higher education.

Journal of Education and Learning, 11(1), 23-35.

Das, H. (2017). Housing – Transportation - Food Affordability Nexus. Sustainable Calgary, 1-

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e81739ab/ 1543441609302/HTF+Literature+Review+Report+-+Hemontika.pdf

Formplus. (2021). Geographical segmentation: How to use it for successful marketing

campaigns. Retrieved from https://www.formpl.us/resources/geographic-segmentation

Energy, E. C. (2023, July 25). The struggle is real: The emotional and cognitive impacts of
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emotional-and-cognitive-impacts-of-phone-battery-anxiety-in-students

IGI Global. WEF. (2020). The Global Gender Gap Report 2020. World Economic Forum.
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pay-equality
Lin, S., Jiao, J., & Gangbar, E. (2020). Exploring the dynamics of “Affordability” for students
at UBC Vancouver. Retrieved from
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Jamieson, S. (2024, February 23). Likert scale | Social Science Surveys & Applications.
Encyclopedia Britannica. https://www.britannica.com/topic/Likert-Scale

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Kruskal-Wallis H Test in SPSS (Statistical Package for Social Sciences) Statistics | Procedure,
output and interpretation of the output using a relevant example. (n.d.).
https://statistics.laerd.com/spss-tutorials/kruskal-wallis-h-test-using-spss-statistics.php

Leissner, S., & Ryan-Fogarty, Y. (2019). Challenges and opportunities for reduction of sole
use plastics in healthcare: a case study of sole use infant formula bottles in two Irish
maternity hospitals. Resources, Conservation and Recycling, 151, 104462.

Lu, J. (2021). Research on the Influencing Factors of University Students' Intention to Use
Shared Power Bank in the Background of Sharing Economy. Frontiers in Economics and
Management, 2(6), 90-98. https://doi.org/10.6981/FEM.202106_2(6).0018

Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). Sustainability liability:
Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5),
18-31.

Magazine, E.-. E., & Magazine, E.-. E. (2020, June 11). Top Essential benefits of portable
power banks. Emagazine.com. https://emagazine.com/top-essential-benefits-of-portable-
power-banks/
Mialki, S. (2023). Demographic Segmentation. In L. Filipe, & B. Shishkov (Eds.), Encyclopedia
of Information Science and Technology, Fifth Edition (pp. 3161-3170).
Nielsen. (2018). Unpacking the sustainability landscape. Retrieved from
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sustainability-landscape.pdf

Nurwahdah, N., & Ikhsani, C. (2023). Instilling Character Education Caring for the
Environment Through the Bring Your Tumbler Goes to School Movement. PAKAR
Pendidikan, 21(1), 81-89. https://doi.org/10.24036/pakar.v21i1.298

Pan, S. (2023, May 5). The tale of tumbling tumblers. https://www.linkedin.com/pulse/tale-

tumbling-tumblers-shelley-pan

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Rahmawati, L., & Abdulkarim, A. (2023). Development of Moral Movement of Bring Your
Own Tumbler (BYOT) in Junior High School 3 Jatinunggal.
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Rebullar, N. C., Mabini, L. K., Cabral, M. J. M., & Dancalan, C. P. Student’s Attitude and Action
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19(15), 9259. https://doi.org/10.3390/ijerph19159259

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CHAPTER 10: APPENDIX

Appendix 1: Survey Questionnaire

Demographic Profile

1.1 Age
1.2 Gender
1.3 Monthly Income/Allowance

Which variables affect the buying behavior of the respondents in terms of:

PRODUCT
Questions Strongly Agree Somewhat Disagree Strongly
Agree Agree Disagree
The Tumbler with
Attachable
Power Bank
provides
convenient
features that
meet my
hydration and
charging needs.
I find the
concept of the
Tumbler with
Attachable
Power Bank
easy to use.

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The
Combination of
the power bank
into the
tumbler
enhances the
overall
convenience of
the product.
The Tumbler
with Attachable
Power Bank is
durable and of
high quality.
Overall, I am
satisfied with
the
convenience
provided by the
Tumbler with
Attachable
Power Bank.

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PRICE
Questions Strongly Agree Somewhat Disagree Strongly
Agree Agree Disagree
The price of the
Tumbler with
Attachable
Power Bank is
justified by the
convenience it
offers.
I find the
Tumbler with
Attachable
Power Bank to
be affordable
for a product
with its
features.
The price of the
Tumbler with
Attachable
Power Bank is
competitive
compared to
related
products in the
market.
I consider any
discounts or
promotional
offers on the
Tumbler with

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Attachable
Power Bank to
be attractive.
The price of the
Tumbler with
Attachable
Power Bank
reflects its
value for
money.

PLACE
Questions Strongly Agree Somewhat Disagree Strongly
Agree Agree Disagree
The Tumbler with
Attachable Power
Bank is easily
accessible for
purchase in
locations
convenient for
me.

I can find the

Tumbler with
Attachable
Power Bank in
stores that I
frequently visit.
The Tumbler
with Attachable
Power Bank is
readily available

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for purchase
online.
The process of
purchasing the
Tumbler with
Attachable
Power Bank is
straightforward
and convenient.
I have a variety
of options when
it comes to
choosing where
to purchase the
Tumbler with
Attachable
Power Bank.

PROMOTION
Questions Strongly Agree Somewhat Disagree Strongly
Agree Agree Disagree
I am aware of the
Tumbler with
Attachable Power
Bank due to
effective
advertising.
Promotional
activities and
marketing efforts
have influenced
my perception of
the Tumbler with

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Attachable Power
Bank positively.
Recommendations
from friends or
peers about the
Tumbler with
Attachable Power
Bank positively
influence my
opinion.
I actively engage
with promotional
content related to
the Tumbler with
Attachable Power
Bank (e.g., social
media posts,
advertisements).
Promotional
activities
contribute to a
positive
perception of the
brand offering the
Tumbler with
Attachable Power
Bank.

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