Cassava and Wheat Flour Mixture: A Market Potential Study and Marketing Plan

International Journal of Economics and Management Studies

© 2019 by SSRG - IJEMS Journal

Volume 6 Issue 4

Year of Publication : 2019

Authors : Osito T. Somoray, JR

10.14445/23939125/IJEMS-V6I4P115

How to Cite?

Osito T. Somoray, JR, "Cassava and Wheat Flour Mixture: A Market Potential Study and Marketing Plan," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 4, pp. 103-107, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I4P115

Abstract:

This study is an assessment of the market potential of cassava flour mixed with wheat flour with the end in view of coming up with an effective plan for marketing in Northern Samar. Specifically, it sought to answers to determine the market potential of the mixture of cassava and wheat flour in terms of demand and supply in Northern Samar. It also looked into the factors that may affect the demand for the mixture as perceived by the bakery operators and other commercial users of flour. Likewise, it tried to find out the difference between wheat flour and cassava flour mixed with wheat flour in baking cake, bread and cookies in terms of appearance, flavor and texture. The competitive strength of cassava flour mixed with wheat flour against pure wheat flour was determined in terms of quality, price and cost. Meanwhile, the factors that constitute the effective marketing plan; and the specific strategies that may constitute an effective marketing plan for the mixed cassava and wheat flour with respect to product quality, price, place and promotions in Northern Samar were also determined. The research design employed the descriptive method. Three sets of interview schedule were adopted in data gathering which determined the potential demand and supply of cassava flour, and a score card was also used to evaluate the significant difference and competitive strength of cassava flour. The study revealed that more bakery operators and other commercial users of flour were willing to purchase cassava flour if the price was lesser than the prevailing price of wheat flour. There were more entrepreneurs or would-be producers who were willing to produce cassava flour if the price would be less than the prevailing price of wheat flour. The deciding factor of bakery operators and other commercial users of flour to buy cassava flour is dependent on the quality of bakery products baked from the cassava and wheat flour combined. The study indicated that in terms of quality there was a significant difference between the two kinds of flour. In determining the competitive strengths of cassava flour in terms of price and cost, the price of wheat flour was slightly higher over the price of cassava flour and the cost of expenditures that can be saved by the bakery operators and other commercial users of flour by using cassava and wheat flour mixture was too minimal with the small difference of price and cost, it was not too significant to determine that cassava flour was competitive in price and cost over wheat flour. The means of the bakery products made of cassava flour in terms of their appearance, flavor and texture. However, it was noted that cake was the only bakery product from cassava flour mixed with wheat flour that was acceptable to the consumers. The factors that constituted the effective marketing plan were the marketing strategies and the marketing plan that of the marketing mix of four P’s product, price, place and promotions. On the basis of the findings of the study the researcher finally came up with a conclusion that there was less market potential of cassava flour mixed with wheat flour in Northern Samar, nevertheless, he expects to reverse the situation by coming up with a marketing plan.

Keywords:

Mixture, potential, marketing, demand and supply

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