ABSTRACT
The Croquette Craze, a student-run food business at Nasugbu East Senior High School, offers affordable and delectable sweet potato croquettes. With a focus on the school's 1,304 students, the business aims to cater to health-conscious consumers seeking tasty snacks. The initial investment of Php 125,000.00 covers building improvements, store equipment, tools, supplies, and direct materials. The business employs a combination of Cost-Plus and Bundle Pricing strategies, and promotes through social media and tarpaulins. Waste management activities ensure environmental compliance. The ownership structure is a partnership, allowing members to pool resources and skills effectively. The business projects an ROI of 14.96%, 7.02%, and 4.46% for 2025, 2026, and 2027, respectively. A detailed partnership agreement is crucial to prevent conflicts. The research framework includes strengths, weaknesses, opportunities, and threats, with strategic plans to mitigate future losses. Adapting to market changes and offering fair prices in line with government policies are essential for stability and competition. The emphasis on green living aligns with the broader goal of environmental sustainability.
Keywords: Sweet Potato, Health Conscious, Business, Affordability, Innovation
INTRODUCTION
In the Philippines, sweet potatoes or "camote" are commonly referred to as the poor man's crop, is a common and significant root crop in the Philippines that requires little upkeep and low production costs. It is a nutritious meal that is mainly as vegetables and as a staple. Sweet potatoes were a small farmer's additional source of income. According to data from the Philippine Statistic Authority (PSA), 151.65 thousand metric tons of sweet potatoes were produced between April and June of 2023. A range of goods and ingredients made from sweet potato, such as flour, dried chips, juice, bread, noodles, candies and delicacies, provide consumers with a lot of options to do with their sweet potatoes, and provide farmers with added value (cipotato.org)
Based on the study that is medically reviewed by Jillian Kubala (2023), sweet potatoes are an excellent provider of vitamins, potassium, fiber, and other necessary nutrients. Sweet potatoes have a number of potential health advantages, including better digestion and less inflammation. Sweet potato may offer a variety of health benefits like improving insulin sensitivity in diabetes, maintaining healthful blood pressure levels, reducing the risk of cancer, improving digestion and regularity, protecting eye health, boosting immunity, and reducing inflammation. Krochmal-Marczak (2021) said that sweet potatoes also include a lot of vitamin C, which is necessary for immune system support and the creation of collagen, both of which are necessary for keeping skin healthy. Sweet potatoes are a great option for people with diabetes or those trying to lose weight because of their low glycemic index, which also helps to regulate blood sugar levels. Last but not least, sweet potatoes' versatile nature allows for a multitude of culinary applications that improve meals' flavor and nutritious content.
According to the data of the Philippines Statistics Authority (PSA) there is a -7.5 percent decrease in the production of sweet potato from the year 2022 to 2023 specifically In the quarter of April to June. And there are various challenges that the sweet potato is encountering in our industry.The study entitled "Increasing Sweet Potato (Ipomoea batatas) Root Crop Yield Based Scientific Participatory Research" by Marife Mustacisa-Lacaba and Renalyn Villanueva. The Philippines' sweet potato industry has a number of challenges. One challenge is the low market demand due to the lack of production takers, which hinders the success of interventions aimed at increasing productivity. Furthermore, based on the Department of Science and Technology (DOST) farmers have weak links to technology sources, markets, and commercial users that is why some of the root crops tend to decay without having any value.
According to the study of Ma Teresa Lirag (2019), sweet potato has emerged as a leading crop in the global market, surpassing other staple foods due to its popularity for consumption and immediate income generation. A study conducted in Camarines Sur, Philippines, aimed to investigate the factors influencing the profitability of sweet potato production. The study selected 108 farmers using purposive sampling and employed structured questionnaires and focused group discussions for data collection. Analysis techniques such as frequency counts, weighted means, percentages, cost and return analysis, return on investment, and multiple regression were used to assess profitability and identify influencing factors. Findings indicated that sweet potato production is generally profitable, yielding a high financial return of 144% per hectare, equivalent to a net income of Php 48,400. Positive relationships were observed between income and factors such as farm size, labor input cost, cost of other inputs, and access to buyers, while inverse relationships were found with years of experience and tenurial status. Significant variables contributing to income increase were farm size and cost of other inputs. Recommendations include stabilizing pricing systems, forming production clusters to enhance market opportunities, providing training on product development, subsidizing agricultural inputs, improving infrastructure, and establishing agricultural market information networks.
According to the study of Kenneth Mackay (1989), sweet potato is an Asian crop in spite of its new world origin and is now mainly cultivated in Asia and Oceania, where more than 80% of global production takes place. It is a crucial staple food and a source of emergency sustenance, particularly for farmers with limited resources and urban populations. Besides being used as a vegetable, it is also enjoyed as a snack and confectionery item worldwide. In Asia, it plays a significant role in animal feed, especially for pigs on small farms. Lately, there has been a growing interest in sweet potatoes among urban elites, and their use in processed products has increased. These insights were gathered from the Sweet Potato Workshop held at the Visayas State College of Agriculture in the Philippines in May 1987. This workshop, the second of its kind in Asia, brought together representatives from major sweet potato-producing countries, such as China and Vietnam, to discuss progress in breeding, disease management, storage, processing, and marketing. The workshop also addressed the challenges encountered by small-scale farmers and underscored the importance of future collaborations in research and training initiatives.
A study by Reyes and colleagues in 2020 talks about how important sweet potatoes are in the Philippines. Even though they originally came from the Americas, sweet potatoes have become a big part of Filipino food and farming. They are a key food for many Filipino families, especially in rural areas, where they help during times when there isn't much food and provide income for small farmers. Also, growing sweet potatoes helps keep the soil healthy and protects the environment in hilly areas. The study, which looked at surveys and interviews from different parts of the Philippines, says we need to find better ways to grow sweet potatoes, use sustainable farming methods, and connect with markets. This study was shared at a big meeting about farming in Manila in 2019, where people talked about how to help sweet potato farmers in the Philippines.
It's true that Filipinos are well-known for their love of snacks, or "merienda." This is a deeply rooted cultural feature that people of all ages and backgrounds appreciate. The article "Filipinos Love Snacks: Here's Why Snacks Are Big Business in the Philippines" from GMA News explores the diversification and rising demand for snacks in our country. Some may find an alternative way to satisfy their cravings in a way that could cost them a lot cheaper but still get the same satisfaction. Sweet potato is an alternative root crop that can replace a lot of products. You can make camote cue, camote chips, and camote fries, these are some of the foods that you can make with a sweet potato. According to Statista the average retail price of the sweet as of 2022 is 51.73 per kilogram while the potato is 79.46 per kilogram. The difference is that sweet potatoes are about 35% less expensive than potatoes. That is why some of the Filipinos use sweet potato as an alternative for potato in some dishes and products.
MATERIALS AND METHODS
This study focuses on the business that aims to investigate the market potential and feasibility of introducing sweet potato croquettes as a new food product within Nasugbu East Senior High School. Out of 1,304 population within Nasugbu East Senior High School, the study will focus on gathering data from 297 respondents who are students from different sections within the school. The research will cover various aspects such as consumer preferences, acceptance, and potential demand for sweet potato croquettes among the target population.
The descriptive approach, a type of quantitative research, was employed by the researchers in the study. As per McCombes (2019), a population, circumstance, or phenomena is intended to be correctly and methodically described through descriptive study. 'What', 'where', 'when', and how inquiries can be answered using a descriptive method but it cannot answer 'why' questions. In addition to this, descriptive research also allows us to describe the other various aspects of the study. Descriptive method includes observation as a technique for gathering facts about the study. The study utilized the descriptive method of research. Since the study is intended to determine the marketability of Croquette Craze, Sweet Potato Croquettes in Nasugbu East Senior High School. As the primary tool for collecting data from respondents, the proponent created a questionnaire. By understanding the target market's potential and willingness to avail the product, the questionnaire was created to determine the demand for the product.
Respondents were given survey questionnaires in printed form in order to assess the viability of the firm and gather pertinent information for the report. Additionally, the proponent conducted thorough interviews with Nasugbu East Senior High School students. The questionnaire design incorporates the respondents' demographic profile and their willingness to utilize the products that the proponent aims to provide. The questionnaire's fields will serve as the instrument for estimating the business's expenses. The questionnaire used by the proponent is disclosed in this study. The proponent has done the following procedures in data gathering:
RESULTS AND DISCUSSIONS
a. Demographic Profile
Table 1
Distribution of Respondents per Strata
| Strand | Population | Sample | & |
| ABM | 180 | 42 | 14% |
| HUMSS | 629 | 138 | 47% |
| STEM | 198 | 48 | 16% |
| TVL | 297 | 69 | 23% |
| Total | 1,304 | 297 | 100% |
The majority of students in Senior High School belong to the strand of HUMSS. This was evident by 138 or 47% of the respondents, and 69 or 23% of the respondents represented in TVL strand, while the STEM strand has 48 or 16%. The last segment of students responding to this study belongs to ABM strand that has 42 or 14% of the total respondent.
b. Product Introduction
Being able to market to and establish relationships with clients and potential customers requires having a solid understanding of them. Thorough customer analysis will give businesses the skills they need to convert more leads and keep them from leaving for longer. A combination of qualitative and quantitative research is gathered from customers to better understand them and make insightful findings that will support marketing and outreach initiatives. This process is known as customer analysis. It will ascertain the needs of the clients, the kinds of messages they are receptive to, and the reasons behind their purchases or non-purchasing of the goods. Equipped with this knowledge, the required adjustments can be implemented to enhance expansion.
Table 2
Willingness to avail the products of Croquette Craze
| Willingness | Quantity | Percentage |
| Willing | 283 | 95% |
| Not Willing | 14 | 5% |
| Total | 297 | 100% |
Table 3.2.1 displays that 283 of the total respondents are willing to avail the product of the business, which demonstrates the 95% of the sample. However, 14 respondents are not willing to avail and consists of 5% of the sample.
Table 3
Willingness to Purchase per Item
| Product Line | Quantity | Percentage |
| Cheese | 599 | 37.14% |
| Chocolate | 425 | 26.35% |
| Ube | 273 | 16.92% |
| Tuna | 316 | 19.59% |
| Total Qty. Demand | 1,613 | 100% |
Based on the data collected from the survey questionnaire, for the Cheese Sweet Potato Croquettes, the willingness to purchase the product had a total of 599 responses with 37.14% of the respondents, indicating that they would buy it. Followed by the Chocolate Sweet Potato Croquettes, 425 respondents are willing to purchase the product, with the percentage of 26.35%. For Ube Sweet Potato Croquettes, the willingness to purchase the product had a total of 273 respondents, with 16.92% of the sample. For the Tuna Sweet Potato Croquettes, 316 respondents are willing to purchase the product with a percentage of 19.59%. The total percentage reported for each product line represents the overall willingness to purchase for that entire product line, across all fillings. The total willingness to purchase for the Cheese Sweet Potato Croquettes product line is 37.14%, which suggests that this product line is the most popular among customers surveyed.
Table 4
Breakdown of Students’ Weekly Allowance
| Allowance Range | Quantity | Percentage |
| Php. 100.00 to Php. 399.00 | 78 | 27.56% |
| Php. 400.00 to Php. 699.00 | 149 | 52.65% |
| Php. 700.00 to Php. 999.00 | 16 | 5.65% |
| Php. 1000.00 to Php. 1,299.00 | 38 | 13.43% |
| Php. 1,300.00 to Php. 1,599.00 | 2 | 0.71% |
| Total | 283 | 100 |
According to the data collected from the survey questionnaire. In the breakdown of students’ weekly allowance. The highest quantity of students is 149 with a percentage of 52.65% having an allowance ranging from Php 400.00 to Php 699.00. In the allowance range of Php 100.00 to Php 399.00 , there are 78 students with a percentage of 27.56%. There are 38 students in the allowance range of Php 1,000.00 to Php 1,299.00, meaning that the percentage is 13.43%. In addition, there are 16 students who have a 5.65% allowance that ranges from Php 700.00 to Php 999.00. The last range of allowance is from 1,300 to 1699.00 PHP. It has 2 students and has a 0.71%. Overall, there are a total of 283 for Quantity and 100 for Percentage, and the most of the students have an allowance range of Php 400.00 to Php 699.00.
Table 5
Breakdown of Students’ Weekly Snack Budget
| Budget Range | Quantity | Percentage |
| Php. 30.00 to Php. 229.00 | 188 | 66.43% |
| Php. 230.00 to Php. 429.00 | 74 | 26.15% |
| Php. 430.00 to Php. 629.00 | 16 | 5.65% |
| Php. 630.00 to Php. 829.00 | 4 | 1.41% |
| Php. 830.00 to Php. 1,029.00 | 1 | 0.35% |
| Total | 283 | 100% |
Table 3.2.4 clearly shows the breakdown of students’ weekly snack budget. The highest quantity of students is 188, with a percentage of 66.43%, and has an allowance ranging from Php. 30.00 to Php. 229.00. In the allowance range of Php. 230.00 to PHP 429.00, there are 74 students with a percentage of 26.15%. The allowance ranges from Php. 430.00 to Php. 629.00 has a total of 16 students and a percentage of 5.65%, followed by the allowance range of Php. 630.00 to Php. 829.00, there are 4 students with a percentage of 1.41%. The last allowance range is Php. 830.00 to Php. 1,029.00 with only 1 student and a percentage of 0.35%, which makes it the lowest of all the selections. Hence, the majority of the students have an allowance range of Php. 30.00 to Php. 229.00.
Table 6
Breakdown of Students` Purchasing Potential
| Potential Range | Quantity | Percentage |
| Php. 10.00 to Php. 49.00 | 134 | 47.35% |
| Php. 50.00 to Php. 89.00 | 105 | 37.10% |
| Php. 90.00 to Php. 129.00 | 29 | 10.25% |
| Php. 130.00 to Php. 169.00 | 7 | 2.47 |
| Php. 170.00 to Php. 209.00 | 7 | 2.47 |
| Php. 210.00 to Php. 249.00 | 1 | 0.35% |
| Total | 283 | 100% |
Based on the data provided, the breakdown of students' purchasing potential for snacks reveals that nearly half of the students, comprising 47.35%, have a budget ranging from Php 10.00 to Php 49.00. Following this, 37.10% of students have a potential range between Php 50.00 and Php 89.00. The third largest group consists of students with a budget from Php 90.00 to Php 129.00, comprising 10.25% of the total. Subsequently, there are smaller percentages of students in higher potential ranges, with 2.47% in each of the ranges from Php 130.00 to Php 169.00 and Php 170.00 to Php 209.00. Lastly, only 0.35% of students have a budget between Php 210.00 and Php 249.00. In summary, the majority of students, accounting for 84.45% of respondents, have a purchasing potential below Php 130.00, with the largest portion having a budget below Php 90.00. Conversely, a smaller percentage of students have higher purchasing potentials, with only 2.82% having budgets exceeding Php 200.00.
Table 7
Breakdown of Students` Purchasing Potential in Peso
| Potential Range | AverageAmount | Qty | % | Qty. over Population | Total Purchasing Potential |
| A | b | c | e = d/c | f= Population x e | g = fxb |
| Php. 10.00 to Php. 49.00 | 29.5 | 134 | 47.35% | 617 | 18,201.5 |
| Php. 50.00 to Php. 89.00 | 69.5 | 105 | 37.10% | 484 | 33,638 |
| Php. 90.00 to Php. 129.00 | 109.5 | 29 | 10.25% | 134 | 14,673 |
| Php. 130.00 to Php. 169.00 | 149.5 | 7 | 2.47% | 32 | 4,784 |
| Php. 170.00 to Php. 209.00 | 189.5 | 7 | 2.47% | 32 | 6,064 |
| Php. 210.00 to Php. 249.00 | 229.5 | 1 | 0.35% | 5 | 1,147.5 |
| d- Total | 777 | 283 | 100% | 1,304 | 78,508 |
Total Average Spending Potential ( Total / Total Population) = 60.20 Weekly Average Spending Potential based on Canteen Data = 69.00
The total average spending potential per student is approximately Php 60.20. This indicates the average amount each student can spend within the specified price ranges. Additionally, the weekly average spending potential, based on canteen data, is slightly higher at Php 69, indicating students might spend more on canteen items due to various factors like convenience and preferences.
Table 8
Students` Perception on Affordability of the Product/Service
| Potential Range | Mean | Verbal Interpretation |
| Cheese | 3.76 | Strongly Agree |
| Chocolate | 3.66 | Strongly Agree |
| Ube | 3.59 | Strongly Agree |
| Tuna | 3.62 | Strongly Agree |
Likert Scale:
1 – 1.74 Strongly Disagree
1.75 – 2.49 Disagree
2.50 – 3.24 Agree
3.25 – 4.00 Strongly Agree
Table 3.2.7 depicts that the average rating for the cheese flavor is 3.76, which corresponds to a strong agreement that the price of the cheese flavor is affordable according to verbal interpretation. Similarly, the chocolate flavor has an average rating of 3.66, indicating a strong agreement that the price of the chocolate flavor is affordable. The tuna flavor received an average rating of 3.62, suggesting a strong agreement that the price of the tuna flavor is acceptable. Lastly, the ube flavor obtained an average rating of 3.59, indicating a strong agreement that the price of the ube flavor is affordable based on verbal interpretation.
Table 9
Students` Perception on Effective Promotional Strategy
| Advertising Strategies | Number of Responses | Percentage |
| Social Media Advertisements | 114 | 40% |
| Tarpaulins | 25 | 9% |
| Pamphlets | 11 | 4% |
| Flyers | 38 | 13% |
| Room-to-room Selling | 95 | 34% |
| Total | 283 | 100% |
Table 3.2.8 shows the data gathered from the survey questionnaire, in the students' perception on effective promotional strategy. The highest preferred promotional strategy which has the quantity of 114 responses with a percentage of 40% is Social Media Advertising, followed by Room-to-room Selling, with 95 responses which is equivalent to 34%. The other promotional strategy which is Flyers has 38 quantity of students with a percentage of 13% and Tarpaulins with 25 responses, accounting for a percentage of 9% of the sample. However, Pamphlets has the quantity of 11 responses and a percentage of 4% which makes it lower than the other option. Overall, most of the students much preferred Social Media Advertising as a promotional strategy.
Conclusion
In conclusion, the results and discussion provide valuable insights into the demographic profile of the respondents and their preferences regarding the products and promotional strategies of Croquette Craze. The majority of students in Senior High School belong to the HUMSS strand, and the Cheese Sweet Potato Croquettes emerged as the most popular flavor among the respondents. The survey results indicate that the students have a high willingness to avail the products of Croquette Craze, with 95% of the respondents expressing their willingness. Furthermore, there is a strong preference for the Cheese Sweet Potato Croquettes, followed by the Chocolate, Ube, and Tuna flavors. In terms of financial capacity, the majority of students have a weekly allowance ranging from Php 400.00 to Php 699.00, and their snack budget falls within the range of Php 30.00 to Php 229.00. The students perceive the prices of the Croquette Craze products as affordable, with a strong agreement across all flavors. Social media advertising and room-to-room selling are the most preferred promotional strategies among the students.
Recommendation
Based on the conclusion drawn from the results and discussion, the following recommendation can be made: Croquette Craze should focus on targeting the HUMSS strand, as it represents the majority of students, and emphasize the Cheese Sweet Potato Croquettes, which emerged as the most popular flavor. Utilizing social media advertising and room-to-room selling can effectively reach the target market, while considering the students' financial capacity and the perceived affordability of the products. By aligning with these recommendations, Croquette Craze can better cater to the preferences and purchasing behaviors of the target market, leading to increased customer engagement and business growth.
References:
Mustacisa-Lacaba, M., Tan, N., & Villanueva, R. (2023). The Effect of eliminating the application of phosphorus-containing fertilizer for the bulking period of sweet potato (Ipomoea batatas) production. ASEAN Journal of Scientific and Technological Reports, 26(2), 58-66.
Mustacisa-Lacaba, M., Villanueva, R., Tadios, L. K., & Tan, N. (2023). Increasing Sweet Potato (Ipomoea batatas) Root Crop Yield Based Scientific Participatory Research. ASEAN Journal of Scientific and Technological Reports, 26(3), 24-35.