MARKET STUDY Overview of the Industry The city of Zamboanga has a growing economy, urbanized, independent and chartered

city located in Mindanao, Philippines. This city is one of the most populous with the population of 807,129 as May 1, 2010. Because of the growing economy and population the demand for products and services is increasing such as foods, refreshment and etc. Knowing Zamboanga as not a cold but a warm place thats why the demand for drinks or refreshment products is really high. But emerging with the latest trends people wants a product which is not hassle and more convenient for them and a product that contains nutritive value. One of the proofs is the slowing sales of colas because of the some bottled drink with natural ingredients. Many people of todays generation patronize a product that is something nutritious but still and suits for their healthy lifestyle. Parents want their kids to eat and drinks that is not only attractive for the eyes of the kids but also good for their health. Most of our teenagers are very concern for their healthy diets to maintain good body and figure and losses weight. Emerging with this trends one of the best products could be offer for them is fruit and vegetable shake or the Shake for health that includes fruit and vegetable that really suits for there needs and wants. There are only about six shakes/fruits shakes stand registered on the local government except for those none registered and some restaurants who serves too but still a lot of people especially kids and teenagers has not been served with fruit shakes and the most innovative Shake for Health who doesnt only focus on fruits but on vegetables also like ampalaya and malungay. Description of the Market Knowing the population of the Philippines as a young economy and it means having many kids and teenagers. Even here in Zamboanga most of us could really see many kids and teenagers in any places of the city such as malls, churches, plaza, streets and etc. As the proponent does an observation with different fruit shake stands in Mindpro, Southway mall, and Paseo del Pilar most of their customers are more than half are kids and teenagers although some adults bought shakes too. The target market of the proponent is the kids and teenagers. But to make it more specific the proponent only limits its expectation to those kids with their parents/guardians and teenagers coming in and out in Shoppers Center Mall especially in the ground floor as the proposed location of the project. Because its hard to assume the entire population of kids and teenagers as the target market and yet they dont even go and attend in the proposed location. As the proponent do a survey in Shoppers

Center Mall from 9:30 am to 7:30 pm from Monday to Sunday the results show on table 1 conducted from March 26, 2012 to April 1, 2012 at Shoppers Center Mall. Table 1 Days

Monday Tuesday Wednesday Thursday Friday Saturday Sunday Total

Total numbers of Number of kids and People coming in the teenagers coming in Mall the mall 1,800 1200 1,960 1340 2,180 1380 2,176 1450 2,260 1560 3,793 2770 3,884 2810 15,863 12,510

Number of Shoppers in Shoppers' Center Mall

kids and teenagers above teenage

Using the results of the survey there is an average of 1787 kids or 79 percent of the people coming in and out the mall are kids and teenagers. Aside from head counting the proponent made also a survey by giving the questionnaires to the potential market to get more accurate response in knowing the preference and behaviour of the

market in terms of buying fruits shakes or nutritious products specifically for drinks and refreshment to 100 respondent including the parents of the kids, and teenagers coming in and out the mall to shop or just window shop, eat, refresh, relax, enjoy, and play in Game Zone and ride the WOFs. The survey says, for 100 respondent 90 percent or 90 respondents said that they want healthy and nutritious refreshment products and 80 percent says that they like fruit shake especially during summer and sunny day but usually for kids and teenagers weather doesnt matter for them as long as they like it. Demand and Supply Perspective As reported in May 1, 2010 National Statistics Office survey that Zamboanga City has 807,129 but to be specific with the target market of the proposed business the calculation is shown below. 2007 Population 807,129 Average number of kids and teenagers 1787 coming in and out the mall weekly (0.002% of the population) (80% of the average number of kids 1430 and teenagers coming in and out the mall weekly) likes fruit shake (85% of the average number of kids 1519 and teenagers coming in and out the mall weekly) are willing to try the product of Shake for Health

With the survey that the proponent did that for 100 parents/guardians of the kids, and teenagers 80 of them said that they like shake because its delicious and nutritious. With that sampling survey the proponent could say that out 1787 average of kids and teenagers coming in out the mall there are around 1430 kids and teenagers would like it too. But here in the city there is only around six shake/fruit shake business legally registered in the local government namely; Fruitas in Mindpro, Buko ni Fruitas in Southway mall, Orbitz Blackpearl, Fresco, Tea-trifffic, Buko-loko and Fruit shake in Paseo del Pilar and not totally enough to supply with the very high demand for healthy products specifically fruit shake.