CHAPTER I: Rationale and Aim for study

A. Review of literature
1. Previous Research
a. Local Literature
b. Foreign Literature

Donut: Historical Background and in The Philippines

According to David A. Taylor1, donuts are originally made by the Dutch Settlers- the Americans
of Dutch from Netherlands. The first donut that was made doesn’t have their current ring shape.

According to Washington Irving's 1809 book “A History of New York, from the Beginning of
the World to the End of the Dutch Dynasty”, Donuts or Doughnuts get its name by Irving
describing it as “balls of sweetened dough, fried in hog's fat, and called doughnuts.

According to anthropologist Paul R. Mullins, the first cookbook mentioning doughnuts was an
1803 English volume which included doughnuts in an appendix of American recipes. Ring
shaped donuts was invented by Hanson Gregory in 1847 when he was 16 years old.

Business Process Outsourcing Lifestyle

Another lifestyle changing factor is the way these individuals consume. Since outsourcing
companies are strategically located in or near commercial and retail districts, call center agents
have the tendency to patronize the nearest and even most expensive establishments to get their
coffee, breakfast or alcohol fix. Although call center employees are paid well for their hard work,
most of them only consume processed and pre-packed meals during their breaks such as canned
goods, fast food, biscuits, and chips. According to a recent survey, call center agents consumed
these staples because it is the easiest to prepare and it is cheap, they’d rather spend their money
elsewhere.2
2. Comparative Study
3. Synthesis

1
Smithsonian Magazine last March 1998
2
https://ebcallcenter.com/call-center-blog/lifestyle-change-for-philippine-call-center-agents
 4. Conceptual framework

B. The problem and its background

1. Statement of the problem

Thus, the researchers would like to find out:

1. The Demographics of the target market such as:
A. Occupation
B. Age
C. Sex
D. Civil Status

2. The preferences of the target market in terms of:

A. Taste
B. Price
C. Accessibility of the product

3. The financial feasibility in terms of:

A. Profitability of the proposal
B. Liquidity of the business

4. The business growth and financial growth of the competitors.

A.

2. Scope and delimitation

The researchers intend to establish enterprise in the area of Cainta and Taytay. Since there are
three BPO companies in this area, we are targeting three BPO specifically the employees of
Quantrics, Teletech and The Results Company. The research will limited to

3. Definition of terms
C. Research and Methodology
1. Research Design
The study uses descriptive research design by describing the demographic
characteristics and describing the preference of the respondents about the product and
the business. The data were gathered by giving out survey questionnaires to the
respondents.
It also used comparative method of research in which data were collected
primarily by survey to determine similarities and differences related to the situation in
which market susceptibility is present. The method was used particularly to analyze
the marketability of the proposed business.

2. Research Instrument

The data were gathered through a survey questionnaire. The questionnaire has three
parts; the first part is demographic questions which includes personal and
professional information that describes the respondents in terms of age, genders, civil
status. The questions were closed ended and choices for some questions were
available to facilitate data gathering.

The second part is the preference of the customer about customers preference
regarding taste, price and location availability of the product.

3. Respondents
The proponents will conduct the survey by gathering 300 samples in the proposed
venue of the study.

4. Data Gathering Procedure

The survey questionnaire is to be distributed in 2nd half of 2019. An approved letter
requesting to conduct a survey to the market is to be obtained so as to carry out data
gathering properly.
5. Statistical Treatment
In order to achieve the objectives of the study statistical and analytical tools used
follows.
First, the demographic profiles of respondents were described using averages,
frequencies and percentages.
Second, to be able to assess the level of satisfaction for customer preference, mean
values of each factor were computed and compared. Higher score denotes more
inclination to such factor and helps proponents to create value added factor. Lastly, to
determine the market share using gap analysis based on the survey results.