Matrix-analysis.docx

Appendix D: Matrix Analysis Questions

1.) What are the Filipino Kakanin that you are familiar with?

2.) How does aesthetics influence the marketability of products?

2.1) Do you think that the appeal of the Filipino Kakanin can be the cause of its marketability?

KII 1 (Executive Chef) We have puto, suman, bibingka, cassava cake, sapin-sapin, kutsinta, biko, pichi-pichi, etc. It plays a significant role in what people choose to eat. It’s like a pictureperfect for them just like the advertisement we see on the television which makes a pictureperfect for the food that companies or fast-foods are advertising. Well, in particular, Filipino Kakanins are, by the looks alone, they are already marketable. But what makes it

KII 2 (Baker) The Filipino Kakanin that I am familiar with are Sapin-sapin, biko, suman and maja.

KII 3 KII 4 (MAD (Entrepreneurship Professor) President) Bibingka, Biko, I'm mostly Sapin-sapin. familiar with puto and bibingka.

Synthesis Similarities Bibingka, Biko, Puto and Sapinsapin.

Differences Suman, Cassava Cake, Kutsinta, Pichipichi, Suman, and Maja.

If the Filipino Kakanin is aesthetically appealing, the people will get convinced to buy the product. Hence if the people get convinced to buy the product, then the kakainin will be sale-able.

Could be by design

Aesthetics in food marketing affects greatly when it comes to promoting products, especially the local ones.

The design or its aesthetics plays a significant role in what people choose to eat and people will get convinced to buy the product.

N/A

Yes, because Filipino Kakanin is being sold for all year round and it is not seasonal to be only served during special occasions.

Yes, definitely the appeal is a huge factor as the marker loves to consumer rice and products very rich in carbohydrates and sugars.

I think it depends on the familiarity of the product. If you're not sure with a certain product and it's new to you, you tend to judge it by

Yes, the appeal of the Filipino Kakanin is the cause of its marketability. It plays a huge factor since it is known among

N/A

Why or why not?

3.) How do the physical attributes (size, appearance, color, presentation) of Filipino Kakanin influence your purchasing behavior? 3.1 Will you purchase the Filipino Kakanin based on its physical appearance?

marketable, or let’s say, because it’s a convenient food for Filipinos, and most of the locals who have gone abroad would crave for such traditional food or delicacies, it’s part of our culture, tradition as well. Consumers choose food depends on the cost, availability of the product, convenience and their preference on food.

Yes, Kakanins sold are wellpresented especially the ones who are bought in the malls or market which are bought in boxes already and most of them have good labels

Therefore, Kakanin Product can be seen and bought anywhere. Moreover, since Filipino Kakanin Products are known among the majority of Filipinos and it is affordable, consumers buy it on a daily basis. I buy Filipino Kakanin which has a family size whenever I will eat with my family but when I will only be the one who will eat, I buy bite sizes which I can consume. Yes, I prefer to buy, but a small portion first in order to taste if it is delicious. There are many Filipino Kakanin sampling which I could buy but if the taste is not good, then I will

the cover. But even though the product is familiar to you and you know how good it tastes, it still matters to always add a touch creativeness to make the product appealing.

They influence me based on how attractive the product looks like. It may allow me to imagine the taste and texture.

Aesthetic appeals a lot when I want to buy a sticky rice snack because it's got a bigger advantage of truly making you want to buy it compared to those that have no appeal. Yes, I am willing to I will. Especially buy based on if that sticky rice physical snack is very appearance. unfamiliar with me.

majority of Filipinos and part of our culture.

Preference on food and the eagerness to buy the product.

Based on the size, attractiveness, cost, and availability

Yes, the interviewees are willing to purchase based on the physical attributes.

N/A

in the boxes as well.

4.) Which among the physical attributes of Filipino Kakanin is the most appealing for you?

4.1) Which of the Filipino Kakanin has the most aesthetically appealing attributes?

not buy it the second time around. Because of my curiosity of its presentation or looks, I buy them sometimes. It’s the color. Just The presentation like for the sapin- of Filipino sapin, it has three Kakanin is the layers and it most appealing seems like a for me since if it mouthwatering or looks beautiful or craving for such attractive, I will flavors which are buy it for sure. layered on the When it comes to sapin-sapin. the size, I will taste the product sample first and if I found it delicious, I will buy a much bigger size than what I have bought before. Just like I said, For me the sapin-sapin has a Filipino Kakanin very nice color which has the and layer, plus the most aesthetically flavor and smell appealing give it a very attributes is appetizing look Sapin-sapin since and sense. it is colorful and it matches the vibrant color of

Firmness, texture, color blend

The color. Usually, sticky rice snacks would literally be just plain colors of brown and white but then you'd start discover more as you walk by stalls of markets.

Sapin-sapin

Definitely Sapinsapin. The colors complement themselves, the usual size is enough to make you full. It's great.

Color is the most appealing physical attributes of Filipino Kakanin.

Presentation, firmness, and texture.

N/A Sapin-sapin has the most aesthetically appealing attributes.

5.) How does Filipino Kakanin appeal to you?

Kakanin has an integral part of the Philippine culture and just like a convenience food that you can find anywhere anytime.

5.1 Do you want to change any of its physical attributes? If so, what are these and why?

No changes has to be made. It’s just like a standalone product, it just have to find a good pairing for it like hot coffee, chocolate, or soda, or tea.

the parties or fiestas. Every Filipino like me always seek Kakanin products whenever there are parties since it is being served as a dessert when there are special occasions.

I like it with coffee and strong tea.

Yes, I want to No changes change or alter needed. any of the physical attributes to have my own trademark and to know which will be more appealing to the consumers. Also, I will transform it to a product that consumers will find unique and extraordinary in their eyes. Usually only one Kakanin Product such as bico is placed on a

I think Kakanin is truly one of the best "pamana" or heritage we got from our ancestors. Filipinos have always lived with rice and through this, rice has been cultivated into so many ways. It's now a dessert as well. I wouldn't change anything with the physical appearances of any sticky rice snacks here in the Philippines. I believe those appearances must stay because it's one of the only remaining heritage from our ancestors that we can truly be proud of. Through these appearances, it will be known

Kakanin is part of every Filipino occasion.

It goes with coffee and strong tea.

No changes have to be made on its physical attributes.

Yes, only one interviewee wants to change to have his/her own trademark that is more appealing to the consumers.

6.) If you buy a Filipino Kakanin with an aesthetic and presentable physical attribute, will you suggest it to other people? Why or why not?

Definitely yes. Because it is something to be proud of, and my experience, most of my colleagues in the business have tried and they have a positive feedback

winnowing basket (or bilao). But now, the winnowing basket (or bilao) can be divided into four wherein four different kinds of Kakanin can be placed on it such as bico, sapinsapin, kutsinta and puto. Yes, because it is unique, the presentation looks different and extraordinary in the eyes of consumers. It is not a common look that you can just find anywhere so I will definitely suggest it for other people to buy it.

that these are Filipino-made.

Well it depends, but yes if it also tastes good I might refer it. However, if it is only based on physical appearance I may not.

I totally would! The usual sticky rice snacks are already a pain to cook because of how it may not mash well with the specific material or ingredient you chose. It's enough that I suggest how our Filipino workers have been creative on making the sticky rice snacks presentably appealing to get more appreciation and attention.

Yes, they will suggest it to other people. Its presentation looks different and extraordinary and it is something to be proud of.

No, if it is only based on its physical appearance.