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Taho Station (Buying Behavior Pattern at Robinsons Metro East: Research

Study)
Marketing Research
Ms. Glady Lompero
Faculty of ICCT
In Partial Fulfilment
Of the Requirements for the Subject
Marketing Research (PMKTG-06)
Submitted By:
Alcantara, Glen Dale
Villamor, Roland
Nidea, Roel
Dela Paz, Lennin Maria
Vinuya, Nelson

Table of contents
Taho Station (Buying Behavior Pattern at Robinsons Metro East: Research
Study)

I.

Executive Summary

II.

Background

Research Methodology

Research Objectives

Research Design

Descriptive Research

Data sources

Conclusion

III.

Limitation

IV.

Recommendation

V.

Results

I.

Executive Summary

Background

This marketing research report has been written keeping in mind that Filipinos
loves to eat taho. It aims first, at analysing the taste of Filipino and finding a place of
taho. It then sets out to describe the target audience for the product range and finally
suggests a host of marketing strategies and activities that will help Taho to achieve its
target of becoming the #1 sweetest Taho Station here in the Philippines. Taho Station is
an independent marketing business engaged in selling and distributing Soy based
products, duly registered with the Securities & Exchange Commission in November
2004. Since February 2005 till December 2010 the Company opened up to 32 Taho
Stations outlets in various locations within Metro Manila. Taho Station is a viable, tried
and tested business that is easy to maintain and sustain, similar to the thousands of
Taho Street Vendors that ply the streets of the Philippines for decades. Taho has been a
traditional dessert in The Philippines enjoyed by all walks of life. The strength of Taho
Station is its business simplicity and product quality, compared to most food cart
businesses in the market place. But most of all Soy based product business, particularly
Taho and Soy Milk, is an age-old traditional business that existed in Asia for hundreds, if
not thousands of years. It is not affected by fad, business trend or season. When
established and properly maintained, it is expected to provide continuous income.

II.

Research Methodology
Research comprise defining and redefining problems, formulating hypothesis or

suggested solutions, collecting, organizing and evaluating data, and reaching

conclusion.

Research Objectives

To study the tastes, preferences, and buying behaviour of consumers in case of

eating of Taho.

To recommend strategies to Taho to increase sales.

Research Design

Descriptive Research
The main characteristics of this method is that the researcher has no
control over the variables, he can only report what has happened or what
is happening.

Data sources
Primary Data is collected first hand by someone specifically for the purpose of
facilitating the study is known as primary data. So in this research the data is
collected from respondents through questionnaire.
Secondary Data, I had used web site of the company etc.. The Method used by
me is Survey Method as the research done is Descriptive Research.
Research Instruments is selected for Data Collection for Online survey is
Questionnaire.

Conclusion
Finally recommendation was made to improve the sales strategy of Taho Station to
increase the sales volume.
III.
Limitation
This involved drawing conclusion from the gathered data. Interpretation changes
the new information immerging from the analysis into information that is pertinent
or relevant to the study.

Due to limited time period and constrained working hours for most of the
respondents, the answers at times were vague enough to be ignored.

IV.

Recommendation
Research paper about the Taho Station, are all the details here that we all

contributed. I have to recommend that is great for Taho Station it is having yet another
strategy for the business. Putting toppings to taho and even more sweetness to taste
the Taho Station of the Filipinos. Taho Station continued to get more information about
this product to maintain the buying behavior pattern of a consumer. Needs and wants of
consumer to take advantage too of its product.
V.

Results

Results of the user survey indicate that the Taho Station is widely supported and
needed by intermediaries. Ongoing development of this initiative will help ensure
continued relevance and usefulness to each buyer. In addition, a variety of promotion
and marketing strategies will be used in an effort to improve awareness.