A Feasibility Study on the Establishment of Doughnutery in Kalayaan, Bagong Silang, Caloocan City

Abstract

Doughnut business owners aim to produce a good variety of doughnuts. “Doughnutery” is always looking for excellence and therefore, the customers should try new and innovative doughnut in the country. The researchers took this opportunity of using this concept for the proposed business based on people’s preference including the flavor fillings which are locally made. The goal is to provide to the customers a unique filling which will be saleable to the market, making the business more attractive and interesting. Doughnutery offered different kinds of doughnut with various types of filling namely ice cream, flavored cream, and chocolate. The proponents conducted a research study that is relevant to the business, by reviewing the industry and the market accordingly. Its key drivers and key barriers have been fully analyzed including the SWOT. The researchers used the random method in conducting a survey. With 100 respondents from Kalayaan, Bagong Silang Caloocan City. The researchers conducted a survey using 200 pieces of sampling food products namely ice cream doughnut and buko doughnut.100 percent of the respondents purchased different kinds of doughnuts, 60 percent were very satisfied upon tasting our proposed products. 45 percent of the respondents eat doughnuts. 44 percent of the respondents are willing to spend between 10 and 20 pesos for the price of each doughnut, 40 percent are willing to spend around 25 to 30 pesos. 83 percent of the respondents believed that the chosen location of the researchers is accessible, while 17 percent believed otherwise, hence a great chance of acquiring target market. Majority of the respondents expressed that they are likely to recommend Doughnutery products to others. In promotional aspect 39 percent of the respondents prefer to use social media to increase brand awareness. Doughnutery targets a large environment which makes the business more compatible with the vision of every proponent and to compete with other doughnut businesses which are already existing within Caloocan City. The researchers concluded that buying a standard or high quality product is better. The business financial viability was analyzed ensuring return on owner’s investment as per projected time frame. Overall, the proponents believed that this study will become successful consider its success factors as laid out in terms of customers employees and owner's interests.