Sangle Market Analysis

CHAPTER 3

MARKET ANALYSIS

Demographics

2010 City of Manila Female Population:

Female Age Group Female Population

15 – 19 86,350

20 – 24 90,717

25 – 29 82,234

TOTAL 259,301 Source: National Statistics Office, 2010 Census of Housing and Population

The summary of the 2010 female population aged 15-29 in the City of Manila shown on the table above is gathered from the Philippine Statistics Authority. The female population aged 15-29 amounted to 259,301 in total. The population in the City of Manila is presumed to continuously increase over the years. The increase of the population between the years of 2000-2010 resulted to an annual population growth rate (PGR) of 0.44%. The po pulation of the City of Manila is expected to double in 159 years

Sanglé wanted to incorporate its affordability in its products by ensuring that the affordable price won’t necessarily sacrifice the quality of the products. Price is also not the only factor that affects Filipinos buying behavior, as of 2009, a study done by Taylor Nelson Sofres (TNS); local consumer brands are also on the rise. One of the highlights found in the study is that television is still the leading choice of medium for Filipinos that affects their buying behaviors. Cell phone, radio, cable and newspapers only come second, third, fourth and fifth respectively to television. According to the study, Filipinos are also loyal customers, remaining to choose the brand they regularly use. The study also says that Filipinos place great importance to how they look and their health. Also, Filipinos prefer cheaper local brands as to expensive

Majority of Sanglé’s target market are students or undergraduates. This is essential in Sanglé’s pricing because Sanglé wanted to attract its target market from its affordability. Since majority of its target market are students, the prices of the products should also be student friendly.

Highest Educational Attainment Total %

HS Undergraduate 1 0.24%

HS Graduate 29 6.87%

College Undergraduate 349 82.70%

College Graduate 27 6.40%

Master's Degree 16 3.79%

TOTAL 422 100.00%

To further narrow down the results of the survey, Sanglé wanted to know the highest educational attainment of its respondents to be able to know more about its target market. The price of the products should be allowance friendly since majority of its respondents are undergraduates allowing Sanglé to conclude that these respondents use their allowances to purchase products.

Shoe size Total %

5 36 8.53%

6 57 13.51%

7 135 31.99%

8 84 19.91%

9 59 13.98%

10 41 9.72%

Others:

6.5 3 0.71%

7.5 3 0.71%

9.5 3 0.71%

12 1 0.24%

TOTAL 422