Republic of the Philippines
Isabela State University
Echague, Isabela
COLLEGE OF BUSINESS ACCOUNTANCY AND PUBLIC ADMINISTRATION
Marketing Management
Marketing potential of Muscovado in selected Municipality of Isabela
In Partial Fulfillment
of the requirements for the Course
MKTG PROF 411 - Marketing Research
__________________________________
By;
Abauag, Jake A.
Bitangcor, Teresita G.
Buado, Joseph L.
Estaban, Adrian E.
Eustaquio, Jenelyn G.
Mabanag, Jizelle T.
Madriaga, Jesica T.
Moldinado, Diana C.
Millari, Marimar T.
Sermonia, Clarise M.
Tappa, Ivy Kristel S.
1st Semester S.Y 2021-2022
CHAPTER 1
INTRODUCTION AND PROBLEM STATEMENT
1.1
INTRODUCTION
Is muscovado sugar healthy? Sweet, delicious and hard to resist sugars come in all sorts
of forms and flavors. There is white sugar, muscovado sugar, cane sugar, demerara sugar, coconut
sugar, turbinado sugar and more. Which sugar is the best choice? At times the popular media touts
one sugar as being healthier than the others, such as muscovado sugar. Is muscovado sugar
healthy? Let’s measure out these sugars and weight out their benefits.
Muscovado sugar, also known as Barbados sugar, is a partially refined cane sugar.
Muscovado sugar has a dark brown color and a strong molasses flavor making it a popular bakers’
choice for gingerbread cookies. Muscovado sugar is stickier and slightly coarser than other
partially refined brown sugars such as turbinado and dermerara sugar. Of note, these partially
refined brown sugars are not the same as the so-called brown sugar commonly found in
supermarkets. Supermarket brown sugar is actually highly refined white sugar that’s had molasses
added to it to make it appear brown.
Some researchers argue that since many people consume white sugar in large amounts,
replacing it with a natural brown sugar like muscovado could improve the nutrient content of their
diet (3, 10Trusted Source). Today, with the growing awareness of the importance of healthy food,
alternative and traditional food-ingredients are given considerable regard in matters of both
cooking and health. The scientific and culinary importance of sugar and sugar substitutes has been
given priority in recent years because of diabetes, its different complications, and the cultural,
traditional, and medical fact that "sugar, or sugar-enriched food is a very important element of a
person’s sustenance and dietary nourishment. However, of the different kinds of sugars and
sweeteners scientifically tested for proper nutrition, the muscovado is considered by most doctors
and scientists to be the healthiest because it contains vitamins and minerals that are usually not
available in most of the processed and refined sugar substitutes.
While the world is scrambling for its sugar supply, SANTIAGO CITY in southern Isabela
is intensifying its muscovado sugar production.
The reported high demand of sugar in both domestic and international markets does not
alarm us because we have the healthy answer right in our backyards,” said Lolo Juan Paredes, the
sugarcane farmer in Bannawag Norte of this city, who first introduced the industry in his village.
Despite his age, Lolo Juan Paredes of the sugarcane-growing village of Bannawag Norte, Santiago
City, still manages to extract sugarcane sap using a traditional metal cane crusher to process
muscovado sugar right in his backyard.
1.2
STATEMENT OF THE PROBLEM
This study aims to find out the Marketing potential of Muscovado in selected Municipality of
Isabela. Specifically, it answers the following questions:
1. What are the demographic profile of the respondents in terms of;
a. Age
b. Sex
c. Educational attainment
d. Source of income
e. Employment
2. What is the level of acceptance of the muscovado sugar in terms of:
a. Taste
b. Texture
c. Appearance; and
d. Aroma
3. What is the marketability of muscovado in terms of the 4P's
a. Product
b. Price
c. Promotion
d. Place of accessibility
4. What is the health advantage of muscovado over other processed or refined sugar?
5. What is the level of public awareness of the muscovado sugar?
1.3
OBJECTIVES
This study sought to determine the marketing potential of Muscovado in selected Municipality of
Isabela. Specifically, it aims:

To determine the profile of the respondents in terms of; age, sex, educational attainment,
source of income, and employment.

To determine the level of acceptance of the muscovado sugar in terms of :
a. taste;
b. texture;
c. appearance; and
d. aroma

To determine the marketability of muscovado in terms of the 4P’s
a. Product
b. Price
c. Promotion
d. Place of accessibility

To determine the health advantage of muscovado over other sugar.

To determine the competitive advantage of Muscovado sugar over other processed or
refined sugar substitutes.

1.4
To determine the level of public awareness of the muscovado sugar
SIGNIFICANCE OF THE STUDY
This study will give a basic understanding of the Muscovado industry to the consumer.
Vital results of this investigation could be highly beneficial specifically to the following:
Producers. The report can be an effective tool for the producer to gain a competitive edge over
their competitors. It will help them ensure lasting success in the global Muscovado Sugar market.
Future Researchers: This research will be useful reference for the researchers who would plan to
make related study precisely on the Marketing Potential of Muscovado in selected Municipality of
Isabela.
1.5
SCOPE AND DELIMITATION
This study focuses on the marketing potential of muscovado. The data will be collected
to the residence of Santiago, Alicia, Echague, and Cauayan City, Isabela. The study would be
done through the utilization of online questionnaire to the seller and consumer as a survey and
reference.
1.6
DEFINITION OF TERMS

MUSCOVADO- is a type of partially refined to unrefined sugar with a strong molasses
content and flavor, and dark brown in color.

DEMERARA- is a historical region in the GUINAS on the NORTH COAST of SOUTH
AMERICA which is now part of the country of GUYANA.

TURBINADO- is a type of particularly refined brown cane sugar similar to demerara but
with larger crystal’s.

BARBADOS- is fine-gran and soft textured similar to brown sugar providing a
distinctively strong flavor when added to foods.

MOLOSSES- thick, dark brown syrup obtained from row sugar during the refining
process, q version of which is used in baking.

COCONUT- is a palm sugar produced from the sap of the flower bud stem of the coconut
palm. Other types of palm sugar are made from the kithul palm, palmyra palm, date palm,
sugar date palm, sogo palm, sugar palm.

GINGER BREAD- refers to a broad category of baked goods, typically flavored with
ginger, cloves, nutmeg and cinnamon and sweetened with honey sugar or molasses

COARSER- the larger size of the crystals (about the size of pretzel salt) makes the sugar
stronger and more resistant to heat.
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
2.1 Muscovado Sugar
Mascovado/ Pancho sugar is a type sugar that has been introduced to Filipinos during the
colonial period, thus has a traced back from portuguese acucar mascavar and Spanish azùcar
mascovado meaning the lowest quality or lowest value of sugar. The term " Panocha " sometimes
called " Panotcha or " Panutsa" is adapted by philippine government as a class of muscovado sugar.
Muscovado is a non con-centrifugal sugar that is brown color, has courser, Sticker and moist
texture dan most brown sugar and is used to be known as "poor people's" sure or the "poor man's
sugar" (ITDI-DOST, Industrial Technology Development of Science and Technology, 2007). It is
unrefined sugar with High molasses content. According to (PNS/ BFS 145: 20_, Philippine
National Standard - Bureau of Agriculture and Fisheries Standards) Muscovado Sugar is a Product
of boiling cane Syrup and Air Drying to create dark and moist sugar.
2.2 Muscovado Sugar Production and Marketing in selected areas of the Philippines: a value
chain analysis
According to Manilay and Quilloy 2009, entitled Muscovado Sugar Production and
Marketing in selected areas of the Philippines; a value chain analysis that the marketing and
production of muscovado sugar is considered an entry point for increasing farm income. In
addition, the demand of the product is growing worldwide as the number of health food consumers’
increases. This building market niche presents an opportunity to the Philippines muscovado sugar
farmers due to high demands.
2.3 Muscovado Sugar consumer market in the Philippines: implications of policy and market
development
According to Pabuayon, 2013 entitled Muscovado Sugar consumer market in the
Philippines: implications for policy and market development that based on UAI market surveys
conducted among class ABC urban household, usage rate of muscovado sugar was low or only
23% of the respondent. This was due to low level of awareness about this sugar and existing brands
and discontinued use among those who tried it. Other possible reasons of having a low rating is
about the muscovado sugar's coarse texture and expensive account.
2.4 Ethnic Fermented Foods of the Philippines with Reference to Lactic Acid Bacteria and
Yeast.
According to Eligado, Colegio, Lim, Gervacio, Perez, Balolong, Banday, and Mendoza
entitled Ethnic Fermented Foods of the Philippines with Reference to Lactic Acid Bacteria and
Yeast that the Philippines with its large ethnic diversity has regional varieties of fermented foods,
generally produced in households or small-scale industry. The major documented Philippine
fermented foods are basically made from rice, seafood, sugarcanes, coconut, nipa palm, and
selected fruits and vegetables. There is dramatic increase in these fermented foods especially the
muscovado sugar. The recent trends in enhanced consumer preference for functional foods crate
added economic opportunity for fermented foods.
2.5 Muscovado sugar market in the Philippines: implications for policy and market
development
Based on UAI market surveys conducted among class ABC urban households, usage rate
of muscovado sugar was low or only 23% of the respondents. This was due to low level of
awareness about this sugar and existing brands and discontinued use among those who tried it.
Majority of those who were aware of and used muscovado had favorable perceptions about it.
Favorable comments were related to its applications (ingredients for delicacies), health benefits
(healthy and nutritious), and wholesome quality (natural/chemical-free). Others had negative
comments that included its' coarse texture' 'dubious quality', and being 'expensive'. Users were
motivated by factors related to the following :(1) health and environment (2) altruism (desire to
improve the socio-economic condition of farmers producing it), and (3) life-style (using it fits my
lifestyle). Satisfaction rating for the MS brands currently used was generally high, with factors
such as availability, taste, being certified and aroma as top-ranking. Non-trial of MS was due to
current habits and beliefs ('not used to MS'), price ('expensive'), distaste for the product, its nonversatility, dislike for its color, and unavailability. The findings imply that a bigger market share
for MS could be possible if awareness level could be raised and constraints to continuing use could
be addressed. The industry must adopt a unified and collective action agenda to pursue specific
measures and obtain the needed policy support from the government. The recommended measures
relate to the muscovado sugar industry as a whole, the individual market players and the
public/government sector. (ISSAAS PHILIPPINES, 2009)
2.6 Why Muscovado is a Must these days?
MANILA, Philippines - Muscovado or raw sugar is an indelible part of the daily routine
of Maricel Almojuela-Tolentino, a program officer of the Asian NGO Coalition. Tolentino puts
about a teaspoon of muscovado in her coffee or tea and a little bit more to flavor her champorado.
She swears that it provides that extra zing to her spaghetti sauce and can be relished alone with
rice. Muscovado is also just 80 percent sucrose, unlike white sugar which is almost pure sucrose,
that can wreak havoc on the body’s metabolism, according to Dr. Omar Arabia, who owns the
Blissful Belly vegetarian restaurant on Xavierville Avenue. Arabia also notes that white sugar can
deplete the body of many minerals it needs to remain healthy and productive.
“So many studies have also shown that refined white sugar can accelerate tumor growth.
Oncologists seem to agree on this,” said Arabia, who has been practicing natural medicine for the
past 35 years.
2.7 Muscovado-- The Sugar for Health
Today, with the growing awareness of the importance of healthy food, alternative and
traditional food-ingredients are given considerable regard in matters of both cooking and health.
The scientific and culinary importance of sugar and sugar substitutes has been given priority in
recent years because of diabetes, its different complications, and the cultural, traditional, and
medical fact that "sugar, or sugar-enriched food is a very important element of a person’s
sustenance and dietary nourishment. However, different kinds of sugars and sweeteners
scientifically tested for proper nutrition, the muscovado is considered by most doctors and
scientists to be the healthiest because it contains vitamins and minerals that are usually not
available in most of the processed and refined sugar substitutes. Because of modern medicine,
there has been renewed interest in muscovado sugar which was considered traditionally as a
"secondary priority" sweetener in cuisine, and our country’s viewpoint that it is just the poor man’s
sugar. In earlier times, processed and refined sugars were the most expensive. This changed with
contemporary medicine; the humble muscovado—alongside commercial sugar-substitute
brands—is now considered one of the high-priced sweeteners in the market. In some European
countries it is considered rare and very expensive.
2.8 Market Analysis and Insights: Global and United States Muscovado Sugar Market
In 2020, the global Muscovado Sugar market size was at a considerable rate during the
forecast period, between 2021 and 2027. In 2021, the market was growing at a steady rate and with
the rising adoption of strategies by key players, the market is expected to rise over the projected
horizon. In terms of quality and price, the global market is highly concentrated, with just a few
players competing. These companies are focused on expanding their market footprint through
strategies such as acquisitions, new product launches, and operational diversification.
2.9 Sugarcane Production and Management Technology for Muscovado Sugar in the
Province of Antique, Western Visayas, Philippines
Long-term sustainability of industries such as an agri-food production system is essential
in the light of pressures to satisfy diverse customer needs, comply with government regulations,
and to maintain core competency as in response to stiffer market competition. This has led to the
identification of best management practices for highly critical and important commodities as the
case of muscovado sugar. The industry is at par when it comes to best management practices along
the areas of planting practices, planting material selection, closing in timing, harvesting practices,
trash management, shuttle shaving, and variety programming. The industry in the province lags
behind along the areas of soil preparation and fertilizer application.
2.10. Laua-an Progressive Muscovado Sugar Industry
Traditional practices in sugarcane farming brought a competitive advantage in favor of
the Laua-an sugarcane farmers to produce a much demanded muscovado sugar in the market.
Muscovado sugar as a one-town-one-product (OTOP) of the municipality of Laua-an, Antique is
usually produced without much farm inputs. According to Mr. Alfonsito Sorilla, Laua-an
municipal agricultural officer, sugarcane farmers follow conventional farming technologies and
not the new production technologies because of limited capitalization, small land holdings and the
absence of irrigation system.
CONCEPTUAL FRAMEWORK
INDEPENDENT VARIABLE
DEPENDENT VARIABLE
Demographic profile of the
respondents





Age
Sex
Educational attainment
Source of income
Employment
Marketing potential of
Muscovado
HYPOTHESIS
•There is a significant relationship between respondents’ profile and the marketing potential of
muscovado in selected municipality of Isabela.
CHAPTER III
METHODOLOGY
This chapter presents the methodology of research particularly the research designs,
respondents, research locales, procedures and instruments for the data collection, research
instrument, and the statistical tools to be utilized by researchers needed in accomplishing this
study.
3.1 RESEARCH DESIGN
The research design of a study outlines the basic approach that researchers use to answer
research question. The researcher chose a survey research design because it is served to answer
the questions and the purposes of the study.
The researcher focused their research study on the individual consumer producer in
throughout the towns of Isabela. The distractive method was used. This method helps the
researcher to describe the characteristics of the population that is being studied and to identify the
marketing potential of muscovado in selected municipality of Isabela.
3.2 RESEARCH PARTICIPANTS/RESPONDENTS
The respondents of this study are consisting of forty (40) individual consumer or
producer from Santiago, Alicia, Echague, and Cauayan, Isabela.
Purposive sampling is taken into account. The chosen respondents will take part in the
survey questionnaires. Purposive sampling will be utilized to choose respondents from various
towns throughout Isabela.
The respondents for the study will be chosen using a purposive sampling method.
Purposive sampling assures that each person has an equal probability of receiving a response,
which could be more than the risk depending on the evaluation and explanation.
3.3 Data Gathering Instrument
The instrument used was researcher-made questionnaire checklist to gather the needed
data for the respondent’s profile. These chosen instruments will be used in the collection of data
and to test the validity and reliability of the research study being conducted. The questionnaire was
validated by the professor of the subject then the questionnaire checklist are distributed.
The draft of the questionnaire was drawn out based on the researchers’ readings, previous
study, and professional literature that is relevant to the study. In the preparation of the instrument,
the requirements in the designing of good data collection instrument were considered.
3.4 Data Gathering Procedure
The purpose of this research, in survey were used. In surveys are questions that is about
the muscovado sugar, whose aims is to identify the marketing potential of Muscovado.
Making a request letter will be the first step preceding getting into the details testing. The
researcher retrieves the request letter once it has been approved. In the administrations, the Dean,
and also research advisers and other faculty members, were chosen.
To avoid being distracted by school lessons, the researcher used the time available for
vacant to administer the questionnaire. Respondents were given considerable time to respond to
the inquiry. The researcher now collects the data in order to tally the scores and apply the statistical
treatment that will be employed with the study.
Likert for Numerical Scale
SCALE
RANGE
QUANTITATIVE
INTERPRETATION
QUALITATIVE
INTERPRETATION
5
4.50 – 5.00
Very Acceptable
Strongly agree
4
3.50 – 4.49
Acceptable
Agree
3
2.50 – 3.49
Neither Acceptable
Neutral
2
1.50 – 2.49
Less Acceptable
Disagree
1
1.00 – 1.49
Not Acceptable
Strongly disagree
3.5 Statistical Treatment of Data
Responses to the questionnaire regarding the marketing potential of muscovado in
selected Municipality of Isabela were compiled, sorted, organized and tabulated. They were
subject to statistical treatment in order to answer the questions proposed in the study. The statistical
tools employed were the frequency, percentage, weighted, mean and standard deviation.
On the weighted mean distribution, interpretation of the assessment results was based on
the given scale.
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
Demographic Profile of the Respondents
Table 1. Frequency Distribution of the Demographic Profile of the Respondents in Isabela.
Demographic Variables
Frequency
Percentage
n=40
(%)
______________________________________________________________________________
Age (years)
Below 20 y/o
7
17.5%
21-25
16
40%
26-30
15
37.5%
31-35
2
5%
Male
18
45%
Female
22
55%
Allowance
19
47.5%
Wage
6
15%
None
15
37.5%
Educational
Junior High
9
22.5%
Attainment
Senior High
7
17.5%
Vocational
1
2.5%
College
22
55%
Sex
Source of Income
Table 1 present the frequency distribution of the demographic profile of the respondents in
terms of their age, sex, source of income, educational and attainment.
Age, As shown in Table 1, majority of the respondents are young consumers belonging to
the age group ranges from 21 to 25 years old with 16 or 40 percent. Followed by the 26 to 30 years
old ranges with 15 or 37 percent, while 31- 35 age range with 2 or 5 percent.
Sex, Base on the result, females outnumbered the males by one. There are 22 or 55 percent
females while 18 or 45 percent are males.
Source of Income, majority of the respondent’s source of income comes from their
allowance with 19 or 47.5 percent. Followed by with 15 or 37.5 percent of the respondents has no
source of income. While wage has 6 or 15 percent.
Education Attainment. Lastly almost three-fourths (55 percent), that is 22 out of the 40
consumers have earned a college degree. While the others have Junior High (22.5percent), have
Senior High (17.5percent), and a Vocational (2.5). It is clear that the respondents are educated with
decent occupation earning them a good sum of money.
______________________________________________________________________________
Table 2. Level of acceptance of the Muscovado in Isabela
Variables
M
Qualitative Description
Taste
4.05
Acceptable
Texture
3.82
Acceptable
Appearance
3.92
Acceptable
Aroma
3.72
Acceptable
3.87
Acceptable
Overall Mean
______________________________________________________________________________
Table 2 present the level of consumer’s acceptance towards the Mascovado Sugar products based
on product appearance, taste, texture, appearance and aroma presented by the computed means and
standard deviation with the corresponding qualitative description.
Based on the result presented in the table, the factors taken in general had an overall acceptable on
the factors that influence the preference of the respondents to Mascovado Sugar with equivalent
to the overall mean 3.87. This is an indication that the marketing potential of Mascovado are
generally acceptable. Among the four factors, taste got the highest mean of 4.05 with a qualitative
description of high influence. Followed by Appearance with computed mean of 3.92 and
Acceptable as corresponding qualitative description, Texture with computed mean of 3.82 and
lastly Aroma with the mean of 3.72 and a qualitative description of acceptable.
______________________________________________________________________________
Table 3. Marketability of the Muscovado in Isabela.
______________________________________________________________________________
Variables
M
Qualitative Description
______________________________________________________________________________
Product
4.05
Acceptable
Price
3.65
Acceptable
Promotion
3.7
Acceptable
Place
3.87
Acceptable
3.81
Acceptable
Overall Mean
______________________________________________________________________________
Table 3 Factors influence in the marketability of Mascovado Sugar.
Table 3 present the factors that influence the marketability of Mascovado Sugar based on
product, price, promotion and place represented by the computed means with the corresponding
qualitative description.
Based on result represented in the table, the factors taken in general had on overall acceptable on
the factors that influence the marketability of Mascovado Sugar with equivalent to the overall
mean 3.81. This is an indication that the marketing potential
______________________________________________________________________________
Table 4. Health Advantage of Muscovado over other sugar
______________________________________________________________________________
Variables
M
Qualitative Description
______________________________________________________________________________
Contains health benefits
4.02
Acceptable
Good for the body
3.67
Acceptable
Contributes nutrition
Overall Mean
3.77
Acceptable
3.82
Acceptable
Table 4 Health Advantages of Muscovado over other sugar
Table 4 presents the data that identifies the respondent’s awareness of the health advantages
of consuming mascovado sugar over other types of sugar such as health benefits that are good for
the body and some nutritional contributions that helps the body.
Based on the data above, the respondents are aware of the health benefits present in the
muscovado sugar, this shows that the consumers are aware of its health benefits but chose not to
buy this types sugar due to the availability of the refined sugar.
Table 5. Level of Public Awareness of Muscovado sugar.
______________________________________________________________________________
Variables
M
Very Acceptable
_____________________________________________________________________________________
Overall awareness of the
3.93
Acceptable
Consumers for Muscovado
Table 5 Level of Public Awareness of Muscovado sugar
Table 5 presents the data that identifies the respondent’s awareness of the existence of the
muscovado sugar in the market, over all the respondents are well aware of the existence of the
muscovado sugar in the market with 3.93 mean which measures acceptable in the likert scale.
Conclusion:
Measuring the marketability of the muscovado sugar becomes practically important
in creating conclusions on how will the muscovado sugar go along with its counterparts in the
market and in identifying the challenges and strategies to be used on how to promote muscovado
sugar in the market.
The researchers found out that most of the respondents of the research wants to use the
muscovado sugar as a sweetener product. This means that these respondents want to consume
muscovado sugar even with the availability of its counterpart products like white and refined sugar.
Moreover, the acceptance of the product’s price, promotion and place of origin is well manifested
in the data gathered by the researchers. Finally, the awareness of its existence and health benefits
are also well accepted by the respondents which means they are willing to buy nutritious
muscovado sugar rather than its machine processed and refined sugar. By recognizing the
challenges, and strategies in promoting muscovado sugar in the market we can promote and sell
muscovado sugar just like its sweetener counterparts.
Overall the marketability of the muscovado sugar according to the data presented above is
feasible but there are few challenges that makes the muscovado sugar obsolete as a sweetener
product. These challenges include poor marketing, poor promotion among the consumers, poor
production, poor distribution, and as well as the mass production of its counterpart and cheaper
product which is the refined sugar which is much more accessible for the sari-sari stores and
households. These problems makes the muscovado sugar obsolete but present in the market just
like other sweetener products….
Recommendations:
Promotion of the muscovado sugar are supposed to be interesting, contextual, attractive, and wide
so that the consumers are willing to use them for everyday purposes. In this regard, the researchers
made the following recommendations for developing the marketability of muscovado sugar based
on the respondent’s marketability data.

Massive Support for the promotion of muscovado sugar
Promotion must come first in the recommended steps so that the existence of product can
be known to the consumers and retailers alike. Promotional support could help the
manufacturers to promote their products in market so that it can reach the households for
consumption.

Enhancement of the marketing strategies in selling muscovado sugar
Enhanced marketing strategies could help the muscovado sugar manufacturers to sell
muscovado sugar in the competitive market. The manufacturers can enhance the packaging,
amount, quality, nutritional value and flavor to compete with its counterpart in the market.

Seeking government partnership for the mass production of the muscovado sugar.
Government partnerships could help the manufacturers to equip machineries in order to
mass produce muscovado sugar. With the mass production and availability of mass-produced
muscovado sugar, the price could be as competitive with its counterparts hence the consumers
can settle to a more healthy and nutritional sugar.

Sariling Atin Concept
Express your sense of nationalism by means of using products made in the Philippines,
supporting Filipino made products could support local businesses and local governments alike.
This could help the local manufacturers to thrive in the market and as well as in promoting products
in the country.