CONSUMER PREFERENCES AND MARKET POTENTIAL OF PAPAYA BRITTLE

Thesis

Presented to the Faculty

of

College of Hospitality

Management Lyceum

Northwestern University Dagupan

City

In Partial Fulfilment

Of the Requirements for the Degree

Bachelor of Science in Hospitality Management

By

Jiana Boots A. Borlagdan

Irish Camille L. Francisco

BSHM-3B

i
i
 Approval Sheet

This thesis entitled Consumer Preferences and Market Potential of Papaya Brittle,

prepared by Abegail Tirao, Irish Camille L. Francisco, and Jiana A. Borlagdan in partial

fulfillment of the requirements for the degree Bachelor of Science in Hospitality

Management, has been examined and approved by the Committee on Oral Examination.

Signature/Date

Adviser: Jun Jupiter M. Garcia, DBA

Examiners: Maan Ferrer-Villegas, MPA

Chislain Aimee L. Garcia, MBA

Virginia Annabelle D. Tomelden, MBA

Johnrey N. Torres, LPT

I was accepted in partial fulfillment of the requirements for the degree Bachelor

of Science in Hospitality Management.

MARC AARON M. LOPEZ, DBA

Dean, College of Hospitality Management Date Signed

ii
 Abstract

TITLE

A. Tirao, I. Francisco, and J. B. Borlagdan, College of Hospitality Management, Lyceum

Northwestern University, Tapuac District, Dagupan City.

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 Acknowledgment

We would like to extend our sincere gratitude to the following who have

contributed and supported us in the fulfillment of this study.

First and foremost, all praises and glory to God, the Almighty, for the blessings

and guidance he gave throughout our journey in making this study and its successful

completion.

We would like to express our deepest and sincere gratitude to our research

adviser, Mr. Jun Jupiter Garcia for his time and patience in guiding and teaching us

the processes and ways on how to conduct the study. He was always there to check

and recheck the manuscripts and always ready to share his suggestions, which meant so

much for the completion of this study.

We also want to give thanks and appreciation to the respondents of this study

for being approachable and cooperative and for spending their time in answering the

questionnaire provided.

To our dearest parents, family, classmates and friends, for their

consideration for the finances and undying support throughout the making of the study.

As well as their words of encouragement that serves as motivation and inspiration to

finish the study.

Again, thank you to everyone who have been part in making this study a success.

May God bless us all.

The Researchers

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 Table of Contents

Title Page .................................................................................................

Approval Sheet..........................................................................................

Abstract ....................................................................................................

Acknowledgment .......................................................................................

Table of Contents ........................................................................................

List of Tables ..............................................................................................

List of Figures ..............................................................................................

Chapter I. INTRODUCTION

Rationale ...............................................................................................

Conceptual Framework ...........................................................................

Research Paradigm ................................................................................

Statement of the Problem ......................................................................

Significance of the Study .........................................................................

Scope and Limitations of the Study ..........................................................

Definition of Terms .................................................................................

Chapter II. REVIEW OF RELATED LITERATURE

Related Literature..................................................................................

Related Studies .....................................................................................

Chapter III. RESEARCH METHODOLOGY

Research Design ....................................................................................

Sampling Design ...................................................................................

Instrumentation and Data Collection ........................................................

Tools for Data Analysis............................................................................

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Chapter IV. RESULTS AND DISCUSSIONS .............................................

Chapter V. SUMMARY, CONCLUSIONS, RECOMMENDATIONS

Summary of Findings .............................................................................

Conclusions .........................................................................................

Recommendations ................................................................................

References...............................................................................................

APPENDICES

Appendix A. Letter of Transmittal ............................................................

Appendix B. Questionnaire .....................................................................

Appendix C. Finished Product .................................................................

Appendix D. Procedure in Making the Product ..........................................

Appendix F. Waiver of Consent ...............................................................

Appendix G. Informed Consent ...............................................................

Appendix H. Survey Documentation ........................................................

Curriculum Vitae ....................................................................................

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 List of Tables

Table 4.1 Crab shell cupcake Food Costing.................................................

Table 4.2 Proposed Market Price of Crab Shell Cupcake ................................

Table 4.3 Sensory Acceptability of Crab Shell Cupcake Using Nine-Point Hedonic Scale

...............................................................................................................

Table 4.4 Price Acceptability of Crab Shell Cupcake .......................................

List of Figures

Figure 1.1 Research Paradigm ....................................................................

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 CHAPTER I

INTRODUCTION

Rationale

Papaya, a substantial oval-shaped fruit with vibrant yellow skin and sweet,

succulent orange flesh, is not only a tropical delight but also a nutritional powerhouse,

according to Cambridge (2024). Along with essential vitamins, antioxidants, and

enzymes, papaya has played a crucial role in human nutrition throughout evolution,

guiding feeding behavior toward energy-rich and nutrient-dense foods (J Nutr, 2012).

On the other hand, brittle is a confection characterized by fragmented pieces of solid

sugar candy that incorporate nuts like pecans, almonds, or peanuts which are usually

less than 1 cm thick (Wang et al., 2020).

Scientifically known as Carica Papaya Linn, papaya is extensively cultivated

across the globe, spanning Central and South America, Asia, Africa, the Caribbean

Islands, and the Pacific Islands. Originating from countries like India, Malaysia,

Indonesia, the Philippines, Sri Lanka, and Oman. Locals in tropical areas, including the

Philippines, incorporate papaya into a myriad of dishes, from appetizers to desserts,

showcasing its versatility. It also holds a special place in Filipino culture, earning the

title of "people's fruit" due to its affordability and rich nutritional content (Heywood et

al., 2007).

Despite India's dominance as the primary producer of papaya, contributing an

impressive 13.9 million tonnes annually (Papaya Report, 2020), the United States

emerges as the top consumer of papaya globally. Meanwhile, in the Philippines, papaya

holds the 10th position in terms of planted area and claims the 4th spot in production
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volume among the nation's ten leading fruit crops, according to data from the PSA in

2021. Affordability,

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coupled with a diverse nutrient profile, positions papaya as an excellent dietary choice,

offering vitamins A, B1, B2, and C, as well as minerals like potassium, calcium, and iron.

Moreover, its natural sweetness, derived from sugars like glucose, sucrose, and fructose,

provides a healthy energy boost. Furthermore, the presence of phytonutrients and

pigments, such as lycopene, contributes to various health benefits (Diversity Report,

2022).

The emergence of Papaya brittle as a unique confection is a testament to the

creative fusion of flavors and textures in the culinary world. This results in the culinary

exploration of blending the tropical essence of papaya with the traditional concept of

brittle, which typically consists of solid sugar candy and nuts. The unique allure of

Papaya brittle holds considerable potential in the market, particularly for individuals with

a sweet tooth seeking both satisfaction and nutritional awareness.

Highlighting papaya as the primary ingredient in this study is not only significant

for its exceptional nutritional value but also for its diverse flavor profiles. Despite

papaya's significant role as a major fruit crop and staple in Filipino cuisine as well as its

extensive information on the nutritional benefits and market potential, there have been

no conducted studies exploring the creation, consumer preferences, and market

dynamics of Papaya brittle specifically in the Philippines. This gap is particularly crucial

given the global trend of consumers seeking unique and health-conscious delicacies.

Investigating the potential demand, consumer preferences, and market feasibility of

Papaya brittle in the Philippines could offer valuable insights for local producers and the

broader confectionery industry. Furthermore, considering the absence of detailed studies

on papaya-related confections in specific regions, addressing this gap presents an

opportunity to contribute to the existing body of knowledge by examining the potential

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economic and cultural impact

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of introducing Papaya brittle to the Filipino market. Thus, the main objective of this

study is to develop a new product called Papaya Brittle and determine its consumer

preferences and market potential.

Theoretical Framework

Expectation Confirmation Theory

The Expectation Confirmation Theory is an individual forming expectation about a

product based on various sources such as prior experiences, advertising, word of mouth,

and personal beliefs. Once they encounter the product, they evaluate it based on how

well it meets or exceeds their expectations. The theory suggests that when products or

services exceed what consumers expect, either confirming or challenging their existing

beliefs, it leads to satisfaction (Oliver, 1980, cited in Jin, 2013). This theory assists

researchers in examining Papaya Brittle by providing a framework to understand and

shape customer behavior. Utilizing this theory, they can focus on meeting or exceeding

customer expectations, particularly regarding the taste of papaya brittle. If their product

meets or exceeds customer expectations for papaya brittle, it is likely to result in

customer satisfaction and increased likelihood of repeat purchases. Essentially, the

theory aids researchers in ensuring they meet or exceed customer expectations, which is

vital for the success of this study and the adoption of papaya brittle among the target

audience.

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Oliver’s Expectation Confirmation Theory Model

Figure 1.1 illustrates Oliver’s Expectation Confirmation Theory (ECT) model,

detailing how consumers' expectations and product performance contribute to consumer

satisfaction. The ECT model comprises four key components: expectation, performance,

confirmation/disconfirmation, and satisfaction. Expectation represents individuals' beliefs

about products or services, whether positive or negative. Performance involves

individuals trying the product or service, which serves as the basis to confirm or

disprove their initial beliefs. Positive confirmation or disconfirmation can influence

customer satisfaction or dissatisfaction accordingly. This theory's model is pertinent to

this study as it revolves around customer satisfaction. If researchers apply this model to

the study, under the expectation component, individuals may harbor negative beliefs

about the product due to its main ingredient being papaya and unwillingness to try new

things due to its uniqueness and novelty. In the performance component, individuals will

taste and experience the product to confirm or disprove their expectations. When

consumers disconfirm their negative expectations and become satisfied with the

product, it indicates that the study's objective has been achieved, as consumer

satisfaction signifies acceptance of the researcher's product.

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 Expectation

(Dis)Confirmation Satisfaction

Performance

Figure 1.1 Expectation Confirmation Theory Model

Pastry Chef Online’s Honey Peanut Brittle Recipe

The researchers drew inspiration from the Honey Peanut Brittle recipe by Pastry

Chef Online, created by Jenni Field, who is also the author of the website. The decision

to choose Jenni Field's recipe as a foundation for their product was influenced by

the distinctive ingredients, particularly the use of honey. The researchers found the

combination of ingredients in Jenni Field's recipe intriguing and decided to create their

product, with the main deviation being the substitution of peanuts with papaya as the

key ingredient (Pastry et al., 2023).

This choice was made to introduce a unique twist to the traditional brittle recipe,

leveraging the sweet and succulent characteristics of papaya. The researchers were

inspired by the potential flavor profile and nutritional benefits that papaya could bring to

the brittle, aligning with the broader market trend of consumers seeking innovative and

health-conscious delicacies. Additionally, the substitution of peanuts with papaya will

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aligns with dietary preferences and considerations for individuals with nut allergies,

potentially expanding the product's appeal to a broader audience.

Sensory Analysis

As described by Herrero et al. (2021), sensory analysis involves utilizing the

respondent's senses of touch, taste, smell, sight, and hearing to evaluate various qualities

of a food or product, including texture, flavor, taste, appearance, price, and aroma. This

type of analysis has been employed throughout generations to determine the acceptance

or rejection of food products.

The study aims to pinpoint the attributes that align with consumer desires,

enhancing Papaya brittle potential for success in today's competitive market. In essence,

sensory analysis becomes a valuable tool in tailoring Papaya Brittle to meet consumer

expectations and preferences; ultimately, acceptance of the newly developed product

becomes achievable

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Conceptual Framework

INPUT PROCESS OUTPUT

1. Papaya Experimental
brittle Research
ingredients
Method
and
procedures applied to standardize recipes

Quantitative Research

2. The total Design to find out the

amount utilized acceptance value of a product
in developing
the product Convenience Sampling as the Standard Recipe of
sampling design Papaya Brittle.

Survey Questionnaire with, a 9- Acceptability of

3. The proposed
point Hedonic Scale, and a 5- Papaya Brittle in
market price
point Likert scale
terms of sensory
4. Sensory Data Analysis using Total qualities and price.
Qualities Expenses, Proposed Market Price,
a. Taste and Weighted Mean Formula
b. Texture
c. Aroma Formula:
d. Appearance Total Expenses=Raw Material
Costs+Labor Costs+Overhead
Costs+Marketing+Distribution
5. Market price
Proposed Market Price=

Total Expenses×(1+Profit
Margin)

AWM= TWM/N

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 Figure 1.2 Research Paradigm

Figure 1.2 depicts the research paradigm for this study. The input encompasses

crucial variables addressing the study's problem, including the specific papaya brittle

ingredients and procedures, the total amount utilized in developing the product, the

proposed market price, sensory perception factors such as taste, texture, aroma, and

appearance and market price. The process involves key stages such as experimental

research method applied to standardize recipes, quantitative research design to find out

the acceptance value of a product, convenience sampling as the sampling design, survey

questionnaire with, a 9- point Hedonic Scale, and a 5- point Likert scale, data analysis

using total expenses, proposed market price, and weighted mean formula. The output is

expected to yield standard recipe of papaya brittle and acceptability of papaya brittle in

terms of sensory qualities and price.

Statement of the Problem

The study aims to develop a new product called Papaya Brittle.

It specifically aims to respond to the following questions:

1. What is the recipe of Papaya brittle?

2. What are the total expenses in producing the product?

3. What is the proposed market price of the product?

4. What is the level of sensory acceptability of the product in terms of:

a) Taste

b) Texture

c) Aroma

d) Appearance

5. What is the price acceptability level of the product?

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Significance of the study

This study is considered significant to the following individuals and groups.

Entrepreneurs. The findings of this study will be advantageous for entrepreneurs, due

to its potential to offer a unique and innovative product that can attract customers and

diversify their product line, thereby contributing to business growth and market

competitiveness.

Consumers. This research will hold significance for consumers of papaya brittle as it

will emphasize areas for improvement in the product. Identifying and addressing these

areas may result in a superior papaya brittle experience for consumers, including

enhanced product quality and improved services.

Future Researchers. This study will serve as a valuable reference for future studies on

papaya brittle and its market potential. It will contribute to the academic literature,

laying the groundwork for further exploration into innovative product development,

consumer preferences, and effective marketing strategies within the confectionery

industry.

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Scope and Limitations of the Study

The study aims to identify the consumer preferences in terms of texture, taste,

appearance, aroma and price acceptability of papaya brittle amongst the Hospitality

Management students of Lyceum Northwestern University. The researchers want to

develop a peanut-free brittle snack, offering individuals with peanut allergies, to expand

the range of brittle foods available to individuals. The researchers will use Quantitative

research as their research design and survey questionnaires as their research tool to collect

data while simultaneously following the strict safety and health protocols. The study was

conducted from September 2023 to May 2024.

The Limitations of the study include all year level of Hospitality Management

students at Lyceum Northwestern University in Dagupan City. The inclusion criteria for

respondents in the study are as follows: (a) Hospitality Management students at

Lyceum Northwestern University who are aged 18 years and older, both male

and female; (b) those who will voluntarily express interest in participating in the research

study; and (c) individual availability within the specified timeframe for data collection.

Conversely, exclusion criteria were applied to those who were inaccessible and unwilling to

participate. The researchers will exclude those students from other academics and

institutions. The gathered results will be guiding Papaya Brittles’ development initiatives.

The constraints of papaya brittle include its high sugar content, which may not be suitable

for individuals with diabetes or those who need to limit their intake of sugary foods.

Additionally, its hard texture might pose difficulties for people with dental issues or those

who have trouble chewing hard foods.

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Definition of Terms

The definitions of the concepts listed below are both conceptual and practical to

understand this study better.

Appearance. How a product looks, including its color, shape, size, and overall

presentation, which shapes what people think about it at first sight.

Aroma. The distinctive, often pleasant smell of a substance, especially food or

beverages, which can affect consumer preference and perception.

Consumer. An individual who purchases goods or services for personal use, whose

preferences and behaviors are key to market studies.

Level of Sensory Product. This term could relate to the degree to which a product

appeals to the sensory perceptions of consumers, including taste, smell, sight, and

touch.

Market. The arena in which buyers and sellers engage in the exchange of goods,

services, or information, including physical locations and online platforms.

Market Price. The current price at which an asset or service can be bought or sold in

the marketplace.

Price Acceptability. The degree to which consumers consider the price of a product to

be fair or acceptable, often influenced by their perceived value of the product.

Taste. A sensation produced when a substance in the mouth reacts chemically with

taste receptor cells located on taste buds.

Texture. The physical feel or structure of a substance which is a crucial factor in

consumer preferences, particularly in food products.

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 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter contains studies and related literature from domestic and foreign

relevant to the current research.

Related Legal Basis

Republic Act No. 11293, the Philippines Innovation Act

Republic Act No. 11293, also known as the Philippines Innovation Act. This

regulation aims to stimulate creativity, inspire innovative thinking, and drive

technological progress in the nation, all with the goal of improving people's lives through

innovation-focused efforts. The Philippine Innovation Act seeks to promote the

country's innovation and strategic planning culture by enhancing government support

for innovation and developing long-term goals (Tupaz, 2019).

The Act recognizes the value of the country's goods and culture and how these

can be integrated into innovation and entrepreneurship. It specifically aims to discover,

promote, and preserve the potential for innovation in traditional knowledge, traditional

cultural expressions, and genetic resources. Moreover, the Act emphasizes the need to

encourage the transformation of new ideas into innovative and high-quality goods,

services, and processes, particularly to enhance the well-being of low-income and

marginalized groups (Tupaz, 2019).

The preceding legal context plays a crucial role in laying the foundation for this

study. It significantly influences the research because it contributes to the development

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and creation of new products that could benefit people's livelihoods while fostering

creativity and progress in the country.

The Philippines' Intellectual Property Code, Republic Act No. 8293

The Intellectual Property Code of the Philippines, or Republic Act No. 8293, is an

essential foundation for this study. It proves instrumental in fostering innovation within

the papaya brittle product by offering protection to inventions and designs. This legal

framework reinforces the quality and uniqueness associated with the papaya brittle,

safeguarding it from potential imitations. The copyright provisions within the law are

particularly significant, as they prevent the unauthorized use of marketing materials,

ensuring the exclusivity of promotional content.

Moreover, this contributes to the study by preventing imitation through the

implementation of patents and trade secrets. This comprehensive legal protection not

only assures the integrity of the papaya brittle product but also instills confidence in

consumers. Thus, the researchers plan to obtain intellectual property protection for

their product since this enhances consumer trust, making them more likely to engage

with and trust a product that is both innovative and legally safeguarded.

Related Literature

Carica Papaya Linn: Overview

"Pawpaw" serves as an alternative name for papaya (Carica papaya Linn). In

Hindi and Sanskrit, it is identified as Erandakarti, while in English, it is commonly

referred to as Papita. This plant belongs to the Caricaceae family.

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 According to a study published in the International Journal of Herbal Medicine

(2014), various parts of the Carica papaya plant, including leaves, seeds, latex, and fruit,

possess therapeutic properties. Both the fruit and leaves of Carica papaya Linn are

notably rich in carotenoids, specifically lycopene, glycoside, anthraquinones, and β-

carotene. The plant exhibits medicinal qualities, encompassing wound healing,

hepatoprotective, anti- inflammatory, hypoglycemic, anti-fertility, and abortifacient

effects. Recent research has also unveiled hypertensive and anticancer processes

associated with papaya.

In conclusion, the papaya plant offers a plethora of nutritional benefits, as

highlighted in various studies. The wealth of nutritional content and medicinal

properties in papaya provides a compelling basis for future research endeavors,

supporting the exploration of its health benefits as the primary ingredient in the present

study.

Health Benefits of Papaya

Papaya offers a range of health benefits due to its antioxidant, antimicrobial,

anthelmintic, and anticancer properties according to Saba (2022). Papaya seeds and

extracts have been found to possess potent antioxidant activity, scavenging free radicals

and protecting against oxidative stress-induced cell damage. Moreover, papaya seeds

exhibit antimicrobial effects against various bacteria and fungi, making them potentially

useful in treating infections. Additionally, papaya extracts demonstrate anthelmintic

properties, effectively combating intestinal parasites. Furthermore, papaya seed extract

shows promise in inhibiting cancer cell proliferation, particularly in prostate and leukemia

cells. Lycopene and isothiocyanates found in papaya contribute to its anticancer

16
potential, protecting against various cancers and inflammation-related disorders.

Overall, papaya presents a natural and versatile source of health-promoting compounds

with diverse therapeutic applications.

Moreover, Carica papaya, or papaya, shows promise in combating oxidative

stress-related issues like inflammation, chronic diseases, and skin aging. Oxidative

stress, driven by excess reactive oxygen species (ROS), contributes to various health

problems. Papaya exhibits anti-inflammatory effects by scavenging ROS and regulating

immune responses, potentially mitigating chronic inflammation. It also demonstrates

antidiabetic properties by lowering blood glucose levels and enhancing antioxidant

defenses. Additionally, papaya shows neuroprotective effects against Alzheimer's

disease and reduces gingival inflammation in periodontal disease. Moreover, it

possesses anti-skin aging activities by scavenging ROS and preserving skin barrier

function (Jong et.al, 2021).

Furthermore, Papaya fruit extract is rich in bioactive compounds like alkaloids

and flavonoids, shows therapeutic potential against various human diseases. It's

effective against conditions like hair dandruff, spleen and liver enlargement, snakebite

venom, growth-related problems, tuberculosis, and anemia. Additionally, it exhibits

anticancer properties and has been explored for treating dengue fever, malaria, and

chikungunya. Studies confirm its pharmaceutical benefits in both human and animal

models (Koul et.al, 2022)

Processing for Value Addition of Papaya

According to the findings in the Journal of Medicinal Plants Studies (2013), a

significant portion of market fruits is discarded due to mechanical damage incurred

17
during harvesting, shipping, cleaning, and grading processes. Despite being equally

effective, the packaging designed for processed products is often underutilized.

Processing papaya that would otherwise be discarded holds promise as it ensures fair

returns for growers, thereby enhancing their financial stability.

Various final products can be derived from processing market-discarded papaya,

such as papaya jam, papaya squash, papaya nectar, toffee, and sauce. The quantity of

these products is contingent upon the total papaya processing output. Consumer

demand for these processed papaya products is substantial, driven by their therapeutic

and nutritional properties. Diversifying the value development of additional goods from

leftover fruit is crucial, not only for addressing food wastage but also for creating

employment opportunities in rural areas and tapping into value-based export demand.

Success in the proposed study holds the potential to generate employment

opportunities, contribute to income generation, and support individuals seeking to

establish businesses as producers, distributors, or resellers of papaya products. The

impact extends beyond the nutritional content of the products to the socio-economic

sphere, benefiting those who seek employment or aspire to venture into

entrepreneurship. Ultimately, the study cannot only enhance the utilization of papaya

but also positively impact the livelihoods of individuals involved in the production and

distribution of papaya- derived goods.

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Related Studies

Local

Consumer's Preference for Fresh Table-Ripe Papaya

The study on the papaya value chain in the Philippines underscores the

importance of adaptation and consumer-centric strategies for sustained competitiveness.

Based on a survey involving 232 participants, predominantly women aged 40-59 residing

in Metro Manila and Laguna, key insights reveal that consumers primarily purchase

papaya for health reasons. They prioritize external attributes such as medium size, full

yellow peel color, and blemish-free appearance. Internally, consumers prefer papaya

with yellow- orange pulp, average sweetness, and desirable texture. Notably, the

absence of decay, sweetness, maturity, texture, and price are pivotal factors influencing

purchasing decisions. Despite the presence of alternative fruits, a substantial majority

remains willing to buy papaya, particularly for its health benefits, and expresses a

readiness to pay more for good-tasting papaya. The findings highlight a market niche

for high-quality, locally grown, blemish-free papaya, signaling the need for stakeholders

to align their strategies with these consumer preferences to ensure a prosperous future

for the papaya industry in the country (del Carmen et.al. 2012).

Sunsejack Peanut Brittle's Acceptability and Marketability

The study delves into the marketability and acceptance of a brittle food

alternative produced using jackfruit, sesame, and sunflower seeds. Data for this

investigation were collected during the 2022–2023 academic year from Marikina

Polytechnic College's MAT- Food Technology.

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 According to the study, the Sunsejack peanut brittle was analyzed for its

chemical and physical characteristics, revealing protein and carbohydrate content, a

3.7107% moisture level, and a pH of 7.1 (Lumampao, 2023). The potential impact of

this published work has been acknowledged by researchers, particularly given the

similarity of the product under consideration. The primary component employed in the

Sunsejack peanut brittle is anticipated to contribute to favorable results for the current

study. Furthermore, both current and past researchers share the common objective of

gathering information on how the newly developed food brittle product will be received

in the market. This collective effort aims to provide insights into the acceptability and

market potential of Sunsejack Peanut Brittle, considering its unique composition and

characteristics.

Utilizing Papaya (Carica papaya L.) Extracts for Yogurt Drink Production

The study by Aguirre et.al (2016) aimed to develop and assess a papaya-flavored

yogurt, utilizing varying proportions (10%, 15%, and 20%) of papaya extract, with a

focus on evaluating its physical, chemical, and microbiological qualities, as well as

sensory acceptance. Lactic acid bacteria, including Lactobacillus bulgaricus and

Streptococcus thermophilus, were incorporated into the yogurt production. The sensory

evaluation revealed that the addition of papaya extract improved sensory and nutritional

properties compared to the control, particularly in flavor, taste, and odor. The 20%

papaya extract formulation was the most preferred. Physico-chemical analysis indicated

a reduction in fat content but an increase in carbohydrates due to the higher sugar

content of papaya.

Microbiological assessments met acceptable standards, with lactic acid bacteria counts
20
higher in the experimental group than in plain yogurt. The study concluded that papaya

yogurt production is well-received by consumers, offering a potentially marketable

product with enhanced nutritional and sensory attributes. The research also highlighted

the potential benefits of incorporating fruit extracts in yogurt production for both variety

and health advantages.

Foreign

Global Market Size and Growth of Papaya (Carica Papaya L.)

This study by Oliveira (2017) aims to determine the global market size and

growth of papaya (Carica papaya L.). Despite being recognized as a thriving industry

since the early 1900s, the papaya industry ranks 14th in production and 21st in trade

among the 28 fruits listed in the Food and Agriculture Organization Statistics (FAOStat)

2016. Oliveira (2017) notes that papaya contributes to only 5% of fruit production based

on FAOSTat 28 statistics. The index box (2023) reveals a significant increase in total

papaya exports from 2012 to 2022, with an average annual growth rate of +4%.

Although the export price slightly decreased to $X in 2022, the average annual growth

rate for total export value is +4.7%. Notably, 2014 witnessed the most substantial

increase, with a 13% growth in exports. Despite a peak at $X in 2021, global papaya

exports experienced a slight decline the following year. In conclusion, despite its

historical development, papaya shows potential for further growth, encouraging

researchers to explore innovations that may contribute to its future global recognition

and market expansion.

Carica Papaya Extracts and Phytochemicals: A Beneficial Role in Oxidative

Stress and Related Diseases

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 This review focuses on the phytochemicals and therapeutic properties of Carica

papaya extracts, which are a natural medicine. This paper summarizes and discusses

the advantages of Carica papaya against various ailments, such as cancer, inflammation,

aging, skin healing, and chronic disorders. This research study by Jong et.al (2021)

presents an overview of how Carica papaya opposes oxidative stress through various

mechanisms strongly linked with its antioxidant qualities, ultimately leading to improved

management of a range of health issues related to oxidative stress. The Carica papaya

plant species' leaves, fruits, and seeds are often rich sources of organic antioxidants. It

makes the plant a topical agent. It is made up of a variety of chemical compounds that

possess strong antioxidant qualities, such as kaempferol, papain, α-tocopherol, papain,

myricetin, quercetin, and benzyl isothiocyanate (BiTC). As a result, it can inhibit pro-

oxidants through several signaling pathways that either increase the expression of

antioxidant enzymes or lower the generation of reactive oxygen species. These

signaling pathways activate the antioxidant defense mechanisms that shield the

organism from external and intrinsic oxidative damage. Therefore, the study shows the

plant's rich sources of antioxidants and their potential therapeutic properties.

Oxidative stress is implicated in numerous diseases, including cancer,

cardiovascular diseases, neurodegenerative disorders, and aging-related conditions. As

such, finding effective antioxidants and anti-inflammatory agents from natural sources is

of paramount importance. Carica papaya, commonly known as papaya, has been

traditionally used for its medicinal properties in many cultures worldwide. Its various

parts, including leaves, fruits, and seeds, are rich sources of phytochemicals with potent

antioxidant and anti-inflammatory effects. Understanding the specific phytochemicals

present in Carica papaya and elucidating their mechanisms of action can provide

22
valuable insights into its therapeutic potential.

Justification of the Study

The aforementioned local and foreign studies are pertinent to current research as

they have derived substantial benefits from papaya. Local studies focus on consumer

preferences for ripe papaya and its utilization in food products, suggesting papaya as a

viable ingredient for brittle production. Foreign studies explore papaya's global market

size, nutritional value, and medicinal benefits, inspiring the creation of papaya-based

products with health benefits. These foreign-related studies provide a comprehensive

understanding of the context, health aspects, and market dynamics related to papaya.

Utilizing this knowledge in the creation, promotion, and strategic placement of papaya

brittle not only boosts its attractiveness but also ensures alignment with consumer

preferences for a snack that combines both deliciousness and health-conscious features.

Integrating insights from these studies, the development and marketing of Papaya Brittle

aim to cater to consumer preferences for delicious yet health-conscious snacks. The

study's objective is justified by its utilization of scientific findings to meet the demand for

health-conscious food options while providing valuable knowledge to the food and business

industries.

23
 CHAPTER III

RESEARCH METHODOLOGY

Research Design

The research in this study will employ an experimental research design. According

to Saigo (2023), an experimental research design analyzes the relationship between

independent variables (such as cooking temperature, ingredient proportions, and

processing methods) and dependent variables (such as taste, texture, aroma, and

appearance), mainly focusing on establishing a causal link between them. The researchers

aim to standardize the recipe for papaya brittle to enhance the rigor, reliability, and

comparability of the findings, ultimately strengthening the validity of the conclusions.

Quantitative data will be collected, such as closed-ended survey questions, asking

respondents to rate consumer preference and market acceptability along a scale (Houston,

K., 2024). The study aims to discern cause-and-effect relationships, evaluating how papaya

brittle production influences consumer preferences in terms of texture, taste, appearance,

aroma, and price acceptability. The experimental research design reduces the impact of

unrelated variables and ensures the validity of the results by allowing variable manipulation

in a controlled manner. This enables precise measurement of papaya brittle effectiveness

and empowers the researcher to draw insightful conclusions regarding its impact on the

acceptability of papaya brittle.

24
Sampling Design

The sampling method that will be used in this study will be convenience

sampling. According to Nikolopoulou (2022), convenience sampling is a non-probability

sampling technique wherein units are chosen to be part of the sample based on their

accessibility to the researcher. This accessibility may stem from factors like

geographical proximity and the availability during a specific time to engage in the

research.

The inclusion criteria for participants in the study are as follows: (a) A food

specialist with the necessary credential and diploma on food technology or other related

courses pertaining to food and quality testing, male or female or both, (b) those who

will voluntarily express interest in participating in the research study; and (c) individuals

reachable within the specified timeframe for data collection. Conversely, exclusion

criteria were applied to those who were inaccessible and unwilling to participate.

The study will be conducted at Lyceum Northwestern University in Dagupan City

and a total of ten (10) respondents will be chosen for the study. The total number of

participants were chosen as stated by (Altunışık et al., 2004) sample size between 30 and

500 at 5% confidence level is generally sufficient for many researchers. The

researchers, who are currently enrolled in the same university, will significantly

contribute to the streamlined process of gathering essential information for the study,

enhancing convenience.

The study justifies selecting food specialist with the necessary background on

food technology or other related courses because they represent professionals with

25
experience in this line of industry, particularly in areas related to food technology and

testing. As aspiring managers and leaders, participants of the study will be directly

involved in understanding consumer preferences and identifying market opportunities,

making them ideal candidates for examining the potential of papaya brittle. Additionally,

given their experiences in the field and prior knowledge on food technology and testing,

food specialists possess a foundational understanding of consumer behavior, market

analysis, and product development strategies. Thus, involving them in this study not

only provides valuable insights into the market potential of papaya brittle but also offers

them hands-on experience in conducting market research and analyzing consumer

trends, which are essential skills for their future careers in the hospitality sector.

Moreover, the decision to include 10 food specialists in the sample size has been

influenced by considerations such as feasibility and resource constraints while still

ensuring a sufficiently representative sample for meaningful analysis and generalization

of results. This sample size is large enough to yield statistically significant findings while

remaining manageable for data collection and analysis within the constraints of the

study. Furthermore, selecting food specialists aligns with the practical considerations of

the study as they have prior experience and are accessible to the researchers, thus, the

researchers will have convenient access to the participants of the study, facilitating

smooth communication, engagement, and data collection processes.

Instrumentation and Data Collection

This study adopted a quantitative questionnaire with a 5-point Likert scale and a

9-point Hedonic scale questionnaire that was used to collect data. The 9-point hedonic

scale is the global standard for assessing consumer acceptance, consisting of nine

26
categories and ensuring consistent psychological distance between points (Addo-Preko

et.al, 2023). The 9-point Hedonic Scale can assess the acceptability of papaya brittle

among all year level of hospitality management students by rating texture, taste,

appearance, and aroma. Higher ratings indicate favorable market acceptance, while

lower ratings indicate improvement needs. Midpoint ratings also provide neutral

perceptions. According to Losby (2012), a 5-point Likert Scale is a widely used tool for

measuring the price acceptability of the product by providing answers for the

researchers to effectively quantify and analyze their opinions on various topics.

The researchers have ensured the validity and reliability of the questionnaires for

this study. They will include relevant items from previous research studies. The

research adviser has approved both the survey questionnaires and the developed

product. The researchers will obtain a transmittal letter addressed to the College Dean

of Hospitality Management at Lyceum Northwestern University, seeking permission to

conduct the data collection. Upon approval of the submitted letter by the Dean, data

gathering, product tasting, and data collection involving the product "Papaya Brittle" will

occur. At the start of the data collection, the researchers will inform the respondents

that the survey will require voluntary participation. It simply means they have the right

to choose whether they will agree to participate in the survey. Next, the researchers will

inform the respondents about their anonymity in the study. This simply means that

their identities will be kept private. After informing them about their anonymity, the

researchers will clearly inform them about their privacy and confidentiality. This means

that all the information they will share, either the responses they will put in the

questionnaires or their personal information, will be between the researchers and the

27
respondents only and will not be disclosed publicly. Applying this consideration will help

the researchers gain the trust of their respondents and build a good relationship with

them. Following that, the researchers will educate the respondents about informed

consent. Here, the researchers will provide and explain to the respondents what their

product is all about, including the ingredients used in producing the product, to give the

respondents an idea before trying and consuming the product. Afterwards, the

researchers will explain and inform the respondents about the risks of the papaya brittle

so they are aware before trying it. The samples of papaya brittle were presented in

uniform sizes, the same serving temperature, and clean, odor-free containers.

Evaluations were given to the respondents upon the start of the taste testing. Once the

participants have been briefed on voluntary involvement, anonymity, privacy,

confidentiality, informed consent, and potential risks, the researcher will proceed to the

final phase, which involves communicating the results. The researchers need to explain

the findings of the study to the respondents in a clear and easy-to-understand manner

so that they can understand the results. The researcher did not utilize or include an

Assent letter in the data collection process because it is unnecessary, given that the

study exclusively targets college students of hospitality management who are 18 years

old and above.

9-Point Hedonic Scale

The product was assessed with the following scores and their descriptive ratings: (9)

Highly like; (8) Like very deeply; (7) Like moderately; (6) Lightly like; (5) Either like or

dislike; (4) Lightly dislike; (3) Dislike moderately; (2) Dislike deeply; and (1) Highly dislike.

Table 3.1: 9-Point Hedonic Scale

28
Scale Descriptive Equivalent

1 Highly dislike

2 Dislike deeply

3 Dislike moderately

4 Lightly dislike

5 Either like or dislike

6 Lightly like

7 Like moderately

8 Like very deeply

9 Highly like

29
5-point Likert Scale

The highest scale value is 5, which signifies 'Highly appropriate' pricing and is

associated with a statistical limit between 4.50 and 5.00. The next level is 4, indicating

'Appropriate' prices, with a statistical limit ranging from 3.50 to 4.49. A value of 3 on

the scale, denoted as 'Somewhat appropriate,' corresponds to a statistical limit between

2.50 and 3.49. The scale value of 2, labeled as 'Slightly appropriate,' aligns with the

statistical limit from 1.50 to 2.49. Finally, 1 labeled as 'Not Appropriate,' aligns with the

statistical limit from 1.00 to 1.49.

Table 3.2: 5-Point Likert Scale

Scale Statistical Limit Descriptive equivalents

5 4.50-5.00 Highly appropriate

4 3.50-4.49 Appropriate

3 2.50-3.49 Somewhat appropriate

2 1.50-2.49 Slightly appropriate

1 1.00-1.49 Not appropriate

Tools for Data Analysis

To answer problem 1, regression analysis will be to utilize to examine the relationship

between various factors (such as taste preferences, price sensitivity, packaging design) and

consumer behavior (such as purchase intent, frequency of purchase).

30
 To answer problem 2, the formula for the calculation of the total expense will

be:

Formula: Total Expenses=Raw Material Costs+Labor Costs+Overhead

Costs+Marketing+Distribution

Where it would aggregate all costs specific to its production. This includes the

cost of papayas, any additional ingredients (like sugar, water, and any flavorings), labor

costs for preparation and packaging, overhead (such as equipment and utility

expenses), and costs related to marketing and distribution. It's a comprehensive figure

indicating the investment required to produce the papaya brittle.

To answer problem 3, the formula for the calculation for proposed market price

will be:

Formula: Proposed Market Price=Total Expenses×(1+Profit Margin)

This calculation ensures that all costs are covered, and a specific profit margin is

achieved, while also considering what the market will bear to ensure competitiveness.

To answer problems 4 and 5, the researchers will use the Average Weighted

Mean. The formula is shown below.

Formula: WM= TWM/N

WM= Weighted Mean

TWM= Total of the products of weights multiplied by their respective frequencies

N= Number of respondents.

31
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34
Papaya Brittle Standard Recipe

Ingredients:

 70 grams Sugar
 1/4 tbsp Baking soda
 1/2 tbsp Butter
 1/4 tbsp Vanilla extract
 1/2 tbsp Honey
 1/2 tbsp Papaya
 20 grams Papaya bits (ripe)

Procedure:

Wash the Papaya thoroughly with clean water. Peel the papaya and slice the
papaya into a thin cut preferable at ⅛ inches. Place in a single layer with at least
1 inch between pieces. Put into a clean dry plastic mesh in a single layer. Leave
the papaya to dry under the sun for 4-5 days and flip it occasionally.

After the dried papaya process, proceed to the brittle procedure. Mix sugar,
honey, and water together and stir to get the sugar wet. Bring mixture of sugar,
vanilla extract, and honey up to a boil and cook until it reaches 265F.Stir in dried
papaya and butter. Cook to 310F. Off the heat, stir in the baking soda
thoroughly. Pour candy out onto a wax paper and spread out with an offset
spatula. Lastly Cool down and put it on a clean and sealed container.

Equipment:

 Spatula
 Non-stick pan
 100 grams circle plastic container
 Wax paper
 Bowl
 Measuring spoon
 Weigh scale
 Gas stove
 Knife
 Peeler
 Food thermometer
 Plastic mesh
 Chopping board

35