Acceptability of Innovated Potato Fries Flavor . . .

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

1.1 Background of the Study

Filipinos love potato fries. The potato snack-which first appeared as a kind of street food

in Paris in 1840 was likewise embraced by Americans who turned it into the perfect sidekick for

burgers. The Americans came to the Philippines and brought their food with them. These days

French fries are made purely from potatoes. (SPOT.ph, 2010) Simon Cotton 2017 stated that in

1912, Louis-Camille Maillard reported to the French Academy that when he heated solutions of

amino-acids and sugars together, a yellow-brown colour was formed. The Maillard reaction occurs

between an amino acid and a reducing sugar; apart from brown colours, small, volatile, molecules

responsible for odors and flavors are also formed. 1990, McDonald's cooked their fries in a mixture

that was about 7 per cent cottonseed oil and 93 per cent beef tallow in 1990. They switched to pure

vegetable oil in a bid to lower the cholesterol content, but needed to add chemicals to retain the

characteristic taste. Tests on potatoes that had been deep-fried in beef tallow-hydrogenated

vegetable oil mixtures suggest that the molecules responsible for this flavour are carboxylic acids

including butanoic, 2- and 3- methylbutanoic, heptanoic, 4-methyloctanoic, and nonanoic acids

(as well as some unsaturated acids derived from linoleic acid, including Z-4-heptenoic acid and E-

2-octenoic acid) wherein, the cut potatoes are fried for less than a minute before getting frozen and

sent to McDonald’s locations. At the restaurant, those frozen strips are cooked in oil and salt before

getting landing on your tray in that red box.(Marissa Laliberte,2015)

Currently, many fast food chains are offering potato fries with varieties of flavors. In potato

corner, it can be shared by two or three people which comes in plain cheese, barbeque, or sour

cream flavors. Burger King offers crunchy fries dipped in ketchup which further enhances the
Acceptability of Innovated Potato Fries Flavor . . . 2

taste. McDonalds’ fries is popular in the mildness of potato taste and savored lightly in salted fry.

Aside from ketchup, their fries tastes great when dipped in mayonnaise. Wham! Burgers’ fries has

been considered by its thickness and tasty flavor enough to have a little crunch and describes as

hefty enough to keep customers satisfied. KFC’s fries was lightly coated with seasoning and served

with the KFC gravy. On the other hand, Wendy’s fries are often long and thick enough taste great

when dipped in Wendy’s Caesar Salad while Army Navy Burger Burito’s fries are popular in its

crunchy thin fries and chili kick. Sango Fries make up for being short and fat with its earthy taste

with little bit of salt and enough crunchy fries. (Spot, 2010)

There are many ways to cook potato fries. It can be matchstick fries and steak fries, crinkle-

cut fries and waffle fries; cheese fries and sweet potato fries. In this study, the researchers will

tackle about the different flavored fries whether salty, sweet, sour and savory applied to potato

fries. In order to provide basis with regards to respondents’ choice in potato fries flavor, the

researchers will make an experiment and discover what is the best flavor for fries. According to

Leslie Ye, choice is an ability to make decision when presented with two or more options and one

of the reasons on how people decide on a particular thing is considering the needs that are meant

to satisfy. In this study, the respondents were given freedom to choose on what potato fries flavor

they prefer in terms of texture, color, and aroma to determine the most preferred flavor.

1.2 Statement of the Problem

The study will determine the customers’ taste preference to make a basis on innovating

potato fries flavor.

Specifically, the study sought to answer the following questions:

Acceptability of Innovated Potato Fries Flavor . . . 3

1. What is the level of acceptability of the product to the Senior High School students by

considering the following variables:

1.1 Taste

1.2 Texture

1.3 Affordability

1.4 Presentation

2. What is the most preferred innovated potato fries flavor to propose to the public

market?

1.3 Scope and Delimitation

The general intent of this study is to provide a basis with regards to the consumers’ choice

in choosing potato fries flavor focusing on the students of STI College Lucena as the respondents.

This study will mainly identify and assess the different flavors that will innovate the potato

fries. Moreover, this study yearns to identify the most preferred potato fries’ flavor in terms of

sweetness, sour, bitter and savory. The point of view of the respondents’ is based on their chosen

flavor and how the researchers conduct the study.

This study will be conducted with limited amount of students specifically business and culinary

students as the respondents at STI College Lucena.

1.4 Significance of the Study

This study focuses on determining the most preferred innovated potato fries flavour from

the customers taste preference. From the result of this study, a proposed plan of actions can be

created towards innovating potato fries flavors, the following may be benefited:
Acceptability of Innovated Potato Fries Flavor . . . 4

To Entrepreneurs. The result of this study gives a brighter view on innovating potato fries flavors.

Through this, the entrepreneurs may be equipped with concrete data and information to be

provided by this study.

To Business-Related teachers. The result of the study may enlighten the entrepreneurship and

marketing teachers in terms of the information to be provided by this study. In this way, the

experience he/she may be adjusted to the lives of the learners meaningfully.

To Business-major students. As the main beneficiaries of the study, students may be provided

with more responsive and proactive services from the teachers.

To the future researchers. The results of the study may be used as a reference for future

researchers whose endeavor is the same with the goal of this research. This could be used as their

reference to improve the study.

1.5 Theoretical Framework

Glasser’s Theory. Choice Theory, developed by Dr. William Glasser, is the explanation

of human behavior based on internal motivation. As Dr. Glasser explains in the most recent of his

widely read books, Choice Theory, all of our behavior is chosen as we continually attempt to meet

one or more of five basic needs that are part of our genetic structure. Potato fries is a food which

is one of the basic needs of human. This theory relates to the preferences of the consumers on

choosing a particular flavor for potato fries. Through this theory the researchers will have a basis

on how the consumers choose.

The theory of numbers guides the researchers on how many major elements will be in a

dish or meal so it is visually pleasant and digestible. Relating to the amount of ingredients should

be added, the quantity of the potato used and how many fries should be prepared.
Acceptability of Innovated Potato Fries Flavor . . . 5

The theory of color and texture brings different nutrients into the dish and holds the

interest of the eater that is important for chewing and digestion. In relation to the nutrients of the

ingredients used, the color must not disgust the consumers and most importantly it should not be

hard.

The theory of balance looks at a variety of cooking methods to prevent boredom for the

cook and the eater. In the said theory, the potato fries should not be over cooked and should not

also be under cooked. In order to balance, while cooking the fries the heat should be in exact

temperature.

The theory of five tastes—sweet, salty, sour, pungent (hot), and bitter—helps a cook fixes

a dish that is out of balance. Thus the flavors should be considered, consumers have different taste

buds when it comes in the taste of food so the potato fries should be in balance taste not too salty,

sweet but has enough of sour, salty or sweet.

The theory of “substance, flavor, strength” (SFS) also guides a cook on how to fix an

imbalanced dish. Substance is the body weight of the dish, its thickness or thinness. Flavor comes

from ingredient choice; sometimes this brings taste (garlic, ginger) and sometimes not (rice,

water). Strength is the quantity of any ingredient. These three attributes are interdependent. Change

the substance of something too thick by adding more liquid, and it will alter the strength of flavour

in relation to the substitute ingredients or flavors to be applied in potato fries. When applying

different ingredients, the researchers have to consider the quantity of the ingredients that should

be exact to avoid too salty fries. The flavor should bring the expected taste of the consumers and

the substance, be enough to fill the consumers stomach not too much but also not too less.

Consumer theory is the study of how people decide to spend their money, given their

preferences and budget constraints. A branch of microeconomics, consumer theory shows how
Acceptability of Innovated Potato Fries Flavor . . . 6

individuals make choices, given restrains, such as their income and the prices of goods and

services. Through consumer theory, we are better able to understand how individuals’ tastes

and incomes influence the demand curve. These choices are among the most critical factors,

shaping the overall economy. In the said theory, consumer have their own budgets like for food.

They always consider the price of the product. Most of the consumers dislike expensive foods.

Since potato fries is not too much costly, they can purchase potato fries based on the quantity they

want.

1.6 Research Paradigm

INPUT PROCESS OUTPUT

1. What is the level of 1. Distribution of 1. Determining the
acceptability of the product Questionnaire to most preferred
to the Senior High School the Customer potato fries flavor
students by considering the
Respondents with the help of
ff. variables:
2. Computation theories
a. Taste 3. Data Gathering
b. Texture Analysis
c. Affordability
d. Presentation
2. What is the most
preferred innovated potato
fries flavour to propose to
the public?

Figure 1.

The figure represents the input-process-output of the respondents. The input of the study

shows the demographic profile of the respondents and their perceptual responses, as well as

determining their most preferred innovated potato fries flavor. The process includes the focus

group study and the distribution of questionnaires, observation, computation and data gathering

analysis. The output of the study is to determine the most preferred innoated potato fries flavor.
Acceptability of Innovated Potato Fries Flavor . . . 7

1.7 Hypothesis

Alternative Hypothesis: The Senior High School students of STI College Lucena will choose

one from the innovated potato fries flavour.

Null Hypothesis: The Senior High School students of STI College Lucena will not choose one

from the innovated potato fries flavour.

1.8 Definition of Terms

The following terms and phrases are defined conceptually and operationally to understand

their uses in this study:

Preference. Refers to a choice or the right to choose (Vocabulary com). Refers to certain

characteristics any consumer wants to have in a good or service to make it preferable

(m.economics.com)

Innovation. The process of translating an idea or invention into a good or service that creates

value. In business, it often results when ideas are applied by the company in order to further satisfy

the needs and expectations of the customers (Business Dictionary).

Appetizer. A part of a meal that is served before the main course. (Vocabulary.com)

Potato. A white vegetable with a brown or reddish skin which grows underground and is used for

food, or the plant on which this grows (Cambridge Dictionary).

Tuber. A much thickened underground part of a stem or rhizome, e. g. in potato, serving as a food

reserve and bearing buds from which new plants arise (Oxford Dictionary).

Presentation. A formal submission or delivery of a document or negotiable instrument for the

appropriate notice or action (acceptance, negotiation, payment, etc.) of the named entity (Business
Acceptability of Innovated Potato Fries Flavor . . . 8

Dictionary). It is the appearance of something, which someone has worked to create (Collins

Dictionary).

Taste. The sensation of flavor perceived in the mouth and throat on contact with a substance

(Oxford Dictionary).

Cultivation. The act of cultivating or to foster the growth of crops and other growing plants

(Merriam-Webster Dictionary).

Versatility. The quality of being versatile or being able to change easily or to be used for different

purposes (Cambridge Dictionary).

Execute. To do or perform an action or movement that requires skill (Merriam-Webster

Dictionary).