Term Paper (Final)

De La Salle University- Dasmariñas 1

Dasmariñas City, Cavite

UTILITY AND BUDGET ALLOCATION OF DE LA SALLE UNIVERSITY - DASMARIÑAS STUDENTS FOR

STARBUCKS FRAPPUCCINO

A Term Paper Presented toThe Faculty of the Allied Business Department

College of Business AdministrationDe La Salle University-Dasmariñas

City of DasmariñasCavite

In Partial FulfillmentOf the Requirements for the Course

Microeconomic TheoryECON201a

Bautista, Lourene V.Berona, Patrick C.

Lontoc, Camille Anne R.Villaluna, Mikee Abigail C.

BSA21

February 17, 2014



TABLE OF CONTENTS

Title Page…………………………………………………………………………...1

Table of Contents…………………………………………………………………...2

Introduction …………………………………………………………………….3

Background of the Study …………………………………………………. 3

Statement of the Problem …………………………………………………. 4

Objectives of the Study …………………………………………………… 5

Hypotheses of the Study. …………………………………………………. 5

Significance of the Study…………………………………………………...6

Scope and Limitation ………………………………………………………7

Review of Related Literature ……………………………………………... 8

Conceptual Framework……………………………………………………..26

Methodology…………………………………………………………………...28

Results and Discussion …………………………………………………….. 31

Conclusion and Recommendation………………………………………. 49

References…………………………………………………………………………50

Appendices ……………………………………………………………………….52



CHAPTER I

INTRODUCTION

Background of the Study

Today, advertisement emanates in a wide variety of range from televisions

and radios to billboards, magazines, newspapers and even in the internet. With this

fact, individual businesses take the opportunity to market their products in the best

efficient way possible for their products to be famous. Among the most marketed

products, nowadays, is coffee.

Filipinos are natural consumers of coffee. They start their day drinking

coffee, even during break time or at night when they are doing their class or office

requirements. Coffee industries are well-aware of this fact that they produce coffee

products that are unique and exceptional for consumers to patronize. One of the

biggest and popular coffee companies not only in the Philippines but in the world

is Starbucks Coffee Company. Starbucks, as most people would call it, was a name

inspired by Moby Dick and was opened initially on 1971 as a single store in

Seattle’s historic Pike Place Market. Their everyday service has a goal of two

things: to share great coffee with friends and to help make the world a little bit



better. They had a vision of putting up a place for conversation and a sense of

community. A third place between work and home. With this vision, Starbucks

became popular and had over 18,000 stores in 62 countries worldwide.

In the Philippines, Starbucks coffees and other products are considered

affordable luxuries serving high-quality products with its light ambience and well-

rounded staff and crew that over the years it gained consumers. This demand of

consumers fuelled our desire to conduct a study for generally determining their

total and marginal utilities and budget allocation for Starbucks Frappuccino.

Statement of the Problem

“Starbucks” – a coffee company that sells high-quality whole bean coffees

– have, over the years, increased its net sales to about 25% according to some

researchers because of its affordable luxury products. Its primary target market

includes both men and women aged 25-40 years old but due to its prevalence, its

products are marketed even to different market segments and demographics. Due

to this, the proponents of this study aim to determine the Utility and budget

allocation of DLSU-D students for Starbucks Frappuccino. Specifically, this study

aims to answer the following questions:

1. What is DLSU-D students’ total utility from consuming Starbucks

Frappuccino?



2. What is DLSU-D students’ marginal utility from consuming Starbucks

Frappuccino?

3. What is the average budget allocation of DLSU-D students in consuming

Starbucks Frappuccino?

4. What is the effect of price change on the quantity demanded of Starbucks

Frappuccino?

Objectives of the Study

Generally, this study aims to determine the utility and budget allocation of

DLSU-D students for Starbucks Frappuccino.

Specifically it aims:

To determine DLSU-D students’ total utility from consuming Starbucks

Frappuccino

To determine DLSU-D students’ marginal utility from consuming

Starbucks Frappuccino

To determine the average budget allocation of DLSU-D students in

consuming Starbucks Frappuccino

To determine the effect of price change on the quantity demanded of

Starbucks Frappuccino



Hypotheses of the Study

Since the purpose of this study is to determine the utility and budget

allocation of De La Salle University – Dasmariñas (DLSU-D) students for

Starbucks Frappuccino, the proponents, in relation to Microeconomic Theory,

formulated the following hypotheses:

1. There is a negative relationship between the price and the quantity

demanded of Starbucks Frappuccino.

2. As more of Starbucks Frappuccino is consumed, less utility is added from

the last unit consumed.

3. There is a positive correlation between Consumption and Weekly

Allowance as well as Consumption and Budget Allocation.

Significance of the Study

This study that aims to ascertain and analyze in a profound manner the

utility and budget allocation of De La Salle University – Dasmariñas (DLSU-D)

students for Starbucks Frappuccino will benefit first, the consumers themselves

because this study will reveal their unrealized perceptions about Starbucks

Frappuccino. It will also unravel their identities as purchasers of goods and

services. Through this study, the consumers will be aware of how their budgets are

limited and how it will be effectively allocated such that their satisfaction for



consuming Starbucks Frappuccino will be maximized. Second, this study will

benefit the coffee industries in a way that they will be aware of the maximum

budget allocation of consumers in purchasing their products so that they will be

able to maximize their profit and sales. Finally, this study will benefit students

such that they will be aware of economic concepts such as total and marginal

utilities and effects of budget constraint to consumption.

Scope and Limitations

This study focuses on determining and vividly elaborating the total and

marginal utilities of De La Salle University – Dasmariñas (DLSU-D) students for

Starbucks Frappuccino and their budget allocation for such product. It will also

discuss how age, gender, size of household and budget allowance affects quantity

demanded for Starbucks Frappuccino. This study is not limited to only

determining the average budget allocation of DLSU-D students for Starbucks

Frappuccino but also to determine their consumption for such product given a

limited budget. It will also cover how an increase in budget will affect their

consumption for Starbucks Frappuccino.



CHAPTER II

REVIEW OF RELATED LITERATURE

The Utility Theory of Demand

Why do you buy the goods and services you do? It must be because they

provide you with satisfaction—you feel better off because you have purchased

them. Economists call this satisfaction utility.

Utility is an economic term referring to the total satisfaction received from

consuming a good or service. The utility theory explains consumer behavior in

relation to the satisfaction that a consumer gets the moment he consumes a good.

When we speak of utility in economics, we refer to the satisfaction or benefit that a

consumer derives of his consumption. The utility theory of demand assumes that

satisfaction can be measured. The unit of measure of utility is called utils.

The concept of utility is an elusive one. A person who consumes a good

gains utility from eating that good. But we cannot measure this utility the same

way we can measure that goods’ weight or calorie content. There is no scale we

can use to determine the quantity of utility that good generates.

When we speak of maximizing utility, then, we are speaking of the

maximization of something we cannot measure. We assume, however, that each



consumer acts as if he or she can measure utility and arranges consumption so that

the utility gained is as high as possible.

Total Utility

If we could measure utility, total utility would be the number of units of

utility that a consumer gains from consuming a given quantity of a good, service,

or activity during a particular time period. The higher a consumer’s total utility, the

greater that consumer’s level of satisfaction.

Panel (a) of Figure 1.1, “Total Utility and Marginal Utility Curves” shows

the total utility Henry Higgins obtains from consuming Good X. In drawing his

total utility curve, we are imagining that he can measure his total utility. The total

utility curve shows that when Mr. Higgins consumes no good x during a month, his

total utility from consuming good x is zero. As he increases the number of

consumption he sees, his total utility rises. When he consumes 1 good x, he obtains

36 units of utility. When he consumes 4 of good x, his total utility is 101. He

achieves the maximum level of utility possible, 115, by consuming 6 of good x per

month. Consuming the seventh movie adds nothing to his total utility.



Figure 1. Total Utility and Marginal Utility Curves



Panel (a) shows Henry Higgins’s total utility curve for consuming good x.

It rises as the number of consumption increases, reaching a maximum of 115 units

of utility at 6 of good x per month. Marginal utility is shown in Panel (b); it is the

slope of the total utility curve. Because the slope of the total utility curve declines

as the number of consumption increases, the marginal utility curve is downward

sloping.

Mr. Higgins’s total utility rises at a decreasing rate. The rate of increase is

given by the slope of the total utility curve, which is reported in Panel (a) of

Figure 1.1, “Total Utility and Marginal Utility Curves” as well. The slope of the

curve between 0 good x and 1 good x is 36 because utility rises by this amount

when Mr. Higgins consumes his first good x in the month. It is 28 between 1 and 2

good x, 22 between 2 and 3, and so on. The slope between 6 and 7 good x is zero;

the total utility curve between these two quantities is horizontal.

Marginal Utility

It can be described as the extra, satisfaction which a consumer gets from

consuming additional unit of a good. More precisely, it is defined as the addition to

the total utility obtained from the consumption of one more unit. It is the amount

by which total utility rises with consumption of an additional unit of a good,



service, or activity, all other things unchanged, is marginal utility. The first good x

Mr. Higgins consumes increases his total utility by 36 units. Hence, the marginal

utility of the first good x is 36. The second increases his total utility by 28 units; its

marginal utility is 28. The seventh good x does not increase his total utility; its

marginal utility is zero. Notice that in the table marginal utility is listed between

the columns for total utility because, similar to other marginal concepts, marginal

utility is the change in utility as we go from one quantity to the next. Mr. Higgins’s

marginal utility curve is plotted in Panel (b) of Figure 1.1, “Total Utility and

Marginal Utility Curves” The values for marginal utility are plotted midway

between the numbers of good x consumed. The marginal utility curve is downward

sloping; it shows that Mr. Higgins’s marginal utility for good x declines as he

consumes more of them.

Mr. Higgins’s marginal utility from good x is typical of all goods and

services. Suppose that you are really thirsty and you decide to consume a soft

drink. Consuming the drink increases your utility, probably by a lot. Suppose now

you have another. That second drink probably increases your utility by less than

the first. A third would increase your utility by still less. This tendency of marginal

utility to decline beyond some level of consumption during a period is called

the law of diminishing marginal utility. This law implies that all goods and services

eventually will have downward-sloping marginal utility curves. It is the law that



lies behind the negatively sloped marginal benefit curve for consumer choices that

we examined in the chapter on markets, optimizers, and efficiency.

One way to think about this effect is to remember the last time you ate at an

“all you can eat” cafeteria-style restaurant. Did you eat only one type of food? Did

you consume food without limit? No, because of the law of diminishing marginal

utility. As you consumed more of one kind of food, its marginal utility fell. You

reached a point at which the marginal utility of another dish was greater, and you

switched to that. Eventually, there was no food whose marginal utility was great

enough to make it worth eating, and you stopped.

What if the law of diminishing marginal utility did not hold? That is, what

would life be like in a world of constant or increasing marginal utility? In your

mind go back to the cafeteria and imagine that you have rather unusual

preferences: Your favorite food is creamed spinach. You start with that because its

marginal utility is highest of all the choices before you in the cafeteria. As you eat

more, however, its marginal utility does not fall; it remains higher than the

marginal utility of any other option. Unless eating more creamed spinach somehow

increases your marginal utility for some other food, you will eat only creamed

spinach. And until you have reached the limit of your body’s capacity (or the

restaurant manager’s patience), you will not stop. Failure of marginal utility to

diminish would thus lead to extraordinary levels of consumption of a single good



to the exclusion of all others. Since we do not observe that happening, it seems

reasonable to assume that marginal utility falls beyond some level of consumption.

Maximizing Utility

Economists assume that consumers behave in a manner consistent with the

maximization of utility. To see how consumers do that, we will put the marginal

decision rule to work. First, however, we must reckon with the fact that the ability

of consumers to purchase goods and services is limited by their budgets.

The Budget Constraint

The total utility curve in Figure 1.1, “Total Utility and Marginal Utility

Curves” shows that Mr. Higgins achieves the maximum total utility possible from

good x when he consumes six of them each month. It is likely that his total utility

curves for other goods and services will have much the same shape, reaching a

maximum at some level of consumption. We assume that the goal of each

consumer is to maximize total utility. Does that mean a person will consume each

good at a level that yields the maximum utility possible?

The answer, in general, is no. Our consumption choices are constrained by

the income available to us and by the prices we must pay. Suppose, for example,

that Mr. Higgins can spend just $25 per month for food and that the price of good x



is $5. To achieve the maximum total utility from good x, Mr. Higgins would have

to exceed his food budget. Since we assume that he cannot do that, Mr. Higgins

must arrange his consumption so that his total expenditures do not exceed

his budget constraint: a restriction that total spending cannot exceed the budget

available.

Suppose that in addition to movies, Mr. Higgins enjoys good y, and the

average price of good y is $10. He must select the number of good x he sees and

good y he attends so that his monthly spending on the two goods does not exceed

his budget.

Individuals may, of course, choose to save or to borrow. When we allow

this possibility, we consider the budget constraint not just for a single period of

time but for several periods. For example, economists often examine budget

constraints over a consumer’s lifetime. A consumer may in some years save for

future consumption and in other years borrow on future income for present

consumption. Whatever the time period, a consumer’s spending will be constrained

by his or her budget.

To simplify our analysis, we shall assume that a consumer’s spending in

any one period is based on the budget available in that period. In this analysis

consumers neither save nor borrow. We could extend the analysis to cover several

periods and generate the same basic results that we shall establish using a single



period. We will also carry out our analysis by looking at the consumer’s choices

about buying only two goods. Again, the analysis could be extended to cover more

goods and the basic results would still hold.

Applying the Marginal Decision Rule

Because consumers can be expected to spend the budget they have, utility

maximization is a matter of arranging that spending to achieve the highest total

utility possible. If a consumer decides to spend more on one good, he or she must

spend less on another in order to satisfy the budget constraint.

The marginal decision rule states that an activity should be expanded if its

marginal benefit exceeds its marginal cost. The marginal benefit of this activity is

the utility gained by spending an additional $1 on the good. The marginal cost is

the utility lost by spending $1 less on another good.

How much utility is gained by spending another $1 on a good? It is the

marginal utility of the good divided by its price. The utility gained by spending an

additional dollar on good X, for example, is

This additional utility is the marginal benefit of spending another $1 on the good.

Suppose that the marginal utility of good X is 4 and that its price is $2.

Then an extra $1 spent on X buys 2 additional units of utility



( ). If the marginal utility of good X is 1 and its price is

$2, then an extra $1 spent on X buys 0.5 additional units of utility (

).

The loss in utility from spending $1 less on another good or service is

calculated the same way: as the marginal utility divided by the price. The marginal

cost to the consumer of spending $1 less on a good is the loss of the additional

utility that could have been gained from spending that $1 on the good.

Suppose a consumer derives more utility by spending an additional $1 on

good X rather than on good Y:

Equation 1 .1

The marginal benefit of shifting $1 from good Y to the consumption of

good X exceeds the marginal cost. In terms of utility, the gain from spending an

additional $1 on good X exceeds the loss in utility from spending $1 less on good

Y. The consumer can increase utility by shifting spending from Y to X.

As the consumer buys more of good X and less of good Y, however, the

marginal utilities of the two goods will change. The law of diminishing marginal

utility tells us that the marginal utility of good X will fall as the consumer

consumes more of it; the marginal utility of good Y will rise as the consumer



consumes less of it. The result is that the value of the left-hand side of Equation 1.1

will fall and the value of the right-hand side will rise as the consumer shifts

spending from Y to X. When the two sides are equal, total utility will be

maximized. In terms of the marginal decision rule, the consumer will have

achieved a solution at which the marginal benefit of the activity (spending more on

good X) is equal to the marginal cost:

Equation 1.2

We can extend this result to all goods and services a consumer uses. Utility

maximization requires that the ratio of marginal utility to price be equal for all of

them, as suggested in Equation 1.3:

Equation 1.3

Equation 1.3 states the utility-maximizing condition: Utility is maximized

when total outlays equal the budget available and when the ratios of marginal

utilities to prices are equal for all goods and services.

Consider, for example, the shopper introduced in the opening of this

chapter. In shifting from cookies to ice cream, the shopper must have felt that the

marginal utility of spending an additional dollar on ice cream exceeded the

marginal utility of spending an additional dollar on cookies. In terms of



Equation 1.1, if good X is ice cream and good Y is cookies, the shopper will have

lowered the value of the left-hand side of the equation and moved toward the

utility-maximizing condition, as expressed by Equation 1.1.

The Problem of Divisibility

If we are to apply the marginal decision rule to utility maximization, goods

must be divisible; that is, it must be possible to buy them in any amount. Otherwise

we cannot meaningfully speak of spending $1 more or $1 less on them. Strictly

speaking, however, few goods are completely divisible.

Even a small purchase, such as an ice cream bar, fails the strict test of being

divisible; grocers generally frown on requests to purchase one-half of a $2 ice

cream bar if the consumer wants to spend an additional dollar on ice cream. Can a

consumer buy a little more movie admission, to say nothing of a little more car?

In the case of a car, we can think of the quantity as depending on

characteristics of the car itself. A car with a compact disc player could be regarded

as containing “more car” than one that has only a cassette player. Stretching the

concept of quantity in this manner does not entirely solve the problem. It is still

difficult to imagine that one could purchase “more car” by spending $1 more.



Remember, though, that we are dealing with a model. In the real world,

consumers may not be able to satisfy Equation 1.3 precisely. The model predicts,

however, that they will come as close to doing so as possible.

Indifference Preference Theory

Another theory explaining consumer behavior is the indifference preference

theory. Economist Vilfredo Pareto developed this modern approach to consumer

behavior. Under this, that analysis of consumer behaviour is described in terms of

consumer preferences of various combinations of goods and services depending on

the nature, rather than from the measurability of satisfaction in our previous

discussion of the utility theory. Under the latter theory, consumer's taste and

preferences were presented by the way of total and marginal utility.

Indifference Curve

An indifference curve is a locus of points each of which represents a

combination of goods and services that will give equal level of satisfaction to a

consumer. To illustrate this, we consider an individual who prefer a combination of

2 goods, say, food and clothing. Table 3 shows the combination of the quantities of

the commodities that a consumer prefers. Let us assume that he is indifferent to

any of the combination of food and clothing.



Starbucks

Starbucks Corporation is an American global coffee company and

coffeehouse chain based in Seattle, Washington. Starbucks is the largest

coffeehouse company in the world, with 20,891 stores in 62 countries, including

13,279 in the United States, 1,324 in Canada, and 806 in the United Kingdom. In

addition, Starbucks is an active member of the World Cocoa Foundation.

Starbucks locations serve hot and cold beverages, whole-bean coffee,

microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell

pre-packaged food items, hot and cold sandwiches, and items such as mugs

and tumblers. Starbucks Evenings locations also offer a variety of beers, wines,

and appetizers after 4pm. Through the Starbucks Entertainment division and Hear

Music brand, the company also markets books, music, and film. Many of the

company's products are seasonal or specific to the locality of the store. Starbucks-

brand ice cream and coffee are also offered at grocery stores.

From Starbucks' founding in 1971 as a Seattle coffee bean roaster and

retailer, the company has expanded rapidly. Since 1987, Starbucks has opened on

average two new stores every day. Starbucks had been profitable as a local

company in Seattle in the early 1980s but lost money on its late 1980s expansion



into the Midwest and British Columbia. Its fortunes did not reverse until the fiscal

year of 1989-1990, when it registered a small profit of $812,000. By the time it

expanded into California in 1991 it had become trendy. The first store outside the

United States or Canada opened in Tokyo in 1996, and overseas stores now

constitute almost one third of Starbucks' stores. The company planned to open a net

of 900 new stores outside of the United States in 2009, but has announced 300

store closures in the United States since 2008.

History of Starbucks

The history of Starbucks starts back in 1971 when the first store opened in

Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea

from Alfred Peet (of Peet's Coffee fame). The store initially sold just coffee beans

and coffee making equipment rather than the drinks they have become so famous.

After about 10 years, Howard Schultz was hired as Director of Retail Operations

and came to the conclusion that they should be selling drinks rather than just beans

and machines. He couldn't convince the owners, so he went his own way to start

the Il Giornale chain of coffee bars in 1986.

The next year, Baldwin and the others sold Starbucks to Schultz who then

renamed his Il Giornale locations to Starbucks and quickly started to expand. After

conquering Seattle, the chain spreads across the United States and then



internationally. The first location outside of North America was in Tokyo and they

still have a sizable presence in Japan today. Over the course of its history,

Starbucks has bought or acquired companies like Peet's and Seattle's Best Coffee,

and took over many locations of Coffee People and Diedrich Coffee stores. In the

1990s, Starbucks was offering stock options to employees and went public. Today,

Starbucks has expanded to more than 17,000 stores in 55 countries around the

world. Their biggest presence is still in the United States, with 11,000 locations.

You can find a Starbucks in such diverse nations as Chile, Romania, Bahrain and

Bulgaria. The most recent expansion was to Budapest in June of 2010.

The company’s logo was initially a wood-cut style image of a 2-tailed

mermaid or siren, but it has undergone a lot of changes over time. The historical

original design had the mermaid with bare breasts, but the modern version has

become more stylized and her hair covers her body.

The name comes from Captain Ahab's first mate in the classic novel Moby

Dick, who was named Starbuck. Aside from the ubiquitous coffee shops, they also

own the Hear Music label and Ethos bottled water. Though they are

unquestionably a successful company, Starbuck's history does have its share of

controversy. Their habit of taking over other smaller businesses and forcing out

competitors have given Starbucks the reputation of being too corporate and too

powerful for the laid-back world of coffeehouses. The chain has also had lawsuits



involving their tip policies for their employees. But they also promote Fairly

Traded coffee products and have also made strides in recycling with their paper

cups and and supplies. So the history of Starbucks really does have both its ups and

downs in terms of public perception and opinion.

Why has Starbucks’ customer satisfaction scores declined?

Starbucks customer satisfaction scores began to decline despite the fact of

Starbucks’ overwhelming presence and convenience. There was very little image

or product differentiation between Starbucks and the smaller coffee chains.

However, there was a significant differentiation between Starbucks and the

independent specialty coffeehouses. The brand image of Starbucks also had some

rough edges. More customers were beginning to agree with the fact the Starbucks

cared primarily about making money and building more stores. Also, despite the

high customer snapshot scores customer satisfaction scores were declining. It was

believed that there was a service gap between Starbucks scores on key attributes

and customer satisfaction. In polls by customers “improvements to service,”

particularly speed of service, was most mentioned for improvement.

Has the company’s service declined or is it simply measuring satisfaction the

wrong way?



The overall company service has not necessarily declined. Overall,

customers are pleased with the cleanliness, atmosphere, and product quality.

However, wait time is steadily increasing. This is the main problem. While some

people go to Starbucks for the experience, many people get their coffee and are out

the door. Therefore, wait time is exceedingly important. This is where the

satisfaction has begun to decline. While wait time is a part of customer satisfaction

it is not the only thing that determines customer satisfaction. The satisfaction level

of customers also varies with the type of customer. Customers that visit more

often, spend more often, and are more loyal tend to be more highly satisfied. Also,

Starbucks is measuring much on how people view the company, as trying to

expand and make more money, rather than how people view the coffee. Generally

customers are satisfied with the coffee. While customer service has declined some,

the main issue that should be addressed is the view itself of the Starbucks

organization.

What would it take to ensure that this customer is highly satisfied?

To ensure that the customer is highly satisfied with every element of the

their Starbucks experience, there are a few key factors, aside from the coffee itself

that the Starbuck’s stores and its employees must exhibit. From a Starbuck’s

survey in 2002, a clean store was the number one factor leading to customer



satisfaction, with 83%. If a store appears clean and has a high sanitation grade,

customers will be assured that what they are consuming has been made from and

kept in a clean environment.

Convenience is the next factor leading to customer satisfaction, with 77%.

Starbuck’s has done an excellent job with saturating the market. Customers love

having a Starbuck’s location on their normal traffic route, therefore not having to

drive out of their way for a cup of coffee. Having the drive-thru service has also

made a positive impact for the convenience factor. Other factors that ranked highly

for customer satisfaction were being treated as a valuable customer (75%) and

friendly staff (73%).



CHAPTER III

CONCEPTUAL FRAMEWORK

Figure 2. Conceptual Framework for the Utility and Budget Allocation of

DLSU-D students for Starbucks Frappuccino

Price of Starbucks Frappuccino

Weekly Allowance

Allocated Budget for Starbucks Frappuccino

CONSUMER CHOICE FACTORS

Quantity Demanded of DLSU-D Students for Starbucks Frappuccino

Total Utility and Marginal Utility of DLSU-D Students in consuming Starbucks Frappuccino



The conceptual framework presented depicts the effect of the independent

variables to the dependent variables. In this case, the independent variables are: the

price of Starbucks Frappuccino, the allocated budget for Starbucks Frappuccino,

and the respondents' weekly allowance. On the other hand, the dependent variables

are the quantity demanded of DLSU-D students for Starbucks Frappuccino and the

total and marginal utilities of DLSU-D students in consuming the product.

According to the Law of Demand, all else equal, quantity demanded and

the price of a commodity are inversely related. Thus, if the price of a commodity

increases, quantity demanded decreases and vice versa.

Additionally, according to the very essence of budget constraint,

consumer's choice of goods to consume is dependent on the consumer's budget

thus, relating to the above-presented conceptual framework, if the consumers were

to allot a specific amount of their allowances to Starbucks Frappuccino a question

will arise: "How many tall-sized Starbucks Frappuccino will they consume?" Thus,

given their limited budgets and the price of the good (Starbucks Frappuccino)

come the respective effects on quantity demanded and utilities for the

consumption.



CHAPTER IV

METHODOLOGY

The aim of this chapter is to describe the methodology used in this study, to

depict the procedures applied in gathering the data and to explain the statistical

instruments used in analyzing and interpreting the data gathered.

Participants

The participants of the study are composed of 100 randomly selected

students of De La Salle University-Dasmariñas. College students will best suit the

purpose of the survey because it focused on the satisfaction of a consumer for a

well-known product, the Starbucks Frappuccino.

Data Gathering

Online poll was first used by the researchers to determine the specific good

that will give the highest probability of having respondents. After determining

such, online and written surveys were administered to reach the possible maximum

number of respondents depending on the circumstances. Aiming for a larger scope

may give the researchers more reliable results. The online survey was created by

the researchers in a certain website and thoroughly shared it to DLSU-D students

in a social networking site. The researchers gathered the data through executing the



snowball sampling. Through this, the researchers were able to reach the target

population easily. Marginal utility may be a strange topic to several DLSU-D

students, therefore, survey questions were simplified and an ordinal ranking was

used to effectively reach the goal. The researchers also made use of the Online

Public Access Catalog (OPAC) of the Aklatang Emilio Aguinaldo to further study

the topic and analyze the results with the help of some related literary documents.

Data Analysis

To realistically determine the total and incremental satisfaction and the

average budget allowance of a DLSU-D student, apportioned to the consumption

of Starbucks Frappuccino, as well as the effect of price change on a consumer’s

demand for a good, the researchers used a descriptive approach. According to

Nebeker(2007), a descriptive study is one in which information is collected without

changing the environment, or without manipulating any variable. This entails that

data will be recorded and simplified through statistical concepts such as averages

and percentages while the researchers only describe the actual results without any

further experimentation. The purpose of identifying variables is to sensibly test and

prove the truthfulness of the economic theories such as the total and marginal

utility, and demand for a certain good. The independent variable is the incremental

satisfaction a consumer gets from consuming Starbucks Frappuccino while the



dependent variables are the units of the good consumed each day and the price of

it.

The researchers used a descriptive statistics which is comprised of basic

measures, frequency distribution, percentages and averages. Basic measure such as

the mean, median and mode were used to determine the average rate of satisfaction

for Starbucks Frappuccino and to know the most frequent answer of the

respondents for the price at which the consumer increases or decreases demand and

wherein a consumer still gets a positive amount of satisfaction, respectively. The

researchers also used other methods such as Analysis of Variance (ANOVA),

Correlation Matrix, and the like.



CHAPTER V

RESULTS AND DISCUSSION

Descriptive Statistics

Data gathered regarding demographic profile were graphed and analyzed

by the researchers. Shown in this section the results and discussion.

Age of the Respondents

Age (in years)

Figure 3.Age of the respondents expressed in years

The figure above shows the number of respondents from each age level.

There are three respondents who are 16 years old, 34 who are 17 years old, 48 who

are 18 years old, eight who are 19 years old, three who are 20 years old, three who

Num

ber

of R

espo

nden

ts



are 21 years old, none from 22 and 23 years old, and one who is 24 years old. Most

respondents are 18 years old with 48% of the total respondents and the least are 22

and 23 years old with no respondents.

Figure 4. Gender of the respondents

The figure above shows the gender of the respondents of the study. There

are more female respondents, with 65 students or 65%, than male respondents,

with 35 students or 35%.



Figure 5.Residency of the respondents, whether urban or rural

The figure above shows the residency of the respondents of the study.

There are more respondents who live in urban places, with 73 students or 73%,

than in rural areas, with 73 students or 73%.



Size of Household

Number of Household

Figure 6.Household size of the respondents

The figure above shows the number of respondents from each number of

household. Most respondents have 5 households which represent 34% of the total

respondents and the least respondents have one, ten, and eleven household.

Num

ber

of R

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Number of Siblings

Number of Siblings

Figure 7.Respondents’ number of siblings

The figure above shows the number of respondents from each of the

indicated number of siblings. There are seven respondents who have no siblings,

24 who have only one sibling, 28 who have two siblings, 24 who have three

siblings, 9 who have four siblings, 5 who have five siblings, 2 who have six

siblings, 0 who have seven siblings, and a lone student who have 8 siblings. Most

Num

ber

of R

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respondents have 2 siblings with 28% of the total respondents and the least have 7

siblings with no respondents.

Age of

Respondents Household SizeNumber of

SiblingsMean 17.89 4.93 2.33Standard Error 0.113613735 0.164688258 0.147062139Median 18 5 2Mode 18 5 2Standard Deviation 1.136137351 1.646882577 1.47062139Sample Variance 1.290808081 2.712222222 2.162727273Kurtosis 8.536836196 1.881980435 1.512059733Skewness 2.201972439 0.930914418 0.90556708Range 8 10 8Minimum 16 1 0Maximum 24 11 8Sum 1789 493 233

Count 100 100 100

Table 1. Descriptive statistics of the respondents’ demographic profile

Age of Respondents

The table above shows that the average age of the respondents is 17.89

years old and majority is 18 years old. The standard deviation is 1.14, which

means that the age is merely close to each other. The kurtosis is 8.54, which means

that there is leptokurtic distribution. The skewness is 2.2, which means that there

is right skewed distribution. The youngest of all the respondents is 16 years old and

the oldest is 24 years old.



Household Size

The table above shows that the average household size of the respondents is

4.93and majority is 5. The standard deviation is 1.65, which means that the

household size is merely close to each other. The kurtosis is 1.88, which means

that there is platykurtic distribution. The skewness is 0.93, which means that there

is right skewed distribution.

Number of Siblings

The table above shows that the average number of siblings of the

respondents is 2.33 and that the majority has 2 siblings. The standard deviation is

1.47, which means that the number of siblings is merely close to each other. The

kurtosis is 1.51, which means that there is platykurtic distribution. The skewness is

0.91, which means that there is right skewed distribution. There are respondents

who have no siblings and a lone respondent has the highest number of siblings,

which is 8.Gender Residency

Male 35 Urban 73Female 65 Rural 27



Table 2. Gender and residency tally

Gender

65 out of 100 respondents or 65% are female while 35 out of 100

respondents or 35% are male.

Residency

73 out of 100 respondents or 73% live in urban areas while 27 out of 100 or

27% are in rural areas.

Utility

In this section, let us assume that satisfaction or what we call utility in

economics can be measured, price does not affect the quantity demanded, there is

no substitute for the good and taste and preferences remains constant. This

assumptions will clearly show how utility changes as more of a good is consumed.

Satisfaction 1st cup

2nd cup

3rd cup

4th cup

5th cup

6th cup

7th cup

8th cup

9th cup

10th cup

5 55 36 20 5 5 3 4 5 5 84 21 36 34 32 13 8 5 2 5 33 10 12 24 34 36 20 18 15 8 62 5 7 7 8 23 28 15 11 6 31 7 4 9 10 7 20 27 24 24 11



0 2 5 6 11 16 21 31 43 52 69Total 100 100 100 100 100 100 100 100 100 100

Table 3. Number of respondents in a given unit and rate of satisfaction

Nth unit of Starbucks Frappuccino

Figure 8. Satisfaction for every additional cup of Starbucks Frappuccino in a Single Day

Consumption

2 out of 100 DLSU-D students obtain a zero satisfaction while 55 of

them obtain a 100% satisfaction from consuming the 1st cup. 4 out of them obtain

20% satisfaction while 36 of them obtain 80% and 100% satisfaction from

consuming the 2nd cup. 6 of them obtain 0% satisfaction while 34 of them obtain

80% satisfaction from consuming the 3rd cup. 5of the students obtain 100%

0

20

40

60

80

100

120

1st cup 2nd cup 3rd cup 4th cup 5th cup 6th cup 7th cup 8th cup 9th cup 10th cup

0

1

2

3

4

5

Num

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of R

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satisfaction while 34 of them obtain a 60% satisfaction from consuming the 4th cup.

5 of the students obtain 100% satisfaction while 36 of them obtain 60% satisfaction

from consuming the 5th cup. 3 of the students obtain 100% satisfaction while 28 of

them obtain 40% satisfaction from consuming the 6th cup. 4 of the students obtain

100% satisfaction while 31 of them obtain 0% satisfaction from consuming the 7 th

cup. 2 of the students obtain 80% satisfaction while 43 of them obtain 0%

satisfaction from consuming the 8th cup. 5 of the students obtain 100% and 80%

satisfaction while 52 of them obtain 0% satisfaction from consuming the 9 th cup.

Lastly, 3 of the students obtain 80% and 40% satisfaction while 69 of them obtain

0% satisfaction from consuming the 10th cup of Starbucks Frappuccino.

Looking closely on the graph above, incremental satisfaction between

0% and 100% either increases as more cup of Starbucks Frappuccino is consumed

then consequently decreases or is fluctuating. The 100% satisfaction decreases then

increased for only 2% then again decreased. This represents the different levels of

preferences for every individual. Therefore, a clear demonstration of the

relationship of this data to the law of diminishing marginal utility can be attained

through using averages.

The figure above shows the number of respondents that have a rate of 1, 2,

3, 4 and 5 as their satisfaction for every additional cup of Starbucks Frappuccino.

As you can see in the graph, additional cup of the good positively affects the



number of respondents that gives a zero satisfaction. This means that as more cups

of Starbucks Frappuccino are consumed at no cost, dissatisfied DLSU-D students

increases. On the contrary, as more cups of Starbucks Frappuccino are consumed

in a day at no cost, number of students who obtain 100% satisfaction decreases.

Let’s simplify the relationship of 0% and 100% satisfaction through the graph

below.

Satisfaction in a Single Day Consumption of Starbucks Frappuccino

Figure 9. Decreasing satisfaction as consumption increases in a single day

Satisfaction 1st cup

2nd cup

3rd cup

4th cup

5th cup

6th cup

7th cup

8th cup

9th cup

10th cup

100% 55 36 20 5 5 3 4 5 5 80% 2 5 6 11 16 21 31 43 52 69Table 4. Number of respondents in a given 0% and 100% satisfaction



Total Utility and Marginal Utility

1st cup

2nd cup

3rd cup

4th cup

5th cup

6th cup

7th cup

8th cup

9th cup

10th cup

Marginal Utility 4.06 3.78 3.31 2.81 2.38 1.83 1.51 1.24 1.05 0.87Total Utility 4.06 7.84 11.15 13.96 16.34 18.17 19.68 20.92 21.97 22.84Table 5. Marginal utility and total utility of DLSU-D students for Starbucks Frappuccino



Figure 10. Total utility and marginal utility of DLSU-D students for Starbucks Frappuccino

Units of Starbucks Frappuccino

Units of Starbucks Frappuccino

Tota

l Uti

lity

Mar

gina

l Uti

lity



The figure above shows the graph of the total and marginal utility of

Starbucks Frappuccino consumers derived from the data gathered. The total utility

accumulated amounts to approximately 22.8 utils from consuming 10 cups of

Starbucks Frappuccino a day. The marginal utility obtained through consuming 1st,

2nd, 3rd, 4th, 5th, 6th, 7th, 8th, 9th, and 10th cup are 4.1 utils, 3.8 utils, 3.3 utils, 2.8 utils.

2.4 utils, 1.8 utils, 1.5 utils, 1.2 utils, 1.1 utils,0.9 utils respectively.

The incremental satisfaction derived from consumption of Starbucks

Frapuccino decreases as every additional cup is consumed at no cost. Therefore,

this graph purely represents the taste and preferences of selected DLSU-D students

for Starbucks Frappuccino. This means that prices did not affect any of the given

data.

As you can see in the graph, the total utility accumulated up to the last

cup of Starbucks Frappuccino consumed bears the least marginal utility obtained

from consuming every cup. Although the last marginal utility derived from the

collected data does not equate to zero, it represents the least among all. This means

that an economic theory was strongly proved. The results conform with the

hypotheses of the researchers that as more Starbucks Frappuccino is consumed,

less satisfaction is added to the last unit consumed. This is the law of diminishing

marginal utility.



Law of Diminishing Marginal Utility

According to Sarika Gugnani (2008), utility is the amount of satisfaction

derived from a commodity or service at a particular time. It cannot be measured in

reality but in economics, different case is assumed to measure the happiness a

consumer gets from consuming a particular good. This will help economists predict

the moment wherein rise and fall in quantity demanded is evident. In economics,

Utility is assumed to be measured through using the unit of measurement called

utils. Again, it is only a part of the assumption that satisfaction can be measured

but does not reflect the reality.

According to Sarika Gugnani (2008), total utility refers to the total

satisfaction derived by the consumer from the consumption of a given quantity of a

good. The utils are accumulated up to the last unit consumed to determine the sum

of all the utilities obtained from a particular good. Economists may use this as the

basis of the maximum unit of a particular good that a consumer can have wherein

there is still a positive satisfaction. Simply stated, total utility is the sum of all

utilities obtained from a given unit of good wherein the incremental satisfaction is

equal to 0. This is very important to know because beyond that unit of good will

give dissatisfaction for the consumer. Of course, when we buy something, our

main purpose is to be satisfied and not to be dissatisfied with it.



It is realistic that as more unit of a good we consume, less satisfaction will

be added. As we buy more of something, our happiness increases in a decreasing

rate. The researchers have proved that the law of diminishing marginal utility

applies to most of the respondents. Of course, insights about this economic theory

depend on an individual and on the circumstances but on the average, the economic

theory is definitely relevant.

Average Budget Allocation

Using the formula , where n = number of data items in the

sample space and ∑x = sum of all data values, the researchers found out that the

average budget allocation in a month for Starbucks Frappuccino is

Using the same formula, the average weekly allowance is found to be

Php1157 and the monthly allowance is Php4628. Considering the average budget

allocation and the average monthly allowance, the portion of the allowance

allocated for Starbucks Frappuccino is 9.13%

Quantity Demanded

The respondents were asked how much Starbucks Frappuccino they would

consume given different prices. The average results were as follows:



Table 6. Average consumption of Starbucks Frappuccino given different prices

As Table 6 shows, at the price of Php100 the respondents’ average

consumption would be around 2-3 tall-sized Starbucks Frappuccino or more

specifically, 2.82 cups. At the price of Php120 they would consume an average of

2.36 tall-sized Starbucks Frappuccino. At the price of Php140 they would consume

1-2 tall-sized Starbucks Frappuccino or more specifically, 1.73 cups. At the price

of Php160 they would consume 1.41 tall-sized Starbucks Frappuccino and at the

price of Php200 they would consume and average of 0.96 tall-sized Starbucks

Frappuccino.

The summary of the derivation of the above figure would be as follows:

Table 7. Regression Statistics of Quantity demanded for Starbucks Frappuccino given different prices

Price Average Consumption

Php100 2.82 Php120 2.36 Php140 1.73 Php160 1.41 Php200 0.96



This means that 95.1087% of the data fits the regression line and that

95.1087% of variance in the dependent variable (quantity demanded) can be

predicted from the independent variable (prices).

df SS MS F Significance FRegression 1 2.093267297 2.093267297 58.33389905 0.004660326Residual 3 0.107652703 0.035884234Total 4 2.20092

Coefficients

Standard Error

t Stat P-value Lower 95% Upper 95%Lower 95.0%

Upper 95.0%

Intercept 4.56378378 0.36451152 12.520273 0.00109836 3.40374543 5.72382214 3.40374543 5.72382214

X Variable 1 -0.0188041 0.00246202 -7.6376632 0.00466033 -0.0266393 -0.0109688 -0.0266393 -0.0109688

Table 8. Analysis of Variance (ANOVA) of Quantity demanded for Starbucks Frappuccino

At 5% significance level the rule is that P-value is less than 0.05. As shown

in figure 3 above the significance level of F: 0.004660326 means that the whole

equation is highly significant. There is only 0.4% chance that all regression

parameters are zero.

Additionally, the P-values 0.001098 and 0.00466 are both less than 0.05

which means that the variables are highly significant. The negative coefficient of

the second variable indicates that there is a negative relationship between X and Y.

In this case, price and quantity demanded.

Base on the data processed, the demand equation for Starbucks

Frappuccino was derived:



Qd = 4.563783784 - 0.018804054X

Correlational Analysis

Correlation Matrix

Column

1Column

2Column

3Column

4Column

5Column

6Column

7Price is 100 1Price is 120 0.907437 1Price is 140 0.764391 0.885013 1Price is 160 0.416106 0.56083 0.738129 1Price is 200 0.188588 0.333519 0.561116 0.808165 1Weekly Allowance 0.278644 0.313876 0.306811 0.248664 0.093812 1Budget Allocation 0.148157 0.229687 0.255502 0.218893 0.231055 0.223621 1

Table 9. The relationship of weekly allowance and budget allocation to the consumption given

different prices

Weekly allowance is positively correlated with the number of Starbucks

Frapuccino consumed. It has a correlation coefficient of 0.78644, 0.313876,

0.306811, 0.258664 and 0.093812 when the price is Php100, Php120, Php140,

Php160 and Php200 respectively. This means that when the weekly allowance



increases the number of Starbucks Frappuccino consumed will also increase for all

prices.

Budget allocation for Starbucks Frappuccino is positively correlated with

the number of units consumed. It has a correlation coefficient of 0.148157,

0.229687, 0.255502, 0.218893 and 0.231055 when the price is Php100, Php120

Php140, Php160 and Php200 respectively. This means that when budget allocation

for Starbucks Frapuccino increases the number of Starbucks Frapuccino consumed

will also increase for all prices.



CHAPTER VI

CONCLUSION AND RECOMMENDATION

Conclusion

Based on the data gathered from a thorough analysis and researches, the

following conclusions were drawn:

1. The researchers accepted the hypothesis that an increase in price has a

negative effect on quantity demanded. That is, as the price of Starbucks

Frappuccino increases, quantity demanded for that good decrease.

2. The researchers accepted the hypothesis that there is a negative relationship

between the number of cups consumed and the additional satisfaction

gained. The law of diminishing marginal utility applies in situations,

wherein continuous consumption of just a single good is involved. This

entails that goods obtained even if at no cost will not give same happiness

or satisfaction to the consumer as more of good is consumed.

3. The researchers accepted the hypothesis that there is a positive correlation

between consumption of Starbucks Frappuccino and weekly allowance as

well as budget allocation. It simply implies that when the budget allocation

and weekly allowance increases, the demand for Starbucks Frapuccino

increases.



Recommendation

The following recommendations are offered for the consumers of Starbucks

Frappuccino as well as the marketers of the product:

1. Given in this study is the average of the maximum budget allocation of the

respondents for Starbucks Frappuccino. With this, the marketers of the

product are recommended to conduct a price analysis so as to satisfy

consumer wants and/or needs as well as to maximize sales.

2. Consumers of Starbucks Frappuccino should efficiently allocate their

budgets given that marginal utility for the good is decreasing.

Recommendations for Improving this Study

1. It may be helpful to expand the scope of the study which may include

consumer preferences as well as indifference curves.

2. Online surveying may be an effective medium to gain more respondents but

may not be as reliable as conducted in person since not all respondents fully

understand the questions at once. With this, concerns are not all raised for

more accurate answers.



REFERENCES

Francis Y. Edgeworth. Mathematical Psychics: An Essay on the Application of Mathematics to the Moral Sciences (New York: Augustus M. Kelley, 1967). p. 101. First Published 1881.

Economics Exposed. Theory of Consumer Behavior. Retrieved from http:// economics-exposed.com/theory-or-consumer-behaviour/

Coffee.org (2013). History of Starbucks. (Seattle, Washington). Retrieved from http://www.coffee.org/history-of-starbucks

Starbucks Corporation. Our Company. Retrieved from http://www.starbucks.ca/ about- us/company-information

Joan Zielinski and Thomas S. Robertson (1982). Consumer Behavior Theory: Excesses and Limitations. in NA - Advances in Consumer Research Volume 09. eds. Andrew Mitchell, Ann Abor, MI: Association for Consumer Research. Pages: 8-12.

Gugnani, Sarika (2008). Utility. Retrieved from http://economicsmicro.blogspot.com/2008/11/utility.html



APPENDICES



UTILITY & BUDGET ALLOCATION OF DLSU-D STUDENTSFOR STARBUCKS FRAPPUCCINO

Age: Gender:Residency : Rural UrbanSize of Household:Number of Siblings:

Directions: Check your answer from the choices given. Otherwise, write it on the spaces provided.

1. How would you rate from a scale of 0-5 (0 being the lowest, 5 being the heighest) your additional satisfaction in a single day consumption on the nth unit of Starbucks Frappuccino given below, if it is available at no cost?

0 1 2 3 4 51st cup2nd cup3th cup4th cup5th cup6th cup7th cup8th cup9th cup10th cup

2. What will your weekly consumption of a tall-sized Starbucks Frappuccino be if the price is:

0 1 2 3 4 5Php100Php200Php300Php400Php500



3. How much is your weekly allowance? _____________________

4. Assuming your weekly allowance increased by P500, how many more units of tall-sized Starbucks Frappuccino will you consume?

______________________________________

5. In a typical month, how much do you usually spend on Starbucks Frappuccino?

______________________________________



CURRICULUM VITAELOURENE V. BAUTISTA

Blk 38, Lot 5&7, Ph2, Windward Hills Subd., City of Dasmariñas, Cavite09057358409

[email protected]

Age: 18 Gender: FemaleBirth date: October 22, 1995 BirthPlace: Balayan, BatangasCitizenship: Fililpino Religion: Roman CatholicFather: Engr. Luis C. Bautista Occupation: Civil EngineerMother: Irene V. Bautista Occupation: Pharmacist

Educational BackgroundLevel School Year Graduated

Secondary God The Almighty Academy, Inc. 2012 Elementary Angelita Zobel Elementary School 2008

Organization InvolvementPosition Organization Year

Board of Directors Junior Philippine Institute of Accountants 2013 – present Member Accounting Enrichment Society 2013 – present

Honors and Awards Received2nd Honors – Dean’s Lister 2nd semester – A.Y. 2012-2013

Character ReferenceName Office Address Position

Loida R. Ilano City of Dasmariñas, Cavite FacultyCynthia A. Tiong City of Dasmariñas, Cavite Principal



CURRICULUM VITAEPATRICK C. BERONA

333 Banaba Cerca, Indang, Cavite09173255134

[email protected]

Age: 18 Gender: FemaleBirth date: December 6, 1995 BirthPlace: Indang, CaviteCitizenship: Fililpino Religion: Roman CatholicFather: Erwin Q. Berona Occupation: Marine EngineerMother: Estela C. Berona Occupation: Housewife


Secondary Saint Gregory Academy 2012 Elementary Spirit Wings Learning Foundation 2008


Member Junior Philippine Institute of Accountants 2013 – present Member Accounting Enrichment Society 2013 – present




CURRICULUM VITAECAMILLE ANNE R. LONTOC

Blk 11, Lot 2 Barcelona St. Summer Meadows Salitran III Dasmariñas City, Cavite09151593334

[email protected]

Age: 18 Gender: FemaleBirth date: May 24, 1995 BirthPlace: Pasay CityCitizenship: Fililpino Religion: Roman CatholicFather: Atty. Carlos C. Lontoc Occupation: LawyerMother: Edna M. Ramos Occupation: Businesswoman


Secondary St. Jude College – Dasmariñas 2012 Elementary Divine College 2008


Auditor Great Thinkers Society 2013 – present Choir Member Campus Peer Ministry 2012 – present Member Accounting Enrichment Society 2013 – present

Honors and Awards Received

1st Honors – Dean’s Lister 1st semester – A.Y. 2012-2013


Susan R. Jose Quezon City, PH Manager Thelma R. Mesina Quezon City, PH Asst. Manager



CURRICULUM VITAEMIKEE ABIGAIL P. VILLALUNA

#19 Rose St. Villa Luisa Homes Phase 2, San Agustin 3, City of Dasmariñas, Cavite

[email protected]

Age: 17 Gender: FemaleBirth date: May 8,1996 BirthPlace: City of Dasmariñas, CaviteCitizenship: Fililpino Religion: Roman CatholicFather: Roy M. Villaluna Occupation: Civil EngineerMother: Mariles P. Villaluna Occupation: Cosmetics and Apparel Dealer


Secondary Congressional National High School 2012 Elementary Holy Child Jesus Montessori 2008


Member Junior Philippine Institute of Accountants 2012 – present Member Accounting Enrichment Society 2013 – present


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