CHAPTER I BACKGROUND OF THE STUDY 1.1 Introduction Rice is one of the most important foods in the world, supplying as much as half of the daily calories for half of the world's population. No wonder that in Asian countries, such as Philippines, rice is so highly valued that the translation of the word "to eat" literally means "to eat rice." The scientific name for rice is Oryza sativa. Rice is classified according to the degree of milling that it undergoes. This is what makes a brown rice different than white rice. Brown rice, often referred to as whole rice or cargo rice, is the whole grain with only its inedible outer hull removed. Brown rice still retains its nutrient- rich bran and germ. White rice, on the other hand, is both milled and polished, which removes the bran and germ along with all the nutrients that reside within these important layers. From this information, the proponents came up with the idea of using Brown Rice, which is more nutritious than white rice, to be seasoned and sold either for meal or snacks. 1
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CHAPTER I
BACKGROUND OF THE STUDY
1.1 Introduction
Rice is one of the most important foods in the world, supplying as much as
half of the daily calories for half of the world's population. No wonder that in Asian
countries, such as Philippines, rice is so highly valued that the translation of the
word "to eat" literally means "to eat rice."
The scientific name for rice is Oryza sativa.
Rice is classified according to the degree of milling that it undergoes. This
is what makes a brown rice different than white rice. Brown rice, often referred to
as whole rice or cargo rice, is the whole grain with only its inedible outer hull
removed. Brown rice still retains its nutrient-rich bran and germ. White rice, on
the other hand, is both milled and polished, which removes the bran and germ
along with all the nutrients that reside within these important layers.
From this information, the proponents came up with the idea of using
Brown Rice, which is more nutritious than white rice, to be seasoned and sold
either for meal or snacks.
The business is concerned more on the health of the customers, which is
also the primary concern of all businesses. They make sure that the product, the
brown rice, is nutritious and clean. Moreover, they are not only concerned with the
health of the customers but also on their budget by offering a delicious food at a
very affordable price.
To this end, the proponents were encouraged to conduct a feasibility study
on The “Seasoned Rice Lumpia” business with the main ingredient of brown rice.
The proponents would also like to know if this new kind of product could still be
feasible in spite of the presence of the several businesses selling rice meal not
only in the SWU campus but in entire Cebu City.
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1.2 Statement of the Problem
The purpose of this study was to determine the feasibility of establishing
Seasoned Rice Lumpia business in Southwestern University Main Campus.
Specifically this study sought to answer the following questions:
1. Is there a demand for Seasoned Rice Lumpia in Southwestern University?
2. Will the College Students and Employees of Southwestern University patronize the
product?
3. Is the business feasible?
4. What is the payback period of the investment?
1.3 Significance of the Study
This study was conducted to gather information about the level of demand
of Seasoned Rice Lumpia at Southwestern University Main Campus. The result
of this study will be of significant value to the following:
The respondents, who will be the recipient of the product and who will
experience the benefits of eating the Seasoned Brown Rice.
The readers, who would be aware about the nutritional facts of brown rice
and who could make use of the information and use as basis for choosing what
product can provide them better satisfaction.
The proponents, who could gather relevant data and information for this
study, which may be relevant to their research undertakings. Likewise, the
proponents would learn to be resourceful in dealing with the context of the thesis
itself and develop the spirit of camaraderie among group members.
The government, who could benefit from the taxes paid by the proposed
business.
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The economy, for this could help the unemployment problem to decline.
The future entrepreneurs, who could be of great help in continuing the
social responsibility among the people of the community and who could benefit
with the profit earned by the business.
The students, who could use the results of the study for further research
undertakings.
1.4 Scope and Delimitation of the Study
This study deals on the market feasibility of establishing a Seasoned
Brown Rice business at Southwestern University Main Campus during the school
year 2010 – 2011.
Limitation of the Study
The proponents aim to make the results of the study as reliable and
accurate as possible but recognizes that there are certain limitations that could
affect the accuracy of the data obtained.
The following are the constraints and obstacles met by the proponents during
the conduct of the study:
1.) Limited time allotted for the research that must be finished in one semester
only.
2.) Conflict of the schedule of classes and work of the proponents who are all
working scholars.
3.) Limited funds to finance the study since the proponents have to rely on the
meager allowances given by their parents.
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4.) Reluctance of the respondents to answer the questionnaire for one reason or
another.
5.) Respondents may not reflect their true sentiments in answering the
questionnaire.
1.5 Research Methodology
Research Design
The descriptive method of research was used in this study. Descriptive
method is a fact finding study with adequate and accurate interpretation of the
findings. It describes what is. It describes with emphasis what actually exist such
as current conditions, practices, situations, or any phenomena. Since the present
study was concerned with the feasibility of having a Seasoned Rice Lumpia
business, the descriptive method of research was the most appropriate method
to use.
Method of Data Collection
The method of collecting data used was the normative survey. This is
concerned with looking into the commonality of some elements. Since the
present research is a feasibility study, the normative survey was the most
appropriate method to use in gathering data.
The proponents used the primary source of data which is the questionnaire.
This was used because it gathers data faster than any other method. Besides,
the respondents were college students and so they were very literate. They could
read and answer the questionnaire with ease. The proponents saw to it that there
were enough items to collect data to cover all aspects of the problem and to
answer all the specific questions under the statement of the problem. Aside from
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the questionnaire, they also obtained data from secondary sources and these are
the following:
Books
Internet
SWU Electronic Data Processing Department
Sampling Design
This research was conducted during the Second Semester of SY 2010 –
2011 where there were 6,291 college students enrolled in the different Colleges
excluding the Graduate School. Due to the limitations that were mentioned in this
study, the proponents had to used the sampling method in collecting data where
only a small portion of the population were chosen as respondents of the study
and then making a general statement about the whole thing. This market
feasibility study used the non-probability sampling design to get immediate
feedback from the respondents. In this type of sampling there is no system of
selection but only those whom the proponents met by chance are included in the
sample. The sample size for the study is 376 as computed using the Sloven
Formula.
The formula used to get the sample size is:
n = N n = sample size
1 + N (e)2 N = total population
n = 6291 e = margin of error
1 + 6291(.05)2 1 = constant number
n = 6291
1 + 6291 (.0025)
n = 6291
16.72750
n = 376
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1.6 Definition of Terms
1.) Seasoned – refers to the adding of some spices to the brown rice.
2.) Brown Rice – refer to the unhashed or not well-milled rice.
3.) Respondents – refer to some or a portion of the population of the college
students of Southwestern University Main Campus.
4.) Proponents – refer to the researchers who are conducting a feasibility
study regarding the seasoned brown rice lumpia.
5.) Spices – refer to the other ingredients that will be added in the
brown rice.
6.) Rice Lumpia Sauce – refers to the sauce that will be use to dip the lumpia
rice.
7.) Lumpia – refers to the rolled seasoned brown rice in a lumpia
wrapper.
8.) Lumpia Wrapper – refers to the usual lumpia wrapper that could be bought
from the market by hundreds. The business used the large
size.
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CHAPTER II
RELATED LITERATURE AND THE BUSINESS PLAN OF THE STUDY
2.1 Related Literature
Rice is the seed of the monocot 0plant Oryza sativa. As a cereal grain, it is
the most important staple food for a large part of the world's human population,
especially in East and South Asia, the Middle East, Latin America, and the West
Indies. It is the grain with the second-highest worldwide production, after maize
(corn). (wikipedia)
Since a large portion of maize crops are grown for purposes other than
human consumption, rice is the most important grain with regard to human
nutrition and caloric intake, providing more than one fifth of the calories
consumed worldwide by the human species. (wikipedia)
A traditional food plant in Africa, its cultivation declined in colonial times,
but its production has the potential to improve nutrition, boost food security,
foster rural development and support sustainable landcare. It helped Africa
conquer its famine of 1203. (wikipedia)
Rice is normally grown as an annual plant, although in tropical areas it can
survive as a perennial and can produce a ratoon crop for up to 30 years.[4] The
rice plant can grow to 1–1.8 m (3.3–5.9 ft) tall, occasionally more depending on
the variety and soil fertility. It has long, slender leaves 50–100 cm (20–39 in) long
and 2–2.5 cm (0.79–0.98 in) broad. The small wind-pollinated flowers are
produced in a branched arching to pendulous inflorescence 30–50 cm (12–20 in)
long. The edible seed is a grain (caryopsis) 5–12 mm (0.20–0.47 in) long and 2–
3 mm (0.079–0.12 in) thick. (wikipedia)
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Rice cultivation is well-suited to countries and regions with low labor costs
and high rainfall, as it is labor-intensive to cultivate and requires ample water.
Rice can be grown practically anywhere, even on a steep hill or mountain.
Although its parent species are native to South Asia and certain parts of Africa,
centuries of trade and exportation have made it commonplace in many cultures
worldwide. (wikipedia)
The traditional method for cultivating rice is flooding the fields while, or
after, setting the young seedlings. This simple method requires sound planning
and servicing of the water damming and channeling, but reduces the growth of
less robust weed and pest plants that have no submerged growth state, and
deters vermin. While flooding is not mandatory for the cultivation of rice, all other
methods of irrigation require higher effort in weed and pest control during growth
periods and a different approach for fertilizing the soil. (wikipedia)
(The name wild rice is usually used for species of the grass genus Zizania,
both wild and domesticated, although the term may also be used for primitive or
uncultivated varieties of Oryza.) (wikipedia)
Rice is a grain belonging to the grass family. The plant, which needs both
warmth and moisture to grow, measures 2-6 feet tall and has long, flat, pointy
leaves and stalk-bearing flowers which produce the grain known as rice. Rice is
consumed by nearly one-half the entire world population and many countries, like
Asia, are completely dependent on rice as a staple food. Rice is one of the few
foods in the world which is entirely non-allergenic and gluten-free. (essortment)
Everyone knows that rice is an ancient food, but only recently have we
discovered just how ancient it is. Rice was believed to have been first cultivated
in China around 6,000 years ago, but recent archaeological discoveries have
found primitive rice seeds and ancient farm tools dating back about 9,000 years.
For the majority of its long history, rice was a staple only in Asia. Not until Arab
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travelers introduced rice into ancient Greece, and Alexander the Great brought it
to India, did rice find its way to other corners of the world. Subsequently, the
Moors brought rice to Spain in the 8th century during their conquests, while the
Crusaders were responsible for bringing rice to France. Rice was introduced into
South America in the 17th century by the Spanish during their colonization of this
continent. The majority of the world's rice is grown in Asia, where it plays an
incredibly important role in their food culture. Thailand, Vietnam and China are
the three largest exporters of rice. (whfoods)
BROWN RICE
Because the outer coating of brown rice contains added minerals and
protein, brown rice is considered to hold greater food value than its white grain
counterpart. Brown rice does not get milled, thereby keeping its darker color. Like
white rice, brown rice has its husks removed during the cultivation process.
Brown rice contains 8-percent protein and is a good source of thiamine, niacin,
riboflavin, iron and calcium. Traditionally, brown rice is the least favorite of all the
rices. (essortment)
NUTRITIONAL INFORMATION
Rice remains a staple food for the majority of the world's population. More
than two-thirds of the world rely on the nutritional benefits of rice. Rice is naturally
fat, cholesterol and sodium free. It is a complex carbohydrate containing only 103
calories per one-half-cup serving. (essortment)
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Health Benefits of Eating Brown Rice
Almost everyone eat rice but should they? Can you guess which highly
processed and very popular food contributes to diabetes and, if it wasn’t fortified
with vitamins by the manufacturer, a deadly disease-Beriberi? Thats right. It’s
white rice. The vast majority of rice eaters won’t touch brown rice. They consider
it peasant’s food or animal feed. Yet, the modern health food movement has
proven unprocessed grains, including brown rice, to be healthier than their
refined counterparts. Certainly, for thousands of years everyone ate brown rice,
for the complex processing equipment needed to make white rice was invented
only in 1860, in Scotland. So what’s the reason behind white rice anyway?
Hinduism Today asked Tim O’Donnell, vice president of sales and marketing at
Lundberg Family Farms, a Californian company dedicated to organic rice. He
said the main reason is shelf life. White rice keeps much longer than brown rice
and therefore makes companies more money. Over the last century, too, people
have come to like the texture of white rice, as well as the shorter cooking time.
White rice is also cheaper, because the factories are optimized to produce it.
Switching the equipment to make brown rice costs extra money. But Lundberg’s
factory, which is set up to produce only brown rice, can match the price of white
rice, according to O’Donnell. White rice got off to a rough start when, in 1897, it
was found to be the cause of beriberi, a potentially deadly disease caused by
lack of vitamin B1, which is stripped out in the processing. Companies
responded, under government pressure, by enriching the rice. They put back the
naturally occurring vitamins, but not the nutrients called phytochemicals, which
includes the all-important fiber. Another hazard of white rice is that it can
contribute to diabetes. And, for those already diabetic, white rice is less safe than
brown rice because it breaks down into glucose more quickly than brown rice,
causing a more drastic insulin reaction. (salagram)
Here are some of the ways in which the nutrients supplied by brown rice
can make an important difference in our health:
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Brown Rice gives Manganese-Energy Production Plus Antioxidant
Protection. Just one cup of brown rice will provide you with 88.0% of the daily
value for manganese. This trace mineral helps produce energy from protein and
carbohydrates and is involved in the synthesis of fatty acids, which are important
for a healthy nervous system, and in the production of cholesterol, which is used
by the body to produce sex hormones. Manganese is also a critical component of
a very important antioxidant enzyme called superoxide dismutase. Superoxide
dismutase (SOD) is found inside the body's mitochondria (the oxygen-based
energy factories inside most of our cells) where it provides protection against
damage from the free radicals produced during energy production. (whfoods)
Women Who Eat Whole Grains Weigh Less. A study published in the
American Journal of Clinical Nutrition underscores the importance of choosing
whole grains such as brown rice rather than refined grain, i.e., white rice, to
maintain a healthy body weight. In this Harvard Medical School / Brigham and
Women's Hospital study, which collected data on over 74,000 female nurses
aged 38-63 years over a 12 year period, weight gain was inversely associated
with the intake of high-fiber, whole-grain foods but positively related to the intake
of refined-grain foods. Not only did women who consumed more whole grains
consistently weigh less than those who ate less of these fiber-rich foods, but
those consuming the most dietary fiber from whole grains were 49% less likely to
gain weight compared to those eating foods made from refined grains. (whfoods)
Brown Rice is Rich in Fiber and Selenium. For people worried about colon
cancer risk, brown rice packs a double punch by being a concentrated source of
the fiber needed to minimize the amount of time cancer-causing substances
spend in contact with colon cells, and being a very good source of selenium, a
trace mineral that has been shown to substantially reduce the risk of colon
cancer.
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In addition to supplying 14.0% of the daily value for fiber, a cup of cooked brown
rice provides 27.3% of the DV for selenium, an important benefit since many
Americans do not get enough selenium in their diets, yet this trace mineral is of
fundamental importance to human health. Selenium is an essential component of
several major metabolic pathways, including thyroid hormone metabolism,
antioxidant defense systems, and immune function. Accumulated evidence from
prospective studies, intervention trials and studies on animal models of cancer
has suggested a strong inverse correlation between selenium intake and cancer
incidence. Several mechanisms have been suggested to explain the cancer-
preventive activities of selenium. Selenium has been shown to induce DNA repair
and synthesis in damaged cells, to inhibit the proliferation of cancer cells, and to
induce their apoptosis, the self-destruct sequence the body uses to eliminate
worn out or abnormal cells.
In addition, selenium is incorporated at the active site of many proteins,
including glutathione peroxidase, which is particularly important for cancer
protection. One of the body's most powerful antioxidant enzymes, glutathione
peroxidase is used in the liver to detoxify a wide range of potentially harmful
molecules. When levels of glutathione peroxidase are too low, these toxic
molecules are not disarmed and wreak havoc on any cells with which they come
in contact, damaging their cellular DNA and promoting the development of
cancer cells.
Not only does selenium play a critical role in cancer prevention as a
cofactor of glutathione peroxidase, selenium also works with vitamin E in
numerous other vital antioxidant systems throughout the body. These powerful
antioxidant actions make selenium helpful in the prevention not only of cancer,
but also of heart disease, and for decreasing the symptoms of asthma and the
pain and inflammation of rheumatoid arthritis. (whfoods)