Chocolate Moron

Background of the Study

Chocolate moron is a Philippine snack food originally produced in Eastern Visayas. This food is a glorious chocolaty “kakanin” wrapped in the usual banana leaf patterned in a cylindrical shape about 1 inch in diameter with four inches length. This staple comfort food is a signatured-sweet native delicacy product in Eastern Visayas and is considered as one of the “pasalubong” items in the region. Through early records, it is evident that chocolate moron traces its origin way back in Spanish times along with the prefatory influences on how other “kakanins” like suman, suman-latik, binagol and the like are produced which are of similar method of preparation to that of chocolate moron.

Chocolate moron is a distinctive product prepared, and sold exclusively in Eastern Visayas. Most of the buyers or consumers of this product are tourists visiting the region from time to time. Mode of selling of this product comes in a retail and wholesale depending on the size or bulk of purchase. Since then, it has been the favorite by many due to its nutritious value, affordability and unique taste among all other “kakanins” in the region.

This study is centralized or focused on the native delicacy, “chocolate moron” since the researchers would like to explore or expound how the marketing system goes along with this type of product. Basically, this paper will discuss relatively the product itself, prices currently existing or implemented in the market, place or its positioning in the food industry, and existing promotional strategies used by suppliers or retailers. The course of this research would be guided primarily by the objectives identified by the researchers as discussed hereunder. The researchers have also formulated research questions to serve as reference in reckoning inherent issues encountered in the marketing of said product. At the end of this study, the researchers will be providing and in depth analysis and recommendations to improve the...