Economic Statistics

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The Consumer Behavior of the Filipino Middle Class Youth As Taken From De La Salle University Students “A Market Study on Brand and Product Preferences of the Youth”

In partial fulfilment of the requirements in Economic Statistics

4/16/2009 Submitted to: Dr. Cesar Rufino Samuel John Daniel B. Paculan

I. BACKGROUND AND IMPORTANCE OF THE STUDY This study was done to determine the preferences of the youth toward local and imported brands, so as to find out the marketability of local brands vís-â-vís imported brands on a range of product lines, and to find out what makes a product saleable to the Filipino youth. There are a total of seven product lines taken into consideration, all belonging to the most frequently shopped or paid-for list of metropolitan city dwellers. These are: a.) Food Items (grocery bought) b.) Fast Food Chains and Restaurants c.) Shoes d.) Electronics and Gadgets e.) Clothes f.) Personal Effects (hygienic and related products) g.) Bags and Accessories The main objectives of this study are: a.) To determine the general perception on local brands vís-â-vís the foreign brands b.) To determine which among the local and foreign brand product lines are well received by Filipinos and not c.) To determine which among the genders is more brand conscious and over what product lines d.) To find out the general purchasing power of this segment of society

e.) To determine what other factors, aside from brand, do buyers from this segment take into consideration before buying

This is a timely and useful study, as it seeks to provide information to marketing managers and entrepreneurs regarding the consumer behavior of the youth, to help reduce the risk of having an unsuccessful product launch, marketing campaign, or target market reception. This will also serve as an indicator on what products local manufacturers and producers need to develop for the local consumers. Understanding whether they consider a product’s brand and the leverage it holds on consumers will help in the planning process of companies, especially their marketing departments.. Being brand conscious is attributed to people who look at brands as the main consideration for buying products, thereby creating a sense of loyalty known as brand loyalty. The demography used in this study’s sample are students of De La Salle University – Manila aged between 16 and 21 years old, whose families belong to the middle class income bracket or an equivalent of monthly earnings between P71,000 and P120,000 and residing in Metro Manila. It is estimated that the sample will provide representative data for the population. A total of thirty respondents per gender were randomly selected to answer a questionnaire containing all relevant questions for this market study, for a total of sixty respondents. A copy of the questionnaire is attached in the appendices portion of this paper. The MegaStat for Excel software was used in computing for values and making the graphs in this study. Tests concerning proportions were used particularly the one

sample test for determining the general perception on local brands vís-â-vís foreign brands, and the two sample test for comparing the survey results between the female and the male respondents. All problems are solved using a 95% level of confidence, whereby α is equal to 0.05. This paper aims to establish whether the Filipino youth today are brand conscious, and whether this applies on all or some product lines surveyed.

II Demographics Information for this study was gathered by means of surveying a random sample belonging to the demography specified. The general information regarding the sample used follows.

The age of the respondents varied between 16 and 21 years old, for a range of 6 years. The average age of the respondents is 19.28 years old, of legal age and capable of making decisions for one’s self.

The sample consisted of an equal number of male and female respondents, with thirty respondents per...
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