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  • Topic: Marketing, Brand, La Salle University
  • Pages : 23 (4619 words )
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  • Published : October 17, 2010
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CLEAR SHAMPOO ENDORSEMENTS,
GENDER, AND DE LA SALLE UNIVERSITY-MANILA STUDENTS’ BUYING BEHAVIOR

In partial fulfillment
of the requirements
for CBESTA2 K36

Submitted to:
Mrs. Maria Angeli T. Reyes

Submitted by:
Chua, Bettina
Dela Cruz, Felicia
Enriques, Robee
Eusebio, Patrick
Garcia, Andrea
Garcia, Patrick

September 1, 2010

Table of Contents

Tables and Figures1
Abbreviations and Acronyms7
Executive Summary7
Main Report
Introduction (1-2pages)8

Problem Definition (3-5pages)10

Methodology (3-7pages)13

Survey Results (3-7pages)16

Statistical Analysis (3-5pages)19

Recommendations (2-3pages)26

Appendices28
Appendix A: Respondent Consent Form28

Appendix B: Survey Form29

Bibliography30

I. Tables and Figures

A. Figures Showing Data Tabulation

Figure A.1: Proportions of the Respondents’ Genders

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Figure A.2: Proportions of the Respondents’ Respective Colleges

[pic]

Figure A.3: Proportions of the Frequency Exposure to Clear Commercials of the Respondents

[pic]

Figure A.4: Proportions of whether Clear Endorsements Affect the Respondents’ Buying Preferences

[pic]

Figure A.5: Proportions of the Factors Which Affect the Buying Preferences of the Respondents for an Essential Product such as Shampoo

[pic]

B. Relevant Contingency Tables Between Questions

Contingency Table B.1: Gender and Frequency of Exposure to Clear Endorsements (Questions 1 & 3)

| |Always |Sometimes |Never |TOTAL | |Male |17 (35%) |28(51%) |4 (14%) |49 | |Female |19 (35%) |30 (55%) |2 (10%) |51 | |TOTAL |36 |58 |6 |100 |

Contingency Table B.2: Gender and Effectiveness of Clear Endorsements (Questions 1 & 4)

| |Yes |No |TOTAL | |Male |19 (43%) |30 (57%) |49 | |Female |17 (39%) |34 (61%) |51 | |TOTAL |36 |64 |100 |

Contingency Table B.3: Gender and Factors Affecting Buying Behavior (Question 1 & 5)

| |Brand Loyalty |Product Quality |Price |Others |TOTAL | |Male |11 |27 |5 |6 |49 | |Female |21 |25 |3 |2 |51 | |TOTAL |32 |52 |8 |8 |100 |

Contingency Table B.4: Frequency of Exposure and Effectiveness of Clear Endorsements (Questions 3 & 4)

| |Always |Sometimes |Never |TOTAL | |Yes |15 (24%) |20 (46%) | 1 (2%) |36 | |No |21 (51%) |38 (58%) |5 (19%) |64 | |TOTAL |36 |58 |6 |100 |

II. Abbreviations and Acronyms

|( |  |Alpha / Level of Significance | |Ha...
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