Economic Statistics
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
“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