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RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS

TO THE BUYING BEHAVIOR OF CONSUMERS


AS PERCEIVED BY SELECTED HOUSEHOLDS OF
BARANGAY MACABLING IN THE CITY
OF SANTA ROSA LAGUNA

An Undergraduate Proposal Presented to the Faculty of the


Polytechnic University of the Philippines
Santa Rosa, Laguna

In Partial Fulfillment of the Requirements for the


Degree Bachelor in Business Administration
Major in Marketing Management

By
Fevelyn D. Bucio
Jessica Lorraine D. De Borja
Mariel Danica M. Galasao
Ressie S. Orzo
Mark Anthony P. Tambor

Angelita E. Nocon, M
Subject Facilitator

February 2015

Chapter I
THE PROBLEM AND ITS BACKGROUND

Introduction
The major constituent of the body is fluid, and it is an essential requirement that
need to be fulfilled. In the present times, there many different kinds of soft drinks that is
available in the market such as carbonated drinks and health drinks. Soft drinks products
have been well accepted by consumers as the biggest beverage sector in the world. Today,
soft drinks not only reduce the thirst but also have become style and fashion. Soft drinks
appeal to customers looking for full taste but without calories and offers an exciting
outlet to those not drinking alcohol.
Euromonitor International defines carbonated drinks as non-alcoholic drinks into
which carbon dioxide gas has been dissolved. Carbonating beverages, introducing CO2
into the drink mix under pressure, makes the drink slightly more acidic which serves to
sharpen the flavor and produces a slight burning sensation. It also helps preserve the
drink longer without going bad.
Harvard School of Public Health Nutrition Source defines health drinks as
beverages that are limited or consumed in moderation, including diet drinks, fruit juice
and milk.
According to Kotler, the consumer market is very vast, and thus there is great
demand for an enormous variety of goods and services, especially as consumers differ
from one another in that of age, gender, income, education level, and tastes. Moreover,
the relationships between different consumers, as well as their contact with other

elements of the world surroundings, affect their choice of products, services, and
companies.
As a consumer, trends drive innovation and purchase behavior. New product
innovation is driven by consumer demand for more unique and experimental flavor
combinations. Over two thirds of consumers are willing to experiment with new foods
and beverages, offering plenty of opportunity for product development.
The objective and interest of this research activity is to know what consumers like
most about soft drinks, what attracts them towards these products and to understand the
relationship between the carbonated drinks and health drinks to the buying behavior of
consumers.
Conceptual Framework
INPUT
Preferred drinks of the
respondents in terms of:
1.1 Carbonated Drinks
1.2 Health Drinks
Factors that affect
buying behavior of
consumers between
carbonated drinks and
health drinks

PROCESS

OUTPUT

Assessment of
Factors of Consumer
Preferences through

Significant
relationship
between the
two different
beverages to
the buying
behavior of
consumers

1.1

Survey
Questionnaires
1.2 Interview
1.3 Observation

2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion

FEEDBACK LOOP

Fig. 1 Paradigm of the Study


This study uses input, process, output model. Input includes the preferred drinks
of the respondents, and the factors that affect consumer preferences in buying soft drinks
such as price, taste, color, and promotion. Process intends to make the present study
verifiable which includes survey questionnaires, interview and observation. Output aims
to present the expected result of this study based on the relationship between the two
beverages namely: carbonated drinks and health drinks as perceived by households of
Barangay Macabling in the City of Santa Rosa, Laguna.
Statement of the Problem
This study aims to determine the consumer preference in buying soft drinks as
perceived by selected households of Barangay Macabling in the City of Santa Rosa,
Laguna.
Specifically, the researchers intend to answer the following questions:
1. What is the preferred drinks of the respondents in terms of:
1.1 Carbonated Drinks
1.2 Healthy Drinks
2. What factors do respondents consider in buying their preferred drinks in terms of?
2.1
Price
2.2
Taste
2.3
Color
2.4
Promotion
3. Is there any significant relationship between the two different beverages?
Hypothesis
There is no significant relationship between the carbonated drinks and fruit drinks
to the buying behavior of the consumers as perceived by selected households of Barangay
Macabling in the City of Santa Rosa, Laguna.

Significance of the Study


Other Researchers
The study will benefit the other researchers that will add to the growing body of
information in the field of educational research. The result of the study will be serving as
a guide and material to a better understanding of other researchers who would like to
embark on a conduct of study of similar nature.
Soft drink Companies and Distributors
The study will help the soft drink companies and distributors to improve and to
think of new innovations in their products to increase customer satisfaction.
Soft drink patrons
The study will help soft drink patrons in their decision making in choosing the
best available options in order for them to be aware in fulfilling their needs.

Scope and Delimitations


This study focus on the relationship between carbonated drinks and health drinks
to the buying behavior of the consumers as perceived by households of Barangay Tagapo
in the City of Santa Rosa, Laguna in terms of price, taste, color, and promotion.

Definition of Terms
Terms here are conceptually and operationally defined for better understanding of the
readers.

Behavioral variables are the criteria or yardsticks for measuring and comparing among
different individuals. Mainly observable and measurable characteristics including
gender, income, education, social class, organizational productivity, task orientation,
recall memory, recognition memory, and achievement (Kerlinger& Lee, 2001).
Beverages is any one of various liquids for drinking, usually excluding water specifically
prepared for human consumption.
Buying Behavior is understanding the consumption process and consumers perceptions
of product utility.
Carbon Dioxide is a naturally occurring chemical compound composed of two oxygen
atoms each covalently double bonded to a single carbon atom.
Carbonated drink is a beverage that has had carbon dioxide dissolved into it for some
reason, most often to improve the taste, texture, or both. It is cold drink that is usually
sweet, does not contain alcohol, and is often sold in bottles or cans.
Embark is to begin a course of action, especially one that is important or demanding.
Enormous is very large in size, quantity, or extent.
Health Drink is a beverage that claims to be beneficial to health.
Outlet is a brick and mortar or online retail store in which manufacturers sell their stock
directly to the public.

Product Development is a system of defined steps and tasks such as strategy,


organization,

concept

generation,

marketing

plan

creation,

evaluation,

and

commercialization of a new product.


Soft Drinks is any of a class of nonalcoholic beverages, usually but not necessarily
carbonated, normally containing a natural or artificial sweetening agent, edible acids,
natural or artificial flavors, and sometimes juice.
Vast is of very great extent or quantity, immense.

Chapter III
METHODOLOGY OF RESEARCH

This chapter includes the methods of research, population, and sample size,
descriptions of the respondents, instrumentation, data gathering procedure, and statistical
treatment of data.
Research Method
Descriptive Research intends to describe and interpret what is. It reveals
conditions or relationships that exist or do not exist, practices that prevail or do not
prevail, beliefs of points of view or attitudes that are not held, processes that are going
on or otherwise, effects that are being felt, or trends that are developing. It attempts to
interpret the present. In business research, it may reveal status of old and new products,
consumer product acceptance or preferences, advertising schemes, market trends and
other studies pertinent to business operation.

Population and Sample Size


The total household of the study is three thousand nine hundred twenty (3920)
respondents in Barangay Macabling City of Santa Rosa, Laguna. The source of the
information is from the Municipal Hall of Barangay Macabling in the City of Santa Rosa,
Laguna.
To determine the sample size of the total population the researcher used:
Slovens Formula
N
n=
1 + Ne2
Where:
n = number of sample
N = total population
1 = constant
e = margin of error (5%)
3920

N=
1 + 3920 (5%)2
3920
=
1 + 3920 (0.05)2
3920
=
1 + 3920 (0.0025)
3920
=
1 + 9.8
3920
=
10.8
n

362.96 or 363

Description of the Respondents


The researchers has three hundred sixty-three (363) respondents from the selected
households of Barangay Macabling in the City of Santa Rosa, Laguna.
Instrumentation
The survey questionnaire is use as a research instrument. The questionnaire will
focus in the Relationship of Carbonated Drinks and Health Drinks to the buying behavior
of consumers as perceived by selected households of Barangay Macabling in the City of
Santa Rosa, Laguna.

WEIGHTED MEAN
4.50 5.00
3.40 4.49
2.60 3.39
1.80 2.59
1.00 1.79

VERBAL INTERPRETATION
HIGHLYLY PREFERRED
PREFERRED
SLIGHTLY PREFERRED
LESS PREFERRED
NOT PREFERRED

Data Gathering Procedure


The researcher will use the following data gathering procedure for the study. First,
the researchers will observe the consumers of the two beverages in Barangay Tagapo City
of Santa Rosa, Laguna. Then, the group will proceed in survey questionnaire that is focus
on the Relationship of Carbonated Drinks and Healthy Drinks. The primary data will be
gathering by means of visiting the barangay and conducting a survey questionnaire to the
respondents. The researcher also need the secondary sources of data coming from books
and published materials related to the study. The researcher of the study has chosen the
random sampling.
Statistical Treatment of Data
The researchers will use statistics as the basic tools of measurement research, in
order to analyze the data gathering by the researchers. The researcher will use Slovens
formula for the purpose of computing the sample size; Frequency and Percentage
Formula; Likert scale; for verbal interpretation and to interpret the weighted mean and
weighted mean which is useful indicator of finding the most and at the same time the
least favored of the respondents in the group and lastly, Pearson Correlation Formula to
determine the significant relationship between two variables.
Slovens Formula
N
n=
1 + Ne2
Where:
n = Number of sample
N = Total population
1 = Constant
e = Margin of error (5%)
Frequency and Percentage Formula:

% = f/n (100)
Where:
% = Percentage
f = Frequency
n = Number of total respondents
Weighted Mean Formula:
WM = fiwi
wi
Where:
f = Frequency
n = Number of samples
w = Weight factor
Pearson Correlation Formula:

Where:
r = Pearson correlation coefficient
x = Values in first set of data
y = Values in second set of data
n = Total number of values

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