Académique Documents
Professionnel Documents
Culture Documents
A Research
Presented to the Senior High School
University of Santo Tomas
Manila, Philippines
by
Group 4
Arconado, Russel Joyce
Cruz, Blair
Inanuran, Myriz
Manuel, John Francis
Taguba, Bianca Katherine
Viernes, Jamie
12ABM-16
April 2, 2019
University of Santo Tomas
SENIOR HIGH SCHOOL
ABSTRACT
ACKNOWLEDGEMENT
We thank Dr. Edwin Martin (University of Santo Tomas) for this research
won’t be possible without him. Although a lot of revisions were made, we
know that it is for the betterment of our research study and also in order to
fulfill its needs. We would also like to thank Ms. Vivian Anonas (University of
Santo Tomas) for being the statistician of our research study. We thank her for
the assistance in constructing the data that is needed for our research study.
Lastly, we want to thank God for giving us the strength in overcoming all the
sleepless nights that we had to go through just to provide reliable and accurate
information in this research study.
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TABLE OF CONTENTS
Page
ABSTRACT i
ACKNOWLEDGEMENT ii
CHAPTER
1.0 INTRODUCTION
1.1 Background of the Study x
1.2 Objectives of the Study x
1.3 Significance of the Study x
1.3.1 Academic Significance
1.3.2 Practical Significance
1.4 Statement of the Problem x
1.5 Research Impediments x
1.6 Definition of Terms x
REFERENCES x
APPENDICES x
Appendix A: Survey Questionnaire
Appendix B: Key Informants’ Interview Questions
LIST OF FIGURES
Figure 2.1.2 Branding Strategies on Food preference of SHS students
Figure 2. 8 Branding Strategies
Figure 4.1 Best definition that would describe branding strategies
on local food businesses
Figure 4.2 How often do you see local food business owners use
branding strategy in order to promote their products?
Figure 4.2.1 Effectiveness of a Branding Strategy on a local food
Business
Figure 4.2.2 Factors on Local Food Businesses to have a Branding
Strategy
Figure 4.3 Most effective way to promote a brand of a local food
business
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LIST OF TABLES
Table 4.1 Essence of Branding
Table 4.2 Different Qualities of a Brand that Separates a
Company from its Competitors
Table 4.3 Ways on how to Introduce a Brand in the Market
Table 4.4 Adjustments to Help the Brand
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CHAPTER 1
INTRODUCTION
In the business world, brand is one of the main key components for a
company to gain a large sales and revenue to create an empire against its
competitors. One of the best examples in this scenario is about how Steve Jobs
made the Apple Incorporation so popular in the whole world and made it as one
purchasing its local food product. According to Henry (2017), seventy-five percent
and above are the first people who started a business which was a fail because
some of the people who started a business did not carefully study the possible
outcomes in the future. Branding is also one of the main basis in making a
successful business, especially on the Senior High School students on buying local
product, it should be clever and friendly in order to catch the main target
customer’s taste will surely make an impact to the owner of the business on
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having a low sale on the product. Nowadays, most of the consumers have more of
especially if the company offered food products in order to satisfy their needs or
market oriented and it is required to get much understanding about their target
market.
Although branding a food business is not easy, there are also considerations
in order to make a perfect brand for your business. Making unethical or lying
about the brand name will surely make the business fail. According to Simonin
and Ruth (1998), having an intensive competition will be harder for a company to
earn profits. The business owners need to innovate, research, and develop new
products in order to sustain, maintain its customers to buy their product, and
increase their sales. Outside the campus, there are many business owners who
are selling the same product but at a different price especially in the “karinderia”
and street foods. Many students will surely buy the cheaper and most affordable
Most of the brand, does not remain for anything and it doesn’t guarantee
anything. It is only a name and a logo to simply say that it is a business. The brand
and the association behind it are staying aware of the needs of consumers and
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how to satisfy them. When a business is creating a brand name, they think that
the brand is not that much important on making the business successful and will
not help in increasing the sales and revenue of the company (Reichheld, 2015).
The overall objective of this study is to identify the branding strategies that
local food products use to help their brand have a big impact among SHS
students. Companies use strategies to help them market their product or brand.
These strategies can also be a factor on how SHS students buy local food
kind of food business they can establish around the campus based on the
preferences of the students. By gathering the data, the researchers can interpret
and share the results to new entrepreneurs. Therefore, they can have a clue on
what kind of food business they can start. Entrepreneurs can consider the
gathered data in studying their brand and help them improve it. Another
objective of this study is to solve the problems of small restaurant owners who
lacks attention from students and has a poor branding strategy. The researchers
can see if restaurant owners consider other factors on why they chose that kind
of branding strategy.
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The purpose of this study is to help the local food products market
themselves in the Senior High School Students. Both stable businesses which are
businesses that have established their brands already on the food industry and
the start-up businesses who are about to establish the business on the food
industry will gain advantages in this research study. Those stable businesses can
use this research to gain more understanding on what branding strategies could
help them maintain their business in the food industry. On the other hand, those
start-up businesses can use this study by learning new knowledge with what
This study also serves to inform recipient on the status of local food
This study aims to help the future student researchers who will have the
same topic as this study. This study will help them acquire ideas by having more
them in conducting their own research study. The information that these student
researchers be obtained will be all about the impact of branding strategies on the
This study aims to help business owners and at the same time students of
the real-life world. One of the aims of this research study is to be useful and
accurate for the real-life world. For the business owners, this study will serve to
of the SHS students on local food businesses. Business owners can acquire ideas
the other hand, this research study can also help the students on helping them
choose properly on what eatery/ small restaurant would satisfy their standards
specifically its food quality and price. The customers will also benefit from this
research study because just like the students, they will acquire ideas on what to
Main Problem: The study aims to determine how local food businesses establish
their own brand name. Specific questions that the researchers aim to answer are
the following:
2. What are the different qualities of a brand that separates a company from
other competitors?
3. What are the several ways in which a brand can be introduced and
The scope of our study is limited to small restaurants along P. Noval area. The
researchers chose small restaurants along P. Noval because the building of the
Senior High School students is near the P. Noval gate and they saw it as a factor
respondents will also be limited so it’s easier for the researchers to ask for the
data. The respondents will only come from the Accountancy, Business, and
Department. The researchers will only ask 10 persons from the 18 sections of
These are the operational and technical terms that we have defines for the
Start-up Businesses. In this study, this means a newly formed business in the
industry.
or purchasing in a market.
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CHAPTER 2
LITERATURE REVIEW
This part shows the foundations for the research problem on branding
strategies on food preference of the Senior High School students that will lead the
study on investigating and analyzing the theories and problems. All of these
theories are all related to one another to determine the best and possible
it deals with. This theory tells us that for a product to be marketed it should have
a brand. A brand helps the product have a value to customers and also the
market.
Alternatives, and Value Proposition are the theories related to the branding
strategies on food preference of Senior High School students. One of the theories
is the Price. Price can affect the food preference of Senior High School students
because some are on a budget. They prefer cheap food but can also satisfy their
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hunger rather than eating at a restaurant that is a bit expensive but still not
satisfied with what they had. Another theory is the Design of the brand. This is
how companies use logos, catch-phrases, and slogans to catch the consumer’s
attention. The customer will then be interested and explore their food products.
These theories can help us have an idea if these really affects the buying
preference of Senior High School students on local food products within the
campus.
According to Keller (2002), the fact that a relabeled item is worth more than a
generic brand confirms this understanding of branding. The brand has intrinsically
altered it: hence the value of Lacoste’s without ‘Lacoste’, Adidas’s without
‘Adidas’. They are worth more than limitations because the brand, though
A brand not only acts on the market, it organizes the market, driven by
vision, a calling, and a clear idea of what the category should become. Many
brands wish to fully identify the product category and expect to control it. In fact,
they often end up disappearing within it (Kurnel, 2000). Bredish (2005) said that
according to the objective of the brand itself; transforming the category implies
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endowing the product with its own separate identity. In concrete terms, that
The brand should have its own specific point of view on the product category.
According to Kapferer (2012), major brands have more than just a specific or
dominating positions in the market: they hold certain positions within the product
category. This position and conception both energize the brand and feed the
transformations that are implemented for matching the brand’s products with its
ideals. It is a recent idea and conveys the emerging conception of the brand, seen
Brand Personality and style are conveyed less by words than by a way of
being and communicating. According to Kapferer (2012), these codes should not
must be defined so as to reflect the brand’s unique character. The next level
presents the brand’s strategic image features: amounting to four or five, they
result from the overall vision and materialize in the brand’s products,
into products, services, and behaviors which make the organization more than a
organization must be driven by one ideal: to make the name a unique purchase
criterion of the targets. Like the Coke, it is the number one brand in the
Interbrand Financial Evaluation Hit Parade with $72 billion in 2010. Former Coke
consumers ask for a coke, never a cola.” Brand must pursue an ideal: to make the
created. Then people will put the brand as the number one choice in the criterion.
through the usage of the five criteria which is being distinctive, sustainable,
organization achieved these five criteria; it will get a positive outcome. There’s
also a possibility that when an organization monitors and give effective systems, it
can ensure the process and development of the internal competencies. In the
theory is that when Pacific Rim improved its manufacturing and quality
management, it made their customers like it and their customer value increased.
A research in the countries of Europe and New Zealand have proposed key
information that will serve as the guide and how things would work in an
organization or company.
availability, price, and service. Today, it is left in the hands of potential customers.
the brand wants to stand for in the minds of consumers (Temporal, 2014). 1.)
Naturally, the consumer comes to understand what the brand stands for and
begin to develop an internal image for the brand. The attitudes and preferences
of the consumers in the market come strongly into play (Johansson, 2015). 2.)
memory, which the consumer can measure the ability to identify the brand under
The most important assets of a business are intangible: brand name, brands,
customer base, and propriety resources (Aaker, 2000). The brand name of a
decade, managers are desperate for short-term financial results to have price
define a brand’s personality and that people should be aware about it. The
personality enriches the positioning and gives it a life. It uses adjectives and
For example, Watkins (2014) once said that brand names are correlated with
their corresponding brand essence. He gave Pepsi as an example for this, he said
that Pepsi crafted its brand personality to strike a marked difference from Coke.
As the number two cola brand, it is much more risk-taking, innovative, and
vivacious-reminiscent of the famous Avis “We try harder” campaign against the
category leader. Pepsi had “fun, active, and adventuresome” brand essence and
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being opened in the whole wide world. The name “Starbucks” was a character in
Starbuck and that was the name of the first-mate of whale-ship Pequod, the ship
in Moby Dick. That time Moby Dick was famous and it attracted a lot of
consumers and they got curious on how Starbucks as a coffee is related to Moby
Dick.
depend upon setting the right place. According to Ryans (2015), many companies
are challenged by low cost competitors that offer “good enough” products and
services at very attractive prices. Ryans (2015) stated that one of the reasons why
these competitors seem to multiply more quickly than they did a decade or two
ago. In many industries, the low-cost threat is coming from companies based on
not all are the same. Managers need to understand their customer along with the
needs related to the brand. Pricing is closely related to the other elements of
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brand strategies in creating customer value. There had been many high-level
trends over the last decade in developing pricing that are essential to marketing
to the food and beverage industry. Public relations help companies to promote
their product and attract customers to increase their sales. Advertising is one of
customers. Caywood (2012) stated that consumers are aware of advertisers being
paid with large amount of money by the company to paint the best picture of
their product. With this, public relations professionals seek for third-party
are the press, universities, government, and other influencers. Endorsements are
also important and has a credible role in personal products, food, and beverage.
to Dr. G. Belch and Dr. M. Belch (2015), televisions has the greatest advantage in
the Creativity and Impact. Interaction of sights and sounds from the television
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helps create a tremendous creative flexibility and makes it dramatic and a life-like
generation. Some companies, most especially food and beverage products, offer
commercials with stories that happen in real-life and it affects the feelings of the
consumers. Consumers will be interested and it will lead them to try the product.
Belch (2015), television can easily reach a large number of audiences. Nearly
regular basis. Marketers use this to sell products that appeal a big target market.
An example of this are children and teens. Some food companies use commercials
to promote their food and sometimes offer some toys for kids and it affects their
food preference based on the commercials the companies use. They use
over 5 million homes. In 2007, reaching an average cost of $23 for evening shows
and $6.47 for daytime weekly shows. With this, companies use TV to reach their
The internal and external factors greatly affect the consumer perception
regarding the branding of a business. It shows that with the consumer perception,
it greatly affects the consumer behavior since consumers do have different stands
with the product or industry that is being offered. This shows that branding
strategies directly get an impact with the consumers. It indicates to be a guide for
the consumers of what brand and how the brands try to expand their businesses
CHAPTER 3
RESEARCH METHODS
3.1 Design
quantitative survey data collection and analysis. The purpose of this design is to
design was done to meet the objectives of the study, specifically to determine the
10 from ABM 1 and 15 from ABM 18 which is the Management sections of the
local food businesses in order to know their reasons why did they prefer a specific
eatery or restaurant. We limit our sampling size to easily get the information of
researchers focused more on students from the Senior High School department of
UST. This department was chosen because the researchers know that Senior High
School students are interested in exploring new food around the university.
Senior High School students also have more time to answer the researchers’
Senior High School students because they’re also from this department and
The scope of our study is limited to small restaurants along Padre Noval St.
area. The researchers chose small restaurants along P. Noval area because the
building of the Senior High School students is near the P. Noval gate of the
university. Some students prefer to eat at this area because it is more convenient
and they have a lot of options. The respondents are also limited so it’s easier for
the researchers to ask for the data. The respondents only came from Grade 12
as a strand.
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3.5 Instrumentation
questionnaire that was available in Google Forms Online Survey in order for the
researcher to collect all the needed data which was used in this study that helped
the researchers find the best branding strategy on local food businesses according
to the Grade 12 Senior High School students under the strand of Accountancy,
business, and Management. The questions that were used are based on the
researchers’ references like published books and other thesis that is relevant in
this study. In the preparation of the instrument on this study, the researchers
found the best requirement on the plotting of best-gathered data and it was also
considered. The researchers didn’t use the open-ended type of questions in the
survey because the researchers can assure that all the answers of the
respondents will be more accurate and much relatable in this study. The
researchers of this study did not force the respondents to answer the survey even
if they know something about this study or not. Thus, the researchers also asked
for the respondents’ consent or a request to answer the survey online. Answering
the questionnaire is very convenient for the respondents because they answered
it online. In order to keep the identity of the respondents, it is optional for them
to include their name or not, but the researchers of this study asked for the
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respondents’ UST email and section which is required to open the survey. The
researchers also assured that the answering of the survey was finished in enough
time for the researchers to gather the data that was needed. In extent, the
answers of the respondents are based on the options that the researchers
provided, other answers that are not on the choices are not considered.
because some branding strategies of companies might offend the respondent and
can result as a conflict with his or her beliefs. In some religion, they are required
to avoid certain foods which can affect the company’s impact to consumers that
vegan and are not interested in food that came from animals. This can affect the
impact of brands on the respondents because they are focused more on brands
Business, and Management strand students of the UST Senior High School. The
questions are related to research topic and it is “Assessing the Impact of Branding
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interview with some professionals who has enough knowledge about the
The researchers also used other references like books to help them
understand the topic and also get specific information that are needed for the
study. The researchers also looked for journal articles to help them in comparing
In this study, the data that are collected by the researchers will be done in
according to its manner. Second, it will be sorted out to a more specific and
distinguished data in order to analyze the data gathered. It is also to fix the gaps
and interpretation that will give an explanation in order to sum up the whole
data.
analysis was used on how the brands and its strategies make their customers
have a context of what they do or the workplace that is involved for their living.
Narrative analysis is a more detailed and unique analysis that comes directly to a
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person who the researcher investigates for his study. An interview to experts or
to those who have prior knowledge regarding branding strategies will occur.
know the similarities and differences between the branding strategies with
have. How they maintain a good quality and services for the customers and what
makes them unique to create a better relationship with the customers. Survey
CHAPTER 4
This chapter presents the data analysis and interpretation of findings from
Management students in the University of Santo Tomas Senior High School. The
purpose of this study was to identify the impact of branding strategies on the
buying preferences of the Senior High School students particularly in local food
businesses. The local food business owners will benefit from this research study.
demographic details. This is followed by findings and analysis of data, and the
summary.
To further improve the study, a pilot test was utilized to determine the
statistician. The researchers used Google Forms to conduct the online survey.
Tables and graphs were used to facilitate a simplistic and reader-friendly writing.
The data was then converted using Microsoft Excel in order to logically analyze
This chapter will also present the findings and analysis derived from the
online survey. A total of 180 responses were received from the targeted 180
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potential respondents which constitutes a 100% response rate for the survey. All
answered. The responses gathered from the online survey had been analyzed
using the Google Docs and Microsoft Excel. This chapter solely focuses on
The researchers surveyed students from the Grade 12 ABM strand in the
University of Santo Tomas Senior High School. The profile of the respondents was
tabulated and computed according to the following: section, age, and sex.
For the demographics, the findings showed that most of the respondents
were female having a percentage of 52.97% while the male got 47.02% in total.
According to the survey, most of the respondents were ages 17-18 since the
17. The researchers also surveyed 10 from ABM 1 and 15 from ABM 18 which is
strand.
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The first problem focuses on knowing what the qualities of branding are.
that it is embedded into products, services, and behaviors, which make the
interviewed key informants that helped them identify the essence of branding.
specific product in a world where a lot of products are the same. Branding has a
quality of giving a specific image to a product that makes them unique from their
can affect their buying decisions. Meanwhile, KII 4, a marketing professor, stated
that branding is making awareness about your product or company. This means
The researchers conducted an online survey using Google Forms and sent the
link to 10 students from the 18 sections of the ABM strand. A result of 37% mean
that 67 students out of 180 think that branding defines what a business stands
for, the promise they make, and the personality they want to convey. This means
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SHS students think that the essence of branding is showing the true colors of a
company is all about. Another result that the researchers retrieved from the
online survey is female participants choosing the answer “It includes the logo and
strategies. For male participants, they chose “It defines what a business stands
Competitors
brand that separates a company from its competitors. In the review of related
literature, it says that a brand does not only acts on the market, but it organizes
the market, driven by a vision, a calling, and a clear idea of what the category
should become (Keller, 2013). This statement clearly explains how branding
strategies, even in the local food products, have a huge effect from its
competitors to attract more customers. Some of the local food business owners
that has knowledge on branding strategies that can help answer the second
problem of the study. According to KII 1, there are different qualities of a brand
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that separates a business from its competitors; one of the qualities is having a
unique feature. This feature must be different from other brands because it is
hard for a business owner to stand out in the market if he/she has a lot of
separates a product from the others is the research ideas and not to infringe
other business’ brand. This is also a great idea especially for the people who want
to start their own business specifically in the local food business industry.
Meanwhile, KII 3, a local food business owner, said that original should be
considered on making a brand to stand out, and the concept should be unique
economics professor, said that a brand can stand out from its competitors if the
key informants almost had the same answer on being unique and creating a
sent the link to ten students in all the Grade 12 sections of the Accountancy,
Business, and Management Strand. This is also one way of understanding the
perception of the Senior High School students on branding strategy on the local
food businesses. Out of 180 respondents, 37% in total agreed that it is effective
for a local food business to have a branding strategy and 41% of the male
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respondents while 42% of female respondents strongly agree with this idea.
Because 47% of all the respondents agreed that they often see local food business
owners’ use branding strategy in order to promote their product, 59% from 17-
year-old respondents agree that they often see local food businesses using
branding strategies, while 44 % from 18-year-old and 49% are from 19-year-old
respondents. And 49% of all the respondents, with 48% from both the male and
female respondents say that using a brand affects the overall impact of the
business.
brand vision is one of the best strategies on considering the customer value
perception introducing a brand. This sums up the brand that wants to stand out in
the minds of the consumers (Temporal, 2014). The first thing that a company
should do is to know their target market and further research on consumers and
what they need to know within the brand. This is how brand awareness comes.
introduced to the market. It measures how the local food businesses strengthen
its capacity to be known in the market. It is how a local food business develops its
brand to be easily remembered by the customers. Another way is that your brand
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itself to be remembered in the market. How consumers would easily think of this
local food business should know first its customers. Since the company would
know what are the strengths and weaknesses of its brand to the market How a
market. Making a tagline or being creative in introducing your product line. will
make the market attracted and be aware of the product being produced by the
think about the message that wants to be delivered and how will it be perceived
by the consumers because this will be the basis of why a local business
established its company and how will it maintain itself for the next coming years.
It is how the local food business should satisfy the needs of the target market.
39% of the data said that the most effective way to promote a brand is how it
outlines the key qualities and benefits of what the brand offers. 36% from the
male respondents and 41% from female respondents believes that creating a
brand should identify first the main customers. Of course, it explains how well
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business owners know your product line. It is how a brand shows its personality
and be recognized by its competitors and the market if the owner itself doesn't
know about its brand. The other 32% of the data answered development of
brand's creative elements which it captures attention and strikes to the minds of
the consumers. 29% of the data said that, it is a need to identify the main
customers since they will be the one to identify and recognize your product.
The fourth problem focuses on the adjustments for the brand. From the
review of related literature, it says that the most important assets of a business
an intangible: brand name, brands, symbols, and slogans and their underlying
resources (Aaker, 2000). This statement clearly explains that branding is the most
important tool when having a business because this makes the consumers get
that have knowledge in branding strategies that answers the fourth problem.
According to KII 2, the best branding strategies are advertising and direct selling.
Another best branding strategy is to determine the consumer's needs wants and
buying behavior and adjust the branding strategies accordingly KII 3. While KII 1
said that the best branding strategy is to actually know your US (Unique Selling
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Proposition). Meaning you must know what makes your product unique from
other products inside the market. This is will be a great start for you to know
what you will be creating. But for KII 4, the best branding strategy nowadays
would be all about market penetration, letting your customers know that you do
exist, and of course by doing the right actions. For example, you want to show
people that your logo or company is all about corporate social responsibility then
clean the environment. It can help the public know that it is not just a one-time
researchers sent the link to each section of Grade 12 ABM. This is also one way to
know the insights of Senior High School students on branding strategies. Out of
180 respondents, an equal of 42% disagree and strongly disagree that branding
believe that it affects the overall impact of the business with 38% response from
CHAPTER 5
5.1 Summary
the buying preferences of Senior High School students on local food businesses
between its essence, the different qualities of a brand that separates a company
from its competitors, ways on how to introduce a brand in the market, and
adjustments to help the brand have a better growth for the local food business.
The purpose of this study is to help the local food business owners to market
themselves to Senior High School students. This will benefit the business owners
because they will have enough knowledge to maintain their business, especially in
the industry. The researchers conducted various methods in order to collect all
the required data that answered the problem of the study, especially gathering
information from different published books or articles. The researchers also had
on selected students.
defines what a business stands for and this is one of the main qualities of a brand
that can stand out from its competitors. A lot of Senior High School students
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often see local food businesses use branding strategies in order to promote their
products. They believe that it is effective to stand out in the market and this
factor affects the overall impact on the business. Though many competitions are
currently happening in the local food business industry, a lot of students believed
that the local food business owners should focus on outlining the key qualities
and benefits of their brands. If a business was unable to use the best way in
establishing a strong brand in the market, the business owner should identify the
needs and wants of its customers because the respondents of this study agree on
business.
5.2 Conclusion
The purpose of this study was to assess the impact of branding strategies on
the buying preferences of SHS students. Other variables were also investigated
affecting the buying preferences with regards to branding strategies. From the
analysis, it was found out that there are different branding strategies affecting
students and it is probably most evident in Chapter 2 RRL and in the two
For the consumers like the SHS students, a sense of awareness would
redirect them in their buying patterns. For the businesses, particularly local food
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businesses, they could improve their business, since they already know what the
consumer wants.
The researchers can conclude that the local food businesses’ name, logo,
and slogan attracts Grade 12 ABM students. According to the survey, 65% of the
target respondents agreed with it. Also, the researchers can conclude that the
brand name of the local food business affects their decision because 67% of
Grade 12 ABM students approved of this. In this study, looking to it, the
importance of branding was strengthened. The researchers can say that one must
5.3 Recommendation
preposition should be given importance for local food businesses because these
greatly attracts customers particularly the Grade 12 ABM students. It was proven
empirically from the previous chapter that these two branding strategies
recommended that the study should also be carried out on students from other
colleges to see whether there are any similarities in the findings. Besides, this
study was only done on Grade 12 ABM students. Furthermore, future research
could also explore the difference between branding strategies and marketing mix
because it can be a good idea to investigate those two which is very similar to
each other so that the students can somehow change their attitude towards
branding strategies.
owners before proceeding with the food business. In the marketing plans, needs,
wants, and desires of a specific target market are included. Another thing is that a
marketing mix should also be considered in order to identify the food product,
price, place, and promotion of the business. In this manner, the business will be in
industry, it is right to have a good quality food product but in an affordable price
since this is one of the main answers from the survey. The SHS students care
about the price of the food asking themselves if what they are eating is worth the
price. Another thing is that with the price being affordable from their weekly
budget, they make sure that it is still in good quality and most importantly is the
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food’s taste. This is one of the major branding strategies that can impact the SHS
students.
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REFERENCES
Aaker, D. (2000). Managing Brand Name and Equity. New York, The Free
Press.
Hill.
Hill.
Publication
USA.
University of Santo Tomas
SENIOR HIGH SCHOOL
Keller, K.L. (2013). Fourth Edition: The New Strategic Brand Management.
Pearson, USA.
27(9), 19-35.
Temporal, P. (2014) Branding for the Public Sector: Creating, Building and
Managing Brand for People Will Love, Padstow, UK, John Wiley and Sons
Ltd.
Wiley.
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SENIOR HIGH SCHOOL
APPENDICES
3. In your own opinion, what do you think is the best branding strategy?
7. What advice can you give to a business that is having a hard time to
position a brand?
LIST OF FIGURES
Conceptual Framework
CONSUMER
ERS CONSUMER BRANDS
BRANDING
STRATEGIES
INTERNAL &
EXTERNAL FACTORS
Figure 4.1
Branding strategy…
It includes…
29%
32%
It defines…
39%
Branding strategy… It defines… It includes…
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Figure 4.2
Sometimes
34%
Always
58%
Never
8%
Sometimes Always
43% 44%
Never
13%
Always Never Sometimes
Figure 4.2.1
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Figure 4.2.2
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Figure 4.3
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Figure 4.4
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Figure 4.4.1
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LIST OF TABLES
Table 4.1
3. What do you think is the best definition that would describe branding strategies on
local food businesses? (Female Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Branding 29 29 0.30 0.30
strategy…
It defines… 38 67 0.39 0.69
It includes… 31 98 0.32 1
TOTAL 98
3. What do you think is the best definition that would describe branding strategies on
local food businesses? (Male Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Branding 24 24 0.28 0.28
strategy…
It defines… 30 54 0.34 0.62
It includes… 33 83 0.38 1
TOTAL 87
Table 4.2
4. How often do you see local food business owners use branding strategy in order to
promote their products? (Male Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
ALWAYS 52 52 0.60 0.60
NEVER 7 59 0.08 0.68
SOMETIMES 28 87 0.32 1
TOTAL 87
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4. How often do you see local food business owners use branding strategy in order to
promote their products? (Female Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
ALWAYS 45 45 0.46 0.46
NEVER 15 60 0.15 0.61
SOMETIMES 38 98 0.39 1
TOTAL 98
Table 4.2.1
Table 4.2.2
8. What are the factors on local food businesses to have a branding strategy? (Male
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Competition… 18 18 0.21 0.21
It affects… 36 54 0.41 0.62
It gives… 33 87 0.38 1
TOTAL 87
8. What are the factors on local food businesses to have a branding strategy? (Female
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Competition… 26 26 0.27 0.27
It affects… 43 69 0.44 0.71
It gives… 29 29 0.30 1
TOTAL 98
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Table 4.3
6. What is the most effective way to promote a brand of a local food business? (Male
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Develop… 30 30 0.34 0.34
Identify… 31 61 0.36 0.70
Outline… 26 87 0.30 1
TOTAL 87
6. What is the most effective way to promote a brand of a local food business? (Male
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Develop… 31 31 0.32 0.32
Identify… 27 58 0.28 0.60
Outline… 40 98 0.41 1
TOTAL 98
Table 4.4
5. How can you say that branding strategies attract customers in buying a product of a
store or company? (Male Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
STRONGLY 31 31 0.36 0.36
AGREE
AGREE 39 70 0.45 0.81
NEUTRAL 12 82 0.14 0.95
DISAGREE 2 84 0.02 0.97
STRONGLY 3 87 0.03 1
DISAGREE
TOTAL 87
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5. How can you say that branding strategies attract customers in buying a product of a
store or company? (Female Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
STRONGLY 46 46 0.47 0.47
AGREE
AGREE 35 81 0.36 0.83
NEUTRAL 13 94 0.13 0.96
DISAGREE 3 97 0.03 0.99
STRONGLY 1 98 0.01 1
DISAGREE
TOTAL 98
Table 4.4.1
8. What are the factors on local food businesses to have a branding strategy? (Male
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Competition… 18 18 0.21 0.21
It affects… 36 54 0.41 0.62
It gives… 33 87 0.38 1
TOTAL 87
8. What are the factors on local food businesses to have a branding strategy? (Female
Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
Competition… 26 26 0.27 0.27
It affects… 43 69 0.44 0.71
It gives… 29 29 0.30 1
TOTAL 98