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University of Santo Tomas

SENIOR HIGH SCHOOL

ASSESSING THE IMPACT OF BRANDING STRATEGIES ON THE BUYING


PREFERENCES OF SHS STUDENTS ON LOCAL FOOD BUSINESSES

A Research
Presented to the Senior High School
University of Santo Tomas
Manila, Philippines

In Partial Fulfillment of the Requirements


for the Subject of
Inquiries, Investigation and Immersion
(Practical Research 3)

by
Group 4
Arconado, Russel Joyce
Cruz, Blair
Inanuran, Myriz
Manuel, John Francis
Taguba, Bianca Katherine
Viernes, Jamie

12ABM-16

April 2, 2019
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ABSTRACT

Branding Strategy is a tool that every business use to develop a strong


brand image of their own and to establish a good reputation in different kinds
of industry they belong to. People have different kinds of perception when it
comes choosing a brand. Hence, this study focused more on the effect of
branding strategy on the buying preference of Senior High School students on
local food businesses. The researchers also conducted surveys and interviews
to see if the students consider different kinds of branding strategies in
choosing the best local food business they would buy or eat at. With this
research, the new entrepreneurs, especially in the local food business industry,
can establish a good branding strategy that can help them achieve their goals
in branding.

Keywords: Branding, Buying Preference, Local Food Business


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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

2.0 LITERATURE REVIEW


2.1 Theoretical Framework x
2.1.1 (General Theory - Marketing for Brands only) x
2.1.2 (Practical Theory – Branding Strategies on x
Food Preference of SHS)
2.2 Different Branding Strategies x
2.3 Brand Competencies x
2.4 Customer Value on Branding Strategies x
2.5 Effectiveness of a Brand’s Name on Buying Preferences x
2.6 Impact of Brand and Price x
2.7 Effects of Advertising in Food Preference x
of Children and Adolescents
2.8 Conceptual Framework x

3.0 RESEARCH METHODS


3.1 Design x
3.2 Population and Sampling Selection x
3.2.1 Qualitative Sampling
3.2.2 Quantitative Sampling
3.3 Study Site x
3.4 Instrumentation x
3.5 Data Gathering Procedure x
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3.5.1 Primary Data


3.5.2 Secondary Data
3.6 Mode of Analysis x
3.6.1 Qualitative Data Analysis
3.6.2 Quantitative Data Analysis
3.7 Ethical Consideration

4.0 PRESENTATION, INTERPRETATION AND ANALYSIS OF FINDINGS


4.1 Essence of Branding x
4.2 Different Qualities of a Brand that Separates a x
Company from its Competitors
4.3 Ways on how to Introduce a Brand in the Market x
4.4 Adjustments to Help the Brand x

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION


5.1 Summary of Findings x
5.2 Conclusion x
5.3 Recommendation x
5.3.1 Theoretical Recommendation x
5.3.2 Practical Recommendation 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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Figure 4.4 How can you say Branding Strategies attracts


customers in buying a product of a store or company?
Figure 4.4.1 Factors on Local Food Businesses to have a Branding
Strategy

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

1.1 Background of the Study

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

of the most successful computer software companies. But starting a local

business outside a school or university is a big deal to catch many customers on

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

food products around the school.

According to Johansson and Carlson (2015), in making a brand for a specific

product, it should be clever and friendly in order to catch the main target

consumers of product. Lack of knowledge on the local product especially on the

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

a developed mind in choosing the better and affordable product.

Nowadays, customers are demanding neither small nor big business

especially if the company offered food products in order to satisfy their needs or

wants. In having a small business that is offering food products it should be

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

food products due to personal reasons of the students.

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).

1.2 Objectives of the Study

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

products. One of the researchers’ objectives is to inform entrepreneurs on what

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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1.3 Significance of the Study

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

branding strategies could help them establish their business.

This study also serves to inform recipient on the status of local food

products relevant to the analysis of this study.

1.3.1 Academic Significance

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

reliable information that is carefully constructed by the researchers. It will help

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

buying preferences of the SHS students on local food businesses.


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1.3.2 Practical Significance

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

inform recipient on the impact of branding strategies on the buying preferences

of the SHS students on local food businesses. Business owners can acquire ideas

on what effective branding strategies can help their business be successful. On

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

look for a small restaurant in terms of food quality and price.

1.4 Statement of the Problem

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:

Sub-Problems: The effect of the impact of Branding Strategies on Local Food

Businesses to SHS students

1. What is the essence of branding?


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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

promoted in the market?

4. What changes or adjustments should be done to the brand to have a

better growth of the company?

1.5 Research Impediments

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

on the buying preferences of students because it is more convenient to them. The

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

Management strand of the University of Santo Tomas Senior High School

Department. The researchers will only ask 10 persons from the 18 sections of

ABM. The researchers will have a total of 180 respondents.


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1.6 Definition of Terms

These are the operational and technical terms that we have defines for the

better understanding of the readers:

Branding. According to Merriam Webster, it is the promoting of a product or

service by identifying it with a particular brand. In this study, it is how a company

will endorse their product to students.

Strategies. According to Merriam Webster, it is a careful plan or method. In

this study, it is how a company will succeed in promoting their products.

Start-up Businesses. In this study, this means a newly formed business in the

industry.

Marketing. According to Merriam Webster, it is the act or process of selling

or purchasing in a market.
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CHAPTER 2

LITERATURE REVIEW

2.1 Theoretical Framework

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

development on branding strategies to the Senior High School students.

2.1.1 General Theory

According to Linn (2010), because of its dependence of communication,

marketing demands a discriminating name or trademark to identify the products

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.

2.1.2 Specific Theory

Price, Design, Positioning Statement, Product Performance, Evaluation of

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.

2.2 Different Branding Strategies

Branding is not about being on top of something, but within something.

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

invisible, still prevails. Conversely, the brand on counterfeits, though invisible, is

in effect absent. This is why counterfeits are sold so cheaply.

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

means that the brand is weak when the product is ‘transparent’.

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

as exerting a creative and powerful influence on a given market.

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

be exclusively submitted to the fluctuating inspiration of the creative team: they

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,

communications, and actions.

A brand will be a name that symbolizes a long-term engagement, crusade or

commitment to a unique set of values. According to Kelller (2013), it is embedded

into products, services, and behaviors which make the organization more than a

stand apart, but a stand above. Internally everybody in a brand-driven


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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

CEO, Roberto Goizueta, said: “because everywhere in the world billions of

consumers ask for a coke, never a cola.” Brand must pursue an ideal: to make the

name become the reference or landmark of a category or territory that itself

created. Then people will put the brand as the number one choice in the criterion.

2.3 Brand Competencies

According to Canon (1996), an organization’s competence can be evaluated

through the usage of the five criteria which is being distinctive, sustainable,

appropriable, usable, and measurable. This shows when the competency of an

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

1970s, Westerns were conscious to a competence threat. Both academic and

management consultants discuss why the new competition was a success. A

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

competencies such as the strategy, finance of a company, the innovation of


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products and services, workforce skills, employee productivity, and quality

information that will serve as the guide and how things would work in an

organization or company.

2.4 Customer Value on Branding Strategies

Originally, brands remind and reassure consumers when it comes to quality,

availability, price, and service. Today, it is left in the hands of potential customers.

Products and services can be reviewed online.

Building an emotionally – based brand vision is one of the best strategies on

considering the customer value perception on creating a brand. It sums up what

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.)

Brand awareness is another strategy on considering customer value perception

on branding strategy. It is related to the strength of the brand mode or trace in

memory, which the consumer can measure the ability to identify the brand under

different conditions. It is necessary but not always sufficient, step in building

brand equity (Keller, 2013).


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2.5 Effectiveness of a Brand’s Name on Buying Preferences

The most important assets of a business are intangible: brand name, brands,

symbols, slogans, underlying associations, perceived quality, name awareness,

customer base, and propriety resources (Aaker, 2000). The brand name of a

company is one of the sources of competitive advantage for future earnings.

Managers cannot identify with confidence their brand associations, levels of

consumer awareness, or degree of customer loyalty. Moreover, in the last

decade, managers are desperate for short-term financial results to have price

promotions and brand extensions. According to Gronlund (2013), brand names

define a brand’s personality and that people should be aware about it. The

personality or character of a brand is a manifestation of the positioning. Whereas

the positioning is stated in business or strategic terminology, the brand

personality enriches the positioning and gives it a life. It uses adjectives and

analogies that make it sound more like a person or a memorable experience.

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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created a memorable “Pepsi Generation” campaign. Starbucks is one of the most

increasing brands in terms of café. Every 15 hours, a new Starbucks branch is

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.

2.6 Impact of Brand and Price

Understanding pricing is at the heart of microeconomic theory. Profits

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

low-cost competition is a threat for executives in traditional companies is that

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

developing countries, particularly in Asia.

For Wyner (2014), pricing is sometimes regarded as a detachment from the

rest of marketing because managers focus on behavioral aspect of consumers as

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

decision and planning.

2.7 Effects of Advertising in Food Preferences of Children and Adolescents

According to Caywood (2012), public relations plays a highly significant role

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

the most popular strategy to promote a product but it brings suspicion to

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

endorsements to ease the suspicion of advertisements. The third-party endorsers

are the press, universities, government, and other influencers. Endorsements are

also important and has a credible role in personal products, food, and beverage.

Peer-to-peer conversations also holds a big influence to consumers. Research

shows that consumers are influenced by “people like them”.

Television is also one way of advertising products to consumers. According

to Dr. G. Belch and Dr. M. Belch (2015), televisions has the greatest advantage in

providing and presenting the advertising message. An advantage of Television is

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

representations of products and services. TV commercials are really trendy in this

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.

Another advantage is Coverage and Cost Effectiveness. According to Belch and

Belch (2015), television can easily reach a large number of audiences. Nearly

everyone, regardless of age, sex, income, education etc. watches TV and do it in a

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

celebrities and cartoons as a visual representation of their product. Belch and

Belch (2015) gave an example of an average primetime TV show that reached

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

target market and deliver their advertising message.


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2.9 Conceptual Framework

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

in such competencies with other brands. Thus, brand competencies is being

affected as well by the consumers behavior since it will be the basis of

improvements and development to one’s branding and own strategies.


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CHAPTER 3

RESEARCH METHODS

3.1 Design

This research used a sequential exploratory mixed method design. The

researchers used a qualitative in-depth interview followed by a phase of

quantitative survey data collection and analysis. The purpose of this design is to

develop an instrument (qualitative findings) for classification and testing. It

helped develop an appropriate survey to administer to a larger sample. This

design was done to meet the objectives of the study, specifically to determine the

perception of Senior High School students regarding the branding strategies of

different local food businesses.

3.2 Sampling Size

The goal of the researchers on the sampling size is a total of 185

respondents. The researchers successfully asked 10 persons from sections 2-17,

10 from ABM 1 and 15 from ABM 18 which is the Management sections of the

Accountancy, Business, and Management strand and reached the target

respondents. The researchers gave them a survey about buying preferences on

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

our respondents and to avoid having an inaccurate data.


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3.3 Study Site

The researchers conducted their study at University of Santo Tomas. The

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’

questions. The researchers are comfortable to do interviews and give survey to

Senior High School students because they’re also from this department and

recognize some of the students.

3.4 Scope and Limitation

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

Senior High School students taking up Accountancy, Business, and Management

as a strand.
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3.5 Instrumentation

The instrument that was used in this study is a researcher-made

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.

3.6 Ethical Considerations

In this study, the researchers considered the respondents’ religion/beliefs

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

belong to a certain religion. The researchers also considered the respondents’

perspective when it comes to their eating habits. Some respondents might be

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

that are vegan-friendly.

3.7 Data Gathering Procedure

The researchers gathered some primary data by giving out survey

questionnaire to the target respondents which is the Grade 12 Accountancy,

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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Strategies on the Buying Preferences of SHS students on Local Food Businesses”.

The researchers wanted to have legitimate information and they conducted an

interview with some professionals who has enough knowledge about the

research topic. The professionals were Marketing Professor, Economic Professor,

Business Owner, Marketing Assistant, and Local Food Business Owner.

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

if the data that they got are reliable and accurate.

3.8 Mode of Analysis

In this study, the data that are collected by the researchers will be done in

qualitative and quantitative analysis. First, collected data will be classified

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.

For the qualitative data, it will be done in a narrative analysis. Narrative

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.

In quantitative analysis, statistical analysis will be done. It is in order to

know the similarities and differences between the branding strategies with

regards to the food products, promotions, marketing and establishments they

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

questionnaires will be involved in this test.


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CHAPTER 4

PRESENTATION, INTERPRETATION AND ANALYSIS OF FINDINGS

This chapter presents the data analysis and interpretation of findings from

the 180 respondents completed by the Grade 12 Accountancy, Business, and

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.

This chapter provides the background of the respondents by analyzing their

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

strengths and weaknesses of the research. Questionnaires were given to Grade

12 ABM students in the said university which were statistically analyzed by a

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

the results. Finally, the summary of this chapter is provided.

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

respondents have completed all of the questions that were required to be

answered. The responses gathered from the online survey had been analyzed

using the Google Docs and Microsoft Excel. This chapter solely focuses on

presenting the gathered data in a meaningful way to facilitate the discussion,

which will be presented in Chapter 5.

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

target respondents were Grade 12 students. The researchers surveyed a total of

185 respondents. The researchers successfully asked 10 persons from sections 2-

17. The researchers also surveyed 10 from ABM 1 and 15 from ABM 18 which is

the Management sections of the Accountancy, Business, and Management

strand.
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4.1 Essence of Branding

The first problem focuses on knowing what the qualities of branding are.

According to Keller (2013), a brand will be a name that symbolizes a long-term

engagement, crusade, or commitment to a unique set of values. Keller (2013) said

that it is embedded into products, services, and behaviors, which make the

organization more than a stand apart, but a stand above.

Branding is a way of promoting a product or company. The researchers

interviewed key informants that helped them identify the essence of branding.

According to KII 1, a business owner, branding is being able to distinguish a

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

competitors. It helps companies express their desired image to consumers that

can affect their buying decisions. Meanwhile, KII 4, a marketing professor, stated

that branding is making awareness about your product or company. This means

that branding is a way for a product or company to be known in their specific

fields and can stand out from others.

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

product or company. It is giving the consumers an idea of what the product or

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

slogan of a business” as the best definition that would describe branding

strategies. For male participants, they chose “It defines what a business stands

for” as the best definition of branding strategies.

4.2 Different Qualities of a Brand that Separates a Company from its

Competitors

The second problem of this study focused on the different qualities of a

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

create a vision in their business in order to dominate the market.

The researchers of this study conducted an interview from different persons

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

competitors. KII 2, a marketing assistant, stated another quality that a brand

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

and well-crafted to make it more appealing to the customers. But KII 5, an

economics professor, said that a brand can stand out from its competitors if the

customers are satisfied on purchasing a product or service of a business. All of the

key informants almost had the same answer on being unique and creating a

product based on the owner’s well-crafted mind.

The researchers also conducted an online-based survey which the researchers

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.

4.3 Ways on how to Introduce a Brand in the Market

The third problem focuses on ways on how to introduce a brand to the

market. From the review of the related literature, building an emotionally-based

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.

Brand awareness creates a strong impact for a brand to be established and

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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name defines your brand personality. It is the manifestation or how it positions

itself to be remembered in the market. How consumers would easily think of this

product line and attracts the market.

The researchers conducted an interview from different person that has a

prior knowledge on branding strategy. According to KII 2, a Marketing Assistant, a

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

brand will be able to be innovated and developed as it will be well-known the

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

company, According to KII 4, a Marketing professor, a local food business should

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.

With the survey conducted by the researchers, out of 185 respondents,

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.

4.4 Adjustments to Help the Brand

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

associations, perceived quality, name awareness, customer base, propriety

resources (Aaker, 2000). This statement clearly explains that branding is the most

important tool when having a business because this makes the consumers get

hooked when someone reads the brand.

The researchers of this study conducted an interview from different persons

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

you have to participate in activities like cleaning the rivers or volunteering to

clean the environment. It can help the public know that it is not just a one-time

thing but it is a regular thing in your company.

The researchers also conducted an online-based survey which the

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

strategy attracts customers to purchase a product. And 49% of the respondents

believe that it affects the overall impact of the business with 38% response from

male and 30% from female respondents.


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CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

The researchers of this study assessed the impact of branding strategies on

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

an interview with different professionals and conducted an online based survey

on selected students.

According to Keller (2013), branding is making an awareness of a specific

product of a company. The best depiction that would describe a brand is it

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

branding strategy as a way to get their attention in purchasing a product of a

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

frameworks. Knowing the branding strategies consumers and businesses.

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

consider the future reference.

5.3 Recommendation

5.3.1 Theoretical Recommendation

From the given branding strategies on Chapter 2, theoretical framework, it

is strongly recommended that branding strategies such as design and value

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

positively affect the students.

The researchers also encountered complex decisions when dealing with a

complex range of outcomes. It can be recommended that the options should be

carefully crafted so that respondents would easily understand the study. It is


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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.

5.3.2 Practical Recommendation

Substantial plans such as marketing plans can be done by the business

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

uniform and ready to serve the corresponding customers.

Focusing on what’s happening to the real-life aspect of the food business

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.

 Belch, G., & Belch, M. (2015). Advertising and promotion: An integrated

marketing communications perspective (10e ed.). New York, NY: McGraw-

Hill.

 Caywood, C. (2012). The handbook of strategic public relations and

integrated marketing communications (Second ed.). New York: McGraw-

Hill.

 Chaston, I. (1999) New Marketing Strategies, California, USA, Sage

Publication

 Gronlund, J. (2013. Basics of Branding. New York, NY: Scribner.

 Johansson, Johny & Carlson, Kurt, 2015, Contemporary Brand

Management, Sage Productions Inc., California, USA

 Johansson, J. & Carlson, K. (2015) Contemporary Brand Management,

California, USA, SAGE Publications Inc.

 Kapferer, J.N. (2012). The New Strategic Brand Management: Advanced

Insights and Strategic Thinking. Kogan Page Limited, UK.

 Keller, K. (2002). Branding and Brand Equity. Marketing Science Institute,

USA.
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 Keller, K. (2013). Strategic Brand Management: Building, Measuring and

Managing Brand Equity. Pearson Education Inc., USA.

 Keller, K.L. (2013). Fourth Edition: The New Strategic Brand Management.

Pearson, USA.

 Keller, K.L. (2013) Strategic Brand Management: Building, Measuring and

Managing Brand Equity, New Jersey, USA, PEARSON

 Linn, C. E. (2010). General Theory of marketing. URL: http://www.

metamanagement. se/linn_ gtm_08. pdf

 Ryans, A. (2015). Beating Low Cost Competition. Hoboken, New Jersey.

John Wiley & Sons Ltd.

 Selnes, F. (1993). An examination of the effect of product performance on

brand reputation, satisfaction and loyalty. European Journal of marketing,

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.

 Wyner, G (2014). Pricing and Brand Strategy.

 Watkins, A. (2014). Hello, my name is Awesome: how to create brand

names that stick. San Francisco: Berrett-Koehler Publishers.


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 Wheeler, A. (2006). Designing brand identity: a complete guide to

creating, building and maintaining strong brands. Hoboken, N.J.: John

Wiley.
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APPENDICES

Appendix B: Interview Questions for KII

1. In your own understanding, what is branding?

2. What do you think are the things to consider in establishing a brand?

3. In your own opinion, what do you think is the best branding strategy?

4. What makes a brand stand out from its competitors?

5. How would you determine if a brand has a poor branding strategy?

6. How would you determine if a brand has a productive branding strategy?

7. What advice can you give to a business that is having a hard time to

position a brand?

LIST OF FIGURES

Figure 2.1.2 Branding Strategies on food preference of SHS students


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Figure 2.8 Branding Strategies

Conceptual Framework

CONSUMER
ERS CONSUMER BRANDS

PERCEPTION BEHAVIOR COMPETENCIES

BRANDING

STRATEGIES

INTERNAL &

EXTERNAL FACTORS

Figure 4.1

“Best definition that would describe branding


strategies on local food businesses” (Male)

Branding strategy…
It includes…
29%
32%

It defines…
39%
Branding strategy… It defines… It includes…
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Figure 4.2

“How often do you see local food business owners use


branding strategy in order to promote their products?”
(Male)

Sometimes
34%

Always
58%

Never
8%

Always Never Sometimes


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“How often do you see local food business owners use


branding strategy in order to promote their products?”
(Female)

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

7. Is it effective for local food businesses to have a branding strategy? (Male


Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
STRONGLY 24 24 0.28 0.28
AGREE
AGREE 32 56 0.37 0.65
NEUTRAL 18 74 0.21 0.86
DISAGREE 6 80 0.07 0.93
STRONGLY 7 87 0.08 1
DISAGREE
TOTAL 87

7. Is it effective for local food businesses to have a branding strategy? (Female


Respondents)
FREQUENCY CUMULATIVE RELATIVE CUMULATIVE
FREQUENCY FREQUENCY RELATIVE
FREQUENCY
STRONGLY 36 36 0.37 0.37
AGREE
AGREE 28 64 0.29 0.66
NEUTRAL 23 87 0.24 0.90
DISAGREE 3 90 0.03 0.93
STRONGLY 8 98 0.08 1
DISAGREE
TOTAL 98
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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

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