Consumer buying behavior towards roasted pig "lechon" in Cebu City / Michelle Abela [and four others].
Material type:
TextPublisher: Cebu City : University of Cebu, 2017Description: iv, 75 leavesContent type: text Media type: unmediated Carrier type: volumeSummary: Summary : Consumer buying behavior is a set of consumer's attitude, preference, intention and decision that characterizes their buying patterns and behavior in the market. The purpose of the study is to determine the consumer buying behavior towards lechon products in Cebu City. The findings of which will be used as the basis for the formulation of a proposed marketing plan and intervention for the future and existing lechon entrepreneurs. The researchers took it upon themselves to personally administer the survey to the customers of Rico's, Ayer's and Claire's Lechon. The results show that there were more female and male respondents in the age of 18-28 years old bracket. Further, there were 52.86% who were single at the time of the survey and out of these proportion, there were more who earned within P 25,001 - P 35,000. Further, the results indicates that the respondents agreed that the factors that influence their consumer buying behavior towards lechon were cultural, social, personal and psychological factors.Moreover, there is a significant relationship on the civil status and consumer buying behavior towards lechon, However, there was no significant relationship on the gender, average monthly income and age of the respondents. Therefore, there are various factors that affect the consumers in their purchase decision. But cultural factor is considered the most significant variable. Therefore, it is recommended that the proposed marketing plan and intervention scheme should focus on helping the existing and future lechon makers on the cultural impacts in consumer buying behavior towards lechon in Cebu City.
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Thesis
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Periodicals | T C33co 2017 (Browse shelf) | Not for loan | 3UCBL000024737 |
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Thesis (Degree of Bachelor of Business Administration - Marketing Management) -- University of Cebu-Banilad, 2017.
Includes bibliographical references (leaves 52-55).
Summary : Consumer buying behavior is a set of consumer's attitude, preference, intention and decision that characterizes their buying patterns and behavior in the market. The purpose of the study is to determine the consumer buying behavior towards lechon products in Cebu City. The findings of which will be used as the basis for the formulation of a proposed marketing plan and intervention for the future and existing lechon entrepreneurs. The researchers took it upon themselves to personally administer the survey to the customers of Rico's, Ayer's and Claire's Lechon. The results show that there were more female and male respondents in the age of 18-28 years old bracket. Further, there were 52.86% who were single at the time of the survey and out of these proportion, there were more who earned within P 25,001 - P 35,000. Further, the results indicates that the respondents agreed that the factors that influence their consumer buying behavior towards lechon were cultural, social, personal and psychological factors.Moreover, there is a significant relationship on the civil status and consumer buying behavior towards lechon, However, there was no significant relationship on the gender, average monthly income and age of the respondents. Therefore, there are various factors that affect the consumers in their purchase decision. But cultural factor is considered the most significant variable. Therefore, it is recommended that the proposed marketing plan and intervention scheme should focus on helping the existing and future lechon makers on the cultural impacts in consumer buying behavior towards lechon in Cebu City.
BSBA-Marketing Management
English
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