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040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aCeniza, Sheila Mae R.
245			_aConsumer buying behavior towards roasted pig "lechon" in Cebu City / _cMichelle Abela [and four others].
260			_aCebu City : _c2017. _bUniversity of Cebu,
300			_aiv, 75 leaves ;
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
501			_aThesis (Degree of Bachelor of Business Administration - Marketing Management) -- University of Cebu-Banilad, 2017.
504			_aIncludes bibliographical references (leaves 52-55).
520			_aSummary : 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.
541			_xChristopher Biore _yBusiness and Accountancy _zBSBA-Marketing Management
546			_aEnglish
700			_aAntiquando, Jhonrell C.
700			_aAbela, Michelle F.
700			_aGerenia, Patrick Louie H.
700			_aRuyeras, Radz Daniel G.
942			_2ddc _cTHE
998			_cAillen[new] _d10/10/2017
998			_cAillen[checked] _d10/11/2017
999			_c7651 _d7651