“STUDENTS
BRAND PREFERENCE OF SOFTSDRINKS AT PUP LOPEZ, QUEZON
SCHOOL
YEAR 2006-2007”
A THESIS
Presented
to the Faculty of Business PUP Lopez Brach Lopez, Quezon
In
partial fulfillment of the requirements for the subject
MK 300,
Marketing Research
Submitted by:
Harrel
M. Paycana
Charles
Renol M. Valencia
Mc.
Martin S. Aguilar
Dennis
B. Maligaya
Archimedes
A. Fruto
Hopelyn
V. Marabe
Submitted to:
Prof.
ALICIA V. DELOS SANTOS
Instructress
October 30, 2006
1st
Semester, SY: 2006-2006
CERTIFICATION
This thesis entitled: Students Brand
Preference of Soft drinks at PUP Lopez, Quezon school year 2006-2007. Prepared
and submitted by Harrel M.Paycana, Charles Renol M. Valencia, Dennis B.
Maligaya, Mc. Martin S. Aguilar, Archimedes A. Fruto and Hopelyn V. Marabe, BBA
III-B students. In partial fulfillment of the requirements for the subject MK
300, Marketing Research for been examined and is recommend for acceptance and
approval for oral examination.
________________________________
Prof. ALICIA V. DELOS SANTOS
Subject Instructress
Date:_________________________
APPROVAL
SHEET
Approved by
the PANEL OF EXAMINERS or ORAL EXAMINATION with the grade of ___________.
__________________________ ___________________________
PROF. LINDA ARDEVELA PROF. THELMA OLAIVAR
ACKNOWLEDGEMENT
We would like to acknowledge this
Marketing Research o the following persons who helped and support to the
prepared completely this project.
To our parents who give a financial
support to afford all materials that are needed in this r4eseach.
To all PUP Students respondents who
concerned to this research and gave this support by answering the
questionnaire.
Especially to our subject instructors
Prof. Alicia V. Delos Santos and Prof.
Walfrando Adan, for giving us an additional knowledge and information about the
research.
All and all we would like to
acknowledge this research to our Almighty God for the guidance all the time for
making our group responsible to accomplish this research study.
With the guidance and helped by each
member the accomplished of this research will not be possible.
Again, many thanks to all of you
The Researchers
LIST OF
TABLES
TABLE
1. Frequency and
percentage distribution of PUP Lopez students respondents as to preferred soft
drinks.
TABLE
2: Frequency and
percentage distribution of PUP Lopez students respondents as to why they choose
that brand.
TABLE
3: Frequency and
percentage distribution of PUP Lopez students respondents as to what size of
soft drinks they regularly buy.
TABLE
4: Frequency and
percentage distribution of PUP Lopez students respondents as to how often they
drink soft drinks.
TABLE
5: Frequency and
percentage distribution of PUP Lopez students respondents as to how packaging
affects their decision in choosing what soft drinks to buy.
TABLE
6: Frequency and percentage
distribution of PUP Lopez students respondents as to what kind of packaging
they prefer in drinking soft drinks.
TABLE
7: Frequency and
percentage distribution of PUP Lopez students respondents as to rating of the
satisfaction with the preferred brand.
CHAPTER 1
PROBLEM AND ITS BACKGROUND
INTRODUCTION
This
research focuses on what brand of soft drinks is preferred by the students of
PUP Lopez, Quezon. Because soft drink is one of the largest industries, the
researchers would want to know how effective are the strategies of different
companies in persuading consumers, (especially the students of PUP Lopez)
because, consumers are the most important person in business. Consumers are not
dependent on the marketer but the marketer is dependent on them, so the
marketer is the one to adjust to make his product patronized by consumers. They
should make the most effective way to persuade their target market. Consumers
are the purpose of work of the marketer. A customer is not someone to argue or
match with, nobody even won arguments with a customer. It is the job of
marketer to handle profitability to consumers and to him. Those are perception
of a manager on marketing.
The researchers choose this topic
because; they notice the increase in consumption of soft drinks. The
researchers would like to know what the characteristics of soft drinks most of
the consumers want. The researchers
choose the PUP Lopez Students respondents
because the most of the consumer of soft drinks are the youth or in adolescent
stage, and the maturity of that are college students that are the reason why
the researchers conducted their study in PUP Lopez, Quezon. And also the
researcher notice that the PUP Canteen is exclusive for Pepsi product, so the
researchers try to know if that that factor affects the buying decision of PUP
Lopez students, in choosing what brand they are going to buy.
The
researchers conducted this research to know what brand of soft drinks is the
most preferred by the student of PUP Lopez. The researchers also would like to
know why they choose that brand, which size of soft drinks do they regularly
buy, how often do they drink soft drinks , does packaging affect their decision
in choosing what soft drinks to buy, what kind of packaging do they prefer, how
satisfied are they with their preferred brand. These are the question that the
researchers would like to find the answers.
THEORETICAL
FRAMEWORK
This part of Study will discuss the
theories, concepts and principles involved. It will help the researchers
explain some various aspects in connection with the topic of this study
“Students Brand Preference of Soft drinks at PUP Lopez, Quezon school year
2006-2007”
Impulse purchase is products or
services bought in the spur of the moment. Typically, these products are
low-priced, frequently bought and quickly consumed. Ready availability is very
important in this category which includes goods like soft drinks.
Howard-Sheth Theory by Stanton
Waud [2] explains the marginal utility
of value as a consumer will continue to buy units of given product as long as
the satisfaction he receives from the last until consumed equal or exceeds.
According to William J. Stanton [3] a
consumer, prefers to patronize product when he perceives. He is maximizing
money; service and product benefits while minimizing the risks received in
terms of product price, acceptability of product offerings and required expenditure
of time and effort.
According t to Laurence Ring and Derek
A. Newton [4] product quality refers to consumer’s perception of the ability of
a product one against to other and make judgment on which one has the highest
quality.
According to Leon C. Maggenson and
Lyee R. Trueblond [5], Consumers behavior is a consumer favors those that given
them what is product, price, promotion and convenience. Consumer’s wants and
need is always changing as result.
CONCEPTUAL
FRAMEWORK
|
INPUT
|
PROCESS
|
OUTPUT
|
|
Characteristics of the soft drinks
products:
|
By
improving their product taste
By
developing the shape of the bottle
By
lowering the price
By
being available in any retail outlet.
|
Preferred
Brand of soft drinks by PUP Lopez Students
|
This conceptual framework will serve
as our guide in our research, in our research study about the effects of
marketing strategies of the soft drinks advantages, taste, price, packaging,
and distribution activities. These strategies will be the guide of the
researchers in making descriptive questions and topic for the questionnaire,
interview and research studies.
The output column in thus result of
our process. It helps determine, which soft drinks brand do the PUP Students
preferred to buy and helps make consumer aware from the usage of their soft
drinks helps make some changes in launching a new marketing strategies that is
sustainable to the soft drinks drinkers and helps benefits to the customers in
buying the product.
STATEMENT
OF THE PROBLEM
“STUDENTS BRAND PREFERENCE OF
SOFTSDRINKS AT PUP LOPEZ, QUEZON SCHOOL YEAR 2006-2007”
SUB-PROBLEM:
- Which
brand of soft drinks is preferred by the respondents?
- What
are the reasons for their preference?
- What
size of soft drinks do respondents prefer to buy?
- How
often do the respondents do drinks soft drinks?
- Does
packaging affect the respondents?
- What
kind of Packaging does respondents preferred on what so drinks to buy?
ASSUMPTION
- Many
students normally drink soft drinks
- Students
have their own brand preference
- That
packaging affects the student’s choice of the brand.
- Students
are very satisfied with their brand preference.
SIGNIFICANCE
OF THE STUDY
This study will help to determine what
brand of soft drinks do the students of PUP Lopez, Quezon prefer to buy. It is
because this research focuses on preference of soft drinks brand of students at
PUP Lopez.
It will also help the marketer to know
why many of the consumers are buying that brand and to know the preference the
consumers buy their product, this will be also help to other students so that
they will determine what are the factors that can affect the consumers choice
of product brand.
And hope this study will be a
instrument for the administration or school so that they will realize if their
decision in making PUP Lopez canteen a exclusive of Pepsi.
This research will serve as a guide
and preference to other researchers doing the some kind of study.
SCOPE
AND DELIMITATION
The researchers conduct, regarding the
Students Brand Preference of soft drinks at PUP Lopez, Quezon school year
2006-20076, as this study stated the information, ideas and words depends in
how the researchers bear and handle the situations.
The researchers have only ninety five
(95) respondents. The respondents of the students are randomly selected.
DEFINITION
OF TERMS
STUDENTS – The respondents of the research study,
a person who buy a particular brand of soft drinks.
PURCHASE – To obtain by paying money or its
equivalent.
PATRONIZING – A habit, custom and a tradition
buying behavior of consumers, frequent or regular purchasing of goods or
product from the particular store.
PREFERENCE -
One that is preferred, most desirable, choice.
AVAILABILITY – Nearness to buyers, being available
in the store.
PRICE – The cost of which something is
obtainable.
PACKAGING – The containing, protecting,
identifying and facilitating the consumer products.
DISTRIBUTION – Referring to the delivery of soft
drinks from manufacturer to different channels of target market.
PRODUCT – is tangible or intangible things like
soft drinks that a consumer receives in exchange of money.
CHAPTER
2
REVIEW
OF RELATED LITERATURE
RELATED LITERATURE
Acceptance
of the product is not easy for those producers or manufacturers. It is easy
just to make a products but the big problem is how consumers can or target
market will wants or patronize for product. As a marketer, he needs to launch
or plan different marketing strategies in order to get the attention or the
target audience. Every business depends on their success to consumers because
they are users of product for final consumption. It is the reason why
entrepreneur exist in their field of business.
According
to Go, [6], it is important for the marketer to emphasize just what consumers
expect from a product instead to emphasizing too many capabilities which
consumers might associate with exaggeration or oversee.
Basically,
consumers have their different expectations towards a product. For the student
of PUP Lopez, they expect a high quality of soft drinks products. Like, the
soft drinks must meet their taste requirements, advertisements and other
promotions which boost their enthusiasm to continue patronizing the product.
Improvement on the products likes packaging, new taste, and services of their
product have to offer.
Miranda
said [7] said that, their buying is not tied rigidly to their incomes but their
behavior at times deep analysis. At times they are moody and tight fisted with
their finances. At other times them foolhardy and indulge in lavish spending.
Their
consumption is wise at times just at other times it is also wasteful, not to
say harmful. It simply means that buying of consumers depends on their behavior
on their mood in buying a product. For instance in buying soft drinks.
Sometimes
they are in the mood of drinking soft drinks, well it depends on their behavior
in which product they are mood of drinking softy drinks, well it depends on
their behavior in which product they are going to buy. Sometimes they want to
spend too much on a certain product as long as they want, but sometimes their
not buying a product depends on how they perceived and behave for the certain
product.
RELATED STUDIES
CHAPTER
3
THE RESEARCH
METHODOLOGY
RESEARCH
DESIGN
The research method used is the
descriptive survey method. The researcher believed that his method had been
used because descriptive study is a fact finding study with adequate and
accurate interpretation of the finding and it is also describes and interprets
the respondents reaction from the data collected and gathered by the
researcher. Through this method we can easily interpret the reason behind
consumer buying and patronizing the particular brand of soft drinks because it
answer questions as which, what, when and why from which it was indicated in
questionnaire given to the respondents.
GATHERING
DATA
The data will be gathered through the
use of survey from the respondents by giving them questionnaire to be answered.
The survey was conducted in PUP Lopez Branch Lopez, Quezon.. The subject was
about the students brand preference of soft drinks at PUP Lopez school
year 2006 - 2007.
DESCRIPTION
OF INSTRUMENT USED
The research questionnaire has the
checklist and an open question asking the respondents what they prefer brand of
soft drinks.
At the first part of the questionnaire
is composed of personal data our respondents their course, year and section
which is needed to our research study. The second part is the question to be
answered by our respondents to know why they patronize particular brands of
soft drinks.
STATISTICAL
TREATMENT
SLOVINS
FORMULA
|
Where:
n= No. Total of respondents
N= Total Population of Students
I – Constant
E2= Margin of error
|
1+Ne 2
1 +(1857) (.1)2
FREQUENCY
AND PERCENTAGE
|
% = F X 100
N
|
WHERE:
% = Means percentage
F= means frequency
N= means total sample
Our group used percentage distribution
as a indicator for determining which items in group were favored most and which
items in a group were favored least by the respondents.
CHAPTER
4
PRESENTATION,
ANALYSIS AND INTERPRETATION
TABLE
1. Frequency and
percentage distribution of PUP Lopez students respondents as to prefer soft
drinks.
|
Brand
|
Frequency
|
Percentage
|
Rank
Order
|
|
Coke
|
20
|
21.1 %
|
|
|
Pepsi
|
17
|
17.89 %
|
|
|
Pop
|
10
|
10.53 %
|
|
|
Royal
|
11
|
11.58%
|
|
|
Mountain dew
|
20
|
21.1 %
|
|
|
Sprite
|
26
|
27.37 %
|
|
|
Sarsi
|
0
|
0.0 %
|
|
|
Sparkle
|
5
|
5.26 %
|
|
|
Others
|
5
|
5.26 %
|
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to prefer soft
drinks. Sprite got the highest frequency which is 26 and has equivalent to 27.
37 %, Coke and Mountain Dew got a frequency of 20 which are equivalent to 21.1
% Pepsi with the frequency of 17 which is equivalent to 17.89 %. Royal has a
frequency of 11 which is equivalent to 11.58 %. Pop has a frequency of 10 which
is equivalent to 10.53%. Sparkle and others have a frequency of 5 which are
equivalent to 5.26 % and lastly is Sarsi with 0% distribution.
It indicates the highest percentage of
PUP Lopez Students respondents as to the most preferred soft drink is Sprite
with 27.37%.
TABLE
2: Frequency and
percentage distribution of PUP Lopez students respondents as to why they choose
that brand.
|
|
Frequency
|
Percentage
|
Rank
Order
|
|
Taste
|
77
|
81.1 %
|
|
|
Price
|
26
|
27.37%
|
|
|
Availability
|
13
|
13.68%
|
|
|
Peer Group
|
6
|
6.32%
|
|
|
Promotion
|
2
|
2.11%
|
|
|
Advertisement
|
10
|
10.53%
|
|
|
Others
|
2
|
2.11%
|
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to why they
choose that brand, is that taste with the frequency of 77, which is equivalent
to 81.1 % followed by price with frequency of 26 which is equivalent to 27.37 %
, Availability has a frequency of 13 which is equivalent to 13.68 % ,
Advertisement has a frequency of 10 which is equivalent to 10.53% , Promotion
of soft drinks is not so much effective
for the respondents because it got only a frequency of 2 with others which are
equivalent to 2.11 %
It indicates the highest percentage of
PUP Lopez student’s respondents as to the reasons why they choose that brand is
the taste with 81.1%
TABLE
3: Frequency and
percentage distribution of PUP Lopez students respondents as to what size of
soft drinks they regularly buy.
|
|
Frequency
|
Percentage
|
Rank
Order
|
|
8-ounce
|
51
|
53.68%
|
|
|
12-ounce
|
37
|
38.95%
|
|
|
500ml
|
2
|
2.11%
|
|
|
1 liter
|
2
|
2.11 %
|
|
|
1.5 liter
|
14
|
14.74%
|
|
|
240 ml
|
2
|
2.11%
|
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to what size
of soft drinks do they regularly buy. 8-ounce is the most size they regularly
buy because it has a frequency of 51 which is equivalent to 53.68%, 12-ounce
got frequency of 37 which is equivalent to 38.95 % followed by 1.5 liter with
the frequency of 14 which is equivalent 14.74, lastly 500 ml, 1 liter and 240
liter are dead even of frequency of 2 which are equivalent to 2.11 %
It indicates the highest percentage of
PUP Lopez students respondents as to what size of soft drinks do they regularly
buy is 8-ounce with 53.68 %.
TABLE
4: Frequency and
percentage distribution of PUP Lopez students respondents as to how often they
drink soft drinks.
|
|
Frequency
|
Percentage
|
|
Once a day
|
26
|
27.37 %
|
|
Twice a day
|
15
|
15.79 %
|
|
Thrice a day
|
6
|
6.32%
|
|
Once a week
|
14
|
14.74%
|
|
Twice a week
|
17
|
18.89%
|
|
Three times a day
|
15
|
15.79 %
|
|
Five times a day
|
3
|
3.16 %
|
|
Others
|
0
|
0.0 %
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to how often
do they drink soft drinks. Once a day with the highest frequency of 26, which
is equivalent to 27.37%, followed by twice a week with frequency of 17, which
is equivalent to 17. 89 %, Twice a day and three time a week with the frequency
15, which are equivalent to 15.79 %.
Once a week with the frequency of 14, this is equivalent to 14.74%.
Thrice a day with the frequency of 6 this is equivalent 6. 32 %. Five times a
week with the frequency of 3 which is equivalent to 3.16 % and lastly is others
which 0% distribution.
It indicates the highest percentage of
PUP Lopez students respondents as to how often do they drink soft drinks is
once a day with 27.37 % distribution.
TABLE
5: Frequency and
percentage distribution of PUP Lopez students respondents as to how packaging
affects their decision in choosing what soft drinks to buy.
|
|
Frequency
|
Percentage
|
|
Yes
|
51
|
53.68%
|
|
No
|
44
|
46.32%
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to that
packaging affect their decision in choosing what soft drinks to buy. There are
51 respondents who answer yes, which equivalent to 53.68% and No with the
frequency of 44 which is equivalent to 46.32 %.
It indicates the highest percentage of
PUP Lopez student’s respondents as to whether the packaging of soft drinks will
affect the decision in choosing what soft drinks; they are going to buy which
is the answer yes with 53.68% distribution.
TABLE
6: Frequency and
percentage distribution of PUP Lopez students respondents as to what kind of
packaging they prefer in drinking soft drinks.
|
|
Frequency
|
Percentage
|
Rank
Order
|
|
Glass Bottle
|
69
|
72.63 %
|
|
|
Plastic Bottle
|
11
|
11.58 %
|
|
|
Can
|
19
|
20 %
|
|
|
Others
|
1
|
1.1 %
|
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to what kind
of packaging do they prefer in drinking soft drinks are Glass Bottle with the
frequency of 69 which is equivalent to 72.63% followed by can with 19, which is
equivalent to 20%, Plastic bottle the Frequency of 11 which is equivalent to
11.58% and lastly Others with the frequency of 1 which is equivalent to 1.1 %
It indicates the highest percentage of
PUP Lopez students respondents as to what kind of packaging do they prefer in
drinking soft drinks is Glass Bottle with 72.63 %.
TABLE
7: Frequency and
percentage distribution of PUP Lopez students respondents as to rating of the
satisfaction with the preferred brand.
|
|
Frequency
|
Percentage
|
|
Very Satisfied
|
34
|
35.79 %
|
|
Satisfied
|
56
|
58.95 %
|
|
Not so much satisfied
|
5
|
5.26 %
|
This table shows the Frequency and
percentage of distribution of PUP Lopez student’s respondents as to rating of
the satisfaction with the preferred brand is that those satisfied with the
frequency of 56, which is equivalent to 58.95%, followed by Very satisfied with
the frequency of 34 which is equivalent to 35.79 %, and lastly is Not So Much
Satisfied with the frequency of 5 which is equivalent to 5.26%.
It indicates the highest percentage of
PUP Lopez students respondents as to rating of the satisfaction with the
preferred brand is that Satisfied with 58.95%.
SUMMARY
OF FINDINGS
1. Based on the data gathered, Table 1
shows the highest percentage of PUP Lopez Students respondents as to the most
preferred soft drink is Sprite with 27.37%.
2. The data presented in Table 2
showed that the highest percentage of PUP Lopez student’s respondents as to the
reasons why they choose that brand is the taste with 81.1%
3. In table 3 is data of the highest
percentage of PUP Lopez students respondents as to what size of soft drinks
does they regularly buy is 8-ounce with 53.68 %.
4. In table 4, it showed that the
highest percentage of PUP Lopez students respondents as to how often do they
drink soft drinks is once a day with 27.37 % distribution.
5. The data presented in table 5.
Showed the highest percentage of PUP Lopez student’s respondents as to whether
the packaging of soft drinks will affect the decision in choosing what soft
drinks; they are going to buy which is the answer yes with 53.68% distribution.
6. Based on the data presented in
Table 6, the highest percentage of PUP Lopez students respondents as to what
kind of packaging do they prefer in drinking soft drinks is Glass Bottle with
72.63 %.
- The
presented data in table 7, is the highest percentage of PUP Lopez students
respondents as to rating of the satisfaction with the preferred brand is
that Satisfied with 58.95%.
CONCLUSION
The researcher conclude that the most
preferred brand of soft drinks according to the respondents of PUP Lopez is the
Sprite because it gives them satisfaction and they drink, based on the result
of survey coke products such as Sprite and Coke are more preferred by the
students compared to Pepsi products (Mountain Dew and Pepsi) . For the
respondents the most important factor are the Taste, and Availability of the
product. Most of them have been affected by attractiveness of the packaging in
their chosen brand. Packaging has no significance on the choice of brand. They
we regularly buy soft drinks in once a day with their preferred size of soft
drinks which is eight (8) ounce in a glass bottle and most of them are
satisfied in their preferred brand.
RECOMMENDATION
Based
on the conclusion, the researcher recommends that:
Ø
Soft
drinks Company should maintain the taste of their products being the primary
factor in the choice of their soft drinks.
Ø
The
product in the market should continue to improve the production, distribution
and availability.
Ø
They
should improve more their advertising and strategic promotion to get the
attention of their customers.
Ø
They
should improve the packaging of their product motivate the customers to buy
their product.
Ø
We
also recommend further study on the Students Brand Preference of Soft Drinks at
PUP Lopez.
Lopez, Quezon
October 10,
2006
Dear
Respondents,
In connection with our subject MK 300, Marketing Research we the BBA
III-B Students are conduction a Survey regarding “Students Brand Preference of
Soft drinks at PUP Lopez, Quezon school year 2006-2007” . In order to
have a good result of this survey may we ask you to answer the following
questions honestly and sincerely.
Your cooperation will highly
contribute to the extent of its success.
Thank
you very much!
Yours truly,
Group 2
Course:
_______________________ Year: __________________ Section: __________
Direction: Please check the answer that best
expresses your opinion or perception about the questions asked:
1. Which
brand of Soft drinks do you prefer?
______ Coke ______ Royal ______ Sarsi
______ Pepsi ______
Mountain Dew ______ Sparkle
______ Pop ______ Sprite ______Others:
___________
2. Why do you
choose that brand? Because of the
_____ Taste _____ Price _____ Availability
_____ Peer
Group _____ Promotion ______Advertisement
_____ Others:
___________________________________________
3. Which size
of Soft drinks do you regularly buy?
_____ 8-ounce _____ 12 ounce _____ 500ml ______1 liter
_____1.5
liter _____240 ml ______others:
______________________
4. How often
do you drink soft drinks?
_____ Once a
day _____ Twice a day _____ Thrice a day
_____ Once a
week _____ Three times a week _____Five times a week
_____ Others
: ________________________________________
5. Does
Packaging affect your decision in choosing what soft drinks to buy?
______ Yes ______ No
6. What kind
of packaging do you prefer?
_____ Glass
Bottle _____ Plastic Bottle _____ Can
_____ Others
: _________________________________________
7. How
satisfied are you with your preferred brand?
______ Very
Satisfied ______ Satisfied _____Not So Much Satisfied
Thank
You!
BIBLIOGRAPHY
THESIS:
ALzaga
M., Francia C., The Impact of Pepsi Products to the buying Behavior of the
students and faculty as perceived by themselves of PUP Lopez (Unpublished
Thesis PUP Lopez ) 2004
Española
C., Magpantay D., Tesalona J., Vestas C., Acceptance of Cosmos Products in
Guymaca and Lopez, Quezon Lopez
(Unpublished Thesis PUP Lopez ) 2003
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Stanto, William J. Fundamentals of Marketing, Mc Graw Hill Inc., 1977
pp.143-144
[2]
Waud, Roger N. Microeconomics, Harper and Row Inc. New York, 1998, p.101
[3]
Etzel Michael J. , Walker Bruce J. , fundamentals of Marketing, Mc. Graw Hill
Inc.
[4]
Ring Lawrence J., Newton Derek A., Decision in Marketing Boston MA 02116, 1989,
p. 229
[5]
Meggenson Leon C., Trueblond Lyle R., Business helath and company, Washington
DC, 1985, 1333
[6]
Go, Josiah “Contemporary Marketing Strategy in the Philippines Setting (Updated
Edition) PMA and AME, 1996
[7]
Miranda, Gregorio S. , Basic Marketing, Revised edition, L and G Business
House, 1979
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