Brand equity and purchase intention of mothers towards baby products in selected areas of Cavite / by Judy Ann B. Bayot and Brent Neil R. Sipat.
Material type:
TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2017.Description: xiii , 85 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 381 B34 2017
- College of Economics, Management and Development Studies (CEMDS), Department of Management
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 381 B34 2017 (Browse shelf(Opens below)) | Link to resource | Room use only | T-7008 | 00077230 |
Thesis (Bachelor of Science in Business Management) Cavite State University.
Includes bibliographical references.
College of Economics, Management and Development Studies (CEMDS), Department of Management
BAYOT, JUDY ANN B. and SIPAT, BRENT NEIL R. Brand Equity and Purchase Intention of Mothers Towards Baby Products in Selected Areas of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. May 2017. Adviser: Ms. Danikka A. Cubillo.
The study was conducted from January to March 2017 in selected areas of Cavite, to assess the significant relationship between the brand equity and purchase intention of mothers towards baby products. Specifically, this study aimed to know the demographic profile of mothers; determine the level of level of brand equity of baby products as perceived by mothers in terms of brand awareness, brand loyalty and brand association; determine the level of purchase intention of mothers towards baby products in terms of functional, emotional, social, and price value; ascertain the relationship between the demographic profile and level of level of brand equity of baby products as perceived by mothers; ascertain the relationship between the demographic profile and purchase intention of mothers towards baby; and ascertain the significant relationship between brand equity and purchase intention. Descriptive and correlational methods were employed in the study. The survey method used in this study was survey questionnaire and a total of 280 usable responses were obtained using purposive random sampling technique. The participants of the study were mothers from selected areas of Cavite including the cities of Trece Martirez, Dasmaririas, Imus and Bacoor. Findings revealed that majority of the mother were 29 years old and below, married with one child below four years old, high school graduates and had a family monthly income that ranged from 5,000 and below. Furthermore, the study revealed that age of mothers and their highest educational attainment had a significant relationship with brand equity. Hence, their educational attainment also shows a significant relationship with purchase intention. Moreover, the study revealed that mothers had a moderate level of perceived brand equity and a low level of purchase intention towards baby products. The Spearman Rank correlation analysis was utilized to determine if there is a significant relationship between brand equity and purchase intention of mothers towards baby products. This implies that the purchase intention of the mothers for purchasing baby products can be predicted with the customer's nature of brand equity. The company should put a lot of effort and resources in building their brand equity that their target customers will be able to change their purchasing decision.
Submitted to the University Library September 04, 2017 T-7008