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Effectiveness of marketing strategies employed by Haute Couture Shops in selected municipalities of Cavite / by Julie Ann B. Gutierrez.

By:

Gutierrez, Julie Ann B [author]

Contributor(s):

Estrada, Daisy H [adviser]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : 2009. Cavite State University- Main Campus,Description: xiii, 70 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

658.8 G98 2009

Online resources:

Click here to view thesis abstract and table of contents

Production credits:

College of Economics, Management, and Development Studies (CEMDS)

Abstract: GUTIERREZ, JULIE ANN B. Effectiveness of Marketing Strategies Employed by Haute Couture Shops in Selected Municipalities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Imus, Cavite. March 2009. Adviser: Daisy H. Estrada. A study was conducted to: identify the demographic characteristics of consumers that affect patronage of haute couture apparels, determine the marketing strategies employed by haute couture entrepreneurs in terms of the marketing mix (4P's), and assess the effectiveness of marketing strategies employed by haute couture shops measured in terms of recall and association, opinion and attitude, inquiries, and sales. Stratified random sampling was used to identify the selected municipalities in which the study was conducted. Complete enumeration was utilized and identified the 32 entrepreneur-respondents. All of them were included in the study to eliminate biases. A quota of 100 client-respondents was taken from the three municipalities. Mean, frequency count, rank, and percentage were used in identifying the demographic characteristics of consumers and in determining the marketing strategies employed by haute couture entrepreneurs. Liken scale was utilized in determining the level of agreement and satisfaction of consumers and mean (average) was also used to single out the average inquiries and sales as measurement to assess the effectiveness of marketing strategies employed. In order to analyze the liked scales, weighted mean was applied. Results revealed that the marketing strategies employed by haute couture shops in selected municipalities in Cavite were effective.

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Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	658.8 G98 2009 (Browse shelf(Opens below))		Link to resource	Room use only	T-3996		00007842

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

GUTIERREZ, JULIE ANN B. Effectiveness of Marketing Strategies Employed by Haute Couture Shops in Selected Municipalities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Imus, Cavite. March 2009. Adviser: Daisy H. Estrada.
A study was conducted to: identify the demographic characteristics of consumers that affect patronage of haute couture apparels, determine the marketing strategies employed by haute couture entrepreneurs in terms of the marketing mix (4P's), and assess the effectiveness of marketing strategies employed by haute couture shops measured in terms of recall and association, opinion and attitude, inquiries, and sales. Stratified random sampling was used to identify the selected municipalities in which the study was conducted. Complete enumeration was utilized and identified the 32 entrepreneur-respondents. All of them were included in the study to eliminate biases. A quota of 100 client-respondents was taken from the three municipalities. Mean, frequency count, rank, and percentage were used in identifying the demographic characteristics of consumers and in determining the marketing strategies employed by haute couture entrepreneurs. Liken scale was utilized in determining the level of agreement and satisfaction of consumers and mean (average) was also used to single out the average inquiries and sales as measurement to assess the effectiveness of marketing strategies employed. In order to analyze the liked scales, weighted mean was applied. Results revealed that the marketing strategies employed by haute couture shops in selected municipalities in Cavite were effective.

Submitted to the University Library 05/25/2009 T-3996