Buyers' level of awareness on marketing practices of secondhand automobile distributors in selected municipalities of Cavite / by Andrew R. Octa.

Thesis (BSBM--Marketing) Cavite State University

Includes bibliographical references.

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

OCTA, ANDREW RAILS. Buyers' Level of Awareness on Marketing Practices of Secondhand Automobile Distributors in Selected Municipalities of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management — Major in Marketing. Cavite State University, Imus, Cavite. March 2009. Adviser: Mr. Oliver C. Fauni.
The study vac conducted in the three selected mtmicipalitiec of Cavite namely;
Bacoor, Imus and Dasmarifias. The study aimed to (1) determine the socioeconomic characteristics of the buyers in secondhand automobile distributors in selected municipalities of Cavite; (2) identify the marketing practices such as product, place, price, and promotion of the secondhand automobile distributors; (3) identify the level of awareness of the respondents on marketing practices of the said automobile distributors; and (4) identify the common problems encountered by the secondhand automobile distributors. Primary data were used in the study which is the questionnaire checklist designed for the purpose of gathering data to answers the specific questions of the study. Descriptive statistics such as the percentage frequency method was used to describe the socio-economic characteristics of the buyers, identify the marketing practices of secondhand automobile distributors in selected municipalities of Cavite such as product, place, price, and promotion and identify the common problems they had encountered. A three level likert scale was used to determine the level of awareness of buyers in marketing practices used by secondhand automobile distributors. From the analysis and interpretation of data, the following findings are summarized: It was revealed that majority of the buyers of secondhand automobile distributors were male, educated and employed who earned an estimated monthly income of 15,001 — 20,001. The common problems encountered by secondhand automobile distributors in selected municipalities of Cavite are having low monthly sales, demanding customers, lack of capital, zero buyers in whole day and some customers issued a bounced check. This study also shows that one of the problems is when the price of gasoline will increase it will possibly cause of decreasing of buyers and competition is one cause of having low monthly sales. In addition the peso devaluation had greatly affected the sales of some secondhand distributors in selected municipalities of Cavite. In terms of level of awareness of buyers to the marketing practices used by the secondhand automobile distributors in selected municipalities of Cavite, product obtained
a weighted mean of 282 which is verb* interpreted as highly aware, Among the advertising medium, signage obtained the highest weighted mean of 2.19 which is verbally interpreted as aware. Among the sales promotion, discount obtained the highest weighted mean of 2.50 which is interpreted as highly aware. In personal selling, the sales man product knowledge obtained the highest weighted mean of 2.13 which is interpret-Pt-1 as aware. Among pricing strategies variable pricing obtained the highest weighted mean of 2.48 which is interpreted as aware.

Submitted to the University Library 05/25/2009 T-3991