Event marketing and its relationship on consumer purchase intention on selected malls in Cavite / by Cinderela Bernadette Joy T. Bantoc, Katleen Khate M. Boa and Elizabeth Anne H. Ramos.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite, Cavite State University- Main Campus, 2019.Description: xiv, 59 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 658.8 B22 2019
Online resources: Production credits:
  • College of Economics, Management and Development Studies (CEMDS)
Abstract: BANTOC, CINDERELLA BERNADETTE JOY T., BOA, KATLEEN KHATE M., and RAMOS, ELIZABETH ANNE H., Event Marketing and Its Relationship Consumer Purchasing Intention on Selected Malls in Cavite, Undergraduate Thesis. Bachelor of Science in Business Management major Marketing Management. Cavite State University, Indang Cavite. June 2019. Adviser: Ms. Maurrin Madrid. This study was conducted to determine the relationship of event marketing and consumer purchase intention in selected malls in Cavite such as Robinsons Place Imus, Robinsons Place Dasmarinas and Robinsons Place General Trias. Specifically, this study aimed to (1) determine the demographic profile of the event attendees, (2) determine the effect of event attributes through event marketing; (3) determine the level of consumer purchase intention after attending the event; (4) determine if there is significant relationship between the socio-demographic profile of the participants and their purchase intention; and (5) determine if there is a significant relationship between event attributes and consumer purchase intention. The descriptive method was used in the study. The research used statistical tools such as adapted and self-developed surveys for the data gathering from February 14, 2019, to April 30, 2019, the researchers were able to determine the relationship of event marketing and consumer purchase intention. The study participants were attendees ages 15 to 55 years on the event in Robinsons Place Imus, Robinsons Place Dasmarinas and Robinsons Place General Trias which made the researchers came up with the total of 396 respondents of the study. Results showed that most of the attendees were female and unmarried. Majority were at the age range of 19-29 years old and unemployed. Most of the attendees earned an estimated monthly income or allowance of P500-P45,000, and mostly the attendees in the event in selected malls in Cavite were high school graduates. Generally, the findings of the study show that there was no significant relationship between socio-demographic profile and purchase intention of the attendees, but there was a significant relationship between event attributes and consumer purchase intention.
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Item type Current library Collection Call number Materials specified URL Copy number Status Notes Date due Barcode
Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 658.8 B22 2019 (Browse shelf(Opens below)) Link to resource Room use only T-8847 00081319
Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 658.8 B22 2019 (Browse shelf(Opens below)) Link to resource c2 Room use only T-8852 00081324

Thesis (Bachelor of Science in Business Management major in Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS)

BANTOC, CINDERELLA BERNADETTE JOY T., BOA, KATLEEN KHATE M., and RAMOS, ELIZABETH ANNE H., Event Marketing and Its Relationship Consumer Purchasing Intention on Selected Malls in Cavite, Undergraduate Thesis. Bachelor of Science in Business Management major Marketing Management. Cavite State University, Indang Cavite. June 2019. Adviser: Ms. Maurrin Madrid.

This study was conducted to determine the relationship of event marketing and consumer purchase intention in selected malls in Cavite such as Robinsons Place Imus, Robinsons Place Dasmarinas and Robinsons Place General Trias. Specifically, this study aimed to (1) determine the demographic profile of the event attendees, (2) determine the effect of event attributes through event marketing; (3) determine the level of consumer purchase intention after attending the event; (4) determine if there is significant relationship between the socio-demographic profile of the participants and their purchase intention; and (5) determine if there is a significant relationship between event attributes and consumer purchase intention.

The descriptive method was used in the study. The research used statistical tools such as adapted and self-developed surveys for the data gathering from February 14, 2019, to April 30, 2019, the researchers were able to determine the relationship of event marketing and consumer purchase intention. The study participants were attendees ages 15 to 55 years on the event in Robinsons Place Imus, Robinsons Place Dasmarinas and Robinsons Place General Trias which made the researchers came up with the total of 396 respondents of the study. Results showed that most of the attendees were female and unmarried.

Majority were at the age range of 19-29 years old and unemployed. Most of the attendees earned an estimated monthly income or allowance of P500-P45,000, and mostly the attendees in the event in selected malls in Cavite were high school graduates.
Generally, the findings of the study show that there was no significant relationship between socio-demographic profile and purchase intention of the attendees, but there was a significant relationship between event attributes and consumer purchase intention.

Submitted copy to the University Library. 04/6/2022 T-8847

Submitted copy to the University Library. 04/6/2022 T-8852 copy 2

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