Effectiveness of advertisement channels as perceived by consumers of alcoholic beverages in selected areas in Cavite / by Aila Renee G. Causaren.
Material type:
TextLanguage: English Publication details: Indang, Cavite : 2016. Cavite State University- Main Campus,Description: xiv, 76 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 641.2 C31 2016
- College of Economics, Management, and Development Studies (CEMDS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Theses / Manuscripts
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 641.2 C31 2016 (Browse shelf(Opens below)) | Link to resource | Room use only | T-6647 | 00011092 |
Thesis (BS Business Management--Marketing Management) Cavite State University
Includes bibliographical references.
College of Economics, Management, and Development Studies (CEMDS)
CAUSAREN, AILA RENEE G., COMIA, "RON HOPE E. and MERCED,
JAMES TIMOTHY M., Effectiveness of Advertisement Channels as Perceived by Consumers of Alcoholic Beverages in Selected Areas in Cavite. Undergraduate Thesis Bachelor of Science in Business Management major in Marketing Management. Cavite State University Indang, Cavite. April 2016. Adviser: Dr. Florindo C. Ilagan.
This study was conducted for the purpose of determining the effectiveness of advertisement channels as perceived by consumers of alcoholic beverages in selected areas in Cavite. This study aimed primarily to describe the socio-demographic characteristics of consumers who drinks alcoholic beverages, determine where advertisements of alcoholic beverages are frequently seen or heard, determine the most recognizable brand of alcoholic beverages seen or heard on television, radio and print, determine the effectiveness of advertisement channels in terms of informing, persuading and reminding, determine if there is a significant difference in the effectiveness of advertisement channels when grouped according to socio-demographic characteristics and determine if there is a significant relationship between socio-demographic characteristics and the effectiveness of advertisement channels of alcoholic beverages to the consumers.
This study was conducted in six municipalities in Cavite. Data were taken from 180 participants using a survey questionnaire. Frequency count, mean, percentage and standard deviation were used to analyze and describe the data. Correlation and Chisquare tests were used to determine the relationship between socio-economic characteristics towards effectiveness of advertisement channels. ANOVA was used to
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measure significant difference in effectiveness of advertisement channels in terms of demographic profile.
Majority of the participants were at most 25 years old, female, single, and most of them earn PI 2,000.00 or less. Radio was found to be the most common advertisement channel used as a medium, while San Miguel Beer was the most visible brand in all advertisement channels. Television was found moderately effective while both radio and prints were found fairly effective in achieving the objective of advertising.
A significant difference was found in terms of persuading when participants were grouped according to age and civil status.
A significant relationship was found between effectiveness of advertisement channels in terms of persuading and reminding when it comes to age, as well as the effectiveness of advertisement channels in civil status but only in terms of persuading.
Submitted copy to the University Library. 02/14/2017 T-6647