Professional Documents
Culture Documents
By
Fevelyn D. Bucio
Jessica Lorraine D. De Borja
Mariel Danica M. Galasao
Ressie S. Orzo
Mark Anthony P. Tambor
Angelita E. Nocon, M
Subject Facilitator
February 2015
Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
The major constituent of the body is fluid, and it is an essential requirement that
need to be fulfilled. In the present times, there many different kinds of soft drinks that is
available in the market such as carbonated drinks and health drinks. Soft drinks products
have been well accepted by consumers as the biggest beverage sector in the world. Today,
soft drinks not only reduce the thirst but also have become style and fashion. Soft drinks
appeal to customers looking for full taste but without calories and offers an exciting
outlet to those not drinking alcohol.
Euromonitor International defines carbonated drinks as non-alcoholic drinks into
which carbon dioxide gas has been dissolved. Carbonating beverages, introducing CO2
into the drink mix under pressure, makes the drink slightly more acidic which serves to
sharpen the flavor and produces a slight burning sensation. It also helps preserve the
drink longer without going bad.
Harvard School of Public Health Nutrition Source defines health drinks as
beverages that are limited or consumed in moderation, including diet drinks, fruit juice
and milk.
According to Kotler, the consumer market is very vast, and thus there is great
demand for an enormous variety of goods and services, especially as consumers differ
from one another in that of age, gender, income, education level, and tastes. Moreover,
the relationships between different consumers, as well as their contact with other
elements of the world surroundings, affect their choice of products, services, and
companies.
As a consumer, trends drive innovation and purchase behavior. New product
innovation is driven by consumer demand for more unique and experimental flavor
combinations. Over two thirds of consumers are willing to experiment with new foods
and beverages, offering plenty of opportunity for product development.
The objective and interest of this research activity is to know what consumers like
most about soft drinks, what attracts them towards these products and to understand the
relationship between the carbonated drinks and health drinks to the buying behavior of
consumers.
Conceptual Framework
INPUT
Preferred drinks of the
respondents in terms of:
1.1 Carbonated Drinks
1.2 Health Drinks
Factors that affect
buying behavior of
consumers between
carbonated drinks and
health drinks
PROCESS
OUTPUT
Assessment of
Factors of Consumer
Preferences through
Significant
relationship
between the
two different
beverages to
the buying
behavior of
consumers
1.1
Survey
Questionnaires
1.2 Interview
1.3 Observation
2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion
FEEDBACK LOOP
Definition of Terms
Terms here are conceptually and operationally defined for better understanding of the
readers.
Behavioral variables are the criteria or yardsticks for measuring and comparing among
different individuals. Mainly observable and measurable characteristics including
gender, income, education, social class, organizational productivity, task orientation,
recall memory, recognition memory, and achievement (Kerlinger& Lee, 2001).
Beverages is any one of various liquids for drinking, usually excluding water specifically
prepared for human consumption.
Buying Behavior is understanding the consumption process and consumers perceptions
of product utility.
Carbon Dioxide is a naturally occurring chemical compound composed of two oxygen
atoms each covalently double bonded to a single carbon atom.
Carbonated drink is a beverage that has had carbon dioxide dissolved into it for some
reason, most often to improve the taste, texture, or both. It is cold drink that is usually
sweet, does not contain alcohol, and is often sold in bottles or cans.
Embark is to begin a course of action, especially one that is important or demanding.
Enormous is very large in size, quantity, or extent.
Health Drink is a beverage that claims to be beneficial to health.
Outlet is a brick and mortar or online retail store in which manufacturers sell their stock
directly to the public.
concept
generation,
marketing
plan
creation,
evaluation,
and
Chapter III
METHODOLOGY OF RESEARCH
This chapter includes the methods of research, population, and sample size,
descriptions of the respondents, instrumentation, data gathering procedure, and statistical
treatment of data.
Research Method
Descriptive Research intends to describe and interpret what is. It reveals
conditions or relationships that exist or do not exist, practices that prevail or do not
prevail, beliefs of points of view or attitudes that are not held, processes that are going
on or otherwise, effects that are being felt, or trends that are developing. It attempts to
interpret the present. In business research, it may reveal status of old and new products,
consumer product acceptance or preferences, advertising schemes, market trends and
other studies pertinent to business operation.
N=
1 + 3920 (5%)2
3920
=
1 + 3920 (0.05)2
3920
=
1 + 3920 (0.0025)
3920
=
1 + 9.8
3920
=
10.8
n
362.96 or 363
WEIGHTED MEAN
4.50 5.00
3.40 4.49
2.60 3.39
1.80 2.59
1.00 1.79
VERBAL INTERPRETATION
HIGHLYLY PREFERRED
PREFERRED
SLIGHTLY PREFERRED
LESS PREFERRED
NOT PREFERRED
% = f/n (100)
Where:
% = Percentage
f = Frequency
n = Number of total respondents
Weighted Mean Formula:
WM = fiwi
wi
Where:
f = Frequency
n = Number of samples
w = Weight factor
Pearson Correlation Formula:
Where:
r = Pearson correlation coefficient
x = Values in first set of data
y = Values in second set of data
n = Total number of values