Epekto NG Maagang Pagbubuntis Edad 15-1

Colgeio de San Juan de Letran 1
COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY
CHAPTER 1
BACKGROUND OF THE STUDY
F.G. Vitug Social & Commercial Printers is a company that produces
letterheads, official receipts and etc. In the study, it discussed the price sensitivity
that measures the behavior of consumers in purchasing F.G. Vitug Social &
Commercial Printers product. The study covers the demographic profile of the
respondents who continue to patronize the company’s product. The study also
tackles the customers’ exceptional perception about the price that company offers
after purchasing it.
I. Introduction
F.G. Vitug Social & Commercial Printers was established in 1998. It is a
company that engaged in printing various Company Forms, Letterheads, Official
Receipts, Envelope, Leaflets, Brochures, Calling Cards and the like. One of their
biggest customers is Let’s Face It Salon. They also maintain good relationships with
other customers like Bahia Shipping Services, Inc., Amity Travel, Going Straight
and many more. It became more stable when some of their satisfied customers
introduced them to other companies who later became their customers. Currently,
they are member of the Philippine Printing Association.
F.G. Vitug Social & Commercial Printers holds the accounts of Let’s Face It
Salon, Bahia Shipping Services Inc., Amity Travel and Going Straight. The
company focuses on printing services that provide cheap price yet high quality that
makes them credible and worth. As a pioneer in the printing industry, F.G. Vitug
Social & Commercial Printers still seeks to come up with products that will make
them distinct to their competitors.

A. Marketing Activities
Place
F.G. Vitug Social & Commercial Printers is located in #7 Encarnita St.
Richland Subdivision Sauyo, Novaliches, Quezon City.
Promotion
F.G. Vitug Social & Commercial Printers advertise their products through
direct selling, word-of-mouth and social media account. They always call their
customers to update them about their orders. And through their current clients they
were able to get new customers and build good relationship with them. They also
use facebook account to know the feedback of their customers.

Product and Price
The presented prices below are not permanent and may vary depends on the
supply and demand of the raw materials. Price discounts will depend on the bulk
orders of the clients.
ENVELOPE
Ream Price
Regular (1 color) 1,500 – 1,700
Colored (2 colors) 3,000
Table 1.1 Envelope
LEAFLETS/BROCHURES
Color Price
1 color 2.50 per piece
Full color 4.00 per piece
Table 1.2 Leaflets/Brochures
CALLING CARDS
Color Price
1 – 2 colors 700 per box
Full Colors 1,250 per box
Table 1.3 Calling Card
LETTERHEAD
Short
Color Copy Paper Imported Paper
Price Price
Black and White 1,200 1,800
2 colors 1,500 3,000
Full Color 2,500 3,500
Long
Color Copy Paper Imported Paper
Price Price
Black and White 1,300 2,000
2 colors 1,700 3,500
Full Color 2,800 3,800
Table 1.4 Letterheads
RECEIPTS
Duplicate
Sizes Bond and Carbonless
Onion Skin
Price per piece Price per ream Price per piece Price per ream
4¼x5½ 28 1,400 70 3,500

5½x8½ 56 2,800 100 5,000
8 ½ x 11 90 4,500 175 8,750
Table 1.5 Receipts
RECEIPTS
Triplicate
Sizes Bond and Carbonless
Onion Skin
Price per piece Price per ream Price per piece Price per ream
4¼x5½ 55 2,750 150 7,500

5½x8½ 92 4,600 190 9,500
8 ½ x 11 165 8,250 375 18,375
Table 1.6 Receipts
B. Statement of the Problem
The study aims to determine how changes in prices of the F.G. Vitug Social &
Commercial Printers products affect the buying decision of the clients within Metro
Manila and Quezon City. Specifically the researchers sought to answer the
following questions:
1. What is the demographic profile of the respondents in terms of the following?
1.1 Age
1.2 Gender
1.3 Civil Status
1.4 Income
1.5 Level of Education
2. How effective are the pricing strategies currently used by F.G. Vitug Social &
Commercial Printers in selling its products to its market?
3. How these customers react to increase/decrease in prices of its products?
4. How these changes in prices affect customer’s perceptions and customer’s
expectations on product quality?
5. What is the difference between customer’s perception and customer’s
expectation regarding value for money when it comes to price changes?
6. What are the possible pricing strategies that will make the clients F.G. Vitug
Social & Commercial Printers clients value their products?

C. Marketing Objectives
In view of these possibilities, the study intends to achieve the following:
 To determine the reaction of its existing clients regarding the changes in
prices of its products.
 To be able to identify if the prices of F.G. Vitug Social & Commercial
Printers product are reasonable relative to its quality.
 To create and implement a pricing strategy to make its prices reasonable as
perceived by its customers.

D. Significance of the Study
The use of information presented in this study would be able to improve the
price of their enterprise. This study will provide them a clear picture of how its
clients react to increase/decrease in prices of its products.
Another information presented in this study, is that the group of company
would be able to know on how the F.G. Vitug Social & Commercial Printers
manage the sales of their printing works in a world of printing and packaging
industry. The way on how the enterprise uses their strategy to develop their good
services and sales.
It would help the client to understand the changes in price of F.G. Vitug
Social & Commercial Printers, on what specific reason why the price does need to
increase or decrease. This study also help client to distinguish the effect of price
sensitivity to enterprise.
The study can be a learning paradigm in the academic to enhance the
students’ knowledge and entrepreneurial skills as well. This study will be very
effective and useful to students as they used this as their guide or basis in studying a
price sensitivity since F.G. Vitug Social & Commercial Printers focus on the
elasticity demand to measure the behavior of their consumer in purchasing their
printing works
This study would be use as a reference study to any future researchers who
will conduct further studies regarding our chosen topic. The F.G. Vitug Social &
Commercial Printers is open to answer their concerns or questions if they need.
Also, this study can be their source material that future researchers assimilate and
disseminate by diffusion and induction technique.

E. Conceptual Framework
The figure below represents the conceptual framework of the paper. The profile
respondent is determined based on Age, Gender, Civil Status, Income and Level of
Education. These are gathered primarily to know and ascertain if their differences
on the level of price of the target respondents.
Demographic profile of the

respondents
1.1 Age
1.2 Gender
1.3 Civil Status
1.4 Income
1.5 Level of Education
Customers’ Customers’
Perception Expectation
Price Sensitivity
It can establish the value
consumers place on
individual attributes
Effectiveness of
Pricing Strategy
Figure 1.1
Customer Feedback Conceptual
Framework
F. Definition of Terms
The following are defined operationally in the study.
Client - a person or organization using the services of a lawyer or other
professional person or company.
Price Discounts – is reduced prices or something being sold at a price lower than
that item is normally sold for.
Price Sensitivity - is the degree to which the price of a product affects consumers'
purchasing behaviors
Publishing Company - term refers to the distribution of printed works such as
books.
CHAPTER 2
REVIEW OF RELATED LITERATURE
Local Article
What is inflation? It refers to the rate of increase in prices of goods and
services that consumers usually buy. To measure inflation, economic analysts look at
the consumer price index (CPI), which represents the general cost of products
typically bought by consumers. Inflation, which is expressed as percentage, reflects
an increase in the CPI. In August, inflation was at an all-time low of 0.6 percent. This
means that on average, the price of goods and services consumers bought during the
month was 0.6 percent higher than a year ago. Despite decelerating inflation,
controlling the prices of goods and services is among the top concerns of most
Filipinos. “It only shows how sensitive economic welfare is to even very small
changes in prices and wages, especially insofar as the poor and near-poor are
concerned,” said Ernesto Pernia, professor at the University of the Philippines’
School of Economics. Inflation erodes the purchasing power of consumers. If
inflation is high, consumers may have to spend more to buy the same goods and
services they purchased a year earlier. Or, in other words, the same amount of money
would buy less after inflation. Moreover, if inflation accelerates while wages stay the
same, it would require a bigger portion of people’s income to buy the same goods and
services.
Inflation, wage top poll issues

(Raffy Lerma, 2015)
In a country that is agricultural and rich in marine resources, why are
millions getting hungry? High food prices are among the culprits. “In the
Philippines, food is really expensive. We are even the most costly among ASEAN
countries,” former Bureau of Agricultural Research director Dr Eliseo Ponce said
recently during a round table discussion hosted by the University of Philippines Los
Baños’ Interdisciplinary Studies Center on Food Security. Ponce concludes it's the
lack of framework in policy building, outdated administrative guidelines,
inadequate infrastructures, and abusive middlemen that are behind the country's
food prices hike.
How can government lower food prices in the Philippines?

(Jodesz Gavilan, 2014)
It explores the use of a modified Tornqvist index using a geometric mean
formula for the Philippine consumer price index (CPI). Using 2000 as base year,
preliminary estimates seem to indicate that there is a bias in the current official CPI
measure compared to a geometric CPI, and that this bias tends to be positive. This
finding suggests that the CPI measure based on a Laspeyres formula may tend to
overstate “true” inflation. The paper argues that the estimated upward bias in the
CPI has a direct implication on the BSP’s conduct of monetary policy. Moreover,
such upward bias may deepen over time and be affected by the business cycle. This
may lead to overestimation of domestic price conditions. Along with a set of
forward-looking indicators, the BSP may have to take this finding into account in
the conduct of monetary policy.
A Geometric Price Index for the Philippines: A Preliminary Assessment

(Veronica B. Bayangos and Irene T. Estigoy, 2010)
Knowing about the customer’s price sensitivity always helps suppliers to
entertain and satisfy them. If the customer is highly competitive and perceives short
term projects, then it is not worth for suppliers to convince them for high end or
expensive products. The customer will anyway supercharge to reduce the cost or cut
the related frills as it may not be affordable or is out of budget for them to purchase.
So it is important for suppliers to sacrifice on cost or else he may leave the
customer unsatisfied, in worst case he may loose that customer also.Making fruitful
strategies and positive analyzing cost sensitivity is one of the most important
challenges that an organization could face. On the other hand it is desirable to deal
efficiently with it. The best practice is to pre-evaluate the customer needs and make
a fair offer to them according to their requirement and budget.
Cost/Price Sensitivity of Customers

(MSG Management Study, 2008)
Access to medicines is an important health policy issue. This paper
considers demand structures in a selection of low-income countries from the
perspective of public authorities as the evidence base is limited. Analysis of the
demand for medicines in low-income countries is critical for effective
pharmaceutical policy where regulation is less developed, health systems are cash
constrained and medicines are not typically subsidised by a public health insurance
system. This study analyses the demand for medicines in low-income countries
from the perspective of the prices paid by public authorities. The analysis draws on
a unique dataset from World Health Organization (WHO) and Health Action
International (HAI) using 2003 data on procurement prices of medicines across 16
low-income countries covering 48 branded drugs and 18 therapeutic categories.
Variation in prices, the mark-ups over marginal costs and estimation of price
elasticities allows assessment of whether these elasticities are correlated with a
country’s national income. Government demand for medicines thus appears to be
price elastic, raising important policy implications aimed at improving access to
medicines for patients in low-income countries.
Analysis of prices paid by low-income countries - how price sensitive is

government demand for medicines?
(Srivastava and McGuire, 2014)
Foreign Article
This describes a study of status consumption and price sensitivity. The
pervasive desire for social prestige motivates consumers to pay higher prices for
goods that confer status. We suggest that three constructs involvement,
innovativeness, and brand loyalty mediate this relationship. A model using data
from 409 U.S. college students. Status consumption does influence price sensitivity;
and this influence is largely, but not totally, mediated by involvement,
innovativeness, and brand loyalty. The results are consistent with previous studies
and theories regarding these variables and attest to the importance of status
consumption in consumer behavior. Understanding how such psychological
constructs interact to produce their effects improves consumer theory and marketing
practice.
Status Consumption and Price Sensitivity

(Ronald E. Goldsmith, Leisa R. Flynn, and Daekwan Kim, 2016)
Price sensitivity deals with the consumer’s sensitivity to price changes and
is important for strategic decisions. Price has a significant influence on the behavior
of consumers and consequently on firm revenues and profits. In general, price
sensitivity is analyzed by the slope of the demand curve or by the price elasticity of
demand (Kaul & Wittink, 1995, p. 151). In my article we will use price elasticity,
since it is not sensitive to the units of measurement and is often used in the field of
microeconomics, and we will focus on describing the factors which influence price
elasticity. It measures the percentage change in demanded quantity due to one
percent price change ceteris paribus. When the price elasticity is larger than one, the
demand will be price elastic. When the price elasticity is smaller than one the
demand will be price inelastic. Basically, in the first case demand is sensitive to
price changes and in the second case it is not.
Important price sensitivity issues

(Sander Barendsen, 2014)
Consumers' price sensitivity is an important input to strategic and tactical
decisions. Price sensitivities depend on various factors for which our purpose of this
paper is to explore consumers' price sensitivity and innovativeness as well as to
contribute to diffusion theory by adding information on price sensitivity. This
research reviews how consumers demonstrate their sensitivities to price on their
product purchase decisions. Consumer's sensitivity to price has a significant impact
on product innovativeness as most of the product purchase decisions are being
made based on price rather than the brand or accessibility. Our discussions and
findings will have important implications for managers and researchers. Managers
may get guidelines for taking their pricing decisions to achieve maximum earnings
while researchers can go for further study.
A Critical Review of Consumers’ Sensitivity to Price

(Abdullah-Al-Mamun, Muhammad Khalilur Rahman and S D Robel, 2014)
Research from a marketing-analytics firm finds price-sensitive shoppers
come from all income and demographic groups, are often more brand loyal than
others and spend more in supermarkets on average than shoppers less focused on
price. Dunnhumby defines "price-sensitive" shoppers depending on how much they
use coupons, how much they consistently purchase the lower-price items in
categories and how often they buy items on promotion. Among the groups that over
index for price sensitivity are millennials, Mr. Petty said, and that's one reason
price-sensitive shoppers are also bigger spenders. "Millennials do use coupons more
and look at promotions more, and they make less money," he said, yet they also
spend more on groceries because they're more likely to have kids. "They're one of
the highest-spending groups and yet they're very price sensitive." A similar paradox
arises among people who sign up for brand customer-relationship management
programs or are "brand advocates" who follow brands on social media. They're
more price sensitive than average, but also more brand loyal.
Price-Sensitive Shoppers Can Be Profitable for Brands

(Jack Neff, 2013)
This data can be used and updated to improve strategy and processes
throughout the enterprise. One such specific example is pricing strategy and
specific households to target for new product offerings that will have a higher
propensity to pay a premium during the early-introduction phase of the product
launch. In a case where promotions or price decreases are planned, predictive
models can predict the new demand scenarios, and these projections directly relate
to inventory control to meet increased or decreased expected demand. Additionally,
the price-sensitivity variables can be useful in terms of messaging at a segment
level. Currently, integration continues to happen in terms of pulling together all of
the customers' touch points and transactions; incorporating these with how brands
are interacting with customers across social channels like Twitter and Facebook and
how consumers are influencing one another's purchase decisions. The retail industry
promises to become only more complex and full of rich new data sources to drive
competitive advantage to those brands that put predictive analytics into practice to
leverage all of it.
Apply price sensitivity to improve retail performance

(Kimberly Chulis, 2012)
CHAPTER 3
METHODOLOGY
A. Research Design
The research is descriptive, because the information that we gathered will
used to answer the effectiveness of price sensitivity to the consumer who are still
patronizing the F.G. Vitug Social & Commercial Printers it also answers the
question how, when, why and what.
B. Respondents of the Study
Respondents of the study are composed of 100 customers aged from 18 and
above specifically working around Quezon City and Metro Manila. There
respondents are regarded as the best subject of the study to determine the level of
price sensitivity of F.G. Vitug Social & Commercial Printers.
C. Sample and Sampling Techniques
The research selects people around Quezon City and Metro Manila who have
an idea and experience about the commercial printers of F.G. Vitug Social &
Commercial Printers. Those people will help us determine the popularity of F.G.
Vitug Social & Commercial Printers in the world of commercial printers.

D. Research Instruments
This study will use survey questionnaire to collect data and information
needed for this research. The questionnaire will be given to the chosen respondents.
The survey questionnaire also gathered the demographic profile of the respondents
and some information and concerns towards F.G. Vitug Social & Commercial
Printers.
E. Scope and Delimitation
The study covered the selected customers of F.G. Vitug Social & Commercial
Printers specifically in Manila and Quezon City. The researcher tackled the level of
price sensitivity of consumers. The research period started from July – October
2016.
F. Data Collection Procedure
For the collection of data, a survey questionnaire was designed. The
respondents were asked to answer the questions about the quality of the products.
The analysis of data collected was carried out using different statistical techniques
and method.
G. Statistical Treatment of Data
Descriptive Statistics
After arranging the data, proponents will determine frequencies
using the given formula below:
P = N/(1+Ne^2)
=74,740/(1+(74,740x0.1^2))
=99.87
Where :
P = Frequency Pecentage
n = number of proponents
N = total number of respondents

CHAPTER 4
FINDINGS AND ANALYSIS
A. Presentation of Primary Data
Gender
37%
Female
Male
63%
Figure 4.1 Gender
Gender Frequency Percentage
Male 37 37%
Female 63 63%
Total 100 100%
Table 4.1 Gender
In figure 4.1, 63% of the respondents are mostly women while
37% are men. In this graphical representation, it shows the number of
respondents. The graph shows that majority of the respondents are who work
Civil Status
39%
Single
Married
61%
Figure 4.2 Civil Status
Civil Status Frequency Percentage
Single 39 39%
Married 61 61%
Total 100 100%
Table 4.2 Civil Status
In figure 4.2, Civil Status of the respondents is determined. Most
of the respondents are single 61% of the respondents while 39% were married.
Age
12%
26%
18 - 23
24 - 28
29 and above
62%
Figure 4.3 Age
Age Frequency Percentage
18 – 23 years old 12 12%
24 – 28 years old 62 62%
29 and above 26 26%
Total 100 100%
Table 4.3 Age
In figure 4.3, 12% of the respondents were aged between 18 years
old. 62% of the total respondents were 24 – 28 years old. The 26% were aged
between 29 and above.

Income
22%
12,000 - 18,000
48%
18,001 - 24,000
24,001 and above
30%
Figure 4.4 Income
Income Frequency Percentage
12,000 – 18,000 22 22%
18,001 – 24,000 30 30%
24,001 and above 48 48%
Total 100 100%
Table 4.4 Income
In figure 4.4, 22% of the respondents who have income Php 12,000
– 18,000. The 30% respondents who have salary between Php 18,001 – 24,000
while 48% respondents have wages between Php 24,001 and above.
According to the graphical data, a large portion of the respondents
do have an income between Php 24,001 and above while the small portion comes
from Php 12,000 – 18,000.

Thru what promotion did you know F.G. Vitug

Social & Commercial Printers?
8%
Social Media
33% Word of Mouth

59%
Referred by other
people
Figure 4.5
Factors Frequency Percentage
Social Media 8 8%
Word of Mouth 33 33%
Referred by other 59 59%

people
Total 100 100%
Table 4.5
In figure 4.5, 8% of the respondents answered Social Media as
their reference, 33 % of them answered through word of mouth while the
highest percentage is 59%, they are referred by other people especially their
current clients
How often do you buy printed products from

F.G. Vitug Social & Commercial Printers?
(Receipts, Letterhead. Etc.,)
24%
Always
46%
Seldom
Rarely
30%
Figure 4.6
Always 46 46%
Seldom 30 30%
Rarely 24 24%
Total 100 100%
Table 4.6
In figure 4.6, the percentage of the people who answered they
always buy product from F.G. Vitug Social and Commercial Printers is 46%
next to it is seldom with 30% percentage while 24% of it comes from the
customer who answered rarely.

When do you usually experience the increase

of their price?
27%
45% Every Month
Yearly
Occasionally
28%
Figure 4.7
Every month 45 45%
Yearly 28 28%
Occasionally 27 27%
Total 100 100%
Table 4.7
In figure 4.7, 45% of the respondents answered that they feel the
increase of the price of the product, 28% of them answered yearly while the
lowest percentage was from the answer occasionally that has 27%
What do you think F.G. Vitug Social &

Commercial Printers do to value you as
customers?
Offering good
24% quality product
33%
Giving discounts
Price reasonable
43%
Figure 4.8
Offering good quality 33 33%

product
Giving discounts 43 43%
Price reasonable 24 24%
Total 100 100%
Table 4.8
In figure 4.8, 33% of the respondents answered offering them good
quality product makes them feel that they are being valued by the company,
43% answered giving discounts while the remaining 24% comes from price
reasonable.
What makes F.G. Vitug Social & Commercial

Printers different from others?
22% Offering good

31% quality product
Giving discounts
Price reasonable
47%
Figure 4.9
Offering good quality 31 31%

product
Giving discounts 47 47%
Price reasonable 22 22%
Total 100 100%
Table 4.9
In figure 4.9, 47% of the respondents answered giving discounts
makes the company different from others. 31% for offering good quality is next to it
while price reasonable 22%.

Factors 1 2 3 4 5
Design 40 21 24 10 5
Durability 30 15 41 10 4
Price 5 5 10 20 60
Packaging 20 50 15 5 10
Quality 5 9 10 55 21
Table 4.10
Factors
Design 1(40) + 2(21) + 3(24) + 4(10) + 5(5) 219/100
Durability 1(30) + 2(15) + 3(41) + 4(10) + 5(4) 243/100
Price 1(5) + 2(5) + 3(10) + 4(20) + 5(60) 425/ 100
Packaging 1(20) + (50) + 3(15) + 4(5) + 5(10) 235/100
Quality 1(5) + 2(9) + 3(10) + 4(55) + 5(21) 388/100
Table 4.11
The table above shows how the respondents rank the factors why
they still stay in the company. In Table 4.11, it is the guide on how to get the
weighted mean of the said company. Most of the respondents choose price as one
the main reason why they still stay in the company of F.G. Vitug Social and
Commercial Printers.
Weigthed Mean
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Price Quality Durability Packaging Design
Figure 4.10
Factors Weighted Mean
Price 4.25
Quality 3.88
Durability 2.43
Packaging 2.35
Design 2.19
Table 4.12
Table 4.12 and Figure 4.10 majority of the respondents choose
price as their main factor in buying their products. It shows the computation and the
result of the computations.

4.13 ENVELOPE
Regular
Php 1,500 – 1,550 Frequency Percentage
Very Sensitive 7 7%
Sensitive 26 26%
Moderate 51 51%
Not Sensitive 16 16%
Total 100 100%
Table 4.13.1
Majority of the respondents answered moderate 51%, sensitive 26%, not

sensitive 16% and the least very sensitive 7%.

Very Sensitive 18 18%
Sensitive 49 49%
Moderate 17 17%
Total 100 100%
Table 4.13.2
The highest number of respondents chooses Sensitive 49% of respondents.

The second one got an 18% respondent which is the very sensitive. 17% of them
chooses moderate and 16% answers for not sensitive.

Sensitive 31 31%
Moderate 19 19%
Not Sensitive 3 3%
Total 100 100%
Table 4.13.3
47% of respondents choose very sensitive while 31% says it’s sensitive. In
moderate they got 19% and in not sensitive is 3%
Colored
Very Sensitive 4 4%
Sensitive 20 20%
Moderate 13 13%
Total 100 100%
Table 4.13.4
63% of the respondents choose not sensitive, followed by sensitive that has
20%. The third one is moderate that has 13% and lastly is very sensitive that has 4%
respondents.

Very Sensitive 5 5%
Sensitive 58 58%
Moderate 27 27%
Total 100 100%
Table 4.13.5
58% of the respondents are majority says that it is sensitive, second is
moderate with 27%, third is not sensitive with 10% and lastly 5% for very sensitive.

Sensitive 19 19%
Moderate 16 16%
Not Sensitive 2 2%
Total 100 100%
Table 4.13.6
The highest number of respondents was very sensitive with 63%. Followed by
sensitive which has 19% respondents, 16% for moderate and 2% for not sensitive.
4.14 LEAFLET/BROCHURE
1 color
Php 2.00 – 2.50 Frequency Percentage
Sensitive 12 12%
Moderate 13 13%
Total 100 100%
Table 4.14.1
63% of the respondents choose not sensitive, moderate with 13% and both
12% for very sensitive and sensitive.

Sensitive 39 39%
Moderate 45 45%
Not Sensitive 6 6%
Total 100 100%
Table 4.14.2
The highest number of respondents choose moderate and consist of 45%. The
second one got 39% respondents which is the sensitive. 10 of them chooses very
sensitive and 6 answers for not sensitive.

Sensitive 30 30%
Moderate 47 47%
Not Sensitive 5 5%
Total 100 100%
Table 4.14.3
The highest number of respondents was moderate with 47%. Followed by
sensitive which has 30% respondents. 18% for very sensitive and 5% for not
sensitive.
Full Color
Sensitive 24 24%
Moderate 28 28%
Total 100 100%
Table 4.14.4
38% of the respondents choose not sensitive, followed by moderate that has
28%. The third one is sensitive that has 24% and lastly is very sensitive that has
10% respondents.

Very Sensitive 8 8%
Sensitive 39 39%
Moderate 37 37%
Total 100 100%
Table 4.14.5
Majority of the respondents answered sensitive 39%, moderate 37%, not

Sensitive 33 33%
Moderate 24 24%
Total 100 100%
Table 4.14.6
The highest number of respondents chooses sensitive 33% of respondents.

The second one got 27% respondent which is the very sensitive. 24% of them
chooses moderate and 16% answers for not sensitive.
4.15 CALLING CARD

1 - 2 colors
Php 700 - 750 Frequency Percentage
Sensitive 13 13%
Moderate 22 22%
Total 100 100%
Table 4.15.1
52% of respondents choose not sensitive while 22% says it’s moderate. In
very sensitive they got 13% and in sensitive is also 13%

Sensitive 27 27%
Moderate 32 32%
Total 100 100%
Table 4.15.2
32% of the respondents are majority says that it is moderate, second is

sensitive with 27%, third is not sensitive with 21% and lastly 20% for very
sensitive.

Sensitive 32 32%
Moderate 29 29%
Total 100 100%
Table 4.15.3
The highest number of respondents was sensitive with 32%. Followed by

moderate which has 29% respondents. 28% for very sensitive and 11% for not
sensitive.
Full Color

Sensitive 20 20%
Moderate 23 23%
Total 100 100%
Table 4.15.4
The highest number of respondents chooses not sensitive 37% of

respondents. The second one got 23% respondent which is the moderate. 20% of
them chooses very sensitive and 20% also answers for sensitive.

Sensitive 25 25%
Moderate 41 41%
Total 100 100%
Table 4.15.5
41% of the respondents choose moderate. Sensitive with 25% and 22% for
very sensitive and 12% for not sensitive.

Sensitive 52 52%
Moderate 18 18%
Total 100 100%
Table 4.15.6
The highest number of respondents was sensitive with 52%. Followed by

very sensitive which has 19% respondents. 18% for moderate and 11% for not
sensitive.
4.16 LETTERHEAD - SHORT
Black & White

(Copy Paper)

Sensitive 14 14%
Moderate 12 12%
Total 100 100%
Table 4.16.1
61% of respondents choose not sensitive while 14% says it’s sensitive. In
very sensitive they got 13% and in moderate is12%.

Sensitive 28 28%
Moderate 36 36%
Total 100 100%
Table 4.16.2
36% of the respondents are majority says that it is moderate, second is

sensitive with 28%, third is very sensitive with 21% and lastly 15% for not
sensitive.
(Imported Paper)
Very Sensitive 8 8%
Sensitive 20 20%
Moderate 42 42%
Total 100 100%
Table 4.16.3
The highest number of respondents was moderate with 42%. Followed by

not sensitive which has 30% respondents. 20% for sensitive and 8% for very
sensitive.

Sensitive 40 40%
Moderate 21 21%
Total 100 100%
Table 4.16.4

choose moderate and 13% also answers for not sensitive.
2 colors
(Copy Paper)

Sensitive 25 25%
Moderate 33 33%
Total 100 100%
Table 4.16.5
Majority of the respondents answered moderate 33%, sensitive 25%, very

sensitive 24% and the least not sensitive 18%.

Sensitive 27 27%
Moderate 17 17%
Total 100 100%
Table 4.16.6
33% of the respondents are majority says that it is very sensitive, second is
sensitive with 27%, third is not sensitive with 23% and lastly 17% for moderate.
(Imported Paper)
Sensitive 27 27%
Moderate 19 19%
Total 100 100%
Table 4.16.7
not sensitive they got 24% and in moderate is19%.

Sensitive 31 31%
Moderate 11 11%
Total 100 100%
Table 4.16.8
The highest number of respondents was very sensitive with 40%. Followed by
sensitive which has 31% respondents. 18% for not sensitive and 11% for moderate.
Full Color
(Copy Paper)

Sensitive 19 19%
Moderate 46 46%
Total 100 100%
Table 4.16.9
Majority of the respondents answered moderate 46%, not sensitive 21%,


Very Sensitive 9 9%
Sensitive 39 39%
Moderate 40 40%
Total 100 100%
Table 4.16.10
The highest number of respondents chooses moderate 40% of respondents.

The second one got 39% respondent which is sensitive. 12% of them choose not
sensitive and 9% also answers for very sensitive.
(Imported Paper)
Sensitive 7 7%
Moderate 25 25%
Total 100 100%
Table 4.16.11
56% of the respondents are majority says that it is not sensitive, second is
moderate with 25%, third is very sensitive with 12% and lastly 7% for sensitive.

Sensitive 14 14%
Moderate 19 19%
Total 100 100%
Table 4.16.12
The highest number of respondents choose very sensitive and consist of 46%.
The second one got 21% respondents which is the not sensitive. 19% of them
chooses moderate and 14% answers for sensitive.
4.17 LETTERHEAD - LONG
Black & White

(Copy Paper)

Sensitive 25 25%
Moderate 24 24%
Total 100 100%
Table 4.17.1
moderate they got 24% and in not sensitive is18%.

Sensitive 41 41%
Moderate 22 22%
Total 100 100%
Table 4.17.2
41% of the respondents are majority says that it is sensitive, second is very
sensitive with 25%, third is moderate with 22% and lastly 12% for not sensitive.
(Imported Paper)
Sensitive 19 19%
Moderate 18 18%
Total 100 100%
Table 4.17.3
The highest number of respondents was not sensitive with 52%. Followed by
sensitive which has 19% respondents, 18% for moderate and 11% for very
sensitive.

Sensitive 61 61%
Moderate 13 13%
Total 100 100%
Table 4.17.4

choose moderate and 12% also answers for not sensitive.
2 colors
(Copy Paper)

Very Sensitive 9 9%
Sensitive 21 21%
Moderate 46 46%
Total 100 100%
Table 4.17.5
Majority of the respondents answered moderate 46%, not sensitive 24%,


Sensitive 18 18%
Moderate 44 44%
Total 100 100%
Table 4.17.6
44% of the respondents are majority says that it is moderate, second is not
sensitive with 20%, third is very sensitive with 18% and lastly 18% for sensitive.
(Imported Paper)
Sensitive 12 12%
Moderate 38 38%
Total 100 100%
Table 4.17.7
38% of respondents choose moderate while 29% says it’s not sensitive. In
very sensitive they got 21% and in sensitive is12%.

Sensitive 45 45%
Moderate 21 21%
Total 100 100%
Table 4.17.8
The highest number of respondents was sensitive with 45%. Followed by very
sensitive which has 21% respondents, 21% for moderate and 13% for not sensitive.
Full Color
(Copy Paper)

Sensitive 8 8%
Moderate 22 22%
Total 100 100%
Table 4.17.9
Majority of the respondents answered not sensitive 56%, moderate 22%, very
sensitive 14% and the least sensitive 8%.

Sensitive 21 21%
Moderate 20 20%
Total 100 100%
Table 4.17.10
The highest number of respondents chooses very sensitive 32% of

respondents. The second one got 27% respondent which is not sensitive. 21% of
them choose sensitive and 20% also answers for moderate.
(Imported Paper)
Sensitive 12 12%
Moderate 24 24%
Total 100 100%
Table 4.17.11
53% of the respondents are majority says that it is not sensitive, second is
moderate with 24%, third is sensitive with 12% and lastly 11% for very sensitive.

Sensitive 46 46%
Moderate 13 13%
Total 100 100%
Table 4.17.12
The highest number of respondents choose sensitive and consist of 46%. The
second one got 21% respondents which is the very sensitive. 20% of them chooses
not sensitive and 13% answers for moderate.
4.18 RECEIPTS (DUPLICATE)

4¼x5½
(Bond & Onion Skin)
Very Sensitive 8 8%
Sensitive 36 36%
Moderate 42 42%
Total 100 100%
Table 4.18.1
Majority of the respondents choose moderate. Its percentage is 42%. 36%

respondents choose sensitive for the price of 1400-1450. In not sensitive consist of
14% respondents. And the last is the very sensitive which has 8% of respondents.

Sensitive 47 47%
Moderate 15 15%
Not Sensitive 9 9%
Total 100 100%
Table 4.18.2
The highest number of respondents chooses Sensitive and consist of 47%

respondents. The second one got 29% of respondents which is the very sensitive.
15% of them chooses moderate and 9% answers for not sensitive.
Carbonless
Very Sensitive 3 3%
Sensitive 35 35%
Moderate 46 46%
Total 100 100%
Table 4.18.3
46% people chooses moderate while 35% says it’s sensitive. In not sensitive,
they got 16% and last one is the very sensitive that has only 3% respondents.

Sensitive 33 33%
Moderate 13 13%
Not Sensitive 5 5%
Total 100 100%
Table 4.18.4
49% chooses very sensitive. The second one is the sensitive that has 33
respondents. In moderate it has 13 answers and the last 5 decides to choose not
sensitive.
5½x8½
(Bond & Onion Skin)
Sensitive 18 18%
Moderate 52 52%
Total 100 100%
Table 4.18.5
Moderate got 52% respondents. While sensitive got 18%. 16% respondents
for very sensitive and 14% choose not sensitive.

Sensitive 47 47%
Moderate 31 31%
Not Sensitive 9 9%
Total 100 100%
Table 4.18.6
47% of the respondents choose sensitive, followed by moderate that has 31%.
The third one is very sensitive that has 13% and lastly is not sensitive that has 9%
respondents.
Carbonless
Sensitive 36 36%
Moderate 34 34%
Total 100 100%
Table 4.18.7
The highest number of respondents was the sensitive. Followed by moderate

which has 34% respondents, 16% for very sensitive and 14% for not sensitive.

Sensitive 23 23%
Moderate 36 36%
Total 100 100%
Table 4.18.8
36% of the respondents choose moderate, 25% for very sensitive and 23% for
sensitive. The lowest number of respondents was not sensitive that has only 16%
respondents.
8 ½ x 11
(Bond & Onion Skin)
Very Sensitive 3 3%
Sensitive 11 11%
Moderate 21 21%
Total 100 100%
Table 4.18.9
The highest number of respondents choose not sensitive and consist of 65%.
The second one got 21% respondents which is the moderate. 11% of them choose
sensitive and 3% answers for very sensitive.

Sensitive 48 48%
Moderate 25 25%
Total 100 100%
Table 4.18.10
48% of the respondents are majority says that it is sensitive, second is

moderate with 25%, third is not sensitive with 14% and lastly 13% for very
sensitive.
Carbonless
Sensitive 12 12%
Moderate 53 53%
Total 100 100%
Table 4.18.11
The highest number of respondents was moderate with 53%. Followed by not
sensitive which has 19% respondents. 16% for very sensitive and 12% for sensitive.

Sensitive 17 17%
Moderate 12 12%
Total 100 100%
Table 4.18.12
Majority of the respondents answered very sensitive 43%, not sensitive 28%,
14.19 RECEIPTS (TRIPLICATE)

4¼x5½
(Bond & Onion Skin)
Very Sensitive 5 5%
Sensitive 47 47%
Moderate 30 30%
Total 100 100%
Table 4.19.1
Majority of the respondents choose sensitive. Its percentage is 47%. 30%

respondents choose moderate. In not sensitive consist of 18% respondents. And the
last is the very sensitive which has 5% of respondents.

Sensitive 39 39%
Moderate 21 21%
Not Sensitive 7 7%
Total 100 100%
Table 4.19.2
The highest number of respondents chooses sensitive and consist of 39%

respondents. The second one got 33% of respondents which is the very sensitive.
21% of them chooses moderate and 7% answers for not sensitive.
Carbonless
Sensitive 17 17%
Moderate 43 43%
Total 100 100%
Table 4.19.3
43% people chooses moderate while 26% says it’s not sensitive. In sensitive,
they got 17% and last one is the very sensitive that has only 14% respondents.

Sensitive 23 23%
Moderate 9 9%
Not Sensitive 8 8%
Total 100 100%
Table 4.19.4
39% chooses very sensitive. The second one is the sensitive that has 23%
respondents. In moderate it has 9% answers and the last 8% decides to choose not
sensitive.
5½x8½
(Bond & Onion Skin)
Sensitive 17 17%
Moderate 41 41%
Total 100 100%
Table 4.19.5
Moderate got 41% respondents while not sensitive got 23%. 19% respondents
for very sensitive and 23% choose not sensitive.

Sensitive 13 13%
Moderate 21 21%
Total 100 100%
Table 4.19.6
54% of the respondents choose very sensitive, followed by moderate that

has 21%. The third one is sensitive that has 13% and lastly is not sensitive that
has 12% respondents.
Carbonless
Very Sensitive 6 6%
Sensitive 36 36%
Moderate 42 42%
Total 100 100%
Table 4.19.7
The highest number of respondents was 42% moderate. Followed by sensitive

which has 36% respondents, 16% for not sensitive and 6% for not very sensitive.

Sensitive 28 28%
Moderate 10 10%
Total 100 100%
Table 4.19.8
48% of the respondents choose very sensitive, 28% for sensitive and 14% for
not sensitive. The lowest number of respondents was moderate sensitive that has
only 10% respondents.
8 ½ x 11
(Bond & Onion Skin)
Sensitive 21 21%
Moderate 24 24%
Total 100 100%
Table 4.19.9
The highest number of respondents choose not sensitive and consist of 36%.
The second one got 24% respondents which is the moderate. 21% of them choose
sensitive and 19% answers for very sensitive.

Sensitive 25 25%
Moderate 15 15%
Total 100 100%
Table 4.19.10
46% of the respondents are majority says that it is very sensitive, second is
sensitive with 25%, third is moderate with 15% and lastly 14% for not sensitive.
Carbonless
Sensitive 12 12%
Moderate 33 33%
Total 100 100%
Table 4.19.11
The highest number of respondents was moderate with 33%. Followed by not
sensitive which has 29% respondents, 26% for very sensitive and 12% for sensitive.

Sensitive 13 13%
Moderate 22 22%
Total 100 100%
Table 4.19.12
Majority of the respondents answered very sensitive 47%, moderate 22%, not
sensitive 18% and the least sensitive 13%.
B. Analysis
The following are findings after conducting the market research
 Majority of the respondents are female.
 Majority of the respondents are employees that are current clients of F.G.
Vitug Social & Commercial Printers.
 The pricing strategy of the company is not that high but will give you the
best quality.
 Referral from other people is still one of the best ways to gain customers.
 Clients of F.G. Vitug Social & Commercial Printers are satisfied with their
product.
 Despite of having price changes they are still loyal to F.G. Vitug Social &
Commercial Printers
CHAPTER 5
CONCLUSION AND RECOMMENDATIONS
A. Conclusion
The study demonstrates that price sensitivity exerts an influence
towards the consumers. The survey helps in understanding the price sensitivity
and the quality of the product. Majority of the respondents are almost generation
y and millennials. Most of the customer becomes loyal to the product. Because
of the affordable price, good quality and good service that they experienced.
Some of the customers also introduces the product to the people they know
that’s why the number of customers increased. One of the most valued qualities
of the customers towards F.G. Vitug Social and Commercial Printers is that they
perform the services right on the first time and that they provide good quality of
products.
B. Recommendations
1. The company should always check the products, on how it will improve and
at the same time will satisfy the customer in terms of pricing
2. The management may also study more regarding to their business. The
management may make the price affordable and reasonable but still maintain
better quality products to make the customer satisfy.
3. They should do a Freebie Marketing. Most of the consumers whenever they
had, they look for free items which will make them return. Simply by giving
freebies, consumers are easily manipulated with their decision and mostly and
mostly it attracts other consumers because of curiosity of the freebies.

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Colgeio de San Juan de Letran 1

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

BACKGROUND OF THE STUDY

F.G. Vitug Social & Commercial Printers is a company that produces

after purchasing it.

F.G. Vitug Social & Commercial Printers was established in 1998. It is a

company that engaged in printing various Company Forms, Letterheads, Official

they are member of the Philippine Printing Association.

them distinct to their competitors.

F.G. Vitug Social & Commercial Printers is located in #7 Encarnita St.

Richland Subdivision Sauyo, Novaliches, Quezon City.

use facebook account to know the feedback of their customers.

Product and Price

orders of the clients.

4¼x5½ 28 1,400 70 3,500

4¼x5½ 55 2,750 150 7,500

B. Statement of the Problem

1. What is the demographic profile of the respondents in terms of the following?

1.3 Civil Status

1.5 Level of Education

Commercial Printers in selling its products to its market?

3. How these customers react to increase/decrease in prices of its products?

4. How these changes in prices affect customer’s perceptions and customer’s

expectations on product quality?

5. What is the difference between customer’s perception and customer’s

expectation regarding value for money when it comes to price changes?

Social & Commercial Printers clients value their products?

In view of these possibilities, the study intends to achieve the following:

 To determine the reaction of its existing clients regarding the changes in

prices of its products.

 To be able to identify if the prices of F.G. Vitug Social & Commercial

Printers product are reasonable relative to its quality.

 To create and implement a pricing strategy to make its prices reasonable as

perceived by its customers.

D. Significance of the Study

clients react to increase/decrease in prices of its products.

Another information presented in this study, is that the group of company

services and sales.

The study can be a learning paradigm in the academic to enhance the

elasticity demand to measure the behavior of their consumer in purchasing their

Commercial Printers is open to answer their concerns or questions if they need.

disseminate by diffusion and induction technique.

on the level of price of the target respondents.

Demographic profile of the

The following are defined operationally in the study.

Client - a person or organization using the services of a lawyer or other

professional person or company.

that item is normally sold for.

Publishing Company - term refers to the distribution of printed works such as

REVIEW OF RELATED LITERATURE

What is inflation? It refers to the rate of increase in prices of goods and

typically bought by consumers. Inflation, which is expressed as percentage, reflects

concerned,” said Ernesto Pernia, professor at the University of the Philippines’

School of Economics. Inflation erodes the purchasing power of consumers. If

Inflation, wage top poll issues

In a country that is agricultural and rich in marine resources, why are

countries,” former Bureau of Agricultural Research director Dr Eliseo Ponce said

lack of framework in policy building, outdated administrative guidelines,

food prices hike.

How can government lower food prices in the Philippines?

It explores the use of a modified Tornqvist index using a geometric mean

may lead to overestimation of domestic price conditions. Along with a set of

the conduct of monetary policy.