Consumer Behavior of PASINAYA 2012 Presented to Ms.

Nina Poblador Marketing and Advertising Department

In partial fulfillment of the course requirement in MARKCU1

Submitted by: Gozo, Mary Angelette Kim Ha Eun Liwag, Christine Liwag, Ralph Gerald Maralit, Michaella Merro, Ran Lord Ranulfo Sia, John Christian K34

I. Executive Summary with Short Historical Background of Firm The Cultural Center of the Philippines was created in 1966 through Executive Order no. 30, with the purpose of promoting and preserving Filipino arts and culture. It was formally inaugurated on September 8, 1969, starting a three-month long inaugural festival opened by the epic musical Dularawan. Since then, the CCP has sought to truly embody its logo of katotohanan (truth), kagandahan (beauty) and kabutihan (goodness). The best artists from all over the country and around the world have graced the CCP theaters and galleries, enthralling Filipinos for over thirty years.

The Cultural Center of the Philippines is the national center for the performing arts. It is mandated to promote excellence in the arts through the initiation and implementation of activities that aim to improve and elevate standards among cultural workers, artists and audiences and to recognize the multiplicity and differences of aesthetic experiences and standards

encompassing the arts from grassroots to those formulated by academy-trained artists.

It houses several venues for the performing arts as well as areas for both permanent and changing exhibits. It serves as home for the country's premier performing arts groups such as the Ballet Philippines, the Philippine Philharmonic Orchestra, Tanghalang Pilipino and others. CCPs Vision Mission is The Cultural Center of the Philippines nurtures and promotes artistic excellence, Filipino aesthetics and identity, and positive cultural values towards a humanistic global society.

The Cultural Center of the Philippines produces at least 800 shows per year. They entertain 300,000 attendees and 100,000 outreach audiences. They also have over a million radio listeners and 200,000 television viewers. CCPs normal daily activity would comprise of outreach and exchange. Several visual

art exhibits are also shown and they broadcast Sugpuin ang Korupsyon: Walang Kukurap which was awarded as a hall of Famer in the Catholic Mass Media Awards. Many different literary pieces can also be found in their wide array of books I their libraries and museums. CCP offers various things for their consumers such as use of their books through libraries, museums and galleries. They also have off-site offering through their partnership with the Philippine Embassies and Consulates. There are also online and digital packages offered in their official website. They provide international outreach performances and artistic and production consultancies. Several trainings and workshops are also offered in various forms to those interested. Lastly, the CCP itself may be a venue for co-production and works about the Philippine diaspora and by Filipino artists.

Pasinaya is the biggest multi-arts festival in the country. It showcases over 100 different performances and galleries of different cultural and art activities. The audience of this event is primarily students, families, individuals and some local and foreign tourists who are culturally inclined. It is said to be the CCPs closing event to the February Arts Month. This festival has become the CCPs most popular multi-arts festival that draws record numbers of audiences to numerous performances in all of its venues. It showcases mainly the CCPs Resident Companies Ballet Philippines, Bayanihan, NAMCYA, Philippine Ballet Theatre, Madrigal Singer, Philippine Philharmonic Orchestra,Ramon Obusan Folkloric Group, Tanghalang Pilipino, and UST Symphony Orchestra. A number of regional cultural groups all over the country also participates. For the first time this 2012, Pasinaya shall highlight regional culture specifically Ilonggo Culture with Dinagyang as its main feature, and the whole spectrum of Ilonggo culture music, culinary, film, and dance.

The Pasinaya had a lot of benefits to offer to you. The consumers received experience, knowledge, added nationalistic identity and fun in the event

that they went which is Pasinaya.. The consumers get these benefits by paying for the entrance fee, food and transportation. They also gamble on their time because instead of other things they travel to Manila to experience the event. The Pasinaya showed its utilitarian value by consumers buying tickets even though the Pasinaya doesnt give any benefit if you havent experienced the event itself. The shows also have a different time so you wont get the value of Pasinaya until the end of each show. Pasinaya is a source of high-quality knowledge by showing you the beauty of the Philippines and its citizens. Consumers gain knowledge in this event and use that knowledge after experiencing the show and share it with their students, friends and colleagues. Pasinaya also gives its hedonic value through the shows that they showcase because consumer enters the shows inside the Pasinaya event to experience the folk opera singing, ethnic people in the museum along with the important items in the past. Consumers also experience folk dances and shows. The consumer showed the hedonic value by their emotions after the shows that showed excitement and contentment. The Pasinaya gave their consumer the best experiences by showing high quality knowledge and fun and also showed high quality service by accommodating the consumers properly and giving them a show that they will never forget.