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Bagano,Lalaine Joy M. Calimlim,Esperanza S. Caliwag,Mary Jennifer Z. Fama,Precious A. Guerra,Ma. Criselda R. Pamplona,Alexander S. Santiago,Lara Bianca C. Sebastian,Wilfredo B. and VillenaZussane Marie T. |
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Brand differentiation of selected feminine wash brands as perceived by young professionals in district III of Manila / |
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Lalaine Joy M. Bagano, Esperanza S. Calimlim, Mary Jennifer Z. Caliwag, Precious A. Fama, Ma. Criselda R. Guerra, Alexander S. Pamplona, Lara Bianca C. Santiago, Wilfredo B. Sebastian, and Zussane Marie T. Villena. |
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September, 2010.46 |
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28cm. |
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vi, 92p. |
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Research Paper: (BSBA major in Marketing) - Pamantasan ng Lungsod ng Maynila 2010. |
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56 |
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ABSTRACT: This study aimed to differentiate selected feminine wash brands as perceived by women, young professionals ages 20-34 in district III of Manila. There was 300 respondents wherein all are female, young professional, and are on the ages of 20 - 34. This study employed descriptive method of research. In order to determine profile of the respondents frequency, percentage and ranking distribution was used. Chi-square and Z-test was used to get the significant differences in the selected feminine wash brands as perceived by the respondents. From the data gathered, it was received that most of the respondents are on the ages of 20-24 having 46% of the total population and 70% of the respondents are still single. 60% who took part of this study is on the Class C residents earning Php10,000 and up a month. It was revealed that PH care was the first feminine wash brand that comes in the mind of the respondents, 47% of the respondents currently use it and 154 respondents believe that ii is mostly available feminine wash brand in the market. Respondents usually buy feminine wash in the supermarket and majority of them said that they have known the product through TV Commercials. There is a slight difference among the selected feminine wash brands as perceived by young professional women in district III of Manila in terms of its scent, lasting effect, content, overall packaging, value of money in exchange, cleansing and refreshing power, and satisfaction with the different sizes and its corresponding prices. Based from the summary of findings, the following conclusions were drawn: Customer's preference for feminine wash goes with mild scent. Availability is also a vital factor in feminine wash brand; consumers tent to buy other brand if it is not available to surface their needs. The distinctive characteristics of the selected brands for the product category were as follows: Lactacyd's and Gyne Pro's usage and and hygienic purpose and PH Care's fragrance; for packaging category: Lactacyd's and PH Care's color; and Gyne Pro's brand name; for pricing strategy category: Lactacyd's and PH Care's quantity discount and Gyne Pro's reduce price; respondents agreed that there is no distinctive characteristic of the selected feminine wash brands as they perceived the same promotion tool using Television Advertisements; for distribution Lactacyd's and PH Care's availability in the market; and Gyne Pro's In-store arrangement. Moreover, majority of the respondents agreed that the significance of knowing the distinctive characteristics of the selected feminine wash brand's is very important. And almost all of the respondents viewed the differentiation of the feminine wash brands helpful in their decision making having 70%. Majority of the respondents viewed the differentiation of the feminine wash brands helpful for development of existing products for the manufacturing company. On the basis of the conclusions formulated in the study the following are recommended: For PH Care whose brand is already established, well known and mostly preferred by many consumers the company should concentrate on always giving the best quality of feminine wash. In Lactacyd, the researchers recommend their company to make an investment in new product design and packaging. Appearance is everything. It is 90% of any sale. The look of your new product has to catch the eye and inspire the mind, even for the most mundane of products. Inspect the general market trends in design, and look at any competing products in particular. For Gyne pro, follow up after a sale to increase customer loyalty. Your follow-up helps new customers feel that they've made the right decision, and it strengthens the trust they have in working with you. For Gyne Pro, follow up after a sale to increase customer loyalty. Your follow-up helps new customers feel that they've made the right decision, and it strengthens the trust they have in working with you. To the future researchers, they may improve this study by means of using other possible variables. This can also be replicated in order to validate its result to another group of respondents. It can also be of help to those researchers whose study is related to our study. To the Government, they should support the study of many aspiring researchers that may contribute in the development of worthy products for the Filipino citizens. |
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| Volume/sequential designation |
|
| 830 ## - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| International Standard Serial Number |
|
| -- |
|
| Uniform title |
|
| Name of part/section of a work |
|
| Number of part/section of a work |
|
| Language of a work |
0 |
| Volume/sequential designation |
|
| 942 ## - ADDED ENTRY ELEMENTS |
|---|
| Institution code [OBSOLETE] |
|
| -- |
lcc |
| Item type |
Book |