Brand Differentiation of Leading Backpacks: Preference in Purchasing Bags of College Students near SM Manila / Batuto, Jameirra A.; Caballero, Mary Joy G.; Gerona, Kimbherly Anne A.; Gunio, Ma. Angelica M. and Yuson, Aries John E. 6

Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2015. 56

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ABSTRACT: The study aimed to determine the differences of the leading brands of backpacks according to the preference of the college students who are studying near SM Manila. In line with this, the proponents seek to know the respondents demographic profile, buying behaviour and how the respondents perceive the features and overall performance of the selected brands of backpacks. The researchers then, assumed that certain factors, attributes and features contribute to the differentiation of the leading brands of backpacks which affect the decisions of the customers in purchasing their bags. From the information gathered from different literatures and studies, it is said that there are factors that influence consumer buying behaviour which indicates people's differences in needs and attitudes. Such factors are not controlled by the marketers, but they must consider all these influences in drafting a marketing program so it can better serve its target market. Branding is a marketing action that identifies and differentiates a product from one another. A brand name possess attributes suggestive of the product's characteristics, where customers could recall the name and the image that the company wants to leave to its target market's mind. Lastly, creating both physical and perceptual differences, using all the elements of the marketing are what effective brand positioning seeks to accomplish. Distinctive and successful brands, nowadays, are those differentiated from competing brands. The study utilized the descriptive method of research. This was used because it involves the description, analysis, and interpretation of data that are needed to the results of the study. The survey questionnaire and interview were the methods used in collecting the data. In terms of the statistical approach, frequency and percentage were used in determining the demographic profile of the respondents. Weighted mean was used in determining the level of satisfaction of the respondents to the features of each brand of backpack. Lastly, chi-square test was used in determining the influence of place and respondent's weekly allowance to the preference of college students in purchasing backpacks. Based from the data gathered, most of the respondents are female. The research was dominated by 18-19 years old occupying 43% of the population. Meanwhile, 40% of the population have weekly allowance of Pho 600-Pho1,000.00. Majority of the respondents are Jansport users gaining 53% of the population. Most of them purchase their backpacks in the department stores. They became aware of the leading brands of backpacks, JanSport, Hawk, Heartstrings, Cose, and Converse, because of their friends and the backpacks they see inside their schools. Majority of them prefer dark colors with plain designs. Moreover, the respondents consider quality, durability and reliability as the most important features in purchasing backpacks. They perceive JanSport as worthy of the value of the money they spend in purchasing backpacks. Moreover, they are highly confident when their backpacks are either JanSport or Hawk. Meanwhile, the results showed that there is no significant effect between the respondent's preference in purchasing backpacks and the place where they purchase the backpacks. Finally, there is significant relationship between the respondents budget and preference in purchasing backpacks. On the basis of the conclusions formulated in the study, the following are recommended: JanSport whose brand is already established, well known and mostly preferred by many consumers, the company should maintain the quality of the bags they produce. They should also improve the service they render to their customers. Moreover, the continuous innovation of products based on trends should also be observed. For Hawk, which is the second most preferred by the respondents, the company should maintain the quality and durability of its products. We also recommend the company to introduce more competitive designs that follow the trend and preference market. For Heartstrings and Cose, the researchers recommend the company to keep their female market but also, to introduce a new product line for their untapped markets, which could possibly by the men or middle-class markt. In addition for Cose, the company should improve their promotion to increase the awareness of their market towards their products. For Converse, since the company has established its brand in shoes, they have to increase the awareness of the market towards their other products line which are the bags. For the competing companies in this industry, the researchers recommend that products should always possess good quality and competitive price. Also, companies should keep the good competition in this industry.

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