Guamos,Kim Dominique D. Lopez, Mary Grace M. Narciso, Maybel C. Quitaleg, Elyza Marie C. Untalan, David Paul T. , and Valliente, Sharmaine Y. 4 0
The use of social media in promoting selected underrated restaurants along P. Noval: a new strategy that will affect consumer buying decision / 6
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Kim Dominique D. Guamos, Mary Grace M. Lopez, Maybel C. Narciso, Elyza Marie C. Quitaleg, David Paul T. Untalan, and Sharmaine Y. Valiente.
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Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila 2016.
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STATEMENT OF THE PROBLEM: This Study has examined if posts in Social Media Sites featuring underrated restaurants along P. Noval affect the Buying Decision of a consumer. To attain the objectives, this study sought answers to the following sub-problems: 1. What is the Demographic Profile of the Respondents in terms of: 1.1 Age 1.2 Gender 2. 2. Which Social Media sites does the consumer see as the most effective medium in advertising? 3. How often do the consumers see promotions about underrated restaurants on their Social Media Accounts? 4. Does the featured post on Social Media Sites persuade consumers to visit underrated restaurants? 5. How does popularity, feedbacks, exposure (in terms of views and shares) on Social Media affect consumers to dine in at underrated restaurants. 6. Are there any other medium to promote underrated restaurants? The research conducted was a purposive research. Data were collected from a sample rather than a whole population. This research is qualitative because it is used to gain an understanding of underlying reasons, opinions, and motivations. Qualitative research is designed to reveal topis or issues. It uses in-depth studies of small groups of people to guide and support construction of hypotheses. The results of qualitative research are descriptive rather than predictive. Majority of the respondents are 19 years old, and the respondents are mostly females. Based on the results of the survey conducted by the researchers, it shows that the majority of the respondents voted for Facebook as their most used social media accounts, followed by Instagram, then Twitter. These three (3) social media sites that the consumers are using are where they can find the promotions of underrated restaurants. Facebook is the most effective social media site in the promoting underrated restaurants according to the respondents. All of the social media sites mentioned (Twitter, Instagram, Youtube, Tmblr, Blogspot and Wordpress) are effective tool in promoting underrated restaurant. The restaurants mentioned (Eatles, Chun Chon, Big B, Amo Yamie, and Beyong Coffee) are not always mentioned in social media but once the respondents/consumers see the promotion about the underrated restaurants, they are thinking of the factors that can help them decide whether they will visit and buy from the mentioned underrated restaurant or not. The respondents consumer buying decision is highly affected by the popularity, feedback/comments and exposure of advertisements and promotions of underrated restaurant in social media sites. When the consumers see promotions featuring the underrated restaurants, they will look for the price and the interior of the restaurant. They want to see if the food serve are affordable and if the whole place is cozy and confortable. The convenience of the location does not necessarily affect the consumers.