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_aBayot,Rethel Anne Chezka M. Anonuevo, Ma. Krizza Joyce R. Billones,Jayson Carl O. Paras, Luis yves R. Pascual, Catherine Venice P. and Rualo,Julienne Erika A.
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_aThe relevance of awareness on the nutritional value of Chatime's Milk Tea to the buying decisions of college students at SM Manila Branch /
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_cRethel Anne Chezka M. Bayot, Ma. Krizza Joyce R. Anonuevo, Jayson Carl O. Billones, Luis yves R. Paras, Catherine Venice P. Pascual, and Julienne Erika A. Rualo.
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_cOctober, 2012.46
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_aResearch Paper: (BSBA major Marketing Management) - Pamantasan ng Lungsod ng Maynila 2012.
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_aABSTRACT: Milk teas are gaining a lot of admiration especially among teenagers and young adult. This study was chosen because of the increasing health issues, consumer awareness and the phenomenon of milk tea product in the market. This study is aimed at determining the relevance of awareness on the Nutritional values of Chatime's milk tea on the buying decisions of its college students customers at SM Manila branch. The researchers would like to discover answer to the following what is the profile of the respondents, what is their level of awareness and what is the level of relevance of the respondents affecting their buying decisions in terms of age, gender, educational background, daily food and transportation allowance, lifestyle and their patronage to Chatime's milk tea. The researchers also want to answer the question, are there significant relationships on the nutritional benefits between the level of awareness and the level of relevance in the buying decisions of the customers. This study aims to discover the level of awareness and to distinguish how the level of awareness of college students on the nutritional value of Chatime's milk tea affects their buying decisions in terms of respondents age, gender, educational background, daily food and transportation allowance, lifestyle and Chatime's milk tea patronage. The researchers hypothesized that there is no significant relationship between the level of awareness and the level of relevance on the nutritional benefits such as calories, fats, protein, carbohydrates, calcium and vitamins in the buying decisions of the college students of Chatime's milk tea. The respondents would be the college students in Chatime SM Manila. The study used the survey approach of research, precisely the descriptive type of method. Percentage, Seaman's correlation and Descriptive Statistics such as mean, frequency and degrees of freedom. After summarizing the data, the researchers concluded that majority of the respondents in terms of their profile are aware of the nutritional value of Chatime's milk tea such as calories, fats, protein, carbohydrates, calcium and vitamins. Based on the statistical analysis made by the researchers, the nutritional value of Chatime's milk tea is relevant to the buying decisions of the respondents particularly the college students and based also on the study as tested by the spearman's correlation, the awareness on the nutritional value of the respondents has relevance to their buying decisions. The researchers had come up with the following recommendations: the consumer must view Chatime's milk tea not only as a beverage but rather a nutritional drink. The company should emphasize more on generating awareness on the product's nutritional values to its existing consumers as well as to potential customers since the result showed that Chatime milk tea's nutritional values are highly significant and relevant to the buying decisions of college students and to the future researchers may use this research as a reference in concluding other studies with resemblance to this one.
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