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The Effect of Print Ad of Chic-Boy to selected De La Salle UniversityDasmarinas Students.

Bitana, Jonielito De Guzman, Francis Masangcay, Von Mejia, Carlo Mercado, Kristoffer Roraldo, Ian

Company OverView
Chic-Boy is a new trademark and business model of Pier One Bar and Grill Holdings Corporation, the company behind the successful Pier One Bar and Grill restaurant chain in the Philippines.

Chic-Boy opened its first Dine- In store last May 5, 2010 and began offering its Dine-In store concept for franchise
Customers have a unique, individual response to the needs and wants that the environment allows us to have. This applies to all elements of our lives. Including how and when we choose to eat food. Filipinos love to find reasons to gather and celebrate.

Advertising is used to promote goods, services, images and anything else that advertiser to advertise. Every day new products through the use of different medium like TV, radio, internet, flyers, billboards, and other outdoor advertisements. The presentation of food often refers to its visual composition on the plate, in a state of readiness to be eaten. Modern color photography has promulgated enticing artworks that have come to be the signatures of stylish cooks.

Background of the Problem

This study is focused on understanding the influence of print ad of Chic-Boy on consumers buying decision. Specifically, the study seeks to:

How does allowance affect consumers buying decision?

How does the ambience affect consumers buying decision?


How does customer treatment Affect consumers buying Decision? How does store display and presentation of products affect consumers buying decision? How does a promotional tool affect consumer buying decision?

Statement of the Problem

To determine the effect of allowance to consumers buying decision?


To determine the effect of ambience to consumers buying decision? To determine the effect of consumers buying Decision?

To determine the effect of store display and presentation of products to consumers buying decision?

Research Objectives

To the company (Chic-Boy) To the Students (DLSUD) For future reference To those who seek alternative food preferences

Significance of the Study

Independent Variable: Selected DLSUD Student

Dependent Variable: Allowance Ambience Customer Treaty Product Display Promotional tool

Knowledge Awareness

Product Promotion

Review of Related Literature

is an action taken by a companys marketing people with intention of encouraging the sale of a good or service to their target market. It is also used specifically to refer to a particular activity that is intended to promote the business, product or services.

Buying Decision

Is a series of choices made by a consumer prior to making a purchase that begins once the consumer has established a willingness to buy.

Review of Related Literature

Brand Awareness

Review of Related Literature

It is also the degree to which consumers precisely associated the brand with the specific product. And expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early existence of the product introduction.

Brand Image

Review of Related Literature

It can be defined as a unique bundle of associations within the minds of target customers. It signifies what brand presently stands for. It is asset of beliefs held about a specific brand. In short, it is nothing but the consumers perception about the product. It is the manner in which a specific brand is positioned in the market.

Research Locale

This research will focus on the effect of Print ads of Chic-boy to selected De La Salle UniversityDasmarinas Students buying decision, specifically to those of the students, who spend their allowance in buying foods that can satisfy their cravings. The students who will be surveyed will be coming within the vicinity of DLSU- D.This is expected to be done for a maximum period of 1 week.

Methodology

Research Design The researchers will conduct a descriptive and quantitative method of research and are planning to gather data from the respondents by conducting a survey with open ended questions to determine the effect of Print ads of Chicboy to selected De La Salle UniversityDasmarinas students buying decision.

Methodology

Production and Sampling Design The researchers will more likely to determine the effect of Print ads of Chic-boy to selected De La Salle UniversityDasmarinas Students buying decisionThis research will consist of 100 respondents, which will be surveyed. They will be the one who will help the researchers to determine whether print advertising affects the buying decision of the students of DLSU- D.

Methodology

Instrumentation and Data Gathering


The researcher will use questionnaire method of collecting data. The information that was collected in the survey came from the given questionnaires. The survey questionnaire is a written document that will contain the set of questions that is related to the research, which is students buying decision, that are given to the selected set of respondents for them to answer it.

Methodology

Expected Result
At the end of this study, the researchers are expecting to gather data that would let the researchers achieve their desired goals. The researchers also hopes that they will be able to know how print advertisements for Chic-Boy affects the buying decision of the selected students of DLSU- D.

Methodology

Ambience

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