Consumer nationalism strategies as applied to JanSport, Philippines
Date of Publication
2010
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Applied Corporate Management
Subject Categories
Business Administration, Management, and Operations
College
Ramon V. Del Rosario College of Business
Department/Unit
Business Management
Defense Panel Chair
Jose Mari Lim
Defense Panel Member
Roderick Bugardor
Rlyn Doroteo
Abstract/Summary
This study examined the degree of responsiveness of undergraduate De La Salle University students to focusing events. Subsequently, it also researched the relationship between the degree of responsiveness to the consumers intent to buy merchandise with nationalistic designs. The subject of this case study was JanSport, Philippines, a globally renowned bag brand. Aside from these objectives, it also explored the best strategy for the brand to pursue given their current brand position.
The instrument used for this study were the survey, the interview and the strategic management matrices. The survey respondents were 375 undergraduate students of De La Salle University. The interview respondents were the local management team of JanSport, which consists of the brand manager and assistant brand manager. Strategic management matrices aided in the data analysis of the internal and external factors gathered from the two aforementioned research instruments. Results showed that the response to focusing events is not high. However, there is a direct proportional relationship between the students admiration for national heroes to their intent to buy products with nationalistic designs. The strategy that resulted from the strategic management matrices for JanSport, Philippines was to move their product with a nationalistic design, the My Pilipinas bag, from the limited edition line and make it a mainstay in their general product line.
Abstract Format
html
Language
English
Format
Accession Number
TU14752
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
149 leaves ; 28 cm. + 1 computer optical disc.
Keywords
Consumer protection; Bag--Philippines
Recommended Citation
Chua, J. Y., Pua, D. G., Sy, G. U., & Zarate, D. M. (2010). Consumer nationalism strategies as applied to JanSport, Philippines. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/10630
Embargo Period
12-16-2021
