A research paper entitled: A UAI study on the Philippine RTD milk industry

Date of Publication

2005

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ma. Luisa C. Delayco

Defense Panel Chair

Jaime S. Ong

Defense Panel Member

Fredelita De Mesa

Abstract/Summary

Universal Robina Corporation (URC) has been contemplating for some time, of entering the local ready-to-drink (RTD) milk market and so this group has proposed to conduct an in-depth study that investigates the needs and wants when buying RTD milk.

The overall objective of this study is to devise a positioning strategy for a new RTD milk entrant in the Philippines RTD milk market. In order to achieve our objective, the researchers conducted a UAI study. The dairy industry in the Philippines was evaluated. The ready to drink milk market has many entry barriers due to the present number of players, has high capital requirement, the domestic milk market having an import dependent type of industry in this particular dairy product industry. The development of this strategy is vital to ensure a favorable competitive position for URC in case it decides to push through with its plans of entering the said market.

A UAI (Usage, Attitude, and Image) survey provided quantitative data on the usage, attitude and perceptions of consumers towards existing RTD brands available in the market. Respondents on the UAI include users (children) and buyers (parents), interviews among the users (Children) were also conducted. The results show that the parents are the ones who influence the children in buying RTD milk. Moreover, nutrition is the most important attribute parents look for in buying RTD milk for their children.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16566

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

88[29] leaves

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