A descriptive study on the buying habits of highschool students in Metro Manila on the five least Bench cosmetic products

Date of Publication

1999

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

Mary Julie B. Tanada

Defense Panel Chair

Luisa A. Chua

Defense Panel Member

Lucas Santiago

Abstract/Summary

The objective of this research paper is to describe the buying habits of high school students in Metro Manila on the five least popular cosmetic products of Bench. An initial survey was conducted on all seventeen Bench branches in Metro Manila to confirm that the buyers of Bench cosmetic products are mostly teenagers. Observations were also done in all Bench outlets to see how the service crew, store operations, store layout and the consumers interact with each other. This was then followed by an actual survey, which the group computed for the sample size base on a scientific method resulting to n=289 respondents. This sample size was then proportioned according to the number of schools (public/private) in areas set by the researchers and their supervisor.

The survey results show that buyers of cosmetics would usually a maximum of P150 a month for cosmetics. And that the five popular cosmetic products of Bench are Baby Bench Shampoo, Prescribe® Facial Absorbent Paper, Prescribe® Clearpore Cleansing Strips, Baby Bench Bath Soap and Prescribe® Facial Cleanser.

The study shows that more males buy and are willing to buy Bench cosmetic than females since Bench is associated with male. Also, more public high school students tend to purchase and are more willing to buy Bench cosmetics once they learn about the existence of the products.

From the information gathered, the group recommends that Bench should focus on the four C's or retailing and 4 P's of marketing to increase sales on the five least popular cosmetic products. Also, the company should use different promotion strategies to increase market awareness on the said products.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16567

Shelf Location

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

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