Date of Publication

8-2004

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

This thesis studies the tagline of Zest-O Juice Drink and measures the awareness and attitude of children and mothers toward the No. 1 Juice Drink tagline. The methodology examined 150 children under the age group of 5-12 years old and 150 mothers with 5-12 year old kids, in Manila City to test five hypotheses stated as follows: (1) Children ages 5-12 years old will demonstrate a better recall of the "No. 1 Juice Drink" tagline of Zest-O Juice Drink than mothers with 5-12 year old kids; (2) Children ages 5-12 years old will demonstrate a better recognition of the "No. 1 Juice Drink" tagline of Zest-O Juice Drink than mothers with 5-12 year old kids; (3) Children ages 5-12 years old who are aware of the "No. 1 Juice Drink" tagline of Zest-O Juice Drink is equal to kids who are aware of the ad of Zest-O Juice Drink; (4) Mothers with 5-12 years old kids who are aware of the "No. 1 Juice Drink" tagline of Zest-O Juice Drink is equal to moms who are aware of the ad of Zest-O Juice Drink; and (5) Children ages 5-12 years old and mothers with 5-12 year old kids will associate the "No. 1 Juice Drink" tagline best Ready-to-Drink Juice Dink" choice.

The hypotheses were tested using the z-test and Kolmogorov-Smirnov Goodness of Fit. The results show that both kids and moms do not have a high recall and recognition level of the "No. 1 Juice Drink" tagline. When comparing the tagline recall and recognition of kids and moms, the latter demonstrated a better recall and recognition of the "No. 1 Juice Drink" tagline of Zest-O Juice Drink. Moreover, tagline awareness of children and mothers with 5-12 year old kids was not obtained through exposure to the ad and this opposed the formulated hypotheses number 3 and 4.

They associated Zest-O Juice Drink with the "No. 1 Juice Drink" tagline because the brand is perceived to be the most preferred brand of kids and its taste is highly acceptable. In the aspect of attitude toward the tagline, the "No. 1 Juice Drink" distinction was perceived to be synonymous with the word "the best." Thus, it created an image of superiority in the minds of the children and mothers with 5-12 year old kids.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG003790

Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Consumers--Attitudes; Consumer goods; Commercial products; Fruit juices; Mother and child

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