Factors that attract Filipinos to join multilevel marketing companies

Date of Publication

2006

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jaime S. Ong

Defense Panel Chair

Leonardo Garcia, Jr.

Defense Panel Member

Mary Julie B. Tañada
Maglutac

Abstract/Summary

The number of people joining multilevel marketing companies has made an impact on how products and services are distributed in our country because these people are the ones selling the products and recruiting prospect members to join MLM companies. Studying the factors that affect the perception of Filipinos to join or not join MLM companies can lead to insights on how MLM companies can improve what they offer to the market. To determine the factors, this study utilized Scotts Rational Choice Theory to theorize that actions and decisions are basically rational in character and people calculates the different costs and benefits of any action before making a decision. The relationship of costs and benefits were evaluated using Kotler's Determinants of customer added value.

This study provides a unique contribution to MLM industry because it specifically defines what factors affect the decision to join or not join MLM companies among the 3 membership status in the MLM industry (former members, current members, and non-members).

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004066

Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Multilevel marketing--Philippines

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