Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Entrepreneurial and Small Business Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Leonardo Garcia, Jr.

Defense Panel Member

Luisa Chua
Luz T. Suplico
Lucas Santiago

Abstract/Summary

This study aims to understand the different factors that affect the new product listing decisions of sari-sari stores using the Theory of Planned Behavior (TPB) as conceptual framework. The Theory of Planned Behavior (TPB) states that there are two factors that can affect a persons decisions intention and perceived behavioral control. It also states that attitude, subjective norms and perceived behavioral control are the predictors of intention.

The study population consisted of 400 sari-sari stores, which were selected at random from sari-sari stores that operate in Luzon. The minimum criterion for selection is that the store should have been in existence for at least one (1) year. A questionnaire was administered to collect primary data and the Kendall's Tau and Spearman's Rho were used as statistical tools.

Results of the study showed that only intention has an effect on new product purchase decisions. Perceived behavioral control had no correlation with new product purchase decisions. Furthermore, in so far as intention is concerned, only subjective norm or the pressure coming from customers to list a new product, and perceived behavioral control or the sari-sari store owners ability to list a new product influence the store owners listing decisions. The sari-sari store owners own attitude about a new product does not affect his decision to list a new product.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004129

Shelf Location

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

Physical Description

87 leaves, 28 cm. ; Typescript

Keywords

Variety stores; Retail stores; Small business; Entrepreneurship

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