An action research in Signs and Wonders' product development for the M 24/7 brand

Date of Publication

2018

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Frances Jeanne L. Sarmiento

Defense Panel Chair

Maria Victoria P. Tibon

Defense Panel Member

Patrick Adriel H. Aure
Ma. C. P. Assumpta C. Marasigan
Maria Victoria P. Tibon
Brian C. Gozun

Abstract/Summary

As globalization and modernization advances rapidly, the tradition of faith and religion are slowly being left behind and disregarded in the present time. Thus, a call for New Evangelization has been made to bring people closer to God. A movement started by Blessed John Paul II, the Catholic Church passes on to its members to share Gods love. This action research for M24/7, a new brand developed by Signs and Wonders, a Catholic store under CFC-FFL, aims to fulfill this mission by reaching out to non-community Catholics. I, as an action researcher, collaborated with my co-consultants and improved the product development process needed for the new brand. Using the market research process model in Cycle 1, we conducted a survey in order to gain information about the markets purchasing behavior and insight towards sharing the Catholic faith through usable or wearable items. In Cycle 2, the survey results were applied in the development of a new product concept as part of the Basic New Product Planning Process. Positive feedbacks were received however, revisions in the presented deck are agreed upon concept evaluation.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007554

Shelf Location

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

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

New products; Marketing research; Retail trade

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