Marketability of probiotics in the Philippines

Date of Publication

3-2015

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization

Thesis Adviser

Jaime T. Cempron

Defense Panel Chair

Jose Marlon P. Pabiton

Defense Panel Member

Anthony Raymond Goquingco
Frances Jeanne L. Sarmiento

Abstract/Summary

This thesis described the attitudes of consumers on probiotics. Consumers are aware of probiotics. A regression analysis was used to show the results of marketing mix on consumer attitudes. The results showed that doctors, internet and news had an impact on consumer’s attitude on probiotics. A mean scores of 2.8 showed that consumers viewed that testimonial and anecdotal information alone on therapeutic effects of probiotics may constitute false and misleading advertisement. Also a mean score of 2.92 for doctors showed testimonial and anecdotal information alone on therapeutic effects of probiotics constitute false and misleading advertisement. In this study, 54% of respondent doctors do recommend the use of probiotics in their practice. The term label is not confined of the product label and also include matter that “supplements or explains” the attached label, even if it does not physically accompany the product.Third party literature constitutes labeling under the doctrine enunciated in Vitamin, 40 Cases and Sterling Vinegar. If it is labeling, under Kordel doctrine it is advertisements. If the labeling is under Vitamin, then Article 112 of RA 7394 applies. If the label is under 40 Cases, then Third Party Literature apply and Article 112 does not apply. If the label is under Sterling Vinegar, it would not constitute false and misleading advertising.

Abstract Format

html

Language

English

Accession Number

CDTG005917

Shelf Location

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

Keywords

Probiotics—Marketing

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Embargo Period

8-25-2023

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