Theme

Social Sciences and Business

Effects of Nutritional Marketing to CALABARZON Private Senior High School Students’ Buying Attitude toward K19ookies

Authors

Ivan Joe Vincent V. Brosoto, De La Salle Lipa, Lipa CityFollow
Katrina A. Laboriante, De La Salle Lipa, Lipa CityFollow
Frank Ivan Cedric V. Coronacion, De La Salle Lipa, Lipa CityFollow
Krisitn Elisha L. Tobias, De La Salle Lipa, Lipa CityFollow
Jean A. Mendoza, De La Salle Lipa, Lipa CityFollow

Research Advisor

Jean A. Mendoza

Abstract

This study evaluated the effects of nutritional marketing of UniTreats Co.'s K₁₉ookies on the buying attitude of its target market, the Senior High School (SHS) students. Moreover, this study sought to gather precise and relevant data on both variables and further define and understand them. This is to weigh positive and negative outcomes of the said variables and develop more or divert from nutritional marketing strategies in the future. As a mixed-method research study, self-administered questionnaires and one-on-one interviews were used to gather data from the respondents. Thirty (30) SHS students participated in answering the questionnaires provided by the researchers. On the other hand, ten (10) interviewees were engaged in one-on-one interviews held by the researchers. Further, the study revealed that the average respondent has a “Middle-level of awareness,” indicating that they are aware of the several forms of nutritional marketing by K₁₉ookies. In the context of the students’ buying attitude toward K₁₉ookies., the study revealed that the average respondent has “Medium Involvement.” Finally, the researchers have concluded that nutritional marketing significantly affects the buying attitude of SHS students toward K₁₉ookies.

Recommended Citation

Brosoto, Ivan Joe Vincent V.; Laboriante, Katrina A.; Coronacion, Frank Ivan Cedric V.; Tobias, Krisitn Elisha L.; and Mendoza, Jean A. (2022) "Effects of Nutritional Marketing to CALABARZON Private Senior High School Students’ Buying Attitude toward K19ookies," Sinaya: A Philippine Journal for Senior High School Teachers and Students: Vol. 1: Iss. 3, Article 4.
DOI: https://doi.org/10.59588/3027-9283.1051
Available at: https://animorepository.dlsu.edu.ph/sinaya/vol1/iss3/4