APPROVAL SHEETThis research study entitles RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS OF THE SELECTED HOUSEHOLDS IN BARANGAY MACABLING CITY OF SANTA ROSA LAGUNA prepared and submitted by Bucio, Fevelyn D., De Borja, Jessica Lorraine D., Galasao, Mariel Danica M., Orzo, Ressie S. and Tambor, Mark Anthony P. in partial fulfillment of the requirement for the degree Bachelor of Business Administration Major in Marketing Management, has been examined and recommended for oral examination.

_____________________________Date: ___/___/___PROF. ANGELITA E. NOCONSubject Facilitator

Approved in partial fulfillment on the requirement for the degree Bachelor of Business Administration Major in Marketing Management by the oral examination committee on the 16th day of March 2015.

ii

_______________________________PROF. TERESITA Z. BAUTISTAMember

______________________________PROF. JULYNETH M. AUSTRIAMember

_________________________PROF. ARWIN P. NUCUMMember

__________________________________PROF. MADELINE G. CONCEPCIONMember

Accepted in partial fulfillment of the requirements for the degree in Bachelor of Business Administration Major in Marketing Management.

xiii

Date: ___/___/___CHARITO A. MONTEMAYOR Director

CERTIFICATE OF ORIGINALITY

The authors hereby declare that the contents of their submitted thesis is free from any material already published by another author nor does it contain statements lifted without due acknowledgement of the sources. They similarly attest the materials taken from other sources are properly quoted.Thus, expect those which have been duly acknowledged, recognized and quoted in the text, the content of this thesis has been authentically produced by the authors themselves though they may have received assistance from others on styles, presentation and language expression.

THE RESEARCHERS

ABSTRACT

Title:Relationship between Carbonated Drinks and Health Drinks to the Consumer Preference by the Selected Households of Barangay Macabling in the City of Santa Rosa Laguna

Total Number of Page:68Researchers:Bucio, Fevelyn D.De Borja, Jessica Lorraine D.Galasao, Mariel Danica M.Orzo, Ressie S.Tambor, Mark Anthony P.Course:Bachelor of Business Administration Major in Marketing ManagementResearch Adviser:Prof.Angelita E. NoconInstitution:Polytechnic University of the Philippines, Santa Rosa Campus Tiongco Subdivision, Brgy. TagapoType of Document:Undergraduate ThesisDate Defense:March 23, 2015

IntroductionThis study identified the relationship of carbonated drinks and health drinks to the consumer preference by the selected households of Barangay Macabling in the City of Santa Rosa, Laguna in terms of price, taste, and advertisement.

Statement of the ProblemThis study aims to determine the relationship between carbonated drinks and health drinks to the consumer preference by the selected households of Barangay Macabling in the City of Santa Rosa, Laguna.Specifically, the researchers intend to answer the following questions:1. Which of the two drinks the respondents preferred:1. Carbonated Drinks2. Health Drinks2. What product attributes do respondents consider in buying their preferred drinks in terms of:2.1Price2.2Taste2.3Advertisement3.Is there any significant relationship between the two different beverages and the product attributes the respondents consider in buying their preferred drinks?

HypothesisThere is no significant relationship between the two different beverages and the product attributes the respondents consider in buying their preferred drinks.Using the descriptive method of research, random sampling was used for selecting the respondents. The survey questionnaire is use as a research instrument. After the data have gathered, weighted mean was computed and interpreted through the use of Likert Scale. Then, Chi Square was used to determine whether the hypothesis will be accepted or rejected.

FindingsBased on the data gathered in this study, the following findings were drawn up:1. The study revealed that sixty six and ninety four hundredth percent (66.94%) of the respondents preferred to buy carbonated drinks; and thirty three and six hundredth percent (33.06%) preferred to buy health drinks.2.Product Attributes that affect the consumers preferences in buying their preferred drinks in terms of:a) Price. It was found out that respondent preferred carbonated drinks than health drinks in terms of price. b) Taste. It was discovered that respondents preferred health drinks than carbonated drinks in terms of taste.c) Advertisement. It was found out that carbonated drinks are preferred by the respondents than health drinks in terms of advertisement.To top it all, the first product attribute why respondents prefer to buy carbonated drinks was the price (4.07), followed closely by taste (4.06), then promotion (3.81), and the last factor they consider was the color (3.74).The first product attribute why respondents prefer to buy health drinks was the taste (4.07), next was the price (3.78), then the color (3.74), last factor they consider was promotion (3.72).3. There is no significant relationship between the two beverages and the product attributes that the respondents consider in buying their preferred drinks. This showed that the relationship between carbonated drinks and health drinks did not affect their consumer preference.ConclusionBased on the findings, the following were concluded:1. Preferred drinks by respondents were Carbonated Drinks than Health Drinks.2. Price was the product attribute considered by respondents in buying Carbonated Drinks; while Taste was a preferred product attribute for buying Health Drinks.3. There is no significant relationship between the Carbonated and Health Drinks.

RecommendationIn view of the findings and conclusions thereof, the following are recommended:1. The companies must concentrate on creating more awareness level for health drinks although it is quite familiar to consumers but not quite as popular as carbonated drinks.2. Companies should focus in improving and using appropriate marketing techniques in terms of price, taste and advertisement thereby increasing the demand for health drinks.3. For companies, this study is worthy to use to determine and to develop the possible new marketing strategies like the pricing strategy of the carbonated drinks and improving the taste of the health drinks.

ACKNOWLEDGEMENTFirst of all, they are grateful to the Almighty God for giving them the strength and knowledge to finish this research.They would like to express their deepest appreciation to their research adviser, Professor Angelita E. Nocon who patiently gave them advices, for guiding, imparting her knowledge and expertise, and helping them in order to make the research a well done achievement.To all their blockmates and friends, who are also busy doing their own research study but never forget to cheer them up and give them support that motivate them to continue and finish this research presentable.To their family, they would like to express their gratitude for understanding, patience and undying belief in them. Also, for financial support and for the encouragement which helped them in the completion of this research.They are highly indebted to Polytechnic University of Philippines Santa Rosa Campus for their guidance and constant supervision as well as helping every student to be able to become a responsible person in the future.Lastly, to all the respondents for all their honest and cooperative response to all the questions solicited in this research study. THE RESEARCHERS

DEDICATION

We would like to dedicate this research study to the Almighty God, to our beloved families and friends who have been the best cheerleaders, to Polytechnic University of the Philippines Santa Rosa Campus, to our blockmates, instructors and to our professor for this subject, Professor Angelita E. Nocon.We would also like to dedicate this research study to our fellow Marketing Management students; we knew that this research will serve as information to help them in the near future.

THE RESEARCHERS

TABLE OF CONTENTS

Title Page ... iApproval Sheet . iiCertificate of Originality . iiiAbstract ........ivAcknowledgement ixDedication xTable of Contents .....xiList of Tables .....xiiiList of Figures ....xiii

Chapter

IPROBLEM AND ITS BACKGROUNDIntroduction... 1Background of the Study .. 3Theoretical Framework .... 4Conceptual Framework .... 6Statement of the Problem ..... 7Hypothesis ............ 8Significance of the Study ..... 8Scope and Limitation ... 9Definition of Terms .... 10

IIREVIEWS ON RELATED LITERATURE AND STUDIESForeign Literature ... 12Local Literature .. 17Foreign Studies ... 14Local Studies .. 18Synthesis and Relevance to the Study .... 20

IIIRESEARCH METHODOLOGYResearch Design ......... 21Population and Sample Size.... 21Description of the Respondents ......... 22Instrumentation ...... 22Data Gathering Procedures .... 22Statistical Treatment of Data...... 23

IVPRESENTATION, ANALYSIS AND INTERPRETATIONOF DATAPresentation .... 25Analysis .. 25Interpretation of Data ......... 25.

VSUMMARY OF FINDINGS, CONCLUSION ANDRECOMMENDATIONSummary of Findings ..... 29Conclusions .... 30Recommendation ... 30

BIBLIOGRAPHY .... 31

APPENDICES... 35Sample Questionnaire .... 36Sample Computation ...... 41Curriculum Vitae .... 45Letters . 39

List of Tables

Table Page1 Product Attributes that Affect the Consumers Preferences in Buying Carbonated Drinks and Health Drinks with their General Weighted Mean.... 202Significant Relationship of the Product Attributes that Affect the Consumers Preference in Buying Carbonated Drinks and Health Drinks........................................................................ 213Chi Square ..... 29

List of Figures

Figure Page

1The Conceptual Framework ............... 7