DIVINASFLORES, ALEX JESSAFE LLOREN. Preference on Branded Apparel among Teenagers in Selected Schools of Bacoor. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University. April 2012. Thesis Adviser Ms. Menvyluz S. Macalalad.

This study was conducted to assess the teenagers’ preference for branded apparel. Specifically, the study was conducted to describe the demographic profile of the respondents; determine the preference of the responds in purchasing branded apparel; identify the factors that influence the preference of the respondents in purchasing branded apparel; and determine the problems encountered by the respondents in buying branded apparel products.

The study involved one hundred (100) teenagers, selected through the random sampling that served as respondents in the study. Respondents were from the five selected schools of Bacoor, Cavite namely; Bacoor National High School-Molino Annex, Bacoor National High School-Villa Maria, Marella Christianne Institute, Mother Theresa School and Saint John Fisher School. The number of respondents was divided proportionally. Descriptive method were used in the study, in order to identify and determined the preference of the consumer/teenagers on purchasing branded apparel. Statistical tools such as frequency count, percentage and ranking were employed in determining the preference of the consumers/teenagers in purchasing branded apparel.

Respondents ranged from the age 13 to 19 years old with an average of 16 years old. More of them where female (59%), while 82 percent are in their junior high.

Twenty nine percent of teenagers preferred Bench in terms of purchasing branded and 26 percent preferred Converse in terms of shoes. Teenagers preferred to mix and match t-shirt (74%), skinny jeans (66%) and rubber shoes 47%). Fifty two percent of the teenagers preferred formal attire.

Product attribute which has 3.75 general weighted mean was the number one factor that influenced teenagers in terms of purchasing branded shirt which comprise of image, price, quality and package of the item. Teenagers’ preferred fashion trends as the number one factor that influenced them in purchasing branded jeans, which has 3.86 general weighted mean. At the same time teenagers also preferred fashion trends in purchasing branded shoes which has 3.91 general weighted mean.

Most of the teenagers encountered problem on the quality of the item. Furthermore teenagers’ encountered other problems such as uniqueness of the designs, availability of the product, limited edition of style, variety of choices, out of fashion and numerous number of brands to choose from.
 

Undergraduate thesis.

xi, 38p.; 28cm. 

Includes references and appendices.