Consumers' attitude towards viral marketing on Ramen Kuroda Restaurant in Parañaque City
Type
Thesis
Authors
Category
Business Management
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Publication Year
2019
Abstract
CONSUMERS’ ATTITUDE TOWARDS VIRAL MARKETING ON RAMEN KURODA RESTAURANT IN PARAÑAQUE CITY
CAPELLAN, VALERIA A.; MAGISTRADO, MA. CLARICE O.; SANTOS, JOANNA MAE P. Consumers’ Attitude Towards Viral Marketing on Ramen Kuroda Restaurant in Parañaque City. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Janice A. Nealega.
The study attempted to investigate the attitude of consumers towards viral marketing on Ramen Kuroda Restaurant in Parañaque City. The purpose of the study was to identify and examine whether informativeness, entertainment and source of credibility would affect consumers’ attitude towards viral marketing on Ramen Kuroda Restaurant in Parañaque City. The study also identified the level of effectiveness of viral marketing factors and whether the consumers’ attitude towards viral marketing on Ramen Kuroda Restaurant would affect the consumer purchase intention and if there is a significant relationship between consumers’ attitude and viral marketing. There were a total of 138 sets of questionnaire being distributed to consumers in Ramen Kuroda Restaurant located in BF homes, Parañaque City.
The study findings what in terms of viral marketing factors, informativeness and entertainment were highly effective while source of credibility was effective. The study findings that the relationship between consumers’ attitude and viral marketing in terms of behavioral intention had a significant in informativeness, entertainment and source of credibility. While the relationship between consumers’ attitude and viral marketing in terms of feelings had a significant in informativeness and source of credibility and there was no significant relationship in entertainment.
CAPELLAN, VALERIA A.; MAGISTRADO, MA. CLARICE O.; SANTOS, JOANNA MAE P. Consumers’ Attitude Towards Viral Marketing on Ramen Kuroda Restaurant in Parañaque City. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Janice A. Nealega.
The study attempted to investigate the attitude of consumers towards viral marketing on Ramen Kuroda Restaurant in Parañaque City. The purpose of the study was to identify and examine whether informativeness, entertainment and source of credibility would affect consumers’ attitude towards viral marketing on Ramen Kuroda Restaurant in Parañaque City. The study also identified the level of effectiveness of viral marketing factors and whether the consumers’ attitude towards viral marketing on Ramen Kuroda Restaurant would affect the consumer purchase intention and if there is a significant relationship between consumers’ attitude and viral marketing. There were a total of 138 sets of questionnaire being distributed to consumers in Ramen Kuroda Restaurant located in BF homes, Parañaque City.
The study findings what in terms of viral marketing factors, informativeness and entertainment were highly effective while source of credibility was effective. The study findings that the relationship between consumers’ attitude and viral marketing in terms of behavioral intention had a significant in informativeness, entertainment and source of credibility. While the relationship between consumers’ attitude and viral marketing in terms of feelings had a significant in informativeness and source of credibility and there was no significant relationship in entertainment.
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