International Journal of Marketing and Digital Creative最新文献

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Kotler’s Decision-Making Model as a Predictor of the Consumer Buying Behavior of Young Professionals in the Philippines 预测菲律宾年轻专业人士消费者购买行为的科特勒决策模型

International Journal of Marketing and Digital Creative Pub Date : 2024-04-02 DOI: 10.31098/ijmadic.v2i1.2257

Jefferson Marcelo, Markdolf C. Maliwat, Ivan Dean S. Salacata

{"title":"Kotler’s Decision-Making Model as a Predictor of the Consumer Buying Behavior of Young Professionals in the Philippines","authors":"Jefferson Marcelo, Markdolf C. Maliwat, Ivan Dean S. Salacata","doi":"10.31098/ijmadic.v2i1.2257","DOIUrl":"https://doi.org/10.31098/ijmadic.v2i1.2257","url":null,"abstract":"The first stage in creating effective marketing strategies is to analyze consumer behavior in the market with regard to needs, attitudes, or behaviors as well as the influence of the environment. The researchers conducted this study to determine Kotler's decision-making model as a Predictor of Consumer Food Buying Behavior. This research aims to determine the perception of the respondents on how they purchase items in terms of the Kotler's Decision-Making Model and how the consumer evaluates the purchase of food items through their behavior. To determine the relationship between the consumer's behaviors based on Kotler's Decision-Making Model, the researchers used a descriptive design to gather quantifiable data for factual examination of the population sample. The respondents of this study are young professionals working and purchasing food items and living at the three (3) chosen barangay such as Barangay Poblacion, Guadalupe Viejo, and Guadalupe Nuevo. The total population of the study was 100 respondents. The researchers formulate a survey questionnaire through google forms for the data gathering procedure. This research shows a significant relationship between the customer behaviors during the journey and consumer buying behavior using Kotler's Decision-Making model. It shows only that attitude, norms, and intention play a significant role when a consumer decides whether to purchase or not the items. Culture, demand, and willingness to engage or buy the product are vital in the decision-making process. Finally, based on the study's findings, business strategies have been proposed that can be utilized by the business owners and marketing strategist for their business or companies employed.","PeriodicalId":487573,"journal":{"name":"International Journal of Marketing and Digital Creative","volume":"214 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140751732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Dolomite Beach as a Tourist Attraction in Manila as Perceived by Local Residents: Basis for Tourism Promotion 当地居民眼中的马尼拉旅游景点多洛米蒂海滩：旅游推广的基础

International Journal of Marketing and Digital Creative Pub Date : 2024-04-02 DOI: 10.31098/ijmadic.v2i1.2243

Andrea Michlei P. Perez, Raina Jonice B. Reynoso, Sean Pierce T. Salangsang, Bianca Karyl B. Tañaquin, Pia Angela P. Valenzona, Rovena I. Dellova

{"title":"Dolomite Beach as a Tourist Attraction in Manila as Perceived by Local Residents: Basis for Tourism Promotion","authors":"Andrea Michlei P. Perez, Raina Jonice B. Reynoso, Sean Pierce T. Salangsang, Bianca Karyl B. Tañaquin, Pia Angela P. Valenzona, Rovena I. Dellova","doi":"10.31098/ijmadic.v2i1.2243","DOIUrl":"https://doi.org/10.31098/ijmadic.v2i1.2243","url":null,"abstract":"Dolomite Beach, also known as Manila’s first man-made beach, is a fake sand beach formed through the process of nourishment on Manila Bay in Manila, Philippines. This is a new addition to Manila’s tourism industry. This study aims to make Dolomite Beach an effective tourist hotspot for Manila by increasing its significance and positioning it as a top attraction. It adopts a quantitative approach using Frequency Distributions, Weighted Means, and Standard Deviations through a descriptive study with 383 participants. \u0000Moreover, local residents had a high perception of Dolomite Beach as a tourist destination. The survey results show that, despite some initial controversy surrounding its construction, the majority of respondents favored of turning Dolomite Beach into a tourist attraction. The respondents felt excited when it was featured among the things to do in Manila for tourists. Many respondents expressed support for the establishment of an artificial white sandy beach in the city and looked forward to increased local and international tourism while providing more job opportunities for people who live in Manila. \u0000The benefits are many, not only for the residents of Manila but also for the overall community. The proactive involvement of residents, who are important players in the tourism industry, drives tourism growth. Therefore, this study shows that Dolomite Beach can be one of Manila’s leading tourist attractions.","PeriodicalId":487573,"journal":{"name":"International Journal of Marketing and Digital Creative","volume":"22 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140754013","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0