THE PROBLEM AND ITS SETTING
Young people of today’s generation or the “millennials”, the term used for people born during 1977-1994 and are in the age range of 23-40as of 2017, are not only technology oriented but also food enthusiast especially when it comes to desserts and snacks. Millennials take ice cream occasionally not only as a dessert but also as stress reliever. Ice cream goes with everything and it is not only great by itself, but also, with variety of treats. As there are wide variety of ice cream companies that sells quality and fine ice creams, there are also consumers that are confused on which brand they are going to purchase. Ice cream companies produce different flavors, make, and hire famous celebrity endorsers to advertise their products. Knowing what influences the buying decision of millennials is very important for companies. Sales in the company may increase when a productcatches the attention of attention of the consumers, especially the millennials. Also, it would affect the stock market of the companies.
Unilever RFM Ice Cream led ice cream and frozen desserts (2015), with a value share of 51% and is expected to increase its sales share slightly to 52% in 2016 and sustain its lead over competitors. Unilever RFM derives sales share from single portion dairy ice cream, single portion water ice cream and bulk dairy ice cream. However, the company is strongest within bulk dairy ice cream, where it ranks first. Selecta’s Cornetto is the company’s biggest brand within impulse ice cream and is also the leader in single portion dairy ice cream. Instrumental to the company’s success is the constant launch of new flavors, continuous promotions through various media channels and extensive distribution. Although the company offers brands such as Selecta 3in1+1, which is targeted towards mass market consumers, it also offers high end ones such as Selecta Magnum. Unilever’s wide product portfolio enables it to serve a wide income group. Consequently, the company also recorded the biggest increase in value sales in 2015 (10%) and is expected to outpace other players in 2016, with projected value growth of 9%.
Centralization of profit from ice cream vending was not developed until William J. Schober arrived in the Philippines in 1899 as a cook in the volunteer army and introduced the famous “magnolia pie”, “magnolia ice-cream” and “ice-drop” which took the Philippines by storm. He sold out his interests to San Miguel Brewery Company, which made San Miguel the sole distributor of Magnolia dairy products in 1925. The San Miguel Brewery Company was the first private business enterprise to exploit the demand for tonsil coolers on a large scale. They introduced the ice cream booth, not an innovation but rather an improvement on the older “aguahelada” or lemonade stands. Magnolia dairy products were peddled on the streets in small push carts. When this large-scale commercialization of ice cream took place, only a few of the old time independent “sorbeteros” still clung to the business.
The purpose of this study is to know what millennials would think in selecting their desired ice cream brand and find out what would help improve the influencing skills and motivational factors that might help the buying decisions of millennials.
Statement of the Problem
This research attempts to find out the buying decision of Millennials in selecting an ice cream brand. This study sought answers to the following research questions:
1. How will celebrities, social media and advertisement of the ice cream brand affect the buying decision of the millennials?
2.What will be the outcome if the ice cream brand is introduced to millennials through commercials and advertisement?
3.What do millennials consider in buying their ice cream brand?
4.Which catches the millennials’ attention most? Price or Brand Image?
5.Where do the millennials usually prefer to buy ice cream?
The Theory of Generations (2014), developed by Dr. Karl Mannheim’s the absence of a cycle creates a less structured theory that compliments the Strauss-Howe Generational Theory to create a full explanation of the Millennial Generation. Mannheim also acknowledges that generations influence and are influenced by those who preceded them, but he simultaneously believes that social change occurs at a much slower pace. Mannheim’s theory can be summarized by the idea that “people resemble their times more than they resemble their parents”.
Social Cognitive Theory (1960) also called social learning was developed by Albert Bandura. It states that, “Humans learns behaviors by others performing those behaviors and imitating them”. In order to properly learn from the media a person must be exposed to the media especially in television then be able to encode and remember the event. And lastly be able to translate their perception of the media into an appropriate response.
Cultural Theory of Buying Behavior: Cultural influences can affect the buying behavior of the individual. A person’s culture is his set of values and beliefs learned in the context of a community. These values and beliefs lead to certain buying behaviors. Your social class based on your occupation, income and education can influence buying behavior as can your membership in a group such as family and friends at work or at school. Often, there is an opinion leader in the group who has influence over the buying behavior of others because of specialized knowledge of sheer force of personality. In the blog of Sharon Penn (2017).
Environmental Theory of Buying Behavior: The same buyer can exhibit different buying behavior based upon the situation. For example, you may love to eat peanuts as a snack, but you would not consider buying them when you are trying to impress a new friend. Normally, you might compare prices in the supermarket when purchasing juice or
water, but after a long day at the office you might just grab the first bottle you see at a convenience store at a higher price.
Theory of Influence developed by Robert Cialdini (2013). The six principles of influence are: Reciprocity: When someone gives us something, we feel obligated to provide something in return, Consistency: When we say we’ll do something or identify a certain way, we’re prone to continue doing so in the future, Social Proof: If we witness a crowd behaving in a specific manner, we tend to follow suit, Liking: When we enjoy the presence or personality of an individual, we feel good about complying with their requests, Authority: We’re more likely to take instructions or oblige with the requests of individuals we perceive as established or authoritative, Scarcity: The more fleeting or rare something is, the more we want it.
This represents the specific concepts which are called constructs. This framework used concepts which are assumed to be true but remain to be proven.
Figure 1. Business Model
The figure shows Millennials have influential tools before making decisions on how they select ice cream brand. These tools are the following: Product, Price, Promotion, Place, and People. These tools have the power to easily communicate or to catch millennials’ attention. Influential tools are the basis for making their buying decision on selecting an ice cream brand. The millennials today are very attached in different aspects, through these influencers, buying decision of the millennial affect their decision on which brand of Ice cream they will select.
Scope and Limitation of the Study
This research study is concentrated only on the Buying Decision of Millennials, such in the selection of an Ice Cream brand.
The target respondents of this study are limited only to the (39) millennials of Third year marketing students of Polytechnic University of the Philippines in Santa Rosa, Laguna. Out of schoolmillennials are excluded in this study.
Significance of the Study
The study is focused on explaining the Buying Decision of millennials in selecting ice cream brand. Moreover, the results of this study would be beneficial to the following:
Government.The government will benefitbecause the government provides public places, public assistance and many benefits. Of course, all people paid what government provided, people paid taxes, not just individual but also small businesses, international businesses and corporations.
Sellers.will benefit from this study. This would help them to know how millennials make their buying decision and those things that satisfy millennials’ taste or preferences. Once they read this study they would get an idea or strategy a method for how they as seller influence millennials to buy their product. This would help them to have a unique advertisement and promotions.
Celebrities. Being well known is their advantage. They would easily influence the customer especially the millennials. Celebrities influence Generation Y through their attitudes when it comes on or off camera.
Millennials.They will benefit from this study byraising awareness about their buying decisions. Some millennials immediately decide according to their wants and demands. Even though it’s not part of their budget if they see their favorite celebrities endorsing new products such as ice cream, they instantly arbitrate to buy it.
Future Researchers. This would be their preparation to the business world. The knowledge of the researchers will get broader as they discover the different prospective of customer when it comes to trends.
REVIEW OF LITERATURE AND STUDIES
Circumstances that influence Consumer Behavior
Consumer behavior is the study of individuals, groups, or organization how they select, use, buy, and dispose ideas, goods and services to satisfy their needs and wants. Consumer behavior is defined as a field of study that focuses on consumer activities including consumption analysis on why and how people use products as stated by Blackwell (2013) from his book “Consumer Behavior 10th Edition Mason”. From the book “Marketing Management” Decision-making processes consumer use when making purchase vary stated by Reyes (2012). Like what Samac (2013) said from the book “Philippine Fact Book”. The consumers select varying ways to meet their needs sometimes because of differences in perceptions, how we gather and interpret information from the world around us, many factors affect the perceptions of the consumers towards food. Some are visual perceptions odor detection, taste stimuli and tactile sensation. People may have their own reason about choosing their food. “. Based on the findings, majority of the respondents were females and mothers who make the budget and purchase the necessities of the family married respondents constituted the highest percentage of the respondents, which meant that most of the respondents shop in the supermarket for family consumption. Respondents who worked in the government section had permanent or regular status, meaning they have stable jobs even if they are low earners, they patronize supermarket in the area due to the fact that supermarket offers a wide variety of food products. Respondents revealed that quality and price were very important attributes of products they considered in buying in the supermarket stated by Nalasco (2012) from the study titled “The Buying Behavior of Consumer: First Step in determining the marketing opportunities of supermarket in Tagaytay City”. According to Krishnan’s (2012) from Imperial Journal “Consumer Behavior in the Philippines”. Understanding the consumer attitudes and behavior is one of the key factors for an organization to successfully tap the business opportunities in the Philippines. The marketing manager and advertisers need to know and consider these changes while developing their promotional plans and media mixes. Like what Castillo’s (2013) said in the journal “Consumer Buying Behavior: The Filipino Style”. The study of consumer behavior helps business and organizations to improve their current marketing strategies by applying new and unique selling propositions.
Influencers Role to Consumer Decision
Consumers have different roles in purchasing products and services, and these roles can influence their buying decision. Influencers are people who have a relatively large audience in which to their beliefs in the consumer world, influencers can impact the success or failure of a product by using it or shunning it as reported by Lumen Boundless Marketing. According to K.V., D.G (2012) the celebrity endorsement has a positive impact on costumers. The purpose of the study was to find out the influence of the celebrity endorsement on customer buying behavior. The researcher explained that celebrity endorsement is a technique to attract greater attention of audience. In purchasing decision and consumption activities are including brand-influencers and opinion leaders stated by Abangons (2014) from the book of “Consumer behavior”. Great attention is given to marketing and costumer service to retain current costumers by increasing their customer loyalty. While marketing is a process by which companies create value for customers and build strong customer relationship to capture value from customer in return as stated by Kotler (2012) from his book principles of marketing.
Technology as a Form of Advertisement: Social Media
Trends in advertising can be encapsulated by referring to these main areas: television commercials, grazing digital compression, technology, video on demand. Major market trends are events or patterns that are changing in the marketplace. From the book Strategic Marketing Management developed by Moutinho (2013). And Buhl (2015) he stated that the usage of social media platforms has become nearly universal. Almost 90% of the US Digital media population visited social media networks in May 2015. As a response, marketers around the globe have identified the social media as the next big platform in reaching consumers. While the Wave 7 (2014) in the balikbayan magazine “Philippines lead the world social media engagement”. In fact, modern marketing now is not just targeting the computer user but also smartphone or android user. Three out of ten Filipinos access the web solely through smartphones. This article reveals that 82 percent are attracted to promos or sales and 84 percent of those exposed to ads are likely to search further for brands.
Cultural Factors that Influences Consumer Buying Behavior
Cultural is relating to the ideas, customs, and social behavior of a society. Every group or society has a culture and cultural influences on buying behavior in which may vary greatly from place to place. Culture is that complex whole, which includes knowledge, belief, art, law, morals, customs and another capabilities and habits acquired by humans as members of society as stated by Zanna (2013) from his book “Evaluation of Socio-Cultural Factors Influencing Consumer Buying” like what Durmaz (2014) said He mentioned that Cultural factors have a significant impact on customer behavior. Cultural factors, cultures, subculture and social class to be examined; Culture is the essential character of a society that distinguishes it from other cultural groups.influence of culture on consumer behavior. It is revealed that there is a powerful and consistent influencer of culture at both ethnicity level and the individual level as deliver by Kacea (2012)
Strategies and Decision Making in Buying a Product
All people make their personal decisions on whether to buy a book or not, or to put up a business or not. Clearly, good or bad results of their decisions are the product of how they made the decisions. Not a few individuals are reluctant to make decisions due to fear failure. Many make decisions based on feelings or practical judgement in line with Lorenzana (2012) from the book Management: Theory and practice. As same as Fajardo (2013) he mentioned in the book “Management”. The decision making in the conscious act of choosing from among a number of options of courses of action. A decision always has several components a desire for a better state of affairs. A manager who wishes to change the present state of affairs and who has the needed abilities and resources to effect the change.
Celebrity as a form of Advertisement
Advertising is the art of convincing people to spend money they don’t have for something they don’t need said by Will Rogers. In 2012, Anjum, Dhania, &Nagra stated in the study of Impact of celebrity endorsed advertisements on consumers, was based on finding the impact of celebrity endorsed advertisement on consumers and on Sales. According to the study celebrity endorsed advertisements have high degree of deliverance and sense of appeal than those delivered by non-celebrities. The study was based on both primary and secondary data, it has proved that celebrity endorsed advertisements are reliable and memorable to recall brand. Also, the same in the study of Influence of Celebrity Endorsement on Consumer Purchase Decision by Nelson and Gloria (2012). The study says that right choice should be taken to select celebrities for endorsing a brand, because celebrity endorsement can positively or negatively affect the image and productivity of an organization. Celebrity Endorsement was the marketing tool of every organization. Exactly in 2012 by Ogunsiji in his study of The Impact of Celebrity Endorsement on Strategic Brand Management. Stated that celebrity endorsement is a marketing tool that create a point of differentiation among the different brands and also niche in the market. They effectively utilize all elements in the communication and deliver the brand message reach to the target market successfully. Celebrity Endorsement has a positive visibility to the product endorsed, and Celebrities are the easiest way to appeal the customers.
Synthesis of the Reviewed Literature and Studies
The studies and literatures that the researchers provided are helpful to accomplished the study. The Literature and study both foreign and local the researchers gathered is somehow connected to each other.
Consumer behavior is the study of individuals, groups, or organization how they select, use, buy, and dispose ideas, goods and services to satisfy their needs and wants stated by Blackwell (2013). Decision-making processes consumer use when making purchase vary, the consumers select varying ways to meet their needs sometimes because of differences in perceptions according to Reyes (2012) and Samac (2013). And the other former authors have same impression in the theme circumstances that influence consumer behavior. Great attention is given to marketing and costumer service to retain current costumers by increasing their customer loyalty according to Kotler (2012). It is one of the influencers role to consumer decision. And Buhl (2015) he stated that the usage of social media platforms has become nearly universal, this is when it comes to technology. This study have also about culture. Zanna (2013) said that Culture is that complex whole, which includes knowledge, belief, art, law, morals, customs and another capabilities and habits acquired by humans as members of society. Many make decisions based on feelings or practical judgement in line with Lorenzana (2012), it is about how a consumer think a decision based on the judgement. When a consumer think a decision they also based on the celebrity who endorse the product. In the year 2012 by Ogunsiji in his study of The Impact of Celebrity Endorsement on Strategic Brand Management. Stated that celebrity endorsement is a marketing tool that create a point of differentiation among the different brands and also niche in the market.
All companies give their extra effort to get the celebrity that they have chosen to enjoy their products. The purchase attitude of millennials is influenced by the celebrity endorsement factors as well as quality and price. Endorsement is a way of brand communication to consumers through which the brand transfers their personality and status in the society. All consumers make their decisions based on feelings or practical judgement whether the outcome result is good or bad. As people are growing, their perceptions, preferences and taste changes from time to time. So, we must know first the factors that attracts millennials taste or preferences and adapt as marketing strategies. The usage of social media has become universal, different countries and especially millennials were actively using Facebook, YouTube, Instagram, Twitter and blogs to have information in different aspects.
This chapter discusses the methodological procedures that have been chosen to be used throughout the study. It explained how the instruments used for data collection were assembled. It also showed the research design, tradition of inquiry and data generation method, and sources of data.
The qualitative research is a research approach that intends to penetrate into the deeper significance of the study. It involves interpretative, naturalistic approach to its subject matter. It is not based on precise measurements and qualitative claims, social analysis is frequently qualitative because the understanding of the phenomenon under study does not need precise measurement. Descriptive type of research is used to seek and describe issues related to the future demands of a particular product.
According to Cynthia Joy (2014) Descriptive research describes what is. It involves the description, recording, analysis, and interpretation of the present nature, composition or processes of phenomenon. Descriptive research, is used to describe characteristics of a population or phenomenon being studied.
The researchers interviewed a total of 39 respondents and used the interview guide as their instruments in collecting the respondent’s perception towards to buying decision of millennial in selecting an ice cream brand. The researchers analyzed the data gathered that would lead to a better answer or understanding.
Tradition of Inquiry and Data Generation Method
The researchers prepared some questions and conducted a survey to the Millennial Marketing students of Polytechnic University of the Philippines. The researcher gathered information by interviewing the respondents, where researcher would get more accurate answers since clarification can be made. After gathering enough data, they analyzed and interpreted the results.
Sources of Data
The primary data of the study is the interview guide for the target respondents. The secondary data of the study are magazines from the Asean journal, books developed by Kotler, Blackwell, Reyes, thesis from University of Women, Pamantasan ng Cabuyao, Polytechnic University of the Philippines Santa Rosa and Sta. Mesa Campus. The researchers also used internet for other sources of data.
The instrument used by the researcher was an interview guide for the participants. Interview Guides were prepared before conducting the survey. To be more informative, the researcher defined the characteristics of the participants. In conducting the survey, the researcher prepared an organized list of the participants. Another set of instruments that were used in the survey contained questions that are unstructured and covered the areas to be asked. Using unstructured questionnaires or open-ended questions are more expected in returns. Unstructured interviews flow like an everyday conversation and tend to be more informal. The researchers used books, journals, thesis, dissertation, magazines and internet as a guide.
. The researchers created figures to summarize answers of the respondents. To summarize the answers well, the researchers explained the three paragraphs. The first paragraph contained the result of the questions answered by the millennials. The second paragraph is the explanation of the millennials to their answer in paragraph one. The third paragraph is the theories that support to the results of this study.
The Researchers gave an honest result and avoided fabrication or falsifying of results. Researchers’ pursuit of knowledge and truth is the goal of research. The researchers guaranteed all humans subject are chosen to participate of their own free will. They have been fully informed about the research studies. No harm was done to the participants physically and emotionally.
The Researchers’ respondents passed through a short briefing before researchers’ interview started. The researchers respected the respondents request in hiding their real identities. It is their human right to want the privacy. The participants have been granted autonomy to answer the questions.
RESULTS AND DISCUSSION
The researchers conducted an interview through the used interview guide to the participants to determine the answers would lead on factors.
Figure 2: Reasons on Consuming Ice Cream
The figure 2 shows that 99% agreed that they eat ice cream. It is obvious that most of the people eat ice cream and satisfy their wants. Moreover, for the people that were interviewed it is a food that relieves their stress and it can boost their energy.
Based on the interview, respondents eat ice cream because it’s delicious. Many people like sweet food as their comfort food. It can change the mood when respondents consumed ice cream. Respondents stated that they are picky in the selection of an ice cream brand.
Koga (2016), a professor at Tokyo’s Kyorin University, claims that eating ice-cold food immediately after waking up shocks the brain into an active state, increasing alertness and mental capacity. According to Excite, Koga found that people who ate ice cream had faster response times and more brainwave activity than those who had more normal breakfasts. This, apparently, is evidence for ice cream’s brain-boosting powers.
Figure 3: Basis on Consuming Ice Cream
Based on the figure 3, 22 out of 39 respondents disagreed that the celebrities influenced their buying decision. The respondents said that they purchase ice cream because it is their comfort food, and not because of the endorser. The consumers are not influenced when it comes to their own buying decision.
The basis of the respondents when consuming an ice cream is theirown preferences.The celebrities who is endorsing an brand. Some of them do not agree so much because they think the reality versus expectation
According to Sokolovska (2016) aTaiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities – regardless of whether they are actual fans or not. The human brain recognizes celebrities similarly to how it recognizes people we actually know. The effect is that, if consumers happen to be fans, they place a higher value on products that celebrities are endorsing – it is as if they are receiving advice from a valued friend.
Figure 4: Effects of Online Marketing
Figure 4 stated that respondents do not give attention in online marketing or advertising in purchasing a product because they have their own decision if will they buy it or not. The respondents are more after the taste and not online or advertisement, and most of the advertisement are not good sometimes its fake or it is not good in real life.
Some of the respondents agreed thatan advertisement is good and mostly to the type of their strategy. Online advertisements are sometimes catchy and gives many choices to the consumers.
According to Duermyer (2015)he said in the grand scheme, Internet marketing are promotional strategies and tactics you use online to reach your home business’ target market. While at one time, a business could choose to be online or not as part of its marketingstrategy, but today, most consumers search for business resources, get referrals, and seek reviews online before buying or hiring a business, and as a result, all businesses should have an online presence as part of its marketing mix. Internet marketing is effective and very affordable, and as a result, it should be part of your business plan and your marketing strategy.
Figure 5: Affection of Brand Advertisment
Based on the figure 5, majority of the respondents said yes to the brand advertising. The reason is if the brand has good quality, consumers will patronize the product over others.
The affection of brand advertisement is really good. By introducing the brand of ice cream through advertisement, the respondents would easy to know about the product. And the respondents can check the quality and background of the brand.
According to Lindblad (2015) Effective advertising is engaging and memorable. It compels the consumer to take a step toward buying the product or service being advertised. The next step may involve visiting a website or going to a store. Brand-based advertising is more nuanced. It influences the way a consumer perceives the brand being advertised.
Figure 6: Ice Cream compared to Sweet Foods
Figure 6 stated that the respondents liked Ice cream more than other sweet treats, because there is no right or wrong flavor in ice cream. Some of the respondents said that ice cream can relieve their stress.
Ice Cream is priceless to anyone. It is easily found anywhere. It is a great stress reliever to the consumers.Can treat yourself a relaxing feeling when you bought a simple scoop of ice cream.
According to My/Mo Mochi Blog (2016) there are nine reasons why everyone loves ice cream. First, there is endless amounts of flavors. Ice cream is good during every season. You Don’t Have to Fuss Over What to Eat for Dessert, Ice Cream Makes Your Sadness Go Away, You Can Eat Ice Cream Anywhere, Ice Cream Lasts a Long Time, You Can Make Ice Cream at Home, Ice Cream Goes with Everything and Ice Cream Soothes Sore Throats.
Figure 7: Advantages using Commercial Advertisements
Figure 7 stated that the most of the respondents said that Ice cream products are introduced to them through commercials on television and online marketing. They are also influenced by word of mouth advertisement from their family and friends. Respondents said that they knew ice cream first through dirty ice cream which is sorbetes.
Having Television commercial of a company or a brand is very powerful. It has the advantage to reach broader customers to know their product. Television is a perfect medium for introducing a new product. In addition, online marketing has wider range to market products. Today, almost everyone has television and online accounts, so that most of the company taking advantage to that.
According to the article of Christopher John which is Entrepreneur: Boost Sales with A TV Commercial: The Importance of Commercial advertising. TV commercials offer marketers a bigger bang, although sometimes in exchange for a bigger buck. Still, commercials do offer unique, effective advantages that continue to make using the medium an attractive option as part of overall marketing plans. The proliferation of televisions in households allows TV advertising to reach a much broader market base than either newspapers or radio advertising. Tv commercials allowing prospective customers the comfort of having to do nothing more than already be tuned into their sets when your commercial airs.
Figure 8: Impact of Having Televisions
Based on the figure 8, most of the respondents answered that they see Ice cream advertisements on Television. They see ice cream advertisement everywhere like billboards, public places and social media.
All of the people nowadays have their own television in their house and workplace. Television has held the title of the largest mass medium used for advertising and that designation has not been overtaken even with the growth of the internet. Through television sometimes consumers’ decision could be the basis to buys that item to be advertised.
According to Currie (2017) on her article: Importance of TV in Advertising. Television is an important component of a media plan because of its pervasiveness, impact and targeting abilities. Television has the properties of sight; sound and motion that traditionally set it apart from other media such as radio (sound only) or print (sight only). With its three-pronged assault on its viewer’s senses, TV is able to create broad awareness for a product. Television is considered a mass medium because of the numbers of people it reaches. Some product categories are just naturally more interesting than others. More important is the creativity of the message itself.
Figure 9: Best Brand of Ice Cream
Figure 9 stated that the frequently bought product is Selecta. This research tells that out of 39 respondents, 25 chose Selecta brand of ice cream, because they can get the attention of millennials in the way they advertised the ice cream.
This shows the reason behind they want Selecta as brand of ice cream because since then when they was a child they always choose selecta. Some of the respondents choose Dan’s Eric, Magnolia , Nestle , & Dirty Ice Cream because its nearby. It also because whenever they want want ice cream and whatever brand it is as much as they crave for ice cream.
According to Mundra (2017) Brands are promise. If brands are able to keep on their promise consistently we start trusting them and once we trust them, we become loyal and also tell our other friends about them and that is where they start mattering they can create awareness about issues, organize and rally people for causes.
Figure 10: Internet or social media as fastest growing in society
Figure 10 stated that millennials gathered information through internet. In addition, Internet or social media is one of the fastest source of this generation. Nowadays millennials relied to the internet although everyone knows sometimes not reliable.
Figure stated aside from advertisement through internet they also relied on their family and friends. Sone of them from local mouth to mouth advertisement. Also from other person statement they also prefer from their selves.
According Mounting (2013). Trend in advertising can be encapsulated by referring to these main areas: television commercials, grazing digital compression, technology, video on demand. Major market trends are events or pattern that are changing in the marketplace.
Figure 11: Taste and Quality as the Basis
Figure 11 states that quality and taste is one of the basis of millennials in buying ice cream. As what past generation did, millennials also look for the quality or standard of a product. One of the attitude they adapted to their parents is to buy a product not just because of its low price but because it has a quality that gives satisfaction.
Aside from the quality and taste as their basis to buy, consumers also consider the uniqueness of the product and its attractive packaging. Respondents also based on the price of its affordable and fit to their budget.
According to Nalasco (2012) majority of the respondents were females and mothers who make the budget and purchase the necessities of the family married respondents constituted the highest percentage of the respondents which meant that most of the respondents shop in the supermarket for family consumption. Respondents who worked in the government section had permanent or regular status, meaning they have stable jobs even if they are low earners, they patronize supermarket in the area due to the fact that supermarket offers a wide variety of food products. Respondents revealed that quality and price were very important attributes of products they considered in buying in the supermarket.
Figure 12: Seasons on Eating Ice Cream
Figure 12 showed that most of the respondents eat ice creams when the weather is hot. Ice creams refreshed them for the extreme ray beating down from the sun. Ice cream is God’s little “treat” for hot breeze, dry throats and the need to laugh and enjoy the gift of each warm day.
The respondents state that they tend to eat ice cream on hot days. They state it because when the weather is hot, eating cold food and drinking cold beverages are their way to replenish the heat. The demand of cold food and beverages always increase, especially in summer season.
According to the article of Kaptur (2016) Ice cream is a summer treat but it can be and should enjoyed all year-round. There is no season for this creamy delight and no matter the age, time, season, or how much change people might have in their pocket – ice creams hit people and fits in right. In addition, Kaptur said that, summer is the ice cream season of the year because while it melted faster than you could lick the cone, it made everyone a little friendlier, they smile more. Ice cream would remain the top treat until the end of time.
Figure 13: Colleagues on Eating Ice Cream
Figure 13 showed that most of the respondents want to eat ice cream with their family and friends. Respondents say that eating ice cream alone make them feel lonely, that’s why they always share it with their family and friends. Eating ice cream became their bonding especially during summer seasons. The respondents always remember the sweet and happy memories that they share with their family and friends when eating ice cream.
Respondents says that eating ice cream alone make them feel lonely, that’s why they always share it with their family and friends. Eating ice cream became their bonding especially during summer seasons. The respondents always remember the sweet and happy memories that they share with their family and friends when eating ice cream.
According to Mosquera (2015) Eating together not only creates sense of togetherness, but it also creates memories and values that will passed on the next generations. Eating with family and friends also forces peoples to slow down, become mindful, and brings as much needed disconnect from the outside world. Moreover, a study done by The Archives of Pediatrics and Adolescent Medicine found out that 4,746 children ages 11 to 18, frequent eating with family and friends were associated with lower risk of smoking drinking and using marijuana. Lower rate of depressive symptoms and suicidal thoughts, and better academic performance among those who spent more family and friends eating time.
Figure 14: Preffered Price of Ice Cream
Figure 14 showed that price is one of the most important factors on selling a product. Most of the respondents preferred cost is 10 to 20 pesos as the price of the ice cream product. They want it to be affordable to everyone. As the result all of them preferred cheaper price of the product. People always preferred lower price than higher price because it would help them save money. Having cheaper price on selling ice cream makes them wanted another scooped of ice cream.
Price is always important to the consumers. Respondents always want ice cream to be cheaper so everyone can afford it. Today that all the products increased its price, consumer wants something to be budget friendly. That is the reason why the respondents responded that they want the ice cream product to be cheaper.
According to Calves (2016) customers perceive a product as “cheap” or “affordable” is crucial to success in the marketplace. Customers will shy away or denounce products if they determine it to be “cheap”. They will embrace products if they see them as “affordable”. To be successful in becoming relevant and approachable to target consumer, the product’s overall brand story must also be a part of a thoughtful, clear and consistent brand positioning.
Figure 15: Anti- Sugar Ice Cream
Figure 15 explained that majority of the respondents are against the sugar free ice cream. They liked the sweet ice cream more than tasteless ice cream. Some of the respondents they think it is healthy if the ice cream is sugar free.
The respondents stated that they do not like the ice cream with no sugar, because they will not enjoy eating an ice cream without a taste at all. They also want a delicious ice cream with a unique taste.
According to the Food Drug Administration, a food is considered “sugar-free” if it contains less than 0.5 grams of sugar per serving. It’s important to note the actual number of servings in the food because there may still be a small amount of sugar, even with a sugar-free claim. While the 16 respondents said yes, they would love to try some sugar free ice cream because its healthy for them.
Figure 16: Convenient in Buying Ice Cream
Figure 16 said that the respondents preferred location when buying an ice cream brand is in convenience store because it is easy to found. Some of them said that it is more convenient to buy ice cream when the store is near their house.While some answered that it is fine to buy it everywhere.
The respondents stated that they do not like the ice cream with no sugar. Because they will not enjoy eating an ice cream without a taste at all. They also want a delicious ice cream with a unique taste. That is why they do not like ice cream without a sugar.
Based by Frankin (2016) To win the business and earn the loyalty of Millennials you must create elegant experiences that meet their expectations. As this generation begins to take more leadership roles in our world, it’s time to get serious about how you deliver customer service to the Convenience Customer. According to Ari Weissman study found that something known as convenience orientation—a customer’s general preference for convenient goods and services—has a major impact on buying decisions. The study also found that the perception of a service’s convenience affects the overall evaluation of the service a service and can indeed reduce the cost to serve.
Figure 17: Desired Aspect of Ice Cream
Figure 17 shows the considerations in buying an ice cream. The factors or aspect that respondents want in an ice cream is its quality. The respondents also wantaffordable ice cream, and its good the texture. They also consider also the packaging, taste, location, feedback, and the cleanliness.
There are different aspects of selecting an ice cream brand, so the respondents said they looking first in the taste and quality. So it can defined its price and affordability of an ice cream. The respondents also thinking about their location as well as the feedbacks of the product.
According to Kusume (2016) The innovation and creative manager for IKEA and other leading brands, product packaging must do three things. First, it needs to stand out and grab the audience’s attention. Second, it should encourage a purchase by conveying a unique and relevant value proposition. Third, it should fit with your brand’s positioning and remain authentic to your overall stance.
SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATION
This chapter presents the summary, conclusion and recommendation of the researchers based on the gathered data. This chapter would summarize the results from the previous chapter and present the conclusion based on the data gathered together with recommendation of the researcher for the future use of this study.
Summary of Findings
1. Millennials’ perception in selecting ice cream brand. The researchers concluded that most of the respondents eat ice cream to relieve them of their stress. They are not influenced by artist or endorser of the ice cream brand, they just love ice cream. Most of them answered that their buying behaviorsare not affected by online marketing. They do not give attention in online marketing or advertising they decide based on the taste.
2. The respondents are affectedby the advertisement of ice cream that they see in television. They look for the brand quality of each product. Ice cream products introduced to them through commercial are patronized because television is a perfect medium for introducing a new product.
3. In terms of brand of ice cream, the consumers prefer products of Selecta, followed by Dan Eric’s, Magnolia, Nestle and dirty ice cream. Most of them prefer Selecta because of their trendy advertisement. Millennials gather source through internet or social media, in terms of basis before buying ice cream. The consumers reveal that most preferred taste as their buying preferences for a product. They consider taste rather than price, quality and brand name. One of the attitudes they adapt to their parents is to buy a product not just because of its low price but because it has a quality that is satisfying. The respondents prefer the assorted flavor, and cheaper price. During summer they wanted to eat ice cream to ease the hot temperature. The consumerssaid that they do not like sugar free ice cream.
4. Millennials patronize a product because of the price. This study revealed that most of the respondents preferred cost 10 to 20 pesos as the price of the ice cream product. They want it to be affordable to everyone. In terms of sweet foods, they most likely the ice cream than other sweet treats.
5. The millennials revealed that their preferred location when buying an ice cream brand is in a convenience store.And some of them said in the near of their house while few of them answered anywhere.
1. The millennials’ have their own preferences in buying an ice cream and it does not affect the online marketing to affect their buying decision.
2. Advertisements affect millennials buying decision.
3. The millennials consumed a lot of brand of Selecta, their familiar taste and unique advertisement.
4. The respondents like to consume an ice cream in a summer season. And they do not like sugar free ice cream, they more likely a sweet ice cream. And said that their budget for a brand of ice cream is ranging 10 pesos to 20 pesos only.
5. The respondents like to buy where it is convenient for them.
1. Government must actively guide small or any business and give information or awareness about the world of business. It is also recommended to conduct seminars for people who are willing to put up business or for who needs more knowledge for their business.
2. Seller must be aware of the most likely flavors that consumers buy. It is also recommended to be active on social media sites and make surveys to have basis. Develop new formulation of Ice cream for consumers and offer promotions to attract consumers to buy, like affordable prices and tasteful one because it will help to increase or boost your business sales up.
3. Celebrities must aware that they are paid not just to endorse but to persuade consumers to buy the ice cream product. They should innovate and promote the product in the most effective way. They should endorse the product in a proper way that could cope with the trends today.
4. Millennials should have extra money before buying so that, they have enough money to buy their needs and that it cannot affect their budget. And it is also recommended that the consumer must be aware on the product that they are buying especially today that there are many fake products that are spreading in the society.
5. Future researchers should do development of their own formulation of ice cream. They must have prepared to produce new marketing strategies to help them to introduced their brand in the consumers and market place. They must do a research to get broader as they discover the different prospective of customer when it comes to trends.
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Appendix 1: Instrument
1. Do you eat ice cream? Why?
2. Do celebrities influenced your buying decision? If yes how? If no why?
3. Do online marketing affects your decision in selecting ice cream brand? Why?
4. Do ice cream brand affects you? Why?
5. How much you like ice cream compared to other sweet foods?
6. How ice cream products introduced to you?
7. Where do you see ice cream advertisement?
8. What ice cream brand do you often have?
9. What source influenced you to buy this brand ice cream?
10. Why do you prefer this brand of ice cream?
11. When do you consume ice cream?
12. With whom would you normally go out for ice cream?
13. What will be the price of ice cream do you prefer?
14. Do you prefer sugar free ice cream brand? Why?
15. What is your preferred location in buying ice cream brand?
16. What factors do you take into consideration while buying your brand of ice cream?
Appendix 2: Certificate of Editing
Appendix 3: Certificate of Originality
This is to certify that the research work presented in this thesis/dissertation, “BUYING DECISION OF MILLENNIALS IN THE SELECTION OF AN ICE CREAM BRAND” for the degree Bachelor in Business Administration Major in Marketing Management at the Polytechnic University of the Philippines Santa Rosa Campus embodies the result of original and scholarly work carried out by the undersigned. This dissertation does not contain words or ideas taken from published sources or written works that have been accepted as basis for the award of a degree from any other higher education institution, except where proper referencing and acknowledgement were made.
Alday, Marjorie O.
Berroya, Kate Nicole A.
Escueta, Jasmine Krystaline C.
Moraleda, Rose Ann M.
Suarez, Renzo Gian C.
Appendix 4: Picture Documentation
Appendix 5: Biographical Statement
Marjorie Alday is 19 years of age born and raised on January 28 1999 she’s currently a 3rd year College Student and She’s taking up bachelor in business Administration Major in Markerting Management at Polytechnic University of the Philippines. She was high School Graduated at Liceo De Cabuyao last 2015. She currently working a Researchers entitled ” Buying Decision of millenials in the Selection of an ice cream brand”. She works a part timer in AVON as one of the top sales agent for 7 months for their final recquirements, she works a part time Sales agent in NATASHA. she attended marketing fest 2015-2016 spectrum at Garden villas with the theme of “unlishing the prism of innovation”. Also, she attended a seminar in 2016 at MOA Arena (Mad World) “Upsetting the status QUO ” and she attended the JMAP “Manila fame” at world trade center 2017. She finished her On the Job Training (OJT) at MangInasal 2016-2017.
Kate Nicole A. Berroya, 18 years of age, born and raised in San Pedro Laguna. She finished her Secondary Education in Liceo De San Pedro year 2015. Currently taking Bachelor in Business Administration Major in Marketing Management at Polytechnic University of the Philippines, Santa Rosa Campus. She is a part-timer sales agent at Avon Philippines the branch of Binan Laguna. She also got a certificate for completing National Service Training Program. Attended different seminars, “SPECTRUM: UNLEASHING THE PRISM OF INNNOVATION”, “CINEMATHEQUE: Experiencing the Boundless World of Marketing”, “JUAN BIG IDEA: ANG BIYAHE NG HENYONG MARKETISTA a chapter event SOUTH LUZON ADVENTURE”, and MADWORLD in Mall of Asia Arena 20th of February year 2017 with the theme “UPSETTING THE STATUS QUO”. Visited at World Trade Center to visit an event called Manila Fame. She completed her 200 hours on-the-job training at Motor Central Main Branch in Binan Laguna. Currently working as a researcher entitled “Buying Decision of Millennials in the Selection of an Ice Cream Brand”.
Escueta, Jasmine Krystaline C, 19 years of age. She studied at San Francisco Elementary School, school year 2011-2012. Graduated at Saint Francis National High School year of 2014-2015. Taking up the Bachelor Degree of Business Administration major in Marketing Management at Polytechnic University of the Philippines. She achieved her 200 hours On-the-Job Training at MotorcentralBiñan Main Branch assigned at Sales Department. She also became a dealer of AVON 2016-2017. She went to World Trade Center as a Visitor as part of her course subject. She attended Marketing Festival 2015 with the theme “SPECTRUM: UNLEASHING THE PRISM OF INNNOVATION” held in Savemore, Garden Villas and Marketing Festival 2016 with the theme “CINEMATHEQUE: Experiencing the Boundless World of Marketing” conduct in Auditorium in Municipality of Santa Rosa Laguna, both operate the program by Junior Marketing Association of the Philippines. She attended some of the big events performed by PJMA ( Philippine Junior Marketing Association ). Month of August 2016 at University of Saint Anthony Forum, IrigaCamarines Sur with the theme of “JUAN BIG IDEA: ANG BIYAHE NG HENYONG MARKETISTA a chapter event SOUTH LUZON ADVENTURE”. She attended MADWORLD in Mall of Asia Arena 20th of February year 2017 with the theme “UPSETTING THE STATUS QUO”
Rose Ann ManzanoMoraleda is a 19-year-old 3rd year student taking up her Bachelor’s Degree in Business Administration Major in Marketing Management at Polytechnic University of the Philippines-Santa Rosa Campus. She was born on the 5th day of November year 1998. She completed her On-the-Job training at Ministop Golden City Branch, Santa Rosa Laguna. She also became one of the dealers of AVON year 2016-2017. Rose Ann is a former Campus Integrity Crusaders President during her Secondary Education at Pangasinan. She attended different events and seminars about Marketing performed by PJMA. She went to MADWORLD 2016: Generation of Digital Contagion. Andattented MADWORLD 2017: Upsetting the Status Quo. Rose Ann goes to Iriga, Camarines Sur to attend JUAN BIG IDEA: AngByahe ng HenyongMarketista. A South Luzon Adventure held at University of Saint Anthony Forum. Also attended Marketing Festival 2015 and become one of the candidates for Mr. AndMs.”SPECTRUM: UNLEASHING THE PRISM OF INNNOVATION” and Marketing Festival 2016:”CINEMATHEQUE: Experiencing the Boundless World of Marketing” both operate the program by JMAP. She went to MANILA FAME 2017 as a visitor held at World Trade Center located at Pasay City. And she currently working as researcher entitled “Buying Decision of Millennials in the Selection of an Ice Cream Brand”.
Renzo Gian C. Suarez is 20 years old born on the 30th day of October. Finished his Primary Education in Dila Elementary School in the year 2009-2010. And Completed his Secondary Education at South Ville 4 National High School year 2013-2014. Currently a student at Polytechnic University of the Philippines Santa Rosa campus. He is a 3rd year student and taking up Bachelor in Business Administration Major in Marketing. He is former sales agent at Avon and completed his on-the-job training at Greenwich, SM Santa Rosa branch. He also attended different seminars like marketing fest 2015-2016 spectrum with the theme of unleashing the prism of innovation. Also, he came visit to “manila fame 2017” at World Trade Center. And he currently working a researcher entitled “Buying Decision of Millennials in the Selection of an Ice Cream Brand”.