Defense 2.0

RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS
TO THE CONSUMER PREFERENCE AS PERCEIVED BY THE

SELECTED HOUSEHOLDS OF BARANGAY MACABLING
IN THE CITY OF SANTA ROSA LAGUNA
An Undergraduate Proposal Presented to the Faculty of the

Polytechnic University of the Philippines
Santa Rosa, Laguna
In Partial Fulfillment of the Requirements for the

Degree Bachelor in Business Administration
Major in Marketing Management
By
Fevelyn D. Bucio
Jessica Lorraine D. De Borja
Mariel Danica M. Galasao
Ressie S. Orzo
Mark Anthony P. Tambor
Angelita E. Nocon, M
Subject Facilitator
March 2015
1
Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
Drinking has been a large part of socializing throughout the centuries. Beverages
and drinks are liquids specifically prepared for human consumption. In addition to basic
needs, beverages form part of the culture of human society. Nowadays, drinks industry
comprises companies that manufacture non-alcoholic beverages and carbonated mineral
waters or concentrates and syrups for the manufacture of carbonated beverages.
Euromonitor International defines carbonated drinks as non-alcoholic drinks into
which carbon dioxide gas has been dissolved. Carbonating beverages, introducing CO2
into the drink mix under pressure, makes the drink slightly more acidic which serves to
sharpen the flavor and produces a slight burning sensation. And, it also helps preserve the
drink longer without going bad while Harvard School of Public Health Nutrition Source
defines health drinks as beverages that are limited or consumed in moderation, including
diet drinks, fruit juice and milk.
Different beverages have been well accepted by consumers. In the midst of the
rapidly growing beverage demand, the industry on the whole is encountering new
opportunities and challenges. Changing consumer demands and preferences require new
ways of maintaining current customers and attracting new ones. Along with ever
increasing competition, beverage companies must intensely court customers, offer high
quality products, efficiently distribute them, ensure safety and keep prices low all while
staying nimble enough to exploit new markets by launching new products. Recent
2
developments in beverage consumption and challenges in marketing have heightened the
need for searching the consumers' needs and preferences.
According to Kotler, the consumer market is very vast, and thus there is great
demand for an enormous variety of goods and services, especially as consumers differ
from one another in that of age, gender, income, education level, and tastes. Moreover,
the relationships between different consumers, as well as their contact with other
elements of the world surroundings, affect their choice of products, services, and
companies.
As a consumer, trends drive innovation and purchase behavior. New product
innovation is driven by consumer demand for more unique and experimental flavor
combinations. Over two thirds of consumers are willing to experiment with new foods
and beverages, offering plenty of opportunity for product development.
Consumer preferences is used primarily to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order to satisfy
his/her needs or desires. Preferences indicate choices among neutral or more valued
options available. The preference of the consumer is the result of their behavior they
show during searching, purchasing and disposing the products.
Therefore, we came up to the problem of determining the relationship between the
carbonated drinks and health drinks to the consumer preference.
Background of the Study
4
Conceptual Framework
INPUT
PROCESS
OUTPUT
Preferred drinks of the

respondents in terms
of:
Assessment of
Factors of
Consumer
Preferences through
Significant
relationship between
the two different
beverages to the
consumer
preference
Carbonated Drinks
Health Drinks
Factors that affect
buying behavior of
consumers between
carbonated drinks and
health drinks
1.1
Survey
Questionnaires
1.2
Interview
1.3 Observation
2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion
FEEDBACK LOOP
Fig. 1 Paradigm of the Study
This study uses input, process, output model. Input includes the preferred drinks
of the respondents and factors that affect the consumer preference of carbonated drinks
and health drinks in terms of price, taste, color, and promotion. Process intends to make
the present study verifiable which includes survey questionnaires, interview and
observation. Output aims to present the expected result of this study based on the
relationship between the two beverages namely: carbonated drinks and health drinks as
perceived by households of Barangay Macabling in the City of Santa Rosa, Laguna.
5
Statement of the Problem
This study aims to determine the relationship between carbonated drinks and
health drinks to the consumer preference as perceived by 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 Drinks
Health Drinks
What factors do respondents consider in buying their preferred drinks in terms of:
2.1 Price
2.2 Taste
2.3 Color
2.4 Promotion
3.
Is there any significant relationship between the two different beverages?
Hypothesis
6
There is no significant relationship between the carbonated drinks and health
drinks to the consumer preference as perceived by selected households of Barangay
Macabling in the City of Santa Rosa, Laguna.
Significance of the Study
Other Researchers
The study will benefit the other researchers that will add to the growing body of
information in the field of educational research. The result of the study will be serving as
a guide and material to a better understanding of other researchers who would like to
embark on a conduct of study of similar nature.
Beverage Companies and Distributors

The study will help the beverage companies and distributors to improve and to
think of new innovations in their products to increase customer satisfaction.
Beverage patrons
The study will help soft drink patrons in their decision making in choosing the
best available options in order for them to be aware in fulfilling their needs.
Scope and Limitations

This research study focus on the relationship between carbonated drinks and
health drinks to the consumer preference as perceived by households of Barangay
Macabling in the City of Santa Rosa, Laguna
promotion.
in terms of price, taste, color, and
7
The samples were taken from the households with a total of 3920, but only 363
individuals were selected for the study.
Definition of Terms
Terms here are conceptually and operationally defined for better understanding of the
readers.
Behavioral variables are the criteria or yardsticks for measuring and comparing among
different individuals.
Mainly observable and measurable characteristics including
gender, income, education, social class, organizational productivity, task orientation,

recall memory, recognition memory, and achievement (Kerlinger & Lee, 2001).
Beverages are any one of various liquids for drinking, usually excluding water
specifically prepared for human consumption.
Consumer Preference is the study of how people buy, what they buy and when they buy.
It involves how consumers select goods and services.
Carbon Dioxide is a naturally occurring chemical compound composed of two oxygen
atoms each covalently double bonded to a single carbon atom.
Carbonated drink is a beverage that has had carbon dioxide dissolved into it for some
reason, most often to improve the taste, texture, or both. It is cold drink that is usually
sweet, does not contain alcohol, and is often sold in bottles or cans.
Embark is to begin a course of action, especially one that is important or demanding.
8
Enormous is very large in size, quantity, or extent.
Health Drink is a beverage that claims to be beneficial to health.
Outlet is a brick and mortar or online retail store in which manufacturers sell their stock
directly to the public.
Product Development is a system of defined steps and tasks such as strategy,
organization,
concept
generation,
marketing
plan
creation,
evaluation,
and
commercialization of a new product.

Purchase Behavior is the decision processes and acts of people involved in buying and using
products.
Vast is of very great extent or quantity, immense.
Chapter III
METHODOLOGY OF RESEARCH
This chapter includes the methods of research, population, and sample size,
descriptions of the respondents, instrumentation, data gathering procedure, and statistical
treatment of data.
Research Method
Descriptive Research intends to describe and interpret what is. It reveals
conditions or relationships that exist or do not exist, practices that prevail or do not
prevail, beliefs of points of view or attitudes that are not held, processes that are going
on or otherwise, effects that are being felt, or trends that are developing. It attempts to
interpret the present. In business research, it may reveal status of old and new products,
consumer product acceptance or preferences, advertising schemes, market trends and
other studies pertinent to business operation.
Population and Sample Size

The total household of the study is three thousand nine hundred twenty (3920)
respondents in Barangay Macabling City of Santa Rosa, Laguna. The source of the
information is from the Municipal Hall of Barangay Macabling in the City of Santa Rosa,
Laguna.
To determine the sample size of the total population the researcher used:
Slovens Formula
N
10
n=
1 + Ne2
Where:
n = number of sample
N = total population
1 = constant
e = margin of error (5%)
3920
N=
1 + 3920 (5%)2
3920
=
1 + 3920 (0.05)2
3920
=
1 + 3920 (0.0025)
3920
=
1 + 9.8
3920
=
10.8
n
362.96 or 363
Description of the Respondents

The researchers have three hundred sixty-three (363) respondents from the
selected households of Barangay Macabling in the City of Santa Rosa, Laguna.
Instrumentation
The survey questionnaire is use as a research instrument. The questionnaire will
focus in the Relationship of Carbonated Drinks and Health Drinks to the consumer
11
preference as perceived by selected households of Barangay Macabling in the City of
Santa Rosa, Laguna.
WEIGHTED MEAN
4.50 5.00
3.40 4.49
2.60 3.39
1.80 2.59
1.00 1.79
VERBAL INTERPRETATION
Highly Preferred
Preferred
Slightly Preferred
Less Preferred
Not Preferred
Data Gathering Procedure

The researcher will use the following data gathering procedure for the study. First,
the researchers will observe the consumers of the two beverages in Barangay Tagapo City
of Santa Rosa, Laguna. Then, the group will proceed in survey questionnaire that is focus
on the Relationship of Carbonated Drinks and Health Drinks. The primary data will be
gathering by means of visiting the barangay and conducting a survey questionnaire to the
respondents. The researcher also need the secondary sources of data coming from books
and published materials related to the study. The researcher of the study has chosen the
random sampling.
Statistical Treatment of Data
The researchers will use statistics as the basic tools of measurement research, in
order to analyze the data gathering by the researchers. The researcher will use Slovens
formula for the purpose of computing the sample size; Likert Scale for verbal
interpretation and to interpret the weighted mean and weighted mean which is useful
indicator of finding the most and at the same time the least favored of the respondents in
the group and lastly, Chi-square Test Formula for testing goodness of fit is used to decide
whether there is any difference between the observed (experimental) value and the
expected (theoretical) value.
12
Slovens Formula:
N
n=
1 + Ne2
Where:
n = Number of sample
N = Total population
1 = Constant
e = Margin of error (5%)
Frequency and Percentage Formula:
% = f/n (100)
Where:
% = Percentage
f = Frequency
n = Number of total respondents
Weighted Mean Formula:
WM = fiwi
wi
Where:
f = Frequency
n = Number of samples
w = Weight factor
Chi-square Test Formula:
Where:
O = Observed frequency
E = Expected frequency
= Summation
X2 = Chi Square value
13
Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter shows the tabulated, analyzed and interpreted data on the questionnaires
answered by the selected households of Barangay Macabling in the City of Santa Rosa,
Laguna posited in the study.
Table 1
PREFERRED DRINKS OF THE RESPONDENTS
Drinks
Frequency
Percentage
Carbonated Drinks
243
67%
14
Health Drinks
120
33%
Total
363
100%
The table shows the preferred drinks of the respondents. Out of three hundred sixty three
(363) respondents, two hundred forty three (243) or sixty seven percent (67%) preferred
carbonated drinks; and one hundred twenty (120) or thirty three percent (33%) preferred
health drinks.
Table 2
Factors that Affect the Consumers Preferences in Buying Carbonated
Drinks in terms of Price
Level
5
4
3
2
1
Total
Q1
f
18
0
10
1
67
12
3
36
3
Q2
Q3
50
99
18
8
52
21
3
36
3
27
28
18
3
1
100
52
14
6
1
100
F
14
3
11
2
95
4
9
36
3
Q4
%
39
31
26
1
2
100
F
13
2
15
7
46
10
18
36
3
Q5
%
36
43
13
3
5
100
f
14
5
14
0
51
15
12
36
3
%
40
39
14
4
3
100
15
The table shows the factors that affect the consumers preferences in buying carbonated
drinks in terms of price. In Question 1, out of three hundred sixty three (363)
respondents, one hundred eighty (180) or fifty percent (50%) are highly preferred; and
three (3) or one percent (1%) is not preferred. In Question 2, one hundred eighty eight
(188) or fifty two percent (52%) are preferred; and three (3) or one percent (1%) is not
preferred. In Question 3, one hundred forty three (143) or thirty nine percent (39%) are
highly preferred; and four (4) or 1 percent is less preferred. In Question 4, one hundred
fifty seven (157) or forty three percent (43%) are preferred; and ten (10) or three percent
(3%) are less preferred. And in Question 5, one hundred forty five (145) or forty (40%)
are highly preferred; and twelve (12) or three percent (3%) are not preferred.
Table 3
Drinks in terms of Taste
Level
5
4
3
2
1
Total
Q1
f
18
2
12
3
52
3
3
36
3
Q2
%
50
34
14
1
1
100
F
12
4
15
7
64
12
6
36
3
Q3
%
34
43
18
3
2
100
F
13
4
15
3
61
12
3
36
3
Q4
%
37
42
17
3
1
100
F
14
2
14
9
57
9
6
36
3
Q5
%
39
41
16
2
2
100
F
10
8
10
8
98
31
18
36
3
%
30
30
27
9
5
100
16
drinks in terms of taste. In Question 1, out of three hundred sixty three (363) respondents,
one hundred eighty two (182) or fifty percent (50%) are highly preferred; and three (3) or
one percent (1%) is not preferred. In Question 2, one hundred twenty four (124) or thirty
four percent (34%) are highly preferred; and six (6) or two percent (2%) are not
preferred. In Question 3, one hundred thirty four (134) or thirty seven percent (37%) are
highly preferred; and three (3) or one percent (1) is less preferred. In Question 4, one
hundred forty two (142) or thirty nine percent (39%) are preferred; and six (6) or two
percent (2%) are less preferred. And in Question 5, one hundred eight (108) or thirty
(30%) are highly preferred; and eighteen (18) or five percent (5%) are not preferred.
Table 4
Drinks in terms of Color
Level
5
4
3
2
1
Total
Q1
F
10
2
16
7
65
15
14
36
3
Q2
Q3
28
83
12
4
10
7
37
12
36
3
23
46
18
4
4
100
34
29
10
3
100
F
10
1
15
8
76
16
12
36
3
Q4
%
28
44
21
4
3
100
F
11
7
12
8
72
22
24
36
3
Q5
%
32
77
13
4
10
9
28
15
36
3
21
35
20
6
7
100
37
30
8
4
100
17
drinks in terms of color. In Question 1, out of three hundred sixty three (363)
respondents, one hundred two (102) or fifty percent (28%) are highly preferred; and
fourteen (14) or four percent (4%) are not preferred. In Question 2, eighty three (83) or
twenty three percent (23%) are highly preferred; and twelve (12) or three percent (3%)
are not preferred. In Question 3, one hundred one (101) or twenty eight percent (28%) are
highly preferred; and twelve (12) or three percent (3) are less preferred. In Question 4,
one hundred seventeen (117) or thirty two (32%) are preferred; and twenty four (24) or
seven percent (7%) are less preferred. And in Question 5, seventy seven (77) or twenty
one (21%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred.
Table 5
Drinks in terms of Promotion
Level
5
4
3
2
1
Q1
f
13
3
10
7
82
20
21
Q2
Q3
37
91
14
6
90
24
12
25
29
23
6
6
40
25
7
3
F
11
2
12
9
81
25
16
Q4
%
30
36
22
7
4
F
11
4
14
3
81
19
6
Q5
%
31
39
22
5
2
f
10
6
12
3
98
22
14
%
29
34
27
6
4
18
Total
36
3
100
36
3
100
36
3
100
36
3
100
36
3
100
drinks in terms of promotion. In Question 1, out of three hundred sixty three (363)
respondents, one hundred thirty three (133) or thirty seven percent (37%) are highly
preferred; and twenty one (21) or six percent (6%) are not preferred. In Question 2,
ninety one (91) or twenty five percent (25%) are highly preferred; and twelve (12) three
percent (3%) are not preferred. In Question 3, one hundred twelve (112) or thirty percent
(30%) are highly preferred; and sixteen (16) or four percent (4) are less preferred. In
Question 4, one hundred fourteen (114) or thirty one percent (31%) are preferred; and six
(6) or two percent (2%) are less preferred. And in Question 5, one hundred six (106) or
twenty nine (29%) are highly preferred; and fourteen (14) or four percent (4%) are not
preferred.
Table 6
Factors that Affect the Consumers Preferences in Buying Health Drinks in
terms of Price
Level
5
4
Q1
f
11
9
15
2
Q2
Q3
33
99
17
6
27
42
48
F
11
5
10
6
Q4
%
32
29
F
13
7
13
4
Q5
%
38
37
F
10
1
15
5
%
28
43
19
3
2
1
Total
71
18
3
36
3
20
5
1
100
67
12
9
36
3
18
3
2
100
10
6
24
12
36
3
29
7
3
100
59
15
18
36
3
16
4
5
100
74
24
9
36
3
20
7
2
100
The table shows the factors that affect the consumers preferences in buying health drinks
in terms of price. In Question 1, out of three hundred sixty three (363) respondents, one
hundred nineteen (119) or thirty three percent (33%) are highly preferred; and three (3) or
one percent (1%) is not preferred. In Question 2, ninety nine (99) or twenty seven percent
(27%) are highly preferred; and nine (9) or two percent (2%) are not preferred. In
Question 3, one hundred fifteen (115) or thirty two percent (32%) are highly preferred;
and twelve (12) or three percent (3) are less preferred. In Question 4, one hundred thirty
seven (137) or thirty nine percent (38%) are preferred; and eighteen (18) or five percent
(5%) are less preferred. And in Question 5, one hundred one (101) or twenty eight (28%)
are highly preferred; and nine (9) or two percent (2%) are not preferred.
Table 7
terms of Taste
Level
5
Q1
F
14
Q2
%
40
F
93
Q3
%
26
F
13
Q4
%
37
f
94
Q5
%
26
f
17
%
48
20
4
3
2
1
Total
4
14
4
63
12
0
36
3
40
17
3
0
100
19
0
53
12
15
36
3
53
15
3
4
100
4
13
6
90
3
0
36
3
37
25
1
0
100
17
9
69
15
6
36
3
49
19
4
2
100
6
12
0
45
10
12
36
3
33
12
3
3
100
in terms of taste. In Question 1, out of three hundred sixty three (363) respondents, one
hundred forty four (144) or forty percent (40%) are highly preferred; and zero (0) or zero
percent (0%) is not preferred. In Question 2, ninety three (93) or twenty six percent
(26%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred. In
Question 3, one hundred thirty four (134) or thirty seven percent (37%) are highly
preferred; and zero (0) or zero percent (0) is less preferred. In Question 4, one hundred
thirty seven (137) or twenty six percent (26%) are preferred; and six (6) or two percent
(2%) are less preferred. And in Question 5, one hundred seventy six (176) or forty eight
(48%) are highly preferred; and twelve (12) or three percent (3%) are not preferred.
Table 8
terms of Color
Level
Q1
Q2
Q3
Q4
Q5
21
5
4
3
2
1
Total
F
99
16
0
%
27
74
24
6
36
3
20
7
2
44
100
F
85
14
3
%
23
88
25
22
36
3
24
7
6
39
100
F
77
15
1
10
8
12
15
36
3
%
21
42
30
3
4
100
f
68
14
6
10
9
27
13
36
3
%
19
40
30
7
4
100
F
80
17
0
%
22
78
26
9
36
3
21
7
2
47
100
in terms of color. In Question 1, out of three hundred sixty three (363) respondents,
ninety nine (99) or twenty seven percent (27%) are highly preferred; and six (6) or two
percent (2%) are not preferred. In Question 2, eighty five (85) or twenty three percent
(23%) are highly preferred; and twenty two (22) or six percent (6%) are not preferred. In
Question 3, seventy seven (77) or twenty one percent (21%) are highly preferred; and
fifteen (15) or four percent (4) are less preferred. In Question 4, sixty eight (68) or
nineteen percent (19%) are preferred; and thirteen (13) or four percent (4%) are less
preferred. And in Question 5, eighty (80) or twenty two (22%) are highly preferred; and
nine (9) or two percent (2%) are not preferred.
Table 9
terms of Promotion
22
Level
5
4
3
2
1
Total
Q1
f
11
5
11
3
86
34
15
36
3
Q2
Q3
Q4
32
87
15
4
24
21
86
21
15
36
3
24
6
4
77
14
4
10
0
33
9
36
3
31
24
9
4
100
42
100
40
28
9
2
100
f
10
3
14
3
67
32
18
36
3
Q5
%
28
76
13
9
21
96
32
20
36
3
26
9
6
39
18
9
5
100
38
100
in terms of promotion. In Question 1, out of three hundred sixty three (363) respondents,
one hundred fifteen (115) or thirty two percent (32%) are highly preferred; and fifteen
(15) or four percent (4%) are not preferred. In Question 2, eighty seven (87) or twenty
four percent (24%) are highly preferred; and fifteen (15) or four percent (4%) are not
preferred. In Question 3, seventy seven (77) or twenty one percent (21%) are highly
preferred; and nine (9) or two percent (2) are less preferred. In Question 4, one hundred
three (103) or twenty eight percent (28%) are preferred; and eighteen (18) or five percent
(5%) are less preferred. And in Question 5, seventy six (76) or twenty one (21%) are
highly preferred; and twenty (20) or six percent (6%) are not preferred.
Table 10
23
Factors that Affect the Consumers Preference in Buying Carbonated Drinks in
Terms of Price
I.
a.
b.
c.
d.
e.
Price
I buy this drink because it is

affordable.
I buy this drink because it
suits my allowance.
I buy this drink because I
can buy a bulk of it with
lower price.
I buy this drink because of
promos and discounts.
worth the price I pay for it.
General Weighted Mean
Weighted
Mean
Rank
Verbal
Interpretation
4.22
Preferred
3.99
Preferred
4.04
Preferred
4.03
Preferred
4.08
Preferred
4.07
Preferred
Table 1 shows that the consumer preference in buying carbonated drinks of the
respondents in terms of price is preferred with a general weighted mean of 4.07. The
statement I buy this drink because it is affordable ranked 1 st (WM= 4.22 and VI=
Preferred); I buy this drink because it is worth the price I pay for it ranked 2 nd (WM=
4.08 and VI= Preferred); I buy this drink because I can buy a bulk of it with lower price
ranked 3rd (WM= 4.04 and VI= Preferred); I buy this drink because of promos and
discounts ranked 4th (WM= 4.03 and VI= Preferred); I buy this drink because it suits
my allowance ranked last (WM= 3.99 and VI= Preferred).
Table 11
Terms of Taste
24
II.
a.
b.
c.
d.
e.
Taste
I enjoy this drink because

of its sweet taste.
I enjoy this drink because of
its delicious taste.
my favorite flavor.
I enjoy this drink because it
meets the taste I want.
suits to my diet.
Weighted
Mean
Rank
Verbal
Interpretation
4.32
Preferred
4.05
Preferred
4.11
Preferred
4.13
Preferred
3.71
Preferred
4.06
Preferred
respondents in terms of taste is preferred with a general weighted mean of 4.06. the
statement I enjoy this drink because of its sweet taste ranked 1 st (WM= 4.32 and VI=
Preferred); I enjoy this drink because of my favorite flavor ranked 2 nd (WM= 4.11 and
VI= Preferred); I enjoy this drink because it meets the taste I want ranked 3 rd (WM=
4.13 and VI= Preferred); I enjoy this drink because of its delicious taste ranked 4 th
(WM= 4.05 and VI= Preferred); and I enjoy this drink because it suits to my diet
ranked last (WM= 3.71 and VI= Preferred).
Table 12
Terms of Color
III.
Color
Weighted
Mean
Rank
Verbal
Interpretation
25
a.
b.
c.
d.
e.
I like this drink because of

its attractive color.
I like this drink because it is
colorless.
I like this drink because it is
my favorite color.
its dark color.
its mild color.
3.90
Preferred
3.47
Preferred
3.88
Preferred
3.80
Preferred
3.63
Preferred
3.74
Preferred
respondents in terms of color is preferred with a general weighted mean of
3.74.
The
statement I like this drink because of its attractive color ranked 1 st (WM= 3.90 and VI=
Preferred); I like this drink because it is my favorite color ranked 2 nd (WM= 3.88 and
VI= Preferred); I like this drink because of its dark color ranked 3 rd (WM= 3.80 and
VI= Preferred); I like this drink because of its mild color ranked 4 th (WM= 3.63 and
VI= Preferred); and I like this drink because it is colorless ranked last (WM= 3.47 and
VI= Preferred).
Table 13
Terms of Promotion
IV.
Promotion
Weighted
Mean
Rank
Verbal
Interpretation
26
a. I am encouraged to buy this
drink based on the artist
they used as their endorser.
b. I am encouraged to buy this
drink because of their
advertisement.
c. I am encouraged to buy this
drink because of its popular
advertisement.
d. I am encouraged to buy this
drink because it is my
favorite brand.
e. I am encouraged to buy this
drink based on what is being
advertised in television and
other forms of media.
3.86
Preferred
3.77
Preferred
3.72
Preferred
3.94
Preferred
3.79
Preferred
3.81
Preferred
respondents in terms of promotion is preferred with a general weighted mean of 3.81. The
statement I am encouraged to buy this drink because it is my favorite brand ranked 1 st
(WM= 3.94 and VI= Preferred); I am encouraged to buy this drink based on the artist
they used as their endorser ranked 2nd (WM= 3.86 and VI= Preferred); I am encouraged
to buy this drink based on what is being advertised in television and other forms of
media ranked 3rd (WM= 3.79 and VI= Preferred); I am encouraged to buy this drink
because of their advertisement ranked 4th (WM= 3.77 and VI= Preferred); and I am
encouraged to buy this drink because of its popular advertisement ranked last (WM=
3.72 and VI= Preferred).
Table 14
27
Factors that Affect Consumers Preference in Buying Health Drinks in Terms of
Price
I.
a.
b.
c.
d.
e.
Price

affordable.
I buy this drink because it
suits my allowance.
I buy this drink because I
can buy a bulk of it with
lower price.
I buy this drink because of
promos and discounts.
worth the price I pay for it.
Weighted
Mean
Rank
Verbal
Interpretation
4.01
Preferred
3.95
Preferred
3.12
Slightly Preferred
3.98
Preferred
3.87
Preferred
3.78
Preferred
Table 5 shows that the consumer preference in buying health drinks of the
respondents in terms of price is preferred with a general weighted mean of 3.78. the
statement I buy this drink because it is affordable ranked 1 st (WM= 4.01 and VI=
Preferred); I buy this drink because of promos and discounts ranked 2 nd (WM= 3.98
and VI= Preferred); I buy this drink because it suits my allowance ranked 3 rd (WM=
3.95 and VI= Preferred); I buy this drink because it is worth the price I pay for it
ranked 4th (WM= 3.87 and VI= Preferred); and I buy this drink because I can buy a bulk
of it with lower price ranked last (WM= 3.12 and VI= Slightly Preferred).
Table 15
Taste
II.
Taste
Weighted
Mean
Rank
Verbal
Interpretation
28
a.
b.
c.
d.
e.
I enjoy this drink because

of its sweet taste.
its delicious taste.
my favorite flavor.
meets the taste I want.
suits to my diet.
4.16
Preferred
3.92
Preferred
4.10
Preferred
3.94
Preferred
4.21
Preferred
4.07
Preferred
respondents in terms of taste is preferred with a general weighted mean of 4.07. The
statement I enjoy this drink because it suits to my diet ranked 1 st (WM= 4.21 and VI=
Preferred); I enjoy this drink because of its sweet taste ranked 2 nd (WM= 4.16 and VI=
Preferred); I enjoy this drink because of my favorite flavor ranked 3 rd (WM= 4.10 and
VI= Preferred); I enjoy this drink because it meets the taste I want ranked 4 th (WM=
3.94 and VI= Preferred); and I enjoy this drink because of its delicious taste ranked last
(WM= 3.92 and VI= Preferred).
Table 16
Color
III.
a.
Color

its attractive color.
b. I like this drink because it is
colorless.
c. I like this drink because it is
my favorite color.
d. I like this drink because of
Weighted
Mean
Rank
Verbal
Interpretation
3.89
Preferred
3.67
Preferred
3.72
Preferred
3.63
Preferred
29
its dark color.
e. I like this drink because of
its mild color.
3.79
3.74
Preferred
Preferred
Table 7 shows that the consumer preference in buying health drinks of the respondents
in terms of color is preferred with a general weighted mean of 3.74. The statement I like
this drink because of its attractive color ranked 1 st (WM= 3.89 and VI= Preferred); I
like this drink because of its mild color ranked 2 nd (WM= 3.79 and VI= Preferred); I
like this drink because it is my favorite color ranked 3 rd (WM= 3.72 and VI= Preferred);
I like this drink because it is colorless ranked 4th (WM= 3.67 and VI= Preferred); and I
like this drink because of its dark color ranked last (WM= 3.63 and VI= Preferred).
Table 17
Promotion
IV.
Promotion
a. I am encouraged to buy this

drink based on the artist
they used as their endorser.
b. I am encouraged to buy this
drink because of their
advertisement.
c. I am encouraged to buy this
drink because of its popular
advertisement.
Weighted
Mean
Rank
Verbal
Interpretation
3.77
Preferred
3.76
Preferred
3.68
Preferred
30
d. I am encouraged to buy this
drink because it is my
favorite brand.
e. I am encouraged to buy this
drink based on what is being
advertised in television and
other forms of media.
3.77
Preferred
3.60
Preferred
3.72
Preferred
respondents in terms of promotion is preferred with a general weighted mean of 3.72. the
statement I am encouraged to buy this drink based on the artist they used as their
endorser ranked first (WM= 3.77 and VI= Preferred); I am encouraged to buy this
drink because it is my favorite brand ranked 2 nd (WM= 3.77 and VI= Preferred); I am
encouraged to buy this drink because of their advertisement ranked 3 rd (WM= 3.76 and
VI= Preferred); I am encouraged to buy this drink because of its popular advertisement
ranked 4th (WM= 3.68 and VI= Preferred); and I am encouraged to buy this drink based
on what is being advertised in television and other forms of media ranked last (WM=
3.60 and VI= Preferred).
Table 18
CHI-SQUARE
df = 3; Tabular Value = 7.81
Drinks
Carbonated
Drinks
Price
(O-E)^2/E
0.00203517
6
Taste
(O-E)^2/E
0.00039024
4
Color
(O-E)^2/E
0.00065963
1
Promotion
(O-E)^2/E
0.00000000
0
Total
0.00308505
0
31
Health
Drinks
0.00209302
3
0.0004
0.00000000
0
Total
0.00249302
3
0.00557807
4
Table 19
DEGREE OF FREEDOM
Test
Is there any significant
relationship between the
different beverages?
Degree
of
Freedom
X2
Hypothesi
s
Interpretation
0.07
0.0056
Accepted
Accept the
Null
Hypothesis
The table shows the degree of freedom with the computed chi-square of 0.0056
with the tabular value of 7.81. This means that the computed chi-square is less than the
tabular value which makes the null hypothesis accepted.
32
Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter deals with the summary of the findings together with the conclusions and
recommendations derived from the findings of the study.
This study was conducted to identify the relationship between carbonated drinks
and health drinks to the consumer preference as perceived by the selected households of
Specifically, the study sought to answer the following questions:
1. Which of the two drinks the respondents preferred?
33
1
Carbonated Drinks
Health Drinks
2. What factors do respondents consider in buying their preferred drinks in terms of:
2.1
Price
2.2
Taste
2.3
Color
2.4
Promotion
3. Is there any significant relationship between the two different beverages?
This study made use of the descriptive method of research, the questionnaire as
the primary data gathering instrument. Respondents were from the selected households of
Findings
Based on the data gathered in this study, the following findings were drawn up:
1.
The study revealed that sixty seven percent (67%) of the respondents preferred to
buy carbonated drinks; and thirty three percent (33%) preferred to buy health
drinks.
2.
Factors that affect the consumers preferences in buying their preferred drinks in
terms of:
a) Price. It was found out that respondents highly preferred carbonated drinks than
health drinks in terms of price.
b) Taste. It was discovered that respondents highly preferred health drinks than
carbonated drinks in terms of taste.
34
c) Color. It was revealed that respondents highly preferred both the carbonated
drinks and health drinks in terms of color.
d) Promotion. It was found out that carbonated drinks are highly preferred by the
respondents than health drinks in terms of promotion.
To top it all, the first factor 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 factor 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.
Conclusions
Recommendations
In view of the findings and conclusions thereof, the following are recommended:
Several recommendations can be made as a result for conducting this study. First, 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. Second,
companies should focus in improving and using appropriate marketing techniques in
terms of price, color and promotion thereby increasing the demand for health drinks. And
lastly, in companies aspect, this study is worthy to use to determine and to develop the
35
possible new marketing strategies and alternatives considering the factors of the two
drinks, namely the carbonated drinks and health drinks.

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RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS

TO THE CONSUMER PREFERENCE AS PERCEIVED BY THE

An Undergraduate Proposal Presented to the Faculty of the

In Partial Fulfillment of the Requirements for the

Background of the Study

Preferred drinks of the

Which of the two drinks the respondents preferred:

Is there any significant relationship between the two different beverages?

Significance of the Study

Beverage Companies and Distributors

think of new innovations in their products to increase customer satisfaction.

Scope and Limitations

in terms of price, taste, color, and

Mainly observable and measurable characteristics including

gender, income, education, social class, organizational productivity, task orientation,

commercialization of a new product.

Vast is of very great extent or quantity, immense.

Population and Sample Size

Description of the Respondents

Data Gathering Procedure

Chi-square Test Formula:

I buy this drink because it is

I enjoy this drink because

I like this drink because of

I buy this drink because it is

I enjoy this drink because

I like this drink because of

a. I am encouraged to buy this

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