000			02459 a2200241 4500
005			20260717092929.0
082			_aTH 378.242 C7586 2026
100	1		_aSibulangcal, Alyona Lei S.
245			_aConsumer awareness on marketing strategies of selected locally produced goods / _cAlyona Lei S. Sibulangcal, Paulen Joy M. Bangoy, Mary Isabel A. Nicolas, Rhoda Mitzi M. Marfil, Mikel Josuah Nieves, Jicel F. Lacro
264		1	_aSibalom, Antique : _bUniversity of Antique, _c2026
300			_axii, 113 pages : _billustrations ; _c28 cm
504			_aIncludes bibliographical references.
520			_aAbstract This study aimed to determine the consumer awareness on marketing strategies of selected locally produced goods in Antique. Specifically. it assessed consumer awareness of selected local products such as Kapi-Uma, Yolie's s Products and Ale Products. The study was anchored on the Marketing Mix Theory, which evaluated its marketing strategies in terms of product, price, place and promotion. A descriptive quantitative design was utilized and data were gathered using online survey questionnaires that were distributed to 120 respondents through convenience sampling. Statistical tools such as frequency, percentage median, Mann-Whitney U-Test and Kruskal-Wallis H-Test were used to analyze the data. Findings revealed that consumers were predominantly 22 years old and below, female and student. Consumer awareness of locally produced goods was moderate, more than half of the respondents were unfamiliar with the products. However, the marketing strategies were rated as high in terms of product, place, price and promotion. In the extent of marketing strategy, there is no significant difference in the evaluation when classified as to sex and age. However, a significant difference is observed when classified as to occupation particularly in terms of price and product. The study concluded that strengthening the marketing strategies and improving visibility are necessary to enhance consumer awareness and support local business growth in Antique. Keywords: Awareness, Marketing Strategy, Local Products, Marketing Mix
526			_aTH _bCMG
650			_aHigher Education _vTheses and dissertations
650			_aConsumer behavior
700	1		_aBangoy, Paulen Joy M.
700	1		_aNicolas, Mary Isabel A.
700	1		_aMarfil, Rhoda Mitzi M.
700	1		_aNieves, Mikel Josuah
700	1		_aLacro, Jicel F.
942			_2ddc _cTH
999			_c41719 _d41719