Consumer nationalism strategies as applied to JanSport, Philippines

• Main Authors: Chua, Jacqueline Macy Y. R., Pua, Diana Joy G., Sy, Gail Eleanor U., Zarate, Dominic Christian M.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Consumer protection; Bag > Philippines; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10630
• Institution: De La Salle University

This study examined the degree of responsiveness of undergraduate De La Salle University students to focusing events. Subsequently, it also researched the relationship between the degree of responsiveness to the consumers intent to buy merchandise with nationalistic designs. The subject of this case study was JanSport, Philippines, a globally renowned bag brand. Aside from these objectives, it also explored the best strategy for the brand to pursue given their current brand position. The instrument used for this study were the survey, the interview and the strategic management matrices. The survey respondents were 375 undergraduate students of De La Salle University. The interview respondents were the local management team of JanSport, which consists of the brand manager and assistant brand manager. Strategic management matrices aided in the data analysis of the internal and external factors gathered from the two aforementioned research instruments. Results showed that the response to focusing events is not high. However, there is a direct proportional relationship between the students admiration for national heroes to their intent to buy products with nationalistic designs. The strategy that resulted from the strategic management matrices for JanSport, Philippines was to move their product with a nationalistic design, the My Pilipinas bag, from the limited edition line and make it a mainstay in their general product line.