A Research study on the spending and eating habits of college A, B, upper C students in Metro Manila: An opportunity for Nestle Philippines

• Main Authors: Chan, Charito, Lam, Catherine, Sabnani, Kamini, Yu, Marie Lynn
• Format: text
• Language: English
• Published: Animo Repository 1995
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16829
• Institution: De La Salle University

This research study was conducted to explore the market potential for processed food and beverage products amongst A, B, Upper C young adults. Nestle Philippines, Incorporated, being a food company is looking into opportunities to target its products to the teen segment. In order to get a better grasp of this, the focus will be on the spending and eating habits of this segment. The study was conducted among 100 young student adults, aged 16 to 21 years old. The respondents come from a cross section of the top 10 most expensive private colleges and universities within Metro Manila. These learning institutions are classified as belonging to the A, B, Upper C income bracket. Statistical tools were utilized to tabulate the results in order to reflect the information to be analyzed. Based on the evaluation and analysis of the survey results, this paper concludes that the young student adult segment is full of marketing potentials. This is observed in their strong buying power and their ability to make their own purchase decisions. This especially holds true for their food and beverage purchases. This paper also recommends that should products be launched by Nestle to address this segment, it should be targeted initially in the snack food category. This study indicated that afternoon snacks is a particularly viable occasion and daytime segment for processed food and drinks.