A marketing research paper for MYX

• Main Authors: Camacho, Allen Brent T., Dy, William Fredric Q., Go, Glaiza Beryl S.
• Format: text
• Language: English
• Published: Animo Repository 2006
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17552
• Institution: De La Salle University

Myx is currently the number one music channel in the Philippines. It is currently dominant in both C and D market. An example of their popularity in the said segment is the recent success of Myx Mo a free annual concert organized buy Myx featuring live performances from the country's top song artists. Each year the concert expects 80,000 people in attendance, and just recently, 100,000 people come to Myx Mo 2006. Myx maybe dominant in this segment, yet the channel is unable to tap the AB youth segment. Mr. Jerico Catalan, Marketing Specialist of Myx called upon the group to conduct a research on this bothering hurdle that Myx is faced with. The researchers narrowed our respondents to students coming from Ateneo de Manila University, De LaSalle University, University of Asia and the Pacific, Xavier School, and Immaculate Conception Academy. The researchers used surveys, interviews, and focus group discussions as primary data, while Library research from books, articles, journals, and previous research papers were used as secondary data. Microsoft Excel was used to tabulate the results of the survey. The researchers assure quality survey results because every respondent was closely guarded by a member of the group. A lollipop incentive was given to every respondent who took the survey results.