A research paper entitled: A UAI study on the Philippine RTD milk industry

Universal Robina Corporation (URC) has been contemplating for some time, of entering the local ready-to-drink (RTD) milk market and so this group has proposed to conduct an in-depth study that investigates the needs and wants when buying RTD milk. The overall objective of this study is to devise a p...

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Main Authors: Dy, Hubert S., Tan, Jan Dominic D., Tan, Jorge D.
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Language:English
Published: Animo Repository 2005
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Online Access:https://animorepository.dlsu.edu.ph/etd_bachelors/17578
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_bachelors-180912021-11-23T08:27:30Z A research paper entitled: A UAI study on the Philippine RTD milk industry Dy, Hubert S. Tan, Jan Dominic D. Tan, Jorge D. Universal Robina Corporation (URC) has been contemplating for some time, of entering the local ready-to-drink (RTD) milk market and so this group has proposed to conduct an in-depth study that investigates the needs and wants when buying RTD milk. The overall objective of this study is to devise a positioning strategy for a new RTD milk entrant in the Philippines RTD milk market. In order to achieve our objective, the researchers conducted a UAI study. The dairy industry in the Philippines was evaluated. The ready to drink milk market has many entry barriers due to the present number of players, has high capital requirement, the domestic milk market having an import dependent type of industry in this particular dairy product industry. The development of this strategy is vital to ensure a favorable competitive position for URC in case it decides to push through with its plans of entering the said market. A UAI (Usage, Attitude, and Image) survey provided quantitative data on the usage, attitude and perceptions of consumers towards existing RTD brands available in the market. Respondents on the UAI include users (children) and buyers (parents), interviews among the users (Children) were also conducted. The results show that the parents are the ones who influence the children in buying RTD milk. Moreover, nutrition is the most important attribute parents look for in buying RTD milk for their children. 2005-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_bachelors/17578 Bachelor's Theses English Animo Repository Marketing
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Marketing
spellingShingle Marketing
Dy, Hubert S.
Tan, Jan Dominic D.
Tan, Jorge D.
A research paper entitled: A UAI study on the Philippine RTD milk industry
description Universal Robina Corporation (URC) has been contemplating for some time, of entering the local ready-to-drink (RTD) milk market and so this group has proposed to conduct an in-depth study that investigates the needs and wants when buying RTD milk. The overall objective of this study is to devise a positioning strategy for a new RTD milk entrant in the Philippines RTD milk market. In order to achieve our objective, the researchers conducted a UAI study. The dairy industry in the Philippines was evaluated. The ready to drink milk market has many entry barriers due to the present number of players, has high capital requirement, the domestic milk market having an import dependent type of industry in this particular dairy product industry. The development of this strategy is vital to ensure a favorable competitive position for URC in case it decides to push through with its plans of entering the said market. A UAI (Usage, Attitude, and Image) survey provided quantitative data on the usage, attitude and perceptions of consumers towards existing RTD brands available in the market. Respondents on the UAI include users (children) and buyers (parents), interviews among the users (Children) were also conducted. The results show that the parents are the ones who influence the children in buying RTD milk. Moreover, nutrition is the most important attribute parents look for in buying RTD milk for their children.
format text
author Dy, Hubert S.
Tan, Jan Dominic D.
Tan, Jorge D.
author_facet Dy, Hubert S.
Tan, Jan Dominic D.
Tan, Jorge D.
author_sort Dy, Hubert S.
title A research paper entitled: A UAI study on the Philippine RTD milk industry
title_short A research paper entitled: A UAI study on the Philippine RTD milk industry
title_full A research paper entitled: A UAI study on the Philippine RTD milk industry
title_fullStr A research paper entitled: A UAI study on the Philippine RTD milk industry
title_full_unstemmed A research paper entitled: A UAI study on the Philippine RTD milk industry
title_sort research paper entitled: a uai study on the philippine rtd milk industry
publisher Animo Repository
publishDate 2005
url https://animorepository.dlsu.edu.ph/etd_bachelors/17578
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