Effects of Nutritional Marketing to CALABARZON Private Senior High School Students’ Buying Attitude toward K19ookies

• Main Authors: Brosoto, Ivan Joe Vincent V., Laboriante, Katrina A., Coronacion, Frank Ivan Cedric V., Tobias, Krisitn Elisha L., Mendoza, Jean A.
• Format: text
• Published: Animo Repository 2022
• Subjects: nutritional marketing; buying attitude; marketing awareness; levels of involvement; Social and Behavioral Sciences
• Online Access: https://animorepository.dlsu.edu.ph/sinaya/vol1/iss3/4; https://animorepository.dlsu.edu.ph/context/sinaya/article/1051/viewcontent/4_SocSci_and_Business_Manuscript__2_Effectiveness.pdf
• Institution: De La Salle University

This study evaluated the effects of nutritional marketing of UniTreats Co.'s K₁₉ookies on the buying attitude of its target market, the Senior High School (SHS) students. Moreover, this study sought to gather precise and relevant data on both variables and further define and understand them. This is to weigh positive and negative outcomes of the said variables and develop more or divert from nutritional marketing strategies in the future. As a mixed-method research study, self-administered questionnaires and one-on-one interviews were used to gather data from the respondents. Thirty (30) SHS students participated in answering the questionnaires provided by the researchers. On the other hand, ten (10) interviewees were engaged in one-on-one interviews held by the researchers. Further, the study revealed that the average respondent has a “Middle-level of awareness,” indicating that they are aware of the several forms of nutritional marketing by K19ookies. In the context of the students’ buying attitude toward K19ookies., the study revealed that the average respondent has “Medium Involvement.” Finally, the researchers have concluded that nutritional marketing significantly affects the buying attitude of SHS students toward K19ookies.