36

RELATIONSHIP BETWEEN CARBONATED DRINKS AND HEALTH DRINKS TO THE CONSUMER PREFERENCE AS PERCEIVED BY THE SELECTED HOUSEHOLDS OF BARANGAY MACABLING IN THE CITY OF SANTA ROSA LAGUNA

An Undergraduate Proposal Presented to the Faculty of the Polytechnic University of the PhilippinesSanta Rosa, Laguna

In Partial Fulfillment of the Requirements for the Degree Bachelor in Business AdministrationMajor in Marketing Management

ByFevelyn D. BucioJessica Lorraine D. De BorjaMariel Danica M. GalasaoRessie S. OrzoMark Anthony P. Tambor

Angelita E. Nocon, MSubject Facilitator

March 2015Chapter ITHE PROBLEM AND ITS BACKGROUND

IntroductionDrinking has been a large part of socializing throughout the centuries. Beverages and drinks areliquidsspecifically prepared forhumanconsumption. In addition to basic needs, beverages form part of the cultureof human society. Nowadays, drinks industry comprises companies that manufacture non-alcoholic beverages and carbonated mineral waters or concentrates and syrups for the manufacture of carbonated beverages. Euromonitor International defines carbonated drinks as non-alcoholic drinks into which carbon dioxide gas has been dissolved. Carbonating beverages, introducing CO2 into the drink mix under pressure, makes the drink slightly more acidic which serves to sharpen the flavor and produces a slight burning sensation.And, it also helps preserve the drink longer without going bad while Harvard School of Public Health Nutrition Source defines health drinks as beverages that are limited or consumed in moderation, including diet drinks, fruit juice and milk.Different beverages have been well accepted by consumers. In the midst of the rapidly growing beverage demand, the industry on the whole is encountering new opportunities and challenges. Changing consumer demands and preferences require new ways of maintaining current customers and attracting new ones. Along with ever increasing competition, beverage companies must intensely court customers, offer high quality products, efficiently distribute them, ensure safety and keep prices low all while staying nimble enough to exploit new markets by launching new products. Recent developments in beverage consumption and challenges in marketing have heightened the need for searching the consumers' needs and preferences.According to Kotler, the consumer market is very vast, and thus there is great demand for an enormous variety of goods and services, especially as consumers differ from one another in that of age, gender, income, education level, and tastes. Moreover, the relationships between different consumers, as well as their contact with other elements of the world surroundings, affect their choice of products, services, and companies.As a consumer, trends drive innovation and purchase behavior. New product innovation is driven by consumer demand for more unique and experimental flavor combinations. Over two thirds of consumers are willing to experiment with new foods and beverages, offering plenty of opportunity for product development.Consumer preferences is used primarily to mean to select an option that has the greatest anticipated value among a number of options by the consumer in order to satisfy his/her needs or desires. Preferences indicate choices among neutral or more valued options available. The preference of the consumer is the result of their behavior they show during searching, purchasing and disposing the products.Therefore, we came up to the problem of determining the relationship between the carbonated drinks and health drinks to the consumer preference.

Background of the Study

PROCESSAssessment of Factors of Consumer Preferences through1.1 Survey Questionnaires1.2 Interview 1.3 Observation OUTPUTSignificant relationship between the two different beverages to the consumer preferenceINPUTPreferred drinks of the respondents in terms of:Carbonated Drinks Health DrinksFactors that affect buying behavior of consumers between carbonated drinks and health drinks2.1 Price2.2 Taste2.3 Color2.4 PromotionConceptual Framework

FEEDBACK LOOP Fig. 1 Paradigm of the StudyThis study uses input, process, output model. Input includes the preferred drinks of the respondents and factors that affect the consumer preference of carbonated drinks and health drinks in terms of price, taste, color, and promotion. Process intends to make the present study verifiable which includes survey questionnaires, interview and observation. Output aims to present the expected result of this study based on the relationship between the two beverages namely: carbonated drinks and health drinks as perceived by households of Barangay Macabling in the City of Santa Rosa, Laguna. Statement of the ProblemThis study aims to determine the relationship between carbonated drinks and health drinks to the consumer preference as perceived by selected households of Barangay Macabling in the City of Santa Rosa, Laguna.Specifically, the researchers intend to answer the following questions:1. Which of the two drinks the respondents preferred:0. Carbonated Drinks0. Health Drinks1. What factors do respondents consider in buying their preferred drinks in terms of:2.1Price2.2Taste2.3Color2.4Promotion3.Is there any significant relationship between the two different beverages?

HypothesisThere is no significant relationship between the carbonated drinks and health drinks to the consumer preference as perceived by selected households of Barangay Macabling in the City of Santa Rosa, Laguna.

Significance of the Study Other ResearchersThe study will benefit the other researchers that will add to the growing body of informationin the field of educational research. The result of the study will be serving as a guide and material to a better understanding of other researchers who would like to embark on a conduct of study of similar nature. Beverage Companies and DistributorsThe study will help the beverage companies and distributors to improve and to think of new innovations in their products to increase customer satisfaction. Beverage patronsThe study will help soft drink patrons in their decision making in choosing the best available options in order for them to be aware in fulfilling their needs.

Scope and LimitationsThis research study focus on the relationship between carbonated drinks and health drinks to the consumer preference as perceived by households of Barangay Macabling in the City of Santa Rosa, Laguna in terms of price, taste, color, and promotion. The samples were taken from the households with a total of 3920, but only 363 individuals were selected for the study.

Definition of TermsTerms here are conceptually and operationally defined for better understanding of the readers.Behavioral variables are the criteria or yardsticks for measuring and comparing among different individuals. Mainly observable and measurable characteristics including gender, income, education, social class, organizational productivity, task orientation, recall memory, recognition memory, and achievement (Kerlinger & Lee, 2001).Beverages are any one of various liquids for drinking, usually excluding water specifically prepared for human consumption.Consumer Preference is the study of how people buy, what they buy and when they buy. It involves how consumers select goods and services.Carbon Dioxide is a naturally occurring chemical compound composed of two oxygen atoms each covalently double bonded to a single carbon atom.Carbonateddrinkis a beverage that has hadcarbon dioxidedissolved into it for some reason, most often to improve the taste, texture, or both. It is cold drink that is usually sweet, does not contain alcohol, and is often sold in bottles or cans.Embark is to begin a course of action, especially one that is important or demanding.Enormous is very large in size, quantity, or extent.Health Drink is a beverage that claims to be beneficial to health.Outlet is abrick and mortaror onlineretail storein whichmanufacturerssell their stock directly to the public.Product Development is a system of defined steps and tasks such as strategy, organization, concept generation, marketing plan creation, evaluation, and commercialization of a newproduct.Purchase Behavior is the decision processes and acts of people involved inbuyingand using products.Vast is ofverygreatextentor quantity,immense.

Chapter IIIMETHODOLOGY OF RESEARCH

This chapter includes the methods of research, population, and sample size, descriptions of the respondents, instrumentation, data gathering procedure, and statistical treatment of data.

Research MethodDescriptive Research intends to describe and interpret what is. It reveals conditions or relationships that exist or do not exist, practices that prevail or do not prevail, beliefs of points of view or attitudes that are not held, processes that are going on or otherwise, effects that are being felt, or trends that are developing. It attempts to interpret the present. In business research, it may reveal status of old and new products, consumer product acceptance or preferences, advertising schemes, market trends and other studies pertinent to business operation.

Population and Sample SizeThe total household of the study is three thousand nine hundred twenty (3920) respondents in Barangay Macabling City of Santa Rosa, Laguna. The source of the information is from the Municipal Hall of Barangay Macabling in the City of Santa Rosa, Laguna.

To determine the sample size of the total population the researcher used:Slovens Formula Nn = 1 + Ne2Where:n = number of sampleN = total population1 = constante = margin of error (5%) 3920N = 1 + 3920 (5%)2

3920 = 1 + 3920 (0.05)2

3920 = 1 + 3920 (0.0025)

3920 = 1 + 9.8

3920 = 10.8

n 362.96 or 363

Description of the RespondentsThe researchers have three hundred sixty-three (363) respondents from the selected households of Barangay Macabling in the City of Santa Rosa, Laguna.

InstrumentationThe survey questionnaire is use as a research instrument. The questionnaire will focus in the Relationship of Carbonated Drinks and Health Drinks to the consumer preference as perceived by selected households of Barangay Macabling in the City of Santa Rosa, Laguna.WEIGHTED MEANVERBAL INTERPRETATION

4.50 5.00Highly Preferred

3.40 4.49Preferred

2.60 3.39Slightly Preferred

1.80 2.59Less Preferred

1.00 1.79Not Preferred

Data Gathering ProcedureThe researcher will use the following data gathering procedure for the study. First, the researchers will observe the consumers of the two beverages in Barangay Tagapo City of Santa Rosa, Laguna. Then, the group will proceed in survey questionnaire that is focus on the Relationship of Carbonated Drinks and Health Drinks. The primary data will be gathering by means of visiting the barangay and conducting a survey questionnaire to the respondents. The researcher also need the secondary sources of data coming from books and published materials related to the study. The researcher of the study has chosen the random sampling.

Statistical Treatment of DataThe researchers will use statistics as the basic tools of measurement research, in order to analyze the data gathering by the researchers. The researcher will use Slovens formula for the purpose of computing the sample size; Likert Scale for verbal interpretation and to interpret the weighted mean and weighted mean which is useful indicator of finding the most and at the same time the least favored of the respondents in the group and lastly, Chi-square Test Formula for testing goodness of fit is used to decide whether there is any difference between the observed (experimental) value and the expected (theoretical) value.

Slovens Formula: Nn = 1 + Ne2Where:n = Number of sampleN = Total population1 = Constante = Margin of error (5%)

Frequency and Percentage Formula:% = f/n (100) Where:% = Percentagef = Frequency n = Number of total respondents

Weighted Mean Formula:WM = fiwi wiWhere:f = Frequencyn = Number of samplesw = Weight factor

Chi-square Test Formula: Where:O = Observed frequencyE= Expected frequency= SummationX2= Chi Square value

Chapter IVPRESENTATION, ANALYSIS AND INTERPRETATION OF DATAThis chapter shows the tabulated, analyzed and interpreted data on the questionnaires answered by the selected households of Barangay Macabling in the City of Santa Rosa, Laguna posited in the study.Table 1PREFERRED DRINKS OF THE RESPONDENTSDrinksFrequencyPercentage

Carbonated Drinks24367%

Health Drinks12033%

Total363100%

The table shows the preferred drinks of the respondents. Out of three hundred sixty three (363) respondents, two hundred forty three (243) or sixty seven percent (67%) preferred carbonated drinks; and one hundred twenty (120) or thirty three percent (33%) preferred health drinks.

Table 2Factors that Affect the Consumers Preferences in Buying Carbonated Drinks in terms of PriceLevelQ1Q2Q3Q4Q5

f%F%F%F%f%

5180509927143391323614540

41012818852112311574314039

367185214952646135114

212321641103154

1313192185123

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying carbonated drinks in terms of price. In Question 1, out of three hundred sixty three (363) respondents, one hundred eighty (180) or fifty percent (50%) are highly preferred; and three (3) or one percent (1%) is not preferred. In Question 2, one hundred eighty eight (188) or fifty two percent (52%) are preferred; and three (3) or one percent (1%) is not preferred. In Question 3, one hundred forty three (143) or thirty nine percent (39%) are highly preferred; and four (4) or 1 percent is less preferred. In Question 4, one hundred fifty seven (157) or forty three percent (43%) are preferred; and ten (10) or three percent (3%) are less preferred. And in Question 5, one hundred forty five (145) or forty (40%) are highly preferred; and twelve (12) or three percent (3%) are not preferred.

Table 3Factors that Affect the Consumers Preferences in Buying Carbonated Drinks in terms of TasteLevelQ1Q2Q3Q4Q5

f%F%F%F%F%

51825012434134371423910830

41233415743153421494110830

352146418611757169827

23112312392319

131623162185

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying carbonated drinks in terms of taste. In Question 1, out of three hundred sixty three (363) respondents, one hundred eighty two (182) or fifty percent (50%) are highly preferred; and three (3) or one percent (1%) is not preferred. In Question 2, one hundred twenty four (124) or thirty four percent (34%) are highly preferred; and six (6) or two percent (2%) are not preferred. In Question 3, one hundred thirty four (134) or thirty seven percent (37%) are highly preferred; and three (3) or one percent (1) is less preferred. In Question 4, one hundred forty two (142) or thirty nine percent (39%) are preferred; and six (6) or two percent (2%) are less preferred. And in Question 5, one hundred eight (108) or thirty (30%) are highly preferred; and eighteen (18) or five percent (5%) are not preferred.

Table 4Factors that Affect the Consumers Preferences in Buying Carbonated Drinks in terms of ColorLevelQ1Q2Q3Q4Q5

F%F%F%F%f%

510228832310128117327721

41674612434158441283513437

36518107297621722010930

21543710164226288

1144123123247154

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying carbonated drinks in terms of color. In Question 1, out of three hundred sixty three (363) respondents, one hundred two (102) or fifty percent (28%) are highly preferred; and fourteen (14) or four percent (4%) are not preferred. In Question 2, eighty three (83) or twenty three percent (23%) are highly preferred; and twelve (12) or three percent (3%) are not preferred. In Question 3, one hundred one (101) or twenty eight percent (28%) are highly preferred; and twelve (12) or three percent (3) are less preferred. In Question 4, one hundred seventeen (117) or thirty two (32%) are preferred; and twenty four (24) or seven percent (7%) are less preferred. And in Question 5, seventy seven (77) or twenty one (21%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred.

Table 5Factors that Affect the Consumers Preferences in Buying Carbonated Drinks in terms of PromotionLevelQ1Q2Q3Q4Q5

f%F%F%F%f%

5133379125112301143110629

41072914640129361433912334

382239025812281229827

2206247257195226

121612316462144

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying carbonated drinks in terms of promotion. In Question 1, out of three hundred sixty three (363) respondents, one hundred thirty three (133) or thirty seven percent (37%) are highly preferred; and twenty one (21) or six percent (6%) are not preferred. In Question 2, ninety one (91) or twenty five percent (25%) are highly preferred; and twelve (12) three percent (3%) are not preferred. In Question 3, one hundred twelve (112) or thirty percent (30%) are highly preferred; and sixteen (16) or four percent (4) are less preferred. In Question 4, one hundred fourteen (114) or thirty one percent (31%) are preferred; and six (6) or two percent (2%) are less preferred. And in Question 5, one hundred six (106) or twenty nine (29%) are highly preferred; and fourteen (14) or four percent (4%) are not preferred.

Table 6Factors that Affect the Consumers Preferences in Buying Health Drinks in terms of PriceLevelQ1Q2Q3Q4Q5

f%F%F%F%F%

5119339927115321373810128

41524217648106291343715543

3712067181062959167420

2185123247154247

1319212318592

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying health drinks in terms of price. In Question 1, out of three hundred sixty three (363) respondents, one hundred nineteen (119) or thirty three percent (33%) are highly preferred; and three (3) or one percent (1%) is not preferred. In Question 2, ninety nine (99) or twenty seven percent (27%) are highly preferred; and nine (9) or two percent (2%) are not preferred. In Question 3, one hundred fifteen (115) or thirty two percent (32%) are highly preferred; and twelve (12) or three percent (3) are less preferred. In Question 4, one hundred thirty seven (137) or thirty nine percent (38%) are preferred; and eighteen (18) or five percent (5%) are less preferred. And in Question 5, one hundred one (101) or twenty eight (28%) are highly preferred; and nine (9) or two percent (2%) are not preferred.

Table 7Factors that Affect the Consumers Preferences in Buying Health Drinks in terms of TasteLevelQ1Q2Q3Q4Q5

F%F%F%f%f%

514440932613437942617648

41444019053136371794912033

363175315902569194512

212312331154103

1001540062123

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying health drinks in terms of taste. In Question 1, out of three hundred sixty three (363) respondents, one hundred forty four (144) or forty percent (40%) are highly preferred; and zero (0) or zero percent (0%) is not preferred. In Question 2, ninety three (93) or twenty six percent (26%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred. In Question 3, one hundred thirty four (134) or thirty seven percent (37%) are highly preferred; and zero (0) or zero percent (0) is less preferred. In Question 4, one hundred thirty seven (137) or twenty six percent (26%) are preferred; and six (6) or two percent (2%) are less preferred. And in Question 5, one hundred seventy six (176) or forty eight (48%) are highly preferred; and twelve (12) or three percent (3%) are not preferred.

Table 8Factors that Affect the Consumers Preferences in Buying Health Drinks in terms of ColorLevelQ1Q2Q3Q4Q5

F%F%F%f%F%

599278523772168198022

41604414339151421464017047

37420882410830109307821

2247257123277267

16222615413492

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying health drinks in terms of color. In Question 1, out of three hundred sixty three (363) respondents, ninety nine (99) or twenty seven percent (27%) are highly preferred; and six (6) or two percent (2%) are not preferred. In Question 2, eighty five (85) or twenty three percent (23%) are highly preferred; and twenty two (22) or six percent (6%) are not preferred. In Question 3, seventy seven (77) or twenty one percent (21%) are highly preferred; and fifteen (15) or four percent (4) are less preferred. In Question 4, sixty eight (68) or nineteen percent (19%) are preferred; and thirteen (13) or four percent (4%) are less preferred. And in Question 5, eighty (80) or twenty two (22%) are highly preferred; and nine (9) or two percent (2%) are not preferred.

Table 9Factors that Affect the Consumers Preferences in Buying Health Drinks in terms of PromotionLevelQ1Q2Q3Q4Q5

f%F%F%f%F%

51153287247721103287621

41133115442144401433913938

3862486241002867189626

2349216339329329

115415492185206

Total363100363100363100363100363100

The table shows the factors that affect the consumers preferences in buying health drinks in terms of promotion. In Question 1, out of three hundred sixty three (363) respondents, one hundred fifteen (115) or thirty two percent (32%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred. In Question 2, eighty seven (87) or twenty four percent (24%) are highly preferred; and fifteen (15) or four percent (4%) are not preferred. In Question 3, seventy seven (77) or twenty one percent (21%) are highly preferred; and nine (9) or two percent (2) are less preferred. In Question 4, one hundred three (103) or twenty eight percent (28%) are preferred; and eighteen (18) or five percent (5%) are less preferred. And in Question 5, seventy six (76) or twenty one (21%) are highly preferred; and twenty (20) or six percent (6%) are not preferred.

Table 10Factors that Affect the Consumers Preference in Buying Carbonated Drinks in Terms of PriceI. PriceWeighted MeanRankVerbal Interpretation

a. I buy this drink because it is affordable.4.221Preferred

b. I buy this drink because it suits my allowance.3.995Preferred

c. I buy this drink because I can buy a bulk of it with lower price.4.043Preferred

d. I buy this drink because of promos and discounts.4.034Preferred

e. I buy this drink because it is worth the price I pay for it.4.082Preferred

General Weighted Mean4.07Preferred

Table 1 shows that the consumer preference in buying carbonated drinks of the respondents in terms of price is preferred with a general weighted mean of 4.07. The statement I buy this drink because it is affordable ranked 1st (WM= 4.22 and VI= Preferred); I buy this drink because it is worth the price I pay for it ranked 2nd (WM= 4.08 and VI= Preferred); I buy this drink because I can buy a bulk of it with lower price ranked 3rd (WM= 4.04 and VI= Preferred); I buy this drink because of promos and discounts ranked 4th (WM= 4.03 and VI= Preferred); I buy this drink because it suits my allowance ranked last (WM= 3.99 and VI= Preferred).

Table 11Factors that Affect the Consumers Preference in Buying Carbonated Drinks in Terms of TasteII. TasteWeighted MeanRankVerbal Interpretation

a. I enjoy this drink because of its sweet taste.4.321Preferred

b. I enjoy this drink because of its delicious taste.4.054Preferred

c. I enjoy this drink because of my favorite flavor.4.112Preferred

d. I enjoy this drink because it meets the taste I want.4.133Preferred

e. I enjoy this drink because it suits to my diet.3.715Preferred

General Weighted Mean4.06Preferred

Table 2 shows that the consumer preference in buying carbonated drinks of the respondents in terms of taste is preferred with a general weighted mean of 4.06. the statement I enjoy this drink because of its sweet taste ranked 1st (WM= 4.32 and VI= Preferred); I enjoy this drink because of my favorite flavor ranked 2nd (WM= 4.11 and VI= Preferred); I enjoy this drink because it meets the taste I want ranked 3rd (WM= 4.13 and VI= Preferred); I enjoy this drink because of its delicious taste ranked 4th (WM= 4.05 and VI= Preferred); and I enjoy this drink because it suits to my diet ranked last (WM= 3.71 and VI= Preferred).

Table 12Factors that Affect the Consumers Preference in Buying Carbonated Drinks in Terms of ColorIII. ColorWeighted MeanRankVerbal Interpretation

a. I like this drink because of its attractive color.3.901Preferred

b. I like this drink because it is colorless.3.475Preferred

c. I like this drink because it is my favorite color.3.882Preferred

d. I like this drink because of its dark color.3.803Preferred

e. I like this drink because of its mild color.3.634Preferred

General Weighted Mean3.74Preferred

Table 3 shows that the consumer preference in buying carbonated drinks of the respondents in terms of color is preferred with a general weighted mean of 3.74. The statement I like this drink because of its attractive color ranked 1st (WM= 3.90 and VI= Preferred); I like this drink because it is my favorite color ranked 2nd (WM= 3.88 and VI= Preferred); I like this drink because of its dark color ranked 3rd (WM= 3.80 and VI= Preferred); I like this drink because of its mild color ranked 4th (WM= 3.63 and VI= Preferred); and I like this drink because it is colorless ranked last (WM= 3.47 and VI= Preferred).

Table 13Factors that Affect the Consumers Preference in Buying Carbonated Drinks in Terms of PromotionIV. PromotionWeighted MeanRankVerbal Interpretation

a. I am encouraged to buy this drink based on the artist they used as their endorser.3.862Preferred

b. I am encouraged to buy this drink because of their advertisement.3.774Preferred

c. I am encouraged to buy this drink because of its popular advertisement.3.725Preferred

d. I am encouraged to buy this drink because it is my favorite brand.3.941Preferred

e. I am encouraged to buy this drink based on what is being advertised in television and other forms of media.3.793Preferred

General Weighted Mean3.81Preferred

Table 4 shows that the consumer preference in buying carbonated drinks of the respondents in terms of promotion is preferred with a general weighted mean of 3.81. The statement I am encouraged to buy this drink because it is my favorite brand ranked 1st (WM= 3.94 and VI= Preferred); I am encouraged to buy this drink based on the artist they used as their endorser ranked 2nd (WM= 3.86 and VI= Preferred); I am encouraged to buy this drink based on what is being advertised in television and other forms of media ranked 3rd (WM= 3.79 and VI= Preferred); I am encouraged to buy this drink because of their advertisement ranked 4th (WM= 3.77 and VI= Preferred); and I am encouraged to buy this drink because of its popular advertisement ranked last (WM= 3.72 and VI= Preferred).

Table 14Factors that Affect Consumers Preference in Buying Health Drinks in Terms of PriceI. PriceWeighted MeanRankVerbal Interpretation

a. I buy this drink because it is affordable.4.011Preferred

b. I buy this drink because it suits my allowance.3.953Preferred

c. I buy this drink because I can buy a bulk of it with lower price.3.125Slightly Preferred

d. I buy this drink because of promos and discounts.3.982Preferred

e. I buy this drink because it is worth the price I pay for it.3.874Preferred

General Weighted Mean3.78Preferred

Table 5 shows that the consumer preference in buying health drinks of the respondents in terms of price is preferred with a general weighted mean of 3.78. the statement I buy this drink because it is affordable ranked 1st (WM= 4.01 and VI= Preferred); I buy this drink because of promos and discounts ranked 2nd (WM= 3.98 and VI= Preferred); I buy this drink because it suits my allowance ranked 3rd (WM= 3.95 and VI= Preferred); I buy this drink because it is worth the price I pay for it ranked 4th (WM= 3.87 and VI= Preferred); and I buy this drink because I can buy a bulk of it with lower price ranked last (WM= 3.12 and VI= Slightly Preferred).

Table 15Factors that Affect Consumers Preference in Buying Health Drinks in Terms of TasteII. TasteWeighted MeanRankVerbal Interpretation

a. I enjoy this drink because of its sweet taste.4.162Preferred

b. I enjoy this drink because of its delicious taste.3.925Preferred

c. I enjoy this drink because of my favorite flavor.4.103Preferred

d. I enjoy this drink because it meets the taste I want.3.944Preferred

e. I enjoy this drink because it suits to my diet.4.211Preferred

General Weighted Mean4.07Preferred

Table 6 shows that the consumer preference in buying health drinks of the respondents in terms of taste is preferred with a general weighted mean of 4.07. The statement I enjoy this drink because it suits to my diet ranked 1st (WM= 4.21 and VI= Preferred); I enjoy this drink because of its sweet taste ranked 2nd (WM= 4.16 and VI= Preferred); I enjoy this drink because of my favorite flavor ranked 3rd (WM= 4.10 and VI= Preferred); I enjoy this drink because it meets the taste I want ranked 4th (WM= 3.94 and VI= Preferred); and I enjoy this drink because of its delicious taste ranked last (WM= 3.92 and VI= Preferred).Table 16Factors that Affect Consumers Preference in Buying Health Drinks in Terms of ColorIII. ColorWeighted MeanRankVerbal Interpretation

a. I like this drink because of its attractive color.3.891Preferred

b. I like this drink because it is colorless.3.674Preferred

c. I like this drink because it is my favorite color.3.723Preferred

d. I like this drink because of its dark color.3.635Preferred

e. I like this drink because of its mild color.3.792Preferred

General Weighted Mean3.74Preferred

Table 7 shows that the consumer preference in buying health drinks of the respondents in terms of color is preferred with a general weighted mean of 3.74. The statement I like this drink because of its attractive color ranked 1st (WM= 3.89 and VI= Preferred); I like this drink because of its mild color ranked 2nd (WM= 3.79 and VI= Preferred); I like this drink because it is my favorite color ranked 3rd (WM= 3.72 and VI= Preferred); I like this drink because it is colorless ranked 4th (WM= 3.67 and VI= Preferred); and I like this drink because of its dark color ranked last (WM= 3.63 and VI= Preferred).

Table 17Factors that Affect Consumers Preference in Buying Health Drinks in Terms of PromotionIV. PromotionWeighted MeanRankVerbal Interpretation

a. I am encouraged to buy this drink based on the artist they used as their endorser.3.771Preferred

b. I am encouraged to buy this drink because of their advertisement.3.763Preferred

c. I am encouraged to buy this drink because of its popular advertisement.3.684Preferred

d. I am encouraged to buy this drink because it is my favorite brand.3.772Preferred

e. I am encouraged to buy this drink based on what is being advertised in television and other forms of media.3.605Preferred

General Weighted Mean3.72Preferred

Table 8 shows that the consumer preference in buying health drinks of the respondents in terms of promotion is preferred with a general weighted mean of 3.72. the statement I am encouraged to buy this drink based on the artist they used as their endorser ranked first (WM= 3.77 and VI= Preferred); I am encouraged to buy this drink because it is my favorite brand ranked 2nd (WM= 3.77 and VI= Preferred); I am encouraged to buy this drink because of their advertisement ranked 3rd (WM= 3.76 and VI= Preferred); I am encouraged to buy this drink because of its popular advertisement ranked 4th (WM= 3.68 and VI= Preferred); and I am encouraged to buy this drink based on what is being advertised in television and other forms of media ranked last (WM= 3.60 and VI= Preferred).

Table 18CHI-SQUAREdf = 3; Tabular Value = 7.81DrinksPriceTasteColorPromotionTotal

(O-E)^2/E(O-E)^2/E(O-E)^2/E(O-E)^2/E

Carbonated Drinks0.002035176

0.000390244

0.000659631

0.000000000

0.003085050

Health Drinks0.002093023

0.0004

00.000000000

0.002493023

Total0.005578074

Table 19DEGREE OF FREEDOMTestDegree of FreedomAX2HypothesisInterpretation

Is there any significant relationship between the different beverages?

30.070.0056AcceptedAccept the Null Hypothesis

The table shows the degree of freedom with the computed chi-square of 0.0056 with the tabular value of 7.81. This means that the computed chi-square is less than the tabular value which makes the null hypothesis accepted.

Chapter 5SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSThis chapter deals with the summary of the findings together with the conclusions and recommendations derived from the findings of the study.This study was conducted to identify the relationship between carbonated drinks and health drinks to the consumer preference as perceived by the selected households of Barangay Macabling in the City of Santa Rosa, Laguna.Specifically, the study sought to answer the following questions:1. Which of the two drinks the respondents preferred?1. Carbonated Drinks1. Health Drinks2. What factors do respondents consider in buying their preferred drinks in terms of:2.1Price2.2Taste2.3Color2.4Promotion3. Is there any significant relationship between the two different beverages?

This study made use of the descriptive method of research, the questionnaire as the primary data gathering instrument. Respondents were from the selected households of Barangay Macabling in the City of Santa Rosa, Laguna. FindingsBased on the data gathered in this study, the following findings were drawn up:1. The study revealed that sixty seven percent (67%) of the respondents preferred to buy carbonated drinks; and thirty three percent (33%) preferred to buy health drinks.2.Factors that affect the consumers preferences in buying their preferred drinks in terms of:a) Price. It was found out that respondents highly preferred carbonated drinks than health drinks in terms of price. b) Taste. It was discovered that respondents highly preferred health drinks than carbonated drinks in terms of taste.c) Color. It was revealed that respondents highly preferred both the carbonated drinks and health drinks in terms of color.d) Promotion. It was found out that carbonated drinks are highly preferred by the respondents than health drinks in terms of promotion.To top it all, the first factor why respondents prefer to buy carbonated drinks was the price (4.07), followed closely by taste (4.06), then promotion (3.81), and the last factor they consider was the color (3.74).The first factor why respondents prefer to buy health drinks was the taste (4.07), next was the price (3.78), then the color (3.74), last factor they consider was promotion (3.72).3. ConclusionsRecommendationsIn view of the findings and conclusions thereof, the following are recommended:Several recommendations can be made as a result for conducting this study. First, the companies must concentrate on creating more awareness level for health drinks although it is quite familiar to consumers but not quite as popular as carbonated drinks. Second, companies should focus in improving and using appropriate marketing techniques in terms of price, color and promotion thereby increasing the demand for health drinks. And lastly, in companies aspect, this study is worthy to use to determine and to develop the possible new marketing strategies and alternatives considering the factors of the two drinks, namely the carbonated drinks and health drinks.