University of Makati J.P Rizal ext.

, West Rembo Makati City

PRODUCT AWARENESS AND SALES PROMOTION OF BIRCH TREE FULL CREAM MILK AS PERCEIVED BY THE STUDENT OF THE UNIVERSITY OF MAKATI FOR THE YEAR 2011

Arminah Grace N. Reyes III-CMK

Prof. Arthur S. Alvarez

October 2011

CHAPTER I THE PROBLEM AND ITS BACKGROUND This chapter shows the following: introduction, company profile, and statement of the problem, scope and limitations of the study, significance of the study, market research objectives, and operation of terms. Introduction

Milk is a white liquid produced by the mammary glands of mammals. It is the primary source of nutrition for young mammals before they are able to digest other types of food. Early-lactation milk contains colostrums, which carries the mother's antibodies to the baby and can reduce the risk of many diseases in the baby. The precise components of raw milk vary by species and by a number of other factors, but it contains significant amounts of saturated fat, protein and calcium as well as vitamin C. Cow's milk has a pH ranging from 6.4 to 6.8, making it slightly acidic. According to the National Dairy Council, milk is filled with nine essential nutrients that benefit our health: Calcium: Builds healthy bones and teeth; maintains bone mass; Protein: Serves as a source of energy; builds/repairs muscle tissue; Potassium: Helps maintain a healthy blood pressure; Phosphorus: Helps strengthen bones and generate energy; Vitamin D: Helps maintain bones; Vitamin B12: Maintains healthy red blood cells and nerve tissue; Vitamin A: Maintains the immune system; helps maintain normal vision and skin; Riboflavin (B2): Converts food into energy; Niacin: Metabolizes sugars and fatty acids. In other words, milk packs quite a punch when it comes to nutritionand you don't have to drink a gallon to reap the benefits, the National

Dairy Council says. In fact, the council says that just one 8-ounce glass of milk provides the same amount of vitamin D you'd get from 3.5 ounces of cooked salmon, as much calcium as 2 1/4 cups of broccoli, as much potassium as a small banana, as much vitamin A as two baby carrots and as much phosphorus as a cup of kidney beans!

The Philippine Food and Nutrition Research Institute (FNRI) proposed the Recommended Energy and Nutrition Intakes (RENI) to emphasize that the standards are in terms of nutrients and not on food or diets. RENIs are defined as levels of intakes of energy or nutrients to which the basis of current scientific knowledge are considered adequate for the maintenance of health and well being. The RENI for calcium of Filipinos are based on the theoretical estimates which take into account the need to protect children whose skeletal needs are much more important determinants of calcium requirements. In this case, calcium supplementation has been found to have a beneficial effect on those with low calcium intake. Most Filipinos do not meet the required calcium intake making them prone to calcium deficiency-related diseases such as osteoporosis, according to a recent survey. Results of the 7th National Nutrition Survey (NNS) show that children six to 12 years old have the lowest consumption of calcium with an average of 0.26 grams per day. Calcium requirement differs according to population groups and gender. Male and female Filipino adults aged 19 to 64 years old need 750 milligrams of calcium per day, while those aged 65 years old and above need 800mg/day.

Birch Tree Full Cream Milk Powder is a product from the Philippines manufactured by the Snow Mountain Dairy Corporation, a business unit belonging to the Century Pacific Group of Companies (same group

manufacturing Century Tuna, Argentina, etc). Snow Brand has refocused on its original corporate mission of contributing to consumer health by providing superior milk and dairy products. For delicious, worry-free products, we are carrying out integrated quality assurance activities from raw materials procurement and production to distribution and sales. Our strategy includes establishing a product safety inspection department; thorough implementation of Hazard Analysis and Critical Control Point (HACCP) Management; enhancing plant inspection systems; reinforcing the quality assurance system for the Snow Brand group; and establishing a new food hygiene research facility and contributes research results to society.

Snow Brand Milk Products Company, Ltd. once operated as the largest-and most respected--dairy concern in Japan. During 2000, however, several of the company's milk related products were responsible for widespread instances of food poisoning among Japanese consumers. Just as the firm began to restructure and slowly recover from the incident, subsidiary Snow Brand Foods Co. was named in a beef labeling scandal. As a result, the company announced in 2002 that it would spin off all of its businesses and transfer its milk and dairy drink business to the National Federation of Agricultural Cooperatives Associations and trading firm Itochu Corp.

Because of high competition exist in the market, Birch Tree Full Cream Milk is now decreasing the sales and its number of competitors is fast growing in the market. Another factor is that the product has no new strong brand image and advertising strategy. Almost Pilipino prefers to buy products with good public image.

Company Background

Century Pacific Group of Companies

Century

Pacific

Group

of

Companies,

through

its

subsidiaries,

manufactures, markets, and distributes sea food, beef and meat, and milk products. Its sea foods include fish, canned and pouched tuna, and frozen loins. The company sells its products through supermarkets and grocery stores. It exports its products to the United States, Canada, Europe, Asia, and Africa. The company is based in Pasig City, the Philippines.

VISION

We will be respected as a team of passionate, consumer-oriented, professional entrepreneurs committed to lead and work together to delight families in the Philippines, the region, and the world. Guided by Divine Providence, we will be a company of choice of every household and trade partner, valued and trusted for our brands and products that deliver quality, service, taste, convenience, innovation and affordability.

MISSION

Only a group that shares one mission, united by a common purpose, all pulling in the same direction, guided by Divine Providence can set in motion and realize the Mission of Century Pacific Group. This team knows that our destiny will be a shared one. Success becomes attainable if we go together as a team. VALUES Respect for the Individual Teamwork Passion THE-TREE-OF-LIFE The Tree of Life is a symbol of life and fertility. When nurtured, it grows tall and strong. Providing shade from the heat or shelter in a storm. The Tree also bears fruit that gives nourishment and prosperity. The Core Values of Century Pacific Group are symbolized by the Core Values Tree, each part represents a value that is integral to who we want to be, how we treat each other, and how we relate to all the company's stakeholders. The leaves of the CPG VMV Tree represent the Core Value of Respect for the Individual. Each leaf is unique and small relative to the whole and yet each one's contribution is welcome and integral to the big picture. The roots at the bottom of the CPG VMV Tree form the base by which the company is founded on. Together, they bear the weight of the whole tree with little difficulty. They represent the Core Value of Teamwork. The topmost branch represents CPG's Humility Unity Malasakit

Core Value of Passion for Excellence. It symbolizes the company's continuous effort to reach the highest corporate ideals and ambitions. The branches that hold together the CPG VMV Tree may be hidden by the leaves, but they are the sturdy structures that support the form of the whole. They represent the Core Value of Humility. The trunk of the CPG VMV Tree represents the Core Value of Unity. Members of the group are as one in its objectives and are as sturdy and firm in conviction as the solid body of the tree. The shade that the CPG VMV Tree provides a smaller sapling represents the Core value of Malasakit. Its branch extends outward to provide refuge to those in need, a symbol of compassion and sacrifice, and taking care of what's entrusted to each of us. Mile stone 1978 Century Pacific Group started out as little more than a vision in the mind of Mr. Ricardo S. Po, Sr.In 1978, after 3 years of diligent research and study, Century Canning Corporation was established in the Philippines as a pioneering tuna canning facility focusing mainly on processing and exporting the abundant supply of tuna in Philippine waters. 1983 The Philippine`s biggest canned tuna exporter. 1983 Launched 555 Sardines 1986 Launched Century Tuna 1995 Launched Argentina Corned Beef 1998 Built sardine plant in Zamboanga

1999 Incorporated General Tuna Corporation 2001 Launched Yoshinoya restaurants 2001 Acquired and launched Birch Tree. It was also in 2001; fully embracing the learnings from the saving grace of diversification, that Mr. Po led the introduction of Birch Tree Full Cream Powdered Milk in the Philippines in 2001. 2003 Launched Angel Milk 2008 Acquired Kaffe de Oro and Home Pride 2009 Introduced Century Marinated Bangus. CENTURY PACIFIC GROUPS Our common purpose: To nourish and delight everyone, everyday, everywhere *CENTURY CANNING CORPORATION Century Canning Corporation is the marine and tuna enterprise of Century Pacific Group. * GENERAL TUNA CORPORATION General Tuna Corporation serves as the export arm of Century Pacific Group. * PACIFIC MEAT COMPANY INC. The Pacific Meat Company, Inc. is the group`s meat subsidiary. * SNOW MOUNTAIN DAIRY CORPORATION In 2001, CPG expanded into the canned milk market with Snow Mountain Dairy Corporation via the liquid milk and powdered milk brands that include Angel

Evaporada, Angel Filled Milk, Angel Condensada, Birch Tree Filled Milk, and Birch Tree Powdered Milk. * PACIFICA AGRO-INDUSTRIAL CORPORATION Pacifica Agro-Industrial Corporation (PAIC) is a wholly-owned subsidiary of Century Pacific Group and is engaged in the processing and manufacturing of marine by-products, namely fish meal and fish oil. * COLUMBUS SEAFOODS CORPORATION Columbus Seafoods Corporation packs value with good taste and quality in the canned sea foods category. * CENTURY INTERNATIONAL (CHINA) CO., LTD. Century International (China) Company Limited is a joint venture between Century Pacific Group of Companies and Thai Union Manufacturing Company, Ltd., and imports, markets, and distributes international food products like Century Tuna and Fish snack foods. * YOSHINOYA-CENTURY PACIFIC, INC. Yoshinoya-Century Pacific, Inc. is the fast food and retail arm of Century Pacific Group, catering to the growing market for food consumed outdoors. Yoshinoya, a renowned fast food restaurant chain in Japan, was introduced by YCPI in the Philippines in 2001. PRODUCT LINE SEGMENTATION CENTURY TUNA (Think Healthy, Think Century Tuna.) ARGENTINA (Sarap at Sustansya, Pinagsama Na!)

555 (Sarap and Sulit.) CENTURY QUALITY (Century Quality products are CPG's packaged seafoods that use farmed and cultured species.) BIRCH TREE (It's everybody's milk!) ANGEL (Mas creamy, mas masarap.) BLUE BAY (Deliciously irresistible) WOW ULAM (Perfect for the busy, discriminating and budget conscious working class!) FRESCA ('Di ka mabibitin sa sarap!) LUCKY 7 (Good taste, good quality, and excellent value) SHANGHAI (quality, versatility, and value for money.) HOME PRIDE (Sabaw palang, ulam na, sa presyong abot-kaya!) KAFFE DE ORO (so rich, so creamy! Aroma palling, masarap na! PROTEUS (superior value and international quality standard in marine byproducts.) YOSHINOYA (Japans famous Beef Bowl known as Gyudon) MAINSTREAM PRODUCTS (bring not only products with excellent quality but also create ties that maintain our relationship with our buyers.)

BRANDED EXPORT PRODUCTS (export branded products to continents and territories around the globe.) CENTURY PACIFIC GROUP FOOD SERVICE (The Century Pacific Foodservice Division is the business solutions provider of CPGC.) PRODUCT LIST Birch Tree Full Cream Milk Powder Birch Tree Full Cream Milk is made from 100% pure cow's milk with no added sugar and no added vegetable oil. Kids can enjoy the delicious full cream taste while moms enjoy great savings. Kid Sarap, Laking Tipid, make Birch Tree the Smart Choice. It's everybody's milk!

Variant Birch Tree Full Cream Powder (packs) 26g Birch Tree Full Cream Powder (box) 80g Birch Tree Full Cream Powder (pouch) 80g Birch Tree Full Cream Powder 150g Birch Tree Full Cream Powder (box) 300g Birch Tree Full Cream Powder (pouch) 300g

Case Packing Sizes 15x12 x26g 72x80g 72x80g 24x150g 24x300g 24x300g

Birch Tree Full Cream Powder 700g Birch Tree Full Cream Powder 1.8kg

12x700g 6x1.8kg

Birch Tree Full Cream Milk Powder is a product from the Philippines manufactured by the Snow Mountain Dairy Corporation, a business unit belonging to the Century Pacific Group of Companies (same group

manufacturing Century Tuna, Argentina, etc). Birch Tree Full Cream Milk is made from 100% pure cow's milk, high in calcium and phosphorus which are essential in building bones and maintaining bone health. It's also a good source of Zinc that promotes growth and development, Magnesium that helps maintain muscle and nerve function, Vitamin A for sharp eyesight, and B vitamins (B1 and B2) for good body resistance. Unlike most milk drinks in the market, Birch Tree has no sugar or vegetable oil added. Other filled milk powders or milk powder drinks would have these additives deteriorating the nutritional value of pure cow's milk, hence they are less expensive. Birch Tree has been in the market since the 1970's and made a recent come back with its re-launch in 2009. It has been known for its famous catch phrase "It's everybody's milk!" and its iconic elements (1) cow in the meadow & (2) birch tree on its (3) yellow and green packaging. The product has been developed under the authority of the Holland Creamery and Dairy International Corporation, so value nutrition and quality are guaranteed.

Birch Tree Full Cream Milk are available in 26g, 80g and 300g pouches, 150g and 700g box, 1.8Kg and 2.5Kg cans in local supermarkets and groceries in the Philippines.

Statement of the problem The main inquiry of the study is to determine the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. Specifically it seeks to answer the following questions.

1. What is the demographic profile of the respondent in terms of: 1.1 Age 1.2 Civil Status 1.3 Gender 1.4 Religion 1.5 Level of Income 1.6 Family size 1.7 Occupation status 1.8 Educational attainment 1.9 Nationality 1.10 Makati Residency

2. What are the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011 in terms of:

2.1 Price 2.2 Packaging 2.3 Branding 2.4 Benefits 2.5 Quantity 2.6 Quality 2.7 Competition 2.8 Distribution 2.9 Promotion 2.10 2.11 Advertisement Place

3. What is the significance relationship of the demographic profile to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? 4. What are the problems of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? 5. What is the best solution to improve the level of effectiveness of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011?

Market research objectives The main inquiry of the study is to determine the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. Specifically it seeks to answer the following questions. The objectives of the study are the following: 1. To be able to know the demographic profile of the respondent in terms of: 1.1 Age 1.2 Civil Status 1.3 Gender 1.4 Religion 1.5 Level of Income 1.6 Family size 1.7 Occupation status 1.8 Educational Attainment 1.9 Nationality 1.10 Makati Residency

2. To determine the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011 in terms of: 2.1 Price 2.2 Packaging

2.3 Image 2.4 Benefits 2.5 Quantity 2.6 Quality 2.7 Competition 2.8 Distribution 2.9 Promotion 2.10 2.11 Advertisement Place

3. To ascertain the significance relationship of the demographic profile to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? 4. To determine the problems of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? 5. To determine the best solution to improve the level of effectiveness of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011?

SCOPE AND LIMITATIONS Scope of the study The study was all about the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati for the year 2011, the study will focus only to the of Birch Tree Full Cream Milk. The product awareness refers to the knowledge of the respondent about the product. The sales promotion refers to the level of effectiveness on how the product was introduced to the respondent. The study will conduct inside the University of Makati. The respondent preferred by the researcher was from the student of the university, particularly under CBA program taking up the same course of the researcher which is Bachelor of Science in Marketing or BS MARKETING. The study gathered secondary information from the internet, news articles and the primary data from the respondent of the study Limitations of the study The limitation of the study produce by the Snow Mountain dairy Company under the Century Pacific Group will only Birch Tree Full Cream Milk other product is not included. The study will seek to answer the following questions about, what is the demographic profile of the respondent in terms of: age, civil status, gender, religion and Level of Income. What are the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati for the year 2011 in

terms of: price, packaging, image, benefits, quantity, competition, distribution, and promotion. What is the significance relationship of the demographic profile to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011?What are the problems of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011?What is the best solution to improve the level of effectiveness of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? The result of the study will be limited for the year 2011, the respondent of this study are only student coming from the university of Makati under Bs marketing course. Other colleges department is not included. Other brands of product of the company are not being focus in the study. Significance of the study For the government, to secure the quality of the products. The study gives the insight about Birch Tree milk and other brand milk drinks, and check if the product was beyond proper producing process. For the environment, to secure the balance in nature, the product was made to make things easy. The study will give some concern about the environment values when making products.

For the company itself, to work hard to develop their product, with this study the company might identify the strength and weaknesses, Opportunity and Threats or the SWOT analysis about the product. Improve the product to make it more marketable. For the costumer, the product was made for them, to give them excellent and quality products and to be able to satisfy their needs and wants. The study will identify the consumer needs and wants. For the researcher, while doing this study the researcher will practice and exercise his mental and creative ability which is good. And the study can gain knowledge. For the mutual researcher, who are later on conduct study. They can use this as they reference. The information in this study might help them to finish their study. For marketing students of University of Makati, the respondents of this study. They can use this study as their references for making market research papers. Operational definitions of terms Awareness -personal knowledge about the certain product.

Balance -means environmental friendly. Foundation -source of information about the product. Innovation -changing the external part of the product.

Promotion -the way how the product was being introduced. Sales -the Birch Tree Full Cream Milk product. Wisely -thinking of the level of value.

CHAPTER II RELATED LITERATURE AND STUDIES

This chapter shows the related literature and studies in local and foreign.

Local Literature Milk has often been touted as the most ideal food when it comes to meeting the nutritional needs of human beings. In fact, unlike other mammals, we humans are the only ones who continue to drink milk way past infancy. References to milk can be found in the Bible which portrays Palestine as the land of milk and honey and even the Koran describes milk as pure and pleasant for those who drink, it. In Greek mythology, the goddess Hera accidentally spilled her breast milk and it was transformed into the Milky Way. Closer to home is the Cambodian legend depicting milk as the elixir of immortality that the gods of Angkor fought over.

It is then only fitting that the Philippine dairy industry whose principal product is milk a universal symbol of life and nourishment is given a new lease on life not only through additional funding for the National Dairy Authority but also because of the revitalized and innovative leadership of the Dairy Confederation of the Philippines and the full cooperation and collaboration of dairy farmers and cooperatives.

Because of the growing demand for milk and other dairy products and the fact that a tropical country like the Philippines with its abundant rainfall is ideal for pasture lands, I

cannot overemphasize the amazing potential of the Philippines to emerge as a dairy hub. Technical expertise when it comes to raising animals for milk production is also not lacking in the country. Neither is there a dearth of individuals and groups willing to learn how to be effective and successful dairy farmers. The Dairy Confederation of the Philippines and the National Dairy Authority also has no shortage of supporters and able partners in government who are serious about helping our dairy industry develop and our dairy farmers prosper. Here are critical issues that must be addressed for this to happen: 1. Links must be established between rural producers and urban consumers especially since specialty coffee shops in Metro Manila are increasing their demand for fresh milk. 2. Farmer cooperatives must have better access to institutional credit to allow for herd expansion and better maintenance of animals. 3. The issue of unproductive animals and better feeding practices must also be addressed. 4. Access to veterinary and breeding services should be significantly improved. 5. Farmers must be encouraged and taught to convert milk into other products such as cheese and native milk-based delicacies which will fetch higher prices than liquid milk.

Pasteurization and other methods to increase the shelf-life of milk will also translate to more revenues for the farmers.

Competitiveness is crucial for the survival of small dairy farmers. Efforts must therefore be made to reduce the cost of production. Increasing productivity of the animals, enhanced health care and breeding facilities and management of dairy animals can reduce considerably the cost of milk production.

The theme for this years Dairy Confederation Convention Sa Dairy Ang Kita Ay Daily underscores the regular cash income that farmers will get from milk. Unlike crops such as rice, corn or vegetables that follow cycles of planting and harvesting, dairy farming assures rural folk of continuous income on a daily basis. Additionally, dairy farmers children are also guaranteed a fresh supply of nutritious milk daily. Moreover, since dairy farming is not affected by weather conditions as much as agricultural farming is, there is relatively less risk in this endeavor. Unfortunately, farmers still do not prioritize dairying when their crop yields are good and the weather is favorable. Dairy farming is considered by most as secondary to actual agricultural farming. The Dairy Confederation must encourage a shift in mindset so that dairying will not be treated merely as an insurance against crop failure but must be valued as equally profitable as traditional farming. As far as the government is concerned, its role is clear it must provide adequate funding to promote and protect the dairy industry; it must ensure a fair playing field so that more cooperatives and the private sector will be encouraged to invest in the dairy industry; and it must provide the requisite incentives to give the industry the boost it needs to be truly dynamic and self-sufficient. The Philippines has the dubious distinction of being the only country in Asia that has a single digit tariff on milk and milk products. Other Asian countries like India, Japan,

Vietnam and Thailand all levy taxes more than 10 times the measly 3% that the Philippines imposes on imported milk. I am aware of moves from the National Dairy Authority and the Dairy Confederation of the Philippines to increase the current tariff from 3 to 18% which is the WTO bound rate for liquid milk but this proposal was turned down by the Tariff Commission. If the Dairy Con and the NDA are still interested in pursuing this strategy to protect and develop the young Philippine dairy industry, make prices of locally-produced milk more competitive vis--vis imported brands, and to prevent our markets from being flooded with cheap imported milk, I shall be willing to sponsor a measure not only establishing a Milk Feeding Fund out of the tax collection of the National Government from milk imports like what was filed in both Chambers of Congress in the past years but a measure actually mandating the imposition of higher tariffs on imported milk products. The current tariff rate is abysmally low not only compared to the rates imposed by our neighboring countries; it is also very low compared to the bound rates allowed by the General Agreement on Tariffs and Trade (GATT). In fact, the NDA points out that our actual applied tariff of 3% on milk imports is the same rate enforced by industrialized countries with highly developed dairy industries.

Certainly, we will be hard-pressed to fully develop our own dairy industry if we continue to impose such low taxes to the detriment of the fledgling dairy sector and to the disadvantage of small coop farmers whose local milk will never be able to compete with the very inexpensive imported milk products whose producers are subsidized by their respective governments.

Government must put realistic policies in place to make the Philippine dairy industry competitive and vibrant. But while the government is committed to providing all possible assistance to establish a vigorous dairy industry, there is urgent need for the wholehearted collaboration and support from the private sector to meet global challenges. The support of the private sector is indispensable if the dairy industry will be able to fulfill its vast potentials. It will be instrumental in infusing additional funds and the needed skills that will propel the industry forward. I urge you to take advantage of this largely untapped sector which, I am certain, shall be only too willing to invest in a growing industry. Foreign Literature In 1863, French chemist and biologist Louis Pasteur invented pasteurization, a method of killing harmful bacteria in beverages and food products. In 1884, Doctor Hervey Thatcher, an American inventor from New York, invented the first glass milk bottle, called 'Thatcher's Common Sense Milk Jar', which was sealed with a waxed paper disk. Later, in 1932, plastic-coated paper milk cartons were introduced commercially as a consequence of their invention by Victor W. Farris. The town of Harvard, Illinois celebrates milk with a summer festival known as "Milk Days". Theirs is a different tradition meant to celebrate dairy farmers in the "Milk Capital of the World." Human milk is not produced or distributed industrially or commercially, however, milk banks exist that allow for the collection of donated human milk and its redistribution

to infants who may benefit from human milk for various reasons (premature neonates, babies with allergies, metabolic diseases, etc.) All other female mammals do produce milk, but it rarely or never is used to produce dairy products for human consumption. According to the National Bison Association, American bison (also called American buffalo) are not milked commercially, however, various sources report cows resulting from cross-breeding bison and domestic cattle are good milk producers, and have been used both during the European settlement of North America and during the development of commercial Beefalo in the 1970s and 1980s. Milk is an opaque white liquid produced by the mammary glands of female mammals (including monotremes). It provides the primary source of nutrition for newborn mammals before they are able to digest other types of food. The early lactation milk is known as colostrum, and carries the mother's antibodies to the baby. It can reduce the risk of many diseases in the baby. The exact components of raw milk vary by species, but it contains significant amounts of saturated fat, protein and calcium as well as vitamin C. There are two distinct types of milk consumption: a natural source of nutrition for all infant mammals; and a food product for humans of all ages derived from other animals. In almost all mammals, milk is fed to infants through breastfeeding, either directly or, for humans, by expressing the milk to be stored and consumed later. Some cultures, historically or currently, continue to use breast milk to feed their children until as old as seven years.

In many cultures of the world, especially the Western world, humans continue to consume milk beyond infancy, using the milk of other animals (in particular, cows) as a food product. For millennia, cow milk has been processed into dairy products such as cream, butter, yogurt, ice cream, and especially the more durable and easily transportable product, cheese. Industrial science has brought us casein, whey protein, lactose, condensed milk, powdered milk, and many other food-additive and industrial products. Humans are an exception in the natural world for consuming milk past infancy. Even those humans who drink milk after eating solid foods are uncommon within the whole of humanity. Most humans lose the ability to fully digest milk after childhood (that is, they become lactose intolerant). The sugar lactose is found only in milk, forsythia flowers, and a few tropical shrubs. The enzyme needed to digest lactose, lactase, reaches its highest levels in the small intestines after birth and then begins a slow decline unless milk is consumed regularly. On the other hand, those groups that do continue to tolerate milk often have exercised great creativity in using the milk of domesticated ungulates, not only of cows, but also sheep, goats, yaks, water buffalo, horses, and camels. The term milk is also used for whitish non-animal substitutes such as soy milk, rice milk, almond milk, and coconut milk. Even the regurgitated substance secreted by glands in the mucosa of their upper digestive tract which pigeons feed their young is called crop milk though it bears little resemblance to mammalian milk. Animal milk is first known to have been used as human food at the beginning of animal domestication. Cow milk was first used as human food in the Middle East. Goats and sheep were domesticated in the Middle East between 9000 and 8000 BC. Goats

and sheep are ruminants: mammals adapted to survive on a diet of dry grass, a food source otherwise useless to humans, and one that is easily stockpiled. The animals were probably first kept for meat and hides, but dairying proved to be a more efficient way of turning uncultivated grasslands into sustenance: the food value of an animal killed for meat can be matched by perhaps one year's worth of milk from the same animal, which will keep producing milk in convenient daily portions for years. Around 7000 BC, cattle were being herded in parts of Turkey. There is evidence from DNA extraction of skeletons from the Neolithic period that people in the northern Europe could not consume milk as they were missing the necessary genes to process lactose. Scientists claim it is more likely that the genetic mutation allowing the digestion of milk arose at some point after dairy farming began. The use of cheese and butter spread in Europe, parts of Asia and parts of Africa. Domestic cows, which previously existed throughout much of Eurasia, were then introduced to the colonies of Europe during the Age of exploration. Milk was first delivered in bottles on January 11, 1878. The day is now remembered as Milk Day and is celebrated annually. The town of Harvard, Illinois also celebrates milk in the summer with a festival known as Milk Days. Theirs is a different tradition meant to celebrate dairy farmers in the "Milk Capital of the World." Local Studies Data from the Philippine National Dairy Authority (NDA) shows that in terms of volume, domestic milk production grew 3.44 percent from 12,870 metric tons in 2006 to 13,320 metric tons last year. Value of dairy production in 2007 amounted to P387.11 million ($7.9 million at current exchange rate1). Local milk production is projected to

continue to increase due to the growing demand for fresh milk. The country produces less than one percent of its total annual dairy requirement and imports the balance. As of January 1, 2008, there were an estimated 28,191 dairy animals, an increase of about 8 percent from the previous year, comprised of dairy cattle (13,864), water buffalo (13,416) and dairy goats (911). Dairy cattle numbers, in partic ular, increased by nearly 15 percent due mainly to the on going herd build-up programs of the NDA. Dairy animal numbers are expected to continue increasing by 500-1,000 annually, due to this government program as well as increasing farmgate prices for milk. The Philippines, with an estimated population of 86 million, growing annually at 2.36 percent, is a large market for milk and milk products. Dairy products are the countrys second largest agricultural import after wheat. The countrys dairy industry, which sources 99 percent of its inputs from abroad, is estimated to generate sales of up to $1 billion annually. The Philippines is now the 3rd largest market for U.S. dairy products, after Mexico and Canada. Total dairy exports last year reached $152 million, up nearly 58 percent from 2006. The top US dairy exports to the Philippines in 2007 were: nonfat dry milk powder ($100 million), whey ($23 million) and cheese ($4.3 million). Dairy products are the countrys second largest agricultural import after wheat. In 2007, imports of milk and milk products declined by about 2 percent in liquid milk equivalent (LME), from 1,733 MMT in 2006 to 1,740 MMT last year. While the value of total milk exports grew by as much as 43 percent last year due mainly to the significant rise in world market prices of dairy products which started in 2006 and a slowdown in global milk production. The major country suppliers by volume were New Zealand with

42 percent share of the total imports; followed by the United States with 18 percent and Australia at 13 percent. The National Dairy Authority, an attached agency of the Philippine Department of Agriculture, is mandated to ensure the accelerated development of the Philippine dairy industry through policy and program implementation. The NDA aims to accelerate dairy herd build-up and milk production, enhance dairy business through the delivery of technical services at farm and enterprise levels, increase the coverage of milk feeding programs to reduce malnutrition and mobilize broad support for local milk consumption. Metro Manila remains as the major market for fresh milk classified into business and consumer markets. The business markets include the institutional markets and the retail sector such as coffee shops, hotels, restaurants, supermarkets and small retailers. Meanwhile, the consumer markets include households and schools through the milk feeding program of the government. The main target of local milk processors are the institutional buyers like coffee shops. Specialty coffee shops are good markets because of the continuing trend towards coffee consumption as a lifestyle in the country. Local suppliers are enjoying this market as most coffee shops demand local fresh milk for their coffee concoctions because of its superior taste and ability to promote foaming compared to UHT milk. Custer C. Deocaris of the Cancer Research and Radiation Biology Laboratory of the Philippine Nuclear Research Institute, Richmond L. Gregorio and Yvette Maureen Y. Chua of the Department of Biochemistry, University of Sto. Tomas (UST) determined the presence of selective cytotoxicity of human MAL (HuMAL) in buffalo milk (Philippine carabao milk).

The researchers found that Philippine carabao's milk, "induces activity via apoptosis in two cancer cell lines, A549 lung adenocarcinoma and SkBr3 breast carcinoma." The cytotoxic activity of buffalo alpha lactalbumin (BAL) isolated in this study is shown through programmed cell death and the analysis suggests that BAL is the apoptosis-inducing component of milk. The amino acid (a type of molecule that forms the basic building block of proteins) sequence of BAL is similar to HuMAL with one amino acid difference. The results suggest that the mechanisms that BAL initiates apoptosis are the same with HuMAL. The initiation of apoptosis is not yet clear but future studies on BAL could lead to the three mechanisms that MAL engages in switching on the programmed cell death pathway. Philippine carabao (Bubalus bubalis L.) milk contains higher fat (10.4%) and protein (5.9%) compared to Holstein cow's milk (3.5% and 3.1%, respectively), which makes it a good source of nutrients. One component of milk protein is the alpha lactalbumin, "an important protein in the synthesis of lactose and its presence is central to the process of milk synthesis," the researchers said. Milk allergy, a form of food allergy, refers to adverse reaction to milk that is mediated by the bodys immune system. In milk allergy, the immune system mistakenly identifies a specific protein (allergen) in milk as a harmful substance. Consequently, it reacts inappropriately and often overwhelmingly causes a variety of signs and symptoms. Often, these symptoms are mild such as sneezing, itchy and runny nose, watery eyes, itchiness of the skin and skin rashes including hives. But sometimes they can be severe and, as in case of anaphylactic shock, may even be life threatening. Anaphylactic shock is an extreme form of allergic reaction that is characterized by sudden swelling and constriction of the airways causing difficulty of breathing and widening of blood vessels all over the body causing a drop in blood pressure.

Coconut Milk is a sweet, milky white cooking base derived from the meat of a mature coconut. The color and rich taste of the coconut milk can be attributed to the high oil content and sugars. Coconut milk is prepared by squeezing the grated coconut meat using a mechanical press. It is used mainly to make desserts and rich, dry sauces. It is also used for soup and cooking. The milk and concentrate intake among calves did not differ significantly between treatments. The 4 liters milk ration/calf in the form of raw milk or milk replacer solution was just enough to meet the daily feed requirements of the animals. No major health problem was observed among calves fed with the milk substitute. Using milk replacer as substitute to raw milk in calf rearing resulted to lower feed cost (Php114.60 vs PhP162.80). A daily savings of 29.61% (PhP48.20/calf) was attained in calves fed the milk replacer. The feed cost per kilogram gain in weight of calves fed with milk replacer was reduced by 18.91% (PhP43.30). In the Philippines, milk has become popular with children even while Filipinos are not generally known to be milk drinkers. Filipinos consume only 44 grams per capita per day (or roughly 3 tablespoons) and the commodity constitutes only 5.5% of the total weight of a typical daily Filipino diet (Philippine Nutrition Facts and Figures, FNRI 2001). Based on the Nutritional Guidelines for Filipinos (NGF, 2000), milk as an important dietary source of calcium, contains highly absorbable calcium and complements a ricevegetable-based diet. The commodity is also a good source of protein, vitamin A and the B-vitamins. Due to the persistent protein-energy malnutrition among the preschool children and the increasing risk to osteoporosis among adults, NGF Guideline No. 7 proposes to: "Consume milk, milk products or other calcium-rich foods such as small fish and dark green leafy vegetables everyday

TAGUIG CITY, METRO MANILA - Most Filipinos do not meet the required calcium intake making them prone to calcium deficiency-related diseases such as osteoporosis, according to a recent survey.Results of the 7th National Nutrition Survey (NNS) show that children six to 12 years old have the lowest consumption of calcium with an average of 0.26 grams per day.Calcium requirement differs according to population groups and gender.Male and female Filipino adults aged 19 to 64 years old need 750 milligrams of calcium per day, while those aged 65 years old and above need 800mg/day, based on the Recommended Energy and Nutrient. Foreign Studies Based on the study in Chitungwiza and Harare urban markets in Zimbabwe about the level of brand awareness and factors underlying brand preference of dairy brands. Branding is increasingly being used as a strategy for managing markets in developed countries while developing countries still lag behind. There is need for agricultural marketers to incorporate these findings in the formulation of responsive marketing strategies. Four factors were identified as key determinants of dairy product choice namely promotion, price and availability of product,

People who ate the most full-fat dairy had a 69% lower risk of cardiovascular death than those who ate the least. Otherwise stated, people who mostly avoided dairy or consumed low-fat dairy had more than three times the risk of dying of coronary heart disease or stroke than people who ate the most full-fat diary.

Australians tend to severely restrict or cut out dairy foods when they try to lose weight. The heavy promotion of low fat milks may be contributing to the false belief that dairy foods are inherently fattening. Dairy foods contain saturated fats, which have been associated with increased blood cholesterol levels. This isn't a threat to good health if

these products are consumed in moderation as part of an otherwise nutritious and varied diet. Switching to low fat milk will increase the nutrient density and decrease the energy density in the diet.

Recent studies have also found that people who eat a lot of dairy products or dairy product nutrients like calcium, have a reduced risk of developing colon cancer.

Research in the U.S. found high intake of fruits and vegetables combined with low-fat dairy decreased blood pressure more than fruits and vegetables alone.

A New Zealand scientist believes a protein found in milk could be responsible for thousands of cases of heart disease world-wide. Specifically, beta casein A1, found in milk from Westernised countries has been suggested to increase risk for heart disease in people at already high risk. In contrast, beta casein A2 is thought to be harmless. Casein A1 is thought to break up more readily in the blood stream than A2 and cause damage to the arteries. A2 is found milk from Indian and African cattle. This hypothesis is yet to be proven and is very controversial. Studies are underway in Australia to prove whether these proteins affect blood vessel health in people with known cardiovascular risk factors. Further evidence is needed before so called "healthy" forms of milk are proactively marketed to the public as a way of helping to reduce the risk of heart disease.

A study published in the Am J Clin Nutr 2002; 76: 675-80 by Black et al reported that children who avoid milk tended to be fatter than children who drank milk. This may be because milk is being replaced by high energy drinks such as fruit juice or soft drinks. Another study published in the Journal of American Dietetic Association in 2002 found that American children aged 5 to 17 years who drink flavored milk have higher total milk

intake, lower soft drink and fruit drink intake, but similar fruit juice intake. Almost 4,000 children were studied. Flavored milk did not add to the total sugar or fat content of the diet. As children move into adolescence, at the time they need the most calcium, they tend to decrease milk consumption and greatly increase the intake of soft drinks. For some children in this study, sugar intake from soft drinks represented a quarter or third of daily calorie requirements; at such high intakes it becomes very difficult to obtain required nutrients without gaining a lot of weight. Milk is clearly a nutrient-dense food that should be consumed in preference to beverages more popular with children flavored milks might be more acceptable to children.

Milk and milk products are thought to have a protective effect against tooth decay. Eating cheese and other dairy products:

Reduces oral acidity (which causes decay) Stimulates saliva flow Decreases plaque formation Decreases the incidence of dental caries.

It is commonly believed that nasal stuffiness is related, in part, to how much milk you regularly drink. Many people who suffer from frequent colds or recurrent sinus infections, for example, have at least heard of cutting out milk as a possible remedy. However, there is no scientific basis to this theory. Milk, whether it is cow or goat, modified or otherwise, doesn't encourage extra mucous production in the human body. Curiously, this belief seems localized to Australia.

Some people switch to goat's milk because of perceived sensitivities to cow's milk. If a person has an allergic sensitivity, it is usually due to one or more of the proteins in milk.

The proteins in goat's milk are closely related to those in cow's milk so replacing one type of milk with the other usually doesn't make any difference. There will only be a benefit in switching if the protein or component in cow's milk is not present in goat's milk. Although cow and goat's milk are similar in composition, goat's milk is a greater source of calcium but a poorer source of folate.

Milk allergies are more common in very young children and most tend to grow out of them or build up a tolerance to milk.

To meet the body's daily calcium requirement, it is recommended that you eat three serves of dairy products a day. One serve is equivalent to:

250ml of milk 35g (1 matchbox) of cheese 200g yoghurt 200g (4 small scoops) of ice cream.

Milk products which are poor calcium sources include cream, cottage cheese, ricotta cheese and cream cheese. People who do not eat any dairy products may have difficulty meeting their daily calcium requirements. They will need to pay special attention to other dietary sources of calcium.

Teenagers who drank 560ml of fat-free milk a day were 44 percent more likely to develop spots than those who rarely or never drank milk, a US study found. Full-cream milk raised the risk by 12 per cent and low-fat milk by 16 per cent. The Harvard

researchers said the common practice of milking cows when they were pregnant increased the content of certain hormones which the human body was not designed to deal with. Once in the body, they caused oil-producing glands to work overtime which, together with dead skin cells, blocked pores and created spots. Processing milk to make low-fat versions possibly raised levels of the hormones.

In total, 10 studies were identified. Their results show a high degree of consistency in the reported risk for heart disease and stroke, all but one study suggesting a relative risk of less than one in subjects with the highest intakes of milk. A pooled estimate of relative odds in these subjects, relative to the risk in subjects with the lowest consumption, is 0.87 (95% CI 0.741.03) for ischaemic heart disease and 0.83 (0.770.90) for ischaemic stroke. The odds ratio for any vascular event is 0.84 (0.78 0.90). Cohort studies provide no convincing evidence that milk is harmful. While there still could be residual confounding from unidentified factors, the studies, taken together, suggest that milk drinking may be associated with a small but worthwhile reduction in heart disease and stroke risk.

Milk is a causative factor in most health problems plaguing Americans consuming the Basic American Diet. The drinking of cow milk has been linked to iron-deficiency anemia in infants and children; it has been named as the cause of multiple forms of allergies and plays a central role in the origins of atherosclerosis and heart attacks.

Cow milk is linked with recurrent ear infections and bronchitis, leukemia, multiple sclerosis, rheumatoid arthritis, and simple dental decay. Milk is a carrier of radioactive substances. Dairy products are major contributors of saturated fat and cholesterol to the diet. According to cardiologist Dean Ornish, M.D.,

Processed milk began containing differing amounts of fat during the 1950s. A serving (1 cup or 250 ml) of 2%-fat milk contains 285 mg of calcium, which represents 22% to 29% of the daily recommended intake (DRI) of calcium for an adult. Depending on the age, 8 grams of protein, and a number of other nutrients (either naturally or through fortification):

Biotin and pantothenic acid are B vitamins important for energy production. Iodine is a mineral essential for thyroid function. Potassium and magnesium are for cardiovascular health. Selenium is a cancer-preventive trace mineral. Thiamine is a B-vitamin important for cognitive function, especially memory. Vitamin A is critical for immune function. Vitamin B12 and riboflavin are necessary for cardiovascular health and energy production.

Vitamins D and K are essential for bone health.

The amount of calcium from milk that is absorbed by the human body is disputed. Calcium from dairy products has a greater bioavailability than calcium from certain vegetables, such a spinach, that contain high levels of calcium- chelating agents, but a similar or lesser bioavailability than calcium from low-oxalate vegetables such as kale, broccoli, or other vegetables in the Brassica genus.

A glass of milk can contain a cocktail of up to 20 painkillers, antibiotics and growth hormones, scientists have shown. Using a highly sensitive test, they found a host of chemicals used to treat illnesses in animals and people in samples of cow, goat and human breast milk. The doses of drugs were far too small to have an effect on anyone drinking them, but the results

highlight how man-made chemicals are now found throughout the food chain. The highest quantities of medicines were found in cows milk.

CHAPTER IV PRESENTATION AND ANALYSIS OF DATA This chapter shows the presentations and analysis of data. It revealed the tabular and graphical representation of the entire study and its analysis of data based on the questionnaire given. TABLE 1 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: DO YOU DRINK MILK PRODUCTS?

DO YOU DRINK MILK PRODUCTS? YES NO TOTAL

F 400 0 400

% 100% 0% 100%

Table 1 revealed the frequency and percentage distribution according to: Do you drink milk products. Its shows that the answers are (100%) yes.

DO YOU DRINK MILK PRODUCTS?

100% 50% 0% YES 100% 0% NO

FIGURE1. THE GRAPHICAL PRESENTATION ACCORDING TO: DO YOU DRINK MILK PRODUCTS.

TABLE 2 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: DO YOU HAVE YOUR FAVORITE MILK DRINK?

DO YOU HAVE YOUR FAVORITE MILK DRINK? YES NO TOTAL

280 120 400

70% 30% 100%

Table 2 revealed the frequency and percentage distribution according to: Do you have your favorite milk drink? Its shows that (70%) answer are yes and (30%) answers are no.

DO YOU HAVE YOUR FAVORITE MILK DRINKS?

30%

YES 70% NO

FIGURE2. THE GRAPHICAL PRESENTATION ACCORDING TO: DO YOU HAVE YOUR FAVORITE MILK DRINK?

TABLE 3 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO AGE AGE 20 AND BELOW 21-25 26-30 TOTAL F 300 80 20 400 % 75% 20% 5% 100%

Table 3 revealed the frequency and percentage distribution according to Age. Its shows that (75%) are 20 and below, (20%) are 21-25 years old, (5%) are 26-30 years old.

AGE
5% 20% 20 AND BELOW 21-25 75% 26-30

FIGURE3. GRAPHICAL PRESENTATION ACCORDING TO AGE

TABLE 4 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO CIVIL STATUS CIVIL STATUS SINGLE MARRIED TOTAL F 380 20 400 % 95% 5% 100%

Table 4 revealed the frequency and percentage distribution according to civil status. Its shows that (95%) are single and (5%) are married.

CIVIL STATUS
SINGLE MARRIED

5%

95%

FIGURE4. GRAPHICAL PRESENTATION ACCORDING TO CIVIL STATUS

TABLE 5 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO GENDER GENDER MALE FEMALE TOTAL f 140 260 400 % 35% 65% 100%

Table 5 revealed the frequency and percentage distribution according to gender. Its shows that (35%) are male and (5%) are female.

GENDER

35%

MALE 65% FEMALE

FIGURE 5. GRAPHICAL PRESENTATION ACCORDING TO GENDER

TABLE 6 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO RELIGION RELIGION ROMAN CATHOLIC IGLESIA NI KRISTO BORN AGAIN CHRISTIAN OTHERS TOTAL F 270 50 60 20 400 % 67.5% 12.5% 15% 5% 100%

Table 6 revealed the frequency and percentage distribution according to religion. Its shows that (67.5%) are Roman Catholic, (12.5%) are Iglesia ni Kristo, (15%) are Born again Christian, and (5%) are others religion.

RELIGION
70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% ROMAN CATHOLIC IGLESIA NI KRISTO BORN AGAIN CHRISTIAN OTHERS 12.50% 15% 5%

67.50%

FIGURE6. GRAPHICAL PRESENTATION ACCORDING TO RELIGION

TABLE 7 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO LEVEL OF INCOME LEVEL OF INCOME BELOW 10000 10001-15000 15001-20000 20001-25000 25001-30000 30001-35000 35001-40000 TOTAL f 250 80 40 10 10 0 10 400 % 62.5% 20% 10% 2.5% 2.5% 0% 2.5% 100%

Table 7 revealed the frequency and percentage distribution according to level of income. Its shows that (62.5%) are below 10000, (20%) are 1000115000, (10%) are 15001-20000, (2.5%) are 20001-25000, (2.5%) are 2500130000, (0%) are 30001-35000, and ( 2.5%) are 35001-40000.

LEVEL OF INCOME
2.50% 2.50% 10% 20% 62.50% 0 2.50% BELOW 10000 10001-15000 15001-20000 20001-25000 25001-30000 30001-35000 35001-40000

FIGURE7. GRAPHICAL PRESENTATION ACCORDING TO LEVEL OF INCOME

TABLE 8 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO FAMILY SIZE FAMILY SIZE 1-2 3-4 5-6 7-8 9-10 TOTAL f 20 110 160 60 50 400 % 5% 27.5% 40% 15% 12.5% 100%

Table 8 revealed the frequency and percentage distribution according to level of income. Its shows that (5%) are with 1-2 members, (27.5%) are 3-4 with members, (40%) are with 5-6 members, (15%0 are with 7-8 members, and (12.5%) are with 9-10 members.

FAMILY SIZE

12.50% 15%

5% 27.50%

1-2 MEMBERS 3-4 MEMBERS 5-6 MEMBERS 7-8 MEMBERS

40%

9-10 MEMBERS

FIGURE8. GRAPHICAL PRESENTATION ACCORDING TO FAMILY SIZE

TABLE 9 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO OCCUPATION STATUS OCCUPATION STATUS EMPLOYED UNEMPL0YED TOTAL F 120 280 400 % 30% 70% 100%

Table 9 revealed the frequency and percentage distribution according to occupation status. Its shows that (30%) are employed and (70%) are unemployed.

OCCUPATION STATUS

30%

EMPLOYED 70% UNEMPLOYED

FIGURE9. GRAPHICAL PRESENTATION ACCORDING TO OCCUPATION STATUS

TABLE 10 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO EDUCATIONAL ATTAINMENT EDUCATIONAL ATTAINMENT STUDENT ELEMENTARY GRADUATE HIGH SCHOOL GRADUATE VOCATIONAL TOTAL F 350 0 30 20 400 % 87.5% 0% 7.5% 5% 100%

Table 10 revealed the frequency and percentage distribution according to level of income. Its shows that (87.5%) are student, (0%) are elementary graduate, (7.5%) are high school graduate, and (5%) are vocational.

EDUCATIONAL ATTAINMENT
7.50% 0% 5% STUDENT ELEMENTARY GRADUATE HIGH SCHOOL GRADUATE VOCATIONAL 87.50%

FIGURE10 .GRAPHICAL PRESENTATION ACCORDING TO EDUCATIONAL ATTAINMENT

TABLE 11 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO NATIONALITY NATIONALITY FILIPINO OTHERS TOTAL F 400 0 400 % 100% 0% 100%

Table 11 revealed the frequency and percentage distribution according to nationality. Its shows that respondents are 100% Filipino.

NATIONALITY
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% FILIPINO OTHERS NATIONALITY

FIGURE11. GRAPHICAL PRESENTATION ACCORDING TO NATIONALITY

TABLE 12 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO MAKATI RESIDENCY MAKATI RESIDENCY DISTRICT I DISTRICT II NON-MAKATI TOTAL f 170 150 80 40 % 42.5% 37.5% 20% 100%

Table 12 revealed the frequency and percentage distribution according to Makati residency. Its shows that (42.5%) are District I, (37.5%) are District II, and (20%) are non-Makati residence.

MAKATI RESIDENCY
37.50% 20%

DISTRICT I DISTRICT II NON-MAKATI

8.2

FIGURE12. GRAPHICAL PRESENTATION ACCORDING TO MAKATI RESIDENCY

TABLE 13 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE HOUSEHOLD MAIN SOURCE OF INFORMATION HOUSEHOLD MAIN SOURCE OF INFORMATION TELEVISION RADIO MAGAZINE INTERNET TOTAL F %

370 60 20 70 520

71.2% 11.5% 3.8% 13.5% 100%

Table 13 revealed the frequency and percentage distribution according to household main source of information. Its shows that (71.2%) used television, (11.5%) used radio, (3.8%) used magazine, (13.5%) used internet.

HOUSEHOLD MAIN SOURCE OF INFORMATION

INTERNET 13.50%

MAGAZINE 3.80% HOUSEHOLD MAIN SOURCE OF INFORMATION RADIO 11.50%

TELEVISION

71.20%

0.00%

20.00%

40.00%

60.00%

80.00%

FIGURE13. GRAPHICAL PRESENTATION ACCORDING TO HOUSEHOLD MAIN SOURCE OF INFORMATION

TABLE 14 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THEY THINK OF A MILK BRAND THAT COMES IN THEIR MIND WHAT COMES INTO MIND NIDO BEAR BRAND ALASKA BIRCH TREE OTHERS TOTAL f 110 190 130 20 10 460 % 23.9% 41.3% 28.3% 4.3% 2.2% 100%

Table 14 revealed the frequency and percentage distribution according to they think of a milk brand that comes in their mind. Its shows that (23.9%) are Nido, (41.3%) are Bear Brand, (28.3%) are Alaska, (4.3%) are Birch Tree, and (2.2%) are others.

COMES INTO MIND

4.30% 2.20%

23.90% 28.30%

NIDO BEAR BRAND ALASKA BIRCH TREE OTHERS

41.30%

FIGURE14. GRAPHICAL PRESENTATION ACCORDING TO THEY THINK OF A MILK BRAND THAT COMES INTO THEIR MIND

TABLE 15 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO IS THE AD APPEALING TO THIER EYES IS AD APPEALING TO THEIR EYES YES NO TOTAL f 400 0 400 % 100% 0% 100%

Table 15 revealed the frequency and percentage distribution according to is the ad appealing to their eyes. Its shows that that all the respondent answered 100% yes.

IS THE AD APPEALING TO THEIR EYES

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES 0% NO 100% IS THE AD APPEALING TO THEIR EYES

FIGURE15. GRAPHICAL PRESENTATION ACCORDING TO IS THE AD APPEALING TO THEIR EYES

TABLE 16 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO IS THE AD FUN TO WATCH AD FUN TO WATCH YES NO TOTAL f 390 10 400 % 97.5% 2.5% 100%

Table 16 revealed the frequency and percentage distribution according to is the ad fun to watch. Its shows that (97.5%) of the respondents answered yes and only (2.5%) answered no.

IS THE AD FUN TO WATCH

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% YES NO 97.5% IS THE AD APPEALING TO THEIR EYES

FIGURE16. GRAPHICAL PRESENTATION ACCORDING TO IS THE AD FUN TO WATCH

TABLE 17 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WOULD THEY TALK TO SOMEONE ELSE ABOUT THE AD WOULD THEY TALK TO SOMEONE ELSE ABOUT THE AD YES NO TOTAL f %

270 130 400

67.5% 32.5% 100%

Table 17 revealed the frequency and percentage distribution according to would they talk to someone about the ad. Its shows that (67.5%) of the respondents answered yes and (32.5%) answered no.

WOULD THEY TALK TO SOMEONE ELSE ABOUT THE AD

70% 60% 50% 40% 30% 20% 10% 0% YES NO 33% WOULD THEY TALK TO SOMEONE ELSE ABOUT THE AD

68%

FIGURE17. GRAPHICAL PRESENTATION ACCORDING TO WOULD THEY TALK TO SOMEONE ELSE ABOUT THE AD

TABLE 18 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDINGTO DO THEY HAVE POSITIVE REACTION TO THE AD DO THEY HAVE POSITIVE REACTION TO THE AD YES NO TOTAL F %

380 20 400

95% 5% 100%

Table 18 revealed the frequency and percentage distribution according to would they talk to someone about the ad. Its shows that (95%) of the respondents answered yes and (5%) answered no.

DO THEY HAVE POSTIVE REACTION TO THE AD

5%

95%

YES NO

FIGURE18. GRAPHICAL PRESENTATION ACCORDING TO DO THEY HAVE POSITIVE REACTION TO THE AD

TABLE 19 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDINGTO HOW DO THEY BECOME AWARE OF THAT MILK BRAND HOW DO THEY BECOME AWARE OF THAT MILK BRAND TELEVISION MAGAZINE RADIO BILLBOARDS RELATIVES INTERNET WORD OF MOUTH TOTAL f %

390 20 60 50 10 30 20 580

67.2% 3.5% 10.3% 8.6% 1.7% 5.2% 3.5% 100%

Table 19 revealed the frequency and percentage distribution according to how do they become aware of that milk brand. Its shows that (67.2%) of the respondents became aware of that milk brand through television, (3.5%) through magazine, (10.3%) through radio, (8.6%) through billboards, (1.7%) through their relatives, (5.2%) through the internet, and (3.5%) through word of mouth. Note that some of the respondents have multiple answers on this question.

HOW DO THEY BECOME AWARE OF THAT BRAND MILK?

8.60% 10.30% 67.20% 3.50% 1.70% 5.20% 3.50%

TELEVISION MAGAZINE RADIO BILLBOARDS RELATIVES INTERNET WORD OF MOUTH

FIGURE19. GRAPHICAL PRESENTATION ACCORDING TO HOW DO THEY BECOME AWARE OF THAT MILK BRAND

TABLE 20 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT BRAND OF POWDERED MILK THEY HAVE HEARD, READ AND SEEN ADVERTISED DURING THE PAST WEEK WHAT BRAND OF POWDERED MILK THEY HAVE HEARD, READ AND SEEN ADVERTISED DURING THE PAST WEEK NIDO BEAR BRAND ALASKA BIRCH TREE OTHERS TOTAL F %

220 200 100 20 20 560

39.3% 35.7% 17.8% 3.6% 3.6% 100%

Table 20 revealed the frequency and percentage distribution according to what brand of powdered milk they have heard, read and seen advertised during the past week are Alaska, (3-6%) are Birch Tree, and (3-6%) are others.

BIRCH TREE, 3.60% OTHERS, 1.70% ALASKA, 17.80% NIDO, 39.30%

BEAR BRAND, 35.70%

FIGURE20. GRAPHICAL PRESENTATION ACCORDING TO WHAT BRAND OF POWDERED MILK THEY HAVE HEARD, READ, AND SEEN ADVERTISED DURING THE PAST WEEK

TABLE 21 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW WELL DO YOU REMEMBER THIS ADVERTISMENT? HOW WELL DO THEY REMEMBER VERY WELL JUST RIGHT A FEW DETAILS NOT AT ALL TOTAL F 200 120 70 10 400 % 50% 30% 17.5% 2.5% 100%

Table 21 revealed the frequency and percentage distribution according to how well do you remember this advertisement. Its shows that (50%) are very well, (30%) are just right, (17.5%) are a few details, and (2.5%) are not at all.

HOW WELL DO THEY REMEMBER THAT ADVERTISMENT

2.50%

17.50% VERY WELL JUST RIGHT 50% A FEW DETAILS NOT AT ALL 30%

FIGURE21. GRAPHICAL PRESENTATION ACCORDING TO HOW WELL DO THEY REMEMBER TRHE ADVERTISMENT

TABLE 22 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT WOULD THEY SAY IS THE MAIN MESSAGE OF THE AD? WHAT WOULD THEY SAY ENTICE PEOPLE TO TRY THE PRODUCT BRAND AWARENESS PRODUCT HIGH QUALITY CHEAPER PRICE TOTAL F 150 120 100 60 430 % 34.8% 27.9% 23.3% 14% 100%

Table 22 revealed the frequency and percentage distribution according to what would they say is the main message of the ad. Its shows that (34.8%) are entice people to try the product, (27.9%) are brand awareness, (23.3%) are product high quality, and (14%) are cheaper price.

WHAT WOULD THEY SAY

CHEAPER PRICE 14% ENTICE PEOPLE TO TRY THE PRODUCT 35% PRODUCT HIGH QUALITY 23%

BRAND AWARENESS 28%

FIGURE22. GRAPHICAL PRESENTATION ACCORDING TO WHAT WOULD THEY SAY IS THE MAIN MESSAGE OF THE AD

TABLE 23 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO IF THEY WOULD DESCRIBED THE AD TO A FRIEND, WOULD THEY WOULD SAY THE AD IS IF THEY WOULD DESCRIBED THE AD TO A FRIEND, WOULD THEY WOULD SAY THE AD IS BORING ENTICING INFORMATIVE UNIQUE FUNNY CREATIVE PLEASANT MEMORABLE SINCERE EMOTIONAL TOTAL F %

20 20 170 80 20 100 40 30 10 10 500

4% 4% 34% 16% 4% 20% 8% 6% 2% 2% 100%

Table 23 revealed the frequency and percentage distribution according to if they would described this ad to a friend, would they say the ad is. It shows that (4%) answers are boring, (4%) answers are enticing, (34%) answers are informative, (16%) answers are unique, (4%) answers are funny, (20%) answers are creative, (8%) answers are pleasant, (6%) answers are memorable, (2%) answers are sincere, and (2%) answers emotional.

IF THEY WOULD DESCRIBED THE AD TO A FRIEND, WOULD THEY WOULD SAY THE AD IS

4% 4% 16%

BORING ENTICING INFORMATIVE UNIQUE

34%

FIGURE23. GRAPHICAL PRESENTATION ACCORDING IF THEY WOULD DESCRIBED THIS AD TO A FRIEND, WOULD YOU SAY THE AD IS

TABLE 24 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO ARE YOU AWARE OF BIRCH TREE FULL CREAM MILK? ARE YOU AWARE OF BIRCH TREE FULL CREAM MILK? YES NO TOTAL f %

330 70 400

82.5%% 17.5%% 100%

Table 2 revealed the frequency and percentage distribution according to are you aware of Brich Tree full cream milk? Its shows that majority of the respondents answers yes (82.5%) and minority of the respondents answers no (17.5%).

ARE YOU AWARE OF BIRCH TREE FULL CREAM MILK?

18%

YES 83% NO

FIGURE24. THE GRAPHICAL PRESENTATION ACCORDING TO ARE YOU AWARE OF BIRCH TREE FULL CREAM MILK?

TABLE 25 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW DID YOU BECOME AWARE OF BIRCH TREE FULL CREAM MILK? HOW DID YOU BECOME AWARE OF BIRCH TREE FULL CREAM MILK? TELEVISION MAGAZINE RADIO FLYERS RELATIVES NEIGHBOR INTERNET WORD OF MOUTH OTHERS TOTAL f %

300 20 40 10 10 10 20 60 30 500

60% 4% 8% 2% 2% 2% 4% 12% 6% 100%

Table 25 revealed the frequency and percentage distribution according to how did you become aware of Birch Tree full cream milk? Its shows that (60%) uare television, (4%) are magazine, (8%) are radio, (2%) are relatives, (2%) are neighbor, (4%) are internet, (12%) are word of mouth, and (6%) are others.

HOW DID YOU BECOME AWARE OF BIRCH TREE FULL CREAM MILK?
6% 12% 2% 8.00% 4.00% 2% 4% 60.00% TELEVISION MAGAZINE RADIO INTERNET RELATIVES

2.00%

FIGURE25. GRAPHICAL PRESENTATION ACCORDING TO HOW DID YOU BECOME AWARE OF BIRCH TREE FULL CREAM MILK

TABLE 26 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO:HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK? HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK? YES NO TOTAL F %

310 90 400

77.5%% 22.5%% 100%

Table 26 revealed the frequency and percentage distribution according to haveyou seen,her or read advertisement of birch tree full cream milk. Its shows that majority of the respondents answers yes (77.5%) and minority of the respondents answers no (22.5%).

HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK?
18% YES 78% NO

FIGURE26. THE GRAPHICAL PRESENTATION ACCORDING HAVE THEY SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK

TABLE 27 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT KIND OF MEDIA HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK? WHAT KIND OF MEDIA HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK? TELEVISION MAGAZINE RADIO RELATIVES NEIGHBOR INTERNET WORD OF MOUTH OTHERS TOTAL f %

290 30 20 10 20 40 30 20 460

63.04% 6.52% 4.35% 2.17% 4.35% 8.70% 6.52% 4.35% 100%

Table 27 revealed the frequency and percentage distribution according to what kind of media have you seen,heard or read advertisement of Birch Tree full cream milk. Its shows that (63.04%) of the respondents became aware of that milk brand through television, (6.52%) through magazine, (4.35%) through radio,, (2.17%) through their relatives,(4.35%) through their neighbor, (8.70%) through the internet, and (6.52%) through word of mouth, and (4.35%) through others. Note that some of the respondents have multiple answers on this question.

WHAT KIND OF MEDIA HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK?

TELEVISION MAGAZINE 4.35% 2.17% 4.35% 63.40% 6.52% 8.70% 6.52% RADIO RELATIVES NEIGHBOR INTERNET WORD OF MOUTH

FIGURE27. GRAPHICAL PRESENTATION ACCORDING TO WHAT KIND OF MEDIA HAVE YOU SEEN, HEARD OR READ ADVERTISMENT OF BIRCH TREE FULL CREAM MILK

TABLE 28 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO AWARENESS OF OTHER MILK BRAND IS IT BETTER, SAME OR WORSE? AWARENESS OF OTHER MILK BRAND IS IT BETTER, SAME OR WORSE? BETTER SAME WORSE TOTAL f %

200 140 60 400%

50% 35% 15% 100%

Table 28 revealed the frequency and percentage distribution according to Age. Its shows that (50%) answers are better, (35%) answers are same, (15%) answers worse.

AWARENESS OF OTHER MILK BRAND IS IT BETTER, SAME OR WORSE?

15%

35% 75%

BETTER SAME WORSE

FIGURE28. GRAPHICAL PRESENTATION ACCORDING TO AWARENESS OF OTHER MILK BRAND IS IT BETTER, SAME OR WORSE?

TABLE 29 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT WOULD THEY SAY IS THE MAIN MESSAGE OF BIRCH TREE FULL CREAM MILK? MAIN MESSAGE OF BIRCH TREE FULL CREAM MILK? BRAND AWARENESS PRODUCT IS HIGH QUALITY LESS EXPENSIVE GOOD IMAGE HIGH IN NUTRITION OTHERS TOTAL F %

180 90 30 50 70 10 430

41.9% 20.9% 7% 11.16% 16.3% 2.3% 100%

Table 29 revealed the frequency and percentage distribution according to what would they say is the main message Birch Tree full cream milk. Its shows that (41.9%) are brand awareness, (20.9%) are product high quality, and (7%) are less expensive, (11.16%) are good image, (16.3%) are high in nutrition, (2.3%) are others.

2.30%

MAIN MESSAGE OF BIRCH TREE FULL CREAM MILK? BRAND AWARENESS

16.30% 34.80% 12% 20.90% PRODUCT IS HIGH QUALITY LESS EXPENSIVE GOOD IMAGE HIGH IN NUTRITION OTHERS

7.00%

FIGURE29. GRAPHICAL PRESENTATION ACCORDING TO WHAT WOULD THEY SAY IS THE MAIN MESSAGE OF THE AD

TABLE 30 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT MILK BRAND HAVE YOU EVER TRIED? WHAT MILK BRAND HAVE YOU EVER TRIED? NIDO BEAR BRAND ALASKA BIRCH TREE ANCHOR TOTAL f %

240 310 270 90 70 980

24.5% 31.6% 27.6% 9.2% 7.1% 100%

Table 30 revealed the frequency and percentage distribution according to what milk brand have you ever tried. Its shows that (24.5%) are Nido, (31.6%) are Bear Brand, (27.6%) are Alaska, (9.2%) are Birch Tree, and (7.1%) are Anchor.

WHAT MILK BRAND HAVE YOU EVER TRIED?

7.10% 9.20% 24.50% NIDO BEAR BRAND ALASKA 27.60% 31.60% BIRCH TREE ANCHOR

FIGURE 30. GRAPHICAL PRESENTATION ACCORDING TO WHAT MILK BRAND HAVE YOU EVER TRIED

TABLE 31 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT IS THE MILK BRAND DID YOU LAST USE? WHAT IS THE MILK BRAND DID YOU LAST USE? NIDO BEAR BRAND ALASKA BIRCH TREE ANCHOR OTHERS TOTAL F %

50 200 90 20 20 20 400

12.5% 50% 22.5% 5% 5% 5% 100%

Table 31 revealed the frequency and percentage distribution according to what is the milk brand did you last use. Its shows that (12.5%) are Nido, (50%) are Bear Brand, (22.5%) are Alaska, (5%) are Birch Tree, (5%) are Anchor and (5%) are others.

WHAT MILK BRAND DID YOU LAST USE?

5.00% 5.00% 5% 12.50% NIDO BEAR BRAND ALASKA BIRCH TREE 50.00% ANCHOR OTHERS

22.50%

FIGURE31. GRAPHICAL PRESENTATION ACCORDING TO WHAT MILK BRAND HAVE DID YOU LAST USE

TABLE 32 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT IS THE MILK BRAND DID YOU OFTEN USE? WHAT IS THE MILK BRAND DID YOU OFTEN USE? NIDO BEAR BRAND ALASKA BIRCH TREE OTHERS TOTAL F %

70 200 120 10 20 420

16.67% 47.62% 28.57% 2.38% 4.76% 100%

Table 32 revealed the frequency and percentage distribution according to what is the milk brand did you often use. Its shows that (16.67%) are Nido, (47.62%) are Bear Brand, (28.57%) are Alaska, (2.38%) are Birch Tree, (4.76%) are others.

WHAT MILK BRAND DID YOU OFTEN USE?

4.76% NIDO BEAR BRAND ALASKA 28.57% 47.62% BIRCH TREE OTHERS

2.38%

16.67%

FIGURE32. GRAPHICAL PRESENTATION ACCORDING TO WHAT MILK BRAND HAVE DID YOU OFTEN USE

TABLE 33 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW LONG YOU BEEN PATRONIZING THAT BRAND MILK? HOW LONG YOU BEEN PATRONIZING THAT BRAND MILK? LESS THAN 6 MONTHS 6 MONTHS TO 1 YR MORE THAN 1 YR TO 2 YRS MORE THAN 3 YRS TO 4 YRS MORE THAN 4 YRS OTHERS TOTAL f %

90 60 60 20 150 20 400

22.5% 15% 15% 5% 37.5% 5% 100%

Table 33 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (22.5%) are less than 6 months, (15%) are 6 months to 1 yr., (15%) are more than 1 yr. to 2 yrs., , (5%) are more than 3yrs. To 4 yrs., (37.5%) are more than 4 yrs., (5%) are others.

HOW LONG HAVE YOU BEEN PATRONIZING THAT BRAND OF MILK?

5% 22.50% LESS THAN 6 MONTHS 6 MONTHS TO 1 YR 37.50% 15% MORE THAN 1 YR TO 2 YRS MORE THAN 3 YRS TO 4 YRS MORE THAN 4 YRS OTHERS

5%

15%

FIGURE33. GRAPHICAL PRESENTATION ACCORDING TO HOW LONG HAVE YOU BEEN PATRONIZING THAT BRAND OF MILK

TABLE 34 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHO INFLUENCE YOU TO PATRONIZE THAT BRAND OF MILK? WHO INFLUENCE YOU TO PATRONIZE THAT BRAND OF MILK? FRIENDS FAMILY ADVERTISEMENT NO ONE ELSE OTHERS TOTAL f %

70 260 70 20 10 430

16.3% 60.5% 16.3% 4.7% 2.3% 100%

Table 34 revealed the frequency and percentage distribution according to who influence you to patronize that brand of milk. Its shows that (16.3%) are friends, (60.5%) are family, (16.3%) are advertisement, (4.7%) are no one else and (2.3%) are others.

WHO INFLUENCE YOU TO PATRONIZE THAT BRAND OF MILK?

5% 2% 16% 16% FRIENDS FAMILY ADVERTISEMENT NO ONE ELSE 61% OTHERS

FIGURE34. GRAPHICAL PRESENTATION ACCORDING TO WHO INFLUENCE YOU TO PATRONIZE THAT BRAND OF MILK

TABLE 35 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHY DO YOU PATRONIZE THAT MILK? WHY DO YOU PATRONIZE THAT MILK? TO GET NOURISHED CONVENIENCE GOOD IMAGE PRODUCT QUALITY NOT EXPENSIVE OTHERS TOTAL . Table 35 revealed the frequency and percentage distribution according to why do you patronize that milk. Its shows that (35.4%) are to get nourished, (8.3%) are for convenience, (10.4%) are because of good image, (31.3%) are because of product quality, (12.5%) are because not expensive and (2.1%) are others. f %

170 40 50 150 60 10 480

35.4% 8.3% 10.4% 31.3% 12.5% 2.1% 100%

WHY DO YOU PATRONIZE THAT MILK?

2% 14% 35% 31% 8% 11% TO GET NOURISHED CONVENIENCE GOOD IMAGE PRODUCT QUALITY NOT EXPENSIVE OTHERS

FIGURE35. GRAPHICAL PRESENTATION ACCORDING TO WHY DO YOU PATRONIZE THAT MILK

TABLE 36 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO IN WHAT TYPE YOU LIKE YOUR MILK DRINK TO COME? IN WHAT TYPE YOU f % LIKE YOUR MILK DRINK TO COME? EVAPORATED 60 14% POWDERED 220 51% READY TO DRINK 150 35% TOTAL 430 100% . Table 36 revealed the frequency and percentage distribution according to in what type you like your milk drink to come. Its shows that (14%) are evaporated, (51%) are powdered, (35%) are ready to drink.

IN WHAT TYPE YOU LIKE YOUR MILK DRINK TO COME?

14% 35% EVAPORATED POWDERED READY TO DRINK

51%

FIGURE36. GRAPHICAL PRESENTATION ACCORDING TO IN WHAT TYPE YOU LIKE YOUR MILK DRINK TO COME

TABLE 37 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT DAY OF THE WEEK DO YOU USUALLY PATRONIZE THAT BRAND OF MILK? WHAT DAY OF THE WEEK DO YOU USUALLY PATRONIZE THAT BRAND OF MILK? MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY TOTAL f %

270 140 200 130 160 180 180 1260

21.4% 11.1% 15.9% 10.3% 12.7% 14.3% 14.3% 100%

Table 37 revealed the frequency and percentage distribution according to in what type day of the week do you usually patronize that brand of milk. It shows that (21.4%) are Monday, (11.1%) are Tuesday, (15.9%) are Wednesday, (10.3%) are Thursday, (12.7%) are Friday, (14.3%) are Saturday, and (14.3%) are Sunday.

IN WHAT DAY OF THE WEEK DO YOU USUALLY PATRONIZE THAT BRAND OF MILK?
14% 14% 13% 10% 22% 11% 16% MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

FIGURE37. GRAPHICAL PRESENTATION ACCORDING TO IN WHAT DAY OF THE WEEK DO YOU USUALLY PATRONIZE THAT BRAND OF MILK

TABLE 38 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT TIME/PART OF THE DAY DO YOU USUALLY DRINK THAT BRAND OF MILK? WHAT TIME/PART OF THE DAY DO YOU USUALLY DRINK THAT BRAND OF MILK? MORNING AFTERNOON NIGHT OTHERS TOTAL f %

290 30 120 20 460

63% 6.5% 26.1% 4.4% 100%

Table 38 revealed the frequency and percentage distribution according to in what time/part of the day do you usually drink that brand of milk. It shows that (63%) are in the morning, (6.5%) are in the afternoon, (26.1%) are at night, and (4.4%) are others.

WHAT TIME/PART OF THE DAY DO YOU USUALLY DRINK THAT BRAND OF MILK?
4% MORNING 26% 63% AFTERNOON NIGHT OTHERS

7%

FIGURE38. GRAPHICAL PRESENTATION ACCORDING TO IN WHAT TME/PART OF THE DAY DO YOU USUALLY DRINK THAT BRAND OF MILK

TABLE 39 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW OFTEN DO YOU FEEL THE NEED TO USE THIS PRODUCT? HOW OFTEN DO YOU FEEL THE NEED TO USE THIS PRODUCT? EVERYDAY ONCE IN A WEEK ONCE IN A MONTH TOTAL f %

340 30 30 400

85% 7.5% 7.5% 100%

Table 39 revealed the frequency and percentage distribution according to how often do you feel the need to use this product. It shows that (85%) are everyday, (7.5%) are once in a week, and (7.5%) are once in a month.

HOW OFTEN DO YOU FEEL THE NEED TO USE THIS PRODUCT?

7.5% 7.5%

EVERYDAY ONCE IN A WEEK ONCE IN A MONTH 85%

FIGURE39. GRAPHICAL PRESENTATION ACCORDING TO HOW OFTEN DO YOU FEEL THE NEED TO USE THIS PRODUCT

TABLE 40 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT PARTICULAR BRAND WOULD YOU/YOUR FAMILY LIKE TO TRY WHAT PARTICULAR f % BRAND WOULD YOU/YOUR FAMILY LIKES TO TRY? NIDO 80 19% BEAR BRAND 160 38% ALASKA 50 12% BIRCH TREE 110 26% OTHERS 20 5% TOTAL 420 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 40 revealed the frequency and percentage distribution according to what particular brand would you/your family likes to try. It shows that (19%) are Nido, (38%) are Bear Brand, (12%) are Alaska, (26%) are Birch Tree, and (5%) are others.

WHAT PARTICULAR BRAND WOULD YOU/YOUR FAMILY LIKES TO TRY?

5% 26%

19% NIDO BEAR BRAND ALASKA

12%

38%

BIRCH TREE OTHERS

FIGURE40. GRAPHICAL PRESENTATION ACCORDING TO WHAT PARTICULAR BRAND WOULD YOU/YOUR FAMILY LIKES TO TRY

TABLE 41 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW MUCH ARE YOU WILLING TO SPEND FOR YOUR MILK DRINK HOW MUCH ARE YOU WILLING TO SPEND FOR YOUR MILK DRINK? BELOW 50 PESOS 50-100 PESOS ABOVE 100 PESOS TOTAL f %

170 170 60 400

42.5% 42.5% 15% 100%

Table 41 revealed the frequency and percentage distribution according to how much are you willing to spend for your milk drink. It shows that (42.5%) are below 50 pesos, (42.5%) are 50-100 pesos, and (15%) are above 100 pesos.

HOW MUCH ARE YOU WILLING TO SPEND FOR YOUR MILK DRINK?

15% 42.5% BELOW 50 PESOS 42.5% 50-100 PESOS ABOVE 100 PESOS

FIGURE41. GRAPHICAL PRESENTATION ACCORDING TO HOW MUCH ARE YOU WILLING TO SPEND FOR YOUR MILK DRINK

TABLE 42 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT WOULD ENCOURAGE YOU TO SHIFT FROM YOUR PRESENT BRAND OF MILK WHAT WOULD ENCOURAGE YOU TO SHIFT FROM YOUR PRESENT BRAND OF MILK? f %

LOW PRICE 190 28% PROMO 20 3% NUTRITIONAL VALUE 260 38% EASY TO FIND 40 6% ALWAYS AVAILABLE 60 9% BENEFITS 100 15% OTHERS 10 1% TOTAL 680 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 42 revealed the frequency and percentage distribution according to what would encourage you to shift from your present brand of milk. It shows that (28%) are low price, (3%) are promo, (38%) are nutritional value, (6%) are easy to find, (9%) are always available, (15%) are for the benefits, and (1%) are others.

WHAT WOULD ENCOURAGE YOU TO SHIFT FROM YOUR PRESENT BRAND OF MILK?
1% 15% 9% 6% 3% 38% LOW PRICE PROMO 28% NUTRITIONAL VALUE EASY TO FIND ALWAYS AVAILABLE BENEFITS OTHERS

FIGURE42. GRAPHICAL PRESENTATION ACCORDING TO WHAT WOULD ENCOURAGE YOU TO SHIFT FROM YOUR PRESENT BRAND OF MILK

TABLE 43 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO ASIDE FROM YOU, WHO ELSE IN YOUR HOUSEHOLD PATRONIZE THAT BRAND OF MILK WHO ELSE IN YOUR HOUSEHOLD PATRONIZE THAT BRAND OF MILK? f %

RELATIVES 170 30% SISTER 180 31.5% BROTHER 90 15.8% PARENTS 120 21% OTHERS 10 1.7% TOTAL 570 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 43 revealed the frequency and percentage distribution according to who else in your household patronize that brand of milk. It shows that (30%) are relatives, (31.5%) are sister, (15.8%) are brother,(21%) are parents and (1.7%) are others.

ASIDE FROM YOU, WHO ELSE IN YOUR HOUSEHOLD PATRONIZE THAT BRAND OF MILK?
2% RELATIVES SISTER 21% 30% BROTHER 16% 31% PARENTS OTHERS

FIGURE43. GRAPHICAL PRESENTATION ACCORDING TO WHO ELSE IN YOUR HOUSEHOLD PATRONIZE THAT BRAND OF MILK

TABLE 44 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO DO ANY OF YOUR FRIENDS OR FAMILY MEMBERS USE BIRCH TREE FULL CREAM MILK DO ANY OF YOUR FRIENDS OR FAMILY MEMBERS USE BIRCH TREE FULL CREAM MILK? YES NO TOTAL f %

170 230 400

42.5% 57.5% 100%

Table 44 revealed the frequency and percentage distribution according to do any of your friends or family members use birch tree full cream milk. It shows that (42.5%) of the respondents answered yes, and (57.5%) answered no.

DO ANY OF YOUR FRIENDS OR FAMILY MEMBERS USE BIRCH TREE FULL CREAM MILK?

43% YES NO 58%

FIGURE44. GRAPHICAL PRESENTATION ACCORDING TO DO ANY OF YOUR FRIENDS OR RELATIVES USE BIRCH TREE FULL CREAM MILK

TABLE 45 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHO USUALLY PURCHASE YOUR BRAND OF MILK WHO USUALLY PURCHASE YOUR BRAND OF MILK? f %

PARENTS 230 53.5% SISTER 70 16.3% BROTHER 40 9.3% UNCLE 10 2.3% OTHERS 80 18.6% TOTAL 430 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 45 revealed the frequency and percentage distribution according to who usually purchase your brand of milk. It shows that (53.5%) are parents, (16.3%) are sister, (9.3%) are brother, (2.3%) are uncle and (18.6%) are others.

WHO USUALLY PURCHASE YOUR BRAND OF MILK?

19% 2% 9% PARENTS SISTER BROTHER 55% 16% UNCLE OTHERS

FIGURE45. GRAPHICAL PRESENTATION ACCORDING TO WHO USUALLY PURCHASE YOUR BRAND OF MILK

TABLE 46 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHERE DO YOU USUALLY GET INFORMATION REGARDING CHOOSING THE BRAND OF MILK WHERE DO YOU USUALLY GET INFORMATION REGARDING CHOOSING THE BRAND OF MILK? f %

YELLOW PAGES 20 4% TELEVISION ADS 330 69% WORD OF MOUTH 90 19% MARKET/SALES AGENT 10 2% WEB INTERNET 10 2% BILLBOARDS 10 2% OTHERS 10 2% TOTAL 480 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 46 revealed the frequency and percentage distribution according to where do you usually get information regarding choosing the brand of milk. It shows that (4%) are yellow pages, (69%) are television ads, (19%) are word of mouth, (2%) are market/sales agent, (2%) are web internet, (2%) are billboards, and (2%) are others.

WHERE DO YOU USUALLY GET INFORMATION REGARDING CHOOSING THE BRAND OF MILK?
2% 2% 2% 2% 4% 19%

YELLOW PAGES TELEVISION ADS WORD OF MOUTH MARKET/SALES AGENT WEB INTERNET 69% BILLBOARDS OTHERS

FIGURE46. GRAPHICAL PRESENTATION ACCORDING TO WHERE DO YOU USUALLY GET INFORMATION REGARDING CHOOSING THE BRAND OF MILK

TABLE 47 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO DO YOU HAVE TIME SCHEDULE TO GO TO THE SUPERMARKET, STORE, ETC. TO BUY TIME SCHEDULE TO GO TO THE SUPERMARKET, STORE, ETC. TO BUY YES NO TOTAL f %

350 50 400

87.5% 12.5% 100%

Table 47 revealed the frequency and percentage distribution according to do you have time schedule to go to the supermarket, store, etc. to buy. It shows that (87.5%) of the respondents answered yes, and (12.5%) answered no.

DO YOU HAVE TIME SCHEDULE TO GO TO THE SUPERMARKET, STORE, ETC. TO BUY

13% YES 88% NO

FIGURE47. GRAPHICAL PRESENTATION ACCORDING TO DO YOU HAVE A TIME SCHEDULE TO GO TO THE SUPERMARKET, STORE, ETC. TO BUY

TABLE 48 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHEN DO YOU USUALLY PURCHASE WHEN DO YOU USUALLY PURCHASE? f %

EVERYDAY 90 22% ONCE A WEEK 200 49% TWICE A DAY 30 7% EVERY OTHER DAY 10 2% OTHERS 80 20% TOTAL 410 100% NOTE: SOME OF THE RESPONDENTS ANSWER THE QUESTION MORE THAN ONE. Table 48 revealed the frequency and percentage distribution according to when do you usually purchase. It shows that (22%) are everyday, (49%) are once a week, (7%) are twice a day, (2%) are every other day and (20%) are others.

WHEN DO YOU USUALLY PURCHASE?

20% 2% 7%

22%

EVERYDAY ONCE A WEEK TWICE A DAY EVERY OTHER DAY OTHERS

49%

FIGURE48. GRAPHICAL PRESENTATION ACCORDING TO WHEN DO YOU USUALLY PURCHASE

TABLE 49 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT SIZE OF MILK DO YOU USUALLY PURCHASE WHAT SIZE OF MILK DO YOU USUALLY PURCHASE? 26 grams 80 grams 150 grams 300 grams OTHERS TOTAL f %

90 130 90 70 20 400

22.5% 32.5% 22.5% 17.5% 5% 100%

Table 49 revealed the frequency and percentage distribution according to what size of milk do you usually purchase. It shows that (22.5%) are 26 grams, (32.5%) are 80 grams, (22.5%) are 150 grams, (17.5%) are 300 grams and (5%) are others.

WHAT SIZE OF MILK DO YOU USUALLY PURCHASE?

5% 17.5% 22.5% 26 grams 80 grams 150 grams 22.5% 32.5% 300 grams OTHERS

FIGURE49. GRAPHICAL PRESENTATION ACCORDING TO WHAT SIZE OF MILK DO YOU USUALLY PURCHASE

TABLE 50 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO HOW LONG YOU BEEN PATRONIZING YOUR CHOSEN BRAND MILK? HOW LONG YOU BEEN PATRONIZING YOUR CHOSEN BRAND MILK? LESS THAN 6 MONTHS 1 YR MORE THAN 1 YR NONE OF THE ABOVE TOTAL F %

100 70 160 70 400

25% 17.5% 40% 17.5% 100%

Table 50 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (25%) are less than 6 months, (17.5%) are 1 yr., (40%) are more than 1 yr., (17.5%) are none of the above.

HOW LONG YOU BEEN PATRONIZING YOUR CHOSEN BRAND MILK?

17.50% 17.50% 40% LESS THAN 6 MONTHS 1 YR MORE THAN 1 YR 8.2 NONE OF THE ABOVE

FIGURE50. GRAPHICAL PRESENTATION ACCORDING TO HOW LONG YOU BEEN PATRONIZING YOUR CHOSEN BRAND MILK?

TABLE 51 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT QUALITIES DO YOU LOOK FOR MILK? WHAT QUALITIES DO YOU LOOK FOR MILK? HIGH LEVEL OF NUTRITION PERCEIVED VALUE FOR MONEY GOOD PACKAGING GOOD IMAGE OTHERS TOTAL F %

320 120 20 50 30 540

59.26% 22.22% 3.70% 9.26% 5.56% 100%

Table 51 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (59.26%) are high level of nutrition, (22.2%) are perceived value for money, (3.70%) are good packaging, (9.26%%) are good image, and (5.56%) are others.

WHAT QUALITIES DO YOU LOOK FOR MILK?

3.70% 9.26% 22.22% 5.56% HIGH LEVEL OF NUTRITION 59.26% PERCEIVED VALUE FOR MONEY GOOD PACKAGING GOOD IMAGE OTHERS

FIGURE51. GRAPHICAL PRESENTATION ACCORDING TO WHAT QUALITIES DO YOU LOOK FOR MILK

TABLE 52 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT DO YOU DISLIKE ABOUT YOUR PRESENT BRAND MILK? WHAT DO YOU DISLIKE ABOUT YOUR PRESENT BRAND MILK? PACKAGING LEVEL OF NUTRITION NO PROMOTION PRODUCT QUALITY OTHERS TOTAL F %

140 50 110 50 60 410

32.2% 12.2% 26.8% 12.2% 14.6% 100%

Table 52 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (32.2%) are packaging, (12.2%) are level of nutrition, (26.8%) are no promotion, (12.2%) are product quality, and (14.6%) are others.

WHAT DO YOU DISLIKE ABOUT YOUR 14.60% 12.20% 26.80% PRESENT BRAND MILK?
12.20% PACKAGING LEVEL OF NUTRITION NO ROMOTION 8.2 PRODUCTS QUALITY OTHERS

FIGURE52. GRAPHICAL PRESENTATION ACCORDING TO WHAT DO YOU DISLIKE ABOUT YOUR PRESENT BRAND MILK

TABLE 53 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO WHAT DO YOU LIKE ABOUT YOUR PRESENT BRAND MILK? WHAT DO YOU LIKE ABOUT YOUR PRESENT BRAND MILK? PRICE CONVENIENCE TO FIND ALWAYS AVAILABLE OTHERS TOTAL F %

150 110 150 70 410

31.25% 22.92% 31.35% 14.58% 100%

Table 53 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (31.25%) are price, (22.92%) are level of convenience to find, (31.35%) are always available, (14.58%) are others.

WHAT DO YOU LIKE ABOUT YOUR PRESENT BRAND MILK?

14.58% PRICE 31.25% 31.35% CONVENIENCE TO FIND ALWAYS AVAILABLE OTHERS 22.92%

FIGURE 53. GRAPHICAL PRESENTATION ACCORDING TO WHAT DO YOU LIKE ABOUT YOUR PRESENT BRAND .

TABLE 54 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: ARE YOU WILLING TO TRY NEW BRAND OF POWDERED MILK? WILLING TO TRY NEW BRAND OF POWDERED MILK? YES NO TOTAL F %

320 80 400

80% 20% 100%

Table 53 revealed the frequency and percentage distribution according to how long you been patronizing that brand milk. Its shows that (80%) answers are yes and (20%) are answers no.

WILLING TO TRY NEW

YES NO

FIGURE 54. GRAPHICAL PRESENTATION ACCORDING TO: ARE TOU WILLING TO TRY NEWBRAND OF POWDERED MILK

TABLE 55 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE AFFORDABILITY OF BIRCH TREE FULL CREAM MILK

F AFFORDABILITY HIGH AVERAGE LOW CHEAP OTHERS TOTAL 60 240 60 10 30 400

15% 60% 15% 2.5% 7.5% 100%

Table 55 revealed the frequency and percentage distribution according to the affordability of Birch Tree full cream milk. It shows that (15%) answers are high, (60%) answers are average, (15%) answers are low, (2.5%) answers are cheap and (7.5%) answers are others.

AFFORDABILITY
OTHERS CHEAP LOW AVERAGE HIGH 0% 10% 15% 20% 30% 40% 50% 60% 70% 7.50% 2.50% 15% 60% AFFORDABILITY

FIGURE55. GRAPHICAL PRESENTATION ACCORDING TO THE AFFORDABILITY OF BIRCH TREE FULL CREAM MILK

TABLE 56 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF SIZE

F SIZE 1 2 3 4 5 TOTAL 20 20 90 110 160 400

5% 5% 22.5% 27.5% 40% 100%

Table 56 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of size. It shows that (5%) answers are 1 and 2, (22.5%) answers are 3, (27.5%) answers are 4, (40%) answers are 5.

SIZE
5 4 3 2 1 0% 5% 40.00% 27.50% 23% 5% 5% 10% 15% 20% 25% 30% 35% 40% 45% SIZE

FIGURE56. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF SIZE

TABLE 57 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PRICE

F PRICE 1 2 3 4 5 TOTAL 10 20 60 80 230 400

2.5% 5% 15% 20% 57.5% 100%

Table 57 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of price. It shows that (2.5%) answers are 1 and (5%) answers are 2, (15%) answers are 3, (20%) answers are 4, (57.5%) answers are 5.

PRICE
5 4 3 2 1 0% 57.50% 20.00% 15% 5% 3% 10% 20% 30% 40% 50% 60% 70% PRICE

FIGURE57. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF PRICE

TABLE 58 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF NUTRITION

F NUTRITION 1 2 3 4 5 TOTAL 20 0 40 20 320 400

5% 0% 10% 5% 80% 100%

Table 58 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of nutrition. It shows that (5%) answers are 1 and (0%) answers are 2, (10%) answers are 3, (5%) answers are 4, (80%) answers are 5.

NUTRITION
5 4 3 2 1 0% 80.00% 5.00% 10% 0% 5% 20% 40% 60% 80% 100% NUTRITION

FIGURE58. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF NUTRITION

TABLE 59 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF CELEBRITY ENDORSER

F CELEBRITY ENDORSER 1 2 3 4 5 TOTAL 20 40 150 60 130 400

5% 10% 37.5% 15% 32.5% 100%

Table 59 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of celebrity endorser. It shows that (5%) answers are 1 and (10%) answers are 2, (37.5%) answers are 3, (15%) answers are 4, (32.5%) answers are 5.

CELEBRITY ENDORSER
5 4 3 2 1 0% 32.50% 15.00% 10% 5% 10% 20% 30% 40% 38% CELEBRITY ENDORSER

FIGURE59. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF CELEBRITY ENDORSER

TABLE 60 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PACKAGING

F PACKAGING 1 2 3 4 5 TOTAL 0 40 100 110 150 400

0% 10% 25% 27.5% 37.5% 100%

Table 60 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of packaging. It shows that (0%) answers are 1 and (10%) answers are 2, (25%) answers are 3, (27.5%) answers are 4, (37.5%) answers are 5.

PACKAGING
5 4 3 2 1 0% 37.50% 27.50% 25% 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% PACKAGING

FIGURE60. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF PACKAGING

TABLE 61 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF ADVERTISEMENT

F ADVERTISEMENT 1 2 3 4 5 TOTAL 20 30 80 100 170 400

5% 7.5% 20% 25% 42.5% 100%

Table 61 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of advertisement. It shows that (5%) answers are 1 and (7.5%) answers are 2, (20%) answers are 3, (25%) answers are 4, (42.5%) answers are 5.

ADVERTISEMENT
5 4 3 2 1 0% 42.50% 25.00% 20% 8% 5% 10% 20% 30% 40% 50% ADVERTISEMENT

FIGURE61. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF ADVERTISEMENT

TABLE 62 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF IMAGE

F IMAGE 1 2 3 4 5 TOTAL 10 20 100 80 190 400

2.5% 5% 25% 20% 47.5% 100%

Table 62 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of image. It shows that (2.5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (20%) answers are 4, (47.5%) answers are 5.

IMAGE
5 4 3 2 1 0% 47.50% 20.00% 25% 5% 3% 10% 20% 30% 40% 50% IMAGE

FIGURE62. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF IMAGE

TABLE 63 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF BRANDING

F BRANDING 1 2 3 4 5 TOTAL 0 20 80 100 200 400

0% 5% 20% 25% 50% 100%

Table 63 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of branding. It shows that (0%) answers are 1 and (5%) answers are 2, (20%) answers are 3, (25%) answers are 4, (50%) answers are 5.

BRANDING
5 4 3 2 1 0% 50.00% 25.00% 20% 5% 0% 10% 20% 30% 40% 50% 60% BRANDING

FIGURE63. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF BRANDING

TABLE 64 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF QUALITY

F QUALITY 1 2 3 4 5 TOTAL 20 0 40 40 300 400

5% 0% 10% 10% 75% 100%

Table 64 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of quality. It shows that (5%) answers are 1 and (0%) answers are 2, (10%) answers are 3, (10%) answers are 4, (75%) answers are 5.

QUALITY
5 4 3 2 1 0% 75.00% 10.00% 10% 0% 5% 10% 20% 30% 40% 50% 60% 70% 80% QUALITY

FIGURE64. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF QUALITY

TABLE 65 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF SALES PROMOTIONS

F SALES PROMOTIONS 1 2 3 4 5 TOTAL 0 30 120 100 150 400

0% 7.5 % 30% 25% 37.5% 100%

Table 65 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of sales promotions. It shows that (0%) answers are 1 and (7.5%) answers are 2, (30%) answers are 3, (25%) answers are 4, (37.5%) answers are 5.

SALES PROMOTIONS
5 4 3 2 1 0% 37.50% 25.00% 30% 8% 0% 10% 20% 30% 40% SALES PROMOTIONS

FIGURE65. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF SALES PROMOTIONS

TABLE 66 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF HEALTH BENEFITS

F HEALTH BENEFITS 1 2 3 4 5 TOTAL 20 0 20 70 290 400

5% 0% 5% 17.5% 72.5% 100%

Table 66 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of health benefits. It shows that (5%) answers are 1 and (0%) answers are 2, (5%) answers are 3, (17.5%) answers are 4, (72.5%) answers are 5.

HEALTH BENEFITS
5 4 3 2 1 0% 72.50% 17.50% 5% 0% 5% 10% 20% 30% 40% 50% 60% 70% 80% H E A LT H B E

FIGURE66. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDEREDMILK IN TERMS OF HEALTH BENEFITS

TABLE 67 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF LOCATION

F LOCATION 1 2 3 4 5 TOTAL 30 0 70 170 130 400

7.5% 0% 17.5% 42.5% 32.5% 100%

Table 67 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of location. It shows that (7.5%) answers are 1 and (0%) answers are 2, (17.5%) answers are 3, (42.5%) answers are 4, (32.5%) answers are 5.

LOCATION
5 4 3 2 1 0% 32.50% 42.50% 18% 0% 8% 5% 10% 15% 20% 25% 30% 35% 40% 45%

FIGURE67. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF LOCATION

TABLE 68 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF COLOR

F COLOR 1 2 3 4 5 TOTAL 30 10 120 100 140 400

7.5% 2.5 % 30% 25% 35% 100%

Table 68 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of color. It shows that (7.5%) answers are 1 and (2.5%) answers are 2, (30%) answers are 3, (25%) answers are 4, (35%) answers are 5.

COLOR
5 4 3 2 1 0% 35.00% 25.00% 30% 3% 8% 5% 10% 15% 20% 25% 30% 35% 40%

FIGURE68. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF COLOR

TABLE 69 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF TEXTURE

F TEXTURE 1 2 3 4 5 TOTAL 0 20 120 110 150 400

0% 5% 30% 27.5% 37.5% 100%

Table 69 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of texture. It shows that (0%) answers are 1 and (5%) answers are 2, (30%) answers are 3, (27.5%) answers are 4, (37.5%) answers are 5.

TEXTURE
5 4 3 2 1 0% 37.50% 27.50% 30% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40%

FIGURE69. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF TEXTURE

TABLE 70 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF DISTRIBUTION

F DISTRIBUTION 1 2 3 4 5 TOTAL 20 30 100 100 150 400

5% 7.5% 25% 25% 37.5% 100%

Table 70 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of distribution. It shows that (5%) answers are 1 and (7.5%) answers are 2, (25%) answers are 3, (25%) answers are 4, (37.5%) answers are 5.

DISTRIBUTION
5 4 3 2 1 0% 5% 37.50% 25.00% 25% 8% 5% 10% 15% 20% 25% 30% 35% 40%

FIGURE70. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF DISTRIBUTION

TABLE 71 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF COMPETITION

F COMPETITION 1 2 3 4 5 TOTAL 10 50 50 150 140 400

2.5% 12.5% 12.5% 37.5% 35% 100%

Table 71 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of competition. It shows that (2.5%) answers are 1 and (12.5%) answers are 2, (12.5%) answers are 3, (37.5%) answers are 4, (35%) answers are 5.

COMPETITION
5 4 3 2 1 0% 35.00% 37.50% 13% 13% 3% 5% 10% 15% 20% 25% 30% 35% 40%

FIGURE71. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF COMPETITION

TABLE 72 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE DEGREE OF IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PLACE

F PLACE 1 2 3 4 5 TOTAL 10 20 100 100 170 400

2.5% 5% 25% 25% 42.5% 100%

Table 72 revealed the frequency and percentage distribution according to the degree of importance in choosing powdered milk in terms of place. It shows that (2.5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (25%) answers are 4, (42.5%) answers are 5.

PLACE
5 4 3 2 1 0% 5% 42.50% 25.00% 25% 5% 3% 10% 15% 20% 25% 30% 35% 40% 45%

FIGURE72. GRAPHICAL PRESENTATION ACCORDING TO THE DEGREE OF IMPORTANCE IN CHOOSING POWDERED MILK IN TERMS OF PLACE

TABLE 73 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF BELIEVABILITY

F BELIEVABILITY 1 2 3 4 5 TOTAL 10 20 130 120 120 400

2.5% 5% 32.5% 30% 30% 100%

Table 73 revealed the frequency and percentage distribution according to the degree the level of advertising effectiveness of birch tree full cream milk in terms of believability. It shows that (2.5%) answers are 1 and (5%) answers are 2, (32.5%) answers are 3, (30%) answers are 4, (30%) answers are 5.

BELIEVABILITY
40% 30% 20% 10% 0% 1 3% 2 5% 3 4 5 33% 30.00% 30.00%

FIGURE73. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERM OF BELIEVABILITY

TABLE 74 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF UNDERSTANDING

F UNDERSTANDING 1 2 3 4 5 TOTAL 20 20 100 120 140 400

5% 5% 25% 30% 35% 100%

Table 74 revealed the frequency and percentage distribution according to the degree the level of advertising effectiveness of birch tree full cream milk in terms of understanding. It shows that (5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (30%) answers are 4, (35%) answers are 5.

UNDERSTANDING
40% 30% 20% 10% 0% 1 5% 2 5% 3 4 5 25% 30.00% 35.00%

FIGURE74. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERM OF UNDERSTANDING

TABLE 75 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF CONVINCING

F CONVINCING 1 2 3 4 5 TOTAL 10 30 90 140 130 400

2.5% 7.5% 22.5% 35% 32.5% 100%

Table 75 revealed the frequency and percentage distribution according to the degree the level of advertising effectiveness of birch tree full cream milk in terms of convincing. It shows that (2.5%) answers are 1 and (7.5%) answers are 2, (22.5%) answers are 3, (35%) answers are 4, (32.5%) answers are 5.

CONVINCING
40% 30% 20% 10% 0% 1 3% 2 3 4 5 8% 23% 35.00% 32.50%

FIGURE75. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERM OF CONVINCING

TABLE 76 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF ORIGINALITY

F ORIGINALITY 1 2 3 4 5 TOTAL 30 20 100 90 160 400

7.5% 5% 25% 22.5% 40% 100%

Table 76 revealed the frequency and percentage distribution according to the degree the level of advertising effectiveness of birch tree full cream milk in terms of originality. It shows that (7.5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (22.5%) answers are 4, (40%) answers are 5.

ORIGINALITY
60% 40% 20% 0% 1 8% 2 5% 3 4 5 25% 22.50% 40.00%

FIGURE76. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERM OF ORIGINALITY

TABLE 77 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF PURCHASING

F PURCHASING 1 2 3 4 5 TOTAL 20 20 110 110 140 400

5% 5% 27.5% 27.5% 35% 100%

Table 77 revealed the frequency and percentage distribution according to the degree the level of advertising effectiveness of birch tree full cream milk in terms of purchasing. It shows that (5%) answers are 1 and (5%) answers are 2, (27.5%) answers are 3, (27.5%) answers are 4, (35%) answers are 5.

PURCHASING
40% 30% 20% 10% 0% 1 5% 2 5% 3 4 5 28% 27.50% 35.00%

FIGURE77. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERM OF PURCHASING

TABLE 78 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT QUALITY

F PRODUCT QUALITY 1 2 3 4 5 TOTAL 20 0 110 110 160 400

5% 0% 27.5% 27.5% 40% 100%

Table 78 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of product quality. It shows that (5%) answers are 1 and (0%) answers are 2, (27.5%) answers are 3, (27.5%) answers are 4, (40%) answers are 5.

PRODUCT QUALITY
60% 40% 20% 0% 1 5% 2 0% 3 4 5 28% 28.00% 40.00%

FIGURE78. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PRODUCT QUALITY

TABLE 79 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF VALUE

F VALUE 1 2 3 4 5 TOTAL 10 10 120 130 130 400

2.5% 2.5% 30% 32.5% 32.5% 100%

Table 79 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of value. It shows that (2.5%) answers are 1 and (2.5%) answers are 2, (30%) answers are 3, (32.5%) answers are 4, (32.5%) answers are 5.

VALUE
40% 30% 20% 10% 0% 1 3% 2 3% 3 4 5 30% 32.50% 32.50%

FIGURE79. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF VALUE

TABLE 80 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT EXPECTATION

F PRODUCT EXPECTATION 1 2 3 4 5 TOTAL 20 10 160 80 130 400

5% 2.5% 40% 20% 32.5% 100%

Table 80 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of product expectation. It shows that (5%) answers are 1 and (2.5%) answers are 2, (40%) answers are 3, (20%) answers are 4, (32.5%) answers are 5.

PRODUCT EXPECTATION
60% 40% 20% 0% 1 5% 2 3% 3 4 5 40% 20.00% 32.50%

FIGURE80. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PRODUCT EXPECTATION

TABLE 81 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT PERCEPTION

F PRODUCT PERCEPTION 1 2 3 4 5 TOTAL 20 20 160 90 110 400

5% 5% 40% 22.5% 27.5% 100%

Table 81 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of product perception. It shows that (5%) answers are 1 and (5%) answers are 2, (40%) answers are 3, (22.5%) answers are 4, (27.5%) answers are 5.

PRODUCT PERCEPTION
60% 40% 20% 0% 1 5% 2 5% 3 4 5 40% 22.50% 32.50%

FIGURE81. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PRODUCT PERCEPTION

TABLE 82 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF USAGE EXPERIENCE

F USAGE EXPERIENCE 1 2 3 4 5 TOTAL 30 20 140 90 120 400

7.5% 5% 35% 22.5% 30% 100%

Table 82 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of usage experience. It shows that (7.5%) answers are 1 and (5%) answers are 2, (35%) answers are 3, (22.5%) answers are 4, (30%) answers are 5.

USAGE EXPERIENCE
40% 30% 20% 10% 0% 1 2 3 4 5 8% 5% 35% 22.50% 27.50%

FIGURE82. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF USAGE EXPERIENCE

TABLE 83 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF TASTE

F TASTE 1 2 3 4 5 TOTAL 30 10 110 80 170 400

7.5% 2.5% 27.5% 20% 42.5% 100%

Table 83 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of taste. It shows that (7.5%) answers are 1 and (2.5%) answers are 2, (27.5%) answers are 3, (20%) answers are 4, (42.5%) answers are 5.

TASTE
60% 40% 20% 0% 1 8% 2 3% 3 4 5 28% 20.00% 42.50%

FIGURE83. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF TASTE

TABLE 84 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PROMOTIONS

F PROMOTIONS 1 2 3 4 5 TOTAL 0 50 120 110 120 400

0% 12.5% 30% 27.5% 30% 100%

Table 84 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of promotions. It shows that (0%) answers are 1 and (12.5%) answers are 2, (30%) answers are 3, (27.5%) answers are 4, (30%) answers are 5.

PROMOTION
60% 40% 30% 20% 0% 1 0% 2 3 4 5 13% 27.50% 42.50%

FIGURE84. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PROMOTIONS

TABLE 85 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRICE

F PRICE 1 2 3 4 5 TOTAL 20 10 130 110 130 400

5% 2.5% 32.5% 27.5% 32.5% 100%

Table 84 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of price. It shows that (5%) answers are 1 and (2.5%) answers are 2, (32.5%) answers are 3, (27.5%) answers are 4, (32.5%) answers are 5.

PRICE
40% 30% 20% 10% 0% 1 5% 2 3% 3 4 5 33% 27.50% 32.50%

FIGURE85. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PRICE

TABLE 86 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING

F PACKAGING 1 2 3 4 5 TOTAL 10 20 120 120 130 400

2.5% 5% 30% 30% 32.5% 100%

Table 86 revealed the frequency and percentage distribution according to the level of satisfaction of birch tree full cream milk in terms of packaging. It shows that (2.5%) answers are 1 and (5%) answers are 2, (30%) answers are 3, (30%) answers are 4, (32.5%) answers are 5.

PACKAGING
40% 30% 20% 10% 0% 1 3% 2 5% 3 4 5 30% 30.00% 32.50%

FIGURE86. GRAPHICAL PRESENTATION ACCORDING TO THE LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERM OF PACKAGING

TABLE 87 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE CURRENT PROBLEM AFFECTING THE PRODUCT AWARENESS AND SALES PROMOTION OF BIRCH TREE FULL CREAM MILK

F CURRENT PROBLEMS PRODUCT QUALITY PROMOTION PRICE ADVERTISING QUALITY BENEFITS COMPETITION DISTRIBUTION PLACE TOTAL 80 10 100 70 160 30 20 110 20 10 610

13.11% 1.64% 16.39% 11.48% 26.23% 4.92% 3.28% 18.03% 3.28% 1.64% 100%

Table 87 revealed the frequency and percentage distribution according to the current problem affecting the product awareness and sales promotion of Birch Tree full cream milk. It shows that (13.11%) answers are product, (1.64%) answers are quality, (16.39%) answers are promotion, (11.48%) answers are price, (26.23%) answers are advertising, (4.92%) are quanity, (3.28%) are benefits, (18.03%) are competition, (3.28%) are distribution, (1.64%) are place.

CURRENT PROBLEMS
3.28% 1.64% 13%

2% 18.03%

16% 3.28%

5%

11.48%

26.23%

FIGURE87. GRAPHICAL PRESENTATION ACCORDING TO THE CURRENT PROBLEM AFFECTING THE PRODUCT AWARENESS AND SALES PROMOTION OF BIRCH TREE FULL CREAM MILK

TABLE 88 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT

F PROBLEMS POOR QUALITY UNAVAILABILITY INGREDIENTS NO HEALTH BENEFITS PACKAGING OTHERS TOTAL 100 200 30 20 90 10 400

22.22% 44.44% 6.67% 4.44% 20% 2.22% 100%

Table 88 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of product. It shows that (22.22%) answers are poor quality and (44.44%) answers are unavailability, (6.67%) answers are ingredients, (4.44%) answers are no health benefits, (20%) answers are packaging and (2.22%) answers are others.

PROBLEMS
50% 22% 0% 7% 44% 20.00% 4.44% 2.22%

FIGURE88. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT

TABLE 89 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF QUALITY

F QUALITY FEW PRODUCTS NOT ALWAYS AVAILABLE NOT OBSERVED TOTAL 180 190 40 410

43.90% 46.34% 9.76% 100%

Table 89 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (43.9%) answers are few products and (46.34%) answers are not always available and (9.76%) answers are ingredients.

QUALITY
50% 40% 30% 20% 10% 0% FEW PRODUCTS NOT ALWAYS AVAILABLE NOT OBSERVED 7% 44% 46%

FIGURE89. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF QUALITY

TABLE 90 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PROMOTION

F PROMOTION NO ADVERTISEMENT ADS DOESNT ATTRACT CUSTOMER NO DISCOUNT POOR SALES PROMOTIONS LOW PROFILE ENDORSER TOTAL 120 110 50 150 20 450

27% 24% 11% 33% 4% 100%

Table 90 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of promotion. It shows that (27%) answers are no advertisement , (24%) answers are ads doesnt attract customer, (11%) answers are no discount, (33%) answers are poor sales promotions and (4%) answers are low profile endorsers.

PROMOTION
40% 30% 20% 10% 0% 27% 33.00% 24% 11% 4.00% NO ADVERTISEMENT ATTRACT CUSTOMERS POOR SALES PROMOTIONS ADS DOESN'T NO DISCOUNT LOW PROFILE ENDORSER

FIGURE90. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PROMOTIONS

TABLE 91 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRICE

F PRICE UNREASONABLE VALUE FOR MONEY UNREASONABLE VALUE FOR PRICE JUST RIGHT TOTAL 100 90 220 410

24.39% 21.95% 53.66% 100%

Table 91 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of price. It shows that (24.39%) answers are no unreasonable value for money, (21.95%) answers are unreasonable value for price and (53.66%) answers are just right.

PRICE
100% 50% 0% UNREASONABLE VALUE FOR UNREASONABLE VALUE FOR PRICE MONEY 24% 22% JUST RIGHT 54%

FIGURE91. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRICE

TABLE 92 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF ADVERTISING

F ADVERTISING FEW NOT GETTING ATTENTION TOTAL 280 120 400

70% 30% 100%

Table 92 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of advertising. It shows that (70%) answers are few, (30%) answers are not getting attention.

ADVERTISING
30%

70%

FIGURE92. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF ADVERTISING

TABLE 93 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING

F PACKAGING EASILY DAMAGED NOT PROPORTION TO SIZE HARD TO OPEN OTHERS TOTAL 110 120 120 60 410

26.83% 29.27%% 29.27% 14.63% 100%

Table 93 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of packaging. It shows that (26.83%) answers are easily damaged, (29.27%) answers are not proportion to size, (29.27%) answers are hard to open and (14.63%) answers are others.

PACKAGING
30%

70%

FIGURE93. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING

TABLE 94 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF QUALITY

F QUALITY LACK OF NUTRITION POOR TASTE OTHERS TOTAL 150 150 110 410

36.6% 36.6%% 26.8% 100%

Table 94 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (36.6%) answers are lack in nutrition, (36.6%) answers are poor taste and (26.8%) are others.

QUALITY
27% 37%

37%

FIGURE94. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF QUALITY

TABLE 95 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF BENEFITS

F BENEFITS NO ADDITIONAL VALUE NO ADDITIONAL KNOWLEDGE NOT OBSERVED TOTAL 100 190 120 410

24.4% 46.3%% 29.3% 100%

Table 95 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (24.4%) answers are no additional value, (46.6%) answers are no additional knowledge and (26.3%) are others.

BENEFITS
29% 24%

46%

FIGURE95. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF BENEFITS

TABLE 96 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF COMPETITION

F COMPETITION MORE COMPETITION NOT OBSERVED TOTAL 320 80 400

80% 20% 100%

Table 96 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of competition. It shows that (80%) answers are more competition, (20%) answers are not observed.

COMPETITION
20%

80%

FIGURE96. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF COMPETITION

TABLE 97 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PLACE

F PLACE NOT ALWAYS AVAILABLE HARD TO FIND OTHERS TOTAL 210 180 20 400

51.2% 43.9% 4.9% 100%

Table 97 revealed the frequency and percentage distribution according to: what would be the problem of Birch Tree full cream milk in terms of place. It shows that (51.2%) answers are not always available, (43.9%) answers are hard to find and (4.9%) answers are others.

PLACE
5%

44% 51%

FIGURE97. GRAPHICAL PRESENTATION ACCORDING TO: WHAT WOULD BE THE PROBLEM OF BIRCH TREE FULL CREAM MILK IN TERMS OF PLACE

TABLE 98 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO DISLIKE WHEN IT COMES TO BIRCH TREE FULL CREAM MILK DRINK

F DISLIKE TASTE FLAVOR TEXTURE OTHERS TOTAL 160 80 60 100 400

40% 20% 15% 25% 100%

Table 98 revealed the frequency and percentage distribution according to dislike when it comes to Birch Tree full cream milk drink. It shows that (40%) answers are taste, (20%) answers are flavor and (15%) answers are texture and (25%) are others.

DISLIKE
25.00% 40% 15% 20%

FIGURE98. GRAPHICAL PRESENTATION ACCORDING TO DISLIKE WHEN IT COMES TO BIRCH TREE FULL CREAM MILK PRODUCTS

TABLE 99 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE PRICE OF BIRCH TREE FULL CREAM MILK COMPARED TO OTHER BRAND OF MILK

F PRICE HIGH JUST RIGHT LOWER TOTAL 90 240 70 400

22.5% 60% 17.5% 100%

Table 99 revealed the frequency and percentage distribution according to the price of Birch Tree full cream milk compared to other brand of milk. It shows that (22.5%) answers are high, (60%) answers are just right and (17.5%) answers are lower.

PRICE
LOW 19% HIGH 23% JUST RIGHT 60%

FIGURE99. GRAPHICAL PRESENTATION ACCORDING TO THE PRICE OF BIRCH TREE FULL CREAM MILK COMPARED TO OTHER BRAND OF MILK

TABLE 100 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK F EFFECTIVE YES NO TOTAL 200 200 400 50% 50% 100% %

Table 100 revealed the frequency and percentage distribution according to the advertising effectiveness of Birch Tree full cream milk. It shows that (50%) answers are yes and (50%) answers are no.

EFFECTIVE

NO 50%

YES 50%

FIGURE100. GRAPHICAL PRESENTATION ACCORDING TO ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK

TABLE 101 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE TASTE STANDARD OF BIRCH TREE FULL CREAM MILK F MEET THE TASTE STANDARD YES NO TOTAL 240 160 400 60% 40% 100% %

Table 101 revealed the frequency and percentage distribution according to the taste standard of Birch Tree full cream milk. It shows that (60%) answers are yes and (40%) answers are no.

MEET THE TASTE STANDARD

YES NO

45% 55%

FIGURE101. GRAPHICAL PRESENTATION ACCORDING TO TASTE STANDARD OF BIRCH TREE FULL CREAM MILK

TABLE 102 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO THE TASTE SATISFACTION OF BIRCH TREE FULL CREAM MILK F SATISFIED YES NO TOTAL 240 160 400 60% 40% 100% %

Table 102 revealed the frequency and percentage distribution according to the taste satisfaction of Birch Tree full cream milk. It shows that (60%) answers are yes and (40%) answers are no.

SATISFIED
YES NO

45% 55%

FIGURE102. GRAPHICAL PRESENTATION ACCORDING TO TASTE SATISFACTION OF BIRCH TREE FULL CREAM MILK

TABLE 103 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS 0F FLAVOR F WANTS TO HAVE FLAVOR? YES NO TOTAL 310 90 400 77.5% 22.5% 100% %

Table 103 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of flavor. It shows that (77.5%) answers are yes and (22.5%) answers are no.

WANTS TO HAVE FLAVOR?

YES NO

23%

78%

FIGURE103. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF FLAVOR

TABLE 104 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS 0F FLAVOR PREFERENCES F FLAVOR PREFERENCES CHOCOLATE MILK STRAWBERRY MILK GREEN APPLE MILK MANGO CREAM MILK VANILA-CHOCO MILK OTHERS TOTAL 200 30 40 20 70 10 400 54.05% 8.11% 10.81% 5.41% 18.92% 2.70% 100% %

Table 104 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of flavor preferences. It shows that (54.05%) answers are chocolate milk, (8.11%) answers are strawberry milk, (10.81%) answers are green apple milk, (5.41%) answers mango cream milk, (18.92%) answers are vanilla-choco milk and (2.70%) answers are others.

FLAVOR PREFERENCES
CHOCOLATE MANGO CREAM MILK STRAWBERRY MILK VANILA-CHOCO MILK GREEN APPLE MILK OTHERS

19% 5% 11% 8%

3% 54%

FIGURE104. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF FLAVOR PREFERENCES

TABLE 105 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF COLOR BASED ON ITS FLAVOR F WILL YOU TRY? YES NO TOTAL 250 150 400 62.5% 37.5% 100% %

Table 105 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of color based on its flavor. It shows that (62.5%) answers are yes and (37.5%) answers are no.

WILL YOU TRY?

YES NO

38% 63%

FIGURE105. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF COLOR BASED ON ITS FLAVOR

TABLE 106 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF READING THE BACKSIDE PANEL BEFORE PURCHASING F READ YES NO TOTAL 280 120 400 70% 30% 100% %

Table 106 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of reading the backside panel before purchasing. It shows that (70%) answers are yes and (30%) answers are no.

READ
YES NO

30% 70%

FIGURE106. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF READING THE BACKSIDE PANEL BEFORE PURCHASING

TABLE 107 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF SATISFACTION IN PROVIDING PRODUCT INFORMATION F SATISFIED YES NO TOTAL 300 100 400 75% 25% 100% %

Table 107 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of satisfaction in providing product information. It shows that (75%) answers are yes and (25%) answers are no.

SATISFIED
YES NO

25% 75%

FIGURE107. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF SATISFACTION IN PROVIDING PRODUCT INFORMATION

TABLE 108 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING CHARACTERISTICS THAT ATTRACT MOST F CHARACTERISTICS COLOR FONT UNIQUE DESIGN DRAWING AND ILLUSION INFORMATION TOTAL 110 20 200 40 110 400 23% 4% 42% 8% 23% 100% %

Table 108 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of packaging characteristics that attract most. It shows that (23%) answers are color, (4%) answers are font, (42%) answers are unique design, (8%) answers are drawing and illusion and (23%) answers are information.

SATISFIED
COLOR FONT 5% 28% UNIQUE DESIGN 15% 49% DRAWING AND ILLUSION INFORMATION

3%

FIGURE108. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING CHARACTERISTICS THAT ATTRACT MOST

TABLE 109 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF CELEBRITY ENDORSER F SAME YES NO TOTAL 300 100 400 35% 25% 100% %

Table 109 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of celebrity endorser. It shows that (35%) answers are yes, (25%) answers are no.

SAME
YES NO

25%

75%

FIGURE109. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF CELEBBRITY ENDORSER

TABLE 110 THE FREQUENCY AND PERCENTAGE DISTRIBUTION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF NEW CELEBRITY ENDORSER F PREFERENCES DINGDONG AND MARIAN GERALD AND KIM PIOLO AND KC JOHN LLYOD AND SARAH PHIL AND ANGEL OTHERS TOTAL 60 30 20 40 40 60 400 24% 12% 8% 16% 16% 24% 100% %

Table 110 revealed the frequency and percentage distribution according to comments and suggestion for Birch Tree full cream milk in terms of packaging new celebrity endorser. It shows that (24%) answers are color, (12%) answers are font, (16%) answers are unique design, (16%) answers are drawing and illusion and (24%) answers are information.

PREFERENCES
DINGDONG AND MARIAN JOHN LLOYD AND SARAH GERALD AND KIM PHIL AND ANGEL PIOLO AND KC OTHERS

FIGURE110. GRAPHICAL PRESENTATION ACCORDING TO COMMENTS AND SUGGESTION FOR BIRCH TREE FULL CREAM MILK IN TERMS OF NEW CEBRITY ENDORSER

CHAPTER IV FINDINGS, CONCLUSION AND RECOMMENDATIONS This chapter presents the findings, conclusions and recommendations of the study. It reveals the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011

Summary of Findings 1. Shows the majority of the respondents whose drink milk products answer is yes while no were least. 2. Shows the majority of the respondents whose favorite milk answer is yes while no were the least. 3. Shows the majority of the respondents whose age is 20 and below while 2630 were the least. 4. Shows the majority of the respondents whose civil status is single while married were the least. 5. Shows the majority of the respondents whose gender is female while male were the least. 6. Shows the majority of the respondents whose religion is Roman Catholic while others were the least. 7. Shows the majority of the respondents whose level of income is 10000 while 30001-35000 were the least. 8. Shows the majority of the respondents whose family size is 5-6 members while 1-2 members were the least.

9. Shows the majority of the respondents whose occupational status is unemployed while employed were the least. 10. Shows the majority of the respondents whose educational attainment is student while elementary graduate were the least. 11. Shows the majority of the respondents whose nationality is Filipino while others were the least. 12. Shows the majority of the respondents whose Makati residency is district I while non-Makati resident were the least. 13. Shows the majority of the respondents whose household main source of information is television while magazines were the least. 14. Shows the majority of the respondents whose come into mind are Bearbrand while others were the least. 15. Shows the majority of the respondents whose appealing to their eyes answer is yes while no were the least. 16. Shows the majority of the respondents whose ads fun to watch answer is yes while no were the least. 17. Shows the majority of the respondents whose talk about the ads answer is yes while no were the least. 18. Shows the majority of the respondents whose have a positive reaction answer is yes while no were the least. 19. Shows the majority of the respondents whose how they become aware answer is television while relatives were the least.

20. Shows the majority of the respondents whose Brand heard, seen and read during the past week is Nido while Birch Tree was the least. 21. Shows the majority of the respondents whose how well do you remember answer is very well while not at all were the least. 22. Shows the majority of the respondents whose what would they say to the ad answer is entice people to try the product while cheaper price were the least. 23. Shows the majority of the respondents which if you describe answer is informative while sincere and emotional were the least. 24. Shows the majority of the respondents which aware of Birch Tree full cream milk answer is yes while no were the least. 25. Shows the majority of the respondents which how did become aware of Birch tree answer is thru television while flyers, relatives and neighbors were the least. 26. Shows the majority of the respondents whose have been seen, heard, read Birch Tree ads answer is yes while no were the least. 27. Shows the majority of the respondents which kind of media is television while relatives were the least. 28. Shows the majority of the respondents answer in which they think of Birch Tree, Better, same or worse are better while worse were the least. 29. Shows the majority of the respondents answer which main message of Birch Tree is brand awareness while less expensive were the least.

30. Shows the majority of the respondents answer which milk brand they tried is Bearbrand while Birch Tree, anchor and others were the least. 31. Shows the majority of the respondents answer which milk brand last used is Bearbrand while Birch Tree and Anchor were the least. 32. Shows the majority of the respondents answer which milk brands do they often use is BearBrand while Birch Tree was the least. 33. Shows the majority of the respondents answer which how long answer is more than 4 yrs while more than 3 yrs and others were the least. 34. Shows the majority of the respondents answer which milk influence to patronize is family while others were the least. 35. Shows the majority of the respondents answer which why do they patronize is to get nourish while others were the least. 36. Shows the majority of the respondents answer which in what type do you want your milk to come is powdered while evaporated were the least. 37. Shows the majority of the respondents answer which why day of the week is Monday while Thursday was the least. 38. Shows the majority of the respondents answer which time/ part of the day they drink milk is in the morning while others were the least. 39. Shows the majority of the respondents answer brand they like to try is Bearbrand while others were the least. 40. Shows the majority of the respondents whose answer which brand they like to try is Bearbrand while others were the least.

41. Shows the majority of the respondents answer in terms of how much are you willing to buy for your milk drink is below P50 pesos and P50-P100 while above 100 were the least. 42. Shows the majority of the respondents answer in terms of encourages to shift from present brand milk is low price while others were the least. 43. Shows the majority of the respondents answer in terms of who else in your household patronize the brand milk is relatives while others were the least. 44. Shows the majority of the respondents answer in terms of do any of your friends or family members use Birch Tree full cream milk is no while yes were the least. 45. Shows the majority of the respondents answer in terms of usually purchased are parents while uncle were the least. 46. Shows the majority of the respondents answer in terms of how much are you willing to buy for your milk drink is below P50 pesos and P50-P100 while above 100 were the least. 47. According to do you have time schedule to go to the supermarket, store, etc. to buy. It shows that (87.5%) of the respondents answered yes, and (12.5%) answered no. 48. According to when do you usually purchase. It shows that (22%) are everyday, (49%) are once a week, (7%) are twice a day, (2%) are every other day and (20%) are others.

49. According to what size of milk do you usually purchase. It shows that (22.5%) are 26 grams, (32.5%) are 80 grams, (22.5%) are 150 grams, (17.5%) are 300 grams and (5%) are others. 50. According to how long you had been patronizing that brand milk. Its shows that (25%) are less than 6 months, (17.5%) are 1 yr., (40%) are more than 1 yr., (17.5%) are none of the above. 51. According to how long you been patronizing that brand milk.Its shows that (59.26%) are high level of nutrition, (22.2%) are perceived value for money, (3.70%) are good packaging, (9.26%) are good image, and (5.56%) are others. 52. According to what do you dislike about your present brand milk. Its shows that (32.2%) are packaging, (12.2%) are level of nutrition, (26.8%) are no promotion, (12.2%) are product quality, and (14.6%) are others. 53. According to what do you like about your present brand milk. Its shows that (31.25%) are price, (22.92%) are level of convenience to find, (31.35%) are always available, (14.58%) are others. 54. According to are you willing to try new brand of powdered milk Its shows that (80%) answers are yes and (20%) are answers no. 55. According to the affordability of Birch Tree full cream milk. It shows that (15%) answers are high, (60%) answers are average, (15%) answers are low, (2.5%) answers are cheap and (7.5%) answers are others.

56. According to the degree of importance in choosing powdered milk in terms of size It shows that (5%) answers are 1 and 2, (22.5%) answers are 3, (27.5%) answers are 4, (40%) answers are 5. 57. According to the degree of importance in choosing powdered milk in terms of price. It shows that (2.5%) answers are 1 and (5%) answers are 2, (15%) answers are 3, (20%) answers are 4, (57.5%) answers are 5. 58. According to the degree of importance in choosing powdered milk in terms of nutrition. It shows that (5%) answers are 1 and (0%) answers are 2, (10%) answers are 3, (5%) answers are 4, (80%) answers are 5. 59. According to the degree of importance in choosing powdered milk in terms of celebrity endorser. It shows that (5%) answers are 1 and (10%) answers are 2, (37.5%) answers are 3, (15%) answers are 4, (32.5%) answers are 5. 60. According to the degree of importance in choosing powdered milk in terms of packaging. It shows that (0%) answers are 1 and (10%) answers are 2, (25%) answers are 3, (27.5%) answers are 4, (37.5%) answers are 5. 61. According to the degree of importance in choosing powdered milk in terms of advertisement. It shows that (5%) answers are 1 and (7.5%) answers are 2, (20%) answers are 3, (25%) answers are 4, (42.5%) answers are 5. 62. According to the degree of importance in choosing powdered milk in terms of image. It shows that (2.5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (20%) answers are 4, (47.5%) answers are 5.

63. According to the degree of importance in choosing powdered milk in terms of branding. It shows that (0%) answers are 1 and (5%) answers are 2, (20%) answers are 3, (25%) answers are 4, (50%) answers are 5. 64. According to the degree of importance in choosing powdered milk in terms of quality. It shows that (5%) answers are 1 and (0%) answers are 2, (10%) answers are 3, (10%) answers are 4, (75%) answers are 5. 65. According to the degree of importance in choosing powdered milk in terms of sales promotions. It shows that (0%) answers are 1 and (7.5%) answers are 2, (30%) answers are 3, (25%) answers are 4, (37.5%) answers are 5. 66. According to the degree of importance in choosing powdered milk in terms of health benefits. It shows that (5%) answers are 1 and (0%) answers are 2, (5%) answers are 3, (17.5%) answers are 4, (72.5%) answers are 5. 67. According to the degree of importance in choosing powdered milk in terms of location. It shows that (7.5%) answers are 1 and (0%) answers are 2, (17.5%) answers are 3, (42.5%) answers are 4, (32.5%) answers are 5. 68. According to the degree of importance in choosing powdered milk in terms of color. It shows that (7.5%) answers are 1 and (2.5%) answers are 2, (30%) answers are 3, (25%) answers are 4, (35%) answers are 5. 69. According to the degree of importance in choosing powdered milk in terms of texture. It shows that (0%) answers are 1 and (5%) answers are 2, (30%) answers are 3, (27.5%) answers are 4, (37.5%) answers are 5.

70. According to the degree of importance in choosing powdered milk in terms of distribution. It shows that (5%) answers are 1 and (7.5%) answers are 2, (25%) answers are 3, (25%) answers are 4, (37.5%) answers are 5. 71. According to the degree of importance in choosing powdered milk in terms of competition. It shows that (2.5%) answers are 1 and (12.5%) answers are 2, (12.5%) answers are 3, (37.5%) answers are 4, (35%) answers are 5. 72. According to the degree of importance in choosing powdered milk in terms of place. It shows that (2.5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (25%) answers are 4, (42.5%) answers are 5. 73. According to the degree the level of advertising effectiveness of birch tree full cream milk in terms of believability. It shows that (2.5%) answers are 1 and (5%) answers are 2, (32.5%) answers are 3, (30%) answers are 4, (30%) answers are 5. 74. According to the degree the level of advertising effectiveness of birch tree full cream milk in terms of understanding. It shows that (5%) answers are 1 and (5%) answers are 2, (25%) answers are 3, (30%) answers are 4, (35%) answers are 5. 75. According to the degree the level of advertising effectiveness of birch tree full cream milk in terms of convincing. It shows that (2.5%) answers are 1 and (7.5%) answers are 2, (22.5%) answers are 3, (35%) answers are 4, (32.5%) answers are 5. 76. According to the degree the level of advertising effectiveness of birch tree full cream milk in terms of originality. It shows that (7.5%) answers are 1 and

(5%) answers are 2, (25%) answers are 3, (22.5%) answers are 4, (40%) answers are 5. 77. According to the degree the level of advertising effectiveness of birch tree full cream milk in terms of purchasing. It shows that (5%) answers are 1 and (5%) answers are 2, (27.5%) answers are 3, (27.5%) answers are 4, (35%) answers are 5. 78. According to the level of satisfaction of birch tree full cream milk in terms of product quality. It shows that (5%) answers are 1 and (0%) answers are 2, (27.5%) answers are 3, (27.5%) answers are 4, (40%) answers are 5. 79. According to the level of satisfaction of birch tree full cream milk in terms of value. It shows that (2.5%) answers are 1 and (2.5%) answers are 2, (30%) answers are 3, (32.5%) answers are 4, (32.5%) answers are 5. 80. According to the level of satisfaction of birch tree full cream milk in terms of product expectation. It shows that (5%) answers are 1 and (2.5%) answers are 2, (40%) answers are 3, (20%) answers are 4, (32.5%) answers are 5. 81. According to the level of satisfaction of birch tree full cream milk in terms of product perception. It shows that (5%) answers are 1 and (5%) answers are 2, (40%) answers are 3, (22.5%) answers are 4, (27.5%) answers are 5. 82. According to the level of satisfaction of birch tree full cream milk in terms of usage experience. It shows that (7.5%) answers are 1 and (5%) answers are 2, (35%) answers are 3, (22.5%) answers are 4, (30%) answers are 5.

83. According to the level of satisfaction of birch tree full cream milk in terms of taste. It shows that (7.5%) answers are 1 and (2.5%) answers are 2, (27.5%) answers are 3, (20%) answers are 4, (42.5%) answers are 5. 84. According to the level of satisfaction of birch tree full cream milk in terms of promotions. It shows that (0%) answers are 1 and (12.5%) answers are 2, (30%) answers are 3, (27.5%) answers are 4, (30%) answers are 5. 85. According to the level of satisfaction of birch tree full cream milk in terms of price. It shows that (5%) answers are 1 and (2.5%) answers are 2, (32.5%) answers are 3, (27.5%) answers are 4, (32.5%) answers are 5. 86. According to the level of satisfaction of birch tree full cream milk in terms of packaging. It shows that (2.5%) answers are 1 and (5%) answers are 2, (30%) answers are 3, (30%) answers are 4, (32.5%) answers are 5. 87. According to the current problem affecting the product awareness and sales promotion of Birch Tree full cream milk. It shows that (13.11%) answers are product, (1.64%) answers are quality, (16.39%) answers are promotion, (11.48%) answers are price, (26.23%) answers are advertising, (4.92%) are quantity, (3.28%) are benefits, (18.03%) are competition, (3.28%) are distribution, (1.64%) are place. 88. According to what would be the problem of Birch Tree full cream milk in terms of product. It shows that (22.22%) answers are poor quality and (44.44%) answers are unavailability, (6.67%) answers are ingredients, (4.44%) answers are no health benefits, (20%) answers are packaging and (2.22%) answers are others.

89. According to what would be the problem of Birch Tree full cream milk in terms of quality, It shows that (43.9%) answers are few products and (46.34%) answers are not always available and (9.76%) answers are ingredients. 90. According to what would be the problem of Birch Tree full cream milk in terms of promotion. It shows that (27%) answers are no advertisement , (24%) answers are ads doesnt attract customer, (11%) answers are no discount, (33%) answers are poor sales promotions and (4%) answers are low profile endorsers. 91. According to what would be the problem of Birch Tree full cream milk in terms of price. It shows that (24.39%) answers are no unreasonable value for money, (21.95%) answers are unreasonable value for price and (53.66%) answers are just right. 92. According to what would be the problem of Birch Tree full cream milk in terms of advertising. It shows that (70%) answers are few, (30%) answers are not getting attention. 93. According to what would be the problem of Birch Tree full cream milk in terms of packaging. It shows that (26.83%) answers are easily damaged, (29.27%) answers are not proportion to size, (29.27%) answers are hard to open and (14.63%) answers are others. 94. According to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (36.6%) answers are lack in nutrition, (36.6%) answers are poor taste and (26.8%) are others.

95. According to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (24.4%) answers are no additional value, (46.6%) answers are no additional knowledge and (26.3%) are others. 96. According to: what would be the problem of Birch Tree full cream milk in terms of competition. It shows that (80%) answers are more competition, (20%) answers are not observed. 97. According to: what would be the problem of Birch Tree full cream milk in terms of place. It shows that (51.2%) answers are not always available, (43.9%) answers are hard to find and (4.9%) answers are others. 98. According to dislike when it comes to Birch Tree full cream milk drink. It shows that (40%) answers are taste, (20%) answers are flavor and (15%) answers are texture and (25%) are others. 99. According to the price of Birch Tree full cream milk compared to other brand of milk. It shows that (22.5%) answers are high, (60%) answers are just right and (17.5%) answers are lower. 100. According to the advertising effectiveness of Birch Tree full cream milk. It shows that (50%) answers are yes and (50%) answers are no. 101. According to the taste standard of Birch Tree full cream milk. It shows that (60%) answers are yes and (40%) answers are no. 102. According to the taste satisfaction of Birch Tree full cream milk. It shows that (60%) answers are yes and (40%) answers are no.

103. According to comments and suggestion for Birch Tree full cream milk in terms of flavor. It shows that (77.5%) answers are yes and (22.5%) answers are no. 104. According to comments and suggestion for Birch Tree full cream milk in terms of flavor preferences. It shows that (54.05%) answers are chocolate milk, (8.11%) answers are strawberry milk, (10.81%) answers are green apple milk, (5.41%) answers mango cream milk, (18.92%) answers are vanillachoco milk and (2.70%) answers are others. 105. According to comments and suggestion for Birch Tree full cream milk in terms of color based on its flavor. It shows that (62.5%) answers are yes and (37.5%) answers are no. 106. According to comments and suggestion for Birch Tree full cream milk in terms of reading the backside panel before purchasing. It shows that (70%) answers are yes and (30%) answers are no. 107. According to comments and suggestion for Birch Tree full cream milk in terms of satisfaction in providing product information. It shows that (75%) answers are yes and (25%) answers are no. 108. According to comments and suggestion for Birch Tree full cream milk in terms of packaging characteristics that attract most. It shows that (23%) answers are color, (4%) answers are font, (42%) answers are unique design, (8%) answers are drawing and illusion and (23%) answers are information.

109. According to comments and suggestion for Birch Tree full cream milk in terms of celebrity endorser. It shows that (35%) answers are yes, (25%) answers are no. 110. According to comments and suggestion for Birch Tree full cream milk in terms of packaging new celebrity endorser. It shows that (24%) answers are color, (12%) answers are font, (16%) answers are unique design, (16%) answers are drawing and illusion and (24%) answers are information.

Conclusion This research was conducted and analyzes to determine the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. Based on the respondents answer from the given questionnaire, that answers all the statement of the problem with the right statistical computation and interpretation. These are the following conclusions:

6. What is the demographic profile of the respondent in terms of: 6.1 Age 6.2 Civil Status 6.3 Gender 6.4 Religion 6.5 Level of Income 6.6 Family size 6.7 Occupation status

6.8 Educational attainment 6.9 Nationality 6.10 Makati Residency

I therefore conclude that age has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (944675556.2) > X tabular (5.99) I therefore conclude that civil status has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (324) > X tabular (3.85) I therefore conclude that gender has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (36) > X tabular (3.85) I therefore conclude that religion has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (394) > X tabular (7.81) I therefore conclude that level of income has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (1231.503061) > X tabular (12.59)

I therefore conclude that family size has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (152.5) > X tabular (9.35) I therefore conclude that occupation status has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (64) > X tabular (3.85) I therefore conclude that educational attainment has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (838) > X tabular (7.81) I therefore conclude that nationality has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (400) > X tabular (3.85) I therefore conclude that Makati residency has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (33.50) > X tabular (5.99) 7. What are the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011 in terms of:

7.1 Price 7.2 Packaging 7.3 Branding 7.4 Benefits 7.5 Quantity 7.6 Quality 7.7 Competition 7.8 Distribution 7.9 Promotion 7.10 7.11 Advertisement Place

I therefore conclude that price has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (392.5) > X tabular (9.35) I therefore conclude that packaging has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (97.5) > X tabular (9.35) I therefore conclude that branding has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (291.5) > X tabular (9.35)

I therefore conclude that health benefits have a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (722.5) > X tabular (9.35) I therefore conclude that quantity has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (120.93) > X tabular (5.99) I therefore conclude that quality has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (770) > X tabular (9.35) I therefore conclude that competition has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (190) > X tabular (9.35) I therefore conclude that distribution has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (147.5) > X tabular (9.35) I therefore conclude that sales promotions has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in

Makati as perceived by the student of University of Makati from the year 2011, X computed (197.5) > X tabular (9.35) I therefore conclude that advertisement has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (182.5) > X tabular (9.35) I therefore conclude that place has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, X computed (217.5) > X tabular (9.35)

8. What is the significance relationship of the demographic profile to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? Based on computation of chi square computed revealed that the demographic profile of the respondents has a significant relationship to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011 . I therefore conclude that demographic profile of the respondents has a significant relationship to the factors affecting the Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in

Makati as perceived by the student of University of Makati from the year 2011

9. What are the problems of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? According to what would be the problem of Birch Tree full cream milk in terms of product. It shows that (22.22%) answers are poor quality and (44.44%) answers are unavailability, (6.67%) answers are ingredients, (4.44%) answers are no health benefits, (20%) answers are packaging and (2.22%) answers are others. According to what would be the problem of Birch Tree full cream milk in terms of quality, It shows that (43.9%) answers are few products and (46.34%) answers are not always available and (9.76%) answers are ingredients. According to what would be the problem of Birch Tree full cream milk in terms of promotion. It shows that (27%) answers are no advertisement , (24%) answers are ads doesnt attract customer, (11%) answers are no discount, (33%) answers are poor sales promotions and (4%) answers are low profile endorsers. According to what would be the problem of Birch Tree full cream milk in terms of price. It shows that (24.39%) answers are no

unreasonable value for money, (21.95%) answers are unreasonable value for price and (53.66%) answers are just right. According to what would be the problem of Birch Tree full cream milk in terms of advertising. It shows that (70%) answers are few, (30%) answers are not getting attention. According to what would be the problem of Birch Tree full cream milk in terms of packaging. It shows that (26.83%) answers are easily damaged, (29.27%) answers are not proportion to size, (29.27%) answers are hard to open and (14.63%) answers are others. According to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (36.6%) answers are lack in nutrition, (36.6%) answers are poor taste and (26.8%) are others. According to: what would be the problem of Birch Tree full cream milk in terms of quality. It shows that (24.4%) answers are no additional value, (46.6%) answers are no additional knowledge and (26.3%) are others. According to: what would be the problem of Birch Tree full cream milk in terms of competition. It shows that (80%) answers are more competition, (20%) answers are not observed. According to: what would be the problem of Birch Tree full cream milk in terms of place. It shows that (51.2%) answers are not always available, (43.9%) answers are hard to find and (4.9%) answers are others.

5. What is the best solution to improve the level of effectiveness of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011? Based on the research gathered, there are ways on how to increase the profitability of Birch Tree full cream milk like advertisement strategies because there is a stiff competition in powdered milk brand now, Birch Tree product was not well advertised, the more the product was advertise the more the customer will be attracted to purchase/try it, promotional strategies because the customers is attracted to it, packaging strategies because the study shows that the packaging needs for innovation and development strategies because the customers wants to try something new like changes or additional to the products like flavor,colors, texture,etc. to make more attractive to customer. Recommendations: After conducting this study concerning the statistical study of Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011, the researcher draw up the following recommendations: Company This study recommends the company of Century pacific group and Snow Brand Milk Products Company to develop and initiate targeted activities to manage and improved their operations and understand the needs and wants of the customer to satisfy them.

Customers This study recommends to the customers to be objective critics. Giving some feedbacks are important especially by the management to help improve the companys products. This can be also serves as the guide to improve the products and to identify the specific need of the customer that are not yet meet by the companys.

Environment This study recommends environment so that environmental concerns and problems was being recognize. The customer and citizen of this country must be responsible to protect and always maintain the cleanliness of our surroundings. Government This study recommends to the government to make sure that there is no illegal establishment here in the Philippines for taxes collected from them may help our economy to rise from poverty line, and to maintain the equality. Marketing Students of the University of Makati This study recommends to the students to properly evaluate themselves whether they are able to follow the standardized marketing research that will serves as a measurement to know how much attention and focus should still be given to the subject. Researcher

This study recommends to the researcher to be open minded of what is happening and always pray and aim the best in accepting challenges that will contribute to their knowledge. Future Researcher This study recommends to the future researcher to make use of the standardized marketing research, this will help them to make their work efficient, accurate and effective.

Survey Questionnaire Dear Respondents This survey has been undertaken as a terminal requirement for the subject Market Research. The researcher would like to study the Product awareness and sales promotion of Birch tree full cream milk in Makati as perceived by the student of the university of Makati under CBA department for the year 2011. Please read the instructions carefully and answer the questions based on your personal views. The questionnaire will not take more than 20 minutes to complete your responses will be kept strictly confidential and will be used for educational purpose only. Thank you very much for your cooperation Sincerely yours, The Researcher General Instruction: Please put a check on a space provided that best describes your answer and fill in the blank. Please do not leave a question unanswered. Name (optional) _________________________ Address _________________________ Contact Number _________________________ I. Screening Number 1. Do you drink milk products? ( ) Yes ( ) No 2. Do you have your favorite milk drink? ( ) Yes ( ) No II. Demographic Profile 3. Age ( ) 20 and below ( ) 21-25 ( ) 26-30

4.

5.

6.

7.

8.

( ) 31-35 ( ) 36-40 ( ) 41-45 ( ) 46-50 ( ) above 50 Gender ( ) Male ( ) Female Civil Status ( ) Single ( ) Married ( ) Widow ( ) Separated Level of income ( ) below 10000 ( ) 10001-15000 ( ) 15001-20000 ( ) 20001-25000 ( ) 25001-30000 ( ) 30001-35000 ( ) 35001-40000 ( ) 40001-50000 ( ) above 50001 Family Size ( )1 ( )2 ( )3 ( )4 ( )5 ( )6 ( )7 ( )8 ( )9 ( ) above 10 Religion ( ) Roman Catholic ( ) Iglesia Ni Kristo ( ) Born Again Christian ( ) Muslim ( ) Jehovahs Witness

( ) others please Specify: __________________ 9. Occupation Status ( ) Employed ( ) Unemployed ( ) Self-employed III. Core: Brand Awareness Segment 10. What is your household main source of information? ( ) Television ( ) Radio ( ) Magazine ( ) Internet ( ) others please Specify: ______________________ 11. When you think of a milk drink what brand comes into your mind? ( ) Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) others please Specify: __________________ 12. Was the ad appealing to your eye? ( ) Yes ( ) No 13. Was the ad fun to watch? ( ) Yes ( ) No 14. Ould you talk to someone else about this ad? ( ) Yes ( ) No 15. Do you have positive reaction to the ad? ( ) Yes ( ) No 16. How did you become aware of that milk brand? ( ) Television ( ) Magazine ( ) Radio ( ) Billboards ( ) Flyers

( ) Tarpaulins ( ) Relatives ( ) Neighbor ( ) Internet ( ) Word of mouth ( ) others please Specify: __________________ 17. What brand of powdered milk have you heard, read, and seen advertised during the past week? ( ) Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) others please Specify: __________________ 18. How well do you remember this advertisement? ( ) Very well ( ) Just right ( ) a few details ( ) Not at all 19. What would you say is the main message of the ad? ( ) Entice people to try the product ( ) Brand awareness, company is trying to expose itself ( ) Product high quality ( ) Cheaper price ( ) others please Specify: __________________ 20. If you would to describe this ad to a friend, would you say yhe ad is: ( ) Boring ( ) Irritating ( ) Enticing ( ) Informative ( ) unique ( ) funny ( ) creative ( ) pleasant ( ) Immature ( ) memorable ( ) sincere ( ) emotional 21. Are you aware of Birch Tree full cream milk? ( ) Yes ( ) No

22. How did you become aware of Birch Tree full cream milk? ( ) Television ( ) Magazine ( ) Radio ( ) Billboards ( ) Flyers ( ) Tarpaulins ( ) Relatives ( ) Neighbor ( ) Internet ( ) Word of mouth ( ) others please Specify: __________________ 23. Have you seen, heard, or read advertisement of Birch Tree full cream milk? ( ) Yes ( ) No 24. What kind of media ad of Birch Tree full cream milk have you seen, heard, or read advertisement of Birch Tree full cream milk? ( ) Television ( ) Magazine ( ) Radio ( ) Billboards ( ) Flyers ( ) Tarpaulins ( ) Relatives ( ) Neighbor ( ) Internet ( ) Word of mouth ( ) others please Specify: __________________ 25. Based on your awareness of other milk brand is it better, same or wose? ( ) Better ( ) Same ( ) Worse 26. What would you say is the main message of Birch Tree full cream milk ads? ( ) Brand awareness, company is trying to expose itself ( ) Product is high quality

( ) Products are less expensive ( ) Good Image ( ) High in nutrition value than any other brand of powdered milk ( ) others please Specify:________________

IV. Core-Trial Brand Usage Segment 27. What milk brand have you ever tried?(select all that apply) ( ) Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) Anchor 28. What is the milk brand did you last use? ( )Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) Anchor ( ) others please Specify: __________________ 29. What is the milk brand do you often use? ( )Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) others please Specify: __________________ 30. How long have you been patronizing that brand milk? ( ) less than 6 months ( ) 6 months to n1 year ( ) More than 1 yrs to 2yrs ( ) More than 2yrs to 3yrs ( ) More than 3yrs to 4 yrs ( ) More than 4yrs ( ) others please Specify: __________________ 31. Who or what influence you to patronize that brand milk? ( ) Friends

( ) Family ( ) Relatives ( ) Advertisement ( ) No one else ( ) others please Specify: __________________ 32. Why do you patronize that brand milk? ( ) To get nourish ( ) convenience ( ) Good image ( ) Product quality ( ) not expensive ( ) others please Specify: __________________ 33. In what type you like your milk drink to come? ( ) Evaporated ( ) Powdered ( ) Ready to drink ( ) others please Specify: __________________ 34. What day of the week does you usually patronage that brand milk? ( ) Monday ( ) Tuesday ( ) Wednesday ( ) Thursday ( ) Friday ( ) Saturday ( ) Sunday 35. What time / part of the day you usually drink that brand milk? ( ) Morning ( ) Afternoon ( ) Night ( ) others please Specify: __________________ 36. How often do you feel the need to use this product? ( ) Everyday ( ) Once in a week ( ) Once in a month 37. What particular brand would you/your family like to try?

( )Nido ( ) Bear Brand ( ) Alaska ( ) Birch Tree ( ) others please Specify: __________________ 38. How much are you willing to buy for your milk drink? ( ) Below P50 ( ) P50-P100 ( ) AboveP100 39. What would encourage you to shift from your present brand milk? ( ) Low price ( ) Promo ( ) nutrition value ( ) easy to find ( ) always available ( ) Packaging ( ) Benefits ( ) others please Specify: __________________ 40. Aside from you, who else in your household patronize the brand milk? ( ) Relatives ( ) Sister ( ) Brother ( ) Parents ( ) others please Specify: __________________ 41. Do any of your friends or family members use Birch Tree full cream milk? ( ) Yes ( ) No IV. Core-Purchase Segment 42. Who usually purchased your brand milk? ( ) Parents ( ) Sister ( ) Brother ( ) Niece ( ) Uncle ( ) others please

Specify: __________________ 43. Where do you usually get information regarding choosing the brand of milk? ( ) Yellow pages ( ) Television ads ( ) Word of Mouth ( ) Market/ sales agent ( ) Web internet ( ) Billboard ( ) others please Specify: __________________ 44. Do you have a time schedule to go to the supermarket, store, etc. to buy? ( ) Yes ( ) No 45. When do you usually purchase? ( ) Every day ( ) Once a week ( ) twice a day ( ) Every other day ( ) Others please Specify: __________________ 46. What size of milk you usually purchase? ( ) 26g ( ) 80g ( ) 150g ( ) 300g ( ) Others please specify: __________________ 47. How long you patronized your chosen brand milk? ( ) Less than 6 Months ( ) 1 yr ( ) More than 1 yr ( ) None of the above 48. What qualities do you look for your milk? ( ) high level of nutrition ( ) perceived value for money and prices ( ) good packaging ( ) Good image

( ) others please Specify: __________________ 49. What do you dislike about your present brand milk? ( ) packaging ( ) level of nutrition ( ) no promotion ( ) product quality ( ) others please Specify: __________________ 50. What do you like about your present brand milk? ( ) price ( ) convenience to find ( ) always available ( ) others please Specify: __________________ 51. Are you willing to try new brand of powdered milk drink? ( ) Yes ( ) No 52. How would you rate the affordability of Birch Tree full cream milk? ( ) High ( ) Average ( ) Low ( ) Cheap ( ) Others please Specify: _________________ V. Core-Images Segment Here is the rating scale which shows the degree of importance in choosing a powdered milk drink. IMPORTANT RATING SCALE 5- Extremely Important 4- Very Important 3- Moderately Important 2- Slightly Important 1-Not Important at all

Overall 53. Size 54.Price 55.Nutrition 56.Celebrity Endorser

57.Packaging 58.Advertisment 59.Image 60.Branding 61.Quality 62.Sales Promotions 63.Health Benefits 64.Location 65.Color 66.Texture Here is the rating scale which shows the level of effectiveness in terms of Birch Tree full cream milk advertisement. Agree or Disagree Rating Scale 5- Extremely Agree 4- Agree 3- Moderately Agree 2- Slightly Disagree 1-Disagree

Advertising: 1 67.The claims of the ads were believable 69.I understood the product being advertise 70.Ads were convincing 71.The ads were

original 72.I will buy this product Here is the rating scale which shows the level of satisfaction of Birch Tree full cream milk. SATISFACTION RATING SCALE 5- Extremely Satisfy 4- Very Satisfy 3- Moderately Satisfy 2- Slightly Satisfy 1-Not Satisfy at all 1 73.Product quality 74.Value 75.Product expectation 76.Product perception 77.Usage experience 78.Taste 79.Promotions 80.Price 81.Packaging IV. Problems 82. What do you think is the current problem affecting the product awareness and sales promotion of Birch tree full cream milk? ( ) Product ( ) Availability ( ) Promotion ( ) Price ( ) advertising ( ) Packaging ( ) Quality ( ) Others please 2 3 4 5

Specify: ____________________________

What would be Birch Tree full cream milk in terms of the following: 83. Price ( ) Unreasonable value for money ( ) Unreasonable value for price (price is too high 84. Product ( ) Poor quality ( ) Unavailability in stores near the house ( ) Ingredients used is not healthy and safe ( ) No health benefits ( ) Poor packaging and design ( ) Others please Specify: ____________________________ 85. Promotion ( ) No advertisement ( ) advertisement doesnt attract costumers ( ) No discount offered ( ) Poor sales promotions ( ) Low profile endorsers ( ) Others please Specify: ____________________________ 86. Packaging ( ) easily damaged ( ) Not proportion in size ( ) Hard to open ( ) Others please Specify: ____________________________ 87. Location ( ) not always available in the market ( ) Hard to find store to buy the product

( ) Others please Specify: ____________________________ 88. What do you dislike when it comes to the product of Birch Tree Milk? ( ) Taste ( ) Flavor ( ) Texture ( ) Others please Specify: ____________________________ 89. Compare the price of Birch Tree full cream milk to other brand, it is: ( ) Higher ( ) Just right ( ) Lower 90.Are the advertisement of Birch Tree full cream milk is effective? ( ) Yes ( ) No 91. Does the taste of Birch Tree full cream milk suits your standards? ( ) Yes ( ) No 92. Are you satisfied with the taste? ( ) Yes ( ) No VII. Comments and Suggestions 93. Would you prefer your milk to have different flavor? ( ) Yes ( ) No 94. If yes, what flavor do you like? ( ) Chocolate ( ) Strawberry milk ( ) Green apple milk ( ) Mango cream milk ( ) Vanilla- choco milk

( ) Others, please Specify: _________________ 95. Would you try a milk drink with different color based on its flavor? ( ) Yes ( ) No 96. Do you typically read the backside panel and ingredients before purchasing? ( ) Yes ( ) No 97. Are you satisfied with the nutritional information provided on the page of Birch Tree full cream milk? ( ) Yes ( ) No 98. What characteristics of packaging seem to attract you? ( ) Color ( ) Font ( ) Unique design ( ) Drawing and or Illusions ( ) Information ( ) Others, please specify: ________________ 99. Richard Gomez and his family is the famous celebrity endorser of Birch Tree full cream milk, would you like to see similar ads this celebrity in the future? ( ) Yes ( ) No 100. If not, who would you prefer: ( ) Dingdong and Marian ( ) Jerald and Kim ( ) Piolo and KC ( ) John loyd and Sarah ( ) Phil and Angel ( ) Others, please specify: ___________________________ Comments and Suggestions: ____________________________ ____________________________ ____________________________

____________________________ ____________________________ Thank you for your giving me your time in answering the questionnaire. God bless!

APPENDIX B

Drink milk products Level of significance: 0.05 fo 400 0 400 X= 400 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (400) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 400 greater than Chi tabular which is 3.85, I therefore conclude that drink milk products has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe (fo-fe) 200 -200 (fo-fe) 40000 40000 (fo-fe) / fe 200 200 400

Favorite milk drink Level of significance: 0.05 Fo 280 120 400 X= 64 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (64) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 64 greater than Chi tabular which is 3.85, I therefore conclude that favorite milk drink has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 80 -80 (fo-fe) (fo-fe) 6400 6400 (fo-fe) / fe 32 32 64

Age Level of significance: 0.05 fo 300 80 20 400 fe 133.3333333 133.3333333 133.3333333 (fo-fe) 166.6666667 -53.3333333 -113.3333333 (fo-fe) 27777.77779 2844.444441 12844.44444 (fo-fe) / fe 771604939 8090864178 164979753 944675556.2

X= 944675556.2 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (944675556.2) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 944675556.2 greater than Chi tabular which is 5.99, I therefore conclude that age has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011.

Civil status Level of significance: 0.05 fo 380 20 400 X= 9324 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (324) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 324 greater than Chi tabular which is 8.85, I therefore conclude that civil status has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe (fo-fe) 180 -180 (fo-fe) 32400 32400 (fo-fe) / fe 162 162 324

Gender Level of significance: 0.05 Fo 140 260 400 X= 36 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (36) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 36 greater than Chi tabular which is 8.85, I therefore conclude that gender has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe (fo-fe) -60 60 (fo-fe) 3600 3600 (fo-fe) / fe 18 18 36

Religion Level of significance: 0.05 fo 270 50 60 20 400 X= 394 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (394) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 394 greater than Chi tabular which is 7.81, I therefore conclude that religion has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 100 100 100 100 fe 170 -50 -40 -80 (fo-fe) (fo-fe) 28900 2500 1600 6400 (fo-fe) / fe 289 25 16 64 394

Level of Income Level of significance: 0.05 fo 250 80 40 10 10 0 10 400 fe 57.14285714 57.14285714 57.14285714 57.14285714 57.14285714 57.14285714 57.14285714 (fo-fe) 192,8571429 22.85714286 -17.14285714 -47.14285714 -47.14285714 -57.14285714 -47.14285714 (fo-fe) -135.7142858 34.28571428 40 10 10 3265.306122 10 (fo-fe) / fe -2.375000001 1175.510204 .7 .175 .175 57.14285714 .175 1231.503061

X= 1231.503061 Degree of freedom df= C-1 = 7-1 =6 Chi tabular: 12.59 Interpretation: X computed (1231.503061) > X tabular (12.59) Conclusion: Based on Chi computations, Chi computed is equal to 1231.503061 greater than Chi tabular which is 12.59, I therefore conclude that level of income has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011.

Family size Level of significance: 0.05 Fo 20 110 160 60 50 400 X= 152.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (152.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 152.5 greater than Chi tabular which is 9.35, I therefore conclude that family size has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 Fe -60 30 80 -20 -30 (fo-fe) (fo-fe) 3600 900 6400 400 900 (fo-fe) / fe 45 11.25 80 5 11.25 152.5

Occupation status Level of significance: 0.05 Fo 120 280 400 X= 64 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (64) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 64 greater than Chi tabular which is 3.85, I therefore conclude that occupation status has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe -80 80 (fo-fe) (fo-fe) 6400 6400 (fo-fe) / fe 32 32 64

Educational attainment Level of significance: 0.05 Fo 350 0 30 20 400 X= 838 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (838) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 838 greater than Chi tabular which is 7.81, I therefore conclude that educational attainment has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 100 100 100 100 fe 250 -100 -70 -80 (fo-fe) (fo-fe) 62500 10000 4900 6400 (fo-fe) / fe 625 100 49 64 838

Nationality Level of significance: 0.05 Fo 400 0 400 X= 400 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (400) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 400 greater than Chi tabular which is 3.85, I therefore conclude that nationality has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 200 -200 (fo-fe) (fo-fe) 40000 40000 (fo-fe) / fe 200 200 400

Makati residency Level of significance: 0.05 fo 170 150 80 400 X= 33.50 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (33.50) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 3.50 greater than Chi tabular which is 5.99, I therefore conclude that Makati residency has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 133.33 133.33 133.33 133.33 fe (fo-fe) 36.67 16.67 -53.33 (fo-fe) 1344.44 277.78 2844.44 (fo-fe) / fe 10.08 2.08 21.33 33.50

Household main source of information Level of significance: 0.05 fo 370 60 20 70 520 X= 601.54 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (601.54) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 601.54 greater than Chi tabular which is 7.81, I therefore conclude that household main source of information has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 130 130 130 130 fe 240 -70 -110 -60 (fo-fe) (fo-fe) 576000 4900 12100 3600 (fo-fe) / fe 443.08 37.69 93.08 27.69 601.54

Comes into mind Level of significance: 0.05 fo 110 190 130 20 10 460 X= 253.04 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (253.04) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 253.04 greater than Chi tabular which is 9.35, I therefore conclude that comes into mind has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 92 92 92 92 92 fe 18 98 38 -72 -82 (fo-fe) (fo-fe) 324 9604 1444 5184 6724 (fo-fe) / fe 3.52 104.39 15.70 56.35 73.09 253.04

Appealing to their eyes Level of significance: 0.05 Fo 400 0 400 X= 400 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (400) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 400 greater than Chi tabular which is 3.85, I therefore conclude that appealing to their eyes has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 200 -200 (fo-fe) (fo-fe) 40000 40000 (fo-fe) / fe 200 200 400

Ad fun to watch Level of significance: 0.05 fo 390 10 400 X= 361 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (361) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 361 greater than Chi tabular which is 3.85, I therefore conclude that ad fun to watch has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 190 -190 (fo-fe) (fo-fe) 36100 36100 (fo-fe) / fe 180.5 180.5 361

Talk about the ad Level of significance: 0.05 fo 270 130 400 X= 49 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (49) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 49 greater than Chi tabular which is 3.85, I therefore conclude that talk about the ad has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe -70 70 (fo-fe) (fo-fe) 4900 4900 (fo-fe) / fe 24.5 24.5 49

Have positive reaction Level of significance: 0.05 fo 380 20 400 X= 324 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (324) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 324 greater than Chi tabular which is 3.85, I therefore conclude that have positive reaction has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 180 -180 (fo-fe) (fo-fe) 32400 32400 (fo-fe) / fe 162 162 324

How they become aware Level of significance: 0.05 fo 390 20 60 50 10 30 20 580 X= 1351.03 Degree of freedom df= C-1 = 2=7-1 =6 Chi tabular: 12.59 Interpretation: X computed (1351.03) > X tabular (12.59) Conclusion: Based on Chi computations, Chi computed is equal to 1351.03 greater than Chi tabular which is 12.59, I therefore conclude that how they become aware has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 82.86 82.86 82.86 82.86 82.86 82.86 82.86 fe (fo-fe) 307.14 -62.86 -22.96 -32.86 -72.86 -52.86 -62.86 (fo-fe) 94336.73 3951.02 522.45 1079.59 5308.16 2793.88 3951.02 (fo-fe) / fe 1138.55 47.68 6.31 13.03 64.06 33.72 47.68 1351.03

Brand heard, read during the past week Level of significance: 0.05 Fo 220 200 100 20 20 560 X= 325.71 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (325.71) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 325.71 greater than Chi tabular which is 9.35, I therefore conclude that brand heard, read during the past week has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 112 112 112 112 112 fe -180 88 -12 -92 -92 (fo-fe) (fo-fe) 11664 7744 144 8464 8464 (fo-fe) / fe 104.14 69.14 1.29 75.57 75.57 325.71

How well do you remember Level of significance: 0.05 fo 200 120 70 10 400 X= 194 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (194) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 194 greater than Chi tabular which is 7.81, I therefore conclude that how well do you remember has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 100 100 100 100 fe 100 20 -30 -90 (fo-fe) (fo-fe) 10000 400 900 8100 (fo-fe) / fe 100 4 9 81 194

What would they say Level of significance: 0.05 fo 150 120 100 60 430 X= 1703.18 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (1704.18) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 1704.18 greater than Chi tabular which is 7.81, I therefore conclude that occupation stawhat would they say has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 107.5 107.5 107.5 107.5 fe (fo-fe) 42.5 12.5 -7.5 -47.5 (fo-fe) 180625 156.25 56.25 2256.25 (fo-fe) / fe 1680.23 1.45 0.52 20.99 1703.18

If you describe Level of significance: 0.05 fo 20 20 170 80 20 100 40 30 10 10 500 X= 481 Degree of freedom df= C-1 = 10-1 =9 Chi tabular: 16.92 Interpretation: X computed (481) > X tabular (16.92) Conclusion: Based on Chi computations, Chi computed is equal to 481 greater than Chi tabular which is 16.92, I therefore conclude that if you describe has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 50 50 50 50 50 50 50 50 50 50 fe -30 -30 120 30 -30 50 -10 -20 -40 -40 (fo-fe) (fo-fe) 900 900 14400 900 900 2500 100 400 1600 1600 (fo-fe) / fe 18 18 288 18 18 50 2 8 32 32 481

Aware of Birch Tree Level of significance: 0.05 fo 330 70 400 X= 169 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (169) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 169 greater than Chi tabular which is 3.85, I therefore conclude that aware of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 130 -130 (fo-fe) (fo-fe) 16900 16900 (fo-fe) / fe 84.5 84.5 169

How did become aware of Birch Tree Level of significance: 0.05 fo 350 20 40 10 10 10 20 60 30 500 X= 1249.60 Degree of freedom df= C-1 = 9-1 =8 Chi tabular: 15.51 Interpretation: X computed (1249.60) > X tabular (15.51) Conclusion: Based on Chi computations, Chi computed is equal to 1249.60 greater than Chi tabular which is 15.51, I therefore conclude that how did become aware of birch tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 55.56 55.56 55.56 55.56 55.56 55.56 55.56 55.56 55.56 fe (fo-fe) 244.44 -35.56 -15.56 -45.56 -45.56 -45.56 -35.56 4.44 -25.56 (fo-fe) 59753.09 1264.20 241.98 2075.31 2075.31 2075.31 1264.20 19.75 653.09 (fo-fe) / fe 1075.56 22.76 4.36 37.36 37.36 37.36 22.76 .36 11.76 1249.60

Have you seen, heard or read ads of Birch Tree Level of significance: 0.05 fo 310 90 400 X= 121 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (121) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 121 greater than Chi tabular which is 3.85, I therefore conclude that have you seen, heard or read ads of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 Fe 110 -110 (fo-fe) (fo-fe) 12100 12100 (fo-fe) / fe 60.5 60.5 121

Kind of media Level of significance: 0.05 fo 290 30 20 10 20 40 30 20 460 X= 1084.35 Degree of freedom df= C-1 = 8-1 =7 Chi tabular: 14.07 Interpretation: X computed (1084.35) > X tabular (14.07) Conclusion: Based on Chi computations, Chi computed is equal to 1084.35 greater than Chi tabular which is 14.07, I therefore conclude that kind of media has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 57.5 57.5 57.5 57.5 57.5 57.5 57.5 57.5 fe (fo-fe) 232.5 -27.5 -37.5 -47.5 -37.5 -17.5 -27.5 -37.5 (fo-fe) 54056.25 756.25 1406.25 2256.25 1406.25 306.25 756.25 1406.25 (fo-fe) / fe 940.11 13.15 24.46 39.24 24.46 5.33 13.15 24.46 1084.35

Better, same, worse Level of significance: 0.05 fo 200 140 60 400 X= 74 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (74) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 74 greater than Chi tabular which is 5.99, I therefore conclude that better, same, worse has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 133.33 133.33 133.33 fe (fo-fe) 66.67 6.67 -73.33 (fo-fe) 4444.89 44.49 5377.29 (fo-fe) / fe 33.34 .33 40.33 74

Main message of Birch Tree Level of significance: 0.05 fo 180 90 30 50 70 10 430 X= 252.32 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (252.32) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 252.32 greater than Chi tabular which is 11.07, I therefore conclude that main message of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 71.67 71.67 71.67 71.67 71.67 71.67 fe (fo-fe) 108.33 18.33 -41.67 -21.67 -1.67 -61.67 (fo-fe) 11735.39 335.99 1736.39 469.59 2.79 3803.19 (fo-fe) / fe 163.74 4.69 24.23 6.55 .04 53.07 252.32

Milk brand they tried Level of significance: 0.05 fo 240 310 270 90 70 980 X= 242.46 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (242.46) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 242.46 greater than Chi tabular which is 9.35, I therefore conclude that milk brand they tried has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 196 196 196 196 196 Fe 44 114 74 -106 -126 (fo-fe) (fo-fe) 1936 12996 5476 11236 15876 (fo-fe) / fe 9.88 66.31 27.94 57.33 81 242.46

Milk brand last use Level of significance: 0.05 Fo 50 200 90 20 20 20 400 X= 376.98 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (376.98) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 376.98 greater than Chi tabular which is 11.07, I therefore conclude that milk last use has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 66.67 66.67 66.67 66.67 66.67 66.67 fe (fo-fe) -16.67 133.33 23.33 -46.67 -46.67 -46.67 (fo-fe) 277.89 17776.89 544.29 2178.09 2178.09 2178.09 (fo-fe) / fe 4.17 266.64 8.16 32.67 32.67 32.67 376.98

Brand often use Level of significance: 0.05 fo 70 200 120 10 20 420 X= 291.9 Degree of freedom df= C-1 = =5-1 =4 Chi tabular: 9.35 Interpretation: X computed (291.9) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 291.9 greater than Chi tabular which is 9.35, I therefore conclude that brand often use has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 84 84 84 84 84 fe -14 116 36 -74 -64 (fo-fe) (fo-fe) 196 13456 1296 5476 4096 (fo-fe) / fe 2.33 160.19 15.43 65.19 48.76 291.9

How long Level of significance: 0.05 fo 90 60 60 20 150 20 400 X= 178.99 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (178.99) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 178.99 greater than Chi tabular which is 11.07, I therefore conclude that how long has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 66.67 66.67 66.67 66.67 66.67 66.67 fe (fo-fe) 23.33 -6.67 -6.67 -46.67 83.33 -46.67 (fo-fe) 544.29 44.49 44.49 2178.09 6943.89 2178.09 (fo-fe) / fe 8.16 .67 .67 32.67 104.15 32.67 178.99

Influence to patronized milk Level of significance: 0.05 fo 70 260 70 20 10 430 86 86 86 86 86 fe -16 174 -16 -66 -76 (fo-fe) (fo-fe) 256 30276 256 4356 5776 (fo-fe) / fe 2.98 2603736 2.98 50.66 67.16 2603795.6

X= 2603795.6 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (2603795.6) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 2603795.6 greater than Chi tabular which is 9.35, I therefore conclude that influence to patronize milk has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011.

Why do they patronize Level of significance: 0.05 Fo 170 40 50 150 60 10 480 X= 260 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (260) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 260 greater than Chi tabular which is 11.07, I therefore conclude that why do they patronize has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 80 fe 90 -40 -30 70 -20 -70 (fo-fe) (fo-fe) 8100 1600 900 4900 400 4900 (fo-fe) / fe 101.25 20 11.25 61.25 5 61.25 260

In what type Level of significance: 0.05 fo 60 220 150 430 X= 89.77 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (89.77) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 89.77 greater than Chi tabular which is 5.99, I therefore conclude that in what type has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 143.33 143.33 143.33 fe (fo-fe) -83.33 76.67 6.67 (fo-fe) 6943.89 5878.29 44.49 (fo-fe) / fe 48.45 40.01 .31 89.77

Day of the week Level of significance: 0.05 fo 270 140 200 130 160 180 180 1260 X= 72.22 Degree of freedom df= C-1 = 7-1 =6 Chi tabular: 12.59 Interpretation: X computed (72.22) > X tabular (12.59) Conclusion: Based on Chi computations, Chi computed is equal to 72.22 greater than Chi tabular which is 12.59, I therefore conclude that day of the week has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 180 180 180 180 180 180 180 fe 90 -40 20 -50 -20 0 0 (fo-fe) (fo-fe) 8100 1600 400 2500 400 0 0 (fo-fe) / fe 45 8.89 2.22 13.89 2.22 0 0 72.22

Time/ part of the day Level of significance: 0.05 fo 290 30 120 20 460 X= 407.83 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (407.83) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 407.83 greater than Chi tabular which is 7.81, I therefore conclude that time/ part of the day has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 115 115 115 115 fe 175 -85 5 -95 (fo-fe) (fo-fe) 30625 7225 25 9025 (fo-fe) / fe 266.30 62.83 .22 78.48 407.83

How often Level of significance: 0.05 fo 340 30 30 400 X= 480.51 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (480.51) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 480.51 greater than Chi tabular which is 5.99, I therefore conclude that how often has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 133.33 133.33 133.33 fe (fo-fe) 206.67 -103.33 -103.33 (fo-fe) 42712.49 10677.09 10677.09 (fo-fe) / fe 3320.35 40.01 .31 480.51

Brand like to try Level of significance: 0.05 fo 80 160 50 110 20 420 X= 139.52 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (139.52) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 139.52 greater than Chi tabular which is 9.35, I therefore conclude that brand like to try has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 84 84 84 84 84 fe -4 76 -34 26 -64 (fo-fe) (fo-fe) 16 5776 1156 676 4096 (fo-fe) / fe .19 68.76 13.76 8.05 48.76 139.52

How much Level of significance: 0.05 Fo 170 170 60 400 X= 60.51 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (60.51) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 60.51 greater than Chi tabular which is 5.99, I therefore conclude that how much has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 133.33 133.33 133.33 fe (fo-fe) 36.67 36.67 -73.33 (fo-fe) 1344.69 1344.69 5377.29 (fo-fe) / fe 10.09 10.09 40.33 60.51

Encourage to shift Level of significance: 0.05 fo 190 20 260 40 60 100 10 680 X= 478.78 Degree of freedom df= C-1 = 7-1 =6 Chi tabular: 12.59 Interpretation: X computed (478.78) > X tabular (12.59) Conclusion: Based on Chi computations, Chi computed is equal to 478.78 greater than Chi tabular which is 12.59, I therefore conclude that encourage to shift has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 97.14 97.14 97.14 97.14 97.14 97.14 97.14 fe (fo-fe) 92.86 -77.14 162.86 -57.14 -37.14 2.86 -87.14 (fo-fe) 8622.98 5950.58 26523.38 3264.98 1379.38 8.18 7593.38 (fo-fe) / fe 88.77 61.26 273.04 33.61 14.20 0.08 7.82 478.78

Aside from you, who else Level of significance: 0.05 fo 170 180 90 120 10 570 X= 165.97 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (165.97) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 165.97 greater than Chi tabular which is 9.35, I therefore conclude that aside from you, who else has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 114 114 114 114 114 Fe 56 66 -24 6 -104 (fo-fe) (fo-fe) 3136 4356 576 36 10816 (fo-fe) / fe 27.51 38.21 5.05 .32 94.88 165.97

Family or friends use Birch Tree Level of significance: 0.05 fo 170 230 400 X= 9 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (9) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 9 greater than Chi tabular which is 3.85, I therefore conclude that family or friends use Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe -30 30 (fo-fe) 900 900 (fo-fe) (fo-fe) / fe 4.5 4.5 9

Usually purchased Level of significance: 0.05 fo 230 70 40 10 80 430 X= 336.28 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (336.28) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 336.28 greater than Chi tabular which is 9.35, I therefore conclude that usually purchased has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 86 86 86 86 86 fe 144 -16 -46 -76 -6 (fo-fe) (fo-fe) 20736 256 2116 5776 36 (fo-fe) / fe 241.12 2.98 24.60 67.16 .42 336.28

Get information Level of significance: 0.05 fo 20 330 90 10 10 10 10 480 X= 1237.95 Degree of freedom df= C-1 = 7-1 =6 Chi tabular: 12.59 Interpretation: X computed (1237.95) > X tabular (12.59) Conclusion: Based on Chi computations, Chi computed is equal to 1237.95 greater than Chi tabular which is 12.59, I therefore conclude that get information has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 68.57 68.57 68.57 68.57 68.57 68.57 68.57 68.57 fe (fo-fe) -48.57 261.43 21.43 -58.57 -58.57 -58.57 -58.57 (fo-fe) 2359.04 68345.64 459.24 3430.44 3430.44 3430.44 3430.44 (fo-fe) / fe 34.40 996.73 6.70 50.03 50.03 50.03 50.03 1237.95

Have time to go to store Level of significance: 0.05 fo 350 50 400 X= 225 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (225) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 225 greater than Chi tabular which is 3.85, I therefore conclude that have time to go to store has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 Fe 150 -150 (fo-fe) (fo-fe) 22500 22500 (fo-fe) / fe 112.5 112.5 225

When you usually purchased Level of significance: 0.05 fo 90 200 30 10 80 410 X= 266.83 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (266.83) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 266.83 greater than Chi tabular which is 9.35, I therefore conclude that when you usually purchased has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 82 82 82 82 82 fe 8 118 -52 -72 -2 (fo-fe) (fo-fe) 64 13924 2704 5184 4 (fo-fe) / fe .78 169.80 32.98 63.22 .05 266.83

Size of milk Level of significance: 0.05 fo 90 130 90 70 20 400 X=110 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (110) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 110 greater than Chi tabular which is 9.35, I therefore conclude that size of milk has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe 10 50 10 -10 -60 (fo-fe) (fo-fe) 100 2500 100 2500 3600 (fo-fe) / fe 1.25 31.25 1.25 31.25 45 110

How long you patronized chosen brand milk Level of significance: 0.05 fo 100 70 160 70 400 X=54 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (54) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 54 greater than Chi tabular which is 7.81, I therefore conclude that how long you patronized chosen brand milk has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 100 100 100 100 fe 0 -30 60 -30 (fo-fe) (fo-fe) 0 900 3600 900 (fo-fe) / fe 0 9 36 9 54

Qualities Level of significance: 0.05 fo 320 120 20 50 30 540 X=608.66 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (608.66) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 608.66 greater than Chi tabular which is 9.35, I therefore conclude that qualities has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 108 108 108 108 108 fe 212 -60 -88 -58 -78 (fo-fe) (fo-fe) 44944 3600 7744 3364 6084 (fo-fe) / fe 416.15 33.35 71.70 31.15 56.33 608.66

Dislike about present brand milk Level of significance: 0.05 fo 140 50 110 50 60 410 X=36.66 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (81.46) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 81.46 greater than Chi tabular which is 9.35, I therefore conclude that dislike about present brand milk has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 82 82 82 82 fe 58 -32 28 -32 -22 (fo-fe) (fo-fe) 3364 1024 784 1024 484 (fo-fe) / fe 41.02 12.49 9.56 12.49 5.90 81.46

Like about present brand milk Level of significance: 0.05 fo 150 110 150 70 480 X=36.66 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (36.66) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 36.66 greater than Chi tabular which is 9.35, I therefore conclude that like about present brand milk has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 120 120 120 120 fe 30 -10 30 -50 (fo-fe) (fo-fe) 900 100 900 2500 (fo-fe) / fe 7.5 .83 7.5 20.83 36.66

Willing to try Level of significance: 0.05 fo 320 80 400 X=144 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (144) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 144 greater than Chi tabular which is 3.85, I therefore conclude that lwilling to try has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 120 -120 (fo-fe) (fo-fe) 14400 14400 (fo-fe) / fe 72 72 144

Affordability of Birch Tree Level of significance: 0.05 fo 60 240 60 10 30 400 X=422.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (422.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 422.5 greater than Chi tabular which is 9.35, I therefore conclude that affordability of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 Fe -20 160 -20 -70 -50 (fo-fe) (fo-fe) 400 25600 400 4900 2500 (fo-fe) / fe 5 320 5 61.25 31.25 422.5

Size Level of significance: 0.05 fo 20 20 90 110 160 400 X=182.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (182.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 182.5 greater than Chi tabular which is 9.35, I therefore conclude that size has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -60 10 30 80 (fo-fe) (fo-fe) 3600 3600 100 900 6400 (fo-fe) / fe 45 45 1.25 11.25 80 182.5

Price Level of significance: 0.05 fo 10 20 60 80 230 400 X=392.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (392.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 392.5 greater than Chi tabular which is 9.35, I therefore conclude that price has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -10 -60 -20 0 (fo-fe) (fo-fe) 4900 3600 400 0 22500 (fo-fe) / fe 61.25 45 5 0 281.25 392.5

Nutrition Level of significance: 0.05 fo 20 0 40 20 320 400 X=910 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (910) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 910 greater than Chi tabular which is 9.35, I therefore conclude that nutrition has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -80 -40 -60 240 (fo-fe) (fo-fe) 3600 6400 1600 3600 57600 (fo-fe) / fe 45 80 20 45 720 910

Celebrity Endorser Level of significance: 0.05 fo 20 40 150 60 130 400 X=713.75 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (713.75) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 713.75 greater than Chi tabular which is 9.35, I therefore conclude that celebrity endorser has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -40 70 -20 50 (fo-fe) (fo-fe) 3600 1600 4900 400 2500 (fo-fe) / fe 45 20 612.5 5 31.25 713.75

Packaging Level of significance: 0.05 Fo 0 40 100 110 150 400 X=97.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (97.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 97.5 greater than Chi tabular which is 9.35, I therefore conclude that packaging has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe 0 -40 20 30 70 (fo-fe) (fo-fe) 0 1600 400 900 4900 (fo-fe) / fe 0 20 5 11.25 61.25 97.5

Advertisement Level of significance: 0.05 fo 20 30 80 100 170 400 X=182.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (182.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 182.5 greater than Chi tabular which is 9.35, I therefore conclude that advertisement has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe 60 -50 0 20 90 (fo-fe) (fo-fe) 3600 2500 0 400 8100 (fo-fe) / fe 45 31.25 0 5 101.25 182.5

Image Level of significance: 0.05 fo 10 20 100 80 190 400 X=262.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (262.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 262.5 greater than Chi tabular which is 9.35, I therefore conclude that image has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -60 20 0 110 (fo-fe) (fo-fe) 4900 3600 400 0 12100 (fo-fe) / fe 61.25 45 5 0 151.25 262.5

Branding Level of significance: 0.05 Fo 0 20 80 100 200 400 X=291.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (291.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 291.5 greater than Chi tabular which is 9.35, I therefore conclude that branding has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe 0 -60 0 20 120 (fo-fe) (fo-fe) 4900 3600 0 400 14400 (fo-fe) / fe 61.25 45 0 5 180 291.25

Quality Level of significance: 0.05 Fo 20 0 40 40 300 400 X=770 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (770) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 770 greater than Chi tabular which is 9.35, I therefore conclude that quality has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -80 -40 -40 220 (fo-fe) (fo-fe) 3600 6400 1600 1600 48400 (fo-fe) / fe 45 80 20 20 605 770

Sales promotions Level of significance: 0.05 Fo 0 30 120 100 150 400 X=197.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (197.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 197.5 greater than Chi tabular which is 9.35, I therefore conclude that sales promotions has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -80 -50 40 20 70 (fo-fe) (fo-fe) 6400 2500 1600 400 4900 (fo-fe) / fe 80 31.25 20 5 61.25 197.5

Health benefits Level of significance: 0.05 fo 20 0 20 70 290 400 X=722.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (722.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 722.5 greater than Chi tabular which is 9.35, I therefore conclude that health benefits has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -80 -60 -10 210 (fo-fe) (fo-fe) 3600 6400 3600 100 44100 (fo-fe) / fe 45 80 45 1.25 551.25 722.5

Location Level of significance: 0.05 fo 30 0 70 170 130 400 X=245 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (245) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 245 greater than Chi tabular which is 9.35, I therefore conclude that location has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -50 -80 -10 90 50 (fo-fe) (fo-fe) 2500 6400 100 8100 2500 (fo-fe) / fe 31.25 80 1.25 101.25 31.25 245

Color Level of significance: 0.05 fo 30 10 120 100 140 400 X=162.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (162.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 162.5 greater than Chi tabular which is 9.35, I therefore conclude that color has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -50 -70 40 20 60 (fo-fe) (fo-fe) 2500 4900 1600 400 3600 (fo-fe) / fe 31.25 61.25 20 5 45 162.5

Texture Level of significance: 0.05 fo 0 20 120 110 150 400 X=217.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (217.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 217.5 greater than Chi tabular which is 9.35, I therefore conclude that texture has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -80 -60 40 30 70 (fo-fe) (fo-fe) 6400 3600 1600 900 4900 (fo-fe) / fe 80 45 20 11.25 61.25 217.5

Distribution Level of significance: 0.05 fo 20 30 100 100 150 400 X=147.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (147.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 147.5 greater than Chi tabular which is 9.35, I therefore conclude that distribution has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -50 20 20 70 (fo-fe) (fo-fe) 3600 2500 400 400 4900 (fo-fe) / fe 45 31.25 5 5 61.25 147.5

Competition Level of significance: 0.05 fo 10 50 50 150 140 400 X=190 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (190) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 190 greater than Chi tabular which is 9.35, I therefore conclude that competition has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -30 -30 70 60 (fo-fe) (fo-fe) 4900 900 900 4900 3600 (fo-fe) / fe 61.25 11.25 11.25 61.25 45 190

Place Level of significance: 0.05 fo 10 20 100 100 170 400 X=217.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (217.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 217.5 greater than Chi tabular which is 9.35, I therefore conclude that place has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -60 20 20 90 (fo-fe) (fo-fe) 4900 3600 400 400 8100 (fo-fe) / fe 61.25 45 5 5 101.25 217.5

The claims of the ads were believable Level of significance: 0.05 fo 10 20 130 120 120 400 X=177.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (177.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 177.5 greater than Chi tabular which is 9.35, I therefore conclude that the claim of the ads were believable has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -60 50 40 40 (fo-fe) (fo-fe) 4900 3600 2500 1600 1600 (fo-fe) / fe 61.25 45 31.25 20 20 177.5

Understand the ads Level of significance: 0.05 fo 20 20 100 120 140 400 X=160 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (160) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 160 greater than Chi tabular which is 9.35, I therefore conclude that understand the ads has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -60 20 40 60 (fo-fe) (fo-fe) 3600 3600 400 1600 3600 (fo-fe) / fe 45 45 5 20 45 160

Ads were convincing Level of significance: 0.05 fo 10 30 90 140 130 400 X=170 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (170) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 170 greater than Chi tabular which is 9.35, I therefore conclude that ads were convincing has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -50 10 60 50 (fo-fe) (fo-fe) 4900 2500 100 3600 2500 (fo-fe) / fe 61.25 31.25 1.25 45 31.25 770

The ads were original Level of significance: 0.05 Fo 30 20 100 90 160 400 X=162.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (162.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 162.5 greater than Chi tabular which is 9.35, I therefore conclude that the ads were original has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -50 -60 20 10 80 (fo-fe) (fo-fe) 2500 3600 400 100 6400 (fo-fe) / fe 31.25 45 5 1.25 80 162.5

Buy this product Level of significance: 0.05 fo 20 20 110 110 140 400 X=157.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (157.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 157.5 greater than Chi tabular which is 9.35, I therefore conclude that buy this product has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -60 30 30 60 (fo-fe) (fo-fe) 3600 3600 900 900 3600 (fo-fe) / fe 45 45 11.25 11.25 45 157.5

Product quality Level of significance: 0.05 fo 20 0 110 110 160 400 X=227.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (227.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 277.5 greater than Chi tabular which is 9.35, I therefore conclude that product quality has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -80 30 30 80 (fo-fe) (fo-fe) 3600 6400 900 900 6400 (fo-fe) / fe 45 80 11.25 11.25 80 227.5

Value Level of significance: 0.05 fo 10 10 120 130 130 400 X=205 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (205) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 205 greater than Chi tabular which is 9.35, I therefore conclude that value has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -70 40 50 50 (fo-fe) (fo-fe) 4900 4900 1600 2500 2500 (fo-fe) / fe 61.25 61.25 20 31.25 31.25 205

Product Expectation Level of significance: 0.05 fo 20 10 160 80 130 400 X=217.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (217.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 217.5 greater than Chi tabular which is 9.35, I therefore conclude that product expectation has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -70 80 0 50 (fo-fe) (fo-fe) 3600 4900 6400 0 2500 (fo-fe) / fe 45 61.25 80 0 31.25 217.5

Product perception Level of significance: 0.05 fo 20 20 160 90 110 400 X=182.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (182.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 182.5 greater than Chi tabular which is 9.35, I therefore conclude that product perception has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -60 80 10 30 (fo-fe) (fo-fe) 3600 3600 600 100 900 (fo-fe) / fe 45 45 80 1.25 11.25 182.5

Usage experience Level of significance: 0.05 Fo 30 20 140 90 120 400 X=142.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (142.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 142.5 greater than Chi tabular which is 9.35, I therefore conclude that usage experience has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -50 -60 60 10 40 (fo-fe) (fo-fe) 2500 3600 3600 100 1600 (fo-fe) / fe 31.25 45 45 1.25 20 142.5

Taste Level of significance: 0.05 fo 30 10 110 80 170 400 X=205 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (205) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 205 greater than Chi tabular which is 9.35, I therefore conclude that taste has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -50 -70 30 0 90 (fo-fe) (fo-fe) 2500 4900 900 0 8100 (fo-fe) / fe 31.25 61.25 11.25 0 101.25 205

Promotions Level of significance: 0.05 fo 0 50 120 110 120 400 X=142.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (142.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 142.5 greater than Chi tabular which is 9.35, I therefore conclude that promotions has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -80 -30 40 30 40 (fo-fe) (fo-fe) 6400 900 1600 900 1600 (fo-fe) / fe 80 11.25 20 11.25 20 142.5

Price Level of significance: 0.05 fo 20 10 130 110 130 400 X=180 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (180) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 180 greater than Chi tabular which is 9.35, I therefore conclude that price has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -60 -70 50 30 50 (fo-fe) (fo-fe) 3600 4900 2500 900 2500 (fo-fe) / fe 45 61.25 31.25 11.25 31.25 180

Packaging Level of significance: 0.05 fo 10 20 120 120 130 400 X=177.5 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (177.5) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 177.5 greater than Chi tabular which is 9.35, I therefore conclude that packaging has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 80 80 80 80 80 fe -70 -60 40 40 50 (fo-fe) (fo-fe) 4900 3600 1600 1600 2500 (fo-fe) / fe 61.25 45 20 20 31.25 177.5

Current problem of Birch Tree Level of significance: 0.05 fo 80 10 100 70 160 30 20 110 20 10 610 X=388.36 Degree of freedom df= C-1 = 10-1 =9 Chi tabular: 16.92 Interpretation: X computed (388.36) > X tabular (16.92) Conclusion: Based on Chi computations, Chi computed is equal to 388.36 greater than Chi tabular which is 16.92, I therefore conclude that current problem of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 61 61 61 61 61 61 61 61 61 61 fe 19 -51 39 9 99 -31 -41 49 -41 -51 (fo-fe) (fo-fe) 361 2601 1521 81 9801 961 1681 2401 1681 2601 (fo-fe) / fe 5.92 42.64 24.93 1.33 160.67 15.75 27.56 39.36 27.56 42.64 388.36

Product problem Level of significance: 0.05 fo 110 200 30 20 90 10 450 X=342.32 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (343.32) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 343.32 greater than Chi tabular which is 11.07, I therefore conclude that product problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 75 75 75 75 75 fe 25 125 -45 -55 15 65 (fo-fe) (fo-fe) 625 15625 2025 3025 225 4225 (fo-fe) / fe 8.33 208.33 27 40.33 3 56.33 343.32

Quantity problem Level of significance: 0.05 fo 180 190 40 410 X=102.93 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (120.93) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 120.93 greater than Chi tabular which is 5.99, I therefore conclude that quantity problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 136.67 136.67 136.67 fe (fo-fe) 43.33 53.33 -96.67 (fo-fe) 1877.49 2844.09 9345.09 (fo-fe) / fe 13.74 20.81 68.38 120.93

Promotion problem Level of significance: 0.05 fo 120 110 50 150 20 450 X=126.66 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (126.66) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 126.66 greater than Chi tabular which is 9.35, I therefore conclude that product problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 90 90 90 90 90 fe 30 20 -40 60 -70 (fo-fe) (fo-fe) 900 400 1600 3600 4900 (fo-fe) / fe 10 4.44 17.78 40 54.44 126.66

Price problem Level of significance: 0.05 fo 100 90 220 410 X=76.59 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (76.59) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 76.59 greater than Chi tabular which is 5.99, I therefore conclude that price problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 136.67 136.67 136.67 fe (fo-fe) -36.67 -4667 83.33 (fo-fe) 1344.69 2178.09 6943.89 (fo-fe) / fe 9.84 15.94 50.81 76.59

Advertising problem Level of significance: 0.05 fo 280 120 400 X=64 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (64) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 64 greater than Chi tabular which is 3.85, I therefore conclude that advertising problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 80 -80 (fo-fe) (fo-fe) 6400 6400 (fo-fe) / fe 32 32 64

Packaging problem Level of significance: 0.05 fo 110 120 120 60 410 X=24.15 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (24.15) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 24.15 greater than Chi tabular which is 7.81, I therefore conclude that packaging problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 120.5 120.5 120.5 120.5 fe (fo-fe) 7.5 17.5 17.5 -42.5 (fo-fe) 56.25 306.25 306.25 1806.25 (fo-fe) / fe .55 2.99 2.99 17.62 24.15

Quality problem Level of significance: 0.05 fo 150 150 110 410 X=7.8 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (7.8) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 7.8 greater than Chi tabular which is 5.99, I therefore conclude that quality problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 136.67 136.67 136.67 fe (fo-fe) 13.33 13.33 -26.67 (fo-fe) 177.69 177.69 711.29 (fo-fe) / fe 1.30 1.30 5.20 7.8

Benefit problem Level of significance: 0.05 fo 100 190 120 410 X=32.68 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (32.68) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 32.68 greater than Chi tabular which is 5.99, I therefore conclude that benefit problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 136.67 136.67 136.67 fe (fo-fe) -36.67 53.33 -16.67 (fo-fe) 1344.69 2844.09 277.89 (fo-fe) / fe 9.84 20.81 2.03 32.68

Competition problem Level of significance: 0.05 fo 320 80 010 X=144 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (144) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 144 greater than Chi tabular which is 3.85, I therefore conclude that competition problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 120 -120 (fo-fe) (fo-fe) 14400 14400 (fo-fe) / fe 72 72 144

Place problem Level of significance: 0.05 fo 210 180 20 410 X=152.69 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (152.69) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 152.69 greater than Chi tabular which is 5.99, I therefore conclude that place problem has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 136.67 136.67 136.67 fe (fo-fe) 73.33 43.33 -116.67 (fo-fe) 5377.29 1877.49 13611.89 (fo-fe) / fe 39.35 13.74 99.60 152.69

Dislike about Birch Tree Level of significance: 0.05 fo 160 80 60 100 400 X=56 Degree of freedom df= C-1 = 4-1 =3 Chi tabular: 7.81 Interpretation: X computed (56) > X tabular (7.81) Conclusion: Based on Chi computations, Chi computed is equal to 56 greater than Chi tabular which is 7.81, I therefore conclude that Dislike about Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 100 100 100 100 fe 60 -20 -40 0 (fo-fe) (fo-fe) 3600 400 1600 0 (fo-fe) / fe 36 4 16 0 56

Birch Tree price Level of significance: 0.05 fo 90 240 70 400 X=129.5 Degree of freedom df= C-1 = 3-1 =2 Chi tabular: 5.99 Interpretation: X computed (129.5) > X tabular (5.99) Conclusion: Based on Chi computations, Chi computed is equal to 129.5 greater than Chi tabular which is 5.99, I therefore conclude that Birch Tree price has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 133.33 133.33 133.33 fe (fo-fe) -43.33 106.67 -63.33 (fo-fe) 1877.49 11378.49 4100.69 (fo-fe) / fe 14.08 85.34 30.08 129.5

Effectiveness of Birch Tree Level of significance: 0.05 fo 200 200 400 X=0 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (0) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 0 less than Chi tabular which is 3.85, I therefore conclude that effectiveness of Birch Tree has no significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 0 0 (fo-fe) 0 0 (fo-fe) 0 0 0 (fo-fe) / fe

Taste standard of Birch Tree Level of significance: 0.05 fo 240 160 010 X=16 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (16) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 16 greater than Chi tabular which is 3.85, I therefore conclude that taste standard of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 40 -40 (fo-fe) (fo-fe) 1600 1600 (fo-fe) / fe 8 8 16

Satisfy with the taste of Birch Tree Level of significance: 0.05 fo 240 160 010 X=16 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (16) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 16 greater than Chi tabular which is 3.85, I therefore conclude that satisfy with the taste of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 40 -40 (fo-fe) (fo-fe) 1600 1600 (fo-fe) / fe 8 8 16

Comments and Suggestion (flavor) Level of significance: 0.05 fo 310 90 010 X=121 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (121) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 121 greater than Chi tabular which is 3.85, I therefore conclude that comments and suggestion (flavor) has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 110 110 (fo-fe) (fo-fe) 12100 12100 (fo-fe) / fe 60.5 60.5 121

Comments and Suggestion (flavor preferences) Level of significance: 0.05 fo 200 30 40 20 70 10 370 X=406.73 Degree of freedom df= C-1 = 6-1 =5 Chi tabular: 11.07 Interpretation: X computed (406.73) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 406.73 greater than Chi tabular which is 11.07, I therefore conclude that comments and suggestion (flavor preferences) has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 61.67 61.67 61.67 61.67 61.67 61.67 fe (fo-fe) 138.33 -31.67 -21.67 -41.67 8.33 -51.67 (fo-fe) 19135.19 1002.99 469.59 1736.39 69.39 2669.79 (fo-fe) / fe 310.28 16.26 7.61 28.16 1.13 43.29 406.73

Try different color based on its flavor Level of significance: 0.05 fo 250 150 010 X=25 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (25) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 25 greater than Chi tabular which is 3.85, I therefore conclude that try different color based on its flavor has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 50 -50 (fo-fe) (fo-fe) 25600 2500 (fo-fe) / fe 12.5 12.5 25

Read Level of significance: 0.05 fo 280 120 400 X=64 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (64) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 64 greater than Chi tabular which is 3.85, I therefore conclude that read has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 80 -80 (fo-fe) (fo-fe) 6400 6400 (fo-fe) / fe 32 32 64

Satisfaction to nutritional information of Birch Tree Level of significance: 0.05 fo 300 100 400 X=100 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (100) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 100 greater than Chi tabular which is 3.85, I therefore conclude that satisfaction to nutritional information of Birch Tree has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 100 -100 (fo-fe) (fo-fe) 10000 10000 (fo-fe) / fe 50 50 100

Packaging characteristics Level of significance: 0.05 fo 110 20 200 40 110 480 X=209.59 Degree of freedom df= C-1 = 5-1 =4 Chi tabular: 9.35 Interpretation: X computed (209.59) > X tabular (9.35) Conclusion: Based on Chi computations, Chi computed is equal to 209.59 greater than Chi tabular which is 9.35, I therefore conclude that packaging characteristics has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 96 96 96 96 96 fe 14 -76 104 -56 14 (fo-fe) (fo-fe) 196 5776 10816 3136 196 (fo-fe) / fe 2.04 60.17 112.67 32.67 2.04 209.59

Celebrity Endorser Level of significance: 0.05 fo 300 100 400 X=100 Degree of freedom df= C-1 = 2-1 =1 Chi tabular: 3.85 Interpretation: X computed (100) > X tabular (3.85) Conclusion: Based on Chi computations, Chi computed is equal to 100 greater than Chi tabular which is 3.85, I therefore conclude that celebrity endorser has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 200 200 fe 100 -100 (fo-fe) (fo-fe) 10000 10000 (fo-fe) / fe 50 50 100

New celebrity endorser Level of significance: 0.05 fo 60 30 20 40 40 60 250 X=30.8 Degree of freedom df= C-1 = 6-1 =5 Chi tabular:11.07 Interpretation: X computed (30.08) > X tabular (11.07) Conclusion: Based on Chi computations, Chi computed is equal to 30.08 greater than Chi tabular which is 11.07, I therefore conclude that new celebrity endorser has a significant relationship to Product Awareness and Sales Promotion of Birch Tree Full Cream Milk in Makati as perceived by the student of University of Makati from the year 2011. 41.67 41.67 41.67 41.67 41.67 41.67 fe (fo-fe) 18.33 -11.67 -21.67 -1.67 -1.67 18.33 (fo-fe) 335.99 136.19 469.59 2.79 2.79 335.99 (fo-fe) / fe 8.06 3.27 11.27 .07 .07 8.06 30.8

Appendix C: WAM Computation

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF SIZE F SIZE 1 2 3 4 5 TOTAL 20 20 90 110 160 400 5% 5% 22.5% 27.5% 40% 100% %

160(5) +110(4) +90(30)+20(2)+20(1) = ____________________________________ 400

800+440+270+40+20 = ____________________________________ 400

= 3.93

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PRICE F PRICE 1 2 3 4 5 TOTAL 10 20 60 80 230 400 2.5% 5% 15% 20% 57.5% 100% %

230(5) +80(4) +60(30)+20(2)+10(1) = ____________________________________ 400

1150+320+180+40+10 = ____________________________________ 400

= 4.25

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF NUTRITION F NUTRITION 1 2 3 4 5 TOTAL 20 0 40 20 320 400 5% 0% 10% 5% 80% 100% %

320(5) +20(4) +40(30)+0(2)+20(1) = ____________________________________ 400

1600+80+120+0+20 = ____________________________________ 400

= 4.55

Description: Strongly Agree

Interpretation: Very Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF CELEBRITY ENDORSER F CELEBRITY ENDORSER 1 2 3 4 5 TOTAL 20 40 150 60 130 400 5% 10% 37.5% 15% 32.5% 100% %

130(5) +60(4) +150(30)+40(2)+20(1) = ____________________________________ 400

650+240+450+80+20 = ____________________________________ 400

= 3.6

Description: Moderately Agree

Interpretation: Moderately Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PACKAGING F PACKAGING 1 2 3 4 5 TOTAL 0 40 100 110 150 400 0% 10% 25% 27.5% 37.5% 100% %

150(5) +110(4) +100(30)+40(2)+0(1) = ____________________________________ 400

750+440+300+80+0 = ____________________________________ 400

= 3.93

Description: Moderately Agree

Interpretation: Moderately Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF ADVERTISEMENT F ADVERTISEMENT 1 2 3 4 5 TOTAL 20 30 80 100 170 400 5% 7.5% 20% 25% 42.5% 100% %

170(5) +100(4) +80(30)+30(2)+20(1) = ____________________________________ 400

850+400+240+60+20 = ____________________________________ 400

= 3.93

Description: Moderately Agree

Interpretation: Moderately Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF IMAGE F IMAGE 1 2 3 4 5 TOTAL 10 20 100 80 190 400 2.5% 5% 25% 20% 47.5% 100% %

190(5) +80(4) +100(30)+20(2)+10(1) = ____________________________________ 400

950+320+300+40+10 = ____________________________________ 400

= 4.05

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF BRANDING F BRANDING 1 2 3 4 5 TOTAL 0 20 80 100 200 400 0% 5% 20% 25% 50% 100% %

200(5) +100(4) +80(30)+20(2)+10(1) = ____________________________________ 400

1000+400+240+40+10 = ____________________________________ 400

= 4.23

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF QUALITY F QUALITY 1 2 3 4 5 TOTAL 20 0 40 40 300 400 5% 0% 10% 10% 75% 100% %

300(5) +40(4) +40(30)+0(2)+20(1) = ____________________________________ 400

1500+160+120+0+20 = ____________________________________ 400

= 4.5

Description: Moderately Agree

Interpretation: Moderately Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF SALES PROMOTIONS F SALES PROMOTIONS 1 2 3 4 5 TOTAL 0 30 120 100 150 400 0% 7.5 % 30% 25% 37.5% 100% %

150(5) +100(4) +120(30)+30(2)+0(1) = ____________________________________ 400

750+400+360+60+0 = ____________________________________ 400

= 3.93

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF HEALTH BENEFITS F HEALTH BENEFITS 1 2 3 4 5 TOTAL 20 0 20 70 290 400 5% 0% 5% 17.5% 72.5% 100% %

290(5) +70(4) +20(30)+0(2)+20(1) = ____________________________________ 400

1450+280+60+0+20 = ____________________________________ 400

= 4.53

Description: Strongly Agree

Interpretation: Very Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF LOCATION F LOCATION 1 2 3 4 5 TOTAL 30 0 70 170 130 400 7.5% 0% 17.5% 42.5% 32.5% 100% %

140(5) +100(4) +120(30)+10(2)+30(1) = ____________________________________ 400

700+400+360+20+30 = ____________________________________ 400

= 3.78

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF COLOR F COLOR 1 2 3 4 5 TOTAL 140(5) +100(4) +120(30)+10(2)+30(1) = ____________________________________ 400 30 10 120 100 140 400 7.5% 2.5 % 30% 25% 35% 100% %

700+400+360+20+30 = ____________________________________ 400

= 3.78

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF TEXTURE F TEXTURE 1 2 3 4 5 TOTAL 150(5) +110(4) +120(30)+20(2)+0(1) = ____________________________________ 400 0 20 120 110 150 400 0% 5% 30% 27.5% 37.5% 100% %

750+440+360+40+0 = ____________________________________ 400

= 3.98

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF DISTRIBUTION F DISTRIBUTION 1 2 3 4 5 TOTAL 150(5) +100(4) +100(30)+30(2)+20(1) = ____________________________________ 400 20 30 100 100 150 400 5% 7.5% 25% 25% 37.5% 100% %

750+400+300+60+20 = ____________________________________ 400

= 3.83

Description: Agree

Interpretation: Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF COMPETITION F COMPETITION 1 2 3 4 5 TOTAL 140(5) +150(4) +50(30)+50(2)+10(1) = ____________________________________ 400 10 50 50 150 140 400 2.5% 12.5% 12.5% 37.5% 35% 100% %

700+600+150+100+10 = ____________________________________ 400

= 3.9

Description: Moderately Agree

Interpretation: Moderately Effective

IMPORTANTCE IN CHOOSING POWDERED MILK IN TERMS OF PLACE F PLACE 1 2 3 4 5 TOTAL 170(5) +100(4) +100(30)+20(2)+10(1) = ____________________________________ 400 10 20 100 100 170 400 2.5% 5% 25% 25% 42.5% 100% %

850+400+300+40+10 = ____________________________________ 400

=4

Description: Agree

Interpretation: Effective

LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF BELIEVABILITY F BELIEVABILITY 1 2 3 4 5 TOTAL 120(5) +120(4) +130(30)+20(2)+10(1) = ____________________________________ 400 10 20 130 120 120 400 2.5% 5% 32.5% 30% 30% 100% %

600+480+390+40+10 = ____________________________________ 400

= 3.8

Description: Moderately Agree

Interpretation: Moderately Effective

LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF UNDERSTANDING F UNDERSTANDING 1 2 3 4 5 TOTAL 140(5) +120(4) +100(30)+20(2)+10(1) = ____________________________________ 400 20 20 100 120 140 400 5% 5% 25% 30% 35% 100% %

700+480+300+40+20 = ____________________________________ 400

= 3.85

Description: Agree

Interpretation: Effective

LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF CONVINCING F CONVINCING 1 2 3 4 5 TOTAL 130(5) +140(4) +90(30)+30(2)+10(1) = ____________________________________ 400 10 30 90 140 130 400 2.5% 7.5% 22.5% 35% 32.5% 100% %

650+560+270+60+10 = ____________________________________ 400

= 3.88

Description: Agree

Interpretation: Effective

LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF ORIGINALITY F ORIGINALITY 1 2 3 4 5 TOTAL 160(5) +90(4) +100(30)+20(2)+30(1) = ____________________________________ 400 30 20 100 90 160 400 7.5% 5% 25% 22.5% 40% 100% %

800+360+300+40+30 = ____________________________________ 400

= 3.83

Description: Agree

Interpretation: Effective

LEVEL OF ADVERTISING EFFECTIVENESS OF BIRCH TREE FULL CREAM MILK IN TERMS OF PURCHASING F PURCHASING 1 2 3 4 5 TOTAL 140(5) +110(4) +110(30)+20(2)+20(1) = ____________________________________ 400 20 20 110 110 140 400 5% 5% 27.5% 27.5% 35% 100% %

700+440+330+40+20 = ____________________________________ 400

= 3.83

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT QUALITY F PRODUCT QUALITY 1 2 3 4 5 TOTAL 160(5) +110(4) +110(30)+0(2)+20(1) = ____________________________________ 400 20 0 110 110 160 400 5% 0% 27.5% 27.5% 40% 100% %

800+440+330+0+20 = ____________________________________ 400

= 3.98

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF VALUE F VALUE 1 2 3 4 5 TOTAL 130(5) +130(4) +120(30)+10(2)+10(1) = ____________________________________ 400 10 10 120 130 130 400 2.5% 2.5% 30% 32.5% 32.5% 100% %

650+520+360+20+10 = ____________________________________ 400

= 3.9

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT EXPECTATION F PRODUCT EXPECTATION 1 2 3 4 5 TOTAL 130(5) +80(4) +160(30)+10(2)+20(1) = ____________________________________ 400 20 10 160 80 130 400 5% 2.5% 40% 20% 32.5% 100% %

650+320+480+20+20 = ____________________________________ 400

= 3.73

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRODUCT PERCEPTION F PRODUCT PERCEPTION 1 2 3 4 5 TOTAL 110(5) +90(4) +160(30)+20(2)+20(1) = ____________________________________ 400 20 20 160 90 110 400 5% 5% 40% 22.5% 27.5% 100% %

550+360+480+40+20 = ____________________________________ 400

= 3.63

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF USAGE EXPERIENCE F USAGE EXPERIENCE 1 2 3 4 5 TOTAL 120(5) +90(4) +140(30)+20(2)+30(1) = ____________________________________ 400 30 20 140 90 120 400 7.5% 5% 35% 22.5% 30% 100% %

600+360+420+40+30 = ____________________________________ 400

= 3.63

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF TASTE F TASTE 1 2 3 4 5 TOTAL 170(5) +80(4) +110(30)+10(2)+30(1) = ____________________________________ 400 30 10 110 80 170 400 7.5% 2.5% 27.5% 20% 42.5% 100% %

850+320+330+20+30 = ____________________________________ 400

= 3.88

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PROMOTIONS F PROMOTIONS 1 2 3 4 5 TOTAL 120(5) +110(4) +120(30)+50(2)+0(1) = ____________________________________ 400 0 50 120 110 120 400 0% 12.5% 30% 27.5% 30% 100% %

600+440+360+100+0 = ____________________________________ 400

= 3.75

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PRICE F PRICE 1 2 3 4 5 TOTAL 130(5) +110(4) +130(30)+10(2)+20(1) = ____________________________________ 400 20 10 130 110 130 400 5% 2.5% 32.5% 27.5% 32.5% 100% %

650+440+360+100+0 = ____________________________________ 400

= 3.75

Description: Agree

Interpretation: Effective

LEVEL OF SATISFACTION OF BIRCH TREE FULL CREAM MILK IN TERMS OF PACKAGING F PACKAGING 1 2 3 4 5 TOTAL 130(5) +120(4) +120(30)+20(2)+10(1) = ____________________________________ 400 10 20 120 120 130 400 2.5% 5% 30% 30% 32.5% 100% %

650+480+360+40+10 = ____________________________________ 400

= 3.85

Description: Agree

Interpretation: Effective

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http://www.fnri.dost.gov.ph/index.php?option=com_content&task=view&id=679&Itemid=99999999

http://nscb.gov.ph/headlines/nutrition/ngf.htm

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