thesis1.docx

CHAPTER 1 THE PROBLEM AND ITS BACKGROUND This chapter discusses the introduction, background of the study, theoretical and conceptual framework, statement of the problem, hypothesis, scope and limitation, and definition of terms regarding our study about the Brand Attitude of Customers towards Rusty Lopez Shoe Company in E. Rodriguez Avenue in Sto. Niño, Marikina City.

Introduction Looking for a shoe can be very overwhelming if you don't know what you are looking for. There are so many different shoes with so many different types of technology. Each of these shoes are built for different foot types. The best shoe is the shoe that feels most comfortable on your foot. Marikina is known as the shoe capital of the Philippines. So this research paper talks about the Brand Attitude of Customers towards Swatch Seasider Shoe Factory in Nangka Marikina City.

Background of the Study Swatch Seasider label, and it immediately made an impact in the course of Philippine shoe manufacturing history. Based in Marikina City the shoe capital of the Philippines Swatch Seasider charted a course that took it to where it is today, undoubtedly one of the premier label for men’s casual footwear in the country. Under the leadership of its founders and designers, Trident International grew from a 5-man operation into a network of more than 100 skilled artisans, craftsmen, and patternmakers housed in two fully-equipped buildings and factories in Marikina City. Today, Trident International hand-crafts shoes daily under its banner label Swatch Seasider.

Using only the best materials, sourcing is done both nationally and worldwide. Every pair is handmade with strong attention to detail. Every design is made with careful thought. Today’s Filipino requires comfort and style as he treads about the urban jungle. Swatch Seasider aims to provide that and a knowing confidence that when you have on a pair, you have on a guarantee of quality.

From a single style of boat shoes 28 years ago, Swatch Seasider now carries four distinctive collections of men’s footwear. The Active collection complements your athletic style with a selection of golf, bowling, and boating shoes. The Leisure collection takes you anywhere with its line of comfortable casuals. The Resort collection boasts of footwear you can play with in surf and turf. The Classic collection has a line of stylish footwear for the urban professionals.

Theoretical Framework

Theory has not verified the practical value of the brand attachment construct in relation to the alternative constructs, particularly brand attitude strength. The research make conceptual, measurement and managerial contributions to this issue. So this research study trying to determine the effectiveness of Brand attitude of Customers towards Swatch Seasider Shoe Incorporation in Nangka Marikina City. There are few variables to be considered in research namely; The brand attitude of customers, 4p's ( product, price, place and promotion ), incentives, discounts, and customer loyalty. The brand attitude of customer implications for marketing relevant in consumptions behavior such as brand purchase, repeat purchase and willingness to recommend a brand. The 4p's will help customers in choosing the best alternative of each product they purchase. Product is something new that can be amazingly expensive but spending quality and benefits can actually save money in long run. Price

Conceptual Framework The conceptual Framework discussed the flow of the study to be taken. The study used the system approach. The system of three (3) frames is composed of input which event through the OUTPUT

process or operation and emerged as the input.

INPUT

*Respondents

*Researcher recommend PROCESS

*Survey/Questionnaire

To a lot of time in knowing the best alternative that

*Date *Income

More passiom

*Status *Brand Attitude Of consumers

*Statistical Analysis    

Frequency Percentage Ranking Weighted



mean Chi-square

Towards swatch Seasider in terms of

Influence customer In their products. *Recommend to maintain And their development By purchasing some

The following: *Loyalty

Existing products.

t

*Discounts

*Recommend to strangler

*Prizes *Free products *Importance of Consumer loyalty Relationship of Swatch seasider.

More passion in swatch Seasider.

Significance of the study This study was anticipated to contribute additional information to serve the following organization. Swatch Seasider Shoe Incorporation: This study will serve as tool in increasing strategy they implemented. This will enable them to stress out the effectiveness and weaknesses of the said standards. Researcher: this study served a great part of the completion of the researchers course requirements. This has given them a lot of challenges in meeting new faces and acquaintance and being aware of what's the behavior of customers by changing some resources in the environment regarding then study. This will be develop their self-esteem and leadership with others, increase their vocabulary and kept they have already started. Society: this study will give the society and those enclose to an idea of what brand attitude customer that affect their loyalty. Customers: this study will help consumer understand to give information about the product.

Statement of the problem

This research aimed to determine the effectiveness of brand attitude of customers offered by the swatch seasider, Inc. in the increase earnings of their customer loyalty relationship at Nangka, Marikina City Branch Moreover, this study attempted to identify the profile of the respondents, their self-evaluation and any significant differences among the variable are also part of the study. Specifically, the study endeavored to answer the following: 1. What gender are you?  Female  Male 2. What is your age?    

16-20 21-25 25-35 35 above

3. What type of shoes do you wear?     

Heels Trainers Flats Chunky Others _______________

4. Where would you rather buy your shoes from?  

Internet Shop



Both

5. How much money do you spend on shoes per month?   

100-500 600-1000 1000 above

6. How many types of shoe brands do you presently own?   

1-3 3-5 6 above

7. How familiar are you with product?     

Never hared of it Im aware but have never use it Use it only Sometimes Use it in a regular basis

8. How do you rate the quality of the product?     

Poor Fair Good Very good Excellent

Definition of Terms For better understanding and interpretation of this study, the following items are operationally identified. Leadership: The activity of leading a group of people or an organization or the ability to do this. The act of inspiring subordinates to perform and engage in achieving a goal.

Completion: The sponsor of the project, or its turnkey contractor is the primary source. Marketing: The management process to through which good and services move from concept to the costumer. To satisfy the needs and wants of the consumer. Strategy: A method or plan chosen to bring about to desired future, such as achievement of a goal or solution to a problem. Loyalty: Measure of commitment based on obligation or in consumer preference, or degree of satisfaction. Brand attitude: Is both what customers think and how strongly they feel. `

Assumption of the Study

Significance of the study There will be different kinds of shoe that make us comfortable designed to perfectly fit the foot usual aches and pains may be relieved since both body and mind have countless benefits from wearing comfy shoes back and joint pain, minor injuries or other aches may simply disappear.

Scope and Limitation of the Study