Abstract / Excerpt:

In this study, researchers looked through the problem by using quantitative means to measure the level of exposure and level of patronization of Roxy and Quiksilver consumers in Davao City. The study further aimed to provide a concrete background research on the demographic profile of their consumers. The results from the survey in which the data were gathered used frequency and percentage, weighted mean, T-test, and Pearson R to show that they are not attracting their target market, but instead majority of their patrons were students with no substantial income. Both brands were exposed, however not highly exposed - their presence was only felt through online posters, blogs, forums, Faceboook, events and sponsorships. Moreover, Quiksilver's patronization level was moderate. A handful had bought their products and believed that it has the best value for their money. As for Roxy, their consumers showed a low level of patronization which means that only a minority of the people purchased and were active on the other promotional strategies of Roxy such as events, and forums. Both brands' exposure tactics did not in away sway neither their consumers nor their target market. Even when these brands had invested a lot for their exposure, the level of patronization remained low. Through this study, the marketing and communications team of Roxy and Quiksilver, was able to know the effective advertising campaigns that would catch the attention of the whole Davao market and influence them to patronize their brands.In knowing the best approach, they were able to cater their specific needs and wants. This would also help them in gaining more sales and income, thus mirroring and supporting the growth of the Philippine economy.

Info

Source Institution	Ateneo de Davao Universityh
Unit	Humanities
Authors	Sim, Joanna Marie., Sim, Pablo Lorenzo., Tanduyan, Kristine.
Page Count	62
Place of Publication	Davao City
Original Publication Date	March 1, 2014
Tags	Feasibility Studies, Roxy and Quiksilver, rs - mass communication

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