Ambulansyang de Paa

PAMANTASAN NG LUNGSOD NG MARIKINA IMPACT OF THE ESTABLISHMENT OF THE ICE CREAM HOUSE THE CUSTOMER BRAND PREFERENCE: AN ASSESSMENT

A MARKETING RESEARCH PRESENTED TO THE FACULTY OF COLLEGE OF BUSINESS ADMINISTRATION PAMANTASAN NG LUNGSOD NG MARIKINA MARIKINA

In partial fulfillment of the requirements For the Degree of Bachelor of Science in Business Administration Major in Marketing Management

de Jesus, Maranatha F. dela Rosa, Mariz T. Distor, Sarah S. Guiñarez, Jehralynn P. Regilme, Liseth P. Saavedra, Jheryelle L.

2013

CHAPTER I: THE PROBLEM AND ITS BACKGROUND

A: INTRODUCTION

The researcher aims to know the impact of establishment of Ice Cream House that causes the costumers to switch brand in terms of ice cream despite the fact that there are well known brands of such products having high class taste.

The establishment of Ice Cream House was first started in 1991 as a small Ice Cream Store in Sariaya, Quezon and formerly named as Ice Buko Center. It is owned by Jun Castillo, an entrepreneur and it engaged to the Ice Cream Industry in more than 20 years.

In 1989, Mr. Castillo first sells Ice Buko or Coconut Popsicles, with C, D, E customer as the target markets. Oro Blanco, the Ice Buko Brand has reached a new level of quality over that product...