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ABSTRACT

Title :

No. of Pages :

Researcher :

Adviser :

School : Jose Rizal University

School Year :

Degree :

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(250 words or less)

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TABLE OF CONTENTS

Title Page ……………………………………… i


Approval Sheet ……………………………………… ii
Certificate of Originality ……………………………………… iii
Abstract ……………………………………… iv
Table of Contents ………………………………………
List of Tables ………………………………………
List of Figures ………………………………………

Chapter 1 INTRODUCTION
Background of the Study ……………………………………… 1
Statement of the Problem ………………………………………
Research Aim ………………………………………
Research Questions …………………………..…………
Research Hypothesis ………………………………………

Significance of the Study ………………………………………


Scope and Limitations of the Study .. ………………………….

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES


Related Literature and Studies (Note: Use thematic categories)

Relevance of Related Literature and Studies to the Current


Study ………………………………………………………
Theoretical Framework ………………………………………
Conceptual Framework ………………………………………
Operational Definition of Terms or Variables.…………………

Chapter 3 METHODOLOGY
Research Design ………………………………………
Population and Sample ………………………………………
Research Locale
Method and Procedure ……………………………………..
Instruments
Statistical Treatment ……………………………………

Chapter 4 PRESENTATION, ANALYSIS, INTERPRETATION OF DATA


English Language Level ……………………………………….
Academic Performance in Literature …………………………
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Academic Performance in EFL ……………………………….


Academic Performance in ESL ………………………………

Chapter 5 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS


Summary ……………………………………… v
Conclusions ………………………………………
Recommendations ………………………………………

References ………………………………………

Appendices
Letter of Request for Permission to Conduct Survey …………
Questionnaire ………………………………………
Questionnaire ………………………………………
Pictures (if any) ………………………………………
Documents, memoranda, data/figures (if any) …………………
Sample statistical computations or print-outs ………………….

Bio-data of Author ……………………………………….

Acknowledgement ……………………………………….

Dedication
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vi
INTRODUCTION

The use of social media in terms of marketing a business became a newest trend

on the 21st Century. All kinds of business such as cakes and pastries, any kind of

food, local or international cuisine can be easily accessed through selling online.

This thesis is an exploratory study that focuses on the use of social media in Pre-

Order Cake and Pastries.

Social media can be considered as the best way and strategy of a seller to

communicate effectively with their consumers who are looking for cheaper, yet

quality products of Pre-Order Cake and Pastries that will match their standard

with regards to taste and nutrients that we can get and will be able to give

numerous health benefits.

Some study-based evidences show that eating cakes and pastries is not good for

us. However, the only reason behind this conclusion is the fact that they are

sweet. Moreover, health expert assumes that eating sweets can also cause

various health vulnerabilities. But majority of cakes and pastries are made by

combining different types of ingredients such as flour and sugar, which are
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indeed excellent sources of carbohydrates and nutritional fats. They can provide

the entire body system including muscles with sufficient amount of energy. In

addition to that, the fats present in the cakes are also good sources of energy.

Apart from energy, the sweet confections can also supply our body with quality

amount of protein. The cake contains milk and eggs which are known to be

sources of protein. Milk contains calcium which improves the functionality of

bones and teeth. Likewise, cakes that are baked with dry fruits such as almond,

walnuts, cashew nuts, etc. can serve the body a good quantity of vitamins and

thereby strengthen the immune system.

The various factors to be explored are the marketing strategies and preferences

of the respondents with respect to the use of social media in marketing pre-order

cakes and pastries, customer relations as well as their attitude toward

advertisements and marketing strategies relative to the top mind awareness,

acceptance, preferences, and image.

The methodology is empirically descriptive and inferential, using a researcher-

developed questionnaire on Online strategies, Input, Process, and output

technique.

STATEMENT OF THE PROBLEM:


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Everyday sustenance for small home-based entrepreneurs is indeed crucial and

its brand visibility is extremely limited by their respective landscape and

populations. Maintaining industrial shops, commercial kitchen and commercial

cakes and pastry products only needs higher investment which in all probability

might be out of many small entrepreneurs’ consideration.

However, the problems to be addressed are as follows:

1. What is the current status of Anthea’s Pre-Order Cakes and Pastries

through marketing?

2. What is status of the Anthea’s Pre-Order Cakes and Pastries in terms

of 4P’s?

3. What model can be established based on Anthea’s and 4Ps?

RESEARCH AIM:

This research aims to contribute knowledge factors to both business-minded

people, students and futuristic people of whom will be having concerns with

business and in terms of online communities.

RESEARCH QUESTIONS:

Preliminary Question: How did you know Anthea’s Cakes and Pastries?

1) Which of the following features does the products of Anthea’s Pre-Order

Cakes and Pastries have?

●Flavor / Taste ●Texture ● Affordability

●Appearance ●Good Quality Ingredients


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2) What benefit does the online social marketing of Anthea’s Cakes and

Pastries have over its traditional marketing?

3) How often do you purchase products from Anthea’s Pre-Order Cakes and

Pastries in a year?

4) Which of these following types of advertisements would you like to know

more about Anthea’s Pre-Order Cakes and Pastries?

●Print Ads (Posters; Flyers; Magazines; Brochures)

●Social Media Ads (Facebook, YouTube, Twitter, Instagram)

●In-Store Promotion (Business Location)

●Online Advertising / Web Advertising (Website)

●Direct Mail or Personal Sale (Sending Mails to Targeted Customers)

5) How much do you spend your money in terms of buying pastries from

Anthea’s Pre-Order Cakes and Pastries?

6) How much do you spend your money in terms of buying bite-sized cakes

from Anthea’s Pre-Order Cakes and Pastries?

7) How much do you spend your money in terms of buying cake in a tub from

Anthea’s Pre-Order Cakes and Pastries?

8) How much do you spend your money in terms of buying themed cake from

Anthea’s Pre-Order Cakes and Pastries?

9) How much do you spend your money in terms of buying themed cake with

cupcakes from Anthea’s Pre-Order Cakes and Pastries?


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10) How far are you willing to go to Anthea’s Pre-Order Cakes and Pastries

store location?

11) Do you prefer online business or traditional in-store business?

12) Going on a traditional in-store business, what was your primary reason for

visiting that place?

13) Going on an online business, what was your primary reason for visiting

site?

14) How satisfied are you with the products of Anthea’s Pre-Order Cakes and

Pastries?

15) Would you recommend Anthea’s Pre-Order Cakes and Pastries with your

friends and relatives?

RESEARCH HYPOTHESIS:

Online businesses that varies with systems increases opportunities to

management than traditional business that were only being focused on exchange

of actual experience.

SIGNIFICANCE OF THE STUDY:

Online can create great value and opportunities in both traditional and electronic

commerce. This study makes it more visualized to busy business-minded people

who also need the flexibility of learning at their own pace in a changing

environment matter.

SCOPE AND LIMITATIONS OF THE STUDY:


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The purpose for of this research paper is for us to learn more about an in-

depth study throughout our topic. Well, it isn’t just applied for us but the purpose

of this research is also for those people, who also wanted to know more and

understand the world of commerce.

Throughout my research, I gather data through the means of conducting

an online survey. By the means of our data that I have gathered, I conducted an

online survey to my customer respondents and further search for more credible

articles that focuses on subjective online matter.

Specific whereabouts of online concepts and business strategies will be

discussed on this research. Furthermore, this research paper provides sections

of information and data on being able to learn and understand the similarities and

the beyond essence of traditional and electric commerce.

REVIEW OF RELATED LITERATURE AND STUDIES

Upon doing my research, I found out that there are tons of credible sources via

Internet that tells and embodies us about the business industry itself or

upon the works of commerce. Most of the information that I have gathered

via Internet mostly relies upon the accomplishments, sustainability and

online business prospects of each individuals.

In this page, this will cover the researches that I have gathered throughout our

data that we have worked upon. There were a lot of discoveries to be

learned upon reading comprehensive sites with a crunch and valid


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information. But for some instances, there were lots of blogs, futuristic

opinions, and mixed-of-thoughts that seems to catch the media’s attention

as well.

However, since, that we’ll be developing our skills upon each of our research, we

need to gather real sources, ourselves. And I did found a lot of good sites,

which complies and supports my further research.

Further than this occurrence, this research will surely and deeply rely upon the

whole overview study of what matters us within our questioned thoughts

about the ideal career (about being a lawyer) that we should be facing as of

the moment.

The Strategic Importance of International Marketing

- Doole, I., Lowe, R., & Kenyon, A., International Marketing Strategy:

Analysis, Development and Implementation. 7th Edition. Cheriton House,

Norway, Andover, Hampshire, SP10 5BE United Kingdom:

The world trade in merchandise is almost impossible to visualize such large

amount of money; however, it does serve as an indication of the scale of

international trade today. The last few years have also seen a worldwide

increase in personal wealth. Nevertheless, generally, there is an increase in

global wealth which brings a higher demand for goods and services.
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Population growth and increased affluence together have helped create a

global youth culture which account for approximately 30 percent of the

population globally. Other consumers are also increasingly transnational in

their consumer identity.


Population (billion)

30

25

20

15

10

1950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060 2070 2080 2090 2100

FIGURE 1: Population within 1950 – 2100 years

What is international Marketing?

The Chartered Institute of Marketing defines marketing as the “Management

process responsible for identifying, anticipating and satisfying customer

requirements profitably”. This marketing involves:


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 Focusing on the needs and wants of customers

 Identifying the best method of satisfying those needs and wants

 Orienting the company towards the process of providing that

satisfaction

 Meeting Organizational objectives

In this way, it is argued, the company or organization best prepares itself to

achieve competitive advantage in the marketplace. Then, it also needs to

work to maintain this advantage by manipulating the controllable functions

of marketing within the largely uncontrollable, external marketing

environment made up of SLEPTS factors, i.e: Social, Legal, Economic,

Political, Technological, and Sustainable.

 Social factors

Growth movement in populations around the world is an important

factor heralding social changes.

 Legal factors

Legal systems vary both in content and interpretation. A company is

not just bound by the laws of its home country but also by those of its

host country and by the growing body of international law.

 Economic factors

It is important that the international marketer has an understanding of

economic developments and how they impinge on the marketing


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strategy. This understanding is essential at a world level in terms of the

world trading infrastructures such as global institutions and trade

agreements developed to foster international trade; at a regional level

in terms of regional commerce integration; and at a country/market

level. Firms need to be aware of the economic policies of countries and

the direction in which a particular market is developing economically in

order to make an assessment as to whether they can profitably satisfy

market demand and compete with firms already in the market.

 Political factors
The political environment of international marketing includes any

national or international factor that can affect the organization’s

operations or its decision making. Politics has come to be recognized

as the major factor in many international business decisions,

specifically in terms of whether to invest and how to develop markets.

Politics is intrinsically linked to a government’s attitude to business

and the freedom within which it allows the firms to operate. Unstable

political regimes expose foreign businesses to a variety of risks that

they would generally not face in the home market.

 Technological factors
Technology is a major driving force in both international marketing

and in the move towards a more global market place. The impact of

technological advances can be seen in all throughout aspects of the


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marketing process. The ability and necessary adaptation to gather data

on markets, management control capabilities and the practicalities of

carrying out the business function internationally have been

revolutionized in recent years with the advancement in electronic

communications and widely its interface gadgets as well.

 Sustainable factors

There is growing evidence of increased variability and volatility

which are expected to have significance and impact to the world itself.

As responsible global marketers, when considering environmental

issues, we need to ensure in our strategic thinking that we need to

respond to all the issues we have raised in the ethical business

processes.

Business Models, Business Strategy and Innovation

Whenever a business enterprise is established, it either explicitly or implicitly

employs a particular business model that describes the design or

architecture of the value creation, delivery and capture mechanisms it

employs. The essence of a business model is in defining the manner by

which the enterprise delivers value to customers, entices customers to pay

for value, and converts those payments to profit. It thus reflects

management’s hypothesis about what customers really wanted, how they

want it, and how the enterprise can organize to best meet those needs, get

paid for doing so, and make a profit. - Published by Elsevier Ltd. 2009
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According to (Martin, 2012) an author of 30-Day Results to Online PR

&Marketing Success, marketing success begins with RESULTS. The result

stands for: Recommit to marketing; Recommit to set at least 30 minutes

each day to developing your social media marketing strategy. Expect

success; by throwing yourself whole-heartedly into this 30 days

commitment. Seek partners; collaboration with PARTNERS are the key.

Understand your audience; Know about your target audience. Look for win-

win scenarios; By using reporters, bloggers and others in the media, Take

strategy action; action by putting what you have learn from the book and

Stay visible; promote your products through online media. Planning +

Effort + Consistency = Results.

Social Media works best when overall impact of marketing strategy that used

varied marketing tools. PR and Marketing are two tools that integrate very well

with Social Media. Social media such as Facebook, twitter and linkedIn, are

building with each other. When you receive media attention, let your social media

followers know. Post a link to articles, radio, interviews, TV clips, Videos or blog

posts where you are featured. This builds goodwill with the reporter who

interviewed you, because it drives traffic to the reporter’s site. It creates a

spotlight and interactive experience for readers who have chance to click and

explore rather than reading a series of text posts.


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PROS AND CONS of Viral Marketing:

Every marketer hopes the campaign will go viral. Be careful what you have wish.

Viral marketing requires marketers to accept that once content, an image or in

the form of video goes up on the web, the person who posted it loses all control.

By Alba Fraile, on 22 July 2019

(Fraile, 2019) What is a viral marketing? Viral Marketing is that which is able to

generate interest and the potential sale of a brand or product

through messages that spread like a virus, in other words, quickly, and from

person to person. The idea is for it to be the users themselves that choose to

share the content.

ADVANTAGES OF VIRAL MARKETING

 Low cost. What characterizes viral campaigns is that the users do a

significant part of the work for us, which drastically cuts down the costs of

dispersion: it becomes unnecessary to buy advertising or space on the

media.

 Potential of great reach. A viral video on the Internet has the ability to

reach a huge international audience without us having to invest money or

make any extra effort. Due to this, a small company or even a private

individual can go extremely far.


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 It is not invasive. In viral marketing, the decision to participate and share

always comes from the user, and so it never comes across as invasive. Like

this, the perception of the brand and the interaction are significantly better,

compared to more classical forms of advertising.

 It helps build up your brand. If we really hit the bull’s-eye in terms of

creativity, we are creating content so incredible that users themselves

decide to share it and, hence create a personal connection with your brand.

It is without a doubt an extremely powerful tool when it comes to branding

and awareness.

Retrieved from:

https://brandongaille.com/19-pros-and-cons-of-viral-marketing/

Dec 9, 2016 by Brandon Gaille

DISADVANTAGES OF VIRAL MAREKTING:

1. Once viral marketing is unleashed, there is less overall control.

This means you do not control how people get to interact with your

message. If there are issues with the marketing campaign or it happens to go

viral in a negative way, then this can cause an immediate and sometimes

irreparable event to your branding.

2. Not every interested individual will share your message.

Viral marketing requires you to target the right people in your

demographics. There are plenty of people who may be interested in what you

have to say, but they won’t share what you have to say with other people. If you
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don’t have contacts that are willing to start sharing, the chances of your

marketing efforts going viral are going to be quite low.

3. You must keep influencing your marketing message.

Many marketing efforts just require you to setup your initial message and

then you can broadcast. Because viral marketing is more engaging on an

individualized level, you must stay plugged into the message on a daily basis to

limit the negative content that can sometimes be generated.

4. It can be a waste of time.

If your viral marketing efforts do not reach the intended audience, then

you’ll have wasted your time – and your money. Sometimes the best solution is

to ignore viral marketing for a more traditional outreach effort. You may find that

your costs per interaction may be a lot higher when making a viral marketing

surge instead of a more traditional campaign because of the uncertainties that

are involved.

5. People can associate your marketing efforts with irritation.

Ever have a telemarketer call you when you’re trying to have dinner? Isn’t

interruptive marketing a bit irritating? That’s what viral marketing is. It becomes a

nuisance because people become exposed to your brand message around every

corner. Even campaigns that are initially attractive can become irritating after

constant exposure. This means there is an equal chance that your marketing

message will be ignored or deleted.


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6. Some potential customers may be turned off by viral marketing.

Viral marketing can happen two ways: organically or artificially. Organic

viral marketing creates an invitation. Artificial viral marketing feels a lot like spam

to many people. If your efforts are more of the latter, then you’re running the risk

of some potential customers turning away from your brand because they don’t

like to do business with a company that uses this type of marketing.

7. Viral marketing can be difficult to measure.

Marketing efforts must be measurable in order to determine the value that

can be obtained from it. Since viral marketing is always more of a hit or miss

scenario, there is no way to really tell what your ROI is going to be. Some

campaigns may go viral right away. Others may take several months to go viral.

There are many that won’t go viral at all. You must figure out some sort of metric

to determine value before beginning so you’re not left wondering if you made an

impact.

8. Market nuances can change your results in unpredictable ways.

The world may be more global than ever before, but there are still cultural

and societal norms that are different for many. What may be a positive

experience for some may be a negative experience for others based solely on

their environment. Nuances in socioeconomic messages can change the results

of viral marketing in unpredictable ways, sometimes long after the message has

been introduced.
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The pros and cons of viral marketing show that it can be a positive, low-

cost solution when it is done right. It will always be a hit-or-miss proposition, but

with meaningful metrics put into place before beginning the campaign, you’ll be

able to know if this is an investment that makes sense for your brand.

INNOVATIVE SOCIETY

Developments have truly changed in terms of traditional and thus of an

innovative processes, primarily in the world of trading or business. Global

economies have changed both aspects of sellers and its customers, prior to

the fact that new communication already exists. Business therefore needs

to focus on the vial customer-centric position by which technologically

speaking, these developments in turn require business to re-evaluate the

value propositions they present to customers.

One of the key indicators of online marketing development is the growth of

the number of internet users. For nearly 25 years, public is having access to

the internet. Since then it has been a continuing development and

innovating process. People are able to do nearly everything with their

computers e.g.: shopping, booking, doing researches, communication, etc.

As said before in the article of Susanne Schwarzl and Monika

Grabowska, entitled as Online Marketing Strategies: The Future is Here

which has been published and accepted on the 5 th day of July, year 2015,

the world of online marketing is a new one for that reason there are many

different definitions and projections. It states that it is also not clear on


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where to make nor create differences between online and internet

marketing.

The following graphic shows the enormous increase of internet users since 1995:

FIGURE 2: World Internet Usage Growth

Source: Mahajan (2014)

Theoretical Framework
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Status of Anthea’s Pre-Order

Cakes and Pastries

Responsible Conveniently
for overall Price is
distributing Marketing
processes of affected by the communication
products in value of
place, price, right place strategies
and promotion product

PRODUCT PLACE PRICE PROMOTION

4Ps
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Current Status of Anthea’s

Pre-Order Cakes and Pastries

Being able to
distribute Price is Online
Sales Advertisements
ordered affected by the
Strategies and updated
products to value of
product product posts
customers

PRODUCT PLACE PRICE PROMOTION

Marketing
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Established Model of Anthea’s

Pre-Order Cakes and Pastries

Management
Cost Financial
Distribution Marketing
Product Planning and communication
Propositions Operations strategies

PRODUCT PLACE PRICE PROMOTION

Planning
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Conceptual Framework

Consumer Choice

Transaction Cost
Economy
Profit Seeking Firm

Product Value Propositions

Gets commission

Standardized Products
Affiliation
Service Efficiency and Flexibility

Leverage Product Authenticity

Consumer Value
Revenue
from Purchase Value
Multiple
Product Value
Streams
ONLINE Information Involvement
STRATEGY Social Marketing

Value Word of Mouth


Chain
Direct and Referring Links

Content Management

Market Segment

Strategic Value Proposition


Model
Analysis Designing and implementing
mechanisms

Block imitations
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Operational Definition of Terms or Variables

TERMS DEFINITION
POPULATION THE TOTAL NUMBER OF POPULATION WHO PARTICIPATED

THE ONLINE SURVEY


RESPONSE THE TOTAL NUMBER OF RESPONDENTS THAT THE

OVERALL POPULATION HAVE ANSWERED


PERCENTAGE THE AVERAGE SCORING OF THE TOTAL RESPONSES THAT

VARIES THE ANSWERS IN CATEGORIES AND RESULTS

AS PART OF A WHOLE
VALUE CHAIN THE CONNECTED MUPLTIPLE SERIES IN A RESEARCH
PROPOSITION THE TOTAL NUMBER OF MARKETING PLAN AND ITS

DIFFERENT PLANNING SEGMENTS


STRATEGY THE TOTAL NUMBER OF PLANNING AND PROPER ACTION

TO ACHIEVE THE OVERALL AIM.


ONLINE THE TOTAL ASPECTS OF ORGANIZATIONAL FACILITIES IN

TERMS OF ELECTRICAL ORGANIZATIONS


INTERNET THE SUM OF COMMUNICATION NETWORKS AND

COMPUTER FACILITIES IN VARIOUS ELECTRONIC

DEVICES.
MARKETING THE AVERAGE BUSINESS ACTIVITIES THAT INVOLVES

EXECUTIVE PLANNING.
ADVERTISEMENT THE TOTAL NUMBER OF BUSINESS STRATEGIES APPLIED
S
IN PROMOTING A BUSINESS

METHODOLOGY
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To accomplish the entire scope of this research of what is about the distribution

of online marketing within Anthea’s Pre-Order Cakes and Pastries, a list of

questions were conducted as a set of survey questionnaires fore as my

respondents. The online survey form was made with one-hundred (100)

respondents of whom was able to buy, taste, and see the luscious treats

that Anthea’s have offered with them.

THE ONLINE SURVEY:

I was able to keep in contact with the help of my supportive and cooperative one-

hundred customer respondents. Since, I have gotten my chance to

personally conduct an online survey, I gave each one of them, 15

questions. But also, beforehand of conducting my online survey form, I

informed them about the nature of my study fore as my research task.


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Research Locale

The online survey form was conducted primarily through Internet and this set of

work was also made within the area alongside Pasig City.

Statistical Treatment

Respondents to the questionnaire that has been answered by the Anthea’s

Pre-Order Cakes and Pastries’ customers were statistically analyzed

throughout the given charts that were given in the previous section. This

collective data that we have gathered were fairly analyzed with the data

requirements of the study.


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Some types of statistics are considered to be seen throughout this paper to

enormously recognize the range and measurements of population who not

just use the Internet but prior to the online concept that involves Anthea’s

Pre-Order Cakes and Pastries.

LIST OF TABLES
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LIST OF FIGURES vii

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