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AB Students' Marketing Preferences

The document is a study that examines AB students' preferences for digital and traditional marketing strategies. It defines digital and traditional marketing, identifies their advantages and disadvantages, and determines which approach AB students prefer when consuming products. The researchers conducted a quantitative study of Arts and Letters students at the University of Santo Tomas. They found that digital marketing is the most used and preferred strategy for AB students due to its advantages like widespread reach, low cost, and speed. They also found that product quality is the most persuasive marketing element for AB students when buying a product.

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Aisha Tejada
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159 views2 pages

AB Students' Marketing Preferences

The document is a study that examines AB students' preferences for digital and traditional marketing strategies. It defines digital and traditional marketing, identifies their advantages and disadvantages, and determines which approach AB students prefer when consuming products. The researchers conducted a quantitative study of Arts and Letters students at the University of Santo Tomas. They found that digital marketing is the most used and preferred strategy for AB students due to its advantages like widespread reach, low cost, and speed. They also found that product quality is the most persuasive marketing element for AB students when buying a product.

Uploaded by

Aisha Tejada
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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The Buying Preference of AB Students towards

Digital and Traditional Marketing


Michelle Stacy F. Serreon and Alyanna Jasmine D. Torio
Adviser: Atty. Gerardo Banzon
Faculty of Arts and Letters, University of Santo Tomas, Manila, Philippines

Abstract
Marketing, an essential strategy for business, contains various effective tools. It
is important to discern what kind of marketing strategy is used in different kinds of
businesses to become successful. Genuinely, the conduct of traditional and digital
marketing is recognized as an advantage in marketing to satisfy customers and to
improve and sustain the companys business. The aim of this study is to define and
differentiate digital marketing and traditional marketing, and enumerate their advantages
and disadvantages. Also, to determine the most preferred and desired business
approach of the AB students towards digital and traditional marketing in consuming a
product, identify its relation of their preference, and establish which of the 4Ps of
Marketing would be effective and persuasive to AB students when buying a product. To
obtain the objective, the researchers used the quantitative approach in evaluating the
results of the respondents to its target population which is the students of Faculty of Arts
and Letters in University of Santo Tomas to gather information about the respondents
thoughts and feedback on the said marketing strategies. Through statistical findings and
analysis, it has been concluded by the researchers that digital marketing is considered
the most used and preferred marketing strategy by AB students because of its
advantages (e.g. reachable in terms of communication, less expensive and not time
consuming, faster in terms of getting message of an advertisement and obtains
immediate feedback), and product or quality was recognized as more persuasive to
students in buying a product from the 4Ps of Marketing.

Key words: Marketing, Traditional Marketing, Digital Marketing, Marketing Strategy,


Business Approach, 4Ps of Marketing

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