This paper would not be completed with the help of

This paper would not be completed with the help of our Panel members, Professor Rumel Alfaro,
for giving straight-forward and sincere advises for us to produce a better output and for listening
to our presentation even though he does not have a lot of time in his hands. Also, Professor
Patrcia Marasigan for helping us with the grammar structure, listening to us and likewise
commenting for the betterment of our paper and Professor Justine Olis, for also being patient
with us and for listening to our presentation.
We would like to express love and appreciation to our parents. Without our parents, we would
not be able to provide the expenses needed for the completion of our research paper. We also
thank our parents for their never-ending support to us even through this requirement in school.
We also do not like to miss the opportunity to acknowledge the contribution of all faculty
member of the department for their kind assistance and cooperation during the development of
our project.
Lastly, for this achievement, we give back all the glory and praises to the all-powerful Father
Almighty. We thank God for making this possible and for giving us the chance to prove
ourselves that we are responsible enough to conduct this kind of study. We can do all things
through Him who strengthens us (Philippians 4:13), and with that we believe that God allowed
us to this achievement.
Jae Allyson Armado
Bianca C. Bersabe
Mona France G. Ramos
Rhia Eunice M. Pana
iii

TABLE OF CONTENTS
APPROVAL SHEET 2
ACKNOWLEDGEMENT 3
TABLE OF CONTENTS 4
LIST OF TABLES 6
ABSTRACT 7
Chapter 1 8
INTRODUCTION 8
Chapter 2 11
REVIEW OF RELATED LITERATURE 11
Branding 11
Product Quality 12
Market Differentiation 13
Buying 14
Competitive Advantage 15
Chapter 3 16
AN ASSESSMENT ON THE BRAND PERCEPTION AMONG YOUNG PROFESSIONALS 16
Abstract 16
Introduction 17
Methodology 20
Methodology Flowchart 20
Results and Discussion 22
Profile of the Respondent 22
Assessments of the Respondents Parallel on Brand Perception of apparels in terms of Branding 24
Assessments of the Young Professionals based on the factors that affect Buying behavior and
Perception 28
Chapter 4 33
CONCLUSION 33
Chapter 5 35
RECOMMENDATION 35
REFERENCES 37
iv

APPENDICES 40
CURRICULUM VITAE 42
v

LIST OF TABLE
TABLE 1 . FREQUENCY AND PERCENTAGE DISTRIBUTION OF THE RESPONDENTS
IN TERMS OF AGE ...................................................................................................................... 17
TABLE 2. FREQUENCY AND PERCENTAGE DISTRIBUTION OF THE RESPONDENTS
IN TERMS OF GENDER .............................................................................................................. 17
TABLE 3. FREQUENCY AND PERCENTAGE DISTRIBUTION OF THE RESPONDENTS
IN TERMS OF MONTHLY INCOME .......................................................................................... 18
TABLE 4. LEVEL OF ASSESSMENT PARALLEL BASED ON THE PERCENTAGE OF
WEIGHTED MEAN STATISTICAL ANALYSIS ON BRANDING ........................................... 18
TABLE 5. LEVEL OF ASSESSMENT BASED ON THE PERCENTAGE OF WEIGHTED
MEAN STATISTICAL ANALYSIS ON THE ASPECT OF QUALITY ...................................... 19
TABLE 6. LEVEL OF ASSESSMENT BASED N THE PERCENTAGE OF WEIGHTED
MEAN STATISTICAL ANALYSIS ON COMPETITIVE ADVANTAGE .................................. 20
TABLE 7. LEVEL OF ASSESSMENT BASED N THE PERCENTAGE OF WEIGHTED
MEAN STATISTICAL ANALYSIS ON MARKET DIFFERENTIATION ................................. 21
TABLE 8.