Far Eastern University
IABF - Makati Campus
Business Administration Department

MARKETING STRATEGIES OF DAIRY QUEEN AFFECTING
CONSUMER BUYING DECISIONS OF FEU MAKATI STUDENTS
(S.Y 2015-2016)

Antonio. Carla Celine P.
Bascos, Princess Stephanie P.
De Guia, Angely Marie P.
Española, Changmi Jeoung
Magboo, Mark Christian C.
Margas, Ferlen Grace D.
Reyes, John Lemuel
Solis, Franziesca Fatima Solis

3 October 2015

Table of Contents
Chapter 1
Background of the study ………………………………………………….…………………. 1
Scope and Limitations ………………………………………………………….……..…....... 2
Research Problem……………………………………………….………..…….…...….…… 2
Research Objectives ………………………………………………………………………... 2
Research Question…………………………………………………………..…………….… 3
Hypothesis…………………………………………………………………….…................... 3
Definition of Terms……………………………………………………………...................... 4
Current Marketing Situation
Positioning………….………………………………………………….…………..… 5
Industry Analysis……………………………………………………….……......... 6-7
SWOT Analysis…………………………………………………………………........ 8
Competitive Profile Matrix…………………………………………….……….... 9-12

Chapter 2
Research Design………………………………………………………………………..……. 13
Sampling Design……………………………………………………………………………… 13
Research Methodology…………………………………………………………………... 13-15

Chapter 3
Research Analysis………………………………………………………………………... 16-36
Chi – Square Analysis………………………………………………………….……............ 37

Chapter 4
Conclusion…………………………………………………………………………………..… 38
Recommendation…………………………………………………………………………. 39-40
Appendix……………………………………………………………………………...…… 41-42

CHAPTER I
BACKGROUND OF THE STUDY
Dairy Queen’s phenomenal story began with a 10-cent sale of a then unnamed product on August 4, 1938 in Kankakee, Illinois. A father and son team had been experimenting with a frozen product for some time. With the help of their good friend
Sherb Noble, they were able to hold an