The Impacts of Sexual Branding to Consumer’s Buying Decisions–Philippine Context

Abstract

While the industry is experiencing a fast-paced innovation of ideas and extreme competition, marketers find it difficult to predict and hook a firm grasp on market preference. This is especially true when tapping the new generation as a market -the traditionally conservative yet socially liberated millennial consumers. Sexual branding in the context of marketing can be defined as the activity of creating a position for a product through establishing a name, symbol, or design through sexual stimulus. The study was anchored to Attention-Interest-Desire-Action theory, also known as AIDA model by Elias St. Elmo Lewis (1898). Several related articles were discussed in the following chapters to strengthen the relevance of the study further. The researchers used quantitative-descriptive design to determine the level of impact of sexual branding (trade name as its specific scope) to each buying decision factor. The data gathering was conducted at TT Liempo, a food hub at McKinley Hills Taguig City, using convenience -non-probability sampling technique. Results coming from eighty (80) respondents were gathered, quantified and presented concluding that sexual branding has a high-level impact to consumers’ buying decision from Attention stage with a decreasing level as the process moves closer to the final stage of the buying process (the Action stage).