00000ctmaa22000003a 4500 UP-1685675941123923442 Buklod 20151029115457.0 aa rb |||1 u| ta 151029s xx d r |||| u| (iLib)UPTAC-00017762691 UPVTC eng LG 993.5 2010 M3 A43 Amable, Esther Ruth G. author. A strategic analysis on how the Ukay-ukay businesses pulled through in Tacloban City Esther Ruth G. Amable, Jemiera D. Basalo, [and] Alexandra Gin A. Valeriano.. 2010. [5], i-ii, 34, [8] leaves illustrations. Research paper (B.S. Management) -- University of the Philippines, Tacloban. For more than fifteen years, the ukay-ukay business in Tacloban City has been operating in the garments industry. I has withstood a lot of challenges. It is able to devele in the culture of Waray- Waray people by being one of the main choices in shopping for clothes. Thus, it is able to keep abreast stiff competition in the industry. Thus, it is able to keep abreast amidst stiff competition in the industry. The research is conducted to know the factors affecting the survivability of the ukay-ukay business in Tacloban City despite the proliferation of the Taiwanese/Chinese RTW stores in the city. It also serves as a proof that there is life in ukay-ukay. The study used explanatory research design. Twelve business owners were interviewed in line with the objectives of the study. 50 customers were surveyed within the research locale that supported the claims of the business owners. Data were analyzed using frequency and percentage distribution. The researchers have found that the factors that contributed to the survivability of the ukay-ukay business include proper management of the marketing mix-- reasonable and fair pricing of the products, offering quality ukay-ukay, giving discounts and other promos in enticing the target market, and having a strategic location that is more accessible to the market. Ukay-ukay business. Basalo, Jemiera D. author. Valeriano, Alexandra Gin M. author. FI UP UPTAC UPTAC LG 993.5 2010 M3 A43 Thesis