00000ctm a22000003a 4500 UP-99796217608617641 Buklod 20081203104503.0 a r |||| u| ta 081203s xx d r |||| u| (iLib)UPD-00066096031 DCHE eng LG 993.5 2003 C56 L35 Lanuza, Frances Vanessa T. Attitude of young consumers towards apparel brand logos Frances Vanessa T. Lanuza ; Adelaida V. Mayo, adviser. 2003. 54 leaves col. ill. Thesis (BS Clothing Technology)--University of the Philippines Diliman. This research is about apparel brand logos and the consumer's attitude towards them. It gives focus on how consumers regard the logo of an apparel brand as a product feature that could influence their perception of the garment. The study also provides information on the essential characteristics of a logo that appeal the most to consumers and thus, significantly affect their purchase decision. For the data collection, the survey method was used. The respondents were students from De La Salle University in Taft, Manila. The researcher chose these respondents because majority of these students belong to the upper stratum of the socioeconomic ladder, and therefore they are more exposed to the variety of product offerings in the market. The age bracket of the respondents is 16-21 years old. Results and findings of the study indicated that most of the college students choose their own clothes and that they are conscious of the quality of apparel brand logos attached to their clothes. Most of them revealed that displaying the brand logo is not that important. However, the results showed that the manner by which the brand logo was attached to the apparel could influence the respondents' buying decision. Therefore, the quality of brand logo in its placement on the garment should be highly considered. This research could spearhead further studies concerning the importance of apparel brand logos as perceived by marketing managers of different apparel companies. Consumer behavior Philippines. Mayo, Adelaida V. FI UPD DCHE LG 993.5 2003 C56 L35 Thesis