Abstract:
Grounded on the marketing image management framework developed by Barich and Kotler (1991), the study aimed to determine the effectiveness of the marketing image of Nestle Philippines, Inc. on product patronage as perceived by its Filipino customers. Related literature on reputation, image, corporate trust, perception, marketing mix, branding, and product and patronage motives were discussed to provide a background for the study. A framework on the relationship between marketing mix and marketing image components & attributes was also developed to serve as a backbone for the research. In order to gain the data required for the study, quantitative methodology was utilized by use of an online questionnaire answered by 80 Filipino customers determined through purposive sampling. The respondents' perception towards the image of Nestle Philippines, Inc. and its product, Milo, determined the effectiveness of the marketing image of the company. Results were statistically analyzed by use of frequency, percentage, and weighted mean. It was found out that customers of the company perceive the marketing image of Nestle Philippines, Inc. as effective in getting their patronage towards the company's products. Implications and recommendations were provided for the company and for future study regarding marketing image management.
