Employee’s Product Patronage at Coca-Cola Bottlers Philippines, Inc. (CCBPI) as an Expression of Organizational Commitment

Abstract

Diverse sources point out the link between commitment and organizational success, and there are logical explanations for this link. This study provides an overview of the relationship between an employee’s product patronage and organizational commitment. In doing so, it shall reiterate the importance of commitment to an organization’s success but this time, using product patronage as an expression of it. When an employee decides to patronize company product, is it a sign of his commitment to the organization or is he simply doing it because he believes in the product nothing more, nothing less. Finding the link between employee’s product patronage and organizational commitment is an extensive but exciting task. The study’s objectives are as follows: To assess the profile of employees who patronize company products; determine the level of product patronage manifested by employees; find out the degree of organizational commitment manifested by the employees; identify the factors that causes an employee’s product patronage; and determine the relationship between employees’ product patronage and commitment This study is descriptive in nature and aims to explain the act of patronizing company product as an expression of organizational commitment. The method to be used to gather the needed information is the survey questionnaire. The study found out that out of the 53 respondents eight got a perfect score in terms of Product Patronage. Employees who have highly favorable patronage also have different characteristics. It cannot be concluded that socio-demographics has an influence on one’s patronage of company products. Indeed, organizational commitment is present in the organization. There are several reasons on why employees patronize company product. In this case, quality and taste remained the main reason. For celebrating special occasions is the second reason. Third reason is their utang na loob to the company and fourth is the discounted price/promo. Pressure from management and co-worker is the final reason. Another major factor on why they patronize company products the feeling that they get when drinking Coke. All of them felt a sense of belonging to the company, loyalty to the product, commitment to the company and contribution to the sales of the company. Most of the respondent perceived that there is a relationship between Product Patronage and Commitment. But based on the statistical test the correlation between the two variables was= 0.18. The result fell on the first degree of correlation. It was found out that there is no correlation between product patronage and commitment. The result of the study corresponds to the popular view that Product Patronage can be used to express Organizational Commitment. Both variables have high prevalence at CCBPI but they are not correlated. Nevertheless, it cannot be denied that Product Patronage still has something to do with Organizational Commitment. However, the relationship is not the evident because there are different factors that influence commitment other than patronage. Organizational Commitment does not directly affect an employees’ product patronage as how patronage affects Organizational Commitment.