A Case Study on Factors Affecting the Perception of Customers in Purchasing Air Fryer Products: Basis for a Proposed Enhanced Marketing Promotion Program

Abstract

In the Philippine Culture, Filipinos love to eat and cook food, so they will eat up to 5 times per day. In addition, Filipinos love to eat fried foods, and a majority of their breakfast tables entirely consist of fried foods or, at the very least, mixed with other Filipino delicacies. With the latest developments in cooking technology in the present era, the Air Fryer was introduced into the market as a machine that reduces time and helps with cooking efficiency. The problem revolves around the Air Fryer, specifically how aware the Air Fryer Product customers are and what factors affect customer perception in terms of buying Air Fryer. The study is focused on variables such as Customer Value-Centered Perception, Experiential Marketing, Product Features, and Influencers. The study utilizes Qualitative Research in the form of a Case Study. The instruments used in this study were open-ended question surveys. The study utilized the Purposive Sampling Technique of 10 individuals that purchased Air Fryers. The result of the study was analyzed using the Thematic Analysis method. The findings of the study with the utilization of the Thematic Analysis method were sub-themes that arose from the Open-Ended Questionnaire, such as Health Benefits Awareness, Convenience of Time, Product Demonstration/Testing, Marketing Promotional Events, User-Friendly Product Features, Optimized Product Features, Integrity of an Influencer, and Influencer’s Degree of Legitimacy & Specialization. The output of the study is a Proposed Enhanced Marketing Promotional Program that will help the Air Fryer manufacturing companies and the customers identify the benefits and knowledge of purchasing an Air Fryer.