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TABLE OF CONTENTS

ABSTRACT ........................................................................................................... 3

ACKNOWLEDGMENT ....................................................................................... 4

CHAPTER I ........................................................................................................... 5

INTRODUCTION ............................................................................................... 5

OBJECTIVES OF THE STUDY....................................................................... 11

THEORETICAL FRAMEWORK ..................................................................... 12

CONCEPTUAL FRAMEWORK ...................................................................... 15

STATEMENT OF THE PROBLEM ................................................................. 18

HYPOTHESIS ................................................................................................... 19

SIGNIFICANCE OF THE STUDY .................................................................. 20

SCOPE AND LIMITATIONS .......................................................................... 21

DEFINITION OF TERMS ................................................................................ 22

CHAPTER II ....................................................................................................... 24

CHAPTER III ...................................................................................................... 48

RESEARCH DESIGN ....................................................................................... 48

SAMPLE SIZE AND SAMPLING DESIGN ................................................... 49

DATA COLLECTING INSTRUMENT ........................................................... 52


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DATA GATHERING PROCEDURE ............................................................... 53

DATA ANALYSIS ........................................................................................... 54

CHAPTER IV ...................................................................................................... 57

DESCRIPTIVE STATISTICS........................................................................... 57

ANALYSIS AND DISCUSSION ..................................................................... 59

HYPOTHESIS TESTING ................................................................................. 72

CHAPTER V ....................................................................................................... 76

CONCLUSION.................................................................................................. 76

RECOMMENDATIONS ................................................................................... 79

APPENDICES ..................................................................................................... 80

REFERENCES .................................................................................................. 80

LIST OF FIGURES AND TABLES ................................................................. 82

APPENDIX I ....................................................................................................... 1

APPENDIX II ...................................................................................................... 1

APPENDIX III..................................................................................................... 1
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ABSTRACT

Transportation is a vital part in almost all human activities. People coming

from different points on the route to their workplaces, homes, schools and to places

of their desire. However, transportation system in Metro Manila excessively

aggravated through the years, which made transportation relatively inconvenient.

Introduction of new concepts of public transportation transpires in the hopes of a

decrease in the inconveniences of prevailing transport systems in the Metro. UBER

and Grab offers same services as an ordinary taxi, without the hassle of how

commuters traditionally get taxis. It is a smartphone-based service, wherein a

commuter can avail of their service through the UBER and Grab’s application.

UBER and Grab offers services that are that safe, convenient, yet inexpensive

service. UBER and Grab has also been known to use different marketing strategies

to attract potential customers every day. Application-Based modes of transportation

are a popular preference by students in their use of transportation. This study aims

to show the different marketing strategies used by application-based modes of

transportation and how it has an effect on the choices of the students in using these.

This study aims to show the advantages of UBER and Grab services and to also

propose that UBER and Grab as one of the top choices of students from the top four

universities.
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ACKNOWLEDGMENT

Above all, the researchers would like to thank our dear Lord for all the

strength and guidance He has given that led to the ability of the researchers to

conduct this study. The researchers would also like to give thanks to their parents,

immediate family and relatives for the support and motivation in producing this

research. To the researchers’ friends and blockmates who offered all the help that

they could to help the researchers in making this study a success, the researchers

are grateful to have you.

To the thesis adviser of this study, Mr. Alain Jomarie Santos, CPA, MBA,

who gave his time and effort in guiding the researchers in creating a study that

would benefit the country especially business people.

To the statistician of this study, Ms. Janet Gail Dimapilis for her aid with

her knowledge in statistics having taken up Bachelor of Science in Statistics at the

University of the Philippines-Diliman. Her expertise in this field was a huge

assistance to the researchers for this study.

To the significant others of the researchers, Laira Jannella Guinto and

Lorenzo Miguel Samonte for being an inspiration to the researchers in

accomplishing great things.