Chapter 1 THE PROBLEM AND ITS BACKGROUND

Introduction

Teleseryes are a healthy remedy in a way because it diverts the attention of the locals, as of each day, heavy political issues suppressed each concerned citizen. Unhealthy because most of which are not educational, no specific relevance in solving cases concerning the masses and sometimes promotes political biases that often misleads the illiterate. Filipinos has been an avid fan of teleserye, it has been a part of their daily lives and it also affects even our culture. A day, for Filipinos, is not complete without watching teleserye. The main purpose of this research is to scrutinize the effects of networks teleserye in the buying behavior of marketing students in the College of Business of the Polytechnic University of the Philippines. As a marketing management students, this topic interests marketing students a lot due to the fact that all of them will gain a lot of ideas towards consumers behavior depending upon the product endorsers appearance in a certain teleserye, and, on how and why it can affect their product purchasing decisions.

Background of the study Teleseryes share some characteristics and have similar roots with classic soap operas and telenovelas, yet the teleserye has evolved into a genre with its own unique characteristics, often working as a reflection of the social realism of the Filipinos. Teleseryes are aired in prime-time five days a week, and often replays during weekends. They attract a broad audience which crosses age and gender lines, and they command the highest advertising rates in Philippine television. Teleseryes were shown for three months to a year depending on its rating. Soap operas in the Philippines originated when Gulong ng Palad was first heard on the radio in 1949. The genre then expanded into television in the early 1960s. The first Philippine TV soap opera was Hiwaga sa Bahay na Bato in 1963, and was produced by ABS-CBN. Liwanag ng Pag-ibig, Prinsipe Amante, and many others soon followed. The Radio Serial was also the longest running spanned serial that spanned for decades by the co writer and revival writer Loida Virina in the Mid-70's the story also was made into a soap starring Marianne Dela Riva as Luisa and Ronald Corveau as Carding in the decade where rising soaps began it also made stars out of the young Romnick Sarmenta and also Beth Bautista who was also a model and famous actress in the 80's the soap also starred veteran actress and character actress Caridad Sanchez whose decades in showbiz spanned for more than 6 decades through present. In the early 80's RPN-9 produced Flordeluna starring award winning actress Janice de Belen the cast also included the late Drama King Dindo Fernando award winning actress
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and Director Laurice Guillen In the early 80's GMA Network also produced the timeless hit tale Anna Liza (TV series) starring late child actress and FAMAS awardee Julie Vega the series spanned for 6 years but due to Julie Vega's death the series had an unfinished storyline and a two hour special the series was controversial due to its big support of viewers to the late young actress fellow actress and fellow TV Rival Janice De Belen also did there film FlorDeliza a cross over between Flordeluna and Annaliza in film. In the early 2000's in 2006 Gulong ng Palad ran from January 2006-May 2006 the cast starred Kristine Hermosa as Luisa TJ Trinidad as Carding and Cherie Gil as Philiomena

"Menang" Medel the corrupt town mayor and also the main antagonist of the series the role of Mimi was given to Andrea del Rosario and Rio Locsin as Caridad "Idad" Santos the series also was famous to International Viewers as well through TFC. In February 2007-June 3,2007 the remake of Maria Flordeluna starred young actress Eliza Pineda as the titular character the series added the name "Maria" the cast also starred Albert Martinez as Leo Alicante and Eula Valdez as Mary Jo Esperitu and John Estrada as Gary Alvarado the cast also starred Veteran Actors and Actress' Liza Lorena and The late Actor Johnny Delgado and Roldan Aquino and Comedianne Minnie Aguilar the series ran for 93 Episodes and won the PMPC STAR AWARDS Best Television Series in 2008. In 2009 the series remake of AnnaLiza also was shelved and was about to star Maja Salvador and Jason Abalos. In the 90's Television Dramas boosted many careers of many but long running dramas where the ones that stood out to its popularity In 1992-1997 the
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intense rivalry of The ABS-CBN drama Mara Clara made fame to Judy Ann Santos as the protagonist Mara and 90's Villain Gladys Reyes as the evil Clara the series was one of the most longest running soaps of the 90's despite many time changes and also moving to the Primetime Slot at 7pm and also spanned a successful movie and also spanned another much loved soap which ran from 1997-1999 Esperanza (TV series) and also made a film which also made Judy Ann Santos a Primetime Queen. In the 90's the Telenovela Valiente ran for 7 years as well but 3 years on ABS-CBN and 4 years on GMA-7 in the Afternoon Block in mid-1997 Mula Sa Puso made fame to the Second Primetime Queen Claudine Barretto where she played the heiress Via in the 3 year long running soap which also gained her fame with her leading men Rico Yan and Diether Ocampo and Villain Princess Punzalan as Selina the most influencial character of the series in 2000-2002 the series Pangako Sa'yo took GLORY in broadcasting in many networks across Asia and globally as the soap opera reached out to a broader audience starring Jericho Rosales and Kristine Hermosa and a ensemble cast. As they say, stories would be boring and dry without the presence of an antagonist or a villain. Villains make the whole story more interesting. Making the life of a protagonist or the main character miserable is the main purpose of the villain. Those sophisticated and wealthy people are usually portraying the antagonist in a teleserye. Although there are some teleseryes whose villains are commoners, but most often, the character of the antagonist is given life by the rich and powerful. Because of this, a lot of people, especially those who belong
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to the middle and lower class, are given the impression that wealthy members of the society are wicked and mean. For them, that term wealthy and powerful is synonymous to the term greedy and cruel. Although it is not the intention of a teleserye to give a wrong notion about the rich people, it is unconsciously implied.

In effect for the poor, the usual storyline of a teleserye often revolves around the life of a character that possesses a weak personality. The protagonist comes, most often than not, from a poor family. There are teleseryes that has a protagonist that belongs to a wealthy family though, but the most common setting is where a poor main character exists and which happens also to be almost the real setting in our society poor people are being oppressed, deceived, and maltreated. Due to this, people developed a concept that the poor are always the aggrieved party in any society. If being wealthy becomes synonymous to wicked, poor has also been synonymous to the word oppressed. For the kids May Bukas Pa, Ang Munting Heredera, Mga Anghel na Walang Langit These are teleseryes that has kids sas main characters. Its ironic how these types of teleserye gain positive responses from the viewing public, yet these are the ones that are produced once in a blue moon. Teleseryes like these are good for the kids for it shows less violence and contains explicit scenes. It also aids in shaping the values and morale of the youngsters for it often shows children with good conducts. Although some depicts kids having bad attitudes but in the end, those bad kids are turned into good ones, thus, influencing children in a good way.
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Since kids-oriented teleseryes are not frequently produced, children tend to watch adult-themed teleseryes which requires an immense sense of

understanding. This type of teleserye is unhealthy for the kids because it contains more violence and more sensual scenes which are too deep for the fathom. Furthermore, adult-themed teleseryes are not good for young audiences because act what they see which is one factor why a lot of youngsters commit crimes at an early age. Another form of teleserye is the teen-oriented ones which is now gaining popularity. This type of teleserye portrays teens with their most common characters easy-going and curious. Even though, most of the teen-oriented teleseryes carry a positive theme, young adults view it as contradictory to what is really happening to the real world. Teen-oriented and adult-themed teleseryes sometimes contradict each other. The first one conforms to what should and how should teens act while the latter exposes almost the real milieu. In turn, since the young minds of teens has the natural setting of whatever the adults do are good, young adults imitate them. Because of this, there is an alarming increase of teen-related issues such as premarital sex and pregnancy that leads to abortion, juvenile delinquencies, drug addictions, and prostitutions. Though some of these morbid scenarios are due to some factors such as peer pressure and family problems, we could not deny the fact that shows on the television, such as teleseryes, are one of the contributing elements.

Since the beginning of teleserye, its most common storyline is about adults in love or adults competing to achieve something. This type is considered to be the most influential among the other forms of teleserye for it discloses a realistic scenario of what is really happening in the society. The main target of this teleserye are the adults since they are responsible for educating and shaping the values of the younger members of the community. Some teleseryes tackle societal issues such as politics, crimes, and rebellions. These forms of teleseryes aim to make the viewing public be aware, especially the parents, the flaws of the society and the possible effects that are carried of it if not given much attention. Also, these teleseryes affect the judgments and views of adults for the modern teleseryes are produced not just to entertain but to influence as well. The adults views and judgments are not only the ones that are being influenced by teleseryes. Reactions to certain issues, how they interact to other people, and the relationship towards their family such as imposing discipline to their children are also affected. In general, a teleserye is not just a source of entertainment. It is also a cradle of both positive and negative ideas that influence a persons beliefs, views, physical and mental activities, and disposition, regardless of his age, gender, cultural affiliation, religion, and social status. Although some people think about teleserye as an exaggeration of the real life and are very sensational, there are also those people who view it as the reflection of the actual existence of an

individual. Moreover, teleserye does not only show things as seen in the society. It also tries to unveil all the possible scenarios that may happen in the near future. It is not only a mirror but a window as well. It displays everything that people failed to see and never saw it coming. Today, though not so obvious, teleserye is not just a mere product of someones imagination that is being brought to life by a band of actors and actresses, but it is a dictator in its own form. Funny as it seems, but yes, it is very amazing to know how this mere imagination can find its way to become real and invade ones personal disposition leaving a person very vulnerable. Also in terms of buying a product.

Theoretical Framework The theoretical framework includes five parts. The first part focuses on the idea that television plays a central role in viewers perceptions of the world by affecting attitudes, beliefs, and way of thinking explained by the Cultivation Theory of George Gerbner. The second part presents why most women preferred watching teleseryes more than men and how it affects their buying behavior. The third part is about the teen-oriented teleserye which is now gaining its popularity. The fourth part shows how a particular network influences the consumers. The fifth one relates to the idea why consumers buy or do not buy a particular product. There are numerous communication theories, but Gerbners cultivation theory is especially the most applicable theory in this research study. The
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severity of these effects depends on the amount of television an individual watches each day. Even though the immediate consequences of watching television are small, they accumulate and have a significant impact on the viewer and our culture as a whole. The images depicted on television can have an immense impression or the aspects that make up a society. People watch teleserye because they see something that connects to their reality, then it is likely that they will receive what Gerbner calls a double dose of the message and will eventually experience intensified cultivating effects. The more television one watches, the more likely his or her attitude is created by the images on the television, especially if the images are relevant. Incidental information
(Learning) (Construction)

TV viewing

Social reality

Capacity, focusing strategies, attention, involvement

Inference skills, social structures, other experiences

Figure 1 Conceptual Model of the Cultivation Theory

A highly prevalent problem in our society today is the misconstrued perception many women and adolescent girls have about their bodies. As Gerbner states, television is the central and most persuasive mass medium in American culture, so there is no doubt that girls and women in perfection are defined by emaciated figures, it is only natural that heavy-viewing females begin to have their attitudes shaped by this ideal. They begin to be affected by the reality constructed on the television more than the reality of the world around them. It was observed that girls preferred watching television for long hours as compared to boys. Less than half (47.7 percent) of the boys were found watching television for up to two hours while near about half (49.5 percent) of the girls watched television for more than two hours. One of the reasons observed during data-collection was that boys generally had some outdoor activity in the evening to keep themselves busy. One form of teleserye is the teen-oriented ones which is now gaining popularity. This type of teleserye portrays teens with their most common characters- easy going and curious. Even though, most of the teen-oriented teleseryes carry a positive theme, young adults view it as contradictory to what is really happening to the real world. Teenagers consume more and more each year. It is forecasted that their consumption is going to grow for more years to come. Teenagers buy various items ranging from CD and apparel to computers and television. They get money from their parents and some of them possess a credit card of their own. Shops are trying to adapt to this change. Some of them have launched prepaid cards, so that the teenagers can buy clothes or any other
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item without the need of going with parents. (Mangleberg et al., 2004; Piacentini and Mailer, 2004) ABS-CBN is a major Filipino commercial television network owned and operated by the Filipino media conglomerate ABS-CBN Corporation, a publicly traded company. It is the country's leading television network with advertising revenues amounted to 17.5 billion pesos for the fiscal year 2011. It was launched on 23 October 1953 and is among the first commercial television networks in Asia. Its headquarters is in Quezon City with regional offices and news bureaus in over 25 provincial areas throughout the country. They are much closer to the masses and they tend to each them despite the fact that Philippines inhabiting an archipelago of more than 7,000 islands, Filipinos are a multicultural, multi-linguistic, geographically scattered nation. This hampers the medias role in helping build cultural unity. ABS-CBN keeps its stronghold on primetime television, the most important part of the day for both viewers and advertisers, based on data from the global industry-trusted multinational audience research group Kantar Media. Kantar Media, which has national panel size of 1,370 homes and 7,535 individuals that are statistically representative of total Philippine TV population, reported that overall, ABS-CBN enjoyed the highest audience share in total day among all TV networks with 35.1 percent of Philippine households watching its shows. ABSCBN hit an average audience share of 42.1 percent nationwide last month, excluding the Holy Week, on primetime from 6 p.m. to 12 mn. When most Filipinos spend time watching TV and advertisers put their investments to reach
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more consumers efficiently, higher by 12.7-points than its rival network GMA's 29.4 percent. In Metro Manila, ABS-CBN's average audience share for primetime reached 35.4 percent, beating GMA's 32.6 percent. It is a prime importance to discover some attributes or sources of consumer motivator. First, there are the product attributes that consumers perceive to be basic minimum requirements which function essentially as a dissatisfier, which means that when these attributes are absent or deficient in the product, they are dissatisfied and not motivated. And if these attributes are present, they are just taken for granted for they provide no satisfaction and are weak to use as motivator. Second, there are product attributes which are present and seen by consumers more than the basic minimum requirements. These attributes serve as a satisfier and become a source of motivation for the consumer. And lastly, there are product attributes that lie between the dissatisfier and the satisfier. These are like runners-up in a beauty contest, whose appeal come from accentuating the attraction of the winner. These are referred to as residual attributes. (Arante and Gomez, p. 60). No human beings are able to survive properly without education. By the means of education only ones potential can be used to maximum extent. Education tells men how to think, how to work properly, how to make decision. Through education only one can make separate identity. It is most important in life like our basic need foods, clothes and shelter. With the beginning we learnt how to interact with others, how to make friends because of education only.

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Thats why majority of the Marketing students here at the Polytechnic University of the Philippines focuses more on their studies. The sophomore year is a time of decisions, opportunities, and change. Its the year students move into ever more challenging courses. It is the year Major, Minor and General Education Concentrations is declared. Such media can facilitate learning by enhancing students engagement, identity and enjoyment of a given course, independent of the content to be learned. The implication is that increasing student interest and engagement through social media will also facilitate knowledge transfer (Yaros, 2009b). According to Pride and Ferrel, A consumer uses rationized response behavior when buying frequently purchased, low-cost items requiring very little search and decision effort. When buying such items, a consumer may prefer a particular brand but is familiar with several brands in the product class and views more than one as being acceptable. Typically, low-involvement products are bought through routinized response behavior, that is, automatically. According to Peter Hayward, Promotion is the most recognized aspect of marketing. It is all about communication with existing and potential customers so that they react by buying the product. It is highly unlikely anyone will buy a product if they have never heard of it. Promotional activities can be put into action once the product, place and price have been determined. Essentially, one concentrates on a specific type of shopping and choosing behavior: shopping for day-to-day items from supermarket shelves
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(Braeutigam et.al. 2004). Although specific, this type of human activity can serve as a model of a wider class of choice and decision making processes. Being reachable, i.e. accessible to most people in industrialized societies, supermarket shopping relates to a considerable spectrum of choice situations ranging from mechanisms to satisfy basic needs to incentives for behavior over and above what is needed for homeostasis (F.J. Chen 2004). According to John OShaughnessy, Where the product is purchased, since location and outlet make a difference in willingness to pay a premium price in a low class outlet is regarded as getting stung: and the sense of its being fair price. Churchill and Moschis (1979) reported that television appeared to be an important agent in adolescent consumer socialization, teaching young people expressive elements of consumption. Television also appeared indirectly to affect the acquisition of consumer-related properties by stimulating interactions about consumption with parents and decreasing it with peers. Cognitive brand consciousness (CBC), i.e. the belief that generally wellknown brands regularly offer a higher expectancy value of quality than those which are not extensively advertised or widely known, is often considered to be a one-dimensional construct, both in theory and in practice. Also, it is often investigated with regard to just a single product area. By applying structural equation models to 2 student samples, and a finite mixture of structural equation models to one broad consumer sample, this paper represents a differentiated view of the construct of brand consciousness. The data confirm the assumption that only the minority of consumers have a general, i.e. one-dimensional CBC,
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whereas the majority thinks in a more situational way. (Andreas Strebinger and Thomas Otter) According to Behling and Wileh, Overall, the most important findings were that subjects who were familiar with all the labels perceived a difference in quality, while subjects who were unfamiliar with the labels accurately perceived no difference.

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Conceptual Framework This study uses the system approach input, process, output model.
Input Profile of Respondents sex age year level type of student tv station/ channel being watched Process Identification of the profile of the respondents Output Profile of the respondents identified.

Assessment of the effects of networks teleserye to the Buying Behavior of Marketing Major Students of the Polytechnic University of the Philippines. types of products bought or purchased frequency of buying the product stores where the products are regularly bought number of pieces of product purchased

Assessment of the effects of networks teleserye to the Buyingb Behavior of Marketing Major Students of the Polytechnic University of the Philippines.

Effects of networks Teleserye to the buying behavior of marketing major students of Polytechnic University of the Philippines assessed

Problems Encountered by the Respondents Relative to the Effects of Networks Teleserye to their Buying Behavior unavailability of the product in the store forced to buy the product even if it is expensive tendency to become brand conscious buying products not suited to ones need buying products irrationally

Problems identified

Solution and recommendation to the problem

Feedback Figure 2 Research Paradigm

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The input of the research paradigm indicates the profile of the respondents in terms of the following aspects such as sex, age, year level, type of student, and the TV station/channel being watched. Next, the aspects of the effects of networks teleserye to the buying behavior of the marketing major students of the Polytechnic University of the Philippines which includes the types of products bought or purchased, frequency of buying the product, stores where the products are regularly bought, and the number of pieces of products purchased. And finally, the problems encountered by the problems by the respondents relative to the effects of networks teleserye in their buying behavior which consist of the unavailability of the product in the store, forced to buy the product even if it is expensive, tendency to become brand conscious, buying products not suited to ones need and buying products irrationally. The process of the research paradigm shows the identification on the profile of the respondents and the assessment on the effects of networks teleserye to the buying behavior of the marketing major students of the Polytechnic University of the Philippines. The output of the research paradigm includes the profile of the respondents identified, effects of networks teleserye to the buying behavior of the marketing major students of the Polytechnic University of the Philippines assessed, problems identified, and solutions and recommendations to the problem.

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Statement of the Problem

The purpose of the study is to find out the effects of Networks teleserye of the buying behavior of marketing students in the College of Business of the Polytechnic University of the Philippines. Specifically, it wants to answer the following sub-problems. 1. What is the profile of the respondents in terms of the following aspects: 1.1 sex 1.2 age 1.3 year level 1.4 type of student 1.5 TV station/channel being watched/ watched 2. How did the respondents assess the effects of Networks teleserye in terms of the following aspects: 2.1 types of product bought or purchased 2.2 frequency of buying the product 2.3 stores where products are regularly bought 2.4 numbers of pieces of product purchased 3. Is there a difference in the assessment of the respondents on the effects of Networks teleserye to the buying behavior of marketing students of the Polytechnic University of the Philippines when they are grouped according to their profile?

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4. What are the problems encountered by the marketing students of the Polytechnic University of the Philippines in terms of Networks teleserye that influences their buying behavior? 4.1 unavailability of the product in the store 4.2 forced to buy the product even if it is expensive 4.3 tendency to become brand conscious 4.4 buying products not suited to ones need 4.5 buying products irrationally

Hypothesis

There is no difference in the assessment of the respondents in the effects of networks teleserye to the buying behavior of the marketing major students in the College of Business of the Polytechnic University of the Philippines.

Scope and Limitations of the Study The scope of this study is the marketing students of the Polytechnic University of the Philippines of all year levels. The limitations of this study are only those students who must have watched or still watching a teleserye. Only those undergraduate marketing majors are allowed to participate in this study.

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Significance of the Study The researchers believes that students, particularly Marketing Majors of the Polytechnic University of the Philippines, will be benefited from the findings of the study since it provides basis for the awareness and better understanding on how Networks teleserye affects their buying behavior. Likewise it gives them a more focused and clear perspective on how the specific behaviors related to their buying behavior influenced by Networks teleserye. Consequently, this

awareness also gives a much deeper understanding of themselves as students considering the effects of Networks teleserye. Students will be given information on how Networks teleserye affects their buying behavior. The result of the study will make them aware of the common effects of Networks teleserye. Television Station will also be a help in understanding the effects of their teleserye in terms of the buying behavior of their audiences. Future Researchers this study will serve as a reference material to help the academe; particularly the MBA students and all other future researchers who will be working on the same topic. The information gathered in this study will be used for the advancement of their work

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Definition of Terms In order to have a common understanding in this study the following terms are defined operationally: Assessment. The action or an instance of assessing. Buying behavior. It refers to the consumers awareness. Channel. A means of communication or expression. Consumer. It refers to a natural person who is a purchaser, lessee, Recipient, prospective purchaser, recipient of a consumer product, service or credit. Effect. Power to bring about a result, an influence. Frequency of buying the product. The fact or condition of occurring frequently. Knowledge. The fact or condition of knowing something with familiarity gained through experience or association. Network. A group of radio or television stations linked by wire or radio relay. Respondents. One who answers in various legal proceedings. Unavailability of the product. Condition wherein the product is not available in the market.

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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter discusses the related literature and studies, both foreign and local which the researcher reviewed.

Foreign Literature An excerpt from the book of Making Sense of Television: 2nd Edition Television has made enormous changes in peoples everyday lives over the last few decades. Developments in new technologies and increase leisure time ensure that the mass media will continue to structure and influence peoples experiences and understanding of their social world (Livingstone, 1998).She also stated that all day, every day, People create and recreate meanings in their everyday lives. Whether they are working, talking to their children, watching television, or playing a record, people routinely and apparently unproblematically make sense of their circumstances. Yet as we think through this activity of making sense, we see that it is far from unproblematic. Just as everyday interaction, watching television has often been seen as given and obvious: the viewer is seen as passively receptive and mindless (Livingstone, 1998). Livingstone focuses on the soap operas because of being explicit as case study

for investigating audiences sense making process. It is extremely popular genre because it is definitely makes all the most obvious ways in which the viewers must hold the text in their memories, integrating upon episodes. Its multiple central characters provide no ready identification for viewers to follow but invite differential responses, perspective and positioning. According to the book Women and Soap Opera: A Cultural Feminist Perspective The gender context perspective consists of three interrelated components, or questions that together allow us to determine whether or not womens soap opera viewing is feminist. These concern the interplay between women viewers and gender text, between feminist scholars and gender text, and the gendered social context of viewing, respectively. Consequently, soap operas have been criticized for their negative effect on the listener or the viewer. The use of effects to undermine womens love of soap opera was in practice by the time Paul Lazarsfeld and frank Stanton published Radio Research: 1942-1943, which includes the earliest studies on soap opera viewing. Robert Allen (1985) has described in detail the unfolding cultural debate over the soap operas merits which took place in 1940s. Soon a scholarly paper appeared which concluded that (female) soap opera listener exhibited stereotyped thinking had les imagination and personal resources and saw the world in terms of men and women having a trouble in maintaining stable relationship (Blumenthal 1971:3637). A different article from Jon Lafayette states that Study Shows TVs Impact on Consumer Purchasing Behavior, a new study by the Television Bureau of
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Advertising offers insights into how advertising affects consumers as they make their way toward purchase decisions. The report, called How Media Works: Advertising and the Purchase Funnel, was conducted by Yankelovich for the TVB to determine the role TV plays as part of a multiplatform environment for advertising. At a time when economic conditions make it more important than ever to maximize their advertising expenditures to get consumers to purchase their goods, the study examines the role of television advertising in driving consumer actions throughout the purchase decision process; how television interacts with other media platforms and how purchase decisions are made as a result of interactions with media. The study looks at the Purchase Funnel, a continuum that tracks a consumer from when he first becomes aware of a product through his actual purchase. The purchase funnel has been widely accepted as an important way of looking at how consumers move toward a purchase decision, but up to now very little research existed to determine the impact of advertising, said Susan Cuccinello, senior VP for research at the TVB. This study breaks new ground and the advertising community has already expressed great interest in seeing our results. Through the entire process, television makes a major contribution, beginning with awareness, where it makes its greatest impact.

Local Literature Communication today must reach the individual; mass communication losses its effectiveness at a higher level of uniformity. Distribution and
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differentiation or individualization is crucial to the effectiveness of communication. Information, the access to it, has to be democratized; only that which is free, whether institutions or people can be mobilized and directed towards commonly accepted goals. As Albert Camus once said: A free press may be good or bad but a press without freedom can only be bad. An individual buying behaviour is influenced by motivation, perception, learning, beliefs and attitude. These factors affect consumer at a psychological level and determine her overall buying behaviour. Maslows hierarchy, Herzberg Theory and Freud Theory try and explain people different motivational level in undertaking a buying decision. Perception is what consumer understands about a product through their senses. Marketers have to pay attention to consumers perception about a brand rather than true offering of the product. Learning comes from experience; consumer may respond to stimuli and purchase a product. A favorable purchase will generate positive experience resulting in pleasant learning. Belief is the pre-conceived notion a consumer has towards a brand. It is kind of influence a brand exerts on consumer. For example, there is a strong belief product coming through German engineering are quality products. Companies may take advantage of this belief and route their production through Germany. The new study, however, found that consumers actually find such advertisements more memorable. Linking products to group affiliations leads people to recall the products when they think about those groups. Pragmatically, this suggests that advertisers should consider how consumers are likely to think
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about themselves when they are choosing products, said Mercurio and Forehand.

Foreign Studies Even in the early days of empirical mass communication research there was a concern with the motives that led people to the media and the gratifications that audiences derived from the experience. Interest in audience analysis shifted toward television when that medium took the prime time audience and radio adopted a news and music format. Telenovelas -- literally television novels -- have some things in common with their American cousins, the daytime soap operas. Telenovelas have their roots in Latin America, starting as graphic novel representations of classic literature and stories, later evolving into radio programs. When soap companies started radio dramas to sell cleaning products to housewives in the 1930s, they established programs in Cuba as well. But when American companies could no longer sponsor programs in Cuba, there was a Diaspora of talented Cuban actors, writers and producers that scattered through Latin America and began melding the American product with Latin American storytelling. But unlike U.S. soap operas, which ran for decades, telenovelas have a contained story arc, ending after a few seasons. This makes them highly marketable and exportable, says Diana Rios, associate professor of communication sciences at University of Connecticut. They air every day, making them highly profitable to advertisers. Some are aired only in the country they are produced, but others such as "Yo
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Soy Betty, La Fea" ("Ugly Betty") are redone and adapted for dozens of other countries.

There are some common running themes in telenovelas -- love lost, mothers and daughters fighting, long-lost relatives, love found. Telenovela audiences, however, like their stories with all the loose ends wrapped up and a happy ending a big wedding finale is common."Things have to be cleaned up so the audience has satisfaction. They won't worry about Maria -- did she find true love, her true mother or her true father," Rios said. But for those few seasons, these telenovelas have the attention of millions of viewers, said Dr. Michael Rodriguez, a UCLA primary care physician who works with the Latino community, making them a good vehicle for educational messages. And unlike U.S. soaps, which are marketed to women, telenovelas are family

programs."More than half of Latinos are watching them," Rodriguez said, "I remember myself watching them with my mother. In fact, I still do watch them when my mom is visiting."They are a cultural touchstone, especially for Spanish speakers across the globe. Popular story arcs like long-lost family members resonate with Latinos whose families may have emigrated. Religious references will appear in several of these series, another touchstone to the predominantly Catholic Latino population. For Latinos, watching telenovelas is often a way to keep in touch with their friends and family, especially those who have emigrated."It's a conversation piece," said Rios, "Latinos in the U.S. can talk about shows with people back in Latin America. ... I've had conversations with friends and they'll say, 'Oh, look at that. One of my relatives had something like
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that happen to her.'"Jesus Fuentes, the executive producer of "Encrucijada: Sin Salud No Hay Nada" ("Crossroads: Without Health There is Nothing"), said that viewers find themselves in these characters."You see the characters and you say, 'I'm that one, but I could be that one, and I wish I could be that one,'" he said, "It's like a house of mirrors." While long-running soap operas such as Guiding Light and One Life to Live in the United States are being canceled, telenovela viewership in the United States is booming with 5.6 million people tuning in across the country versus 2.9 million soap opera viewers, according to Nielsen data. And in the coming decades analyzing and studying the impact of telenovelas will be even more relevant as the United States' Latino population continues to grow, said Rios. "Telenovelas are here to stay, and there's just going to be more of them," she said. "But they do have an impact and they are important to the Latino community."

A study from the University of Technology Sydney states that the Entertainment content such as TV soap operas and movies are highly desirable media for placing products and brands because the characters naturally receive direct attention from viewers, and because the characters often become celebrities in their own right. In particular, product placement and celebrity endorsement are popular means of promoting fashion products. Although the relationship between viewers and the medium itself (e.g., soap operas and movies) has been identified as a determinant of the effectiveness of these

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marketing practices, consumer perceptions of their social networks attitudes and behavior toward the medium have not been directly linked to such effectiveness. Consumers social networks are especially important because most people are moderately connected to others and willing to share marketing information with others (Smith et al. 2007). Given that the entertainment industry naturally provides popular topics for discussion in social networks, we expect marketing actions in this domain to generate social interactive effects that significantly increase the effectiveness of firms efforts beyond their direct effects on consumers. We propose that social interactions driven by product placement and celebrity endorsement take the form of social network connectedness, which we define as consumers perceptions of how others are affected by marketing communications from a particular source (in this case a medium).

Local Studies Philippine drama can be classified into different forms and genres, with the most popular being the teleserye and teledrama. The

teleserye/teledrama is a television form of melodramatic serialized fiction. It is rooted from two words: "tele", which is short for "television," and "serye", a Tagalog term for "series" and "drama" for drama. Teleserye is now used as the generic term for most Filipino soap operas on television, although the term officially came into existence in 2000 when Philippine network ABS-CBN aired its first official form of teleserye, Pangako Sa 'Yo. Prior to this, Filipino soap operas were called either "telenovelas" (and some are still referred to as such) and
29

"soap operas". But as of 2001, GMA Network officially uses teledrama as their form of Philippine TV Series that is drama related. Matt Tacao, a blogger from blogspot.com, said One of the forms of Philippine Drama is known to be teleserye. People from all walks of life are now being hooked to it rich, poor, kids, teens and adults. It is now considered as one of the major sources of entertainment for the whole family. Because of its increasing popularity, it has now the ability to influence peoples beliefs and judgments. In terms of this, it can now be in line along with academic institutions, churches, and social networking sites such as Facebook. By this time, teleserye has already made huge impact on the lives of the general public. One form of teleserye is the teen-oriented ones which is now gaining popularity. This type of teleserye portrays teens with their most common characters easy-going and curious. Even though, most of the teen-oriented teleseryes carry a positive theme, young adults view it as contradictory to what is really happening to the real world. Teen-oriented and adult-themed teleseryes sometimes contradict each other. The first one conforms to what should and how should teens act while the latter exposes almost the real milieu. In turn, since the young minds of teens has the natural setting of whatever the adults do are good, young adults imitate them. Because of this, there is an alarming increase of teen-related issues such as premarital sex and pregnancy that leads to abortion, juvenile delinquencies, drug addictions, and prostitutions. Though some of these morbid scenarios are due to some factors such as peer pressure and family problems, we could not deny the
30

fact that shows on the television, such as teleseryes, are one of the contributing elements. An article from Articlebase.com states that Today 'Celebrity

Endorsement' has attracted immense debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has been observed that the presence of a well-known personality helps in solving the problem of over-communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand. The theories like 'Source Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory' provide a basis on which the methodology of celebrity endorsement works and also explains how the process of the celebrity endorsement influences the minds of the consumers. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However there lies uncertainty with respect to the returns that the company might be able to garner for the brand. The issue of matching the values of the celebrity with the brand values is also very important, i.e. getting the right celebrity to endorse the right brand. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. This makes endorsement as one of the indictors of quality for any brand. Corporate credibility along with endorser credibility plays a significant role in the attitude of the consumer towards the brand and the advertisement respectively. On the other hand, the over popularity of the celebrity sometimes overshadows the brand. If the celebrity is involved in multiple endorsements, it tends to create
31

confusion among consumers and hence negatively affects the perception of the advertisement and the brand. Hence, to say clearly whether the practice of celebrity endorsement impacts positively or negatively to the brand still remains a debate.

According to Ventura, C. (2010) this study found out that Filipino teenagers purchase, consume, and patronize products endorsed in television commercials that featured local celebrity love teams, but they do not buy these on a regular basis. The respondents prefer commercials that feature local celebrity love teams. Moreover, the respondents consider the love team endorsers as huge factor in their purchase. Thus, this type of commercials has greatly influence the consumer behavior of Filipino teenagers. (It Takes Two to Tango: The Effects of Television Commercials that Feature Local Celebrity Love Teams on the Consumer Behavior of Filipino Teenagers).

Synthesis of the Reviewed Literature and Studies The literature of televisions impacts on consumer purchasing behavior explains that it falls on one major key way. Much of the literatures convey that televisions impacts on consumer buying behavior plays as a part of a multiplatform environment for advertising. Susan Cuccinello, senior VP for research at the TVB clearly notes that television breaks new ground and the advertising community has already expressed great in seeing results. Developments in new technologies and increase leisure time ensure that the mass media will continue to structure and influence peoples experiences and
32

understanding of their social world (Livingstone, 1998). Mercurio and Forehand. (Ads Targeting Groups are More Memorable, Study Shows. Posted on January 5, 2012) points out those linking products to group affiliations lead people to recall the products when they think about those groups. Pragmatically, this suggests that advertisers should consider how consumers are likely to think about themselves when they are choosing products. A study from the University of Technology Sydney states that the Entertainment content such as TV soap operas and movies are highly desirable media for placing products and brands because the characters naturally receive direct attention from viewers, and because the characters often become celebrities in their own right. Some of the literature proposed that, in addition to televisions impacts on consumer purchasing behavior, consumers perceive the brand as having superior quality because it has been endorsed by a credible source. According to Ventura, C. (2010) this study found out that Filipino teenagers purchase, consume, and patronize products endorsed in television commercials that featured local celebrity love teams, but they do not buy these on a regular basis. The theories like 'Source Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory' provide a basis on which the methodology of celebrity endorsement works and also explains how the process of the celebrity endorsement influences the minds of the consumers. The literature reviewed seems to overwhelmingly suggest that the televisions impacts on consumer purchasing behavior submits to one major idea, that people from all walks of life are now being hooked in television programs
33

and this as their major source of entertainment, which leads to affecting their purchasing power in buying a product.

34

Chapter 3

RESEARCH METHODOLOGY

This part of the study discusses the research method used, the population and determined sample size, the description of respondents, the instrument used to collect data-gathering procedure and the statistical tools used to analyze data.

Method of Research

The descriptive research method was used in this study. Descriptive method, also known as statistical research, describes the data and

characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where and why (Saunders, Philip Lewis. et al, 2003)

Population

All marketing major students of Polytechnic University of the Philippines who have watched or watching teleserye is the population of this study. The respondents were comprised of a total population 223 students composed of male and female.

This study was conducted by using a non probability convenience sampling. This method is a process of picking out people in the most convenient and fastest way to get reactions immediately.

Description of Respondents

The respondents of the study consist of male and female Marketing major students of Polytechnic University of the Philippines. They are grouped as to classification of age, year-level, type of student, and TV station being watched.

Research Instrument

The researchers were the one who made the questionnaire which serves as the main instrument to gather the data. The questionnaire was checked by an expert, a professor of marketing research. The questionnaire has the following parts. Part one consists of the profile of the respondents based on the following aspects: sex, age, year level, type of student, and TV station/ channel being watched/ watched.

36

Part two consist of respondents assessment of the effects of networks teleserye to the buying behavior of marketing major students of the Polytechnic University of the Philippines in terms of the following aspects: types of products bought or purchased, frequency of buying the product, stores where products are regularly bought, number of pieces of products purchased. Part three consists of problems encountered by the respondents relative to the effects of networks teleserye: unavailability of the product in the store, forced to buy the product even if it is expensive, tendency to become brand conscious, buying products not suited to ones need, and buying products irrationally. The following Likert scale was used in this study. The rate are 5 for Very Great Effect, 4 for great effect, 3 for moderate effect, 2 for less effect and 1 for no effect.

Data-Gathering Procedure

The researchers were the one who gathered the data. They distributed and administered it from 1:30 - 4:00pm on Monday and Thursday. The questionnaires were collected right away after the respondents have answered all the questions.

37

Statistical Treatment of Data The researcher utilized the following statistical tools to analyze and interpret the data gathered. The statistical tools used in this study are descriptive statistics using the percentage and weighted mean. 1. Percentage In mathematics, a percentage is a way of expressing a number as a fraction of 100. Percentages are used to express how large/small a quantity is, relative to another quantity. The first quantity usually represents a part of, or a change in, the second quantity, which should be greater than zero. The percentage formula will be used to quantify the actual responses given by the respondents. This will be obtained by dividing the number of responses by the number of respondents and the quotient will be multiplied by one hundred. Formula: Percentage (%) = Where: % f N 100 = = = = Percentage Frequency Total number of respondents Constant
38

x 100

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter consists of presentation, analysis and interpretation of data gathered through the survey questionnaire. The data gathered from the respondents were analyzed and interpreted. Statistical findings were hereby presented and given implications to concretize the concepts. It is discussed in proper order according to the sequence of the problems as presented in the first chapter of the research study. It indicates the expected results and manned in which they are analyzed and presented graphically; and is designed to bring order, coherent patterns and meaning to data accumulated. 1. Profile of the Respondents 1.1 Sex Table 1 shows the frequency and percentage distribution on the profile of the respondents in terms of sex.

Table 1 Frequency and Percentage Distribution on the Profile of the Respondents in Terms of Sex

Sex Male Female Total

Frequency 91 132 223

Percentage 40.81% 59.19% 100%

Table 1 reflects the frequency and percentage distribution of male and female respondents of the study. It shows that out of 223 respondents, 122 (54.71%) are female and 91 (40.81%) are male. It can be derived from the results that both male and female are watching teleserye. According to Gerbners cultivation theory, People watch teleserye because they see something that connects to their reality, then it is likely that they will receive what Gerbner calls a double dose of the message and will eventually experience intensified cultivating effects. The more television one watches, the more likely his or her attitude is created by the images on the television, especially if the images are relevant.

1.2 Age Table 2 shows the frequency and percentage distribution on the profile of the respondents in terms of age.
40

Table 2 Frequency and Percentage Distribution on the Profile of the Respondents in Terms of Age

Age 15-17 18-20 21-23 24-26 27-30 Total

Frequency 82 127 11 1 2 223

Percentage 36.77% 56.95% 4.93% 0.44% 0.9% 100%

Table 2 reflects the frequency and percentage distribution of 15-17 years old, 18-20 years old, 21-23 years old, 24-26 years old and 27-30 years old among the 223 respondents of this study. It shows that out of 223 respondents, 82 or (36.77%) are from 15-17 years old, 127 (56.95%) of the respondents are from ages 18-20 years old, 11 (4.93%) are from ages 21-23 years old , 1 (0.44%) are 24-27 years old , 2 (0.90%) are 27-30 years old. It is derived from the results that majority of the respondents are 18-20 years old comprising of 127 (56.95%).

Majority of the respondents are ages between 18 to 20 years old. One form of teleserye is the teen-oriented ones which is now gaining popularity. This type of teleserye portrays teens with their most common characters- easy going and curious. (Mangleberg et al., 2004; Piacentini and Mailer, 2004)

41

1.3 Year Level Table 3 shows the frequency and percentage distribution on the profile of the respondents in terms of year level.

Table 3 Frequency and Percentage Distribution on the Profile of the Respondents in Terms of Year Level

Year Level 1st year 2nd year 3rd year 4th year Total

Frequency 33 72 65 53 223

Percentage 14.8% 33.29% 29.15% 23.77% 100%

Table 3 shows the frequency and percentage of the year level of the 223 respondents from first year to fourth year. It shows that out of 223 respondents, 33 (14.8%) of them are first year students, 72 (33.29%) are second year students, 65 (29.15%) are 3rd year students, 53 (23.77%) are fourth year students. It can be derived in the results that majority of the respondents are in the second year. The sophomore year is a time of decisions, opportunities, and change. Its the year students move into ever more challenging courses. Its the year they declare your Major, Minor and General Education Concentrations. Such media

42

can facilitate learning by enhancing students engagement, identity and enjoyment of a given course, independent of the content to be learned. The implication is that increasing student interest and engagement through social media will also facilitate knowledge transfer (Yaros, 2009). 1.4 Type of student Table 4 shows the frequency and percentage distribution on the profile of the respondents in terms of the type of student.

Table 4 Frequency and Percentage Distribution on the Profile Of the Respondents in Terms of The type of student

Employment Working student Full time student Total

Frequency 27 196 223

Percentage 12.11% 87.89% 100%

43

Table 4 reflects the frequency and percentage distribution of the type of student of the 223 respondents whether they are Working Student or Full time student. It shows that out of 223 respondents, 27 (12.11%) are Working Student, and 196 (87.89%) are Full time student. It can be derived in the results that majority of the respondents are Full time student. No people can live properly without education. By the means of education, only ones potential can be used to maximum extent. Education tells men how to think, how to work properly, how to make decision. Through education only one can make separate identity. It is a necessity such as foods, clothing and shelter. During our youth, we learn how to mingle with others. Thats why most Marketing students here in Polytechnic University of the Philippines strive hard to reach their goals in life. 1.5TV Station/ Channel Being Watched / Watched Table 5 shows the frequency and percentage distribution of the respondents in terms of tv station/ channel being watched/ watched.

44

Table 5 Frequency and Percentage Distribution of the Respondents in terms of TV Station/ Channel Being Watched / Watched TV Station/ Channel Channel 2 (ABS-CBN) Channel 5 (TV5) Channel 7 (GMA) Total

Frequency 120 29 74 223

Percentage 53.81% 13% 13.19% 100%

Table 5 reflects the frequency and percentage of the TV Channel Stations being watched/ watched among the 223 respondents of this study. 120 (53.81%) are watching Channel 2, 29 (13%) are watching Channel 5, 74 (33.19%) are watching Channel 7. It shows that out of 223 respondents, majority of them or 120 (53.81%) are watching Channel 2. Majority of the respondents are watching ABS-CBN, merely because ABSCBN is a major Filipino commercial television network owned and operated by the Filipino media conglomerate ABS-CBN Corporation, a publicly traded company. It is the country's leading television network with advertising revenues amounted to 17.5 billion pesos for the fiscal year 2011. It was launched on 23 October 1953 and is among the first commercial television networks in Asia. Its headquarters is in Quezon City with regional offices and news bureaus in over 25 provincial areas throughout the country. They are much closer to the masses and

45

they tend to each them despite the fact that Philippines inhabiting an archipelago of more than 7,000 islands, Filipinos are a multi-cultural, multi-linguistic, geographically scattered nation. This hampers the medias role in helping build cultural unity. 2. Assessment of the effects of Networks Teleserye 2.1Types of products bought or purchased Table 6 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased. Table 6 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Types of Products Bought or Purchased

Extent of Impact (5)Very Great Effect (4)Great Effect (3)Moderate Effect (2)Less/Little Effect (1)No Effect Total

Frequency 39 55 72 32 25 223

Percentage 17.49% 24.66% 32.29% 14.35% 11.21% 100%

46

Table 6 reflects the Extent of Impact in of terms of the types of products bought or purchased among the 223 respondents of this study. 39 (17.49%) has Very Great Effect, 55 (24.66%) has Great Effect, 72 (32.29%) are Moderate Effect, 32 (14.35%) has Less/Little Effect, 25 (11.21%) has No Effect. It shows that majority of the respondents or 72 (32.24%) has a Moderate Effect in terms of the types of products bought or purchased among the 223 respondents. Majority of the respondents are experiencing a moderate effect of the teleseryes they are watching into the types of products bought or purchased because as according to Pride and Ferrel, A consumer uses rationized response behavior when buying frequently purchased, low-cost items requiring very little search and decision effort. When buying such items, a consumer may prefer a particular brand but is familiar with several brands in the product class and views more than one as being acceptable. Typically, low-involvement products are bought through routinized response behavior, that is, automatically. 2.1.1 Types of products bought or purchased as to sex Table 7 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to sex.

47

Table 7 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Types of Products Bought or Purchased as to Sex

Types of Product Bought or Purchased Extent of Impact Sex F Male 5 P F 4 P F 3 P F 2 P F 1 P F Total P 40.81%

20 8.96%

23 10.31% 25 11.21% 13 5.83%

10 4.48% 91 9

Female 25 11.21% 33 14.18% 53 23.77% 12 5.38% Total 45 20.18% 56 25.11% 58 26%

4.03% 132 59.19%

25 11.21% 19 8.51% 223 100%

Table 7 reflects the types of products bought or purchased as to sex among the 223 respondents of this study. 20 (8.96%) male respondents states that there is a very great effect, 23 (10.31%) states that there is a great effect, 25 (11.21%) states that there is a moderate effect, 13 (5.83%) states that there is a less or little effect and 10 (4.48%) out of 91 male respondents states that there is no effect on the extent of impact of the types of products bought or purchased. 25 (11.21%) out of 132 female respondents states that there is a very great effect, 33 (14.18%) states that there is a great effect, 53 (23.77%) states that there is a moderate effect, 12 (5.38%) states that there is a less effect and 9 (4.03%) female respondents states that there is no effect on the extent of impact of products bought or purchased. It can be derived that majority of the male and

48

female respondents are experiencing a moderate effect relative to the effects of Networks Teleserye in terms of the types of products bought or purchased. Majority of the respondents are experiencing a moderate effect because some of them are busy in their studies that they dont have a lot of time to watch a teleserye during late night evening on which can affect the type of products they bought or purchased. 2.1.2 Types of products bought or purchased as to age Table 8 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to age.

49

Table 8 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Types of Products Bought or Purchased as to Age

Types of Product Bought or Purchased Extent of Impact Age F 15-17 yrs. old 18-20 yrs. old 21-23 yrs. old 24-26 yrs. old 27-30 yrs. old Total 19 5 P 8.52% F 21 4 P 9.42% F 30 3 P 13.45% F 8 2 P 3.59% F 42 1 P 18.83% F 82 P 36.77%

Total

19

8.52%

36

16.14%

48

21.52%

13

5.83%

11

4.93%

127

56.95%

1.33%

0.04%

2.24%

0.90%

11

4.93%

0.04%

0.04%

0.04%

0.04%

8.96%

42

18.83%

60

26.90%

83

37.22%

23

10.32%

53

23.76%

223

100%

Table 8 reflects the extent of impact on the types of products bought as to age among the 223 respondents of this study. 19 (8.52%) 15-17 years old states that there is a very great effect , 21 (9.42%) states that there is a great effect, 30 (13.45%) states that there is a moderate effect, 8 (3.59%) states that there is a less effect and 42 (18.33%) out of 82 15-17 years old states that there is no effect on the types of products purchased.19 (8.52%) out of 127 18-20 years old students states that there is very great effect, 36 (16.14%) states that there is a great effect, 48 (21.52%) states that there is moderate effect, 13 (5.83%) states

50

that there is less effect, and 11 (4.93%) students states that there is no effect on the types of products bought. 3 (1.33%) 21-23 years old students states that there is a very great effect, 1 (0.04%) states that there is a great effect, 5 (2.24%) states that there is a moderate effect, 2 (0.90%) states that there is less or little effect on the extent of impact on types of products bought. 1 respondents with the age ranges from24-26 years old states that there is a great effect on the extent of impact. 0ut of 2 respondents with the age ranges to 27-30 years old 1 (0.04%) states that there is a very great effect , while the other one states that there is a great effect on the extent of impact of types of products bought or purchased. 2.1.3 Types of products bought or purchased as to year level Table 9 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to year level.

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Table 9 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying behavior of Marketing Students in terms of the Types of Products Bought or Purchased as to Year level

Types of Product bought or Purchased Extent of Impact 5 F 1 year 2 year 3 year 4 year Total
th rd nd st

Year Level

Total 2 1 P 3.59% 2.24% 3.59% 2.69% 12.11% F 0 3 4 3 10 P 0% 1.35% 1.79% 1.35% 4.48% F 33 72 65 53 223 P 14.80% 32.29% 29.15% 23.77% 100%

4 P F 5 22 20 12 59 P 2.24% 9.87% 8.97% 5.38% 26.46% F 10 27 22 25 84

3 P 4.48% 12.11% 9.87% 11.21% 37.67% F 8 5 8 6 27

10 15 11 7 43

4.48% 6.73% 4.93% 3.14% 19.28%

Table 9 reflects the frequency and percentage distribution of the types of products bought or purchased as to year level among the 223 respondents of this study. Based on the year level of the respondents, it shows that 10 (4.48%) first year students states that there is a very great effect, 5 (2.24%) states that there is a great effect. 10 (4.48%) states that there is a moderate effect, 8 (3.59%) states that there is a less or little effect, and 0 out of 33 first year students states that there is no effect on the types of products bought. For the second year students, 15 (6.73%) states that there is a very great effect, 22 (9.87%) states that there is great effect, 27 (12.11%) states that there is a moderate effect, 5 (2.24%) states that there is less or little effect and 3 (1.35%) states that there is
52

no effect. For the third year students, 11 (4.93%) states that there is a very great effect, 20 (8.97%) states that there is a great effect, 22 (9.87%) states that there is a moderate effect, 8 (3.59%) states that there is less/ little effect and 4 (1.79%) states that there is no effect. For fourth year students, 7 (3.14%) students states that there is a very great effect, 12 (5.38%) states that there is a great effect, 25 (11.21%) states that there is a moderate effect, 6 (2.69%) states that there is a less or little effect, and 3 (1.35%) states that there is no effect on the types of products bought. 2.1.4 Types of products bought or purchased as to the type of student Table 10 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to the type of student.

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Table 10 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of Types of Products Bought or Purchased as to the Type of student

Types of Product bought or Purchased Extent of Impact Type of student Working Student Full time student Total 5 F 6 35 41 P 2.69% 15.70% 18.38% F 6 56 62 4 P 2.69% 25.11% 27.80% F 10 72 82 3 P 4.48% 32.29% 36.77% F 5 19 24 2 P 2.24% 8.52% 10.76% F 0 14 14 0 6.37% 6.37% 1 P F 27 196 223 Total P 12.11% 87.89% 100%

Table 10 reflects the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to the type of student among the 223 respondents of this study. It reflects that 6 (2.69%) states that there is very great effect, 6 (2.69%) states that there is a great effect, 10 (4.48%) states that there is a moderate effect, 5 (2.24%) states that there is a less/ little effect and none among the 27 (12.11%) working students state that there is no effect. Among the 196 (87.89%) Full time students, 35 (15.70%) states that there is a great effect, 56 (25.11%) states that there is a great effect, 72 (32.29%) states that there is a moderate, 19 (8.52%) states that there is a less/ little effect and 14 (6.37%) states that there is no effect on the type of products bought or purchased.

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2.1.5 Types of products bought or purchased as to TV station being watched/ watched Table 11 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the types of products bought or purchased as to TV station/ channel being watched/ watched. Table 11 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Types of Products Bought or Purchased as to TV station being watched/ watched

Types of Product Bought or Purchased TV station/C hannel being watched/ watched (ABSCBN) Channel 2 (TV5) Channel 5 (GMA) Channel 7 Total 9 Extent of Impact Total 5 F P 4.04% F 33 4 P 4.80% F 57 3 P 25.56% F 15 2 P 6.73% F 12 1 P 5.38 % 0 2.69 % 8.07 % F 120 P 53.81%

4 9 22

1.79% 4.04% 9.87%

9 17 59

4.04% 7.62% 26.45%

9 33 99

4.04% 14.80% 44.40%

7 9 31

3.14% 4.04% 13.91%

0 6 18

29 74 223

13% 33.18% 100%

Table 11 reflects the frequency and percentage distribution of the extent of impact on the types of products bought or purchased as to TV station/ channel being watched/ watched among the 223 respondents of this study. Out of 120 respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great effect, 33 (4.80%) states that there is a great effect, 57 (25.56%) states that there

55

is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%) states that there is no effect. Out of 29 respondents who are watching TV5, 4 (1.79%) states that there is a very great effect, 9 (4.04%) states that there is a great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and states that there is a less effect. Out of 74 respondents who are watching GMA 9 (4.04%) states that there is a very great effect, 17 (7.62%) states that there is a great effect, 33 (14.80%) states that there is a moderate effect, 9 (4.04%) states that there is less effect, and 6 (2.69%) states that there is no effect. 2.2 Frequency of buying the product Table 12 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product. Table 12 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Frequency of Buying the Product

Extent of Impact (5)Very Great Effect (4)Great Effect (3)Moderate Effect (2)Less/Little Effect (1)No Effect Total

Frequency 24 51 79 43 26 223

Percentage 10.76% 22.87% 35.43% 19.28% 11.66% 100%

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Table 12 reflects the frequency and percentage distribution of the extent of impact in terms of the frequency of buying the product among the 223 respondents of this study. 24 (10.76%) has Very Great Effect, 51 (22.87%) has Great Effect, 79 (35.43%) has Moderate Effect, 43 (19.28%) has Less/Little Effect, 26 (11.66%) has No Effect. It shows that among the 223 respondents, majority of them or 79 (35.43%) has a moderate effect in terms of the frequency of buying the product. According to Peter Hayward, Promotion is the most recognized aspect of marketing. It is all about communication with existing and potential customers so that they react by buying the product. It is highly unlikely anyone will buy a product if they have never heard of it. Promotional activities can be put into action once the product, place and price have been determined. 2.2.1 Frequency of buying the product as to sex Table 13 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to sex.

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Table 13 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Frequency of Buying the Product as to Sex

Frequency of buying the product Extent of Impact 5 F Male Female Total 12 8 20 P 5.38% 3.9% 8.97% F 24 35 59 4 P 10.76% 15.7% 26.46% F 41 57 98 3 P 18.39% 25.56% 43.95% F 9 19 28 2 P 4.04% 8.52% 12.56% F 13 18 31 1 P 5.82% 8.07% 13.90% F 91 132 223 P 40.81% 59.19% 100%

Sex

Total

Table 13 reflects the frequency and percentage distribution of the extent of impact of frequency of buying the product as to sex among 223 the respondents of this study. Out of 91 male respondents, 12 (5.83%)has a very great effect, 24 (10.76%) has a great effect, 41 (18.39%) has a moderate effect, 9 (4.04%) has a less effect and 13 (5.82%) has no effect. Out of 132 female respondents, 8 (3.9%) has a very great effect, 35 (15.7%) has a great effect, 57 (25.56%) has a moderate effect, 19 (8.52%) has a less effect, and 18 (8.07%) has no effect on the frequency of buying the product in terms of the gender of the respondents.

58

2.2.2 Frequency of buying the product as to age

Table 14 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to age. Table 14 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Frequency of Buying the Product as to Age

Frequency of buying the product Extent of Impact 5 F 15-17 yrs. old 1820yrs. old 21-23 yrs. old 24-26 yrs. Old 27-30 yrs. old Total 12 7 P 5.38% 3.14% F 20 31 4 P 8.97% 13.90% F 34 48 3 P 15.25% 21.52% F 13 20 2 P 5.82% 8.96% F 3 11 1 P 1.35% 4.93% F 82 127 P 36.77% 56.95%

Age

Total

0 0

0% 0%

2 0

0.80% 0%

3 1

1.34% 0.04%

5 0

2.24% 0%

1 0

0.04% 0%

11 1

4.93% 4.48%

0 19

0% 8.52%

0 53

0% 23.67%

1 87

0.04% 38.19%

1 39

0.04% 17.06%

0 15

0% 6.32%

2 223

8.96% 112.09%

Table 14 reflects the frequency and percentage distribution of the extent of effect on the frequency of buying the product as to age among the respondents of this study. Out of the 82 respondents ages from 15 to 17 years old, 12 (5.38%) states that there is a very great effect, 20 (8.97%) states that
59

there is a very great effect, 34 (15.25%) states that there is a moderate effect, 13 (5.82%) states that there is less effect, and 3 (1.35%) states that there is no effect. For respondents belonging to 18-20 years old, 7(3.14%) states that there is a very great effect, 31(13.90%) states that there is a great effect, 48 (21.52%) states that there is a moderate effect, 20 (8.96%) states that there is less effect, and 11 (4.93%) states that there is no effect. Out of 11 respondents with the age 21-23 years old, 2(0.80% states that there is a great effect, 3 (1.34%) states that there is a moderate effect, 5 (2.24%) states that there is less effect and 1 (0.04%) states that there is no effect. 1 respondents with the age 24-26 years old, 1 (0.04%) states that there is moderate effect. Out of 2 respondents with the age ranging from 27-30 years old, 1 (0.04%) states that there is a moderate effect, and 1 (0.04%) states that there is less effect on the extent of impact of frequency of buying the product as to age.

2.2.3 Frequency of buying the product as to Year Level Table 15 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to year level.

60

Table 15 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Frequency of Buying the Product as to Year Level
Frequency of buying the product Extent of Impact Year level F 1st year 2nd year 3rd year 4th year Total 6 7 3 3 19 5 P 2.69% 3.13% 1.35% 1.35% 8.52% F 6 23 17 8 54 4 P 2.69% 10.31% 7.62% 3.59% 24.22% F 19 27 25 29 100 3 P 8.52% 12.11% 11.21% 13.01% 44.84% F 1 11 14 10 36 2 P 0.04% 4.93% 6.28% 4.48% 16.14% F 1 6 6 3 16 1 P 0.04% 2.7% 2.7% 1.35% 7.17% F 33 72 65 53 223 Total P 14.8% 32.29% 29.15% 23.77% 100%

Table 15 reflects the frequency and percentage distribution of the extent of impact on the frequency of buying the product as to year level among the 223 respondents of this study. Out of 33 first year respondents, 6 (2.69%) states that there is a very great effect, 6 (2.69%) states that there is a great effect, 19 (8.52%) states that there is a moderate effect, 1 (0.04%) states that there is a less effect and 1 (0.04%) states that there is no effect. Out of 72 second year students, 7 (3.13%) states that there is a very great effect, 23 (10.31%) states that there is a great effect, 27 (12.11%) states that there is a moderate effect, 11 (4.93%) states that there is less effect, and 6 (2.7%) states that there is no effect. Out of 65 third year respondents, 3 (1.35%) states that there is a very great effect, 17 (7.62%) states that there is great effect, 25 (11.21%) states that there is a moderate effect, 14 (6.28%) states that there is less effect, and 6 (2.7%) states that there is no effect. Out of 53 fourth year respondents, 3 (1.35%) states that there is a very great effect, 8 (3.59%) states that there is a great effect, 29
61

(13.01%) states that there is a moderate effect, 10 (4.48%) states that there is no effect, and 3 (1.35%) states that there is no effect on the extent of impact in terms of frequency of buying the product as to year level. 2.2.4 Frequency of buying the product as to employment Table 16 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to employment. Table 16 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Frequency of Buying the Product as to Employment
Frequency of buying the product Extent of Impact Type of student Working student Full time student Total 5 F 1 20 21 P 0.04% 8.97% 9.01% F 7 41 51 4 P 3.14% 18.39% 22.87% F 12 86 104 3 P 5.38% 38.57% 46.63% F 5 35 42 2 P 2.24% 15.7% 18.83% F 3 14 17 1 P 0.9% 6.28% 7.63% F 27 196 223 Total P 12.11% 87.89% 100%

Table 16 reflects the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to the type of student among the 223 respondents of this study. Out of 27 (12.11%) working students, 1 (0.04%) states that there is a very great effect, 7 (3.14%) states that there is a great effect, 12 (5.38%) states that there is a moderate effect, 5
62

(2.24%) states that there is a less/ little effect and 2 (0.9%0 states that there is no effect. Among the 196 (87.89%) Full time students, 20 (8.97%) states that there is a very great effect, 41 (18.39%) states that there is a great effect, 86 (38.57%) states that there is a moderate effect, 35 (15.70%) states that there is a less/ little effect and 14 (6.28%) states that there is no effect in terms of stores where the products are regularly bought. 2.2.5 Frequency of buying the product as to tv station/channel being watched/ watched Table 17 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product as to TV station/Channel being watched/ watched. Table 17 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Frequency of Buying the Product as to TV station/Channel being watched/ watched

TV station/Channel being watched/watched (ABS-CBN) Channel 2 (TV5) Channel 5 (GMA) Channel 7 Total

5 F 9 4 9 22 P 4.04% 1.79% 4.04% 9.87% F 33 9 17 59

Frequency of buying the product Extent of Impact 4 3 2 P 4.80% 4.04% 7.62% 26.46% F 57 9 33 99 P 25.56% 4.04% 14.80% 44.40% F 15 7 9 31 P 6.73% 3.14% 4.04% 13.90% F 12 0 6 18

1 P 5.38% 0 2.69% 8.07% F 120 29 74 223

Total P 53.81% 13% 3.18% 100%

63

Table 17 reflects the frequency and percentage distribution of the extent of impact on the frequency of buying the product as to TV station/ channel being watched/ watched among the 223 respondents of this study. Out of 120 respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great effect, 33 (4.80%) states that there is a great effect, 57 (25.56%) states that there is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%) states that there is no effect. Out of 29 respondents who are watching TV5, 4 (1.79%) states that there is a very great effect, 9 (4.04%) states that there is a great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and states that there is a less effect. Out of 74 respondents who are watching GMA 9 (4.04%) states that there is a very great effect, 17 (7.62%) states that there is a great effect, 33 (14.80%) states that there is a moderate effect, 9 (4.04%) states that there is less effect, and 6 (2.69%) states that there is no effect on the frequency of buying the product as to TV station being watched. 2.2 Stores where the products are regularly bought Table 18 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of stores where the products are regularly bought.

64

Table 18 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of Stores Where the Products are Regularly Bought

Extent of Impact (5)Very Great Effect (4)Great Effect (3)Moderate Effect (2)Less/Little Effect (1)No Effect Total

Frequency 33 52 73 36 29 223

Percentage 14.80% 23.32% 32.74% 16.64% 13% 100%

Table 18 reflects the extent of impact in terms of the frequency of the stores where the products are regularly bought among the 223 respondents of this study. 33 (14.80%) has Very Great Effect, 52 (23.32%) has Great Effect, 73 (32.74%) has Moderate Effect, 36 (16.64%) has Less/Little Effect, 29 (13%) has no effect. It shows that majority among the 223 respondents, 73 (32.74%) of them has a moderate effect in the stores where the products are regularly bought. According to John OShaughnessy, Where the product is purchased, since location and outlet make a difference in willingness to pay a premium price in a low class outlet is regarded as getting stung: and the sense of its being fair price. Essentially, one concentrates on a specific type of shopping and choosing behavior: shopping for day-to-day items from supermarket shelves (Braeutigam
65

et.al. 2004). Although specific, this type of human activity can serve as a model of a wider class of choice and decision making processes. Being reachable, i.e. accessible to most people in industrialized societies, supermarket shopping relates to a considerable spectrum of choice situations ranging from mechanisms to satisfy basic needs to incentives for behavior over and above what is needed for homeostasis. (F.J. Chen 2004) 2.3.1 Stores where the products are regularly bought as to sex Table 19 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the stores where the products are regularly bought as to sex. Table 19 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to Sex
Stores where the products are regularly bought Extent of Impact Sex F Male Female Total 12 8 20 5 P 5.38% 3.59% 8.97% F 24 35 59 4 P 10.76% 15.70% 26.46% F 41 57 98 3 P 18.39% 25.56% 43.95% F 9 19 28 2 P 4.04% 8.52% 12.56% F 5 13 18 1 P 2.24% 5.83% 8.07% F 91 132 223 Total P 40.81% 56.65% 100%

Table 19 reflects the frequency and percentage distribution of the extent of impact in terms of stores where the products are regularly bought as to sex
66

among the 223 respondents of this study. Out of 91 male respondents, twelve(12) or five point thirty eight percent (5.38%) males has very great effect , twenty four(24) or ten point seventy six percent (10.76%) males has great effect, forty one (41) or eighteen point thirty nine percent (18.39%) males has moderate effect, nine (9) or four point zero four percent males has less effect, five (5) or two point twenty four percent (2.24%) males has no effect. Out of one hundred thirty two (132) or fifty six point sixty five percent (56.65%) female respondents, eight (8) or three point fifty nine percent (3.59%) females has very great effect , thirty five (35) or fifteen point seventy percent (15.70%) females has great effect, fifty seven (57) or twenty five point fifty percent (25.56%) females has moderate effect, nineteen (19) or eight point fifty two percent (8.52%) females has less effect, thirteen (13) or five point eighty three percent (8.83%) females has no effect. Out of 223 (100%) total respondents, twenty (20) or eight point ninety seven percent (8.97%) respondents has very great effect, fifty nine (59) or twenty six point forty six percent (26.46%) respondents has great effect, ninety eight (98) or forty three point ninety five (43.95%) respondents has less effect and eighteen (18) or eight point zero seven percent respondents has no effects. 2.3.2 Stores where the products are regularly bought as to age Table 20 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the stores where the products are regularly bought as to age.

67

Table 20 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to Age
Stores where the products are regularly bought Extent of Impact 4 3 2 F 21 P 9.42% F 37 P 16.59% F 9 P 4.04% F 4

5 Age 1517 yrs. old 1820 yrs. old 2123 yrs. old 2426 yrs. old 2730 yrs. old Total F 11 P 4.93%

1 P 1.79% F 82 Total P 36.77%

3.14%

33

14.80%

56

25.11%

17

7.62%

14

6.28%

127

56.95%

0.45

1.35%

2.24%

0.90%

11

4.93%

0.45%

0.45%

0.90%

0.90%

8.52%

59

26.46%

99

44.39%

28

12.56%

18

8.07%

223

100%

Table 20 reflects the frequency and percentage distribution of the extent of impact in terms of stores where the products are regularly bought as to age among the 223 respondents of this study. Out of eighty two (82) or thirty six point seventy seven percent (36.77%) of 15-17 years old, eleven (11) or four point ninety three (4.93%) has a very great effect, twenty one (21) or nine point forty two percent (9.42%) has great effect, thirty seven(37) or sixteen point fifty nine percent (16.59%) has moderate effect, nine (9) or four point zero four percent (4.04%) has less effect, four (4) or one point seventy nine (1.79%) has no effect. Out of one hundred twenty seven (127) or fifty six point ninety five percent (56.95%) of 18-20 years old, seven (7) or three point fourteen percent (3.14%)
68

has very great effect, thirty three (33) or fourteen point eighty percent (14.80%) has great effect, fifty six (56) or twenty five point eleven (25.11%) has moderate effect, seventeen (17) or seven point sixty two (7.62)% has less effect and

fourteen (14) or six point twenty eight percent (6.28%) has no effect. Out of eleven (11) of 21-23 years old, one (1) or zero point forty five (0.45%) has very great effect , three (3) or one point thirty five percent (1.35%) has great effect , five (5) or two point twenty four (2.24%) has moderate effect.. two (2) or zero point ninety (0.90%) has less effect and none of the respondents has no effect. Out of one (1) or zero point forty five percent (0.45%) of 24-26 years old none of the respondents has very great effect and great effect, one (1) or zero point forty five percent (0.45%) has moderate effect and none of the respondents has less and no effect. Out of two (2) or zero point ninety percent (0.90%) of 27-30 years old none of the respondents has very great effect, two (2) or zero point ninety percent (0.90%) has great effect and none of the respondents has moderate, less and no effect. Out of two hundred twenty three(223) or one hundred percent (100%) total respondents, nineteen (19) or eight point fifty two percent (8.52%) has very great effect, fifty nine (59) or twenty six point forty six percent (26.46%) has great effect, ninety nine (99) or forty four point thirty nine (44.39%) has moderate effect, twenty eight (28) or twelve point fifty six (12.56)% has less effect and eighteen (18) or eight point zero seven percent (8.07%) has no effect. 2.3.3 Stores where the products are regularly bought as to year level Table 21 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of
69

marketing students in terms of the stores where the products are regularly bought as to year level. Table 21 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Stores where the Products are Regularly Bought as to Year Level

Stores where the products are regularly bought Extent of Impact Year level 1 year 2nd year 3rd year 4th year Total
st

5 F 6 7 5 2 20 P 2.69% 3.14% 2.24% 0.90% 8.97% F 16 20 18 10 64

4 P 7.17% 8.97% 8.07% 4.48% 28.70% F 10 34 22 29 95

3 P 4.48% 15.25% 9.87% 13% 42.60% F 1 10 11 7 29

2 P 0.45% 4.48% 4.93% 3.14% 13% F 0 1 9 5 15

1 P 0 0.45% 4.04% 2.24% 6.73% F 33 72 65 53 223

Total P 14.80% 32.29% 29.15% 23.77% 100%

Table 21 reflects the frequency and percentage distribution of the extent of impact in terms of stores where the products are regularly bought as to year level among the 223 respondents of this study. Out of thirty three (33) or fourteen point eighty percent (14.80%) first year students, six (6) or two point sixty nine percent (2.69%) said that it has very great effect, sixteen (16) or seven point seventeen percent (7.17%) said that it has a great effect, ten (10) or four point forty eighty (4.48%) said that it has moderate effect, one (1) or zero point forty five percent (0.45%) has less effect, and none of them said that it has no effect. Out of seventy two (72) or thirty two point twenty nine percent (32.29%) of the second year students, seven (7) or three point fourteen (3.14%) of them said that it has very great effect, twenty (20) or eight point ninety seven (8.97%) said

70

that it has great effect, thirty four (34) or fifteen point twenty five percent (15.25%) of them said that it has moderate effect, ten (10) or four point forty eight percent (4.48%) of them said that it has less effect and one (1) or zero point forty five percent (0.45%) said that it has no effect. Out of sixty five (65) or twenty nine point twenty fifteen percent (29.15%) of the third year students, five (5) or two point twenty four (2.24%) of them said that it has very great effect, eighteen (18) or eight point zero seven (8.07%) said that it has great effect, twenty two (22) or nine point eighty seven percent (9.87%) of them said that it has moderate effect, eleven (11) or four point zero four percent (4.93%) of them said that it has less effect and nine (9) or four point zero four percent (4.04%) said that it has no effect. Out of fifty three (53) or twenty three point seventy seven percent (23.77%) of the fourth year students, two (2) or zero point ninety (0.90%) of them said that it has very great effect, ten (10) or four point forty eight percent (4.48%)) said that it has great effect, twenty nine (29) or thirteen percent (13%) of them said that it has moderate effect, seven (7) or three point fourteen percent (3.14%) of them said that it has less effect and five (5) or two point twenty four percent (2.24%) said that it has no effect. Out of two hundred twenty three(223) or one hundred percent (100%) total respondents, twenty (20) or eight point ninety seven percent (8.97%) has very great effect, sixty four (64) or twenty eight point seventy percent (28.70%) has great effect, ninety five (95) or forty six point twenty (46.20%) has moderate effect, twenty nine (29) or thirteen percent (13)% has less effect and fifteen (15) or six point seventy three percent (6.73%) has no effect.

71

2.3.4 Stores where the products are regularly bought as to the type of student Table 22 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the stores where the products are regularly bought as to the type of student. Table 22 Frequency and Percentage Distribution on the Assessment of the effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to the Type of Student
Stores where the products are regularly bought Extent of Impact Type of student Working student Full time student Total 5 F 1 2 0 2 1 P 0.04 % 8.97 % 9.42 % F 7 4 1 5 1 4 P 3.14% 18.39% 22.87% F 12 86 10 4 3 P 5.38 % 38.57 % 46.64 % F 5 35 42 2 P 2.24% 15.70 % 18.83 % F 2 1 4 1 7 1 P 0.9% 6.28 % 7.62 % F 27 19 6 22 3 Total P 12.11 % 87.89 % 100%

Table 22 reflects the frequency and percentage distribution of the extent of impact in terms of stores where the products are regularly bought as to the type of student among the 223 respondents of this study. Out of 27 (12.11%) working students, 1 (0.04%) states that there is a very great effect, 7 (3.14%) states that there is a great effect, 1 (5.38%) states that there is a moderate effect, 5 (2.24%) states that there is a less/ little effect and 2 (0.9%) states that there is no effect. Among the 196 (87.89%) Full time students, 20 (8.97%) states that there is a very great effect, 41 (18.39%0 states that there is a great effect, 86 (38.57%)
72

states that there is a moderate effect, 35 (15.70%) states that there is a less/ little effect and 14 (6.28%) states that there is no effect in terms of the stores where the products are regularly bought. 2.3.5 Stores where the products are regularly bought as to TV station/Channel being watched/ watched Table 23 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the stores where the products are regularly bought as to TV station/Channel being watched/ watched. Table 23 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Stores where the Products are Regularly Bought as to TV station/Channel being watched/ watched

Stores where the products are regularly bought TV station/Channel Being watched/watched (ABS-CBN) Channel 2 (TV5) Channel 5 (GMA) Channel 7 Total Extent of Impact 5 F 8 1 8 17 P 3.59% 0.04% 3.59% 7.62% F 14 5 12 31 4 P 6.28% 2.24% 5.38% 13.90% F 53 10 32 95 3 P 23.77% 4.48% 14.35% 42.60% F 31 3 15 49 2 P 13.90% 1.35% 6.73% 21.97% F 14 0 7 21 1 P 6.27% 0 3.14% 9.41% F 120 29 74 223 Total P 53.81% 13% 33.18% 100%

Table 23 reflects the frequency and percentage distribution of the extent of impact of respondents in terms of the stores where the products are regularly bought as to TV Station/ Channel being watched/ watched among the 223

73

respondents of this study. Among the 223 respondents who were watching ABSCBN, eight (8) of them or three point fifty nine percent (3.59%) said Very great effect, fourteen (14) or six point twenty eight percent (6.28%) said great effect, fifty three (53) or twenty three point seventy seven percent (23.77%) said moderate effect, thirty one (31) or thirteen point ninety percent (13.90%) said less or little effect, fourteen (14) or six point twenty seven percent (6.27%) said no effect. Among the respondents who watch TV5, one (1) of them or point zero four percent (.04%) said very great effect, five (5) or two point twenty four percent (2.24%) said great effect, ten (10) or four point forty eight percent (4.48%) said moderate effect, three (3) or one point thirty five percent (1.35%) said less or little effect and no one said no effect. Among the respondents who watch GMA, eight (8) or three point fifty nine percent said very great effect, twelve (12) or five point thirty eight percent (5.38%) said great effect, thirty two (32) or fourteen point thirty five percent (14.35%) said moderate effect, fifteen (15) or six point thirty seven percent (6.37%) said less or little effect, seven (7) or three point fourteen percent (3.14%). 2.4 Number of pieces of products purchased Table 24 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing major students in terms of the number of pieces of products purchased.

74

Table 24 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students in terms of The Number of Pieces of Products Purchased Extent of Impact (5)Very Great Effect (4)Great Effect (3)Moderate Effect (2)Less/Little Effect (1)No Effect Total Frequency 29 33 78 51 32 223 Percentage 13% 14.80% 34.98% 22.87% 14.35% 100%

Table 24 reflects the frequency and percentage distribution of the extent of impact in terms of the number of pieces of products purchased among the 223 respondents of this study. 29 (13%) states Very Good Effect, while 33 (14.80%) of them had Great Effect, 78 (34.98%) of the respondents said Moderate Effect, while 51 (22.87%) of the respondents had Less/Little effect and 32 (14.35%) of the respondents came up with no effect. It shows that among the 223 respondents, majority of the respondents, 78 (34.98%) experienced a moderate effect in terms of the number of pieces of product purchased. Churchill and Moschis (1979) reported that television appeared to be an important agent in adolescent consumer socialization, teaching young people
75

expressive elements of consumption. Television also appeared indirectly to affect the acquisition of consumer-related properties by stimulating interactions about consumption with parents and decreasing it with peers. In this statement the tables shows a result that is relevant to it 2.4.1 Number of pieces of products purchased as to sex

Table 25 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the number of pieces of product purchased as to sex. Table 25 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Number of Pieces of Product Purchased as to Sex

Number of pieces of product purchased Extent of Impact 5 F Male Female Total 12 7 19 P 5.38% 3.14% 8.52% F 13 19 32 4 P 5.83% 8.52% 14.35% F 40 59 99 3 P 17.94% 26.46% 44.40% F 20 31 51 2 P 8.97% 13.9% 22.86% F 6 16 22 1 P 2.09% 7.17% 9.86% F 91 132 223 P 40.81% 59.19% 100%

Sex

Total

Table 25 reflects the frequency and percentage distribution of the extent of impact in terms of number of pieces of product purchased as to sex among the
76

223 respondents of this study. Out of 91 or forty point eighty one (40.81%)male respondents, twelve(12) or five point thirty eight percent (5.38%) males has very great effect , thirteen (13) or five point eighty three percent (5.83%) males has great effect, forty (40) or seventeen point ninety four percent (17.94%) males has moderate effect, twenty (20) or eight point ninety seven percent (8.97%) males has less effect, six (6) or two point zero nine percent (2.09%) males has no effect. Out of one hundred thirty two (132) or fifty nine point nineteen percent (59.19%) female respondents, seven(7) or three point fourteen percent (3.14%) females has very great effect , nineteen (19) or eight point fifty two percent (8.52%) females has great effect, fifty nine (59) or twenty six point fourty six percent (17.94%) females has moderate effect, thirty one (31) or thirteen point nine percent (13.9%) females has less effect, sixteen (16) or seven point seventeen percent (7.17%) females has no effect. Out of 223 (100%) total respondents, nineteen (19) or eight point fifty two percent (8.52%) respondents has very great effect, thirty two (32) or fourteen point thirty five percent (14.35%) respondents has great effect, ninety nine (99) or forty four point forty (44.40%) respondents has moderate effect, fifty one (51) or twenty two point eighty six (22.86%) has less effect and twenty two (22) or nine point eighty six percent respondents has no effects According to Gerbners cultivation theory, People watch teleserye because they see something that connects to their reality, then it is likely that they will receive what Gerbner calls a double dose of the message and will eventually experience intensified cultivating effects. . The more television one watches, the
77

more likely his or her attitude is created by the images on the television, especially if the images are relevant. 2.4.2 Number of pieces of products purchased as to age

Table 26 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the number of pieces of product purchased as to age. Table 26 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Number of Pieces of Product Purchased as to Age
Number of pieces of product purchased Extent of Impact Age F 15-17 yrs. old 18-20 yrs. old 21-23 yrs. old 24-26 yrs. old 27-30 yrs. old Total 9 5 P 4.04% F 14 4 P 6.28% F 41 3 P 18.39% F 12 2 P 5.38% F 6 1 P 2.69% F 82 Total P 36.77%

4.04%

17

7.62%

56

25.11%

30

13.45%

15

6.78%

127

56.95%

.90%

1.35%

2.24%

.45%

11

4.93%

.45%

0.04%

.45%

.45%

0.08%

18

8.08%

33

14.80%

100

44.84%

48

21.52%

24

10.76%

223

100%

Table 26 reflects the frequency and percentage distribution of the extent of impact in terms of number of pieces of product purchased as to age among the
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223 respondents of this study. Out of 223 respondents, eighty two (82) or thirty six point seventy seven percent (36.77%) are at the age of 15-17. Nine (9) or Four point zero four percent (4.04) of them said that it has a very great effect, fourteen (14) or six point twenty eight percent (6.28%) said that it has a great effect, Forty one (41) or eighteen point thirty nine percent (18.39%) said that it has a less effect while six (6) or two point sixty nine percent (2.69%) said that it has no effect. For the respondents aged 18-20 years old with the total of one hundred twenty seven (127) or fifty six point ninety five percent (56.95%) said that it has a moderate effect, and thirty (30) or thirteen point forty five (13.45%) said that it has a less or little effect and fifteen (15) or six point seventy eight percent (6.78) said that it has no effect. For the respondents aged 21-23 with the total of eleven (11) or four point ninety three percent (4.93%), two (2) or point ninety percent (.90%) of them said that it has a great effect, three (3) or one point thirty five percent (1.35%) said that it has a moderate effect, five (5) or two point twenty four percent (2.24%) said that it has less or little effect, one (1) or point forty five percent (.45%) said that it has no effect. There is only one (1) respondent aged 24-26 and said that it has no effect. For the two (2) respondent aged 27-30 years old, one (1) of them said that it has less or little effect and the other one (1) said that it has no effect. For the total of 223 respondents, Eighteen of them (18) or eight point zero eight percent (8.08%) said that it has a very great effect, thirty three (33) or fourteen point eighty percent (14.80%) said that it has a great effect, one hundred (100) or forty-four point eighty four percent (44.84%)

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said that it has a moderate effect, forty-eight (48) or twenty one point fifty two (21.52%) said that it has less or little effect. 2.4.3 Number of pieces of products purchased as to year level Table 27 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the number of pieces of product purchased as to year level. Table 27 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in Terms of the Number of Pieces of Product Purchased as to Year Level

Number of pieces of product purchased Extent of Impact Year level F 1st year 2nd year 3rd year 4th year Total 5 9 6 1 21 Total 5 P 2.24% 4.04% 2.69% 0.04% 9.42% F 7 10 9 6 34 4 P 3.14% 4.48% 4.04% 2.69% 15.25% F 16 36 21 15 88 3 P 7.17% 16.14% 9.42% 6.37% 39.46% F 4 14 19 13 50 2 P 1.79% 6.27% 8.52% 5.83% 22.42% F 1 3 10 8 22 1 P .04% 1.35% 4.48% 3.59% 9.87% F 33 72 65 53 223 P 14.80% 32.29% 29.15% 23.77% 100%

Table 27 reflects the frequency and percentage distribution of the extent of impact in terms of the number of pieces of product purchased as to year level among the 223 respondents of this study. Out of 223 respondents, twenty one (21) or nine point forty two percent (9.42%) of them said that it has a very great

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effect, third four (34) or fifteen point twenty five percent (15.25%) of them said that it has great effect, eighty eight (88) or thirty nine point forty six percent (39.46%) said that it has great effect, Fifty (50) or twenty two point forty two (22.42%) said that it has a moderate effect, twenty two (22) or nine point eighty seven percent (9.87%) said that it has no effect on them. Among the first year students, five (5) of them or two point twenty four percent (2.24%) said that it has every great effect, seven (7) or three point fourteen percent (3.14%) said that it has a great effect, sixteen (16) or seven point seventeen percent (7.17%) said that it has a moderate effect, four (4) or one point seventy nine percent (1.79%) said that it has little or less effect, one (1) or point zero four percent (.04%) said that it has no effect. Among the second year level, nine (9) or four point zero four percent (4.04%) said that it has a very great effect, ten (10) or four point forty eight percent (4.48%) said that it has a great effect, thirty six (36) or sixteen point fourteen (16.14%) said that it has a moderate effect, Fourteen (14) or six point twenty seven percent (6.27%) said that it has less or little effect, three (3) or one point thirty five percent (1.35%) said that it has no effect. Among the third year level, nine (9) or two point sixty nine percent (2.69%) said that it has a very great effect, nine (9) or four point zero four percent (4.04%) said that it has a great effect, twelve (12) or nine point fourteen two percent (9.42%) said that it has less or little effect, ten (10) or four point fourteen eight percent (4.48%) said that it has less or little effect. Among the fourth year students, one (1) or nine point forty two percent (9.42%) said that it has a very great effect, six (6) or two point sixty nine percent(2.69%) said that it has a great effect, fifteen (15) or six point thirty seven

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percent (6.37%) said that it has a moderate effect, thirteen (13) or five point thirty eight percent 5.38%) said that it has little or les effect, eight (8) or three point fifty nine percent (3.59%) said that it has no effect. The sophomore year is a time of decisions, opportunities, and change. Its the year students move into ever more challenging courses. Its the year they declare your Major, Minor and General Education Concentrations. Such media can facilitate learning by enhancing students engagement, identity and enjoyment of a given course, independent of the content to be learned. The implication is that increasing student interest and engagement through social media will also facilitate knowledge transfer (Yaros, 2009b). 2.4.4 Number of pieces of products purchased as to the type of student Table 28 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the number of pieces of product purchased as to the type of student.

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Table 28 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Number of Pieces of Product Purchased as to the Type of Student
Number of pieces of product purchased Extent of Impact Type of student Working student Full time student Total 5 F 5 20 25 P 2.24% 8.97% 11.21% F 1 30 31 4 P 0.o4% 13.45% 13.85% F 12 81 93 3 P 5.38% 36.32% 41.7% F 8 44 52 2 P 3.59% 19.73% 22.5% F 1 21 22 1 P .04% 9.42% 9.46% F 27 196 223 Total P 12.11% 87.89% 100%

Table 28 reflects the frequency and percentage distribution of the extent of impact in terms of number of pieces of product purchased as to the type of student among the 223 respondents of this study. Out of 27 (1.11%) working students, 5 (2.24%) states that there is a very great effect, 1 (0.04%) states that there is a great effect, 12 (5.38%) states that there is a moderate effect, 8 (3.59%) states that there is a less/ little effect and 1 (0.04%) states that there is no effect. Among the 196 (87.89%) Full time student, 20 (8.97%) states that there is a very great effect, 30 (13.45%) states that there is a great effect, 81 (36.32%) states that there is a moderate effect, 44 (19.73%) states that there is a less/little effect and 21 (9.42%) states that there is no effect in terms of the number of pieces of product purchased. As far as marriage and the family are concerned many more households in America have two or more fulltime adult wage earners. Thus, households are important alternative non-state sources of income for unemployed persons.
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There is less traditional family business in America than in Europe-something that makes for greater employee mobility. As far as marriage and the family are concerned, many more households in America have two or more full-time adult wage earners. Thus, households are important alternative, non-states sources of income for unemployed persons. There are fewer traditional family businesses in America than in Europe- something that makes for greater employee mobility. Finally, the American divorce and separation rate is higher. This increases the number of mature females both in the labor market and registered as unemployed. 2.4.5 Number of pieces of products purchased as to TV station/Channel being watched/ watched Table 29 shows the frequency and percentage distribution on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the number of pieces of product purchased as to TV station/Channel being watched/ watched.

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Table 29 Frequency and Percentage Distribution on the Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Students in terms of the Number of Pieces of Product Purchased as to TV station/Channel being watched/ watched

Number of pieces of product purchased Extent of Impact TV Station F (ABS-CBN) Channel 2 (TV5) Channel 5 (GMA) Channel 7 Total 8 1 8 17 5 P 3.59% .04% 3.59% 7.22% F 14 5 12 31 4 P 6.28% 2.24% 5.38% 13.90% F 53 10 32 95 3 P 23.77% 4.48% 14.35% 42.60% F 31 3 15 49 2 P 13.90% 1.35% 6.37% 21.97% F 14 0 7 21 1 P 6.27% 0 3.14% 9.41% F 120 29 74 223 Total P 53.81% 13% 33.18% 100%

Table 29 reflects the frequency and percentage distribution of the extent of impact of respondents in terms of the number of pieces of product purchased as to TV Station/ Channel being watched/ watched among the 223 respondents of this study. Among the 223 respondents who were watching ABS-CBN, eight (8) of them or three point fifty nine percent (3.59%) said Very great effect, fourteen (14) or six point twenty eight percent (6.28%) said great effect, fifty three (53) or twenty three point seventy seven percent (23.77%) said moderate effect, thirty one (31) or thirteen point ninety percent (13.90%) said less or little effect, fourteen (14) or six point twenty seven percent (6.27%) said no effect. Among the respondents who watch TV5, one (1) of them or point zero four percent (.04%) said very great effect, five (5) or two point twenty four percent (2.24%) said great effect, ten (10) or four point forty eight percent (4.48%) said moderate effect, three (3) or one point thirty five percent (1.35%) said less or little effect and no
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one said no effect. Among the respondents who watch GMA, eight (8) or three point fifty nine percent said very great effect, twelve (12) or five point thirty eight percent (5.38%) said great effect, thirty two (32) or fourteen point thirty five percent (14.35%) said moderate effect, fifteen (15) or six point thirty seven percent (6.37%) said less or little effect, seven (7) or three point fourteen percent (3.14%). It has been commercial television where the greatest amount of adverse criticism has prevailed. The number of televisions program that feature violence has become preponderant. 2. Problems encountered by the respondents relative to the effects of Networks Teleserye to their Buying Behavior Table 30 shows the frequency and percentage distribution of the problems encountered by the respondents relative to the effects of networks teleserye to their buying behavior.

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Table 30 Frequency and Percentage Distribution of the Problems Encountered by the Respondents Relative to the Effects of Networks Teleserye to their Buying Behavior
Problems Encountered Unavailability of the 73 product in the store Forced to buy the product 45 even if it is expensive Tendency to become 72 brand conscious Buying products not 54 suited to ones need Buying products 55 irrationally Total 223 100% 24.66% 24.22% 32.29% 20.18% 32.74% Frequency Percentage

Table 30 reflects the frequency and percentage distribution of the problems encountered by the respondents relative to the effects of networks teleserye to their buying behavior among the 223 respondents of this study. Among the 223 respondents, seventy three (73) or thirty two point seventy four percent said unavailability of the product in store, forty five (45) or twenty point eighteen percent (20.18%) said they are forced to buy the product even if it is expensive. Seventy two (72) or thirty two point twenty nine percent (32.29%) said that they had the tendency to become brand conscious, fifty four (54) or twenty

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four point twenty two percent (24.22%) said buying products not suited to ones need, fifty five or twenty four point sixty six percent said buying products irrationally. Cognitive brand consciousness (CBC), i.e. the belief that generally wellknown brands regularly offer a higher expectancy value of quality than those which are not extensively advertised or widely known, is often considered to be a one-dimensional construct, both in theory and in practice. Also, it is often investigated with regard to just a single product area. By applying structural equation models to 2 student samples, and a finite mixture of structural equation models to one broad consumer sample, this paper represents a differentiated view of the construct of brand consciousness. The data confirm the assumption that only the minority of consumers have a general, i.e. one-dimensional CBC, whereas the majority thinks in a more situational way. (Andreas Strebinger and Thomas Otter) According to Behling and Wileh, Overall, the most important findings were that subjects who were familiar with all the labels perceived a difference in quality, while subjects who were unfamiliar with the labels accurately perceived no difference.

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Chapter 5

SUMMARY, FINDINGS AND CONCLUSION

This chapter presents the summary, findings, conclusions based on the results of the results of the research and the recommendations drawn from the present investigation. Summary This research aimed to evaluate the effects of Networks teleserye of the buying behavior of marketing students in the College of Business of the Polytechnic University of the Philippines. The descriptive research method was used in this research in gathering information. The researchers used questionnaires as a research instrument. The respondents are the 223 marketing students in the college of business of Polytechnic University of the Philippines who have watched teleserye in any TV Station. The research venue where the study was conducted is the Mabini, Campus of Polytechnic University of the Philippines.

The statistical treatment utilized in the analysis and interpretation of the data gathered are percentage and weighted mean. More specifically, this study sought answers to the following subproblems: 1. What is the profile of the respondents in terms of the following aspects: 1.1 sex 1.2 age 1.3 year level 1.4 type of student 1.5 television station/channel being watched/ watched 2. How did the respondents assess the effects of Networks teleserye in terms of the following aspects: 2.1 types of product bought or purchased 2.2 frequency of buying the product 2.3 stores where products are regularly bought 2.4 number of pieces of product purchased 3. Is there a significant difference in the assessment of the respondents on the effects of Networks teleserye to the buying behavior of marketing students of the Polytechnic University of the Philippines when they are grouped according to their profile.

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4. What are the problems encountered by the marketing students of the Polytechnic University of the Philippines in terms of Networks teleserye that influences their buying behavior. 4.1 unavailability of the product in the store 4.2 forced to buy the product even if it is expensive 4.3 tendency to become brand conscious 4.4 buying products not suited to ones need 4.5 buying products irrationally The hypothesis was tested: There is a difference in the assessment of the respondents on the effects of Networks teleserye to the buying behavior of marketing students of the Polytechnic University of the Philippines when they are grouped according to profile.

Findings

Based on the presentation, analysis, and interpretation of data in chapter 4, the summary of findings is shown. 1. Profile of the Respondents Out of 223 respondents, 132 (59.19%) are female while male respondents are 91 (40.81%) of the total respondents. As to age,

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Respondents from ages 18-20 years old constituted the biggest population with 127 (56.95%). Respondents in the age group between 1517 years old came up second with 82 (36.77%), followed by respondents in the age group of 21-23 years old with 11 (4.93%) then respondents belonging to the age group 27-30 years old with 2 (0.9%), while respondents belonging to 24-26 years old constituted the least population with 1 (0.44%). As to year level, Second year students has the greatest frequency with 72 (33.29%). Followed by third year students with 65 (29.15%). The fourth year students ranked third with the frequency of 53 (23.77%) while the first year student has the lowest frequency with 33 or 14.8 respondents. As to the type of student, majority of the respondents are full time students, while 27 (12.11%) of the respondents are working students. As to TV station being watched, Channel 2 has the biggest number of viewers with 120 (53.81%). Channel 7 come up second with 74 (13.19%) of viewers and channel 5 has the lowest number of viewers with 29 (13%).

2. Respondents Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students of Polytechnic University of the Philippines. In terms of the types of product bought, majority of the respondents

states that there is a moderate effect on the types of products bought with 72 (32.29%), followed by great effect with 55 (24.66%), next is very great effect
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with 39 (17.49%), then less/little effect with 32 (14/35%) while 25 (11.21%) respondents state that there is no effect on types of products bought or purchased. The researchers found out the effect of teleserye to the buying behavior of marketing students of Polytechnic University of the Philippines according to types of product bought or purchased as to sex. The result shows that one hundred thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent (59.19%) of two hundred twenty three (223) respondents are females. Fifty three (53) or twenty three and seventy seven hundredths percent (23.77%) of those female respondents answered that teleserye has moderate effect in terms of the type product they usually bought. Thirty three (33) or fourteen and eighteen hundredths percent (18%) of them said that it has great effect in the types of product they purchased. While twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated that it has very great effect when it comes in the type of the product they avail. Twelve (12) or five and thirty eight hundredths percent (5.38%) of those respondents said that it has less effect in the types of the product they bought. The remaining nine (9) or four and three hundredths percent (4.03%) of them has no effect in the types of product they purchased. Ninety one (91) or forty and eighty one hundredths percent (40.81%) of two hundred twenty three (223) respondents were male. Majority of them consist of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said that teleserye has moderate effect in the types of product they bought. Twenty
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three (23) or ten and thirty one hundredths percent (10.31%) of men respondents stated that it has great effect in considering that types of product they purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%) of them answered that it has very great effort in terms of the type of product they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said that it has less effort when it comes of the type of product they usually both. The remaining ten (10) or four and forty eight hundredths percent (4.48%) of males were stated that it has no effect in buying the product according to its type. The survey results that one hundred twenty seven (127) or fifty six and ninety five hundredths percent (56.95%) out of two hundred twenty three (223) respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48) or twenty one and fifty two hundredths percent (21.52%) of them said that teleserye has moderate effect in purchasing a product according to its type. Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these respondents were stated that it has great effort in the types of product they usually bought. While nineteen (19) or eight and fifty two hundredths percent (8.52%) of them answered that it has great effect in availing the product when it comes of its type. Thirteen (13) or five and eighty three hundredths percent (5.83%) of them said that it has less effect in terms of the type of the product they purchased. The remaining eleven (11) or four and ninety three hundredths percent (4.93%) of them said that it has definitely no effect when they bought a product according to its type.
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Ages fifteen(15) to seventeen (17) years old which consist of eighty two (82) or thirty six and seventy seven hundredths percent (36.77%) respondents. Majority of these teens which is forty two (42) or eighteen and eighty three hundredths percent (18.83%) said that teleserye has no effect in buying the products according to its type. Thirty (30) or thirteen and forty five hundredths percent (13.45%) stated that it has moderate effect in terms of the type of the product they usually bought. Twenty one (21) or nine and forty two hundredths percent (9.42%) answered it as great effect in the type of product they avail. While, nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it has very great effect in purchasing a product in terms of its type. The remaining eight (8) or three and fifty nine hundredths percent (3.59%) were said that it has less effect in availing the product according to its type. Eleven (11) or four and ninety three percent (4.93%) of those respondents were ages twenty one (21) to twenty three years old. Five (5) or two and twenty hundredths percent (2.24%) of them said that teleserye has moderate effect in buying a product when it comes to its type. Three (3) or one and thirty three hundredths percent (1.33%) answered that it has very great effect in the types of product they usually bought, while two (2) or ninety hundredths percent (0.90%) stated that it has less effect in terms of the type of product they

purchased. Only one (1) or four hundredths percent (0.04%) said that it has great effect in purchasing a product where it comes to its type and no one answered that it has no effect in purchasing a product.

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Two (2) or eight and ninety six hundredths percent (8.96%) of the total respondents are in ages twenty seven (27) to thirty (30) years old. One (1) or four hundredths percent (0.04%) of the respondents said that the teleserye has very great effect in purchasing a product according to its type. While the other one (1) or four hundredths percent (0.04%) said that it has great effort in the type of product the usually bought. One from ages twenty four (24) to twenty six (26) years old or four hundredths percent (0.04%) said that it has great effect in buying a product in terms of its type. Second year students were the dominant respondents which has a frequency of seventy (72) or thirty two and twenty nine hundredths percent (32.29%) of the total respondents. Twenty seven (27) or twelve and eleven hundredths percent (12.11%) of them said that teleserye has moderate effect purchasing a product according to its type. Twenty two (22) or nine and eighty seven hundredths percent (9.87%) of them stated that it has great effect in the types of the product they usually bought. Fifteen (15) or six and seventy three hundredths percent (6.73%) said that it has very great effect in availing a product when it comes to its type. Five (5) or two and twenty four hundredths percent (2.24%) of them answered that it has less effect in the type of product they purchased. The remaining three (3) or one and thirty five hundredths percent (1.35%) said that it has totally no effect in the type of products they avail.

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Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the total respondents were third year students. Twenty two (22) or nine and eighty seven hundredths percent (9.87%) of the third year students stated that teleserye has moderate effort in the types of product they usually bought. Twenty (20) or eight and ninety seven hundredths percent (8.97%) of the respondents said that it has great effect in purchasing a product in terms of its type. While, eleven (11) or four and ninety three hundredths percent (4.93%) of them answered that it has very great effect in the types of product they purchased. Eight (8) or three and fifty nine hundredths percent (3.59%) said that it has less effective in buying a product in terms of its type. The remaining four (4) or one and seventy nine hundredths percent (1.79%) said that it has definitely no effect in the types of product they avail. Fourth year students have the frequency of fifty three (53) or twenty three and seventy seven hundredths percent (23.77%) out of the total respondents. Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated that teleserye has moderate effect whenever they buy a product according to its type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said that it has great effect in buying a product when it comes to its type. While, seven (7) or three and fourteen hundredths percent (3.14%) answered that it has very great effect in the types of product they purchased. Six (6) or two and sixty nine hundredths percent (2.69%) said that it has less effect in buying the product according to its type. The remaining three (3) or one and thirty five

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hundredths percent (1.35%) stated that it has definitely no effect in the types of product they usually bought. First year students have the frequency of thirty three (33) or fourteen and eighty hundredths percent (14.80%) out of the total respondents. Both very great effect and moderate effect has an equal frequency which is ten (10) or four and forty eight hundredths percent (4.48%) answered by the first year students. Eight (8) or three and fifty nine hundredths percent (3.59%) said that it has less effect in the types of product they bought. Lastly, five (5) or two and twenty four hundredths percent (2.24%) stated that it has great effect in buying a product according to its type. The researcher found out the effect of teleserye to the buying behavior of marketing students of Polytechnic University of the Philippines according to types of product bought or purchased as to sex. The result shows that one hundred thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent (59.19%) of two hundred twenty three (223) respondents are females. Fifty three (53) or twenty three and seventy seven hundredths percent (23.77%) of those female respondents answered that teleserye has moderate effect in terms of the type product they usually bought. Thirty three (33) or fourteen and eighteen hundredths percent (18%) of them said that it has great effect in the types of product they purchased. While twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated that it has very great effect when it comes in the type of the product they avail. Twelve (12) or five and thirty eight hundredths percent (5.38%) of those respondents said that it has less effect in
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the types of the product they bought. The remaining nine (9) or four and three hundredths percent (4.03%) of them has no effect in the types of product they purchased. Ninety one (91) or forty and eighty one hundredths percent (40.81%) of two hundred twenty three (223) respondents were male. Majority of them consist of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said that teleserye has moderate effect in the types of product they bought. Twenty three (23) or ten and thirty one hundredths percent (10.31%) of men respondents stated that it has great effect in considering that types of product they purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%) of them answered that it has very great effort in terms of the type of product they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said that it has less effort when it comes of the type of product they usually both. The remaining ten (10) or four and forty eight hundredths percent (4.48%) of males were stated that it has no effect in buying the product according to its type. The survey results that one hundred twenty seven (127) or fifty six and ninety five hundredths percent (56.95%) out of two hundred twenty three (223) respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48) or twenty one and fifty two hundredths percent (21.52%) of them said that teleserye has moderate effect in purchasing a product according to its type. Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these respondents were stated that it has great effort in the types of product they
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usually bought. While nineteen (19) or eight and fifty two hundredths percent (8.52%) of them answered that it has great effect in availing the product when it comes of its type. Thirteen (13) or five and eighty three hundredths percent (5.83%) of them said that it has less effect in terms of the type of the product they purchased. The remaining eleven (11) or four and ninety three hundredths percent (4.93%) of them said that it has definitely no effect when they bought a product according to its type. Ages fifteen (15) to seventeen (17) years old consist of eighty two (82) or thirty six and seventy seven hundredths percent (36.77%) respondents. Majority of these teens which is forty two (42) or eighteen and eighty three hundredths percent (18.83%) said that teleserye has no effect in buying the products according to its type. Thirty (30) or thirteen and forty five hundredths percent (13.45%) stated that it has moderate effect in terms of the type of the product they usually bought. Twenty one (21) or nine and forty two hundredths percent (9.42%) answered it as great effort in the type of product they avail. While, nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it has very great effect in purchasing a product it terms of its type. The remaining eight (8) or three and fifty nine hundredths percent (3.59%) said that it has less effect in availing the product according to its type. Eleven (11) or four and ninety three percent (4.93%) of those respondents were ages twenty one (21) to twenty three years old. Five (5) or two and twenty hundredths percent (2.24%) of them said that teleserye has moderate effect in buying a product when it comes to its type. Three (3) or one and thirty three
100

hundredths percent (1.33%) answered that it has very great effect in the types of product they usually bought, while two (2) or ninety hundredths percent (0.90%) stated that it has less effect in terms of the type of product they

purchased. Only one (1) or four hundredths percent (0.04%) said that it has great effect in purchasing a product where it comes to its type and no one answered that it has no effect in purchasing a product. Two (2) or eight and ninety six hundredths percent (8.96%) of the total respondents were in ages twenty seven (27) to thirty (30) years old. One (1) or four hundredths percent (0.04%) of the respondents said that the teleserye has very great effect in purchasing a product according to its type. While the other one (1) or four hundredths percent (0.04%) said that it has great effort in the type of product the usually bought. One from ages twenty four (24) to twenty six (26) years old or four hundredths percent (0.04%) said that it has great effect in buying a product in terms of its type. Second year students were the dominant respondents which has a frequency of seventy (72) or thirty two and twenty nine hundredths percent (32.29%) of the total respondents. Twenty seven (27) or twelve and eleven hundredths percent (12.11%) of them said that teleserye has moderate effect purchasing a product according to its type. Twenty two (22) or nine and eighty seven hundredths percent (9.87%) of them stated that it has great effect in the types of the product they usually bought. Fifteen (15) or six and seventy three

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hundredths percent (6.73%) said that it has very great effect in availing a product when it comes to its type. Five (5) or two and twenty four hundredths percent (2.24%) of them answered that it has less effect in the type of product they purchased. The remaining three (3) or one and thirty five hundredths percent (1.35%) said that it has totally no effect in the type of products they avail. Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the total respondents were third year students. Twenty two (22) or nine and eighty seven hundredths percent (9.87%) of the third year students stated that teleserye has moderate effort in the types of product they usually bought. Twenty (20) or eight and ninety seven hundredths percent (8.97%) of the respondents said that it has great effect in purchasing a product in terms of its type. While, eleven (11) or four and ninety three hundredths percent (4.93%) of them answered that it has very great effect in the types of product they purchased. Eight (8) or three and fifty nine hundredths percent (3.59%) said that it has less effective in buying a product in terms of its type. The remaining four (4) or one and seventy nine hundredths percent (1.79%) said that it has definitely no effect in the types of product they avail. Fourth year students have the frequency of fifty three (53) or twenty three and seventy seven hundredths percent (23.77%) out of the total respondents. Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated that teleserye has moderate effect whenever they buy a product according to its type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said
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that it has great effect in buying a product when it comes to its type. While, seven (7) or three and fourteen hundredths percent (3.14%) answered that it has very great effect in the types of product they purchased. Six (6) or two and sixty nine hundredths percent (2.69%) were said that it has less effect in buying the product according to its type. The remaining three (3) or one and thirty five hundredths percent (1.35%) stated that it has definitely no effect in the types of product they usually bought. First year students have the frequency of thirty three (33) or fourteen and eighty hundredths percent (14.80%) out of the total respondents. Both very great effect and moderate effect has an equal frequency which is ten (10) or four and forty eight hundredths percent (4.48%) answered by these freshmen. Eight (8) or three and fifty nine hundredths percent (3.59%) said that it has less effect in the types of product they bought. Lastly, five (5) or two and twenty four hundredths percent (2.24%) stated that it has great effect in buying a product according to its type. As to frequency of buying the product, majority of the respondents stated that there is a moderate effect with 79 (35.43%) on the extent of impact in terms of the frequency of buying product, second is great effect with 51 (22.87%), third is less/little effect with 43 (19.28%), fourth is very great effect with 24 (10.76%), and no effect which constituted the least frequency with 26 (11.66%). Out of ninety-one (91) male respondents or forty point eighty-one percent (40.81%), forty-one (41) or eighteen point thirty-nine percent (18.39%) stated that

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there is a moderate effect. Followed by, twenty-four (24) or ten point seventy-six percent (10.76%) stated that there is a great effect. Next, thirteen (13) or five point eighty-two (5.82%) stated that there is no effect. And then, twelve (12) or five point thirty-eight percent (5.38%) stated that there is a very great effect. Lastly, nine (9) or four point zero four percent (4.04%) stated that there is a less/little effect. Out of one hundred thirty-two (132) female respondents or fiftynine point nineteen percent (59.19%), fifty-seven (57) or twenty-five point fifty-six percent (25.56%) stated that there is a moderate effect. Thirty-five (35) or fifteen point seven percent (15.7%) stated that there is a great effect. Nineteen (19) or eight point fifty-two percent (8.52%) stated that there is a less/little effect. Eighteen (18) or eight point zero seven percent (8.07%) stated that there is no effect. Eight (8) or three point nine percent (3.9%) had experienced a very great effect on the frequency of buying the product. Out of eighty-two (82) respondent ages 15-17 yrs. old or thirty-six point seventy-seven percent (36.77%), thirty-four (34) or fifteen point twenty-five percent (15.25%) stated that there is a moderate effect. Twenty (20) or eight point ninety-seven percent (8.97%) stated that there is a great effect. Thirteen (13) or five point eighty-two (5.82%) stated that there is less/little effect. Twelve (12) or five point thirty-eight percent (5.38%) stated that there is a very great effect. Three (3) or one point thirty-five percent (1.35%) stated that there is no effect. Out of one hundred twenty-seven (127) respondent ages 18-20 yrs. Old or fifty-six point ninety-five percent (56.95%), forty-eight (48) or twenty-one point fifty-two percent stated that there is a moderate effect. Thirty-one (31) or thirteen
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point ninety percent (13.90%) stated that there is a great effect. Twenty (20) or eight point ninety-six percent (8.96%) stated that there is a less/little effect. Eleven (11) or four point ninety-three percent (4.93%) stated that there is no effect. Seven (7) or three point fourteen percent (3.14%) had experienced a very great effect on the frequency of buying the product. Out of eleven (11) respondent ages 21-23 yrs. old or four point ninety-three percent (4.93%), five (5) or two point twenty-four percent (2.24%) stated that there is a less/little effect. Three (3) or one point thirty-four percent (1.34%) stated that there is a moderate effect. Two (2) or zero point eighty percent (0.80%) stated that there is a great effect. One (1) or zero point zero four percent (0.04%) had experienced no effect on the frequency of buying the product. One (1) respondent age 24-26 yrs. old or four point forty-eight percent (4.48%), one (1) or zero point zero four percent (0.04%) had experienced a moderate effect on the frequency of buying the product. Out of two (2) or eight point ninety-six percent (8.96%), one (1) or zero point zero four percent (0.04%) had experienced a moderate effect and less/little effect on the frequency of buying the product. Out of thirty three (33) or fourteen point eight percent (14.8%) first year respondents, nineteen (19) or eight point fifty two percent (8.52%) stated that there is a moderate effect. Six (6) or two point sixty nine percent (2.69%) stated that there is a very great effect and, six (6) or two point sixty nine percent (2.69%) stated that there is a great effect. Next, one (1) or zero point zero four percent (0.04%) stated that there is a less/little effect. One (1) or point zero four percent (0.04%) stated that there is no effect on the frequency of buying the
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product. Out of seventy two (72) or thirty two point twenty nine percent (32.29%) second year respondents, twenty seven (27) or twelve point eleven percent (12.11%) stated that there is a moderate effect. Twenty three (23) or ten point thirty one percent (10.31%) stated that there is a great effect. Eleven (11) or four point ninety three percent (4.93%) stated that there is a less/little effect. Seven (7) or three point thirteen percent (3.13%) stated that there is a very great effect. Lastly, six (6) or two point seven percent (2.7%) stated that there is no effect on the frequency of buying the product. Out of sixty five (65) third year respondents twenty five (25) or eleven point twenty one percent (11.21%) had a moderate effect, seventeen (17) or seven point sixty two percent (7.62%) had a very great effect, fourteen (14) or six point twenty eight (6.28%) had less/little effect, six (6) or two point seven percent (2.7%) had no effect and three (3) or one point thirty five percent (1.35%) had great effect. Out of fifty three (53) fourth year respondents twenty nine (29) or thirteen point zero one percent (13.01%) had moderate effect, ten (10) or four point forty eight percent (4.48%), eight (8) or three point fifty nine percent (3.59%) had great effect, three (3) or one point thirty five percent (1.35%) had a very great effect and three (3) or one point thirty five percent (1.35%) had no effect. Out of twenty seven (27) working students or twelve point eleven (12.11%), seventeen (17) working students or seven point sixty-two percent (7.62%) states that there is a moderate effect. Followed by, nine (9) or four point zero four percent (4.04%) states that there is a great effect. Next, seven (7) or three point fourteen percent (3.14%) states that there is less/little effect. And
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then, three (3) or one point thirty-five percent (1.35%) stated that there is no effect. One (1) or point zero four percent (0.04%) had experienced a very great effect on the frequency of buying the product. Forty one (41) or eighteen point thirty nine percent (18.39%) stated that there is a great effect. Thirty five (35) or fifteen point seven percent (15.7%) stated that there is a less/little effect. Twenty (20) or eight point ninety-seven percent (8.97%) stated that there is a very great effect. Fourteen (14) or six point twenty-eight percent (6.28%) stated that there is no effect on the frequency of buying the product. Out of one hundred twenty (120) respondents of ABS-CBN televiewers or fifty-three point eighty-one percent (53.81%), fifty seven (57) or twenty five point fifty-six percent (25.56%) had a moderate effect. Thirty three (33) or four point eighty percent (4.80%) had a great effect. Fifteen (15) or six point seventy three percent (6.73%) had a less/little effect. Twelve (12) or five point thirty eight percent (5.38%) had no effect. Nine (9) or four point zero four percent (4.04%) had a very great effect on the frequency of buying the product. Out of twenty-nine (29) respondents of TV5 televiewers or thirteen percent (13%), nine (9) or four point zero four percent (4.04%) had a moderate effect. Nine (9) or four point zero four percent (4.04%) had a very great effect. Seven (7) or three point fourteen percent (3.14%) had less/little effect. Four (4) or one point seventy nine percent (1.79%) had a very great effect on the frequency of buying the product. Out of seventy four (74) respondents of GMA televiewers or three point eighteen percent (3.18%), thirty three (33) or fourteen point eighty percent (14.80%) had a moderate effect. Seventeen (17) or seven point sixty two percent (7.62%) had a
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great effect. Nine (9) or four point zero four percent (4.04%) had a very great effect. Nine (9) or four point zero four percent (4.04%) had a less/little effect. Six (6) or two point sixty nine percent (2.69%) had no effect on the frequency of buying the product. As to stores where the products are regularly bought, majority of the respondents stated that there is moderate impact with 73 (32.74%), great effect with 52 (23.32%), less/little effect with 36 (16.14%), then very great effect with 33 (14.80%), 29 (13%) of the respondents stated that there is no effect on the extent of impact in terms of stores where the products are regularly bought. As to number of pieces of products purchased, most of the respondents stated that there is moderate effect with 78 (34.98%) on the extent of impact in terms of the number of pieces of products purchased, less/little effect with 51 (22.87%), great effect with 33 (14.80%), no effect with 32 (14.35%) while very great effect constituted least extent of impact in terms of number of pieces of products purchased with 29 (13%). Out of ninety one (91) male respondents, forty one (41) or eighteen point thirty nine percent (18.39%) stated moderate effects, twenty four (24) or ten point seventy six percent (10.76%) stated great effects, thirteen (13 ) or five point eighty two percent (5.82%) stated no effect, and then twelve (12 ) or five point thirty eight percent (5.38%) stated very great effect and lastly nine, (9) or four point zero four (4.04%) stated less/ little effect. Out of one hundred thirty two (132) female respondents fifty seven (57) or twenty five point fifty six percent

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(25.56%) stated moderate effect, thirty five (35) or fifteen point seven percent (15.7%) stated great effect next nineteen (19) or eight point fifty two percent (8.52%) stated less/ little effect, and then eighteen (18) or eight point zero seven percent (8.07%) stated no effect and lastly eight (8) or three point nine percent (3.9%) stated very great effect. Out of eighty two (82) or thirty six point seventy seven percent (36.77%) respondents from ages 15- 17 years old, thirty four (34) or fifteen point twenty five percent (15.25%) stated moderate effect, twenty (20) or eight point eighty seven percent (8.97%) stated great effect and thirteen (13) or fifty two point eighty two percent (5.82%) stated less/ little effect and lastly, three (3) or one point thirty five percent (1.35%) stated no effect. Out of one hundred twenty seven ( 127) or fifty six point ninety five percent (56.95%) respondents from ages 18- 20 years old, forty eight (48) or twenty one point fifty two percent (21.52%) stated moderate effect, thirty one (31) or thirteen point ninety percent (13.90%) stated great effect, twenty (20) or eight point ninety six percent (8.96%) stated less/ little effect, eleven (11) or four point ninety three percent (4.93%) stated no effect and seven (7) or three point fourteen percent (3.14%) stated very great effect. Out of eleven (11) or four point ninety three percent) 4.93% respondents from ages 21-23 years old, five (5) or two point twenty four percent (2.24%) stated less/ little effect, followed by three (3) or one point thirty four percent (1.34%) stated moderate effect, next two (2) or zero point eighty percent ( 0.80%) stated great effect and one (1) or zero point zero four percent (0.04%) stated no effect and no respondents stated very great effect. Out of one (1) or four point
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forty eight percent (4.48%) respondents from ages 24-26 years old, only one (1) or zero point zero four percent (0.04%) stated moderate effect. Out of two (2) or eight point ninety six (8.96%) respondents from ages 27-30 years old, one (1) or zero point zero four percent (0.04%) stated moderate effect and the other one (1) or zero point zero four percent (0.04%) stated less/ little effect. Out of thirty three (33) or fourteen point eight percent (14.8%) first year respondents, nineteen (19) or zero point fifty two percent (0.52%) stated moderate effect, followed by six (6) or two point sixty nine percent (2.69%) stated great effect, six (6) or two point sixty nine percent (2.69%) stated very great effect, and one (1) or zero point zero four percent (0.04%) stated no effect and one (1) or zero point zero four percent (0.04%) states less/ little effect. Out of seventy two (72) or thirty two point twenty nine percent (32.29%) second year respondents, twenty seven (27)or twelve point eleven percent (12.11%) stated moderate effect, followed by twenty three (23) or ten point thirty one percent (10.31%) stated great effect, eleven (11) or four point ninety three percent (4.93%) stated less/ little effect and then seven (7) or three point thirteen percent (3.13%) stated very great effect, and six (6) or two point seven percent (2.7%) stated no effect. Out of sixty five (65) or twenty nine point fifteen percent (29.15%) third year respondents, twenty five (25) or eleven point twenty one percent (11.21%) stated moderate effect, seventeen (17) or seven point sixty two percent (7.62%) stated great effect, fourteen (14) or six point twenty eight (6.28%) stated less/little effect, and then six (6) or two point seven percent (2.7%) stated no effect, and three (3) or one point thirty five percent (1.35%)
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stated very great effect. Out fifty three (53) or twenty three point seventy seven percent (23.77% ) forth year respondents, twenty nine (29) or thirteen point zero one percent (13.01%) stated moderate effect, ten (10) or four point forty eight percent (4.48%) stated less/ little effect, eight (8 ) or three point fifty nine percent (3.59%) stated great effect, and then three (3) or one point thirty five percent (1.35%) stated very great effect and lastly, three (3) or one point thirty five percent (1.35%) stated no effect. Out of twenty five (25) or eleven point twenty one percent (11.21%) working students, seventeen (17) or seven point sixty two percent (7.62%) stated moderate effect, nine (9 )or four point zero four percent (4.04%) stated great effect, seven (7) or three point fourteen (3.14%) stated less/little effect, and three (3) or one point thirty five percent (1.35%) stated no effect and, one (1) or zero point zero four percent (0.04%) stated very great effect. Out of one hundred ninety six (196) or eighty seven point eighty nine percent (87.89%) full time students, eighty six (86) or thirty eight point fifty seven percent (38.57%) stated moderate effect, forty one (41) or eighteen point thirty nine percent (18.39%) stated great effect, thirty five (35) or fifteen point seven percent (15.7%) stated less/ little effect, twenty (20) or eight point ninety seven percent (8.97%) stated very great effect and, fourteen (14) or six point twenty eight percent (6.28%) stated no effect. Out of one hundred twenty (120) or fifty three point eighty one percent (53.81%) preferred ABS-CBN, fifty seven (5) or twenty five point fifty six percent (25.56%) states moderate effect, thirty three (33) or four point eighty percent
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(4.80%) stated great effect, fifteen (15) or six point seventy three percent (6.73%) stated less/ little effect, twelve (12) or five point thirty eight percent (5.38%) stated no effect, and nine (9) or four point zero four percent (4.04%) stated very great effect. Out of twenty nine (29) or thirteen percent (13%) preferred TV5, nine (9) or four point zero four percent (4.04%) stated great effect, nine (9) or four point zero four percent (4.04%) stated moderate effect, seven (7) or three point fourteen percent (3.14%) stated less/ little effect, four (4) or one point seventy nine percent (1.79%) stated very great effect, no one stated no effect. Out of seventy four (74) or three point eighteen percent ( 3.18%) preferred GMA, thirty three (33) or fourteen point eighty (14.80%) stated moderate effect, 17 or 7.62% stated great effect, 9 or 4.04% stated very great effect, and 9 or 4.04% stated less/ little effect and 6 or 2.69% stated no effect. Out of two hundred twenty three (223) respondents, seventy three ( 73) or thirty two point seventy four percent (32.74%) stated moderate effect, fifty two(52) or twenty three point thirty two percent (23.32%) stated great effect, next, thirty six (36) or sixteen point sixty four percent (16.64%) stated less/ little effect, thirty three ( 33) or fourteen point eighty percent (14.80%) stated very great effect, and lastly, twenty nine (29) or thirteen percent (13%) stated no effect. Out of 91 male respondents, 41 (18.39%) males has moderate effect, 24 (10.76%) males has a great effect, 12 (5.38%) males very great effect, 9 (4.04%) males has little/less effect and 5 (2.24%) has no effect. Out of 132 female respondents 57 (25.56%) females has moderate effect, 35 (15.70%) females has great effect, 19 (8.52%) females has less/little effect, 13 (5.83%) female has no
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effect and 8 (3.59%) females has very great effect on the extent of impact on stores where products are regularly bought. Out of 82 respondents age 15-17, 37 (16.59%) has moderate effect, 21 (9.42%) has great effect, 11 (4.93%) has very great effect, 9 (4.04%) has less/little effect and 4 (1.79%) has no effect. Out of 127 respondents age 18-20, 56 (25.11%) has moderate effect, 33 (14.80%) has great effect, 17 (7.62%) has little/less effect, 14 (6.28%) has no effect and 7 (3.14%) has very great effect. Out of 11 respondents age 21-23, 5 (2.24%) has moderate effect, 3 (1.35%) has very great effect, 2 (0.90%) has less/little effect, 1 (0.45%) has very great effect and 0 has no effect. 1 (0.45%) as moderate effect. Out of 2 respondents, 2 (0.90%) has great effect on the extent of impact on stores where products are regularly bought. Out of 33 first year respondents, 16 (7.17%) has great effect, 10 (4.48%) has moderate effect, 6 (2.69%) has very great effect, 1 (0.45%) has less/little effect and 0 has no effect. Out of 72 second year respondents, 34 (15.25%) has moderate effect, 20 (8.97%) has great effect, 10 (4.48%) has less/little effect, 7 (3.14%) has very great effect and 1 (0.45%) has no effect. Out of 65 third year respondents, 22 (9.87%) has moderate effect, 18 (18.07%) has great effect, 11 (4.93%) has less/little effect, 9 (4.04%) has no effect and 5 (2.24%) has very great effect. Out of 53 fourth year respondents, 29 (13%) has moderate effect, 10 (4.48%) has great effect, 7 (3.14%) has less/little effect, 5 (2.24%) has no effect and 2 (0.90%) has very great effect on the extent of impact on stores where products are regularly bought.
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Out of 25 part time/full time respondents 12 (5.38%) has moderate effect, 5 (2.24%) both had great and less effect, 2 (0.9%) has very great effect and 1 (0.45%) has no effect. Out of 2 call center agents respondents, 2 (0.9%) has very great effect, and 0 had great, moderate, less and no effect. Out of 196 unemployed respondents, 86 (38.57%) has moderate effect, 50 (22.42%) has great effect, 24 (10.76%) has less effect and 19 (8.52%) has very great effect, 17 (7.62%) has no effects. Out of 120 respondents who preferred ABS-CBN as the TV

station/channel being watched, 57 (25.56%) has a moderate effect, 33 (14.8%) has great effect, 15 (6.73%) has less effect, 12 (5.38%) has no effect ad 9 (4.04%) has very great effect. out of 29 respondents who preferred TV% as the TV station/channel being watched, 9 (4.04%) both had great and moderate effect, 7 (3.14%) has less effect, 4 (1.79%) has very great effect and 0 has no effect. Out of 74 respondents who preferred GMA as the TV station/channel being watched, 33 (14.8%) has a moderate effect, 17 (7.62%) has great effect, 9 (4.04%) both had very great and less effect and 6 (2.69%) has no effect. In terms of extent of impact of number of pieces of products bought out of 91 male respondents, 40 (17.94%) has moderate effect, 20 (8.97%) has less /little effect, 13(5.83%) has great effect, 12(5.38%) has very great effect and 6 (2.69%) has no effect. Out of 132 female respondents 59(26.46%) has a moderate effect, 31(13.9%) has less or little effect, 19 (8.52%) has great effect, 16(7.17%) has no effect and 7 (3.14%) has a very great effect.

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As to age, out of 82 respondents ages from 15-17, 41 (18.39%) has a moderate effect, 14(6.28%) as a great effect, 12 (5.38%) has less effect, 9 (4.04%) has very great effect, and 6(2.69%) has no effect. Out of 127 respondents ages from 18-20, 56(25.11%) has a moderate effect, 30 (13.45%) has a less/ little effect, 17 (7.62%) has a great effect, 15(6.73%) has no effect and 9 (4.04%) has a very great effect. Out of 11 respondents ages 21-23, 5(2.24%) had less effect, 3(1.35%) had moderate effect, 2 (0.90%) has a great effect, 1 (0.45%) had no effect, and 0 had very great effect. Out of 1 respondents ages from 24-26, 1(0.45%) has no effect, and 0 had very great effect, moderate and less effect. Out of 2 respondents ages from 27-30, 1(0.45%) both had less and no effect and 0 had very great, great and moderate effects. According to sex, 40(17.94%) of male and 59(26.46%) of female evaluate that teleserye has a moderate effect. Its followed by 20(8.97%) of male and 31(13.9%) of female respondents said that it has less effect. 13(5.83%) of 19(8.52%) female of respondents said that terleserye has a great effect. In the other hand 12(5.38%) male in respondents evaluate that it has a very great effect while 16 of female or (7.17%) of the respondents assessed that it has no effect. 6 of male or (2.09%) of respondents has an assessment of no effect while 7 females of (3.14%) has a different assessment with a very great effect. In terms of age 41(18.39%) most of 15-17 years old and 56(25.11%) in 18-20 years old of respondents assessed that is has a moderate effect while 5(2.24%) of 21-23 years old said that teleserye has a less effect. Next from 15-17 years old 14(6.28%) in this age rate that teleserye has a great effect, 18-20 years old with
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30(13.45%) told that it has a less effect while 3(1.35%) of 21-23 years old appraised that it has a moderate effect. Third from the numbers that 12(5.38%) of 51-17 years old assessed that teleserye has a less effect and 17(7.62%) of 18-20 years old and 2(.90%) 21-23years old of respondents said that it has a great effect. Next in the arrangement is 9(4.04%) of 15-17 years old of respondents assessed that teleserye has a very great effect while 15(6.78%) 18-20 yeas old experience no effect. In group of year levels, most of 1 st years with 16(7.7%) , 36(16.14%) in 2nd year, 21(9.42%) 3rd year and 15(6.37%) of 4th year assessed that teleserye has a moderate effect. Next is 7(3.41%) 1st year rated that is has a great effect while 14(6.27%) 2nd year, 19(8.52%) 3rd year and 13(5.83%) 4th year assessed that it has less effect. Third in the arrangement are 5(2.24%) 1 st year assessed that teleserye has a very great effect while 10(4.48%) of 2nd years said that it has a great effect, and 10(9.48%) of 3rd year and 8(3.59%) of 4th year experience no effect. Nat is 9(1.79%) of 1 st year has the assessment of less effect while second year with 9(4.04%) said teleserye has a very great effect and 9(4.04%) 3rd year and 6(2.69%) said that I has a great effect. Least of the numbers of 1st year with 1(.04%) and 3(1.35%) 2nd year has an assessment of no effect while 3rd year with 6(2.69%) and 4th year with 1 (.40%) experienced very great effect. According to employment, Part/Fulltime employed respondents highest number with 12(5.38%) and 81(36.32%) of unemployed said that teleserye has a moderate effect while all call center agents with a number of 2(0.08%) in the respondents said that it has less effect. Next form the largest Part/Fulltime employed with 6(2.69%) and unemployed with 44(19.73%) said that

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it has less effect. 5(2.24%) Part/Fulltime said that it has a very great effect while 30(13.45%) of unemployed said that it has a great effect. Part/Fulltime employed with 1(.04%) said that it has a great effect and no effect while 21(9.42%) unemployed, that is least of them said that it has very great effect. In terms of the TV channel, most number who watched at ABS-CBN with 53(23.77%), TV5 with 10(4.48%) and GMA with 32 (14.35%) ssessed that teleserye has a moderate effect. Second to the largest of ABS-CBN with 31(13.90%) and GMA with 15(6.37%) said that teleserye has less effect whike in TV5 with 5(2.24%) said that it has a great effect. The third form the largest of number of viewers in ABSCBN with 14(6.28%) and in GMA with 12(5.28%) said that it has a great effect while TV5 with 3(1.53%) said that it has a less effect. Second to the least numbers of viewers in ABS-CBN with 14(6.27) said that it has no effect while in GMA with 8(3.59%) said that it ha a very great effect. The least number of the viewers from ABS-CBN with 8(3.59%) and in TV5 with 1(.04%) said that it has a great effct while the least in GMA with 7(3.14% said that it has no effect. There is a difference in the assessment of the respondents in the number of piecesof product purchased according to their profile. 3. There is a difference in the assessment of the respondents in the effects of Networks Teleserye to the buying behavior of the marketing major students in the Colleges of Business of the Polytechnic University of the Philippines.

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4. Problems Encountered by the Respondents Relative to the Effects of Networks Teleserye to their Buying Behavior Unavailability of the products in the store constituted the biggest percentage with 73 (32.74%), followed by tendency to become brand conscious with 72 (32.29%), while buying products irrationally landed third place with 55 (24.66%), then buying products not suited to ones need with 54 (24.22%) and 45 (20.18%) respondents considers forced to buy the product even if it is expensive as one of the problems they encountered relative to the effects of networks teleserye to their buying behavior.

Conclusion

Based on the findings of the study, the following conclusions were drawn: 1. Majority of the respondents are female. Respondents belonging to age group 18-20 years old constituted the greatest number. Majority of the respondents were second year students. Majority of the respondents works as a part time or full time. Most of the respondents prefer to watch channel 2. 2. Majority of the respondents considered that there is moderate effect on the extent of impact to their buying behavior on the types of products bought. Most of the respondents agree that there is a moderate effect on the extent of impact in terms of frequency of buying the product. The biggest number of respondents states that there is a moderate effect on the extent of impact in terms of the
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stores where the products are regularly bought. Respondents consider most that there is a moderate effect on the extent of impact in terms of the number of pieces of products purchased. Majority of Male and Female respondent constitute the highest vote in moderate effect in terms of types of products bought or purchased. In terms of the types of products bought or purchased states that respondent from ages 15-17 years, majority states that they were not affected. From 18-20 years of age, majority were affected moderately. Majority of the respondents ages 21-23 years states that they were moderately affected, respondent ages 24-26 years experienced a great effect and respondents ages 27-30 years states that they had a great and very great affected. As to year level in terms of the types of products bought or purchased states that Majority of the 1st year students had a very great effect and moderate effect. While 2nd year, 3rd year and 4th year students states that they were moderately affected. Majority of the respondents has a moderate effect on the assessment of the effects of networks teleserye to the buying behavior of marketing major students in terms of stores where the products are regularly bought. Majority of the male respondents has a great effect in terms of the stores where the products are regularly bought as to their sex. Greatest number of female respondents has a moderate effect towards the stores where the products are regularly bought based on their sex.
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Majority of the respondents ages from 15 to 17 years old has a moderate effect, the predominant part of the respondents ages from 18 to 20 years old also has a moderate effect, greatest number of respondents ages from 21 to 23 years old has a moderate effect, biggest part of the respondents ages from 24 to 26 years old has a moderate effect and the largest part of respondents ages from 27 to 30 years old has a great effect on the stores where the products are regularly bought according to their age. Majority of the respondents who are in their first year level has a great effect, largest part of the respondents who are in their second year level has a moderate effect, predominant part of the third year respondents has a moderate effect, and greatest number of the fourth year respondents has a moderate effect in terms of the stores where the products are regularly bought as to their year level. Majority of the respondents who are working in part time/fulltime has a moderate effect, biggest share of the respondents who are working as a call center agent has a great and moderate effect, and greatest number of the respondents who are unemployed has a moderate effect on the stores where the products are regularly bought based on their employment. Majority of the respondents who preferred ABS-CBN has a moderate effect, predominant part of the respondents who preferred TV5 has a moderate effect, and greatest number of the respondents who preferred GMA has a moderate effect in terms of the stores where the products are regularly bought as to the TV station/channel being watched.

120

The majority of respondents on the assessment of the effects of networks teleserye to the buying behavior of marketing students in terms of the frequency of buying the product had a moderate effect. As to gender, the majority of both male and female respondents had a moderate effect. As to age, the majority of 15-17 years old respondents had a moderate effect, 18-20 years old respondents had a moderate effect, 21-23 years old respondents had a great effect, 24-26 years old respondents had a moderate effect and 27-30 years old respondents had moderate and great effect. As to year level, the majority of 1st year respondents had a moderate effect, of 2nd year respondents had very great effect, 3rd year respondents had a moderate effect and 4th year respondents had a moderate effect. As to employment the majority of part time/full time employee respondents had a moderate effect, call center agent respondents had a less/little and moderate effect, unemployed respondents had moderate effect. As to TV station/Channel being watched/viewed, the majority of ABS-CBN viewers had a moderate effect, TV5 viewers had a moderate effect, and GMA viewers had a moderate effect According to the number of pieces of products purchased, majority of the respondents had a moderate effect. According to number of pieces of product purchased as to sex majority of the male respondents had a moderate effect and majority of the female respondents had also a moderate effect.

121

According to number of pieces of product purchased as to age majority of the respondents ages 15-17 years experienced a moderate effect, majority of the respondents ages 18-20 years old experienced moderate effect, majority of the respondents ages 21-23 years old experienced less/little effect, majority of the respondents ages 24-26 years old experienced and majority of the respondents ages 27-30 years old experienced both less/little effect and no effect. According to the number of pieces purchased as to year level majority of the 1st year respondents encountered a moderate effect, majority of the 2 nd year respondents encountered a moderate effect, majority of the 3rd year respondents encountered a moderate effect and majority of the 4 th year respondents encountered a majority effect. According to the numbers of pieces of product purchased as to employment majority of the respondents who have a part/full time job had a moderate effect, majority of the call center agent respondents had a less/little effect and majority of the unemployed respondents had a moderate effect. According to the number of pieces of product purchased as to TV/Channel being watched majority of the respondents of ABS-CBN televiewers experienced a moderate effect, majority of the respondents of TV5 televiewers experienced a moderate effect and majority of the respondents of GMA televiewers had also a moderate effect. 3. The greatest problem encountered by the respondents was the unavailability of the product in the stores.
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RECOMMENDATION

The most effective medium of promoting a product is through television. The researchers recommend that whenever a company uses teleserye in promotion, they must able to sustain the availability of the product in the store. Respondents has the tendency to become brand conscious. Researchers recommend to the respondents that they can use alternatives or other brands products. Buying other brand products serves as an alternative so that if the product of the brand which youre patronizing isnt available, you have something to use. Being brand conscious doesnt affect your social status but it helps you to become practical. Based on this study, respondents buy products irrationally. They must think before buying something. By doing this, it can lessen the chance of spending lavishly and can help you save money. Some of the respondents buy products that are not suited to ones need. Researchers recommend the respondents to be more practical and buy what is really needed. You can treat yourself by buying something which you really desire as long as it doesnt affect your budget.

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Bibliography Books Bancafort, Rev. Aaron. Importance of Education. Thomas and Sturtevant, 1806 Banerjee, Indrajit and Logan, Stephen. Asian Communication Handbook . Asian Media Information Communication.2008. Chen, F.J. Focus on Brain Mapping Research. Nova Science Publishers, 2006 Estolas,Josefina V. Fundamentals of Research. Manila: Miranda and Sons Book Store Inc., 1997. Etzel, Michael J. Walker, Bruce J. and Stanton, William J. Marketing. USA: McGraw Hill Companies, 1997. Hayward, Peter. GCSE Leisure and Tourism for OCR. Harcourt Education Limited. 2002. Hill E. and OSullivan, T. Marketing. New York: USA Longman Publishing, 1996 Hoyer, W.D. and Macinnis, D.J. Consumer Behavior . Bouston: Houghton Mifflin Company, 2004 Jerrard, Robert and Hands, David and Ingram, Jack. Design Management Case Studies. New York: Routldge, 2002. Kotler, Philip et.al , Marketing Management: An Asian Perspective. Singapore: Prentice Hall, Inc., 1996 Kotler, P. and Armstrong, G. Principles of Marketing 10th Edition. New Jersey: Prentice Hall International Inc, 2008 Lambert, Douglas M. and Stock, James R. Strategic Logistics Management. Singapore: Irwin-McGraw Hill, 1991 Mason, Emmanuel J. and Bramble, William J., Research in Education and the Behavioral Science Concepts and Methods, USA: Times Mirror Higher Education Group, Inc., 1997 McDaniel, Carl Jr. and Gates,Roger. Marketing Research Essentials. USA: South Western College Publishing, 1998 McDaniel, Carl, Jr. and Gates Roger. Marketing Research Essentials. USA: South-Western College Publishing, 1998. Medina, R.G. Principles of Marketing. Revised Edition. Rex Bookstore, Inc, 2011

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Noor Al-Deen, Hana S. and Hendricks, John Allen, Social Media : Congress Cataloging Publication Data, 2012. OShaughnessy, John. Competitive Marketing A Strategy Approach. New York: Routledge, 1992 Perreault, W.D. and McCarthy, J.E. Basic Marketing: a Global Managerial Approach 15th Edition. McGraw-Hill International Edition, 2005. Pride, William and Ferrell, O.C. Foundations of Marketing 4th Edition. Cengage Learning,. 2009 Strebinger and Otter. DOUBLE HETEROGENEITY IN BRAND CONSCIOUSNESS. Wirtschaftsuniversitt Wien,1998.

Electronic Sources http://www.bates.edu/academics/sophomore-hub/ http://en.wikipedia.org/wiki/ABS-CBN http://expertscolumn.com/content/why-education-important-our-life http://www.philstar.com/Article.aspx?articleId=827914&publicationSubCategoryId =70 http://teleseryeeffects.blogspot.com/2012/06/telesrye-its-effects-to-people.html http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=1413

http://en.wikipedia.org/wiki/Philippine_drama

http://www.articlesbase.com/branding-articles/the-impact-of-celebrity-onbranding-1726759.html

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APPENDICES Appendix 1
QUESTIONNAIRE Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students of Polytechnic University of the Philippines Dear Respondents, We are students of the Polytechnic University of the Philippines, taking up Bachelor of Science in Business Administration Major in Marketing Management. We are now conducting a research about the effects of networks teleserye to the buying behavior of marketing major students of the Polytechnic University of the Philippines. May we request you to answer this questionnaire. We assure you that your answers will be kept confidentially. Thank You. The Researchers Part I Profile of the Respondents Instruction: Kindly provide the needed information by putting a check mark ( ) on the space provided for. 1.1 Sex ___male 1.2 Age ___15-17 years old 1.3 Year Level ___1st year ___female

___18-20 years old ___2nd year

___21-23 years old ___3rd year ___sales clerk

___24-26 years old ___4th year

___27-30 years old

1.4 Employment (if any) ___part time/full time ___call center agent ___others (please specify) ____________

___unemployed

1.5 TV Station/Channel Being Watched/ Watched ___ Channel 2 (ABS-CBN) ___ Channel 5 (TV5)

___ Channel 7 (GMA)

Part II Respondents Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students of the Polytechnic University of the Philippines. Instruction: Kindly state the effects of the networks teleserye to your buying behavior. Use the following indicators for your answers. 5- Very Great Effect 4- Great Effect 3- Moderate Effect 2- Less Effect 1- No Effect

Aspects of Buying Behavior 2.1 Types of products bought or purchased 2.2 Frequency of buying the product. 2.3 Stores where the products are regularly bought 2.4 Number of pieces of product purchased

Extent of Impact 5 4 3

Part III Problems Encountered by the Respondents Relative to the Effects of Networks Teleserye to their Buying Behavior Instruction: Please specify which of the following problems you may have encountered relative to the effects of networks teleserye to your buying behavior. Put a check ( ) mark on the space provided for __3.1 Unavailability of the product in the store __3.2 Forced to buy the product even if it is expensive __3.3 Tendency to become brand conscious __3.4 Buying products not suited to ones need __3.5 Buying products irrationally

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Appendix 2

Letter of Permit

Republic of the Philippines Polytechnic University of the Philippines Mabini Campus, Anonas St. Sta.Mesa, Manila, Philippines COLLEGE OF BUSINESS October __, 2012

Madam Merla Villanueva Chairperson College of Business Polytechnic University of the Philippines

Dear Maam Greetings! We, Group 4 of BSBA MM 3-5d, currently taking our research paper entitled EFFECTS OF NETWORKS TELESERYE OF THE BUYING BEHAVIOR OFMARKETING STUDENTS OFTHE COLLEGE OF BUSINESS OF THE POLYTECHNIC UNIVERSITYOF THE PHILIPPINES as the major requirements to be able to finished this semester AY 2012-2013. In connection with this, we would like to request permission to conduct survey/interview with the students in marketing major of all year levels of the Polytechnic University of the Philippines. Rest assured that the information and data that we will gathered will be used for academic purposes only. Anticipating for your kind consideration on this request. Thank you. Sincerely yours,

Group 4 BSBA MM 3-5d

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Appendix 3

CURRICULUM VITAE

Carolyn Joy L. Rafanan

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 1717 Saturn St. Constellation Homes Angono, Rizal 18 Single December 9, 1993 Filipino Female Catholic Cesar Rafanan Laura Rafanan

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Colegio De San Clemente Joaquin Guido Elementary School

3. Professional Development Seminars Attended : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : LETS TALK GREEN: A VOYAGE TO GREEN MARKETING : IMARCOM

128

CURRICULUM VITAE

Riza L. Repizo

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 324 Altura Exit Sta. Mesa, Manila 18 Single November 14, 1993 Filipino Female Catholic Resurrecion Repizo Elizelda Repizo

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Romblon National High School San Jose Elementary School

3. Professional Development Seminars Attended : DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics : LEVEL UP: Winning the Battle Across and Beyond : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate)

129

CURRICULUM VITAE

Romio P. Rodelas

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : Blk 25 Lower Eastment Kabisig Floodway San Andres, Cainta, Rizal 18 Single February 9, 1994 Filipino Male Catholic Bernardino Rodelas Iluminada P. Rodelas

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Francisco P. Felix Memorial National HighSchool Cainta Elementary School

3. Professional Development Seminars Attended : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

130

CURRICULUM VITAE

Jealina Justine DV. Sadural

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 40 Balleser St. Central Signal Village, Taguig City 18 Single November 18, 1993 Filipino Female Catholic Dina Sadural Severo Sadural

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Anne-Claire Montessori Anne-Claire Montessori

3. Professional Development Seminars Attended : LEVEL UP: Winning the Battle Across and Beyond : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

131

CURRICULUM VITAE

Venus F. Sediaco

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : Montalban, Rizal 19 Single September 29, 1993 Filipino Female Catholic Reynaldo Sediaco Freida Sediaco

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines NHS Nangka High School NES Nangka Elementary School

3. Professional Development Seminars Attended : IMARCOM : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : LETS TALK GREEN: A VOYAGE TO GREEN MARKETING

132

CURRICULUM VITAE

Muriel B. Sia

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 27 Kalayaan B. Batasan Hills Quezon City 18 Single July 7, 1994 Filipino Female Catholic Enrique Sia Ofelia Sia

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Lagro High School Commonwealth Elementary School

3. Professional Development Seminars Attended : LEVEL UP: Winning the Battle Across and Beyond : Marketing War: a Battle for Survival : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate)

133

CURRICULUM VITAE

Jessica Mae Socorro

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : 415 Craig Street Sampaloc, Manila 18 Single June 22, 1994 Filipino Female Catholic Maria Corazon D. Socorro Jessie S. Socorro

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Ramon Magsaysay High School Holy Trinity Academy

3. Professional Development Seminars Attended : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE : DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

134

CURRICULUM VITAE

Justin Soriano

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 014 Madonna Homes Cainta, Rizal 18 Single August 10, 1994 Filipino Male Catholic Ronald Soriano Letty Soriano

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines City of Mandaluyong Science High School Cainta Elementary School

3. Professional Development Seminars Attended : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : STRATEGIC MARKETING WARFARE: GAME OF THE BRAND GENERALS : DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

135

CURRICULUM VITAE

Nikko Rafael Z. Tacadena

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : Southampton St. Birminghan Place Cainta, Rizal 18 Single November 9, 1993 Filipino Male Catholic Gally Tacadena Cecilia Tacadena

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of the Philippines Mandaluyong High School San Gabriel III Elementary School

3. Professional Development Seminars Attended : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE : GENERATION G

136

CURRICULUM VITAE

Kimberly Mhay M. Tupaz

1. Personal Data Address Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : 543 Misa St. Poblacion North, Sta.Cruz, Zambales Single May 28, 1994 Filipino Female Catholic Edifredo P. Tupaz Norma M. Tupaz

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Santa Cruz Academy Don Marcelo C. Marty Elementary School

3. Professional Development Seminars Attended : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : Marketing War: a Battle for Survival : DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

137

CURRICULUM VITAE

Diana Rose B. Velasco

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : H Gumamela Ext. Gen.T.De Leon Valenzuela City 19 Single April 19, 1993 Filipino Female Catholic Pierre Velasco Adora Velasco

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Valenzuela National High School Bitik Elementary School

3. Professional Development Seminars Attended : Marketing War: a Battle for Survival : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics

138

CURRICULUM VITAE

Ronel T. Victoria

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 020 Dolores Piring Mexico, Pampanga 19 Single March 23, 1993 Filipino Male Catholic Roel Victoria Jeanie Victoria

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines Dela Paz-Libutad High School Dolores, Piring Elementary School

3. Professional Development Seminars Attended : LEVEL UP: Winning the Battle Across and Beyond : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

139

CURRICULUM VITAE

Louie Czar S. Victorino

1. Personal Data Address Age Civil Status Date of Birth Citizenship Sex Religion Parents : : : : : : : : : 353 A.Bonifacio St. Mandaluyong City 19 Single April 11, 1993 Filipino Male Catholic Cesar Victorino Shirley Victorino

2. Educational Attainment Tertiary Secondary Elementary : : : Polytechnic University of Philippines St. Johns Academy St. Johns Academy

3. Professional Development Seminars Attended : IMARCOM : MarkProf Roadshow: E=MC Empower= (MarkProf Candidate) : LETS TALK GREEN: A VOYAGE TO GREEN MARKETING

140