CHAPTER 1

THE EFFECT OF EXCESSIVE MOBILE USAGE TO THE JUNIOR

MARKETING STUDENTS

Introduction

Worldwide Technology and its changes play a major role in each individual’s life.

The current trend of the society is to adopt every change in the field of communication

technology. Mobile Phone is considered as an important communication tool and

became the integral part of the society, it is not only a communication device but it also a

necessary social accessory. People are increasingly using mobile phones rather than the

fixed telephones.

The cell phone today is a lifeline for many. Estimated that people use the cell

phone worldwide. It comes as no surprise that huge percent of this quality consists of the

youth. The cell phone is more of necessary for them than luxury. In the number of

surveys conducted on the marketing students have figured out that they consider cell

phones an integral part of survival and some have even gone to the extent of saying that

they would rather go without food for a day that without their cell phones, will constant

testing, calling listening to music, playing phone games or simply fiddling with phone

being such as a part of their lifestyles.

Surveys says about a million number of phone subscribers in the country and

customer many people mobile phone brands in the country that imported from other

countries. Luring their customer by introducing latest mobile phones. Youth is more

inclined towards using mobile phone for activities other than communication than older
generation because in adolescence stage. The country administration and teachers

frequency consider the use of cell phone by students at schools. But their parents often

have more sense of security when their children travel independently outside their home

along with their phones.

Statement of the problem

1. What is the demographic profile of the respondent in terms of?

A. age

B. allowance

C. gender

2. What is the effect of excessive mobile usage to the grades of the junior marketing

students?

3. Is there a relationship between extents of using excessive mobile usage to their

education?

4. What are the problems encountered by the junior students in using mobile gadgets?

Objectives of the study

Generally this study aimed to assess the behavior of the student using mobile in

Isabela state university.

 To determine the demographic profile of the respondent in terms of:

A. age

B. allowance

C. gender
 To understand the effect of mobile usage to the grades of the junior marketing

students.

 To determine the relationship between extent of using excessive mobile gadgets

to their education.

 To determine the problems encountered by the junior students in using mobile

gadgets.

Significance of the study

Through this study the effect of excessive mobile usage is to reveal the

impact of mobile phones on junior marketing student’s performances. Inside the

Isabela State University.

The mobile company: this would help them to gain profit, to increase their sales,

as well as increase customer’s loyalty.

The marketing students: for them to discipline on using mobile phones.

The researchers: it will serve as precautionary measures towards achieving good

result for this research. It will also give them advantages and will serve as their

sources of basis.

Scope and delimitations of the study

The study primarily focuses on the possible user in which determines their

behavior towards excessive mobile usage.

The junior marketing students only will serve as the respondent with the

total amount of 200. Its main purpose is to identify the common problems that

they encounter and to purpose possible solution regarding this problem.

 The researchers considered working on this study to find out if there’s an

effect of excessive mobile usage of selected junior marketing students of Isabela

State University.

Definition of terms

Communication- it is the process of imparting or interchange of thought, opinion

or information.

Education- is the process of facilitating learning, or the acquisition of knowledge,

skills, values, beliefs, and habits.

Excessive Usage – a small percentage of our subscribers exceed their monthly

usage limit. It all depends on your internet use. The restrictions were put in place

only to discourage overuse. This clogs up the network and penalizes all users.

Gadgets – a small, useful device.

Mobile phone- it is any wireless device that operates over a relatively large area:

as a cellular phone.

Relationship - an emotional or other connection between people.

Social impact- it is immediate result on the social aspect of 2 or more individuals

forming a bond.

Technology- it is the science of powerful medical imagery. It is a process,

invention, and method.

 CHAPTER II

Foreign Literature
Rich Ling (2003) stated that the mobile phone has fundamental affected our

society, accessibility, safety, and security, co-ordination of social and business activities

and use of public places. It has just become the part of culture of every region in the

world.

According to a famous writer and researcher on mobile phone. Jon Agar (2005),

until not very long ago, the mobile phone was expensive and the preserve of a rich few.

Today the cell phone is everywhere and so common that it goes unnoticed.

Aspray and Kelly (2006) defined mobile phone as portable telephone that can

function over a wide area. The term is applied to both mobile and satellite phones,

although it is most often used as synonym for cell phone. Frederick Tracy (2006) wrote

some positive and healthy impacts and effects of mobile phone on students performance

at the university level includes: to contact easily with the teachers’ classmates and parents;

to trace easily the teachers, classmates for the solution of education problems; to use

internet to search out the useful information.

Ansari (2007) started it has an n umber of negative and unhealthy impacts and

effects on students’ performance at the university level, including the wastage of time and

money. Its vibration and use may be harmful for health.

A study by Butt and Philips (2008) found that “extraverts and perhaps

disagreeable individuals were less likely to value incoming calls” and neurotic,
disagreeable, unconscientiously and extroverted spent more time messaging SMS.” In

other words, people that ignore phone calls, but are constantly texting have a tendency to

not speak their minds, or don’t want to hear what another person has to say.

Technology aids student’s expression. Present what they have learned. They can

use software to make presentations and projects. This makes them more interested in the

subject and leads to better retention of information. With technological aids, they can

make easy-to-remember notes and a creative presentation of the information they have

acquired. It won’t be wrong to say that application of technology has made a student’s

life easy. It’s easier for students to carry a PDA than carrying big fat books to school. An

iPad is less bulky than a pile of notebooks or an eBook reader much lighter than a book.

(Andersen and Becker.2009).

Kamran (2010) conducted a study that the majority of youth is found very high

user of texting and reduced user of voice calls. The major inspiration of high and

awkward use among young people is very low

cost prepaid packages given by the telecom operators in Pakistan.

It is worth to note an excerpt from the abstract from the study “Android: Changing the

Landscape” which states: “The mobile phone landscape changed last year [2010] with the

introduction of mobile phones running Android, a platform marketed by Google. Android

phones are the first credible threat to the iPhone market. Not only did Google target the

same consumers as iPhone, it also aimed to win the hearts and minds of mobile

application developers. On the basis of market share and the number of available apps,

Android is a success.”(Butler, 2011).

A study by Bianchi et.al. (2012), using predictors from addiction literature, the study

sought to predict problematic mobile phone usage. It keyed in on factors they believed to

cause mobile phone disorders.

Local Related Literature

According to Ryan T. Gertner in 2011, on his study about “The effects of

multimedia technology on learning” he concludes that multimedia gives light on some

possible effects of it to the learning of students. This means that technological devices

may affects the learning performance of a students.

Another works by Xinhua (2014) Filipina are using their mobile phones not only

to communicate but also as mobile computers as well, according to a recent market study

issued. TNS, a global customized research company, said in its report that Filipino

consumers are not just using cell phones to call a texting messages and photos, but also as

a means to have “internet-on-the-go”, allowing users to be always online.

Nowadays, mobile phone is the most commonly used device for studying purposes. An

application that has all resources they need on a single device. The purpose of this study

are making an educational Android app that will allow College of Sciences students in

Palawan State University to access Thesis/Research Studies of their College De La Salle

University-Taft, Manila, Philippines has an Android Application Thesis Database v1.0

developed by Kevin Jeff T. Cepria that was currently available on Google Play Store and

it initially displays the information of ongoing and completed theses by CPE and ECE

students of De La Salle University-Taft, Manila, Philippines from year 2010 to 2015

(Cepria,2016)
 CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

 Effect of excessive  Excessive  Failing of
mobile usage by junior mobile grades
usage  Behavioral
marketing students.
impact
 School academic
performance
 Students health problem
encountered

FEEDBACK

The diagram describes and shows the effect of excessive mobile usage. It was

represented in 3 boxes. The box on the left is the list of things that were being entered for

processing. The middle box represents the different mobile gadgets being used. Which

comprises the functions and procedures and finally, the box on the right shows the output

of excessive mobile usage.

Hypothesis
The following hypothesis is formulated to be tested statistically at 0.05 level of

significance.

1. There is no significant difference on the influence of mobile phone usage

on academic performance among male and female junior marketing

students.

2. There is no significant difference on the influence mobile phone usage on

academic performance among junior marketing students of different age

group.

3. There is no significant difference on the influence of mobile phone usage

on academic performance among junior marketing students of different

parent’s occupation.

4. There is no significant difference on the influence of the frequency of

mobile phone usage on academic performance among male and female

junior marketing students.

 CHAPTER III

Methodology

This chapter describes the research design, respondents of the study. Data

gathering instrument, data gathering procedure and analysis data.

Research Design

The researcher uses the descriptive method in the collection of data in

order to answer question concerning the study. The method was used to describe

the effectiveness of excessive mobile phone to the junior marketing students.

Questionnaires were distributed and personal interview were conducted in order

to gather data for the study.

Respondents of the Study

In assessing the effect of excessive mobile phone to the junior marketing

students. 200 junior marketing students were taken as the respondents of the study.

The respondents were selected through sampling. The initial sample will then

refer other respondents from whom the same information may be obtained.

Data Gathering Instrument

The instrument use to gather data is survey method with the aid of

questionnaire and personal interview. The questionnaire is a close ended one,

whereby respondents were only allowed to choose their answer from the boxes

provided.
 Data Gathering Procedure

In gathering data, the procedures were undertaken:

 The researchers made a personal survey to get the list of respondents.

 Formulated questionnaire were distributed to the respondents and then were

retrieved.

 Organize the gathered data.

 Analyzed the gathered information.

Analysis Data

The data and other relevant information were analyzed with the use of

frequency distribution. To measure the effect of excessive mobile usage to the

junior marketing students, Age, Sex, Education mean were the statistical tools

utilized in finding the desired output of the study.

Scale Range Descriptive Rating

5 4.50-5.00 Always

4 3.50-4.49 Sometimes

3 2.50-3.49 Never