Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Doña Josefa Ave. Doña Josefa Subd. Almanza Uno Las Piñas City
Submitted by:
Grade 12 ABM-1
A.Y.2017-2018
Submitted to:
1
TABLE OF CONTENTS
ACKNOWLEDGEMENT 4
ABSTRACT 5
CHAPTER I: INTRODUCTION
1.1 Background of the study 6
1.2 Statement of the problem 8
1.3 Hypothesis 8
1.4 Conceptual Framework 9
1.5 Significance of the study 10
1.6 Scope and delimitations of the study 10
APPENDICES
Appendix A. Questionnaire for participant of the survey 54
Appendix B. Tables 57
Appendix C. Raw Data Collected 60
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ACKNOWLEDGEMENT
We are here to acknowledge the presence of the people who made our Qualitative
Research possibly done completely, they are the ones who guided and helped us from choosing
the title of our research study until it’s already done. This all been done by the supervision,
To our Parents who gave us their support from the very start, helping us from our financial
expenses, for allowing us in every time we have groupings and giving us our time to finish our
research.
To our Teacher, Mr. Mark Anthony C. Mamon an Inquiries, Investigation and Immersion
adviser, who whole heartedly guided us and teaches us to have our qualitative research. Without
To the Participants, we may not mention them all but were here to acknowledged their
presence, this study will not be able to be done without them as they are the one who gives the
data we need.
And above all, to Almighty God, who strengthen us, who gave us power, dedication and
motivation to finish the entire task and to face all the trial that we’ve been encountered with
confidence. Without his guidance, we would not able to start and finish this research study.
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ABSTRACT
This study is a Quantitative Research which aims to evaluate and analyze the factors that influence
consumers’ buying behavior towards unadvertised products in television, divided into five factors
whereas marketing mix, personal factor, psychological factor, social factor, and cultural factor.
This research study was conducted at Las Piñas City, where 90 respondents are randomly selected
and Survey Questionnaire was given to them to determine the factors that influence their buying
behavior towards unadvertised products in television. The results of the study was analyze using
ranking from highest to lowest. According to the data gathered, participants from Age 51-60 are
mostly purchased unadvertised products, where Females purchased unadvertised products than
Males. Based on status, widowed usually purchased unadvertised products than single, married,
and separated people. And a person whose work is at construction mostly purchased unadvertised
products. From the conclusion of the study, researchers recommends to have larger number of
respondents in las piñas city, larger geographic area, focus on wider scale of advertisements,
identify the Identify the significant difference between the purchasing and consumption of
unadvertised products based on age, sex, occupation, and civil status and influence of the quality,
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CHAPTER I
INTRODUCTION
Mass media refers to communication devices which can be used to interact with a large
number of audience. There are many types of mass media that most people nowadays are using,
and television is one of the most common. Many companies take this as an opportunity to
introduce and promote their products to their target customers by making commercials. The first
officially paid television advertisement in the world was aired at United States of America (USA)
on July 1, 1941. At present, television is still the most dominant advertising medium attributing
to 37% of global ad spending in 2015. High percentage of Americans in fact spent an average of
5 hours in watching television per day. Advertising products and brands into mainstream media
just like films, broadcast, and cable television programs have become a practice of business firms
and organizations (Kaylene and Petrosky). They have also learned that advertising their product
with celebrities and professionals is an effective marketing strategy to inform, persuade and
No company has become a market leader unless they allocate budget on promotional
strategies (Arshad et al., 2014), but according to Michael J. Tattersfield, the CEO (Chief Executive
Officer) of Krispy Kreme, “Everybody at the stores is a marketer,” making sense for them their
sales topping up to $1.07 billion. Advertising strategy is an indicator of what the marketer and
advertiser wants to accomplish. Brand awareness is the strength of a brand, which is also useful
in targeting a specific market on the consumers’ mind. According to Abider (2012), consumers’
purchase products that they are emotionally attached, and advertising these brands and products
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in television can raise brand awareness. Consumer buying behavior refers to the study of how
individuals make decision to spend their available resources (time, money and effort) or
consumption related aspects (what they buy? Where they buy? Or how they buy?) (Furaiji et al.,
2012). An in depth knowledge of the companies about this buying behavior can be used as a tool
to attract their target customers using the commercial advertisement. Advertising is an effective
source to influence the minds of viewers or customers leading them to buy the products.
This study aims to determine the factors that influence consumers’ buying behavior
towards unadvertised products in television. This will evaluate the response of consumers to non-
advertised products. This paper has addressed the knowledge gap results from the Previous study
that only focuses on what and how can a television advertisement affect consumers buying
product that can attract a customer and may lead or as their preference in decision making on
purchasing a product. This research study will show what other preferences affect the consumers
buying behavior towards non-commercialize product. The rationale of this study is to provide
insights about consumers’ decision making and help create or develop new and existing products
of a company. This study will also focus on providing new information and data that can help the
small and large scale businesses in creating or developing their marketing strategy and also
providing new knowledge to the consumer in factors that influence them in buying a product and
students who may use the study as their references to their future research.
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1.2 Statement of the problem
This study identify the different factors that affect and influence consumers’ buying
questions:
2. What are the factors that affect or influence the buying behavior of consumers towards
1.3 Hypotheses
1. Ho- There are no factors that affect or influence the buying behavior of consumers towards
H1- There are factors that affect or influence the buying behavior of consumers towards
2. Ho- There are factors that are considered in purchasing unadvertised products in television
H1- There are no factors that are considered in purchasing unadvertised products in
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1.4 Conceptual framework
The figure below presents the research variables and clarifies relationships among the
presented variables on this study. Commented [MM1]: Kindly edit the format of your
diagram
• Ninety (90) respondents ranging from 20-60 years old were given
INPUT survey questionnaires
• Consumer’s preference and behavior in buying unadvertised products
in television
• The study was conducted at Las Piñas City
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1.5 Significance of the study
This study gives information about the factors that influence consumers’ buying behavior
This study benefits the entrepreneurs who can use the findings as a guide to identify the
most effective and suitable strategy in establishing a business, and capturing their target buyers.
This can also help business owners that are operating small businesses or large firms in choosing
or making a good marketing strategy and segmentation, so that they can adapt to the competitive
world of business.
This study will help the employees by giving them ideas to learn how to deal with
consumer’s different behavior and by knowing and understanding the factors that affects the
This research study will also benefit those future researchers in studying consumer’s
buying behavior by giving them advance knowledge that will help them broaden their intelligence
The main purpose of the study is to determine the factors that influence consumers’ buying
behavior towards unadvertised products in television. The study focused only on the products that
are not being shown in television or products that don’t have any television commercials. This
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The researchers used the evaluation research design to conduct the study. Only 90
respondents ranging from 20 to 60 years old were given a survey questionnaire about the factors
that influence consumers’ buying behavior towards unadvertised products in television. The
researchers used random sampling technique. The locale of the study is Las Piñas City. This study
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Definition of terms
the 7Ps.
Unadvertised Products Products that are not being shown in the television.
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CHAPTER II
consumer behavior. The study of customer behavior is based on consumer buying behavior, with
the customer playing three distinct roles: user, payer and buyer. Research has shown that
consumer behavior is difficult to predict, even for experts in the field (Armstrong and Scott, 1991).
enables better understanding and forecasting not only of the subject of purchases but also of
One of the present fundamental presumptions for the consumer behavior research is the
fact, that people often buy products not because of their main function but for their subjectively
perceived value. It does not mean that products’ basic function is not important, but that the
today’s role of product exceeds its service limits (Solomon, 2004). The aim of marketing
management is to discover what goes on in the mind of the customer. There are a lot of factors
influencing consumer by decision-making process. The literature classifies and categorizes these
factors in various ways. For example, division into inner and outer factors (Koudelka, 1997), and
distinguishing three basic categories: personal, psychological and social factors (Brown, 2006),
to which Kotler (2001) adds the cultural factors as the independent category. The next group of
factors can be labelled as situational factors, which are factors forming the environment of the
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concrete decision making situation. Because the study of consumer’s buying behavior have
The involvement level, as well as other factors, affects an individual’s choice of one of
three types of consumer buying behavior: routine response behavior, limited decision making,
and extended decision making (Pride & Ferrell, 2007, pp. 177-179). A consumer uses routine
response behavior when buying frequently purchased, low-cost items that demand very little
search-and-decision effort (e.g., milk, eggs, bread or socks). Limited decision making is a
combination of an extensive purchase decision and a routine one. Consumers who participate in
this type of buyer behavior typically know what type of product they want, but are attempting to
select a brand. The most complex type of buying behavior, extended decision making, occurs
television, car or house). Consumers spend substantial amounts of time researching a large
number of potential options before they buy. Such purchases range from small (chocolate, candy,
gum) to substantially large (clothes, jewelry, art), and sometimes lead to problems such as
Dictionary, 2012). The major findings of the study indicated that the overall set of independent
variables was weakly associated with the dependent variable. However, an in-depth analysis
found that social factors, physical factors, and marketing mix elements are strongly associated
Globally, the term “marketing” is not a new phenomenon. It is known for all the
businesses. No firm can move or operate into production and consumption without putting
marketing machinery at work. Consumers tend to attain surplus, durables or non-durables, while
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making purchases to satisfy their needs. Thus, producers constantly maximize profits for their
In line with these ideas, there are factors that might influence consumer on his/her decision
making process towards the purchasing of a certain product. It’s not necessary a consumer will
buy a product, because he/she needs it. Consumer tends to have some factors that he/she looks on
a product for him/her to be able to decide whether he/she will purchase it. And these factors are
the following: the topicality of the products, quality and health issues, appearance, freshness and
the taste issues, and curiosity and prestige of the product (Koutroulou and Tsourgannis, 2011). By
these factors, consumers can easily determine if a product will be useful and will satisfy all their
needs and wants. Other factors can affect a consumers’ decision making process. According to
Rani (2014), an individual is also led by his culture, his personality, his psychological factors, and
as well as his societal environment. By identifying, understanding, and considering these ideas,
brands and businesses have the opportunity to develop its own strategy, and advertising
campaigns more accurate and efficient and in line with the needs and ways of thinking of their
target consumers. This is also a great asset to better meet the needs of its consumers, and increase
Successful companies or businesses are those who can meet the consumer’s need
economically and easily, and those who can provide effective communication system (Cutler,
1383). According to Bennett (1997), customers are trying to find goods and services desire in
reasonable ways. This sourcing process eventually causes the customers to go to a specific
resource to purchase the product. In this case, Public relation is consider as a sum of our actions
to build good relationship with the customers. (Esmailpoor, 1381). Advertising is the most
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powerful tool that the company can do to have a good communication with the customers. On this
way, the customers can easily recognize the product or service as well as the company itself.
Therefore, advertising is the one who carries out the marketing communication task (Cutler et al.,
1980).
Based on the findings of a study, it is suggested that the independent sellers must
constantly re-examine their business strategies to provide consumer satisfaction better. The
consumer expectations are constantly changing due to the dynamic nature of selling atmosphere,
including the presence of chain stores and facilities of online shopping (Eun Lee, 2008).
The concept of marketing mix was introduced by Neil Borden for the first time in 1950
(Gronroos, 1997). According to Jonathan Ivy (2008), the marketing mix is a controllable part of
marketing tools that can affect the demand, and possibly increase it. Jerome McCarthy in the early
1960s categorized the marketing mix variables into four, which are known as the Four Ps, and
these include product, price, place (distribution) and promotion (Deragi, 1386).
Gronroos (1997) stated that the four Ps concepts are accepted as a principle in different
marketing texts. As we all know, the ultimate goal of every organization is to produce product to
be welcomed by the customers. The product as the first p in the 4P’s concept has something that
is taken to the market to be noticed, sold, applied, or consumed, which is possible to satisfy a need
or desire. Product can be a physical object, service, location, organization or even an idea and
According to Vignali (2001), McDonald’s has offered its product by creating a standard
procedure that is the same in all parts of the world, which is according to the tastes and traditions
of different countries and their laws. For instance, Big Mac is served without cheese in Israel, or
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it is served in Indian McDonald's restaurants with specific types of vegetables and lamb meat.
There are also limitations on the product based on what are imposed by various religions. In this
case, we can consider that the growth of a business is based on how they present or introduce their
On the other hand, the brand differentiates the goods and services that are offered by
competitors. A good brand makes the consumer loyal. For example, consumers consider a bottle
of cologne with famous brand name, as expensive and high-quality. But if this bottle lacks any
indication of the brand, even if the scent is similar, it shall be considered as low quality
(Esmailpoor, 2001). As we can see, the value of brand name can lead to a product's reputation,
induction of high quality product to its customers, make a very strong image in the minds of
According to Shafaghizadeh (1984), the consumer identify the product through its
packaging. Package can transfer the producer's message to the buyer, and communicates and
exchanges information between them. Packaging also gives identity to the product, and protects
The other variable is product pricing. Pricing simply means determining the price for the
product or service. It is the monetary value of goods and services or the amount of benefit that
consumers particularly pay for the benefits of having or using the product or service. (Golchinfar
et al., 1985). We can conclude that the price of the product or services can affect the consumer’s
buying behavior towards the purchasing of the product. According to Vignali (2001), McDonald’s
in price marketing mix used different strategies for pricing in different countries. It used strategies
such as cost based on the target strategy, the ultimate cost plus a percentage of profit, or
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prestigious pricing. For example, a Big Mac in the United States is equivalent to 14 minutes work
of a worker a day, but in a country like Nigeria, it is equivalent to several hours of work. In this
study, we can see how product pricing is important not only to attract customers but also to the
Promotion includes all the communication tools that can deliver a message to the target
audience, and includes the following: advertising, sales promotion, public relations, sales force,
and direct marketing (Cutler, 1979). Vignali (2001) states that in the promotion marketing mix,
McDonald’s made a huge investment in advertising using reference groups and individuals who
could be models in every country. For example, McDonald’s used famous football players
(football captain, Alan Shearer) in England, and famous goalkeeper of the team (Fabian Bartez)
in France in advertising.
new uses of the product, informing the market about changes in the market price, describing how
the product is used, describing existing services, eliminating rumors, reducing the fears of
customers, and creating a positive corporate image for the company (Mohammadian, 1979).
Using informative advertising to supply the product in the market is powerful. If they have a
strong brand, it can further gain the trust and confidence of customers towards new products
(Chien, Chung, Wan, 2006). Once the product is in the maturity stage of its life curve, the goal of
the company is to make the consumer constantly thinks about the product, and then the reminding
advertising is used. For example, Coca-Cola costly advertisements in different countries are to
regularly remind the customers not to forget this brand in the case of any need. In educational
institutions and service companies such as banks and insurance companies, this method is used
(Mohammadian, 1979).
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Based on the study done by Akbari (2014), marketing mix represents the main activities
of marketing managers. After selecting a target market, marketing managers need to codify a
systematic plan to sell to their customers, and develop long-term relationships. Marketing plan
consists of decisions about product, price, promotion and place (distribution), which form a
marketing mix. These are the most important parts that marketing managers allocate company's
Advertising is a force that helps in reaching consumers across the globe (Singh et al, 2014)
and can affect the consumers’ perception and decision making in choosing the brand. Reid and
King (2003), described advertising medium as the vehicle of deliverance. Advertising is known
as a creative art of communication (Koslow et al, 2006), and serve as a promotional activity in
creating a strong image of a brand in the mind of the public (Scott & Walker, 2010).
According to Muk (2007), social factors are complex and multifaceted because it involves
individuals and collectivist cultures. Taylor et al. (2010) said that within the area of consumers,
research indicates that religious affiliations and religiosity level influence the decision making
and purchasing behavior of a consumer. Zu’bi et al. (2008) claimed that in terms of family
interaction, parents and children influence each other. The importance of cultural influence (social
factors) on consumer decision making is extensively covered in the literature (Radford et al.,
1993), and shows that culture is significant in individual decision making, affecting individual’s
attitude, norms and other cognitive process (e.g. perception), intention and behavior. Thus, the
understanding of culture and the differences is considered a prerequisite for successful advertising
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Consumers personality variables can be defined as person's nature such in occupation,
education level, areas of residence or status that seek to fulfill or to satisfy one-self ( Elliot et al.,
2000; Henry, 2005; 2006). One way of expressing that self-fulfilled image is through the
consumption of products (Firat et al., 1995), which is based on the consumer’s perception of
attributes. The components of self or personal concept, according to Souiden and Diagne (2009),
include physical, psychological, and social attributes. There are varying factors that impact
consumer perception and reaction such as consumers’ varied personalities, the surrounding
environment, unforeseen circumstances, and the culture. Thus, it is imperative for marketers and
advertisers to be vigilant and robust in making changes when needed, and being mindful of what
The age of a person has a great impact on its decision when it comes on purchasing
products. As a person's age alter over time they tend to change their habit in buying goods and
products, (e.g., a little girl's decision alter as her age change as time continuously passed by, her needs
and wants mainly depends on the things that can suit on her age.) One of the personal factors that
influences the buying behavior of a consumer is their profession or the occupational prestige that
they gained. They are buying goods that they can use on their jobs or can be suitable for
occupational use. Educational level is also a factor that affects the behavior of a customer, its
etiquette, values and tastes in terms of buying something. A person who had gained more
education means that he or she is well-paid and has a high occupational status in society.
A person's buying behavior also depends on the income that they are gaining, if their
income is sufficient enough or not enough in buying or providing their needs and wants. Economic
situation can influence consumer's behavior in purchasing goods. A person who has a high status
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in society and has a high income and savings can buy expensive products, while a person who has
low income and savings will tend to buy cheaper products to survive each day.
Lifestyle is also a factor that greatly affects the purchasing decision of a person. Lifestyle
refers to the ways of how a person lives in the society or how he/she interacts with other people.
A person's demand depends on his/her interests and opinions. Personality changes from person to
person, time to time, and place to place. A person's way of behaving that is uniquely different
with others can greatly affect the consumer's buying behavior such as their styles, interests and
The consumer’s buying behavior choices are further influenced by four major
psychological factors. These include the following: Perception, Motivation, Attitudes, and
Learning.
A. Perception
In the process of information and consumer’s decision making, perception plays a major
role. It is where the consumer starts to get exposed, pay attention to marketing stimuli, and ends
According to Evans et al. (2009), perception is the sequence of consumer’s exposure and attention.
Exposure
The exposure with the use of media can be a concern for a marketer, because this allows
the consumers to select what they like to watch, listen or read. Consumers have the will to avoid
being exposed to advertisements that they don’t like to watch on by means of zipping, zapping
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and muting. This ad avoidance has become a global phenomenon and seems to be increasing as
ads are taking up the space of the interest in TV and radio (Vainnika, 2015). The experience of a
person determines how much exposure to a certain the perceptual filter and impact. It is very Commented [MM2]: Revise this statement. Unclear
important for the marketers to understand the nature of perception to effectively communicate
Attention
The consumer has limited time to receive and grasp messages through TV and print that
makes it ranked below the internet which is consider as the most effective way to influence in
advertising. Since internet is very accessible for the netizen, it becomes so easy for them to read,
reviews and compare the product. In order to gain attention from this generation, it is also
suggested that TV advertising should do better, creative and attractive ways, as well as contain
B. Motivation
Consumers purchase any good as a result of certain mental and economic forces that create
desires or wants that they know they can be satisfied by the goods offered for purchase. According
to Freud’s theory, a person buying decisions are influenced by subconscious motives that even
the buyer may not fully understand (Gianie Abdu, 2013). It makes it more important for the
marketers to study and analyze consumers motivation, which is a drive or an urge for which an
individual seeks for a satisfaction. Consumers are goal seekers who get satisfied by a purchase
and consumption of needs, which are motivational element behind purchase (Chowdhurry and
Hossain, 2010)
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C. Attitude
processes to evaluate an object of thoughts and responses in a certain way (Hawkins and
consisted of three elements that include cognitive (belief), affective (feelings), behavioral
C. Learning
It is what we learned from our earlier experience that seeks to maintain balance or
consistency by relating to and interpreting new stimuli in terms of past or learned stimuli (Blythe,
2008). Learning theory of marketers states that in order to build demands for a product, it must
be associated with strong drives, with the use motivating cues, and with the same drives as
competitors is providing similar cues. Since buyers are more likely to transfer loyalty to similar
brands then to dissimilar ones (Lamb et al., 2010). A drive is a strong internal stimulus that calls
for action. A drive becomes a motive when it is directed toward a particular stimulus effect. When
consumers tend to decide which product they shall buy, they might respond to cues. Cues are
minor stimuli that determine when, where, and how the person responds (Gianie Abdu, 2013).
Culture is crucial when it comes to understanding the needs and behaviors of individuals.
Cultural trends or Bandwagon effect are defined as trends widely followed by people and which
are amplified by their mere popularity, and by compliance with social pressures. The membership,
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group of individuals or social groups to which he/she belongs, can influence consumer buying
Every individual has different sets of habits, beliefs and principles, which he/she develops
from his family status and background. What they see from their childhood becomes their culture.
People from upper class generally have a tendency to spend on luxurious items such as expensive
gadgets, cars, dresses, and other stuffs. You would hardly find an individual from a lower class
spending money on high-end products. A person who finds it difficult to make ends meet would
rather prefer spending on items necessary for survival. Individuals from middle class segment
generally are more interested in buying products which would make their future secures
(Management Study Guide, 2008). The set of basic values, perceptions, wants and behaviors are
"learned" by a consumer from their families and other important social institutions. Culture is the
Marketing, it is the key in all business since it is the secret to success in all business.
Marketing covers promotion, public relation, advertising and sales. It is the process to promote
their products and services to the market, and to the customer. In order for a company to sell its
business, and to obtain an income, it has to get others to buy what it has to offer it. As these
promoting strategies generate these days, marketers and companies tend to use different ways to
sell their products and services such as advertising, personal selling, sales promotion and
publicity. Online or Offline, marketing make possible to every people or customers who want to
avail it.
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Information are disseminated by non-personal means, which is TV commercial, who uses
certain people for entertainment. Newspaper ads, creates detailed information by adding creative
taglines to catch the eye of the consumers. Online marketing also generate nowadays. There are
websites, blogs or any other sources to promote and to advertise. Print ads, such as flyers,
brochures, leaflets, etc., a small handbill advertising an event or a product. Another kind of
marketing strategy is personal selling, also known as the face-to-face promotion, wherein it has a
live contact between the seller and the buyer. Sales promotion is a wide variety of activity which
stimulate consumer and dealer effectiveness such as coupons, contests, freebies, and other
activities like the "buy one get one free" customer loyalty programs. And publicity, which is the
Social media has a wide coverage of information, where everything can be seen by public
and a large number of population (Tuten and Ashley, 2000). The purpose of each strategy is to
attract more customers and buyers, and to gain their trust and loyalty. As they do these purposes,
they are also promoting and selling themselves. Rising businesses have different strategies on
how people will know their products, and on how they will promote it.
2.4 Advertising
to buy a certain product (Kumar and Raju, 2013). Most of the people living today have access on
technologies, and know how to use devices such as smartphones, laptops, computers and
televisions. And within these devices, we can see millions and millions of advertisements
spreading today. It is either written on a formal or non-formal way, colorful or not, plain or catchy.
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Of all the marketing weapons, advertising is renowned for its long lasting impact on
viewer’s mind, as its exposure is much broader. Advertising is a subset of promotion mix, which
is one of the 4P’s in the marketing mix. As a promotional strategy, advertising serves as a major
tool in creating product awareness in the mind of a potential consumer to take eventual purchase
decision. Advertising, sales promotion and public relations are mass-communication tools
available to marketers. Advertising through all media influence audiences, but television is one
of the strongest medium of advertising due to its mass reach. It can influence not only the
individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the
`Advertising plays an interesting role in purchasing of products or goods, and become the
lifeblood of marketing in recent decades. It is one of the ways in which we get into goods.
Advertising is dated back to the Christian era. One of the first known methods of
advertising was outdoor signs, wherein they would paint on the wall of a building that is very eye
catching. Archaeologists have found signs in the ruins of ancient Rome and Pompeii, which
advertised travelers to go to a tavern situated in another town. In around 1440's, there was an
invention of a movable-type of advertising, which is a printing press. In the 16th century, some
companies had a trade mark which was a two or three dimensional picture or sign. In both volume
and technique, advertising has made its greatest advances in the U.S. In the early stages of U.S.
advertising, it was hard and expensive to advertise nationally, because the U.S. was still
undeveloped and there was little or no means of transportation, distribution, and communication.
Eventually, certain type of manufactures thought of the idea of bypassing wholesalers, retailers
surrounding the ever-increasing globalization of business. However, in the last decade, there were
fewer international advertising articles in the highest ranked marketing and advertising journals.
The authors investigate 198 empirical international advertising articles from the leading journals
responses to marketing efforts and strategies have long been recognized to vary across people of
different countries (Stridsberg, 1962). Among global marketing topics, international advertising
has maintained a strong volume of research (Jeannette and Hennessey, 1992), and has covered a
myriad of issues. Specifically, international advertising has a history of over 40 years dedicated
to understanding the differences in practices and results in cross cultural advertising (Zinkhan,
1994). Overall prescriptive advice for the field and specific recommendations based on topical
areas within international advertising are presented. These are targeted at reversing the precipitous
According to Taylor (2002), there have been a significant number of empirical studies
published in the past two decades on international advertising. The volume of literature and
advertising research. In spite of a long and extensive history, some authors suggest literature in
this domain has fallen short in advancing theoretical knowledge. According to Blech and Blech
(2012), one of the primary focuses of advertisements is to influence the behavior of customers.
However, this influence of behavior does not only represent swaying consumers to buy products.
By using specific images and specific people, advertisements can create needs and faults
consumers never knew they had. There are several social and ethical criticism of advertising,
including how it can be untruthful and deceptive towards consumers. While deception is based on
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how the consumer perceives the ad, marketers knowingly and deliberately include specific factors
Advantages
TV Advertising is one of the effective sources to influence the mind of the viewers, and it
expose them to a certain product or service (Rehman et al., 2014). Advertising is presented in
non-personal ways, and it is also the main idea that leads to purchase intention. Advertisers and
business firms main purpose of making advertisement is to maximize the spreading of information
to their target market and consumer so that their product or service will be popular. Hierarchy of
Effects Model, which is composed of awareness, interest, desire and action, is often used to
determine the effectiveness of an advertisement (Cavill and Bauman, 2004: Grover and Vrienes,
2006).
An advertisement can create awareness of a certain product or service, and this awareness
is a cognitive stage to attract consumers, and is the first step of communication process.
manufacturer and his product to the people. Repeated advertising and better quality of products
bring more reputation for the manufacturer, and enhances goodwill for the concerned, which will
Advertisement aims to create interest among the target viewers, and the continuous
exposure to this advertisement will retain in the memory of the viewer each quality, the
effectiveness, the price, and how convenient to use the product. This memory can influence the
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The third step of the Hierarchy of Effects Model is desire, which deals with the aspiration
to buy a product or service. If the advertisement leads the target consumer to desire for that certain
product, then it will be more effective to try to give greater exposure of the product to the
consumers.
The fourth stage of the Hierarchy of Effects Model is action on the part of the consumer,
which is the actual purchase of the product or service. The consumer is now ready to pay for the
product to fulfill their intense desire for a particular product or service. On this stage, business
firms or the sellers can give some incentives to the consumer to buy again their product.
Aside from the Hierarchy Model of Effects, advertisement is also helpful for the business,
because it also expand the market. Some of those who are not one of the target market can be
attracted to the advertisement, and may purchase and try the product. Advertisement facilitates mass
production and increases the volume of sales because it gives more reason for a customer to buy a
product that’s why companies usually need to invest large money to their advertisements. In other
words, sales can be increased with additional expenditure on advertising, and with every increase
Disadvantages
The Hierarchy of Effects Model of Advertising (Cavill and Bauman, 2004) states that
consumers are exposed to advertising that leads to cognition such as memory about the product
and the brand which will later leads to attitudes. As the market is surplus with several products or
services, many companies make similar functional claim, so it becomes extremely difficult for
companies to differentiate their products or service based on functional attributes alone, While if a
business or a firm make an advertise that could attract their customers this advertisement will only be
29
on the memory of a consumer for a short period of because there will be more catchy advertise that will
come up in the market, because of this companies always have to invest in their promotional activities
to ensure that their product and brand will always be in consumers mind. Advertising results in
increased expenses for the company, because all modes of advertisement such as radio, television,
and internet are expensive. Advertising is not a one-time measure rather it is a continuous process
on which the company has to spend every year, which in turn results in pressure on the profits of
the company. Hence, if advertising is not achieving the desired increase in sales figure of the
company, then it is an unnecessary expense for the company in keeping individuals interest on
their product.
2.4.3 Advantage and disadvantage of unadvertised products in the market Commented [MM3]: Kindly add more info about the
advantage and disadvantage of unadvertised products in the
market.
Nowadays, television advertising is popular. Television occupies a significant part of
our lives. This is the reason why television advertising is the most powerful means of influencing
conceptual objects. Before consumers can be affected by advertising messages, they need to pay
attention first. For effective advertising, attention is a necessary ingredient. The market for
consumer attention (or “eyeballs”) has become so competitive that attention can be regarded as a
currency. The rising cost of this ingredient in the marketplace is causing marketers to waste money
on costly attention sources or reduce their investment in promoting their brand (Teixeira, 2013).
Advertising can be very expensive. Some of its types such as ads in the newspaper or
on the radio do not require much money, where other forms of advertising, such as television,
30
Advertising distribution becomes more and more standardized and automatic.
Advertisers who plan to build a unique brand presence need to spend a great amount of time to
please the buyer with the content of analogues and billboards and also to have a big number of
intermediary that place like commercials. The complexity level of technology is extremely high
today, so advertisers can ask for their commercial to appear in certain moments of day, to select
companies multi-billion profits. However, for any transaction it aimed to have a commercial
success. And when it succeed it becomes more and more costly (Frolova, 2014). Therefore,
businesses who don’t have such advertisement of products to broadcast do not spent too much
Consumers’ actions and reactions are always on the basis of their perceptions, which are
usually not formed on the reality. Reality for every individual is completely a personal
phenomenon, which is based on individual needs, experiences, values and wants. Perception is
the process through which a person selects, organizes and understands stimuli into a significant
and a rational picture of the globe. It is made by the advertisement (Schiffman et al., 2010).
The disadvantage of unadvertised products is that people are not aware of a new certain
product and brand. The market did not inform the consumers about the benefits of the product
resulting to lack of information and knowledge. Thus, customers are not well encouraged to try
resources on products, rather than the needs of customers. The result is likely to be a product
31
that may lead competitors in terms of features and performance but has little appeal to the
market. The revenue from the new product is therefore unlikely to cover the costs of
One of the disadvantage of unadvertised products is that consumers rely on their own
knowledge and information they have about the quality of a particular brand of product. If the
products are unadvertised even though it has good qualities, unique features, and obvious selling
32
CHAPTER III
METHODOLOGY
This study is a quantitative research that used evaluation research design method to assess
the factors that influence consumers’ buying behavior towards unadvertised products in
television.
The responses of the consumers were considered as variables in identifying the consumer
This study used random sampling in selecting respondents from Las Piñas City. A total of
ninety (90) consumers from Las Piñas City were selected randomly as respondents of this study.
Survey questionnaires were given to respondents to determine the factors that influence
their buying behavior towards unadvertised products in television. The survey questionnaire was
categorized into five parts: marketing mix, personal, social, psychological, and cultural factors. A
33
five-point Likert scale survey (5 = Strongly Agree, 4 = Agree; 3 = Undecided, 2 = Disagree; and
Permission to conduct the study was secured on each barangay by submitting a formal
The data gathered were statistically summarized, tabulated, and analyzed. Statistical
mean, percentages, and standard deviation were computed using Microsoft Excel. The responses
on the five-point Likert scale of each survey questions were descriptively presented as
34
CHAPTER IV
The gathered data from the consumers are categorized and utilized for the discussion and
interpretation of each table presented on this chapter regarding the buying behavior of the
consumers towards unadvertised products on television. This chapter focuses on the main areas
of the study, the factors that influence the consumers buying behavior, namely; (a) marketing mix,
(b) personal factor, (c) social factor, (d) psychological factor, and (e) cultural factor.
AGE SEX
A B
OCCUPATION STATUS
2%11%
19% 9%
17%
9% 2% 6%
9%
14% 10% 50%
42%
Transportation Others
Education Government
Housewife Food and Services
Business Unemployed
Construction Single Married Separated Widowed
C D
35
FIGURE 1. Demographic Profile: A. Age, B. Sex, C. Occupation, D. Civil Status
Figure 1. (A) Shows the percentage of each age ranging from 20-30, 31-40, 41-50, and
51-60. As we can see on the graph most of our respondents are 41-50 year old while the lowest
percentage are the participants with the age of 51-60. On the figure 1. (B) We can see the
percentage between the male and female respondents of our study, where we can observed the
most of our respondents were female. Figure 1. (C) shows the occupation of the participants
categorized as; (a) transportation, (b) others, (c) education, (d) housewife, (e) food and services,
(f) business, (g) unemployed, and (h) construction. Where most of our respondents are
unemployed leading them to have the biggest part on the graph. The last figure; figure 1. (D)
Shows the civil status of our respondents. Half of them were single, while the others are married,
both male and female. The graph also shows the percentage of the separated respondents which
is the lowest, as well as the widowed in both male and female.
36
20-30 31-40 41-50 51-60
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 3.58 0.27 AGREE 2 3.53 0.45 AGREE 2 3.86 0.33 AGREE 1 3.8 0.64 AGREE 1
B. Personal Factor 2.26 0.27 NEUTRAL 5 2.48 0.61 DISAGREE 4 2.34 0.38 DISAGREE 4 2.72 0.63 NEUTRAL 4
C. Social Factor 2.84 0.18 NEUTRAL 4 2.44 0.19 DISAGREE 5 2.22 0.22 DISAGREE 5 2.52 0.32 NEUTRAL 5
D. Psychological Factor 4.06 0.32 AGREE 1 3.88 0.45 AGREE 1 3.8 0.33 AGREE 2 3.78 0.50 AGREE 2
E. Cultural Factor 3.17 0.59 NEUTRAL 3 2.67 0.23 NEUTRAL 3 3.07 0.15 NEUTRAL 3 3.2 0.85 NEUTRAL 3
Table 1 shows the result conducted about the effects of age in consumers’ buying behavior
towards unadvertised products in television. The data gathered from the participants with the age
of 20-30 years old shows that they are highly affected with the idea of purchasing unadvertised
product based on their need and wants which is under psychological factor. As an adult, the
individual takes a firmer place in society, usually holding a job, contributing to community and
maintaining a family and care of offspring, also in this stage of life the human start fulfilling their
dreams as they are turning into the real world and maturity stage, leading them to be practical in
purchasing unadvertised products that matches the findings of Agago et al (2015) which state that
when the age of a person alter over time their decisions also tend to change, their needs and wants
varies from what can suit on their age. Businesses that successfully leverage these needs will
motivate consumers to buy their products. The more basic the need, the greater the priority it
assumes in driving consumers to fulfill it. The table also shows the data gathered from the
participants with the age of 31-40 years old, the highest mean gathered shows that the participants
is highly influence with psychological factor, specifically the idea of purchasing unadvertised
37
product based on their experience. In this case we can say that when the consumer turns to the
age of 31-40 years old they already have the enough experience to verify what product to
purchase. On the other hand the data gathered from the participants with the age of 41-50 years
old, shows that they completely agreed with the idea of purchasing unadvertised product under
marketing mix. If we are going to look at the data gathered from the participants with the age of
51-60 years old we can see that they both consider the same factor, from this, we can say that
when the consumers turned to this ages they would probably choose a product based on its quality
regardless of its brand and price, as far as we concerned they are more practical due to their
FEMALE MALE
Table 2 shows the effect of gender in consumers’ buying behavior towards unadvertised
products in television. The highest rank gathered will lead us to gather the most influential factor
that affect female consumers, wherein we can see at the table that they completely agreed with
the idea of considering their psychological factor in purchasing unadvertised product. This result
38
shows what is expectedly to become an outcome where participant would agree in considering
their needs and want before purchasing non-advertised product. Under male participants the data
gathered shows that they are also being influence with psychological factors stating that they
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing
3.42 0.25 NEUTRAL 2 3.46 0.15 NEUTRAL 1 3.65 0.53 AGREE 2 3.76 0.25 AGREE 1.5 3.54 0.22 AGREE 3
Mix
B. Personal
3.1 0.37 NEUTRAL 4 2.78 0.31 NEUTRAL 5 4.4 0.42 AGREE 1 3.12 0.38 NEUTRAL 5 3.49 0.15 NEUTRAL 4
Factor
C. Social Factor 3 0.17 NEUTRAL 5 3.12 0.37 NEUTRAL 4 3.6 0.42 AGREE 3 3.36 0.17 NEUTRAL 4 3.56 0.11 AGREE 2
D. Psychological
3.62 0.18 AGREE 1 3.39 0.24 NEUTRAL 2 3.3 0.45 NEUTRAL 4 3.76 0.15 AGREE 1.5 3.45 0.07 NEUTRAL 5
Factor
E. Cultural
3.37 0.12 NEUTRAL 3 3.3 0.1 NEUTRAL 3 2.5 0 DISAGREE 5 3.7 0.35 AGREE 3 3.6 0.17 AGREE 1
Factor
39
EDUCATION BUSINESS GOVERNMENT UNEMPLOYED
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 3.59 0.21 AGREE 1 3.62 0.25 AGREE 3.5 3.75 0.36 NEUTRAL 2 3.66 0.16 AGREE 2
B. Personal Factor 3.46 0.09 NEUTRAL 4 3.64 0.30 AGREE 2 3.16 0.40 NEUTRAL 4 3.28 0.19 NEUTRAL 5
C. Social Factor 3.42 0.11 NEUTRAL 5 3.62 0.26 AGREE 3.5 3.02 0.40 NEUTRAL 5 3.37 0.17 NEUTRAL 4
D. Psychological Factor 3.58 0.13 AGREE 2 3.48 0.15 NEUTRAL 5 4.02 0.51 AGREE 1 4.12 1.33 AGREE 1
E. Cultural Factor 3.47 0.06 NEUTRAL 3 3.71 0.19 AGREE 1 3.39 0.40 NEUTRAL 3 3.57 0.15 AGREE 3
Table 3 shows the results conducted about the effect of occupation in consumers’ buying
behavior towards unadvertised products in television. The data gathered from the participants
under transportation states that they highly agree in considering psychological factor in
purchasing unadvertised products with the mean of 3.62 while social factor is the least to consider
in purchasing unadvertised products. This table also shows that participants who are considered
as housewives more likely purchased unadvertised products under marketing mix with the highest
mean of 3.42 that validate the study according to Ahmed et al (2016) that housewives are influence
by the price and variety of the product they choose to purchase. While the highest mean gathered
from the construction participants are found under personal factor with the mean of 3.1 states that
they mostly considered their budget, occupational needs, knowledge, age and interests in
purchasing unadvertised products. Supported by the study of Ramya et al (2016) that the income
expectation is the determinant of the buying behavior of a consumer if he will expect to have
40
lower income he will lessen his expenses. While other occupation agree about considering
marketing mix and psychological factor in purchasing unadvertised products with the highest
mean of 3.76. In food and services industry, cultural factor highly affects their behavior in
purchasing unadvertised products also according to Durmaz (2014) l were in family is considered
as the main source of perception on what to buy. On the next table we can see the data gathered
from the participants under education. It shows that marketing mix has the highest rank with the
mean of 3.59 which states that they completely agree with the idea of considering marketing mix
in purchasing unadvertised products. On the other hand, participants under business industry
considered cultural factor with the highest mean of 3 in purchasing unadvertised products also
according to Ramya et al 2016 that culture greatly affect the buying behavior because this
determines the buying pattern of the consumer. The unemployed participants and the participants
under government shows that they are influenced by the Psychological factor stating that they are
completely agreed with the idea of purchasing unadvertised product considering its perceptions,
41
MARRIED SINGLE WIDOWED SEPARATED
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 2.97 0.26 NEUTRAL 4 3.16 0.28 NEUTRAL 2 3.94 0.56 AGREE 1 3.4 0.70 NEUTRAL 2
B. Personal Factor 3.4 0.16 NEUTRAL 2 2.87 0.10 NEUTRAL 3 2.36 0.68 DISAGREE 4 3.3 0.45 NEUTRAL 3
C. Social Factor 3.18 0.20 NEUTRAL 1 2.62 0.04 NEUTRAL 5 2.24 0.38 DISAGREE 5 3 0.61 NEUTRAL 4
D. Psychological Factor 2.98 0.27 NEUTRAL 3 3.54 0.27 AGREE 1 3.76 0.41 AGREE 2 4 0.71 AGREE 1
E. Cultural Factor 2.8 0.1 NEUTRAL 5 2.8 0.4 NEUTRAL 4 3.07 0.58 NEUTRAL 3 2.83 0.29 NEUTRAL 5
Table 4. Shows the data gathered about the effects of civil status in consumers’ buying
participants highly consider the social factors in purchasing unadvertised products. They are
greatly affect by their family, friends and trusted people in buying unadvertised products, while
least consider the cultural factor. Single and separated participants are greatly influence by their
own interest and own perspective that is under psychological factor. The single people least
consider the social factor and the separated people least consider the cultural factor. While
widowed participants are greatly affect by marketing mix, where price, place are highly consider
in purchasing unadvertised products. And like single people, widowed people least consider the
social factor.
42
CHAPTER V
SUMMARY
Unadvertised products are the products that are not being shown in the television, not
being advertised in radio or in any print ads. This study aims to know the factors that influence
consumers’ buying behavior toward unadvertised products in television. This study utilized
quantitative data gathering method in order to satisfy the objectives of the study. The finding of
the study highlight the factors (marketing mix, personal factor, social factor, psychological factor,
cultural factor) that can affect consumers in buying an unadvertised products in terms of age, sex,
status and occupation. Questionnaires are given to 90 consumers that have enough knowledge in
unadvertised products that have 35 questions each.
The study find out that in terms of gender; male purchase unadvertised products
considering their experience while female consider the quality of the products. In status, single
people consider the price in buying unadvertised products, married people consider their budget,
widowed people consider the quality and the separated people consider the market place in
purchasing unadvertised products. In ages, 21-30 purchase unadvertised products based on their
needs and wants, 31-40 based on the product quality as well as ages from 41-50 and 51-60. In
occupation, transport group buy unadvertised products based on their own perception, education
group based on the product packaging, government group based on the product quality, their
observation, awareness and understanding, housewife consider the brand name, food and services
group based on their values, interest and also the artistic design of the product, business group
consider the market place, unemployed based on their needs and wants, constructions based on
the product price and others consider the packaging, the availability and their interest and values.
The general attitude of the consumers towards of purchasing unadvertised products was
either positive, negative or neutral.
43
CONCLUSION
Upon analyzing the data, the following are the draw conclusions in the study:
1. Marketing mix, personal, social, psychological and cultural are the factors that influence
consumers in purchasing unadvertised products.
4. Based on status, widowed usually purchased unadvertised products than single, married, and
separated people.
RECOMMENDATION
44
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Appendix A: Questionnaire for participant of the survey
Las Piñas City National Senior High School – Doña Josefa Campus
Las Piñas City National Senior High School – Doña Josefa Campus
Doña Josefa Avenue Almanza Uno, Las Piñas City
Doña Josefa Avenue, Doña Josefa Subdivision, Almanza I, Las Piñas City
buying behavior towards non-advertised products. The researchers will be grateful to your at
Practical Research II
most cooperation. Any information obtained in connection with this study will remain
Submitted by:
confidential.
Age:_______________________________
Leonardo G. Cosio Civil
Kimberly Status:_________________________
Omboy
Directions: Encircle the options on the right side of each item. The options 5,4,3,2,1 represents
Grade 12 ABM-1
the following answers.
A.Y. 2017-2018
3= Undecided
2= Disagree
1= Strongly disagree
54
A. Marketing Mix
B. Personal Factors
C. Social Factors
55
3. I purchased unadvertised products because a lot of people has using
5 4 3 2 1
it.
4. I purchased unadvertised products based on my interaction with
5 4 3 2 1
other people.
5. I purchased unadvertised products based on the recommendations of
5 4 3 2 1
trusted people.
D. Psychological Factors
56
Appendix B: Tables
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 3.58 0.27 AGREE 2 3.53 0.45 AGREE 2 3.86 0.33 AGREE 1 3.8 0.64 AGREE 1
B. Personal Factor 2.26 0.27 NEUTRAL 5 2.48 0.61 DISAGREE 4 2.34 0.38 DISAGREE 4 2.72 0.63 NEUTRAL 4
C. Social Factor 2.84 0.18 NEUTRAL 4 2.44 0.19 DISAGREE 5 2.22 0.22 DISAGREE 5 2.52 0.32 NEUTRAL 5
D. Psychological Factor 4.06 0.32 AGREE 1 3.88 0.45 AGREE 1 3.8 0.33 AGREE 2 3.78 0.50 AGREE 2
E. Cultural Factor 3.17 0.59 NEUTRAL 3 2.67 0.23 NEUTRAL 3 3.07 0.15 NEUTRAL 3 3.2 0.85 NEUTRAL 3
FEMALE MALE
57
TRANSPORT HOUSEWIFE CONSTRUCTION OTHERS FOOD AND SERVICES
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing
3.42 0.25 NEUTRAL 2 3.46 0.15 NEUTRAL 1 3.65 0.53 AGREE 2 3.76 0.25 AGREE 1.5 3.54 0.22 AGREE 3
Mix
B. Personal
3.1 0.37 NEUTRAL 4 2.78 0.31 NEUTRAL 5 4.4 0.42 AGREE 1 3.12 0.38 NEUTRAL 5 3.49 0.15 NEUTRAL 4
Factor
C. Social Factor 3 0.17 NEUTRAL 5 3.12 0.37 NEUTRAL 4 3.6 0.42 AGREE 3 3.36 0.17 NEUTRAL 4 3.56 0.11 AGREE 2
D. Psychological
3.62 0.18 AGREE 1 3.39 0.24 NEUTRAL 2 3.3 0.45 NEUTRAL 4 3.76 0.15 AGREE 1.5 3.45 0.07 NEUTRAL 5
Factor
E. Cultural
3.37 0.12 NEUTRAL 3 3.3 0.1 NEUTRAL 3 2.5 0 DISAGREE 5 3.7 0.35 AGREE 3 3.6 0.17 AGREE 1
Factor
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 3.59 0.21 AGREE 1 3.62 0.25 AGREE 3.5 3.75 0.36 NEUTRAL 2 3.66 0.16 AGREE 2
B. Personal Factor 3.46 0.09 NEUTRAL 4 3.64 0.30 AGREE 2 3.16 0.40 NEUTRAL 4 3.28 0.19 NEUTRAL 5
C. Social Factor 3.42 0.11 NEUTRAL 5 3.62 0.26 AGREE 3.5 3.02 0.40 NEUTRAL 5 3.37 0.17 NEUTRAL 4
D. Psychological Factor 3.58 0.13 AGREE 2 3.48 0.15 NEUTRAL 5 4.02 0.51 AGREE 1 4.12 1.33 AGREE 1
E. Cultural Factor 3.47 0.06 NEUTRAL 3 3.71 0.19 AGREE 1 3.39 0.40 NEUTRAL 3 3.57 0.15 AGREE 3
58
MARRIED SINGLE WIDOWED SEPARATED
Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank
A. Marketing Mix 2.97 0.26 NEUTRAL 4 3.16 0.28 NEUTRAL 2 3.94 0.56 AGREE 1 3.4 0.70 NEUTRAL 2
B. Personal Factor 3.4 0.16 NEUTRAL 2 2.87 0.10 NEUTRAL 3 2.36 0.68 DISAGREE 4 3.3 0.45 NEUTRAL 3
C. Social Factor 3.18 0.20 NEUTRAL 1 2.62 0.04 NEUTRAL 5 2.24 0.38 DISAGREE 5 3 0.61 NEUTRAL 4
D. Psychological Factor 2.98 0.27 NEUTRAL 3 3.54 0.27 AGREE 1 3.76 0.41 AGREE 2 4 0.71 AGREE 1
E. Cultural Factor 2.8 0.1 NEUTRAL 5 2.8 0.4 NEUTRAL 4 3.07 0.58 NEUTRAL 3 2.83 0.29 NEUTRAL 5
59
Appendix C: Raw Data Collected
AGE FREQUENCY
20-30 40
31-40 27
41-50 20
51-56 3
SEX
F 54
M 36
CIVIL STATUS
Single 45
Married 38
Separated 2
Widowed 5
OCCUPATION
Transportation 10
Others 8
Education 8
Government 8
Housewife 9
Food and Services 13
Business 15
Unemployed 17
Construction 2
60
Table 6. Frequency of Sex
SEX
FEMALE MALE
MARKETING MIX 5 4 3 2 1 5 4 3 2 1
Q1 22 10 5 6 11 8 8 12 4 4
Q2 23 16 6 8 1 10 10 8 2 6
Q3 15 18 5 12 4 3 12 13 0 8
Q4 18 16 6 6 8 2 10 19 3 2
Q5 8 14 14 9 9 2 10 6 5 13
Q6 8 14 14 9 9 3 2 9 14 8
Q7 6 15 13 14 6 2 4 11 17 2
Q8 9 25 0 12 8 3 10 0 17 6
Q9 16 11 11 16 0 3 5 7 3 18
Q10 16 16 12 2 8 4 5 17 4 6
PERSONAL FACTOR
Q1 2 4 18 13 17 3 0 4 16 13
Q2 8 7 7 16 16 4 2 8 19 3
Q3 4 3 2 26 19 1 2 4 14 15
Q4 0 0 20 14 20 0 0 6 11 19
Q5 0 0 16 17 21 0 0 6 21 9
SOCIAL FACTOR
Q1 1 0 14 29 10 0 0 9 19 8
Q2 0 2 18 13 21 0 1 11 15 9
Q3 1 2 16 20 15 0 1 3 26 6
Q4 0 0 18 30 6 0 1 6 23 6
Q5 0 0 17 11 26 0 0 6 11 19
PSYCHOLOGICAL FACTOR
Q1 8 18 19 9 0 3 8 12 3 10
Q2 27 7 11 9 0 10 8 5 10 3
Q3 17 18 2 8 9 11 10 4 11 0
Q4 7 24 3 11 9 3 9 11 7 6
Q5 2 22 23 3 4 9 5 3 10 9
CULTURAL FACTOR
Q1 0 4 21 10 19 0 4 5 23 4
Q2 6 13 12 3 20 2 0 8 19 7
Q3 9 10 13 7 15 3 2 2 11 18
61
Table 7. Frequency of Status
STATUS
MARRIED SINGLE WIDOWED SEPARATED
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 10 12 4 10 2 16 9 7 12 1 3 1 0 1 0 0 1 0 1 0
Q2 10 12 3 5 8 11 11 15 8 0 4 1 0 0 0 0 1 1 0 0
Q3 4 13 3 6 12 6 19 7 12 1 1 1 2 1 0 0 0 1 0 1
Q4 4 11 7 11 5 6 14 11 12 2 2 2 1 0 0 0 2 0 0 0
Q5 8 9 9 1 11 4 8 14 18 1 1 1 2 1 0 1 1 0 0 0
Q6 5 6 11 4 12 5 6 14 19 1 1 1 2 1 0 0 0 2 0 0
Q7 5 7 12 3 11 4 6 9 24 2 1 1 3 0 0 1 0 1 0 0
Q8 4 11 6 5 12 5 18 3 18 1 1 2 0 2 0 1 0 0 1 0
Q9 5 8 13 2 10 5 11 10 16 3 4 0 1 0 0 1 0 0 1 0
Q10 6 8 12 5 7 5 15 6 15 4 3 1 1 0 0 0 0 2 0 0
PERSONAL FACTOR
Q1 3 15 8 12 0 1 12 14 16 1 0 3 1 1 0 1 0 0 1 0
Q2 10 14 6 4 4 4 5 18 16 2 1 0 0 3 0 0 1 1 0 0
Q3 5 17 11 3 2 2 11 18 6 8 1 0 0 4 0 1 0 0 1 0
Q4 9 12 3 11 3 6 9 12 9 9 0 0 1 4 0 0 1 0 0 1
Q5 9 10 8 7 4 5 6 8 21 5 0 0 1 1 3 1 0 0 1 0
SOCIAL FACTOR
Q1 2 15 8 7 6 3 6 10 17 8 0 0 1 4 0 0 0 1 1 0
Q2 9 12 8 5 4 5 6 11 12 10 0 0 1 1 3 0 1 0 0 1
Q3 4 12 9 7 6 3 9 7 16 9 0 0 3 2 0 1 0 1 0 0
Q4 8 12 3 10 5 3 7 8 18 8 0 0 2 3 0 0 0 2 0 0
Q5 8 10 6 10 4 3 6 10 17 8 0 0 2 3 0 0 1 0 1 0
PSYCHOLOGICAL FACTOR
Q1 3 8 13 4 10 9 15 12 2 6 1 2 2 0 0 0 2 0 0 0
Q2 10 10 8 4 6 24 6 6 2 6 3 1 1 0 0 2 0 0 0 0
Q3 9 7 8 3 11 10 23 1 7 3 2 2 0 0 1 0 2 0 0 0
Q4 2 8 12 11 5 4 23 4 4 9 1 2 0 2 0 0 2 0 0 0
Q5 10 4 9 6 9 11 13 9 2 9 0 2 3 0 0 0 0 2 0 0
CULTURAL FACTOR
Q1 0 9 20 5 4 0 4 16 17 7 0 0 3 1 1 0 0 1 1 0
Q2 5 0 27 8 1 4 9 15 3 13 1 2 1 0 1 0 0 2 0 0
Q3 3 4 10 20 1 8 14 8 6 8 1 1 2 1 0 0 1 0 1 0
62
Table 8. Frequency of Age
AGE
20-30 31-40 41-50 51-60
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 16 15 5 3 1 11 11 4 1 0 9 4 2 5 0 2 0 0 1 0
Q2 16 10 4 7 3 13 9 3 2 0 8 11 1 0 0 2 1 0 0 0
Q3 9 24 2 5 0 4 16 3 3 1 5 8 2 3 2 1 0 2 0 0
Q4 11 15 7 5 2 0 12 11 4 0 8 9 2 0 1 1 2 0 0 0
Q5 7 11 13 5 4 5 15 7 0 0 5 3 8 3 1 0 0 2 1 0
Q6 7 9 15 5 4 5 2 9 8 3 6 4 8 2 0 0 1 2 0 0
Q7 7 9 14 9 1 4 4 15 3 1 5 5 5 5 0 1 0 2 0 0
Q8 9 17 4 6 4 4 12 0 8 3 5 12 0 0 3 1 0 0 2 0
Q9 7 9 18 3 3 5 4 11 6 1 7 8 3 2 0 2 0 1 0 0
Q10 7 19 7 5 2 5 4 15 3 0 9 8 3 0 0 2 0 1 0 0
PERSONAL FACTOR
Q1 2 2 14 18 4 4 1 3 19 0 2 4 7 9 0 1 1 0 1 0
Q2 6 3 6 20 5 7 2 11 5 2 3 0 5 8 4 1 0 0 0 2
Q3 0 4 4 16 15 2 2 5 16 2 3 0 0 13 4 1 0 0 2 0
Q4 0 0 15 11 14 0 0 7 7 13 0 0 7 8 5 0 0 1 2 0
Q5 0 0 12 22 6 0 0 5 20 2 0 0 4 9 7 0 0 1 2 0
SOCIAL FACTOR
Q1 7 0 6 23 4 0 0 8 13 5 0 0 4 13 3 0 0 2 1 0
Q2 8 2 10 13 7 0 3 12 8 3 0 0 7 4 9 0 1 1 1 0
Q3 9 3 5 18 5 0 3 1 20 2 0 0 10 8 2 0 0 1 2 0
Q4 8 2 16 12 2 0 3 9 9 5 0 0 8 11 1 0 0 1 2 0
Q5 5 0 16 13 3 3 0 5 13 5 0 0 7 12 1 0 0 1 2 0
PSYCHOLOGICAL FACTOR
Q1 17 12 9 2 0 5 6 10 4 2 3 8 8 1 0 0 2 1 0 0
Q2 27 5 7 1 0 10 13 2 1 1 11 5 2 2 0 2 0 1 0 0
Q3 17 18 1 2 2 18 4 1 2 2 7 7 1 3 2 1 2 0 0 0
Q4 12 17 5 4 2 5 6 13 2 1 7 7 2 4 0 0 2 0 1 0
Q5 7 17 12 4 0 18 3 1 2 3 4 5 8 0 3 0 1 2 0 0
CULTURAL FACTOR
Q1 5 2 13 8 12 2 3 8 10 3 2 3 9 6 0 0 0 2 0 1
Q2 12 8 10 2 8 1 2 5 13 5 3 3 10 2 2 1 1 0 0 1
Q3 18 5 5 7 5 4 1 7 12 2 1 4 6 9 0 2 0 0 1 0
63
OCCUPATION
TRANSPORT OTHERS EDUCATION GOVERNMENT HOUSEWIFE
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 2 3 1 3 1 3 2 2 1 0 2 2 2 2 0 3 1 2 2 0 2 3 3 1 0
Q2 2 4 2 2 0 2 3 1 2 0 3 1 2 2 0 4 4 0 0 0 2 2 2 3 0
Q3 4 1 2 2 1 2 2 2 2 0 2 2 2 0 2 1 4 3 0 0 3 2 3 1 0
Q4 3 2 3 2 0 3 2 3 0 0 3 2 1 2 0 1 3 1 2 1 2 2 3 2 0
Q5 2 2 3 0 3 3 2 2 1 0 2 2 2 2 0 3 2 2 1 0 2 1 4 2 0
Q6 2 3 2 2 1 2 1 3 2 0 2 2 1 3 0 2 2 3 1 0 2 3 3 1 0
Q7 3 4 2 1 0 3 2 2 1 0 4 1 1 2 0 4 1 1 2 0 2 2 3 2 0
Q8 3 2 2 1 2 3 3 1 1 0 4 1 1 2 0 2 2 3 1 0 2 1 5 1 0
Q9 2 3 3 2 0 2 2 2 2 0 2 3 1 2 0 2 2 4 0 0 2 2 4 1 0
Q10 2 3 2 2 1 3 2 2 1 0 2 1 3 2 0 3 2 2 1 0 2 2 2 3 0
PERSONAL FACTOR
Q1 2 2 2 3 1 3 0 3 2 0 2 2 2 2 0 2 3 1 2 0 2 1 3 2 1
Q2 2 3 3 1 1 2 1 2 3 0 2 2 2 2 0 1 3 3 1 0 2 0 3 2 2
Q3 2 0 3 2 3 1 1 2 1 3 2 2 2 0 2 0 3 3 2 0 2 0 4 2 1
Q4 2 1 3 2 2 2 1 3 1 1 2 3 1 1 1 1 1 2 2 2 2 0 3 3 1
Q5 3 2 2 3 0 1 1 4 2 0 2 2 2 2 0 2 1 1 3 1 2 0 1 2 4
SOCIAL FACTOR
Q1 2 0 4 4 0 2 1 2 3 0 2 2 2 2 0 1 1 2 2 2 2 1 2 4 0
Q2 1 2 3 3 1 2 2 1 3 0 2 1 3 1 1 2 2 2 1 1 2 0 2 2 3
Q3 2 1 2 4 1 2 1 2 2 1 2 2 2 0 2 0 2 2 3 1 2 2 3 2 0
Q4 2 3 2 2 1 3 1 1 3 0 2 2 2 2 0 2 1 3 2 0 2 2 2 2 1
Q5 2 1 3 2 2 2 3 0 3 0 2 2 2 2 0 2 1 1 4 0 2 2 3 2 0
PSYCHOLOGICAL FACTOR
Q1 2 5 2 1 0 2 3 1 2 0 2 2 3 1 0 3 2 3 0 0 2 0 3 4 0
Q2 2 3 3 2 0 3 2 2 1 0 3 2 1 2 0 3 2 1 2 0 2 2 3 2 0
Q3 3 2 5 0 0 3 1 3 2 0 2 2 2 2 0 0 4 2 2 0 2 2 3 2 0
Q4 2 3 2 3 0 3 2 2 1 0 2 2 2 2 0 4 4 0 0 0 2 2 4 1 0
Q5 3 3 1 3 0 2 3 1 2 0 2 2 2 2 0 4 4 0 0 0 2 3 3 1 0
CULTURAL FACTOR
Q1 2 2 3 3 0 2 1 2 3 0 2 2 2 1 1 2 4 0 2 0 2 2 3 2 0
Q2 2 3 3 0 2 3 2 2 1 0 2 2 2 2 0 1 1 4 1 1 2 2 2 2 1
Q3 2 3 3 2 0 3 2 2 1 0 2 2 2 2 0 2 2 2 1 1 2 2 2 3 0
64
Table 9. Frequency of Occupation
OCCUPATION
FOOD AND SERVICES BUSINESS UNEMPLOYED CONSTRUCTION
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 3 3 5 2 0 3 4 5 3 0 6 4 6 1 0 1 1 0 0 0
Q2 4 3 4 2 0 4 4 4 3 0 5 5 4 3 0 1 0 1 0 0
Q3 4 3 4 2 0 4 4 5 2 0 6 4 5 1 1 0 0 2 0 0
Q4 3 3 5 2 0 3 3 5 4 0 3 5 7 2 0 0 1 0 1 0
Q5 2 2 5 2 2 6 6 2 1 0 5 4 5 3 0 0 1 1 0 0
Q6 3 4 4 2 0 5 2 5 3 0 5 4 4 2 2 1 0 1 0 0
Q7 3 4 4 2 0 6 4 3 2 0 5 7 4 1 0 1 0 0 1 0
Q8 5 2 4 2 0 4 3 5 3 0 3 6 5 3 0 1 0 1 0 0
Q9 3 4 4 0 2 2 3 7 3 0 4 6 5 2 0 0 2 0 0 0
Q10 2 3 6 2 0 5 4 3 3 0 5 3 5 3 1 0 0 2 0 0
PERSONAL FACTOR
Q1 2 3 5 3 0 3 4 5 3 0 5 4 5 2 1 1 1 0 0 0
Q2 4 3 3 1 2 4 5 4 2 0 4 4 3 4 2 1 0 1 0 0
Q3 4 3 4 2 0 8 3 1 3 0 3 4 3 6 1 2 0 0 0 0
Q4 2 3 6 2 0 5 4 3 1 2 4 3 3 6 1 1 1 0 0 0
Q5 3 3 5 2 0 3 3 6 2 1 6 3 1 4 3 1 0 1 0 0
SOCIAL FACTOR
Q1 2 5 4 2 0 5 4 3 3 0 4 5 4 4 0 0 2 0 0 0
Q2 3 3 5 2 0 4 4 4 3 0 6 2 4 2 3 1 0 0 1 0
Q3 4 3 4 2 0 6 1 6 2 0 4 4 5 4 0 0 1 0 1 0
Q4 4 2 5 2 0 6 4 2 3 0 3 3 5 5 1 0 1 1 0 0
Q5 2 4 4 3 0 2 3 6 4 0 4 3 5 4 1 1 0 1 0 0
PSYCHOLOGICAL FACTOR
Q1 2 5 4 2 0 3 3 6 3 0 3 6 7 1 0 0 1 0 0 1
Q2 3 2 5 3 0 4 3 4 1 3 4 4 6 2 1 1 0 0 1 0
Q3 3 4 4 0 2 5 3 4 3 0 4 5 5 3 0 0 1 1 0 0
Q4 2 3 6 2 0 3 4 5 3 0 4 4 6 3 0 0 1 1 0 0
Q5 2 3 6 2 0 3 3 7 2 0 2 6 6 3 0 1 0 0 1 0
CULTURAL FACTOR
Q1 3 2 6 2 0 6 3 4 2 0 4 7 4 1 1 0 1 0 0 1
Q2 2 3 7 1 0 3 5 6 1 0 3 5 6 1 2 0 0 1 1 0
Q3 5 2 4 2 0 4 3 5 3 0 3 5 8 1 0 0 0 1 1 0
65