Research 2 Group 5 Mgt2r

THE EFFECTIVENESS OF MARKETING STRATEGIES IN RELATION TO
THE ENROLLMENT DECISION OF GRADE 11 ABM STUDENTS IN OUR

LADY OF FATIMA UNIVERSITY
Joyce B. Marcelo1,2,3, Raven Casilang1,2,3, Christian Gaerlan1,2,3, Nadin Lacanilao1,2,3,

Roberto Paghunasan1,2,3, Mei Ann Pulusan1,2,3, Rhea Soriano1,2,3 and Ms. Miljoy R.
Manalo2,3,4
1
Senior High School – Accountancy, Business and Management Strand
2
Research Development and Innovation Center
3
Our Lady of Fatima University
4
Ms. Miljoy R. Manalo
October 2019
MARKETING STRATEGIES IN RELATION TO THE ENROLLMENT
DECISION II
Endorsement
This quantitative research paper entitled: The Effectiveness of Marketing Strategies

in Relation to the Enrollment Decision of Grade 11 ABM Students in Our Lady of Fatima
University: prepared by Joyce B. Marcelo, Raven Casilang, Christian Gaerlan, Nadin
Lacanilao, Roberto Paghunasan, Mei Ann Pulusan and Rhea Soriano of BE-ABM 12Y1-
MGT 2R, in partial fulfillment of the requirements for the strand of Accountancy, Business
and Management has been examined and now recommended for Oral Examination.
This is to certify that Joyce B. Marcelo, Raven Casilang, Christian Gaerlan, Nadin
Lacanilao, Roberto Paghunasan, Mei Ann Pulusan and Rhea Soriano are ready for the Oral
Examination.
Miljoy R. Manalo
Adviser
This is to certify that the research entitled: THE EFFECTIVENESS OF

MARKETING STRATEGIES IN RELATION TO THE ENROLLMENT DECISION OF
OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

DECISION III
GRADE 11 ABM STUDENTS IN OUR LADY OF FATIMA UNIVERSITY: prepared
by Joyce B. Marcelo, Raven Casilang, Christian Gaerlan, Nadin Lacanilao, Roberto
Paghunasan, Mei Ann Pulusan and Rhea Soriano of section ABM 12Y1-MGT 2R is
recommended for Oral Examination/ has been examined by the panel of examiners with a
grade of ___.
______________________________
Chairman
___________________________ ________________________
Member Member
Mr. Rommel Joseph G. Lazatin, MBA, DBA(c)
Program Head, College of Business and Accountancy
Chairman
Certificate of Originality

DECISION IV
We hereby declare that this thesis is our own work and that, to the best of my
knowledge and belief, it contains no material previously published or written by another
person nor material to which to a substantial extent has been accepted for award of any
other degree or diploma of a university or other institute of higher learning, except where
due acknowledgement is made in the text.
We also declare that the intellectual content of this thesis is the product of our work,
even though we may have received assistance from others on style, presentation and
language expression.
Joyce Marcelo
Principal Investigator
Members:
Raven Casilang
Christian Gaerlan
Nadin Lacanilao
Roberto Paghunasan
Mei Ann Pulusan
Rhea Soriano
Research Teacher
Date: _____________
Table of Contents

DECISION V
Endorsement ………………………………………………………………….……. ii-iii
Certificate of Originality …………………………………………………………… iv
Table of Contents …………………………………………………………………... v-vi
List of Tables ………………………………………………………………………. vii
List of Figures ……………………………………………………………………… vii
List of Appendices …………………………………………………………………. viii
Acknowledgement …………………………………………………………………. ix
Abstract ……………………………………………………………………….......... x
CHAPTER I
The Problem and Its background ………….…………………………….………… 1- 2
Statement of the Problem …………………………………………………………...2-3
Hypothesis …………………………………………………………………………. 3
Significance of the Study …………….……………………………………………. 3
Scope and Delimitation ………………………….……………………………….... 4
Definition of Terms …………………………….………………………………….. 4
Acronyms ………………………………………………………………………...... 4-5
CHAPTER II Literature Review
Theoretical framework …………………………………………………………… 5-6
Variable Discussion ……………………………………………………………… 6-7
Research Paradigm ………………………………………………………………. 7-9

DECISION VI
CHAPTER III Methodology
Research Design …………………….………………………………..……….…... 10
Research Instrument …………...…...…………………………………………...… 10
Population and Sampling ….……...…………………………………………….… 10-11
Ethical Consideration ……………..….………………………………………….… 11
Data Collection ……………………………………………………………………. 11-12
Data Analysis ……………………………..……………………………………….. 12-14
CHAPTER IV
Results and Discussion ………….……………………………………………….. 15-26
CHAPTER V
Conclusion of the Study ………………………………………………………... 27
Recommendation …………………………………………………….………… 27-28
References …………………………………….…………………….…………. 29-32
List of Tables

DECISION VII
Table 1: Mean Rating Scale …………………………………………………… xiii
Table 2: Degrees of Correlation ………………………………………………... xiv
Table 3: Mean Rating of Product ………………………………………………. xviii
Table 4: Mean Rating of Price …………………………………………………. xix
Table 5: Mean Rating of Place …………………………………………………. xx
Table 6: Mean Rating of Promotion …………………………………………… xxi
Table 7: Summary of Mean Rating Results of all Independent Variable ……… xxii
Table 8: Mean Rating of Word of Mouth ……………………………………… xxiii
Table 9: Mean Rating of Social Media/Internet Presentation ………………….. xxiv
Table 10: Summary of Mean Rating Results of all Dependent variable ………. xxv
Table 11: Degrees of Relationship with Marketing Strategy and Enrollment Decision. xxvi
Table 12: Relationship Between Marketing Strategy and Enrollment Decision… xxvi
List of Figures
Figure 1: Paradigm of Study …………………………………………………. vi

DECISION VIII
Figure 2: Data Collection Process …………………………………………… xii
Figure 3: Gender of Fifth Respondents of the Study ………………………… xv
Figure 4: Age of Fifth Respondents of the Study ……………………………. xvi
Figure 5: Monthly Allowance of Fifth Respondents of the Study …………… xvi
Figure 6: School Last Attended of Fifth Respondents of the Study …………. xvii
List of Appendices
Appendix A: Informed Consent Form……………………………………...... xxxiii

DECISION IX
Appendix B: Assent Form ……………………………………………...…… xxxiv-xxxvii
Appendix C: Questionnaires …………………………………………….… xxxviii-xli
Appendix D: Documentation ………………………………………………………. xlii
Acknowledgment

DECISION X
We would like to thank those who help us in doing this study. First of all, we would
like to thank all the members of group 5 for participating and for sharing knowledge to
make this study.
Second, we would like to appreciate our friends who help us to make this study. We
thanked you for giving us some advices in making this study
Third, we want to acknowledge our research instructor Ms. Miljoy R. Manalo for
guiding and teaching us to make this study successful.
We sincerely thanked our parents in supporting and guiding us in making this study.
For the moral, financial and physical support that you gave to us.
And most of all, we gratefully thanked our God who guided us. We thank Him for
the knowledge and wisdom He gave to us to make this study. He really deserved a praised
in giving us physical, emotional and mental strength to make this study successful.
Abstract

DECISION XI
This study focuses on the effectiveness of marketing strategies in relation to the
enrollment decision of the student. The groups want to know if there is a relationship
between marketing strategies of OLFU with enrollment decision. This research may help
the school in improving their marketing strategies. And may also help the future
researchers to add knowledge to them. This study is a quantitative approach especially a
Qouta Sampling and Convenience Sampling. The researchers conducted an interview for
fifty random participants at Our Lady of Fatima University. The answered questionnaires
go through individual tabulation to come up with a statistical presentation and will be
assessed using percentage formula. The researchers considered the following factors:
product, price, place and promotion for independent variable and word of mouth and social
media/internet presentation for dependent variable. In this study, the finish collection of
data from the participants may become a basis in finding the level of relationship between
marketing strategy and enrollment decision.

EFFECTIVENESS OF MARKETING STRATEGIES IN RELATION TO THE
ENROLLMENT DECISION I
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Nowadays, most of the students having their hard time to choose or find school for
their preferred courses/strand. Because some of schools have only limited courses/strand
is being offer. Some schools have the same courses offered, so that students can’t decide
where they will take their studies (Orenstein, 2016). Therefore, the schools created or think
for a better marketing strategy to persuade and to encourage students to take studies at their
school. There are so many ways to encourage students, not just through speaking and/or
providing flyers. Nowadays, school often used social media to encourage students take
studies at their university. Therefore, there are three school marketing trends set to
dominate designed for effective marketing strategy (Marinopoulos, 2018). There are other
challenges to factor in as well – like the fact that today’s college student demographic is
different from that of the past. Not only are modern student extremely tech-savvy, but their
core values are different, too: they think differently about financial aid and put more
emphasis on campus-based experience than past generations (Moore, 2018).
Company performance is one of the most important aspects when assessing the
suitability of certain strategies (Jain, 2009). Company marketing strategy is an important
and crucial constituent for the global market. Marketing strategies can vary from country
to country, brand to brand and organization to organization. In order to achieve a
satisfactory and adequate marketing strategy which has a positive outcome on global and
overall firm success, the marketing department within a company should bear in mind all
the different marketing mix strategies that can influence the comprehensive result and the
cumulative firm success (Shilke, Reiman, Thomas, 2009). But some schools have
marketing strategy issues. They faced problems when it comes to their strategies. Some of
the strategic marketing issues ate increasing competition, fast paced, and changing nature
of innovations which reduces the span of the marketing strategy, lack of skilled workforce
and the changing demographics of students.
This research study aims to know the effectiveness of marketing strategy of Our
Lady of Fatima University in relation of the enrollment decision of grade 11 ABM students.
And it also aims to help the university to choose the effective marketing strategies to use

ENROLLMENT DECISION II
in promoting their school. It is important to know the reference of the school, if it can
influence other students or outsides to be convince by the marketing strategies. What are
the enrollment marketing strategies? What are the importance of learning the marketing
strategies? By that objectives it can help everyone to be aware about marketing strategies.
The result of this research study could be help to schools and even to students.
This research can help schools to think what could be the effective marketing
strategy for them to use to encourage students. It can help the school to increase the
capabilities of their marketing program. Also it can help students to decide what school
they will take their studies to accomplish their dreams.
Statement of the Problem
This research aims to determine how effective the marketing strategy of Our Lady
of Fatima University in related to enrollment decision of grade 11 ABM students. This can
also give information for what enrollment marketing strategy could be the university use
to encourage students to take studies at their campus.
In general, this study aims to answer how effective the marketing strategy of Our
Lady of Fatima University in related to the enrollment decision of grade 11 ABM students.
1. How may the respondents profile be assessed in terms of:
a. Age
b. Gender
c. Monthly Allowance
d. Type of school last attended
2. How may the respondents assessed marketing strategy in terms of:
a. Product
b. Price
c. Place
d. Promotion

ENROLLMENT DECISION III
3. How may the respondents assessed enrollment decision in terms of:
a. Word of mouth
b. Social media or Internet Presentation
4. Is there a relationship between marketing strategy and enrollment decision?
5. Based on the results, what recommendations could be made?
Hypothesis of the study
The study has the hypothesis if there is a relationship between marketing strategy and
enrollment decision.
Ho: There is no relationship between marketing strategy and enrollment decision.
Ha: There is relationship between marketing strategy and enrollment decision.
Significance of the Study
• To OLFU- This research can help the Our Lady of Fatima University in improving
their marketing program to increase the number of students that will take the studies at
OLFU.
• To the Students- This research can help students to decode on what school or
university they will study.
• To the Academe Industry - This research study will help the academe to have the
idea or knowledge to have been improve their marketing strategy to be added to the studies
that will students and even schools can learn.
• To the Future Researchers- This research can also help the future researchers to
have a knowledge on how to do this such kind of research study, and to get some points to
make their research study better.
Scope and Delimitation

ENROLLMENT DECISION IV
The respondents of this research study will be the selected 50 grade 11 ABM
students of Our Lady of Fatima University. They will be the one who will answer the
questionnaires. They are chosen because they are the one who experienced the marketing
strategy of OLFU.
The getting of data will take place in Our Lady of Fatima University City of San
Fernando, Pampanga where will the respondents come from to have the data gathering.
Definition of Terms
For better understanding in this study, the following terms are clearly defined based
on how they used in this study.
Effective - producing a result that is wanted
Marketing - the activities that are involved in making people aware of company's products
Strategy - a careful plan or method for achieving a particular goal
Persuade - to cause, to believe something
Encourage - to make, more likely to do something, to tell or advice
Nominate - to be the most important part of
Aspects - the direction that something falls or point toward
Crucial - extremely important
Adequate- enough for some need or requirement
Cumulative - increasing or becoming better or was over time through of series a

additions
Acronyms
For better understanding in this study, the following terms are clearly defined on
what they mean in this study.
OLFU- Our Lady of Fatima University
ABM- Accountancy and Business Management

ENROLLMENT DECISION V
CHAPTER II
REVIEW OF RELATED LITERATURE

ENROLLMENT DECISION VI
Theoretical Framework
Schnaars (2010), stated that the main focus of marketing strategies is to manipulate
the variables of the marketing mix, that are the product, price, place and promotion
strategies to achieve the goal of an organization. Product is the good or service offered by
a company to its customers. Price is the amount of money paid by customers to purchase
or claim the product. Place or distribution are the activities that make the product available
to consumers. And promotion are the activities that communicate the product’s features
and benefits and persuade customers to purchase the product (Kotler, P., Armstrong, G.,
Cunningham, P.H., 2005).
According to Spearman, Abdul Rahim, Ghanayem and Ljepava (2016) stared the
aim of the present research was to understand factors that influence students to enroll in
particular university. Those factors are Word of Mouth and Social Media or Internet
Presentation. The word of mouth is the process of actively influencing and encouraging
discussion (McMillen, 2016). And the social media refers to techniques that target social
networks and applications to spread brand awareness or promote particular products
(techopedia.com).
Conceptual Framework
Marketing Strategies –
Marketing Mix (4p’s) Enrollment Decision
 Product  Word of Mouth
 Price  Social Media/Internet
 Place Presentation
 Promotion
Figure 1: Paradigm of Study
Figure 1 shows here what is the relationship of marketing strategy to enrollment

decision of Grade 11 ABM students of Our Lady of Fatima University in Pampanga. It
shows that the 4P’s which are product, price, place and promotion in marketing mix are
the factors that can help to achieve the school’s goals (Schnaars, 2010). It also shows here

ENROLLMENT DECISION VII
that the strategies that can affect the student’s enrollment decision are word of mouth,
internet presentation and social media (Spearman, Abdul Rahim, Ghanayem and Ljepava,
2016).
Foreign Literature
Marketing is the process which creating the customer’s needs and wants in goods
and services. It generates the strategy of a company that underlies all things to gain
customers loyalty and build relationships (Sindhu, 2011).
According to the research of Bowen et al. (2012), advertising the university using
an institution web-site, using various media stations, use of social networks, encouraging
word-of-mouth, open day on campus and alumni support are marketing strategies that are
effective to attract and increase enrollment of students.
Schnaars (2010), stated that the main focus of marketing strategies is to manipulate
the variables of the marketing mix, that are the product, price, place and promotion
strategies to achieve the goal of an organization.
The school should have enough and appropriate information of the community to
have plan and allocate the resources of the market place to have successful marketing
strategy (Safarzadeh et al., 2012).
Adnett & Davies (2010), said that the introduction of market-based reforms of state
schooling systems have been justified by the supposed benefits of encouraging greater
inter-school competition in local schooling markets. Promoting increased competition by
comparison was seen as a means of stimulating greater allocative, technical and dynamic
efficiency in schools.
Local Literature
Custinar, Cruz, Ecobiza and Piquero (2015) said that in this modern wold doing
things are needed to have held by technology. Especially when it comes to enrollment
system because it’s very crucial. In addition of Desiderio (2015), most of the businesses
are advised to use the Internet for promoting their products and services as long as their
customers are using internet to avail the products and services.

ENROLLMENT DECISION VIII
Gregory (2014), stated that it is crucial for universities to have a physical presence
for the university to promote their school as the student today’s days mainly conduct digital
research rather than physical, beforehand.
Effective school marketing and business strategy needs a deep knowledge and
experience for the words “school”, “marketing”, “business” and “strategy”. The marketing
managers should have enough knowledge about marketing strategy so that the school or
business could meet their goals, (Arant et al., 2016).
Newbold (2012) said that there are five rules on how to attract students through in
effective marketing strategies these are: building a relationship between interest and career,
don’t just focus on prospective students of university, make sure that the information from
the university are well distributed, put value for the youths and embrace modernization.
If the school wants to have a successful journey, the school should do some drastic
changes for them to meet the student’s perspective about their school. Because nowadays,
students are more demanding on what the school offers to them (Feliciano, 2015).
Foreign Studies
In the study of George (2012), having a Television Ads is not necessarily used for
this present time. In addition to this, Hartsein (2011), stated that having a Facebook Page
of school can establish a controlled, professional presence that allows students to take a
look about the school while still protecting their students.
The facility is much more passive container of the educational process. It

contributes to the place experience of students for their studies and to have security and
safety while learning. It is based to the study of Lackney (2011).
Khan & Qureshi (2010) stated that schools should not just limit themselves to the
collection of impressionistic evidences instead the school should conduct formal research
and analyze it deeply to know the marketing strategy they have to use.
In studies conducted by Omboi & Mutali (2011) and Bede & Peprah (2014) using
billboards for making strategy of schools are now less attractive. But using radio and

ENROLLMENT DECISION IX
television is now useful for the school to use as marketing tools as a mode of advertisement
(Shahid & Qureshi, 2010; Uchendu et al., 2015).
According to Kotler, Calder, Malthouse and Koraten (2012) the marketing leader
of the school know how to blend or mix the 4P’s of marketing mix strategy to create the
greatest value, and in consequence, increase of enrollees.
Local Studies
According to Ramirez, Amurao and Mercado (2014) the Philippines retail market
is growing market. It evolves as time pass by and have given away to the hyper markets to
have dramatic impact on the market place.
Soriano (2008) revealed that the most notable problem in marketing is

unresponsiveness of the marketers to the customer’s needs and competitions. Some of the
marketers did not value their customer’s needs. Also they did not response to the
customer’s feedback.
One of the deciding factors that can influence the student’s decision is advertising.
The school should know how to advertise their campus to the new students (Napompech,
2011).
In addition, students should also know what the school offers before availing the
marketing strategy of the school. They school need to make sure that information and other
matters are all clear to the students (Levitz, 2012).
According to Ofcom (2014) one of the problem of a company why they have few
numbers of customers are high number of complains and low customer satisfaction. The
company did not meet the satisfaction level of the customers so more complains the
company received.
Chapter III
RESEARCH METHODOLOGY
In this chapter, the research design, research instrument, population and sampling,
ethical considerations, data collection and data analysis will be discussed.

ENROLLMENT DECISION X
Research Design
This study is a quantitative research. Quantitative research is defined as the

systematic investigation of phenomena by gathering quantifiable data and performing
statistical, mathematical or computational techniques (Bhat, 2018). The research design
that will be use in the study are descriptive and correlational research design to determine
if there is a relationship between the independent variable and dependent variable. Also to
describe if marketing strategy has an effect to enrollment decision of the students.
According to Shuttleworth (2008), descriptive research design is a method that involves
observing, researching and analyzing a specific subject. However, correlational research
design is a way to find out or to determine the relationship of two or more quantitative
variables (Cheprasov, 2018).
Research Instrument
The researchers use survey questionnaires to be distributed to the Grade 11 ABM

students of Our Lady of Fatima University. Questionnaires are based on the available
literature. Consultation with experts such as research teachers and professionals will be
done to ensure the reliability and validity of the questionnaire that will be used. The
questionnaire will be divided into three parts: the demographic profile of the respondents,
the effectiveness of the marketing strategy based on marketing mix (product, price, place
& promotion) and the relationship of the enrollment decision based to word of mouth,
internet presentation & social media to the marketing strategies.
Population and Sampling
The respondents of the study are the 50 grade 11 ABM strand students of Our Lady
of Fatima University. They will answer the questionnares provided by the researchers.
Quota Sampling and Convenience Sampling are the techniques that the researchers will
use for specifying the respondents. The researchers will get a proportion of each sections
in grade 11 ABM strand. The quota sampling is a method that is a non-probability sampling
and it is a method in which the researchers will gather or get a representative for a specific
group (Saunders, M., Lewis, P. & Thornhill, A., 2012). While according to Saunders, M.,
Lewis, P., & Thornhill, A. (2012) convenience sampling is a specific type of non-

ENROLLMENT DECISION XI
probability sampling method also known as availability sampling that relies on data
collection from population members who Are conveniently available to participate in
study.
Ethical Consideration
To ensure that the study will be conducted thoroughly and to influence them to have
willingness to participate in a help, that they can understand and follow through. Also to
ensure the privacy of the respondents, forms will be given to them. The consent form will
be given to all respondents. While the assent form is an addition for those respondents that
are under legal age for them to know what is the study all about.
Data Collection
This part of the research will discuss the procedures that the proponent is under in
taking or collecting data from the respondents.
Step 1 •Asks permission to be part of the research
•Explained the purpose of the study

Step 2

ENROLLMENT DECISION XII
•Distribute the questionnaires to the respondents

Step 3
•Retrieved the answered questionnaires

Step 4
•Check the answered questionnaires to verify

Step 5
some answers and to avoid blank space
•Thank the respondent for sharing his/her ideas

Step 6
and time for participating in the study
Figure 2: Data Collection Process
Data Analysis
The data gathered by the researcher from the questionnaires will be carefully
analyzed to convert into useful and quantifiable information. Mean Rating or Likert Scale
will be use to describe the relationship between marketing strategy and enrollment
decision. The Mean Rating Scale or Likert Scale is calculated by adding all individual
student’s score and dividing by the number of total score. Also to determine the perceptions
of the respondents who gave a rating of 1-4 to the given indicators of two variables the
mean rating will be use.
Table 1
Mean Rating Scale
Weighted Mean Point Scale Descriptive Rating
3.25 – 4.00 4 Strongly Agree

ENROLLMENT DECISION XIII
2.50 – 3.24 3 Agree
1.75 – 2.49 2 Disagree
1.00 – 1.74 1 Strongly Disagree
To ensure the relationship between marketing strategy and enrollment decision and
how the marketing strategy affect the enrollment decision of the students, Pearson-Product
Moment Correlation (PPMC) or Pearson’s Rho (r) will be used. The Pearson correlation
coefficient, r, can take a range of values from +1 to -1. A value of 0 indicates that there is
no association between the two variables. A value greater than 0 indicates a positive
association; that is, as the value of one variable increases, so does the value of the other
variable. A value less than 0 indicates a negative association; that is, as the value of one
variable increases, the value of the other variable decreases (Lund Research Ltd, 2018).
This is shown in the diagram below.
Table 2
Degrees of correlation
An r value of Description
+1 Perfect positive relationship

ENROLLMENT DECISION XIV
.70 or higher Very strong positive relationship
.40 to .69 Strong positive relationship
.30 to .39 Moderate positive relationship
.20 to .29 Weak positive relationship
.01 to .19 No or negligible positive relationship
0 No Relationship
-.01 to -.19 No or negligible negative relationship
-.20 to -.29 Weak negative relationship
-.30 to -.39 Moderate negative relationship
-.40 to.69 Strong negative relationship
-.70 or higher Very strong negative relationship
-1 Perfect negative relationship
Chapter IV
RESULT AND DISCUSSION
This chapter will discuss the statistical result of the study. The statistical methods
that are used in the study which are the Mean Rating Scale and the Pearson’s r will be

ENROLLMENT DECISION XV
discussed. Some pie charts and tables will also be included in this chapter for the
demographics of the respondents.
In figure 3 below, pie chart for the gender of the respondents has been shown. The
students who are enrolled in OLFU who got the highest rate which is 54% are the female
respondents while the students who are enrolled in OLFU who got the lowest rate which is
46% are the male respondents.
Gender
46% Female
54% Male
Figure 3: Gender of the Fifty Respondents of the Study
In figure 4 below, it shows the pie chart for the age of the respondents. The students
who are enrolled in OLFU at the age of 15 years old got 6% which is the lowest from all
the given ages. The second lowest are those students at the age of 18 years old. While the
36% are the students at the age of 16 years old. And the highest of all are the students at
the age of 17 year’s old who got 48%.

ENROLLMENT DECISION XVI
Age
10% 6%
15 yrs. Old
16 yrs. Old
36%
17 yrs. Old
18 yrs. Old
48%
Figure 4: Age of the Fifty Respondents of the Study
The pie chart below shows the monthly allowance of the respondents who are
enrolled which shows in figure 5. Most of the students who are enrolled have the monthly
allowance of Php 1,500 which have the 36%. While the students who are enrolled that have
the monthly allowance of Php 2,000 got the second to the highest rate which is 26%. The
16% in the pie chart are the students who have the monthly allowance of Php 3,000. And
the two lowest rate which are the 12% and 10% are those students who have the monthly
allowance of Php 2,500 and Php 3,000.
Monthly Allowance
16%
36% Php 1,500

10% Php 2,000
Php 2,500
Php 3,000
12% Php 3,001
26%
Figure 5: Monthly Allowance of the Fifty Respondents of the Study

ENROLLMENT DECISION XVII
In figure 6 below, the pie chart for the school last attended by the respondents is
show. Most of the students enrolled are from public school (72%). One of the reasons why
they go to private school because of the voucher offered by the school. They are also
enrolled in private school for them to have experience. While the students from private
school has the lowest rating which is 28%.
School Last Attended
28%
Public
Private
72%
Figure 6: School Last Attended of the Fifty Respondents of the Study
II. Mean Rating of Marketing Strategy for the Independent Variable
2.1 Product
In Table 3, product’s highest mean rating for the marketing strategy is Pro4 which
is “Subjects are available according to strands” obtained 3.36 which was rated “strongly
agree” by the respondents. Second to the highest mean rating is the Pro1 which is “The
school service is very organized” obtained 3.30 which was also rated “strongly agree” by
the respondents. On the other hand, the Pro3 which is “The school has better strand
instructions” got 3.26 mean rating which was also rated “strongly agree” by the
respondents for marketing strategy. Lastly, the statement “The teaching method/strategy is
clear and understood” which is under Pro2 got the lowest mean rating which is 3.24 and
which was rated “agree”.

ENROLLMENT DECISION XVIII
Table 3
Mean Rating of Product
Description Mean Rating Descriptive Rating
Pro1. The school service 3.30 Strongly Agree
is organized.
Pro2. The teaching method/ 3.24 Agree
strategy is clear and
understood.
Pro3. The school has better 3.26 Strongly Agree
strand instructions.
Pro4. Subjects are available 3.36 Strongly Agree
according to strands.
Total 3.29 Strongly Agree
2.2 Price
As shown in Table 4, for the marketing strategy the price’s highest mean rating is
the Pri1 which is “The voucher was implemented” got the mean rating of 3.48 which was
rated “strongly agree” by the respondents. On the other hand, the Pro4, Pro3 and Pro2
which is “I’m satisfied to all the fees for the whole year”, “The tuition fee is good enough
and just suitable for a private school” and “The price of the books is suitable for the type
of books the school offers” got the mean rating of 3.10, 3.14 and 3.12 which all was rated
“agree’ by the respondents.

ENROLLMENT DECISION XIX
Table 4
Mean Rating for Price
Pri1. The voucher was 3.48 Strongly Agree
implemented.
Pri2. The price of the 3.12 Agree
books are suitable for
the type of books the
school offers.
Pri3. The tuition fee is good 3.14 Agree
enough and suitable for a
private school.
Pri4. I’m satisfied to all fees 3.10 Agree
for the whole year.
Total 3.21 Agree
2.3 Place
Table 5 shows that place, for marketing strategy obtained the highest mean rating
of 3.34 or “strongly agree” under Pla1 and Pla3 which is “The location of the school is
accessible” and “The ambiance of the school is safe”. Furthermore, Pla2 and Pla4 got the
lowest mean rating of 3.32 which is “The location of the school has convenient stores
around’ and “I’m satisfied to the location of the school” which was rated “strongly agree’
by the respondents.

ENROLLMENT DECISION XX
Table 5
Mean Rating for Place
Pla1. The location of the 3.34 Strongly Agree
school is accessible.
Pla2. The location of the 3.32 Strongly Agree
school has convenient
stores around.
Pla3. The ambiance of 3.34 Strongly Agree
the school is safe.
Pla4. I’m satisfied to the 3.32 Strongly Agree
location of the school.
2.4 Promotion
In Table 6, for the marketing strategy Prom4 which is “I’m satisfied on how the
teachers promoted the school in relation to enrollment decision of the students” got the
highest mean rating of 3.32 which was rated “strongly agree” by the respondents. On the
other hand, both Prom1 and Prom2 got the mean rating of 3.22 which was rated “agree”
which is “The marketing strategy of the school is effective’ and I will recommend this
school to my friends and relatives”. While the statement “I’ve been really persuaded on the
marketing strategy of the school” which is under Prom3 got the lowest mean rating of 3.14
or “agree’.

ENROLLMENT DECISION XXI
Table 6
Mean Rating of Promotion
Prom1. The marketing strategy of 3.22 Agree
the school is effective.
Prom2. I will recommend this 3.22 Agree
school to my friends and
relatives.
Prom3. I’ve been really persuaded on 3.14 Agree
the marketing strategy of the school.
Prom4. I’m satisfied on how the 3.32 Strongly Agree
teachers promoted the school
in relation to enrollment decision
of the students.
Total 3.23 Agree
2.5 Summary of Mean Rating Results of all indicators under Marketing Strategies
Table 7 shows that place got the overall mean rating of 3.33 or “strongly agree”.
While the product got the second to the highest rating of 3.29 which was rated “strongly
agree”. However, the promotion got the mean rating of 3.23 or “agree” and the lowest mean
rating of 3.21 or “agree is the price.

ENROLLMENT DECISION XXII
Table 7
Mean Rating Results of all Indicators under Marketing Strategies
Weighted Average Mean
Variables Mean Rating Descriptive Rating
Product 3.29 Strongly Agree
Price 3.21 Agree
Place 3.33 Strongly Agree
Promotion 3.23 Agree
III. Mean Rating of Enrollment Decision for the Dependent Variable
3.1 Word of Mouth
In Table 8 below shows that WOM4 for enrollment decision got the highest mean
rating of 3.32 or “strongly agree” which is “I am going to testify my experiences on this
school to the students”. While the WOM1 which is “I will persuade the other students about
the university” got the 3.30 mean rating which was rated “strongly agree” by the students.
However, the statement “I will tell my family and friends about the school’s good service”
which is under WOM2 got the mean rating of 3.28 or “strongly agree”. Lastly, the WOM3
got the lowest mean rating of 3.18 which is “I will recommend this school to the other
students” which was rated “agree” by the respondents.

ENROLLMENT DECISION XXIII
Table 8
Mean Rating of Word of Mouth
WOM1. I will persuade the 3.30 Strongly Agree
other students about the
university.
WOM2. I will tell my family 3.28 Strongly Agree
and friends about the school’s
good service.
WOM3. I will recommend this 3.18 Agree
school to the other students.
WOM4. I am going to testify 3.32 Strongly Agree
my experience on this school to
the students.
3.2 Social Media/Internet Presentation
Table 9 shows that SociaMed1 got the highest mean rating of 3.32 or “strongly
agree” for enrollment decision which is “I am going to share the social media sites of the
school to my family and friends”. While the SociaMed4 got the mean rating of 3.28 which
is “Overall, the marketing strategies of the school affects my enrollment decision” which
was rated “strongly agree” by the respondents. On the other hand, both SociaMed2 and
SociaMed3 got the lowest mean rating of 3.26 or “strongly agree” which is “I will
participate in promoting the school with the use of social media sites of the school” and “I

ENROLLMENT DECISION XXIV
will share the information to the other students with the use of tagging them on the social
media post of the school”.
Table 9
Mean Rating of Social Media/Internet Presentation
SociaMed1. I am going to share 3.32 Strongly Agree
the social media sites of the school
to my family and friends.
SociaMed2. I will participate in 3.26 Strongly Agree
promoting the school with the use
of the social media sites of the school.
SociaMed3. I will share the information 3.26 Strongly Agree
to other students with the use of
tagging them on the social media
post of the school.
SociaMed4. Overall, the marketing strategies 3.28 Strongly Agree
Of the school affects my enrollment decision.
3.3 Summary of Mean Rating Results of all Indicators under Enrollment Decision
In Table 10 below shows that SociaMed has the highest mean rating than the WOM.
It shows that social media is more effective than in word of mouth in relation to enrollment
decision of the student. The SociaMed got the mean rating of 3.28 or “strongly agree” and
while the WOM got the 3.27 mean rating which was rated “strongly agree” too.

ENROLLMENT DECISION XXV
Table 10
Summary of Mean Rating Result of all Indicators under Enrollment Decision
Weighted Average Mean
Variables Mean Rating Descriptive Rating
Word of Mouth 3.27 Strongly Agree
Social Media/ 3.28 Strongly Agree
Internet Presentation
IV. Degrees of Correlation of all the Indicators
It is shown in Table 11 and 12 that the result for the degree of relationship with the
marketing strategy and enrollment decision at a significance level of -0.94 giving a very
strong negative relationship. Overall, the variables have inverse relationship which means
whenever the marketing strategy of the school is good the enrollment decision is not
affected. And whenever the current marketing strategies of the school is increasing, the
number of enrollees is decreasing. We could assume that the current marketing strategies
of the school is not effective enough to attract enrollees for the institution. Therefore, the
null hypothesis (Ho) which is “There is no relationship between marketing strategy and
enrollment decision” is accepted.
Table 11
Degree of Correlation

ENROLLMENT DECISION XXVI
Independent Dependent
Variable
Variable
Independent
Variable 1
Dependent
Variable -0.94 1
Table 12
Relationship Between Marketing Strategy and Enrollment Decision
Dimension Pearson’ R Decision Interpretation
Marketing -0.94 Reject Ho Very Strong Negative Relationship
Strategy
Chapter V
CONCLUSION AND RECOMMENDATION

ENROLLMENT DECISION XXVII
In this chapter, the conclusion of the researchers after analyzing all the results of
the statistical methods used in this study will be discussed. The recommendations of the
researchers that has been made based on the conclusion made to improve the marketing
strategies of the school will be also included. These recommendations could also help and
give ideas to researchers in the near future.
Conclusion
Ho: There is no relationship between marketing strategy and enrollment decision.
-Reject
Ha: There is relationship between marketing strategy and enrollment decision.
-Accept
The null hypothesis of the study is accepted which is inverse relationship wherein
whenever the marketing strategies of the school is increasing the number of enrollees is
decreasing. The enrollment decision of the students is not mainly affected to the marketing
strategies of the school. The marketing strategies of the school could not be really effective
for them to attract new students to their institution. Which means the students are not
relying on what marketing strategies the school has. They relied on the school itself.
According to Shammot (2011), the factors that can influence the number of enrollees in
private institutions are the public perception on the quality of education, the amount of
school tuition, the availability of facilities. Other factors that can influence the student’s
decision are in the family, education style in school, teacher recommendations, career
guidance, open, exhibitions, mass media, geographical location, ranking, personal and
demographic, study fee and career prospects (Eidimtas & Juceviciene, 2014).
Recommendations
The researchers wished to recommend the following:
1. Build the school brand. The school must convince its target market that they have
the best school to choose among schools. They must improve their campus more
because when the facilities of the school are well-managed they could attract
enrollees (Penn State University, 2017).

ENROLLMENT DECISION XXVIII
2. Optimized the school for searching engines. Make sure that the school’s online
presence is optimized for search. People are going to be very interested in where
the school is located (Mali, 2018).
3. Develop an online marketing strategy. It is more likely convincing if the school has
a better and well-managed online page. It can target the audience and it is more
likely sustainable and suitable for today’s generation (Aisbett, 2018).
4. Improve the promotional strategy of the school. The school must have the most
attractive and persuading strategy to attract and persuade enrollees
5. Improve financial aid and budget implication. It is one way to attract student and/or
family may be able to afford the tuition fee offer especially for colleges
(Schumacher, 2015). According to Hillman (2011), tuition discounting has been the
fastest-growing topics within most public and private institutions.
REFERENCES
Marinopoulos (2018) retrieved from the link

ENROLLMENT DECISION XXIX
https://blog.enrollhand.com/three-school-marketing-trends-set-to-dominate-2019/
June 18, 2019
Orenstein (2016) retrieved from the link
https://www.seventeen.com/life/school/a39487/things-that-happen-when-you-
cant-decide-which-college-to-go-to/
June 18, 2019
Moore (2018) retrieved from the link
https://www.google.com/amp/s/www.snapapp.com/blog/what-is-enrollment-
marketing/amp/
June 18, 2019
A. Sindhu (2019) retrieved from the link
https://shodhganga.inflibnet.ac.in/bitstream/10603/3704/13/13_chapter%203.pdf
July 09, 2019
Desiderio (2015) retrieved the link
https://www.bartleby.com/essay/Related-Local-and-Foreign-Literature-and-study-
FK72ELKRYZA
July 09, 2019
Babur Farrukh (2008) Literature-Review-about-Marketing-Strategies-and-a-Firms-

performance, retrieved from the link
https://www.scribd.com/doc/100109989/Literature-Review-about-Marketing-
Strategies-and-a-Firms-performance
July 09, 2019
Bowen et al. (2012) retrieved from the link
https://files.eric.ed.gov/fulltext/ED560683.pdf

ENROLLMENT DECISION XXX
July 09, 2019
Arante et al. (2016) retrieved from the link
https://nbmconference.files.wordpress.com/2017/03/378-388.pdf
July 09, 2019
Spearman, Abdul Rahim, Ghanayem and Ljepava (2016). Factors influencing student
enrollment and choice of university, retrieved from the link
https://www.researchgate.net/publication/303960980_Factors_influencing_studen
t_enrollment_and_choice_of_university
July 09, 2019
Birch, Davis & Ellison, Khan & Qureshi (2010). Impact of Promotion on Students'
Enrollment A Case of Private Schools in Pakistan, retrieved from the link
https://www.researchgate.net/publication/47619108_Impact_of_Promotion_on_St
udents'_Enrollment_A_Case_of_Private_Schools_in_Pakistan
July 18, 2019
Safarzadeh et al. (2012). Reviews about the Effectiveness of Marketing Strategies and
Performance Marketing in the City of Sanandaj Banks, retrieved from the link
https://pdfs.semanticscholar.org/61f1/48a9cc1faf43268d30aa836fd24d4b54a49c.p
df
July 18, 2019
S.D. Ramirez, E.A. Amurao, R.T. Mercado (2014). Marketing Strategies of Selected
Business Establishments in the City of Tarlac State University, retrieved from the link
http://ww.sibresearch.org/uploads/2/7/9/9/2799227/riber_sb14-178_502-522.pdf
July 18, 2019
Ofcom, (2014). Ofcom | Latest customer service satisfaction levels revealed, retrieved
from the link

ENROLLMENT DECISION XXXI
http://media.ofcom.org,uk/2013/12/20/latest-customer-service-satisfaction-levels-
revealed-3/
August 5,2019
Saunders, M., Lewis, P., & Thornhill, A. (2012). Convenience sampling - Research
Methodology, retrieved from the link
https://research-methodology.net/sampling-in-primary-data.../convenience-
sampling/
August 5,2019
Bhat (2018). What is quantitative research, SIS International Research, retrieved from the
link
https://www.sisinternational.com/what-is-quantitative-research/
August 5,2019
Penn State University (2017). The Importance of School Facilities in Improving
Student’s Outcome, retrieved from the link
https://interioravenue.net/2017/11/06/improving-student-outcomes/
October 07, 2019
N. Mali (2018). School Marketing: 7 School Marketing Strategies You Can Use Today,
retrieved from the link
https://appinstitute.com/school-marketing/#mob-menu
October 07, 2019
Q. Aisbett (2018). 10 Online Marketing Tips for Schools to Increase Enrollments,
retrieved from the link
https://www.onqmarketing.com.au/marketing.ideas-for-schools/
October 07, 2019
R. M. Schumacher (2015). WHAT ATTRACTS STUDENTS TO A SMALL, PRIVATE
UNIVERSITY? retrieved from the link
https://etd.ohiolink.edu/!etd.send_file?accession=bgsu1447700401&disposition=i
nline
October 08, 2019
Hillman R. (2011). For-Profit Schools: Experiences of Undercovers Students Enrolled in
Online Classes at Selected Colleges. A Report to the Chairman, Committee on

ENROLLMENT DECISION XXXII
Health, Education, Labor, and Pensions, U.S. Senate. GAO-12-150. US
Government Accountability Office, retrieved from the link
https://www.insidehighered.com/news/2011/11/23/gao-releases-new-
investigation-ptofit-colleges
October 08, 2019
Shammot, M.M. (2011). Factors Affecting the Jordanian Students’ Selection Decision
among Private Universities. Journal of Business Studies Quarterly, 2(3), 57. Retrieved
from the link
https://pdfs.semanticscholar.org/9db5/1fa80804e096a17557b90796d770f41e3243
.pdf
October 08, 2019
Eidimtas, A., & Juceviciene, P. (2014). Factors Influencing School-leavers Decision to
Enroll in Higher Eduction. Procedia-Social and Behavioral Sciences, 116, 3983-3988.
Retrieved from the link
https://www.sciencedirect.com/science/article/pii/S1877042814008945
October 08, 2019
Appendix A
Informed Consent Form
Dear Respondents,

ENROLLMENT DECISION XXXIII
Thank you for agreeing to complete this survey. This information will be used to know if
there is a relationship between marketing strategy and enrollment decision and your
participation is an important part of this process. Please be advised that participation in this
survey is strictly voluntary on your part and will have no effect on your course grade.
Your individual responses in this survey are confidential and will not be connected with
you as an individual in any reporting of this data.
If you have any questions about this survey, or to learn more about the study in general,
you may contact Joyce B. Marcelo 09050699671.
Please sign and date below indicating your agreement to participate in this (survey
questionnaire).
Thank you.
Name (signature): __________________________ Date: _________________________
Appendix B
ASSENT FORM (13-17 Year Olds)
(For Practical Research 2)

ENROLLMENT DECISION XXXIV
Our Lady of Fatima University Pampanga Campus
ASSENT TO PARTICIPATE IN A RESEARCH STUDY
Title of Study: The Effectiveness of Marketing Strategies in Relation to the Enrollment

Decision of Grade 11 ABM Students in Our lady of Fatima University.
I am a Senior High School Student at Our Lady of Fatima University Pampanga Campus.
I am doing a research study. I am working with my teacher, Ms. Miljoy R. Manalo, on a
research study. I'd like to tell you about this study and ask if you will take part in it.
What is a research study?
A research study is when people like me collect a lot of information about a certain thing
to find out more about it. Before you decide if you want to be in this study, it’s important
for you to understand why we’re doing the research and what’s involved.
Please read this form carefully. You can discuss it with your parents or anyone else. If
you have questions about this research, just ask me.
Why are we doing this study?
We are doing this study to find out if the marketing strategies of Our Lady of Fatima
University is effective in relation to the enrollment decision of the grade 11 ABM students.
This study is not part of your school work, and you won't get grades on it.
Why are we talking to you about this study?
We're asking about 50 students if they would like to participate. We’re inviting you to take
part because you are this age and you go to a school where we’re doing the study.

ENROLLMENT DECISION XXXV
What will happen if you are in this study?
If you agree to be in the study and your parents give permission, we will ask you to:
 Answer a questionnaire
You will be asked to complete a survey questionnaire that we will provide for you. This
part will take about a minute.
Study location: Study will be conducted at Our Lady of Fatima University Pampanga
Campus
If you don’t want to be in the study, what can you do instead?
This study will be held only during your free time so that there will be no intervention on
your part.
Are there any benefits to being in the study?
There is no benefit to you personally for taking part in this study. But we hope that the
results of the research will other reader in the future.
Are there any risks or discomforts to being in the study?
 You might get bored or tired and decide that you don’t want to finish the study activities
or the interview. If so, just tell us that you want to stop.
 A possible risk for any research is that people outside the study might get hold of
confidential study information. We will do everything we can to make sure that doesn't
happen.
Who will know about your study participation?
Besides you and your parents the researchers are the only ones who will know the details
of your study participation. If we publish reports or give talks about this research, we will

ENROLLMENT DECISION XXXVI
only discuss group results. We will not use your name or any other personal information
that would identify you.
Will you get paid for being in the study?
You will not be paid for being in this study.
Do you have to be in the study?
No, you don’t. Research is something you do only if you want to. No one will get mad at
you if you don’t want to be in the study. And whether you decide to participate or not,
either way will have no effect on your grades at school.
Do you have any questions?
You can contact us if you have questions about the study, or if you decide you don’t want
to be in the study any more. You can talk to me, or your parents, or someone else at any
time during the study. My phone number is 09050699671.
If you have any questions or concerns about your rights and treatment as a research subject,
you can contact us 09050699671.
*********************************************************************
ASSENT OF ADOLESCENT (13–17 years old)
If you decide to participate, and your parents agree, we'll give you a copy of this form to
keep for future reference.
If you would like to be in this research study, please sign your name on the line below.
________________________________________ _______________
Child's Name/Signature (printed or written by child)* Date

ENROLLMENT DECISION XXXVII
________________________________________ _______________
Signature of Investigator/Person Obtaining Assent Date
*****************************************
Appendix C
Survey Questionnaire
Name (Optional): __________________________________
Age: _______ Gender: _______

ENROLLMENT DECISION XXXVIII
School Last Attended: □Public □Private
Monthly Allowance:
□1,500 □2,000 □2,500 □3,000 □3,001 or more
Direction: Check the number that corresponds to your answer (1-Strongly Disagree, 2-
Disagree, 3-Agree, 4-Strongly Agree). Please answer the following questions honestly.
This will be used as a basis for our study entitled “The Effectiveness of Marketing
Strategies in Relation to the Enrollment Decision of Grade 11 ABM Students in Our Lady
of Fatima University.
INDEPENDENT VARIABLES
Strongly Strongly
Disagree
Product Agree Agree Disagree
(1)
(4) (3) (2)
1. The school service is very organized.
2. The teaching method/strategy is clear and

understood.
3. The school has better strand instructions.
4. Subjects are available according to

strands.
Strongly Strongly
Agree Disagree
Price Agree Disagree
(4) (1)
(3) (2)
1. The voucher was implemented

ENROLLMENT DECISION XXXIX
2. The price of the books are suitable for the
type of books the school offers.
3. The tuition fee is good enough and just

suitable for a private school.
4. I'm satisfied to all the fees for the whole

year.
Strongly Strongly
Agree Disagree
Place Agree Disagree
(4) (1)
(3) (2)
1. The location of the school is accessible.
2. The location of the school has convenient

stores around.
3. The ambiance of the school is safe.
4. I’m satisfied to the location of the school.
Strongly Strongly
Agree Disagree
Promotion Agree Disagree
(4) (1)
(3) (2)
1. The marketing strategy of the school is

effective.
2. I will recommend this school to my

friends and relatives.
3. I’ve been really persuaded on the

marketing strategy of the school.

ENROLLMENT DECISION XL
4. I'm satisfied on how the teachers
promoted the school in relation to
enrollment decision of the students.
DEPENDENT VARIABLES
Strongly Strongly
Agree Disagree
Word of Mouth Agree Disagree
(4) (1)
(3) (2)
1. I will persuade the other students about

the university.
2. I will tell my family and friends about the

school’s good service.
3. I will recommend this school to the other

students.
4. I am going to testify my experiences on

this school to the students.
Strongly Strongly
Social Media/Internet Presentation Agree Agree Disagree Disagree
(4) (3) (2) (1)
1. I am going to share the social media sites

of the school to my family and friends.
2.I will participate in promoting the school

with the use of the social media sites of the
school.

ENROLLMENT DECISION XLI
3. I will share the information to other
students with the use of tagging them on the
social media post of the school.
4. Overall, the marketing strategies of the

school affects my enrollment decision.
Check and validated by:
Research Teacher
Appendix D

ENROLLMENT DECISION XLII
Appendix E

ENROLLMENT DECISION XLIII
Joyce Marcelo, Christian Gaerlan and Roberto Paghunasan are conducting a survey
to grade 11 ABM students at Our Lady of Fatima University.
Joyce Marcelo and Mei Ann Pulusan are assessing the grade 11 ABM students in
answering the survey questionnares at Our Lady of Fatima University.

Research 2 Group 5 Mgt2r

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THE EFFECTIVENESS OF MARKETING STRATEGIES IN RELATION TO

THE ENROLLMENT DECISION OF GRADE 11 ABM STUDENTS IN OUR

Joyce B. Marcelo1,2,3, Raven Casilang1,2,3, Christian Gaerlan1,2,3, Nadin Lacanilao1,2,3,

This quantitative research paper entitled: The Effectiveness of Marketing Strategies

This is to certify that the research entitled: THE EFFECTIVENESS OF

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Mr. Rommel Joseph G. Lazatin, MBA, DBA(c)

Program Head, College of Business and Accountancy

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Mei Ann Pulusan

Ms. Miljoy R. Manalo

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Certificate of Originality …………………………………………………………… iv

Table of Contents …………………………………………………………………... v-vi

List of Tables ………………………………………………………………………. vii

List of Figures ……………………………………………………………………… vii

List of Appendices …………………………………………………………………. viii

The Problem and Its background ………….…………………………….………… 1- 2

Statement of the Problem …………………………………………………………...2-3

Significance of the Study …………….……………………………………………. 3

Scope and Delimitation ………………………….……………………………….... 4

Definition of Terms …………………………….………………………………….. 4

Acronyms ………………………………………………………………………...... 4-5

CHAPTER II Literature Review

Theoretical framework …………………………………………………………… 5-6

Variable Discussion ……………………………………………………………… 6-7

Research Paradigm ………………………………………………………………. 7-9

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Research Design …………………….………………………………..……….…... 10

Research Instrument …………...…...…………………………………………...… 10

Population and Sampling ….……...…………………………………………….… 10-11

Ethical Consideration ……………..….………………………………………….… 11

Data Collection ……………………………………………………………………. 11-12

Data Analysis ……………………………..……………………………………….. 12-14

Results and Discussion ………….……………………………………………….. 15-26

Conclusion of the Study ………………………………………………………... 27

Recommendation …………………………………………………….………… 27-28

References …………………………………….…………………….…………. 29-32

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Table 2: Degrees of Correlation ………………………………………………... xiv

Table 3: Mean Rating of Product ………………………………………………. xviii

Table 4: Mean Rating of Price …………………………………………………. xix

Table 5: Mean Rating of Place …………………………………………………. xx

Table 6: Mean Rating of Promotion …………………………………………… xxi

Table 8: Mean Rating of Word of Mouth ……………………………………… xxiii

Table 9: Mean Rating of Social Media/Internet Presentation ………………….. xxiv

Figure 1: Paradigm of Study …………………………………………………. vi

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Figure 3: Gender of Fifth Respondents of the Study ………………………… xv

Figure 4: Age of Fifth Respondents of the Study ……………………………. xvi

Figure 5: Monthly Allowance of Fifth Respondents of the Study …………… xvi

Appendix A: Informed Consent Form……………………………………...... xxxiii

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Appendix C: Questionnaires …………………………………………….… xxxviii-xli

Appendix D: Documentation ………………………………………………………. xlii

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

THE PROBLEM AND ITS BACKGROUND

OUR LADY OF FATIMA UNIVERSITY SENIOR HIGH SCHOOL–ABM STRAND

Statement of the Problem

1. How may the respondents profile be assessed in terms of:

d. Type of school last attended