Chapter 1

I. Introduction

A. Background of the Study

Advertising is a way of communication to encourage an audience for making purchase

decision about a product or service and conveying information to viewers. It is considered as a

vital and essential element for the economic growth of the marketers or the entrepreneurs and

businesses (Ryan,1996). Advertising is everywhere wherein these reach the consumers all day-

everyday.

Advertising was begin and introduced by Egyptians who used Papyrus for sales messages

and wall posters, billboards, signboards and outdoor advertising as the most ancient form of

advertising. After 1920, advertising became a source of guidance for consumers, which was

considering not only a source of guidance for buying but also in the matters of socials roles,

improvement in dressing sense, style and development of taste of good foods (Bell, 1976;

Marchland, 1985).

Consumers buying behaviour has always been given so much importance and space in

the literature study of impact of advertising regarding its effectiveness (Ajzen, 2002). The good

quality advertisements are likely to influence consumers into buying that product and purchasing

that service while quality advertisements will do the opposite.

Its main purpose is to inform the consumers about their product and convince customers

that a company's services or products are the best, enhance the image of the company, point out

and create a need for products or services, demonstrate new uses for established products,

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announce new products and programs, reinforce the salespeople's individual messages, draw

customers to the business, and to hold existing customers.

St. Peter’s College of Ormoc (SPC) in Ormoc City Leyte, the school of our respondents

in selected students, teachers and staffs, where in most us the SPCian’s are consumers of Jollibee

Ormoc, however there are still some students, teachers and staffs aren’t consumers of Jollibee

Ormoc.

In line with this topic, the researchers and this study aims to identify the impacts of

Jollibee advertisement on consumers buying behaviour at Saint Peter’s College of Ormoc in

2018. This also aims to determine the different factors such as the psychological and emotional

factors from the Jollibee advertisement that could affect and change the consumers buying

behaviour, the researchers would be able to suggest to the administration of Jollibee about the

possible improvements that are to be done to the fast food advertisement in the future.

In accordance to the previous study in Masters Independent University Bangladesh, these

are the effects of advertisements on consumers buying behaviour, consumer buying behaviour

refers to the methods involved when individuals or groups choose, buy, utilize or dispose of

products, services, concepts or experiences to suit their needs and desires (Solomon, 1995). A

behaviour that consumers display in searching for, paying for, using, evaluating and disposing of

products and services that they think will satisfy their needs (Schiffman & Kanuk, 2007). It is a

convergence of three fields of social science, they are, individual psychology, societal

psychology and cultural anthropology (Ramachander, 1988). A theory that answers what, why,

how, when and where an individual makes purchase (Green, 1992); it is particularly important to

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study the subject of consumer buying behaviour as it facilitate firms to plan and execute superior

business strategies (Khaniwale, 2015).

Nowadays, people have access to the endless supply of advertisements. However, they

fancy something new, entertaining and something that can grab their attention. Boring

advertising will not sustain in consumers’ minds long enough. Therefore, entertainment has been

termed as a significant advertising strategy for increasing advertising effectiveness and imploring

them to make a purchase (Madden & Weinberger, 1982).

In their research, consumers depicted satisfaction for products with familiar songs and a

significant relationship was confirmed between the level of familiarity of the songs in the

advertising and its amiability.

Advertising spending also creates positive impression about a brand in the minds of the

consumers. Aaker and Jacobson (1994) also find a positive relationship between advertising and

perceived quality. Hence, advertising spending is positively related to perceived quality, which

leads to greater amount of purchase from that brand as consumers generally prefer to purchase

from a well know brand in order to avoid disappointments over quality.

In this study will contribute to the society to let the future other consumers to

comprehend and understand the different impacts and effects they might get to the different

advertisements of Jollibee. This may also give different feature and overview of the Jollibee

group of fast food chains.

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B. Statement of the Problem

This study targets to determine the different effects of advertisement on consumers

buying behaviour through persuasiveness, brand image, and celebrity endorsement.

The research specifically in seeks to answer the following questions:

1. What are the different possible impacts of 2018 Jollibee advertisement on consumer

buying behaviour in SPC Ormoc

2. What relationship does subsist between advertisement and consumer buying behaviour?

3. What are the effects on consumer buying behaviour if advertisements perish?

4. What appropriate advertisement should be implemented to more consumers?

C. Research Hypothesis

Ha: The Jollibee advertisement has significant effects to the consumers’ buying

behaviour at SPC Ormoc.

Ho: The Jollibee advertisement has no significant effects to the consumers’

buying behaviour at SPC Ormo

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D. Theoretical Framework

In this research, there are several previous studies and theories proving the impact of

social networking sites on student’s behavior and discipline. These are the following:

5 THEORIES OF ADVERTISING:

Theories of Advertising

1. THE MEDIATION OF REALITY

Advertisements are successful when they are integrated with other media and

environments in which they are completely submerged. It is advocated that it is not the content

of the ad that makes them persuasive, but the incorporation of media to amalgamate actions and

fictions. The media defines the excitement and addiction by expanding and strengthening neutral

responses.

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2. SHIFTING LOYALTIES

Ads mirror changing loyalties. Although ads create intense brand loyalty, they also

prompt customers to shift their loyalties and to disown their current loyalties for a relatively new

brand in the market.

3. THE MAGIC OF THE MEANING

Advertisements carry a strong message with a meaning instilled in them. Ads touch our

values, emotions, and the underlying beliefs. In 1962, a cultural theorist Raymond Williams

explained how advertising had swept the goal of selling goods and is more associated with

teaching social and personal values, which is promptly entering politics too. Advertisements are

organised magic’s that hide the real intention of the selling house, which is to sell a product to

make profits.

4. THE HIDDEN MESSAGE

Certain ads misrepresent and misguide the consumers. Packard declared that advertising

is threatening since it uses psychology to form emotionally loaded messages and as the messages

are hidden, the viewer’s critical resilience is dodged and minimized. This approach clearly states

how critical thinking of the potential consumers can be manipulated with ads.

5. IMITATIVE DESIRE

Advertisements tend to act upon the prospect’s mind. It’s been observed by some

theorists that people usually have the desire of becoming others, especially when the other

person is famous, beautiful or powerful. But the reality is it’s impossible for someone to become

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like another. However, this impossibility keeps the desire alive in all of us. The soul of the ritual

is that people work in communities through imaginative projection towards others.

E. Significance of the Study

This study is significant to the following sectors: To the SPCians, staff and , to the

Jollibee fast food chain and to the future researchers that will have the same study of this

research.

To the SPCians, staff and teachers, the study will contribute to the effect the way they

behave towards consuming in any Jollibee fast food chain.

To Jollibee fast food chain, the study will impact the marketing system and plan and

improve further their future advertisement.

To the future researchers, this will help to be a basis and a guide with their study. This

will also be an effective source for the review of related literature in their research.

F. Scope and Limitation

As much as possible the researchers want to gather the most veracious results,

howbeit, there are some scope and limitations of the study but are not bounded to

interfere. This quantitative research only scope the survey in the effects of advertisements

to the customer buying behaviour and intend only to focused on the random high school

to senior high school students and teachers/staffs in SPC Campus by conducting a survey

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 by about 20 individual (students and teacher/staffs) on their own perspectives on how the

advertisements affect their behavior as consumers’. The survey answers may demarcate

only base on their own experience as a consumer.

G. Definition of Terms

Advertisement- is an announcement online, or in a newspaper, on television, or

on a poster about something such as a product, event, or job.

Awareness- concern about and well-informed in a particular situation or

development.

Business- the practice of making one’s living by engaging in commerce.

Marketing Plan- is a comprehensive document or blueprint that outlines the

advertising and marketing efforts for the coming year. It describes business

activities involved in accomplishing specific marketing objectives within a set

time frame.

Personal Selling- is where businesses use people to sell the product after meeting

face-to-face with the customer.

Persuasiveness- the quality of being able to make you want to do or believe a

particular thing.

Product- an article or substance that is manufactured or refined for sale.

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Promotional Mix- the promotional mix describes a blend of promotional

variables chosen by marketers to help a firm reach its goals.

Public Relations- the professional maintenance of a favorable public image by a

company or other organization or a famous person.

Purchase- acquire (something) by paying for it; buy

Sales Promotion- sales promotion includes several communications activities

that attempts to provide added value or incentives to consumers, wholesalers,

retailers, or other organizational customers to stimulate immediate sales.

Seek- attempt or desire to obtain or achieve (something).

Vital- absolutely necessary or important; essential