Influence of Demographic Characteristic

Chapter 1
Introduction
Background of the study
Conducting a business is never easy. Growing businesses face a range of
challenges, not only opportunities. As it grows, different problems and opportunities
demand different solutions – what worked a year ago might not be the best approach
in the present. That is why businesses have come up with different marketing
approaches to reach one of the most important part of its success – their customers.
Consumers are the focus of all marketing activities. According to Kumar
(2019), knowledge regarding the consumers’ activities and behavior is one of the
most important aspects of marketing. Human desires are unlimited and changes from
time to time. Thus, consumer research has emerged as an extension and an integral
part of marketing research to come up with a good marketing strategy, such as good
advertisement decisions.
In today’s generation, where people are driven with different needs and wants,
business organizations are challenged with regards to advertising products. In the field
of marketing, a marketer cannot decide on his or her own advertisement decision
without studying his or her target market. To do that, further research must be
conducted to identify the consumer’s needs and wants to come up with an effective
advertisement decision. Many factors are needed to be considered that affect the
needs and wants, such as the demographic characteristics and economic status. Even
when a marketer has finally conducted a research, thorough study must be conducted
continuously because as these factors changes, there is also a constant change in their
needs and wants and may be observed by the changes in their buying behavior.
Consumer needs and wants can be influenced by several factors. It can be on
demographic characteristics according to his or her age, gender, family size,
occupation and generation and also the economic status based on their education and
income status. Based in an observation, two people that has different generation, the
similarity between their decisions and buying behavior as a consumer can be seen.
Younger consumer preferred the trends nowadays compared to elderly people. These
factors are just some of the proof at the surface. However, several factors are affecting
the needs and wants of consumers. Some of these consequences are easily noticeable
because it is currently happening in the business industry.
Age is one of the curial factors of demographic characteristic that affects
consumer behavior and help in the decision making of a company on which
advertisement tool should they use and apply in promoting its product in the market.
The needs and wants change as the age of the person increase. Similar changes come
to their needs and want decision making patterns. It brings changes to people's way of
living and with it, their primary needs and personal wants are also affected. Mostly
young people spend more on the currently popular of fashionable wants while elderly
people mostly focus on their necessities, especially to their health-related expenses.
In this way, age represents one of the essential demographic factors affecting
consumer behavior and buying decisions.
On the other hand, another crucial factor is gender, men and women approach
shopping with different motives, perspectives, rationales, and considerations males
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and females want different products due to their different upbringing and socialization
along with various other factors like social, psychological, etc. And they are likely to
have different ways of thinking about obtaining these. We can see in our daily life that
both genders are completely different in decision making whether it is a personal life,
professional life and even if it is eating or shopping decisions both the genders differ
completely in every stage of decision making.
And lastly crucial factor is generation, there are four (4) generations according
to the article of Francis, T. and Hoefel, F. (2018), which are the Baby Boomer,
Generation X, Generation Y, and Generation Z. Each generation are different from
each other Baby boomers are born on 1940-1959 their behavior is idealism,
revolutionary, and collectivist in terms of consumption they like ideology, Vinyl, and
movies. Generation X is born in 1960-1979 their behavior is materialistic,
competitive, and individualistic in terms of consumption they like brands, cars, and
luxury articles. Generation Y also known as millennials are born on 1980-1994 their
behavior is globalist, questioning and oriented to self in terms of consumption they
like experience, festivals, travels, and flagships, and lastly Generation X born on
1995-2010 their behavior is undefined, communaholic, dialoguer and realistic on the
other hand in terms of the consumption they like uniqueness, unlimited, and ethical.
An advertisement has a big influence, it does not only inform consumers but it
also helps in retaining a brand image wherein different consumers will have a
particular knowledge on what kind of products fit their needs and wants. A company
should base on demographic characteristic and economic status to know their target
market. The three (3) crucial factors which are age, gender and generation maybe be
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used as a guide in creating and innovating products that are is suitable for different
target markets or different generation and these factors will also help the company to
align the creation and decision making of advertisement that would fit to the
consumers’ demographic characteristic and economic status. According to Vilcekova
(2013), demographic variables play a significant role in understanding consumers and
it is important for marketers to examine them to transform demographic challenges
into opportunities.
This study will help business industries, and marketing people on how does
demographic characteristics influence the needs and wants of the consumers. By that,
they could be able to come up with an effective advertisement decision that will
surely be beneficial for their overall success.
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Review of Related Literature
Factors that influence buying behavior
Filipinos have different buying behavior depending on our needs and wants,
and these needs and wants maybe influenced by their demographic characteristic
according to article of (Cabiao,2013) there are 4 factors that explain the Filipino
buying behavior. He stated that Filipinos like to look good Filipino women care about
their looks, Barra said, and 72% of them specifically like to improve their hair and
change their complexion. This is supported by the purchase growth of 12.6% in hair
conditioners and 6.3% in hand and body lotion from June 2009 to June 2013.Being
fair is a Filipino consumer’s definition of beauty. Proof is the 10% purchase increase
in whitening products versus just 1% in non-whitening products from 2011 to
2013.The purchase of whitening body lotion grew 8% compared to non-whitening
lotion's 5%. Notable growths were observed from Visayas and Mindanao across
socio-economic classes C and E. The beauty trend is also being driven by young
households (those with children 12 years old and below) and adult homes (those
whose members are 19 and up).
They buy mostly from supermarkets and direct sales channels. Filipinos also
purchased 19% more hand sanitizers and 9% more baby wipes/wet tissues from June
2009 to June 2013.In addition to germ-protection, Filipinos care more about their
hygiene with a 54% increase in razor purchase, 11% in panty liners and 10% in
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sanitary pads. Similar to the trend on beauty, hygiene was driven by Visayas and
Mindanao consumers from socio-economic classes D and E who are members of
young and mixed households (those with children 12 and below, and teens).
They buy healthy foods, does Fun runs, exercise and other physical activities
have been promoted and practiced more by Filipinos in recent years. In addition,
Filipinos are now choosing the healthier lifestyle as shown in their food product
choices. On food purchase over the past 5 years, there has been an increase in cereals
(17%), yoghurt/cultured milk (9%), canned vegetables (6%) and biscuits (6%). For
beverages, purchase increases have been seen in soy milk (20%), bottled water (12%),
energy/sports drink (10%), fruit/vegetable juices (7%) and powdered milk (6%).
These patterns in purchase behavior have been observed more in North Luzon
and Mindanao across socio-economic classes AB, C and E and in mixed and adult
homes. Lifestyle on the go Filipinos want food, beverage and cooking choices to be
fast, easy and convenient. Over the 5 past years, growth of purchase in ready-to-drink
choco drinks (21%), ready-to-drink coffee (17%) and ready-to-drink energy/sports
drinks (11%) have increased. Quick and easy meal purchases have also increased
including those of instant noodles (9%), instant pasta (7%) and canned meat (7%).
There has also been purchase growth among products that make cooking easy,
including meal flavorings (17%), liquid seasoning (11%), breading (7%) and bouillon
(5%). These patterns have been seen more in South Luzon and Mindanao, among
consumers from the socio-economic class C who are mostly from young and adult
homes.
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Factors that influence buying decision
According to the article of (Nielsen, 2013) there are 4 factors that influence
Filipino’s decision to buy. He stated that Filipino loves freebies, based on the result of
the survey he conducted about 76% of Filipino respondents said they are more
attracted to buy products that come with free gifts. Which concludes that “Filipinos
may be ready to spend but still they are on the lookout for the best deals and promos.
Offering extras or gifts to consumers will get them to buy a product over another.”
Filipinos shop around, loyal to brands about 77% of Filipino respondents said that
they usually have preferred brands and types before buying. He stated that TV
remains main source of product information Television remains the main source of
product information for Filipino respondents for items, such as cosmetic/skin care,
food and beverage, personal care, health care/medicine, household product and home
appliance. And lastly he stated that Advertising influence brand respondents from the
Philippines (78%) and Korea (79%) said commercials increased their brand
preference and about 73% of Filipino respondents agreed that the image created by
advertising influenced their decision to buy a product.
Main factors affecting human wants
There are many factors that influence human wants that may affect their
buying behavior, buying decision and perception on a certain product, There are 13
factors which affect the human wants it includes Physiological, Geological,
Economic, Social, Psychological, Moral and Religious, Scientific, Habit and Fashion,
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Advertisement and Publicity, Spread of Education and Knowledge, Distribution of
income, Political situation and lastly Industrial position. According to the article of
(Shaik, 2010) he explained these 13 factors influencing human wants Everyman feels
the necessity of life saving articles. For example, an old man feels the necessity of
walking stick while a child wants toy. Geographical Factors: Wants to a great extent
depends upon geographical and climate conditions of the country. Opposite to this,
cold drinks and cotton clothes will be popular in mild and warm climate. Economic
factors also affect the necessaries and wants. For example, People mostly like to wear
modern and good design clothes in order to receive respect in the society. Moral and
religious factors affect the wants. A person having the theory of plain living and high
thinking has less want in comparison to that man who leads his life in luxury. The
habit and fashion of a man affects the need and living of a man. For example, in
village the publicity of television, availability of good quality of cold drinks become
popular only by advertisement and publicity. Increase in education increases
knowledge and spreads civilization and standard of living. The knowledge and
position in the society compels man to purchase motor car, good clothes, quality
articles in order to increase social prestige. Distribution of income also affect wants. If
in the society there is uneven distribution of income, then poor peoples purchasing
power will be less. On the other-hand rich people will start purchasing goods of
luxury and comforts. Increase in income will create demand of luxury and comfort
goods. If there is political insecurity in the country and there is danger of attack by the
neighboring country then the government feels the need of purchasing arms and
ammunitions. Industrial position of a country affects the social status of a man. If the
industry is developed in any country, people will earn more, their standard of living in
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increase. More articles can be purchased. On the other-hand, if the industrial situation
is not favorable, rather it is going down, then most of the factory will have to be
closed.
Effect of demographic characteristic of consumers
Every consumer has different demographic characteristic that influence there
behavior especially there needs and wants, it is important to understand the influence
of demographic characteristic in order to create an advertisement suitable for different
consumers. According to the study of (Christia & Ard, 2016) the study states that
understanding the effect of key demographics such as age, income, and gender of
consumers is important. Consumer behavior can be described as “activities people
undertake when obtaining, consuming and disposing of products and services”
(Blackwell, Miniard and Engel, p. This paper reviews and evaluates select
demographic factors which have been examined in the past. Demographic
Development International Journal of Education and Research Vol. Safakli (2007)
found that service quality perceptions differ across customers of different
occupational groups. According to marketing theory, there are four basic factors
affecting the consumer behavior: cultural, social, personal, and psychological (Tintin,
2013). In addition to age, income, and occupation, this paper will analyze
demographic characteristics of patients in status, tenure, proximity, and
ethnicity. Among many demographic variables, research has found occupation to be a
significant factor affecting customer and patient perceptions of overall service
quality. Thus, this paper examines the relationship of income as a demographic
characteristic that might affect the consequences of service quality. Generally, age is
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an important factor affecting consumer behavior. Demographic characteristics and
service quality It has been theorized that demographics can serve as an important
influence on the consumer decision making process. These factors include the
demographic characteristics of consumers’ Demographic characteristics, such as
gender, age, income level, educational level, etc. play an important role in consumer’s
purchase decision process and can cause deviation from general patterns of consumer
decision making (Lee, 2005). For instance, studies have revealed that gender,
education, income and age differentiate the consumers' information search
process. Over the next years, factors such as income, gender, age, ethnicity have
emerged as good predictors of consumer behavior and other market related issues
(Pol, 1991). In the service industry, a few empirical studies have reported on the
influence of demographics on customer service quality perceptions and behavior
(Ganesan-Lim, Russel-Bennett, and Dagger, 2008).
Influence of marketing mix on buying behavior and decision of consumers
Different consumers buy based on there perception wherein it is related to
advertisement which is part of the marketing mix that generates brand image and
perception of consumers on the product whether it is a need or a want. According to
the study of (Chaipradermsak, 2007), he stated in his study “The consumer decision
process intervenes between the market strategy (as implemented in the marketing
mix) and the outcomes. Model of Consumer Behavior, Consumers make many buying
decisions every day. That is how the consumers process information to arrive at brand
choices. After the purchase, consumers are satisfied with the benefits of the chosen
brand and are glad to avoid the drawbacks of the brands not
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bought. Purchase. Consumers’ needs and desires may trigger one or more levels of the
consumer decision process. The consumer problems arise in specific situations, and
the nature of the situation influences the resulting consumer behavior. After
purchasing the product, the consumer will be satisfied or dissatisfied and will engage
in post purchase behavior of interest to the marketer. Second, the buyer’s decision
process itself affects the buyer’s behavior (Armstrong & Kotler, 2003). Marketers
need to focus on the entire buying process rather than on just the purchase decision.
“Consumer buyer behavior refers to the buying behavior of final consumers,
individuals and household who buy goods and services for personal consumption.”
(Armstrong & Kotler, 2003, p. 1.6 Buyer Decision Process) The consumer usually
searches his or her memory (the psychological field) before seeking external sources
of information regarding a given consumption related need. Whether or not the offer
lives up to expectation affects customer satisfaction and the probability that he or she
will purchase the product again (Kotler & Keller, 2006).
Influence of age on buying behavior
Age is one of the most crucial factors that affect the needs and wants of
consumers wherein they buy according to their age. Based on the study of (Kudrat,
2015), Age and Buyer Behavior Age is experience. This age group usually buys what
it needs. This report will relate age and buyer behavior. This process of need
recognition is greatly influenced by the age factor of the buyers. Age is a very
important factor when it comes to influencing behavior. After evaluating the goods,
there are three possibilities, a buyer decides from where to buy, when to buy and
whether to buy or not. A child usually doesn’t think much about where to buy his
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products from or when to buy. Therefore, this report will show the factors influencing
behavior in different stages of life and the decision in buying process. The way a
buyer chooses his marketing place, his product, the benefits, the post-purchasing
services and everything else is the behavior of the buyer. This important step in the
buying process is greatly influenced by the age o the buyers. We thus see how largely
the age factor influences buyer behavior in choosing the required product amongst the
gigantic market. It is basically the behavior of a buyer after buying a product. The age
effects the physical capabilities, wisdom, experience, spending capability and these in
turn affect the buyer behavior. Age is very important to let a person decide the way
he/she wants to buy a product. A buyer should always be aware of what he wants,
what he buys and everything else about his decision to buy. The old age then is the
period when even the individual is aware of all marketing methods, information and
knowledge of sound buying and trusts specific brands only. An old man may not be
requiring a computer screen but will buy a laptop for the sake of learning technology
at his age.
The marketers have to set their targets very precisely for all the different age
groups since we see that age is very important in deciding the source of information
for buying goods and services and being aware to some extent is a necessity before a
buyer buy. This age individual will directly go to a store he usually visits, buy a
watch, pay and leave whereas the younger browses for all the brands, designs, prices
and offers. Lack of willingness to evaluate hundreds of brands and physical
incapability makes the buyers of this age group very fast in deciding their products.
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These related literature and studies would be the basis of this research, since
the researchers are studying about the influence of the demographic characteristics to
the needs and wants of the consumers as basis of advertisement decision. The
following literature and studies are related and relevant to the study. The needs and
wants of consumers are affected by many factors wherein the literatures pertained to
topics such as factors affecting buying behavior, buying decision, and human wants of
consumers will support the study. On the other hand, the following studies are also
significant to the study. The studies such as effect of demographic characteristic of
consumers has a connection to the study since the researchers are finding the
relationship between demographic characteristics and needs and wants of consumers.
Also, the researchers are not only finding for its relationship but also to find
appropriate advertisement decision that may be proposed that will help companies in
their advertising strategies, which is related to the influence of marketing mix on
buying behavior and decision of consumers that is stated in the review of related
literature. Lastly, the influence of age in buying behavior, in which age is a
demographic characteristic, is related to this study. Aside from that, each consumer
has different age, and depending on their age, how they buy products whether it is a
need or a want. It may help in identifying the relationship between demographic
characteristics to the needs and wants of consumers.
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Theoretical Framework
According to Kelly (2016), demographics describe who individuals are;
characterized as ethnicity, age/generation, gender, income, marital status, education,
and homeownership. Terms, such a 'Gen X,' 'Generation Jones,' and 'Baby Boomers,'
were created as a way of classifying "a group of individuals, most of whom are the
same approximate age, having similar ideas, problems, attitudes, etc. Marketers have
discovered that they can often work with producers and retailers to provide goods and
services that would appeal to a majority of members of a particular generation, based
on the general needs and wants of consumers within the group (Mitchell, 2000).
Standard microeconomic theory of consumption portrays people as being
endowed with given tastes and as consuming what they can afford. If they can afford
more, they are supposed to consume more – changes in the quality and an increasing
variety of the consumption goods are not addressed (Witt, 2001).
Psychologist Abraham Maslow introduced the concept of a Hierarchy of
Needs. His hierarchy proposes that реople are motivated to fulfill basic needs before
moving on to meet higher level growth needs.
Maslow's Hierarchy of Needs is most often displayed as a hierarchical
pyramid with five levels. However, the most recent depictions of the hierarchical
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pyramid have seven or eight levels. But no matter which pyramid you review, the
lowest levels of the pyramid are made up of the most basic needs, while the more
complex needs are located at the top of the pyramid. The four lower levels of all the
pyramids are considered physiological or deficiency needs, while the top level (s) are
considered growth needs. Maslow's believes that the lower level needs have to be
satisfied before higher needs can influence behavior.
Maslow's Theory of Motivation
The basis of Maslow's theory of motivation is that human beings are
motivated by unsatisfied needs, and that certain lower needs need to be satisfied
before higher needs can be addressed. Needs at the bottom of the pyramid are basic
physical requirements including the need for food, air, water, and sleep. Once these
lower-level needs have been met, people can move on to the next level of needs,
which are for safety and security. Once these needs have been reasonably satisfied, he
or she may be able to reach the next level, and eventually after all the lower needs are
met, they can reach the highest level called self-actualization.
According to Colin Campbell, both academic and popular discussion of
consumption tend to centre around two dominant discourses or rhetorics. These are
those of need (satisfaction) and want (desire). These rhetorics relate to contrasting
models of human action with associated ideologies. The need rhetoric has its origin in
a Puritan-inspired utilitarian philosophy of comfort and satisfaction, while the want or
desire rhetoric has its origin in a Romantic-inspired philosophy of pleasure-seeking.
Although both ideologies and their associated rhetorics are institutionalized in
contemporary society, it is the former that tends to have greater legitimacy.
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Consumer theory is the study of how people decide to spend their money,
given their preferences and budget constraints. A branch of microeconomics,
consumer theory shows how individuals make choices, given restrains, such as their
income and the prices of goods and services. Through consumer theory, we are better
able to understand how individuals’ tastes and incomes influence the demand curve.
These choices are among the most critical factors, shaping the overall economy.
Advertising plays a vital role in shaping dreams and helping customers in
taking conscious product and brand decisions. Through advertisement the impact can
reach a wider audience, and the main motive of advertising is to inform, persuade,
convince, remind the customers about the product/services. Advertising among
competing brands has seen to be rapidly increasing and has made consumers more
knowledgeable about several products and services in the market. Advertising has
evolved from the local stage to an international level. Now corporations are looking
outside their own country for new customers. Most of the adverts use appealing
images and persuasive words to convince individual’s perception about the product.
New ideas and innovative ways attract customers to buy the product and remember
the brands. According to a research “Impact of Promotional Activities on Consumer
Buying Behavior: A Study of Cosmetic Industry” that customer behavior study is
based on the consumer buying behavior. The consumer plays three roles: role of user,
payer and buyer. There is a positive relationship between Relevant News and
pleasure, indicating that relevant news as a strong factor in inducing positive
emotional responses.
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There are five advertising theories that illustrate how and why advertising is
effective in influencing the customers’ behavior and accomplishing its objectives.
There are various theories on advertising and most of them propagate that the success
of advertising controlled by the main practices being carried out which include
frequent brand exposure and repetitive advertising. Theories are the Mediation of
Reality, Shifting Loyalties, The Magic of the Meaning, the Hidden Message, and
Imitative Desire.
The Mediation of Reality is the theory in which the media defines the
excitement and addiction by expanding and strengthening neutral responses. On the
other hand, Shifting Loyalties prompt customers to shift their loyalties and to disown
their current loyalties for a relatively new brand in the market. The third theory is the
Magic of the Meaning in which advertisements carry a strong message with a
meaning instilled in them. Ads touch customers’ values, emotions, and the underlying
beliefs. The Hidden Message, on the other hand, this approach clearly states how
critical thinking of the potential consumers can be manipulated with ads. Lastly, the
Imitative Desire, in which 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.
These theories are the basis of this study. The theories are constructed in order
to explain, predict and master phenomena regarding the influence of demographic
characteristics to the needs and wants of the consumers as basis of advertisement
decision. Given these theories, the study would be guided in finding an accurate
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answer to the main problem of the research. Aside from that, these will also build a
strong case for investigating and measuring the intention of this study.
Statement of the Problem
This study aims to determine the influence of demographic characteristics on
the needs and wants of the consumers as basis of advertisement decision.
Specifically, it seeks to answer the following questions:
1. What are the demographic characteristics of the respondents in terms of;
1.1 Age
1.2 Gender
1.3 Year level
1.4 Civil Status
1.5 Economic Status
2. How may the needs and wants of the consumer be described?
3. What is the influence of demographic characteristics to the needs and wants of
the consumers?
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4. What advertisement decision may be proposed based on the results of the
study?
Conceptual Framework
Needs
 Food
Advertisement
Demographic  Water
Decisions
Characteristics  Shelter
 Clothing  TV ads.
 Age
 Social media
 Gender
advertisements
 Year level
 Posters or
 Civil Status
Wants Flyers
 Economic
 Billboards
Status
 Jewelry  Radio Ads.
 Gadgets
 Automobile
Figure 1 shows the influence of the demographic characteristics on the needs and
wants of the consumers. The result would be the basis of advertisement decision
Hypothesis
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Ho: Demographic characteristic influence the needs and wants of consumers
Ha: Demographic characteristic does not influence the needs and wants of consumers
Significance of the Study
For managers, the findings of this study would serve as a guideline for
enhancement of Advertisement program. Thus, they could improve the advertisement
program within their businesses that would benefit the organization and to enhance
their products and services.
For buyers, the study reveals information about consumers’ expectations
about their needs and wants in consuming products.
For the government, the information, analysis and findings gained from this
research could prove valuable to both academics and business people in terms of
factors influencing consumers’ purchasing decisions in terms of their demographic
characteristics.
For economy, this study could be a reference for further study in the field of
the Influence of Demographic Characteristics on the Needs and Wants of Consumers:
Basis of Advertisement Decision
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For future researchers, this study would provide those suggestions and
recommendations on how to effectively lead with morality, and on how to avoid
having the same problems regarding leadership.
Scope and Limitation
This study focuses only on the influence of demographic characteristics to the
needs and wants of consumers: Basis of advertisement decision since people do not
have the same demographic characteristic this study will only focus on the five
demographic characteristic which is age, gender, highest educational attainment, civil
status and economic status and how these demographic characteristics may influence
the needs and wants of consumer that would be basis on advertisement decision.
This study will be conducted at New Era University. The data gathering
instrument that will be used in this study is a survey questionnaire or checklist type.
and it is only limited to students of marketing management per college year level 2 nd
year and 4th year, to know if there is a significant relationship between demographic
characteristics and needs and wants of consumers.
The researchers cannot gather answers from respondents outside such as
malls, wherein many consumers buy products. due to financial problem , since it
would be an increase in expenses in doing the research and not all the researchers are
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available in the same time due to some researchers are irregular students which have
different class schedules aside from financial problem the researchers is also bounded
by time which in they need to gather information and answer on the survey
questionnaire in order to meet the deadline of the research in the reason why they
choose respondents from New Era University since all of the people in the New Era
University is also considered as consumers and they have different demographic
characteristic.
Definition of Terms
In order to understand this study, these following terms will guide the
researcher to better understand the study
Advertisement A notice or announcement in a public medium promoting a
product, service, or event or publicizing a job vacancy.
Age is a demographic characteristic that tells which generation the person
belongs to.
Billboard a flat surface (as of a panel, wall, or fence) on which bills are
posted specifically : a large panel designed to carry outdoor advertising
Civil Status corresponds to your family situation. It can mean being single,
married, in a civil union, adopted, divorced, a member of a single-parent family, or
any form of family ties or affinity with another person.
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Consumers people or organizations that purchase products or services.
Demographics target market include people who share similar demographic
characteristics. Demographics include items such as age, gender, income level and
amount of education.
Economic Status the perpetuation cross generations of a family’s social class.
Depends on family income.
Flyers is a form of paper advertisement intended for wide distribution and
typically posted or distributed in a public place, handed out to individuals or sent
through the mail.
Highest educational attainment refers to the degree or level of completed
education of a person on the basis of the followings: elementary, highschool, technical
vocational, Bachelor's degree in college, Masterate in Graduate School and Doctorate
in Post Graduate Studies.
Gender either of the two sexes (male and female), especially when considered
with reference to social and cultural differences rather than biological ones.
Marketers person whose duties include the identification of the goods and
services desired by a set of consumers, as well as the marketing of those goods and
services on behalf of a company.
Needs is a consumer’s desire for a product’s or service’s specific benefit,
whether that be functional or emotional. The emotional benefit tends to be a stronger
driver for consumers, as functional benefits can be easily copied by competitors.
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Poster advertising are a common print promotional technique used by small
businesses.
Radio Advertisement is commercials of various lengths that run on radio stations.
Social Media Advertisement is the practice of online advertising on social
networking channels.
Television advertisement is ten- to 60-second commercials on network TV
stations.
Wants is the desire for products or services that are not necessary, but which
consumers wish for.
CHAPTER 2
METHODS
Research Design
The descriptive correlation was employed to this study to describe
the influence of demographic characteristics to the needs and wants of consumers.
According to (Quaranta,2017) A descriptive correlational study is a study in which
the researcher is primarily interested in describing relationships among variables,
without seeking to establish a causal connection.
Population
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The study was conducted in New Era University-School of
Management, Quezon City. New Era University (NEU) is a private educational
institution in the Philippines, run by the Iglesia ni Cristo (INC). Although it is linked
with the INC, it is a non-sectarian university. Its main campus is at New Era, Quezon
City, within the Central Office Complex of the INC. Aside from its flagship Quezon
City campus,it has three campuses around the Philippines, including one in San
Fernando City, Pampanga, in Lipa City, Batangas, in General Santos City.
Respondents
The survey was conducted exclusively on New Era University with the
maximum of 65 respondents. The researchers consider the 2 nd year and 4th year
Marketing Management students of New Era University comprising of male and
female respondents. They were the chosen respondents because they different
demographic characteristic. More over, they are considered as consumer because they
buy and use products. The written survey questionnaires aim to determine the
Influence of Demographic Characteristics on the Needs and Wants of Consumers.
In order to determine the number of respondents the researchers used the
slovin’s formula the total number 2nd year marketing students in New Era University
is 20 and 4th year students are 51 which is the sample size and a margin of error of
5%.
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N
n=
1+ Ne2
Where in:
N= 20
e = 5%
20
n= =20.05∨20
1+20 ( 0.05 )2
Where in:
N= 20
e = 5%
51
n= 2
=45.23∨45
1+51 ( 0.05 )
Research Instruments
In this study, the researchers used Survey Questionnaires as their research
instruments to conduct and gather all the results come from the respondents of New
Era university for this study. The survey questionnaire is divided into 3 first is the
questions pertaining to the demographic characteristics of the respondents second is a
checklist of needs and wants, and lastly questions pertaining to the ranking of the
needs and wants of the respondents that will help answer the problems stated in the
statement of the problem of the study.
Sampling
The researchers used Stratified Random Sampling in selecting the
sample population which are students in New Era University. Since the respondents
26
of this study are students in New Era University, the researchers have subdivided the
population into smaller groups wherein students are subdivided into four (2) Strata
which are marketing management students 2nd year and 4th year students.
Validity
In order to ensure the validity of this research, the researchers have consulted
their research adviser with regards to the content of their questionnaire and other
important parts of the study. In the validation process of this study, the copies of the
questionnaires will be distributed to the chosen 65 respondents in New Era
University.
Reliability
In ensuring reliability, in this study the responses will obtain through the given
questionnaires should be assess thoroughly, as to whether the results are accurate and
consistent with the data collected. The results that will be gather by the researchers’
will may give an idea on the influence of demographic characteristic on the needs and
wants of consumers.
Data Analysis
The analysis including descriptive statistics and inferential statistics.
Descriptive statistics including frequencies and percentage were used to present the
description of the subject regarding Demographic Characteristics and Needs and
27
Wants. To explain the relationship between Demographic Characteristics and Needs
and Wants
Statistical Treatment
This research employed the following statistical treatment of data:
 determine the percentage for data on profile (e.g. age and gender)
f
Formula for Percentage: %= x 100
n
Where:
% = Percentage
f = Frequency
n = Number of cases or total sample
CHAPTER 3
Results
This chapter presents the result of the study to provide the “set of statistic” in
standard forms of tables and figures.
Demographic Profile of the Respondents
The demographic profile of the respondents includes Age, Gender, Year level,
Civil Status and Economic status (Average monthly family income).
28
Table 1. Distribution of the Respondents According to Age
AGE(Bracket) FREQUENCY PERCENTAGE Ranking

18-20 34 52.30% 1
21-23 26 40% 2
24-26 3 4.62% 3
27-29 1 1.54% 4
30-32 1 1.54% 5
Total 65 100%
Table 1. Presents the age of the respondents. The most respondents which is 34 are
within the age bracket of 18-20 years old. It can be interpreted that there are younger
students than matured students among the respondents.
Table 2. Distribution of the Respondents According to Gender
GENDER FREQUENCY PERCENTAGE

MALE 28 43.08%
FEMALE 37 56.92
Total 65 100%
Table 2. Presents the gender of the respondents. The most respondents are 37
which is female. It can be interpreted that there are more female students than male
students among the respondents.
Table 3. Distribution of the Respondents According to Year level

Year level Frequency Percentage
2nd Year 20 30.77%
4th Year 45 69.23%
Total 65 100%
29
Table 3. Presents the Year level of the respondents. Most respondents are 45
which is 4th year. It can be interpreted that there are more 4th year students than 2nd
year marketing management students among the respondents.
Table 4. Distribution of the Respondents According to Civil status

Civil Status Frequency Percentage
Single 62 95.38%
Married 3 4.62%
Total 65 100%
Table 4. Presents the Civil status of the respondents. It can be seen that most
respondents are 62 which is single It can be interpreted that there are more single
students than married students among the respondents.
Table 5. Distribution of the Respondents According to Economic status

Economic status Frequency Percentage Ranking
(Average monthly
family income)
Below 10,000 13 20% 2
10,000 – 25,000 29 44.62% 1
26,000 – 40,000 7 10.77% 4
41,000-49,000 5 7.69% 5
50,000 & Above 11 16.92% 3
Total 65 100%
Table 5. Presents the Economic status of the respondents. It can be seen that
most respondents are 27 which has 10,000 to 25,000 average monthly family income.
It can be interpreted that there are more students that has an average monthly family
income of 10,000 to 25, 000 than students that have 50,000 & Above average monthly
family income among the respondents.
The figure below, describes the needs and wants of the consumers based on
the answers of the respondents regarding the following items if it is a need or a want
30
for them. The items listed below shows how many respondents describe their needs
and wants. Based on the results, items such as food, water, clothes, shelter, medicine,
and education are the most needed things for the majority of respondents to be able to
survive. Toiletries, shoes, school supplies, transportation and groceries are the things
that the respondents also consider as their needs. On the other hand, other items such
as internet, cellphone, bags, home furniture and sports or recreation were considered
as needs but only half of the respondents actually consider these. The rest of the items
which composed of jewelry, laptop, television, air conditioner, cosmetics, fast food,
car, cellphone accessories, tablet or iPad, subscription, bags, watches, pets, travel and
camera were considered only by few of the respondents as their needs.
The wants of the consumers were also described. Majority of the respondents
consider jewelry, cosmetics, fast food and subscription as their most wanted items
which they desire and can live without. Next to these are laptop, television, car,
cellphone accessories, tablet or iPad, bags, pets, sports or recreation, travel and
camera which were also considered as their wants by many of the respondents. On the
other hand, the rest of the items which composed of groceries, transportation, air
conditioner, medicine school supplies, shelter, shoes, clothes, toiletries, water, food
and education were the least wanted items of the respondents, although some of them
still consider these as their wants.
31
Figure 2
Need Want
23.08 76.92
Camera 23.08 76.92
18.46 81.54
Sports or Recreation
16.92 43.08 56.92
9.23 83.08
Education 90.77
46.15 53.85
Pets 30.77 69.23
23.07 76.92
Bags 41.54 58.46
4.62 95.38
Tablet or Ipad 18.46 81.54
18.46 81.54
Car 20 80
9.23 90.77
Cosmetics 4.62 12.31 95.38
10.77 72.31
Television 27.69
33.85 66.15
Jewelry 3.08 96.92
49.23
50.76
Internet 49.23
50.76
9.23 90.76
School supplies 20 80
6.15 93.85
Shoes 30.77 70.31
6.15 93.85
Toiletries 16.92 83.08
1.54 98.46
Food 1.54 98.46
32
The figure below, describes the needs and wants of the consumers based on the
answeof
To identify the influence of Demographic Characteristics to the needs and
wants of consumers the following figure below will show the needs and wants of the
respondents pertaining to their Age, Gender, Year level, Civil status and Economic
status (Average monthly family income).
The following figures pertains to the influence of Age to needs and wants.
Sports or Recreation School Supplies Medicine Internet
Education 1% 1% 1% 1%
6% Pets
1%
Cellphone
4% Food
31%
Shelter
18%
Clothes Water
17% 20%
Figure 3. Needs of Ages 18-20 years old
As shown here Food, Water and Shelter is the most needed of
Ages 18-20 years old, However the other following categories such as clothes,
education, cell phone, pets, sports, school supplies, medicine, and internet are the least
needed.
Home Furniture
Pets Transportation Clothes
1%
Subscription
3% 1% 1% Jewelry
3% 7%
Car Tablet
6% 6%
Groceries Camera
3%
Water1%
1% Television
Bags 4%
2%
Shoes
3% Cellphone
Cosmetics 15%
6%
Travel
8%
Internet Air conditioner

Fast food 13% 4%
5%
Laptop
5% Sports
4%
33
Figure 4. Wants of Ages 18-20 years old
As shown here Cellphone, Internet and Travel is the most wanted of Ages 18-20 years
old, However Jewelry, Cosmetics, Car, and Tablet is slightly wanted by Ages 18-20
years old also the other following categories are the least wanted such as Laptop, Fast
food, Air conditioner, Sports, Television, Shoes, Subscription, Pets, etc.
Medicine Shoes Car

1% 1% 1%
Water Food
22% 32%
Clothes
11%
Education
8%
Shelter
23%
As shown here Food, Shelter, and Water is the most needed of Ages 21-23
years old, However the other following categories such as clothes, education,
medicine, car and shoes are the least needed.
34
Home Furniture
Laptop
Transportation
Groceries
Water
Bags 1% Internet
1% 1%3%
1% 1%
Clothes 6%
3%
Jewelry
Food 4%
1%
Medicine
3% Travel
Shoes 18%
3%
Subscriptions
6%
School supplies Cellphone

4%
6%
Fast food
4% Car
Air conditioner 15%
4%
Camera
6%
As shown here Travel, Car and Cosmetics is the most wanted of Ages 21-23
years old. However, cosmetics, camera, internet, and subscription is slightly wanted
by Ages 21-23 years old also the other following categories are the least wanted such
as fast food, jewelry, air conditioner, school supplies, medicine, shoes, etc.
Groceries
8%
Shelter Food
17% 33%
Toiletries
8%
Water
33%
35
Tablet or Ipad
8%
Subscription
8% Laptop
25%
Shoes
8%
Car
17%
Travel
25%
Fast food
8%
As shown here Food, Water and Shelter is the most needed of Ages 24-26 years
old, however the other following categories such as toiletries and groceries are the
least needed.
As shown here Laptop, Travel and Car is the most wanted of Ages 24-26
years old, however fast food, shoes, subscription and tablet are the least wanted of
Ages 24-26 years old.
Shelter Food
33% 33%
Water
33%
As shown here Food, Water and Shelter is the most needed of Ages 27-29 years old.
36
Cellphone
29%
Laptop
41%
Watches
29%
As shown here Laptop, Cell phone and Watches is the most wanted of Ages 27-
29 years old.
Food
Groceries 33%
33%
Water
33%
37
As shown here Food, Water and Groceries is the most needed of 32Ages 30- years
old.
Internet Travel
33% 33%
Education
33%
As shown here Travel, Education and Internet is the most wanted of Ages 27-29
years old.
The following figures pertains to the influence of Gender to needs and wants.
Gender include male and female.
Toiletries Groceries Sports or recreation
Medicine School supplies 1% 1% 1%
Cellphone 1% 1%
2%
Education Shelter
7% 18%
Clothes
13%
Food
31%
Water
23%
Figure 13. Needs of Male
38
As shown here Food, Water and Shelter is the most needed of those who
belong to male. On the other hand, the clothes, cellphone and education are slightly
needed based on the result of the survey, while the rest of the category are the least
needed.
School suppliesBag or Recreation Clothes

Sport Cosmetics
Shoes 1% 1% 1%5% 1%
5%
Air conditioner Car
2% 14%
Television
5%
Laptop
11%
Cellphone
12%
Tablet
5%
Medicine
1%
Jewelry
Subscription 5%
2%
Internet Travel Fast food
10% 10% 6%
Camera
4%
Figure 14. Wants of Male
Shoes
Internet Groceries Pets Medicine 1%
Cellphone 2% 1% 1% 1%
2%
Clothes
13% Food
32%
Car
1%
Education
7%
Shelter
20%
Water
21%
As shown here Car, Cellphone and Laptop are the most wanted of those who
belong to male. On the other hand, the travel, internet and fast food are slightly
needed based on the result of the survey. However, jewelry, tablet, and others are the
least wanted.
Figure 15. Needs of Female
39
As shown here Food, Water and Shelter is the most needed of those who
belong to female. On the other hand, the clothes and education are slightly needed
based on the result of the survey, however, cellphone, internet and others are the least
needed.
Clothes Medicine School supplies

Subscriptions
Home furnitureEducation 2% 1% 1% 5%
Transportation 2% 1% Jewelry
2% 5%
Fastfood Air conditoner
5% 5%
Camera Shoes
4% 2%
3% Internet
Bag 9%
2%
Water
Watches
2%1%
Food
Groceries Pets
1%2% 4%
Cosmetics Cellphone
6% 12%
Tablet or Ipad
3%
Car
6% Travel
Laptop 15%
2%
Figure 16. Wants of Female
As shown here travel, cellphone and internet are the most wanted of those who
belong to female. On the other hand, the car and cosmetics are slightly needed, based
on the result of the survey. However, fast food, jewelry and others are the least
wanted.
The following figures pertains to the influence of Year level to needs and
wants.
40
Pets School Supplies Medicine
Cellphone 2% 2% 2%
3%
Education
7%
Food
32%
Shelter
13%
Water Clothes
22%
18%
Figure 17. Needs of 2nd year
As shown here Food, Water and Clothes is the most needed of respondents in
2nd year level, On the other hand the Shelter and Education are slightly needed. Also,
the following categories such as Cellphone, Medicine, School Supplies and Pets.
Television
3% Sports or Recreation
Air conditioner 3%
Clothes 3%
2% Cellphone
Fast food 17%
3%
Groceries
2% Travel
Water 7%
2%
Pets
Bags 3%
3%
Shoes
7%
Car Internet
8% 15%
Laptop
8%
Cosmetics
Subscription Tablet or Ipad Jewelry 3%
2% 3% 5%
Figure 18. Wants of 2nd year
As shown here the Cellphone and Internet are the mostly wants of respondents
in 2nd year level, On the other hand the Car, Laptop, Shoes and Travel are slightly
wants of the respondents. Also, the following categories such as Jewelry, Air
Condition, Television, Sport or Recreation, Pets, Fast-food, Bags, Tablets, Cosmetics,
Clothes, Groceries, Water and Subscriptions.
41
Shoes Internet Car
Cellphone Sports or Recreation Medicine 1% 1%
Toiletries Groceries 1% 1% 1% 1%
1% 1%
Education
7%
Food
31%
Clothes
11%
Water
22% Shelter
20%
Figure 19. Needs of 4th year
As shown here Food, Water and Shelter is the most needed of respondents in 4 th
year level, On the other hand the Clothes and Education are slightly needed. Also, the
following categories such as Groceries, Toiletries, Cellphone, Sports or Recreation,
Cellphone, Medicine, Shoes and Internet.
Pets Education Shoes TelevisionBag

Clothes Medicine School supplies
Tablet or Ipad 1% 1% 1% 1% 1% 1% 1%
1%
4%
Car
Laptop 10%
4%
Watches
1% Jewelry
5%
Groceries
1% Air Conditioner
4% Cosmetics
Water 7%
1% Fast food
6%
Food Subscription Internet
1% 5% 7%
Transportation
1%
Home furniture
1% Travel
Cellphone
Camera 10% 16%
5%
Sports
1%
Figure 20. Wants of 4th year
As shown here Travel, Car and Cellphone is the most wants of respondents in
4th year level, On the other hand the Fast food Cosmetic and Shelter are slightly wants
of the respondents. Also, the following categories such as Jewelry, Cameras,
42
Subscription, laptop, Air Conditioner, Tablet or iPad, Television, Medicines, Shoes,
Education, Pets, Watches, Groceries, Clothes, School Supplies, Bags Home Furniture,
Transportation, Food, Water and Sports.
The following figures pertains to the influence of Civil status to needs and
wants.
Car Groceries Toiletries Sports or Recreation

Pets School supplies Cellphone 1% 1% 1% 1%
1% 1% 2%
Education
8%
Internet
1% Food
Shoes 31%
1%
Medicine
1%
Clothes
13%
Shelter
18%
Water
22%
Figure 21. Needs of Single
As shown here food, water, and shelter are the most needed of respondents with
a Single civil status, however the other following categories such as medicine, shoes,
internet, education, pets, school supplies, cellphone, car, groceries, toiletries, and
sports or recreation are the least needed.
43
WaterGroceries Pets Food Subscription
Air conditioner
Tablet or Ipad 1% 1% 2% 1% 4%
Laptop 4%
4% 5% Fast food
Shoes 4%
3%
Television
2% Travel
School supplies 14%
1%
Medicine
1%
Clothes
Internet
2%
10% Cellphone
Bags 12%
1%
Cosmetics
5% Car Home Furniture
Camera 10% 1%
4% Transportation
Sports or Recreation 1%
2% Jewelry
5%
Figure 22. Wants of Single
As shown here, travel, cellphone, car, and internet are the most wanted of
respondents with a Single civil status. On the other hand, the following categories
such as jewelry, sports or recreation, camera, cosmetics, bags, clothes, medicine,
school supplies, television, shoes, tablet or Ipad, groceries, water, pets, food,
subscription, air conditioner, and fast food are the least needed.
Phone
11%
Water
22%
Shelter
33%
Food
33%
Figure 23. Needs of Married
As shown here shelter, food, and water are the most needed of respondent with
a Married civil status, and phone is the least needed.
44
Car Shoes
11% 11%
Bags
Cosmetics 11%
11%
Fast food Jewelry

11% 11%
Cellphone
Laptop 11%
11%
Water
11%
Figure 24. Wants of Married
As shown here, Shoes are most needed of respondents with a Married civil
status. the other following categories such as bags, jewelry, cellphone, water, laptop,
fast food, cosmetics and car are the least needed, which all has an equal of 11 percent.
The following figures pertains to the influence of Economic status to needs
and wants.
Shelter
21%
Food
32%
School supplies
3%
Education
5%
Clothes
21% Water
18%
Figure 25. Needs of Respondents with a Below P10,000 average monthly family
income
As shown here Food, Clothes and Shelter is the most needed of the respondents
with a monthly family income of below to P10, 000. However, the other following
45
categories such as water is slightly needed while education and school supplies are the
least needed.
Clothes Pets
3% furniture 3%
Home
3% Internet
Transportation 14%
3%
Air conditioner Sports or Recreation
3% 3%
Camera
3% Television
5%
Travel
14% Fast food
3%
Car
11%
Subscriptions
8% Cellphone
14%
Tablet or Ipad
5%
Jewelry Laptop
5% 3%
Figure 26. Wants of Respondents with a Below P10, 000 average monthly family
income
As shown here Internet, Cell phone and Travel is the most wanted of
respondents with a Below P10,000 average monthly family income, however car and
subscriptions is slightly wanted by the respondents also the other following categories
are the least wanted such as television, jewelry, tablet and others.
Internet Shoes Toletries

Cellphone 1%
Medicine 2% 1% 1%
2%
Car
1%
Education Food
8% 32%
Clothes
13%
Shelter
16%
Water
22%
Figure 27. Needs of Respondents with a P10,000- P25-000 average monthly family
income
As shown here Food, Water s and Shelter is the most needed of the respondents
with a P10, 000- P25-000 average monthly family. However, the other following
46
categories such as clothes and education are slightly needed while car, medicine,
cellphone and other categories are the least needed.
Groceries Medicine School Supplies

Food Water 2% 1%
1% 1%
1% Travel
Pets 14%
Shoes 3%
Tablet
5% or Ipad
3% Car
Clothes
Bags 2% 10%
2%
Television
2%
Camera Cosmetics
5% 3%
Sports or Recreation Internet
2% 7%
Jewelry
3%
Transportation
1%
Home Furniture Laptop
7% Cellphone
1% 9%
Fast food Air conditioner
5% Subscription
6% 1%
Figure 28. Wants of Respondents with a P10,000-P25,000 average monthly family
income
As shown here travel, car and cell phone is the most wanted of respondents
with a P10,000-P25,000 average monthly family income. However, internet and
laptop is slightly wanted by the respondents also the other following categories are the
least wanted such as camera, cosmetic and others.
47
Education
5%
Clothes
19% Food
33%
Shelter
19%
Water
24%
Figure 29. Needs of Respondents with a P26,000-P40,000 average monthly family
income
As shown here Food, Water, Shelter and Clothes is the most needed of the
respondents with a P26, 000-P40, and 000 average monthly family income. However,
the remaining category which is the education is the least needed.
Fast food
Internet 5%
5%
Camera Cellphone
5% 21%
Watches
5%
Travel
21%
Bags
5%
Car
5%
Jewelry
Sports 21%
5%
income
As shown here cellphone, jewelry and travel is the most wanted of respondents
with a P26,000-P40,000 average monthly family income. However, watches and bag
48
is slightly wanted by the respondents also the other following categories are the least
wanted such as car, sport, camera, internet and fast-food.
Clothes
7%
Food
33%
Shelter
33%
Water
27%
Figure 31. Needs of Respondents with a P41, 000-P49, 000 average monthly family
income
As shown here Food, Shelter, and Water is the most needed of the respondents
with a P41, 000-P49, 000 average monthly family income. However, the remaining
category which is the clothes is the least needed.
Car
7%
Subscription
Tablet or Ipad 13%
7%
Jewelry Fast food

13% 13%
Internet Travel
13% 13%
Cellphone
20%
income
49
Groceries Sports or Recreation
Internet 3% 3%
3%
Cellphone
6% Food
27%
Education
12%
Pets
3%
Shelter
18%
Water
21%
Clothes
3%
As shown here cell phone, subscription, fast food, travel, internet and jewelry is
the most wanted of respondents with a P41, 000-P49, 000 average monthly family
income. However, car and tablet are the least wanted.
Figure 33. Needs of Respondents with a P50,000 & Above average monthly family
income
As shown here Food, Water, and Shelter is the most needed of the respondents
with a P50,000 and above average monthly family income. However, education and
cellphone are slightly needed while clothes, pets, internet and others is the clothes is
the least needed.
Jewelry
Fast food 6%
6%
Air conditioner Cosmetics
3% 18%
Education
3%
Tablet or Ipad
3%
Camera
3% Internet
12%
Subscriptions
6%
School Supplies
3% Travel
Groceries 3%
3% Shoes Car
Cellphone 6% 3%
9% Laptop
Water 6%
6%
Figure 34. Wants of Respondents with a P50,000 & Above average monthly family
income
50
As shown here cosmetic, internet, and cellphone is the most wanted of
respondents with a P50,000 and above average monthly family income. However,
shoes, laptop and water, subscription, fast-food and jewelry is the slightly wanted
while travel, car, groceries and others are the least wanted.
Chapter 4
Discussions
This chapter presents the general summary of the study which includes the
summary of findings, the conclusions drawn based on the findings, and the
recommendations of the researchers which are connected to the findings and
conclusion of the study.
Summary of Findings
This study was conducted for the purpose of knowing the influence of
demographic characteristics to the needs and wants of the consumers as basis of
advertisement decision. The descriptive-correlational method and stratified random
51
sampling technique were used for gathering data. The survey questionnaire served as
the instrument for collecting data. Sixty-five (65) students from Business
Administration major in Marketing Management students that are 2nd year and 4th year
level were the respondents and the inquiry was conducted during School Year 2019-
2020.
The findings of the study are as follows:
1. What are the demographic characteristics of the respondents?
The study discloses that in terms of age, 1.54% are already in the age range of
30-32 years old and 52.30% are within the 18 – 20 years old bracket, It also
shows that 40% are within the 21-23 years old range, on the other hand 4.62%
are within the 24-26 years old, and 1.54 are within the 27-29 years old range.
In terms of gender, 56.92% are female and 43.08% are male. As regard to year
level, 69.23% are 4th year marketing management students and 30.77% are 2nd
year marketing management students. As to civil status, 95.38% are single and
4.62% are married. Lastly, in the matter of economic status (average monthly
family income), 20% has below 10,000, On the other hand 44.62% has
P10,000-P25,000, while 10.77% has P26,000-P40,000, 7.69% has P41,000-
P49,000 and 16.92% has P50,000 & above average monthly family income.
2. How may the needs and wants of the consumer be described?
The study reveals, items such as food, water, clothes, shelter, medicine, and
education are the most needed things for the majority of respondents to be able
to survive. Toiletries, shoes, school supplies, transportation and groceries are
52
the things that the respondents also consider as their needs. On the other hand,
other items such as internet, cellphone, bags, home furniture and sports or
recreation were considered as needs but only half of the respondents actually
consider these. The rest of the items which composed of jewelry, laptop,
television, air conditioner, cosmetics, fast food, car, cellphone accessories,
tablet or iPad, subscription, bags, watches, pets, travel and camera were
considered only by few of the respondents as their needs the wants of the
consumers were also described. Majority of the respondents consider jewelry,
cosmetics, fast food and subscription as their most wanted items which they
desire and can live without. Next to these are laptop, television, car, cellphone
accessories, tablet or iPad, bags, pets, sports or recreation, travel and camera
which were also considered as their wants by many of the respondents. On the
other hand, the rest of the items which composed of groceries, transportation,
air conditioner, medicine school supplies, shelter, shoes, clothes, toiletries,
water, food and education were the least wanted items of the respondents,
although some of them still consider these as their wants.
3. What is the influence of demographic characteristics to the needs and wants of
the consumers?
The findings show that ages 18-29 years old mostly needed are Food, Water
and Shelter while the wants of those who belong to ages 18-20 years old are
Cellphone, Internet and Travel. On the other hand, the wants from ages 21-23
years old are Travel, Car and Cosmetic. However, Laptop, Travel and Cars are
the wants of ages 24-26 years old and Laptop, Cellphone and Watch to those
53
who ages 27-29 years old. Even so, the ages 30-32 years old mostly needed
are Food, Water and Grocery whereas wants are Travel, Education and
Internet. However, the female needs and wants that the finding shows the
mostly needed of the female respondents are Food, Water and Shelter while
the wants of the female respondents are such are Travel, Cellphone and
Internet. On the other hand, male needs and wants that are most needed are
Food, Water and Shelter while the wants of the male respondents are Car,
Cellphone and Laptop. In terms of year level Second Year, respondents, this
finding shows that the mostly needed are Food, Water and Clothes while the
wants of the 2nd Year respondents are Cellphone and Internet. In 4th Year,
respondents, the mostly needed of them are Food, Water and Shelter while the
wants of them are Travel, Car and Cellphone. The findings show that single
and married respondents mostly needed are Food, Water and Shelter while the
wants of those who belong to Single are Travel, Cellphone and Car. However,
the want of married respondents is shoe. The result show that the needs in the
monthly family income from below P10,000 up to P50,000 are Food, Water
and Shelter. While the wants of those from below P10,000 are Internet,
Cellphone and Travel. Even so, in the monthly family income of P10,000 –
P25,000 are Travel, Car and Cellphone. Whereas, to those who belong with a
monthly family income of P26,000 – P40,000 are Cellphone, Jewelry and
Travel. The result also shows that the wants of those who belong to P41,000 –
P49,000 are Cellphone, Fast food and Subscription and lastly, in the P50,000
monthly family income are Cosmetic, Internet and Cellphone.
Conclusion
54
1. Majority of the respondents are within the age bracket of 18-20 years old,
most of them are female, nearly all are in the 4th year level, generally has a
Single civil status and lastly most of them has an average monthly family
income of P10,000 – P25,000.
2. The needs of consumers are the things they can’t live without such as basic
needs like food, water, clothes and shelter, on the other hand the wants are
desires such a cellphone, car, cosmetics, jewelry and etc. Consumers are more
likely to give importance to their needs rather than their wants.
3. The demographic characteristic does influence the needs and wants of
consumers. The needs of 18-29 years old are similar, and differ from the needs
of age 30-32 years old, in terms of wants 18-20 and 24-26 years old are
adventurous and adapts to technological advancement, On the other hand 21-
23 years old are self-conscious, while 27-29 years old are focus on technology
and 30-32 years old are adventurous and searches for knowledge. As to gender
male and female have similar need and give importance to their basic needs,
thus differ in wants male are attracted to technology and automobiles, while
female is adventurous and more interested in travel. In term of year level 2 nd
year and 4th year have similar needs; however, they have different wants, 2nd
year are focus on communication and social media, while 4th year are focus on
adventure and automobiles. In regarding to civil status, the needs of single do
not differ from the needs of married, thus they differ in terms of wants. Single
are interested in traveling, on the other had married are interested in fashion.
Lastly in concerning to economic status (average monthly family income) as
55
to the needs of persons with an average monthly family income of Below
P10,000 – P50,000 and above are similar thus they more likely focus on there
basic needs, However, as the average monthly family income increase there
wants also changes.
Recommendation
In the light of the findings and conclusions drawn, the following
recommendations are suggested:
1. Since each and everyone has different demographic characteristics,
Companies must see to it that they must know the demographic characteristic
of their target market to be able to come up with a good advertisement that fits
their target market.
2. Needs and Wants of consumers can be a guide for companies in making
advertisement decision, Identifying the needs and wants of consumer may help
companies not only in making an advertisement decision but also in creating
and innovating their products and services that will attract their target market
or consumers.
3. The demographic characteristic such as age, gender, year level, civil status and
economic status can be a guide in market segmentation of companies, by using
demographic characteristic in market segmentation identifying the needs and
wants of consumers will be easier and companies will easily generate
products, services and advertisements accurate to their target market.
4. In advertisement companies may use Social media advertisement and
Television advertisement since the needs more likely pertaining to basics
56
needs and the wants particular pertaining to technology such a gadgets and
adventure such as traveling, it would be more easier for companies to describe
and show case their products and services visually and accurate to the
demographic characteristic such as age, gender, economic status of the
consumer.
57
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60
APPENDICES
61
APPENDIX A
SURVEY
QUESTIONAIRE
62
Direction: Read each item carefully and indicate your response
appropriately.
Name (optional): _________________________________________
Age:_______
Gender: Male ___ Female ____ Year level
________________
Civil Status: Single _____ Married_____
Economic status (Average Monthly family income):
__Below 10,000 __P10,000-25,000 __P26,000-40,000
__P41,000 – 49,000 __P50,000 & above
Please indicate whether each of the following is a need or a want.
Please check (/) Please check (/) the space corresponding to your
answer.
Need Want
Food
Water
Toiletries
Clothes
Shoes
Shelter
School Supplies
Medicine
Internet
Cellphone
Jewelry (Ring, Bracelet, Necklace, other similar
items)
Laptop
Television
Air conditioner
Cosmetics
Fast Food
Car
Cellphone Accessories
Tablet or Ipad
Subscription (Netflix, Iflix, Itunes, etc.)
Bags
Watches
Pets
63
Home Furnitures
Education
Transportation
Travel
Camera
Groceries
Among the items you have checked as needs, list your TOP 3 Needs
1. _________________________________________________
2. _________________________________________________
3. _________________________________________________
Why? _____________________________________________
Among the items you have checked as wants, list your TOP 3 Wants
1. _________________________________________________
2. _________________________________________________
3. _________________________________________________
Why? _____________________________________________
64
APPENDIX B
CODING SHEET
65
Respondents Age Gender Civil Status HEA (Year level) Economic Status
Single Married 2nd year 4th year Below 10k 10k - 25k 26k - 40k 41k - 49k 50k above
1 21 M I I I
2 22 F I I I
3 21 F I I I
4 22 F I I I
5 25 M I I I
6 22 F I I I
7 21 F I I I
8 19 F I I I
9 19 F I I I
10 19 M I I I
11 18 M I I I
12 22 F I I I
13 21 F I I I
14 21 M I I I
15 22 M I I I
16 23 F I I I
17 24 M I I I
18 21 M I I I
19 19 M I I I
20 18 M I I I
21 23 M I I I
22 21 F I I I
23 22 F I I I
24 19 F I I I
25 19 F I I I
26 19 M I I I
27 19 F I I I
28 19 M I I I
29 18 M I I I
30 19 F I I I
31 23 F I I I
Respondents Age Gender Civil Status HEA (Year level) Economic Status
Single Married 2nd year 4th year Below 10k 10k - 25k 26k - 40k 41k - 49k 50k above
32 19 F I I I
33 23 M I I I
34 25 M I I I
35 21 M I I I
36 19 F I I I
37 22 F I I I
38 29 F I I I
39 19 F I I I
40 21 F I I I
41 21 M I I I
42 19 F I I I
43 21 M I I I
44 21 M I I I
45 30 F I I I
46 21 F I I I
47 19 M I I I
48 23 M I I I
49 25 M I I I
50 20 F I I I
51 20 F I I I
52 20 F I I I
53 20 F I I I
54 20 F I I I
55 20 F I I I
56 20 F I I I
57 20 M I I I
58 20 M I I I
59 20 F I I I
60 20 F I I I
61 20 F I I I
62 20 M I I I
63 20 M I I I
64 20 M I I I
65 20 F I I I
66
Food Water Toiletries Clothes Shoes Shelter School Supplies Medicine Internet Cellphone Jewelry Laptop
N W N W N W N W N W N W N W N W N W N W N W N W
I I I I I I I I I I I I
Food Water Toiletries Clothes Shoes Shelter School Supplies Medicine Internet Cellphone Jewelry Laptop
N W N W N W N W N W N W N W N W N W N W N W N W
67
TV Aircon Cosmetics Fastfood Car CP Accessories Tablet Subs Bags Watches Pets Home F. Education Transpo Sports Travel Camera Groceries
N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W
I I I I I I I I I I I I I I I I I I
TV Aircon Cosmetics Fastfood Car CP Accessories Tablet Subs Bags Watches Pets Home F. Education Transpo Sports Travel Camera Groceries
N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W N W
I I I I I I I I I I I I I I I I I
68
TOP 3 NEEDS TOP 3 WANTS
1 2 3 1 2 3
Food Clothes Shelter phone internet car
food water education clothes phone travel
Food Clothes shelter travel car pet
Food water Shelter tranpo home f. travel
Food water grocery subs tablet travel
Food water Shelter subs jewelry aircon
Food Clothes Shelter travel camera car
Food Clothes Shelter internet phone cosmetics
Food water Shelter jewelry tablet subs
Food education clothes fastf ood car cosmetics
Food water clothes internet sports tv
Food water education clothes medicine school s.
Food water Shelter travel cosmetic camera
Food water education phone medicine car
Food water Shelter car travel camera
Food water education internet travel phone
Food water toiletries laptop travel fastf ood
Food eduaction Shelter laptop internet travel
Food water clothes laptop tv aircon
Food water Shelter jewelry tablet camera
Food shelter clothes shoes travel car
Food water Shelter travel car cosmetics
clothes medicine shoes food water groceries
Food Clothes Shelter phone travel pets
food water education shoes internet pets
Food water Shelter internet phone laptop
phone food Shelter shoes bag jewelry
phone food education laptop car tablet
Food water Shelter tv phone aircon
Food water clothes aircon internet travel
Food education car subs aircon fastf ood
TOP 3 NEEDS TOP 3 WANTS
1 2 3 1 2 3
Food water clothes internet phone fastf ood
Food Clothes Shelter travel car camera
Food water education travel laptop car
Food Clothes Shelter phone car travel
Food water Shelter phone sports travel
Food water clothes bags car jewelry
Food water Shelter phone watch laptop
Food water Shelter phone internet jewelry
Food water Shelter subs fastfood travel
Food water Shelter car fastfood subs
education food pets water phone groceries
Food water Shelter school s. internet phone
Food water Shelter cosmetics laptop shoes
Food water grocery travel education internet
Food education water aircon cosmetic fastf ood
education phone sports jewelry fastfood cosmetics
Food water Shelter jewelry phone cosmetics
Food water Shelter car shoes laptop
Food water clothes aircon pets travel
Food shelter clothes cosmetics internet travel
Food water clothes phone laptop car
Food shelter internet travel tablet sports
Food water Shelter internet cosmetic subs
phone internet education subs camera tablet
shelter food clothes phone internet travel
Food water clothes phone jewelry tablet
water clothes school s. internet phone laptop
Food water Shelter travel car jewelry
Food shelter clothes phone home f. transpo
Food water clothes sports phone camera
Food shelter clothes phone internet tv
Food water clothes internet car bags
Food water medicine clothes shoes fastf ood
Food water shelter fastf ood cosmetic car
69
APPENDIX C
CURRICULUM
VITAE
70
Curriculum Vitae
PERSONAL INFORMATION
NAME : Miguel Angelo Sarmiento
DATE OF BIRTH : May 22, 1999
GENDER : Male
CIVIL STATUS : Single
HEIGHT : 5’4”
WEIGHT : 157.9 lbs.
CITIZENSHIP : Filipino
NAME OF MOTHER: Leoncia P. Sarmiento
NAME OF FATHER : N/A
ADDRESS : 74 Dona Justina St. Filinvest 2 Batasan Hills, Quezon
City
CONTACT NUMBER: 932-03-90
EDUCATIONAL ATTAINMENT
ELEMENTARY : President Corazon C. Aquino Elementary
School
Batasan Hills, Quezon City
SY – 2009-2010
SECONDARY
JUNIOR HIGHSCHOOL : Batasan Hills National High School
Quezon City
SY- 2015 - 2016
SENIOR HIGHSCHOOL : New Era University, Integrated School
Quezon City
SY- 2017-2018
TERTIARY
COLLEGE : New Era University
Quezon City
SY – 2019- present
71
Curriculum Vitae
NAME. : Andrea Gyle M. Alzula
DATE OF BIRTH : December 18, 2000
GENDER : Female
HEIGHT : 5’1”
WEIGHT : 63 lbs.
NAME OF MOTHER: Nemia M. Alzula
NAME OF FATHER : Juel F. Alzula
ADDRESS : 217 Steve st. Brgy Commonwealth, Quezon City
CONTACT NUMBER: 977-09-88-333
ELEMENTARY : Sta. Elena Integrated School. Sta Elena
Camarines Norte
Bicol
SY – 2009-2010
SECONDARY
JUNIOR HIGHSCHOOL : Bonuan Boquig National High School
Dagupan City, Pangasinan
SY- 2015 - 2016
SENIOR HIGHSCHOOL : Lyceum Northwest University
Dagupan City, Pangasinan
SY- 2016-2018
TERTIARY
Quezon City
72
Curriculum Vitae
NAME : Patricia Ann D. Corpuz
DATE OF BIRTH : October 26, 1998

GENDER : Female
HEIGHT : 4”11”
WEIGHT : 105.82 lbs.
NAME OF MOTHER: Evelyn D. Corpuz
NAME OF FATHER : Diony B. Corpuz
ADDRESS : 4 Tagbilaran St. Pael Subd. Culiat, Quezon City
CONTACT NUMBER: 09164761026
ELEMENTARY : New Era University
No. 9 Central Ave. New Era, Quezon City
SY – 2011-2012
SECONDARY
JUNIOR HIGHSCHOOL : New Era University
SY- 2015 – 2016
SENIOR HIGHSCHOOL : New Era University
SY- 2017 – 2018
TERTIARY
Quezon City
73
Curriculum Vitae
NAME : Diela Perez Comia
DATE OF BIRTH : July 10, 1999
GENDER : Female
HEIGHT : 5’
WEIGHT : 88.2 lbs.
NAME OF MOTHER: Mila P.Comia
NAME OF FATHER : Diego A. Comia
ADDRESS : 20 Tulip St. Tres Hermanas Village, Brgy.Mayamot,
Antipolo City
ELEMENTARY : Juan Morente Senior Memorial Pilot School
Pinamalayan, Oriental Mindoro
SY – 2009-2010
SECONDARY
JUNIOR HIGHSCHOOL : Quirino High School
Proj.3, Quezon City
SY- 2015 - 2016
SENIOR HIGHSCHOOL : AMA Computer College
Antipolo City
SY: 2017-2018
TERTIARY
Quezon City
74
Curriculum Vitae
Name : Chelsea Mae De Leon De Guzman
Date of Birth : July 10, 2000
Gender : Female
Civil Status : Single
Height : 5’2
Weight : 60kg
Citizenship : Filipino
Name of mother : Ma. Conception De Guzman
Name of father : Manolito R. De Guzman
Address : 240 Abacan St., Calvario, Meycauayan City, Bulacan
Contact Number : +639398808618
EDUCATION
ELEMENTARY NTY Children’s Camp
Meycauayan City, Bulacan
Elementary Education
2006 – 2012
SECONDARY
JUNIOR HIGH SCHOOL Meycauayan College
Malhacan, Meycauayan City, Bulacan
Junior High School
2012 - 2016
SENIOR HIGH SCHOOL Meycauayan College
Malhacan, Meycauayan City, Bulacan
2016 – 2018
TERTIARY
COLLEGE New Era University
Quezon City
75
Curriculum Vitae
NAME : Noella D. Perez
DATE OF BIRTH : July 31, 1999
GENDER : Female
HEIGHT : 5’6”
WEIGHT : 158.7 lbs.
NAME OF MOTHER: Aida D. Perez
NAME OF FATHER : Noel Perez
ADDRESS : 14 Katuparan Extension Barangay Batasan Hills,
Quezon City
CONTACT NUMBER: 0966-466-3138
ELEMENTARY : Agsalanan Elementary School
Dingle, Iloilo City
SY – 2006-2012
SECONDARY
JUNIOR HIGHSCHOOL : Rufino G.Palabrica Sr.National High School
Dingle, Iloilo
SY- 2012 - 2016
SENIOR HIGHSCHOOL : ABE International Business College
Quezon City
SY 2016 – 2018
TERTIARY
Quezon City
76
Curriculum Vitae
NAME : King Karl Gustav D.
Viril
DATE OF BIRTH : September 8, 1999
GENDER : Male
HEIGHT : 5’4”
WEIGHT : 157.9 lbs.
NAME OF MOTHER: Mercyta B. Domingo
NAME OF FATHER : Manolito C. Viril
ADDRESS : 350 Luzon ave. Quezon city Barangay Pasong Tamo
ELEMENTARY : Sto. Nino Formation School
Our Lady of Mercy Academy
(SY – 2009-2010)
SECONDARY
JUNIOR HIGHSCHOOL : Mary the Queen College of Quezon City
Diliman Christian of Institute (SY-2015-2016)
SENIOR HIGHSCHOOL : Diliman College (SY-2016-2018)

TERTIARY
Quezon City
77
78

Influence of Demographic Characteristic

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Chapter 1

Background of the study

Conducting a business is never easy. Growing businesses face a range of

challenges, not only opportunities. As it grows, different problems and opportunities

Consumers are the focus of all marketing activities. According to Kumar

of marketing, a marketer cannot decide on his or her own advertisement decision

Consumer needs and wants can be influenced by several factors. It can be on

demographic characteristics according to his or her age, gender, family size,

because it is currently happening in the business industry.

Age is one of the curial factors of demographic characteristic that affects

consumer behavior and help in the decision making of a company on which

people mostly focus on their necessities, especially to their health-related expenses.

consumer behavior and buying decisions.

shopping with different motives, perspectives, rationales, and considerations males

completely in every stage of decision making.

Generation X, Generation Y, and Generation Z. Each generation are different from

movies. Generation X is born in 1960-1979 their behavior is materialistic,

behavior is globalist, questioning and oriented to self in terms of consumption they

1995-2010 their behavior is undefined, communaholic, dialoguer and realistic on the

consumers’ demographic characteristic and economic status. According to Vilcekova

(2013), demographic variables play a significant role in understanding consumers and

it is important for marketers to examine them to transform demographic challenges

surely be beneficial for their overall success.

Factors that influence buying behavior

in whitening products versus just 1% in non-whitening products from 2011 to

2013.The purchase of whitening body lotion grew 8% compared to non-whitening

whose members are 19 and up).

Mindanao consumers from socio-economic classes D and E who are members of

choco drinks (21%), ready-to-drink coffee (17%) and ready-to-drink energy/sports

advertising influenced their decision to buy a product.

Main factors affecting human wants

factors which affect the human wants it includes Physiological, Geological,

popular only by advertisement and publicity. Increase in education increases

Effect of demographic characteristic of consumers

Every consumer has different demographic characteristic that influence there

of demographic characteristic in order to create an advertisement suitable for different

consumers is important. Consumer behavior can be described as “activities people

undertake when obtaining, consuming and disposing of products and services”

demographic factors which have been examined in the past. Demographic

Development International Journal of Education and Research Vol. Safakli (2007)

found that service quality perceptions differ across customers of different

occupational groups. According to marketing theory, there are four basic factors

demographic characteristics of patients in status, tenure, proximity, and

ethnicity. Among many demographic variables, research has found occupation to be a

significant factor affecting customer and patient perceptions of overall service

quality. Thus, this paper examines the relationship of income as a demographic

characteristic that might affect the consequences of service quality. Generally, age is

influence on the consumer decision making process. These factors include the

demographic characteristics of consumers’ Demographic characteristics, such as

education, income and age differentiate the consumers' information search

influence of demographics on customer service quality perceptions and behavior

(Ganesan-Lim, Russel-Bennett, and Dagger, 2008).

Influence of marketing mix on buying behavior and decision of consumers

Different consumers buy based on there perception wherein it is related to

perception of consumers on the product whether it is a need or a want. According to

the nature of the situation influences the resulting consumer behavior. After

in post purchase behavior of interest to the marketer. Second, the buyer’s decision

“Consumer buyer behavior refers to the buying behavior of final consumers,