Charter 123 Thesis Finally!
Charter 123 Thesis Finally!
Charter 123 Thesis Finally!
Chapter I
Introduction
different ways. In fact, even at company level people may perceive the term
(marketbusinessnews.com)
and offline) by consumers before buying a product or service. This process may
include consulting search engines, engaging with social media posts, or a variety
it helps businesses better tailor their marketing initiatives to the marketing efforts
(.demandjump.com)
its name to Notre Dame-Siena College of Polomolok from the opening of its
Schools in the Philippines under the patronage of the Blessed Virgin Mary. The
now. It is noticeable that the number of the college enrollees is quite low
number of enrollees for the Academic Year 2017-2018 is 23, for the AY: 2018-
2019 is 54, for AY: 2019-2020 is 155 and for this AY: 2020-2021 there are 156
enrollees.
Thus this study will focus on the influence of advertisement and consumer
2. What is the status of Consumer buying behavior of first year college of Notre
and consumer buying behavior of first year college students of Notre Dame-
Null Hypothesis
Theoretical Framework
mediation of reality- Ads are effective when steered with other media and
setting which they are entrenched. 2) Shifting loyalties- Ads know how to play
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upon and replicate clashed loyalties that keep on changing. 3) The magic of
meaning- This explains how ads are used in infusing the meaning of
desire- Ads have a way of playing upon consumer’s tendency to want what other
by Martin Fishbein and Icek Ajzen in the late 1960s, the Theory of Reasoned
decision-making process. The core of the theory posits that consumers act on
analysis, consumers are rational actors who choose to act in their best interests.
consumer only takes a specific action when there is an equally specific result
expected. From the time the consumer decides to act to the time the action is
completed, the consumer retains the ability to change his or her mind and decide
Conceptual Framework
used by the school and the second box represents the dependent variable, the
Business found that it is not what media you choose that is the secret to
audience for the correct message. Newspapers, magazines, direct mail and
yellow pages are among the print advertising media. Forms of non-print media
include radio, television and the Internet. Mobile advertising, the newest addition,
has furtted.
Consumer buying behavior refers to the study of customers and how they
behave while deciding to buy a product that satisfies their needs. There are three
towards the school, while the sociological determinant is the influence of the
improving the advertisement that will result to better consumer buying behavior.
this study will help the researchers understand the relationship and impact of
To the Students, this study may serve as a guide for other students who
wish to conduct future research on topics that are the same nature with this
study.
To the Other Researchers, this study may serve as a guide for other
researchers who wish to conduct future research on topics that are the same
The respondents of the study will be the first-year college student of Notre
conducted from November 2020- December 2021. The study will be limited Notre
and buying behavior. The respondents of the study will be the official enrolled
2021. This study would like to know the significant relationship between influence
Definition of Terms
used to bring products, services, opinions, or causes to public notice for the
forms, from copy to interactive video, and have evolved to become a crucial
this refers to the consumer buying behavior used by Notre Dame-Siena College
of Polomolok.
family income (total purchasing power of the family), the future income
income), and availability of liquid asset (asset, which can be converted to cash).
College of Polomolok.
likely to be read by your target audience. Operationally, this refers to the non-
that uses physically printed media to reach customers on a broad scale. Ads are
Chapter II
different topics, which are found useful in the development of this study.
Advertisement.
address the demand side. It is not just dominant but more or less in line with
sales promotion, fairs and exhibitions, sponsoring, direct marketing. All these
instruments have their position within strategic scheduling of firms and serve both
the general operational goals and addressing the target groups. Within the media
branch two kinds of advertising are distinguished, on the one hand the classical
style i.e. “normal” ads in newspapers, periodicals, in the public, and even in
electronic media, and on the other hand new forms as SMS-ads, guerrilla
of target groups and to intrude into the minds of consumers modern media have
society. It has enabled the consumers to have knowledge about the service or
the product before making any purchase. It helps the consumers to make
decisions regarding which product and service to buy. With the help of
advertising industry has become a huge industry because of the large number of
the service industry that involves communication of information and ideas to and
important economic part in the overall development of the economy. The function
of the economic system is to supply products and services for the use and
devoted to the fulfilment of wants and desires, which go well beyond the basic
necessities of life. Advertising is an integral part of this activity and one of the
Printed Advertising.
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pre-printed on printable paper sheets and leaving a printable field free of printed
paper and increases a credit account associated with the user based on usage of
formatted for marginal printing on printable paper sheets by a user's printer when
records printing of the advertising information formatted for marginal printing and
increases a credit account associated with the user based on printing of the
advertising, whether print, broadcast, or any other type, is part of our everyday
lives.
than a 100 percent increase in the number of advertised products purchased and
Cocoran and Keiran (2018) also asserted that printed advertisement has
relevant for start-ups that might not have the budget for branding activities.it
grabs attention, makes a strong first impression, is the foundation of your brand
identity, is memorable, separates you from competition, fosters brand loyalty, and
customers are confronted with many choices. Many companies advertise their
brand aggressively so that it will be recalled and preferred over others. Although
Non-Printed Advertising
time, money, and resources on social media ads. However, there is always a
successfully attract customers and motivate them to purchase their brands. Thus,
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this study aims to identify and test the main factors related to social media
advertising that could predict purchase intention. The conceptual model was
perceived relevance. The data was collected using a questionnaire survey of 437
supported the current model’s validity and the significant impact of performance
theoretical and practical guidelines on how marketers can effectively plan and
share a common interest or activity. They provide a variety of ways for user to
interact with each other---blogs, e-mail, -instant messaging and news feeds
which contain information about, or valuable to those in your network. They are
sites includes Face books and the Professional networks, LinkedIn, Twitter,
Google+, etc., In general, when user join a social networking site they create a
profile of themselves. The profile describes their interest and activity. Once the
profile is setup user connect with “friends” (other user) who gave similar interest
engagement is key to us,” sports brand Adidas recently announced it will focus
social media monitoring tools providing quantitative metrics, such as the number
Growth among these engagement metrics is often thought to stem from creative
execution of ads. With A/B testing, for example, various colors, calls to action,
background images, photos, and the like are juxtaposed to examine which option
for reinforcing the lessons learned in the classroom, offering students the
According also to Mill, D. (2017) the Findings indicate that future alumni
loyalty, and social professional interactions. The results of this study provide
academic programs with a sound process from which they can successfully
first “social media election” in the Philippines. At the same time, it remains
unclear if or how social media helped Rodrigo Duterte mobilize voters to gain
victory. There are three main social media campaigning models: broadcast,
the most engaged, even if Duterte himself was not actively engaged. Such
fabricated by paid trolls and fake accounts. Instead, our analysis suggests that
suggests that Duterte supporters were not only aggressive in their support for
Duterte online, they were also more committed to him offline as well. These
findings add to a growing literature on social media and politics that seeks to
underscore the fine line between fabricated support and genuine political fervor.
and awareness, eco-labels and price followed by trust in organic food are the
most important factors in organic food purchase. The findings suggest that eco-
a large number of products and services that are advertised through different
marketing strategies to influence the consumer behavior that leads to the final
complex area for marketers, as different people have different needs, and
satisfying the needs of consumers is a difficult task for most of the marketers.
This being the case, way back from the late-19th century onwards, marketers
around the world started using celebrities (first from the film industry and then
influence the buying decision for a product and such advertisement create
awareness about the product which can increase the purchase intention and
consequently increases the sales. For the study researcher has considered only
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three important attributes, the first one is celebrity expertise which refers to the
depth of knowledge the celebrity has perceived to have regarding the subject on
considered is celebrity popularity which refers to name and fame of the celebrity
as an endorser and the third one is celebrity image which refers to impression
respondents are the sample size for this study to examine the impact of celebrity
collected through questionnaire and results were behavior through the SPSS.
Moreover, the tested attributes of celebrity show positive relationship with the
buying behavior and brand perception as well. It also proved that there is a
results of the study further proved that there is a significant impact of celebrity
advertisement is likely to influence the buying decision for a product and such
advertisement create awareness about the product which can increase the
purchase intention and consequently increases the sales. For the study
researcher has considered only three important attributes, the first one is
celebrity expertise which refers to the depth of knowledge the celebrity has
refers to name and fame of the celebrity as an endorser and the third one is
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society as an endorser. 250 student respondents are the sample size for this
results were behavior through the SPSS. Moreover, the tested attributes of
celebrity show positive relationship with the buying behavior and brand
endorsement on the buying behavior. Finally, the results of the study further
behavior of customers.
Economic Determinants
converted to cash), consumer market credit (if market conditions are good credit
easily available) and social class (effluent class, upper-middle class, middle
class, etc.).
influenced by several factors. This study explores the relationship between store
relationship between store atmosphere and IBB. Mall intercept technique was
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used to collect data from over seven hundred shoppers from eighteen mega
data and test the Hypothesis, Structure Equation Modeling (SEM) technique was
used. The results suggest that store atmosphere has positive relationship and
variable i.e. age has substantial influence on IBB while other variables such as
gender and education bear insignificant relationship with IBB. Age moderates the
relationship between store atmosphere and IBB. This study is a valuable addition
in the existing literature and the findings of the study would be helpful in making
recommended that marketers and the retail managers can considerably enrich
the IBB through improving the store environments. In contrast to the common
studies that research the impact of store atmospheres on IBB, this research
more advanced and better skills, many people today go for these professional
being, to live healthy and strong for working properly unless a society can be
fedan adequate and balanced. An adequate and balanced dietis not only
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essential requirement for the vital activities of individuals but also it is a basic
condition for the development of the whole society. To ensure adequate and
balanced diet, consumers need to consume animal foods is inevitable. Also, one
of the most important requirements for a healthy and balanced diet should be
and covering most of its costs, the government drives prices higher, increasing
the overall price for students—and taxpayers. Making college more affordable
commitment from colleges to control costs. quality free education will equip all
children and give them the ability to compete fairly for life opportunities
outlines the challenges and given rise to the new business economic order giving
a boost to the sale and purchase in the indigenous market as internet, and
mobile facilities are available. Furthermore, this highlighted that a new global
preference and options that could cater to global taste requirement and outlook.
Psychological Determinants
the profound effects of advertising and its influence on shifting attitudes, evoking
emotions, and modifying lifestyle choices. Not only does advertising play a
significant role in the consumption of goods and services, it also has the ability to
activate social identities by providing cues to consumers about who they are and
Advertising plays a major role in modern life. It shapes the attitudes of the
society and the individual and inevitably influences customer behavior. The
customer has to contend with a huge amount of information and be able to make
a choice, draw conclusions and make important decisions. The most important
task for a business advertising itself is to present its product in such a manner
that the whole environment around the buyer turns into a positive emotional
stimulus. The main goal of advertising a certain product or service is to attract the
understand their strengths and weaknesses and then match them with their skills
and interests so that they can get the best suitable career choice. The main
you will make in life. It's about so much more than deciding what you will do to
make a living. Many people don't put enough effort into choosing occupations or
evaluating each professor concurrently during the course, or waiting until the
course ended. Students were allowed to change their minds before the
may drive prudent parents to limit their children’s exposure to these commercials.
in Cebu City, Philippines. The results show that on average, parents maintained
viewing times to prioritize study and sleeping hours. However, there are no
advertising and the controls they impose on their children’s TV viewing. The
study concludes that parental controls over their children’s TV viewing are due to
Sociological Determinants
main reason for such treatment of specific issues derives from human
individuality in the decision making process for purchasing. From the complexity
of human nature, arise challenges in their efforts to look at the internal motives of
behavior as a consumer. On the other hand, there is a series of hidden motifs for
which their oversight is necessary because they are crucial to the decision-
making process. Having this in mind, the researchers focused their objectives on
to be marketed.
including peer affiliations with a brand, product, organization, etc., to target ads
and contextualize their display. This approach can increase ad efficacy for two
which are correlated along the social network; and the inclusion of social cues
(i.e., peers' association with a brand) alongside ads affect responses via social
multiple social signals are presented with ads, and when ads are affiliated with
peers who are strong, rather than weak, ties. (Eytan, B. et.al, 2016).
We conduct two very large field experiments that identify the effect of
the formation of connections with the advertised entity. In the first experiment, we
minimal social cue (i.e., displaying a peer's affiliation below an ad in light grey
between subjects and their peers, we show that these influence effects are
greatest for strong ties. Our work has implications for ad optimization, user
valuable roles, such as helping to build and grow an institution's brand through
word-of-mouth marketing. For instance, positive posts on social media can create
buzz and increase application rates. Colleges also rely on alumni to provide
and life style through illustrating the position of ideal consumer and stimulate
social action toward purchase of that product. Advertising spending also creates
effectiveness. These skills improve the quality of learning and life of young
According to Hornik and Jacob (2017), Groups that influence the choice
groups, and families. Upbringing also plays a role in career formation. If your
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decide you're never going to be in the same position. This may prompt you to
pursue a vastly different career path, looking for stable, high-earning jobs.
Chapter III
METHODOLOGY
statistical tools.
Research Design
know the perceptions of the first year college students on the influence of
Research Locale
Respondents of the study were the first-year college students who were
2021.
Sampling Techniques
respondents. There were 156 officially enrolled first year college students.
buying behavior.
Research Instrumentation
with a fixed scheme, which specifies the exact wording and order of the
ensure validity. This was done to suit the questionnaire to the environment where
the study conducted. These were presented to group of persons by virtue of their
expertise and qualification. The valuators were given copies of the instrument
The evaluators rated the instrument based on the following set of criteria:
items of the questionnaire were well-organized that they entirely covered what
was intended for, 3) appropriateness or suitability of the items for the topic
question per area is respectively enough of the question needed of the research;
5) attainment of the purpose which was constructed and lastly; 6) the scale and
evaluation rating system which determine scale adapted is appropriate for items.
After its validation, the said questionnaires were ready for the reproduction
of the suggestions or recommendation of the validators and were ready for the
conduct surveys;
above request;
teachers;
6. The data was tabulated, encoded and processed through the help of a
and recommendation.
Ethical Issues
Since the respondents of the research were first year college students of
and handing data, confidentiality and anonymity of the individuals were strictly
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imposed. Researchers seek the consent of the institution to conduct the study,
and also their respondents to ensure that they were fully informed that they are
part of a study.
Data Analysis
Upon the retrieval of the instrument, the researcher tallied the answers
Disagree. Typically, the highest score on the scale determines the status of the
influence of advertisement and the consumer buying behavior of first year college
habits. The same was done to analyze the consumer buying behavior of first year
researcher interpreted the results, and with the help statisticians, tables were
made.
Statistical Treatment
The statistical tools were used in the interpretation of the data included
items in the instrument for both the organizational climate and teachers’
performance.
Polomolok.