Skin Care Product Preferences in Relation To Exposure To Television Advertisements of Grade 11 - Abm of St. Anthony's College, San Jose de Buenavista, Antique

St.
Anthony’s College
HIGH SCHOOL DEPARTMENT
San Jose de Buenavista, 5700 Antique
CHAPTER 1
INTRODUCTION
Background of the Study
Advertising is the means of informing as well as influencing the general public to buy a
product or services through visual or oral messages. A product or service is advertised to create
awareness in the minds of potential buyers through various advertising mediums such as
Newspapers, Magazines, Television, Radio, Posters, Hoardings, Billboard and in recent time
internet and web advertising. It is a promotional activity for marketing a commodity. In the
present days world of mass production and distribution, advertising serves as a powerful tool in
the marketing process. Advertising is used for communicating business information to the
present and prospective customers. It usually provides information about the advertising firm, its
product qualities, place of availability, etc.
Advertising is an integral part of our daily life. It is a pervasive method of marketing in
society which encourages people to purchase goods and services. Advertising contributes to
bring about all round development of the economy by increasing demand and by encouraging
economic activities which in turn improves the income. It motivates people to consume more
material thereby improving their standard of living. Advertising has acquired great importance in
the modern world where tough competition in the market and fast changes in technology, altered
our lifestyle.
The term 'advertising' is derived from the Latin word 'advertere' which means 'to turn' the
attention. Every piece of advertising attempt to turn the attention of the readers or the listeners or
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St. Anthony’s College
the viewers towards a product. The most widely accepted definition of advertising is the one
which is given by the American Marketing Association, according to which advertising is "any
paid form of non-personal presentation and promotion of goods, services and ideas by an
identified sponsors" (Kazmi and Batra, 2008).
Each year corporations spend large amounts of money to tailor and personalize their
marketing messages and to discover new tactics to encourage consumers’ repeated consumption
(Workman & Paper, 2010). One way to increase the number of shopping trips to the store is
advertising. As a result of enormous expenditures and the attention companies pay to advertise
their products and services effectively, consumers are exposed to more persuasive advertising
pressure than ever before (Neuner, Raab & Reisch, 2005). Although these advances stand to
benefit manufacturers and retailers, the influence of advertising can have a devastating effect on
a specific vulnerable group of consumers, namely compulsive buyers.
Of all the marketing weapons, advertising has leading impacts on the viewers mind, as its
exposure is much more effective (Katke, 2007). Marketing mix has four elements which are
product, price, place, and promotion. Advertising is a component of promotional mix, which is
used to create awareness about products and services for influencing purchase decisions.
Marketers use three types of tools for communication purpose. Advertisement evolved in the
ancient times. Different societies used different types of symbols for the promotion of the
products and services for attracting consumers. However, these pictures were used for promotion
in a limited area. In modern times, advertisement has become an important way to promote
products and services and is for communication purpose. There are companies which can
become a market leaders unless it invests significantly in promotion (Hussainy and Herani,
2008). The aim of advertising is to impact on buying behaviors. However, this impact about
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brands is changed or strengthened frequently by peoples’ memories. Memories about the brand
consist of those associations that are related to brand name in the consumers mind. These brand
conditions influence consideration, evaluation, and finally purchases (Romanuik and Sharp,
2004). Most companies conduct analysis of consumers’ behavior, the major objective of
consumer behavior analysis is to determine the factors that enhance consumers’ behavior in
particular circumstances like in economic aspects (Ayanwale and Ayanbmpe, 2005). Consumer
behavior analysis is helpful for an advertiser to understand the behavior of consumer in buying in
the different situations. According to traditional hierarchy-of-effects models, effects of
advertising exposure leads to brand cognition and cognition about the ad, which then leads to the
attitude towards the ad and the brands until their purchase intent (Mendelson and Bolls, 2002).
Based on the above information, the present study will be undertaken by researchers to
test if there is a relation between exposure to TV advertisements and skin care products
preferences of Grade 11 – ABM students of St. Anthony’s College, San Jose de Buenavista,
Antique.
Objectives of the Study
The study aimed to know the relation between exposure to television advertisements and
skin care product preferences of Grade 11 – ABM students. This study is exclusive on selected
students enrolled at St. Anthony’s College, San Jose de Buenavista, Antique during the academic
year 2018 – 2019. Specifically, the study focused on answering the following questions:
1.) How much time do students spend in watching TV every day?
2.) How frequent do students watch TV?
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3.) Does exposure to TV Advertisements affects the buying behavior of students towards
skin care products?
Hypothesis of the Study
1.) Exposure to TV Advertisements significantly affects the skin care product preferences of
Grade 11-ABM students.
2.) Exposure to TV advertisements does not significantly affect the skin care product
preferences of Grade 11-ABM students.
Conceptual Framework of the Study
A diagram showing the relationship of the key variables on the predictors of the relation
of TV advertisements and skin care products preferences of Grade 11 – ABM students of St.
Anthony’s College, San Jose de Buenavista, Antique as presented in Figure 1.
Dependent Variable Independent Variable
Television Advertisement Skin care product
Frequency of watching TV ad Brand

Preference
Time Spent
Effectivity
Figure 1. Research paradigm on relation between exposure to television advertisements and skin
care products
Female ABMpreferences
Students of Grade 11 – ABM Students of St. Anthony’s College, San
Jose de Buenavista, Antique
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Significance of the Study
The results of the study yielded benefits to: First, to the community because through this
study people were able to analyze the relation between television advertisement and skin care
products preferences of the young. Second is that, the school benefited from this study by
knowing the key characteristics of television advertisements that influence its constituent
students which may provide the necessary basis into developing certain guidelines to students
which may pertain to the way by which students are approached and managed. Also, teachers
benefited from this study by imparting key points that influence and affects the preferences in
terms of skin care products of it students to provide sufficient knowledge to the students
regarding skin care products. Parents was also given information and awareness as to the subtle
influences of television advertisements to the way by which their children expend and manage
monetary resources. Last are the students because through this study they became aware of the
underlying reasons for their purchasing preferences and behaviors towards skin care products.
Scope and Limitation
The study followed a quantitative research approach involving the use of semi-structured
interview as the primary method. It employed a preliminary descriptive examination of the views
and experience of Grade 11 – ABM students of St. Anthony’s College, San Jose de Buenavista,
Antique. The study was limited to at least 30% of the total population of Grade 11 – ABM
students from the mentioned setting due to the limitations in time and the following analysis of
data.
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Definition of Terms
Relation. An aspect or quality that connects two or more things or part as being or
belonging or working together or as being of the same kind. In this study, relation is referred to
as the connection of exposure to TV advertisements and skin care product preferences.
Students. One who studies. In this study, students are referred to as the respondents of the
research study.
TV Advertisement. Is a span of television programming produced and paid for by an
organization to convey a message aimed to market a product or service. In this study, tv
advertisement is referred to as the factor influencing the skin care product preferences of Grade
11 – ABM students of St. Anthony’s College, San Jose de Buenavista, Antique.
Skin Care Product. It is a

kind of umbrella term covering cleansing,
perfuming, changing appearance, changing body
odor, protecting and keeping the skin in “good
condition”.
Skin Care Product. Are products covering cleansing, perfuming, changing appearance,
changing body odor, protecting and keeping the skin in “good condition”. In this study skin care
product are referred to as one of the variables of the study.
Preference. the fact that you like something or someone more than another thing
or person. In this study, preference refers to skin care product.
6
CHAPTER 2
REVIEW OF RELATED LITERATURE
Advertising is a measure of the growth of civilization and a sign of the human race’s
strife for betterment and perfection. Advertising is looked upon as a major part of an overall
promotional strategy by the marketers, while it is viewed as encompassing all forms of
promotional communication by the general public. It is any paid form of non-personal
presentation of ideas, goods and services by an identified sponsor (Kotler, 2016).
Advertising is a very important marketing communication tool for sellers. It is a crucial
factor in spreading awareness about skin care products in the market. Not only does advertising
increase awareness, but may also increase the aspirations and consumption desires and some
evidence also exists in the form of long run persistence of brand preference as an impact of
advertising (Bronnenberg et al., 2011). In another study, advertisements are not just a way of
sending information about skin care product but are meant to relate to sensitivities of consumers
they are aimed at (Sharma and Gupta, 2015).
Advertising communicates vital information regarding the firm, its product qualities and
the place of availability of its products to the prospective as well as existing buyers thereby
helping them to make proper purchase decisions. Among different advertising mediums available
7
television can be regarded as the most influential advertising media because of its viewership
strength as well as its capability in achieving strong retention power among the viewers.
Television enables the advertiser’s power among the viewer. Television enables the advertiser to
communicate by combining motion, sounds, words, color, personality and stage setting to
express and demonstrate ideas to large and widely distributed audience (Aswathy S, 2014).
Television ads are valuable for generating awareness, knowledge and interest in new skin
care products. A direct consequence is that effective television ads may lead viewers to seek out
more information about these skin care products and brands. Recently, consumers have started
gathering a great deal of skin care product information online, and to date, the most studied
online behavior among TV viewers has been searching for advertised brands and skin care
products using search engines (Joo et al., 2014). Such online search is obviously important to the
brands that sell primarily online, but it also matters to offline retailers, as it allows interested
consumers to learn more about an advertised skin care product prior to incurring a costly store
visit. Nearly all major retailers provide extensive assortment, product and price information
online, often in formats that can help consumers locate physical products in local (offline) retail
environments (Blake, 2014).
We posit that people have two main decisions in response to TV ad exposure. First, they
choose whether to visit the brand’s website or not. If the website domain is very salient,
visitation would most likely occur by a direct route, such as entering the website address into the
browser or by clicking a bookmark. If the website domain is unknown or not salient, the
consumer might instead visit a search engine and then click a referring link to the brand’s
8
website. Second, upon arrival at the website, the consumer eventually decides whether to
purchase or not (Lewis and Reiley, 2013).
Empirical evidence suggesting that advertising tactics can influence the quality of the
skin care products as well as the quantity of consumers attracted to the brand’s distribution
channel. According to Fill (2013), by advertising, a company can influence consumers by
informing or reminding them of its products and services. Advertising is also used to convince
consumers or help them differentiate a product or a company from their competitors in certain
market. Kotler and Keller (2014) mention that advertising can be applied in building up a long-
term image of a brand or generating quick sales. They also note that the mere presence of
advertising may increase sales because consumers might believe that a brand that is advertised a
lot must offer good value. Fill (2013) agrees with Kotler and Keller in that products that are
heavily advertised are perceived as being of higher quality and consumers are more likely to buy
brands that are advertised.
One way to increase the number of shopping trips to the store is advertising. As a result
of enormous expenditures and the attention companies pay to advertise their skin care products
and services effectively, consumers are exposed to more persuasive advertising pressure than
ever before (Workman & Paper, 2010). Although these advances stand to benefit manufacturers
and retailers, the influence of advertising can have a devastating effect on a specific vulnerable
group of consumers, namely compulsive buyers.
In general, consumers get most of the information used in making a purchase decision
from commercial sources which are dominated by the firms who make the products. So, it will
help the skin care companies’ to understand the changing environment in the industry as it can
9
actually influence the purchase decision, as of now there are many points of purchases in the
current skin care market.
CHAPTER 3
METHODOLOGY
This research was be conducted based on quantitative methodology. Quantitative
methodology emphasizes objective measurements and the statistical, mathematical, or numerical
analysis of gathered data through polls, questionnaires, and surveys, or by manipulating
preexisting statistical data using computational techniques. It focused on gathering numerical
data and collecting it across groups of people or to explain a particular phenomenon. It played an
important role in the implantation of this study. The details of the methodology will be tackled
below.
Research Study Design
This study utilized a cross sectional study design and it started on November 2018 up to
March 2019. Cross sectional study is a design wherein the researchers measure the outcome and
the exposure in the study participants at the same time. It was carried out during February 2019.
A stratified random approach was used to obtain samples.
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Population and Setting
Out of ninety-eight (98) Grade 11 – ABM students from three (3) different sections from
St. Anthony’s College, San Jose de Buenavista, Antique, at least thirty percent (30%) participated
which translates to about 30 students and above that became the respondents of the study.
Sampling
Sampling method that was utilized for this survey was stratified random sampling. The
survey used this kind of sampling in order to obtain a representative sample from the total
population of Grade 11 – ABM students of St. Anthony’s College, San Jose de Buenavista,
Antique. All the Grade 11 – ABM students from the mentioned setting with a total population of
ninety-eight (98) students are eligible to participate in the study and at least thirty percent (30%)
of the population which is thirty (30) students and above will be randomly selected to represent
the whole.
Questionnaires and Measurements
Personal data which included name (optional), age, and address. The final questionnaires
targeted the determining factors such as intra-personal, cultural and/or environmental, and social,
among other factors that may have certain implications on the skin care product preferences of
the respondents. Instrumentation was based on focus groups that was conducted inside the
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campus of St. Anthony’s College. The following six (6) domains included within the three (3)
thematic which are intrapersonal, social, and normative, and culture and environment. The
intrapersonal thematic area included questions about personal factors as well as current
inclinations and perceptions relative to the purchase patterns of the respondents.
Data Management and Analysis
The obtained data from the study were subjected by the researchers to descriptive and
inferential statistical treatments for its analysis and interpretation. Descriptive and inferential
statistics was used to describe and make inferences about the entire set of obtained data. The
statistical tools used are: Mean – determined the average scores of the results of the set-up
treatments; as well as Chi-square.
Human Subjects
The study targets the population of the Grade 11 – ABM students of St. Anthony’s
College, San Jose de Buenavista, Antique. The purpose of the study was discussed to the
respondents. Then the distribution of survey questionnaires was done inside the classroom
setting. No incentives are given to participants and the participation to this study is voluntary.
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RELATION BETWEEN EXPOSURE TO TV

ADVERTISEMENTS AND THE SKIN CARE PRODUCT
PREFERENCES OF GRADE11 – ABM STUDENTS OF
ST. ANTHONY’S COLLEGE,SAN JOSE, ANTIQUE
Figure 2. The researchers made a general discussion regarding the obtained data on the relation
between exposure to TV advertisement and skin care product preferences of Grade 11 –
ABM students of St. Anthony’s College, San Jose, Antique

ADVERTISEMENTSAND THE SKIN CARE PRODUCT
13

Figure 3. The researchers made a table on the observed frequencies of the obtained data.

ADVERTISEMENTS
AND THE SKIN CARE PRODUCT PREFERENCES OF GRADE
11 – ABM STUDENTS OF ST. ANTHONY’S COLLEGE,
SAN JOSE, ANTIQUE

Figure 4. Researchers conducting the survey on Grade – 11 ABM students.

ADVERTISEMENTS
AND THE SKIN CARE PRODUCT PREFERENCES OF
GRADE
SAN JOSE, ANTIQUE
14

Figure 5. Researchers finalizing the computations on Chi-Square.

ADVERTISEMENTS
AND THE SKIN CARE PRODUCT PREFERENCES OF
GRADE
SAN JOSE, ANTIQUE

Figure 6. The obtained data encoded and interpreted.

ADVERTISEMENTS
AND THE SKIN CARE PRODUCT PREFERENCES OF GRADE
1
15

Figure 7. Researchers deliberated the data obtained and made inferences on the data obtained.
CHAPTER 4
RESULTS AND DISCUSSIONS
Presentation of Data
The results of the survey on relation between exposure to tv advertisement and skin care
product Preferences of grade 11 – ABM of St. Anthony’s college, San Jose, Antique are
presented in Table 1.
Table 1. Summary of data results of the survey on relation between exposure to tv advertisement
and skin care product Preferences of grade 11 – ABM of St. Anthony’s college, San
Jose,
Antique.
Number of Survey Questions Yes Answer No Answer Total
1 28 22 50
2 20 30 50
3 13 37 50
4 9 41 50
5 15 35 50
6 19 31 50
16
7 14 36 50
8 14 36 50
9 32 18 50
10 14 36 50
11 5 45 50
12 5 44 49
13 4 46 50
14 6 44 50
Total 198 501 Grand Total = 699
The number of survey questions and the observed frequencies of yes or no answers are
presented in Table 1. The results showed that fourteen (14) survey questions answerable by yes
or no were administered to fifty (50) respondents. Yes answers have a total frequency of one
hundred ninety-eight (198), while the no answers have a total frequency of five hundred-one
(501). The results further revealed that the grand total observed frequency of yes and no answers
administered to fifty (50) respondents was 699. The graphical trends between each questions and
expected frequency on relation between exposure to tv advertisement and skin care product
Preferences of grade 11 – ABM of St. Anthony’s college, San Jose, Antique as presented in
Figure 5.
17
18
50
45
40
35
30
Observed Frequency
25
Yes Answer
No Answer
20
15
10
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Number of Survey Questions
Figure 5. Graphical trends between each question and expected frequency on relation
between exposure to TV advertisement and skin care product Preferences of
grade 11 – ABM of St. Anthony’s college, San Jose, Antique.
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Analysis of Data
The obtained results in this survey were analyzed and interpreted by the researchers as
presented in Table 2.
Table 2. Contingency Table showing the observed and expected frequencies and tabulated Chi-
square on relation between exposure to TV advertisement and skin care product
Preferences of grade 11 – ABM of St. Anthony’s college, San Jose, Antique.
Number of Observed Expected Frequency (O-E)2 /E

Questions Frequency (O) (E)
1. Yes 28 14.16 13.5272

No 22 35.84 5.3445
2. Yes 20 14.16 2.4086

No 30 35.84 0.9516
3. Yes 13 14.16 0.0950

No 37 35.84 0.0375
4. Yes 9 14.16 1.8803

No 41 35.84 0.7429
5. Yes 15 14.16 0.0498

No 35 35.84 0.0197
6. Yes 19 14.16 1.6544

No 31 35.84 0.6536
7. Yes 14 14.16 0.0018

No 36 35.84 0.0007
8. Yes 14 14.16 0.0018

No 36 35.84 0.0375
9. Yes 32 14.16 22.4764

No 18 35.84 8.8802
10. Yes 14 14.16 0.0018

No 36 35.84 0.0007
11. Yes 5 14.16 5.9255

No 45 35.84 2.3411
20
12. Yes 5 14.16 5.9255

No 44 35.84 1.8578
13. Yes 4 14.16 7.2899

No 46 35.84 2.8802
14. Yes 6 14.16 4.7023
No 44 35.84 1.8579
91.5462
Statistical significance of data in Table 2 was assessed by Chi-Square to examine if there
was a difference between questions and observed frequency on relation between exposure to tv
advertisement and skin care product preferences of grade 11 – ABM of St. Anthony’s College,
San Jose, Antique was significant at α = 0.05 level of significance. The obtained results from the
survey showed that there was a highly significant relation between exposure to tv advertisement
and skin care product preferences of grade 11 – ABM of St. Anthony’s College, San Jose,
Antique since the computed F of 91.462 was greater than the tabulate F of 22.3620 at 0.05 level
of significance. This means that the exposure to tv advertisement played an important role in
influencing the skin care product preferences of grade 11 – ABM of St. Anthony’s College, San
Jose, Antique. Henceforth, exposure to tv advertisement has significant relation to the skin care
product preferences of grade – 11 ABM of St. Anthony’s College, San Jose, Antique.
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CHAPTER 5
CONCLUSIONS
The current study revealed that exposure to tv advertisement was associated with the skin
care preferences of grade – 11 ABM of St. Anthony’s College, San Jose de Buenavista, Antique.
These findings suggest that the exposure to TV advertisements persuade the respondents into
buying certain products. Additionally, the results also show that most of the respondents spend
three to four (3-4) hours watching television at five to six (5-6) times a day. The influences of
commercials are unnoticeable but it is built over time with deliberate exposure. Moreover, the
study found that the females are more likely to try out products based on the infomercials they
saw on TV. Those who view television help students in gaining information about how to
effectively deal with issues concerning appearance and looks. Overall, the outcome of the study
shows that exposure to TV advertisement can influence the skin care product preferences as well
as the inclination they have on a particular product type.
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CHAPTER 6
RECOMMENDATIONS
In reference of the result and conclusion of the research study, it is recommended that the
exposure to TV advertisements is beneficial on the part of the sellers as it increases popularity
thereby increasing sales. On the part of the viewers however, there is a need to be more aware of
their choices as deliberate exposure to TV advertisements persuades them into buying out
products thereby resulting to unnecessary spendings on non-essential products. Moreover, a
maximum time of watching TV should be enforced to keep the exposure to advertisements at a
minimum. The Grade 11 students of St. Anthony’s College, San Jose de Buenavista, Antique
parents should know that too much watching of television is not necessary for their children
23
daily. It can affect their behavior towards skin care products, such as impulsive buying and
inclination towards a particular product.
BIBLIOGRAPHY
Kottner J, Boronat X, Blume- Peytavi U, et al. The epidemiology of the skin care provided by
nurses at home: a multicenter prevalence study. J adv Nurs. 2015; 71(3):570-580.
Guenther L, Lynde CW, Andrissen A, et al. Pathway to dry skin prevention and treatment. J
Cutan Med Surg. 2012; 16(1):23-31
Christian JC, Fix DK, Lucus SC, et al. Two randomized controlled, comparative studies of the
stratum corneum integrity benefits of two cosmetic niacinamide/glycerin body
moisturizer vs. conventional body moisturizers.J Drugs Dertamatol. 212; 11 (1):22-29
Byers PH, Ryan PA, Regan MB, Shields A, Carta SG. Effects of incontence care cleansing
regiments on skin integrity. J Wound Ostomy Continence Nurs. 2012;22(4): 187-192
Zhang J, Smith EW, Surber C. Galenical principles in protection. Curr probl Dermatol. 2014;34:
11-18
Dreno B, Araviiskaia E, Berardesca E, Bierber T, Hawk J, Sanchez- Viera M, et al. The science
of dermocosmetics and its role in dermatology. J Eur Acad Dermatol Venerol 2014; 28
(11): 1409- 17
Kottner J, Boronat X, Blume-Peytavi U, Lahmann N, Suhr R. The epidemiology of the skin care
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provided care by nurses at home: a multicenter prevalence study. J adv Nurs 2015; 71
(3): 570-80
McLeod RP, Elias PM, Eichenfield LF, Fowler Jr JF, Hrowitz P. A Lifetime of well skin care:
practical recommendations for clinicians and patients. Semin Cutan Med Surg 2013;
32(2 Suppl 2): S28e9
Linchterfiekd A, Hauss A, Surber C OPeter T, Blume-Peytavi U, Kottner J. Evidence- based skin
care: a systemic literature review and the development of a basic skin care algorithm.
JEWound Ostomy Cont Nurs 2015; 42 (5) ;501- 24
Ali SM, Yosipovitch G. Skin pH 4 from basic science to basic skin care. Acta Derm Venereol
3013; 93 (3): 261- 7
Skin Care Product [Def. 1]. (n.d.) Retrieved March 8, 2019 from: https://www.researchgate.net/
publication/299475540_Skin_Care_Products_What_do_they_promise_what_do_they_del
iver
Preference [Def. 1]. (n.d.) Retrieved March 8, 2019 from https://dIctIonary.cambrIdge.org/us/

dictionary/english/preference
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ACKNOWLEDGMENT
Grateful thanks are due to
Mrs. Marites S. Albuera, our 2019 class adviser, for boosting our morale and motivation.
She also provided us with additional tips for our study.
Ms. Wendy Grace Q. Almiñe, one of our subject teacher, for evaluating and refining our research
quiestionnaire.
Our parents and loved ones for igniting our hearts with inspiration and moral support so
that self-determination and motivation fueled our whole beings.
The Creator of all things from Whom all knowledge and wisdom belong.
Kenneth, Dames, Hermis, Albeacel, Kate, Gian,. Charlene, and Princess
26
APPENDICES
27
Appendix 1. Survey questions conducted for the relation between exposure to TV advertisements
and the skin care product preferences of grade – 11 ABM students of St. Anthony’s
College, San Jose, Antique.
RELATION BETWEEN EXPOSURE TO TV ADVERTISEMENT AND SKIN CARE PRODUCT

PREFERENCES OF GRADE 11 – ABM STUDENTS OF ST. ANTHONY’S COLLEGE, SAN JOSE DE
BUENAVISTA, ANTIQUE
Name (Optional): ________________________________________________ Age: _________
Grade & Section: ________________________________________________ Sex: _________
No. of Question
questions
Q1 How many hours do you spend on watching TV?
____ 1-2 hours ____ 5-6 hours
____ 3-4 hours Others (please specify): ____
Q2 How many times do you watch TV advertisement?
____ 1-2 times ____ 5-6 times
____ 3-4 times Others (please specify): ____
Questions and Filters Yes No
28
Q3 Do you spend more than 3 hours in watching TV everyday?
Q4 Do you often buy skin care products?
Q5 Do you buy products based on what you saw on TV?
Q6 Do you buy skin care products you saw on TV advertisement base

on their popularity?
Q7 Does TV advertisement gives you enough information about your

preferred skin care products?
Q8 Does TV advertisement help you with the feature you want on a

skin care product?
Q9 Does the frequent TV advertisement convince you to buy a certain

skin care product?
Q10 Does the music or sound used on a TV advertisement influence

you to buy a certain skin care product?
Q11 Do you find seeing TV advertisement of skin care products

interesting?
Q12 Are you easily influenced when it’s your favorite artist advertising
a skin care product?
Q13 Do you alot money to buy a skin care product that you saw on TV
advertisement?
Q14 Do you persuade your parents to buy you a skin care product that
you saw on TV?
Q15 Do you buy a skin care product after seeing its TV advertisement?
Q16 Do you buy products based on what you’ve already heard on TV

advertisement?
Prepared by:
Kenneth L. Esmeralda
Kate Angeli D. Escote
Albeacel T. Bercero
Princess Jay Erica S. Ungsod
Charlene Mae S. Totanes

29
Gian Exel T. Leong-on
John Dames A. Aspera
John Hermis G. Bartolo
30
Appendix 3. Contingency Table on relation between TV advertisement and the skin care product
preferences of grade 11 – ABM students of St. Anthony’s College, San Jose,
Antique.
Number of Observed Expected Frequency (E) (O-E)2 /E

Questions Frequency (O)
15. Yes 28 (50)(198)/699 = 14.16 (28 - 14.16)2/14.16 = 13.5272

No 22 (50)(501)/699 = 35.84
(22 - 35.84)2/35.84 = 5.3445
16. Yes 20 (50)(198)/699 = 14.16 (20 – 14.16)2/14.16 = 2.4086
No 30 (50)(501)/699 = 35.84 (30-35.84)2/35.84 = 0.9516
17. Yes 13 (50)(198)/699 = 14.16 (13 – 14.16)2/14.16 = 0.0950

No 37 (50)(501)/699 = 35.84
(37 – 35.84)2/35.84 = 0.0375
18. Yes 9 (50)(198)/699 = 14.16 (9 – 14.16)2/14.16 = 1.8803
No 41 (50)(501)/699 = 35.84
(41 – 35.84)2/35.84 = 0.7429
19. Yes 15 (50)(198)/699 = 14.16 (15 – 14.16)2/14.16 = 0.0498
No 35 (50)(501)/699 = 35.84
(35 – 35.84)2/35.84 = 0.0197
20. Yes 19 (50)(198)/699 = 14.16 (19 – 14.16)2/14.16 = 1.6544
No 31 (50)(501)/699 = 35.84
(31 – 35.84)2/35.84 = 0.6536
21. Yes 14 (50)(198)/699 = 14.16 (14 – 14.16)2/14.16 = 0.0018
No 36 (50)(501)/699 = 35.84
(36 – 35.84)2/35.84 = 0.0007
22. Yes 14 (50)(198)/699 = 14.16 (14 – 14.16)2/14.16 = 0.0018
No 36 (50)(501)/699 = 35.84
(37 – 35.84)2/35.84 = 0.0007
23. Yes 32 (50)(198)/699 = 14.16 (32 - 14.16)2/14.16 = 22.4764
No 18 (50)(501)/699 = 35.84
(18 – 35.84)2/35.84 = 8.8802
24. Yes 14 (50)(198)/699 = 14.16 (14 – 14.16)2/14.16 = 0.0018
No 36 (50)(501)/699 = 35.84
(36 – 35.84)2/35.84 = 0.0007
25. Yes 5 (49)(198)/699 = 13.88 (5 – 13.88)2/13.88 = 5.9255
No 45 (49)(501)/699 = 35.12
(45 – 35.84)2/35.84 = 2.3411
31
26. Yes 5 (50)(198)/699 = 14.16 (5 - 14.16)2/14.16 = 5.9255

No 44 (50)(501)/699 = 35.84
(4 – 35.84)2/35.84 =1.8579
27. Yes 4 (50)(198)/699 = 14.16 (4 - 14.16)2/14.16 = 7.2899
No 46 (50)(501)/699 = 35.84
(5 – 35.84)2/35.84 =2.8802
28. Yes 6 (50)(198)/699 = 14.16 (6 - 14.16)2/14.16 = 4.7024
No 44 (50)(501)/699 = 35.84 (44 – 35.84)2/35.84 =1.8579
∑ (o−E)2 /E = 91.5066
Null Hypothesis (Ho): There is no significant relation between exposure to TV advertisement

and the skin care product preferences of grade 11 – ABM students of St. Anthony’s
College, San Jose, Antique.
Alternative Hypothesis (Ha): There is a significant relation between exposure to TV
advertisement and the skin care product preferences of grade 11 – ABM students of St.
Anthony’s College, San Jose, Antique.
Degree of Freedom: df = (column-1) (row-1)
= (2-1) (16-1)
= (1) (15)
=15
Level of Significance: α = 0.05
Tabulated Chi-Square = 24.996
32
Appendix 4. Letter to the principal for relation between exposure to TV advertisements and the
skin care product preferences of grade 11 – ABM students of St. Anthony’s College,
San Jose, Antique
18 February 2019
MARITES I. MEJARES
Principal
High School Department
Dear Ma’am,
Greetings!
We, the Grade 12 STEM – St. Patrick of Ireland students of St. Anthony’s College – High School
Department, are conducting a research entitled “RELATION BETWEEN EXPOSURE TO TV
ADVERTISEMENT AND THE SKIN CARE PRODUCT PREFERENCES OF GRADE 11 – ABM
STUDENTS OF ST. ANTHONY’S COLLEGE, SAN JOSE, ANTIQUE”.
This is in partial fulfilment for our subjects Practical Research 2 and Inquiries, Investigations and
Immersion under the supervision of Mrs. Segrid V. Manderico and Mrs. Marites S. Albuera.
In this connection, we would like to ask permission to conduct a survey inDelegate Angel Salazar Jr.
Memorial School during our Practical Research 2 and Inquiries, Investigations and Immersion
classes.
Thank you for your positive response regarding this matter.
Respectfully yours,
KENNETH L. ESMERALDA
Research Leader
33
Noted by:
SEGRID V. MANDERICO MARITES S. ALBUERA

Research Teacher (Practical Research 2) Research Teacher (Inquiries, Investigations
and Immersion)
Approved by:
MARITES I. MEJARES
Principal
High School Department
Appendix 5. Critical Values for Chi-Square Distribution on relation between exposure to TV

advertisement and the skin care product preferences of grade – 11 ABM students of
St. Anthony’s College, San Jose, Antique.
34

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St.

Background of the Study

product qualities, place of availability, etc.

Advertising is an integral part of our daily life. It is a pervasive method of marketing in

identified sponsors" (Kazmi and Batra, 2008).

a specific vulnerable group of consumers, namely compulsive buyers.

the different situations. According to traditional hierarchy-of-effects models, effects of

Objectives of the Study

1.) How much time do students spend in watching TV every day?

2.) How frequent do students watch TV?

skin care products?

Hypothesis of the Study

Grade 11-ABM students.

preferences of Grade 11-ABM students.

Conceptual Framework of the Study

Anthony’s College, San Jose de Buenavista, Antique as presented in Figure 1.

Dependent Variable Independent Variable

Television Advertisement Skin care product

Frequency of watching TV ad Brand

Significance of the Study

Scope and Limitation

as the connection of exposure to TV advertisements and skin care product preferences.

TV Advertisement. Is a span of television programming produced and paid for by an

organization to convey a message aimed to market a product or service. In this study, tv

11 – ABM students of St. Anthony’s College, San Jose de Buenavista, Antique.

Skin Care Product. It is a

product are referred to as one of the variables of the study.

or person. In this study, preference refers to skin care product.

REVIEW OF RELATED LITERATURE

promotional strategy by the marketers, while it is viewed as encompassing all forms of

promotional communication by the general public. It is any paid form of non-personal

presentation of ideas, goods and services by an identified sponsor (Kotler, 2016).

Advertising is a very important marketing communication tool for sellers. It is a crucial

they are aimed at (Sharma and Gupta, 2015).

environments (Blake, 2014).

purchase or not (Lewis and Reiley, 2013).

channel. According to Fill (2013), by advertising, a company can influence consumers by

brands that are advertised.

group of consumers, namely compulsive buyers.

current skin care market.

This research was be conducted based on quantitative methodology. Quantitative

methodology emphasizes objective measurements and the statistical, mathematical, or numerical

analysis of gathered data through polls, questionnaires, and surveys, or by manipulating

preexisting statistical data using computational techniques. It focused on gathering numerical

Research Study Design

A stratified random approach was used to obtain samples.

Population and Setting

Questionnaires and Measurements

inclinations and perceptions relative to the purchase patterns of the respondents.

Data Management and Analysis

treatments; as well as Chi-square.

RELATION BETWEEN EXPOSURE TO TV

RELATION BETWEEN EXPOSURE TO TV

PREFERENCES OF GRADE11 – ABM STUDENTS OF

RELATION BETWEEN EXPOSURE TO TV

RELATION BETWEEN EXPOSURE TO TV

RELATION BETWEEN EXPOSURE TO TV

RELATION BETWEEN EXPOSURE TO TV

Name (Optional): ________________________________________ Age: _

Grade & Section: ________________________________________ Sex: _

1-2 hours 5-6 hours

3-4 hours Others (please specify):

1-2 times 5-6 times

3-4 times Others (please specify):