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Chapter I

THE PROBLEM AND ITS SETTING

Introduction

Marketing is a business term that experts have defined in dozens of

different ways. In fact, even at company level people may perceive the term

differently. Basically, it is a management process through which products and

services move from concept to the customer. It includes identification of a

product, determining demand, deciding on its price, and selecting distribution

channels. It also includes developing and implementing a promotional strategy.

(marketbusinessnews.com)

Moreover, consumer Buying Behavior refers to the actions taken (both on

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

of other actions. It is valuable for businesses to understand this process because

it helps businesses better tailor their marketing initiatives to the marketing efforts

that have successfully influenced consumers to buy in the past.

(.demandjump.com)

Notre Dame-Siena College of Polomolok is a school in Polomolok, South

Cotabato, Philippines. It started as Notre Dame of Polomolok (NDP) but changed

its name to Notre Dame-Siena College of Polomolok from the opening of its

college department in 2004. Notre Dame-Siena College of Polomolok has been a

member of the Notre Dame Educational Association, a group of Notre Dame

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Schools in the Philippines under the patronage of the Blessed Virgin Mary. The

college offers a complete pre-school, grade school, and high school education

and a selected college education programs. Notre Dame-Siena College of

Polomolok, Service Education Department is already operating sixteen years

now. It is noticeable that the number of the college enrollees is quite low

comparing to the other colleges operating in the municipality of Polomolok. The

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

buying behavior. The researcher is interested to look into the relationship of

advertisement on consumer buying behavior to the first year students of Notre

Dame Siena College of Polomolok.

Statement of the Problem

This study aims to describe the significant relationship of influence of

advertisement on consumer buying behavior of first year students of Notre

Dame-Siena College of Polomolok.

1. What is the level of influence of advertisement to the first-year college students

of ND-SCP in terms of:

1.1 printed advertising; and

1.2 non-printed advertising

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2. What is the status of Consumer buying behavior of first year college of Notre

Dame-Siena College of Polomolok in terms of:

2.1 economic determinants

2.2 psychological determinants

2.3 sociological determinants

3. Is there any significant relationship between influence of advertisement

and consumer buying behavior of first year college students of Notre Dame-

Siena College of Polomolok?

Null Hypothesis

The influence of advertisement to the respondents does not have any

significant relationship on their buying behavior.

Theoretical Framework

This study was anchored on Hitesh Bhasin’s 5 advertising theory. This

theory explained that advertising has numerous objectives which includes

communicating with potential customers as well as persuading them to adopt a

particular product or develop a preference towards the product for repeat

purchase which ultimately results in brand loyalty. Advertising Theory or theories

therefore try to explain how and why advertising is effective in influencing

behaviors and accomplishing its objectives. The 5-advertising theory: 1) the

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

the products to the users in addition to selling. 4) The hidden message-Ads are

used in manipulating and unconsciously misleading the public. 5) Imitative

desire- Ads have a way of playing upon consumer’s tendency to want what other

people also wish. (marketing91.com)

Another theory incorporated to the consumer buying behavior was created

by Martin Fishbein and Icek Ajzen in the late 1960s, the Theory of Reasoned

Action centers its analysis on the importance of pre-existing attitudes in the

decision-making process. The core of the theory posits that consumers act on

behavior based on their intention to create or receive a particular outcome. In this

analysis, consumers are rational actors who choose to act in their best interests.

According to the theory, specificity is critical in the decision-making process. A

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

on a different course of action. (onlinemasters.ohio.edu)

Conceptual Framework

Figure 1 on page 5 shows the schematic presentation of the conceptual

framework of the study.

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The first box represents the independent variable which is advertisement

used by the school and the second box represents the dependent variable, the

consumer buying behavior.

An advertisement is the promotion of a product, brand or service to a

viewership in order to attract interest, engagement and sales. Advertisements

come in many forms, from copy or Printed Advertisement to interactive videos or

apps or non-printed advertisements. A research by the Wharton School of

Business found that it is not what media you choose that is the secret to

advertising success. Success depends on getting enough time to the right

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

factors that is identified as determinants of consumer buying behavior namely;

economic determinants, psychological determinants and sociological

determinants. The economic determinant refers on the financial capacity of the

consumer. The psychological determinant is the perception of the consumer

towards the school, while the sociological determinant is the influence of the

society to the consumer

Independent Variables Dependent Variables

Influence of Consumer Buying

Advertisement Behavior
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Figure 1. Conceptual Framework

Significance of the Study

The researcher will provide knowledge about the correlation of the

influence of advertisement and consumer buying behavior of Mindanao OP-

Siena Schools. The study will be significant to the following sectors.

To Notre Dame Siena College of Polomolok, its result could be useful to

their management especially. It could be a basis for school administrators in

improving the advertisement that will result to better consumer buying behavior.

To the Researchers, this study is relevant to their field of specialization:

Bachelor of Science in Business Administration major in Marketing

Management because, advertisement is the best way to market products. Thus,

this study will help the researchers understand the relationship and impact of

advertisement to the consumer buying behavior.

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

nature with this study.

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Scope and Delimitation of the Study

The respondents of the study will be the first-year college student of Notre

Dame-Siena College of Polomolok (NDSCP). The data will be based on the

structured questionnaire answered by the respondents. The study will be

conducted from November 2020- December 2021. The study will be limited Notre

Dame-Siena College of Polomolok (NDSCP) level of influence of advertisement

and buying behavior. The respondents of the study will be the official enrolled

first year college students of Notre Dame-Siena College of Polomolok AY 2020-

2021. This study would like to know the significant relationship between influence

of advertisement and buying behavior.

Definition of Terms

Advertisement. Conceptually, this refers to the techniques and practices

used to bring products, services, opinions, or causes to public notice for the

purpose of persuading the public to respond in a certain way toward what is

advertised. It is the promotion of a product, brand or service to a viewership in

order to attract interest, engagement and sales. Advertisements come in many

forms, from copy to interactive video, and have evolved to become a crucial

feature of the app marketplace. Operationally, this refers to the advertisement

used by Notre Dame-Siena College of Polomolok.

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Consumer buying behavior. Consumer Buying Behavior refers to the

actions taken by consumers before buying a product or service. . Operationally,

this refers to the consumer buying behavior used by Notre Dame-Siena College

of Polomolok.

Economic Determinants. Conceptually, this refers to the consumers’

financial capacity or it is the personal income (individual's purchasing power),

family income (total purchasing power of the family), the future income

expectations (expected increase or decrease in availability of disposable

income), and availability of liquid asset (asset, which can be converted to cash).

Operationally, this refers to the economic determinants used by Notre Dame-

Siena College of Polomolok

Marketing. Conceptually, this refers to the action or business of promoting

and selling products or services, including market research and advertising.

Operationally, this refers to the marketing program used by Notre Dame-Siena

College of Polomolok.

Non-printed Advertising. Conceptually, this refers to the advertisements

that are printed in hard copy in publications (newspapers, magazines, journals)

likely to be read by your target audience. Operationally, this refers to the non-

printed advertising used by Notre Dame-Siena College of Polomolok.

Printed Advertising. Conceptually, this refers to the form of marketing

that uses physically printed media to reach customers on a broad scale. Ads are

printed in hard copy across different types of publications such as newspapers,

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magazines, brochures, or direct mail. Operationally, this refers to the printed

advertising used by Notre Dame-Siena College of Polomolok.

Psychological determinants. Conceptually, this refers to the person's

individual characteristics, such as cognitions, beliefs and motivation that could

potentially be associated with. Operationally, this refers to the psychological

determinants used by Notre Dame-Siena College of Polomolok.

Sociological determinant. Conceptually, this refers to the influence of

the society to the consumer to buy or consume the product or services.

Concerning the development, structure, and functioning of human society.

Operationally, this refers to the sociological determinant used by Notre Dame-

Siena College of Polomolok.

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Chapter II

REVIEW OF RELATED LITERATURE

This chapter presents the significant readings of the researcher on the

different topics, which are found useful in the development of this study.

Advertisement.

According to Abrudan, E. (2016) Advertising is one of the most common

and frequently used means of communication of the supply side in order to

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

marketing or sensation marketing.

Also, Mogoş, A. (2018) conducted a study. In order to attract the attention

of target groups and to intrude into the minds of consumers modern media have

developed unconventional methods, and nonconformist contents. These forms of

advertising comprise Ambient Media, Tattoodvertising, Foodvertising,

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Sandvertising, Advergaming, Mobile and Pixel Advertising. Another challenging

way of advertising “ even within a classical framework “ is advertising with a

sexual appeal or messages that hurt religious feelings or social norms.

Also, according to Redwan, S. (2020) Advertising has brought in an

advanced manner of building awareness about any product or a service in the

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

advertisements, a consumer gets the best possible options. Today, the

advertising industry has become a huge industry because of the large number of

products and services being offered.

Praveen, S. (2018) also asserted that Advertising is essentially a part of

the service industry that involves communication of information and ideas to and

on behalf of others by using various mediums like newspapers, magazines,

posters, website and commercials on TVs. The advertising industry plays an

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

enjoyment of the consumer. A substantial portion of our economic system is

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

most visible elements of the mass distribution system.

Printed Advertising.
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According to a study of Grossman, J. (2016), Printed advertising may be

pre-printed on printable paper sheets and leaving a printable field free of printed

advertising on each of the plurality of sheets. The partially-printed paper is

distributed to a plurality of users. Users access a website to confirm acquisition of

the partially-printed paper. The website records usage of the partially-printed

paper and increases a credit account associated with the user based on usage of

the partially-printed paper. In an alternate method, the printed advertisement is

formatted for marginal printing on printable paper sheets by a user's printer when

a registered user downloads printed information via the Internet. A website

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 information formatted for marginal printing.

Also, Dayag, D. (2018) conducted a study. One of the most ubiquitous

discourses is advertisements. When we watch TV in the comfort of our living

rooms, we are bombarded with ads; when we read a newspaper or magazine,

somehow our attention is distracted by one form of an ad or another. On our way

to school or office, we come across ads in various shapes or colors. Indeed,

advertising, whether print, broadcast, or any other type, is part of our everyday

lives.

Also, according to Scott B, et al. (2015) Using the no advertising exposure

condition as a baseline, exposure to the advertising sale flyer results in more

than a 100 percent increase in the number of advertised products purchased and

dollar amount spent on promoted products.

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Cocoran and Keiran (2018) also asserted that printed advertisement has

a promotional function as medium to advertise a product. It implicitly persuades

people to create demand of product which is being advertised

According to Sabrina B. (2017) Brand logos can provide affective

reactions before any promotional activity is carried out. This is particularly

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

is expected by your audience.

In addition, in the Philippine market, numerous apparel brands exist and

customers are confronted with many choices. Many companies advertise their

brand aggressively so that it will be recalled and preferred over others. Although

there are various approaches to advertising, the use of endorsers to increase an

advertisement’s persuasiveness is very common. Most apparel brands use

magazines and newspaper advertisements to promote and hire famous

celebrities to endorse their products. (Rodriguez, K. 2018)

Non-Printed Advertising

According to research conducted by Author links open overlay panel

AbdallahAlalwan, A. (2015) social media is being increasingly used as a platform

to conduct marketing and advertising activities. Organizations have spent a lot of

time, money, and resources on social media ads. However, there is always a

challenge in how organizations can design social media advertising to

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

proposed based on three factors from the extending Unified Theory of

Acceptance and Use of Technology (UTAUT2) (performance expectancy,

hedonic motivation, and habit) along with interactivity, in formativeness, and

perceived relevance. The data was collected using a questionnaire survey of 437

participants. The key results of structural equation modelling (SEM) largely

supported the current model’s validity and the significant impact of performance

expectancy, hedonic motivation, interactivity, in formativeness, and perceived

relevance on purchase intentions. This study will hopefully provide a number of

theoretical and practical guidelines on how marketers can effectively plan and

implement their ads over social media platforms.

Moreover, social network are online communities of people who typically

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

powerful in their ability to facilitate communication. Examples of social networking

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

by searching the network, or inviting others to join. Karthik, S. (2016).

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Advertisers are enthusiastically integrating social media into their

advertising programs to drive digital engagement. For example, stating “digital

engagement is key to us,” sports brand Adidas recently announced it will focus

its marketing efforts exclusively on digital and social channels (McCarthy 2017).

The effectiveness of such digital engagement programs is usually assessed with

social media monitoring tools providing quantitative metrics, such as the number

of likes, shares, comments, opens, views, followers, or clicks, as indicators of

level of engagement or valence of engagement (positive or negative comments).

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

best stimulates engagement (Scheinbaum 2016).

According to McNeal, R. (2017) Extracurricular activities provide a channel

for reinforcing the lessons learned in the classroom, offering students the

opportunity to apply academic skills in a real-world context, and are thus

considered part of a well-rounded education.

Evans, D. (2016), states that non-printed advertising is provided by a

series of interlocking multisided platforms that facilitate the matching of

advertisers and consumers. These intermediaries increasingly make use of

detailed individual data, predictive methods, and matching algorithms to create

more efficient matches between consumers and advertisers.

According also to Mill, D. (2017) the Findings indicate that future alumni

engagement strategies should address the following elements: Communication,

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loyalty, and social professional interactions. The results of this study provide

academic programs with a sound process from which they can successfully

launch comprehensive data driven alumni engagement initiatives.

In the addition, the 2016 presidential contest is widely considered as the

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,

grassroots, and self-actualizing. Analysis of twenty million activities and 39,942

randomly sampled comments across the official Facebook pages of key

presidential candidates supports the grassroots model as Duterte's profile was

the most engaged, even if Duterte himself was not actively engaged. Such

inconsistencies raise the prospect that Duterte's online prominence was

fabricated by paid trolls and fake accounts. Instead, our analysis suggests that

Duterte's digital fanbase was, at least in part, a reflection of offline, grassroots

political support. In particular, data from an original survey of 621 respondents

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

understand the broader ecosystem of online political discourse, rather than

focusing on the actions and strategies of political campaigns. They also

underscore the fine line between fabricated support and genuine political fervor.

(Sinpeng, A et al. 2020).

Consumer buying Behavior

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According to Sharma, M. (2017) The impact of consumer psychographics,

socio-demographic and product-related factor categories were found to be more

pronounced compared to supply-related factor category. The results show that

among individual factors like health concern, environment concern, knowledge

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-

labels increase trust in organic food by reducing information asymmetry in

consumers. However, there were differences in perception and factors

importance between high-income economies and emerging economies.

According to Kumar (2016) In today’s dynamic and competitive

environment, customers are continuously exposed to a variety of brands, offering

a large number of products and services that are advertised through different

marketing strategies to influence the consumer behavior that leads to the final

purchasing decision. This is because consumer behavior is an important and

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

from sports) to endorse their products to capture the consumer base.

In additional, the presence of celebrity in an 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
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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

which celebrity is communicating, the second attribute which researcher has

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

obtained by a celebrity in the eyes of society as an endorser. 250 student

respondents are the sample size for this study to examine the impact of celebrity

endorsement on students buying behavior. The data of 250 respondents is

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

significant impact of celebrity endorsement on the buying behavior. Finally, the

results of the study further proved that there is a significant impact of celebrity

endorsement on the buying behavior of customers. Giridhar, K. (2017)

According to Satrapiya, E. (2015) The presence of celebrity in an

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

perceived to have regarding the subject on which celebrity is communicating, the

second attribute which researcher has considered is celebrity popularity which

refers to name and fame of the celebrity as an endorser and the third one is
 19

celebrity image which refers to impression obtained by a celebrity in the eyes of

society as an endorser. 250 student respondents are the sample size for this

study to examine the impact of celebrity endorsement on students buying

behavior. The data of 250 respondents is 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 significant impact of celebrity

endorsement on the buying behavior. Finally, the results of the study further

proved that there is a significant impact of celebrity endorsement on the buying

behavior of customers.

Economic Determinants

According to Prachi, J. (2018), Economic Determinants are personal

income (individual’s purchasing power), family income (total purchasing power of

the family), the future income expectations (expected increase or decrease in

availability of disposable income), availability of liquid asset (asset, which can be

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.).

Moreover, impulse buying as an unplanned purchasing decision is

influenced by several factors. This study explores the relationship between store

atmosphere and impulse buying behavior (IBB). It also examines how

demographic variables such as age, gender, and education affect the

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

stores in Pakistan using self-administered questioners. In order to analyze the

data and test the Hypothesis, Structure Equation Modeling (SEM) technique was

used. The results suggest that store atmosphere has positive relationship and

significant influence on IBB. Additionally, it reveals that only one demographic

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

different selling and retailing decisions. From a managerial perspective, it is

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

mainly takes into account the demographic variables as moderators. (Umair

Akra, et al. (2017).

According to Mironova, M. V. (2019) Designing accessible courses is

important because it provides educational opportunities to all students. course is

important to improve your performance in a given career. In order to acquire

more advanced and better skills, many people today go for these professional

courses. It further gives you confidence along with basic information.

In addition, it is not possible to increase the economic and social well-

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
 21

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

around 40-50% animal originated of daily consumed protein (Gogus,1986;

Gokalp, 1986). Meral, U. (2019)

McPearson, M. (2018) also states that by subsidizing a college education

and covering most of its costs, the government drives prices higher, increasing

the overall price for students—and taxpayers. Making college more affordable

involves a structural change to get the government out of higher ed and a

commitment from colleges to control costs. quality free education will equip all

children and give them the ability to compete fairly for life opportunities

According to a study of Mohammad , et al (2018) The impact of

advertisement can be seen very clearly in various ways on Saudi consumers in

the Kingdom. The impact of the investigate of modern advertisement on Saudi

consumers and how it influences the purchase behavior of consumers. This

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

culture with a new socio-economic setup has cropped up with set up of

preference and options that could cater to global taste requirement and outlook.

In addition, According to Lukluk A. (2016), Advertising provides economic

value to society in many ways. It enhances buyer decision making by providing

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information and by supporting brand names. It provides an efficient means for

firms to communicate with their customers. Such a function is particularly

important in the introduction of new products.

Psychological Determinants

A study cited by Gallagher, J. (2015) Media and advertising in the 21st

century are unavoidable to consumers. Many research studies have examined

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

what they should be.

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

customer’s attention and analyses the impact of advertising on customer

behavior, which is determined by a multitude of aspects, although the

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psychological-cognitive, emotional and behavioral-ones play the most important

role. (Jakštienė et al. (2017)

According to Simonson et al., (2015) Career guidance helps learners

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

purpose of career guidance is for learners to make educational, training and

occupational choices. Choosing a career is one of the most important decisions

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

pick them for the wrong reasons.

According to a study by Flynn (2016), Students had the option of

evaluating each professor concurrently during the course, or waiting until the

course ended. Students were allowed to change their minds before the

evaluations were finalized at the end of the course.

In addition, Skepticism towards TV advertisements targeted at children

may drive prudent parents to limit their children’s exposure to these commercials.

Parental mediation strategies are among the approaches parents resort to in

restricting their children’s TV viewing. This correlational study investigated

Filipino parents’ attitudes towards TV advertising and the controls parents

imposed on their children’s television viewing. The study hypothesized those

parental attitudes towards TV advertising correlate with parental controls on their

children’s TV viewing. Two hundred fifty parent-child dyads participated in a face-

to-face survey conducted in early 2011 among urban middle-income households

 24

in Cebu City, Philippines. The results show that on average, parents maintained

a moderately negative attitude towards TV advertising. Majority of the parent’s

restricted their children’s TV viewing, mostly by scheduling and limiting the TV

viewing times to prioritize study and sleeping hours. However, there are no

significant correlations between the scores of parents’ attitudes towards TV

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

reasons other than the parents’ evaluation of the undesirable impact of TV

advertising. The results of this study identify implications to policy makers,

marketers, advertisers, children’s advocacy groups, academicians and parents.

Keywords: Social Science, TV advertising, parents’ attitudes, parental controls,

descriptive-correlational design, Philippines. Nogra, E. (2018)

Sociological Determinants

According to Bujari, S. (2017) Consumer behavior belongs within the

scope of delicate issues in theoretical marketing concepts of marketing. The

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

consumers, their psychological elements and conditions, the internal

psychological determinants of behavior, but also the influence of culture, social

class, family, lifestyle, as external sociological determinants, regardless of the

particular autonomous characteristics of being socially exposed to certain

environmental impacts that are undoubtedly of great importance to one’s

 25

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

analyzing the determinants of consumer behavior in the decision-making process

to be marketed.

Moreover, Social advertising uses information about consumers' peers,

including peer affiliations with a brand, product, organization, etc., to target ads

and contextualize their display. This approach can increase ad efficacy for two

main reasons: peers' affiliations reflect unobserved consumer characteristics,

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

influence processes. For these reasons, responses may be increased when

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

social cues on consumer responses to ads, measured in terms of ad clicks and

the formation of connections with the advertised entity. In the first experiment, we

randomize the number of social cues present in word-of-mouth advertising, and

measure how responses increase as a function of the number of cues. The

second experiment examines the effect of augmenting traditional ad units with a

minimal social cue (i.e., displaying a peer's affiliation below an ad in light grey

text). On average, this cue causes significant increases in ad performance. Using

a measurement of tie strength based on the total amount of communication

 26

between subjects and their peers, we show that these influence effects are

greatest for strong ties. Our work has implications for ad optimization, user

interface design, and central questions in social science research.

According to Meyer, J. (2019) alumni plays an active role in voluntary

programs like mentoring students in their areas of expertise. An effective alumni

network assures the alumni as a significant stakeholder by making them actively

participate in the institution's developmental activities. Alumni serve many

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

mentoring, internships, and career opportunities to students.

According also to Petruta P. (2018) Advertising promotes social messages

and life style through illustrating the position of ideal consumer and stimulate

social action toward purchase of that product. Advertising spending also creates

positive impression about a brand in the minds of the consumers. Catholic

schools place a strong emphasis on the social and emotional well-being of

students, teaching fundamental skills necessary for wellbeing and life

effectiveness. These skills improve the quality of learning and life of young

people and the communities in which they learn and grow

According to Hornik and Jacob (2017), Groups that influence the choice

of consumers are typically sorted into workgroups, shopping groups, friendship

groups, and families. Upbringing also plays a role in career formation. If your
 27

parents were uneducated or always struggling to get by financially, you may

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

This chapter presents the research design, research locale, research

respondents and sampling procedure, instrumentation, data gathering and

statistical tools.

Research Design

This study utilized a combination of descriptive quantitative and correlation

research design. Through a survey questionnaire, the researchers would like to

know the perceptions of the first year college students on the influence of

advertisement on consumer buying behavior.

Research Locale

This study was conducted at Notre Dame-Siena College of Polomolok.

The school is run by the Dominican Sisters of St. Catherine of Siena and is a

member of the Notre Dame Educational Association (NDEA). At present, Notre

 28

Dame-Siena College of Polomolok offers complete and higher education

programs. The Service Education Department offers courses in the areas

of Teacher Education, Business, and Information Technology.

Respondents of the Study

Respondents of the study were the first-year college students who were

officially enrolled at Notre Dame-Siena College of Polomolok (NDSCP) AY 2020-

2021.

Sampling Techniques

Purposive sampling technique was used in the determination of

respondents. There were 156 officially enrolled first year college students.

Descriptive statistics was used to come up with the respondent’s perceptions

regarding with the influence of advertisement to their buying behavior. Inferential

statistics specifically the Pearson-r correlation coefficient was used to describe

the relationship between the influence of advertisement and the consumer’s

buying behavior.

Research Instrumentation

To gather the needed data, the researcher used a structured

questionnaire adapted questionnaire developed by the researchers to determine

relationship of advertisement to the consumer buying behavior of first year

college students of Notre Dame-Siena College of Polomolok. Structured

questionnaire is a document that consists of a set of standardized questions

 29

with a fixed scheme, which specifies the exact wording and order of the

questions, for gathering information from respondents.

Validity and Reliability of Questionnaire

Since the instruments used were adapted, they were subjected to

validation to validation by experts for further comments and suggestions to

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

with an attached content validation form.

The evaluators rated the instrument based on the following set of criteria:

1) the clarity and appropriateness of the language used to the expected

respondents; 2) the presentation and organization which determined whether the

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

investigated; 4) adequacy of items per category which determine the number of

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

reproduction of the final copies.

To ensure reliability, the researcher consistently used the said instrument

to gather the needed data.

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Data Gathering Procedure

To facilitate the collection of data, the following steps were taken;

1. A letter of request was sent to the College Dean of Notre Dame-Siena

College of Polomolok to ask for permission to allow the researcher to

conduct surveys;

2. The researchers informed the research adviser of approval of the

above request;

3. The researchers prepared an adequate number of copies for the

number of respondents involved and ensured that each respondents

received a complete set;

4. The questionnaire was administered and retrieved right after the

scheduled date and time as agreed by both parties;

5. The researchers retrieved the questionnaire through the help of subject

teachers;

6. The data was tabulated, encoded and processed through the help of a

statistician using a Microsoft excel;

7. Findings was extracted and analyzed based on the processed data;

8. Results of the study were then interpreted to arrive at the conclusion

and recommendation.

Ethical Issues

Since the respondents of the research were first year college students of

Notre Dame-Siena College of Polomolok, proper care was observed in collecting

and handing data, confidentiality and anonymity of the individuals were strictly
 31

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

based on manual scoring to determine the effects of advertisement to the buying

behavior of the students.

To determine the Influence of advertisement and the consumer buying

behavior of first year students of Notre Dame-Siena College of Polomolok the

options were, 5-Strongly Agree; 4-Agree; 3-Neutral; 2-Disagree; and 1- Strongly

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

students of Notre Dame-Siena College of Polomolok.

To analyze the influence of advertisement, the researchers prepared the

following indicators: Entertainment, familiarity, social imaging, spending, buying

motives, consumer preferences, purchase intention, buying habits and consumer

habits. The same was done to analyze the consumer buying behavior of first year

college students of Notre Dame-Siena College of Polomolok. After which the

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

frequency counts, percentages and pearson r correlation.

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Frequency count was used to tally the responses of the respondents to

items in the instrument for both the organizational climate and teachers’

performance.

Percentage was used to determine the lowest and highest status

organizational climate and teachers’ performance.

Pearson’s correlation coefficient was used by the researchers to measure the

statistical relationship of the influence of advertisement and consumer buying

behavior of first year college students of Notre Dame-Siena College of

Polomolok.