i

INFLUENCE OF ADVERTISEMENT ON CONSUMERS′ BUYING BEHAVIOR

A Thesis
Presented to
The Dean and Faculty of the
College of Accounting, Business and Management
Education CENTRAL MINDANAO COLLEGES
Kidapawan City

___________________________

In Partial Fulfillment
Of the Requirements for the Degree
BACHELOR OF SCIENCE IN BUSINESS
ADMINISTRATION

___________________________

JESSIEVEIL J. MALUBAY
LOUIE JAY A. OCHIA
NHEVORYN JEAN R. PEREZ
GLENN D. ROSALES
QUEENIE PEARL L. SALES

December 2021
 ii

APPROVAL SHEET

This thesis entitled “INFLUENCE OF ADVERTISEMENT ON

CONSUMERS′ BUYING BEHAVIOR prepared and submitted by JESSIEVEIL J.
MALUBAY, LOUIE JAY A. OCHIA, NHEVORYN JEAN R. PEREZ, GLENN D.
ROSALES AND QUEENIE PEARL L. SALES in partial fulfillment for the degree
Bachelor of Science in Business Administration major in Marketing has been
examined and recommended for the corresponding oral examination, approval
and acceptance.

Dr. Felix Chavez,

Adviser
________________________________________________________________

COLLEGE OF BUSINESS ADMINISTRATION PANEL OF EXAMINERS

APPROVED by the College of Business Administration Panel of

Examiners with a grade of ___.

Ma. Regina E. Carlos MBA, PhD

Chairman

Mr. Fidel Ladra Ms. Esther Lyn T. Angele

Member Member
_______________________________________________________________

ACCEPTED and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Business Administration major in Marketing.

MA. REGINA E. CARLOS MBA, PhD

________________________________

Dean, College of Accounting, Business

and Management Education
 iii

ABSTRACT

The study was carried out to determine if there is a significant relationship

between the Influence of Advertisement and Consumers Buying Behavior. The

researchers used simple correlation quantitative design and carried out a survey-

using modified questionnaires as the instrument. Simple random sampling for

100 college students of Central Mindanao Colleges was also utilized. In the

same manner, the data was obtained and were analyzed using mean and

Pearson r. The result revealed that the level of Influence of Advertisement and

Consumers Buying Behavior were both high. The two variables yielded a mean

of .732, significant at .003 and was remarked that there is a significant

relationship between Influence of Advertisement and Consumers Buying

Behavior.

Keywords: Advertisement, Consumers Buying Behavior

 iv

ACKNOWLEDGEMENT

The researchers would like to extend their fullest gratitude to the people

who willingly helped them all throughout their academic endeavor.

To the Dean of College of Accounting, Business and Management

Education Ma. Regina E. Carlos MBA, PhD for being part of this major

milestone and for never failing to show her constant support and encouragement.

To the panel members, Mr. Fidel Ladra, Ms. Esther Lyn T. Angele who

showed willingness to make some professional and technical critiques of this

research study.

To the researchers’ adviser, Dr. Felix Chavez, for the immeasurable

mentorship throughout this process and who pushed them beyond what they

thought was conceivable and made this all possible.

To the researchers’ classmates and friends who never failed to show their

motivational and cheerful support.

To the researchers’ family, who offered them emotional, spiritual and

financial support and for this they are forever indebted.

Lastly, to God, through Him all things are possible. It is through Him they

received the strength, courage, and wisdom to reach this educational

accomplishment.

-Researchers
 v

DEDICATION

This thesis is dedicated to our family who are our greatest inspiration and
gift from above. With them, all things seemed possible. We are always thankful to
them for they never failed to show their support to us in times of difficulties, for
providing all our needs to pursue this research study, and for their unconditional
love.

To those people who are part of our struggles, for sparing their time with
us in accomplishing this research study. Whom we borrowed extra strength
during our toughest days and who helped us all throughout. This lifetime treasure
is also dedicated to them for they are also part of this wonderful journey.

To God the Almighty, who gave us the strength, knowledge and wisdom
to move forward and to pursue in order to perfectly accomplish this stepping
stone. With all our heart, we thank You!

-Researchers
 vi

TABLE OF CONTENTS

Page

TITLE PAGE i

APPROVAL SHEET ii

ABSTRACT iii

ACKNOWLEDGEMENT iv

DEDICATION v

TABLE OF CONTENTS vi

Chapter I

INTRODUCTION

Background of the Study 9

Statement of the Problem 11

Hypothesis 11

Significance of the Study 11

Conceptual Framework 12

Theoretical Framework 15

Definition of Terms 16

Chapter II

REVIEW OF RELATED LITERATURE 18

 vii

Chapter III

METHODOLOGY

Research Design 30

Research Locale 31

Population and Sample 32

Research Instrument 32

Data Gathering Procedures 32

Statistical Tools 33

Chapter IV

RESULTS AND DISCUSSIONS 34

Chapter V

SUMMARY, CONCLUSION AND RECOMMENDATIONS

Summary

42

Conclusion 43

Recommendations 44

REFERENCES 45