Professional Documents
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Local Media7441509197635944770
Local Media7441509197635944770
Introduction
usually requires payment or a communication channel. The general objective is to increase brand
awareness or to demonstrate the difference between product and competing products in order to
In the ancient and medieval world such advertising as existed was conducted by word of
mouth. The first step toward modern advertising came with the development of printing in the 15th
and 16th centuries. In the 17th century weekly newspapers in London began to carry
advertisements, and by the 18th century such advertising was flourishing. The great expansion of
business in the 19th century was accompanied by the growth of an advertising industry; it was that
century, primarily in the United States, that saw the establishment of advertising agencies. The first
agencies were, in essence, brokers for space in newspapers. But by the early 20th century
agencies became involved in producing the advertising message itself, including copy and artwork,
and by the 1920s agencies had come into being that could plan and execute complete advertising
campaigns, from initial research to copy preparation to placement in various media. In the 21st
century, with an intensely competitive consumer market, advertisers increasingly used digital
After these happenings, advertising then became an important area for economist to
research into. An early reflection was given by (Alfred Marshall 1890, 1919). In his works,
“Principles of Economics” and “Industry and Trade”. He marks out two roles played by advertising.
To him, advertising might be useful in providing information to consumers which will help them
Today the era of ad-supported television programming is over and there is a need for
advertisers to reinvent the process to fit the new ways of reaching audience members. With VCRs,
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TiVo and cable systems the viewer has the option of deleting advertising messages. Viewers are
also able to utilize cable systems for on-line services such as shopping on either TV or the net.
Changes in advertising will affect the way in which it is prepared and delivered to target audiences
(interactively) and major advertisers are participating in integrated programming to better control
the content of new media where viewers can interact with programming to get further information
(Rahmi, 2020).
an attempt to induce potential customers to purchase the product. Marketers invest in various
media platforms to influence consumer behaviour (CB). Advertisement on every media platform
has a different composition that engages the consumers in a distinct way. Digitalization has led to
managers to grab consumers’ attention through advertisements and sales promotion (Sama,
2019). Advertisement usually requires payment to a communication channel. The general objective
is to increase brand awareness or to demonstrate the differences between product and competing
products in order to sell them (Shawn, 2021). Advertising helps to make consumers aware of a
product and aims to build preference for that product over its competitors. If advertising succeeds
in those two tasks, consumers will choose the advertised product when they make their next
The psychology of consumer behavior, including the subconscious factors that drive
consumers’ actions, is nothing short of fascinating. Consumer behavior is the study of the elements
societal factors. Using data, marketers can gain an understanding of how consumers choose
products or services, the thought and/or emotional process behind those decisions, and what
motivates them to choose one product instead of another. All of this can help marketers craft
hyper-targeted advertising campaigns designed to pique the interest of their consumer base.
Consumers of varying age groups are often drawn toward different types of products.
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In this study, researchers aim to determine if there was a significant relationship between
product advertising and consumers purchasing behavior among the 3rd year students at Eastern
This study aims to determine the relationship between product advertising and consumer
purchasing behavior.
1. What is the level of effectiveness of product advertising tools along the following:
1.3 television;
1.5 billboard?
2. What are the factors affecting consumers purchasing behavior in terms of:
3. Is there significant relationship between product advertising tools and consumers purchasing
behavior?
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Significance of Study
This research is made with the aim to provide information and knowledge regarding the
chosen topic from the respondents, recent studies, and related sites needed for the expected
Business Owners. This study will help them to come up with the product advertising
Administrator. For he/she will be able to identify the product advertising and consumers
purchasing behavior which will guide them in their decision-making process in purchasing
products.
Teachers. For he/she will be informed about the product advertising and consumers
Students. The students will be able to benefit from this study in improving their product
preference. Thus, a positive consumers purchasing behavior towards the product advertisement
for a brand determines a positive towards the respective brand and eventually, may result in the
formulation of the purchase intent. And determining the inclinations, motivations, as well as buying
behavior of the targeted customers. By helping businesses delve deeper into customer
Researchers. This study will help them in their near future and to gain knowledge related
their course.
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Scope and Delimitation
The study will cover the identification of consumers wants and needs to the evaluation of
pricing and sales forecasting in the television. The respondent’s consumers' purchasing behavior
influences their intention to buy, knowledge of different aspects that may help sellers’ market make
a sales forecast of their products. Measuring product advertising and consumer purchasing
behavior may help a marketing executive get a better picture of both present and potential
markets. The identification of consumers wants and needs to the evaluation of consumer
Selected 3rd year CBMA students of Eastern Samar State University –Guiuan are
However, it is limited to the analysis of the profile of the respondents in terms of age, sex
and occupation.
For deeper analysis of the main problem, product advertising tools and consumers
purchasing behavior of the respondents when grouped according to their personal profile were
taken consideration.
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Definitions of Terms
The following terms were defined conceptually and operationally for easy comprehension.
Billboard is a flat surface (as a panel, wall, or fence) on which bills are posted (Merriam
Webster). In this study is a big outdoor advertising structure, similar to an oversized poster used to
select, purchase, use and disposal of products, services, ideas, or experiences to meet the
consumers’ demand (Shih, Yu, & Tseng, 2015). In this study, it refers to a person who purchases a
Cultural consists of patterns, explicit and implicit, of and for behaviour acquired and
transmitted by symbols, constituting the distinctive achievements of human groups, including their
embodiments in artefacts; the essential core of culture consists of traditional (i.e. historical derived
and selected) ideas and especially their attached values, culture systems may, on the one hand,
(KROEBER & KLUCKHOHN (1952). In this study it refers to the set of values and ideologies of a
Personal means concerning or affecting a particular person or his or her private life and
personality (Gromova Ziata). In this study it refers to as the particular background of an individuals
Print media any written or pictorial form of communication produced mechanically using
printing, photocopying, or digital from which multiple can be made through automated processes
(Oxford,2021). In this study refers to communication based on printed materials that have physical
presence.
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Product advertising tools are the techniques and strategies of advertising a particular
product or service, rather than a company name etc. (Cambridge, 2022). In this study, it refers to
Psychological deals with responses to any and every kind of situation that life presents
(Charles E. Skinner (1938). In this study it refers to influence on individual that drive his or her
Radio means equipment where the primary function is to transmit and receive intelligence
without the aid of a physical conductor (Law Insider). In this study it refers to promotion of products
Social Media is a group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0 and that allow the creation and exchange of User Generated
Content (Kaplan & Haenlein 2010:61). In this study, it refers as web-sites and technological
applications that allow it users to share content and to participate in social networking.
Television a piece of electrical equipment with a screen on which you can watch
programmes with moving pictures and sounds (Oxford Dictionary). In this study it refers to the
process of creating and airing commercials with the aim to promote a product or service.
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CHAPTER II
This chapter present the important literatures focus on the product advertising and
consumers purchasing behavior. This will also discuss the different studies that are related to the
research problem.
A. Related Literature
Advеrtіѕеmеnt is the mоѕt соmmоn and famous mеаnѕ of popularising a product. Through
аdvеrtіѕіng, a manufacturer trіеѕ to reach an audience and highlight the роѕіtіvе аѕресtѕ of a
product аnd hоw іt іѕ bеnеfісіаl for соnѕumеrs. In соmmоn wоrdѕ, one can ѕау that advertising іѕ
the аrt оf informing people of a product or service and its benefits. A TV commercial is an ad and a
part of a company’s marketing strategy. However, if the company publishes useful articles about
the topic on its site, this is marketing because this content doesn’t actually advertise anything.
Instead, it’s supposed to establish trusting relationships with potential and existing customers, to
provide support, to engage visitors thus turning them into existing and returning customers.
Product advertisement serves as an introduction to the product and spreads the word about the
company. Once your customers are aware of the product, advertising is used to inform customers
about its benefits. This will showcase it in the best way and generate a conversation that will
Advertising is one of the most important tools being used to motivate the consumers for not
only the product trail but to purchase it again and again. Advertisements are some of the major
factors for market assessment, therefore, considerations need to be taken as to how to manage
advertising (Conchar et al., 2015).The more attractive and colorful an advertisement is, the more it
is appreciated. Recall for print advertisements appears to be extremely even. Major findings of
Gorn (2018) showed that advertising controls product choice and thus creating a positive attitude
towards the advertised products. Colors in ads and packaging and advertisements have strong
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impacts on consumers purchase decisions according to a number of researchers. Colors create
brand identity and students could easily identify brands through colors scheming (Clayton, 2015).
Colors indicate the style followed by a consumer who purchases that product. Today the ads are
the things, which hold the young generation’s attention toward any new or preexisting product.
Biehal et al. (2019) said that ads have the first and direct impact on brand image. It is also
observed in daily life experiences that people prefer certain products just for the reason that they
Product advertising also exists in any multimedia presentation that consists of a set of
media objects (such as images, text objects, video clips, and audio streams) presented in
accordance with various temporal constraints specifying when the object should be presented, and
spatial constraints specifying where the object should be presented on a screen (Tamer, 2009).
Just like on billboards along the freeway, in subway and train stations, on benches at bus stops,
and on the frames around car license plates. In shopping malls, there are prominent logos on
designer clothes, moviegoers regularly view advertisements for local restaurants, hair salons, and
so on, and live sporting and cultural events often include signage, logos, products, and related
information about the event sponsors. The pervasiveness of advertising and its creative elements
are designed to cause viewers to take note (Stewart, 2015). Also, features like dynamic
animations, pictures, contrasting colors and interactive links to other websites, have the ability to
enhance the noticeability of an product advertisement (Brookes, 2010; He & Qu, 2018; Sabate et
al., 2017).
Awan and Arif (2015) stress that the use of celebrity endorsement in media advertisement
attract the customers. Awan and Hassan (2015) say that SMS marketing is a new tool of
introducing products and services and attracting new customers. Awan & Shahid conducted study
on green marketing strategies to attract educated customers and conclude that these strategies
have proved successful. Wan and Nayyar Abbas (2015) emphasize that demographic impulse
buying behavior can be generated by using different tools of media Advertisement and consumer’s
buying behavior have a strong relationship regarding the FMCG’s (Fast Moving Consumer Goods)
Olson and Mitchell (2000) contend that mobile phones and tabs are the latest source View
metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by
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International Institute for Science, Technology and Education (IISTE): E-Journals Journal of
Journal Vol.19, 2016 23 of an advertisement that is also very effective in changing the behavior of
the consumer. Oh & Xu (2003) say that mass media have the vital influence on our lives and
thinking style. We deliberately put the efforts in our thinking, living styles, and our behaviors due to
influence of advertisement.
Haug (2003) studied the relationship between the advertising and mobile services;
customer is just not only the user, also stakeholder (partner). Focus on the two factors of
customer’s behaviour as well as (1) flow of experience and (2) overall satisfaction, Chen et al.
(2008) maintains that informational advertisement provides awareness to the consumers, so that
they’ll prefer to buy desired goods. Crawford and Molnar (2018) state that after influenced by the
advertisement the Sargodha University students (consumers) at least try to buy the product one
time in their life, that’s mostly influenced by celebrities. Bashir and Malik (2019) have opinion that
consumers are price conscious that’s common now days in our society. People are almost
behaving rationally due to the benefits of cost, Ahmetoglu et al. (2020) concludes that
advertisement have a convincing power and having a motivating tool to persuade the audience
including listeners, readers and viewers so that they buy products or services Abideen and Saleem
(2021) say that advertisement has positive effects on the consumer’s behavior, who were in
different ages in the Pakistan’s second largest city Lahore. Flow of advertisement change the
consumer’s buying decision. Rasool, et al (2015) emphasized that brands advertisement play a
vital role to stimulate the consumers to buy the same brands, it enhances the performance of any
business and its image among the rival market stated that the rain of online promotional
advertising is growing significantly on the internet. Now days, that attracts the well-educated
community Bakshi and Gupta (2013). Promotion of the product is very effective on those
consumers who are traveling via tangential route and this can stimulate and guide the consumer’s
Advertisement credibility is defined as “the extent to which the consumer perceives claims
made about the brand in the advertisement to be truthful and believable” (MacKenzie & Lutz, 1989,
p. 51). Credibility of advertisements has been always one of the most widely studied concepts in
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the advertising literature. This might be attributed to the critical role it plays as one of the main
predictors of advertisement effectiveness (Choi & Rifon, 2020) as well as the formation of attitude
and behavior. Also, the concept of credibility of advertisements appeared in the advertising
literature as one of the most important elements of the advertisement value (Saadeghvaziri &
Due to the characteristics of the web that allows self-publishing in a largely unregulated
environment, it was found that consumers perceive web advertising as less credible than other
media (Prendergast, Liu, & Poon, 2009). Thus, convincing consumers with the credibility of web
advertising can be very challenging to many companies (Aktan, Aydogan, Aysuna, & Cad, 2016).
Ducoffe (1996) and Brackett and Carr (2021) were among the first authors that highlighted the role
purchasing behavior. In the context of social media literature, Van-Tien Dao, Nhat Hanh Le, Ming-
Sung Cheng, and Chao Chen (2015) indicated that credibility has positive effects on consumers’
perceived value of social media advertising, which in turn positively influences their online
purchase intention.
message to inform the recipient by different product and services alternatives so that the consumer
gets the most satisfaction he wants” (Ducoffe, 1996, p. 22). Bauer, Reichardt, Barnes, and
Neumann (2015) argued that the perceived accuracy, timeliness and usefulness of the information
will have an effect on consumer purchasing behavior towards advertising. Additionally, the
informativeness of the ads can be regarded as an important predictor of its value and it is crucial to
advertising’s ability to supply information is the primary reason for approving it (Bauer &
The uses and gratifications theory can be useful in explaining the importance of the
behavior; where the extant literature highlights the importance of informative advertisements for
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engaging consumers with social media advertisements (Wright, Gaber, Robin, & Cai, 2017). Social
media advertisements can include useful information about the brand (Luarn, Lin, & Chiu, 2015).
They can also include information about product specifications and technical knowledge about the
product attributes (Tafesse, 2015). Due to the numerous advertising that consumers are exposed
to, consumers are always looking for informative advertisements that can help them choose the
Entertainment in the context of advertising refers to the ability of the advertisement to fulfill
(Ducoffe, 2017). The extant literature highlights the positive role of entertaining advertising on
brand attitudes (Mitchell & Olson, 2014), where the ability of advertising to entertain can enhance
Stern and Zaichowsky (2017) argued that web advertisements that are entertaining will lead to
more loyalty to the advertised brand and to a better purchase intention. Similarly, entertaining
content was found to be positively related to positive behavior and curiosity for online
The uses and gratification theory is useful in explaining why people prefer entertaining
content on social media, where most people have a natural playfulness (Ducoffe, 2016). Thus,
providing games and prizes on social media can yield high participation and is a successful way to
attract and keep customers (Gaber & Wright, 2014). Additionally, funny messages is helpful in
customers’ user demographics, user preference, context and content. This aims at making the
advertisement more relevant so as not to disturb and annoy the recipient (Xu, 2006).
Personalization can be defined as “‘the ability of a company to recognize and treat its customers
as individuals through personal messaging, targeted banner ads, special offers on bills, or other
personal transactions” (Imhoff, Loftis, Geiger, & Imhoff, 2015, p. 467). To avoid the advertising
clutter that consumers are exposed to, many advertisers are starting to use customized messages
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for individual consumers based on their personal information (Jung, 2017). Customers prefer to
receive a customized content that is relevant to them and matches their interests. If the
advertisement can be somewhat personal, this will allow it to target customers in an individual
manner and improve the relationship with them (Saadeghvaziri & Hosseini, 2021). In research that
examined consumer responses to personalized advertisements in social media, it was found that
perceived ad relevance influences advertising effectiveness such as increased attention to ads and
B. Related Studies
service, or idea. Throughout the centuries ago, advertising has been used to promote goods and
services that market wish to sell to the public. Since then, advertising has involved with presenting
messages to attract potential customers. Nowadays, there are a lot of advertising channel which
using a medium used by an organization to advertise their products (MBA Skool, 2017) and inform
the customers about promotion such as print advertising, broadcast advertising, covert advertising,
outdoor advertising, surrogate advertising, celebrity advertising and print service advertising
(Nartey, 2020). These advertising methods do only have two purposes, brand recognition and
promoting goods and services (Porter & Claycomb,1997). As time goes by, advertisers have to
change their methods of advertisement to retain their customers and attract new customers. In the
other hand, they do also have to take note of how consumer behavior is changing over the time.
Consumers are the end user for the products where they keep the production cycle moving which
holds important role in the economic system of any nation (Ampofo, 2015). In order to gain
attention of the consumers, advertisers have to aware the demands of the consumers from time to
Thus, advertising methods grow as well from print service advertising to social network
advertising. The purpose of advertisement is to increase sales revenue and profits of firms and
increase the demand for goods that has been decreasing gradually (Ampofo, 2015). Advertising
has tremendously changed consumer purchasing behavior by giving the consumers a good
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source of information where consumers are more influenced with advertised products (Rashid
& Sidin, 2015). Advertisement with pictures feature in online advertisement has strongest
influence to create purchase intention. Besides that, advertising have significant positive effect on
brand loyalty (Hanaysha, 2016). It also helps the firm to create perceived favorable image which is
likely become a customer value as well (Hanaysha, 2016). The essential part of doing
advertisement is to reach out to consumers and competitors, showing its presence on the market
and is one of a key aspect in marketing communication element (Hanaysha, 2016). Broadcast,
social media, and print advertising should be keep it active to reach out consumers whereas it has
influence towards consumers (Haque, Rahman, Ahmed, Yasmin, & Asri, 2021). Thus, this
research will provide confirmation that advertisement through various channels would be beneficial
to the organization or it is a futile effort. Besides that, this research will show various channel of
For the consumers feelings, they can also have positive and negative feelings towards a
brand or its products. These feelings can be connected and can be based on the beliefs that a
consumer has, but on the other hand, feelings can have nothing to do with individual’s beliefs on a
certain product, service or brand. Similarly to beliefs, feelings towards a brand could stop a
consumer from buying anything from it, even if they more or less like the product, when they have
negative feelings to a brand. And of course if the feelings are positive, this is one more thing that
helps a customer to make a purchase from a certain brand. It is hard to change consumer’s
feelings about your brand, but it is still possible. In such case, building trust between consumer and
a brand is crucial. Mostly when a consumer has trust for a brand, he/she has mainly positive
feelings towards it. Of course, building trust is not a fast process, as well as building positive
feelings of a consumers towards your brand. In most of the cases it depends from a certain
consumer, so the research may be conducted on this topic, to understand the feelings of your
customers. And the results should be thoroughly analysed, that’s why constantly getting
consumer’s feedback is crucial for any brand to get better and grow. Nowadays, with the growing
social media industry, it is a lot easier and faster to get feedback from the customers via social
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When it comes to behavioural intentions, it is a decision that a consumer makes towards a
product/service, meaning decides to buy or not to buy it from a certain brand. In other words, the
intentions that the customer has towards a certain product or service. It is known in literature, that
consumer’s attitude is strongly determined by the favorability of his intentions. (Fishbein & Ajzen,
2019). This decision is usually the result of the beliefs and feelings (or together) that a consumer
has about this product or service. Although, sometimes, the choice is made by the consumer in a
result of other things, depending on the situation and circumstances. According to Fishbein & 19
Ajzen (2015), there are four elements included in the consumer’s intention, which are: behavior,
target object, the situation and the time in which the whole process is performed. There could be a
few reasons standing behind consumer’s choice of buying or not buying. First of all, if the
consumer previously had negative experiences with one or other product or service, it can affect to
his/her will to buy a similar product/service even if it’s totally different brand. Not to mention that
social influence has a great power in influencing the decisions of the consumer. For instance, if
his/her friends bought a highly promoted product, the consumer himself would want to buy it too,
even if before he/she didn’t really want to purchase it. In most of the cases, consumer’s social
environment affects greatly his/her beliefs and feelings, which leads to affecting his behavioural
intentions towards any brand or product. This emphasizes how much easier is it to change
consumer’s attitudes and intentions by positioning a brand and it’s advertising in social media in a
right, suitable to a consumer way, because in social media, there are lots of influencers, for whom
consumers of different needs, beliefs, intentions and attitudes have already built trust. Therefore,
partnering with all the different kinds of influencers will raise the brand’s sales in times.
Consumer purchasing behavior is about how individuals, groups, and organizations to select,
purchase, use and disposal of products, services, ideas, or experiences to meet the consumers’
demand (Shih, Yu, & Tseng, 2015). It is a study of ways of buying and disposing of goods etc.to
satisfy their needs and wants (Dudovskiy, 2015). Consumer is someone can either be an individual
or an organization who is the end user of the goods or the services whichever available in the
market. A consumer has the right and the power to make the decision about purchasing goods or
services and this action or plan of making the purchase is called consumer behavior. There
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are four main factors that influence consumer purchases, which are personal, cultural, social, and
psychological (Educba, 2016). Firstly, personal factors such as age, occupation, income, and
lifestyle are actually will affect consumer behavior. It is obvious that people buy different products
at their different stages of life cycle as singles, married couples, unmarried couples, or senior
citizen. Consumer preference will change with the change of age and the life cycle as time goes by
(Khaniwale, 2015).
Next, the occupation of the individual also influences the individual’s buying behavior. The
buying considerations and decisions are different according to their profession and role in the
society (Brosekhan,Velayutham, & M.Phil, 2020). Moreover, the financial or economic situation of
consumers will affect their purchase power as well because income is an importance source of
purchasing power. The more the income of the person, then the more will be the expenditure on
other items. As the income of the individual is higher, then the spending power of the individual
increases as well. Besides that, the purchase pattern of consumers differs according to their
different lifestyle. Individual who have higher spending power will pursue branded products which
have appeared in various advertising channels (Zhang, 2015). Next, culture of the consumer will
affect the consumer behavior when it makes purchases. A research shows that Muslim culture will
purchase the product based on the advises from other’s opinion while Chinese will make
purchases based on individual opinion without less consulting on other opinion (Lai, Chong, Sia, &
Ooi, 2019). Third, for the social factor, different social class will have different opinion on making
decision to purchase the product whereas higher social class will purchase advertised and
branded products while lower social class will purchase the goods that fulfil the needs of
the individual (Rani, 2019). Finally, for the psychological factors, organization should develop its
social media component as consumers are part of social networks that influence their online
perception and trust in a certain website through word-of-mouth (Cetină, Rădulescu, & Munthiu,
2015). It is important that advertisers have to obtain the knowledge between advertising and
consumer such as how advertising affects and how consumer behavior reacts. Understanding
appropriate marketing strategies by following the regulation to suit their target groups (Muniady,
Mamun, Permarupan, & Zainol, 2015). Yet, one of the essential problems of organizations is the
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knowledge of how to tackle consumers that will be used for achieving their ultimate goal of
advertising (Deshwal, 2016). Therefore, based on the above explanation, there is a need to
Print service advertising is the method to promote the product, service or message
via magazine, poster, newspaper, brochure and etc. to reach customers. Throughout the long
history, print service advertising has been used to spread messages to the customers with the
customer perceptions (Hampel, Heinrich, & Campbell, 2016). As when there is an impact of
advertisement to customer perception for print service advertising, advertising using newspaper,
poster, and magazine is still a demand to give awareness to potential customers (Nayak & Shah,
2015). Newspaper is the media that produce information in many forms of media and it often
rated as less effective marketing tool (Ladd, 2018). Nevertheless,newspapers have been
experiencing declining circulation figure and lessening advertising revenues for several years
where it poses threat to existing newspaper press (Lindstädt & Budzinski, 2022).
Based on the analysis conducted by Lindstädt and Budzinski (2020), some businesses
cannot use newspaper advertising anymore such as business retailers, shopping centers and
catalog showroom. Meanwhile, advertising of some other industries are replaced by other
served as niche market in current market (Lindstädt & Budzinski, 2016). According to
However, the awareness spread by internet advertising is much higher than newspaper (Çuhadar,
2005). Internet advertisement was considered more disturbing compared to print advertisement
which explains why effectiveness of internet advertisement is much lower than print advertisement
Therefore, using internet advertisement alone is far less effective than print advertisement
(Numberger & Schwaiger, 2015). Nevertheless, advertising using print service have different effect
from different field of organizations. According to Bansal & Gupta (2015), the effect can be
surveyed from the way that promotions with more educational substance were found to impact
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a greater number of clients than ads with less instructive substance. Thus, print service
advertisement is still popular approach for advertisers to use for advertisement. The content in print
service advertisement conveys direct message to consumers and the effectiveness for consumer
to receive the message is also accurate (Manchanda, Dube, Goh, & Chintagunta, 2016). In
(Manchanda, Dube, Goh, & Chintagunta, 2016). Certainly, the arrangement of advertisement such
radio, and known as air advertising. Goods and services marketers do receive different
responses of effectiveness between promoting products and services (Gauci & Hill, 2018).Today,
advertising companies invest huge amounts of their earnings in advertising in different media such
as television, radio, and magazine as television is one of the widespread media for this purpose
(Ansari & Joloudar, 2021). In broadcast advertising, there are certain regulation needs to be
followed. The regulation is divided into several environmental factors such as types of media,
restriction on certain products, adverting images, social forces, and government restrictions (Waller
D. S., 1993). Thus, advertisers have to consider the environmental factors in order to produce
advertisement to the audience and also able to convey the message to the targeted audience.
Today, advertising companies invest huge amounts of their earnings in advertising in different
media such as television, radio, magazine and etc. that television is one of the prevalent media
for this purpose Many persuasive messages will be created to persuade the audience and it does
not have an initial effect, but changes in behavior take place after a period of time (Gerber,
Terblanche-Smit, & Crommelin, 2014). It was predicted that positive impacts of TV advertisement
are on customers' attention to advertisement, interest for purchasing, desire for purchasing, action
of purchasing and customers' satisfactions. There are some channels that the audience are young
people where it associated with lowered rates if advertising avoidance in broadcast advertising
(Wilbur, 2016).
For radio advertising, it is a powerful advertising medium because it is the most assessable
whether in a car, working in a field or cooking dinner (Balya, 2018). Besides that, it is immediate
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as they reach faster than newspaper or on television and it is inclusive where it reaches most
people includes poor, marginalized or those who cannot read or write (Balya, 2018). According to
day where radio has consumed 10% of their time; hence radio advertising is an alternative for
advertiser to consider. Besides that, radio advertising is cost effective compared with newspaper
advertising and radio is an uncluttered medium. Broadcast advertising can help to build brand
introduction and securing brand recognition. Brand introduction should be started early because
time will gradually improve brand recall in consumers (Gerber, Terblanche-Smit, & Crommelin,
2015). Television advertising can maximize brand recognition and influence consumers to know
and remember the brand that was advertised (Gerber, Terblanche-Smit, & Crommelin, 2015).
However, he cost for television advertising is high and the message may not always reach to target
audience where advertisers have to take note between selecting advertising media and approach
(Budacia, 2021). Thus, it is important to create a good advertising as Malaysian consumer agree
with factor that advertisement is proving information about product and purchasing behaviour
(Samy, 2015).
Social Media is a term that is widely used nowadays in connecting people from all
Over the world. Social Media is the democratization of information, transforming people from
content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-
many model, rooted in conversations between authors, people, and peers. (Neti, 2015). Social
media advertising will have certain impact on consumer’s response on the product. It can be either
positive or negative, depends on ways of the product being presented to consumer. The message
that the advertiser intends to convey will be different as the consumer will have different
perspective. It shows the advertising is getting more essential lately. Social media will definitely
have some impacts to digital environment. Internet, television, and virtual communities have
transformed the consumers with wider choice in been touch with people and products from all over
the world. Same situation happens to household as well. The social media technologies within the
home are leading to increased social isolation and a privatization of people’s lives within the
household (McGrath, 2022). This clearly shows the big impact of the social media on people’s life
and advertisement.
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Mobile advertising is one of the technologies which will impact the advertisement as people
no longer need to sit in front of computer to place any booking to any of the product. This can be
done via mobile phone setting, as long as there is an internet connection. This will increase
understanding the message sent by advertiser with their desktops. They can do it via mobile
phones. Online WOM is the most-represented topic in digital and social marketing research, which
is unsurprisingly given the consumers’ reliance on socially sourced online information (Stephen,
2015). This is obviously seen as the impact of social media towards digital environment with
technology given the consumers the power to investigate products, label and criticize them
in equal measure and more. Therefore, many companies today have pages on social networks to
complement the information held about the products, held by the feedback of consumers about the
products and tend to relate more to the company after reading various reviews (Ioanăs, 2014). In
According to “The effect of consumer perceptions on their attitude, behaviour and purchase
intention in social media advertising” article, internet is an irreplaceable tool, which lead people to
using social media. Whenever the consumer is, either at home or at work, in any place he/she
would use internet, in particular social media networks. Hence, advertising in social media is very
effective because at any time and any place the consumer can see a social media ad and get
interested in it. In the stated earlier article, it is referred to understand the perceptions of the
consumers about advertising in social media, the article also evaluates the results of the study. To
start with, as stated in the article, internet and mostly social media allows people to take more
control over some parts of their life, such as: communication, knowledge, decisions and more. By
this, understanding their decisions made because of social media could be very beneficial for
marketers, understanding the knowledge that they got and that can get in future, and give it to
them, because together with the knowledge they are getting more interested in a certain
brand/product/service which is advertised in social media nowadays. What is more, social media
helps to build the trustful relationship between the brand and its customers. Which leads to the
understanding that building trust, is also building stronger customer base and in the end, more
customers and more sales. If they have trust for a brand, they would advise its products to their
20
friends and family, and this is only beneficial situation to a brand. But not every advertising instils
trust for the product or brand. With social media, it is not only possible to engage new customers to
Moreover, the behaviour of the consumers is tracked much easier through social media
than any other advertisement platform, because of the feedback that the customers, users give
everyday. That is why, it is crucial to have an influencer who already built trust with his/hers
followers and etc. In such case, there a bigger chance that a consumer would be interested in a
product which is advertised by a known person whom he/she can trust than by a person who
he/she sees for the first time. And nowadays, reaching fast a big amount of people is possible with
the social media. 24 Due to increasing usage of social networks, and advertising in them,
customers expectations are also rising and changing, together with the various trends happening in
social media. If before it was quite easy to impress a customer with a simple ads in social media,
especially on Instagram, now it is a lot harder to do. As well as social networks themselves develop
every day, getting new features (which also quite often include business features, which are very
helpful for the brands in advertising their products and ect.), influencers as well improve their blogs
and other in order to reach more people and attract potential consumers to their ads, provided
Today, even Instagram itself can promote your post with advertisement in it. Hence, the
users are used to various ads in social media, and it’s not as easy anymore, to impress and get
them interested, because their expectations are now higher than they used to be a few years ago.
In today’s case, it is crucial to know what your customers already have seen, what the want to see,
what they are interested in. Therefore, following different trends in social media, for example on
Instagram would get any brand to a more beneficial position than their competitors who don’t even
think to do it.
That is why, the study is this article “The effect of consumer perceptions, attitude, behaviour
and purchase intention in social media advertising” was conducted, to understand the consumer’s
perceptions and how they may have changed with time. The one of the thing that also changed in
consumer’s behaviour and attitudes, is that from the position of passive users, the majority
transformed into an active position, taking part in the social media life and reacting actively to
21
advertising there as well. Therefore, the change in the position of users in social media, changed
also their perceptions as the consumers toward advertising in social media. For a consumer, it is
important to know that his/her opinion was heard, and that according to their feedback, positive or
especially negative and constructive, companies/brands do change the reviewed product or etc.
Like this, consumer sees that what he/she thinks is important to a brand. And that’s why nowadays
people like social networks and use it so frequently. Thus, companies started to use social media
According to the article, there are few consumers’ perceptions which were found in the
study more often. These are: in formativeness (what was pointed out by many respondents is that
the social media advertising was informative, and giving them, modern and up-to-date information
on many topics/products and more), entertainment (research showed that in any case, the
advertisement is better to be more interactive and entertaining, as well as diversity plays the role
too, because of a more positive attitudes toward it from the side of a consumer), reliability ( trust-
building is important between a consumer and a brand, the more reliable the advertisement, the
better for the market), value corruption ( the advertisement can be perceived in a wrong way by the
consumer, so the companies should be very strict with finding a right way to present a
product/service, because it has a big impact on the consumers perception and attitude).
From the research conducted by Zafar and Khan (2021), turned out that the majority of the
students use social media more than 7 times per day, which is relatively is big number. Moreover,
according to a questionnaire, the most used social media was Facebook (40.9 %). What is
interesting, answer to this particular question differs according to the country in which it was asked.
So depending on the country, the most used social network could be different. Which is why it is
important to customize the online advertising according to a target group and a country, and the
easiest and the most effective way to do it is advertise in social media. As already mentioned
before, following the trends to advertise in social media is critical nowadays, moreover, the trends
Today, one of the most famous, and sales effective trend in social media, especially in
Instagram – is the health products and more or less everything connected to it. Hence, the next
parts is going to review the rising trend of promoting health products, organic food and etc., and
22
the consumer’s attitude towards advertising it. 26 2.3.1 To conclude: Social media Trends affecting
its advertising and consumer’s attitudes towards it First of all, what is a trend? According to
Cambridge English Dictionary, trend is a direction of changes and development, trend is also
estimated as something fashionable. For the most part, today the word trend is used in the social
media sphere. Where if something is trending, means that it if famous in certain sectors. The
trends on social media are constantly changing, some of them stay longer and some are coming
through very fast. That is why for brands it is important to be aware of the existing trends on the
main social media platforms like: Instagram (the biggest number of trends, and people following
Moreover, social media users, who are at the same time also consumers, mostly follow the
trends, and if not all of them, but the biggest trends are not missed by the majority of them, at least
everyone would have heard about the most popular of them. So, being “in trend” is highly important
for a company in social media, because from tis depends a lot, and on the trends all of the current
advertisements in SM (social media) is built. As mentioned above, trends are changing fast, and
people following those, see the change immediately, which does not leave a chance for a certain
brand to be “out of the game” if they want their ads to be effective. Moreover, with new upcoming
trends, the purchasing power is rising significantly, which means that this topic shouldn’t be
ignored. A human is a social creature, which leads to a fact that he is easily influenced by the
23
Theoretical Framework
According to Nelson (1974), cognitive viewpoints are used to investigate the objective,
informational component of advertisement, which is intended to influence the mind and elicit a
logical answer. Advertising promotes the selling of unique selling proposition, which in turn engulfs
customers in their bid to making purchasing decision, given the fact that such decisions are
Since the goal of advertising is to form positive attitude towards advertising and the brand, then a
positive behavioral response to an advert may be the best indicator of effective advertising
(Goldsmith & Lafferty, 2017). That is the reason why the basic aim of advertising is to encourage
people to buy product and create awareness (Bymolt, Claasen, & Brus, 2020).
The Engel Kollat Blackwell (EKB) Model is a natural evolution of the ideas found in the
theory of reasoned action. This theory of buyer behavior operates on a four-phase process that
influences how consumers make purchasing decisions: input, processing information, decision
24
Input is the first phase, which is simply the stage when consumers take in the most
Through the data collected in these materials, they graduate to information processing, during
which they combine that input with experience and expectations to make the best decision for their
current circumstances. Rational insight leads them to the next step, which is where they actually
make a purchasing decision based on the information they collected. The decision process also
has five phases: recognition of need, information searching, evaluating alternatives, purchasing (or
During the initial information stage of the EKB model of consumer behavior theory, input is
the most valuable. Consumers receive enough information about the product or service to easily
recall or turn to the company’s products for future needs, and again during the external influence
phase. One industry that has a good grasp of this sequence is the lifestyle industry, where brands
know exactly how to market their products to trigger a desire in the consumer, usually so they look,
smell, or feel better than they would if they used competing brands. (Ohio, 2022)
Conceptual Framework
The main purpose of this study is to determine the product advertising tools and factors on
consumers purchasing behavior of CBMA 3rd year students of Eastern Samar State University.
To analyse more about the effectiveness of advertisement tools and the factors of tthat
influences the consumer buying behaviour, a conceptual framework is built. Thus, this study’s
conceptual framework shows the interrelated relationship between product advertising tools and
Factors Affecting on
Level of Effectiveness of Consumers Purchasing
Product Advertising Behavior
25
Figure 1: Shows the Presentation of the Conceptual Framework of the Study
The influence of advertisement tools and how advertisements work is a question that most
marketers and managers try to find an answer to. The primary objective of advertisement tools is
usually to impact the consumer’s buying behaviour. Most of the time consumers buying behaviour
is influenced by liking or disliking of consumer towards the advertisement of the product, advertised
(Smith & Neijens, 2006). In the words of Gorn (1982), the consumer behaviour towards a product
is wholly depending on advertising tools used, without any consideration of the features of the
product.
Research Hypothesis
purchasing behavior.
26
CHAPTER III
METHODOLOGY
Research methodologies are essential in gathering the necessary data and information. It
aids in the collection, analysis, dissemination, and utilization of information for the purposes of
This chapter presents the description of the research design, locale of the study, research
Research Design
The researcher used descriptive-correlational research method that sought to describe and
investigate the current situation on product advertising and consumers purchasing behaviour of the
selected CBMA 3rd students in Eastern Samar State University Guiuan Campus.
27
This is a quantitative description technique that seeks to answer questions about real life
describe the situation on area of interest functional and accurately. It allowed the researcher to
carefully describe and understand the product advertising and the consumers purchasing
behaviour
The research believed that this kind of method was most appropriate for this study.
Research Locale
which was chosen by the researchers to investigate and also to inquire information about product
advertising and consumer’s behavior. This research has shown that the consumers in the area are
The respondent of the study will be gather from College of Business and Accountancy
(CBMA) department taking up the same year level (3rd year) at Eastern Samar State University
Guiuan-Campus. With reference to school records, the researchers will randomly choose 182 3 rd
year students applying the random sampling method. With this method, each undergraduate
programs of the entire population of 3rd year students will have an equal chance of being selected
as respondent.
The total population of the number of CBMA 3rd year students is one hundred eighty two
(182) with one hundred thirty two (132) total Female 3 rd year students and fifty (50) total male 3 rd
year students, with 95% confidence level the researchers only choose 182 3 rd year students taken
as sample size.
28
Research Instrument
The questionnaire is created in such a way that it will be both interesting and simple to
understand by those who will responded. Furthermore, the questionnaire was designed to collect
only relevant information and also included that were required to achieve the research objectives.
The questionnaire was used as the main data gathering instrument. The instrument to be prepared
focused on answering the statement of the problem. The questionnaire contains of 20 questions.
The questionnaire will be distributed to the respondent in Eastern Samar State University-Guiuan.
The data gathering instrument was structured as a scale ranging 5 - Strongly Agree, 4 – Agree, 3 -
Moderately Agree, 2 - Disagree, 1 – Strongly Disagree. This legend will help the researcher to
analysis the results of conducting data gathering. This questionnaire was adopted from the
different researchers about product advertising tools and factors on consumers purchasing
29
behavior. It is consisted of two parts Part I was the product advertising tools and the second part
The researcher will administer a survey questionnaire to the selected 3 rd year students of
Eastern Samar State University- Guiuan Campus as there respondent of the study.
A communication letter will be sent to the Campus Administrators office prior to the
research. Following approval, the researcher will submit the survey questionnaire to the chosen
respondents, who were given ample time to complete it. Following the response, the researcher
retrieved the questionnaire and reviewed all of the items to check that the selected respondent had
After collecting the data collection process the study collected from respondent will be
tabulated, summarize and analyze. In this stage the service of a statistical consultant was needed.
30
Measurement of Variables
The variables of the study are the following; product advertising and consumers purchasing
behavior.
Product Advertising Tools (Part I). This measured the level of effectiveness of product
4 3.40-4.19 Agree
31
3 2.60-3.39 Moderately Agree
2 1.80-2.59 Disagree
Consumers Purchasing Behavior (Part II). This measured the factors level of influence on
4 3.40-4.19 Agree
2 1.80-2.59 Disagree
Sampling Design
A simple random sample strategy will be use in this study. Simple random sampling is a
probability approach in which individuals from a population are picked at random and have an
equal chance of being included in the sample. Because the researchers want to ensure that
everyone in the population has an equal opportunity of participating in the study, they adopted a
Analysis of Data
The data obtained from the survey questionnaire was unified, organized and tabulated in
the distribution tables. Using a suitable statistical tool, the data was utilized and interpreted. In
determining the relationship between the product advertising tools and consumers purchasing
32
behavior the researchers used Pearson Correlation Coefficient being the most appropriate
statistical tool.
CHAPTER IV
This chapter contains the presentation, analysis and interpretation of data obtained in
the study. Questionnaires were given to the College of Business Administration (CBMA) 3rd year
students, a total of 182 students were chosen as respondents but only 168 students respond. After
giving the consent form indicating their willingness to participate in the study, these students
33
The profile of the respondents in terms of Age and Gender, were gathered and analysed to
have an accurate description of the respondents. The table below presents the frequency
21 – 23 139 93.9%
18 – 20 5 3.38%
Since it is optional for the respondents to indicate their age in the questionnaire 20 out of
168 respondents didn’t state their age. Most of the respondents were 21 to 23 years old, with a
frequency of 139 that comprised 93.9 percent of the respondents. 3.38 percent were 18 to
20 years old with a frequency of 5, then 2.7 percent were 24 and above years old which has the
MALE 49 29.8%
34
It could be seen from the table above that there were one hundred nineteen (119) female
respondents which comprised 70. 8 percent of the total number of population, and forty-nine (49)
male respondents that comprised 29.2 percent in total there are 168 respondents.
Radio
Radio is one of the most straight forward 3.76 Agree Acceptable
formats to utilize high-frequency messaging
especially when it comes to product
endorsement.
Radio ads bring product to life in a matter 3.8 Agree Acceptable
of minute.
The accessibility of radio enables listening occur in 4.11 Agree Acceptable
places that other media may have difficulty in
reaching.
Radio’s variety of formats allow to pinpoint 3.81 Agree Acceptable
advertising product on the station or stations that
best match customer’s interest.
With radio advertising, products are front and 3.76 Agree Acceptable
center in the listener’s attention span when your ad
is on the air.
Billboard
Billboards is effective for building brand awareness 3.78 Agree Acceptable
and broadcasting product to as many people as
possible.
Billboards is an efficient marketing strategy for getting 3.82 Agree Acceptable
the greatest number of views and long term-brand
impressions.
For better or for worse billboards are completely 3.77 Agree Acceptable
unavoidable.
Many billboards have a message that gives potential 4.1 Agree Acceptable
customers an idea of how to find their destination.
Billboards are a get way to share your brand with the 3.79 Agree Acceptable
world and reach those who need your products
the most.
Mean 3.85 Agree Acceptable
Social Media
35
The content of social media on a certain 3.8 Agree Acceptable
product is much interesting, easy and enjoyable.
The communicators of product on social media 3.77 Agree Acceptable
are more influential.
Social media allows to target and retarget 3.76 Agree Acceptable
ideal customers.
Most people will pay attention to products 3.82 Agree Acceptable
advertised on social media.
Consumers will be more receptive to your 4.11 Agree Acceptable
messages when product advertising through
social media.
Print Media
It will be more effective if print media are 3.76 Agree Acceptable
more engaging.
Looking and reading products on magazines 3.79 Agree Acceptable
or newspaper is more efficient and stimulates
more brain activity.
Print media has a higher frequency opportunity 3.82 Agree Acceptable
of viewing than online ads.
Print media is a great way to increase brand 3.98 Agree Acceptable
awareness and build trust with potential
customers.
Print media have a high recall value as they 3.77 Agree Acceptable
are often seen and read multiple times.
Television
TV ads makes the purchase of the product 3.83 Agree Acceptable
easier.
Television advertisement of a product 3.76 Agree Acceptable
Increase the sales of such product.
Table 3 reveals the level of effectiveness of Product Advertising Tools in terms of using
social media, print media, television, radio and billboard. It can be gleaned that mostly of the
respondents are agree with a mean of 3.85. Therefore, it can be noted that these product
advertising tools are acceptable when it comes to product advertisement. Each respondent
corresponds in every statement/questions conform that the use of social media, print media,
television, radio and billboard are effectively useful as a way to a product to be known and to
attract customer’s attention to purchase certain products/services. This conforms to the findings of
Opeodu and Gbadebo (2017) indicated that an advertisement on various media platforms plays a
vital role in influencing consumers choice. This clearly shows a positive outlook toward the
effectiveness of using product advertising tools and hence a good indication for marketers.
As shown in the table 3.1, it simply states that majority of respondents agree that the affectivity
of using social media in advertising products are acceptable with the grand mean of 3.85. This also
shows that the respondents agree on the following views, to wit: The content of social media on a
certain product is much interesting, easy and enjoyable 3.8. The communicators of product on social
media are more influential, 3.77. Social media allows to target and retarget ideal customers, 3.76.
Most people will pay attention to products advertised on social media 3.82. Consumers will be more
receptive to your messages when product advertising through social media, 4.11. This implies that
with the use social media consumers will more likely to purchase product if the content seen in this
platform is eye catchy. Also they agree that it will be easy for such consumer to easily bought some
products because as today’s generation some people are active on social media especially
teenagers.
Print Media
It will be more effective if print media are more engaging. 3.76 Agree Acceptable
Looking and reading products on magazines or newspaper 3.79 Agree Acceptable
is more efficient and stimulates more brain activity.
Print media has a higher frequency opportunity of viewing 3.82 Agree Acceptable
of viewing than online ads.
Print media is a great way to increase brand awareness 3.98 Agree Acceptable
and build trust with potential customers.
Print media have a high recall value as they 3.77 Agree Acceptable
are often seen and read multiple times.
Mean 3.82 Agree Acceptable
Table 3.2 shows the level of effectiveness in terms of using print media, it can be determined
that the respondents are most likely agree that print media are effective and acceptable with a mean
of 3.82. This insinuates that print media are also an effective tool to endorse or advertise a product.
37
This means that print media such as magazines, newspapers, flyers etc. still exist even though
generations today are more engaged in social media and internet. Respondents agree that a viewer
has a high chance recalling an ad in print format. Also this print media piles up, creates clutter, and
In reference to the above table respondents also agree that the effectiveness of product
advertising tools in terms of using television as one of the product advertising tools are acceptable
with a mean of 3.85. This indicate that television advertising still remains one the most effective
forms of advertising as it reaches a larger audience since most household have Television.
Table 3.4 shows the level of effectiveness in terms of using radio it clearly tells that
respondents also agree that radio is also one effective advertising tools when it comes to product
advertisement with a mean of also 3.85 and interpreted as acceptable as one of the effective tools
that can be used in terms of product advertising although most of our respondent don’t use radio at
their homes but with the result as a product advertising it’s still relevant as an advertisement
The above table depicts respondents also agree that the use of billboards as product
advertising tools are also an effective way to endorse a certain product with a mean of 3.85 and
interpreted as acceptable. This shows that the respondents agree on the following statement, to wit:
Billboards is effective for building brand awareness and broadcasting product to as many people as
possible, 3.78. Billboards is an efficient marketing strategy for getting the greatest number of views
and long term-brand impressions, 3.82. For better or for worse billboards are completely unavoidable,
3.77. Many billboards have a message that give potential customers an idea of how to find their
destination, 4.1. Billboards are a get way to share your brand with the world and reach those who
39
Factors influencing Consumers Mean Description
Interpretation
Purchasing Behavior
Table 4. Factors affecting Consumers Purchasing Behavior
Personal Factors
I buy mostly from shops/store that is closest to me. 4.06 Agree Acceptable
Once I find the product I like and also suits to 3.88
my work outfit, I buy it regularly.
I usually buy the lower price product. 3.66 Agree Acceptable
I look very carefully to find the best value for 3.66 Agree Acceptable
money.
I purchase products that I usually needed than 3.61 Agree Acceptable
what I usually wanted.
Cultural Factors
I prefer to buy the best selling products. 3.63 Agree Acceptable
I buy mostly from shop which sells current and 3.7 Agree Acceptable
fashionable or trendy goods.
I like to buy products where customers are 3.81 Agree Acceptable
treated with respect and kindness.
I usually purchase products which my family 3.79 Agree Acceptable
preferred me to buy.
I look first on how the store/products are 3.95 Agree Acceptable
well-organized before I purchase a certain product.
Psychological Factors
I should spend more time deciding on products 4.71 Strongly Agree Highly Acceptable
and brands I buy.
The more I learn the product, the harder it seems 3.85 Agree Acceptable
to choose the best.
I usually shop quickly, buying the first product or 3.89 Agree Acceptable
brand I find that seems good enough
Usually, I really care about the particular product I 3.96 Agree Acceptable
buy.
It is funny to buy something new and exciting. 3.96 Agree Acceptable
Mean 3.87 Agree Acceptable
Table 4 convey the factors affecting consumers purchasing behaviour such as personal
factors, cultural and psychological factors, it can be seen that the respondents agree that these
factors affect their purchasing behaviour when it comes to buying a certain product with an overall
mean of 3.87 and interpreted as acceptable. This is similar to the findings of Kotler and Armstrong
2008, that Cultural factors exert a broad and deep influence on consumer behavior which including
the roles of buyers’ culture, subculture and social class. Each culture contains smaller subcultures,
or groups of people with shared value systems based on common life experiences and situations.
Subcultures include nationalities, religions, racial groups, and geographic regions. A buyer’s
decisions also are influenced by personal characteristics such as the buyers’ age and life-cycle
40
stage, occupation, economic situation, lifestyle, and personality and self-concept. People change
the goods and services they buy over their lifetimes. A person’s occupation affects the goods and
services bought. Similarly, a person’s economic situation affects product choice. A person’s
buying choices are further influenced by four major psychological factors: motivation, perception
and attitudes. Motivation is the driving force within individuals that impels them to action.
Perception is the process by which people select, organize, and interpret information to form a
41
racial groups, and geographic
regions (Kotler and Armstrong
2008).
Cultural factors exert a broad and deep influence on consumer behavior which
including the roles of buyers’ culture, subculture and social class. Each culture
contains smaller subcultures, or groups of people with shared value systems based on
common life experiences and situations. Subcultures include nationalities, religions,
racial groups, and geographic regions (Kotler and Armstrong 2008).
Cultural factors exert a broad and deep influence on consumer behavior which
including the roles of buyers’ culture, subculture and social class. Each culture
contains smaller subcultures, or groups of people with shared value systems based on
common life experiences and situations. Subcultures include nationalities, religions,
racial groups, and geographic regions (Kotler and Armstrong 2008).
The above table depicts respondents also agree that personal factors such as their age,
lifestyle, personality and occupation affect their purchasing decision on certain products with a mean of
3.77 and interpreted as acceptable. This shows that the respondents agree on the following statement,
to wit: I buy mostly from shops/store that is closest to me, 4.06. Once I find the product I like and also
suits to my work outfit, I buy it regularly, 3.88. I usually buy the lower price product, 3.66. I look very
carefully to find the best value for money, 3.66. I purchase products that I usually needed than what I
Table 4.2 Factors affecting consumers purchasing behavior in terms of Cultural Factors
Factors Affecting Consumers Mean Description Interpretation
Purchasing Behavior
Cultural Factors
I prefer to buy the best selling products. 3.63 Agree Acceptable
I buy mostly from shop which sells current and 3.7 Agree Acceptable
fashionable or trendy goods.
I like to buy products where customers are treated 3.81 Agree Acceptable
with respect and kindness.
I usually purchase products which my family 3.79 Agree Acceptable
preferred me to buy.
I look first on how the store/products are 3.95 Agree Acceptable
well-organized before I purchase a certain
product.
Mean 3.78 Agree Acceptable
43
The table above indicates that cultures, subcultures and social class somehow affects purchasing
behaviour of such consumers as it states that the majority of the respondents agreed with overall mean
is 3.78 to the following statements given to them and given each statement corresponding weighted
mean and interpreted as acceptable, to wit: I prefer to buy the best selling products, 3.63. I buy mostly
from shop which sells current and fashionable or trendy goods, 3.7. I like to buy products where
customers are treated with respect and kindness, 3.81. I usually purchase products which my family
preferred me to buy, 3.79. I look first on how the store/products are well-organized before I purchase a
Table 4.3 Factors affecting consumers purchasing behaviors in terms of Psychological Factors
Factors Affecting Consumers Mean Description Interpretation
Purchasing Behavior
Psychological Factors
I should spend more time deciding on products 4.71 Strongly Agree Highly
Acceptable
and brands I buy.
The more I learn the product, the harder it seems 3.85 Agree Acceptable
to choose the best.
I usually shop quickly, buying the first product or 3.89 Agree Acceptable
brand I find that seems good enough.
Usually, I really care about the particular product 3.98 Agree Acceptable
I buy.
It is funny to buy something new and exciting. 3.96 Agree Acceptable
Mean 3.98 Agree Acceptable
Table 4.3 above tackles on the factors affecting consumers purchasing behaviour specifically on
psychological factors, it is clearly seen from the overall weighted mean that is 3.98 where respondents
agreed that consumers purchasing choice are further influenced by motivation, perception, emotions
and attitudes. As on the first statement, I should spend more time deciding on products and brands I
buy, which got a highest weighted mean of 4.71 that is strongly agree and highly acceptable. Then
followed by the following statement, to wit: The more I learn the product, the harder it seems to choose
the best, 3.85.I usually shop quickly, buying the first product or brand I find that seems good enough,
3.89. Usually, I really care about the particular product I buy, 3.98. It is funny to buy something new and
exciting, 3.96.
44
Relationship between Product Advertising Tools and Consumers Purchasing Behavior
Variable 1 Variable 2
Correlation Interpretation P-Value Interpretation
Coefficient
Product Consumers
Advertising Purchasing .060 Negligible Correlation .443 Not Significant
Tools Behavior
Table 5: Relationship between Product Advertising Tools and Consumers Purchasing Behavior
Table 5 shows the relationship between Product Advertising Tools and Consumers
Purchasing Behavior. It was established that there was no significant relationship between the two
variables which are product advertising tools and consumers purchasing behavior. The result
simply indicate that tools like billboards, television, radio, print and social media used in product
advertising has no significant impact to the personal, cultural and psychological factors affecting
consumers purchasing behavior. Thus, this product advertising tools is not necessarily needed to
attract or convince consumers to purchase certain product that has been endorsed or advertised.
As shown in the table the, it exhibited an index of correlation at .060 and p – value of .443.
Therefore, the null hypothesis is accepted, stating that there was no significant relationship
between the two variables which are product advertising tools and consumers purchasing
behavior.
45
CHAPTER V
This chapter presents the summary of findings, conclusions and recommendations drawn
Summary
This study aims to determine the relationship between product advertising and consumer
purchasing behavior.
1. What is the level of effectiveness of product advertising tools along the following:
1.3 television;
1.5 billboard?
2. What are the factors affecting consumers purchasing behavior in terms of:
3. Is there significant relationship between product advertising tools and consumers purchasing
behavior?
46
The researcher used descriptive-correlational research method that sought to describe and
investigate the current situation on product advertising and consumers purchasing behaviour of the
selected CBMA 3rd students in Eastern Samar State University Guiuan Campus.
This is a quantitative description technique that seeks to answer questions about real life
describe the situation on area of interest functional and accurately. It allowed the researcher to
carefully describe and understand the product advertising and the consumers purchasing
behaviour
The study will cover the identification of consumers wants and needs to the evaluation of
pricing and sales forecasting in the television. The respondents consumers' purchasing behavior
influences their intention to buy, knowledge of different aspects that may help sellers’ market make
a sales forecast of their products. Measuring product advertising and consumer purchasing
behavior may help a marketing executive get a better picture of both present and potential
markets. The identification of consumers wants and needs to the evaluation of consumer
Selected 3rd year CBMA students of Eastern Samar State University –Guiuan are
However, it is limited to the analysis of the profile of the respondents in terms of age, sex
and occupation.
For deeper analysis of the main problem, product advertising tools and consumers
purchasing behavior of the respondents when grouped according to their personal profile were
taken consideration.
From the above results we have observed and analysed that advertisement have its
effects, consumers are familiar with the promotional activities of electronic and print media etc. The
results are also in line with Abideen & Latif (2011) who argued that necessity advertisement,
pleasure of advertisement, give the awareness regarding consumer goods, also described that the
media have an influence on the consumer’s mind and buying behavior it’s said by Haug (2003)
who proved that, this kind of behavior have found simultaneously with different age level people,
whether they belong to the old age, middle age, teen age and even in the university age said by
the Bashir and Malik (2009). The results were also signified by Rasool (2012) who said that
ingredients and many more things due to this usually consumers has move towards economic
products. We’ve also found that the specific type of advertisement stimulate the consumer’s buying
habit so that buy the goods as soon as possible. The results are proved by Abideen, Z. U., &
Saleem, S. (2011) that on the behalf of necessity, pleasure, dominance, brand recall and
factors, cultural and psychological factors, it can be perceived that the respondents agree that
these factors affect their purchasing behaviour when it comes to buying a certain product.This is
similar to the findings of Kotler and Armstrong 2008, that Cultural factors exert a broad and deep
influence on consumer behavior which including the roles of buyers’ culture, subculture and social
class. Each culture contains smaller subcultures, or groups of people with shared value systems
based on common life experiences and situations. Subcultures include nationalities, religions,
racial groups, and geographic regions. A buyer’s decisions also are influenced by personal
characteristics such as the buyers’ age and life-cycle stage, occupation, economic situation,
lifestyle, and personality and self-concept. People change the goods and services they buy over
their lifetimes. A person’s occupation affects the goods and services bought. Similarly, a person’s
economic situation affects product choice. A person’s buying choices are further influenced by four
major psychological factors: motivation, perception and attitudes. Motivation is the driving force
48
within individuals that impels them to action. Perception is the process by which people select,
organize, and interpret information to form a meaningful picture of the world. The above table
depicts respondents are also agree that personal factors such as their age, lifestyle, personality
Behavior. It was established that there was no significant relationship between the two variables
which are product advertising tools and consumers purchasing behavior. The result simply indicate
that tools like billboards, television, radio, print and social media used in product advertising has
no significant impact to the personal, cultural and psychological factors affecting consumers
purchasing behavior. Thus, this product advertising tools is not necessarily needed to attract or
convince consumers to purchase certain product that has been endorsed or advertised. As shown
in the table the, it exhibited an index of correlationat .060 and p – value of .443 thus, the null
hypothesis enunciating that there was no significant relationship between the two variables which
49
Conclusion
All factors in level of effectiveness of advertising tools are effective and acceptable based
from the response of the respondents. On factors affecting consumers purchasing behavior, the
respondents agreed that personal factors affect their purchasing decision on certain products while
on cultural factors it somehow affects their purchasing behavior on such consumers. Lastly the
psychological factors it is clearly seen that majority of the respondents are agreed that consumers
purchasing choice are further influenced by motivation, perception, emotions and attitudes.
Purchasing Behavior, it was established that there was no significant relationship between the two
variables which are product advertising tools and consumers purchasing behavior. Therefore,
product advertising tools is not necessarily needed to attract or convince consumers to purchase
certain product that has been endorsed or advertised. There was no significant relationship
between product advertising tools and consumers purchasing behavior. Thus, the null hypothesis
is accepted
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Recommendations
Based on the results of the study, the following are the recommendations:
To business Owners the researchers recommend continuing to build trust and attract the
consumers by using effective product advertising tools. This study reveals the level of
effectiveness of Product Advertising Tools in terms of using social media, print media, television;
radio and billboard are effectively useful as a way for a product to be known and to attract
To students the researchers recommend to the students that they should explore more learning
on product advertising tools/ materials and how it affects the decision making of the consumers in
To teachers the researchers recommend to the teachers that they should asses the knowledge of
programs or conduct seminars that specifically aims to help learners become more aware of their
To the future researchers a wider scope of investigation involving product advertising tools and
consumers purchasing behaviour in the different campuses should be conducted to further validate
the study.
51
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APPENDECIS
Madam:
We, the undergraduate students of EASTERN SAMAR STATE UNIVERSITY, taking up the
degree of Bachelor of Science in Business Administration with major/specialization in Financial
Management request the member of the advisory committee that we will be allowed to administer
our instrument to gather the necessary data for our research.
Macasa, Analy, G.
Panduma, Vanessa, O.
Gutierrez, Margin, G.
Pagatpat, Michelle, A
Abadilla, Ruby Ann P.
Abrajano, Jonafe, C.
Approved:
ESSU-ACAD-904 | Version 4
Effective : June 10, 2021
APPENDIX B
ELIZABETH C. DAÑAS
Program Head
Eastern Samar State University
Guiuan Campus
Guiuan Eastern Samar
The undersigned are presently conducting a research study entitled Product Advertising
Tools and Consumers Purchasing Behavior in partial fulfillment of the requirement of the
requirements for the degree of Bachelor of Science in Business Administration.
56
Respectfully,
Macasa, Analy, G.
Panduma, Vanessa, O.
Gutierrez, Margin, G.
Pagatpat, Michelle, A
Abrajano, Jonafe, C.
Noted:
ESSU-ACAD-904 | Version 4
Effective : June 10, 2021
APPENDIX C
QUESTIONNAIRE
Dear sir/madam, we, a group of students from EASTERN SAMAR STATE UNIVERSITY GUIUAN
PURCHASING BEHAVIOR. Please help us in this survey process by filling the questionnaire given
57
A. Social Media 5 4 3 2 1
ads.
4. Print media is a great way to increase brand awareness and build trust
with potential customers.
5. Print media have a high recall value as they are often seen and read
multiple times.
C. Television 5 4 3 2 1
product.
D. RADIO
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3. The accessibility of radio enables listening occur in places that other
media may have difficulty in reaching.
4. Radio’s variety of formats allow to pinpoint advertising product on the
station or stations that best match customer’s interest.
5. With radio advertising, products are front and center in the listener’s
attention span when your ad is on the air.
E. Billboard
2. Once I find the product I like and also suits to my work outfit, I buy it
regularly.
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5. I purchase products that I usually needed than what I usually wanted.
B. Cultural Factors
2. I buy mostly from shop which sells current and fashionable or trendy
goods.
3. I like to buy products where customers are treated with respect and
kindness.
C. Psychological Factors
2. The more I learn the product, the harder it seems to choose the best.
3. I usually shop quickly, buying the first product or brand I find that
seems good enough
4. Usually, I really care about the particular product I buy.
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BIOGRAPHICAL SKETCH
Mention.
She finished her Junior High School at Salcedo National High School (SNHS) and
graduated as With honors, then she continued her Senior High School at Quinapondan National
Now, she is pursuing his college years at Eastern Samar State University-Guiuan Campus
with the course of Bachelor of Science in Business Administration Major in Financial Management.
While she was still young, he was an aspiring to be a good leader. While she was in
elementary and high school, she was fond in participating extra-curricular activities. Currently, she
She hopes that from this piece of work, the researcher, among other millennial in the field
will have an advanced perception of the nature of such generation, thereby doing something to
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Gutierrez,Margin G. 21 years old of age was born on September
finished her Junior high school at Immaculate Conception School Guiuan while at Essu-Guiuan
she was completed her finished Senior High School. Currently she is a 4th Year college students
Guiuan Campus.
62
Michelle A.Pagatpat 22 years of age,she was born on August
Elementary School and finished her Junior and Senior high school
in Guiuan National High School.Currently she is 4th year college student taking of Bachelor of
Reduction Management (DRRM) Organization in Junior high school at Giporlos National Trade
School and Graduated in Senior High at Giporlos National Trade School. Currently she is a 4th year
Management at Eastern Samar State University- Guiuan Campus, Guiuan Eastern Samar.
63
Jonafe C, Abrajano, 21 years of age was born on May
Albao. She is the second oldest among the three siblings. She
Samar State University-Guiuan Campus. Currently she is a 4th year college student taking up
64