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Group 5 Thesis Paper
Group 5 Thesis Paper
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
Brand Loyalty
of Millennial Consumers
in Our Lady of Peace School
during the COVID-19 pandemic
________________________
A Thesis Presented to
The Faculty of the Senior High School Department
Our Lady of Peace School
Antipolo City
_________________________
________________________
By
Grade 12 ABM-A
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
INTRODUCTION
This part of the research shows the explanation about the researcher’s study. It
the study, scope and limitations, definition of terms and review of related
literature.
This section introduces the problem and the background of the research. It is the
the name of the company or the specific name of the product or service they
offer, there is always branding involved. Brands help consumers differentiate one
perceptions towards your brand. Based on previous articles and reports, because
Millennials are characterized as the most brand loyal generation it has affected
how they perceive, interact, decide and purchase the different products they
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
purchase of the products and services that a certain brand offers, no matter how
high the price is nor how convenient it is. Thus, influencing the continuous
However, since the pandemic started, it has become a major contributing factor
to how consumers and businesses adjust to the new normal. The pandemic has
consume their goods, so the researchers would like to take this opportunity to
study how it has specifically affected the brand loyalty of millennials as well as
the changes it made in how they buy and consume goods. It is also appropriate
to tackle the effects of the COVID-19 pandemic to the brand loyalty of millennial
owners, this study could immensely help add additional information about how
Furthermore, aside from the effects of the pandemic to the consumers. It has
also affected the different businesses as well. Since the COVID-19 pandemic
struck the world of business and markets, majority of the businesses temporarily
shut down. As reported by Charm (2020), a survey conducted by the World Bank
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
in collaboration with the Finance Department and the National Economic and
Development Authority (NEDA) shows that out of the 10 companies that they
that they had permanently shut down. Whereas 45% were able to reopen, only
5% were operating at full capacity. Going into the “new normal” phase during this
pandemic, consumers find new ways on how they get to deal with their day-to-
day expenses. This in turn could raise the concern whether millennials would still
go to their trusted brands to sustain their needs and wants or will there be a
Our Lady of Peace School (OLPS) is a cathedral school located in Antipolo City
beside the Immaculate Conception Parish and is at the center of the city proper.
offers a wide variety of goods that consumers could consume for their wants and
needs. OLPS also has a community of faculty members and staff that belongs in
the generation of Millennials. Since, schools were mandated to cope up with the
“new normal” routine, the set-up became students studying at home while the
faculty members and staff are the ones at the school. This means that the
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
primary source of income of the school in terms of their food services are their
faculty members and their staff. Understanding their buying experiences as well
as how their brand loyalty changed during the pandemic are the conditions that
This section establishes the specific problems and the issues the research paper
seeks to address. It also presents the objectives and the different research
tend to have a brand that they favor or heavily support because of the quality and
the benefit that the brand brings them. Among all the generations, Millennials are
known to be the most brand loyal consumers. However, since the COVID-19
pandemic began. It has severely affected the business landscape of the world,
both various business owners and consumers. The objective of this study is to
find out the possible effects of the pandemic to the brand loyalty of millennial
1. Are there any effects of the COVID-19 pandemic to the brand loyalty of
a. Buying patterns
c. Their preferences
2. Did the amount of their spending towards their preferred brand changed
3. Based on the findings of the study, what plan of action in the brand loyalty
Hypotheses
This section discusses the reasons as to why the research is being conducted. It
justifies the importance of the paper. It mainly talks about the how it’s
design to help the different business owners understand the different changes
happening within the brand loyalty of their consumers. The results of the study
their profits through different fees like tuition fees, miscellaneous fees and
other fees that the student needs to pay for the education that they will
get. However, they also earn from other operations such as the canteen,
where students and staff can buy food from. This study will greatly benefit
turn can boost their sales or improve the services that they offer during
this pandemic.
beneficial to business owners, who own both small businesses and big
and approaches on how they can improve their brand as a whole during
this pandemic. If successful, this could help them retain or increase their
beneficial for them as it will serve as information about their brand loyalty
patterns that they may or may not be aware of every time they encounter
or purchase a product. This in turn could help them improve how they
Students. This research can serve as a reference data for the students
who might do studies about brand loyalty and its effects on the consumer
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
behavior. This is very beneficial for them since they could grasp a better
may use in today’s business world as well as its effects on the consumer
will serve as a reference or basis for future researches. They could also
This is the section of the research paper that specifies the parameters under
which the study will be conducted. It sets the boundaries for the research in
terms of the topic, the variables, locale, settings, and participants. It also provides
the millennial consumers is the process used to collect data for this research.
10
as per the results of the Slovin’s formula. These individuals must belong in the
millennials category and are part of the Our Lady of Peace School community.
(2021), there are individuals who call themselves “Zillennials”. They are the ones
wedged at the tail end of Millennials and at the start of Gen Z, this group of
people are roughly born between 1994 and the year 2000 (21–27 years old in
2021). Likewise, the same situation can also be seen between the generation of
Millennials and the Generation X. They are coined as “Xennials”, they are born
sometime between 1977 and 1985 (36-44 years old in 2021). Just like Zillennials,
they also have the characteristics of the Millennials’ population (Erts, 2020).
Hence, with that information into account, the researchers decided to widen the
age range of the millennials used in this study. Correspondingly, the respondent’s
Millennials have the largest demographics and not only that, they also
have the largest workforce and consumer group. In fact, a survey from the
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businesses always want to build a brand loyal relationship with them, especially
when they are considered the most brand loyal amongst other generations as
well as having the most buying power. But because of the pandemic, a lot of
this research in Our Lady of Peace school would be much easier and practical for
the researchers since the majority of the workforce of the OLPS are millennials.
The results of this study might only be true to the time and place, when and
where, the study was conducted. It may not be true to other research locale and
other respondents.
This section of the research clarifies different terminologies often used in the
paper. Here are the terms conceptually or operationally explained for the better
Definition of Terms
Brand. Brand is the name of a company or a certain product or service that they
offer. This sometimes becomes the basis of the consumers in buying what they
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
12
Buying Pattern. Buying pattern refers to the typical way in which consumers buy
etc, of the consumers. This means that buying patterns indicate how consumers
(Juneja, n.d).
Consumers. Consumers are the ones that utilizes the products or services they
buy or avail. Thus, consumers are often also considered as customers. (Leonard,
2019)
(WHO) declared COVID-19 to be a pandemic when it became clear that the virus
was severe and it was spreading quickly over a wide area. (Robinson, 2020)
Millennials. Millennials are individuals who are born in the Millennial Generation,
Generation Z. Their age ranges between 22-41 years old and they are known to
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
13
continents. It affects more people and takes more lives than an epidemic.
have in a good or service to make it preferable to them. This could be the level of
happiness, degree of satisfaction, utility from the product, etc. Preferences are
one of the main factors that influence consumer demand. Economists study
preferences to perceive the demand for each commodity and the future
Through the perceptual process, we gain information about the properties and
(Kendra, 2020).
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
14
n.d.)
Spending. The total money spent on final goods and services by individuals and
researches about brand loyalty and consumer behavior. These literatures present
millennials.
brand equity that play a contributing factor to consumer brand loyalty and namely
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
15
they are the following: Brand awareness, perceived value, brand uniqueness,
respondents which was college students in the United States who fall under the
which plays a vital role in engaging consumer’s emotion to the brand. In addition
reputation significantly affects their trust towards the brand (Kim & Chao, 2019, p.
13). Another study conducted by Van der Westhuizen (2018, p. 173) supported
Kim and Chao’s study. The results of the study concluded that brand experience
should make enhancing brand experience a priority to obtain brand loyalty. If this
is done successfully, then it is the most likely that consumers can develop a
positive connection between the them and the brand of your business. Various
experiences, and other related experiences also has a positive impact on brand
the researchers studied the factors influencing brand loyalty of betagro products
16
decision. However, it did not impact brand loyalty. Next, the findings revealed that
Saksamrit (2019).
that providing incentives to attract new customers and retain old ones and the
usability of mobile apps to enhance user satisfaction can positively impact brand
loyalty. They gathered data from millennial undergraduates and as a result it was
revealed that brand loyalty is higher when applications are being used once a
proved that apps and advertisements would attract customers and would cause a
17
Based from the written article of Smith (2015), he stated that millennials
are the most loyal generation to its favorite brands. With over half (50.5 percent)
of the respondents are extremely loyal to their favorite brands. Smith mentioned
in the written article that social proof is one thing where humans normally look
towards to those around them to make a decision. According to the article written
by Smith (2015), it illustrates that 43.5 percent of millennials said they use social
media to spread information about the product or service. That means that
people within any given network have more access to what their friends, families,
In the written article by Smith (2015), Elite Daily illustrated that 1 percent
of millennials said they are influenced in any way of advertising. This means that
what the brand has to say about itself and the product has little to no importance
at all. However, what does work is delivering authentic and quality experience
every time the customer has an interaction with a brand (Smith, 2015). Here
goes to illustrate that there is a lack of research on how does brand loyalty
18
consumer.
(2018), they analyzed the brand loyalty of millennials in the fashion industry.
Their study illustrates that there is a connection between brand identity and
brand image. There is also a positive relationship between brand image and
brand loyalty. Furthermore, comparing the brand image of two companies (H&M
and Ralph Lauren) to the respondents’ brand loyalty towards the fast fashion and
luxury showed a tie-in of equivalent loyalty towards the two industries. However,
in the same study conducted by Hassanzadeh and Namdar (2018) illustrates that
the respondents were loyal towards the luxury fashion industry were revealed to
Hassanzadeh and Namdar provides evidence that millennials can be loyal, but
During the start of the year 2020, a lot of businesses were overwhelmed
with the different distressing situations the COVID-19 pandemic brought upon the
business landscape. A lot of businesses were forced to adapt to the ‘new normal’
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
19
setting. According the study conducted by Shaari (2020), his study examined the
concluded that consumers still like, chose and use their preferred brands. They
perceived that their currently preferred brand still meets their expectation and
need even during the pandemic. This is supported by the survey results which
show that almost 75% of the respondents would prefer and stay loyal to their
current brand even in the middle of the COVID-19 pandemic. When it comes to
perceived brand scarcity, based on the survey that he distributed, Shaari found
out that almost half of the participants had a difficult time obtaining products from
their preferred brands but despite that, his study showed that consumers are still
loyal to their preferred brands and they weren’t ready to switch to other brands
20
Conceptual Framework
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the input component, this will be the basis of the questions for the survey and the
focus of the study. The process focuses on the process in acquiring the needed
information for the study. Under this is the steps involving the formulation,
use or based upon to target the brand loyalty of millennial consumers during this
pandemic. The researchers distributed the survey based on the attributes of the
target population when it comes to their brand loyalty during the pandemic.
Theoretical Framework
user, the choice maker, and/or the purchasing agent. In their theory of brand
loyalty, they have identified three distinct dimensions, namely: the emotive
tendency refers to the affective like-dislike, fear, and respect to the brand which
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
22
market place. Sheth and Park believes that emotive tendences are learned by
the consumer either from prior experiences with the brand or from non-
positively biased evaluation of the brand on a set of criteria which are relevant to
define the brand’s utility to the consumer. They can also be learned either from
responses toward the brand with respect to its procurement, purchase and
consumption activities. It represents the time and motion study of the consumers
as they behave towards the brand in a positively biased way. This tendency is
primarily learned from experiences of buying and consuming the brand or from
multidimensional brand loyalty”, they theorized that all three dimensions are
present in every situation where brand loyalty prevails. It can be as simple as any
one of the above dimensions or as complex as all the three dimensions. They
hypothesized that a total of seven different types of brand loyalty can be based
23
1. Behavioral brand loyalty. This type of brand loyalty only has the behav-
and evaluations.
the brand has some distinct features such as color, size, design or has a
type of brand loyalty consisting of all the three dimensions. This is perhaps
the most common type of brand loyalty often suggested in consumer psy-
24
tive buying or consuming experiences. It will likely may also arise from the
informational sources.
typically beyond the reach of the consumer, although they may strongly
Sheth and Park’s theory is important for this study as it gives the
combinations about the different dimensions of brand loyalty. They suggest that
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
25
brand loyalty is multi-dimensional and it does not only lead to one concrete
outcome. This is important as it helps the study analyze the change in the
consumers’ brand loyalty. Another theory by Lyong Ha (1998) entitled “The theory
of reasoned action applied to brand loyalty” suggests that the theory of reasoned
action can be also applied to brand loyalty. His theory is similar to Sheth and
Park’s theory as both their theories concludes that brand loyalty is not only
Lyong Ha’s theory have the following elements: Attitudes toward the behavior,
purchase behavior and subjective norms. Those three are related to situational
26
Attitudes toward the behavior and subjective norms are about the cognitive
aspects of brand loyalty. They focus more on what the consumers are thinking,
reasoning, feeling and the like of the consumers toward the brand. Meanwhile
the purchase behavior is about the behavioral aspect of brand loyalty. This
focuses more on how frequent or how not frequent the consumers consume or
buy from that brand. It does ignore the cognitive processes of brand loyalty.
Situational factors are the extraneous events that may introduce inconsistency to
competitors and the like. In addition to that the COVID-19 pandemic can also be
The application of the theory of reasoned in Lyong Ha’s paper provides a more
dependable and accurate estimate of the brand loyalty of consumers and how it
may change due to various situations and instances. This can help with the
researcher’s study in terms of analyzing how the pandemic changes the brand
27
METHODOLOGY
This presents the methods used in conducting the study. This part
discusses the following: the research design, it is the overall strategy used in
conducting the research. The locale of the study, it discusses about where the
study was taken place. The participants of the study, which shows who are the
participants of the study. The research instruments, the tools used to gather the
data needed for this research. The data gathering procedure, which explains how
the data was gathered and the data analysis, which shows the interpretation of
Research Design
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
28
situation or phenomenon. It answers the what, where, when and how questions
that allows us to collect and describe the demographic segment’s nature. The
data collected from this type of research can also be the basis for further
research just like other researches. The researchers used survey questionnaires
as the method to gather the information about the current state of the brand
loyalty of millennials during the COViD-19 pandemic. The researchers chose this
research design as it is applicable to the study. This is because the study aims to
know what changed in the state of the brand loyalty of millennials in Our Lady of
Peace School during the pandemic, therefore, the appropriate instrument the
City. It is located at P. Oliveros St., San Jose, Antipolo. The researchers chose to
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
29
conduct the study at this locale for the reason that the researchers want to know
the brand loyalty of millennial consumers of Our Lady of Peace School during the
COVID-19 pandemic.
The participants in this study are the millennial employees of Our lady of
Peace School in Antipolo City, whose age ranges from 22 to 41 years old. The
gathered in the review of related literature section of the study. The researchers
used the Slovin’s formula to calculate for the appropriate sample size from the
total population of millennials. The results yielded from the formula are 84
respondents to represent the total population. The sampling technique that the
has the equal chance of being selected. The wheel of chance is the generator
Research Instrument
30
is a 15-item survey that will be given to the chosen millennial employees of Our
the approval of the letter, the researchers formulated the questions for the
reasoning of the participants. After the formulation of the questions, the survey
was then sent to the different validators for validation. Once validated, the
means of google forms. After that, the data and information collected from the
Data Analysis
quantitative research, which describes what the data looks like and would
generate conclusion from the data collected. (“Analysis”, 2019). The data
Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
31
gathered from the survey will be analyzed using the following statistical tools:
profile of the participants in terms of their age and their work position. It will also
Mode and Qualitative Description of the results. The mode will be used to tell the
value that is the repeated most often. While, the Qualitative description of the
results were used to present and explain the results of the survey.
Mean and Standard Deviation. The mean will be utilized to find the average
answers of the participants. This will be used to identify where in the range, the
average answers of the participants fall into. The standard deviation will be used
32
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Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
33
Dimock, M. (2019, January 17). Defining generations: Where millennials end and
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Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
34
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Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
35
Shaari, H. (2020). Assessing brand health during the covid-19 pandemic: FMCGs
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Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
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Khammuang, J., Saksamrit, N., & Sripongpun, K. (2019, March 6). Factors of
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Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
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Van der Westhuizen, L.-M. (2018). Brand loyalty: Exploring self-brand connection
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