Utilization of Different Testimonial Propaganda Techniques

in Determining the Consumer Behavior of Selected Grade

11 ABM Students in Manila Tytana Colleges

Group 2
INTRODUCTION
Statement of the Problem

The main problem of the study is to determine the effectivity of utilizing different testimonial
propaganda techniques on the consumer behavior among selected grade 12 ABM students of
Manila Tytana Colleges.

Specifically, the study will answer the following questions:

1. What is the socio-demographic profile of the respondents in terms of:

a) Year and Section;
b) Gender; and
c) Age?
Statement of the Problem
2. What is the significance of the different factors that may affect the respondents’ consumer
behavior such as:
a) Attractiveness;
b) Credibility; and
c) Meaning transfer of the model to the brand?

3. What are the effects to the respondents’ consumer behavior when different testimonial
propaganda techniques are applied such as:
a) Source Attractiveness Model;
b) Product Match- up Hypothesis; and
c) Meaning Transfer Model?
Statement of the Problem
4. What are the qualities of the respondents’ consumer behavior in terms of test results?

5. What is the significance of different testimonial propaganda techniques to the respondents’

consumer behavior?
Hypotheses
H1: There is a significant relationship on the utilization of source attractiveness model in
determining the consumer behavior of selected grade 12 ABM students in Manila Tytana Colleges.

H1: There is a significant relationship on the utilization of product match- up hypothesis in

determining the consumer behavior of selected grade 12 ABM students in Manila Tytana Colleges.

H1: There is a significant relationship on the utilization of meaning transfer model in determining
the consumer behavior of selected grade 12 ABM students in Manila Tytana Colleges.
Chapter 3: Methodology

Research Design – Experimental Method

Respondents of the Study – one hundred (100) Grade 12 ABM students in Manila Tytana Colleges

Sampling Technique – Stratified Random Sampling

Date Collection Instruments – Survey Questionnaire

QUESTIONS?