iii

ACKNOWLEDGEMENT

We would like to thank the following persons that have become a big part and made this research
possible:
First of all, we are grateful to the Almighty God for giving us the strength and knowledge
to finish this research.
We would like to express our deepest appreciation to our research adviser, Professor
Angelita E. Nocon who patiently gave us advices, for guiding, imparting her knowledge and
expertise, and helping us in order to make the research a well done achievement.
To all our blockmates and friends, who are also busy doing their own research study but
never forgets to cheer us up and gives us support that motivates us to continue and finish this
research presentable.
To our family, we would like to express our gratitude for understanding, patience and
undying belief in us. Also, for financial support and for the encouragement which helped us in
the completion of this research.
We are highly indebted to Polytechnic University of Philippines Santa Rosa Campus for
their guidance and constant supervision as well as helping every student to be able become a
responsible in the future.
And lastly, to all the respondents for all their honest and cooperative response to all the
questions solicited in this research study.

iv

DEDICATION

We would like to dedicate this research study to the Almighty God, to our beloved
families and friends who have been the best cheerleaders, to Polytechnic University of the
Philippines Santa Rosa Campus, to our blockmates, instructors and to our professor for this
subject, Professor Angelita E. Nocon.
We would also like to dedicate this research study to our fellow Marketing Management
students; we knew that this research will serve as information to help them in the near future.

Table of Contents

Approval Sheeti
Abstract...ii
Acknowledgement..iii
Dedication...iv
Table of Contents1
CHAPTER I The Problem and its Background
Introduction
Background of the Study
Theoretical Framework..
Conceptual Framework..
Statement of the Problem...
Hypothesis.
Significance of the Study..
Scope and Limitation.
Definition of Terms
CHAPTER II Review of Related Literature and Study
Foreign Literature..
Foreign Study
Local Literature..
Local Study
Synthesis of Related Literature and Study.
CHAPTER III Methodology of Research ..
Research Method.

Population and Sample Size.

Description of the Respondents
Instrumentation.
Data Gathering Procedure
Statistical Treatmentof Data
CHAPTER IV Presentation, Analysis and Interpretation of Data
CHAPTER V Summary, Conclusion and Recommendation
Summary..
Conclusion....
Recommendation..
Bibliography.
Appendix A
(Letter of Request)
(Sample Size)
(Individual Data of Respondents)
(Chi-square Data).
(Curriculum Vitae)...