BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 1

CHAPTER 1

THE PROBLEM AND ITS SETTINGS

Introduction

This research focuses on the influence of sports celebrity in endorsing rubber shoes.

Prominent sports celebrities are attractive endorsers for a business looking to increase brand

awareness and boost sales. Being elite athletes makes them credible voices to pitch products

designed to improve athletic performances, and their celebrity status means some fans will

look to emulate them by buying what they endorse. Famous people or Sports Celebrity use

by the companies in order to create a strong connection to their target market. Growing

companies may find that a sports celebrity endorsement can be instrumental in raising their

profile. The main positive factor of such sports celebrity is a good promotion. That reliable

support and successful results of the sports celebrity will help to get to know about the

product and the company. In 2015, LeBron James signed a lifetime endorsement deal with

Nike, likely to pay him over $1 billion by the time he's 64. The unprecedented

dealshows Lebron has become much more than just a basketball player. The boy from Akron

has become an economic miracle. (www.forbes.com).

Companies use sports celebrity to reach target consumers to achieve brand objectives.

Brand objectives are the goals of a brand, establishing their own identity, recognizing their

brand name, logo, packaging, brand colors of their products. Creating a brand image for a

company by using sports celebrity endorser is a perfect way to promote your product.
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Marketers should be smart in choosing the right sports celebrity to promote their product. It

is very important that marketers consider carefully who they want to choose to promote and

represent their selected product. It is also important to choose a sports celebrity endorser that

can lift up a product to other competitors (Kiiskinen, 2017). Sports celebrity can create a

relationship to the consumers and giving them awareness to the brand using their star power

to promote and letting them intent to buy their brand. Effectiveness of sports celebrity

endorser to communicate to the audience is a good strategy to know what are the needs and

wants of their target market, so that they can improve their brands according to the

perspective of their target market in terms of buying a product

The 21st century has seen the rapid growth in popularity of relationship marketing

techniques, focusing the minds of brand managers not only on customer acquisition, but

more important on customer engagement and retention (Bee, 2006). With such huge

investments from sports celebrity endorser, it’s important that marketers should create

marketing strategic by promoting a product or business to their target market.

Marketing strategy is a business’s overall game plan for reaching people and turning

them into customer of the product or service that the business provides. Many Businesses

develop their marketing strategies, by sponsoring popular sports such as basketball, soccer,

baseball, etc. Before you can build a marketing strategy, you must use the marketing mix.

Marketing ix consist of 4p’s which is Product, Price, Place, and Promotion. Marketing mix

refers to the set of actions or tactics that a company uses to promote its brand or product in the
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market. An effective marketing strategy combines the 4 Ps of the marketing mix (Fullerton,

2010).

The first of the four Ps of marketing is product. A product is either tangible goods or

intangible service that is seem to meet a specific customer need or demand. You must ensure to

have the right type of product that is in demand for your market. A product has a certain life

cycle that includes the growth phase, the maturity phase, and the sales decline phase. To be

successful, marketer should understand the life cycle of a product, and business executives

should have plan for dealing with the products at every stage of their life cycle.

Once a concrete understanding of the product offering is established we can start making

some pricing decisions. Price determination will impact profit margins, supply, demand, and

marketing strategy. It is the cost consumers pay for a product. Marketers must link the price to

the product’s real and perceived value, but they also must consider the supply costs, seasonal

discounts, and competitor’s prices. Adjusting the price of the product has big impact on the

entire marketing strategy as well as greatly affecting the sales and demand of the product. Price

is also the very important component of marketing strategy as it determines the firm’s profit and

survival. Pricing always help the shape the perception of the product in consumers eyes.

Place is where the decisions outline where a company sells a product and how it delivers

the product to the market. It is very important part of marketing mix. Product must be

positioned and distributed to the place that is accessible to the potential buyers or consumers.

Distribution is a key element of placement. The place may include the location of your business,

distributors, shop front, possible use of internet, and logistics.

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The marketing communication strategies and techniques all fall under the promotion.

Promotion includes advertising, sales promotion, special offers and public relations. This tie

into other three Ps of the marketing mix as promoting the product shows consumers why they

need it and should pay a certain price for it. Advertising typically covers communications

methods that are paid for like televisions, radio commercials, print media, and internet. Word of

mouth is also a type of product promotion. Word of mouth is an informal communication about

the benefits of the product by satisfied customers and ordinary individuals. The sales staff plays

a very important role in public relations and word of mouth. When promoting the product, the

marketing professional should carefully construct the message in a useful manner that reaches

the target audience. Through promotion, the company aims to attract the customer’s attention

and give them enough information about the product to foster enough interest to motivate them

to purchase.

Athlete’s has been used in advertising and marketing products from different forms of

media and it has been a trend worldwide. Marketers use the popularity of sports as an

opportunity and come up with their marketing campaigns and advertisements. Today, the use of

athlete endorsement is more in style and trend than before. The primary reason for this is the

effortlessness of endorsers due to the numerous ways which they can endorse their product, e.g

Twitter, Facebook, Instagram, and other types of social media that they can use for endorsing

their products (Kiiskinen, 2017).

The Bulacan State University started as an intermediate school in 1904. It was established

during the early years Of the American occupation by virtue of Act 74 of the Philippine
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Commission in 1901, which created the then Department of Public Instruction with the mandate

to establish schools in every pueblo of the country and reorganize those already existing.

Instructions in the intermediate schools established during that time were supplemented with

trade or industrial instruction (Bulacan State University).

The University President is Dr. Cecilia S. Navasero-Gascon is no stranger to being a

pioneer of change her previous feat of transforming a small college into a state University in

Region IVA is only overshadowed by her current tenure in revitalizing and strategic running

of Bulacan State University. She obtained her Ph.D. in Forestry and Service culture from the

University of the Philippines Diliman.

She also has a Doctor of Business Administration degree from the American Heritage

University of San Bernardino California, and a Ph. D. in Educational Leadership

(HonorisCausa) from Akamai University in Hilo Hawaii. With her expertise and experience,

she has skillfully managed the five (5) campuses, thirteen (13) colleges, 1,100 faculty, 800

non-academic personnel, and almost 50,000 students of the Institution. Her effective and

prudent income management of the University's finances paved the way for substantial

infrastructure projects since 2016, and through persistent lobbying at Congress, resulted in a

steady increase in the University budget. Dr. Gascon's skills and strategies in running the

administration also transformed this century-old premier state university into an outcomes-

based and results-driven Institution. Among her major operations include: the revision of the

Institution's Vision-Mission statement, subjecting the University to ISO Certification

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(ISO 9001:2015),submission of the different programs to Accrediting Agency of Chartered

Colleges and Universities in the Philippines, Inc. (AACCUP) for program and institutional

levelling, the establishment of the online enrolment process, the revision of the BulSU

Student Manual, free medical examinations for the BulSU community, and producing

numerous faculty scholars and intensive research efforts. Clearly, she is showing no signs of

slowing down in her quest to further develop BulSU into a University with a 21st century

learning environment (Bulacan State University).

Aside from being an administrator, Dr. Gascon is also a researcher, extension worker,

trainer and an advocate of environmental conservation and governance. At present, she is a

full-fledged University Professor by virtue of NBC 461 regular evaluation. She is also the

President of the SEARCA Fellows Association of the Philippines. Her numerous accolades

include being granted the UPLB Outstanding Alumna Award thrice (2017, 2015, and 2000),

the Quezon Medalya ng Kararangalan para sa Edukasyon in 2014, and the Exemplary

Leadership Award in 2012 from the International Distance Education Accreditation League

just to name a few. She has also published three (3) books, five (5) studies, and presented

papers in the national and international scene.

The University has five campuses located in the province of Bulacan. Its seven-hectare

main campus is located in the City of Malolos, the capital of Bulacan. The external campuses

are: Bustos Campus in the town of Bustos, Sarmiento Campus in the City of San Jose Del

Monte, the Meneses Campus in the town of Bulakan and Hagonoy Campus in Hagonoy
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Here in San Jose Delmonte Bulacan, there are 1 campus which is located at Brgy.

Kaypian City of San Jose Del Monte Bulacan. "Great things start from small beginnings." In

1998, Cong. Angelito M. Sarmiento donated a 2-hectare lot in Kaypian, San Jose del Monte,

Bulacan to the Bulacan State University that shall serve as an extension campus of the

University. In June of the same year, BSU-SJDM opened its extension classes at the Sarmiento

Garments bldg. In Poblacion. Through the act of generosity, BSU-SJDM was named after the

Sarmientos, BSU-Sarmiento Campus. This endeavor, further enhanced a vision in the making,

an institution that would offer quality education geared towards the vision of the University

All college students and all courses are taking physical education, mostly 1st year to 2nd

year college. There are many choices of sports to take their P.E. so that they need to wear

comfortable P.E uniform and rubber shoes that fix to them to feel more comfortable when they

are in the field (Bulacan State University).

Theoretical Framework

According to Blackwell (2001) a road map of consumer minds that marketers and

managers can use to help guide product choices, communication, like advertising, and sales

strategies. The model consists of seven major stages that consumers go through when making

decisions: need recognition, information search, pre-purchase evaluation, purchase,

consumption, post-consumption evaluation, and divestment. By understanding these stages in

the consumer decision-making, marketers, advertisers, and retailers can discover why

consumers are or are not purchasing certain products and what to do to get them to actually

purchase them.
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Once the need recognition occurs, consumers begin searching for the information and

solutions to satisfy their unmet needs. There are two types where the consumer can go through

when deciding on which the product to purchase. Internal consisting of retrieving knowledge

from memory. External consisting of collecting information from the other people or

marketplace. These searches are either marketer-dominated or non-marketer-dominated.

Marketer-dominated refers to anything that the company does for purpose of information such

as advertising, salesperson, infomercial, and social-media. The non-marketer-dominated are the

information coming from the sources that are not control by the marketers such as family,

friends, and the media.

Next stage is the consumer decision-making process is evaluating alternative options for

the consumers during the search process. Consumers will use either new or re-existing

evaluations stored in the memory to select the product, brand, services, and store that will lead

to their satisfaction with a purchase and consumption of a certain product. Different consumers

employ different criteria, standard, and specification to choose the product and brand. The way

consumers evaluate their choices can be influenced by both individual and environmental

criteria.

After the evaluation the consumer will either buy the product or start the process again if

the product did not satisfy their need. Since there can be many options for the consumer to

evaluate the product. Consumer may start thinking buying one product or buying a different

product. At this point the store must have all the necessary needs of the customer to provide

them.
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Next will be the consumption of the product, the point which the consumer uses the

product that they buy. This is how the consumers actually use the product that will affect if they

are satisfied with their decision, or using it in a wrong way that may cause them dissatisfied

with their decision or they will not become a repeat buyer. It is important to satisfy the

consumer so that they will become a regular customer and maybe they will be a brand loyal. But

if you fail to satisfy a consumer will cause a problem. This will lead to the next stage which is

the post-consumption evaluation.

Post-consumption evaluation occurs when the consumer experience the sense of either

satisfaction or dissatisfaction with the product. Satisfaction is when the product hit the

consumer expectation for it. When the product did not reach of what the consumer was

expecting, this will lead to dissatisfaction. This outcome is very important because consumers

will store on their mind the experience and evaluation they get and refer back to them in the

future decisions.

The last stage is divestments. This is how the consumer disposes the product after they

consume it. Consumers have many options including direct disposal, recycling or remarketing it.

Figure 1, Consumer Decision Process Model.

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Another model is the Theory of Reasoned Actions (Fishbein, 1979) this model first

looked at how to predict the behavior of customer. Realizing that there are certain event that are

uncontrollable. It acknowledges that there are external influencer like family and friends which

can affect the actual buying behavior. If someone consumer trusts has an opinion about

something the consumer is trying to buy, their influence may either inhibit or help the consumer

to decide purchasing. This theory is measuring the act of buying of the consumer for a product.

Consumer researchers applied the Theory of Reasoned Actions to a wide variety of

behavior including the consumption of automobile, banking services, computer software and

many others. There are several obstacles when using this theory to predict the behavior. These

include the following: (1) while researchers may be able to predict a behavior and whether it

occurs or not, they cannot predict the outcomes of the behavior. (2) There are times the outcome

is uncontrollable. (3) Some behaviors are unintentional, like impulsive buying behavior. (4) It is

hard to predict when the behavior is going to happen. These are some obstacle you may

encounter using this theory.

Factors determining a person’s behavior as summarized by Fishbein (1979) are shown in

the diagram below. It shows how behavior can be explained in terms of a limited number of

concepts. Through a series of intervening constructs it traces the causes of behavior back to the

person’s beliefs. Each successive step in this diagram, from behavior to beliefs, provides a more

comprehensive account of the factors underlying the behavior; each step represents a different

level of explanation for a person’s behavior.

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The person’s beliefs

that the behavior Attitude toward
leads to certain
the behavior
outcomes and their
evaluations of these
outcomes
Relative
importance of
attitude and Intention Behavior
normative
The person’s beliefs consideration
that the specific
individuals or
groups think they
should or should not
perform the Subjective Norm
behavior and their
motivation to
comply with the
specific references

Note: Arrows indicate the direction of influence

Figure 2, Theory of Reasoned Action (Fishbein,1979).

The hierarchy of effects theory is a model of how advertising influences a consumer's

decision to purchase or not purchase a product or service. The hierarchy represents the

progression of learning and decision-making a consumer experiences as a result of advertising.

The hierarchy of effects theory is a model of how advertising influences a consumer’s

decision to purchase or not purchase a product. A hierarchy of effects model is used to

communicate advertising message for a particular product. The objective of a hierarchy of

effects model are awareness, liking, preference, conviction, and purchase.

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Source: Google.com.ph

Figure 3, Hierarchy of Effects Model

The awareness and knowledge (or cognitive) stages are when consumer is informed

about the product; how they will recognize the product they have been given. For Sponsors, it is

important to have a brand information that is useful and easily understood that involves the

prospective of the consumers to learn and make a connection with a product.

The liking and preference (or affective) stages are when consumer form feelings and

convince your consumer to liking your product. In doing this, promoting your product in a form

of sponsoring in sports could build an attraction to consumer forcing them to try and buy your

promoting product.
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The conviction and purchase stage focuses on actions. Sports celebrity tries to convince

customers to try and buy their product by promoting it using players. It’s hard to convince

customers to try and buy your product but when they attract to the players sponsoring a brand

they can turn it form not interested to interested.

The AIDA (Awareness, Interest, Desire, and Action) model was originally designed to

show a consumer moves from one stage to the next on the consumption of marketing

communications effect consumer behavior. Pickton and Broderick (2005) stated this model

formed the basis for many of the similar hierarchy of effects models that followed because of

the straightforward sequence of states that form the model.

SOURCE: google.com.ph

Figure 4 AIDA MODEL

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Fullerton (2010) stated that marketers must now consider how their message fits into the

AIDA model in order to have an effective promotional strategy. AIDA model can still be used

as a promotional strategy to show how useful in helping to plan a communication strategy to the

consumers.

The first element in AIDA model is Awareness creating brand awareness or affiliation

with your product or service. How do you make your target markets aware from your product or

services by promoting a brand using sports could build brand awareness to the consumers

giving them an opportunity to know your product or services. The next stage will be Interest

generating interest in the benefits of your product or service, and encourage buyers to have an

interest on your product or services. How will you gain interest on your target market using

sports by giving a player a sponsor they will get an interest on your product or services. Next is

Desire an emotional connection that showing your brand personality. Move the consumer from

liking it to wanting it. How do you interact personally to make an emotional connection, a

desire that give them an eager to buy your product or services? Lastly, the Action consumer will

get the final decision choosing a product or services they can use like choosing the brand that

sponsored by their favorite sports or players.

Promotional Strategy is a strategy of marketers where they promote a product or brands

that they offer to the consumers. Marketers use sports as their promotional strategy because

most of their target markets use to watch their favorite sports. It is also worth to make an

investment to popular league sports and players, the popularity of the sports or players can make

them in a win-win situation where they can gain huge profits and help players to play well.
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Conceptual Framework

This model tells what may be the possible output of the study where the conceptual

framework functional looks at as Input-Process-Output. In the IPO model, it deals with the

chain boxes that are combined logically. It is a graphical representation of all the factors that

make up the process. It gives clarifications to the conflicts individual idea to determine how

the athlete endorsement gives an impact to the consumers. It serves as the guide of the

researcher and it is summarized briefly.

INPUT PROCESS OUTPUT

Marketing Strategy Evaluation and Proposed
of Rubber shoes Assessment of the operational
Endorsement P.E. students of strategies/ Action
BulSU– SC plan to enhance the
-Demographic Profile Marketing Strategy
of the respondents - Questionnaires
of the Rubber Shoes
-Product - Interviews
in terms of Sports
-Price - Analysis and data
Celebrity
-Place gathered
Endorsement
-Promotion

FEEDBACK

Figure 5, IPO

The Input-Process-Output(IPO) figure above shows the process that the researcher need to

complete and aim to achieve the projected outcome of this study. The Research input on the
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study are the Marketing Mix or 4P’s (Product, Price, Place, Promotion) and the demographic

profile of the respondents. Marketing in the shoe industry can be tough, especially if you're a

small business selling a brand new line of shoes. Customers have a tendency to stick with

their favorite brands and getting them to try something new isn't always an easy task. But

many of the larger shoe companies use marketing techniques that a small business can learn

from and easily duplicate. In order to obtain the relevant findings and conclusion, the

questionnaires and data gathered are inputs undertook a process that includes data analysis.

Based on the process the research output is to know the result of how effectively are the

sports celebrity endorser in influencing P.E. students in buying decision.

Statement of the Problem

The key purpose of this study was to conclude and asses the Influence of Sports

Celebrity Endorser of Rubber Shoes in Buying Behavior of P.E Students of BulSU-SC.

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

1.1 Age

1.2 Sex

1.3 Family Income

2. What are the factors being considered by the P.E students in BulSU-SC in buying

rubber shoes?

3. Is there a relationship between the usages of sports icon in rubber shoes with the

buying decision of P.E students of BulSU-SC?

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4. What is the perspective of P.E students of BulSU-SC on the rubber shoes promote by

sports celebrity?

5. What is the recommendation of research on the result of study in term of marketing

strategy?

Scope and Delimitation of the Study

The research is entitled “Influence of Sports Celebrity Endorser of Rubber Shoes in

Buying Behavior of P.E Students of BulSU-SC.” The scope of this study would be the influence

of sports celebrity on P.E. student in Bulsu-SC. The importance of this study lies in expanding

the understanding of the effectiveness of athlete endorsement among the consumer in Physical

Education students of Bulacan State University Sarmiento Campus. This study is focused on the

effects of buying decision of rubber shoes on the impact of marketing strategy on Physical

Education students of Bulacan State University particularly in Sarmiento Campus. This study

will mainly identify and assess the Influence of Sports Celebrity Endorser of Rubber Shoes in

Buying Behavior of P.E Students of BulSU-SC. Also, this study identify on how the researcher

develop and improve wide understanding on the study. The Scope of the study involves the time

and the number of respondents needed for the study to be completed. The time involves on how

the researcher conduct the study from the beginning to the final outcome of the study. The

number of respondents needed to this study will be 200 respondents.

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Significance of the Study

This research is took consideration to the following significances:

Rubber Shoes Companies –this study will help them to know what the consumer behavior

when they saw an athlete endorser. For them to became more effective in advertising the

product.

Consumers –this study will help the consumer to be aware and familiarize with the athletic

endorsement.

Marketers –this study will help them to know the right combinations between the endorser and

the product.

Researcher –this study will help the researcher gain and discover new knowledge about the

promotional appeal of sports endorsers.

Future researchers –this study will help them as a guide to them to get more information’s

they need that are related to their studies.

Definition of Terms

Advertising - is a means of communications with users of a product or service.

Athlete –it is the person who is proficient in sports and other form of exercises.
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Attitudes - settled way of thinking or feeling about someone or something, typically one that is

reflected in a person's behavior.

Brand –is a name, term, design, symbol or other features that distinguishes an organization or

product from its rival in the eyes of the consumer.

Brand Awareness -the extent to which consumers are familiar with the distinctive qualities or

image of a particular brand of goods or services.

Brand Image -the impression of a product held by real or potential consumers.

Consumer –it is the person who purchases goods and services for personal use.

Consumer Behavior –is the study of individuals, group, or organizations and all the activities

associated with the purchase.

Divestment –is the reduction of some kind of assets.

Endorser –it is the person who recommended the product for an exchange of payment.

Marketers –it is the one that deals in the market.

Product –the item offered for sale, it can be a service or an item.

Star Power –combinations of power and uniqueness of characteristic of an individual.

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Sponsors -a person or organization that provides funds for a project or activity carried out

by another, in particular.

Sponsorship -a type of advertising where the company pays to be associated with a specific

event.

Sports Sponsorship -is a powerful and impactful marketing technique, it consists of the

association between a company and a sport club or event.

Target Market -a particular group of consumers at which a product or service is aimed.

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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter extensively recapitulated the theories, publication and researchers related

to the study, publications and the researchers with bearing on the study. Brief compendiums

of studies that were closely associated to the research were also reviewed in detail.

It contains Foreign Literature, Foreign Studies and the other division is Local Literature

and Local Studies.

According to Padmanabhan & Murthy (2011) advertising plays very important in our

economy. Aside from the benefits that provided by advertising, it provides choices to the

consumers. Advertising makes an advantage to the advertisers, consumers, and to an extent of

society also. It is a major factor in profit both because it can lead to decrease on selling costs

and on the other hand it can boost the sales volume of the product. Advertising builds the

company’s brand/service reputation. It is one of the most effective ways to promote the

company’s name as an asset. It makes the product accept by the consumers easily and leads to

the stable business.

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Advertising helps to speed up the introduction of the new products. It helps to quicken

the acceptance of the consumer to the new product. Advertising makes the consumer to use

their purchasing power over more merchandise. When the product succeeds to enter in the

market, competitive products will appear and give the consumer with a wide variety to choose

from. It makes a good relation with the consumers. “Relationship building” and “relationship

marketing” where the consumer becomes advocate of the company (Padmanabhan & Murthy,

2011).

According to Mullin (2010) implementing promotion consists of a five components. The

five components are budget, timing, communication, logistics and legalities. It then sets out to a

simple cycle to take you from the initial idea to complete the promotion.

The first component of implementing promotion is budget. In numerous cases, mainly,

the one working in an agency, the budget is given and you have to work within it. Can you able

to achieve all you want within the available budget? If not, go back to the beginning and start

over again. The best way to achieve what you want is to not try to cut corners, it will affect you

more in the long run. Budget precisely what is needed to do it in a right way. Investing money

on promotional activity that will achieve the marketing objectives that will contribute to a long-

term growth in profit (Mullin, 2010).

The second component is timing. You must know when the promotion is needed and

how will make an impact to the consumer and how long it will last. Sales promotions are often

to run to meet short-term market needs. They must also work with the lead times of

intermediaries and supplier as stated by (Mullin, 2010).

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The third component is communication. According to Mullin (2010) every

promotion is communicated in or on material of some kind. It can be seen on TV, internet,

posters and can hear on radio. They will plan what they will use and how they can effectively

communicate with the consumers. It is common for the agencies to present showing what the

materials are going to used and what will the advertisement will look like. Until the copy or

script is written it is impossible to know how big the materials are going used. Write the copy or

script first. This will guide the designers and enable them to create a far better visual concept.

The fourth component is logistics. Mullin (2010) says that every promotion must

have something to be given away. Whether it is a prize, a coupon, a charity donation, any offer

for the customer. You must know who will do this, where the items be stored, how they will

distributed, what resources are needed, you need to analyze it in order to success. You can use

logistics to promote your product by using it.

The last is legalities. Implementing promotion means that your every move was legal

and authorized. You must know the rules and regulations of the government. Promoting a

product must be monitored all the time. Promotion ends when you have analyzed all the

available information to establish whether or achieved the objectives set (Mullin, 2010).

Budget Timing Communication Logistics Legalities

Figure 6, Implementing promotion components.

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Advertising is often an impersonal communication, distinguish it as a personal

selling, but there are many ads that are eye-to-eye sales pitches delivered by the athlete

endorsers, actors or celebrity endorsers. Advertising often sales something, but sometimes does

not. Since a great deal of advertising promotes not only the brand and services but also political

parties, public services, health and safety issues, charities, or other non-profit issues.

Advertising is usually paid-for, appearing in media space set apart for promotional

communication. Consumers today sometimes like to be passive consumers of entertainment, but

often take a much active part in advertising campaigns, adapting, criticizing, re-making, and

even contributing to the story development when the company brands crowd-source ideas. In

this scenario advertisers must know how they can catch the attention of the consumers and

make impact to them. Advertising must be collaborative, dynamic, and subjective that catches

the attention of the consumers (Hackley & Hackley, 2015),

As stated by Boone & Kurtz (2011) an integrated marketing communication strategy

that focuses on the consumers needs to create a unified promotional message in the advertising.

To gain advantage, marketers that implement the integrated marketing communication need a

brand new view of promotion. Packaging, store display, sales promotions, sales presentations,

and online and interactive media also communicate information about the brand and the

company.

According to Fizel, Mcnel, & Smaby (2008) stated that marketing research found

that in order to be effectiveness endorsers, the endroser must connect to the product. For the

endorser to be effective, the characteristics of the endorser must mixed-up with the attributes

of the product they endorse. In June 2003, LeBron James became NBA number 1 draft pick,
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prior to playing one regular season game, he had signed $90 million to Nike. The stock of

Nike rose up to 0.75% on the day James signing was reported. Indicating that market

investors thought Nike had developed a profitable strategy with signing of James.

Professional athletes have the ability to connect directly with their consumer easier

than ever before (Mat14). Social media has given athletes a platform to show their

personality, characteristics, interact with fans, and have their own interactive space. Through

social media, athletes have the ability to promote the product and market themselves in

unique ways in order to better connect with their fans.Over the last decade, social media sites

have become a important part of the media landscape. Athlete endorsers use social media as a

effective tool to promote their product to the consumers (Mat14).

One unique platform that has been frequently used by athletes is Twitter. Using

Twitter is considered the largest real-time social platform in the world. Twitter has given

athletes an opportunity to interact directly with their consumers (Mat14). Athletes can use

Twitter to send pictures or links as part of their tweet, or just send a generic tweet that could

share information, or possibly interact with fans. Athletes have recognized the possibilities of

Twitter as a communication tool and have developed ways to interact with their followers to

promote their product.Social media blends the real-time conversation and the 24/7 news cycle

society lives in today (Mat14).

Throughout the last decade, professional sports have become part of a booming

entertainment industry. The sports business has become a way for companies to capture the

attention of a large target audience in a concentrated period of time. The effectiveusing sports

or sports figures to help sell or position a product, service or company and using marketing
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 26

and communications to promote a sports franchise, property or personality. Sports icon have a

symbolic quality, an image or style, an aura of importance, of individualism that sets them

apart from the other endorsers (Chaborek, 2002).

Renton (2009) atrributedadvertising can influence brands in numerous ways:

create awareness of the product and the endorser, influence preferences and purchase

intentions, and ultimately affect brand choice. The brand with the greater advertising budget

allocated much higher levels of brand awareness, which generated higher preference to the

consumer and purchase intentions.Advertising agencies are taking advantage of the obsession

of people with athletes by linking them to products that they think will create positive

attitudes towards theircompanies and product. The power of the athlete to the endorsers

credibility, expertise, trustworthiness, and their physical attractiveness can attract consumers

to buy the product they endorsing.

Athlete endorsement or testimonials are defined by the Federal Trade Commision

as an advertising message that consumers are likely to believe (Kaser, 2015). Athlete

endorsement transfer the traits of an athlete to the product they endorse. However, using

athelete endorsement can be tricky. Athlete may behave inappropriate that can cause bad

image to the business and the product. This decreases their value as an endorser (Kaser,

2015).

Kaser (2015) stated that the main objective of any promotion is to get the attention

of the consumer to buy the product. Many marketers using the AIDA concept to achieve the

promotional goal. AIDA stands for attention, interest, desire, and action.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 27

To sell a product, the business must capture first the attention of the consumer and

create a product awareness to the people. This can be done by using advertisements in many

ways, using an endorsers, giving fliers, sponsor a concert, and etc. Product awareness does

not always lead to sales, marketers must gain the consumer interest to buy their product.

Advertisement should address the benefits of the product they endorse. Interest and desire are

likely common. Desire is when you build an appeal to the consumers. Promotion must motive

the consumer to take the actions. They can give discount cards, coupon or other offer to

satisfy the consumers (Kaser, 2015).

Attention Interest Desire Action

Figure 7, AIDA

Pe (03:47 AM August 23, 2013) attributed that every day, hundreds of millions of

sports fans watch sporting events, a gripping entertainment reality that brands all over the

world consider as strategic marketing opportunities. The names became not just names on

jerseys, from among their ranks emerged James Yap, Patrimonio, and Mark Caguioa, Arwind

Santos, Robert Jaworski, Freddie Webb, AsiTaulava, Benjie Paras, Alvin other stars.They

became synonymous to the brightest in Philippine basketball. They endorse the product of

their teams like Magnolia, Ginebra, San Miguel, Alaska, Meralco, and other team franchise.

By having a team in the PBA (Philippine Basketball Association) they can promote their

product and make a awareness to the people.

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 28

According to Velasquez (2002) Business ethics is the study of moral right or wrong

that focuses on moral behavior as they connect to business policies, organization and

behavior. Every job is like a team activity that everyone requires ethical behavior because

without it the business could possibly fall to its success if all of the customers, managers and

employees consider that it is right to lie, steal or break the rules to their company. A lot of

studies have difficulties trying to identify if those ethical behavior involve in the profit of the

company, some studies says ethical companies are more profitable than unethical ones where

results are various because several researches find out that ethics have no correlation to the

profit of the businesses. However other studies have settled that ethical companies allocate

higher income than other companies

The Success of the business is based on how the management and the staff work

together at the same time. The mutual connections of the staff and the management can

produce a good service on the business. In a period of time, they will know who will be

trustworthy, honest, serious and loyal dealing with their job as they are passionate doing what

they want in life pursuing the company objective to accomplish in the end of the day

(Reynozo-Anton & Gonsales, 2010).

According to Hizon & Prudenciado (2009) athletes are the most competitive people in

the land. Athletes are the one who trained to compete in sports which requires strength and

physical skill. Winning in the competition makes an athlete satisfied that they gave their best.

The goal of every athlete is to go out and enjoy the game at the same time represent their

team and win. This makes athlete become center of the eye and give them opportunity to

promote a certain products.

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 29

Filipino brands are replicating the other brands across the world. Filipino discovered

athlete is one of the best to promote their products. Athlete works best because they naturally

generates lots of attention to the people and known nationally. Athletes also helps advertising

stand out from surrounding clutter, therefore the message can quickly go to the consumer.

Marketers usually choose athlete endorsers for a new designed product for giving the product

an instant personality and appeal to the perception of consumer (Dolorito, Ga-ano, Laron, &

Parohinog, Celebrity Endorsement as it Affects Customer Purchase Intention, 2014),

Reyes (2017) stated that digital advertising will continue to grow in the Philippines in

the coming years as more and more Filipinos will be using the mobile platform in their

communication needs. Marketers now used digital platforms to advertise for the consumers.

Advertising is changing and playing a more for important role in the Philippines. With so

many channels to choose to put an advertisement, marketers are able to reach each consumer

multiple-time with multiple messages. However, marketers should choose the right

multichannel strategy to ensure the content is relevant and welcomed to the consumers.

Marketers must have a strong campaign idea to connect the content to the consumers.

One of the most effective way to endorse a product is by using advertisements

(Dayag, 2008). When we watch TV in our living rooms, we are seeing many advertisements

of different products; when we read a newspaper or magazine, somehow our attention is

distracted by one form of an ad or another. On our way home we can see billboards and

different kinds of ads. Advertising is part of our everyday lives whether print, broadcast, or

any other type.

Synthesis and Relevance to the Study

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 30

This literature and studies that I cited could help: The Philippine Advertising

Agencies to make more effective advertisement.

General Functions: (a) Make an informative ad is used to introduce a brand new

company, product or service to the marketing; (b) Build a trust to the customers is a

prominent ad objective of companies in competitive markets; (c) Make ads simply to remind

the consumers of your brand message to a well-established marketplace; (d) To make an

awareness to a newly produce products: (e) Using well of athlete star-power; (f) Increase the

profitability of the company;(g)Recommend necessary adjustments in advertising with the

view to developing a digital platform;(h)Provide for safe, decent, humane and improved

working conditions and environment for all workers, particularly women and young workers;

(i) Using the athlete endorser effectively; (j) Using the social-media as a new platform for

advertisements.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 31

Chapter 3

Research Methodology

This chapter deliberates the research method to be used, the population and the

determine the sample size , the description of the respondents, instrumentation, data gathering

procedure and the statistics used to treat data.

The Research Method to be used

The researcher used the descriptive method of research to collect important

information. Descriptive method is accompanied to explain scientifically a condition of

interest exactly and precisely. These contain population survey, revisions, surveys, detail

conclusion surveys, standing studies, undertaking studies, and occupation descriptions,

reviews of works, biography study, subjective records, serious occurrence news, and trial

score examination and normative facts. The descriptive method delivers a wide-ranging

contribution for a measureable study of present situation, practices and occurrences of the

topic.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 32

Population and Sample Size

In selecting of students/respondent, the total populations of Bulacan State University

Sarmiento Campus are 4,437.The researcher will use the simple random sampling to calculate

and to select the 200 respondents. The sampling technique that will be used is systematic

random sampling.

Instrumentation

For the purpose of data-gathering, the researchers will use survey questionnaire as the

main instrument of the study. The survey questionnaire is referred to Influence of sports

celebrity endorser of rubber shoes in buying behavior of P.E students of BulSU-SC. The

questionnaire is divided into 4 parts, Part I pertains to the Demographic Variables of the

respondents; Part II Factors being considered on buying rubber shoes; Part III Effect of sports

celebrity on buying decision; Part IV Perspective of buying rubber shoes.

The five-point scale was necessary to measure the assessment of the Factors being

considered on buying rubber shoes.

Value Measurement Scale of Verbal Interpretation of

Computed Mean Computed Mean

5 4.50-5.00 Always

4 3.50-4.49 Often

3 2.50-3.49 Sometimes

2 1.50-2.49 Rarely
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 33

1 1.00-1.49 Never

Furthermore, a five-point scale was also used to determine the Effect of celebrity on

buying decision.

Value Measurement Scale of Verbal Interpretation of

Computed Mean Computed Mean

5 4.50-5.00 Always

4 3.50-4.49 Often

3 2.50-3.49 Sometimes

2 1.50-2.49 Rarely

1 1.00-1.49 Never

The final part of the questionnaire has five point scale determining the Perspective of

students on buying rubber shoes.

Value Measurement Scale of Verbal Interpretation of

Computed Mean Computed Mean

5 4.50-5.00 Strongly Agree

4 3.50-4.49 Agree

3 2.50-3.49 Neutral
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 34

2 1.50-2.49 Disagree

1 1.00-1.49 Strongly Disagree

Data Gathering

After conducting a survey and distributing the questionnaire into P.E students of

Bulacan State University – Sarmiento Campus. The researchers will collect and analyze the

result of the survey.

In controlling the survey, the researcher will explain all the directions that the

respondents should follow. The items in the questionnaires were explained neither Tagalog

nor English to be able to easily understand by the respondents. All respondents were freely

given privilege to ask questions regarding the questionnaire if they have clarifications. To be

objective, extra spaces are provided so that respondents will freely express their opinions.

The researchers used the survey questionnaire as the primary source of information

and data.

Statistical Treatment of Data

After the researcher had collected the data, which were gathered orderly, organized

and tabulated accordingly, they were subjected to statistical treatment in order to answer the
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 35

questions proposed in the study. The statistical techniques used in this research were

frequency and percentage distribution, mean and ranking to determine the different of each

dimensions and samples.

1. Percentages

This is used to clarify the data according to their size and magnitudes. It is whole se

t of frequency within each class focused on the demographic profile of the respondents.

The formula is.

% = n/N x 100

Where: n = number of observations of responses

N = Total number of cases

2. Weighted Mean is the mean of a set of values wherein each value or measurement h

as a different weight or degree of importance base on total number of respondents. T

he formula is:

Xw = f (w)/N Where: f = Frequency

W = weight of response or scale N = Total number of responses

3. Ranking

This shows the relative importance of the items being used in the questionnaire.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 36

Chapter 4

Presentation, Analysis and Interpretation of Data

This chapter presents the empirical findings from the study ensuing different research

questions.

PART I: The profile demographic of the respondents

Profile of the respondents in terms of the following:

1.1 Age

AGE

4%

96%

Age 16-30 31-45

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 37

Figure 8, Demographic Profile of the Respondents in Terms of Age.

The table shows that the majority of the respondents are from the age range of 16-30 years

old with total percentage of 96%. While the remaining 4% is age of 31-45 years old, this

shows the total 100%.

1.2 Gender

SEX

43%
57%

SEX Male Female

Figure 9, Demographic Profile of the Respondents in Terms of Gender.

The figure shows the majority of the respondents are female consisting of 57% while the

male respondents are 43%.

1.3 Income of Working Students

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 38

INCOME OF WORKING STUDENT

60%

28%

10%
2%
WORKING BELOW ₱ 5,000 ₱ 6,000- ₱ ₱ 11,000 -₱ ₱ 21,000
STUDENTS 10,000 20,000 ABOVE

Figure 10, Demographic Profile of the Respondents in Terms of Income of Working Students

FAMILY INCOME
38%

30.50%
21%

10.50%

FAMILY BELOW ₱ 5,000 ₱ 6,000- ₱ ₱ 11,000 -₱ ₱ 21,000

INCOME 10,000 20,000 ABOVE

Figure 11, Demographic Profile of the Respondents in Terms of Family Income

PART II: Factors being considered on buying rubber shoes

Verbal
Factors being considered on buying rubber shoes MEAN Interpretation
1. Brand 3.585 Sometimes
2. Quality 4.27 Often
3. Price 3.925 Sometimes
4. Design 4.125 Often
5. Endorsement 3.1 Sometimes
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 39

GRAND MEAN 3.801 Sometimes

Table 1, Factors being considered on buying rubber shoes

According to our respondents which is P.E students of Bulacan State University Sarmiento

Campus out of 200 students the highest factor that they consider on buying rubber shoes is

the quality has 4.27%, then second to the highest is the design has 4.125%, third to the

highest is price has 3.925%, second to the lowest is the brand has 3.585% and Last the lowest

is the endorsement has 3.1%.

PART III: Effect of sport celebrity on buying decision

Verbal
Impact of sport celebrity on P.E student of BulSU-SC MEAN Interpretation
1. Buying rubber shoes promote by sport celebrity. 3.03 Sometimes
2. Remembering the rubber shoes endorsed by sports celebrity. 3.045 Sometimes
3. Credibility of sports celebrity on endorsing rubber shoes. 3.11 Sometimes
4. Gives positive image to rubber shoes because of sports
celebrity. 3.18 Sometimes
5. Choosing the rubber shoes promote by your favourite sport
celebrity. 3.07 Sometimes
GRAND MEAN 3.087 Sometimes
Table 2, Impact of sport celebrity on buying decision

According to our respondent which is the P.E Students in Bulacan State University Sarmiento

Campus the highest percentage of effect of sports celebrity on buying decision is by

remembering the rubber shoes endorsed by sports celebrity with percentage of 3.045 and the

second one is gives positive image to rubber shoes because of sports celebrity with

percentage of 3.18 and the third one with 3.11 percentage is the credibility of sports celebrity

on endorsing rubber shoes and the fourth one with 3.07 percentage is choosing the rubber
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 40

shoes promote by your favorite sport celebrity and the fifth one with the lowest percentage of

3.03 is buying rubber shoes promote by sport celebrity.

PART IV: Perspective on buying rubber shoes.

Verbal
Perspective on buying rubber shoes. MEAN Interpretation
1. Students choose the brand of rubber shoes depending on the
sport celebrity endorser. 3.19% Neutral
2. Student perception base on sport celebrity endorser. 3.15% Neutral
3. Students see that there is a need to have sports celebrity
endorser in rubber shoes 3.095% Neutral
4. Gives positive image to rubber shoes because of sports
celebrity. 3.355% Neutral
5. Students will be satisfied in buying signature shoes of sports
celebrity 3.37% Neutral
GRAND MEAN 3.232% Neutral
Table 3, Perspective on buying rubber shoes

The table shows the perspective P.E students of BulSU-SC. The first perspective

being considered of P.E students is they will be satisfied if they buy the signature shoes

endorse by their favorite sports celebrity with the percentage of 3.37%. The second is the

positive image of rubber shoes because of sports celebrity with the percentage of 3.335%.

The third one on the perspective of the P.E students is they will choose the brand of rubber
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 41

shoes depending on the sports celebrity endorser with the percentage of 3.19%. The fourth is

the perception base on the sports celebrity with the percentage of 3.15% and the last is the see

that there is a need to have sports celebrity endorser in rubber shoes with the percentage of

3.095%.

Chapter 5

Summary of Finding, Conclusions and Recommendation

Summary of Finding

The Salient findings of the study are as follows:

1. The respondents who ages 16-30 got a total percentage of 96% while the ages 31-45

got the remaining 4% in total of 100% of 200 P.E. Student of BulSU-SC respondents.

Majority of the respondents are female consisting 57% of respondents while 43% of

respondents are male. Out of 200 respondents 52 working students have their income, 60% of

52 respondent of working students have below P5,000 income, 28% have P6,000 - P10,000,

2% have P11,000 - P20,000 and 10% have P21,000 above. In terms of the respondent’s
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 42

family Income, out of 200 respondents 21% of their family income have below P5,000

monthly income, 38% have P6,000 - P10,000 monthly income, 31% have P11,000 - P20,000

monthly income and above P21,000 monthly income got 11%.

2. Out of 200 P.E. students of BulSU-SC the highest factors they considered on buying

rubber shoes is the Quality that has 4.27% Mean and next is the Design that has 4.125%

Mean, next is the Price that has 3.925% Mean and the Brand has 3.585% Mean and the

Endorsement has 3.1% Mean as the lowest.

3. According to the respondents of P.E. students of BulSU-SC the highest impact of

sports celebrity endorsement on buying decision is give positive image to rubber shoes

because of sports celebrity with 3.18% Mean and 2nd 3.11% Mean is the credibility of sports

celebrity on endorsing rubber shoes and 3rd is remembering the rubber shoes endorsed by

sports celebrity 3.045% Mean and 4th is with 3.07% Mean in choosing rubber shoes promote

by your favorite sports celebrity and the lowest is buying rubber shoes promote by sports

celebrity with the Mean of 3.03% Mean.

4. The P.E. Students of BulSU-SC’s perspective on buying rubber shoes first considered

is, they will be satisfied if they buy the signature shoes endorse by their favorite sports

celebrity by averaging 3.37% Mean, 2nd is the positive image of rubber shoes because of

sports celebrity with an average of 3.335% Mean, and the 3rd on their perspective is they will

choose the brand of rubber shoes depending on the sports celebrity endorser with a Mean of

3.19%,4th is the perception base on the sports celebrity with 3.15% of Mean and the lowest is

that there is a need to have sports celebrity endorser in rubber shoes with a Mean of 3.095%.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 43

5. According to the survey conducted the marketing strategy used in the Part II to Part

IV of the statement of the problem are Product and Promotion. P.E students of BulSU-SC

want a high quality of rubber shoes; on the other hand, promotion of sports celebrity endorser

plays a big role on buying decision and perspective of P.E students of BulSU-SC.

Conclusion

In the light of the forgoing findings, the following conclusions were developed and

presented:

1. In order to identify the Influence of Sports Celebrity Endorser of Rubber Shoes in

Buying Behavior of P.E Students of BulSU-SC in terms of demographic profile, the

researchers analyzed and tallied the following survey results: age 16 to 30 (96%.), female

(57%), and (38%) have P6,000 - P10,000 monthly income.

2. Often the P.E. students of BulSU-SC respond that their highest factor they considered

on buying rubber shoes is the Quality as the highest Mean of 4.27% and Endorsement got a

lowest mean of 3.1%. It is less expensive when they buy a good quality rubber shoes and they

will use it for long term.

3. Most of the P.E students of BulSU-SC remember the rubber shoes endorsed by the

sports celebrity. P.E students of BulSU-SC will likely to buy the rubber shoes endorsed by the

sports celebrity because they remember it and it is the product using by their idol.

4. On the survey conducted, P.E students of BulSU-SC are satisfied when they buy a

signature shoes. On their perspective, when they buy the signature shoes endorse by sports

celebrity, they feel more secure and more comfortable wearing it.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 44

5. The survey conducted the results that most of the P.E students of BulSU-SC are

looking and preferred to buy a high quality rubber shoes rather than the brand, price, design,

or endorsement. Having a sports celebrity endorser gives a positive image to rubber shoes, it

makes an impact to the heart and mind of the consumer to look for in buying rubber shoes

especially when they saw it using by their favorite sports athlete. P.E students of BulSU-SC

are satisfied in buying signature shoes of sports celebrity endorsers because they feel that

when they used it they we’re like they’re idols.

Recommendation

The Researchers like to recommend the following:

1. Rubber shoes companies should improve their designs to attract more customers,

especially ages 16-30 years old. Companies should make designs that always in trend and not

so expensive, to be able to compete with other or newly established company.

2. Based on the research conducted, not all the sports celebrity endorser influence the

P.E. students of BulSU-SC. Manufacturers and companies of rubber shoes should focus on

the quality of their product.

3. It is effective to use the sports celebrity endorser to promote rubber shoes. Base on the

survey conducted, they easily remember the product when the company uses sports celebrity

endorsers. This will give the company an edge and established good reputation.
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 45

4. Companies should keep creating new set of ideas of signature shoes of their sports

celebrity endorser to attract more consumers, especially to those sports celebrity endorser

who loved by the people.

5. The researchers highly recommend that the company of rubber shoes use a sports

celebrity endorser to promote their product. Using Promotion of Marketing Strategy, sports

celebrity endorser will give a instant recognition to the consumers. It also gives credibility to

their product and makes them trustworthy. By using sports celebrity endorser companies can

boost their sales and make more profit. Continuous improvement plan is a must for the rubber

shoes companies to be more competitive. Promote and advertise of the product must be given

priority for the consumers, for them to become more knowledgeable.

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 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 47

APPENDIX I

Survey Questionaire

This survey questionaire content a questions that is realated on the study on how perceived by
consumers about the athlete endorsement. The respondent of this study are the people in San
Jose Del Monte, Bulacan where the selected respondents need to answer this questionaire.

INFLUENCE OF SPORTS CELEBRITY ENDORSER OF RUBBER SHOES IN

BUYING BEHAVIOR OF P.E STUDENTS OF BULSU-SC:
BASIS FOR MARKETING STRATEGY

Part I. Demographic Profile of the Respondents

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 48

Directions: Please give you’re most honest and objective answers to the following question
by putting check mark (√) on the number that corresponds to your answer.

AGE SEX
16-30 years old Male

31-45 years old Female

If working student:

INCOME 5,000 – 10,000 15,000 – 20,000 21,000 above

Family Income

INCOME 5,000 – 10,000 15,000 – 20,000 21,000 above

PART II: Factors being considered on buying rubber shoes.

Directions: Please give your most honest and objective answers to the following question by
putting check mark (√) on the number that corresponds to your answer.

Value Verbal Interpretation

5 Always
4 Often
3 Sometimes
2 Rarely
1 Never

Factors being considered by P.E Students of 5 4 3 2 1

BulSU-SC on buying rubber shoes (A) (O) (S) (R) (N)
1. Brand
2. Quality
 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 49

3. Price
4. Design
5. Endorsement of Sports Celebrity

PART III:Effect of sport celebrity on buying decision.

Value Verbal Interpretation

5 Always
4 Often
3 Sometimes
2 Rarely
1 Never

Impact of Sport Celebrity on P.E Student of 5 4 3 2 1

BulSU-SC (A) (O) (S) (R) (N)
1. Buying rubber shoes promote by sports
celebrity.
2. Remembering the rubber shoes endorsed
by sports celebrity.
3. Credibility of sports celebrity on
endorsing rubber shoes.
4. Gives positive image to rubber shoes
because of sports celebrity.
5. Choosing the rubber shoes promote by
your favorite sport celebrity.

PART IV: Perspective on buying rubber shoes.

Value Verbal Interpretation

 BULACAN STATE UNIVERSITY – SARMIENTO CAMPUS 50

5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly Disagree

Students Perception as Promoted by Sports 5 4 3 2 1

Celebrity (SA) (A) (N) (D) (SD)
1. Students choose the brand of rubber
shoes depending on the sport celebrity
endorser.
2. Student perception base on sport
celebrity endorser.
3. Students see that there is a need to have
sports celebrity endorser in rubber shoes.
4. Gives positive image to rubber shoes
because of sports celebrity.
5. Students will be satisfied in buying
signature shoes of sports celebrity.