PAMANTASAN NG LUNGSOD NG VALENZUELA

Poblacion II, Malinta, Valenzuela City

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

People more or less listen to music to fill their leisure time. Music is a product which

is present in many people's lives. It has been part of human cultures for centuries (Cockrill

& Liu, 2013). To be able to listen to music, people buy albums, may it be physical or

digital.

Physical album was the first to be produced before the digital album. It is sold by

music retailers and is owned by the consumers after buying it. It is something that is

accustomed with people. As time passed by, since today is now a digital age, digital album

was produced. An album streamed or sold online that can only be stored in the computer

or phone's memory. According to a revenue statistics report from the Recording Industry

Association of America (RIAA), physical music sales have surpassed digital music

download revenue by a $200 million margin. Specifically, digital download revenue

dropped by 25 percent to $1.3 billion during 2017 where physical media revenue only

dropped by four percent to $1.5 billion.

Music piracy has become one of the major problems in this topic. According to the

annual Global Piracy Report from piracy data tracker MUSO, music piracy grew 14.7%

from the year prior in 2017, with 73.9 billion visits to music piracy sites made worldwide.

Sales of such physical music have been declining for the past several years because of

the online music piracy.

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As this occurs, what does the Arts students of Pamantasan ng Lungsod ng

Valenzuela prefer? Digital or physical album? Or both? What are the reasons? Does Arts

students consider the authenticity of an album if it is pirated or not?

The purpose of this study is to determine the preference of Arts students of the

Pamantasan ng Lungsod ng Valenzuela in choosing between Physical or Digital album

and how it limits piracy. This study aims to measure the percentage of students who prefer

physical or digital album and the reasons why they choose that particular album over the

other. The collection of information from this research study could provide implications for

other consumers and businesses that are related to selling albums. The first chapter

presents the background of the study, specifies the problem, describes its significance,

and presents a brief overview of the methodology used. The chapter concludes by noting

some limitations of the study and defining terms.

Theoretical Framework

This study was anchored on the theory of Glasser (1998), Fishbein and Ajzen

(1960), and Marshall (1890). The choice theory by Glasser aims to explain behavior of a

person based on inner factors. According to his book entitled Choice Theory, we are

continually attempting to meet one or more of the five basic needs that are within our

genetic structure together with it all of our behavior is chosen

(http://www.brucedavenport.com/).

On the other hand, the theory of reasoned action theory of Fishbein and Ajzen

(1960) focuses on the importance of pre-existing attitudes in the decision making

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process. According to the theory, consumers act based on their goal to make or accept

an output. In this theory, consumers are rational actors that act for their best interests

(onlinemasters.ohio.edu).

And lastly, Marshallian Economics of Marshall (1890) stated that if there is a new

product with lower price than the first one, the sales of the new product will be greater.

And it is said that consumers will choose a product that will satisfy them the most

personally (online.husson.edu).

Conceptual Framework

Reasons of Arts students in Choosing between

choosing:
a. Physical Album
a. Inner factors b. Digital Album
b. Pre – existing c. Both Digital and
attitudes Physical Album
c. Interests
d. Personal satisfaction

There are various reasons a student may consider in choosing between different

things such as inner factors, pre-existing attitudes, interests and personal satisfaction. It

can be the reason why a student will choose either physical album, digital album or both.
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Statement of the Problem

The researcher aims to determine the preference of Senior High School Arts students of

Pamantasan ng Lungsod ng Valenzuela in choosing between Physical and Digital Album.

This study is to be conducted during first semester of school year 2018-2019

Most specifically sought to answer the following questions;

1. Does the Arts students of PLV prefer:

a. Digital Album

b. Physical Album

c. Both Digital and Physical Album

2. What are the preferences of Arts students in choosing between physical or

digital album in terms of:

a. Artists

b. Price

c. Availability

3. Does ARTS students consider the authenticity of an album if it is pirated or not?

Significance of the Study

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The researchers believed that the following will benefit from the findings of the

study.

Students. The results will provide the students with some knowledge on what does

ARTS 11-1 and ARTS 12-1 of Pamantasan ng Lungsod ng Valenzuela prefer between a

physical album and digital album. Also, they will be knowledgeable enough when it comes

in determining what a pirated album is and it affects the preference of Arts students.

Consumers. The given data will be a guide for the consumers when it comes to

their preference in choosing between physical album and digital album.

Music Industry. This research will help the music industry in having knowledge

on what does students mostly prefer between physical and digital album. This can help

them make an effort and innovation when it comes to the taste and preference of people

especially students on what music they want to listen to. Lastly, they will be aware on the

current status of piracy on their products.

Parents. This will provide the parents an idea on what their children mostly likely

prefer between a physical album and the digital one. Also, they will be aware how their

children spend their time and money including their child’s preference on music.
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Future Researchers. This study will be a useful reference for the researchers who

would plan to make any related study precisely about the preference of students between

physical album and digital album.

Scope and Delimitations

This study focused mainly on two major variables: Arts students of PLV, Digital

album and Physical album.

The Arts students of PLV were limited only to the Arts 11-1 and Arts 12-1. The Arts

student's was delimited to music album preference in terms of Artist, Price, and

availability. The music album preference of the student's was divided into two, the digital

album or the physical album. The allowance of the student's was also included to know

where they investing for in the two music album did.

The study involves to two (2) sections of Arts in Pamantasan ng Lungsod ng

Valenzuela where the study conducted. The Arts 11-1 and Arts 12-1 served as the

respondents of the study this section was selected because they compact in terms of

music albums.

Initially, this study will confine itself to determine the preference of Senior High

School Arts Students in choosing between Physical or Digital album and conducted only

in limited time period.

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Definition of Terms

The following terms have defined conceptually and operationally to have a similar

understanding between the researchers and the readers.

Album - a long musical recording on a record

Approach - to get close to (an amount or level)

Choice Theory - people are continually attempting to meet one or more of the five basic

needs that are within the general structure.

Digital - using or characterized by computer technology

Marshallian Economics – consumers buy goods and services based on the offer/s

which can satisfy them the most.

Physical - existing in a form that you can touch or see

Piracy - the act of illegally copying someone’s product or invention without permission

Preference - something that is liked or wanted more than another thing

Theory of Reasoned Action - consumers act based on their goal to make or access an

output.
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References

(n.d.). Retrieved from http://www.brucedavenport.com/

Bernstein, R. (2018, June 06). Top Consumer Behavior Theories. Retrieved from

https://online.husson.edu/consumer-behavior-theories/

Definition of Piracy | What is Piracy? Piracy Meaning. (n.d.). Retrieved from

https://economictimes.indiatimes.com/definition/piracy

Four Consumer Behavior Theories Marketers Should Know | Ohio University. (2018,

March 29). Retrieved from https://onlinemasters.ohio.edu/blog/four-consumer-

behavior-theories-every-marketer-should-know/

#LoveCherryMotion, K. (2017, February 07). Physical Sales vs Digital Sales? | K-Pop

Amino. Retrieved from https://aminoapps.com/c/k-pop/page/blog/physical-sales-

vs-digital-sales/GYIn_uzkdwWYE4Vg1LE2zX275Evm00

Swash, R. (2009, January 17). Online piracy: 95% of music downloads are illegal.

Retrieved from https://www.theguardian.com/music/2009/jan/17/music-piracy