i

Table of Contents

Table of Contents i
List of tables ii
List of appendices iii
Abstract iv

INTRODUCTION 1
Background of the study 1
Statement of the problem 3
Hypotheses of the study 5
Significance of the study 6
Operational definitions 8

REVIEW OF RELATED LITERATURE 10

Socio – Demographic Characteristics 10
Advertising 13
Television Advertising 14
Product Promotion 14
Brand Awareness 15
Product Recognition 15

Brand Recall 15
Fast-Food 16
Acceptability of Fast-Food Products 17
Customer’s Extent of Patronage 20

METHODOLOGY 22
Conceptual Framework 22
Locale of the study 23
Respondents of the study 23
Instruments of the study 24
Data gathering procedure 25

Statistical analysis 25
 ii

RESULTS AND DISCUSSIONS 26

Socio –Economic Profile of the respondents 26
Effectiveness of Television Advertisements 27
- McDonalds 27
- Jollibee 30
Acceptability of the Fast Food Products 34
- McDonalds 34
- Jollibee 35

Customer’s Extent of Patronage 36

- McDonalds 36
- Jollibee 36
Correlations
38
T-Test 52

SUMMARY, CONCLUSION AND RECOMMENDATIONS 58

Summary of the findings 58
Conclusion 62
Recommendations 64

LIST OF TABLES

TABLES PAGE

1 Socio –Demographic Characteristics 25

2 Effectiveness of Television Advertisements 27
3 Acceptability of Fast Food Products 34
4 Customer’s Extent of Patronage 36
5 Correlation of the variables 38
6 T-Test of all the variables 52
 iii

LIST OF APPENDICES

APPENDIX PAGE

1 A.The survey Questionnaire 67

2 B.Letter Request to the Schools Office 72

 iv

ABSTRACT

The study determined the relationship of Effectiveness of

Television advertisements to the Customers extent of patronage
and the acceptance of fast-food products in Cabanatuan. A total
of 100 randomly selected respondents who responded in the study
with a self-constructed survey questionnaire as the main data
gathering instrument. Data were gathered and analyzed using
descriptive statistics and correlational analysis.

Majority of the respondents had an age ranged of 18 years old

and above (60%) and minority of them had an age ranged below 17
years old (40%). Most of the respondents were females which is
66% and male which is 34%. The respondents classified as a
student (59%), occupation (34%), business woman/man (5%) and
others (3%).

The Effectiveness of television advertisements of McDonalds

had an overall mean of 1.93 described as Agree (A) while Jollibee
had an overall mean of 1.88 described as Agree (A). The
Acceptability of fast food products (McDonalds) has an overall
mean of 1.78 described as Highly Acceptable (HA) while Jollibee
had an overall mean of 1.87 described as Acceptable (A). The
Customers extent of patronage in McDonalds had an overall mean of
2.09 described as Sometimes (SO) while Jollibee had an overall
mean of 1.96 described as often (O)

The study correlated the following: 1.) Socio-demographic

characteristics with the Customers extent of patronage and
acceptability of fast food products. 2.) The effectiveness of TV
ads with the customer’s extent of patronage and acceptability of
fast food products. 3.) Customers extent of patronage and
acceptability of fast food products.