Research Manuscript

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INTRODUCTION
Fast food establishments specialize in preparing a quicker

traditional food. The food is typically less nutritional but
people often prefer and enjoy eating at these kind of places
because it is fast, delicious and affordable. There are many
fast food establishments in our country, so they usually compete
with each other. Hence, the owners of those establishments think
of a way for their product to be recognized with the used of
advertisement.
This chapter describe the background of the study,

statement of the problem, significance of study, hypotheses of
the study and definition of terms.
This section is important because it will provide

additional information that can give the readers initial
knowledge about the study and how it is conducted.
Background of the Study
In the world of business industry, business owners are

looking at earning revenues in exchange to their capital,
enhancing and improving the services they give, and upgrade
their company’s performance in order to gain popularity and
success. The current business environment requires effective
strategies in order for a certain product to be known in public.
This means that brand awareness plays a significant role to the
income of a company.
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Acceptability and preference increase or decrease overtime,

depending on the weight and frequency of advertising, according
to David W. Otson in an article for “Advances in Consumer
Research” Frequent advertising can build the popularity from
recognition of some elements of a product through a detailed
understanding of the nature of the product and its benefit.
However, building acceptability and preference through
advertising is a cumulative process. A single campaign only
raises awareness and popularity for a short period, so it is
important to allocate the budget for advertising over a period
of time to sustain high levels of awareness and use to gain high
level of acceptability.
Every now and then advertising is the one that helps the
product to be exposed in the public and make consumers aware of
it. Aiming to build preference for that product over its
competitors are goal of advertising so if an advertising or
advertisements succeeds in this task, consumers will be the one
will be the one to respond in a positive manner. Although you
can use advertising to raise brand awareness and use, you must
also take into account the other methods consumers use to obtain
product information. Consumers collect and share information by
searching or posting reviews and feedback on websites. They also
exchange information and preferences through social networking
sites, influencing other consumers’ choices in a way similar to
traditional advertising.
Kotler (1990:450) “Advertising is undertaking to increase

campaign on sales, and this can be done only if the public have
full knowledge of the product or service is aimed at customers”
Advertising can also be any paid form of non-personnel
presentation and promotion of ideas, good and services by an
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identified sponsor or an art of creating awareness of a specific

goods and services available in the market (economy).Advertising
is one of the major ways in which sellers use in order to
stimulate demand for goods and services; therefore, it is a
communication function which likes customers with the producer.
One of the major objectives of advertisement is to facilitate
the work of the salesman by stimulating the demand for the
project or services.
Advertisement is can carried out through Radio, Television,

Magazines, Journals, Directory, Newspapers, Poster, Film show
etc. whatever from the advertising takes, the fundamental
principle is to deliver the message to the right audience at the
right time and at the lowest possible cost, so as to achieve
positive result (goals).
Statement of the Problem
Fast food is a popular business. Many investors tried to

invest on it but only few lead the fast food business world like
Jollibee and McDonalds.
In the time where modern world was born, technology arises

and the media which various information travel. Fast food
establishment owners use it for their brand recognition. A
tougher competition grows between them, various strategies are
used and countless money are being spent.
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Objectives of the study
The study aims:
1.To determine the socio-demographic characteristics of the

respondents.
2.To determine the effectiveness of TV ads of McDonalds and

Jollibee in terms of:
 Product Promotion
 Brand Awareness
 Product Recognition
 Brand Recall
3.To determine the customer's acceptance of fast-food

products especially in McDonalds and Jollibee.
4.To determine the extent of patronage of the customers in

McDonalds and Jollibee.
5a. To determine if there is any relationship between

socio-demographic characteristics and acceptability of fast-food
products.
5b. To determine if there is any relationship between

socio-demographic characteristics and customer’s extent of
patronage.
6.To determine if there is any relationship between the

effectiveness of TV ads and the acceptability of fast-food
products.
7.To determine if there is any relationship between

effectiveness of TV ads and customer’s extent of patronage.
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8.To determine if there is any relationship between the

customer’s extent of patronage and the acceptability of fast-
food products.
9.To determine the difference of the effectiveness of

McDonald’s and Jollibee’s TV ads in terms of:
 Brand Awareness
 Brand Recall
10.To determine the differences of McDonalds and Jollibee

between the acceptability of fast-food products.
11.To determine the difference between the customers’

extent of patronage of McDonalds and Jollibee.
Hypotheses of the study

The hypotheses of the study are shown below:
1. There is no significant relationship between socio-

demographic characteristics and acceptability of fast-food
products.
2. There is no significant relationship between socio-

demographic characteristics and customer’s extent of
patronage.
3. There is no significant relationship between the

effectiveness of TV ads and acceptability of fast-food
products.
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4. There is no significant relationship between the

acceptability of fast-food products and customer’s extent
of patronage.
5. There is no significant relationship between effectiveness

of TV ads and customer’s extent of patronage.
6. There is no significant difference between McDonalds and

Jollibee in their effectiveness of TV ads.

Jollibee in their acceptability of fast-food products.

Jollibee in their customer’s extent of patronage.
Significance of the Study
This section contains the theoretical and practical reasons

why the research is being conducted. It is where you justify why
the study should be conducted at all.
TV advertisement can be powerful tool to a business to gain

more consumers. The results from this project will benefit
producers to boost their sales by knowing the power of
advertisement when it comes to the acceptance and patronage of
the consumers. Advertising helps companies to meet up the level
of competition of their competitors.
The researchers conduct this study to further understand

how does Television advertisements greatly affect the behavior
of the consumers. It is studied to give other people the idea of
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television advertising. This research study benefits the

following;
 Fast food Owners
 It will help them know the power and usefulness of TV

Advertisements in acquiring potential customers.
 It will help them to devise strategies to attract
customers.
 It will help them realize the customer’s preferences.
 Customers/Consumers
 For the consumers to have an idea on how TV

advertisements help them to compare and contrast
different product.
 Future Researchers
 For them to have an idea for their research.
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Operational Terms
This section contains the conceptual and operational

meaning of the important terms used in the
study.
 Television advertisement
is a type of advertising. Television advertisements uses media
as a tool to promote a brand.
 Traditional advertising
it is the old way of advertising.
In marketing, promotion refers to any type of marketing
communication used to inform or persuade target audiences of the
relative merits of a product, service, brand of issue.
 Brand Awareness
Brand awareness refers to the extent to which customers are

able to recall or recognize a brand.
 Brand Recognition
Brand recognition is a feature on the road to brand awareness.

 Brand Recall
Brand recall is the other component to brand awareness. It is

the ability of consumers to correctly elicit a brand name from
memory when prompted by a product category.
 Acceptability of fast-food products

The study of food acceptability and the measurement of its
sensory and affective dimensions are complicated by the fact
that foods are typically eaten within a context, i.e., the meal,
and that the consumer typically brings to the dining situation a
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host of expectations that are based on previous experience,

product and nutrition information, and packaging, all of which
can affect liking for the food.
 Patronage
it is the loyalty and the support is given to a business.
 Fast food chain

is a business that provides food services for the consumers.
 Fast food business owners

is the person who owns the business specifically for example
fast food chain business.
 Consumers
it is the person or people who buy product.
 Brand
it is the label that is given to a product for the customers
to be able to recognize it.
 Consumers feedback
the reaction of the customers about the service that is provided
by the business.
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LITERATURE REVIEW
In this section, the related literatures are related to the

study presented. This chapter presents the important studies
which can help to further evaluate the research paper. It
provides additional knowledge for the readers to clearly
understand the study.
Socio-demographic Characteristics
Socio Demographic Characteristics include, for example, age,

sex, education, migration background and ethnicity, religious
affiliation, status, household, employment, and income.
Different index variables are formed on the basis of socio-
demographic variables. The details of this are often used to
describe realized samples and to determine sampling error. The
contributions devoted to socio-demographic characteristics
provide an overview of survey instruments of address the
measurement of individual socio-demographic characteristics. In
our study, the researchers only pick two variables under socio-
demographic characteristics. The age and sex of the respondents.
The researchers will determine it to make our study detailed.
Age
An advantage of critical gerontology and age studies how

they emphasize the “inside of aging” and what it means to grow
older. Here the humanities have been especially vital as they
promote questions of identity, the body, experience, language
and metaphor, life-course continuity and disruption, sensation,
emoticons, and biography. These are the subjective and everyday
aspects of aging by which we live out our lives; thus research
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requires careful observation and participation, discourse

analysis, qualitative interviews, deconstructions of images and
texts, and close attention to the ordinary. Narrative is
particularly important because it anchors the inside of aging,
bringing together self and society and animating our biographies
as we borrow, adapt, interpret, and reinvent the languages,
symbols, and meaning around us to customize our personal stories.
Critical perspectives also deconstruct dominant cultural
narratives and give voice to suppressed and marginal narratives.
Barbara Ehrenreich has shown that women dying of cancer have as
much, if not more, to say about their lives as the pink-ribboned
“survivors” trotted out on award shows. Ultimately, a subjective
dimension in age studies means that we include ourselves in what
we study an write about. As Jon Hendricks says. “If we cannot
see ourselves in our explanations, perhaps we should pause
before proffering these explanations to the profession” (Stephen
Katz 2014) The age of customer that eats in McDonalds and
Jollibee around Cabanatuan city are not specified yet. Usually
the early adulthood in the 19-30 age range and middle adulthood
30-60 year old are people who commonly visit the said fast food
restaurant, they are able to manage themselves and pay for the
products offered. It should be for everyone where the people can
be able to avail or try the offered products or foods.
According to (William, Donna ,Roy &Shirley, 1981 of

University of Arkansas ) When age is employed as a variable in
consumer research in general or patronage research in particular,
it is recognized that it is in fact a proxy for a number of
factors, some of which are reflective of social learning. The
multiple influences subsumed under age may affect patronage
behavior in different ways; it is thus useful to identify them
such that they can, perhaps, be measured explicitly.
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In one sense, age serves as a general indicator of

accumulated life experience, reflecting the extent, if not the
specific nature, of the socialization process.
Age is also a component of the family life cycle, carrying

with it unequal probabilities of being married, having children
in the home, and the other factors which comprise the FLC, as
well as altering the probability of the geographic mobility of
the individual. Age also brings with it differing levels of
physical prowess and agility, thus affecting the physical cost
of shopping, as well as altering the information processing
style of the individual. Finally, age reflects a cohort with
similar socialization experiences based on macro-environmental
events and evolution. The age cohort is also likely to reflect
similar patterns of socialization based on the role-models,
educational philosophy, and media available at various stages of
their socialization process. Thus, when one finds that a
patronage variable increases or decreases with age, one cannot
partial out the cohort effects from the other effects, making
inference about what the "younger" people will do when as they
grow older impossible from cross-sectional data (Cutler 1977),
unless socialization life cycle, individual, and cohort effects
are measured separately.
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Sex
Sex refers to a set off biological attributes in humans and

animals. It is primarily associated with physical and
physiological features including chromosomes, gene expression,
hormone levels and function, and reproductive/sexual anatomy.
Sex is categorized as female or male but there is variation in
biological attributes that comprise sex and how attributes are
expressed.
Occupation
A job or occupation, is a person’s role in the society more

specifically, a job is an activity, often regular and often
performed in exchange for payment (“for a living”). Many people
have multiple jobs (e.g., parent, homemaker, and employee). A
person can begin a job by becoming an employee, volunteering,
starting a business, or becoming a parent. The duration of a job
may range from temporary (e.g., hourly odd jobs) to a lifetime
(e.g., judges).
Advertising
Advertising is a non-personal paid form where ideas, concepts,

products or services and information are promoted through media
(visual, verbal and text) by an identified sponsor to persuade
or influence behavior (Ayanwale et.al., 2005 and Bovee et.al.,
1995).
Advertising is a powerful and persuasive machine. It is an

exciting, dynamic and fully challenging enterprise. It is a
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subject that cannot be ignored in our day to day life; in fact

“a world without advertisement is a bleak world” Awake 1988 Pg
1-6. Advertising is always ahead of us to greet us, In fact it
has almost become a thorn in the flesh that the average
individual cannot do without.
It is proved to be the cheapest and most successful means of

making known goods and services in order to sell them
effectively. It is capable of influencing human behavior towards
the purchase of a particular product.
Television Advertising
Television advertising is largely used to influence viewers

purchase decision. Television advertisements impacts consumers
purchasing decision. It is used to influence buyers mind about a
brand. " A company can raise brand awareness and drive consumers
to the point purchase through well placed television
advertisements. (Lazzari, 2018)
Product Promotion
In marketing, promotion refers to any type of marketing

communication used to inform or persuade target audiences of the
relative merits of a product, service, brand of issue. The aim
of promotion is to increase awareness create interest, generate
sales and create brand loyalty. Product Promotion is an action
taken by a company's marketing staff with the intention of
encouraging the sale of a good or service to their target market,
for example, product promotion performed by a typical business
might take the form of advertising the product in question via
print or internet ads, direct mail or email letters, trade shows,
telephone and personal sales calls, TV and radio advertisement,
billboards, posters and flyers.
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Brand Awareness
Brand awareness refers to the extent to which customers are

able to recall or recognize a brand. Brand awareness is a key
consideration in consumer behavior, advertising management and
strategy development. No matter the quality of your products and
services, no matter how much spent on advertising, and no matter
how much you post to social media, your business is not likely
to get very far if it does not have a brand. It is important to
consistently building that brand and strengthening association
in the mind of your target audience. Brand awareness is ongoing
effort for businesses big and small.
Brand Recognition
Brand recognition is a feature on the road to brand

awareness. Brand recognition is exactly what it sounds like it
is the ability of consumers to recognize brand over the brands.
Brand recognition is one of the two components to brand
awareness. Is extent to which a consumer can correctly identify
a particular product or service's logo, tag line, packaging or
advertising campaign.
Brand Recall
Brand recall is the other component to brand awareness. It

is the ability of consumers to correctly elicit a brand name
from memory when prompted by a product category. It describes
the phenomenon in which people who have been exposed the
specific brand over time can recall them by merely thinking of a
particular product or service.
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Fast food
Consumer choices are becoming ever more variable and

unpredictable due to significant lifestyle and demographic
changes and improved communications, all of which make the
consumer a very important actor in the food value chain (Imram,
1999; Capitanio et.al., 2009; Fortuin&Omta, 2009; Kuhne et.al.,
2010). Mattsson and Helmersson mentioned (2007) that high school
students knew the good and bad attributes of fast food. They
also inscribed the difference in acceptance between male and
female students. Female students considered the fast food from
the broad chain context and male considered fast eating and
satiety. A report by the National Restaurant Association
indicates that 3 out of 10 consumers report that meals from
restaurants including fast food restaurants are essential to
their "way of life" (Association NR: Restaurant Industry Pocket
Fact Book. National Restaurant Association: Washington, DC,
2008).
Specifically, fast food tends to be energy-dense, poor in

micronutrients, lower in fiber, high in glycerin load, and
excessive in portion size, thus causing many to exceed daily
energy requirements (Bowman, 2004, Ebbeling, 2002, Rosenheck,
2008). The use of the western style cooking , concepts of
service, advanced equipment as well as food service and
efficient delivery of foods by the fast food restaurants
indirectly augment the customers taste and appetite (Zahari
et.al., 2006) According to AC Nielson, (2005), there is 59% of
adult population that eats at take away restaurants at least
once a week this is due to convenience concept of fast food
restaurant match the busy lifestyles and ease of access to a
wide variety of fast food restaurants in the market. Besides
that, fast food restaurants are particularly well linked by
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youngsters, who turned influences their parent’s decision of

which restaurants to visit.
Acceptability of fast-food products
The study of food acceptability and the measurement of its

sensory and affective dimensions are complicated by the fact
that foods are typically eaten within a context, i.e., the meal,
and that the consumer typically brings to the dining situation a
host of expectations that are based on previous experience,
product and nutrition information, and packaging, all of which
can affect liking for the food. Such influences can limit the
predictive validity of laboratory-based measures of food
acceptance unless adequate research methods are developed to
understand and control these effects. In terms of situational
context, few studies have adequately assessed the contribution
of the meal context/situation to liking. Herbert Meiselman and
his colleagues have studied the influence of a number of
contextual variables was studied. All studies showed changes in
the probability of food selection, while some studies showed
changes in acceptance and some did not. For example, the effort
required to obtain food showed large selection rate changes but
no reliable changes in acceptance, whereas changes in food cost
changed both selection rates and acceptance. Further studies
identified a major difference in acceptance ratings of foods in
institutional vs. non institutional food service settings, in
agreement with previous observations concerning expectations in
these two different classes of environments.
In an attempt to develop a measure of food
acceptability that takes into account the situational influences
of the dining situation, Howard Schutz developed the concept of
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‘situational appropriateness’ as well as a method to index the

degree of appropriateness of any food in a wide range of
situations. This scale has been used effectively in a variety of
survey formats, and more recently has been shown to be a
valuable adjunct to laboratory affective testing of foods.
Concerning the expectations that consumers bring to the
dining situation, Armand Cardello and other researchers have
shown that a wide variety of extrinsic variables, such as
product information, packaging, brand names, and nutrition
statements, can influence the consumer's expected liking for a
product. In numerous studies designed to look at the role of
these expectations on actual liking and behavior toward the food,
expectations were manipulated so as to lead consumers to expect
a better-liked or a worse-liked product. By measuring expected
liking using a simple category scale and comparing changes in
actual liking relative to a baseline rating of the acceptance of
the food in a blind (no information) condition, it has been
shown that product acceptance assimilates the level of
expectation. That is, if expectations are higher than the
baseline acceptance of the product, rated acceptability
increases. If expectations are lower, rated acceptability
decreases. These important influences of consumer beliefs and
expectations on product perception have been demonstrated for
purely sensory dimensions of food and have been shown to have a
direct influence on behavior, e.g., consumption.
The sensory attributes of foods are widely considered to be

an important determinant, perhaps the most important determinant,
of acceptability. Other factors that determine whether a food
will be acceptable to an individual include the physiological
state of the individual and the social, institutional and
motivational context of eating, serving, cooking or purchase
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(Booth, 1981). Amerine et al. (1965) defined acceptance as

either: (i) an experience or feature of an experience
characterized by a positive (e.g. approach in a pleasant)
attitude; or (ii) actual utilization (e.g. purchase, eating).
They cautioned that the two definitions are often highly
correlated but not necessarily the same. The factors that
influence food choice and intake are shown in Figure 13.1. The
terms 'food acceptance' and 'acceptability' are used in
association with several types of research methodologies. For
example, attitudinal studies may be conducted using
questionnaires with the names of foods as stimuli in order to
determine the overall acceptability of foods or the relative
importance of different factors or sensory attributes to overall
acceptability. Other studies involve sensory evaluation of
actual foods. The foods presented are chosen or manipulated by
the experimenter to obtain the reaction of consumers to
variations of particular interest. Often these samples vary only
slightly in sensory attributes and the expectations of consumers
about the samples would be similar until they had actually
tasted the samples. When reaction to the sensory attributes is
desired, samples are usually presented with blind codes so the
sample identity or brand is unknown. A study by Gacula et al.
(1986) demonstrates the bias that brand identification can have
on sensory acceptance tests. Subjects discriminated
significantly among frankfurters labeled with brand names even
though they were tasting the same product falsely labeled. When
the different samples (unbranded) wer.! evaluated, no
significant differences in overall liking were found. The
interplay between sensory response and other factors that affect
food purchase and choice is an area that deserves closer
attention. The reactions of consumers to certain kinds of
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marketing information believed to be important to purchase

decisions may differ depending on whether
Customer’s extent of patronage
There is a perceived increase in the number of fast food

restaurants that crop up in every city. Thus, suggesting that
the sector is gaining acceptance among customers. Industry
trends such as rapid outlet expansion, strategic alliances
(especially with companies in downstream sector of the oil and
gas industry), and entrant of foreign players amongst others
lends credence to the perceived phenomenal increase in the
number of fast food restaurants. The number of fast food outlets
is increasing at a geometric rate and it is expected to double
in years. This proliferation is not unconnected with the general
upsurge in social and economic activities. The popularity of
fast food restaurant in every growing city of the world is a
product of the effect of globalization. Thus, every segment of
the society now consumes fast food. Consuming fast foods has
become a recent trend among upper society, teenagers and youths
have also increased and the fast food has won the palate of
those groups. According to Park (2004), eating at fast food
restaurants not only help customers to satisfy their hunger, but
it also creates need for convenience, pleasure, entertainment,
time saving, social interaction and the mood transformation.
Besides, consumers experience excitement, pleasure and a sense
of personal well-being in visiting fast food restaurants (Park,
2004). Carew (2010) averred that the hectic lifestyle of many
Nigerians does not allow the luxury of home cooked meals. Since
fast food is convenient and readily available, it has become the
choice of many young adults and upwardly mobile individuals.
This strategy of capturing more markets has expanded the
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customer base of the industry over the past few years. Despite
the perceived acceptance of fast-food restaurants in Philippines
environment, customers are now beginning to be choosy in the
aesthetics, product and service received from fast food
restaurants. Thus result in the loss of customer’s loyalty.
Accordingly, Arnold, Tae and Douglas (1983) asserted that
location, price, assortment, fast checkout, friendly and
courteous service, and pleasant shopping environment were
critical determinants of store patronage. Arguably, these
factors may influence customers’ decision to visit a fast food
restaurant. Fast food restaurants are said to have their own
benefits, which their customers perceive. According to Liu and
Jang (2008). These perceived benefits are the primary reasons
why fast-food restaurants are patronized. Markets consist of
various buyers, and buyers differ in one or more respects. They
may differ in their wants, resources, geographical locations,
buying attitudes, lifestyles, and buying practices. Intuitively,
the choice of consumers visiting a fast food restaurant hinges
on identifiable factors peculiar to an environment which need to
be ascertained. Most of the research concerning selection of a
restaurant are based on identification of determinant attributes
(Bojanic, 2007).
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METHODOLOGY
This section presents the process that was used to collect

information and data for the research study. It also includes
the research designs, respondents, instruments and locale of the
study and the method was used to gather data.
Conceptual framework
This study theoretically investigated the effectiveness of

Television advertisements as dependent variable and
acceptability of fast-food products and customers’ extent of
patronage as independent variable.
Effectiveness of TV
Advertisements in terms
Acceptability of fast-
of;
food products
 Brand Awareness
 Brand Recall
Socio-demographic
characteristics in terms
of: Customer’s extent of
patronage
 Age
 Sex
 Occupation
Figure 1.0 The conceptual paradigm showing the hypothetical

relationship between the independent and dependent variable.
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Research Design
This study applied the descriptive-correlational research

design with the self-constructed survey-questionnaire as major
instrument to achieve the main objective of the study. By using
descriptive design, the study focused on the effectiveness of TV
ads and its relationship to the acceptability of fast-food
products and customer’s extent of patronage in Cabanatuan City
in which the purpose was to interpret, clarify and examines the
customer's behavior towards a fast-food brand. Correlational
design will be used to relate the dependent and independent
variables.
Locale of the study

The research locale of this study compromises where the
study undergoes. This study take place in some of the localities
of Cabanatuan City, Nueva Ecija.
Respondents of the study
The respondents of this study were the 100 customers of

leading fast-food establishments (Jollibee & McDonalds) here in
Cabanatuan City Nueva Ecija. All of the respondents were
selected using purposive sampling, rather than randomly
selecting the respondents. The researchers use purposive
sampling that refers to the selection of respondents based on
personal judgement and all of the data gathered from theses
respondents was used to come up with reliable and steady results.
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Research Instrument/Measures
Instrument refers to the tools by which investigators

attempt to measure variables or items of interest in the data
collection process to gather necessary data and information
needed. A survey questionnaire is the tool to obtain relevant
data to address the research objectives.
A survey defined as individual units from a population and

techniques of survey data collection, such as questionnaire
construction and methods for improving the number and accuracy
of responses to surveys. It is a structured way of learning
about a larger group of people to collect and analyze the data
to support your research study.
The instrument is composed of 4 parts:
Part I: This part included the Socio-demographic characteristics

of the respondents in terms of;
 Age
 Sex
 Occupation
Part II: This part included the effectiveness of TV ads of

McDonalds and Jollibee in terms of;
 Brand Awareness
 Brand Recall
Part III: This part included the acceptability of consumers
towards to the product of McDonalds and Jollibee.
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Part IV: This part included the extent of patronage of the

customers to McDonalds and Jollibee.
Procedure
The researchers conducted a survey to gather data from the

selected respondents, around 100 consumers that eats at the
chosen fast-food establishments are chosen to be respondents in
this study. After the validation of the research instructor to
the research instrument, the researchers started to gather data
and explained the purpose of the study to the selected
respondents. The researchers collected the data using survey
questionnaire.
Data Analysis/Statistical Analysis
Statistical Package for Social Sciences (SPSS) and

Microsoft Excel Software was used to compute all the gathered
data. The data was subjected to descriptive statistics such as
frequency count, mean, standard deviation, and range. The
researchers used inferential - correlational analysis to
determine the relationship between variables.
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RESULTS AND DISCUSSION
Table 1. This will describe the socio-demographic

characteristics of the respondents.
PROFILE FREQUENCY PERCENT

Age
Below 17 40 40.00
18 and above 60 60.00
Range: 13 - 58 years
Mean: 25.91 years
Stdev: 12.692 years
Sex
Female 66 66.00
Male 34 34.00
Occupation
Student 59 59.00
Employee 34 34
Business woman/man 5 5
Others 3 3
Age
Table 1 shows the socio-demographic characteristics of the

respondents. Majority of the respondents used 18 years and above
and the remaining 40% of the respondents are below 17 years old.
The age of the respondents ranged from 13 to 58 years old and a
standard deviation of 12.692 years which implies that there was
a wide interval of ages of the respondents. Age is one of the
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most common factor that helps in determining different

alternative information. According to (William, Donna, Roy
&Shirley, 1981 of University of Arkansas) When age is employed
as a variable in consumer research in general or patronage
research in particular, it is recognized that it is in fact a
proxy for a number of factors, some of which are reflective of
social learning. The multiple influences subsumed under age may
affect patronage behavior in different ways; it is thus useful
to identify them such that they can, perhaps, be measured
explicitly.
Sex
Results show that 66% of the respondents were female and

the remaining 34% were male. The table illustrated that the
majority of the respondents were female and the minority of the
respondents were male.
Occupation
With regards to the employment of the respondents, almost

all of them were student (59%), 34% were employee, 5% were
business man/woman and the last 3% were specified in the survey
questionnaire.
Table 2.A Effectiveness of TV Ads in terms of Product Promotion,

Brand Awareness, Product Recognition, Brand Recall.
McDonalds
VERBAL
EFFECTIVENESS OF TV ADS MEAN
DESCRIPTION
A. Product Promotion
I am able to recognize their product. 1.69 SA
Table Continuation… 28
I am able to recognize the quality of the 1.73 SA

product.
I am able to recognize the popularity of the 2.72 MA

product.
I am able to recognize the brand logo. 2.40 A
I can recognize their product that is being 2.35 A
advertised.
Mean 2.18 A
B. Brand Awareness
They often advertise their product and I am 2.09 A
much aware of that.
I am quite knowledgeable about their brand. 2.05 A
I can recognize their brand through their 2.14 A
logo.
I am aware of their best seller products. 2.07 A
I am aware of the popularity of their Brand. 1.88 A
Mean 2.05 A
C. Product Recognition
I am able to recognize the quality of the 1.99 A
product.
I am able to recognize the popularity of the 1.85 A
product.
I am able to recognize the brand logo. 1.48 SA
advertised.
Mean 1.76 SA
D. Brand Recall
I always remember this fast food 1.92 A
establishment because I often eat there.
Table Continuation… 29
I am very much aware of the price of the 2.08 A

products that I usually eat in these fast
food establishments.
I remember this fast food establishment 1.82 A
whenever I see the product that they have.
I always think of this brand whenever I want 2.05 A
to eat at a fast food establishment.
I always remember this brand because I often 1.85 A
see it on the television.
Mean 1.94 A
Overall Mean 1.93 A
Legend:
1.00 - 1.79 - Strongly Agree (SA)
1.80 - 2.59 - Agree (A)
2.60 - 3.39 - Moderately Agree (MA)
3.40 - 4.19 - Disagree (D)
4.20 - 5.00 - Strongly Disagree (SD)
Product Promotion
This table concludes that the effectiveness of the

television advertisement in terms of product promotion has an
overall mean 2.18 and a verbal description of A which means
agree. It implies that the consumers agreed that the
Effectiveness of the Television Advertisements of McDonalds in
terms of product promotion was effective. The lowest mean of the
result is 1.69 while the highest mean result is 2.72
Brand Awareness
Findings shows that the effectiveness of television

advertisement in terms of brand awareness has an overall mean
2.05 and a verbal description of A which means agree. Therefore,
30
the consumers agreed that the Effectiveness of the Television

Advertisements of McDonalds in terms brand awareness was
effective. It implies that the consumers agreed that the
terms of brand awareness was effective. The lowest mean of the
Product Recognition
The table illustrate that the Effectiveness of the

Television Advertisement of McDonalds in terms of Product
recognition was effective. It has an overall mean of 1.76 and
has a verbal description of which means Strongly Agree. It
implies that the consumers agreed that the Effectiveness of the
Television Advertisements of McDonalds in terms of product
recognition was very effective. The lowest mean of the result is
1.66 while the highest mean result is 1.85
Brand Recall
The data above shows that the effectiveness of television

advertisement in terms of brand recall has an overall mean 1.93
which is effective because of a verbal description of A which
means agree. It implies that the consumers agreed that the
terms of brand recall was effective. The lowest mean of the
31
Table 2.B
JOLLIBEE
MEAN VERBAL
EFFECTIVENESS OF TV ADS
DESCRIPTION
A. Product Promotion
I am able to recognize the quality of the 1.63 SA
product.
I am able to recognize the popularity of the 2.65 MA
product.
I am able to recognize the brand logo. 2.26 A
advertised.
Mean 2.06 A
B. Brand Awareness
They often advertise their product and I am 1.96 A
much aware of that.
I am quite knowledgeable about their brand. 1.97 A
I can recognize their brand through their 2.09 A
logo.
I am aware of their best seller products. 2.01 A
I am aware of the popularity of their Brand. 1.92 A
Mean 1.99 A
C. Product Recognition
I am able to recognize the quality of the 1.95 A
product.
I am able to recognize the popularity of the 1.77 SA
product.
I am able to recognize the brand logo. 1.53 SA
32
Table Continuation…
I can recognize their product that is being 1.78 SA

advertised.
Mean 1.74 SA
D. Brand Recall
I always remember this fast food establishment 1.88 A
because I often eat there.
I am very much aware of the price of the 1.98 A
products that I usually eat in these fast food
establishments.
I remember this fast food establishment 1.78 SA
whenever I see the product that they have.
I always think of this brand whenever I want 1.97 A
to eat at a fast food establishment.
I always remember this brand because I often 1.75 SA
see it on the television.
Mean 1.87 A
Overall Mean 1.88 A
Legend:
1.00 - 1.79 - Strongly Agree (SA)
1.80 - 2.59 - Agree (A)
2.60 - 3.39 - Moderately Agree (MA)
3.40 - 4.19 - Disagree (D)
4.20 - 5.00 - Strongly Disagree (SD)
Product Promotion
This table concludes that the effectiveness of the

television advertisement in terms of product promotion has an
overall mean 2.06 and a verbal description of A which means
agree. Therefore, the consumers agreed that the Effectiveness of
33
the Television Advertisements of Jollibee in terms of product

promotion was effective. It implies that the consumers agreed
that the Effectiveness of the Television Advertisements of
Jollibee in terms of product promotion was effective. The lowest
mean of the result is 1.60 while the highest mean result is 2.65
Brand Awareness
Findings shows that the effectiveness of television

advertisement of Jollibee in terms of brand awareness has an
overall mean of 1.99 and a verbal description of A which means
agree. Therefore, the consumers agreed that the Effectiveness of
the Television Advertisements of Jollibee in terms of brand
awareness was effective. It implies that the consumers agreed
that the Effectiveness of the Television Advertisements of
Jollibee in terms of brand awareness was effective. The lowest
mean of the result is 1.92 while the highest mean result is 2.09
Product Recognition
The table illustrate that the Effectiveness of the

Television Advertisement of Jollibee in terms of Product
recognition was effective. It has an overall mean of 1.53 and
has a verbal description of which means Strongly Agree. It
implies that the consumers agreed that the Effectiveness of the
Television Advertisements of Jollibee in terms of product
recognition was effective. The lowest mean of the result is 1.69
while the highest mean result is 1.78
34
Brand Recall
The data above shows that the effectiveness of television

advertisement in terms of brand recall has an overall mean 1.88
which is effective because of a verbal description of A which
means agree. It implies that the consumers agreed that the
Effectiveness of the Television Advertisements of Jollibee in
terms of brand recall was effective. The lowest mean of the
result is 1.75 while the highest mean result is 1.98.
Table 3.A
McDonald
VERBAL
MEAN
DESCRIPTION
1 1pc. Chicken w/ Rice(Meals) 1.87 A
2 Spaghetti 2.06 A
3 Fries 1.44 HA
4 Burger 1.88 A
5 Float(Drinks) 1.63 HA
6 Sundae 1.59 HA
7 Kiddie Meals 1.96 A
Overall Mean 1.775714286 HA
Legend:
1.00 - 1.79 - Highly acceptable (HA)
1.80 - 2.59 - Acceptable (A)
2.60 - 3.39 - Moderately acceptable (MA)
3.40 - 4.19 - Unacceptable (U)
4.20 - 5.00 - Highly Unacceptable (HU)
35
Finding shows that McDonalds has an overall mean of

1.775714286 and a verbal description of HA meaning the
Acceptability of their fast food products were acceptable enough
for the consumers. The lowest mean of the result is 1.44 while
the highest mean result is 2.06. It implies that the consumer’s
acceptability of fast food products of McDonald’s is Highly
acceptable, so the consumers highly accept the fast food
products.
Table 3. B
JOLLIBEE
VERBAL
MEAN
DESCRIPTION
1 1pc. Chicken w/ Rice(Meals) 1.58 HA
2 Spaghetti 1.69 HA
3 Fries 1.97 A
4 Burger 1.75 HA
5 Float(Drinks) 2.19 A
6 Sundae 1.96 A
7 Kiddie Meals 1.93 A
Overall Mean 1.867142857 A
36
Legend:
1.00 - 1.79 - Highly acceptable (HA)
1.80 - 2.59 - Acceptable (A)
2.60 - 3.39 - Moderately acceptable (MA)
3.40 - 4.19 - Unacceptable (U)
4.20 - 5.00 - Highly Unacceptable (HU)
Table 3b indicates that the acceptability of Jollibee’s

fast food products was acceptable. As the data shows it has an
overall mean of 1.867142857 and has a verbal description of A
meaning acceptable. The lowest mean of the result is 1.58 while
the highest mean result is 2.19. It implies that the consumers
of Jollibee highly accept the fast food products.
Table 4.A
McDonalds
VERBAL
MEAN
DESCRIPTION
How often do you go to
this fast-food 2.09 SO
establishment
Legend:
1.00 - 1.99 - Often (O)
2.00 - 2.99 - Sometimes (SO)
3.00 - 3.99 - Seldom (SE)
4.00 - 4.99 - Never (N)
37
Participants were asked how often do they go and eat in

McDonalds. The findings show a mean of 2.09 and a verbal
description of SO meaning sometimes. It implies the customers
only go at McDonalds sometimes.
Table 4.B
JOLLIBEE
VERBAL
MEAN
DESCRIPTION
How often do you go
to this fast-food 1.96 O
establishment
Legend:
1.00 - 1.99 - Often (O)
2.00 - 2.99 - Sometimes (SO)
3.00 - 3.99 - Seldom (SE)
4.00 - 4.99 - Never (N)
Participants were asked how often do they go and eat in

Jollibee. The findings show a mean of 1.96 and a verbal
description of O meaning often. It implies The customers only go
often at Jollibee.
38
Table 5 A.1
McDonalds
Correlations
Age CEOP
Age Pearson Correlation 1 .242*
Sig. (2-tailed) .015
N 100 100
CEOP Pearson Correlation .242* 1
N 100 100
Correlations
Sex CEOP
Sex Pearson
1 .213*
Correlation
N 100 100
CEOP Pearson
.213* 1
Correlation
N 100 100
Correlations
Occupation CEOP
Occupation Pearson Correlation 1 .140
N 100 100
CEOP Pearson Correlation .140 1
N 100 100
39
Legend
** Highly significant (p≤ 0.01)
* Significant (p< 0.05)
ns Not significant ( p > 0.05)
The socio-demographics characteristics of the respondents

and their extent of patronage in McDonalds was shown in this
table. The researchers find out based on the results that the
respondent’s socio-demographic characteristics and their extent
of patronage has a significant relationship.it implies that age
and sex has a significant relationship to the customer’s extent
of patronage, while occupation has no significant relationship
with the customer’s extent of patronage.
Table 5 A.2
Jollibee
Correlations
Age CEOP
Age Pearson Correlation 1 .081
N 100 100
CEOP Pearson Correlation .081 1
N 100 100
40
Correlations
Sex CEOP
Sex Pearson Correlation 1 .240*
N 100 100
CEOP Pearson Correlation .240* 1
N 100 100
Correlations
Occupation CEOP
Occupation Pearson
1 .197*
Correlation
N 100 100
CEOP Pearson
.197* 1
Correlation
N 100 100
Legend

and their extent of patronage in Jollibee was shown in this
table. The table shows that the respondent’s age and their
extent of patronage has no significant relationship. However,
41
sex and the occupation of the respondents has a significant

relationship with the extent of patronage. It implies that sex
and occupation has a significant relationship with the
customer’s extent of patronage, while age has no significant
relationship with the customer’s extent of patronage.
Table 5. B.1
McDonalds
Correlations
Age AOFFP
Age Pearson
1 .126
Correlation
N 100 100
AOFFP Pearson
.126 1
Correlation
N 100 100
Correlations
Sex AOFFP
Sex Pearson
1 .214*
Correlation
N 100 100
AOFFP Pearson
.214* 1
Correlation
N 100 100
42
Correlations
Occupation AOFFP
N 100 100
AOFFP Pearson Correlation .111 1
N 100 100
Legend

and their acceptability of fast food products in McDonalds was
shown in this table. The table shows that the respondent’s age
and employment has no significant relationship with the
acceptability of fast food products while the respondent’s sex
and acceptability of fast food products has a significant
relationship. It implies that regardless of sex they accept the
fast food products being offered at McDonald’s, while occupation
and age has no significant relationship with the acceptability
of fast food products.
Among the variables, there has a significant relationship

established between the socio-demographic characteristics of the
respondents and customer’s extent of patronage in McDonalds. The
correlation indicates that the socio-demographic characteristics
of the respondents has a significant relationship with the
43
customer’s extent of patronage. It indicates that our hypothesis

is not accepted.
Table 5.B.2
Jollibee
Correlations
Age AOFFP
Age Pearson Correlation 1 .026
N 100 100
N 100 100
Correlations
Sex AOFFP
Sex Pearson Correlation 1 .096
N 100 100
N 100 100
Correlations
Occupation AOFFP

N 100 100
44

N 100 100
Legend

and the acceptability of fast food products in Jollibee was
shown in this table. The table shows that the respondent’s
socio-demographic characteristics has no significant
relationship to the acceptability of fast food products. This
implies that the socio-demographic characteristics has no
significant relationship with the acceptability of fast food
products in Jollibee.
From among the variables, there has a significant

relationship established between the socio-demographic
characteristics of the respondents and customer’s extent of
patronage in Jollibee. The correlation indicates that the socio-
demographic characteristics of the respondents has a significant
relationship with the customer’s extent of patronage. It
indicates that our hypothesis is not accepted.
45
Table 6.A
McDonalds
Correlations
ETVAds AOPFF
ETVAds Pearson
1 .393**
Correlation
N 100 100
AOPFF Pearson
.393** 1
Correlation
N 100 100
Legend
The Effectiveness of Television advertisements and

Acceptability of fast food products of McDonalds were shown in
this table. It shows that the Effectiveness of Television
advertisements has a highly significant relationship to the
Acceptability of fast food products. It implies that the
effectiveness of television advertisement of McDonald’s is very
effective because it has a highly significant relationship with
the acceptability of fast food products.
There’s a relationship established between socio-

demographic characteristics of the respondents and acceptability
of fast-food products in McDonalds. The correlation indicates
46
that the Socio-demographic characteristics of the respondents

has a significant relationship with the acceptability of fast-
food products. It indicates that the hypothesis created by the
researchers was not accepted.
Table 6.B
Jollibee
Correlations
ETVAds AOPFF
ETVAds Pearson
1 .321**
Correlation
N 100 100
AOPFF Pearson
.321** 1
Correlation
N 100 100
Legend

Acceptability of fast food products of Jollibee were shown in
this table. It shows that the Effectiveness of Television
Acceptability of fast food products. Same with McDonald’s,
Jollibee’s effectiveness of television advertisements is very
47
effective because it has a highly significant relationship with

Acceptability of Fast food products.

of fast-food products in Jollibee. The correlation indicates
Table 7.
McDonalds
Correlations
ETVAds CEOP
ETVAds Pearson 1 .275**
Correlation
N 100 100
CEOP Pearson .275** 1
Correlation
N 100 100
Legend
48

Customer’s extent of patronage in McDonalds were shown in this
table. It shows that the Effectiveness of Television
Customers extent of patronage. It implies that the effectiveness
of television advertisements of McDonald’s is very effective
because it has a Highly significant relationship with the
customer’s extent of patronage.
From among the variables, there is a highly significant

relationship established between the effectiveness of TV ads and
acceptability of fast-food products in McDonalds. It indicates
that the hypothesis created by the researchers was not accepted.
Also in the Jollibee the results in correlation indicates that
there is also a highly significant relationship. It indicates
Table 7.B
Jollibee
Correlations
ETVAds CEOP
ETVAds Pearson 1 .352**
Correlation
N 100 100
CEOP Pearson .352** 1
Correlation
N 100 100
49
Legend

Customer’s extent of patronage in Jollibee were shown in this
table. It shows that the Effectiveness of Television
Customers extent of patronage. Same with McDonald’s, Jollibee’s
effectiveness of television advertisements is very effective
because it has a highly significant relationship with the
customer’s extent of patronage.

customer’s extent of patronage in McDonalds. It indicates that
the hypothesis created by the researchers was not accepted.
Table 8.A
McDonalds
Correlations
CEOP AOPFF
CEOP Pearson
1 .351**
Correlation
N 100 100
AOPFF Pearson .351** 1
50
Correlation
N 100 100
Legend
The Customers extent of patronage and Acceptability of fast

food products in McDonalds were shown in the table. It shows
that the Customers extent of patronage and Acceptability of fast
food products has a highly significant relationship. It implies
that the customer’s extent of patronage has a highly significant
relationship with the acceptability of fast food products. So
customer’s extent of patronage has a direct effect on how the
consumers would accept the fast food products.
Table 8. B
Jollibee
Correlations
CEOP AOPFF
CEOP Pearson
1 .447**
Correlation
N 100 100
AOPFF Pearson
.447** 1
Correlation
N 100 100
51
Legend
The Customers extent of patronage and Acceptability of fast

food products in Jollibee were shown in the table. It shows that
the Customers extent of patronage and Acceptability of fast food
products has a highly significant relationship It implies that
the customer’s extent of patronage has a highly significant
relationship with the acceptability of fast food products. So
customer’s extent of patronage has a direct effect on how the
consumers would accept the fast food products.
From among the variables, there is a highly

significant relationship established between the customer’s
extent of patronage and acceptability of fast-food products in
McDonalds. It indicates that the hypothesis created by the
researchers was not accepted. Also in the Jollibee the results
in correlation indicates that there is also a highly significant
relationship. It indicates that the hypothesis created by the
52
Table 9.A
t-Test: Two-Sample Assuming Equal Variances

Difference in Product Promotion of McDonalds & Jollibee
Variable 1 Variable 2
Mean 2.178 2.064
Variance 0.413652525 0.300509091
Observations 100 100
Pooled Variance 0.357080808
Hypothesized Mean Difference 0
Df 198
t Stat 1.34898338
P(T<=t) one-tail 0.089441505
t Critical one-tail 1.652585784
P(T<=t) two-tail 0.178883009
t Critical two-tail 1.972017478
The table indicates the effectiveness of television

advertisements in terms of product promotion in McDonalds and
Jollibee. The result shows that there is no significant
difference between the effectiveness of television
advertisements of McDonalds and Jollibee in terms of product
promotion. It implies that the two leading fast food
establishments has no significant differences when it comes to
the effectiveness of television advertisements in terms of
product promotion.
53
Table 9.B

Difference in Product Recognition of McDonalds & Jollibee
Mean 1.77 1.742
Variance 0.479494949 0.442258586
Df 198
t Stat 0.291642374
P(T<=t) one-tail 0.385432696
P(T<=t) two-tail 0.770865392

advertisements in terms of product recognition in McDonalds and
advertisements of McDonalds and Jollibee in terms of product
recognition. It implies that the two leading fast food
the effectiveness of television advertisements in terms of
product recognition.
54
Table 9.C

Difference in Brand Awareness of McDonalds & Jollibee
Mean 2.046 1.99
Variance 0.483923232 0.51020202
Df 198
t Stat 0.561652213
P(T<=t) one-tail 0.287494089
P(T<=t) two-tail 0.574988179

advertisements in terms of brand awareness in McDonalds and
Jollibee. The result shows that there is a significant
advertisements of McDonalds and Jollibee in terms of brand
awareness. It implies that the two leading fast food
the effectiveness of television advertisements in terms of brand
awareness.
55
Table 9.D

Difference in Brand Recall of McDonalds & Jollibee
Mean 1.944 1.872
Variance 0.590771717 0.490117172
Df 198
t Stat 0.692535388
P(T<=t) one-tail 0.244706294
P(T<=t) two-tail 0.489412587

advertisements in terms of brand recall in McDonalds and
advertisements of McDonalds and Jollibee in terms of brand
recall. It implies that the two leading fast food establishments
has no significant differences when it comes to the
effectiveness of television advertisements in terms of brand
recall.
For table 9 (a, b, c, d) There is no significant difference

between McDonalds and Jollibee in effectiveness of TV ads in
terms of product promotion, product recognition and brand recall
but in brand awareness it has a significant difference. It
56
indicates that the hypothesis created by the researchers was

accepted.
Table 10

Difference in Acceptability of products in McDonalds & Jollibee
Mean 1.78 1.865714286
Variance 0.412871573 0.479414554
Df 198
t Stat -
0.907404942
P(T<=t) one-tail 0.182647863
P(T<=t) two-tail 0.365295726
The table indicates the differences in acceptability of

fast food products in McDonalds and Jollibee. The result shows
that there is no significant difference between the
Acceptability of fast food products of McDonalds and Jollibee.
It implies that the two leading fast food establishments has no
significant differences when it comes to the acceptability of
fast food products.
57
There is no significant difference between McDonalds and

Jollibee in acceptability of fast-food products. It indicates
that the hypothesis created by the researchers was accepted.
Table 11

Difference in customer's extent of patronage of McDonalds &
Jollibee
Mean 2.09 1.95
Variance 0.78979798 0.734848485
Df 198
t Stat 1.133818294
P(T<=t) one-tail 0.129120845
P(T<=t) two-tail 0.258241689
The table indicates the Customer’s Extent of patronage of

McDonalds and Jollibee. The results show that there is no
significant difference between the Customers Extent of patronage
of McDonalds and Jollibee. It implies that the two leading fast
food establishments has no significant differences when it comes
in Customers extent of patronage.

Jollibee in customer’s extent of patronage. It indicates that
the hypothesis created by the researchers was accepted.
58
SUMMARY, CONCLUSION, AND RECOMMENDATIONS
Summary
The study determined the effectiveness of television

advertisements acceptability level to fast-food products and
customer’s extent of patronage. All the respondents are
carefully chosen, all of them eats in Jollibee and McDonalds. A
total of 100 consumers who eats in that designated fast food
establishments responded to the study with survey questionnaire
as the main instrument. Data were gathered and analyzed using
descriptive statistics and correlation.
The study determined the effectiveness of TV ads and its

relation to the acceptability of fast-food products and
customer’s extent of patronage. A total of 100 consumers
responded to the study.
Below are the findings of the study:
Majority of the respondents had ages 17 years old

(40%). The mean age was 25.91. most of the respondents were
females (66%) and almost of them are students (59%).
The overall mean of McDonalds in effectiveness of TV

ads is 1.93 with a verbal description of A which means Agree .On
the other hand the Jollibee has 1.88 in effectiveness of TV ads
with also a verbal description of A .
Acceptability of fast-food products in McDonalds has

an overall mean of 1.7757714286 described as Highly Acceptable
59
(HA)and in Jollibee it has 1.867142857 as an overall mean and

described as Acceptable (A).
The customer’s extent of patronage of McDonalds has a

mean of 2.09 with a description of Sometimes (SO) and in
Jollibee has 1.96 as a mean and described as Often(O)
Among the variables, there has a significant

patronage in McDonalds. The correlation indicates that the
socio-demographic characteristics of the respondents has a
significant relationship with the customer’s extent of patronage.
It indicates that our hypothesis is not accepted.
From among the variables, there has a significant

patronage in Jollibee. The correlation indicates that the socio-
demographic characteristics of the respondents has a significant
relationship with the customer’s extent of patronage. It
indicates that our hypothesis is not accepted.

of fast-food products in McDonalds. The correlation indicates

of fast-food products in Jollibee. The correlation indicates
60


acceptability of fast-food products in McDonalds. It indicates

customer’s extent of patronage in McDonalds. It indicates that
the hypothesis created by the researchers was not accepted.

relationship established between the customer’s extent of
patronage and acceptability of fast-food products in McDonalds.
It indicates that the hypothesis created by the researchers was
not accepted. Also in the Jollibee the results in correlation
indicates that there is also a highly significant relationship.
It indicates that the hypothesis created by the researchers was
not accepted.

Jollibee in effectiveness of TV ads in terms of product
promotion, product recognition and brand recall but in brand
61
awareness it has a significant difference. It indicates that the

hypothesis created by the researchers was accepted.

Jollibee in effectiveness of TV ads in terms of product
promotion, product recognition and brand recall but in brand
awareness it has a significant difference. It indicates that the
hypothesis created by the researchers was accepted.

Jollibee in acceptability of fast-food products. It indicates
that the hypothesis created by the researchers was accepted.

Jollibee in customer’s extent of patronage. It indicates that
the hypothesis created by the researchers was accepted.
62
Conclusion
The following conclusions were made based on the summary of the

results.
First, the findings of this study will contribute for

better understanding of customer acceptance towards fast food
restaurant. With shift of current lifestyle in Cabanatuan city,
hence the selection criteria of a restaurant in Cabanatuan city
is important where it might benefit to the consumers but at the
same time television advertising plays an important role. In
today’s business, every company is having advertisement but how
creative they are and how good the advertisement reach the
audience is still crucial issues. At the end of this study, a
better understanding about the effectiveness of television
advertisements, acceptability level of fast food products and
consumer’s extent of patronage.
Majority of the respondents were female with a percentage

of 66% and had ages above 17 years and 59.00% classified as
students. The most commonly used method for identifying the
effectiveness of TV ads in both fast food establishments are
through brand recognition with the mean of 1.74 for Jollibee and
1.76 for McDonalds which both described as strongly agree. There
were no differences observed on effectiveness of television
advertisements to the consumers according to their gender. In
the acceptability of fast-food products, Jollibee has an overall
mean of 1.87 described as acceptable and McDonalds has an
overall mean of 1.78 described as highly acceptable. That shows
McDonalds were dominated in terms of acceptability of the
63
products. In the customer’s extent of patronage, McDonalds

dominated by Jollibee in terms of the customers that often go to
their restaurant with the overall mean of 1.96 described as
often. The researchers concluded based on the results that
McDonalds and Jollibee has no significant differences in their
acceptability of fast-food products and customer’s extent of
patronage.
64
Recommendation
The researchers recommend to any researcher considering a

similar study, that the more detailed quantitative approach in
the form of a survey of through the use of questionnaire would
be beneficial to get more comprehensive interpretation of the
needs and expectations of the current study and to measure the
effectiveness of television advertisements, acceptability level
of the fast food products and customer’s extent of patronage.
The following are the researcher’s recommendations as result of
this study:
 The researchers recommend to the future researcher to add

civil status in the socio-demographic characteristics for it
might have a relationship between the other variables.
 Also the researchers recommend to think of other possible
variables that can be correlated to the effectiveness of TV ads
in order for the study to be more reliable. Example of it are
satisfaction level of consumers
 The Fast-food business owners are recommended to exert more
effort in constructing their advertisements in order to gather
more customers
65
REFERENCES
MA and LIU 2010, http://www.diva-

portal.org/smash/get/diva2:325368/FULLTEXT01.pdf
LIM, YAP and LAU 1991,

https://www.researchgate.net/publication/287509406_The_
effectiveness_of_online_advertising_in_purchase_decision_Liking_
recall_and_click
SIMMONDS, https://rosssimmonds.com/20-books-read-job-
advertising/
COLLINS DICTIONARY , 2018

https://www.collinsdictionary.com/dictionary/english/fast-food-
chain
ANON. 2016 https://www.ukessays.com/essays/marketing/influence-

of-television-advertising-of-fast-food-marketing-essay.php
https://www.google.com.ph/url?sa=t&source=web&rct=j&url=http://s
hodh.inflibnet.ac.in:8080/jspui/bitstream/123456789/681/2/02_syn
opsis.pdf&ved=2ahUKEwjd1Mz1u-
7bAhVDzmEKHeA7D0AQFjAAegQIBBAB&usg=AOvVaw173-A8n1yUmEbuMibC8qgO
RAJPAL,2010
http://edition.cnn.com/2010/WORLD/europe/09/22/power.of.
advertising/ advertising /index.html
MARKMAN ,2010 https://www.psychologytoday.com/us/blog/ulterior-

motives/201008/what-does-advertising-do
66
FEDERAL LAW OF THE RUSSIAN FEDERATION “About advertising” from

13.03.2006. Available:
http://www.linklaters.com/Publications/Publication1403Newsletter
/Publicatio nIssue20061031/Pages/PublicationIssueItem1766.aspx
FEOFANOV, O. 2004. Tutorial: “ADVERTISING. NEW TECHNOLOGIES IN

RUSSIA ”. Available: http://evartist.narod.ru/text3/11.htm .
Accessed 2000
FINNISH ADVERTISING COUNCIL, TNS GALLUP, AD INTELLIGENCE 2014.

Available: http://www.emarketer.com/Article/Finlands-Digital-Ad-
Spending-Climbed68-2013/1010593
67
APPENDIX A
Republic of the Philippines

Department of Education
Region III
Division of Nueva Ecija
Nueva Ecija Senior High School
Cabanatuan City
EFFECTIVENESS OF TELEVISION ADVERTISEMENTS OF FAST FOOD

ESTABLISHMENTS, ACCEPTABILITY LEVEL OF FAST FOOD PRODUCTS AND
CUSTOMER’S EXTENT OF PATRONAGE
(I)INSTRUCTION: Fill in and check the following
PART I: Socio-demographic Characteristics.
NAME
(Optional): _____________________________________________________.
AGE: _______
SEX: ( ) Male ( ) Female
CLASSIFICATION :( )Student ( ) Worker ( ) Non-worker
(II)INSTRUCTION: Write the Number on the appropriate box after each

statement that correspond your answer to each leading fast-food
establishment. These will be rated as:
1- Strongly Agree
2- Agree
3- Moderately Agree
4- Disagree
5- Strongly Disagree
68
PART II: Effectiveness of Television Advertisements in terms of :
 A. Product Promotion
Effectiveness of Television Advertisements in Leading Fast-food

terms of Product Promotion Establishments
Jollibee McDonalds
1. With the use of Television Advertisement,
I can recognize their product.
2. I can easily recognize of the products

that are being televised and promoted.
3. There is no difference between the

products that are being televised and the
actual product.
4. I am persuaded by the way they advertise.
5. Television advertisements influence my

buying behavior.
 B. Brand Awareness

terms of Brand Awareness Establishments
Jollibee McDonalds
1. They often advertise their product and I
am much aware of that.
2. I am quite knowledgeable about their

brand.
3. I can recognize their brand through

their logo.
4. I am aware of their best seller

products.
5. I am aware of the popularity of their

Brand.
69
 C. Product Recognition

terms of Product Recognition Establishments
Jollibee McDonalds
1. I am able to recognize their product.
2. I am able to recognize the quality of the

product.
3. I am able to recognize the popularity of

the product.
4. I am able to recognize the brand logo.
5. I can recognize their product that is

being advertised.
 D. Brand Recall

terms of Brand Recall Establishments
Jollibee McDonalds
1. I always remember this fast food
establishment because I often eat there.
2. I am very much aware of the price of the

products that I usually eat in these fast
food establishments.
3. I remember this fast food establishment
whenever I see the product that they
have.
4. I always think of this brand whenever I
want to eat at a fast food establishment.
5. I always remember this brand because I

often see it on the television.
70
PART III: Acceptability level of fast-food products
INSTRUCTION: Rate the following fast-food products. The answers will

be based in the following:
1- Highly acceptable
2- Moderately acceptable
3- Acceptable
4- Unacceptable
5- Highly Unacceptable
Leading Fast food Establishments

Fast-food Products
Jollibee McDonalds
1. 1pc. Chicken w/
Rice(Meals)
2. Spaghetti
3. Fries
4. Burger
5. Float(Drinks)
6. Sundae
7. Kiddie Meals
71
PART IV: Customer’s extent of Patronage
INSTRUCTION: Write the Number on the appropriate box based on how

often you go to these fast-food establishments. These will be rated:
1- Often (4-above/month)
2- Sometimes (Twice month)
3- Seldom (Once a month)
4- Never (0)
Leading Fast food Establishments

Customer’s Extent of Patronage
Jollibee McDonalds
1. How often do you go to this

fast-food establishment?
72
APPENDIX B
Republic of the Philippines
Department of Education
DIVISION OF NUEVA ECIJA
Burgos Avenue, Cabanatuan City
August 2018
MR. SERGIO B. GONZALES
Secondary School Principal II
Dear Sir:
Greetings!
We are Accountancy, Business Management 12-A students who are at presently conducting our
research entitled “Effectiveness of Television advertisement, Acceptability of fast food products and
Customer’s Extent of patronage” as part of our subject requirement in Practical Research II at Nueva
Ecija Senior High School, Cabanatuan City, Nueva Ecija.
May we request your permission to administer the questionnaire to selected Senior High School
students in our school. This study is concerned with the relation of the effectiveness of fast-food TV ads
to the acceptability level and patronage of the consumer and respondents.
Thank you in anticipation for your favorable consideration to this request, which will surely
contribute in making this study a success.
Very truly yours, Approved by:
RODELLE FRANCIS A. MUDLONG MR. SERGIO B. GONZALES

Secondary School Principal II
CHARLES BRIAN B. RILLON MR. JOSE A. FABRICANTE JR., Ph.D

Practical Research II Teacher
JASMINE C. DELA CRUZ
ROBEE Y. MENDOZA
Researchers
73

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1

Fast food establishments specialize in preparing a quicker

This chapter describe the background of the study,

This section is important because it will provide

Background of the Study

In the world of business industry, business owners are

Acceptability and preference increase or decrease overtime,

Kotler (1990:450) “Advertising is undertaking to increase

identified sponsor or an art of creating awareness of a specific

Advertisement is can carried out through Radio, Television,

Statement of the Problem

Fast food is a popular business. Many investors tried to

In the time where modern world was born, technology arises

Objectives of the study

The study aims:

1.To determine the socio-demographic characteristics of the

2.To determine the effectiveness of TV ads of McDonalds and

3.To determine the customer's acceptance of fast-food

4.To determine the extent of patronage of the customers in

5a. To determine if there is any relationship between

5b. To determine if there is any relationship between

6.To determine if there is any relationship between the

7.To determine if there is any relationship between

8.To determine if there is any relationship between the

9.To determine the difference of the effectiveness of

10.To determine the differences of McDonalds and Jollibee

11.To determine the difference between the customers’

Hypotheses of the study

1. There is no significant relationship between socio-

2. There is no significant relationship between socio-

3. There is no significant relationship between the

4. There is no significant relationship between the

5. There is no significant relationship between effectiveness

6. There is no significant difference between McDonalds and

7. There is no significant difference between McDonalds and

8. There is no significant difference between McDonalds and

Significance of the Study

This section contains the theoretical and practical reasons

TV advertisement can be powerful tool to a business to gain

The researchers conduct this study to further understand

television advertising. This research study benefits the

 Fast food Owners

 It will help them know the power and usefulness of TV

 For the consumers to have an idea on how TV

This section contains the conceptual and operational

Brand awareness refers to the extent to which customers are

Brand recognition is a feature on the road to brand awareness.

Brand recall is the other component to brand awareness. It is

 Acceptability of fast-food products

host of expectations that are based on previous experience,

 Fast food chain

 Fast food business owners

In this section, the related literatures are related to the

Socio Demographic Characteristics include, for example, age,

An advantage of critical gerontology and age studies how

requires careful observation and participation, discourse

According to (William, Donna ,Roy &Shirley, 1981 of

In one sense, age serves as a general indicator of

Age is also a component of the family life cycle, carrying

Sex refers to a set off biological attributes in humans and

A job or occupation, is a person’s role in the society more

Advertising is a non-personal paid form where ideas, concepts,

Advertising is a powerful and persuasive machine. It is an

subject that cannot be ignored in our day to day life; in fact