“The Perception of Filipino Consumer towards the Effectiveness of Product

Testimonials”

In Partial Fullfilment of the Requirements for the Degree of Bachelor of Science in

Business Administration Major in Marketing

by:

Malabanan, Roselle G.

Mojar, Mico

Palaña, Grace Joy

Aranez, Michelle I.

Barsaga, Alma R.

Galera, Samantha Trisha H.

Presented to:

Mian Rayray, PhD

December, 2019

1
Table of Contents
Abstract..............................................................................................................................3
CHAPTER I........................................................................................................................3
Introduction........................................................................................................................3
Background of the Study................................................................................................5
Statement of the Research Problem..............................................................................5
Purpose of the Study......................................................................................................6
Objectives of the Study..................................................................................................6
Research Questions.......................................................................................................7
CHAPTER II.......................................................................................................................8
REVIEW OF RELATED LITERATURE.............................................................................8
Foreign Literature...........................................................................................................8
Conceptual Framework................................................................................................10
CHAPTER III....................................................................................................................11
METHODOLOGY............................................................................................................11
Research Design..........................................................................................................11
Participants of the Study..............................................................................................11
Research Instrument....................................................................................................11
Data Analysis................................................................................................................11
CHAPTER IV...................................................................................................................13
RESULT AND DISCUSSION..........................................................................................13
CHAPTER V....................................................................................................................19
RESEARCH FINDINGS...................................................................................................19
Research Findings.......................................................................................................19
Conclusions..................................................................................................................20
Recommendations.......................................................................................................20
Bibliography.....................................................................................................................22
Appendix..........................................................................................................................23

2
Abstract

The present study investigated the Perception of Using a Product Testimonials in

Advertising towards Filipino Consumer, it aimed to determine demographic in terms of
gender, age, marital status and employment status to be able to identify the
effectiveness of product testimonials.

In order to get the answer of the study, the researchers provide 10 questions
using a google form survey and ask the 100 respondents ages 15 to 40 years old that
was given to random people through online.

In regard to the study, the researchers come up with the result that using a
Product Testimonials is definitely effective in advertising campaign most especially in
Filipino consumer. The result shows that critics review is the most believable,
trustworthy and accurate in providing testimonials in facebook. The brand name/
popularity and particular qualities are the best factors when it comes to purchase the
product.

CHAPTER I

Introduction

Advertisement, also called ad, a public announcement—generally print, audio, or

video—made to promote a commodity, service, or idea through various media, including
billboards, direct mail, print magazines and newspapers, radio, television, and the World
Wide Web. On average, people are exposed to 5,000 ads per day.

According to A. Guttmann (November 2019), mobile internet advertising is the

fastest growing medium on the global ad market. In 2018, mobile ad spend worldwide
amounted to roughly 159.9 billion U.S. dollars and it is expected to grow further to 250.5
billion by 2021.

With regard to print media, there has been a decrease in the advertising
expenditure on both newspapers and magazines, and industry forecasts are not kind to
the future of print media. In 2018, global spending on magazine ads amounted to 26.8

3
billion U.S. dollars, but it is believed to drop to 21 billion in the next three years. At the
same time, newspapers will not fare any better, with investments in ads declining from
47 to 40 billion U.S dollars. Again digital media counterparts are disrupting the market
and drawing the focus away from traditional media.

The global TV advertising spending in 2018 amounted to 182 billion U.S. dollars
and it is expected to decrease, albeit slowly, to nearly 178 billion dollars by 2021.
Central and Eastern Europe together with Latin America are the only two regions
expected to see growth in TV investments in the measured period. Global radio
advertising is projected to slightly grow between 2018 and 2021, by roughly one billion
U.S dollars, mostly due to development of digital formats.

But with digital advertising, spending worldwide was estimated at 333.25 billion
U.S. dollars in 2019. The sector is growing at an impressive rate and is expected to
surpass 517 billion dollars in 2023. In 2018 fiscal year, American multinational
technology company Google generated 116 billion U.S. dollars in revenue from digital
advertising. Comparatively, Facebook and Twitter made 55 and 2.6 billion U.S. dollars
on ads respectively.

North America is the region that invests most in the sector, followed by Asia and
Western Europe. Middle East and Africa as well as Central and Eastern Europe spend
the least. The largest ad market in the world, the United States, invested more than 229
billion U.S. dollars in advertising in 2018, while China, second in the ranking, invested
less than half of the amount in the same period.

In the Philippines, ad spending in the Social Media Advertising segment amounts

to US$89m in 2020. Ad spending is expected to show an annual growth rate (CAGR
2020-2023) of 7.4%, resulting in a market volume of US$110m by 2023.

The Philippines actually stand among the frontline digital economies in the
region. With over 33 million users, the country is the second highest ranking in
Southeast Asia and the 6th in the whole of Asia in terms of Internet users according to
the Asia Digital Marketing Association (ADMA) and the Internet World statistics.

4
 Clearly, the Philippines has a very substantial digital marketing ecosystem that is
set to grow exponentially to twice its size now by the year 2016 according to Julian
Persaud, Google’s Managing Director in Southeast Asia. This is a very important fact to
consider, particularly for business owners trying to explore the effectiveness of investing
in digital marketing in the Philippines.

Background of the Study

In the internet era, all kinds of word-of-mouth marketing, articles posted on social
websites (e.g. Facebook and Twitter), and blog writers, have particularly become the
best advertising media and have affected the life of all the people. This type of
advertisement is generally called endorsement and testimonial advertising. Because
this form of advertisement is made through the opinion expression and recommendation
of a third party, it is different from the advertising marketing approach of traditional
advertisers.

Purchasing through virtual market is different from the process that takes place in
the traditional market. In this market, things are less tangible and more threatening.
Therefore, trust becomes crucial and it is established in a different way. In terms of the
influence on consumer, endorsement and testimonial advertising can easily gain more
trust of consumers and facilitate consumers’ decision on purchasing products and
services.

This study examined the effect of testimonials on the level of trust in Filipino
consumers and if it has any effect in either a positive or negative way. It also examined
the impact of video testimonials on product touch level whether it can really boost the
brand awareness and sales as well as how these testimonials impact on the retentive
memory of the consumers.

5
Statement of the Research Problem

1. To find out if use of testimonials in advertisement persuades the consumers to

actually buy the products.

2. To know how effective the written testimonials versus video testimonials

3. To learn the factors covered in the testimonials being considered by

consumers in buying the product

4. To find out if the presence of these testimonials has any impact in the retentive
memory of the consumers.

Purpose of the Study

Product Testimonials in advertising has a big impact in buying behavior of the

consumers that will serve as a tool to the advertisers and for them to improve the
advertisements campaign as well as to provide more satisfaction to the consumers.

This research aims to help the following:

 Student – for them to use this study as their reference for their future research.
 Advertisers- it help the advertising agencies and professional advertisers in
planning their advert campaigns.
 Business owner –it help them to come up with better ideas to sell their products
and be aware with what consumes’ wants and needs. This will be guide to make
strategies that lead to more successful business.

Objectives of the Study

The researchers aimed to attain the following objectives:

1. To determine the profile of the respondents.

2. To aimed at examining the extent to which consumers can be influenced by the
use of testimonials in advertising.

6
 3. To determine if the use of testimonials can make the consumers purchase a
product.

Research Questions

This research will be used to investigate the following question that is likely to
arise because of the use of testimonials in advertising and the effect they have on
consumers buying behavior.

1. Do consumers remember advertised product that featured a testimonial more than

that without a testimonial?

2. Does testimonial use have any impact on consumer’s buying pattern?

3. Does the use of testimonials increase the credibility other products?

7
 CHAPTER II

REVIEW OF RELATED LITERATURE

Foreign Literature

A research conducted by Martin, Wentzel and Tomczak (2008) found that the
effectiveness of testimonials depends on the degree to which consumers are influenced
by normative pressure and the quality of the product features highlighted. Results
showed that people influenced by peer pressure place a greater emphasis on the
testimonial than on the attribute information. In contrast, people who ignore the opinions
of others are more influenced by attribute information.

There is also a study published in Psychological Science (2017) saying that in

choosing products, if you were to give a choice between two similar products, most
people will choose the one with the most online reviews. Psychological Science also
added on their study, which is titled Association for Psychological Science, that people
tend to favor a product that has more reviews, even when it has the same low rating as
an alternative product.

While according to the study of FanandFuel titled No Online Customers Reviews

Means Big Problem (2017) found that 97% of customers say that online reviews
influence their buying decisions. Hesitation will come in from a customer if a product has
no any reviews. The study got 92% of the people agreed to this. They've also said that it
is rea7much better for a testimonial to have written reviews rather than just the start
ratings and number ratings. On the other hand, if a product has a review but have just
one negative feedback about the product purchased, people would be decided not to
buy it, said by 35% people surveyed.

According to BrightLocal, which recently published the 2017 version of its Local
Consumer Review Survey, 85% of consumers trust online reviews as much as a
recommendation from a friend or family member, above all other forms of advertising.
The study also found that positive reviews help 73% of consumers trust businesses

8
more. This makes online reviews one of the most trusted sources of brand information
and messaging.

A new study published by Harvard Business Review suggests that it is

continuously more important for customer service and marketing (which traditionally
manages a company’s social media channels and website) to work hand-in-hand to
respond quickly to online reviews and customer concerns. This should be the case
whether the reviews originate on the company’s website or other platforms like
Facebook and Twitter.

A study entitled 4 of the Biggest Factors That Affect Customer Purchase

Decisions, May 2018 by Shane Barker includes Social Proof and Authority as part of the
4 factors. Under Social proof, it is said that these can influence the decisions of potential
customers to choose a product. Almost 90% of customers like to read an online review
before making any decision on whether or not to buy a product. The objective of social
proof is to showcase that consumers are using and also loving your product. Just like
reviews or testimonials, images of products also play an important role in people’s
purchasing decisions. The way a product looks can hugely impact sales. When a
consumer is shopping, the factor that can quickly help them decide to make a purchase
is a product image. According to the Big Commerce product photography guide, people
look for proof of a product’s quality and value when they’re viewing a product page. And
the quality of the product image testifies for the quality of the product.

While under authority, consumers often look to experts for tips and advice. And
being obedient to authorities is something that is embedded in us since childhood.
When a famous influencer has given positive feedback about a product or service,
putting it on the pricing page or landing page will definitely increase your sales. Any big
celebrity, sports player, or thought leader that your target customers believe in can be a
good choice to represent your brand. If a brand is promoting a food product, for
instance, they could collaborate with professional chefs who could sway the target
audience.

9
Local Literature

Filipino Centennials: A new breed of shoppers (2019) by Bong R. Osorio of

Philippine Star. Centennials are also called Generation Z, they were born from the mid-
1990s, they consider social media a valid shopping platform. They prefer branded
online stores like Lazada. They were called the "Short Listers" - this means they use
online research to review opinions and do selections. The majority of surveyed
consumers agreed that they can find better choice online, making it easier for them to
review options, product variables and make an informed decision. The top three online
information sources used are written reviews, brand websites and video reviews.
Search engines come in fourth. With such easy access to product and price information,
consumers are quickly able to assess different options and make decisions based on
reviews, brands, prices, shopping platform (ease, availability, payment options and
fulfillment variables come in). The challenge to brands is how to stand out to ultimately
be chosen through the selection process. Filipino centennials are likely to move
independently. If it would be easier for them to decide what to buy, without any pressure
or getting to a feeling of being pushed to buy something personally, they would
definitely choose to buy online rather than store. With less effort and more assurance
with reviews and feedbacks.

Conceptual Framework

The Perception of Filipino

Consumer towards the
Effectiveness of Product
Testimonials

Dependent Variable Independent Variable

 Age: respondents years old  Behavior of the consumers

from 15 to 40 towards Product Testimonial
 Gender: Male and Female  Response of participants
10
 CHAPTER III

METHODOLOGY

Research Design

The researchers used descriptive method of research because it helps to

identify and determine the effectiveness of using testimonials before buying a product.
In this study, the researchers used article, internet and journals to gather additional
information. The information gathered by researchers from the additional information
was used to formulate the questions in the survey to get the objective of the study
answered.

Participants of the Study

The survey questionnaire was given to random people with a total of 100
respondents. The researchers used for the survey was Purposive Sampling answered
by 100 respondents that were used looking or had experience for looking testimonials
before buying a product.

Research Instrument

The instrument used in research was the questions made by researchers and
was being approved by a professor to prove the used and effectiveness of testimonials
with the help of Convenience Sampling. It has 11 questions in total that respondent
answered by their choice or depending on experience they had for using testimonials.

Data Analysis

The data was analyzed through the application of descriptive statistics using
percentage, mean and liker scale. The researchers used the following in order to come
up with an organized result.

The percentage is calculated by dividing the frequencies of response against the

total number of responses and be multiplied by 100. This method was applied in the first

11
and second part of the questionnaire concerning the demographics, factors and
preferences of the customers.

Mean is computed by summing up each value of the questions and will be

divided by the total number of respondents whereas the standard deviation is measured
by the average distance between the values of the data in the set and the mean. This
method was applied in the third part of questionnaire concerning the perception in
effectiveness.

Liker was used for verbal interpretation

Mean Value Verbal Interpretation

3.25- 4.00 Strongly Agree

2.50- 3.24 Agree

1.75- 2.49 Disagree

1.00- 1.74 Strongly Disagree

12
 CHAPTER IV

RESULT AND DISCUSSION

I. Demographics

Ages:

N=100
35%
30%
25%
20% 34%
15%
19% Ages
10% 14% 15% 17%
5%
1%
0%
lo
w -2
0
-2
5
-3
0
-4
0
o ve
be 16 20 25 30 ab
d d
an an
ld ld
so so
ar ar
ye ye
15 40

Result:

34% of the respondents’ are ages 20 to 25 years old while ages 15 years old and
below got 19%. The 30 to 35 years old got 17% and the 25 to 30 years old got 15%.
The ages ranging 16-20 years old got 14% and the 40 years old and above got the
lowest percentage of 1.

13
Gender:

Male
Result:
Female
Among 100 respondents’
42% 58% are female while 42%
are male.

58%

Marital Status:

1% 1%
Result:
Single / never
married
24% 74% of the respondents are
Married single while 24% are
married. The widowed and
Widowed separated got the same
Divorced
percentage of 1.

Separated

74%

14
Occupational Status:

Employee for
wages
23% Self-employed Results:
Out of work and
looking for work Most of the respondents’
Student are Employed which got
60% while 23% of them are
the students. The 12% are
12% unemployed and the other
60%
5% are self-employed.

5%

II. Factors and Preferences

15
Factors I consider in purchasing a product.

Pricing/Promotions 64%

Reputation/Testimonials 62%

Packaging 26%

Product Placement/Availability 31%

Brand Name/ Popularity 68%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Result:

The graph shows the factors that the respondents considered in purchasing a
product. Most of the respondents focus on Brand Name / Popularity which got 68%.
The Pricing / Promotions got 64% while the Reputation/Testimonials got 62%. The
31% of the respondents choose the Product Placement / Availability and the other
26% choose the Packaging.

Things I want to know about the product from testimonials before purchasing.

16
 Availability 33%

Current promotions/ discount 42%

Price 66%

Particular Qualities 68%

Special Feature 67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Result:

While this graph shows the things that they want to know about a product from a
testimonial before purchasing. The particular qualities got 68% which got the
highest, followed by Special feature which got 67%. The Price got 66% while the
some of the respondents must preferred on Current promotions / discount which got
42% and the availability got 33%.

For me, the most believable, accurate and trustworthy when it comes to providing
testimonials

17
 1.4
Results:

This graph shows the most

Vloggers/ Bloggers trustworthy, admirable and
3.2 Customer feedback believable when it comes to
Critic’s review testimonials. Most of the
8.2 respondents must focus on
Customer feedback which
got 64%, while the 21%
choose the critics review,
and Vloggers/Bloggers got
15%.
.

Social media platforms I consider looking for testimonials.

50%
Product Website

16%
Instagram

43%
Youtube

57%
Facebook

0% 10% 20% 30% 40% 50% 60%

Results:

18
 For this graph, it shows where the respondents often look for a testimonials
before purchasing the product. Facebook got the highest of 57% followed by Product
website which has a 50%. Youtube got 43% while the Instagram got 16%.

III. Effectiveness

Standard Verbal
Questions Mean Deviation Interpretatio Rank
n
1. Reading reviews about
the product persuade me to 3.35 0.52 Agree 1
buy it.
2. Trust in online reviews is
more important than 2.57 0.44 Agree 6
personal recommendations.
3. Video testimonials are
easy to understand than 3.13 0.26 Agree 2
written testimonials.
4. Interviews with ordinary
people in TV ads persuade 2.86 0.32 Agree 3
me to trust the product.
5. It convinces me more to
buy a product when a 2.58 0.51 Agree 5
celebrity promotes and
provide testimonials on it.
6. Video testimonial in TV
Ad’s keeps me to use the 2.79 0.57 Agree 4
same product.

Overall Total 2.88 0.43 Effective

CHAPTER V

RESEARCH FINDINGS

19
Research Findings

The majority of the respondents are females, single and unmarried, employed for
wages and age bracket ranging from 20 to 25 years these are millennials whose claim
that social media has helped introduce them to new brands. By 2006, Facebook and
Twitter both became available to users throughout the world. These sites remain some
of the most popular social networks on the Internet. Millenials like to buy from brands
they ‘like’ on Facebook or follow on Twitter. Facebook alone influences millennials’
purchasing decisions more than any other channel — clear evidence of the power of
word-of-mouth marketing in mass more conscious about the effectiveness of using
product testimonials in advertising.

In terms of factors that they considered when purchasing products, the majority
of the respondents choose the Brand Name and Popularity. Particularly checking the
Qualities are the things they want to know about the product from testimonials before
purchasing. When it comes to choosing a product brand, they’re most preferred Video
Testimonial by watching Vlog on Youtube. Their most trustworthy, admirable and
believable are the updates of Vloggers. Social media platforms consider looking for
testimonials is on Facebook.

The study found out that written and video testimonials are definitely effective to
the consumers when they purchasing a product. Also, the results confirmed that the
written and video testimonials can be more helpful to the capabilities of the company.

Clearly, social media is having a positive influence on business. The effect of

technology-related trends on businesses and companies believe social media is
impacting their businesses. A robust social strategy is a must have for experiential
marketing and killer digital experiences.

Conclusions

As an overall conclusion testimonials have been a tried and tested advertising

measure for many years, and if used properly, can have considerable impact. They are

20
especially effective in e-commerce, as customers are usually much more inclined to
research and seek out reviews than they would be in a retail store.

Receiving customer feedback is very crucial because it lets you know the
effective and non-effective things you’re doing in the business. Finding out what your
clients think is the only way that you can give them the best customer experience. Use
the feedback to adjust how you do business and satisfy your clients’ needs more
effectively. Glowing endorsements not only boost your brand and advertising, they
boost the spirit of your employees and clients.

Credibility is essential to the success of every business. Strategic and intelligent use
of testimonials can go a long way in promoting a firm. The more online visibility and
stronger reputation a business have and continue to maintain, the stronger it will
become.

Recommendations

Based on the findings and the conclusions presented, the researcher has arrived
the following recommendations:

1. Give them some guidelines, on the screen, testimonials seem simple, but
remember that most people are not used to writing they think it will be a time consuming
process. So make it easier for them by giving them some guidelines or examples of
what other people may have written.

2. Building trust. Always try to post a photo, full name and, if applicable, website
address or business name. This give the client/customer exposure and more credibility.

3. No end benefits. Testimonials are not just a good way of selling services, but
also give you, the business owner, a fresh perspective on what you do and what you
are selling. And don’t use negative comments on your site, but as a guide to find areas
where you can improve your business or locate flaws.

21
4. Sincerity, Honesty and Self-restraint in practicing advertising profession. In order
to build confidence over the audience, all constituent of the advertising industry should
be sincere and honest in implementing and framing of self-regulatory laws.

5. There should be constant advertising research so that new ideas can be

incorporated and outdated ideas can be dropped. Research should be a continuous
process subject to new challenges all the time. Changing buying motives and habits,
competitive environment, legal constraints, demographic and social factors stress the
need for advertising research.

6. There should be adaptability in the vision of all constituent of advertising industry.

They should look the industry from the global angle. They should adapt their practices in
the light of global changes. This global approach in their work will open new vistas for
advertising industry.

7. More creative and innovative ideas should be brought in the industry for
implementation.

Bibliography

22
References

Mikulak,A. (2017). People Favor Highly Reviewd Products, Even When They
Shouldn’t. https://www.eurekalert.org/pub_releases/2017-08/afps-pfh082117.php

Barker, S (2018). 4 of the Biggest Factors That Affect Customer Purchase

Decision, https://www.searchenginepeople.com/blog/4-biggest-factors-affect-
customer-purchase-decisions.html?
fbclid=IwAR0JKtM0uRJQnYtd087DuPTM81GqFpBuC8l6XNFro7toMZUnNX122k
NUxZo

Osorio.B.R (2019). Filipino Centennials.

https://www.philstar.com/lifestyle/business-life/2019/03/25/1904148/filipino-
centennials-new-breed-shoppers

Daniel Chukwudi

Richard, O. E. (2012) Testimonial. Retrieved June 2012, from

https://en.m.wikipedia.org/wiki/Testimonial#/issues/0

Anna, M. (2017) People favor highly reviewed products, even when they
shouldn't. Retrieved August, 21 2017, from
https://www.eurekalert.org/pub_releases/2017-08/afps-pfh082117.php

Appendix

23
 University of De La Salle Dasmariñas
College of Business Administration and
Accountancy
Advertising and Media Research

January 7, 2020

Dear XXXXX
English Professor
De La Salle University - Dasmariñas

Sir:

Warmest Greetings!

The undersigned are the Night College Students of De La Salle University-Dasmariñas,

4th year taking up Bachelor of Science in Business Administration major in Marketing
Management and are currently enrolled in Advertising and Media Research.

In view of this, we are willing to request in your good office that we are chosen you to be
one of the grammar valuators’ for our research study entitled “The Perception of
Filipino Consumer towards the Effectiveness of Product Testimonials”. Thus, we
strongly believe that your knowledge, guidance and expertise will be valuable in the
success of our research study.

Attached herewith is a copy of our research study.

Thank you very much for your time and cooperation.

Very truly yours,

Aranez, Michelle
Barsaga, Alma Ms. Mian D. Rayray
Galera, Samantha Trisha Marketing Professor
Malabanan, Roselle
Mojar, Mico
Palaña, Grace Joy

24
 University of De La Salle Dasmariñas
College of Business Administration and
Accountancy
Advertising and Media Research

January 7, 2020

Dear Nelda A. Nacion, PhD.

Business Statistics Professor
De La Salle University – Dasmariñas

Madam:

Warmest Greetings!

The undersigned are the Night College Students of De La Salle University-Dasmariñas,

4th year taking up Bachelor of Science in Business Administration major in Marketing
Management and are currently enrolled in Advertising and Media Research.

In view of this, we are willing to request in your good office that we are chosen you to be
one of the statisticians’ for our research study entitled “The Perception of Filipino
Consumer towards the Effectiveness of Product Testimonials”. Thus, we strongly
believe that your knowledge, guidance and expertise will be valuable in the success of
our research study.

Attached herewith is a copy of our research study.

Thank you very much for your time and cooperation.

Very truly yours,

Aranez, Michelle
Barsaga, Alma Ms. Mian D. Rayray
Galera, Samantha Trisha Marketing Professor
Malabanan, Roselle
Mojar, Mico
Palaña, Grace Joy

25
“The Perception of Filipino Consumer towards the Effectiveness of Product
Testimonials”

December 23, 2019

Dear Respondents:

Greetings!

We are the Marketing students of College of Business Administration and Accountancy

(CBAA) of De La Salle University – Dasmariñas who are enrolled in Advertising and
Media Research. Presently, we are conducting a study entitled “The Perception of
Filipino Consumer towards the Effectiveness of Product Testimonials”.

In the regard, we are asking for your precious time, and effort to answer all the
questions in the questionnaire that are important and helpful for the completion of the
study.

Rest assured that all data gathered from you will be kept in the highest level of
confidentiality.

Your positive response in this request will be valuable contribution for the success of the
study and will highly appreciate.

Thank you very much for your cooperation.

Respectfully Yours,

Roselle Malabanan
Grace Joy Palana
Ms. Mian D. Rayray
Michelle Aranez
Marketing Professor
Samantha Trisha Galera
Mico Mojar
Alma Barsaga
Researchers

26
 I. Demographics
Sex
o Female
o Male

Age
o Below 15 years old
o 16-20 years old
o 20-25 years old
o 25-30 years old
o 30-40 years old
o 40 years old and above

Marital Status
o Singe / never married
o Married
o Widowed
o Divorced
o Separated

Employment Status
o Employee for wages
o Self-employed
o Out of work and looking for work
o Student

II. Factors and Preferences

Factors I consider in purchasing a product. (Check all that applies)

o Brand Name/ Popularity
o Product Placement/ Availability
o Packaging
o Reputation/ Testimonials
o Pricing/ Promotions

Things I want to know about the product from testimonials before purchasing. (Check all
that applies)
o Special Feature
o Particular Qualities

27
 o Price
o Current Promotions/ Discounts
o Availability

Believable, accurate and trustworthy for me providing testimonials.

o Vloggers/ Bloggers
o Customer Feedback
o Critic’s review

Social media platforms I consider looking for testimonials.

o Facebook
o Youtube
o Instagram
o Product Website

III. Effectiveness

Reading reviews about the product persuade me to buy it.

o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

Trust in online reviews is more important than personal recommendations.

o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

Video testimonials are easy to understand than written testimonials.

o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

28
Interviews with ordinary people in TV ads persuade me to trust the product.
o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

It convinces me more to buy a product when a celebrity promotes and provide

testimonials on it.
o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

Video testimonial in TV Ad’s keeps me to use the same product.

o Agree
o Strongly Agree
o Disagree
o Strongly Disagree

29