SAN JOSE DEL MONTE NATIONAL HIGH SCHOOL

City of San Jose Del Monte, Bulacan

SENIOR HIGH SCHOOL DEPARTMENT
S. Y. 2020-2021

“Analyzing the consumer purchasing behavior between

Online Advertisement and Offline advertisement “

A Reaserch Proposal Presented to Senior High School faculty

TABLE OF CONTENTS

Introduction…………………………………………………………… 1

Objective of the Study………………………………. ………………...2

Significance of the Study…………. ……………………………………2

Research Questions……………………………………………………..3

Respondents of the Study……………………………………………….4

 Research Methodology………………………………………………….4

Introduction

In Today's economy, advertising is crucial in every businesses. It makes the company

money by attracting customers to the business and increases company sales. Advertising is
considered as a major important element in the economic growth of the marketers and
different companies in competition (Ryan’s 1996). However, the World wide web offers a
new arena of media content for consumers. Research shows that online advertising has an
influence on consumer buying behavior, consumer use the internet most of the time to look
up information about people and businesses before deciding to interact or do business with
them. Online advertisement help businesses to reach their consumers through smart phones
and internet since everyone in this era uses smartphones and has an access to the internet.

On the other hand, Offline advertisement is a promotional spot with almost no cost to the
network or the site. There is one big difference between online advertisements and traditional
media. The ads online may take the audience are clickable and the audience can immediately
visit the advertiser's web page (Hofacker and Murphy 2000). While the traditional media can
keep the audience because the audience is usually not asked to take action right away, they
voluntarily visit the offline advertising such as Tv advertisement , Print ads( magazine or
newspaper), marketing collateral ( brochures and flyers) etc. primarily because of the
promotion.

According to Goldsmith and Lafferty (2002) When consumer watches an advertisement

about the brand and develops likeness for the brand and then eventually willing to purchase
it. Online and Offline advertisement have different Strategies affecting consumer behavior.
Advertisers are increasingly monitoring people's online behavior and using the individually
targeted advertisements (BoermanKruikemier and Borgesius 2017) . In addition to this,
consumer behavior is the study of process involved when individuals or groups select,
purchase, use or disposed of merchandise, services, ideas or experiences to satisfy needs and
desires (Solomon 1995). Studying consumer behavior is important because this way
marketers can understand what influences consumers' buying decisions. By understanding
how consumers decide on a product they can fill in the gap in the market and identify the
products that are needed and the products that are no longer used because something newer
exists .

Furthermore, Modern advertising is developed with the development of mass production in

the late 19th and early 20th centuries. After the success of print advertising, the idea of radio
advertising become popular then passed out by the video advertising. In the late 1990s the
Private Television Network start the trend of getting ads. With the coming of the 21st century
the online advertising has overpower the world marketplace and consumer community as
well. Today the online and offline advertising proved its impact on consumers buying
behaviors. Consumers buying behavior mostly caused by liking and disliking the
advertisement in the product advertised.

Determining the consumer buying behavior is always important in businesses. Through

consumer behavior, you can also learn how customers interact with and use your products.
This knowledge can help inform future decisions about product creation. Also businesses will
be able to know the needs and buying capacity of their market to ensure profit.

Objectives of the study

This part of the research contains the overall goal of the researcher throughout the
study. The objectives of this work include the following :
The researchers aim to study about the influential factors of Online Advertising and Offline
Advertising on the buying behavior of consumers and its effectiveness on consumer's
preferences including the numerical description of perception of consumers between the
Online Advertisement and Offline Advertisement.

Significance of the study

This part of the research contains the clearer value of the study regarding the consumer
buying behavior between the Online Advertisement and Offline Advertisement.
The results of the study would be a great contribution to the vast knowledge about the
influential factors of Online Advertisement and Offline Advertisement on Consumer Buying
Behavior. This could be highly significant and beneficial specifically to the following :
Students - This study is beneficial to the students especially the learners from the Academic
Strand, Accountancy Business and Management (ABM). The results may enable the students
to understand the factors of Online Advertisement and Offline Advertisement that is
influential to the behavior of consumers in purchasing product.
Consumers - This study is beneficial to the consumers to be aware of the causes and effects
of the Online Advertisement and Offline Advertisement on purchasing product, whether it is
positive of negative.

Business Owners - This study will benefit the owners of small businesses especially the new
ones. This will present the numerical description about the perception of consumer between
online advertising and offline advertising. This will give ideas to the owners about its
effectiveness on purchasing behavior of consumers.

Advertisers - This study will present the numeric insights of the consumers, the data that the
researchers will collect can help the advertisers to understand the consumer's preferences and
the most effective between the online advertisement and offline advertisement that will result
to growing sales

Future Researchers - The study that will present can be use as reference data in conducting
new researches and will give a background or an overview about the effectiveness of online
advertisement and offline advertisement to the consumer purchasing behavior.

Research Problem:
The effect Online Advertisement and Offline Advertisement on consumer purchasing
behavior.

Research Questions:

1. Which one can increase the customer’s brand awareness? Online Advertisement or Offline
Advertisement.
2. What is the perception of customers in online advertisement and offline advertisement?
3. How will the online advertisement and offline advertisement can influence the purchasing
behavior of customers?
4. Is there any significant relationship between Advertisement and Consumer Purchasing
Behavior?

Respondents of the Study

This study will gather responses from adolescent consumers ages 13-24 of both online and
offline advertisements of foods in San Jose del Monte, Bulacan during the course of
academic year 2020-2021 first semester. According to Gantz W, Schwartz N, Angelini JR,
Rideout V (2007), adolescent consumers are the most likely to consume and be exposed to
these kinds of advertisements. This systematic inquiry will employ the use of random
sampling in selecting respondents from the population.

Research Methodology

According to Ghauri&Gronhaug (2005,40)research methodology refers to the collection of

data and their analysis. In this study, the researchers will use the comparative design which is
under non-experimental method. This design is used to compare the customers’ preference
towards the quality of the product or low cost. Using the online survey method, researchers
will be able to analyze and interpret the preferences of the respondents.