Effectiveness of Instagram Advertisements Made by Am Cuisine

Saint Paul University Quezon City -1-
Effectiveness of Instagram
Advertisements made
by AM Cuisine
Membrillo, Gabriel Christopher S.
Langit, Dhyon Lei

Morabe, Antonio Miguel N.
Ng, Sean Kody Agajosh S.
Salandanan, Jorge Gian G.
A Thesis
Submitted in Partial Fulfillment of the Requirements
For Senior High School
St. Paul University Quezon City
Quezon City, Philippines

January 2020
Saint Paul University Quezon City i
ACKNOWLEDGEMENT
The researchers would like to express their deepest appreciation and gratitude to the
following people who have greatly contributed throughout this research. First, to their
parents who provided them the moral support and material needs needed in this study.
Secondly, the researchers would like to thank Ms. Cristina H. Price for teaching them the
concepts behind quantitative research. The researchers greatly appreciated the advices she
gave as a research teacher. The completion of this study could not have been accomplished
without her efforts and guidance. Third, to the individuals who validated our research
materials, references and procedures; namely Ms. Jaykee Gervero, Mr. Lenald Audrey M.
Balingit, MSc in Marketing Management; and Mrs. Reynilda G. Salandanan, PhD, RPsy. Lastly,
the researchers are grateful to have the Almighty Loving Father as their inspiration
throughout this research.

Saint Paul University Quezon City ii
ABSTRACT
Currently, social media has become one of the famous platforms in advertising. For instance,
Instagram has become a crucial conduit for international marketing communications to
reach the younger generation considering that it has become a platform for people to interact
with each other. With that, AM Cuisine – a small local food business owned by one of the
researchers, used Instagram as an advertising platform. . Hence, the study aimed to ascertain
the effectiveness of AM Cuisine through quantitative experimental research. The
participants of this study are the grade 11 –students of St. Paul University Quezon City. The
88 participants were placed in either the experimental or control group. With that, the two
groups had 44 participants each. The experimental group was exposed to an Instagram Video
Advertisement, while the control group was shown a publication material prepared by AM
Cuisine. Subsequently, the participants were asked to answer a survey questionnaire that
will elicit their level of attention, interest desire and degree of purchase intention towards
AM Cuisine after viewing the mentioned materials. The test results were analyzed through a
Frequency Distribution table and T - test. The analysis showed that there is a significant
difference between the test scores of the two groups. The study later on concluded that the
Instagram video advertisement was more effective than the traditional publication material.
Saint Paul University Quezon City iii
TABLE OF CONTENTS
Page
Acknowledgment i
Abstract ii
Chapter 1
INTRODUCTION 1
Background of the Study 1
Conceptual Framework 2
Statement of the Problem 3
Hypotheses 4
Significance of the Study 4
Scope and Limitation 5
Definition of Terms 5
Chapter 2
REVIEW OF RELATED LITERATURE 9
Synthesis 16
Chapter 3
METHODS 18
Research Design 18
Participants 19
Instrument 20
Intervention 23
Data Gathering Procedure 24
Data Analysis 24
Saint Paul University Quezon City iv
Chapter 4
RESULTS AND DISCUSSION 26
Chapter 5
SUMMARY, CONCLUSION AND RECOMMENDATIONS 43
REFERENCES 46
APPENDICES
Appendix A 48
Appendix B 59
Saint Paul University Quezon City 1
CHAPTER 1
BACKGROUND OF THE STUDY
I. INTRODUCTION
Advertising is important to a business because it is an efficient tool to promote
products such as food. Over the years, the value of online advertising became a great interest
to organizations, businesses and companies. This is due to the fact that social media has
become a crucial conduit for international marketing communications to reach the younger
generation. Furthermore, social media has become a necessary part of people’s lives because
it became a platform for people to interact with each other (Duffet 2015).
One of the most popular social media platforms is Instagram. According to Clement
(2019), the global number of Instagram users is expected to reach 1.69 Billion in 2020. This
number has urged marketers to begin using Instagram as a social media platform in
advertising. Additionally, some studies conclude that there is a noticeable relationship
between online advertising and the purchase intention of a consumer. Likewise, online
advertising is one of the important factors that make a consumer buy a certain product.
(Sama 2019; Deshwal 2016) These studies explains why budgets for online advertising
escalated from $16 billion in 2014 to a staggering $31 billion in 2016 (Dautovic 2020).
Furthermore, these studies manifests that big companies and firms are increasing their sales
through online advertising considering that they are spending millions to billions of dollars
just to produce and release advertisements online.

Appallingly, the effectiveness of online advertising was not yet adequately explored
in small businesses. As Duffet (2015) suggested, studies on social media advertising should
be conducted. However, there are only limited sources explaining the effectiveness of
Instagram advertisements. With that, the researchers conducted this study since there are
still no researches tackling the effectiveness of Filipino-made Instagram Advertisements.
The researchers narrowed down the population of its respondents to Filipino teenagers
studying in St. Paul University Quezon City. The teenagers were the grade 11 senior high
school students between the ages of 16 to 18. 44 subjects of this research were exposed to
an Instagram food advertisement while another 44 individuals were shown a publication
material both made by AM Cuisine – a small food business owned by one of the researchers.
Thus, this study aimed to ascertain the effectiveness of AMM Cuisine’s Instagram food
advertisements
II. CONCEPTUAL FRAMEWORK
The study based its independent and dependent variables on the AIDA model.
According to the model, an advertisement should attract and generate consumer attention,
interest, and desire while influencing their purchase intention. With that, the figure shows
the stages that the experimental and control group will undergo after viewing AM Cuisine’s
Instagram Video Advertisement and Publication Material respectively. With that, the
independent variables of this study are the Instagram advertisements and the publication
material. On the other hand, the consumer’s level of attention, interest, desire and degree of
purchase intention will serve as the study’s dependent variable. Note that the dependent
variables are directly proportional to the effectiveness of the advertisement and publication
material. Determining the levels of the dependent variables allowed the researchers to
compare the effectiveness of the two promotional tools.
III. STATEMENT OF THE PROBLEM
This study generally aims to ascertain the effectiveness of Instagram food
advertisements made by AMM Cuisine.
Specifically, it sought to answer the following questions:
1. What is the level of attention on AMM Cuisine of:
a. The experimental group?
b. The control group?
2. What is the level of interest on AMM Cuisine of:
3. What is the level of desire on AMM Cuisine of:
4. What is the degree of intention to buy AMM Cuisine food products of:
5. Is there a significant difference between the experimental and control group of the
AIDA model?
6.
IV. HYPOTHESIS
The researchers hypothesized the following at 0.05 level of significance.
Ho: The experimental group’s levels of attention, interest, desire, and degree of purchase
intention is less than the control group.
Ha: The experimental group’s levels of attention, interest, desire, and degree of purchase
intention is greater than the control group.
V. SIGNIFICANCE OF THE STUDY
This research focused on the effectiveness of Instagram food advertisements. The
study will help readers comprehend and understand the effectiveness of Instagram food
advertisements. Furthermore, the results of this study will be of great benefit to the
following:
Small Food Businesses. The data gathered by this research will aid small food businesses
to adjust their marketing and advertising strategies online. The study will give them
information about the effectiveness of Instagram as a platform for advertisements.
Marketing Department of Companies. Although this study is about the effectiveness of
Instagram food advertisements made by a small business, big companies and firms may use
this research to consider Instagram as a platform for online advertisements.
Consumers. The purchase intention of a consumer is affected by the advertisement of a
certain product. This study provides basic knowledge about the effects of Instagram
advertisements to consumers. Moreover, it will help consumers fathom the general
preferences of other consumers when it comes to online advertisements.

Future Researchers. Currently, there is a gap in literature regarding the effectiveness of
Instagram advertisements. Aside from this, there are no studies which tackle the
effectiveness of online advertisements made by small food businesses. With that, this study
may serve as the foundation on understanding the effects of advertisements on the consumer
behavior of Filipinos. Researchers may use this study as a reference for future related
researches.
AM Cuisine. AM Cuisine was the direct beneficiary of this study considering that the
research used and tested its promotional tools. With that, the business was able to see and
determine areas of improvement and strengths.
VI. SCOPE AND DELIMITATION
This quantitative experimental study was exclusive to determine the effectiveness of
Instagram food advertisements made by AMM Cuisine. The study solely used Instagram food
advertisements and publication materials made by AMM Cuisine. Hence, other forms of
promotional materials were not included in this study. Additionally, the study only examined
the grade 11 students currently studying St. Paul University Quezon City. Students from
other schools and grade levels did take part in this research.
The study was limited to use online platforms to conduct the study considering that
face to face implementation was no allowed due to the threats of the rampant pandemic.
VII. DEFINITION OF TERMS
AIDA MODEL is a marketing hierarchy model developed by Elmo Lewis. The model implies
that consumers move through a series of steps or stages when they make purchase decisions.
The study used this model as a basis for assessing the effectiveness of AM Cuisine
advertisements.
COGNITIVE RESPONSE refers to the thoughts, ideas and notions of a consumer in
response to an influential and persuasive message.
A consumers’ level of attention or awareness towards a product and advertisement is an
example of a cognitive response considered in this study.
CONATIVE RESPONSE are consumer responses which encompasses intentions to
purchase a certain product.
The consumers’ degree of intention to purchase is an example of a conative response
determined in this study.
CONSUMER PURCHASE INTENTION is defined to be the consumer’s conscious plan
to make a purchase. Likewise it is the consumers’ degree of willingness to purchase a given
product (Naidu 2015).
The consumer purchase intention is a major behavioral or conative response triggered by
effective advertising.
EMOTIONAL RESPONSE refers to the feelings and emotions an individual feels
derived from viewing visual, textual or physical forms of messages.
The consumers’ level of interest and desire towards an advertisement is an example of an
emotional response considered in this study.

ONLINE ADVERTISEMENTS are often visual and textual display advertisements
delivered through search sites and social media platforms (Bundeskartellamt 2018).
The study assessed the effectiveness of Instagram online advertisements made by AM
Cuisine.
CHAPTER 2
REVIEW OF RELATED LITERATURE
ONLINE ADVERTISING THROUGH SOCIAL MEDIA PLATFORMS.
Over the years, the value of online advertising became a great interest to
organizations. The article of Yoon et al (2018) indicated that firms are making efforts to deal
with consumers who request improvements in traditional marketing strategies which will
allow active participation or engagement between consumers. Liu-Thompskins (2019)
elaborated that these efforts resulted to online advertising through social media which
allowed customers to engage, interact and share information while providing companies
product feedbacks.
To explain how this works, the author further explained that engagement and
exposure to online advertisements are often incidental. For example, an individual may
encounter an advertisement while navigating or scrolling through social media platforms
urging them to check the product and share it with his or her own peers and colleagues.
The engagements provide positive effects on consumer behavior. For instance, the
study conducted by Lobschat & Reinartz (2017) proved that customers are more likely to
visit a firm’s website when they see online advertisement banners. The prolonged and
proactive engagement improves the relationship between customers and businesses which
leads to a significant and positive effect on revenue and sales.

These studies explained why companies and businesses are currently using social
media platforms, such as Facebook and Instagram, as a marketing and advertising ground.
For it allows people to acquire, consume, and share information while engaging with others
simultaneously. Hence, companies slowly shifted from offline marketing strategies
(Television commercials, billboards, etc.) to online advertising (online banners, publication
materials, videos, etc.) through social media platforms.
Batara et al (2018), suggests there are four aspects in online advertisement and
buying. The research examined four aspects, namely market creativity, perceived profit,
perceived risk and brand awareness. The findings of the two-way variance analysis showed
that the existence of these variables. These findings found implications for the development
of the online shopping platforms.
According to Kulkarni et al (2020), viral publicizing has gotten a famous type of
convincing correspondence to advance brands via web-based media. Surviving exploration
on viral promoting has zeroed in generally on assessing content qualities as drivers of
virility, however not many examinations have analyzed the expected impact of shoppers'
character factors that influence their data handling and resulting ad‐sharing conduct. By
adopting a consumer‐centric strategy, two trial contemplates were led to look at how
shopper's requirement for perception collaborates with message request utilized in the
marked viral commercials and degree of brand data present in the marked viral notice to
impact purchasers' goals to share viral promotions. As contrasted and low‐NFC people, high‐
NFC people detailed higher sharing expectations for viral promotions that utilization
instructive allure and furthermore for a passionate viral advertisement where brand
conspicuousness is high.
According to Cuesta-Valiño et al (2020), the developing worry for wellbeing is as of
now a worldwide pattern, so advancing solid items is an open door that organizations can
adventure to separate their items in profoundly serious business sectors. The motivation
behind this exploration is to inspect the predecessors of web-based media publicizing
esteem and their ramifications for perspectives to solid food and expectations to expend it.
He suggested that Instagram is a social – media platform that will allow small businesses to
grow for it is capable of generating more sales through advertisements. He further added
that social media advertising is more effective than traditional marketing activities such as
physical publication materials or flyer advertisements.
THE “AIDA” MODEL
Over the past centuries, marketing has been an efficient tool to make any business
thrive and succeed. Fejza and Asllani (2018) defines marketing as one of the main
departments within an organization that aims to identify customer needs to produce
strategies that will meet market demands. It is a channel that helps a certain company drive
sales. With that, Moorman and Rust (n,d) claims that marketing contributes to a firm’s
performance for it acts as a promotional tool. The study of Dikcius and Urbonavicius (2018)
supports this claim as they elaborate the importance of marketing. According to the two
aforementioned authors, the function of marketing plays a major role to establish company
and consumer interaction. In a nutshell, marketing is a beneficial tool for any business
because it serves as a medium to spread information between businesses and its target
market.
An obvious marketing activity is advertising – a competitive tool that helps a business
publicize and promote their products or services to the public. Terkan (2016) claims that it
is important to assure the effectiveness of a particular advertisement to ensure that it results
to more sales and revenue. Correspondingly, the study of Li & Yu (2013) elaborates how
advertising effectiveness is determined through the AIDA model. The AIDA model is a
summary of modern marketing theories that encompasses and describes the sequence of
events a customer experiences after being exposed to a marketing activity. The model was
developed by Elmo Lewis in 1998; and, was initially described as a descendent of the
DAGMAR model. According to Rawal (n,d), the term “AIDA” is an acronym for Attention,
Interest, Desire and Action. The model describes the cognitive, affective and behavioral
journey of a consumer that travels through the four aforementioned stages. These stages
funnel consumers to purchase a product (Please see Figure 1). According to the AIDA model,
attracting consumer attention is imperative to gain consumer interest. Once interest is
established, businesses should ensure that customers develop a sense of desire for the
product to influence their purchase action or intention. Thus, marketers should develop
efficient promotional campaigns by engaging consumers through four psychological stages,
from unawareness to concrete acquisition and purchase of a product.

Figure 1:
The AIDA Model
1.1. ADVERTISING AND ATTENTION
Attracting consumer attention is an essential and important component of any
marketing activity because it allows the brain to store all kinds of visual information that are
related to a certain product, service, brand and company. Over the past years, understanding
consumer attention has greatly aided organizations in creating effective and efficient
marketing strategies. The study of Mackenzie (2016) proved that attracting consumer
attention immensely mediates the message of advertisements. According to the
aforementioned study, attention involves the selection of certain information that leads to
further cognitive processing. Likewise, it is the process of orientation. He further added that
attention is the arousal of sensory organs particularly the sense of sight.
Relatively, Drigas & Karyotaki (2019) claimed that attention has two distinguished
types; namely, external and internal attention. External or perceptual attention refers to the
act of selecting and modulating sensory information. On the contrary, internal or reflective
attention refers to the cognitive control of information in a person’s brain and memory. This
means that reflective or central attention influences the information that is stored in the
working memory of an individual for it regulates and encodes the perceived information in
the brain. There are numerous ways to measure a person’s level of attention. Li & Edwards
(2018) claim that advertisements should not be intrusive from the point of view of the
consumers to ensure that they have attention towards it considering that there are some
instances wherein advertisements are annoying and intrusive. The study of T. Kim & O. Kim
(2015) suggest that the amount attention towards a particular advertisement can be
determined by measuring the time consumers spend to finish viewing an advertisement for
it is directly proportional to their level of attention. Aside from this method, the two authors
also suggested memory evaluation wherein viewers are asked to recall details from the
advertisement. These details are essential because it leads to consumer interest. Thus, these
studies prove why marketing organizations search for unique and ironic ways to grab
consumer attention.
1.2. ADVERTISING AND INTEREST
Attracting the interest of consumers is important for any business. This is supported
by the study of Silvia (2016) as he defines interest as a self – sustaining motive that lead
people to engage with certain objects, activities and media. Furthermore, he elaborated that
interest is a source of intrinsic motivation - the act of doing something without any
consequences. It motivates people to do or engage in unusual tasks for it acts as a
constructive antagonism that counters negative motives interfering with the completion of
a certain task or engagement. Aside from this, the author relates interest to a feeling of
curiosity activated by a gradient of stimulation of the reticular and arousal system. Aside
from this, he further added that interest is commonly associated with positive valence
emotions as experimental aesthetics research subsumes that interest and these feelings are
conceptually distinguished to be alike and relative. These feelings include aesthetic
satisfaction, arousal, curiosity, happiness, pleasantness, and positivity.
In the case of advertising, the AIDA model define interest as the emotion that sets
customers to desire, explore and purchase a certain product. Ghirvu (2018) quotes that
consumer interest appears when they actively express it in connection to a product or
service that they know about. Thus, it is important for an advertisement raise customer
interest by focusing and demonstrating the advantages and benefits of a product or service.
1.3. ADVERTISING AND CONSUMER DESIRE
Lauria (2017) defines “desire” as emotion that motivates people to obtain a particular
object or emotion. As an individual obtains this particular object or emotion, the person will
experience satisfaction; otherwise, the person will feel a sense of frustration and regret. This
claim is supported by Clark and Goldsmith (2015) who relates the concept of desire to
marketing. The two authors claim that desire is a feeling that puts a person in a mental
disposition to crave and long for a certain product. More often than not, the feeling of desire
is often generated by advertisements through aesthetics. Aesthetics refer to the visual
elements of an advertisement that pleases the optical senses of its audience. This allows the
advertisement to create an image in the minds of the viewers; which in return, develops an
urge to purchase the product. Relatively, the study of Joshi (2020) reveals that desire
towards a certain product shapes the purchase intention of a consumer to buy a product.
These information explains why desire eventually influences the buying behavior and
purchase intention of consumers. With that, organizations and businesses must ensure that
their advertisement generates consumer desire to push and urge them to buy their products
and services.
1.4. ADVERTISING AND CONSUMER PURCHASE INTENTION
Ming & Phang (2018) defines consumer purchase intention as the consumer’s
willingness to buy a specific product at a given time or situation. Furthermore, the consumer
purchase intention is a good predictor of buying behavior. The author added that it is the
main input for predicting sales as well as the impact of marketing actions or activities such
as advertisements. This means that a consumer’s purchase intention is relevant to his or her
buying behavior. Correspondingly, the AIDA model suggests that an advertisement should
convince a consumer to influence his purchase intention towards a certain product. This
means that an advertisement should ensure that it promotes a certain product in a way that
it radiates conviction. Hence, the conviction of a person is directly proportional and is
imperative to the effectiveness of an advertisement.
SYNTHESIS
The popularity and effectiveness of social media advertising has recently been
surging. With that, numerous organizations and firms adjust their marketing strategies to
fully benefit the use of social media as a platform for advertising. To measure the
effectiveness of an advertisement, some studies suggest the use of the AIDA model – a model
developed by Elmo Lewis that describes the four stages a consumer goes through as the
person views a promotional marketing activity. The model is an acronym for attention,
interest, desire and action. Furthermore, it suggests an advertisement must attract the
attention of the consumer to gain interest and desire towards a product, service or brand in
general. These three stages will then lead a consumer to take action and avail or purchase
the product that an advertisement is promoting. An advertisement is said to be effective if it
successfully funnels a consumer through the four stages.

CHAPTER 3
METHODOLOGY
This chapter presents a description of the research design selection, description of
respondents, research instruments, data collection procedure and statistical treatments
used by the researchers.
I. RESEARCH DESIGN
The research titled “Effectiveness of Facebook and Instagram Food Advertisements
made by AMM Cuisine” was conducted by 5 grade 12 senior high school students from St.
Paul University Quezon City.
The study is quantitative in nature considering that the research problem requires a
systematic empirical investigation of numerical data through statistical analysis. Specifically,
the researchers made use of a true experimental research design to ascertain the
effectiveness of Instagram food advertisements made by AMM Cuisine.
The true experimental research design was defined by Morrison & Ross (2003) as a
deductive research method strictly adhering to a scientific research paradigm. The design
involves the random allocation of research participants to an experimental and a control
group. Respectively, the two groups are subjected to identical environmental scenarios while
being exposed to different treatments or variables. This allowed the researchers to test if
there is a significant difference between the experimental and control groups. Random
allocation of research participants was done to reduce the possibility of selection and
accidental biases in treatment assignments. Additionally, it was done to increase the internal
validity of the research.
The research also followed a posttest-only group design – a type of true experimental
research design wherein a posttest is administered after the treatment or intervention. (Frey
2018). The posttest measures and reveals any differences between the two groups. This
design was chosen to determine the difference between AMM Cuisine’s levels of attraction,
interest and desire on the experimental and control groups.
II. PARTICIPANTS
The researchers considered the Grade 11 Senior high school students studying in St.
Paul University Quezon City during the academic year 2020 - 2021 as their target population.
The students were chosen as research participants considering that they are teenagers
particularly between the ages of 16 to 18 years old.
With a population size of 112, a sample of 88 respondents was considered by the
researchers. The researchers rounded the sample size to the nearest even number
considering that the research involves two respondent groups. The sample size was
determined through the PSSCS Formula with a five percent margin of error and a ninety-five
percent confidence level. The formula was developed by the Philippine Social Science
Council (PSSCS); a non-governmental organization supporting local researchers in the
Philippines. The formula is reliable and widely used in different quantitative studies.
These samples were randomly selected through simple random sampling. As defined
by Frerichs (2008), simple random sampling is an uncomplicated basic selection of sampling
in which participants are drawn randomly from a list of the population. This implied that
each subject in the population has the equal probability of being selected.
To establish the number of participants in the experimental and control group, the
researchers divided the sample into two equal parts. With that, the experimental and control
group had a total of 44 participants each. The researchers followed the guidelines suggested
by Fraenkel & Wallen (2012). The guidelines indicated that a minimum of 30 individuals per
group is recommended in an experimental study. To randomly determine the samples, the
researchers used MS Excel’s Data Analysis Tool Pak.
RESPONDENT DEMOGRAPHICS
1.1. Gender
Figure 2: Gender (Control Group) Figure 3: Gender (Experimental Group)
11
14
25%
32%
Male Male
Female Female
30
33
68%
75%
Figure 1 reveals that the respondents of the control group were composed of 14 males and
30 females. The number of males and females is equivalent to 32% and 68% of the sample
respectively. Meanwhile, figure 1 shows that the experimental group had 33 female and 11 male
respondents. This is equivalent to 75% and 25% of the sample respectively.

1.2. Age
Figure 4: Age (Control Group) Figure 5: Age (Experimental Group)
11 Under 15 10
2%
2% years old 8 0%
2%
12 Under 15 years
18% 28% old
16 years old
17 16 years old
41%
23 17 years old 17 years old
55%
18 years old
18 years old 23
19 years or
52%
older
Figure 3 shows that the respondents from the control group are composed of 1 student who
is under 15 years old – equivalent to 1% of the sample; 17 who are 16 years old – 41% of the sample,
23 who are 17 years old – 55% of the sample; and 1 who is 18 years old – 1% of the sample. On the
other hand, figure 4 reveals that the experimental group’s respondents were 12 students who are 16
years old, 23 who are 17 years old, 8 who are 18 years old and 1 who is 19 years or older. This is
equivalent to 28%, 52%, 18% and 2% of the sample, respectively.
III. INSTRUMENT
The study made use of three instruments to provide the needed data. A researcher-
made questionnaire was made as a posttest. The researchers used Google Forms as a
medium for the questionnaire considering that the research had to be conducted online due
to the ongoing pandemic. To prevent the survey responses from exceeding the sample size,
the researchers used “Form Limit” – a survey feature available on google forms that allows
the researcher to limit the number of survey respondents. Additionally, the researchers used
a QR code generator to ease the form distribution during the intervention.
A short cover letter was also provided in the questionnaire. The cover letter included
an introduction about the study. Additionally, the respondents can only proceed to answer
the survey if they select the consent button. This is to ensure them that the study is voluntary
and all data gathered by the survey would be kept discreet and confidential
The questionnaire was composed of five parts. Part 1 was utilized to elicit the
respondent profile and demographics. It was used to determine the sex, age and name of the
research participant. However, it is the option of the respondent to input his or her own
name in the questionnaire. This was done to maintain confidentiality and avoid biases.
Part II – V contained questions that are related to the main problem of the research.
The questions were drawn based on the study’s review of related literature. Specifically, part
II measures the respondents’ level of attention towards the product. This part contained 7
questions that are based on the study of T.Kim and O. Kim (2015). The two authors suggested
to use memory evaluation to measure level of attention. With that, the respondents were
asked questions relating to particular components of the advertisement. If they answer
correctly, they are given 2 points. On the contrary, if they selected the incorrect answer, they
are given no points. With that, the scores are relative to their level of attention.
1. “AMM Cuisine sells carbonara (good for 2 – 3 people) for the price of 500 pesos.”
o True
o False
Part III of the questionnaire was used to determine the respondents’ level of interest.
With that, the researchers created a 4 – point Likert scale. The Likert scale has 7 items in
total. The respondents are given 4 points if the strongly agree, 3 points if they agree, 2 points
if they disagree and 1 point if they strongly disagree. The statements used in this part are
based on the study of Silvia (2016) who suggests that interest is associated with positive
valence emotions and aesthetic satisfaction. Three of the statements are shown below.
1. I am interested to purchase from AMM Cuisine.

2. The publication material is not intrusive.
3. If I saw this publication material in social media, I will not get annoyed.
Like the previous segment, the scores of the respondents are directly proportional to their
level of interest towards the advertisement.
The researchers dedicated part IV to determine the respondents’ level of desire. The
researchers based the statements of the desire scale from the review of related literature.
The literature states that desire is an emotion that urges and motivates people, specifically
consumers, to buy a certain product which gives them a feeling of satisfaction. Relatively, a
consumer gains desire towards a product because of an advertisement’s aesthetic elements.
These elements should make a consumer crave and long for the product that it promotes.
Additionally, the AIDA model states that consumer interest should develop into consumer
desire. With that, listed below are three examples of the statements included in the
questionnaire’s desire scale.
2. I am motivated to buy food from AM cuisine after viewing the advertisement /

publication material.
3. I feel a bit hungry after viewing the advertisement / publication material.
4. The advertisement / publication material makes me crave food.
Part V of the questionnaire contains statements that will determine the respondents’
degree of purchase intention. Like the previous tests, the statements were based on the
study’s review of related literature. The article states that the degree of purchase intention
is directly proportional to a person’s conviction to purchase a certain product after viewing

a marketing promotional tool such as advertising. Similarly, the AIDA model suggests that a
customer’s purchase intention is greatly influenced by the attention, interest and desire he
or she has towards a particular advertisement. With that, listed below are three examples of
the statements included in the questionnaire’s last segment.
1. The publication material / advertisement convinced me to buy food from AM

Cuisine
1. I would buy products that are advertised by AM Cuisine on Instagram
2. The publication material / advertisement made me attentive, interested and
desired enough to influence me to buy their product.
The questionnaire underwent face validation to ensure its validity. We consulted
Reynilda G. Salandanan, PhD, RPsy. We immediately took and implemented her suggestions
before distributing the survey. Additionally, the researchers had Mr. Lenald Audrey M.
Balingit, MSc in Marketing Management, check the trustworthiness and reliability of the
survey’s references to ensure that all of its content are relevant and true. Lastly, the
researchers asked Ms. Jaykee M. Gervero to check if the data analysis was applicable to the
questionnaire.
Aside from the researcher – made questionnaire, the study made use of AM Cuisine’s
publication material (flyer) and Instagram Video Advertisement. To clarify, the researchers
did not create the Advertisement and Publication material prior to the research. With that,
the publication material contains the products of AM Cuisine together with the prices of each
item. On the other hand, the Instagram Video Advertisement also contains the same
components but with added pictures. The respondents from the experimental group was
able to view AM Cuisine’s Video Advertisement by opening their Instagram application.
Meanwhile, the publication material was shown through a Powerpoint presentation (please
refer to figure 6).

Figure 6
AM Cuisine Publication Material.
IV. THE INTERVENTION
Considering the limitations brought about by the COVID - 19 pandemic, the
researchers conducted the research Intervention through Microsoft Teams – a persistent
chat-based collaboration platform. The researchers conducted their intervention on a
Friday wherein students have little to no work to do. First, the researchers coordinated
with each of the grade 11 –class representatives to schedule a meeting for the
intervention. After scheduling, the researchers were invited to each of the MS Teams
channels to conduct their intervention. During the intervention, the researchers
presented a PowerPoint presentation discussing the purpose and the nature of the study.
After that, they presented the group assignments of each respondent. . To ensure that all
of the respondents from the respective groups were present, the researchers asked the
participants to raise their hand if they are called. The control group was then exposed to
the publication material prepared by AM Cuisine. They gave the respondents 2 minutes
to view and read the material. Subsequently, the researchers then sent the link and QR
code of the survey through the MS Teams chat box. While the respondents of the control
group answered the survey, the researchers then asked the experimental group to open
their Instagram accounts and view AM Cuisine’s advertisement. The researchers asked
the respondents to view the advertisement two times. After this, they sent the QR code
and link of the experimental group survey. Lastly, researchers asked the respondents
who finished answering the survey to leave the channel without disturbing others.
V. DATA GATHERING PROCEDURE
Before conducting the study, the researchers made a letter of approval to conduct the
study at St. Paul University Quezon City. With that, the researchers determined the sample
size and the respondents of the study through the class list given by the grade 11 teachers.
The individual group assignment was done in Microsoft Excel. The researchers used the
application’s ToolPak sampling feature to randomly select the respondents. The intervention
was done during the free time of the students. The researchers entered their classes through
Microsoft Teams and explained the rationale and nature of the study. After which, the survey
questionnaires were given and distributed. Lastly, the researchers waited for all of the
respondents to finish before leaving the channel to move on to another section or class.
VI. DATA ANALYSIS
The researchers made use of a frequency distribution table to analyze the test scores
of the control and experimental groups. The table allowed the researchers to determine the
levels of attention, interest and desire of the respondents. Relatively, the researchers used
the table to ascertain the respondent’s degree of purchase intention. The researchers used
this table because the test scores of the research participants are relative and directly
proportional to their levels of attention, interest, desire and degree of purchase intention
towards the advertisement and publication material. According to Manikandan (2016), a
frequency distribution is a table, list or graph that shows the different measurement
categories and its corresponding number of observations. Relatively, it also displays the
frequency of various outcomes in a sample. In this study’s case, the researchers categorized
the scores into different ranges. The attention scale had 3 ranges while the interest,
attention, desire and degree of purchase intention had 4. With that, the following ranges
were considered by the researchers in line with the research of T. & O. Kim (2015).
Table 1:
Attention Scale Test Score Range & Equivalent

Table 2:
Interest Scale Test Score Range & Equivalent
Table 3:
Desire Scale Test Score Range & Equivalent
Table 4:
Degree of Purchase Intention Test Score Range & Equivalent
To determine if the test scores have significant differences, the researchers used a t –
test. A t-test is a type of inferential statistic used to determine if there is a significant
difference between the means of two groups. This test allowed the researchers to test the
hypotheses. With that, the researchers made use of the P – value and critical value approach.
The p – value approach is a tool in decision-making widely used as an alternative and
equivalent way of conducting tests of significance. Meanwhile, the critical value approach
compares the value of the test statistics with the critical value. The test suggests to reject the
null hypothesis if the absolute value of f –computed is greater than f- critical. To ensure the
trustworthiness of the Data Analysis procedure, the researchers consulted a Ms. Jaykee M.
Gervero – a statistics teacher of the Senior High School Department of St. Paul University
Quezon City.
CHAPTER IV
RESULTS
This chapter describes the analysis of data followed by a discussion of the research
findings. The findings relate to the research questions that guided the study.
1. What is the level of attention on AMM Cuisine in terms of:
Table 5
Attention Scale Test Scores and Frequency Distribution.
Table 5 shows that the experimental group had a mean of 11.32, a median of 12 and
a minimum and maximum score of 8 and 14 with a standard deviation of 1.83. Meanwhile,
the control group had a mean of 10.45, a median of 12 and a minimum and maximum score
of 4 and 14 with a standard deviation of 2.79.

Additionally, the table reveals that 15.9% of the control group had little to no
attention, 27.3% had average attention and 56.8% had high attention towards AM Cuisine.
The mean of 10.45 indicated that the control group, in general, had an average level of
attention.
On the other hand, 0% of the experimental group had little to no attention towards
AM Cuisine, 45.50% had average attention, and 54.50% had high levels of attention towards
AM Cuisine. The mean of 11.32 indicates that the experimental group had an average level
of attention.
Overall, the table shows that both the Instagram advertisement and publication
material generated an average level of attention from the experimental and control group
respectively.
2. What is the level of interest on AMM Cuisine in terms of:
Table 6
Interest Scale Test Scores and Frequency Distribution
It also reveals that 2.27% of the control group had no interest, 18.18% had little
interest, 43.18% had average interest and 36.36% had high interests towards AM Cuisine.
The mean of 21.75 indicated that the control group, in general, had an average level of
interest.
On the other hand, 0% of the experimental group had little to no levels of interest,
while 63.64% had average interest, and 36.36% had high levels of interest towards AM
Cuisine. The mean of 23.98 indicates that the experimental group had an average level of
interest.
Overall, the table shows that both the Instagram advertisement and publication
material generated an average level of interest from the experimental and control group
respectively.
3. What is the level of desire on AMM Cuisine in terms of:
Table 7
Desire Scale Test Scores and Frequency Distribution Table
Additionally, it reveals that 6.82% of the control group had no desire, 31.82% had
little desire, 27.27% had average desire and 34.09% had high levels of desire towards AM
Cuisine. The mean of 20.61 indicated that the control group, in general, had an average level
of desire.
On the other hand, 0% of the experimental group had little to no levels of desire, while
45.45% had average desire, and 54.55% had high levels of desire towards AM Cuisine. The
mean of 24.77 indicates that the experimental group had an average level of desire.
Overall, the 3 tables shows that both the Instagram advertisement and publication
material generated an average level of desire from the experimental and control group
respectively.
4. What is the degree of intention to buy AMM Cuisine food products in terms of:
Table 8
Degree of Purchase Intention Test Scores and Frequency Distribution Table
the control group had a mean of 17.93, a median of 18.5 and a minimum and maximum
score of 7 and 28 with a standard deviation of 4.92.
Additionally, reveals that 13.64% of the control group had no influence on purchase
intention, 36.36% had little influence, 40.91% had average influence and 9.09% had high
influence on their purchase intention towards AM Cuisine. The mean of 17.93 indicated
that the control group, in general, had a little influence on their purchase intention.
Meanwhile, 0% of the experimental group had little to no influence on purchase
intention, while 29.55% had average influence, and 70.45% had high influence on their
purchase intention towards AM Cuisine. The mean of 25.57 indicates that the experimental
group had a high influence on their purchase intention after watching the Video
Advertisement.
Overall, the 3 tables shows that the Instagram advertisement was more effective
considering that it had high influence on the respondents’ purchase intentions; while, the
publication material only generated little influence on the control group’s purchase
intentions.
5. Is there a significant difference between the experimental and control group in
terms of the AIDA model?
5.1. T - test on the attention scale
Table 9
T – Test on the Attention Scale Test Scores
Table 9 reveals that there is no significant difference on the levels of attention
between the experimental and control group. Particularly, the P – value approach suggests
to accept the null hypothesis considering that the p – value (0.055210137) is greater than a
(0.05). However, the critical value approach suggests to accept the alternative hypothesis
given the fact that the value of t-critical (1.681070703) is greater than the value of t-stat (-
1.6229933499).
These statistical figures show that both the publication material and the
advertisement received similar levels of attention from the respondents. This means that the
Instagram advertisements of AM Cuisine only receives equal attention in comparison with
the publication material given the fact that the average scores of the respective groups are
almost numerically similar (10.45454545 and 11.31818182 respectively).
5.2. T - test on the interest scale
Table 10
T – Test on the Interest Scale Test Scores
The P – value approach suggests that there is a significant difference between the
levels of interest among the two groups considering that the p – value (0.004704958) is less
than a (0.05). Relatively, the critical value approach also suggests this given the fact that the
value of t-critical (1.681070703) is greater than the value of t Stat (-2.718809265).
5.3. T - test on the desire scale

Table 11
T – Test on the Desire Scale Test Scores
Using the P – Value and Critical Value approach, the researchers found out that there
is a significant difference between the levels of interest among the two groups given the fact
that the p – value (1.54957 x 10-5) of the data is less than a (0.05) and the value of T - critical
(1.681070703) is greater than the value of T Stat (-4.65571994).
5.4. T – test on the degree of purchase intention (action) test
Table 12
T – Test on the Degree of Purchase Intention Test Scores
The P – value approach suggests that there is a significant difference between the
degrees of purchase intention among the two groups considering that the p – value (2.41763
x 10-13) is less than a (0.05). Relatively, the critical value approach also suggests this given
the fact that the value of t – critical (1.681070703) is greater than the value of t Stat (-
10.19172591).
5.5. T – test on the totaled test scores.
Table 13
T – test on the totaled test scores
The scores of the four different tests were added by the researchers to show the final
test scores of each respondents. With that, the researchers also performed a t – test with the
given data. The P – value and critical approach was used to determine whether or not to
reject the null hypothesis. The p – vale approach suggests to accept the alternative
hypothesis and reject the Ho given the fact that the p – value (1.38894 x 10-7) is less than a
(0.05). Likewise, the critical value approach also suggests the rejection of the null hypothesis
as the value of t – critical (1.681070703) is greater than the t Stat (-6.082040565).
DISCUSSION
The t- test and frequency distribution table of the respondent’s level of attention
reveals that both the publication material and the advertisement received similar levels of
attention from the respondents. This means that the Instagram advertisements of AM
Cuisine only receives equal attention in comparison with the publication material given the
fact that the average scores of the respective groups are almost numerically similar
The t- test and frequency distribution table of the respondent’s level of interest
reveals that the Instagram video advertisement attracted more interest than the publication
material. This means that the Instagram advertisements of AM Cuisine is more effective in
terms of gaining consumer interest. The difference between the test scores and its average
prove that respondents were aroused by the video advertisement. Hence, the advertisement
was able to produce positive valence emotions and aesthetic quality (Silvia 2016).
The t- test and frequency distribution table of the respondent’s level of desire reveals
that the Instagram video advertisement converted more interest into desire than the
publication material. This means that the Instagram advertisements of AM Cuisine is more
effective in terms of making customers desire their product. The difference between the test
scores and its average prove that respondents gained product desire after viewing the video
advertisement. Hence, the advertisement produced a feeling that puts a person in a mental
disposition to crave and long for a certain product (Clark & Goldsmith 2016).
The t- test and frequency distribution table of the respondent’s degree of purchase
intention shows that there is a huge difference between the average scores of the control and
experimental group in terms of the degree of purchase intention scale. With that, the
Instagram video advertisement convinced more individuals to buy food from AM cuisine in
comparison with the publication material. This means that that the Instagram
advertisements of AM Cuisine is more effective in terms of influencing their customers to
desire their product.
Lastly, Table 13 reveals that AM Cuisine’s Instagram Advertisements are more
effective than the publication material considering that the experimental group had higher
test scores in comparison with the control group. This means that the video advertisement
gave more impact than the publication material. Specifically, the advertisement was able to
effectively attract attention, gain consumer interest and desire that influenced and convinced
the respondents to buy the product in comparison with the publication material.
CHAPTER 5
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
This chapter deliberately contains the research summary, conclusions and
recommendations of the whole study. Generalizations and other interferences would be
seen on the conclusion. Additionally, the recommendations of the researchers to the
beneficiaries of this study can also be seen on this chapter.
I. SUMMARY
This experimental study was primarily conducted to ascertain the effectiveness of AM
Cuisine’s Instagram Advertisement. Particularly, the study sought to determine the
significant differences of the test scores between the experimental and control group. These
scores reflect the effectiveness of AM Cuisine’s Instagram Advertisements. The AIDA model
was used as a basis of the advertisement’s effectiveness. With that, the independent variables
of this study are the advertisements made by AM Cuisine. Meanwhile, the respondents’ level
of attention, interest, desire and degree of attention are the key dependent variables of this
study. The dependent variables will determine the effectiveness of the advertisement.
The study made use of qualitative true- experimental research that follows a posttest-
only group design – a type of true experimental research design wherein a posttest is
administered after the treatment or intervention. The participants of this study are the grade
– 11 students of St. Paul University Quezon City. The experimental and control group were
composed of 44 participants each. The control and experimental group were exposed to a
publication material and an Instagram video advertisement respectively. The two materials
are made and prepared by AM Cuisine. After the exposure, the respondents were asked to
answer a survey that determines their levels of attention, interest, desire and degree of
purchase intention towards the products of AM Cuisine. The test scores were analyzed
though a frequency distribution table and standard deviation. Additionally, the researchers
made use of a t - test to compare the test scores and determine what hypothesis to accept.
The researchers found out that there is a significant difference between the test
scores of the respondents from the experimental and control group. It was noticed that the
video advertisement gained more interest and desire while successfully influencing the
purchase intention of the respondents in comparison with the publication material.
However, the publication material and advertisement were equal in terms of generating
consumer attention. Hence, the experimental groups’ interest, desire, and degree of purchase
intention was greater than the control group.
II. CONCLUSIONS
The following conclusions were made after conducting the research:
1. Both the publication material and Instagram Video Advertisement generated average
levels of attention. Hence, the respondents were able to remember most of the
components of the two promotional tools. These components are generally related to
the products of AM Cuisine.
2. The publication material and Instagram Video advertisement generated average
levels of consumer interest. However, the Instagram Video Advertisement was more
effective than the publication material in terms of generating consumer interest.
Hence, the advertisement was able to produce positive valence emotions and
aesthetic quality more than the publication material (Silvia 2016).
3. Both the promotional tools generated average levels of desire. However, the T – Test
indicated that the Instagram Video Advertisement was more effective than the
publication material in terms of generating consumer desire. This means that the
Instagram Video advertisement produced a feeling that puts a person in a mental
disposition to crave and long for a certain product (Clark & Goldsmith 2016) more
than the publication material.
4. The publication material generated average consumer purchase intention while the
Instagram Video Advertisement produced high levels of consumer purchase
intention. With that, the Instagram Video Advertisement was able to successfully
influence and convince respondents more than the publication material. The t – test
supports this as it proved that the Instagram Video Advertisement was more effective
than the publication material.
5. The Instagram Video advertisement was generally more effective than the
publication material in terms of the AIDA model. The Instagram advertisement was
more effective in generating consumer attention, interest and desire that greatly
influenced their purchase intention. Additionally, the advertisement successfully
funneled the respondents to purchase the food products of AM Cuisine. This means
that the video advertisement gave more impact than the publication material. The
results were supported by the study of Cuesto – Valino (2020) who claimed that
social media advertisements are more effective than traditional advertising tools
such as publication materials.
6. RECCOMENDATIONS
The following recommendations were suggested by the researchers.
1. For Small Food Businesses. The researchers recommended small food businesses to
try advertising through social media platforms like Instagram. It is noteworthy that
social media has developed to the point that it can be considered as a new advertising
platform. This study reveals that Instagram advertisements may serve as an
alternative to traditional advertising strategies such as publication materials.
2. For Marketing Department Organizations. The study revealed that Instagram
advertising is effective. The researchers suggest that marketing companies should
reconsider their advertising strategies and try to use Instagram as an advertisement
platform.
3. For the Consumers. The researchers highly recommend consumers to explore and
browse through Instagram advertisements considering that they may find product
and service alternatives due to the huge variety of small businesses on Instagram.
4. For the Future Researchers. The researchers recommend the use of experimental
research design to compare and contrast the effectiveness of any marketing activity.
Additionally, future researchers may consider studying the effectiveness of multiple
advertisements to determine which one is more effective and efficient. The
researchers recommended to use a bigger population and sample size considering
that the study was only exclusive to the grade 11 - students of St. Paul University
Quezon City. This recommendation is quite significant considering the outside
demographic factors that may affect the results of this study. For instance, future
researchers may conduct a similar type of study to different age brackets and social
classes to determine their attitude towards a specific advertisement or product.
5. For AM Cuisine. The researchers recommended AM Cuisine to continue using
Instagram as an advertisement platform. Considering that the Instagram Video
Advertisement only generated average levels of attention, interest and desire; the
researchers suggest to improve on the aesthetic quality of the video advertisement
considering that this is one of the major factors that will improve the advertisement.
Specifically, it will help the advertisement generate more consumer attention,
interest, and desire. Aside from this, the researchers suggested AM Cuisine to conduct
the same survey used in this research to respondents with different consumer
demographics such as different age brackets to see if the effectiveness of the Video
Advertisement is constant and consistent.

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APPENDIX A
SAMPLE QUESTIONNAIRE
A. Statistical Outputs
1. Random Sampling through MS Excel
2. Respondent Test Results (Experimental Group)

3. Respondent Test Result (Control Group)

4. T - Test and Frequency distribution Table

RESEARCHERS’ PROFILES
Gabriel Christopher S. Membrillo

+639177955862
gave.membrillo07@gmail. com
Sex: Male
Birthday: March 16, 2002
Civil Status: Single
Nationality: Filipino
Religion: Roman Catholic
Preferred Courses: BS Accountancy, Law
(CPA)
Sean Kody Agajosh S. Ng

+639177955862
Kngspecs77@gmail. com
Sex: Male
Birthday: December 4, 2002
Religion: Born Again Christian
Preferred Course: Entrepreneurship
RESEARCHER PROFILES
Antonio Miguel N. Morabe

+639177955862
AM.Morabe@gmail.com
Sex: Male
Birthday: April 10, 2001
Religion: Roman Catholic
Preferred Courses: Culinary Arts/ Business
Management
Jorge Gian G. Salandanan Dhyon Lei Langit

+639177955862 +09062071838
Jorge.Salandanan@gmail. com Dh.Langit03@gmail.com
Sex: Male Sex: Male

Birthday: November 29 , 2002 Birthday: November 29, 2002
Civil Status: Single Civil Status: SIngle
Nationality: Filipino Nationality: Filipino
Religion: Roman Catholic Religion: Roman Catholic
Preferred Course: Business Management Preferred Course: Business Management

Effectiveness of Instagram Advertisements Made by Am Cuisine

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Saint Paul University Quezon City -1-

Membrillo, Gabriel Christopher S.

Langit, Dhyon Lei

Quezon City, Philippines

throughout this research.

Instagram has become a crucial conduit for international marketing communications to

the effectiveness of AM Cuisine through quantitative experimental research. The

Background of the Study 1

Statement of the Problem 3

Significance of the Study 4

Scope and Limitation 5

REVIEW OF RELATED LITERATURE 9

Data Gathering Procedure 24

RESULTS AND DISCUSSION 26

SUMMARY, CONCLUSION AND RECOMMENDATIONS 43

BACKGROUND OF THE STUDY

Advertising is important to a business because it is an efficient tool to promote

advertising. Additionally, some studies conclude that there is a noticeable relationship

just to produce and release advertisements online.

still no researches tackling the effectiveness of Filipino-made Instagram Advertisements.

an Instagram food advertisement while another 44 individuals were shown a publication

II. CONCEPTUAL FRAMEWORK

compare the effectiveness of the two promotional tools.

III. STATEMENT OF THE PROBLEM

This study generally aims to ascertain the effectiveness of Instagram food

advertisements made by AMM Cuisine.

Specifically, it sought to answer the following questions:

1. What is the level of attention on AMM Cuisine of:

a. The experimental group?

b. The control group?

2. What is the level of interest on AMM Cuisine of:

a. The experimental group?

b. The control group?

3. What is the level of desire on AMM Cuisine of:

a. The experimental group?

b. The control group?

a. The experimental group?

b. The control group?

The researchers hypothesized the following at 0.05 level of significance.

intention is less than the control group.

intention is greater than the control group.

V. SIGNIFICANCE OF THE STUDY

This research focused on the effectiveness of Instagram food advertisements. The

information about the effectiveness of Instagram as a platform for advertisements.

Marketing Department of Companies. Although this study is about the effectiveness of

this research to consider Instagram as a platform for online advertisements.

Consumers. The purchase intention of a consumer is affected by the advertisement of a

advertisements to consumers. Moreover, it will help consumers fathom the general

preferences of other consumers when it comes to online advertisements.

Future Researchers. Currently, there is a gap in literature regarding the effectiveness of

determine areas of improvement and strengths.

VI. SCOPE AND DELIMITATION

This quantitative experimental study was exclusive to determine the effectiveness of

VII. DEFINITION OF TERMS

COGNITIVE RESPONSE refers to the thoughts, ideas and notions of a consumer in

response to an influential and persuasive message.

A consumers’ level of attention or awareness towards a product and advertisement is an

example of a cognitive response considered in this study.

CONATIVE RESPONSE are consumer responses which encompasses intentions to

purchase a certain product.

The consumers’ degree of intention to purchase is an example of a conative response

determined in this study.

CONSUMER PURCHASE INTENTION is defined to be the consumer’s conscious plan