1

The Effects of Brand Awareness on Consumer

Purchase Intention of Senior High School Students

Mark Carlo J. Segui

Jake C. Alarcon

John Carlo M. Payos

Almira D. Sardo

Lea Marie C. Racho

Cherry Ann G. Macale

Karyll Joy S. Basto

Rhea Reachel A. Oliva

Aaron Christian Somido

Maryjane O. Molina

Michelle Joy O. Molina

Rafy Macale

Rubelyn G. Arbolado

Honey Rose C. Catalino

Jeffrey Villamora Iligan

Mrs. Maricel Delos Reyes

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ACKNOWLEDGEMENT

We want to express our heartfelt gratitude to everyone who has

contributed their time and expertise to making this research project a

success. To our parents, who supported us financially and emotionally

throughout our journey. To our friends and teachers who pushed us to

finish the research and were always willing to help. To our teacher.

Mrs. Maricel Delos Reyes is a motivator who offers us suggestions,

feedback, and motivational words to help us enhance the quality of our

project. Above all, we praise God for providing us with the strength,

wisdom, hope, and competence we needed.

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DEDICATION

This study is dedicated to our wonderful parents, who have

always supported us financially, morally, and emotionally. San Lorenzo

Ruiz National High School's excellent administration, faculty, adviser,

instructors, parents, and students served as our inspiration and source

of strength. We'd also like to thank everyone who helped make this

project a success by contributing their time, support, patience, and

work.
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Contents
ACKNOWLEDGEMENT ............................................................................................................................. 2
DEDICATION ............................................................................................................................................ 3
Chapter 1: The Problem and Its Background .......................................................................................... 6
Introduction ........................................................................................................................................ 6
Background of the Study..................................................................................................................... 6
Statement of the Problem .................................................................................................................. 8
Research Hypothesis ........................................................................................................................... 8
Scope and Delimitation of the Study .................................................................................................. 9
Significance of the Study ..................................................................................................................... 9
References ........................................................................................................................................ 10
Chapter 2: Review of Related Literature and Studies ........................................................................... 11
Review of Related Literature ............................................................................................................ 11
Review of Related Studies................................................................................................................. 13
Synthesis of the State-of-the-Art ...................................................................................................... 15
Theoretical Framework ..................................................................................................................... 16
Conceptual Framework ..................................................................................................................... 20
Definition of Terms ........................................................................................................................... 22
References ........................................................................................................................................ 25
Chapter 3: Research Methodology ....................................................................................................... 29
Method of Research.......................................................................................................................... 29
Population Size, Sample Size, and Sampling Technique ................................................................... 29
Description of the Respondents ....................................................................................................... 30
Research Instruments ....................................................................................................................... 30
Data Gathering Procedure ................................................................................................................ 31
Statistical Treatment of Data ............................................................................................................ 31
References ........................................................................................................................................ 32
Chapter 4: Analysis and Interpretation of Data .................................................................................... 33
Profile of the Respondents ............................................................................................................... 33
Age of the Respondents .................................................................................................................... 33
Sex of the Respondents .................................................................................................................... 34
Academic Strand of the Respondents............................................................................................... 35
Educational Attainment of the Respondents.................................................................................... 35
Findings ............................................................................................................................................. 36
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Chapter 5: Summary, Conclusion, and Recommendation .................................................................... 42

Summary ........................................................................................................................................... 42
Conclusions ....................................................................................................................................... 43
Recommendations ............................................................................................................................ 44
Bibliography ...................................................................................................................................... 44
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Chapter 1: The Problem and Its Background

This chapter represent the context of this problem that includes the

background of the study, the statement of the problem, hypothesis,

scope and limitation and lastly the significance of the study.

Introduction

There are many brands that increase brand awareness and attract

teenagers, particularly students, to this day. As consumer awareness

has grown over time, they have begun to purchase familiar, favored,

and attractive brands. A product with a higher brand awareness will

grow faster in the market and help the company make more money. As

a result, we may argue that as brand recognition or the number of

customers grows, so will market share and earnings. As a result, the

study's goal is to determine the impact of brand knowledge on

customer purchase intent. According to Macdonald and Sharp (2000)

despite the fact that consumers are familiar with the goods and willing

to buy them, brand awareness is still a factor that influences purchase

decisions. When a buyer is considering purchasing a product or

service, the first brand name that comes to mind indicates that the

product is well-known. A higher level of brand awareness, according to

Dodds, Monroe, and Grewal (1991), can impact a consumer's

purchasing decision.

Background of the Study

Brand awareness is a marketing term that describes the degree of

consumer recognition of a product by its name. Creating brand

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awareness is a key step in promoting a new product or reviving an

older brand. Ideally, awareness of the brand may include the qualities

that distinguish the product from its competition (C. M. Copp, 2022). He

also stated some of its key takeaways such as (1) Brand awareness

refers to the familiarity of consumers with a particular product or

service. (2) A brand awareness campaign seeks to familiarize the

public with a new or revised product and differentiate it from the

competition. and; (3) Social media has become an important new tool

in brand awareness marketing.

Moreover, Brand awareness might seem like a vague concept, and in

truth, it is. For those marketers and business owners out there who like

to gauge success with neat and tidy numbers, brand awareness will

likely ruffle your feathers.

But just because it is not a metric that can be perfectly determined

doesn‟t mean it doesn‟t carry value. Brand awareness is incredibly

important for business success and overall marketing goals (Decker,

2022.) Allie Decker said that Brand awareness fosters trust.

In a world where consumers rely on extensive research and others‟

opinions before making a purchase, brand trust is everything. Once a

consumer bonds to your brand, they‟re more likely to make repeat

purchases with little to no forethought — which then bridges the gap

between trust and loyalty.

Brand awareness establishes that brand trust. When you put a

proverbial face to your brand name, consumers can trust easier. Brand

awareness efforts give your brand a personality and outlet to be

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sincere, receive feedback, and tell a story. These are all ways that we,

as humans, build trust with one another. The human/brand relationship

isn‟t any different.

Brand awareness has been argued to have important effects on

consumer decision-making by influencing which brands enter the

consideration set, and it also influences which brands are selected from

the consideration set (Macdonald and Sharp, 1996).

Statement of the Problem

This research aims to assess The Effect of Brand Awareness on the

Consumer Purchase Intention of Senior High School students.

Specifically, it aims to answer the following questions:

1. What is the profile of the respondents in terms of:

a. Grade/Year Level

b. Age

c. Sex

2. What are senior high school students' perspectives on the impact

of brand awareness on purchase intention?

3. What is the impact of brand awareness on senior high school

students‟ purchase intention?

4. How do businesses build brand awareness?

5. What is the relationship between brand awareness and purchase

intentions?

Research Hypothesis

The research hypothesis is proposed as follows:

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Hypothesis 1: Brand Awareness has positively affected consumer's

purchase intention

Hypothesis 2: The greater the brand awareness the greater the

consumer's intent and more likely to purchase the product.

Scope and Delimitation of the Study

This research are centered on San Lorenzo Ruiz National High

School (SLRNHS) students that appear to have experienced

purchasing products driven by their brand awareness this school year

(2021-2022) in which face-to-face classes are not allowed. This study

will gather information from the researcher respondents with a total of

35 students in San Lorenzo Ruiz National High School. They will be

prioritized in the surveys and asked about their experiences and

thoughts about the effects of brand awareness on their purchase

intention.

Significance of the Study

This study will aid researchers and students in understanding the

impact of brand awareness on purchase intention, as this study will be

useful information for anyone who wishes to start a business in the

future.

The following individuals and institutions will benefit from this study

School. This study could help teachers correctly assess students and

inform them about brand awareness and purchase intention. In

addition, students who wish to study how markets and businesses

create brand awareness among their customers will be guided.

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Students. This study will help the students to be aware of their

knowledge regarding brand awareness and assess how they can

effectively utilize their brand if they start a business.

Parents. This study will inform parents of the potential consequences

of their children's purchase intentions if they are familiar with a variety

of brands and intend to repurchase the products. Furthermore, this

research will assist parents in guiding their children in making effective

use of their brand awareness and purchase intent information.

Researchers. This study will fulfill the researcher‟s curiosity and

interest in brand awareness and purchase intention. In addition, it will

educate them about the proper actions and strategies for creating

brand awareness

Future Researchers. This research will be a guide on making a

research paper. As well, it will serve as a review of related studies to

them.

References

//. (n.d.). // - Wikipedia. Retrieved June 6, 2022, from

https://d1wqtxts1xzle7.cloudfront.net/46714899/brand_awareness1-with-

cover-page-v2.pdf?Expires=1654509521&Signature=YY3-cHWAab~LD-

ewu5pSf4yrA-

cVxteRJkHcVQFVtjtUUjyzUEoCvfftDXmtvGkgsqb3BrSRX39QJDsw1RthkFs~

~DGRlkGfGRx-kxonm1ecFGna0~tpE8sVskvEUjy2LTwFEA5ALIqy
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Chapter 2: Review of Related Literature and

Studies

Review of Related Literature

This chapter presents the related literature and studies which

provided valuable insights and further motivation to the researchers to

conduct the study. It contains readings about insights, concepts, and

principles propounded by authors of books, articles, published journals,

and results of studies of previous researchers. This literature and

studies were selected and considered significant for strengthening the

impact of the study. Also, it served as the basis for the

conceptualization of the research problem.

Foreign

Brand awareness, according to Keller (2008), refers to whether or not

people can recall or recognize a brand, or simply whether or not they

are aware of a brand. However brand awareness, according to Dr.

Malik, Ghafoor, and Iqbal (2013), is a consumer's perception of a

brand. Also, According to Aaker (1997) brand awareness is the

“consumer ability to recognize and recall the brand in different

situations”.Brand awareness refers to the likelihood that consumers are

aware of a brand's service, products, and of its attributes. Brand

awareness and a depth of knowledge about the company and its

products. From a business standpoint, Homburg et al. (2010) describe

brand awareness as "the ability of the decision-maker in organizational

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buying centers to recognize or recall a brand." Meanwhile, according to

Mandler (1980), brand awareness is the lowest level of brand

understanding. This metric ranges from basic brand awareness to a

cognitive thinking-based approach that is based on detailed brand

information. Brand awareness affects consumer brand choice,

consumers pay purchase intention to those brands which they know,

and its further impacts on quality consideration of brand that when the

consumer knows about the brand they consider it to be good

(Macdonald & Sharp, 2000).

The key concept of marketing is purchase intention (Morrison, 1979). It

refers to a customer's desire to purchase a specific product from a

specific brand. Purchase intention refers to a plan to purchase a good

or acquire a service. Purchase intention, according to Alford and

Biswas (2000), is a consumer's likelihood of purchasing behavior; a

higher purchase intention indicates that the consumer is more likely to

buy. When customers want to buy a product, they conduct research

and gather knowledge about it based on their own experiences and

their surroundings. Once they have enough information, they compare

and evaluate the products and make a decision (Wang, Cheng & Chu,

2012). In addition, purchase intention is defined as a customer's

transaction behavior after evaluating goods and services (Schiffman &

Kanuk, 2010). Price and promotion boost purchase intention, as does

brand recognition (Dodds, Monroe, & Grewal, 1991) and increased

consumer familiarity with the brand (Alford & Biswas, 2000). (Johnson
 13

& Russo, 1984). Consumers will prefer to buy things whose brands

they are familiar with over products whose brands they are unfamiliar

with. According to Ayuni (2006), the greater a person's brand

awareness, the greater the intensity of consumer purchases of

products associated with the brand, because the brand is what is

recalled first.

Macdonald & Sharp (2000) stated that the customers' attention sets are

stimulated by repetitive advertising, which makes them aware of the

brand. As a result, whenever the customer sees that brand, he or she

can readily recognize it. Consumers favor companies that require less

time and cognitive effort when making a buying decision (Hoyer, 1984).

Consumers are more likely to recognize a brand in a product category if

they are aware of it. This helps them make a buying choice (Percy &

Rossiter, 1992). In the presence of a mediator brand image, brand

awareness, and customer purchase intent have a positive directed

relationship (Shah, Aziz, & Jaffari, 2012). The impact of brand

awareness on choice, frequency, and brand sampling was studied by

Hoyer and Brown (1990). The results showed that consumers made

purchases or had purchase intentions for brands that they were aware

of, indicating that brand awareness has a positive impact on consumer

brand choice and purchase intention.

Review of Related Studies

The following related studies will provide knowledge and evidence to

the research that will contribute to and solve the problem in this study.

Foreign
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(Malik, Ghafoor, et al.,2015) Brand loyalty and brand awareness have a

high positive correlation with buying intention. Managers all across the

world should seek to boost brand awareness and loyalty as much as

possible. Both of these factors contribute to positive purchase intent.

According to Jalilvand, Samiei, et al. (2011), marketers should carefully

examine the brand equity components while developing their branding

strategies. Structural equation modeling is used to evaluate hypotheses

based on a sample of 242 consumers. Brand awareness, brand

association, brand loyalty, and perceived quality all have a substantial

impact on customers' intention to purchase products, according to the

study. Marketers must also modify their branding strategies to each

marketing environment and increase brand loyalty to prevent consumer

switching behavior. The study explains how the four brand equity model

components interact with purchase intent. According to Chi et al, (2009)

the findings of a study conducted on a Taiwanese cellular phone

company, brand awareness has a positive impact on purchase

intention, with brand loyalty and brand perceived quality mediating the

effect. Marketers try to build brand awareness through sales

promotions, advertisements, and other marketing tools, and as brand

awareness grows, so does brand loyalty, which increases purchase

preference and intention. According to a study conducted by

Krisnawan, and Jatra (2021), brand

Brand awareness has a positive and significant effect on purchase

intention, and the brand association has a positive and significant effect

on buy intention. This demonstrates how brand image, awareness, and

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association can influence consumer purchase intention. According to

Chinomona (2019), the ultimate goal of any organization is to design

and sustain lucrative brand quality names that suit customers' criteria,

as well as to continuously maximize customer intention to purchase the

brand. Both scholars and organizations have concentrated on brand

advertising and brand elements to achieve client purchase intention of

the brand in order to achieve this goal. However, without the customer

being aware of the specific brand name, brand advertising and brand

elements may not be adequate to determine sufficient and satisfactory

customer loyalty and customer intention to purchase a specific product

on a consistent basis. The finding provides evidence that there is a link

between brand advertising, brand awareness, brand element, and

customers' brand purchasing intention. According to the article, in the

Gauteng province of South Africa, variables such as brand promotion,

brand awareness, and brand elements are necessary for driving the

purchase intention of the brand by consumers. The article goes on to

say that when the brand advertising, brand awareness, and brand

element are all good, the buy intention of the brand is high.

Synthesis of the State-of-the-Art

Different authors had differing opinions on the effects of brand

awareness on customer purchase intention and similar schemes in a

review of related studies. Through the studies, the researcher gained

deeper insights into the current study, which improved the concepts

and provided significant data for the design of guidelines and

parameters in the study's conduct.

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In today's society, attracting customers by building a brand has become

a fierce competition for businesses. Brand awareness plays an

important role in influencing consumer purchase intent because a

product with a higher brand awareness will grow faster in the market

and help the company earn profits. As a result, we may argue that as

brand recognition or customer numbers expand, so will market share

and profitability. The study's goal is to determine the impact of brand

awareness on customer purchase intention.

Branding is becoming a vital and important concern for marketers for

corporate growth, according to Homburg, Klarmann, and Schmitt

(2010). Furthermore, according to Kotler (1997), a brand is a name,

logo, sign, or label that distinguishes one product or service from that of

its competitors. Brand awareness is described as "the ability of the

decision-maker in organizational buying centers to recognize or recall a

brand" from a business standpoint (Homburg et al., 2010). While

making a purchase decision, the consumer's mind conjures up an

image of a brand, demonstrating their strong brand awareness (Grewal,

Monroe & Krishnan, 1998). While making a purchase decision, the

consumer is becoming aware of a brand (Chi, Yeh & Yang, 2009).

These two indicators demonstrate that marketers are working hard to

increase, maintain, and retain brand awareness, which has a significant

impact on customer purchase intention.

Theoretical Framework

The Engel Kollat Blackwell (EKB) Model is a natural progression

from the notions of reasoned action theory. This buyer behavior

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hypothesis is based on a four-phase process that determines how

customers make purchasing decisions: input, information processing,

decision stages, and decision factors.

The first phase is input, or when consumers are exposed to the most

marketing materials, such as billboards, online commercials, or in-

person displays. They progress to information processing by combining

the data collected in these resources with their prior experience and

expectations to make the optimal option for their current situation. They

move on to the following step after gaining rational understanding,

which is to make a purchasing decision based on the facts they

gathered.

There are five phases to the choice process: recognizing the need,

gathering information, assessing alternatives, purchasing (or choosing),

and post-purchase results.

In the EKB model of consumer behavior theory, input is most helpful

during the initial information stage. During the external impact phase,

consumers obtain enough knowledge about the product or service to

readily recall or resort to the company's products for future

requirements. The lifestyle business is one that understands this

sequence well, with brands knowing exactly how to promote their

products to elicit desire in consumers, usually to make them look,

smell, or feel better than they would if they used competing brands.

Brand Awareness
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When a customer decides to purchase something, he thinks about the

brand. If the consumer is aware of his brand, he will supply additional

purchasing possibilities and will always make sound financial decisions.

According to Shahid et al. (2017), brand awareness is a basic degree

of brand knowledge that entails at least the recognition of a brand's or

structure's name based on specific information. Brand awareness

refers to a consumer's capacity to recognize a brand in a variety of

situations, which can be accomplished through brand recognition.

Increased brand familiarity through regular exposure(Kotler and Keller,

2003; cited in Suciningtyas, 2012).

Figure 1. Brand Awareness Pyramid

Brand Awareness has four levels (Aaker, 2009), as in Figure 1:

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 Unaware brands are at the bottom of the brand pyramid, with people

unaware of their presence.

 When a consumer picks a brand at the moment of purchase, brand

recognition (brand recognition) is a minimum level of brand awareness.

 Brand recall is a self-branded re-branding of the brand because it differs

from the introduction assignment,

 top of mind is the brand that comes to mind first. When customers are

asked about the category of a product that can be remembered without

prompting.

Memory can be successful with repetition and reinforcement, building

brand awareness typically takes a long period. Indeed, brands with a

high level of recall are frequently older brands. Consumers are more

likely to purchase products from well-known brands than those from

unknown brands.

Purchase Intention

Consumers that have the ability, will, plan, or are willing to buy a

product or service in the future are said to have purchase intention.

This rise in buying intent indicates a higher likelihood of making a

purchase (Dodds et al., 1991; Schiffman and Kanuk, 2007). Buying

intention can also be used by researchers to predict consumer

behavior. This type of dedication to a brand is positive and good when

consumers have the intention to buy. This is what motivates people to

make purchases at the end of the day (Fishbein and Ajzen, 1975,

Schiffman and Kanuk, 2007).

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Conceptual Framework

The research examines the impact of brand awareness on

consumer purchase intention. The independent and dependent

variables are recognized as two components of the study's principal

goal. These variables are required for the present study to be

completed.

The independent variables were the demographic profile of Senior High

School students in terms of sex, age; the effects of brand awareness

on consumer purchase intention in terms of their experiences with

brand awareness affecting their purchase intention, brand recognition,

brand recall, and unawareness to the brand; and the effects of brand

awareness on consumer purchase intention in terms of their

experiences with brand awareness affecting their purchase intention,

brand recognition The respondents were utilized to create these

variables, which were then used as data for the current study. These

variables and indicators served as the foundation for conducting

analyses to determine the impact of brand awareness on consumer

purchase intentions among senior high school students.

The dependent variable was senior high school students' purchasing

intentions, which helps them make sensible purchases. This is the

study's intended outcome in order to improve students' and the

business industry's understanding of brand awareness and purchase

intention, as well as the effects of brand awareness on consumers'

purchase intentions in not just the municipality, but also in a larger

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scale.

This research compiles data from a variety of articles and research

papers published between 2012 and 2022 to examine the impact of

brand awareness on a consumer's purchase intent. It also includes

some fundamental notions about brand awareness and purchasing

intent. Aker presented a well-known brand awareness pyramid

approach (2009). The publications chosen for this study have been

published in a variety of reputable journals with high impact factors.

Some of the models were also culled from other works by well-known

authors. All of these methods have generated considerable and reliable

information on the subject. All of these excellent people's efforts have

 22

aided us in completing our review and therefore allowing us to offer the

essential information.

Definition of Terms

Purchase Intention

- purchase intention also called customer or buyer' intent, is a measure

of each shopper's propensity to buy a product or service.

Consumer

- a person who purchases goods and services for personal use.

Brand Awareness

the ability of a potential buyer to recognize or recall that a brand is part

of a particular product category.

Brand

A brand is an intangible marketing or business concept that helps

people identify a company, product, or individual. Consumer - A person

who purchases goods and services for personal use.

Product

- A product is any item or service you sell to serve a customer‟s need or

want.

Awareness

- Knowledge or perception of a situation or fact. Likelihood - The

likelihood of something means the odds that it will happen, or how likely

a particular outcome is.

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Service

- A service is any activity or benefit that one party can offer to another,

which is essentially intangible and does not result in the ownership of

anything.

Attributes

- An object closely associated with or belonging to a specific person,

thing, or office a scepter.

Purchase

- To obtain by paying money or its equivalent.

Quality

- The standard of something as measured against other things of a

similar kind; the degree of excellence of something.

Teenager

- A teenager, or teen, is someone who is between 13 and 19 years old.

Market - A regular gathering of people for the purchase and sale of

provisions, livestock, and other commodities.

Survey

- A survey is a research method used for collecting data from a

predefined group of respondents to gain information and insights into

various topics of interest.

Increase
 24

- Become or make greater in size, amount, intensity, or degree.

Respondents

- A person who replies to something, especially one supplying

information for a survey or questionnaire or responding to an

advertisement.

Researcher

- A person whose job involves discovering or verifying information for

use in a book, program, etc. Utilize - Make practical and effective use

of. Variety - The quality or state of being different or diverse; the

absence of uniformity, sameness, or monotony.

Hypothesis

- A supposition or proposed explanation made on the basis of limited

evidence as a starting point for further investigation. Conceptualize -

The act or process of forming a general notion or idea

Associated

- Joined together often in a working relationship Substantial - Of

considerable importance, size, or worth.

Financial

- The finances or financial situation of an organization or individual.

Participants - A person or group who takes part in or becomes involved

in a particular activity Fundamental - Forming a necessary base or

core; of central importance.

 25

Descriptive research

- Descriptive research is used to describe characteristics of a

population or phenomenon being studied According to - According to

means „as reported by‟ or „as stated by‟ and refers to an opinion which

is not the speaker‟s opinion.

Correlational

- In statistics, correlation or dependence is any statistical relationship,

whether causal or not, between two random variables or bivariate data.

Analysis - detailed examination of the elements or structure of

something.

Presentation

- A presentation conveys information from a speaker to an audience.

Presentations are typically demonstrations, introduction, lecture, or

speech meant to inform, persuade, inspire, motivate, build goodwill, or

present a new idea/product.

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 26

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Jamali, M., & Khan, R. (2018). The impact of consumer interaction on

social media on brand awareness and purchase intention! Case study

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EWOM and brand awareness impact on consumer purchase intention:

mediating role of brand image. (n.d.). SSOAR: Home. Retrieved June

6, 2022, from https://www.ssoar.info/ssoar/handle/document/51876

An Analysis of Brand Awareness Influence on Purchase Intention in

Bandar Lampung City's Online Transportation Service (Study on Y

Generation Consumers) | KnE Social Sciences. (n.d.). KNE Publishing.

Retrieved April 24, 2022, from

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The Impact of Brand Awareness on The consumers' Purchase

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 27

(n.d.). www.ssoar.info EWOM and brand awareness impact on

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v2.pdf?Expires=1652927888&Signature=ELcXHXEk2AXFdvfUxmh6Bg

aZpsXN728wbmx86COchSbT8GJ-

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Automobile Industry | Jalilvand | International Business and

Management. CSCanada
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Chapter 3: Research Methodology

Method of Research

The descriptive-correlational research method was used by the

researcher in this study. Descriptive research, according to Bhat

(2019), is a research method that describes the features of the

population or topic being examined. This study is primarily concerned

with describing the characteristics of a demographic group. Because

the study sought answers on the profile of Senior High School students

in terms of age, gender, and academic strand, the descriptive research

approach was used.

In addition, the study sought to learn more about the effects of brand

awareness on consumer purchase intention in terms of brand

knowledge, brand recognition, brand recall, and purchasing

experiences.

Correlational research, according to McCombes (2020), is a sort of

non-experimental research approach in which a researcher measures

two variables and analyzes and evaluates the statistical relationship

between them without the use of any other variables. As a result, this

strategy was utilized to see if there was a link between the

respondents' demographics and the impacts of brand awareness on

consumer purchase intentions.

Population Size, Sample Size, and Sampling Technique

San Lorenzo Ruiz National High School Senior High School

Students were the study's target population. The sample size of the
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target population was calculated using a sampling technique. The

respondents were limited to 35 Senior High School Students enrolled in

San Lorenzo Ruiz National High School using the purposive sampling

technique.

Description of the Respondents

The participants in our study are Senior High School students of

San Lorenzo Ruiz National High School. Because they are all in Senior

High, they are the ones we chose to be our respondents. They

completed the questionnaire we supplied them, which provided us with

the information we required. We need at least 30 to 40 students to

participate in our study, therefore we are conducting a survey and

asking them questions about their buying experience. As respondents,

they gave information via a questionnaire that will be used in the

research.

Research Instruments

The study's primary data collection tool was a survey questionnaire.

The closed-ended form of question was chosen because it was simple

to fill in the answers, it saved time and kept respondents focused on the

subject, and it also fits the study problems. We used two-part

questionnaires. Part 1 will inquire about the respondents'

demographics. The researcher created the profile tool, which would

determine the respondents' names, ages, genders, and strands. Part 2

consists of questionnaires designed to assess each respondent's level

of brand awareness and purchase intent. They will respond with agree,
 31

strongly agree, disagree, and strongly disagree to five (5) questions on

the questionnaire.

Data Gathering Procedure

The researcher gathered the information for this study using a

questionnaire survey form. This was the key method for generating

concrete and trustworthy data. Respondents were well-guided in filling

out the questionnaire in order to acquire a 100% retrieval rate and to

instantly answer any questions concerning the survey form. The

questionnaires were then retrieved by the researcher. The researcher

assured and guaranteed the respondents that the information acquired

would be kept private and secret.

Statistical Treatment of Data

Various statistical tools and techniques were used to evaluate and

interpret the data collected in this study. To examine quantitative data,

descriptive and correlational statistics were primarily used. The term

descriptive was employed to characterize the variables as well as the

natural relationships that existed between and among them.

Correlational approaches were employed to illustrate if and how

strongly two variables were related statistically.

Each relevant respondent was evaluated against the total respondents

using the percentage frequency distribution technique. This revealed

the study's most common factors.

The weighted mean was used to determine the level of effects of brand

awareness on consumer purchase intention using four separate

variables, while the technique was utilized to present the particular

 32

percentage of observations that existed for each of the variables in the

profile. This was also emphasized in the reoccurring items found

throughout the research. To determine the relative relevance of the

elements, the weighted mean was employed to get the average of the

respondents' responses.

A variety of instruments, methodologies, and approaches were used to

investigate and interpret the data collected in this study. The frequency

and percentage distribution of rate are also used to review and collect

research data and findings from the full proportion of respondents.

References

//. (n.d.). // - Wikipedia. Retrieved June 6, 2022, from

https://docs.google.com/document/d/17ZAE5wG2MLxMmIscJE2WrLLxaNetf_

YZposLqekEVJ4

Correlational Study of Student Perceptions of their Undergraduate Laboratory

Environment with respect to Gender and Major. (2020, November 4). ERIC.

Retrieved June 6, 2022, from https://files.eric.ed.gov/fulltext/EJ1281846.pdf

 33

Chapter 4: Analysis and Interpretation of

Data

Profile of the Respondents

This chapter discusses the analysis, presentation, and interpretation

of data relevant to student brand awareness and purchase intent, as

well as the reasons and perceptions behind these findings. This

chapter covers data display once the survey has been completed, as

well as data analysis and interpretation using the statistical methods

outlined in the preceding chapter. The information gathered was

collected and evaluated in order to address the precise questions

posed in the problem statement in chapter 1. The survey questionnaire

supplied to the respondents was used to create the analytical tables.

The data was presented in tabular form with extensive discussion by

the researcher. Every table also included the implications and

justifications. This presentation was created to help people understand

how to interpret the statistical data collected throughout the research

project. The following information has been presented: a demographic

profile of the respondent's reasoning and perceptions of the students in

terms of brand knowledge and consumer purchase intention, as well as

their awareness of its effect

Age of the Respondents

Table 1, presents the age profile of the respondents, as well as their

frequency and percentage.

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Table 1.

Age Frequency Percentage(%)

16 3 9%

17 9 26%

18 12 34%

19 11 31%

The result implied the age of the selected respondents of the study in

data gathering of brand awareness and consumer purchase intention,

knowledge and perceptions, and the awareness of its effect.

The majority of those aged 18 and 19 indicate that they are part of the

research data collection that acts as the subject selected respondents

in the study (34%). 9% aged 16 and 26% aged 17 are all participants in

the study. The distribution of the respondents' sex profiles is shown in

the next table below.

Sex of the Respondents

Table 2

Gender Frequency Percentage(%)

Male 10 29%

Female 25 71%
 35

Table 2 shows the gender of the selected respondents.

According to the frequency and percentage of respondents, the

majority of those who answered the questionnaire survey were females

with 71%, with male respondents representing only 29%.

Academic Strand of the Respondents

Table 3.

Strand Frequency Percentage

GAS 29 83%

TVL-ICT 1 3%

TVL-FBS 5 14%

TVL-Agriculture 0 0

Table 3 shows the strands of the respondents.

The result shows that the majority of the respondents who answered

the survey questionnaire were GAS students with 83%, 14% of TVL-

FBS, 3% of TVL-ICT, and none of TVL-Agriculture.

Educational Attainment of the Respondents

The results implies that all of our respondents are currently studying

in high school which gives us a 100% out of 100% in total.

 36

Findings

Survey Questions Frequency and Percentage of Responses

1. Do you think you Frequency Percentage

should think about

your brand

knowledge before

buying a product?

Agree 25 71

Strongly Agree 9 26

Disagree 1 3

Strongly Disagree 0 0

2. Does senior high Frequency Percentage

school students

preference

contribute to

positive effect of

brand awareness to

their purchase

intention?

Agree 32 91

Strongly Agree 3 9

Disagree 0 0

Strongly Disagree 0 0

3. Do you agree that Frequency Percentage

brand awareness
 37

was the most

influential factor

towards purchase

intention of a

customer?

Agree 28 80

Strongly Agree 5 14

Disagree 2 6

Strongly Disagree 0 0

4. Do you think that Frequency Percentage

brand awareness

has a direct impact

on consumer

purchase intention?

Agree 28 80

Strongly Agree 7 20

Disagree 0 0

Strongly Disagree 0 0

5. Do you believe Frequency Percentage

that the effects of

brand knowledge on

consumer purchase

intention assist

consumers make

good product

choices?
 38

Agree 29 83

Strongly Agree 6 17

Disagree 0 0

Strongly Disagree 0 0

Weighted Mean

Table 1.

Question Weighted Range

Mean 1.0-1.6 – Strongly Agree

1.7-2.4 – Agree

2.5-3.4 – Disagree

3.5-4.0 – Strongly Disagree

1. Do you think you 1.7 Agree

should think about

your brand

knowledge before

buying a product?

Table 1 shows that consumers agree that they consider their

knowledge about a product before purchasing it.

Table 2.
 39

Question Weighted Range

Mean 1.0-1.6 – Strongly Agree

1.7-2.4 – Agree

2.5-3.4 – Disagree

3.5-4.0 – Strongly Disagree

2. Does senior 1.9 Agree

high school

students

preference

contribute to

positive effect

of brand

awareness to

their purchase

intention?

Table 2 shows that product preference of Senior High School students

contributes to the positive effects of brand awareness to their purchase

intention.

Table 3.
 40

Question Weighted Range

Mean 1.0-1.6 – Strongly Agree

1.7-2.4 – Agree

2.5-3.4 – Disagree

3.5-4.0 – Strongly Disagree

3. Do you 2.0 Agree

agree that

brand

awareness was

the most

influential

factor towards

purchase

intention of a

customer?

Table 3. shows that consumers agree that brand awareness is the most

influential factor towards their purchase intention.

Table 4.
 41

Question Weighted Range

Mean 1.0-1.6 – Strongly Agree

1.7-2.4 – Agree

2.5-3.4 – Disagree

3.5-4.0 – Strongly Disagree

4. Do you think 1.8 Agree

that brand

awareness has

a direct impact

on consumer

purchase

intention?

Table 4 shows that consumers agree that brand awareness has direct

impact to their purchase intention.

Table 5.

Question Weighted Range

Mean 1.0-1.6 – Strongly Agree

1.7-2.4 – Agree

2.5-3.4 – Disagree

3.5-4.0 – Strongly Disagree

5. Do you 1.9 Agree

 42

believe that the

effects of

brand

knowledge on

consumer

purchase

intention assist

consumers

make good

product

choices?

Table 5 shows that consumers agree that their knowledge about a

products guides them to make better purchases.

Chapter 5: Summary, Conclusion, and Recommendation

Summary

Brand awareness has a considerable impact on senior high school

students' buying intentions. A product with a higher brand awareness

will grow faster in the market and help the company make more money.

Brands that increase brand awareness and attract teenagers,

particularly students, continue to purchase familiar, favored brands

today. Brand awareness is so important to consumers when purchasing

a product, it's important that you have a piece of knowledge on how

you purchase a product because it is part of our daily life. Brand

 43

awareness, as one of the fundamental dimensions of brand equity, is

often considered to be a prerequisite for consumers‟ buying decisions,

as it represents the main factor for including a brand in the

consideration set. A product with a higher brand awareness will have a

tendency to be popular and grow faster to the market. Higher brand

awareness has an impact on the consumers purchasing decisions,

especially teenagers that didn't have enough experience when it comes

to purchasing a product. Their basis for purchasing a product is based

on the popularity of a product

Conclusions

The results of our study show that customers will purchase a well-

known and well-liked item. Brand knowledge has a considerable impact

on senior high school students' buying intentions, according to the

study. After reviewing all of the information provided and obtained by

our survey, we have come to the conclusion that consumers will prefer

to buy brands they are familiar with. A consumer is always hesitant to

purchase new products. Before purchasing anything, a wise consumer

will conduct market research or consult with someone he trusts, and

only then will he know what, how, and where to buy. If a consumer

learns of any negative information about a product, he will not purchase

it. A business will have to maintain triggering its brand and advertising

more and more to let a huge number of people know about their brand

in order to retain their customers aware of it.

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Recommendations

The research also recommends that businesses prioritize product

quality. Because of the high quality of the goods, consumers will

develop brand loyalty and boost their repurchase behavior.

Furthermore, businesses should be mindful that their purchase

experience will influence how a product is perceived. A high rating

implies that customers are happy. As a result, their brand loyalty and

preference, as well as repurchase behavior, will increase.

According to the findings, customers should pay close attention to

the effects of brand awareness on purchase intent. According to the

study, if consumers can recognize a brand name when they wish to buy

a product, that product has a higher level of brand awareness. When a

product has a well-known brand name, it helps gain consumers' trust

and enhance buy intent. As a result, businesses should create a brand

and promote it through sales promotion, advertising, and other

marketing activities. Brand loyalty will rise when brand awareness is

high.

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