NOTRE DAME OF MARBEL UNIVERSITY

Alunan Avenue, City of Koronadal 9506

South Cotabato, Philippines

Influence of Advertising on Aloot Foods’

Customers’ Buying behavior

A Research Presented to the Faculty

of the College of Business Administration

In Partial fulfillment of the Requirements for the

Course PMM 109 (Marketing Research)

Angelu O. Cedaña

Shena Ross V. Divinagracia

Marjone A. Farochillin

Gem Michael S. Gabata

Christian Ian R. Gallaza

 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Methodology

This section presents the methods in gathering data for the study including

the Research Design, Units of Analysis (Sampling Design, Sampling Technique,

and Source of Data), Limitation of the Study, Research Instrument (Validation

and Reliability Test), and the Data Collection Method.

Research Design

As the study aims to identify marketing strategies, the research design

that will be employed in this study is descriptive research. This is to describe and

assess different types of advertisements. This research design will assist the

researchers through providing data that support generalizations about the

phenomenon under the study. The goal of descriptive research is to describe a

phenomenon and its characteristics. The study is more concerned with “what”

rather than “how” or “why something has happened”. Therefore, observation and

survey tools are often used to gather data (Gall & Borg, 2007)

Units of Analysis

Under this section includes the Sampling design, Sampling Technique,

and the Source of Date used by the researchers in the study.

 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Sampling Design

This study will use Cochran's formula in calculating the sample size or the

number of respondents needed for the study. Below is the computation for the

sample size using Cochran’s Formula.

n= z2 (pq) / e2

n= (1.96)2 (.05)(.05) / (.05)2

n= (3.8416)(0.25) / .0025

n= 0.9604 / .0025

n= 384.16 or 385

The confidence level of the study is 95 percent which is 1.69 in value from

the z table. With the computation at hand, the researchers will have a total of 385

respondents for the study.

Sampling Technique

The sampling technique used in the study is convenience sampling in

which the respondents are sampled simply for the researchers and at the same

time for the staffs of Aloot Foods convenience considering also the pandemic

today. According to Galloway (2005), respondents who are "convenient" for the
 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

researcher are used in convenience sampling. These respondents could be

gathered by simply asking people on the street, in a public building, or at

workplace with no set procedure on acquiring.

Source of Data

For the researchers to have the desired information, they will collect the

data through a printed survey questionnaire that will be handed out by the

researchers to Aloot Foods for distribution. The distribution of the questionnaire

will be based on the number of customers that will participate in filling out the

survey forms.

Limitation of the Study

The study will be conducted in Aloot Foods (Main Branch), Brgy. Zone III,

GenSan Drive, City of Koronadal, South Cotabato. The questionnaire will only be

distributed and answered by the walk-in customers of Aloot Foods. The study will

be focusing on promotional advertisements that will help Aloot Foods boost their

sales and profitability. Specifically, on what type of advertisements most of Aloot

Foods customers push them to purchase Aloot Foods products.

 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Research Instrument

The researchers will use a printed self-made questionnaire that will be

distributed to the walk-in customers of Aloot Foods. The questionnaire contains

two parts with a short message request for the respondents to answer it:

Part I. The first part of the questionnaire is the demographic profile of the

respondents which consists Name (optional), Age, and their Address (what

barangay in the city of Koronadal or outside the city of Koronadal).

Part II. The second part of the questionnaire is where the main questions of the

study are asked to get the data and answer the problem of the study. Options are

provided with circles wherein customers will put a check that corresponds to their

answer.

Figure 3. Validation
 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

Variable Cronbach's N of

Alpha Items

Influence of Advertising on Consumer’s Buying .958 5

Behavior of Aloot Frozen Meat Products

Table 1. Reliability Test

Cronbach’s Alpha Internal Consistency

0.90 and above Excellent

0.80 – 0.89 Good

0.70 – 0.79 Acceptable

0.60 – 0.69 Questionable

0.50 – 0.59 Poor

Below 0.50 Unacceptable

Table 2. Reliability Test Index

Data Collection Methods

The data collection of the study begins after identifying problems, the

research design and the respondents of the study. After identifying there was a

formulation and validation of the self-made research questionnaire. After a

thorough formulation and validation of the questionnaire from the panelists, the
 NOTRE DAME OF MARBEL UNIVERSITY
Alunan Avenue, City of Koronadal 9506
South Cotabato, Philippines

researchers drew a clear qualification for the respondents. In order for the

researchers to successfully collect proper data, there was a clear criterion for the

respondents. The respondents that can only answer the questionnaire are those

who are walk-in customers of the Aloot Foods. The questionnaire is distributed

by aloot's staff and workers, and it is completed by walk-in customers after they

have purchased a product. The questionnaires are then gathered by the

researchers and after the target sample size answered the questionnaire from

the gathered response, the researchers analyzed and interpreted the data using

frequency and percentage distribution. Through the statistical treatment, the

researchers were able to determine what are the types of advertisements that

encourage the customers of Aloot Foods to purchase their products.

Figure 4. Percentage Distribution Formula