Las Piñas National High School 1

Senior High School

BRAND AWARENESS AND ITS RELATIONSHIP TO RAL CAREER LINK

CUSTOMER PATRONAGE

A Research Presented to the

Faculty of Las Piñas National High School

Senior High School

In Partial Fulfilment

of the Requirements for

Inquiries, Investigation and Immersion Subject

Melecio, Frilly
Alvarado, Angel Joyce
Arevalo, Marie Angela
Badilla, Joji
Caasi, Jayden
Cahilo, Mary Jane
De Leon, Jamie
Elim, Micah
Torres, Bryan

2019
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APPROVAL SHEET

This research hereto entitled:

“BRAND AWARENESS AND ITS RELATIONSHIP TO RAL CAREER LINK

CUSTOMER PATRONAGE”

prepared and submitted by Melecio, Frilly, Alvarado, Angel Joyce, Arevalo, Marie
Angela, Badilla, Joji, Caasi, Jayden, Cahilo, Mary Jane, De Leon, Jamie, Elim, Micah,
and Torres, Bryan in partial fulfilment of the requirements for Inquiries, Investigation
and Immersion Subjecthas been examined and is recommended for acceptance and
approval in ORAL EXAMINATION.

JUDY MAE G. PANTOLLA, MA Math

Research Adviser

Approved by the committee on Oral Examination with the grade of PASSED on

____________.

JACEL E. AGASER
Chairman

Mark AnthonyJ. Gusto, MA Math MAE CHRISTINE S. DIANA, MA English

Member Member

Accepted and approved in partial fulfillment of the requirements for the Inquiries,

Investigation and Immersion Subject.

NELSON A. IMACULATA, JR PHONDORA S. CAPISTRANO.

SHS – Assistant Principal Principal IV
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ACKNOWLEDGEMENT

First and foremost, praises and thanks to the God, the Almighty, for His

showers of blessings throughout our research work to complete the research

successfully.

We would like to express our deep and sincere gratitude to our research adviser,

Ms. Judy Mae Pantolla for giving us the opportunity to do research and providing

invaluable guidance throughout this research. Her dynamism, vision, sincerity and

motivation have deeply inspired us. She has taught us all the needed information to

carry out the research and to present the research works as clearly as possible. It was a

great privilege and honor to work and study under her guidance. This work would not

have been possible without the help also of our Marketing and Entrepreneurship

teacher Ms. Jacel Agaser, thank you for guiding us and helping us most specially in

different business ideas that is really significant to our research. We would also like to

thank RAL Career Link Incorporated for helping us in the gathering of our data and for

assisting our needs regarding their company’s data. We are extending our heartfelt

thanks to Mr. Roberto Paler the President of RAL Career Link Incorporated and to his

wife Mrs. Imelda Paler.

We are also extremely grateful to our parents for their love, prayers, caring and

sacrifices for educating and preparing us for the future. Special thanks goes to our

friends and classmates in Las Pinas National High School for their moral support.
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F.M.
A.J.A.
M.A.A.
J.B.
J.C.
M.J.C
J.G.D.
M.C.E.
B.T.
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TABLE OF CONTENTS

PAGE

TITLE PAGE i

APPROVAL SHEET ii

ACKNOWLEDGEMENT iii

TABLE OF CONTENTS v

LIST OF TABLES vii

LIST OF APPENDICES

viiiABSTRACT

ix

CHAPTER

I INTRODUCTION 10

Conceptual Framework 12

Statement of the Problem 13

Significance of the Study 13

Scope and Delimitation of the Study 14

Definition of Terms 15

II REVIEW OF RELATED LITERATURE 16

Synthesis 22
III RESEARCH METHODOLOGY 23

Research Design 24
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Instrument 24

Sampling/ Respondents of the Study 25

Data Gathering Procedure 25

Statistical Treatment 25

III RESULTS AND DISCUSSION 27

VI SUMMARY, CONCULUSION AND

RECOMMENDATION 30

Summary of Findings 30

Conclusion 30

Recommendation 31

REFERENCES 32

APPENDICES

36CURRICULUM VITAE 43
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LIST OF TABLES

TABLE PAGE

1. The extent of Brand Awareness of RAL Career Link 27

Incorporated customers

2. The extent of customer loyalty of RAL Career Link 28

Incorporated

3. The significant relationship between RAL Career Link 29

Incorporated customer’s brand awareness and customer

loyalty
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LIST OF APPENDICES

PAGE

A Letter of asking permission to use the instrument 36

B Validated Instrument 37

C Picture of the company 38

D Gantt chart 39

E Tabulated data (excel form) 40

F Results from SPSS 41

G Proposal 42

H Curriculum Vitae 43
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ABSTRACT

The increasing rate of illegal recruitment in the country is the greatest concern of this

study, a factor that the researchers considered to provide solution of for the benefit of

the customers and even recruitment agencies in the country. The study used the brand

awareness and customer loyalty of RAL Career Link Incorporated, a Philippine

Overseas Employment Agency (POEA) accredited recruitment agency established in

Makati City, Philippines as independent variables. The study aims to determine if there

was a significant relationship between brand awareness and customer patronage of

RAL Career Link Incorporated. This study utilized a correlational method of research,

using the over-all total population as a sample. The instrument used was adapted

research questionnaire using a Likert scale to determine the level of awareness and

loyalty of RAL Career Link Incorporated clients. The initial hypothesis is that there is a

positive direct relationship between brand awareness and customer patronage, an

increase or decrease in brand awareness could resulted to increase or decrease in

customer patronage. The study revealed that there is a significant relationship between

brand awareness and customer patronage at RAL Career Link Incorporated. The level

of awareness and patronage were both moderate thus implying their positive and direct

relationship with each other. The study recommends the future researchers to give a

differing approach with regards to the research environment. Nomination of other

research variable, respondents and even research instrument could further improve the

initial knowledge and information that was extracted from this study.
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CHAPTER I

INTRODUCTION

An estimated 6,000 Filipinos leave to work overseas every day (Department of

Justice 2016). Overseas Filipino Workers (OFW`s) and their families disbursed large

amount of money for paying fees and fares from their home town to the recruitment

agency. The existence of illegal recruitment schemes misled prospective workers. A

total of 1,567 illegal recruitment cases were reported to the Department of Justice

(DOJ) in 2016 excluding cases that have either been dropped or not reported at all. The

dominant factor about these illegal recruitment cases is the lack of appropriate

knowledge of aspiring Filipinos who wanted to work abroad.

Recruitment agencies were greatly affected by this issue including RAL Career

Link Incorporated which is a Philippine Overseas Employment Agency (POEA)

accredited, it is located in Makati City. It turned into a corollary for RAL Career Link

Incorporated and they are gravely influenced by these issues thinking about that they

are headed towards getting to be one of the performing recruitment agencies in the

country.

In order to avoid or prevent this problem, RAL Career Link Incorporated must

strengthen its brand awareness. Brand awareness is an important indicator of

consumers` knowledge about a brand, the strength of a brand`s presence in the

consumers` mind and how easily that knowledge can be retrieved from memory
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(O`Guinn, Allen & Semenik, 2009). According to Karin Ansari of Cox Purtell, in order

to strengthen one`s brand, make sure you address the business` needs. First was to

scope out competitors, those more-so talented competitors to see if there are any gaps

or opportunities.

This study aims to increase brand awareness of the company to guide OFW’s

and by that to increase the number of clients in the company. Moreover, the researcher

also want to determine if there was a significant relationship between brand awareness

and customer loyalty in RAL Career Link Incorporated in the core perspective of the

customers in the agency.

CONCEPTUAL FRAMEWORK

The figure below represent as the conceptual framework of the study.

INPUT PROCESS OUTPUT

 RAL Career  Ask permission to the manager 1. Propose a

Link Marketing
Incorporated’s  Make and validate the Proposal
customers questionnaire
brand 2. Create
awareness  Administer the survey Brand
questionnaire Advertise
 Customer ment
loyalty in RAL  Analyze and interpret the data
Career Link Inc.

Figure 1. Concept Paradigm

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Based from the figure 1, it shows the paradigm of the study in which it

represented the flow of the study. Input contains what must be first addressed which

were brand awareness and customer loyalty in RAL Career Link Inc. Process shows on

how the researcher will able to gathered the data. First administering of the validation

of the survey questionnaire to be used--with the help of teachers and advisers, and

experts in the field; then proceeding to the analysis of the data. Then lastly which is the

output which is building of brand awareness amongst the customers of RAL Career

Link by creating a brand advertisement and proposed a marketing proposal that will

help the company to lead their customer’s awareness towards the brand.

STATEMENT OF THE PROBLEM

The study aims to determine if there is a significant relationship between brand

awareness and customer patronage in RAL Career Link Incorporated.

Specifically, this study aims to answer the following:

1. What is the extent of brand awareness of RAL Career Link Incorporated customers?

2. What is the extent of customer patronage of RAL Career Link Incorporated?

3. Is there a significant relationship between RAL Career Link Incorporated customer’s

brand awareness and customer patronage?

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SCOPE AND DELIMITATION

The main objective of this study is to determine the extent of customer brand

awareness and customer patronage in RAL Career Link Incorporated. In addition, the

study aims to identify if there is a significant relationship between brand awareness and

customer patronage in RAL Career Link Incorporated.

The study is limited to the customers of RAL Career Link Incorporated in

Makati City, Philippines for the S.Y. 2018-2019..

SIGNIFICANCE OF THE STUDY

Brand awareness is a key factor to minimize illegal recruitment cases. It could

lead to customer patronage and to the success of a firm and the flourishing of the

economy. The accumulated benefit/s to the following beneficiaries were pre-

determined and these are:

Business Owners. This study will serve as a guide to know the significant relationship

of brand awareness and customer loyalty, it will abet them in building up strategies

regarding customer`s loyalty, which will greatly benefit the management and operation

of the firmer institution.

Employees. Employees will gain knowledge for determining the customers purchasing

behavior. The customers purchasing behavior would greatly help to formulate effective

marketing strategy for the customers that would benefit the company itself.
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Customers. This could serve as an informative campaign for the service purchasers of a

recruitment agency; to be able to avoid being victimized, and also to minimize the

increasing rate of illegal recruitment in the country.

Future Researchers. Future researchers of recruitment agency could enhance and

improve the initial knowledge if they will also conduct a study in the same field, but

experimenting with different variables that is related to the study.

DEFINITION OF TERMS:

With the end goal of clarification and better comprehension of the study, the

accompanying terms are defined to be able to further understand the study.

APROPOS- With reference to the study concerning brand awareness and customer

loyalty.

AUSTERELY- A stern or strict bearing or demeanor that greatly affects the issue of

illegal recruitment to recruitment agencies.

BRAND AWARENESS- These is the extent to which a brand is recognized by

potential customers and it serves as the variable 1 of this study.

CUSTOMER- These are the individuals that has ability to buy a product or service.

They served as the participants of the study.

EMPLOYEES- These are the individuals who works in RAL Career Link Incorporated

and serves as the participants of the study.

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RAL Career Link Incorporated- Is a recruitment agency in Makati City, Philippines

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Chapter II

Review of Related Literature

This chapter presents the review of related literary works and studies that helped

the researchers shape the study. To determine the relationship between brand awareness

and customer patronage in RAL Career Link Incorporated is the aim of this study.

Brand Awareness

Brand Awareness is defined as "the lowest level of brand recall” (Brand Awareness

and Customer Loyalty, 2012). (Chi & Yeh, 2015) Having a brand that the customers

can easily remember is an advantage. The satisfaction that it can bring is on a high

level for it can help any particular business institution. It is about making the

consumers aware of his/her rights about a certain product, moreover, it is also defined

as the contentment of the customers and their willingness to purchase the product

because of knowledge of its uses and features.

The consumer’s ability to identify and remember a brand (Chi &Yeh, 2015), is

significant to aware current and potential customers towards a product or service

(Gustafson & Chabot, 2010). If an organization has a successful brand awareness it

means that the products and services of the organization have a good reputation in the

market (Gustafson & Chabot, 2010). The awareness of the brand plays a significant

role while purchasing a product or service may have control on perceived risk

evaluation of consumers and their level of assurance about the buying decision due to
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awareness with the brand and its uniqueness. Consequently, consumers ability to

identify, recognize and recall a brand in different buying situations also differentiates

the brand from competitors and led to brand choice. Recognition of a particular brand

and being aware of a brand alludes to the level of buyer acknowledgment, acceptance

and review of a brand regardless (Percy, 2013) of any cue or hint. As indicated by

Russel (2011) it is "the capacity of a potential purchaser to perceive or review that a

brand is an individual from a specific item classification". Then again, Bloemer (2009)

has expressed that brand awareness is about track or pack control in buyer recollections

that reflect capacity of the buyer to recall or perceive a brand in various conditions.

Being a brand that strikes a chord at first alludes to the level at which the brand

replaces the item classification (Goodwin, 2013: 15). In support of member conduct

and coherence of development, which makes positive feeling/sentiments about the

brand in the brains of adherents via web-based networking media (Kang, 2009), but

adversely coherent for non-technology literate customers.

Diminishing the time hazard that was devoured would be spent for the item that

they will purchase (Kasper, 2010). At this point the purchasers are required to pick the

brand awareness that comprises four levels: brand acknowledgment, brand review, best

of the mind brand and overwhelming brand. Brand acknowledgment is related with

brand recognition of the customer while mark review is the reasoning the brand at first

when a scope of item is presented (Lee and Moraga, 2015), but unnecessarily uniform

in the customers perception.

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Customer Loyalty

Strong competition in the market poses a great threat to each firm. If left

undetected a firm could go into bankruptcy yielding a great loss for the owners,

investors and even creditors that affects the marketing system.

Pakistan researcher Samar Rahi (2016) said that customer loyalty “is retaining and

making the customers loyal towards a brand on a product”, an aim that could play an

important role for the success of a business. Customer loyalty is the attitude and

behaviour of the customer to prefer one brand over all competitors due to satisfaction

with a particular product or service. It is also defined as the willingness of any given

customer to purchase the company’s goods or services over competitive ones available

in the market place. (Singh, Khan, 2012).It encourages consumers to shop more

consistently, sometimes disregarding the customer value they aimed to provide

(Peiguss, 2012). The customers can become loyal to the brand due to its uniqueness, its

taste, feel easy by using that particular brand and they also have enough knowledge

about that brand and feel confident while make a purchase or may be due to price factor

etc. brand loyalty is very important for the organization to meet its objective so the

organization try to make its customers happy and also resolve the problems if they feel

related to their particular product and service. The brand loyalty can be defined as; the

degree of closeness of client to a specific brand, expressed by their replicate purchase

regardless of marketing stress created by the rival brands.

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In addition, customer loyalty is the final destination of brand management, and if a

company wants to test the weakness or strength of its customers’ loyalty, it can easily

check whether consumers still favor its product in contrast to competitors. Customer

loyalty is consumer attitudes on a brand preference from previous use and shopping

experience of a product (Aaker, Deighton, Henderson, &Neslin, 2013), and it can be

measured from repurchase rate on a same brand. Assael (2016) defines that customer

loyalty is the satisfying of consumers past experience in use of the same brand and

incur repurchase behaviour. This also means that brand preferences of consumers will

not consider other brands when they buy a product (Baldinger&Rubinson, 2013;

Cavero&Cebollada, 2013).

Consumers will have a higher purchase intention with a familiar brand (Kamins &

Marks, 1991). Likewise, if a product has higher brand awareness it will have a higher

market share and a better quality evaluation (Dodds, et al., 2014). A well known brand

will have a higher purchase intention than a less well known brand (Hsu, 2009).

Garretson and Clow (2014) suggest that perceived quality will influence consumer

purchase intention, and Monore (2014) indicates that perceived quality will positively

influence purchase intention through perceived value. Ho (2013) also asserts that the

higher the perceived quality and perceived value of the private brand foods, the higher

buying intention to consumers. In addition, Chang (2009) and Wu (2009) conclude that

perceived quality and purchase intention are positively related.

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Brand loyalty is a repurchase commitment that promises consumers will

repurchase their favourable brands in the future, and they will not change their loyalty

under any circumstance (Oliver, 2014). Aaker (2013), Assael (2013), and Wang and

Kan (2010) also mention that consumers must have positive feelings to a brand, and

then they will produce purchase intention.

Customer Patronage

According to the Concise Oxford English Dictionary (2010), the word customer

or consumer patronage mean a person or thing that eats or uses something or a

person who buys goods and services for personal consumption or use. People

patronize organizations products/services at one time or the other. In the context of

this study, we may use customer patronage and loyalty interchangeably because

customer patronage precedes loyalty. There is a strong relationship between

patronage and loyalty. Patronage is burn out of a desire to be committed to an

organization either based on its service quality or perceived service qualities.

Hence, the extent to which a customer will patronize the services of a bank

depends on how the customer perceives the banks physical environment (services

cape) and how the customer also thinks and feels that the condition of the service

environment is consistent with his / her personality.

To better understand customer patronage behaviour researchers have made reference to

several theories. Prominent among them is the “Theory of Reasoned Action” (TRA),

developed by Fishbein and Ajzen (2011). This theory asserts that “people have high
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degree of volitional control and make reasoned choices among alternatives” (Ajzen &

Fishbein, 2011). The fast- food industry is one sector where the application of this

theory has been found to be of immense relevance (Sheppard, Harwick&Warshaw,

1988). The theory explains the functional relationship between attitude and subjective

norm (i.e. attitude imposed by referent group) and that a person’s behavioural intention

is predicated on these two basic factors - his/her attitude and subjective norm to

maintain relationship (Ajzen&Fishbien, 2010 as cited in Igwe et al., 2012)

Customer patronage is achieved when the anticipations of customers are fulfilled.

Excellent customer service does not only make customers patronize the products, but

they also spread positive word-of-mouth to other people, which is an avenue for

creating profits for the bank. In effect, if customers change their ways of patronizing, it

will have a great impact on the long term revenue of the bank. For customers to re-

patronize products and services of the bank, information and communication

technology becomes the channel through which the services are rendered. Therefore,

customer service is delivered through information and technology communication

which has a great influence and impact on whether the customer will patronize again or

not (Fouad, 2013). The use of ICT within the banking sector involves the networking of

branches, the use of ATMs, SMS, internet and telephone banking, electronic payment

of bills and others (Kwashie, 2012).

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Synthesis

The study revealed that awareness of a brand may differ with regards to level

and perception of satisfaction and reputation of a brand. According to Samar Rahi

(Impact of Customer Value, Public Relations Perception and Brand Image on Customer

Loyalty in Services Sector in Pakistan, 2016) customer value, public relations

perception and brand image could be linked in brand awareness of the consumers that

results into customer loyalty that could help improve the firm or business.Customer

patronage and loyalty can be used interchangeably because customer patronage

precedes loyalty. The perception of the consumers drove their purchase intention or

patronage for the reason of the product or service alignment with consumer’s

personality.

With the supporting related literary works as evidence, this study upheld that brand

awareness and customer loyalty purchase intentions have a strong positive association

with each other. Thus it is concluded that purchase intentions can be enhanced with the

enhancement in the brand awareness and brand loyalty, or simply brand awareness has

a direct significant relationship to customer loyalty integrated for recruitment agency

under the service sector, that in order for a business to succeed in terms of customer

loyalty, they must address and establish a strong image, a strong brand awareness for

their customers and even clients.

Meanwhile, a related study by Dr. M.I Subhani and Amber Osman (A study on the

association between Brand Awareness and Consumer/Brand Loyalty for the packaged
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milk industry in Pakistan, 2009) resulted that there was no significant relationship

between brand awareness and customer loyalty in commodity products like milk

because of random purchasing behaviour of the customers, that does not always rely on

brand reputation.
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CHAPTER III

Research Methodology

This chapter presents the different procedures and techniques to be performed in

order to obtain the needed values and data.

Research Design

The researcher utilized the correlational method of research. Where in the

researchers determine the relationship between the independent and dependent

variables which are brand awareness and customer patronage.

Research Instruments

A research questionnaire was distributed to the respondents and the overview

survey instruments were utilized to accomplish the primary goal of this study. The

survey given to the respondents meant to determine the relationship of brand awareness

and customers’ patronage towards RAL Career Link Incorporated.

The survey used was validated by the researchers’ mentor, Ms. Pantolla, and

organized utilizing the Likert Scale which is a rating scale that requires the subject to

demonstrate his or her level of assertion or contradiction to the following validated and

adapted statements; the first part determined the level of awareness meanwhile the

second part is for the level/extent of customer patronage.

The designated quantifications used in the questionnaire are: 1 indicates strong

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disagreement, 2 as disagreement, and 3 as an agreement, while 4 indicates the contrast

of the first, which is strong agreement.

Respondents of the Study

The respondents of this study were the 44 clients of RAL Career Link Inc. All of

these participants were selected through random sampling. There was no criteria used

and all were made piece of the populace, because of time and spending limitations, the

researchers settled on a littler example estimate.

Data Gathering Procedure

This research used survey as a method of collecting data. Then, the researchers

asked for permission to have a survey for a specific group of customers, also to

employees of RAL Career Link Incorporated. Survey was used in this study because it

needed large number of respondents and it is inexpensive. Afterwards, the researcher

analyzed and interpreted the findings to know what can be done to attain the goal of

this study.

Statistical Treatment

The researcher used the following statistical tool to analyse the data.

Mean. The researchers get the average of the brand awareness and customer loyalty in

order to know the level or extent in awareness and loyalty of RAL Career Link

Incorporated customers.
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Standard Deviation. It was used to in order to know whether the answer of the

respondents is close to each other in brand awareness and customer loyalty variables.

Pearson r. It was used to know the relationship between the brand awareness and

customer loyalty.
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CHAPTER IV

Results and Discussion

This chapter discusses the data analysis and findings from the completed survey

questionnaires done by RAL Career L ink Incorporated’s customers. The purpose of

this study is to identify if there is a significant relationship between brand awareness

and customer patronage.

1. The extent of Brand Awareness of RAL Career Link Incorporated customers.

The extent of Brand Awareness of RAL Career Link Incorporated customers

denotes how knowledgeable are these customers towards the existence of the company

as shown of the following table.

Table 1 Level of brand awareness of RAL Career Link Incorporated customers

Mean Sd Verbal

Interpretation

Brand Awareness 2.81 .23 Moderate

Indicator: 4.50-5.00-Very High Awareness, 3.50-4.49- High Awareness, 2.50-3.49-Moderate Awareness,

1.50-2.49-Low Awareness

Table 1 showed that there are 44 of respondents that participated in the survey

conducted by the researchers and the mean value of 2.81 with the standard deviation

of .23. Therefore, the illustration above unveil that the verbal interpretation of RAL
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Career Link Incorporated’s customers is moderate. This implies that the company is

not well-known to OFWs or prospected individuals who want to work abroad.

2. The extent of customer patronage of RAL Career Link Incorporated

The extent of customer patronage of RAL Career Link Incorporated can be

influenced by the brand awareness of the customers for it fosters people’s ability to

recall or recognize the brand in sufficient detail to make a purchase. (Keller, 2016).

Table 2 Level of customer loyalty of RAL Career Link Incorporated

Mean Sd Verbal
Interpretation

Customer Patronage 2.80 .35 Moderate

Indicator: 4.50-5.00- Very High Awareness, 3.50-4.49-High Awareness, 2.50-3.49-Moderate Awareness,

1.50-2.49-Low Awareness

Table 2 illustrates the mean value of 2.80 with the standard deviation of .35 which

presents the extent of customer patronage of RAL Career Link Incorporated is

moderate. This affirms the outcome does not meet the customer patronage.

3. Customer’s brand awareness and customer patronage

To further understand the correlation between the two variables. The

relationship of brand awareness and customer patronage was investigated using

Pearson-r through spss shown on Table 3.

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Table 3 Correlation between RAL Career Link Incorporated customer’s brand

awareness and customer patronage

Correlation p-value Degree of

Coefficient
Relationship

Brand Awareness Mean .40 .007 Moderate

Customer Patronage Mean

Correlation is significant at the 0.05 level (2-tailed)

Table 3 displays that with the computed (r=.40, p=.007) both the mean of brand

awareness and customer patronage resulted to a significant relationship between the

two factors. Moreover, this study confirms the previous study of Maciej Koniewski

where the results of his study explained that high brand recognition translates into

customer loyalty. Customer loyalty is stronger if the customers’ positive associations

with the brand and the knowledge they had about a product before their first contact

with it have been confirmed and strengthened with the first purchase.
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CHAPTER V

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

After the researcher analysed and interpreted all the data, the researcher came up

with the result for each statement of the problem. The following are the summary of

findings for each statement of the problem.

Based on the analysis of the data the level of brand awareness of RAL Career Link’s

Inc customer is not that really high nor low. The value of mean which is 2.80 revealed

that RAL Career Link’s Inc. customers are having moderate awareness.

As the data analysed the researcher found out that the level of patronage of RAL

Career Link’s Inc. customer has a value mean of 2.81 which has a moderate patronage

towards the company it has a same level of brand awareness.

As these two variable were correlated by the used of statistical treatment , the

researcher found out that the significant value of this two variable is .007 which is less

than to the significant value of .05 .It only shows that RAL Career Link’s Inc.

customer’s brand awareness and customer’s patronage has a significant relationship

with each other.

CONCLUSION

After the analysis of the data, each value of the variable in the study had been

identified. Researchers have found out that brand awareness and customer patronage to

RAL Career Link's customers was moderate as the outcome of the data analysis. It also
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means that RAL Career Link Incorporated was not well known to their customer and it

will not lead for their customer to be loyal towards the brand of RAL Career Link Inc.

As for correlation being performed for the relationship of two variables, the result

showed that there is a significant relationship between brand awareness and customer

patronage of RAL Career Link Inc. Moreover, the significant level of the relationship

of the two variables has a moderate relationship with each other.

RECOMMENDATION

The researcher recommends RAL Career Link Incorporated to make a marketing

proposal for their customer for a better business awareness and recognition through

brand advertisement. This proposal will help the company to Increased patronage of

RAL career link Incorporated customers and as well as to builds customer loyalty

towards the company.

The following may also recommend by the researcher:

Future Researcher- The future researcher who are in the same field might use and

improve the result and findings of this study.

Respondent- Researcher should maximize the number of sample size for better and

more valid information or data.

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REFERENCES

Ahmad, A., Ahmad, N., Nadeem, M. (2014). The study of brand credibility and brand

awareness as positive predictors for brand loyalty. Arabian Journal of

Business and Management review, 2(12), 22-28.

Alkhawaldeh, A.M., Al-Salaymeh, M.,Alshare, F., et al. (2017). The effect of brand

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APPENDICES
Appendix A

Validated Questionnaire

Brand Awareness and its Relationship to RAL Career Link Incorporated’s Customer Patronage

I. DEMOGRAPHIC PROFILE

Put a check according to your demographic profile:

1. Sex Male Female

2. Age 18-23 24-29 30-35 35 and above

3. Civil status Single Married Widower Separated

II. LEVEL OF AGREEMENT

Please rate your agreement to the sentences.

BRAND AWARENESS

PATRONAGE
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Appendix B

Letter to the Respondents

October 18, 2018

Dear Respondents,

We are the ABM students of Las Piñas National High School (MAIN), are at present working
on our research entitled "Brand Awareness and its Relationship to RAL Career Link
Incorporated's Customer Patronage" as a course requirement in Inquiries, Investigation and
Immersion for the school year 2018-2019.

The purpose of this questionnaire is to determine the relationship of brand awareness and
customer patronage.

In accordance with this, may I request your full participation to answer honestly all the given
inquiries? The data you will give us through these surveys is of most extreme significance to us
and will be exceedingly valued. Kindly don't leave any questions unanswered. Rest guaranteed
that the majority of your responses will be confidential and will be utilized for scholarly
purposes only.

We are thanking you in advance for your consideration to participate in this study.

Very truly yours, Noted By:

Melecio, Frilly L. Ms. Judy Mae Pantolla

Researcher Research Adviser

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Appendix C

Pictures of the Company

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Appendix D

Gantt Chart
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Appendix E

Tabulated Data
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Appendix F

Results from SPSS

1. What is the extent of Brand Awareness of RAL Career Link Incorporated

customers?

N Mean Standard Verbal

Deviation Interpretation

Brand Awareness 44 2.81 .23 Moderate

2. What is the extent of Customer Patronage of RAL Career Link Incorporated?

N Mean Standard Verbal

Deviation Interpretation

Customer Patronage 44 2.80 .35 Moderate

3. Is there a significant relationship between RAL Career Link Incorporated

Customers Brand Awareness and Customer Patronage?

r Sig. Interpretation
Level

Brand Awareness Mean .40 .007 Significant

Customer Patronage Mean .40 .007 Significant

TIME BUDGET SUCCESS

OBJECTI ACTIVITIES/STRATEGI INDICATOR
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VES ES FRAME

1.  Meeting with Quarterly (4 Food 1,000 Increased patronage

Increase the company times a year) of RAL career link
Brand Drinks 500 Incorporated/increas
personnel in
Awarene e in clients.
upper and lower
ss level in
marketing
division
TV:
March 2019 299,000
 TV and Radio
Advertisement Radio:
20,600
 Development of
different social
March 2019 to 500
media pages
December
2019
 Making flyers 1,000

2. Gain  Better work for April 2019 Commitment/builds

and a better life customers loyalty
increase promo
customer
patronage
 Labor Day
promo May 2019 7,000 = 3,500

Appendix G
Las Piñas National High School
Senior High School
Las Piñas City
MARKETING PLAN FOR
RAL CAREER LINK INCORPORATED

CURRICULUM VITAE
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Angela T. Arevalo

Birthday: August 26,2000

Address: 18 A Bonifacio St. Tuazon village. Pamplona I Las Pinas City

E-mail: arevaogela@yahoo.com

Contact Number: 09261646237

Schools Attended:

Primary School

Pamplona Elementary School Central 2012-2013

Secondary School

Junior High

Las Piñas National High School – Main 2016-2017

Skills

 Good communication skills

 Hardworking

 Time management
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ANGEL JOYCE O. ALVARADO

Birthday: August 10,2001

Address: 17 basa II compund zapote las piñas city

E-mail: sophie.samson@rocketmail.com

Contact Number: 09491792701

Schools Attended:

Primary School

Tambo Elementary School 2007-2010

Zapote Elementary School 2010-2013

Secondary School

Las piñas national Highschool 2013-2017

Skills

 Good communication skills

 Computer literate
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MARY JANE M. CAHILO

Birthday: June 30, 2001

E-mail: janecahilo@yahoo.com

Contact Number: 0956-682-5496

Schools Attended:

Primary School

Las Piñas Elementary School Central 2012-2013

Secondary School

Junior High

Las Piñas National High School – Main 2016-2017

Skills

 Computer literate

 Communication skills
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JAMEE DE LEON

Birthday: November 29, 2000

Address:

E-mail: jamiegonzalesdeleon01@gmail.com

Contact Number: 0921-325-6663

Schools Attended:

Primary School

Las Piñas Elementary School Central 2012-2013

Secondary School

Junior High

Las Piñas National High School – Main 2016-2017

Skills

 Computer literate in application software

 Proficient in oral and written communication in English and Filipino

 Fast-learner
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MICAH C. ELIM

Birthday: December 12, 2000

Address: 6797 Tramo St. San Dionisio, Parañaque City

E-mail: micahelim12@yahoo.com

Contact Number: 0927-912-5251

Schools Attended:

Primary School

Parañaque Elementary School Central 2012-2013

Secondary School

Junior High

Las Piñas National High School – Main 2016-2017

Skills

 Computer literate

 Good Communication skills

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BRYAN D. TORRES

Birthday: November 22, 2000

Address: BLK 20 LOT 5 Lopez Compound, Las Piñas City

E-mail: torresbryan852@yahoo.com

Contact Number: 0910 704 4480

Schools Attended:

Primary School

Longos,Bacoor,Cavite Elementary School 2007-2011

Daniel Fajardo Elementary School 2011-2012

Secondary School

Junior High

Las Piñas National High School-Main 2013-2017

Skills

 Computer literate

 Good Communication skill

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JOJI V. BADILLA

Birthday: February 11, 1999

Address: 169-B Andrew St. Perpetual Village 2, Pulan Lupa Uno Las Pinas City

E-mail: Jeyvei.badilla21@yahoo.com

Contact Number: 09461374606

Schools Attended:

Primary School

Buenvista Elementary School 2006-2012

Secondary School

Junior High

Las Piñas National High School – Main 2016-2017

Skills

 Computer literate

 Good Communication skill

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JAYDEN T. CAASI

Birthday: November 17,1999

Address: L6-E Velasquez Comp., Tabon 1, Las Piñas City

E-mail: jaydencaasi@yahoo.com

Contact Number: 09369723276

Schools Attended:

Primary School

TinigbanElementary School 2012-2013

Secondary School

TinigbanNational High School 2016-2017

Junior High

Las Piñas National High School – Main 2018-2019

Skills

 Good communication

 Fast learner
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FRILLY L. MELECIO

Birthday: November 28, 2000

E-mail: fryingmelecio@gmail.com

Contact Number: 09056735603

Schools Attended:

Primary School

Lawis Elementary School Central 2012-2013

Secondary School

Junior High

Saint Paul’s Academy 2016-2017

Skills

 Computer literate in application software (Microsoft office application)

 Proficient in both oral and written communication in English and Filipino

 Fast learner
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