Group 6 Final Edit

Biñan Integrated National High School
Sto. Domingo, Biñan City
ACCOUNTANCY BUSINESS AND MANAGEMENT
EFFECTS OF ADVERTISEMENT ON CONSUMER BUYING

BEHAVIOR OF SELECTED ABM 12 STUDENTS
A Thesis Presented to the Faculty of Accountancy Business and Management

Senior High School of Biñan Integrated National High School
Biñan City, Laguna
Partial Fulfillment of the Requirements for the Strand

of Accountancy Business and Management
:
Gutierrez, Raniel John V.
Talosig, Jethro Ann
Diago, Laurence
Narvaez, Mark Justin
Castillo, Yvhonn
CYRIL M. MENDOZA
Research Teacher
NOV 2022
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Advertising is a useful tool that aims to persuade, educate, and sway the
audience. The primary goal of advertising is to influence purchasing behavior, even
if the brand's impact is improved or reinforced repeatedly in people's memories. This
study looks into how advertising influences consumer purchasing behavior. Products
cannot be positioned in the fantasy world until the brand invests in promotional
activities, and advertising is an important tool for brand promotion. Customers'
attention is drawn to advertisements as they prepare to buy a product. Every
customer has an emotional attachment to a product, and emotional advertising
attracts customers to purchase the product to which they are emotionally attached.
Today's organizations face fierce competition, and advertising plays an important
role in creating a strong impression on customers' minds and, as a result, in their
purchasing decisions (Malik et. al 2013). In today’s dynamic world, it is nearly
impossible for advertisers to communicate their messages and information to
consumers. This may be due to globalization and accessibility of hundreds of
channels for the viewers of this modern era (Saxena et. al 2013). Consumers are
more likely to connect with brand advertisements that convey emotional values and
messages. Strong brand cues and category-based processing are provided by
positive emotional appeals in advertising. Nowadays, it is almost impossible for
advertisers to convey advertising messages and evidence to buyers without the use
of advertising, and this is undoubtedly due to the globalization and accessibility of
many channels for today's viewers.
The purpose of this paper is to investigate the effect of advertisement on
consumer buying behavior of Selected ABM 12 Students, as well as the relationship
of emotional response and environmental response to consumer buying behavior.
Background of the study
Companies or markets have been advertising their products for many
centuries but prior to the 20th century, it was thought that advertising on products
was a waste of resources and an increase in production costs because consumers
were not going to respond in any way. According to Roberts (Roberts, J. 2015), the
reason was that economists were busy attempting to develop the theory of perfect
competitive markets but not until the 20th century when the digital age was thriving
and the internet was taking its course. People found a new way for advertising their
products and how it can reach their consumers. This is the time when new social
media platforms are being created on the internet (my space 2003, twitter 2006,
Facebook 2004) this changed the advertising game into a whole new level in which
advertising became easier, cheaper and it gave more ways to let your product be
known.
For advertisements, television was the star of the show, with newspapers
and magazines not far behind, but in the last decade, digital media has quickly
grown rapidly, as the development of mobile technology and connective tools such
as social media platforms have paved the way for a drastic realignment of marketing
budgets and approaches. This has also resulted in a significant shift in marketing
understanding. What was once a critical strategy for boosting your messaging is no
longer as effective in the modern era. Marketing fundamentals apply across all
mediums, with messaging remaining critical to maximizing appeal. However, those
in the industry have had a steep learning curve in many ways, allowing new talent
and tactics to emerge and reshaping advertising as we know it.
Theoretical Framework
The researchers have used the following theory to support the foundation of
the study.
According to traditional attitude theory, attitude can be studied through
consumer behavior when they buy a product they like. An attitude is an acquired
behavioral disposition (Smith & Swinyard, 2014). According to Adelaar et al. (2017),
behavior is the result of an emotional response triggered by three factors: pleasure,
arousal, and dominance. Another aspect of effective advertising that creates an
emotional response is the consumer's ability to recall the brand advertisement
(Goldsmith & Lafferty, 2015). Environmental attitudes are defined using attitude
theory, which is based on beliefs. Environmental response, according to Heberlein
and Wisconsin (2016), is based on conviction and norms formed through one's
perception, which should be taken as his or her opinion rather than an attitude.
Rather than traditional marketing research, the environmental psychology model
provides a better understanding of emotional response (Hitchon, 2019). The

foundation of the environmental psychology model are sense modalities and
information rates. Sound, sight, and touch are sense modalities that can influence
user experience. The user's ability to learn from advertisements may be impacted by
the information rate. The environmental psychology model postulates that a setting
(like a retail establishment) can creates an emotional response in a person that can
be classified as pleasure, arousal, or dominance depending on the context of a
purchase (Adelaar et al., 2017).
Figure 1. Theoretical Framework
Pleasure
x Arousal
Emotional
Response
Dominance
Consumer
Brand Recall Buying Behavior
Sensory
Environmental Stimulus
Response
x
Information
Rates
Conceptual Framework
The Conceptual framework of the study is shown in the research paradigm.
Formed on the proposition of surveys, research, and studies. This research
proposes the ideas of Advertising Habits Influencing Consumer Buying Behavior.

The entire ideas and factors are shown in the research paradigm for a clearer
understanding of the study.
This study proposes ideas about how advertising habits influence consumer
purchasing behavior. The research paradigm depicts all of the ideas and factors for
a better understanding of the study.
Independent Variables Dependent Variables
Effect of
Advertisement
Emotional Response Consumer
Environmental Response Buying

Behavior
Figure 2. Advertising Habits Influencing Consumer Buying Behavior
Research Paradigm
In figure 1, the research paradigm outlines how this study was carried out.
One dependent variable and two independent variables are present.
Emotional Response. A behavior of a consumer in response to advertisements
and can be classified into three categories: pleasure, arousal, and dominance.
Environmental Response. A consumer behavior in response to advertisements
that can be classified by two factors: Sense Modalities and Information Rates.
Statement of the Problem
The main purpose of this research is to study Advertising Habits Influencing
Consumer Buying Behavior.
Specifically, this study aims to answer the following questions:
1. What is the effect of advertisement on consumer buying behavior of ABM 12
bracket A in Binan Integrated National Highschool in terms of:
1.1 Emotional Response and
1. 2 Environmental Response?
2. Does advertisement has significant effect on consumer buying behavior of ABM
12 bracket A in Binan Integrated National Highschool?
Hypothesis
The following null hypotheses were formulated to guide this study.
Ho: There is no significant effect of advertisement on consumer buying behavior of
Selected ABM 12 Students
Scope and Limitation of the study
The study looked at the effect of advertisement on consumer purchasing
decisions. The selected ABM 12 students of BINHS would fall under the study's
purview. The study's population was therefore spread across in Binan Integrated
National Highschool.
The researchers may encounter some limitations. Firstly, the researchers
may have lack of respondents that are willing to answer the survey questionnaire.
Second, participants may respond in an unorganized manner, resulting in inaccurate
or untruthful responses. Lastly, the researchers may not have enough time to
conduct the survey because they must complete other urgent tasks.
Significance of the Study
The result of the study will be of significant value to the following:
 Business Owners: The study will help the business owners to understand the
consumer behavior and to know the appropriate strategy to advertise their
product in a best possible way.
 Consumers: It will create brand awareness to motivate them emotionally to
buy the product.
 Future researchers: The findings of this study may serve as a point of refer-
ence for future researchers to conduct similar or related research on this
topic, and it may serve as a guide for them to conduct new ideas on related
problems that will aid in the resolution of their research.
 Community: This study will portray what every business will do to attract
more customers.
Definition of Terms
For the better understanding of this study, the following terms were defined.
Advertisement. It refers to a marketing tool that lets you communicate with
potential customers about your products or services through paid channels. It is the
action of calling something to the attention of the public. It can be seen through
various medias such as television, magazines, and etc.
Emotional Response. It refers to consumer behavior in response to
advertisements and can be classified into three categories: pleasure, arousal, and
dominance.
Behavior. It refers to the way in which one acts or conducts oneself, especially
toward others. It is the way in which someone conducts oneself or behaves. The
way in which an animal or person acts in response to a particular situation or
stimulus.
Environmental Response. It refers to consumer behavior toward advertisements
that can be classified by two factors: Sense Modalities and Information Rates.
Pleasure. It refers to a situation in which a person is satisfied with a product
advertised, which can influence their purchasing behavior.
Arousal. It refers to a consumer's needs or desires for a specific product because it
represents some desired quality.
Dominance. It refers to the influence of friends, celebrities, and society on a
consumer's purchasing behavior.
Brand Recall. It refers to a consumer's familiarity with a brand.
Sensory Stimulus It refers to the sights, sound and touch that might affect the ex-
perience of the consumer
Information Rates. It refers to the rate of information gained from advertisement

might affect the consumer’s decision of
buying.
Chapter 2
REVIEW OF RELATED LITERATURES AND STUDIES
Various literature and studies were reviewed by the researcher to determine
theories, concepts, principles, methodologies, and findings that may be relevant and
helpful to the conduct of this study.
Related Literature
Consumer Buying Behavior
Consumer purchasing behavior is the study's dependent variable. The
researchers looked at previously published literature on this variable, many of which
were from other academics.
Consumer buying behavior is considered an inseparable part of marketing,
and Kotler and Keller (2012) define it as "the study of the ways in which individuals,
groups, and organizations buy and dispose of goods, services, ideas, or

experiences in order to satisfy their needs and wants. To sum it up, consumer
buying behavior is the act of purchasing and using products for personal and
household use in order to meet one's needs and desires. When purchasing a
product, the consumer goes through a decision-making process. Many people are
unaware of the factors that influence a consumer's decision to purchase a particular
product, service, or brand (Auf et al., 2018). These factors direct them directly to
their needs and desires, effectively satisfying them.
Backhaus et al. (2013) proposed that the purchase decision is an important
stage because it refers to the occurrence of a transaction. In other words, the
consumer decides whether or not to make a decision after recognizing the need,
searching for relevant information, and considering the alternatives. According to
Kacen (2014), purchasing decisions can be further classified as planned purchases,
partial purchases, or impulse purchases, which will be discussed in greater detail in
the following chapters.
Consumer buying behavior, according to Solomon et al. (2017), is the
process by which individuals and groups choose, buy, use, and then discard
products or services in order to satisfy their needs and desires. Schiffman and
Kanuk (2019) define consumer buying behavior similarly, defining it as the behavior
expressed by consumers when they choose and purchase goods or services using
their available resources to satisfy their needs and desires.

The findings of the related consumer purchasing behavior literature that the
researchers discovered were connected to this study. The researchers now have a
solid background on which to understand the current investigation.
Advertisement
Advertisement is the independent variable that affects the dependent
variable. Existing literatures were reviewed by the researchers.
According to an article entitled Capturing Filipino Consumers (2017), the
changes in media landscape also change the way consumers access information
about products and services. an essential part of Filipinos’ everyday lives, which is
why they rely on commercials for product Television remains information. These
advertisements also greatly affect the product preference of Filipino consumers.
Respondents of the Nielsen Global Consumer survey from the Philippines said that
commercials increased their brand preference as the image created by these
commercials influenced their decision to buy said products. Celebrity endorsements
also play an important role when it comes to influencing brand preference.
Companies use these spokespersons to deliver their advertising message and to
boost their brand image. Marketing studies have reported that famous people
increase awareness of a company’s advertising and create positive feelings towards
brands.
Jen Green (2012) stated that advertising is a type of communication that is
paid for by individuals or businesses with the goal of persuading people to think or
act in a certain way or providing information. The goal of most advertisements is to
persuade us to purchase the advertiser's goods or services. According to Khan et
al. (2012), the main goal of advertising is to influence purchasing behavior; however,
this impact on brand is frequently changed or strengthened through people's
memories. In the consumer's mind, associations related to the brand name form
memories about the brand. A high-quality advertisement is more likely to persuade
consumers to buy the product, whereas a low-quality advertisement will do the
opposite.
Advertising is a form of communication that encourages an audience to make
a purchase decision about a product or service while also informing viewers. It is
regarded as a critical and necessary component for the economic growth of
marketers and businesses (Ryans, 2013).
The findings of the related advertisement literature that the researchers
discovered were connected to this study. The researchers now have a solid
background on which to understand the current investigation.
Emotional Response
Emotional Response is a variable that influences the dependent variable. The
researchers reviewed the existing literature.
Goldsmith and Lofferty (2015), stated that a positive emotional response to
an ad may be the best indicator of effective advertising because the goal of effective
advertising is to form a positive attitude toward the ad and the brand in order to
increase the number of purchases. In addition, advertising actively promotes the
idea that material possessions are more valuable and that desirable qualities like
beauty, success, and happiness can only be attained through them (Latif & Abideen,
2013).
According to Goldsmith and Lofferty (2015), the consumer's ability to recall
the brand ad is another component of effective advertisement that elicits an
emotional response. As a result, the relative importance of brand recall will be
determined by the extent to which consumers make product-related decisions, which
leads to brand awareness (Keller 2016).
According to Holden and Lutz (2018), brand knowledge influences brand
salience through advertising in such a way that the quantity and recentness of
memories about the brand associated with a purchase situation leads to an
emotional response to advertisements.
The findings of the related emotional response literature that the researchers

Environmental Response
Focus on the two factors of customer’s behavior as well as flow of experience
and overall satisfaction, Chen et al. (2017) maintains that informational
advertisement provides awareness to the consumers, so that they’ll prefer to buy
desired goods.
Herberlein & Wisconsin (2016) defined environmental response based on
conviction and norms which are formed through one’s perception which should be
taken as his or her opinion instead of an attitude.
According to Adelaar et al (2017), environmental response offers consumers
particular types of experiences that are utilized for advertising and selling goods and
services. He also stated that environmental response provides certain types of
experience for consumers, which are used for promotion and selling products and
services (Adelaar et al, 2017). Special marketing research has attempted to explain
the effects of different environmental condition like atmosphere in retailing stores,
and background music at the time of purchasing. (Morris & Borne, 2019).
Related Studies
Consumer Buying Behavior

Consumer purchasing behavior is the study's dependent variable. The
researchers looked at previously published studies on this variable, many of which
Acebron et al. (2013) conducted one such study of consumer purchasing
behavior. The study's goal was to examine the effect of previous experience on
fresh food purchasing behavior, specifically mussels. Their findings show that, in the
case of purchasing fresh mussels, consumers' personal habits and previous
experience have a direct impact on their purchase decision. They also discovered
that the image of the product has a significant impact on the consumer's purchasing
decision and recommended that the product image be continuously improved in
order to encourage consumers to purchase. Variawa (2012) conducted another
study that looked at the impact of packaging on consumer decision making for Fast
Moving Consumer Goods. The study's goal was to examine the impact of packaging
on low-income consumers' retail shopping decision-making processes. According to
the study's findings, low-income consumers prefer premium packaging because it
can be reused after the product has been consumed. Despite the fact that the
findings indicate a weak relationship between product packaging and brand
experience. However, the research findings show that low-income consumers have
a better brand experience when they purchase 'premium' brand products than when
they purchase 'cheap' brand products.
According to Kotler et.al (2014), the consumer goes through several stages
before making a final purchase. This was explained using various models such as
attention, interest, desire, and action (AIDA), attention, interest, desire, conviction,
and action (AIDCA), the hierarchy of effects model, the innovation adoption model,
and the information processing model.
Consumer behavior is influenced by many factors such as situation,
psychological, environmental and marketing factors, personal factors, family, and
culture. Businesses try to collect data so that they can make decisions on how they
can reach their target audience in the most efficient way. While some influences
may be temporary and others can be long lasting, these factors can influence a
person to buy or not buy. (A. Bhat 2022)
Consumer buying habits are continually evolving, and the ways that
businesses think about them have changed too. Initially, it was believed that
consumers were rational and behaved in consistent ways. However, as time
progressed and more sophisticated studies were conducted, it became apparent
that consumers often behave irrationally with numerous factors determining
decisions and buying habits (FastPay Ltd 2022).
The findings of the consumer buying behavior related studies that the
researchers discovered were connected to this study. The researchers now have a
solid background on which to understand the current investigation.
Advertisement
Advertisement is the study's independent variable. The researchers looked at
previously published studies on this variable, many of which were from other
academics.
According to an article by Louella D. Desiderio in the Philippine Star (2012),
titled "Business urged to use Internet to push products," businesses are advised to
use the internet to promote their products and services because more consumers
are going online to research before making purchases. Companies should consider
using online advertisements for the products and services they provide, as more and
more people use the internet to research goods before purchasing them.
Concha J.V & Soler J.C. (2012) conducted a research study entitled "The
Rise of Online Advertising and its Impact on the Future of the Philippine
Newspaper," online activity has increased to an unprecedented level as a result of
the success of social networking sites and the ease with which more people can
now access computers and the internet. As a result, there are more effective and
interactive advertising techniques available online.
Rai (2013) specifically states that advertising plays a major role in changing
the behavior and attitude of consumers in this information era and media world. He
goes on to explain that this change in behavior and attitude is towards the products
shown in advertisements. Rai believes that when a consumer sees an
advertisement, their attitude toward the product changes. In terms of consumer
purchasing decisions, Rai claims that "advertising has a significant influence on
customers' purchasing decisions for specific brands. This is significant because

marketers strive for high top-of-mind recall through advertisements (Singh, 2012).
As a result, advertisements are an important component of marketing strategy,
particularly in business-to-consumer contexts. Sama (2019) conducted research on
the effect of media advertisements on consumer behavior. The focus of this article is
on the effects of advertising on five stages of consumer behavior. The findings show
that advertisements have an impact on all five stages of CB.
According to Awan (2016), advertisements can influence consumer behavior.
Factors such as advertisement necessity, advertisement pleasure, advertisement
dominance, brand recall advertisement, and advertisement stimulation These are
extremely beneficial in creating and shifting consumer purchasing behavior, which is
a very positive sign for advertising and marketing firms. Their findings also
supported the study's model, which revealed that advertisements have a significant
impact on consumer purchasing behavior and broaden their options.
Mwakasege (2015) conducted a study on the impact of advertising on
consumer purchasing behavior for eternal living cosmetic products. According to the
study's findings, advertising plays a significant role in influencing consumers'
purchasing behavior by attracting their attention, arousing their interest, and creating
a desire to purchase the products.
The findings of the advertisement related studies that the researchers

Emotional Response
Emotional response is one of the study's independent variables. The
researchers looked at previously published studies on this variable, many of which
Emotin & Sulayon (2021) study the influence of online advertising on the
consumer behavior of smartphones customers and found that brand recall can
significantly predict consumer buying behavior in purchasing smartphones.
Shallu (2014) conducted a study on the impact of promotional activities on
consumer purchasing behavior. This customer behavior study is based on consumer
purchasing behavior. The consumer has three roles: user, payer, and buyer.
Relevant News and Pleasure have a positive relationship, indicating that relevant
news is an important factor in eliciting positive emotional responses.
Goldsmith & Lafferty (2015) conducted research on impact of advertising on
consumer buying behavior and states that major aim of advertising is to create a
positive attitude towards the ad and the brand until consumer purchase that product
and through thus positive attitude create emotional response in the mind of
consumer. In addition, Zahid et. al (2016) also investigates the impact of
advertisement on consumer buying behavior and concludes that emotional response
plays a positive and significant role to influence the consumer buying behavior.
Abideen (2013) investigates the relationship of environmental response and
emotional response with attitudinal and behavioral aspect of consumer buying

behavior and found that emotional response of consumer purchase behavior is the
variable that results into strong association with the consumer buying behavior.
Adelaar et. al (2017) conducted a study on online compact discs shopping
behavior of consumers through emotional advertising in Asia. He found that impulse
behavior is preceded by consumer’s intention to buy impulsively the products.
Environmental Response
Rasool, et al (2012) emphasized that brands advertisement plays a vital role
to stimulate the consumers to buy the same brands, it enhances the performance of
any business and its image among the rival market. Malik et al. (2013) stated that
the rain of online promotional advertising is growing significantly on the internet.
Additionally, promotion of the product is very effective on those consumers who are
traveling via tangential route and this can stimulate and guide the consumer’s for
switching one brand to another brand Chakrabortty, et al. (2013)
Mahmood et. al (2016) investigated the impact of advertisement on consumer
buying behavior and concludes that environmental response plays a positive and
significant role to influence the consumer buying behavior.’
Khan et. al (2012) conducted research on the connection between
effective advertising and its impact on consumer purchasing decisions. The
study's findings demonstrate that consumers favor brands to which they feel a
strong emotional connection.
Nawazish and Ahmed (2015) investigated the effect of advertising on
consumer purchasing behavior in Pakistan. They investigated how emotional

responses are generated, and how effective advertisements influence consumer
purchasing behavior. They discovered that the environmental response and
sensory stimulated activities depicted in the advertisement have an impact and
can even change consumer purchasing behavior. They discovered that
emotional and environmental responses have a significant influence on
consumer purchasing behavior.
CHAPTER 3
METHODOLOGY
This chapter reveals the research methods to be used by the researcher in

conducting the study, which includes the research design, population of the study,
participants of the study, research instrument and its development establishing the
validity and reliability. It also covers the data gathering procedure, statistical
treatment of data and ethical considerations.
Research Design
The research design that will be used in this study is correlational research
design. This research aims to determine the effect of advertisement on consumer
buying behavior of Selected ABM 12 Students. The researchers will collect data
from the respondent using survey questionnaire and sampling techniques, using this
method the researchers will be able to investigate the effect of advertisement on
consumer buying behavior of selected ABM 12 students
According to Fraenkel and Wallen (2013), correlational research is a study
that seeks to determine the relationship between two or more variables as well as
their cause and effect. Furthermore, according to Creswell (2012), "a correlation is a
statistical test used to determine the tendency or pattern for two (or more) variables
or two sets of data to vary consistently."
Population and Sampling
The population of this study are the Grade 12 ABM bracket A of Binan
Integrated National Highschool. They are classified according to their age and
gender.
The researchers used a simple random sampling technique, a non-probability
type of selecting the respondents. In this study, the researcher took the sample by
using simple random sampling because each member of the population had an
equal chance of being selected. The function of simple random sampling is to
choose individuals became sample who will be representative of the population.
Creswell (2012)
According to Thomas (2022), a simple random sample is a randomly selected
subset of a population. In this sampling method, each member of the population has
an exactly equal chance of being selected. This method is the most straightforward
of all the probability sampling methods, since it only involves a single random
selection and requires little advance knowledge about the population. Because it
uses randomization, any research performed on this sample should have high
internal and external validity.
Participants of the study
The participants of the study were the Selected ABM 12 Students. These
participants are those people that have been exposed to any kind of advertisements.
The researchers chose one hundred eighty-eight (188) respondents were chosen by
the researchers, with one hundred twenty-seven (127) females and sixty-one (61)
boys among them. The age range of the population is sixteen (16) to twenty-one
(21) years old.
Instrument of the study
The research instrument that will be employed in this study is a survey
questionnaire, which consists of 20 research questions that are related to this study.
A five-point Likert scale questionnaire containing (5) Strongly Agree (4) Agree (3)
Neutral, (2) Disagree, (1) Strongly Disagree were used to measure the response of
the sampling population. Respondents were instructed to rate how much they
agreed with the instrument's statements. This research tool will be used to assess
the effect of advertisement on consumer buying behavior of Selected ABM 12
Students.
Validation of the instrument
The validity of the instrument was established by the researchers by
presenting a survey questionnaire to the research adviser and any teachers. All
recommendations and suggestions have been thoroughly considered. A survey of a
similar group of people was then conducted. The final draft of the instrument was
created after combining the significant thoughts, comments, and insights of experts
in response to the central and corollary questions. Following the completion of the
questionnaire by the participants, the researchers use Cronbach Alpha to assess the
internal consistency of a set of survey items that (a) a researcher believes all
measure the same construct, (b) are thus correlated with one another, and (c) could
thus be formed into some type of scale.
Summary of Cronbach
Alpha
Variable of Factors Values Interpretation
Emotional Response 0.978 VERY GOOD
Environmental Response 0.950 VERY GOOD

Consumer Buying Behavior 0.912 VERY GOOD
Cronbach's Alpha is a metric used to assess the consistency or reliability of a group

of scale or test items. In other words, a measurement's reliability refers to how
consistent it is in measuring a concept, and Cronbach's Alpha is one method of
determining how strong the Likert Scale's consistency is. The Cronbach Alpha for
each variable is listed in the table below. As shown in the table, the Cronbach's
Alpha value for the majority of the variables is greater than 0.7, indicating that they
are all acceptable or good. A high value indicates that the researcher's
questionnaires is internally consistent
Data Gathering Procedure
To gather all the primary data needed, the researcher sent a letter of request
signed by their thesis adviser, to conduct a survey in Binan City. The researchers
will look for consumers who are willing to voluntarily answer some of the questions
that they will ask in order to compile a tally and learn about the consumers' opinions.
The researchers developed 25 questions about their topic, which were validated by
their teacher. This study will take place for one week in Binan Integrated National
Highschool. The respondents will hear from the researchers how important the study
is. Respondents will be required to provide truthful and accurate responses. After
gathering all of the data, the researcher will tabulate and tally the findings for
presentation, interpretation, and evaluation of data.
Statistical Treatment of Data
Mean and Standard Deviation will be used to determine the level of
advertisement in terms of emotional response and environmental response.
Analysis of variance (ANOVA) will be used to determine the significant effect
of advertising habits to the consumer buying behavior.
Ethical Considerations
The researchers kept the ethical guidelines in mind while conducting the
study. All respondents agreed to have their responses used and participated
voluntarily. Their confidentiality is upheld. The researchers cited all cited internet
information to give credit to its original creator. The information and data collected
were kept private. Throughout the entirety of the paper's research process,
objectivity is maintained.
Appendix A
Letter of Request to Conduct
December 09, 2022
Binan Integrated National Highschool

Nong Street, Brgy. Sto. Domingo, Binan City
Dear Ma'am/Sir,
Greetings!
The Grade 12 students from Binan Integrated National Highschool is currently

conducting a research study entitled "Effect of Advertisement on Consumer
Buying Behavior of ABM 12 Bracket A in Binan Integrated National
Highschool" as partial fulfillment of the requirements for the subject Practical
Research 2.
In connection with this, we would like to ask for your approval to allow us to
conduct our research study in Binan City. Rest assured that all information
gathered will be treated with utmost confidentially inline with R.A 10173 or Data
Privacy Act of 2012

Respectfully Yours,
Raniel John V. Gutierrez
Research Representative
Noted By:
CYRIL MENDOZA
Research Teacher
Approved By:
Appendix B
Certificate of Validation
December 09, 2022

Dear Ma'am/Sir,
Greetings!

Buying Behavior of ABM 12 Bracket A in Binan Integrated National Highschool
" as partial fulfillment of the requirements for the subject Practical Research 2.
With your expertise, we are humbly asking your permission to validate the attached
self-made questionnaires to serve as a research instrument for the study mentioned
above. Your comments, suggestions and recommendations to improve the research
will be greatly appreciated.
We are looking forward that this request merit your positive response.
Thank you so much.

Respectfully yours,
RANIEL JOHN GUTIERREZ

Leader
Noted By:
CYRIL MENDOZA
SURVEY QUESTIONARE VALIDATION SHEET
Research Title: Effect of Advertisement on Consumer Buying Behavior of ABM 12 Bracket

A in Binan Integrated National Highschool
Name of Validator: Gerlie Villanueva-San Diego
Highest Educational Attainment:
Position Held of Service:
Field of Specializatio: English
Signature:
Remarks/Recommendations:
Overall Rating
Please Check appropriate rating
___ Approved to be used as presented

___ Approved to be used with revision as indicated

___ Disapproved, the researchers must make another set of guide questions
Appendix B
Certificate of Validation
December 09, 2022

Dear Ma'am/Sir,
Greetings!

Buying Behavior of ABM 12 Bracket A in Binan Integrated National Highschool
" as partial fulfillment of the requirements for the subject Practical Research 2.
With your expertise, we are humbly asking your permission to validate the attached
self-made questionnaires to serve as a research instrument for the study mentioned
above. Your comments, suggestions and recommendations to improve the research
will be greatly appreciated.
We are looking forward that this request merit your positive response.
Thank you so much.
Respectfully yours,
RANIEL JOHN GUTIERREZ

Leader
Noted By:
CYRIL MENDOZA
SURVEY QUESTIONARE VALIDATION SHEET
Research Title: Effect of Advertisement on Consumer Buying Behavior of ABM 12 Bracket

A in Binan Integrated National Highschool
Name of Validator: Belinda S. Mendoza
Highest Educational Attainment:
Position Held of Service:
Field of Specializatio: Business
Signature:
Remarks/Recommendations:
Overall Rating
Please Check appropriate rating
___ Approved to be used as presented

___ Approved to be used with revision as indicated
___ Disapproved, the researchers must make another set of guide questions
Appendix C
Survey Questionnaire
Dear Participants,
We are the ABM 12-Wenceslao, the researchers, conducting research entitled
“Effect of Advertisement on Consumer Buying Behavior of ABM 12 Bracket A
in Binan Integrated National Highschool". in accordance to RA 10173 DATA
PRIVACY all the information gathered will be treated with confidentiality and will be
used in academic purposes only.
Demographic Profile:
Name (Optional): _________________
Age Gender
☐16 ☐19 ☐22 ☐ Male
☐17 ☐20 ☐ Female
☐18 ☐21
Legend
5 – Strongly Agree
4 – Agree
3 – Neutral
2 – Disagree
1 – Strongly Disagree
Directions: Place a check (√) inside the box which corresponds to your answer in
the item
Emotional Response 5 4 3 2 1
Advertisement captures my attention and persuades me.
Advertisement gives me pleasure and entertainment.
TV advertisements receive more coverage than anything else.
My purchasing decisions may be influenced by advertising
If an advertisement is unusual and strange enough, my curiosity kicks in
and end up wanting to buy the advertised product.
I'm influenced to buy products from a company that employs a celebrity
endorser.
Advertisement makes me shift from one brand to another.
Advertisements raise price awareness, allowing me to find low-cost
goods.
Advertisements persuade me to purchase products from the same
brand.
I’m easily influenced to buy products from companies that are familiar
from their advertisement.
Environmental Response 5 4 3 2 1
The more I interact with a particular advertisement, the more I want to
buy their product.
When I hear an advertisement repeatedly, it sticks in my memory and
makes me want to buy the advertised product.
Advertising campaigns that provide samples and testers for their goods
are very effective.
Advertisements that show me what it's like to use their product can
effectively persuade me to buy it.
Advertisements stimulate me or encourage me to purchase a product.
I'm more likely to make a purchase the more details I have about a
particular advertisement.
I'm likely to purchase products if I've already interacted with their
advertising and am familiar with them.
If an advertisement is very informative, it assists me in determining

whether their products will meet my standards.
I am more likely to notice advertisements with catchy jingles than any
other type of advertisement.
Traditional advertising influences my purchasing decision because it
provides more detailed information about the advertised product.
Consumer Behavior 5 4 3 2 1
High quality and tested products are more likely to be chosen all the
time especially when i already have experience on using them.
My first impression of a brand determines whether their products are

worth of my money.
The more I see an advertisement for a product, the more encouraged I

am to buy it.
My decision in purchasing products is influenced in part by the

company's advertising and the way it appeals to and influences me.
I'm more likely to buy a product if a celebrity I admire endorses it and

claims that it's of high quality.
References
References:
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Biñan Integrated National High School

Sto. Domingo, Biñan City

ACCOUNTANCY BUSINESS AND MANAGEMENT

EFFECTS OF ADVERTISEMENT ON CONSUMER BUYING

A Thesis Presented to the Faculty of Accountancy Business and Management

Partial Fulfillment of the Requirements for the Strand

ACCOUNTANCY BUSINESS AND MANAGEMENT

THE PROBLEM AND ITS BACKGROUND

audience. The primary goal of advertising is to influence purchasing behavior, even

if the brand's impact is improved or reinforced repeatedly in people's memories. This

activities, and advertising is an important tool for brand promotion. Customers'

attention is drawn to advertisements as they prepare to buy a product. Every

customer has an emotional attachment to a product, and emotional advertising

Today's organizations face fierce competition, and advertising plays an important

role in creating a strong impression on customers' minds and, as a result, in their

purchasing decisions (Malik et. al 2013). In today’s dynamic world, it is nearly

impossible for advertisers to communicate their messages and information to

consumers. This may be due to globalization and accessibility of hundreds of

messages. Strong brand cues and category-based processing are provided by

positive emotional appeals in advertising. Nowadays, it is almost impossible for

ACCOUNTANCY BUSINESS AND MANAGEMENT

of advertising, and this is undoubtedly due to the globalization and accessibility of

many channels for today's viewers.

The purpose of this paper is to investigate the effect of advertisement on

consumer buying behavior of Selected ABM 12 Students, as well as the relationship

of emotional response and environmental response to consumer buying behavior.

Background of the study

Companies or markets have been advertising their products for many

was a waste of resources and an increase in production costs because consumers

ACCOUNTANCY BUSINESS AND MANAGEMENT

mediums, with messaging remaining critical to maximizing appeal. However, those

and tactics to emerge and reshaping advertising as we know it.

According to traditional attitude theory, attitude can be studied through

behavior is the result of an emotional response triggered by three factors: pleasure,

arousal, and dominance. Another aspect of effective advertising that creates an

emotional response is the consumer's ability to recall the brand advertisement

theory, which is based on beliefs. Environmental response, according to Heberlein

Rather than traditional marketing research, the environmental psychology model

provides a better understanding of emotional response (Hitchon, 2019). The

ACCOUNTANCY BUSINESS AND MANAGEMENT

foundation of the environmental psychology model are sense modalities and

be classified as pleasure, arousal, or dominance depending on the context of a

purchase (Adelaar et al., 2017).

Figure 1. Theoretical Framework

The Conceptual framework of the study is shown in the research paradigm.

Formed on the proposition of surveys, research, and studies. This research

proposes the ideas of Advertising Habits Influencing Consumer Buying Behavior.

ACCOUNTANCY BUSINESS AND MANAGEMENT

understanding of the study.

a better understanding of the study.

Independent Variables Dependent Variables

Environmental Response Buying

Figure 2. Advertising Habits Influencing Consumer Buying Behavior

One dependent variable and two independent variables are present.

Emotional Response. A behavior of a consumer in response to advertisements

Environmental Response. A consumer behavior in response to advertisements

ACCOUNTANCY BUSINESS AND MANAGEMENT

Statement of the Problem

The main purpose of this research is to study Advertising Habits Influencing

Consumer Buying Behavior.

Specifically, this study aims to answer the following questions:

1. What is the effect of advertisement on consumer buying behavior of ABM 12

bracket A in Binan Integrated National Highschool in terms of: