Research Chapter 1

1
CHAIR OF ST. PETER SCHOOL

Emerald Road, Canicosa Ave, Sta. Rosa Commercial Complex, Balibago, Santa Rosa, 4026 Laguna.
Effectiveness of Online Advertisement as a Marketing strategy in Selling Mango Goolat

in Balibago, Santa Rosa Laguna
An Undergraduate Research Submitted to the faculty of

Chair of St. Peter School
In Partial Fulfilment for the subject

Research Daily Life 2
Apareci, Edralyn
Beronio, Shiela Jane
Delos Santos, Vallerie
Pabiton, Kimae
Valles, Aillene
Villanueva, Jeannielynn
2
CHAPTER 1
The Problem and its Background
Introduction
In today’s world, the internet is the hottest medium for information
exchange. There have been five main forms of mass communication throughout
the history of the human race: the newspaper, the magazine, the book, the radio,
and the television. The internet, which is now considered to be the best of all
media, is the sixth medium. The ability of online advertising to reach the masses
without regard to geography makes it very popular in the modern world.
Internet advertising is an advertising strategy which includes the application
of internet as a means to get hold of website traffic and aim to deliver the
marketing messages to the right set of customers. In the current era, it becomes a
dynamic concept of how organizations manage their customer relationships and
what kind of marketing strategy should be adopted for the customer (Ahmad,
2022). Nowadays, the internet is not only used for information purposes but also as
a platform for buying and selling goods and services between the buyer and seller
(Danish., 2016). To survive in this highly diverse market, it becomes essential for
organizations to adopt different marketing tools through the internet to attract their
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customers. The preference level of the customer is continuously changing due to
the higher technological influence on their living pattern (Islam and Rahman,
2017).
Being a seller, it becomes crucial to consider the importance of technology in their
operating, marketing, and sales department (Gul et al., 2022). Thus, in the current
digital era, online shopping has become a fascinating variable for the management
and entrepreneurs to gain market share and customer satisfaction in the
competitor’s market and also to secure the future of a company (Nwokah and
Ngirika, 2017). Consumer perception is a complex phenomenon. It is very helpful
in knowing the attitude and behavior of customer. A convincing commercial that is
well designed and that appeals to the customer’s optimistic outlook will always
tempt the consumer and influence his or her purchase decisions. Given the
argument above, one may assume that there is a major connection between
customer perception and online advertising.
shopping has become a fascinating variable for the management and en
Background of the study
One of the many new firms aiming to break into the market is Mango
Goolat, which is the researchers very own venture, the researchers hope to launch.
The researchers have been extremely busy planning about the product over the last
few weeks, pushing the researchers ingenuity and work ethic to the maximum.
4
The researchers are now evaluating whether the market will profit from their
business. Nowadays, promotions are seldom that difficult because the researchers
have the resources to make them possible, notably the internet and social media.
Online marketing is crucial for promoting the reseachers product. The
effectiveness of online advertising in purchase decision that Mango Goolat
consumers are quite receptive to online advertising with a positive attitude
towards online advertising.
This study is to target the marketers and advertisers on the consumer
preference of the advertising media and to determine whether using online
advertising would be effective in reaching and creating awareness among the
target audience. Internet has grown in recognition as an advertising platform
because it allows 24 hours’ interactivity between the advertiser and the consumer.
As more consumers has turn to the internet as their purchasing platform, it is
important for the local businesses to look into internet advertising. A small
enterprise that can offer online purchasing may be gain advantages among the
competitors. Thus, it is imperative for the organizations to understand the
characteristics of the online customers towards online advertising before adapting
this new marketing practices. Internet as an advertising medium is versatile and
this is it where it stands apart from the conventional advertising medium. It is a
highly flexible medium that allows you to make changes during the course of the
campaign as and when required without incurring much additional cost. This
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makes internet all the more important in a country like India where the business
scenario is highly dynamic and changes with each passing day. Online marketing
media allows the user to make changes as and when required to meet the latest
demands of the market.
After doing this study, the researchers can determine whether using online
advertising as a marketing tactic to sell goods is worthwhile. The question of
whether it is successful for Mango Goolat to be established here in Santa Rosa
Laguna still remains. Online advertisement will be a truly convenient tool to use in
promoting the researcher’s business venture.
CONCEPTUAL FRAMEWORK
Advantages of online Collection and analysis of The effectiveness of online

advertisement, in term of data through questionnaire, advertisement as marketing
convenience, accessiility and focus group discussion and strategy in selling food
cost efficiency and statistical treatment products online specifically
significant effect of online questionnaires, focus Mango Goolat will be
advertisement in selling groups and statistical determined.
food products. analysis
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Input Process Output
Figure 1. Conceptual framework
This demonstrates that gathering and incorporating inputs into the
process is necessary to ensure that online advertising as a marketing technique
for selling food products is effective.
The framework also demonstrates how important it is to collect
information on factors like affordability, accessibility, and convenience in
order to predict how the market would respond to online advertisements.
To be able to arrive at a certain result, the procedure entails gathering
and analysis of data through questionnaire, focus group discussions, and
statistical treatment questionnaires, focus groups, and statistical analysis.
Mango Goolat, a food company, needs to take these measures in order to
predict the success of web advertising before the business is really established.
THEORITICAL FRAMEWORK
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The research is based on the Phenomenology theory, which holds that
knowledge and understanding are embedded in our everyday lives includes online
activities. Phenomenologists believe that people's life experiences can reveal truth
and understanding of life. Husserl named this philosophical method
‘phenomenology ‘, the science of pure ‘phenomena’ (Eagleton, 1983, p. 55). The
aim of phenomenology is the return to the concrete, captured by the slogan ‘Back
to the things themselves! ‘(Eagleton, 1983, p. 56; Kruger, 1988, p. 28; Moustakas,
1994, p. 26). This indicates that the effectiveness of online advertisement in selling
our product Mango Goolat will be identified. In this case the theory will be helpful
in understanding the buying behaviour of the consumers in Santa Rosa, Laguna.
Furthermore, determine whether the online advertisement will affect them in
choosing food products.
The Activity Theory, which states that the analysis and understanding of
human interaction through the use of tools such as surveys even through Google
Forms, is another theory that supports this study. The theory provides a holistic
and contextual method of discovery that can be used to support gathering of data to
be able to determine whether the online advertisement will affect them in choosing
food products. As cited from Nor Hazlina Hashim and M. Jones (2014) Activity
Theory. Activity Theory arises through an understanding of human consciousness
as it has been shaped by experience and the subjectivity of human awareness.
Activity Theory is especially useful in situations with a significant historical and

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cultural context, and where the participants, their goals, and their tools are
beneficial to the research being conducted.
The theories mentioned will assist the researcher in identifying the
purchasing habits of current consumers who will soon be buyers of the product
Mango Goolat. The researcher can easily confirm what the requirements and
preferences of Santa Rosa City consumers are in terms of food, particularly
desserts.
Statement of the Problem
The study aimed to determine the effectiveness of online advertisement as
marketing strategy in selling Mango Goolat and Santa Rosa, Laguna. Through this
study, the researchers would like to find answer to the following question:
1. What are the advantages of online advertisement in term of:
1.1 convenience
1.2 accessibility
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1.3 cost efficiency
2. What is the level of consumer engagement in selling food products using online
advertisement?
3. Does online advertisement has significant effect on selling food products?
Hypothesis
This is the formed hypothesis by the researchers;
- The online advertisement as marketing strategy in selling Mango Goolat
is effective.
Scope and limitation
This research aims to determine the effectiveness of online advertising as
a marketing strategy. This study will be limited for online community of Santa
Rosa City Laguna and in the year 2022-2023.
The researchers will focused to the online community of Santa Rosa City
Laguna as the subject of the study. The main source of data will be the
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questionnaires, which is to be prepared by the researchers in form of soft and
hard copy. The hard copy will the printed version of the questionnaire and the
soft copy will be Google form.
Significance of the study
The goal of this study is to determine the effectiveness of online advertising
as a marketing strategy in selling Mango Goolat at Santa Rosa Laguna.
Additionally, by doing this study, the researchers will be able to share a variety of
data, information, and other insights with society, other researchers, ABM
students, and the business and entrepreneurship communities.
By doing this study, the researcher may also provide information on Mango
Goolat enterprises and the use of online advertising as a marketing and commercial
platform for various firms to the readers and future researchers.
Business owners. This can help them know using online advertisement as a
marketing strategy and a business platform to showcase their products and
advertise them so that the customer from wherever place they can know about
their product and so that it can cause its customers the convenience to know
more about their business.

11
Students. This research will be a useful reference for the researchers who
would plan to make any related study precisely the standard underlying the
Accountancy and Business Management program.
Future business owner. This study will be very beneficial to the future
Business owners to have an idea what will be their strategies as a newbie in the
field of business. Through this research, future business owners may
purposefully discover how online advertisement effective.
Researchers. In this study the researchers will identify the effectiveness
of online advertisement. This will assist researchers in the field of ABM
strand in gathering comprehensive knowledge about the topic.
Future Researchers. The result of this study can be used as evidence by
future researchers who are interested in the same topic. The findings of the
study would provide new knowledge to the body of existing knowledge. It will
serve as a guide for their further study as well.
Definition of Terms
For a better understanding and interpretation of the study, the following terms were clearly
defined:
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Online advertisement. A marketing strategy that involves the use of the Internet as a
medium to obtain website traffic and target and deliver marketing messages to the
right customers.
Marketing strategy. A plan of action designed to promote and sell a product or
service.
Internet. A global computer network providing a variety of information and
communication facilities, consisting of interconnected networks using standardized
communication protocols.
Enormous. Very large in size, quantity, or extent.
Effectiveness. The degree to which something is successful in producing a desired

result; success.
Consumer. A person who purchases goods and services for personal use.
Imperative. Something that needs to be done or given attention immediately.
Versatile. Able to adapt or be adapted to many different functions or activities
Accessibility. The quality of being able to be reached or entered.
Chapter 2
The Review of Related Literature and Studies
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This chapter presents the related literature and studies after the thorough and in-depth search
done by the researchers. The researchers gathered these selected related literatures and studies
to guide them in formulating the conceptual information and to support their claims in the
study.
Related Literature
According to Anusha (2016), Advertising has come a long way today. More
and more new medium is being explored each day to make a successful advertising
campaign. Internet that has in recent times picked up as advertising medium has
become the favorite of the advertiser in no time. Online advertisement, also called
internet advertising uses the internet to deliver promotional marketing messages to
consumers. It includes email marketing, search engine marketing, social media
marketing, many types of display advertising (including web banner advertising), and
mobile advertising. Researchers claim this statement that online advertising is the most
popular marketing tool that businesses used for it is the most widely used by many
people in all parts of the world including the Philippines. Also, it is easy to access and
online advertising has special features that businesses can use to promote their
products not just locally but also around the world. Due to the rapid development of
the IT sector, many businesses now use the Internet in their mix of advertising media
in order to benefit from online technologies. Because of the increased flexibility and
control that the Internet offers over the advertising materials, it has become a popular
platform for marketing. (Lau, 2011).

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According to Rzemieniak, (2015). Online advertising is now a constant
component of advertising campaigns for both big and small businesses. Over the
course of recent years, the internet has emerged as one of the primary marketing
communication channels.
Online advertising is growing more and more significant in the development of
marketing campaigns every year. It reaches a large number of recipients and makes it
possible to easily evaluate its efficacy. It is dialogual, because in addition to providing
information on a particular product, it also enables recipients to engage in interactive
activities. The researchers aim this statement that the greater effectiveness of online
advertising contributes to improving the entrepreneurship among entities that use it.
According to Niazi et al. (2012), there is a moderate relationship between
consumer purchase attention, environmental factors and emotional factors. If the
consumer is emotionally attached with the product, he or she will prefer to patronize
that product. Sometimes people change their brands just to test the other brands.
Purchasing powers of people also change with a change in factors such as income level
and men mostly prefer the advertisement than women according to Variawa (2010).
Advertisement convinces people to use the product at least once in their lives.
Celebrities used in advertising also contribute a greater positive influence on people.
Mostly, people rely on advertisements rather than other sources like family, friends
and reference group opinions regarding products (Bashir & Malik, 2009).
Online advertising has replaced traditional media channels including
newspapers, magazines, and television shows in the last few years as the most popular
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social media platform Melville et al. (2009). Many companies, including those in the
food and cosmetics industries as well as others like milk tea shops, are embracing this
platform as a marketing tool to promote their goods and services. Facebook is a crucial
marketing tool, especially for milk tea stores, since it enables them to promote their
goods by putting them on social media with eye-catching descriptions that will capture
customers' interest and taste.
Buyers and potential customers interact with businesses through online
advertisements by commenting, liking, and sharing their postings, which typically
include details about products and brands. According to Stephen and Galak (2010) and
Trusov et al. (2008), this process of information diffusion will result in a "sales bump"
and the effect of word-of-mouth. Additionally, using online advertisements can be
useful because it allows the customer and the seller to communicate about the products
that the customer wants to buy.
Related studies
Studies have shown that many businesses and advertisers are now embracing
digital media to advertise, engage with customers, expand into new areas, and
influence consumer purchasing decisions as a result of technological advancements.
Additionally, consumers now have access to information about products and services.
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According to Davidavičienė (2012), effectiveness studies reveal the lack of
established effectiveness variables. The effectiveness of online advertising needs to be
assessed more thoroughly because the click-through rates have received more attention
than attitudinal responses. Online advertising has significant effects on attitudes and
brand loyalty that are not visible in click-through rates. Online advertising features
compel customers to connect with company’s brand, which improves the perception of
the brand in the consumer’s mind.
According to the study of Kushwaha (2021) Internet marketing tools allow users
to make changes when necessary based on the latest market needs. The biggest
advantage of the Internet as an advertising medium is that it can successfully serve an
unlimited audience at the same time. Online advertising is also not limited by time or
availability. In general, you can go online and provide advertisements at any time of
the day. The researchers claim this statement that modern businesses, particularly local
ones, are nearly forced to use online promotion. Similar to how they use radio,
television, periodicals, and newspapers, consumers only use the internet to be
entertained or for information. Help them practically everywhere in life, and you'll
have a ton of chances to send them pertinent and focused advertisements. Online
advertising can be used by businesses to enhance their traditional media and print
marketing. Online advertising's vast reach and persistent nature give businesses greater
exposure and opportunities for audience engagement.

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According to Srinivasan et al. (2016), Social media provides a big help to
businesses with their brand awareness and brand trust, which implies a sturdy impact
on customer acquisition and customer retention. Since social media can be a big help,
business enterprises should take it to aim for their sales growth and marketing.
Effective advertisements rely on the tactics and techniques that every business
enterprise thought of. One of these tactics is social media usage.
In addition, Srinivasan et al. (2016) found out that if a business enterprise
increased their time spent using online advertisement platforms, the market share
would also increase. Giving some effort is a must to gain brand trust for business
enterprises sales growth and marketing. Online advertisement has greatly changed the
way businesses interact with their customers and business owners must learn how to
use social media in a way that is stable with their business plan Mangold and Faulds
(2009).
In addition to that, based on the study by Reymond L. Mallari and Sarah Mae
C. Ibay entitled “Social media as a promotion and marketing strategy and its effection
the customers’ satisfaction with business enterprises”, Being more creative in the
techniques or strategies shall be utilized in using social media to catch the customers’
attention and gain customers’ satisfaction with promotion and marketing strategy.
Engaging and focusing on utilizing social media as an advertisement tool is needed in

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promotion and marketing strategies to improve the relationship and importance in
every enterprise of Milk teashop Mallari & Ibay, (2020).
Synthesis
For the past several years, online advertising has been shown to be a successful
marketing technique for promoting the goods and services of many businesses,
including those in the apparel and service industries as well as the food and beverage
industry. Since then, a lot of companies have been using online advertising as a
marketing strategy to reach out to the public and draw in buyers by exhibiting their
products.
As stated in the study of Anusha (2016) in a research entitled, Effectiveness of
Online Advertisement, she concluded that online advertisement has become a medium
for daily learning and entertainment, but it is also a medium of advertising. And it is
that companies have realized the impact and benefits of using online platforms as a
showcase to show products in general and to address children and young people in
particular. In addition, she concluded that using online advertisement are incredible
convenience. Advertising business online is one of the most significant advantages of
the internet in this digital age.
Also, based on the literature and studies above, Srinivasan et al., (2016), quoted
that Social media provides a big help to businesses on their brand awareness and brand
trust, which implies a sturdy impact on customer acquisition and customer retention.
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The usage of online advertisement as a marketing tool was already relevant ever
before the pandemic in which that different businesses such as milk tea shops were
already having their perspective online pages where they will post all about their
products and services including the future happenings and progress that happens in
their business and they also usually talk to their costumers online but it is not yet very
relevant since many people choose to go to the milk tea establishment and be served
there rather than doing it virtually and contactless.
The internet has effortless accessibility with consumers using it to reach markets
anywhere in the world. Because of this, purchasing goods from across borders now
reduces the cost of transportation.
Also, Rzemieniak (2015) stated on his study that in today’s society both large
and small firms consistently include online advertising in their advertising operations.
The internet has become one of the most important venues for marketing
communication in recent years. Every year, the role of online advertising in the
creation of marketing campaigns becomes more and more important. It reaches a huge
number of recipients and enables simple evaluation of its effectiveness. It is dialogical
since it not only gives users information about a certain product but also invites them
to take part in interactive activities. This claim by the researchers is that increased
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internet advertising effectiveness boosts entrepreneurship among companies that use
it.
Also, according to a (2012) study by Davidaviien, online advertising has a
significant positive impact on a company’s brand recognition and brand trust, which in
turn has a significant positive effect on both customer acquisition and customer
retention. The use of online advertising as a marketing tool was already relevant
earlier, when various businesses, such as those selling beverages, already had their
own perspectives on online advertising, where they would post information about their
goods and services as well as upcoming events and company progress.
Furthermore, Shukla, (2021) stated in her study that the most effective way to
promote is through advertising. Online advertising, like many other types of display
advertising, often consists of publishers who integrate adverts into their online content
and advertisers who supply advertisements to appear in the publisher's content. The
creation and placement of advertisements by advertising agencies is another source of
funding. The study intends to define online advertising, as well as its applications,
benefits, and drawbacks, as well as the many forms of electronic advertising (websites,
social media and Mobile).
The study’s findings showed that online advertising has grown to be one of the most
crucial tools for promoting services and goods because it is distinguished by
guaranteeing access to the greatest number of the target audience, predetermined in
terms of age, gender, or even presence within a particular geographical area, which is
reflected positively, significantly, and effectively on increasing. The amount of

21
business dealing in goods and services, as well as attracting the greatest number of
clients, will directly lead to a rise in sales and profits.
Chapter 3
Research Methodology
The discussion of the study's research technique and its subjects is included in
this chapter. The sampling strategy, research tool, data collection process, and
statistical analysis that will be employed for precise data analysis and interpretation
Additionally, it includes the selection criteria and demographics of the respondents
who will complete the survey. This includes the scope and restrictions that apply to the
research environment in which the sample data are being collected. In this section, the
researchers also explained how they selected and collected the data on the particular
research environment where the respondents are living. The collection and gathering
tools are also included here, which made it easier for the researcher to contact her
respondents.
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Research Design
The quantitative technique and experimental research methods were used in the
current study. The experimental design used by the researchers to measure variables
and describe their relationships. Before delving deeper into the concept of
experimental design, the researchers want to define it first. An experimental research
design helps researchers execute their research objectives with more clarity and
transparency. As stated by Shrutika Sirisilla (2023), Experimental research design is a
framework of protocols and procedures created to conduct experimental research with
a scientific
approach using two sets of variables. Herein, the first set of variables acts as a
constant, used to measure the differences of the second set. Experimental research
helps a researcher gather the necessary data for making better research decisions and
determining the facts of a research study. An experimental design is described as "a
study in which an intervention is deliberately introduced to observe its effects" by
Shadish, Cook, and Campbell, (2002). Randomized experiments and quasi
experiments are the two main categories of experiments that Shadish and colleagues
distinguish. The use of random assignment to the levels of the postulated cause
variable distinguishes these two types of approaches most significantly.
Research Locale
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The researchers engage this study during the academic year 2022–2023.
Balibago, Santa Rosa City, of Laguna is the primary focus of the research. The chosen
respondents were also located here, and the researchers chose this location as the
research setting in order to have access to the data gathered from the study's
respondents. Because Balibago is known as one of the most commercial places in
Santa Rosa Laguna, where various businesses have been established, it can assist
researchers in gathering enough data for their research.
Population and Sampling
Simple Random Sampling, which is defined as a subset of a statistical
population in which each member of the subset has an equal likelihood of being
picked, will be utilized for this research study. The researchers used simple random
sampling, which is a probability type of sampling in which the researchers select a
subset of participants at random from a population. This study employed a simple
random sampling technique because it provides an equal chance of selecting a
population, eliminates the possibility of bias, and yields general results. In which
respondents will fill out a questionnaire focused on the study's main topics.
Respondent of the Study
The researchers wanted to apply the findings to the 10–20 business owners in
Balibago, Santa Rosa Laguna that rely on online advertising as their platform on their
business. The population for the study, which acted as the official subjects, consisted
of a total of 20 respondents.
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Data Gathering Producedure
The researchers will choose to begin and carry out the process of accumulating
data after the decision is made by the research adviser from the Chair of St. Peter
School.
Before distributing the questionnaire to the intended audience, its validity and
reliability will be evaluated. The questionnaires will be given out by the researchers
during the data collection process.
The respondents are being asked to complete a questionnaire, which will be
submitted via Google form once completed. The surveys themselves contained
instructions and objectives that directed and explained the process. People's responses
to the surveys in question, as well as the results of the surveys themselves, are
included. The procedures that were followed, as well as the results of those
procedures, are listed below.
Using an online questionnaire, the researchers will choose which variables will
be used to test their hypotheses. This is taken into consideration while developing a
survey questionnaire that is tailored to the study's needs through the use of
questionnaire surveys.
The survey was administered online via Google Forms by the researchers. This
survey was also used to construct and develop study questions, as well as to
disseminate it via social media platforms such as Facebook and Twitter. The
25
researchers and their mutual societies emailed a link to each of the selected
respondents, instructing them to complete the questions provided by the researchers. It
would include a brief introduction to the survey's objective, the rationale for
responding, and clear instructions to ensure that respondents fully understood the
survey's objective as well as the implications of their responses.
Data from the surveys will be tallied, organized, and tabulated upon their
completion, and the information will be used to construct an application tailored to the
variable under investigation, A decision is made at this stage as to whether the findings
of the preceding chapters, particularly those relating to creation of a problem statement
and a hypothesis, should be accepted or rejected. Researchers would also concentrate
on data collecting in order to do an analysis of the material that had been gathered by
the researchers. It is possible that findings and recommendations will be developed as
a result.
Research Instrument
The researchers had chosen instruments to be used for data collection, and it is
through online survey questionnaires using Google Forms that will be distributed to
the chosen respondents by sending the link to those respondents via private messages
26
in order to gather more data from respondents who live further away from the
researcher's address. The researchers had given all of the online survey respondents.
They had chosen these data collection methods for the following reasons:
 It ensures a high percentage of respondents respond.
 It provides the researcher with an easy method of computing and
compiling data.
 It makes the gathered data to be easily analyzed and interpreted.
 Google Forms are mobile friendly and people can therefore send in
their responses from mobile phone browsers as well.
Statistical Treatement
The calculation of data will be evaluating the results of the questionnaire variables
through the collection from the respondents. In order to address the study’s suggested
questions, the collected data are submitted to the following statistical processing.
1. Frequency and Percentage Distribution
This will be used to determine and show the percentage usually for
data regarding profile in terms of age. The formula is:

27
f
P= × 100
N
Where in:
P=percentage
f=frequency
N=total number of respondents
2. Likert Scale
A Likert scale usually provides five possible responses to a
statement or question, allowing respondents to indicate their level of
agreement or feeling about the topic or statement on a positive-to-negative
scale. Researchers utilize a Likert scale, which is a one-dimensional scale,
to collect respondents’ attitudes and opinions. This psychometric scale is
frequently used by researchers to learn about people’s opinion. According
to (Lindsay Liedke, 2021), Using a Likert scale is a highly reliable and
straightforward approach to evaluate attitude, visitors’ thoughts, or feelings
toward your brand. Using a variety of questions can offer you a lot of
power.
This is to be used to measure the effectiveness of online advertisement as
marketing strategy in selling Mango Goolat.
Table 1
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Scoring Evaluation
5 Strongly agree
4 Agree
3 Neutral
2 Disagree
1 Strongly disagree
3. Standard Deviation
Standard Deviation is a statistic that measures the dispersion of a dataset
relative to its mean and is calculated as the square root of the variance. It
provides an indication of how far the individual responses to a question vary or
"deviate" from the mean. SD tells the researcher how spread out the responses
are. Either they are concentrated around the mean or scattered far and wide.
This will be used to determine the measure of how dispersed the data is in
relation to the mean. The formula is:
√
2
∑ ( y i−μ )
σ=
N
Wherein:
σ = population standard deviation

29
∑ = summation
Yi= each value from the population
μ= population mean
N= number of values in the population
4. Pearson r correlation
The study will use Pearson r correlation to identify the relationship
between Effectiveness online advertisement as a marketing strategy in
selling Mango Goolat. The formula for this statistical treatment is;
∑ ( x i− x ) ( y i − y )
r= 2 2
∑ ( x i−x ) Σ ( y i− y )
Where:
r= Pearson r coefficient y i= y variable sample
x i= x variable sample y = mean of values in y variables
x = mean of values in x variables

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1

CHAIR OF ST. PETER SCHOOL

Effectiveness of Online Advertisement as a Marketing strategy in Selling Mango Goolat

An Undergraduate Research Submitted to the faculty of

In Partial Fulfilment for the subject

The Problem and its Background

In today’s world, the internet is the hottest medium for information

without regard to geography makes it very popular in the modern world.

Internet advertising is an advertising strategy which includes the application

dynamic concept of how organizations manage their customer relationships and

customers. The preference level of the customer is continuously changing due to

Being a seller, it becomes crucial to consider the importance of technology in their

and entrepreneurs to gain market share and customer satisfaction in the

Ngirika, 2017). Consumer perception is a complex phenomenon. It is very helpful

in knowing the attitude and behavior of customer. A convincing commercial that is

customer perception and online advertising.

shopping has become a fascinating variable for the management and en

Background of the study

Online marketing is crucial for promoting the reseachers product. The

effectiveness of online advertising in purchase decision that Mango Goolat

consumers are quite receptive to online advertising with a positive attitude

towards online advertising.

This study is to target the marketers and advertisers on the consumer

preference of the advertising media and to determine whether using online

advertising would be effective in reaching and creating awareness among the

target audience. Internet has grown in recognition as an advertising platform

As more consumers has turn to the internet as their purchasing platform, it is

competitors. Thus, it is imperative for the organizations to understand the

characteristics of the online customers towards online advertising before adapting

this new marketing practices. Internet as an advertising medium is versatile and

this is it where it stands apart from the conventional advertising medium. It is a

demands of the market.

advertising as a marketing tactic to sell goods is worthwhile. The question of

whether it is successful for Mango Goolat to be established here in Santa Rosa

promoting the researcher’s business venture.

Advantages of online Collection and analysis of The effectiveness of online

Input Process Output

Figure 1. Conceptual framework

This demonstrates that gathering and incorporating inputs into the

process is necessary to ensure that online advertising as a marketing technique

for selling food products is effective.

The framework also demonstrates how important it is to collect

information on factors like affordability, accessibility, and convenience in

order to predict how the market would respond to online advertisements.

To be able to arrive at a certain result, the procedure entails gathering

and analysis of data through questionnaire, focus group discussions, and

statistical treatment questionnaires, focus groups, and statistical analysis.

Mango Goolat, a food company, needs to take these measures in order to

The research is based on the Phenomenology theory, which holds that

and understanding of life. Husserl named this philosophical method

‘phenomenology ‘, the science of pure ‘phenomena’ (Eagleton, 1983, p. 55). The

in understanding the buying behaviour of the consumers in Santa Rosa, Laguna.

Furthermore, determine whether the online advertisement will affect them in

choosing food products.

Theory. Activity Theory arises through an understanding of human consciousness

as it has been shaped by experience and the subjectivity of human awareness.

Activity Theory is especially useful in situations with a significant historical and

beneficial to the research being conducted.

The theories mentioned will assist the researcher in identifying the

preferences of Santa Rosa City consumers are in terms of food, particularly

Statement of the Problem

The study aimed to determine the effectiveness of online advertisement as

1. What are the advantages of online advertisement in term of: