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Emilio Aguinaldo College -Manila

1113-1117 San Marcelino St.
Ermita, Manila

The Effectiveness of Marketing Advertising on the Brand Awareness

of the Consumers of Kitchen Appliances

Domingo, EJ-Lyn

De Leon, Charlene Ara D.

Mananguit, Stephanie Khate S.

Lua, Dayne Kiefer C.

Rosario, Veronica P.

Grade Level and Section

12 ABM 2

School Year 2022-2023

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Table of Contents

Project summary…………………………………………………………………………….. 2
Background of the study…………………………………………………………………… 5
Objectives of the study…………………………………………………………………….. .6
Preliminary instrumentation ………………………………………………………………..7
References………………………………………………………………………………………8
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I. Project summary

This research study is all about the effectiveness of marketing advertising

on the brand awareness of consumers of kitchen appliances. The researchers, as an
entrepreneur of manufacturing businesses, want to know the aspects of marketing
advertising that make it an effective tool for getting people interested in a company's
product or service. This study will discuss a more in-depth study and understanding
of this topic, as how it affects and increase a company’s profit, brand awareness,
brand loyalty, and maintaining demand. To sustain a competitive advantage and
increase brand awareness and communication with consumers, small retail business
leaders must plan to satisfy customer requirements and ensure innovative marketing
strategies are implemented. Institutional advertising is a marketing strategy that aims
to increase the demands and interests of a company, from the return of services
provided to the satisfaction of employees. Intended to create an image, enhance
reputation, and encourage goodwill. As were,  product advertising focuses on selling
products based on their features and benefits rather than brand reputation or brand
recognition which leads to increased sales, and demand, and reduces
misconceptions, these are two robust types of advertising to reach various markets
for business expansion. 

       Aspiring researchers want to acknowledge this significant part of a

business. They would like to know the advantages and disadvantages it gives to the
company and to its consumers. Especially, when it comes to reaching consumers on
a larger scale. It is important to know and monitor the marketing strategies that
enhance the brand awareness of a company to improve, enhance and provide better
communication to their target consumers. With this, the researchers could inevitably

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provide necessary conclusions, and ideas to upgrade or improve it, as well as its
effectiveness and efficacy to the business and the consumers.

         The participants of this study would be the consumers of kitchen appliances in
San Andres, Manila. The researchers decide to choose this group of respondents as
they are the relevant participants in this research study. Gender both male and female,
status married or not married, occupation student or working individuals, and age 17
and above are the characteristics of our chosen respondents. The researchers did not
focus on the informants' demographic profile in this study as long as they are part of the
field that this research is involved in and they are consumers of kitchen appliances and
affected by marketing advertising on their brand awareness that are variables in this
study.

       In gathering the data for this study about the respondent's involvement and
knowledge about the effects of marketing advertising on them as a consumer.
Researchers would develop a  survey questionnaire, which contains a sum of different
types of close-ended questions that intend to attain a profound conclusion on the
objectives of this study. A Likert-type scale is a psychometric scale that will be used to
measure the effects of marketing advertising on the brand awareness of the consumers
of kitchen appliances. It requires an individual to respond to a series of statements,
there are 5 categories of response ranging from 5 = strongly agree to 1 = strongly
disagree with a 3 = neutral type of response. The gathering of data will be conducted
through face-to-face survey interviews and where the researchers will personally
observe the behavior and responses of the participants to obtain more information. It
will be conducted for an estimated two weeks in the month of March 2023. 

       Once the data is collected, first the researchers examine the responses from the
participants and inspect the patterns of their answers to develop a conceptual
framework. As the researchers were aware that every respondent has different

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experiences and interpretations of the effects of marketing advertising on them as
consumers, the researchers assumed that participants would give different but
predicted types of responses. Hence, after examining the responses, the researchers
continued by conceptualizing the responses based on the theme as well as the logical
patterns that were observed in every response. Next to the conceptualization of
responses is finally the interpreting of results and establishing statistical data in
accordance with the collected responses to provide an interpretation of the results and
organized data.

       Marketing advertising has advantages and ways how it helps a business, such as
educating the consumers, fighting competition, expansion of the market, establishing a
direct link between the manufacturer and the consumer, stimulating the people to
purchase the product, increasing the volume of sales and lastly, creating greater
customer centricity and engagement that leads a greater portion of increasing their
target markets brand awareness. The findings of the study will be beneficial to various
groups and sectors. The finding will help different groups and sectors in a way that it’ll
provide extensive knowledge regarding the effectiveness of marketing advertising. By
fully understanding these variables, the following groups and sectors will be able to
manufacture a variety of developments such as better quality of marketing
management, implementation of better advertising strategies, and lastly, emerge in
good decision making. The findings that this study will reveal may benefit and be
significant for the following:
 

Business owners: This research will benefit business owners as it will expand and
inform their decision-making within the business and marketing environment. They
could gain insight into the role of building robust and dynamic marketing management
that can optimize the efficiency of the strategies that will be implemented in their
business marketing operations. 

Marketing department: The significance of this study in the marketing department, is it

helped in diagnosing and evaluating the current sales performance of the company and

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focused on advertising to be added for further improvement, by providing a clear picture
of the future performance and adjustments needed. That could help in implementing an
effective and efficient marketing strategy that significantly improves the company‘s
performance in terms of the probability that consumers recognize their brand, products,
or services. . And developing and formulating different advertisements that will please
the needs of the consumers since their competitors have similar advertising messages.

Store appliances owners: The result of this study will give the store owners the
knowledge and understanding of the advantages as well as the disadvantages of
marketing advertising in their business and customers. This could provide better
decisions and choices for the owner to make in terms of communicating and
encouraging consumers to inform them about the kitchen appliances their selling and to
purchase their product repeatedly. 

Consumers: This research will be significant to the consumers as they can be aware of
how a business comes up with marketing strategies that will persuade, inform and get
their attention about their brand and products. And have the insight to know how they
are being manipulated by the market, it is a huge turnover once an individual knows
how the market goes especially the awareness they can have in being aware of the
marketing operations.

Future researchers: This research paper will benefit future researchers by attaining
related studies and references regarding the effects of marketing advertising on the
brand awareness of consumers, for their future research related to the topic, especially
Accountancy, Business, and Management (ABM) students.

 
II. Background of the study

Consumer trust is helped through marketing advertisements for companies.

commercials that appear in large proportions and attractive logos presented to the
public as coolpromotese strong levels of belief that the manufacturer is trustworthy and
that the goods they produce are of high quality. Advertising makes people aware of,

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believe in, and remember their goods and services. Seo & Park (2018) discovered that
social media advertising positively impacted brand awareness and image. According to
Hartzel et al. (2011), interactive marketing strategies that make use of social media
platforms such as Facebook and Twitter will improve brand awareness. and generate a
leveraging effect between the customer and the brand. Among social media users, the
viral impact of the brand must be talked about and well-known by a lot of users. In
addition, Havlena et al(2007), actual research shows that print and internet advertising
may collaborate with one another. If marketers use these synergies. They might
leverage a newspaper's print and online versions to provide impressions to, especially
where there is a large overlap in the audience of their intended media. Currently, almost
every business is bringing awareness of the traditional media method, which includes
TV, radio, billboards, print advertisements, newspapers, magazines, etc; Then the basis
that businesses use their internet as live showrooms for their goods and services has
noticed an increase in internet purchasing consumers. (Percy et al.,2006) existing
brands frequently employ brand techniques for boosting their brand awareness
campaigns. On the other side, the new products make use of advertising and promotion
to raise product awareness among current and future customers and purchasers of the
goods. Businesses may use a variety of techniques to raise consumer awareness of
their brands, including. Using attitude-based advertising and brand image management

III. Objectives of the study

This study aims to:

(a) To measure level of awareness of respondents on various brands of kitchen

appliances

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(b) To determine the marketing strategies that is being conducted on the kitchen
appliances

(c) To measure how marketing strategies affect the awareness of the respondents-
consumer on the various brands of kitchen appliances.

IV. Preliminary Instrumentation

The purpose of this study is to identify how marketing and advertising help to
make customers of kitchen appliances more aware of a brand. The researchers, who
are also the business owners of the specific product, have a strong interest in
understanding what it is that makes marketing and advertising successful at piquing
customers' interest in the goods or services offered by a particular company. In this, the
researchers would use the Likert Scale as the exact tool to be used in order to acquire
the information that can help researchers obtain their data. Since the Likert scale
followed by a series of five or seven answer statements.which is sometimes called a
satisfaction scale, that goes from one extreme attitude to another, and a substantial for
capturing the level of agreement or their feelings regarding the topic in a more nuanced
way. Additionally, aspiring entrepreneurs also wants to acknowledge this major part of
the field of this strategy and they would also like to know the advantages and
disadvantages it can give to the business and the end consumers, as well as how they
may be improved further.

V. REFERENCES

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Bilgin, Y. (2018). The effect of social media marketing activities on brand
awareness, brand image and brand loyalty. Business & management studies: an
international journal, 6(1), 128-148.
https://journals.telkomuniversity.ac.id/ijm/article/download/2234/1078

Sridhar, S., & Sriram, S. (2015). Is online newspaper advertising cannibalizing

print advertising?. Quantitative Marketing and Economics, 13, 283-318.
https://www.researchgate.net/profile/Shrihari-Sridhar/publication/
314536145_Is_Online_Newspaper_Advertising_Cannibalizing_Print_Advertising/
links/5f12f345299bf1e548c0d41f/Is-Online-Newspaper-Advertising-Cannibalizing-
Print-Advertising.pdf

Karam, A. A., & Saydam, S. (2015). An analysis study of improving brand

awareness and its impact on consumer behavior via media in North Cyprus (A
case study of fast food restaurants). International Journal of Business and Social
Science, 6(1), 66-80.

https://www.academia.edu/download/39541319/KEL.-1.pdf

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