Chapter 1 5 November 11 2016

BUSINESS ADMINISTRATION DEPARTMENT
College of Business Administration

Notre Dame of Marbel University
The Attitude of Consumers… 1
Chapter I
THE PROBLEM
Introduction
According to the University of South Florida (2016), Social media is an internet-based
form of communication. Social media platforms allow users to have conversation, share
information and create web content. There are many forms of social media, including blogs,
micro-blogs, wikis, photo-sharing sites, instant messaging, video-sharing sites, podcasts,
widgets, virtual worlds, social networking sites such as; Facebook, Twitter, Instagram, Myspace,
Tumblr, YouTube and more.
It can be observed that social media do not only focus on its specific features but it also
cater variety of purpose in accordance to the interest of its customers. People nowadays sell
variety of goods, posting videos about the product and advertise non- product and non-product
category in the internet through social media. Mostly people prefers to view videos through
online especially in YouTube. According to Tiwari (2015), YouTube is the second-largest search
engine in the world, trailing only Google. There are over two billion YouTube videos streamed
every day, and advertisers want a piece of this viewership pie. According to Wikipedia (2016), it
contains many videos with any variety, classifications and types. YouTube offers users the
ability to view its videos onweb pages outside their website. Each YouTube video is
accompanied by a piece of HTML that can be used to embed it on any page on the Web.
YouTube also allows people in different location in the world to register for free and post videos
personal interest, tutorials, reports, educational video, and advertisements attached on the video
coming from different companies and investors all over the world.
According to Management Study Guide (2016), Advertising is important for both
new and existing businesses, as it helps to communicate important information to customers and
is one of the first steps in building strong relationships. It raises awareness for different brands
that are available in the market. Therefore, creating an effective advertising plan is essential in
attaining objectives and goals. Advertisement is really important; the advertisement holds the
effectiveness and profitability by influencing consumers to patronize the product. Advertising is
a way of companies and business to reach their target market. However there are cases wherein
video viewers tend to skip the advertisement posted in YouTube.
Though, YouTube Advertising is one of the good ways to promote product the problem is
if the advertisement is seldom viewed by viewers or they tend to skip the advertisement attached
in YouTube video. According to Cohen (2013), Brett Wilson founder and CEO TubeMogul told
the audience of videonuze’s 2013 online video advertising summit that 15% to 25% of skippable
online video ads are viewed to completion. That means, according to Wilson, 80% to 85% of
skippable online video ads are skipped.
Then, it defeats the purpose of the business or companies who used YouTube as their
way of popularizing their products. In this regards, the study was conducted to know through
scientific investigation the attitude of consumers to the advertisement attached in YouTube.

Statement of the Problem
Generally, this study will determine the attitude of consumers towards YouTube
advertisement.
Specifically, it aims to find out the following concerns;
1. What is the profile of the respondents in terms of:
a. Age
b. Educational attainment
c. Access to YouTube
d. Monthly Income?
2. What is the extent of the respondents’ use of YouTube?
3. What are the reasons of the respondents for browsing YouTube?
4. What is the attitude of the respondents towards the advertisements attached in
YouTube?
Significance of the Study
This study is very significant to the following:
For companies that are engaged in investing advertisement in YouTube. It aimed to know
how effective YouTube in advertising their product, and may give an idea if the paid
advertisement will be influential to its target market.
To the Marketing Firms, this study will be beneficial for them because the study
will show what will be the best media advertisement in promoting their products and services.
Scope and Limitation
The study is focused in determining the attitude of consumers towards the advertisements
attached in YouTube videos. The respondents of the study involved are the different consumers
of the product. The respondents were classified into categories: Employed and self-employed.
The researchers chose employed and self-employed respondents because they are the people who
are capable of buying the product that is being advertised on YouTube. Employed respondents
may be hired in different sectors in the economy; private or government. Self-employed
respondents are people who are working for oneself as a freelancer or the owner of a business
rather than for an employer. The study was conducted around the vicinity of the City of
Koronadal.
The data were extracted from the respondents residing in the four zones located in the
City of Koronadal.
Definitions of Terms
This section of the study consists of terms defined according to how they were used in the
study.
Advertisement. A notice or announcement in a public medium promoting a product,
service, or event or publicizing a job vacancy.
Advertising Media. Advertising vehicles such as billboards, magazines, newspapers,
radio, television, and internet by which promotional messages are
communicated to the public using words, speech, and pictures.

Attitude of Customers.Attitude consists of thoughts or beliefs, feelings, and behaviors or
intentions towards a particular thing, which in this case is usually a good or service.
Company.A commercial business. A business organization that makes, buys, or sells
goods or provides services in exchange for money.
Social Media Marketing (SMM). A form of internet marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that users will
share with their social network to help a company increase brand exposure and broaden customer
reach.
TrueView Instream. Is a YouTube video ad format that gives the viewer options, the
most common of which is the ability to skip the advertisement after five seconds. These are the
'skip this ad' prerolls that pop up before you watch a video on YouTube.
YouTube. YouTube is a video sharing service that allows users to watch videos posted by
other users and upload videos of their own. YouTube is a free video-hosting website that allows
members to store and serve video content. YouTube members and websites visitors can share
YouTube videos on a variety of web platforms by using a link or by embedding HTML code.
YouTube Advertisement. Any video uploaded to YouTube can be an ad. Video ads
appear before other videos on YouTube besides playing videos and in search results.
Chapter II
REVIEW OF RELATED LITERATURE
This chapter presents the conceptual framework and review of related Literature and
studies where this study was anchored.
Conceptual Framework
The study contains two major variables; YouTube Advertisement is the independent
variable (IV) while the Attitude of Consumers is the dependent variable (DV). The attitude of
consumers may be affected by their profile, extent of use, reasons for browsing YouTube and
attitude of respondents towards the advertisement attached in YouTube. The study simply
intends to describe the attitude of consumers towards the advertisement attached in YouTube.
YouTube Advertisement Attitude of Consumers
 Profile of the respondents;

 Extent of use of the respondent for
YouTube;
 Reasons for browsing YouTube
Figure 1. Conceptual Framework

Related Literature
This part of this paper is the related literatures of this study. It is used by the researchers
as a basis or guide for this study.
Profile of the Respondents
This part of this paper is related literature of this study which pertains on the attitude
buying behavior.
Age. Young Filipinos are avid user of both computers and internet. According to a 2011
survey of people aged 16-24 in the world’s 15 fastest-growing youth markets by Euromonitor, a
market research firm, Filipinos spend the most time using computers. Additionally, the survey
found that 36% of Filipinos aged 16 to 60 accesses the internet daily through PCs, tablets and
mobile states Oxford Business Group (2012).According to Blattberg (2015), his article states that
in aggregate, YouTube has a huge audience, reaching 81.2 percent of Internet users in the U.S.,
according to comScore data. Unsurprisingly, younger visitors tend to spend more time on the
site. In March, YouTube drew 31.8 million users aged 18 to 24 (98.3 percent of U.S. Internet
users in that age bracket) who spent an average of 10 hours, 15 minutes on the site. Meanwhile,
the platform attracted 19.4 million visitors 65 and older (74.4 percent of Internet users in that
demo) who spent an average of 3 hours, 54 minutes using the video-streaming service.
Educational Attainment. According to Arthur C. (nd), it was found out from the study
that majority of tertiary students use the internet several times in a week, tertiary students spend
between 30 minutes up to an hour on the inter per usage period. According to Gaille (2016), 22%
of YouTube viewers report that they have earned a 4 year Bachelor’s degree. Another 14%
report that they have earned a post-graduate degree. The percentage of YouTube viewers who
report that they have attended college for at least one semester: 20%. 8% of YouTube users say
that they hold an Associate degree. 14% of YouTube users have graduated from high school or
have a GED equivalent. Another 8% report that they are either still in high school are dropped
out before graduation. Another 14% of YouTube users state that their highest level of education
is grammar school.
Access to YouTube. According to Oluniyi(2010), a quick glance at the traffic metrics
website Alexa.com reveals that the most visited websites in Ghana include: Facebook, Yahoo,
Google, YouTube, Live.com, Wikipedia, MSN, GhanaWeb, BBC. Email used to be the most
popular online activity in this part of the world but social networking websites seem to have
taken the lead in recent times. News websites come third. Thus, the composition of the ten most
popular websites is not much of a surprise. What is more interesting is that ALL the most
popular websites have mobile versions of their services. Typing facebook.com into a mobile web
browser for example, automatically redirects one to a mobile version of the popular social
networking website. The mobile websites are stripped-down versions but offer a lot of
functionality, in a layout small enough to fit into tiny mobile phone screens. It is thus now
common place to find people get busy with chatting, twittering, reading the news & more,
from their mobile phones.
Smartphones are raising the stakes and pushing more possibilities into our hands,
literally. They now have enough processing power to stream high-definition video and enough
memory to download and store databases of music, photos and videos from the Internet. Some
smartphones come with full “QWERTY” keyboards and thus making typing a pleasure.
Emailing, blogging, chatting can now be done virtually anywhere.
Personal Computers are no longer the exclusive preserve of the rich and well-educated.
10 years ago, the pricing of an average laptop was about $2,000. Not anymore. New, more
powerful, full-featured laptops are available today for as low as $700. Back to those cyber cafes.
The rapid closure of cyber cafes is not limited to Ghana. 234Next.com, a leading Nigerian news
source, today published a report titled: Cyber cafes are vanishing states that “In those days,
around 2000 and 2001, I used to go to cyber cafe, pay money to check my yahoo email. You
know the feeling that time was powerful. I was the only one who could browse amongst my
friends then. We will go to a cyber cafe and crowd around one system, five of us, and then the
systems were always very slow, so if we hear that one cyber cafe somewhere was fast we will go
there,” said Solomon Edema, a computer engineer. “Now, all of us browse with our phones. I
also used my laptop. I have not gone to a cyber cafe for over a year now, Mr. Edema,
adds.Nowadays, the proliferation of computers and 3G mobile phones, including the famous
China phones, has resulted in cheaper prices. As a result more people can afford internet-enabled
phones. Similarly, the competition in the telecom industry has also led the telecom firms out-
doing one another in offering cheap modems and internet access. Traders at Computer Village,
Ikeja, now offer software that enable free internet access on laptops and mobile phones.
It is clear that mobile phones, are pushing cyber cafes out, the same way public phone
booths and “communication centres” have become endangered species. What waits to be seen is
how long the few cyber cafes that remain would last. Would they close shop or evolve their
business model? Time would tell.

Monthly Income. According to Dave (2014), monthly income of Filipinos varies in
terms of their job. There are in low-income earners, which are the security guards, construction
worker, cleaners, Jollibee crew, and receptionist that range from 250 to 300 per day with
monthly income of 7,500. There are middle-income earners, which consist of bank tellers, call
center employees, office administrators, basic teachers with a monthly income that range from
7,000 to 18,000. But there are there are hidden extras in many middle-income earners. Some will
also be given a free sack of rice every month, a health care plan and transport. Depending on the
job and circumstances. And lastly, the upper-income earners, which consist of doctors, attorneys,
dentists, engineers, and accountants that has monthly income that range from 18,000 to 35,000.
Pilots, Captain, and surgeon paid which has monthly income that range from 80,000 to
100,000.
According to Gaille (2016), although the internet is widely accessible today throughout
much of the developed world, that doesn’t mean everyone can afford the technology necessary to
access it. This is why income levels appear to be a little skewed when looking at the YouTube
demographics. People need to be able to afford computers or mobile devices that allow them to
access the site in the first place. Some might use public computers to do so, but that requires
travel which they may not be able to do. Higher income levels naturally correlate with higher
education levels, which the YouTube demographics also reflect. Maybe this is why Saudi Arabia
accounts for 90 million of the daily hits that this platform receives.
Extent of Use of YouTube. According to Henry (2011), YouTube noted that the
weekend as May 21st YouTube daily views hit their highest number over, over 3 billion views
per day. The growth in YouTube’s popularity is not only due to videos of historic and
newsworthy events abroad. According to the Huffinton post (2013), In 2013 google inc’s
YouTube said 1 billion unique users were visiting the video-sharing website every month, or
nearly one out of every two people in the internet. The fast-growing video site, which had about
500 million unique monthly users a year ago. YouTube has now over a billion users-almost a
third of all people on the internet and every day, people watch hundreds of millions of hours of
YouTube videos of generate billions of views. YouTube overall, and even YouTube on mobile
alone, reaches more 18-34 and 18-49 years old than any cable network in the US.
Reasons for Browsing YouTube. According to Fitzgerald (2015), a new study from
Divimove, a network with multiple YouTube channels based in Europe, finds there are marked
differences in what young and old people watch on YouTube, though the top draw for men and
women is surprisingly similar. The digital submergence of our youth makes them more capable
to live out these interests on the web. Older viewers are much more cautious, and still keep many
of their hobbies offline, notes the report. The study examined 1,157 YouTube channels on the
Divimove network and broke down viewership into seven age groups ranging from 13-17s to
over-65s. It found young people, who have grown up with YouTube and are very comfortable
using it, go there for a wider range of activities. They may be seeking entertainment, or they may
be interested in finding an answer to a specific question. They often get advice there, too, on
topics such as fashion and beauty. Older people, by contrast, are less interested in going to
YouTube for entertainment. They prefer to spend their leisure time using more traditional
entertainment media, such as TV. But they do hop on YouTube to seek assistance, specifically
tutorials that can help them see how something is done. As for men and women, the older they
are, the less their YouTube interests diverge. Viewers over age 45 of both sexes are most
interested in cooking videos. “Instead of messing around with user manuals or cookbooks,
viewers can watch what happens and listen to extra advice the speaker provides,” notes the
report. Overall, a huge majority of YouTube viewers, 77 percent, are under age 35. As to the
future of online video ratings, Nielsen has been working on them for some time and recently said
it will start measuring streaming video on demand as well, such as Netflix and Amazon. But the
rollout is still way off in the future, and no other company is close to a similar system. The table
below shows the top most-viewed types of videos by age group on YouTube.
Figure 2. Most-viewed types of videos by females

Figure 3. Most-viewed type of videos by males
Attitude of Consumers Towards YouTube Advertisement. Fishbein (1967) defined an
attitude as “a learned predisposition of human beings”. Kotler (2000) stated that “an attitude is a
person’s enduring favorable or unfavorable evaluations, emotional feelings, and action
tendencies toward some object or idea”. Sangeeta Sahney quotes Schiffman has defined,
“Attitudes are an expression of inner feelings that reflect whether a person is favorably or
unfavorably predisposed to some "object" (e.g., a brand, a service, or a retail establishment)”.
Similarly, (Solomon, 2009), an attitude in marketing terms is defined as a general evaluation of a
product or service formed over time. Perner, L. (2010) defines consumer attitude simply as a
composite of aconsumer’s beliefs, feelings, and behavioral intentions toward some object within
the context of marketing.

To analyze it, Brackett and Carr (2001) modified several attitude models of Internet
advertising and developed an integrated Web advertising attitude model. This new model is
based on the premise that the perceived entertainment, informativeness, irritation, and credibility
of an advertisement affect consumers evaluate the way it is. Besides these four variables, the
model also includes relevant demographic variables.
According to Cohen (2013), Brett Wilson founder and CEO TubeMogul told the
audience of videonuze’s 2013 online video advertising summit that 15% to 25% of skippable
skippable online video ads are skipped.
According to Anonymous (2015), In the UK, there are particular types of people who are
more likely to watch an ad to the end than others. From their research, they have found that
people aged 25-44 are most likely to complete an ad. Within that age group, 25-34 year olds are
16% more likely to complete a skippable ad and 35-44 year-olds are 21% more likely to watch
the ad. It's not all about age though, there is also a slight difference between the genders when it
comes to those who choose to watch. Women are 9% more likely than men to complete an ad.
You might ask: why are people skipping? Unsurprisingly, the most common reason for people to
skip ads is 'lack of interest'.
There is no magic recipe for the perfect ad but there are some key characteristics that
appeal to a global audience and are associated with higher view-through rates. In order to define
these characteristics they looked at thousands of True View ads across 16 countries and 11
verticals. They categorized them according to 170 creative characteristics and monitored how
long people watched without hitting the skip button. From their research they have been able to
identify some of the key characteristics of ads that people choose to watch. Humour is the
number one characteristic associated with higher view-through rates. They also saw in their
research that people are more likely to complete ads that contain celebrities. They may even
work in some humour so that you combine a couple of the key characteristics in one ad.
How Much Does Advertising on YouTube cost. According to Tong (2014), there are
several different types of advertising on YouTube, so it really depends on the scale you are after.
Big brands, for example, buy homepage takeovers. This is a banner ad that sits on the homepage
of YouTube. Millions of views. It has the same reach as advertising on TV next to a primetime
show. And you get the banner for 24hrs. The banner is customizable. So it's certainly not for
everyone. Most advertisers turn to TrueView instream. It's hugely popular because it's cost-
effective. If the user skips, the advertiser isn't charged. In fact the advertiser only pays if the
viewer watches for 30 seconds. So you only pay for truly engaged views. The audience selects
itself in a way of skipping the ad or watching. Users can click on your video and be taken to your
website. The pricing varies slightly per ad unit, with in-display ads ranging towards the higher
end ($.30) and in-search toward the lower end ($.10). Advertisers can targetviewers by age,
gender, location or by what types of videos they like to watch on YouTube. Generally,
advertisers pay incrementally more for focused target audiences.

Chapter III
METHODOLOGY
This chapter presents the research design, locale of the study, respondents of the study,
sampling design, instrumentation, data gathering procedure and statistical treatment.
Research Design
This study used descriptive survey as its research design. According to Luckand Rubin
(2011),research design is the determination and statement of the general research approach or
strategy adopted or the particular project. It is the heart of planning. If the design adheres to the
research objective, it is sure that the client's needs will be served. According to Wikipedia
(2015), it is used to describe characteristics of a population or phenomenon being studied.The
description is used for frequencies, averages and other statistical calculations. According to
Aquino (2014), Descriptive research is fact-finding with adequate interpretation. The descriptive
method is something more and beyond just data gathering the latter is not reflective thinking or
research.
In this study, descriptive survey is applicable because the researchers administered the
survey questionnaire to the respondents in order to get the view of their attitude towards the
advertisement posted in YouTube. Results of the study were presented descriptively by means of
describing the results of the variables under study.

RESEARCH DESIGN
The Attitude of Consumers Towards YouTube Advertisement
Profile of respondents Locale of the study
City of Koronadal
- Age
- Educational Attainment
- Access to YouTube
- Monthly income Respondents of the study
Employed (private,
government), self-employed
Extent of use of the respondents for
YouTube
Sampling Technique
Incidental Sampling
Reasons of respondents for browsing
YouTube
Data Gathering Tools
Survey Questionnaire
Attitude of consumers towards the
advertisements attached in YouTube
Statistical Gathering Tools
- Frequency Distribution
- Percentage Distribution
Advertisements are being skipped because respondents are not

interested and it is a waste of time.
Figure 4. Schematic Diagram of Research Methodology
Locale of the Study
The study was conducted in City of Koronadal, specifically in four (4) Zones within the city
of Koronadal. The Zone 1 which is located from BDO to Roundball. Zone 2 from Ace center
point to IBED. Zone 3 from Tony Ko to Roundball and last zone, the Zone 4 from Alunan to
Brgy. Paraiso. These zones were selected to reach all those individuals that are employed to
know the attitude of consumers towards YouTube Advertisement.
Figure 5. Locale of the study
Respondents
The respondents of the study were the individuals who are employed in private or
government sectors, self-employed individuals were also respondents of the study. Respondents
are residing in the City of Koronadal. The Data was gathered in different Zones in the City of
Koronadal. Each zone was represented by 50 employed or self-employed individuals as
respondent regardless of their monthly income and age as long as they are aware of YouTube
advertisement. Thus, all in all the respondent of the study consists of 200 employed respondents
of different zones.
Sampling Technique
The study used quota sampling as sampling technique because it is the most appropriate
among the other techniques, since study focuses on the attitude of consumers buying behavior.
Quota sampling technique is wherein the assembled sample has the same proportions of
individuals as the entire population with respect to known characteristics, traits or focused
phenomenon.
The researchers distributed the questionnaires to different respondents who are employed
and self-employed within the City of Koronadal. Quota sampling is useful when time is limited,
a sampling frame is not available, the research budget is very tight or when detailed accuracy is
not important. Subsets are chosen and then either convenience or judgment sampling is used to
choose people from each subset. The researcher decides how many of each category is selected.
The study also used incidental sampling technique. Meaning, only those who are
available and willing to answer the questionnaire was treated as respondents.
Quota sampling is used for the distribution of respondents to zones and incidental
sampling for the determination of respondents to be surveyed.
Instrumentation
To gather the data, the study used self-constructed survey questionnaire in gathering
information from the respondents. The survey questionnaire has four parts: Part l is the profile of
the respondents which include the age, educational attainment, access to YouTube and
monthly income, Part ll is extent of use of YouTube, Part lll is the reason for browsing YouTube
and Part lV is the Attitude towards YouTube advertisement. The respondents must stop
answering the questionnaire if they had chosen the item that requires stopping at a selective
option. And the respondent must proceed to the next part of the questionnaire if they had chosen
the item that requires answering questions that are also helpful in finding out more about the
study.
Data Gathering Procedure
In gathering the data for this study, it was collected using formulated survey questionnaire.
The researchers designed the survey questionnaires as a list of questions for topic areas answered
by the respondents that is relevant to the study. First, the researcher made a letter to be signed by
the dean and the adviser to allow the researcher to start the survey. Second, the researchers
extract data from the different location in the City of Koronadal which are; zone 1, zone 2, zone
3, and zone 4. Questionnaires were distributed carefully, ensuring that the respondent is surely fit
to answer, in order to bring the needed data that is relevant to the study. The researchers used
quota sampling for the distribution of respondents in the City of Koronadal and incidental
sampling technique and for the determination of respondents in surveying.
Statistical Treatment
The statistical tool used in the study:
Percentage distribution is a frequency distribution in which the individual class
frequency is expressed as a percentage of the total frequency equated to 100.

Percentage frequency distribution is a display of data that specifies the percentage of
observations that exist for each data point or grouping of data points. It is a particularly useful
method of expressing the relative frequency of survey response of the problem data. It is used to
explain the consumers profile in terms of age, educational attainment, access to YouTube, and
monthly income. Also, it was used in extent of use of therespondent for YouTube, reason of the
respondents for browsing YouTube and attitude of the respondents towards the advertisements
attached in YouTube.
Frequency distribution is a representation, either in a graphical or tabular format. This
displays the number of observations within a given interval. The intervals must be mutually
exclusive and exhaustive. Frequency distributions are usually used within a statistical context.
The size of the intervals used in a frequency distribution depends on the data being analyze and
the goals of the analyst. However, the most important factor is that the intervals used must be
non-overlapping and contain all of the possible observation. The statistical treatment was used
for tabulation to get the result from data gathered. The researchers used frequency to get the total
percentage of consumers profile in terms of age, educational attainment, access to YouTube, and
monthly income. Also, it was used to get the frequency of extent of use of the respondent for
YouTube, reason of the respondents for browsing YouTube and attitude of the respondents
towards the advertisements attached in YouTube.

Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents, interprets and analyzes the data collected to answer the concerns
presented in the statement of the problem which includes the Profile of the respondents in terms
of Age, Educational Attainment, Access to YouTube and Monthly Income, Extent of use of the
respondents for YouTube, Reasons of respondents for browsing YouTube and Attitude of
respondents towards the advertisement attached in YouTube.
Age. In this part the respondent answer the age profile.
Table 1
Age Profile of Respondent (n= 200)
Age f %
16-18 years old 20 10.00

19-21 years old 54 27.00
22-24 years old 51 25.50
25 and above 75 37.50
Total 200 100.00
Table 1 shows the age profile of the respondents, with a bracketing interval of 3, and with
its corresponding number of respondents. Furthermore, it shows that out of 200 respondents
thelargest number of the respondents is 75, coming from the age bracket 25 and above with the
highest percentage of 37.50 percent; and the age group of 16-18 years old has the lowest with 20
respondents with the percentage 10. The result negates to the statement of Blattberg (2015)
which states that younger visitors tend to spend more time on the site. In March 2015, YouTube
drew 31.8 million users aged 18 to 24 years old who spent an average of 10 hours and 15
minutes on the site. The data shows that the age profile of the respondents nullify the statement
of Blattberg that the most YouTube viewers are aged from 18 to 24. However, the result of the
survey shows that aged bracket 25 and above are the one who views YouTube more.
Educational Attainment Profile. This part intends to know the attained education of the
respondents.
Table 2
Educational Attainment Profile of Respondent (n=200)
Educational Attainment f %
Elementary level/graduate 3 1.50

High school level/graduate 39 19.50
College level/graduate 120 60.00
Post Degree level/graduate 38 19.00
Total 200 100.00
Table 2 presents that out of 200 respondents, 120 respondents are College graduate with
the highest percentage of 60 and the elementary graduates with 3 respondents got the lowest
percentage of 1.50. The study affirms the statement of Arthur C. (nd), in his study it was found
out that majority of tertiary students or college graduate use the internet several times in a week,
spending between 30 minutes up to an hour on the internet per usage period. It also supports the
statement of Gaille (2016), 22% of YouTube viewers report that they have earned a 4 year
Bachelor’s degree. Another 14% report that they have earned a post-graduate degree. The
percentage of YouTube viewers who report that they have attended college for at least one
semester: 20%. The survey result affirms to both statement, college level/graduate, post-graduate
degree holders and 4 year bachelor’s degree holders are more likely to browse YouTube.
Access to YouTube of Respondent. This part the respondents were asks what they used
in accessing the YouTube site.
Table 3
Access to YouTube Profile of Respondent
Access to YouTube f %
Personal Computer/ E-Gadget 125 62.50
Internet Café 75 37.50
Total 200 100.00
Table 3 exhibits that the respondents are using Personal Computer/E-Gadget in accessing
the YouTube site with 125 respondents yielded the highest percentage of 62.50, while the lowest
is using internet cafe in accessing YouTube with the 75 respondents which got 37.50 percentage
rate. The result supports the statement of Oxford Business Group (2012), 36% of Filipinos aged
16 to 60 accesses the internet daily through tablets and mobile. And it affirms to the statement of
Oluniyi (2010), mobile phones or E-gadgets, are pushing cyber cafes out, the same way public
phone booths. The data gathered in the survey shows affirmation on both statements of Oxford
Business Group and Oluniyi, it shows that respondents are prone to use personal computer,
E/mobile-Gadget as to access to the internet.

Respondents’ Monthly Income. It refers to the maximum monthly earnings of the
respondents.
Table 4
Monthly Income Profile of Respondent
Monthly Income f %
7,000 and below 74 37.00

7,001- 12,000 63 31.50
12,001- 17,000 30 15.00
17,001- 22,000 9 4.50
22,001- 27,000 11 5.50
27,001- 32,000 6 3.00
32,000 and above 7 3.50
Total 200 100.00
Table 4 displays the data that out of 200 respondents, 74 or (37%)which a big portion of
the respondents receive a monthly income of 7,000 and below and only 6 or (3%) of the
respondents receive a monthly income of 27,001-32,000. According to Dave (2014), monthly
income of Filipinos varies in terms of their job. There are in low-income earners, which are the
security guards, construction worker, cleaners, Jollibee crew, and receptionist that range from
250 to 300 per day with monthly income of 7,500. There are middle-income earners, which
consist of bank tellers, call center employees, office administrators, basic teachers with a
monthly income that range from 7,000 to 18,000. There are upper-income earners, which consist
of doctors, attorneys, dentists, engineers, and accountants that has monthly income that range
from 18,000 to 35,000. Pilots, Captain, and surgeon paid which has monthly income that range
from 80,000 to 100,000. The data presented from the survey shows that big section of the
respondents has monthly

income of 7,000 and below, the researchers conclude that big part of the respondents are from
low-income earners.
Extent of Use of YouTube. The respondents were asked the following questions if they
are always using YouTube.
Table 5
Extent of Use of YouTube of Respondent
Extent of use f %
Always (daily) 99 49.50
Often (5 times a week) 39 19.50
Sometimes (3 times a week) 45 22.50
Rarely (As need arises but not weekly) 17 8.50
Total 200 100.00
Table 5 shows that out of 200 respondents, 99 or (49.50%) has the highest percentage of
the respondents always used YouTube; and the lowest percentage 17 or (8.50%) of the
respondents use YouTube rarely. According to Henry (2011), YouTube has over 3 billion views
per day. According to the Huffinton post (2013), in 2013 google inc’s YouTube said 1 billion
unique users were visiting the video-sharing website every month. YouTube has now over a
billion users-almost a third of all people on the internet and every day, people watch hundreds of
millions of hours of YouTube videos of generate billions of views. YouTube overall, and even
YouTube on mobile alone, reaches more 18-34 and 18-49 years old than any cable network in
the US. The data gathered shows significance in the statement stated above. The survey affirms
the statement stated by Henry and Huffington post. YouTube earns billions of billions of views
per day, as to relation to the data surveyed it is clear that respondents are prone to visit and watch
videos in YouTube.
Reasons for Browsing YouTube. This part the respondent asks what are the reasons of
browsing YouTube.
Table 6.
Reason for Browsing YouTube of Respondent (n=200)
Reason for Browsing YouTube f %
To be updated 101 50.50

Tutorial series 87 43.50
To watch movies 81 40.50
To upload 44 22.00
To be aware 44 22.00
To do schoolwork 23 11.50
Others 5 2.50
Table 6 presents the reason of the respondents in browsing YouTube. Out of 200
respondents 101 answered that that reason why they browse YouTube is to be updated with
the highest percentage in the table with 50.50 percent. Eighty seven (87) respondents browse
YouTube for the tutorial series with 43.50 percentage rate and 81 respondents with 40.50
percentage rate said that the reason why they browse YouTube is to watch movies. Those are the
top three reasons of respondents why they browse YouTube. Least reason is to do schoolwork
with 23 respondents answered and has 11.50 percentage rate while 5 respondents with
percentage rate of 2.50% said for other reasons. The study affirms to the statement of Fitzgerald
(2015), his study broke down YouTube viewership into seven age groups ranging from 13-17
years old to over-65 years old. It found out young people, browse YouTube for a wider range of
activities. They may be seeking entertainment, or they may be interested in finding an answer to
a specific question. Young viewers often get advice in YouTube, too, on topics such as fashion
and beauty. Older people, by contrast, are less interested in going to YouTube for entertainment.
But they browse YouTube to seek assistance, specifically tutorials that can help them see how
something is done. The study confirms the statement stated by Fitzgerald, younger viewers
prefer entertainment or finding answer to a specific question and older people browse YouTube
to seek assistance or tutorials.
Attitude of Respondents Towards YouTube Advertisement. The respondents asked
what are the reasons for skipping the video advertisements attached in YouTube.
Table 7
Attitude of Respondents towards YouTube Advertisement (n=200)
Attitude of Respondents f %
Skip the advertisement 190 95.00
Watch the advertisement 10 5.00
Total 200 100.00
Table 7 exhibits the attitude of respondents towards the advertisement attached in
YouTube. 190 respondents or 95 percent said that they skip the advertisement while the lowest is
10 with 5 percent they said that they watch the advertisement. Kotler (2000), states that an
attitude are expression of inner feelings that reflect whether a person is favorably or unfavorably
predisposed to some "object". The study supports the data that the attitude of consumers towards
YouTube advertisement in favors to skipping the advertisement only few of the respondents in
favors of watching the ad.
Table 8
Reasons of Respondent for Skipping the Video Advertisement (n=190)
Skip the video f %
Not Interested 102 53.68

Waste of time 53 27.89
Annoying 38 20.00
Bothering 16 8.42
Table 8 shows that out of 190 respondents who skipped the ad, 102 (53.68%) of the
respondents says that they skip the video advertisement because they are not interested; 53
(27.89%) skip the video advertisement because it is a waste of time; and 38 (20%) skipped the
advertisement for the reason that it is annoying. According to Anonymous (2015) People skip the
advertisement because of the most common reason, lack of interest. The study confirms the
survey result of respondents’ reasons for skipping the ad is because they are not interested.
Frequencies of Clicking Skip of Respondents. This table shows the frequency of
clicking skip by the respondents.
Table 9 below the table displays the data that out of 190 respondents who skipped the ad,
117 (61.58%) of the respondents chose to skip the video advertisement always; 41 (21.58%) of
the respondents skip the video advertisement sometimes; 28 (14.74%) of the respondents often
skip the video advertisement and 14 (7.4%) of the respondents answered never.
Table 9
Frequency of Clicking Skip of Respondent (n=190)
Frequency of clicking skip f %

Always 117 61.58
Often 28 14.74
Sometimes 41 21.58
Never 14 7.4
The result affirms to Cohen (2013), Brett Wilson founder and CEO TubeMogul told the
audience of videonuze’s 2013 online video advertising summit that 15% to 25% of skippable
skippable online video ads are being skipped. The data gathered from the survey supports the
statement stated by Cohen, the data is significant to the statement because respondents always
skip the ad, respondents itself are one of those 80% to 85% people who skip the ad. Companies
and other Firms who are investing to advertisement must not choose YouTube as medium for
advertisement because consumers tend to skip the YouTube advertisement always for the reason
that they are not interested.
Reason of the Respondent for Watching the Video Advertisement. This part of the question
the respondents is intended to answer the question on what are the reasons of the respondent in
watching the advertisement attached in YouTube.
Table 10 below the table shows that out of 200 respondents, 8 or (47.06%) of the
respondents watch the video advertisement because the advertisement makes awareness about
the product; 6 or (35.29%) of the respondents watch the advertisement because it creates interest
about the product; 2 or (11.76%) of the respondents watch the advertisement because the
advertisement shows what they want and 1 or (5.88%) of the respondents watch the
advertisement because the advertisement makes them buy the product.
Table 10
Reasons of Respondent for Watching the Video Advertisement (n=10)
Watch the video f %
The advertisement makes awareness about the product 8 80

The advertisement creates interest about the product 6 60
The advertisement shows what I want 2 20
The advertisement makes me buy the product 1 10
However, according to Anonymous (2015), it was found out that some of the key
characteristics of ads that people choose to watch is humour, the number one characteristic
associated with higher view-through rates. They also saw in their research that people are more
likely to complete ads that contain celebrities. The data presented on the table negates to the
statement stated, that people watch the advertisement attached in YouTube because of humour.
The study reveals that respondents watch the ad because it makes awareness about the product.
Chapter V
SUMMARY OF FINDING, CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings derived from the interpreted data drawn
conclusions from the presented data and recommendations that were derived from interpreted
data. The researchers looked at the Influence of YouTube advertisement to Customers’ buying
behavior.
Summary of Findings
As the result of the survey, it shows that most of the respondents are in age from 25 years
old and above with the highest percentage and the least respondents are from age bracket 16 to
18 years old. The survey shows that most of the respondents are College level/graduate. Out of
200 respondents 125 of them says that they use personal computer or e-gadget as their access to
YouTube with a monthly income ranges from 7,000 and below.
Extent of Use of YouTube
As to how many times respondents uses YouTube, the surveysshows that most of the
respondents are always browsing YouTube with corresponding description “daily”.

Reasons for Browsing YouTube
College level/graduate views YouTube for top three reasons namely; to be updated, for
tutorial series, and to watch movies.
Attitude of Respondents Towards the Advertisement Attached in YouTube
The survey shows that respondents always skip the advertisement for the reason of they
are not interested. The survey reveals that out of 200 respondents only 10 are watching the
advertisement. As to their reasons, respondents’ top most reason for watching the advertisement
is because the advertisement makes awareness about the product followed by the advertisement
creates interest bout the product, the advertisement shows what the consumers’ wants and lastly
the advertisement makes them buy the product.
Conclusion
Based on the findings of the study, the researchers conclude the following; College
graduate or professionals have more time to view YouTube. Viewers visit YouTube for tutorial
purposes, movie viewing and to be updated. Although, YouTube advertisement is one way of
promoting product the study reveals that most of the respondents skip and don’t care about the
advertisement attached in YouTube. Most of the respondents answered that they skip the ad and
doesn’t watch it because of lack of interest. Though, According to Tong (2014), if the user skips,
the advertiser is not charged. In fact the advertiser only pays if the viewer watches for 30
seconds. It indicates that the YouTube ad is not that costly, but it defeats the purpose of the
company to spread information about the brand or the product because the consumers tend to
skip the ad.

Recommendation
Based on the result of the study, the researcher recommended the following
recommendations:
 Advertise products, goods and services that are needed by these groups of market of
client.
 Design an advertisement guided by the principle of AIDA (awareness, interest, desire,
and action).
 Advertisement should be attached to tutorial series of different skills, movies, shown
lately from cinemas.
 Advertisers must create an advertisement that attracts consumers to watch.

References
Ahmed (2015). Consumers Buying Behavior influenced by youtube Advertisement.
Retrieved March 16, 2016 from http://www.socialmediatoday.com/marketing
/masroor/2 015-05-28/social-media-biggest-influencer-buying-decisions
Aquino (2014).Descriptive Method. Retrieved November 5, 2016 from
https://prezi.com/3rdptjum29u9/descriptive-method/
Arthur (nd). Educational Attainment. Retrieved March 12,2016 from
https://books.google.com.ph/books?
id=bAOkMlPJyloC&printsec=frontcover&dq=educational+attainment&hl=en&sa=X&re
dir_esc=y#v=onepage&q=educational%20attainment&f=false
Anonymous (2015). To Skip or Not to Skip - What Keeps People Watching?. Retrieved
September 21, 2016 from https://www.thinkwithgoogle.com/intl/en
gb/infographics/to-skip-or-not-to-skip.html
Blattberg(2015). Demographic Youtube 5 Charts. Retreived September 21, 2016
from http://digiday.com/platforms/demographics-youtube-5-charts/
Brackett& Carr (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature
Student Attitudes. , 23-32.
Cohen (2013), 80% To 85% of Skippable Online Video Ads Are Skipped. Retrieved
September 22, 2016 from http://www.tubefilter.com/2013/06/10/skippable-online
video-ads-percentage-completion-rate/
Dave (2014). How much does a person from the Philippines earn Retrieved September 21, 2016
from http://www.thelongestwayhome.com/blog/philippines-journal/how-much-does-a-
person-from-the-philippines-earn/
Fishbein (1967). New York: Wiley Retrieved March 12, 2016 from
http://marketingland.com/study-56-viewers-skip-online-video-ads-46-think-ad
Fitzgerald (2015). Who’s watching what on YouTube. Retrieved September 22, 2016
from http://www.medialifemagazine.com/whos-watching-what-on-youtube/
Gaille (2016). 39 Astounding Youtube Demographics. Retrieved September 23, 2016 from
http://brandongaille.com/39-astounding-youtube-demographics/
Henry (2011). YouTube hits 3 billion views per day, 48 hours of video uploaded per
minute. Retrieved September 19, 2016 from http://www.geek.com/news/youtube-hits-3-
billion-views-per-day-48-hours-of-video-uploaded-per-minute-1383495/
Huffinton (2013). YouTube Stats: Site Has 1 Billion Active Users Each Month Retrieved
September 23, 2016 from http://www.huffingtonpost.com/2013/03/21/youtube-
stats_n_2922543.html
Kotler (2000). (13th ed.). Upper Saddle River,N.J Retrieved March 12,2016 from
https://aytm.com/blog/daily-survey-results/online-video-ads-survey-2/
Luck& Rubin (2011). Research Design, Retrieved: February 08, 2016 from
http://www.scribd.com/doc/18132239/Research-Design#scribd
Management Study Guide, (2016). Why is advertising important. Retrieved September 22,
2016 from https://www.reference.com/business-finance/advertising-
importanteb6440a6301263d5
McQuail (1996). Entertainment. Retrieved March 12, 2016 from
https://books.google.com.ph/books?
id=cmybSQAACAAJ&dq=entertainment+of+Youtube+books&hl=en&sa=X&ved=0ahU
KEwjpl6T2oeXLAhUBMaYKHbmjByMQ6AEIIjBOluniyi (2010). Are mobile phones
pushing cyber cafes out of business?. Retrieved September 22, 2016 from
http://techbaron.com/are-mobile-phones-pushing-cybercafes- out-of-business/
Oxford Business Group (2012). Age. Retrieved March 12, 2016 from
https://books.google.com.ph/books?id=Yt3IZ3JATlsC&printsec=frontcover&so
ce=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
Perner (2010). Consumer Behavior Retrieved March 12, 2016 from
http://www.emeraldinsight.com/doi/abs/10.1108/02651339710184316
Solomon (2009). (8th ed.). Upper Saddle River,NJ Retrieved March 12,2016 from
https://aytm.com/blog/daily-survey-results/online-video-ads-survey-2/
The Huffington post (2013). YouTube Stats: Site Has 1 Billion Active Users Each Month
Retrieved September 23, 2016 fromhttp://www.huffingtonpost.com/2013/03
/21/youtube-stats_n_2922543.html
Tiwari (2015). How much does advertising on YouTube cost. Retrieved September 23,
2016 fromhttps://www.quora.com/How-much-does- advertising-on YouTube-cost
Tong, A. (2014). How much does advertising on YouTube cost. Retrieved September 23, 2016
fromhttps://www.quora.com/How-much-does-advertising-onYouTube-cost
Wikipedia (2016). YouTube. Retrieved September, 22 2016 from
https://en.wikipedia.org/wiki/YouTube
University of South Florida (2016). Introduction to Social Media. Retrieved November 5, 2016
from http://www.usf.edu/ucm/marketing/intro-social-media.aspx
Wikipedia (2015). Descriptive research. Retrieved November 5, 2016 from
https://en.wikipedia.org/wiki/Descriptive_research
“The Attitude of Consumers towards YouTube Advertisement “

QUESTIONNAIRE
(For Employed and Self-employed)
Greetings! This survey questionnaire will serve as guide to the researchers to know how
effective YouTube advertisement is and how YouTube advertisement influence the Consumers’
buying behavior towards the products being advertised on YouTube.
General Instruction: Check the box that corresponds to the answer.

I. Profile:
Name (Optional):_________________________
Age: 16-18 years old
19-21years old
22-24 years old
25 and above
Educational Attainment: Elementary level/ graduate

High school level/ graduate
College level/ graduate
Post-degree level/ graduate
Access to YouTube: Personal Computer/ E-gadget

Internet Café
Monthly Income : 7,000 and below

7,001 – 12,000
12,001 – 17,000
17,001 – 22,000
22,001 – 27000
27,001 – 32,000
32,001 and above
II. Extent of Use of YouTube
How often do you browse YouTube?

Always (daily)
Often (5 times a week)
Sometimes (3 times a week)
Rarely (As need arises but not weekly)
III. Reasons for Browsing YouTube
What are your reasons for browsing YouTube videos?

To be updated
Tutorial series on related interest
To watch movies
To upload videos
To be aware of current trends
To do schoolwork/ assignment
Other, specify_______________________
IV. Attitude towards YouTube Advertisement

A.) What is your first option upon seeing an advertisement in YouTube videos?
Skip the video advertisement

Why? (Check all your possible reasons below)
Not interested
Waste of time
Annoying
Bothering
Others, specify: _____________________
Frequency of clicking skip
Always
Often
Sometimes
Never
If you are skipping YouTube advertisements, please do not answer the succeeding
questions.
Watch the Advertisement

Why do you watch the advertisement? (Check your reasons below)
The advertisement makes awareness about the product
The advertisement creates interest about the product
The advertisement shows what I want
The advertisement makes me buy the product
Others, specify: _________________

Chapter 1 5 November 11 2016

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 1 5 November 11 2016

Uploaded by

Copyright:

Available Formats

BUSINESS ADMINISTRATION DEPARTMENT

College of Business Administration

According to the University of South Florida (2016), Social media is an internet-based

micro-blogs, wikis, photo-sharing sites, instant messaging, video-sharing sites, podcasts,

Tumblr, YouTube and more.

According to Management Study Guide (2016), Advertising is important for both

effectiveness and profitability by influencing consumers to patronize the product. Advertising is

video viewers tend to skip the advertisement posted in YouTube.

skippable online video ads are skipped.

scientific investigation the attitude of consumers to the advertisement attached in YouTube.

Statement of the Problem

Specifically, it aims to find out the following concerns;

1. What is the profile of the respondents in terms of:

2. What is the extent of the respondents’ use of YouTube?

3. What are the reasons of the respondents for browsing YouTube?

4. What is the attitude of the respondents towards the advertisements attached in

Significance of the Study

This study is very significant to the following:

advertisement will be influential to its target market.

Scope and Limitation

may be hired in different sectors in the economy; private or government. Self-employed

Advertisement. A notice or announcement in a public medium promoting a product,

service, or event or publicizing a job vacancy.

Advertising Media. Advertising vehicles such as billboards, magazines, newspapers,

radio, television, and internet by which promotional messages are

communicated to the public using words, speech, and pictures.

Attitude of Customers.Attitude consists of thoughts or beliefs, feelings, and behaviors or

Company.A commercial business. A business organization that makes, buys, or sells

goods or provides services in exchange for money.

REVIEW OF RELATED LITERATURE

studies where this study was anchored.

YouTube Advertisement Attitude of Consumers

 Profile of the respondents;

Figure 1. Conceptual Framework

as a basis or guide for this study.

Profile of the Respondents

Access to YouTube. According to Oluniyi(2010), a quick glance at the traffic metrics

from their mobile phones.

Emailing, blogging, chatting can now be done virtually anywhere.

business model? Time would tell.

Monthly Income. According to Dave (2014), monthly income of Filipinos varies in

Figure 2. Most-viewed types of videos by females

Figure 3. Most-viewed type of videos by males

Attitude of Consumers Towards YouTube Advertisement. Fishbein (1967) defined an

person’s enduring favorable or unfavorable evaluations, emotional feelings, and action

unfavorably predisposed to some "object" (e.g., a brand, a service, or a retail establishment)”.

Similarly, (Solomon, 2009), an attitude in marketing terms is defined as a general evaluation of a

the context of marketing.

model also includes relevant demographic variables.

skippable online video ads are skipped.

skip ads is 'lack of interest'.

advertisers pay incrementally more for focused target audiences.

sampling design, instrumentation, data gathering procedure and statistical treatment.

(2015), it is used to describe characteristics of a population or phenomenon being studied.The

describing the results of the variables under study.

The Attitude of Consumers Towards YouTube Advertisement

Profile of respondents Locale of the study

Advertisements are being skipped because respondents are not

Locale of the Study

know the attitude of consumers towards YouTube Advertisement.

Figure 5. Locale of the study

Koronadal. Each zone was represented by 50 employed or self-employed individuals as