Chapter 4 Draft

Chapter IV
RESULTS AND DISCUSSION
This chapter presents the findings of the study. It likewise presents
corresponding analysis and interpretation of results based on appropriate statistical
tools used to treat the collected data.
Demographic Profile
The data contained in the succeeding tables manifest the demographic profile of
the residents of Nasugbu, Batangas in terms of- age; sex; marital status; monthly
income/allowance; and highest educational attainment.
Age Profile
Table 1: Frequency Distribution of Respondents in Terms of Age
Age Group Frequency Percentage%

Young Adult (20-39) 238 62.1
Middle Aged Adult ( 40-59) 105 27.8
Aged (60 and Above) 39 10.1
According to the data presented in Table 1, the largest proportion of
respondents, with 238 individuals or 62.1%, falls under the Young Adult category. The
Middle Aged Adult category, on the other hand, accounts for 105 respondents or 27.8%.
Lastly, the Aged group represents the smallest age group, with a total of 39
respondents or 10.1%. The data indicates that the study involved a sample size of 380
participants, with a majority falling into the Young Adult demographic.

It is asserted that consumers' behaviors are the result of their use of free will and
heuristic reasoning. Every person will possess a unique and individualized collection of
experiences. However, the collection of primary data from multiple individuals may
reveal that this behavior varies based on demographic characteristics, such as age and
level of education, and environmental factors, such as geographical region and
population size. (Brzoska and Hjelm, 2020)
Sex
Table 2: Frequency Distribution of Respondents in Terms of Sex
Sex Frequency Percentage%

Male 192 50.1
Female 190 49.9
Grand Total 382 100
Based on the data provided in Table 2, it can be observed that the predominant
demographic group among the respondents is males, including a total of 192 individuals
or 50.1%. Conversely, the female respondents account for 190 individuals or 49.9% of
the sample. The data reveals that the majority of the participants are of the sexes of
men.
The identification of feminine gender had a positive impact on impulsive
purchasing, while the identification of masculine gender had no discernible effect on
impulse purchasing. There was no significant relationship between the gender identity
of the individuals and their inclination towards impulsive buying. Additionally, men
reported that their impulsive purchases were influenced by their feminine gender
identity, but not by their masculine gender identity. (Ozdemir, 2019)
Civil Status
Table 3: Civil Status

Marital Status Frequency Percentage%
Single 214 55.8

Married 142 37
Widowed/Separated 26 6.7
Grand Total 382 100
According to the findings presented in Table 3, it can be observed that a
significant proportion of the participants, including 214 individuals or 55.8% of the entire
sample, reported being single. This was followed by married individuals, who
constituted a total of 142 respondents or 37% of the sample. Furthermore, it is worth
noting that a total of 26 individuals, which accounts for 6.7% of the sample population,
are widowed/separated. Based on the provided data, a majority of the participants are
single, while a minority are widowed or separated.
Monthly Income/Allowance
Table 4: Monthly Income/Allowance

Monthly Income/Allowance Frequency Percentage%
Less than ₱12,082 199 51.9

Between ₱12,083 to ₱24,164 125 32.6
Between ₱24,165 to ₱48,328 51 13.3
Between ₱48,329 to ₱84,574 6 1.5
Between ₱84,575 to ₱144,984 1 0.2
Grand Total 382 100
Table 4 shows that most of the respondents 199 people, or 51.9% of the whole
group) have a monthly income of less than ₱12,082. The next most common income
range is ₱12,083 to ₱24,164 per month, which makes up 125 of the respondents, or
32.6% of the group. Additionally, it is worth mentioning that 51 people, or 13.3% of
those who answered, have a monthly income of ₱24,165 to ₱48,328. Six of the people
who answered, or 1.5%, make or have a monthly income of ₱48,329 to ₱84,574. On the
other hand, the small group of people whose monthly income is between ₱84,575 and
₱144,984 makes up only 0.2 percent of the whole, or 1 respondent.
According to Lohana (2021), it is of the utmost significance to examine the
demographic influence of customers on the utilization of digital payment services. The
age, education, occupation, and income of people have a significant impact on their
utilization, whereas their gender and marital status had no significant impact. It is
essential to provide valuable insights regarding the usage and satisfaction levels of
consumers in relation to four widely-used digital payment methods, taking into account
various demographic factors.
Educational Attainment
Table 5: Educational Attainment

Educational Attainment Frequency Percentage%
Elementary Graduate 16 4.1

High School Graduate 48 12.5
Senior High School Graduate 73 19
Bachelor's Degree 198 51.6
Vocational Degree 44 11.4
Postgraduate Degree 3 0.7
Grand Total 382 100
According to the data presented in Table 5, a majority of the participants (198
individuals, accounting for 51.6% of the total sample) have a Bachelor's Degree.
Furthermore, it is noteworthy that 73 individuals, accounting for 19% of the total
respondents, have a Senior High School diploma. Similarly, 48 respondents,
constituting 12.5% of the sample, have completed their education at the High School
level. Furthermore, it is worth noting that 44 individuals, accounting for 11.4% of the
total respondents, have successfully completed a vocational degree. Additionally, 16
respondents, equivalent to 4.1% of the total, have attained an Elementary Graduate
qualification. Finally, a small proportion of the participants, specifically 3 or 0.7% of
them, have a Postgraduate Degree. In conclusion, the findings indicate that a significant
proportion of the participants own a Bachelor's Degree, although a smaller percentage
hold a Postgraduate degree.
Direct Channel
Table 6: Direct Channel

Weighted Verbal
Statement Mean Interpretation Rank
I have seen or received advertisements of fast- 4.60 Strongly
food restaurants (McDonald's, Jollibee, Mang Agree
Inasal, Chowking, Shakey’s, KFC) in forms of
printed leaflets or flyers. 2.5
Inasal, Chowking, Shakey’s, KFC) in forms
social media posts, video, or images from their
online pages. 3.5
Inasal, Chowking, Shakey’s, KFC) in forms text
or email messages. 3.5
television commercials. 2.5
outdoor ads like posters, billboards and sign
boards 1
Strongly
Grand Weighted Mean 4.60 Agree
Based on the data provided in Table 6, a significant proportion of the participants
expressed strong agreement with the statement, "I have observed or been exposed to
advertisements of fast-food establishments (specifically McDonald's, Jollibee, Mang
Inasal, Chowking, Shakey’s, KFC) through various outdoor advertising mediums such
as posters, billboards, and sign boards." This statement obtained a weighted mean of
4.68. The findings indicate that respondents strongly agreed with all claims under the
Direct Channel, as seen by the grand mean of 4.60. This suggests that the multi-
channel marketing approach significantly influences customer brand recognition of fast-
food restaurants in the municipality of Nasugbu, Batangas.
According to Lulea (2021), many businesses find that social media sites are
useful for getting customers more involved with their brands before, during, and after a
buy. Using social media marketing tactics has been shown to improve both the image of
a brand and the loyalty of customers to that brand. Social media marketing campaigns
that had the biggest impact on the whole were those that focused on fun and spreading
the word. The improved company image also has a positive effect on how loyal people
are to the brand.
Indirect Channel
Table 7: Indirect Channel

Weighted Verbal
1. I have seen or heard a social media 4.79 Strongly
personality promoting a fast-food restaurant Agree
(McDonald's, Jollibee, Mang Inasal, Chowking,
Shakey’s, KFC) through their online post/content. 1
2. I have seen a short exposure of fast-food 4.63 Strongly
restaurant (name, service, item or logo) in a Agree
movie or television show. 3
3. I have seen or came across a food review of 4.64 Strongly
fast-food restaurants (McDonald's, Jollibee, Agree
Mang Inasal, Chowking, Shakey’s, KFC). 2.5
4. I have received a product or merchandise of 4.42 Strongly
fast-food restaurants (McDonald's, Jollibee, Agree
Mang Inasal, Chowking, Shakey’s, KFC) like
bags, pens, notebooks, mugs, keychain and the
likes. 4
5. I can search the locations of fast-food 4.64 Strongly
restaurants (McDonald's, Jollibee, Mang Inasal, Agree
Chowking, Shakey’s, KFC) near me when I
search on Google. 2.5
Strongly
According to Table 7, a lot of the people who answered strongly agreed with the
statement, "I have seen or heard a social media personality promoting a fast-food
restaurant (McDonald's, Jollibee, Mang Inasal, Chowking, Shakey's, KFC) through their
online post/content." A weighted mean of 4.79 was given to this sentence. The results
show that people strongly agreed with all claims made in the indirect channel, as shown
by the mean score of 4.62. This also shows that the multi-channel marketing strategy
has a big effect on how well people in the municipality of Nasugbu, Batangas recognize
fast food businesses' brands by making them easier to find and showing them to more
people.
Someone's opinion about a business can either help or hurt its marketing efforts,
because that opinion can affect how customers see the services and goods the
business offers. As a result, consumer relationship management (CRM) is seen as a
smart way to improve brand perception among this group of consumers, especially
when a well-designed CRM initiative is introduced to them, making sure that everything
is clear and giving customers a chance to understand these programs, removing any
doubt or confusion. It is generally thought that this answer is the best one for both
businesses and charitable organizations. (Mobarak, 2022)
Brand Recall
Table 8: Brand Recall

Weighted Verbal
1. I find it easier to remember the fast-food brand 4.77 Strongly
(McDonald's, Jollibee, Mang Inasal, Chowking, Agree
Shakey’s, KFC) that I see through television
commercials. 1
Shakey’s, KFC) that I see through advertisement
on social media. 5
Shakey’s, KFC) that someone personally
referred to me. 2
4. I find it easier to remember the brand of fast- 4.59 Strongly
Inasal, Chowking, Shakey’s, KFC) if I see
posters or signages in public places. 3
5. I find it easier to remember the brand of fast- 4.54 Strongly
Inasal, Chowking, Shakey’s, KFC) if I see a
personal text or email promotion. 4
Strongly
Based on the data presented in Table 8, a significant proportion of the
respondents expressed strong agreement with the following statement: "Fast-food
brands that I observe advertised on television, such as McDonald's, Jollibee, Mang
Inasal, Chowking, Shakey's, and KFC, are easier for me to recall." The weighted mean
score for this sentence was 4.77. The mean score of 4.61 indicates that respondents
strongly concurred with every claim made in the Brand Recall. Additionally, this
demonstrates that the implementation of a multi-channel marketing strategy significantly

impacts the level of brand recognition among residents of Nasugbu, Batangas for fast
food establishments.
To ensure ongoing consumer satisfaction and align with the organization's
mission and vision, it is critical for every business to consistently modify its operational
and marketing strategies. It is imperative to systematically incorporate the requisite
adjustments, while also considering contextual elements and both internal and external
patterns that influence consumer conduct. Without a clearly defined marketing strategy,
an organization faces the potential consequences of yielding to internal and external
influences, which could ultimately lead to the demise of the business. At this time, when
the global economy is displaying signs of crisis, it has become crucial for fast food
industry participants to modify their marketing strategies in order to successfully
navigate the increased competition brought about by the changed conditions.
(Shcherbakova, 2020)
Brand Recognition
Table 9: Brand Recognition

Verbal
Weighted Interpretatio
Statement Mean n Rank
1. I can recognize the brand of a fast-food 4.80 Strongly
restaurant (McDonald's, Jollibee, Mang Inasal, Agree
Chowking, Shakey’s, KFC) through its logo. 1
Chowking, Shakey’s, KFC) through the song or
jingle that it uses on commercials. 3
Chowking, Shakey’s, KFC) through the tagline
that it uses. 2.5
Chowking, Shakey’s, KFC) through the
packaging used. 4
Chowking, Shakey’s, KFC) through the persons
that are promoting (i.e., an artist or influencer). 2.5
Strongly
Table 9 shows that a significant number of respondents with a weighted mean of
4.80 strongly agreed with the statement, "I can recognize the brand of a fast-food
restaurant (McDonald's, Jollibee, Mang Inasal, Chowking, Shakey's, KFC) through its
logo." With a mean score of 4.69, respondents highly agreed with all Brand Recognition
claims. Furthermore, data shows that the amount of brand awareness among the
people of Nasugbu, Batangas is highly influenced by the deployment of a multi-channel
marketing strategy for fast food restaurants.

The impact of social media marketing activities (SMMAs) on user intentions is
significant. Furthermore, social identity mediates the relationship between social media
activities and user intentions; satisfaction mediates the relationship between social
media activities and satisfaction. The objective of this research is to offer marketers
valuable insights regarding efficacious approaches to consumer acquisition and intent
development. Organizations must acknowledge the critical importance of efficiently
overseeing online strategies and brand communities to foster a robust community
identity. This practice serves to enhance the brand's competitiveness while also
inspiring brand community members to abstain from utilizing products and services
provided by rival companies. (Jamil, 2022)
Brand Dominance
Table 10: Brand Dominance

Weighted Verbal
1. I prefer to go to a fast-food restaurant 4.78 Strongly
Shakey’s, KFC) that is famous on the internet. 1
Shakey’s, KFC) that has a tv commercial. 5
Shakey’s, KFC) that is promoted by a famous
personality or artist. 3
Shakey’s, KFC) that has good packaging used. 4
Shakey’s, KFC) that people I know refer me to
go. 2
Strongly
Table 10 shows that a significant number of respondents with a weighted mean
of 4.80 strongly agreed with the statement, "I prefer to go to a fast-food restaurant
(McDonald's, Jollibee, Mang Inasal, Chowking, Shakey’s, KFC) that is famous on the
internet." With a mean score of 4.67, respondents highly agreed with all Brand
Dominance claims. Furthermore, data shows that the amount of brand awareness
among the people of Nasugbu, Batangas is highly influenced by the deployment of a
multi-channel marketing strategy like in social media or via word-of-mouth for fast food
restaurants.
According to Hanaysha (2022), social media sites are important ways for fast
food companies to reach their marketing goals, like building trust in their brand and
influencing customers' decisions about what to buy. All of these factors, except for
entertainment, are known to be important in predicting a person's choice to buy. The
fact that entertainment didn't have much of an effect could mean that people think fast-
food brands' social media material isn't very entertaining or isn't doing well in this area.
Table 11: ANOVA Result for Perceived Effects of Multi-channel Marketing
Strategy on Brand Awareness (In terms of: AGE)
Avera
Parameters Age P-value
ge Remarks
20-39 62.1
Direct Channel 40-59 27.8
Accept Ho, there is no
60-above 10.1 0.64 significant difference
20-39 62.1
Indirect Channel 40-59 27.8
According to the data presented in Table 11, the p-value is 0.64, which above the
significance level of 0.05. In this instance, the statement "Accept Ho, there is no
significant difference" indicates that there is no justification for rejecting the null
hypothesis (Ho), implying that the mean values for this particular age group do not
exhibit any substantial disparity. Furthermore, the p-value is 0.13 is identical to that of
the Direct Channel. Consequently, the average figures for this particular age bracket do
not exhibit any notable disparities within the Indirect Channel. In summary, the p-values
indicate that there is no significant difference between the age groups regarding the
mean values of the statistic in both the Direct and Indirect Channels. The null
hypothesis is acceptable for both channels for all age groups.
Mecredy (2023) discovered that as age increases, the quantity of items
purchased decreases consistently. Therefore, the impact of age-related changes in
brand awareness and consideration, along with the fundamental factors that contribute
to these fluctuations, on the increase in loyalty, is negligible. Conversely, loyalty towards
a particular brand tends to increase with age as a result of a confluence of factors: the
accumulation of experience, the development of purchasing patterns, and a reduction in
the frequency of purchases within a given category.
Strategy on Brand Awareness (In terms of: AGE)
Marital Avera
Parameters P-value
Status ge Remarks
20-39 62.1
Brand Recall 40-59 27.8
20-39 62.1
Brand Recognition 40-59 27.8
20-39 62.1
Brand Dominance Accept Ho, there is no
40-59 27.8 0.59 significant difference
60-above 10.1
The results of table 12 indicate that each of the three components has a p-value
that is greater than 0.05. The p-value for Brand Recall is 0.39, the p-value for Brand
Recognition is 0.37, and the p-value for Brand Dominance is 0.59. When it comes to
statistics, a p-value that is greater than 0.05 implies that there is not a significant
difference between the groups. The results of this study indicate that the null hypothesis
(Ho) is supported, which indicates that there is no statistically significant difference in
the scores for Brand Recall, Brand Recognition, and Brand Dominance among the
different age groups (20-39, 40-59, and 60-above).
Moreover, some of the things that happen as people get older are cognitive
decline in memory and thinking speed, biological aging that changes physical abilities,
more resistance to change, less creativity, stronger brand attachment and long-standing
habits, and nostalgia. The effect of expertise may be different based on how useful the
knowledge gained over a lifetime is for the current product or service on the market.
Without a doubt, it is hard to tell the exact effects of age, group, and era apart.
(Lambert-Pandraud, 2020)
Strategy on Brand Awareness (In terms of: SEX)
Averag P-
Parameters Sex
e value Remarks
Male 50.1
Direct Channel Femal Accept Ho, there is no
e 49.9 0.60 significant difference
Indirect Channel Male 50.1 0.26 Accept Ho, there is no
Femal
e 49.9 significant difference
The table displays data on two channels (Direct and Indirect) and their influence
on two demographic categories (Male and Female) using an average measure. The P-
value quantifies the level of significance of the observed differences. The average
results for both males and females are similar in both channels, with relatively high P-
values (0.60 for the Direct Channel and 0.26 for the Indirect Channel). The statement
"Accept Ho" implies that there is no substantial distinction between the groups in each
channel.
Businesses are changing how they respond to customer needs and wants
because more people are using social media. It also gives businesses more chances to
sell their goods and services in a more personalized way. When social media marketing
companies do their work, they mostly use six things as tools: online groups, interaction,
content sharing, credibility, and ease of access. Also, the part of demographics
moderation is important when looking at the link between Facebook marketing on social
media and brand recognition among consumers. (ElAydi, 2018)
Strategy on Brand Awareness (In terms of: SEX)
Averag P-
Parameters Sex
e value Remarks
Brand Recall Male 50.1 0.75 Accept Ho, there is no
significant difference
Femal 49.9
e
Male 50.1
Brand Recognition Femal Accept Ho, there is no
Male 50.1
Brand Dominance Femal Accept Ho, there is no
Men get an average score of 50.1 for Brand Recall, while women get an average
score of 49.9. The P-value that goes with it is 0.75. There is no significant difference in
Brand Recall between men and women, so the null hypothesis (Ho) is accepted. When
it comes to Brand Recognition is just similar with a P-value of 0.85. The null hypothesis
is true, which means that there isn't a major difference between men and women in how
well they recognize brands. Both men and women who took the Brand Dominance test
got got the same average like Brand Recall and Brand Recognition with a P-value of
0.82. There is no significant difference in Brand Dominance between men and women,
so the null hypothesis is accepted. Finally, the study finds that there is no statistically
significant difference between the male and female subjects in Brand Recall, Brand
Recognition, and Brand Dominance.
A logo's ability to quickly become known to people is very important, and can be
achieved with a well-thought-out design. Leelayudthyothin (2021) found that people of
both sexes saw the letter mark and the picture mark the same way. But when it came to
text designs, there were clear differences between men and women. Males were less
good at recognizing words than females, but they were better at remembering
combination marks.
Strategy on Brand Awareness (In terms of: MARITAL STATUS)
Marital Avera
Parameters P-value
Status ge Remarks
Single 55.8
Direct Channel Married 37
Widowed 6.7 0.63 significant difference
Single 55.8
Indirect Channel Married 37
The table indicates that the mean values for individuals with distinct marital
statuses (Single, Married, Widowed) are 55.8, 37, and 6.7, respectively. The calculated
P-value is 0.63. The null hypothesis (Ho) is upheld, suggesting that there is no
statistically significant disparity in the mean values for persons with varying marital
situations in the Direct Channel. Similarly, the Indirect Channel has a P-value of 0.67.
The null hypothesis is once again accepted, indicating that there is no statistically
significant disparity in average values based on marital status inside the Indirect
Channel. Within an academic framework, this analysis indicates that the married status
does not exert a noteworthy influence on the average values in both the Direct and
Indirect Channels. This is supported by the acceptance of the null hypothesis.
According to the research of Büyükdağ (2021), brand awareness exerted a
significant direct influence on brand image, while also having a remarkable indirect
effect on brand loyalty and purchase intention via brand image. Moreover, it is worth
noting the significant direct influence that brand image has on satisfaction, brand loyalty,
and purchase intention. Additionally, brand loyalty plays a substantial indirect role in
shaping word-of-mouth (WOM) and purchase intent via brand image. Presently, the
intentions of consumers to make purchases on social media platforms are substantially
impacted by brand awareness and brand image, as well as brand loyalty and word-of-
mouth (WOM).
Strategy on Brand Awareness (In terms of: MARITAL STATUS)
Marital Avera
Parameters P-value
Status ge Remarks
Single 55.8
Brand Recall Married 37
Single 55.8
Brand Recognition Married 37
Single 55.8
Brand Dominance Married 37
Across the three categories (Brand Recall, Brand Recognition, and Brand
Dominance), the analysis indicates that there is no significant variation in the average
scores for the various marital statuses. This conclusion is reinforced by the p-values, all
of which are higher than the standard significance levels (0.05). Therefore, the null
hypothesis (Ho) is accepted for each parameter, which indicates that there is no
statistically significant association between marital status and the brand-related metrics
that were analyzed in the population that was examined.
Consumer purchasing behavior, brand awareness, and brand loyalty were all
significantly predicted by advertisements. Furthermore, the influence of brand
awareness served as a partial mediator in the relationship between advertising and
consumer purchasing behavior and brand loyalty. Moreover, consumer purchasing
behavior is profoundly impacted by the correlation between brand recognition, brand
loyalty, and the perception of quality. (Zhao, 2021)
Strategy on Brand Awareness (In terms of: MONTHLY INCOME/ALLOWANCE)
Monthly Avera
Parameters P-value
Income ge Remarks
Less than
₱12,082 51.9
₱12, 082 –
₱24,164 32.6
₱24,164 –
Direct Channel
₱48,328 13.3
₱48,328 –
₱84,574 1.5
Accept Ho, there is
₱84,574 – no significant
₱144,984 0.2 0.42 difference
Indirect Channel Less than 51.9 0.37 Accept Ho, there is
₱12,082 no significant
₱12, 082 –
₱24,164 32.6
₱24,164 –
₱48,328 13.3
₱48,328 –
₱84,574 1.5
₱84,574 –
₱144,984 0.2 difference
According to table 17, both the Direct and Indirect Channels accept the null
hypothesis (Ho) since the P-values (0.42 and 0.37) above the standard significance
level of 0.05. This indicates that there is no statistically significant disparity in Monthly
Income among the different income categories within each channel. To put it simply, the
differences in income distribution that we see are probably just a result of chance, and
there is not enough solid evidence to disprove the idea that Monthly Income is evenly
spread across the defined income categories in both Direct and Indirect Channels.
Irawan (2021) states that a company's brand is an intangible object that
represents the bond between the company and its customers, which has emotional,
social, and economic benefits. A person's income level is a big factor that can affect the
brand they choose. Sadly, most of the study that has been done on the effects of
income on businesses has focused on prices and not looked at the relationship between
brand and customers.
Strategy on Brand Awareness (In terms of: MONTHLY INCOME/ALLOWANCE)
Monthly Avera
Parameters P-value
Income ge Remarks
Less than
₱12,082 51.9
₱12, 082 –
₱24,164 32.6
₱24,164 –
Brand Recall
₱48,328 13.3
₱48,328 –
₱84,574 1.5
Accept Ho, there is
₱144,984 0.2 0.38 difference
Less than
₱12,082 51.9
₱12, 082 –
₱24,164 32.6
₱24,164 –
Brand Recognition
₱48,328 13.3
₱48,328 –
₱84,574 1.5 Accept Ho, there is
₱144,984 0.2 0.40 difference
Less than
₱12,082 51.9
₱12, 082 –
₱24,164 32.6
₱24,164 –
Brand Dominance
₱48,328 13.3
₱48,328 –
₱84,574 1.5 Accept Ho, there is
₱144,984 0.2 0.40 difference
Respondents were divided into groups based on their monthly income, which
ranged from less than ₱12,082 to ₱144,984. This was done so that the study could look
at how brand image might be different across different income groups. The first
parameter, Brand memory, has a p-value of 0.38, which means that there isn't a big
difference between income levels when it comes to brand memory. So, the null
hypothesis (Ho) is true, which means that income level doesn't have a big effect on
brand memory. Similar patterns can be seen in the next income groups, where
percentages drop as income levels rise. On the other hand, the p-values always stay
above the standard level of significance of 0.05, which supports the null hypothesis.
This means that there isn't a big difference between individuals with different income
levels in terms of brand recall, brand recognition, and brand dominance. The fact that
the null hypothesis has been consistently rejected suggests that respondents' opinions
of brands may be shaped by things other than their income levels. More study and
research into these factors could help marketers make better plans for reaching a wide
range of customer groups.
Brand loyalty and respect are important parts of making sure customers are
happy. Several things, such as brand equity and brand image, are used to measure
brand recognition. The brand image is judged on a number of factors, such as the price,
the level of knowledge of the product, its quality, its design, its services, and so on.
Branding is important for every business to stay alive and be successful. A brand is an
easily recognized thing that makes a product stand out, like a name, color, or symbol.
To put it simply, a brand is an association that makes people think of a certain thing.
(Jeyalakshmi, 2020)
Strategy on Brand Awareness (In terms of: EDUCATIONAL ATTAINMENT)

Monthly Avera
Parameters P-value
Income ge Remarks
Elementary
Graduate 4.1
High School
Graduate 12.5
Senior High
School 19
Direct Channel
Bachelor’s
Degree 51.6
Vocational
Degree 11.4
Postgraduate significant difference
Degree 0.7 0.41 between means
Elementary
Graduate 4.1
High School
Graduate 12.5
Senior High
Indirect Channel
School 19
Bachelor’s
Degree 51.6 Accept Ho, there is no
Vocational significant difference
` The data shows clear patterns of how monthly income is shared among people
with different levels of education through both direct and indirect channels. The p-values
of 0.41 for the direct channel show that there are no significant changes in the mean
income between people with different levels of education in the direct channel. In the
same way, the p-values of 0.37 show that there are no statistically significant
differences in the mean income between people with different levels of schooling in the
indirect channel. Based on the p-values, the analysis of monthly income differences
across school levels and channels shows that there isn't enough evidence to reject the
null hypothesis (Accept Ho). In the channels that were looked at, this means that people
with different levels of schooling have similar average incomes. That being said, more
research and looking at more factors might be needed to fully understand the processes
that cause changes in income in these channels.
Moreover, Bohara (2022) states that bcause there is so much competition,
building brand recognition has become an important part of marketing for colleges and
universities that want to get more students to join. It's possible to see how brand
knowledge factors affect every step of the decision-making process, even when the
student's gender is taken into account. Also, these institutions need to put brand
awareness campaigns at the top of their list of priorities because they have the ability to
increase enrollment at higher education institutions.
Strategy on Brand Awareness (In terms of: EDUCATIONAL ATTAINMENT)
Monthly Avera
Parameters P-value
Income ge Remarks
Elementary
Graduate 4.1
High School
Graduate 12.5
Brand Recall Senior High
School 19
Bachelor’s Accept Ho, there is no
Degree 51.6 significant difference
0.42 between means
Vocational 11.4
Degree
Postgraduate
Degree 0.7
Elementary
Graduate 4.1
High School
Graduate 12.5
Senior High
School 19
Brand Recognition
Bachelor’s
Degree 51.6
Vocational
Elementary
Graduate 4.1
High School
Graduate 12.5
Senior High
School 19
Brand Dominance
Bachelor’s
Degree 51.6
Vocational
The table shows the average monthly income and how people feel about a brand
at different levels of schooling. Across the educational spectrum, there are pretty
consistent trends in how people remember, recognize, and dominate a brand. There
isn't a statistically significant difference between the means in any of the categories,
which means that monthly income doesn't have a big effect on how people of different
schooling levels feel about a brand. Based on the data presented, the study comes to
the conclusion that monthly income does not have a major effect on how people with
different levels of education feel about a brand. More study may be needed to look into
other factors that might affect how people in different educational groups feel about a
brand.
For State University, the recruitment of new pupils presents both a challenge and
a potential threat. In order to develop efficacious strategies for enhancing brand
awareness at State University, a more exhaustive comprehension of the factors and
processes that influence students' choices of university is imperative. Six essential
factors must be taken into account when choosing a higher education institution:
academics, facilities, campus life, reputation, industry connections, and accessibility. In
contemporary scholarship, graduates' talents and abilities take precedence over their
university experiences. It provides guidance to State University in the development of
their marketing strategies. (Rachmadhani, 2018)

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Chapter IV

RESULTS AND DISCUSSION

This chapter presents the findings of the study. It likewise presents

corresponding analysis and interpretation of results based on appropriate statistical

tools used to treat the collected data.

income/allowance; and highest educational attainment.

Table 1: Frequency Distribution of Respondents in Terms of Age

Age Group Frequency Percentage%

According to the data presented in Table 1, the largest proportion of

participants, with a majority falling into the Young Adult demographic.

level of education, and environmental factors, such as geographical region and

population size. (Brzoska and Hjelm, 2020)

Table 2: Frequency Distribution of Respondents in Terms of Sex

Sex Frequency Percentage%

The identification of feminine gender had a positive impact on impulsive

purchasing, while the identification of masculine gender had no discernible effect on

identity, but not by their masculine gender identity. (Ozdemir, 2019)

Table 3: Civil Status

Single 214 55.8

According to the findings presented in Table 3, it can be observed that a

constituted a total of 142 respondents or 37% of the sample. Furthermore, it is worth

single, while a minority are widowed or separated.

Table 4: Monthly Income/Allowance

Less than ₱12,082 199 51.9

32.6% of the group. Additionally, it is worth mentioning that 51 people, or 13.3% of

₱144,984 makes up only 0.2 percent of the whole, or 1 respondent.

According to Lohana (2021), it is of the utmost significance to examine the

demographic influence of customers on the utilization of digital payment services. The

various demographic factors.

Table 5: Educational Attainment

Elementary Graduate 16 4.1

According to the data presented in Table 5, a majority of the participants (198

Furthermore, it is noteworthy that 73 individuals, accounting for 19% of the total

respondents, have a Senior High School diploma. Similarly, 48 respondents,

total respondents, have successfully completed a vocational degree. Additionally, 16

respondents, equivalent to 4.1% of the total, have attained an Elementary Graduate

qualification. Finally, a small proportion of the participants, specifically 3 or 0.7% of

proportion of the participants own a Bachelor's Degree, although a smaller percentage

hold a Postgraduate degree.

Table 6: Direct Channel

Based on the data provided in Table 6, a significant proportion of the participants

advertisements of fast-food establishments (specifically McDonald's, Jollibee, Mang

channel marketing approach significantly influences customer brand recognition of fast-

food restaurants in the municipality of Nasugbu, Batangas.

are to the brand.

Table 7: Indirect Channel

business offers. As a result, consumer relationship management (CRM) is seen as a

businesses and charitable organizations. (Mobarak, 2022)

Table 8: Brand Recall

Based on the data presented in Table 8, a significant proportion of the

respondents expressed strong agreement with the following statement: "Fast-food

brands that I observe advertised on television, such as McDonald's, Jollibee, Mang

demonstrates that the implementation of a multi-channel marketing strategy significantly

To ensure ongoing consumer satisfaction and align with the organization's

and marketing strategies. It is imperative to systematically incorporate the requisite

an organization faces the potential consequences of yielding to internal and external

industry participants to modify their marketing strategies in order to successfully

navigate the increased competition brought about by the changed conditions.

Table 9: Brand Recognition

Table 9 shows that a significant number of respondents with a weighted mean of

people of Nasugbu, Batangas is highly influenced by the deployment of a multi-channel

marketing strategy for fast food restaurants.

valuable insights regarding efficacious approaches to consumer acquisition and intent