LEVEL OF EXPOSURE, BRAND PREFERENCE AND BUYING

DECISION OF SELECTED CONSUMERS IN THE

CITY OF BIÑAN, LAGUNA

An Undergraduate Thesis
Presented to
The Faculty of the College of Business and Accountancy
University of Perpetual Help System Laguna

In Partial Fulfillment
of the Requirement for the Degree
Bachelor of Science in Business and Administration
Major in Marketing Management

By

Aguerra, Jamie Anne A.

Capurihan, Jedrick E.
Celso, Jesiree G.
Talape, Emrick G.

May 2022
ii
iii
 ACKNOWLEDGEMENT

This research study would not have been completed without the help and
guidance of the people who make an effort by extending a helping hand for this
study to be completed.

We humbly give our thanks and gratitude to our research and thesis adviser
– Mrs. Francisca Argana, also to the statistician, panel of examiners, and English
critic for their guidance and for imparting their knowledge and guiding us all
throughout the process of completing this study.

We would also like to extend our gratitude to the consumers who are
selected in the City of Biñan, Laguna for providing their time and effort on
participating by answering the survey questionnaires.

Our gratitude also belongs to the authors and researchers whose articles and
studies have help and become part of our study which served as reference for the
study to be completed.

To our Mother of Perpetual Help, we gave you our greatest thank you for
guiding us not only during the time we were working on this research study, but
also throughout our entire college and personal life.

Lastly, we give our greatest gratitude, thanks and glory to God, Heavenly
father and Almighty one, for giving us the strength and knowledge all throughout
our journey of completing this study.

The Researchers

iv
 DEDICATION

I would like to dedicate this research study to those people who are eager to
learn more and to distinguish the importance of having knowledge and information
about the importance of advertisement to their brand preference and buying
decision.
To my family, to our research/thesis adviser and professor ¬ Mrs. Francisca
Argana, our statistician Dr. Nonet Cuy, and our panel of examiners Dean Serrano,
Dean Salinas, and Dean Yango, to my co-researchers, Emrick, Jesiree, and Jedrick,
and lastly, to our Heavenly and Almighty God who supported, trusted and
guaranteed me that I and my co-researchers will be able to finish and execute this
research and for guiding us all throughout. I sincerely wouldn’t have made this
without your undying support, guide, and understanding every time.
Jamie Anne A. Aguerra
I would like to dedicate this research study to the almighty God, who has
been a source of my spiritual strength. To my parents who are always there for me
and to motivate me to do my best.
To my co-researchers, Jamie, Jesiree, and Emrick thank you for supporting
me the whole time. Lastly to my adviser and panelist, thank you for continually
providing the information and being a source of inspiration.
Jedrick E. Capurihan
I would like to dedicate this thesis to my family thank you for always
supporting me, to my co-researcher Jamie, Emrick, and Jedrick for giving your
time and effort for this research study, to our thesis professor/adviser Mrs.
Francisca Argana for teaching and guiding us throughout this study. And lastly, to
our Almighty God for the guidance and giving us strength throughout this journey
we won’t be able to finish this without you.
Jesiree G. Celso
I'd like to dedicate this research to the business world, which has played a
significant role in my life, to my family, who has always supported me in my
studies, to my professors, who have shared their valuable knowledge with me, to
my classmates, who have become my great friends, and to God, who has given me
strength and wisdom in pursuing my dreams.
Emrick G. Talape

v
 THESIS ABSTRACT

Title: LEVEL OF EXPOSURE, BRAND PREFERENCE AND

BUYING DECISION OF SELECTED CONSUMERS IN
THE CITY OF BIÑAN, LAGUNA

Authors: Aguerra, Jamie Anne A.

Capurihan, Jedrick E.
Celso, Jesiree G.
Talape, Emrick G.

Degree: Bachelor of Science in Business Administration Major in

Marketing Management

School: University of Perpetual Help System – Laguna

Academic Year: 2021-2022

Adviser: Prof. Francisca A. Argana , MBA, LPT

Number of Pages: 53

The advantage of exposure and brand preference in order to influence

buying decision is one of the traditional ways of determining consumer’s
knowledge and understanding about the effects of advertisement to their buying
decisions. In some cases, consumers are often not aware of the product or services
provided in the market however their level of exposure to advertisement can
certainly affect their brand preference that can afterwards affect their buying
decision about the certain product or services. Exposure is the state of being
exposed or having a certain contact of the consumers to a product or services.
Brand Preference refers to the most preferred brand of the consumer, while buying
decision refers to the purchasing decision of the consumer toward the product or
service.
This study aimed to determine the following questions: What is the level of
exposure of the consumers to advertisement? What is the perceived influenced of
Advertisement on brand preference of the consumers? What is the perceived
influence of Advertisement on buying decision of the consumers? Is there any
significant relationship between the level of exposure and perceived influenced of

vi
advertisement on brand preference of the consumers? Is there any significant
relationship between the level of exposure and perceived influence of
advertisement on buying decision of the consumers? Is there any significant
relationship between perceived influenced of advertisement on brand preference
and perceived influence of advertisement on buying decision of the consumers?
This study utilized descriptive method of research to determine the
relationship between the level of exposure, brand preference, and buying decision
of consumers in the City of Biñan, Laguna. Descriptive method of research is used
in collecting, evaluating, and tabulating data on the current situations, and cause-
effect relations. This method was chosen because it was the best appropriation for
the study.
The findings of the study were: the level of exposure of the selected
consumers in the City of Biñan, Laguna to advertisement in terms of exposure were
interpreted as very high, high, and low that has an average interpretation of high.
The perceived influenced of advertisement on brand preference of the selected
consumers in the City of Biñan, Laguna were interpreted as positive and negative
that has an average interpretation of positive. The perceived influence of
advertisement on buying decision of the selected consumers in the City of Biñan,
Laguna were interpreted as positive and negative and has an average interpretation
of positive. Lastly, the study found out that there was a significant relationship
between level of exposure and brand preference, level of exposure and buying
decision, and brand preference and buying decision.
Based on the responses of the respondents, the consumers in the City of
Biñan, Laguna had a high and positive assessment in terms of their level of
exposure, perceived influence of advertisement on brand preference, and perceived
influence of advertisement on buying decision. This indicates that the higher the
level of exposure of the consumers to advertisement in the selected barangays in
the City of Binan, Laguna, the higher their level of perceived influence of
advertisement to their brand preference. The higher the level of exposure of the
consumers to advertisement in the selected barangays in the City of Binan, Laguna,
the higher their level of perceived influence to their buying decision. The higher the
level of perceived influence of advertisement on brand preference in the selected
barangays in the City of Binan, Laguna, the higher their level of perceived
influence of advertisement on their buying decision. These findings emphasize how
the increase in any of the variables level of exposure and brand preference have a
correlational increase with each other along with the increase of buying decision.

vii
 TABLE OF CONTENTS

Title Page …..i

Recommendation for Oral Examination …..ii

Approval by the Panel of Examiners …..iii

Acknowledgement …..iv

Dedication …..iv

Thesis Abstract …..v

Table of Contents …..vii

List of Tables …..x

List of Figures …..xi

Chapter 1 THE PROBLEM AND ITS SETTING

Introduction …..1

Theoretical/Conceptual Framework …..3

Operational Framework …..5

Operational Model …..6

Statement of the Problem …..6

Statement of the Hypothesis …..7

Assumption of the Study …..8

Scope and Delimitation …..8

Significance of the Study …..8

viii
 Definition of Terms …..10

Chapter 2 REVIEW OF RELATED LITERATURE

AND STUDIES

State of the Art …..12

Related Literature …..12

Related Studies …..18

Synthesis of the State of the Art …..20

Gap/s Bridged by the Present Study …..22

Chapter 3 RESEARCH METHODOLOGY

Research Design …..23

Sources of Data …..23

Population of the Study …..24

Instrumentation of the Study …..24

Evaluation and Scoring …..25

Data Gathering Procedure …..26

Statistical Treatment of Data …..26

Chapter 4 PRESENTATION, ANALYSIS, AND …..27

INTERPRETATION OF DATA

Chapter 5 SUMMARY OF FINDINGS, CONCLUSIONS

AND RECOMMENDATIONS

Summary of Findings …..38

Conclusions …..40

ix
 Recommendations …..41

REFERENCES

APPENDICES

Appendix A (Communication Letter)

Appendix B (Sample Survey Questionnaire)

Appendix C (SPSS Software & Turnitin Certification)

Appendix D (Editor's Certification & Statistician's Certification)

Appendix E (Curriculum Vitae)

x
Table List of Tables …..Page

1 The Level of Exposure of the Selected …..27

Consumers in the City of Biñan, Laguna

2 The Perceived Influence of Advertisement …..29

on Brand Preference of the Selected Consumers
in the City of Biñan, Laguna

3 The Perceived Influence of Advertisement …..31

on Buying Decision of the Selected Consumers
in the City of Biñan, Laguna

4 Relationship between the Level of Exposure and …..33

Perceived Influence of Advertisement on Brand
Preference of the Selected Consumers in the
City of Biñan, Laguna

5 Relationship between the Level of Exposure and …..34

Perceived Influence of Advertisement on Buying
Decision of the Selected Consumers in the
City of Biñan, Laguna

6 Relationship between the Perceived Influence of …..35

Advertisement on Brand Preference and Buying
Decision of the Selected Consumers in the
City of Biñan, Laguna

xi
Figure List of Figures …..Page

1 The Operational Model of the Study …..6

xii
 Chapter 1
THE PROBLEM AND ITS SETTING

Introduction

Advertisement is one of the most important things for the business owner

and the consumer. Advertising helps the business to earn more profits, by reaching

more people to know about the product and services, advertisements also help the

consumers to choose which product and service they want to buy. With the help of

advertisements, a consumer gets the best option. One of the factors of advertising to

consumers is to create awareness of what kind of product or services to choose

such as brand name and price range. The awareness of the product or services can

be created by highlighting the unique features of the brand (Chand, S. 2018).

Nowadays, some of the consumers they know what kind of advertisement

materials they wanted to use as the source of information on a product or service

they want, some consumer wanted to watch on a free TV or in social media to see

some feature and information about the other product or service, but other choose

to read like in print media. A marketing tool that is readily accessible to any

potential customer and where almost all marketers can launch their goods. To be

more specific, they have chosen newspaper ads as a factor influencing a consumer's

purchasing behavior, (Kakkad, R. 2016).

Consumers are knowledgeable enough to understand whether these certain

advertisement preferences will be helpful for them or not and whether they will
 2

trust these for their information about the products and services they want to

purchase. Under other conditions, consumer decision-making is the process of

letting the consumer be aware and identify their needs, collecting information about

these needs, evaluating alternatives, generating a purchasing decision, and

assessing their purchase (Millwood, A. 2019). Advertisement also creates a huge

impact on the consumer’s brand preference and buying decisions they always look

for a product that can contribute to their needs, and the information they can collect

through advertisement helps them to decide what kind of product they will

purchase. The extent to which customers prefer services supplied by one company

above those given by others is referred to as brand preference. It indicates their

preference for a particular brand. Consumers, on the other hand, will develop

greater preferences for brands as their acquaintance with them grows, which may

influence their purchasing decision (Vongurai, R. 2020).

The selection, purchasing, and consumption of goods and services by

consumers is referred to as consumer buying behavior. Consumer behavior is

complicated by a number of factors. Many aspects, specificities, and traits

influence the individual's identity and the consumer's decision-making process,

shopping habits, purchasing behavior, the brands he buys, and the merchants he

visits and what the consumer see in advertisements (Ramya, N. 2016).

This study aimed to cater to the customers with insight through a range of

advertisement options, to determine the amount of satisfaction that can be provided,

 3

to examine the variables in deciding on a desired brand, and lastly, to analyze and

quantify the relationship between level of exposure to advertisement on brand

preference and buying decision.

Theoretical/Conceptual Framework

The researchers in this study resorted to an approach wherein

Advertisement which is the independent variable can be anticipated and recognized

in different views and aspects in order to acquire a vast amount of context that may

be observed. This study comprises theories that are intended to provide certain

influence on the variables of this research in a more subjective standpoint

furthermore how the level of exposure to advertisement, brand preference, and

buying decision can be associated with one another.

Advertising Theory

A theory from Bhasin, W. (2017), Advertising has a number of goals,

including engaging with prospective buyers and to persuade the consumers to

follow a specific brand or establish an affinity for the brand for repeat purchases,

which leads to brand loyalty. As a result, advertising theory or theories attempt to

understand how and why advertising is effective in shaping attitudes and achieving

its goals.
 4

There are several advertisement theories. Most advertising theories suggest

that the efficacy of advertising is determined by the key practices employed, such

as increased brand awareness or repeated advertising.

To put it another way, certain theories suggest that if anyone wants a

customer to prefer a product or a brand on a consistent basis, actually expose the

customer to the product or brand's ads so that such emotions and desires are

connected to the brand itself. Content specification, basic message and media

features, market characteristics, product/service characteristics, and competitive

behavior are all used in advertising theories.

Consumer Attitude Model

In the study of Ghoneim et al (2016), stated that Consumer attitude models,

such as Fishbein's expectancy-value model, are frequently used to understand

consumer preferences. The consumer's preference for a brand is a feature of the

cognitive assumptions about the brand's weighted characteristics, according to this

model. First, brand preference is expressed as a single number, the product of an

algebraic equation, with utilitarian values serving as the primary driver of customer

appraisal responses. Second, it ignores other factors including subjective reactions.

Third, because of the model's limited scope, it may only be applied to some

categories of primarily utilitarian goods. The applicability of multi-attribute models

to products with observable attributes that only play a minor role in customer
 5

preferences, on the other hand, has also been questioned. Fourth, incorporating

weightings into the algebraic equation introduced in this model reduces the model's

predictive power.

Operational Framework

This study was embedded from the Advertising Theory concept of Bhasin

(2017), which conveys that sources of information are a concept that engages with

prospective buyers and persuades the consumers. This theory intends to align the

goals of advertising for consumers to increase their brand awareness. Moreover, the

Consumer Attitude Model concept as cited in the article of Ghoneim (2016), states

in this theory that decision making is frequently used to grasp the consumer's

preference that can be varied into two which are accurate and inaccurate.

In this study, the independent variable is the level of exposure to

advertisement, which is measured by various traditional media such as television,

radio, newspaper, magazine, brochure, flyer, and billboard. The dependent variable

is brand preference and buying decision of selected consumers in the City of Biñan,

Laguna.
 6

Operational Model

Independent Variable Dependent Variable / Independent Variable

Figure 1. The Operational Model of the Study

Statement of the Problem

This study focused on the consumers’ level of exposure to advertisement,

brand preference, and buying decision of selected consumers in the City of Biñan,

Laguna. Specifically, the researchers sought answers to the following sub-

problems:

1. What is the level of exposure of the consumers to advertisement?

2. What is the perceived influence of advertisement on brand preference of the

consumers?

3. What is the perceived influence of advertisement on the buying decision of the

consumers?

4. Is there any significant relationship between the level of exposure and perceived

influence of advertisement on brand preference of the consumers?

 7

5. Is there any significant relationship between the level of exposure and perceived

influence of advertisement on buying decisions of the consumers?

6. Is there any significant relationship between perceived influence of

advertisement on brand preference and perceived influence of advertisement on

buying decisions of the consumers?

Statement of the Hypothesis

Based on the problems provided in the study, the following hypothesis was

formulated:

H0₁ : There is no significant relationship between the level of exposure and

perceived influence of advertisement on buying preference of the selected

consumers in the City of Biñan, Laguna.

H0₂ : There is no significant relationship between the level of exposure and

perceived influence of advertisement on buying decisions of the consumers

in the City of Biñan, Laguna.

H0₃ : There is no significant relationship between perceived influence of

advertisement on buying preference and perceived influence of

advertisement on buying decision of the consumers in the City of Biñan,

Laguna.
 8

Assumption of the Study

The assumptions of this study were as follows:

1. Advertisement can be in the form of TV ads, billboard and electronic

platform

2. Consumer preference is unpredictable.

3. Buying decision of consumer may depend in product or service satisfaction

4. The questionnaires were answered by the respondents truthfully.

Scope and Delimitation

This study was conducted to identify the possible relationship between the

level of exposure to advertisement, brand preference and buying decision of

selected consumers in the City of Biñan, Laguna which were the variables of this

study. The subject of this study is limited only to the level of exposure to

consumers. Also, it focused on the brand preference and buying decision of

selected consumers in the City of Biñan, Laguna. The duration of this study was for

the school year 2021-2022.

Significance of the Study

The researchers believed that this study could help them to be more

knowledgeable about the importance of advertisement. This study’s findings would

be benefited to the following group of people:

 9

Consumer. This study may help them in using the best choice of advertisement as

their source of information every time they choose to buy a product or service, and

it may also help them in deciding which product they can purchase.

Business owners. This study would inform them on which advertisements they can

use to gain more customers, as well as how advertisements can affect consumers'

purchasing decisions.

Marketers. This study would illustrate the significance of various advertising

platforms; they can use this study to obtain insights about the consumer's most

desired advertisement in order to improve public relations and achieve their target

market's loyalty as well as the company's targets.

Researchers. This study would help the researchers to expand their knowledge

about the importance of advertisement and how it influences consumer buying

decisions and brand preferences. As a marketing student this kind of topic is truly

relevant as they may encounter this when they enter the entrepreneur world.

Future researchers. This study would provide them with additional and useful

information if they decide to conduct a research study on the importance of

advertising on consumer buying decisions and buying preference and also, they can

use this as a reference.

 10

Definition of Terms

For better understanding, conceptual and operational definitions are

derived.

Advertisement is the attempt to influence the buying behavior of customers or

clients with a persuasive selling message about products and/or services (Ward,

2018). In this study, it is referred to as the promotional tool for persuading the

consumers.

Brand Preference is the brand that a customer chooses for a particular product

category. It is often expressed as the percentage of target customers who prefer

your brand (Spacey, 2017). In this study, it refers to the most preferred brand of the

consumer.

Buying Decision is the subjective tastes of individual consumers, measured by

their satisfaction with those items after they have purchased them. This satisfaction

is often referred to as utility as defined by (Weedmark, 2018). In this study, it

refers to the purchasing decisions of the consumer toward the product.

Exposure is just the price of entry. Clearly, there are more efficient and less

efficient media buys, and a relevant unit of measure to assess the media buy is, in

fact, the exposure opportunity. (Smith, 2016). In this study, it refers to the exposure

of consumer to the different types of traditional advertisement like the television,

radio, billboard, magazines, and flyers.

 11

Level refers to the relationship among the values that are assigned to the attributes

for a variable. (Trochim, “n.d.”). In this study, the levels are referred to as the

measures used for Likert scale the Very high, High, Low, Very Low.

Level of Exposure is a presentation of an advertisement to the consumer. The

general advertising objective is to motivate consumers to buy or use your product

or service, change their thinking about your brand, or build excitement. (Martin,

“n.d.”). In this study, it refers to as the overall measurement of exposure of the

consumer to different types of traditional advertisement that can affect their brand

preference and buying decision.

 Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter illustrated the literature and studies that have been reviewed as

relevant to the present study. A synthesis of the current state of the art, as well as

the gaps in this study that have been identified, is being recorded in the emerging

section of this chapter.

State of the Art

The concepts, findings, theories and notions enabled by the

scholarly researches provided clarifies and resolves inconsistencies and tensions in

the literature and thereby make a genuine contribution to the state of knowledge in

the field by developing theories with more explanatory and predictive power,

clarifying the scope and limitations of ideas, posing fruitful empirical investigations

and/or identifying and pursuing unresolved problems in relation to exposure of an

advertisement on brand preference and buying decision are presented to dispense a

substantial background of the study and to give justification on the objective of the

researchers in endeavor.

Related Literature

Advertisement was used by many businesses to show their product is

different, has more benefits, or more effective, than the other similar product from

the competitors’. Some of the retailers feel it is necessary to advertise because of

the wide competition. Unless other retailers are ready and aggressive to show the
 13

products, retailers should be overlooked in the minds of consumers (Hazelden,

2019). Advertisement is characterized as the presentation of a brand and the

promotion of ideas, goods, or services by a specified group of sponsors through a

variety of formats, including print, and broadcast (Shrestha, 2019).

In the past, television was the most common medium for telling stories and

advertising. A scene could be set, a trusted advisor introduced, and a common

problem solved in 15 to 30 seconds. When television first came out, it

overshadowed radio and print because of its moving images. Due to its ability to

include photographs, print came in second to television. Then came radio, which

could explain something that was better adapted for visual consumption (Array

Media, 2019).

Another print advertisement is a magazine. The audience's interest is a

major factor in the efficacy of magazine ads in comparison to many other forms of

media. The theme or topic of a magazine is usually of great interest to its readers.

Hundreds of magazines exist, many of which cater to specific interests

(Kokemuller, 2019).

According to Johnston, M. (2016), Brochures have long been seen as an

important tool for business-to-consumer communication and a very effective

approach to promote products or services. This printed material has traditionally

played a vital role in the evaluation and purchase decisions of generations of

clients, offering all of the information needed to make an informed decision.

 14

Store flyers play a crucial role for both manufacturers and retailers. To

establish point-of-sale communications and a good in-store promotion,

manufacturers advertise in shop flyers (e.g., aisle-end displays, product displays).

Furthermore, retail flyers increase the purchase and selection rates of

manufacturers' brands. in some study, store flyers boost store traffic, increase

purchases of advertised and unadvertised products, and increase the amount

consumers spend on these things, implying a positive influence on earnings and

margins, (Mimouni, A., & Parguel, B., 2017).

Advertising travelers eager to discover a new location, an excellent

billboard for a restaurant, attraction, or even a unique shop can drive fast sales.

Some product advertisements can literally be viewed directly outside the storefront!

With an increasing attitude of going off the beaten road and seeking out new

experiences, a well-placed billboard directing people to an uncommon location can

produce immediate sales. A billboard is a surprisingly cost-effective means of

advertising as a result of this. Although the billboard itself can be somewhat

expensive to design and install, if strategically placed, it will more than make up

for its cost in sales (Bmediagroup,2020).

Advertising media is an important way to reach a huge number of

consumers that can increase the sales and performance of a company. A lot of

businesses offer products and services. Though it is impossible for the target

consumer to know about the product if the owner did not use media to advertise.
 15

That is why media advertisement is important to reach a larger audience and

increase brand awareness (MBA Skool Team, 2020).

The source of advertising nowadays satisfies human needs. Almost every

product is sold nowadays in order to attract a wider audience. The business profits

from improved revenue as a result of this. For example, if a person wants to buy a

car but is unsure whether or not to do so. The goal will be set in this situation, and

they will be eager to learn more about it from the advertisement (Team EPW,

2019).

The goal of advertising is to reach out to a large number of people in a short

period of time with a product or idea that would appeal to others. Ads provide all

the information you need about a product, whether it is new or on sale. Other ads

provide information about the product, such as how it is manufactured, how it

varies from similar products, and how much it costs. These factors may influence a

consumer's decision on what to think about and reconsider before buying a product

(Karan, 2020).

Brand preference develops as a result of brand positioning, which is linked

to viable offers based on customer perception. As a result, branding ensures strong

consumer knowledge (Iyer, 2019). The brand's distinct strategic advantage that

makes the pledge undeniable is referred to as positioning (Shafiee et al., 2020).

Dhaliwal (2016), states that an advertisement play an important role in

informing individuals about various topics that may affect the

 16

consumer buying behavior. A lot of possible things have made to attempt to ensure

quality advertisement as well as fabrication of strong consumer perception that may

positively affects the consumer buying behavior, because a

lot of target consumers can get knowledge about the products or services through

advertisement and other tools.

According to Osman, A. (2018), There is a significant relation between

advertisement and consumer purchasing preferences. Advertising's purpose is to

influence consumer decision-making and purchase decisions about which brand is

the best to buy in a competition at any and all levels of purchase.

Advertisements like Broadcast and print media conveys to the buyer all of

the information they need to hear about the products and services they want to buy

right now. The flow of information has become so rapid that we can now send

information to any part of the globe in a short amount of time. Because

communication and trade can arise quickly and without substantial cause, distance

becomes meaningless (Lubis, 2018).

Advertising is an important strategy for raising product awareness in the

minds of potential customers before they make a buying decision. Advertising

influences audiences across all mediums, but television is one of the most

powerful, and because of its wide reach, it may influence not only individual

attitudes, behavior, life style, exposure, and, in the long run, even the country's

culture, (Manandhar, B., 2018).

 17

Companies would use the source of information to determine if their

prospective customers can buy from them online or in physical stores like shopping

malls. People have started to shift to online stores; however, most consumers still

prefer to shop at traditional markets where the product can be seen in person

(Shanthi &Kannaiah, 2016).

The advertisement influences the consumer when it comes to things they

might like and things that might catch their eye since people do not often know

why they like something (Laja, 2019). Advertisement effectiveness and efficiency

when it comes to providing information can positively influence the buying

decision of a consumer (Maheshwari et al., 2016).

Advertising is a link from the business marketing process to their target

audience with objectives of providing the consumers with the best opportunity of

discovering and utilizing the company's product or service for the consumers to

understand how good the product or services is and how perfect is the brand for

their own choice Alex, C. (2017). Advertisement is everywhere which affects the

buying behavior and buying decision of the consumer since advertisement a

company wants to catch people’s attention in various ways to provide the

information of the products or services, they released in the market is a certain

approach that advertisement can provide to their target audience (Hordos,

A. 2018).
 18

When it comes to goods or services that a consumer intends to buy, the

advertisements that they rely on allows them to make a purchasing decision.

Consumers make choices based on a variety of factors. Consumer purchase triggers

typically occur prior to the actual purchase of the product; this is where marketing

comes in. Consumer purchasing behavior is affected by marketing and advertising

changes, with consumers preferring to purchase products from companies they are

familiar with (Bhasin, 2018).

The media is influencing the source of information for consumers that is

important for their day-to-day activities, particularly when it comes to their needs

and desires. The audience or target clients of a company's product will often be

influenced by advertisements in the mass media because it is the most powerful

medium of advertising. An advertiser aims to reach out to prospective customers

and influence their consciousness, mindset, and, most importantly, purchasing

behavior (Chukwu et al., 2019).

Even though thousands of products are presented to them, which may

interrupt their memories of the brand image and perception towards a new product,

consumers still manage to categorize the latest information with the particular

brand and shore accordingly in their memory (Chukwu et al., 2019).

Review of Related Studies

According to Rejaswor, N. (2019), an advertisement is a persuasive form of

communication by nature with the consumer for the products or a service. The
 19

communication is usually one sided, in one direction from the advertiser and to the

public. Also, advertisement is normally paid for by the company of a brand and

negotiated with one or more media. Advertisement aims to highlight the product or

service. It also wants to create awareness about the uniqueness of the product or

service itself. It passes on the information about the product and service in order

that the! interest and curiosity is created in the mind of the consumer about the

product or service. The information source allows customers to get a better

understanding of the product and service they expect to use. Advertising is crucial

in attracting and retaining a large number of prospective target markets.

Advertising has long been regarded as a necessary tool for mass marketing. This

could send a message to millions of prospective buyers.

In the study of Daniel (2019), reportedly that the role of ads in the media is

analogous to the role of vegetables in a diet. It is what shapes and sustains the

body, even though it does not necessarily taste good. Furthermore, advertisement is

essential to the survival of many organizations, including those in the television

industry and newspapers. In reality, advertisements account for 80% of a

newspaper's revenue. Advertising is also a very profitable and active industry.

The consumer buying decision process is vital since it is when a consumer

purchases a product or service with the thought of exchanging money that will help

the marketer when it comes to introducing their product or service to their target

audience or market. The first stage of consumer buying decision problems is

 20

recognizing what to purchase which is essential and needed in buying decision

(Kotler and Keller, 2016) after that searching for information comes next that can

be provided by the advertisement for consumers to be informed by the new product

or services they want to try (Clow & Baack, 2016). The consumer can obtain this

information through several sources such as personal, commercial, public, and

experimental types of sources (Kotler et al., 2017), which comes from the specific

information that a company’s advertisement introduced to their target market.

Clear and concise decision making for consumers with product or services

to purchase comes from a high quality of information which can be provided by

advertisement. For consumers to have a vivid interpretation of what to decide when

it comes to product or services to choose from, seeking out new and valuable data

or information to come up with new perspectives about the product or service of

the consumers (Benneth& Lemoine, 2020).

Synthesis of the State of the Art

The study of MBA Skool Team, (2020) emphasized that

Advertisement is a contrivance that is passed down to designate a long-term

relationship between the product and the market’s sales. Rejaswor, (2020),

Hazelden (2019), Shrestha (2019), cite that products and brands in advertisement,

shows a variation of diversity especially when it comes to a brand promotion of

different ideas and the retailers' aggressiveness to distinguish themselves from their

competitors. According Array Media (2019), Kokemuller, (2019), Johnston M.,

 21

(2016), Mimouni, A., & Parguel B., (2017), and Bmediagroup, (2020) implied that

print advertisement and materials such as televisions, radio, newspapers,

magazines, billboards, brochures, and store flyers exist to cater the consumers

specific interest, to influence on earnings and margins, and to offer information, to

have a huge scope of target market by discovering new location to capture

consumers attention as well as to communicate while persuading, informing, and

granting the consumers with the knowledge about the product and services.

According to Lubis, (2018), Rejaswor, (2019), Chukwu, Kanu, &

Ezeabogu, (2019), Shanthi &Kannaiah, (2016), Laja, (2019), and Bhasin, (2018)

information is an imperative root when it comes to purchasing products and

services for the end-users to have a specific view of standpoint when it comes to

the image of product and services. To have a wide scope of information that aims

to convey and inform the prospective target market.

With the study of Schmitt, (2019), Karan, (2020), Rejaswor, (2019),

Dhaliwal (2016), and Osman (2018) convey that decision-making is an act being

done after a long turn of events when it comes to consumers’ brand preference

which is relevant to educate, persuade, and influence the consumers and an

implication that brand image and advertising can boost a company’s performance.

Manandhar, (2018), implied that in order for consumers to be influenced and to

decide on what to buy, product awareness is an important strategy. At the end of

this, the compelling accord between the level of exposure to advertisement and
 22

consumers' source of information on brand preference and buying decision, they

intend to inform and create a bond with the consumers.

Gaps Bridged by the Present Study

From the following conferred review of related literature and studies,

coming after are gaps that has been determined:

1. There were no studies that examine the level of advertisement, buying

preference, and buying decision in the City of Biñan, Laguna.

2. Most of the reviewed materials used in this study were foreign, but few

local researchers.

In view of the identified gaps, the study will determine the level of

exposure, perceived influence of advertisement in buying preference and

decision of consumers in the City of Biñan, Laguna.

 Chapter 3
RESEARCH METHODOLOGY

This chapter articulated the research design and methodologies adopted in

the study. It has the intention of exposing intricate procedural operations in how

data will be accumulated and evaluated. Therefore, this adhered to the research

questions.

Research Design

The researchers used the method of descriptive-correlational design. The

rationale for this methodology is the fact that the current research focuses on the

analysis of relationships between variables, such as the balance relationship. The

researchers utilized this kind of method as the study focused on the relationship of

level of exposure, brand preference and buying decision of selected consumers in

the city of Biñan, Laguna. Bhandari (2021) stated that a correlational research

design investigates relationships between variables without the researcher

controlling or manipulating any of them. A correlation reflects the strength and/or

direction of the relationship between two variables. The direction of a correlation

can be either positive or negative

Sources of Data

The researchers utilized the primary and secondary as sources of data. The

primary data for this study came from the researcher's actual interactions with the

respondents as they assessed their own to think more about in the given questions.
 24

The secondary data are collected through the interpretations from the respondents’

answer, and also in reading materials on the internet and school library that helps

the researchers in looking at the positive and negative outcomes of the research.

Population of the Study

This study centralized on advertisement’s level of exposure and how it

affects their brand preference and buying decision. The population of the study has

a sample size of 50 respondents living in the five (5) most populated barangays in

the City of Biñan according to the City Population which are Barangay Dela Paz,

Langkiwa, San Antonio, San Francisco, and, Santo Tomas. The sampling method

that will be used in this study is convenience sampling, a non-probability sample in

which the researcher uses the subjects that are nearest and available to participate in

the research study (Crossman, 2019). In the study, the researchers opted to choose

ten (10) respondents from each 5 barangays with the total of 50 who were the

respondents of the study.

Instrumentation and Validation

The research instruments were consisted of three parts. Part I is the level of

exposure to advertisement; Part II were the perceived influence on brand

preference; Part III were the perceived influence on buying decisions of selected

consumers in the City of Biñan, Laguna.

The researchers created questions with specific answers to obtain the

specific requirements. For validation, the content of the questionnaires were

 25

analyzed by the subject adviser, the experts in marketing, management, and

statistics to guarantee the usefulness and effectiveness of the data that would be

gathered from the respondents. The researchers evaluated and assessed the

improvements that were provided by the experts.

Evaluation and Scoring

In order to determine the advertisement’s level of exposure, the following

measures were used:

Points Range Categorical Responses Verbal Interpretation

4 3.25-4.00 Always Very High

3 2.50-3.24 Sometimes High

2 1.75-2.49 Often Low

1 1.00-1.74 Rare Very Low

In order to determine the perceived influence of advertisement to

consumers’ brand preference and buying decision, the following measures were

used:

Points Range Categorical Interpretation Verbal Interpretation

4 3.25-4.00 Always Very Positive

3 2.50-3.24 Sometimes Positive

2 1.75-2.49 Often Negative

1 1.00-1.74 Rare Very Negative

 26

Data Gathering Procedure

In data gathering, certain approvals and procedures are used which is the

task of the researchers of this study to be obliged. With the data that the researchers

compiled a self-made questionnaire was made with the occurring questions

answered. by the selected audience or respondent. The survey questionnaire was

approved by the Dean of the College of Business and Accountancy before the

dissemination of the questionnaires to the target respondents of this study. In which

the selection of the chosen respondents includes but are not limited to the number

and the location should be clearly stated in the questionnaire to achieve the

efficiency of the process.

Statistical Treatment of Data

For the quantitative analysis, the following statistical tools were used:

1. Weighted Mean was used to determine (a) the level of exposure to

advertisement (b) brand preference, and (c) buying decision of the selected

consumers in the City of Biñan, Laguna.

2. Pearson R was used to determine if there is a certain relationship existing

between the level of exposure to advertisement, brand preference, and

buying decision of the selected consumers in the City of Biñan, Laguna.

The Pearson R is a statistical tool that shows a relationship between one or

two variables that are measured within the same pacing of time

(Obilor&Amadi,2018).
 Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter provided the information that has been compiled through a

survey that has been conducted by the researchers and answered by the selected

respondents through an online questionnaire. The following analysis and

interpretation were supported by the problems listed in Chapter 1.

1. Level of Exposure of the Consumers to Advertisement

Table 1
The Level of Exposure of the Selected Consumers in the City of Biñan, Laguna
to Advertisement

Indicators Weighted Mean Verbal Interpretation Rank

1. Television (TV) 3.34 Very High 1

2. Radio 2.24 Low 6.5
3. Newspaper 2.24 Low 6.5
4. Magazine 2.52 High 4
5. Brochure 2.74 High 3
6. Flyer 2.44 Low 5
7. Billboard 2.86 High 2
Average 2.63 High
As demonstrated in Table 1, the respondents' Level of Exposure of

Advertisement had an average weighted mean of 2.63, was interpreted as high. This

shows that Television, Billboard, Brochure, and Magazine have a huge impact and

influence when it comes to their exposure to advertisement.

Indicator 1 “Television” was ranked first with a mean of 3.34 and was

verbally interpreted as high. Indicator 7 “Billboard” was ranked second with the
 28

mean of 2.86 and was verbally interpreted as high. Indicator 5 “Brochure” was

ranked third with a mean of 2.74 and was verbally interpreted as high. Indicator 4

“Magazine” was ranked fourth with a mean of 2.52 and was verbally interpreted as

high. Indicator 6 “Flyer” was ranked fifth with a mean of 2.44 and was verbally

interpreted as low. Indicator 3 “Newspaper” and Indicator 2 “Radio” were ranked

sixth and seventh with a mean of 2.24 and was verbally interpreted as low.

The findings was supported the study made by MBA Skool Team (2020)

about the exposure of advertisement. Advertisement is the way to reach more

people or consumers that can affect the sales of a product or service, that is why

traditional advertising is important to reach a larger audience and larger

engagement.
 29

2. Perceived Influence of Advertisement on Brand Preference of the

Consumers
Table 2
The Perceived Influence of Advertisement on Brand Preference of the Selected
Consumers in the City of Biñan, Laguna

Indicators Weighted Verbal Rank

Mean Interpretation
1. I use brands from television ads that I 3.10 Positive 1.5
watch.
2. I frequently listen to radio during my 2.20 Negative 7
spare time that advertise brands.
3. I believe that reading newspapers early 2.60 Positive 4.5
in the morning can motivate me to buy a
particular brand.
4. I usually read magazines during my free- 2.60 Positive 4.5
time that can motivate me to shift from one
brand to another brand.
5. I usually read brochures to help me 2.86 Positive 3
decide on what specific brand to choose.
6. I usually look for flyers to help me 2.54 Positive 6
choose what specific brand to choose.
7. I find brand advertisements on billboard 3.10 Positive 1.5
eye-catching.
Average 2.71 Positive
As demonstrated in Table 2, the Perceived Influence of Advertisement on

Buying Preference of the Consumers had an average weighted mean of 2.71, which

was interpreted as positive. This means that the respondents are usually affected by

brands from television ads they watch and brand advertisement on billboards.

With a mean of 3.10, Indicator 1 "I use brands from television ads that I

watch" and Indicator 2 "I find brand advertisements on billboards eye-catching."

was ranked first and second, respectively, and was verbally interpreted as positive.
 30

With a mean of 2.86, Indicator 5 “I usually read brochures to help me decide on

what specific brand to choose” was ranked third and was verbally interpreted as

positive. With a mean of 2.60, both ranked fourth and fifth, respectively, the

indicator 3 “I believe that reading newspapers early in the morning can motivate

me on buying a particular brand” and Indicator 4 “I usually read magazines during

my free-time that can motivate me to shift from one brand to another brand” was

both verbally interpreted as positive. With a mean of 2.54, Indicator 6 “I usually

look for flyers to help me choose on what specific brand to choose” was ranked

sixth and was verbally interpreted as positive. With a mean of 2.20, Indicator 2 “I

frequently listen to radio during my spare time that advertises brands” was ranked

seventh and was verbally interpreted as negative.

The findings support the study from Dhaliwal (2016), which states that

advertisements have a significant function in enlightening people about a variety of

topics that might influence consumer purchasing behavior and brand preference.

Many efforts have been taken to assure quality advertising and the creation of

strong consumer perceptions that may positively influence consumer preferences,

because many target consumers can learn about items or services through

advertisements and other means.

 31

3. Perceived Influence of Advertisement on Buying Decisions of the

Consumers

Table 3
The Perceived Influence of Advertisement on Buying Decision of the Selected
Consumers in the City of Biñan, Laguna

Indicators Weighted Verbal Rank

Mean Interpretation
1. My preference when buying a 3.24 Positive 1
product changes after watching an ad
on the television.
2. I usually listen to the radio during 2.26 Negative 7
my free-time to help me pick the best
product to purchase.
3. I frequently read newspapers early 2.28 Negative 6
in the morning to satisfy and
influence my buying decisions.
4. I usually check the magazines at 2.56 Positive 4
home during my spare time and it can
influence my buying habit.
5. I tend to browse brochures at the 2.86 Positive 3
grocery store.
6. I buy products after checking out 2.40 Negative 5
the flyers given by a stranger on the
streets.
7. I find billboard ads effective in 3.00 Positive 2
promoting a product.
Average 2.66 Positive
As shown in table 3, the perceived influence of advertisement on buying

decisions of the consumers has an average weighted mean of 2.66 and was verbally

interpreted as positive. That corresponds to the thought that respondents are

influenced to buy a product after watching an ad on the television and finding

billboard ads effective when it comes to promoting a product.

 32

Indicator 1, “my preference when buying a product changes after watching

an ad on the television” was ranked first with a mean of 3.24 and was verbally

interpreted as positive. Indicator 7, “I find billboard ads effective in promoting a

product” was ranked second with a mean of 3.00 and was verbally interpreted as

positive. Indicator 5, “I tend to browse brochures at the grocery store” was ranked

third with a mean of 2.86 and was verbally interpreted as positive. Indicator 4, “I

usually check the magazines at home during my spare time and it can influence my

buying habit” was ranked fourth and has a mean of 2.56 and was verbally

interpreted as positive. Indicator 6, “I buy products after checking out the flyers

given by a stranger at the streets” was ranked fifth with a mean of 2.40 and was

verbally interpreted as negative. Indicator 3, “I frequently read newspapers early in

the morning to satisfy and influence my buying decisions” was ranked sixth with a

mean of 2.28 and was verbally interpreted as negative. Lastly, indicator 2, “I

usually listen to radio during my free-time that helps me to pick the best product to

purchase” ranked seventh with a mean of 2.26 and was verbally interpreted as

negative.

Hordos (2018), advertisement is everywhere which affects the buying

decision of the consumer, they want to catch people’s attention in various ways to

provide the information of the products or services they released in the market is an

approach that advertisement can provide for their target audience, those approaches
 33

varies from different type such as stated from the indicators that can perceived the

influence of advertisement to the selected respondent’s buying decision.

4. Relationship between the Level of Exposure and Perceived Influence of

Advertisement on Brand Preference of the Consumers

Table 4
Relationship between the Level of Exposure and Perceived Influence of
Advertisement on Brand Preference of the Selected Consumers in the City of
Biñan, Laguna

Pearson r p-value Interpretation

Level of Exposure and
Perceived Influence of 0.894** 0.000 Significant
Advertisement on Buying High correlation
Preference of the
Consumers

**Significant @ 0.01
As shown in the table, there was a significant relationship between the

level of exposure and perceived influence of advertisement on brand preference of

the consumers. The probability value of 0.000 was less than the 0.01 significance

level. This means that the higher the level of exposure, the more positive the

perceived influence of advertisement on brand preference of the consumers. This

shows that there was a significant and high level of exposure and influenced of

advertisement to the consumer’s brand preference.

This findings and result is being supported by Osman (2018), wherein

advertising's purpose is to influence consumer decision-making and purchase

 34

decisions about which brand is the best to purchase, and that can affect the

consumers brand preference through their exposure with traditional advertisements.

5. Relationship between the Level of Exposure and Perceived Influence of

Advertisement on Buying Decisions of the Consumers

Table 5
Relationship between the Level of Exposure and Perceived Influence of
Advertisement on Buying Decision of the Selected Consumers in the City of
Biñan, Laguna

Pearson r p-value Interpretation

Level of Exposure and
Perceived Influence of 0.849** 0.000 Significant
Advertisement on Buying High
Decision of the correlation
Consumers

**Significant @ 0.01
As shown in table 5, there was a significant relationship between the level

of exposure and perceived influence of advertisement on buying decisions of the

consumers. The probability value of 0.000 was less than the 0.01 significance level.

This means that the higher the level of exposure the more positive the perceived

influence of advertisement on buying decision of the consumers. This illustrates

that there was a significant and high relationship between the level of exposure and

influenced of advertisement to the consumer’s buying decision.

The findings for this study supported by Bhasin (2018), when it comes to

goods or services that a consumer intends to buy, the advertisements that they rely

on allows them to make a purchasing decision wherein they make choices based on
 35

a variety of factors. Consumer purchasing behavior is affected when advertising

changes, with consumers preferring to purchase products from companies they are

familiar with which is being provided from their exposure to these sets of

traditional advertisements in such a way their buying decisions are also affected,

and will tend to change overtime.

6. Relationship between Perceived Influence of Advertisement on Brand

Preference and Perceived Influence of Advertisement on Buying Decisions of

the Consumers

Table 6
Relationship between the Perceived Influence of Advertisement on Brand
Preference and Buying Decision of the Selected Consumers in the City of
Biñan, Laguna

Pearson r p-value Interpretation

Perceived Influence of
Advertisement on 0.847** 0.000 Significant
Buying Preference and High
Buying Decision of the correlation
Consumers
**Significant @ 0.01
As shown in table 6, there is a significant relationship between the

Perceived Influence of Advertisement on Buying Preference and Buying Decision

of the Consumers. The probability value of 0.000 was the same 0.0 significance

level. This means that the higher the level of exposure the more positive the

perceived influenced of advertisement on brand preference and buying decisions of

the consumers.
 36

In connection with this study, it was supported by (Karan, 2020), ads

provide all the information you need about a product, whether it is new or on sale.

Other ads provide information about the product, such as how it is manufactured,

how it varies from similar products, and how much it costs. The goal of advertising

is to reach out to a large number of people in a short period of time with a product

or idea that would appeal to others. These factors may influence a consumer's

decision on what to think about and reconsider before buying a product.

The last finding of this study was supported by (Lubis, 2018),

communication and trade can arise quickly and without substantial cause, distance

becomes meaningless. Whereas, there is an existing relationship with a consumer’s

exposure to this set of advertisements that will influence their brand preference and

buying decisions in the present time as well as the future.

 Chapter 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presented the summary of the findings from the data gathered,

conclusions, and corresponding recommendations based on this study’s set of

problems and objectives made by the researchers. This study was created from the

gathered data of the researchers from the respondents through survey

questionnaires. The analysis of the data was made with the use of weighted mean,

and Pearson R correlation.

The researchers used descriptive-correlational design for this study. This is

rationale for the study’s methodology wherein the current research focused on the

analysis between the variables relationship: The researchers used the descriptive-

correlational approach since the study focuses on the relationship of level of

exposure, brand preference, and buying decision of the selected consumers in the

City of Biñan.

According to McCombes (2019), descriptive-correlational method of

research is a method of collecting, evaluating, classifying, and tabulating data on

the current situations, practices, attitudes, procedures, trends, and cause-effect

relations that can create a sufficient and reliable interpretation of the gathered data

with or without the use of statistical methods.

 38

This study determined the Consumer’s Level of Exposure to Advertisement,

Brand Preference, and Buying Decision of selected consumers in the City of Biñan,

Laguna. This sought answers to the following questions:

1. What is the level of exposure of the consumers to advertisement?

2. What is the perceived influence of Advertisement on brand preference of the

consumers?

3. What is the perceived influence of Advertisement on buying decisions of the

consumers?

4. Is there any significant relationship between the level of exposure and perceived

influence of advertisement on brand preference of the consumers?

5. Is there any significant relationship between the level of exposure and perceived

influence of advertisement on buying decisions of the consumers?

6. Is there any significant relationship between perceived influence of

advertisement on brand preference and perceived influence of advertisement on

buying decisions of the consumers?

Summary of findings

Based on the gathered data, formulated, tabulated, and statistically

analyzed, the following findings were made:

1. The Level of Exposure of the Selected Consumers in the City of Biñan,

Laguna to Advertisement
 39

The findings revealed that the level of exposure of the selected

consumers in the City of Biñan, Laguna to advertisement obtained an

average weighted mean of 2.63 which was interpreted as “high”.

2. The Perceived Influence of Advertisement on Brand Preference of the

Selected Consumers in the City of Biñan, Laguna

The findings revealed that the perceived influence of advertisement

on brand preference of the selected consumers in the City of Biñan, Laguna

obtained an average weighted mean of 2.71 which was interpreted as

“positive”.

3. The Perceived Influence of Advertisement on Buying Decisions of the

Selected Consumers in the City of Biñan, Laguna

The findings revealed that the perceived influence of advertisement

on buying decisions of the selected consumers in the City of Biñan, Laguna

obtained an average weighted mean of 2.66 which was interpreted as

“positive”.

4. Relationship between the Level of Exposure and Perceived Influence of

Advertisement on Brand Preference of the Selected Consumers in the

City of Biñan, Laguna

There was a significant relationship between the level of exposure

and perceived influence of advertisement on brand preference of the

 40

consumers. The probability value of 0.000 was less than the 0.01

significance level.

5. Relationship between the Level of Exposure and Perceived Influence of

Advertisement on Buying Decisions of the Selected Consumers in the

City of Biñan, Laguna

There was a significant relationship between the level of exposure

and perceived influence of advertisement on buying decisions of the

consumers. The probability value of 0.000 was less than the 0.01

significance level.

6. Relationship between the Perceived Influence of Advertisement on

Brand Preference and Buying Decision of the Selected Consumers in

the City of Biñan, Laguna

There is a significant relationship between the Perceived Influence

of Advertisement on Buying Preference and Buying Decision of the

Consumers. The probability value of 0.000 was the same 0.0 significance

level.

Conclusions

The following conclusions were accumulated based on the findings of the study:

1. The selected consumers in the City of Biñan have high assessment in their

level of exposure to advertisement thus; the selected consumers were

exposed to a variety of advertisements when watching television.

 41

2. The selected consumers in the City of Biñan have positive assessment in the

perceived influence of advertisement on their brand preference thus; the

consumers prefer brands that are featured on television and billboard as they

are more eye-catching.

3. The selected consumers in the City of Biñan have positive assessment in the

perceived influence of advertisement on their buying decisions thus; the

consumers’ buying decision were mostly influenced by the advertisements

they have seen on television.

4. The higher the level of exposure of the consumers to advertisement in the

selected barangays in the City of Binan, Laguna, the higher their level of

perceived influence of advertisement to their brand preference.

5. The higher the level of exposure of the consumers to advertisement in the

selected barangays in the City of Binan, Laguna, the higher their level of

perceived influence to their buying decision.

6. The higher the level of perceived influence of advertisement on brand

preference in the selected barangays in the City of Binan, Laguna, the

higher their level of perceived influence of advertisement on their buying

decision.

Recommendations

Based on the summary of findings and conclusions obtained, the following

recommendations are suggested:

 42

1. In this age of rapid technological advancement, businesses have grown

more convenient as a result of their usage of the internet. Traditional

newspapers and flyers are now available online, and radio stations can be

heard from a variety of websites. The selected consumers in the City of

Biñan, Laguna should consider listening to the radio, and reading

newspapers and flyers on various internet platforms.

2. The selected consumers in the City of Biñan, Laguna should consider

looking for advertisement flyers. It would save them much time in choosing

their preferred brands, because all the important details are already

indicated in the flyer. Also, bigger sales and discounts are most commonly

seen in flyers.

3. Some businesses are playing radio in their retail outlets. The selected

consumers in the City of Biñan, Laguna should pay attention to the radio

advertisements delivering promotional messages while they’re in the store,

because it encourages them to make quick decisions about which

promotional products to purchase.

4. The selected consumers in the City of Biñan, Laguna should watch radio

lives that are streamed on different social media platforms (e.g. Biñan 87.9),

because they can see the physical features of products that are being

advertised, compared to listening to the usual radio set. This already creates
 43

a connection between the consumers and products that might influence

them on choosing their preferred brands.

5. The selected consumers in the City of Biñan, Laguna especially the Gen Z,

should expose themselves to print advertisements such as newspapers,

magazines, and flyers, because it gives them a proof of legitimacy unlike

the other advertisements found on the internet which might be a cause of

phishing or hacking.

6. People are now mostly relying on the internet, but not all have access to it.

The selected consumers in the City of Biñan, Laguna who doesn’t always

have internet access can still reach advertisements through paying attention

to the flyers given by the unknown people, or by scanning the newspapers,

magazines, or other print advertisements displayed in the racks in public

places.
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 APPENDIX A

(COMMUNICATION LETTER)
 LEVEL OF EXPOSURE, BRAND PREFERENCE AND BUYING
DECISION
OF SELECTED CONSUMERS IN THE
CITY OF BIÑAN, LAGUNA

Date: ____________________

Dear Respondent,
In partial fulfillment of our bachelor’s degree in Business Administration
Major in Marketing Management, we, 3rd year students from the University of
Perpetual Help System – Biñan, Laguna are presenting a research study with a title
of “Level of Exposure, Brand Preference and Buying Decision of the Selected
Consumers in the City of Biñan, Laguna”. With this in hand, we humbly request
you to be one of our respondents for the completion of our study by providing your
honest answer to the following attached survey questionnaire. We ensure that the
following data you provide us will be handled with utmost confidentiality and will
surely be used entirely for the purpose of this study.
Your cooperation will be greatly appreciated. Thank you very much.
Respectfully yours,

Aguerra, Jamie Anne A. Capurihan, Jedrick E.

Celso, Jesiree G. Talape, Emrick G.

Researchers

Noted:
Dr. Ernesto A. Serrano Jr., PhD, CPA Mrs. Francisca A. Argana
Dean, CBA Thesis Adviser / Research Coordinator
 APPENDIX B

(SAMPLE QUESTIONNAIRE)
Name (Optional): __________________
Barangay: ________________________

PART I: Consumer’s Level of Exposure to Advertisement

Directions: Please check (✔) the answer you think would be appropriate from
your point of view. You may indicate your answer about the following statements
using the scale provided below:
Options: 4 = Always, 3 = Often, 2 = Sometimes, 1 = Rare

No. Level of Exposure 1 2 3 4

1 Television (TV)
2 Radio
3 Newspaper
4 Magazine
5 Brochure
6 Flyer
7 Billboard
PART II: Perceived Influence of Advertisement to Consumer’s Brand Preference

Directions: The following statements below represent the following assumptions

about the level of exposure to the perceived influenced on brand preference of
selected consumers in the City of Biñan, Laguna. Please check (✔) the answer you
think would be appropriate from your point of view.

Options: 4 = Always, 3 = Often, 2 = Sometimes, 1 = Rare

No. Brand Preference 1 2 3 4

1 I use brands from television ads that I watch.
2 I frequently listen to radio during my spare times that
advertise brands.
3 I believe that reading newspapers early in the morning
can motivate me to buy a particular brand.
4 I usually read magazines during my free-time that can
motivate me to shift from one brand to another brand.
5 I usually read brochures to help me decide on what
specific brand to choose.
6 I usually look for flyers to help me choose what specific
brand to choose.
7 I find brand advertisements on billboard eye-catching.
Part III: Perceived Influence of Advertisement to the Consumer’s Buying
Decision
Directions: The following statements below represent the following assumptions
about the level of exposure to the perceived influenced on buying decision of
selected consumers in the City of Biñan, Laguna. Please check (✔) the answer you
think would be appropriate from your point of view.
Options: 4 = Always, 3 = Often, 2 = Sometimes, 1 = Rare

N Buying Decision 1 2 3 4
o.
1 My preference when buying a product changes after
watching an ad on the television.
2 I usually listen to the radio during my free-time to help
me pick the best product to purchase.
3 I frequently read newspapers early in the morning to
satisfy and influence my buying decisions.
4 I usually check the magazines at home during my spare
time and it can influence my buying habit.
5 I tend to browse brochures at the grocery store.
6 6. I buy products after checking out the flyers given by
a stranger on the streets.
7 7. I find billboard ads effective in promoting a product.
 APPENDIX C

(SPSS SOFTWARE & TURNITIN CERTIFICATION)

 APPENDIX D

(EDITOR AND STATISTICIAN'S CERTIFICATION)