Group 5 Thesis Paper

Our Lady of Peace School
Antipolo City
Administered by the Sisters of St. Paul of Chartres
PAASCU Accredited
Brand Loyalty
of Millennial Consumers
in Our Lady of Peace School
during the COVID-19 pandemic
________________________
A Thesis Presented to
The Faculty of the Senior High School Department
Antipolo City
_________________________
In Partial Fulfilment of the Requirements for

Inquiries, Investigations and Immersions
________________________
By
CORONEL, AARELLE RITZIE M.

FIGURACION, SAMANTHA S.
FRANCISCO, TIMOTHY BHERN J.
MACASIAS, RAFAEL Q.
Grade 12 ABM-A
Antipolo City
PAASCU Accredited
INTRODUCTION
This part of the research shows the explanation about the researcher’s study. It
includes the background of the study, statement of the problem, significance of
the study, scope and limitations, definition of terms and review of related
literature.
This section introduces the problem and the background of the research. It is the
introductory statement of the study which encompasses an in-depth discussion
about nature of the problem as well as additional background information about
the said problem.
The Problem and Its Background
In every business there is a brand associated with it, whether it may be
the name of the company or the specific name of the product or service they
offer, there is always branding involved. Brands help consumers differentiate one
business from another, as well as influence the consumers’ experiences and
perceptions towards your brand. Based on previous articles and reports, because
Millennials are characterized as the most brand loyal generation it has affected
how they perceive, interact, decide and purchase the different products they
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consume. Being a brand loyal consumer ultimately leads to the repetitive
purchase of the products and services that a certain brand offers, no matter how
high the price is nor how convenient it is. Thus, influencing the continuous
consumption of millennial consumers towards to only a particular brand.
However, since the pandemic started, it has become a major contributing factor
to how consumers and businesses adjust to the new normal. The pandemic has
significantly affected the business landscape especially with how consumers
consume their goods, so the researchers would like to take this opportunity to
study how it has specifically affected the brand loyalty of millennials as well as
the changes it made in how they buy and consume goods. It is also appropriate
to tackle the effects of the COVID-19 pandemic to the brand loyalty of millennial
of millennials as it is highly relevant to our situation today. As future business
owners, this study could immensely help add additional information about how
and why consumers change when it comes to their brand loyalty.
Furthermore, aside from the effects of the pandemic to the consumers. It has
also affected the different businesses as well. Since the COVID-19 pandemic
struck the world of business and markets, majority of the businesses temporarily
shut down. As reported by Charm (2020), a survey conducted by the World Bank
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in collaboration with the Finance Department and the National Economic and
Development Authority (NEDA) shows that out of the 10 companies that they
have surveyed, 4 of those companies said that they temporarily suspended
operations in July, either voluntarily or by government mandate, while 15% said
that they had permanently shut down. Whereas 45% were able to reopen, only
5% were operating at full capacity. Going into the “new normal” phase during this
pandemic, consumers find new ways on how they get to deal with their day-to-
day expenses. This in turn could raise the concern whether millennials would still
go to their trusted brands to sustain their needs and wants or will there be a
change in their brand loyalty behavior.
Our Lady of Peace School (OLPS) is a cathedral school located in Antipolo City
and it is administered by the Sisters of St. Paul of Chartres. It is a school located
beside the Immaculate Conception Parish and is at the center of the city proper.
Therefore, it is surrounded by different kinds of business establishments that
offers a wide variety of goods that consumers could consume for their wants and
needs. OLPS also has a community of faculty members and staff that belongs in
the generation of Millennials. Since, schools were mandated to cope up with the
“new normal” routine, the set-up became students studying at home while the
faculty members and staff are the ones at the school. This means that the
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primary source of income of the school in terms of their food services are their
faculty members and their staff. Understanding their buying experiences as well
as how their brand loyalty changed during the pandemic are the conditions that
the researchers want to know about in this study.
This section establishes the specific problems and the issues the research paper
seeks to address. It also presents the objectives and the different research
questions that the study targets to answer.
Statement of the Problem
Brand loyalty exists in today’s consumer landscape. This is where consumers
tend to have a brand that they favor or heavily support because of the quality and
the benefit that the brand brings them. Among all the generations, Millennials are
known to be the most brand loyal consumers. However, since the COVID-19
pandemic began. It has severely affected the business landscape of the world,
both various business owners and consumers. The objective of this study is to
find out the possible effects of the pandemic to the brand loyalty of millennial
consumers of Our Lady of Peace School.

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Specifically, it will seek answers to the following questions:
1. Are there any effects of the COVID-19 pandemic to the brand loyalty of
millennial consumers in terms of their;
a. Buying patterns
b. Their perception of the brands
c. Their preferences
d. Their reasoning when selecting brands or products
2. Did the amount of their spending towards their preferred brand changed
due to the COVID-19 pandemic?
3. Based on the findings of the study, what plan of action in the brand loyalty
of millennials may be proposed?
Hypotheses
The following hypotheses was tested:
Null Hypothesis (H0):
- The COVID-19 pandemic has no significant effects on the brand loyalty of
millennial consumers in Our Lady of Peace School.
Alternative Hypothesis (H1):

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- The COVID-19 pandemic has significant effects on the brand loyalty of
millennial consumers in Our Lady of Peace School.
This section discusses the reasons as to why the research is being conducted. It
justifies the importance of the paper. It mainly talks about the how it’s
beneficiaries will benefit from the study.
Significance of the Study
The purpose of this study is to determine the effects of the pandemic to
the brand loyalty of millennial consumers in terms of their perceptions,
interactions, decisions, and acquisitions of the brands that they consume. It is
design to help the different business owners understand the different changes
happening within the brand loyalty of their consumers. The results of the study
will be of great benefit to the following:
OLPS School Administration. Schools are businesses, they mainly earn
their profits through different fees like tuition fees, miscellaneous fees and
other fees that the student needs to pay for the education that they will
get. However, they also earn from other operations such as the canteen,
where students and staff can buy food from. This study will greatly benefit
the school in terms of providing the school knowledge about the

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behavioral patterns of their staff especially during the pandemic. This in
turn can boost their sales or improve the services that they offer during
this pandemic.
Business Owners. Brand loyalty is an important aspect that each
business must consider. If one’s business is successful in creating a
stable relationship with their consumers through their brand, repeated
engagement is expected to soon take place. This research will be
beneficial to business owners, who own both small businesses and big
businesses as it can help them formulate different marketing strategies
and approaches on how they can improve their brand as a whole during
this pandemic. If successful, this could help them retain or increase their
millennial consumers even if the pandemic is still going on.
Millennial Consumers. Brand loyalty is an important aspect that
millennial consumers must be knowledgeable about. This research is
beneficial for them as it will serve as information about their brand loyalty
patterns that they may or may not be aware of every time they encounter
or purchase a product. This in turn could help them improve how they
approach and consume brands both well-known and not.
Students. This research can serve as a reference data for the students
who might do studies about brand loyalty and its effects on the consumer
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behavior. This is very beneficial for them since they could grasp a better
understanding about the concepts and strategies that different businesses
may use in today’s business world as well as its effects on the consumer
behavior of its customers.
Future Researchers. This is beneficial to the future researchers as this
will serve as a reference or basis for future researches. They could also
apply various approaches and methodologies for a deeper understanding
and interpretation of the research.
This is the section of the research paper that specifies the parameters under
which the study will be conducted. It sets the boundaries for the research in
terms of the topic, the variables, locale, settings, and participants. It also provides
a justification of the boundaries set.
Scope and Limitations of the Study
This research intends to know the effects of the COVID-19 pandemic to
the brand loyalty of millennial consumers. Distributing survey questionnaires to
the millennial consumers is the process used to collect data for this research.
The information collected based on the participants’ responses would help

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different business owners understand how the brand loyalty of millennials
changed as the pandemic continues. This study will be limited to 84 respondents
as per the results of the Slovin’s formula. These individuals must belong in the
millennials category and are part of the Our Lady of Peace School community.
In an article by Dimock (2019), anyone born between 1981 and 1996
(Ages 25 – 40 in 2021) is considered a millennial. However, according to Kasasa
(2021), there are individuals who call themselves “Zillennials”. They are the ones
wedged at the tail end of Millennials and at the start of Gen Z, this group of
people are roughly born between 1994 and the year 2000 (21–27 years old in
2021). Likewise, the same situation can also be seen between the generation of
Millennials and the Generation X. They are coined as “Xennials”, they are born
sometime between 1977 and 1985 (36-44 years old in 2021). Just like Zillennials,
they also have the characteristics of the Millennials’ population (Erts, 2020).
Hence, with that information into account, the researchers decided to widen the
age range of the millennials used in this study. Correspondingly, the respondent’s
age ranges from 22-41 years old.
Millennials have the largest demographics and not only that, they also
have the largest workforce and consumer group. In fact, a survey from the
Philippines Statistics Authority indicated that almost 50% of the Philippine

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workforce in 2015 is composed of millennials (Cullimore, 2020). Because of this,
businesses always want to build a brand loyal relationship with them, especially
when they are considered the most brand loyal amongst other generations as
well as having the most buying power. But because of the pandemic, a lot of
businesses were affected, both business owners and consumers. Conducting
this research in Our Lady of Peace school would be much easier and practical for
the researchers since the majority of the workforce of the OLPS are millennials.
The results of this study might only be true to the time and place, when and
where, the study was conducted. It may not be true to other research locale and
other respondents.
This section of the research clarifies different terminologies often used in the
paper. Here are the terms conceptually or operationally explained for the better
understanding of the readers.
Definition of Terms
Brand. Brand is the name of a company or a certain product or service that they
offer. This sometimes becomes the basis of the consumers in buying what they
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want or need in products.
Buying Pattern. Buying pattern refers to the typical way in which consumers buy
goods or avail services. It encompasses the frequency, quantity, duration, timing,
etc, of the consumers. This means that buying patterns indicate how consumers
purchase goods or services however, they are highly susceptible to change
(Juneja, n.d).
Consumers. Consumers are the ones that utilizes the products or services they
buy or avail. Thus, consumers are often also considered as customers. (Leonard,
2019)
COVID-19 Pandemic. Coronavirus disease 2019 (COVID-19) is caused by a new
coronavirus first identified in Wuhan, China. The World Health Organization
(WHO) declared COVID-19 to be a pandemic when it became clear that the virus
was severe and it was spreading quickly over a wide area. (Robinson, 2020)
Millennials. Millennials are individuals who are born in the Millennial Generation,
also known as Generation Y. This is the generation between Generation X and
Generation Z. Their age ranges between 22-41 years old and they are known to
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have the largest demographic when it comes to the workforce.
Pandemic. A pandemic is a disease outbreak that spreads across countries or
continents. It affects more people and takes more lives than an epidemic.
Preferences. Preferences refer to certain characteristics any consumer wants to
have in a good or service to make it preferable to them. This could be the level of
happiness, degree of satisfaction, utility from the product, etc. Preferences are
one of the main factors that influence consumer demand. Economists study
preferences to perceive the demand for each commodity and the future
implications it may cause. (What Is Preferences? Definition of Preferences,
Preferences Meaning, n.d.)
Perception. Perception is the sensory experience of the world. It involves both
recognizing environmental stimuli and actions in response to these stimuli.
Through the perceptual process, we gain information about the properties and
elements in our environment. Ultimately, it is the cognitive processes required to
process information such as recognizing something or detecting a familiar scent.
(Kendra, 2020).
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Reasoning. It is the use of reason in a given situation or decision. It offers an
explanation or justification in a statement or reasoning of a person. Reasoning
offers a sufficient ground of explanation or of logical defense. (Merriam-Webster,
n.d.)
Spending. The total money spent on final goods and services by individuals and
households for personal use, consumption, and enjoyment in an economy.
Spending typically refers to spending on products or services for consumption in
the present moment. (Investopedia, 2020)
This section is an overview of some of the previously researched knowledge and
researches about brand loyalty and consumer behavior. These literatures present
the different contributing factors to brand loyalty as well as provide an in-depth
knowledge about consumer behavior, its components and its relation to
millennials.
Review of Related Literature
The factors that influence brand loyalty
According to Su & Chang (2018, p. 15), there are different dimensions of
brand equity that play a contributing factor to consumer brand loyalty and namely
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they are the following: Brand awareness, perceived value, brand uniqueness,
and organizational associations. They conducted this study among 419
respondents which was college students in the United States who fall under the
ages between 18 to 25. Brand experience is also an important initial antecedent
which plays a vital role in engaging consumer’s emotion to the brand. In addition
to that, the perception of consumers towards brand quality as well as its
reputation significantly affects their trust towards the brand (Kim & Chao, 2019, p.
13). Another study conducted by Van der Westhuizen (2018, p. 173) supported
Kim and Chao’s study. The results of the study concluded that brand experience
has a positive correlation with brand loyalty.
According to Van de Westhuizen (2018), it is recommended that one
should make enhancing brand experience a priority to obtain brand loyalty. If this
is done successfully, then it is the most likely that consumers can develop a
positive connection between the them and the brand of your business. Various
experiences such as sensory experiences, emotional experiences, action
experiences, and other related experiences also has a positive impact on brand
loyalty. (Zhang, 2019) In a case study conducted by Khammuang et.al (2019),
the researchers studied the factors influencing brand loyalty of betagro products
in Sakon Nakhon province. They concluded that customer attitude (affective

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component and behavioral component) significantly increases customer
purchase decision and brand loyalty. However, it is also stated by the
researchers the study of cognitive component also impacted customer purchase
decision. However, it did not impact brand loyalty. Next, the findings revealed that
customer perception completely affected the customer purchase decision and
brand loyalty. Lastly, customer purchase decision significantly influenced
customer brand loyalty at 0.05 levels according to Khammuang, Sripongpun, and
Saksamrit (2019).
In another study conducted by Tolle and Angelia (2016), they hypothesize
that providing incentives to attract new customers and retain old ones and the
usability of mobile apps to enhance user satisfaction can positively impact brand
loyalty. They gathered data from millennial undergraduates and as a result it was
revealed that brand loyalty is higher when applications are being used once a
month compared to when it is used frequently. It was also indicated that
participants are likely to download an app with incentives. As predicted, the
researchers concluded that mobile apps can influence the satisfaction of
millennial customers which consequently leads to brand loyalty. This study
proved that apps and advertisements would attract customers and would cause a
development in brand loyalty.

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Millennials as the most Brand Loyal generation
Based from the written article of Smith (2015), he stated that millennials
are the most loyal generation to its favorite brands. With over half (50.5 percent)
of the respondents are extremely loyal to their favorite brands. Smith mentioned
in the written article that social proof is one thing where humans normally look
towards to those around them to make a decision. According to the article written
by Smith (2015), it illustrates that 43.5 percent of millennials said they use social
media to spread information about the product or service. That means that
people within any given network have more access to what their friends, families,
and acquaintances are buying.
In the written article by Smith (2015), Elite Daily illustrated that 1 percent
of millennials said they are influenced in any way of advertising. This means that
what the brand has to say about itself and the product has little to no importance
at all. However, what does work is delivering authentic and quality experience
every time the customer has an interaction with a brand (Smith, 2015). Here
goes to illustrate that there is a lack of research on how does brand loyalty
affects millennial consumers positively or negatively. It was never stated in the
article if being loyal to a brand has any advantages or disadvantages as a

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consumer.
According to the research and discovery of Hassanzadeh and Namdar
(2018), they analyzed the brand loyalty of millennials in the fashion industry.
Their study illustrates that there is a connection between brand identity and
brand image. There is also a positive relationship between brand image and
brand loyalty. Furthermore, comparing the brand image of two companies (H&M
and Ralph Lauren) to the respondents’ brand loyalty towards the fast fashion and
luxury showed a tie-in of equivalent loyalty towards the two industries. However,
in the same study conducted by Hassanzadeh and Namdar (2018) illustrates that
the respondents were loyal towards the luxury fashion industry were revealed to
have a higher general brand loyalty. The findings of this research by
Hassanzadeh and Namdar provides evidence that millennials can be loyal, but
the respondents’ loyalty may differ depending on the industry.
Effects of the COVID-19 pandemic to the brand loyalty of consumers
During the start of the year 2020, a lot of businesses were overwhelmed
with the different distressing situations the COVID-19 pandemic brought upon the
business landscape. A lot of businesses were forced to adapt to the ‘new normal’
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setting. According the study conducted by Shaari (2020), his study examined the
relationship between brand preferences and perceived brand scarcity on the
Malaysian consumer’s brand loyalty during the COVID-19 pandemic. He
concluded that consumers still like, chose and use their preferred brands. They
perceived that their currently preferred brand still meets their expectation and
need even during the pandemic. This is supported by the survey results which
show that almost 75% of the respondents would prefer and stay loyal to their
current brand even in the middle of the COVID-19 pandemic. When it comes to
perceived brand scarcity, based on the survey that he distributed, Shaari found
out that almost half of the participants had a difficult time obtaining products from
their preferred brands but despite that, his study showed that consumers are still
loyal to their preferred brands and they weren’t ready to switch to other brands
even though other brands have similar characteristics.
Spending behavior during the pandemic
Brand loyalty as a consumer behavior

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Conceptual Framework
INPUT PROCESS OUTPUT

- The objective of - Formulation - To formulate a
this study is to and validation marketing strat-
find out the of survey ques- egy for busi-
possible effects tionnaires. nesses aimed
of the pan- - Dissemination towards the mil-
demic to the of survey ques- lennial con-
brand loyalty of tionnaires to sumers for the
the millennial the respon- retainment or
consumers of dents. acquirement of
Our Lady of - Gathering of brand loyalty of
Peace School. the previously
data
mentioned con-
- Interpretation
sumers.
and Analyza-
tion of Data
Figure 1. Conceptual Model

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The researchers created a 3-step conceptual model consisting of an input,
process, and an output. The study’s statement of the problem is incorporated in
the input component, this will be the basis of the questions for the survey and the
focus of the study. The process focuses on the process in acquiring the needed
information for the study. Under this is the steps involving the formulation,
finalization, and validation of survey questions as well as its distribution,
interpretation and analyzation through data analysis. Lastly, the output
component is about the proposal of a marketing strategy that businesses could
use or based upon to target the brand loyalty of millennial consumers during this
pandemic. The researchers distributed the survey based on the attributes of the
target population when it comes to their brand loyalty during the pandemic.
Theoretical Framework
Sheth and Park (1974), defines brand loyalty as a positively biased
emotive, evaluative and/or behavioral response tendency toward a branded,
labelled or graded alternative or choice by an individual in his capacity as the
user, the choice maker, and/or the purchasing agent. In their theory of brand
loyalty, they have identified three distinct dimensions, namely: the emotive
tendency, the evaluative tendency, and the behavioral tendency. Emotive
tendency refers to the affective like-dislike, fear, and respect to the brand which
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is systematically manifested more in favor of a brand than other brands in the
market place. Sheth and Park believes that emotive tendences are learned by
the consumer either from prior experiences with the brand or from non-
experiential or informational services. Evaluative tendency is about the
positively biased evaluation of the brand on a set of criteria which are relevant to
define the brand’s utility to the consumer. They can also be learned either from
prior experiences or from nonexperiential or informational sources. The last
dimension is the Behavioral tendency, it refers to the positively biased
responses toward the brand with respect to its procurement, purchase and
consumption activities. It represents the time and motion study of the consumers
as they behave towards the brand in a positively biased way. This tendency is
primarily learned from experiences of buying and consuming the brand or from
generalization of similar tendencies toward other brands.
According to Sheth and Park (1974), in their theory entitled “Theory of
multidimensional brand loyalty”, they theorized that all three dimensions are
present in every situation where brand loyalty prevails. It can be as simple as any
one of the above dimensions or as complex as all the three dimensions. They
hypothesized that a total of seven different types of brand loyalty can be based
upon the combinations:

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1. Behavioral brand loyalty. This type of brand loyalty only has the behav-
ioral tendency dimension. It has no evaluative or emotive components.
This means that a direct occurrence of repetitive purchase or consumption
behavior is happening. This is wherein the consumers establishes a sys-
tematic biased response due to past and frequent encounters.
2. Behavioral-evaluative brand loyalty. This type of brand loyalty is two-di-
mensional. It not only represents a systematic biased response toward a
brand but concomitantly the consumer also has a consistent cognitive
structure underlying his biased behavior. Consequences following a pur-
chase of a brand may strengthen or weaken future behavioral tendencies
and evaluations.
3. Behavioral-emotive brand loyalty. This represents the systematic and
biased response tendencies toward the brand. It is often manifested when
the brand has some distinct features such as color, size, design or has a
distinct image developed in the advertising.
4. Behavioral-evaluative-emotive brand loyalty. This is the most complex
type of brand loyalty consisting of all the three dimensions. This is perhaps
the most common type of brand loyalty often suggested in consumer psy-
chology and marketing. This may be reinforced through learning of repeti-

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tive buying or consuming experiences. It will likely may also arise from the
informational sources.
5. Evaluative brand loyalty. This type of brand loyalty is lacking in both
emotive and behavioral tendencies. It refers to the individual’s positively
biased evaluation of a brand strictly based on the perceived function of the
brand. Since, there is no behavioral tendency in this type of brand loyalty,
it is likely that either from generalization or informational is where this type
of brand loyalty was developed.
6. Evaluative-emotive brand loyalty. This type of brand loyalty is often
prevalent in consumer behavior for those products or services which are
typically beyond the reach of the consumer, although they may strongly
have a desire for them.
7. Emotive brand loyalty. In this type of brand loyalty, there seems to be
strong emotive tendencies towards a brand without any prior experience
or evaluation. This can be mostly about nonusers’ stereotypes about the
brands. This may happen because of generalization or from the informa-
tion that they have seen.
Sheth and Park’s theory is important for this study as it gives the
combinations about the different dimensions of brand loyalty. They suggest that
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brand loyalty is multi-dimensional and it does not only lead to one concrete
outcome. This is important as it helps the study analyze the change in the
consumers’ brand loyalty. Another theory by Lyong Ha (1998) entitled “The theory
of reasoned action applied to brand loyalty” suggests that the theory of reasoned
action can be also applied to brand loyalty. His theory is similar to Sheth and
Park’s theory as both their theories concludes that brand loyalty is not only
affected by a single factor but a multitude of factors or combinations. Specifically,
Lyong Ha’s theory have the following elements: Attitudes toward the behavior,
purchase behavior and subjective norms. Those three are related to situational
factors as seen from Figure 2.

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Figure 2. Pictorial presentation of Lyong Ha’s theory
Attitudes toward the behavior and subjective norms are about the cognitive
aspects of brand loyalty. They focus more on what the consumers are thinking,
reasoning, feeling and the like of the consumers toward the brand. Meanwhile
the purchase behavior is about the behavioral aspect of brand loyalty. This
focuses more on how frequent or how not frequent the consumers consume or
buy from that brand. It does ignore the cognitive processes of brand loyalty.
Situational factors are the extraneous events that may introduce inconsistency to
the brand loyalty behavior of consumers. To name a few examples, stockouts of
preferred brands, reduced prices of competing brands, effective promotions of
competitors and the like. In addition to that the COVID-19 pandemic can also be
considered as situational factor.
The application of the theory of reasoned in Lyong Ha’s paper provides a more
dependable and accurate estimate of the brand loyalty of consumers and how it
may change due to various situations and instances. This can help with the
researcher’s study in terms of analyzing how the pandemic changes the brand
loyalty behavior of consumers.

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METHODOLOGY
This presents the methods used in conducting the study. This part
discusses the following: the research design, it is the overall strategy used in
conducting the research. The locale of the study, it discusses about where the
study was taken place. The participants of the study, which shows who are the
participants of the study. The research instruments, the tools used to gather the
data needed for this research. The data gathering procedure, which explains how
the data was gathered and the data analysis, which shows the interpretation of
the gathered data.
Research Design
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This study used the descriptive research design, this is a type of
quantitative research design. In descriptive research design, it allows the
researchers to accurately and systematically describe the state of a population,
situation or phenomenon. It answers the what, where, when and how questions
of a research study (McCombes, 2019). According to the definition of Bhat
(2020), descriptive research attempts to collect quantifiable information for
statistical analysis of the population sample. It is a popular market research tool
that allows us to collect and describe the demographic segment’s nature. The
data collected from this type of research can also be the basis for further
research just like other researches. The researchers used survey questionnaires
as the method to gather the information about the current state of the brand
loyalty of millennials during the COViD-19 pandemic. The researchers chose this
research design as it is applicable to the study. This is because the study aims to
know what changed in the state of the brand loyalty of millennials in Our Lady of
Peace School during the pandemic, therefore, the appropriate instrument the
researchers chose to be used are surveys.
Locale of the Study
This research was conducted at Our Lady of Peace School of Antipolo
City. It is located at P. Oliveros St., San Jose, Antipolo. The researchers chose to
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conduct the study at this locale for the reason that the researchers want to know
the brand loyalty of millennial consumers of Our Lady of Peace School during the
COVID-19 pandemic.
Participants of the Study
The participants in this study are the millennial employees of Our lady of
Peace School in Antipolo City, whose age ranges from 22 to 41 years old. The
researchers chose these participants based on the data and information
gathered in the review of related literature section of the study. The researchers
used the Slovin’s formula to calculate for the appropriate sample size from the
total population of millennials. The results yielded from the formula are 84
respondents to represent the total population. The sampling technique that the
researchers used to select the respondents is the simple random sampling
technique. In this type of sampling technique, every member of the population
has the equal chance of being selected. The wheel of chance is the generator
that the researchers used.
Research Instrument
Given that the research conducted is a Quantitative research design, the

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instrument used in this study is a survey questionnaire. The survey questionnaire
is a 15-item survey that will be given to the chosen millennial employees of Our
Lady of Peace School through the online platform, google forms.
Data Gathering Procedure
The researchers prepared a letter of request to conduct the study. After
the approval of the letter, the researchers formulated the questions for the
survey. The survey questionnaire is divided into 5 sections namely; general
information, buying pattern, perception, preferences, and spending and
reasoning of the participants. After the formulation of the questions, the survey
was then sent to the different validators for validation. Once validated, the
researchers disseminated the survey questionnaires to the respondents by
means of google forms. After that, the data and information collected from the
instrument were then treated and analyzed by the researchers.
Data Analysis
Descriptive analysis is a type of data analysis, commonly used in
quantitative research, which describes what the data looks like and would
generate conclusion from the data collected. (“Analysis”, 2019). The data
Antipolo City
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gathered from the survey will be analyzed using the following statistical tools:
Frequency Count and Percentage Distribution will be utilized to describe the
profile of the participants in terms of their age and their work position. It will also
be used to tally the responses of the participants in the survey questionnaire.
Mode and Qualitative Description of the results. The mode will be used to tell the
value that is the repeated most often. While, the Qualitative description of the
results were used to present and explain the results of the survey.
Mean and Standard Deviation. The mean will be utilized to find the average
answers of the participants. This will be used to identify where in the range, the
average answers of the participants fall into. The standard deviation will be used
to identify the spread of the respondent’s answers.

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PAASCU Accredited
33
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Our Lady of Peace School

In Partial Fulfilment of the Requirements for

CORONEL, AARELLE RITZIE M.

includes the background of the study, statement of the problem, significance of

introductory statement of the study which encompasses an in-depth discussion

about nature of the problem as well as additional background information about

the said problem.

The Problem and Its Background

In every business there is a brand associated with it, whether it may be

business from another, as well as influence the consumers’ experiences and

consume. Being a brand loyal consumer ultimately leads to the repetitive

consumption of millennial consumers towards to only a particular brand.

significantly affected the business landscape especially with how consumers

of millennials as it is highly relevant to our situation today. As future business

and why consumers change when it comes to their brand loyalty.

have surveyed, 4 of those companies said that they temporarily suspended

operations in July, either voluntarily or by government mandate, while 15% said

change in their brand loyalty behavior.

and it is administered by the Sisters of St. Paul of Chartres. It is a school located

Therefore, it is surrounded by different kinds of business establishments that

the researchers want to know about in this study.

questions that the study targets to answer.

Statement of the Problem

Brand loyalty exists in today’s consumer landscape. This is where consumers

consumers of Our Lady of Peace School.

Specifically, it will seek answers to the following questions:

millennial consumers in terms of their;

b. Their perception of the brands

d. Their reasoning when selecting brands or products

due to the COVID-19 pandemic?

of millennials may be proposed?

The following hypotheses was tested:

Null Hypothesis (H0):

- The COVID-19 pandemic has no significant effects on the brand loyalty of

millennial consumers in Our Lady of Peace School.

Alternative Hypothesis (H1):

- The COVID-19 pandemic has significant effects on the brand loyalty of

millennial consumers in Our Lady of Peace School.

beneficiaries will benefit from the study.

Significance of the Study

The purpose of this study is to determine the effects of the pandemic to

the brand loyalty of millennial consumers in terms of their perceptions,

interactions, decisions, and acquisitions of the brands that they consume. It is

will be of great benefit to the following:

OLPS School Administration. Schools are businesses, they mainly earn

the school in terms of providing the school knowledge about the

behavioral patterns of their staff especially during the pandemic. This in

Business Owners. Brand loyalty is an important aspect that each

business must consider. If one’s business is successful in creating a

stable relationship with their consumers through their brand, repeated

engagement is expected to soon take place. This research will be

businesses as it can help them formulate different marketing strategies

millennial consumers even if the pandemic is still going on.

Millennial Consumers. Brand loyalty is an important aspect that

millennial consumers must be knowledgeable about. This research is

approach and consume brands both well-known and not.

understanding about the concepts and strategies that different businesses

behavior of its customers.

Future Researchers. This is beneficial to the future researchers as this

apply various approaches and methodologies for a deeper understanding

and interpretation of the research.

a justification of the boundaries set.