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Promotional Strategies and Its Influence on Brand Equity in Selected Fast-Food

Chains

A Research Proposal

Presented to the School of Business and Accountancy

Holy Cross College

In partial fulfillment

of the requirements for the degree

Bachelor of Science in Hospitality Management

February 2024

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Chapter Ⅰ

Introduction

Background of the Study

Fast food chain growth in the Philippines can be ascribed to the country's expanding

population and the changing features of Filipino consumers (Flores, 2014). Filipinos

are true foodies. Even if they travel the world, they are still on the lookout for a

delicious meal that will meet their nutritional requirements (lookupgrade.com). Despite

the fact that Filipinos have an authentic and profound love for their families (Jake,

2011) and feel that food may bring them together (lookupgrade.com). In the

Philippines, food is served at every event, and each member of the family begins

interacting with one another while holding food. When it comes to family bonding,

friend hangouts, business meetings, or anything else that brings Filipinos together, there

is food on the table and everyone becomes one when the meal is provided or served

(lookupgrade.com). As a result, the food service business in the Philippines is booming,

and everyone wants a piece of it (Masigan, 2019).

Brand equity has been a prominent marketing concept for decades (Oh et al., 2020),

as it is a source of competitive advantage, global recognition, and high net worth.

Interbrand (2021) indicates that the three highest-valued brands in 2020 were Apple

($322.999 billion), Amazon ($200.667 billion), and Microsoft ($166.001 billion)—three

organizations that have reaped the rewards of marketing strategies designed to enhance

and sustain brand equity. Existing research suggests that brand equity can be

strengthened by leveraging marketing strategies based on the promotion mix. Although

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numerous studies have investigated the effects of promotion mix on brand equity, a

number of issues persist and require additional investigation.

First, brand equity is a complex, multidimensional concept that is often examined

either selectively (i.e., some but not all dimensions) or as a simplified, unidimensional

concept. These alternative approaches create a piecemeal, if not distorted, understanding

of brand equity when taken together with other marketing concepts. Hence, this

research adopts and examines Aaker’s consumer-based brand equity model—brand

awareness, brand associations, perceived quality, and brand loyalty—in its entirety.

This choice is based on: (1) the fact that a consumer perspective is appropriate for

consumer marketing studies; and (2) the model is widely accepted in academia and

industry.

Second, there has been little effort to examine the promotion mix in its entirety given

the partial approach many scholars have adopted when analyzing its effects on

marketing concepts such as brand equity Chaudhuri et al., 2018). Hence, adopting

Kotler and Armstrong’s model—advertising, sales promotions, sponsorship, and public

relationships—this research examines the effects of the promotion mix in its entirety on

brand equity, extending previous research.

Third, the measurements for several elements of the promotion mix—sponsorship

and public relations—are yet to be established according to our extensive search across

academic databases (e.g., EBSCO, Ingenta, ScienceDirect), indices (e.g., Web of

Science, Scopus), and publishers (e.g., Emerald, Sage, Springer, Taylor & Francis).

Conversely, other promotion mixes elements—advertising and sales promotions—have

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established measurements. We argue that measures for all elements are necessary to

progress to a holistic examination of their effects on other marketing concepts, such as

brand equity.

Fourth, although previous research sheds light on the effects of promotion mix on

brand equity (Chaudhuri et al., 2018), and promotion campaigns in practice have

applied a combination of promotion mix elements, our understanding of the relationship

between these two concepts remains limited. Previous studies do not fully consider the

effects of each element of the promotion mix on each dimension of brand equity. We

argue that research on these effects is important to deepen the understanding of the two

concepts, and help marketers accurately identify the promotion elements they need to

leverage to boost their chance of achieving the desired return on any specific aspect of

brand equity they wish to enhance.

Finally, although many studies have investigated the relationship between promotion

mix and brand equity, few efforts to date have scrutinized this relationship from a

purchase involvement perspective. Most studies have concentrated on high purchase

involvement, given that high involvement products often assume a premium positioning

(e.g., expensive, high net worth), wherein greater effort is required to justify both

consumer and marketing investment. Nevertheless, we argue that research in low

purchase involvement settings is required, given the equally significant returns due to

economies of scale. Furthermore, consumer behavior in low purchase involvement

settings typically relies on very little information gathering and limited thought due to

low priced products carrying low costs of failure (Adhikari, 2019). Moreover,

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consumers in low involvement settings often react impulsively when making purchase

decisions. Thus, the deployment of the promotion mix and the way in which brand

equity is acquired are likely to differ between low and high involvement products.

Research in the context of low involvement products should therefore extend our

understanding of the promotion mix–brand equity relationship.

While the marketing mix and its ensuing variants, such as the 4Ps and 7Ps, served as

the cornerstone of marketing in the mid-twentieth century, marketing theories emerging

in the twenty-first century have concentrated on the unique peculiarities underpinning

each element of the marketing mix (Luck & Moffatt, 2019). This evolution was the

result of the growing challenges in designing and implementing marketing

communications.

Additionally, to maintain the health of the brand in consumer’s mind and to measure

marketing effort productivity, the effects of marketing investments (like sales

promotions) should be investigated (Aaker, 2020). However, studies indicated that the

individual influence of marketing activities like sales promotion on the

creation/building of brand equity is unclear (Chu & Keh, 2016), and researchers have

pinpointed the need to examine the effects on the creation and management of brand

equity. Therefore, the primary concern of this study is measuring the consumer-based

brand equity and investigating the effects of sales promotions on the formulation of

brand equity in the Ethiopian brewery industry.

The objective of this study is to determine the influence of promotional strategies

towards the brand equity in selected fast-food chains. Moreover, the researchers will

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explore and investigate the different promotional strategies that are utilized by the

selected fast-food chains and how it can influence brand equity in general.

Review of Related Literature

Promotional Strategies

A marketing strategy is a thorough plan for attaining a marketing goal or collection

of goals. Everything is digital now, and technology is part of our daily lives in ways that

can overwhelm us (Bersin, 2016).

Hassan, Nadzim & Shiratuddin (2016) identified that social media is a relatively

low-cost marketing tool businesses can use to expand reach to customer in less time

than other marketing tools.

Rauniar, et al, (2018) described that using social media offers opportunities for

businesses because of the significant user base and because social media supports

interaction with consumers, employee and other stakeholder versus traditional media

which is one-way communication. Social media marketing has widely accepted and

effective way to reach consumers at low cost. The conversations created through social

media are important to customers because it allows users to communicate with each

other in a more trusted medium of talking to people just like them. Many restaurants

today have jumped on to the social media and have start using it as a primary marketing

tool.

As per the study by Kim J and Min D. W (2016) popularity cue results in good

perceived quality along with lower perceived risk. This also helps in getting a brand

highlighted.

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According to Kotler et al, (2016) analyzed that brands represent consumers’

perception and feelings about a product and its performance everything that the product

or service means to consumers. Generally branding has a strong relation to big comfort.

High brand equity is valuable asset to a brand.

The use of celebrities in promotions is traced back to the nineteenth century and

these general promotional practices have revealed a large quantity of intellectual as well

as realistic considerations (Randhawa and Khan, 2017). Celebrity endorsement has

become a global multi–million–dollar industry. Such celebrities or public figures have

an immense impact on the fast–food chains' customer purchasing conduct because these

individuals are clout enough to use their appeal to influence the target market and the

target audience.

One of the new techniques of marketing in the 20th century has been the introduction

and diffusion of television. Television is the most preferred medium of communication

for fast–food retailers because of the effect on viewers. This medium of the

advertisement has allowed major food companies like KFC and MC Donald to plant

influential images and themes within children’s collective consciousness (UK Essays,

2018).

Every organization wants a greater share of the total customer market and for this

purpose, it becomes very important for organizations to know their consumer’s

reactions and responses towards their promotional campaigns to implement them

successfully (UK Essays, 2018). The promotional practices of the fast–food chains

where they come up with value/combo meal/price pack that goes along with attractive

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ideas by offering some extra amount of food with a minor difference of amount were

found by the customers as extremely attractive.

According to Suttle (2020), combining each food with a side dish and small drink to

create a basic combo meal attracts different consumers' tastes. Children are also an

important market targeted by fast–food chain stores because they offer special value

meals for them. The young generation who considers it faster is the potential high fat

fast–food consumers. The fast–food environment is not considered only for eating but

for enjoyment also today, keeping in mind the several activities practiced in fast–food

especially for children such as birthday, get together parties and other unforgettable

occasions.

By its technical definition, direct selling means selling with a personal connection, in

which, this is the practice of the entire market the reason why the strategy cannot

standout nor capable to catch the attention. The management must also find out how the

target market perceives their brand in the marketplace so they can assess the changing

market position of competitive brands (Mina, 2020).

Brand Equity

Prior studies (Tan et al., 2018) have found that product attributes both tangibles and

intangibles have an effect on brand equity and also contribute to the value of a brand.

Attributes also have a vital role in brand choice, and brand equity is one of the essential

parts of marketing.

Many organizations perform social responsibility in order to have an impact on

consumers and help in differentiating products (Annía, Villalobos, Romero, Ramírez &

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Ramos, 2018; Jermsittiparsert et al., 2019). It is found that such initiatives do not fit

with the perception of consumers and therefore have no position in changing their

perception, behavior, and beliefs (Hussain et al., 2019).

The value of a brand in the mind of the customer plays a vital role in making the

purchase decisions (Son& Kijboonchoo, 2016: Singh, 2018). Moreover, the decision

making and learning process of consumers builds up the brand equity of a specific

brand. Quality is what every customer always looks for in any product or service,

especially in which added services would be offered.

Service excellence, consumer satisfaction, and company productivity are related.

Previous studies reveal a high connection between relative service quality and buying

the power of consumers (Tan et al., 2018).

Services are recognizable and intangible goods that are designed to provide

satisfaction to customers. This includes travel, entertainment, finance, hospital, health

care communications, professional services fields, and utilities. Excellent service

quality is vital to business productivity and purchase intentions of consumers

(Jermsittiparsert et al., 2019).

Brand Loyalty is ascertained by the degree, which shows repeated consumer buying

patterns and how consistently consumers purchase the same brand. It is the worth of any

brand (Ruíz y Hugueth: 2019; Ramírez, Lay, Avendaño y Herrera: 2018). Brand loyalty

is the consumer’s willingness to buying the same product of a particular brand again

and again rather than choosing another brand. Hence, it is often termed as the success of

brand equity.

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The customer’s satisfaction with the product makes him buy that product more

oen, and he prefers it over other brands that offer the same products; this gives the

brand a competitive edge and makes the brand more desired and famous. Brand equity

and brand loyalty have an active link or association between them. Brand equity

provides the chance for brand selection by the consumers, which leads to customer's

commitment to the brand (Ahn et al., 2018).

Every organization’s reputation also contributes to developing its image. If the

organization is reliable, it is a positive sign of the corporate image. It also helps in

creating loyal customers as they assess its reliability through sincerity and expertise.

Many organizations advertise their products or brand through which they show the

reliability of their organization. There are two types of reliability, which are known as

organization reliability and authenticity of the message in the advertisement. Both affect

shaping the behaviors and decision making about the purchase (Pino et al., 2016).

Marketing academics have viewed brand equity from two distinct perspectives: the

firm’s (or organizational) perspective and the consumer’s perspective. The former

perspective of firm-based brand equity (FBBE) considers the financial values of a brand

whereas the latter perspective of consumer-based brand equity (CBBE) captures the

added value of a brand to the consumers, their positive attitudes and perceptions of a

firm. On the other hand, marketing promotional strategies can be used by marketers or

businesses for various reasons. Most organizations generally use marketing promotional

strategies for the main goal of creating brand awareness to influence consumers so that

they become customers of their brand (Yasa, Giantari, Setini, & Rahmayanti, 2020).

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According to (Gavilan, 2022), push notifications as a mobile marketing strategy have

a direct relationship (and effect) on the brand equity of fashion brands. Overall, the

influence of consumer attitudes is far stronger for bridge brands across the dimensions

of loyalty and awareness whereas the opposite is true for the dimension of brand

associations.

In this era, social media platform is integrated into the marketing strategy. This new

technology sets out new mechanisms and communication tools that companies can rely

on to interact and engage with actual and potential customers. These attributes of social

media marketing directly influence brand loyalty and indirectly influence brand equity

mediated by brand trust (Ebrahim, 2020).

A study by (Bala & Verma, 2018) revealed that consumers are looking and searching

more on internet to find the best deal form the sellers around India as compared to

traditional or conventional methods. The study further acknowledged that businesses

can really benefit from digital marketing such as search engine optimization (SEO),

search engine marketing (SEM), content marketing, influencer marketing, content

automation, e-commerce marketing, campaign marketing, and social media marketing,

social media optimization and e-mail direct marketing as forms marketing promotional

tools to enhance brand equity among consumers.

According to (Mudanganyi, Muposhi, & Shamhuyenhanzva, 2019), provision of

service to be of excellent quality as perceived by consumers was found to be the

strongest predictor of customer satisfaction. Through the study, management of mobile

cellular service providers in South Africa were urged to concentrate on customer

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satisfaction and its antecedents to improve customer loyalty and develop a cadre of

loyal customers.

(Rusdianto, 2016) agreed with (Maduka, Eze, & Asiagwu, 2020) by stating that

service has direct positive impact to three dimensions of brand equity, its brand

awareness, brand image and perceived quality or mean if company want to get high

value of brand awareness, brand image and perceived quality on the market, they can

focused on service with increasing quality of service their provide to customer.

Purchase Intention

The world of marketing is developing very dynamically in the current era, coupled

with the development of consumers from time to time, producers must be more

adaptable in research and development by improving the products and marketing

strategies used can be implemented accurately and in accordance with the current

market. By attracting the attention of consumers, more ideas can be developed for

strategies to attract consumers to buy a product (Aditya and Wardana, 2017).

Andrianto (2017) states that the better the brand over the product, the higher or

greater the customer will decide to buy the product. Consumers assume a product with a

brand image that will be better and safer than them (Iswara and Jatra, 2017). Purchasing

decisions are ways in which consumers make decisions between several brands, and

finally buy the way they like or the process discussed by consumers in determining the

goods or services that will buy based on various considerations.

Marketing Mix

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The first factor affecting purchase decision of customers is promotion. According to

(Zikmud, 2017) states that sale is communication function of company which has

responsible to inform, persuade and invite prospective customers. (Brata, Husani, & Ali,

2017) points high degree of correlation has positive relationship. This result of study

shows the better promotion, the more positive of purchase decision of customers.

Promotion is one of factors determining the success of sales strategy of a company. If a

company has a better product quality, unfortunately customers do not get information

about that. It will be difficult to make purchase decision of customers.

The second factors influencing purchase decision is price. Price as heuristic cues is

more easily observed than quality (Yoon, Oh, Song, Kim, & Kim, 2018). While,

according to (Wijaya, 2021) price is amount of money to be paid by customer to obtain

product benefits. Reasonable price results in greater value by customer and can increase

purchase decisions of consumers (Jiani, 2017). If price offered in accordance with

benefits perceived by consumers, they will make purchase decision easily.

Recent retail studies, lower sale price proves the improvement of consumer

purchases greatly. These findings provide theoretical basis for direct effect hypothesis

and mediation of perceived price on perceived value and purchasing decision. Mulya

Firdausy & Idawati, (2017) mention that prices have positive effect on purchasing

decisions made by consumers directly. It can be said that in purchasing decision, price

is a direct effect for consumers to decide making purchase or not. However, brand

image mediating price to purchase decision.

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Social Media Marketing in Brand Equity

The design during which brand content is planned, devoured, and disseminated has

changed in social media (SM), migrating the influence to form a brand image from

traditional marketing to digital contents and interactions of buyers (Geiser, 2017).

Loyal customers assume that the brand is always available and recommended others

to use it. Bilgin (2018) noted that attracting new consumers is much more expensive

than keeping existing customers. Further, competitors will face difficulties to attract

brand loyal users as they are less motivated to search for alternatives, as a result,

competitors will be less motivated to spend resources to attract loyal customers because

it will take a long time (Bilgin, 2018; Ngah et al., 2021).

Significance of the Study

The study’s significance plays a vital role in identifying how significant the study is

and how imperative it is to the significant individuals. The significance of the study is a

section in the introduction of the thesis or paper. Its purpose is to make clear why the

study was needed and the specific contribution of the research made to furthering

academic knowledge in the field.

Moreover, the study will play a vital role in providing ideas and information to the

customers especially customers of fast-food chains. Moreover, this study will enlighten

the customers regarding the influence --- both positive and negative, of promotional

strategies utilized by selected fast-food chains on brand equity.

Additionally, this study will be significant to the following individuals:

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To the Customers. This study will be beneficial to the customers for it will provide

information regarding the various promotional strategies utilized by the selected fast-

food chains in Sta. Ana, Pampanga and how it can influence the brand equity of

customers.

To the Fast-food Chain Owners. This study will be beneficial to the owners of fast-

food chains on how to promote equity in terms of brand especially if promotional

strategies were utilized properly.

To the Future Researchers. This study will be beneficial to the future researchers for

it will provide them enough knowledge in further understanding the objective of the

study. Also, this study will be of great help in the further enhancement of knowledge,

and for other related research studies in the future.

To the Business Owners. The results of this study will provide insights and ideas to the

business owners and brands on how to further improve their services through

promotional strategies.

Theoretical Framework

This study is anchored to Keller’s Brand Equity Model. Keller's Brand Equity Model

(also known as the Customer-Based Brand Equity (CBBE) Model) was first developed

by marketing professor, Kevin Lane Keller, in his widely-used textbook, "Strategic

Brand Management."

Keller’s logic behind the model is simple — to have a strong brand, one must create

the right brand image, by constructing ideal brand encounters or experiences. Each

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experience with your brand should leave customers, or potential customers, with

positive thoughts, emotions, and convictions. When you are able to prove that your

brand can provide value, then you’ve built brand equity and the customer’s convictions

will spread to others.

The concept behind the Brand Equity Model is simple: in order to build a strong

brand, you must shape how customers think and feel about your product. You have to

build the right type of experiences around your brand, so that customers have specific,

positive thoughts, feelings, beliefs, opinions, and perceptions about it.

When you have strong brand equity, your customers will buy more from you, they'll

recommend you to other people, they're more loyal, and you're less likely to lose them

to competitors.

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Conceptual Framework

Paradigm of the Study

INPUT PROCESS OUTPUT

 Customers of  Construction of  To provide

selected fast-food the survey intervention

chains in Sta. questionnaire programs to

Ana, Pampanga  Securing a managers and

 Statement of the permission owners of fast-

Problem letter food chains in

 Floating of Sta. Aaana on

survey how to utilize

questionnaire promotional

 Gathering and strategies

collection of properly and how

data it can help

 Analysis and promote brand

interpretation of equity.

data thru

statistical

treatment of

data

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Statement of the Problem

General Problem

This study aims to determine the influence of promotional strategies towards the

brand equity of selected fast-food chains in Sta. Ana, Pampanga.

Specifically, it seeks to answer the following questions:

1. The demographic profile of the respondents be described in terms of:

1.1 age;

1.2 sex;

1.3 civil status; and

1.4 monthly income.

2. How may the level of the promotional strategies of the selected fast-food chains in

Sta. Ana, Pampanga be described in term of:

2.1 branding;

2.2 accessibility; and

2.3 promotion.

3. How may the brand equity be influenced by promotional strategies in terms of:

3.1 purchasing decision;

3.2 repeat purchase; and

3.3 relationship quality.

4. Is there a significant relationship between promotional strategies and brand equity?

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Hypothesis of the Study

H 0 : Promotional strategies have no influence to the brand equity in selected fast-food

chains.

H 0 : Promotional strategies have an influence to the brand equity in selected fast-food

chains.

Scope and Delimitations of the Study

The study’s scope and delimitations are the sections where the researchers will

define the broader parameters and boundaries of the research. The scope details are

what the study will explore, such as the target population, extent, or study duration.

Delimitations are factors and variables not included in the study.

The study is limited to the fast-food chain customers in Sta. Ana, Pampanga.

Specifically, customers of Jollibee and McDonald’s since these two are the only

available fast-food chains in the locale of the study. The objective of the study is to

determine the influence of promotional strategies on the brand equity of these fast—

food chains.

The study will not focus nor assess other ideas and variables that are not related nor

connected to the study.

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Definition of Terms

Brand equity. It pertains to the way on how brand provide loyalty to the customers in

terms of providing positive experience.

Promotional strategies. It pertains to the way on how selected fast-food chains

promote products and services.

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Chapter II:

Methodology of the Study

This chapter presents the research methodology that was used in the data

gathering, analysis and presentation of the study. Specifically included in this chapter

are the methods and techniques, population and sample, construction and validation of

instruments and the data processing and statistical treatment applied.

Methods and Techniques

This study is quantitative research which means, all data that will be presented on

this study are stated in numbers, and mathematical figures. Quantitative research is a

type of research wherein, all data are interpreted numerically through the use of a

specific statistical tool.

The researchers will imply the use of Correlation study. The researchers will show

the relationship of the variable on the study which are brand equity and promotional

strategies.

As mentioned by Bhandari, P. (2021), 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 (or more) variables. The direction of a correlation can be either positive or negative.

Locale of the Study

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This part of the research discusses the locale or where the researchers will conduct

the study, will administer the survey questionnaire to the respondents.

The locale of the study will be in Sta. Ana, Pampanga. The researchers chose this

locale because there are already available fast-food chains such as Jollibee and

McDonald’s.

Moreover, the researchers chose the locale for the convenience of both the

researchers and respondents.

Key Informants of the Study

Key informant is part of the research that discusses who will provide the information

and all the idea to the researchers. Furthermore, this part also discusses the reasons why

the key informants were chosen.

The key informants of this research are the customers of fast-food chains in Sta. Ana,

Pampanga. Specifically, those who are from or who are residing in Sta. Ana, Pampanga.

This is also one way of delimiting the study and it will only focus on who really are the

key informants of the study.

Instruments of the Study

A research instrument plays a vital role in the data collection procedure. Without the

research instrument, researchers will not be able to collect or gather any data which the

researchers will use to interpret and analyze the results of the study.

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As stated by McLeod, S. (2018), A questionnaire is a research instrument consisting

of a series of questions for the purpose of gathering information from respondents.

Questionnaires can be thought of as a kind of written interview.

Researchers will utilize the use of survey questionnaire in gathering and collecting

data. Further, the researchers will use a 4-point Likert Scale in doing a survey

questionnaire. A pre-determined questionnaire or a questionnaire crafted by the

researchers will be used in gathering all needed data.

Data Gathering Procedure

Data collection procedure is a process where researchers should state the processes

that the researchers have done in collecting or gathering data which the researchers will

be needing in analyzing and interpreting the results of the study.

First, the researchers will craft a questionnaire that is anchored to the study’s

statement of the problem and objectives.

After which, the researchers will have the questionnaire validated by a statistician,

and grammarian and have it checked by the research adviser.

Next, the researchers should secure a permission letter to conduct survey among the

respondents.

Lastly, the researchers need to gather all answered questionnaire, collect and

organize all data, interpret, and present all data.

The mentioned step-by-step process above shall be taken by the researchers in an

orderly and organized manner.

Data Processing and Statistical Treatment

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Data Analysis is the process of systematically applying statistical and/or logical

techniques to describe and illustrate, condense and recap, and evaluate data. This part of

the research discusses the data processing technique used by the researchers in

analyzing and interpreting data.

The data matrix technique will be used by the researchers because it can efficiently

organize and process data while providing visualization through the use of charts,

graphs, and tables.

The researchers will utilize the use of Pearson-Product Correlation r as the statistical

tool in analyzing and interpreting all the data. The Pearson correlation coefficient (r) is

the most common way of measuring a linear correlation. It is a number between –1 and

1 that measures the strength and direction of the relationship between two variables.

Pearson product-moment coefficient of correlation, r

The Pearson Product-Moment Coefficient of Correlation r is an index of relationship

between two variables.

n ∑ xy −∑ x ∑ y
r=
√¿ ¿ ¿

Where:

r = the Pearson Product Moment Coefficient of Correlation

n = sample size

∑ xy =the ∑ of the product of x∧ y

∑ x ∑ y=the product of the ∑ of ∑ x∧the ∑ of ∑ y
∑ x 2=∑ of squares of x

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∑ y 2=∑ of squares of y

To convert the value of r into descriptive rating the following interpretation were used:

0.00 to ±0.20 – slight correlation, almost zero relationship

±0.21 to ±0.40 – low correlation, definite but small relationship

±0.41 to ±0.60 – moderate correlation, substantial relationship

±0.61 to ±0.80 – high correlation, marked relationship

±0.81 to ±1.00 – very high correlation, very dependable relationship

Ethical Considerations

Ethical considerations in research are a set of principles that guide your research

designs and practices. These principles include voluntary participation, informed

consent, anonymity, confidentiality, potential for harm, and results communication.

The researchers will make sure that the participants’ security and privacy will be the

utmost priority. Anonymity will also be considered because no information of the

participants’ will be used in any part of the research.

Furthermore, the researchers will also still follow the basic health and safety

protocols because there is still a pandemic. Therefore, the researchers will prioritize the

health of the participants during the process of collecting data.

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