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Understanding Voters' Preference for Candidates in the Philippine

Presidential Elections
Article in Cognizance Journal of Multidisciplinary Studies · October 2023

DOI: 10.47760/cognizance.2023.v03i10.009
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Leonil Brian B. Orzal et al, Cognizance Journal of Multidisciplinary Studies, Vol.3, Issue.10, October 2023, pg. 109-118
(An Open Accessible, Multidisciplinary, Fully Refereed and Peer Reviewed Journal)
ISSN: 0976-7797
Impact Factor: 4.843
Index Copernicus Value (ICV) = 76.35
Understanding Voters' Preference

for Candidates in the Philippine
Presidential Elections
Leonil Brian B. Orzal*1; Lance Archie G. Toring1; Mayree Angeli A. Coton1; Danie Mae P. Lucenecio1;
Rina Mae C. Nunez1; Kandy Bordon1; Dejierey Jade R. Delan1; Mark Christian R. Almazan1
Corresponding Author: Leonil Brian B. Orzal

School of Teacher Education, Biliran Province State University, Naval, Biliran, Philippines 6560
* leonilorzal@gmail.com
DOI: 10.47760/cognizance.2023.v03i10.009
Abstract:
Background: Philippine presidential elections have traditionally been characterized by the dominance of
political popularity, populism, and financial interests, often marred by incidents of violence and electoral fraud.
In this context, higher education is recognized as a pivotal tool for mitigating voter naivety and fostering
informed political engagement. This study seeks to assess the preferences of voters, specifically 108 students
from BiPSU (the research population), and to identify the significant sources of information that influence their
decision-making about the election.
Methods: The research methodology employed descriptive statistics, including frequency distribution and
cross-tabulations, to gain a comprehensive understanding of the voters' preferences and their sources of
information. The study was conducted on a sample of 108 students from BiPSU, allowing for a focused
examination of their perspectives. The researchers used descriptive statistics to analyze the data to provide a
meaningful and understandable visualization of the sources of information of respondents and their preferred
candidates for the Philippine presidential election.
Results: The findings of this study revealed that among the students of BiPSU, the most influential sources of
information related to the election are social media and family. Additionally, the study identified specific
candidate attributes that resonate with this demographic: a male lawyer with prior experience in elected office,
aligning with liberal ideologies, prioritizing education, and possessing a doctoral degree emerged as the most
preferred qualities for candidates in the future Philippine Presidential Election.
Conclusion: This study contributes to the existing body of knowledge by shedding light on the demographic
variances in voter preferences. It supports and substantiates previous claims and research on Philippine politics,
influential sources of information, and preferences regarding election candidates. The research also suggests
potential enhancements for future studies, such as more refined time settings and a more evident diversification
of demographic profiles, which could yield further insights into the dynamics of Philippine Presidential
elections.
Keywords– Philippine Presidential Elections, Voter Preferences, Philippine Politics.
©2023, Cognizance Journal, cognizancejournal.com, All Rights Reserved 109

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I. INTRODUCTION
Every six years, Filipino voters from all over the world participate in the national election for the
presidency, vice presidency, and legislative While some highly debatable issues and conflicts are going on in
our country right now, it is best to assess whether it impacts the preference of voters on candidates for the
Philippine Presidential Election.
Philippine elections are won through popularity, populism, and money politics (Loo, 2004). They are
often marred by violence, fraud, and irregularities dominated by the country's elite families competing for
political power (Velmonte, 2020). Voters are significantly influenced by the candidates‟ characters, government
performance, orientations on specific political issues, party identification, and ideology (Reform, 2004). In a
world with a massive amount of naivety in the population (Caplan, 2006), higher education plays a big part in
nurturing students‟ holistic democratic participation (Johnson, 2017). Developing civic identity and political
interests takes time and first-hand experience that schools and personal involvement can provide throughout the
years, and initially developing the rationality of voters.
The quality of a leader is based on their reputation. Education level was ranked second in the voters‟
choices of consideration. Personality ranked third, the candidate‟s platform/priority ranked fourth in the
millennial voting preferences, while profession/occupation was the least of the voters‟ considerations (Murcia, J.
B., & Bolo, R. T., 2017). There are many kinds and levels of biases: among individuals, social groups, and
countries. This would result in a long list of preferences applied globally. Thus, research suggests that social
identity, family voting, gender differences, ideology, and emotions are critical in guiding behavior (Qorri, 2018).
Political ignorance and irresponsibility is an alarming issue that triggers harmful consequences.
Primarily it demonizes the quality of political representation. Under-represented groups and minorities who
receive less information about political parties and candidates became less participative, making their cause and
interests less represented in society (Fowler & Margolis, The Political Consequences of Uninformed Voters,
2013). This characterization of uninformed voters proves that to build confidence and bring quality to political
participation; there‟s a need to educate voters, especially victims of circumstances.
The youth voters did not have a great impression of the electoral process because of what they saw on
social media. It is quite reasonable that the youth can discern the wrong sides of the country‟s electoral system.
However, it is also worry-worthy because of their indifference to it (Capadocia, Gayosa, Rivera, Roselo, &
Uichanco, 2008).
The election is the systematic method of choosing a candidate for public office or approving or
rejecting a political proposal by voting. Elections demonstrate democracy, as well as give substance to it. The
government serves the public and is compensated by the people (Press, 2010). This characterization of
uninformed voters proves that to build confidence and bring quality to political participation; there‟s a need to
educate voters, especially victims of circumstances.
Filipinos are not knowledgeable enough to vote, and the candidates they vote for are not educated
enough to serve. Millennials, or young people aged 35 and below, tend to favor candidates based on popularity
and to whom they can benefit the most (Murcia & Bolo, 2017). They lack education on the right-to-vote
decisions, which leads to being easily swayed and voting for candidates that are popular with ordinary people.
And so, these become a way for politicians to exploit such detail as an opportunity to be known by many people
and to be chosen.
Despite the data presented by the studies beforehand, there have been lapses that our study ought to fill.
The study “Psychology Behind Voting Behavior in Kosovo” discusses the issue of exploring implicit biases
resulting from the different preferences a voter has and concludes to question how these biases or “preferences”
will make their society better. In contrast, the study “Di BOBOto!: First-Time Voters‟ Perceptions on Philippine
Elections” was solely centralized on first-time voters and questioned the reliability of the youths‟ choices as it
may have only been a result of shadowed preferences from their older peers. Lastly, “Millennial Voters‟
Preference for 2016 Presidential Elections” only provided a limited discussion of the gathered data by (1) not
having any relevant conclusion and (2) discussion primarily hinged on attributes of presidential bets.

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This study aims to fill those gaps by discussing (1) determining the most considerable domain that
voters think would make society better and (2) presenting further frequency discussions based on the voters‟
demographics which includes the discussion of the difference between the older and younger generations‟
preferences, (3) including the discussion of other sources of information that may have impact the voters‟
preferences, and (4) providing general preferences on all candidates for the Philippine Presidential Election.
This study sought to determine voters‟ preference for candidates for the Philippine Presidential
Election. Specifically, this study sought to answer the following objectives:
1. To determine the respondents‟ media and interpersonal sources of information about the elections and
the extent to which these sources have influenced their preferences in terms of:
a. Local TV
b. Newspaper
c. Radio
d. Social Media
e. Cable TV
f. Family
g. Friends
h. Teachers
i. Public Officials
j. Civil Leaders
k. Church Leaders
l. Entertainment Icon
m. Neighbor
2. To determine the preferred profile of candidates for the Philippine Presidential Election and how much
consideration voters have in each attribute when voting derived from the respondents‟ answers based on
candidates:
a. Gender
b. Profession
c. Experience
d. Personality
e. Priority
f. Education
g. Religion
h. Political Party
i. Popularity
II. METHODOLOGY
Research Design and Sampling
This study used a descriptive research design obtained from primary data. The descriptive research
design is an observational research method that describes or defines the subject of the study without covering
and answering the question „why.‟ The primary data was collected through an online poll sent to the respondents
using Google Forms. This method helped determine the preferred profile of voters‟ candidates for the Philippine
Presidential Election and the sources of information that may have impacted their preference.
There are more than 7000 enrolled college students in the Biliran Province State University and nine
colleges: School of Teacher Education, School of Technology and Computer Studies, School of Criminal Justice
Education, School of Arts and Sciences, School of Nursing and Health Sciences, School of Graduate Studies,
School of Management and Entrepreneurship, School of Engineering, and BiPSU Biliran Campus. The
researchers used a literature review or referencing other studies similar to ours, and under the assumption that all
are eligible voters, a minimum of 108 students were chosen as respondents.

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To accommodate all nine colleges, the researchers used the clustered sampling method; a minimum of
12 students were chosen from every nine colleges as participants. This sampling method divided the population
size into small groups called clusters. With the nine colleges as the clusters, the researchers randomly chose 12
students in each cluster to form the designated 108 sample size.
Data Gathering Procedures

The researchers utilized an adopted instrument from the studies “Di BOBOto!: First-Time Voters‟
Perceptions” (Capadocia, Gayosa, Rivera, Roselo, & Uichanco, 2008) and “Millennial Voters' Preference for the
2016 Philippine Presidential Elections: A Simulation Using Conjoint Analysis” (Murcia & Bolo, 2017) that
measured the respondent‟s sources of information, and preferred candidates for Philippine Election. Moreover,
the adopted instrument was validated and rated “accepted” (M = 4.358) by research experts using a survey
instrument validation scale (Oducado, 2020). It tested its reliability and rated “acceptable” (a = 0.77) by
undergoing a pilot test among adult respondents using the Cronbach Alpha‟s Reliability Test before conducting
the actual study.
The researchers sent a self-administered online research instrument that contained a poll and an
evaluation through online Google Forms links. The instrument had a consent form that declared the
confidentiality of voters‟ answers and a section for the respondents‟ demographics that exhibited their profiles
relevant to the study. The instrument also comprised two main areas, namely: (1) sources of information and (2)
preferences on candidates that were both demonstrated through the checklist and 5-scale evaluation.
Each section contains a concluding evaluation demonstrated through the Likert Scale. In section 1, with
13 questions, there was an assessment of how these sources have influenced the voters‟ preferences. Section 2,
with nine questions, assessed the level of consideration voters have in each attribute when voting. The
researchers also sought formal consultation with the Biliran Province State University administration before
conducting this study and assured the confidentiality of the data gathered.
Statistical Treatment of Data

The researchers used descriptive statistics to analyze the data to provide a meaningful and
understandable visualization of the sources of information of respondents and their preferred candidates for the
Philippine Presidential election. Further, the researchers tallied, tabulated, and encoded the gathered data using
frequency distribution and cross-tabulation to provide a different perspective for the collected data.
The sources of information and the level of influence on voters‟ preference, the preferred profile of
candidates for the Philippine Presidential election, and the level of consideration voters had for the profiles of
candidates when voting, all the domains involved were analyzed using the frequency distribution. Meanwhile,
through cross-tabulation, the researchers analyzed the relationship between the respondents‟ demographics,
sources of information, and their preferred profile of candidates for the Philippine Presidential election.
III.RESULTS AND DISCUSSIONS

Profile of the Respondents
Table 1 indicates that 60.18% of the respondents were female, and almost every respondent was aged
16-36. The respondents were also 81.48% Roman Catholic-dominated, and 63.88% belonged to families with a
low-income group.
Table 1
Profile of the Respondents
Variable f %
Sex (assigned at birth)
Female 65 60.18
Male 43 39.81
Generational Age
Generation Y (16-36) 107 99.07

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Generation X (37-52) 1 0.92
Religion
Agnostic, Atheist 2 1.84
Born Again Christian 9 8.33
Roman Catholic 88 81.48
Others (Iglesia FI, The Church of 3 8.33
Jesus Christ LDS, Seventh Day
Adventist)
Household Monthly Income

Less than ₱11,690 70 63.88
Between ₱11,690 – ₱23,381 28 26.85
Above ₱23,381 – ₱46,761 10 9.24
Sources of Information
Table 2 presents the sources of voters‟ information about/related to the Philippine Presidential Election
and how much level of influence it gives the voters. 89.81% and 62.03% of the respondents answered that their
sources of information are from social media and Cable TV correspondingly. In comparison, 10.18% of the
respondents get their information in newspapers. In contrast, in the interpersonal sources, 89.81% and 72.22%
answered that their sources of information are from their Family and Friends, respectively, while 15.74%
answered church and civil leaders.
Table 2
Sources of Information
Variables f % Mean Interpretation

Media Sources
Cable TV 67 62.03 4.04 Much Influence
Local TV 35 32.40 3.83 Much Influence
Newspaper 11 10.18 3.05 Some Influence
Radio 25 23.14 3.26 Some Influence
Social Media 97 89.81 4.59 Lots of Influence
Interpersonal Sources
Church Leaders 17 15.74 3.15 Some Influence
Civil Leaders 17 15.74 3.35 Some Influence
Entertainment Icon 19 17.59 3.24 Some Influence
Family 97 89.81 4.17 Much Influence
Friends 78 72.22 3.98 Much Influence
Neighbors 37 34.25 3.39 Some Influence
Public Officials 39 36.11 3.69 Much Influence
Teachers 34 31.48 3.69 Much Influence
Based on the data collected, two of the top three most influential sources of information are media
sources and interpersonal sources. Social media has the biggest influence (M = 4.59) followed by Family (M =
4.17) and Cable TV (M = 4.04) respectively. And accordingly, the two least influential are found both in each
source. Namely, Newspaper (M = 3.05) and Church Leaders (M = 3.15).
The data shows that social media, the topmost influential, can reach far and wide. Because of this,
social media has also become the politician‟s platform to promote themselves and, inevitably, a way to cause
trouble for the opposite party (Capadocia, Gayosa, Rivera, Roselo, & Uichanco, 2008). And suppose the
candidate is notoriously known to people, much more to the less educated and less knowledgeable. In that case,
they tend to give their favor based on their popularity. With this, social media and Cable TV are an excellent

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way to be known by people that some politicians exploit to gain more influence and hence be chosen (Murcia &
Bolo, 2017).
The second most influential source, family, parents, and relatives, play a significant role in an
individual's voting behavior, and family voting is learned at an early age. This results in being in line with their
parent‟s preferred political party or influenced by their parent‟s thinking about politics (Klass, 2016). Moreover,
the results in Table 2 support the high possibility that youth voters‟ choices may have only resulted from
shadowed preferences from their older peers, as postulated by the study “Di BOBOto!: First-Time Voters‟
Perceptions on Philippine Elections”.
Table 2 also shows that the two most minor influential sources are newspapers and church leaders. The
ability for newspapers to reach such a vast population isn‟t available for it; much more to be used and read by
new adults and millennials (Dangla, 2016), who are the primary respondents of the study. Like the church
leaders, their words do not carry as much weight as friends or family.
Preferences on Candidates
Table 3 shows voters‟ preference in choosing a candidate for the Philippine Presidential Election.
Based on the results, the following are considered the voter‟s preferences in selecting a candidate: Gender,
Profession, Experience, Personality, Priority, and Education. Based on the data, Males (38.88%) and females
(37.96%) almost rank the same. In the Profession, Lawyer (50.92%) ranks highest, followed by Government
Official (40.72%), Economist (37.96%), and Agriculturist (33.33%), while Celebrity (2.77%), and others
(4.62%) ranks last. Experience as an Elected Official (65.74%) ranks the highest among the other incidents.
Furthermore, the Liberal personality (52.77%) was preferred above Traditional (37.96%) and Iron-fisted
(26.85%). Education (90.74%) as a priority of the candidates has the highest ranking in importance, followed by
Anti-crime and Corruption (77.77%), Economic growth (75.92%), Environment (69.44%), and Health (60.18%).
However, Science and Culture (43.51%) and Territorial Dispute (39.8%) rank last. A candidate holding a
doctor‟s degree (F=50) ranks the highest for the candidate‟s education; meanwhile, 0% of the respondents think
that having an elementary school diploma is the minor education a candidate should have.
Table 3
Preferences on Candidates
Variable N %
Gender
Man 42 38.88
Woman 41 37.96
Any Gender 25 23.14
Profession
Agriculturist 36 33.33
Businessperson 24 22.22
Celebrity 3 2.77
Economist 41 37.96
Government Official 44 40.72
Lawyer 55 50.92
Professor 25 23.14
Others (Journalist, Nurse, 5 4.62
Engineer)
Experience
Employed by the government 46 42.59
Experience as an elected official 71 65.74
No significant experience related 18 16.66
to politics

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Personality
Iron-Fisted 29 26.85
Liberal 57 52.77
Traditional 41 37.96
Priority
Anti-crime and corruption 84 77.77
Economic growth 82 75.92
Education 98 90.74
Environment 75 69.44
Health 85 60.18
Science and Culture 47 43.51
Social services 53 49.07
Territorial dispute 43 39.81
Others (Security, Progressivism) 2 1.85
Education
Holds an elementary school diploma
Holds a high school diploma 6 5.55
Holds a bachelor‟s degree 31 28.7
Holds a master‟s degree 17 15.74
Holds a doctoral degree 54 50
Political participation usually builds up an individual‟s civic and political identities (Ellis, 2004) since
lawyers who are known to have experience and an excellent grasp of understanding of the political system in the
country; are seen to be the most qualified candidates for the election. In addition, education is the most critical
factor in a candidate‟s priority based on the respondent‟s preferences. Education can provide knowledge and
skills, but it also plays a big part in nurturing students‟ holistic democratic participation (Johnson, 2017) and
eventually developing the rationality of voters.
The data in Table 4 indicates the number of considerations voters have for the attributes of the
candidates for the Philippine Presidential Election. In general, all attributes were given enough consideration by
the respondents when voting. Nevertheless, the result indicates that the Priority (M = 4.75) of a candidate was
considered highest by the respondents when voting, followed by the candidates‟ Education (M = 4.74),
Experience (M = 4.63), and Personality (M = 4.6). In comparison, a candidate‟s Popularity (M = 3.28) and
Political Party (M = 3.6) don‟t get as much consideration.
Table 4
Preferences on Candidates (Evaluation)
Attributes Mean Interpretation

Gender 3.64 Much Consideration
Profession 4.39 Lots of Consideration
Experience 4.63 Lots of Consideration
Personality 4.6 Lots of Consideration
Priority 4.75 Lots of Consideration
Education 4.74 Lots of Consideration
Religion 3.72 Much Consideration
Political Party 3.60 Some Consideration
Popularity 3.28 Some Consideration

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The results in Table 4 imply that a candidate‟s priority sworn during the election is the most promising
factor for them to choose that candidate. As Ansolabehere, Rodden, & Synder (2006) suggested, the effect of
issues on voting decisions depends on various factors, including salience and the policy choices parties offer.
Moreover, the results in the study “Millennial Voters‟ Preference for 2016 Presidential Elections” on the
following attributes: Education, Experience, Personality, and Profession are alike and they also have a high level
of consideration for voters. Education generally partakes in cultivating one‟s democratic responsibilities
(Johnson, 2017), and the respondents must choose leaders with high educational backgrounds. In addition, a
candidate‟s experience impacts voters‟ preference (Murcia & Bolo, 2017), most preferably those with
experience in politics. Lastly, all voters know which type of personality they‟re looking for in a candidate (Gul
& Pesendorfer, 2006), proving that a candidate‟s personality is something they check out before considering
them for the election. Although Popularity and Political Party ranked lower, they were interpreted as “some
consideration.” Voters are significantly influenced by the candidates‟ characters, party identification, and
ideology (Reform, 2004) which further proves the existence of popular voting and dynastic preference in the
Philippines.
IV. CONCLUSIONS
Through the packaged information brought by the accessible and widely popular social media, the
voters are inclined to what they hear and know daily. However, because of the rise of fake news on social media,
it is alarming that it may provide voters with false information and black propaganda that will diminish the
anticipated clean election and responsible voting in the future. Moreover, families with the most decisive
influence on voters‟ preference may signal that the younger voters‟ voices merely echo their parents or older
peers.
The various experiences, biases, and sources of every voter made them have their preference for
candidates for the Philippine Presidential Election. It is also important to highlight that a candidate‟s
presentation of priority during the campaign is detrimental to the election outcome. Still, it is also important to
note that factors can significantly impact their preferences on attributes such as candidates‟ popularity, number
of supporters, money, or any black propaganda, which are highly evident in the history of Philippine politics.
The particular struggles that people experience every day impact their preference of candidates. A
candidate who shares sympathy and resonates with their experience makes them feel represented in
policymaking that could alleviate or improve their situation.
Based on the findings and conclusions of the study, the researchers advance the following
recommendations.
1. As an academic institution that helps build up the civic responsibility of every student, Biliran Province
State University should initiate campaigns on responsible voting and teach the basic principles of the
importance of a citizen‟s political participation and all the ethics that come with it. Moreover,
campaigns against fake news proliferation should be initiated, especially since social media is the most
influential source of information on the upcoming election. Seminars or open forum discussions can
spark discourse and awareness among the students of BiPSU and other voters in Biliran. With this, the
University Student Affairs Office should also review the existing qualifications for student politics and
modify necessary clauses that adhere to poor choice of leaders.
2. The data collected in this study is premature as it could have been more accurate on the actual outcome
of the elections if it had been done during a pre-election period when campaign and political
propaganda and information were increasing. Thus, it is significant to note that the responses in this
study don‟t necessarily reflect the voters‟ actual decisions and participation in the election.
3. Including more attributes on the candidates might significantly impact the respondents‟ current
preferences, such as track record. A candidate with all the desired characteristics by the voters might be
applauded, but it is known to have a long history of corruption, which might change the outcome.
Mentioning other specific attributes, such as religion, may also determine the possibility of a
Christianity-dominated country electing an Islamic president considering all the stereotypes they face.
Moreover, voters view all possible national political parties highly, resulting in dynastic preferences.

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4. Having a more diverse set of respondents with more religions, other generational ages, and occupations
would lead to more exciting discussions such as whether non-religious people prefer a more liberal
candidate and whether the older generation prefers a more traditional priority and personality a
candidate. Including people who aren‟t in school may also change the preference on priority. Education
might only be a significant priority for the respondents because they are all students who seek to be
assisted by the candidate in whatever situation they are in.
5. It is also relevant to include discussions on the other parts of the voter‟s political experience during a
pre-election period, such as the perceptions of the campaign period, and assess the level of influence of
the different campaign propaganda, the assessment of knowledge of voters on the electoral process, the
evaluation of their current pre-election period experience even vote-buying or other black propagandas
and describing their actual intention to vote in the election.
V. ACKNOWLEDGEMENT
First, praises and thanks to the Almighty God for showering them with blessings and strength
throughout their research work and now in its success.
Secondly, the researchers would like to express their most profound and sincere gratitude to their
research instructor, Mr. Mark Christian R. Almazan, for his vision and motivation that deeply inspired them to
finish the study. An eternity of thanks also to the members of the Research Committee/ Panelists led by Dr.
Ernil D. Sumayao, to the School of Teacher Education headed by Dr. Ryan Teofel P. Arpon, and to the whole
BiPSU Research Department and Administration for allowing them to showcase their research study, to which
has made them cultivate their critical thinking and potential for research extravaganza.
Lastly, all these wouldn‟t have been possible without their families, their primary source of motivation
to keep going despite the difficulties faced. The researchers are incredibly grateful for guiding them and
supporting their work in every way. These are all for you, and we hope to make you feel proud!
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Understanding Voters' Preference for Candidates in the Philippine

Article in Cognizance Journal of Multidisciplinary Studies · October 2023

Mark Christian Roble Almazan Leonil Brian Orzal

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Understanding Voters' Preference

Corresponding Author: Leonil Brian B. Orzal

Keywords– Philippine Presidential Elections, Voter Preferences, Philippine Politics.

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Data Gathering Procedures

Statistical Treatment of Data

III.RESULTS AND DISCUSSIONS

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Household Monthly Income

Variables f % Mean Interpretation

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Attributes Mean Interpretation

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