RESEARCH PAPER

IMPACTS OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR

OF GRADE 12 STUDENTS OF SAN NICOLAS NATIONAL

HIGH SCHOOL SY 2019-2020

SUBMITTED BY:

Midsy Dela Cruz

Pette Brein Estepa

Kately Shane Batangan

Alvin Mamuad

SUBMITTED TO:

Mr. Sherwin Jay P. Palaspas

 CHAPTER I

INTRODUCTION

Background of the Study

Consumers are final end user of products. They keep the production cycle moving.

Consumers do play a vital role in the economic system of any nation, thus, any nation will face

crisis if consumers don’t have the effective demand for goods produced Consumers are known

to be rational with regard to their purchases, wanting to maximize their satisfaction when it

comes to consumer goods. Consumer buying behavior is mostly affected by some factors which

include culture, family and brand image. On the other hand, brand awareness also helps the

customer to buy a certain product. Advertising is usually a paid form of exposure or promotion

by some sponsor that reaches through various traditional media such as television, newspaper,

commercial radio advertisement, magazine mail, outdoor advertising or modern media such as

blogs, websites and text messages (Ahmed & Ashfaq, 2013).

Marketers have always adapted to changing business demands when it comes to

creating new advertisements. The use of advertisements has significantly increased in the

20th Century as industrialization expanded the supply of manufactured products. However, not

many businesses practiced advertising at the time. During the late 80s advertisements were

fairly limited to television, radio, billboards and newspapers. In the modern times, businesses

are leaning towards Digital Advertising. Companies are so focused in social media and mobile

advertisements that they may take over Television advertisement very soon.

Advertisement helps the company to create the awareness in their customers and

ingredients the advertisements shape the perception of the customers either in the positive or

in a negative way. People can perceive the quality of the products by gathering the information
which they usually get through advertisements. The perception of the quality, awareness of the

product and consumer opinion drives the consumer buying decision.

This particular study focuses on the advertisement and various spending of

advertisements on different factors of consumer buying behavior. Advertisers spend much

amount of investment while advertising their product so they keep their focus on these factors

so that they can influence consumer mind with advertisements.

This study critically evaluates the factors which shape the buying behavior and provides

the deep insights towards the role of advertisements shaping the consumer behavior.

Statement of the Problem

This study helps to determine the impacts of advertisement on consumer’s buying of

Grade 12 students of San Nicolas National High School for the school year 2019-2020. Most

especially, it seeks to find the answers to the following questions.

1. How does advertisement create awareness in consumers?

2. Do advertisements build perceptions in the mind of consumers?

3. Does consumer awareness and perception affect their buying behavior?

Theoretical Framework
Conceptual Framework
Consumer
Awareness
Consumer
Advertising Buying
Behavior
Consumer
Perception

In the proposed framework, it clearly examines the impact of advertisement on the

consumer buying behavior. The advertisement has the direct impact on the consumer. It creates

the awareness in the consumer thus motivate them to buy the product. Along with that,

advertisement also build the positive or negative perception. The framework identifies the

impact of advertisements on customer awareness and perception which leads towards the

buying decision of the consumer. It tells the factors which can influence on the consumer

buying behavior and it helps keeping in mind the factors of awareness and perception which

will ultimately fulfill the needs of consumer and enhance their desire and motivate them to

purchase a specific product.

Hypotheses

Three hypotheses have been developed in this research study.

H0: There is no relationship between advertisement and consumer awareness

H1: There is a relationship between advertisement and consumer awareness

H0: There is a relationship between advertisement and consumer perception

H2: There is a relationship between advertisement and consumer perception

H0: Consumer awareness and consumer perception have no impact on buying behavior

H3: Consumer awareness and consumer perception have impact on buying behavior

Significance of the Study

This particular research focuses on the impact of advertisement on the consumers

buying behavior of Grade 12 students in San Nicolas National High School for the school year

2019-2020. The findings of this study will play a vital role to the following:

Business Owners. The study will help the business owners to understand the consumer

behavior and to know the appropriate strategy to advertise their product in a best possible way.

Community. This study will portray what every business will do to attract more

customers.

Customers. ??????

Future Researchers. This study will serve as their reference for their future papers. It

will also serve as their guide to conduct their study and to be more knowledgeable about the

topic.

Scope and Delimitation

This study will cover 30 Grade 12 randomly selected students of San Nicolas National

High School for the school year 2019-2020. The extent will be based on the data obtained by

questionnaires to be distributed.

This study is limited to Grade 12 students of San Nicolas National High School for the

2nd Semester only.

Definition of Terms

Advertisement. It is an announcement online, or in a newspaper, on television, or on a

poster about something such as a product, event, or job.

Awareness. It is the ability to directly know and perceive, to feel, or to be cognizant of

events.

Behavior. The way a person behaves or acts; conduct; manners.

Consumer. A person who buys things or uses services.

Perception. It is the process of getting, interpreting, selecting, and organizing sensory

information. It includes the collection of data from sense organs through to the interpretation

made by the brain.

 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

Local Literature

Capturing Filipino Consumers

Advertising

The changes in media landscape also change the way consumers access information

about products and services. Television remains an essential part of Filipinos’ everyday lives,

which is why they rely on commercials for product information. These advertisements also

greatly affect the product preference of Filipino consumers. Respondents of the Nielsen Global

Consumer survey from the Philippines said that commercials increased their brand preference

(78%), as the image created by these commercials influenced their decision to buy said

products.

Celebrity endorsements also play an important role when it comes to influencing brand

preference. Companies use these spokespersons to deliver their advertising message and to

boost their brand image. Marketing studies have reported that famous people increase

awareness of a company’s advertising and create positive feelings towards brands.

One of the local companies that approached celebrities is Cherry Mobile. After

eventually getting them as stable endorsers, they have experienced a boost in sales of the

smartphones. The reason behind this, according to Julius Guevara, Colliers Philippines

associate director for advisory and research, is because Filipinos “are very conscious of

celebrities and they find affinity with the celebrity.” A celebrity’s appearance, popularity, and

relatability are the measures on how big the impact of their endorsement could influence a

consumer’s decision on buying their endorsed brand.

 Advertising on the Internet also plays a key role in advertising. 10% of the consumers

ranked social media posting, 9% for active internet searching, 6% for internet advertisements,

and 4% for Internet forum or message board as key influencers. According to Stuart Jamieson,

Nielsen’s Managing Director in the Philippines, there is a “rising reliance” on social media

postings, active Internet searching, and Internet forum, wherein consumers can learn more

about the product, and read about the reviews of other consumers like them.

Nielsen said savvy marketers who are able to inject these in their product development

can count on Filipino consumers to be their ambassadors among their family and friends offline

or online. The Nielsen report on Global New Product Innovation revealed affordability as the

key driver of new product purchase for Filipino consumers, followed by convenience and

personal recommendation from family and friends, and experts (14%).

Foreign Literature

Entertainment

Entertainment has been one of the primary criteria for creating an advertisement.

Entertainment is used as a tool to gain attention of customers. An interesting and entertaining

ad is more likely to be remembered by consumers rather than a boring one. Therefore, it can

be said that entertainment increases the effectiveness of advertising. That is why many

companies are investing a lot of money to make advertisements that are humorous (Mandan,

Hossein & Furuzandeh, 2013).

Former studies suggest that entertainment in advertising generates customer

satisfaction (Chang, 2014). This claim was tested by later empirical studies. For instance,

Duncan and Nelson (2011) conducted a research on how entertainment in advertisement affects

consumers. They analysed 157 responses towards advertising and found that entertaining
advertisements can influence consumers. It influences consumers into accepting and

consuming the product (Duncan & Nelson, 2011). In a similar way, Chang (2014) investigated

about entertaining advertisements and its influence on consumer satisfaction and leave impact

on their behavioral intentions. Based on his research on 152 participants, he found that

entertaining advertising can positively increase consumers’ satisfaction, thus influencing

consumer buying behavior.

Although use of humor in advertisements can be risky at times as a large number of

people may not be entertained by the same concept. Gulas and Weinberger in their book say

that a failed attempt to entertaining ads is a lost opportunity to connect with consumers. It may

even offend consumers and drive them away. They have exemplified this risk with a 1999

Super Bowl advertisement for ‘Just for Feet’. It showed a group of white men tracking a

barefoot, black Kenyan runner who was later drugged and forced against his will to wear a pair

of running shoes (p. 174). The advertisement was met with massive outrage (Gulas &

Weinberg, 2012).

However, entertaining advertisements do not necessarily mean humorous ads.

Thrilling, full of suspense advertisements can also be counted as entertaining. One of the

biggest examples of all time is the Apple super bowl commercial “1984”. It left people

awestruck and it was immediately able to get attention of people. It was very effective in terms

of spreading news about a new era of computers. It also had a huge part in generating sales for

the company.

Harvard professor Teixeira has conducted an interesting study on this regard and wrote

a paper “Why, When and How much to entertain consumers in advertisements?” The study is

based on a facial tracking study (software used to track the facial emotions) in response to the

TVCs. This is a first of its kind study and is the latest (Teixeira, Picard & Kaliouby, 2013).
 Teixeira found that entertainment plays both a co-operating and a conflicting role,

depending on its type (i.e., location in the ad). Entertainment that is associated with the brand

is co-operating, as it acts as a persuasion device both in the interest and purchase stages.

Entertainment that is not associated with the brand acts predominantly as an attraction device

at the interest stage, thus indirectly cooperating but also directly conflicting with the ultimate

goal of the ad.

The previous research as provided us with diverse information about the impact of

entertainment on consumers. It is seen to influence consumers in a positive way by grabbing

their attention and creating a lasting impression. However, in some cases the impact was

negative. In this research we will attempt to find out if these varied impressions about

entertaining advertisements really have any impact on consumer’s buying intention.

Familiarity

Alba & Hutchison (2016) defined familiarity as the number of product-related or

service-related experiences that have been gathered by the consumer. These related experiences

include direct and indirect experiences such as exposure to advertisements, interactions with

salespersons, word of mouth contact, trial and consumption. Johnson and Russo (2011) viewed

familiarity as being tantamount with knowledge. Johnson & Kellaris (2011) have considered

experience contributing to familiarity. Review of the literature shows that knowledge;

experience and familiarity are closely intertwined. Following Alba and Hutchison’s (2016)

definition, brand familiarity is identified as the accumulated correlated experiences that

customers have had with a brand (Ballester, Navarro & Sicilia, 2012).

The effect of brand familiarity can be observed through a process called ‘Product-class

cues’. The product class or subcategory to which the brand belongs could serve as a cue in
many cases. A consumer may want a "fruit juice" to have with a meal. Research on

categorization processes has recognized the importance of "prototypically" as an indication of

the strength of association between a category concept and members of the category.

Prototypically of a brand is known as a measure of how representative the brand is of its product

category. Operationally, prototypically is measured by individuals' ratings of how "good an

example" they consider the object of a category. Brands that are prototypical are more likely

to be recalled faster and more frequently. This leads to a higher probability of being included

in the evoked set and to higher probability of choice.

Zajonc (2013) in a research has demonstrated that experience to a stimulus can enhance

the fondness for that stimulus independently of cognitive evaluations or contextual

associations. Basically, this stream of research has confirmed that affect is a linear function of

the logarithm of exposure frequency (Harrison, 2015). So, as exposure to a brand increases,

affective reactions to the brand become more favorable. It means the more a brand is exposed

through advertisements and campaigns, the more exposure it gets, which eventually leads to

more familiarity of the brand.

Zajonc & Markus (2017) suggest that familiarity may lead to creation of positive

impression of a service or object. When confronted with a familiar service or brand, the

consumer may feel a glow of warmth and intimacy. Familiarity with the brand thus creates a

sense of trustworthiness in consumer’s minds.

The previous researchers have all identified how familiarity towards a brand causes a

psychological change in the minds of the consumers. It is seen that familiarity mostly evokes

positive emotions about a brand on the consumer’s mind. This paper will attempt to find out

whether these changes in the psychology, eventually lead a consumer to purchase a product or

not.
Social Imaging

Advertisements generally have influence on how we perceive things around us.

Through various types of advertisements, especially TVCs portray how a user of a certain

product is or should be. It sometimes shows the social class the user of a product belongs to,

their lifestyle and attitudes.

In cases of beauty product this concept is highly applicable. In a research conducted in

2009 it was observed that one of most influential ideas spread by the media is society's

perception of beauty and attractiveness. The thin beautiful woman and the handsome muscular

men are seen everywhere. And as the influence of media increases, the pressure to hold on to

these ideals increases (Russello, 2010).

In 2008, the YWCA USA published a report, Beauty at Any Cost, which highlighted

the consequences of the beauty obsession on women and girls in America through media. This

feeling of insecurity and obsession is very much likely to trigger purchase of beauty products

(Britton, 2012).

The mass media is the most powerful way to spread these images that represent

sociocultural ideals (Tiggemann, 2014). Advertising promote social messages and life style by

illustrating the position of ideal consumer and stimulates consumer’s willingness to purchase.

Apart from the beauty industry, another great example of social image that is solely

created by advertisement is the brand “Rolex”. It is not necessarily the best product in the

market nor does it add a lot of usefulness to one’s life in this day of cell phones. But through

its careful ad placements they have gained the attraction of millions. They have targeted sports

and club members of the elite and portrayed them in their advertisements. They have identified

how the lifestyle of an ideal customer of their product is, where they live, where they hang out,
etc. In a way they have sent a subliminal message to the people that ‘Rolex’ is only for the rich

and sophisticated, it is what sets a person apart from the ordinary. Rolex is now more of a social

status rather than a time tracking device. As a result, a person who has suddenly become rich

would want to buy a Rolex just to have a sense of belonging in that ‘elite’ class.

Even the smart watch by Apple that offers a great functionality failed to compete with

Rolex as it was reported by Tech Times:

“Apple may be the numerouno smart watch seller in the world and while it can revel in the fact

that it thwarts its wearable rivals such as Samsung, Sony and LG in this sphere, the Cupertino-

based company is still not a shine on Swiss watchmaker Rolex, which is synonymous with

luxury”.

Prior studies have shown that stereotyping and classification of a certain gender or group of

people has a huge impact on mass population. People feel pressurized to look a certain way to

get a feeling of belonging. This may have both positive and negative impact on the society. But

in this research, we will focus on finding out if ‘social imaging’ in an advertisement is

successful in persuading people to purchase a product by inducing their desire to belong in a

certain social class.

Spending

Advertising spending can have an effect in the buying behaviour of people in a sense

that the more money spent can be linked with the quality of advertisement and the frequency

of advertisement. It may result in creating a lasting impression in consumer’s mind. Advertising

is an important extrinsic cue signalling product quality (Milgrom & Roberts, 2010). Heavy

advertising spending shows that the firm is investing in the brand, which means the

organization has a huge investment and thus implies that they might have a better quality of
product. In addition, advertising spending levels are good indicators of not only high quality

but also good buys (Archibald, Haulman & Moody, 2018).

Yoo, Donthu & Lee (2013) examined the impact of the marketing mix variables on

consumer behaviour. The approach focuses on the indirect effect of these determinants on

brand loyalty. Since advertising spending affects expectations of product or service quality in

consumer’s mind, its role should be indirectly linked to brand loyalty implying that rather than

the advertisement itself, it is how advertising affects customer perception of the firm that is

more critical in impacting consumer buying behaviour (Ha, Janda & Muthaly, 2011).

The earlier studies have concluded that when a huge sum is spent on advertisements

and other marketing campaigns consumers began to expect more from that particular brand. It

creates and illusion of better quality of product or service from that brand. In this study, we

will try to find out that how these associations that consumers make with ‘Advertisement

Spending’ and the ‘Brand’ effect their purchase decision. In other words, we will attempt to

find out how consumers perceive advertisement spending and if it ultimately influences them

to purchase the product.

Consumer Buying Behaviour

Consumer buying behaviour refers to the methods involved when individuals or groups

choose, buy, utilize or dispose of products, services, concepts or experiences to suit their needs

and desires (Solomon, 1995). A behaviour that consumers display in searching for, paying for,

using, evaluating and disposing of products and services that they think will satisfy their needs

(Schiffman & Kanuk, 2007). It is a convergence of three fields of social science, they are,

individual psychology, societal psychology and cultural anthropology (Ramachander, 1988).

A theory that answers what, why, how, when and where an individual makes purchase (Green,
1992); it is particularly important to study the subject of consumer buying behaviour as it

facilitate firms to plan and execute superior business strategies (Khaniwale, 2015).

In this research we will attempt to find what factors effect consumer buying behaviour.

In previous studies certain variables were found to have an impact in consumers. This is briefly

discussed below: Nowadays, people have access to the endless supply of advertisements.

However, they fancy something new, entertaining and something that can grab their attention.

Boring advertising will not sustain in consumers’ minds long enough. Therefore, entertainment

has been termed as a significant advertising strategy for increasing advertising effectiveness

and imploring them to make a purchase (Madden & Weinberger, 1982).

Familiarity created by advertisement for a certain brand is also an important factor that

affects consumer buying behaviour. Macinnis and Park (1991) carried out a study with

consumers to investigate the effects of familiar songs in advertising and consumer behaviour.

In their research, consumers depicted satisfaction for products with familiar songs and a

significant relationship was confirmed between the level of familiarity of the songs in the

advertising and its amiability.

Social role and image reflects that ads influence individual life style and the extent to

which an individual seeks to present him or herself in a socially acceptable manner. In addition

to selling products and services, ads sell image and life style. Consumers learn about new life

style, image and trend through ads (Pollay & Mittal, 1993; Burns, 2003). Advertising promote

social messages and life style through illustrating the position of ideal consumer and stimulate

social action toward purchase of that product.

Advertising spending also creates positive impression about a brand in the minds of the

consumers. Aaker and Jacobson (1994) also find a positive relationship between advertising
and perceived quality. Hence, advertising spending is positively related to perceived quality,

which leads to greater amount of purchase from that brand as consumers generally prefer to

purchase from a well know brand in order to avoid disappointments over quality.

Local Studies

The Role of Advertising

Advertising has helped increase consumer culture by portraying physical attractiveness

and material goods as a gateway to happiness and success. Advertising is defined as a

promotional marketing strategy companies use to create awareness about their products and

services with the goal being to generate a response from the target audience (Mogire & Oloko,

2014). Originating from the West, mass media, along with advertising, have played a major

role in the creation, learning, and sharing of these consumer habits with Lasch (1978; 1984)

stating that various studies have shown that advertising is one of the most powerful media to

“manipulate” while Bandura's (1978) social learning behavior theory states that, with behavior

coming from family, peers, and mass media, it is mass media that has the greatest influence.

The genius of manipulative advertising relies on creating a false consciousness and praising

self-expression through vanity and materialism (Abela, 2006; Durvasula & Lyonski, 2008).

While choosing which products to buy, consumers’ decisions vary between the types

and the adjustments advertisers do to reflect this (Peter & Olson, 1999). Multiple research has

found the most effective ways to advertise specific products to different demographics

including rational vs emotional, local vs global appeal, and functional vs experiential in both

low and high-GDP countries (Heath, 2011; Ford, Mueller, & Taylor 2011). For example,

studies have found that functional advertising works better in low-GDP countries, while high-

GDP countries react better to experiential ads (Zarantonello, Schmitt, & Jedidi, 20l4).
Foreign Studies

Advertisement and factors influencing:

Advertisement is an attempt at creativity which influences the consumer’s motive to

buy a particular product and change or make the perception of the product in the mind of the

consumers. Advertisement appeal act as a supplier to arouse the psychological motive of the

consumer for buying. Advertisement involves rational and emotional appeals. In rational

appeals the product can be emphasized mainly on its benefits and the problems which it can

solve while on the other hand emotional appeal meet the consumer’s psychological, emotional

and social requirements (GUNJAN BAHETI, 2012).

Rafique et al, 2012 argued that advertisement is a way to communicate with the

audience. They believed that culture highly influence the buying behaviors of the people

because every person has different wants and trends according to their life styles. Thus if we

say that advertisement is like a magic than it will not be false because advertisement actually

changes the needs and wants of the people and sometimes it creates the need among the people

(Yasir Rafique, 2012). People are highly affected by the advertisements and organizations are

trying to target the masses of the people. Organizations are using above the line and below the

line techniques of the advertisement which fit best with their products. Researchers have found

that media advertisement are most popular advertisements and people like television ads, so it

is a suitable medium to advertise products like cosmetics and FMCG.

A research conducted in India found that adolescents are highly attracted towards the

TV commercial. Along with that teen girls also influenced by the TV commercials and they

tend to buy the products which they saw in commercials. So it gives us idea that mass media

has the great impact on the advertisements. Organizations are moving towards the creative
content which attracts the teenage girls as well as boys to buy the products (Nidhi Kotwal,

2008).

With the modern era there has been seen a remarkable boom in technology, with these

technology advertisers now considering the number of mass media channels and means of

communications which provide them the easy and fast access to the consumers. Other side of

this technology advancement is that customers are now having plenty of information and they

can get the thing which best suits to them. So it becomes very difficult for the advertiser to

build the brand awareness and condition the mind of the customers to make final purchase

decision, as customers are gaining more control over the products and information (Raju,

2013).

Consumer attitude and behaviors

As mentioned earlier, consumer buying pattern is directly evolved from the consumer

behavior and its attitude. Many things combine to build up the behavior of any individual. The

first thing which influences the consumer behavior and shapes it is his culture. Culture builds

the strong perceptions of the products in the mind of the customers (hye-Shin Kim, 2008).

According to Rai, 2013, there are several national and international brands which people

recognized and have strong perception in their minds. These perceptions are pinched in their

mind because of their culture, life styles and surroundings. Also advertisements have very

important role in shaping the consumer behavior. Advertisements are the source of motivation

which forces them to buy a particular product. Advertisements are also a source of building

trust. Consumer is induced significantly if he is looking for the quality and prices of the

products. Purchase attitude can also be build up by product evaluation and brand recognition

(Rai, 2013).
 Consumers in all over the world are attracted towards the brand and products which are

emotionally attached with their behaviors. Studies found that emotional attachments put a huge

influence on the customers and their buying behavior as people tend to associate themselves

with the brand.

Advertisements shape the behaviors of the people through cognition. Cognition is the

perception of a person towards the information communicated through advertisements. These

cognitions are observed by the individual through his senses, perception, attention, memory,

reasoning, language, etc. best way of attracting the customers is to understand the

psychological cognitive aspects of the consumers (Sandra Jakštienė, 2008).

Impact of Advertisement

Role of advertisement is to carry message to the far distances. It is also use to target the

scatter mass audience. The role of advertising on sales volume is very important. It is proved

to be very essential tool in enhancing the sales of brand. Advertisement is directly linked with

the sales of the products (Abiodun, 2011). Through advertisements customer behavior shaped

and they motivate to buy such products. Researchers found that repetition in the advertisement

hit the mind of the customers which also help them to remember that product and purchase

repeatedly (Pope, 2009).

Techniques used in advertisements

Several types of techniques are used in the advertisements and promotion of the

cosmetics. Some of them are explained (OAKLEY, 2009):

Aspirational advertisement: This type of advertisement is most successful in young age

people. This kind of advertisement involves the slogans and tag lines which inspire them. For
example, “most beautiful me” and “true perfection has to be imperfect”. Aspirational

advertisements are mainly based on three pillars that are perfection, sex appeal and status

(OAKLEY, 2009).

Celebrity Endorsement: this kind of advertisement is very important and successful in all age

group especially young people. Using the celebrity may enhance the trust of the people to buy

product but it is not evident that this kind of advertisement also provides brand loyalty

(OAKLEY, 2009).

Social responsibility advertisements: like dove many cosmetics brand are associated with the

benefits of the society. According to survey women wearing cosmetic feel confident because

these brands advertise them as providing the confident in the society (OAKLEY, 2009).

Along with these kinds of advertisement strategies, brands have various slogans which

influence the buying behavior of the customers all over the world. Brands use these slogans

cross culturally. In the world numbers of slogans are used in English and French languages to

enhance the brand validity, brand appeals, brand positives and brand philosophies (Ringrow).
 CHAPTER III

METHODOLOGY

This chapter discusses the overview of the research methodology and how research is

conducted. This chapter will also describe how the research is carried out and written on the

research design, locale of the study, population and sampling procedure, data gathering

instrument, data gathering procedure, and statistical treatment data.

Research Design

This study is all about the impacts of advertising on the consumer buying behavior of

Grade 12 student of San Nicolas National High School for the school year 2019-2020. This

study will be using descriptive method of research specifically the correlational research

studies.

Locale of the Study

The study will be conducted at San Nicolas National High School, San Nicolas, Ilocos

Norte.

Population and Sampling Procedure

The respondents of the study will be 30 Grade 12 students of San Nicolas National High

School. Simple Random sampling will be used to determine the respondents in this study.

Data Gathering Instrument

Questionnaires will be developed to gather the data from the respondents. Likert’s scale

and multiple-response questions will be used in the questionnaire. The data will be gathered
from the authentic source and it will be clearly explained to them that their response will only

be used in research purpose.

Data Gathering Procedures

The researchers will allot vigorous time, effort and cooperation in developing their

questionnaire so as to serve its intended respondents. The survey will be created using suitable

questions modified from related research and individual questions formed by the researchers.

In the questionnaire, Likert scale and multiple-response questions will be used to determine the

impacts of advertisement on consumer buying behavior of Grade 12 students in San Nicolas

National High School. After the teacher approved the questionnaire, copies will be distributing

to the 30 Grade 12 students of San Nicolas National High School. Participants will be given

time to respond and then the researchers will collect the survey questionnaires immediately.

Statistical Treatment of Data

The data gathered from this research instrument will be compute for interpretation

according to the frequency of items checked by the participants. Descriptive statistics such as

percentage and frequency will be use in interpreting the data gathered.