ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL

DIRECT SELLING STYLE AND COMMERCIAL ADVERTISEMENT

AMONG SENIOR HIGH SCHOOL STUDENTS ON VIGAN
CITY DELICACIES

_______________

A Research

Presented to
The Faculty of the Accountancy, Business and Management (ABM)
Senior High School
Ilocos Sur National High School
Vigan City, Ilocos Sur

_______________

In Partial Fulfillment of the

Requirements for the Subject
Practical Research 2

_______________

by:

JERAMY P. ARIZABAL
RONALD GABRIEL P. REPOLLO
RHEZA P. SABIDO

2017
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ii

CERTIFICATION

This quantitative research entitled, “DIRECT SELLING STYLE AND

COMMERCIAL ADVERTISEMENT OF SENIOR HIGH SCHOOL

STUDENTS ON VIGAN CITY DELICACIES,” prepared and submitted by

Jeramy P. Arizabal, Ronald Gabriel P. Repollo and Rheza P. Sabido, in partial

fulfillment of the requirement for the subject, Practical Research 2, First Semester,

School Year 2017-2018, has been examined and is recommended for Oral

Examination.

GILBERT M. TABUCOL, MAME

Statistician

PETER JOHN A. FRIAL, Ed. D.

Adviser
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iii

APPROVAL SHEET

Approved by the Panel of Examiners for the Oral Examination with a grade

of Passed.

GILBERT M. TABUCOL, MAME

Chairman

EUGENE R. AGUILAR, MAME EDMUND C. RAGUCOS, BSBA

Member Member

Accepted and approved in partial fulfillment of the requirements for the

subject, Practical Research 2, First Semester, School Year 2017-2018.

CRISTINA A. BALLERTA, MAME

Subject Group Head
Accountancy, Business and Management (ABM)

ROMULO Q. QUITEVIS
Principal IV

Date: November 2, 2017

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ACKNOWLEDGEMENT

The researchers would like to express their heartfelt gratitude to the

following individuals who extended their assistance, sharing their invaluable time,

constant motivation, inspiration, most precious time, talent, and resources in the

realization of this study:

Mr. Romulo Q. Quitevis, Principal IV of Ilocos Sur National High School

(ISNHS), for his invaluable support, motivation, encouragement and his intelligent

and scholarly suggestions for the improvement of the study;

Dr. Peter John A. Frial, research adviser, for his continuous support,

patience, motivation, enthusiasm, immense knowledge and guidance in writing this

research study;

Mrs. Cristina A. Ballerta, Subject Group Head of the Accountancy,

Business and Management (ABM), for her patience and support and motherly

concerns in the completion of the study;

Mr. Gilbert M. Tabucol, chairperson of the panel members and statistician,

for his technical expertise in the statistical analysis of the data and his constructive

criticisms, motivation and support in the study;

Mr. Eugene R. Aguilar and Mr. Edmund C. Ragucos, panel members, for

their scholarly suggestions and recommendations in the improvement of the study;

The Grade 12 Machiavelli students, their fellow researchers, for their

unselfishness and assistance in sharing their ideas, thoughts and concepts;

Mr. Jareason C. Fabre, English editor, for correcting the syntax of the

study and improving the coherence of ideas and concepts;

 ILOCOS SUR NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL
v

All their friends, who in one way or another, helped in the completion of this

research;

Their parents, who served as their guidance, for their untiring support,

sacrifices, unconditional love and endless inspiration to carry on;

All the people whose names were inadvertently omitted but who contributed

to the success of the study; and

Above all, the researchers want to shoe their gratitude to the most gracious

heavenly Father, for all his boundless blessings to accomplish this piece of work.

J. P. A.

R. G. P. R.

R. P. S.
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DEDICATION

We humbly dedicate this piece of work

To our Family,

who always supports us and who inspire us in making this research work possible,

the time that they lent us just for the creation of this study.

To our Friends,

who have motivated us to make the research, to improve the study and the ideas that

they had contributed to make this research coherent and logical.

To our Teachers,

who share their immense knowledge on particular field of studies especially our

research adviser who patiently edited and verified the data that we had put.

And the one who never leave us behind, who gave strength to fulfill this research

work,

our Almighty Loving God.

Jay

Rg

Rheza
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ABSTRACT

This study is delimited to the assessment of the practice of direct

selling style and commercial advertisement of Vigan City delicacies among Senior

High School (SHS) students in Ilocos Sur National High School (ISNHS) for the

school year 2017-2018 along the following: (1) personal-related factors; (2)

business-related factors; (3) school-related factor; (4) direct selling style; and (5)

commercial advertisement. Correlation of the personal factors and the direct

marketing techniques were also considered in the research.

The study employed a total enumeration of respondents of the Grade 12

Accountancy, Business and Management (ABM) students of ISNHS particularly

Grade 12-Marx and Grade 12-Machiavelli.

The descriptive correlational method of research was employed. The

following statistical tools were used in the analysis of data gathered; frequency

count, percentage distribution, mean and simple linear correlation analysis.

The findings of the study were as follows: (1) most of the students are

female, within the age of 17 years old, Roman Catholic, and within the city proper.

In addition, majority of the students have been engaged in business such as working

part-time jobs in shops, department stores and restaurants, have family businesses

and involved in academic activities that includes buying and selling.

Further, (2) all the factors along direct marketing technique direct selling

style are “often” observed in terms of level of practicability. This implies that other

aspects of this method may not be applied.

In terms of (3) the factors along direct marketing technique commercial

advertisement, they are also on “often” level of practicability. Moreover (4) direct
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selling style is “fairly” favored by SHS students. In addition, the ABM students

view direct selling style as the preferred direct marketing technique on Vigan City

delicacies.

On the other hand, (5) the profile of the students which include personal-

related factors, business-related factors and school-related factors have no

significant relationship with the practice of the two direct marketing technique. (6)

there is no significant relationship between the practice of the two direct marketing

techniques and the choice of effective direct marketing technique.

The researchers recommended that the Grade 12 SHS-ABM students should

also try other form of marketing techniques besides the direct method on Vigan City

delicacies to guarantee the promotion and preservation of the products.

The ABM students should also apply the marketing technique to other form

of products to attract consumers to patronize other services the city can offer to the

growing public both the residents and tourists.

The application of the two direct marketing techniques should be tested

according to the profit and expenses that was incurred and gain to measure the most

effective technique for ABM students. The conduct of the study should be applied to

professional practitioners of direct marketing technique in Vigan city. Further study

should be conducted on the economic impact of marketing the Vigan city delicacies

using direct marketing method.

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TABLE OF CONTENTS

PRELIMINARIES PAGE

Title Page. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i

Certification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii

Approval Sheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii

Acknowledgement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iv

Dedication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vi

Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii

Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix

List of Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xii

Chapter

I. THE PROBLEM

Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Scope and Delimitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Theoretical Framework. . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 8

Conceptual Framework. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

Operational Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

Assumption of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Hypotheses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30

Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Population and Sample . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

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Data-Gathering Instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31

Data-Gathering Procedure . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .32

Statistical Treatment of Data . . . . . . . . . . . . . . . . . . . . . . . . . . . .33

II. PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

Profile of the Respondents in Terms of

Personal-related Factors, Business-related Factors

and School-related Factors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

Level of Practicability of Direct Selling Style. . . . . . . . . . . . . . . . . . . . . . . 37

Level of Practicability of Commercial Advertisement . . . . . . . . . . . . . . . . 42

Perspective of the ABM students in the two forms

of Direct Marketing Technique. . . . . . . . . . . . . . . . . . . . . . . . . . . . .46

Relationship between the Profiles of the Students and

Direct Marketing Technique. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Relationship between the Practices of the two

Direct Marketing Techniques and the Choice of

Effective Direct Marketing Technique . . . . . . . . . . . . . . . . . . . . . . .49

III. SUMMARY, CONCLUSIONS, AND

RECOMMENDATIONS

Summary . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .. .. . . . . . .. . . . . . . . 51

Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . .. . . . . . . . 52

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54

Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
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BIBLIOGRAPHY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

APPENDICES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

CURRICULUM VITAE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74

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LIST OF TABLES

Table Page

1 Distribution of the Respondents. . . . . . . . . . . . . . . . . . .. . . . . . . . . 31

2a Profile of the Respondents in Terms

of Personal Related Factors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

2b Profile of the Respondents in Terms

of Business Related Factors. . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . .36

2c Profile of the Respondents in Terms

of School Related Factors. . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . 37

3a Item Mean Ratings of the Respondent on Direct Selling Style

along the Mode of Interaction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

3b Item Mean Ratings of the Respondent on Direct Selling Style

along the Manner of Promotion. . . . . . . . . . . . . . . . . . . . . . . . . . . .39

3c Item Mean Ratings of the Respondent on Direct Selling Style

along the Location of Business. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

4a Item Mean Ratings of the Respondent on Commercial

Advertisement along the Style of Communication. . . . . . . . . . . . . .42

4b Item Mean Ratings of the Respondent on Commercial Advertisement

along the Method of Advertising. . . . . . . . . . . . . . . . . . . . . . . .. . . 44

4c Item Mean Ratings of the Respondent on Commercial Advertisement

along the Location of the Business. . . . . . . . . . . . . . . . . . . . . . . . . . 45

5 Distribution of Preferred Direct Marketing Technique of

SHS-ABM students. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

6 Correlation Coefficients between the Profile of the Students

and the Practice of the two Direct Marketing Techniques. . . . . . . .48

7 Correlation Coefficients between the two Direct Marketing

Techniques and Choice of Effective Direct Marketing Technique. .50