THE EFFECTS OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR OF

GRADE 12 ABM STUDENTS OF GARCIA COLLEGE OF TECHNOLOGY, INC.

A Research Study Presented to

Mrs. Ma. Ellen Grace D. Tan
Garcia College of Technology, Inc.
Osmeña Avenue, Estancia, Kalibo Aklan

In Partially Fulfillment of the Requirements

For the subject, Inquiries, Investigation and Immersion

By:
Shane Marie Retiro
John Ardy Dela Cruz
Franc Luis Zorolla
Collyn Alfaro
Ma. Althea Asilo
Kayla Cabes
Ronacyl Nemis Cardinales
Sunshine Castro
Ryza Therese Insao
Denisse Magdael

May, 2022
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Chapter 1

Introduction to the Study

This chapter consists of following parts: (1)

Background and Conceptual Framework of the Study, (2)
Statement of the Problem, (3) Significance of the Study, and
(4) Definition of Terms.

Part One, Background and Conceptual Framework of the

Study, shows the introduction and described the importance
of conducting the research. It presents the conceptual
framework that shows relationship between variables.

Part Two, statement of the Problem, present the general

and specific questions to be answered.

Part Three, Significance of the Study, present the

benefits that could be derived from the result of the study.

Part Four, Definition of Terms, shows the basic for our

study and defines the important and key terms used in the
study.
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Background of the Study

Most of the company uses media technology (like

television, facebook, tiktok, youtube and etc.) to promote
their products. Media Technology is a widely use platform of
many people and it’s a good way to establish relationship
with customers. Advertising has long been thought of as a
sort of marketing. Controlled communication aimed for
persuasion customers to buy or utilize a product using
methods and appeals a specific product or service (Defleur &
Dennis, 1996). The purpose of advertising is to inform
people about a company’s product and persuade them to use
its service.

In the Philippines, advertising has progressed beyond

traditional tri-media outlets (print, TV, and radio).
Electronic billboards, web advertising, mass transit or
public transportation advertising, special events and
product debuts, direct marketing, social media promotion,
and other techniques are now being used by local advertisers
to promote their products. Many market segments are
"localized" versions of product promotion and brand-
building, despite the fact that some advertisements use
Western image models or concepts. The employment of
celebrity endorsers or other high-profile persons in local
advertising is a tried-and-true strategy. This study seeks
to explore the factors that contribute to the effectiveness
of online advertisements and affect consumer purchasing
intention (Gaurav Bakshi, Surender Kumar Gupta, 2013). The
majority of the respondents (65%) agreed that online
advertisement is almost everywhere on internet. The internet
plays an important role in the consumer purchasing decision
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process than advice from friends/family and any other medium

such as television, newspaper etc. Global marketers and
advertisers are turning to online advertising because of the
unique and versatile capabilities of the Internet. The study
concluded that the impact of online advertising on consumer
buying behavior increased any other forms of advertising
(Vikramjit Singh, 2016).

As stated by Smith et al., 2016, Consumer behavior is

the study of the processes involved when individuals or
groups select, purchase, use or dispose of products,
services, ideas or experiences to satisfy needs and desires.
Most of the time, customer purchasing behavior is determined
by the buyer's liking or disliking of the advertised
product. A high-quality advertisement is more likely to
persuade customers to buy the goods, but a low-quality
advertisement will have the reverse effect. Consumer
behavior is new issue and a controversy subject and
challenging that includes individuals and what they buy, why
and how to purchase them, marketing and marketing mix of
marketing (Brosekhan & Velayutham, 2013). However,
Advertising has a tremendous impact on the lives of
consumers: it has the potential to deter bad behavior while
promoting socially beneficial behavior. (Langmeyer 1993 and
Hess 1974) studied the impact of advertisement on social
connections. It can be advantageous, but it can also deceive
and mislead customers (Davis 1994).

It was discovered by Kushagra Pal (2019), that

advertising is extremely important in promoting a company's
goods and services. Advertising has a tremendous impact on
consumer purchasing decisions. Deals and promotions,
 5

followed by pricing and product information, have a

substantial impact on consumer behavior. Every individual is
a consumer. There are rapid changes in demands and desires
of the consumers who are considered to be center of the
modern marketing. The principal aim of consumer behavior
analysis is to explain why consumers act in particular ways
under certain circumstance; it tries to determine the
factors that influence consumer behavior, especially the
economic, social and psychological aspects (Ayanwale, Alimi,
& Ayanbimipe, 2005).

Statement of the Problem

This study aims to determine the Effects of

Advertisement on Consumer Behavior of Grade 12 ABM students
of Garcia College of Technology, Inc.

Specifically, this study attempts to answer the following

questions:

1. What is the demographic profile of the respondents in

terms of sex and section?

2. What are the Effects of Advertisement on Consumers

behavior of Grade 12 ABM students of Garcia College of
Technology, Inc.?
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Conceptual Framework

Figure 1 shows the Independent and Dependent Variables of

the study.

Independent Variable Dependent Variable

Effect of Advertisement
Profile of the on Consumer Buying
Respondents: Behavior of Grade 12
a. Sex ABM student of Garcia
b. Section College of Technology,
Inc.

Figure 1. Effect of Advertisement on Consumer Buying

Behavior of Grade 12 ABM student of Garcia College of
Technology, Inc.

Theoretical Framework

Affective response theory

This theory focuses on the emotional response that

advertisement can generate (Holbrook and O'Shaughnessy,
1984). According to this theory, consumers form their
preferences based on the pleasure, feelings, or emotions
evoked by exposure to the message, with objective product
characteristics playing a lesser role (Gardner, 1985).
 7

Repeated exposure to the advertisement is also required to

identify the desired effects, but when the frequency of
exposure exceeds a particular threshold, the repeated
exposure loses its effectiveness (wear in - wear out
effect). This affective response considers the promoted
brand on the one hand, and the commercial itself on the
other. The creative notion could be mostly focused on
melody, which has well-known emotional impacts. The problem
with this approach is that it is impossible to distinguish
between affective and cognitive effects. Although it is
evident that advertising has emotive impacts, the cognitive
ones cannot be separated from them.

Persuasive hierarchy Theory

According to persuasive hierarchy theory, advertising

should have a multitude of effects on the consumer in order
to affect sales. Such effects are produced in a specific
order, with the first serving as preconditions while also
being the most crucial. Cognitive, emotional, and behavioral
aspects are thought to be involved in these consequences.
Deborah MacInnes and Bernard J. Jaworski C. proposed another
model aimed at intermediate effects generated by
advertising. (Yang and Smith, 2004). According to them,
there are six layers of mental processing that occur at the
consumer level: 1. An examination of the elements that
influence affective mood 2. Affective transfer effects in
primary categorization 3. The effect of meaning analysis is
a heuristic analyze 4. Information integration with primary
persuasive effects taking on roles that have persuasive
empathic effects 5. Construction procedures with self-
persuasion consequences the theories and models provided
 8

emphasize the significance of involving as a moderating

element in advertising communication.

Minimal involvement theory

An alternative response to the model promoted by

hierarchy theory persuasive. According to this theory, the
consumer response to advertising involves the following
stages: cognitive response, behavioral response and
affective response.

Theory of Reasoned Action

The theory of reasoned action was created by Martin

Fishbein and Icek Ajzen, and it is a consumer behavior
theory that focuses on the interaction between marketing and
the prior attitudes that customers bring to their purchasing
decisions. Consumers act on actions that they believe will
produce or get a specific outcome, whether familiar or
unfamiliar, according to the notion of reasoned action. As a
result, rational decision-making is the primary motivator
for consumers to buy. The importance of specificity over
obtuseness is emphasized in this consumer behavior notion.
To put it another way, a customer can only perform a
specific action if he or she has reason to believe that the
activity will result in a specific desired outcome. The
customer can change their mind or choose a different course
of action at any time between the time they decide to move
forward with a decision and the time the action is
completed.

Motivation-Need Theory
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The impact of Abraham Maslow's hierarchy of needs on

the broader psychological community was felt in 1943: a
theory that asserts that people act to satisfy and fulfill
their needs based on a system of five priorities of
increasing importance — physiological survival, safety,
love, esteem, and self-actualization. Maslow's hypothesis
was utilized in marketing and business classrooms to explain
why consumer-tailored marketing messages were so important
to sales success. Marketing strategies should emphasize
purchases that impart significance and urgency by appealing
to consumers in a way that relates to their level of need.
Marketers who are well-versed in motivation-need consumer
behavior theory can create ads and advertisements that are
focused on a fabricated need that they can manipulate within
the consumer. Luxury carmakers, for example, emphasize the
safety and security elements within their vehicles over the
aesthetic, persuading customers that spending money on an
expensive luxury car is appropriate because it meets the
requirement to provide physiological protection for oneself
and one's family.

Theory of Buyer Behavior

The fundamental principle of buyer behavior theory is

that purchasing behavior is invariably repetitive and prone
to developing a known purchase routine in order to save time
and simplify decision-making. To address this, the theory
seeks to identify the components of that decision-making
process, note any changes, and assess whether or not those
elements came from a commercial and societal context that
any one brand may influence. A buyer's preferred product is
 10

influenced by motives, alternative choices, or courses of

action, and any decision mediators that match the motives
with those alternatives, such as whether the buyer believes
coffee is better in the morning or evening, according to
this consumer behavior theory. There is room to locate a gap
and create something that fills that need by studying these
intermediaries, the alternative brands on the market, and
the brands that the consumer is aware of. Furthermore, when
a new customer is looking to buy a new sort of product
(product class), but lacks experience or knowledge of the
product, there is an opportunity. The information a buyer
wants or receives inadvertently from a third party is
filtered via the prism of what's required and how well that
product might meet that requirement. It might also be
compared to prior sorts of items and the current selection
made using a similar method. According to buyer behavior
theory, a buyer might generalize the experience of buying a
refrigerator and use that knowledge to guide the purchase of
a new dishwasher.

Scope and Delimitation of the Study

This research focuses on the Effects of Advertisement

on Consumer Behavior of Grade 12 ABM Student of Garcia
College of Technology Inc. The respondents of this study
will be the Grade 12 Accountancy Business and Management of
Garcia College of Technology Inc. in the School Year 2021-
2022. The results of this study will applicable only to the
respondents of this study and will not be used to measure to
the effects of advertisement on consumer buying behavior of
the students who do not belong to the population of this
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study. The main of data will be the questionnaire, which is

prepared by the researchers.

Significance of the Study

The results of the study will be beneficial to the

following: students, parents, teachers and future
researchers.

Students. This study will be beneficial to students by

giving them information and by making them aware of the
effect of advertisement to the customers behavior.

Parents. This study will help parents gain knowledge

and information about how can advertisement affect customers
behavior. This will serve a guide for parents to be more
aware of their children buying behavior

Teachers. This research will enable teachers to obtain

information about the effect of advertisement on consumers
behavior in different point of view of students and why most
of the customers relate first in advertisement before buying
the product.

Future Researchers. This research will assist them in

gaining information once they conduct research related to
 12

the study. This will also give them knowledge why customers
think about their needs before buying any goods or services.

Definition of Terms

Advertisement – something (such as a short film or a

written notice) that is shown or presented to the public to
help sell a product or to make an announcement.

In this study, it serves as a public notice to

consumers that promotes a certain product to attract buyers.

Costumers - a person who buys products and services for

his or her own use.

In this study, costumers serve as the main subject

of our study.

Consumers Behavior - the study of how, where, when and

why people buy, use and get rid of products or services.

In this study, Consumers behavior refers to

consumer way of thinking about the advertisement.
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Chapter 2

Review of Related Literature

This chapter present a review of related literature and

studies which have bearings on the study under
investigation. These will serve as guide and provide
direction to the conduct of the study.

Local Studies

According to the study entitled “Impact of

Advertisements on the Buying Behavior of Rural Consumers in
Laur, Nueva Ecija, Philippines” by Braza, Manglicmot,
Tecson, Woo, and Posadas (2022), Rural and urban populations
have different cultures, family, group relationships, and
values that account for differences in buying Behavior,
affecting rural and urban consumer behavior dynamics. Urban
consumers are more likely to shop at well-known, large-scale
stores or malls and stores with quality customer services.
Rural consumers are less product-innovative, less brand-
conscious, and more price-conscious (Chan, 2016). Given the
differences in economic and social development, it is safe
to assume that their buying behavior is dissimilar. Rural
 14

advertising, under rural marketing, may play a role in

bridging the widening gap between rural and urban economies.
Through marketing efforts, marketers may achieve rural
advertising by linking agriculture and rural enterprises to
rural and urban markets (Sarkar et al., 2016). Despite the
high levels of modernization in the urban communities here
in the Philippines, rural communities are still becoming
familiar with modern cultures and media. According to the
Philippine Statistics Authority, in urban areas, Filipinos
10 to 64 years old mostly watched television (97.3%) and
surfed the internet through social media (82.5%). On the
other hand, rural areas have high exposure to television
(94.4%) and radio (74.7%) and are the least exposed to
surfing the internet for research work and email (52.3%).
Urban people are inclined to consume broadcast media such as
television and the new media, namely, the internet. People
from rural areas are most likely to rely on traditional
media such as the radio and television. These conventional
media have been instrumental in educating the rural market
about various products offered in the marketplace. Still, as
awareness in rural areas increases, the market is also
exposed to the wide range of products provided since rural
markets are highly price-sensitive consumers. Formulating
strategies depends on the product category, target segment,
availability, accessibility, affordability, and awareness.

The Open to Export (2016) in their article “Capturing

Filipino Consumers”, there are several methods of
advertising that greatly affects the product preference of
Filipino consumers. Some of them are television commercial,
celebrity endorsements and advertising on the internet.
Television remains an essential part of Filipinos’ everyday
 15

lives, which is why they rely on commercials for product

information. Based on the survey done by the Nielsen Global
Consumer survey from the Philippines, it shows that
commercials increased (78%) of Filipinos’ brand preference,
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. Marketing studies have reported that famous
people increase awareness of a company’s advertising and
create positive feelings towards brands. 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 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 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 Studies
 16

Fatima and Lodhi (2015), they revealed that

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. Study critically evaluates these
factors which shape the buying behavior and provides the
deep insights towards the role of advertisements shaping the
consumer behavior.

Sathya and Indirajith (2016), they convey that the

consumer buying preferences are rapidly changing and moving
towards high-end technology products with acculturation.
Products which were once considered luxury items have become
a necessity because of the changing lifestyle and rising
income levels. With growth in disposable incomes, the demand
for high-end products such as television, washing machine,
refrigerator, and air conditioners has increased
considerably. It is also facilitated by the easy
availability of finance and prevalence of nuclear families.
Increasing in demand for consumer durable in the market the
fall in prices as Indian consumers are continue to attach a
high degree of importance to value for money.
 17

CHAPTER 3

Research Design and Methodology

This portion of research explains various methodologies
that were used to conduct the study. The methodologies
include research design, respondents of the study, sampling
technique, research instruments, data gathering procedure
and statistical data analysis will be discussed in this
chapter.

Research Design

The researchers will be using the method of Descriptive

Research Design through a process of data collection that
uses survey questionnaires. The main focus of this study is
to determine the Effect of Advertisement on Consumer Buying
Behavior of Grade 12 ABM Students of Garcia College of
Technology, Inc.

Respondents of the Study

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The respondents of the study are the Grade 12 ABM

Senior High School Students of Garcia College of Technology,
Inc. That are enrolled in second semester of School Year
2021-2022. The grade 12 ABM students are divided into three
section namely: Gates, Rockefeller, Jobs.

Sampling Technique

The total population of Grade 12 ABM Senior High School

Students of Garcia College of Technology, Inc. High School
Department is one hundred fifty-eight (158). The students
are enrolled in Accountancy, Business, and Management (ABM)
in the second semester of School Year 2021-2022. From the
given one hundred fifty-eight (158), one hundred thirteen
(113) are selected as sample size.

In this study, the researchers used the multi-stage

sampling procedure which consists of stratified random
sampling and systematic random sampling with random start in
identifying and selecting the respondents of the study.

Stratified random sampling is a method of sampling that

involves the division of a population into smaller groups
known as strata. In stratified random sampling or
stratification, the strata are formed based on members'
shared attributes or characteristics.

Stratified random sampling is also called proportional

random sampling or quota random sampling (Nickolas, 2019).

Systematic sampling is a type of probability sampling

method in which sample members from a larger population are
selected according to a random starting point but with a
fixed, periodic interval (Kenton, 2017). This interval,
 19

called the sampling interval, is calculated by dividing the

population size by the desired sample size (Hayes, 2019).

The sample size was derived using the Slovin’s Formula:

N
n= 2
1+ Ne

Where:

N = total population

n = number of samples

e = margin of error

A total of 113 respondents were derived using the above

formula which is called the Slovin’s Formula.

First step: The researchers determined the sample size

per strand through the use of Stratified Random Sampling
that was presented on Table 1. It said that there will be a
total of one hundred fifty-eight (158) Accountancy, Business
and Management (ABM) students in Grade 12. Through
Stratified Random Sampling, the researchers will arrive with
thirty-eight (38) respondents from section Gates, thirty-six
(36) respondents from section Rockefeller, thirty-nine (39)
respondents from section Jobs.
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Table 1. Sampling Fraction of the population, Sample Size,

and the Distribution of Number of Respondents according to
Strata.

ABM

SECTION POPULATION SAMPLING SAMPLE SIZE

TECHNIQUE

GATES 53 53/158 × 113 38

ROCKEFELLER 51 51/158 × 113 36

JOBS 54 54/158 × 113 39

TOTAL 158 113

Second step: After calculating the table above, the

researchers will identify the names of the respondents
through a systematic random sampling with a random start.
With the use of the list of names from the Registrar, the
names of Grade 12 ABM students will be numbered per section.
Students from section Gates will be numbered from one to
fifty-three (1-53), students from section Rockefeller will
also be numbered from one to fifty-one (1-51), and students
from section Jobs will be numbered from one to fifty-four
(1-54). After numbering the names of the students per
section, the researchers will determine the Sampling
Interval (k).

The formula to be used for getting the Sampling

interval is:

N
k=
n

Where:
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k = sampling interval

N = population/total number of respondents

n = sample size

After getting the Sample Interval (k) which is one (1),

the researchers will choose a number in each strand for a
random start. For Grade 11 ABM Students, numbers will be
chosen from 1-53 for Gates, 1-51 for Rockefeller, and 1-54
for Jobs. The number to be chosen by the researcher as a
random start is twenty-three (23) for section Gates,
Rockefeller, and Jobs. With the help of the chosen random
start per strand and sampling interval (k) which is one (1),
the researchers will be able to determine the names of the
respondents.

Research Instrument

As a research instrument, a survey questionnaire will

be used. A collection of questionnaires is prepared by the
researcher and distribute to the participants. The
instrument that will be utilized in this study is a 10-item
researcher-made questionnaire. This questioner will be
subjected to face validity testing by a panel of experts
before being used to gather the study's required data.

The URL to the google form will be used to disseminate

the questionnaire to the respondents. The survey is broken
into two sections. The first section compiles the necessary
data of the students. The second part is the questions
prepared by the researchers about The Effects of
Advertisement on Consumer Behavior of Grade 12 ABM Student.
 22

The responders will respond to the questions by checking the

appropriate box.

Data Gathering Procedure

Before conducting the survey, the researcher will asked

the permission of the school principal Mrs. Maria Ruella P.
Lachica through a letter requesting of her approval to
conduct the survey to the participants of the study will be
followed by a request that ask for a list of the enrolled
Grade 12, Accountancy Business and Management (ABM) students
of Garcia College of Technology, Inc. for the school year
2021-2022 from the Office of the Registrar.

The research instrument and its content and will be

validated by Inquiries, Investigation and Immersion adviser,
Mrs. Ma. Ellen Grace D. Tan who has theoretical and
practical knowledge of the subject. The expert will be the
one to evaluate the items of the questionnaires and assess
if the items measures the variable being studied.

Before conducting the research survey, the researchers

and respondents will have a short meeting about the
objectives of the study and the instructions on how to
properly and accurately answer the prepared questionnaires.

After conducting the survey, the researchers will

gather all the data and collected data will be arranged,
reviewed and analyzed meticulously and critically by using
the proper statistical technique or treatment.
 23

Chapter 4

ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the presentation, analysis and

interpretation of data. The data were described using
graphical presentation.

Profile of the Respondents

Table 2 shows the profile of the respondents, and it is
stated that thirty-four percent (34.5%) of the respondents
are from the section JOBS; thirty-three percent (33.6%) from
section GATES; while the remaining thirty-one percent
(31.9%) are from section ROCKEFELLER of ABM strand. It is
also stated in the table that eighty-five percent (85%) of
the respondents are females, while the remaining fifth-teen
percent (15%) are males. This means that most of the
respondents are female student.
 24

Table 2. Profile of the Respondents

ABM
Profile of the f %
Respondents
Section
GATES 38 33.6
ROCKEFELLER 36 31.9
JOBS 39 34.5
Total 113 100.0%
Sex
FEMALE 96 85.0
MALE 17 15.0
Total 113 100.0%

Advertisement triggers students to purchase the product

Table 3 shows the distribution of respondent’s opinion
if Advertisement triggers students to purchase the product.
It is stated that most of the respondents (73.5%) answered
sometimes, while least of the respondents (20.4%) answered
always and (6.2) of the respondents said that advertisement
didn’t affect their buying behavior.
This means that majority of the respondents fells that
advertisement triggers them to purchase the product
sometimes. Maybe because when they saw advertisement, they
can’t stop themselves to buy and try it.
Ayman (2022) It might be astonishing to know that fear
can be a great motivator for humans. Advertisement can
trigger personal emotion of a buyer. People always fear from
missing something out. Fear of Missing out is a fear that
other people might have better experiences and rewards,
 25

which encourages people to use certain products in order to

not miss out on whatever others have. That’s why many
advertisers acknowledge this fact and try to take advantage of it
to capture the audience’s attention and encourage them to buy.

Table 3. Distribution of the Respondents according to their

opinion if Advertisement triggers students to purchase the
product

Advertisement triggers students f %

to purchase the product
Always 23 20.4
Sometimes 83 73.5
Never 7 6.2
Total 113 100.0%

Become curious about a certain product, because of

Advertisement

Table 4, the distribution of the respondents on

becoming curious about a certain product, through
advertisement. The results show that (61.9%) of the
respondents answered "sometimes" they become curious about a
certain product, through advertisement. While (37.2%) of the
respondents answered "always", 09% answered "never" which
become the least.
More than half of the respondents answered "sometimes"
as they occasionally experienced becoming curious about a
certain product, through advertisement. It may be because
they're always using their phone that they always see some
advertisement through it.
 26

This result is supported by the study of S menon (2002)

that the effect of curiosity on the effectiveness of
Internet advertising. In particular, we identify processes
that underlie curiosity resolution and study its impact on
consumer motivation and learning. The dataset from our
simulated Internet experiment includes process tracking
variables, traditional attitude and behavioral intention
measures, and open-ended protocols. We find that a
curiosity-generating advertising strategy increases interest
and learning relative to a strategy that provides detailed
product information. Furthermore, though curiosity does not
dramatically increase the observed quantity of search in our
study, it seems to improve the quality of search
substantially (i.e., time spent and attention devoted to
specific information), resulting in better and more focused
memory and comprehension of new product information

Table 4. Distribution of the Respondents on becoming curious

about a certain product, through advertisement

Become curious about a certain f %

product, because of
Advertisement
Always 42 37.2
Sometimes 70 61.9
Never 1 9
Total 113 100.0%

Advertisement enable buyer to read the comments/feedbacks

about the product
 27

Table 5 shows that those who occasionally enable buyers

to read product comments/feedbacks have the highest
percentage (56.6%), followed by those who always enable
buyers to read product comments/feedbacks (40.7%), and those
who do not enable buyers to read product comments/feedbacks
have the lowest percentage (2.7 %).

This implies that many of us occasionally read

comments/feedbacks when buying products, but there are also
who read the comments/feedbacks before buying. This is the
reason why many of us getting disappointed when we accept
the products. That is why we must read the
comments/feedbacks when we buy products especially when
shopping online.

Ming Zhou et.al (2013) Online consumer product reviews

have long been considered an important form of electronic
word-of-mouth (eWOM) and have generated widespread interests
in business research fields. The reviews provide potential
buyers with product comments and evaluations from a user’s
perspective, which is generally believed to be neutral and
impartial. However, little research explored the bias in the
process of potential buyers’ browsing reviews. This paper
examines how the sequence of negative reviews, the quantity
of online feedback text and the quality of online comments
affect consumer purchase intention. The experiment’s results
suggest that the quantity and quality of online consumer
product reviews have a positive effect on consumer purchase
intention. However, consumers show a negativity bias for
products when negative consumer reviews concentrate in the
foreground.
 28

Table 5. Distribution of the Respondents According to their

opinion if advertisement enable them to read the
comments/feedbacks about the product

Advertisement enable buyer to f %

read the comments/feedbacks
about the product

Always 46 40.7
Sometimes 64 56.6
Never 3 2.7
Total 113 100.0%

Advertisement serves as a basis to choose the advertised

product over other product

In table 6, the data shows that majority of the

respondents which are (63.8%) expressed that they sometimes
choose the advertisement product over the other products.
While (28.3%) says that they always choose the advertisement
product over other products. Finally (8.8%) said that they
may not choose advertisement product over other products.

This suggests that the majority of respondents said

they occasionally choose the advertise product over the
other product. Maybe because the advertise product seems to
be more convincing and effective than the product they don’t
know. It's also possible that they're hesitant or unsure
about buying the product because of the reviews.

Pears and Rugue (1900) From the invention of the remote

control, which allows people to ignore advertising on TV
 29

without leaving the couch, to recording devices that let

people watch TV programs but skip the ads, conventional
advertising is on the wane.Writing9.com (2021) Ads can
provide people with valuable information about the product
they are in need of such as specific features, guarantee
period, power, and price. Eventually, this empowers them to
make a better selection among many available offers. Also,
this may seem very handy especially for people with a time
shortage.

Table 6. Distribution of the Respondents According to their

opinion if advertisement serves as a basis to choose the
advertised product over other product

Advertisement serves as a basis f %

to choose the advertised product
over other product
Always 32 28.3
Sometimes 71 63.8
Never 10 8.8
Total 113 100.0%

Advertisement allows people to discover new product

Table 7 shows that those who always discover new

products through advertisements have the highest percentage
(54.0%), followed by those who occasionally discover new
products through advertisements (45.1%), and those who do
 30

not discover new products through advertisements have the

lowest percentage (9%).

This implies that many of us discover new product

through advertisement, but also there are who occasionally
discover new product through advertisement. Maybe this is
one of the reasons why advertisement is the best way to
communicate to the customers. Advertisement helps informs
the customers about the brands available in the market and
the variety of products useful to them.

Fatima and Lodhi (2015), they revealed that

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. Study critically evaluates these
factors which shape the buying behavior and provides the
deep insights towards the role of advertisements shaping the
consumer behavior.

Table 7. Distribution of the Respondents on allowing them to

discover new product, through advertisement

Advertisement allows people to f %

discover new product
Always 61 54.0
Sometimes 51 45.1
Never 1 9
Total 113 100.0%
 31

To motivate the buyer to purchase, Advertisement gives

necessary information such as ingredients, benefits and
purpose of the product

The table 8 presents the data of the respondents who

are motivated to purchase because Advertisement gives them
necessary information such as ingredients, benefits and
product.

The table shows that 63.7% of the respondents are

sometimes motivated to purchase; the 34.5% of the
respondents clearly answered that they are always motivated.
While, 1.8% of the respondents answered they are never
motivated to purchase.

This means that majority of the respondents are

sometimes motivated to purchase a product. Maybe because of
the information and benefits advertisement can be the source
of knowledge and information that a buyer should know.

Karan (2022) The purpose of advertisement is to reach

out to the mass in the shortest time possible, with a
product or an idea, which may appeal to them. Some ads tell
us about the price of a product, whether it is a new launch
or its price has changed or it is on sale. Others tell us
about the product itself, make, quality, use, unique value,
etc. These factors influence our decision as we consider and
reconsider all these factors before buying a product.
Advertisements make us aware of what, why, when, where and
how we should buy a product.

Table 8. Distribution of the Respondents according to their

Opinion if advertisement gives necessary information such as
ingredients, benefits and purpose of the product that
motivates the buyer to purchase
 32

To motivate the buyer to f %

purchase, Advertisement gives
necessary information such as
ingredients, benefits and
purpose of the product

Always 39 34.5
Sometimes 72 63.7
Never 2 1.8
Total 113 100.0%

Become updated of the promos offered by the seller through

different advertisement

Table 9. Distribution of the respondents being updated

of the promos offered by the seller through different
advertisement. The results show that 59.3% of the
respondents answered " sometimes" most of the time they are
not updated when the seller is giving promos through
advertisement. While 38.9% of the respondents answered "
always", 1.8% answered "never" which become the least.

More than half of the respondents answered "sometimes"

it is because they are not directly informed by the seller.
Nowadays all of the information is in online, you must have
internet connection to be informed of the promos and
everything that you have to know about the product.

According to Lumen Learning (alsis35). A variety of

different sales promotions are conducted online. Common
online consumer sales promotions include incentives such as
 33

free items, special pricing for product bundles (buying

multiple products together), free shipping, coupons, and
sweepstakes. For example, many online merchants such as
Bluefly and Zappos offer free shipping and free return
shipping to encourage consumers to shop online. Some
companies have found that response rates for online sales
promotions are better than response rates for traditional
sales promotions.

Table 9. Distribution of the Respondents being updated of

the promos offered by the seller through different
advertisement

Become updated of the promos f %

offered by the seller through
different advertisement

Always 44 38.9
Sometimes 67 59.3
Never 2 1.8
Total 113 100.0%

Advertisement helps becoming more practical in choosing and

purchasing the product

Table 10. Distribution of the Respondents according to

their opinion if advertisement helps in becoming more
practical in choosing and purchasing the product.
 34

Table 10 shows that respondents who answered

"sometimes" believe advertisement helps becoming more
practical in choosing and purchasing the product have the
highest percentage (60.2%), followed by those who
occasionally answered that advertisement helps becoming more
practical in choosing and purchasing the product (37.2%),
and those who do not believe that advertisement helps
becoming more practical in choosing and purchasing the
product have the lowest percentage (2.7%).

This implies that many of respondents agreed that

through advertisement it helps becoming more practical in
choosing and purchasing the product, but they are also who
do not agree. Maybe this is one of the reasons why
advertisement is important because it guide and helps us to
make the right purchase decision.

This conforms to the study of Ingavale, D (2013),

stated that advertisements play a major role in persuading,
informing and reminding both potential and existing
customers towards making a purchase decision. It plays a
vital role in shaping dreams and aspirations and helps
customer take conscious product and brand decisions.
Measuring the influence of Advertisement in Consumer Brand
Preference is very essential for every marketer. If
advertisement does not create any positive change in
consumer's brand preference, all the resources such as
money, time and efforts will go in vain.

Table 10. Distribution of the Respondents according to their

opinion if advertisement helps becoming more practical in
choosing and purchasing the product
 35

Advertisement helps becoming f %

more practical in choosing and
purchasing the product

Always 42 37.2
Sometimes 68 60.2
Never 3 2.7
Total 113 100.0%

Advertisement leads people to impulse buying

In table 11, it exhibits the respondents’ opinion

whether advertisement leads people to impulse buying.it is
stated in table 11 that more than half of the respondents
(64.6%) answered that sometimes advertisement leads people
to impulse buying, while less than half of the respondents
(18.6%) agreed that advertisement indeed leads people to
impulse buying and the remaining (16.8%) said otherwise.

This means that more than half of the respondents agree

that sometimes advertisement leads people to impulse buying.
It maybe because of their desire to have that product
whether it’s for their needs or wants.

(Beatty & Ferrell, 1998). One who tends to make such

purchases is referred to as an impulse purchaser or impulse
buyer. Impulse buying disrupts the normal decision-making
models in consumers' brains. The logical sequence of the
consumers' actions is replaced with an irrational moment of
self-indulgence. Research findings suggest that emotions and
 36

feelings; both positive and negative, play a decisive role

in purchasing, triggered by seeing the product or upon
exposure to a well-crafted promotional message.

Table 11. Distribution of the Respondents according to their

opinion if Advertisement leads people to impulse buying

Advertisement leads Students to f %

impulse buying

Always 21 18.6
Sometimes 73 64.6
Never 19 16.8
Total 113 100.0%

Wanted to be on trend due to the different ads seeing

online, on TV and even on billboards.

Table 12. Distribution of the respondents wanted to be

on trend due to the different ads that they are seeing
online, on TV and even on Billboard's. In Table 12, it shows
that the highest rate of percentage (65.5%) of the
respondents choose "sometimes". While, (13.3%) of the
respondents chose "always" and the remaining (21.2%) chose
"never".

This means that more than half of the respondents

believes that they occasionally experience of wanting to be
on trend due to the different advertisements they're seeing
online, on TV and even on Billboards. It may be because they
 37

are always exposed to advertising media channels such as

television, out-of-home advertising and social media.

This conforms to the study of Sama (2019). In his

study, it is stated that marketers use different media
vehicles to send across an engaging message to the targeted
audience. One of those are newspapers, magazines, radio,
television and outdoor which are popular among marketers.
However, Internet advertising is the current trend. It
includes many forms of commercial content namely,
billboards, banner advertisements, corporate websites, e-
mail messages, interactive games and so on (Ducoffe, 1996).
In 2004, the amount spent for advertising on broadcast,
cable TV and radio were 44 per cent, which was marginally
higher than newspapers and magazines. This is because of the
positive effect of TV commercials and online advertisements
on consumers (Sadhasivam & Nithya Priya, 2015; Sorce &
Dewitz, 2007). Pongiannan and Chinnasamy (2014) established
empirical evidence for print media being the favorite medium
among the advertisers. However, contradicting the prevailing
notions, Trivedi (2017a) posited that viral advertisements
do not have a direct impact on consumers’ PI. Message
process involvement and attitude towards the brand mediate
the relationship between viral advertisements and PI. The
aforesaid inferences state that media affects consumer
behavior on various purchasing levels.

Table 12. Distribution of the Respondents wanted to be on

trend due to the different ads that there are seeing online,
on TV and even on billboards.

Wanted to be on trend due to the f %

different ads seeing online, on
 38

TV and even on billboards.

Always 15 13.3
Sometimes 74 65.5
Never 24 21.2
Total 113 100.0%

Chapter 5

SUMMARY, CONCLUSIONS AND RECOMMENDATION

This study aims to know the effects of Advertisement on

Consumer buying behavior of Grade 12 ABM Students of Garcia
College of Technology, Inc. during the second semester of
academic year 2021-2022. The respondents of the study were
113 grade 12 ABM students. The respondents were classified
according to their sex and section.
This study collected data on effect of advertisement on
consumer buying behavior using survey questionnaires through
Google Forms. These instruments consist of ten (10)
questions that evaluated the respondents answer about the
effects of advertisement on consumer buying behavior. The
respondents responded according to each question, and the
researchers conducted the survey virtually and online. The
 39

questionnaire also includes the profile of the respondents

to determine their sex and section. The data gathered was
encoded in Microsoft Excel and processed for data analysis
using the Statistical Package for Social Sciences (SPSS).
In addition, with the objectives of the subject, it was
hypothesized that the Effects of Advertisement on Consumers
behavior of Grade 12 ABM students does not significantly
vary according to their sex and section. Furthermore, it was
evaluated that the Grade 12 ABM Students have a wide-range
of comprehensive knowledge in regards to the effect of
advertisement on consumer buying behavior.

Major findings
Most of the respondents among Grade 12 ABM students of
Garcia College of Technology, Inc. were females. Most of
them were from section JOBS, followed by section GATES, and
least of the respondents were from section ROCKEFELLER.
Most of the respondents were sometimes trigger to
purchase and they occasionally become curious about the
product because of advertisement.
Most of the respondents were at times convince that
advertisement enable them to read the comments or feedback
about the product. However, advertisement sometimes serves
as a basis to choose the advertised product over other
product they don’t know.
A high number of respondents acknowledge that
advertisement allows them to discover new product. And many
respondents believe that sometimes advertisement gives them
 40

a necessary information about a product that can motivate

them to purchase
However, a high percentage of respondents occasionally
agree that advertisement helps them to become more practical
in choosing that could help them to make a right purchase
decision.
Most of the grade 12 ABM students acknowledge the
thought of advertisement sometimes lead them to impulse
buying.
Most of the respondents agree that occasionally they
want to be on trend because of the different ads they’re
seeing online, on TV and even on billboards it influences
their buying behavior.

Conclusions
On the basis of the findings of this study. It is
reasonable to conclude that:
The majority of respondents from Garcia College of
Technology Inc's Grade 12 Senior High Students chose the
option sometimes.
Most of the Grade 12 ABM students acknowledge the
thought that advertisement triggers them to purchase and
they become curious about the product, because of
advertisement. May be because by continual advertisement,
they become more familiar with the brand attributes that
could lead them to buy the said product.
Most of the respondents convinced that advertisement
enable them to read the comments or feedback about the
product. May be because advertisement can help them make
 41

decision whether to buy the product or not because of its

good/bad feedback.
Advertisements influence their purchasing decisions.
They are also reliant on the review. The majority of
respondents had purchased a product after seeing an
advertisement. Advertisement has the power to persuade
people to buy something. People use advertisements to get
information and make purchasing decisions. When it comes to
purchasing decisions, people's psychological, emotional, and
behavioral factors are crucial. Customers are greatly
affected by commercials, according to the majority of
respondents, because they arouse their attention.
According to the respondents, while commercials have a
positive impact on consumer behavior, most customers examine
their needs before acquiring goods and services. Because
customers make several purchases every day, consumer
purchasing behaviors are crucial in the market. Many
consumer purchase decisions are investigated in depth in
order to answer questions about what consumers buy, where
they buy it, how and how much they pay for it, when and why
they buy it. Because most grade 12 students are aware of the
consequences of referencing advertisements, they are more
likely to express their views about advertisements.

Recommendation
From the findings and conclusion of the study the
researcher recommends that the consumer's buying behavior be
continuously studied while developing advertisement
messages/Ads, Advertisement messages must be simple enough
for average customers to comprehend.
 42

Advertisement policies should be tailored to each

region, taking into account the socioeconomic position of
the target audience. To capture the attention of consumers,
a creative form of advertising must be used.
Advertisements should be offered on both electronic and
print media because recurrence of adverts on one type of
media may lose viewer interest. Consumer awareness and
comparison ads will be highly useful in attracting
consumers' attention using online advertising that has the
ability to grab people's attention.
Students should be knowledgeable in watching
advertisements because advertisements may give good or bad
effects.
Parents should research about the advertisement their
watching and must be aware of what might be the consequences
before making a decision. Parents should also guide their
kids in watching an advertisement and give them advice to
increase their knowledge about advertisement.
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