-407674-3384595107945-335920A correlative study about Fast Food TV Commercials:
Effectiveness of advertisement to consumerism of
Grade 12 ABM students’ in
A Research Proposal in Partial fulfilment
of the Requirement in
Practical Research I
Cristobal, Marian Emmanuelle
Laplap, Dana Marie
Menor, Mark Darenz
Raquiz, Tracy Anne
12- ABM 2
THE PROBLEM AND ITS BACKGROUND
Background of the Study
Advertising is every businesses marketing strategy with the way it portrays their products as a way to inform, attract the customers’ attention and generate sales. Advertising is defined as a promotional marketing strategy companies use to create awareness about their products and services with the goal to generate a response from the target audience (Mogire&Oloko, 2014). There are a lot of advertisements used in a particular business; there are the use of Print Media which is composed by the Newspapers, Magazine, Directories, Direct mail, Catalogues and Leaflets; the Broadcast Media which is involves Radios, Outdoor and Transit Advertising and the use of Television Commercials; lastly, the New Media which consists of all the Online Advertising including Social Media (Queensland Government, 2017). One of the most prominent marketing strategies among companies is the Television Commercials (Gleeson, 2012). Most of the fast-food chains in the Philippines use television commercials to attract people into their market and to create brand recognition. The trends on fast-food television commercials in the Philippines however, are the family-oriented ones. The image of family in advertising has become a prominent symbol in advertising and is utilized in marketing campaigns to increase profits and to build a positive reputation to the costumers (Wikipedia, 2018). According to Goldsmith and Lafferty (2002), when consumer watches an advertisement about a brand and develops likeness for the product and then eventually willing to purchase it.
The purpose of this paper is to explore the relationship between fast-food television advertisements to the consumers’ preferences when purchasing a good and service. Furthermore, its purpose is (1) To identify how fast food television commercials affect the consumerism of the consumers’ (2) To determine the factors that affirms the effectivity of fast food television commercials (3) To determine the consuming behaviour of Grade 12 ABM students.
I.1 Statement of the Problem
The study primarily aims to explore the relationship between Fast-Food TV commercials to the consumerism of Grade 12 ABM Students in Adamson University.
Specifically, the researchers sought answers to the following questions:
What are the effects of Fast-food Television Commercials to the consumerism of Grade 12 ABM Students in Adamson University?
What is the relationship between Fast-Food Television Commercials to the consumerism of Grade 12 ABM students in Adamson University?
To what extent do fast food television commercials affect consumers’ decision?
I.2 Conceptual Framework
Input Process Output
Survey questions about the effectiveness of advertisement to consumerism Gathering data from the students using survey questionnaire
Analyzing the data from the survey
Findings from the data gathered
Presentation of the results The effectiveness of advertisement to consumerism of Grade 12 ABM students’ are determined.
There are no significant relationships between fast-food television commercials and the consumerism of Grade 12 ABM Students of Adamson University.
There is a significant positive relationship wherein Fast-food Television Commercials affect the consumerism of Grade 12 ABM Students of Adamson University.
I.4 Scope and Delimitation
This present study seeks to know the correlation of the effectiveness of Television commercials to the concept of consumerism of the Grade 12 ABM Students of Adamson University. The study is limited on the variation of the perception and experiences of the respondents as reflected by their consuming behaviour. The total number of respondents to be used is 45 which will be chosen by convenient sampling technique.
I.5 Significance of the Study
The study aims to find the relationship between Fast-food Television Commercials and its effect on the consumerism of Grade 12 ABM Students. This study will particularly be beneficial to the following:
Future Researchers, who can benefit from the study and can use it as their reference,
Fast-food Companies, who can apply the findings of the study to improve their marketing strategies and incline them with their customers’ preferences,
Advertisers, who can market their products with the best possible advertising strategy by knowing the effects of TV commercials to its viewers,
Students, who can gain information that they can utilize later on and can help them in identifying the different consuming behaviours.
I.6 Definition of Terms
Advertising is the process of introducing a product or services offered by a company to their possible customers.
Brand Recognition may refer to the ability of an individual to identify a certain product based on its physical characteristics.
Effectiveness refers to the impact an object makes to an individual
Consumerism refers to the concept that consumers avail products out of necessity or out of self-satisfaction.
Correlative is the identifying the positive or negative relation between two different topics.
Customers refers to the individual who consumes or avails products and services offered by a business institution.
Marketing Strategies are one of the essentials of business to keep growing and remain standing in the business world.
REVIEW OF RELATED LITERATURE AND STUDIES
International Literature and Studies
Advertising has become important factors which influence the customer buying behavior. It has become one of the major factors which directly influence the buying behavior of the customer of every brand (UK Essays, 2013). According to American Marketing Association advertising has been defined as a “form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” It is a business and commercial transaction which purpose is to promote goods and services, and is directed towards mass public. The ultimate goal of advertisements is not only to generate sales or profits but to also create brand awareness among its target audience. Advertisements are a source of attaining the attention of the consumer and to expand the exposure and subsequently enable the information to impact the brand awareness of the audience and thus impact the decision-making process of customers.
Advertising is a marketing weapon known to its impact on viewer’s mind. It tends to last longer and as it reaches a broader mass of consumers. In marketing mix, there are 4P’s: product, price, place, and promotion. As advertising is a subset of promotion mix, it serves as a strategy to sell a product or service. Advertising is a major tool to create awareness and market the product to potential consumers for eventual purchase decision. (Raju, 2013)
I.2 Television Commercials
The strongest impact of advertisements has been seen on television as compared to print media or the radio. According to a study conducted by Rana (1995), it revealed that the impact of television advertisements was the strongest amongst all the other forms of media, and also that in television advertisements the purchase behavior were the greatest. Furthered argued by H. Vasdev in 2015 that Television advertisements are the most authoritative, influential, and persuasive advertising medium as compared to other forms of media such as Radios, Print and Newspapers. T.V. Advertisements usually play a role in either introducing a product, reinforcing the familiarity to the product, and also convincing your audience to purchase the product (Koshy & Manohar, 2016).
One of the most effective medium to influence the purchase decision of consumers is television advertisement (Hassan, 2015) .According to an investigation performed by Ansari and Joloudar (2001), due to positive influence of television advertisements, customer’s satisfaction was increased up to 56 percent.
I.3 Purchase intention
Based on the study by Khuong and Nguyen (2015), the result reflects that when consumers choose one product to purchase, they tend to make the final decision which depends on their intention, which had been made before. Therefore, most marketers state that consumers? purchasing intention is an effectively method of predicting purchase goods. Likely, purchase intention can be defined as an individual’s conscious plan to make an effort to purchase a brand. Furthermore, purchase intention has played a very essential role in the world of business, because the companies want to maximize the number of sale of their product for the purpose to enlarge their profit.
Local Literature and Studies
II.1 Television is still the Primary Producer of Ads
In the Philippines, airing television commercials is considered as the first in terms of its affectivity. According to a survey by Kantar Media (2016), there are about 96.6% of Filipinos who watch TV daily. Their prolonged exposure to TV makes it the most dominant medium in terms of advertising because of its easy access especially for places without internet connectivity. From a statement of Jay Bautista, majority of the places in the country are still considered as rural. That’s why he thinks that TV will still remain as the primary producer of advertisements, considering its viewer rate caused by news and other TV programs.
II.2 Evolution of TV Ads in Philippines
The marketing strategy has evolved through time, this contribute in the increasing of channels that are used to advertise different brands, but the more the channels, the riskier it is for the company whether to trust the channel for they might not be certain that their campaign would succeed. In Kantar Millward’s study (2018) he had surveyed that 89% of the viewers have observed the wide range of TV commercials in places, but many Filipinos didn’t like the idea of these channels taking over the advertising campaigns because some ads are annoying for them.
However, because of the many mediums in TV, the marketers are also worried that they might not succeed in risking money to advertise. Not all the channels are viewed or patronized by the people.
According to Nicco de Jesus, the possible outcome of these TV ads providing the viewers the same content in their product is not an effective way in advertising. The viewer’s preference changes from time to time because of their different interests. That’s why the advertisers must think of creative ways to continuously catch the viewer’s attention and to persuade them in purchase the product.
Advertising is considered as a factor that drives the consumer’s buying behaviour and it also contribute in creating brand recognition and brand awareness towards the consumers. The brand’s prolonged exposure to the consumer can have an impact to their customers. In the Philippines, television advertisements can be considered to have the strongest impact to the viewers. For TV ads have both visual and audio type of presentation, so it could really stimulate the viewer’s emotionally and mentally. TV advertisements can also be considered as influential and persuasive compared to other media in advertising.
Purchasing intention can also contribute in the buying decision of a customer and TV advertisements have an effect on their ‘purchasing intention’. It also plays an important role in business for different businesses and companies compete with each other in utilizing sales to make more profit. Different marketing strategies has been put into play by companies to increase their brand recognition and TV commercials still plays the bigger role in terms of different medium. That is why companies explore other ways of enriching their TV ads to encourage more people into buying the product that is showcased.
This chapter deals with the methodology of the study. This is presented on the following sections: (a) research design; (b) respondents of the study; and (c) research instrument.
The researchers will conduct the study using the Phenomenological type of research design where the focus will be on the experiences of the respondents when buying a good or acquiring service. The researchers aim to analyze the meaning of their experiences. They will also use quantitative and correlative method wherein they will acquire data and information by exploring the relationship between the TV Commercials and its effect on the consumerism of Grade 12 ABM Students in Adamson University.
Respondents of the Study
The total number of respondents to be used in the study will be 45 students. The respondents will be selected in accordance with the convenient sampling, a type of sample where the respondents will be chosen according to the researchers’ convenience.
In this study, the criteria neeeded for an individual to qualify as a participant of the study: (a) one must be in enrolled in Adamson University during the A.Y. 2018 – 2019; (b) one must be enrolled as a student under the Senior High School Department; (c) one must be taking up the Accountancy, Business and Management (ABM) strand; and lastly, (d) one must be currently in the 12th grade.
The researchers are conducting quantitative and correlative method wherein the researchers will explore the relationship between Fast-food TV commercials and how they affect the consumerism of Grade 12 ABM students. In gathering data, the researchers will be formulating a questionnaire in relation to the research questions and will be conducting surveys to the said respondents.
Books, Journals & Researches
Ansari, M. E., & Joloudar, Y. E. (2011). An Investigation of TV Advertisement Effects on Customers’. International Journal of Marketing Studies, 175-181.
Goldsmith, R and Lafferty, B, (2002). Consumer response to Web sites and their influence on advertising effectiveness. Internet Research. 12. 318-328. 10.1108/10662240210438407.
Mogire, V. B. ;Oloko, M. Advertising promotion strategy and brand equity: a comparative
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Hassan, A. (2015). Effects of TV Advertisement on Consumer Buying Behaviour: A Comparative Study of Rural-Urban and Male-Female Consumers. International Journal of Innovation and Applied Studies, 608.
Mogire, V.B. and M. Oloko, 2014.Advertising promotion strategy and brand equity: A comparative study of ariel and omo washing powders, Nairobi-Kenya. Int. J. Manag. Commerc.Innov., 2(1): 22-29.
Rana, E . R. (1995). Television use by Adults and Children: A Multivariate Analysis. Journal of Consumer Research, 8(9):154-161.
Raju, D. D. (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management (IOSR-JBM) , 14 (4 ), 37-45.
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Khuong and Nguyen (2015). The Effects of Television Commercials on Customers Purchase Intention – A Study of Milk Industry in Ho Chi Minh City, Vietnam. Retrieved from http://www.joebm.com/papers/297-BM00002.pdf
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