Impact of Promotions of Private and State Universities & Colleges to Senior

High School Students in Selected Public and Private High School in

Taguig City for the School Year 2013 2014

An Undergraduate Thesis Paper Presented to the

Faculty of College of Business Management

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Science in Marketing Management

Submitted by:
Albano, Krizel B.
Gulle, Michael Joseph S.
Labrador, Edna R.
Tejares, Lea G.
Villaber, Rex G.

OCTOBER 2013

APPROVAL SHEET
In partial Fulfillment of the Requirements for the Degree of Bachelor of Science
in Marketing Management, this thesis entitled Impact of Promotions of Private and
State Universities & Colleges to Senior High Schools Students in Selected Public and
Private High Schools in Taguig City for the School Year 2013 2014, has been
prepared and submitted by Krizel B. Albano, Michael Joseph S. Gulle, Edna R. Labrador,
Lea G. Tejares and Rex G. Villaber who are here by recommended for the Defense
Examination with a grade of ______.
_______________________
MR. ISAGANI TOLENTINO
Statistician

___________________
MR. MARVIN ABALOS
Content Consultant

Accepted and Approved in Partial Fulfillment of the Requirements for the Degree
of Bachelor of Science in Marketing Management by the committee on Oral
Examination.
_________________________
PROF. ASRAKAL K. DAWAI
Panelist

__________________
DR. JUVY D. CADAG
Panelist

_______________________
PROF. NORLYN I. GOZUM
Panelist

_____________________
DR. PAZ A. QUILINGUIN
Chairman of the Panelist

_______________________
DR.OFELIA M. CARAGUE
College Dean

Date:
October ____, 2013

___________________________
MR. JUPITER Q. WHITESIDE
Professor
Marketing Research

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ACKNOWLEDGEMENT

In the course of researching and preparing this thesis, we are deep gratitude to a
large group of individuals for their contributions, their participation, and assistance to this
endeavor.
Above all, we would like to thank the Almighty Father for giving us abundance of
guidance and strength all throughout the study for without Him, this study may not we
accomplished.
We would like to send our genuine and heartfelt thanks to our families and friends
who have relented their undying love and support, and for encouraging us to move on
further despite the difficult times.
To Mr. Jupiter Q. Whiteside, our Professor, for all the patience, perseverance and
dedication he had given, to be able to make this thesis one of a kind.
We would also like to express our appreciation to Mr. Tataro, our Statistician and Mr.
Marvin Abalos, our Content consultant, for their expertise, valuable time, suggestions
and knowledge given to us to make our study progress.
To the Department of Education National Capital Region Division of Taguig and
Pateros, for giving us approval and consent to conduct survey to the respective secondary
school principals (private and public) in able to determine the effectiveness of the
promotional tools to the senior high school students used by the Higher Education
Institutions (HEIs).
To the respondents who participated in the study, the researchers are very grateful
for your cooperation and patience with answering the survey for this study.

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To our friends and classmates, whom we shared laughter, advices, sleepless nights
and hangover to disregard the stress in finishing our study.
Last but not the least, to one another, for the encouragement, determination and
efforts put forth by each one. To the tough and funny times that made our thesis
memorable and treasuring until the end, indeed your works are commendable and
consequently they are highly appreciated.

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DEDICATION

We would like to dedicate this study to our Almighty God who made this
possible, to our friends and family and to our very much respected professors. We would
also like to dedicate this study to our respondents, particularly to the students of private
and public high schools of Taguig City. We are greatly hoping for this study to turn into a
significant mechanism for their partiality in seeking for a good school. We would also
like to entail this study to the Higher Education Institutions. This is to encourage the
improvement of their promotional strategies and innovations concerning to the interests
of the students and in due course increase the number of their enrollees. For our school
Taguig City University, we are grateful for this study to be reserved by them and utilize
as a means to lead the future researchers who will have the related study

TABLE OF CONTENTS
PRELIMINARIES
Title Page
Approval Sheet........................................................................................................ ii
Acknowledgement ................................................................................................. iii
Dedication ...............................................................................................................v
Abstract .................................................................................................................. xi
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
Introduction and Background of the Study ..............................................................1
Statement of the Problem .........................................................................................2
Hypotheses ...............................................................................................................5
Assumptions.............................................................................................................6
Conceptual/Theoretical Framework.........................................................................7
Significance of the Study .........................................................................................8
Scope and Delimitation of the Study .......................................................................8
Definition of Terms..................................................................................................9
CHAPTER II: REVIEW OF RELATED LITERATURE
Legal Bases ............................................................................................................11
Foreign Literature ..................................................................................................17
Local Literature ......................................................................................................26
Foreign Studies ......................................................................................................28
Local Studies ..........................................................................................................35
Justification of the Study .......................................................................................45

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CHAPTER III: RESEARCH METHODOLOGY

Research Design.....................................................................................................46
Determination of Sample Size ...............................................................................46
Sampling Design and Technique ...........................................................................47
The Subject ............................................................................................................47
Research Respondents ...........................................................................................47
Research Instrument...............................................................................................48
Data Gathering Procedure ......................................................................................48
Statistical Treatment ..............................................................................................49
CHAPTER IV: INTERPRETATION OF DATA .........................................................51
CHAPTER V: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS ................................................................................................71
Bibliography
Appendices
Survey Form
Curriculum Vitae

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LIST OF TABLES

Table 1 Profile of the Respondents ....................................................................................51

Table 2 Question No. 03 ....................................................................................................52
Table 3 Question No. 04 ....................................................................................................53
Table 4 Question No. 05 ....................................................................................................55
Table 5 Question No. 06 ....................................................................................................56
Table 6 Question No. 07 ....................................................................................................57
Table 7 Result from Assessment based on the Effectiveness of Promotion
In Influencing Senior High school Student Preferences as to
Brochures (Male) ...................................................................................................59
Table 8 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Brochures (Female) ................................................................................................60
Table 9 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Leaflets (Male) .......................................................................................................61
Table 10 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Leaflets (Female) ...................................................................................................62
Table 11 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Word-of-Mouth (Male) ..........................................................................................63
Table 12 Result from Assessment based on the Effectiveness of Promotion
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in Influencing Senior High school Student Preferences as to

Word-of-Mouth (Female) ......................................................................................64
Table 13 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
TV ad (Male)..........................................................................................................65
Table 14 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
TV ad (Female) ......................................................................................................66
Table 15 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Online ad (Male) ....................................................................................................67
Table 16 Result from Assessment based on the Effectiveness of Promotion
in Influencing Senior High school Student Preferences as to
Online ad (Female) ................................................................................................68
Table 17 Test of Significant difference on the Respondents Evaluation
on the Effectiveness of Promotion in Influencing
Senior High School Preferences ............................................................................69

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LIST OF FIGURES

Figure 1 Conceptual Paradigm.............................................................................................7

ABSTRACT

TITLE:

Impact of Promotions of Private and State Universities &

Colleges to Senior High Schools Students in Selected
Public & Private High Schools in Taguig City for the
School Year 2013 2014.

RESEARCHERS:

Albano, Krizel B.
Gulle, Michael Joseph S.
Labrador, Edna R.
Tejares, Lea G.
Villaber, Rex G.

PROFESSOR:

Mr. Jupiter Q. Whiteside

SCHOOL:

Taguig City University

DEGREE:

Bachelor of Science in Marketing Management

The main objective of this study was to analyze and assess the impact of promotions of
Private and State Universities and Colleges to Senior High Schools students in selected
Public and Private High Schools in Taguig City for the School Year 2013 2014.
This study sought to answer the following questions: (1) Where do you prefer to go in
college?

(2) Is academic reputation of State and Private Universities and Colleges

becomes influential to you in choosing school in terms of history, quality of education,

board and bar exam topnotchers? (3) Who influence you in choosing your school? (4)
What are you looking for on your future school in college? (5) In the promotional tools

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use by HEIs, which of the following attract your interest?

(6) How effective are

promotional tools influencing the students preference in terms of the following: Outdoor
Advertisement, Brochures, Leaflets, Word-of-mouth, Media tools, TV Advertisements
and Online Advertisements.
The researchers used quantitative method in conducting this study; the researchers make
questions that will cater the selected senior high school students to have more
information about the problem of the study. The questionnaire was divided into two (2)
parts, the first part contains the demographic profile of the respondents and the second
part is the supporting questions that will help solve the problem of this case. The Higher
Education Institutions incorporate different kinds of promotional strategies and
innovation to promote and increase the number of their enrollees every year. Thats the
reason why the researchers study the different promotional tools of every HEIs because
the researchers aim to know the impact of their promotions to selected senior high school
students in Taguig City. The researchers had one hundred fifty respondents coming from
the selected secondary schools.

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