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ARELLANO UNIVERSITY

(2600 Legarda St. Sampaloc, Manila)

“The Engender of TV Advertising and its Impact to the

Consumer Preferences in Arellano University Legarda”

A Senior High School

Thesis Presented to the Faculty

Of the Accountancy, Business and Management, AU, Manila

In Partial Fulfillment of

The Requirements for the Strand

Accountancy, Business and Management

AUTHORS:

Nayre, John Leoj

Moncayo, Kimberly

Paulino, Karen Pauline

Tejero, Colene Anne

Valderrama, Vanessa Mae

Yap, Lyrah Glenn


ABSTRACT

Measuring the influence of advertisement in consumer buying preference is very essential

for every consumer. If an advertisement does not create any positive change in consumers

buying preference, all the resources such as capital, time and efforts spent on advertisement will

go in vain. Most consumers use Advertisement as a strategy to get the attention of new

customers make the existing customers stay. This research studies about “The Engender of TV

Advertisement and Its Impact to the Consumers Preferences in Arellano University Legarda”.

Every product in this market use advertisement as major weapon to overcome fierce competition.

There are numerous advertisement of different products exposed in Television. But, the main

thing here is, the consumer want to identify that, do all these advertisement positively

influencing the consumers product preference. In order to study the influence of advertisement in

consumer product preference, three main variables are considered with appropriate dimensions.
ACKNOWLEDGEMENT

The researchers would like to express their gratitude to the following:

First and for most, the researchers would like to thank God. He gave them the strength to

complete this task. Without him, the researchers would have lost hope.

To the researchers’ research project teacher, Mr. Gino Barcelona, who guided the

researchers to complete their work. The researchers would like to thank him for understanding

and giving them tips for their thesis.

The researchers would also like to thank their classmate for helping them understand

what to do next. Without them, the researchers would be in a state of confusion.

And lastly, the researchers would like to thank their respondents, without them, this study

would not be possible.


Table of Contents

Introduction…………………………………………………………………………. 1

Statement of the Problem…………………………………………………………….. 1

Significance of the Study…………………………………………………………….. 1

Scope and Delimitation ……………………………………………………………… 2

Conceptual Framework………………………………………………………………. 2

Theoretical Framework………………………………………………………………. 3-5

Hypothesis……………………………………………………………………………. 5

Definition of Terms……………………………………………………………………5-6

Review Related Literature………………………………………………………….. 6-14

Methodology…………………………………………………………………………. 15

Method Used………………………………………………………………………….. 15

Research Design………………………………………………………………………. 15

Research Instrument…………………………………………………………………... 15-16

Sampling Technique…………………………………………………………………... 16

Results and Discussion………………………………………………………………… 16-19

Summary……………………………………………………………………………….. 20

Conclusion………………………………………………………………………………20

Recommendation……………………………………………………………………….. 21

Bibliography……………………………………………………………………………. 21

Appendices
INTRODUCTION

This research paper is about The Engender of TV Advertising and Its Impact to the

Consumer Preferences in Arellano University Legarda. The researcher aims to know the cause of

TV Advertising and the impact of it to the student of Arellano University. The purpose of this

research is to know the reaction and the impact of TV advertising to the consumers in Arellano

University Legarda. The researchers would like to know the importance of TV advertising to the

consumers. And also to know what kind of TV Advertising that is effective for them to believe.

Statement of the Problem

1. How the factors affect the buying preference of the respondents?

2. What is the level buying preference of the respondents?

3. Is there a significant relationship between the variables?

Significance of the Study

This study was significant to the following:

Students - This study will help them to know the cause of TV Advertising and its effect and they

will also know the importance of advertisement .This is also beneficial to them because this will

help them not to reflect the advertising.

Teachers - The teachers are also a consumer so this study will help them to know how TV

advertisement affects individual

Future Researcher - This study will help them to their research if it is related to our topic. This

will also help them to do for their research on innovative and appropriate TV advertising.
Scope and Delimitation

The coverage of this study is only focused on the Engender of TV Advertising and Its

Impact to the Consumer or the Student in Arellano University. The scope of this study is limited

for the students who watch TV advertisement in their home, school or any other place by the use

of their TV.

The purpose of this study is to know the Engender of TV Advertising and to know its

impact to the consumer or student.

Conceptual Framework

The Engender of TV
Advertising and its
Impact to the Consumer
Preferences in Arellano
University Legarda,
Manila

EMOTIONAL Pleasure
RESPONSE
Arousal
Dominance

ENVIROMENTAL Sensory
RESPONSE Stimulus

BEHAVIOR
Theoretical Framework

Studies of various researchers showed that there is strong relationship between television

advertisement and consumers’ buying behavior (Anwar, 2012; Farooq, Shafique, Khurshid, &

Ahmad, 2015; Malik et al., 2013). Religiosity also influences on consumer buying

behaviorpattern (Bailey &Sood, 1993). In this model, cognitive theory is core theory behind

television advertisement, consumer buying behavior, and religiosity but in different ways.

According to our model, we propose that television advertisement has strong impact on

consumer buying behavior. However, religiosity as a moderator has changed the impact of

television advertisement in the presence of women portrayal. Thus, we examine the influence of

television advertisement on consumer buying behavior via moderator of religiosity. Because

religiously committed consumers strongly react and feel resentment and sorrow when he sees

something negative to his faith (Virvilaite&Matuleviciene, 2013). Religiously committed

consumers take portrayal of women in television advertisements against the religious faith. So

using women in television advertisement in odd styles and manners will lead to negative reaction

by the religiously committed consumers towards any particular product. Following is the

framework for our study.

Advertising is a non-personal paid form where ideas, concepts, products or services, and

information, are promoted through media (visual, verbal, and text) by an identified sponsor to

persuade or influence behavior (Ayanwale et al., 2005 and Bovee, et al. 1995).

Emotional Response: Advertising is to create understanding, liking, and selection of

product or services. The most influencing theory in marketing and advertising research is

attitude-towards-the-ad. However, the attitude that is formed towards the ad help in influencing

consumer’s attitudes toward the brand until their purchase intent (Goldsmith & Lafferty, 2002).
Consumer buying behavior is based on the concept and idea that he/she simply decided to

purchase a product or service at the spot (Adelaar et al., 2003). The major aim of advertising is to

create positive attitude towards the ad and the brand until consumer purchases that product and

through this positive attitude create emotional response in the mind of consumer (Goldsmith &

Lafferty, 2002). That is why basic aim of advertising to encourage people to buy things and

creates awareness (Bijmolt et al., 1998). According to the traditional attitude theory consumer,

behavior is predicted from consumer attitude when consumers buy the brand, which they like the

most. An attitude may be defined as “acquire behavioral disposition” (Smith & Swinyard, 1983).

HoweverAdelaar et al. (2003) explained that behavior is produced by emotional response, which

is created by three factors:

Pleasure: the state in which person feel good, happy, or joyful in a particular situation.

Arousal: the state of feeling that is varying from person to person in different situations

i.e. feeling of excitement, active, bored, or sleepy.

Dominance: this defines individual feelings, which are in control of or free to act in a

particular situation.

When consumer watches an advertisement about the brand and develops likeness for the

brand and then eventually willing to purchase it (Goldsmith & Lafferty, 2002). The terminology

for ‘actual buying behavior’ is that consumer in real sense purchase the product or services

(Adelaar et al., 2003). The objective of consumer buying behavior is to determine the factor that

influence consumer to act in a particular way but in different situation (Ayanwale et al., 2005).

Another component of effective advertisement that creates emotional 116 response is the

consumer ability to recall the brand ad (Goldsmith & Lafferty, 2002). Thus, the relative
importance of brand recall will depend on the extent to which consumer makes product related

decisions, which leads to the brand awareness (Keller, 2006). This brand awareness helps in

ensuring the recall ad, which has the competitive advantage over those brands that are not

recalled easily. Thus positive attitude towards ads have more ability to recall the ads then those

having negative attitude (Goldsmith & Lafferty, 2002). Brand knowledge through advertisement

helps in influencing brand salience in an away that the quantity and sparkle of the memories

about the brand thought to be in buying situation that creates emotional response towards ads

(Holden & Lutz, 1992). However, individual uses cue in different buying situation for recalling

the brand ad and greater chance of brand to be retrieved of any buyer, when different attributes

are attached to the brand, which creates brand association (Romaniuk & Sharp, 2004). As

emotional advertising is considered most effective tools, so that consumer ultimately gives

emotional response to that product (Brassington & Pettitt, 2001). Normally, a positive

relationship between visual, verbal and text intensity of media and emotional response has been

found (Bezijian et al., 2008).

Hypothesis

Ho: There is no significant relationship between the consumer and the TV advertisement.

Ha: There is significant relationship between the consumer and the TV advertisement.

Definition of Terms

Arousal - The state of feeling that is varying from person to person in different situations i.e.

feeling of excitement, active, bored, or sleepy.

Dominance - This defines individual feelings, which are in control of or free to act in a

particular situation.
Engender - Cause or give rise to a feeling, situation, or condition.

Pleasure - The state in which person feel good, happy, or joyful in a particular situation.

Review Related Literature

In today's competitive world it is very difficult for company to compete with each other.

The fierce competition has given rise to various ways through which organizations can compete

with each other. This rapid globalization has given a rise to a fast economic condition, has had a

very signification effect on information and technology. Information reaches people in a split

second and become aware of every company's goods and services and the activities that are

being rendered by them in order to promote or sale products or services. As a result the

competition gets fiercer and sometimes this either creates challenges for some company's and for

some opportunities. It is here that companies decide of adopting and sometimes introducing

effective marketing strategies in order to sell its goods or services, and those too must be able to

attract the consumer to the product.

In order to attract the consumer's some organizations introduce new products whereas

some organizations advertise in order to attract the consumers. The later is considered to be one

of the most influential ways of attracting consumers, since advertising not only creates awareness

about the product among the consumers but also entertains them. Even though past studies have

agreed that advertisement, especially TV advertisement, is the most effective media source since

it attracts consumers attention. Advertisements affect the perceptions of the consumers and it can

influence the consumer's buying decisions. According to past research of Zuraida & Uswatun

(2009), that there are three factors that make an advertisement effective; the influence of

advertisement on consumer buying behavior, the communication process, and decision making.
Advertisement has been defined variously by a number of people. 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

commercial transaction which is done in order to promote goods and services, and is directed

towards a vast audience and is not for individuals only. The ultimate goal of advertisements is

not to generate sales or profits; this can only be done once people are aware of the particular

product. The overall goal of advertisement is to create the brand awareness among the consumers

which in affect influences their buying behaviors. (Blacks Academy)

It is the most vital goal of advertisement to influence or persuade the consumers to

purchase a particular product over its competitors. According to Terence A. Shrimp, 2008,

advertisement transfers affect to a brand. There are a various number of arguments that how can

the effectiveness of advertisement be measured. Advertisements are a source of attaining the

attention of the consumer; this is done in order to increase the publicity and hence allow the

information to influence the brand awareness and as a result influences the decision making of

consumers. that advertisements build brand awareness, which in return strengthens the attitudes

of the consumer towards the brand and their purchasing decisions (Dahlen & Lange, 2008).

Dahlen (2008) concluded that the increase in advertisement exposures results in an increased

brand awareness and also the attitudes of non-consumers. In this rapid globalization consumers

are well aware of what they will see in an advertisement, this information not only persuade the

particular behavior of consumer but also promotes the buying of the product

Advertising comes in many forms; traditional and internet media. When we talk about

traditional media it includes Television, radio, magazines, newspapers and direct response. As

described by Wang C. et al., the main two purposes of advertisement is to build the brand and is
also used as a direction, which directs the consumer about the products brand (Fernandez and

Rosen, 2010; Lohse and Rosen, 2010). This study makes use of TV Advertisement and its impact

on the consumer buying behavior of Pakistan by using questionnaire survey.

It is highly argued that advertisements are the main source of providing information to

the consumers in order to make them aware of any goods and services reality and its advantages,

and this ultimately results in convincing the consumers to purchase them (Mac Kenzie, 2009).

Advertisement has been playing a very vital role in order to attract the consumers for various

products, goods or services for organizations. The different media available to advertise has

increased over the years and such media leaves a strong impact on the consumers. The 21st

Century has come with a dawn of increased advertisements in all the fields of life. It is the most

effective way of delivering most of the information. The various kinds of advertisements are:

 Print Advertisement  Broadcasting

 Outdoor  Celebrity

Print Advertisements include advertising in newspapers, magazines, etc. It has been used for

many years now and is of low cost as well. It can be used by anyone after paying a specific

amount of money according to the space used by the sponsor.

Outdoor Advertisements include the day to day billboards that we see daily. They can be seen

on highways, shopping areas, or along general roads in Pakistan. They are costly as compared to

print media. Outdoor could also include different sponsorship events by companies. For example

Pepsi sponsors the Pakistani Cricket Team for its matches, this is an outdoor activity for Pepsi

and a huge amount has to be paid for it. As the term describes it, broadcasting media includes

television, internet, etc. Television and the internet have been very popular amongst all the media
types and have a larger impact on the consumers as compared to radio advertising. Through

television and internet people can interact, but radio is quite different and difficult since there are

no visual elements involved.

Celebrity Advertisements include the use of spokesperson or a celebrity as an endorser for a

particular brand. For example in Pakistan Wasim Akram is the spokesperson for Accu Check, an

instrument that checks the sugar level of diabetic patients. Since Wasim Akram himself is

diabetic people can easily rely on what he says in the advertisements and hence it impacts their

buying behaviors.

The influence of television is however very vital since it is a means of communication in

an audio and visual manner. A television is the most effective way of communicating ideas to a

wide spread audience. The three fold purpose of a television advertisement is either the

introduction of a new product, supporting the product familiarity or just convincing the audience

to purchase a particular product. Since the past few years, advertisements have played a vital role

in marketing strategies and have been a centres of attention among a large number of people

throughout the world. Advertisements create sentiments, emotions and sometimes convey hidden

yet important messages. It has been influencing the lives of millions of people and is found in

our daily lives. Through attractive measures Television advertisements are the most influential

forms of media since. 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 (2008), it

revealed that the impact of television advertisements was the greatest amongst all the other forms

of media, and also that in television advertisements the purchase behavior were the greatest.

According to Kotler (2010) advertising is a set of activities that present and promote

ideas, goods, or services, is non-personal through an identified sponsor. Through advertisement a


relationship is built between the manufacturer/produce and the ultimate consumers.

Advertisement does not directly impact the consumer's buying behaviors but helps in creating

awareness among the consumers. Advertisements are created in order to accomplish the purpose

of marketers; communicating the product to the consumers. Therefore an advertisement must be

able to influence the consumer's buying decision. There are several objectives of advertising

campaigns. A good advertising campaign must be able to communicate the information to the

consumers in such a way that the awareness about the product is increased hence increasing their

buying behaviors towards a particular product. The several objectives of a good advertising

campaign are presented in the table below.

To Inform

Informing the market of new goods and services

New usage of products

Informing about any price changes

Persuasion

Building of brand preferences

Changing buyer perceptions of product attributes

Persuading buyers to purchase

Remind

Maintaining top of the mind brand awareness

Keeping the product in the mind of consumers during off season


Adapted from Kotler et al. 2010

The above table shows the various objectives that advertisements try to achieve; which

have been divided according to the purposes that include informing, persuading and reminding.

According to Kotler et al. 2010 when a new category of product has to be introduced, more and

more information is given through advertisements in order to create a demand among the

consumers, this advertisement in made more persuasive when the competition rises. And in the

end consumers are frequently reminded about the product so that it does not fade away in the

mind of the consumers (Kotler et al. 2010)

According to Aaker, 2013 brand awareness is the ability of a consumer to recognize and

recall a brand in various situations. Brand awareness includes brand recall and recognition, brand

recall is the ability of a consumer to recall a brand after seeing it in a category, whereas brand

recognition is the ability of the consumer to identify a brand when a cue is given to them.

According to Keller (2013), brand awareness influences the purchase decisions through brand

associations, positive images, and marketing. Further argued by Keller, 2013; Macdonald &

Sharp, 2009 that consumers purchase products that are known to them and are familiar with the

product, this is possible through brand awareness which influences the purchase intentions. Percy

&Rossiter (2008) showed agreement that brand awareness helps the consumers in recognizing

the particular product and hence influencing the purchase decisions.

Brand awareness is one of the most vital factors that influence the consumer's purchase

intentions which may also lead to influence the consumer's purchase decision. According to

Dodds et al., 2011 Grewal et al., 2010 a product which has a higher level of brand awareness is

more likely to get consumer's higher preference. Further argued by Aaker and Keller (2011) that

a product which has a high brand awareness and good brand image easily promotes brand loyalty
and the more high brand awareness is, higher the brand trust and purchase intentions of the

consumer.

Advertisement is a very important information provider which creates a better market and

positive image amongst the consumers so that they can easily make a decision according to their

needs and demands (Norris, 2007). Further argued by Polly and Mittal (2011) that product

information which is communicated through advertisements play an important role in altering the

attitudes and behaviors of the consumers towards advertisement as well as the buying behaviors

of the consumers once their needs have been met after the information of the particular product

or service has been communicated through Television advertisement. The decision process of

consumer is divided into five steps:

 Identification of Problem

 Searching for Information

 Deciding between various choices available

 Making a decision, and then

 Making the final purchase

It is however not necessary that consumers go through these steps every time, they are

mostly influenced through the various television advertisements. Past research on advertisement

has shown that characters are the main influencers on consumer behavior, but the roles of the

consumer and involvements are the main influencers on the buying behaviors of consumers. It is

the most vital objective of any advertisement to communicate to the target audience and to bring

about an impact on the awareness of consumers, their feelings and hence their buying behaviors.

Companies all around the world are spending millions in order to communicate properly to the
consumers. According to Arens 2008, consumers go through two stages while wanting to

purchase goods or services. These include mental as well as emotional stage, and ultimately this

satisfies the demand of the consumers. Here it is worth mentioning that there are various

numbers of factors that impact the consumer behaviors. These may be internal and external

factors. The consumer's purchase decisions are influenced by a number of reasons and such

variables are outside the control of advertisers or marketers; these factors maybe cultural, social,

personal, and psychological which ultimately influence the buying behaviors of consumers.

Cultural Factors:

Culture is defined as the values, perceptions, wants and behaviors that prevail in a society

(Ibid), and a culture ultimately develops different needs and behaviors of people. It is important

to understand that every culture has its own influence on the way consumers behave while

purchasing a certain product or service. And this may also differ from one country to another.

Personal Factors:

Personality traits differ from one person to another, hence the personal characteristics

also influence the perceptions of the consumers while purchasing goods and services. These

include age, income, lifestyle etc. Which influence the consumer's buying behavior.

Social Factors:

Another factor that influences the buying behavior of consumers is the social factor.

These social factors relate to the society we live in, including family, social groups, which are

influencing the behaviors of people. According to Kotler et al. 2010 a group which has a direct

impact on any individual is the membership groups in which people become a part of a specific

group. Such groups have a significant impact on the behaviors of individuals.


Psychological Factors:

Psychological factors include the factors in which an individual beliefs and perceptions

influence their behaviors. Beliefs and perceptions can be developed through a number of

variables; one of the most commonly used is through advertisement. How advertisements create

consumers beliefs and perceptions about any product. It is therefore an important factor which

impacts the behaviors of consumers. This again differs from person to person; if a person is

satisfied he or she is expected to take any particular action according to the satisfaction level.

And some may do nothing about it at all. Such new changes and experiences are formed in an

individual's behavior results in the consumer's belief and feelings which as a result influence

their buying behaviors (Armstrong et al. 2005).

Brand Awareness:

Brand awareness in one of the most vital tools which flows information of a product to

the consumers so that they are able of identifying products and also giving an edge of sustainable

competitive advantage to companies (Aaker, 2010). Further argued by Aaker, 2010 that this

awareness has a significant impact on the purchase/buying decisions of consumers once they

have become familiar with the product.


METHODOLOGY

Method Use

Descriptive Research systematically documents current events, lasting products or other

phenomena that can be measured directly by researcher today. It can take the form of

questionnaires, palls, survey of case studies. Descriptive statistic is used to summarize and give

order to the measurements made in descriptive research.

Correlational Research reflects a natural evolution from descriptive research method.

Correlational studies reveal systematic relationships between descriptive parameters acceleration

facilitates prediction of one parameter based on another.

Research Design

Survey Method is a quantitative method whereby a researcher poses some set of

predetermined questions to an entire group, or sample, of individuals. Survey research is an

especially useful approach when a researcher aims to describe or explain features of a very large

group or groups. This method may also be used as a way of quickly gaining some general details

about one’s population of interest to help prepare for a more focused, in-depth study using time-

intensive methods such as in-depth interviews or field research. In this case, a survey may help a

researcher identify specific individuals or locations from which to collect additional data.

Research Instrument

Standardized Tools that measure a specific skill, quality or characteristics, or related

groups of these attributes. When using a standardized instrument, the same information is

gathered from every subject, in the same form making comparison among individuals and groups
possible. Although it is possible for programs to develop their own standardized instrument, we

recommend that you select an instrument from the standard measures that have been developed

professionally. It consists of a survey sheet that has multiple questions and a possible choices and

preferences.

Sampling Techniques

Simple Random Sampling is the purest and the most straightforward

probability sampling strategy. It is also the most popular method for choosing a sample among

population for a wide range of purposes. In simple random sampling each member of population

is equally likely to be chosen as part of the sample. It has been stated that the logic behind simple

random sampling is that it removes bias from the selection procedure and should result in

representative samples. Ideally, the sample size of more than a few hundred is required in order

to be able to apply simple random sampling in an appropriate manner. It can be argued that

simple random sampling is easy to understand in theory, but difficult to perform in practice. This

is because working with a large sample size is not easy and it can be a challenge to get a realistic

sampling frame.

RESULT AND DISCUSSION

In this part the researchers presented the analysis, interpretation, explanation of general

table and data based on the sequence of the problem stated.

This study is conducted to show The Engender of TV Advertising and its Impact to the

Consumer Preference in Arellano University Legarda.


PROBLEM NO.1: How satisfied are you with the current type of advertisement in this

category?

TABLE 1

TYPES OF ADVERTISEMENT

VERTICAL
QUESTION MEAN
INTERPRETATION

1. 3.87 Very Satisfied

Total 3.87 Very Satisfied

Interpretation: Based on the table 1 respondents rated very satisfied which has a mean of 3.87,

as the highest satisfaction and has a total 3.87 mean.

PROBLEM NO.2: How the factors of TV Advertisement affect the buying preference of the

respondent?

TABLE 2

FACTORS OF TV ADVERTISEMENT

VERTICAL
QUESTION MEAN
INTERPRETATION

2.1 3.87 Very Satisfied

2.2 3.34 Moderately Satisfied


2.3 3 Moderately Satisfied

2.4 3.33 Moderately Satisfied

2.5 2.93 Moderately Satisfied

2.6 3.73 Very Satisfied

2.7 3.87 Very Satisfied

2.8 3.2 Moderately Satisfied

Total 3.41 Very Satisfied

Interpretation: Based on the table above factors artist of the product and new trial which has

3.87 mean; and earlier usage which has 3.73 mean that the respondents rated very satisfied. And

the factors; quality which has 3.34 mean; brand which has 3.2 mean; store preference which has

3 mean and promotion of the product which has 2.93 mean that respondents rated moderately

satisfied and has a total of 3.87 mean that rated very satisfied.

PROBLEM NO.3: What is level of the buying preference of the respondents?

TABLE 3

BUYING PREFERENCE

Question Mean Vertical Interpretation

3.1 2.87 Moderately Satisfied

3.2 3.74 Very Satisfied


3.3 2.94 Moderately Satisfied

3.4 3.6 Very Satisfied

Total 3.29 Moderately Satisfied

Interpretation: Based on the table above, the routine purchase which has 3.74 mean and

expense decision making which has 3.6 mean has been rated very satisfied by the respondents

while the limited decision making which has 2.94 mean and impulse purchase which has 2.87

mean has been rated moderately by the respondent.

PROBLEM NO.4: Is there a significant relationship between the variables?

TABLE 4

SIGNIFICANT RELATIONSHIP OF THE VARIABLES

Variable Mean Tcom Ttab Interpretation Decision

Factor 3.41 1.22 1.699 Significant ACCEPT

Buying 3.29 relationship Ho

Preference

Interpretation: Based on the table above and rating given by the respondents can see that the

type of advertisement and buying preference has been the highest satisfaction among all and just

followed by the factors.


Summary

After the data were gathered, tabulated, analyzed and interpreted the researchers came up

the following findings.

1. The different factors of TV advertisement that may affect the buying preference of the

respondents.

2. The level buying preference of the respondents.

3. There's a significant relationship between the variables.

The following findings answers the problem presented at the beginning of the research study. It

is summarized and discussed clearly and briefly.

Conclusion

Based on the study findings, the researchers have drawn different conclusions that are

related to the summary of the findings.

1. The researchers conclude that the New Trials Product is the most factors that affect the

buying preference of the consumer or the respondents.

2. The dependent and independent variable has the same mean which is 0.4835 it means that

the factors of TV advertisement affect the buying preference of the consumer or the

respondents.

3. The researchers conclude that there is a significant relationship between the two

variables.
Recommendation

Based on the findings of the researchers these researchers recommended to the following:

 To the Consumers – The researchers recommend to help them make a decision in

buying a product and to help them choose a good quality by the help of TV Advertising.

 TV Advertising Company – The researchers recommend to help them improved the

advertisement to catch the customer interests and to not neglect by them.

 Future Researchers – The research this to them to provide some data for those who

wish to study the issues further.

Bibliography

https://www.slideshare.net/harishvasdev/effectiveness-of-t

https://www.ukessays.com/essays/marketing/impact-of-tv-advertisement-on-consumer-buying-

behavior-marketing-essay.php

https://hbr.org/1999/03/competing-with-giants-survival-strategies-for-local-companies-in-

emerging-markets
Appendices A Presoned R

Respondent X Y

1 2.88 4

2 4 2.5

3 3.5 2.75

4 2.75 2.75

5 3.13 2.5

6 3.5 2

7 2.63 4

8 2.75 4.25

9 3.13 3.5

10 3.5 4

11 2.63 4.25

12 3.25 4.25

13 3.38 4

14 3.38 4.25

15 3.13 3.75
16 3.63 3.75

17 3.5 3.75

18 3.63 3.25

19 4.25 2.75

20 3.5 2.75

21 3.25 2.75

22 3.38 2.75

23 3.5 2.75

24 4.13 2.75

25 4.25 2.75

26 3.5 3

27 3.38 3

28 3.63 3.25

29 3.38 3.25

30 3 3.25

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