Effect of Advertisement On Academic Grade 12 Students On Consumer Behavior in Dee Hwa Liong Academy

DEE HWA LIONG ACADEMY
Sta. Maria Compound, Marcos Hi-way,Santolan

Pasig City
CHAPTER I
PROBLEM AND ITS BACKGROUND
Introduction
In today’s modern society with modern technology, advertising has the power to
persuade, the power to influence the mind and shape destiny. It has the power to
change markets and improve profit margins (Thomas, 2013). Thus, there are different
ways to advertise, like on television, radio, newspaper, out-of-home and billboards.
Having this modern technology all of the companies easy to advertise their product
because of the help of internet.
Although these advertising media proved the evolution of the pace of human
life effective, advertising needs to adapt since radio and television is not readily
available for lives on the move and credible print media is too bulky and costly. Since
the advent of the Internet, it has been filling for the lapses of the earlier mentioned
media. Different media can have the technical ability to transfer messages across each
other and combining it (e.g., online journalism and radio podcasts) (Wilzig and Avindor,
2004). Therefore, the adaptation of advertising to the Internet era appears to be
inevitable.
The most accommodated activity in the Internet is Social Networking Sites
(SNS), especially Facebook. With their 1.04 billion active daily users they are topping
every other competition worldwide. This has changed the face of advertising in - this
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Pasig City
generation. Facebook CEO and Founder Mark Zuckerberg, found a way to make his
website much more marketer-friendly by launching what he called ‘social ads’. It is
created to help advertisers make some of the best ad campaigns (Klassen, 2007). This
allows organizations personalities, artists, politicians just to name a few create their own
personalized pages where users can interact with them by adding them or following
them. Users can also share this information to their own network through their own
feeds (Gangadharbatla, 2008) by following it, liking it and commenting on it.
Moreover, Facebook has truly revolutionized advertising by finding a way to
narrow down its target audience. To fully understand how this is achieved, people must
first take a peek as to how an advertiser on Facebook exposes his/her material. When
advertiser uploads his/her ads, Facebook will automatically tally the options toggled by
the advertisers with the user information. When Facebook finds compatible results, the
advertisement automatically shows up to the target audience’s feeds, making this
method of targeting wildly successful.
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Background of the Study
Advertisement is a powerful tool to persuade consumers to buy a certain product.
It is an advantage used by businessmen and entrepreneurs to attract customers yet it
has negative effect for the sake of those who buy products. They can easily deceive by
advertisement, taking them away from what is real.
Even though advertising is considered as the lifeblood of the businesses, it has
bad effects on its consumers. It uses manipulative tactics that influence in ways
consumers don’t even realize.
Following are the review of major research work on the topic which is related to
the present study:
Maheshwari, Seth & Gupta (2016) in their article “An empirical approach to
consumer buying behaviour in Indian automobile sector" has concluded that
advertisement effectiveness positively influences consumer buying behaviour.
Ha, John, Swinder & Muthaly (2011), in their research paper "The effects of
advertising spending on brand loyalty in services" have discovered that advertising
spending has impact on consumer’s perceived quality of the product, consumer’s loyalty
and satisfaction level.
Kumar & Raju (2013) in their paper “The Role of Advertising in Consumer
Decision Making” have found that advertisements are able to change the consumer’s
opinion about a particular product.
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Advertising has always known to be one of the key factors that affect consumer’s
decision making process. In this paper, we have attempted to combine different sets of
variables from these previous studies to test and analyse how they impact consumer’s
buying intention.
Social Imaging. Advertisements generally have influence on how we perceive
things around us. Through various types of advertisements, especially TVCs portray
how a user of a certain product is or should be. It sometimes shows the social class the
user of a product belong to, their lifestyle and attitudes.
Spending. Advertising spending can have an effect in the buying behaviour of
people in a sense that the more money spent can be linked with the quality of
advertisement and the frequency of advertisement. It may result in creating a lasting
impression in consumer’s mind. Advertising is an important extrinsic cue signalling
product quality (Milgrom & Roberts, 1986). Heavy advertising spending shows that the
firm is investing in the brand, which means the organization has a huge investment and
thus implies that they might have a better quality of product (Kirmani & Wright, 1989). In
addition, advertising spending levels are good indicators of not only high quality but also
good buys (Archibald, Haulman & Moody, 1983).
Yoo, Donthu & Lee (2000) examined the impact of the marketing mix variables
on consumer behaviour. The approach focuses on the indirect effect of these
determinants on brand loyalty. Since advertising spending affects expectations of
product or service quality in consumer’s mind (Kirmani & Wright, 1989; Yoo, Donthu &
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Lee, 2000; Moorthy & Zhao, 2000), its role should be indirectly linked to brand loyalty
implying that rather than the advertisement itself, it is how advertising affects customer
perception of the firm that is more critical in impacting consumer buying behaviour (Ha,
Janda & Muthaly, 2011).
Conceptual Framework
This study focused on the respondents’ effects of advertisement of consumer
behaviour on the respondents’. In this study, effects refer to the feedback advertisers
receive from the people like: reaction from the advertisement and response to the
advertisement.
Advertisement
Entertainment Spending
Consumer
Familiarity Buying Age
Behaviour
Social Imaging Gender
Figure 1.Conceptual paradigm of the study
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Pasig City
Statement of the Problem
This study aims to know the perceived effects of advertisements on academic
grade 12 students’ consumer behaviour.
Specifically, this study should be answering the following questions:
1. Is there a relationship between advertisement and consumer behaviour
2. What type of advertisement encourage a consumer to buy the products
a) Social Media
b) Televisions
c) Radio
d) Print Ads
3. What aspect of an advertisement encourage a consumer to buy
a) Tagline
b) Jingle
c) Artists
d) Product itself
Significance of the Study
This study aims to improve the importance and concepts of online advertising
for the students of Dee Hwa Liong Student, specifically students. It enlightened the
respondents on how the social networking sites influenced the entire industry of
advertising using the popular site, Facebook.
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The findings of this study are beneficial to the following:
To the Student, They will be aware of advertising strategies and tactics using the new
media. The importance of social network in our society, especially to the business.
To the companies, The extra information and knowledge it comes from the expansion
to the new social networks. Also, this study will help them in creating a better ways in
making an effective advertisement to reach their target audience and help to improve
their target income.
The Future Researchers. The researchers would be able to understand well the effect
of advertisement in consumer behavior of the Dee Hwa Liong students. By researching
about it and creating a survey about this particular topic. This research can help the
next generation with the similar topic of this research
To the Community. They become aware on the effects of advertisement of on the
consumer behavior of the individual.
To the Parents. so they will be informed on the effects of advertisement on the
consumer behavior of their children. They are also provided a strong basis that their role
is very significant.
Scope and Delimitation
The notion of determining the effects of advertisement on the strand of
academic grade 12 students’ on the respondents’ consumer behavior in Dee Hwa Liong
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Pasig City
Academy. Thus, the researchers decided to limit the study particularly grade 12 Dee
Hwa Liong students.
The research’s objectives are to change and strengthens the students’ mind
about choosing a particular product or good, to prevent scamming and also to avoid
fake products which are produced by good advertisement, and lastly, for the students to
be aware in choosing or basing their used products on some advertisements out there.
The researchers choose at least 150 above on academic grade 12 senior high school in
Dee Hwa Liong Academy as respondents’ we use as the subjects of the study,
academic year of 2019-2020.
Definition of Terms
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CHAPTER II
REVIEW OF RELATED LITERATURE
This chapter contains concepts and literatures, after the thorough and
comprehensive study done by the researchers. It aimed to explore and identify related
studies which can support the results in the present study.
Conceptual Literature
Advertisements
In today’s modern society with modern technology, advertising has the power to
persuade, the power to influence the mind and shape destiny. It has the power to
change markets and improve profit margins (Thomas, 2013). Thus, there are different
ways to advertise, like on television, radio, newspaper, out-of-home and billboards.
Having this modern technology all of the companies easy to advertise their product
because of the help of internet.
According to Susan HC and Jae H Pae (2002) the global advertising literature
focuses on standardisation and customisation from a strategy perspective, without
much consideration of consumers' perceptions toward advertising. This study aims to
investigate consumer perceptions of customised and standardised TV advertisements in
the China market. The moderating roles of brand familiarity and execution style on the
advertising standardisation have also been observed. Therefore, well-known brands
with transformational appeal are more likely to succeed in China.
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A study by Rajagopal (2011) the impact of radio advertisements on urban
commuters towards buying behaviour in retail stores and attempts to determine the role
of radio advertising on dissemination of information on the sales promotions. The impact
of radio advertisements on the store choice and buying preferences are analysed based
on empirical investigation.
On the otherhand, Ian Linton (2019) Print media advertising is a form of
advertising that uses physically printed media, such as magazines and newspapers, to
reach consumers, business customers and prospects. Advertisers also use digital
media, such as banner ads, mobile advertising, and advertising in social media, to
reach the same target audiences. The proliferation of digital media has led to a decline
in advertising expenditure in traditional print media, but print isn't dead.
Social Network Site
Over the past years, a social networking occurrence has surfaced. Social
Networking Sites (SNS) have grown from a niche to a mass online activity, in which tens
of millions of internet users are engaged, both in their leisure time, and at work (Cachia,
2008). Communication and information are some of the factors that engaged people to
socialize within a community. Nowadays, it is rampant in our society to communicate
and to get updated in daily news, advertisements and information. This is because of
the service provided by the Social Networking Site or SNS.
SNS is defined as a web-based services that allow individuals to create a public
profile within an enclosed system, articulate a list of other users with whom they share a
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connection with and to outlook and navigate their list of connections within the system
(Boyd and Ellison, 2013). Basically, it is an online application or program that uses
internet services which can build social communications and social relations among
people.
The main objective of SNS is the practice of increasing the number of one's
production and contacts by building associations through individuals (Rouse, 2015). Its
concept is to provide a rapid interaction of one person or group to another.
The emergence of Social Media has changed the way consumers interact
together but also with companies. Consumers, through their growing use of Social
Media and by using word-of mouth, have now a powerful and even greater influence on
peers. Social Media platforms and tools allow users to share contents, recommend
products and tell about their positive and negative consumers experience with
companies (Brown, and Hayes, (2008).
Therefore, SNS gets to connected with other people such as your families,
relatives and friends worldwide. It helps the people to send a message even do there
fare from each other and allow them to interact with other people.
Some of examples of famous social network sites we are using are Twitter,
Facebook, Instagram, and Youtube. All of this are having their on usage, function, and
applications.
Online Advertisements
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Advertisements have been part of people’s daily life. It is everywhere. People
hear advertisement through the radio, read on newspaper or magazine and even pops
up on the internet and on social networking sites while browsing and searching (Dyer,
1982).
Like how traditional advertisements are the lifeblood of traditional media, a main
chunk of the Internet economy nowadays is being propelled by online advertising,
wherein it effectively subsidized many websites, one of which is Facebook.
(Gangadharbatla, 2008). In Online Advertising, consumers can now interact
electronically and instantly which can be perceived as the future of advertising as
opposed to other forms of advertising like TV advertising (Yaakop and Hemsley-Brown,
2011).
Today, Facebook is the fourth most visited website in the world (Duggan et.al,
2013). With such prevalent use, it has turn into a popular place for advertising. Thus,
advertisements placed on SNS, such as Facebook, may give researchers more control
over targeting recruitment advertisements, produce more participant diversity, and
reduce the prevalence of ‘professional participants’ who respond to ads. (Dean, et.al,
2015)
However, certain issues can be obstacles or springboards to the success of
online advertising like advertising credibility, advertising avoidance, privacy trust and
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interactivity (Mohamed, 2013).These factors may limit or enhance the audience interest
in the advertised product and/or services.
SNS Advertising
SNS emerged as one of the most powerful media for advertising across the
globe. Companies had a great shift in budget investing less from high cost in advertising
because of SNS advertising (Khanna and Saxena, 2013). Jackson (2011) stated that
SNS has the ability to increase our networking potential or work with others regardless
of distance presents new ways for us to do business.
Social networking has become one of the most popular online activities and
account for most of the time spent online by internet users (Curran, et.al, 2011). SNS
such as Facebook and Twitter are popular advertising locations because SNS is also
popular among the target audiences as well, especially between the young adults
(Stutzman, et.al, 2013). Marketers now have a new window of opportunity to target a
specific demographic: the young adults and students, through social media. Marketers
also experienced advancement in the interaction with their advertisements through
comparison in the click-through rate (CTR) of SNS advertising rather than the slowly
fading banner type advertisements (Mohamed, 2013).In fact, one out of every five
online ads is found in SNS (Curran et.al, 2011).
According to Zhu Yan (2007) the advertisement translation can be defined as a
dynamic process of ostensive-inferential interpretation. Relevance is a very important
factor in the course of linguistic communication of achieving the advertising functions.
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The validity of advertisement translation is influenced by cognitive contexts, but it is
relative to the degree of convergence between the relevant factors. To improve the
validity of advertisement translation the most effective strategies are seeking the optimal
relevance of linguistic expression, cultural images and canonical form as well as
information content of the discourse.
According to Rajesh Kumar Srivastava (2010) global advertisement will be
effective and how it is perceived; is it affected by consumers' age, education, religion
besides collectivism, and individualistic behavior.
Consumer Behaviour
Shiffman and Kanuk (2004) explain the meaning of “consumer behavior” as the
behaviour that consumer behaves in the form of acquiring, buying, using, evaluating, or
consuming product, service and idea to fulfill own need, and be the study of the decision
making of consumer in spending resources, both money, time and power for consuming
products and services that included; what to buy, why to buy, how to buy, when to buy,
where to buy, and how often to buy.
A study by Sharma (2007) finds that nowadays consumer is not easily swayed by
a celebrity in an ad but he needs full fledge information about the product also, followed
by brand name, overall appeal, and music/ jingle. Advertisements being endorsed by
celebrities are found to be less attractive and that the use of celebrities may not change
the buying behaviour of consumers significantly.
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Wertime and Fenwick (2008,) added that ‘consumers are more likely to be
participating than watching’ stating that these last years we have been witness of a shift
in the consumer behavior from being ‘consumers as viewers’ to ‘consumers as
participants. This new behavior is reflected by their increasing use of Social Media to
become a participant. Consumers’ purchasing decision-making process appears thus to
be influenced by Social Media in its different stages.
According to, Rose et al.’s (2009) The importance of examining sub‐cultural
attitudes when assessing the animosity of individuals from one nation toward the
products of other nations.
There is a wide range of factors that can affect consumer behaviour in different
ways. These factors are divided by Hoyer et al. (2012) into four broad categories:
situational, personal, social and cultural factors.
On the other perspective, leonidou et. al’s (2019) the personality and cultural
traits were found to be important predictors or moderators of consumer attitudes and
behavior, their relationship to consumer animosity has not yet been studied.
Research Literature
The following study aimed to clarify and give details about the insight of
consumers to the modified ad placement on social network site.
In the study of Advertising on social network site, Curran et.al, (2011) states
that “Facebook marketing can target advertisements based on user’s demographic
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profiles and stated interest, likes and dislikes, offering advantages over alternative
forms of advertising.” Facebook also has the ability to change the consumer’s buying
behavior. If the consumer wants to avail of a product, they now log in to Facebook and
view the comments of their peers regarding that product (Curran, et. al., 2011). People
tend to rely more on the experiences of others about a certain product or services.
Yaakop, et al., (2013) stated that the marketers and advertising designers can
also understand and pay more attention on how the users of Facebook perceive the
advertisement when making advertising decisions.
Weigmann (2011), however, concluded in her study that users do not purchase
products because of Facebook. She continues to say that users are not aware of ads in
Facebook. This may be due to the small attention span of users. According to the
Statistic Brain Research Institute, the attention span of humans went down by 33%, to
only 8.25 seconds in 2015. Furthermore, Weigmann (2011) said that users do not let
Facebook influence their purchase decisions. She further argues that users are
selective on who they interact with on Facebook.
Synthesis
Consolidating all the aforementioned studies and discussions, the
following insights have been emphasized: Cachia (2008) and Boyd and Ellison (2013)
conferred the significance and the effects of SNS in today’s generation, while Yaakop
and Hemsley-Brown (2011), Dean, et.al, (2015), Curran, et.al, (2011) articulated the
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competence of using SNS, particularly Facebook, as a coherent way of advertising
products or services within your chosen target audience. Meanwhile, the factors that
may obstruct the success of online advertising were discussed Madden (2012).
Innovation in online advertising is inevitable. Advertisers nowadays have this
new scheme to promote and introduce their advertisements through social networking
sites. This idea helps the online advertisements click in just a short span of time.
Facebook is their most effective tool in online advertisement in which most of their
target audience is an active user. Using Facebook became an online daily routine of an
individual. However, not every individual has the same interest on how this application
can help them magnify the use of this SNS.
Facebook is the most powerful social networking tool that can accommodate all
the necessary inputs in online advertising and it produces optimum results for both the
users and advertisers.
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CHAPTER III
METHODOLOGY OF RESEARCH
This chapter includes the research methods to be used, target respondents of
the study, data gathering instruments, data gathering procedure and the statistical
treatment of data.
Research Design/ Paradigm
Respondents of the Study
Research Locale
Dee Hwa Liong Academy is located in Sta. Maria Compound, Marcos Highway,
Santolan, Pasig City. It is a Chinese-Filipino academic school wherein it is established
on year 2001.
Data Gathering Instrument
The questionnaire used was validated by experts; it composed of sixteen (16)
questions. The given questions are sufficient to know the objectives and this will also
help prevent unnecessary or irrelevant questions.
The survey questionnaire focused in the effects of advertisements on the
consumer behavior of Dee Hwa Liong academic grade 12 students. Furthermore, the
questionnaire paid attention to the relevance of the Ads to students.
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One hundred seventy-nine (179) respondents were involved in this study. All of
which are academic grade 12 students of Dee Hwa Liong Academy. The respondents
were chosen through Probability sampling.
Data Gathering Procedure
The data for this research were collected using a survey questionnaire. The
survey was created using suitable questions modified from related research and
individual questions formed by the researchers. The survey was composed of 16
questions, which were related to the respondent’s perception about Advertising
placement.
Respondents were given enough time to answer, and then the researchers
collected the data the same day. The researchers made sure that the objective in the
study and instructions were explained.
Statistical Treatment
The researchers used Slovin’s formula to get the percentage of the estimated
sampling size of the respondents.
The formula used for Slovin’s formula is as follows:
n = N / (1 + Ne2)
n = number of samples
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N = total population
E = error tolerance
The data collected from the field were examined. Statistically weighted mean
was used in answering the research questions. The formula for getting the weighted
mean is as follows:
Weighted mean = Σwx/Σw
Σ = the sum of
w = the weights.
x = the value.
The response options in the instrument are weighted as shown below:
LEVEL OF SCALE OF
AGREEMENT INTERPRETATION
1 Never 0.5 – 1.49
2 Rarely 1.5 – 2.49
3 Seldom 2.5 – 3.49
4 Often 3.5 – 4.49
5 Always 4.5 – 5
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CHAPTER IV
RESULT AND DISCUSSIONS
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CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
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SURVEY QUASTIONAIRE
NAME:_____________________________ DATE:________________
STRAND:___________________________ AGE:_________________
1. How many hours do you use technology? Give an estimate.
 7 hours a day and more
 4 to 6 hours a day
 1 to 3 hours a day
2. What are the reasons of using social media?
 For personal purposes
 For business purposes
 All of the above
3. Where did you mostly see the advertisement?
 Social media
 Television
 Print ads
If social media, please proceed to no. 4. If television or print ads, please proceed
to question no. 12
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4. Check the respective types of Advertisements you see on your social media
page.
 Video Ad
 Photo Ad (advertising on social media is a post of an image)
 Offer Claims Ad (where a business can promote a discount on a product
or service)
 Carouse Ad (allow advertisers to showcase multiple products within one
ad)
 Page Ad (advertising on social media promoting a page)
5. Do you recall the products or services after having seen it on social media?
 Yes
 No
If yes, please give some name of the products that you recall:
____________________________________________________________
6. Does repetition of the advertisement you see on social media help you remember
them?
 Yes
 No
7. Are the advertisements on your social media accurately shown your interest?
 Yes
 No
If yes, proceed to Question 8 to 11. If no, proceed to Question 12.
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A S R
O N
L E A
F E
W L R
NO QUESTION T V
A D E
E E
Y O L
N R
S M Y
Do you search for the
8 products or services
suggested to you?
Do you click on any products
or services recently that are

9
similar to what is suggested
to you?
Did you list the
10 product/services as your
interests on Facebook?
Do you think social media
11 advertisement influence your
purchase decisions?
12. Where do you prefer to buy a product?
 Store
 Online
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13. Have this advertisement influence you to buy/entertain their product/service(s)?
 Yes
 No
 Sometimes
14. What made you buy/entertain the product/service(s)?
 It was interesting.
 I was looking for the exact product or services.
 I was looking for a similar product or services.
 My friends bought/entertained the product or services.
 Others (please specify) _____________________
15. What made you ignore the advertisement?
 It was irritating.
 I am not interested.
 It was spamming my feed.
 I was not looking for the product or services.
 Others (please specify) _____________________
16. What did you consider to buy a product, because of the?
 Product
 Tagline
 Artists
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BIBLIOGRAPHY
A. References
Yan, Z. H. U. (2007). "Optimal Relevance to the Validity of Advertisement Translation
Online Available:http://en.cnki.com.cn/Article_en/CJFDTotal-
SCWY200704019.htm
Rajesh Kumar Srivastava (2010) International Journal of Emerging Markets Online
Available:http://en.cnki.com.cn/Article_en/CJFDTotal-SCWY200704019.htm
Rose, Mei, Gregory M. Rose, and Aviv Shoham (2009) The impact of consumer
animosity on attitudes towards foreign goods: a study of Jewish and Arab
Israelis Online Available:
https://www.emerald.com/insight/content/doi/10.1108/07363760910976583/full/
html
Leonidou, Leonidas C., et al. (2019) “Personality Traits, Consumer Animosity, and
Foreign Product Avoidance: The Moderating Role of Individual Cultural
Characteristics” Online Available:
https://journals.sagepub.com/doi/abs/10.1177/1069031X19834936
M. Todi (2008). Advertising on Social Networking Websites. Online available:

http://repository.upenn.edu/cgi/viewcontent.cgi?article=1054&context=wharto
n_research_scholars
D. Boyd and N. Ellison (2013). Social Network Sites: Definition, History, and
Scholarship. Online available: http://www.danah.org/papers/JCMCIntro.pdf
M. Anuar, A. Liaw, K. Omar and A. Yaakop (2012). Consumers’ Perceptions and

Attitudes Towards Advertising on Facebook in Malaysia. Online available:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2183787.
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K. Curran, S. Graham and C. Temple (2011). Advertising on Facebook. Online

available: http://scisweb.ulster.ac.uk/~kevin/ijed-facebook.pdf
D. Goldstein, R. McAfee and S. Suri (2011). The Effects of Exposure Time on Memory
of Display Advertisements. Online available:
http://www.dangoldstein.com/papers/Goldstein_McAfee_Suri_Ad_Exposure_
EC11.pdf
C. Maurer and R. Weigmann (2011). Effectiveness of Advertising on Social Network

Sites. A Case Study on Facebook. Online available:
https://www.researchgate.net/profile/Christian_Maurer3/publication/22135747
7_Effectiveness_of_Advertising_on_Social_Network_Sites_A_Case_Study_o
n_Facebook/links/55ea917e08ae21d099c45757.pdf
U. Khanna and A. Saxena (2013). Advertising on Social Network Sites: A Structural

Equation Modelling Approach. Online available:
http://vis.sagepub.com/content/17/1/17.abstract
Rajagopal (2011) "Impact of radio advertisements on buying behaviour of urban

commuters" Online Available: https://doi.org/10.1108/09590551111144888
Ian Linton (2019); reviewed by Elisa Shoenberger, M.B.A Updated 2019 “Media
advertisement”Online Available: https://smallbusiness.chron.com/print-media-
advertising-55550.html
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DEE HWA LIONG ACADEMY

Sta. Maria Compound, Marcos Hi-way,Santolan

PROBLEM AND ITS BACKGROUND

ways to advertise, like on television, radio, newspaper, out-of-home and billboards.

because of the help of internet.

2004). Therefore, the adaptation of advertising to the Internet era appears to be

The most accommodated activity in the Internet is Social Networking Sites

website much more marketer-friendly by launching what he called ‘social ads’. It is

feeds (Gangadharbatla, 2008) by following it, liking it and commenting on it.

Moreover, Facebook has truly revolutionized advertising by finding a way to

advertisement automatically shows up to the target audience’s feeds, making this

method of targeting wildly successful.

Background of the Study

Advertisement is a powerful tool to persuade consumers to buy a certain product.

It is an advantage used by businessmen and entrepreneurs to attract customers yet it

advertisement, taking them away from what is real.

Even though advertising is considered as the lifeblood of the businesses, it has

consumers don’t even realize.

the present study:

consumer buying behaviour in Indian automobile sector" has concluded that

advertisement effectiveness positively influences consumer buying behaviour.

advertising spending on brand loyalty in services" have discovered that advertising

and satisfaction level.

opinion about a particular product.

Social Imaging. Advertisements generally have influence on how we perceive

user of a product belong to, their lifestyle and attitudes.

Spending. Advertising spending can have an effect in the buying behaviour of

advertisement and the frequency of advertisement. It may result in creating a lasting

impression in consumer’s mind. Advertising is an important extrinsic cue signalling

good buys (Archibald, Haulman & Moody, 1983).

on consumer behaviour. The approach focuses on the indirect effect of these

determinants on brand loyalty. Since advertising spending affects expectations of

Janda & Muthaly, 2011).

This study focused on the respondents’ effects of advertisement of consumer

Familiarity Buying Age

Social Imaging Gender

Figure 1.Conceptual paradigm of the study

Statement of the Problem

This study aims to know the perceived effects of advertisements on academic

grade 12 students’ consumer behaviour.

Specifically, this study should be answering the following questions:

1. Is there a relationship between advertisement and consumer behaviour

2. What type of advertisement encourage a consumer to buy the products

3. What aspect of an advertisement encourage a consumer to buy

Significance of the Study

advertising using the popular site, Facebook.

The findings of this study are beneficial to the following:

their target income.

of advertisement in consumer behavior of the Dee Hwa Liong students. By researching

next generation with the similar topic of this research

To the Community. They become aware on the effects of advertisement of on the

consumer behavior of the individual.

To the Parents. so they will be informed on the effects of advertisement on the

Scope and Delimitation

The notion of determining the effects of advertisement on the strand of

Hwa Liong students.

academic year of 2019-2020.

REVIEW OF RELATED LITERATURE

studies which can support the results in the present study.

ways to advertise, like on television, radio, newspaper, out-of-home and billboards.

because of the help of internet.

focuses on standardisation and customisation from a strategy perspective, without

much consideration of consumers' perceptions toward advertising. This study aims to