Teleserye FINAL

Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Teleseryes are a healthy remedy in a way because it diverts the attention
of the locals, as of each day, heavy political issues suppressed each concerned
citizen. Unhealthy because most of which are not educational, no specific
relevance in solving cases concerning the masses and sometimes promotes
political biases that often misleads the illiterate.
Filipinos has been an avid fan of teleserye, it has been a part of their daily
lives and it also affects even our culture. A day, for Filipinos, is not complete
without watching teleserye.
The main purpose of this research is to scrutinize the effects of networks
teleserye in the buying behavior of marketing students in the College of Business
of the Polytechnic University of the Philippines.
As a marketing management students, this topic interests marketing
students a lot due to the fact that all of them will gain a lot of ideas towards
consumers behavior depending upon the product endorsers appearance in a
certain teleserye, and, on how and why it can affect their product purchasing
decisions.
Background of the study
Teleseryes share some characteristics and have similar roots with classic
soap operas and telenovelas, yet the teleserye has evolved into a genre with its
own unique characteristics, often working as a reflection of the social realism of
the Filipinos. Teleseryes are aired in prime-time five days a week, and often
replays during weekends. They attract a broad audience which crosses age and
gender lines, and they command the highest advertising rates in Philippine
television. Teleseryes were shown for three months to a year depending on its
rating.
Soap operas in the Philippines originated when Gulong ng Palad was first
heard on the radio in 1949. The genre then expanded into television in the early
1960s. The first Philippine TV soap opera was Hiwaga sa Bahay na Bato in 1963,
and was produced by ABS-CBN. Liwanag ng Pag-ibig, Prinsipe Amante, and
many others soon followed. The Radio Serial was also the longest running
spanned serial that spanned for decades by the co writer and revival writer Loida
Virina in the Mid-70's the story also was made into a soap starring Marianne Dela
Riva as Luisa and Ronald Corveau as Carding in the decade where rising soaps
began it also made stars out of the young Romnick Sarmenta and also Beth
Bautista who was also a model and famous actress in the 80's the soap also
starred veteran actress and character actress Caridad Sanchez whose decades
in showbiz spanned for more than 6 decades through present. In the early 80's
RPN-9 produced Flordeluna starring award winning actress Janice de Belen the
cast also included the late Drama King Dindo Fernando award winning actress
and Director Laurice Guillen In the early 80's GMA Network also produced the
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timeless hit tale Anna Liza (TV series) starring late child actress and FAMAS
awardee Julie Vega the series spanned for 6 years but due to Julie Vega's death
the series had an unfinished storyline and a two hour special the series was
controversial due to its big support of viewers to the late young actress fellow
actress and fellow TV Rival Janice De Belen also did there film FlorDeliza a cross
over between Flordeluna and Annaliza in film. In the early 2000's in 2006 Gulong
ng Palad ran from January 2006-May 2006 the cast starred Kristine Hermosa as
Luisa TJ Trinidad as Carding and Cherie Gil as Philiomena "Menang" Medel the
corrupt town mayor and also the main antagonist of the series the role of Mimi
was given to Andrea del Rosario and Rio Locsin as Caridad "Idad" Santos the
series also was famous to International Viewers as well through TFC. In
February 2007-June 3,2007 the remake of Maria Flordeluna starred young
actress Eliza Pineda as the titular character the series added the name "Maria"
the cast also starred Albert Martinez as Leo Alicante and Eula Valdez as Mary Jo
Esperitu and John Estrada as Gary Alvarado the
cast also starred Veteran Actors and Actress' Liza Lorena and The late
Actor Johnny Delgado and Roldan Aquino and Comedianne Minnie Aguilar the
series ran for 93 Episodes and won the PMPC STAR AWARDS Best Television
Series in 2008. In 2009 the series remake of AnnaLiza also was shelved and was
about to star Maja Salvador and Jason Abalos.
In the 90's Television Dramas boosted many careers of many but long
running dramas where the ones that stood out to its popularity In 1992-1997 the
intense rivalry of The ABS-CBN drama Mara Clara made fame to Judy Ann
Santos as the protagonist Mara and 90's Villain Gladys Reyes as the evil Clara
the series was one of the most longest running soaps of the 90's despite many
time changes and also moving to the Primetime Slot at 7pm and also spanned a
successful movie and also spanned another much loved soap which ran from
1997-1999 Esperanza (TV series) and also made a film which also made Judy
Ann Santos a Primetime Queen. In the 90's the Telenovela Valiente ran for 7
years as well but 3 years on ABS-CBN and 4 years on GMA-7 in the Afternoon
Block in mid-1997 Mula Sa Puso made fame to the Second Primetime
Queen Claudine Barretto where she played the heiress Via in the 3 year long
running soap which also gained her fame with her leading men Rico
Yan and Diether Ocampo and Villain Princess Punzalan as Selina the most
influencial character of the series in 2000-2002 the series Pangako Sa'yo took
GLORY in broadcasting in many networks across Asia and globally as the soap
opera reached out to a broader audience starring Jericho Rosales and Kristine
Hermosa and a ensemble cast.
As they say, stories would be boring and dry without the presence of an
antagonist or a villain. Villains make the whole story more interesting. Making the
life of a protagonist or the main character miserable is the main purpose of the
villain. Those sophisticated and wealthy people are usually portraying the
antagonist in a teleserye. Although there are some teleseryes whose villains are
commoners, but most often, the character of the antagonist is given life by the
rich and powerful. Because of this, a lot of people, especially those who belong
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to the middle and lower class, are given the impression that wealthy members of
the society are wicked and mean. For them, that term wealthy and powerful is
synonymous to the term greedy and cruel. Although it is not the intention of a
teleserye to give a wrong notion about the rich people, it is unconsciously
implied.
In effect for the poor, the usual storyline of a teleserye often revolves
around the life of a character that possesses a weak personality. The protagonist
comes, most often than not, from a poor family. There are teleseryes that has a
protagonist that belongs to a wealthy family though, but the most common setting
is where a poor main character exists and which happens also to be almost the
real setting in our society poor people are being oppressed, deceived, and
maltreated. Due to this, people developed a concept that the poor are always the
aggrieved party in any society. If being wealthy becomes synonymous to wicked,
poor has also been synonymous to the word oppressed.
For the kids May Bukas Pa, Ang Munting Heredera, Mga Anghel na
Walang Langit These are teleseryes that has kids sas main characters. Its
ironic how these types of teleserye gain positive responses from the viewing
public, yet these are the ones that are produced once in a blue moon. Teleseryes
like these are good for the kids for it shows less violence and contains explicit
scenes. It also aids in shaping the values and morale of the youngsters for it
often shows children with good conducts. Although some depicts kids having bad
attitudes but in the end, those bad kids are turned into good ones, thus,
influencing children in a good way.
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Since kids-oriented teleseryes are not frequently produced, children tend to

watch
adult-themed
teleseryes
which
requires
an
immense
sense
of
understanding. This type of teleserye is unhealthy for the kids because it

contains more violence and more sensual scenes which are too deep for the
fathom. Furthermore, adult-themed teleseryes are not good for young audiences
because act what they see which is one factor why a lot of youngsters commit
crimes at an early age.
Another form of teleserye is the teen-oriented ones which is now gaining
popularity. This type of teleserye portrays teens with their most common
characters easy-going and curious. Even though, most of the teen-oriented
teleseryes carry a positive theme, young adults view it as contradictory to what is
really happening to the real world.
Teen-oriented and adult-themed teleseryes sometimes contradict each other.
The first one conforms to what should and how should teens act while the latter
exposes almost the real milieu. In turn, since the young minds of teens has the
natural setting of whatever the adults do are good, young adults imitate them.
Because of this, there is an alarming increase of teen-related issues such as premarital sex and pregnancy that leads to abortion, juvenile delinquencies, drug
addictions, and prostitutions. Though some of these morbid scenarios are due to
some factors such as peer pressure and family problems, we could not deny the
fact that shows on the television, such as teleseryes, are one of the contributing
elements.
Since the beginning of teleserye, its most common storyline is about adults in
love or adults competing to achieve something. This type is considered to be the
most influential among the other forms of teleserye for it discloses a realistic
scenario of what is really happening in the society. The main target of this
teleserye are the adults since they are responsible for educating and shaping the
values of the younger members of the community.
Some teleseryes tackle societal issues such as politics, crimes, and
rebellions. These forms of teleseryes aim to make the viewing public be aware,
especially the parents, the flaws of the society and the possible effects that are
carried of it if not given much attention. Also, these teleseryes affect the
judgments and views of adults for the modern teleseryes are produced not just to
entertain but to influence as well.
The adults views and judgments are not only the ones that are being
influenced by teleseryes. Reactions to certain issues, how they interact to other
people, and the relationship towards their family such as imposing discipline to
their children are also affected.
In general, a teleserye is not just a source of entertainment. It is also a
cradle of both positive and negative ideas that influence a persons beliefs,
views, physical and mental activities, and disposition, regardless of his age,
gender, cultural affiliation, religion, and social status. Although some people think
about teleserye as an exaggeration of the real life and are very sensational, there
are also those people who view it as the reflection of the actual existence of an
individual. Moreover, teleserye does not only show things as seen in the society.
It also tries to unveil all the possible scenarios that may happen in the near
future. It is not only a mirror but a window as well. It displays everything that
people failed to see and never saw it coming.
Today, though not so obvious, teleserye is not just a mere product of
someones imagination that is being brought to life by a band of actors and
actresses, but it is a dictator in its own form. Funny as it seems, but yes, it is very
amazing to know how this mere imagination can find its way to become real
and invade ones personal disposition leaving a person very vulnerable. Also in
terms of buying a product.
Theoretical Framework
The theoretical framework includes five parts. The first part focuses on the
idea that television plays a central role in viewers perceptions of the world by
affecting attitudes, beliefs, and way of thinking explained by the Cultivation
Theory of George Gerbner. The second part presents why most women preferred
watching teleseryes more than men and how it affects their buying behavior. The
third part is about the teen-oriented teleserye which is now gaining its popularity.
The fourth part shows how a particular network influences the consumers. The
fifth one relates to the idea why consumers buy or do not buy a particular
product.
There are numerous communication theories, but Gerbners cultivation
theory is especially the most applicable theory in this research study. The
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severity of these effects depends on the amount of television an individual

watches each day. Even though the immediate consequences of watching
television are small, they accumulate and have a significant impact on the viewer
and our culture as a whole. The images depicted on television can have an
immense impression or the aspects that make up a society. People watch
teleserye because they see something that connects to their reality, then it is
likely that they will receive what Gerbner calls a double dose of the message
and will eventually experience intensified cultivating effects. The more television
one watches, the more likely his or her attitude is created by the images on the
television, especially if the images are relevant.
Incidental
information
TV viewing
Social reality
(Learning)
(Construction)
Capacity, focusing
strategies, attention,
involvement
Inference skills,
social structures,
other experiences
Figure 1
Conceptual Model of the Cultivation Theory
A highly prevalent problem in our society today is the misconstrued

perception many women and adolescent girls have about their bodies. As
Gerbner states, television is the central and most persuasive mass medium in
American culture, so there is no doubt that girls and women in perfection are
defined by emaciated figures, it is only natural that heavy-viewing females begin
to have their attitudes shaped by this ideal. They begin to be affected by the
reality constructed on the television more than the reality of the world around
them. It was observed that girls preferred watching television for long hours as
compared to boys. Less than half (47.7 percent) of the boys were found watching
television for up to two hours while near about half (49.5 percent) of the girls
watched television for more than two hours. One of the reasons observed during
data-collection was that boys generally had some outdoor activity in the evening
to keep themselves busy.
One form of teleserye is the teen-oriented ones which is now gaining
popularity. This type of teleserye portrays teens with their most common
characters- easy going and curious. Even though, most of the teen-oriented
teleseryes carry a positive theme, young adults view it as contradictory to what is
really happening to the real world. Teenagers consume more and more each
year. It is forecasted that their consumption is going to grow for more years to
come. Teenagers buy various items ranging from CD and apparel to computers
and television. They get money from their parents and some of them possess a
credit card of their own. Shops are trying to adapt to this change. Some of them
have launched prepaid cards, so that the teenagers can buy clothes or any other
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item without the need of going with parents. (Mangleberg et al., 2004; Piacentini
and Mailer, 2004)
ABS-CBN is a major Filipino commercial television network owned and
operated by the Filipino media conglomerate ABS-CBN Corporation, a publicly
traded company. It is the country's leading television network with advertising
revenues amounted to 17.5 billion pesos for the fiscal year 2011. It was launched
on 23 October 1953 and is among the first commercial television networks
in Asia. Its headquarters is in Quezon City with regional offices and news
bureaus in over 25 provincial areas throughout the country. They are much closer
to the masses and they tend to each them despite the fact that Philippines
inhabiting an archipelago of more than 7,000 islands, Filipinos are a multicultural, multi-linguistic, geographically scattered nation. This hampers the
medias role in helping build cultural unity.
ABS-CBN keeps its stronghold on primetime television, the most important
part of the day for both viewers and advertisers, based on data from the global
industry-trusted multinational audience research group Kantar Media. Kantar
Media, which has national panel size of 1,370 homes and 7,535 individuals that
are statistically representative of total Philippine TV population, reported that
overall, ABS-CBN enjoyed the highest audience share in total day among all TV
networks with 35.1 percent of Philippine households watching its shows. ABSCBN hit an average audience share of 42.1 percent nationwide last month,
excluding the Holy Week, on primetime from 6 p.m. to 12 mn. When most
Filipinos spend time watching TV and advertisers put their investments to reach
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more consumers efficiently, higher by 12.7-points than its rival network GMA's
29.4 percent. In Metro Manila, ABS-CBN's average audience share for primetime
reached 35.4 percent, beating GMA's 32.6 percent.
It is a prime importance to discover some attributes or sources of
consumer motivator. First, there are the product attributes that consumers
perceive to be basic minimum requirements which function essentially as a
dissatisfier, which means that when these attributes are absent or deficient in the
product, they are dissatisfied and not motivated. And if these attributes are
present, they are just taken for granted for they provide no satisfaction and are
weak to use as motivator. Second, there are product attributes which are present
and seen by consumers more than the basic minimum requirements. These
attributes serve as a satisfier and become a source of motivation for the
consumer. And lastly, there are product attributes that lie between the
dissatisfier and the satisfier. These are like runners-up in a beauty contest,
whose appeal come from accentuating the attraction of the winner. These are
referred to as residual attributes. (Arante and Gomez, p. 60).
No human beings are able to survive properly without education. By the
means of education only ones potential can be used to maximum extent.
Education tells men how to think, how to work properly, how to make decision.
Through education only one can make separate identity. It is most important in
life like our basic need foods, clothes and shelter. With the beginning we learnt
how to interact with others, how to make friends because of education only.
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Thats why majority of the Marketing students here at the Polytechnic University
of the Philippines focuses more on their studies.
The sophomore year is a time of decisions, opportunities, and change. Its
the year students move into ever more challenging courses. It is the year Major,
Minor and General Education Concentrations is declared. Such media can
facilitate learning by enhancing students engagement, identity and enjoyment of
a given course, independent of the content to be learned. The implication is that
increasing student interest and engagement through social media will also
facilitate knowledge transfer (Yaros, 2009b).
According to Pride and Ferrel, A consumer uses rationized response
behavior when buying frequently purchased, low-cost items requiring very little
search and decision effort. When buying such items, a consumer may prefer a
particular brand but is familiar with several brands in the product class and views
more than one as being acceptable. Typically, low-involvement products are
bought through routinized response behavior, that is, automatically.
According to Peter Hayward, Promotion is the most recognized aspect of
marketing. It is all about communication with existing and potential customers so
that they react by buying the product. It is highly unlikely anyone will buy a
product if they have never heard of it. Promotional activities can be put into
action once the product, place and price have been determined.
Essentially, one concentrates on a specific type of shopping and
choosing behavior: shopping for day-to-day items from supermarket shelves
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(Braeutigam et.al. 2004). Although specific, this type of human activity can serve
as a model of a wider class of choice and decision making processes. Being
reachable, i.e. accessible to most people in industrialized societies, supermarket
shopping relates to a considerable spectrum of choice situations ranging from
mechanisms to satisfy basic needs to incentives for behavior over and above
what is needed for homeostasis (F.J. Chen 2004). According to John
OShaughnessy, Where the product is purchased, since location and outlet
make a difference in willingness to pay a premium price in a low class outlet is
regarded as getting stung: and the sense of its being fair price.
Churchill and Moschis (1979) reported that television appeared to be an
important agent in adolescent consumer socialization, teaching young people
expressive elements of consumption. Television also appeared indirectly to affect
the acquisition of consumer-related properties by stimulating interactions about
consumption with parents and decreasing it with peers.
Cognitive brand consciousness (CBC), i.e. the belief that generally wellknown brands regularly offer a higher expectancy value of quality than those
which are not extensively advertised or widely known, is often considered to be a
one-dimensional construct, both in theory and in practice. Also, it is often
investigated with regard to just a single product area. By applying structural
equation models to 2 student samples, and a finite mixture of structural equation
models to one broad consumer sample, this paper represents a differentiated
view of the construct of brand consciousness. The data confirm the assumption
that only the minority of consumers have a general, i.e. one-dimensional CBC,
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whereas the majority thinks in a more situational way. (Andreas Strebinger and
Thomas Otter) According to Behling and Wileh, Overall, the most important
findings were that subjects who were familiar with all the labels perceived a
difference in quality, while subjects who were unfamiliar with the labels accurately
perceived no difference.
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Conceptual Framework
This study uses the system approach input, process, output model.
Input
Profile of Respondents
Process
Output
Identification of the profile of

the respondents
Profile of the respondents

identified.
Assessment of the effects of

networks teleserye to the
Buyingb
Behavior
of
Marketing Major Students of
the Polytechnic University of
the Philippines.
Effects
of
networks
Teleserye to the buying
behavior of marketing major
students
of
Polytechnic
University of the Philippines
assessed
sex
age
year level
type of student
tv
station/
channel
being watched
Assessment of the effects of
networks teleserye to the
Buying
Behavior
of
Marketing Major Students of
the Polytechnic University of
the Philippines.
types
of
products
bought or purchased
frequency of buying the
product
stores
where
the
products are regularly
bought
number of pieces of
product purchased
Problems identified
Problems Encountered by
the Respondents Relative to
the Effects of Networks
Teleserye to their Buying
Behavior
Solution and
recommendation to the
problem
unavailability of the
product in the store
forced to buy the
product even if it is
expensive
tendency to become
brand conscious
buying products not
suited to ones need
buying
products
irrationally
Feedback
Figure 2
Research Paradigm
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The input of the research paradigm indicates the profile of the respondents
in terms of the following aspects such as sex, age, year level, type of student,
and the TV station/channel being watched. Next, the aspects of the effects of
networks teleserye to the buying behavior of the marketing major students of the
Polytechnic University of the Philippines which includes the types of products
bought or purchased, frequency of buying the product, stores where the products
are regularly bought, and the number of pieces of products purchased. And
finally, the problems encountered by the problems by the respondents relative to
the effects of networks teleserye in their buying behavior which consist of the
unavailability of the product in the store, forced to buy the product even if it is
expensive, tendency to become brand conscious, buying products not suited to
ones need and buying products irrationally.
The process of the research paradigm shows the identification on the profile
of the respondents and the assessment on the effects of networks teleserye to
the buying behavior of the marketing major students of the Polytechnic University
of the Philippines.
The output of the research paradigm includes the profile of the respondents
identified, effects of networks teleserye to the buying behavior of the marketing
major students of the Polytechnic University of the Philippines assessed,
problems identified, and solutions and recommendations to the problem.
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Statement of the Problem
The purpose of the study is to find out the effects of Networks teleserye of
the buying behavior of marketing students in the College of Business of the
Polytechnic University of the Philippines.
Specifically, it wants to answer the following sub-problems.
1. What is the profile of the respondents in terms of the following aspects:
1.1 sex
1.2 age
1.3 year level
1.4 type of student
1.5 TV station/channel being watched/ watched
2. How did the respondents assess the effects of Networks teleserye in terms of
the following aspects:
2.1 types of product bought or purchased
2.2 frequency of buying the product
2.3 stores where products are regularly bought
2.4 numbers of pieces of product purchased
3. Is there a difference in the assessment of the respondents on the effects of
Networks teleserye to the buying behavior of marketing students of the
Polytechnic University of the Philippines when they are grouped according to
their profile?
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4. What are the problems encountered by the marketing students of the

Polytechnic University of the Philippines in terms of Networks teleserye that
influences their buying behavior?
4.1 unavailability of the product in the store
4.2 forced to buy the product even if it is expensive
4.3 tendency to become brand conscious
4.4 buying products not suited to ones need
4.5 buying products irrationally
Hypothesis
There is no difference in the assessment of the respondents in the effects
of networks teleserye to the buying behavior of the marketing major students in
the College of Business of the Polytechnic University of the Philippines.
Scope and Limitations of the Study

The scope of this study is the marketing students of the Polytechnic
University of the Philippines of all year levels. The limitations of this study are
only those students who must have watched or still watching a teleserye. Only
those undergraduate marketing majors are allowed to participate in this study.
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Significance of the Study

The researchers believes that students, particularly Marketing Majors of
the Polytechnic University of the Philippines, will be benefited from the findings of
the study since it provides basis for the awareness and better understanding on
how Networks teleserye affects their buying behavior. Likewise it gives them a
more focused and clear perspective on how the specific behaviors related to their
buying
behavior influenced
by Networks teleserye.
Consequently, this
awareness also gives a much deeper understanding of themselves as students

considering the effects of Networks teleserye.
Students will be given information on how Networks teleserye affects
their buying behavior. The result of the study will make them aware of the
common effects of Networks teleserye.
Television Station will also be a help in understanding the effects of their
teleserye in terms of the buying behavior of their audiences.
Future Researchers this study will serve as a reference material to help
the academe; particularly the MBA students and all other future researchers who
will be working on the same topic. The information gathered in this study will be
used for the advancement of their work
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Definition of Terms
In order to have a common understanding in this study the following terms
are defined operationally:
Assessment. The action or an instance of assessing.
Buying behavior. It refers to the consumers awareness.
Channel. A means of communication or expression.
Consumer. It refers to a natural person who is a purchaser, lessee,
Recipient, prospective purchaser, recipient of a consumer
product, service or credit.
Effect. Power to bring about a result, an influence.
Frequency of buying the product. The fact or condition of occurring
frequently.
Knowledge. The fact or condition of knowing something with familiarity
gained through experience or association.
Network. A group of radio or television stations linked by wire or radio
relay.
Respondents. One who answers in various legal proceedings.
Unavailability of the product. Condition wherein the product is not
available in the market.
Chapter 2
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REVIEW OF RELATED LITERATURE AND STUDIES
This chapter discusses the related literature and studies, both foreign and
local which the researcher reviewed.
Foreign Literature
An excerpt from the book of Making Sense of Television: 2nd Edition
Television has made enormous changes in peoples everyday lives over the last
few decades. Developments in new technologies and increase leisure time
ensure that the mass media will continue to structure and influence peoples
experiences and understanding of their social world (Livingstone, 1998).She also
stated that all day, every day, People create and recreate meanings in their
everyday lives. Whether they are working, talking to their children, watching
television, or playing a record, people routinely and apparently unproblematically
make sense of their circumstances. Yet as we think through this activity of
making sense, we see that it is far from unproblematic. Just as everyday
interaction, watching television has often been seen as given and obvious: the
viewer is seen as passively receptive and mindless (Livingstone, 1998).
Livingstone focuses on the soap operas because of being explicit as case study
for investigating audiences sense making process. It is extremely popular genre
because it is definitely makes all the most obvious ways in which the viewers
must hold the text in their memories, integrating upon episodes. Its multiple
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central characters provide no ready identification for viewers to follow but invite
differential responses, perspective and positioning.
According to the book Women and Soap Opera: A Cultural Feminist
Perspective The gender context perspective consists of three interrelated
components, or questions that together allow us to determine whether or not
womens soap opera viewing is feminist. These concern the interplay between
women viewers and gender text, between feminist scholars and gender text, and
the gendered social context of viewing, respectively. Consequently, soap operas
have been criticized for their negative effect on the listener or the viewer. The use
of effects to undermine womens love of soap opera was in practice by the time
Paul Lazarsfeld and frank Stanton published Radio Research: 1942-1943, which
includes the earliest studies on soap opera viewing. Robert Allen (1985) has
described in detail the unfolding cultural debate over the soap operas merits
which took place in 1940s. Soon a scholarly paper appeared which concluded
that (female) soap opera listener exhibited stereotyped thinking had les
imagination and personal resources and saw the world in terms of men and
women having a trouble in maintaining stable relationship (Blumenthal 1971:3637).
A different article from Jon Lafayette states that Study Shows TVs Impact
on Consumer Purchasing Behavior, a new study by the Television Bureau of
Advertising offers insights into how advertising affects consumers as they make
their way toward purchase decisions. The report, called How Media Works:
Advertising and the Purchase Funnel, was conducted by Yankelovich for the
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TVB to determine the role TV plays as part of a multiplatform environment for

advertising. At a time when economic conditions make it more important than
ever to maximize their advertising expenditures to get consumers to purchase
their goods, the study examines the role of television advertising in driving
consumer actions throughout the purchase decision process; how television
interacts with other media platforms and how purchase decisions are made as a
result of interactions with media. The study looks at the Purchase Funnel, a
continuum that tracks a consumer from when he first becomes aware of a
product through his actual purchase. The purchase funnel has been widely
accepted as an important way of looking at how consumers move toward a
purchase decision, but up to now very little research existed to determine the
impact of advertising, said Susan Cuccinello, senior VP for research at the TVB.
This study breaks new ground and the advertising community has already
expressed great interest in seeing our results. Through the entire process,
television makes a major contribution, beginning with awareness, where it makes
its greatest impact.
Local Literature
Communication today must reach the individual; mass communication
losses its effectiveness at a higher level of uniformity. Distribution and
differentiation or individualization is crucial to the effectiveness of communication.
Information, the access to it, has to be democratized; only that which is free,
whether institutions or people can be mobilized and directed towards commonly
24
accepted goals. As Albert Camus once said: A free press may be good or bad
but a press without freedom can only be bad.
An individual buying behaviour is influenced by motivation, perception,
learning, beliefs and attitude. These factors affect consumer at a psychological
level and determine her overall buying behaviour. Maslows hierarchy, Herzberg
Theory and Freud Theory try and explain people different motivational level in
undertaking a buying decision. Perception is what consumer understands about
a product through their senses. Marketers have to pay attention to consumers
perception about a brand rather than true offering of the product. Learning comes
from experience; consumer may respond to stimuli and purchase a product. A
favorable purchase will generate positive experience resulting in pleasant
learning. Belief is the pre-conceived notion a consumer has towards a brand. It is
kind of influence a brand exerts on consumer. For example, there is a strong
belief product coming through German engineering are quality products.
Companies may take advantage of this belief and route their production through
Germany.
The new study, however, found that consumers actually find such
advertisements more memorable. Linking products to group affiliations leads
people to recall the products when they think about those groups. Pragmatically,
this suggests that advertisers should consider how consumers are likely to think
about themselves when they are choosing products, said Mercurio and
Forehand.
25
Foreign Studies
Even in the early days of empirical mass communication research there
was a concern with the motives that led people to the media and the
gratifications that audiences derived from the experience. Interest in audience
analysis shifted toward television when that medium took the prime time
audience and radio adopted a news and music format.
Telenovelas -- literally television novels -- have some things in common
with their American cousins, the daytime soap operas. Telenovelas have their
roots in Latin America, starting as graphic novel representations of classic
literature and stories, later evolving into radio programs. When soap companies
started radio dramas to sell cleaning products to housewives in the 1930s, they
established programs in Cuba as well. But when American companies could no
longer sponsor programs in Cuba, there was a Diaspora of talented Cuban
actors, writers and producers that scattered through Latin America and began
melding the American product with Latin American storytelling. But unlike U.S.
soap operas, which ran for decades, telenovelas have a contained story arc,
ending after a few seasons. This makes them highly marketable and exportable,
says Diana Rios, associate professor of communication sciences at University of
Connecticut. They air every day, making them highly profitable to advertisers.
Some are aired only in the country they are produced, but others such as "Yo
26
Soy Betty, La Fea" ("Ugly Betty") are redone and adapted for dozens of other
countries.
There are some common running themes in telenovelas -- love lost,
mothers and daughters fighting, long-lost relatives, love found. Telenovela
audiences, however, like their stories with all the loose ends wrapped up and a
happy ending a big wedding finale is common."Things have to be cleaned up so
the audience has satisfaction. They won't worry about Maria -- did she find true
love, her true mother or her true father," Rios said. But for those few seasons,
these telenovelas have the attention of millions of viewers, said Dr. Michael
Rodriguez, a UCLA primary care physician who works with the Latino community,
making them a good vehicle for educational messages. And unlike U.S. soaps,
which are marketed to women, telenovelas are family programs."More than half
of Latinos are watching them," Rodriguez said, "I remember myself watching
them with my mother. In fact, I still do watch them when my mom is visiting."They
are a cultural touchstone, especially for Spanish speakers across the globe.
Popular story arcs like long-lost family members resonate with Latinos whose
families may have emigrated. Religious references will appear in several of these
series, another touchstone to the predominantly Catholic Latino population. For
Latinos, watching telenovelas is often a way to keep in touch with their friends
and family, especially those who have emigrated."It's a conversation piece," said
Rios, "Latinos in the U.S. can talk about shows with people back in Latin
America. ... I've had conversations with friends and they'll say, 'Oh, look at that.
One of my relatives had something like that happen to her.'"Jesus Fuentes, the
27
executive producer of "Encrucijada: Sin Salud No Hay Nada" ("Crossroads:

Without Health There is Nothing"), said that viewers find themselves in these
characters."You see the characters and you say, 'I'm that one, but I could be that
one, and I wish I could be that one,'" he said, "It's like a house of mirrors."
While long-running soap operas such as Guiding Light and One Life to
Live in the United States are being canceled, telenovela viewership in the United
States is booming with 5.6 million people tuning in across the country versus 2.9
million soap opera viewers, according to Nielsen data. And in the coming
decades analyzing and studying the impact of telenovelas will be even more
relevant as the United States' Latino population continues to grow, said Rios.
"Telenovelas are here to stay, and there's just going to be more of them," she
said. "But they do have an impact and they are important to the Latino
community."
A study from the University of Technology Sydney states that the
Entertainment content such as TV soap operas and movies are highly desirable
media for placing products and brands because the characters naturally receive
direct attention from viewers, and because the characters often become
celebrities in their own right. In particular, product placement and celebrity
endorsement are popular means of promoting fashion products. Although the
relationship between viewers and the medium itself (e.g., soap operas and
movies) has been identified as a determinant of the effectiveness of these
marketing practices, consumer perceptions of their social networks attitudes and
28
behavior toward the medium have not been directly linked to such effectiveness.
Consumers social networks are especially important because most people are
moderately connected to others and willing to share marketing information with
others (Smith et al. 2007). Given that the entertainment industry naturally
provides popular topics for discussion in social networks, we expect marketing
actions in this domain to generate social interactive effects that significantly
increase the effectiveness of firms efforts beyond their direct effects on
consumers. We propose that social interactions driven by product placement and
celebrity endorsement take the form of social network connectedness, which we
define as consumers perceptions of how others are affected by marketing
communications from a particular source (in this case a medium).
Local Studies
Philippine drama can be classified into different forms and genres,
with
the
most
popular
being
the
teleserye
and
teledrama.
The
teleserye/teledrama is a television form of melodramatic serialized fiction. It is

rooted from two words: "tele", which is short for "television," and "serye", a
Tagalog term for "series" and "drama" for drama. Teleserye is now used as the
generic term for most Filipino soap operas on television, although the term
officially came into existence in 2000 when Philippine network ABS-CBN aired its
first official form of teleserye, Pangako Sa 'Yo. Prior to this, Filipino soap operas
were called either "telenovelas" (and some are still referred to as such) and
29
"soap operas". But as of 2001, GMA Network officially uses teledrama as their
form of Philippine TV Series that is drama related.
Matt Tacao, a blogger from blogspot.com, said One of the forms of
Philippine Drama is known to be teleserye. People from all walks of life are now
being hooked to it rich, poor, kids, teens and adults. It is now considered as
one of the major sources of entertainment for the whole family. Because of its
increasing popularity, it has now the ability to influence peoples beliefs and
judgments. In terms of this, it can now be in line along with academic institutions,
churches, and social networking sites such as Facebook. By this time, teleserye
has already made huge impact on the lives of the general public. One form of
teleserye is the teen-oriented ones which is now gaining popularity. This type of
teleserye portrays teens with their most common characters easy-going and
curious. Even though, most of the teen-oriented teleseryes carry a positive
theme, young adults view it as contradictory to what is really happening to the
real world.
Teen-oriented and adult-themed teleseryes sometimes contradict each other.
The first one conforms to what should and how should teens act while the latter
exposes almost the real milieu. In turn, since the young minds of teens has the
natural setting of whatever the adults do are good, young adults imitate them.
Because of this, there is an alarming increase of teen-related issues such as premarital sex and pregnancy that leads to abortion, juvenile delinquencies, drug
addictions, and prostitutions. Though some of these morbid scenarios are due to
some factors such as peer pressure and family problems, we could not deny the
30
fact that shows on the television, such as teleseryes, are one of the contributing
elements.
An
article
from
Articlebase.com
states
that
Today
'Celebrity
Endorsement' has attracted immense debate on whether it really contributes to

the brand building process or whether it is just another lazy tool to make the
brand more visible in the minds of the consumers. Although it has been observed
that the presence of a well-known personality helps in solving the problem of
over-communication that is becoming more prominent these days, there are few
undesirable impacts of this practice on the brand. The theories like 'Source
Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory'
provide a basis on which the methodology of celebrity endorsement works and
also explains how the process of the celebrity endorsement influences the minds
of the consumers. Firms invest huge amounts as advertising expenditure for
hiring the right celebrity. However there lies uncertainty with respect to the
returns that the company might be able to garner for the brand. The issue of
matching the values of the celebrity with the brand values is also very important,
i.e. getting the right celebrity to endorse the right brand. Consumers perceive the
brand as having superior quality because it has been endorsed by a credible
source. This makes endorsement as one of the indictors of quality for any brand.
Corporate credibility along with endorser credibility plays a significant role in the
attitude of the consumer towards the brand and the advertisement respectively.
On the other hand, the over popularity of the celebrity sometimes overshadows
the brand. If the celebrity is involved in multiple endorsements, it tends to create
31
confusion among consumers and hence negatively affects the perception of the
advertisement and the brand. Hence, to say clearly whether the practice of
celebrity endorsement impacts positively or negatively to the brand still remains a
debate.
According to Ventura, C. (2010) this study found out that Filipino
teenagers purchase, consume, and patronize products endorsed in television
commercials that featured local celebrity love teams, but they do not buy these
on a regular basis. The respondents prefer commercials that feature local
celebrity love teams. Moreover, the respondents consider the love team
endorsers as huge factor in their purchase. Thus, this type of commercials has
greatly influence the consumer behavior of Filipino teenagers. (It Takes Two to
Tango: The Effects of Television Commercials that Feature Local Celebrity Love
Teams on the Consumer Behavior of Filipino Teenagers).
Synthesis of the Reviewed Literature and Studies

The literature of televisions impacts on consumer purchasing behavior
explains that it falls on one major key way. Much of the literatures convey that
televisions impacts on consumer buying behavior plays as a part of a
multiplatform environment for advertising. Susan Cuccinello, senior VP for
research at the TVB clearly notes that television breaks new ground and the
advertising community has already expressed great in seeing results.
Developments in new technologies and increase leisure time ensure that the
32
mass media will continue to structure and influence peoples experiences and
understanding of their social world (Livingstone, 1998). Mercurio and Forehand.
(Ads Targeting Groups are More Memorable, Study Shows. Posted on January 5,
2012) points out those linking products to group affiliations lead people to recall
the products when they think about those groups. Pragmatically, this suggests
that advertisers should consider how consumers are likely to think about
themselves when they are choosing products. A study from the University of
Technology Sydney states that the Entertainment content such as TV soap
operas and movies are highly desirable media for placing products and brands
because the characters naturally receive direct attention from viewers, and
because the characters often become celebrities in their own right.
Some of the literature proposed that, in addition to televisions impacts on
consumer purchasing behavior, consumers perceive the brand as having
superior quality because it has been endorsed by a credible source. According to
Ventura, C. (2010) this study found out that Filipino teenagers purchase,
consume, and patronize products endorsed in television commercials that
featured local celebrity love teams, but they do not buy these on a regular basis.
The theories like 'Source Credibility Theory, Source Attractiveness Theory and
Meaning Transfer Theory' provide a basis on which the methodology of celebrity
endorsement works and also explains how the process of the celebrity
endorsement influences the minds of the consumers.
The literature reviewed seems to overwhelmingly suggest that the
televisions impacts on consumer purchasing behavior submits to one major idea,
33
that people from all walks of life are now being hooked in television programs
and this as their major source of entertainment, which leads to affecting their
purchasing power in buying a product.
Chapter 3
34
RESEARCH METHODOLOGY
This part of the study discusses the research method used, the population
and determined sample size, the description of respondents, the instrument used
to collect data-gathering procedure and the statistical tools used to analyze data.
Method of Research
The descriptive research method was used in this study. Descriptive

method, also
known
as statistical
research,
describes
the
data
and
characteristics about the population or phenomenon being studied. Descriptive

research answers the questions who, what, where and why (Saunders, Philip
Lewis. et al, 2003)
Population
All marketing major students of Polytechnic University of the Philippines
who have watched or watching teleserye is the population of this study. The
respondents were comprised of a total population 223 students composed of
male and female.
This study was conducted by using a non probability convenience
sampling. This method is a process of picking out people in the most convenient
and fastest way to get reactions immediately.
35
Description of Respondents
The respondents of the study consist of male and female Marketing major
students of Polytechnic University of the Philippines. They are grouped as to
classification of age, year-level, type of student, and TV station being watched.
Research Instrument
The researchers were the one who made the questionnaire which serves
as the main instrument to gather the data.
The questionnaire was checked by an expert, a professor of marketing
research.
The questionnaire has the following parts.
Part one consists of the profile of the respondents based on the following
aspects: sex, age, year level, type of student, and TV station/ channel being
watched/ watched.
Part two consist of respondents assessment of the effects of networks

teleserye to the buying behavior of marketing major students of the Polytechnic
University of the Philippines in terms of the following aspects: types of products
36
bought or purchased, frequency of buying the product, stores where products are
regularly bought, number of pieces of products purchased.
Part three consists of problems encountered by the respondents relative
to the effects of networks teleserye: unavailability of the product in the store,
forced to buy the product even if it is expensive, tendency to become brand
conscious, buying products not suited to ones need, and buying products
irrationally.
The following Likert scale was used in this study. The rate are 5 for Very
Great Effect, 4 for great effect, 3 for moderate effect, 2 for less effect and 1 for no
effect.
Data-Gathering Procedure
The researchers were the one who gathered the data. They distributed
and administered it from 1:30 - 4:00pm on Monday and Thursday. The
questionnaires were collected right away after the respondents have answered
all the questions.
Statistical Treatment of Data

37
The researcher utilized the following statistical tools to analyze and

interpret the data gathered. The statistical tools used in this study are descriptive
statistics using the percentage and weighted mean.
1. Percentage
In mathematics, a percentage is a way of expressing a number as a
fraction of 100. Percentages are used to express how large/small a
quantity is, relative to another quantity. The first quantity usually
represents a part of, or a change in, the second quantity, which should be
greater than zero.
The percentage formula will be used to quantify the actual
responses given by the respondents. This will be obtained by dividing the
number of responses by the number of respondents and the quotient will
be multiplied by one hundred.
Formula:
f
N
Percentage (%) =
Where:
%
f
N
100
=
=
=
=
x 100
Percentage
Frequency
Total number of respondents
Constant
Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
38
This chapter consists of presentation, analysis and interpretation of data

gathered through the survey questionnaire.
The data gathered from the respondents were analyzed and interpreted.
Statistical findings were hereby presented and given implications to concretize
the concepts. It is discussed in proper order according to the sequence of the
problems as presented in the first chapter of the research study. It indicates the
expected results and manned in which they are analyzed and presented
graphically; and is designed to bring order, coherent patterns and meaning to
data accumulated.
1. Profile of the Respondents
1.1 Sex
Table 1 shows the frequency and percentage distribution on
the profile of the respondents in terms of sex.
Table 1
Frequency and Percentage Distribution on the Profile
of the Respondents in Terms of Sex
Sex
Frequency
Percentage
Male
91
40.81%
Female
132
59.19%
Total
223
100%
39
Table 1 reflects the frequency and percentage distribution of male and

female respondents of the study. It shows that out of 223 respondents, 122
(54.71%) are female and 91 (40.81%) are male. It can be derived from the
results that both male and female are watching teleserye.
According to Gerbners cultivation theory, People watch teleserye because
they see something that connects to their reality, then it is likely that they will
receive what Gerbner calls a double dose of the message and will eventually
experience intensified cultivating effects. The more television one watches, the
more likely his or her attitude is created by the images on the television,
especially if the images are relevant.
1.2 Age
Table 2 shows the frequency and percentage distribution on the profile
of the respondents in terms of age.
Table 2
of the Respondents in Terms of Age
Age
Frequency
Percentage
15-17
82
36.77%
18-20
127
56.95%
21-23
11
4.93%
24-26
0.44%
27-30
0.9%
Total
223
100%
40
Table 2 reflects the frequency and percentage distribution of 15-17 years

old, 18-20 years old, 21-23 years old, 24-26 years old and 27-30 years old
among the 223 respondents of this study. It shows that out of 223 respondents,
82 or (36.77%) are from 15-17 years old, 127 (56.95%) of the respondents are
from ages 18-20 years old, 11 (4.93%) are from ages 21-23 years old , 1 (0.44%)
are 24-27 years old , 2 (0.90%) are 27-30 years old. It is derived from the results
that majority of the respondents are 18-20 years old comprising of 127 (56.95%).
Majority of the respondents are ages between 18 to 20 years old. One

form of teleserye is the teen-oriented ones which is now gaining popularity. This
type of teleserye portrays teens with their most common characters- easy going
and curious. (Mangleberg et al., 2004; Piacentini and Mailer, 2004)
1.3 Year Level

Table 3 shows the frequency and percentage distribution on the profile of
the respondents in terms of year level.
Table 3
of the Respondents in Terms of Year Level
41
Year Level
Frequency
Percentage
1st year
33
14.8%
2nd year
72
33.29%
3rd year
65
29.15%
4th year
53
23.77%
Total
223
100%
Table 3 shows the frequency and percentage of the year level of the 223
respondents from first year to fourth year. It shows that out of 223 respondents,
33 (14.8%) of them are first year students, 72 (33.29%) are second year
students, 65 (29.15%) are 3rd year students, 53 (23.77%) are fourth year
students. It can be derived in the results that majority of the respondents are in
the second year.
the year students move into ever more challenging courses. Its the year they
declare your Major, Minor and General Education Concentrations. Such media
can facilitate learning by enhancing students engagement, identity and
enjoyment of a given course, independent of the content to be learned. The
implication is that increasing student interest and engagement through social
media will also facilitate knowledge transfer (Yaros, 2009).
1.4 Type of student
Table 4 shows the frequency and percentage distribution on the profile of
the respondents in terms of the type of student.
42
Table 4
Of the Respondents in Terms of The type of student
Employment
Frequency
Percentage
Working student
27
12.11%
Full time student

Total
196
87.89%
223
100%
Table 4 reflects the frequency and percentage distribution of the type of

student of the 223 respondents whether they are Working Student or Full time
student. It shows that out of 223 respondents, 27 (12.11%) are Working Student,
and 196 (87.89%) are Full time student. It can be derived in the results that
majority of the respondents are Full time student.
43
No people can live properly without education. By the means of

education, only ones potential can be used to maximum extent. Education tells
men how to think, how to work properly, how to make decision. Through
education only one can make separate identity. It is a necessity such as foods,
clothing and shelter. During our youth, we learn how to mingle with others. Thats
why most Marketing students here in Polytechnic University of the Philippines
strive hard to reach their goals in life.
1.5TV Station/ Channel Being Watched / Watched
Table 5 shows the frequency and percentage distribution of the
respondents in terms of tv station/ channel being watched/ watched.
Table 5
Frequency and Percentage Distribution of the Respondents in terms of TV
Station/ Channel Being Watched / Watched
TV Station/
Channel
Channel 2
(ABS-CBN)
Channel 5
(TV5)
Channel 7
(GMA)
Total
Frequency
Percentage
120
53.81%
4429
13%
74
13.19%
223
100%
Table 5 reflects the frequency and percentage of the TV Channel Stations

being watched/ watched among the 223 respondents of this study. 120 (53.81%)
are watching Channel 2, 29 (13%) are watching Channel 5, 74 (33.19%) are
watching Channel 7. It shows that out of 223 respondents, majority of them or
120 (53.81%) are watching Channel 2.
Majority of the respondents are watching ABS-CBN, merely because ABSCBN is a major Filipino commercial television network owned and operated by
the Filipino media conglomerate ABS-CBN Corporation, a publicly traded
company. It is the country's leading television network with advertising revenues
amounted to 17.5 billion pesos for the fiscal year 2011. It was launched on 23
October 1953 and is among the first commercial television networks in Asia. Its
headquarters is in Quezon City with regional offices and news bureaus in over 25
provincial areas throughout the country. They are much closer to the masses and
they tend to each them despite the fact that Philippines inhabiting an archipelago
of more than 7,000 islands, Filipinos are a multi-cultural, multi-linguistic,
geographically scattered nation. This hampers the medias role in helping build
cultural unity.
2. Assessment of the effects of Networks Teleserye
45
2.1Types of products bought or purchased

Table 6 shows the frequency and percentage distribution on the
assessment of the effects of networks teleserye to the buying behavior of
marketing students in terms of the types of products bought or purchased.
Table 6
Frequency and Percentage Distribution on the Assessment of the Effects of
Networks Teleserye to the Buying Behavior of Marketing Students in terms
of the Types of Products Bought or Purchased
Extent of Impact
Frequency
Percentage
(5)Very Great Effect
39
17.49%
(4)Great Effect
55
24.66%
(3)Moderate Effect
72
32.29%
(2)Less/Little Effect
32
14.35%
(1)No Effect
25
11.21%
Total
223
100%
Table 6 reflects the Extent of Impact in of terms of the types of products

bought or purchased among the 223 respondents of this study. 39 (17.49%) has
Very Great Effect, 55 (24.66%) has Great Effect, 72 (32.29%) are Moderate
Effect, 32 (14.35%) has Less/Little Effect, 25 (11.21%) has No Effect. It shows
that majority of the respondents or 72 (32.24%) has a Moderate Effect in terms of
the types of products bought or purchased among the 223 respondents.
46
Majority of the respondents are experiencing a moderate effect of the

teleseryes they are watching into the types of products bought or purchased
because as according to Pride and Ferrel, A consumer uses rationized response
behavior when buying frequently purchased, low-cost items requiring very little
search and decision effort. When buying such items, a consumer may prefer a
particular brand but is familiar with several brands in the product class and views
more than one as being acceptable. Typically, low-involvement products are
bought through routinized response behavior, that is, automatically.
2.1.1 Types of products bought or purchased as to sex
marketing students in terms of the types of products bought or purchased as to
sex.
Table 7
Networks Teleserye to the Buying Behavior of Marketing Students in Terms
of the Types of Products Bought or Purchased as to Sex
Types of Product Bought or Purchased
47
Extent of Impact
Sex
Total
5
Male
Femal
e
Total
2
0
2
5
4
5
8.96%
2
3
3
3
5
6
11.21
%
20.18
%
3
P
10.31
%
14.18
%
25.11
%
F
2
5
5
3
5
8
2
P
11.21
%
23.77
%
26%
1
3
1
2
2
5
5.83%
11.21
%
1
9
4.48
%
4.03
%
8.51
%
91
5.38%
1
0
9
13
2
22
3
P
40.81
%
59.19
%
100%
Table 7 reflects the types of products bought or purchased as to sex

among the 223 respondents of this study. 20 (8.96%) male respondents states
that there is a very great effect, 23 (10.31%) states that there is a great effect, 25
(11.21%) states that there is a moderate effect, 13 (5.83%) states that there is a
less or little effect and 10 (4.48%) out of 91 male respondents states that there is
no effect on the extent of impact of the types of products bought or purchased.
25 (11.21%) out of 132 female respondents states that there is a very great
effect, 33 (14.18%) states that there is a great effect, 53 (23.77%) states that
there is a moderate effect, 12 (5.38%) states that there is a less effect and 9
(4.03%) female respondents states that there is no effect on the extent of impact
of products bought or purchased. It can be derived that majority of the male and
female respondents are experiencing a moderate effect relative to the effects of
Networks Teleserye in terms of the types of products bought or purchased.
Majority of the respondents are experiencing a moderate effect because
some of them are busy in their studies that they dont have a lot of time to watch
48
a teleserye during late night evening on which can affect the type of products
they bought or purchased.
2.1.2 Types of products bought or purchased as to age
age.
Table 8
Frequency and Percentage Distribution on the Assessment of the effects
of Networks Teleserye to the Buying Behavior of Marketing Students in
terms of the Types of Products Bought or Purchased as to Age
49

Extent of Impact
5
Age
F
1517
yrs.
old
1820
yrs.
old
2123
yrs.
old
2426
yrs.
old
2730
yrs.
old
Total
4
P
3
P
Total
1
P
19
8.52%
21
9.42%
30
13.45%
3.59%
42
18.83%
82
36.77%
19
8.52%
36
16.14%
48
21.52%
13
5.83%
11
4.93%
127
56.95%
1.33%
0.04%
2.24%
0.90%
11
4.93%
0.04%
0.04%
0.04%
0.04%
8.96%
42
18.83%
60
26.90%
83
37.22%
23
10.32%
53
23.76%
223
100%
Table 8 reflects the extent of impact on the types of products bought as to

age among the 223 respondents of this study. 19 (8.52%) 15-17 years old states
that there is a very great effect , 21 (9.42%) states that there is a great effect, 30
less effect and 42 (18.33%) out of 82 15-17 years old states that there is no
effect on the types of products purchased.19 (8.52%) out of 127 18-20 years old
students states that there is very great effect, 36 (16.14%) states that there is a
great effect, 48 (21.52%) states that there is moderate effect, 13 (5.83%) states
that there is less effect, and 11 (4.93%) students states that there is no effect on
the types of products bought. 3 (1.33%) 21-23 years old students states that
50
there is a very great effect, 1 (0.04%) states that there is a great effect, 5 (2.24%)
states that there is a moderate effect, 2 (0.90%) states that there is less or little
effect on the extent of impact on types of products bought. 1 respondents with
the age ranges from24-26 years old states that there is a great effect on the
extent of impact. 0ut of 2 respondents with the age ranges to 27-30 years old 1
(0.04%) states that there is a very great effect , while the other one states that
there is a great effect on the extent of impact of types of products bought or
purchased.
2.1.3 Types of products bought or purchased as to year level
year level.
Table 9
51

Networks Teleserye to the Buying behavior of Marketing Students in terms
of the Types of Products Bought or Purchased as to Year level
Types of Product bought or Purchased

Extent of Impact
Year
Level
1st
year
2nd
year
3rd
year
4th
year
Total
Total
5
10
4.48%
2.24%
10
4.48%
3.59%
0%
33
14.80%
15
6.73%
22
9.87%
27
12.11%
2.24%
1.35%
72
32.29%
11
4.93%
20
8.97%
22
9.87%
3.59%
1.79%
65
29.15%
3.14%
12
5.38%
25
11.21%
2.69%
1.35%
53
23.77%
43
19.28
%
59
26.46
%
84
37.67%
2
7
12.11%
1
0
4.48%
22
3
100%
Table 9 reflects the frequency and percentage distribution of the types of

products bought or purchased as to year level among the 223 respondents of this
study. Based on the year level of the respondents, it shows that 10 (4.48%) first
year students states that there is a very great effect, 5 (2.24%) states that there
is a great effect. 10 (4.48%) states that there is a moderate effect, 8 (3.59%)
states that there is a less or little effect, and 0 out of 33 first year students states
that there is no effect on the types of products bought. For the second year
students, 15 (6.73%) states that there is a very great effect, 22 (9.87%) states
that there is great effect, 27 (12.11%) states that there is a moderate effect, 5
(2.24%) states that there is less or little effect and 3 (1.35%) states that there is
no effect. For the third year students, 11 (4.93%) states that there is a very great
effect, 20 (8.97%) states that there is a great effect, 22 (9.87%) states that there
52
is a moderate effect, 8 (3.59%) states that there is less/ little effect and 4 (1.79%)
states that there is no effect. For fourth year students, 7 (3.14%) students states
that there is a very great effect, 12 (5.38%) states that there is a great effect, 25
less or little effect, and 3 (1.35%) states that there is no effect on the types of
products bought.
2.1.4 Types of products bought or purchased as to the type of student
the type of student.
Table 10
53

of Types of Products Bought or Purchased as to the Type of student
Types of Product bought or Purchased

Extent of Impact
Type of
student
Total
5
F
Working
Student
Full time
student
Total
4
P
3
P
2.69%
2.69%
3
5
4
1
15.70%
5
6
6
2
25.11%
18.38%
27.80%
F
1
0
7
2
8
2
2
P
4.48%
2.24%
27
12.11%
32.29%
1
9
2
4
8.52%
1
4
1
4
6.37%
19
6
22
3
87.89%
36.77%
1
P
10.76%
6.37%
100%
Table 10 reflects the frequency and percentage distribution on the

the type of student among the 223 respondents of this study. It reflects that 6
(2.69%) states that there is very great effect, 6 (2.69%) states that there is a
great effect, 10 (4.48%) states that there is a moderate effect, 5 (2.24%) states
that there is a less/ little effect and none among the 27 (12.11%) working
students state that there is no effect. Among the 196 (87.89%) Full time students,
35 (15.70%) states that there is a great effect, 56 (25.11%) states that there is a
great effect, 72 (32.29%) states that there is a moderate, 19 (8.52%) states that
there is a less/ little effect and 14 (6.37%) states that there is no effect on the
type of products bought or purchased.
54
2.1.5 Types of products bought or purchased as to TV station being

watched/ watched
TV station/ channel being watched/ watched.
Table 11
Frequency and Percentage Distribution on the Assessment of the Effects
terms of the Types of Products Bought or Purchased as to TV station being
watched/ watched

TV
station/C
hannel
being
watched/
watched
(ABSCBN)
Channel 2
(TV5)
Channel 5
(GMA)
Channel 7
Total
Extent of Impact
5
F
4
P
4.04%
33
1.79%
9
22
3
P
4.80%
57
25.56%
15
4.04%
4.04%
4.04%
17
7.62%
33
9.87%
59
26.45%
99
Total
1
P
6.73%
12
5.38
%
120
53.81%
3.14%
29
13%
14.80%
4.04%
74
33.18%
13.91%
18
2.69
%
8.07
%
44.40%
31
223
100%
Table 11 reflects the frequency and percentage distribution of the extent of

impact on the types of products bought or purchased as to TV station/ channel
being watched/ watched among the 223 respondents of this study. Out of 120
respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great
55
is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%)
states that there is no effect. Out of 29 respondents who are watching TV5, 4
(1.79%) states that there is a very great effect, 9 (4.04%) states that there is a
great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and
states that there is a less effect. Out of 74 respondents who are watching GMA 9
that there is less effect, and 6 (2.69%) states that there is no effect.
2.2 Frequency of buying the product
marketing students in terms of the frequency of buying the product.
Table 12
of the Frequency of Buying the Product
Extent of Impact
Frequency
Percentage
24
10.76%
(4)Great Effect
51
22.87%
(3)Moderate Effect
79
35.43%
43
19.28%
(1)No Effect
26
11.66%
Total
223
100%
56

impact in terms of the frequency of buying the product among the 223
respondents of this study. 24 (10.76%) has Very Great Effect, 51 (22.87%) has
Great Effect, 79 (35.43%) has Moderate Effect, 43 (19.28%) has Less/Little
Effect, 26 (11.66%) has No Effect. It shows that among the 223 respondents,
majority of them or 79 (35.43%) has a moderate effect in terms of the frequency
of buying the product.
According to Peter Hayward, Promotion is the most recognized aspect of
marketing. It is all about communication with existing and potential customers so
that they react by buying the product. It is highly unlikely anyone will buy a
product if they have never heard of it. Promotional activities can be put into
action once the product, place and price have been determined.
2.2.1 Frequency of buying the product as to sex
marketing students in terms of the frequency of buying the product as to sex.
57
Table 13
terms of the Frequency of Buying the Product as to Sex
Frequency of buying the product

Extent of Impact
Sex
Total
5
Male
12
24
10.76
%
15.7%
41
Female
5.38
%
3.9%
Total
20
8.97
%
59
26.46
%
98
35
57
2
P
18.39
%
25.56
%
43.95
%
4.04%
13
5.82%
91
40.81%
19
8.52%
18
8.07%
132
59.19%
28
12.56
%
31
13.90
%
223
100%
Table 13 reflects the frequency and percentage distribution of the extent

of impact of frequency of buying the product as to sex among 223 the
respondents of this study. Out of 91 male respondents, 12 (5.83%)has a very
great effect, 24 (10.76%) has a great effect, 41 (18.39%) has a moderate effect,
9 (4.04%) has a less effect and 13 (5.82%) has no effect. Out of 132 female
respondents, 8 (3.9%) has a very great effect, 35 (15.7%) has a great effect, 57
(25.56%) has a moderate effect, 19 (8.52%) has a less effect, and 18 (8.07%)
has no effect on the frequency of buying the product in terms of the gender of the
respondents.
58
2.2.2 Frequency of buying the product as to age

marketing students in terms of the frequency of buying the product as to age.
Table 14
Terms of the Frequency of Buying the Product as to Age
Extent of Impact
Age
Total
5
F
4
P
3
P
2
P
1
P
15-17
yrs. old
12
5.38%
20
8.97%
34
15.25%
13
5.82%
1.35%
82
36.77%
1820yrs.
old
21-23
yrs. old
3.14%
31
13.90%
48
21.52%
20
8.96%
11
4.93%
127
56.95%
0%
0.80%
1.34%
2.24%
0.04%
11
4.93%
24-26
yrs.
Old
27-30
yrs. old
0%
0%
0.04%
0%
0%
4.48%
0%
0%
0.04%
0.04%
0%
8.96%
Total
19
8.52%
53
23.67%
87
38.19%
39
17.06%
15
6.32%
223
112.09%

of effect on the frequency of buying the product as to age among the
respondents of this study. Out of the 82 respondents ages from 15 to 17 years
old, 12 (5.38%) states that there is a very great effect, 20 (8.97%) states that
there is a very great effect, 34 (15.25%) states that there is a moderate effect, 13
59
(5.82%) states that there is less effect, and 3 (1.35%) states that there is no
effect. For respondents belonging to 18-20 years old, 7(3.14%) states that there
is a very great effect, 31(13.90%) states that there is a great effect, 48 (21.52%)
states that there is a moderate effect, 20 (8.96%) states that there is less effect,
and 11 (4.93%) states that there is no effect. Out of 11 respondents with the age
21-23 years old, 2(0.80% states that there is a great effect, 3 (1.34%) states that
there is a moderate effect, 5 (2.24%) states that there is less effect and 1 (0.04%)
states that there is no effect. 1 respondents with the age 24-26 years old, 1
(0.04%) states that there is moderate effect. Out of 2 respondents with the age
ranging from 27-30 years old, 1 (0.04%) states that there is a moderate effect,
and 1 (0.04%) states that there is less effect on the extent of impact of frequency
of buying the product as to age.
2.2.3 Frequency of buying the product as to Year Level

marketing students in terms of the frequency of buying the product as to year
level.
Table 15
60

Extent of Impact
Year
level
1st
year
2nd
year
3rd
year
4th
year
Total
4
F
3
P
2.69%
2.69%
19
8.52%
3.13%
23
10.31%
27
12.11%
1.35%
17
7.62%
25
1.35%
3.59%
19
8.52%
54
24.22%
Total
1
P
0.04%
0.04%
33
14.8%
11
4.93%
2.7%
72
32.29%
11.21%
14
6.28%
2.7%
65
29.15%
29
13.01%
10
4.48%
1.35%
53
23.77%
100
44.84%
36
16.14%
1
6
7.17%
22
3
100%
Terms of the Frequency of Buying the Product as to Year Level

of impact on the frequency of buying the product as to year level among the 223
respondents of this study. Out of 33 first year respondents, 6 (2.69%) states that
there is a very great effect, 6 (2.69%) states that there is a great effect, 19
less effect and 1 (0.04%) states that there is no effect. Out of 72 second year
students, 7 (3.13%) states that there is a very great effect, 23 (10.31%) states
that there is a great effect, 27 (12.11%) states that there is a moderate effect, 11
(4.93%) states that there is less effect, and 6 (2.7%) states that there is no effect.
61
Out of 65 third year respondents, 3 (1.35%) states that there is a very great
effect, 17 (7.62%) states that there is great effect, 25 (11.21%) states that there is
a moderate effect, 14 (6.28%) states that there is less effect, and 6 (2.7%) states
that there is no effect. Out of 53 fourth year respondents, 3 (1.35%) states that
(13.01%) states that there is a moderate effect, 10 (4.48%) states that there is no
effect, and 3 (1.35%) states that there is no effect on the extent of impact in
terms of frequency of buying the product as to year level.
2.2.4 Frequency of buying the product as to employment
marketing students in terms of the frequency of buying the product as to
employment.
Table 16
Extent of Impact
Type of
student
Working
student
Full time
student
Total
Total
F
1
P
0.04%
F
7
P
3.14%
F
12
P
5.38%
F
5
P
2.24%
F
3
P
0.9%
F
27
P
12.11%
20
8.97%
41
18.39%
86
38.57%
35
15.7%
14
6.28%
196
87.89%
21
9.01%
51
22.87%
104
46.63%
42
18.83%
17
7.63%
223
100%
Terms of the Frequency of Buying the Product as to Employment
62
Table 16 reflects the frequency and percentage distribution on the

marketing students in terms of the frequency of buying the product as to the type
of student among the 223 respondents of this study. Out of 27 (12.11%) working
students, 1 (0.04%) states that there is a very great effect, 7 (3.14%) states that
there is a great effect, 12 (5.38%) states that there is a moderate effect, 5
(2.24%) states that there is a less/ little effect and 2 (0.9%0 states that there is
no effect. Among the 196 (87.89%) Full time students, 20 (8.97%) states that
less/ little effect and 14 (6.28%) states that there is no effect in terms of stores
where the products are regularly bought.
2.2.5 Frequency of buying the product as to tv station/channel being
watched/ watched
marketing students in terms of the frequency of buying the product as to TV
station/Channel being watched/ watched.
Table 17
terms of the Frequency of Buying the Product as to TV station/Channel
being watched/ watched
63
Extent of Impact
TV
station/Channel
being
watched/watched
(ABS-CBN)
Channel 2
(TV5)
Channel 5
(GMA)
Channel 7
Total
Total
5
F
9
P
4.04%
F
33
P
4.80%
F
57
P
25.56%
F
15
P
6.73%
F
12
P
5.38%
F
120
P
53.81%
1.79%
4.04%
4.04%
3.14%
29
13%
4.04%
17
7.62%
33
14.80%
4.04%
2.69%
74
3.18%
22
9.87%
59
26.46%
99
44.40%
31
13.90%
18
8.07%
223
100%

impact on the frequency of buying the product as to TV station/ channel being
watched/ watched among the 223 respondents of this study. Out of 120
respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great
is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%)
states that there is no effect. Out of 29 respondents who are watching TV5, 4
great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and
states that there is a less effect. Out of 74 respondents who are watching GMA 9
that there is less effect, and 6 (2.69%) states that there is no effect on the
frequency of buying the product as to TV station being watched.
2.2 Stores where the products are regularly bought
64

marketing students in terms of stores where the products are regularly bought.
Table 18
of Stores Where the Products are Regularly Bought
Extent of Impact
Frequency
Percentage
33
14.80%
(4)Great Effect
52
23.32%
(3)Moderate Effect
73
32.74%
36
16.64%
(1)No Effect
29
13%
Total
223
100%
Table 18 reflects the extent of impact in terms of the frequency of the

stores where the products are regularly bought among the 223 respondents of
this study. 33 (14.80%) has Very Great Effect, 52 (23.32%) has Great Effect, 73
(32.74%) has Moderate Effect, 36 (16.64%) has Less/Little Effect, 29 (13%) has
no effect. It shows that majority among the 223 respondents, 73 (32.74%) of
them has a moderate effect in the stores where the products are regularly
bought.
65
According to John OShaughnessy, Where the product is purchased,

since location and outlet make a difference in willingness to pay a premium price
in a low class outlet is regarded as getting stung: and the sense of its being fair
price.
Essentially, one concentrates on a specific type of shopping and choosing
behavior: shopping for day-to-day items from supermarket shelves (Braeutigam
et.al. 2004). Although specific, this type of human activity can serve as a model
of a wider class of choice and decision making processes. Being reachable, i.e.
accessible to most people in industrialized societies, supermarket shopping
relates to a considerable spectrum of choice situations ranging from mechanisms
to satisfy basic needs to incentives for behavior over and above what is needed
for homeostasis. (F.J. Chen 2004)
2.3.1 Stores where the products are regularly bought as to sex
marketing students in terms of the stores where the products are regularly
bought as to sex.
Table 19
Terms of the Stores where the Products are Regularly Bought as to Sex
66
Stores where the products are regularly bought

Extent of Impact
Sex
Total
5
F
4
P
3
P
2
P
1
P
Male
12
5.38%
24
10.76%
41
18.39%
4.04%
2.24%
91
40.81%
Female
3.59%
35
15.70%
57
25.56%
19
8.52%
13
5.83%
132
56.65%
Total
20
8.97%
59
26.46%
98
43.95%
28
12.56%
18
8.07%
223
100%

impact in terms of stores where the products are regularly bought as to sex
among the 223 respondents of this study. Out of 91 male respondents,
twelve(12) or five point thirty eight percent (5.38%) males has very great effect ,
twenty four(24) or ten point seventy six percent (10.76%) males has great effect,
forty one (41) or eighteen point thirty nine percent (18.39%) males has moderate
effect, nine (9) or four point zero four percent males has less effect, five (5) or
two point twenty four percent (2.24%) males has no effect. Out of one hundred
thirty two (132) or fifty six point sixty five percent (56.65%) female respondents,
eight (8) or three point fifty nine percent (3.59%) females has very great effect ,
thirty five (35) or fifteen point seventy percent (15.70%) females has great effect,
fifty seven (57) or twenty five point fifty percent (25.56%) females has moderate
effect, nineteen (19) or eight point fifty two percent (8.52%) females has less
effect, thirteen (13) or five point eighty three percent (8.83%) females has no
effect. Out of 223 (100%) total respondents, twenty (20) or eight point ninety
seven percent (8.97%) respondents has very great effect, fifty nine (59) or twenty
six point forty six percent (26.46%) respondents has great effect, ninety eight
67
(98) or forty three point ninety five (43.95%) respondents has less effect and
eighteen (18) or eight point zero seven percent respondents has no effects.
2.3.2 Stores where the products are regularly bought as to age
bought as to age.
Table 20
5

Extent of Impact
4
3
2
Age
1517
yrs.
old
1820
yrs.
old
2123
yrs.
old
2426
yrs.
old
2730
yrs.
old
Total
Total
P
36.77%
F
11
P
4.93%
F
21
P
9.42%
F
3
7
P
16.59%
F
9
P
4.04%
F
4
P
1.79%
F
82
3.14%
33
14.80%
5
6
25.11%
1
7
7.62%
1
4
6.28%
12
7
56.95%
0.45
1.35%
2.24%
0.90%
11
4.93%
0.45%
0.45%
0.90%
0.90%
8.52%
59
26.46%
9
9
44.39%
2
8
12.56%
1
8
8.07%
22
3
100%
Terms of the Stores where the Products are Regularly Bought as to Age
68

impact in terms of stores where the products are regularly bought as to age
among the 223 respondents of this study. Out of eighty two (82) or thirty six point
seventy seven percent (36.77%) of 15-17 years old, eleven (11) or four point
ninety three (4.93%) has a very great effect, twenty one (21) or nine point forty
two percent (9.42%) has great effect, thirty seven(37) or sixteen point fifty nine
percent (16.59%) has moderate effect, nine (9) or four point zero four percent
(4.04%) has less effect, four (4) or one point seventy nine (1.79%) has no effect.
Out of one hundred twenty seven (127) or fifty six point ninety five percent
(56.95%) of 18-20 years old, seven (7) or three point fourteen percent (3.14%)
has very great effect, thirty three (33) or fourteen point eighty percent (14.80%)
has great effect, fifty six (56) or twenty five point eleven (25.11%) has moderate
effect, seventeen (17) or seven point sixty two (7.62)%
has less effect and
fourteen (14) or six point twenty eight percent (6.28%) has no effect. Out of
eleven (11) of 21-23 years old, one (1) or zero point forty five (0.45%) has very
69
great effect , three (3) or one point thirty five percent (1.35%) has great effect ,
five (5) or two point twenty four (2.24%) has moderate effect.. two (2) or zero
point ninety (0.90%) has less effect and none of the respondents has no effect.
Out of one (1) or zero point forty five percent (0.45%) of 24-26 years old none of
the respondents has very great effect and great effect, one (1) or zero point forty
five percent (0.45%) has moderate effect and none of the respondents has less
and no effect. Out of two (2) or zero point ninety percent (0.90%) of 27-30 years
old none of the respondents has very great effect, two (2) or zero point ninety
percent (0.90%) has great effect and none of the respondents has moderate,
less and no effect. Out of two hundred twenty three(223) or one hundred percent
(100%) total respondents, nineteen (19) or eight point fifty two percent (8.52%)
has very great effect, fifty nine (59) or twenty six point forty six percent (26.46%)
has great effect, ninety nine (99) or forty four point thirty nine (44.39%) has
moderate effect, twenty eight (28) or twelve point fifty six (12.56)% has less
effect and eighteen (18) or eight point zero seven percent (8.07%) has no effect.
2.3.3 Stores where the products are regularly bought as to year level
bought as to year level.
Table 21
70
terms of the Stores where the Products are Regularly Bought as to Year
Level
Extent of Impact
Year
level
st
1
year
2nd
year
3rd
year
4th
year
Total
Total
5
2.69%
16
7.17%
10
3.14%
20
8.97%
2.24%
18
0.90%
2
0
8.97%
2
P
4.48%
0.45%
33
14.80%
34
15.25%
4.48%
0.45%
72
32.29%
8.07%
22
9.87%
1
0
11
4.93%
4.04%
65
29.15%
10
4.48%
29
13%
3.14%
2.24%
53
23.77%
64
28.70%
95
42.60%
2
9
13%
15
6.73%
223
100%

impact in terms of stores where the products are regularly bought as to year level
among the 223 respondents of this study. Out of thirty three (33) or fourteen point
eighty percent (14.80%) first year students, six (6) or two point sixty nine percent
(2.69%) said that it has very great effect, sixteen (16) or seven point seventeen
percent (7.17%) said that it has a great effect, ten (10) or four point forty eighty
(4.48%) said that it has moderate effect, one (1) or zero point forty five percent
(0.45%) has less effect, and none of them said that it has no effect. Out of
seventy two (72) or thirty two point twenty nine percent (32.29%) of the second
year students, seven (7) or three point fourteen (3.14%) of them said that it has
very great effect, twenty (20) or eight point ninety seven (8.97%) said that it has
great effect, thirty four (34) or fifteen point twenty five percent (15.25%) of them
said that it has moderate effect, ten (10) or four point forty eight percent (4.48%)
of them said that it has less effect and one (1) or zero point forty five percent
(0.45%) said that it has no effect. Out of sixty five (65) or twenty nine point twenty
fifteen percent (29.15%) of the third year students, five (5) or two point twenty
71
four (2.24%) of them said that it has very great effect, eighteen (18) or eight point
zero seven (8.07%) said that it has great effect, twenty two (22) or nine point
eighty seven percent (9.87%) of them said that it has moderate effect, eleven
(11) or four point zero four percent (4.93%) of them said that it has less effect and
nine (9) or four point zero four percent (4.04%) said that it has no effect. Out of
fifty three (53) or twenty three point seventy seven percent (23.77%) of the fourth
year students, two (2) or zero point ninety (0.90%) of them said that it has very
great effect, ten (10) or four point forty eight percent (4.48%)) said that it has
great effect, twenty nine (29) or thirteen percent (13%) of them said that it has
moderate effect, seven (7) or three point fourteen percent (3.14%) of them said
that it has less effect and five (5) or two point twenty four percent (2.24%) said
that it has no effect. Out of two hundred twenty three(223) or one hundred
percent (100%) total respondents, twenty (20) or eight point ninety seven percent
(8.97%) has very great effect, sixty four
(64) or twenty eight point seventy
percent (28.70%) has great effect, ninety five (95) or forty six point twenty
(46.20%) has moderate effect, twenty nine (29) or thirteen percent (13)% has
less effect and fifteen (15) or six point seventy three percent (6.73%) has no
effect.
2.3.4 Stores where the products are regularly bought as to the type of
student
72
bought as to the type of student.
Table 22
Terms of the Stores where the Products are Regularly Bought as to the
Type of Student
Extent of Impact
Type of
student
Working
student
Full time
student
Total
0.04
%
8.97
%
9.42
%
7
4
1
5
1
2
0
2
1
3
P
3.14%
12
2.24%
0.9%
27
18.39%
86
35
22.87%
10
4
5.38
%
38.57
%
46.64
%
15.70
%
18.83
%
1
4
1
7
6.28
%
7.62
%
19
6
22
3
42
Total
P
12.11
%
87.89
%
100%

impact in terms of stores where the products are regularly bought as to the type
of student among the 223 respondents of this study. Out of 27 (12.11%) working
there is a great effect, 1 (5.38%) states that there is a moderate effect, 5 (2.24%)
states that there is a less/ little effect and 2 (0.9%) states that there is no effect.
Among the 196 (87.89%) Full time students, 20 (8.97%) states that there is a
very great effect, 41 (18.39%0 states that there is a great effect, 86 (38.57%)
states that there is a moderate effect, 35 (15.70%) states that there is a less/ little
effect and 14 (6.28%) states that there is no effect in terms of the stores where
the products are regularly bought.
2.3.5 Stores where the products are regularly bought as to TV
station/Channel being watched/ watched
73

bought as to TV station/Channel being watched/ watched.
Table 23
terms of the Stores where the Products are Regularly Bought as to TV
TV
station/Channe
l
Being
watched/watch
ed
(ABS-CBN)
Channel 2
(TV5)
Channel 5
(GMA)
Channel 7
Total
Extent of Impact
Total
5
3.59
%
0.04
%
3.59
%
7.62
%
1
4
5
6.28%
23.77
%
4.48%
3
1
3
13.90
%
1.35%
1
4
0
6.27
%
0
12
0
29
53.81
%
13%
1
2
3
1
5.38%
5
3
1
0
3
2
9
5
14.35
%
42.60
%
1
5
4
9
6.73%
74
21.97
%
2
1
3.14
%
9.41
%
33.18
%
100%
1
8
1
7
2.24%
13.90
%
22
3

impact of respondents in terms of the stores where the products are regularly
bought as to TV Station/ Channel being watched/ watched among the 223
respondents of this study. Among the 223 respondents who were watching ABSCBN, eight (8) of them or three point fifty nine percent (3.59%) said Very great
effect, fourteen (14) or six point twenty eight percent (6.28%) said great effect,
fifty three (53) or twenty three point seventy seven percent (23.77%) said
moderate effect, thirty one (31) or thirteen point ninety percent (13.90%) said less
74
or little effect, fourteen (14) or six point twenty seven percent (6.27%) said no
effect. Among the respondents who watch TV5, one (1) of them or point zero four
percent (.04%) said very great effect, five (5) or two point twenty four percent
(2.24%) said great effect, ten (10) or four point forty eight percent (4.48%) said
moderate effect, three (3) or one point thirty five percent (1.35%) said less or little
effect and no one said no effect. Among the respondents who watch GMA, eight
(8) or three point fifty nine percent said very great effect, twelve (12) or five point
thirty eight percent (5.38%) said great effect, thirty two (32) or fourteen point
thirty five percent (14.35%) said moderate effect, fifteen (15) or six point thirty
seven percent (6.37%) said less or little effect, seven (7) or three point fourteen
percent (3.14%).
2.4
Number of pieces of products purchased


marketing major students in terms of the number of pieces of products
purchased.
Table 24
Networks Teleserye to the Buying Behavior of Marketing Major Students in
terms of The Number of Pieces of Products Purchased
75
Extent of Impact
(4)Great Effect
(3)Moderate Effect
(1)No Effect
Total
Frequency
29
33
78
51
32
223
Percentage
13%
14.80%
34.98%
22.87%
14.35%
100%

impact in terms of the number of pieces of products purchased among the 223
respondents of this study. 29 (13%) states Very Good Effect, while 33 (14.80%)
of them had Great Effect, 78 (34.98%) of the respondents said Moderate Effect,
while 51 (22.87%) of the respondents had Less/Little effect and 32 (14.35%) of
the respondents came up with no effect. It shows that among the 223
respondents, majority of the respondents, 78 (34.98%) experienced a moderate
effect in terms of the number of pieces of product purchased.
Churchill and Moschis (1979) reported that television appeared to be an
important agent in adolescent consumer socialization, teaching young people
expressive elements of consumption. Television also appeared indirectly to affect
the acquisition of consumer-related properties by stimulating interactions about
consumption with parents and decreasing it with peers. In this statement the
tables shows a result that is relevant to it
2.4.1 Number of pieces of products purchased as to sex

76
marketing students in terms of the number of pieces of product purchased as to

sex.
Table 25
Terms of the Number of Pieces of Product Purchased as to Sex
Number of pieces of product purchased

Extent of Impact
Sex
Total
5
Male
Female
Total
1
2
7
5.38%
1
9
8.52%
1
3
1
9
3
2
3.14%
3
P
5.83%
8.52%
14.35%
4
0
5
9
9
9
17.94%
2
0
3
1
5
1
26.46%
44.40%
1
P
8.97%
2.09%
91
40.81%
13.9%
1
6
2
2
7.17%
132
59.19%
9.86%
223
100%
22.86%

impact in terms of number of pieces of product purchased as to sex among the
223 respondents of this study. Out of 91 or forty point eighty one (40.81%)male
respondents, twelve(12) or five point thirty eight percent (5.38%) males has very
great effect , thirteen (13) or five point eighty three percent (5.83%) males has
great effect, forty (40) or seventeen point ninety four percent (17.94%) males
has moderate effect, twenty (20) or eight point ninety seven percent (8.97%)
males has less effect, six (6) or two point zero nine percent (2.09%) males has
no effect. Out of one hundred thirty two (132) or fifty nine point nineteen percent
(59.19%) female respondents, seven(7) or three point fourteen percent (3.14%)
77
females has very great effect , nineteen (19) or eight point fifty two percent
(8.52%) females has great effect, fifty nine (59) or twenty six point fourty six
percent (17.94%) females has moderate effect, thirty one (31) or thirteen point
nine percent (13.9%) females has less effect, sixteen (16) or seven point
seventeen percent (7.17%) females has no effect. Out of 223 (100%) total
respondents, nineteen (19) or eight point fifty two percent (8.52%) respondents
has very great effect, thirty two (32) or fourteen point thirty five percent (14.35%)
respondents has great effect, ninety nine (99) or forty four point forty (44.40%)
respondents has moderate effect, fifty one (51) or twenty two point eighty six
(22.86%) has less effect and twenty two (22) or nine point eighty six percent
respondents has no effects
According to Gerbners cultivation theory, People watch teleserye because
they see something that connects to their reality, then it is likely that they will
receive what Gerbner calls a double dose of the message and will eventually
experience intensified cultivating effects. . The more television one watches, the
more likely his or her attitude is created by the images on the television,
especially if the images are relevant.
2.4.2 Number of pieces of products purchased as to age

age.
78
Table 26
Terms of the Number of Pieces of Product Purchased as to Age
Extent of Impact
Age
Total
5
15-17
yrs.
old
18-20
yrs.
old
21-23
yrs.
old
24-26
yrs.
old
27-30
yrs.
old
Total
4.04%
14
6.28%
41
18.39%
12
5.38%
2.69%
82
36.77%
4.04%
17
7.62%
56
25.11%
30
13.45%
15
6.78%
127
56.95%
.90%
1.35%
2.24%
.45%
11
4.93%
.45%
0.04%
.45%
.45%
0.08%
18
8.08%
33
14.80%
100
44.84%
48
21.52%
24
10.76%
223
100%

impact in terms of number of pieces of product purchased as to age among the
223 respondents of this study. Out of 223 respondents, eighty two (82) or thirty
six point seventy seven percent (36.77%) are at the age of 15-17. Nine (9) or
79
Four point zero four percent (4.04) of them said that it has a very great effect,
fourteen (14) or six point twenty eight percent (6.28%) said that it has a great
effect, Forty one (41) or eighteen point thirty nine percent (18.39%) said that it
has a less effect while six (6) or two point sixty nine percent (2.69%) said that it
has no effect. For the respondents aged 18-20 years old with the total of one
hundred twenty seven (127) or fifty six point ninety five percent (56.95%) said
that it has a moderate effect, and thirty (30) or thirteen point forty five (13.45%)
said that it has a less or little effect and fifteen (15) or six point seventy eight
percent (6.78) said that it has no effect. For the respondents aged 21-23 with the
total of eleven (11) or four point ninety three percent (4.93%), two (2) or point
ninety percent (.90%) of them said that it has a great effect, three (3) or one point
thirty five percent (1.35%) said that it has a moderate effect, five (5) or two point
twenty four percent (2.24%) said that it has less or little effect, one (1) or point
forty five percent (.45%) said that it has no effect. There is only one (1)
respondent aged 24-26 and said that it has no effect. For the two (2) respondent
aged 27-30 years old, one (1) of them said that it has less or little effect and the
other one (1) said that it has no effect. For the total of 223 respondents, Eighteen
of them (18) or eight point zero eight percent (8.08%) said that it has a very great
effect, thirty three (33) or fourteen point eighty percent (14.80%) said that it has a
great effect, one hundred (100) or forty-four point eighty four percent (44.84%)
said that it has a moderate effect, forty-eight (48) or twenty one point fifty two
(21.52%) said that it has less or little effect.
2.4.3 Number of pieces of products purchased as to year level
80

year level.
Table 27
Terms of the Number of Pieces of Product Purchased as to Year Level

Extent of Impact
Year
level
1st
year
2nd
year
3rd
year
4th
year
Total
Total
5
2.24%
3.14%
4.04%
4.48%
2.69%
1
0
9
0.04%
2.69%
2
1
9.42%
3
4
15.25
%
1
6
3
6
2
1
1
5
8
8
4.04%
2
P
7.17%
1.79%
16.14%
1
4
1
9
1
3
5
0
6.27%
8.52%
9.42%
6.37%
39.46%
.04%
33
14.80%
1.35%
72
32.29%
4.48%
65
29.15%
5.83%
1
0
8
3.59%
53
23.77%
22.42
%
2
2
9.87%
22
3
100%

impact in terms of the number of pieces of product purchased as to year level
among the 223 respondents of this study. Out of 223 respondents, twenty one
(21) or nine point forty two percent (9.42%) of them said that it has a very great
effect, third four (34) or fifteen point twenty five percent (15.25%) of them said
that it has great effect, eighty eight (88) or thirty nine point forty six percent
(39.46%) said that it has great effect, Fifty (50) or twenty two point forty two
81
(22.42%) said that it has a moderate effect, twenty two (22) or nine point eighty
seven percent (9.87%) said that it has no effect on them. Among the first year
students, five (5) of them or two point twenty four percent (2.24%) said that it has
every great effect, seven (7) or three point fourteen percent (3.14%) said that it
has a great effect, sixteen (16) or seven point seventeen percent (7.17%) said
that it has a moderate effect, four (4) or one point seventy nine percent (1.79%)
said that it has little or less effect, one (1) or point zero four percent (.04%) said
that it has no effect. Among the second year level, nine (9) or four point zero four
percent (4.04%) said that it has a very great effect, ten (10) or four point forty
eight percent (4.48%) said that it has a great effect, thirty six (36) or sixteen point
fourteen (16.14%) said that it has a moderate effect, Fourteen (14) or six point
twenty seven percent (6.27%) said that it has less or little effect, three (3) or one
point thirty five percent (1.35%) said that it has no effect. Among the third year
level, nine (9) or two point sixty nine percent (2.69%) said that it has a very great
effect, nine (9) or four point zero four percent (4.04%) said that it has a great
effect, twelve (12) or nine point fourteen two percent (9.42%) said that it has less
or little effect, ten (10) or four point fourteen eight percent (4.48%) said that it has
less or little effect. Among the fourth year students, one (1) or nine point forty two
percent (9.42%) said that it has a very great effect, six (6) or two point sixty nine
percent(2.69%) said that it has a great effect, fifteen (15) or six point thirty seven
percent (6.37%) said that it has a moderate effect, thirteen (13) or five point thirty
eight percent 5.38%) said that it has little or les effect, eight (8) or three point fifty
nine percent (3.59%) said that it has no effect.
82

the year students move into ever more challenging courses. Its the year they
declare your Major, Minor and General Education Concentrations. Such media
can facilitate learning by enhancing students engagement, identity and
enjoyment of a given course, independent of the content to be learned. The
implication is that increasing student interest and engagement through social
media will also facilitate knowledge transfer (Yaros, 2009b).
2.4.4 Number of pieces of products purchased as to the type of student
the type of student.
Table 28
terms of the Number of Pieces of Product Purchased as to the Type of
Student
83
Type of
student
Working
student
Full time
student
Total

Extent of Impact
4
3
2
Total
2.24%
0.o4%
5.38%
3.59%
.04%
27
12.11%
2
0
2
5
8.97%
30
13.45%
36.32%
19
6
22
3
87.89%
13.85%
2
1
2
2
9.42%
31
4
4
5
2
19.73%
11.21%
1
2
8
1
9
3
41.7%
22.5%
9.46%
100%

impact in terms of number of pieces of product purchased as to the type of
student among the 223 respondents of this study. Out of 27 (1.11%) working
there is a great effect, 12 (5.38%) states that there is a moderate effect, 8
(3.59%) states that there is a less/ little effect and 1 (0.04%) states that there is
no effect. Among the 196 (87.89%) Full time student, 20 (8.97%) states that there
is a very great effect, 30 (13.45%) states that there is a great effect, 81 (36.32%)
states that there is a moderate effect, 44 (19.73%) states that there is a less/little
effect and 21 (9.42%) states that there is no effect in terms of the number of
pieces of product purchased.
As far as marriage and the family are concerned many more households
in America have two or more fulltime adult wage earners. Thus, households are
important alternative non-state sources of income for unemployed persons.
There is less traditional family business in America than in Europe-something
that makes for greater employee mobility. As far as marriage and the family are
concerned, many more households in America have two or more full-time adult
wage earners. Thus, households are important alternative, non-states sources of
income for unemployed persons. There are fewer traditional family businesses in
84
America than in Europe- something that makes for greater employee mobility.
Finally, the American divorce and separation rate is higher. This increases the
number of mature females both in the labor market and registered as
unemployed.
2.4.5 Number of pieces of products purchased as to TV station/Channel
being watched/ watched
TV station/Channel being watched/ watched.
Table 29
terms of the Number of Pieces of Product Purchased as to TV
85

Extent of Impact
5
TV Station
(ABS-CBN)
Channel 2
(TV5)
Channel 5
(GMA)
Channel 7
Total
3.59%
.04%
1
4
5
3.59%
1
7
7.22%
1
2
3
1
3
P
Total
6.28%
53
23.77%
31
13.90%
14
6.27%
120
53.81%
2.24%
10
4.48%
1.35%
29
13%
5.38%
32
14.35%
15
6.37%
3.14%
74
33.18%
13.90%
95
42.60%
49
21.97%
21
9.41%
223
100%

impact of respondents in terms of the number of pieces of product purchased as
to TV Station/ Channel being watched/ watched among the 223 respondents of
this study. Among the 223 respondents who were watching ABS-CBN, eight (8)
of them or three point fifty nine percent (3.59%) said Very great effect, fourteen
(14) or six point twenty eight percent (6.28%) said great effect, fifty three (53) or
twenty three point seventy seven percent (23.77%) said moderate effect, thirty
one (31) or thirteen point ninety percent (13.90%) said less or little effect,
fourteen (14) or six point twenty seven percent (6.27%) said no effect. Among the
respondents who watch TV5, one (1) of them or point zero four percent (.04%)
said very great effect, five (5) or two point twenty four percent (2.24%) said great
effect, ten (10) or four point forty eight percent (4.48%) said moderate effect,
three (3) or one point thirty five percent (1.35%) said less or little effect and no
one said no effect. Among the respondents who watch GMA, eight (8) or three
point fifty nine percent said very great effect, twelve (12) or five point thirty eight
percent (5.38%) said great effect, thirty two (32) or fourteen point thirty five
percent (14.35%) said moderate effect, fifteen (15) or six point thirty seven
86
percent (6.37%) said less or little effect, seven (7) or three point fourteen percent
(3.14%).
It has been commercial television where the greatest amount of adverse
criticism has prevailed. The number of televisions program that feature violence
has become preponderant.
2. Problems encountered by the respondents relative to the effects of
Networks Teleserye to their Buying Behavior
Table 30 shows the frequency and percentage distribution of the problems
encountered by the respondents relative to the effects of networks teleserye to
their buying behavior.
Table 30
Frequency and Percentage Distribution of the Problems Encountered by
the Respondents Relative to the Effects of Networks Teleserye to their
Buying Behavior
87
Problems Encountered
Unavailability of the
Frequency
Percentage
73
32.74%
45
20.18%
72
32.29%
54
24.22%
55
24.66%
223
100%
product in the store

Forced to buy the product
even if it is expensive
Tendency to become
brand conscious
Buying products not
suited to ones need
Buying products
irrationally
Total
Table 30 reflects the frequency and percentage distribution of the

problems encountered by the respondents relative to the effects of networks
teleserye to their buying behavior among the 223 respondents of this study.
Among the 223 respondents, seventy three (73) or thirty two point seventy four
percent said unavailability of the product in store, forty five (45) or twenty point
eighteen percent (20.18%) said they are forced to buy the product even if it is
expensive. Seventy two (72) or thirty two point twenty nine percent (32.29%) said
that they had the tendency to become brand conscious, fifty four (54) or twenty
four point twenty two percent (24.22%) said buying products not suited to ones
need, fifty five or twenty four point sixty six percent said buying products
irrationally.
Cognitive brand consciousness (CBC), i.e. the belief that generally wellknown brands regularly offer a higher expectancy value of quality than those
which are not extensively advertised or widely known, is often considered to be a
88
one-dimensional construct, both in theory and in practice. Also, it is often

investigated with regard to just a single product area. By applying structural
equation models to 2 student samples, and a finite mixture of structural equation
models to one broad consumer sample, this paper represents a differentiated
view of the construct of brand consciousness. The data confirm the assumption
that only the minority of consumers have a general, i.e. one-dimensional CBC,
whereas the majority thinks in a more situational way. (Andreas Strebinger and
Thomas Otter)
According to Behling and Wileh, Overall, the most important findings were
that subjects who were familiar with all the labels perceived a difference in
quality, while subjects who were unfamiliar with the labels accurately perceived
no difference.
Chapter 5
SUMMARY, FINDINGS AND CONCLUSION
This chapter presents the summary, findings, conclusions based on the results of
the results of the research and the recommendations drawn from the present
investigation.
Summary
89
This research aimed to evaluate the effects of Networks teleserye of the

buying behavior of marketing students in the College of Business of the
The descriptive research method was used in this research in gathering
information.
The researchers used questionnaires as a research instrument.
The respondents are the 223 marketing students in the college of
business of Polytechnic University of the Philippines who have watched teleserye
in any TV Station.
The research venue where the study was conducted is the Mabini,
Campus of Polytechnic University of the Philippines.
The statistical treatment utilized in the analysis and interpretation of the
data gathered are percentage and weighted mean.
More specifically, this study sought answers to the following sub-problems:
1. What is the profile of the respondents in terms of the following aspects:
1.1 sex
1.2 age
1.3 year level
1.4 type of student
1.5 television station/channel being watched/ watched
90
2. How did the respondents assess the effects of Networks teleserye in terms of
the following aspects:
2.1 types of product bought or purchased
2.2 frequency of buying the product
2.3 stores where products are regularly bought
2.4 number of pieces of product purchased
3. Is there a significant difference in the assessment of the respondents on the
effects of Networks teleserye to the buying behavior of marketing students of the
their profile.
4. What are the problems encountered by the marketing students of the

Polytechnic University of the Philippines in terms of Networks teleserye that
influences their buying behavior.
4.1 unavailability of the product in the store
4.2 forced to buy the product even if it is expensive
4.3 tendency to become brand conscious
4.4 buying products not suited to ones need
4.5 buying products irrationally
The hypothesis was tested:
There is a difference in the assessment of the respondents on the effects
of Networks teleserye to the buying behavior of marketing students of the
91

profile.
Findings
Based on the presentation, analysis, and interpretation of data in chapter 4,

the summary of findings is shown.
1. Profile of the Respondents
Out of 223 respondents, 132 (59.19%) are female while male
respondents are 91 (40.81%) of the total respondents. As to age,
Respondents from ages 18-20 years old constituted the biggest

population with 127 (56.95%). Respondents in the age group between 1517 years old came up second with 82 (36.77%), followed by respondents
in the age group of 21-23 years old with 11 (4.93%) then respondents
belonging to the age group 27-30 years old with 2 (0.9%), while
respondents belonging to 24-26 years old constituted the least population
with 1 (0.44%). As to year level, Second year students has the greatest
frequency with 72 (33.29%). Followed by third year students with 65
(29.15%). The fourth year students ranked third with the frequency of 53
(23.77%) while the first year student has the lowest frequency with 33 or
14.8 respondents. As to the type of student, majority of the respondents
are full time students, while 27 (12.11%) of the respondents are working
92
students. As to TV station being watched, Channel 2 has the biggest

number of viewers with 120 (53.81%). Channel 7 come up second with 74
(13.19%) of viewers and channel 5 has the lowest number of viewers with
29 (13%).
2. Respondents Assessment of the Effects of Networks Teleserye to
the Buying Behavior of Marketing Major Students of Polytechnic
University of the Philippines.
In terms of
the types of product bought, majority of the respondents
states that there is a moderate effect on the types of products bought with 72
(32.29%), followed by great effect with 55 (24.66%), next is very great effect
with 39 (17.49%), then less/little effect with 32 (14/35%) while 25 (11.21%)
respondents state that there is no effect on types of products bought or
purchased.
The researchers found out the effect of teleserye to the buying behavior of
marketing students of Polytechnic University of the Philippines according to types
of product bought or purchased as to sex. The result shows that one hundred
thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent
(59.19%) of two hundred twenty three (223) respondents are females. Fifty three
(53) or twenty three and seventy seven hundredths percent (23.77%) of those
female respondents answered that teleserye has moderate effect in terms of
the type product they usually bought. Thirty three (33) or fourteen and eighteen
hundredths percent (18%) of them said that it has great effect in the types of
product they purchased. While twenty five (25) or eleven and twenty one
93
hundredths percent (11.21%) stated that it has very great effect when it comes
in the type of the product they avail. Twelve (12) or five and thirty eight
hundredths percent (5.38%) of those respondents said that it has less effect in
the types of the product they bought. The remaining nine (9) or four and three
hundredths percent (4.03%) of them has no effect in the types of product they
purchased.
Ninety one (91) or forty and eighty one hundredths percent (40.81%) of
two hundred twenty three (223) respondents were male. Majority of them consist
of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said
that teleserye has moderate effect in the types of product they bought. Twenty
three (23) or ten and thirty one hundredths percent (10.31%) of men respondents
stated that it has great effect in considering that types of product they
purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%)
of them answered that it has very great effort in terms of the type of product
they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said
that it has less effort when it comes of the type of product they usually both. The
remaining ten (10) or four and forty eight hundredths percent (4.48%) of males
were stated that it has no effect in buying the product according to its type.
The survey results that one hundred twenty seven (127) or fifty six and
ninety five hundredths percent (56.95%) out of two hundred twenty three (223)
respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48)
or twenty one and fifty two hundredths percent (21.52%) of them said that
teleserye has moderate effect in purchasing a product according to its type.
94
Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these
respondents were stated that it has great effort in the types of product they
usually bought. While nineteen (19) or eight and fifty two hundredths percent
(8.52%) of them answered that it has great effect in availing the product when it
comes of its type. Thirteen (13) or five and eighty three hundredths percent
(5.83%) of them said that it has less effect in terms of the type of the product
they purchased. The remaining eleven (11) or four and ninety three hundredths
percent (4.93%) of them said that it has definitely no effect when they bought a
product according to its type.
Ages fifteen(15) to seventeen (17) years old which consist of eighty two
(82) or thirty six and seventy seven hundredths percent (36.77%) respondents.
Majority of these teens which is forty two (42) or eighteen and eighty three
hundredths percent (18.83%) said that teleserye has no effect in buying the
products according to its type. Thirty (30) or thirteen and forty five hundredths
percent (13.45%) stated that it has moderate effect in terms of the type of the
product they usually bought. Twenty one (21) or nine and forty two hundredths
percent (9.42%) answered it as great effect in the type of product they avail.
While, nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it
has very great effect in purchasing a product in terms of its type. The remaining
eight (8) or three and fifty nine hundredths percent (3.59%) were said that it has
less effect in availing the product according to its type.
Eleven (11) or four and ninety three percent (4.93%) of those respondents
were ages twenty one (21) to twenty three years old. Five (5) or two and twenty
95
hundredths percent (2.24%) of them said that teleserye has moderate effect in
buying a product when it comes to its type. Three (3) or one and thirty three
hundredths percent (1.33%) answered that it has very great effect in the types
of product they usually bought, while two (2) or ninety hundredths percent
(0.90%) stated that it has less effect
in terms of the type of product they
purchased. Only one (1) or four hundredths percent (0.04%) said that it has
great effect in purchasing a product where it comes to its type and no one
answered that it has no effect in purchasing a product.
Two (2) or eight and ninety six hundredths percent (8.96%) of the total
respondents are in ages twenty seven (27) to thirty (30) years old. One (1) or four
hundredths percent (0.04%) of the respondents said that the teleserye has very
great effect in purchasing a product according to its type. While the other one (1)
or four hundredths percent (0.04%) said that it has great effort in the type of
product the usually bought.
One from ages twenty four (24) to twenty six (26) years old or four
hundredths percent (0.04%) said that it has great effect in buying a product in
terms of its type.
Second year students were the dominant respondents which has a
frequency of seventy (72) or thirty two and twenty nine hundredths percent
(32.29%) of the total respondents. Twenty seven (27) or twelve and eleven
hundredths percent (12.11%) of them said that teleserye has moderate effect
purchasing a product according to its type. Twenty two (22) or nine and eighty
96
seven hundredths percent (9.87%) of them stated that it has great effect in the
types of the product they usually bought. Fifteen (15) or six and seventy three
hundredths percent (6.73%) said that it has very great effect in availing a
product when it comes to its type. Five (5) or two and twenty four hundredths
percent (2.24%) of them answered that it has less effect in the type of product
they purchased. The remaining three (3) or one and thirty five hundredths
percent (1.35%) said that it has totally no effect in the type of products they
avail.
Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the
total respondents were third year students. Twenty two (22) or nine and eighty
seven hundredths percent (9.87%) of the third year students stated that teleserye
has moderate effort in the types of product they usually bought. Twenty (20) or
eight and ninety seven hundredths percent (8.97%) of the respondents said that
it has great effect in purchasing a product in terms of its type. While, eleven (11)
or four and ninety three hundredths percent (4.93%) of them answered that it has
very great effect in the types of product they purchased. Eight (8) or three and
fifty nine hundredths percent (3.59%) said that it has less effective in buying a
product in terms of its type. The remaining four (4) or one and seventy nine
hundredths percent (1.79%) said that it has definitely no effect in the types of
product they avail.
Fourth year students have the frequency of fifty three (53) or twenty three
and seventy seven hundredths percent (23.77%) out of the total respondents.
Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated
97
that teleserye has moderate effect whenever they buy a product according to its
type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said
that it has great effect in buying a product when it comes to its type. While,
seven (7) or three and fourteen hundredths percent (3.14%) answered that it has
very great effect in the types of product they purchased. Six (6) or two and sixty
nine hundredths percent (2.69%) said that it has less effect in buying the
product according to its type. The remaining three (3) or one and thirty five
hundredths percent (1.35%) stated that it has definitely no effect in the types of
product they usually bought.
First year students have the frequency of thirty three (33) or fourteen and
eighty hundredths percent (14.80%) out of the total respondents. Both very great
effect and moderate effect has an equal frequency which is ten (10) or four and
forty eight hundredths percent (4.48%) answered by the first year students. Eight
(8) or three and fifty nine hundredths percent (3.59%) said that it has less effect
in the types of product they bought. Lastly, five (5) or two and twenty four
hundredths percent (2.24%) stated that it has great effect in buying a product
according to its type.
The researcher found out the effect of teleserye to the buying behavior of
marketing students of Polytechnic University of the Philippines according to types
of product bought or purchased as to sex. The result shows that one hundred
thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent
(59.19%) of two hundred twenty three (223) respondents are females. Fifty three
(53) or twenty three and seventy seven hundredths percent (23.77%) of those
98
female respondents answered that teleserye has moderate effect in terms of

the type product they usually bought. Thirty three (33) or fourteen and eighteen
hundredths percent (18%) of them said that it has great effect in the types of
product they purchased. While twenty five (25) or eleven and twenty one
hundredths percent (11.21%) stated that it has very great effect when it comes
in the type of the product they avail. Twelve (12) or five and thirty eight
hundredths percent (5.38%) of those respondents said that it has less effect in
the types of the product they bought. The remaining nine (9) or four and three
hundredths percent (4.03%) of them has no effect in the types of product they
purchased.
Ninety one (91) or forty and eighty one hundredths percent (40.81%) of
two hundred twenty three (223) respondents were male. Majority of them consist
of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said
that teleserye has moderate effect in the types of product they bought. Twenty
three (23) or ten and thirty one hundredths percent (10.31%) of men respondents
stated that it has great effect in considering that types of product they
purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%)
of them answered that it has very great effort in terms of the type of product
they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said
that it has less effort when it comes of the type of product they usually both. The
remaining ten (10) or four and forty eight hundredths percent (4.48%) of males
were stated that it has no effect in buying the product according to its type.
99
The survey results that one hundred twenty seven (127) or fifty six and
ninety five hundredths percent (56.95%) out of two hundred twenty three (223)
respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48)
or twenty one and fifty two hundredths percent (21.52%) of them said that
teleserye has moderate effect in purchasing a product according to its type.
Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these
respondents were stated that it has great effort in the types of product they
usually bought. While nineteen (19) or eight and fifty two hundredths percent
(8.52%) of them answered that it has great effect in availing the product when it
comes of its type. Thirteen (13) or five and eighty three hundredths percent
(5.83%) of them said that it has less effect in terms of the type of the product
they purchased. The remaining eleven (11) or four and ninety three hundredths
percent (4.93%) of them said that it has definitely no effect when they bought a
product according to its type.
Ages fifteen (15) to seventeen (17) years old consist of eighty two (82) or
thirty six and seventy seven hundredths percent (36.77%) respondents. Majority
of these teens which is forty two (42) or eighteen and eighty three hundredths
percent (18.83%) said that teleserye has no effect in buying the products
according to its type. Thirty (30) or thirteen and forty five hundredths percent
(13.45%) stated that it has moderate effect in terms of the type of the product
they usually bought. Twenty one (21) or nine and forty two hundredths percent
(9.42%) answered it as great effort in the type of product they avail. While,
nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it has
100
very great effect in purchasing a product it terms of its type. The remaining eight
(8) or three and fifty nine hundredths percent (3.59%) said that it has less effect
in availing the product according to its type.
Eleven (11) or four and ninety three percent (4.93%) of those respondents
were ages twenty one (21) to twenty three years old. Five (5) or two and twenty
hundredths percent (2.24%) of them said that teleserye has moderate effect in
buying a product when it comes to its type. Three (3) or one and thirty three
hundredths percent (1.33%) answered that it has very great effect in the types
of product they usually bought, while two (2) or ninety hundredths percent
(0.90%) stated that it has less effect
in terms of the type of product they
purchased. Only one (1) or four hundredths percent (0.04%) said that it has
great effect in purchasing a product where it comes to its type and no one
answered that it has no effect in purchasing a product.
Two (2) or eight and ninety six hundredths percent (8.96%) of the total
respondents were in ages twenty seven (27) to thirty (30) years old. One (1) or
four hundredths percent (0.04%) of the respondents said that the teleserye has
very great effect in purchasing a product according to its type. While the other
one (1) or four hundredths percent (0.04%) said that it has great effort in the
type of product the usually bought.
One from ages twenty four (24) to twenty six (26) years old or four
hundredths percent (0.04%) said that it has great effect in buying a product in
terms of its type.
101
Second year students were the dominant respondents which has a

frequency of seventy (72) or thirty two and twenty nine hundredths percent
(32.29%) of the total respondents. Twenty seven (27) or twelve and eleven
hundredths percent (12.11%) of them said that teleserye has moderate effect
purchasing a product according to its type. Twenty two (22) or nine and eighty
seven hundredths percent (9.87%) of them stated that it has great effect in the
types of the product they usually bought. Fifteen (15) or six and seventy three
hundredths percent (6.73%) said that it has very great effect in availing a
product when it comes to its type. Five (5) or two and twenty four hundredths
percent (2.24%) of them answered that it has less effect in the type of product
they purchased. The remaining three (3) or one and thirty five hundredths
percent (1.35%) said that it has totally no effect in the type of products they
avail.
Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the
total respondents were third year students. Twenty two (22) or nine and eighty
seven hundredths percent (9.87%) of the third year students stated that teleserye
has moderate effort in the types of product they usually bought. Twenty (20) or
eight and ninety seven hundredths percent (8.97%) of the respondents said that
it has great effect in purchasing a product in terms of its type. While, eleven (11)
or four and ninety three hundredths percent (4.93%) of them answered that it has
very great effect in the types of product they purchased. Eight (8) or three and
fifty nine hundredths percent (3.59%) said that it has less effective in buying a
product in terms of its type. The remaining four (4) or one and seventy nine
102
hundredths percent (1.79%) said that it has definitely no effect in the types of
product they avail.
Fourth year students have the frequency of fifty three (53) or twenty three
and seventy seven hundredths percent (23.77%) out of the total respondents.
Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated
that teleserye has moderate effect whenever they buy a product according to its
type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said
that it has great effect in buying a product when it comes to its type. While,
seven (7) or three and fourteen hundredths percent (3.14%) answered that it has
very great effect in the types of product they purchased. Six (6) or two and sixty
nine hundredths percent (2.69%) were said that it has less effect in buying the
product according to its type. The remaining three (3) or one and thirty five
hundredths percent (1.35%) stated that it has definitely no effect in the types of
product they usually bought.
First year students have the frequency of thirty three (33) or fourteen and
eighty hundredths percent (14.80%) out of the total respondents. Both very great
effect and moderate effect has an equal frequency which is ten (10) or four and
forty eight hundredths percent (4.48%) answered by these freshmen. Eight (8) or
three and fifty nine hundredths percent (3.59%) said that it has less effect in the
types of product they bought. Lastly, five (5) or two and twenty four hundredths
percent (2.24%) stated that it has great effect in buying a product according to
its type.
103
As to frequency of buying the product, majority of the respondents stated

that there is a moderate effect with 79 (35.43%) on the extent of impact in terms
of the frequency of buying product, second is great effect with 51 (22.87%), third
is less/little effect with 43 (19.28%), fourth is very great effect with 24 (10.76%),
and no effect which constituted the least frequency with 26 (11.66%).
Out of ninety-one (91) male respondents or forty point eighty-one percent
(40.81%), forty-one (41) or eighteen point thirty-nine percent (18.39%) stated that
there is a moderate effect. Followed by, twenty-four (24) or ten point seventy-six
percent (10.76%) stated that there is a great effect. Next, thirteen (13) or five
point eighty-two (5.82%) stated that there is no effect. And then, twelve (12) or
five point thirty-eight percent (5.38%) stated that there is a very great effect.
Lastly, nine (9) or four point zero four percent (4.04%) stated that there is a
less/little effect. Out of one hundred thirty-two (132) female respondents or fiftynine point nineteen percent (59.19%), fifty-seven (57) or twenty-five point fifty-six
percent (25.56%) stated that there is a moderate effect. Thirty-five (35) or fifteen
point seven percent (15.7%) stated that there is a great effect. Nineteen (19) or
eight point fifty-two percent (8.52%) stated that there is a less/little effect.
Eighteen (18) or eight point zero seven percent (8.07%) stated that there is no
effect. Eight (8) or three point nine percent (3.9%) had experienced a very great
effect on the frequency of buying the product.
Out of eighty-two (82) respondent ages 15-17 yrs. old or thirty-six point
seventy-seven percent (36.77%), thirty-four (34) or fifteen point twenty-five
percent (15.25%) stated that there is a moderate effect. Twenty (20) or eight
104
point ninety-seven percent (8.97%) stated that there is a great effect. Thirteen
(13) or five point eighty-two (5.82%) stated that there is less/little effect. Twelve
(12) or five point thirty-eight percent (5.38%) stated that there is a very great
effect. Three (3) or one point thirty-five percent (1.35%) stated that there is no
effect. Out of one hundred twenty-seven (127) respondent ages 18-20 yrs. Old or
fifty-six point ninety-five percent (56.95%), forty-eight (48) or twenty-one point
fifty-two percent stated that there is a moderate effect. Thirty-one (31) or thirteen
point ninety percent (13.90%) stated that there is a great effect. Twenty (20) or
eight point ninety-six percent (8.96%) stated that there is a less/little effect.
Eleven (11) or four point ninety-three percent (4.93%) stated that there is no
effect. Seven (7) or three point fourteen percent (3.14%) had experienced a very
great effect on the frequency of buying the product. Out of eleven (11)
respondent ages 21-23 yrs. old or four point ninety-three percent (4.93%), five (5)
or two point twenty-four percent (2.24%) stated that there is a less/little effect.
Three (3) or one point thirty-four percent (1.34%) stated that there is a moderate
effect. Two (2) or zero point eighty percent (0.80%) stated that there is a great
effect. One (1) or zero point zero four percent (0.04%) had experienced no effect
on the frequency of buying the product. One (1) respondent age 24-26 yrs. old or
four point forty-eight percent (4.48%), one (1) or zero point zero four percent
(0.04%) had experienced a moderate effect on the frequency of buying the
product. Out of two (2) or eight point ninety-six percent (8.96%), one (1) or zero
point zero four percent (0.04%) had experienced a moderate effect and less/little
effect on the frequency of buying the product.
105
Out of thirty three (33) or fourteen point eight percent (14.8%) first year
respondents, nineteen (19) or eight point fifty two percent (8.52%) stated that
there is a moderate effect. Six (6) or two point sixty nine percent (2.69%) stated
that there is a very great effect and, six (6) or two point sixty nine percent
(2.69%) stated that there is a great effect. Next, one (1) or zero point zero four
percent (0.04%) stated that there is a less/little effect. One (1) or point zero four
percent (0.04%) stated that there is no effect on the frequency of buying the
product. Out of seventy two (72) or thirty two point twenty nine percent (32.29%)
second year respondents, twenty seven (27) or twelve point eleven percent
(12.11%) stated that there is a moderate effect. Twenty three (23) or ten point
thirty one percent (10.31%) stated that there is a great effect. Eleven (11) or four
point ninety three percent (4.93%) stated that there is a less/little effect. Seven
(7) or three point thirteen percent (3.13%) stated that there is a very great effect.
Lastly, six (6) or two point seven percent (2.7%) stated that there is no effect on
the frequency of buying the product. Out of sixty five (65) third year respondents
twenty five (25) or eleven point twenty one percent (11.21%) had a moderate
effect, seventeen (17) or seven point sixty two percent (7.62%) had a very great
effect, fourteen (14) or six point twenty eight (6.28%) had less/little effect, six (6)
or two point seven percent (2.7%) had no effect and three (3) or one point thirty
five percent (1.35%) had great effect. Out of fifty three (53) fourth year
respondents twenty nine (29) or thirteen point zero one percent (13.01%) had
moderate effect, ten (10) or four point forty eight percent (4.48%), eight (8) or
three point fifty nine percent (3.59%) had great effect, three (3) or one point thirty
106
five percent (1.35%) had a very great effect and three (3) or one point thirty five
percent (1.35%) had no effect.
Out of twenty seven (27) working students or twelve point eleven
(12.11%), seventeen (17) working students or seven point sixty-two percent
(7.62%) states that there is a moderate effect. Followed by, nine (9) or four point
zero four percent (4.04%) states that there is a great effect. Next, seven (7) or
three point fourteen percent (3.14%) states that there is less/little effect. And
then, three (3) or one point thirty-five percent (1.35%) stated that there is no
effect. One (1) or point zero four percent (0.04%) had experienced a very great
effect on the frequency of buying the product. Forty one (41) or eighteen point
thirty nine percent (18.39%) stated that there is a great effect. Thirty five (35) or
fifteen point seven percent (15.7%) stated that there is a less/little effect. Twenty
(20) or eight point ninety-seven percent (8.97%) stated that there is a very great
effect. Fourteen (14) or six point twenty-eight percent (6.28%) stated that there is
no effect on the frequency of buying the product.
Out of one hundred twenty (120) respondents of ABS-CBN televiewers or
fifty-three point eighty-one percent (53.81%), fifty seven (57) or twenty five point
fifty-six percent (25.56%) had a moderate effect. Thirty three (33) or four point
eighty percent (4.80%) had a great effect. Fifteen (15) or six point seventy three
percent (6.73%) had a less/little effect. Twelve (12) or five point thirty eight
percent (5.38%) had no effect. Nine (9) or four point zero four percent (4.04%)
had a very great effect on the frequency of buying the product. Out of twenty-nine
(29) respondents of TV5 televiewers or thirteen percent (13%), nine (9) or four
107
point zero four percent (4.04%) had a moderate effect. Nine (9) or four point zero
four percent (4.04%) had a very great effect. Seven (7) or three point fourteen
percent (3.14%) had less/little effect. Four (4) or one point seventy nine percent
(1.79%) had a very great effect on the frequency of buying the product. Out of
seventy four (74) respondents of GMA televiewers or three point eighteen
percent (3.18%), thirty three (33) or fourteen point eighty percent (14.80%) had a
moderate effect. Seventeen (17) or seven point sixty two percent (7.62%) had a
great effect. Nine (9) or four point zero four percent (4.04%) had a very great
effect. Nine (9) or four point zero four percent (4.04%) had a less/little effect. Six
(6) or two point sixty nine percent (2.69%) had no effect on the frequency of
buying the product.
As to stores where the products are regularly bought, majority of the
respondents stated that there is moderate impact with 73 (32.74%), great effect
with 52 (23.32%), less/little effect with 36 (16.14%), then very great effect with 33
(14.80%), 29 (13%) of the respondents stated that there is no effect on the extent
of impact in terms of stores where the products are regularly bought.
As to number of pieces of products purchased, most of the respondents
stated that there is moderate effect with 78 (34.98%) on the extent of impact in
terms of the number of pieces of products purchased, less/little effect with 51
(22.87%), great effect with 33 (14.80%), no effect with 32 (14.35%) while very
great effect constituted least extent of impact in terms of number of pieces of
products purchased with 29 (13%).
108
Out of ninety one (91) male respondents, forty one (41) or eighteen point
thirty nine percent (18.39%) stated moderate effects, twenty four (24) or ten point
seventy six percent (10.76%) stated great effects, thirteen (13 ) or five point
eighty two percent (5.82%) stated no effect, and then twelve (12 ) or five point
thirty eight percent (5.38%) stated very great effect and lastly nine, (9) or four
point zero four (4.04%) stated less/ little effect. Out of one hundred thirty two
(132) female respondents fifty seven (57) or twenty five point fifty six percent
(25.56%) stated moderate effect, thirty five (35) or fifteen point seven percent
(15.7%) stated great effect next nineteen (19) or eight point fifty two percent
(8.52%) stated less/ little effect, and then eighteen (18) or eight point zero seven
percent (8.07%) stated no effect and lastly eight (8) or three point nine percent
(3.9%) stated very great effect.
Out of eighty two (82) or thirty six point seventy seven percent (36.77%)
respondents from ages 15- 17 years old, thirty four (34) or fifteen point twenty
five percent (15.25%) stated moderate effect, twenty (20) or eight point eighty
seven percent (8.97%) stated great effect and thirteen (13) or fifty two point
eighty two percent (5.82%) stated less/ little effect and lastly, three (3) or one
point thirty five percent (1.35%) stated no effect. Out of one hundred twenty
seven ( 127) or fifty six point ninety five percent (56.95%) respondents from ages
18- 20 years old, forty eight (48) or twenty one point fifty two percent (21.52%)
stated moderate effect, thirty one (31) or thirteen point ninety percent (13.90%)
stated great effect, twenty (20) or eight point ninety six percent (8.96%) stated
less/ little effect, eleven (11) or four point ninety three percent (4.93%) stated no
109
effect and seven (7) or three point fourteen percent (3.14%) stated very great
effect. Out of eleven (11) or four point ninety three percent) 4.93% respondents
from ages 21-23 years old, five (5) or two point twenty four percent (2.24%)
stated less/ little effect, followed by three (3) or one point thirty four percent
(1.34%) stated moderate effect, next two (2) or zero point eighty percent ( 0.80%)
stated great effect and one (1) or zero point zero four percent (0.04%) stated no
effect and no respondents stated very great effect. Out of one (1) or four point
forty eight percent (4.48%) respondents from ages 24-26 years old, only one (1)
or zero point zero four percent (0.04%) stated moderate effect. Out of two (2) or
eight point ninety six (8.96%) respondents from ages 27-30 years old, one (1) or
zero point zero four percent (0.04%) stated moderate effect and the other one (1)
or zero point zero four percent (0.04%) stated less/ little effect.
Out of thirty three (33) or fourteen point eight percent (14.8%) first year
respondents, nineteen (19) or zero point fifty two percent (0.52%) stated
moderate effect, followed by six (6) or two point sixty nine percent (2.69%) stated
great effect, six (6) or two point sixty nine percent (2.69%) stated very great
effect, and one (1) or zero point zero four percent (0.04%) stated no effect and
one (1) or zero point zero four percent (0.04%) states less/ little effect. Out of
seventy two (72) or thirty two point twenty nine percent (32.29%) second year
respondents, twenty seven (27)or twelve point eleven percent (12.11%) stated
moderate effect, followed by twenty three (23) or ten point thirty one percent
(10.31%) stated great effect, eleven (11) or four point ninety three percent
(4.93%) stated less/ little effect and then seven (7) or three point thirteen percent
110
(3.13%) stated very great effect, and six (6) or two point seven percent (2.7%)
stated no effect. Out of sixty five (65) or twenty nine point fifteen percent
(29.15%) third year respondents, twenty five (25) or eleven point twenty one
percent (11.21%) stated moderate effect, seventeen (17) or seven point sixty two
percent (7.62%) stated great effect, fourteen (14) or six point twenty eight
(6.28%) stated less/little effect, and then six (6) or two point seven percent
(2.7%) stated no effect, and three (3) or one point thirty five percent (1.35%)
stated very great effect. Out fifty three (53) or twenty three point seventy seven
percent (23.77% ) forth year respondents, twenty nine (29) or thirteen point zero
one percent (13.01%) stated moderate effect, ten (10) or four point forty eight
percent (4.48%) stated less/ little effect, eight (8 ) or three point fifty nine percent
(3.59%) stated great effect, and then three (3) or one point thirty five percent
(1.35%) stated very great effect and lastly, three (3) or one point thirty five
percent (1.35%) stated no effect.
Out of twenty five (25) or eleven point twenty one percent (11.21%)
working students, seventeen (17) or seven point sixty two percent (7.62%) stated
moderate effect, nine (9 )or four point zero four percent (4.04%) stated great
effect, seven (7) or three point fourteen (3.14%) stated less/little effect, and three
(3) or one point thirty five percent (1.35%) stated no effect and, one (1) or zero
point zero four percent (0.04%) stated very great effect. Out of one hundred
ninety six (196) or eighty seven point eighty nine percent (87.89%) full time
students, eighty six (86) or thirty eight point fifty seven percent (38.57%) stated
moderate effect, forty one (41) or eighteen point thirty nine percent (18.39%)
111
stated great effect, thirty five (35) or fifteen point seven percent (15.7%) stated
less/ little effect, twenty (20) or eight point ninety seven percent (8.97%) stated
very great effect and, fourteen (14) or six point twenty eight percent (6.28%)
stated no effect.
Out of one hundred twenty (120) or fifty three point eighty one percent
(53.81%) preferred ABS-CBN, fifty seven (5) or twenty five point fifty six percent
(25.56%) states moderate effect, thirty three (33) or four point eighty percent
(4.80%) stated great effect, fifteen (15) or six point seventy three percent (6.73%)
stated less/ little effect, twelve (12) or five point thirty eight percent (5.38%)
stated no effect, and nine (9) or four point zero four percent (4.04%) stated very
great effect. Out of twenty nine (29) or thirteen percent (13%) preferred TV5, nine
(9) or four point zero four percent (4.04%) stated great effect, nine (9) or four
point zero four percent (4.04%) stated moderate effect, seven (7) or three point
fourteen percent (3.14%) stated less/ little effect, four (4) or one point seventy
nine percent (1.79%) stated very great effect, no one stated no effect. Out of
seventy four (74) or three point eighteen percent ( 3.18%) preferred GMA, thirty
three (33) or fourteen point eighty (14.80%) stated moderate effect, 17 or 7.62%
stated great effect, 9 or 4.04% stated very great effect, and 9 or 4.04% stated
less/ little effect and 6 or 2.69% stated no effect. Out of two hundred twenty three
(223) respondents, seventy three ( 73) or thirty two point seventy four percent
(32.74%) stated moderate effect, fifty two(52) or twenty three point thirty two
percent (23.32%) stated great effect, next, thirty six (36) or sixteen point sixty
four percent (16.64%) stated less/ little effect, thirty three ( 33) or fourteen point
112
eighty percent (14.80%) stated very great effect, and lastly, twenty nine (29) or
thirteen percent (13%) stated no effect.
Out of 91 male respondents, 41 (18.39%) males has moderate effect, 24
(10.76%) males has a great effect, 12 (5.38%) males very great effect, 9 (4.04%)
males has little/less effect and 5 (2.24%) has no effect. Out of 132 female
respondents 57 (25.56%) females has moderate effect, 35 (15.70%) females has
great effect, 19 (8.52%) females has less/little effect, 13 (5.83%) female has no
effect and 8 (3.59%) females has very great effect on the extent of impact on
stores where products are regularly bought.
Out of 82 respondents age 15-17, 37 (16.59%) has moderate effect, 21
(9.42%) has great effect, 11 (4.93%) has very great effect, 9 (4.04%) has
less/little effect and 4 (1.79%) has no effect. Out of 127 respondents age 18-20,
56 (25.11%) has moderate effect, 33 (14.80%) has great effect, 17 (7.62%) has
little/less effect, 14 (6.28%) has no effect and 7 (3.14%) has very great effect.
Out of 11 respondents age 21-23, 5 (2.24%) has moderate effect, 3 (1.35%) has
very great effect, 2 (0.90%) has less/little effect, 1 (0.45%) has very great effect
and 0 has no effect. 1 (0.45%) as moderate effect. Out of 2 respondents, 2
(0.90%) has great effect on the extent of impact on stores where products are
regularly bought.
Out of 33 first year respondents, 16 (7.17%) has great effect, 10 (4.48%)
has moderate effect, 6 (2.69%) has very great effect, 1 (0.45%) has less/little
effect and 0 has no effect. Out of 72 second year respondents, 34 (15.25%) has
113
moderate effect, 20 (8.97%) has great effect, 10 (4.48%) has less/little effect, 7
(3.14%) has very great effect and 1 (0.45%) has no effect. Out of 65 third year
respondents, 22 (9.87%) has moderate effect, 18 (18.07%) has great effect, 11
(4.93%) has less/little effect, 9 (4.04%) has no effect and 5 (2.24%) has very
great effect. Out of 53 fourth year respondents, 29 (13%) has moderate effect, 10
(4.48%) has great effect, 7 (3.14%) has less/little effect, 5 (2.24%) has no effect
and 2 (0.90%) has very great effect on the extent of impact on stores where
products are regularly bought.
Out of 25 part time/full time respondents 12 (5.38%) has moderate effect,
5 (2.24%) both had great and less effect, 2 (0.9%) has very great effect and 1
(0.45%) has no effect. Out of 2 call center agents respondents, 2 (0.9%) has very
great effect, and 0 had great, moderate, less and no effect. Out of 196
unemployed respondents, 86 (38.57%) has moderate effect, 50 (22.42%) has
great effect, 24 (10.76%) has less effect and 19 (8.52%) has very great effect, 17
(7.62%) has no effects.
Out
of
120
respondents
who
preferred
ABS-CBN
as
the
TV
station/channel being watched, 57 (25.56%) has a moderate effect, 33 (14.8%)

has great effect, 15 (6.73%) has less effect, 12 (5.38%) has no effect ad 9
(4.04%) has very great effect. out of 29 respondents who preferred TV% as the
TV station/channel being watched, 9 (4.04%) both had great and moderate
effect, 7 (3.14%) has less effect, 4 (1.79%) has very great effect and 0 has no
effect. Out of 74 respondents who preferred GMA as the TV station/channel
114
being watched, 33 (14.8%) has a moderate effect, 17 (7.62%) has great effect, 9
(4.04%) both had very great and less effect and 6 (2.69%) has no effect.
In terms of extent of impact of number of pieces of products bought out of
91 male respondents, 40 (17.94%) has moderate effect, 20 (8.97%) has less
/little effect, 13(5.83%) has great effect, 12(5.38%) has very great effect and 6
(2.69%) has no effect. Out of 132 female respondents 59(26.46%) has a
moderate effect, 31(13.9%) has less or little effect, 19 (8.52%) has great effect,
16(7.17%) has no effect and 7 (3.14%) has a very great effect.
As to age, out of 82 respondents ages from 15-17, 41 (18.39%) has a
moderate effect, 14(6.28%) as a great effect, 12 (5.38%) has less effect, 9
(4.04%) has very great effect, and 6(2.69%) has no effect. Out of 127
respondents ages from 18-20, 56(25.11%) has a moderate effect, 30 (13.45%)
has a less/ little effect, 17 (7.62%) has a great effect, 15(6.73%) has no effect
and 9 (4.04%) has a very great effect. Out of 11 respondents ages 21-23,
5(2.24%) had less effect, 3(1.35%) had moderate effect, 2 (0.90%) has a great
effect, 1 (0.45%) had no effect, and 0 had very great effect. Out of 1 respondents
ages from 24-26, 1(0.45%) has no effect, and 0 had very great effect, moderate
and less effect. Out of 2 respondents ages from 27-30, 1(0.45%) both had less
and no effect and 0 had very great, great and moderate effects.
According to sex, 40(17.94%) of male and 59(26.46%) of female evaluate
that teleserye has a moderate effect. Its followed by 20(8.97%) of male and
31(13.9%) of female respondents said that it has less effect. 13(5.83%) of
115
19(8.52%) female of respondents said that terleserye has a great effect. In the
other hand 12(5.38%) male in respondents evaluate that it has a very great effect
while 16 of female or (7.17%) of the respondents assessed that it has no effect. 6
of male or (2.09%) of respondents has an assessment of no effect while 7
females of (3.14%) has a different assessment with a very great effect. In terms
of age 41(18.39%) most of 15-17 years old and 56(25.11%) in 18-20 years old of
respondents assessed that is has a moderate effect while 5(2.24%) of 21-23
years old said that teleserye has a less effect. Next from 15-17 years old
14(6.28%) in this age rate that teleserye has a great effect, 18-20 years old with
30(13.45%) told that it has a less effect while 3(1.35%) of 21-23 years old
appraised that it has a moderate effect. Third from the numbers that 12(5.38%) of
51-17 years old assessed that teleserye has a less effect and 17(7.62%) of 18-20
years old and 2(.90%) 21-23years old of respondents said that it has a great
effect. Next in the arrangement is 9(4.04%) of 15-17 years old of respondents
assessed that teleserye has a very great effect while 15(6.78%) 18-20 yeas old
experience no effect. In group of year levels, most of 1 st years with 16(7.7%) ,
36(16.14%) in 2nd year, 21(9.42%) 3rd year and 15(6.37%) of 4 th year assessed
that teleserye has a moderate effect. Next is 7(3.41%) 1 st year rated that is has a
great effect while 14(6.27%) 2nd year, 19(8.52%) 3rd year and 13(5.83%) 4th year
assessed that it has less effect. Third in the arrangement are 5(2.24%) 1 st year
assessed that teleserye has a very great effect while 10(4.48%) of 2 nd years said
that it has a great effect, and 10(9.48%) of 3 rd year and 8(3.59%) of 4th year
experience no effect. Nat is 9(1.79%) of 1 st year has the assessment of less
116
effect while second year with 9(4.04%) said teleserye has a very great effect and
9(4.04%) 3rd year and 6(2.69%) said that I has a great effect. Least of the
numbers of 1st year with 1(.04%) and 3(1.35%) 2 nd year has an assessment of no
effect while 3rd year with 6(2.69%) and 4th year with 1 (.40%) experienced very
great effect. According to employment, Part/Fulltime employed respondents
highest number with 12(5.38%) and 81(36.32%) of unemployed said that
teleserye has a moderate effect while all call center agents with a number of
2(0.08%) in the respondents said that it has less effect. Next form the largest
Part/Fulltime employed with 6(2.69%) and unemployed with 44(19.73%) said that
it has less effect. 5(2.24%) Part/Fulltime said that it has a very great effect while
30(13.45%) of unemployed said that it has a great effect. Part/Fulltime employed
with 1(.04%) said that it has a great effect and no effect while 21(9.42%)
unemployed, that is least of them said that it has very great effect. In terms of the
TV channel, most number who watched at ABS-CBN with 53(23.77%), TV5 with
10(4.48%) and GMA with 32 (14.35%) ssessed that teleserye has a moderate
effect. Second to the largest of ABS-CBN with 31(13.90%) and GMA with
15(6.37%) said that teleserye has less effect whike in TV5 with 5(2.24%) said
that it has a great effect. The third form the largest of number of viewers in ABSCBN with 14(6.28%) and in GMA with 12(5.28%) said that it has a great effect
while TV5 with 3(1.53%) said that it has a less effect. Second to the least
numbers of viewers in ABS-CBN with 14(6.27) said that it has no effect while in
GMA with 8(3.59%) said that it ha a very great effect. The least number of the
viewers from ABS-CBN with 8(3.59%) and in TV5 with 1(.04%) said that it has a
117
great effct while the least in GMA with 7(3.14% said that it has no effect. There is
a difference in the assessment of the respondents in the number of piecesof
product purchased according to their profile.
3. There is a difference in the assessment of the respondents in the effects
of Networks Teleserye to the buying behavior of the marketing major
students in the Colleges of Business of the Polytechnic University of the
Philippines.
4. Problems Encountered by the Respondents Relative to the Effects of
Networks Teleserye to their Buying Behavior
Unavailability of the products in the store constituted the biggest
percentage with 73 (32.74%), followed by tendency to become brand
conscious with 72 (32.29%), while buying products irrationally landed third
place with 55 (24.66%), then buying products not suited to ones need with
54 (24.22%) and 45 (20.18%) respondents considers forced to buy the
product even if it is expensive as one of the problems they encountered
relative to the effects of networks teleserye to their buying behavior.
Conclusion
Based on the findings of the study, the following conclusions were drawn:
1. Majority of the respondents are female. Respondents belonging to age group
18-20 years old constituted the greatest number. Majority of the respondents
118
were second year students. Majority of the respondents works as a part time or
full time. Most of the respondents prefer to watch channel 2.
2. Majority of the respondents considered that there is moderate effect on the
extent of impact to their buying behavior on the types of products bought. Most of
the respondents agree that there is a moderate effect on the extent of impact in
terms of frequency of buying the product. The biggest number of respondents
states that there is a moderate effect on the extent of impact in terms of the
stores where the products are regularly bought. Respondents consider most that
there is a moderate effect on the extent of impact in terms of the number of
pieces of products purchased.
Majority of Male and Female respondent constitute the highest vote in
moderate effect in terms of types of products bought or purchased.
In terms of the types of products bought or purchased states that
respondent from ages 15-17 years, majority states that they were not affected.
From 18-20 years of age, majority were affected moderately. Majority of the
respondents ages 21-23 years states that they were moderately affected,
respondent ages 24-26 years experienced a great effect and respondents ages
27-30 years states that they had a great and very great affected.
As to year level in terms of the types of products bought or purchased
states that Majority of the 1 st year students had a very great effect and moderate
effect. While 2nd year, 3rd year and 4th year students states that they were
moderately affected.
119
Majority of the respondents has a moderate effect on the assessment of

the effects of networks teleserye to the buying behavior of marketing major
students in terms of stores where the products are regularly bought.
Majority of the male respondents has a great effect in terms of the stores
where the products are regularly bought as to their sex. Greatest number of
female respondents has a moderate effect towards the stores where the products
are regularly bought based on their sex.
Majority of the respondents ages from 15 to 17 years old has a moderate
effect, the predominant part of the respondents ages from 18 to 20 years old also
has a moderate effect, greatest number of respondents ages from 21 to 23 years
old has a moderate effect, biggest part of the respondents ages from 24 to 26
years old has a moderate effect and the largest part of respondents ages from
27 to 30 years old has a great effect on the stores where the products are
regularly bought according to their age.
Majority of the respondents who are in their first year level has a great
effect, largest part of the respondents who are in their second year level has a
moderate effect, predominant part of the third year respondents has a moderate
effect, and greatest number of the fourth year respondents has a moderate effect
in terms of the stores where the products are regularly bought as to their year
level.
Majority of the respondents who are working in part time/fulltime has a
moderate effect, biggest share of the respondents who are working as a call
center agent has a great and moderate effect, and greatest number of the
120
respondents who are unemployed has a moderate effect on the stores where the
products are regularly bought based on their employment.
Majority of the respondents who preferred ABS-CBN has a moderate
effect, predominant part of the respondents who preferred TV5 has a moderate
effect, and greatest number of the respondents who preferred GMA has a
moderate effect in terms of the stores where the products are regularly bought as
to the TV station/channel being watched.
The majority of respondents on the assessment of the effects of networks
teleserye to the buying behavior of marketing students in terms of the frequency
of buying the product had a moderate effect. As to gender, the majority of both
male and female respondents had a moderate effect. As to age, the majority of
15-17 years old respondents had a moderate effect, 18-20 years old respondents
had a moderate effect, 21-23 years old respondents had a great effect, 24-26
years old respondents had a moderate effect and 27-30 years old respondents
had moderate and great effect. As to year level, the majority of 1 st year
respondents had a moderate effect, of 2nd year respondents had very great
effect, 3rd year respondents had a moderate effect and 4 th year respondents had
a moderate effect. As to employment the majority of part time/full time employee
respondents had a moderate effect, call center agent respondents had a
less/little and moderate effect, unemployed respondents had moderate effect. As
to TV station/Channel being watched/viewed, the majority of ABS-CBN viewers
had a moderate effect, TV5 viewers had a moderate effect, and GMA viewers
had a moderate effect
121
According to the number of pieces of products purchased, majority of the

respondents had a moderate effect.
According to number of pieces of product purchased as to sex majority of
the male respondents had a moderate effect and majority of the female
respondents had also a moderate effect.
According to number of pieces of product purchased as to age majority of
the respondents ages 15-17 years experienced a moderate effect, majority of the
respondents ages 18-20 years old experienced moderate effect, majority of the
respondents ages 21-23 years old experienced less/little effect, majority of the
respondents ages 24-26 years old experienced and majority of the respondents
ages 27-30 years old experienced both less/little effect and no effect.
According to the number of pieces purchased as to year level majority of
the 1st year respondents encountered a moderate effect, majority of the 2 nd year
respondents encountered a moderate effect, majority of the 3 rd year respondents
encountered a moderate effect and majority of the 4 th year respondents
encountered a majority effect.
According to the numbers of pieces of product purchased as to
employment majority of the respondents who have a part/full time job had a
moderate effect, majority of the call center agent respondents had a less/little
effect and majority of the unemployed respondents had a moderate effect.
According to the number of pieces of product purchased as to TV/Channel
being watched majority of the respondents of ABS-CBN televiewers experienced
122
a moderate effect, majority of the respondents of TV5 televiewers experienced a

moderate effect and majority of the respondents of GMA televiewers had also a
moderate effect.
3. The greatest problem encountered by the respondents was the unavailability
of the product in the stores.
RECOMMENDATION
The most effective medium of promoting a product is through television.

The researchers recommend that whenever a company uses teleserye in
promotion, they must able to sustain the availability of the product in the store.
Respondents has the tendency to become brand conscious. Researchers
recommend to the respondents that they can use alternatives or other brands
products. Buying other brand products serves as an alternative so that if the
product of the brand which youre patronizing isnt available, you have something
to use. Being brand conscious doesnt affect your social status but it helps you to
become practical.
Based on this study, respondents buy products irrationally. They must
think before buying something. By doing this, it can lessen the chance of
spending lavishly and can help you save money.
123
Some of the respondents buy products that are not suited to ones need.
Researchers recommend the respondents to be more practical and buy what is
really needed. You can treat yourself by buying something which you really
desire as long as it doesnt affect your budget.
Bibliography
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Kotler, Philip et.al , Marketing Management: An Asian Perspective. Singapore:
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Kotler, P. and Armstrong, G. Principles of Marketing 10th Edition. New Jersey:
Prentice Hall International Inc, 2008
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Lambert, Douglas M. and Stock, James R. Strategic Logistics Management.

Singapore: Irwin-McGraw Hill, 1991
Mason, Emmanuel J. and Bramble, William J., Research in Education and the
Behavioral Science Concepts and Methods, USA: Times Mirror Higher
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McDaniel, Carl Jr. and Gates,Roger. Marketing Research Essentials. USA: South
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McDaniel, Carl, Jr. and Gates Roger. Marketing Research Essentials. USA:
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Medina, R.G. Principles of Marketing. Revised Edition. Rex Bookstore, Inc, 2011
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OShaughnessy, John. Competitive Marketing A Strategy Approach. New York:
Routledge, 1992
Perreault, W.D. and McCarthy, J.E. Basic Marketing: a Global Managerial
Approach 15th Edition. McGraw-Hill International Edition, 2005.
Pride, William and Ferrell, O.C. Foundations of Marketing 4th Edition. Cengage
Learning,. 2009
Strebinger and Otter. DOUBLE HETEROGENEITY IN BRAND
CONSCIOUSNESS. Wirtschaftsuniversitt Wien,1998.
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http://www.bates.edu/academics/sophomore-hub/
http://en.wikipedia.org/wiki/ABS-CBN
http://expertscolumn.com/content/why-education-important-our-life
http://www.philstar.com/Article.aspx?
articleId=827914&publicationSubCategoryId=70
http://teleseryeeffects.blogspot.com/2012/06/telesrye-its-effects-to-people.html
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=1413
125
http://en.wikipedia.org/wiki/Philippine_drama
http://www.articlesbase.com/branding-articles/the-impact-of-celebrity-onbranding-1726759.html
APPENDICES
Appendix 1
QUESTIONNAIRE
Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students of Polytechnic University of the Philippines
Dear Respondents,
We are students of the Polytechnic University of the Philippines, taking up Bachelor of Science in Business
Administration Major in Marketing Management. We are now conducting a research about the effects of networks teleserye to the
buying behavior of marketing major students of the Polytechnic University of the Philippines. May we request you to answer this
questionnaire. We assure you that your answers will be kept confidentially.
Thank You.
The Researchers
Part I Profile of the Respondents
Instruction: Kindly provide the needed information by putting a check mark (
1.1 Sex
___male
1.2 Age
___15-17 years old
1.3 Year Level
___1st year
) on the space provided for.
___female
___18-20 years old
___2nd year
___21-23 years old
___3rd year
1.4 Employment (if any)

___part time/full time ___call center agent
___others (please specify) ____________
___sales clerk
1.5 TV Station/Channel Being Watched/ Watched

___ Channel 2 (ABS-CBN)
___ Channel 5 (TV5)
___24-26 years old
___27-30 years old
___4th year
___unemployed
___ Channel 7 (GMA)
Part II Respondents Assessment of the Effects of Networks Teleserye to the Buying Behavior of Marketing Major Students of the
Instruction: Kindly state the effects of the networks teleserye to your buying behavior. Use the following indicators for your
answers.
5- Very Great Effect
4- Great Effect
2- Less Effect
3- Moderate Effect
1- No Effect
126
Aspects of Buying Behavior
Extent of Impact
5
4
3
2.1 Types of products bought or purchased

2.2 Frequency of buying the product.
2.3 Stores where the products are regularly bought
2.4 Number of pieces of product purchased
Part III Problems Encountered by the Respondents Relative to the Effects of Networks Teleserye to their Buying Behavior
Instruction: Please specify which of the following problems you may have encountered relative to the effects of networks teleserye
to your buying behavior. Put a check (
) mark on the space provided for
__3.1 Unavailability of the product in the store

__3.2 Forced to buy the product even if it is expensive
__3.3 Tendency to become brand conscious
__3.4 Buying products not suited to ones need
__3.5 Buying products irrationally
Appendix 2
Letter of Permit
Republic of the Philippines

Polytechnic University of the Philippines
Mabini Campus, Anonas St.
Sta.Mesa, Manila, Philippines
COLLEGE OF BUSINESS
October __, 2012
Madam Merla Villanueva

Chairperson
College of Business
Dear Maam
Greetings!
We, Group 4 of BSBA MM 3-5d, currently taking our research paper entitled EFFECTS OF
NETWORKS TELESERYE OF THE BUYING BEHAVIOR OFMARKETING STUDENTS OFTHE
COLLEGE OF BUSINESS OF THE
127
POLYTECHNIC UNIVERSITYOF THE PHILIPPINES as the major requirements to be able to

finished this semester AY 2012-2013.
In connection with this, we would like to request
permission to conduct survey/interview with the students in
marketing major of all year levels of the Polytechnic
University of the Philippines. Rest assured that the
information and data that we will gathered will be used for
academic purposes only.
Anticipating for your kind consideration on this request.
Thank you.
Sincerely yours,
Group 4 BSBA MM 3-5d
Appendix 3
CURRICULUM VITAE
Carolyn Joy L. Rafanan
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
:
:
:
1717 Saturn St. Constellation Homes Angono, Rizal

18
Single
December 9, 1993
Filipino
Female
Catholic
Cesar Rafanan
Laura Rafanan
128
2. Educational Attainment
Tertiary
Polytechnic University of Philippines
Secondary
Colegio De San Clemente
Elementary
Joaquin Guido Elementary School
3. Professional Development
Seminars Attended
: MarkProf Roadshow: E=MC Empower= (MarkProf Candidate)
: LETS TALK GREEN: A VOYAGE TO GREEN MARKETING
: IMARCOM
CURRICULUM VITAE
Riza L. Repizo
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
:
:
:
:
:
:
:
324 Altura Exit Sta. Mesa, Manila

18
Single
November 14, 1993
Filipino
Female
Catholic
129
Parents
:
:
Resurrecion Repizo
Elizelda Repizo
Tertiary
Secondary
Elementary
:
:
Romblon National High School

San Jose Elementary School
Seminars Attended
: DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics
: LEVEL UP: Winning the Battle Across and Beyond
CURRICULUM VITAE
Romio P. Rodelas
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
:
:
:
:
:
Blk 25 Lower Eastment Kabisig Floodway San

Andres, Cainta, Rizal
18
Single
February 9, 1994
Filipino
130
Sex
Religion
Parents
:
:
:
:
Male
Catholic
Bernardino Rodelas
Iluminada P. Rodelas
Tertiary
Secondary
Elementary
:
:
:

Francisco P. Felix Memorial National HighSchool
Cainta Elementary School
Seminars Attended
: SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE
CURRICULUM VITAE
Jealina Justine DV. Sadural
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
:
:
:
:
:
:
40 Balleser St. Central Signal Village, Taguig City

18
Single
November 18, 1993
Filipino
Female
131
Religion
Parents
:
:
:
Catholic
Dina Sadural
Severo Sadural
Tertiary
Secondary
Elementary
:
:
:

Anne-Claire Montessori
Anne-Claire Montessori
Seminars Attended
CURRICULUM VITAE
Venus F. Sediaco
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
:
:
:
:
:
Montalban, Rizal
19
Single
September 29, 1993
Filipino
132
Sex
Religion
Parents
:
:
:
:
Female
Catholic
Reynaldo Sediaco
Freida Sediaco
Tertiary
Secondary
Elementary
:
:
:

NHS Nangka High School
NES Nangka Elementary School
Seminars Attended
: IMARCOM
CURRICULUM VITAE
Muriel B. Sia
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
:
:
:
:
:
27 Kalayaan B. Batasan Hills Quezon City

18
Single
July 7, 1994
Filipino
133
Sex
Religion
Parents
:
:
:
:
Female
Catholic
Enrique Sia
Ofelia Sia
Tertiary
Secondary
Lagro High School

Elementary
Commonwealth Elementary School
Seminars Attended
: Marketing War: a Battle for Survival
CURRICULUM VITAE
Jessica Mae Socorro
1. Personal Data
Address
Age
Civil Status
Date of Birth
:
:
:
:
415 Craig Street Sampaloc, Manila

18
Single
June 22, 1994
134
Citizenship
Sex
Religion
Parents
:
:
:
:
Filipino
Female
Catholic
Maria Corazon D. Socorro
Jessie S. Socorro
Tertiary
Secondary
Elementary
:
:
:

Ramon Magsaysay High School
Holy Trinity Academy
Seminars Attended
: DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES
CURRICULUM VITAE
Justin Soriano
1. Personal Data
Address
Age
Civil Status
:
:
:
014 Madonna Homes Cainta, Rizal

18
Single
135
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
August 10, 1994

Filipino
Male
Catholic
Ronald Soriano
Letty Soriano
Tertiary
Secondary
Elementary

City of Mandaluyong Science High School
Cainta Elementary School
Seminars Attended
: STRATEGIC MARKETING WARFARE: GAME OF THE BRAND
GENERALS
CURRICULUM VITAE
Nikko Rafael Z. Tacadena
1. Personal Data
Address
Southampton St. Birminghan Place Cainta, Rizal

136
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
:
:
18
Single
November 9, 1993
Filipino
Male
Catholic
Gally Tacadena
Cecilia Tacadena
Tertiary
Secondary
Elementary

Mandaluyong High School
San Gabriel III Elementary School
Seminars Attended
: GENERATION G
CURRICULUM VITAE
Kimberly Mhay M. Tupaz
1. Personal Data
Address
Civil Status
:
:
543 Misa St. Poblacion North, Sta.Cruz, Zambales

Single
137
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
May 28, 1994

Filipino
Female
Catholic
Edifredo P. Tupaz
Norma M. Tupaz
Tertiary
Secondary
:
:
Santa Cruz Academy
Elementary
:
Don Marcelo C. Marty
Elementary School
Seminars Attended
CURRICULUM VITAE
Diana
Rose
B.
Velasco
138
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
:
:
:
H Gumamela Ext. Gen.T.De Leon Valenzuela City

19
Single
April 19, 1993
Filipino
Female
Catholic
Pierre Velasco
Adora Velasco
Tertiary
Secondary
:
:

Valenzuela National High School
Elementary
Bitik Elementary School
Seminars Attended
: DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics
CURRICULUM VITAE
Ronel T. Victoria
139
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
:
:
:
020 Dolores Piring Mexico, Pampanga

19
Single
March 23, 1993
Filipino
Male
Catholic
Roel Victoria
Jeanie Victoria
Tertiary
Secondary
:
:

Dela Paz-Libutad High School
Elementary
Dolores, Piring Elementary School
Seminars Attended
CURRICULUM VITAE
Louie Czar S. Victorino

140
1. Personal Data
Address
Age
Civil Status
Date of Birth
Citizenship
Sex
Religion
Parents
:
:
:
:
:
:
:
:
:
353 A.Bonifacio St. Mandaluyong City

19
Single
April 11, 1993
Filipino
Male
Catholic
Cesar Victorino
Shirley Victorino
Tertiary
Secondary
Elementary
:
:
:

St. Johns Academy
St. Johns Academy
Seminars Attended
: IMARCOM
141

Teleserye FINAL

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Chapter 1

THE PROBLEM AND ITS BACKGROUND

Background of the study

Since kids-oriented teleseryes are not frequently produced, children tend to

understanding. This type of teleserye is unhealthy for the kids because it

severity of these effects depends on the amount of television an individual

A highly prevalent problem in our society today is the misconstrued

Identification of the profile of

Profile of the respondents

Assessment of the effects of

Statement of the Problem

4. What are the problems encountered by the marketing students of the

Scope and Limitations of the Study

Significance of the Study

awareness also gives a much deeper understanding of themselves as students

REVIEW OF RELATED LITERATURE AND STUDIES

TVB to determine the role TV plays as part of a multiplatform environment for

executive producer of "Encrucijada: Sin Salud No Hay Nada" ("Crossroads:

teleserye/teledrama is a television form of melodramatic serialized fiction. It is

Endorsement' has attracted immense debate on whether it really contributes to

Synthesis of the Reviewed Literature and Studies

The descriptive research method was used in this study. Descriptive

characteristics about the population or phenomenon being studied. Descriptive

Part two consist of respondents assessment of the effects of networks

Statistical Treatment of Data

The researcher utilized the following statistical tools to analyze and

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter consists of presentation, analysis and interpretation of data

Table 1 reflects the frequency and percentage distribution of male and

Table 2 reflects the frequency and percentage distribution of 15-17 years

Majority of the respondents are ages between 18 to 20 years old. One

1.3 Year Level

Full time student

Table 4 reflects the frequency and percentage distribution of the type of

No people can live properly without education. By the means of

Table 5 reflects the frequency and percentage of the TV Channel Stations

2.1Types of products bought or purchased

(5)Very Great Effect

Table 6 reflects the Extent of Impact in of terms of the types of products

Majority of the respondents are experiencing a moderate effect of the

Types of Product Bought or Purchased

Table 7 reflects the types of products bought or purchased as to sex

Types of Product Bought or Purchased

Table 8 reflects the extent of impact on the types of products bought as to

Frequency and Percentage Distribution on the Assessment of the Effects of

Types of Product bought or Purchased

Table 9 reflects the frequency and percentage distribution of the types of

Frequency and Percentage Distribution on the Assessment of the Effects of

Types of Product bought or Purchased

Table 10 reflects the frequency and percentage distribution on the

2.1.5 Types of products bought or purchased as to TV station being

Types of Product Bought or Purchased

Table 11 reflects the frequency and percentage distribution of the extent of

(5)Very Great Effect

Table 12 reflects the frequency and percentage distribution of the extent of

Frequency of buying the product

Table 13 reflects the frequency and percentage distribution of the extent

2.2.2 Frequency of buying the product as to age

Table 14 shows the frequency and percentage distribution on the

Table 14 reflects the frequency and percentage distribution of the extent

2.2.3 Frequency of buying the product as to Year Level

Frequency and Percentage Distribution on the Assessment of the effects

Terms of the Frequency of Buying the Product as to Year Level