ACKNOWLEDGEMENT

To our classmates, to our friends for their kindness in letting

us help in the gathering of data, to our crushes and admirers in

whom we have found inspiration, to our subject teacher, Ms.

Jessica Anguluan for her patience as our educator, to the

respondents of this study for their cooperation, and to almighty

God for giving us the gift of wisdom and guidance as we pursue

to this study.
 TABLE OF CONTENTS

Acknowledgement .......................................... 1

Table of contents ........................................ 2

CHAPTER I.- INTRODUCTION .................................

Background of the Study .................................. 3

Statement of the Problem ................................. 5

Significance of the Study................................. 6

Scope and the Limitation ................................. 7

CHAPTER II.- REVIEW OF THE RELATED LITERATURE............. 8-13

Conceptual Framework ..................................... 12

Definition of Terms ......................................13

CHAPTER III.- RESEARCH METHODOLOGY .......................14-15

Research Design .......................................... 14

Research Locale .......................................... 14

Sample................... ................................ 14

Research Instruments ..................................... 15

Data Collection Procedure ................................15

Data Analysis Procedure .................................. 15

 CHAPTER I

INTRODUCTION

Background of the Study

Relationship marketing has become an important and necessary

concept in today’s business world. Due to the importance of repeat

business, it is in particular vital for retail business to focus

on longer-term relationships with customers. In this paper we

demonstrate that customer satisfaction research is not only a tool

to measure consumer attitudes, but can also be a proactive tool

for managing customer relations. Few companies have realized the

opportunity to improve the relationship with a customer while

performing marketing research. Any direct contact, including

customer satisfaction surveys, is an important opportunity to

improve the relationship with customers. In our paper we show that

consumer research and relationship marketing are integrated

components of an overall customer orientation, and that marketing

research can be used, contacting customers by telephone. Our

results show an increase in repeat business for automobile repair

services with customers contacted by phone in a customer

satisfaction survey.

In addition direct marketing is a way to market products and

services and has lot of similarities with other type of marketing.

In include the process of defining objectives, planning,

researching and executing, like any other methods of marketing

(Donaldson 2007,1222-1223).

Direct contact with customers also gives a chance for marketer

to provides information and create awareness about the services or

products accurately. That creates an open communication where the

customer can ask further question and those can be answered

immediately via verbally or through printed or electronic

literature. In our paper we show that consumer research and

relationship marketing are integrated components of an overall

customer orientation, and that marketing research can be used as

a tool to perform relationship marketing.

Statement of the Problem

This study primarily determines the effects of direct

marketing strategies on consumer’s satisfaction within, Tuguegarao

City.

Specifically, it seeks to answer the following questions:

1. What are the most effective direct marketing techniques on

consumer’s satisfaction?

2. How satisfied do the costumers in interacting on products that

were directly marketed?

3. What are the effects of direct marketing on consumers

satisfaction.

Significance of the Study

 Businessmen (case companies)

This will be beneficial to the businessmen bacause this will help

them target their desired customers increase sales and lower the

operating cost of the business. It will also help them integrate

direct marketing through different kinds of media to achieve

maximum and targeted consumers. Businessmen can also make the

advertisement to be more personal so that the consumers will think

that the product is for them.

  Consumers

Consumers can directly ask questions about the product and can

immediately get their desired answers about the product as well as

interact with the product personally. This will increase their

loyalty on the product and satisfy their expectations.

Scope and Limitation of the Study

The limitation of this research is that it will only focus on

the marketing through direct marketing ways. No other methods than

the research are presented and is limited only to the effects of

direct marketing on consumer’s satisfaction, using selected

consumers and businessmen that practice direct marketing

strategies such as:

 Face to face selling

 Direct mail


 CHAPTER II

REVIEW of the RELATED LITERATURE

This chapter includes the review of the related literature

and the studies which the researchers had pursued to shed light on

the topic under study.

The authors review several journal articles and book to

establish what should be known about how advertising affects the

consumer and how it works. They first figure out classification of

models discuss the theoretical principles of each class of models

and sum up their empirical findings

They then produce five generalizations about how advertising

works and suggest directions for further research. Advertising

effects are classified into intermediate effects, for example; on

consumer beliefs and attitudes, and behavioral effects, which

relate to purchasing behavior, for example; on brand choice

(vakratsas et al, 2005). The generalizations propose that there is

a little support for any hierarchy, in the sense of temporal

sequence, of effects.

The author recommended that advertising effect should be

studied in the detail with affect to make an ad that is worth the

consumer’s time. Factors such as humor, curiosity element,

pleasure, novelty, surprise and uncertainly had a great impact on

the advertising viewing time (T. Olpey M. Holbrook,R. Batra, 2005).

Maximum attention was paid when novelty, surprise, and uncertainly

were involved (T. Olpey M. Holbrrok, R. Batra,2005). These factors,

among others, play a role in influencing the recall of an ad (R.

Goldsmith, B. Lafferty, S. Newell, 2005).

Ad content that portrays peripheral brand associations such

as package logo color or mascot depicts a relatively superficial

basis of fit (V. Lane, 2005). Logo and Mascots are two most

significant types of peripheral brand association and play an

important role in influencing extension attitudes through

heuristic or conditions processes in a manner similar to that of

other peripheral cues in ads. (V. Lane, 2005).

Another very commonly applied tactic by advertisers is the usage

of celebrities within their advertisements. Celebrities are often

used as influenced by advertising in their preferences for the

brand. The major reasons for the preference are its appealing

advertising (42.62%) and rich quality (40.16%). TV Advertising was

most preferred by (71.43%) of the respondents of all the media

used in advertising. The need for high preference to advertising

is therefore highlighted for companies that want to not only keep

hold of their market but also take constructive steps to increase

their market share. Telecom companies recently have started using

comparative advertising as a means of assuring consumers how their

brand services are better than those offered by others. Comparative

advertising is seen as a useful way of conveying the

differentiating advantages of a brand. Many studies show that a

major effect of comparative advertising is to lead consumers to

relate the advertised brand with the competition brand identified

within the ad.

It seems that comparison generates perceived similarity among

brands instead of differentiation, per se (soscia et al, 2010).

The research investigates the relative effectiveness of

comparative and non comparative advertising in communicating the

differentiating attributes of a brand. A two independent group

experiment was conducted. Two hundred and eighty participants were

randomly assigned to one of two conditions in which they were

exposed to a comparative or non-comparative print ad. Results show

that comparative advertising effect depends on consumer’s

perceived differentiation among the brand and consumer’s level of

involvement with the specific product category.

 Finding review that high involvement consumers that

perceived low differentiation among brands represent the perfect

target group for comparative advertising in case the aim of the

marketing manager is to differentiate a particular brand among the

others. Thus study provides information about the relevance of

these two moderning factors; not all customers belonging to a

product target group perceived comparative adverting equivalently.

As a result, marketers should supply the advertising strategy which

is more likely to be effective considering the characteristics of

the main target.

A study of the consumer perspectives also looks at how a

company might best integrate one or more direct marketing

techniques such as direct mail or telemarketing with its direct

sales operation (Massey &Seltz 2005). A mail survey of 4000 US

households conducted resulting in response from 100 purchases and

non-purchases by direct selling companies and included active and

inactive customers. The study investigated purchasing and shopping

behaviour, generalized orientation towards buying habits

associated with direct selling, attitude towards direct selling

programs and perceived satisfaction among the users of this method

of distribution.

A study by Barnowe and McNabb (2005) described finding

from an investigation of consumers’ experiences with attitudes

towards direct selling methods, based up on face to face interviews

with 491 residences in three pacific North West metropolitan areas.

Most of the households in this study (92%) had experienced direct

selling attempts in the past three years than were reported in the

Harris (2006) survey for a five year period (88%). The findings of

this study also reinforce previous studies which and have indicated

that women make more purchased in direct selling than men. A was

the case in the earlier studies by Harris and Associates and

Nowland Organisation (2006), the consumers in this study

complained about pushy, untrustworthy sales persons and about the

inconvenience of some direct selling encounters. More than in the

previous studies, and of follow up services including warranties

and other recourse problems. On the positive side, direct selling

provides, for some consumers, a set of strong attractions,

personalised attention in the convenience of one’s own or another

house, the chance to ask questions and the chance to try products

or them personally demonstrated.

CONCEPTUAL FRAMEWORK

This research takes a look in to a common way of marketing,

because the case company is a small sized and has limited

resources to use in marketing. Therefore, marketing should be

directed straight for the potential customers and it is better

known as, direct marketing. Direct marketing is all about

engaging the wanted customers by contacting them without the use

of an in intermediary. That action can be a simple phone call or

a house visit, which makes the marketing process simple and

straightforward. Usual assumption can be that the technology has

risen, it has allowed companies to capture more direct group of

peopl (Jobber & Lancaster 2005). Different ways of marketing

will attract different type of customers and that can give

challenges to companies. This research looks to find the

outcomes out of direct marketing methods and how that engages

the customer attention.

RESEARCHPARADIGM

Independent Variable Dependent Variable

Consumer’s Effects of
direct
Satisfaction
marketing

Definition of Terms
Advertisement - A process activity of program necessarily to

prepare message get it to the intended market.

Influence- the effect of somebody or something has on somebody or

something.

Media - the main ways that large number of people generates

information or get entertained.

Consumers - person who buy goods and use it for services.

Product - anything that can be offered to the market for

attention, acquisition and consumption or use that might satisfy

need or want.

Services - any act of performance that can be offered to another

that is essentially tangible and does not result into Ownership to

anything.

Direct Marketing- the business of selling products directly to the

public.

Case company- is a small size, locale industry that promotes and

assist the consumers needs directly in the market.

Consumer’s buying behaviour- is the result of the attitudes,

preferences, intentions and desicions made by the consumers in a

market place before buying a product

 CHAPTER III

RESEARCH METHODOLOGY and PROCEDURE

This chapter presents the research design the respondents of

the study, research instrument and the data gathering procedure to

analyse and to interpret data gathered by the researchers.

RESEARCH DESIGN

The descriptive design was used in the study. It is an

approach in which information is collected without changing any

gathered data and it is used to describe all the gathered data,

interpretation and tabulation followed. In this study the

researchers describe the effects of direct marketing on consumers

buying behaviour.

RESEARCH LOCALE

The parameter of the study is restricted only around

Tuguegarao City and the chosen businessmen (case companies) and

customers were our focus point.

PARTICIPANTS OF THE STUDY

The respondents of this study are the selected consumers and

businessmen (case companies) of various products as a focus point.

There are only 17 respondents both customers and businessmen who

had gladly participated in our study focusing on the effects of

direct marketing on consumers buying behaviour around Tuguegarao

City.

RESEARCHINSTRUMENTS

The researchers used checklist questionnaire to gather data

in determining the effects of direct marketing on consumers buying

behaviour, wherein the respondents were asked to check the answers

in relation to the questions presented. This was further modified

and validated through interview from both the businessmen (case

companies) and customers, where the researchers used their mental

ability of the respondents to come up with a specific answer to

the questions. The respondents indicated their answer through

their personal ideas.

DATA GATHERING PROCEDURE

To facilitate the gathering of data, researchers prepared

questionnaires to be floated. The questionnaire consists of the

identified factors, as well as specific criteria enabling the

researcher to evaluate each factor from the participants’

responses. After which, we asked permission to the respondents to

commence the data gathering then retrieval of the questionnaires

followed. Tabulation, analysis and interpretation followed

thereafter. Other instruments that were used as references were

documents from school such as internet, encyclopaedia and books.

DATA ANALYSIS PROCEDURE

The researchers made a step-by-step procedure in making this

research paper. Firstly the gathered data from the respondents are

being analyse and interpreted carefully the researchers used

percentages, frequencies, tallying and the researchers looked for

their common grounds, followed by the development of the theory.

 St. Paul University Philippines
3500 Mabini Street, Tuguegarao city,
Cagayan, Philippines

January 15, 2019

Grade 12 Set B Students & Teachers

Basic Education Unit

Dear school mates,

Warmest Greetings!

We would like to ask your permission to allow us to conduct an interview at your class. This is in view of
our research study entitled “Effects of direct marketing strategies on consumer’s satisfaction””.
The interview would be arranged at a time convenient to our research schedule and will be done at the
Senior High School Building. All information provided will be kept in utmost confidentiality and would
be only used for academic purposes. We believe that you are with us with enthusiasm to finish this
requirement as compliance to our academics and our graduation, and to our self-development. We hope
for your positive response on this humble matter.
Thank you in advance for your interest and assistance in this research.

Sincerely yours,

Jade B. Calagui
Ralph Raven Parungao
Rickjay B. Atuan
Kendra Czarina Orteza
Mar Angelo Labog
Alyssa Obarro

Checked by:

Ms. Jessica T. Angoluan

RESEARCH TEACHER

Noted by:

Mrs. Glenda Caronan

SUBJECT TEAM LEADER