Las Piñas City National Senior High School - Doña Josefa Campus

Doña Josefa Ave. Doña Josefa Subd. Almanza Uno Las Piñas City

Factors that influence consumers’ buying behavior towards

unadvertised products in television
This research study is submitted
In Partial Fulfillment of the
Requirements in Inquiries, Investigation and Immersion

Submitted by:

Queenzy F. Apalla Renna Angela B. Lozada

Micaella C. Bernardino Sheena Rose D. Madamo

Leonardo G. Cosio Kimberly Omboy

Kate Anne Rose B. Ecal Sandrei A. Prado

Darlyn M. Gupit Emae B. Salvador

Grade 12 ABM-1

A.Y.2017-2018

Submitted to:

Mr. Mark Anthony C. Mamon

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 TABLE OF CONTENTS

ACKNOWLEDGEMENT 4
ABSTRACT 5

CHAPTER I: INTRODUCTION
1.1 Background of the study 6
1.2 Statement of the problem 8
1.3 Hypothesis 8
1.4 Conceptual Framework 9
1.5 Significance of the study 10
1.6 Scope and delimitations of the study 10

CHAPTER II: REVIEW OF RELATED LITERATURE

2.1 Consumers’ buying behaviour 13
2.2 Factors that influence consumers’ buying behaviour 14
2.2.1 Marketing Mix 15
2.2.2 Social Factor 19
2.2.3 Personal Factor 20
2.2.4 Psychological Factor 21
2.2.5 Cultural Factor 23
2.3 Marketing Strategies 24
2.4 Advertising 25
2.4.1 History of advertising 26
2.4.2 The advantage and disadvantage of advertising 28
2.4.3 Advantage and disadvantage od unadvertised products in the market 30
CHAPTER III: METHODOLOGY
3.1 Research Design 33
3.2 Locale of the study 33
3.3 Sampling technique and participants of the study 33
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3.4 Data gathering instruments 33
3.5 Data gathering procedure 34
3.6 Data Analysis 34

CHAPTER IV: RESULTS AND DISCUSSIONS

Figure 1. Demographic Profile: A. Age, B. Sex, C. Occupation, D. Civil Status 35
Table 1. The effects of age in consumers’ buying behaviour towards
Unadvertised products 37
Table 2. The effects of gender in consumers’ buying behaviour towards
Unadvertised products 38
Table 3. The effects of occupation in consumers’ buying behaviour towards
Unadvertised products 39
Table 4. The effects of status in consumers’ buying behaviour towards
Unadvertised products 42

CHAPTER V: SUMMARY, CONCLUSION AND RECOMMENDATIONS

Summary 43
Conclusion 44
Recommendations 44
REFERENCES 45

APPENDICES
Appendix A. Questionnaire for participant of the survey 54
Appendix B. Tables 57
Appendix C. Raw Data Collected 60

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 ACKNOWLEDGEMENT

We are here to acknowledge the presence of the people who made our Qualitative

Research possibly done completely, they are the ones who guided and helped us from choosing

the title of our research study until it’s already done. This all been done by the supervision,

guidance and participation of the following:

To our Parents who gave us their support from the very start, helping us from our financial

expenses, for allowing us in every time we have groupings and giving us our time to finish our

research.

To our Teacher, Mr. Mark Anthony C. Mamon an Inquiries, Investigation and Immersion

adviser, who whole heartedly guided us and teaches us to have our qualitative research. Without

him our research study cannot be possibly done.

To the Participants, we may not mention them all but were here to acknowledged their

presence, this study will not be able to be done without them as they are the one who gives the

data we need.

And above all, to Almighty God, who strengthen us, who gave us power, dedication and

motivation to finish the entire task and to face all the trial that we’ve been encountered with

confidence. Without his guidance, we would not able to start and finish this research study.

We are very thankful and blessed for this wonderful accomplishment.

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 ABSTRACT

This study is a Quantitative Research which aims to evaluate and analyze the factors that influence

consumers’ buying behavior towards unadvertised products in television, divided into five factors

whereas marketing mix, personal factor, psychological factor, social factor, and cultural factor.

This research study was conducted at Las Piñas City, where 90 respondents are randomly selected

and Survey Questionnaire was given to them to determine the factors that influence their buying

behavior towards unadvertised products in television. The results of the study was analyze using

ranking from highest to lowest. According to the data gathered, participants from Age 51-60 are

mostly purchased unadvertised products, where Females purchased unadvertised products than

Males. Based on status, widowed usually purchased unadvertised products than single, married,

and separated people. And a person whose work is at construction mostly purchased unadvertised

products. From the conclusion of the study, researchers recommends to have larger number of

respondents in las piñas city, larger geographic area, focus on wider scale of advertisements,

identify the Identify the significant difference between the purchasing and consumption of

unadvertised products based on age, sex, occupation, and civil status and influence of the quality,

price, and location towards the consumption of unadvertised products.

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 CHAPTER I

INTRODUCTION

1.1 Background of the study

Mass media refers to communication devices which can be used to interact with a large

number of audience. There are many types of mass media that most people nowadays are using,

and television is one of the most common. Many companies take this as an opportunity to

introduce and promote their products to their target customers by making commercials. The first

officially paid television advertisement in the world was aired at United States of America (USA)

on July 1, 1941. At present, television is still the most dominant advertising medium attributing

to 37% of global ad spending in 2015. High percentage of Americans in fact spent an average of

5 hours in watching television per day. Advertising products and brands into mainstream media

just like films, broadcast, and cable television programs have become a practice of business firms

and organizations (Kaylene and Petrosky). They have also learned that advertising their product

with celebrities and professionals is an effective marketing strategy to inform, persuade and

remind customers of their products and brands (Gerber et al., 2014).

No company has become a market leader unless they allocate budget on promotional

strategies (Arshad et al., 2014), but according to Michael J. Tattersfield, the CEO (Chief Executive

Officer) of Krispy Kreme, “Everybody at the stores is a marketer,” making sense for them their

sales topping up to $1.07 billion. Advertising strategy is an indicator of what the marketer and

advertiser wants to accomplish. Brand awareness is the strength of a brand, which is also useful

in targeting a specific market on the consumers’ mind. According to Abider (2012), consumers’

purchase products that they are emotionally attached, and advertising these brands and products

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in television can raise brand awareness. Consumer buying behavior refers to the study of how

individuals make decision to spend their available resources (time, money and effort) or

consumption related aspects (what they buy? Where they buy? Or how they buy?) (Furaiji et al.,

2012). An in depth knowledge of the companies about this buying behavior can be used as a tool

to attract their target customers using the commercial advertisement. Advertising is an effective

source to influence the minds of viewers or customers leading them to buy the products.

This study aims to determine the factors that influence consumers’ buying behavior

towards unadvertised products in television. This will evaluate the response of consumers to non-

advertised products. This paper has addressed the knowledge gap results from the Previous study

that only focuses on what and how can a television advertisement affect consumers buying

behavior, also how television advertisement effectively serve as an marketing strategy of a

product that can attract a customer and may lead or as their preference in decision making on

purchasing a product. This research study will show what other preferences affect the consumers

buying behavior towards non-commercialize product. The rationale of this study is to provide

insights about consumers’ decision making and help create or develop new and existing products

of a company. This study will also focus on providing new information and data that can help the

small and large scale businesses in creating or developing their marketing strategy and also

providing new knowledge to the consumer in factors that influence them in buying a product and

students who may use the study as their references to their future research.

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1.2 Statement of the problem

This study identify the different factors that affect and influence consumers’ buying

behavior towards unadvertised products in television. Specifically, it answer the following

questions:

1. What is the demographic profile of consumers?

2. What are the factors that affect or influence the buying behavior of consumers towards

unadvertised products in television?

3. In what factors does consumer considered in purchasing unadvertised products in

television based on age, gender, status, and occupation?

1.3 Hypotheses

1. Ho- There are no factors that affect or influence the buying behavior of consumers towards

unadvertised products in television.

H1- There are factors that affect or influence the buying behavior of consumers towards

unadvertised products in television.

2. Ho- There are factors that are considered in purchasing unadvertised products in television

based on age, gender, status, and occupation

H1- There are no factors that are considered in purchasing unadvertised products in

television based on age, gender, status, and occupation

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1.4 Conceptual framework

The figure below presents the research variables and clarifies relationships among the

presented variables on this study. Commented [MM1]: Kindly edit the format of your
diagram

Kindly indicate the statistical that you used in the Process

• Ninety (90) respondents ranging from 20-60 years old were given
INPUT survey questionnaires
• Consumer’s preference and behavior in buying unadvertised products
in television
• The study was conducted at Las Piñas City

• Evaluation research design

• Structured survey questionnaire was used to gather data
• Random sampling in selecting respondents
PROCESS • Ranking

• Information about the factors that influence consumer’s buying

behavior towards unadvertised products in television
• Data serve as reference to small and large firm in making effective
marketing strategies, in developing and creating products, and in
OUTPUT providing insights about customers decision making

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1.5 Significance of the study

This study gives information about the factors that influence consumers’ buying behavior

towards unadvertised products in television.

This study benefits the entrepreneurs who can use the findings as a guide to identify the

most effective and suitable strategy in establishing a business, and capturing their target buyers.

This can also help business owners that are operating small businesses or large firms in choosing

or making a good marketing strategy and segmentation, so that they can adapt to the competitive

world of business.

This study will help the employees by giving them ideas to learn how to deal with

consumer’s different behavior and by knowing and understanding the factors that affects the

behavior of the consumers in buying unadvertised products in television.

This research study will also benefit those future researchers in studying consumer’s

buying behavior by giving them advance knowledge that will help them broaden their intelligence

about the said study.

1.6 Scope and delimitations of the study

The main purpose of the study is to determine the factors that influence consumers’ buying

behavior towards unadvertised products in television. The study focused only on the products that

are not being shown in television or products that don’t have any television commercials. This

study also aimed to identify how knowledgeable a consumer is on unadvertised products.

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 The researchers used the evaluation research design to conduct the study. Only 90

respondents ranging from 20 to 60 years old were given a survey questionnaire about the factors

that influence consumers’ buying behavior towards unadvertised products in television. The

researchers used random sampling technique. The locale of the study is Las Piñas City. This study

was conducted on June to October 2017.

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Definition of terms

Mass Media Technology that is intended to reach a mass

audience. It is the primary means of communication

used to reach the vast majority of the general public.

Consumer Buying Behavior It is a study of how individuals make decision to

spend their available resources (time, money and

effort) or consumption related.

Segmentation It is the process of dividing a market of potential

customers into groups or segments based on

different characteristics. The segments created are

composed of consumers who will respond similarly

to marketing strategies and who share traits such as

similar interests, needs, or locations.

Marketing Mix It is the tactical or operational part of a marketing

plan. The marketing mix is also called the 4Ps and

the 7Ps.

Unadvertised Products Products that are not being shown in the television.

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 CHAPTER II

REVIEW OF RELATED LITERATURE

2.1 Consumers’ buying behavior

For companies to attain commercial success, it is important that managers understand

consumer behavior. The study of customer behavior is based on consumer buying behavior, with

the customer playing three distinct roles: user, payer and buyer. Research has shown that

consumer behavior is difficult to predict, even for experts in the field (Armstrong and Scott, 1991).

Consumer behavior studies individual consumer characteristics such as demographics and

behavioral variables in an attempt to understand people’s wants. Consumer behavior research

enables better understanding and forecasting not only of the subject of purchases but also of

purchasing motives and purchasing frequency (Schiffman et al., 2004).

One of the present fundamental presumptions for the consumer behavior research is the

fact, that people often buy products not because of their main function but for their subjectively

perceived value. It does not mean that products’ basic function is not important, but that the

today’s role of product exceeds its service limits (Solomon, 2004). The aim of marketing

management is to discover what goes on in the mind of the customer. There are a lot of factors

influencing consumer by decision-making process. The literature classifies and categorizes these

factors in various ways. For example, division into inner and outer factors (Koudelka, 1997), and

distinguishing three basic categories: personal, psychological and social factors (Brown, 2006),

to which Kotler (2001) adds the cultural factors as the independent category. The next group of

factors can be labelled as situational factors, which are factors forming the environment of the

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concrete decision making situation. Because the study of consumer’s buying behavior have

factors belonging to groups of personal, psychological and situation factors.

The involvement level, as well as other factors, affects an individual’s choice of one of

three types of consumer buying behavior: routine response behavior, limited decision making,

and extended decision making (Pride & Ferrell, 2007, pp. 177-179). A consumer uses routine

response behavior when buying frequently purchased, low-cost items that demand very little

search-and-decision effort (e.g., milk, eggs, bread or socks). Limited decision making is a

combination of an extensive purchase decision and a routine one. Consumers who participate in

this type of buyer behavior typically know what type of product they want, but are attempting to

select a brand. The most complex type of buying behavior, extended decision making, occurs

when purchasing unfamiliar, expensive, or infrequently purchased products (e.g., a computer,

television, car or house). Consumers spend substantial amounts of time researching a large

number of potential options before they buy. Such purchases range from small (chocolate, candy,

gum) to substantially large (clothes, jewelry, art), and sometimes lead to problems such as

financial difficulties, family disapproval, or feelings of guilt or disappointment (Business

Dictionary, 2012). The major findings of the study indicated that the overall set of independent

variables was weakly associated with the dependent variable. However, an in-depth analysis

found that social factors, physical factors, and marketing mix elements are strongly associated

with the buying behaviors of consumers.

2.2 Factors that influence the consumers’ buying behavior

Globally, the term “marketing” is not a new phenomenon. It is known for all the

businesses. No firm can move or operate into production and consumption without putting

marketing machinery at work. Consumers tend to attain surplus, durables or non-durables, while
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making purchases to satisfy their needs. Thus, producers constantly maximize profits for their

survival growth (Thangasamy and Patikar, 2014).

In line with these ideas, there are factors that might influence consumer on his/her decision

making process towards the purchasing of a certain product. It’s not necessary a consumer will

buy a product, because he/she needs it. Consumer tends to have some factors that he/she looks on

a product for him/her to be able to decide whether he/she will purchase it. And these factors are

the following: the topicality of the products, quality and health issues, appearance, freshness and

the taste issues, and curiosity and prestige of the product (Koutroulou and Tsourgannis, 2011). By

these factors, consumers can easily determine if a product will be useful and will satisfy all their

needs and wants. Other factors can affect a consumers’ decision making process. According to

Rani (2014), an individual is also led by his culture, his personality, his psychological factors, and

as well as his societal environment. By identifying, understanding, and considering these ideas,

brands and businesses have the opportunity to develop its own strategy, and advertising

campaigns more accurate and efficient and in line with the needs and ways of thinking of their

target consumers. This is also a great asset to better meet the needs of its consumers, and increase

the profitability of the business firms.

2.2.1 Marketing Mix

Successful companies or businesses are those who can meet the consumer’s need

economically and easily, and those who can provide effective communication system (Cutler,

1383). According to Bennett (1997), customers are trying to find goods and services desire in

reasonable ways. This sourcing process eventually causes the customers to go to a specific

resource to purchase the product. In this case, Public relation is consider as a sum of our actions

to build good relationship with the customers. (Esmailpoor, 1381). Advertising is the most
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powerful tool that the company can do to have a good communication with the customers. On this

way, the customers can easily recognize the product or service as well as the company itself.

Therefore, advertising is the one who carries out the marketing communication task (Cutler et al.,

1980).

Based on the findings of a study, it is suggested that the independent sellers must

constantly re-examine their business strategies to provide consumer satisfaction better. The

consumer expectations are constantly changing due to the dynamic nature of selling atmosphere,

including the presence of chain stores and facilities of online shopping (Eun Lee, 2008).

The concept of marketing mix was introduced by Neil Borden for the first time in 1950

(Gronroos, 1997). According to Jonathan Ivy (2008), the marketing mix is a controllable part of

marketing tools that can affect the demand, and possibly increase it. Jerome McCarthy in the early

1960s categorized the marketing mix variables into four, which are known as the Four Ps, and

these include product, price, place (distribution) and promotion (Deragi, 1386).

Gronroos (1997) stated that the four Ps concepts are accepted as a principle in different

marketing texts. As we all know, the ultimate goal of every organization is to produce product to

be welcomed by the customers. The product as the first p in the 4P’s concept has something that

is taken to the market to be noticed, sold, applied, or consumed, which is possible to satisfy a need

or desire. Product can be a physical object, service, location, organization or even an idea and

thought (Mohebali et al., 1385).

According to Vignali (2001), McDonald’s has offered its product by creating a standard

procedure that is the same in all parts of the world, which is according to the tastes and traditions

of different countries and their laws. For instance, Big Mac is served without cheese in Israel, or

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it is served in Indian McDonald's restaurants with specific types of vegetables and lamb meat.

There are also limitations on the product based on what are imposed by various religions. In this

case, we can consider that the growth of a business is based on how they present or introduce their

product to the customers that can affect their buying behavior.

On the other hand, the brand differentiates the goods and services that are offered by

competitors. A good brand makes the consumer loyal. For example, consumers consider a bottle

of cologne with famous brand name, as expensive and high-quality. But if this bottle lacks any

indication of the brand, even if the scent is similar, it shall be considered as low quality

(Esmailpoor, 2001). As we can see, the value of brand name can lead to a product's reputation,

induction of high quality product to its customers, make a very strong image in the minds of

customers, and become one of the major assets of a company.

According to Shafaghizadeh (1984), the consumer identify the product through its

packaging. Package can transfer the producer's message to the buyer, and communicates and

exchanges information between them. Packaging also gives identity to the product, and protects

it against impact, moisture, climatic conditions, odors, fumes, vibration, microorganisms,

pressure, collapse and insects.

The other variable is product pricing. Pricing simply means determining the price for the

product or service. It is the monetary value of goods and services or the amount of benefit that

consumers particularly pay for the benefits of having or using the product or service. (Golchinfar

et al., 1985). We can conclude that the price of the product or services can affect the consumer’s

buying behavior towards the purchasing of the product. According to Vignali (2001), McDonald’s

in price marketing mix used different strategies for pricing in different countries. It used strategies

such as cost based on the target strategy, the ultimate cost plus a percentage of profit, or
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prestigious pricing. For example, a Big Mac in the United States is equivalent to 14 minutes work

of a worker a day, but in a country like Nigeria, it is equivalent to several hours of work. In this

study, we can see how product pricing is important not only to attract customers but also to the

growth of the business.

Promotion includes all the communication tools that can deliver a message to the target

audience, and includes the following: advertising, sales promotion, public relations, sales force,

and direct marketing (Cutler, 1979). Vignali (2001) states that in the promotion marketing mix,

McDonald’s made a huge investment in advertising using reference groups and individuals who

could be models in every country. For example, McDonald’s used famous football players

(football captain, Alan Shearer) in England, and famous goalkeeper of the team (Fabian Bartez)

in France in advertising.

Commercial advertisements include information explaining the new products, offering

new uses of the product, informing the market about changes in the market price, describing how

the product is used, describing existing services, eliminating rumors, reducing the fears of

customers, and creating a positive corporate image for the company (Mohammadian, 1979).

Using informative advertising to supply the product in the market is powerful. If they have a

strong brand, it can further gain the trust and confidence of customers towards new products

(Chien, Chung, Wan, 2006). Once the product is in the maturity stage of its life curve, the goal of

the company is to make the consumer constantly thinks about the product, and then the reminding

advertising is used. For example, Coca-Cola costly advertisements in different countries are to

regularly remind the customers not to forget this brand in the case of any need. In educational

institutions and service companies such as banks and insurance companies, this method is used

(Mohammadian, 1979).

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 Based on the study done by Akbari (2014), marketing mix represents the main activities

of marketing managers. After selecting a target market, marketing managers need to codify a

systematic plan to sell to their customers, and develop long-term relationships. Marketing plan

consists of decisions about product, price, promotion and place (distribution), which form a

marketing mix. These are the most important parts that marketing managers allocate company's

resources to achieve goals of sale and profitability.

2.2.2 Social Factor

Advertising is a force that helps in reaching consumers across the globe (Singh et al, 2014)

and can affect the consumers’ perception and decision making in choosing the brand. Reid and

King (2003), described advertising medium as the vehicle of deliverance. Advertising is known

as a creative art of communication (Koslow et al, 2006), and serve as a promotional activity in

creating a strong image of a brand in the mind of the public (Scott & Walker, 2010).

According to Muk (2007), social factors are complex and multifaceted because it involves

individuals and collectivist cultures. Taylor et al. (2010) said that within the area of consumers,

research indicates that religious affiliations and religiosity level influence the decision making

and purchasing behavior of a consumer. Zu’bi et al. (2008) claimed that in terms of family

interaction, parents and children influence each other. The importance of cultural influence (social

factors) on consumer decision making is extensively covered in the literature (Radford et al.,

1993), and shows that culture is significant in individual decision making, affecting individual’s

attitude, norms and other cognitive process (e.g. perception), intention and behavior. Thus, the

understanding of culture and the differences is considered a prerequisite for successful advertising

(Wells Burnett & Moriarty, 2006; Muk, 2007).

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 Consumers personality variables can be defined as person's nature such in occupation,

education level, areas of residence or status that seek to fulfill or to satisfy one-self ( Elliot et al.,

2000; Henry, 2005; 2006). One way of expressing that self-fulfilled image is through the

consumption of products (Firat et al., 1995), which is based on the consumer’s perception of

attributes. The components of self or personal concept, according to Souiden and Diagne (2009),

include physical, psychological, and social attributes. There are varying factors that impact

consumer perception and reaction such as consumers’ varied personalities, the surrounding

environment, unforeseen circumstances, and the culture. Thus, it is imperative for marketers and

advertisers to be vigilant and robust in making changes when needed, and being mindful of what

consumers perceive to be important (Singh et al, 2014).

2.2.3 Personal Factor

The age of a person has a great impact on its decision when it comes on purchasing

products. As a person's age alter over time they tend to change their habit in buying goods and

products, (e.g., a little girl's decision alter as her age change as time continuously passed by, her needs

and wants mainly depends on the things that can suit on her age.) One of the personal factors that

influences the buying behavior of a consumer is their profession or the occupational prestige that

they gained. They are buying goods that they can use on their jobs or can be suitable for

occupational use. Educational level is also a factor that affects the behavior of a customer, its

etiquette, values and tastes in terms of buying something. A person who had gained more

education means that he or she is well-paid and has a high occupational status in society.

A person's buying behavior also depends on the income that they are gaining, if their

income is sufficient enough or not enough in buying or providing their needs and wants. Economic

situation can influence consumer's behavior in purchasing goods. A person who has a high status
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in society and has a high income and savings can buy expensive products, while a person who has

low income and savings will tend to buy cheaper products to survive each day.

Lifestyle is also a factor that greatly affects the purchasing decision of a person. Lifestyle

refers to the ways of how a person lives in the society or how he/she interacts with other people.

A person's demand depends on his/her interests and opinions. Personality changes from person to

person, time to time, and place to place. A person's way of behaving that is uniquely different

with others can greatly affect the consumer's buying behavior such as their styles, interests and

wants that can reflect on their personality (Agago et al., 2015).

2.2.4 Psychological Factor

The consumer’s buying behavior choices are further influenced by four major

psychological factors. These include the following: Perception, Motivation, Attitudes, and

Learning.

A. Perception

In the process of information and consumer’s decision making, perception plays a major

role. It is where the consumer starts to get exposed, pay attention to marketing stimuli, and ends

up with an interpretation.(Vainnika, 2015).

According to Evans et al. (2009), perception is the sequence of consumer’s exposure and attention.

 Exposure

The exposure with the use of media can be a concern for a marketer, because this allows

the consumers to select what they like to watch, listen or read. Consumers have the will to avoid

being exposed to advertisements that they don’t like to watch on by means of zipping, zapping

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and muting. This ad avoidance has become a global phenomenon and seems to be increasing as

ads are taking up the space of the interest in TV and radio (Vainnika, 2015). The experience of a

person determines how much exposure to a certain the perceptual filter and impact. It is very Commented [MM2]: Revise this statement. Unclear

important for the marketers to understand the nature of perception to effectively communicate

their brand or product message to the customer (Solomon et al, 2010).

 Attention

The consumer has limited time to receive and grasp messages through TV and print that

makes it ranked below the internet which is consider as the most effective way to influence in

advertising. Since internet is very accessible for the netizen, it becomes so easy for them to read,

reviews and compare the product. In order to gain attention from this generation, it is also

suggested that TV advertising should do better, creative and attractive ways, as well as contain

credibility (Phanthong and Settanaranon, 2011).

B. Motivation

Consumers purchase any good as a result of certain mental and economic forces that create

desires or wants that they know they can be satisfied by the goods offered for purchase. According

to Freud’s theory, a person buying decisions are influenced by subconscious motives that even

the buyer may not fully understand (Gianie Abdu, 2013). It makes it more important for the

marketers to study and analyze consumers motivation, which is a drive or an urge for which an

individual seeks for a satisfaction. Consumers are goal seekers who get satisfied by a purchase

and consumption of needs, which are motivational element behind purchase (Chowdhurry and

Hossain, 2010)

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C. Attitude

Attitude is a complex mental concept of motivational, emotional, perceptual and cognitive

processes to evaluate an object of thoughts and responses in a certain way (Hawkins and

Mothersbaugh, 2010). An individual's lifestyle is dramatically influenced by attitude which are

consisted of three elements that include cognitive (belief), affective (feelings), behavioral

(response tendencies) (Hawkins and Motherbaugh,2010 & Evans et al, 2009).

C. Learning

It is what we learned from our earlier experience that seeks to maintain balance or

consistency by relating to and interpreting new stimuli in terms of past or learned stimuli (Blythe,

2008). Learning theory of marketers states that in order to build demands for a product, it must

be associated with strong drives, with the use motivating cues, and with the same drives as

competitors is providing similar cues. Since buyers are more likely to transfer loyalty to similar

brands then to dissimilar ones (Lamb et al., 2010). A drive is a strong internal stimulus that calls

for action. A drive becomes a motive when it is directed toward a particular stimulus effect. When

consumers tend to decide which product they shall buy, they might respond to cues. Cues are

minor stimuli that determine when, where, and how the person responds (Gianie Abdu, 2013).

2.2.5 Cultural Factor

Culture is crucial when it comes to understanding the needs and behaviors of individuals.

Cultural trends or Bandwagon effect are defined as trends widely followed by people and which

are amplified by their mere popularity, and by compliance with social pressures. The membership,
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group of individuals or social groups to which he/she belongs, can influence consumer buying

behavior (Geco, 2014).

Every individual has different sets of habits, beliefs and principles, which he/she develops

from his family status and background. What they see from their childhood becomes their culture.

People from upper class generally have a tendency to spend on luxurious items such as expensive

gadgets, cars, dresses, and other stuffs. You would hardly find an individual from a lower class

spending money on high-end products. A person who finds it difficult to make ends meet would

rather prefer spending on items necessary for survival. Individuals from middle class segment

generally are more interested in buying products which would make their future secures

(Management Study Guide, 2008). The set of basic values, perceptions, wants and behaviors are

"learned" by a consumer from their families and other important social institutions. Culture is the

most basic source of a consumer's wants (Market Media Life, 2012).

2.3 Marketing Strategies

Marketing, it is the key in all business since it is the secret to success in all business.

Marketing covers promotion, public relation, advertising and sales. It is the process to promote

their products and services to the market, and to the customer. In order for a company to sell its

business, and to obtain an income, it has to get others to buy what it has to offer it. As these

promoting strategies generate these days, marketers and companies tend to use different ways to

sell their products and services such as advertising, personal selling, sales promotion and

publicity. Online or Offline, marketing make possible to every people or customers who want to

avail it.

24
 Information are disseminated by non-personal means, which is TV commercial, who uses

certain people for entertainment. Newspaper ads, creates detailed information by adding creative

taglines to catch the eye of the consumers. Online marketing also generate nowadays. There are

websites, blogs or any other sources to promote and to advertise. Print ads, such as flyers,

brochures, leaflets, etc., a small handbill advertising an event or a product. Another kind of

marketing strategy is personal selling, also known as the face-to-face promotion, wherein it has a

live contact between the seller and the buyer. Sales promotion is a wide variety of activity which

stimulate consumer and dealer effectiveness such as coupons, contests, freebies, and other

activities like the "buy one get one free" customer loyalty programs. And publicity, which is the

dissemination of information by personal or non-personal means (Gupta and Ratra, 2009).

Social media has a wide coverage of information, where everything can be seen by public

and a large number of population (Tuten and Ashley, 2000). The purpose of each strategy is to

attract more customers and buyers, and to gain their trust and loyalty. As they do these purposes,

they are also promoting and selling themselves. Rising businesses have different strategies on

how people will know their products, and on how they will promote it.

2.4 Advertising

Advertising is a form of communication intended to convince an audience to purchase or

to buy a certain product (Kumar and Raju, 2013). Most of the people living today have access on

technologies, and know how to use devices such as smartphones, laptops, computers and

televisions. And within these devices, we can see millions and millions of advertisements

spreading today. It is either written on a formal or non-formal way, colorful or not, plain or catchy.

25
 Of all the marketing weapons, advertising is renowned for its long lasting impact on

viewer’s mind, as its exposure is much broader. Advertising is a subset of promotion mix, which

is one of the 4P’s in the marketing mix. As a promotional strategy, advertising serves as a major

tool in creating product awareness in the mind of a potential consumer to take eventual purchase

decision. Advertising, sales promotion and public relations are mass-communication tools

available to marketers. Advertising through all media influence audiences, but television is one

of the strongest medium of advertising due to its mass reach. It can influence not only the

individual’s attitude, behavior, life style, exposure and in the long run, even the culture of the

country (Kumar and Raju 2013).

`Advertising plays an interesting role in purchasing of products or goods, and become the

lifeblood of marketing in recent decades. It is one of the ways in which we get into goods.

2.4.1 History of Advertising

Advertising is dated back to the Christian era. One of the first known methods of

advertising was outdoor signs, wherein they would paint on the wall of a building that is very eye

catching. Archaeologists have found signs in the ruins of ancient Rome and Pompeii, which

advertised travelers to go to a tavern situated in another town. In around 1440's, there was an

invention of a movable-type of advertising, which is a printing press. In the 16th century, some

companies had a trade mark which was a two or three dimensional picture or sign. In both volume

and technique, advertising has made its greatest advances in the U.S. In the early stages of U.S.

advertising, it was hard and expensive to advertise nationally, because the U.S. was still

undeveloped and there was little or no means of transportation, distribution, and communication.

Eventually, certain type of manufactures thought of the idea of bypassing wholesalers, retailers

and using catalogs.

26
 For several decades, international advertising research has sought to address issues

surrounding the ever-increasing globalization of business. However, in the last decade, there were

fewer international advertising articles in the highest ranked marketing and advertising journals.

The authors investigate 198 empirical international advertising articles from the leading journals

in marketing, advertising, international marketing since 1990. Differences in consumer's

responses to marketing efforts and strategies have long been recognized to vary across people of

different countries (Stridsberg, 1962). Among global marketing topics, international advertising

has maintained a strong volume of research (Jeannette and Hennessey, 1992), and has covered a

myriad of issues. Specifically, international advertising has a history of over 40 years dedicated

to understanding the differences in practices and results in cross cultural advertising (Zinkhan,

1994). Overall prescriptive advice for the field and specific recommendations based on topical

areas within international advertising are presented. These are targeted at reversing the precipitous

decline of international advertising literature in premier marketing, and advertising journals.

According to Taylor (2002), there have been a significant number of empirical studies

published in the past two decades on international advertising. The volume of literature and

representation in premier academic journals serves as testimony to the importance of international

advertising research. In spite of a long and extensive history, some authors suggest literature in

this domain has fallen short in advancing theoretical knowledge. According to Blech and Blech

(2012), one of the primary focuses of advertisements is to influence the behavior of customers.

However, this influence of behavior does not only represent swaying consumers to buy products.

By using specific images and specific people, advertisements can create needs and faults

consumers never knew they had. There are several social and ethical criticism of advertising,

including how it can be untruthful and deceptive towards consumers. While deception is based on

27
how the consumer perceives the ad, marketers knowingly and deliberately include specific factors

in order to get the consumer to discern it in a specific way.

2.4.2 The disadvantages and advantages of Advertisement.

Advantages

TV Advertising is one of the effective sources to influence the mind of the viewers, and it

expose them to a certain product or service (Rehman et al., 2014). Advertising is presented in

non-personal ways, and it is also the main idea that leads to purchase intention. Advertisers and

business firms main purpose of making advertisement is to maximize the spreading of information

to their target market and consumer so that their product or service will be popular. Hierarchy of

Effects Model, which is composed of awareness, interest, desire and action, is often used to

determine the effectiveness of an advertisement (Cavill and Bauman, 2004: Grover and Vrienes,

2006).

An advertisement can create awareness of a certain product or service, and this awareness

is a cognitive stage to attract consumers, and is the first step of communication process.

Advertising is also an instrument in increasing goodwill of the concern. It introduces the

manufacturer and his product to the people. Repeated advertising and better quality of products

bring more reputation for the manufacturer, and enhances goodwill for the concerned, which will

lead the next stage, which is interest.

Advertisement aims to create interest among the target viewers, and the continuous

exposure to this advertisement will retain in the memory of the viewer each quality, the

effectiveness, the price, and how convenient to use the product. This memory can influence the

consumer to try the product.

28
 The third step of the Hierarchy of Effects Model is desire, which deals with the aspiration

to buy a product or service. If the advertisement leads the target consumer to desire for that certain

product, then it will be more effective to try to give greater exposure of the product to the

consumers.

The fourth stage of the Hierarchy of Effects Model is action on the part of the consumer,

which is the actual purchase of the product or service. The consumer is now ready to pay for the

product to fulfill their intense desire for a particular product or service. On this stage, business

firms or the sellers can give some incentives to the consumer to buy again their product.

Aside from the Hierarchy Model of Effects, advertisement is also helpful for the business,

because it also expand the market. Some of those who are not one of the target market can be

attracted to the advertisement, and may purchase and try the product. Advertisement facilitates mass

production and increases the volume of sales because it gives more reason for a customer to buy a

product that’s why companies usually need to invest large money to their advertisements. In other

words, sales can be increased with additional expenditure on advertising, and with every increase

in sale, selling expenses will decrease.

Disadvantages

The Hierarchy of Effects Model of Advertising (Cavill and Bauman, 2004) states that

consumers are exposed to advertising that leads to cognition such as memory about the product

and the brand which will later leads to attitudes. As the market is surplus with several products or

services, many companies make similar functional claim, so it becomes extremely difficult for

companies to differentiate their products or service based on functional attributes alone, While if a

business or a firm make an advertise that could attract their customers this advertisement will only be

29
on the memory of a consumer for a short period of because there will be more catchy advertise that will

come up in the market, because of this companies always have to invest in their promotional activities

to ensure that their product and brand will always be in consumers mind. Advertising results in

increased expenses for the company, because all modes of advertisement such as radio, television,

and internet are expensive. Advertising is not a one-time measure rather it is a continuous process

on which the company has to spend every year, which in turn results in pressure on the profits of

the company. Hence, if advertising is not achieving the desired increase in sales figure of the

company, then it is an unnecessary expense for the company in keeping individuals interest on

their product.

2.4.3 Advantage and disadvantage of unadvertised products in the market Commented [MM3]: Kindly add more info about the
advantage and disadvantage of unadvertised products in the
market.
Nowadays, television advertising is popular. Television occupies a significant part of

our lives. This is the reason why television advertising is the most powerful means of influencing

a potential consumer (Frolova, 2014).

Attention is the allocation of mental resources, visual or cognitive, to visible or

conceptual objects. Before consumers can be affected by advertising messages, they need to pay

attention first. For effective advertising, attention is a necessary ingredient. The market for

consumer attention (or “eyeballs”) has become so competitive that attention can be regarded as a

currency. The rising cost of this ingredient in the marketplace is causing marketers to waste money

on costly attention sources or reduce their investment in promoting their brand (Teixeira, 2013).

Advertising can be very expensive. Some of its types such as ads in the newspaper or

on the radio do not require much money, where other forms of advertising, such as television,

require significant funding (Kotler, 2010).

30
 Advertising distribution becomes more and more standardized and automatic.

Advertisers who plan to build a unique brand presence need to spend a great amount of time to

please the buyer with the content of analogues and billboards and also to have a big number of

intermediary that place like commercials. The complexity level of technology is extremely high

today, so advertisers can ask for their commercial to appear in certain moments of day, to select

the demographic area and the language (Ghirvu, 2012).

In advertising campaigns, a significant amount of money is spent bringing to the

companies multi-billion profits. However, for any transaction it aimed to have a commercial

success. And when it succeed it becomes more and more costly (Frolova, 2014). Therefore,

businesses who don’t have such advertisement of products to broadcast do not spent too much

money, yet their products are still in the market.

Consumers’ actions and reactions are always on the basis of their perceptions, which are

usually not formed on the reality. Reality for every individual is completely a personal

phenomenon, which is based on individual needs, experiences, values and wants. Perception is

the process through which a person selects, organizes and understands stimuli into a significant

and a rational picture of the globe. It is made by the advertisement (Schiffman et al., 2010).

The disadvantage of unadvertised products is that people are not aware of a new certain

product and brand. The market did not inform the consumers about the benefits of the product

resulting to lack of information and knowledge. Thus, customers are not well encouraged to try

or to buy these products.

Product orientation represents a high risk to a company, because it concentrates

resources on products, rather than the needs of customers. The result is likely to be a product

31
that may lead competitors in terms of features and performance but has little appeal to the

market. The revenue from the new product is therefore unlikely to cover the costs of

development, making it a poor investment (Linton, 2017).

One of the disadvantage of unadvertised products is that consumers rely on their own

knowledge and information they have about the quality of a particular brand of product. If the

products are unadvertised even though it has good qualities, unique features, and obvious selling

points. The unadvertised product will be pushed down in the market.

32
 CHAPTER III

METHODOLOGY

3.1 Research design

This study is a quantitative research that used evaluation research design method to assess

the factors that influence consumers’ buying behavior towards unadvertised products in

television.

The responses of the consumers were considered as variables in identifying the consumer

buying behavior on purchasing unadvertised products in television.

3.2 Locale of the study

The study was conducted at Las Piñas City.

3.3 Sampling technique and participants of the study

This study used random sampling in selecting respondents from Las Piñas City. A total of

ninety (90) consumers from Las Piñas City were selected randomly as respondents of this study.

The respondents are consumers aged 20-60 years old.

3.4 Data gathering instrument

Survey questionnaires were given to respondents to determine the factors that influence

their buying behavior towards unadvertised products in television. The survey questionnaire was

categorized into five parts: marketing mix, personal, social, psychological, and cultural factors. A

33
five-point Likert scale survey (5 = Strongly Agree, 4 = Agree; 3 = Undecided, 2 = Disagree; and

1 = Strongly Disagree) was used in this research instrument.

3.5 Data gathering procedure

Permission to conduct the study was secured on each barangay by submitting a formal

letter. Respondents was given 15-20 minutes to answer the questionnaire.

3.6 Data analysis

The data gathered were statistically summarized, tabulated, and analyzed. Statistical

mean, percentages, and standard deviation were computed using Microsoft Excel. The responses

on the five-point Likert scale of each survey questions were descriptively presented as

percentages, and were analyzed using Ranking.

34
 CHAPTER IV

RESULTS AND DISCUSSION

The gathered data from the consumers are categorized and utilized for the discussion and
interpretation of each table presented on this chapter regarding the buying behavior of the
consumers towards unadvertised products on television. This chapter focuses on the main areas
of the study, the factors that influence the consumers buying behavior, namely; (a) marketing mix,
(b) personal factor, (c) social factor, (d) psychological factor, and (e) cultural factor.

AGE SEX

20-30 31-40 41-50 51-56 MALE FEMALE

A B

OCCUPATION STATUS
2%11%
19% 9%
17%
9% 2% 6%
9%
14% 10% 50%
42%

Transportation Others
Education Government
Housewife Food and Services
Business Unemployed
Construction Single Married Separated Widowed

C D

35
FIGURE 1. Demographic Profile: A. Age, B. Sex, C. Occupation, D. Civil Status
Figure 1. (A) Shows the percentage of each age ranging from 20-30, 31-40, 41-50, and
51-60. As we can see on the graph most of our respondents are 41-50 year old while the lowest
percentage are the participants with the age of 51-60. On the figure 1. (B) We can see the
percentage between the male and female respondents of our study, where we can observed the
most of our respondents were female. Figure 1. (C) shows the occupation of the participants
categorized as; (a) transportation, (b) others, (c) education, (d) housewife, (e) food and services,
(f) business, (g) unemployed, and (h) construction. Where most of our respondents are
unemployed leading them to have the biggest part on the graph. The last figure; figure 1. (D)
Shows the civil status of our respondents. Half of them were single, while the others are married,
both male and female. The graph also shows the percentage of the separated respondents which
is the lowest, as well as the widowed in both male and female.

36
 20-30 31-40 41-50 51-60

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.58 0.27 AGREE 2 3.53 0.45 AGREE 2 3.86 0.33 AGREE 1 3.8 0.64 AGREE 1

B. Personal Factor 2.26 0.27 NEUTRAL 5 2.48 0.61 DISAGREE 4 2.34 0.38 DISAGREE 4 2.72 0.63 NEUTRAL 4

C. Social Factor 2.84 0.18 NEUTRAL 4 2.44 0.19 DISAGREE 5 2.22 0.22 DISAGREE 5 2.52 0.32 NEUTRAL 5

D. Psychological Factor 4.06 0.32 AGREE 1 3.88 0.45 AGREE 1 3.8 0.33 AGREE 2 3.78 0.50 AGREE 2

E. Cultural Factor 3.17 0.59 NEUTRAL 3 2.67 0.23 NEUTRAL 3 3.07 0.15 NEUTRAL 3 3.2 0.85 NEUTRAL 3

Table 1. The effect of age in consumers’ buying behavior towards

unadvertised products in television

Table 1 shows the result conducted about the effects of age in consumers’ buying behavior

towards unadvertised products in television. The data gathered from the participants with the age

of 20-30 years old shows that they are highly affected with the idea of purchasing unadvertised

product based on their need and wants which is under psychological factor. As an adult, the

individual takes a firmer place in society, usually holding a job, contributing to community and

maintaining a family and care of offspring, also in this stage of life the human start fulfilling their

dreams as they are turning into the real world and maturity stage, leading them to be practical in

purchasing unadvertised products that matches the findings of Agago et al (2015) which state that

when the age of a person alter over time their decisions also tend to change, their needs and wants

varies from what can suit on their age. Businesses that successfully leverage these needs will

motivate consumers to buy their products. The more basic the need, the greater the priority it

assumes in driving consumers to fulfill it. The table also shows the data gathered from the

participants with the age of 31-40 years old, the highest mean gathered shows that the participants

is highly influence with psychological factor, specifically the idea of purchasing unadvertised
37
product based on their experience. In this case we can say that when the consumer turns to the

age of 31-40 years old they already have the enough experience to verify what product to

purchase. On the other hand the data gathered from the participants with the age of 41-50 years

old, shows that they completely agreed with the idea of purchasing unadvertised product under

marketing mix. If we are going to look at the data gathered from the participants with the age of

51-60 years old we can see that they both consider the same factor, from this, we can say that

when the consumers turned to this ages they would probably choose a product based on its quality

regardless of its brand and price, as far as we concerned they are more practical due to their

knowledge and experiences about a specific product.

FEMALE MALE

Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.41 0.28 NEUTRAL 2 2.81 0.41 NEUTRAL 2

B. Personal Factor 2.14 0.25 DISAGREE 4 2 0.37 DISAGREE 4

C. Social Factor 2.06 0.17 DISAGREE 5 1.96 0.21 DISAGREE 5

D. Psychological Factor 3.5 0.31 NEUTRAL 1 3.1 0.34 NEUTRAL 1

E. Cultural Factor 2.57 0.32 NEUTRAL 3 2.13 0.21 DISAGREE 3

Table 2. The effect of gender in consumers’ buying behavior towards

unadvertised products in television

Table 2 shows the effect of gender in consumers’ buying behavior towards unadvertised

products in television. The highest rank gathered will lead us to gather the most influential factor

that affect female consumers, wherein we can see at the table that they completely agreed with

the idea of considering their psychological factor in purchasing unadvertised product. This result
38
shows what is expectedly to become an outcome where participant would agree in considering

their needs and want before purchasing non-advertised product. Under male participants the data

gathered shows that they are also being influence with psychological factors stating that they

considered their experience before purchasing a non-advertised product.

TRANSPORT HOUSEWIFE CONSTRUCTION OTHERS FOOD AND SERVICES

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing
3.42 0.25 NEUTRAL 2 3.46 0.15 NEUTRAL 1 3.65 0.53 AGREE 2 3.76 0.25 AGREE 1.5 3.54 0.22 AGREE 3
Mix

B. Personal
3.1 0.37 NEUTRAL 4 2.78 0.31 NEUTRAL 5 4.4 0.42 AGREE 1 3.12 0.38 NEUTRAL 5 3.49 0.15 NEUTRAL 4
Factor

C. Social Factor 3 0.17 NEUTRAL 5 3.12 0.37 NEUTRAL 4 3.6 0.42 AGREE 3 3.36 0.17 NEUTRAL 4 3.56 0.11 AGREE 2

D. Psychological
3.62 0.18 AGREE 1 3.39 0.24 NEUTRAL 2 3.3 0.45 NEUTRAL 4 3.76 0.15 AGREE 1.5 3.45 0.07 NEUTRAL 5
Factor

E. Cultural
3.37 0.12 NEUTRAL 3 3.3 0.1 NEUTRAL 3 2.5 0 DISAGREE 5 3.7 0.35 AGREE 3 3.6 0.17 AGREE 1
Factor

Table 3. The effect of Occupation in consumers’ buying behavior towards

unadvertised products in television

39
 EDUCATION BUSINESS GOVERNMENT UNEMPLOYED

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.59 0.21 AGREE 1 3.62 0.25 AGREE 3.5 3.75 0.36 NEUTRAL 2 3.66 0.16 AGREE 2

B. Personal Factor 3.46 0.09 NEUTRAL 4 3.64 0.30 AGREE 2 3.16 0.40 NEUTRAL 4 3.28 0.19 NEUTRAL 5

C. Social Factor 3.42 0.11 NEUTRAL 5 3.62 0.26 AGREE 3.5 3.02 0.40 NEUTRAL 5 3.37 0.17 NEUTRAL 4

D. Psychological Factor 3.58 0.13 AGREE 2 3.48 0.15 NEUTRAL 5 4.02 0.51 AGREE 1 4.12 1.33 AGREE 1

E. Cultural Factor 3.47 0.06 NEUTRAL 3 3.71 0.19 AGREE 1 3.39 0.40 NEUTRAL 3 3.57 0.15 AGREE 3

Table 3. The effect of Occupation in consumers’ buying behavior towards

unadvertised products in television

Table 3 shows the results conducted about the effect of occupation in consumers’ buying

behavior towards unadvertised products in television. The data gathered from the participants

under transportation states that they highly agree in considering psychological factor in

purchasing unadvertised products with the mean of 3.62 while social factor is the least to consider

in purchasing unadvertised products. This table also shows that participants who are considered

as housewives more likely purchased unadvertised products under marketing mix with the highest

mean of 3.42 that validate the study according to Ahmed et al (2016) that housewives are influence

by the price and variety of the product they choose to purchase. While the highest mean gathered

from the construction participants are found under personal factor with the mean of 3.1 states that

they mostly considered their budget, occupational needs, knowledge, age and interests in

purchasing unadvertised products. Supported by the study of Ramya et al (2016) that the income

expectation is the determinant of the buying behavior of a consumer if he will expect to have

40
lower income he will lessen his expenses. While other occupation agree about considering

marketing mix and psychological factor in purchasing unadvertised products with the highest

mean of 3.76. In food and services industry, cultural factor highly affects their behavior in

purchasing unadvertised products also according to Durmaz (2014) l were in family is considered

as the main source of perception on what to buy. On the next table we can see the data gathered

from the participants under education. It shows that marketing mix has the highest rank with the

mean of 3.59 which states that they completely agree with the idea of considering marketing mix

in purchasing unadvertised products. On the other hand, participants under business industry

considered cultural factor with the highest mean of 3 in purchasing unadvertised products also

according to Ramya et al 2016 that culture greatly affect the buying behavior because this

determines the buying pattern of the consumer. The unemployed participants and the participants

under government shows that they are influenced by the Psychological factor stating that they are

completely agreed with the idea of purchasing unadvertised product considering its perceptions,

needs and wants, experiences, observations and awareness.

41
 MARRIED SINGLE WIDOWED SEPARATED

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 2.97 0.26 NEUTRAL 4 3.16 0.28 NEUTRAL 2 3.94 0.56 AGREE 1 3.4 0.70 NEUTRAL 2

B. Personal Factor 3.4 0.16 NEUTRAL 2 2.87 0.10 NEUTRAL 3 2.36 0.68 DISAGREE 4 3.3 0.45 NEUTRAL 3

C. Social Factor 3.18 0.20 NEUTRAL 1 2.62 0.04 NEUTRAL 5 2.24 0.38 DISAGREE 5 3 0.61 NEUTRAL 4

D. Psychological Factor 2.98 0.27 NEUTRAL 3 3.54 0.27 AGREE 1 3.76 0.41 AGREE 2 4 0.71 AGREE 1

E. Cultural Factor 2.8 0.1 NEUTRAL 5 2.8 0.4 NEUTRAL 4 3.07 0.58 NEUTRAL 3 2.83 0.29 NEUTRAL 5

Table 4. The effect of Civil Status in consumers’ buying behavior towards

unadvertised products in television

Table 4. Shows the data gathered about the effects of civil status in consumers’ buying

behavior towards unadvertised products in television. According to the results, Married

participants highly consider the social factors in purchasing unadvertised products. They are

greatly affect by their family, friends and trusted people in buying unadvertised products, while

least consider the cultural factor. Single and separated participants are greatly influence by their

own interest and own perspective that is under psychological factor. The single people least

consider the social factor and the separated people least consider the cultural factor. While

widowed participants are greatly affect by marketing mix, where price, place are highly consider

in purchasing unadvertised products. And like single people, widowed people least consider the

social factor.

42
 CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATION

SUMMARY

Unadvertised products are the products that are not being shown in the television, not
being advertised in radio or in any print ads. This study aims to know the factors that influence
consumers’ buying behavior toward unadvertised products in television. This study utilized
quantitative data gathering method in order to satisfy the objectives of the study. The finding of
the study highlight the factors (marketing mix, personal factor, social factor, psychological factor,
cultural factor) that can affect consumers in buying an unadvertised products in terms of age, sex,
status and occupation. Questionnaires are given to 90 consumers that have enough knowledge in
unadvertised products that have 35 questions each.

The study find out that in terms of gender; male purchase unadvertised products
considering their experience while female consider the quality of the products. In status, single
people consider the price in buying unadvertised products, married people consider their budget,
widowed people consider the quality and the separated people consider the market place in
purchasing unadvertised products. In ages, 21-30 purchase unadvertised products based on their
needs and wants, 31-40 based on the product quality as well as ages from 41-50 and 51-60. In
occupation, transport group buy unadvertised products based on their own perception, education
group based on the product packaging, government group based on the product quality, their
observation, awareness and understanding, housewife consider the brand name, food and services
group based on their values, interest and also the artistic design of the product, business group
consider the market place, unemployed based on their needs and wants, constructions based on
the product price and others consider the packaging, the availability and their interest and values.

The general attitude of the consumers towards of purchasing unadvertised products was
either positive, negative or neutral.

43
CONCLUSION

Upon analyzing the data, the following are the draw conclusions in the study:

1. Marketing mix, personal, social, psychological and cultural are the factors that influence
consumers in purchasing unadvertised products.

2. Age from 51-60 are mostly purchased unadvertised products.

3. Females purchased unadvertised products than males.

4. Based on status, widowed usually purchased unadvertised products than single, married, and
separated people.

5. Most of the construction workers purchased unadvertised products.

RECOMMENDATION

This study suggests the following recommendations:

1. Larger number of respondents in Las Piñas City.

2. Larger geographic area.
3. Focus on wider scale of advertisement, not only on television.
4. Identify the significant difference between the purchasing and consumption of
unadvertised products based on age, sex, occupation, and civil status.
5. Also identify the influence of the quality, price, and location towards the consumption of
unadvertised products.

44
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 Appendix A: Questionnaire for participant of the survey

Las Piñas City National Senior High School – Doña Josefa Campus
Las Piñas City National Senior High School – Doña Josefa Campus
Doña Josefa Avenue Almanza Uno, Las Piñas City
Doña Josefa Avenue, Doña Josefa Subdivision, Almanza I, Las Piñas City

Factors that influence consumers’ buying behavior towards non-

Questionnaire
advertised products in television

This survey questionnaire is used

In partial Fulfillment to investigate
of the thein factors that influence the consumers’
Requirements

buying behavior towards non-advertised products. The researchers will be grateful to your at
Practical Research II

most cooperation. Any information obtained in connection with this study will remain
Submitted by:
confidential.

Queenzy F. Apalla Renna Angela B. Lozada

Name (Optional):_____________________ Occupation:_________________________
Micaella C. Bernardino Sheena Rose D. Madamo

Age:_______________________________
Leonardo G. Cosio Civil
Kimberly Status:_________________________
Omboy

Kate Ann Rose B. Ecal Sandrei A. Prado

Gender:_____________________________
Darlyn M. Gupit Emae B. Salvador

Directions: Encircle the options on the right side of each item. The options 5,4,3,2,1 represents
Grade 12 ABM-1
the following answers.
A.Y. 2017-2018

Submitted to: 5= Strongly agree

Mr. Mark Anthony C. Mamon

4= Agree

3= Undecided

2= Disagree

1= Strongly disagree

54
 A. Marketing Mix

1. I purchase unadvertised products considering its price. 5 4 3 2 1

2. I purchase unadvertised products considering its quality. 5 4 3 2 1

3. I purchase unadvertised products considering its brand name. 5 4 3 2 1

4. I purchase unadvertised products considering its labels. 5 4 3 2 1

5. I consider the market place where I purchase unadvertised products. 5 4 3 2 1

6. I purchase unadvertised products considering the climate. 5 4 3 2 1

7. I purchase unadvertised products considering its packaging. 5 4 3 2 1

8. I purchase unadvertised products considering its artistic design. 5 4 3 2 1

9. I purchase unadvertised products considering its influence on the

5 4 3 2 1
market.
10. I purchase unadvertised products considering its availability. 5 4 3 2 1

B. Personal Factors

1. I purchase unadvertised products depending on my occupational 5 4 3 2 1

needs.
2. I consider my budget before purchasing. 5 4 3 2 1

3. My knowledge helps me to decide on what unadvertised products to

5 4 3 2 1
purchase.
4. My age greatly influence my buying behavior. 5 4 3 2 1

5. I purchase unadvertised products depending on my own interest. 5 4 3 2 1

C. Social Factors

1. I purchased unadvertised products because of the influence of my 5 4 3 2 1

family.
2. I purchased unadvertised products because of the influence of my
5 4 3 2 1
friends and peers.

55
3. I purchased unadvertised products because a lot of people has using
5 4 3 2 1
it.
4. I purchased unadvertised products based on my interaction with
5 4 3 2 1
other people.
5. I purchased unadvertised products based on the recommendations of
5 4 3 2 1
trusted people.
D. Psychological Factors

1. I purchased unadvertised products based on my own perceptions. 5 4 3 2 1

2. I purchased unadvertised products based on my needs and wants. 5 4 3 2 1

3. I purchase unadvertised products based on my experiences. 5 4 3 2 1

4. I purchase unadvertised products based on my observations. 5 4 3 2 1

5. My awareness and understanding help me to decide on what 5 4 3 2 1

unadvertised products to purchase.
E. Cultural Factors

1. I purchase unadvertised products that are trending. 5 4 3 2 1

2. I purchase unadvertised products that show my culture, religion, and 5 4 3 2 1

nationality.
3. I purchased unadvertised products based on the shared values, 5 4 3 2 1
interests, and behavior of the society where I belong.

56
 Appendix B: Tables

20-30 31-40 41-50 51-60

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.58 0.27 AGREE 2 3.53 0.45 AGREE 2 3.86 0.33 AGREE 1 3.8 0.64 AGREE 1

B. Personal Factor 2.26 0.27 NEUTRAL 5 2.48 0.61 DISAGREE 4 2.34 0.38 DISAGREE 4 2.72 0.63 NEUTRAL 4

C. Social Factor 2.84 0.18 NEUTRAL 4 2.44 0.19 DISAGREE 5 2.22 0.22 DISAGREE 5 2.52 0.32 NEUTRAL 5

D. Psychological Factor 4.06 0.32 AGREE 1 3.88 0.45 AGREE 1 3.8 0.33 AGREE 2 3.78 0.50 AGREE 2

E. Cultural Factor 3.17 0.59 NEUTRAL 3 2.67 0.23 NEUTRAL 3 3.07 0.15 NEUTRAL 3 3.2 0.85 NEUTRAL 3

Table 1. The effect of age in consumers’ buying behavior towards unadvertised

products in television

FEMALE MALE

Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.41 0.28 NEUTRAL 2 2.81 0.41 NEUTRAL 2

B. Personal Factor 2.14 0.25 DISAGREE 4 2 0.37 DISAGREE 4

C. Social Factor 2.06 0.17 DISAGREE 5 1.96 0.21 DISAGREE 5

D. Psychological Factor 3.5 0.31 NEUTRAL 1 3.1 0.34 NEUTRAL 1

E. Cultural Factor 2.57 0.32 NEUTRAL 3 2.13 0.21 DISAGREE 3

Table 2. The effect of gender in consumers’ buying behavior towards

unadvertised products in television

57
 TRANSPORT HOUSEWIFE CONSTRUCTION OTHERS FOOD AND SERVICES

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing
3.42 0.25 NEUTRAL 2 3.46 0.15 NEUTRAL 1 3.65 0.53 AGREE 2 3.76 0.25 AGREE 1.5 3.54 0.22 AGREE 3
Mix

B. Personal
3.1 0.37 NEUTRAL 4 2.78 0.31 NEUTRAL 5 4.4 0.42 AGREE 1 3.12 0.38 NEUTRAL 5 3.49 0.15 NEUTRAL 4
Factor

C. Social Factor 3 0.17 NEUTRAL 5 3.12 0.37 NEUTRAL 4 3.6 0.42 AGREE 3 3.36 0.17 NEUTRAL 4 3.56 0.11 AGREE 2

D. Psychological
3.62 0.18 AGREE 1 3.39 0.24 NEUTRAL 2 3.3 0.45 NEUTRAL 4 3.76 0.15 AGREE 1.5 3.45 0.07 NEUTRAL 5
Factor

E. Cultural
3.37 0.12 NEUTRAL 3 3.3 0.1 NEUTRAL 3 2.5 0 DISAGREE 5 3.7 0.35 AGREE 3 3.6 0.17 AGREE 1
Factor

Table 3. The effect of Occupation in consumers’ buying behavior towards

unadvertised products in television

EDUCATION BUSINESS GOVERNMENT UNEMPLOYED

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 3.59 0.21 AGREE 1 3.62 0.25 AGREE 3.5 3.75 0.36 NEUTRAL 2 3.66 0.16 AGREE 2

B. Personal Factor 3.46 0.09 NEUTRAL 4 3.64 0.30 AGREE 2 3.16 0.40 NEUTRAL 4 3.28 0.19 NEUTRAL 5

C. Social Factor 3.42 0.11 NEUTRAL 5 3.62 0.26 AGREE 3.5 3.02 0.40 NEUTRAL 5 3.37 0.17 NEUTRAL 4

D. Psychological Factor 3.58 0.13 AGREE 2 3.48 0.15 NEUTRAL 5 4.02 0.51 AGREE 1 4.12 1.33 AGREE 1

E. Cultural Factor 3.47 0.06 NEUTRAL 3 3.71 0.19 AGREE 1 3.39 0.40 NEUTRAL 3 3.57 0.15 AGREE 3

Table 3. The effect of Occupation in consumers’ buying behavior towards

unadvertised products in television

58
 MARRIED SINGLE WIDOWED SEPARATED

Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank Mean SD Description Rank

A. Marketing Mix 2.97 0.26 NEUTRAL 4 3.16 0.28 NEUTRAL 2 3.94 0.56 AGREE 1 3.4 0.70 NEUTRAL 2

B. Personal Factor 3.4 0.16 NEUTRAL 2 2.87 0.10 NEUTRAL 3 2.36 0.68 DISAGREE 4 3.3 0.45 NEUTRAL 3

C. Social Factor 3.18 0.20 NEUTRAL 1 2.62 0.04 NEUTRAL 5 2.24 0.38 DISAGREE 5 3 0.61 NEUTRAL 4

D. Psychological Factor 2.98 0.27 NEUTRAL 3 3.54 0.27 AGREE 1 3.76 0.41 AGREE 2 4 0.71 AGREE 1

E. Cultural Factor 2.8 0.1 NEUTRAL 5 2.8 0.4 NEUTRAL 4 3.07 0.58 NEUTRAL 3 2.83 0.29 NEUTRAL 5

Table 4. The effect of Civil Status in consumers’ buying behavior towards

unadvertised products in television

59
 Appendix C: Raw Data Collected

AGE FREQUENCY
20-30 40
31-40 27
41-50 20
51-56 3
SEX
F 54
M 36
CIVIL STATUS
Single 45
Married 38
Separated 2
Widowed 5
OCCUPATION
Transportation 10
Others 8
Education 8
Government 8
Housewife 9
Food and Services 13
Business 15
Unemployed 17
Construction 2

Table 5. Demographic profile frequency

60
 Table 6. Frequency of Sex
SEX
FEMALE MALE
MARKETING MIX 5 4 3 2 1 5 4 3 2 1
Q1 22 10 5 6 11 8 8 12 4 4
Q2 23 16 6 8 1 10 10 8 2 6
Q3 15 18 5 12 4 3 12 13 0 8
Q4 18 16 6 6 8 2 10 19 3 2
Q5 8 14 14 9 9 2 10 6 5 13
Q6 8 14 14 9 9 3 2 9 14 8
Q7 6 15 13 14 6 2 4 11 17 2
Q8 9 25 0 12 8 3 10 0 17 6
Q9 16 11 11 16 0 3 5 7 3 18
Q10 16 16 12 2 8 4 5 17 4 6
PERSONAL FACTOR
Q1 2 4 18 13 17 3 0 4 16 13
Q2 8 7 7 16 16 4 2 8 19 3
Q3 4 3 2 26 19 1 2 4 14 15
Q4 0 0 20 14 20 0 0 6 11 19
Q5 0 0 16 17 21 0 0 6 21 9
SOCIAL FACTOR

Q1 1 0 14 29 10 0 0 9 19 8
Q2 0 2 18 13 21 0 1 11 15 9
Q3 1 2 16 20 15 0 1 3 26 6
Q4 0 0 18 30 6 0 1 6 23 6
Q5 0 0 17 11 26 0 0 6 11 19
PSYCHOLOGICAL FACTOR
Q1 8 18 19 9 0 3 8 12 3 10
Q2 27 7 11 9 0 10 8 5 10 3
Q3 17 18 2 8 9 11 10 4 11 0
Q4 7 24 3 11 9 3 9 11 7 6
Q5 2 22 23 3 4 9 5 3 10 9
CULTURAL FACTOR
Q1 0 4 21 10 19 0 4 5 23 4
Q2 6 13 12 3 20 2 0 8 19 7
Q3 9 10 13 7 15 3 2 2 11 18

61
 Table 7. Frequency of Status
STATUS
MARRIED SINGLE WIDOWED SEPARATED
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 10 12 4 10 2 16 9 7 12 1 3 1 0 1 0 0 1 0 1 0
Q2 10 12 3 5 8 11 11 15 8 0 4 1 0 0 0 0 1 1 0 0
Q3 4 13 3 6 12 6 19 7 12 1 1 1 2 1 0 0 0 1 0 1
Q4 4 11 7 11 5 6 14 11 12 2 2 2 1 0 0 0 2 0 0 0
Q5 8 9 9 1 11 4 8 14 18 1 1 1 2 1 0 1 1 0 0 0
Q6 5 6 11 4 12 5 6 14 19 1 1 1 2 1 0 0 0 2 0 0
Q7 5 7 12 3 11 4 6 9 24 2 1 1 3 0 0 1 0 1 0 0
Q8 4 11 6 5 12 5 18 3 18 1 1 2 0 2 0 1 0 0 1 0
Q9 5 8 13 2 10 5 11 10 16 3 4 0 1 0 0 1 0 0 1 0
Q10 6 8 12 5 7 5 15 6 15 4 3 1 1 0 0 0 0 2 0 0
PERSONAL FACTOR
Q1 3 15 8 12 0 1 12 14 16 1 0 3 1 1 0 1 0 0 1 0
Q2 10 14 6 4 4 4 5 18 16 2 1 0 0 3 0 0 1 1 0 0
Q3 5 17 11 3 2 2 11 18 6 8 1 0 0 4 0 1 0 0 1 0
Q4 9 12 3 11 3 6 9 12 9 9 0 0 1 4 0 0 1 0 0 1
Q5 9 10 8 7 4 5 6 8 21 5 0 0 1 1 3 1 0 0 1 0
SOCIAL FACTOR

Q1 2 15 8 7 6 3 6 10 17 8 0 0 1 4 0 0 0 1 1 0
Q2 9 12 8 5 4 5 6 11 12 10 0 0 1 1 3 0 1 0 0 1
Q3 4 12 9 7 6 3 9 7 16 9 0 0 3 2 0 1 0 1 0 0
Q4 8 12 3 10 5 3 7 8 18 8 0 0 2 3 0 0 0 2 0 0
Q5 8 10 6 10 4 3 6 10 17 8 0 0 2 3 0 0 1 0 1 0
PSYCHOLOGICAL FACTOR
Q1 3 8 13 4 10 9 15 12 2 6 1 2 2 0 0 0 2 0 0 0
Q2 10 10 8 4 6 24 6 6 2 6 3 1 1 0 0 2 0 0 0 0
Q3 9 7 8 3 11 10 23 1 7 3 2 2 0 0 1 0 2 0 0 0
Q4 2 8 12 11 5 4 23 4 4 9 1 2 0 2 0 0 2 0 0 0
Q5 10 4 9 6 9 11 13 9 2 9 0 2 3 0 0 0 0 2 0 0
CULTURAL FACTOR
Q1 0 9 20 5 4 0 4 16 17 7 0 0 3 1 1 0 0 1 1 0
Q2 5 0 27 8 1 4 9 15 3 13 1 2 1 0 1 0 0 2 0 0
Q3 3 4 10 20 1 8 14 8 6 8 1 1 2 1 0 0 1 0 1 0

62
 Table 8. Frequency of Age
AGE
20-30 31-40 41-50 51-60
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 16 15 5 3 1 11 11 4 1 0 9 4 2 5 0 2 0 0 1 0
Q2 16 10 4 7 3 13 9 3 2 0 8 11 1 0 0 2 1 0 0 0
Q3 9 24 2 5 0 4 16 3 3 1 5 8 2 3 2 1 0 2 0 0
Q4 11 15 7 5 2 0 12 11 4 0 8 9 2 0 1 1 2 0 0 0
Q5 7 11 13 5 4 5 15 7 0 0 5 3 8 3 1 0 0 2 1 0
Q6 7 9 15 5 4 5 2 9 8 3 6 4 8 2 0 0 1 2 0 0
Q7 7 9 14 9 1 4 4 15 3 1 5 5 5 5 0 1 0 2 0 0
Q8 9 17 4 6 4 4 12 0 8 3 5 12 0 0 3 1 0 0 2 0
Q9 7 9 18 3 3 5 4 11 6 1 7 8 3 2 0 2 0 1 0 0
Q10 7 19 7 5 2 5 4 15 3 0 9 8 3 0 0 2 0 1 0 0
PERSONAL FACTOR
Q1 2 2 14 18 4 4 1 3 19 0 2 4 7 9 0 1 1 0 1 0
Q2 6 3 6 20 5 7 2 11 5 2 3 0 5 8 4 1 0 0 0 2
Q3 0 4 4 16 15 2 2 5 16 2 3 0 0 13 4 1 0 0 2 0
Q4 0 0 15 11 14 0 0 7 7 13 0 0 7 8 5 0 0 1 2 0
Q5 0 0 12 22 6 0 0 5 20 2 0 0 4 9 7 0 0 1 2 0
SOCIAL FACTOR

Q1 7 0 6 23 4 0 0 8 13 5 0 0 4 13 3 0 0 2 1 0
Q2 8 2 10 13 7 0 3 12 8 3 0 0 7 4 9 0 1 1 1 0
Q3 9 3 5 18 5 0 3 1 20 2 0 0 10 8 2 0 0 1 2 0
Q4 8 2 16 12 2 0 3 9 9 5 0 0 8 11 1 0 0 1 2 0
Q5 5 0 16 13 3 3 0 5 13 5 0 0 7 12 1 0 0 1 2 0
PSYCHOLOGICAL FACTOR
Q1 17 12 9 2 0 5 6 10 4 2 3 8 8 1 0 0 2 1 0 0
Q2 27 5 7 1 0 10 13 2 1 1 11 5 2 2 0 2 0 1 0 0
Q3 17 18 1 2 2 18 4 1 2 2 7 7 1 3 2 1 2 0 0 0
Q4 12 17 5 4 2 5 6 13 2 1 7 7 2 4 0 0 2 0 1 0
Q5 7 17 12 4 0 18 3 1 2 3 4 5 8 0 3 0 1 2 0 0
CULTURAL FACTOR
Q1 5 2 13 8 12 2 3 8 10 3 2 3 9 6 0 0 0 2 0 1
Q2 12 8 10 2 8 1 2 5 13 5 3 3 10 2 2 1 1 0 0 1
Q3 18 5 5 7 5 4 1 7 12 2 1 4 6 9 0 2 0 0 1 0

63
 OCCUPATION
TRANSPORT OTHERS EDUCATION GOVERNMENT HOUSEWIFE
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 2 3 1 3 1 3 2 2 1 0 2 2 2 2 0 3 1 2 2 0 2 3 3 1 0
Q2 2 4 2 2 0 2 3 1 2 0 3 1 2 2 0 4 4 0 0 0 2 2 2 3 0
Q3 4 1 2 2 1 2 2 2 2 0 2 2 2 0 2 1 4 3 0 0 3 2 3 1 0
Q4 3 2 3 2 0 3 2 3 0 0 3 2 1 2 0 1 3 1 2 1 2 2 3 2 0
Q5 2 2 3 0 3 3 2 2 1 0 2 2 2 2 0 3 2 2 1 0 2 1 4 2 0
Q6 2 3 2 2 1 2 1 3 2 0 2 2 1 3 0 2 2 3 1 0 2 3 3 1 0
Q7 3 4 2 1 0 3 2 2 1 0 4 1 1 2 0 4 1 1 2 0 2 2 3 2 0
Q8 3 2 2 1 2 3 3 1 1 0 4 1 1 2 0 2 2 3 1 0 2 1 5 1 0
Q9 2 3 3 2 0 2 2 2 2 0 2 3 1 2 0 2 2 4 0 0 2 2 4 1 0
Q10 2 3 2 2 1 3 2 2 1 0 2 1 3 2 0 3 2 2 1 0 2 2 2 3 0
PERSONAL FACTOR
Q1 2 2 2 3 1 3 0 3 2 0 2 2 2 2 0 2 3 1 2 0 2 1 3 2 1
Q2 2 3 3 1 1 2 1 2 3 0 2 2 2 2 0 1 3 3 1 0 2 0 3 2 2
Q3 2 0 3 2 3 1 1 2 1 3 2 2 2 0 2 0 3 3 2 0 2 0 4 2 1
Q4 2 1 3 2 2 2 1 3 1 1 2 3 1 1 1 1 1 2 2 2 2 0 3 3 1
Q5 3 2 2 3 0 1 1 4 2 0 2 2 2 2 0 2 1 1 3 1 2 0 1 2 4
SOCIAL FACTOR

Q1 2 0 4 4 0 2 1 2 3 0 2 2 2 2 0 1 1 2 2 2 2 1 2 4 0
Q2 1 2 3 3 1 2 2 1 3 0 2 1 3 1 1 2 2 2 1 1 2 0 2 2 3
Q3 2 1 2 4 1 2 1 2 2 1 2 2 2 0 2 0 2 2 3 1 2 2 3 2 0
Q4 2 3 2 2 1 3 1 1 3 0 2 2 2 2 0 2 1 3 2 0 2 2 2 2 1
Q5 2 1 3 2 2 2 3 0 3 0 2 2 2 2 0 2 1 1 4 0 2 2 3 2 0
PSYCHOLOGICAL FACTOR
Q1 2 5 2 1 0 2 3 1 2 0 2 2 3 1 0 3 2 3 0 0 2 0 3 4 0
Q2 2 3 3 2 0 3 2 2 1 0 3 2 1 2 0 3 2 1 2 0 2 2 3 2 0
Q3 3 2 5 0 0 3 1 3 2 0 2 2 2 2 0 0 4 2 2 0 2 2 3 2 0
Q4 2 3 2 3 0 3 2 2 1 0 2 2 2 2 0 4 4 0 0 0 2 2 4 1 0
Q5 3 3 1 3 0 2 3 1 2 0 2 2 2 2 0 4 4 0 0 0 2 3 3 1 0
CULTURAL FACTOR
Q1 2 2 3 3 0 2 1 2 3 0 2 2 2 1 1 2 4 0 2 0 2 2 3 2 0
Q2 2 3 3 0 2 3 2 2 1 0 2 2 2 2 0 1 1 4 1 1 2 2 2 2 1
Q3 2 3 3 2 0 3 2 2 1 0 2 2 2 2 0 2 2 2 1 1 2 2 2 3 0

64
 Table 9. Frequency of Occupation
OCCUPATION
FOOD AND SERVICES BUSINESS UNEMPLOYED CONSTRUCTION
MARKETING MIX 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Q1 3 3 5 2 0 3 4 5 3 0 6 4 6 1 0 1 1 0 0 0
Q2 4 3 4 2 0 4 4 4 3 0 5 5 4 3 0 1 0 1 0 0
Q3 4 3 4 2 0 4 4 5 2 0 6 4 5 1 1 0 0 2 0 0
Q4 3 3 5 2 0 3 3 5 4 0 3 5 7 2 0 0 1 0 1 0
Q5 2 2 5 2 2 6 6 2 1 0 5 4 5 3 0 0 1 1 0 0
Q6 3 4 4 2 0 5 2 5 3 0 5 4 4 2 2 1 0 1 0 0
Q7 3 4 4 2 0 6 4 3 2 0 5 7 4 1 0 1 0 0 1 0
Q8 5 2 4 2 0 4 3 5 3 0 3 6 5 3 0 1 0 1 0 0
Q9 3 4 4 0 2 2 3 7 3 0 4 6 5 2 0 0 2 0 0 0
Q10 2 3 6 2 0 5 4 3 3 0 5 3 5 3 1 0 0 2 0 0
PERSONAL FACTOR
Q1 2 3 5 3 0 3 4 5 3 0 5 4 5 2 1 1 1 0 0 0
Q2 4 3 3 1 2 4 5 4 2 0 4 4 3 4 2 1 0 1 0 0
Q3 4 3 4 2 0 8 3 1 3 0 3 4 3 6 1 2 0 0 0 0
Q4 2 3 6 2 0 5 4 3 1 2 4 3 3 6 1 1 1 0 0 0
Q5 3 3 5 2 0 3 3 6 2 1 6 3 1 4 3 1 0 1 0 0
SOCIAL FACTOR

Q1 2 5 4 2 0 5 4 3 3 0 4 5 4 4 0 0 2 0 0 0
Q2 3 3 5 2 0 4 4 4 3 0 6 2 4 2 3 1 0 0 1 0
Q3 4 3 4 2 0 6 1 6 2 0 4 4 5 4 0 0 1 0 1 0
Q4 4 2 5 2 0 6 4 2 3 0 3 3 5 5 1 0 1 1 0 0
Q5 2 4 4 3 0 2 3 6 4 0 4 3 5 4 1 1 0 1 0 0
PSYCHOLOGICAL FACTOR
Q1 2 5 4 2 0 3 3 6 3 0 3 6 7 1 0 0 1 0 0 1
Q2 3 2 5 3 0 4 3 4 1 3 4 4 6 2 1 1 0 0 1 0
Q3 3 4 4 0 2 5 3 4 3 0 4 5 5 3 0 0 1 1 0 0
Q4 2 3 6 2 0 3 4 5 3 0 4 4 6 3 0 0 1 1 0 0
Q5 2 3 6 2 0 3 3 7 2 0 2 6 6 3 0 1 0 0 1 0
CULTURAL FACTOR
Q1 3 2 6 2 0 6 3 4 2 0 4 7 4 1 1 0 1 0 0 1
Q2 2 3 7 1 0 3 5 6 1 0 3 5 6 1 2 0 0 1 1 0
Q3 5 2 4 2 0 4 3 5 3 0 3 5 8 1 0 0 0 1 1 0

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