PRODUCT ADVERTISEMENT STRATEGIES: IT’S RELATIONSHIP

TOWARDS THE LEVEL OF CUSTOMERS’ SATISFACTION IN THE

SELECTED
CONVENIENCE STORES IN BARANGAY CALUMPANG

A Research Project
_______________________________
BY:

ANTIPOLO, Glydel A.
BOYLES, Sarah D.
CEREZO, Jericho L.
LUMBA, Anzen Rhys D.
PALAPOS, Lailyn M.
PULWA, Samraina M.

GRADE 12/ABM-Management
SENIOR HIGH SCHOOL DEPARTMENT
GENERAL SANTOS CITY NATIONAL HIGH SCHOOL
Calumpang, General Santos City
 February 2020

PRODUCT ADVERTISEMENT STRATEGIES: ITS RELATIONSHIP TOWARDS

THE LEVEL OF CUSTOMERS’ SATISFACTION IN THE SELECTED
CONVENIENCE STORES IN BARANGAY CALUMPANG

___________________________

A Research Project Submitted

To the Research Council

__________________

In Fulfillment of the Requirement

For Academic Track Senior High School Curriculum

_____________

By:

ANTIPOLO, Glydel A.
BOYLES, Sarah D.
CEREZO, Jericho L.
LUMBA, Anzen Rhys D.
PALAPOS, Lailyn M.
PULWA, Samraina M.

GRADE 12/ABM-Management
SENIOR HIGH SCHOOL DEPARTMENT
GENERAL SANTOS CITY NATIONAL HIGH SCHOOL
Calumpang, General Santos City
 February 2020

Table of Contents
Page
COVER PAGE i
TITLE PAGE ii
ABSTRACT iii

ACKNOWLEDGMENT iv
TABLE OF CONTENTS v
LIST OF FIGURES vii
LIST OF TABLES viii
Chapter I: INTRODUCTION 1
Background of the Study 1
Statement of the Problem 2
Hypothesis 2
Scope and Limitation 3
Significance of the Study 3
Chapter II: REVIEW OF RELATED LITERATURE AND STUDIES 5
A. Related Literature 5
B. Related Studies 7
C. Research Gap 10
D. Conceptual Framework 12
Chapter III: METHODOLOGY 14
Design 14
Respondents 14
Locale of the Study 15
Map of the Location of the Study 16
Data Collection 16
Sampling 16
Instrumentation 17
Data Analysis and Interpretation 17
Operationalization of Variables 18
Chapter IV: RESULTS AND DISCUSSIONS 20

Chapter V: SUMMARY, FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS 26
Summary 26
Findings 27
 Conclusions 28
Recommendations 29
REFERENCES 30

APPENDICES 32
Appendix A- Survey Questionnaire 32
Appendix B- Validation Form 33

Appendix C- Validation Letter 34

Appendix D- Permit to Conduct Study 37
CURRICULUM VITAE 38
 List of Figures

No. Title Page

1 Conceptual Framework of the Study 11
2 Map of the Location of the Study 15
 List of Tables

No. Title Page

1 Product Advertisement Strategies 19
2 Level of Customers’ Satisfaction towards
Product Advertisement Strategies 21
3 Relationship between Product Advertisement
Strategies and the Level of Customers’ Satisfaction
23
in the Selected One-Stop-Shop Stores
 Abstract
This study aimed to determine the relationship between the product

advertisement strategies towards customer’s satisfaction. This paper attempted

to answer specific question such as:1) What are the product advertisement

strategies employed by the one-stop-shop stores?; 2) What is the level of

customers’ satisfaction towards the product advertisement strategies?; lastly 3)

Is there a significant relationship between the product advertisement strategies

and the level of customer satisfaction employed by the one-stop-shop stores.

This study used descriptive correlation research design. Students, professionals,

staff and people who are able to answer were considered for the survey. The

foremost answers for SOP 1 are product advertisement strategies that have

result sometimes employed, for SOP 2 has resulted to high or highly satisfied

and for SOP 3 there is significance between product advertisement strategies

and the level of customers’ satisfaction. The overall mean of product

advertisement strategies with its description sometimes employed and the level

of customers’ satisfaction with its description often employed. Product

advertisement strategies have a relationship towards the level of customers’

satisfaction in the selected one-stop-shop stores in Barangay Calumpang where

the relationship is based on the product advertisement strategies.

 Acknowledgment

With the deepest gratitude and appreciation, the researchers would like to

give thanks to all who helped them in making this study possible.

To their research Coach Ms. Jean M. Dizon, and teacher Ms. April Mae R.

Pondavilla, who guided the researchers every time they have questions and for

sharing their knowledge to the study;

To the panelists of this study, Ms. Roselle U. Atabelo, Ms. Alona Rose

Jimenea and Ms. Alma Agulan, thank you for making this research reliable for

the future researchers and to the statistician, Mr. Sherwin P. Uy, thank you for

the knowledge you shared to the researchers especially how to come up with the

statistics and to validators, Mr. Alexander P. Andales, MBA, Ms. Josamie P.

Tuquero, MBA and Mr. Paul Anthony D. Frugalidad;

To the selected one-stop-shop stores, who granted the researchers request

to conduct in the establishment, for good accommodation; Fifth, to beloved

parents who supported the researchers for their understanding and for being

there at all times, to the friends who always there and still reminding to enjoy

being a researcher;
 Lastly, to Almighty God who is guided the researchers throughout the

duration of research. For the knowledge and wisdom, by His grace the

researchers were able to finish this study.

THE RESEARCHERS

Chapter I

INTRODUCTION

Background of the Study

The days have past and technology keeps updating. One of these

technologies is called advertising mediums and products such as television,

newspapers, magazines, radio, posters, and billboards and in recent time,

internet and web advertising. Advertising has an integral part in the daily lives; it

is a persuasive method which encouraged people to purchase goods and

services. A product or service is advertised to create awareness in the minds of

potential buyer through various advertising mediums. Advertising is used for

communicating business information to the present and prospective customers. It

usually provides information about the advertising firm, its product qualities and

place of availability.

Morello (2014) stated that advertising efforts help businesses establish

themselves in the market as viable brands. Unknown companies can become

known quantities through their marketing efforts and can create an image of their

liking in the process. The brand may be new and the products maybe largely

unknown, but the message will draw the attention of consumers, who may give it
a try. Therefore, product advertising is very important in a business especially

when promoting products. Advertising was also essential components to have

successful business. It also plays an important role towards the customers’ life

and it can develop customers’ loyalty and defense against competitors. An

advertising strategy is a campaign developed to communicate ideas about

products and services to potential consumers in the hopes of convincing them to

buy those products and services.

This study aimed to address the product advertisement strategies and its

relationship towards the level of customers’ satisfaction in the selected one-stop

shop stores in Barangay Calumpang where the researchers saw a visible and

existing problem.

Statement of the Problem

This study determined the product advertisement strategies and its

relationship towards the level of customers’ satisfaction in the selected

convenience stores in Barangay Calumpang.

Specifically, it answered the following questions:

1. What are the product advertisement strategies employed by the

convenience stores?

2. What is the level of customers’ satisfaction towards the product

advertisement strategies?
 3. Is there a significant relationship between product advertisement strategies

and the level of customers’ satisfaction employed by the convenience stores?

Hypothesis

H0: There is no significant relationship between the product advertisement

strategies and the level of customers’ satisfaction in the selected convenience in

Barangay Calumpang.

Scope and Limitation

This study focused on the product advertisement strategies and its

relationship towards the level of customers’ satisfaction in the selected

convenience stores in Barangay Calumpang. The respondents of this study were

the convenience stores staff whose businesses are located in Barangay

Calumpang and the customers of the establishment. This study also focused on

identifying the product advertisement strategies as well. It was conducted on the

second semester of S.Y. 2019-2020, particularly from November to December

2019.

Significance of the Study

This study would be beneficial to the following:

Convenience Store Owners. This study would help them to know what

advertisement medium is really effective and allows them to take a look at wider

perspectives on business industry.

Customers. It would help them to know identify a product advertisement that will

help them in choosing quality products in this market.

Community. It would help them to be able to know more product advertisement

strategies used by the convenience store owners.

Researchers. It would help them to add more knowledge, information and ideas

about the study they will be conducting specifically in business field.

Future Researchers. It would be useful for them to have further information and

to improve and develop better ideas for their future studies.

Advertisement Agencies. It would help them to know the effectivity of

advertisement to business clients.

 Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presented the related literature and related studies that

discusses different concepts of the variables.

A. Related Literature

Product Advertisement Strategies

There are almost as many different advertising strategies as there are

products to advertise, and each company follows its own unique strategy plans.

According to Davoud et al. (2013), effective and efficiency in business

advertisements are very important in an organization. Billboard media is one of

the effective outdoor medium but it can also give a negative result if the visual

are not exact. In addition, Sugget (2019) cited that advertising evolved into an

extent form of communication. Example is the Internet. Advertisement via

Internet is also called online selling. The consumers’ perception of reliability and

usefulness of advertising affect towards advertising and consumers’ willingness

to rely on advertising will reflect on their decision making. It also develops the

reliability and valid measure of the trust in constructing advertisement (Soh, Reid,

& King, 2013).

Furthermore, advertising means more than simply communicating the

name, price or address of the small business, product or service to potential

buyers. Advertising should use the marketing research to effectively

communicate the brand or image, as well alert customers to the benefits you

offer (Edmunds, 2018). According to Shakib and Haider (2017), advertising is a

way of communication to encourage an audience for making purchase decision

about a product or service and conveying information to viewers. The best

advertising is done by satisfied customers. If they are looking for great

advertisement for the product or brand, no need to look further. See how the

customers are doing. See if they are satisfied with what are offered. If they are

not, then go and improve things. It is considered as a vital and essential element

for the economic growth of the marketers and businesses (Kotler, 2014).

Meanwhile Adarmymin (2019), product advertisement strategies is important for

the business on the whole as it lets the business gain more customers, thereby

increasing business turnaround. While according to Patel (2010), advertising

helps to keep the consumers informed about whatever new products or services

are available in the market at their disposal. It helps to spread awareness about

products or services that are of some use to consumer and potential buyers.

Product advertising is the art of building and maintaining product awareness with

potential buyers. A good advertising program educates potential customers on

why they need the product, how it is used and the benefits derived from its use

(Fears, 2018).

Moreover, Patsioura (2009) stated that advertising has a great impact in

the relationship marketing qualitative factors in advertising effectiveness

indicators. The relationship of the marketing factors in the advertising websites

will be a useful approach for both academic researcher and practitioner.

Level of Customers’ Satisfaction

Advertising strategies successfully work to grow business and increasing

the revenue of clients. Smart marketing in today's world requires well-

researched, hands-on expertise in "new media", combined with an intelligent

strategy that makes best use of the options every step of the way (Bojko, 2017).

Customer satisfaction provides many benefits for a firm, and higher levels of

customer satisfaction lead to greater customer loyalty although every successful

marketer wants to provide a service that satisfies customers, this is not the only

goal (Bhasin, 2018). Also, Tracy (2013), states that exceeding expectations

builds a measure of customer loyalty and gives you an edge over your

competitors. It can also increase your profitability. Customers who experience the

kind of service that exceeds their expectations are often willing to pay for it.

  However, Iglesias and Guillen (2013) cited that customers’ satisfaction

means that customers repeat the experienced service and that they will become

an effective and efficient communication resource, at no cost to the firm.

According to Eloire (2019), the main advantage is the possibility to effectively

manage the whole process in a comprehensive way. As the idea is very much

based on creation and availability of process descriptions, checklists and tools,

the maintenance and update of the material are key. For the consumer, using a

conveniencestore can be efficient and provide insight into one's affairs, but it can

also limit options and be more expensive. However, relatively few studies that
examine the impact of customer satisfaction on store re-patronage behaviour by

store-type choice (Segal, 2019).The level of customers' satisfaction is the

perceived quality and total perceived price and it is said that perceived quality

has a positive impact on the level of customers' satisfaction while total perceived

price does not influence customers' satisfaction. Advertising and promotional

efforts help to establish a successful business brand. It can help the businesses

to be known, especially if they have unknown product, the message of the

product through advertisement can catch the attention of the customer (Morello,

2014).

B. Related Studies

Foreign

As stated by Ansari (2011) in the study, "An Investigation of TV

Advertisement Effects on Customers' Purchasing and Their Satisfaction" that

advertisement plays an important role in persuading customers to purchase

products and services. On the other hand, the expenses of advertisement in

comparisons of other activities in most companies are very remarkable.

Marketing studies showed that traditional advertisement strategies based on

massive ads bombarding over a generic audience are not very effective and, in

some cases, are at risk of being counterproductive. As a result, marketers and

advertising companies are always looking for more effective and newer

communication media and evaluation methods of advertising effectiveness. The

study attempts to examine the big clothing producer company in Iran which is the
Avishan company’s TV and its effects of advertisement on customers' attention to

advertisement, interest for purchasing, desire for purchasing, action of

purchasing and eventually customers' satisfaction in Babol city. The results show

that the TV advertisement was effective in taking attention of customers, creating

interest, desire and action of purchasing.

On the basis of the study of Shakib (2017) entitled, "A Study on the

Influences of Advertisement on Consumers Buying Behavior" which determines

the variables effecting consumers’ behavior. The sampling method that was used

is random sampling method. The analysis was done using statistical software

SPSS, version 20. To check the reliability of factors. According to George and

Mallery (2003), reliability coefficient of 0.7 is acceptable, more than 0.8 is good

and more than 0.9 is considered excellent. The reliability scores in this research

were: Entertainment (0.7), familiarity(0.71), social imaging (0.765), advertisement

spending (0.765) and consumer buying behavior (0.747). It shows that all the

variables have the Alpha value in the ‘acceptable’ range. The result of this study

shows that there is a positive impact of all the variables on consumer buying

behavior. This means that advertisement does in fact affect the buying behavior

of consumers.

As stated by Wang’ondu (2016) in the study "Marketing Strategies And

Customer Satisfaction: A Case Study Of The Institute Of Executive Coaches–

East Africa" which examined the relationship between the marketing strategies of

cost leadership and differentiation on firm performance specifically customer

satisfaction. Also, it examined the various communication channels that can be

utilized towards specific customers. The specific objectives of this study were to

measure the current level of firm performance as evidenced by customer

satisfaction and to suggest the marketing strategy and advertising channel that

would lead to enhanced performance of the firm. Descriptive research was used

in this study and both quantitative and qualitative data was collected using a self-

administered questionnaire. The collected data was analyzed using the Statistical

Package for Social Sciences (SPSS). In regards to the Customer Satisfaction,

less than a third of the 41 respondents found the product to be useful, and

slightly over a fifth found it to be ineffective. Similarly, In the study of Cheng and

Wu (2011) concluded an empirical research, "Evaluating The Impact of

Marketing Strategy on Customer Satisfaction Through Game Theory: A

Mathematical Model " that attempts to develop a theoretical model and

associated method for researching the impact of marketing strategy on customer

satisfaction. It examines the indirect effects of a marketing strategy on consumer

satisfaction via the price and service quality. It employs the concept of natural

logarithms and the Lagrange function to develop a conceptual model and form an

optimal marketing strategy. In addition, the study develops a model based on the

conception of game theory to identify the global marketing strategy in a

competitive environment. The results of the structural equation model support the

intermediary roles of price and service quality in the relationship between

marketing strategy and customer satisfaction. A coordination-integration strategy

can reduce price, and both standardization and coordination-integration

strategies can reduce price and enhance service quality and then enhance

customer satisfaction in the global market.

From the study of Hossein et al. (2011),"Investigating the Impact of

Advertising on Customers’ Behavioral Intentions: A Case of Agriculture Bank",

that the advertisement is one of the important communication tools in business.

In a large complex industrial society, in addition to face to face communication,

there is also a need for indirect communication. Therefore, advertising can meet

the need of such a society. Due to the important role of advertising, its budget

has been increasing in various Iranian organizations. The main purpose of this

paper is to investigate the impact of evaluative dimensions of advertising

including relevant news, brand reinforcement, entertainment, empathy,

familiarity, and confusion on customers’ satisfaction and to examine the impact of

customers’ satisfaction on perceived value and behavioral intentions in

Agriculture bank. The results showed that among evaluative dimensions of

advertising, relevant news and familiarity leave effect on customers’ satisfaction.

Thus, it can be stated that satisfaction positively influences customers’ perceived

value and perceived value positively impacts on customers’ behavioral intention.

C. Research Gaps

The following studies failed to mention the specific medium to be used for

an effective advertisement that can affect customer’s satisfaction. In the study of

Cheng and Wu (2011), entitled “Evaluating the Impact of Marketing Strategy of

Customer Satisfaction Through Game Theory: A Mathematical Model” say’s that

the impact of marketing strategy and customer’s satisfaction are the

coordination-integration strategy for prices. From Wang’ondu (2016), in the

“Marketing Strategies And Customer Satisfaction: A Case Study Of The Institute

Of Executive Coaches – East Africa” focused about the relationship between the

marketing strategies and customer satisfaction.

Shakib (2017), “A Study On The Influences Of Advertisement On

Consumers Buying Behavior” tackles and focused on the effect of

advertisements towards consumer’s buying behavior but the author failed to

mention the specific advertisement medium for attracting customers.

D. Conceptual Framework

The research paradigm illustrated the researchers’ conceptual framework.

The independent variable is the product advertisement strategies that entails that

through product advertisement strategies could lead to help the level of

customers' satisfaction. Also, it depicted that there was a relationship between

the product advertisement strategies and the level of customers’ satisfaction

where level of customer’s satisfaction towards product advertisement strategies

was the dependent variable.

 Independent Variable Dependent Variable

Product Advertisement Level of Customers’

Strategies Satisfaction towards PAS

Figure 1. Conceptual Paradigm of the Study

 Chapter III
METHODOLOGY
This chapter presented the research design, respondents of the study,

locale and map of the location of the study, data collection process, sampling,

instrumentation, data analysis and interpretation and operationalization of

variables. It focused on the how the data was gathered.

Design

The researchers used descriptive-correlation research design. According

to Moreno (2017), descriptive-correlation design is used to investigate

relationships of interest of a study. The researchers used descriptive correlation

design to describe the product advertisement strategies and the level of

customers' satisfaction. It also involved the relationship between product

advertisement strategies and the level of customers' satisfaction in the selected

convenience stores in Barangay Calumpang.

Respondents
 The respondents of this study were the sixty (60) staff and customers in

selected convenience stores whose business establishments are located in

Barangay Calumpang. Specifically, six customers and six staff in five

convenience stores were the respondents of this study.

Table 1. Distribution of Respondents

Store No. of Staff No. of Customers

Bobillo 1 6 6
Bobillo 2 6 6
MIZ Variety 6 6
Savemore- Calumpang 6 6
SunMart 6 6
Total 30 30

Locale of the Study

The study was conducted in the selected convenience stores in Barangay

Calumpang. Barangay Calumpang is the most populated barangay in the city of

General Santos. Anent this, the researchers chose this barangay because it has

a lot of convenience stores found within the barangay.

Data Collection

The researchers utilized the following steps in gathering data:

1. Made a survey questionnaire;

2. Requested to validate the survey questionnaire to the persons expert in their

field of specialization;

3. Requested a permission from the school principal to conduct the study outside
the school campus;

4. Distributed the questionnaire to the respondents;

5. Collected the questionnaires;

6. Tabulated and interpreted the data gathered; and

7. Concluded and made recommendations.

Instrumentation

The researchers used researcher-made survey questionnaire for the

respondents to gather answer to the given questions. It was composed of 15

statements; five (5) for part 1 and ten (10) for part 2. The questionnaire was

validated by the experts in their field of business.

Data Analysis and Interpretation

In collecting the data, data processing was made. For statement of the

problem numbers 1 and 2, the weighted arithmetic mean was used in analyzing

the data. In statement of the problem number 3, to define the significance

between the independent and dependent variables, the researchers used

Pearson-moment correlation.
Map of the Location of the Study
Sampling

This study used quota sampling. This type of sampling can be done

making a questionnaire and distributing it to a specific number of respondents

that is expected to be achieved. Through this method, researchers can easily

finish collecting the data in a matter of hours. This allowed the researchers to

focus on analyzing the data rather than interviewing and carefully selecting

participants. According to Saunders (2012), quota sampling method is a non-

probability sampling and it can be defined as a sampling method of gathering

representative data from a group. Application of quota sampling ensures that

sample group represents certain characteristics of the population chosen by the

researcher.

Operationalization of Variables

For clarity and better understanding, the researchers defined the following

terms:

Convenience Stores. It means offering customers the convenience of having

multiple needs met in one location, instead of having to drive all over the town to

attain related services at different stores.

Level of Customers Satisfaction. It measures the satisfaction level of the

customers in terms of product advertisement strategies. Operationally it is used

as the dependent variable of the study.

Product Advertisement Strategies. It is a strategy to persuade a customer

buying a product, operationally it is defined as the product strategies used by the

convenience store owners and it is the independent variable of this study.

Chapter IV
RESULTS AND DISCUSSIONS
This chapter presented the analysis of finding and discussions of the data

gathered. The finding presented in tabular form and elaborated with

corresponding explanations and discussion to the particular question and stated

in statement of the problem.

1. Product Advertisement Strategies Employed by the Convenience Stores

Indicators Mean SD Rank

1. Flyers and/or posters 3.52 1.05 3
2. Jingle songs 3.54 1.17 2
3. Online and/or internet promotion 3.80 0.92 1
4. Radio advertisements 3.48 1.19 4
5. Television advertisements 3.10 1.00 5
Overall Mean 3.52    
n= 60  
Table 1.Product Advertisement Strategies

The table 1 presented the product advertisement strategies with five (5)

statements. The table showed that online and/or Internet promotion got the

highest mean of 3.80, It was followed by jingle songs (x=3.54), flyers and posters

(x=3.52), radio advertisements (x=3.48), and television advertisement (x=3.10).

It indicates that the product advertisement strategies employed by the

convenience stores with an overall mean of 3.52 which means sometimes

employed. It indicates that respondents in the selected convenience stores only

satisfied with the product advertisement strategies that were employed by the

stores. It implies that the product advertisement strategies specifically online

and/or Internet promotion by the convenience stores were sometimes employed.

According to Adarmymin (2019), product advertisement strategies are

important for the business on the whole as it lets the business gain more

customers, thereby increasing business turnaround. While according to Patel

(2010), advertising helps to keep the consumers informed about whatever new

products or services are available in the market at their disposal. It helps to

spread awareness about products or services that are of some use to consumer

and potential buyers.

2. Level of Customers’ Satisfaction towards the Product Advertisement

Strategies

Table 2.
Level of Customers’ Satisfaction towards the Product Advertisement Strategies

Indicators Mean SD Description

1. Persuades to buy product 4.28 0.83 High
2. Helps to get familiar with the
4.30 0.79 High
product
3. Induces to have trust to the product 4.32 0.62 High
4. Convinces me to go in store 4.07 0.94 High
5. Sounds good to ears 4.00 0.97 High
6. Gets massive customers 3.95 0.72 Moderate
7. Catches attention to buy the
4.10 0.93 High
product
8. Encourages due to its creativity 4.03 0.78 High
9. Directly inform to the new product 4.00 0.80 High
10. Gives more information 3.82 1.03 Moderate
Overall Mean 4.09   High
n=60
 The table 2 presented the level of customers’ satisfaction towards product

advertisement strategies. Based on the table, the indicators which got the highest

mean are as follows: induces to have trust to the product, helps to get familiar

with the product, and persuade to buy product with a mean of 4.32, 4.30, and

4.28, respectively. Meanwhile, the indicators gives more information (x=3.82),

gets massive customers(x=3.95), and directly inform to the new product (x=4.00)

got the lowest mean.

Generally, the level of customers’ satisfaction towards the product

advertisement strategies is high with an overall mean of 4.09. It means that

customers are higly satisfied the with the product advertisement strategies

employed by the selected convenience stores. It implies that level of customers’

satisfaction of the convenience stores is reached by the applied product

advertisement strategies.

According to Eloire (2019), the main advantage is the possibility to

effectively manage the whole process in a comprehensive way. As the idea is

very much based on creation and availability of process descriptions, checklists

and tools, the maintenance and update of the material is a key. For the

consumer, using a convenience can be efficient and provide insight into one's

affairs, but it can also limit options and be more expensive (Segal, 2019).

However, relatively few studies that examine the impact of customer satisfaction

on store re-patronage behaviour by store-type choice

3. Relationship between Product Advertisement Strategies and the Level of

Customers’ Satisfaction employed by the Convenience Stores.

Table 3.
Non-significant Relationship between Product Advertisement
Strategies and the Level of Customers’ Satisfaction
employed by the Convenience stores

Level of Customers’ Satisfaction employed by the

Variables Convenience stores
R R2 p-value Remarks
Product
NOT
Advertisement 0.023 0.00055 0.858
Significant
Strategies

The table 3 shows the significance relationship between product advertisement

strategies and the level of customers’ satisfaction employed by the convenience

stores with a pearson-moment correlation of 0.858. The level of customers’

satisfaction has an overall mean of 4.09 with its description high.

It indicates that the relationship between product advertisement strategies

and the level of customers’ satisfaction employed by the convenience stores has

no significance. It means product advertisement strategies and the level of

customers’ satisfaction employed by the convenience stores have a no

significant relationship according to the data. It also implies that there is no

significant relationship between product advertisement strategies and the level of

customers’ satisfaction employed by the one-stop-shop stores because product

advertisement strategy does not help the customers to choose the best product.

According to Shakib and Haider (2017), advertising is a way of

communication to encourage an audience for making purchase decision about a

product or service and conveying information to viewers. The best advertising is

done by satisfied customers. If you are looking for great advertisement for your

product or brand, no need to look further. See how your customers are doing.

See if they are satisfied with what you offer. If they are not, then go and improve

things. It is considered as a vital and essential element for the economic growth

of the marketers and businesses (Kotler, 2014).

 Chapter V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presented the summary, findings, conclusions and

recommendations based on the data gathered in this study.

Summary

This study tried to assess the product advertisement strategies and its

relationship towards the level of customers’ satisfaction in the selected

convenience stores in Barangay Calumpang. This study used descriptive-

correlation design because it described the relationship between product

advertisement strategies and level of customers’ satisfaction towards the product

advertisement strategies employed by the convenience stores.

The respondents were staff and customers in selected convenience stores

in Barangay Calumpang. There were sixty (60) respondents 30 staff and 30

customers. The researchers used survey questionnaire to gather the data for this

study. The questionnaire consists of two parts which has 10 statements each

corresponding to the dependent and independent variable. Specifically, this

sought to answer the following questions below:

1. What are the product advertisement strategies employed by the convenience

stores?

2. What is the level of customers’ satisfaction towards the product advertisement

strategies?
3. Is there a significant relationship between the product advertisement strategies

and the level of customer satisfaction employed by the conveniencestores?

Findings

Based on the data gathered and analyzed, the following are the outcome

of the study;

1. The selected convenience stores in Barangay Calumpangapplied online

and/or Internet promotions, jingle songs, flyers and posters, radio

advertisements, and last is television advertisement.

2.The respondents of the study were highly satisfied with the product

advertisement strategies employed by the one-stop-shop stores according to its

result.

3. The computed p-value shows the non-significance relationship between

product advertisement strategies and level of customers’ satisfaction. The level

of customers’ satisfaction in the selected convenience stores resulted to high or

highly satisfied. Thus, the null hypothesis describes that there is no significant

relationship between product advertisement strategies and level of customers’

satisfaction in the selected convenience stores in Barangay Calumpang was

accepted.
Conclusions

Based on the findings of this study, the following conclusions were drawn:

1. Product advertisement strategies to the selected convenience stores that

online and/or internet promotions have the highest attribution in the selected

convenience stores.

2. The level of customers’ satisfaction towards the product advertisement

strategies is high. The indicators that resulted to high are persuades to buy

product, helps to get familiar with the product, induces to have trust to the

product, convinces me to go in store, sounds good to ears, catches attention to

buy the product, encourages due to its creativity and directly inform to the new

product while the remaining are moderately high.

3. According to the result of this study, there is a no significant relationship

between product advertisement strategies and the level of customers’

satisfaction employed by the convenience stores.

Recommendations

In general, the researchers were confident that the problems were

correspondingly answered with the accuracy and reliability it can utmost achieve.

However, there are still aspects in the study that may yield more accurate and

strong data conclusions. The researchers have the following recommendations:

1. The advertisement strategies employed by the convenience stores must be

amplified.

2. Continue to apply the product advertisement strategies to reach the very high

satisfaction of the convenience stores customers in Barangay Calumpang.

3. Stores should polish the use of flyers and/or posters as form of advertisement,

radio advertisementsand of television as medium advertisement because it got

the lowest ranks.

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 Appendix A
SURVEY QUESTIONNAIRE
Name (optional):
General Instruction: The part 1 of this questionnaire contains the statement
related to product advertisement strategies and the part 2 contains the statement
regarding the level of customer satisfaction and its relationship towards the
convenience stores. Put a check (/) on the box that corresponds to your answer.
LEGEND:
Scale - Description - Interpretation
5- Always Employed - Highly Agree
4- Often Employed - Agree
3- Sometimes Employed - Moderately Agree
2- Seldom Employed - Disagree
1 - Never Employed - Highly Disagree
Part I- Product Advertisement Strategies 5 4 3 2 1
1. Flyers and/or posters          
2. Jingle songs          
3. Online and/or internet promotions          
4. Radio advertisements          
5. Television advertisements          
LEGEND:
Scale - Description - Interpretation
5- Very High - Highly Satisfied
4- High - Satisfied
3- Moderately High - Moderately Satisfied
2- Low - Dissatisfied
1- Very low - Highly Dissatisfied
Part II- Level of Customers Satisfaction 5 4 3 2 1
1. Persuades to buy product
         
2. Helps to get familiar with the product
         
3. Induces to have trust to the product
         
4. Convinces me to go in store
         
5. Sounds good to ears
         
6. Gives more information
         
7. Gets massive customers
         
8. Encourages due to its creativity
         
9. Directly inform to the new product
         
10. Catches attention to buy the product
         

Appendix B
VALIDATION FORM
 RESEARCH QUESTIONNAIRE VALIDATION FORM
LEGEND: Scale - Description - Interpretation
5 - Very high - Highly employed
4 - High - Employed
3 - Moderate - Moderate employed
2 - Low - Rarely Employed
1 - Very Low - Not Employed
INDICATORS 5 4 3 2 1
1. The questionnaire contains sufficient
statements to gather needed information
about product advertisement strategies.          
2. The statements of the questionnaire
Adequacy are consistent and interrelated to obtain
information about product advertisement
strategies.          
3. The questionnaire contains statements
that are systematic and complete.          
1. The words used in the questionnaire
are easy to understand.          
2. The questions are correctly
constructed in terms of grammar,
Appropriateness
punctuation and spelling.          
3. All questions are relevant to the
study about research problems and/or
questions.          
1. The questions do not intrude the
respondent's private life.          
2. The questions are objectively written
and not biased.          
Acceptability
3. The questions do not use insensitive
and impolite words that may violate the
culture, gender, religion, age of the
respondents.          
 

Other
comments or
suggestions          
 

Overall Mean          

Appendix C1
LETTER TO THE VALIDATOR
ALEXANDER P. ANDALES, MBA (Sgd.)
Master Teacher II
General Santos City National High School
Calumpang, General Santos City

Sir:

MagandangGenSan!

The researchers of the study entitled, Product Advertisement Strategies: Its

Relationship towards the Level of Customer Satisfaction in the Selected
Convenience stores in Barangay Calumpang,recognize your expertise in
validation their questionnaire.

In line with this, the undersigned is humbly requesting your expertise for
validation of their survey questionnaire. The questionnaire will be related with its
acceptability, appropriateness and adequacy. Spaces are provided in the
validation form attached where you can put a check corresponding to the score
of the criteria. In regards, if the questionnaire got a mean of three (3) and below,
the researchers would like to ask your comments and suggestions and write in
the space provided at the last part.

Your valuable expertise and assistance is highly appreciated.

Thank you and more power!

Very respectfully yours, Noted by:

Sgd. JERICHO L. CEREZO Sgd. JEAN M. DIZON, MT-I

Group Representative Research Coach
Appendix C2
LETTER TO THE VALIDATOR

JOSAMIE P. TUQUERO, MBA (Sgd.)

Master Teacher II
General Santos City National High School
Calumpang, General Santos City

Ma'am:

MagandangGenSan!

The researchers of the study entitled, Product Advertisement Strategies: Its

Relationship towards the Level of Customer Satisfaction in the Selected
Conveniencestores in Barangay Calumpang,recognize your expertise in
validation their questionnaire.

In line with this, the undersigned is humbly requesting your expertise for
validation of their survey questionnaire. The questionnaire will be related with its
acceptability, appropriateness and adequacy. Spaces are provided in the
validation form attached where you can put a check corresponding to the score
of the criteria. In regards, if the questionnaire got a mean of three (3) and below,
the researchers would like to ask your comments and suggestions and write in
the space provided at the last part.

Your valuable expertise and assistance is highly appreciated.

Thank you and more power!

Very respectfully yours, Noted by::

Sgd. JERICHO L. CEREZO Sgd. JEAN M. DIZON, MT-I

Group Representative Research Coach
Appendix C3
LETTER TO THE VALIDATOR

PAUL ANTHONY D. FRUGALIDAD (Sgd.)

Teacher II
General Santos City National High School
Calumpang, General Santos City
Sir:

MagandangGenSan!

The researchers of the study entitled, Product Advertisement Strategies: Its

Relationship towards the Level of Customer Satisfaction in the Selected
Conveniencestores in Barangay Calumpang, recognize your expertise in
validation their questionnaire.

In line with this, the undersigned is humbly requesting your expertise for
validation of their survey questionnaire. The questionnaire will be related with its
acceptability, appropriateness and adequacy. Spaces are provided in the
validation form attached where you can put a check corresponding to the score
of the criteria. In regards, if the questionnaire got a mean of three (3) and below,
the researchers would like to ask your comments and suggestions and write in
the space provided at the last part.

Your valuable expertise and assistance is highly appreciated.

Thank you and more power!

Very respectfully yours, Noted by:

Sgd. JERICHO L. CEREZO Sgd. JEAN M. DIZON, MT-I

Group Representative Research Coach
Appendix D
PERMIT TO CONDUCT STUDY
 Appendix E1
CURRICULUM VITAE

Personal Information:
Name: Glydel A. Antipolo
Sex: Female
Age: 18 years old
Address: Purok Lily of the Valley,
Calumpang,
General Santos City
Date of Birth: August 25,2001
Place of Birth: Pocaleel,Kiblawan, Davao del Sur
Contact Number: 0950 (017) (6736)
E-mail Address:
Mother's Name: Carmelita A. Antipolo
Mother's Occupation: Plain Housewife
Father's Name: Arnold A. Antipolo
Father's Occupation: Farmer
Educational Background:
Pre-school: N/A

Primary: Pocaleel,Kiblawan, Davao del Sur

Junior High School:

Governor Nonito D. Llanos Sr. National High
School
Senior High School:
General Santos City National High School,
Calumpang, General Santos City
In making this research I learned that being involve in this activity is not
Achievement/s:
easy and you need to be a hard-working and it is a great opportunity to learn
so that it can apply your next steps in school life. I learned also how to make
research paper.

Learning Insights:
 Appendix E2
CURRICULUM VITAE

Personal Information:
Name: Sarah D. Boyles
Sex: Female
Age: 17 years old
Address: Purok20,Block 4,
Fatima, General Santos City

Date of Birth: March 21 ,2002

Place of Birth: Auguis Hospital, General Santos City
Contact Number: 0918 (724) (8695)
E-mail Address: [email protected]
Mother's Name: Nelia D. Boyles
Mother's Occupation: Plain Housewife
Father's Name: Ariel A. Boyles
Father's Occupation: Driver
Educational Background:
Pre-school: N/A

Primary: Fatima Central Elementary School, Fatima,

General Santos City

Junior High School: General Santos City National High School,

Calumpang, General Santos City
Senior High School:
General Santos City National High School,
Calumpang, General Santos City
Achievement/s:

Learning Insights:
In making this research I learned that unity is the best policy in order to
be a great team we should working together.This research paper also helps us
to become more knowledgeable about how to make a research paper that will
guide us in our next journey in school life.
 Appendix E3
CURRICULUM VITAE

Personal Information:
Name: Jericho L. Cerezo
Sex: Male
Age: 17 years old
Address: PurokUpper Puting Bato,
Calumpang,
General Santos City
Date of Birth: January 27, 2002
St. Elizabeth Hospital,
Place of Birth: General Santos City
Contact Number: 0978 (558) (0313)
E-mail Address: [email protected]
Mother's Name: Yolanda DecenorioLavaniego
Mother's Occupation: Plain Housewife
Father's Name: Jorge ZaldiviaCerezo
Father's Occupation: Fisherman-Machinist
Educational Background:
Pre-school: N/A

Primary: Balunto Elementary School, Labangal,

General Santos City

Junior High School: General Santos City National High School,

Calumpang, General Santos City
Senior High School: General Santos City National High School,
Calumpang, General Santos City
Achievement/s:

With Honors: S.Y. 2017-2018

With Honors: S.Y. 2018-2019
Learning Insights:
Research is a significant to the daily lives of everyone including mine. It
taught me a lot especially the procedures that is in relation to the daily work,
routine, lifestyle. It also helped me to think critically while, during and after the
conduct.
 Appendix E4
CURRICULUM VITAE

Personal Information:
Name: Anzen Rhys D. Lumba
Sex: Female
Age: 17 years old
Address: Waling-waling Street,
Calumpang,
General Santos City

Date of Birth: April 15, 2002

Place of Birth: Davao City
Contact Number: 0910 (333) (0868)
E-mail Address: [email protected]
Mother's Name: Zenaida Villanueva
Mother's Occupation: Plain Housewife
Father's Name: Rene Villanueva
Father's Occupation: Seaman
Educational Background:
Pre-school: Christian Village Day Care Center, Christian,
Calumpang, General Santos City
Primary:
Magsaysay Elementary School, Santa Fe, Romblon

Junior High School:

Santa Fe National High School,
Romblon
Senior High School:
General Santos City National High School,
Calumpang, General Santos City
Achievement/s:

Learning Insights:
Research enables me to expand my knowledge, it serves as the initial
knowledge as I will enter my college life. It gave an experience that I could
never forget; the teamwork and hard work just to get the aim of this paper.
 Appendix E5
CURRICULUM VITAE

Personal Information:
Name: Lailyn M. Palapos
Sex: Female
Age: 17 years old
Address: DarimcoSilway,
West, General Santos City

Date of Birth: July 6, 2002

Malapatan
Place of Birth: Sarangani Province
Contact Number: 0909 (5023) (5334)
E-mail Address: [email protected]
Mother's Name: Geraldine M. Palapos
Mother's Occupation: Plain Housewife
Father's Name: Absalon O. Palapos Sr.
Father's Occupation: Driver
Educational Background:
Pre-school: Dadiangas West Central Elementary School, West,
General Santos City
Primary: Pedro Acharon Sr. Central Elementary School,
West, General Santos City

Junior High School:

General Santos City National High School,
Calumpang, General Santos City
Senior High School:
General Santos City National High School,
Calumpang, General Santos City
Achievement/s:

With Honors: S.Y. 2017-2018

With Honors: S.Y. 2018-2019
Learning Insights:

I learned that research is really helpful in our lives to answer our questions or
problems in life we must do research. Research is really hard to do and hard to
understand but it isimportant because we can learn from it. And also we can
apply what we learn in our daily lives.

Appendix E6
CURRICULUM VITAE

Personal Information:
Name: Samraina M. Pulwa
Sex: Female
Age: 17 years old
Address: PurokRaja Buayan,
Tambler, General Santos City

Date of Birth: March 25, 2002

Palimbang,
Place of Birth: Sultan Kudarat
Contact Number: 0975 (863) (3738)
E-mail Address: [email protected]
Mother's Name: Lucaisa M. Pulwa
Mother's Occupation: Plain Housewife
Father's Name: Kamil A. Pulwa
Father's Occupation: Carpenter
Educational Background:
Pre-school: N/A

Primary: San Roque Elementary School, Palimbang,

Sultan Kudarat

Junior High School:

General Santos City National High School,
Calumpang, General Santos City
Senior High School:
General Santos City National High School,
Calumpang, General Santos City
Achievement/s:

With Honors: S.Y. 2018-2019

Learning Insights:

Research is more than just learning about specific topic area. It’s also an
opportunity to learn about yourself and the world around you. I learned how to
conduct research properly, it help me develop good teamwork though some
members didn't appreciate my efforts but this challenges in conducting research
made me strong and be better.