Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents and analyzes the data gathered in the study. The

various results are presented in the succeeding tables with corresponding

discussions and explanations.

The statement of the problem asked about influence of advertisement on

consumer buying behavior of first ear college students of NDSCP in terms of

printed advertisement, non printed advertisement, economic determinants,

psychological determinants and sociological determinants.

Here are the data gathered by the researchers after conducting the

survey about Influence of advertisement on consumer buying behavior of first

year college students in Notre Dame- Siena College of Polomolok S.Y. 2020-

2021.
 Table 1.1
The Influence of Advertisement on Consumer Buying
Behavior of First Year College Students
Printed Advertisement
Descrip
Statements 5 4 3 2 1 Total
tion
1. I am familiar with ND-Siena
College of Polomolok because
of the flyers given to the 0.64 1.03 1.60 0.15 0.01 3.42 Agree
students.
2. I am familiar with ND-Siena
College of Polomolok because Agree
of the brochures given to the 0.64 1.87 1.21 - - 3.72
students.
3. I am familiar with ND-Siena
College of Polomolok because
of the board signage 1.19 2.08 0.69 -.03 - 3.98 Agree
(tarpaulin) posted around the
municipality.
4. I am familiar with ND-Siena
College of Polomolok because
of the uniforms, apparels, and 1.63 1.72 0.73 - - 4.08 Agree
souvenir items given to the
students.
5. I am familiar with ND-Siena
College of Polomolok because 1.60 2.00 0.54 - - 4.14 Agree
of its school name and logo.
6. I am familiar with ND- Siena
College of Polomolok because Agree
of the school paper given to 1.51 1.49 0.94 0.03 - 3.96
the students.
7. I am familiar with ND-Siena
College of Polomolok because Agree
of the school magazines give 1.41 1.21 1.00 0.17 - 3.78
to students.
Weighted Mean 3.87 Agree
Legend:
Strongly Disagree =1.00-1.80
Disagree =1.81-2.60
Neutral =2.61-3.40
Agree =3.41-4.20
Strongly Agree =4.21-5.00

Table 1.1 shows the influence of advertisement on consumer buying

behavior of first year college students in terms of printed advertisement. It is

shown in the table that the statement number 1 is the lowest among 7 with a

mean score of 3.42. This means that the printed advertisement on flyers that was

given to the students is not enough to convince them to enroll in NDSCP. While,

the highest mean shows in the statement number 5 with a mean score of 4.14,

which means that they chose Notre Dame Siena College of Polomolok because

of its school name and logo.

With an average mean score of 3.87 or described as agree on the

influence of advertisement on consumer buying behavior of first year college

student in terms of Printed advertisement. This means that the school

administration is doing well in advertising and marketing the school by using

Printed advertisement such as magazines tarpaulins and school papers. Cocoran

and Keiran (2011) asserted that printed advertisement has a promotional

function as medium to advertise a product. It implicitly persuades people to

create demand of product which is being advertised.

Table 1.2
The Influence of Advertisement on Consumer Buying
Behavior of First Year College Students
Non-Printed Advertisement
Statements 5 4 3 2 1 Total Description

1. I am familiar with ND-Siena

College of Polomolok
2.4 Strongly
because of the school 1.72 0.23 - 0.01 4.37
0 Agree
activities implemented every
year.
2. I am familiar with ND-Siena
College of Polomolok Strongly
2.5
because of the social media 1.38 0.46 - - 4.35 Agree
0
ads like facebook, instagram,
and twitter.
3. I am familiar with ND-Siena Agree
1.1 1.95 0.77 - 0.02 3.92
 College of Polomolok
because of the promotional
9
video that can be seen in
youtube.
4. I am familiar with ND-Siena
College of Polomolok
because of the information 1.3 Agree
drive or “recoreda” 8
1.74 0.87 - - 3.99
implemented by the school
during the pandemic.
5. I am familiar with ND-Siena
College of Polomolok
1.3 Agree
because of the contribution of 2.05 0.65 - - 4.05
5
the school during the
pandemic.
6. I am familiar with ND-Siena
College of Polomolok
1.0 Agree
because of the contribution of 1.72 1.10 - - 3.84
3
the alumni in the locality
during the pandemic.
7. I am familiar with ND-Siena
College of Polomolok 1.5 Agree
because of the annual school 1
1.79 0.75 - - 4.05
to school campaign.
Weighted Mean 4.08 Agree
Legend:
Strongly Disagree =1.00-1.80
Disagree =1.81-2.60
Neutral =2.61-3.40
Agree =3.41-4.20
Strongly Agree =4.21-5.00

Table 1.2 shows the influence of advertisement on consumer buying

behavior of first year college students in terms of non-printed advertisement. It is

shown in the table that the statement number 6 is the lowest among 7 with a

mean score of 3.84. This means that the non-printed advertisement on the

contribution of the alumni in the locality during the pandemic is not enough to

convince them to enroll in NDSCP. While, the highest mean shows in the

statement number 1 with a mean score of 4.37, which means that they chose to
enroll in Notre Dame Siena College of Polomolok because of the school activities

implemented every year.

With an average mean score of 4.08 or described as agree on the

influence of advertisement on consumer buying behavior of first year college

student in terms of non-printed advertisement. This means that the school

administration is doing well in advertising and marketing the school through

various activities that is participated each year and with the help of social media

in promoting the school. According to David S. Evans (2012),  Non-printed

advertising is provided by a series of interlocking multisided platforms that

facilitate the matching of advertisers and consumers. These intermediaries

increasingly make use of detailed individual data, predictive methods, and

matching algorithms to create more efficient matches between consumers and

advertisers. 

Table 2.1
The Influence of Advertisement on Consumer Buying
Behavior of First Year College Students
Economic Determinant
Total Description
Statements 5 4 3 2 1
1. I am convinced to enroll in
ND-Siena College of
Polomolok because it offers 0.64 1.59 1.04 0.19 0.03 3.49 Agree
affordable tuition fee despite
the threat of pandemic.
2. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because of the 3.91 0.87 - - - 4.78 Agree
financial subsidy offered from
the national government.
3. I am convinced to enroll in 1.83 2.13 0.31 - - 4.26 Strongly
ND-Siena College of Agree
Polomolok because of its
 accessible location due to
community lockdown.
4. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because of the no 1.76 2.13 0.35 - - 4.24 Agree
registration fee scheme
offered due to pandemic.
5. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because it offers 2.37 1.95 0.12 - - 4.44 Agree
academic scholarships.
Strongly
Weighted Mean 4.24 Agree
Legend:
Strongly Disagree =1.00-1.80
Disagree =1.81-2.60
Neutral =2.61-3.40
Agree =3.41-4.20
Strongly Agree =4.21-5.00

Table 2.1 shows the influence of advertisement on consumer buying

behavior of first year college students in the terms of Economic Determinants. It

is shown in the table the three least statements and these are; statement number

1 with a mean score of 3.49, statement number 4 with a mean score of 4.24, and

statement number 3 with a mean score of 4.26 which indicate that some of the

students doesn’t see the NDSCP tuition fee affordable and accessible despite

the threat of the pandemic. While the statement number 2 has the highest mean

among 5 statements with a mean score of 4.78. this indicates that the financial

subsidy offered from the national government really helps the students choose to

enroll in NDSCP.

Base on the result, with an average mean score of 4.24, economic

determinants of the influence of Advertisement on consumer buying behavior of

first year college students. This means that the economic determinants helps the
students in choosing to enroll in NDSCP despite the threat of pandemic because

of the the government subsidy, affordability and accessibility of the school.

According to Lukluk Argita Munif (2013), Advertising provides economic value to

society in many ways. It enhances buyer decision making by providing

information and by supporting brand names. It provides an efficient means for

firms to communicate with their customers. Such a function is particularly

important in the introduction of new products.

Table 2.2
The Influence of Advertisement on Consumer Buying
Behavior of First Year College Students
Psychological Determinant
Total Description
Statements 5 4 3 2 1
1. I am convinced to enroll in
ND-Siena College of
Polomolok because it offers Strongly
quality tertiary education 3.40 0.97 0.19 0.03 - 4.59 Agree
despite the threat of
pandemic.
2. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because it 2.66 1.56 0.19 0.03 - 4.44 Agree
employs competent teaching
personnel.
3. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because it offers 2.40 1.85 0.13 0.03 - 4.41 Agree
in demand courses.
4. I am convinced to enroll in
ND-Siena College of Strongly
Polomolok because it 3.65 0.59 0.33 0.03 - 4.60 Agree
provides up-to-date school
facilities to the students.
5. I am convinced to enroll in
ND-Siena College of
Polomolok because it Strongly
provides conducive learning 3.97 0.77 - 0.03 - 4.77 Agree
environment despite the
threat of pandemic.
Strongly
Weighted Mean 4.56 Agree
Legend:
Strongly Disagree =1.00-1.80
Disagree =1.81-2.60
Neutral =2.61-3.40
Agree =3.41-4.20
Strongly Agree =4.21-5.00

Table 2.2 shows the influence of advertisement of consumer buying

behavior of first year college students in terms of Psychological determinants. It

is shown in the table that statement number 3 is the lowest among the 5 with a

mean score of 4.41. This means that the students sometimes don’t think that the

school offers in demand courses despite the threat of the pandemic.

Base on the result, with an average mean score of 4.56, and interpreted

as strongly agree, this means that the psychological perception of the students

that the school offers quality education, competent teaching personnel and up to

date school facilities helped them in choosing to enroll in NDSCP. According to a

study by Flynn (2016), Students had the option of evaluating each professor

concurrently during the course, or waiting until the course ended. Students were

allowed to change their minds before the evaluations were finalized at the end of

the course.

Table 2.3
The Influence of Advertisement on Consumer Buying
Behavior of First Year College Students
Sociological Determinant
Total Description
Statements 5 4 3 2 1
1. I am convinced to enroll in
ND-Siena College of 0.0 Agree
Polomolok because it offers 1.06 1.95 0.85
4
- 3.89
quality Catholic education.
2. I am convinced to enroll in 0.99 1.51 1.06 0.0 0.04 3.66 Agree
 ND-Siena College of
Polomolok because of the 5
influence of my parents.
3. I am convinced to enroll in
ND-Siena College of 0.0 Agree
Polomolok because of the 0.61 1.72 1.13
4
0.05 3.55
influence of my relatives.
4. I am convinced to enroll in
ND-Siena College of 0.2 Agree
Polomolok because of the 1.44 1.05 0.83
2
0.06 3.60
influence of my peers.
5. I am convinced to enroll in
ND-Siena College of 0.3 Agree
Polomolok because of the 0.61 0.92 1.19
3
0..08 3.14
influence of the alumni.
3.5
Weighted Mean Agree
7
Legend:
Strongly Disagree =1.00-1.80
Disagree =1.81-2.60
Neutral =2.61-3.40
Agree =3.41-4.20
Strongly Agree =4.21-5.00

Table 2.3 shows the level of influence of advertisement on consumer

buying behavior of first year college students in terms of sociological

determinants. It is shown in the table that the statement number 5 is the lowest

among the 5 with the mean score of 3.14. This means that the students are not

influenced by the alumni in choosing to enroll in NDSCP. While, the highest

means shows that statement number 1 with a mean score of 3.89, which means

the students chose to enroll in NDSCP because it offers quality catholic

education.

Base on the result, with an average mean score of 3.57, and interpreted

as agree means that majority of the students chose to enroll in NDSCP because

it offers quality catholic education and because of the influence of family and
friends who is studying in NDSCP. According to Hornik and Jacob (2010),

Groups that influence the choice of consumers are typically sorted into

workgroups, shopping groups, friendship groups, and families.

Table 3

Relationship between the Influence of Advertisement on Consumer Buying

Behavior of First Year College Students

Variables Computed Tabular Decision Interpretation

Value Value
Influence of
Advertisemen
t High Positive
-0.73 0.70-0.90 Reject
Consumer correlation
Buying
Behavior
Legend:
(-+)0.90 – 1.00 = Very high positive correlation
(-+)0.70 – 0.90 = High positive correlation
(-+)0.50 – 0.70 = Moderate positive correlation
(-+)0.30 – 0.50 = Low positive correlation
(-+)0.00 – 0.30 = Negligible correlation

Table 3 shows that the computed value of (-+ 0.78) was interpret as high

positive correlation. Therefore, reject HO which means that there is significant

relationship between the influence of advertisement towards consumer buying

behavior.