teleserye .final (repaired)1

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Teleseryes are a healthy remedy in a way because it diverts the attention

of the locals, as of each day, heavy political issues suppressed each concerned

citizen. Unhealthy because most of which are not educational, no specific

relevance in solving cases concerning the masses and sometimes promotes

political biases that often misleads the illiterate.

Filipinos has been an avid fan of teleserye, it has been a part of their daily

lives and it also affects even our culture. A day, for Filipinos, is not complete

without watching teleserye.

The main purpose of this research is to scrutinize the effects of network’s

teleserye in the buying behavior of marketing students in the College of Business

of the Polytechnic University of the Philippines.

As a marketing management students, this topic interests marketing

students a lot due to the fact that all of them will gain a lot of ideas towards

consumer’s behavior depending upon the product endorser’s appearance in a

certain teleserye, and, on how and why it can affect their product purchasing

decisions.

Background of the study

Teleseryes share some characteristics and have similar roots with classic

soap operas and telenovelas, yet the teleserye has evolved into a genre with its

own unique characteristics, often working as a reflection of the social realism of

the Filipinos. Teleseryes are aired in prime-time five days a week, and often

replays during weekends. They attract a broad audience which crosses age and

gender lines, and they command the highest advertising rates in Philippine

television. Teleseryes were shown for three months to a year depending on its

rating.

Soap operas in the Philippines originated when Gulong ng Palad was first

heard on the radio in 1949. The genre then expanded into television in the early

1960s. The first Philippine TV soap opera was Hiwaga sa Bahay na Bato in

1963, and was produced by ABS-CBN. Liwanag ng Pag-ibig, Prinsipe Amante,

and many others soon followed. The Radio Serial was also the longest running

spanned serial that spanned for decades by the co writer and revival writer Loida

Virina in the Mid-70's the story also was made into a soap starring Marianne Dela

Riva as Luisa and Ronald Corveau as Carding in the decade where rising soaps

began it also made stars out of the young Romnick Sarmenta and also Beth

Bautista who was also a model and famous actress in the 80's the soap also

starred veteran actress and character actress Caridad Sanchez whose decades

in showbiz spanned for more than 6 decades through present. In the early 80's

RPN-9 produced Flordeluna starring award winning actress Janice de Belen the

cast also included the late Drama King Dindo Fernando award winning actress

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and Director Laurice Guillen In the early 80's GMA Network also produced the

timeless hit tale Anna Liza (TV series) starring late child actress and FAMAS

awardee Julie Vega the series spanned for 6 years but due to Julie Vega's death

the series had an unfinished storyline and a two hour special the series was

controversial due to its big support of viewers to the late young actress fellow

actress and fellow TV Rival Janice De Belen also did there film FlorDeliza a

cross over between Flordeluna and Annaliza in film. In the early 2000's in

2006 Gulong ng Palad ran from January 2006-May 2006 the cast starred Kristine

Hermosa as Luisa TJ Trinidad as Carding and Cherie Gil as Philiomena

"Menang" Medel the corrupt town mayor and also the main antagonist of the

series the role of Mimi was given to Andrea del Rosario and Rio Locsin as

Caridad "Idad" Santos the series also was famous to International Viewers as

well through TFC. In February 2007-June 3,2007 the remake of Maria

Flordeluna starred young actress Eliza Pineda as the titular character the series

added the name "Maria" the cast also starred Albert Martinez as Leo Alicante

and Eula Valdez as Mary Jo Esperitu and John Estrada as Gary Alvarado the

cast also starred Veteran Actors and Actress' Liza Lorena and The late

Actor Johnny Delgado and Roldan Aquino and Comedianne Minnie Aguilar the

series ran for 93 Episodes and won the PMPC STAR AWARDS Best Television

Series in 2008. In 2009 the series remake of AnnaLiza also was shelved and was

about to star Maja Salvador and Jason Abalos.

In the 90's Television Dramas boosted many careers of many but long

running dramas where the ones that stood out to its popularity In 1992-1997 the

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intense rivalry of The ABS-CBN drama Mara Clara made fame to Judy Ann

Santos as the protagonist Mara and 90's Villain Gladys Reyes as the evil Clara

the series was one of the most longest running soaps of the 90's despite many

time changes and also moving to the Primetime Slot at 7pm and also spanned a

successful movie and also spanned another much loved soap which ran from

1997-1999 Esperanza (TV series) and also made a film which also made Judy

Ann Santos a Primetime Queen. In the 90's the Telenovela Valiente ran for 7

years as well but 3 years on ABS-CBN and 4 years on GMA-7 in the Afternoon

Block in mid-1997 Mula Sa Puso made fame to the Second Primetime

Queen Claudine Barretto where she played the heiress Via in the 3 year long

running soap which also gained her fame with her leading men Rico

Yan and Diether Ocampo and Villain Princess Punzalan as Selina the most

influencial character of the series in 2000-2002 the series Pangako Sa'yo took

GLORY in broadcasting in many networks across Asia and globally as the soap

opera reached out to a broader audience starring Jericho Rosales and Kristine

Hermosa and a ensemble cast.

As they say, stories would be boring and dry without the presence of an

antagonist or a villain. Villains make the whole story more interesting. Making the

life of a protagonist or the main character miserable is the main purpose of the

villain. Those sophisticated and wealthy people are usually portraying the

antagonist in a teleserye. Although there are some teleseryes whose villains are

commoners, but most often, the character of the antagonist is given life by the

rich and powerful. Because of this, a lot of people, especially those who belong

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to the middle and lower class, are given the impression that wealthy members of

the society are wicked and mean. For them, that term “wealthy and powerful” is

synonymous to the term “greedy and cruel”. Although it is not the intention of a

teleserye to give a wrong notion about the rich people, it is unconsciously

implied.

In effect for the poor, the usual storyline of a teleserye often revolves

around the life of a character that possesses a weak personality. The protagonist

comes, most often than not, from a poor family. There are teleseryes that has a

protagonist that belongs to a wealthy family though, but the most common setting

is where a poor main character exists and which happens also to be almost the

real setting in our society – poor people are being oppressed, deceived, and

maltreated. Due to this, people developed a concept that the poor are always the

aggrieved party in any society. If being wealthy becomes synonymous to wicked,

poor has also been synonymous to the word “oppressed”.

For the kids “May Bukas Pa”, “Ang Munting Heredera”, “Mga Anghel na

Walang Langit” – These are teleseryes that has kids sas main characters. It’s

ironic how these types of teleserye gain positive responses from the viewing

public, yet these are the ones that are produced once in a blue moon. Teleseryes

like these are good for the kids for it shows less violence and contains explicit

scenes. It also aids in shaping the values and morale of the youngsters for it

often shows children with good conducts. Although some depicts kids having bad

attitudes but in the end, those bad kids are turned into good ones, thus,

influencing children in a good way.

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

watch adult-themed teleseryes which requires an immense sense of

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

contains more violence and more sensual scenes which are too deep for the

fathom. Furthermore, adult-themed teleseryes are not good for young audiences

because act what they see which is one factor why a lot of youngsters commit

crimes at an early age.

Another form of teleserye is the teen-oriented ones which is now gaining

popularity. This type of teleserye portrays teens with their most common

characters – easy-going and curious. Even though, most of the teen-oriented

teleseryes carry a positive theme, young adults view it as contradictory to what is

really happening to the real world.

Teen-oriented and adult-themed teleseryes sometimes contradict each other.

The first one conforms to what should and how should teens act while the latter

exposes almost the real milieu. In turn, since the young minds of teens has the

natural setting of whatever the adults do are good, young adults imitate them.

Because of this, there is an alarming increase of teen-related issues such as pre-

marital sex and pregnancy that leads to abortion, juvenile delinquencies, drug

addictions, and prostitutions. Though some of these morbid scenarios are due to

some factors such as peer pressure and family problems, we could not deny the

fact that shows on the television, such as teleseryes, are one of the contributing

elements.

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Since the beginning of teleserye, its most common storyline is about adults in

love or adults competing to achieve something. This type is considered to be the

most influential among the other forms of teleserye for it discloses a realistic

scenario of what is really happening in the society. The main target of this

teleserye are the adults since they are responsible for educating and shaping the

values of the younger members of the community.

Some teleseryes tackle societal issues such as politics, crimes, and

rebellions. These forms of teleseryes aim to make the viewing public be aware,

especially the parents, the flaws of the society and the possible effects that are

carried of it if not given much attention. Also, these teleseryes affect the

judgments and views of adults for the modern teleseryes are produced not just to

entertain but to influence as well.

The adults’ views and judgments are not only the ones that are being

influenced by teleseryes. Reactions to certain issues, how they interact to other

people, and the relationship towards their family such as imposing discipline to

their children are also affected.

In general, a teleserye is not just a source of entertainment. It is also a

cradle of both positive and negative ideas that influence a person’s beliefs,

views, physical and mental activities, and disposition, regardless of his age,

gender, cultural affiliation, religion, and social status. Although some people think

about teleserye as an exaggeration of the real life and are very sensational, there

are also those people who view it as the reflection of the actual existence of an

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individual. Moreover, teleserye does not only show things as seen in the society.

It also tries to unveil all the possible scenarios that may happen in the near

future. It is not only a mirror but a window as well. It displays everything that

people failed to see and never saw it coming.

Today, though not so obvious, teleserye is not just a mere product of

someone’s imagination that is being brought to life by a band of actors and

actresses, but it is a dictator in its own form. Funny as it seems, but yes, it is very

amazing to know how this “mere imagination” can find its way to become real

and invade one’s personal disposition leaving a person very vulnerable. Also in

terms of buying a product.

Theoretical Framework

The theoretical framework includes five parts. The first part focuses on the

idea that television plays a central role in viewers’ perceptions of the world by

affecting attitudes, beliefs, and way of thinking explained by the Cultivation

Theory of George Gerbner. The second part presents why most women

preferred watching teleseryes more than men and how it affects their buying

behavior. The third part is about the teen-oriented teleserye which is now gaining

its popularity. The fourth part shows how a particular network influences the

consumers. The fifth one relates to the idea why consumers buy or do not buy a

particular product.

There are numerous communication theories, but Gerbner’s cultivation

theory is especially the most applicable theory in this research study. The

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

watches each day. Even though the immediate consequences of watching

television are small, they accumulate and have a significant impact on the viewer

and our culture as a whole. The images depicted on television can have an

immense impression or the aspects that make up a society. People watch

teleserye because they see something that connects to their reality, then it is

likely that they will receive what Gerbner calls a “double dose” of the message

and will eventually experience intensified cultivating effects. The more television

one watches, the more likely his or her attitude is created by the images on the

television, especially if the images are relevant.

Figure 1

Conceptual Model of the Cultivation Theory

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TV viewingIncidental

information Social reality

(Learning) (Construction)

Inference skills, social structures, other experiences

Capacity, focusing strategies, attention, involvement

A highly prevalent problem in our society today is the misconstrued

perception many women and adolescent girls have about their bodies. As

Gerbner states, “television is the central and most persuasive mass medium in

American culture,” so there is no doubt that girls and women in perfection are

defined by emaciated figures, it is only natural that heavy-viewing females begin

to have their attitudes shaped by this ideal. They begin to be affected by the

reality constructed on the television more than the reality of the world around

them. It was observed that girls preferred watching television for long hours as

compared to boys. Less than half (47.7 percent) of the boys were found watching

television for up to two hours while near about half (49.5 percent) of the girls

watched television for more than two hours. One of the reasons observed during

data-collection was that boys generally had some outdoor activity in the evening

to keep themselves busy.

One form of teleserye is the teen-oriented ones which is now gaining

popularity. This type of teleserye portrays teens with their most common

characters- easy going and curious. Even though, most of the teen-oriented

teleseryes carry a positive theme, young adults view it as contradictory to what is

really happening to the real world. Teenagers consume more and more each

year. It is forecasted that their consumption is going to grow for more years to

come. Teenagers buy various items ranging from CD and apparel to computers

and television. They get money from their parents and some of them possess a

credit card of their own. Shops are trying to adapt to this change. Some of them

have launched prepaid cards, so that the teenagers can buy clothes or any other

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item without the need of going with parents. (Mangleberg et al., 2004; Piacentini

and Mailer, 2004)

ABS-CBN is a major Filipino commercial television network owned and

operated by the Filipino media conglomerate ABS-CBN Corporation, a publicly

traded company. It is the country's leading television network with advertising

revenues amounted to 17.5 billion pesos for the fiscal year 2011. It was launched

on 23 October 1953 and is among the first commercial television networks

in Asia. Its headquarters is in Quezon City with regional offices and news

bureaus in over 25 provincial areas throughout the country. They are much

closer to the masses and they tend to each them despite the fact that Philippines

inhabiting an archipelago of more than 7,000 islands, Filipinos are a multi-

cultural, multi-linguistic, geographically scattered nation. This hampers the

media’s role in helping build cultural unity.

ABS-CBN keeps its stronghold on primetime television, the most important

part of the day for both viewers and advertisers, based on data from the global

industry-trusted multinational audience research group Kantar Media. Kantar

Media, which has national panel size of 1,370 homes and 7,535 individuals that

are statistically representative of total Philippine TV population, reported that

overall, ABS-CBN enjoyed the highest audience share in total day among all TV

networks with 35.1 percent of Philippine households watching its shows. ABS-

CBN hit an average audience share of 42.1 percent nationwide last month,

excluding the Holy Week, on primetime from 6 p.m. to 12 mn. When most

Filipinos spend time watching TV and advertisers put their investments to reach

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http://en.wikipedia.org/wiki/Quezon_City

http://en.wikipedia.org/wiki/Asia

http://en.wikipedia.org/wiki/Fiscal_year

http://en.wikipedia.org/wiki/ABS-CBN_Corporation

http://en.wikipedia.org/wiki/Television_network

http://en.wikipedia.org/wiki/Commercial_television

http://en.wikipedia.org/wiki/Television_in_the_Philippines

more consumers efficiently, higher by 12.7-points than its rival network GMA's

29.4 percent. In Metro Manila, ABS-CBN's average audience share for primetime

reached 35.4 percent, beating GMA's 32.6 percent.

It is a prime importance to discover some attributes or sources of

consumer motivator. First, there are the product attributes that consumers

perceive to be basic minimum requirements which function essentially as a

dissatisfier, which means that when these attributes are absent or deficient in the

product, they are dissatisfied and not motivated. And if these attributes are

present, they are just taken for granted for they provide no satisfaction and are

weak to use as motivator. Second, there are product attributes which are present

and seen by consumers more than the basic minimum requirements. These

attributes serve as a satisfier and become a source of motivation for the

consumer. And lastly, there are product attributes that lie between the

“dissatisfier” and the “satisfier”. These are like runners-up in a beauty contest,

whose appeal come from accentuating the attraction of the winner. These are

referred to as “residual attributes”. (Arante and Gomez, p. 60).

No human beings are able to survive properly without education. By the

means of education only one’s potential can be used to maximum extent.

Education tells men how to think, how to work properly, how to make decision.

Through education only one can make separate identity. It is most important in

life like our basic need foods, clothes and shelter. With the beginning we learnt

how to interact with others, how to make friends because of education only.

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That’s why majority of the Marketing students here at the Polytechnic University

of the Philippines focuses more on their studies.

The sophomore year is a time of decisions, opportunities, and change. It’s

the year students’ move into ever more challenging courses. It is the year Major,

Minor and General Education Concentrations is declared. Such media can

facilitate learning by enhancing students’ engagement, identity and enjoyment of

a given course, independent of the content to be learned. The implication is that

increasing student interest and engagement through social media will also

facilitate knowledge transfer (Yaros, 2009b).

According to Pride and Ferrel, “A consumer uses rationized response

behavior when buying frequently purchased, low-cost items requiring very little

search and decision effort. When buying such items, a consumer may prefer a

particular brand but is familiar with several brands in the product class and views

more than one as being acceptable. Typically, low-involvement products are

bought through routinized response behavior, that is, automatically.”

According to Peter Hayward, “Promotion is the most recognized aspect of

marketing. It is all about communication with existing and potential customers so

that they react by buying the product. It is highly unlikely anyone will buy a

product if they have never heard of it. Promotional activities can be put into

action once the product, place and price have been determined.”

Essentially, one concentrates on a specific type of shopping and

choosing behavior: shopping for day-to-day items from supermarket shelves

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(Braeutigam et.al. 2004). Although specific, this type of human activity can serve

as a model of a wider class of choice and decision making processes. Being

reachable, i.e. accessible to most people in industrialized societies, supermarket

shopping relates to a considerable spectrum of choice situations ranging from

mechanisms to satisfy basic needs to incentives for behavior over and above

what is needed for homeostasis (F.J. Chen 2004). According to John

O’Shaughnessy, “Where the product is purchased, since location and outlet

make a difference in willingness to pay a premium price in a low class outlet is

regarded as “getting stung”: and the sense of its being fair price.”

Churchill and Moschis (1979) reported that television appeared to be an

important agent in adolescent consumer socialization, teaching young people

expressive elements of consumption. Television also appeared indirectly to affect

the acquisition of consumer-related properties by stimulating interactions about

consumption with parents and decreasing it with peers.

Cognitive brand consciousness (CBC), i.e. the belief that generally well-

known brands regularly offer a higher expectancy value of quality than those

which are not extensively advertised or widely known, is often considered to be a

one-dimensional construct, both in theory and in practice. Also, it is often

investigated with regard to just a single product area. By applying structural

equation models to 2 student samples, and a finite mixture of structural equation

models to one broad consumer sample, this paper represents a differentiated

view of the construct of “brand consciousness”. The data confirm the assumption

that only the minority of consumers have a general, i.e. one-dimensional CBC,

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whereas the majority thinks in a more situational way. (Andreas Strebinger and

Thomas Otter) According to Behling and Wileh, “Overall, the most important

findings were that subjects who were familiar with all the labels perceived a

difference in quality, while subjects who were unfamiliar with the labels

accurately perceived no difference.”

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Conceptual Framework

This study uses the system approach input, process, output model.

Figure 2

Research Paradigm

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Input

Profile of Respondents

sexageyear leveltype of studenttv station/ channel being watched

Assessment of the effects of networks’ teleserye to the Buying Behavior of Marketing Major Students of the Polytechnic University of the Philippines.

types of products bought or purchasedfrequency of buying the productstores where the products are regularly boughtnumber of pieces of product purchased

Problems Encountered by the Respondents Relative to the Effects of Networks’ Teleserye to their Buying Behavior

unavailability of the product in the storeforced to buy the product even if it is expensivetendency to become brand consciousbuying products not suited to one’s needbuying products irrationally

Process

Identification of the profile of the respondents

Assessment of the effects of networks’ teleserye to the Buyingb Behavior of Marketing Major Students of the Polytechnic University of the Philippines.

Output

Profile of the respondents identified.

Effects of networks Teleserye to the buying behavior of marketing major students of Polytechnic University of the Philippines assessed

Problems identified

Solution and recommendation to the problem

Feedback

The input of the research paradigm indicates the profile of the respondents

in terms of the following aspects such as sex, age, year level, type of student,

and the TV station/channel being watched. Next, the aspects of the effects of

network’s teleserye to the buying behavior of the marketing major students of the

Polytechnic University of the Philippines which includes the types of products

bought or purchased, frequency of buying the product, stores where the products

are regularly bought, and the number of pieces of products purchased. And

finally, the problems encountered by the problems by the respondents relative to

the effects of network’s teleserye in their buying behavior which consist of the

unavailability of the product in the store, forced to buy the product even if it is

expensive, tendency to become brand conscious, buying products not suited to

one’s need and buying products irrationally.

The process of the research paradigm shows the identification on the profile

of the respondents and the assessment on the effects of network’s teleserye to

the buying behavior of the marketing major students of the Polytechnic University

of the Philippines.

The output of the research paradigm includes the profile of the respondents

identified, effects of network’s teleserye to the buying behavior of the marketing

major students of the Polytechnic University of the Philippines assessed,

problems identified, and solutions and recommendations to the problem.

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Statement of the Problem

The purpose of the study is to find out the effects of Networks’ teleserye of

the buying behavior of marketing students in the College of Business of the

Polytechnic University of the Philippines.

Specifically, it wants to answer the following sub-problems.

1. What is the profile of the respondents in terms of the following aspects:

1.1 sex

1.2 age

1.3 year level

1.4 type of student

1.5 TV station/channel being watched/ watched

2. How did the respondents assess the effects of Networks’ teleserye in terms of

the following aspects:

2.1 types of product bought or purchased

2.2 frequency of buying the product

2.3 stores where products are regularly bought

2.4 numbers of pieces of product purchased

3. Is there a difference in the assessment of the respondents on the effects of

Networks’ teleserye to the buying behavior of marketing students of the

Polytechnic University of the Philippines when they are grouped according to

their profile?

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

Polytechnic University of the Philippines in terms of Networks’ teleserye that

influences their buying behavior?

4.1 unavailability of the product in the store

4.2 forced to buy the product even if it is expensive

4.3 tendency to become brand conscious

4.4 buying products not suited to one’s need

4.5 buying products irrationally

Hypothesis

There is no difference in the assessment of the respondents in the effects

of networks’ teleserye to the buying behavior of the marketing major students in

the College of Business of the Polytechnic University of the Philippines.

Scope and Limitations of the Study

The scope of this study is the marketing students of the Polytechnic

University of the Philippines of all year levels. The limitations of this study are

only those students who must have watched or still watching a teleserye. Only

those undergraduate marketing majors are allowed to participate in this study.

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Significance of the Study

The researchers believes that students, particularly Marketing Majors of

the Polytechnic University of the Philippines, will be benefited from the findings of

the study since it provides basis for the awareness and better understanding on

how Network’s teleserye affects their buying behavior. Likewise it gives them a

more focused and clear perspective on how the specific behaviors related to their

buying behavior influenced by Network’s teleserye. Consequently, this

awareness also gives a much deeper understanding of themselves as students

considering the effects of Network’s teleserye.

Students will be given information on how Network’s teleserye affects

their buying behavior. The result of the study will make them aware of the

common effects of Network’s teleserye.

Television Station will also be a help in understanding the effects of their

teleserye in terms of the buying behavior of their audiences.

Future Researchers this study will serve as a reference material to help

the academe; particularly the MBA students and all other future researchers who

will be working on the same topic. The information gathered in this study will be

used for the advancement of their work

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Definition of Terms

In order to have a common understanding in this study the following terms

are defined operationally:

Assessment. The action or an instance of assessing.

Buying behavior. It refers to the consumer’s awareness.

Channel. A means of communication or expression.

Consumer. It refers to a natural person who is a purchaser, lessee,

Recipient, prospective purchaser, recipient of a consumer

product, service or credit.

Effect. Power to bring about a result, an influence.

Frequency of buying the product. The fact or condition of occurring

frequently.

Knowledge. The fact or condition of knowing something with familiarity

gained through experience or association.

Network. A group of radio or television stations linked by wire or radio

relay.

Respondents. One who answers in various legal proceedings.

Unavailability of the product. Condition wherein the product is not

available in the market.

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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter discusses the related literature and studies, both foreign and

local which the researcher reviewed.

Foreign Literature

An excerpt from the book of “Making Sense of Television: 2nd Edition”

Television has made enormous changes in people’s everyday lives over the last

few decades. Developments in new technologies and increase leisure time

ensure that the mass media will continue to structure and influence people’s

experiences and understanding of their social world (Livingstone, 1998).She also

stated that all day, every day, People create and recreate meanings in their

everyday lives. Whether they are working, talking to their children, watching

television, or playing a record, people routinely and apparently unproblematically

make sense of their circumstances. Yet as we think through this activity of

making sense, we see that it is far from unproblematic. Just as everyday

interaction, watching television has often been seen as given and obvious: the

viewer is seen as passively receptive and mindless (Livingstone, 1998).

Livingstone focuses on the soap operas because of being explicit as case study

for investigating audience’s sense making process. It is extremely popular genre

because it is definitely makes all the most obvious ways in which the viewers

must hold the text in their memories, integrating upon episodes. Its multiple

central characters provide no ready identification for viewers to follow but invite

differential responses, perspective and positioning.

According to the book ”Women and Soap Opera: A Cultural Feminist

Perspective” The gender context perspective consists of three interrelated

components, or questions that together allow us to determine whether or not

women’s soap opera viewing is feminist. These concern the interplay between

women viewers and gender text, between feminist scholars and gender text, and

the gendered social context of viewing, respectively. Consequently, soap operas

have been criticized for their negative effect on the listener or the viewer. The

use of “effects” to undermine women’s love of soap opera was in practice by the

time Paul Lazarsfeld and frank Stanton published Radio Research: 1942-1943,

which includes the earliest studies on soap opera viewing. Robert Allen (1985)

has described in detail the unfolding cultural debate over the soap operas merits

which took place in 1940s. Soon a scholarly paper appeared which concluded

that (female) soap opera listener exhibited “stereotyped thinking” had les

“imagination and personal resources” and saw the world “in terms of men and

women having a trouble in maintaining stable relationship (Blumenthal 1971:36-

37).

A different article from Jon Lafayette states that “Study Shows TV’s Impact

on Consumer Purchasing Behavior”, a new study by the Television Bureau of

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Advertising offers insights into how advertising affects consumers as they make

their way toward purchase decisions. The report, called “How Media Works:

Advertising and the Purchase Funnel,” was conducted by Yankelovich for the

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

advertising. At a time when economic conditions make it more important than

ever to maximize their advertising expenditures to get consumers to purchase

their goods, the study examines the role of television advertising in driving

consumer actions throughout the purchase decision process; how television

interacts with other media platforms and how purchase decisions are made as a

result of interactions with media. The study looks at the “Purchase Funnel,” a

continuum that tracks a consumer from when he first becomes aware of a

product through his actual purchase. The purchase funnel has been widely

accepted as an important way of looking at how consumers move toward a

purchase decision, but up to now very little research existed to determine the

impact of advertising,” said Susan Cuccinello, senior VP for research at the TVB.

“This study breaks new ground and the advertising community has already

expressed great interest in seeing our results”. Through the entire process,

television makes a major contribution, beginning with awareness, where it makes

its greatest impact.

Local Literature

Communication today must reach the individual; mass communication

losses its effectiveness at a higher level of uniformity. Distribution and

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differentiation or individualization is crucial to the effectiveness of communication.

Information, the access to it, has to be democratized; only that which is free,

whether institutions or people can be mobilized and directed towards commonly

accepted goals. As Albert Camus once said: “A free press may be good or bad

but a press without freedom can only be bad”.

An individual buying behaviour is influenced by motivation, perception,

learning, beliefs and attitude. These factors affect consumer at a psychological

level and determine her overall buying behaviour. Maslow’s hierarchy, Herzberg

Theory and Freud Theory try and explain people different motivational level in

undertaking a buying decision. Perception is what consumer understands about

a product through their senses. Marketers have to pay attention to consumer’s

perception about a brand rather than true offering of the product. Learning comes

from experience; consumer may respond to stimuli and purchase a product. A

favorable purchase will generate positive experience resulting in pleasant

learning. Belief is the pre-conceived notion a consumer has towards a brand. It is

kind of influence a brand exerts on consumer. For example, there is a strong

belief product coming through German engineering are quality products.

Companies may take advantage of this belief and route their production through

Germany.

The new study, however, found that consumers actually find such

advertisements more memorable. Linking products to group affiliations leads

people to recall the products when they think about those groups. “Pragmatically,

this suggests that advertisers should consider how consumers are likely to think

25

about themselves when they are choosing products,” said Mercurio and

Forehand.

Foreign Studies

Even in the early days of empirical mass communication research there

was a concern with the motives that led people to the media and the

gratifications that audiences derived from the experience. Interest in audience

analysis shifted toward television when that medium took the prime time

audience and radio adopted a news and music format.

Telenovelas -- literally television novels -- have some things in common

with their American cousins, the daytime soap operas. Telenovelas have their

roots in Latin America, starting as graphic novel representations of classic

literature and stories, later evolving into radio programs. When soap companies

started radio dramas to sell cleaning products to housewives in the 1930s, they

established programs in Cuba as well. But when American companies could no

longer sponsor programs in Cuba, there was a Diaspora of talented Cuban

actors, writers and producers that scattered through Latin America and began

melding the American product with Latin American storytelling. But unlike U.S.

soap operas, which ran for decades, telenovelas have a contained story arc,

ending after a few seasons. This makes them highly marketable and exportable,

says Diana Rios, associate professor of communication sciences at University of

Connecticut. They air every day, making them highly profitable to advertisers.

Some are aired only in the country they are produced, but others such as "Yo

26

Soy Betty, La Fea" ("Ugly Betty") are redone and adapted for dozens of other

countries.

There are some common running themes in telenovelas -- love lost,

mothers and daughters fighting, long-lost relatives, love found. Telenovela

audiences, however, like their stories with all the loose ends wrapped up and a

happy ending a big wedding finale is common."Things have to be cleaned up so

the audience has satisfaction. They won't worry about Maria -- did she find true

love, her true mother or her true father," Rios said. But for those few seasons,

these telenovelas have the attention of millions of viewers, said Dr. Michael

Rodriguez, a UCLA primary care physician who works with the Latino

community, making them a good vehicle for educational messages. And unlike

U.S. soaps, which are marketed to women, telenovelas are family

programs."More than half of Latinos are watching them," Rodriguez said, "I

remember myself watching them with my mother. In fact, I still do watch them

when my mom is visiting."They are a cultural touchstone, especially for Spanish

speakers across the globe. Popular story arcs like long-lost family members

resonate with Latinos whose families may have emigrated. Religious references

will appear in several of these series, another touchstone to the predominantly

Catholic Latino population. For Latinos, watching telenovelas is often a way to

keep in touch with their friends and family, especially those who have

emigrated."It's a conversation piece," said Rios, "Latinos in the U.S. can talk

about shows with people back in Latin America. ... I've had conversations with

friends and they'll say, 'Oh, look at that. One of my relatives had something like

27

that happen to her.'"Jesus Fuentes, the executive producer of "Encrucijada: Sin

Salud No Hay Nada" ("Crossroads: Without Health There is Nothing"), said that

viewers find themselves in these characters."You see the characters and you

say, 'I'm that one, but I could be that one, and I wish I could be that one,'" he

said, "It's like a house of mirrors."

While long-running soap operas such as “Guiding Light” and “One Life to

Live” in the United States are being canceled, telenovela viewership in the United

States is booming with 5.6 million people tuning in across the country versus 2.9

million soap opera viewers, according to Nielsen data. And in the coming

decades analyzing and studying the impact of telenovelas will be even more

relevant as the United States' Latino population continues to grow, said Rios.

"Telenovelas are here to stay, and there's just going to be more of them," she

said. "But they do have an impact and they are important to the Latino

community."

A study from the University of Technology Sydney states that the

“Entertainment content such as TV soap operas and movies are highly desirable

media for placing products and brands because the characters naturally receive

direct attention from viewers, and because the characters often become

celebrities in their own right. In particular, product placement and celebrity

endorsement are popular means of promoting fashion products. Although the

relationship between viewers and the medium itself (e.g., soap operas and

movies) has been identified as a determinant of the effectiveness of these

28

marketing practices, consumer perceptions of their social networks’ attitudes and

behavior toward the medium have not been directly linked to such effectiveness.

Consumers’ social networks are especially important because most people are

moderately connected to others and willing to share marketing information with

others (Smith et al. 2007). Given that the entertainment industry naturally

provides popular topics for discussion in social networks, we expect marketing

actions in this domain to generate social interactive effects that significantly

increase the effectiveness of firms’ efforts beyond their direct effects on

consumers. We propose that social interactions driven by product placement and

celebrity endorsement take the form of social network connectedness, which we

define as consumers’ perceptions of how others are affected by marketing

communications from a particular source (in this case a medium)”.

Local Studies

Philippine drama can be classified into different forms and genres,

with the most popular being the teleserye and teledrama. The

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

rooted from two words: "tele", which is short for "television," and "serye", a

Tagalog term for "series" and "drama" for drama. Teleserye is now used as the

generic term for most Filipino soap operas on television, although the term

officially came into existence in 2000 when Philippine network ABS-CBN aired its

first official form of teleserye, Pangako Sa 'Yo. Prior to this, Filipino soap operas

were called either "telenovelas" (and some are still referred to as such) and

29

http://en.wikipedia.org/wiki/Telenovela

http://en.wikipedia.org/wiki/Pangako_Sa_'Yo

http://en.wikipedia.org/wiki/ABS-CBN

http://en.wikipedia.org/wiki/Soap_opera

http://en.wikipedia.org/wiki/Tagalog_language

"soap operas". But as of 2001, GMA Network officially uses teledrama as their

form of Philippine TV Series that is drama related.

Matt Tacao, a blogger from blogspot.com, said “One of the forms of

Philippine Drama is known to be teleserye. People from all walks of life are now

being hooked to it – rich, poor, kids, teens and adults. It is now considered as

one of the major sources of entertainment for the whole family. Because of its

increasing popularity, it has now the ability to influence people’s beliefs and

judgments. In terms of this, it can now be in line along with academic institutions,

churches, and social networking sites such as Facebook. By this time, teleserye

has already made huge impact on the lives of the general public. One form of

teleserye is the teen-oriented ones which is now gaining popularity. This type of

teleserye portrays teens with their most common characters – easy-going and

curious. Even though, most of the teen-oriented teleseryes carry a positive

theme, young adults view it as contradictory to what is really happening to the

real world.

Teen-oriented and adult-themed teleseryes sometimes contradict each other.

The first one conforms to what should and how should teens act while the latter

exposes almost the real milieu. In turn, since the young minds of teens has the

natural setting of whatever the adults do are good, young adults imitate them.

Because of this, there is an alarming increase of teen-related issues such as pre-

marital sex and pregnancy that leads to abortion, juvenile delinquencies, drug

addictions, and prostitutions. Though some of these morbid scenarios are due to

some factors such as peer pressure and family problems, we could not deny the

30

http://en.wikipedia.org/wiki/GMA_Network

fact that shows on the television, such as teleseryes, are one of the contributing

elements.

An article from “Articlebase.com” states that “Today 'Celebrity

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

the brand building process or whether it is just another lazy tool to make the

brand more visible in the minds of the consumers. Although it has been observed

that the presence of a well-known personality helps in solving the problem of

over-communication that is becoming more prominent these days, there are few

undesirable impacts of this practice on the brand.” The theories like 'Source

Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory'

provide a basis on which the methodology of celebrity endorsement works and

also explains how the process of the celebrity endorsement influences the minds

of the consumers. Firms invest huge amounts as advertising expenditure for

hiring the right celebrity. However there lies uncertainty with respect to the

returns that the company might be able to garner for the brand. The issue of

matching the values of the celebrity with the brand values is also very important,

i.e. getting the right celebrity to endorse the right brand. Consumers perceive the

brand as having superior quality because it has been endorsed by a credible

source. This makes endorsement as one of the indictors of quality for any brand.

Corporate credibility along with endorser credibility plays a significant role in the

attitude of the consumer towards the brand and the advertisement respectively.

On the other hand, the over popularity of the celebrity sometimes overshadows

the brand. If the celebrity is involved in multiple endorsements, it tends to create

31

confusion among consumers and hence negatively affects the perception of the

advertisement and the brand. Hence, to say clearly whether the practice of

celebrity endorsement impacts positively or negatively to the brand still remains a

debate.

According to Ventura, C. (2010) this study found out that Filipino

teenagers purchase, consume, and patronize products endorsed in television

commercials that featured local celebrity love teams, but they do not buy these

on a regular basis. The respondents prefer commercials that feature local

celebrity love teams. Moreover, the respondents consider the love team

endorsers as huge factor in their purchase. Thus, this type of commercials has

greatly influence the consumer behavior of Filipino teenagers. (It Takes Two to

Tango: The Effects of Television Commercials that Feature Local Celebrity Love

Teams on the Consumer Behavior of Filipino Teenagers).

Synthesis of the Reviewed Literature and Studies

The literature of television’s impacts on consumer purchasing behavior

explains that it falls on one major key way. Much of the literatures convey that

television’s impacts on consumer buying behavior plays as a part of a

multiplatform environment for advertising. Susan Cuccinello, senior VP for

research at the TVB clearly notes that television breaks new ground and the

advertising community has already expressed great in seeing results.

Developments in new technologies and increase leisure time ensure that the

mass media will continue to structure and influence people’s experiences and

32

understanding of their social world (Livingstone, 1998). Mercurio and Forehand.

(Ads Targeting Groups are More Memorable, Study Shows. Posted on January

5, 2012) points out those linking products to group affiliations lead people to

recall the products when they think about those groups. “Pragmatically, this

suggests that advertisers should consider how consumers are likely to think

about themselves when they are choosing products. A study from the University

of Technology Sydney states that the “Entertainment content such as TV soap

operas and movies are highly desirable media for placing products and brands

because the characters naturally receive direct attention from viewers, and

because the characters often become celebrities in their own right.

Some of the literature proposed that, in addition to television’s impacts on

consumer purchasing behavior, consumers perceive the brand as having

superior quality because it has been endorsed by a credible source. According to

Ventura, C. (2010) this study found out that Filipino teenagers purchase,

consume, and patronize products endorsed in television commercials that

featured local celebrity love teams, but they do not buy these on a regular basis.

The theories like 'Source Credibility Theory, Source Attractiveness Theory and

Meaning Transfer Theory' provide a basis on which the methodology of celebrity

endorsement works and also explains how the process of the celebrity

endorsement influences the minds of the consumers.

The literature reviewed seems to overwhelmingly suggest that the

television’s impacts on consumer purchasing behavior submits to one major idea,

that people from all walks of life are now being hooked in television programs

33

and this as their major source of entertainment, which leads to affecting their

purchasing power in buying a product.

34

Chapter 3

RESEARCH METHODOLOGY

This part of the study discusses the research method used, the population

and determined sample size, the description of respondents, the instrument used

to collect data-gathering procedure and the statistical tools used to analyze data.

Method of Research

The descriptive research method was used in this study. Descriptive

method, also known as statistical research, describes the data and

characteristics about the population or phenomenon being studied. Descriptive

research answers the questions who, what, where and why (Saunders, Philip

Lewis. et al, 2003)

Population

All marketing major students of Polytechnic University of the Philippines

who have watched or watching teleserye is the population of this study. The

respondents were comprised of a total population 223 students composed of

male and female.

This study was conducted by using a non probability convenience

sampling. This method is a process of picking out people in the most convenient

and fastest way to get reactions immediately.

Description of Respondents

The respondents of the study consist of male and female Marketing major

students of Polytechnic University of the Philippines. They are grouped as to

classification of age, year-level, type of student, and TV station being watched.

Research Instrument

The researchers were the one who made the questionnaire which serves

as the main instrument to gather the data.

The questionnaire was checked by an expert, a professor of marketing

research.

The questionnaire has the following parts.

Part one consists of the profile of the respondents based on the following

aspects: sex, age, year level, type of student, and TV station/ channel being

watched/ watched.

36

Part two consist of respondents’ assessment of the effects of networks’

teleserye to the buying behavior of marketing major students of the Polytechnic

University of the Philippines in terms of the following aspects: types of products

bought or purchased, frequency of buying the product, stores where products are

regularly bought, number of pieces of products purchased.

Part three consists of problems encountered by the respondents relative

to the effects of network’s teleserye: unavailability of the product in the store,

forced to buy the product even if it is expensive, tendency to become brand

conscious, buying products not suited to one’s need, and buying products

irrationally.

The following Likert scale was used in this study. The rate are 5 for Very

Great Effect, 4 for great effect, 3 for moderate effect, 2 for less effect and 1 for no

effect.

Data-Gathering Procedure

The researchers were the one who gathered the data. They distributed

and administered it from 1:30 - 4:00pm on Monday and Thursday. The

questionnaires were collected right away after the respondents have answered

all the questions.

37

Statistical Treatment of Data

The researcher utilized the following statistical tools to analyze and

interpret the data gathered. The statistical tools used in this study are descriptive

statistics using the percentage and weighted mean.

1. Percentage

In mathematics, a percentage is a way of expressing a number as a

fraction of 100. Percentages are used to express how large/small a

quantity is, relative to another quantity. The first quantity usually

represents a part of, or a change in, the second quantity, which should be

greater than zero.

The percentage formula will be used to quantify the actual

responses given by the respondents. This will be obtained by dividing the

number of responses by the number of respondents and the quotient will

be multiplied by one hundred.

Formula:

Percentage (%) = fN

x 100

Where:

% = Percentage

f = Frequency

N = Total number of respondents

38

100 = Constant

39

Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter consists of presentation, analysis and interpretation of data

gathered through the survey questionnaire.

The data gathered from the respondents were analyzed and interpreted.

Statistical findings were hereby presented and given implications to concretize

the concepts. It is discussed in proper order according to the sequence of the

problems as presented in the first chapter of the research study. It indicates the

expected results and manned in which they are analyzed and presented

graphically; and is designed to bring order, coherent patterns and meaning to

data accumulated.

1. Profile of the Respondents

1.1 Sex

Table 1 shows the frequency and percentage distribution on

the profile of the respondents in terms of sex.

Table 1

Frequency and Percentage Distribution on the Profileof the Respondents in Terms of Sex

Sex Frequency Percentage

Male 91 40.81%

Female 132 59.19%

Total 223 100%

Table 1 reflects the frequency and percentage distribution of male and

female respondents of the study. It shows that out of 223 respondents, 122

(54.71%) are female and 91 (40.81%) are male. It can be derived from the

results that both male and female are watching teleserye.

According to Gerbner’s cultivation theory, People watch teleserye because

they see something that connects to their reality, then it is likely that they will

receive what Gerbner calls a “double dose” of the message and will eventually

experience intensified cultivating effects. The more television one watches, the

more likely his or her attitude is created by the images on the television,

especially if the images are relevant.

1.2 Age

Table 2 shows the frequency and percentage distribution on the profile

of the respondents in terms of age.

41

Table 2

Frequency and Percentage Distribution on the Profileof the Respondents in Terms of Age

Age Frequency Percentage

15-17 82 36.77%

18-20 127 56.95%

21-23 11 4.93%

24-26 1 0.44%

27-30 2 0.9%

Total 223 100%

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

old, 18-20 years old, 21-23 years old, 24-26 years old and 27-30 years old

among the 223 respondents of this study. It shows that out of 223 respondents,

82 or (36.77%) are from 15-17 years old, 127 (56.95%) of the respondents are

from ages 18-20 years old, 11 (4.93%) are from ages 21-23 years old , 1 (0.44%)

are 24-27 years old , 2 (0.90%) are 27-30 years old. It is derived from the results

that majority of the respondents are 18-20 years old comprising of 127 (56.95%).

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

form of teleserye is the teen-oriented ones which is now gaining popularity. This

type of teleserye portrays teens with their most common characters- easy going

and curious. (Mangleberg et al., 2004; Piacentini and Mailer, 2004)

42

1.3 Year Level

Table 3 shows the frequency and percentage distribution on the profile of

the respondents in terms of year level.

Table 3

Frequency and Percentage Distribution on the Profileof the Respondents in Terms of Year Level

Year Level Frequency Percentage

1st year 33 14.8%

2nd year 72 33.29%

3rd year 65 29.15%

4th year 53 23.77%

Total 223 100%

Table 3 shows the frequency and percentage of the year level of the 223

respondents from first year to fourth year. It shows that out of 223 respondents,

33 (14.8%) of them are first year students, 72 (33.29%) are second year

students, 65 (29.15%) are 3rd year students, 53 (23.77%) are fourth year

students. It can be derived in the results that majority of the respondents are in

the second year.


the year student’s move into ever more challenging courses. It’s the year they

declare your Major, Minor and General Education Concentrations. Such media

43

can facilitate learning by enhancing students’ engagement, identity and

enjoyment of a given course, independent of the content to be learned. The

implication is that increasing student interest and engagement through social

media will also facilitate knowledge transfer (Yaros, 2009).

1.4 Type of student

Table 4 shows the frequency and percentage distribution on the profile of

the respondents in terms of the type of student.

Table 4

Frequency and Percentage Distribution on the ProfileOf the Respondents in Terms of The type of student

44

Employment Frequency Percentage

Working student 27 12.11%

Full time student 196 87.89%Total

223 100%

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

student of the 223 respondents whether they are Working Student or Full time

student. It shows that out of 223 respondents, 27 (12.11%) are Working Student,

and 196 (87.89%) are Full time student. It can be derived in the results that

majority of the respondents are Full time student.

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

education, only one’s potential can be used to maximum extent. Education tells

men how to think, how to work properly, how to make decision. Through

education only one can make separate identity. It is a necessity such as foods,

clothing and shelter. During our youth, we learn how to mingle with others. That’s

why most Marketing students here in Polytechnic University of the Philippines

strive hard to reach their goals in life.

1.5TV Station/ Channel Being Watched / Watched

Table 5 shows the frequency and percentage distribution of the

respondents in terms of tv station/ channel being watched/ watched.

45

Table 5

Frequency and Percentage Distribution of the Respondents in terms of TV Station/ Channel Being Watched / Watched

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

being watched/ watched among the 223 respondents of this study. 120 (53.81%)

are watching Channel 2, 29 (13%) are watching Channel 5, 74 (33.19%) are

watching Channel 7. It shows that out of 223 respondents, majority of them or

120 (53.81%) are watching Channel 2.

Majority of the respondents are watching ABS-CBN, merely because ABS-

CBN is a major Filipino commercial television network owned and operated by

the Filipino media conglomerate ABS-CBN Corporation, a publicly traded

company. It is the country's leading television network with advertising revenues

46

TV Station/ Channel Frequency Percentage

Channel 2(ABS-CBN) 120 53.81%Channel 5

(TV5) 29 13%Channel 7

(GMA) 74 13.19%

Total 223 100%

http://en.wikipedia.org/wiki/ABS-CBN_Corporation

http://en.wikipedia.org/wiki/Television_network

http://en.wikipedia.org/wiki/Commercial_television

http://en.wikipedia.org/wiki/Television_in_the_Philippines

amounted to 17.5 billion pesos for the fiscal year 2011. It was launched on 23

October 1953 and is among the first commercial television networks in Asia. Its

headquarters is in Quezon City with regional offices and news bureaus in over 25

provincial areas throughout the country. They are much closer to the masses and

they tend to each them despite the fact that Philippines inhabiting an archipelago

of more than 7,000 islands, Filipinos are a multi-cultural, multi-linguistic,

geographically scattered nation. This hampers the media’s role in helping build

cultural unity.

2. Assessment of the effects of Network’s Teleserye

2.1Types of products bought or purchased

Table 6 shows the frequency and percentage distribution on the

assessment of the effects of networks teleserye to the buying behavior of

marketing students in terms of the types of products bought or purchased.

Table 6

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in terms

of the Types of Products Bought or Purchased

Extent of Impact Frequency Percentage

(5)Very Great Effect 39 17.49%

(4)Great Effect 55 24.66%

(3)Moderate Effect 72 32.29%

(2)Less/Little Effect 32 14.35%

47

http://en.wikipedia.org/wiki/Quezon_City

http://en.wikipedia.org/wiki/Asia

http://en.wikipedia.org/wiki/Fiscal_year

(1)No Effect 25 11.21%

Total 223 100%

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

bought or purchased among the 223 respondents of this study. 39 (17.49%) has

Very Great Effect, 55 (24.66%) has Great Effect, 72 (32.29%) are Moderate

Effect, 32 (14.35%) has Less/Little Effect, 25 (11.21%) has No Effect. It shows

that majority of the respondents or 72 (32.24%) has a Moderate Effect in terms of

the types of products bought or purchased among the 223 respondents.

Majority of the respondents are experiencing a moderate effect of the

teleseryes they are watching into the types of products bought or purchased

because as according to Pride and Ferrel, “A consumer uses rationized response

behavior when buying frequently purchased, low-cost items requiring very little

search and decision effort. When buying such items, a consumer may prefer a

particular brand but is familiar with several brands in the product class and views

more than one as being acceptable. Typically, low-involvement products are

bought through routinized response behavior, that is, automatically.

2.1.1 Types of products bought or purchased as to sex


assessment of the effects of networks’ teleserye to the buying behavior of

marketing students in terms of the types of products bought or purchased as to

sex.

48

Table 7

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in

Terms of the Types of Products Bought or Purchased as to Sex

Sex

Types of Product Bought or Purchased

Total

Extent of Impact

5 4 3 2 1

F P F P F P F P F P F P

Male 20

8.96% 23

10.31%

25

11.21%

13

5.83% 10

4.48%

91 40.81%

Female

25

11.21%

33

14.18%

53

23.77%

12

5.38% 9 4.03%

132

59.19%

Total 45

20.18%

56

25.11%

58

26% 25

11.21%

19

8.51%

223

100%

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

among the 223 respondents of this study. 20 (8.96%) male respondents states

that there is a very great effect, 23 (10.31%) states that there is a great effect, 25

(11.21%) states that there is a moderate effect, 13 (5.83%) states that there is a

less or little effect and 10 (4.48%) out of 91 male respondents states that there is

no effect on the extent of impact of the types of products bought or purchased.

25 (11.21%) out of 132 female respondents states that there is a very great

effect, 33 (14.18%) states that there is a great effect, 53 (23.77%) states that

49

there is a moderate effect, 12 (5.38%) states that there is a less effect and 9

(4.03%) female respondents states that there is no effect on the extent of impact

of products bought or purchased. It can be derived that majority of the male and

female respondents are experiencing a moderate effect relative to the effects of

Network’s Teleserye in terms of the types of products bought or purchased.

Majority of the respondents are experiencing a moderate effect because

some of them are busy in their studies that they don’t have a lot of time to watch

a teleserye during late night evening on which can affect the type of products

they bought or purchased.

2.1.2 Types of products bought or purchased as to age




age.

50

Table 8

Frequency and Percentage Distribution on the Assessment of the effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in

terms of the Types of Products Bought or Purchased as to Age

Age


TotalExtent of Impact

5 4 3 2 1


15-17 yrs. old

19 8.52% 21 9.42% 30 13.45% 8 3.59% 42 18.83% 82 36.77%

18-20 yrs. old

19 8.52% 36 16.14% 48 21.52% 13 5.83% 11 4.93% 127 56.95%

21-23 yrs. old

3 1.33% 1 0.04% 5 2.24% 2 0.90% 0 0 11 4.93%

24-26 yrs. old

0 0 1 0.04% 0 0 0 O 0 0 1 0.04%

27-30 yrs. old

1 0.04% 1 0.04% 0 0 0 O 0 0 2 8.96%

Total 42 18.83% 60 26.90% 83 37.22% 23 10.32% 53 23.76% 223 100%

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

age among the 223 respondents of this study. 19 (8.52%) 15-17 years old states

that there is a very great effect , 21 (9.42%) states that there is a great effect, 30


less effect and 42 (18.33%) out of 82 15-17 years old states that there is no

effect on the types of products purchased.19 (8.52%) out of 127 18-20 years old

51

students states that there is very great effect, 36 (16.14%) states that there is a

great effect, 48 (21.52%) states that there is moderate effect, 13 (5.83%) states

that there is less effect, and 11 (4.93%) students states that there is no effect on

the types of products bought. 3 (1.33%) 21-23 years old students states that

there is a very great effect, 1 (0.04%) states that there is a great effect, 5 (2.24%)

states that there is a moderate effect, 2 (0.90%) states that there is less or little

effect on the extent of impact on types of products bought. 1 respondents with

the age ranges from24-26 years old states that there is a great effect on the

extent of impact. 0ut of 2 respondents with the age ranges to 27-30 years old 1

(0.04%) states that there is a very great effect , while the other one states that

there is a great effect on the extent of impact of types of products bought or

purchased.

2.1.3 Types of products bought or purchased as to year level




year level.

52

Table 9

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying behavior of Marketing Students in terms

of the Types of Products Bought or Purchased as to Year level

Year Level

Types of Product bought or Purchased


5 4 3 2 1


1st

year10 4.48% 5 2.24% 10 4.48% 8 3.59% 0 0% 33 14.80%

2nd

year15 6.73% 22 9.87% 27 12.11% 5 2.24% 3 1.35% 72 32.29%

3rd

year11 4.93% 20 8.97% 22 9.87% 8 3.59% 4 1.79% 65 29.15%

4th

year7 3.14% 12 5.38% 25 11.21% 6 2.69% 3 1.35% 53 23.77%

Total 43 19.28% 59 26.46% 84 37.67% 27 12.11% 10 4.48% 223 100%

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

products bought or purchased as to year level among the 223 respondents of this

study. Based on the year level of the respondents, it shows that 10 (4.48%) first

year students states that there is a very great effect, 5 (2.24%) states that there

is a great effect. 10 (4.48%) states that there is a moderate effect, 8 (3.59%)

states that there is a less or little effect, and 0 out of 33 first year students states

that there is no effect on the types of products bought. For the second year

students, 15 (6.73%) states that there is a very great effect, 22 (9.87%) states

53

that there is great effect, 27 (12.11%) states that there is a moderate effect, 5

(2.24%) states that there is less or little effect and 3 (1.35%) states that there is

no effect. For the third year students, 11 (4.93%) states that there is a very great

effect, 20 (8.97%) states that there is a great effect, 22 (9.87%) states that there

is a moderate effect, 8 (3.59%) states that there is less/ little effect and 4 (1.79%)

states that there is no effect. For fourth year students, 7 (3.14%) students states



less or little effect, and 3 (1.35%) states that there is no effect on the types of

products bought.

2.1.4 Types of products bought or purchased as to the type of student




the type of student.

54

Table 10


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

Type of student

Types of Product bought or Purchased

Total

Extent of Impact

5 4 3 2 1


Working Student

6 2.69% 6 2.69% 10 4.48% 5 2.24% 0 0 27 12.11%

Full time student

35 15.70% 56 25.11% 72 32.29% 19

8.52% 14 6.37% 196 87.89%

Total 41 18.38% 62 27.80% 82 36.77% 24

10.76% 14 6.37% 223 100%

Table 10 reflects the frequency and percentage distribution on the



the type of student among the 223 respondents of this study. It reflects that 6

(2.69%) states that there is very great effect, 6 (2.69%) states that there is a

great effect, 10 (4.48%) states that there is a moderate effect, 5 (2.24%) states

that there is a less/ little effect and none among the 27 (12.11%) working

students state that there is no effect. Among the 196 (87.89%) Full time students,

35 (15.70%) states that there is a great effect, 56 (25.11%) states that there is a

great effect, 72 (32.29%) states that there is a moderate, 19 (8.52%) states that

there is a less/ little effect and 14 (6.37%) states that there is no effect on the

type of products bought or purchased.

55

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

watched/ watched




TV station/ channel being watched/ watched.

Table 11


terms of the Types of Products Bought or Purchased as to TV station being watched/ watched

TV station/Channel being

watched/watched



5 4 3 2 1


(ABS-CBN)

Channel 2

9 4.04% 33 4.80% 57 25.56% 15 6.73% 12 5.38%

120 53.81%

(TV5)Channel 5

4 1.79% 9 4.04% 9 4.04% 7 3.14% 0 0 29 13%

(GMA)Channel 7

9 4.04% 17 7.62% 33 14.80% 9 4.04% 6 2.69%

74 33.18%

Total 22 9.87% 59 26.45% 99 44.40% 31 13.91% 18 8.07%

223 100%

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

impact on the types of products bought or purchased as to TV station/ channel

being watched/ watched among the 223 respondents of this study. Out of 120

respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great


56

is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%)

states that there is no effect. Out of 29 respondents who are watching TV5, 4

(1.79%) states that there is a very great effect, 9 (4.04%) states that there is a

great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and

states that there is a less effect. Out of 74 respondents who are watching GMA 9



that there is less effect, and 6 (2.69%) states that there is no effect.

2.2 Frequency of buying the product



marketing students in terms of the frequency of buying the product.

Table 12


of the Frequency of Buying the Product






(1)No Effect 26 11.66%

Total 223 100%

57


impact in terms of the frequency of buying the product among the 223

respondents of this study. 24 (10.76%) has Very Great Effect, 51 (22.87%) has

Great Effect, 79 (35.43%) has Moderate Effect, 43 (19.28%) has Less/Little

Effect, 26 (11.66%) has No Effect. It shows that among the 223 respondents,

majority of them or 79 (35.43%) has a moderate effect in terms of the frequency

of buying the product.

According to Peter Hayward, “Promotion is the most recognized aspect of

marketing. It is all about communication with existing and potential customers so

that they react by buying the product. It is highly unlikely anyone will buy a

product if they have never heard of it. Promotional activities can be put into

action once the product, place and price have been determined.”

2.2.1 Frequency of buying the product as to sex



marketing students in terms of the frequency of buying the product as to sex.

58

Table 13


terms of the Frequency of Buying the Product as to Sex

Sex

Frequency of buying the product


5 4 3 2 1


Male 12 5.38%

24 10.76%

41 18.39% 9 4.04% 13 5.82% 91 40.81%

Female 8 3.9% 35 15.7% 57 25.56% 19 8.52% 18 8.07% 132 59.19%

Total 20 8.97%

59 26.46%

98 43.95% 28 12.56% 31 13.90% 223 100%

Table 13 reflects the frequency and percentage distribution of the extent

of impact of frequency of buying the product as to sex among 223 the

respondents of this study. Out of 91 male respondents, 12 (5.83%)has a very

great effect, 24 (10.76%) has a great effect, 41 (18.39%) has a moderate effect,

9 (4.04%) has a less effect and 13 (5.82%) has no effect. Out of 132 female

respondents, 8 (3.9%) has a very great effect, 35 (15.7%) has a great effect, 57

(25.56%) has a moderate effect, 19 (8.52%) has a less effect, and 18 (8.07%)

has no effect on the frequency of buying the product in terms of the gender of the

respondents.

59

2.2.2 Frequency of buying the product as to age



marketing students in terms of the frequency of buying the product as to age.

Table 14


Terms of the Frequency of Buying the Product as to Age

Age



5 4 3 2 1


15-17 yrs. old

12 5.38% 20 8.97% 34 15.25% 13 5.82% 3 1.35% 82 36.77%

18-20yrs.

old

7 3.14% 31 13.90% 48 21.52% 20 8.96% 11 4.93% 127 56.95%

21-23 yrs. old

0 0% 2 0.80% 3 1.34% 5 2.24% 1 0.04% 11 4.93%

24-26 yrs. Old

0 0% 0 0% 1 0.04% 0 0% 0 0% 1 4.48%

27-30 yrs. old

0 0% 0 0% 1 0.04% 1 0.04% 0 0% 2 8.96%

Total 19 8.52% 53 23.67% 87 38.19% 39 17.06% 15 6.32% 223 112.09%


of effect on the frequency of buying the product as to age among the

respondents of this study. Out of the 82 respondents ages from 15 to 17 years

old, 12 (5.38%) states that there is a very great effect, 20 (8.97%) states that

there is a very great effect, 34 (15.25%) states that there is a moderate effect, 13

60

(5.82%) states that there is less effect, and 3 (1.35%) states that there is no

effect. For respondents belonging to 18-20 years old, 7(3.14%) states that there

is a very great effect, 31(13.90%) states that there is a great effect, 48 (21.52%)

states that there is a moderate effect, 20 (8.96%) states that there is less effect,

and 11 (4.93%) states that there is no effect. Out of 11 respondents with the age

21-23 years old, 2(0.80% states that there is a great effect, 3 (1.34%) states that

there is a moderate effect, 5 (2.24%) states that there is less effect and 1

(0.04%) states that there is no effect. 1 respondents with the age 24-26 years

old, 1 (0.04%) states that there is moderate effect. Out of 2 respondents with the

age ranging from 27-30 years old, 1 (0.04%) states that there is a moderate

effect, and 1 (0.04%) states that there is less effect on the extent of impact of

frequency of buying the product as to age.

2.2.3 Frequency of buying the product as to Year Level



marketing students in terms of the frequency of buying the product as to year

level.

Table 15

61

Year level


Total

Extent of Impact

5 4 3 2 1


1st

year6 2.69% 6 2.69% 19 8.52% 1 0.04% 1 0.04% 33 14.8%

2nd

year7 3.13% 23 10.31% 27 12.11% 11 4.93% 6 2.7% 72 32.29%

3rd

year3 1.35% 17 7.62% 25 11.21% 14 6.28% 6 2.7% 65 29.15%

4th

year3 1.35% 8 3.59% 29 13.01% 10 4.48% 3 1.35% 53 23.77%

Total 19 8.52% 54 24.22% 100

44.84% 36 16.14% 16 7.17% 223

100%


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


of impact on the frequency of buying the product as to year level among the 223

respondents of this study. Out of 33 first year respondents, 6 (2.69%) states that

there is a very great effect, 6 (2.69%) states that there is a great effect, 19


less effect and 1 (0.04%) states that there is no effect. Out of 72 second year

students, 7 (3.13%) states that there is a very great effect, 23 (10.31%) states

that there is a great effect, 27 (12.11%) states that there is a moderate effect, 11

(4.93%) states that there is less effect, and 6 (2.7%) states that there is no effect.

62

Out of 65 third year respondents, 3 (1.35%) states that there is a very great

effect, 17 (7.62%) states that there is great effect, 25 (11.21%) states that there

is a moderate effect, 14 (6.28%) states that there is less effect, and 6 (2.7%)

states that there is no effect. Out of 53 fourth year respondents, 3 (1.35%) states


(13.01%) states that there is a moderate effect, 10 (4.48%) states that there is no

effect, and 3 (1.35%) states that there is no effect on the extent of impact in

terms of frequency of buying the product as to year level.

2.2.4 Frequency of buying the product as to employment



marketing students in terms of the frequency of buying the product as to

employment.

Table 16

Type of student


Total

Extent of Impact

5 4 3 2 1


Working student

1 0.04% 7 3.14% 12 5.38% 5 2.24% 3 0.9% 27 12.11%

Full time student

20 8.97% 41 18.39% 86 38.57% 35 15.7% 14 6.28% 196 87.89%

Total 21 9.01% 51 22.87% 104 46.63% 42 18.83% 17 7.63% 223 100%


Terms of the Frequency of Buying the Product as to Employment

63

Table 16 reflects the frequency and percentage distribution on the


marketing students in terms of the frequency of buying the product as to the type

of student among the 223 respondents of this study. Out of 27 (12.11%) working

students, 1 (0.04%) states that there is a very great effect, 7 (3.14%) states that

there is a great effect, 12 (5.38%) states that there is a moderate effect, 5

(2.24%) states that there is a less/ little effect and 2 (0.9%0 states that there is

no effect. Among the 196 (87.89%) Full time students, 20 (8.97%) states that



less/ little effect and 14 (6.28%) states that there is no effect in terms of stores

where the products are regularly bought.

2.2.5 Frequency of buying the product as to tv station/channel being

watched/ watched



marketing students in terms of the frequency of buying the product as to TV

station/Channel being watched/ watched.

Table 17

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in terms of the Frequency of Buying the Product as to TV station/Channel

being watched/ watched


64

TV station/Channel

being watched/watched

Total

Extent of Impact5 4 3 2 1


(ABS-CBN)Channel 2

9 4.04% 33 4.80% 57 25.56% 15 6.73% 12 5.38% 120 53.81%

(TV5)Channel 5

4 1.79% 9 4.04% 9 4.04% 7 3.14% 0 0 29 13%

(GMA)Channel 7

9 4.04% 17 7.62% 33 14.80% 9 4.04% 6 2.69% 74 3.18%

Total 22 9.87% 59 26.46% 99 44.40% 31 13.90% 18 8.07% 223 100%


impact on the frequency of buying the product as to TV station/ channel being

watched/ watched among the 223 respondents of this study. Out of 120

respondents who preferred ABS-CBN, 9 (4.04%) states that there is a very great


is a moderate effect, 15 (6.73%) states that there is a less effect, and 12 ( 5.38%)

states that there is no effect. Out of 29 respondents who are watching TV5, 4


great effect, 9 (4.04%) also states that there is a moderate effect, 7 ( 3.14%) and

states that there is a less effect. Out of 74 respondents who are watching GMA 9



that there is less effect, and 6 (2.69%) states that there is no effect on the

frequency of buying the product as to TV station being watched.

2.2 Stores where the products are regularly bought

65



marketing students in terms of stores where the products are regularly bought.

Table 18


of Stores Where the Products are Regularly Bought






(1)No Effect 29 13%

Total 223 100%

Table 18 reflects the extent of impact in terms of the frequency of the

stores where the products are regularly bought among the 223 respondents of

this study. 33 (14.80%) has Very Great Effect, 52 (23.32%) has Great Effect, 73

(32.74%) has Moderate Effect, 36 (16.64%) has Less/Little Effect, 29 (13%) has

no effect. It shows that majority among the 223 respondents, 73 (32.74%) of

them has a moderate effect in the stores where the products are regularly

bought.

66

According to John O’Shaughnessy, “Where the product is purchased,

since location and outlet make a difference in willingness to pay a premium price

in a low class outlet is regarded as “getting stung”: and the sense of its being fair

price.”

Essentially, one concentrates on a specific type of shopping and choosing

behavior: shopping for day-to-day items from supermarket shelves (Braeutigam

et.al. 2004). Although specific, this type of human activity can serve as a model

of a wider class of choice and decision making processes. Being reachable, i.e.

accessible to most people in industrialized societies, supermarket shopping

relates to a considerable spectrum of choice situations ranging from mechanisms

to satisfy basic needs to incentives for behavior over and above what is needed

for homeostasis. (F.J. Chen 2004)

2.3.1 Stores where the products are regularly bought as to sex



marketing students in terms of the stores where the products are regularly

bought as to sex.

Table 19

Frequency and Percentage Distribution on the Assessment of the effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to Sex

Sex

Stores where the products are regularly bought


5 4 3 2 1

67


Male 12 5.38% 24 10.76% 41 18.39% 9 4.04% 5 2.24% 91 40.81%

Female 8 3.59% 35 15.70% 57 25.56% 19 8.52% 13 5.83% 132 56.65%

Total 20 8.97% 59 26.46% 98 43.95% 28 12.56% 18 8.07% 223 100%


impact in terms of stores where the products are regularly bought as to sex

among the 223 respondents of this study. Out of 91 male respondents,

twelve(12) or five point thirty eight percent (5.38%) males has very great effect ,

twenty four(24) or ten point seventy six percent (10.76%) males has great effect,

forty one (41) or eighteen point thirty nine percent (18.39%) males has moderate

effect, nine (9) or four point zero four percent males has less effect, five (5) or

two point twenty four percent (2.24%) males has no effect. Out of one hundred

thirty two (132) or fifty six point sixty five percent (56.65%) female respondents,

eight (8) or three point fifty nine percent (3.59%) females has very great effect ,

thirty five (35) or fifteen point seventy percent (15.70%) females has great effect,

fifty seven (57) or twenty five point fifty percent (25.56%) females has moderate

effect, nineteen (19) or eight point fifty two percent (8.52%) females has less

effect, thirteen (13) or five point eighty three percent (8.83%) females has no

effect. Out of 223 (100%) total respondents, twenty (20) or eight point ninety

seven percent (8.97%) respondents has very great effect, fifty nine (59) or twenty

six point forty six percent (26.46%) respondents has great effect, ninety eight

(98) or forty three point ninety five (43.95%) respondents has less effect and

eighteen (18) or eight point zero seven percent respondents has no effects.

68

2.3.2 Stores where the products are regularly bought as to age




bought as to age.

Table 20

Frequency and Percentage Distribution on the Assessment of the effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to Age


impact in terms of stores where the products are regularly bought as to age

among the 223 respondents of this study. Out of eighty two (82) or thirty six point

seventy seven percent (36.77%) of 15-17 years old, eleven (11) or four point

69

Age


Total

Extent of Impact5 4 3 2 1

F P F P F P F P F P F P15-17 yrs. old

11 4.93% 21 9.42% 37 16.59% 9 4.04% 4 1.79% 82 36.77%

18-20 yrs. old

7 3.14% 33 14.80% 56 25.11% 17 7.62% 14 6.28% 127 56.95%

21-23 yrs. old

1 0.45 3 1.35% 5 2.24% 2 0.90% 0 0 11 4.93%

24-26 yrs. old

0 0 0 0 1 0.45% 0 0 0 0 1 0.45%

27-30 yrs. old

0 2 0.90% 0 0 0 0 0 0 2 0.90%

Total 8.52% 59 26.46% 99 44.39% 28 12.56% 18 8.07% 223 100%

ninety three (4.93%) has a very great effect, twenty one (21) or nine point forty

two percent (9.42%) has great effect, thirty seven(37) or sixteen point fifty nine

percent (16.59%) has moderate effect, nine (9) or four point zero four percent

(4.04%) has less effect, four (4) or one point seventy nine (1.79%) has no effect.

Out of one hundred twenty seven (127) or fifty six point ninety five percent

(56.95%) of 18-20 years old, seven (7) or three point fourteen percent (3.14%)

has very great effect, thirty three (33) or fourteen point eighty percent (14.80%)

has great effect, fifty six (56) or twenty five point eleven (25.11%) has moderate

effect, seventeen (17) or seven point sixty two (7.62)% has less effect and

fourteen (14) or six point twenty eight percent (6.28%) has no effect. Out of

eleven (11) of 21-23 years old, one (1) or zero point forty five (0.45%) has very

great effect , three (3) or one point thirty five percent (1.35%) has great effect ,

five (5) or two point twenty four (2.24%) has moderate effect.. two (2) or zero

point ninety (0.90%) has less effect and none of the respondents has no effect.

Out of one (1) or zero point forty five percent (0.45%) of 24-26 years old none of

the respondents has very great effect and great effect, one (1) or zero point forty

five percent (0.45%) has moderate effect and none of the respondents has less

and no effect. Out of two (2) or zero point ninety percent (0.90%) of 27-30 years

old none of the respondents has very great effect, two (2) or zero point ninety

percent (0.90%) has great effect and none of the respondents has moderate,

less and no effect. Out of two hundred twenty three(223) or one hundred percent

(100%) total respondents, nineteen (19) or eight point fifty two percent (8.52%)

has very great effect, fifty nine (59) or twenty six point forty six percent (26.46%)

70

has great effect, ninety nine (99) or forty four point thirty nine (44.39%) has

moderate effect, twenty eight (28) or twelve point fifty six (12.56)% has less

effect and eighteen (18) or eight point zero seven percent (8.07%) has no effect.

2.3.3 Stores where the products are regularly bought as to year level




bought as to year level.

Table 21

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in terms of the Stores where the Products are Regularly Bought as to Year

Level


of

impact in terms of stores where the products are regularly bought as to year level

among the 223 respondents of this study. Out of thirty three (33) or fourteen point

eighty percent (14.80%) first year students, six (6) or two point sixty nine percent

(2.69%) said that it has very great effect, sixteen (16) or seven point seventeen

percent (7.17%) said that it has a great effect, ten (10) or four point forty eighty

71

Year level


Total

Extent of Impact

5 4 3 2 1


1st

year6 2.69% 1

67.17% 10 4.48% 1 0.45% 0 0 33 14.80%

2nd

year7 3.14% 2

08.97% 34 15.25% 1

04.48% 1 0.45% 72 32.29%

3rd

year5 2.24% 1

88.07% 22 9.87% 1

14.93% 9 4.04% 65 29.15%

4th

year2 0.90% 1

04.48% 29 13% 7 3.14% 5 2.24% 53 23.77%

Total 20 8.97% 64

28.70% 95 42.60% 29

13% 15 6.73% 223 100%

(4.48%) said that it has moderate effect, one (1) or zero point forty five percent

(0.45%) has less effect, and none of them said that it has no effect. Out of

seventy two (72) or thirty two point twenty nine percent (32.29%) of the second

year students, seven (7) or three point fourteen (3.14%) of them said that it has

very great effect, twenty (20) or eight point ninety seven (8.97%) said that it has

great effect, thirty four (34) or fifteen point twenty five percent (15.25%) of them

said that it has moderate effect, ten (10) or four point forty eight percent (4.48%)

of them said that it has less effect and one (1) or zero point forty five percent

(0.45%) said that it has no effect. Out of sixty five (65) or twenty nine point twenty

fifteen percent (29.15%) of the third year students, five (5) or two point twenty

four (2.24%) of them said that it has very great effect, eighteen (18) or eight point

zero seven (8.07%) said that it has great effect, twenty two (22) or nine point

eighty seven percent (9.87%) of them said that it has moderate effect, eleven

(11) or four point zero four percent (4.93%) of them said that it has less effect

and nine (9) or four point zero four percent (4.04%) said that it has no effect. Out

of fifty three (53) or twenty three point seventy seven percent (23.77%) of the

fourth year students, two (2) or zero point ninety (0.90%) of them said that it has

very great effect, ten (10) or four point forty eight percent (4.48%)) said that it has

great effect, twenty nine (29) or thirteen percent (13%) of them said that it has

moderate effect, seven (7) or three point fourteen percent (3.14%) of them said

that it has less effect and five (5) or two point twenty four percent (2.24%) said

that it has no effect. Out of two hundred twenty three(223) or one hundred

percent (100%) total respondents, twenty (20) or eight point ninety seven percent

72

(8.97%) has very great effect, sixty four (64) or twenty eight point seventy

percent (28.70%) has great effect, ninety five (95) or forty six point twenty

(46.20%) has moderate effect, twenty nine (29) or thirteen percent (13)% has

less effect and fifteen (15) or six point seventy three percent (6.73%) has no

effect.

2.3.4 Stores where the products are regularly bought as to the type of

student




bought as to the type of student.

Table 22

Frequency and Percentage Distribution on the Assessment of the effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in Terms of the Stores where the Products are Regularly Bought as to the

Type of Student


impact in terms of stores where the products are regularly bought as to the type

of student among the 223 respondents of this study. Out of 27 (12.11%) working


73

Type of student


Total

Extent of Impact

5 4 3 2 1


Working student

1 0.04%

7 3.14% 12 5.38%

5 2.24% 2 0.9% 27 12.11%

Full time student

20

8.97%

41

18.39% 86 38.57%

35 15.70%

14

6.28%

196

87.89%

Total 21

9.42%

51

22.87% 104

46.64%

42 18.83%

17

7.62%

223

100%

there is a great effect, 1 (5.38%) states that there is a moderate effect, 5 (2.24%)

states that there is a less/ little effect and 2 (0.9%) states that there is no effect.

Among the 196 (87.89%) Full time students, 20 (8.97%) states that there is a

very great effect, 41 (18.39%0 states that there is a great effect, 86 (38.57%)

states that there is a moderate effect, 35 (15.70%) states that there is a less/ little

effect and 14 (6.28%) states that there is no effect in terms of the stores where

the products are regularly bought.

2.3.5 Stores where the products are regularly bought as to TV

station/Channel being watched/ watched




bought as to TV station/Channel being watched/ watched.

Table 23

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in terms of the Stores where the Products are Regularly Bought as to TV

station/Channel being watched/ watched

74

TV station/Channe

lBeing

watched/watched


Total

Extent of Impact

5 4 3 2 1


(ABS-CBN)Channel 2

8 3.59%

14

6.28% 53

23.77%

31

13.90%

14

6.27%

120

53.81%

(TV5)Channel 5

1 0.04%

5 2.24% 10

4.48% 3 1.35% 0 0 29 13%

(GMA)Channel 7

8 3.59%

12

5.38% 32

14.35%

15

6.73% 7 3.14%

74 33.18%

Total 17

7.62%

31

13.90%

95

42.60%

49

21.97%

21

9.41%

223

100%


impact of respondents in terms of the stores where the products are regularly

bought as to TV Station/ Channel being watched/ watched among the 223

respondents of this study. Among the 223 respondents who were watching ABS-

CBN, eight (8) of them or three point fifty nine percent (3.59%) said Very great

effect, fourteen (14) or six point twenty eight percent (6.28%) said great effect,

fifty three (53) or twenty three point seventy seven percent (23.77%) said

moderate effect, thirty one (31) or thirteen point ninety percent (13.90%) said less

or little effect, fourteen (14) or six point twenty seven percent (6.27%) said no

effect. Among the respondents who watch TV5, one (1) of them or point zero four

percent (.04%) said very great effect, five (5) or two point twenty four percent

(2.24%) said great effect, ten (10) or four point forty eight percent (4.48%) said

moderate effect, three (3) or one point thirty five percent (1.35%) said less or little

effect and no one said no effect. Among the respondents who watch GMA, eight

(8) or three point fifty nine percent said very great effect, twelve (12) or five point

thirty eight percent (5.38%) said great effect, thirty two (32) or fourteen point

thirty five percent (14.35%) said moderate effect, fifteen (15) or six point thirty

seven percent (6.37%) said less or little effect, seven (7) or three point fourteen

percent (3.14%).

2.4 Number of pieces of products purchased



75

marketing major students in terms of the number of pieces of products

purchased.

Table 24

Frequency and Percentage Distribution on the Assessment of the Effects of

Networks’ Teleserye to the Buying Behavior of Marketing Major Students in

terms of The Number of Pieces of Products Purchased


(5)Very Great Effect 29 13%




(1)No Effect 32 14.35%

Total 223 100%


impact in terms of the number of pieces of products purchased among the 223

respondents of this study. 29 (13%) states Very Good Effect, while 33 (14.80%)

of them had Great Effect, 78 (34.98%) of the respondents said Moderate Effect,

while 51 (22.87%) of the respondents had Less/Little effect and 32 (14.35%) of

the respondents came up with no effect. It shows that among the 223

76

respondents, majority of the respondents, 78 (34.98%) experienced a moderate

effect in terms of the number of pieces of product purchased.

Churchill and Moschis (1979) reported that television appeared to be an

important agent in adolescent consumer socialization, teaching young people

expressive elements of consumption. Television also appeared indirectly to affect

the acquisition of consumer-related properties by stimulating interactions about

consumption with parents and decreasing it with peers. In this statement the

tables shows a result that is relevant to it

2.4.1 Number of pieces of products purchased as to sex



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

sex.

Table 25


Terms of the Number of Pieces of Product Purchased as to Sex

Sex

Number of pieces of product purchased


5 4 3 2 1


Male 12 5.38% 13

5.83% 40 17.94% 20 8.97% 6 2.09% 91 40.81%

77

Female 7 3.14% 19

8.52% 59 26.46% 31 13.9% 16

7.17% 132 59.19%

Total 19 8.52% 32

14.35% 99 44.40% 51 22.86% 22

9.86% 223 100%


impact in terms of number of pieces of product purchased as to sex among the

223 respondents of this study. Out of 91 or forty point eighty one (40.81%)male

respondents, twelve(12) or five point thirty eight percent (5.38%) males has very

great effect , thirteen (13) or five point eighty three percent (5.83%) males has

great effect, forty (40) or seventeen point ninety four percent (17.94%) males

has moderate effect, twenty (20) or eight point ninety seven percent (8.97%)

males has less effect, six (6) or two point zero nine percent (2.09%) males has

no effect. Out of one hundred thirty two (132) or fifty nine point nineteen percent

(59.19%) female respondents, seven(7) or three point fourteen percent (3.14%)

females has very great effect , nineteen (19) or eight point fifty two percent

(8.52%) females has great effect, fifty nine (59) or twenty six point fourty six

percent (17.94%) females has moderate effect, thirty one (31) or thirteen point

nine percent (13.9%) females has less effect, sixteen (16) or seven point

seventeen percent (7.17%) females has no effect. Out of 223 (100%) total

respondents, nineteen (19) or eight point fifty two percent (8.52%) respondents

has very great effect, thirty two (32) or fourteen point thirty five percent (14.35%)

respondents has great effect, ninety nine (99) or forty four point forty (44.40%)

respondents has moderate effect, fifty one (51) or twenty two point eighty six

(22.86%) has less effect and twenty two (22) or nine point eighty six percent

respondents has no effects

78

According to Gerbner’s cultivation theory, People watch teleserye because

they see something that connects to their reality, then it is likely that they will

receive what Gerbner calls a “double dose” of the message and will eventually

experience intensified cultivating effects. . The more television one watches, the

more likely his or her attitude is created by the images on the television,

especially if the images are relevant.

2.4.2 Number of pieces of products purchased as to age




age.

Table 26


Terms of the Number of Pieces of Product Purchased as to Age

79

Age


Total

Extent of Impact

5 4 3 2 1


15-17 yrs. old

9 4.04% 14 6.28% 41 18.39% 12 5.38% 6 2.69% 82 36.77%

18-20 yrs. old

9 4.04% 17 7.62% 56 25.11% 30 13.45% 15 6.78% 127 56.95%

21-23 yrs. old

0 0 2 .90% 3 1.35% 5 2.24% 1 .45% 11 4.93%

24-26 yrs. old

0 0 0 0 0 0 0 0 1 .45% 1 0.04%

27-30 yrs. old

0 0 0 0 0 0 1 .45% 1 .45% 2 0.08%

Total 18 8.08% 33 14.80% 100 44.84% 48 21.52% 24 10.76% 223 100%


impact in terms of number of pieces of product purchased as to age among the

223 respondents of this study. Out of 223 respondents, eighty two (82) or thirty

six point seventy seven percent (36.77%) are at the age of 15-17. Nine (9) or

Four point zero four percent (4.04) of them said that it has a very great effect,

fourteen (14) or six point twenty eight percent (6.28%) said that it has a great

effect, Forty one (41) or eighteen point thirty nine percent (18.39%) said that it

has a less effect while six (6) or two point sixty nine percent (2.69%) said that it

has no effect. For the respondents aged 18-20 years old with the total of one

hundred twenty seven (127) or fifty six point ninety five percent (56.95%) said

that it has a moderate effect, and thirty (30) or thirteen point forty five (13.45%)

said that it has a less or little effect and fifteen (15) or six point seventy eight

percent (6.78) said that it has no effect. For the respondents aged 21-23 with the

total of eleven (11) or four point ninety three percent (4.93%), two (2) or point

ninety percent (.90%) of them said that it has a great effect, three (3) or one point

thirty five percent (1.35%) said that it has a moderate effect, five (5) or two point

twenty four percent (2.24%) said that it has less or little effect, one (1) or point

80

forty five percent (.45%) said that it has no effect. There is only one (1)

respondent aged 24-26 and said that it has no effect. For the two (2) respondent

aged 27-30 years old, one (1) of them said that it has less or little effect and the

other one (1) said that it has no effect. For the total of 223 respondents, Eighteen

of them (18) or eight point zero eight percent (8.08%) said that it has a very great

effect, thirty three (33) or fourteen point eighty percent (14.80%) said that it has a

great effect, one hundred (100) or forty-four point eighty four percent (44.84%)

said that it has a moderate effect, forty-eight (48) or twenty one point fifty two

(21.52%) said that it has less or little effect.

2.4.3 Number of pieces of products purchased as to year level




year level.

Table 27

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in Terms of the Number of Pieces of Product Purchased as to Year Level

Year level



5 4 3 2 1


1st

year5 2.24% 7 3.14% 1

67.17% 4 1.79% 1 .04% 33 14.80%

2nd

year9 4.04% 1

04.48% 3

616.14% 1

46.27% 3 1.35% 72 32.29%

81

3rd

year6 2.69% 9 4.04% 2

19.42% 1

98.52% 1

04.48% 65 29.15%

4th

year1 0.04% 6 2.69% 1

56.37% 1

35.83% 8 3.59% 53 23.77%

Total 21 9.42% 34

15.25% 88

39.46% 50

22.42% 22

9.87% 223 100%


impact in terms of the number of pieces of product purchased as to year level

among the 223 respondents of this study. Out of 223 respondents, twenty one

(21) or nine point forty two percent (9.42%) of them said that it has a very great

effect, third four (34) or fifteen point twenty five percent (15.25%) of them said

that it has great effect, eighty eight (88) or thirty nine point forty six percent

(39.46%) said that it has great effect, Fifty (50) or twenty two point forty two

(22.42%) said that it has a moderate effect, twenty two (22) or nine point eighty

seven percent (9.87%) said that it has no effect on them. Among the first year

students, five (5) of them or two point twenty four percent (2.24%) said that it has

every great effect, seven (7) or three point fourteen percent (3.14%) said that it

has a great effect, sixteen (16) or seven point seventeen percent (7.17%) said

that it has a moderate effect, four (4) or one point seventy nine percent (1.79%)

said that it has little or less effect, one (1) or point zero four percent (.04%) said

that it has no effect. Among the second year level, nine (9) or four point zero four

percent (4.04%) said that it has a very great effect, ten (10) or four point forty

eight percent (4.48%) said that it has a great effect, thirty six (36) or sixteen point

fourteen (16.14%) said that it has a moderate effect, Fourteen (14) or six point

twenty seven percent (6.27%) said that it has less or little effect, three (3) or one

point thirty five percent (1.35%) said that it has no effect. Among the third year

82

level, nine (9) or two point sixty nine percent (2.69%) said that it has a very great

effect, nine (9) or four point zero four percent (4.04%) said that it has a great

effect, twelve (12) or nine point fourteen two percent (9.42%) said that it has less

or little effect, ten (10) or four point fourteen eight percent (4.48%) said that it has

less or little effect. Among the fourth year students, one (1) or nine point forty two

percent (9.42%) said that it has a very great effect, six (6) or two point sixty nine

percent(2.69%) said that it has a great effect, fifteen (15) or six point thirty seven

percent (6.37%) said that it has a moderate effect, thirteen (13) or five point thirty

eight percent 5.38%) said that it has little or les effect, eight (8) or three point fifty

nine percent (3.59%) said that it has no effect.


the year student’s move into ever more challenging courses. It’s the year they

declare your Major, Minor and General Education Concentrations. Such media

can facilitate learning by enhancing students’ engagement, identity and

enjoyment of a given course, independent of the content to be learned. The

implication is that increasing student interest and engagement through social

media will also facilitate knowledge transfer (Yaros, 2009b).

2.4.4 Number of pieces of products purchased as to the type of student




the type of student.

83

Table 28

Frequency and Percentage Distribution on the Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Students in terms of the Number of Pieces of Product Purchased as to the Type of

Student

Type of student


Total

Extent of Impact

5 4 3 2 1


Working student

5 2.24% 1 0.o4% 12 5.38% 8 3.59% 1 .04% 27 12.11%

Full time student

20 8.97% 30 13.45% 81 36.32% 44 19.73% 21 9.42% 196 87.89%

Total 25 11.21% 31 13.85% 93 41.7% 52 22.5% 22 9.46% 223 100%


impact in terms of number of pieces of product purchased as to the type of

student among the 223 respondents of this study. Out of 27 (1.11%) working


there is a great effect, 12 (5.38%) states that there is a moderate effect, 8

(3.59%) states that there is a less/ little effect and 1 (0.04%) states that there is

no effect. Among the 196 (87.89%) Full time student, 20 (8.97%) states that


84


less/little effect and 21 (9.42%) states that there is no effect in terms of the

number of pieces of product purchased.

As far as marriage and the family are concerned many more households

in America have two or more fulltime adult wage earners. Thus, households are

important alternative non-state sources of income for unemployed persons.

There is less traditional family business in America than in Europe-something

that makes for greater employee mobility. As far as marriage and the family are

concerned, many more households in America have two or more full-time adult

wage earners. Thus, households are important alternative, non-states sources of

income for unemployed persons. There are fewer traditional family businesses in

America than in Europe- something that makes for greater employee mobility.

Finally, the American divorce and separation rate is higher. This increases the

number of mature females both in the labor market and registered as

unemployed.

2.4.5 Number of pieces of products purchased as to TV station/Channel

being watched/ watched




TV station/Channel being watched/ watched.

85

Table 29


terms of the Number of Pieces of Product Purchased as to TV station/Channel being watched/ watched

TV Station


Total

Extent of Impact

5 4 3 2 1


(ABS-CBN)Channel 2

8 3.59% 14 6.28% 53 23.77% 31 13.90% 14 6.27% 120 53.81%

(TV5)Channel 5

1 .04% 5 2.24% 10 4.48% 3 1.35% 0 0 29 13%

(GMA)Channel 7

8 3.59% 12 5.38% 32 14.35% 15 6.37% 7 3.14% 74 33.18%

Total 17 7.22% 31 13.90% 95 42.60% 49 21.97% 21 9.41% 223 100%


impact of respondents in terms of the number of pieces of product purchased as

to TV Station/ Channel being watched/ watched among the 223 respondents of

this study. Among the 223 respondents who were watching ABS-CBN, eight (8)

of them or three point fifty nine percent (3.59%) said Very great effect, fourteen

(14) or six point twenty eight percent (6.28%) said great effect, fifty three (53) or

twenty three point seventy seven percent (23.77%) said moderate effect, thirty

86

one (31) or thirteen point ninety percent (13.90%) said less or little effect,

fourteen (14) or six point twenty seven percent (6.27%) said no effect. Among the

respondents who watch TV5, one (1) of them or point zero four percent (.04%)

said very great effect, five (5) or two point twenty four percent (2.24%) said great

effect, ten (10) or four point forty eight percent (4.48%) said moderate effect,

three (3) or one point thirty five percent (1.35%) said less or little effect and no

one said no effect. Among the respondents who watch GMA, eight (8) or three

point fifty nine percent said very great effect, twelve (12) or five point thirty eight

percent (5.38%) said great effect, thirty two (32) or fourteen point thirty five

percent (14.35%) said moderate effect, fifteen (15) or six point thirty seven

percent (6.37%) said less or little effect, seven (7) or three point fourteen percent

(3.14%).

It has been commercial television where the greatest amount of adverse

criticism has prevailed. The number of televisions program that feature violence

has become preponderant.

2. Problems encountered by the respondents relative to the effects of

Network’s Teleserye to their Buying Behavior

Table 30 shows the frequency and percentage distribution of the problems

encountered by the respondents relative to the effects of networks’ teleserye to

their buying behavior.

87

Table 30

Frequency and Percentage Distribution of the Problems Encountered by the Respondents Relative to the Effects of Networks’ Teleserye to their

Buying Behavior

Problems Encountered Frequency Percentage

Unavailability of the

product in the store73 32.74%

Forced to buy the product

even if it is expensive45 20.18%

Tendency to become

brand conscious72 32.29%

Buying products not

suited to one’s need54 24.22%

Buying products

irrationally55 24.66%

Total223 100%

Table 30 reflects the frequency and percentage distribution of the

problems encountered by the respondents’ relative to the effects of networks’

teleserye to their buying behavior among the 223 respondents of this study.

88

Among the 223 respondents, seventy three (73) or thirty two point seventy four

percent said unavailability of the product in store, forty five (45) or twenty point

eighteen percent (20.18%) said they are forced to buy the product even if it is

expensive. Seventy two (72) or thirty two point twenty nine percent (32.29%) said

that they had the tendency to become brand conscious, fifty four (54) or twenty

four point twenty two percent (24.22%) said buying products not suited to one’s

need, fifty five or twenty four point sixty six percent said buying products

irrationally.

Cognitive brand consciousness (CBC), i.e. the belief that generally well-

known brands regularly offer a higher expectancy value of quality than those

which are not extensively advertised or widely known, is often considered to be a

one-dimensional construct, both in theory and in practice. Also, it is often

investigated with regard to just a single product area. By applying structural

equation models to 2 student samples, and a finite mixture of structural equation

models to one broad consumer sample, this paper represents a differentiated

view of the construct of “brand consciousness”. The data confirm the assumption

that only the minority of consumers have a general, i.e. one-dimensional CBC,

whereas the majority thinks in a more situational way. (Andreas Strebinger and

Thomas Otter)

According to Behling and Wileh, “Overall, the most important findings were

that subjects who were familiar with all the labels perceived a difference in

quality, while subjects who were unfamiliar with the labels accurately perceived

no difference.”

89

Chapter 5

SUMMARY, FINDINGS AND CONCLUSION

This chapter presents the summary, findings, conclusions based on the results of

the results of the research and the recommendations drawn from the present

investigation.

Summary

This research aimed to evaluate the effects of Network’s teleserye of the

buying behavior of marketing students in the College of Business of the

Polytechnic University of the Philippines.

The descriptive research method was used in this research in gathering

information.

The researchers used questionnaires as a research instrument.

The respondents are the 223 marketing students in the college of

business of Polytechnic University of the Philippines who have watched teleserye

in any TV Station.

The research venue where the study was conducted is the Mabini,

Campus of Polytechnic University of the Philippines.

The statistical treatment utilized in the analysis and interpretation of the

data gathered are percentage and weighted mean.

More specifically, this study sought answers to the following sub-

problems:

1. What is the profile of the respondents in terms of the following aspects:

1.1 sex

1.2 age

1.3 year level

1.4 type of student

1.5 television station/channel being watched/ watched

2. How did the respondents assess the effects of Network’s teleserye in terms of

the following aspects:

2.1 types of product bought or purchased

2.2 frequency of buying the product

2.3 stores where products are regularly bought

2.4 number of pieces of product purchased

3. Is there a significant difference in the assessment of the respondents on the

effects of Networks’ teleserye to the buying behavior of marketing students of the


their profile.

91

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

Polytechnic University of the Philippines in terms of Networks’ teleserye that

influences their buying behavior.

4.1 unavailability of the product in the store

4.2 forced to buy the product even if it is expensive

4.3 tendency to become brand conscious

4.4 buying products not suited to one’s need

4.5 buying products irrationally

The hypothesis was tested:

There is a difference in the assessment of the respondents on the effects

of Network’s teleserye to the buying behavior of marketing students of the


profile.

Findings

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

the summary of findings is shown.

1. Profile of the Respondents

Out of 223 respondents, 132 (59.19%) are female while male

respondents are 91 (40.81%) of the total respondents. As to age,

92

Respondents’ from ages 18-20 years old constituted the biggest

population with 127 (56.95%). Respondents in the age group between 15-

17 years old came up second with 82 (36.77%), followed by respondents

in the age group of 21-23 years old with 11 (4.93%) then respondents

belonging to the age group 27-30 years old with 2 (0.9%), while

respondents belonging to 24-26 years old constituted the least population

with 1 (0.44%). As to year level, Second year students has the greatest

frequency with 72 (33.29%). Followed by third year students with 65

(29.15%). The fourth year students ranked third with the frequency of 53

(23.77%) while the first year student has the lowest frequency with 33 or

14.8 respondents. As to the type of student, majority of the respondents

are full time students, while 27 (12.11%) of the respondents are working

students. As to TV station being watched, Channel 2 has the biggest

number of viewers with 120 (53.81%). Channel 7 come up second with 74

(13.19%) of viewers and channel 5 has the lowest number of viewers with

29 (13%).

2. Respondents’ Assessment of the Effects of Network’s Teleserye to

the Buying Behavior of Marketing Major Students of Polytechnic

University of the Philippines.

In terms of the types of product bought, majority of the respondents

states that there is a moderate effect on the types of products bought with 72

(32.29%), followed by great effect with 55 (24.66%), next is very great effect

93

with 39 (17.49%), then less/little effect with 32 (14/35%) while 25 (11.21%)

respondents state that there is no effect on types of products bought or

purchased.

The researchers found out the effect of teleserye to the buying behavior of

marketing students of Polytechnic University of the Philippines according to types

of product bought or purchased as to sex. The result shows that one hundred

thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent

(59.19%) of two hundred twenty three (223) respondents are females. Fifty three

(53) or twenty three and seventy seven hundredths percent (23.77%) of those

female respondents answered that teleserye has “moderate effect” in terms of

the type product they usually bought. Thirty three (33) or fourteen and eighteen

hundredths percent (18%) of them said that it has “great effect” in the types of

product they purchased. While twenty five (25) or eleven and twenty one

hundredths percent (11.21%) stated that it has “very great effect” when it comes

in the type of the product they avail. Twelve (12) or five and thirty eight

hundredths percent (5.38%) of those respondents said that it has “less effect” in

the types of the product they bought. The remaining nine (9) or four and three

hundredths percent (4.03%) of them has “no effect” in the types of product they

purchased.

Ninety one (91) or forty and eighty one hundredths percent (40.81%) of

two hundred twenty three (223) respondents were male. Majority of them consist

of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said

that teleserye has “moderate effect” in the types of product they bought. Twenty

94

three (23) or ten and thirty one hundredths percent (10.31%) of men respondents

stated that it has “great effect” in considering that types of product they

purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%)

of them answered that it has “very great effort” in terms of the type of product

they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said

that it has “less effort” when it comes of the type of product they usually both.

The remaining ten (10) or four and forty eight hundredths percent (4.48%) of

males were stated that it has “no effect” in buying the product according to its

type.

The survey results that one hundred twenty seven (127) or fifty six and

ninety five hundredths percent (56.95%) out of two hundred twenty three (223)

respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48)

or twenty one and fifty two hundredths percent (21.52%) of them said that

teleserye has “moderate effect” in purchasing a product according to its type.

Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these

respondents were stated that it has “great effort” in the types of product they

usually bought. While nineteen (19) or eight and fifty two hundredths percent

(8.52%) of them answered that it has “great effect” in availing the product when it

comes of its type. Thirteen (13) or five and eighty three hundredths percent

(5.83%) of them said that it has “less effect” in terms of the type of the product

they purchased. The remaining eleven (11) or four and ninety three hundredths

percent (4.93%) of them said that it has definitely “no effect” when they bought a

product according to its type.

95

Ages fifteen(15) to seventeen (17) years old which consist of eighty two

(82) or thirty six and seventy seven hundredths percent (36.77%) respondents.

Majority of these teens which is forty two (42) or eighteen and eighty three

hundredths percent (18.83%) said that teleserye has “no effect” in buying the

products according to its type. Thirty (30) or thirteen and forty five hundredths

percent (13.45%) stated that it has “moderate effect” in terms of the type of the

product they usually bought. Twenty one (21) or nine and forty two hundredths

percent (9.42%) answered it as “great effect” in the type of product they avail.

While, nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it

has “very great effect” in purchasing a product in terms of its type. The remaining

eight (8) or three and fifty nine hundredths percent (3.59%) were said that it has

“less effect” in availing the product according to its type.

Eleven (11) or four and ninety three percent (4.93%) of those respondents

were ages twenty one (21) to twenty three years old. Five (5) or two and twenty

hundredths percent (2.24%) of them said that teleserye has “moderate effect” in

buying a product when it comes to its type. Three (3) or one and thirty three

hundredths percent (1.33%) answered that it has “very great effect” in the types

of product they usually bought, while two (2) or ninety hundredths percent

(0.90%) stated that it has “less effect” in terms of the type of product they

purchased. Only one (1) or four hundredths percent (0.04%) said that it has

“great effect” in purchasing a product where it comes to its type and no one

answered that it has “no effect” in purchasing a product.

96

Two (2) or eight and ninety six hundredths percent (8.96%) of the total

respondents are in ages twenty seven (27) to thirty (30) years old. One (1) or four

hundredths percent (0.04%) of the respondents said that the teleserye has “very

great effect” in purchasing a product according to its type. While the other one (1)

or four hundredths percent (0.04%) said that it has “great effort” in the type of

product the usually bought.

One from ages twenty four (24) to twenty six (26) years old or four

hundredths percent (0.04%) said that it has “great effect” in buying a product in

terms of its type.

Second year students were the dominant respondents which has a

frequency of seventy (72) or thirty two and twenty nine hundredths percent

(32.29%) of the total respondents. Twenty seven (27) or twelve and eleven

hundredths percent (12.11%) of them said that teleserye has “moderate effect”

purchasing a product according to its type. Twenty two (22) or nine and eighty

seven hundredths percent (9.87%) of them stated that it has “great effect” in the

types of the product they usually bought. Fifteen (15) or six and seventy three

hundredths percent (6.73%) said that it has “very great effect” in availing a

product when it comes to its type. Five (5) or two and twenty four hundredths

percent (2.24%) of them answered that it has “less effect” in the type of product

they purchased. The remaining three (3) or one and thirty five hundredths

percent (1.35%) said that it has totally “no effect” in the type of products they

avail.

97

Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the

total respondents were third year students. Twenty two (22) or nine and eighty

seven hundredths percent (9.87%) of the third year students stated that teleserye

has “moderate effort” in the types of product they usually bought. Twenty (20) or

eight and ninety seven hundredths percent (8.97%) of the respondents said that

it has “great effect” in purchasing a product in terms of its type. While, eleven

(11) or four and ninety three hundredths percent (4.93%) of them answered that

it has “very great effect” in the types of product they purchased. Eight (8) or three

and fifty nine hundredths percent (3.59%) said that it has “less effective” in

buying a product in terms of its type. The remaining four (4) or one and seventy

nine hundredths percent (1.79%) said that it has definitely “no effect” in the types

of product they avail.

Fourth year students have the frequency of fifty three (53) or twenty three

and seventy seven hundredths percent (23.77%) out of the total respondents.

Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated

that teleserye has “moderate effect” whenever they buy a product according to its

type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said

that it has “great effect” in buying a product when it comes to its type. While,

seven (7) or three and fourteen hundredths percent (3.14%) answered that it has

“very great effect” in the types of product they purchased. Six (6) or two and sixty

nine hundredths percent (2.69%) said that it has “less effect” in buying the

product according to its type. The remaining three (3) or one and thirty five

98

hundredths percent (1.35%) stated that it has definitely “no effect” in the types of

product they usually bought.

First year students have the frequency of thirty three (33) or fourteen and

eighty hundredths percent (14.80%) out of the total respondents. Both “very great

effect” and “moderate effect” has an equal frequency which is ten (10) or four and

forty eight hundredths percent (4.48%) answered by the first year students. Eight

(8) or three and fifty nine hundredths percent (3.59%) said that it has “less effect”

in the types of product they bought. Lastly, five (5) or two and twenty four

hundredths percent (2.24%) stated that it has “great effect” in buying a product

according to its type”.

The researcher found out the effect of teleserye to the buying behavior of

marketing students of Polytechnic University of the Philippines according to types

of product bought or purchased as to sex. The result shows that one hundred

thirty two (132) which is equivalent to fifty nine and nineteen hundredths percent

(59.19%) of two hundred twenty three (223) respondents are females. Fifty three

(53) or twenty three and seventy seven hundredths percent (23.77%) of those

female respondents answered that teleserye has “moderate effect” in terms of

the type product they usually bought. Thirty three (33) or fourteen and eighteen

hundredths percent (18%) of them said that it has “great effect” in the types of

product they purchased. While twenty five (25) or eleven and twenty one

hundredths percent (11.21%) stated that it has “very great effect” when it comes

in the type of the product they avail. Twelve (12) or five and thirty eight

hundredths percent (5.38%) of those respondents said that it has “less effect” in

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the types of the product they bought. The remaining nine (9) or four and three

hundredths percent (4.03%) of them has “no effect” in the types of product they

purchased.

Ninety one (91) or forty and eighty one hundredths percent (40.81%) of

two hundred twenty three (223) respondents were male. Majority of them consist

of twenty five (25) or eleven and twenty one hundredths percent (11.21%) said

that teleserye has “moderate effect” in the types of product they bought. Twenty

three (23) or ten and thirty one hundredths percent (10.31%) of men respondents

stated that it has “great effect” in considering that types of product they

purchased. While, twenty (20) or eight and ninety six hundredths percent (8.96%)

of them answered that it has “very great effort” in terms of the type of product

they avail. Thirteen (13) or five and eighty three hundredths percent (5.83%) said

that it has “less effort” when it comes of the type of product they usually both.

The remaining ten (10) or four and forty eight hundredths percent (4.48%) of

males were stated that it has “no effect” in buying the product according to its

type.

The survey results that one hundred twenty seven (127) or fifty six and

ninety five hundredths percent (56.95%) out of two hundred twenty three (223)

respondents are in ages eighteen (18) to twenty (20) years old. Forty eight (48)

or twenty one and fifty two hundredths percent (21.52%) of them said that

teleserye has “moderate effect” in purchasing a product according to its type.

Thirty six (36) or sixteen and fourteen hundredths percent (16.14%) of these

respondents were stated that it has “great effort” in the types of product they

100

usually bought. While nineteen (19) or eight and fifty two hundredths percent

(8.52%) of them answered that it has “great effect” in availing the product when it

comes of its type. Thirteen (13) or five and eighty three hundredths percent

(5.83%) of them said that it has “less effect” in terms of the type of the product

they purchased. The remaining eleven (11) or four and ninety three hundredths

percent (4.93%) of them said that it has definitely “no effect” when they bought a

product according to its type.

Ages fifteen (15) to seventeen (17) years old consist of eighty two (82) or

thirty six and seventy seven hundredths percent (36.77%) respondents. Majority

of these teens which is forty two (42) or eighteen and eighty three hundredths

percent (18.83%) said that teleserye has “no effect” in buying the products

according to its type. Thirty (30) or thirteen and forty five hundredths percent

(13.45%) stated that it has “moderate effect” in terms of the type of the product

they usually bought. Twenty one (21) or nine and forty two hundredths percent

(9.42%) answered it as “great effort” in the type of product they avail. While,

nineteen (19) or eight and fifty two hundredths percent (8.52%) said that it has

“very great effect” in purchasing a product it terms of its type. The remaining

eight (8) or three and fifty nine hundredths percent (3.59%) said that it has “less

effect” in availing the product according to its type.

Eleven (11) or four and ninety three percent (4.93%) of those respondents

were ages twenty one (21) to twenty three years old. Five (5) or two and twenty

hundredths percent (2.24%) of them said that teleserye has “moderate effect” in

buying a product when it comes to its type. Three (3) or one and thirty three

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hundredths percent (1.33%) answered that it has “very great effect” in the types

of product they usually bought, while two (2) or ninety hundredths percent

(0.90%) stated that it has “less effect” in terms of the type of product they

purchased. Only one (1) or four hundredths percent (0.04%) said that it has

“great effect” in purchasing a product where it comes to its type and no one

answered that it has “no effect” in purchasing a product.

Two (2) or eight and ninety six hundredths percent (8.96%) of the total

respondents were in ages twenty seven (27) to thirty (30) years old. One (1) or

four hundredths percent (0.04%) of the respondents said that the teleserye has

“very great effect” in purchasing a product according to its type. While the other

one (1) or four hundredths percent (0.04%) said that it has “great effort” in the

type of product the usually bought.

One from ages twenty four (24) to twenty six (26) years old or four

hundredths percent (0.04%) said that it has “great effect” in buying a product in

terms of its type.

Second year students were the dominant respondents which has a

frequency of seventy (72) or thirty two and twenty nine hundredths percent

(32.29%) of the total respondents. Twenty seven (27) or twelve and eleven

hundredths percent (12.11%) of them said that teleserye has “moderate effect”

purchasing a product according to its type. Twenty two (22) or nine and eighty

seven hundredths percent (9.87%) of them stated that it has “great effect” in the

types of the product they usually bought. Fifteen (15) or six and seventy three

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hundredths percent (6.73%) said that it has “very great effect” in availing a

product when it comes to its type. Five (5) or two and twenty four hundredths

percent (2.24%) of them answered that it has “less effect” in the type of product

they purchased. The remaining three (3) or one and thirty five hundredths

percent (1.35%) said that it has totally “no effect” in the type of products they

avail.

Sixty five or twenty nine and fifteen hundredths percent (29.15%) of the

total respondents were third year students. Twenty two (22) or nine and eighty

seven hundredths percent (9.87%) of the third year students stated that teleserye

has “moderate effort” in the types of product they usually bought. Twenty (20) or

eight and ninety seven hundredths percent (8.97%) of the respondents said that

it has “great effect” in purchasing a product in terms of its type. While, eleven

(11) or four and ninety three hundredths percent (4.93%) of them answered that

it has “very great effect” in the types of product they purchased. Eight (8) or three

and fifty nine hundredths percent (3.59%) said that it has “less effective” in

buying a product in terms of its type. The remaining four (4) or one and seventy

nine hundredths percent (1.79%) said that it has definitely “no effect” in the types

of product they avail.

Fourth year students have the frequency of fifty three (53) or twenty three

and seventy seven hundredths percent (23.77%) out of the total respondents.

Twenty five (25) or eleven and twenty one hundredths percent (11.21%) stated

that teleserye has “moderate effect” whenever they buy a product according to its

type. Twelve (12) or five and thirty eight hundredths percent (5.38%) of them said

103

that it has “great effect” in buying a product when it comes to its type. While,

seven (7) or three and fourteen hundredths percent (3.14%) answered that it has

“very great effect” in the types of product they purchased. Six (6) or two and sixty

nine hundredths percent (2.69%) were said that it has “less effect” in buying the

product according to its type. The remaining three (3) or one and thirty five

hundredths percent (1.35%) stated that it has definitely “no effect” in the types of

product they usually bought.

First year students have the frequency of thirty three (33) or fourteen and

eighty hundredths percent (14.80%) out of the total respondents. Both “very great

effect” and “moderate effect” has an equal frequency which is ten (10) or four and

forty eight hundredths percent (4.48%) answered by these freshmen. Eight (8) or

three and fifty nine hundredths percent (3.59%) said that it has “less effect” in the

types of product they bought. Lastly, five (5) or two and twenty four hundredths

percent (2.24%) stated that it has “great effect” in buying a product according to

its type.

As to frequency of buying the product, majority of the respondents stated

that there is a moderate effect with 79 (35.43%) on the extent of impact in terms

of the frequency of buying product, second is great effect with 51 (22.87%), third

is less/little effect with 43 (19.28%), fourth is very great effect with 24 (10.76%),

and no effect which constituted the least frequency with 26 (11.66%).

Out of ninety-one (91) male respondents or forty point eighty-one percent

(40.81%), forty-one (41) or eighteen point thirty-nine percent (18.39%) stated that

104

there is a moderate effect. Followed by, twenty-four (24) or ten point seventy-six

percent (10.76%) stated that there is a great effect. Next, thirteen (13) or five

point eighty-two (5.82%) stated that there is no effect. And then, twelve (12) or

five point thirty-eight percent (5.38%) stated that there is a very great effect.

Lastly, nine (9) or four point zero four percent (4.04%) stated that there is a

less/little effect. Out of one hundred thirty-two (132) female respondents or fifty-

nine point nineteen percent (59.19%), fifty-seven (57) or twenty-five point fifty-six

percent (25.56%) stated that there is a moderate effect. Thirty-five (35) or fifteen

point seven percent (15.7%) stated that there is a great effect. Nineteen (19) or

eight point fifty-two percent (8.52%) stated that there is a less/little effect.

Eighteen (18) or eight point zero seven percent (8.07%) stated that there is no

effect. Eight (8) or three point nine percent (3.9%) had experienced a very great

effect on the frequency of buying the product.

Out of eighty-two (82) respondent ages 15-17 yrs. old or thirty-six point

seventy-seven percent (36.77%), thirty-four (34) or fifteen point twenty-five

percent (15.25%) stated that there is a moderate effect. Twenty (20) or eight

point ninety-seven percent (8.97%) stated that there is a great effect. Thirteen

(13) or five point eighty-two (5.82%) stated that there is less/little effect. Twelve

(12) or five point thirty-eight percent (5.38%) stated that there is a very great

effect. Three (3) or one point thirty-five percent (1.35%) stated that there is no

effect. Out of one hundred twenty-seven (127) respondent ages 18-20 yrs. Old or

fifty-six point ninety-five percent (56.95%), forty-eight (48) or twenty-one point

fifty-two percent stated that there is a moderate effect. Thirty-one (31) or thirteen

105

point ninety percent (13.90%) stated that there is a great effect. Twenty (20) or

eight point ninety-six percent (8.96%) stated that there is a less/little effect.

Eleven (11) or four point ninety-three percent (4.93%) stated that there is no

effect. Seven (7) or three point fourteen percent (3.14%) had experienced a very

great effect on the frequency of buying the product. Out of eleven (11)

respondent ages 21-23 yrs. old or four point ninety-three percent (4.93%), five (5)

or two point twenty-four percent (2.24%) stated that there is a less/little effect.

Three (3) or one point thirty-four percent (1.34%) stated that there is a moderate

effect. Two (2) or zero point eighty percent (0.80%) stated that there is a great

effect. One (1) or zero point zero four percent (0.04%) had experienced no effect

on the frequency of buying the product. One (1) respondent age 24-26 yrs. old or

four point forty-eight percent (4.48%), one (1) or zero point zero four percent

(0.04%) had experienced a moderate effect on the frequency of buying the

product. Out of two (2) or eight point ninety-six percent (8.96%), one (1) or zero

point zero four percent (0.04%) had experienced a moderate effect and less/little

effect on the frequency of buying the product.

Out of thirty three (33) or fourteen point eight percent (14.8%) first year

respondents, nineteen (19) or eight point fifty two percent (8.52%) stated that

there is a moderate effect. Six (6) or two point sixty nine percent (2.69%) stated

that there is a very great effect and, six (6) or two point sixty nine percent

(2.69%) stated that there is a great effect. Next, one (1) or zero point zero four

percent (0.04%) stated that there is a less/little effect. One (1) or point zero four

percent (0.04%) stated that there is no effect on the frequency of buying the

106

product. Out of seventy two (72) or thirty two point twenty nine percent (32.29%)

second year respondents, twenty seven (27) or twelve point eleven percent

(12.11%) stated that there is a moderate effect. Twenty three (23) or ten point

thirty one percent (10.31%) stated that there is a great effect. Eleven (11) or four

point ninety three percent (4.93%) stated that there is a less/little effect. Seven

(7) or three point thirteen percent (3.13%) stated that there is a very great effect.

Lastly, six (6) or two point seven percent (2.7%) stated that there is no effect on

the frequency of buying the product. Out of sixty five (65) third year respondents

twenty five (25) or eleven point twenty one percent (11.21%) had a moderate

effect, seventeen (17) or seven point sixty two percent (7.62%) had a very great

effect, fourteen (14) or six point twenty eight (6.28%) had less/little effect, six (6)

or two point seven percent (2.7%) had no effect and three (3) or one point thirty

five percent (1.35%) had great effect. Out of fifty three (53) fourth year

respondents twenty nine (29) or thirteen point zero one percent (13.01%) had

moderate effect, ten (10) or four point forty eight percent (4.48%), eight (8) or

three point fifty nine percent (3.59%) had great effect, three (3) or one point thirty

five percent (1.35%) had a very great effect and three (3) or one point thirty five

percent (1.35%) had no effect.

Out of twenty seven (27) working students or twelve point eleven

(12.11%), seventeen (17) working students or seven point sixty-two percent

(7.62%) states that there is a moderate effect. Followed by, nine (9) or four point

zero four percent (4.04%) states that there is a great effect. Next, seven (7) or

three point fourteen percent (3.14%) states that there is less/little effect. And

107

then, three (3) or one point thirty-five percent (1.35%) stated that there is no

effect. One (1) or point zero four percent (0.04%) had experienced a very great

effect on the frequency of buying the product. Forty one (41) or eighteen point

thirty nine percent (18.39%) stated that there is a great effect. Thirty five (35) or

fifteen point seven percent (15.7%) stated that there is a less/little effect. Twenty

(20) or eight point ninety-seven percent (8.97%) stated that there is a very great

effect. Fourteen (14) or six point twenty-eight percent (6.28%) stated that there is

no effect on the frequency of buying the product.

Out of one hundred twenty (120) respondents of ABS-CBN televiewers or

fifty-three point eighty-one percent (53.81%), fifty seven (57) or twenty five point

fifty-six percent (25.56%) had a moderate effect. Thirty three (33) or four point

eighty percent (4.80%) had a great effect. Fifteen (15) or six point seventy three

percent (6.73%) had a less/little effect. Twelve (12) or five point thirty eight

percent (5.38%) had no effect. Nine (9) or four point zero four percent (4.04%)

had a very great effect on the frequency of buying the product. Out of twenty-nine

(29) respondents of TV5 televiewers or thirteen percent (13%), nine (9) or four

point zero four percent (4.04%) had a moderate effect. Nine (9) or four point zero

four percent (4.04%) had a very great effect. Seven (7) or three point fourteen

percent (3.14%) had less/little effect. Four (4) or one point seventy nine percent

(1.79%) had a very great effect on the frequency of buying the product. Out of

seventy four (74) respondents of GMA televiewers or three point eighteen

percent (3.18%), thirty three (33) or fourteen point eighty percent (14.80%) had a

moderate effect. Seventeen (17) or seven point sixty two percent (7.62%) had a

108

great effect. Nine (9) or four point zero four percent (4.04%) had a very great

effect. Nine (9) or four point zero four percent (4.04%) had a less/little effect. Six

(6) or two point sixty nine percent (2.69%) had no effect on the frequency of

buying the product.

As to stores where the products are regularly bought, majority of the

respondents stated that there is moderate impact with 73 (32.74%), great effect

with 52 (23.32%), less/little effect with 36 (16.14%), then very great effect with 33

(14.80%), 29 (13%) of the respondents stated that there is no effect on the extent

of impact in terms of stores where the products are regularly bought.

As to number of pieces of products purchased, most of the respondents

stated that there is moderate effect with 78 (34.98%) on the extent of impact in

terms of the number of pieces of products purchased, less/little effect with 51

(22.87%), great effect with 33 (14.80%), no effect with 32 (14.35%) while very

great effect constituted least extent of impact in terms of number of pieces of

products purchased with 29 (13%).

Out of ninety one (91) male respondents, forty one (41) or eighteen point

thirty nine percent (18.39%) stated moderate effects, twenty four (24) or ten point

seventy six percent (10.76%) stated great effects, thirteen (13 ) or five point

eighty two percent (5.82%) stated no effect, and then twelve (12 ) or five point

thirty eight percent (5.38%) stated very great effect and lastly nine, (9) or four

point zero four (4.04%) stated less/ little effect. Out of one hundred thirty two

(132) female respondents fifty seven (57) or twenty five point fifty six percent

109

(25.56%) stated moderate effect, thirty five (35) or fifteen point seven percent

(15.7%) stated great effect next nineteen (19) or eight point fifty two percent

(8.52%) stated less/ little effect, and then eighteen (18) or eight point zero seven

percent (8.07%) stated no effect and lastly eight (8) or three point nine percent

(3.9%) stated very great effect.

Out of eighty two (82) or thirty six point seventy seven percent (36.77%)

respondents from ages 15- 17 years old, thirty four (34) or fifteen point twenty

five percent (15.25%) stated moderate effect, twenty (20) or eight point eighty

seven percent (8.97%) stated great effect and thirteen (13) or fifty two point

eighty two percent (5.82%) stated less/ little effect and lastly, three (3) or one

point thirty five percent (1.35%) stated no effect. Out of one hundred twenty

seven ( 127) or fifty six point ninety five percent (56.95%) respondents from ages

18- 20 years old, forty eight (48) or twenty one point fifty two percent (21.52%)

stated moderate effect, thirty one (31) or thirteen point ninety percent (13.90%)

stated great effect, twenty (20) or eight point ninety six percent (8.96%) stated

less/ little effect, eleven (11) or four point ninety three percent (4.93%) stated no

effect and seven (7) or three point fourteen percent (3.14%) stated very great

effect. Out of eleven (11) or four point ninety three percent) 4.93% respondents

from ages 21-23 years old, five (5) or two point twenty four percent (2.24%)

stated less/ little effect, followed by three (3) or one point thirty four percent

(1.34%) stated moderate effect, next two (2) or zero point eighty percent ( 0.80%)

stated great effect and one (1) or zero point zero four percent (0.04%) stated no

effect and no respondents stated very great effect. Out of one (1) or four point

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forty eight percent (4.48%) respondents from ages 24-26 years old, only one (1)

or zero point zero four percent (0.04%) stated moderate effect. Out of two (2) or

eight point ninety six (8.96%) respondents from ages 27-30 years old, one (1) or

zero point zero four percent (0.04%) stated moderate effect and the other one (1)

or zero point zero four percent (0.04%) stated less/ little effect.

Out of thirty three (33) or fourteen point eight percent (14.8%) first year

respondents, nineteen (19) or zero point fifty two percent (0.52%) stated

moderate effect, followed by six (6) or two point sixty nine percent (2.69%) stated

great effect, six (6) or two point sixty nine percent (2.69%) stated very great

effect, and one (1) or zero point zero four percent (0.04%) stated no effect and

one (1) or zero point zero four percent (0.04%) states less/ little effect. Out of

seventy two (72) or thirty two point twenty nine percent (32.29%) second year

respondents, twenty seven (27)or twelve point eleven percent (12.11%) stated

moderate effect, followed by twenty three (23) or ten point thirty one percent

(10.31%) stated great effect, eleven (11) or four point ninety three percent

(4.93%) stated less/ little effect and then seven (7) or three point thirteen percent

(3.13%) stated very great effect, and six (6) or two point seven percent (2.7%)

stated no effect. Out of sixty five (65) or twenty nine point fifteen percent

(29.15%) third year respondents, twenty five (25) or eleven point twenty one

percent (11.21%) stated moderate effect, seventeen (17) or seven point sixty two

percent (7.62%) stated great effect, fourteen (14) or six point twenty eight

(6.28%) stated less/little effect, and then six (6) or two point seven percent

(2.7%) stated no effect, and three (3) or one point thirty five percent (1.35%)

111

stated very great effect. Out fifty three (53) or twenty three point seventy seven

percent (23.77% ) forth year respondents, twenty nine (29) or thirteen point zero

one percent (13.01%) stated moderate effect, ten (10) or four point forty eight

percent (4.48%) stated less/ little effect, eight (8 ) or three point fifty nine percent

(3.59%) stated great effect, and then three (3) or one point thirty five percent

(1.35%) stated very great effect and lastly, three (3) or one point thirty five

percent (1.35%) stated no effect.

Out of twenty five (25) or eleven point twenty one percent (11.21%)

working students, seventeen (17) or seven point sixty two percent (7.62%) stated

moderate effect, nine (9 )or four point zero four percent (4.04%) stated great

effect, seven (7) or three point fourteen (3.14%) stated less/little effect, and three

(3) or one point thirty five percent (1.35%) stated no effect and, one (1) or zero

point zero four percent (0.04%) stated very great effect. Out of one hundred

ninety six (196) or eighty seven point eighty nine percent (87.89%) full time

students, eighty six (86) or thirty eight point fifty seven percent (38.57%) stated

moderate effect, forty one (41) or eighteen point thirty nine percent (18.39%)

stated great effect, thirty five (35) or fifteen point seven percent (15.7%) stated

less/ little effect, twenty (20) or eight point ninety seven percent (8.97%) stated

very great effect and, fourteen (14) or six point twenty eight percent (6.28%)

stated no effect.

Out of one hundred twenty (120) or fifty three point eighty one percent

(53.81%) preferred ABS-CBN, fifty seven (5) or twenty five point fifty six percent

(25.56%) states moderate effect, thirty three (33) or four point eighty percent

112

(4.80%) stated great effect, fifteen (15) or six point seventy three percent (6.73%)

stated less/ little effect, twelve (12) or five point thirty eight percent (5.38%)

stated no effect, and nine (9) or four point zero four percent (4.04%) stated very

great effect. Out of twenty nine (29) or thirteen percent (13%) preferred TV5, nine

(9) or four point zero four percent (4.04%) stated great effect, nine (9) or four

point zero four percent (4.04%) stated moderate effect, seven (7) or three point

fourteen percent (3.14%) stated less/ little effect, four (4) or one point seventy

nine percent (1.79%) stated very great effect, no one stated no effect. Out of

seventy four (74) or three point eighteen percent ( 3.18%) preferred GMA, thirty

three (33) or fourteen point eighty (14.80%) stated moderate effect, 17 or 7.62%

stated great effect, 9 or 4.04% stated very great effect, and 9 or 4.04% stated

less/ little effect and 6 or 2.69% stated no effect. Out of two hundred twenty three

(223) respondents, seventy three ( 73) or thirty two point seventy four percent

(32.74%) stated moderate effect, fifty two(52) or twenty three point thirty two

percent (23.32%) stated great effect, next, thirty six (36) or sixteen point sixty

four percent (16.64%) stated less/ little effect, thirty three ( 33) or fourteen point

eighty percent (14.80%) stated very great effect, and lastly, twenty nine (29) or

thirteen percent (13%) stated no effect.

Out of 91 male respondents, 41 (18.39%) males has moderate effect, 24

(10.76%) males has a great effect, 12 (5.38%) males very great effect, 9 (4.04%)

males has little/less effect and 5 (2.24%) has no effect. Out of 132 female

respondents 57 (25.56%) females has moderate effect, 35 (15.70%) females has

great effect, 19 (8.52%) females has less/little effect, 13 (5.83%) female has no

113

effect and 8 (3.59%) females has very great effect on the extent of impact on

stores where products are regularly bought.

Out of 82 respondents age 15-17, 37 (16.59%) has moderate effect, 21

(9.42%) has great effect, 11 (4.93%) has very great effect, 9 (4.04%) has

less/little effect and 4 (1.79%) has no effect. Out of 127 respondents age 18-20,

56 (25.11%) has moderate effect, 33 (14.80%) has great effect, 17 (7.62%) has

little/less effect, 14 (6.28%) has no effect and 7 (3.14%) has very great effect.

Out of 11 respondents age 21-23, 5 (2.24%) has moderate effect, 3 (1.35%) has

very great effect, 2 (0.90%) has less/little effect, 1 (0.45%) has very great effect

and 0 has no effect. 1 (0.45%) as moderate effect. Out of 2 respondents, 2

(0.90%) has great effect on the extent of impact on stores where products are

regularly bought.

Out of 33 first year respondents, 16 (7.17%) has great effect, 10 (4.48%)

has moderate effect, 6 (2.69%) has very great effect, 1 (0.45%) has less/little

effect and 0 has no effect. Out of 72 second year respondents, 34 (15.25%) has

moderate effect, 20 (8.97%) has great effect, 10 (4.48%) has less/little effect, 7

(3.14%) has very great effect and 1 (0.45%) has no effect. Out of 65 third year

respondents, 22 (9.87%) has moderate effect, 18 (18.07%) has great effect, 11

(4.93%) has less/little effect, 9 (4.04%) has no effect and 5 (2.24%) has very

great effect. Out of 53 fourth year respondents, 29 (13%) has moderate effect, 10

(4.48%) has great effect, 7 (3.14%) has less/little effect, 5 (2.24%) has no effect

and 2 (0.90%) has very great effect on the extent of impact on stores where

products are regularly bought.

114

Out of 25 part time/full time respondents 12 (5.38%) has moderate effect,

5 (2.24%) both had great and less effect, 2 (0.9%) has very great effect and 1

(0.45%) has no effect. Out of 2 call center agents respondents, 2 (0.9%) has very

great effect, and 0 had great, moderate, less and no effect. Out of 196

unemployed respondents, 86 (38.57%) has moderate effect, 50 (22.42%) has

great effect, 24 (10.76%) has less effect and 19 (8.52%) has very great effect, 17

(7.62%) has no effects.

Out of 120 respondents who preferred ABS-CBN as the TV

station/channel being watched, 57 (25.56%) has a moderate effect, 33 (14.8%)

has great effect, 15 (6.73%) has less effect, 12 (5.38%) has no effect ad 9

(4.04%) has very great effect. out of 29 respondents who preferred TV% as the

TV station/channel being watched, 9 (4.04%) both had great and moderate

effect, 7 (3.14%) has less effect, 4 (1.79%) has very great effect and 0 has no

effect. Out of 74 respondents who preferred GMA as the TV station/channel

being watched, 33 (14.8%) has a moderate effect, 17 (7.62%) has great effect, 9

(4.04%) both had very great and less effect and 6 (2.69%) has no effect.

In terms of extent of impact of number of pieces of products bought out of

91 male respondents, 40 (17.94%) has moderate effect, 20 (8.97%) has less

/little effect, 13(5.83%) has great effect, 12(5.38%) has very great effect and 6

(2.69%) has no effect. Out of 132 female respondents 59(26.46%) has a

moderate effect, 31(13.9%) has less or little effect, 19 (8.52%) has great effect,

16(7.17%) has no effect and 7 (3.14%) has a very great effect.

115

As to age, out of 82 respondents ages from 15-17, 41 (18.39%) has a

moderate effect, 14(6.28%) as a great effect, 12 (5.38%) has less effect, 9

(4.04%) has very great effect, and 6(2.69%) has no effect. Out of 127

respondents ages from 18-20, 56(25.11%) has a moderate effect, 30 (13.45%)

has a less/ little effect, 17 (7.62%) has a great effect, 15(6.73%) has no effect

and 9 (4.04%) has a very great effect. Out of 11 respondents ages 21-23,

5(2.24%) had less effect, 3(1.35%) had moderate effect, 2 (0.90%) has a great

effect, 1 (0.45%) had no effect, and 0 had very great effect. Out of 1 respondents

ages from 24-26, 1(0.45%) has no effect, and 0 had very great effect, moderate

and less effect. Out of 2 respondents ages from 27-30, 1(0.45%) both had less

and no effect and 0 had very great, great and moderate effects.

According to sex, 40(17.94%) of male and 59(26.46%) of female evaluate

that teleserye has a moderate effect. It’s followed by 20(8.97%) of male and

31(13.9%) of female respondents said that it has less effect. 13(5.83%) of

19(8.52%) female of respondents said that terleserye has a great effect. In the

other hand 12(5.38%) male in respondents evaluate that it has a very great effect

while 16 of female or (7.17%) of the respondents assessed that it has no effect. 6

of male or (2.09%) of respondents has an assessment of no effect while 7

females of (3.14%) has a different assessment with a very great effect. In terms

of age 41(18.39%) most of 15-17 years old and 56(25.11%) in 18-20 years old of

respondents assessed that is has a moderate effect while 5(2.24%) of 21-23

years old said that teleserye has a less effect. Next from 15-17 years old

14(6.28%) in this age rate that teleserye has a great effect, 18-20 years old with

116

30(13.45%) told that it has a less effect while 3(1.35%) of 21-23 years old

appraised that it has a moderate effect. Third from the numbers that 12(5.38%) of

51-17 years old assessed that teleserye has a less effect and 17(7.62%) of 18-20

years old and 2(.90%) 21-23years old of respondents said that it has a great

effect. Next in the arrangement is 9(4.04%) of 15-17 years old of respondents

assessed that teleserye has a very great effect while 15(6.78%) 18-20 yeas old

experience no effect. In group of year levels, most of 1st years with 16(7.7%) ,

36(16.14%) in 2nd year, 21(9.42%) 3rd year and 15(6.37%) of 4th year assessed

that teleserye has a moderate effect. Next is 7(3.41%) 1st year rated that is has a

great effect while 14(6.27%) 2nd year, 19(8.52%) 3rd year and 13(5.83%) 4th year

assessed that it has less effect. Third in the arrangement are 5(2.24%) 1st year

assessed that teleserye has a very great effect while 10(4.48%) of 2nd years said

that it has a great effect, and 10(9.48%) of 3rd year and 8(3.59%) of 4th year

experience no effect. Nat is 9(1.79%) of 1st year has the assessment of less

effect while second year with 9(4.04%) said teleserye has a very great effect and

9(4.04%) 3rd year and 6(2.69%) said that I has a great effect. Least of the

numbers of 1st year with 1(.04%) and 3(1.35%) 2nd year has an assessment of no

effect while 3rd year with 6(2.69%) and 4th year with 1 (.40%) experienced very

great effect. According to employment, Part/Fulltime employed respondents’’

highest number with 12(5.38%) and 81(36.32%) of unemployed said that

teleserye has a moderate effect while all call center agents with a number of

2(0.08%) in the respondents said that it has less effect. Next form the largest

Part/Fulltime employed with 6(2.69%) and unemployed with 44(19.73%) said that

117

it has less effect. 5(2.24%) Part/Fulltime said that it has a very great effect while

30(13.45%) of unemployed said that it has a great effect. Part/Fulltime employed

with 1(.04%) said that it has a great effect and no effect while 21(9.42%)

unemployed, that is least of them said that it has very great effect. In terms of the

TV channel, most number who watched at ABS-CBN with 53(23.77%), TV5 with

10(4.48%) and GMA with 32 (14.35%) ssessed that teleserye has a moderate

effect. Second to the largest of ABS-CBN with 31(13.90%) and GMA with

15(6.37%) said that teleserye has less effect whike in TV5 with 5(2.24%) said

that it has a great effect. The third form the largest of number of viewers in ABS-

CBN with 14(6.28%) and in GMA with 12(5.28%) said that it has a great effect

while TV5 with 3(1.53%) said that it has a less effect. Second to the least

numbers of viewers in ABS-CBN with 14(6.27) said that it has no effect while in

GMA with 8(3.59%) said that it ha a very great effect. The least number of the

viewers from ABS-CBN with 8(3.59%) and in TV5 with 1(.04%) said that it has a

great effct while the least in GMA with 7(3.14% said that it has no effect. There is

a difference in the assessment of the respondents in the number of piecesof

product purchased according to their profile.

3. There is a difference in the assessment of the respondents in the effects

of Networks’ Teleserye to the buying behavior of the marketing major

students in the Colleges of Business of the Polytechnic University of the

Philippines.

118

4. Problems Encountered by the Respondents Relative to the Effects of

Networks’ Teleserye to their Buying Behavior

Unavailability of the products in the store constituted the biggest

percentage with 73 (32.74%), followed by tendency to become brand

conscious with 72 (32.29%), while buying products irrationally landed third

place with 55 (24.66%), then buying products not suited to ones’ need with

54 (24.22%) and 45 (20.18%) respondents considers forced to buy the

product even if it is expensive as one of the problems they encountered

relative to the effects of networks’ teleserye to their buying behavior.

Conclusion

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

1. Majority of the respondents are female. Respondents belonging to age group

18-20 years old constituted the greatest number. Majority of the respondents

were second year students. Majority of the respondents works as a part time or

full time. Most of the respondents prefer to watch channel 2.

2. Majority of the respondents considered that there is moderate effect on the

extent of impact to their buying behavior on the types of products bought. Most of

the respondents agree that there is a moderate effect on the extent of impact in

terms of frequency of buying the product. The biggest number of respondents

states that there is a moderate effect on the extent of impact in terms of the

119

stores where the products are regularly bought. Respondents consider most that

there is a moderate effect on the extent of impact in terms of the number of

pieces of products purchased.

Majority of Male and Female respondent constitute the highest vote in

moderate effect in terms of types of products bought or purchased.

In terms of the types of products bought or purchased states that

respondent from ages 15-17 years, majority states that they were not affected.

From 18-20 years of age, majority were affected moderately. Majority of the

respondents ages 21-23 years states that they were moderately affected,

respondent ages 24-26 years experienced a great effect and respondents ages

27-30 years states that they had a great and very great affected.

As to year level in terms of the types of products bought or purchased

states that Majority of the 1st year students had a very great effect and moderate

effect. While 2nd year, 3rd year and 4th year students states that they were

moderately affected.

Majority of the respondents has a moderate effect on the assessment of

the effects of network’s teleserye to the buying behavior of marketing major

students in terms of stores where the products are regularly bought.

Majority of the male respondents has a great effect in terms of the stores

where the products are regularly bought as to their sex. Greatest number of

female respondents has a moderate effect towards the stores where the products

are regularly bought based on their sex.

120

Majority of the respondents ages from 15 to 17 years old has a moderate

effect, the predominant part of the respondents ages from 18 to 20 years old also

has a moderate effect, greatest number of respondents ages from 21 to 23 years

old has a moderate effect, biggest part of the respondents ages from 24 to 26

years old has a moderate effect and the largest part of respondents ages from

27 to 30 years old has a great effect on the stores where the products are

regularly bought according to their age.

Majority of the respondents who are in their first year level has a great

effect, largest part of the respondents who are in their second year level has a

moderate effect, predominant part of the third year respondents has a moderate

effect, and greatest number of the fourth year respondents has a moderate effect

in terms of the stores where the products are regularly bought as to their year

level.

Majority of the respondents who are working in part time/fulltime has a

moderate effect, biggest share of the respondents who are working as a call

center agent has a great and moderate effect, and greatest number of the

respondents who are unemployed has a moderate effect on the stores where the

products are regularly bought based on their employment.

Majority of the respondents who preferred ABS-CBN has a moderate

effect, predominant part of the respondents who preferred TV5 has a moderate

effect, and greatest number of the respondents who preferred GMA has a

moderate effect in terms of the stores where the products are regularly bought as

to the TV station/channel being watched.

121

The majority of respondents on the assessment of the effects of networks’

teleserye to the buying behavior of marketing students in terms of the frequency

of buying the product had a moderate effect. As to gender, the majority of both

male and female respondents had a moderate effect. As to age, the majority of

15-17 years old respondents had a moderate effect, 18-20 years old respondents

had a moderate effect, 21-23 years old respondents had a great effect, 24-26

years old respondents had a moderate effect and 27-30 years old respondents

had moderate and great effect. As to year level, the majority of 1st year

respondents had a moderate effect, of 2nd year respondents had very great

effect, 3rd year respondents had a moderate effect and 4th year respondents had

a moderate effect. As to employment the majority of part time/full time employee

respondents had a moderate effect, call center agent respondents had a

less/little and moderate effect, unemployed respondents had moderate effect. As

to TV station/Channel being watched/viewed, the majority of ABS-CBN viewers

had a moderate effect, TV5 viewers had a moderate effect, and GMA viewers

had a moderate effect

According to the number of pieces of products purchased, majority of the

respondents had a moderate effect.

According to number of pieces of product purchased as to sex majority of

the male respondents had a moderate effect and majority of the female

respondents had also a moderate effect.

122

According to number of pieces of product purchased as to age majority of

the respondents ages 15-17 years experienced a moderate effect, majority of the

respondents ages 18-20 years old experienced moderate effect, majority of the

respondents ages 21-23 years old experienced less/little effect, majority of the

respondents ages 24-26 years old experienced and majority of the respondents

ages 27-30 years old experienced both less/little effect and no effect.

According to the number of pieces purchased as to year level majority of

the 1st year respondents encountered a moderate effect, majority of the 2nd year

respondents encountered a moderate effect, majority of the 3rd year respondents

encountered a moderate effect and majority of the 4th year respondents

encountered a majority effect.

According to the numbers of pieces of product purchased as to

employment majority of the respondents who have a part/full time job had a

moderate effect, majority of the call center agent respondents had a less/little

effect and majority of the unemployed respondents had a moderate effect.

According to the number of pieces of product purchased as to TV/Channel

being watched majority of the respondents of ABS-CBN televiewers experienced

a moderate effect, majority of the respondents of TV5 televiewers experienced a

moderate effect and majority of the respondents of GMA televiewers had also a

moderate effect.

3. The greatest problem encountered by the respondents was the unavailability

of the product in the stores.

123

RECOMMENDATION

The most effective medium of promoting a product is through television.

The researchers recommend that whenever a company uses teleserye in

promotion, they must able to sustain the availability of the product in the store.

Respondents has the tendency to become brand conscious. Researchers

recommend to the respondents that they can use alternatives or other brand’s

products. Buying other brand products serves as an alternative so that if the

product of the brand which you’re patronizing isn’t available, you have something

to use. Being brand conscious doesn’t affect your social status but it helps you to

become practical.

Based on this study, respondents buy products irrationally. They must

think before buying something. By doing this, it can lessen the chance of

spending lavishly and can help you save money.

Some of the respondents buy products that are not suited to one’s need.

Researchers recommend the respondents to be more practical and buy what is

really needed. You can treat yourself by buying something which you really

desire as long as it doesn’t affect your budget.

124

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APPENDICES

Appendix 1

QUESTIONNAIREEffects of Networks’ Teleserye to the Buying Behavior of Marketing Major Students of Polytechnic University of the Philippines

Dear Respondents,

We are students of the Polytechnic University of the Philippines, taking up Bachelor of Science in Business Administration Major in Marketing Management. We are now conducting a research about the effects of networks’ teleserye to the buying behavior of marketing major students of the Polytechnic University of the Philippines. May we request you to answer this questionnaire. We assure you that your answers will be kept confidentially.

Thank You.

The Researchers

Part I Profile of the Respondents

Instruction: Kindly provide the needed information by putting a check mark (√ ) on the space provided for.

1.1 Sex ___male ___female

1.2 Age___15-17 years old ___18-20 years old ___21-23 years old ___24-26 years old ___27-30 years old

1.3 Year Level

___1st year ___2nd year ___3rd year ___4th year 1.4 Employment (if any)

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

___ Channel 2 (ABS-CBN) ___ Channel 5 (TV5) ___ Channel 7 (GMA)

Part II Respondents’ Assessment of the Effects of Networks’ Teleserye to the Buying Behavior of Marketing Major Students of the Polytechnic University of the Philippines.Instruction: Kindly state the effects of the network’s teleserye to your buying behavior. Use the following indicators for your answers.

5- Very Great Effect 4- Great Effect 3- Moderate Effect

2- Less Effect 1- No Effect

Aspects of Buying Behavior Extent of Impact5 4 3 2 1

2.1 Types of products bought or purchased 2.2 Frequency of buying the product. 2.3 Stores where the products are regularly bought 2.4 Number of pieces of product purchased

Part III Problems Encountered by the Respondents Relative to the Effects of Networks’ Teleserye to their Buying BehaviorInstruction: Please specify which of the following problems you may have encountered relative to the effects of networks’

teleserye to your buying behavior. Put a check (√ ) mark on the space provided for

__3.1 Unavailability of the product in the store __3.2 Forced to buy the product even if it is expensive __3.3 Tendency to become brand conscious __3.4 Buying products not suited to one’s need __3.5 Buying products irrationally

127

Appendix 2

Letter of Permit

Republic of the PhilippinesPolytechnic University of the Philippines

Mabini Campus, Anonas St.Sta.Mesa, Manila, Philippines

COLLEGE OF BUSINESS

October __, 2012

Madam Merla VillanuevaChairpersonCollege of BusinessPolytechnic University of the Philippines

Dear Ma’am

Greetings!

We, Group 4 of BSBA MM 3-5d, currently taking our research paper entitled “EFFECTS OF NETWORK’S TELESERYE OF THE BUYING BEHAVIOR OFMARKETING STUDENTS OFTHE COLLEGE OF BUSINESS OF THEPOLYTECHNIC UNIVERSITYOF THE PHILIPPINES” as the major requirements to be able to finished this semester AY 2012-2013.

In connection with this, we would like to request permission to conduct survey/interview with the students in marketing major of all year levels of the Polytechnic University of the Philippines. Rest assured that the information and data that we will gathered will be used for academic purposes only. Anticipating for your kind consideration on this request.

Thank you.

Sincerely yours,

Group 4 BSBA MM 3-5d

128

Appendix 3

CURRICULUM VITAE

Carolyn Joy L. Rafanan

1. Personal Data

Address : 1717 Saturn St. Constellation Homes Angono, Rizal Age : 18 Civil Status : Single Date of Birth : December 9, 1993 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Cesar Rafanan : Laura Rafanan

2. Educational Attainment Tertiary : Polytechnic University of Philippines

Secondary : Colegio De San Clemente

Elementary : Joaquin Guido Elementary School

3. Professional Development

Seminars Attended

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : LET’S TALK GREEN: A VOYAGE TO GREEN MARKETING : IMARCOM

129

CURRICULUM VITAE

Riza L. Repizo

1. Personal Data

Address : 324 Altura Exit Sta. Mesa, Manila Age : 18 Civil Status : Single Date of Birth : November 14, 1993 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Resurrecion Repizo : Elizelda Repizo

2. Educational Attainment Tertiary : Polytechnic University of Philippines Secondary : Romblon National High School Elementary : San Jose Elementary School


Seminars Attended

: DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics : “LEVEL UP: Winning the Battle Across and Beyond “

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate)

130

CURRICULUM VITAE

Romio P. Rodelas

1. Personal Data

Address : Blk 25 Lower Eastment Kabisig Floodway San Andres, Cainta, Rizal

Age : 18 Civil Status : Single Date of Birth : February 9, 1994 Citizenship : Filipino Sex : Male Religion : Catholic

Parents : Bernardino Rodelas : Iluminada P. Rodelas

2. Educational Attainment

Tertiary : Polytechnic University of Philippines Secondary : Francisco P. Felix Memorial National HighSchool

Elementary : Cainta Elementary School


Seminars Attended

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

131

CURRICULUM VITAE

Jealina Justine DV. Sadural

1. Personal Data

Address : 40 Balleser St. Central Signal Village, Taguig CityAge : 18Civil Status : SingleDate of Birth : November 18, 1993Citizenship : FilipinoSex : FemaleReligion : Catholic

Parents : Dina Sadural: Severo Sadural


Tertiary : Polytechnic University of Philippines Secondary : Anne-Claire Montessori Elementary : Anne-Claire Montessori


Seminars Attended

: “LEVEL UP: Winning the Battle Across and Beyond “ : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

132

CURRICULUM VITAE

Venus F. Sediaco

1. Personal Data

Address : Montalban, Rizal Age : 19 Civil Status : Single Date of Birth : September 29, 1993 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Reynaldo Sediaco: Freida Sediaco


Tertiary : Polytechnic University of Philippines Secondary : NHS Nangka High School

Elementary : NES Nangka Elementary School


Seminars Attended

: IMARCOM : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : LET’S TALK GREEN: A VOYAGE TO GREEN MARKETING

133

CURRICULUM VITAE

Muriel B. Sia

1. Personal Data

Address : 27 Kalayaan B. Batasan Hills Quezon City Age : 18 Civil Status : Single Date of Birth : July 7, 1994 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Enrique Sia: Ofelia Sia


Tertiary : Polytechnic University of Philippines

Secondary : Lagro High School Elementary :

Commonwealth Elementary School


Seminars Attended

: “LEVEL UP: Winning the Battle Across and Beyond “

134

: Marketing War: a Battle for Survival : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate)

CURRICULUM VITAE

Jessica Mae Socorro

1. Personal Data

Address : 415 Craig Street Sampaloc, Manila Age : 18Civil Status : SingleDate of Birth : June 22, 1994Citizenship : FilipinoSex : FemaleReligion : Catholic

Parents : Maria Corazon D. SocorroJessie S. Socorro


Tertiary : Polytechnic University of Philippines Secondary : Ramon Magsaysay High School Elementary : Holy Trinity Academy


Seminars Attended

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

135

: DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

CURRICULUM VITAE

Justin Soriano

1. Personal Data

Address : 014 Madonna Homes Cainta, Rizal Age : 18 Civil Status : Single Date of Birth : August 10, 1994 Citizenship : Filipino Sex : Male Religion : Catholic

Parents : Ronald Soriano: Letty Soriano

2. Educational Attainment Tertiary : Polytechnic University of Philippines Secondary : City of Mandaluyong Science High School

Elementary : Cainta Elementary School


Seminars Attended

136

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : STRATEGIC MARKETING WARFARE: GAME OF THE BRAND

GENERALS : DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

CURRICULUM VITAE

Nikko Rafael Z. Tacadena

1. Personal Data

Address : Southampton St. Birminghan Place Cainta, Rizal Age : 18 Civil Status : Single Date of Birth : November 9, 1993 Citizenship : Filipino Sex : Male Religion : Catholic

Parents : Gally Tacadena : Cecilia Tacadena


Tertiary : Polytechnic University of the Philippines Secondary : Mandaluyong High School

Elementary : San Gabriel III Elementary School


137

Seminars Attended

: SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE : GENERATION G

CURRICULUM VITAE

Kimberly Mhay M. Tupaz

1. Personal Data

Address : 543 Misa St. Poblacion North, Sta.Cruz, Zambales Civil Status : Single Date of Birth : May 28, 1994 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Edifredo P. Tupaz: Norma M. Tupaz


Tertiary : Polytechnic University of Philippines Secondary : Santa Cruz Academy

Elementary : Don Marcelo C. Marty Elementary School


Seminars Attended

: MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate)

138

: Marketing War: a Battle for Survival : DIGITAL MARKETING: OPPORTUNITIES & CHALLENGES

CURRICULUM VITAE

Diana Rose B. Velasco

1. Personal Data

Address : H Gumamela Ext. Gen.T.De Leon Valenzuela City Age : 19 Civil Status : Single Date of Birth : April 19, 1993 Citizenship : Filipino Sex : Female Religion : Catholic

Parents : Pierre Velasco: Adora Velasco


Tertiary : Polytechnic University of Philippines Secondary : Valenzuela National High School

Elementary : Bitik Elementary School


139

Seminars Attended

: Marketing War: a Battle for Survival : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : DARE TO SURVIVE 2012-Marketing Survival Strategies and Tactics

CURRICULUM VITAE

Ronel T. Victoria

1. Personal Data

Address : 020 Dolores Piring Mexico, Pampanga Age : 19 Civil Status : Single Date of Birth : March 23, 1993 Citizenship : Filipino Sex : Male Religion : Catholic

Parents : Roel Victoria: Jeanie Victoria


Tertiary : Polytechnic University of Philippines Secondary : Dela Paz-Libutad High School

Elementary : Dolores, Piring Elementary School


140

Seminars Attended

: “LEVEL UP: Winning the Battle Across and Beyond “ : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate) : SYNERGY MARKETING-REVEAL.CONVERGE.EMERGE

CURRICULUM VITAE

Louie Czar S. Victorino

1. Personal Data

Address : 353 A.Bonifacio St. Mandaluyong City Age : 19 Civil Status : Single Date of Birth : April 11, 1993 Citizenship : Filipino Sex : Male Religion : Catholic

Parents : Cesar Victorino : Shirley Victorino

2. Educational Attainment Tertiary : Polytechnic University of Philippines Secondary : St. John’s Academy Elementary : St. John’s Academy

141


Seminars Attended

: IMARCOM : MarkProf Roadshow: ‘E=MC² “Empower= (MarkProf Candidate)

: LET’S TALK GREEN: A VOYAGE TO GREEN MARKETING

142

teleserye .final (repaired)1

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