Document Types
Poster Presentation
School Code
NA
School Name
University of Perpetual Help System DALTA - Molino Campus
Track or Strand
Accountancy, Business, and Management (ABM)
Research Advisor (Last Name, First Name, Middle Initial)
Umali, April Joyce C.
Abstract/Executive Summary
In today's world, advertising plays a crucial role in the success of businesses and significantly impacts consumer behavior. It comes to mind what is the most relevant and most selected by young consumers in this digital age. The study aims to determine the effects and give insights into how product advertising influences students' perceptions of products and brands, their routine buying behavior, and their preferred types of advertisement in different categories. This study underwent a descriptive quantitative approach using the modes of central tendency. A survey using a Likert scale, Multiple Response, Dichotomous, and Contingency questions was randomly distributed to the two-hundred-eight (280) senior high school students of UPHSD-Molino. Based on the findings, social media ads are the most preferred type of ad in four categories (understandability, influence, creative and engaging, and preferred ad in the future) among students, whereas most chose traditional ads in information reliability and quality; and, currently prefer celebrity endorsement as the favored ad to receive in the present. The results also show that ads do not easily sway students and are more of being practical consumers. In conclusion, this study has identified the various preferences of students in different categories and concluded that the SHS students in UPHSD-Molino are susceptible to rational consumption even if an ad could persuade and influence them.
Keywords
advertisements; product and brand perception; consumer buying behavior; senior high school students
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Entrepreneurship, Business Management, and the Organization (EBO)
Initial Consent for Publication
yes
The Power of Images: Influence of Advertisements on the Buying Behavior of Students in a Philippine University
In today's world, advertising plays a crucial role in the success of businesses and significantly impacts consumer behavior. It comes to mind what is the most relevant and most selected by young consumers in this digital age. The study aims to determine the effects and give insights into how product advertising influences students' perceptions of products and brands, their routine buying behavior, and their preferred types of advertisement in different categories. This study underwent a descriptive quantitative approach using the modes of central tendency. A survey using a Likert scale, Multiple Response, Dichotomous, and Contingency questions was randomly distributed to the two-hundred-eight (280) senior high school students of UPHSD-Molino. Based on the findings, social media ads are the most preferred type of ad in four categories (understandability, influence, creative and engaging, and preferred ad in the future) among students, whereas most chose traditional ads in information reliability and quality; and, currently prefer celebrity endorsement as the favored ad to receive in the present. The results also show that ads do not easily sway students and are more of being practical consumers. In conclusion, this study has identified the various preferences of students in different categories and concluded that the SHS students in UPHSD-Molino are susceptible to rational consumption even if an ad could persuade and influence them.
