THE INFLUENCE OF ADVERTISEMENT TO LEARNERS PURCHASING

BEHAVIOR IN CRONASIA FOUNDATION

COLLEGE, INC.
_________________________________________________________________

A Practical Research

Presented to
the faculty of Basic Education Department
CRONASIA FOUNDATION COLLEGE, INC.
General Santos City
_________________________________________________________________

In Partial Fulfillment

Of the requirements for the

SENIOR HIGH SCHOOL GRADE 12 - HUMSS STRAND
_________________________________________________________________

By:

DANILO EDOS
REYMOND ABEJO
PRINCE CEDRICK SINDOL
WALTER QUILO QUILO
JEJE DALA

DECEMBER 2024
 Acknowledgement
The researchers would like to extend their genuine and earnest thanks to

the people who contributed to this study:

To the research adviser, Jessa Marie S. Santillan, MBM, LPT for her

priceless time in guiding the researchers. Her assistance and encouragement

were unparalleled;

To the panel of examiners, Nenita P. Non, MALS, RL and May Maeh V.

Tobato, MAED, LPT for giving us their treasurable time in giving suggestions and

recommendations for the improvement of this study;

To the School Library for providing access to essential research

materials;

To the respondents for their precious time, willingness and participation in

answering the survey questionnaire that provide salient data for the realization of

the study;

The researchers also take this opportunity to express their sincerest

gratitude to their parents for the financial and moral support for making this

research possible. And lastly, to the Almighty Father for guiding the researchers

throughout the entire journey and path when times get rough and for giving

strength, knowledge and wisdom. The source of all that motivates us in finishing

this research endeavor.

The Researchers
 Abstract

This study investigates the influence of advertising on the purchasing

behavior of Senior High School learners at Cronasia Foundation College, Inc.
(CFCI). The research is motivated by the growing sophistication of digital
advertising and its pervasive impact on consumer behavior, particularly among
young adults. The study aims to identify the level of advertising influence in
terms of product, consumer awareness, and perception, and to determine its
relationship with learners' purchasing behavior. Using a quantitative descriptive-
correlational design, data were collected through a survey questionnaire
administered to 100 randomly selected Grade 11 and Grade 12 students from
CFCI. The survey assessed the influence of advertising on learners' purchasing
decisions and their overall consumer behavior.
The findings revealed that advertising significantly impacts learners'
purchasing behavior, with the highest influence observed in shaping product
demand and increasing sales. Respondents agreed that advertisements
effectively create consumer awareness and shape perceptions, leading to
impulsive buying tendencies. However, the correlation between advertising
influence and purchasing behavior, while statistically significant, was relatively
weak, indicating that other factors may also influence consumer decisions.
The study concludes that advertising plays a crucial role in shaping
learners' purchasing behavior, particularly through emotional appeals and
repeated exposure. It recommends that educators integrate advertising literacy
into the curriculum to help learners make informed decisions, while advertisers
should prioritize ethical and transparent marketing strategies. Future researchers
are encouraged to expand the study's scope to include broader demographics
and additional variables to further explore the complex dynamics of advertising
and consumer behavior. This research contributes to the understanding of
advertising's impact on young consumers and provides actionable insights for
educators, advertisers, and policymakers.
Keywords: Advertising, Purchasing Behavior, Cronasia Foundation College
 Chapter I

INTRODUCTION

Background of the Study

Advertisement plays a significant role in shaping consumer behavior and

attitudes, and the impact of advertisement on learners is particularly relevant in

the current context of rapidly changing technology and media. With the rise of

digital media, advertising has become more sophisticated and ubiquitous,

reaching audiences in new and innovative ways. Nowadays, learners as

consumers are not often checking advertisement in terms of purchasing, yet, they

immediately drove to purchase things without checking valuable insight. At this

point, advertisement has created a need to understand the ways in which

advertising affects the behavior of learners as consumers. There are several

factors that contribute to the influence of advertising on consumer behavior

among learners. One of the key factors is repeated exposure to advertising

messages, which can lead to the formation of attitudes and beliefs about

products and brands. Additionally, advertising often appeals to emotions and

desires, and this emotional response can also influence consumer behavior.

The purpose of this study is to examine how advertisement can have a

significant impact on influencing the consumers’ behavior, particularly among

young adults and learners. By Identifying these variables, this research hope to

provide answer on how learners must have proper view in advertisement on

shaping their behavior and choices.

 In the study of William D. Wells (2019). He is a prominent researcher in

the field of marketing and advertising and has published several articles and

books on the topic. In his book "Advertising and Consumer Psychology," Wells

provides an overview of the ways in which advertising affects consumer behavior

and attitudes, and he specifically addresses the impact of advertising on young

adults and learners. His work provides valuable insights into the mechanisms

through which advertising affects consumer behavior and is widely cited in the

academic literature on advertising and consumer psychology.

Statement of the Problem

This study aims to identify the influence of advertising to learners purchasing

behavior in Cronasia Foundation College, Inc.

Specifically, the researchers sought to answer the following questions.

1. What is the level of influence of advertising in terms of:

1.1 Product;

1.2 Consumer awareness and;

1.3 Perception?

2. What is the level of learner's purchasing behavior?

3. Is there a significant relationship between the influence of advertising and

the level of learners purchasing behavior?

Significance of the Study

The outcome of this study will be profitable for any school official including

teachers of Cronasia Foundation College, Inc. The findings of this research will

benefit the following:

 The Learners. The primary target audience of the study is the learners of

Cronasia Foundation College, Inc. The study aims to understand the impact of

advertising on their consumer behavior and how it affects their buying decisions.

The Advertisers and Marketers. The study is also relevant to advertisers

and marketers as it provides insights into the impact of advertising on consumer

behavior among learners. This information can be used to improve advertising

strategies and create more effective advertisements.

The Teachers. The study can also be useful for educators as it provides

insights into the impact of advertising on consumer behavior among learners.

This information can be used to educate learners on the impact of advertising on

their buying decisions and how to make informed purchasing decisions.

The Researchers: The study can also be valuable to researchers in the

field of consumer behavior and advertising. The findings of the study can

contribute to the existing body of knowledge on the topic and provide a

foundation for further research.

Scope and Delimitation

This study concentrates on the influence of advertisement on consumer

behavior among learners of Cronasia Foundation College, Inc.

The respondent of this study is the Senior High School Learners of

Cronasia Foundation Colleges Inc. In both Academic and ABM strand, the

researcher uses simple random sampling in choosing 100 respondents.

 Chapter II

REVIEW OF RELATED LITERATURE, RELATED STUDIES,

THEORETICAL AND CONCEPTUAL FRAMEWORK

This chapter examines the associated literature and studies, as well as the

evaluations and summaries of the prior study's scope. This chapter also contains

a theoretical and conceptual framework discussion and critical evaluation of

previous and current research.

Related Literature

Advertising

Advertising is a type of marketing strategy where the company was

showcasing the product or services they were offering. Advertising is also a

crucial part when it comes to marketing strategy as it is not only affecting the

marketing sector but also the whole aspects of the company including the

behavior, marketing strategies, and financial aspects of the company. The effects

of advertising are not always good, it also varies on the type of the advertisement

and its effectiveness. It is also important to choose the right advertisement as it

has long-term effect on the company itself Bonera, Michelle (2019)

Advertising has a huge impact on the choices of the consumers that is

why it is important to choose a good type of advertisement that could leave a

good impression to the customers. It is also a big must to choose an

advertisement that is appropriate within the target market the company is aiming.
As time pass by advertisement contributes a large impact in people’s choices and

preferences.

Ramzan Sama (2019)

Product

Product refers to the services or items a business is offering to its

customers. Product choices of people may vary from one to another. Some of the

factors that people consider in choosing the product they will avail are popularity,

price, quality, and availability. That is why it is important to look at and check the

overall aspects of the product to fit in the target market you are aiming for and to

raise profit and good impression to consumers (Andrew Bernard, 2018).

Professional literature describes pricing as an important factor in customer

satisfaction, due to the fact that consumers always direct their attention to pricing

when assessing the product and service value. From the consumer’s

perspective, price is what is given up or sacrificed to obtain a product. A number

of studies have determined that pricing is significantly related to customer

satisfaction. Pricing directly affects the perception of the transaction’s delivered

value and usability, and, consequently, customer satisfaction. A negative

perception of pricing makes customers feel dissatisfied and disloyal. According to

more than half of e-customers who changed the retailer have done it due to

pricing. Pricing has a special influence on the satisfaction the experienced online

customers. When the customer is certain about the transaction, their demand for

financial benefit increases (Khairi, M. (2021).

 Due to better purchase conditions, consumers use the Internet to buy the

same product at a lower price than in the store. Many customers expect online

stores to offer their products and services at the lower price in comparison to

traditional stores. Discounts while purchasing influence consumers to believe in

prices, and ultimately, they affect their satisfaction. While shopping online,

customers cannot see or test the product; hence, they are not certain that the

delivered product is identical to the one on the website. Consequently, price

perception has a more significant role. As online stores offer consumers a range

of products and services, consumers can compare product prices from different

websites and find the products at lower prices than the prices in the stores some

websites, such as Ebay, offer consumers an auction or the best deal, thus

providing them a good deal for their product. Such an approach turns online

shopping into a game, transforming it into fun and entertainment. Ultimately,

pricing can be the reason for renouncing the product or service or making a

sacrifice in order to have the product or service (A., Darmawan 2019).

Consumer awareness

Consumer awareness is the act of making sure that the consumer is aware

of all the information he needs to know related to the product. With proper

information dissemination, everyone could make sure that the consumer could by

the product that is best for them. Being able to obtain this also affects the brand’s

image and the people’s impression throughout the whole brand. It is also the

consumer’s right to know everything they wanted to know related to the product

they want to purchase. Karthik (2020)

 Consumer satisfaction with online shopping is directly dependent on a

number of factors. There is a constant dilemma in the market related to the

question of which online shopping determinants affect customer satisfaction. This

issue is particularly important for underdeveloped markets, where online

commerce is not sufficiently present. In order to increase online commerce

participation, it is necessary to explore and analyze the connection between

customer satisfaction and diverse determinants. Accordingly, this paper develops

the research model to determine the impact of certain online purchase

determinants on consumer satisfaction in the market of Serbia. A conceptual

model is defined, consisting of 26 items categorized into seven variables:

security, information availability, shipping, quality, pricing, time, and customer

satisfaction.

Input model parameters were collected through surveys, with the aid of
appropriate

Internet tools. The validity of the developed model was verified through the

Confirmatory Factor Analysis and the Partial Least Squares. The obtained result

analysis confirmed the basic research hypotheses that customer satisfaction in

online shopping, in the Serbian market, directly depends on the following

determinants: security, information availability, shipping, quality, pricing, and time

(Tanja Kaurin 2021)

In the last decade, online shopping has experienced explosive growth due

to the fact that it represents a more economical and convenient approach to

purchasing in comparison to traditional shopping. Nevertheless, in the beginning,

the transition from one to another, more modern purchase method, created a
sense of concern among customers with respect to the following: leak of personal

information, online fraud, inconsistency between the ordered product quality and

the desired quality, unsuccessful shipping, etc. Today, these concerns are at a

much lower level, as people recognized the advantages offered by online

shopping. There are a number of reasons why people purchase via the Internet;

for example, consumers can buy anything at any time without actually going to

the store; consumers can stumble on the same product at a lower price by

comparing different websites simultaneously; consumers want to avoid pressure

felt when communicating face-to-face with the retailer; consumers want to avoid

traffic jams that can occur on the way to the store, and so on. Online shopping

provides consumers with more information and opportunities to compare

products and prices, with greater product selection, with convenience and ease

of finding desired products online. It has been argued that online commerce

offers more satisfaction to modern consumers who seek convenience and speed.

In online communication, when a consumer sees a banner ad or online

promotion, it can attract their attention and stimulate their interest for these

specific products from advertisements. Before deciding for purchase, the

customer may seek additional information for help. If there is not enough

information, they will browse for them through online channels, e.g. using online

catalogs, websites or search engines (Milorad Kilibarda 2019)

Perception

Perception refers to the effectiveness of relying on information of a product

to the costumer or the way the costumers understand the information given in a
certain product. Product perception is important especially to the impression of

the consumers to the product. That is why it is important to put the information

needed appropriately. For the costumers to have good perception in a product, its

information must be concise and true. (Jaime Moreno, 2018)

Shoppers expect online retailers to provide all relevant and accurate information

about the product. Since online shoppers rarely have the opportunity to touch

and feel the products before making a decision on a purchase, online retailers

have to provide information regarding that. Consumers appreciate information

that will meet their demands. A number of authors believe that the quantity and

credibility of information are key elements in ensuring the quality of service in e-

shopping. The quantity of information refers to the ability of act access adequate

information during online shopping (e.g., price comparison), while cruelty refers

to the degree of consumers’ confidence in the information provided by online

vendors. Providing appropriate information can help online retailers to dispel

concerns and fears of consumers towards a particular product or online

shopping. Instead of byte sounds, consumers w an access to all information that

will enable them to make an informed decision about a product, service or,

supply. Interactive online tools for product and service comparison are

considered to be the essential means of obtaining information that will facilitate

the decision-making process about buying online, making consumers more

satisfied. In, information on the product, in terms of abundance and quality, are

identified as components of satisfaction. Considering the stated facts. (Nebojša

Vasić 2022)
Related Studies

An advertisement is a valuable tool to divert people’s attitudes positively

and attract people toward a product (Shareef et al., 2019). Advertisement is a

mode of communication marketing through electronic or print media that

persuade the customer to continue or adopt some action by paid content (Cheah

et al., 2019).

According to Sofi et al. (2018), it is a non-personal way of sharing information

related to a product produced by a sponsor with the help of media. Similarly,

proposed that advertising is a paid, non-personal way in which concepts,

products or services, ideas, and information are publicized through media and

identified promoter influence behavior. Zhang X. et al. (2020) described that in a

company; to meet communication and marketing objectives, mass media plays a

vital role and maximum information is provided to the target market about the

product.

Theoretical Framework

Calicioglu et al. (2020). Demonstrates how different social media

marketing elements, encompassing logical and perceptual marketing appeals,

can favorably influence the buying intentions of the client. These results imply

that companies can increase the efficacy of their utilizing social media marketing

to promote appeals strategies that center on a client's perception of a goods or

service, taking into account elements like amusement function, interpersonal

influence, and quality of interaction.

Conceptual Framework

This research study proposes a conceptual framework visual

representation of the relationships between advertising, consumer behavior, and

other relevant variables and can guide the design and interpretation of the study

results.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

INFLUENCE OF
CONSUMER
ADVERTISEMENT BEHAVIOR

Figure 1. Conceptual Framework

Definition and Terms

The following words/ phrases have meanings in terms of concepts. To aid

the researchers in better understanding their relevance, certain terms used in the

study were defined conceptually and operationally.

Consumer Awareness- Conceptually, consumer awareness refers to the

level of understanding and knowledge that a person has about a particular

product or brand. This can include information about the product's features,

quality, and benefits, as well as its price, availability, and competition in the

market. Operationally, Consumer awareness can be influenced by a variety of

factors, including advertising, word-of-mouth, and personal experience.

Consumer behavior - Conceptually, consumer behavior encompasses a

wide range of topics, including perception, motivation, attitudes, personality,

lifestyle, culture, social influences, and the decision-making process.

Operationally, consumer behavior can be studied through a variety of methods,

including surveys, experiments, observations, and analysis of consumer data. It

also involves the use of marketing and market research to understand consumer

preferences, trends, and behavior patterns.

Perception- Conceptually, perception refers to the way in which an

individual perceives or interprets information about a product or brand. This can

include their attitudes, beliefs, and opinions about the product, as well as their

level of interest in it. Perception can be sha ped by a variety of factors, including

personal experiences, cultural background, and exposure to marketing and

advertising messages. Operationally it can also be influenced by the individual's

motivations, attitudes, and beliefs about the product and the market as a whole.

Product- Conceptually, a product is a tangible or intangible item that

satisfies a need or want of a consumer. It can refer to physical goods, such as

clothing or electronics, or services, such as a doctor's visit or a concert ticket.

Operationally, the concept of a product encompasses the features, design,

packaging, branding, and other elements that contribute to a consumer's overall

experience with the item.

Chapter III

RESEARCH METHODOLOGY

This chapter presents the research design, participants, research locale,

research instrument, data gathering procedures, and statistical treatment that will

be used by the researchers in conducting the study.

Research Design

This study will use the quantitative research design, particularly the

descriptive correlative method. This will study the influence of advertising on

consumer behavior among learners of Cronasia Foundation College, Inc. It is

quantitative in the sense that it uses calculated quantities to test assumptions and

make forecasts, and then used statistics to explain an occurrence.

Respondent of the Study

This research's respondents are both Grade 11 and Grade 12 senior high

learners of Cronasia Foundation College Inc., academic year 2022-2023. From

this pool of respondents, 100 students were taken as respondents. The sample

sizes were taken through simple random sampling.

Strand No. respondent

ACADEMIC 50

ABM 50

total 100

Research Locale

This study was conducted in Cronasia Foundation College Inc. a private

educational institution duly recognized and registered by virtue of the laws of the

Philippines. It is established to reach out to the greatest number of Filipino youths

who dare to challenge poverty through education. It is located at Andres-Dizon

Bldg., Pioneer Ave, General Santos City, South Cotabato.

Research Instrument

This study is composed of 2 parts of survey questionnaires, part I of the

survey questionnaire pertains to the level of the influence of advertising, and part

II determines the degree of consumers behavior among Senior High School

learners of Cronasia Foundation College, Inc. Each part is an adopted survey

questionnaire from the study of Saha (2013). The researchers used a 5-point

Likert scale as follow:

RANGE SCALE DESCRIPTION

4.50 – 5.00 5 Strongly Agree
3.50 – 4.49 4 Agree
2.50 – 3.49 3 Moderately Agree
1.50 – 2.49 2 Disagree
1.00 – 1.49 1 Strongly Disagree
Data Gathering Procedure

The following are the steps observed in conducting the study:

First, the researcher asked permission from the research directress to

conduct a survey. Second, upon approval, the researchers sent a letter to

department head asking permission to conduct a survey. Third, the researchers,

disseminate the adopted questionnaire through google forms. The distribution of

survey questionnaire will be given to respondent providing during their vacant

time to avoid interruption in their classes. After they finish answering the

researcher gathered, analyze, and tally the data and apply the appropriate

statistical treatment.

Statistical Treatment

To determine the level of influence of advertising and the degree of

consumer’s behavior, weighted mean was used.

Weighted Mean Formula:

Where: x = Mean
Σx = sum of all the scores
N = number of items
 To determine the relationship between the influence of advertising and

consumer’s behavior, Pearson product-moment correlation coefficient was

used.

Where: 𝜏 = correlation coefficient

𝑥𝑖 = values of the x-variable in a sample

𝑥̅ = mean of the values of the x-variable

𝑦𝑖 = values of the y-variable in a sample

𝑦̅ = mean of the values of the y-variable

Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents analysis and interpretation of the gathered data.

The various results regarding the influence of advertising and the level of learners

purchasing behavior in Cronasia Foundation College, Inc. is presented below.

Table 1 Level of Influence of Advertising in CFCI in Terms of Product
Indicators Mean Description
4.14 Agree
1. Advertisement influence to buy a product
2. Advertisement increases sales 4.25 Agree
3. Advertisement provides information 4.21 Agree
about your unfilled needs
4. Advertisement affects the consumer’s 4.33 Agree
demand
Weighted Mean 4.23 Agree

Legend: 1.00 - 1.50 Strongly Disagree; 1.51 - 2.50 Disagree; 2.51 - 3.50 Moderately
Agree; 3.51 - 4. 50 Agree; 4.51 - 5.00 Strongly Agree

Based on the data presented in Table 1, the highest-rated indicator is

"Advertisement affects the consumer’s demand," with a mean score of 4.33,

followed closely by "Advertisement increases sales," with a mean score of

4.25. These findings suggest that respondents recognize advertising as a key

driver in shaping consumer demand and boosting sales performance.

Moreover, the weighted mean of 4.23 reinforces the overall agreement

that advertising plays a crucial role in influencing product-related decisions. This

implies that advertisements effectively impact consumer behavior, encouraging

them to engage with and purchase products.

According to more than half of e-customers who changed the retailer have

done it due to pricing. Pricing has a special influence on the satisfaction the

experienced online customers. When the customer is certain about the

transaction, their demand for financial benefit increases (Khairi, M. (2021).

Table 2 Level of Influence of Advertising in CFCI in Terms of Consumer

Awareness
Indicators Mean Description
1. Advertisement creates awareness 4.26 Agree
among the target audience
 2. Consumer awareness is beneficial for 4.19 Agree
product purchase decision
3. Advertisement effects on consumer 4.21 Agree
choice
4. Awareness is the stimulus for purchase 3.88 Agree
decision
Weighted Mean 4.14 Agree

Legend: 1.00 - 1.50 Strongly Disagree; 1.51 - 2.50 Disagree; 2.51 - 3.50 Moderately
Agree; 3.51 - 4. 50 Agree; 4.51 - 5.00 Strongly Agree

The data in Table 2 highlights the significant role of advertising in consumer

awareness. The highest-rated indicator, "Advertisement creates awareness

among the target audience," received a mean score of 4.26, indicating that

respondents recognize advertisements as an effective tool for informing potential

buyers. Similarly, "Advertisement effects on consumer choice" scored 4.21,

suggesting that advertising plays a vital role in shaping consumer preferences

and decisions.

The weighted mean of 4.14 further supports the overall agreement that

advertising contributes significantly to consumer awareness. These results imply

that advertisements not only inform consumers but also influence their

purchasing decisions by increasing awareness and guiding their choices.

Being able to obtain this also affects the brand’s image and the people’s

impression throughout the whole brand. It is also the consumer’s right to know

everything they wanted to know related to the product they want to purchase.

Karthik (2020)

Table 3 Level of Influence of Advertising in CFCI in Terms of Perception

Indicators Mean Description
1. Advertisement creates good perception 4.22 Agree
about a product in consumer mind
 2. Advertisement creates brand identity. 4.09 Agree
3. Advertisement is important for consumer 4.06 Agree
to take a decision
4. Advertisement of a product can influence 4.01 Agree
buying decision.
5. Advertisement creates awareness 4.26 Agree
among the target audience
6. Consumer awareness is beneficial for 4.19 Agree
product purchase decision
7. Advertisement effects on consumer 4.21 Agree
choice
8. Awareness is the stimulus for purchase 3.88 Agree
decision
Weighted Mean 4.11 Agree

Legend: 1.00 - 1.50 Strongly Disagree; 1.51 - 2.50 Disagree; 2.51 - 3.50 Moderately
Agree; 3.51 - 4. 50 Agree; 4.51 - 5.00 Strongly Agree

The data in Table 3 underscores the role of advertising in shaping

consumer perception. The highest-rated indicator, "Advertisement creates

awareness among the target audience," received a mean score of 4.26,

indicating that respondents strongly acknowledge the effectiveness of

advertisements in informing potential consumers. Following closely,

"Advertisement creates good perception about a product in consumer mind,"

scored 4.22, highlighting the ability of advertisements to influence consumer

opinions positively.

The weighted mean of 4.11 further supports the overall agreement that

advertising significantly impacts consumer perception. These findings suggest

that advertisements not only enhance consumer awareness but also shape their

perception of products, ultimately influencing their purchasing decisions.

Table 4 The Level of Learners Purchasing Behavior.

Indicators Mean Description

1. I often buy product solely based on 4.45 Agree
advertisement.
2. When I see an ad, I am easily 4.37 Agree
influenced by it.

3. Good perception pushes me to buy a 4.22 Agree

product
4. I believe the advertising Message 4.19 Agree
5. I am satisfied after purchasing advertised 4.15 Agree
product
6. When I get satisfied, I become loyal to 4.03 Agree
the brand
7. I complained when I found out that 4.09 Agree
advertisement is misleading, false and
deceptive

8. Major factor for my loyalty is if I get 4.18 Agree

satisfied
9. Deceptive advertisements made me a 4.15 Agree
less satisfied customer.
10. I put my trust more in a well-known 4.01 Agree
brand rather than the common ones
Weighted Mean 4.14 Agree
Legend: 1.00 - 1.50 Strongly Disagree; 1.51 - 2.50 Disagree; 2.51 - 3.50 Neutral; 3.51
- 4. 50 Agree; 4.51 - 5.00 Strongly Agree

The table 4 above is the extent of students’ attitude on school rules and

regulations. It was indicated that most of the respondents choose agree that, I

often buy product solely based on advertisement with the mean of 4.45. On the

other hand, least of the respondents choose agree that I put my trust more in a

well-known brand rather than the common ones with the mean of 4.01.

Therefore, the data revealed that most of the respondents choose “agree” with an

overall mean of 4.184.

 That is why it is important to put the information needed appropriately. For

the costumers to have good perception in a product, its information must be

concise and true. (Jaime Moreno, 2018)

Table 5 Correlation Results on the level of influence of advertising and the level
of learners purchasing behavior
Extent of learners purchasing behavior
Level of Influence of
Computed
advertising p-value Decision Interpretation
r value

0.072 0.000 Reject Ho Significant

Product
0.058 0.000 Reject Ho Significant
Consumer Awareness
0.063 0.000 Reject Ho Significant
Perception

Table 5 presents the correlation results between the level of influence of

advertising and learners' purchasing behavior, using Pearson- r to measure the

strength and direction of their linear relationship. The p-value for all indicators is

0.000, which is below the significance level of 0.05, indicating that the

correlations are statistically significant.

The computed r-values show weak but significant positive correlations

between advertising influence and purchasing behavior, with Product (0.072),

Consumer Awareness (0.058), and Perception (0.063) all demonstrating a

relationship. These results suggest that advertising, in various forms, plays a role

in shaping learners’ purchasing decisions.

 This implies that as advertising influences increase—whether through

product marketing, consumer awareness, or perception—learners are more likely

to be influenced in their purchasing behavior. However, since the correlation

values are relatively low, other factors, such as personal preferences, financial

capacity, or brand loyalty, may also contribute significantly to their purchasing

decisions.

It can attract their attention and stimulate their interest for these specific

products from advertisements. Before deciding for purchase, the customer may

seek additional information for help. If there is not enough information, they will

browse for them through online channels, e.g. using online catalogs, websites or

search engines (Milorad Kilibarda 2019).

Chapter V

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presented the summary of findings, conclusions and

recommendation of this study.

Summary of Findings

The following were the key findings of the study:

Table Indicators Overall Mean Description
Level of influence of advertising in
CFCI in terms of
1  Product
2  Consumer Awareness 4.23 Agree
3 4.14 Agree
 Perception 4.11 Agree

4 The level of learners purchasing

behavior 4.14 Agree

9 Correlation Results on the level of Comp. r p-value

influence of advertising and the level
of learners purchasing behavior Fear
of bank transaction
 Product 0.072 0. 000 Significant
 Consumer Awareness 0.058 0. 000 Significant
 Perception 0.063 0. 000 Significant

Conclusions

Based on the findings of the study, the following conclusions were made:

1. The influence of advertising on learners’ purchasing behavior is most

strongly observed in terms of product followed by consumer

awareness and perception, respondents agreed that advertising

significantly shapes demand, increases sales, and creates brand identity.

2. The level of learners’ purchasing behavior reflects a high tendency to rely

on advertisements, with the strongest agreement on purchasing products

"solely based on advertisement" and weaker agreement on trusting well-

known brands. Overall, learners exhibit impulsive buying tendencies

influenced by advertising.
 3. A significant relationship exists between the influence of advertising

(Product, Consumer Awareness, and Perception) and learners’ purchasing

behavior, as indicated by Pearson- r values. While correlations are weak,

the statistical significance suggests that advertising strategies directly

shape purchasing decisions, albeit alongside other factors like trust and

satisfaction.

Recommendations

Based on the conclusions, the following recommendations were

given:

1. For learners these programs should teach students how to critically

analyze advertisements, understand persuasive techniques, and differentiate

between genuine product information and marketing hype. This will empower

learners to make more informed and rational purchasing decisions, reducing

the likelihood of impulsive buying.

2. For advertisers and marketers should focus on creating honest and

transparent advertisements that provide accurate information about products.

By avoiding misleading claims and ensuring that advertisements align with the

actual quality and value of the product, advertisers can build long-term trust

and loyalty among young consumers, particularly learners. This approach will

not only enhance brand reputation but also contribute to a more positive

consumer experience.
3. For teachers and educators should incorporate discussions on consumer

behavior, advertising ethics, and financial literacy into their lessons. By doing

so, educators can help students develop a deeper understanding of how

advertising works and how it can shape their perceptions and choices. This

will enable learners to become more discerning consumers, capable of

resisting manipulative advertising tactics and making more thoughtful

purchasing decisions.

4. For future researchers should consider expanding the study to include

other age groups, educational institutions, and regions to gain a more

comprehensive understanding of how advertising influences consumer

behavior across different

CRONASIA FOUNDATION COLLEGE, INC.

Andres - Dizon Bldg., Pioneer Avenue
General Santos City (9500)
(083) 554 - 6327

SURVEY QUESTIONNAIRE
Dear Learners,

We, the learners of Cronasia Foundation College, Inc. conducting a

research study entitled, THE INFLUENCE OF ADVERTISING TO LEARNER'S

PURCHASING BEHAVIOR'S IN CRONASIA FOUNDATION COLLEGE, INC.

We

kindly request you to spare some time and fill this questionnaire. The information

given will be used for academic purposes only and will be treated with the utmost

confidentiality. Your cooperation will be highly appreciated. Thank you.

SURVEY QUESTIONNAIRE

Part I. Level of influence of advertising among learners of Cronasia Foundation

 College, Inc.

Scale: Strongly Agree 5

Agree 4
Moderately Agree 3
Disagree 2
Strongly Disagree 1
INDICATOR 5 4 3 2 1

A. PRODUCT

[Link] influence to buy a

product

[Link] increases sales

[Link] provides information about your unfilled needs

[Link] affects the consumers demand

B. CONSUMER AWARENESS

[Link] creates awareness among the target audience

[Link] awareness is beneficial for product purchase

decision

[Link] effects on consumer

choice

[Link] is the stimulus for purchase

decision

C. PERCEPTION

1. Advertisement create good perception about a product in

consumer mind

2. Advertisement creates brand

identity.

3. Advertisement is important for consumer to take a decision

4. Advertisement of a product can influence

buying decision.

Source: Saha (2013). Impact of Advertising on Consumer Buying Behavior

Part II. Level of learners purchasing behaviors among learners in Cronasia

Foundation College, Inc.

Scale: Strongly Agree 5

Agree 4
Moderately Agree 3
Disagree 2
Strongly Disagree 1
.
5 4 3 2 1
INDICATORS
1.I often buy product solely based on advertisement.

[Link] I see an ad, I am easily influenced by it.

[Link] perception pushes me to buy a product

4.I believe the advertising Message

5.I am satisfied after purchasing advertised product

6.I complained when I found out that advertisement is

misleading, false and deceptive
 [Link] I get satisfied, I become loyal to the brand

[Link] factor for my loyalty is if I get satisfied

[Link] advertisements made me a less satisfied

customer.

10.I put my trust more in a well-known brand rather

than the common ones

Source: Saha (2013). Impact of Advertising on Consumer Buying Behavior

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