Television Advertisement On Consumer Buying Behavior Towards Fast Food Restaurant

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
TELEVISION ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR

TOWARDS FAST FOOD RESTAURANT
A Thesis
Presented to the Faculty of the Graduate School
Polytechnic University of the Philippines
In Partial Fulfillment of the Requirements for the Degree

Master in Business Administration
by
JOHN LESTER R. LEQUIN
May 2018
CERTIFICATION
This thesis entitled TELEVISION ADVERTISEMENT ON CONSUMER BUYING
BEHAVIOR TOWARD FAST FOOD RESTAURANT was prepared and submitted by
JOHN LESTER R. LEQUIN in partial fulfillment of the requirement for the degree
MASTER IN BUSINESS ADMINISTRATION has been examined and recommended for
Oral Examination.
EVALUATION COMMITEE
RAQUEL G. RAMOS, DBA

Adviser
JOHN MARK S. DISTOR, DBA DOMINADOR DL. GAMBOA, DBA

Member Member
APPROVAL
Approved by the Panel on Oral Examination on 23 April 2018 with a grade of ____
GUILLERMO C. BUNGATO, Jr., PhD

Chair
JOHN MARK S. DISTOR, DBA DOMINADOR DL. GAMBOA, DBA

Member Member
DESSERIE MAYNES BLANCO, DEM

Member
Accepted in partial fulfillment of the requirements for the degree Master in Business
Administration.
MA. JUNITHESMER D. ROSALES, DEM

Dean
Dater of Passing the Comprehensive Examination: October 5 and 6, 2017
ii
ACKNOWLEDGMENTS
The researcher would like to extend his sincerest and heartfelt gratitude to the
following who made this research possible:
Dr. Raquel G. Ramos, the researcher’s adviser, for her valuable inputs and
supervision in the conduct of this study;
To the panel of evaluators, Dr. John Mark S. Distor and Dr. Dominador Gamboa
for their untiring help and scholarly advice to improve his study;
To Engr. Leodegario SM. Bautista, for his help in the statistical treatment of data;
To Leslie Corporation, the researcher’s company of work for their support.
To Mr. Odie dela Cruz, the Brand Manager of Leslie Corporation- Food Service
Division and the researcher’s superior for his moral support in the pursuit of his further
education. The researcher’s knowledge in the application of brand and marketing
practices to food industry was because of this person who served as a mentor for him to
become an effective marketing practitioner.
To Mrs. Josephine Macali, his college professor and adviser for her unending
support and love to the researcher’s endeavor in his chosen field of discipline.
To his parents for continuously believing in what he is and capable of doing and to
his siblings who served as an inspiration for him to strive harder.
Most of all, to the God Almighty, who gave the strength and wisdom throughout
this milestone.
J.L.R.L
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CERTIFICATION OF ORIGINALITY
This is to certify that the research work presented in this thesis entitled Television
Advertisement on Consumer Buying Behavior Towards Fast Food Restaurant for the
degree Master in Business Administration at the Polytechnic University of the Philippines
embodies the result of original and scholarly work carried out by the undersigned. This
thesis does not contain words or ideas taken from published sources or written works that
have been accepted as basis for the award of a degree from any higher education
institution, except where proper referencing and acknowledgment were made.

Researcher
April 2018
iv
ABSTRACT
Title : Television Advertisement on Consumer Buying

Behavior Towards Fast Food Restaurant
Researcher : John Lester R. Lequin
Degree : Master in Business Administration
Institution : Polytechnic University of the Philippines
Year : 2018
Adviser : Raquel Ramos, DBA
The Problem
The study was intended to assess the effectiveness of Television Advertisement
on Consumer Buying Behavior Towards Fast Food Restaurant in the City of Biñan.
Research Methodology
The descriptive method was used in the conduct of this study. The researcher
gathered the necessary data using survey questionnaires. The data was tested at .05
level of significance. Frequency, Percentage Distribution, Weighted Mean, Analysis of
variance, and ranking were employed as statistical tool.
Findings
First, the study revealed that 234 or 58.5% of the respondents aged 21 to 25 years
old, mostly male (201 or 50.3%), majority were single (331 or 82.8%); they were mostly
college graduate (262 or 65.5%) with an average monthly total income of 16,000 to
20,000 (244 or 61.0%) who visited fast food restaurant for dine-in once a week (167 or
41.7).
Second, the assessment on the effectiveness of television advertisement on
consumer buying behavior towards fast food restaurant, the respondents assessed the
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following 4 factors as “Effective “for Awareness (GM=4.08) and Interest (GM=3.90);
“Somewhat Effective” for Desire (GM=3.41) and Action (GM=3.23).
Third, on the significant difference in the respondents’ assessment on the
effectiveness of television advertisement on consumer buying behavior towards fast food
restaurant when grouped according to profile, the following findings were noted: (a) by
age, the null hypothesis was accepted for Awareness (p= .438), Interest (p= .909), Desire
(p= .528), and Action (p= .275). (b) By sex, the null hypothesis was accepted for Interest
(p= .086) , Desire (p= .124), and Action (p= .185); however, the null hypothesis for
Awareness (p= .049) was rejected since the p-value was less than the assumed level of
significance of .05. (c) By Civil Status, the null hypothesis was accepted for awareness
(p= .273), Interest (p= .113), Desire (p= .224), and Action (p= .724). In terms of (d) higher
educational attainment, the null hypothesis was accepted for Awareness (p= .510), Desire
(p= .109), and Action (p= .198); on the other hand, the null hypothesis for Interest (p=
.042) was rejected since the p-value was less than the assumed level of significance of
.05. (e) By average total monthly income, the null hypothesis was accepted for
Awareness (p= .344), Interest (p= .527), Desire (p= .344), and Action (p= .316). Lastly, (f)
by the number of visit to a fast food restaurant for dine in, the null hypothesis was
accepted for Awareness (p= .161), Interest (p= .379), Desire (p= .514), and Action (p=
.400).
Conclusions
Firstly, the respondent aged 21 to 25 years old, mostly male and single are college
graduates with an average monthly total income of 16,000 to 20,000, visited fast food
restaurant for dine in once a week.
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Secondly, on the effectiveness of television advertisement on consumer buying
behavior towards fast food restaurant in the City of Biñan in terms of Awareness and
Interest were assessed “Effective”, whereas Desire and Action were assessed
“Somewhat Effective”.
Thirdly, there were no significant difference in the respondents’ assessment on the
restaurant when grouped by age; when grouped by sex, the respondents’ has the same
assessment as to Interest, Desire and Action; conversely, as to Awareness, the
respondents differed significantly; by civil status, there were significant difference in the
respondents’ assessment on the effectiveness of television advertisement in terms of
Awareness, Interest, Desire and Action. By highest educational attainment, there were no
significant difference on the respondents’ assessment on the effectiveness of television
advertisement in terms if Awareness, Desire, and Action but with respect to Interest, the
respondents’ assessment differed significantly. Lastly, there were no significant difference
in the respondents’ assessment on the effectiveness of television advertisement on
consumer buying behavior towards fast food restaurant when grouped according to
average total monthly income and number of visits to a fast food restaurant for dine in in
terms of Awareness, Interest, Desire, and Action.
Recommendations
First, for the awareness, investing through television would cost the brand a million of
pesos and though television advertisement seems to be an effective platform to induce
brand awareness towards certain product for it captures a vast audience. The brand could
also invest to other promotional medium like social media advertising, this is cheaper yet
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a captured way of promotion wherein the content is directly being delivered to a specific
market segment. In the fast food industry, the context of local store marketing is also
being implemented wherein the brand is investing an awareness campaign solely design
to a specific trading area.
Second, the brand will be able to attract the interest of their consumers when
watching TV advertising if they will add stories and experiences to the content telling,
which will make the consumers feel as if they are part of the brand. Key points in the
advertising creative development are music, design and humor. Brand could also invest to
these.
Third, for the desire, the brand can influence the eating habit of the consumers when
the advertising content could will be able to give the consumers the product information
like the health benefit, the price point, and the overview of the taste.
Fourth, the action is the stage where the consumer will now buy the product. It could
also help if the television advertisement will have an endorser, not necessarily a celebrity
but someone who is influential and someone who also speaks for the brand. Promo and
freebies upon purchase will also help. Moreover, it should also drive the consumer’s
participation which can lead to purchase.
Lastly, further studies can be done on the other marketing discipline involving the
consumer like in the field of digitals, social media and online which are now relevant
nowadays.
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TABLE OF CONTENTS
TITLE PAGE........................................................................................................ i
CERTIFICATION-AND-APPROVAL SHEET....................................................... ii
ACKNOWLEDGMENT………….......................................................................... iii
CERTIFICATION OF ORIGINALITY.................................................................... iv
ABSTRACT.......................................................................................................... v
TABLE OF CONTENTS....................................................................................... ix
LIST OF TABLES................................................................................................. xi
LIST OF FIGURES............................................................................................... xiii
CHAPTER 1 THE PROBLEM AND ITS SETTING
Introduction............................................................................ 1
Theoretical Framework.......................................................... 2
Conceptual Framework.......................................................... 3
Statement of the Problem....................................................... 4
Hypothesis.............................................................................. 5
Scope and Limitation of the Study.......................................... 5
Significance of the Study........................................................ 5
Definition of Terms.................................................................. 6
CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES
Fast Food Restaurant............................................................. 9

Awareness.............................................................................. 26
Interest.................................................................................... 29
Desire...................................................................................... 31
Action...................................................................................... 35
Television Advertisement........................................................ 37
Consumer Buying Behavior.................................................... 42
Synthesis of the Reviewed Literature and Studies................. 54
CHAPTER 3 METHODOLOGY
Methods of Research........................................................... 56
Population, Sample Size, and Sampling Technique............ 57
Description of the Respondents........................................... 57
Research Instrument............................................................ 58
Data Gathering Procedure................................................... 59
Statistical Treatment of Data................................................ 59
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CHAPTER 4 RESULTS AND DISCUSSION
Profile of the Respondents................................................... 64
Effectiveness of Television Advertisement

on Consumer Buying Behavior
Towards Fast Food Restaurant............................................ 70
Significant Difference in the Respondents’

Assessments on the Effectiveness of
Television Advertisement on Consumer Buying Behavior
Towards Fast Food Restaurant............................................ 76
CHAPTER 5 SUMMARY, FINDINGS,

CONCLUSIONS, AND RECOMMENDATIONS
Summary.............................................................................. 84
Findings................................................................................ 84
Conclusions.......................................................................... 86
Recommendations................................................................ 88
REFERENCES..................................................................................................... 90
APPENDICES
Appendix 1 Sample Request Letter...................................... 92

Appendix 2 Sample Survey Questionnaires......................... 93
Appendix 3 Certification of Statistician................................ 96
Appendix 4 Certification of Editor......................................... 97
Appendix 5 Biographical Statement...................................... 98
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LIST OF TABLES
Number Title Page
1 Frequency and Percentage Distribution of the

Respondents According to Age................................................. 64

Respondents According to Sex................................................. 65

Respondents According to Civil Status..................................... 66

Respondents According to Highest Educational Attainment..... 67

Respondents According to Average Monthly Income................ 68

Respondents According to Number of Visit
to a Fast Food Restaurant......................................................... 69
7 Respondents Assessment in the Effectiveness of

Towards Fast Food Restaurant in terms of Awareness............ 70

Towards Fast Food Restaurant in terms of Interest................... 71

Towards Fast Food Restaurant in terms of Desire..................... 73

Towards Fast Food Restaurant in terms of Action...................... 75
11 Summary of Over-all Weighted Mean in the Respondents’

Assessments on the Effectiveness of Television Advertisement
On Consumer Buying Behavior Towards Fast Food Restaurant... 76
12 Significant Difference in the Assessment on the

Effectiveness of Television Advertisement on
Consumer Buying Behavior Towards Fast Food Restaurant
when they grouped according to Age........................................... 77
xi

when they grouped according Sex................................................. 78

when they grouped according to Civil Status.................................. 79

when they grouped according to Highest Educational Attainment... 80

when they grouped according Average Monthly Income................... 81

when they grouped according
Number of Visit to a Fast Food for Dine in......................................... 82
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xii
LIST OF FIGURES
Number Title Page
1 Research Paradigm................................... 3
xiv
Chapter I
THE PROBLEM AND ITS SETTING
Introduction
In today’s competitive environment, brands are
maximizing their marketing efforts to compete. The rapid change in terms of technological
advancement has brought these brands to become more visible to various platforms of
promotion. The presence of electronic marketing especially social media has seen its
significance in creating awareness towards the consumers since in the Philippines, the
digital marketing landscape continues to expand as there is an increasing number of
industries who chooses digital over traditional channels.
Advertisement has been defined by distinct number of people and according to
American Marketing Association, advertising has been defined as a form of non-personal
presentation and promotion of ideas, good or services by an identified sponsor. It is a
commercial transaction which is done in order to promote goods and services and is
directed towards a vast audience. The primary objective of advertisement is not to
generate sales or profits alone for this can only be done if the consumers are aware of the
of product and services, and that is where advertisement takes place. This will create a
strong brand awareness that the products or services is existing which will eventually lead
to purchase decision.
The competition in the food service restaurant industry is very evident as they
have been very aggressive in their promotion not only online but also through television.
The communication process is in a thematic manner depending on the intention of the
advertisers of how they want the advertisement to be seen by their consumers.
Television advertisement nowadays is no longer product-centric for it is obvious
now that its content focuses on emotions and feelings which is their determinant for to
catch the consumer in a deeper approach. This will lead to purchase eventually. Past
studies have agreed that advertisement, especially TV advertisement, is the most
effective media since it attracts the mass market through consumers attention. This
medium affects the perception and can influence the buying behavior of the consumers.
Theoretical Framework
This study concentrates in the AIDA theory approach to consumer behavior. The
researcher believes that this theory will help to determine the effectiveness of television
advertisement while taking into consideration the buying behavior of the consumers
toward fast food restaurant.
This approach is a widely been used as one of the founding principle in marketing
specifically in consumer behavior. AIDA theory proposed by Elias St Elmo Lewis, an
advertising and sales pioneer. AIDA stands for Awareness, Interest, Desire and Action.
These stages of the consumers move through a series of steps including cognitive,
affective and behavioral responses that culminate into purchase.
According to Strong (1925), the first formal advertising model, called AIDA
describes these steps. AIDA stands for Attention – Interest – Desire – Action.
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Conceptual Framework
Figure 1. Research Paradigm
The research paradigm shows the relation factors of this study. The researcher
used the Input-Process-Output (IPO) model. This study will assess the effectiveness of
television advertisement on consumer buying behavior towards fast food restaurant in the
City of Binan.
The input box includes the respondents’ profile such as age, gender, highest
educational attainment, average monthly income and the number of visits to a fast food
for dine-in. The variables consisted of awareness, interests, desire, and action.
Subsequently, the process involved in the study is the assessment on the
restaurant and the presentation, analysis of data gathered through questionnaire. The
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output shows the assessed data on the effectiveness of television advertisement,
conclusion and recommendation.
Statement of the Problem
This study aimed to assess the effectiveness of television advertisement on
consumer buying behavior.
Specifically, it sought to answer the following questions:
1. What is the profile of the respondents in terms of the following:
1.1 Age;
1.2 Sex;
1.3 Civil Status;
1.4 Highest Educational Attainment;
1.5 Average Monthly Total Income;
1.6 Number of visits to a fast food for dine-in;
2. What is the respondents’ assessment in the level of effectiveness of TV advertisement
on consumer buying behavior towards fast food restaurant in terms in terms of the
following aspects:
2.1 Awareness;
2.2 Interest;
2.3 Desire;
2.4 Action;
3. Is there any significant difference in the assessment in the level of effectiveness on TV
advertisement on consumer buying behavior towards fast food restaurant when they are
grouped according to profile?
4
Hypothesis
There is no significant difference in the consumer buying behavior of the
respondents when grouped according to profile.
Scope and Limitation of the Study
The study aims to know the effect of television advertisement towards the buying
behavior of the consumer. The researcher conducted the survey to working professional
and used various factors to determine the effect of such. He further analyzed that
television advertisement evokes feeling which will lead consumer purchase. Advertising
platforms used in this study was only television alone and can be further developed in a
more enhanced and more thorough approach using any other promotional and marketing
tool.
Significance of the study
The world continues to evolve: almost all industries are consistently challenged with
the need to realign their organization to the changing demand of the market. The way of
how the brands do marketing also changes for there are now a lot of avenue for their
brand to be noticed. But one platform that is undeniably effective is the use of television
advertisement. In the rise of other promotional tools, television advertisement remains to
be at its peak for it captures a vast number of audience. This study can be used by fast
food restaurant as basis for their future marketing activity especially if they will be using
medium through television.
The researcher believes that the result of this study is beneficial to various
industries, work and career profession.
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To the Fast Food Restaurant. This serves as the company guideline on
implementing marketing programs that will lead to consumer satisfaction. Food business
is very competitive and there is a strong competition in terms of how they will compete
with each other since this a basic necessity of the consumer.
To the Advertising Agency. The input of this study can help this entity to determine
if there is an increasing demand of advertisers who will engage into television
advertisement. The use of video production will increase and that is beneficial to these
agencies.
To the Marketing Practitioner. The result of this study serves as their blueprint if it
cost effective to invest to this kind of format.
To the Academician. Professors can use this research as reference and guide in
order to learn all concepts and theories about marketing communication.
To the Researchers. This study will be useful to researchers who wish to conduct a
more thorough and detailed study regarding consumer behavior.
Definition of Terms
The following terms have been used in the conduct of this study and are defined and
described.
Advertising. Advertising is the communication with the users of a product or service.
Advertisements are messages paid for by those who send them and are intended to
inform or influence people who receive them (Advertising Association of UK. Date
Retrieved December 15, 2017)
Electronic Marketing. The marketing of products and services through online.
(http://www.iaapa.org/docs/handout-archive---ops/Mon_KHAN_EMARKETING.pdf)
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Fast Food Restaurant. are facilities that serve meals and snacks for immediate
consumption on site (food away from home). (https://www.ers.usda.gov/topics/food-
markets-prices/food-service-industry/)
Quick Service Restaurant. Quick Service Restaurants, identified in the industry
by the acronym QSR, are typically characterized by “food served fast” and minimal
table service. The term fast food is also commonly used to describe QSR chains.
(www.fransmart.com. Date Retrieved December 12, 2017)
Television advertising. Is the sending of promotional messages or media content to
one or more potential program viewers. The viewers are influenced by the messages
which results in actions that benefit the advertiser. (www.althos.com. Date Retrieved
December 27, 2017)
Purchase decision. The thought process that leads a consumer from identifying a
need, generating options, and choosing a specific product and brand. The more major the
purchase decision, the more effort is typically put into the process.
(http://kwhs.wharton.upenn.edu/term/purchase-decision/)
Brand Awareness. The probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the
brand with the specific product. (www.managementstudyguide.com. Date Retrieved
December 27, 2017)
Advertising Agency. An advertising agency creates, plans and manages all aspects
of a client's advertising. Advertising agencies can specialize in specific areas, such as
interactive advertising, or they can be a full-service agency that creates advertising
materials like websites, online and social campaigns, brochures, catalogs, direct mail,
7
print ads, radio and TV commercials, sales letters, and more. (www.thebalance.com. Date
Retrieved November 20, 2017)
Promotion. Refer to the entire set of activities, which communicate the product,
brand or service to the user. The idea is to make people aware, attract and induce to buy
the product, in preference over others. (www.economictimes.com. Date Retrieved
December 1, 2017)
Social Media. The collective of online communication channels dedicated to
community-based input, interaction, content-sharing and collaboration.
(www.whatis.techtarget.com. Date Retrieved December 12, 2017)
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Chapter II
REVIEW OF LITERATURE AND STUDIES
This chapter includes the review of literature and studies the researcher
considered in the conduct of this study. It includes foreign and local studies from various
sources that are significant to the development of this study. The presentation follows the
objectives, to know the effect of television advertisement of fast food restaurant towards
consumer buying.
Fast Food Restaurant
Fast food restaurant is a specific type of restaurant that offers quick and quality
menu items of value. The food served in fast food restaurants is typically from a limited
menu, cooked in advance and kept hot, finished and packaged to order, and usually
available for take out. Fast food restaurants are typically part of a restaurant chain or
franchise operation that provisions standardized ingredients or partially prepared food and
supplies to each restaurant through controlled supply channels.
Restaurants differ based on a variety of attributes such as menu style, experiences
they offer, price structures, food quality, service type and atmosphere created on the
premises. Wood & Brotherton (2008) divided the restaurants into two categories: full-
service and limited-service restaurants. Full-service restaurants offer complete table
service to customers, whereas, in limited-service restaurants minimal table service is
offered. Full-service restaurant category includes ‘fine/formal dining (e.g. Michelin-starred
restaurants), casual dining (e.g., family restaurants)’ (Chen, 2014, p. 9), dinner houses,
while the limited-service restaurant category is represented by quick-service restaurants

(e.g. fast food restaurants, catering trucks, salad bars), ‘fast-casual dining (e.g.cafés)’
(Chen, 2014, p. 9), cafeterias and buffets. Fine dining restaurants are upscale dining
premises which offer full table service and target up-market clientele. They provide the
highest service level by well-trained serving staff and meals made of high-quality food
ingredients which results in high-priced menu items.
According to Wood & Brotherton (2008), this segment of restaurants sets itself apart
with top class décor and visually appealing food portions. As opposed to fine dining
restaurants, literature suggests that, casual dining restaurants are usually family-friendly
establishments which offer full table service, and wide range of menu selection for
moderate prices. The dining environment of the restaurant is casual and relaxed (Chen,
2014; Wood & Brotherton, 2008) Conversely, quick-service restaurants (QSR) are
characterized by minimum or rare table service, limited menu choices, and low cost meal
options. Bujisic, Hutchinson & Parsa (2014) describes ‘customer-self-service, low labor
costs, finished good inventory, process driven technology, development of habit forming
purchases and advertising effectiveness’ to be among the unique characteristics of QSRs
(p. 1272).
According to literature another major type of restaurant segment is fast-casual dining
premises. Fast casual restaurant is a category between casual and fast food restaurant. It
does not offer full table service. However, it offers food made with higher quality and more
nutritious ingredients than fast food restaurants, and as anticipated, the menu is priced
accordingly. But, as in a fast food restaurant, the customers wait in line to place their
orders, pick up their own food and locate their own sitting table (Albala, 2015; Smith,
2013). Smith (2013), further explains that, fast casual restaurants usually focus on ethnic
foods, salads and bakery products, which has influenced fast food restaurants to modify
10
their menus to include salads, smoothies, premium coffee, sandwich wraps and so on.
Besides the various types, restaurants also differ in terms of their legal/operational
structures. Literature classifies restaurants into four types of management/ownership
structure, which are sole proprietorship, partnership, limited liability company (LLC) and
corporation; (Chen, 2014; Parpal, 2015).
In a sole proprietor restaurant one person owns and runs the establishment;
partnership restaurants operate based on partnership agreement between two or 8 more
individuals; LLCs combine characteristics of partnership and corporation and governed by
a partnership agreement where one partner is in charge of the establishment while other
members can serve in management board. LLCs are usually comprised of many small to
mid-sized or family-owned restaurants; corporate restaurants are independent legal
entities whose operation is separate from its shareholders. They usually include large
chain restaurants or reserved for franchises.
According to Lesonsky (2012) and Cannon (2005), in chain restaurants all of the
locations are owned, and all operations are handled by one parent company through
central management system, whereas, in a franchise structure, a parent company sells
the rights to use its trade name, brand concept and business formula to the investor(s).
According to Payne (2014) quick-service restaurants are usually associated with chain or
franchise structure.
According to Akira & Saunier (2009), industrialization and global capitalism has
encouraged the emergence of a new global cuisine. The implied type of cuisine is fast-
food. Payne (2014) describes fast food as a category of food which is cooked and served
within minimal time. Brehm (2015, p. 288) goes further by suggesting that ‘fast food refers
to inexpensive food that is prepared and served quickly and easily and sold in restaurants
11
and at snack bars.
A fast food restaurant is a type of quick-service premise that serves fast food cuisine
and provides no table service, though it may provide a seating area (Payne, 2014). Food
served in fast food restaurants is typically prepared in bulk ahead of time and kept
warm/cold until purchased; packaged and served to customer for takeout or take-away.
Payne (2014) mentions that fast food restaurants usually belong to a franchise or
restaurant chain, which uses standardized foods, flavors, cooking methods, and/or
partially prepared produces which are 9 shipped to each restaurant from central supply
networks to avoid the handling costs, preparation time, and to ensure the consistency of
product quality. Literature review reveals that modern fast food industry is relied highly on
standardized procedures and production techniques which mainly utilizes on soft
technology and requires less skill (Funnell & Rogers, 2011; Jones, 2002).
Numerous research studies indicate that simplicity of the service, uniformity in terms
of content and preparation, consistency of quality and value, standardization of
procedures is the integral part of the success of fast food industry (Croslin, 2010; Funnell
& Rogers, 2011; Hogan, 1999; Tannock, 2001). Similar to the findings presented by other
researchers, Croslin (2010) views consistency as a key to customer return in the fast food
industry. His research indicates that customers expect the value and quality of the food to
be consistent in all vendors. Otherwise, the transformative value of the product is lost, and
customer may not return. Menus in most fast food outlets are usually comprised of
burgers, fried potatoes, fried chicken pieces, sandwiches, carbonated soft drinks, coffee,
along with healthier options such as salads, fruit juices, grilled chicken, and baked
potatoes. Food is usually served in plastic or carton boxes, or paper wrapping in order to
reduce the operational costs. This type of packaging keeps food warm for a longer time,
12
avoids the transfer of bacteria, promotes easy storage and transportation (Payne, 2014;
Schlosser, 2001).
According to Smith (2011) and Lodha (2014), many multinational fast food
corporations have modified their menu to match the local dietary preferences. For
instance, vegetarian burgers are offered on menus in India, pork is not served in Muslim
countries, instead halal food is offered to customers, salmon sandwiches appear on
menus in Norway, and a number of fast food restaurants offer kosher items on their
menus in Israel. However, the industry is subject to a passionate and controversial
debate. Opponents of fast food are concerned with its dietary shortcomings while others
criticize it for ‘destroying local culinary values’ (Smith, 2013, p. 625). Some critics
associate fast food with less healthy diet and obesity (Donkersloot, 2002; Etingoff, 2014;
Ferry, 2011; Keller, 2008; Schlosser, 2001).
Donkersloot (2002) argues that fast food is not nutritionally balanced, and contains a
lot of fat and calories, which affect our health negatively. Similar to Donkersloot (2002),
Keller (2008) considers that overconsumption of fast food can lead to greater risk of
chronic diseases. However, Johansen (2012) shares the opposite view on the subject,
and claims that fast food is not the only culprit of society’s health issues. According to the
author, the industry in general offers quality products safe for consumption. Additionally,
the author considers fast food industry as a positive force in society which creates many
jobs, and revenues towards local economies.
Furthermore, the study conducted by Ferry (2011) indicates that despite all the
criticism, fast food consumption has significantly increased over the years. Today fast
food is a multibillion-dollar industry spread to every corner of the world. Leading fast food
chains such as McDonald’s, Burger King, KFC are multinational businesses with outlets
13
across the globe (Schlosser, 2001). Schlosser (2001) reports that ‘Americans now spend
more money on fast food than on higher education, personal computers, computer
software or new cars. They spend more on fast food than on movies, books, magazines,
newspapers, videos, and recorded music-combined’ (p. 3). Likewise, Jones (2002) views
fast food industry as an important segment within a state economy: “today the fast food
industry generates large revenues for its providers and a valuable contributor to
government income, economic growth, the balance of payments and employment” (p.
201).
Restaurant and hospitality industry is undoubtedly one of the significant industries in
the Swedish economy. It is reported that in Sweden restaurant industry generates over 56
billion Swedish kronas in annual turnover, and employs over 75,000 people (The Local,
2006). However, this number rose to 117 billion kronas in December, 2015 (SCB, 2015).
As Stockholm is Sweden’s capital city, it dominates the industry. The report indicates that
on average a person spends 6,196 kronas per year for dining-out while in Stockholm this
number rises to 10,146 kronas per person.
Fast food restaurants make up the significant share of the overall restaurant industry.
In March of 2016, the Swedish Statistics Bureau reported that for the corresponding
month fast food restaurants observed a rise in volume of sales by 9.1% while another
segment of restaurants such as hotel restaurants experienced an increase of 3.6% and
entertainment restaurants only experienced a 1.6% increase in sales. Clearly, fast food is
one of the profitable and growing segments of the restaurant industry. Arguably, the
history of the first fast food restaurant in Sweden dates back to 1932 when a butcher shop
owner Oscar Lithell decided to launch a hot dog shop called “Sibylla”. However, the first
international fast food restaurant opened in the country was McDonalds. Its first outlet
14
opened in Sweden in 1973. Since then many famous international fast food chains such
as Burger King and Subway have opened numerous outlets in the country. Nevertheless,
there are 2 also many local varieties of fast food establishments. Founded in 1968, Max’s
Hamburgers is the local nationwide popular family-owned fast food chain with 120
restaurants and 5,400 employees worldwide. It is one of the most profitable restaurant
business with 220 million EUR turnover (Maxburgers.com, 2016). According to the
corporation’s statement, it is outperforming McDonald’s and Burger King in terms of sales
volume. KFC first opened its outlet in Sweden in 1981 but it was closed due to poor
profitability. However, because of raising consumer demands and growing success of the
fast food industry it was reopened in 2015. In the same year, another famous fast food
chain Dunkin’ Donuts opened its first outlet in Sweden.
The fast food industry is predicted to grow by expanding their outlets further, i.e. both
chains are predicted to expand their networks. Allegedly, KFC is intended to increase its
outlets across the country and open four to six outlets each year (Euromonitor, 2016).
However, just like in many other successful industries there is also a fierce competition in
this industry. Dynamic business environment and growing competition among market
players force fast food operators to sustain competitive advantage, utilize their resources
and enhance their operation. And one way to achieve that is to constantly strive for
improvement, keep up with changing customer needs, perceptions, habits, and retain
market share through a carefully built marketing strategy.
‘As quick-service restaurant (QSR) managers move into the 21st century, they face
an unprecedented challenge: too many food outlets chasing too few patrons’ (Swanger,
1998, p.1). By the increasing customer demands and expectations, competition among
market players gets even tougher. Furthermore, several studies (Enz, 2010; Parsa,
15
Gregory & Terry, 2011; The 3 Florida International University Hospitality and Tourism
Review, 2006; Wood, 2015) claim that the restaurant industry has the highest business
failure rates among other service industry sectors. Parsa et al (2011) further notes that
poor performance and business failures are the consequence of misapprehension of the
growing customer demands, needs and expectations. In addition, offering insufficient
value in market transactions have also negatively impacted food service providers.
According to Aysha Karamat Baig and Munazza Saeed (2012) on study, “Review of
Trends in Fast Food Consumption”, fast food consumption increased dramatically in
Pakistan. Dramatic changes in food consumption, and profound public concern about
health and obesity elucidated that there is a certain considerable need for research to
understand better the attributes or strategies driven by fast food centers in Pakistan. This
is to analyze the fast food market and customer attitudes in Pakistan and outlined
successful and smart strategies of the fast food companies in their attempt to penetrate
the Pakistani market. The objective had been achieved by reviewing McDonald, KFC,
Almaida, Frichick’s and other well-known fast food centers in eastern side of Pakistan,
qualitative or exploratory methodology was used, that included observational research,
surveyed the customers in two big cities of Punjab (Pakistan) by using convenience
sample of 100 respondents. Food choice variables have been explored using literature
reviews. The subject scope of the paper covers fast food sector development and trends
that are foundation for increasing consumption and leading to the social dilemma of
Health deterioration as increasing Global obesity. Factors having impact on Consumers
food choices are; fascination for eating out, socialization, urbanization, taste for college
and university students, convenience for dual-income families in Pakistan, and many
other.
16
Eating in Pakistan is a stirring practice and food has many different styles with
immense restaurants in all the big cities of Pakistan. Worldwide Cuisines can be cooked
in Pakistan, like Asian, Middle Eastern, Indian, and approximately all international dishes,
similarly Fast food chains are mounting in popularity by reason of convenience and their
home-oriented approach. “In data Monitor’s (2005) survey, the fast food market is defined
as the sale of food and drinks for immediate consumption either on the premises or in
designated eating areas shared with other food service operators, or for consumption
elsewhere” (Anand,2011). Today, eating out entirely is part of fast lifestyle, not just a
special treat as it was in years past. Evolution of eating out and food away from home to
an extent of 78 European Journal of Economics, Finance and Administrative Sciences -
Issue 48 (2012) food revolution is an outcome of changing food and eating habits of the
consumers towards convenience in the present time-starved societies, where both
husband and wife are working. Roberts and Worzel (1979) stated that large number of
women working outside the home had less time to cook food at home so, the women’s
time was considered to be an important factor in raising the demand for fast food
consumption in developing countries (Senauer, Sahn, and Alderman 1986). Globalization
has influenced the production and processing of food as well as its sales, preparations
and consumption and with growing relative importance of snacks, burgers, pizzas and
fizzy drinks, people are snacking in a new way. Urbanization is also one of the factors
leading to change lifestyles and increased income and independence of young people,as
it had been stated that demand for food is associated with the life style of urban areas
(Pingali, 2004), and consumption of western style food increased as the income level of
developing countries increased (Regmi and Dyck, 2001). As a result, changes in tastes
and lifestyles backed by urban living will significantly impact food demand and utilization
17
patterns. Nichanj (2005) described that changing lifestyle and work habits decide
consumer’s food choice for fast food that is directing them towards junk health.
The fast food industry, originally conceived in Southern California during the 1940s,
not only altered the eating habits of Americans, but also those in many other countries
around the world, including Asian countries (Schlosser, 2001). In Pakistan first, Fast food
center was opened in 1997 that was KFC and just after one year in 1998
(www.kfc.com.pk,02:06pm,11-03-12) McDonalds started its first outlet in Pakistan
(www.mcdonalds.com.pk,02:06pm,11-03-12).Now Fast food centers found on the corners
of streets, off the side of interstates, airports, malls, schools, gas stations, local shopping
center, and even in hospitals. There had been some factors behind growing industry of
fast food in Pakistan. “A model of factors affecting consumer decision making regarding
food products: a case study of USA and Japan” scrutinized that there are many factors
like values, eating habits, family structure, tastes and fondness affecting consumer food
choice decision making between the countries and even within countries (Nelson, 1992).
Food buying behaviors checked up as part of a “cultural ideology,” that can be prejudiced
by material and social requirements, dependent more on history, routine, disinterest, and
an visual sensibility to form consumption patterns (Anand, 2011).Not only adults but
children had been fonder of going to the fast food restaurants for having fun on occasions
like birthdays, results and even get together parties. Fast foods taste good to those
youngsters, which make them believe that fast food is quick, easy and satisfying as fast
food centers had been making “value” meals for children that are increased in portion
sizes and becoming a fashion, as customers are not only eating but enjoying the
environment.
Goyal and Singh (2007) have culminated that the young consumers visit fast food
18
channels for fun and change.Fast food chains had been, innovative and forceful at inviting
customers out of their kitchens up to fast food centers. Cullen (1994) stated in his work,
titled “Time, tastes and technology: the economic evolution of eating out” interpreted that
the rising Americanization of eating out had tracked a culture of fast food and provided
more importance to convenience and eating out behavior due to such certain reasons,
dramatic changes occurred in fast food consumption of Asian countries (Shetty, 2002).
Structural changes in the demand for food in Asia have projected that Asian countries had
been 79 European Journal of Economics, Finance and Administrative Sciences - Issue 48
(2012) undergoing transformations in their economies supported by rapid urbanization
and this trend would continue in the years to come (Huang and Howarth, 1996).
The United Nations Economic and Social commission for Asia predicted that by 2020
fifty percent of total population would be urban; half of that population would be from Asia.
So fast food organization had been taking it as an opportunity to serve Asian developing
countries like Pakistan that had considered as an attractive segment of market. “Food in a
globalized world” has concluded that food is a means of life but it has become meaningful
investment for business (Ragavan, 2003). But in an unhealthy way, as there is a potential
link between fast food intake and weight gain (Rosenheck, 2008). The health of the
children around the world is put at risk by the marketing of junk food, said in a report from
the Food Commission issued recently.The study is elected to explore consumer food
choice variables in the wake of changing food and eating habits, and to get better
understanding of factors that are inducing people towards more consumption of Fast food.
There are fundamental strategies, intended at getting customers into restaurants; some of
these strategies had been described, adopted by different fast food companies in
Pakistan. Previous studies (McNeal, Stem, Jr. and Nelson, 1980; Miller, and Ginter, 1979;
19
Louviere, 1984) helped to govern the multi feature criteria on which consumers
differentiate fast-food restaurants.Eleven characteristics were provoked from the past
studies (Nelson, 1992) and they are price, responsiveness of employees, diversity of
menu, service swiftness, calorie content, cleanliness/Environment of the outlet,
convenience; business hours/elimination of gap in meal; delivery service; inventiveness
for children; seating facilities, out of upper mentioned strategies all of these strategies had
been directing Pakistani customers to spend more than they’d thought at first fleeting
look. Fast food centers, strategized to fulfill the gap in meal through identifying the need of
customers for wide range of variety in breakfast, restaurants that had only been open for
lunch and dinner, were absent on breakfast. Though, different fast food centers had
started opening early in the morning and offering breakfast meals, For example; During
Ramadan McDonald’s started offering Special “Sehare” deals.Their key to success was to
look for menu lines that are a flavor variation on core lines (vertical expansion) rather than
looking for horizontal menu expansion, on line ordering, group discount coupons, had
captured young student through arranging concerts inside fast food centers and
sometimes by offering tickets on some special meal offerings. At the same time they
induced children attention by providing play land area, as children are a great market for
them also, Preferably children more like to invite their friends on their birthdays at fast
food centers as they has developed the thought that there they can have better time in a
pleasant environment as well. They facilitated customer, if customer had not been coming
inside the door then food can be delivered to them at their place whether at working areas
(Office meal) or watching movies at their homes, they had tried to be more convenient
ever, as previous research showed that there had been a constant rise in the demand for
convenience foods and snacks over a number of years (Traill, 1994; Keynote, 2003).Fast
20
food centers had been offering special mid night deals may be at lower price or by
offering Buy One get one free schemes. Similarly; with easy and effective drive through
services, they are making more margins on sales with the concept behind that they care
about their customer’s time and convenience. In this study author had tried to evaluate
what attributes had been becoming the reason for customers attraction towards fast food
in Pakistan.
According to The Philippine Star on the article “The Philippine Fast Food Industry”,
January 4, 2012, on the 2009 Family Income and Expenditure Survey (FIES), around 42.6
percent of the total expenditure of a typical Filipino household is solely being allocated for
food. Changing consumer behavior and lifestyle, however, are some of the factors that
continuously shape and influence households’ decisions on food consumption. The
increasing numbers of white-collar workers, the women’s changing role in the society, the
shifting consumers’ preferences towards leisure and convenience, and urbanization have
heightened consumer demand for food services—particularly for fast food services. Per
IDEA, a fast food refers to a type of restaurant that offers quick services and affordable
food. This thriving industry has transformed the landscape of Filipinos’ diet and culture.
Buying of fast food has now become an everyday routine for most people, especially for
middle class earners engaged in productive activities. Most fast food establishments are
located in Metro Manila and in several major cities in Central Luzon and Southern
Tagalog. As of 2009, there are around thirty-two thousand fast food outlets in Metro
Manila area alone. Emerging urban areas outside Luzon—including Metro Cebu and
Metro Davao—are also considered as strategic locations for outlet expansion. Per same
published report, it was revealed that according to the 1994 Philippine Standard Industrial
Classification (PSIC) handbook, fast food services are classified under class 55210—
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restaurants, cafes and fast-food centers. This classification comprises all activities
concerned with the sale of prepared foods and drinks for immediate consumption in the
premises such as restaurants, cafes, lunch counters and fast food outlets. It is also
concerned with take-out operation activities which includes drive-thru option.
Furthermore, it was also revealed that Gross Value Added (GVA) in the hotel and
restaurant industry remains to be in the uptrend in the past decade. The industry posted a
decade best of 9.3 percent GVA growth in 2007 but was immediately followed by modest
GVA growth rates of 3.1 percent and 2.7 percent in 2008 and 2009, respectively. The
slow down illustrated the industry’s difficulties in sustaining high growth during the height
of the Global Economic Crisis (GEC) in 2008 and 2009. The industry reverted back to its
bullish growth in 2010 with 9.1 percent. The sustained positive growth of the industry
during the last decade can be attributed to the robust performance of the restaurant
sector, particularly the fast food subsector given that approximately 80 percent of the
restaurants in the country are classified as fast food.
Based on a report released by the Department of Primary Industries–Victoria,
Australia, the Philippine Fast Food subsector is valued at USD 3 billion, with growth rates
ranging from 10% to 15% in the last decade. This subsector is immune to most economic
turmoil given its large pool of consumers, ranging from middle class workers to wealthy
local and expatriate customers. In addition, the fast food industry has managed to capture
high-end restaurant goers when general prices are rising based on the 2010 Top 25,000
Corporations List released by the Securities and Exchange Commission (SEC), 1,469
companies that fall under the classification of restaurants, cafes and fast-food centers
registered consolidated gross revenues and profits of Php124.41 billion and Php4.04
billion, respectively.
22
Total reported assets reached Php64.12 billion. Revenue concentration is heavily
skewed in favor of large?scale companies; in fact, the five largest players—which are all
established fast food companies—already account for 43.3% of the combined revenues of
the 1,469 listed corporations mentioned above. It only suggests that competition in the
fast food subsector is intense, specifically for smaller players.
Jollibee Foods Corporation remains to be the front runner among the leading fast
food outlet in the country. It has also managed to be in the country’s top 100 corporations
for more than two decades now. In 2009, its total revenues amounted to Php26.16 billion
while its total net sales reached Php2.60 billion. In addition, Jollibee had the largest asset
size among other local players with Php23.28 billion. As of March 2011, there were
around 719 Jollibee stores in the country and 407 stores abroad—which included the 278
stores in China.
Likewise per same published report it revealed that in general, the country has a very
young population, where people with age ranging from 1 to 29 comprise about 64% of the
total population. Such characteristic favors the fast food industry as the sector generally
appeals to the younger crowd. Moreover, figures from the Family Income and Expenditure
Survey reveal that households’ choice of food consumption is changing, wherein
purchases of food away from home continue to surge steadily while expenditures for food
prepared at home declines; in fact, eating out accounts for about 11% to 13% of the food
budget in the previous decade—an improvement from the 8% to 9% range recorded in
the early 1990s.
The modern food service market in the Philippines—driven by convenience and
competitive prices—is currently being dominated by fast food establishments such as
Jollibee, McDonalds and ChowKing. According to the 2006 Census of Philippine Business
23
and Industry (CPBI), there are 2,118 Restaurants, cafes and fast-foods centers in the
country that employ at least 20 persons. These firms have an average employment level
of around 97,080 paid personnel and they receive a mean annual salary of Php83.31
thousand. The CPBI, however, have possibly underestimated the actual number of
restaurant due to the limitations of this survey. Based on the industry study conducted by
Philippine Institute for Development Studies (PIDS) in 2001, more than 36,000 fast food
chains were already recorded as of 2000, according to IDEA.
According to Kuang-Ju Chen (2008), there are 15,000 fast food restaurants
operating in Metro Manila. The most common tools adopted by the fast food companies in
the Philippines are window displays, free delivery, radio and TV advertising, and billboard
advertising. The success of the fast food industry in the Philippines can be attributed to
the factors of standardized procedures, limited menus, placing emphasis on value, speed
and efficient service and franchising. The fast food industry has changed the urban
lifestyle because it developed well in cities but fast food companies are reluctant to
develop a market in the suburbs. That is, the fast food market in the Philippines still has
room for expansion to those who want to invest.
According to Chen, Mei- Liang et. al (2009) on his research entitled “Expansion
Trend of Fast Food Franchises in Metro Manila” states that, Filipinos are increasing into
fast food, as the rapid expansion of fast food restaurants in Metro Manila can prove that.
There are currently many newly opened fast food restaurants across Metro Manila and
other major cities in the Philippines. Growth of population and changes in consumer
behavior has facilitated the prosperity of fast food industry. In addition, influxes of
population and changes in lifestyles – such as preferences for leisure, convenience, and
food-away-from-home, women’s changing role in the society, and the urbanization of
24
families – all contribute to the growth of fast food industry. Fast food industry builds upon
two basic individual demands. From its model of franchise and product concepts, fast
food industry will continue to grow. Being exposed to media advertisement, consumers’
dining habits have been changed. Furthermore, given the reasonable and affordable
product prices, the increasing number of white-collar workers – particularly white-collar
women, whether single or married, young or old – has boosted the demand for food
service. Therefore, fast food industry can be said to develop upon the structural changes
in working class and families. Statistics indicates that there are currently thirty-two
thousand fast food restaurants in Metro Manila. However, the survey of consumer
tendency in Metro Manila shows that profits of fast food franchises depend on product
consumption frequencies. Most fast food franchises create profits by expanding branch
stores. Obviously, there is still plenty of room for fast food industry to expand. Therefore, it
is necessary for managements to apply effective management strategies for promotion
programs. However, many enterprises are indifferent to whether or not advertisings or
promotion strategies will facilitate their sales performances, despite the fact that
integrating product, price, place, and promotion strategies into marketing mixes is a key
process during decision-making. Given that fast food franchises dominate the food and
beverage industry, this study aims to analyze fast food buying behavior in Metro Manila
and compare and contrast the marketing’s four P’s of twelve fast food franchises. The
twelve fast food franchises here refer to MOS Burger, Tropical Hut, Shake, Pizza Hut,
Jollibee, Domino, McDonald’s , Wendy’s, KFC, Cindy’s, Burger King, and Subway.
25
Awareness
The first AIDA step is attention. According to Strong (1925) this means that a
promotion should attract the attention of a potential customer. Drawing attention is needed
and necessary for an ad to be effective and persuade the customer from being exposed to
one (Rossiter and Percy, 1987). In line with Strong (1925), Peter and Olsen (2005) also
state that the first influence an advertisement should have is drawing attention from a
user. With regard to SEA, drawing attention is a very important step because of the
competition. Since the editorial policy, as described previously, getting noticed is difficult
because of limited area to distinguish ads from competition.
Brand awareness refers to the strength of a brand’s presence in the
consumer’s mind” (Aaker, 1996, p.10). It is a measure of the percentage of the target
market that is aware of a brand name (Bovee et al, 1995). Marketers can create
awareness among their target audience through repetitive advertising and publicity
(Stryfom et al., 1995). Organizations can generate brand awareness by, firstly having a
broad sales base, and secondly becoming skilled at operating outside the normal media
channels (Aaker, 1996). Brand awareness is measured according to the different ways in
which consumers remember a brand, which may include brand recognition, brand recall,
top of the mind brand and dominant. According to Aaker & Joachimsthaler (2000), define
brand equity as brand assets linked to a brand’s name and symbol that add to, or subtract
from, a product or service. According to them, these assets, can be grouped into four
dimensions: brand awareness, perceived quality, brand associations, and brand loyalty.
Taking Aaker’s (1991) study on brand awareness enlightens this theory of brand
equity’s integral part that is brand awareness. As his studies had profoundly covered
26
petite aspects of this topic to clarify its purpose of being there and why it has been so
important and in fact gaining more insights by the organizations which are investing a lot
in the brand share and its value which is caused from the initiation point of bringing
awareness to the consumers about the brands in the market until its trial, adoption and re-
purchase to the loyalty aspect which has been covered thoroughly. Brand awareness as
into further elaboration is the capacity of consumers to recognize or remember a brand,
and there is a linkage between the brand and the product class, but the link does not have
to be strong. Brand awareness is a process from where the brand is just known to a level
when the consumers have put the brand on a higher rank; the brand has become the “top
of mind” (Aaker, 1991).
Aaker (1991) further explains that loyalty is basically a measured capacity of how
much a purchaser can be emotionally involved in a brand. It shows how much a consumer
is willing to change to another brand, when other brands are offering more than the brand
being in use. By time, the loyalty gets higher, the consumers’ platform and the competition
against competitors gets stronger. Brand Loyalty indicates the sale which is the future
profit of brand equity. Aaker (1991) tells that brand awareness, perceived quality and clear
effective brand identity can contribute to higher loyalty (Aaker, 2002) (Mark, Goransson &
Sevensson, 2005). Brand awareness and brand image to be ascendant to brand
satisfaction and brand trust. That is, both brand satisfaction and brand trust require brand
knowledge; unless a consumer has a representation of the brand in memory – including
awareness and a positive image – he or she cannot be satisfied by the brand or trust the
brand (Chaudhuri, & Holbrook, 2001). In particular, brand name awareness related to the
likelihood that a brand name will come to mind and the ease with which it does so. Brand
awareness consists of brand recognition and recall performance. Brand recognition is
27
related to consumers’ ability to confirm prior exposure to the brand when given the name
as a cue. Brand recall relates to consumers, ability to retrieve the brand when given the
product category, the needs fulfilled by the category, or some other type of probe or a cue
(Dolak, 2003).
The reason for studying brand awareness the important role it plays in consumer
decision making/perceived value/ consumer loyalty for three major reasons: First, it is
important that consumers think of the brand when they think about the product category.
Raising brand awareness increases the likelihood that the brand will be a member of the
consideration set (Baker et al., 1986; Nedungadi, 1990), which are the handful of brands
that receive serious consideration for purchase. Second, brand awareness can affect
perceived value and decisions about brands in the consideration set, even if there are
essentially no other brand associations. For instance, consumers responsd strongly and
decide to buy only familiar, well-established brands (Jacoby, Syzabillo, & Schach, 1977;
Roselius, 1971).
In low involvement decision settings, a minimum level of brand awareness may be
sufficient for product choice, even in the absence of a well-formed attitude (Betteman &
Park 1980; Hoyer & Brown 1990; Park & Lessig, 1981). Using elaboration likelihood
model (Petty & Cacioppo, 1986) suggest that consumers may base choices on brand
awareness considerations when they have low involvement, which could result from either
a lack of consumer motivation or lack of consumer ability. A brand with high awareness
and with positively distinguishing associations will have a high added value for consumers
(Riezebos, 2003). According to Hansen (September 25, 2015), TV, radio, and print
advertising provides marketers with broad platforms capable of reaching thousands of
consumers. Digital display and video help augment these marketing strategies and build
28
brand awareness among targeted demographics with specific messages designed to
increase knowledge and familiarity with the brand.
Finally, brand awareness affects consumer loyalty and decision-making by
influencing the formation and strength of brand associations in the brand image created
through the different information attached to the brand in memory.
Interest
When looking at advertising in general a couple of fundamental steps have to be
taken to promote the advertisers message to a potential customer. Probably the first
formal advertising model, called AIDA (Strong, 1925), describes these steps. AIDA stands
for Attention – Interest – Desire – Action. According to Lavidge and Steiner (1961) the
AIDA advertising model is a “hierarchy of effects” type of model.
Suggesting that there are fundamental steps that a customer takes from being
exposed to an advertisement until actual product purchase. By the AIDA model the
advertiser is able to encourage the user to do so. Vakratsas and Ambler (1999) state that
these hierarchy of effects type of marketing models have dominated the stream of
literature since the AIDA model has been published.
According to Close (December 2016), Hypothesized that socioeconomic status,
using educational attainment as a proxy measure, would moderate the relationship
between frequency of restaurant eating occasions and less healthful eating habits in order
to evaluate the differential impact that economic conditions may have on eating out
options. While it is reasonable to expect that demographic characteristics might play an
important role in explaining the choice of eating-out establishments more commonly
frequented, our data showed no significant effect based on educational attainment, a
29
proxy measure for socioeconomic status.
According to the research of Morse KL and Driskell JA entitled, “Observed sex
differences in fast-food consumption and nutrition self-assessments and beliefs of college
students” published March 29, 2009 states that, A larger (P = .0592) percentage of men
than women reported eating at fast-food restaurants because they thought these
restaurants were "inexpensive and economical." Most of the subjects reported eating at
fast-food restaurants 1 to 3 times weekly. The frequency of eating at fast-food restaurants
was significantly different for men than for women (P < .01) as was the response
distribution for considering the energy content of items on a fast-food menu when making
their selections (P < .0001). Body mass indices of men were significantly higher (P <
.0001) than those of women. A significantly higher (P < .0001) percentage of women than
men strongly agreed with the statement that "the nutrition content of food is important to
me." Several sex differences were observed in the fast-food consumption and nutrition
beliefs of these college students.
According to the research entitled “The Influence of Marital Status and Age on the
Perception of Fast Food Consumer in an Emerging Market” of Madeline Melkis et.al,
(January 2014) Since eating out at fast food restaurants has become a new trend in
Malaysia, restaurant owners should understand how marital status and age influence
satisfaction and its antecedents of their customer. the aim of this research is to measure
the influence of marital status and age group on product, price, service quality,
environment and satisfaction from patronizing fast food restaurant. This study draws
several implications for restaurant owners or managers from the result of this study. First,
it is critical for the restaurant owners or managers to pay attention on marital status and
age of their customers as these two factors significantly influence their satisfaction and
30
perception on price. Second, this study indicates that single and married consumer
perceived service quality of fast food restaurant differently.
According to Aloia (January 7 2013), the high-income neighborhood group was more
likely to report enjoying eating at fast food restaurants than their low-income
neighborhood counterparts, there were no significant differences in the reasons for
visiting fast food restaurants (convenience, price, social enjoyment, and quality of meals)
between the two groups. Both groups preferred home cooked over restaurant meals, and
they recognized that home cooked food was healthier.
According to Aytan Mammadli (August 2016), choosing some restaurant consumers
value the quality and taste of the food in the first place, along with the cleanliness and
hygiene in the food production as well as in the dining area. Consumers also give
importance to the quality of service and menu variety along with a service speed (speedy
handling of orders). It implies that fast food vendors principally need to focus on those
parameters besides other service attributes. Even though the vast majority of customers
expressed satisfaction with their dining experience at fast food premises, the results
clearly show that consumers don’t visit these premises only for food, but for fun, for
change and for social activities such as meeting friends, for convenience, for fun and
change.
Desire
Desire is the stage that consumers generate their wish for the products. Consumers
prefer the products more than other competitive or substituted products. At this stage,
consumers are aware of and have their favorable feeling towards the products. They also
have some knowledge about the products quality and benefits. Then, they develop their
31
preference in the products.
An investigation of the behavioral purchase desire of consumers leads to knowledge
and behavioral understanding of consumption. One of the challenges encountered by
marketing specialists and store managers is the conversion of purchase desire into
purchase decision (Safarzadeh, 2012). Purchase desire signals the intensity of personal
will and intention for meaningful, purposeful behavior in the purchasing process. Also, the
correlation between purchase desire and behavior indicates that in the purchasing
process, individuals intend to engage in behaviors that they are inclined towards
(Yaghoubi and Shakeri, 2009). Thus, purchase desire may be defined as an individual’s
desire to prefer a product/service with favorable features for the consumer (Albayrak,
2012) such that their purchase reflects their real, actual choice (Ron, 2013). It has also
been established that a desirable purchase leads to the repetition of purchases in the
future (Olson, 2013), indicating the real choice of the shopper.
It is necessary to remember that the consumer decision process is influenced not
only by the cognitive process, but also by the affective one (Bagozzi, Gopinath & Nyer,
1999), where the marketing stimuli influences emotional perceptions of consumers, with
the intention to produce a purchase as the outcome.
Consumers that use e-shops are becoming more and more adept and they are
looking for superior and pleasant experiences that fulfill their need, not only to acquire a
product but to enjoy doing it. (Koufaris et al., 2001/2002). These experiences of joy or
excitement are related to the emotions that consumers experience during the purchase
process in traditional retailing. Those emotions related to the marketing stimuli are easy
identifiable and many studies have been done on them. However, in e-tailing, given the
lack of physical contact with the consumer, the factors that induce the emotional state in
32
the consumer are harder to identify and understand (Laros and Steenkamp, 2004).
In 1974 Albert Mehrabian and James A. Russell, both psychologists, developed a
theoretical model about the effect the environment has on consumer behavior. This model
used a Stimuli-Organic-Response paradigm (Donovan & Rossiter, 1982). It affirms that
the atmospheric signals affect the consumer perception of their cognitive and affective
state and consequently affect the consumer behavior, which can be approach or
avoidance to the store (Lorenzo, Gómez, Mollá & Mondejár, n.d.).
Aside from the traditional stream of research on cognition’s effect on consumer
behavior, affect (emotional state) recently has been given an important place in the
scientific research as well as effect on consumer behavior and the decision making
process (e.g. Chen & Bargh, 1998; Schwars & Clore, 1996 respectively). Presently,
scholars are studying the influence of emotions provoked by marketing stimuli on the
consumer response (Laros & Steekamp, 2004), both in traditional and virtual stores. This
literature review focuses only on the findings on the affective consumer response, putting
aside the cognitive response for not being the main stream in this research. The
atmospherics of online stores are a relatively new research area that emerged from
conventional store research in the beginning of the 2000s (Manganari et al. 2009).
Dailey (2004) has adapted Kotler’s (1973, 1974) definition of atmospherics to the
online store context by saying that ―web atmospherics can be defined as the conscious
designing of web environments to create positive effects (e.g., positive affect, positive
cognitions, etc.) in users in order to increase favorable consumer responses (e.g. site
revisiting, browsing, etc.)‖.
Further, atmospheric variables or cues are defined as ―any component within an
individual’s perceptual field which stimulates one’s senses and thus affects the total
33
experience of being in a given place at a given time‖ (Milliman & Fugate 1993).
Atmospheric cues have also been classified into high-task relevant and low-task relevant
categories. High-task relevant cues are site descriptors that assist the consumer in
attaining the shopping goal and include pictures, sampling 11 availability, price, terms of
sale, delivery, return policies, and navigation aids and descriptions of the product. Product
cues are also called merchandising and have been defined as those aspects that regard
the online offerings Szymanski & Hise, 2000).
In this aspect the important issues are the information available in the web site
regarding the offerings; it can be displayed as information offered by the store, or
information or comments of the other consumers (Jayawardhena & Wright, 2009).
Meanwhile Low-task relevant cues are relatively insignificant site information in attaining
the shopping goal; colors, background patterns, borders, fonts, music, animation,
entertainment (e.g. games), icons, image maps, non-product related pictures, amount of
white space, secure transactions/connections indicators, web counters, ―unity of site,
affiliations, and site awards (Eroglu et al. 2001).
Thus, with the intention to measure the relationship between the marketing stimuli
and the consumer affective desire, a set of main store attributes as independent variables
we used; pictures and color scheme and design (Nielsen & Thair, 2001), music and
interactivity (Eroglu et al., 2003), with an hedonic dimension (Childers et al., 2001), the
navigation structure, design or layout of the web site (Daily, 2004), as utilitarian dimension
(Childers et al., 2001), and factors relating to merchandising, information and stock
(Jayawardhena & Wright, 2009) Regarding the affective response of the consumers, the
variables were those related to the arousal and satisfaction of the consumer (Donovan &
Rossiter, 1982; White & Yu, 2005). This set of variables have the particularity to be
34
intermediate variables.
Close, Lytle, and Viera (December 2016) in their study concluded that greater
frequency of fast food restaurant eating is associated with less healthful eating habits and
that taste preferences or other factors, independent of demographic characteristics, might
explain the decision to eat at fast food or sit-down restaurants.
Action
This is where the last AIDA step comes in: Action. The purpose of this step is to call
the user in to action; buying the promoted service or product. To do so, the consumer must
have the ability to take action to purchase the product (Strong, 1925). The ad could, for
example, inform the customer where to do so. Even though within SEA the actual
purchase of a product is a couple of mouse clicks away and the users are not passive
recipients of the promotion, there is still the necessity to call these potential customers into
action. A call into action (here usually described as call to action) is not only needed for a
promotion, it also could improve the advertisement’s effectiveness. So the threshold that
has to be taken is relatively small, hence the user could be easily persuaded into taking
actual action. In line with the last AIDA step, Janal (2000) states in his book that in order to
have an effective online advertisement there is a necessity of the use of a call to action
statement in the ad. Since the final purpose of a promotion is to persuade the user into
converting the promoted message into a purchase the use of a sentence in a imperative
form is obvious.
According to Motes et al (1992) such a sentence is a linguistic condition associated
with high readership and will increase the effectiveness of a promotion. If this action a user
is supposed to take is put in a SEA perspective, one should take into account that the
35
actual action is a simple click on the displayed ad. So, as mentioned above, the threshold
that has to be taken is relatively small, hence the user could be easily persuaded into
taking actual action. From a more practical point of view, Janal (2000,) states that the use
of such an imperative is able to change the users behavior with the result of the user
becoming a customer by ordering the product. With regard to this, the study of Hofacker
and Murphy (1998) showed that the use of 19 call to actions within online banner
advertisement have a positive effect on the effectiveness of the ads. This effect was
superior to the effect the variants without the call to action had. In contrast to the online
environment, the study of Rossiter (1981) found that the use of imperatives within classic
advertising has a negative effect on advertisement effectiveness.
Nonetheless, Turkle (1995) states that users in an online environment behave
differently than users in the real world. Hoffacker and Murphy (1998) describe that moving
through the online environment is relatively easy and the curiosity factor for advertisements
with an call to action could drive the users who are hedonically using the web in order to
see what is behind an advertisement. Besides, Hoffacker and Murphy (1998) argue that
ads with an call to action are relatively ‘peripheral’ compared to more ‘central’
advertisements with regard to the Elaboration Likelihood Model (Petty and Cacioppo,
1986). The imperative form of an call to action “…may match the hedonic mode of most
visitors to the site, inducting them to click without much cognitive effort being expended.”
(Hoffacker and Murphy, 1998:710).
Online customers don’t behave the same as a customer visiting a physical point of
sale. Together with the fact that an advertisement has the purpose to call a customer into
action, that there is a need of call to action statements in ads and the positive effect these
imperatives have within the online banner advertising environment, call to actions could
36
also affect the online consumers behavior and influence the effectiveness SEA
advertisement have.
Television Advertisement
Television is the source of the most widely shared set of messages and images in our
history (Gerbner, Gross, Morgan, & Signorielli, 1986). It has become the primary common
source of socialization and its mass-produced images and messages "form the
mainstream of a common symbolic environment" (Gerbner et al., 1986, p.18).
Accordingly, television's chief function is enculturation, that is, to be a medium of the
socialization of most people into their cultural roles and standardized behaviors (Gerbner
& Gross,1976). Advertising is to create understanding, liking, and selection of product
or services. The most influencing theory in marketing and advertising research is attitude-
towards-the-ad. However, the attitude that is formed towards the advertisement help in
influencing consumer’s attitudes and perception toward the brand until their purchase
intent (Goldsmith & Lafferty, 2002).
According to various studies, it revealed that television advertisement has the
biggest effects on audiences and persuade them to start purchasing processes and has
strong influence on consumers’ perception (Jolodar & Ansari, 2011).
The major aim of television advertising is to impact on consumer buying behavior;
however, this impact is changed frequently with people’s emotions and perception.
Emotions and perception regarding a particular product consist of those factors which
affected consumer mind in terms of its cultural values and beliefs (Romaniuk & Sharp,
2004).
Jerome D. Scott's (1943) states that the effects on advertising outlays upon profit
37
and liquidity are important considerations in setting outer limits for advertising. He also
describes that normally a time lag occurs between advertising outlay and sale results. In
his opinion the firm's resources set a real limit on advertising outlay.
According to Saksena (1990), found that consumers are influenced by TV
advertisement and mostly purchased those brands and products which are advertised
more on television.
Previous studies also focus their attentions on the psychology side of advertising and
they indicate how to use people’s emotions to get their attention and increase their recall
of the advertisements, in the hope that this will lead to the purchase of that product in
some point in time (Elliott & Speck, 1998).
That is why the basic aim of advertising is to encourage people to buy things and
creates awareness (Bijmolt et al., 1998). According to the traditional attitude theory
consumer, behavior is predicted from consumer attitude when consumers buy the brand,
which they like the most. An attitude may be defined as “acquire behavioral disposition”
(Smith & Swinyard, 1983).
Joon (1992) asserts the effect of television advertisements on the purchasing
behaviour of homemakers revealed that 40 per cent of the respondents were influenced
by their advertisements. The factors such as good quality, earlier experience, less
consumption, cost and tv advertisements with the brand were important in influencing the
respondents to repeat the purchase of brand.
Furthermore, past studies reveal a fairly strong relationship between advertising
investments and sales. Perreault and McCarthy (2000) admit that one of the methods of
measuring advertising effects is to evaluate sales. To help evaluate the extent to which
advertising dollars are earning the best return on investment, it is important to know how
38
effectively television advertising are able to capture and maintain audience attention and
how likely they are to engage the cognitive processing of the consumer to an extent
comparable to objectives. However, the cost per view and the effectiveness are still in
question (Patsioura, 2009).
In the literature on multimedia advertising effectiveness, Dagger and Danaher (2013)
built a single-source, customer-level database of ten advertising media and sales for a
large retailer. They found that single-medium advertising elasticities were highest for
catalogs, followed by direct mail, television, email and search, showing that direct-
response channels and television were both effective at increasing short-term sales. In a
similar vein, several recent studies have found synergistic effects on sales between
television advertising and advertising in other media (Kolsarici and Vakratsas 2011, Naik
and Peters 2009, Naik and Raman 2003, Ohnishi and Manchanda 2012). The sum of the
evidence suggests that cross-media effects exist. However, researchers are just starting
to understand how the content of one medium might influence consumers’ behavior in
another. In an early effort, Godes and Mayzlin (2004) showed that online discussions of
new television programs helped to predict those programs’ ratings, suggesting that
measures of online word-of-mouth reflect broader trends in consumer conversations.
More recently, Gong et al. (2014) designed a field experiment to measure the causal
impact of tweets and re-tweets on ratings of a television program. They found that
promotional messages increase viewership, with larger effects when they contain
informational content and are retweeted by influential users. The current paper is also
inspired by previous work on direct response advertising. A seminal example in this area
is Tellis et al. (2000), which estimated how consumer telephone calls responded to
television advertisements for a new medical service. Among numerous findings, the
39
results showed that advertising significantly increased the number of calls over a
baseline, but that its effect diminished rapidly after the first one or two hours. Chandy et
al. (2001) extended this work to consider the influence of specific advertising appeals on
consumer response. Informative and emotional appeals were both effective in generating
telephone calls, but informational content was most effective shortly after market entry
while emotion-based content became more effective with time. TV Advertising and Online
Behavior Television ads are valuable for generating awareness, knowledge and interest in
new products. A direct consequence is that effective television ads may lead viewers to
seek out more information about these products and brands (Rubinson 2009).
Recently, consumers have started gathering a great deal of product information online,
and to date, the most studied online behavior among TV viewers has been searching for
advertised brands and products using search engines (e.g., Joo et al. 2014). Such online
search is obviously important to the brands that sell primarily online, but it also matters to
offline retailers, as it allows interested consumers to learn more about an advertised
product prior to incurring a costly store visit. Nearly all major retailers provide extensive
assortment, product and price information online, often in formats that can help
consumers locate physical products in local (offline) retail environments.
In the literature on advertising and online search, Lewis and Reiley (2013) found that
advertisements during the Super Bowl tend to trigger online searches for the advertised
brands immediately, within one minute, with smaller effects persisting up to an hour after
the ad’s broadcast time. However, their analysis did not include direct traffic to the brand
website or online purchases, making it impossible to distinguish interest in the ad’s
entertainment value from interest in the advertised product. They suggested that “other
user data such as site visitation and purchase behavior could provide a more holistic
40
perspective…” Following this observation, we posit that people have two main decisions
in response to TV ad exposure. First, they choose whether to visit the brand’s website or
not. If the website domain is very salient, visitation would most likely occur by a direct
route, such as entering the website address into the browser or by clicking a bookmark. If
the website domain is unknown or not salient, the consumer might instead visit a search
engine and then click a referring link to the brand’s website. Second, upon arrival at the
website, the consumer eventually decides whether to purchase or not. When thinking
through the possible influence of TV ads on online shopping, it is necessary to consider
the role of the brand’s website. Broadly speaking, the brand’s website can serve two
roles: it could primarily be a channel for selling (i.e., providing product information and
additional persuasive arguments), or it could primarily be a channel for order fulfillment
(i.e., minimizing the consumer’s transaction cost). An advertisement that stimulates
interest without providing much information might be more effective in conjunction with a
brand’s website that is a primarily a channel for selling. A TV commercial that provides
extensive selling arguments might be more effective when used with a website that
maximizes order fulfillment. The interplay between advertising and distribution tactics has
been studied extensively.
Anderson and Renault (2006) formally modeled this trade-off: in equilibrium, a rational
consumer’s willingness to incur a search cost (e.g. visit a website) is greater when the
firm advertises partial information about product attributes and price than when it provides
full information. There is also empirical evidence suggesting that advertising tactics can
influence the quality as well as the quantity of consumers attracted to the brand’s
distribution channel. For example, Haans et al. (2013) found that text search
advertisements with particular content attributes (e.g., statistical evidence, appeals to
41
expert authority) brought a higher number of visitors, while other content attributes yielded
fewer visitors but higher conversion rates. Similarly, Wu et al. (2005) found that
prominently placed magazine advertisements were more effective at generating site traffic
than less prominent placements, but traffic from the latter placements converted to sales
at higher rates.
Consumer Buying Behavior
Consumer is the study “of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs
and desires” (Solomon 1995, 7). In the marketing context, the term ‘consumer ’ refers not
only to the act of purchase itself, but also to patterns of aggregate buying which include
pre-purchase and post-purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or want, and
a search for and evaluation of information about the products and brands that might
satisfy it. Post-purchase activities include the evaluation of the purchased item in use and
the reduction of any anxiety which accompanies the purchase of expensive and
infrequently-bought items. Each of these has implications for purchase and repurchase
and they are amenable in differing degrees to marketer influence (Foxall 1987). Engel, et
al. (1986, 5) define consumer behaviour as “those acts of individuals directly involved in
obtaining, using, and disposing of economic goods and services, including the decision
processes that precede and determine these acts”.
Simple observation provides limited insight into the complex nature of consumer
choice and researchers have increasingly sought the more sophisticated concepts and
methods of investigation provided by behavioral sciences in order to understand, predict,
42
and possibly control consumer behaviour more effectively. Psychology, social
psychology, and sociology are the disciplines most widely employed in this endeavor
which has become a substantial academic industry in its own right.
Aizen (2008) generally referred consumer behaviour as “the act of buying a good or
service” while Madhavan and Kaliyaperumal (2015) defined it as “the process which
basically involves the peoples’ actions of obtaining, using, and disposing of economic
goods and services along the decision process that occurs”. Consumer behaviour is
characterized as a process that encompasses activities that are stimulated by particular
goal of an individual and differs in different time and complexity setting and is largely
influenced by internal or external factors (Madhavan and Kaliyaperumal, 2015).
Bisht (2014) stipulated that these factors include socio-economic conditions, cultural
environment, literacy level, occupation, geographical location, efforts on the part of
sellers, exposure to media etc. However, Stávková, Stejskal and Toufarová (2008)
mentioned that among the factors that affect consumer purchase decision, product
characteristics and perceived value posed the strongest.
According to Cuma (2001), price, health issues will greatly affect to consumption of
fast food. And follow M. Iqbal Zafar (2002), factors influence to fast food consumer
behavior in Pakistan are: the amount of spending on fast food, product's information,
feeling about fast food (delicious, taste...), a type of fast food that consumers often use,
price, appreciate the style of serving staff.
Meanwhile, research by Van (2010) pointed out that convenience, taste, health,
television is the main reason to choose fast food. Pattaraporn (2011) theorized that
demographic factors, psychological factors, and the marketing mix (7Ps) are the factors
that influence selection of fast food, in that the major factors have a big impact to fast
43
food such as the happiness while using fast food, the members in family like fast food,
fast food is the modern consumer's style, reasonable price, price variety, packaging,
quality prices, promotional discounts.
In Vietnam, the study by Luu (2011) shows that the quality, hygiene and food safety
are an important group of factors influence consumer behavior canned food originating
from China, followed by price and utility 23 products and feel of the product (presentation
packaging, nutrition), consumer habits and approaches. Consumers undergo a process
to arrive a final purchase decision.
The study conducted by Madhavan & Chandrasekar (2015) indicated that there are
five stages of buying process: 1) need recognition 2) information search 3) evaluation of
alternatives, 4) purchase decision, and 2) post purchase behaviour. The authors further
added that the process is forward-moving that starts long hand before the purchase is
made and continue even after the purchase is made. Need Recognition. The buying
process commenced when a consumer recognize his/her need to consume use a
particular product as triggered by an internal or external stimuli which send the signals
suggesting consumers that they under-consume a product or to replace
damaged/outdated product that he/she enjoyed before (Madhavan & Chandrasekar,
2015).
Need Recognition Is a matter of receiving signals, and once consumers receive it,
that’s the only time that they start to think why they would buy such product (Puccinelli et
al., 2009). Recognizing a need is also exposed to demographic (age, gender, etc),
psychological, social and cultural factors (Puccinelli et al., 2009).
Information Search takes place after the consumer is able to recognize his/her need,
the next stage is for him/her to seek information about the product (e.g. attributes or
44
features). Madhavan & Chandrasekar (2015) stated that consumers more often rely
information from word-of-mouth, print, visual or online media. However, the quality of
information gathered is dependent on the ability of the information channel to convey the
right information to consumers as well as the ability of the consumers to pick up the right
information (Frambach, Roest and Krishnan, 2007). Madhavan & Chandrasekar (2015)
further added that purchase decision is a complex process, wherein, consumers, as a
result, need a helping hand throughout the decision process. The authors also mentioned
that this can be provided in the form of information channeled in different ways and
subsequently, information gathered are evaluated.
Evaluation of Alternatives refers as the consumer faces wide range of product
choices, he/she must choose the most appropriate product that perfectly meets his/her
need or desire (Madhavan & Chandrasekar, 2015). Consumers, usually, are the ones
that set the standards 8 (minimum requirement) of choosing a particular product to buy
(Balaji & Babu, 2015). However, Lee and Lou (2011) pointed out that several consumer
characteristics that puts emphasis on price scheme, knowledge as well as involvement
levels resulting in the different product attributes in choosing best product that fitted ones
needs and desires. Nevertheless, the authors added that products that are able to
surpass these standards are likely to be bought. Creusen and Schoormans (2005) found
out that product appearance plays a vital role in consumer product evaluation. Berger
and Fitzsimons (2008) discovered that favorable product evaluation is highly correlated
with a perceptually or conceptually surrounding environment which enhance product
accessibility and allowing consumers to hasten the process to examine or process the
choice of products. Govers and Schoormans (2005) added that consumers prefer
products with a product personality that matches theirs.
45
Purchase Decision according to Madhavan & Chandrasekar (2015) explained that in
this stage, the consumer basically ranked his/her choices, however, he/she doesn’t have
to choose the one that ranks first as people pressure and unexpected situational factors
affect purchase decission. Lou (2005) found out that the presence of other people
significantly influence an individual’s purchase decision. The author added that that an
impulse urge to purchase something is improved by the presence of peers rather than
with a cohesive group or family. On the other hand, inevitable happenings may arise in
the course of making final purchase decision. Even if the consumer had already ranked
the best among the products available, but still, it is not an indication that he/she will
surely pursue buying the product. Sub-purchase decisions are still to be considered
among consumers. These include price, time of purchase, volume, payment method and
the means of sale (Madhavan & Chandrasekar, 2015).
Post-purchase Behaviour is a stage characterized by events that happened after a
consumer buys a product. It puts a great deal on understanding satisfaction and post-
purchase actions among consumers (Madhavan & Chandrasekar, 2015). Understanding
these offers strong importance to marketersas as it facilitates them in devicing ways or
strategies to improve products and services so as to encourage consumers to
demonstrate repurchase behaviour which is crucial to the success and survival of any
businesses. Mugge, Schifferstein and Schoormans (2010) indicated that product’s utility
and appearance positively pose strong influence on product attachment and satisfaction.
Clottey, Collier and Stodnick (2011) also 9 indicated that service and product quality, and
brand image are the factors that drive customer loyalty. Moliner et al. (2007) mentioned
that other than the desirable product attributes, customer satisfaction is also dependent
on the social impact of the purchase -- that is, the emotional aspects involved in the
46
supplier-customer transaction.
Christopher (1989) studied the shopping habits of consumers to form an idea of
whether or not the store concepts, product ranges and strategies of the companies are
appropriate towards consumer requirements. Consumer behaviors are unpredictable and
changing continuously changing; while trying to understand how individual or group make
their decision to spend their available resources on consumption-related items. These
are factors that influence the consumer before, during, and after a purchase (Schiffiman
and Kanuk, 1997), for example, feedback, from other customers, packing, advertising,
product appearance, and price (Peter & Olsonetc, 2005).
In developing countries the variety of imported goods available is considered making
competition in the domestic markets becoming more rigorous and providing more choices
to consumers (Abu Bakar, 2011). Products developed in one country are finding
enthusiastic acceptance in other countries. Many companies have conducted
international marketing for decades. For example, Nestle, Shell, Bayer and Toshiba are
familiar to consumers around the world, but global competition is intensifying and
domestic companies that never thought about foreign competitors suddenly find these
competitors in their backyards (Kotler, 2000).
Meanwhile, Myanmar has changed its economic course from a centrally planned
economy into a market-oriented system, a series of structural reforms had been
introduced and new legal policy instruments given the private sectors including foreign
investors and businessmen the right to do business to make investment in the country
were performed. The government of union of Myanmar has recognized the private sector
as a prime-mover of the market mechanism and pays great attention for its development.
All out efforts are being made to encourage the active participation of private sectors in
47
foreign trade and giving full support in every angle. Currently the retail market in
Myanmar is highly competitive with several players in the market. They are using many
cutting-edge strategies, technology and innovation to improve and develop their
potentials, and several marketing activities to support their sales volume and growth. It is
quite hard for each retailer to maintain steady growth in this highly competitive market
(Oratai, 2006). Thus, most of the major chains are now developing their own brands as a
part of their competitive strategies.
The dual forces of globalization and modernization are causing rapid worldwide
changes in food suppliers, food consumption behavior, and population health according
to Seubsman et al., (2009) have cited, they made an argument that Western-style fast
foods are considered the major impact for children and adolescents (p.1). Also, Western-
Style fast food consumption has increasingly come to play a par in Thai food culture
since Thailand‟s expenditure on such food increased by 40% in the period of 1999-2005
(Seubsman et al., 2009, p. 2).
Referring to Mintier, 1995 has stated that fried chicken and French fries become
fashionable in the land of rice and noodles. There were the American fast food chains
expanding rapidly since early 1980. Moreover, the main reason was caused from Thai
people did not have time to cook and commute since Bangkok‟s rapid development and
lack of time. Literature mapping Fast food and Demographic influencing element Fast
food and psychographic influencing element Attitude toward western food and fast food
Marketing mix in fast food business . Moreover, since the street food are considered less
important due to air pollution from traffic jam. As a result, the fast food or quick service
meal has come to dominate instead.
The demographic variables have significant relationship to consumer behavior in
48
consuming quick service meal or fast food and household expenditure on fast food.
Some of the significant variables are age, gender, income, education level, and etc.
According to Özcelik et al., (2007) has cited that gender has different preferences in
consuming fast food. For both male and female, they are likely to preferred Western style
or the U.S. style of fast food meal which is hamburgers and followed by French fries and
chicken burger. They also stated that most females preferred “salad” as their meal which
is significantly higher than those of male while most males are preferred “Big Mac”. Also
Morse, & Driskell, (2009) has provided an argument about the relationship between
gender and fast food eating consumption. They have cited that gender has impact on fast
food consumption which has the same idea as Özcelik et al., (2007). Morse, & Driskell,
(2009) has provided the reason given by the example of student eating fast food
restaurant which are given by gender. They found that more men than women eating at
fast food restaurant because they are inexpensive and economical.
Moreover, they have studied that the reason of choosing fast food restaurant due to
limited time is not significant on gender variables. However, Fanning et al., (2005) has
provided the other variable which influence on fast food consumption. They have stated
that age is considered one of the most significant variables. The age and fast food
consumption has relationship with each other. Once people are getting older, they will
less consume fast food. The statement of Fanning is similar to the statement of Özcelik
et al., (2007) which has provided the statement that the demographic characteristic of
consumer according to their study focusing on age has shown the largest amount of age
groups are the age of 18-22 years old which are the teenagers (42%) while the others
are adults.
Referring to Seubsman et al., (2009) has presented that the mean age of consumers
49
are 16.81 years old which is considered as the teenager who consume fast food while
Keelan et al., (2006) has stated age also significant on fast food consuming due to their
research that the 15- 24-year-old age group are the biggest consumer of fast food
product. Beside that according to Jason et al., (2004) has provided the argument that
income should take into account as one factor effect consumer choice. They presented
that fast food restaurants are associated with low income people. There are more
statement from Fanning et al., (2005) present that there is a relationship between income
and fast food consumption. Thus, income can be one major impact on consumer choice.
However, there is some argument about fast food industry that fast food is considered as
inferior good2 in western countries (Chetuphon, 2009). Thus, although people income is
increasing but it does not mean that the demand in fast food will be high. From this
aspect, Thai people are also different from western people. Not only age, gender, and
income are significant effect to fast food consumption but also education factor also be
taken into account according to Keelan et al., (2006) stated that a higher level of
education significantly increased the participation in full service meal rather than fast food
restaurant. Referring to Seubsman et al., (2009) have found that people whose parents
are more highly educated are likely less consume fast food due to a higher level of health
risks of eating fast food. Not only consumer demographics which influence on consuming
fast food but also psychographic of consumer also related since Seubsman et al., (2009)
have studied the relationship between psychosocial factors and increased fast food
consumption by stating that lifestyles and social events also impact on people fast food
consuming (p. 4). According to Sonya et al., (2007) has presented about the reference
group which in they referred to the family impact. Since fast food is also marketed directly
to adults which both for themselves and for treating their children. Fast food can attract
50
busy parents. Consequently, fast food marketing can reach children through their parents
since fast food marketers consider parents a core consumer since parent influence their
children‟s eating habits through the food that food they purchase. Moreover, Seubsman
et al., (2009) has studied for the psychographic of consumer and they have found out
that psychographic factor could be linked to increased consumption of fast food.
Consumer behavior has always been an area of major interest for social science
researchers, witnessing an explosion over the past 50 years (MacInnis & Folkes, 2010).
Accordingly, literature on this topic has been the center of attention in a number of
previous studies (Arndt, 1986; Battalio et al., 1974; Belk et al., 2012; Hameed, Waqas,
Aslam, Bilal, & Umair, 2014; Hawkins & Mothersbaugh, 2009; Howard & Sheth, 1968;
Robertson & Kassarjian, 1991; Solomon, 2013). Literature on consumer behavior is
diverse and extensive as changes in society, economics, and technology affect the way
consumers behave.
Inevitably, these changes lead to changed consumer behavior studies by which,
when, how, and why the topics are studied. Like any other discipline, systematic analysis
of the knowledge development status of consumer behavior field is critical in ensuring its
future growth (Williams & Plouffe, 2007). It is of a greater importance for a field of
research such as consumer behavior that, as MacInnis and Folkes (2010) claimed, is
thriving by the growing number of articles and topics examined. One way of conducting
this systematic analysis is through studying scholarly literature, which can illustrate a
discipline’s intellectual history (Pasadeos, Phelps, & Kim, 1998). In this regard, to assess
a discipline’s accrued knowledge, in-depth reviews of research published in peer-
reviewed journals are the most relevant and useful resources (Üsdiken & Pasadeos,
1995; Williams & Plouffe, 2007). The importance of consumer behavior in the different
51
disciplines of business literature also suggests the need for an up-to-date look at the
literature in this field. Beyond helping consumer behavior scholars and practitioners
develop a better understanding of the direction in which the field is progressing and
identify the gaps, such studies will provide a guideline for them in positioning their future
research and marketing efforts.
In this regard, a technique such content analysis, which can be used to analyze
message content and handling, is ideal for conducting such literature review studies. As
an observational research method, content analysis systematically evaluates the
symbolic content of all forms of recorded communications (Sattari, 2012). It can be
considered as an empirical starting point generating new research evidence about the
nature and effect of specific communications (Kolbe & Burnett, 1991; Vallet-Bellmunt,
Martínez-Fernández, & Capó-Vicedo, 2011). Content analysis not only helps identify
central issues to the field but can also help to reveal areas where more work needs to be
undertaken, particularly if these are considered to be important and defining issues in the
discipline (Cokley, Caldwell, Miller, & Muhammad, 2001). Such integrative review of
consumer behavior research as a diverse discipline with an overwhelming scope in peer-
reviewed journals is necessary if the field is to progress in a systematic fashion.
Moreover, although content analysis of journals can be time-consuming and data
intensive, such studies provide direction into future areas of needed inquiry in the field by
offering insight about the topical, methodological, and theoretical trends into research
communities (Williams & Plouffe, 2007).
According to Buboltz, Miller, and Williams (1999), an examination of articles
published in a journal reveals the trends and issues that impact the discipline. A content
analysis of journal articles within a specific discipline allows for an examination of the
52
kinds of topics that are deemed important to the particular field the journal represents
(Cokley et al., 2001). In consumer studies, marketing research, and other business
disciplines, literature investigations can also provide insights into the specific journals’
contributions to the field as well as the specific published works (Sattari, 2012). This, in
turn, can be used to describe a discipline’s intellectual history (Pasadeos et al., 1998). A
comprehensive content analysis of peer-reviewed journal publications in a field
encourages the scholars to assess the entire “forest” of knowledge by taking a step back
from their individual “trees” (Williams & Plouffe, 2007).
Such studies have been conducted within a variety of disciplines based on
publications in the most respected journals. Two examples are the Pasadeos et al.
(1998) and West (2007) studies reporting on the impact of advertising on researchers
during different periods of time. Buboltz et al. (1999) and Cokley et al. (2001) have
contributed similar studies in psychology. Others have targeted the consumer behavior
field such as the studies done by Kassarjian (1977) and Helgeson, Kluge, Mager, and
Taylor (1984), but there is no current review of the field. Therefore, given the importance
of consumer behavior research, a comprehensive literature study of more recent
contributions to this area of research is warranted.
In this regard, this article serves to assess the structure and
evolution of consumer behavior research content in business disciplines. The purpose of
this literature review is to systematically review consumer behavior research over a 12-
year period in five major journals in the field. Such an examination of diverse research in
this discipline allows for identification of shifts and changes in a longitudinal manner. This
article presents the results of a comprehensive content analysis covering 12 years of
research in the domain of consumer behavior.
53
Synthesis of the Reviewed Literature and Studies
The related literature and studies just reviewed, provided guidelines to meet the
research objectives of this studies. Past researches gave findings and conclusion with the
present researches to integrate and correlate to the conduct of their study. In addition,
there were information and data which were still applicable and associated to this study
despite the fact that it was conducted in different time frame where consumer behaves not
in the same way as the present.
The present study has the similarity for the foreign study previously conducted by
Mohammad Esmaeil Ansari entitled “An Investigation of TV Advertisement Effects on
Consumers’ Purchasing and their Satisfaction”. This study provides interesting findings
through regression analysis. The study predicts positive impact of TV advertisement on
customers' attention to advertisement, interest for purchasing, desire for purchasing, action
of purchasing and customers' satisfactions. Impact of TV advertisement in all stages of
model was effective and all hypotheses are accepted. In fact TV have some main
privileges such as access to large audience in a cost-efficient manner, sound and moving
images, high attractiveness, attracting attention that made it as a good and effective media
among others. There is an important point that we should consider, and it is the fact that
satisfaction is an important factor for repurchasing. Certainly, advertisement have an
important role in customers' purchasing behavior but satisfaction of products after
purchasing, is an important factor that marketers and advertising agencies must to
consider it.
Also, there are some other variables which cause to customers' attention to
advertisement, interest for purchasing, desire for purchasing, action of purchasing,
customers' satisfactions. The difference between the studies is the nature of business; the
54
present study focused on the consumer of fast food restaurant while the other study used
Clothing and Fashion Industry in Iran. Another disparity is that present study also included
customer satisfaction and attention. The present study helps to confirm the facts that were
presented in the literature and studies, both foreign and local, in terms of consumer buying
behavior. The information given by the reference assists the researchers in the conduct of
the study. Moreover, the present study can be used by the future researchers to expound
more of the effect of television advertisement to the consumers buying behavior towards
fast food restaurant.
55
Chapter III
METHODOLOGY
This chapter discusses the way of how the researcher will conduct the study. It
represents the method of the researched used, the sample size, the population, the
sampling technique, the description of the respondents, the research instrument that
generated the date required and the statistical techniques for the analysis of data.
Methods of Research
This study will use the descriptive statistics method of research which will describe
the nature of a situation, as it exists at the time of the study. Descriptive research often
illustrates a relevant but non-quantified topic involving a well-focused research question.
Once the research topic is identified, the research design is determined, the protocol is
carefully developed, and a pilot study is undertaken. Testing instruments and adjusting
before instigating a major study helps to ensure that data collection is efficient and
successful. All data collection should be justified. Data and experience gained from the
pilot study can make or break support and funding for the proposed project. (Monsen and
Horn, p. 5).
Manuel and Medel defined descriptive research thus: Descriptive research describes
what is. It involves the description, recording, analysis, and interpretation of the present
nature, composition or processes of phenomena. The focus is on prevailing conditions, or
how a person, group, or thing behaves or functions in the present. It often involves some
type of comparison or contrast. (Manuel and Medel, p. 25)
According to Baac (2015), the descriptive method is designed to provide further
insight into the research problem by describing the variables of interest. This method
helped the researcher describe the situation on the present period the study will be
conducted.
Population, Sample Size and Sampling Technique
The researcher decides to use the convenience sampling technique also known as
the availability sampling by selecting 400 consumers given the following criteria: (1)
consumers who are fond of eating in a fast food restaurant; (2) observant to various
television advertisement especially food advertising. (3) consumers who are working are
also the consideration of the researcher in the conduct of the survey. A questionnaire was
used to show the effect of television advertisement on consumer buying behavior towards
fast food restaurant. The questionnaire was designed with open and close ended and
Likert type questioning which were answered by the consumer of fast food restaurant.
Description of the respondents
The researcher gathered information from 400 consumers of 3 different fast food
restaurant. The respondents were composed of male and female of different ages,
educational backgrounds, income bracket, and frequency of fast food visit.
There were also 400 survey questionnaires produced during the three weeks
collection of data. There were no rejected questionnaires thereby having a retrieval rate of
100%.
57
Research Instrument
The survey questionnaire was formulated based on the related literature gathered.
The questionnaire was framed in such a way that the respondents answered the
questions easily.
The instrument will be divided into two (2) parts.
Part I was the profile of the respondents in terms of age, sex, highest educational
attainment, civil status, highest educational attainment, average monthly income, and
number of visit to a fast food for dine-in.
Part II includes the effects television advertisement on consumer buying behavior
towards Fast Food Restaurant: in terms of the following: Awareness, Interest, Desire,
and Action. The questionnaire passed through several revisions, there were items added,
deleted and others were reworded. To analyze the responses to a Likert scale, each
category will be assigned to a numerical value such as Very Effective, which equals to 5,
and Not Effective which is equal to 1. The total assigned value was determined by using
the weighted mean. The scoring systems for each item must be such high score
consistently reflected a favorable response and low score consistently reflected an
unfavorable response. The consolidate points from the respondent’s answers to each
item over a five-point scale.
Descriptive Equivalents of the Respondents’ Valuation on the Effect of Television

Advertisement on Consumer Buying Behavior towards Fast Food Restaurant
Arbitrary Scale Weighted Mean Verbal Interpretation

5 4.51-5.00 Very Effective
4 3.51-4.50 Effective
3 2.51-3.50 Somewhat Effective
2 1.51-2.50 Less Effective
1 1.00-1.50 Not Effective
58
Data gathering procedure
To supplement the descriptive method of research, the researcher uundergo the
following procedure. First, the researcher pursued the approval of the Chairman of the
Master in Business Administration program. After the approval, the researcher identified
who are the subjects to be a respondent. The survey questionnaires conducted personally
by the researcher but before the actual conduct of the survey, the researcher conducted a
trial of 20 respondents first to be able to test the reliability of the questions and this has to
be done using statistical treatment. After the reliability test of the questionnaires, it has
found out that the reliability coefficient of the questions is .901 and this triggers the
researcher to do the actual survey.
The respondents were given the questionnaire and got on the same day by the
researcher. The answers of the respondents were collated and organized in tabular form
after which the appropriate statistical tools based on the problems enumerated were
applied. The researcher deployed 400 copies of questionnaires to cover the population of
the three (3) Fast Food Restaurant. Since the population of this study is indeterminate the
researcher did not apply the process of getting the actual sample size using the Slovin’s
formula.
Statistical Treatment of Data
After the data were gathered through the survey questionnaire, the researcher
compiled, sorted, organized and tabulated them. The treatment included the scoring,
giving of percentage and ranking the data. The following statistical tools and techniques
were used:
59
1. Frequency Distribution is a device for organizing and presenting grouped data.
A frequency distribution table is constructed to make the task more manageable and to
save time in calculating different statistics.
2. Percentage is a way of expressing a number as a fraction of 100 (percent
meaning “per hundred” in Latin). The percentage is below.
P = f x 100
n
Where:
P = percentage of distribution
f = frequency of responses
N = total number of respondents
100 = is given as constant
3. Weighted Mean statistics is defined as the summation of the observed values
multiplied with the allocated weights which is divided by the summation of the observed
values. This is called as the statistical weighted mean. The formula for weighted mean is
below.
w = Σ fw
N
Where:
Xw = weighted mean
Σfw = summation of the product of the frequency
n = total number of respondents
60
4. The two-tailed t-test is a statistical test in which the critical area of a distribution is
two sided and tests whether a sample is either greater than or less than a certain range of
values. It was also used to measure the significant relationship between the factors
considered in the management of the investment portfolio such as the risk associated with
the investment, profitability, timing of return and sensitivity of an investment to economic
forecast.
Where:
¯x1 = Mean of first set of values
¯x2 = Mean of second set of values
S1 = Standard deviation of first set of values
S2 = Standard deviation of second set of values
n1 = Total number of values in first set
n2 = Total number of values in second set
The formula for standard deviation is given by:
61
Where:
x = Values given
¯x = Mean
n = Total number of values
5. Analysis of Variance (ANOVA) is the initial step in identifying factors that are
influencing a given data set. After the ANOVA test is performed, the analyst is able to
perform further analysis on the systematic factors that are statistically contributing to the
data set’s variability. ANOVA test results can then be used in an F-Test on the
significance of the regression formula overall. It is also used to measure the significant
relationship between the factors considered in the management of the investment
portfolio such as the risk associated with the investments, profitability, timing of return
and sensitivity of an investment to economic forecast.
F = MST
MSE
Where:
F = Anova Coefficients
MST = Mean sum of squares due to treatment
MSE = Mean sum of squares due to error
MST = SST
p–1
Where:
SST = Sum of squares due to treatment
62
p = Total number of populations
n = Total number of samples in a population
MSE = SSE
N–p
SSE = Σ (n-1)S2
Where:
SSE = Sum of squares due to error
S = Standard deviation of the samples
N = Total number of observations
6. Ranking is a relationship between a set of items such that, for any two items, the
first is “ranked higher than”, “ranked lower than”, or “ranked equal to” the second. It refers
also to the data information in which numerical or ordinal values are replaced by their rank
when date is sorted.
63
Chapter IV
RESULTS AND DISCUSSION
This chapter brings out the gathered data and the analysis of the researcher as
well as the interpretation of the data as a result of the survey regarding the television
advertisement on consumer buying behavior towards fast food restaurant. The problems
in Chapter 1 serves as the guidelines of the researcher in the presentation, interpretation
and analysis of data.
1. Profile of the Respondents According to Age, Sex, Civil Status, Highest

Educational Attainment, Average Monthly Total Income, and Number of Visits to
Fast Food Restaurant for Dine In
1.1 Age
Table 1
Frequency and Percent Distribution of the

Respondents According to Age
Age Frequency Percent

21 – 25 years old 234 58.5
26 – 35 years old 113 28.3
36 – 45 years old 38 9.5
46 years old and above 15 3.7
TOTAL 400 100.0
Table 1 above shows that 234 or 58.5% aged 21-25 years old. The result indicates
that majority of the consumer of fast food restaurant in the City of Biñan came to the
youngest age group. 113 respondents or 28.3% aged 26-35 years old and 9.5% or 9
respondents aged 26-45 years old. Lastly, the age group of 46 years old and above
gets a frequency of 15 or 3.7 percent.
According to Keelan et al., (2006) has stated age also a significant on fast food
consuming due to their research that the 15- 24-year-old age group are the biggest
consumer of fast food product.
1.2 Sex
Table 2
Frequency and Percent Distribution of the

Respondents According to Sex
Sex Frequency Percent

Male 201 50.3
Female 199 49.8
TOTAL 400 100.0
Table 2 above demonstrates that 201 respondents or 50.3% are male and 199 or
49.8% are female. This explains that males usually eat at fast food chain over female.
Morse, & Driskell, (2009) has provided an argument about the relationship between
gender and fast food eating consumption. They have cited that gender has impact on fast
food consumption which has the same idea as Özcelik et al., (2007). Morse, & Driskell,
(2009) has provided the reason given by the example of student eating fast food
restaurant which are given by gender. They found that more men than women eating at
fast food restaurant because they are inexpensive and economical. Moreover, they have
studied that the reason of choosing fast food restaurant due to limited time is not
significant on gender variables.
65
1.3 Civil Status
Table 3
Frequency and Percent Distribution of the Respondents

According to Civil Status
Civil Status Frequency Percent

Single 331 82.8
Married 69 17.2
TOTAL 400 100.0
Table 3 shows that 331 respondents or 82.8% are single and 69 or 17.2% are
married.
According to Dave et.al., (2009) the frequency of fast-food intake was found to
decrease as the participants’ age increases. There was a significant positive association
with participants’ marital status indicating that participants who were single were more
likely to eat at a fast-food restaurant than participants who were married/partnered or
separated/ divorced/widowed.
66
1.4 Highest Educational Attainment
Table 4

According to Highest Educational Attainment
Highest Educational Attainment Frequency Percent

High School Graduate 93 23.3
Vocational Graduate 20 5.0
College Graduate 262 65.5
Postgraduate Studies 24 5.9
No Response 1 .3
TOTAL 400 100.0
Table 4 shows that in this study, 262 respondents or 65.5% are college graduates,
not only age, gender, and income are significant effect to fast food consumption but also
education factor also be taken into account. A frequency of 93 or 23.3% are high school
graduates, 24 or 5.9% of the respondents pursued postgraduate studies. On the other
hand, 20 respondents or 5.0% are vocational graduate and 1 respondent or .3% has no
response.
According to Keelan et al., (2006) stated that a higher level of education
significantly increased the participation in full service meal rather than fast food
restaurant. Referring to Seubsman et al., (2009) have found that people whose parents
are more highly educated are likely less consume fast food due to a higher level of health
risks of eating fast food.
67
1.5 Average Monthly Income
Table 5

According to Average Monthly Income
Average Monthly Income Frequency Percent

P16000 – P20000 244 61.0
P21000 – P25000 71 17.8
P26000 – P30000 27 6.7
Above P30000 58 14.5
TOTAL 400 100.0
Table 5 above illustrates that 244 or 61.0% of the total respondents range from
16,000-20,000, 71 or 17.8% of the respondents receive an average monthly income
ranging from 21,000 to 25,000. On the other hand, 58 of the respondents or 14.5 have an
average monthly income which is above 30,000 and lastly, respondents who are
receiving 26,000-30,000 are 27 or 6.7%. This result explains that their decision to eat in a
fast food chain depends on their financial means.
According to Jason et al., (2004) has provided the argument that income should take
into account as one factor effect consumer choice. They presented that fast food
restaurants are associated with low income people. There are more statement from
Fanning et al., (2005) present that there is a relationship between income and fast food
consumption. Thus, income can be one major impact on consumer choice. However,
there is some argument about fast food industry that fast food is considered as inferior
good in western countries (Chetuphon, 2009). Thus, although people income is
increasing but it does not mean that the demand in fast food will be high.
68
1.6 Number of Visits to a fast food restaurant for dine in
Table 6
Frequency and Percent Distribution of the Respondents According to

Number of Visits to a Fast Food Restaurant for Dine In
Number of Visits Frequency Percent

Once a day 41 10.3
Twice a day 8 2.0
Once every other day 33 8.2
Twice every other day 17 4.3
Once a week 167 41.7
Twice a week 86 21.5
Others 48 12.0
TOTAL 400 100.0
Table 6 shows that 167 or 41.7% of the respondents visit a fast food restaurant for
dine in once a week, 86 or 21.5% visit twice a week, 41 or 10.3% visit once a day, 33 or
8.2% visit once every other day, 17 or 4.3% visit twice every other day, and 8 or 2.0% visit
twice a day. The results indicate that the respondents have varying frequencies of visit to
fast food restaurant for dine in.
Close, Lytle, and Viera (December 2016) in their study concluded that greater
frequency of fast food restaurant eating is associated with less healthful eating habits and
that taste preferences or other factors, independent of demographic characteristics, might
explain the decision to eat at fast food or sit-down restaurants.
69
2. Effectiveness of TV Advertisement on Consumer Buying Behavior Towards Fast

Food Restaurant in Terms of Awareness, Interest, Desire, and Action
2.1 Awareness
Table 7
Respondents’ Assessments on the Effectiveness of Television

Advertisement on Consumer Buying Behavior Towards
Fast Food Restaurant in Terms of Awareness
Weighte Verbal
Awareness Ranking
d Mean Interpretation
TV advertisement is necessary to
attract consumers for fast food 4.34 Effective 1
business.
TV advertisement has a wide coverage
4.29 Effective 3
than any other promotional platform.
TV advertisement of fast food
4.01 Effective 4
restaurant appeals to the clientele
In this competitive environment, fast
Somewhat
food chain will not survive without TV 2.52 5
Effective
advertisement.
TV advertisement of fast food create
4.30 Effective 2
brand awareness.
GRAND MEAN 4.08 Effective
Table 7 shows that the statement “TV advertisement is necessary to attract
consumers for fast food business” obtained the highest weighted mean of 4.34. This
result may imply that the respondents believe that since consumers still spend a fair
amount of time in front of television screens, television remains to be a great place to run
broad marketing campaigns. Three other statements under awareness were rated as
“Effective.” These are “TV advertisement of fast food create brand awareness” with a
weighted mean of 4.30, “TV advertisement has a wide coverage than any other
promotional platform” with a weighted mean of 4.29, and “TV advertisement of fast food
restaurant appeals to the clientele” with a weighted mean of 4.01. The statement “In this
70
competitive environment, fast food chain will survive without TV advertisement” obtained
the lowest weighted mean of 2.52, verbally interpreted as “Somewhat Effective.”
According to Hansen (September 25, 2015), TV, radio, and print advertising provides
marketers with broad platforms capable of reaching thousands of consumers. Digital
display and video help augment these marketing strategies and build brand awareness
among targeted demographics with specific messages designed to increase knowledge
and familiarity with the brand.
2.2 Interest
Table 8

Fast Food Restaurant in Terms of Interest
Weighte Verbal
Interest Ranking
d Mean Interpretation
TV advertisement of a fast food
restaurant creates an interest and 3.94 Effective 3
convince you.
TV advertisement of a fast food
4.04 Effective 2
restaurant entertains you.
You pay attention to the advertisement
3.62 Effective 5
when played on TV.
TV advertising content should anchor
on emotion to get the interest of the 4.11 Effective 1
consumers.
TV advertising of fast food gives you
3.81 Effective 4
enough information about the brand.
GRAND MEAN 3.90 Effective
As exhibited in table 8, the respondents’ assessment on the effectiveness of television
advertisement on consumer buying behavior towards fast food restaurant in terms of
interest obtained a grand mean of 3.90, verbally interpreted as “Effective”. The statement
“TV advertising content should anchor on emotion to get the interest of the consumers”
obtained the highest weighted mean of 4.11. This result may tell that the respondents
71
believe that brands should not only air television advertisement which is product centric
more so, advertisement content should also attack the emotional aspect of the consumer.
The other item under the interest were assessed “Effective” with a statement saying
that “TV advertisement of a fast food restaurant entertains you” obtained a weighted
mean of 4.04. This result implies that consumers will capture their interest if the tv
advertisement content contains colorful graphics, eye-catching color and even sounds.
On the other hand, the statement “You pay attention to the advertisement when
played on TV” obtained the lowest weighted mean of 3.62, verbally interpreted as
“Effective”.
According to Bagozzi, Gopinath & Nyer, 1999, the marketing stimuli influences
emotional perceptions of consumers, with the intention to produce a purchase as the
outcome. Consumers that use e-shops are becoming more and more adept and they are
looking for superior and pleasant experiences that fulfill their need, not only to acquire a
product but to enjoy doing it. (Koufaris et al., 2001/2002). These experiences of joy or
excitement are related to the emotions that consumers experience during the purchase
process in traditional retailing. Those emotions related to the marketing stimuli are easy
identifiable and many studies have been done on them.
In a study of Eroglu et.al., 2001, low-task relevant cues are relatively insignificant site
information in attaining the shopping goal; colors, background patterns, borders, fonts,
music, animation, entertainment (e.g. games), icons, image maps, non-product related
pictures, amount of white space, secure transactions/connections indicators, web
counters, ―unity of site, affiliations, and site awards.
72
2.3 Desire
Table 9

Fast Food Restaurant in Terms of Desire
Weighted Verbal
Desire Ranking
Mean Interpretation
3.82 Effective 1
creates a desire for purchase.
You eat in a fast food chain that
Somewhat
will add dominance and increase 3.24 4
Effective
your standard of living.
Somewhat
dominates your decision for 3.33 3
Effective
purchase.
Somewhat
chain influences your way of 3.19 5
Effective
eating.
You prefer TV advertisement Somewhat
3.46 2
than social media advertising. Effective
Somewhat
GRAND MEAN 3.41
Effective
As presented in table 9, the respondents’ assessment on the effectiveness of
television advertisement on consumer buying behavior towards fast food restaurant in
terms of desire obtained a grand mean of 3.41, verbally interpreted as “Somewhat
Effective”.
The statement “TV advertisement of fast food creates a desire for purchase” ranked
first and obtained a weighted mean of 3.82, verbally interpreted as “Effective”. This may
indicate that tv advertisement could be a trigger to create a desire for the consumer to
buy.
The other item which states “You prefer tv advertisement that any other social media
platform” obtained a weighted mean of 3.46, verbally interpreted as “somewhat effective”.
73
While the statement “TV advertisement of fast food dominates your decision for purchase”
got a weighted mean of 3.33 which was interpreted as “somewhat effective” as well. “You
eat in a fast food chain that will add dominance and increase your standard of living.”is
interpreted as “somewhat effective” with a weighted mean of 3.24. Lastly, the item that
states “TV advertisement of fast food chain influences your way of eating.”obtained a
weighted mean of 3.19, interpreted as “somewhat effective”.
An investigation of the behavioral purchase desire of consumers leads to
knowledge and behavioral understanding of consumption. One of the challenges
encountered by marketing specialists and store managers is the conversion of purchase
desire into purchase decision (Safarzadeh, 2012). Purchase desire signals the intensity of
personal will and intention for meaningful, purposeful behavior in the purchasing process.
Also, the correlation between purchase desire and behavior indicates that in the
purchasing process, individuals intend to engage in behaviors that they are inclined.
According to Yaghoubi and Shakeri, 2009, thus purchase desire may be defined
as an individual’s desire to prefer a product/service with favorable features for the
consumer (Albayrak, 2012) such that their purchase reflects their real, actual choice (Ron,
2013). It has also been established that a desirable purchase leads to the repetition of
purchases in the future (Olson, 2013), indicating the real choice of the shopper.
74
2.4 Action
Table 10

Fast Food Restaurant in Terms of Action
Weighted Verbal
Action Ranking
Mean Interpretation
TV advertisement encourages you to Somewhat
3.13 5
do immediate purchase. Effective
TV advertisement has a greater factor Somewhat
3.27 2
on your buying habit. Effective
TV advertisement of fast food Somewhat
3.24 3
motivates you to go brand shift. Effective
Endorser on TV advertisement will Somewhat
3.21 4
help you decide to go for purchase. Effective
TV Advertisement of fast food Somewhat
3.28 1
influences your repeat purchase. Effective
Somewhat
GRAND MEAN 3.23
Effective
Table 10 exhibits the respondents’ assessment on the effectiveness of television
action obtained a grand mean of 3.23, verbally interpreted as “Somewhat Effective”.
The statement “TV Advertisement of fast food influences your repeat purchase”
ranked first and obtained a highest weighted mean of 3.28, verbally interpreted as
“Somewhat Effective”. This result may indicate that TV advertisement can be a parameter
for the consumer to buy.
The other item which states “TV advertisement has a greater factor on your buying
habit” obtained a weighted mean of 3.27, verbally interpreted as “somewhat effective”.
While the statement “TV advertisement of fast food motivates you to go brand shift” got a
weighted mean of 3.24 which was interpreted as “somewhat effective”. The item which
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states that “Endorser on TV advertisement will help you decide to go for purchase”is
interpreted as “somewhat effective” with a weighted mean of 3.21. Lastly, the item that
states “TV advertisement encourages you to do immediate purchase.” obtained a
lowest weighted mean of 3.13, interpreted as “somewhat effective”.
According to Jolodat & Ansari, 2011, it revealed that television advertisement has the
biggest effects on audiences and persuade them to start purchasing processes and has
strong influence on consumers’ perception.
Table 11
Summary of Over-all Weighted Mean in the Respondents Assessments on the

Effectiveness of Television Advertisement on Consumer Buying Behavior
Towards Fast Food Restaurant
Factors on the Effectiveness of

Television Advertisement on Weighted Ranking Verbal
Consumer Buying Behavior Mean Interpretation
Towards Fast Food Restaurant
Awareness 4.08 1 Effective
Interest 3.90 2 Effective
Action 3.41 3 Somewhat Effective
Desire 3.23 4 Somewhat Effective
Table 11 shows the factors on the effectiveness of Television Advertisement on
Consumer Buying Behavior Towards Fast Food Restaurant. Awareness obtained the
highest over-all weighted mean of 4.08 which is verbally interpreted as “Effective”, Interest
ranked second with an over-all weighted mean of 3.90 which is verbally interpreted as
“Effective”, Action got an over-all weighted mean of 3.23 which is verbally interpreted as
“Somewhat Effective”. Lastly, Desire obtained the lowest and ranked fifth with an over-all
weighted mean of 3.23 which is verbally interpreted as “Somewhat Effective”.
76
3. Significant Difference in the Respondents’ Assessments on the Effectiveness of

Television Advertisement on Consumer Buying Behavior Towards Fast Food
Restaurants by Profile
3.1 By Age
Table 12
Significant Difference in the Respondents’ Assessments on the

Effectiveness of Television Advertisement on Consumer
Buying Behavior Towards Fast Food Restaurant
When They are Grouped by Age
Factors F-value p-value Decision Remarks

Awareness .906 .438 Accept Ho Not Significant
Interest .182 .909 Accept Ho Not Significant
Desire .742 .528 Accept Ho Not Significant
Action 1.298 .275 Accept Ho Not Significant
As revealed in Table 12, Action has an F=1.298 with p=.275, Awareness has an
F=.906 with p=.438, Desire has an F=.742 with p=.528, and Interest has an F=.182 with
p=.909. All the p-values are greater than .05, the assumed level of significance, hence
the null hypotheses were accepted. This means that, when the respondents are grouped
according to their age, their assessments on the effectiveness of television advertisement
on consumer buying behavior towards fast food restaurant were statistically the same.
Fanning et al., (2005) has provided the other variable which influence on fast food
consumption. They have stated that age is considered one of the most significant
variables. The age and fast food consumption has relationship with each other. Once
people are getting older, they will less consume fast food.
77
3.2 By Sex
Table 13

When They are Grouped by Sex
Factors t-value p-value Decision Remarks

Awareness -1.979 .049 Reject Ho Significant
Interest -1.722 .086 Accept Ho Not Significant
Desire -1.542 .124 Accept Ho Not Significant
Action -1.327 .185 Accept Ho Not Significant
As shown in Table 13, Awareness has a t=-1.979 with p=.049. Since the p-value is
less than .05, the assumed level of significance, the null hypothesis was rejected. This
means that, when the respondents are grouped according to sex, their assessments on
the effectiveness of television advertisement on consumer buying behavior towards fast
food restaurant in terms of awareness were significantly different. However, their
assessments on Interest (t=-1.722, p=.086), Desire (t=-1.542, p=.124), and Action (t=-
1.327, p=.185) were statistically the same.
According to the research of Morse KL and Driskell JA entitled, “Observed sex
differences in fast-food consumption and nutrition self-assessments and beliefs of college
students” published March 29, 2009 states that, A larger (P = .0592) percentage of men
than women reported eating at fast-food restaurants because they thought these
restaurants were "inexpensive and economical." Most of the subjects reported eating at
fast-food restaurants 1 to 3 times weekly.
The frequency of eating at fast-food restaurants was significantly different for men
than for women (P < .01) as was the response distribution for considering the energy
content of items on a fast-food menu when making their selections (P < .0001). Body
78
mass indices of men were significantly higher (P < .0001) than those of women. A
significantly higher (P < .0001) percentage of women than men strongly agreed with the
statement that "the nutrition content of food is important to me." Several sex differences
were observed in the fast-food consumption and nutrition beliefs of these college
students.
3.3 By Civil Status

Table 14

When They are Grouped by Civil Status

Awareness -1.099 .273 Accept Ho Not Significant
Interest -1.599 .113 Accept Ho Not Significant
Desire 1.219 .224 Accept Ho Not Significant
Action .353 .724 Accept Ho Not Significant
As stated in Table 14, Desire has a F-value of 1.219 with .224 p-value, Action has
.353 F-value with .724 p-value, Interest has -1.599 F-value with p-value of .113 and
Awareness has -1.009 F-value with .273 p-value. All the p-values are greater than .05, the
assumed level of significance, hence the null hypotheses were accepted. This means
that, when the respondents are grouped according to their civil status, their assessments
on the effectiveness of television advertisement on consumer buying behavior towards
fast food restaurant were statistically the same.
According to the research entitled “The Influence of Marital Status and Age on the
Perception of Fast Food Consumer in an Emerging Market” of Madeline Melkis et.al,
(January 2014) Since eating out at fast food restaurants has become a new trend in
Malaysia, restaurant owners should understand how marital status and age influence
79
satisfaction and its antecedents of their customer. the aim of this research is to measure
the influence of marital status and age group on product, price, service quality,
environment and satisfaction from patronizing fast food restaurant. This study draws
several implications for restaurant owners or managers from the result of this study. First,
it is critical for the restaurant owners or managers to pay attention on marital status and
age of their customers as these two factors significantly influence their satisfaction and
perception on price. Second, this study indicates that single and married consumer
perceived service quality of fast food restaurant differently.
3.4 By Educational Status
Table 15

By Highest Educational Attainment

Awareness .758 .518 Accept Ho Not Significant
Interest 2.764 .042 Reject Ho Significant
As shown in Table 15, Interest has a F=2.764 with p=.042. Since the p-value is less
than .05, the assumed level of significance, the null hypothesis was rejected. This means
that, when the respondents are grouped according to educational status, their
assessments on the effectiveness of television advertisement on consumer buying
behavior towards fast food restaurant in terms of interest were significantly different.
However, their assessments on Desire (F=2.029, p=.109), Action (F=1.564, p=.198), and
Awareness (F=.758, p=.518) were statistically the same.
80
According to the research entitled “Is frequency of fast food and sit-down restaurant
eating occasions differentially associated with less healthful eating habits?” by Michael
A.Close et.al (December 2016), hypothesized that socioeconomic status, using
educational attainment as a proxy measure, would moderate the relationship between
frequency of restaurant eating occasions and less healthful eating habits in order to
evaluate the differential impact that economic conditions may have on eating out options.
While it is reasonable to expect that demographic characteristics might play an important
role in explaining the choice of eating-out establishments more commonly frequented, our
data showed no significant effect based on educational attainment, a proxy measure for
socioeconomic status.
3.5 By Average Total Income
Table 16

by Average Monthly Total Income

Awareness 1.130 .344 Accept Ho Not Significant
Interest .832 .527 Accept Ho Not Significant
As exhibited in Table 16, Desire has a F-value of 1.407 with .221 p-value, Action has
1.184 F-value with .316 p-value, Awareness has 1.130 F-value with p-value of .344 and
Interest has .832 F-value with .527 p-value. All the p-values are greater than .05, the
that, when the respondents are grouped according to their average monthly income, their
81
behavior towards fast food restaurant were statistically the same.
According to Aloia (January 7 2013), the high-income neighborhood group was more
likely to report enjoying eating at fast food restaurants than their low-income
neighborhood counterparts, there were no significant differences in the reasons for
visiting fast food restaurants (convenience, price, social enjoyment, and quality of meals)
between the two groups. Both groups preferred home cooked over restaurant meals, and
they recognized that home cooked food was healthier.
3.6 By Number of Visits to Fast Food Restaurant
Table 17

By Number of Visits to Fast Food Restaurant

Awareness 1.547 .161 Accept Ho Not Significant
Interest 1.072 .379 Accept Ho Not Significant
Desire .873 .514 Accept Ho Not Significant
As exhibited in Table 17, Awareness has 1.547 F-value with .161 p-value, Interest
has 1.072 F-value with .379 p-value, Action has 1.138 F-value with p-value of .400 and
Desire has .873 F-value with .514 p-value. All the p-values are greater than .05, the
that, when the respondents are grouped according to their number of visits to a fast food
restaurant, their assessments on the effectiveness of television advertisement on
consumer buying behavior towards fast food restaurant were statistically the same.
According to Aytan Mammadli (August 2016), choosing a restaurant consumer value
the quality and taste of the food in the first place, along with the cleanliness and hygiene
82
in the food production as well as in the dining area. Consumers also give importance to
the quality of service and menu variety along with a service speed (speedy handling of
orders). It implies that fast food vendors principally need to focus on those parameters
besides other service attributes. Even though the vast majority of customers expressed
satisfaction with their dining experience at fast food premises, the results clearly show
that consumers don’t visit these premises only for food, but for fun, for change and for
social activities such as meeting friends, for convenience, for fun and change.
83
Chapter V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This chapter shows the summary, conclusion and recommendation about the
findings of the study and it was arranged according to the study objectives.
SUMMARY
The purpose of this study was to assess the effectiveness of television
advertisement on consumer buying behavior towards fast food restaurant in the City of
Biñan. The researcher employed the descriptive design in the conduct of this study,
gathered the data using survey questionnaires. The gathered data were tested by the
level of assumed value of significance of .05. Frequency, Percentage Distribution,
Weighted Mean, Analysis of variance, and T-test were employed as statistical tool.
FINDINGS
The following were the findings of the study based on the analyzed and interpreted
data.
First, the study showed that 234 or 58.5% of the respondents aged 21-25 years old
and 15 or 3.7% of the respondents aged 46 years old and above; 201 or 50.3% were
male and 199 or 49.8% were female; majority were single (331 or 82.8%) and 69 or
17.2% of them were married; the respondents were mostly college graduates (262 or
65.5%) and 20 or 5.0% were vocational graduates. 244 or 61.0% were earning 16,000.00-
20,000.00 while 27 or 6.7% have an income of 26,000.00-30,000.00; and lastly, majority
of the respondents visited fast food restaurant for dine-in once a week (167 or 41.7%) and
8 or 2.02% of the respondents visited only twice a day.
Second, the respondents’ assessments on the effectiveness of television
Awareness and Interest were effective, whereas, in term of Desire and Action the
respondents’ assessments were somewhat effective. With respect to Awareness, “TV
advertisement is necessary to attract consumers for fast food business” ranked first and
obtained the highest weighted mean of 4.34 while “In this competitive environment, fast
food chain will not survive without TV advertisement” ranked fifth and got the lowest
weighted mean of 2.52. In terms of Interest, “TV advertising content should anchor on
emotion to get the interest of the consumers” ranked first and attained a weighted mean
of 4.11, whereas, “You pay attention on the advertisement when played on TV” ranked
fifth and got the lowermost weighted mean of 3.62. Moreover, as to Desire “TV
advertisement of fast food creates a desire for purchase” ranked first and achieved the
highest weighted mean of 3.82 and the same time, “TV advertisement of fast food chain
influence your way of eating” ranked fifth and attained the lowest mean of 3.19. Lastly,
“TV advertisement of fast food influence your repeat purchase” placed first and got the
highest weighted mean of 3.28, whereas, “TV advertisement encourages you to do
immediate purchase” placed fifth and got the lowest weighted mean of 3.13.
Third, on significant difference in the respondents’ assessments on the effectiveness
of television advertisement on consumer buying behavior towards fast food restaurants
when grouped according to profile, the following findings were noted. The respondents’
assessments as to Awareness, Interest, Desire and Action agreed on its effectiveness
when grouped according to age. When grouped according to sex, assessments on the
effectiveness of television advertisement in terms Interest, Desire and Action agreed on
85
its effectiveness. However, with regards to Awareness, the respondents’ assessments on
the effectiveness of television advertisement differed significantly (t=1.979, p=.049). By
civil status, the respondents’ assessments as to Awareness, Interest, Desire and Action
agreed on its effectiveness. When grouped according to highest educational attainment,
the respondents’ assessments on the effectiveness of television advertisement in terms of
Awareness, Desire and Action agreed on its effectiveness. However, with respect to the
Interest, the respondents’ assessments differed significantly (F=2.764, p=.042). When
the respondents were grouped according to their average monthly income, their
assessments on the effectiveness of television advertisement in terms of Awareness,
Interest, Desire and Action agreed on its effectiveness. Lastly, when the respondents
were grouped according to the number of visits to a fast food restaurant for dine-in, their
Interest, Desire and Action were all in agreement in its effectiveness.
CONCLUSIONS
Based on the abovementioned findings, the following conclusions were derived.
Firstly, the respondents aged 21-25 years old, mostly male and single are college
graduates with an average monthly income of 16,000.00 to 20,000.00 and visited fast
food restaurant for dine-in once a week.
Secondly, the effectiveness of television advertisement on consumer buying
behavior towards fast food restaurant in the City of Biñan in terms of Awareness, Interest
were assessed “Effective” whereas, Desire and Action were assessed “Somewhat
Effective”.
86
Thirdly, there were no significant difference in the respondents’ assessments on the
restaurant when grouped according to age in terms of Awareness, Interest, Desire and
Action. When grouped according to sex, there were no significant difference in the
respondents’ assessments on the effectiveness of television advertisement on consumer
buying behavior towards fast food restaurant in terms of Interest, Desire and Action. On
the other hand, their assessments differed significantly to Awareness. There were no
significant difference in the respondents’ assessments on the effectiveness of television
advertisement on consumer buying behavior towards fast food restaurant when grouped
according to civil status in terms of Awareness, Interest, Desire and Action. By highest
educational attainment, there were no significant difference in the respondents’
Desire, and Action. However, with respect to Interest, the respondents’ assessment
differed significantly. Lastly, there were no significant difference in the respondents’
behavior towards fast food restaurant when grouped according to average monthly total
income, and number of visit to a fast food restaurant for dine-in terms of Awareness,
Interest, Desire and Action.
87
RECOMMENDATIONS
Based on the conclusions presented by the researcher, the following
recommendations were suggested.
First, for the awareness, investing through television would cost the brand a million of
pesos and though television advertisement seems to be an effective platform to induce
brand awareness towards certain product for it captures a vast audience. The brand could
also invest to other promotional medium like social media advertising like facebook and
instagram since majority are already online. In the fast food industry, the context of local
store marketing like partnership, CSR campaigns and in-store promotion. Installation of
print banner in the trading area will also help the brand to induce awareness towards the
customers.
Second, the brand will be able to attract the interest of their consumers when
watching TV advertising if they will add stories and experiences to the content t which will
make the consumers feel as if they are part of the brand. Key points in the advertising
creative development are music, design and humor. Brand could also invest to these.
Third, for the desire, the brand can influence the eating habit of the consumers when
the advertising content could will be able to give the consumers the product information
like the health benefit, the price point, and the overview of the taste.
Fourth, the action is the stage where the consumer will now buy the product. It could
also help if the television advertisement will have an endorser, not necessarily a celebrity
but someone who is influential and someone who also speaks for the brand. Promo and
freebies such as novelty items and loyalty card upon purchase will also help. Moreover, it
should also drive the consumer’s participation which can lead to purchase.
88
Lastly, further studies can be done on the other marketing discipline involving the
consumer like in the field of digitals, social media and online which are now relevant
nowadays.
89
REFERENCES
Anjum, Bushra (2015), et. Al. Impact of Television Advertisement on Consumer Buying
Behavior: The Moderation Role of Religiosity in the Context of Pakistan, Volume 1,
No. 1
Anssari, Mohammad Esmaeil (2011). An Investigation of TV Advertisement Effects on

Customers’ Purchasing and their Satisfaction, Date Received: 15 April 2011, Date
Accepted: 13 May 2011
Aysha Karamat Baig and Munazza Saeed (2012). Review of Trends in Fast Food
Consumption.European Journal of Economics, Finance and Administrative Sciences
SSN 1450-2275 Issue 48 (2012)
Aytan Mammadli (August 2017). Consumer Perceptions of the Fast Food Industry in
Sweden: A Quantitative Research Study
Baac, Valentino (2015). Thesis and Dissertation Writing: A Guide for Students. 3rd
Edition
Bisht, Swati (2013). Impact of Television Advertisement on Youth Purchase Decision,

ISSN: 2320-0073
Brand, Jeffrey (2007). Television Advertising to Children
Chen, Mei-Liang, et. Al (2009). Expansion Trend of Fast Food Franchises in the
Philippines
Christopher Robert Aloia, et. al. (2013). Differences in Perceptions and Fast Food Eating
Behaviours Between Indians Living in High- and Low-income Neighborhoods of
Chandigarh, India
Fayrone, Chieng; Lee, Goi Cha (2011). Customer- Based Brand Equity. International
Referred Journal, Volume 11, Issue 1 January 2011
Imtiaz, Muhammad; Osman, Amber (2009). A study on the Association Between Brand
Awareness and Consumer/Brand Loyalty for Packaged Milk Industry in Pakistan.
Iara University References Center (IURC)
Khanam, Anisa; Verma, Abhay (2017). Impact of TV Advertisement on Consumer

Buying Preference, ISBN: 978-93-86171-50-4
Kuang-Ju Chen (2008). The Buying Behavior and Marketing Practices of Fast Food
Markets in Metro Manila
Linda Hansen (2015). Building Brand Awareness with TV and Digital Advertising
90
Madeline Melkis; Mohd Faiz Hilmi; Yanti Mustapha (2014). The Influence of Marital
Status and Age on the Perception of Fast Food Consumer in an Emerging Market
Menendez, Michael; Jonsson, Madeleine (2010). Online Marketing Stimuli and Consumer
Affective Response: An Empirical Study.
Michael A.Close; Leslie A.Lytle; Anthony J.Viera (2016). Is frequency of fast food and Sit-
Down restaurant eating occasions differentially associated with less healthful
eating habits?. Preventive Medicines Reports, Volume 4, December 2016, Pages
574-577
Morse KL; Driskell JA (2009). Observed Sex Differences in Fast-food Consumption and
Nutrition Self-assessments and Beliefs of College Students.
Paquette, Holly (2013). Social Media Marketing Tool
Sadhasiram, P; Nithya, Priya (2015). A Literature Review on the Impact of Television

Advertisement vs Online Advertisement among Consumers. International Journal of
Advance Research in Computer Science and Management Studies, Volume 3,
Issue 10. October 2015, ISSN: 2321-7782
Zhang, Yi (2015). The Impact of Brand Image on Consumer Buying Behavior, Open
Journal of Business Management, 2015, Volume 3, page 58-62
The Philippine Star (January 4, 2012). The Philippine Fast Food Industry
www.adage.com - How the Stimulation Economy is Affecting the World. Date Retrieved:
January 3, 2017
www.cgdigitalmarketing.com - The Key Differences Between Brand Perception,

Awareness,, and Recall. Date Retrieved: December 27, 2017
www.linked.com - What is Stimulation Marketing?. Date Retrieved: December 27, 2017
www.marketing91.com - Brand Recall Explained with Examples. Date Retrieved:

December 20, 2017
91
Appendix 1
SAMPLE REQUEST LETTER
February 15, 2018
____________________
(Name of the Fast Food)

City of Biñan, Laguna
Ma’am/ Sir:
I am a graduate student of the Polytechnic University of the Philippines - Graduate School

and presently doing my research entitled “TELEVISION ADVERTISEMENT ON
CONSUMER BUYING BEHAVIOR TOWARDS FAST FOOD RESTAURANT”. This is
part of my requirement for the degree I am pursuing.
In connection to this, I would like to seek permission to please allow me conduct a survey
in your store as part of my data gathering. The target respondents of my study are the
consumers who are eating in a fast food restaurant just like yours. Rest assured, that the
questionnaires are designed for the purposes of academics and no questions were asked
directly related to your brand.
I have attached a copy of my survey questionnaire for you reference and perusal.
Thank you.
Sincerely,

Master in Business Administration
Polytechnic University of the Philippines
92
Appendix 2
SAMPLE SURVEY QUESTIONNAIRE
Dear Respondents,
The undersigned is a Master in Business Administration candidate who would like to

conduct a study on, “TELEVISION ADVERTISEMENT ON CONSUMER BUYING
BEHAVIOR TOWARDS FAST FOOD BUSINESS”.
In line with this, may I request you few minutes to answer this survey
questionnaire honestly and truthfully. Your response is valuable in the conduct of this
study.
Thank you and God Bless.
Sincerely yours,
John Lester R. Lequin

The Researcher
QUESTIONNAIRE
Part I. Profile of the Respondents

Instruction: Please fill up the following by placing a check in the space provided on each
item.
1.1 Age
_____21-25 years old ______46-55 years old
_____26-35 years old ______Above 55 years old
_____36- 45 years old
1.2 Sex
_____Male
_____Female
1.3 Civil Status
_____ Single
_____Married
_____Widowed
93
1.4 Highest Educational Attainment
_____High School Graduate ______Master’s Degree Graduate

_____Vocational Level ______Doctorate Degree Graduate
_____College Graduate
1.5 Average Monthly Total Income
_____16,000.00- 20,000.00
_____21,000.00- 25,000.00
_____26,000.00- 30,000.00
_____Above 31,000.00
1.6 Number of visits to a fast food restaurant for dine-in
_____ once a day ______ twice every other day
____Others, please specify, __________________ _____ twice a day
______ once a week _____ once every other day ______ twice a week
Part II. Effectiveness of TV Advertisement on Consumer Buying Behavior towards Fast

Food Restaurant in terms of the following factors.
Instruction: Rate by placing a check on the space below based on the following scale:
(5) Strongly Effective

(4) Effective
(3) Somewhat Effective
(2) Less Effective
(1) Not Effective
Aspects
1 2 3 4 5
A. Awareness
A.1 TV advertisement is necessary to
attract consumers for fast food
business.
A.2 TV advertisement has a wide
coverage than any other promotional
platform.
A.3 TV advertisement of fast food
restaurant appeals to you?
A.4 In this competitive environment,
94
fast food chain will not survive without

TV advertisement.
A.5 TV advertisement of fast food
create brand awareness.
B. Interest 1 2 3 4 5
B.1 TV advertisement of a fast food
restaurant creates an interest and
convince you.
B.2 TV advertisement of a fast food
restaurant entertains you.
B.3 You pay attention to the
advertisement when played on TV.
B.4 TV advertising content should
anchor on emotion to get the interest of
the consumers.
B.5 TV advertising of fast food gives
you enough information about the
brand.
C. Desire 1 2 3 4 5
C.1 TV advertisement of fast food
creates a desire for purchase.
C.2 You eat in a fast food chain that
will add dominance and increase your
standard of living.
dominates your decision for purchase.
chain influences your way of eating.
C.5 You prefer TV advertisement than
social media advertising.
D. Action 1 2 3 4 5
D.1 TV advertisement encourages you
to do immediate purchase.
D.2 TV advertisement has a greater
factor on your buying habit.
D.3 TV advertisement of fast food
motivates you to go brand shift.
D.4 Endorser on TV advertisement will
help you decide to go for purchase.
D.5 TV Advertisement of fast food
influences your repeat purchase.
THANK YOU
*END*
95
APPENDIX 3
CERTICATION OF STATISTICIAN
96
APPENDIX 4
CERTICATION OF EDITING
This certifies that this thesis “The Effectiveness of Television
Advertisements on the Buying Behavior of Fast-Food Restaurants Consumers in
Binan, Laguna” by John Lester R. Lequin was proofread by the undersigned.
RAFAEL MICHAEL O. PAZ

Editor
97
Appendix 5
BIOGRAPHICAL STATEMENT
John Lester R. Lequin graduated with a degree in Business Administration major in

Marketing Management at the University of Perpetual Help System Laguna where he
received the distinct Service Award recognition for outstanding leadership. He is currently
connected with Leslie Corporation. A marketing practitioner with years of industry
experience in the field of brand management and trade marketing. Support rolling base
sales & profitability targets’delivery in a regional basis and improving brand awareness
thereby receiving a Trade Marketing recognition for his exemplary performance. On some
occasions, he is being invited as a resource speaker to various institutions where he
gives lecture on marketing management, personal branding and leadership. A recipient of
Gawad Felicisimo T. San Luis award as one of Most Outstanding Youth of Laguna given
by Gawad Laguna Inc.
98

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

TELEVISION ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR

In Partial Fulfillment of the Requirements for the Degree

JOHN LESTER R. LEQUIN

RAQUEL G. RAMOS, DBA

JOHN MARK S. DISTOR, DBA DOMINADOR DL. GAMBOA, DBA

GUILLERMO C. BUNGATO, Jr., PhD

JOHN MARK S. DISTOR, DBA DOMINADOR DL. GAMBOA, DBA

DESSERIE MAYNES BLANCO, DEM

MA. JUNITHESMER D. ROSALES, DEM

Dater of Passing the Comprehensive Examination: October 5 and 6, 2017

following who made this research possible:

supervision in the conduct of this study;

To Leslie Corporation, the researcher’s company of work for their support.

education. The researcher’s knowledge in the application of brand and marketing

become an effective marketing practitioner.

his siblings who served as an inspiration for him to strive harder.

degree Master in Business Administration at the Polytechnic University of the Philippines

institution, except where proper referencing and acknowledgment were made.

JOHN LESTER R. LEQUIN

Title : Television Advertisement on Consumer Buying

The study was intended to assess the effectiveness of Television Advertisement

level of significance. Frequency, Percentage Distribution, Weighted Mean, Analysis of

variance, and ranking were employed as statistical tool.

Second, the assessment on the effectiveness of television advertisement on

following 4 factors as “Effective “for Awareness (GM=4.08) and Interest (GM=3.90);

“Somewhat Effective” for Desire (GM=3.41) and Action (GM=3.23).

Third, on the significant difference in the respondents’ assessment on the

effectiveness of television advertisement on consumer buying behavior towards fast food

restaurant for dine in once a week.

Secondly, on the effectiveness of television advertisement on consumer buying

Thirdly, there were no significant difference in the respondents’ assessment on the

effectiveness of television advertisement on consumer buying behavior towards fast food

assessment as to Interest, Desire and Action; conversely, as to Awareness, the

respondents’ assessment on the effectiveness of television advertisement in terms of

significant difference on the respondents’ assessment on the effectiveness of television

respondents’ assessment differed significantly. Lastly, there were no significant difference

in the respondents’ assessment on the effectiveness of television advertisement on

terms of Awareness, Interest, Desire, and Action.

pesos and though television advertisement seems to be an effective platform to induce

to a specific trading area.

participation which can lead to purchase.

CHAPTER 1 THE PROBLEM AND ITS SETTING

CHAPTER 2 REVIEW OF RELATED LITERATURE AND STUDIES

Fast Food Restaurant............................................................. 9

CHAPTER 4 RESULTS AND DISCUSSION

Profile of the Respondents................................................... 64

Effectiveness of Television Advertisement

Significant Difference in the Respondents’

CHAPTER 5 SUMMARY, FINDINGS,

Appendix 1 Sample Request Letter...................................... 92

Number Title Page

1 Frequency and Percentage Distribution of the

2 Frequency and Percentage Distribution of the

3 Frequency and Percentage Distribution of the

4 Frequency and Percentage Distribution of the

5 Frequency and Percentage Distribution of the

6 Frequency and Percentage Distribution of the

7 Respondents Assessment in the Effectiveness of

8 Respondents Assessment in the Effectiveness of

9 Respondents Assessment in the Effectiveness of

10 Respondents Assessment in the Effectiveness of

11 Summary of Over-all Weighted Mean in the Respondents’

12 Significant Difference in the Assessment on the

13 Significant Difference in the Assessment on the

14 Significant Difference in the Assessment on the