THESIS ABSTRACT

TITLE: IMPACT OF MANG INASAL’S ADVERTISEMENT IN THE BUYING BEHAVIOR OF THE CUSTOMERS

RESEARCHERS: Austria, Catherine P. Omanito, Kevin M.

ADVISER: Dexter A. Sembrano, M.A.T.

Summary

This study was conducted to determine the impact of Mang Inasal’s advertisement in the buying behavior of the customers.

The study utilized the descriptive method of research. Samples were taken purposively. An adopted and researcher-made questionnaire based on the related literatures and studies cited was used as main instrument for survey. Modification was made on the final questionnaire based on the suggestions and recommendations given by experts. It undergone validation and pre-testing.

The respondents of the study were 149 customers in Mang Inasal’s three (3) branches in Dasmarinas City ( Volets, SM and Robinsons). The study was conducted in September 2011. Percentage, frequency distribution, weighted mean, and Analysis of Variance (ANOVA) were the statistics used in order to answer the specific problem of this study.

The hypothesis tested using ANOVA was “There is no significant difference between the impact of the Mang Inasal advertisement in the buying behavior of the respondents and their profile.” Specifically, it sought answers to the following:

1. What is the profile of the respondents according to: 1. Educational Attainment 2. Type of Job 3. Employment Status 4. Monthly Family Income? 2. What is the impact of the Mang Inasal advertisement in the buying behavior of the customers? 3. Is there a significant difference between the impact of the Mang Inasal’s advertisement in the buying behavior of the respondents and their profile?

Findings

1. The Profile of the Respondents according to:
1. Educational Attainment - Forty seven (47) or 31.54%