THE RELATIONSHIP BETWEEN ADVERTISING TAGLINES AND THE BUYING BEHAVIOR OF THE

LEVEFLEX EMPLOYEES

A Thesis

Presented to the Faculty of the

Senior High School Department

In Partial Fulfillment

Of the requirements for Practical Research 2

BAUTISTA, JOHN RAY

ALVAREZ, JUSTIN RIOFRANCIA G.

DANTES, VERRAH DAEL C.

DE JESUS, MADELLE N.

GONZALES, ANAMAE

JIMENEZ, IRISH GAYLE

RANGIS, VERNIE

Group 2 - ABM 4

August 2017
 Chapter 1

The Problem and its Setting

This chapter will serve as an overview of what the entire study is all about, from the origin
and the idea of this topic, to the objectives and significance of the research, and some notes that will
help understand the whole study.

Introduction

Marketing in the 21st century is part art and part science, and both sides

place a crucial role in successful marketing. Creative expression develops marketing

campaigns that catch the eye and capture the imagination, but behind every

marketing strategy are theories grounded solidly in psychology, economics, and

studies in human behaviour. The scientific insights help marketers design campaigns

that speak to the fundamental concerns and desires of their audience, greatly

deepening the impact of marketing materials.

One of the marketing strategies of marketers is creating an advertising

taglines to endorse their businesses, products and services. According to Brierley

(1995), taglines have been used as a component in advertising campaigns

extensively. Relatively, Dahlen and Rosengren (2006) said that taglines can have

positive effects on brands and can act as carrier of the brand equity. Reece, Bewrgh

and Li (1994) consider taglines are of value in fact to construct leading equity since

they help in the establishment and in the preservation of a strong leading identity and

always appear everywhere in the campaigns of advertising. In addition, advertisers

and marketers often try to influence consumers’ buying behaviour by creating

advertising taglines that are related to their lives.

 The researchers came up with this study to determine if there is a

significant relationship between advertising taglines and the buying behavior of

Leveflex Company’s employees in Valenzuela City.

Significance of the Study

This research deals with the relationship of advertising slogans and the

Leveflex Company’s buying behavior. In regard with this, this study will be a great

help to the following group of people:

Consumers – They will be informed about the importance of advertising

taglines and the factors of these that affects their buying behavior and how these

affects their buying behavior.

Business Industries – They will gain information about the factors of buying

behavior and advertising taglines and in addition, they will know what advertising

taglines do their consumers prefer which will be very helpful to their businesses.

Future Researcher – This study will server as reference and guide if they

will pursuing the same research topic.

Statement of the Problem

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

a. Age d. Income

b. Gender e. Civil Status

c. Occupation
 2. What type of consumer is the respondent?

a. Loyal Consumer c. Impulsive Consumer

b. Discount Consumer d. Need-based Consumer

3. What are the factors that influence the respondent’s buying behavior based

on:

a. Situational Factors c. Social Factors

b. Personal Factors d. Cultural Factors

4. What factors of advertising taglines influence the respondent’s buying

behavior in terms of:

a. Internal Factors

b. External Factors

5. Is there a significant relationship between the product’s advertising taglines

and the buying behavior of Leveflex Company’s employees?

Hypothesis

 There is no significant relationship between advertising slogans

and the Leveflex company’s employees.

Theoretical Framework

Each and every individual has their own needs and wants and in order to fulfill

these needs and wants, they have to buy them. Buying is an act of purchasing and

the person who is buying is called buyer or a consumer. Every time a consumer

acquires products and services, there are factors that affect their buying behavior

such as influences, quality of the products, and advertising taglines. Taglines are
used by business companies as a marketing strategy. It is known to be a fantastic

way to convey value proposition. Through the use of a motto or a phrase that

represents an idea or purpose, communication to your intended audience helps your

product and service memorable.

This study will be supported by the buying behavior theory called Theory of

Reasoned Action created by Martin Fishbein and Icek Ajzen (1960). The theory

states that consumers act on a behavior based on their intention to create or receive

a particular outcome. To summarize it, consumers are rational actora who choose to

act in their best interest.

Through this theory, the researchers expect to determine if there is a

significant relationship between the product’s advertising tagline and the buying

behavior of Leveflex Company’s employees and if the consumers are rational actors

based on their advertising tagline preference. So, basically, the researchers will be

focusing on the advertising taglines and the Leveflex Company employee-consumer.

Conceptual Framework

Input

 Leveflex
Company’s
Employees Process
 Profile of the
respondents  We will
1. Age determine the
2. Gender profile of the
3. Occupation/Po respondents
sition through survey-
4. Income questionnaire
5. Civil Status  Use survey
 Theory of questionnaire to
Reasoned Action determine if
there is a
significant
relationship Output
between  To determine if
advertising there is a
taglines and the significant
Leveflex relationship
company’s between
Employeees advertising
taglines and the
Leveflex
company’s
Employeees.
Scope and Limitation

The focus of this study is to determine the significant relationship between the

advertising taglines and the Leveflex Company’s employees.

The researchers will conduct a survey using a survey-questionnaire in

Leveflex Company. There will be a () total number of employees that will serve as

the sample.

Definition of Terms

For better understanding of this study, important words have been defined

operationally and contextually.

ADVERTISING TAGLINE – a short catch phrase used to advertise a product. It is

also known as slogan.

BUYING – is the act of purchasing a product or services with the use of money

BUYING BEHAVIOR – is defined as the sum total of a consumer’s attitudes,

preferences, intentions, and decisions when purchasing a product. In this study, it is

referred to as the factors that influenced an individual in buying something and the

decision of a person in purchasing a product.

CONSUMER - is a person or organization that uses economic services or

commodities. In this study, it is referred to as an individual who purchases goods and

services for personal use. It is also known as buyer.

CULTURAL FACTORS – are related to cross-cultural differences among consumers

on local and global scales.

EXTERNAL FACTORS – are factors that affects the consumer externally

INTERNAL FACTORS – are factors that affects consumers internally

MARKETING – is a strategic plan to advertise a product

PERSONAL FACTORS - include taste preferences, personal financial

circumstances and related factors.

PRODUCT - defined as an article or substance that is manufactured or refined for

sale. In this study, it is referred to as something that uses slogan for advertising

purposes.

SITUATIONAL FACTORS - include location, environment, timing and even weather

conditions

SLOGAN - is a short and striking or memorable phrase. In this study, slogan is

referred to as a simple and catchy phrase that is used by a product to be known by a

consumers. It is also known as tagline.

SOCIAL FACTORS - arise as a result of interactions of perspective consumers with

other in various levels and circumstances.

 Chapter 2

Review of Related Literature and Studies

Marketing in the 21st century is part art and part science, and both sides

place a crucial role in successful marketing. Creative expression develops marketing

campaigns that catch the eye and capture the imagination, but behind every

marketing strategy are theories grounded solidly in psychology, economics, and

studies in human behaviour. The scientific insights help marketers design campaigns

that speak to the fundamental concerns and desires of their audience, greatly

deepening the impact of marketing materials.

At the heart of the scientific study of marketing are key insights about

consumer behavior, or why consumers buy and act the way they do. Theories of

consumer behavior address important issues, such as how consumers purchase as

individuals versus how they purchase in groups, the role of emotions in purchasing

decisions, post-purchase attitudes and the role of object utility. Understanding these

issues enhances a marketing campaign’s effectiveness and its impact on

consumers.

One of the theories of consumer behavior is the Theory of Reasoned Action

created by Martin Fishbein and Icek Ajzen (1960’s), this theory centres its analysis

on the importance of pre-existing attitudes in the decision-making process. The core

of the theory posits that consumers act on a behavior based on their intention to

create or receive a particular outcome. In this analysis, consumers are rational

actors who choose to act in their best interests. According to the theory, specificity is

critical in the decision-making process. A consumer only takes a specific action when

there is an equally specific result expected. From the time the consumer decides to
act to the time the action is completed, the consumer retains the ability to change his

or her mind and decide on a different course of action.

Marketers can learn several lessons from the Theory of Reasoned Action.

First, when marketing a product to consumers, marketers must associate a purchase

with a positive result, and that result must be specific. Second, the theory highlights

the importance of moving consumers through the sales pipeline. Marketers must

understand that long lags between initial intention and the completion of the action

allows consumers plenty of time to talk themselves out of a purchase or question the

outcome of the purchase.

Kotler and Keller (2011) state that the importance of studying consumer

buying behavior as an area of marketing is increasing due to several factors. In order

to offer any product or service to the consumers, businesses must understand their

customer’s culture, social group and many other factors. Understanding these

factors helps business to draw an effective marketing plan in order to satisfy the

needs and wants of their customers in more efficient way.

Another reason to increase the importance of the study of costumer buying

behavior is intense pace globalization. According to Nargunkar (2008), globalization

has changed the way the businesses operate and target their customers. As more

and more businesses are operating in more than one country, they need to

understand the different cultures and characteristics of their customers. As business

grow geographically, their customer bases change and the needs of customers in

one country varies from the needs of the customers in another country. Therefore

the study of consumer buying behavior is essential in order to target all the

customers in all different geographical areas.

 In addition, Lancaster et. al. (2002) said that studying the consumer buying

behavior is essential especially in conditions of fierce competition in the market. As

the number of companies in the same industry which offer the similar or even the

same products or services to the customers, these businesses need to target the

right segment. To make his happen, it is important to understand the buying behavior

of the customers.

The importance to study the consumer buying behavior has intensified due to

fast pace of globalization which changed has been consistently changing the way

consumers are shopping for their daily food and grocery products. As more retailers

operate in more than one country, they have to pay close attention to the difference

in culture, lifestyle, taste, expectations, and many other factors that determine the

differing buying behavior pf customers from various countries. Therefore, the study

of consumer behavior is very viral to target all the customers from geographical

areas.

It has been established that the consumer buying behaviour is the outcome of

the needs and wants of the consumer and they purchase to satisfy these needs and

wants. Although it sounds simple and clear, these needs can be various depending

on the personal factors such as age, psychology and personality. Also there are

some other external factors which are broad and beyond the control of the

consumer.

According to Gutierrez (2007), in his study entitled “Determinants of Planned

and Impulse Buying: The Case of the Philippines”, product category, purchase

frequency, brand comparison, and age are significant factors influencing the buying

behavior of the customers. This study utilizes a behavioral measure, rather than an
attitudinal measure of planned/impulse purchase. It is also stated in his study that

there is no relationship found between planned purchases and the buying

values/behavior of a consumer. However, there is a study that is opposite of the

research of Gutierrez about impulsive buying, yet also states about a two variable

having no relationship related to a consumer buying behavior, and it is the research

of Ignacio and Martin.

Ignacio and Martin (2012) states in their study “Big Five Personality Traits and

Compulsive Buying Behavior: A Correlational Study” that there are a number of

persons who possess the “shop ‘til you drop” attitude and run their credit cards up to

its maximum limit. They overspend their money to fill an inner emptiness and to

make themselves feel more complete, and it is what you called a compulsive buyer.

They stated that among the big five personality traits, neuroticism has a high

correlation with Compulsive Buying Behavior. Just like in Gutierrez’s study, the

findings shown here is that there is no significant relationship between the

demographic profile such as age, gender, and socio-economic status and consumer

buying behavior in accordance to Compulsive Buying Behavior. A number of

researchers have been carried out by academics and scholars on identifying and

analyzing those factors affecting consumers’ buying behaviour, as a result, various

types of factors have been identified. These factors have been classified into

different types and categories in different ways by different authors. For instance,

Wiedermann et. al. (2007) classified them into internal and external factor. On the

other hand, Winer (2009) divided them into social, personal and psychological

factors. Rao (2007) stated that despite the fact that they have been classified into

different groups by different authors they are similar in scope and purpose. There is

a wide range of factors that can affect consumer behavior in different ways. Hoyer et.
al. (2012) divided the factors into four broad categories which are the situational,

personal, social and cultural factors.

Situational factors impacting consumer behavior may include location,

environment, timing and even weather conditions. In order to benefit from situational

factors major retailers attempt to construct environment and situations in stores that

motivate perspective customers to make purchase decision. Range of available tools

to achieve such an outcome include playing relaxing music in stores, producing

refreshing smells in stores and placing bread and milk products in supermarkets

towards the opposite end of stores to facilitate movement of customers throughout

the store to make additional purchases.

Personal factors, on the other hand, include taste preferences, personal

financial circumstances and related factors. The impact of personal factors on

consumer decision-making is usually addressed by businesses during market

segmentation, targeting and positioning practices by grouping individuals on the

basis of their personal circumstances along with other criteria, and developing

products and services that accommodate these circumstances in the most effective

manner.

While social factors impacting consumer behavior arise as a result of

interactions of perspective consumers with other in various levels and

circumstances. Targeting members of society perceived as opinion leaders usually

proves effective strategy when marketing products and services due to the potential

of opinion leaders to influence behavior of the other members of society as

consumers.
 Lastly, cultural factors affecting consumer behavior are related to cross-

cultural differences among consumers on local and global scales. Oxford

Dictionaries (2015) defined culture as the ideas, customs and social behavior of a

particular people or society. The tendency of globalisation has made it compulsory

for cross-cultural differences amongst consumers to be taken into account when

formulating and communicating marketing messages.

When it comes to marketing, there is one aspect every business should be

aware of: not all consumers are created equal. Just like there are different types of

goods, services, and products, there are different types of consumers. They have

different motivations for purchasing, different modes of engaging and different

mindsets. In order to market a brand successfully, a business needs to understand

the different consumer types and how to tailor effective marketing collateral for them.

According to Beyond the Hedge (2015) on its article “4 Different Types of

Consumers and how to Market to them”, there are four types of consumers and

these are loyal consumers, discount consumers, impulsive consumers and need-

based consumers.

Loyal consumers are likely to comprise a small segment of your consumer base.

However, because of their loyalty, they are valuable to every business. Once they have

found the right company to do business with they will remain loyal, often becoming a

promoter of the brand by sharing their experience with their friends, family and

extended social network. According to a recent study, only between 12 percent and 15

percent of consumers are loyal to a single retailer. However, that small group tends to

generate between 55 percent and 70 percent of brand sales. How can a brand

successfully market to a loyal consumer? The keys are personalisation, individualised

attention, and repeated marketing contact. These kinds of marketing strategies will

yield the biggest return on investment.

Discount consumers are always on the hunt for discounts, as the name suggests.

Like loyal consumers, they also have a tendency to frequent the same organisations and

brands. However, they only make purchases when there is some kind of sale or

discount. To market to the discount consumer, you need to advertise your offers and

specials! Social media is a great way to share sales and ongoing promotions, as are

personalised emails or brochures. If you have a sale going on, you need to let your

customers know.

Impulse consumers are the most difficult when it comes to maximizing

marketing collateral. These consumers often don’t shop with a specific product or

service in mind, let alone a brand. Rather they make purchases capriciously, buying

when something strikes their fancy. Considering the whimsical nature of impulsive

consumer purchasing habits, tailoring marketing efforts to them may not seem to be the

best use of your resources, right? Wrong. The vast majority of purchases are actually

impulse purchases.

When brands figure out how to effectively market to impulse consumers, they

can drive up their sales. Keep in mind that impulse buying tends to be emotionally

driven as opposed to logically driven. This is distinct from more rationally driven

consumer types, such as discount consumers (driven by a desire to save money) and

loyal consumers (driven by fealty to a specific brand). The key is to tap into the

impulsive consumer’s emotions.

Need-based consumers purchase to fulfill a need. Maybe they have run into

financial trouble and need advice. Perhaps they are going on vacation and need a new
set of luggage. They could be approaching a milestone in their life and are seeking legal

advice. In order to market to a need-based consumer, your marketing strategy needs to

anticipate these needs effectively. That means utility-centric marketing, across multiple

channels, including print, online, and social media. You need to segment your

consumers by needs and tailor a marketing strategy to each of these needs, outlining

how you can help in a particular situation or promoting a specific service.

This part of the study converse about advertising taglines and its relationship

with advertisements and related studies. Taglines have been used as a component in

advertising campaigns extensively. According to Brierely (1995) in the United States,

the researchers thought that the consumers will have seen about 350, 000 advertising

by the age of 18. Also, Wright and Snow (1980) and Mitchell, Macklin and Paxman

(2007) stated that advertisers ordinarily use repetition and aim at a great extent

divided experiences in life of most people.

Relatively, Dahlen and Rosengren (2006) said that taglines can have positive

effects on brands and can act as carrier of the brand equity. Reece, Bewrgh and Li

(1994) consider taglines are of value in fact to construct leading equity since they

help in the establishment and in the preservation of a strong leading identity and

always appear everywhere in the campaigns of advertising. In addition, advertisers

and marketers often try to influence consumers’ buying behaviour by creating

advertising taglines that are related to their lives.

Based from the book O’Guinn, to all, and Semenik (2003),a tagline is a short

expression which is used to help, to establish an image, identity, or position for an

organization to increase memorability. Wells, Burnette and Moriarty (1989) defined

advertising tagline as an appearance which is written for its memory and potential of
memory to evoke, often repeated to boost its memory and Katz and Went Up (1969)

said that it also supports the consumer in fact to remember the particular mark of the

patron when they meet with all alternatives.

Tagline related research conducted to great extent shows the consequences

attached to brand awareness, issues related to making a memorable tagline and the

relationship between consumer demographic characteristic and tagline discovering

and assigning. However, since 1980s the circumstance of emotion in advertising and

consumer behavior literature has transformed. The study conducted in 1980 by

Zojanc’s shows that emotion can function without cognition.

Brands carry a variety of functions for consumer. They identified the source of

the product to determine the manufacturer or supplier liability, reduce risks and costs

for product search; guarantee or contract with the manufacturer; and as a symbol of

quality (Vranesvic and Stancec, 2003 pg. 812-813).

There are customers and they will buy the brand: One of the unwritten

contract, customers wants the company to consistently meet their advertising goals.

Second, they expected their companies to treat them with respect, to be honest and

straightforward business. When a company or brand achieve the desired time and

time again, and acts according to the image they want to portray, customers began

to trust the development of brand and reputation. As the reputation and trust

increase, the failure of more expensive brand (Frischmann, 2008)

The process of brand creates a special significance. Brand distinction, takes

the form of a sign, symbol, or symbols, a character, a slogan, a jingle or packaging of

products or services. As strong brand stands apart from the competition, it

encourages consumers to purchase a particular product or service. Thus, offering

continued satisfaction which affects buying decision and customer satisfaction

making them loyal towards brand (Wells, Moriarity and Burnett, 2006 pg. 33; Reece,

Vanden Bergh and Li, 1994 pg. 41). Advertising process behind branding creates

acquaintance. It is by acquaintance that leading equity is constructed. Brand equity

as a reputation is the result of value and meaning earned by brand name or symbol

over the period. (Wells et al., 2006, pg. 33). Finally, the value, meaning of the brand

dwells in the consumers mind. (Tellis, 2004, pg. 33).

Advertising taglines are utilized to reward the brand name, sum up the brand's

subject matter, produce an image and convey the consumer about brand.

(Rosengren and Dahlen,2006, pg. 265). A good tagline is a key factor for building

and maintaining a strong brand image.

Finally, Advertising taglines are utilized to create gist on brands and are

conceived to build a brand identity by endorsing a strong brand name and so are

considered useful for building brand equity.(Reece et al., 1994, pg. 42; Rosengren et

al., 2006,. Pg. 263). Tagline for acting as the carrier of brand equity, the brand must

first affect the tagline so that brand equity "rubbed off" brand slogan. Research on

brand equity has found that brand equity affects the analysis and interpretation of the

brand-related information to the information in this case, the brand slogan, fits with

previous consumer perceptions of brand (Dahlen and Rosengren, 2005, pg 152).

Although every individual has distinctive set of values, these set of values has tendency to

penetrate in a culture. The cultural values differentiate themselves from private values, as they

structure the base on which their culture stands (McCarty, 1994). All these cultural values are

transformed through various spring such as family, media, upbringing in school and others have

tendency to be broad, lasting and comparatively firm (the Samovar,1998).

 The theoretical foundation for analysing culture values confronts standard problems and

challenges across all different nations. These problems and challenges can be dealt in variety of ways

similar the analysis of cultural values across nations is that all cultures face up similar problems and

in challenges, which can be treated in a variety of ways. Exactly how they are treated reflect the

value system of a particular culture.

The analysis of cultural values takes into account the comparison of similarities and

difference between different cultures (Kluckhohn and Strodbeck, 1961). A Research on cross-

cultural category identifies all the useful cultural values in the description of cultures. A leading

models display cultural dimensions which serve to explain a significant scoop of disagreement of

country -to-country. Up to date, all research under taken in this were very much relied on Hofstede's

cultural dimensions. In a lesser measure, the researchers also used the cultural dimensions of

Trompenaars and Hampden- Turner and Schwartz in their research work. A new dimension added

by Trompenaars and Hampden- Turner ( 1998,2000) offers new alternatives.

Watson, (2002) tells, every culture has one of the important social processes, a strong

impact on consumer perception and behaviour is the result of using exerted marketing

communication. Methods used in international marketing and advertising, help in studying various

components of culture in order to compare and contrast the affectivity of persuasion across culture

In accordance to this perspective, Aaker and Maheswaran (1997) discovered that heuristic

hints, general agreement plays a vital role in persuasion in a collectivised culture than in an

individualistic culture, as the views of the group members are accented in collectivised culture. They

also detected that in individualistic culture the individuals utilize elaborated taxonomic processing

or forced capability processing strategy to measure fresh data more frequently than collectivistic

cultures. To support this statement, the individuals grown in Asian cultures are inclined towards the

information of general agreement, Information about the opinions of the others to an opinion object

to a great extent because of growing needs of acculturation. Conversely, information of general

agreement is sensed as comparatively non-diagnostic in the USA as the needs to acculturation is

lower (Jun and Lee, 2007).

 In addition to this, investigators in this area of advertising communication have indicated

that the potency of persuasive style and schemes are different in different culture. (Jun and Lee,

2007). For as example, Glenn and o (1977) notes that the Americans prefer an inductive-factual

convincing style. They suggested that Americans should consider a congruent style with culture to

fulfil purposes of communication. The existent literature concentrating on cultural difference

between India and the United States pointed out that effects to commercialize communication would

differ according to their cultural orientation, as high or low context, confrontation or value direct,

indirect / harmony-seeking behaviour and individualistic behaviour or orientated by group (Miracle

et al,1992).

The culture of India classified as a comparatively high nation of context and the United

States as a low culture of context (Hall, 176). People living in high cultures of context are

characterized as indirect and meditative person, although people living in the low cultures of context

are represented as analytical and orientated by action. For instance, to great extent American

contents depicts well disposed attitudes towards advertising and brands following high levels of

information of advertising than Indian contents (N. Ahmed, 2000). Also, the Indian advertising of

magazine depended heavily on emotional evoke by comparison with American advertising, although

this tendency varies across the categories of product (Jun and Lee, 2007) discovered that American

advertising used characteristics of product and utilitarian's needs for products (the low context)

more often than Indian advertising, while Indian advertising used metaphor (the high context) more

often than their American counterbalances.

Gudykunst (1987) and Kang (1988) also noted that Indians has tendency to communicate

non-confrontational communication and prefer indirect speech, while the Americans prefer the

approach of confrontational and a direct speech. American advertisers have tendency to represent

brands, products and company name since its inception for advertising (Steward and Furse, 1989).

Indians too led to nullify the confrontational communication compare to Americans.

In this case, the Indian style of communication is considered to be "accommodation

orientated" rather than ' confrontational orientated" because Indians inclined to put more value on
indirect communication to avoid refusal by others (Jun and Lee, 2007). Therefore, to differentiate

the brands from its rivals, a comparatively direct and an approach of confrontational would be used

in the United States, while comparatively more a couple of direct references to the brand name

would seem in the advertising of Indians (Stewart and Furse, on 1986). Miracle (1992) came up with

blueprints concerning in the advertisements in television in India and United Sates.

According to Hofstede (1980), the United States is located at one end and India is located in

middle of Individualism scale. Among the 53 countries, United States ranked 91with higher score

while India ranked 41 with low score (out of 100) after the measure of value placed on Individualism

scale. Therefore, the advertisements used in U.S. has individualistic appeal than Indian

advertisements which inclined toward collectivistic appeal (Cho et al,1999), and the consumers

were convinced towards the appeal corresponding to their culture orientation with country of origin

(Han and Shavitt, 1994).

In other words, the U.S. advertising emphasized independence, self-reliance, self-

improvement, and personal rewards, and less likely to emphasize interdependence, family integrity,

the Group's objectives and concern for others (Belk and Bryce, 1986; Muller, 1987; miracles., 1992).

Previous studies pointed out that the advertising reflecting local culture value are more convincing

than those with less persuasive culture value. Therefore, cross-culture advertising of product has

been a core topic to be research in the area of marketing communication. However, there is still less

information available regarding the use of taglines in different cultures and how creative they are to

create an impact on consumers mind with regards to the brand name they carry. Therefore, the

present study involves in understanding the use of creative taglines and its appeal in cross culture

country like US and India providing more information to international marketers.

Advertisers and marketers often try to influence consumers’ choices by

creating advertising slogans that appeal to our future goals, dreams and wishes

(e.g., “Let’s make things better”, “Just do it”, “Be all you can be”). Associating brands

with personal dreams and ambitions may imply that purchasing these brands can

help us achieve and express our ideals and aspirations. In two studies we test the
proposition that exposure to advertising slogans containing values related to

achievement and personal goals will make consumers aware of the discrepancy

between the person they are at this particular point in time (actual self-state) and the

person they desire to be in the future (ideal self-state).

Regulatory Focus Theory (Higgins 1997) states that individuals adopt a

promotion focus orientation when they are concerned with reaching their ideal

selves. Individuals with this strategy regulate their behavior towards desired end

states and positive outcomes in order to decrease the experienced discrepancy

between their actual and ideal state. Based on earlier research, showing that

advertisements focusing on the independent self can induce promotion-related

values (Hamilton and Biehal 2005), we expect that advertising slogans reminding us

of the goals and ideals relating to our hopes, wishes, and aspirations are suited to

directly induce the self-regulation mechanism of promotion focus. Furthermore, we

hypothesize in study 1 that this activated promotion orientation influences personal

spending intentions. We predict that participants who are exposed to promotion-

related slogans intend to spend relatively more money on means that will help them

achieve their goals and aspirations (i.e., education) than on means unrelated to

valued promotion ideals (i.e., entertainment).

 Chapter 3

Methodology

Research Design

The appropriate approach for our study is non experimental research design.

Non-experimental research is the label given to a study when a researcher cannot

control, manipulate or alter the predictor variable or subjects, but instead, relies on

interpretation, observation or interactions to come to a conclusion. One type of Non-

experimental research is a correlational study. A correlational study is a quantitative

method of research in which you have two or more quantitative variables from the

same group of participants, and you are trying to determine if there is a relationship

between the two variables. This type of non-experimental research is used as a

design for the whole study, because it determines whether or not, two variables are

correlated. It is a big help to our whole study because it typically focus the

relationship of two variables.

In this study, correlational approach and quantitative research design were

used to identify whether there is a significant relationship between advertising slogan

and the buying behavior of Leveflex employees.

Research Locale

The study will be conducted in Leveflex Industrial Corporation based on

random samples who work in this company. The Leveflex Industrial Corporation is

one of the corporations that can be found in Metro Manila or the National Capital

Region of the Philippines. It is a company duly registered with the Securities and
Exchange Commission (SEC). It is engaged in the manufacturing of powder

beverages. The company was issued an Environmental Compliance Certificate by

Environmental Management Bureau – National Capital Region for its Food

Manufacturing and Processing Plant. It has a lot area of 7,372 square meters and is

located along Victoria Road, Barangay Bagbaguin, Valenzuela City.

Samples and Sampling Technique

The respondents have been chosen among the employee in Leveflex

Industrial Corporation by purposive sampling. Purposive sampling is a type of non-

probability sampling; it is where you include people who are easy to reach.

This form of selection is done based on the ease of gaining the data. Rather

than gathering a more accurate array of data from the population, the researcher

simply gathers data from people nearby. The needs of the study were to identify

whether there is a significant relationship between advertising slogan and the buying

behavior of consumers, and this study will be a great help for the consumers who

purchase products. The advantages of this type of sampling are the availability and

the quickness with which data can be gathered. The disadvantages are the risk that

the sample might not represent the population as a whole, and it might be biased by

volunteers. In this study, the researchers used Leveflex employees as the sample.

The Leveflex employees have been chosen through the availability of them

and the convenience of the researchers. These are the chosen respondents

because the researchers think that it would be a great help for the other individual,

especially to consumers who purchase and consume products.

Instrumentation

In this research, a survey questionnaire will be used in the collection of data. It

will serve as an instrument in identifying whether there is a significant relationship

between advertising slogan and the buying behavior of Leveflex employees. We will

provide the respondents with the prepared questionnaires to easily identify the

factors of advertising slogan that influenced them in consuming a certain product; the

other factors that affects their buying behavior, and; to identify whether there is a

relationship between the two variables.

A survey is defined as the measure of opinions or experiences of a group of

people through asking of questions by the use of a questionnaire. Questionnaire is

defined as a set of printed or written questions with a choice of answers, and devised

for the purposes of a survey or statistical study. The questionnaire consists of

questions to be answered by a number of Leveflex employees to identify their buying

behavior and the factors of advertising slogan that influenced them in purchasing

products.

These instruments will help us to determine the needed data from the

respondents in order to achieve the aim of this research.

Data Gathering Procedure

The first thing that the researchers did was create a letter for the

permission of having a data gathering outside the school. The data for this research

were collected using some research and some survey questionnaire. The data

collected through research should be relevant, and the survey was created and

consists of suitable questions and individual questions formed by the researchers.

The survey was composed of three parts which consists different questions related

to the topic. After the professor approved the questionnaire, these are distributed to

the Leveflex employees, who are the respondents of the study, and they are given

enough time to think and answer the questions.

Statistical Treatment

The following are the statistical treatment used in the study.

Percentage will be used to provide data needed to answer question number

1. This will determine the distribution of the respondents according to the

demographic profile.

Formula:

Where in:

 f = frequency

(age & occupation)

 N = total number of the employees

Weighted Mean will be used to determine if there will be a difference

between advertising tagline and the buying behavior of Leveflex company’s

employees. This statistical treatment will be used to determine what factor affects the

buying behavior of the consumers the most and the factors of advertising tagline that

influences the buying behavior of consumers the most. The weighted mean will be

obtained and later to be compared.

Formula:

Where in:

 f = frequency

 N = Population or the number of employees