OTHER COUNTRIES:

Title: Impact of Advertisement on Buying Behaviours of the consumers: Study of Cosmetic

Industry in Karachi City.
Authors: Samar Fatima Samreen Lodhi
Date of publication: Oct-2015
Abstract: Advertisements have been used for many years to influence the buying behaviors of
the consumers. Advertisements are helpful in creating the awareness and perception among
the customers of cosmetic products; both of these variables are lethal combination to influence
the buying behaviors of the consumers. This particular research was conducted on the 200
young male or female who use different brands of cosmetics to check the influence of
advertisement on their buying behavior while creating the awareness and building the
perceptions. Correlation and regression analysis were used to identify the relationship between
these variables. The results revealed provide the new way to managers to devise suitable
strategy for the marketing of cosmetic
products. These results show that advertisements are very useful in creating the awareness
among the people but they are failed to build strong perceptions in the mind of consumers.
Both of these variables such as consumer awareness and consumer perceptions will motivate
the consumer to buy a certain product, as there is a positive relationship present in between
them.

Title: Status brands: examining the effects of non‐product‐related brand associations on status
and conspicuous consumption
Authors: Aron O’Cass, Hmily Fros
Date of publication: 1 April 2002
Abstract: In seeking to expand our understanding of brands and their impact on consumer
behaviour, assesses the relationship between brand associations, which contribute to
consumption behaviour. A self‐administered questionnaire was developed and administered to
a non‐probabilistic convenience sample of 315 young consumers. The findings of this research
indicate that the status‐conscious market is more likely to be affected by the symbolic
characteristics of a brand; feelings aroused by the brand; and by the degree of congruency
between the brand‐user’s self‐image and the brand’s image itself. Results also indicate that the
higher the symbolic characteristics, the stronger the positive feelings, and the greater the
congruency between the consumer and brand image, the greater the likelihood of the brand
being perceived as possessing high status elements. The suspicion that status‐laden brands
would be chosen for status consumption and conspicuous consumption was also confirmed.
These findings broaden our understanding of status‐conscious consumers and their behaviour
towards brands.
Title: Does source matter? Examining source effects in online product reviews
Authors: overlay panelXueDouJustin A.WaldenSeoyeonLee Ji YoungLee
Date of publication: 21 April 2012
Abstract: Drawing on the literature about online source classification, source credibility, and
attribution theory, this study examines how the source of a product review influences people’s
product judgments. Results from a between-subjects experiment suggest that the perceived
source of a message (the visible source) impacts how people evaluate actual reviewer (the
original source) and product. Reviews made by regular Internet users (visible sources) lead to
greater trust in the actual reviewer (the original source), compared to product reviews from
product makers. Results further indicate that visible sources play a crucial role in helping people
judge the credibility of online reviews. Particularly, the identity of a visible source is used to
consider the intention of original source of the message, which in turn determines message
persuasiveness. The authors conclude that evaluating the intentions of online reviewers is a
critical antecedent to forming opinions about online reviews and products.
Title: INFLUENCE OF ADVERTISING ON CONSUMER BUYING BEHAVIOUR: CASE STUDY OF
FOREVER LIVING COSMETICS PRODUCTS
Authors: Getrude Phillip Mwakasege
Date of publication: November 2015
Abstract: This study aimed to establish the influence of advertising on consumer buying
behaviour by focusing on Forever Living cosmetics products. Specifically, the study aimed to
identify media of advertising used to advertise Forever Living Products determine ways in which
advertisement influence purchasing behaviour and establish how different advertisements
influence consumer’s behaviour The study was conducted in Kinondoni district in Dar es
Salaam. Both, primary and secondary data collection methods were used to collect data.
Primary data were collected with the use of questionnaires and interview guides, as well as
personal observation. Secondary data collection involved the perusal of various documents. The
study used case study research design and comprised a sample of 100 respondents. From the
findings of the study, the researcher concludes that advertising plays a very significant role in
influencing consumers buying behaviour by providing attracting their attention, arousing their
interest, creating desire to purchase the products. Forever Living uses event, word of mouth,
magazine, Facebook, DVD, trade fair, T Shirt and Website advertising. Advertisements used by
Forever Living to promote cosmetics products influences consumer buying behaviour by
providing them with information about product benefits, price, quality, ingredients (materials
of which the product is made of), quality, product quantity, product testimonial, product
packaging, product name and product colour. The advertisements create awareness of the
products and attracts more buyers. The researcher recommends that the company should
create advertisements in Kiswahili language, create advertisements that reflect the local
situation and ensure that advertisements should convey direct information about the product
rather than to showing glamour and exaggeration. Also, advertisements should offer more
information about the benefits of the product.
Title: THE IMPRESSIONS OF CONSUMERS TO SELECT TELEVISION ADVERTISEMENTS
Authors: Cvcitc Rppo
Date of Publication: 2014
Abstract: Consumers are the best evaluators of any product as they represent the societal force
that drives human beings as they involve themselvesin the exchange process. They need to be
satisfied on the demandsof a quality product with equal requirements for price, place, pro-
motions and public relations. Impressions on the relative impact ofleading shampoo products
were discerned using select televisionadvertisements. These include their recall to the
headlines of ad-vertisements, concept of appeal, illustrations, appeals to audience,and sales
points. The study made used of both the descriptive andquantitative methods of analyzing
data. Responses from compre-hensive interviews on the major bases of the quantitative
dataserved as the bases in determining the lagged effect of advertisingon consumer purchase
behavior. It is hoped that producers ofbranded shampoos, sellers and consumers will benefit
from this study.

Title: A New Domain for Advertising: A Content Analysis of Website Names

Authors: Publishing India Group, Susan Myers, Susan Myers
Date of Publication: April 2013
Abstract: Although a popular and efecient communication medium, the Internet is no longer a
novel concept to advertisers or consumers.This research uses a content analysis to conrm that
the use of domain names is widespread and to establish that some companiesare investing
time and creativity in naming domains. This research employed a content analysis of 1,023 print
ads in 15 differentmagazines. A grounded theory approach was used iteratively to identify 10
underlying themes for website naming. The researchuncovered themes that offered functional
value to consumers by including information that points them to more specic materialalong
with categories that use a more novel approach to naming websites utilizing current campaigns,
promotions, or makingclever links to the brand. The themes are discussed in detail along with
overall implications for marketing creativity

Title: Advertising Effects in Presidential Elections

Authors: Brett R. Gordon, Wesley R. Hartmann
Date of Publication: 30 Nov 2012
Abstract: Presidential elections provide both an important context in which to study advertising
and a setting that mitigates the challenges of dynamics and endogeneity. We use the 2000 and
2004 general elections to analyze the effect of market-level advertising on county-level vote
shares. The results indicate significant positive effects of advertising exposures. Both
instrumental variables and fixed effects alter the ad coefficient. Advertising elasticities are
smaller than are typical for branded goods yet significant enough to shift election outcomes.
For example, if advertising were set to zero and all other factors held constant, three states'
electoral votes would have changed parties in 2000. Given the narrow margin of victory in
2000, this shift would have resulted in a different president.

Title: How local advertisers choose and use advertising media

Authors: Glen J. Nowak, Glen T. Cameron and Dean M. Krugman
Date of Publication: November-December 1993
Abstract: The media perceptions, use and decision making processes of nonnational advertisers
were examined. The study explored the local advertisers' past and present media use, reasons
for using and abandoning advertising media, evaluation of the effects of certain factors on
media selection decision, and advertising budget and media evaluation practices. Additionally,
the study investigated the influence of the type of business and the size of the ad budget on the
advertisers' media use and decision making. Results showed that majority (77%) of the local
advertisers used daily newspapers, although the yellow pages/phone directories, radio, weekly
newspapers were also popular among them. The most commonly cited reasons for using a
particulr medium included its targeting capability and ability to reach large audience or
geographically dispersed viewers. The most important factor for selecting a medium turned out
to be audience reach rather than media cost.

Title: Children's Understanding of TV Advertising: Effects of Age, Gender, and Parental Influence
Authors: Tammo H. A. Bijmolt, Wilma Claassen & Britta Brus
Date of Publication: 1998
Abstract: Parents, consumer organizations, and policy makers are generally concerned about
effects of TV advertising directed towards children. These effects might be mediated by
children's understanding of TV advertising, that is their ability to distinguish between TV
programmes and commercials and their comprehension of advertising intent. In this paper, we
investigate children's understanding of TV advertising, using verbal and non-verbal
measurements. The sample consists of 153 Dutch children, ranging from 5 to 8 years old, and
their parents. The results based on non-verbal measures suggest that most children are able to
distinguish commercials from programmes and that they have some insight into advertising
intent. The results based on verbal measures are not as conclusive; the percentage of children
who show understanding of TV advertising is then substantially lower. Effects of age, gender,
and parental influence are assessed using MURALS, a regression analysis technique for
categorical and continuous variables, and CHAID, a technique for identifying homogeneous
segments on the basis of the relationship between categorical dependent and explanatory
variables. The age of a child turns out to have a positive effect. The effects of gender and
parent- child interaction are rather small, both for verbal and for non-verbal measures of
understanding of TV advertising. A high level of parental control of TV viewing may result in
lower understanding of TV advertising. Implications for consumer policy and directions for
future research are discussed.

Title: Effects of TV Advertising on Chinese Consumers: Local versus Foreign-Sourced

Commercials
Authors: Susan H.C. Tai &Jae H. Pae
Date of Publication: 01 Feb 2010
Abstract: The emerging Chinese markets of Asia are increasingly affluent, and success in these
countries is a priority for multinationals. Yet the global advertising literature focuses on
standardisation and customisation from a strategy perspective, without much consideration of
consumers' perceptions toward advertising. This study aims to investigate consumer
perceptions of customised and standardised TV advertisements in the China market. Results
indicate a significant difference between attitudes toward localised and foreign-sourced
commercials for the same brand. Chinese consumers generally prefer foreign-sourced,
standardised commercials to their localised counterparts. Furthermore, standardised
commercials are more likely to gain acceptance in the case of durable products. The
moderating roles of brand familiarity and execution style on the advertising standardisation
have also been observed. Consumers exhibit more favourable attitudes toward foreign-sourced,
standardised commercials than their localised counterparts in situations that involve greater
brand familiarity, and when the execution style is transformational. Therefore, well-known
brands with transformational appeal are more likely to succeed in China.

Title: Advertising for All by the Year 2000: Public Health Implications for Less Developed
Countries
Authors: Lawrence Wallack & Kathryn Montgomery
Date of Publication: 1992
Abstract: This paper argues that the development of global advertising has significant
implications for the public health of less developed countries. These implications can be seen in
three areas. First, it is clear that advertising and marketing of lethal or health-compromising
products like alcohol and tobacco not only can increase the level of death and disease, but can
also produce serious indirect effects upon families, communities, and entire societies. Second,
advertising promotes a consumption ethic which can have far-reaching effects that go beyond
individual behavior, significantly altering social relationships, and influencing public policies and
allocation of scarce resources. Third, advertising can restrict the public's knowledge about
health issues by substituting distorted and manipulative sales messages for vital, accurate
health information. In addition, revenues from advertising are a primary support for many mass
media systems and this further limits the presentation of critical information.

Title: The Information Content of Advertising: A Meta-

Authors: Avery M. Abernethy &George R. Franke
Date of Publication: 31 May 2013
Abstract: The amount of information contained in advertising is an important issue to scholars,
critics, and users of advertising. Almost 60 studies have used a procedure introduced in 1977 by
Resnik and Stern to measure the information content of advertising. The results, reported in a
wide variety of outlets, are conflicting. Metaanalysis of that literature helps to (1) develop
norms for information levels and research procedures, (2) reveal systematic sources of variation
in reported information levels across studies, and (3) identify areas that have been examined in
depth and call attention to other areas that warrant further research. Because study findings
are found to depend on several method factors, controlling for the effects of those factors
through the meta-analysis procedure helps to clarify how media type, country economic
development, and product durability influence measured information levels.

Title: A Study On The Influences of Advertisement On Consumer Buying Behavior

Author(s): Tashrifa Haider & Shadman Shakib, Masters
Date of Publication: 2017

ABSTRACT

Previous studies have been conducted on effectiveness of advertisement and on

advertisement’s impact on consumer buying behaviour which depicted positive relationships.
However, in this paper we have introduced a combination of different variables and attempted
to examine their influence on consumer behaviour. This paper aims to determine which of
these variables carries the most importance in terms of effecting consumer behaviour and
which of these variables carries less significant impact. This will help marketers to focus on the
right factors and achieve maximum benefit from their advertisement.

We believe that the study will offer useful insights for both advertising scholars and executives
to understand the ins and outs of advertising and to assist marketers in introducing better
approaches to advertising.

Title: Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand

Image, and Celebrity endorsement
Author(s): Shumaila Ahmed and Ayesha Ashfaq
Date of Publication: 2013
ABSTRACT
The present research paper is focusing on the impact of advertising on consumer’s buying
behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the
key factors, which raise the consumers’ intentions towards the product and buying behaviors.
The buying behavior is strongly influenced by image of the product which is built by the
advertisers. The primary data of the study is collected through questionnaires and secondary
data was collected through internet, journals and business magazines. This survey study was
conducted in January, 2013. A sample of 120 respondents was taken, out of which 50 were in
government or semi-government services, while 30 were taken from business class and the rest
40 were private employees. The study explores that a creative and well executed advertisement
has always a great impact on the buying trends
or purchasing behaviors of the consumers. At the same time quality of the product and price ar
e also included with their strong impact on buying behavior of consumer. Likewise to some
extent the celebrity endorsement also matters in the buying behavior. Therefore the study
concludes that the positive impact of all these factors, on the buying behavior of the consumer
proves the loyalty of consumer towards brand which helps in promotion of the advertised
product and changes the buying behavior towards buying intentions.

Title: The Role of Advertising in Consumer Decision Making

Author(s): Dr. D.Prasanna Kumar & K. Venkateswara Raju
Date of Publication: 2013
ABSTRACT
Advertising is a form of communication intended to convince an audience (viewers, readers or
listeners) to purchase or take some action upon products, information or services etc. The
purchase process is a decision – making process under risk. This paper investigates the
relationship between independent variables which are emotional response with attitudinal and
behavioral aspect of consumer buying behavior, by tapping the responses of 110 respondents.
The basic objective of this research is to assess the influence of advertising through attitudinal
buying behavior of consumer (male & female) and analyze the influence of Advertising between
male and female. Key Words: Advertising, Consumer behavior, Consumer buying behavior
Title:Effects of Consumer Buying Behaviour Durable Sellers
Author(s): Ajit Sharad Deshpande & Dr.Taruna Saxena
Date of Publication: 2017
Abstract
Manufacturers of consumer durables do tend to sell their consumer products with an eye
toward long term use by the buyer. At the same time, many of these manufacturers normally
provide documentation that defines what is considered reasonable use of the goods. This
serves to set the standard for how long a consumer can reasonably expect the items to
function, provided that the durables are not abused or utilized in an inappropriate manner.
Consumer durables involve any type of products purchased by consumers that are
manufactured for long-term use. As opposed to many goods that are intended for consumption
in the short term, consumer durables are intended to endure regular usage for several years or
longer before replacement of the consumer product is required. The same consumer behaves
differently for consumer durable and consumer durables.
Key words: long term use, consumption, consumer durables, replacement

LOCAL
Title: MENTHOL FLAVORED AND FLAVOR CAPSULE CIGARETTES: A MIXED METHODS STUDY
EXAMINING PACKAGING AND CONSUMER PERCEPTIONS IN THE PHILIPPINES
Authors: Brown, Jennifer Lynette
Date of publication: 2020-04-13
Abstract: The Philippines has one of the world’s largest menthol cigarette market shares and
the market for flavor capsule cigarettes, most offered in menthol flavor, is growing. Menthol
flavored cigarettes mask the harshness of smoking and are associated with smoking initiation
and decreased likelihood of quitting smoking and staying quit. Methods This research utilized a
mixed methods multiphase design consisting of three strands to examine marketing and
consumer perceptions of flavored cigarettes among young adults in the Philippines. In the first
strand, a quantitative content analysis of cigarette packs purchased in the Philippines was used
to describe the similarities and differences between structural and graphic elements of
packaging across packs grouped by flavor and flavor capsule inclusion. In the second strand,
focus group discussions were conducted with young adults in Manila to explore their
interpretations of cigarette flavor related descriptors and imagery on cigarette packaging and
explore perceptions of product harm and appeal. In the third strand, an experimental survey
was conducted to assess young adult consumer perceptions of menthol and flavor capsule
cigarettes in terms of relative harm, appeal, and intention to try. Results This dissertation
demonstrates how cigarettes, grouped by flavor and capsule inclusion, are marketed differently
via packaging in the Philippines. Young adult Filipino consumers interpret variations of the
descriptors, “ice” and “fresh”, on packaging as indicative of a cool sensation and menthol flavor.
Capsule imagery on packaging is commonly understood to communicate the ability to change
the flavor of the cigarette. Young adult Filipino consumers distinguish between blue menthol
and green menthol, perceiving the former as less harmful and the latter as more. Flavored
cigarettes are appealing to young adult Filipinos. Concept flavors, such as “purple breeze” are
particularly appealing. More young adult Filipino consumers report an intention to try flavored
capsule cigarettes than non-flavored and non-capsule cigarettes. Discussion This dissertation
provides evidence regarding the marketing and consumer perceptions of flavored and flavor
capsule cigarettes in a lower middle income country context. Results can inform tobacco
control regulations in the Philippines and other jurisdictions considering packaging and labeling
regulations and provisions that limit flavors in tobacco.

Title: “Decide Now, Buy Marlboro”: Examining the influence and appeal of Marlboro’s new
brand architecture among Filipino adolescents
Author: Marela Kay R. Minosa
Date of publication: 02 Oct 2018
Abstract: In recent years, Philip Morris International (PMI) launched a global rebranding
strategy to expand the reach of Marlboro. Using a mixed-methods design, this study evaluated
the appeal and influence of Marlboro advertising among Filipino youth. Six hundred and
twenty-three adolescents aged 13–17 years old in Metro Manila participated in a survey,
including three advertising conditions: two for Marlboro and one for Mighty, a local cigarette
brand. One-way repeated measures analysis of variance (ANOVA) and paired t-tests evaluated
differences between the three conditions on participants’ attitudes toward advertisements
[measured as identification, likeability, and perceived effectiveness (PE)]. Compared to Mighty,
never-smokers rated Marlboro advertisements as more identifiable and likeable. Comparing by
smoking status (never vs. ever), multivariable logistic regression assessed the influence of these
attitudes on intention to smoke. Increased likeability was associated with greater intention to
smoke among never-smokers, and greater PE increased odds of intention to smoke for both
never- and ever-smokers. Additionally, six focus group discussions (FGD) explored responses to
campaign messaging. Themes were compared within and across groups. Marlboro was also
appealing to FGD participants, who described the ads as attractive to youth and promoting
“adventure” and “freedom”, whereas the Mighty brand was seen as being for adults and
current smokers. Our findings illustrate that Marlboro advertisements are distinctly appealing
to youth. Marlboro rhetoric – where consumers are urged to “decide” to “Be Marlboro” – was
particularly powerful. These findings support the need for addressing gaps in policies regulating
the marketing and promotion of tobacco in the Philippines.

Title: An evaluation of the effects of the tax on refined petroleum products in the Philippines
Authors: Noel D.Uri RoyBoyd
Date of publication: 5 March 2002
Abstract: Abstract
This paper uses an aggregate modelling approach to assess the effect of taxes on refined
petroleum products in the Philippine economy. The approach used in the analysis consists of a
general equilibrium model comprising 14 producing sectors, 14 consuming sectors, 3 household
categories classified by income and a government. The effects of removing the 48% tax on
premium and regular gasoline and the 24% tax on other refined petroleum products on prices
and quantities are examined. The results are revealing. For example, the consequences of a
complete elimination of refined petroleum product taxes would be an increase in output by all
producing sectors of about 3.7% or about 2.65 hundred billion Philippine pesos, a rise in the
consumption of goods and services by about 13.6% or 4.2 hundred billion Philippine pesos, a
rise in total utility by 14.3% or 4.5 hundred billion Philippine pesos and lower tax revenue for
the government of 62.4% or 2.8 hundred billion Philippine pesos. When subjected to a
sensitivity analysis, the results are reasonably robust with regard to the assumption of the
values of the substitution elasticities. That is, while the modelś equilibrium values do vary in
response to different assumptions of the values of these elasticities, the fluctuations are not so
enormous to suggest that the model is unrealistically sensitive to these parameters.

Title: Effect of Advertising Expenditure on Firm Performance of Filipino Corporations: A Two-

Stage Least Squares Analysis

Authors: Ringgold P. Atienza Safa D. Manala-O

Date of publication: Jan-1-2020
Abstract: Advertising is commonly thought to lead to improved firm performance, but literature
has been divided on the effect of advertising on revenue and profitability so far. Some studies
confirm a link between these three variables, but others do not. Studies that negate a
relationship between advertising expenditure and firm performance are of interest, particularly
because
advertising can be very expensive for a company. Thus, this study sought to examine the
relationship between advertising expenditure, revenue, and net profit of 57 corporations listed
in the Philippine Stock Exchange (PSE) for 10 years, from 2008 to 2017. Using 2SLS regression
analysis on panel data, it was found that advertising positively and significantly affects firm
performance through revenue but not net profit. The results imply that companies may use
advertising as a powerful tool to boost sales and market share; however, it does not guarantee
profitability. Other cost management strategies are
needed to ensure that high revenue resulting from strong advertising activity translates to high
profitability. Nevertheless, a strong association between advertising expenditure and revenue
indicates that management must prioritize setting an annual advertising budget.

Title: Gender Representation in Philippine Television Advertisements

Authors: Michael Prieler & Dave Centeno
Date of Publication: 2013
Abstract: This study analyzed 254 unduplicated primetime Philippine television advertisements
from 2010 for differences in gender representation. Two coders independently coded the entire
sample and achieved an intercoder reliability of greater than .700 for each reported variable.
The findings are based on chi-square analyses and indicate a high prevalence of gender
differences and stereotypes in Philippine television advertisements. For example, more males
were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home
(45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females
were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered
voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with
gender. The only exception to these traditional, stereotypical gender portrayals was the
predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %).
Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is
considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing
Philippine television advertisements, this study intends to close a gap in the still under-
researched area of gender representation in developing countries, which could provide a more
complete picture of this topic from an international perspective. The similarities and differences
between this research and previous studies on this topic in developing and developed countries
are examined. The possible effects of such representation on audiences are discussed based on
social cognitive theory and cultivation theory.

Title: A New Domain for Advertising: A Content Analysis of Website Names

Authors: Susan Myers
Date of Publication: April 2013
Abstract: Although a popular and efecient communication medium, the Internet is no longer a
novel concept to advertisers or consumers.This research uses a content analysis to conrm that
the use of domain names is widespread and to establish that some companiesare investing
time and creativity in naming domains. This research employed a content analysis of 1,023 print
ads in 15 differentmagazines. A grounded theory approach was used iteratively to identify 10
underlying themes for website naming. The researchuncovered themes that offered functional
value to consumers by including information that points them to more specic materialalong
with categories that use a more novel approach to naming websites utilizing current campaigns,
promotions, or makingclever links to the brand. The themes are discussed in detail along with
overall implications for marketing creativity

Title: Advertising Effects in Presidential Elections

Authors: Brett R. Gordon, Wesley R. Hartmann
Date of Publication: 30 Nov 2012
Abstract: Presidential elections provide both an important context in which to study advertising
and a setting that mitigates the challenges of dynamics and endogeneity. We use the 2000 and
2004 general elections to analyze the effect of market-level advertising on county-level vote
shares. The results indicate significant positive effects of advertising exposures. Both
instrumental variables and fixed effects alter the ad coefficient. Advertising elasticities are
smaller than are typical for branded goods yet significant enough to shift election outcomes.
For example, if advertising were set to zero and all other factors held constant, three states'
electoral votes would have changed parties in 2000. Given the narrow margin of victory in
2000, this shift would have resulted in a different president.

Title: Country-of-Origin Effects on Sellers’ Price Premiums in Competitive Philippine Markets

Authors: John Hulland, Honorio S. Todiño, Jr., Donald J. Lecraw
Date of Publication: March 1, 1996
Abstract: Data collected from highly competitive markets in the Philippines were used to
investigate how country-of-origin (CO) information influenced the prices set for a wide range of
products. The data permitted direct comparisons between prices for the same product
produced by the same company, but in different countries, and sold in adjacent markets.
Imported products produced in more industrialized countries were found to command price
premiums over the same product, produced by the same company in less industrialized
countries. However, imports from all countries commanded significant price premiums over
domestically produced products. Consistent with previous research, branding was found to
moderate the effect of CO information on price. Finally, CO information had a stronger impact
on price when product risk was high than when it was low.

Title: “Consumer Behavior Among Filipinos: A Quantitative Study About Vanity, Materialism,
and Gender Differences”
Author(s): Japson, Frank Anthony, Stephanie Rose Te, and Amiel Joshua Velecina
Date of Publication: 2017
Abstract
With the change brought by innovation and economic progress to the world, people around the
globe have shifted their spending behaviors from functional to materialistic and aesthetic
purposes. Driven by this behavior, vanity became an area of study for numerous researchers,
made popular as a predictor of a person’s materialism (Chang et al., 2011). Choosing vanity
goods over spending for functionalism can be seen as problematic given the economic status of
the majority of Filipinos. The lack of information about the consumer behavior of Filipinos,
specifically about the matters of vanity and materialism, influenced the realization of the paper.
200 Filipino individuals were surveyed for this study which was mainly intended to find answers
to following the hypotheses: 1) Consumer vanity is positively related to anxiety. 2) Consumer
vanity and materialism are positively related. 3) Anxiety is positively related to materialism, 4)
The relationship between consumer vanity and materialism is mediated by anxiety, and 5)
There is no difference in consumer vanity and materialism between Filipino males and females.
Substantially, the results were found to be coherent with the hypotheses, showing evidence of
a significant relationship of vanity and anxiety with materialism independently, and showing no
significant differences among the genders with regards to materialism and vanity. However, the
data failed to show evidence that supports anxiety as a mediator between vanity and
materialism. The study intends to add on to the existing consumer behavior research,
specifically to aid in advertising that targets the Filipino demographic, by providing significant
information on Filipino consumer behavior and to take advantage of the rising metro sexuality
in the Philippines.
Keywords: Consumer Behavior, Philippines, Vanity, Anxiety, Gender, Metrosexual

Title: AUGMENTED REALITY SCAN CODE AS A TOOL IN CONSUMER AWARENESS AS

ADVERTISING MEDIUM
Author(s): Kristina C. Miranda and Ernesto D. Dimaculangan
Date of Publication: 2014
ABSTRACT
Mobile Augmented Reality (AR) browser, one of the emerging technologies of today used for
advertisement. AR browser is a tool for Smartphones revealing hidden files like image, music,
games or videos on print ads by scanning the specialized code built for this application.
Although augmented reality is not that new, the concept of multi-media browser in the real
world has already made decades ago. The recent progress of this technology with the Internet
rises, to wireless and cellular network infrastructure around, it delivers now an easy way to
access and use an AR browser on a mobile device, indoors and outdoors. The knowledge about
this technology is spreading rapidly in Japan and US, but the usage and knowledge of
augmented reality browsers in the Philippines has not yet been thoroughly analyzed. The study
focuses on determining the consumer level of awareness regarding augmented reality browsers
as an advertising tool throughout Metro Manila. Furthermore, using a non-probability sampling
technique for gathering data through an online survey. The selected participants are College
graduates who can be seen as tech-savvy people and owns a Smartphone. The percentage and
frequency were utilized to show the demographic profile of the respondents in terms of age,
gender, monthly income and the brand of their phone. Also their awareness to augmented
reality browsers was explored and identifying which existing AR application in the country
they’ve already used. The findings show the majority of the respondent’s claims even though
they’ve seen these codes, most of them prefers to only view it but no intention on buying the
item. In order to improve AR browsers as an advertising medium, from all the data gathered
from the interviews and literatures, proposed to incorporate this tool into something more
meaningful and useful to gain consumers' interest.

Title: AWARENESS, RECALL AND ATTITUDES OF PIZZA HUT CONSUMERS TOWARD DIGITAL
ADVERTISING
Author(s): Kristina C. Miranda and Ernesto D. Dimaculangan
Date of publication: 2014
ABSTRACT
Digital advertising brought impact on the daily lives of the consumers and transformed the way
companies do their business. Pizza Hut is one of the companies that target the demand of the
Digital World. The brand aims to build loyalty, engagement and relationship with their
consumers, increase sales through online ordering and to know if there is a need for the brand
to expand their digital advertising promotions by determining the consumers’ awareness, recall
and attitudes towards digital advertising. This study examined consumer response using a
sampling method. A self-completion online survey questionnaire was adopted from Google
Drive, one of the top online survey portals. The sample includes 300 randomly selected online
consumers based in Metro Manila. The online survey questionnaire contained 43 questions
divided to 3 categories namely internet usage and behavior, awareness, recall and attitudes and
user demographics. The questions were revised and arranged properly to align with the
statement of the problem. The researcher also conducted an interview with a digital marketing
manager, web content writer and digital campaigns assistant. Other data are from scholarly
journals, literary books, internet resources and database. The initial results revealed that all of
the online consumers are aware and ordered at Pizza Hut, hence more than half of the
respondents are not aware of Pizza Hut’s Facebook and twitter page and email registration but
free pizza and prizes such as gadgets and travel and tours are the things that can trigger them
to hit like, join a contest or to register. On the other hand, majorities are aware and visited the
website but do not prefer ordering online because of the convenience of calling the hotline.
Most of the respondents agreed that the Pizza Huts website is credible, informative, attractive,
clear and easy to use. All the data gathered from the interviews suggested that to make online
consumers to be aware of the online advertising campaigns is to have cooperation between the
different marketing channels. Online and offline advertising should work and complement each
other.
Title: BRAND EQUITY AND PRICE COMPETITIVENESS AS DETERMINANTS OF THE CUSTOMER
SATISFACTION IN YELLOW PAGES ADVERTISING
Author(s): Ryan P. Hontiveros and Ernesto D. Dimaculangan
Date of Publication: 2014
ABSTRACT
The emergence of online marketing has created a different landscape in today’s business
environments. The directional media such as the Yellow Pages has taken bold steps in adapting
to these changes to link buyers and sellers together with brand equity and price
competitiveness as leveraging factors. Being a new market channel for the Yellow Pages, it is
important that this is empirically investigated to ensure that the growing demands and user
expectations are strategically addressed to satisfy its users. Premised on this context, this study
aims to determine whether brand equity and price competitiveness serve as determinants of
customer satisfaction. Two hundred (200) respondents of Yellow Pages users covering 15 cities
of Metro Manila participated in the study. Using the descriptive predictive method, the results
yielded relationships between and among the variables as indicated by their coefficients and
significance levels at .05. Determinants also of customer satisfaction were also uncovered using
multiple regression analysis. The study offered programs to improve customer anchored on the
findings of the study.
Title: The relationship of advertising and culture in the Philippines

Author: Floredino T Marquez

Date of Publication: 1975
ABSTRACT
Study of print media jinds advertisements reflect Western rather than indigenous culture. b The
ttaditional communication model prescribes that both the sender and re-ceiver of a message
must have a common fidd of experience in order to commu-nicate with each other
efftdively.'The model does not specify what this field of experience is or should be, however, it
is safe to assume that people from the same culture communicate with one another more
suaxssfully than people from different cuitures.
The application of the communication model to advertising is axiomatic. As sender of the
message, the advertiser can communicate better with the con-sumer if both of them have a
common field of experience such as a common culture. A typical example is the case of the
advertiser who plans to advertise a product that promises to make women more feminine. If he
and his target audience belong to the same culture, he could simply encode-and the latter
decode-the advertising message in the context of the concept of femininity in their culture.

Title: The discourse of print advertising in the Philippines: generic structures and linguistic
features

Author: Danilo Dayag

Date of Publication: 2008
ABSTRACT
Philippine Database, the corpus consists of seventy-four ads for consumer nondurables such as
medicines, vitamins and food supplements, and cosmetic/beauty/personal hygiene products.
The study found that the ads demonstrated preference for certain generic structures and
linguistic features, making them ‘reason’(rather than ‘tickle’) ads which may be described as
direct. The paper argues that the directness of these ads contributes to making them covert
communication.

Title: McDonald’s vs. Jollibee: Love in Advertising

Author: Raymond Allan G Vergara

Date of Publication: 2020

ABSTRACT
This study explores how McDonald’s, a global brand, and Jollibee, a homegrown Filipino brand,
engages Filipino consumers in its brand communications. Using an exploratory case study
approach, it juxtaposes how these two brands interpret the universal concept of love in its
advertising messaging to suit the Filipino sentiment. In doing so, it affirms the four underlying
motivations of consumers’ willingness to identify with brands: self-verification, identity
signaling, prestige, and nostalgia.