BRAND AWARENESS: ITS INFLUENCE ON

CONSUMERS’ DECISION-MAKING AS
PERCEIVED BY SENIOR HIGH SCHOOL
LEARNERS IN CRONASIA FOUNDATION
COLLEGE INC.
LEADER: Cybelle Ruth Panes
MEMBERS:
Zj Pungyan
John Fritz Calma
Rusty Cloyd Candolada
CHAPTE
Rl
      STATEMENT OF THE PROBLEM
This study is to examine the Effects of Brand Awareness on Consumer’s buying
decision-making of the students of Cronasia Foundation College Inc. Specifically,
this seeks answer the following questions;
1) What is the extent of Brand Awareness of consumers as perceived by Senior High school learners in terms
of;

        1.1 Brand Credibility

2)  What is the level of consumer’s decision-making as perceived by the students in terms of; 
         2.1  Quality;
         2.2 Brand Name and;
         2.3 Price?

 3)  Is there a significant relationship between the extent of brand awareness and by the level of consumer
decision-making as perceived by the students?
 SCOPE AND DELIMINATIONS
This study focuses on how brand awareness affects the decision-making
process of senior high school students, as perceived by them. The study
will involve 100 senior high school students,  with an equal number from
TVL and Academic strands who are enrolled in Cronasia Foundation
College Inc. The study will be conducted between March 2023 and
August 2023, and the participants will be selected using a random
sampling method.
 SIGNIFICANCE OF THE STUDY
The findings of this investigation could be beneficial to various parties. The research
has the potential to provide valuable insights and knowledge. Additionally, the
study could serve as a basis for future research in the field, contributing to the
growth of knowledge in this area. 

To the Students- This study is significant to To the Parents- This study is significant
senior high school students as it can help to parents as it can help them guide
them become more aware of how brand their children in making sound
awareness affects their decision-making purchasing decisions. Parents can use
when it comes to purchasing products or the findings of this study to educate
availing services. By understanding the their children on the importance of
impact of brand awareness, students can being critical consumers and to
make more informed choices and avoid encourage them to make informed
being swayed by marketing tactics that may choices that align with their values
not necessarily align with their needs and and needs.
preferences.
To the Marketers-This study is significant to To the Researchers-This study is significant
marketers as it can provide insights on how to to researchers as it can contribute to the
effectively reach and influence senior high existing literature on consumer behavior and
school consumers. By understanding the factors decision-making. By exploring the specific
that influence the decision-making process of context of senior high school learners, this
this demographic, marketers can create more study can provide insights into the unique
targeted and relevant marketing campaigns that factors that influence their decision-making
resonate with the needs and preferences of senior process, which can inform future research in
high school learners. this area.

To the Future Researchers-This study is significant to future researchers as it can serve as a foundation for
further exploration of the influence of brand awareness on consumer behavior in different contexts. The
findings of this study can also provide a starting point for researchers who want to examine the
effectiveness of different marketing strategies and tactics on senior high school learners.
CHAPTER II
 THEORETICAL FRAMEWORK
The Information Processing Theory proposes that consumers engage in a cognitive process that involves
attention, perception, comprehension, and memory when processing information. In this process,
consumers actively seek out and interpret information from their environment, and the level of brand
awareness they have can affect how they perceive and process brand-related information.

In the context of brand awareness, this theory suggests that consumers with high brand awareness are more
likely to pay attention to and process brand-related information in a positive way, leading to more favorable
perceptions of the brand and a higher likelihood of making a purchase. On the other hand, consumers with
low brand awareness may have a more difficult time processing and interpreting brand-related information,
which can lead to lower levels of brand preference and a decreased likelihood of making a purchase.

Therefore, the Information Processing Theory can be a useful framework for understanding how brand
awareness influences consumers’ decision-making as perceived, by explaining how consumers process and
interpret brand-related information in their decision-making process.
 CONCEPTUAL FRAMEWORK
This conceptual framework of the study shows the relationship between the independent
and dependent variables in this research.

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Consumers
The Influence
Decision
of Brand
Making
Awareness
 
CHAPTER III
 METHODOLOGY
This chapter presents the research design, research instrument, the respondents, research
locale, data gathering procedure to be used of this study.

Research Design
The researchers use quantitative method research using correlative design in
gathering the desirable information. This study focuses on the influence of brand
awareness on the consumer's decision-making as perceived by the senior high
school learners of Cronasia Foundation College, Inc.
 RESPONDENTS OF THE STUDY
The respondents of this study are exclusively 100 learners of
Cronasia Foundation College, Inc. 
They were selected through a Simple Random Sampling method
Research Locale 
The research will be conducted at Cronasia Foundation College,
Inc. General Santos City provides TVET courses in Technical
Education and Skills Development Authority (TESDA). Eight
years later, the school began offering undergraduate degrees
as recognized by the Commission on Higher Education
(CHED).
 RESEARCH INSTRUMENT
The researchers utilized face-to-face survey questionnaires as a means to gather data, with
printed questionnaires serving as the survey material. The study’s instruments were divided
into two parts.

The first part of the questionnaire was adapted from Navarro, E.M., Santos, M.A., &
Talavera, L.G’s 2019 research on “The Extent of Brand Awareness of Senior High School
Learners in Navarro.”

The second part of the questionnaire was adapted from Bulle, F.’s 2020 research on
consumer decision-making as perceived by students. The researcher used the five-point
Likert scale which described as;
RESEARCH INSTRUMENT
Scale Level Description

4.50 – 5.00 5 Very High

3.50 – 4.49 4 High 

2.50 – 3.49 3 Moderately High

1.50 – 2.49 2 Low

1.00 – 1.49 2 Very Low

First, the researchers shall ask for permission from the Research Directress to conduct a survey. Second,
upon approval, the Researchers send a letter to the Department Head asking permission to conduct a
survey. 

Third, the Researcher Disseminate the adopted questionnaire through printed questionnaires. 

The distribution of survey questionnaires will be given to the respondents providing printed
questionnaires during their vacant time to avoid interruption in their classes. 

After they finished answering, the researchers gather, analyze, tallied the data and applied the appropriate
statistical treatment.
 THANK YOU!
May our life be a pleasing AROMA of greatness..