Preferred Types of Marketing Strategies and Types of Senior High School Consumers in Central Colleges of The Philippines
Preferred Types of Marketing Strategies and Types of Senior High School Consumers in Central Colleges of The Philippines
Preferred Types of Marketing Strategies and Types of Senior High School Consumers in Central Colleges of The Philippines
A Research Paper
Presented to the
Faculty of Senior High School
Central Colleges of the Philippines
In partial fulfillment of
the requirements in RS12:
Practical Research 2
TABLE OF CONTENTS
ABSTRACT ………………………………………… 5
ACKNOWLEDGEMENTS ………………………………………… 6
CHAPTER
I INTRODUCTION ………………………………………… 7
Background of the Study …………………………………………
Statement of the Problem …………………………………………
Hypothesis …………………………………………
Significance of the Study …………………………………………
Scope and Delimitations …………………………………………
Definition of Terms …………………………………………
IV PRESENTATION, …………………………………………
ANALYSIS, AND
INTERPRETATION OF DATA
AND RECOMMENDATIONS
Summary of Findings …………………………………………
Conclusion/s …………………………………………
Recommendations …………………………………………
REFERENCES …………………………………………
APPENDICES
Appendix A: Research Matrix …………………………………………
Appendix B: Approval Letter …………………………………………
Appendix C: Letter to Validators …………………………………………
Appendix D: Letter to Respondents …………………………………………
Appendix E: Profile of Respondents …………………………………………
Appendix F: Sample Tool/s and TOS …………………………………………
Appendix G: Score Interpretation …………………………………………
Guide
Appendix H: Data for Reliability …………………………………………
Testing
Appendix I: Raw Data …………………………………………
Appendix J: Curriculum Vitae …………………………………………
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LIST OF TABLES
TABLE
3 Level of …………………………………………
4 Level of …………………………………………
5 Relationship/Difference …………………………………………
LIST OF FIGURES
FIGURE
Abstract
This study aims to describe the relationship between the preferred types of
Colleges of the Philippines during S.Y. 2020-2021. The purpose of this study is to
determine what are the preferred marketing strategies and types of senior high
school consumers and if there is any significant relationship between the two
relation between two variables without interfering at them. The researchers used
Acknowledgements
Ms. Angela Orejola and Mr. Aris V. Magmanlac. Their advice and
The researchers wish to extend their gratitude to all the people who
Thank you!
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Chapter One
Introduction
that the company wants to achieve (Dunlop, 2020). Juanico et.al (2020) stated
who engage in marketing strategy will be able to create a good image and
captivate more customers. Yet, there are numerous criteria that businesses must
are the target customers, pricing, placing and also the quality of goods. Amurao
et.al (2014) also stated that in competing with mall organizations in the
Philippines, the marketing management in the City of Tarlac has focused on the
marketing strategies such as the marketing mix of product, price, place and
promotion. They acknowledge and admit the truth that they would not exist
products and availing services. This is because consumers have dissimilar tastes
change in their marketing game plan. (Bhalerao and Pandey, 2017) Generally,
consumers are those who have been using the business’s products or services
for a while already and have made a commitment to the goods or services of the
products and services without a specific purchasing goal in place. There are also
bargain hunters who seek the best deal and are much less likely to be persuaded
consumers on the other hand, are somewhat alike to impulse shoppers but the
only difference is that they are much less likely to make2 purchases. And the
need-based consumers are those who only purchase products or services driven
by their specific needs. (Team, 2020) According to Beyond the Hedge (2019), a
business needs to learn the effective marketing strategy and they can do this by
understanding the different types of consumers that they may encounter. Loyal
customers are likely to constitute a small part or segment of the consumer base
consumers are those who are always on eye for discounts. Impulsive consumers
are those who don't shop with specific products in mind. And the need-based
Patel (2020) claimed that businesses can develop familiarity and trust through
the unique creation of content that fits to the needs of the target market. This can
make the market become loyal or more loyal to the company and its products. It
repeatedly. Considering the fact that senior high school consumers are dynamic
people, the business changes as their needs change. This explains why
meaning and importance of having a good relationship with their consumer. But
they rarely consider what it takes to make their market’s needs their priority.
relationships also fall apart when the other one (the business) fails to provide and
track the evolving or changing needs of the partner (the consumer). That is the
reason why other companies don’t ponder and focus on understanding their
Therefore, the researchers think that this topic may link the effects of
types of senior high school consumers as a side goal of this research. The
adapted the K-12 curriculum in 2016. In accordance to this, the Central Colleges
of the Philippines offers three strands in the Academic Track which are;
marketing strategies and types of senior high school consumers which are
Business and Management and since all the Senior High School students of
Central Colleges of the Philippines use or consume goods and services from
various businesses.
the senior high students have any effects to the marketing strategies that will be
used by businesses. Senior high school consumers are those who purchase
goods and services. And generally, senior high school consumers’ preferences,
Major Problem. This study aims to describe the relationship between the
2021?
2. What are the types of senior high school consumers of Senior High School
2021?
Hypothesis
2020-2021.
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Senior High School students in Central Colleges of the Philippines. Hence, the
for this will serve as an additional set of informations regarding the relationship
between the preferred types of marketing strategies and the different types of
Senior High School Students. This study will be beneficial for senior
high school students because aside from the information that they can get from
the study, they will be more knowledgeable about how one variable affects the
other. They will understand if their behavior as consumers could affect the
affect their buying behavior. They can also use the information provided by this
because this will serve as their guide and will provide them information that they
can use as a reference for their future research that is connected to the preferred
2021.
students ABM and Grade 12 STEM students who are enrolled at the current
School Year 2020 – 2021 because all Senior High School students of Central
Colleges of the Philippines use or consume goods and services from various
because they do not have the subject, Principles of Marketing yet during their
first semester.
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Definition of Terms
or use goods and services from a business among the Senior Highschool
students of Central Colleges of the Philippines during the school year 2020-2021.
promote and sell a product or service that selected Senior High School students
of Central Colleges of the Philippines prefer during the school year 2020-2021.
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Chapter Two
This chapter contains local and foreign related literature from different
authors and researchers that helped to clarify the topic of this study that was
the thesis topic. This will also present the synthesis of the art, theoretical and
determine and avoid duplication of studies from what has been done and
Marketing Strategies
the main goal and purpose that the business desires to achieve or attain. The
image to their market and captivating the attention of consumers (Juanico et.al,
2020). Moreover, Razak et.al (2014) also stated that a good marketing strategy
marketing means a quality facilities and infrastructures. Azizi (2014) also added
such as, product, promotion, place, price, packaging and after sales service,
stated the effectiveness and the main purpose of marketing strategies which is to
manipulate the variables of the marketing mix that is the place, price, products.
businesses because it served as an aid for them to determine the direction and
goal of their company. Barone (2020) also stated that marketing strategies
should ideally have longer lifespans than individual marketing plans because
they contain value propositions and other key elements of a company's brand,
which generally hold consistent over the long haul. According to Daniel (2018),
profit in a company. Improving the quality of products can increase the number of
buyers. (Aytekin, et.al, 2011) According to Citrus (2020), there are an estimated
74 million Facebook users in the Philippines. For business owners, this means a
new way to connect with customers and an easier way to implement the
should practice using social media such as facebook and others to help them
grow their business and reach their target market. Feliciano (2015) also added
and develop much better marketing strategies. According to Ishaq & Hussain
strategies which include the marketing mix of product, price, promotion, and
place in order for them to deal with competitions. Undercover Marketing is when
the product is delivered or talked about in a very casual way without promotion or
something by telling them it's available for a limited time. Relationship marketing
feel more anxious about missing something important. (Dan, 2018) Relationship
can create new features and offerings to meet those needs, further strengthening
shortage which aims to entice consumers to purchase out of fear that they may
marketing, links a company and its products and services to a social cause or
issue. Businesses require internal knowledge about who they care about and
who they want to help in the world. (Bueno & Jeffrey, 2013)
Consumers
and availing services varied to each other due to the uncommon share of taste
and behaviour hence making businesses critical in thinking for a marketing plan.
Team (2020) also stated that consumers are typecast corresponding to their
that are present in the market. According to Daniel Long (2020) There are
the need for them arises. Personal consumers purchase goods for the purpose of
for organizations, governments or businesses, they often buy in bulk and may
place long-term recurring orders. Impulse buyers are consumers who make
consumers who buy goods and services when they only need them.Discount
driven consumers are the type of consumers who purchase goods and services
primarily for the discounts on offer. Habitual consumers are those who feel
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compelled to use certain brands or types of goods. While Jon D, (2020) also
stated that there are 15 types of consumers. These are: Agreeable consumers
that do not like confrontation, so they often change their beliefs for everyone to
governmental entities. Conscientious consumers are the first ones that often try a
new product and are high achievers. Discount consumers are those who are
Consumers are those who have very unique buying habits. Extroverted
Consumers are those who always tend to buy goods with lower prices because
of their low incomes. Loyal consumers are a small but significant consumer
group because they are loyal either to your product or your store. Luxury Goods
Consumers are those who consider the brand name of the item to be more
important than the price. Need-Based Consumers are customers who buy items
only to fulfill their needs. Neurotic consumers are those who do not trust your
product because they have depression, anxiety, and anger compared to other
consumer groups. Open consumers are the easiest to deal with because they
consumers are those who purchase items for household or personal use. Lastly,
seasonal consumers are those who shop for products which are only available at
certain times of the year. Loyal consumers are the most important segment to
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appease and should be top-of-mind for any company and they are likely to
seldom purchase products at full price and shops around for the best
need. They only buy for a specific need or occasion and are hard to upsell. It is
consumers with similar characteristics, but each of those segments will have
purchaser is most likely to buy their product, they can fine tune their marketing
Peter (2010) also define marketing strategy as the design and control of a plan to
services, and brands, and will try them and repeatedly purchase them.
directed at selected target markets to influence what they think, how they feel,
and what they do.Patel (2020) claimed that businesses can develop familiarity
and trust through the unique creation of content that fits to the needs of the target
market. This can make the market become loyal or more loyal to the company
and its products, and it can be a major benefit to businesses. Considering the
fact that customers are dynamic people, the business changes as their needs
businesses for it can truly boost effective and successful marketing strategy.
According also to Amurao, et.al (2014), businesses acknowledge the fact that
without the customers, they wouldn’t exist. Because of this premise, businesses
exert efforts and do a lot of things for their customers to keep their loyalty. But,
on the other note, Ingwer (2014) stated that although businesses understand the
meaning and importance of having a good relationship with their consumer, they
rarely consider what it takes to make their market’s needs their priority. More
also fall apart when the other one (the business) fails to provide and track the
evolving or changing needs of the partner (the consumer). That is the reason
why other companies don’t ponder and focus on understanding their consumer
Synthesis
marketing strategy is a long term business’s game plan whose main purpose is
to determine the direction and goal that the company desires to attain. Moreover,
Razak et.al (2014), Azizi (2014), Ebitu (2014), and Juanico et.al (2020) stated
that an effective marketing strategy helps to create a good image, attract more
& Hussain (2016), and Daniel (2018) stated that marketing strategies brought a
positive impact on the performance of business and enhanced the level of profit.
Furthermore, According to Citrus (2020) and Marie Kit (2013), businesses should
and is easier for them to reach their target market. According to Bhalerao and
Panley (2017) and Team (2020), consumers are typecast according to their
behavior and more. Long (2020), Jon D (2020) and (Corporate Finance Institute,
2020) stated that there are different types of consumers which are the seasonal
consumers. According to Amurao, et.al (2014), Olson and Peter (2010) and Patel
(2020), businesses put a lot of efforts for their consumers because it can make
Patel (2020) claimed that the demand of the needs of people are the basis
of business on how their marketing strategies work. This explains how important
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the importance of having a good relationship with their consumer, they rarely
consider what it takes to make their market’s needs their priority. Business and
consumers relationships also fall apart when the business fails to provide the
High student consumers in Central Colleges of the Philippines. This research will
Theoretical Framework
P’s: product, price, place, and promotion. Marketing interacts with the consumer
and vice-versa. In order to develop products, to decide the price, the place and
through different aspects of the consumers: his/her needs and wants, demands;
buying process. This theory is appropriate for this research because it tells how
Conceptual Framework
very casual way without promotion that consumers would not realize that they
shortage which encourages people to purchase out of fear that they may not be
able to get in the future by telling them it’s only available for a limited time. Cause
company to link their products and services to a social cause or issue and
requires businesses to know about who they care about and who they want to
help in the world. And lastly. The Relationship Marketing which is about forming
constantly look for discounts, and they seldom purchase products at full price
because they frequently purchase products when there's a sale going. Impulsive
consumers are those who have no particular goods or services in mind and they
services when they only need them. They enter the store quickly, buy what they
need and leave. Loyal consumers most likely recommend a business' products or
services to other people because they are loyal to the product or the store. They
have different motivations for purchasing, different modes of engaging and they
have different mindsets as well. Not all consumers are created equal, that is one
The variables of this research functions as the main problem of this study,
types of marketing strategies and types of senior high school consumers. For the
researchers to determine the correlation of the two variables, the researchers will
used table of specification. The result of the researcher made test will be the
Research Paradigm
Chapter Three
Methodology
This chapter contains the research design, setting of the study, sampling
Research Design
design to avoid bias thus making the research reliable and credible. Descriptive
type of design used in research that estimates the relation between the two
different direction and lastly, zero correlation, it does not have any relation to the
institution built in the year 1954. They offer three different strands in the
individuals to develop personal discipline and critical and creative thinking; and
produce committed professionals imbued with the ideal necessary to serve the
essential to the attainment of the country's goals for rapid modernization and
locale because the researchers want to show the relationship between the types
Accountancy, Business and Management and since all the Senior High students
in Central Colleges of the Philippines use or consume goods and services from
various businesses.
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Sampling Design
2018) By the usage of purposive sampling method, it will enable the researchers
HUMSS AND STEM students of the Central Colleges of the Philippines. For a
sample to be considered a match for this research, he/she must fit the following
current School Year 2020-2021 and a Senior High School student who
population of the Senior High School in Central Colleges of the Philippines is 169
total students. Consisting of the Grade 11 with the total of 41 students and Grade
Instrumentation
The instrument that will be used in this study is table of specification that
marketing strategies and types of senior high school consumers of Senior High
School students.
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that was made by them with a total of 24 items to answer by the chosen
Attribute 1 - 1,4,7
Attribute 2 – 10,2,5
Attribute 3 – 8,11,3
Attribute 4 – 6,9,12
Attribute 1 - 1,4,7
Attribute 2 - 10,2,5
Attribute 3 - 8,11,3
Attribute 4 - 6,9,12
will respond how often times do they experience the given statements and will
strongly disagree. And to determine the types of senior high school consumers,
the participants will respond how strongly they agree or disagree to the
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Disagree.
Orejola and Mr. Aris Magmanlac. Test-Retest Reliability will be used in this
research, the researchers will give the given questionnaire to the respondents
twice and make them answer it to test if the scores are still the same.
There are steps that are needed to follow in this study to gather the data.
The researchers initially suggested some variables that they desire to focus on.
From these variables, one was chosen to be the first variable of this research.
After determining the first variable, the researchers presented it to their research
adviser and asked for approval. When the first variable got approved, each
member started to gather at least three to four related literature, and looked for
the gaps of these related literature. The researchers have gathered 20 related
literature in all. After discovering the gaps, the researchers decided what would
be their second variable for this study. They proposed their second variable
together with their research design for approval. When their second variable got
approved, they then presented the major problem, minor problem, and null
regarding their second variable and few literature that concern the relationship of
permission to allow the researchers to begin the study about the types of
researchers will not force the students and the researchers will respect their
decision without any hesitations. If the students are asking something about the
questionnaire, the researchers need to respond with manners and respect for the
concern about the questionnaire. Lastly, the researchers will respect the
respondents, the researchers used mode to identify the answers for minor
problem 1 and 2. To determine the relationship between the two variables, the
researchers used the pearson r which resulted to reject the null hypothesis. The
researchers looked for related literatures that will support the result of
strategies and types of senior high school consumers in Central Colleges of the
Statistical Treatment
strategies and types of senior high school consumers in Central Colleges of the
To test minor problems 1 and 2, the researchers will use the arithmetic
To test the hypothesis and the third minor problem of this study, Pearson
(learntech.uwe, 2020)
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Chapter Four
This chapter illustrates the results of the data gathering procedures as well
strategies. The researchers finalized that the respondents only had an average
score of 3.56. According to the results obtained from the data gathering
procedure, Cause Marketing has the highest mode, 64 in total, which means that
is 30. The Scarcity Marketing, on the other hand, has the lowest mode, 18 in
total, which means that it is the least preferable type of marketing strategy of
a social issue and gets marketing benefits from it. Many consumers let their
beliefs drive their purchase decisions. This means consumers make a conscious
choice to buy from businesses that share a common belief or commitment toward
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charitable cause and societal issues. The result of this research also shows that
senior high school students’ most preferred type of marketing strategy is Cause
Marketing which means that they most likely to support brands that link their
products or services to social causes or issues and with a vision of helping the
world.
Table 1.
consumers. The results obtained from the data gathering procedure show that
have the highest mode, 50 in total, which means that the respondents are mostly
and the Discount Consumers’ mode is 36. The Impulsive Consumers have the
lowest mode, 28 in total, which means that it is the least type of consumers the
respondents are.
According to Fox13 Memphis (2017), the reason why most of the senior
high school students are need-based consumers is because school supplies are
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essential and students can’t learn properly without having supplies. The result of
this research shows that most of the senior high school students are need-based
consumers because school supplies are the things that they must have and
being prepared keeps the students motivated. In addition to this, the stress of
feeling left out for something that is needed can lead to lack of focus. The result
also means that students are most likely to purchase products that they needed
the most.
Table 2.
Loyal Consumers 49
Discount Consumers 36
Impulsive Consumers 28
Need-based consumers 50
preferred types of marketing strategy and types of senior high school consumers
in Central Colleges of the Philippines. The results from the data gathering gave a
computed value of 1.01 from a sample size of 100 respondents with a .207
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critical value. The computed value is higher than the critical value of .207 which
The reason why the results show that preferred types of marketing
according to Ruiz (2020), consumers are viewed as the most important aspect in
marketing strategy. Businesses’ main goal is to create and keep the consumer’s
Table 3.
Preferred Types
of Marketing
Strategies 1.01 .207 Reject the Null
Types of Senior Hypothesis
High School
Consumers
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Chapter Five
This chapter shows the summary of the results from the data gathering
This study aims to describe the relationship between the preferred types
sampling method in order to gain a specific sample size which are the Grade 12
Summary of Findings
This contains the findings for the preferred types of marketing strategies
Philippines.
1. What are the preferred types of marketing strategies of Senior High School
Relationship Marketing and Undercover Marketing. The marketing that has the
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highest mode is the Cause Marketing, 64 in total. This means that Cause
Marketing is the most preferred marketing strategy of senior high school students
2. What are the types of senior high school consumers of Senior High School
have the highest mode, 50 in total, which means that most of the senior high
school students in Central Colleges of the Philippines during S.Y 2020-2021 are
need-based consumers.
strategies and types of senior high school consumers of Senior High School
marketing strategy and types of senior high school consumers, thus, the
Conclusion/s
strategy and types of senior high school consumers in Central Colleges of the
Recommendations
This contains the recommendations for the stakeholders that will identify
the preferred types of marketing strategy and types of senior high school
consumers.
preferred types of marketing strategy and types of senior high school consumers,
the researchers encourage the marketing teachers to teach more about it to their
students as an additional set of information and to cite examples that prove the
high school students to understand and be more mindful about how their
to do further study about the preferred types of marketing strategy and types of
senior high school consumers and look for more information that shows how a
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Appendix A
Research Matrix
Title: Preferred Types of Marketing Strategies and types of Senior High School
Major Problem: This study aims to describe the relationship between the
services to
social
causes or
issues and
with a vision
of helping
the world.
because school
school students.To
supplies are determine the
the things preferred
that they types of
must have marketing
and being strategies and
prepared the types of
keeps the senior high
students school
motivated. consumers,
In addition the
to this, the participants
stress of will respond
feeling left how strongly
out for they agree or
something disagree to
that is the
needed can statements by
lead to lack choosing
of focus. Strongly
The result Agree, Agree,
also means Neutral,
that Disagree, or
students Strongly
are most Disagree.
likely to
purchase
products
that they
needed the
most.
statements by
choosing
Strongly
Agree, Agree,
Neutral,
Disagree, or
Strongly
Disagree.
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Appendix B
Approval Letter
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Appendix C
Letter to Validators
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Appendix D
Letter to Respondents
CENTRAL COLLEGES OF THE PHILIPPINES
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Appendix E
Profile of Respondents
n=100
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Appendix F
Major problem
This study aims to describe the relationship between the preferred types of
Framework
for them to have new consumers and increase their income. The first type of
links a company and its products and services to a social cause or issue. Second
entice customers to purchase out of fear that they may not be able to get it in the
future. And lastly is the Undercover Marketing, also known as stealth marketing,
CENTRAL COLLEGES OF THE PHILIPPINES
HIGH SCHOOL DEPARTMENT
SENIOR HIGH SCHOOL DIVISION 57
involves marketing to consumers in a way that they do not realize they are being
marketed to. The first two – cause and relationship marketing — are the
“positive” marketing techniques that focus on the benefits to others. The second
will be intrigued and it will make them all the aspects of the
I like it when
way.
purchase out of fear that they may not sold a product that I
missing something
a product is only
time.
2013)
2019)
I like it when
salespeople
form long-term
care about and who they want to help I like it when I am being
profit organization.
Major problem
This study aims to describe the relationship between the preferred types
Framework
According to Beyond The Hedge, (2015), there are different types of consumers.
They have different motivations for purchasing, different modes of engaging and
they have different mindsets as well. Not all consumers are created equal, that is
variations of consumers and how to tailor effective marketing collateral for them.
There are mainly four different types of consumers. Firstly, the loyal consumers
are a small but significant consumer group because they are already committed
either to your product or store. However, these consumers are valuable to every
business because of their loyalty. They often become the promoter of a brand of
product because they share their experience with their friends, family and
extended social network about the business. They are driven by fealthy to a
specific brand. Discount consumers are those who only purchase goods and
services primarily for the discounts on offer. They frequently purchase products
when there's a sale going. They are driven by a desire to save money. Impulsive
consumers are consumers who make unplanned buying decisions. They often
shop with no specific product or service in mind. They buy something that strikes
their fancy. These consumers are those who tend to be emotionally driven
consumers. And the need-based consumers who buy goods and services when
they only need them. They purchase something to fulfill a need. They enter the
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store quickly, purchase what they need, and leave. These customers buy for a
purchased to family
I recommend products
to other people.
Institute, 2020)
I purchase products or
very seldom.
2020)
I am typically receptive
to recommendations
on products and
services.
Need-based Consumers who buy goods and I only buy things when
Institute, 2020)
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Appendix G
Appendix H
Appendix I
Raw Data
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Appendix J
Curriculum Vitae
EDUCATIONAL BACKGROUND
SKILLS
Communication
Management
Flexibility
SEMINARS ATTENDED
EDUCATIONAL BACKGROUND
SKILLS
SEMINARS ATTENDED
EDUCATIONAL BACKGROUND
SKILLS
Leadership
Adaptability
SEMINARS ATTENDED
EDUCATIONAL BACKGROUND
Secondary Central Colleges of the Philippines 2019-present
Aurora Blvd., Quezon City
SKILLS
Time management
Communication
Adaptability
Active listening
SEMINARS ATTENDED
CENTRAL COLLEGES OF THE PHILIPPINES
HIGH SCHOOL DEPARTMENT
SENIOR HIGH SCHOOL DIVISION 73
Hernaliza F. Layag
13 Manunggal St., Tatalon, Quezon City
(0975)582-2203
lizzfrasdilla@gmail.com
EDUCATIONAL BACKGROUND
SKILLS
Communication skill
Active Listening
Management Skill
SEMINARS ATTENDED
CENTRAL COLLEGES OF THE PHILIPPINES
HIGH SCHOOL DEPARTMENT
SENIOR HIGH SCHOOL DIVISION 74
Sebastian M. Madrideo
330 Barasoain St., Little Baguio, San Juan City
(0945) 307-3877
bastemadrideo@gmail.com
EDUCATIONAL BACKGROUND
SKILLS
Critical thinking
Adaptability
Active listening
Problem-solving
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SEMINARS ATTENDED
Drug Awareness St. John the Baptist Catholic School October 2017
Campaign
Renalyn T. Perez
4844 Apitong Street, Old Sta. Mesa, Manila
(0956) 469-1010
Renalynperez2001@gmail.com
EDUCATIONAL BACKGROUND
SKILLS
Communication
Adaptability
Teamwork
SEMINARS ATTENDED
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HIGH SCHOOL DEPARTMENT
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