Communication and health : exposure to milk TV advertisement and the buying behavior of selected Mothers of Solar Homes, Dasmariñas City, Cavite / by Almira L. Aguilar.
Material type:
TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2012.Description: xi, 89 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 613.07 Ag9 2012
- College of Arts and Sciences, Department of Social Sciences (CAS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Theses / Manuscripts
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Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 613.07 Ag9 2012 (Browse shelf(Opens below)) | Link to resource | Room use only | T-4885 | 00000098 |
Theses (BA Mass Communication--Journalism) Cavite State University.
Includes bibliographical references.
College of Arts and Sciences, Department of Social Sciences (CAS)
AGUILAR, ALMIRA L. Communication and Health: Exposure To Milk TV Advertisements and the Buying Behavior of Selected Mothers of Solar Homes Dasmariñas City, Cavite. Undergraduate Thesis. Bachelor of Arts in Mass Communication. Cavite State University, Indang, Cavite. April 2012. Adviser: Ms. Cristina M. Signo.
The study aimed to: identify the level of exposure of mothers on milk TV advertisements; identify the mothers' buying behavior on milk for preschoolers; and describe the relationship between the level of exposure of mothers on milk TV advertisements and their buying behavior on milk for preschoolers. This study was conducted in Solar Homes, Dasmariñas City, Cavite from November 2011 to February 2012. 'A total of 200 respondents were used in the study. Data were collected through validated questionnaire. Frequencies, percentage, mean, standard deviation, and Spearman Rho Correlation Coefficient were used to analyze the data. The result shows that there is an average level of exposure of the respondents on milk TV advertisements since they watched television moderately. Because most of the respondents were working moms, majority of the mothers watched television 1-3 days a week and 1-3 hours a day. Most of them also watched television during evening because they spend most of their time working. Mothers also have a moderate switching habit on TV commercials thus, they also have a moderate watching habit on TV commercials. The limited time in watching TV commercials was also the reason why mothers moderately watched milk TV advertisements. Sometimes, their attention were caught by TV ads on milk for preschoolers. Majority of the mothers watched Nido 3+ advertisement on television is why Nido 3+ TV commercial was also the most familiar TV ads for them. Based on the research, an informative milk TV ad was the number one factor that interest the respondents. Result shows that the level of buying behavior of mothers on milk TV ads for preschoolers were at an average level. Furthermore, majority of the respondents bought milk for their preschoolers. Most of them referred on milk TV advertisements but they moderately considered the endorser of the milk TV advertisements because majority of the respondents looked at the nutrition content reflected on milk TV advertisements. Mothers were moderately satisfied on the information cited on milk TV ads. And most of them were brand conscious thus they did not look for a cheap brand of milk. Most of the respondents moderately follow their pediatricians advise in buying milk for their preschooler and majority of them did not conduct trial and error tasting in purchasing milk. Based on the result of the computed Rho correlation coefficient of 0.10 with significance of 0.894 showed that there was no relationship between the mother's level of exposure on milk TV advertisements to the mother's buying behavior on milk.
Submitted to the University Library T-4885