Perceived Intrusiveness of pop-up Advertising Affecting the Buying Decision Process of Millenials
Type
Thesis
Authors
Category
Thesis-BSBM
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Publication Year
2023
Pages
xvii, 104p.
Tags
Abstract
The study was conducted from January 2023 to July 2023 in Barangay Molino VI, Bacoor City, Cavite, to know the perceptions of millennials towards pop-up advertising and to investigate how it affects the buying decision process of the millennials. Specifically, the study aimed to (1) know the demographic profile of the millennials; (2) Know the perceptions of the millennials towards pop-up advertisements in terms of intrusiveness; (3) Know the effect of pop-up advertising on the buying decision process of millennials; (4) Identify if there a significant relationship between
the demographic profile of millennials and the perceptions of the millennials towards pop-up advertisements in terms of intrusiveness; (5) Identify if there a significant relationship between the demographic profile and the effect of pop-up advertising on the buying decision process of millennials; (6) Identify if there a significant relationship
between the perceptions of millennials towards pop-up advertisements in terms of intrusiveness and the effect of the buying decision process of millennials.
The study participated in a total of 360 respondents selected through random sampling. The respondents of the study came from millennials that encountered pop-up advertising in the Barangay of Molino VI, Bacoor City, Cavite. The correlational quantitative method was used in order to reach the following objectives such as percentage, weighted mean, and standard deviation. Pearson’s correlation is used to determine the significant relationship between the demographic profile of the millennials to the perception of the millennials in terms of intrusiveness. Partial Correlation is used to determine the significant relationship between the demographic profile of the millennials to the effect of pop-up advertising affecting the buying decision process of the millennials. Spearman’s Rho is used to determine the significant relationship between the perception of the millennials on pop-up advertising and the effect of pop-up advertising affecting the buying decision process of the millennials. The study showed that most of the respondents were females, with a college degree, earning P10,001 - P20,000 a month, commonly using Facebook applications, and spending 4 to 6 hours per day in front of apps. The respondents rated the perceptions of the millennials towards pop-up advertisements in terms of Interference, disturbance, and forcefulness. The study revealed that respondents feel forcefulness when watching pop-up ads on any social media platform and it is moderately intrusive with a weighted mean of 3.14. The respondents rated the effect of pop-up
advertisements on the buying decision process in terms of Issues/Recognition of Needs, Information Seeking, Evaluate Alternatives, Purchasing Decisions, and Post- Purchase Behavior. The study revealed that only evaluating alternatives has a moderate effect on pop-up advertising. It means that evaluating a product is a good
factor for millennials and other consumers because gathered information can be used to compare and select what’s the best product or service.
The study revealed that significant relationship between the demographic profile of the millennials and the perceptions of the millennials towards pop-up advertisements in terms of intrusiveness. The demographic profile of the respondents has no significant relationship to the perception of the millennials. On the significant
relationship between the demographic profile and the effect of pop-up advertising on the buying decision process of millennials. The results showed that the demographic profile in terms of monthly income, and time spent has a significant relationship with the effect of pop-up ads in the buying decision process of the millennials. On the
demographic profile in terms of educational attainment, sex, and commonly used applications, these three have a significant relationship with the effect of pop-up ads on the buying decision process of millennials. On the significant relationship between the perceptions of the millennials towards pop-up advertisements in terms of
intrusiveness and the effect of the buying decision process of the Millennials. The demographic profile in terms of educational attainment, sex, and commonly used applications had a significant relationship with the effect of pop-up ads on the buying decision process of millennials. Also, the perception of millennials in terms of intrusiveness has no significant relationship with the effect of pop-up ads in the buying decision process.
the demographic profile of millennials and the perceptions of the millennials towards pop-up advertisements in terms of intrusiveness; (5) Identify if there a significant relationship between the demographic profile and the effect of pop-up advertising on the buying decision process of millennials; (6) Identify if there a significant relationship
between the perceptions of millennials towards pop-up advertisements in terms of intrusiveness and the effect of the buying decision process of millennials.
The study participated in a total of 360 respondents selected through random sampling. The respondents of the study came from millennials that encountered pop-up advertising in the Barangay of Molino VI, Bacoor City, Cavite. The correlational quantitative method was used in order to reach the following objectives such as percentage, weighted mean, and standard deviation. Pearson’s correlation is used to determine the significant relationship between the demographic profile of the millennials to the perception of the millennials in terms of intrusiveness. Partial Correlation is used to determine the significant relationship between the demographic profile of the millennials to the effect of pop-up advertising affecting the buying decision process of the millennials. Spearman’s Rho is used to determine the significant relationship between the perception of the millennials on pop-up advertising and the effect of pop-up advertising affecting the buying decision process of the millennials. The study showed that most of the respondents were females, with a college degree, earning P10,001 - P20,000 a month, commonly using Facebook applications, and spending 4 to 6 hours per day in front of apps. The respondents rated the perceptions of the millennials towards pop-up advertisements in terms of Interference, disturbance, and forcefulness. The study revealed that respondents feel forcefulness when watching pop-up ads on any social media platform and it is moderately intrusive with a weighted mean of 3.14. The respondents rated the effect of pop-up
advertisements on the buying decision process in terms of Issues/Recognition of Needs, Information Seeking, Evaluate Alternatives, Purchasing Decisions, and Post- Purchase Behavior. The study revealed that only evaluating alternatives has a moderate effect on pop-up advertising. It means that evaluating a product is a good
factor for millennials and other consumers because gathered information can be used to compare and select what’s the best product or service.
The study revealed that significant relationship between the demographic profile of the millennials and the perceptions of the millennials towards pop-up advertisements in terms of intrusiveness. The demographic profile of the respondents has no significant relationship to the perception of the millennials. On the significant
relationship between the demographic profile and the effect of pop-up advertising on the buying decision process of millennials. The results showed that the demographic profile in terms of monthly income, and time spent has a significant relationship with the effect of pop-up ads in the buying decision process of the millennials. On the
demographic profile in terms of educational attainment, sex, and commonly used applications, these three have a significant relationship with the effect of pop-up ads on the buying decision process of millennials. On the significant relationship between the perceptions of the millennials towards pop-up advertisements in terms of
intrusiveness and the effect of the buying decision process of the Millennials. The demographic profile in terms of educational attainment, sex, and commonly used applications had a significant relationship with the effect of pop-up ads on the buying decision process of millennials. Also, the perception of millennials in terms of intrusiveness has no significant relationship with the effect of pop-up ads in the buying decision process.
Description
xvii, 104p.; cm.
Biblio Notes
Includes references.
BARLIS, MA. JOYCE ERIKA T., CALUCARAN, ERICA JOY D., CASTANEDA, CATHLYN L., and GAYARES, PSYCHA R. of Perceived Intrusiveness of Pop-up Advertising Affecting the Buying Decision Process of Millennials in Molino 6
Bacoor, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University - Bacoor City Campus, City of Bacoor, Cavite. September 2023. Adviser: Mr. Virgilio A. Castillo Jr.
BARLIS, MA. JOYCE ERIKA T., CALUCARAN, ERICA JOY D., CASTANEDA, CATHLYN L., and GAYARES, PSYCHA R. of Perceived Intrusiveness of Pop-up Advertising Affecting the Buying Decision Process of Millennials in Molino 6
Bacoor, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University - Bacoor City Campus, City of Bacoor, Cavite. September 2023. Adviser: Mr. Virgilio A. Castillo Jr.
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