Buyer beliefs and attitudes towards direct response television in Metro Manila

• Main Author: Soberano, Glorife P.
• Format: text
• Language: English
• Published: Animo Repository 2000
• Subjects: Consumer behavior; Market surveys; Consumers' preferences; Television advertising; Behavioral Economics
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/2289
• Institution: De La Salle University

This study zeros in on the beliefs and attitudes of Direct Response Television buyers in Metro Manila towards its advertisements. It primarily investigates the different beliefs with regard to the medium's use in providing product information, its role in molding the society's image, its economical beliefs, and entertainment values. The study also probes if DRTV corrupts Filipino values, provides false and nonsensical information and if it propagates materialism.A combination of descriptive, comparative and exploratory research designs was used to answer the problems posed in this study. The descriptive-exploratory design was applied to measure the respondents' DRTV, aided with Pollay and Mittal's seven-factor model. On the other hand, the comparative design was employed to determine the differences in the beliefs and segment factors profiles of the clusters formed. Non-probability sampling was used to limit its findings among subjects who are educated about the subject and who are the real target market of DRTV. The data requirements were secured through survey method. A total of 384 buyer respondents were surveyed.Findings of the study showed that DRTV buyers in Metro Manila are females belonging to the 25-54-age bracket. It was verified that the DRTV buyers are indeed the people with the strongest purchasing power-those who belong to the A socioeconomic class. It can be deduced that the DRTV buyers are quite ambivalent about the topic. The subscale aspects imply positive beliefs inasmuch as providing beneficial product information complimenting consumers' social role and image, enhancing consumers' pleasure, and benefit to the economy is concerned. The respondents also do not perceive DRTV as contributing to the corruption of society's values, and being false or non-sense.However, their general attitudes towards DRTV are quite negative in some aspects. They do not really regard the topic as essential or an important issue for them. Moreover, they feel that DRTV influences people to buy unimportant things.On the other hand, all the respondents believe that DRTV promotes materialism. From all of these conclusions based on beliefs, it can be inferred that even if the Philippine DRTV market is quite indifferent about the subject, there is some hint of favor to the medium, given that out of seven factors, they only feel one negative aspect to it.The segments formed from the respondents' beliefs and attitudes were also explored. The clusters would be based on how they think of DRTV-either they are positive, negative or if they are neutral. These segments are significantly different from one another based in their beliefs, attitudes, and purchase rates except for the majority of the demographic variables like sex, education, age, income and place of origin.