The Effects of Jollibee

Advertisement to the
Customer Preference in
Jollibee Shell Magallanes

Purposive Communication

Submitted by:
Ronel Victor Balbastro

Submitted to:
Ramon S. Cartagena
 TABLE OF CONTENTS

ABSTRACT 1
INTRODUCTION 1
METHODOLOGY 3

The Effects of Jollibee Advertisement to the Customer

Preference in Jollibee Shell Magallanes
R.V Balbastro
Marine Transportation, Feati University, Manila, Philippines

[email protected]

Abstract
This chapter discusses the description of the problem that will be addressed in this research.
Essential parts include the introduction, the statement of the problem, hypothesis,
assumptions, the significance of the study, and its scope and limitations.

Introduction
In this generation, fast food is realizable to expanded its menu to sandwiches and other
the lifestyle of every Filipino. Since Filipino meals. Their mission is to serve great tasting
known as a hardworking people, many of foo and bringing the joy of eating to
them are too busy and have no longer time everyone. Jollibee recognize by every
to go home to eat their lunch or snacks Filipinos through its well-known logo and
especially students and employees. They establish name. despite of its huge success,
were also many Filipinos whose working Jollibee continuously strives to improve its
including some mothers. That means they imperfections. Tony Tan Caktiong and his
have less time to cook meals and clean family was the founder of Jollibee. In 1978
dishes therefore, they will tend to buy or to Jollibee begin as incorporated as its post 1st
eat in a fast-food chains since it has an year sales of 2 million. Jollibee is
affordable price and less hassle. Fast food continuous developing and succeeding their
Restaurant usually operated in chains or corporations. They gain a lot of awards.
franchises. They offered food that is easy to They also launched some new meals in their
cook. The fast food industry in the menu. They also open and build franchises
Philippines has grown rapidly since the mid in other place and country. Recently in
of 1980s and is said to be separated into 2015, Jollibee reaches its 1000th store
four market portions: Hamburger (60%), around the world. Proving Jollibee now has
pizza (20%), fried chicken (15%), and donut already succeeding in the markets . The
(5%). (Castillo, 2009) (Jumaqio etal, 2017) Jollibee name came from the word jolly bee
Jollibee Food Corporation is the leading and base on the thought that bees together as a
considered as the number one fast food team and are known for being hardworking.
chain here in the Philippines. (Sabio, 2013) The word Jolly signifies happy a fun spirit
it is one of the Philippines phenomenal among the jolly bee family. After which, the
business success stories. It is started out as two words were combined into one and
a small ice cream parlor in 1975 and later turn out to be Jollibee. It is also suggested
by Manuel Lumba, the management mentor reasons behind the decisions made by
of Tan Caktiong to improve and shifted their individuals when choosing items and
business focus of ice cream to hamburgers services. Understanding the factors that
because of the growing market . Customer affecting customer preference enables
is important on a business. It is the businesses to focus their item towards
foundation of any business success. Without explicit customer groups, develop new
the customers, there is no business. Every items, and distinguish why a few products
business goal is to identify and meet the are more successful than others. Factors like
customers need to ensure a good customer advertising, social institutions, cost,
preference and gain customer satisfaction. customer income and available substitutes
(Hose, 2019) Customer Preference and may affect the consumers’ behavior or
experience is important in a business. It is a preferences. Also, the study conducted by
factor that will reflect on how great your Mejia (2016) mentioned that the location,
business is. Knowing customer preferences customer service, and ambiance were also a
before they buy allows business to create an factor that may affect the consumer
even stronger experience. Having a stronger preferences . In this study, the researchers
experience may have derived to a stronger will be using advertisements as the factor to
preference and it may define as the identify its effects to the consumers’
impression they give about the brand. A preferences in the Jollibee Shell Magallanes.
positive customer preference may help sales The researchers chose this topic because as
and may lead to additional revenue of a business student and as the aspiring future
business. (Shep Hyken, 2019) The business businessman and woman. The researchers
must understand the customer preference must know the value of customers’
in order to create a good relationship preferences. This study will help to know
between the customers for the business to how the advertisement effect the
succeed . To gain a positive customer consumers’ preferences and standard
preference there are factors to be qualification is to get their needs and
considered. According to Richards (2017), satisfaction
the customers’ preference portrays the

Methodology
This chapter illustrates the following to of research used, (b) method of collecting
show the process and methodology on how data and developing of the research, (c)
this research will be undertaken: (a) method sampling design, (d) statistical treatment

Method of Research Used

This study is in experimental in nature kept constant so that any change in the
particularly a quantitative research design. dependent variable is attributable only to
The experimental method of research is a the independent variable. In this study
procedure involving the control or experimental method is
manipulation of conditions for the purpose
of studying the relative effects of various
treatments applied to members of a applied as the study aims to identify the
sample, or the same treatment applied to effect of Jollibee Advertisement to customer
members of DITR, samples, defined by preference in Jollibee Shell Magallanes Also,
good, Manuel and Medel also explained the the study problem and hypothesis requires
experimental method of research as to testing or either the Jollibee advertisement
discover the influence of one or more have an effect toward customer preferences
factors upon a condition, group or situation, of Jollibee Shell Magallanes.
purpose of which is to discover “ what will
Two variable relationship will also be used
be”. Experimental research is a highly
in the study. It is involved the variable which
controlled procedure in which manipulated
is the Jollibee advertisements as the
treatments or actions from a factors or
independent variable and customer
condition called independent variable and
preferences as dependent variable.
applied upon another factor or former upon
later, all other factors or variables being

Method of collecting data and developing of the research

The method of collecting data that the data to cover all aspects of the problem and
researchers will be using is experimental answer all aspects questions under
research, to identify the involve conditions for
the statement of the problem, then the
purpose of studying the effects of Jollibee
researchers were going to submit the
advertisement to the customers preferences in
Jollibee Shell Magallanes. To develop the questionnaires to the adviser for the corrections
research of our study, the researchers would after which it was finalized.
find a way in order to spread the questionnaire,
the method of gathering or collecting data will For validation purposes, the questionnaires will
be using was the two-variable relationship. This be given to the subject
is concerned with looking into the effects of the teacher, head of the ABM teacher and the
Jollibee advertisement to the customers Principal for their approval and follow
preferences in Jollibee Shell Magallanes, Makati
City. Since the present research is in up ideas to the study. To find out the
experimental method wherein the researchers assessment of the questionnaires, they
gather data and information of customers would take a look at it and ask for if it is clear,
preferences in Jollibee Shell Magallanes through visible to answer. If the number of
the effect of the Jollibee advertisement. The
Instrument used to collect data was the survey the items were adequate to collect data about
questionnaire. This was going to use by the all aspects of the effects of the
researchers because it gathers data faster than
customers preferences in Jollibee Shell
another method. The respondents were both
Magallanes. If all items were relevant to
grade 11 and 12 Accountancy and Business
Management (ABM) students of Asia Pacific the research problem; and the question were
College that is also a Jollibee customer. So, they interesting and not boring; all items
were literate that they would read and answer
were objective and not biased except for a few
the
unavoidable essay questions; and
questionnaires easily and clearly. Develop of the
if questionnaire was not too long. All of them
instrument after analyzing and
and the items were clear and
looking for the questionnaires that may use to
readable, relevant, interesting, objective
the study in related to literature,
questions and the length was alright.
studies, that the researchers will prepare a
The few questioned items were going to be
questionnaire. The researchers will
revised for more clarity and
also consulted some knowledgeable people,
definiteness. The copies of questionnaires were
such as the senior high school
going to distribute personally by the researcher
teachers and the students who studied related to the respondent. After a few days, all the
with the research study, On how copies will be distributed was going to be
retrieved also personally by the researchers.
to prepare a questionnaires, the researchers
that were enough in order to gather