International Journal for Multidisciplinary Research (IJFMR)

E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

The Perceived Effect of Product Placement on the

Purchase Behavior of Generations X, Y, and Z in
Calamba, Laguna
Jesarela G. Bonavente1, Piolo P. Cañubas2, Krizha L. Natanauan3
1,2,3
Student, College of Business Administration and Accountancy, University of Perpetual Help System
DALTA – Calamba Campus

Abstract
The primary objective of this study is to accomplish research and establish a body of knowledge that can
serve as a basis for enhanced product placement strategies/advertisements in Calamba, Laguna, which is
considered to be a place where a lot of businesses operate; and may it be a big or small enterprises. In
particular, this study aims to (1) determine the perception of Generation X, Y, and Z in Product Placement
in Calamba, Laguna in terms of Attention, Interpretation, and Recall. (2) find out the perception of
Generation X, Y, and Z in Purchase Behavior in Calamba, Laguna in terms of Attitude, Subjective Norms,
Perceived Behavioral Control, and Intention. Lastly, (3) ascertain if there is a significant effect between
Product Placement on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna.
The research design that was used in this study is Quantitative-Descriptive Causal; this type of research
design attempts to establish a connection between the dependent and independent variables that can
answer the research problem. In this study, there were three hundred eighty-four (384) respondents from
Generation X, Y, and Z who live in Calamba, Laguna. Statistical treatment applied to the data of the overall
research study includes mean and standard deviation for determining the perception of Generation X, Y,
and Z in Product Placement and in Purchase Behavior in Calamba, Laguna, and simple linear regression
that is used to know if there is a significant effect between product placement and the purchase behavior
of Generation X, Y, and Z in Calamba, Laguna.
Findings revealed that the overall response for the Perception of Product Placement of Generation X, Y,
and Z in Calamba, Laguna are all concluded as strongly agreed. It means that Product Placement has a
strong impact on their ability to remember a product; thus, this strengthens the effectiveness of product
placement in reaching and connecting with Generation X, Y, and Z audiences. In addition, the study also
shows a positive overall response for the Perception of Purchase Behavior of Generation X, Y, and Z in
Calamba, Laguna; this means that the respondents have a positive attitude towards the product and it is
considered to be an advantage for affecting purchase behavior across the three generations.
The study shows that product placement has a significant effect and also has a positive impact on the
purchase decision of Generation X, Y, and Z. Thus, there is a significant effect between Product Placement
on the Purchase Behavior of Generation X, Y, and Z in Calamba, Laguna.

Keywords: Product Placement, Purchase Behavior

IJFMR240323473 Volume 6, Issue 3, May-June 2024 1

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

THE PROBLEM AND ITS BACKGROUND

Introduction
In recent years, the lives of many people have changed; the way they live, their social status, and how they
perceive life in general. These changes are brought by many factors and one of those that influence these
sudden differences is the exponential emergence of technology. This claim was supported by an article
written by Un.org in the year 2020 in which they cited that digital technologies have become more
advanced and are indeed considered to be the most rapid innovation we have in history. The organization
also claims that for only two decades, 50% of the world’s population has been developed resulting in the
enhancement of a country’s connectivity with other nations, a country’s finances, access to public services,
and trade.
With technology, the lives of many people become a lot easier. Simplelearn (2023) explained that the latter
helps every individual who is using it to decide faster with the help of different artificial intelligence and
machine learning offered on the internet, in addition, it also increases chances of becoming more
technologically advanced, it saves cost and time than doing the actual amount of work an individual
needed to do, it added efficiency for everyone and even gives a competitive edge to any organizations who
can adopt and make use of the advantages of technology; hence, even in the process of selling from the
side of business and buying from the side of the customers become much accessible. This is because
technology affects the corporate world by giving businesses another platform that they can use in
marketing the product that they aim to sell, the media. In line with this, the customers also benefit from
this as they can see and become aware of different products that they might need in the future once exposed
to any of the business strategies in the media.
Furthermore, one of the strategies that a business uses to market its product is Product Placement.
According to Kenton (2022), Product Placement is also known as embedded marketing and he defines it
as a form of advertising in which the product is being featured in a larger audience; this type of strategy is
typically seen in movies, television, videos and many more form of media. Product Placement is also
practiced in many countries including the Philippines. In the country, this marketing tool is used for known
brands (Ong, 2022).
This marketing tool is indeed a great help to the business industry as it helps the latter to introduce its
product to the market. This way of advertising is executed in a calm way where what an individual is
watching will not disturbed by occasionally showing advertisements that might annoy them but rather,
this type of marketing lets the individual itself draws their attention to the product after being exposed to
it; having said, this will lessen the chance of negative impact to the purchase behavior on an individual.
However, despite of its relevancy to different countries and advantages to the business industry, Product
Placement still has its disadvantages. Since the strategy is considered to be a silent marketing, some
individual might also not notice the exposure and might lost the purpose the business’ marketing strategies.
Moving forward, aside from the advantages that technology offers, there are also visible changes in how
it is being utilized by everyone. It is said that Generation Z or the people who were born between 1997
and 2012 are the most technologically advanced group of people because they are theoneseuseds to
different forms of media, especially social media every day. Therefore, it is most likely that they are
exposed to Product Placements. Having sai thatd, it is a question of how, on how does product placement
affect the purchase behavior of Generations X, Y, and Z.
Background of the Study
There are a lot of companies across the world. The number of the latter increases along with the technology

IJFMR240323473 Volume 6, Issue 3, May-June 2024 2

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

that is constantly being advanced. In fact, according to Statistica (2023), there are an estimated number of
333.34 million companies operating across the world which is a lot higher by 6.08% in the year 2021
which only has a total of 314.21 million companies. With this claim, a lot of organizations are competing
for almost the same market, their edge is how much strategic they can get to enhance and encourage
customers to buy their product. Hence, a lot of professionals in marketing have developed different forms
of advertising and different strategies of marketing they can use, one of which is most commonly known
and used these days is Product Placement.
As cited in Accion Opportunity Fund (2013), Product Placement has become an important way for brands
and products to reach their target market in an understated way. This type of marketing is used by
businesses to increase their sales, their brand awareness, and to draw customers without using common
advertisements that are often ignored by people; this is supported by Crocker (2022) by claims that almost
84% of millennials don’t trust traditional advertising.
That being said, Product Placement is relevant these days as it is considered to be a new way of marketing
a product, especially since businesses are formulating and using new ideas and strategies to come up with
a technique that will attract the customer’s attention and interest towards their brand. It is important for
them to achieve a perfect advertisement because according to Marcom (nd), a customer’s exposure to
advertisement may leads to cognition such as the memory of the product that will later on, can possibly
leads to liking the product and finally purchasing it.
This is why the researchers have decided to choose Calamba, a city in the province of Laguna, to be the
research locale. Calamba City, Laguna is known to be the birthplace of Jose P. Rizal, one of the Philippines,
a national hero. This makes the city famous across the nation which makes it a great tourist spot. Having
a lot of tourists visiting the city, and a large number of populations on the city, it caught the eye of a lot of
businessmen across the country. This makes Calamba, Laguna a home for a lot of companies, factories,
and businesses and a perfect locale for the study of determining the perceived effect of product placement
on the purchase behavior of Generations X, Y, and Z. Thus, the researchers aim to finish this study as they
believe that choosing Calamba, Laguna will give them sufficient respondents and a great significance in
the business industry.
Statement of the Problem
Product Placement is a type of marketing strategy or technique wherein a product is shown in a certain
media. However, the effect of this strategy altering the purchase behavior of the customer, particularly the
generation X, Y, and Z, is still unclear. Therefore, the main problem of this study is to determine the
perceived effect of Product Placement on the Purchase Behavior of Generations X, Y, and Z in Calamba,
Laguna. Specifically, the study aims to answer the following questions:
1. What is the perception of Generations X, Y, and Z in Product Placement in Calamba, Laguna in terms
of:
a. Attention
b. Interpretation; and
c. Recall
2. What is the perception of Generations X, Y, and Z in Purchase Behavior in Calamba, Laguna terms of:
a. Attitude
b. Subjective Norms
c. Perceived Behavioral Control; and
d. Intention

IJFMR240323473 Volume 6, Issue 3, May-June 2024 3

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

3. Is there a significant effect between Product Placement on the Purchase Behavior of Generations X, Y,
and Z in Calamba, Laguna?
Scope and Limitation
This study focuses on the perceived effect of product placement on the purchase behavior of Generations
X, Y, and Z who live in Calamba, Laguna. The researchers chose this location to conduct their study
because Calamba, Laguna, is known to be one of the cities in Laguna that has a significant number of
companies, factories, and businesses. Furthermore, this city also has the greatest number of populations
that consists of three Generations, Generation X, Y, and Z, who are more likely to be technologically
advanced and classified to be exposed in product placements making it a great place to conduct this study.
Given this, the researchers thought that the result of this study would benefit the above-mentioned
businesses because they would be aware of product placement, and how it will affect their business based
on its effectivity on the different generations in the city.
In this study, researchers are not allowed to gather information from improper respondents; instead, only
those multigenerational individuals who live in Calamba, Laguna are permitted to answer the following
questions on the survey form. The study will collect data from the population in Calamba Laguna, using
a survey questionnaire. The data collection will be conducted using a multi-level sampling technique.

METHOLOGY
Research Design
In this study, the researchers utilized Quantitative-Descriptive Causal, which attempts to establish the
connection between two different variables and provides results that can answer the research problem.
There is no changing of situations and experiments needed in this study. It was used to determineThis
study focuses on the perceived effect of product placement on the purchase behavior of Generations X, Y,
and Z who live in Calamba, Laguna. The researchers chose this location to conduct their study because
Calamba, Laguna, is known to be one of the cities in Laguna that has a significant number of companies,
factories, and businesses. Furthermore, this city also has the greatest number of populations that consists
of three Generations, Generation X, Y, and Z, who are more likely to be technologically advanced and
classified to be exposed in product placements making it a great place to conduct this study.
Given this, the researchers thought that the result of this study would benefit the above-mentioned
businesses because they would be aware of product placement, and how it will affect their business based
on its effectivity on the different generations in the city.
In this study, researchers are not allowed to gather information from improper respondents; instead, only
those multigenerational individuals who live in Calamba, Laguna are permitted to answer the following
questions on the survey form. The study will collect data from the population in Calamba Laguna, using
a survey questionnaire. The data collection will be conducted using a multi-level sampling technique.
This is the most effective research design for this study since the researchers aim to know how effective
the use of product placement in the purchase behavior of consumers is.
Respondents of the Study
According to the data gathered from the municipality of Calamba, Laguna, there are 603,644 total
population in the city as of 2023. The total number of respondents needed in the study was calculated
using Rao soft which results in a three hundred eighty-four (384) population. It was then divided into three
for three different generations to remove the bias, G-Power Analysis was used; finally, from 384, the
respondents went down to 252 respondents. The latter was once again divided into three resulting in

IJFMR240323473 Volume 6, Issue 3, May-June 2024 4

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

eighty-four (84) respondents per generation. The respondents’ profile is included as the researchers aim to
know the respondents’ age by generation which will help the researchers qualify their respondents if they
are individuals within the age range of Generation Z, Generation Y, and Generation X who are more likely
to be exposed in different media platforms.
Population and Sampling Technique
The population in this study is Generation X, Y, and Z people in Calamba, Laguna. This is the best
population to be used because it is the location where the said generations who are more likely to be
technologically advanced and classified to be exposed to product placements.
The researchers utilized the Multi-Level Sampling Technique, in which the samples are selected through
multiple stages or levels. Since the population of this study is Calamba, Laguna, the respondents in this
study were the sample representative of the entire population. Convenience sampling was used in this
study as the researchers had selected participants based on their accessibility and the respondent’s
availability. To remove the bias, the researchers used the Random Sampling method to select random data
without a specific pattern from the data collected. This gives the population an equal chance to be selected
to participate in this study. This will help the researchers identify their respondents because the technique
is more statistically reliable.
Research Instrument
The instrument used in this research is a combination of adapted and researcher-made survey
questionnaires. It is used to collect, analyze, and interpret the different views of different people from a
particular population. Survey questionnaires are the most applicable research instrument in this study
because this study aims to know the Perceived Effect of Product Placement on the Purchase Behavior of
Generations X, Y, and Z in Calamba, Laguna.
The first part of the survey questionnaire includes questions that help the researchers determine the
perceived effect of product placement on the Purchase Behavior of Generations X, Y, and Z in Calamba,
Laguna; it is adapted from Aaron Koopman’s dissertation entitled “Students’ Perceptions on the
Effectiveness of Product Placements – A Case Study of a Private Higher Education Institution in Durban”
on year 2017. This part of the survey questionnaire Likert Scale, is a rating scale that is used to measure
an individual’s attitude, opinion, or behavior (Bhandari et al., 2020). On the other hand, the second part of
the survey questionnaire is purely researcher-made questionnaire, this part also includes questions in a
Likert Scale form which will help the researchers determine the factors that affect the Purchase Behavior
of an individual that belongs to either of the three generations, whether it is generation X, Y, or Z. Hence,
both parts of the survey questionnaire used numbers 1, 2, 3, and 4 which can be interpreted as strongly
disagree, disagree, agree, and strongly agree.

Table 1: Response Interpretation

Range Verbal Interpretation
1.00 - 1.75 Strongly Disagree
1.76 - 2.50 Disagree
2.51 - 3.25 Agree
3.26 - 4.00 Strongly Agree

Furthermore, to ensure the reliability of the survey questionnaire to answer and support this study, it has
undergone validation by three (3) different Master of Business Administration at the University of

IJFMR240323473 Volume 6, Issue 3, May-June 2024 5

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Perpetual Help System DALTA (UPHSD) – Calamba Campus. Finally, the questionnaire was measured
and tested by Cronbach Alpha and has an overall remark of .953 which is interpreted as Excellent.

Table 2: Reliability Test of Elements

Variable/ Indicator No. of Items Cronbach’s Alpha
Attention (ATTE) 6 .828
Interpretation (INTER) 6 .893
Recall (REC) 6 .879
Attitude (ATTI) 6 .900
Subjective Norms (SUBN) 4 .709
Perceived Behavioral Control (PBC) 6 .855
Intention (INTENT) 6 .756
OVERALL 40 .953

Data Collection
To get accurate data, the researchers wrote a request letter, noted by the thesis adviser and the program
chair of the College of Business Administration and Accountancy (CBAA), to the Municipality of
Calamba, with the intent to ask for the total population of the city in accordance to age. The gathered data
was then consulted by the statistician to ask for the total number of respondents needed in the study. Then,
after undergoing different tests to evaluate the reliability of the questionnaire, the researchers began their
data-gathering procedure. The researchers asked for their availability and provided the respondents with
an approval letter. After that, the information and data gathered were used to formulate a conclusion that
will help the researchers in determining the information needed in this study.

RESULTS AND DISCUSSION

Table 3: Product Placement in terms of Attention
Verbal
Indicators Mean
Interpretation
When I have a pre-existing need, I pay more attention to the product
3.25 Agree
placement of a product.
When I have a positive attitude towards the product, I pay more
3.42 Strongly Agree
attention to the product.
When a celebrity is featured with the product placement, I pay more
3.11 Agree
attention to the product.
When the product placement is well positioned, I pay more attention
3.27 Strongly Agree
to the product.
When the product placement is more intrusive, I pay more attention
3.09 Agree
to the product.
When I am exposed to how the product is used, I pay more attention
3.46 Strongly Agree
to the product.
Composite Mean 3.27 Strongly Agree

IJFMR240323473 Volume 6, Issue 3, May-June 2024 6

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Attention is the stage where a customer becomes mindful of certain environmental factors. Product
placement in terms of attention has a composite mean of 3.27 with a standard deviation of 0.49 and is
interpreted as strongly agree.
According to the data shown above, the indicator with the highest weighted mean of 3.46 is when they are
exposed to how the product is used, they pay more attention to the product which results in strongly agree,
while the indicator with the lowest weighted mean of 3.09 is when the product placement is more intrusive,
they pay more attention to the product which was interpreted as agree.
According to Florack (2020), individuals might discover things faster and stare at them for a longer period
than they previously paid attention to. The observed effects of focused attention on decision could be the
result of a particular attitude acquired through the initial exposure and obtained during the selection
process. The influence of specific attention on interests would involve an analysis of how much time
consumers' attention depends on the items being compared in choosing, rather than only periods of equal
duration for the product appearance on the screen. This indicates that most generations in Calamba, and
Laguna pay more attention to the product when they are exposed to how the product is used and their
interest in it grows significantly. Furthermore, their attention is captivated when the product has a more
obvious impactful presence, meaning that a product’s exposure or intrusiveness is also important in
gaining attention from people.

Table 4: Product Placement in terms of Interpretation

Verbal
Indicators Mean
Interpretation
When I have a pre-existing need, I develop positive feelings towards
3.32 Strongly Agree
products placed in product placement.
When I have a positive attitude towards the product, I develop positive
3.39 Strongly Agree
feelings towards products placed in product placement.
When a celebrity is featured in the product placement, I develop
3.17 Agree
positive feelings towards the product.
When product placement is well positioned, I develop positive feelings
3.33 Strongly Agree
towards products placed in product placement.
When the product placement is more intrusive, I develop positive
3.17 Agree
feelings towards products placed in product placement.
When I am exposed to how the product is used, I develop positive
3.44 Strongly Agree
feelings towards products placed in product placement.
Composite Mean 3.30 Strongly Agree

Interpretation is the process of comprehending and making sense of the information received depending
on features of the events, oneself, and context is referred to as interpretation (Solomon, 2013). Product
placement in terms of interpretation has a composite mean of 3.30 with a standard deviation of 0.44 and
is interpreted as strongly agree. The data above shows that the indicator with the highest weighted mean
of 3.44 is when they are exposed to how the product is used, they develop positive feelings towards the
products placed in product placement which results in strongly agree, while the indicator with the lowest
weighted mean of 3.17 is when a celebrity is featured with product placement, they develop positive

IJFMR240323473 Volume 6, Issue 3, May-June 2024 7

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

feelings towards the product, and when the product placement is more intrusive, they develop positive
feelings towards the products placed in product placement which results in agree.
Following Niosi (2021), it is important to be conscious of schemata since our interpretations influence our
behavior. The third stage of perception is interpretation, in which individuals give an interpretation of their
perceptions through the use of cognitive structures referred to as schemata. Schemata are information
systems of preserved, connected data that humans utilize to comprehend new events. We all have rather
complex schemata that evolved throughout time as little units of knowledge connected to generate a larger
significant complexity of information.
Similarly, to table 3.1, most generations in Calamba, Laguna are more likely to develop positive feelings
about the product when individuals are exposed to a product’s usage. This implies that firsthand knowledge
or displays of the product’s functionality helps to develop positive feelings among individuals. In simple
terms, seeing the product from advertisements appears to be an important aspect in creating positive
perceptions.

Table 5: Product Placement in terms of Recall

Verbal
Indicators
Mean Interpretation
When exposed to product placement, I am able to recall it. 3.37 Strongly Agree
When a celebrity is featured with the product placement, I am able to
3.41 Strongly Agree
recall the product placement of a brand.
I am able to recall product placements that are more obvious and
3.33 Strongly Agree
intrusive.
When I have a positive attitude towards the product, I am able to recall
3.48 Strongly Agree
product placements better.
When I have a pre-existing need, I am able to recall the product
3.37 Strongly Agree
placements better.
If I frequently saw a product from product placement, I am able to
3.44 Strongly Agree
recall the product.
Composite Mean 3.40 Strongly Agree

Recall is the stage where it includes two components: a long-term memory phase and a short-term active
phase. Product placement in terms of recall has a composite mean of 3.40 with standard deviation of 0.44
as interpreted as strongly agree. According to the data shown above, the indicator with the highest
weighted mean of 3.48 is when they develop a positive attitude towards the product, they can recall product
placements better which results in strongly agree, while the indicator with the lowest weighted mean of
3.33 is when they can recall product placements that are more obvious and intrusive which results to
strongly agree.
Recall is critical in encouraging more people to remain with your brand and purchase it multiple times.
When you acquire an item as a client, once it is completed or improved, you automatically want to buy
again exactly that same brand because the overall experience it provided was good (Bhasin, 2019). This
indicates that with complete results of strongly agree in Generations X, Y, and Z in Calamba, Laguna, they
are able to recall product placements better when they are exposed to it, the use of celebrity for brand

IJFMR240323473 Volume 6, Issue 3, May-June 2024 8

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

exposure, when the product is more obvious, and if the product from product placements can be frequently
seen from the media.

Table 6: Purchase Behavior in terms of Attitude

Verbal
Indicators Mean
Interpretation
Product Placement is an effective marketing strategy because it drives
3.42 Strongly Agree
my purchase behavior upon being aware of a certain product.
Product placement will benefit me because it exposes me to different
brands including those products that I am not yet aware of that I might 3.39 Strongly Agree
buy in the future.
Product placement will positively impact my purchase behavior. 3.37 Strongly Agree
My experience with a product influences my purchase behavior towards
3.40 Strongly Agree
it.
Purchasing a product will make me happy. 3.46 Strongly Agree
If I frequently saw a product from a product placement, I might consider
3.25 Agree
buying it.
Composite Mean 3.38 Strongly Agree

Attitude is the result of all of a person’s knowledge, perspective, and opinion that he/she thinks when
considering a certain behavior (Brookes, 2023). Purchase behavior in terms of attitude has a composite
value of 3.38 with standard deviation of 0.45 and interpreted as strongly agree. The table above shows that
the indicator with the highest weighted mean of 3.46 is when purchasing a product will make them happy
which results to strongly agree, while the indicator with the lowest mean of 3.25 is when they frequently
saw a product from product placement, they might consider buying it which results to agree.
An individual's attitude can be positive or negative, based on their evaluation of a certain object or person.
Depending on their beliefs, an individual's attitude may manifest in their emotions or actions (Myers &
Twenge, 2018). This indicates that the attitude on the purchase behavior of Generations X, Y, and Z in
Calamba, Laguna effectively impact their purchase behavior with the help of effective marketing strategies,
creating products that are matched with their preferences, to building loyalty to the brand, and long-term
satisfaction among consumers.

Table 7: Purchase Behavior in terms of Subjective Norms

Verbal
Indicators Mean
Interpretation
When a person who is important to me saw a product on television,
newspaper, magazine, film, and other forms of media, and recommends 3.20 Agree
it to me, I will buy it.
When my family and friends have used a certain product that I am
interested in, I will ask them for their opinion about it before making a 3.41 Strongly Agree
purchase.
I will buy a product because my friends and family are using it. 3.14 Agree
When a product already proven to have a lot of users, I will buy it. 3.44 Strongly Agree

IJFMR240323473 Volume 6, Issue 3, May-June 2024 9

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Composite Mean 3.30 Strongly Agree

Subjective norm is how an individual may view the ideas, opinions, and beliefs of other people towards a
specific behavior. Purchase behavior in terms of the subjective norm has a composite value of 3.30 with a
standard deviation of 0.48 and is interpreted as strongly agree. The table above shows that the indicator
with the highest weighted mean of 3.44 is when a product is already proven to have a lot of users, they
will buy the product which results to strongly agree, while the indicator with the lowest mean of 3.14 is
when their family and friends are using a product, they will buy it which results to agree.
According to V. Kokila and Dr. N. Sampathlakshmi (2020), subjective norms are alterations in behavior
caused by social reference pressure from other people. Subjective norm influences purchasing intent but
does not influence attitude. This indicates that the ideas, opinions, and beliefs of other people impact the
multigenerational purchase behavior of Calamba, Laguna. Social factors have a major impact on the
purchase behavior of Generations X, Y, and Z, meaning that the preferences and suggestions of friends,
family members, or the wider society influence how people select and purchase things. This social
influence demonstrates how interconnected things are in purchasing decisions, in which other people’s
perspectives can shape the decision-making process of an individual.

Table 8: Purchase Behavior in terms of Perceived Behavioral Control

Verbal
Indicators Mean
Interpretation
When I have enough money to buy a product, I will buy it. 3.41 Strongly Agree
When a product can be bought in a store accessible from my location, I
3.37 Strongly Agree
will buy it.
A product that provides enough information that makes it easy for the
consumer to understand its purposes and uses influences my purchase 3.52 Strongly Agree
behavior of buying it.
I will buy a product because it is easy to use. 3.40 Strongly Agree
Any beneficial product drives me to buy it. 3.47 Strongly Agree
I believe a product is reliable when there are enough reviews about it. 3.52 Strongly Agree
Composite Mean 3.45 Strongly Agree

Perceived behavioral control is an individual’s awareness of the ease or the difficulty that comes with
performing a certain behavior (LaMorte, 2022). Purchase behavior in terms of perceived behavioral
control has a composite value of 3.45 with a standard deviation of 0.43 and interpreted as strongly agree.
The table above shows that the indicator with the highest weighted mean of 3.52 is when a product that
provides enough information that makes it easy for the consumer to understand its purposes and uses
influences their purchase behavior of buying it, and when they believe that a product is reliable when there
are enough reviews about it which results to strongly agree, while the indicator with the lowest mean of
3.37 is when a product can be bought in a store accessible from their location, they will buy it which
results to strongly agree.
The larger the number of assets and possibilities humans believe they possess, the fewer challenges they
expect to face, and the higher their thinking authority they have over their behavior. These resources and
possibilities may be categorized as both internal and external variables, including internal to the person in

IJFMR240323473 Volume 6, Issue 3, May-June 2024 10

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

question, such as abilities, skills, expertise, and consciousness (Peng Jung et al., 2019). This indicates that
consumer perceptions of ease or difficulty correspond to the purchasing behavior of Generations X, Y, and
Z in Calamba, Laguna demonstrating the importance the ease considerations on consumer choices. It
influences consumers’ preferences and decisions across groups. Such information may include a variety
of characteristics, such as product accessibility, purchase convenience, and more.

Table 9: Purchase Behavior in terms of Intention

Verbal
Indicators Mean
Interpretation
In the future, I intend to continue using newspaper and magazine, and
watching television, film, and other forms of media to see some 3.36 Strongly Agree
products that are applicable to me.
I believe I will be using products I purchase as much as I did this year or
3.36 Strongly Agree
more next year.
I plan to purchase a product regularly after my experience with it. 3.38 Strongly Agree
I plan to change the product I purchase based on its effectivity. 3.50 Strongly Agree
After being aware of a product, I plan to search for information about
3.51 Strongly Agree
the product first before purchasing it.
If I frequently saw a product exposed from a product placement, I intent
3.33 Strongly Agree
to buy the product.
Composite Mean 3.40 Strongly Agree

Intention is when the stronger the drive and intention of an individual to perform a certain behavior, the
higher the chance for them to execute its behavior (Asare, 2015). Purchase behavior in terms of intention
has a composite value of 3.40 with standard deviation of 0.41 and interpreted as strongly agree.
The table above shows that the indicator with the highest weighted mean of 3.51 is when after being aware
of a product, they plan to search for information about the product first before purchasing it which results
to strongly agree, while the indicator with the lowest mean of 3.33 is if they frequently saw a product
exposed from a product placement, they intent to buy the product which results to strongly agree.
As stated by LaMorte (2022), Intention refers to the factors that motivates and influenced a behavior. The
stronger the intention to act a behavior, the more likely the behavior will be performed. This indicates that
product placement influences the desire of purchasing a product among people of different generations.
The approach by which products are strategically positioned or displayed is more likely to influence
decision-making across all age groups. The accessibility and product placements across different situations,
such as marketing, retail establishments, and online platforms influences the purchase behavior of
Generations X, Y, and Z. In short, intentional exposure to products in specific areas or channels tends to
influence and drive purchase behavior among various ages in Calamba, Laguna.

IJFMR240323473 Volume 6, Issue 3, May-June 2024 11

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Table 10: Effect of Product Placement to Purchase Behavior of the Respondents

Regression Beta t-
Hypothesis p-value
Weights Coefficient value Decision
Product Placement has no significant
effect on the Purchase Behavior of Reject the
PP -> PB 0.564 12.601 <.001**
the Generations X, Y, and Z H0
Respondents
R-Squared 0.388
F (1,250) 158.777
Note: *p<0.05, **p < 0.001
PP: Product Placement,
PB: Purchase Behavior

A simple linear regression analysis was conducted to examine whether product placement (PP)
significantly predicted purchase behavior (PB) across multiple generational respondent groups. The model
explained 38.8% of the variance in purchase behavior (𝑅2 = 0.388). Product placement significantly
predicted purchase behavior, 𝐹(1,250) = 158.777, 𝑝 < .001. This indicates that product placement has
a significant effect on the purchase behavior of the generational sample.
Furthermore, the regression coefficient for product placement was statistically significant (𝐵 =
0.564, 𝑡 = 12.601, 𝑝 < .001) . This suggests that for every one unit increase in product placement
exposure, purchase behavior is predicted to increase by 56.4%. In other words, increased exposure to
product placements has a positive relationship with increased purchasing of those products across the
generations sampled.
This indicates that product placement is an effective marketing strategy as it significantly affects the
purchase behavior of Generations X, Y, and Z. It incorporates influence that can increase brand recall as
Table 1.3 indicates that Generations X, Y, and Z are able to recall product placements better when they are
exposed to it. Also, reach different audiences as product placement strategy occurs with the use of different
media platforms the way product placement easily blend into many types of media enables it to engage
with audiences of all ages in ways that typical advertising often fails to do. With the help of minimizing
the advertisement avoidance, it also influences the lifestyle objectives and leave a lasting impression on a
brand.
In accordance with Deane, M. T. (2022), according to the Bureau of Labor Statistics (BLS), around 20%
of start-ups fail within their first two years of operation, 45% within the first five years, and 65% within
the first ten years. Only 25% of newly established enterprises last 15 years or longer. With that, businesses
should determine the right comprehensive approach of marketing strategy that makes their brands stay in
business. With product placement strategy, media consumption habits are one of the challenges as
Generations X, Y, and Z consume different media platforms from their preferences. There are a lot of
media that product placement can be used, like television programs, movies, music videos, newspapers,
etc. With this, adopting multi-channel usage approaches can help in reaching a broad audience. Another
one is the attention span differences, different people have different interests so, it is important to create
concise advertisement that captures the attention of audience quickly as Table 1.1 shows that attention is
captivated when the product has a more obvious impactful presence.

IJFMR240323473 Volume 6, Issue 3, May-June 2024 12

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

According to Perwitasari et al. (2020), product appearance, product performance, the quality of the item,
brand image, ideas about the product, customer recognition, and product consistency affect to improve the
efficacy of product placement on the positioning of the brand. Furthermore, it has been discovered that
the characteristics that generate product placement, such are brand ambassador, packaging design, product
functionalities, product quality, and brand physical characteristics, influence the customer's desire to buy
items. Therefore, product placement positively impacts Generations X, Y, and Z on their purchase behavior.

CONCLUSIONS
Based on the findings of the study, the perception of Generations X, Y, and Z in product placement, the
overall response to attention, interpretation, and recall are all concluded as strongly agreed. The strategy
of using product placements effectively captures the attention of a diverse audience. It is clearly
understood by respondents from Generations X, Y, and Z and has a strong impact on their ability to recall
products. This positive alignment across attention, interpretation, and recall demonstrates the
effectiveness of product placement in reaching and connecting with Generations X, Y, and Z audience.
For the perception of Generations X, Y, and Z in purchase behavior, the overall response to attitude,
subjective norm, perceived behavioral control, and intention are all concluded as strongly agreed.
It implies that respondents have positive attitudes towards the product, perceived social support in terms
of purchasing, and they are confident in their ability to make purchase, and clear intention to do so. This
correlation indicates an advantage for affecting purchase behavior across multiple generations.
To conclude, product placement has a significant effect in shaping and indicates positive influential impact
of product placement strategies on consumer decisions within diverse groups. This influence results in
enhanced brand awareness, improved attitudes, and ultimately a higher possibility of consumers taking
positive actions, such as purchasing an advertised product. The effectiveness of the product placement
strategy appears to extend to a wide range of customer groups.

RECOMMENDATIONS
The study has shown that majority of the respondents know and are exposed to product placement. Thus,
this recommends that the business owners must consider utilizing almost all of the possible platforms in
using product placement as its marketing strategy. It is also shown that perception on product placement
of various generation in Calamba, Laguna in terms of attention has resulted to overall strongly agreed.
Therefore, it is recommended for business owners to come up with a strategic idea from which their
product will appear in product placement. This way, the product will catch much of the viewer’s attention
and will increase the possibility of the product being recalled by the people who have seen it. Thus,
accomplishing the theory of perception process.
The perceived behavioral control has been answered by the respondents as strongly agreed. With that, it
is recommended by the business owners to consider improving their distribution management. This step
will be a great way for the product to me more accessible to its target market and also, this will affect the
purchase behavior of the costumer’s as it is easy for them to look and buy.
Based on the result of the study, it is proven that Product Placement has a significant effect on the Purchase
Behavior of different generations. Therefore, it is recommended for the business owners to use this
marketing strategy to come up with a better usage of product placement to increase the reach the product.
Universities should use this study, analyze its finding to help future researchers with their research.
Universities should use this as a tool to give knowledge, understanding, and information to those who seek

IJFMR240323473 Volume 6, Issue 3, May-June 2024 13

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

for it and those who are studying the same field. It is recommended to keep a copy of this research in the
library to keep a body of knowledge that can possibly contribute to the betterment of the industry and
education.
The researchers are highly encouraged to publish this work online to elevate its reach and increase the
possible readers; thus, this study can help a lot of students who are exploring the same topic and even
teachers and professors who aims to discuss such topic to their students.

APPENDICES
Certification of SPSS Use

IJFMR240323473 Volume 6, Issue 3, May-June 2024 14

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Certification of Anti-Plagiarism

IJFMR240323473 Volume 6, Issue 3, May-June 2024 15

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Certification of Grammarian

IJFMR240323473 Volume 6, Issue 3, May-June 2024 16

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

Certification of Language Editing

IJFMR240323473 Volume 6, Issue 3, May-June 2024 17

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

ACKNOWLEDGEMENT
The researchers would like to extend their heartfelt gratitude to everyone who guided in making this study.
To everyone involved from title defense to final defense, as well as those who helped in making major
contributions to this study. This research would not have been possible without your persistent support
and hard work, which the researchers sincerely appreciate.
To our research adviser, Ms. Mikee Marbacias CTP, MBA for guiding us and providing advice during
this research. We would like to express our sincere gratitude as this research would not be possible without
their constant assistance, encouragement, as well as her advice, and knowledge about our topic. Her
assistance in our study makes the research a success.
To our research professor, Ms. Meriam Manaig MM-PM, CHRME, CHRMP, we would like to express
our gratitude for her helpful advice, guidance, and reminders about this research. We would also like to
thank her for validating our research questionnaire and for guiding us with our study. This enhances our
educational experience and helps guarantee the validity of our research.
We would also like to thank Ms. Ruishiell May T. Oasay, CTP, MSTM, CGSP, our statistician in this
research, and Ms. Pauline M. Cayaban, BSCS, MBA, and Mr. Daniel B. Ogayon, MBA who validated
our survey questionnaires for helping us provide an informative analysis, improvements and suggestions,
and guidance on this study. Their help in this study improves the quality and legitimacy of our work.
To our chairman of the panel and Program Chair of the College of Business Administration and
Accountancy, Fritz A. Perez, CPA, CEMP, MRITAX, CTT, MBA for his insightful remarks and ideas
that have greatly improved our work. Also, to our external panel, Mr. Richard Perez for his thorough and
critical evaluation and recommendations that helped us improve our manuscript.
To our Dean, Dr. Jayson M. Villapando, DBM-HM, CHMP, CHIA, another internal panel who makes
his insightful feedback and recommendations for improvements in this research. We sincerely appreciate
their help and advice during the conduction of this study. A sincere thank you is extended to our
respondents, whose valuable contributions in answering our questions have been instrumental to the
success of this study.
Above all, the researchers are deeply grateful to Almighty God for his love, wisdom, protection, and
courage throughout this study. This journey has been made possible by divine guidance, and we gratefully
accept all the blessings we have experienced while seeking knowledge and understanding.

REFERENCES
1. Belch, G. E., & Belch, M. A. (2021). Advertising and Promotion: An Integrated Marketing
Communications Perspective. New York: McGraw-Hill Education
2. Kuenang, C. D., Lapian, S. L. H. V. J., & Tielung, M. V. J. (2022). EXPLORING THE
EFFECTIVENESS OF PRODUCT PLACEMENT IN MOVIE AND TV SHOW TOWARD
PURCHASE DECISION IN MANADO. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis
Dan Akuntansi, 10(1), 1219–1226. https://doi.org/10.35794/emba.v10i1.39415
3. Shoenberger, H., & Kim, E. (Anna). (2019). Product placement as leveraged marketing
communications: the role of wishful identification, brand trust, and brand buying behaviours.
International Journal of Advertising, 38(1), 1–17. https://doi.org/10.1080/02650487.2017.1391678
4. Shaw, S. C., Ntani, G., Baird, J., & Vogel, C. A. (2020). A systematic review of the influences of food
store product placement on dietary-related outcomes. Nutrition Reviews, 78(12).
https://doi.org/10.1093/nutrit/nuaa024

IJFMR240323473 Volume 6, Issue 3, May-June 2024 18

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

5. Perwitasari, D. A., & Paramita, E. L. (2020). PRODUCT PLACEMENT ON KOREAN DRAMA AS

AN EFFECTIVE TOOL FOR BRAND POSITIONING (CASE STUDY: LANEIGE). Jurnal Muara
Ilmu Ekonomi Dan Bisnis, 4(1), 145. https://doi.org/10.24912/jmieb.v4i1.7717
6. Chernikova, Angelina & Branco, Murilo (2021). Businessperspectives.org.
https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/12
489/IM_2019_03_Chernikova.pdf
7. Streicher, Mathias C. Estes, Zachary. Büttner, Oliver B. City Research Online. (2020).
https://doi.org/10.1093/jcr/ucaa054
8. Orquin, J. L., Bagger, M. P., Lahm, E. S., Grunert, K. G., & Scholderer, J. (2019). The visual ecology
of product packaging and its effects on consumer attention. Journal of Business Research.
https://doi.org/10.1016/j.jbusres.2019.01.043
9. Bialkova, S., Grunert, K. G., & van Trijp, H. (2020). From desktop to supermarket shelf: Eye-tracking
exploration on consumer attention and choice. Food Quality and Preference, 81, 103839.
https://doi.org/10.1016/j.foodqual.2019.103839
10. Florack, A., Egger, M., & Hübner, R. (2020). When products compete for consumers attention: How
selective attention affects preferences. Journal of Business Research, 111, 117–127.
https://doi.org/10.1016/j.jbusres.2019.05.009
11. Jerath, K., & Ren, Q. (2020). EXPRESS: Consumer Rational (In)Attention to Favorable and
Unfavorable Product Information, and Firm Information Design. Journal of Marketing Research,
002224372097783. https://doi.org/10.1177/0022243720977830
12. Niosi, A. (2021). The Perceptual Process. Opentextbc.ca.
https://opentextbc.ca/introconsumerbehaviour/chapter/the-perceptual-
process/?fbclid=IwAR1LEqCh0yEEY2be9Bbt99OLEVNhXpfrGSeRWcduBEW2vMVYKwfYztN
Wr3M
13. Shehab, G., & Fakhri. (n.d.). Consumer Interpretation of Social Media Campaigns “A Qualitative
Research on Millennials’ Interpretation of SMM Campaigns.” Retrieved November 19, 2023, from
https://www.diva-portal.org/smash/get/diva2:1663236/FULLTEXT01.pdf
14. Cross, V. (2019, March 6). The Stages of Perception in Marketing. Chron.com.
https://smallbusiness.chron.com/stages-perception-marketing-22161.html
15. Jyosthna, G. (2020, November 4). Consumer Perception: Meaning, Definition, Process, Elements,
Concepts, Factors. Essays, Research Papers and Articles on Business Management.
https://www.businessmanagementideas.com/consumer-behavior/consumer-perception/21526
16. Gurjant, A. (2019, September 28). Economics Discussion.
https://www.economicsdiscussion.net/consumer-behaviour/perception-in-consumer-behaviour/31874
17. Raithel, S., Hock, S. J., & Mafael, A. (2023). Product recall effectiveness and consumers’ participation
in corrective actions. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-
023-00967-x
18. Nautiyal, M. (2021). Importance Of Brand Recall And Recognition In Repeat Purchase Behavior: A
Quantitative Analysis. Tobacco Regulatory Science (TRS), 4588–4593.
https://doi.org/10.52783/trs.v7i5-1.1408
19. Somani, P. (2021, July 17). What Is Brand Recall? How to Measure & Enhance It? Feedough.
https://www.feedough.com/brand-recall/

IJFMR240323473 Volume 6, Issue 3, May-June 2024 19

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

20. S. L. Mak, Fanny W. F. Tang, C. H. Li (2020). The Influence and Good Practice of Product Recall on
Brand Image and Customer Perceived Product Quality. International Journal of Business, Humanities
and Technology, 10(2). https://doi.org/10.30845/ijbht.v10n2p2
21. Bhasin, H. (2019, August 22). What is Brand Recall? Importance, Measurement & Strategy.
Marketing91. https://www.marketing91.com/brand-recall/#google_vignette
22. Lipowski, M. (2018). The Differences between Generations in Consumer Behavior in the Service Sales
Channel. Annales Universitatis Mariae Curie-Skłodowska, Sectio H, Oeconomia, 51(2), 159.
https://doi.org/10.17951/h.2017.51.2.159
23. Robinson, E. G. (2023, September 28). Determining Behavioral Differences of Y and Z Generational
Cohorts in Online Shopping. Purdue University Center for Food and Agricultural Business.
https://agribusiness.purdue.edu/deciphering-online-shopping-behaviors-of-generations-y-and-
z/?fbclid=IwAR11wTe9WMMzwSCexlIgjWQFewLXjwiQsZ5TthO8lGDrhv3WwDQ94h35Pn8
24. Muralidhar, A. & Raja M. (2019). Understanding the purchase intention characteristics of Gen Y and
Gen Z and introspecting the modern demand variables in fashion industry Need to explore the demand
characteristics & Purchase intention in the arena of fashion. International Journal of Scientific and
Engineering Research.
https://www.researchgate.net/publication/338697411_Understanding_the_purchase_intention_charac
teristics_of_Gen_Y_and_Gen_Z_and_introspecting_the_modern_demand_variables_in_fashion_ind
ustry_Need_to_explore_the_demand_characteristics_Purchase_intention_
25. Sharma, H. & Srivastav, P. (2023). Purchase Preference of Generation Z: A Comparison with Gen Y
and Gen X. Vol 5. 10.36948/ijfmr.2023.v05i04.5767. International Journal For Multidisciplinary
Research.
https://www.researchgate.net/publication/373688733_Purchase_Preference_of_Generation_Z_A_Co
mparison_with_Gen_Y_and_Gen_X
26. Chen, N. (2020) Impact of gender on consumer buying behavior In Partial Fulfillment of the
Requirements for the Bachelor of Science in Marketing by.
https://wkuwire.org/bitstream/20.500.12540/437/1/wku_etd001_cbpm01_000409.pdf?fbclid=IwAR2
uZKgDuVBCgSzL4frZq7_V_zKeKCmYuXwPbSqwnC1ync_4oloOz-Hvm2I

IJFMR240323473 Volume 6, Issue 3, May-June 2024 20