Table of Contents

Page
I.

Acknowledgment

II.
III.

3
Introduction
Statement of Problems

IV.
V.
VI.

5
Objectives of the study
Significance of the study
Scope
and

VII.

7
Definition

8
VIII. Conceptual
IX.

10
Related Review Literature

X.

11
Bibliography

XI.

15
Questionnaire

6
7
Limitations
of

terms
Framework

17

Biographical data
The author luzvimindaBasan, was born on 5th day of November 1996 at
Laspias City. She is the youngest daughter of MrOlimpioBasan and Mrs.
Carmelita Basan and presently residing at 93 sampaguitast.hopeland
neighborhood assc. greenvalleymolino 2 city of bacoorcavite.
Sher finished her elementary education in golden acres annex elementary
school and completed her high school in golden acres national high
school.She is now a hardworking and passionate student while taking
Business Management major in Marketing at Cavite State University, City of
Bacoor.

Biographical data
The author Ma.Mhelgerine Valdez was born on the 7th day of June 1997 at
Manila. Second daughter of mr.Virgilio Valdez and Emily Valdez.
She finished her primary education in Benito Nieto Elementary
School, San Jose Bulacan City. And continued her secondary at Sta. Lucia
High school, Quezon City but she graduated at Bacoor National High school,
Molino 2. She is now committed and fearless to finish her tertiary with the
degree of Bachelor of Science in Business Management major in Marketing at
Cavite State University, city of Bacoor

I. Acknowledgment
This research titled Effects of word-of-mouth advertising in buying decisions
on android phones of selected college student in Cavite State University, City
of Bacoor. Started out and inspired by the Advertising seminars at Saint
Benilde and Dela Salle Dasmarias and unstoppable inventors in making and
updating mobile phones.
First of all we want to thank our partner GOD for His grace,
provision, strength, hope and wisdom that He has given to finish this
research paper with love.
We want to thank our dearly Professor that guide us from the start
until we finish this Research Paper.
And finally thank you for all the prayer warrior our friends,
classmates, church mates and loved ones that encourage us to keep going
and do not quit. You guys are amazing.

Thank you and to God be the Glory

II. Introduction
Everyone loves to share a story about good or bad experiences in an
event, services or products. Advertising is the most used tactics to introduce
the name of your product or service in the market. And this is the key
weapon of a marketer. Word-of-mouth advertising is the passing of
information from person to personally by oral communication. It is started
from one consumer tells other a story about the satisfaction gain in a
products or services. WOM is the less cost marketing strategy yet plays an
important role in increasing customer commitment, brand awareness and
product sales. The messages or testimony are verbally transmitted in speech
that affects the thinking of one person and the society. This is far reaching
the consequences of the emotional, cognitive, behavior, traditions and belief
for both consumers and pro consumers.
Recommendation is the words that describes or define the WOM.
People really love to recommend the type of brand he trusts. The most
influential that may affect the decision of a prospect and consumer in
purchasing a products or services are family, friends, professionals and also
the social media. Internet is a viral marketing methods used in the recent
generation. It is very opposite or intertwined to the WOM advertising.
Moreover the customer itself decides of whose opinion and choices he trust
and believe.
Marketers have always hoped to achieve positive word-of-mouth
because of the effectiveness of strategy. And it is traditionally achieved by
creating products, services and customer experiences that generate
conversation. The most advocaciestake place offline, all consumer
conversations about brands happen face-to face and it has the biggest
percentage than phone and online marketing. (Keller Fay and Delliotte). And
its the reason why marketers focus on the offline world- society. So that until
now WOM has the biggest impact in the society rather than the online world.
5

WOM is not only the most trusted source of consumer information, but it is
the most likely to be acted upon.(Nielson survey 2013)
Mobile phone was started April 3, 1973. Before, it was a phone that can
make and receive calls over a radio frequency but as time goes by because
of the playful mind of inventors they create and invent modern phones
recently was introduce to android phones and everyone want to have
it.Android is the very best features you can enjoy and how to update the
latest version. It has more application not only messages and calls but totally
satisfy the fashionable world of person. This is means you can easily look for
information on the web. Having a highly customizable and can altered to suit
your tastes and needs is a dream of every student. Unquestionably, that is
the reason why the researchers conducting a study concerning word-ofmouth advertising and how it helps the success of android phones industry
through traditional strategy.
III. Statement of Problems
The study aimed to answer the following question regarding the effects
of word-of-mouth advertising in buying decisions on android phones of
selected college student in Cavite State University, City of Bacoor.
1. What is the socio-economic profile of the college students in terms of
1.1age
1.2 gender
1.3monthly allowance
2. What are the social problems encountered by college students in WOM
regards to buying decision for android phone?
3. What are the factors that influence their decision?
4. What is the level of buying decision in purchasing android phones?
4.1 interests
6

4.2 perceptions
4.3 product preference
4.4 social influences

5. What is the level of influence of the relationships of college students

between the
5.1
5.2
5.3
5.4
5.5

following story tellers :

Parents
Siblings
Friends
Professionals
Social media

6. What is the level of effectiveness to college students in purchasing

android phones in terms of;
6.1 Age of the story teller
6.2 Gender of the story teller
6.3 Status of the story teller
IV. Objectives of the study;
1. To determine the level of effectiveness of as perceived by college
students to the different medium of WOM in buying android phones.
2. Identify the problems encountered by the selected students in WOM w/
regards to buying decision for android phones.
3. Determine the socio economic profile of the selected students.
4. To determine the buying decision of college students on purchasing
android phones from his social relationships.
5. To determine the impact of storytelling advertising in decision making
of college students.
6. To determine the help of WOM advertising in bringing high sales and
customer loyalty in the industry of android phones.

V. Significance of the study

The result of the study would have been significant to the number of
individuals, some of whom will include the following:
Researcher this research paper will help the researchers in doing
projects about word of mouth advertising, and how it affects on the
business and on their brand image.
Business Man in this study it would give relevant information about
the effects of Word-of-mouth Advertising, and as to what particular
form of marketing strategy plays more effectively and ranks high in the
priority list of marketers in promoting their products or services.
Society this study could provide information about the products
offered in the market and importance of Word-of-mouth advertising to
their daily lives and purchases.
Teachers and professors benefit from this study because they will
be able to make the use of information imparted on this research in
preparing lesson plan.

VI. Scope and Limitations

The conducted research is The effects of word-of-mouth advertising in
buying decisions on android phones of selected college student in Cavite
State University, City of Bacoor. The information used of researchers is
based on the distributed questionnaire to the selected students in Cavite
State University. There are six courses in Cavite State University, City of

Bacoor.

The

researchers

select

three

courses-

Psychology,

Business

Management and Information technology.

VII. Definition of terms

Advertising- is a form of marketing communication used to promote
or sell something, usually a business's product or service.
Android Phones- is a phones that can generate not only calls and
messages but a Smartphoneoperating system (OS) developed by
Google.
Brand image- is the impression of the consumers mind of a brands
total personality.
Buying Decisions-is the process a customer goes through when
buying a product.
College Student- a person enrolled in a higher educational
institution.
Consumer awareness-

is the extent to which a brand is recognized

by potential customers, and is correctly associated with a particular

product.
Customer- is aperson who buys goods or services from a store or
business.
Customer loyalty- is a consistently positive emotional experience,
physical attribute-based satisfaction and perceived value of an
experience, which includes the product or services.

Interest- the state of wanting to know or learn about products and

services.
Marketer- is a person who sells or offers a specific products or
services to the customers.
Marketing strategy- An organization's strategy combines all of its
marketing goals into one comprehensive plan. A
good marketingstrategy should be drawn from market research and
focus on the right product mix in order to achieve the maximum profit
potential and sustain the business.
Preference- a greater liking for one alternative over another or others
Social influence- these are the actions, reactions, and thoughts of an
individual influenced by other people or groups. It may be represented
by peer pressure, persuasions, marketing sales and conformity.
Socio-economic- is the interaction of one person to other person in
social and economic factors
Testimony-is a form of evidence that is obtained from a witness who
makes a solemn statement or declaration of fact.
Word-of-Mouth- is also known as viva voce, is the passing of
information from person to person by oral communication, which could
be as simple as telling someone the time of day.

10

VIII. Conceptual Framework

In analyzing the effect of word of mouth in the decision buying on
android phones of College students in Cavite State University, the study was
imbed of input and output variable shown the figure below.

Independent variable
Dependent data
variable
Demographic
of respondents

Age
Gender
Course
Monthly
Income

Process
Questionnaires
And
Surveys

The level of
effectiveness in
using Word-of-Mouth
advertising for
recommending
android phones to
the college students
in Cavite state
Universityt,city of
Bacoor.

11

The conceptual framework process of this study is started from the

independent to dependent variable. The input contain of the demographical
data of the respondents including age, gender, course and monthly income
of selected college students. With the use of questionnaires and survey it
determines the effect of Word-of-Mouth in influencing the decisions on
buying android phones.

IX. Related Review Literature

Word-of-Mouth
Word-of-Mouth (WOM) is the primary factor behind 20% to 50% of all
purchasing decisions. Its influence is greatest when consumers are buying a
product for the first time or when products are relatively expensive (factors
that tend to make people conduct more research, seek more opinions, and
deliberate longer than they otherwise would). And its influence will probably
grow because the digital revolution has amplified and accelerated its reach
to the point where word of mouth is no longer an act of intimate, one-on-one
communication. Today, it also operates on a one-to-many basis: that is,
product reviews are posted online and opinions disseminated through social
networks. Some customers even create Web sites or blogs to praise or
punish brands. (October 18, 2012 By Judy Onghai, Ph.D.)
An objective of this research is to determine the word of mouth effects
on consumers buying decision negative or positive. The collected data is
primary and it is collected from different areas of Karachi city of Pakistan
12

from students of colleges, universities and households. Sample size is one

hundred. The collected information/and data is evaluated with the help
Frequency Distribution and ranking (Statics Technique). In conclusion it is
revealed that for purchasing mostly consumer trust on word of mouth. The
respondents seem like to have an impact on consumers decision and close
family, close friend, and other associates. More result shows two things can
be the reason to create difficulties for the company such as a bitter
experience of any product/service and any comments (word of mouth
especially negative) because negative word of mouth or any negative
comments about anything influence strongly than positive. Viral Marketing is
getting very common in e-business especially for consumers and buyers.
(RizwanRaheem Ahmed October 31, 2014)
Word- of-mouth advertising is an unpaid form of promotion oral or written in
which satisfied customers tell other people how much they like the business,
product, service, or event.
According to entrepreneur media, word-of-mouth advertising is one of
the most credible forms of advertising because people who dont stand to
gain personally by promoting something put their reputations on the line
every
time
they
make
recommendations
(www.word-ofmouth_marketing.com)

The key distinguishing characteristic of social media is that its social.

Individuals communicate with each other and share content, rather than just
being recipients of marketers content. Marketers must tie into that
information-spreading process in order to take advantage of its unique
capabilities. Without the sharing element, this new media would be more like
a broadcast medium, with content being sent from one person (or marketer)
to a vast population. It might or might not be an effective way to get
marketing messages to consumers. That would depend on whether it does a
better
job
than,
say,
television
or
print.
(https://www.ama.org/publications/MarketingNews/Pages/The-Power-of-Wordof-Mouth)

13

WOMMA is strategically focused on providing research insights for its

members and the public. The Research & Measurement Council (RMC),
created in 2005, has been driving projects, education and guides around the
measurement of word of mouth marketing and social media marketing.
The RMC is responsible for developing projects, programs and tools that
engage marketers and create an understanding of the importance of
integrating metrics and measurement into WOMM and social media
marketing campaigns. (httpss://womma.org/free-womm-resources/)

Word-of-mouth advertising is now very important in any business

because traditional marketing methods are not as effective at reaching
target audiences as they once were (smith 2007) and Keller (2007). A
marketer initiated communication appears to be declining as consumerdriven recommendations of product increase in importance (Eccleston and
Griseri 2008)

Word-of-mouth advertising is not limited by money or other constraints

like social time, family, or physical constraint. Internet reduces even more
the boundaries of communication between people. It is consumer-centric;
WOMA occurs between people. And these people decide who they trust if the
conversation take place in making up their minds about purchasing the
product or service or working with a company too. (Dwyer, 2007)

Android Phones
Phone is the most effective and use tool to communicate to other
people in the different countries and cities. And a tool for taking memories in
every season and event of a persons lives, so that having an updated and
modern phone can easily catch up the unstoppable wants of a consumer in
terms of gadgets. Research shown data and information about the android
14

phones. The conclusion finds that on average 87.7% of android devices are
exposed to at least 11 known critical vulnerabilities." Means the androids
security failing to provide updates to fix vulnerabilities, which is why some
androids are insecure. Back 2010 the University of Cambridge collected
survey about android version and build number information from over
20,400devices, then the study compared this version information against 13
critical vulnerabilities. And each individual device labeled secure or
insecure based on whether or not OB version. The study found that
Googles Nuxus devices were the most secure out there, with a FUM score of
5.2 out of 10. It is shows of how far the android ecosystem has to go to
protect its user. (Ron Amadeo Oct. 14,2015- 08:03 am CST)
Consumers Behavior
Marketers said that customer is always right and understand the
indescribable behavior of their customer. The consumers behavior
influences by his friends or family to decide of what products or services you
must purchase. This research involves of determining the consumers go
through before he decide. A marketer always determines and creates need
and makes the consumers search out and buy a products or services.
Internal stimulus is a need for something and can be a very basic impulse,
while external stimulus is affected by outside influences such as friends and
other people. The key weapon of marketer for this is through advertising.
Customer need an information about the product or service offer, the
information search help him to find data. Internal information search is
information utilizes from your memory and external information search is a
process of seeking it in the outside environment. The research said that 21
to59% affect the buying decision process and are influenced by their selves
and other people. (Harris 20009)

15

Other factors affecting the consumer behavior is an online marketing.

40% percent of consumers in online claimed that they would not buy
electronics without seeking reviews. In the marketing world, Dhar said
meaningless attributes often lead to meaningful differentiation but Dan
McGinn, president of a research and strategy consultancy in Arlington there
are huge incentives in consumer markets even for competing companies to
make everything the same. Cognitive fluency are tendency to prefer things
that are familiar and easy to understand, for marketers it means the easier
to understand your offer is, the more likely people are to buy it. (Peep Laja)

X. Bibliography
http://conversionxl.com/9-things-to-know-about-influencing-purchasingdecisions/
http://arstechnica.com/security/2015/10/university-of-cambridge-study-finds87-of-android-devices-are-insecure/
16

https://recombu.com/mobile/article/what-is-android-and-what-is-an-androidphone_M12615.html
https://en.wikipedia.org/wiki/Word_of_mouth
https://en.wikipedia.org/wiki/Consumer_behaviour
www.word-of-mouth_marketing.com
https://en.wikipedia.org/wiki/Mobile_phone
httpss://womma.org/free-womm-resources/
https://www.ama.org/publications/MarketingNews/Pages/The-Power-of-Wordof-Mouth
October 18, 2012 By Judy Onghai, Ph.D. a new way to measure WOM
marketing
Impact of Word of Mouth on Consumer Buying Decision by RizwanRaheem
Ahmed

European Journal of Business and Management, Vol.6, No.31, 2014, ISSN

2222-2839

17

APPENDIX

Republic of the Philippines

18

CAVITE STATE UNIVERSITY BACOOR

Phase II, Soldiers Hills IV, Molino VI, City of Bacoor

Questionnaire: in determining the Effects of word-of-mouth advertising in

buying decisions on android phones of selected college student in Cavite
State University, City of Bacoor. Put a check on the box that symbolize of
your answer.

1. Name;(optional)
2. Gender ;
3. Age;

4. Course; BSBM

I.T

Psychology

Year;

5. Monthly Allowance
6. Are you aware about the Word of Mouth advertising? YES

NO

A LITTLE
7. Have you tried to buy an android phone because of something that
influences you to purchase because of its benefits?
a) Yes
b) No
8. My behavior in purchasing a phone is/are through the recommendation
of my:
a. Siblings
b. Parents
c. Friends
d. Professionals
e. Social media
9. Are you aware about the Android Phones? YES
10.

NO

A LITTLE

Are you a loyal customer of a certain brand of an android

phone?
a) Yes
b) No

19

11.
What is your standard in buying an android phone?
a) Features
b) Design
c) Brand
12.

I believe on the recommendations when her/his;

a. Age; Eldest
Middle
Youngest
b. Gender; Female
Male
c. Status; Married
Single

13.

I prefer to buy phone when the marketing tool used is

a. WOM Advertising
b. Social media Advertising

14.

I prefer to buy phone in terms of my

a. Needs
b. Interest
c. Features
please specify;
What are the phones features affects you to buy?

15.
16.

What are the social problems encountered by college students in

WOM regards to buying decision for android phone?

Signature

20