ACKNOWLEDGEMENT

We would like to thank the following persons that have become a big part and made this research

possible:

First of all, we are grateful to the Almighty God for giving us the strength and knowledge

to finish this research.

We would like to express our deepest appreciation to our research adviser, Professor

Angelita E. Nocon who patiently gave us advices, for guiding, imparting her knowledge and

expertise, and helping us in order to make the research a well done achievement.

To all our blockmates and friends, who are also busy doing their own research study but

never forgets to cheer us up and gives us support that motivates us to continue and finish this

research presentable.

To our family, we would like to express our gratitude for understanding, patience and

undying belief in us. Also, for financial support and for the encouragement which helped us in

the completion of this research.

We are highly indebted to Polytechnic University of Philippines Santa Rosa Campus for

their guidance and constant supervision as well as helping every student to be able become a

responsible in the future.

And lastly, to all the respondents for all their honest and cooperative response to all the

questions solicited in this research study.

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DEDICATION

We would like to dedicate this research study to the Almighty God, to our beloved

families and friends who have been the best cheerleaders, to Polytechnic University of the

Philippines Santa Rosa Campus, to our blockmates, instructors and to our professor for this

subject, Professor Angelita E. Nocon.

We would also like to dedicate this research study to our fellow Marketing Management

students; we knew that this research will serve as information to help them in the near future.

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Table of Contents

Approval Sheet……………………………………………………………………………i

Abstract…………………………………………………………………………………...ii

Acknowledgement………………………………………………………………………..iii

Dedication………………………………………………………………………………...iv

Table of Contents…………………………………………………………………………1

CHAPTER I – The Problem and its Background

Introduction………………………………………………………………………………

Background of the Study…………………………………………………………………

Theoretical Framework…………………………………………………………………..

Conceptual Framework…………………………………………………………………..

Statement of the Problem………………………………………………………………...

Hypothesis……………………………………………………………………………….

Significance of the Study………………………………………………………………..

Scope and Limitation…………………………………………………………………….

Definition of Terms………………………………………………………………………

CHAPTER II – Review of Related Literature and Study

Foreign Literature………………………………………………………………………..

Foreign Study ……………………………………………………………………………

Local Literature…………………………………………………………………………..

Local Study………………………………………………………………………………

Synthesis of Related Literature and Study……………………………………………….

CHAPTER III –Methodology of Research ……………………………………………..

Research Method………………………………………………………………………….

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Population and Sample Size…………………………………………………………….

Description of the Respondents…………………………………………………………

Instrumentation…………………………………………………………………….

Data Gathering Procedure………………………………………………………………

Statistical Treatmentof Data……………………………………………………………

CHAPTER IV – Presentation, Analysis and Interpretation of Data

CHAPTER V – Summary, Conclusion and Recommendation

Summary………………………………………………………………………………..

Conclusion……………………………………………………………………………....

Recommendation………………………………………………………………………..

Bibliography…………………………………………………………………………….

Appendix A

(Letter of Request)………………………………………………………………………

(Sample Size)……………………………………………………………………………

(Individual Data of Respondents)………………………………………………………

(Chi-square Data)……………………………………………………………………….

(Curriculum Vitae)……………………………………………………………………...

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