The Perceived Effect of Product Placement on the Purchase Behavior of Generations X, Y, and Z in Calamba, Laguna

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.