Chapter-1-3.docx

BRAND EXTENSION AND PARENT BRAND IMAGE TOWARDS CONSUMER PREFERENCE ON FAST MOVING CONSUMER GOODS

A Market Research Submitted to the Faculty of the College of Business Administration Lyceum of the Philippines University-Cavite

In Partial Fulfillment of the Requirements of the Degree Bachelor of Science in Business Administration Major in Marketing Management

Cherry Ann P. Barte Nicole Ann R. Panzo Renalyn R. Sagono March 2018

CHAPTER 1

INTRODUCTION

Background of the Study One important reason why brand is important to consider when we purchase a product is that it helps customers know what to expect. As stated Deocareza (2016), the Philippine economy grew at 6.4 percent in the first quarter of 2017 due to the recovery of the agricultural sector. Consumers continue to purchase in bigger basket sizes, they also patronize cheaper categories and products, as well as products in promotions, leading to a slower growth in total Philippine FMCG spending at 4.6%. Though the FMCG market now stabilizes in NCR, spending in North Luzon and Visayas remains strong this quarter, growing at 8-9%. Channelwise, traditional trade dominates the market but with hyper/supermarkets, drugstores, market stalls, and convenience stores becoming increasingly vital venues. Snacks emerge as the top FMCG category, overtaking Instant Coffee Powder in the first quarter of 2017.

According to Keller & Aker (year), as cited by Kenya (2016), brand extensions are introduced to the market instead of new brand creation due to easy acceptance of new products by the consumer mostly when the parent brand and extension is in regard to category of the product. The concept of branding has been around for hundreds of years and likely much longer. The word brand is derived from the word brandr, a word from Ancient Norse meaning to burn. Livestock farmers in the past and even today place burn marks on their animals to identify them. Every year a huge number of new products in different categories are launched worldwide. Branding is one of those marketing concepts that is a bit unclear and

can quickly become confusing. Management” a standard

According to Philip Kotler, author of “Marketing

textbook defines a brand as: a brand is a name, term, design,

symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Brand extension is a common method used by companies to launch a new product by using an existing brand name on a new product in a different category. A parent brand is an existing brand that gives rise to a brand extension by supporting the allied products/services by sharing its brand identity. We now have lots of varieties of products to choose from. FMCG or Fast Moving Consumer Goods or consumer packaged goods are products that are sold quickly at relatively low cost. People usually buy these products on a regular basis, such as coffee, bread, instant noodles and toiletries. Brand extension strategy is extensively used in the Fast Moving Consumer Goods (FMCG) segment.Companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under known brands. This is why different companies have so many advertising and marketing techniques to capture the customer’s attention. We want to know the perception of the consumers towards fast moving consumer goods on brand extension and parent brand image. After knowing their perception, we want to know how much if affects them. Also, we want to know how brand extension affecting parent brand image towards consumer preference on fast moving consumer goods. Therefore, this study is to analyze the influence that brand extensions have on parent brand image. After analyzing the information obtained, we will know the consumer preferences towards fast moving consumer goods.

Statement of the problem This study will investigate the consumer preference on fast moving consumer goods towards brand extension and parent brand image Specifically, this research will answer the following questions: 1. What are the demographic profile of the participants in terms of: 1.1 age, 1.2 gender, 1.3 educational attainment, 1.4 occupation, and 1.5 monthly income/allowance? 2. What is the perception of the participants towards brand extension in terms of: 2.1 similarity, 2.2 feelings and experience, 2.3 familiarity, 2.4 brand personality, and 2.5 perceived fit? 3. What is the perception of the participants towards parent brand image in terms of: 3.1 Customer Attitude 3.2 Customer Demand 3.3 Usage of Brand image 4. What are the consumer preferences towards fast moving consumer goods in terms of: 4.1 Product, 4.2 Price, 4.3 Place, and 4.4 Promotion? 5. Is there any significant relationship between parent brand image and brand extension towards consumer preference on fast moving consumer goods? 6. What is the influence of brand extension and parent brand image towards consumer preferences?

Conceptual Framework Three studies that investigated the influence of brand extension and parent brand image towards consumer preference on fast moving consumer goods or FMCG. The study shows that brand extension have a significant effect on the parent brand image. Brand extensions influence knowledge about parent brands that will lead to consumer preference on fast moving consumer goods. Independent Variables

Brand Extension  Similarity  Feelings and Experience  Familiarity  Brand Personality

Dependent Variables

Consumer Preference

4P’s of Marketing Parent Brand Image    

Customer Attitude Customer Demand Usage of Brand image Product Quantity

Product Price Place Promotion

Figure 1 The dependent and independent variables

Hypotheses H01: There is no significant relationship between parent brand image and brand extension towards consumer preference on fast moving consumer goods. H1: There is a significant relationship between parent brand image and brand extension towards consumer preference on fast moving consumer goods.

Significance of the study This study will provide insight to brand managers, retailers, consumers and future reseachers about brand extension and parent brang image towards consumer preferences on fast moving consumer goods. Brand Managers will benefit in decision making processes as to how brand extension strategies may help to determining whether a brand extension is appropriate. Brand manager helps to determine whether newly extended brands should be introduced in the marketplace. Retailers will have a better knowledge about the reasons why the consumers buy fast moving consumer goods. Consumers will be provided with some knowledge on what are their preferences on fast moving consumer goods. Future researchersthis research will be a useful reference for the researchers who would plan to make any related study. The ideas presented may be used as reference data in conducting new researches or in testing the validity of other related study.

Scope and Limitation of the study The target of the study consisted of 100 random consumer in selected cities in Cavite. By the use of survey questionnaires, the researchers aim to determine the preference of consumer towards fast moving consumer goods. The study will start from the first quarter of S.Y 2018 and will end at the second quarter of 2018. The defense will be done in the same quarter. After the said defense, revisions will be made. Studies are limited to consumers in selected cities in Cavite. The selected cities in Cavite are as follows: The City of Imus and Dasmariñas. Because these city have many establishments and the number of population is huge. According to the 2018 census, the City of Imus has a population of 403,785 people while the City of Dasmariñas has 734,845 people.

Definition of Terms The following terms used in the study were defined operationally for better understanding: Consumer Preference refers to the liking or wanting of one person more than another. Brand Extension refers to extending an established brand name on new products. Fast moving consumer goods or FMCG refers to items that are purchased and consumed frequently by consumers. The term were defined literature: Parent Brand Image. These are usually known as the “corporate brand” or even technically speaking the “holding company”. It is the originator and the owner of an existing

brand that gives rise to a brand extension by supporting the allied products/services by sharing its brand identity (Friederichsen, 2016).

CHAPTER II

LITERATURE REVIEW

Related Literature This chapter contains related literatures that tackle the different concept, understanding and ideas which are helpful in the study. The information were gathered from books, previous studies and online. This chapter focuses on the perception of participants towards brand extension and parent brand image, consumer preferences and fast moving consumer goods.

Brand Extension According to American Marketing Association has defined branding as "A name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct from those of other sellers". On the other hand,NilaySahin (2016) brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. According to Kit Smith (2015) brand perception is owned by consumers, not brands. It explains that perception refers to the knowledge of an individual to a thing. Brand perception is the idea of consumer to the product.

Companies are thinking of new strategies day by day of how to reduce costs involvement. Currently, brand extension is a new way of saving cost and making the launch of new product successful in the market. Different companies use different methods to expand brand. There you can use the vertical extension or horizontal extension of the brand. The methods stated are used by companies in different situations. “The basic approach of positioning is not to create something new and different, but to manipulate what’s already in the mind, to retie the connections that already exist.” – Al Ries and Jack Trout, Positioning: The battle for your mind. The strongest brands occupy a clearly defined and well-focused position in customer minds. They dominate their categories: Adidas in sportswear, Honda in cars and so on.

According toPadmanabhan, Rishikesh; Chandirasekaran, et al (2016, the usage of brand extension, to be precise "using established brand names for launching new products"

Parent brand

According to Kahle and Kim (2006) cited by Gökhan TEKİN, Sercan YILTAY, Esra AYAZ (2016) in the present day ’s growing competitive market place, consumers have to make their choice between a variety of product or brands in the market that differ very small in its price or function. They argue that in such situations, their final decision depends on the

image they relate with dissimilar brands. Additionally the authors express that the brand image has increased reputation as the feelings and images associated with brand and a wellknown and accepted brand image is one of the most important assets a firm possesses.

Consumer preference

The aim of marketing is to meet and satisfy target customer needs and wants. The field of consumer preference studies how individuals choose, use, and dispose of goods to satisfy their needs and wants. Ge, Brigden and Häubl (2015) proposed that consumers often make choices in settings where some alternatives are known and additional alternatives can be unveiled through search. This explains that consumers must decide between choosing among a set of previously discovered alternatives and searching to discover additional alternatives before making a choice. The annual Nielsen Global Brand-Origin Report highlights consumers’ preference for and sentiment toward products manufactured by local manufacturers versus large global/multinational brands across 34 categories. While the survey findings have pointed to a relatively balanced view across global and local brands in recent years, the latest results show consumer preference is tipping toward global brands across the majority of categories While consumers in the Philippines share fondness for global brands, local tastes matter when it comes to food categories. In fact, more than five in 10 (54%) are showing greater preference for locally-produced dairy products, and for biscuits/chips/cookies/snacks. Although Filipino consumers show affinity for multinational brands in these food categories,

consumer preference for local brands was much more pronounced than the global average: mineral water/bottled water (44% vs. 30%-global average), tea/coffee (41% vs. 29%-global average), ice cream (41% vs. 31%-global average), frozen meat and seafood (40% vs. 29%global average) and instant noodles (39% vs. 21%-global average)

Furthermore, an article from Rappler (2014) entitled “4 factors that influence Filipinos’ decision to buy”, explains that Filipino buyers are attracted toward products that offer promotions like freebies. First, Filipino loves freebies. Second, is that Filipinos shop around and they are loyal to brands. Filipinos usually have preferred brands and types before buying. As stated by Jamieson, consumers seldom switch to another brand and remain devoted to their favorite brands. Third, the Television or TV remains main source of product information for Filipino respondents for items such as: cosmetic/skin care, food and beverage, personal care, health care and house hold products. And lastly, advertising influence brand. Advertising is very useful in increasing the brand preference of an individual. When a consumer saw a commercial in TV they will be curious and tend to buy and use the product.

Fast moving consumer goods In the world of FMCG or fast moving consumer goods, as stated by Amor Maclang (2015) distribution is the key. Where products are distributed is important to its success. It’s important to find the right ‘partners’ who can ensure that your products are distributed and sold at the ideal places. The key to getting noticed is good distribution. Wide distribution inspires curiosity, and once it sets in, people will start buying and trying out a product. A

study by Nielsen says that in mid-2014, one sari-sari store sold about P26,000 worth of FMCG products every month. In the fast-moving consumer goods (FMCG) industry, Filipino consumers apparently love their local brands and community retailers(Kantar World Panel, 2018)According to Kantar Worldpanel (2018), approximately 60 percent of Filipinos patronize homegrown products over imported goods in the FMCG market.

According to Lourdes Deocareza (2016) Filipino consumers are opting for larger quantities of the products that they buy. They end up purchasing more on the average, which is helping product categories to grow in actual volumes overall. As consumersupsize on products, they also increase usage of the products they purchase. Instead of spending less money each time they visit the store, Filipinos are now investing on products to maximize their money’s worth.

Related Studies Brand extension According to Keller & Sanjay (2003), cited by R. Mihailescuone of the most significant advantages of a strong brand is the fact that it makes it easier for consumers to accept a brand extension. Due to the fact that brand extension diminishes the risk regarding consumers and decrease the cost with marketing and promotion has become the most frequent product strategy over the last two decades. Still, “brand extension can be a double-edged sword” and brand extensions help organizations by increasing their strength, their customer base and their long term viability. It explains that the brand extension is the best market strategy to promote a new product because it is lest cost to company. But brand extension can also called double –edged sword it means in brand extension, when you extend new product the sales will increase, while the previous product will decrease. According to most subsequent studies sought to explain why the predicted reduction in new product failure rate did not happen. Professor Inez Blackburn of the University of Toronto shifted her study to explaining new product successes instead of failures. In her study, Professor Blackburn first differentiated between new “breakthrough” products and new “redeveloped” or “next generation” products often introduced into the market as “brand extension.” One of Professor Blackburn’s more interesting findings showed that “9 out of 10 new product successes were extensions to existing brands.”

Naturally and expectedly, this added to the already elevated central importance of brand equity. But it also impacts company policy on the allocation of new product budgeting. Most

companies who were in a hurry for developing new products decided to concentrate their new product resource allocation in favor of brand extensions, next generation or improved products. It explains that most of companies experience product failure because of the competition of the other companies to innovate new product.

Winnie Jackinda (2016) in their study entitled, “Effect of brand extension strategies on the brand image among commercial banks in Kenya”, explains that there is need for a company to have a clear and well thought-out brand strategy that will enable consumers to clearly choose what brand they will use. Brand extension is one of the effective strategies in branding. The study established that the commercial banks image is a result of products that have a high quality and the reasons to buy the brand instead of others. In conclusion therefore, the attitude toward brand extension, brand loyalty, image fit and final brand image are among the factors are the factors being influenced by initial brand image.

Familiarity/ Similarity According to ( Aaker and keller, 1990 Volckner and Sattler, 2006) cited by(Shehzada Muhammad Saleem, Muhammad Rashid, Raheel Aslam , 2014 ) the perceived fit has been found to be determining factor in the assessment of brand extension. Consumers compare category knowledge regarding the characteristics of the parent brand. Therefore consumers evaluate extensions more favorably with high degree of similarity or fit with the parent brand (ibid). It explains that when the consumer is more familiar with the product there’s a possibility that they will buy it. But the consumer always depends on the characteristics or quality of the brand.

According to (DaximL.Lucas 2014) 80 percent of net-savvy Filipino consumers would buy products from familiar brands rather than switch to a new brand. The trend reveals a higher level of brand loyalty among locals compared to the global trend which shows 60 percent of consumers around the world with Internet access prefer to buy new products from familiar brands.” In order for consumers to adopt new brands, marketers need to launch very strong awareness and trial-building campaigns, supported by a positive product experience. It is vital that marketers generate positive word-of-mouth endorsements because negative experiences can significantly diminish the likelihood of new product success.” It explains that in Philippines they need to have a strong advertising campaign to be familiar to the consumers. Because Filipinos buy products when that is familiar to them especially if there is famous brands.

Feelings and experience Recent research shows that the greater experience with the core brand leads to more favorable perceptions of the parent brand. Accordingly, consumers with more experience of the core parent brand will have greater likelihood of trial of a subsequent brand extension than consumers with less experience with the core parent brand.

It explains that when the

consumer has any experience in brand, there’s a positive effect on the brand extension that will increase the sales of the brand. And there’s a benefit to the other consumers because it not hesitate them to buy the product because of the power of word of mouth. According to Santandertrade (2016), the Philippines is a youthful and vibrant consumer market with strong growth potential. The shopping experience is important to Filipino

consumers, who visit mails not only to make purchases but also as a family or social activity. Aspiring Filipino middle-class consumers see shopping in modern retail as a representation of urban lifestyle, but at the same time the Filipino consumer does not like ostentatious expenditure, gives priority to his family life, and is rather conformist and spontaneous. Advertising has helped increase consumer culture by portraying physical attractiveness and material goods as a gateway to happiness and success. Filipino consumers are very middle-market centered. They are part of Asia’s growing consumers, who are emerging alongside the “new emerging-market middle class.” According to Peter Hammond of Mexx, when Filipinos like what they see, they buy it. But certainly during sale periods, they’re bargain hunters.” This makes the Filipino market have more potential than the other Asian markets, he added. According to Luz Barra, 2017 commercial director of consumer knowledge and insights firm, Kantar Worldpanel, Filipino consumers could be understood by analyzing their product preference(s) for beauty, hygiene, health, and convenience. It shows that Filipino consumers give more effort to buy products in supermarket, because they are aware to those products that had experience on the product. And most of the Filipinos always canvass or ask some friends if they experience the product.

Brand PersonalityAccording to Aaker (1997, p352) cited by (Raymond Porter 2016) has described in detail how brand personality can create differentiation on the marker. First, “a personality can make the brand interesting and memorable.” Second, “personality stimulates consideration of constructs such as energy and youthfulness,” Third, “a brand personality can

help suggest brand customer relationship such friend, party companion or advisor.”

he

explain that brand without personality has trouble gaining awareness and developing a relationship with customers and which can be useful to many brands nowadays because personality has a major impact in brand that can lead to a successful outcome.

According to Ma.CeresDoyo (2016) it provides another texture of the personality. The images that point to or reveal diverse facets of the Filipino, the expressions he/she reveals himself/herself in and the brands that have engaged the popular imagination of the Filipino then and now. It is not what is on your mind. It is characteristics to the brand and the way on how you make them feel your product Perceived fit Perceived fit was considered as an important determinant in brand extension success. Morin (199) cited by indicated that consumer usually categorize brand extensions and transfer their perceived quality of the parent brands, or their brand trust, to the brand extension based on the perceived fit between the parent brand and the brand extension. Aaker and Keller (1990) state that perceived fit means the extent to which “a consumer perceived the new item to be consistent with the parent brand” (p.29). The researchers found that consumers who had high brand trust favorably evaluated brand extension when they perceived a high fit between parent brand and brand extension.

Parent Brand Image

According to Keller, more than 80% of firms resort to brand extensions as a way of marketing goods and services. Parent brand becomes the basis for successful acceptance of its extension. (Aaker and Keller) According to management dictionary, a parent brand is an existing brand that gives rise to a brand extension by supporting the allied products/services by sharing its brand identity. All the brands created under the parent brand have some important features related to the existing brand along with certain differentiated factors. Usually the supported products/services are from new product categories and can be related or unrelated to the existing product categories. It explains that the parent brand image is the main or the mother of all brands. Because it easy to parent brand to recognize a new categories of their brand.

Consumer attitudes

According to Lassar et al. (1995) cited by Shehzada Muhammad Saleem, Muhammad Rashid, Raheel Aslam (2014) define the consumers perception of the overall superiority of a product carrying that brand name when compared to other brands. Five perceptual dimension of brand equity includes performance, social image, value, trustworthiness and attachment. The opinion of consumers is very important because one of the primary reasons to conduct a market research is to know the attitudes of the consumer. The researchers not only focused in attitudes of the consumers but also in their perceptions. It explains that the attitude and perception of the consumer believe that the attitude of the consumer is the best way for the successful implementation of the brand extension and success of all brands.

According to Stuart Jamieson (2017) managing director of Nielsen in the Philippines, “When it comes to purchasing, they are doing their homework. They are checking labels before buying, they are looking at web sites for information on business and manufacturing practices, and they are paying closer attention to public opinion on specific brands in the news or on social media.

Customer Demand According to Robert W. Palmatier, Shrihari Sridhar (2017), As consumers grew accustomed to the idea of variations on their favorite treat, the brand's owner gradually introduced more distant variations, reflecting customer demand.

And according to Collins dictionary

customer demand a measure of consumers’ desire for a product or service based on a availability. It explains that customer demand is the ability of every consumer to choose a certain product. And every consumer always buy a product depends on the brand name and its quality. According to Linda Bolido (2016) the environmental and social impact of brands are being increasingly scrutinized by stakeholders, employees and most importantly consumers demand for new products, services and business models that deliver both purpose and profit. The key opportunities to achieve sustainability customers demand is to educate, inspire and motivate cross-sector industries on how to build, integrate and leverage sustainability into their brands. It shows that, it is important to know the customers demand in order for the company to know the needs and wants of the consumer Usage of Brand Image

Brand image is the impression in the consumers’ mind of a brand’s total personality. In marketing, a brand image is very important. It represents and gives the strengths to a product. A study entitled “The effect of brand image on consumer behavior; A case study of Louiss Vuitton-Moet Hennessy’, According to Khale and Kim (2006) cited by GokhanTekin, SercanYiltay and EsraAyaz (2016) in the present day’s growing competitive market place, consumer have to make their choice between a variety of product or brands in the market that differ very small in its price or function.

Consumer Preference Consumer attitude towards a product is learned. Shopping experience is important to Filipino consumers. According to Kenix Lee (2017), consumer visit malls not only to make purchases, but also as family or social activity. To take advantage of this consumer preference, effective branding is essential so that products can maximize their appeal to Filipino consumers.

4P’s of Marketing Strategies are formulated to provide superior customer value. According to VictorianoAbrugar (2013), study about marketing ideas in the Philippines. He stated that real marketers know the 4Ps of marketing (or the four basic elements of marketing), that is, product, price, place, and promotion. Thus, in order to practice marketing, you don’t only practice promotion or advertising, but you also make your product, price, and place satisfying to customers.

Productis anything that can be offered to the consumer which is tangible and can satisfy a need and has some value. PlaceDistribution is important. Goods can be distributed by many channels. These could be retailers, wholesalers, agents or by direct selling. Priceis the amount of money one must pay to obtain the right use of the product PromotionIs the means of changing the attitudes of the consumer. Examples of promotions are advertising, personal selling, sales promotion and publicity.

Fast moving consumer goods A study on marketing fast moving consumer goods by Shilpy Malhotra (2014) studied that Dove, in order to promote their brand value at a time when it was slowly decreasing or suffering came out with a Real Beauty Campaign that presented the same product in a different manner in front of the consumers. The Dove Campaign for Real Beauty was conceived in 2004 after market research indicated that only 2% of women consider themselves beautiful.

A case study on consumer buying behavior towards selected FMCG products by Dr. Vibhuti. Dr. Arjay Kumar Tygai and Vivek Pandey (2014) the consumer behavior plays an important role in marketing of fast moving consumer goods. This behavior is affected by various factors. In the present era of globalization needs and wants of consumer changes with time.The fast moving consumer goods (FMCG) sector contributes a lot to the growth of India’s GDP.

Therefore it is necessary to identify the changes in consumer buying behavior towards FMCG products.

The

paper

reveals

that

consumer

behavior

is

largely

affected

by

place,product,price,promotions, physiological and psychological factors.

Filipinos are ‘upsizing’ or buying FMCG (fast moving consumer goods) products in bigger sizes. This is according to data from Kantar Worldpanel in 2014 and 2015, which shows an eight percent growth in average pack sizes year-on-year. “Filipino consumers are opting for larger quantities of the products that they buy. They end up purchasing more on the average, which is helping product categories to grow in actual volumes overall. As consumersupsize on products, they also increase usage of the products they purchase,” said Lourdes Deocareza 2016, Kantar Worldpanel new business development head. Deocareza added that ‘upsizing’ is evident both in regularly bought categories such as toothpaste and dishwashing products to niche or special categories such as mouthwash and body oil. It explains that not some of Filipino consumer preferred to buy sachets of FMCG because they know that it will save more if they buy bigger packs. Synthesis

CHAPTER III METHODOLOGY

This section present the methodologies that will be utilized in the study. Furthermore,

Research Design The study will be using descriptive research method in determining the consumer preference on fast moving consumer goods.

Sources of Data/Participants of the Study The primary source of data of the study will comes from the responses of the participants in the survey questionnaires. Also secondary sources, which are the related studies that mostly got from books and internet, will be utilized. Our participants in the study will be the consumer of FMCG in City of Dasmarinas and City of Imus. The city of Dasmariñas has approximately 734,845 population as of 2018 (as per the information we gathered from the said municipality. Out of all 734,845 people living in Dasmariñas, we will be choosing a total of 100 participants. They will be answering our survey questionnaire that involves their demographic data and personal opinions towards their perception to brand extension and parent brand image and also to know the preferences as a consumer towards fast moving consumer goods.

Locale of the Study The study was conducted at the selected area of the city of Imus and Dasmariñas. As of 2018, the city of Dasmariñas has approximately 734,845 people. Dasmariñas City is politically subdivided into 75 barangays or villages. Out of all the population, we will be choosing a total of 100 participants in both the City of Imus and Dasmariñas. 50 participants will be from Imus and the other 50 will be in Dasmariñas. Sampling Techniques The researcher used non-probability sampling because questionnaires were distributed to the participants in the City of Imus and Dasmariñas. Data Gathering Procedure To be successful in this study, the researchers followed a step-by-step procedure. They began with reading and understanding related studies and sample survey questionnaires about the research topic itself. They also search in the internet about the research methods to have a good one. After which, Theresearchers will be collecting data by giving a set of questions to the participants that will be used for survey. The questionnaire were distributed Research Instrument

The survey questionnaire was used in the main data-gathering instrument for this study. The survey questionnaire was divided into three parts. The first part contains of questions about the basic information of the participants. The questions were structure using the Likert Scale. Five choices are provided for every question or statement. It represents the degree of agreement each participants has on the given question. Data Analysis Descriptive statistics was used in the analysis of the data collected. Statistical Treatment The researchers used mean; weighted mean and standard deviation in this study since these are the measurements that will give us the results that we need to reach our objectives. The gathered data were analyzed and calculate after they were presented to be able to get the results. 1. Mean: This is the average of the numbers. A calculated “central” value of set of numbers. It is used in calculating the participant’s age, gender, educational attainment, occupation, monthly income/allowance and marital status. 2. Weighted mean was used to measure the answers of the respondents in what degree 3. Chi-Square 4. Multiple regression.