Philippine E-Journals

Advertisement as a Factor Affecting Bankruptcy and Its Impact on Consumer Buying Behavior During the COVID-19 Pandemic

Danielle Jaymze Punzalan

 

Abstract:

The main objective of this study is to determine the effects of advertising and how it affects the buying behavior of consumers. This will help businesses that experience a loss in funds and revenue. This study applies the trueexperimental design in determining and analyzing the changes that a certain advertisement makes to the growth to avoid bankruptcy and in the consumers' buying behavior. The instruments used in this study were researcher-made surveys and interview questions that gathered the needed data from the respondents. The study will randomly pick selected Grade 12 Accountancy, Business, and Management (ABM) senior high school students from Espiritu Santo Parochial School of Manila, School Year 2020- 2021. Based on the results of the gathered data, the students believe that having advertising is very necessary and has a big role in a business because it is very persuasive. The ABM students concluded that advertising is persuasive for the reasons that it sometimes encourages them and affects their choices as consumers. On the other hand, one of the students thinks that advertising is a strategy used to spread and inform people about a business. In general, advertising affects the buying behaviors of consumers, which will help to reduce the chances of businesses declaring and experiencing bankruptcy.