The effects of television advertisement on consumer purchasing decision a case of washing powder industry in ho chi minh city, v

Manypastresearchhastriedtolookintotheformationofattitude,wheretheyfoundconsumerattitu deconsistsofcognitivecomponentknowledgeandleeringandaffectivecomponentfeelingsande motions... Withth

Theeffectsoftelevisionadvertisementonconsumerpurchasin gdecision:A caseofwashingpowderindustryinHoChiMinhcity,

Vietnam

MaiNgocKhuongP h

a m NgocThanhNha

InternationalUniversity-VNU-HCMC,Vietnam

ABSTRACT

Thisresearchattemptedtoexaminetheeffectoftelevisioncommercials,asknownasTVCs,oncust omerp u r c h a s e decisionsoastoenhancetheeffectivenessofadvertisingviathispotentialchanne landeventuallyboosts a l e s forwashingp o w d e r businessesi n H o C h i M i n h c i t y , Vietnam.T h

e r e s e a r c h procedureofquantitativeapproachwascarriedoutwith314respondentswhopurchas edwashingpowderproductsandwatchedTVCsofwashingpowderproductssuchasOMO,Ariel,Aba,Attac k,Tide,Surf,ViDanandMyHao.T h e outcomesshowedthatfactorsofTVCscanpositivelycorrel atetocustomerpurchasedecision.Interestingly,customerpurchasedecisionwasalsofoundtobea ffectedbycustomerpositiveattitudes.Asaresult,thisstudysuggestedthatinordertoachievegreate rcustomerpurchasedecision,TVCproducersormarketersshouldfocusona)creatingameaningfula dvertisingmessageb)designingsuitabletimelineforT V C s ’ r e p e t i t i o n c ) selectinge n d o r s e

r s w h o a r e familiara n d trustworthyt o t h e consumers.I n a d d i t i o n , marketerss h o u l d a l s o p a y attentiontot h e f a c t o r s ofinterest,c r e d i b i l i t y a n d l e n g t h ofT V C s i n o r d e r tomaximizetheindi recteffectsonpurchasedecisionthroughcustomerpositiveattitudes

Keywords:Purchasedecision,customerpositiveattitude,TVCs,televisioncommercials

1.Introduction

Forages,brandsofthesameproductthatsharethesamemarketmustalwayscompeteseverelyto getc u s t o m e r s totheirside.Andtelevisioncommercials,orTVCs,orbroadcastedadvertisement sviatelevision,h a v e beenoneofthemostpowerfulandpopulartoolstodoso.Infact,televisionwatching dominatestoday’sleisureactivities,withadailyaverageof3to4hoursreportedbypaststudies(Frey,Benesc h&Stutzer,2007);hence,advertisementsonTVseemtobeworthyofinvestment.TVCsalsodiffere ntiateoverothertypesofadvertisingduetoitsabilitytoreachagreatnumberofaudiences,makeproduct promotionsthroughsoundsa n d images,influencecustomers’preferences,remindcustomersaboutthepro ductsorbrands,andeventuallyincreasedemandofthegoodsorserviceswhichmakesprofitsforthefirm.Mor eover,TVCisoneofthereliablea n d convenientsourcesforcustomerstogaininformationaboutproductsand makedecisionswhenshopping.I n particular,74.3%oftheaudienceswanttobuythenewbrandintroduced inthemarketafterwatchingTVCsa n d 66.3%ofthemclaimedthatTVCshelpthemmakeabetterchoicew hileshopping(Ashaduzzaman&Asif-Ur-Rahman,2011)

ItisalsotrueforVietnam,especiallyHoChiMinhcity–

oneofthemostpopulousandactivecityinthecountry.W i t h a p o p u l a t i o n of8 6 millionpeople( December,2 0 1 7 ) a n d h i g h proportionofh o u s e h o l d

television,HoChiMinhcitymakesasubstantiallypotentialmarketforTVCs.Knowingthat,advertiser sinVietnamallocated45%ofadvertisingexpenditureonTVadvertising,comparedto33%onprintadsa ndther e s t onoutdoorandradioads.Andthe amountof fundingfor thischannelaccounted for$800billionin2013a n d isexpectedtoincreasesignificantlyoveryearsupto2018(Nguyen,2018) AccordingtotheC o n s u m e r BuyingP r o c e s s ( J o n e s , 2 0 1 4 ) , ‘Purchasingd e c i s i o n ’ i s t h e l a

s t s t a g e prior‘Purchase’.Purchasingdecision,ontheotherhand,isclaimedtobeinfluencedbyex ternalfactorssuchasa d v e r t i s e m e n t s duringthestageofGatheringinformation(Nguyen,2 018).Therefore,companiesmustgainasmuchpurchasedecisionfromcustomersaspossibletogainsucces sinsaleandtomaximizetheirprofits.Thisonceagainemphasizestheimportanceofcompaniesadvertisinge ffectivelyviatelevision

2.LiteratureReview

Thetermconsumerdecisiongeneratesanimageofanindividualwhoisevaluatingalltheattributesofthe productsorbrandsandrationallychoosingonetosatisfytheirneedfortheminimumcost.Manyinternalan

de x t e r n a l factorsaffectconsumers’purchasedecisions,whichmakesconsumerpurchaseprocessaco mplicatedmatter.Thereare5stagesintheprocessofdecisionmakingofcustomers:needsorpro blemsrecognition,informationsearch,evaluationofalternatives,decisionmaking,andevaluati onofthedecisionmade(Solomon,Dahl,White,Zaichkowsky&Polegato,2014)

Inotherwords,tomakepurchasedecision,customersmayundertakevarious

formsofsearchandobtaininformationfrommanysourcesincludinginternalsourcesandexternalso

urces.Internalsourcesrefertothementalprocessofresearchingbymemoryandexperience,whichmay serveasabasisforthedecisionprocess.Externals o u r c e s r e f e r tor e f e r e n c e s s u c h a s p e r s o n a l fa

mily,friendsora c q u a i n t a n c e s ; advertisings u c h a s c o m m e r c i a l s , s a le s p e r s o ns , de a l

e r s , displays;ma s s me di a ; a nd experientials uc h a s handling,e x a mi ni ng, tryinggoodsorservice s(Munthiu,2009)

Knowingthis,companiesspendbillionsofdollareveryyearinvestigatingvariousinfluencesandun derstandingh o w c o n s u m e r s makedecisionstob u y p r o d u c t s (Solomon,Dahl,W h i t e , Z a i c h k o

w s k y , & Polegato,2014).Thereareactuallymanyfactorswhichaffect customerpurchasedecisi on,generalizedintothreecategoriesnamelyCulturalfactors,Socialfactors,Personalfactors,Psychologicalfac tors(Hussain,2017).I t isimpossibletotakecontrolofallthesefactors;however,marketershavetakeni ntoaccountseveralofthem.Forexample,uptonow,firmshavebeentryingseveralmethodstodoso,fromdeep lyscientificresearchs u c h aslookingatpeople’sbrainstopracticalpracticessuchasgatheringcus tomers’information,trackingW e b patterns,t r a c k i n gpositionsa n d s t u d y i n g p e o p l e ’ s h

a b i t s tod e v e l o p a n d sendt h e m s u i t a b l e a d s (Solomon,Dahl,White,Zaichkowsky,&Polegato,2014)

Attitudeissimplyreferredasanyknowledgeorfeelings,eitherpositive

ornegative,aboutanobjectorana c t i v i t y A t t i t u d e c a n a l s o b e , i n a morea c a d e m i c definitio n,‘ a n e n d u r i n g o r g a n i z a t i o n ofm o t i v a t i o n a l , emotional,perceptualandcognitiveproces seswithrespecttosomeaspectofourenvironment’(Carvalho,2 0 1 3 )

overallevaluationofhowapersonlikeordislikeanobject,a n issue,apersonoranaction.Meanwhile,at titudetowardthebehaviorcanbeseenas‘aperson’sgeneralfeelingoffavorablenessorunfavorable-nessforthatbehavior’(Carvalho,2013)

Manypastresearchhastriedtolookintotheformationofattitude,wheretheyfoundconsumerattitu deconsistsofcognitivecomponent(knowledgeandleering)andaffectivecomponent(feelingsande motions)

Theset w o c o m p o n e n t s a r e foundtol i n k withc o n a t i v e component(tendency,intentionorincl ination).Specifically,conativec o m p o n e n t i s defineda s t h e intentora c t i o n c o m p o n e n t Thi sintentr e f e r s t o t h e likelihoodofbrandpurchasewithmeasuresofbehavioralintent,suchasintenti ontosearchforinformationorpurchaseintention.Thiscomponentalsoreferstotheconsumer’sactionto wardthebrand:trial,purchase,a d o p t i o n , orrejection(Carvalho,2013)

Withthesethreecomponents,attitudesofconsumerscanbepositiveinmanycases.Forexample,Inter netadvertisingseemstogeneratepositiveconsumerattitudesbecauseInternetadvertisingisoftenthou ghttobeinformativeandentertaining (Tsang,Ho,&Liang,2004) Atthesametime,attitudes can alsobenegative.Inf a c t , studiesafter1970providedevidencesoftheunfavorablepublicattitudetowar dadvertising.Inparticular,onestudyfoundthatamajorityofviewersregardedTVadvertisingtobes eriouslymisleading(Schlosser,S h a v i t t , &Kanfer,1999)

Inaddition,attitudestendtobeenduringandnotlikelytochangesincetheyarebasedonpeople’svalues

a n d beliefs.However,r e g a r d l e s s ofthatc h a r a c t e r i s t i c , c o m p a n i e s w o u l d wanttheirco nsumerst o h a v e p o s i t i v e attitudesratherthannegativeonesaboutt h e i r offerings(Solomon,

D a h l , White,Z a i c hk o w s k y & Polegato,2014)

AccordingtothefindingsofIsen(1993),consumerswhoarehavingpositivefeelingssuchas:happi ness,joy,delight,relaxation,inspiration,etc.tendtoperceivethetelevisionadvertisementswithple asureandtoh a v e betterrecalloftheadvertisingmessageaswellastheproductfeature

Yieldingsimilarresults,theauthorofSchwarz(2001)foundthatpeoplewouldsendapositiver ecommendationbackiftheyhavecomfortablefeelingsaboutthetargetobject.Goodfeelingsalsopartlypushc onsumers’persuasion

astheyboostpositivethinking,whichm a k e s consumermakemoreimpulsivedecisions(Schwarz,2 001;Gardner,1985).Incontrast,customerswhoarehavingnegativeemotionstendtoengagethe mselvesinthebehaviorsofswitchingbrands(Roos,1999)

Fromalltheabove,customerpositiveattitudecanbeseenasaconsiderablycrucialfactorintheprocesso

fp u r c h a s e decisionmakingofcustomers.Advertisersshouldtakeitintoaccountinordertocreates uchTVCsw h i c h canre cei ve po s i t i v e attitudesfrom viewe rs ; i n otherwords,t he y ma y hav e s

uc c e e de d half-wayi ne n h a n c i n g customerpurchasedecision

Credibilitydepictsaperson’sperceptionofhowtrueapieceofinformationornewsis.Itservesasameansf ortheinformationreceivertoratethesourceortransmitterofthecommunicationinvolved.Intheca seofmarketingc o mm u ni c a t i o n, a companyori t s representativesa r e thesourceswhilethec o n s u

m e r s a r e ther e c e i v e r s (Eisend,2006)

Credibilityhasbeenofparticularinterestofplentyofmarketersbecauseitisbelievedtohaveimpac tontheattitudes,intentionsa n d b e h a v i o r s ofthei n f o r m a t i o n r e c e i v e r s Giventheknow ledgeofa r o b u s t relationshipbetweenattitudesandupcomingbehaviors,itisnoticeablyimportantfor sourcecredibilitytobea s persuasiveaspossible(Eisend,2006)

Ininitials o u r c e c r e d i b i l i t y r e s e a r c h , d i m e n s i o n s ofc r e d i b i l i t y w e r e h i g h l i g h t

e d , namelycompetence(‘competence’,‘expertise’,‘expertness’,‘knowledgeability’,‘qualificati on’,‘smartdimension’)andtrustworthiness('trustworthiness','character','personalintegrity') (Hovland,Janis&Kelley,1953;Hovland&Weiss,1951)

Moreover,thestudyofSoh,ReidandKing(2009)concludedthecombinationof‘consumerperceptio nofr e l i a b i l i t y andusefulnessofadvertising’,‘consumeraffecttowardadvertising’,and‘consumer willingnesstor e l y onadvertisingfordecisionmaking’.Therefore,theadvertisementwillbeable tointroducetheproductstoconsumersonlywhenitcangeneratetrustworthinessintheirmind

2.4 Interest

Interestreferstoone’spersonalfeelingstowardsacertainbrandoracertaintypeofproductadv ertised(Hosein,2012).Inotherword,interestcanbeaperson’sfavoriteobjects

likeabookoramovie;andactivitieslikeplayingacertainsportorlisteningtoacertaingenreofmusic.Pas tstudiesalsoshowedthatconsumersmightbecomeinterestedinacquiringmoreinformationafterthey havebecomeawareofthebrand,productsorservicesofferedbyacompanywhichappearattractivetothe m(DeBruyn&Lilien,2008)

However,whethercustomerwouldpurchasetheproductornot,interestsimplyillustratesthatpe rson’sliking,orpositivefeeling,aboutthatbrandorproduct(Hosein,2012)

Onthebasisofdailylife,severalstudieshavefoundadirectrelationshipbetweencustomers’interestan dtheirpurchasebehavior.Specifically,mostcustomerswouldhavelimitedbudgetforpurchasinggoo dsands e r v i c e s , whichmakesthemmajorlydependontheirinteresttobuyandconsumetheproduct s.Furthermore,c u s t o m e r s ’

i n t e r e s t canbeusedasaneffectivepredictorofcustomerpurchasebehaviors(Yildiz&Dempski,2 0

1 2 )

Onepastsurveystudying425peoplealsoshowedthatthefactorofinterestwasthemostinfluential onethatcanleadtointentionandpurchase(Karthikeyan&Balamurugan,2012)

ThelengthofTVCisthedurationoftime,usuallyinsecond,ofwhichtheadvertisementwasbroadcasted onTV.Twotypicallengthforcommercialare15secondsand30seconds(thesetwoarepopularsincetheycan beeasilydistributedviaotherchannelslikeYouTube,radio).Atpresenttime,therearemorevariouslengt

5-second(YouTube),from3-5minutes(viaamusicvideo)orevenlonger(inthemeansofashortstory-movie)

Itisobviousthatatooshortcommercialmaybeinsufficienttoretainitselfintheaudiences’orconsumers’m ind;however,iftheadistoolong,peoplewouldbecomeboredandswitchchannelstoskipthecommercial.Acc ordingtoFabian’s(1986)research,therewasanoticeablepositiverelationshipbetweenthelengthofac o

m m e r c i a l anditsadvertisingeffectiveness.Theaudiencecanbeallowedwithmorechangetoattendt otheT V C givenasuitableadlength,whichmeansconsumerscanlearnandunderstandadvertisin gmessageasw e l l astheproductinformationinthemosteffectivemanners.Asuitablelengthofthec

ommercialisalsobelievedtohavebetteradrecallefficiencysinceitpartlyeliminatesthewear-outphenomenonwhichisoften experiencedwhentheadistoolongandtheaudiencesgettiredofthead

Inotherthewords,consumersneedtoseeacommercialmadewithafinelength.Therefore,dependingo nthepurposeoftheadvertisingcampaignandthetargetcustomers,advertisersshouldchoosetheappropr iatelength

Oneofthewell-knownstrategiestopromoteaproductistouseadvertisingendorsers.Anendorsercanbedefinedasanindivi dualthatsupportsandrecommendstotheaudiencessomecertainproducts,services,brandsan dbehaviors(Stafford,StaffordandDay,2002;Roozen,2008)

Endorsersareclassifiedintothreeprincipalcategories:celebrities,expertsandtypicalconsumers( Wang,T o k a r z

&Savage-Dunn,2002).Theterm‘celebrityendorser’referstoapersonwhoenjoyspublicrecognitiona n d utilizetha trecognitiontoappearinanadvertisementwithaproductonbehal f ofit.Usingcelebritiesyiel dsapotentialbenefitofcatchingattentionoftheaudiences;however, it also has ahigherriskofnegativereputationorunwantedscandalsrelatedtothepersonallifeofthecelebrity(M cCracken,1989;Phan,2013).Meanwhile,a n e x p e r t i s e e nd o r s e r c a n bed e s c r i b e d a s a person

whopo s s e s s e s superiora n d professionalknowledgeabouttheproduct(Friedman&Friedman,1979 ).Theyarebelievedtohavecredibleinformation

whichistrulyhelpfultosolvetheconsumer’sproblem(Ohanian,1990).Finally,atypicalconsumerendors erc a n beunderstoodasanordinarypersonwithnopriorknowledgeoftheproduct.Thistypeofendorse menti s meanttoreflectthetypicalexperiencesandfeelingsofconsumers(Friedman&Friedman,1979)

Eachtypeisbelievedtoplayaneffectiveroleinvariousproductsegments(Wang,Tokarz&Savage-Dunn,2 0 0 2 ) Forinstance,celebritiescanoftenbefoundtopromoteproductsbearinghighsocialrisksuc hasjewelryorcars.Experts,on theotherhand,aresuitableforintroducinghigh-performanceproductssuchasmedicinea n d professionalappliances.Andtypicalconsumersareeffecti veinadvertisingdailyuseproductssuchfood,beverageorFMCG(Khuong&Nguyen,2014)

Toexaminetherelativeeffectivenessofanendorser,CATLEFmodelisused,whichincludes6variabl es:C r e d i b i l i t y ( C ) , Attractiveness( A ) , Trustworthiness( T ) , Likeability( L ) , E x p e r t i s e ( E )

a n d Familiarity(F)(Roozen,2008)

Theadvertisingmessagecanbesimplyunderstoodas‘anything’thebrand,theproductorthecompanyist

advertisementtotheconsumers,namelythename,logo,slogan,thefeatures

oftheproduct,etc.Itcanalsobeabriefandsimpleyetcatchyslogan,orthetouchingandmeaningfullong-wholestorythatreflectstheidentityoftheproductofthebrand

Agoodme s s a ge caneasilylead toa gooda dv er ti se me nt Inotherw o r ds , advertising mes sagecan bedefined“ a s a dominatingthemeofa n a d t h a t m o t i v atesconsumerstor e m e m b e r the

a d v e r t i s e m e n t a n d p u r c h a s e theproductintheadvertisement”(Mueller,1987)

Pastresearchproposedtwotypes

ofmessage:positivelyframedmessageandnegativelyframedmessage( G r e w a l , Gotlieb& M a r m o

r s t e i n , 1 9 9 4 ) P o s i t i v e l y f r a m e d m e s s a g e s a r e d e fi n e d a s c o m m u n i c a t i o n s t h a t e

m p h a s i z e abrand’sadvantagesorthepotentialgainstoconsumersinasituation.Incontrast,the reverseddefinitioni s truefornegativelyf r a m e d messages.A d v e r t i s e r s w o u l d oftenp r e f e r i f t heira d v e r t i s e m e n t conveyspositivelyframedmessages

Accordingtot h e r e s e a r c h ofSofia n d N i k a ( 2 0 1 3 ) , themessagesofa d s h a v e a n i m p a c t on

c u s t o m e r p u r c h a s e

b e h a v i o r Forexample,logocaneasilyberememberedbycustomersifitisreallyimpressivewhile

s l o g a n canattractcustomersandcanmaketheproductdifferentiatefromothers

Repetitionofadvertisingisanactofdisplayingoftheadandlettingtheaudienceswatchitmorethanonce( Khuong&Nguyen,2014)

Variousattemptstounde rs ta nd theeffectivenessofrepetitionhav e beenmade i n marketing.On

ec a n s i m p l y understand,thatincreasingexposuretoadvertisement canresultinincreasi ngmemory; how eve r, seeingadvertisementfortoomanytimeswouldaffectnegativelytoconsumer astheymayfeelirritatingandintrusive.Thus,decisionontherepetitionoftheadverts,accompaniedbyot herdecisionsliketheschedulingofadvertisements,the numberofdifferent advertisementstoprodu ceandcustomer’spretesting ofa d v e r t i s e m e n t s , shouldbecarefullyevaluated

Researchshowedthattheadvertisementrepetitionalsohasasignificant effect onpurchas edecisionofconsumers( M a j e e d & R a z z a k , 2011).Specifically,thefi r s t d i s p l a y oftelevisiona

d v e r t i s e m e n t r a i s e s thecuriosity,thesecondtimeleadstoanevaluationandinthethirdtimecus tomerdecidewhethertopurchaseproductornot( K r u g m a n , 2 0 0 0 ) I t w a s a l s o foundtheoneto threetimesofrepetitiona r e enoughforp u r c h a s i n g (Vakratsas&Ambler,1999)

Accordingtoallthedependentandindependentfactorsabove,thisstudyproposesthefollowingHy potheses:

H 1 :FactorsofTVCspositivelyaffectCustomerPositiveAttitudes.

H 2 :FactorsofTVCsandCustomerPositiveAttitudepositivelyaffectCustomerPurchaseDecision.

H 3 :Theeffects ofFactorsofTVCsonCustomerPurchase DecisionaremediatedbyCustom

erPositiveAttitude

3.Methodology

Thefocusofthisstudyistodeterminewhichfactorshaveanimpactoncustomerpurchasedecision.T

hem a i n methodemployedtocollectdataandexaminetheeffectsbetweenvariablesistheQuantitati veapproach.Questionnairewasbuiltforthesurvey,whichwasdesignedintheformofprinthandoutstodistri

buteofflinea n d GoogleFormtodistributeonline.Mostofthequestionsincludedwerebasedonfive

-pointLikertscalew h i c h requirerespondentsto ratethegivenitemsonthescaleoffive poin tsfrom‘1’indicating‘strongly d i s a g r e e ’ and‘5’indicating‘stronglyagree’

TargetaudiencesofthissurveyarethetargetcustomersofwashingpowderproductsnamelyOMO,Ariel,

A b a , Attack,Tide,Surf,ViDanandMyHao.Inthiscase,therespondentschosenwillbefemalecusto mers,agedfrom18to60+,livinginHoChiMinhcity.Conveniencesamplingwasappliedandcarriedoutatpriva teh o u s e h o l d s wherehousewiveswereinterviewedandpublicplacessuchas universitie

adultsweresurveyed.Intheend,thesamplepopulationcollectedwas314respondents,w h i c h isasu itablesizeaccordingtoComrey&Lee(1992)

TwoE x p l o r a t o r y FactorAnalyses(EFA)w e r e c a r r i e d outfort w o g r o u p s ofvariables,oneg

r o u p of7 i n d e p e n d e n t variablesandonegroupof2dependentvariables.Theprincipalcompon entextractionmethoda n d varimaxrotationwereconductedtodeterminetherelationshipamongvariables

DescriptiveStatisticswerea l s o u s e d toillustratethedemographicd a t a a s w e l l a s othervariablesi

n ther e s e a r c h model.M o r e o v e r , MultipleRegressions were utilizedtofind outtheimpacts oft

heindependent variables(music, credibility,e n d o r s e r s , interest,advertisingmessage, repetition,length)onthedependentvariables(customerpositiveattitude,customerpurchasedecisi on)

TheresultsofEFAsindicatethattheKaiser-Meyer-Olkin(KMO)measureofsamplingadequacywas0.857fortheindependentvariablesand0.855forthede

pendentvariables.AccordingtoTababachnick&Fidell,theK M O indexrangesfrom0to1andtheminim umvalueforanacceptablefactoranalysisis0.6,whichmeansthedatacollectedwassuitableforfurthera nalysis

Atthesametime,theBartlett’sTestwasconductedandthefactoranalysiswasconsideredapp ropriatewhensignificant≤0.05(Tababachnick&Fidell)

TABLEI:SUMMARYOFINDEPENDENTVARIABLES

GivenNames NumberofItems Cronbach’sAlpha

6.Repetition(REP) 3 749

Asprovidedbythestudy,therewere7componentsextractedandalltheEigenvaluesaregreaterth an1(theminimumvalue

is1.207).Furthermore,theextractionsumsofsquaredloadingsequalto63.502whichisgreaterthan50

%.Thismeansthese8factorsaccountfor63.502%ofdatavarianceindicatinggoodreliabilityofthese variables.Additionally,theCronbach’scoefficientsrangefrom0.749to0.850illustratingtheinternalc o

n s i s t e n c y ofthesevariablesasshownin‘TableI’

TABLEII:SUMMARYOFDEPENDENTVARIABLES

Similarly,twodependentfactorsmakeup57.911%ofthetotalvarianceandbothEigenvaluesvalu esarea l s o greaterthan1(withsmallestis1.034).TheirCronbach’salphasarealsodemonstratedin‘Tabl eII’

4.ResultsandDiscussions

4.1 ProfileofConsumersinvolvedinthestudy

TABLEIII:DEMOGRAPHICSOFPARTICIPANTS

Gender

Age

6

33.8

4

100.0 RelationshipStatus

7

46.8

4

100.0 EducationLevel

MonthlyIncome

8

40.8