Media dependency during crisis situations : a study on consumer behavior among employed housewives in UPLB

Date

1989

Abstract

The study was conducted to determine the mass mediadependency and consumer behavior of UPLB housewives during the Aquino assassination and the Honasan coup attempt.One hundred questionnaires were sent to respondents from a list provided by the Human Resource Development Office, of which 81 were retrieved.Frequencies, percentages, means and Cronbach's alpha were used for descriptive analysis. Friedman ANOVA, F ratio and simple linear regression were utilized for comparative and relational analyses.UPLB housewives were relatively young, had been married for 14.6 years, had undergone 14.8 years of schooling and received a monthly family income of p7,555, with 2.59 children with a mean age of 10.78 years and had one househelp receiving p272 per month. They spent P142 per day and had low panic buying tendency when prices are expected to increase.The state of the country was perceived to be unstable in both events. However, their perception of the centrality of information of both situations was rated intermediately low (3.44) andintermediately high (5.48) during the Aquino assassination and Honasan coup attempt. Their perceived degree of mass media depen-dency was rated intermediate during both crisis situations.The crisis situations did net aff:,ct usuas_ media habits,although the frequency of listen adding newspapersslightly increased.Consumer .(A by the crisissituations but the frequency of markezin household inventory of canned goods and candles increased, expendi¬tures on food and medicine decreased.Age, years married and mean age of children positively corre-lated with their perception of societal structural stability during the Aquino assassination. Mean age of children (+) and number of househelp (-) influenced their perception of the centrality of information during the Aquino assassination, while family income was was negatively correlated with mass media dependency during the Honasan coup attempt.Only the number of child-c.en nui:r of househelp did notpositively predict the freqpeny of 1%)ading newspapers during the Aquino assassination.Age, years married and mean age of children negatively influenced marketing habits; education and number of househelps positively predicted marketing habits, household inventory and expenditures. Family income positively influenced marketing habits while the number of children negatively correlated with expenditures during the Aquino assassination.As the perceived centrality of information increased, watching TV during the Aquino assassination and amount spent during the Honasan coup attempt increased.As the degree of mass media dependency increased, panic buying increased during the Honasan coup attempt. "

Document Type

Master Thesis

Language

English

LC Subject

Consumer -- Philippines -- Los Baños, Laguna

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1989 D46 F56

This document is currently not available here.

Share

COinS