A Marketing Research On The Extent To Which Micro, Small, and Medium Enterprises Adapt To PLDT SME Nation's Business Tools Utilizing The Theory of Planned Behavior

A Marketing Research on
the extent to which Micro, Small, and Medium Enterprises

adapt to PLDT SME Nations Business Tools utilizing the
Theory of Planned Behavior
A Thesis
Presented to PLDT SME Nation
Through the Faculty of the
Marketing and Advertising Department
Ramon V. Del Rosario College of Business
De La Salle University-Manila
In Partial Fulfillment
of the requirements for the Degree in
Bachelor of Science in Marketing Management
By:
Cruz, Mary Katherine G.
Dailo, Mary Jessica P.
Partosa, Maria Clarissa Beatrice L.
August 25, 2016

1
TABLE OF CONTENTS
EXECUTIVE SUMMARY ................
CHAPTER 1: INTRODUCTION
................
A. Background of The Study
.........
B. Conceptual Framework
.................................................
B.1. The Theory of Planned Behavior

B.2. The New Research Model
....................................
..............................................
C. Statement of The Problem/Hypothesis
...................................
10
.........................................................
12
D.1. Respondents ....................................................................
12
D.2. Questionnaire ....................................................................
12
D.3. Secondary Data .................................................................
12
D.4. Sources of Information ......................................................
13
D.5. Researchers
13
D. Assumption of The Study
....................................................................
D.6. Statistical Method
..........................................................
E. Scope and Limitation of The Study
13
................................................
13
...........................................................
14
...........................................................
14
F.2. Business and Industry .........................................................
14
F.3. Student and Faculty
15
F. Significance of The Study

F.1. Marketing Field
...........................................................
CHAPTER 2: REVIEW OF RELATED LITERATURE ......................................

A. Business Tools and MSMEs
............................................................
A.1. Business Tools Defined

A.2. MSMEs Defined
16
.................................................
16
............................................................
19
A.3. MSMEs in The Philippines
..............................................
A.4. Filipino MSMEs and Adapting Business Tools
20
.................
22
............................................................
23
..................................................................................
26
B. Theory of Planned Behavior

C. Brand Trust
15
CHAPTER 3: METHODOLOGY ........................................................................ 29

A. Research Design
........................................................................ 29
A.1. Convergent Validity
.............................................................. 30
A.2. Discriminant Validity .............................................................. 34

B. Sampling Method
......................................................................... 36
C. Statistical Treatment of Data
.............................................................. 37
CHAPTER 4: PRESENATION AND DATA ANALYSIS ......................................... 38

A. Respondent Profile
......................................................................... 38
A.1. Profile of all Respondents
................................................. 38
A.2. Respondent Profile of Potential Clients ................................... 41

A.3. Respondent Profile of Existing Clients .................................... 44
B. Potential Clients Data Analysis ............................................................. 48
C. Existing Clients Data Analysis .............................................................. 59
D. Comparative Analysis
......................................................................... 68
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS ............................. 70

A. Summary and Conclusion
.............................................................
70
B. Implications and Recommendations ..................................................
74
C. Integrated Marketing Communications Plan (IMC) ............................. 76

A. Potential Clients
.............................................................. 76
B. Existing Clients
.............................................................. 89
References ......................................................................................................... 100

Appendices ......................................................................................................... 105
EXECUTIVE SUMMARY
This study examined the extent to which PLDT SME Nations Business Tools
apply themselves to Small and Medium Enterprises utilizing the Theory of Planned
Behavior (TPB). It aims to predict the intention to incorporate, retain or upgrade PLDT
SME Nation business tools and business tools in general among managers/owners of
SMEs in the Philippines. The study consists of two dependent variables as they apply
to: Intent 1 (Business Tools in General) and Intent 2 (PLDT SME Nation Business
Tools). The study was conducted amongst two different groups. The first group
consists of PLDT SME Nation business tools users that the researchers addressed as
existing clients of PLDT SME Nation while the second group consists of potential clients
of PLDT SME Nation.
The intention to incorporate was tested amongst the potential clients while the
intention to retain/upgrade was tested on existing clients. Moreover, brand trust was
added as a moderating variable to test its relationship with the other variables. Brand
trust was classified into two categories: Hedonic Brand Trust (HBT) which are benefits
driven and Utilitarian Brand Trust (UBT), which are features driven. The sample of the
target population was conveniently selected to address any issues with regards to the
questionnaire. After the pilot test, the surveys were further assessed through the use of
convergent validity and discriminant validity to test the reliability of the constructs. The
instrument was then sent to a larger sample to test the framework. Structural equation
modeling was used to test the hypotheses.
The results showed, for potential clients, that the independent variable Perceived
Behavioral Control (PBC) is the factor that significantly affects both Intent 1 and Intent 2
with HBT significantly affecting the relationship between PBC and the Intent 2.
However, the study also shows that HBT strengthens the relationship of the Subjective
Norm (SNorm) with Intent 2 while UBT was found to strengthen the relationship of
Attitude Towards Behavior (ATB) and Intent 2. For existing clients, all independent
variables have a significant effect on Intent 1. Moreover, results show that HBT
strengthens the relationship of all the independent variables with Intent 1 together with
UBT strengthening the relationship between ATB and Intent 1. For Intent 2, the only
significant independent variables are ATB and PBC. However, the only moderating
factor that the results found out to be significant is UBT strengthening the relationship
between ATB and Intent 2.
CHAPTER 1: INTRODUCTION
The beginning of PLDT traces back to November 1928 wherein Samar, Eastern
Visayas, and Bicol Peninsula was devastated due to a typhoon. It was then that
communication became important because people wanted to communicate with their
loved ones. However, people could only call within their own small city and many
Filipinos were disconnected from the rest of world. Because of this, PLDT was given the
franchise to operate telephone services in the country. PLDT was under American
owners at the time and the company acquired many small phone companies in the
provinces to help facilitate seamless communication nationwide.
After a year of PLDTs nationwide franchise, the first national long distance call
was made possible together with overseas radio-telephone services. However, the war
years in the 1940s led to the demolition of the PLDT system to prevent the Japanese
from exploiting it. By the time Americans were able to reclaim control, only 10 percent of
the facilities were operational.
By 1968, PLDT became a Filipino controlled corporation after Ramon Cojuangco

and his group of Filipino businessmen bought the controlling stakes. Under the
leadership of Filipinos, PLDT boarded on developments that led to more Filipinos
benefiting the phones. In the same year, the first major television broadcast was
brought to the Philippines together with the first satellite communications. Continuous
landline innovations were made and by the 1980s subscribers could call long distance
to nine major cities across the nation and 22 countries around the world. In 1987,
wireless communication enters the scene. Cellular phones were installed in cars that led
to the first cellular telephone network in the Philippines.
During the late 90s, Manuel V. Pangilinan took control over PLDT and acquired
Smart Communications, Inc. (Smart), which was the countrys largest mobile phone
operator at the time. Ever since then, PLDT has been undertaking continuous
innovations that made PLDT to become the leading digital services and
telecommunications provider in the Philippines today.
PLDT SME Nation

PLDT SME Nation is one half of PLDT Enterprise alongside PLDT Alpha
Enterprise. While PLDT Alpha Enterprise caters to the 10,000 largest operations in the
Philippines, PLDT SME Nation focuses on the Micro, Small, and Medium enterprises of
the country that accommodates around 99.6 percent of the industry.
Since the founding of PLDT SME Nation in 2008, the company has been
providing entrepreneurs with technologies suitable for their needs. The company offers
solutions such as broadband and mobility resolutions to even more sophisticated cloud
services. PLDT SME Nation is dedicated to aiding Filipino entrepreneurs by giving them
access to business tools related to Internet Connection, Mobile Communication,
Collaboration Tools, Operations Management, Data Management, Industry Solutions,
and Digital Commerce which are all tailored to meet the needs of enterprises of all
sizes.
A. Background of the Study

This study involves the theory of planned behavior applied with the influence of
brand trust among MSMEs towards the use of PLDT SME Nations business tools and
business tools in general. The theory of planned behavior is a recognized intention
model that can predict intention and behavior. The three independent variables that
predict ones intention towards a behavior is attitude towards the behavior, subjective
norm, and perceived behavioral control. These three lead to an outcome of a dependent
variable of intention towards the behavior. In the case of our study, all variables were
put in the context of MSMEs using business tools in their businesses. Aside from this,
4
this study also puts into consideration the inclination of MSMEs to choose PLDT SME
Nation as the brand to aid them in business tools by measuring their brand trust. For
this study, we measured two kinds of brand trust. One is cognitive, which responds to
the utilitarian value of a brand, and the other one is affective, which responds to the
hedonic value of a brand. Through this framework, the study will be able to identify how
MSMEs make decisions towards the use of business tools and measure the kind and
level of brand trust that they have with PLDT SME Nation.
As mentioned earlier, PLDT SME Nation is a unit that provides micro, small, and
medium enterprises in the Philippines with business tools that will help them develop
their businesses. They offer business tools that range from business-enabling voice,
broadband and mobility solutions to more sophisticated enterprise-level information and
communication technologies and Cloud services that are suited to help Filipino
entrepreneurs in their business needs. Since its founding in 2008, PLDT SME Nation
has been committed to support Filipino MSMEs in taking new business opportunities
and developing new business ventures by providing them with mobility, connectivity,
support, and hardware.
Furthermore, they recently launched a campaign called Make It Big, wherein they
drive Filipino entrepreneurs to pursue their dreams and make it big in their respective
industries. They took Filipino entrepreneurs who started small but has now progressed
into big and booming businesses as their brand ambassadors. PLDT SME Nations
campaign Make It Big is all across social media accounts, out-of-home
advertisements, and print media. Other than the campaign, PLDT SME Nation puts their
5
efforts into community partnerships by tying up with associations for MSMEs and by
having small events in different locations in the country.
MSMEs
in
the
Philippines
are
relatively
new
target
market
for
telecommunications companies. Although they are business owners, they are

approached as consumers rather than in a business-to-business approach. PLDT SME
Nation has had a little difficulty in communicating with these entrepreneurs. According to
PLDT SME Nation, one of the reasons that hinder them from communicating with their
target market is the use of business tools among MSMEs is not yet widely spread. Most
business owners rely on technologies that are more suited for home or office
applications, instead of business operations. Another reason is that a lot of MSMEs are
not aware that PLDT SME Nation offers business tools that can aid them in their
businesses.
B. Conceptual Framework
The researchers of this study employed the use of Correlational Statistics. A
correlational research involves the assessment of the relationship between two or more
variables that can be studied with more than two measures at the same time (Stangor).
This type of analysis describes sets of data and the extent to which two or more
variables are related.
B.1. The Theory of Planned Behavior

The theory is guided by three kinds of considerations that can be seen in Figure
1. The 3 considerations are: behavioral beliefs, normative beliefs, and control beliefs.
Behavioral beliefs are about the probable consequences of the behavior, normative
beliefs are about the expectations of others, and control beliefs are about the presence
of elements that may enable or hinder performance of the behavior (Ajzen, 2006).
In their respective aggregates, behavioral beliefs produce a favorable or

unfavorable attitude toward the behavior; normative beliefs result in perceived
social pressure or subjective norm; and control beliefs give rise to perceived
behavioral control. In combination, attitude toward the behavior, subjective norm,
and perception of behavioral control lead to the formation of a behavioral
intention. As a general rule, the more favorable the attitude and subjective norm,
and the greater the perceived control, the stronger should be the persons
intention to perform the behavior in question. Finally, given a sufficient degree of
actual control over the behavior, people are expected to carry out their intentions
when the opportunity arises. Intention is thus assumed to be the immediate
antecedent of behavior. (Ajzen, 2006, p. 1)
Figure 1. The Theory of Planned Behavior taken from Ajzen, 2006
In other words, to predict whether a person intends to do something there are 3

variables that must be taken into consideration: Attitude Towards Behavior, Subjective
Norm and Perceived Behavioral Control. Attitude Towards Behavior is a persons
overall evaluation of the behavior which includes the personal beliefs about the
consequences of the behavior and its corresponding positive or negative judgements.
Subjective Norm is a persons own estimate of the social pressure to perform or not
perform the target behavior which includes beliefs about how other people would like
them to behave. For Perceived Behavioral Control, it is the extent of control a person
has over the behavior and how confident he or she may feel about performing or not
performing the behavior (Francis et al., 2006).
B.2. New Research Model

The base of the new research model is grounded on the Theory of Planned
Behavior (TBP) by Icek Ajzen. However, the researchers have created a new model to
take into consideration the moderating variables of Brand Trust. Also, instead of only
considering the intention of the respondents to incorporate and retain/upgrade PLDT
SME Nation Business Tools, the researchers also test the intention of incorporating and
retaining/upgrading Business Tools in General.
Figure 2: New Research Model
The moderating variable in the new research model is Brand Trust. Brand Trust
can be classified into two: Hedonic and Utilitarian. Utilitarian attitudes are more
instrumental and concerned with the expectation of consequences of product usage,
are based on assessment of functional brand/product attributes, and are more
9
concerned with practical usefulness or benefits derived from a brand/product. Hedonic

attitudes are based more on affective gratification derived from sensory product/brand
attributes. Hedonic attitudes are more experiential and related to how much pleasure a
consumer derives from a brand/product (Batra and Ahtola, 1991). Moreover, it was
mentioned that although both attitudes are related they are still distinct and it is possible
that one attitude could be more relevant than the other.
C. Statement of the Problem/Hypothesis
The researchers want to understand the factors that influence the adaptation of
Business Tools among MSMEs, specifically:
1.
How does the attitude of the Manager/Owner correlate to the
intention of incorporating business tools?

2.
How does the subjective norm of the Manager/Owner correlate to
the intention of incorporating business tools?

3.
How does the perceived behavioral control of the Manager/Owner
correlate to the intention of incorporating business tools?

4.
How does the attitude of the Manager/Owner correlate to the
intention of retaining/upgrading business tools?

5.
How does the subjective norm of the Manager/Owner correlate to
the intention of retaining/upgrading business tools?

6.
How does the perceived behavioral control of the Manager/Owner
correlate to the intention of retaining/upgrading business tools?

7.
How does Brand Trust affect the intention of incorporating PLDT
SME Nation business tools?

10
8.
How does Brand Trust affect the intention of retaining/upgrading
PLDT SME Nation business tools?
Given the framework and in line with the research questions, the following
hypothesis are made:
H1: Attitude towards behavior positively influences the intention to use
business tools.
H2: Subjective norm positively influences intention to use business tools.
H3: Perceived behavioral control positively influences the intention to use
business tools.
H4: Hedonic brand trust positively moderates attitude towards behavior
and intention to use PLDT SME Nation business tools.
H5: Hedonic brand trust positively moderates subjective norm and
intention to use PLDT SME Nation business tools.
H6: Hedonic brand trust positively moderates perceived behavioral control
over and intention to use PLDT SME Nation business tools.
H7: Utilitarian brand trust positively moderates attitude towards behavior
and intention to use PLDT SME Nation business tools.
H8: Utilitarian brand trust positively moderates subjective norm and
intention to use PLDT SME Nation business tools.
H9: Utilitarian brand trust positively moderates perceived behavioral
control over and intention to use PLDT SME Nation business tools.
11
D. Assumption of The Study

The researchers are assuming the following in the context of the study:
D.1.
Respondents
The study assumes that the 256 respondents attained will be
sufficient in attaining intended results provided the limited time.

It is assumed that the respondents fully understand the questions in
the given surveys.

It is assumed that the respondents will provide honest expressions
of their knowledge.
The study assumes that all PLDT SME Nation existing clients are
PLDT SME Nation Business Tools users.

The study assumes that all non users of PLDT SME Nation
business tools are PLDT SME Nation potential clients.

D.2.
Questionnaire
The survey questionnaires are assumed to have been taken either

online or offline by answering the hard copy of the survey.
D.3.
At least 250 are assumed to have completed answers.

Secondary Data
Secondary data as mentioned throughout the study and is

indicated in the reference section will be assumed as an accurate
basis for the research.
12
D.4.
Sources of Information
Sources of information and survey results are all assumed to be

accurate or to the best of the knowledge of its creators.
D.5.
Researchers
The researchers of this study assume that the new model in Figure
2 will give significant results for this study.
D.6.
Statistical Method
Statistical methods using partial least squares method to structural

equation modeling (PLS-SEM) and analyzed via WarpPLS and
other accepted forms of data analysis research tools will be
assumed as valid, reliable and accurate for the results and
conclusion of the study.
E. Scope and Limitation of The Study

This study was conducted to determine how potential and existing micro, small,
and medium enterprise (MSMEs) clients of PLDT SME Nation, in the National Capital
Region of the Philippines incorporate or retain/upgrade business tools. In order to obtain
quantitative data, the investigation was carried out for three weeks during the month of
July and explored how the theory of planned behaviour and brand trust play a role in
MSMEs decision to incorporate or retain business tools. Research on the potential and
existing clients of PLDT SME Nation were administered by survey during business
events, local expos, meetings, interviews and online platforms.
13
The scope of the survey included gender, age, estimated annual household
income, and number of household members as part of the demographics. Additionally,
since the focus of our study are businesses, the researchers included the following:
name of company, business registration, legal entity, industry classification and years of
operation.
F. Significance of The Study
F.1. Marketing Field

This study made use of the Theory of Planned Behavior, which gives light
to several factors that are considered before making a decision towards a brand.
Examining the roles of these factors along with other influences and how they
affect decision-making towards a brand will be beneficial in several applications
in Marketing. The type of influence focused in the study is brand trust. The
results of the study concerning how brand trust influences the decision of a
consumer in choosing or committing to a brand will be useful in developing new
strategies in the marketing field. Furthermore, the results of this study will show
how MSMEs value the use of business tools in their businesses, providing
valuable information for brands that offer business tools.
F.2. Business and Industry

By studying MSMEs in the Philippines, it is expected to contribute to the
understanding of specific factors that may influence the adoption of Business
14
Tools in the Philippine context. Also, since the study focuses on an interesting
target market, which are MSMEs, and how they are approached as consumers
rather than in a business-to-business approach, it can provide insight as to how
to communicate and build a relationship with these businesses. Additionally, the
results of this will provide an understanding of what MSMEs give importance to
when it comes to their intention of incorporating, upgrading, and retaining
businesses tools which can be beneficial to other businesses that have an
interest in the industry and are specifically targeting MSMEs.
F.3. Student and Faculty

This study intends to provide knowledge concerning the application of the
Theory of Planned Behavior in relation to the adaptation of Business Tools
among MSMEs. The research provides significant progress about the marketing
field and the industry of business tools providers, which can be useful for faculty
and students who are interested in the topic. Aside from this, by applying the
TPB and adding other variables into the model, this study can explain which
variables are significant to one another and can aid in contributing to further
theory development.
CHAPTER 2: REVIEW OF RELATED LITERATURE
There are studies that have been conducted related to the adoption of
technology. However, most of the studies that have been conducted on technology
adoption were based solely on Information Technology (IT), the researchers did not
15
focus on SMEs and the role of Brand Trust was not taken into consideration. In addition,
the studies concerning SMEs and IT adoption lack strong theoretical basis (e. g.
Farhoomand, Tuunainen, & Yee, 2000; Simpson & Swatman, 1999; Stylianou, Robbins,
& Jackson, 2003; Wresch, 2003). In order to gain more understanding on the adoption
of SMEs, the following literature review concentrates on the study regarding the
adaptation of e-commerce in SMEs with the application of the Theory of Planned
Behavior (TPB) since this research relied on the TPB. However, since this research
focuses on a new model with Brand Trust as its moderating variable, this chapter will be
divided on the significant elements of this research.
A. Business Tools and MSMEs
A.1. Business Tools Defined
Business tools have been instrumental in providing means of
communication using various technologies throughout the past few decades. It
continues to bring significant impact in the way of business as it facilitates how
information is learned and shared.
In
this
study,
business
tools
are
defined
as
information
and
communication technologies (ICTs) that play the role of unifying communications

and integrate telecommunications, computers, middleware, software, storage
systems, as well as audio-visual systems. Such tools enable businesses to
create, access, store, transmit, and manipulate information (Tamilselvan,
Sivakumar, and Sevukan, 2012). Based on the given definition, business tools
are considered high-involvement products. High-involvement products are
16
characterized to have high prices, technical features, major differences between

brands, and risk-evaluation compared to low-involvement products that are the
opposite. They carry a high risk to consumers when they fail but these type of
products are relevant and important (Tanner & Raymond, 2012), similar to how
business tools are to entrepreneurs. Because of this, it is important that brands
offer a lot of information about their business tools because their consumers
engage in extended problem solving, where they spend time gathering a
significant amount of information and compare different aspects of the product
(Tanner & Raymond, 2012), as in the case of high-involvement products.
Consumers of business tools are highly involved in the purchase and must be
assisted by the brand when processing information (Grayson, 2016).
To further understand business tools, Tamilselvan Sivakumar, and

Sevukan defined ICT using its components. Technology was explained as the
process of utilizing scientific material and human resources as a way to satisfy a
human need or purpose. Information was indicated as that which is expected to
be communicated and understood. Combined, information technology is defined
as the use of information to satisfy a human need and purpose.
Using this definition, ICT is the use of information as a way to satisfy a

human need or purpose with reference to contemporary devices. In the business
context, ICT is categorized in two types of products: traditional computer-based
technologies and digital communication technologies. Traditional computer
based technologies include the use of applications, databases, and softwares.
17
Digital communication technologies include internal and external networks that

transmit data electronically.
According to 2003 study by Giovanni and Mario, such business tools offer
enterprises with ways to improve their competitive position in their respective
industries. The study indicated that business tools are able to improve the
management of information and knowledge, internally and externally. This
enables growing businesses, such as micro, small, and medium enterprises
(MSMEs) to enhance the reliability of business-to-business and business-toconsumer transactions.
In addition, the business tools are able to improve the relationships

between suppliers, partners, customers, and other stakeholders of the business.
Indicated in study by Pohjola back in 1998, business tools can bring various
advantages specifically for MSMEs as it allows them to generate sustainable
profit, locally and globally, which can lead to their overall growth in the long-run.
Lymer explained in a 1997 study the hindrances that MSMEs face regarding the
decision to implement business into their daily operations. Though business tools
can reduce costs while increasing productivity, small firms are commonly
discouraged due to the amount of investment needed to implement business
tools.
18
A.2. MSMEs Defined

According to the Philippine Magna Carta for Micro, Small, and Medium
Enterprises (MSMEs) of 2009, MSMEs are defined as any business enterprise or
activity that is involved in industry, agribusiness or services, whether single
proprietorship, cooperative, partnership, or corporation whose total assets, which
includes those arising from loans but excludes the land which the business's
office, plant, and equipment are situated, fall under the following categories:
Micro: not more than P3,000,000

Small : P3,000,001 - P 15,000,000
Medium : P15,000,001 - P100,000,000
Alternatively, the measure of which category businesses fall into could be

determined by the number of employees. According to a 2012 study by Rafaelita
Albada of the Philippine Institute for Development Studies titled Small and
Medium Enterprises' (SMEs) Access to Finance: Philippines, the most common
definition for categorizing SMEs in the Philippines is the following:
Micro: 1-99 employees

Small: 10-99 employees
Medium: 100-199 employees
19
A.3. MSMEs In The Philippines

Albada stated that as of 2008, MSMEs take up 99.6 % of the businesses
in the Philippines, which gives them a vital role in the development of the
economy. From that 99.6%, 92% represent micro enterprises while small and
medium enterprises only take up 8%.
PHILIPPINES
TOTAL
MICRO
SMALL
MEDIUM
LARGE
761,409
697,0777
58,292
3,067
2,973
2,526
1,197
131
131
Agriculture, Hunting, and 3,985

Forestry
Fishing
1,306
897
358
25
26
Mining and Quarrying
340
209
102
10
19
Manufacturing
112,377
100,605
9,763
940
1,069
Electricity, Gas and
1,388
479
688
117
104
Construction
2,202
1,184
832
98
88
Wholesale and Retail
379,005
360,798
17,468
448
291
93,405
85,764
7,382
198
61
Water
Trade
Hotels and Restaurants
20
Transport, Storage and
8,647
6,366
2,016
151
114
Financial Intermediation
25,766
20,733
4,794
120
119
Real Estate, Renting
45,060
40,115
4,016
366
563
Education
13,562
7,242
5,802
293
225
Health and Social Work
31,113
29,633
1,261
116
103
Other Community,
43,253
40,526
2,613
54
60
Communications
and Business Activities
Social and Personal

Service Activities
Table 1. Number of Establishments by Size and Industry (2008)
Table 1 showcases the different establishments by size and industry. To

harness the power of the developing MSMEs, the government shown continued
support for the growth of such businesses since 1970 through various programs
and policies. Despite the initiatives created to propel Philippine MSMEs forward,
businesses belonging in the sector failed to maximize their growth due to several
constraints, one of which is issues on technology and information gaps as well as
skills (FINEX and ACERD; Tecson, 2004; Fukumoto, 2004). Such hindrances
are due to the lack of financial support of formal lending bodies as MSMEs
present have high perceived risks.
21
After several years, MSMEs then experienced an increase in competition,

which urged the government to develop strategies that will expand the market
access for MSMEs. As the nineties rolled in, Albada indicated that MSMEs were
faced with policies that centered on market access and export expansion.
A.4. Filipino MSMEs and Adapting Business Tools

According to the 2013 National Statistics from the Department of Science
and Technology, the Philippine ICT Industry consists of industries participating in
producing and distributing goods and services that satisfy the need to inform,
educate and/or entertain humans through mass communication media. In
addition, it includes industries engaged in the production, publishing and/or the
distribution of content that conveys an organized message intended for
human beings (Abejo 2013). The ICT Industry segments include:
Broadcast Media
Computer Hardware
Semiconductors and Electronics
ICT Enabled Creative Services
IT Services
IT and Business Process Management (IT-BPM)
Software and Applications
Telecommunications
22
B. Theory of Planned Behavior

The Theory of Planned Behavior (TPB) is a recognized intention model that is
successful in explaining and predicting behavior (Grandon, 2005). It is an improved
model of the Theory of Reasoned Action (TRA) wherein perceived behavioral control
was added as an element to predict intention and behavior (Mattingly, 2012). Both
models assume that the intention to perform the behavior in question influences the
persons behavior (Grandon, 2005). However, In the TRA model, only attitude towards
the behavior and subjective norm was taken into consideration.
According to Ajzen, Intentions are assumed to capture the motivational factors

that influence a behavior; they are indications of how hard people are willing to try, of
how much of an effort they are planning to exert, in order to perform the behavior. As a
general rule, the stronger the intention to engage in a behavior, the more likely should
be its performance. (P181). With this said, Intention is a precursor of behavior and it
can be predicted from three variables. The three factors that hypothesize intention are:
attitude toward the behavior, subjective norm, and perceived behavioral control
(Handbook of Theories of Social Psychology, 2012).
The first factor, attitude towards the behavior, refers to the beliefs an individual
has with respect to the consequences associated with performing a particular behavior
(Casper, 2007). Also, it can have a corresponding negative or positive judgment
associated with it (Francis et al., 2006). The second factor, subjective norm, refers to an
individual's own evaluation of the perceived social pressure to perform or not perform
the behavior (Ajzen, 1991). It incorporates views about how other individuals would like
23
them to behave and the negative or positive judgments about each belief. It is
presumed that these components work in interaction (Francis et al., 2006). The third
factor, perceived behavioral control, is a persons perception of the struggle or easiness
associated with accomplishing the behavior (Ajzen, 1991). It has two aspects that
comprise mainly of whether or not an individual feels confident about performing the
behavior and how much control the person think he or she has over the said behavior
(Francis et al., 2006). The more positive the three factors are towards the behavior then
the persons intention to execute the behavior under consideration should be stronger
(Ajzen, 1991). Subsequently, if the three factors show to have negative results towards
the behavior then the intention of an individual to perform the behavior under
consideration will become weaker as well. It is important to note that the weight of the
three predictors of intention varies among different situations.
The application of the theory of planned behavior has been proven to be useful in
providing information amongst many researchers in various studies when it comes to
understanding behavior. Studies have shown that it has contributed in the prediction of
behaviors that require cognitive task performance (Locke, Fredrick, Lee, & Bobko,
1984) and even using interventions that will be applicable in changing them (Van Ryn &
Vinokur, 1990). Although it has been proven to be remarkable in predicting behavior, it
has had even more success with the addition of other variables (Mattingly, 2012). Ajzen
himself suggests that it is important to consider having additional variables.
According to Ajzen (1991), he says: The theory of planned behavior is, in

principle, open to the inclusion of additional predictors if it can be shown
that they
24
capture a significant proportion of the variance in intention or

theorys current variables have been taken into account.
behavior after the
The theory of planned
behavior in fact expanded the original theory of reasoned action by adding the concept
of perceived behavioral control (p.199).
Furthermore, aside from having supplementary predictors as variables, studies

can include the addition of moderators. Moderating variables are included to determine
their effect among the variables in the theory of planned behavior (Mattingly, 2012).
The theory of planned behavior is useful in providing insights with regards to behavior
modification and revealing information that may be applied to create communication
strategies (Casper, 2007). Each predictor of intention also uncovers distinguishing
characteristics of behavior that can aid in changing it (Ajzen, 1991).
In the study of Grandon (2005), he examined the applicability of the Theory of

Planned Behavior (TPB) and competing models to the prediction of the intention to
adopt e-commerce among managers/owners of SMEs in Chile. The outcome of the
study showed that TPB explained 80 percent of the variance in behavioral intention.
Also, it was found that attitude and subjective norm were significant predictors of the
intention to adopt e-commerce among Chilean managers while perceived behavioral
control was not a significant predictor. The researchers support the existing literature in
terms of the method and analysis of results. However, given that the focus of the study
is in a wider scope which includes two sets of respondents, two sets of intention, and
moderating variables, it is expected that the independent variables found to be
significant in the study provided might not be significant in this research.
25
C. Brand Trust
One of the important aspects of marketing research is brand trust. It has been
found to be related to other topics such as brand loyalty and brand preference, which
makes it significant for brands who want to build relationships with their consumers.
According to Hiscock (2001), the ultimate goal of marketing is to generate an intense
bond between the consumer and the brand, and the main ingredient of this bond is
trust (p.1). Brand Trust is defined by Chaudhuri and Holbrook (2001) as the
willingness of the average consumer to rely on the ability of the brand to perform its
stated function (p.82). It influences a consumers choice of brand, especially when it
comes to choosing among a variety of brands or trying out a new product. According to
Bidmon, Grabner-Krauter, and Matzler (2006), trust only plays a role whenever the
outcomes of a certain decision are important and uncertain for the decision-maker
(Bidmon, Grabner-Krauter, and Matzler, 2006). Brand trust is also defined as the
confident expectations of the brands reliability and intentions in situations entailing risk
to the consumer (Delgado-Ballester, 2002). It is often developed when brands make
promises to consumers and these promises are fulfilled, meeting the expectations of the
consumers (Chandio, Z., Qureshi, M., & Ahmed, S., 2015).
The concept of brand trust is based on consumers forming a relationship with

brands. Consumers can easily assign personalities to brands, creating brand
personalities in the field of marketing. Since brands can be personified, it means that
consumers can also have relationships with them as well. Consumers develop a
relationship with brands through their execution of marketing plans and tactics, which
can be viewed as behaviors performed by the brand in the consumer-brand relationship
26
(Srull and Wyer, 1989). In a brand-consumer relationship, trust is considered to be one

of the most desirable qualities (Bidmon, Grabner-Krauter, and Matzler, 2006).
In a study conducted by Deari and Balla (2013), they found out that brand trust is
highly correlated with brand preference and brand loyalty.
Based on previous studies, brand trust is a driver for brand preference. Brand
trust has a positive impact on the consumer preference (Deari & Balla, 2013). Thus, a
brand that is trusted by a consumer is more preferred than brands that are not. This is
important for new brands that want to penetrate a market or a brand that wants to
penetrate a new target market. Based on the research of Aakar (1991) and Keller
(1993), brand preference is defined as a set of brand assets and liabilities linked to a
brand and a customers subjective and intangible assessment of the brand, above and
beyond its objectively perceived value. (Chinomona, Mahlangu, & Pooe, 2013). Brand
preference positively drives the brands value in the marketplace (Azar & Fuller, 2008).
Through brand trust, a high brand value can be achieved by developing brand
preference.
Brand trust often leads to consumers becoming loyal to a brand. According to

Delgado-Ballester and Munuera-Aleman (1999), the better the image of trust attributed
to a brand results in a higher level of commitment towards the brand. When consumers
do not trust a brand in a competitive marketplace, they are less inclined to be loyal to
that brand (Liao, 2015). Brand trust can be developed into brand attachment (Vlachos et
al., 2010), which is an important factor for brand loyalty and equity (Malar et al., 2011).
27
The more that consumers trust a brand, the more that they will be loyal to that brand. It
is important for brands to attain brand loyalty because it is often related to repeat
purchase, preference, commitment and allegiance (Azize, Cemal, & Hakan, 2011).
Based on social psychology literature, there are two types of trust that can be
applied to brands or products, which are cognitive trust and affective trust. Cognitive
trust depends on good rational reasons why the object of trust merits trust (Lewis and
Weigert, 1985, p.972). This type of trust focuses on evaluating the reliability and
competence of the brand or product, leading the individual to arrive at a rational choice.
According to Delgado-Ballester (2002), brand reliability is, at best, a starting point for
describing brand trust (p.575). The other type which is affective trust depends on the
emotions of an individual resulting from the attractiveness, goodwill, and aesthetics of
the brand or product. This is similar to brand intention (Delgado-Ballester, 2002), which
reflects the individuals emotional security towards the brand. It is often that a trustbased behavior is the result of a combination of the cognitive trust and affective trust
(Riegelsberger et al., 2005; Corritore et. al., 2003). These two types of trust can be
related to the two values of products that are suggested to be drivers of brand trust.
Based on consumer research literature, the consumer evaluation of a product depends
on the utilitarian dimension of instrumentality and the hedonic dimension of the
experiential effect from the product (Batra and Ahtola, 1990; Mano and Oliver, 1993).
The utilitarian value of a product is defined by its ability to perform functions in

the day to day life of a consumer (Chaudhuri and Holbrook, 2001). It also evaluates how
useful and beneficial the product is. Meanwhile, the hedonic value of a product is
28
defined by the pleasure potential that it carries on to the consumer. It reflects a more
subjective, emotional and aesthetic aspect of consumption (Holbrook and Hirschmann,
1982; Mano and Oliver, 1993; Chaudhuri and Holbrook, 2001). Therefore a product with
a high utilitarian value suggests that it will result in a high cognitive trust toward the
brand, while a product with a high hedonic value suggests that it will result in a high
affective trust toward the brand as well. (Bidmon, Grabner-Krauter, and Matzler, 2006).
CHAPTER 3: METHODOLOGY
A. Research Design
The type of research done in this study is quantitative which involved the use of a
structured questionnaire wherein 256 respondents were involved. Primary data from the
study shall be coming from an online and offline survey. Meanwhile, secondary data will
mostly come from similar studies and scholarly articles to further explain the findings in
the questionnaire. The method of data collection was through obtaining data from the
given subset.
Reference for the topic of the questions is summarized in Table 2:
Construct
Question Number
Attitude Towards Behavior (ATB)
1, 2, 3
Subjective Norm (SNorm)
4, 5, 6
29
Perceived Behavioral Control (PBC)
7, 8, 9
Hedonic Brand Trust
13, 14, 15
Utilitarian Brand Trust
16, 17, 18
Intention to Incorporate or Retain/Upgrade Business
10, 11, 12
Tools in General
Intention to Incorporate or Retain/Upgrade PLDT SME
19, 20, 21
Nation Business Tools
Table 2: Reference number of Survey Questions
Before the researchers began distributing surveys, they first tested the validity
and reliability of the constructs. Since the study applied Structural Equation Modeling,
the researchers used both convergent validity and discriminant validity in assessing the
constructs in the questionnaire.
A.1 Convergent Validity

Convergent Validity is measured by establishing a set of indicators that
represents the same construct (Henseler et al, 2009). It measures the quality of
the question-statements, which should share a high proportion of variance in
common, that serve as an instrument of a specific construct. According to Kock
30
(2015), the instrument of a specific construct has high convergent validity if each
of the question-statements are understood by the respondents in the same way
the designers of the instrument planned them to be. There are three measures of
convergent validity:
Item loading It is the relationship between the item (question-statement)

and the construct. The p values that are related to the item loadings
should be equal to or lower than .05, while the values of the item loadings
should be equal to or greater than .50 (Hair et al., 1987 & 2009 cited in
Kock, 2015). Since the p values result from a test of the model where the
relationship of the item and the construct were defined previously, it
serves as validation parameters of a confirmatory factor analysis (Kock,
2015).
Average Variance Extracted (AVE) It represents the proportion of

variance in the items that is explained by the construct. According to
Fornell and Larker (1981), the recommended AVE threshold for validity is
.50 (Kock, 2015). An AVE of .50 signifies that a construct is able to explain
about 50% of the variance of its indicators on average.
Composite Reliability and Cronbachs Alpha These are both measures

of internal consistency. As discussed in Kock (2015), conservatively, both
the composite reliability and the Cronbachs alpha should be equal to or
greater than 0.7 (Fornell & Larcker, 1981; Nunnaly, 1978; Nunnally &
Bernstein, 1994). But these measures are more commonly used when at
least one of the two is equal to or greater than 0.7. This rule often applies
31
to the composite reliability because it is more common to result in a higher

value than the Cronbachs alpha (Fornell & Larcker, 1981). In some cases,
both measures are still accepted as valid as long as they reach or exceed
a value of 0.6 (Nunnally & Bernstein, 1994). If any of the constructs do not
meet these criteria, it indicates that one of the items loaded weakly on the
construct and should be considered removed from the instrument.
The results from testing the convergent validity of the constructs from the questionnaire
are shown below (Table 3):
SNor
Intent
Intent
ATB
PBC
HBT
UBT
value
ATB1
0.95
-0.02
0.12
-0.06
0.00
-0.02
-0.01
0.00
ATB2
0.95
-0.05
0.08
-0.03
0.05
-0.03
-0.05
0.00
ATB3
0.91
0.08
-0.20
0.10
-0.05
0.04
0.06
0.00
SN1
0.26
0.81
-0.25
0.01
-0.03
0.27
-0.08
0.00
SN2
-0.09
0.87
-0.09
-0.05
0.12
0.03
-0.22
0.00
SN3
-0.15
0.85
0.34
0.04
-0.09
-0.29
0.31
0.00
PBC1
-0.05
0.21
0.88
-0.11
0.08
-0.13
0.07
0.00
PBC2
0.08
-0.12
0.91
-0.07
-0.18
-0.13
0.32
0.00
32
PBC3
-0.04
-0.09
0.83
0.19
0.11
0.27
-0.41
0.00
IA1
-0.03
-0.01
0.10
0.88
0.12
-0.07
-0.05
0.00
IA2
0.02
0.03
-0.08
0.93
0.06
0.10
-0.18
0.00
IA3
0.01
-0.02
-0.02
0.90
-0.18
-0.04
0.23
0.00
IA1_2
0.16
-0.14
-0.02
0.04
0.89
0.14
0.04
0.00
IA2_2
-0.14
0.15
0.03
-0.04
0.94
-0.12
-0.08
0.00
IA3_2
-0.01
-0.01
-0.01
0.00
0.94
-0.01
0.04
0.00
HBT1
-0.19
-0.03
0.14
0.09
-0.03
0.84
-0.15
0.00
HBT2
0.11
0.01
-0.03
-0.05
-0.04
0.92
-0.04
0.00
HBT3
0.06
0.02
-0.11
-0.04
0.07
0.90
0.18
0.00
UBT1
-0.03
-0.08
0.04
-0.04
-0.06
0.40
0.85
0.00
UBT2
0.08
0.00
-0.05
-0.04
0.05
-0.05
0.95
0.00
UBT3
-0.06
0.08
0.02
0.08
-0.01
-0.34
0.87
0.00
Cronbach's Alpha
0.93
0.80
0.85
0.89
0.91
0.86
0.87
Composite
0.95
0.88
0.91
0.93
0.95
0.92
0.92
0.87
0.71
0.77
0.82
0.85
0.79
0.80
Reliability
Average Variance
33
Extracted
Table 3. Convergent Validity of the Constructs from the questionnaire
Values in Table 3 that are in red are the values of the item loadings. The
p-values at the rightmost column are for the item loadings. As mentioned earlier,
a p-value of less than .05 indicates that an item is statistically a significant
indicator of the corresponding construct. Values in black are cross-loadings. The
significant values in the table all meet the criteria for item loadings, AVE,
composite reliability, and Cronbachs alpha. These results show that there is
convergent validity.
A.2. Discriminant Validity

Similar to convergent validity, discriminant validity measures the quality of
a measurement instrument. According to Kock (2013), there is good discriminant
validity if the question-statements from an instrument used to measure a
construct are not confused by the respondents with other question-statements, in
terms of meaning, that are used to measure a different construct. Based on the
Fornell-Larcker Criterion (Henseler, 2009), the AVE of each construct should be
higher than the constructs highest squared correlation with any other construct.
Another measure for discriminant validity is have the square root of the AVE of
each construct be higher than the correlations with all the other constructs (Mora
et al, 2012).
34
Results from testing the discriminant validity of the constructs from the questionnaire
are shown at the table below (Table 4):
ATB
SNorm
PBC
Intent1
Intent2
HBT
ATB
0.93
SNorm
0.50
0.84
PBC
0.34
0.57
0.88
Intent1
0.37
0.46
0.48
0.91
Intent2
0.18
0.29
0.38
0.31
0.92
HBT
0.10
0.25
0.33
0.28
0.64
0.89
UBT
0.25
0.18
0.21
0.12
0.66
0.71
UBT
0.89
Table 4. Discriminant Validity of the Constructs from the questionnaire
The diagonal values in red that can be seen in Table 4 are the square
roots of the AVE of constructs, while the off-diagonal elements are the correlation
between constructs.
As mentioned earlier, for an instrument to have good
discriminant validity, the square roots of the AVE of each construct should be
larger than the values of the correlations between constructs. The results from
the above table show discriminant validity for the questionnaire.
35
Since the questionnaire was proven to be valid and reliable, the researchers
proceeded to data gathering to be able to test the correlations between constructs
and the corresponding hypotheses.
B. Sampling Method
The sampling method used in this study is non-probability sampling, consisting of
the combined methods of purposive and convenience sampling techniques.
The researchers used purposive sampling method, specifically homogenous sampling,
in seeking out the respondents for the study. Homogenous sampling is a purposive
sampling technique that collects a sample size that shares the same characteristics.
The researchers sought out registered businesses, specifically micro, small, and
medium enterprises, and approached the owners or the top management employees as
respondents of the study. Aside from this, the researchers relied on convenience
sampling because of the limited access to respondents during data gathering.
Convenience sampling is a sampling method that gathers units of a sample that are the
easiest to access. The researchers went to events hosted by PLDT SME Nation for
MSMEs to be able to approach owners and top management of businesses. They also
approached peers whom are business owners and went to nearby business
establishments around their residential areas. The surveys were distributed in two
forms, through an online survey form and through a printed survey form.The surveys
were distributed to respondents based on the circumstance of which form was better to
be used. The criteria for MSMEs that the researchers used is from the data provided by
36
the National Statistics Office and the Small and Medium Enterprise Development
Council Resolution No. 1 (2003).
C. Statistical Treatment of Data

The researchers were able to gather 256 surveys which were used to test the
hypotheses in this study. The questionnaire made use of 21 7-point likert-type scale
questions to gather data that measured the following variables: 1) attitude towards
behavior, 2) subjective norm, 3) perceived behavioral control, 4) hedonic brand trust, 5)
utilitarian brand trust, 6) intention towards business tools, and 7) intention towards
PLDT business tools. Inferential statistics that focus on the correlations among these
variables, leading to the outcome of intention towards business tools and PLDT
business tools were used in the study.
Structural Equation Modeling with Partial Least Squares Path Modeling

PLS Path Modeling intends to estimate relationships among blocks of variables
that are expressions of unobservable constructs. It can be based on simple or multiple
regressions made of a system of interdependent equations. Such system estimates the
links between manifest variables and their own latent variables as well as the network of
relations among the latent variables (Vinzi, Trinchera, & Amato, 2010). Moreover, it is a
component-based estimation method (Tenenhaus 2008a) and an iterative algorithm that
separately solves out the blocks of the measurement model and estimates the path
coefficients in the structural model (Vinzi, Trinchera, & Amato, 2010). It can explain at
37
best the residual variance of the latent variables and also of the manifest variables in
any regression run in the model (Fornell and Bookstein 1982).
CHAPTER 4: PRESENTATION AND DATA ANALYSIS

A. Respondent Profile
A.1. Profile of All Respondents
Table 5 provides representation of the profile of the 256 respondents.
Highlighting the majority of each profile type: 55.8% of the respondents are male,
50.78% are represented by the age bracket of 22-39, 62.5% have an annual
income of more that P 250,000. For the companies represented by the
respondents, 49.2% are Sole Proprietorship while 44.5% are Corporations. The
majority are small businesses, taking up 55.8% of the respondents.
QUESTION
ANSWERS
FREQUENCY
PERCENT
Male
143
55.68%
Female
113
44.14%
0.78
22-39
130
50.78%
40-50
84
32.81%
51-61
40
15.63%
P40,000 and below
15
5.86%
P40,000 to P59,999
3.52%
SEX
21 years old and
below
Age
Annual Income
38
P60,000 to P99,999
22
8.59%
47
18.63%
160
62.50%
Undisclosed
1.17%
Sole Proprietorship
126
49.22%
Partnership
16
6.25%
Corporation
114
44.53%
29
11.33%
1.56%
37
14.45%
47
18.36%
13
5.08%
36
14.06%
18
7.03%
P100,000 to
P249,999
P250,000 and
above
Type of Business
Transportation and
Storage
Financial and
Insurance Activities
Wholesale and
Retail Trade
Accommodation
Industry
and Food Service
Arts, entertainment,
and recreation
Manufacturing
Professional
Scientific and
Technical Services
39
Information and
10
3.91%
0.39%
0.39%
0.78%
50
19.53%
0.78%
0.39%
0.39%
Communication
Water supply,
sewerage, waste
management and
remediation
Education
Real estate
activities
Other Services
Administrative and
support service
activities
Activities of private
households as
employers and
undifferentiated
goods and services
and producing
activities of
household for own
use
Construction
40
Agriculture, forestry,
1
0.39%
0.39%
Undisclosed
0.78%
Micro
64
25.00%
Small
143
55.86%
Medium
38
14.84%
Large
2.73%
and fishing
Electricity, gas,
steam, and airconditioning supply
Size of Business
Table 5. Respondent Profiles
A.2. Respondent Profile of Potential Clients

Table 6 provides representation of the profile of potential clients of PLDT
SME nation that equaled to 143 respondents. Highlighting the majority of each
profile type: 57.34% of the respondents are male, 47.55% are represented by the
age bracket of 22-39, 63.34% have an annual income of more that P250,000. For
the companies represented by the respondents, 51.75% are Sole Proprietorship
while 42.66% are Corporations. The majority are small businesses, taking up
57.34% of the respondents.
QUESTION
SEX
ANSWERS
Male
FREQUENCY
82
PERCENT
57.34%
41
Female
61
42.66%
0.00%
22-39
68
47.55%
40-50
45
31.47%
51-61
30
20.98%
P40,000 and below
4.90%
P40,000 to P59,999
2.80%
P60,000 to P99,999
13
9.09%
25
17.48%
92
64.34%
Undisclosed
1.40%
Sole Proprietorship
74
51.75%
Partnership
5.59%
Corporation
61
42.66%
15
10.49%
1.40%
16
11.19%
21 years old and

below
Age
P100,000 to
Annual Income
P249,999
P250,000 and
above
Type of Business
Transportation and
Storage
Financial and
Industry
Wholesale and
Retail Trade
42
Accommodation
27
18.88%
4.90%
27
18.88%
11
7.69%
3.50%
0.70%
0.00%
0.70%
25
17.48%
0.70%
0.70%
and Food Service

and recreation
Manufacturing
Professional
Scientific and
Technical Services
Information and
Communication
Water supply,
sewerage, waste
management and
remediation
Education
Real estate
activities
Other Services
Administrative and
support service
activities
households as
43
employers and
undifferentiated
goods and services
and producing
activities of
household for own
use
Construction
0.70%
0.70%
0.00%
Undisclosed
0.00%
Micro
32
22.38%
Small
82
57.34%
Medium
23
16.08%
Large
2.80%
and fishing
Electricity, gas,
Size of Business
Table 6. Respondent Profile of Potential Clients
A.3. Respondent Profile of Existing Clients

Table 7 provides representation of the profile of existing clients of PLDT
SME nation that equaled to 113 respondents. Highlighting the majority of each
44
profile type: 53.98% of the respondents are male, 54.87% are represented by the
age bracket of 22-39, 60.18% have an annual income of more that P250,000. For
the companies represented by the respondents, 46.01% are Sole Proprietorship
while 46.90% are Corporations. The majority are small businesses, taking up
54.87% of the respondents.
QUESTION
ANSWERS
FREQUENCY
PERCENT
Male
61
53.98%
Female
52
46.02%
1.77%
22-39
62
54.87%
40-50
39
34.51%
51-61
10
8.85%
P40,000 and below
7.08%
P40,000 to P59,999
4.42%
P60,000 to P99,999
7.96%
22
19.47%
68
60.18%
Undisclosed
0.88%
Sole Proprietorship
52
46.02%
SEX
21 years old and
below
Age
P100,000 to
Annual Income
P249,999
P250,000 and
above
Type of Business
45
Partnership
7.08%
Corporation
53
46.90%
14
12.39%
1.77%
21
18.58%
20
17.70%
5.31%
7.96%
6.19%
4.42%
0.00%
0.88%
Transportation and
Storage
Financial and
Wholesale and
Retail Trade
Accommodation
and Food Service
and recreation
Industry
Manufacturing
Professional
Scientific and
Technical Services
Information and
Communication
Water supply,
sewerage, waste
management and
remediation
Education
46
Real estate
1
0.88%
25
22.12%
0.88%
0.00%
0.00%
0.00%
0.88%
Undisclosed
1.77%
Micro
32
28.32%
activities
Other Services
Administrative and
support service
activities
households as
employers and
undifferentiated
goods and services
and producing
activities of
household for own
use
Construction
and fishing
Electricity, gas,
Size of Business
47
Small
62
54.87%
Medium
15
13.27%
Large
1.77%
Table 7. Respondent Profiles of Existing Clients
To delve further into the study, the mean and standard deviation was computed to
describe the level of perception respondents have among the variable. After that, the
path coefficients, p-values and effect size are presented.
B. Potential Clients Data Analysis
Table 8 shows the attitude towards behavior of Potential Clients:
Incorporating business tools in our company
Mean
SD
5.45
1.49
5.46
1.50
5.43
1.41
5.45
1.37
within 6 months would be beneficial

Incorporating the use of business tools for
our company within 6 months would be wise
Incorporating the use of business tools in
our company within 6 months would be
advantageous
Overall
Table 8. Attitude Towards Behavior of Potential Clients

48
As illustrated in the table 8, the average overall rating for potential clients attitude
towards the incorporating business tools is 5.45 with a standard deviation of 1.37. The
average ratings for the questions related to attitude towards the behavior indicate that
most of the potential clients slightly agree that incorporating business tools in their
businesses would be beneficial, wise, and advantageous.
Table 9 shows the Subjective Norm of Potential Clients:
Most firms that are important to our
Mean
SD
5.38
1.41
5.14
1.37
5.20
1.45
5.24
1.19
company think that our company should

incorporate the use of business tools within
6 months
Most companies that influence our company
think that our company should incorporate
business tools within 6 months
Most firms that are important to our firm
have incorporated business tools for their
company
Overall
Table 9. Subjective Norm of Potential Clients
49
As illustrated in the table 9, potential clients of PLDT SME Nation gave an

average overall rating of 5.24 with a standard deviation of 1.19 for the subjective norm
towards incorporating business tools. Most of the potential clients slightly agree that
firms important or are an influence to their company have incorporated business tools
into their company and believe that they should do the same.
Table 10 shows the Perceived Behavioral Control of Potential Clients:
Incorporating business tools in our company
Mean
SD
5.03
1.39
5.00
1.43
4.70
1.30
4.91
1.20
within 6 months would be easy

Our company is capable of incorporating
Incorporating business tools for our
company within 6 months would be simple
to arrange
Overall
Table 10. Perceived Behavioral Control of Potential Clients
average overall rating of 4.91 with a standard deviation of 1.2 for perceived behavioral
control when incorporating business tools. Most potential clients slightly agree that they
are capable of incorporating the use of business tools in the company and that it will be
50
easy and simple to arrange.
Table 11 shows Potential Clients intention to avail the business tool in general:
Our company strongly intends to incorporate the
Mean
SD
4.90
1.30
4.74
1.35
4.71
1.27
4.78
1.18
use of business tools within 6 months

Our company has certain plans to incorporate
the use of business tools within 6 months
Our company has a strong commitment to make

use of business tools within 6 months
Overall
Table 11. Intention to avail the business tool in general by Potential Clients
average overall rating of 4.78 with a standard deviation of 1.18 for intention to use
business tools within the next 6 months. Most of the potential clients slightly agree that
they are committed to and have certain plans to incorporate business tools into their
company in the next 6 months.
51
Table 12 shows the hedonic brand trust of Potential Clients:
PLDT SME Nation is a brand that would
Mean
SD
4.49
1.24
4.50
1.11
4.53
1.24
4.78
1.18
guarantee our companys satisfaction

Our company feels confident in the PLDT
SME Nation brand
PLDT SME Nation is a brand name that
would not disappoint our company
Overall
Table 12. Hedonic brand trust of Potential Clients
As illustrated in table 12, potential clients of PLDT SME Nation gave an average
overall rating of 4.51 with a standard deviation of 1.06 for hedonic brand trust towards
PLDT SME Nation. Though most are neutral about PLDT SME Nations brand
guarantee to satisfy, most of the potential clients slightly agree that they are confident in
the brand and believe that it will not disappoint.
Table 13 shows the utilitarian brand trust of Potential Clients:
PLDT SME Nation is a reliable brand
Mean
SD
4.54
1.32
52
PLDT SME Nation is an effective brand
4.64
1.34
PLDT SME Nation is a valuable brand
4.72
1.36
4.63
1.19
Overall
Table 13. Utilitarian brand trust of Potential Clients
As illustrated in table 13, potential clients of PLDT SME Nation gave an average
overall rating of 4.63 with a standard deviation of 1.19 for utilitarian brand trust towards
PLDT SME Nation. Most of the potential clients slightly agree that PLDT SME Nation is
a reliable, effective, and valuable brand.
Table 14 shows the Potential Clients intention to avail PLDT branded business tools:
Our company strongly intends to incorporate
Mean
SD
4.40
1.35
4.39
1.35
4.30
1.34
the use of PLDT SME Nation business tools

within 6 months
Our company has certain plans to
incorporate the use of PLDT SME Nation
Our company has a strong commitment to
make use of PLDT SME Nation business
53
tools within 6 months

Overall
4.36
1.24
Table 14. Intention of Potential Clients to avail PLDT branded business tools
average overall rating of 4.26 with a standard deviation of 1.24 for intention to use PLDT
SME Nations business tools within the next 6 months. Most of the potential clients are
neutral in commitment, plans, and intention to incorporate PLDT SME Nations business
tools into their company in the next 6 months.
Below in Figure 3 is a graph showing the comparison between the average ratings of
potential and existing clients for each question of the survey. The questions are
arranged in descending order of the potential results.
54
Figure 3: Average Rating for Potential and Existing Clients
Table 15 shows the legend of the questions illustrated in the graph.
Table 15. Legend of Questions in Figure 3
55
As seen in the representation above, potential clients gave Q1, Q3, Q4, Q5 and Q6 a
higher average rating, compared to the results of existing clients. There are areas that
should be emphasized by PLDT SME Nation when approaching potential clients.
Results from the software application for Potential Clients:

Path
p-value
Effect size
(f2)
Coefficient
ATB Intent 1
.127
.059
.047
ATB Intent 2
.110
.090
.022
SNorm Intent 1
.134
.098
.062
SNorm Intent 2
.098
.117
.030
PBC Intent 1
.384
.000
.204
PBC Intent 2
.259
.000
.009
HBT*ATB Intent 1
.024
.387
.005
HBT*ATB Intent 2
-.068
.207
.012
HBT*SNorm Intent 1
-0.25
.382
.004
HBT*SNorm Intent 2
.226
.000
.057
HBT*PBC Intent 1
-.127
.060
.027
56
HBT*PBC Intent 2
.150
.032
.027
UBT*SNorm Intent 1
.064
.218
.012
UBT*SNorm Intent 2
.063
.222
.014
UBT*ATB Intent 1
-.108
.094
.026
UBT*ATB Intent 2
-.247
.000
.057
UBT*PBC Intent 1
-.018
.416
.001
UBT*PBC Intent 2
.063
.221
.006
Table 16. Main and moderating effects of the Variables (Potential Clients)
Table 16 shows the results of the main and moderating effects of the variables
present in the data collected from Potential Clients. Note: f2 is the Cohens (1988) effect
size coefficient: .02=small, .15=medium, .35=large. The p-value reveals the effect of
one variable on another. Effect is statistically significant if p-value is less than .05.
57
Graphical Summary of Potential Clients Results:
Figure 4. Results from Potential Clients

As seen in Figure 4, the green line indicates that a path is statistically significant
(p<.05). The results present that Perceived Behavioral Control (PBC) is the independent
variable that significantly affects the intention to avail of business tools in general (Intent
1) and the intention to avail of PLDT SME Nation business tools (Intent 2). It should be
noted that for the intention to avail of PLDT SME Nation business tools, Hedonic Brand
58
Trust (HBT) is the only significant moderating factor that strengthens the relationship.
Additionally, it can be noted that Hedonic Brand Trust (HBT) also significantly affects
the relationship between Subjective Norm (SNorm) and Intent 2. While Utilitarian Brand
Trust (UBT) significantly affects Attitude Towards Behavior (ATB) and Intent 2.
C. Existing Clients Data Analysis
Table 17 shows the attitude towards behavior of existing clients:
Retaining/upgrading the use business tools
Mean
SD
5.55
1.48
5.40
1.40
5.35
1.65
5.45
1.37
in our company within 6 months would be

beneficial
Retaining/upgrading the use of business
tools for our company within 6 months would
be wise
Retaining/upgrading the use of business
tools in our company within 6 months would
be advantageous
Overall
Table 17. Attitude Towards Behavior of Existing Clients
59
As illustrated in table 17, the average overall rating for existing clients attitude
towards the retaining/upgrading business tools is 5.43 with a standard deviation of
1.33. Most of the existing clients of PLDT SME Nation moderately agree that
retaining/upgrading the use of business tools will be beneficial to their company. Most
existing clients also slightly agree that retaining/upgrading business tools in their
businesses would be wise and advantageous.
Table 18 shows the subjective norm of existing clients:
Most firms that are important to our company think that our
Mean
SD
5.22
1.51
5.07
1.47
5.08
1.49
5.12
1.27
company should retain/upgrade the use of business tools within 6

months
Most companies that influence our company think that our
company should retain/upgrade our business tools within 6 months
Most firms that are important to our firm have retained/upgraded
their business tools for their company
Overall
Table 18. Subjective Norm of Existing Clients
As illustrated in table 18, existing clients of PLDT SME Nation gave an average
overall rating of 5.12 with a standard deviation of 1.27 for the subjective norm towards
retaining business tools. Most of the existing clients slightly agree that firms important or
60
are an influence to their company have retained/upgraded the use of business tools into
their company and believe that they should do the same.
Table 19 shows the perceived behavioral control of existing clients:
Retaining/upgrading the use of business tools in our company
Mean
SD
5.14
1.43
5.10
1.45
5.01
1.49
5.08
1.30
within 6 months would be easy

Our company is capable of retaining/upgrading business tools
within 6 months
Retaining/upgrading business tools for our company within 6
months would be simple to arrange
Overall
Table 19. Perceived Behavioral Control of Existing Clients
overall rating of 5.08 with a standard deviation of 1.3 for perceived behavioral control
when retaining/upgrading business tools. Most existing clients slightly agree that they
are capable of retaining/upgrading the use of business tools in the company and that it
will be easy and simple to arrange.
61
Table 20 shows the intention of PLDT SME Nations existing clients to avail of business
tools:
Our company strongly intends to retain/upgrade the use of
Mean
SD
5.50
1.30
5.42
1.16
5.40
1.16
5.44
1.03

Our company has certain plants to retain/upgrade the use of
Our company has a strong commitment to retain/upgrade the use
of business tools within 6 months
Overall
Table 20. Intention to avail of Business Tools by Existing Clients
As illustrated in the table 20, existing clients of PLDT SME Nation gave an
average overall rating of 5.44 with a standard deviation of 1.03 for retaining/upgrading
the use business tools within the next 6 months. Most of the existing clients moderately
agree that they strongly intent to retain/upgrade their use of business tools within the
next 6 months. Most of the existing clients also slightly agree that they are committed to
and have certain plans to retain/upgrade their use of business tools into their company
in the next 6 months.
62
Table 21 shows the hedonic brand trust of existing clients:

Mean
SD
4.92
1.19
Our company feels confident in the PLDT SME Nation brand
4.96
1.18
PLDT SME Nation is a brand name that would not disappoint our
4.84
1.40
4.91
1.15
PLDT SME Nation is a brand that would guarantee our companys

satisfaction
company
Overall
Table 21. Hedonic Brand Trust of Existing Clients
overall rating of 4.91 with a standard deviation of 1.15 for hedonic brand trust towards
PLDT SME Nation. Most of the existing clients slightly agree that PLDT SME Nations
brand guarantee to satisfy, and that they are confident in the brand and believe that it
will not disappoint.
Table 22 shows the utilitarian brand trust of existing clients:

Mean
SD
4.88
1.41
4.93
1.21
4.88
1.19
63
Overall
4.89
1.15
Table 22. Utilitarian Brand Trust of Existing Clients
overall rating of 4.89 with a standard deviation of 1.15 for utilitarian brand trust towards
PLDT SME Nation. Most of the existing clients slightly agree that PLDT SME Nation is a
reliable, effective, and valuable brand.
Table 23 shows existing clients intention to avail PLDT branded business tools:
Our company strongly intends to retain/upgrade the use of PLDT
Mean
SD
4.96
1.32
4.99
1.28
5.04
1.34
5.00
1.24
SME Nation business tools within 6 months

Our company has certain plants to retain/upgrade the use of PLDT
SME Nation business tools within 6 months
Our company has a strong commitment of retaining/upgrading
PLDT SME Nation business tools within 6 months
Overall
Table 23. Intention to avail of PLDT Business Tools by Existing Clients
As illustrated in the table 23, existing clients of PLDT SME Nation gave an average
overall rating of 5.00 with a standard deviation of 1.24 for intention to retain/upgrade the
use of PLDT SME Nations business tools within the next 6 months. Most of the
64
potential clients slightly agree that they have commitment, plans, and intention to
retain/upgrade the use of PLDT SME Nations business tools into their company in the
next 6 months.
Results from the software application for Existing Clients:

Path
p-value
Effect size
(f2)
Coefficient
ATB Intent 1
-.233
.005
.122
ATB Intent 2
.266
.002
.156
SNorm Intent 1
.203
.012
.110
SNorm Intent 2
.066
.238
.037
PBC Intent 1
.371
.000
.237
PBC Intent 2
.349
.000
.223
HBT*ATB Intent 1
-.185
.021
.056
HBT*ATB Intent 2
-.264
.002
.102
HBT*SNorm Intent 1
-.224
.007
.065
HBT*SNorm Intent 2
.103
.131
.029
HBT*PBC Intent 1
-.369
.000
.117
65
HBT*PBC Intent 2
-.117
.102
.026
UBT*SNorm Intent 1
-.110
.115
.034
UBT*SNorm Intent 2
-.141
.062
.041
UBT*ATB Intent 1
.128
.002
.040
UBT*ATB Intent 2
.253
.002
.087
UBT*PBC Intent 1
.101
.137
.036
UBT*PBC Intent 2
-.075
.210
.026
Table 24. Main and moderating effects of the Variables (Existing Clients)
Table 24 shows the results of the main and moderating effects of the variables
present in the data collected from Existing Clients. Note: f2 is the Cohens (1988) effect
size coefficient: .02=small, .15=medium, .35=large. The p-value reveals the effect of
one variable on another. Effect is statistically significant if p-value is less than .05.
66
Graphical Summary of Existing Clients Results:
Figure 5. Results from Existing Clients

As seen in Figure 5, the green line indicates that a path is statistically significant
(p<.05). The results show that Attitude Towards Behavior (ATB) and Perceived
Behavioral Control (PBC) are the independent variables that affect the intention of
existing clients to retain or upgrade their PLDT Business Tools (Intent 2). Moreover,
67
both moderating variables must be taken into consideration when it comes to the
relationship of ATB and Intent 2 since Hedonic Brand Trust (HBT) and Utilitarian Brand
Trust (UBT) has a significant effect on this relationship.
D. Comparative Analysis
POTENTIAL
Path
p-value
Coefficient
EXISTING
Path
p-value
Coefficient
ATB Intent 1
.127
.059
-.233
.005
ATB Intent 2
.110
.090
.266
.002
SNorm Intent 1
.134
.098
.203
.012
SNorm Intent 2
.098
.117
.066
.238
PBC Intent 1
.384
.000
.371
.000
PBC Intent 2
.259
.000
.349
.000
HBT*ATB Intent 1
.024
.387
-.185
.021
HBT*ATB Intent 2
-.068
.207
-.264
.002
HBT*SNorm Intent 1
-0.25
.382
-.224
.007
HBT*SNorm Intent 2
.226
.000
.103
.131
68
HBT*PBC Intent 1
-.127
.060
-.369
.000
HBT*PBC Intent 2
.150
.032
-.117
.102
UBT*SNorm Intent 1
.064
.218
-.110
.115
UBT*SNorm Intent 2
.063
.222
-.141
.062
UBT*ATB Intent 1
-.108
.094
.128
.002
UBT*ATB Intent 2
-.247
.000
.253
.002
UBT*PBC Intent 1
-.018
.416
.101
.137
UBT*PBC Intent 2
.063
.221
-.075
.210
Table 25. Comparative Analysis (Path Coefficients and p-value)
As illustrated in Table 25, the results present that for potential clients, the
independent variable Perceived Behavioral Control is the factor that significantly affects
both intention to avail business tools in general and intention to avail of PLDT SME
Nations business tools. It must be noted that for the intention to avail of PLDT SME
Nations business tools, Hedonic Brand Trust is the moderating variable that
strengthens this relationship. Additionally, the study also shows that Hedonic Brand
Trust strengthens the relationship of the Subjective Norm and intention to avail of PLDT
SME Nation business tools while Utilitarian Brand Trust was found to strengthen the
relationship of Attitude Towards Behavior and the intention to avail of PLDT SME Nation
business tools. For existing clients, all independent variables have a significant effect on
69
the intention to avail of business tools in general. Moreover, results show that Hedonic
Brant Trust strengthens the relationship of all the independent variables with the
intention to upgrade or retain business tools in general together with Utilitarian Brand
Trust strengthening the relationship between attitude towards behavior and this intent.
For the intention to retain or upgrade PLDT SME Nation business tools, the only
significant independent variables are Attitude Towards Behavior and Perceived
Behavioral Control. However, the only moderating factor that the results found out to be
significant is Utilitarian Brand Trust strengthening the relationship between Attitude
Towards Behavior and the intention to retain or upgrade PLDT SME Nation business
tools.
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
A. Summary and Conclusion

Summary of results vis-a-vis hypotheses of the study are summarized in this table:
H1: Attitude towards
Relationship
Result
(Potential)
Result
(Existing)
ATB -> Intent 1
Not supported
Supported
SNORM -> Intent 1
Not supported
Supported
behavior influences the

intention to use business
tools.
H2: Subjective norm
influences the intention to use
70
business tools
H3: Perceived behavioral
PBC->Intent 1
Supported
Supported
HBT*ATB->Intent 2
Not supported
Not
supported
HBT*SNORM->Intent 2
Supported
Not
supported
HBT*PBC->Intent 2
Supported
Not
supported
control influences the

intention to use business
tools.
H4: Hedonic brand trust
positively moderates attitude
towards behavior and
intention to use PLDT SME
Nation business tools.
positively moderates
subjective norm and intention
to use PLDT SME Nation
business tools.
perceived behavioral control
over and intention to use
PLDT SME Nation business
tools.
71
H7: Utilitarian brand trust
UTB*ATB->Intent 2
Not supported
Supported
UTB*SNORM->Intent 2
Not supported
Not
supported
UTB*PBC->Intent 2
Not supported
Not
supported
positively moderates attitude

towards behavior and
intention to use PLDT SME
Nation business tools.
subjective norm and intention
to use PLDT SME Nation
business tools.
perceived behavioral control
over and intention to use
PLDT SME Nation business
tools.
Table 26. Summary of results vis-a-vis hypotheses
The results of the data analysis supported only a few of the presented
hypotheses. Most of the hypotheses that were supported by the results are for existing
clients. For potential clients, the variable that was significant in influencing their intention
to use business tools is perceived behavioral control. The researchers suggest that this
72
is because the use of business tools brings them to unfamiliar ground, and it would
increase their intention to use business tools if it becomes familiar or an easy direction
to proceed with. Also, it is supported that hedonic brand trust positively moderates the
relationship between subjective norm and intention to use PLDT SME Nation business
tools. Hedonic brand trust refers to emotions of an individual regarding the
attractiveness and goodwill of the product (Delgado-Ballester, 2002), which qualities
can often be defined by peers or the community that one belongs to, where subjective
norm plays a role. The researchers suggest that subjective norm is a significant variable
for potential clients because as business owners, they evaluate what other companies
or competitors are doing that can help them improve their business as well. Another
supported hypotheses for potential clients is hedonic brand trust positively moderates
the relationship between perceived behavioral control and intention to use PLDT SME
Nation business tools. Hedonic brand trust is also associated to the emotional security
towards a brand (Delgado-Ballester, 2002), which can be related to a consumer having
confidence or control over a certain action, or perceived behavioral control (Francis et
al., 2006), in relation to a brand. Based on the study, the researchers suggest that
hedonic brand trust stood out more for potential clients because they are not users of
PLDT SME Nation business tools yet, which gives them no experience of the reliability
of the product and rely more on their affective trust on the brand.
For existing clients, it was supported that attitude towards behavior, subjective
norm, and perceived behavioral control all influences their intention to use business
tools in general. The researchers suggest based on literature that all variables were
significant because existing clients are already using and have benefited from business
73
tools, which makes them more positive in considering to retain or upgrade their
business tools. In the existing clients intention to use PLDT SME Nation business tools,
utilitarian brand trust positively moderates its relationship with attitude towards behavior.
Utilitarian brand trust refers to evaluating the reliability and competence of a product
(Lewis and Weigert, 1985, p.972), which can be related to a consumers beliefs with
respect to the consequences associated with performing a behavior related to the
brand, or the attitude towards the behavior (Casper, 2007). Based on the study, the
researchers suggest that utilitarian brand trust is significant for existing clients because
they can appreciate more the reliability of PLDT SME Nation based on their experience
and on-going relationship as clients.
B. Implications and Recommendations

Based on our data analysis, for potential clients, it was found that perceived
behavioral control with hedonic brand trust is the variable that significantly affects the
intention of potential clients of availing PLDT SME Nations business tools. Therefore,
future campaigns targeting potential clients should focus on their control beliefs. They
should be focused on the ease of incorporating said tools and associate it experiential
values such as feelings of confidence. Meanwhile, for existing clients, it was found that
attitude towards behavior with utilitarian brand trust is the variable that significantly
affects the intention of existing clients of retaining or upgrading PLDT SME Nations
business tools. These indicates that campaigns for existing clients should be focused on
their positive evaluations towards retaining or upgrading PLDT SME Nations business
tools and associate it with functional values such as feelings of it being reliable and
effective. Overall, this suggests that the future campaigns should focus and allocate
74
their resources based on the outcomes of the study. Further implications and
recommendations in the layout of an Integrated Marketing Communications (IMC) plan
will be discussed in the following section divided into potential and existing clients.
In the case of hedonic and utilitarian brand trust moderating the relationships
between the independent variables and their intention to use business tools in general,
the researchers agree that these results can be defined as spurious correlations based
on past literatures. According to Burns (1997), A spurious correlation is defined as
having the measures of two or more variables result to be statistically related but are not
causally linked. It is described by Pearson (1923) as an outcome of a certain standard
way of processing the statistical data. Although it was suggested by Yule (1995) that a
spurious correlation is caused or dependent on a third variable, which is often referred
to as a lurking variable. In the case of the study, the lurking variable that influenced the
independent variables and their intention to use business tools in general is brand trust
in PLDT. A lurking variable can be a number of different things, as it is often not
identified because the spurious relationship it produced was not predicted based on the
observation of data (Aldrich, 1995). The researchers suggest based on the results of the
data that brand trust in PLDT became a lurking variable because it is a household name
brand and it was present in all throughout data gathering. A household name is referred
to as a brand name that a great majority of households are very well accustomed to.
Being a household name is strongly related to brand awareness, because it refers to
how well a brand can easily be identified in different conditions (Keller, 1993) on a high
magnitude of household consumers. Most successful brands focus on increasing their
household penetration in the market (Brusselmans, Blasberg, and Lannes, 2014), which
75
leads them in establishing a household name brand. In the case of PLDT, it has long
established itself as a household name brand because it is one of the first and biggest
pioneers in the telephone communications industry and data technology in the
Philippines. Because of this, it is speculated by the researchers that the respondents of
the study associated business tools to PLDT, which affected their intention to use
business tools in general.
C. Integrated Marketing Communications Plan

A. Potential Clients
1. Statement of General Objectives
To improve awareness about PLDT SME Nation and increase intention to buy
PLDT SME Nations business tools by __ %.
2. Creative Strategy
To persuade MSMEs to feel confident as they adapt to and compete in today's
digital world by convincing potential customers that it is easy to incorporate PLDT SME
Nation's business tools into their businesses.
3. Personification
To personify the target market, we introduce John Asha. John Asha is a 27-yearold male entrepreneur. He currently lives with his girlfriend and often sees his family. He
used to have a full time job for another company but left to focus full time on his
business. He has a small enterprise that has been operating for 2 years under a sole
proprietorship. He manages his time well but because his business is growing he is
starting to feel challenged in keeping up with such a fast paced industry. Though he has
a vision for his company, he does not know what tools are available for him to direct his
76
companys future since he is new in the industry. Nevertheless, John Asha is ambitious
and always wakes up in the morning with his goal in mind. He knows that the only way
to succeed is by making a change. He knows that he has to adapt to the times of today
and face whatever trial comes his way with confidence.
4. Consumer Promise, Brand identity, and Tone of Advertising
PLDT SME Nation promises satisfaction. It promises managers/owners that
integrating business tools for their company would be easy and simple to arrange. It
promises that managers/owners will not be disappointed in choosing PLDT SME Nation.
The brand will strive to foster a nation of MSMEs united by the goal of succeeding in
todays disruptive digital culture. For the tone of advertising, PLDT SME Nation will
embody a friendly, pro-active and empowering personality that aims to support MSMEs
every step of their entrepreneurial journey to success. To aid MSMEs further, PLDT
SME Nations tone will have a conversational approach that will develop an improved
relationship and trust between PLDT SME Nation and MSMEs.
5. Consumer Insights and Findings
Table 27 presents the significant relationship of constructs:
HBT*PBC -> Intent2
Path Coefficient
p-value
.150
.032
Table 27. Significant relationship of constructs (Potential Clients)
77
Table 28 presents the perceived behavioral control of potential clients:

Mean Interpretation
Incorporating business tools in our company within 6
5.03
months would be easy
Slightly
Agree
Our company is capable of incorporating the use of
5.00

Incorporating business tools for our company within 6
Agree
4.70
months would be simple to arrange

Overall
Slightly
Slightly
Agree
4.91
Slightly
Agree
Table 28. Potential Clients Perceived Behavioral Control
Table 29 presents the hedonic brand trust of potential clients:

Mean Interpretation
PLDT SME Nation is a brand that would guarantee
4.49
our company's satisfaction
Neither
disagree nor
agree
Our company feels confident in the PLDT SME Nation

Brand
4.50
Slightly
Agree
78
PLDT SME Nation is a brand name that would not
4.53
disappoint our company

Overall
Slightly
Agree
4.51
Slightly
Agree
Table 29. Hedonic brand trust of potential clients
Table 30 shows the intention to avail PLDT branded business tools of potential
clients:
Mean Interpretation
Our company strongly intends to incorporate the use
4.40
Neither
of PLDT SME Nation business tools within the next 6
disagree nor
months
agree
Our company has certain plans to incorporate the use
4.39
Neither
of PLDT SME Nation business tools within the next 6
disagree nor
months
agree
Our company has a strong commitment to make use
4.30
Neither
of PLDT SME Nation business tools in the next 6
disagree nor
months
agree
Overall
4.51
Neither
disagree nor
79
agree
Table 30. Hedonic brand trust of potential clients
Based on the results of our data analysis, Perceived Behavioral Control is the
variable that significantly affects the intention of potential clients to avail of PLDT SME
Nation business tools with Hedonic Brand Trust as the factor that strengthens the
relationship. Potential clients believe that they are capable of adapting the use of
business tools in their company, which inclines them to the decision of doing so. In
terms of brand trust towards PLDT SME Nation, they have confidence in the brand and
they acknowledge that the brand will not disappoint them to a certain extent. This has
given them a hedonic brand trust towards PLDT SME Nation. But when asked about
adapting PLDT SME Nation business tools, the overall results show that they feel
indifferent towards that direction.
Understanding:
Potential clients are highly influenced by their perceived behavioral control in
adapting the use of business tools in their company and that they will choose a brand
that they feel highly satisfied with to provide them with business tools.
6. Big Idea
Feel confident because you are capable of change.
7. Key communication message
Be confident with change.
80
8. Integrated Marketing Campaign

Table 31 presents the integrated marketing campaign for potential clients. Refer to
appendix 4 for the collaterals.
Action
Chain
Step
Awareness
Desired
Behavior
Recognize
Call To
Action
Benefit
Realize
Adapt to
the
todays
availability
digitallyof easy-toinclined
use
market and
business
way of
tools
business
Motivating
Principles
Liking
Message
Channel Creative
LED
The
You can Billboard
focus will
confidently
be
compete
Media
recognizi
in todays Placeme
ng that
digital
nts
there are
world with
easy-toPLDT
Augment
use
SME
ed
business
Nations
reality
tools
easy-tobazaar
though
use
the
business
Techno
element
tools.
Needs
of
Stand
surprise.
81
Attitude
Know
Appreciate
Understan
d
Identify
what your
business
needs to
receive
Ease your
customize way to local
d business and global
tools that
success
can
address
those
needs
Learn
about how
to
transition
smoothly
when
implement
ing
business
tools
Prepare
your
business
and
employees
for growth
Social
Validation
Authority
Imagine
how easy
success
can be
with PLDT
SME
Nations
customize
d business
tools -made just
for your
companys
needs.
PLDT
SME
Nations
Official
Matchm
aker
Blog
posts
Social
media
posts
with
Brand
Ambass
adors
The
focus will
be
identifyin
g the
specific
needs of
business
es and
matching
them
with the
right
tool.
The
Learn
focus will
about how
be
to properly Worksho preparin
prepare
ps/Discu
g
your
ssion
business
company
Groups
es for
for the
growth
growth
Direct
and
that PLDT Mailing changes
SME
(Infograp in their
Nations
hics)
operatio
tools will
ns and in
bring.
the
industry.
82
Buy
Use
Incorporat
e PLDT
SME
Nations
business
tools with
confidenc
e
Gain
control of
your
companys
success
Busines
You are in s Tools
The
control of
Digital
focus will
your
Handbo
be giving
companys
ok
business
Consistenc
success
es
y
with PLDT
App
control
SME
over
Nations
Training
their
business Camp/Si
success.
tools.
mulation
Table 31. Integrated Marketing Communications Plan for Potential Clients

9. Media strategy and budget
Be Confident with Change
Duration
Cost
Campaign
Phase 1: Awareness
Billboard Placement
Digital Bazaar
DEC
JAN
FEB
Week
Week
Week
1-4
1-4
1-4
Week 3
MAR
APR
MAY
P315,000
P150,000
Phase 2: Attitude
Launch Party of MatchMaking
interface on official website
Week
P200,000
83
Daily Blog Post: Highlight Tools
Week
Week
Week
1-4
1-4
1-4
Week
Week
Week
1-4
1-4
Direct mailing: Newsletter and
Week
Week
Week
Infographics
3-4
1 -4
1-4
Social Media Post: The Perfect

Match (Brand Ambassadors)
P210,000
P175,000
Phase 3: Know
Launch Party of Growth Groups
P190,000
Week
P250,000
1
Growth Groups: Series One
Growth Groups: Series Two
Week
Week
2-4
1-2
P80,000
Week
Week
2-4
1-3
P100,000
Phase 4: Buy
Launch Business Handbook
Week
P20,000
3
Launch EasyBiz App
Week
P95,000
3
Launch Training Camp Sessions
Week
P12,000
84
4
Training Sessions
Week
P80,000
1-4
Table 32. Media Strategy and Budget for Potential Clients
10. Creative Execution
Phase One: Awareness
1)
Billboard Placement
Billboards will be placed in the following areas:
SLEX
President Osmena Highway
Ortigas Ave
2) EasyBiz: The Digital Bazaar
PLDT SME Nation will organize an event for people to witness Philippines first
augmented reality bazaar. All will gather at the World Trade Center thinking that
this will be an ordinary bazaar. However, upon entering the venue, there are no
products displayed at the stands. Instead, attendees are given tablets that they
can hold up to areas around the venue to see what kinds of products are
available. If they purchase, the product will be sent to the venues receiving area
via parachute.
Phase Two: Attitude

1) Daily Blog Posts: Highlight Tools
A blog page will be embedded in the current website of PLDT SME Nation to
highlight their different business tools every day. The business tools that will be
85
highlighted will vary on the category per week. Per blog post, the feature of the
PLDT SME Nation business tool will emphasize on the benefits of using it and
enumerate the different operations where it can be applied.
2) Social Media Posts: The Perfect Match (Brand Ambassadors)
A series of social media posts will be launched on PLDT SME Nations social
media sites. These posts will feature a brand ambassador per post, giving a short
testimony about the perfect PLDT SME Nation business tool that matched with
their business needs.
3) BizKit - Online MatchMaking Interface For SMEs and Business Tools
Process:
1. Go To smenation.com.ph
2. Click Find Me My BizKit
3. Enter your company details:
a. Company Name
b. Size (micro, small, medium)
c. Industry
d. Type of Business
e. Contact name
f. E-mail address
g. Contact number
4. Identify needs of your company (check all that apply):
a. I need to manage my data
b. I need to prevent pilferage
86
c. I need connectivity in my area

d. I need to track my vehicles
e. I need to be on-the-go
f. I need to make a website
g. Other needs
5.
Show all possible business tools available to address your

need(s)
6.
Hover on the photos of each business tool to learn more about

how it works.
7.
(Optional) Watch video on how to use it and its features
8.
To create BizKit, check box above tools you are interested in
9.
Click Create BizKit and send details about it to your email as well as PLDT
SME Nation consultant

10.
A PLDT SME Nation consultant will contact you via call and e-mail
to
discuss your BizKit further

Phase Three: Know
1) Direct Mailing: Newsletter and Infographics
2) Growth Groups - Dinner & Discussion (will provide visuals upon approval)
Entrepreneurs will be invited to casual discussion groups and workshops geared
towards bolstering the growth of their businesses over dinner. Moderated by
established business owners or institution representatives (AFFI/PFA), the event
will allow entrepreneurs to develop connections and gain support as their
87
businesses grow. These events aim to give businesses more understanding on how
improve their businesses with by using user-friendly business tools.
Series 1 - Year One Blues
Discusses the challenges faced when starting the business. Established
business owners can advise aspiring entrepreneurs and start-ups on how to aim
for success.
Series 2 - Harnessing Growth
Discusses how to properly prepare all stakeholders of the business with
inevitable changes. Emphasizes the advantages of using business tools in order
to solve problems hindering the growth of a business.
Phase Four: Buy
1) EasyBiz App
Develop an interactive app that will help business owners identify the companys
goals and work towards them. Syncing with the other stakeholders of the business,
the app eases communication between employees as well as information and goal
management. Included in the app will be the digital handbook that provides guidance
for common business problems and suggestions on what business tools to use
depending on problem at hand.
2) Training Sessions
After purchasing business tools, PLDT SME Nation representatives
will visit clients upon teach and monitor employees on how to use
the business tools purchased. There will be three sessions:
orienting, progress reporting, and refining.
88
B. FOR EXISTING CLIENTS

1. Statement of General Objectives
To strengthen relationships with current clients; To increase their intention to
upgrade their use of PLDT SME Nation business tools and increase trial for other
available PLDT SME Nation's business tools.
2. Creative Strategy
To persuade existing clients that PLDT SME Nation's business tools bring
benefits that will complement the growth of their success by highlighting the advantages
and functionality of an effective system of PLDT SME Nations business tools.
3. Personification
To personify our target market, we introduce Aya Santillan. She is a managing
partner in a water purifying business. She is 32 years old and has a family with three
children. Along with 2 other partners, they own a medium enterprise that has been
operating for 5 years. Their business is already a client of PLDT SME Nation, as they
have been using products that equip them with data management and security
surveillance. Since they started using such business tools, she realized how beneficial
PLDT SME Nations products are to their success. Nevertheless, as managing partner,
Aya constantly looks for ways to improve their business operations to maximize time
and productivity. She routinely assesses the needs of their business and she is open to
trying out new business tools that will help their company bolster their growth. Aya is
goal-oriented and she makes sure that their business decisions will always lead to
results that benefit them.
4. Consumer Promise, Brand identity, and Tone of Advertising
89
PLDT SME Nation promises benefits. It promises managers/owners that

upgrading their use of business tools to a system of PLDT SME Nation business tools
would be advantageous for their company. It promises that managers/owners can rely
on PLDT SME Nation. The brand will strive to foster a nation of MSMEs united by the
goal of succeeding in todays disruptive digital culture. For the tone of advertising, PLDT
SME Nation will embody a friendly, pro-active and empowering personality that aims to
help develop MSMEs further by working with them together towards their growth. To aid
MSMEs further, PLDT SME Nations tone will have a conversational approach that will
develop the existing relationship between PLDT SME Nation and MSMEs.
5. Consumer Insights and Findings
Table 33 presents the significant relationship of constructs for existing clients:
UBT*ATB -> Intent2
Path Coefficient
p-value
.253
.002
Table 33. Significant relationship of constructs for existing clients
Table 34 presents existing clients attitude towards behavior:

Mean Interpretation
Retaining/upgrading the use of business tools in our
5.55
company within 6 months would be beneficial

Retaining/Upgrading the use of business tools for our
Moderately
Agree
5.40
Slightly Agree
company within 6 months would be wise
90
Retaining/Upgrading the use of business tools for our
5.35
company within 6 months would be advantageous

Overall
Slightly Agree
5.43
Slightly Agree
Table 34. Existing clients attitude towards behavior
Table 35 presents existing clients utilitarian brand trust:

Mean Interpretation
4.88
Slightly Agree
4.93
Slightly Agree
4.88
Slightly Agree
4.89
Slightly Agree
Overall
Table 35. Existing clients utilitarian brand trust.
Table 36 presents existing clients intention to avail PLDT branded business

tools:
Mean Interpretation
Our company strongly intends to retain/upgrade the
4.96
use of PLDT SME Nation business tools within the

next 6 months
Slightly Agree
91
Our Company has certain plants to retain/upgrade the
4.99
use of PLDT SME Nation business tools within the

next 6 months
Slightly Agree
Our company has strong commitment of
5.04
retaining/upgrading PLDT SME Nation business tools

within the next 6 months
Overall
Slightly Agree
5.00
Slightly Agree
Table 36. Existing clients intention to avail PLDT branded business tools
Based on the significant results of our data analysis, the variable that existing
clients of PLDT SME Nation consider the most in retaining or upgrading their business
tools is their attitude towards it. They believe that retaining or upgrading the use of
business tools will be beneficial and advantageous for their company, which inclines
them to the decision of doing so. In terms of brand trust towards PLDT SME Nation,
they agree that the brand is a reliable and effective one based on their experiences
since they already use products of the brand. They believe that the brand is valuable to
an extent, which has given them a utilitarian brand trust towards the PLDT SME Nation.
When asked about retaining or upgrading PLDT SME Nation business tools, the overall
results show that they are only slightly inclined towards that decision.
92
Understanding:
Existing clients are highly influenced with their attitude towards retaining or
upgrading the use of business tools in their company and that they will choose a brand
that they approve to be effective and reliable to provide them further with business tools.
6. Big Idea
Benefit from an effective system of business tools that grow as you grow.
7. Key communication message
Better success together.
8. Integrated Marketing Campaign
Table 37 presents the integrated marketing campaign for existing clients. Refer to
appendix 5 for the collaterals.
Action
Chain
Step
Desired
Behavior
Awareness Recognize
Attitude
Appreciate
Call To
Action
Benefit
Motivating
Principles
Message Channel
Creative
Realize
availabilit
y having
a system
of
business
tools
Prepare
for the
growth
of your
compan
y
Liking
You can
continue
the
SME
growth of Celebrati
your
on
business
a resultoriented Branded
system of Content
business
Video
tools
The focus
will be
recognizing
advantages
of using
PLDT SME
Nation
business
tools in all
aspects of
daily
operations
Social
Validation
Imagine a
Media
more
Placeme
productiv
nts
e
company
Digital
as you
posters
grow with (Brand
The focus
will be
identifying
areas of
their
business
that can be
Imagine
Maximi
an
ze your
effective compan
system of
ys
business producti
tools
vity as
you
93
grow
Know
Buy
Understan
d
Upgrade
Find out
how to
optimize
the use of
certain
business
tools
Utilize an
innovativ
e system
of
business
tools
Becom
ea
market
and
brand
leader
an effect
system of
PLDT
SME
Nations
business
tools
Authority
Direct Consistency
your
compan
y to
take a
step
further
in
reachin
g its full
potentia
l
Become
a market
leader by
learning
about the
optimal
use of
business
tools.
Upgrade
your
business
tool to a
business
system
that will
help your
company
achieve
its full
potential.
Ambass
adors)
Activatio
n/
Product
Expo
Direct
Mailing
Digital
ads
Seminar
s&
Events
(Game
Night)
Direct
Mailing
Infograp
hics of
how to
upgrade
with
PLDT
SME
Nation
and
benefits
improved
with other
PLDT SME
Nation
business
tools.
The focus
will be
conditioning
the
company to
become a
technologic
ally
equipped
enterprise
The focus
will be
empowering
business
owners to
exceed
expectation
s in their
industry
Table 37. Integrated marketing campaign for existing clients
94
9. Media strategy and budget

Better Success Together
Duration
Cost
Campaign
Phase 1: Awareness
APR
MAY
JUN
Billboard Placement
Week
Week
Week
1-4
1-4
1-4
SME Celebration
JUL
AUG
SEP
P300,000
Week
P100,000
2
Phase 2: Attitude
Digital Posters: (Brand
Week
Week
Wee
Ambassadors)
1-4
1-4
k 1-4
Branded Content Videos:
Week
Week
Wee
Behind-The-Scenes of a
2-4
1-4
k 1-4
P480,000
P520,000
Business
Media
Week
Week
Week
Partnerships:Collaboration
P60,000
Brings Success
Phase 3: Know
Direct Mailing: Highlight Tools
Week
Wee
Week
P280,000
95
That Create Best Systems
2-4
Launch of Success Classes
k 1-4
1-4
Wee
P100,000
k1
Success Class: Series One
Wee
Week
k 2-4
1-2
Success Class: Series Two
P80,000
Week
Week
3-4
1-2
P70,000
Phase 4: Buy
Launch of New Features for
Week
EasyBiz App
3-4
Loyalty Promotions
Wee
Week
Week
k 3-4
3-4
3-4
P12,000
P75,000
Table 38. Media strategy and budget for existing clients

10. Creative Execution
Phase One: Awareness
1) Billboard Placement
Billboards will be placed in the following areas:
SLEX
President Osmena Highway
Ortigas Ave
2) SME Celebration
96
PLDT SME Nation will hold an event for their existing clients to celebrate their
companys milestones since they started using PLDT SME Nation business tools.
There will be different categories such as Digital Enterprise, Big Money Makers,
etc. and there will be a minimum of 5 existing clients to be awarded of these
titles. Some of the awarded existing clients will give a testimony about how PLDT
SME Nation has helped them in achieving their milestones. The event will be
held at MOA SMX Convention center. Certificates of appreciation will be given to
all of the invited existing clients.
Phase Two: Attitude
1) Digital Posters: (Brand Ambassadors)
This will be a series of short testimonials from Brand Ambassadors on how
systems of business tools have improved their way of business and helped them
adjust to their growth.
2) Branded Content Video: Behind-The-Scenes of a Business
Existing clients who use more than 2 business tools of PLDT SME Nation will
show just how they operate, touching upon the business tools they use and how
it helps them. Focus will be more on creation of service/product that the business
is known more and how this
3) Media Partnerships: Collaboration Brings Success
This will be a series of interviews of existing clients published in online news
sources. The interview will focus on how they keep their company successful and
adjust to their growth through collaboration and systems of business tools.
Phase Three: Know
97
1) Direct Mailing: Highlight Tools That Create Best Systems

Every week, PLDT SME Nation will send emails to their existing clients that
contain a newsletter and infographics that highlights a set of PLDT SME Nation
business tools that work best when used together. The newsletter series will be
entitled Perfect Systems and will highlight a set of business tools perfect for a
specific industry per week. The infographics will contain information on how the
set of tools are perfect for collaboration and how they can yield better results as a
system.
2) Launch of Success Classes
Existing clients will be invited to send representatives to Success Classes to gain
technical knowledge and skills that to use and troubleshoot the business tools.
Series 2: Optimization
This will give employees of existing clients the tips and tricks to optimize their
use of the business tools and create a perfect system that will maximize their
companys growth and productivity.
Phase Four: Buy
1) Launch of New Feature for EasyBiz App
One new feature will be available for the EasyBiz:
Direct Customer Service Messaging:
The app will release a customer service bot that will help customers
troubleshoot and fix problems they are facing with their systems. This
created a quick and direct access for solving any technical problems.
98
Through this, customers can also adjust settings on their business tools
with ease.
2) Loyalty Promotions
For those who have use PLDT SME Nations business tools for more than
1 year, a discounted business system upgrade will be available at the
renewal of subscription.
99
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APPENDICES
Appendix 1: Survey Questionnaire for Potential Clients
105
106
107
Appendix 2: Survey Questionnaire for Existing Clients
108
109
110
Appendix 3: Survey (All Respondents)

a) All Respondents
111
112
113
Appendix 4: Potential Clients IMC Collaterals
114
115
116
117
Appendix 5: Existing Clients IMC Collaterals
118
119
120
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A Marketing Research On The Extent To Which Micro, Small, and Medium Enterprises Adapt To PLDT SME Nation's Business Tools Utilizing The Theory of Planned Behavior

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A Marketing Research On The Extent To Which Micro, Small, and Medium Enterprises Adapt To PLDT SME Nation's Business Tools Utilizing The Theory of Planned Behavior

Enviado por

Direitos autorais:

Formatos disponíveis

A Marketing Research on

the extent to which Micro, Small, and Medium Enterprises

August 25, 2016

EXECUTIVE SUMMARY ................

A. Background of The Study

B.1. The Theory of Planned Behavior

C. Statement of The Problem/Hypothesis

D.1. Respondents ....................................................................

D.2. Questionnaire ....................................................................

D.3. Secondary Data .................................................................

D.4. Sources of Information ......................................................

D. Assumption of The Study

D.6. Statistical Method

E. Scope and Limitation of The Study

F.2. Business and Industry .........................................................

F.3. Student and Faculty

F. Significance of The Study

CHAPTER 2: REVIEW OF RELATED LITERATURE ......................................

A.1. Business Tools Defined

A.3. MSMEs in The Philippines

A.4. Filipino MSMEs and Adapting Business Tools

B. Theory of Planned Behavior

CHAPTER 3: METHODOLOGY ........................................................................ 29

A.1. Convergent Validity

A.2. Discriminant Validity .............................................................. 34

C. Statistical Treatment of Data

CHAPTER 4: PRESENATION AND DATA ANALYSIS ......................................... 38

A.1. Profile of all Respondents

A.2. Respondent Profile of Potential Clients ................................... 41

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS ............................. 70

B. Implications and Recommendations ..................................................

C. Integrated Marketing Communications Plan (IMC) ............................. 76

References ......................................................................................................... 100

By 1968, PLDT became a Filipino controlled corporation after Ramon Cojuangco

PLDT SME Nation

A. Background of the Study

telecommunications companies. Although they are business owners, they are

B.1. The Theory of Planned Behavior

In their respective aggregates, behavioral beliefs produce a favorable or

Figure 1. The Theory of Planned Behavior taken from Ajzen, 2006

In other words, to predict whether a person intends to do something there are 3

B.2. New Research Model

Figure 2: New Research Model

concerned with practical usefulness or benefits derived from a brand/product. Hedonic

C. Statement of the Problem/Hypothesis

How does the attitude of the Manager/Owner correlate to the

intention of incorporating business tools?

How does the subjective norm of the Manager/Owner correlate to

the intention of incorporating business tools?

How does the perceived behavioral control of the Manager/Owner

correlate to the intention of incorporating business tools?

How does the attitude of the Manager/Owner correlate to the

intention of retaining/upgrading business tools?

How does the subjective norm of the Manager/Owner correlate to

the intention of retaining/upgrading business tools?

How does the perceived behavioral control of the Manager/Owner

correlate to the intention of retaining/upgrading business tools?

How does Brand Trust affect the intention of incorporating PLDT

SME Nation business tools?

How does Brand Trust affect the intention of retaining/upgrading

PLDT SME Nation business tools?

D. Assumption of The Study

sufficient in attaining intended results provided the limited time.