PPT_PROPOSAL_Mondejar&Melodias.pptx

Consumer-Based Brand Equity on the
Basic Training Course of the Negros
Occidental Council Boy Scout of the
Philippines
Myle Edna Melodias
Dayan A. Mondejar
ETEEAP BSBA MM Thesis Proposal Defense
February 23, 20222

INTRODUCTION
Consumer-based brand equity measures what consumers think
and feel about the brand. It used as decision support tool that
sets up a useful diagnosis for the managers about the ideas
consumers have about the brand.
As for the National Training Commission of Boy Scout of the
Philippines the effective delivery of youth program can only be
made by means of quality training. The achievement of
exponential growth of scout memberships will be the results of
having more qualified and trained leaders who are hooked up with
the scouting movement (BSP National Training Policy, 2016).
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

The achievement of exponential growth of scout
memberships will be the results of having more qualified
and trained leaders. Quality training program is a vital
importance, for upon it depends on the qualities and skills
of the scout masters and how they can help achieve the
mission and vision of scouting.
This inspires the researcher as one of the Boy Scout of
the Philippines staff is to further explore the field of
Marketing Management to determine the level of
Consumer-Based Brand Equity on the Basic Training
Course as assessed by elementary and secondary public-
school scout masters in Negros Occidental Council.
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Statement of the Problem
The study will seek to determine the level of
Consumer-Based Brand Equity on the Basic
Training Course of the Negros Occidental Council
Boy Scout of the Philippines.
Specifically, the study will aim to answer the
following questions:
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
1. What is the level of Consumer-Based Brand
Equity on the Basic Training Course of the
Negros Occidental Council Boy Scout of the
Philippines in terms of brand awareness,
brand perceived quality, brand associations,
brand loyalty and brand trust when taken
collectively and be grouped according to
their age, sex, and scout masters?

Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
2. Is there a significant difference in the level of
Consumer-Based Brand Equity on the Basic
Training Course of the Negros Occidental
Council Boy Scout of the Philippines in terms
of brand awareness, brand perceived quality,
brand associations, brand loyalty and brand
trust when grouped according to their age,
sex, and scout masters?

Hypothesis
There is no significant difference in the level of
Consumer-Based Brand Equity on the Basic Training
Course of the Negros Occidental Council Boy Scout
of the Philippines in terms of brand awareness, brand
perceived quality, brand associations, brand loyalty
and brand trust when grouped according to their age,
sex and scout masters.
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Framework
This study will be anchored on the concept of
Consumer-Based Brand Equity model which consists
of five different assets that are the source of the
value creation.
Aaker’s model (1991)
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Schematic Diagram of the Study
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Scouts Masters in Negros Occidental
Council Boy Scout of the Philippines
 Age
 Sex
 Scout masters
Level of Consumer-Based Brand Equity
 Brand Awareness
 Brand Perceived Quality
 Brand Associations
 Brand Loyalty
 Brand Trust
Proposed Marketing Plan for Negros Occidental Council
Boy Scout of the Philippines

Scope and Limitations of the Study
The descriptive-comparative study with the use of
an adopted and modified survey instrument will
determine the level of Consumer-Based Brand Equity
on the Basic Training Course of the Negros
Occidental Council Boy Scout of the Philippines as
assessed by 264 elementary and secondary public
school registered scout masters in Negros
Occidental. The duration of the data collection may
cover the month of February until May 2022.
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Significance of the Study
Boy Scout of the Philippines Local Council Executive Board
>The results of the study may serve as a basis for the decision making for the improvement
of the services of the Basic Training Course.
School Division Superintendent
>The results of the study benefited the SDS because the opportunities to prepare
to their respective roles in leading and support on the program.
Scout Masters
>The study helps the scout masters design more strategies and skills to develop their
commitments in scouting
Learners
>The students were the end beneficiary of all efforts to enhance their skills, values for them
to acquire competencies to be become responsible citizen and capable future leaders in our
community.
Present Researchers
The results of this study benefit the researcher in understanding the level of consumer-
based brand equity of scout masters
Future Researchers
>This study helps other researchers. The data gathered and the findings of this study
enabled them to pursue further research regarding the aspect of the study that need further
investigation. It serves as a reference when they conduct the same study.
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Basic Training Course
>Sectional course attended by unit leaders or scout masters that aimed at equipping the
participants with the basic knowledge and skills in administering the Scouting Program into a
Scout Unit (National Training Commission Program and Adult Resources Development Adults in
Scouting Committee, 2016).
> In this research, it is use as a services avail by the scout masters in Negros Occidental
Council Boy Scout of the Philippines.
Consumer-Based Brand Equity
> As a decision support tool that sets up a useful diagnosis for the managers about the ideas
consumers have about the brand (Szőcs, 2012).
> For this study it is used as the indicator to measure the overall evaluation of scout masters
towards the brand.
Brand Awareness
> This term has different level; at the recognition level, it can provide the brand with a sense of
the familiarity as well as a signal of substance, commitment, and awareness and at the recall
level, it further affects choice by influencing what brands get considered and selected. For many
companies, brand awareness is pivotal and it underlies the strength of successful brands
(Aaker, 1992).
> In this study, the ability of scout masters to identify and recall the services provided on the
Basic Training course.
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Definition of Terms

1.
Research Design –
Quantitative Descriptive
2.
Population and Sample
Size –
(264) registered scout
masters Elementary &
Secondary Public School in
Negros Occidental Council
BSP.
3.
Sampling Technique –
Stratified Simple Random
4.
Data Gathering
Instrument –
Adapted Modified
Questionnaire Published
Work of Sadek and Elway
(2018)
METHODOLOGY
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

 Data Gathering Instrument
Divided into two (2) parts
1. The profile of the respondents in terms of Age, Sex & Scout Masters
2. Level of Consumer-Based Brand Equity on the Basic Training Course of
the Negros Occidental Council of Boy Scout of the Philippines.
Aspects of the five dimensions reflecting brand awareness, brand perceived
quality, brand associations, brand loyalty and brand trust
 Validity
Content Validity Ratio (CVR) developed by Lawshe, 1975
 Reliability
 Thirty (30) elementary and secondary public scout masters in
Metro Manila Council Boy Scout of the Philippines, who are
outside the sample set.
 The researchers will use Cronbach's Alpha method
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222

Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Ethical Considerations
Due to COVID-19 pandemic, all safety and health protocols
will be observed. The researchers properly oriented,
through limited face-to-face interactions, and will be
discussed to the respondents the purpose and use of the
study, voluntary participation, anonymity/confidentiality of
the answers, and content of the survey as part of the Data
Privacy Act of 2012. Written consent will be displayed in the
instructions of the questionnaire. Upon completion of data
processing and analysis, the copies of the answered
questionnaires will be deleted and will be destroyed after
the final research presentation.

Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Statistical Treatment
For Problem No. 1 –
Mean and Standard Deviation
For Problem No. 2 –
To age, and sex, T-test / Mann Whitney – U test
For the scout masters, Anova or Kruskal Wallis will be
applied.

Rating Scale and Interpretation
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Rating scale Verbal Interpretation
4 Strongly Agree
3 Agree
2 Partly Disagree
1 Disagree

Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
Interpretation Table for the level of Consumer-Based Brand Equity
Mean Score Range Interpretation
3.26 -4.00 Very High Level
2.51 - 3.25 High Level
1.76 - 2.50 Low Level
1.00 - 1.75 Very Low Level

.
Questionnaire
Myle Edna Melodias
Dayan A. Mondejar
February 23, 20222
SURVEY QUESTIONNAIRE
CONSUMER-BASED BRAND EQUITY ON THE BASIC TRAINING COURSE OF THE
NEGROS OCCIDENTAL COUNCIL BOY SCOUT OF THE PHILIPPINES
Dear Respondents,
Good day! We, the marketing students of La Consolacion College – Bacolod seek your
kind cooperation in the survey that we are doing as part of our requirements in our research
class. We will be asking you some questions regarding the Customer-Based Equity on the
Basic Training Course of the Negros Occidental Council Boy Scout of the Philippines. The
information collected from the survey will be kept with utmost confidentiality.
Myle Edna B. Melodias
Researcher1
Dayan Mondejar
Researcher2
_________________________________________________________________________
___
Part I. Profile. Fill in the blanks with the needed answers.
Name (Optional): ____________________________ Age: ____
Sex: □ Male □ Female
Scout Masters
□ Kawan Leader
□ Troop Leader
□ Outfit Advisor
□ Circle Leader
Part II . Questionnaire Proper
Instructions:
As a customer, rate your observation on how effective are the Basic Training Course
administered by the Negros Occidental Council Boy Scouts of the Philippines.
Number Code Response
4 Strongly Agree
3 Agree
2 Partly Disagree
1 Strongly Disagree

.
Questionnaire
Myle Edna Melodias
Dayan A. MondejBSBA MM ar
ETEEAP Thesis Proposal Defense
February 23, 20222
Please take position in the following statements.
Strongly
Agree
Agree Partly
Disagree
Strongl
disagre
4 3 2 1
A. On Brand Awareness
1. The Basic Training Course is administered by the
Boy Scouts of the Philippines
2. When I think of a training program, this course is
one of the programs that come to mind.
3. I do well recognize this Basic Training Course from
other competing programs.
4. I know this training program very well.
5. I can quickly recall this training program.
B. On Brand Perceived Quality
1. Compared to other training programs, this Basic
Training Course is of high quality.
2. This BTC is the best training program in the Boy
Scouts of the Philippines.
3. This BTC consistently perform better than all other
competing training programs
4. I can always count on this training program for its
consistent high quality.
5. This training program offers excellent features.
6. The overall quality provided by the BTC is excellent.
7. The quality given by BTC is impressive.
8. The training program provided by the BTC are of
high standard
C. On Brand Associations
1. I can quickly recall some characteristics of this BTC.
2. I have a clear image of the type of person who
would most likely participate in BTC.
3. The intangible attributes of this BTC are reason in
itself to avail the training programs.
4. These training programs have a unique image in my
mind as compared to others.
D. On Brand Loyalty
1. This training is my first choice when I a joined the
BSP.
2. I will not switch to other scouting programs if this
BTC is available.
3. I intend to patronize the BTC in the upcoming years.
4. I will recommend this training program to my
colleagues.
5. I will continue to be a supporter of this BTC.
E. On Brand Trust
1. This considers my career growth as very important
2. They have the ability to meet its promises.
3. They can properly handle my complaints.
4. This BTC is remarkably expert in its field.

PPT_PROPOSAL_Mondejar&Melodias.pptx

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PPT_PROPOSAL_Mondejar&Melodias.pptx