effectiveness of using celebrity endorsers in the advertisements of philippine-branded mobile...
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thesis.TRANSCRIPT
EFFECTIVENESS OF USING CELEBRITY ENDORSERS IN THE ADVERTISEMENTS OF PHILIPPINE-BRANDED MOBILE DEVICES
AS PERCEIVED BY THE STUDENTS OF CAVITE STATE UNIVERSITY CAVITE CITY CAMPUS: AN EVALUATION
An Undergraduate ThesisProposal Submitted to the Faculty
of Department of ManagementCavite State University
Cavite City Campus
In partial fulfillmentof the requirements for the degree
Bachelor of Science in Business Management major in Marketing Management
MARY NESTHER NATAVIOJULY 2013
Republic of the PhilippinesCAVITE STATE UNIVERSITY
Cavite City Campus
DEPARTMENT OF MANAGEMENT
An Undergraduate Thesis Proposal of: MARY NESTHER NATAVIO
Proposed Title: EFFECTIVENESS OF USING CELEBRITY ENDORSERS IN THE ADVERTISEMENTS OF PHILIPPINE-BRANDED MOBILE DEVICES AS PERCEIVED BY THE STUDENTS OF CAVITE
STATE UNIVERSITY CAVITE CITY CAMPUS: AN EVALUATION
A P P R O V E D
Panelist 1 Date Panelist 2 Date
Panelist 1 Date Panelist 2 Date
Adviser Date Technical Critic Date
FRINZE AL A. BERNAL VICTORIANO N. RODILDepartment Head Date RDE Coordinator Date
LILIBETH P. NOVICIO, PhD ___________ Campus Dean Date
STUDY ON THE IMPACT OF MOBILE PHONE PRODUCTS’ CELEBRITY ENDORSEMENTS ON THE BUYING BEHAVIOR OF STUDENTS OF CAVITE
STATE UNIVERSITY CAVITE CITY CAMPUS
Mary Nesther Natavio
An undergraduate thesis manuscript presented to the faculty of Department of Management, Cavite State University – Cavite City Campus, Cavite City in partial fulfillment of the requirements for graduation for the degree of Bachelor of Science in Business Management major in Marketing with Contribution No.___________________. Prepared under the supervision of Mr. Paulo Albaniel.
INTRODUCTION
Every day, we are bombarded by the advertisements of the products wherein
celebrities are present. This use of celebrity endorsers to promote consumer goods is a
marketing tactic that dates back to the mid-nineteenth century.
Roll said that a celebrity endorsement is a channel of brand communication in
which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and
position by extending his/her personality, popularity, stature in the society or expertise in
the field to the brand (Roll). So over the years, many companies have been investing on
many celebrities like Michael Jordan for Nike, Britney Spears for Pepsi, etc. that costs
millions of dollars. However, there are still who names celebrity advertisement as
ineffective and would deny its persuasiveness. But contrary to some marketers and even
some people’s statement, there is still an abundant evidence that indicates otherwise. As
mentioned in the study The Impact of Celebrity Endorsements on the Buying Behavior of
Rowan University Students Age 18-24 of Reginald Esangbedo from Rowan University,
recent studies show that sales for some brands increased by up to 20% after execution of
a celebrity endorsement campaign. And, according to Anita Elberse, associate professor
at Harvard Business School, “some companies have seen their stock increase by 0.25%
on the day the deal was announced” (Crutchfield). And in addition, in year 1984, after the
success of his blockbuster album, Thriller, Michael Jackson signed on as the new face of
Pepsi; this historic deal led to a spike in Pepsi’s sales and an increase in market share
(Herrera).
Currently, mobile phone products are one of the most popular products being sold
and innovated today. Statistics have been found that Philippines emerged as the fastest
growing market for smartphones in Southeast (philstar.com). By the data released by
GfK, one of the largest research companies in the world, it showed that smartphone take-
up rate in the Philippines reached 146 percent, faster than Thailand’s 140 percent,
Vietnam’s 118 percent and Indonesia’s 30 percent. The Ipsos Media Atlas Philippines
Nationwide Urban 2011-2012 survey also yield results that showed 30 percent of the
Philippine urban population nationwide saying that mobile phones are necessities in life
and 21 percent saying they plan to use their mobile phones more often
(technology.inquirer.net).
It is no wonder, with the statistics stated above, that the local mobile phone brands
Cherry Mobile, MyPhone and Torque are doing ways to widen much more their market
share in the country. And of the obvious strategies they have been doing is the use of
celebrity endorsers. As stated in the website of Cherry Mobile, their lineups of brand
ambassadors include John Lloyd Cruz, Kim Chiu, Robin Padilla, Willie Revillame, Anne
Curtis and Sarah Geronimo. Meanwhile Torque and MyPhone also have their own
endorsers. For Torque, Billy Crawford, Carla Abellana, Luis Manzano and Iya Villania
are representatives while Karthryn Bernardo, Daniel Padilla, Enrique Gil, Karen Reyes,
Ryan Boyce, Julia Montes, Martin del Rosario, Sam Conception, Janine Gutierrez,
Derrick Monasterio, Bea Binene, Barbie Forteza, and many more were the faces of
MyPhone. This use of such numbers of endorsers for the said product just shows that in
general, they do work.
This research would focus on the impact today of celebrities to the buying
behavior of the students with regards to the mobile phone products stated above. Do
celebrity endorsements really help the company that hired them? Do they really help in
purchase decision of the students of Cavite State University Cavite City Campus or not?
Statement of the Problem
The main purpose of the study was to analyze the impact of mobile phone
products’ celebrity endorsements on the buying behavior of students of Cavite State
University Cavite City Campus.
Specifically, the study aimed to answer the following questions:
1. What is the demographic profile of the students of Cavite State University
Cavite City Campus with regards to:
1.1. Age;
1.2. Gender;
1.3. Year and course;
1.4. Civil Status;
1.5. Weekly allowance/Monthly Salary/Income (if applicable)
2. What are the attributes of the celebrities that influence students on their
purchase decisions of mobile phones in terms of:
2.1. Credibility
2.2. Attractiveness
2.3. Public Image
3. Does celebrity endorsement have impact on the buying behavior of students of
Cavite State University Cavite City Campus in terms of:
3.1. Attention
3.2. Interest
3.3. Desire
3.4. Action
Importance of the Study
People see celebrities every day, whether in television or magazine. They often
set as the role model of others for they are being idolized by their appearance and by their
characters that is seen by the public. This study provides information about the impact of
mobile phone products’ celebrity endorsements on the buying behavior of students of
Cavite State University Cavite City Campus.
The study is mostly beneficial to the manufacturers and makers of mobile phone
products. They will be able to have a better idea of attributes that matters most to
consumers in the group being studied.
This study would be mostly beneficial to the future researchers, specifically for
the Cavite State University Cavite City Campus students as this manuscript was done by
one of their fellow students. This paper would serve as their reference towards better
study of the same or related field that they would like to pursue.
The study also will be significant to the present and future marketers and
advertisers. Knowing whether celebrity endorsement have an impact or not on the buying
behavior of the students will give them information if they should use it as one of their
advertising strategy.
The study will also benefit on the celebrities themselves. They will be able to
know the reasons why they are effective or not on their endorsements of their mobile
phones. Through this, they can make themselves better in their future endorsements and
as well as careful on their actions.
Lastly, the study is also beneficial to the consumers of the mobile phones.
Whether they themselves are affected by the endorsements or not, they will have a better
understanding as to why others are affected or not by such endorsements. Additional
knowledge will be acquired.
Objectives of the Study
This study was conducted to know the impact of mobile phone products’
celebrity endorsements on the buying behavior of students of Cavite State
University Cavite City Campus.
Specifically, the study aimed to:
1. Determine the demographic profile of the students of Cavite State University
Cavite City Campus with regards to:
1.1 Age;
1.2 Gender;
1.3 Weekly allowance;
1.4 Year, section and course;
1.5 Civil Status;
1.6 Job and monthly salary/income (if applicable)
2. Determine the attributes of the celebrities that influence students on their
purchase decisions in terms of:
2.1 Credibility
2.2 Attractiveness
2.3 Public Image
3. Determine whether celebrity endorsements have impact on the buying
behavior of students of Cavite State University Cavite City Campus in terms
of:
3.1 Attention;
3.2 Interest;
3.3 Desire;
3.4 Action
Research Hypothesis
Celebrities do not have any impact on the buying behavior of students of Cavite
State University Cavite City Campus. The students are not persuaded to buy the mobile
phone products that are endorsed by its celebrities.
Time and Place of Study
The study was conducted within the period from July 2013 to February 2014. The
study was mannered within the premises of Cavite State University – Cavite City
Campus. The participants are the students enrolled in Cavite State University Cavite City
Campus in the year 2013, first semester.
Scope and Limitation of the Study
The research focused on the impact of mobile phone products’ celebrity
endorsements on the buying behavior of students of Cavite State University Cavite City
Campus. In line with this, the data is limited only to the information provided by the
respondents (students) as well as the gathered data by the researcher. The mobile phone
products that are included in the study are the products of Cherry Mobile, MyPhone
Mobile and Torque Mobile phones which are locally assembled mobile phones.
Conceptual Framework
The study was made in order to know the impact of mobile phone
products’ celebrity endorsements on the buying behavior of students of Cavite
State University Cavite City Campus.
Figure 1 illustrates the conceptual framework on the relationship of the celebrity
endorsement to the buying behavior of students of Cavite State University Cavite City
Campus.
Figure 1. Research paradigm of the study regarding the impact of mobile phone
products’ celebrity endorsements on the buying behavior of students of Cavite State
University Cavite City Campus.
Demographic Profile of Cavite State University Students
Age Gender Year, section and course Civil status Job (if applicable) Weekly school
allowance/Salary
Impact of the celebrity endorsements of mobile phone products in terms of:
Attention Interest Desire Action
Attributes of Celebrity endorsers 1. Credibility2. Attractiveness3. Public Image
Buying behavior of students of Cavite State University Cavite City Campus
Recommendation
Theoretical Framework
Howard developed the first consumer decision-model in 1963 (Du
Plessis,Rousseau et al. 1991). This model was developed further in 1969 by Howard and
Sheth to become the ‘Theory of Buyer Behaviour’ (or Howard and Sheth Model)
(Howard and Sheth 1969). It provides “a sophisticated integration of the various social,
psychological and marketing influences on consumer choice into a coherent sequence of
information processing” (Foxall 1990 p.10). The authors interest was in constructing a
comprehensive model that could be used to analyse a wide range of purchasing scenarios,
and as such the term ‘buyer’ was preferred over ‘consumer’ so as to not exclude
commercial purchases (Loudon ANDDella Bitta 1993).
Input variables are the environmental stimuli that the consumer is subjected to,
and is communicated from a variety of sources. Significative stimuli are actual elements
of products and brands that the buyer confronts (Loudon ANDDella Bitta 1993), while
symbolic stimuli refers to the representations of products and brands as constructed by
marketers through advertising and act on the consumer indirectly (Foxall 1990) (Howard
ANDSheth 1969). Social stimuli include the influence of family and other peer and
reference groups. The influence of such stimuli is internalised by the consumer before
they affect the decision process.
Definition of Terms
To provide a better understanding on some of the terms used in this study,
the following were defined.
Celebrity. Refers to a widely known person
Mobile phone. A mobile phone (also known as a cellular phone, cell phone, and
a hand phone) is a device that can make and receive telephone calls over a radio
link while moving around a wide geographic area.
Endorse. To approve, support, or sustain.
Attractive. Pleasing to the eye or mind especially through beauty or charm
Local. Of or belonging to or characteristic of a particular locality or
neighbourhood
Product. A commodity offered for sale.
Credible. Capable of being believed.
Match. Be compatible, similar or consistent; coincide in their characteristics.
Brand. A name given to a product or service.
REVIEW OF RELATED LITERATURE
In this chapter, supporting information will be discussed. The importance of
having the demographic profile included in the study is explained. The celebrity
endorsement will be further explored with the use of several determinants. This section
describes which factors a celebrity should have to be a solid endorser. The factors
included in this paper are the Meaning Transfer Model, Match-Up Hypothesis, Source
Credibility Theory and Attractiveness. This section will also give some information about
the mobile industry in the country and as well as of the mobile phone brands used in the
study;CherryMobile MyPhone and Torque.
Demographic Profile
Demographics or demographic data refers to selected population characteristics as
used in government, marketing or opinion research, or the demographic profiles used in
such research. Commonly-used demographics include race, age, income, disabilities,
mobility (in terms of travel time to work or number of vehicles available), educational
attainment, home ownership, employment status, and even location. Distributions of
values within a demographic variable, and across households, are both of interest, as well
as trends over time. Demographics are frequently used in economic and marketing
research.
Marketers typically combine several variables to define a demographic profile. A
demographic profile (often shortened to "a demographic") provides enough information
about the typical member of this group to create a mental picture of this hypothetical
aggregate. For example, a marketer might speak of the single, female, middle-class, age
18 to 24 demographic.
Marketing researchers typically have two objectives in this regard: first to determine what
segments or subgroups exist in the overall population; and secondly to create a clear and
complete picture of the characteristics of a typical member of each of these segments.
Once these profiles are constructed, they can be used to develop a marketing strategy and
marketing plan. (Klauke, A. (2000) Coping with Changing Demographics an analysis of
the effect of changing demographic patterns on school enrollments and education.)
Source Credibility Theory
Credibility is “the extent to which the recipient sees the source as having relevant
knowledge, skills, or experience and trusts the source to give unbiased, objective
information” (Belch & Belch, 1994, page 189). Source credibility suggests that the
effectiveness of a message depends on the "expertness" and "trustworthiness" of the
source (Hovland, Janis, and Kelley, 1953; Sternthal, Dholakia, and Leavitt 1978). The
central goal of advertising is the persuasion of customers i.e., the active attempt to change
a modify consumers attitude towards the brands (Soloman, 2002). The creditability of the
advertisement is immense. Credibility is particularly important when people have a
negative attitude towards the brand and powerful arguments are needed to inhibit the
counter arguing and positively influence the attitude towards the brand.
Researchers and scholars in marketing communication have identified three
components as making up the credibility construct: knowledge or expertise,
trustworthiness, and appearance or attractiveness (Baker and Churchill, 1977; Joseph,
1982; Kahle and Homer, 1985; Maddox and Rogers, 1980).
Principle of Attractiveness
The concept of attractiveness does not only entail the physical attractiveness.
Attractiveness also entails concepts such as intellectual skills, personality properties, way
of living, athletic performances and skills of endorsers (Erdogan, 1999). Celebrities can
be attractive because they established for example great sport performances and people
have great respect for their achievement and therefore are attracted to them. Physical
attractiveness suggests that a celebrity determines the effectiveness of persuasion as a
result of that consumers wanting to be like the endorser and wanting to identify
themselves with that endorser (Cohen & Golden, 1972). On the other hand, there are
examples of celebrities who are considered less attractive, but do represent the image the
company wants to create and have. When the match-up between brand and celebrity is
present, attractiveness becomes less important and therefore the company might choose a
less attractive celebrity. There are huge numbers of physical attractive celebrities who
endorse a product. An example is David Beckham for the Armani brand. The majority of
people are attracted by David Beckham. Men want to be associated with the soccer player
and fashion man David Beckham, while woman are physically attracted by his
appearance because David Beckham always looks fashionable and has great athletic
performances. He is extremely credible and attractive and has a high degree of similarity;
people want to be like him.
The Meaning Transfer Model
Anthropologist and corporate consultant Grant McCracken (1989) created a three-
stage model to help explain meaning transfer as it relates to celebrity endorsement deals.
The effectiveness of the endorser depends on the meaning the celebrity is bringing into
the endorsements process and the brand. In the first stage in his model, the meaning
connected with the famous persons makes them the endorser to the product or brand.
Thus, the meanings attributed to the celebrity become associated with the brand in the
consumers. Secondly, in the consumption process, the customer acquires the brands’
meaning. The third stage of the model explicitly shows the importance of the consumer’s
role in the process of endorsing brands. It is the stage where the consumer acquires the
brand meaning after they purchased the product.
The Match-Up Hypothesis
The match-up hypothesis specifically suggests that the effectiveness depends on
the existence of a “fit” between the celebrity and endorsed brand (Till and Buster, 1998:
Khatri, 2006). The model emphasizes that the physical attractiveness of a celebrity
endorser will enhance evaluations of the products characteristics only if the
characteristics of the product “match-up” with the image conveyed by the celebrity.
Marketers must match the product or company’s image to the features of the target
market, and the personality of the celebrity, in order to establish effective messages and
the determinant of the match between celebrity and brand depends on the degree of
perceived association between brand (brand name, attributes) and celebrity image
(Khatri, 2006; Okorie, 2010). A seminal study in the development of this hypothesis was
conducted in 1973 by consumer behavior experts Rabindra Kanungo and Sam Pang.
Their study, which paired 8 male and female non-celebrity models with a selection of
products, found that the effect of the models varied depending on the product with which
they were paired (Till and Busler).
Celebrity Scandals
Previous celebrity endorsement and scandal studies (Edwards & Ferle, 2009; Fink
et al., 2009; Johnson, 2005; Money et al., 2006; Till & Shimp, 1998; White et al., 2009)
found that many firms worried whether a celebrity endorser’s scandal might have a
negative impact on their brand evaluations. Even though each study had different settings
and somewhat different results, these previous studies commonly found that consumer’s
brand evaluations, such as brand attitude, image, and purchase intention, were seriously
affected by the celebrity endorser’s scandal or negative information (Park, Phua, Xia
2011).
Association of the celebrity with a controversy or ill-behavior can cause negative
impact to the endorsements. Any act on the part of the endorser that gives him a negative
image among the audience and goes on to affect the brands endorsed. The brand, in most
instances, takes a bashing. Ann Green (2009), senior vice president at Millward Brown,
said, "In the past few years, we have seen a slight decline in the use of celebrity
endorsements and that is in part due to the risk associated as well as the necessary
investment."
The AIDA Model
Designed by Strong, AIDA model involves Attention, Interest, Desire and Action.
The recipient of a message moves from awareness to Interest and again to desire to reach
the level of satisfaction - the purchase of the product. The advertiser should draw the
attention of the consumers to create desire to buy the product. In the beginning of the
advertisement the attention of the potential customer should be drawn. Now, interest
should be aroused and held through the advertising process. Interest leads to desire.
Customers can satisfy their wants or desires by purchasing goods. The AIDA model is
adopted by advertisers indirectly or directly adopting different messages and media.
Mobile Phone Industry in the Philippines
More Filipino consumers are moving into the "mobile life" with increasing usage
of mobile devices and majority of them consider mobile phones their most important
piece of technology, the latest market survey by TNS showed. According to the "Mobile
Life 2013," a survey conducted by world's leading customized research company TNS
that looks into the mobile lifestyle and usage of 38,000 respondents globally including
500 Filipinos, technology is changing and shaping consumers' mobile usage and
expectations among Filipinos. The survey examines how people are interacting through
their mobile devices and takes a peek at their mobile lifestyle. Of the 500 sample survey
conducted for Metro Manila from November, 2012 to January this year, 64 percent of
respondents believe that a mobile phone is their most important piece of technology. This
is higher than the 54 percent average across 43 countries surveyed by TNS (Manila
Bulletin).
Also, based on the data posted at Wikipedia website, Philippines got the top 10
spot in the list of countries that have the most number of mobile phone in use. The
information seen on the said website was from BuddeComm, an independent research
and consultancy company, focusing on the telecommunications market and its role within
the digital economy.
MyPhone, Cherry Mobile and Torque
These three brands offer local mobile phones with high end features but cheap
price. Most of them started with 3 mobile phones in the beginning. But today, these
locally made mobile phones has been gaining wide acceptance in the country. Currently,
they these mobile phones has been releasing their newest product innovations like the
Iceberg of MyPhone, Omega HD 2.0 of Cherry Mobile and Droidz Quad of Torque that
can be compared with the internationally acclaimed phones.
MyPhone entered the mobile phone industry with only 3 models and 15 dealers
distributing its products nationwide during its first year, 2007. Currently, the company
holds more or less 20 mobile phones (mix of smartphone and feature phone).
(myphone.com.ph).
Cherry Mobile, one of the most popular among the three, started in 2009 as a
mobile phone brand with only four units to showcase. In just a span of three years,
Cherry Mobile now carries more than 100 handsets, and is most preferred local handset
in the entry-level market (cherrymobile.com.ph).
Torque, was launched in December 2008, Torque is one of the best-selling local
brands of cheap but trendy phones in the Philippines today as the features of Torque
phones rival those that high-end phones offer (torque.com.ph).
METHODOLOGY
This chapter deals about how the researcher conducted her study regarding the
impact of mobile phone products’ celebrity endorser to the buying behavior of the
students of Cavite State University Cavite City Campus.
Research Design
Descriptive method was used in the research. The kind of descriptive technique
that was used is the survey method where-in participants answered the questions
administered through interviews or questionnaires. After participants answered the
questions, researcher described the responses given.
The use researcher selected this method due to the reason that descriptive method
gives meaning to the quality and standing of facts that are going on. It also gives better
and deeper understanding of phenomenon on the basis of in-depth study of the
phenomenon.
Analytical method was also used in the study. The reason is to analyze the
information given by the participants.
Sources of Data
The researcher used the partial enumeration sampling procedure in selecting the
total number of respondents of her study. The population of the students of Cavite State
University Cavite City Campus was from the registrar office.
Table 1. Sample Size of Population of students of Cavite State University Cavite City
Campus
COURSE NUMBER OF STUDENTS
BS Business Management 75
BS Information Technology 118
BS Computer Science 24
BS Hotel and Restaurant Management 46
BS Elementary Education 20
BS Secondary Education and Elementary Education 46
Associate in Computer Technology 26
Basic Seaman Training Course 11
TOTAL 346
Primary data was used in the study. The data came from the prepared set of
questionnaires of the researcher. The secondary data were taken from sources such as
book, journal, internet, newspaper, magazines, and other thesis dissertations.
Data Gathering Procedures
The researcher went to the registrar office to have the total number of students in
the campus. It was posted there and available to all students and faculty members who
would need the information. After having the population of the campus, sample size of
the data were computed to have the total number of her respondents.
After getting the total number of her respondents, the researcher proceeds on
making the survey questionnaire. She went over on other thesis dissertations related to
her study, searched the internet and ebook files as reference, and as well as made her own
variation of questions to be used in the study. The question was then analyzed by her
instructor. After the instructor’s approval, the researcher went on to have her study. The
questionnaires and interview were also done personally.
The researcher also searched the internet, library, and other thesis dissertations
available online and in the campus library, books, and newspapers to have the secondary
data she used in her study. She compiled all the useful information she got and then
choose which is the most appropriate and much understandable for her study.
Data Analysis
The researcher used the descriptive method to obtain first hand data from the
respondents so as to formulate rational and sound conclusions and recommendations for
the study. Analytical method was also used for reasoning out the result and interrelations
of the impact of celebrity endorser to the buying behavior of students of Cavite State
University Cavite City Campus with respect to mobile phone products. Different
formulas were also used to interpret the results of the study such as percentage, mean,
weighted mean, etc. Such formulas will help in understanding the answers of the
participants which is very important in answering the researchers questions.
Statistical Treatment of Data
The following formulas were used for the study.
Percentage. It was used to determine quantitative relation to whole response.
Formula:
Where:% - percentage
f – frequency
n – number of respondents
Mean. It was used to determine the average result of each question on the
questionnaire.
Formula:
Where:
- the mean of the set of x values
- the sum of all x values
n - number of x values
Weighted mean. This was used to get the average of all questions and to
determine the degree of agreement of the respondents on each questions.
Formula:
Where:
- weighted mean
- the weight of x
- score of responses
- the sum of products of X and W
- the sum of the weight of X
Table 1.Conversion of Weighted Means into Verbal Interpretations.
Research Instrument
The questionnaire was prepared by the researcher. The study of Mr. Reginald
Esangbedo, The Impact of Celebrity Endorsements on The Buying Behavior of Rowan
University Students Age 18-24, serves as the basis of the questionnaires prepared.
Modifications were made to make the questionnaires more appropriate for the study. It
was divided into three parts wherein the first part was about the students’ information
which includes the demographic profile of the students like age, gender, course, year and
section, weekly allowance, job and monthly salary or income (if necessary). The second
part consists of the questions that are about the use of local mobile phone companies of
celebrities. Lastly, the part three of the questionnaire was about the attributes of celebrity
endorsers, the negative and positive.
Respondents will answer the questionnaires on the first and second part by
checking the appropriate space for that will serve as their answer, while the third part,
students will rate the questions with the ratings that will vary from 4 – 1. 4 will have an
Weighted Mean Verbal Interpretation
4.21 – 5.00 Excellent
3.41 – 4.20 Very Satisfactory
2.61 – 3.40 Satisfactory
1.81 – 2.60 Good
1.00 – 1.80 Fair
interpretation as strongly agree, 3 as agree, 2 as disagree and 1 as strongly disagree.