Consumer Perceptions of Social Enterprises: Data Analysis (PDF)

1\. To determine the demographic profile of respondents in terms of age and highest educational attainment. **Frequencies for Age** ------------------------- --------------- ------------- -- -------- -- --- -- --- -- **Age**...

1\. To determine the demographic profile of respondents in terms of age and highest educational attainment. **Frequencies for Age** ------------------------- --------------- ------------- -- -------- -- --- -- --- -- **Age** **Frequency** **Percent** 18-24 76 76.00 25-34 10 10.00 35-44 8 8.00 45-54 5 5.00 55 and above 1 1.00 Missing 0 0.00     Total 100 100.00     The table above shows the frequency of the respondents' age. As presented, 76 (76%) are in the age range of 18-24 years old. 10 (10%) are ages 25- 34 years old, 8 (8%) are ages 35-44 years old, 5 (5%) are ages 45 -- 54 years old, and 1 (1%) respondent is 55 years old and above. **Frequencies for Highest Educational Attainment** ---------------------------------------------------- --------------- ------------- -- -------- -- --- -- --- -- **Highest Educational Attainment** **Frequency** **Percent** College Graduate 22 22.00 College Level 62 62.00 High School Graduate or Less 10 10.00 Master's Degree or Higher 6 6.00 Missing 0 0.00     Total 100 100.00     The table above shows the frequency of the respondents' educational attainment. As presented, 62 (62%) of them reached College level. On the other hand, 22 (22%) are College Graduate, 10 (10%) are accomplished their High School or less, and 6 (6%) respondents are master's degree holder and higher 2\. To determine how branding strategies of social enterprises influence consumer perceptions. **Branding Strategies** **Mean** **Std. Deviation** **Interpretation** ---------------------------------------------------------------------------------------------------------- ---------- -------------------- -------------------- The branding of a social enterprise influences my perception of their credibility and trustworthiness 3.47 0.50 Agree I tend to support social enterprises that have a strong and recognizable brand identity 3.48 0.56 Agree The branding of social enterprises should clearly reflect their mission and values. 3.67 0.49 Strongly Agree Social enterprises with a consistent brand image across various platforms are more appealing to me. 3.56 0.56 Strongly Agree The logos and visual designs of social enterprises should be appealing and memorable 3.55 0.54 Strongly Agree The brand names of social enterprises should resonate with their target audience and cause 3.55 0.54 Strongly Agree The transparency of social enterprises strengthen their brand reputation 3.63 0.54 Strongly Agree The ethical practices of social enterprises positively impact their brand credibility 3.63 0.49 Strongly Agree The brand of a social enterprise is an important factor in my decision to support or purchase from them. 3.53 0.52 Strongly Agree **Overall Mean** **3.56** **0.53** **Strongly Agree** The table above shows the branding strategies of social enterprises that influence consumer perceptions. As presented, the item "The branding of social enterprises should clearly reflect their mission and values" obtained the highest mean of 3.67 (SD = 0.49), interpreted as strongly agree. Meanwhile, "The branding of a social enterprise influences my perception of their credibility and trustworthiness" obtained the lowest mean of 3.47 (SD = 0.50), interpreted as agree. Overall, items obtained a mean of 3.56 (SD = 0.53), interpreted as strongly agree. This means that most respondents are convinced that branding strategies such as brand names relatively influence consumer perceptions **Frequencies for Branding Importance** ----------------------------------------- --------------- ------------- -- -------- -- --- -- --- -- **Branding Importance** **Frequency** **Percent** Brand Communication 2 2.00 Brand Personality 11 11.00 Brand Positioning 7 7.00 Brand Promise 15 15.00 Brand Reputation 1 1.00 Brand identity 64 64.00 Missing 0 0.00     Total 100 100.00     The table above shows the frequency of the most important branding when choosing a social enterprise as per the respondent. As presented, most of them believe that Brand Identity is the most important, having a frequency of 64 (64%). Whereas, 15 (15%) stated that it is the Brand Promise, 11 (11%) said it is the Brand Personality, 7 (7%) thinks Bran Positioning, 2 (2%) believe that the most important is Brand Communication, and 1 (1%) respondent said that it is the Brand Reputation. 3\. To examine how consumer awareness of a social enterprise's social mission impacts their level of engagement and purchasing behavior. **Frequencies for What social enterprise are you aware of ?** --------------------------------------------------------------- ----------------- ------------- -- -------- -- --- -- --- -- **What social enterprise are you aware of** **? Frequency** **Percent** Bambikes 9 9.00 Bayani Brew 1 1.00 Gawad Kalinga 74 74.00 Messy Bessy 2 2.00 None 5 5.00 Plush and Play 3 3.00 The Paper Project 6 6.00 Missing 0 0.00     Total 100 100.00     The table above shows the frequency of the respondents' most aware social enterprise. As presented, 74 (74%) are aware of Gawad Kalinga. 9 (9%) respondents are mostly aware of Bambikes, 6 (6%) are familiar with the Paper Project, 5 (5%) stated they are unaware of any social enterprise,3 (3%) are aware of Plush and Play, 2 (2%) knows Messy Bessy and 1 (1%) respondent is aware of Bayani Brew. **Consumer Awareness ** **Mean** **Std. Deviation** **Interpretation** -------------------------------------------------------------------------------------------------------------------------- ---------- -------------------- -------------------- I am more likely to purchase from a social enterprise if I am aware of their social mission 3.51 0.54 Strongly Agree I believe that the social enterprise\'s work positively affects the community\'s emotional well-being. 3.47 0.52 Agree When I learn about a social enterprise's social mission, I am more likely to share their content or products with others 3.49 0.59 Agree I feel more confident purchasing from a social enterprise that clearly communicates its social mission 3.58 0.54 Strongly Agree I believe the social enterprise is transparent about its impact on people's lives 3.51 0.54 Strongly Agree I am aware of the specific beneficiaries or communities that benefit from this social enterprise\'s 3.36 0.63 Agree I am likely to participate in campaigns or events organized by this social enterprise due to my awareness of its mission 3.29 0.66 Agree I actively seek out information about social enterprises before making a purchase or donation 3.41 0.64 Agree **Overall Mean** **3.45** **0.59** **Agree** The table above shows the consumer awareness of respondents towards social enterprises. As presented, the item "I feel more confident purchasing from a social enterprise that clearly communicates its social mission" obtained the highest mean of 3.58 (SD = 0.54), interpreted as strongly agree. Meanwhile, "I am likely to participate in campaigns or events organized by this social enterprise due to my awareness of its mission" obtained the lowest mean of 3.29 (SD = 0.66), interpreted as agree. Overall, items obtained a mean of 3.45 (SD = 0.59), interpreted as agree. This means that most respondents are aware of social enterprise such as its social mission, beneficiaries etc. 4\. To investigate how emotional appeals in marketing affect respondents' engagement and purchasing decisions from social enterprises. **Emotional Appeals ** **Mean** **Std. Deviation** **Interpretation** ------------------------------------------------------------------------------------------------------------------------- ---------- -------------------- -------------------- Marketing campaigns that use emotional appeals make me more likely to engage with the social enterprise 3.33 0.57 Agree The messaging of  social enterprise makes me feel empathetic towards its beneficiaries 3.37 0.49 Agree I would be willing to pay more for products/services from social enterprise because of the emotional connection I feel. 3.27 0.69 Agree I am more likely to recommend this social enterprise to others because of how it makes me feel 3.32 0.63 Agree The emotional appeal of social enterprise makes me feel hopeful about the future 3.38 0.58 Agree I feel a sense of urgency or responsibility after being exposed to the emotional appeals of this social enterprise. 3.11 0.68 Agree I feel proud to support social enterprise because of its emotional appeal 3.36 0.58 Agree The emotional appeal of social enterprise feels manipulative 3.01 0.77 Agree **Overall Mean** **3.27** **0.64** **Agree** The table above shows the emotional appeals in marketing that affect respondents' engagement and purchasing decisions from social enterprises. As presented, the item "The emotional appeal of social enterprise makes me feel hopeful about the future" obtained the highest mean of 3.38 (SD = 0.58), interpreted as agree. Meanwhile, "The emotional appeal of social enterprise feels manipulative" obtained the lowest mean of 3.01 (SD = 0.77), interpreted as agree. Overall, items obtained a mean of 3.27 (SD = 0.64), interpreted as agree. This means that most respondents believe that emotional appeals such as in marketing really influences their purchase decisions. **Frequencies for Compelling Emotional Appeal** ------------------------------------------------- --------------- ------------- -- -------- -- --- -- --- -- **Compelling Emotional Appeal** **Frequency** **Percent** Fear 3 3.00 Guilt 9 9.00 Happiness 65 65.00 Hope 1 1.00 Nostalgia 3 3.00 Warmth 19 19.00 Missing 0 0.00     Total 100 100.00     The table above shows the frequency of the most compelling emotional appeal as per the respondent. As presented, most of them believed that Happiness is the most compelling, having a frequency of 65 (65%). Meanwhile, 19 (19%) stated that it is the warmth emotional appeal, 9 (9%) are convinced that it is guilt, 3 (3%) are fear, another 3 (3%) respondents stated that it is nostalgia and only 1 (1%) said it is hope. 5\. To identify which marketing channels are most effective in shaping positive consumer perceptions of social enterprises. **Marketing Channels ** **Mean** **Std. Deviation** **Interpretation** ----------------------------------------------------------------------------------------------------------------------------------------- ---------- -------------------- -------------------- Social media platforms (such as Facebook, Instagram, and Twitter) are the most effective in shaping my perception of social enterprises 3.62 0.53 Strongly Agree I find that content on a social enterprise\'s website is an effective way to form a positive perception of them 3.51 0.54 Strongly Agree Email marketing campaigns by social enterprises help me feel more connected to their brand and mission 3.01 0.78 Agree Television and radio ads are effective in creating a positive image of social enterprises 3.28 0.60 Agree I trust information from social enterprises more when I encounter it through influencer marketing on social media. 3.19 0.65 Agree **Overall Mean** **3.32** **0.66** **Agree** The table above shows the marketing channels that considered most effective in shaping positive consumer perceptions of social enterprises as per the respondents. As presented, the item "Social media platforms (such as Facebook, Instagram, and Twitter) are the most effective in shaping my perception of social enterprises" obtained the highest mean of 3.62 (SD = 0.53), interpreted as strongly agree. Meanwhile, "Email marketing campaigns by social enterprises help me feel more connected to their brand and mission" obtained the lowest mean of 3.01 (SD = 0.78), interpreted as agree. Overall, items obtained a mean of 3.32 (SD = 0.66), interpreted as agree. This means that most respondents believe that marketing channels mentioned in the above are effective in shaping positive consumer perceptions of social enterprises **Effective Marketing Channels** **Rank** ---------------------------------- ---------- Social Media 1 Television 4 Print Media 5 Word of Mouth 3 Events/Community Engagement 2 The table above shows the ranking of respondents of effective marketing channels. As presented, most of them believed that social media is the number 1 effective marketing channels. Number 2 is Events/Community Engagement. 3 is word of mouth, Rank 4 is television and number 5 for them is Print Media. 6\. To assess which marketing promotions are most effective in fostering positive consumer perceptions of social enterprises **Marketing Promotions ** **Mean** **Std. Deviation** **Interpretation** --------------------------------------------------------------------------------------------------------------------------- ---------- -------------------- -------------------- Promotions or discounts offered by social enterprises positively influence my perception of their products 3.52 0.58 Strongly Agree I am more likely to purchase from social enterprises that offer promotions linked to their social causes 3.44 0.50 Agree Limited-time offers and special deals from social enterprises encourage me to engage more with their brand 3.21 0.70 Agree I perceive social enterprises more positively when they offer exclusive promotions to loyal customers 3.25 0.61 Agree Social enterprises should use diverse marketing channels (e.g., social media, print, events) to promote their initiatives 3.57 0.50 Strongly Agree The frequency of marketing efforts by social enterprises  should be sufficient to maintain audience engagement 3.49 0.59 Agree Collaborations with influencers or partners help enhance the reach of social enterprises\' promotions 3.39 0.62 Agree Offline marketing (e.g., events, flyers) contributes significantly to the visibility of social enterprises 3.32 0.60 Agree **Overall Mean** **3.40** **0.60** **Agree** The table above shows the marketing promotions that considered most effective in fostering positive consumer perceptions of social enterprises as per the respondents. As presented, the item "Social enterprises should use diverse marketing channels (e.g., social media, print, events) to promote their initiatives" obtained the highest mean of 3.57 (SD = 0.50), interpreted as strongly agree. Meanwhile, "Limited-time offers and special deals from social enterprises encourage me to engage more with their brand" obtained the lowest mean of 3.21 (SD = 0.70), interpreted as agree. Overall, items obtained a mean of 3.40 (SD = 0.60), interpreted as agree. This means that most respondents believe that marketing promotions mentioned in the table are effective in molding positive perception to consumers towards social enterprise. **Innovative Marketing Promotions** **Rank** ------------------------------------------------------------------- ---------- Cause Related Promotions 9 Limited Time Offer with Social Twist 7 Matching Donations 8 Loyalty Programs with a Social Impact 6 Exclusive Social Impact Events 3 Collaborations with Influencers or Celebrities for a Social Cause 4 Eco-friendly Packaging or Products 5 Social Media Giveaways with a Purpose 2 Seasonal Charity Drives 1 The table above shows the ranking of respondents of effective innovative marketing promotions. As presented, most of them believe that seasonal charity drives is the most effective. Followed by Social Media Giveaways with a purpose, Exclusive Social Impact Events, Collaborations with Influencers or Celebrities for a Social Cause and Eco-friendly Packaging or Products. Rank 6 is Loyalty Programs with a Social Impact, followed by Limited Time Offer with Social Twist, Matching Donations, and the least for them is Cause Related Promotions.