Affiliate Marketing Toward Product Preferences Among College Students in Cavite

Abstract

This study was conducted to determine the influence of affiliate marketing towards product preferences among college students. In particular, the study aimed to determine the demographic profile of the participants; determine the perception of the participants in terms of awareness, attitudes, and trust; determine the product preferences of the students in terms of price, quality, and product features; determine the significant relationship between the perception of the participants towards affiliate marketing and their product preferences. This study used a descriptive correlation research design, and data was collected through self-administered survey questionnaire from 150 college students in Cavite. The study reveals a significant relationship between participants' perceptions towards their product preferences. Furthermore, the analysis indicates that their awareness, attitude, and trust towards affiliate marketing substantially influence their product preferences for price, quality, and product features. The implications of this study suggest the importance of the perception of the consumers towards affiliate marketing in their product preferences.