Factors and Stereotypes Affecting the Preferences of Senior High School Students in Not Choosing the ABM Strand: A Basis for Marketing Campaign Proposal

Over the years, the Accountancy, Business, and Management (ABM) strand at Saint Mary’s University Senior High School has experienced a noticeable decline in enrollment. This study aimed to investigate the factors influencing this decline and the stereotypes held by STEM and HUMSS students regarding the ABM strand. The findings were intended to serve as a foundation for a marketing proposal to promote the strand effectively and address enrollment challenges. The study surveyed 100 STEM and HUMSS students, revealing that parental influence, perceived job opportunities, relevance to college courses, and personal interests significantly influenced students' decisions to avoid the ABM strand. Peer influence emerged as the most prominent factor. Common stereotypes identified included perceptions of ABM as overly mathematics-centered, confined to the corporate world, or lacking appeal and competence. The study also highlighted a disconnect between students’ personal preferences, career aspirations, and their understanding of the ABM strand. Based on these findings, the study recommends enhancing targeted marketing strategies for the ABM strand, improving parental involvement, and strengthening the role of guidance counselors in addressing misconceptions and supporting informed decision-making. These efforts aim to align the ABM strand’s image with students' aspirations and interests, ultimately addressing the enrollment decline.