Influence of Radio Advertisement on Consumer Characteristics, Consumer Decision-Making Process, and Sales Performance of Herbal Distributors

Abstract The study aimed to determine the extent of influence of radio advertising on the characteristics and consumer decision-making process and the sales of performance of herbal distributors in Negros Occidental for the current year, 2025. A descriptive correlational research design was used in this study. The data were gathered using a researcher-made questionnaire. The respondents of this study were the 274 herbal distributors and 384 loyal customers of the company having heard of the radio advertisement aired about their product offerings within Negros Occidental. Purposive and convenient sampling were used in selecting the participants whose characteristics or status suited to the criteria and interest in the attainment of objectives of this study. The statistical tools utilized were Mean, Standard Deviation, Mann Whitney, Kruskal Wallis, and Spearman’s Rho. The results showed that great extent of influence of radio advertisement both on consumer characteristics and consumer decision-making process. While the Level of sales performance determined by sales volume and net profit on herbal products by herbal distributors. Moreover, the analysis revealed that there is a significant difference in the extent of influence of radio advertisement on consumer characteristics when grouped according to sex, age and monthly income. The study also highlighted the significant positive correlation between the extent of influence of radio advertisement on consumer characteristics and extent of influence of radio advertisement on consumer decision-making process. In terms of the level of sales performance, the study concluded that there is a significant difference in the level of sales performance according to their profile variables. The distributors operating for over 10 years significantly differed from those with 3 to 6 years, indicating higher sales performance with increased experience. Keywords: radio advertisement, consumer characteristics, consumer decision-making process, sales performance, Negros Occidental