CONSUMER BUYING BEHAVIOR OF STUDENTS IN SELECTED …

CONSUMER BUYING BEHAVIOR OF STUDENTS IN SELECTED NATIONAL HIGH SCHOOLS IN THE SECOND CONGRESSIONAL DISTRICT OF ILOILO

Dr. Novelita J. Belmes

ABSTRACT

This study was conducted to determine the consumer's buying behavior of students in selected national high schools of the second congressional district of Iloilo. The preferred commodities of the students based on their prioritized needs and wants, the students prevailing buying behavior and the buying problems encountered were justified to answer the purpose of the study.

The descriptive survey method of research using self-formulated questionnaire was answered by the respondents who were the fourth year high school students of the second congressional district of Iloilo. The result showed that the students prioritized buying the needed school supplies, food and drinks, grooming aids, accessories, personal items and clothes, and their prevailing buying behavior concentrated on problem recognition, consumer information processing, evaluation of alternatives and purchase and post purchase evaluation. The buying problem encountered by students were included and given proposals for improvement.

The study concluded that the consumer who is highly satisfied with the purchased made is more likely to make a repeat purchase. The consumer is also inclined to endorse the product to other students and friends. If the consumer is not fully satisfied, he/she is more likely to consider other brands first before making a repeat purchase of the product first bought.

Keywords: consumer buying behavior

Research Methodology The descriptive-survey method of research was used to explain the nature in utilizing the

statistical test, characteristics, relationships and differences of variables. Result of the survey serves as basis for establishing status, inferences, factors associated with the data, and comparison of data. The information obtained in the survey method provided a reference point for analysis, classification and evaluation.

Out of five congressional district of Iloilo, second district chosen in this study which is composed of eight municipalities was chosen as venue of study. The municipalities are Alimodian, Leganes, Leon, New Lucena, San Miguel, Sta. Barbara and Zarraga.

Fourth year students were the respondents of the study because they are exposed to economics and entrepreneurship subject. The Slovin's formula was used in getting the sample. Proportional random sampling using fish bowl method was used to pick out the respondents from the group of population.

Instruments Since the study is a descriptive survey, a researcher-formulated questionnaire based on

different sub-problems was used. Interview techniques to some respondent were done to gather pertinent information about their responses.

Validity and reliability to the questionnaire was established by the researcher. Contentrelated evidence of validity was used. In reliability, the questionnaire was pre-tested to a group of third year students to determine its internal consistency.

Data Analysis The different formula used were simple percentage to determine the choices of

commodities preferred by the students based on their prioritized needs and wants and weighted mean to determine the prevailing buying behavior of the students following the scale below:

Range 3.25-4.00 2.50-3.24 1.75-2.49 1.00-1.74

Scale Always Observed (AO) Sometimes Observed (SO) Seldom Observed (SeO) Never Observed (NO)

Ranking was also used in the simple percentage which determined the order of the percentage from highest to lowest.

The data presented and discussed were the preferred commodities of students based on their prioritized needs and wants, the prevailing buying behavior, and the buying problems encountered by the students.

SUMMARY OF FINDINGS

Preferred Commodities of the Students Based on their Prioritized Needs and Wants In summary the preferred commodities of the students in school supplies were buying

bond paper by piece, pencils, cheap ball pens, gel pens and pentel pens. In food and drinks all prioritized item such as fried chicken, pork chop, soft drinks, noodles, fried fish, and less prioritized is champorado. In grooming aids, the priorities were body soaps, hair wax, deodorants, colognes, body spray and body lotion. In personal items and accessories, the priorities were cellphones, handkerchief, wrist watch and shoulder bag. In clothing the priorities were ukay-ukay, RTW, branded, on sale items. Less priority is side walk sale items.

Prevailing Buying Behavior of Students To summarize, the prevailing buying behavior of students was generally always observed.

It implies that the students observed keenly in order to purchase the right items that they purchase as to the price, quality and purpose.

Buying Problems of Students The ten buying behavior of that the students encountered. These were lack of money,

distance from stores or malls, out of stock items, overpricing, waste of time, unapproachable sales ladies, dishonesty of cashier, expired items on sale, substandard items, and bullying of store personnel to the students.

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