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Chapter 1

Introduction

Background of the Study

Fifty-two percent of millennials are more likely to make impulse purchases

than any other generation (Tuttle, 2012). There could be contrasts drawn to how rapid

our literacy of consumption is changing as to relate with the past generations, which

could put on how fast millennials decide to purchase when shopping.

To see is to believe. Consumers tend to examine the products they wish to

consume. Scrutinizing the wholeness and value of one’s goods is what consumers do

before they purchase the product. Though it depends on the product that the

consumers want to buy, it is natural for the buyers to check before purchasing (Murad

& Salleh, 2014).

According to Forer (2017), millennials pay a visit and buy products at the

mall at least eight times a year. They tend to listen and get influenced by what they

perceived and thought based on what they saw and learn on YouTube, product

reviews and experiences of friends and family. More likely 69% of them have

admitted experiencing FOMO or Fear of Missing out. These millennials also have a

higher percentage of consumer goods online.

Also, research executed by Danish & Akbar (2012), there are different

strategies that consumers do when it comes to consumptions of goods. These styles

are cognitive, psychological and dependent on consumer’s characteristics and

principle. Thus, it is called a decision-making process guiding a consumer’s

preference and consumption behavior, explaining why and how a consumer and its

factors affect one’s shopping behavior.

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Finally, in the study of Miraflor (2016), the Filipino Millennials (generation

Y) and its capacity to buy goods are growing. Millennials are more likely to purchase

properties for their fun and convenience. Diwa said that understanding the values and

context of the behavior and acquiring prowess of the Filipino millennials can give and

guide brands in creating new strategies to drive sales growth. Filipino millennials are

more interested in products under personal care with 11.2%, home care with 10.1%,

food and beverages with 5.5% and 9.7% respectively.

In this context, shopping behavior plays a vital role on how youth today

purchases products to consume, as past researches show the percentage on how and

what adolescence spends and what the factors affecting their shopping behavior.

Statement of the Problem

This study will determine the shopping behavior of Senior High School

students at the University of Mindanao. It also aims to answer the following:

1. What is the demographic profile of the respondents in terms of:

1.1 age and

1.2 gender?

2. What is the shopping behavior of Senior High School students, in terms of:

2.1. purchase process;

2.2. decision making; and

2.3. intentions?

3. Is there a significant difference in the shopping behavior of Senior High

School students in terms of their demographic profile?

4. What are the Senior High School Students of the University of Mindanao’s

experiences in shopping?
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Hypothesis

The hypothesis that there is no significant difference in the shopping behavior

of Senior High School students with concerning to the demographic profile will be

tested at 0.05 level of significance.

Worldview

There are many forms of worldview used in research but in the case of this

study the researchers would like to highlight the rising problems of reality and how

these can be resolve in a pluralistic manner. In this scenario, the study’s worldview is

a pragmatic approach; pragmatism arises from the situational implication of action

towards a problem. Its foremost concern is drawing applications to what will work

and would solve the problem (Patton, 1990). Furthermore, the focal point of the

process is not the process itself but the emphasis of the research problem and the

approaches available to understand the problem, mainly a pluralistic understanding

(Rossman & Wilson, 1985).

In this study, the researchers would further explain the result from the

quantitative phase with the help of the collaboration of the qualitative data which aim

to find solutions and applications towards the different experiences of senior high

school students which led them to establish a shopping behavior of their own. Also,

the pragmatic approach helps to look at the diverse aspects of experiences, unto

knowing what causes and converting these effects as what sector is in need to develop

and notice. As stated, we will be using a pragmatic view in this matter the researcher

will dwell unto deeper understanding towards respondents’ differences to congest a

unison application and solution.

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Theoretical Lens

This study the Shopping Behavior of Senior High School Students is anchored

on the Consumer Behavior Theory. Consumer behavior is the process whereby

individuals decide whether what, when, where, how and from whom to purchase

goods and services Walters (1974). Mowen (1993) explains that consumer behavior

theory is the study of the buying units and the exchange process involved in

acquiring, consuming, and disposing of goods, services, experiences, and concepts. It

focuses on buying units in an attempt to include everyone that purchase products and

services. It is also the behavior that consumers show in searching for, purchasing,

using, evaluating, and disposing of products, services, and ideas.

Based on this theory, the shopping behavior of the Senior High School

students of the University of Mindanao affects their purchasing decision or

consumption in exchange through services and experience they acquire. Moreover,

consumers tend to purchase products with a background or user- reviews beforehand,

evaluating or examining produces is essential for consumers before arriving into a

decision, formulating its specific shopping behavior.

This theory is further supported by Theory Reasoned Action of Ajzen &

Fishbein (1960), which focuses on the saliency of pre-existing attitudes the consumer

upon decision making. The heart of the theory is to construct consumer’s acts on

behavior based on their intention to create or receive a particular outcome. In

connection, consumers tend to examine the products they wish to consume. Inspecting

the wholeness and value of one’s goods is what consumers do before they purchase

the product. Though it depends on the product that the consumers want to buy, it is

natural for the buyers to check before purchasing (Murad & Salleh, 2014).
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Also, the Engel, Kollet, Blackwell (EKB) Theory (1989), expands on the

theory of Reasoned Action and lays out a five-step process that consumers do and use

when making a purchase. Consumers follow definite steps before arriving into a

decision; they tend to gather data for information processing, once they processed the

information he or she moves to the decision-making. In correlation to the present

study, according to Chakraborty (2017), it is difficult to find answers as to why and

how individuals tend to make decisions to buy. He stated that there are many types of

buyers, from the buyers who make impulse decisions, to the buyers who are always

indecisive in making purchase decisions. These types of buyers are influence in

different ways to make purchase decisions; some of it was mention as economic,

functional and social ways that inclined the decision making of buyers. Firstly, buyers

are influenced in terms of the economic factor or layman’s term affordability; it is

only buyers won’t make a purchase decision if they can’t afford the product. Second,

buyers make purchase decisions because of the functional factor, mainly for a reason,

buyers tend to make purchase decisions because they need it or it is a necessity for

their living. Lastly, social influence, buyers rely their choices depending on the

closeness they have on someone, may it be from peers, family or even their social

status in life.

The conceptual framework is presented in Figure 1. It contains the key

variable of this study, shopping behavior, which is conceptually defined by The Study

(2018), which is composed of the attitude, preference, intentions, and behaviour of a

consumer when it comes to buying goods. Also, the independent variable is also

visible, with its two dimensions: age and gender. Shopping behavior, in this study, is

classified as the distinct characteristics of the respondents. Its salient scopes are

purchase process, decision making and intentions of consumers to purchase a product.

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First, the purchase process, defined as the dimension that discusses the stores or shops

the consumer desires products to be acquired. Second, decision making is the

dimension that tackles the final selection of consumers to acquisition. Lastly, is the

intention which means the strong feeling, urge or desire of consumers to consume or

to arrive at a decision to buy (Foret M. & Prochazka, P. 2007).

Independent Variable Dependent Variable

Demographic Profile Shopping Behavior

Age Purchase Process

Gender Decision Making
Intentions

Figure 1. Conceptual Paradigm Showing the Variables of the Study

Scope and Delimitations

The core objective of this research is to measure the perception of students

towards their shopping behavior. The data will be gathered based on the response of

the respondents. The respondents of this study are the students of the University of

Mindanao the Bolton area.

Significance of the Study

This study is beneficial to the following:

Market Retailers. This study will aid retailers in determining the proper

selling strategies for sales growth by tracking the behaviors of the shoppers and

businesses alike. This study can give them knowledge and information in defining the
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trends and as well as proper dissemination of products and goods. This study also

suggests the possibilities and outcomes of production in terms of the manifestation of

merchandises in the market.

Parents. To the parents, this will serve as a guide and learning on what their

child prefers to shop and bought and on what are the common shopping behaviors of

their child. This study can guide the parents to determine their child’s attitude and the

contrast between their preferences. This will also provide the knowledge and the

background to guide their child on what is the better shopping strategies and how

important it is in their day to day life.

Students. To the students, this study will help them determine their strategies

and attitudes in consuming goods. This will dispense awareness of what factors can

affect their shopping behaviors and as to how important it is in their everyday routine.

This will give them information on how their behaviours can greatly distress the

market.

Definition of Terms

The following term is conceptually and operationally defined to establish a

common basis of understanding and interpretation of an idea.

Demographic Profile. The difference of an individual is based on their age,

sex, income or marital status (Pratap, 2017). In this study, this term refers to the age

and gender differences of the Senior High School students.

Shopping Behavior. The Study (2018), states that it is composed of the

attitude, preference, intentions, and behavior of a consumer when it comes to buying

goods. In this study, this term refers to the attitudes of Senior High School students
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regarding the patterns and ethics of different shopping strategies/behaviors

determining their preferences and style.

Review of Related Literature

This section represents related literature and studies. This gives additional

background information to strongly support the current study.

Shopping Behavior

On a panel data from IRI, a market research company, they described how the

change of consumer shopping behavior over a three year period of time, the

forecasted result is due to the response of consumer’s uncertainty in the marketplace.

The results showed that consumers are facing a rising price stake and seek to

reallocate their spending by consuming more from supercenters rather than traditional

grocery stores (Ailawadi, 2011).

Also, Adams (2014) stated that consumer has a great significance in the

economy, accumulating 70% of gross domestic sales in the US and 18% worldwide.

Before the downturn, the cautious spending and fluctuating confidence in the

economy has caused a sudden change in consumer shopping behavior and triggered

consumer to save more and spend less. Also, consumers are empowered and informed

before purchasing products; consumers are more likely to consider user reviews as

part of their purchase.

Purchase Process. Online shopping or modern shopping has been

continuously and rapidly growing since most of the business owners used an online

store to make it more convenient to the consumers. Through the access of the internet,

consumers can freely shop anywhere and anytime. However, factors such as no
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guarantee product quality and expensive shopping fees had caused drawback and

made shopping online less credible (Great Books Online, 2016).

In statistics, according to the survey conducted by Perception System over the

last five years, stated that some of the consumers prefer to shop online than to shop

in-store, over 60% of consumers believed that online shopping is more convenient

than that 40% of consumers who prefers in-store shopping. Furthermore, 35% of men

are less likely to research online, before purchasing a product, compared to 65% of

women. It shows that women are more anticipated in buying products than men

(Nawills, 2013).

Moreover, Paglia (2013), stated that online shopping is more convenient than

in-store shopping. In online shopping, it is easier to purchase a product without

dealing with the hustle of waiting in long lines and the conflict of work schedules of

shoppers and the operation time of the stores. Luckily, the internet never opens and

closes, and it is depicted that in-store operating hours are proved to be very

inconvenient for the costumer to purchase a product.

In line with this, Dimmick (2004) stated that the practices we do in traditional

shopping are irrelevant to online shopping. The purpose of the Internet, which

includes the aspects of high speed, low costing, and global reach, can help to explain

why there is a significant gap as to the usual in-store shopping.

However, according to Meerimava (2014), consumers usually still go with in-

store shopping or traditional shopping. In in-store shopping, it is easy to decide

whether to buy or not by our true feelings because all the goods and products in the

store are visible to the buyers. Also, access to reviews is efficient because salesladies

or dicers attending the stores are present in the consumers shopping experience.
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In contrast, according to the survey conducted by Walker Sands

Communication, there are about over half of 54% of respondents preferred the

method of shopping in-store and 33% of consumers said that they preferred to spree

via a desktop computer, 12% of the consumers prefer to shop via a mobile device, and

1% prefer to used voice-controlled devices. The survey was conducted among, 1,662

consumers and it includes youngest consumer ages 18-25 as well as the adult

consumer ages 61 and above, the result shows that most likely of the consumers

prefer to shop in-store than online (Nanji, 2017).

In conclusion, it shows that the consumers’ ways of purchasing products

changed over time, not just because of the changing dynamics of human behavior but

because of modern technology that brings changes to the perception of the consumers

towards their preferences on how they purchase products. From the rapid growth of

online shops and establishments of malls, it is obvious enough that consumers would

have a lot of choices to shop. Also, from the change of time, we will lose count of

how many options on how to spree is evolving and spreading, in the end, consumers

will always seek to a decent and convenient service that the stores and online shop

can offer.

Decision Making. Decision making is the power given to the consumer.

Everyone is a consumer and belongs to the consumer market. The consumer has the

right and control to decide where and what to spend with their money. From a simple

buying of chips from a store are decisive, spending cash and involving yourself from

the consumer market. The more active you consume or use, the more active you are

determining (EDUCBA, 2016).

You have been a consumer since the day you’ve gained consciousness, the day

you’ve developed your purchasing power, since the first time you were asked which
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color you prefer or which food would you like to eat. Upon growth, we have

established for ourselves the rule of thumbs’ or mental shortcuts that help us to choose

or compromise in buying. Even so, people may follow a similar process in buying, but

they will always differ in purchasing decisions (Adalian, 2008).

According to Chakraborty (2017), it is difficult to find answers as to why and

how individuals tend to make decisions to buy. He stated that there are many types of

buyers, from the buyers who make impulse decisions, to the buyers who are always

indecisive in making purchase decisions. These types of buyers are influenced in

different ways to make purchase decisions; some of it was mentioned as economic,

functional and social ways that influenced the decision making of buyers. Firstly,

buyers are influenc in terms of the economic factor or layman’s term affordability; it

is only buyers would not make a purchase decision if they cannot afford the product.

Second, buyers make purchase decisions because of the functional factor, mainly for a

reason, buyers tend to make purchase decisions because they need it or it is a

necessity for their living. Lastly, social influence, buyers rely their decisions

depending on the closeness they have on someone, may it be from peers, family or

even their social status in life.

Furthermore, Acebron (2000) identified the development of how consumers

decide on purchasing products. They had observed that the influence of personal habit

and previous experience of consumers on purchase decisions affects the decision

making of a buyer. Their finding shows the direct impact on the consumer’s purchase

decisions. Also, they found out that the visual appeal of the products affects the

purchasing decision of the consumer.

However, researchers have looked upon people’s brain, subjected from lie

detectors and examining their mind, asking questions about different products. What
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the subject says about the product was then compared to the results of what their

intellect is saying. The fact that 8 out of 10 new consumer products fail even if it was

tested; this shows that what people say about the product differs from what they think

about it. It illustrates that decisions do not merely affect the purchase decisions of

buyers, cause even so from testing they are already deciding, in result from the actual

selling the product tested failed to catch the buyers final decision (Economist, 2009).

In conclusion, people are influenced and rely on other factors in coming up

purchase decisions. Purchase decisions of consumers are affected by the environment

they are moving. Consumers are dependent and tend to follow a process before

arriving unto a conclusion. However, as stated from the research above purchase

decisions does not always coincide with the surrounding factors, it is always innate in

the person of what to buy and what to purchase. It is constantly in the person of what

he/she tends to buy or what he/she wants and needs.

Intentions. Consumer’s purpose to buy goods serves as stimulation and drive

to purchase a service and product. It is clearly defined by the effects of one’s behavior

when it comes to purchasing and the willingness of a consumer consuming the desired

goods (Haque, 2015). This intentions can also show the differences and attitudes of a

consumer depending on the factors affecting its behavior to purchase a product.

Everyone is a consumer and each of them has their capabilities to decide, use and

disposed of a product depending on the product and marketer influenced (Nguyen &

Gizaw, 2014).

There are factors that influenced the intentions and behavior of a consumer in

terms of purchasing a product in both online and physical (store). These factors lead

consumers to change and to look on to the products they desire and decide whether to

purchase a definite goods and service or not. According to Yaras, Ozbuk & Unal
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(2017), factors such as financial risk, quality, pricing, and the variety and availability

of a product is what affects a consumer’s intention to inquire and bargain goods

online, while Mass media influence, consumer’s prior knowledge of product and

product’s impression are factors in determining consumer’s intent to buy goods on

stores or market. These factors serve as the primary concern and as well as the idea

for the marketers to address and determine the right approach to the consumer to buy

their products (Xiaofen & Yiling, 2009).

Determining the intention of a costumer can help sellers generate new outputs

and predict the future outcomes and sales of their product. There are 3 elements of

Assael model that formulate the attitudes, the cognitive element which relates to the

beliefs and knowledge of the consumer to the product, the affective component that

talks about the emotional and feelings of the consumers regarding the product and

lastly the behavioral element which also talks about the expressions of costumers

buying intentions (Karimi, 2013).

Also, purchase intention is usually related to the behavior, perceptions, and

attitudes of consumers. Purchase behavior is a vital point for consumers to access and

evaluate the specific product. The intentions of buying or shopping are what drives

consumers to come up with a decision; the intentions upon buying develop decision-

making that consumer studies the reason to buy a product (Gogoi, 2013).

The consumer’s intention to purchase is a behavioral pattern that is innate to

costumers. It serves as a reason for a consumer to obtaining goods and services. It is

what and how the consumers behave and the attitude of the consumers when it comes

to purchasing. It can be intentional or not depending on the consumer’s insolence.

Many of the factors are dependent on the nature of the product and the ideology of the

consumers that may alter each of their perceptions. These factors present in one’s
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decision-making process of purchasing can differ and regulate the attitudes of the

costumer. Costumer’s intention can help businesses to determine the pattern of

purchase of their consumers; for this is innate to the consumers it is observable and

helpful to the marketers.

Demographic Profile

According to Pratap (2017), a person differs based on their age, income, sex,

education and marital status. There is always a difference between two individuals

coming from different economical group. A person with high-level income can easily

make purchases exceeding from its usual consumption whereas one from lower

economic states are hindered with their fiscal status. Consumer behavior is affected as

these factors change. It is an observable change in the consumer behavior of someone

who has grown wealthier or more educated.

Age. Age plays a vital role in affecting the behavior of individuals. As people

age, their needs also change similar to their buying decisions and shopping behavior.

Age brings changes in the people's lifestyle and it also brings changes to their needs

and every stage has its perception towards things and has its characteristic.

Shakespeare distinguishes the different eons of human into seven categories; the

infant, the whining school boy, the lover, a soldier, the justice, the lean slipper

pantaloons and lastly the second childishness. Shakespeare emphasized that in

different age stages has different characteristics. An adult buys necessary things faster

than children (Bansal, 2015).

According to Pratap (2017), as humans grow older, their choices of brands and

products also starts to change, youths' preferences are far different from the

preferences of adults since the preferences an individual’s changes as they grow older.
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Also, Pratap added that the changes in income affect the consumption patterns of

those retired elders. In terms of the consumption of digital products, older people have

less intake than the younger ones.

Furthermore, according to Statista (2017), teens are known to spree online

while elders are known to shop in the store. In the statistics, 37.8% are teens who

shop online while 54.6% of elders shop in the store. It shows that age matters in

determining the preferences of teens and adults towards their shopping behavior.

Also, Hervè and Mullet (2009) analyze a sample of 160 French ages between

18 to 90 years old to rate their way of buying, from low, moderate, and high. The

result shows that for younger participants they prefer to buy the low priced product

while the older participants consider sustainability and durability as an important

factor in ordering a product.

Moreover, Sorce (2005) surveyed over 300 students and staffs of a US

university regarding the experience and shopping behavior of 17 products specified.

The results show that older shoppers had more purchase than their younger

counterparts. Age explained more variance in shopping behavior if the consumer had

more knowledge of a product.

However, Square Up Inc. (2018) stated that in business, generational

tendencies is not an obstacle the market industry for it does not affect the consumer’s

purchase experience if they can offer products that are suitable for all ages. Whether

you run a business that is suitable for millennials or a store that caters elderly, loyalty

does not always mean the same thing; consumers always seek for better purchase

experience.

Ergo, the changing dynamics of human behaviour affect the preferences of

consumers towards their shopping behaviors. The statistics above show that some of
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adult consumer prefer to shop the store because it is more safe and convenient for

them while youth or the teenagers prefer to used online shopping since they are more

exposed on technology that would help them to purchase simply. However, if stores

can offer good quality of products and good services to their costumer especially to

the millennials and adults, then age is not a barrier to shopping behavior.

Gender. Gender is considered as one of the main factors that influences the

shopping decision of an individual. Men and women are naturally opposite in sex, in

characteristic, perceiving towards things as well as their shopping methods. They

have different needs and wants, so they have different perceptions of things.

According to Aswegen (2015), women are loyal to the service while men are

loyal to the brand. She also mentioned that in marketing to capture women loyalty

they tend to get a good relationship with their costumer, on the other hand, stating the

benefits of the item is how they get the devotion of men. Furthermore, women give

their loyalty through social interaction while men give their loyalty through gaining

from the piece.

Also, Prabhu (2015) stated that men are more focused on the features, quality,

durability, and the service availability of the product they wish to purchase, while

women are more into the brand, and they select their product according to the brand.

Men also focused on the advantages they will get from the product. However women

fixated on the design of the product and to the discount they will get.

Furthermore, from the rage of women empowerment, women had taken over

purchasing decisions into the next level, women purchases not only for them but for

the whole household. Women are more intrigue to buy products and service if they

receive excellent service. Men, on the other hand, would prefer isolation from
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services and dicers. They think shopping as a mission to accomplish; men give more

specifications on features, certifications, and warranties (Siddiqua, 2016).

However, Smith (2016), state that nowadays men’s shopping behavior is more

likely similar to how women shop. Before, men are quick in shopping because they

have a target product to purchase, but now men compare their target product to

another item. One of the reasons that affects the change in their shopping behavior is

also the change of their own style; they tend to follow trends.

In conclusion, women are more comprehensive in purchasing product as they

compare things until it reaches their utmost satisfaction. Women are more into the

statement lines and the services they received from stores. On the other hand, men are

more product focused, they tend to purchase a product that gives them a great

advantage and are quick shopper as they have a target product that wishes to

purchase. Men think logically in buying products they cannot be easily persuaded and

is more likely to idle themselves in shopping.

Therefore, the independent variable, demographic profile of Senior High

School Students, remains constant in determining the respondents Shopping Behavior.

The demographic profile of the respondents differs from its salient dimensions, as

stated in the studies above. The demographic profile differences affect a consumer in

the marketplace. The purchase process which one’s self engages differs from the

different factors of demographic profiles. Also, consumers have different ways upon

arriving purchase decisions whether it is by process or impulsivity, the distinct

attitude of each demographic profile affects consumer’s decision shopping behavior.

Lastly, the intentions of each buyer depend on the differences of each respondent’s

wants and needs.

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Chapter 2

Methods

This chapter presents the methodology used in the study. It also describes the

research design, research subject, the research instrument used, the procedure of data

gathering, and the data analysis procedure, trustworthiness of the study and the ethical

considerations of the study.

Research Design

This study is mixed method research employing a sequential explanatory

design. Sequential explanatory research is the collection of quantitative data followed

by the gathering of qualitative data used to assist the result of the quantitative study

(Creswell, 2011).

The quantitative data collection phase comes first where researchers

conducted a survey which answered by 230 students of The University of Mindanao.

On the other hand, the qualitative data collection phase will be steered next after the

interpretation and analysis of the quantitative study. This qualitative data will be used

to further support the quantitative result.

The model presented below show the phases of conducting the study. It shows

the first phase of the inquiry where the collection and analysis of quantitative data

come first followed by collection and analysis of the qualitative data which is the

second phase of the research and the final stage will be the interpretation of both

quantitative and qualitative result.

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Quantitative Data Qualitative Data Interpretation

Results Results Result
(Phase 1) (Phase 2)

Figure 2. Sequential Explanatory Design (Creswell & Plano Clark, 2007)

Research Subject

The respective respondents of the study are the University of Mindanao Senior

High School students. The researchers will use stratified random sampling to select

the students. Stratified random sampling is a portion of a statistical population

commonly known as strata, in which each section of the ration attains same shared

attributes, characteristics, and profiles, it is intended to save more time and money

(Investopedia, 2018). This study will use stratified random sampling because the

respondents of this study are extracted from their common shopping behavior. From a

population of 1, 034 students it is then deducted to a 230 sample of students with the

help of Raosoft.

During the qualitative phase of the study, the participants of the study are still

the University of Mindanao Senior High School students. The researchers used

purposeful sampling in identifying 5 Senior High School students representing their

distinct demographic profile and shopping behavior’s, from the survey participants in

the QUAN phase (Creswell, 2007).

Purposeful selection ensures information-rich cases connected to the

phenomenon of interest in shopping by the participants. Purposeful assortment

certified maximal variation used to capture a wide range of perspectives related the

shopping behavior of participants as determined by Laerd Dissertation.

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Research Instrument

In this study, the researchers used survey questionnaires to gather data. Listed

on the surveys are questions about Shopping Behavior of Senior High School

students. In the first section, the respondents would fill upon regards with its profile

mainly its gender and age. Onwards, the researchers opted to use standard

questionnaires from three sources in line to purchase process was from the study of

Mathew M. (2013), while the questions for decision making were from French, D.J.,

West, R.J., Elander, J., & Wilding, J.M. (1993), and queries from intentions were

from QuestionPro Survey Software (2018).

The questionnaires were validated by three experts with a mean of 4.95. Upon

reaching the prescribed validation, the Likert questions undergone pilot testing and

Cronbach’s alpha analysis for the problems attainment of credibility through the

study. Questionnaires are rested assured understandable and attainable to prior

knowledge in a result of a .699 analysis acquired through the help of SPSS Statistics.

Later on the qualitative phase, the researcher used a structured interview

protocol to ensure that the presented responses from the chosen participants are

genuine and spontaneous (Vaughn et al., 1996). This kind of protocol was initially

developed through the preliminary analysis of the quantitative data and based on the

theoretical framework. The structured interview protocol undergone validation by

three English professionals; this is to assure that questions underlying for an interview

should extract and discover patterns of participants.

Data Gathering Procedures

The data gathering procedure that was used in the quantitative phase and

qualitative phase are the following:

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Permission to conduct the study. For the respondents not to be weary of the

survey, a letter was prepared with the consent of the authority to conduct the study.

The letter was written and set in a formal way for the validity and to authorize the

respondents about the survey directed.

Preparation of Questionnaire is essential. The researchers prepared the

necessary questions ahead of time to avoid inconvenience to the respondents. The

researchers checked and made sure that the queries provided are understandable. The

researchers then disseminate questionnaire to their respondents and collect after the

respondents answer the questionnaire.

Making an analysis of the information gathered. The researchers examined

the differences in the patterns and relation of the answers and the questions. The

researchers used statistical tools needed for their analyzation of the data. This

determined the possible outcome and result required for the research.

Permission to conduct the study. The researchers prepared and provided a

letter of consent interview with the chosen respondents.

Set an appointment. The researchers set a position at where and when the

interview will be conducted. The selection would be based on the participant’s leisure

time.

Interview. After preparing the necessary questions, the researchers will now

interview with their participants that provide information about participants’

experiences and viewpoints of a particular topic. Often, the participant is coupled with

other forms of data collection to provide the researcher with a well-rounded gathering

of information for analysis. The researchers encouraged the participants to tell their

stories and experiences providing detailed and rich accounts of their experiences not

by responding yes or no.

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Analyzing the data gathered. After gathering the needed data and information,

the researchers will examine the collections of information. The scrutinized data will

be presented and with the relations and interpretations that will support the study.

Data Analysis Procedure

The following statistical tools below used in analyzing the quantitative and

qualitative data gathered are defined by Investopedia, 2018 and Statistics Solutions

2018:

Mean. The mean or also known as the average set is measured by dividing the

sum of the set of scores by the number of marks. This tool will be used in determining

the average tally of the student’s shopping behavior and demographic profile.

Standard Deviation. A tool used to measure the closeness of the scores to the

mean score. This statistical tool will be used to identify if there is a relative closeness

between the scores of the students and the average mean score.

t-test. This tool is used to identify the differences between the means. The t-

test will be used in determining the differences between the student’s shopping

behaviors to its demographic profile.

ANOVA. An analysis tool used in statistics that splits the aggregate variability

found inside a data set into two parts: systematic factors and random factors. ANOVA

will be used as to separate the age groups set per respondent.

Thematic Analysis. A flexible data analysis plan use to generate themes from

the interview data. In this thematic study analysis is used as to produce and discover

distinct patterns and experiences of participants in terms of their shopping.

 23

Trustworthiness of the Study

According to the Oxford Dictionary, the definition of trustworthiness is the

ability to be honest and truthful. In this study, honesty is dispensing thorough

exploitation of information in this study. On the quantitative phase the measurement

used to measure the study’s fidelity are internal and external validity, reliability and

objectivity while the following criteria are made by the researchers to prove the

study's qualitative overall trustworthiness:

Credibility. In addressing integrity, researchers demonstrated that a real

picture of the research problem under scrutiny is being presented. They seek to ensure

that their study measures or tests what is intended. Researchers linked the study’s

findings regarding the shopping behavior of senior high school students, with reality

to demonstrate the truth of the study’s results.

Conformability. Researchers took steps to demonstrate that findings emerge

from the data and not their predispositions. To establish the conformability of the data

gathered and the research findings, the researchers will be executing an audit trial

throughout the study.

Transferability. To allow transferability, researchers provide sufficient detail

of the context of the study, its purpose and what is it all about, for a participant to be

able to decide whether the prevailing environment is similar to another situation with

which he or she is familiar and whether the findings can justifiably be applied to the

other setting.

Dependability. The researchers strived to enable a future investigator to repeat

the study. Researchers aim to verify that their findings are consistent with the raw

data they collected. They assured that if some other researchers were to look over the
 24

data, they would arrive at similar findings, interpretations, and conclusions about the

data and make sure that there was not anything missed in the study.

Ethical Consideration

The following are the ethical standards obtained by the researchers to kept

confidentiality and harmonious relationship to each participant and the outcome of the

study:

Informing research subjects. The researchers educated the participants

regarding the purpose of the study and let them understand what are the questions all

about.

Researcher’s responsibility for clear role definition. The researchers

explained the strong roles of the participants by informing them about their limitations

and requirements.

Respect integrity, freedom, and participation. The researchers conducted

the interview fairly and ethically by asking the approval of the participants to do the

interview or not.

Respect for individuals privacy and close relationships. The researchers

protected the private information supplied by the participants and kept all of it

confidential.

Requirements for the storage of information that can identify individuals.

The researchers stored responsibly all the personal data related to participants for a

limited period, and then be deleted once it served its original purpose.

Respect for human dignity. The researchers showed good manners by being

considerate and respectful to the respondents for them to answer the necessary

questions sincerely and accurately.

 25

Chapter 3

Results & Discussions

In this chapter, the results of the study are presented and discussed concerning

the aim of the study, which was to determine the significant difference in the

shopping behavior of Senior High School students in terms of their demographic

profiles. There were two-sub aims, first was to identify what is the demographic

profile of the respondents and second, was to know the shopping behavior of senior

high school students.

Demographic Profile

Figure 3 presented below shows the demographic profile of the respondents in

terms of gender and age. The sample size of the respondent in this study was 230

senior high school students. The demographic profile of the respondent will be used

as an indicator to know or to determine the shopping behavior of the students.

In the data, it was shown that just over 60.9% of the respondents were female

and 39.1% were male. It can be seen female respondents dominated in the current

conducted study. On the other hand, ages were categorized into three age groups. It

can be seen in the figure the majority of the respondent who participated in the study

age ranges from 16 to 17 with a percentage of 73.0%.

 26

Figure 3. Demographic Profile of Respondents

GENDER

MALE
(39.1%)
FEMALE 39%
(60.9%)
61%

14-15
AGE (2.6%)
3%

18 and
above
(24.3%)
24%

16-17
(73%)
73%
 27

Shopping Behavior

Table 1 elicits the purchase process, decision making and intentions of the

Senior High School students of the University of Mindanao in terms of their gender.

The results had determined the positiveness or negativeness of the feedback given by

the respondents by the use of the mean and standard deviation.

The highest computed average on the indicator purchase process was 3.74,

with the question that I prefer traditional/conventional shopping to online shopping,

states that respondents prefer traditional shopping rather than online shopping. Which

was supported with the computed mean of 2.79 indicates that online shopping was not

as secure as customary shopping due to low average count.

Furthermore, the decision making of the respondents was observed in the data.

The highest average value was at 4.03 which draw feedback that respondents take safe

option if there is one. This result was also supported by the second highest computed

mean with 3.80, states that they plan before purchasing for them to be able to have a

proper decision.

Lastly, the intentions of the respondents also displayed at the data. The mean

at 3.89, led to the respondents experience that they felt good when they bought

something new disregarding the brand of what product they had credited. This

analysis was aligned with the least average mean count of 3.03, with the question that

I prefer to buy well-known designer labels rather than take a chance on something

new.
 28

Table 1.Shopping Behavior in terms of Gender

PURCHASE PROCESS MEAN SD

1. I think shopping on the Internet saves time. 3.73 1.02
2. It is more difficult to shop on the internet. 3.10 .98
3. I prefer traditional/conventional shopping to online shopping. 3.74 .93
4. Shopping online is risky. 3.71 1.06
5. I believe online shopping will eventually supersede traditional shopping. 3.38 .47
6. The fact that only those with a credit card or bank account can shop on the 3.25 1.01
internet is a drawback
7. Online shopping is as secure as traditional shopping. 2.79 2.19
8. Internet reduces the monetary costs of traditional shopping to a great extent 3.39 .96
(parking fees etc.)
9. I will prefer online shopping only if online prices are lower than actual price. 3.86 .96
TOTAL 3.41 .63
DECISION MAKING
10. I rely on ‘gut feelings’ when making decisions. 3.63 1.95
11. I like to consult with others. 3.72 1.90
12. I stick by my decisions come what may. 3.57 .86
13. I make decisions without considering all of the implications. 2.97 1.04
14. I take the safe option if there is one. 4.03 .86
15. I plan well ahead. 3.80 .92
16. I find it difficult to think clearly when I have to decide something in a hurry. 3.75 .53
17. I work out all the pros and cons before making a decision. 3.77 .89
18. My decision making is a deliberate logical process. 3.57 .81
TOTAL 3.70 .57
INTENTIONS
19. I buy clothes I like, regardless of current fashion. 3.67 .10
20. I buy new fashion looks only when they are well accepted. 3.35 .10
21. I prefer to buy well-known designer labels rather than take a chance on 3.03 .09
something new.
22. In this period of rising prices, spending excessive amounts of money on 3.59 .11
clothes is ridiculous.
23. I plan my shopping trips carefully. 3.73 .09
24. I shop for coordinated outfits. 3.58 .09
25. I feel good when I buy something new. 3.89 .10
26. You can tell you are just a bit better than someone else if you dress better 3.35 .10
than they do.
27. I prefer to buy well-known designer labels rather than take a chance on 3.14 .10
something new.
28. I am not as concerned about fashion as I am about modest prices and 3.56 .10
wearability.
TOTAL 3.59 .06
 29

Table 2 shows the data about the purchasing process, intentions, decision

making of those in specified age groups. Each age group has its corresponding mean,

and standard deviation in every question given that will determine the overall

perceptions and attitudes of the senior high school students of the University of

Mindanao. These questions will be used to answer if their shopping behaviour and age

matters.

For the purchasing process, these questions were focused on comparing

online, and traditional shopping, and as to where do the senior high school students

mostly preferred to shop. Item three with the question I prefer

traditional/conventional shopping to online shopping has the highest mean, which

indicates that most of the respondents felt safe when they can do customary shopping.

This was supported by the item with the lowest computed mean of 3.03, which asked

if they think that online shopping is safer than traditional shopping.

Furthermore, in decision-making process, these questions were used to

identify if the respondents are impulsive or practical buyers. The item that had the

highest computed mean of 4.04 asking I take the safe option if there is one. This was

supported by the second highest computed mean of 3.70, providing one of the ways to

become practical buyers which were to plan. It was further supported by the lowest

computed mean of 3.02 which stated that they decide without minding all the

implication.

Lastly, for the last dimension which refers to respondent’s intentions, which

focused on identifying the respondent’s reason in purchasing. The question I feel good

when I buy something new had the highest mean for the overall dimension with 3.94,

which means that gender does not contribute change in their behaviour as they like to
 30

purchase because of the good feeling of buying something new. The lowest computed

mean is 3.05.

Table 2. Shopping Behavior in terms of Age

PURCHASE PROCESS MEAN SD

1. I think shopping on the Internet saves time. 3.79 0.97
2. It is more difficult to shop on the internet. 3.23 1.06
3. I prefer traditional/conventional shopping to online shopping. 3.94 0.96
4. Shopping online is risky. 3.83 1.01
5. I believe online shopping will eventually supersede traditional shopping. 3.42 0.91
6. The fact that only those with a credit card or bank account can shop on the 3.55 0.84
internet is a drawback
7. Online shopping is as secure as traditional shopping. 3.03 1.16
8. Internet reduces the monetary costs of traditional shopping to 3.57 1.05
a great extent (parking fees etc.)
9. I will prefer online shopping only if online prices are lower than actual price. 3.77 1
TOTAL 3.53 0.76
DECISION MAKING
10. I rely on ‘gut feelings’ when making decisions. 3.54 1.14
11. I like to consult with others. 3.72 0.89
12. I stick by my decisions come what may. 3.55 1.03
13. I make decisions without considering all of the implications. 3.02 1.18
14. I take the safe option if there is one. 4.04 0.82
15. I plan well ahead. 3.70 0.90
16. I find it difficult to think clearly when I have to decide something in a 3.62 0.91
hurry.
17. I work out all the pros and cons before making a decision. 3.62 1.05
18. My decision making is a deliberate logical process. 3.62 0.87
TOTAL 3.61 0.57
INTENTIONS
19. I buy clothes I like, regardless of current fashion. 3.80 0.93
20. I buy new fashion looks only when they are well accepted. 3.61 .99
21. I prefer to buy well-known designer labels rather than take a chance on 3.05 1.15
something new.
22. In this period of rising prices, spending excessive amounts of money on 3.45 1.09
clothes is ridiculous.
23. I plan my shopping trips carefully. 3.60 0.59
24. I shop for coordinated outfits. 3.74 0.88
25. I feel good when I buy something new. 3.94 0.97
26. You can tell you are just a bit better than someone else if you dress better 3.56 0.93
than they do.
27. I prefer to buy well-known designer labels rather than take a chance on 2.75 1.22
something new.
28. I am not as concerned about fashion as I am about modest prices and 3.54 1.12
wearability.

TOTAL 3.65 0.66

 31

Table 3 shows the indicators of shopping behavior of senior high school

students concerning the respondents' gender, the purchase process they prefer, the

decision they made, and their intentions on buying products and services. Also, the

following results are obtained after undergoing computations: a .280 p-value count for

purchase process, a .928 p-value count for decision making and an amount of .632 for

intentions.

Therefore, the null hypothesis of the study that there is no significant

difference between the shopping behavior of SHS students concerning the

respondents' gender is accepted as the results are higher than 0.05. This means that

nowadays, men’s shopping behavior is more likely similar to how women shop.

Before, men are quick in shopping because they have a target product to purchase, but

now men compare their target product to another item. One of the reasons that affect

the change in their shopping behavior is also the change in their style because they

tend to follow trends.

The data also shows the indicators of shopping behavior of senior high school

students which are purchase process, decision making and intentions with regards to

their age, from 14 to 15 years old, 16 to 17 years old and 18 and above. Also, the

following results are obtained after undergoing computations: a .223 p-value count for

purchase process, a .151 p-value count for decision making and a .413 intentions’ p-

value exceeding the 0.05 null hypotheses.

Therefore, the null hypothesis of the study that there is no significant

difference between the shopping behavior of senior high school students with regards

to their age is accepted as the results are higher than 0.05. This means that

respondents' age and their shopping behavior do not matter. Whether the products are
 32

suitable for millennial or cater elderly, loyalty does not always mean the same thing;

consumers always seek for better purchase experience.

Table 3. Shopping Behavior in terms of Demographic Profile

DEMOGRAPHIC GENDER MEAN SD t-value p-value

PROFILE
PURCHASE MALE 3.4556 .62100 1.083 .280
PROCESS FEMALE 3.3643 .62572
DECISION MALE 3.7000 .62621 .091 .928
MAKING FEMALE 3.6929 .50745
INTENTIONS MALE 3.6111 .06260 .479 .632
FEMALE 3.5714 .05282
DEMOGRAPHIC AGE MEAN SD F-value p-value
PROFILE
PURCHASE 14-15 3.8333 .98319
PROCESS 16-17 3.3929 .56902 1.509 .223
18 and 3.3750 .72770
DECISION 14-15 3.5000 .54772
MAKING 16-17 3.7381 .52754 1.903 .151
18 and 3.5893 .62601
INTENTIONS 14-15 3.8333 .75277
16-17 3.6012 .60080 .888 .413
18 and 3.5179 .63220

Thematic Analysis

The discussions below will provide other factors that affect the shopping

behavior of the students showing that demographic profile is not related to their

shopping behavior. Themes that emerged from senior high school students of the

University of Mindanao are compared and contrasted to the subjects generated from

in-depth individual interviews. The findings or the results will be analyzed carefully

via thematic content analysis within the context of the literature reviewed.

Product Information Search

The physical aspect of a product does not always maximize the justification of

consumer’s satisfaction to purchase the product. The need for extracting information
 33

is what suffices the urge to purchase of a consumer. A consumer in nature will

naturally conduct a purchase if a definite criterion is followed and attained by the

product. The resolution of uncertainties to endow to a product is answered through the

help of affirmations, approvals, and influences.

Product Reviews. A practical customer tends to look for information about a

definite product before purchasing. Information search is a simple step of a good

consumer, looking for different features and advantages are essential for this group of

people. Customers will purchase an assured product if it will also give the benefits

that they need. The push portion of the customer to buy is the suitableness of the

product to their preferences and if it is favorable to them.

Reviews from previous buyers are considered as one of the information

sources of a potential buyer. Assessments serve as a guide or a reference in

customers’ decision-making process. In online shopping, potential buyers usually

look first to the star rate of the product to see if those former buyers are satisfied with

the product. The more good remarks the potential buyers see, the more s/he is willing

to purchase the product. This explanation is supported by the statement of participant

D. Participant D, stated that feedbacks influence her to purchase a product. She

considers others feedback as one of the factors why she would buy the product. She

used this feedback as her reference in deciding whether she will purchase or she will

not.

“Ahmmm yes I usually review feedbacks about the certain product and then I
look for ahmmm the account of the ahmmmm account of the ahmmm seller and ahmm
yeah feedbacks of other customers. Well if it has good feedbacks from other customers
it is more likely that I will ahmmm purchase in that ahmmm specific ahmmm store.”-
P4
On the other hand, those customers that prefer a traditional buying usually

take reviews from people who have a good bond with them such as their friends,
 34

family, and other acquaintances. People are typically easy to influence especially if

those people that impact them are close with them. They trust those people that they

believe in them and take their advice and recommendation. Personal reviews are

usually favored by other customers as it will give them a proper background to the

product. Example, if you want to buy a firm brand of cosmetics you can ask reviews

from your friend who is also using that product aside from reviews; you can

personally see if the product is operative. In that way, you can get great reviews.

Same to what participant C had said.

“Yes. Yes, pwede na maka makakuha kog review from them personally kung
unsa ang effect sa ila or unsa ilang experience about anang certain product and from
that murag maka I dont know if mali siya or what pero in that way maka conclude ko
sa akong sarili na murag magduhaduha na kog palit ana na product and then thats
the time na murag murag ano kaayo ko murag kanang unsaon man ni pag explain” –
P3
Significant People’s Influence. One factor that urges the consumer to search

for information towards a product is through the help of important people in their life.

Using the relationship of one person to a consumer, the influential power is evident to

persuade a consumer to buy what is proven and tested by the major people in their

life. As a consumer to search for product information through the aid of significant

people the assurance to trust the product is at its peak, as well as the trust we give to

the substantial people’s product reviews.

“Second thoughts on purchasing? Yes especially if makakuha kog reviews

katong sa akong mga friends.”- P2

According to participant B, the participant experienced second thoughts upon

purchasing because of the influence of peer groups giving reviews of the product.

Words alone don’t have the control on you to engross yourself in such products but if

this words came out from people whom you have great tights with the larger the

stances of yourself to change of insights towards a product. The means of purchase is

 35

then developed by the emergence of the impact of penetration towards the perception

of consumers because of specific influence couriers. In this manner, consumers

address their concerns about a product not just by their biases but also with the

critiques they get with their relationship with others.

“mag ask sa akong mga friends if ever na nakaplait sila, uy gwapo ba daraa,
gwapo ba ni na product...kay kung ing ana..kung gwapo siya magpalit ko ana next
year. so it's very important to me kung naay opinion akong friends... akong relatives..
akong family”- P3

“good reviews from my friends influence me in purchasing a product.”- P4

“Yes i take opinions because from my friends…my friends influence me to..

influenced me to deal with those platforms such as shopee. I believe that others
opinions or people who has greater knowledge about a specific product..i take those
because as an individual i would like to learn from their experience.” – P5

Furthermore, participant C, D and E said that opinions from friends, relatives,

and family influence them to purchase a product; a collection of good feedbacks about

the product encourages the participants to acquire the product. The search for

answers towards a commodity is natural for consumers to find and the person around

the consumer plays a critical role in affecting the consumer. The sufficient

information given with satisfaction by the people who experienced and used the

product impacts the participants to also indulge themselves to the goods of their

influencers would likely buy. The interest of consumers is not just then captivated by

their nepotism but is then change because of the penetration of greater people who

surrounds the consumer.

Hence, a consumer’s knowledge to acquire a product doesn’t stand alone with

their likes and favouritism. An individual’s judgement of a good doesn’t guarantee a

full association within a product; there are still some spots of it that needs to be filled

in. These spots are then covered up with the use of product reviews and influences of

significant people around them. By then, the satisfaction in terms of knowledge within
 36

a product is then met because of the acquisition of knowledge by their self,

experienced users, and significant people. The product information search is

adjourned, and the purchase now starts to happen.

Physiological Prioritization

A customer shopping behavior is defined by these two primary factors, the

needs and wants. Both of these factors have definite and assess consumer shopping

behavior and decision making. In terms of preference and intentions, a consumer

tends to focus on physiological aspects and prioritize the purpose of the product. This

needs and wants assessment help consumer to overcome, negative shopping behaviors

and to focus on the primary purpose of buying a specific product.

“Yes. For my kuan my kanang personal collection. Kay most especially man
jud akong mga tools. Like sa nawong na tools ana. And then sa siguro needs sa akong
parents like tools mga ingana.” – P2
According to participant B, that she and her parents purchased products

according to its use and purpose. The reason why consumers buy goods is that it is for

their personal use. It is how they segregate and determine products to purchase and

what must be prioritized. This process help identify consumer’s shopping patterns and

as well behavior as to what product to acquire and prioritize. Consumer’s satisfaction

is dependent on the benefits that they can get from the goods that they buy. Process of

determining a product’s use has implied and boost pleasure and as well as creating

new and simple shopping patterns.

“Ahmmm i'd assess which product i need the most becauae as an individual
i've learned that theres a difference between the needs and wants.” – P1
“Kay needs jud .my needs..I need to buy this because it's my need tapos
sometimes..it's my wants.” –P3
“Oo, usahay ay ano kanang needs before wants.” – P5
 37

Participant A, C, and E states that in purchasing product they assess what is a

need and a want and prioritize their needs over their wants. Consumer’s gaging the

position of the product that they are going to purchase signifies that consumers give

importance on the process of choosing a product. Through the assessment of the

product, consumers can simply identify and generate new shopping patterns that are

easy and simple. This means that assessment can therefore centralize and help

consumers on their shopping experience and to modify their shopping behaviors to the

process of identifying what their needs is and what is their wants. Thus, shopping for

the consumer can be easy and less hustle for their assessments of what is a need and

want can have a superior impact on their shopping behavior.

In conclusion, the assessment of the product’s use is a behavior that defines

consumer’s decision making. This process of analyzing prioritizes the use and

purpose of a product that a consumer is willing to purchase. Needs and wants

assessment helps the consumer to decide easier, less hustle and also boost their

satisfaction on the product that they have decided to buy. Therefore, a consumer’s

shopping behavior can be dependent on what is their purpose of purchasing a specific

product and their assessment of that product, whether is it a need or a want.

Impulsive Buying

Buying is the process that consumers do to acquire something in exchange for

payment. Primary factors such as needs and wants help trace the buying decision and

determine the costumer’s buying behavior. Such behavior can also be determined by

some factors such as income or amount of money, trend, intentions and social

influences that serve as a motivation and sometimes lead in impulsive buying.

 38

Impulsive buying is an unplanned decision to buy or invest to a definite product that

is usually triggered by the desires and temptations to buy that product.

“for example..daghan kug kwarta so...Kay tungod daghan man kug kwarta so
more ...okay lang sa imo palitun basking unsa even though useless siya” – P1
“Ahmmm i cannot say a season but ahmmmm it depends on me. It depends on
the money that I have.” – P5
Particpant A and E states that regardless of the use and seasons, money can

determine their decisions in buying a product. One of the factors that determine

consumers buying behavior is money. Consumer’s purchasing power is determined by

the amount of money that a consumer has. This means that with a higher amount of

money the greater probability to purchase a higher quantity of goods. Regardless of

the income and planning a consumer can still experience negative buying behavior.

That consumer with a higher amount of money also has a possibility to practice

different buying attitudes and show negative behaviors such us impulse buying.

Consumer’s with strong desires to purchase a firm good and also has high purchasing

power can demonstrate and experience negative buying behaviors.

“Akong intention, yes, i dont know kay burag automatic lang siya, kay usahay
man jud lutang ko magdecide so dili ko makaingon then it actually depends on my
mood.” – P2

“Making myself satisfied.Yes because ahmmm it is really ahmmm important

for me to satisfy myself with the things because ahmmm it is really to ahmmm to to to
satisfy myself because ahmmm kanang usahay man gud ahmmm kanang happiness
gani dira nalang makuha sometimes man gud kanang more on stress na kaayo so
purchasing a product is one of my stress reliever.” – P4
According to participant B and D, when they shop, their decision making

sometimes depends on their mood or the stress that they experienced. Both

participants’ purchasing behavior is dependent on their emotions and also satisfaction.

The emotional aspect of the consumer can also play a vital role in purchasing.

Sometimes, when a consumer experienced stress and a problem, shopping is their way

of distressing by the satisfaction that they can get out from buying goods that they
 39

want. Their intentions are altered by those emotions and as well as by other issues.

Along with the purchasing power or the income, emotional aspects and pleasure are

one of the influences of determining a shopping behavior and the possibilities for a

consumer to practice and show negative shopping attitudes. Thus, those consumers

who rely on their guts and emotions tend to be affected with the emotional appeals of

the product and cause impulse buying.

With all of the factors that determine a consumer’s shopping behavior, some

of this can also cause impulse purchasing. Impulse buying is what others experienced

given with their desire to buy a product plus the aspects such as the amount of money

and emotional factors. Regardless of the merchandise and the quantity it is dependent

on the same causes on determining shopping behavior. Therefore, impulse buying is

emotional and dependent on consumer’s experiences and as well as their desires and

intentions.

Practicality over Trends

Decision-making is a crucial stage that a consumer can encounter in

purchasing a product or service. This decision-making process is where a consumer

must focus and made an evaluation about the product that they are going to obtain.

This involves analysing and weighing things on what to follow between practicality

and trends anchored in the idea of needs and wants.

"Kanang sa pagpili, akong ginaisip kay kung unsa tung beneficial jud. If
maggasto ko ani unsa man ang mabuhat ani sa ako, makatabang ba ni or dili and
kanang worth it ang kwarta nga gilaan nako out from my allowance". – P3
This statement of participant C means choosing what is practical and

beneficial as well as analysing if the product is worth buying. Furthermore, according

 40

to participant E, it is not difficult to deal with this problem because in purchasing a

product, even if it is not trendy as long as it is a necessity, you have to acquire it.

"Kailangan jud nimo palitun ang kailangan nimo and syempre pilion jud nimo
siya instead sa gusto nimo." – P5
Hence, a consumer's stand with this issue is to be practical in purchasing a

product or service even if it is not trendy. An individual will preferably base his/her

decision on the urgency of the need of the product as well as its benefits. In the end,

the value and usefulness of the product without following the trend are what matters

the most.

Conclusion

In this section, discussions on the significant findings will be reviewed in

terms of its significance:

The primary goal of this study is to find out the insights of senior high school

student towards their shopping behavior in terms the purchase process, decision

making, and intentions to buy and if there is a significant difference between the

means of each dimension.

From the results, it shows that the shopping behavior of senior high school

student differs from student to student, especially in determining the ways on how the

students buy the product that they want to purchase. Thus, it confirms that the

sensitivity of the student in buying a certain product will help them to see what kind

of product that they want to purchase and to think a product that is very suitable to

their taste. It is significant to distinguish here, that the three dimensions purchase

process, decision making, and intentions to buy are the most important or salient in

explaining the shopping behavior of senior high school student.

 41

For the overall result of the qualitative phase, senior high school students of

the University of Mindanao has shown and identified some other factors affecting

their shopping experience. Information that was gathered through an in-depth

interview by the students’ understandings and practices were used to analyse

consumer shopping behavior. Students that are interviewed have formulated themes

that serve as the patterns of purchasing. Although information gathered were

centralized the shopping experiences and intentions still vary from students to

students. Thus, students have created shopping patterns according to their experiences

and factors prevailing during the said experiences.

All in all, both qualitative and quantitative data has shown that there are

differences in the shopping patterns of senior high school students of the University of

Mindanao. Although with themes that were observed in qualitative analysis,

differences between shopping behaviors still vary from consumer to consumer.

Recommendations

The following are suggestions and recommendations for the shopping

behavior of Senior High School students to the following:

The market retailers should keep a close look at the trends, satisfaction and

emotional appeal of their products considering the age and gender of their target

market. They should look for the graphs and statistics about their business’

performance and correlate their measures to the trends and shopping behavior of their

customers. Thus market retailers should observe how and what areas to improve for

their business.

Parents must also observe as to what their child’s preference, some factors

such as the income that changes their child’s consumption patterns and trace the
 42

patterns of differences between their favourites. As shopping behavior differs from

consumer to consumer, it is a must that parents should conduct comparative analysis

to track their child’s shopping attitude and their personal shopping preferences.

It is suggested that students must be aware as to what their consumption

pattern and intentions are and read books and researches regarding shopping behavior

and to acquire an understanding regarding their preferences. Through this, they can

have an additional understanding regarding their shopping behavior.

For the future researcher, they must reanalyse and reconstruct dimensions of

the shopping behavior and the demographic profile of the respondents. This will give

them a further background and much broader data to support their study.
 43

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