Introduction:

The millennial generation, encompassing individuals born between the early 1980s and the mid-1990s, holds significant economic power and has become a key
target market for businesses in various industries. In the Philippines, where millennials comprise a substantial portion of the population, understanding their
consumer behavior and purchase decisions is crucial for marketers. The objective of this study is to investigate the elements that impact the behavior of Filipino
millennials when making purchasing decisions. Through qualitative research methods such as in-depth interviews and focus group discussions, the study aims to
gain insights into the cultural, social, technological, and psychological factors that shape their consumption patterns. The findings of this research will provide
valuable information for businesses and marketers to effectively engage and target this influential demographic. The reasons for choosing this topic are the
significance of Filipino millennials as a consumer group, the impact of cultural and social factors, the influence of technology and digital platforms, market trends
and competition, and academic and professional interest in understanding consumer behavior. Overall, the selected research topic is significant due to various
reasons, such as the considerable impact of Filipino millennials as a consumer group, the unique cultural and social factors in the Philippines, the influence of
technology and digital platforms, the requirement for businesses to stay competitive, and the academic and professional interest in comprehending consumer
behavior.

Abstract:

This study explores the factors that influence consumer behavior and purchase decisions among Filipino millennials. With the rapid growth of the millennial
population in the Philippines, understanding their buying habits and decision-making processes is crucial for businesses seeking to effectively target this market
segment. Through a comprehensive review of relevant literature, this study identifies key factors that impact consumer behavior and purchase decisions among
Filipino millennials, including social media influence, brand perception, price sensitivity, and peer recommendations. The findings highlight the importance of
tailoring marketing strategies to align with the preferences and motivations of this influential consumer group.