Consumer Buying Behavior of Rural and Urban Consumers in Batangas City Edited

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COMPARATIVE STUDY OF CONSUMER BUYING BEHAVIOR OF RURAL

AND URBAN RESIDENTS IN BATANGAS CITY
An Undergraduate Thesis
Presented to the College of Business Administration
Batangas City
In Partial Fulfillment of the Requirements for the

Bachelor of Science in Business Administration major in
Marketing Management
Marissa C. Bathan
Andromhel G. Celestial
Roberose P. Cena
Nolan E. Ebora
Kristel Grace A. Fajarito
Belly L. Lucero
Lovely R. Sulit
Roldan P. Villena
December 2022
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APPROVAL SHEET
This research titled “COMPARATIVE STUDY OF CONSUMER BUYING

BEHAVIOR OF RURAL AND URBAN RESIDENTS IN BATANGAS CITY”,
prepared and submitted by Marissa C. Bathan, Andromhel G. Celestial,
Roberose P. Cena, Nolan E. Ebora, Kristel Grace A. Fajarito, Belly L.
Lucero, Lovely R. Sulit and Roldan P. Villena, in partial fulfillment of the
requirements for the Bachelor of Science in Business Administration major in
Marketing Management, has been examined and recommended for oral
examination.
FELICIANA F. ADARLO, Ed.D.

Adviser
PANEL OF EXAMINERS
Approved by the Committee on Oral Examination with the grade of ____.
MARY ANN A. ANTENOR, DPA

Chairman
AMOR A. ILAGAN, DBA CARMELA JOY P. DELGADO, DPA

Member Member
Accepted in partial fulfillment of the requirements for the Bachelor of

Science in Business Administration major in Marketing Management.
RETCHIE A. GUICO, Ph.D. ROSANNI M. DEL MUNDO, Ph.D.

Associate Dean, College of Education Dean, College of Education
________________
Date
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ACKNOWLEDGMENT
The researchers would like to thank the following people who helped in the
accomplishment of this research.

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DEDICATION
First and foremost, the researchers would like to dedicate this project to
God, who is our source of strength and wisdom in accomplishing this research.
This research is also dedicated to the researchers’ teachers and adviser
who continuously gave their unwavering support and assistance from the start
until the completion of the study.
Lastly, the researchers also dedicate this research to their families and
friends who are always there for them and never gave up until the completion of
the study.
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ABSTRACT
Title: COMPARATIVE STUDY OF CONSUMER BUYING

BEHAVIOR OF RURAL AND URBAN RESIDENTS IN
BATANGAS CITY
Keywords: Consumer buying behavior, brand, features, user-

friendly, quality, price, advertisement, after-sales service,
rural and urban residents
Proponents: Marissa C. Bathan

Andromhel G. Celestial
Roberose P. Cena
Nolan E. Ebora
Kristel Grace A. Fajarito
Belly L. Lucero
Lovely R. Sulit
Roldan P. Villena
Adviser: FELICIANA F. ADARLO, Ed.D.
________________________________________________________________
This study aimed to assess the comparative study on consumer buying

behavior of rural and urban residents in Batangas City. To be specific, this
research has to answer the following objectives: first, to determine the profile of
the respondents in terms of age, sex, educational attainment, status of
employment or occupation, income and residency; second, to compare the
factors influencing buying behavior of urban and rural consumers in terms of
brand, features, user-friendly, quality, price, advertisement and after-sale service;
third, to determine if there is a significant difference among the factors influencing
the buying behavior of consumers when grouped according to profile and lastly,
to proposed promotional strategies to balance the buying behavior of the urban
and rural consumers in Batangas City. This study employed descriptive research
design and the researchers created survey questionnaires that underwent
content validation and was used as a data gathering instrument. There were 367
respondents – 117 from Poblacion 24 and 190 from San Jose Sico, Batangas
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City. Frequency, percentage, weighted mean, independent t-test and analysis of

variance were used as the statistical tools in the study.
Findings revealed that majority of the respondents were in the age bracket
of 19-30 years old, female, college graduate, with regular
employment/occupation, having 5,000.00 and below income and majority are
residing at the rural areas of Batangas City. Moreover, on the assessment on the
factors influencing the buying behavior of consumers, it was clearly presented
that both urban and rural residents agreed on the factors such as brand,
features, user-friendly, quality, price, advertisement and after-sale service. Then,
it was clearly shown that the factors influencing the buying behavior do not
portray significant differences when grouped according to age, status of
employment/occupation and residency; factors such as features, quality, price
and advertisement have significant differences when grouped according to
gender; factors such as features, user-friendly, price and advertisement have
significant difference when grouped according to educational attainment; factors
such as features, user-friendly and price have significant difference when
grouped according to income. Finally, the researchers proposed a promotional
strategy to balance the buying behaviour of the consumers.
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TABLE OF CONTENTS
Page
TITLE PAGE………………………………………………………………………… i
APPROVAL SHEET……………………………………………………………….. ii
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LIST OF TABLES
Table Title Page
1 Frequency Distribution of the Respondents in

terms of Age……………………………………………….. 31

terms of Sex……………………………………………….. 32
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LIST OF FIGURES
Figure Title Page

terms of Age……………………………………………….. 31

terms of Sex……………………………………………….. 32
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CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Shopping is considered as an important part of our regular life. However,
many purchases may be unplanned and even sudden while they are often
initiated on the spot and are greatly associated with strong desire and feelings of
pleasure and excitement.
In this regard, businesses need to understand the nuances of their target
market as consumer behavior is deemed complicated to understand. As
described, consumer behavior is the process of selecting, buying, using, and
disposing of goods and services by individuals or organizations to satisfy their
wants. Understanding customer behavior has a direct impact on the marketing
approach. This is due to the marketing principle, which states that companies
exist to meet the demands of their customers. Firms can only meet such
demands if they understand their consumers. As a result, marketing strategies
must include consumption patterns insights into every aspect of a marketing
strategy.
Similarly, consumer behavior is very essential for marketers to study
because it helps to understand and predict the behavior of consumers in the
marketplace. It is not only helpful in knowing what they buy, it also helps to
understand why, when, and from where they buy the products. Studying the
consumer behavior will help marketers to create and keep customers. However,
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the place identity of where these consumers come from can also be considered a
factor in their behavior when it comes to buying.
In the local front, Batangas City as officially known as the City of Batangas
is a first-class component city and capital of the province of Batangas. The city is
also a first-class city in the Southern Tagalog Region, steadily generating
significant revenues. Home to 339,551 inhabitants, Batangas City has a total
land area of 28,541.44 hectares consisting 24 urban and 81 rural barangays.
Due to rapid urbanization and the geographic makeup of Batangas, the city
exhibits neighborhoods that are modern and urban alongside those that have
rural characteristics. Having this characteristic of the place and its residents, it
can be said then that buying preferences and behavior are expected to vary in
terms of needs and wants, accordingly. On this account, attracting the urban and
rural consumers of the city requires marketers to reach both rural and urban
consumers. Thus, it is important for the marketers to know the need and
requirements of Batangas City rural consumers as compared to the urban
settlers. Rural markets are featured by less income and less literacy as
compared with urban consumers. With this account, the researchers have opted
to look into the factors that make up the complex social behavior that drives the
purchasing behavior of these two groups of consumers that will be beneficial in
determining the marketing strategies applicable in addressing their diverse
needs. There is the potentiality of marketing but it needs to compare the behavior
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of rural consumers to urban consumers for developing the marketing strategies
to tap the potential market.
In the present scenario mobile phones has become one of the most
important tools for individual communication. From an auto driver to an executive
and from a farmer to a landlord everyone is having a mobile phone but their
buying behavior is different. Hence it is important to differentiate the buying
behavior of consumers living in urban areas and the consumers living in rural
areas. For this reason, the main purpose of this study is to compare the buying
behavior of rural and urban consumers and find out their priorities while making a
purchase decision regarding mobile phone.
Theoretical Framework
Consumer behavior underlies the reasons why consumers take a specific
action when given a reason to buy or purchase a certain product, with the belief
that upon purchase, there will be a specific desired result. In this premise, the
theorized framework of Jha (2013) was utilized in order to determine the
consumer buying behavior between rural and urban consumers in terms of
purchasing mobile phones. Accordingly, seven (7) variables such as brand,
product features, user-friendly, quality, price, advertisement and after-sales
service thought to influence the buying behaviors of consumers.
It has been stated that brand is one of the most important factors to
influence the consumer behavior. A strong brand reputation lays a foundation of
trust between marketers and consumers. From this foundation, it can be

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expected to influence the purchasing behavior of consumers. Attraction and
curiosity about your brand are all it takes to dominate the decision-making
process.
The feature of a product is the second important factor correlated with the
consumer decision to buy the device. Mobile phone features include internet
connection, Bluetooth, video, color, FM, media player, design, touch screen,
store, size, available accessories, speaker and weight. All these factors
considered to have relationship with the decision to buy the mobile devices.
Moreover, product usefulness is defined as the consumers’ perception
that a product or service provides a benefit that fulfills their needs. Product
usefulness can increase the market size. Consumers will be attracted by
products’ usefulness and make the purchase decision rapidly to satisfy their
desires.
In terms of product quality, it entails the durability of the features without
any defects in the long run. A good quality can increase the purchase decision of
the customers on the product or service. Product quality refers to how well a
product satisfies customer needs, serves its purpose and meets industry
standards. When evaluating product quality, businesses consider several key
factors, including whether a product solves a problem, works efficiently or suits
customers' purposes.
Accordingly, the price of a product is an important factor that cannot be
overlooked in a study of consumer behavior. The variation in mobile price will

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influence the behavior of individuals to purchase. Also, product price refers to the
promotional strategy in which vendors lower the retail cost of certain items to
attract consumers. The greater the discount or the more convincing the sales
personnel and experts sound, the more likely consumers will be to purchase on
impulse.
In terms of advertisements, the customers are highly affected by the
advertisement as it creates curiosity. The advertisement can explain product
features through creative ways, which can impact the individual psychology and
thus increasing brand recall value. It plays a vital role in influencing purchase
behavior by providing, attracting consumer attention, arousing their interest, and
making a need to purchase.
Lastly, after-sales service plays an important role in customer satisfaction
and customer retention. It generates loyal customers. Satisfying the customer is
one of the basic objectives of the organization, as it is often said that customer is
boss and boss is always right, so it means customer is right when he demands
for after-sales service.
Conceptual Framework
To guide this research undertaking, an Input-Process-Output (IPO)
conceptual model as shown in Figure 1 was used. The concepts were derived
from intensive reading of the different materials which provided insights to
conceptualize the flow of the study.

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INPUT PROCESS OUTPUT

 Profile of the
respondents in
terms of age,
gender,
educational
attainment, status
of employment,
income; and
Proposed
residency.
 Factors influencing Promotional
Data Analysis
buying behaviour of Strategies to
through Survey
rural and urban balance the
consumers be Questionnaire
buying
compared in terms behaviour
of brand, features,
between rural
user-friendly,
quality, price, and urban
advertisement and consumers
after-sales service.
Figure 1
Conceptual Paradigm of the Study
To be able to determine the consumer buying behavior of rural and urban
consumers in Batangas City, the figure above presents three important parts
namely, the input, process, and the output of the study. Primarily, the input box
constituted the data with regards to the respondents’ profile and the factors
influencing buying behavior of rural and urban consumers. Subsequently, the
next stage in the information flow is the process data. The process box shows
the possible solution on how to attain the answers in the statement of the
problem. Due to this, the present study used a researcher-made survey

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questionnaire for the chosen respondents as the main instrument to gather the
necessary data. Finally, the output ascertains after the process of inputs. All
these processes aided the recommendation of significant strategies aiming for
the marketers to help them to balance the buying behavior between rural and
urban consumers.
Statement of the Problem
This study aims to compare the behavior of the consumers from rural and
urban sectors namely Barangay San Jose Sico and Poblacion 24 of Batangas
City.
Specifically, this seeks to answer the following:
1. What is the profile of respondents in terms of:
1.1 Age;
1.2 gender;
1.3 educational attainment
1.4 status of employment;
1.5 income;
1.6 residency (urban or rural)?
2. How may the factors influencing buying behaviour of rural and urban
consumers be compared in terms of:
2.1 Brand;
2.2 Features;
2.3 User-friendly;
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2.4 Quality;
2.5 Price;
2.6 Advertisement, and
2.7 After-sales service?
3. Is there a significant difference on the factors of buying behaviour when
profile variables intervene?
4. What promotional strategies can be proposed to balance the buying
behaviour between rural and urban consumers?
Hypothesis
There is no significant difference between the factors influencing the buying
behaviour of rural and urban consumers when profile variables intervene.
Scope and Delimitation of the Study
The study focused primarily on the assessment of consumer buying
behavior of rural and urban consumers in Batangas City. It was conducted to
know how do the respondents perceive in buying their mobile phones based on
their demographic profile and geographical locations.
The study covered Poblacion 24 that represents the rural barangay and
San Jose Sico that represent the rural barangay. These two barangays have the
highest population amongst the barangays under solid east of Batangas City.
There were 367 residents, 177 from Poblacion 24 and 190 from San Jose Sico,
who served as the respondents of the study. The researcher used Raosoft
sample size calculator to obtain the specific number of respondents. Furthermore,

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simple random sampling design was utilized to identify who the appropriate
respondents. The computed sample population was based on the list given by
City Disaster Risk Reduction Management Office that was derived from their 2020
Contingency Plan. Hence, the distribution and administration of survey
questionnaires was carried out via face-to-face to ensure the accuracy and
completeness of data provided by the respondents.
On the other hand, the study was limited to mobile phones as the product
being subjected to this study. Other products consumed and used by the
respondents were not included. More so, other factors of buying such as
economic, psychological and ease of payment were not included in the scope of
this study. Lastly, the type of store, either physical or online stores, the
respondents used to make their purchases during will not be the included in the
study’s subject matter.
Significance of the Study
This study will contribute to the understanding relating to the consumer
buying behaviors amongst rural and urban consumers in Batangas City in
purchasing their mobile phones. Thus, the findings would benefit different entities
such as sellers, consumers and future researchers which may be linked into this
matter.
In response to the objectives of the study, this research would be of great
help to the following:

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To the Consumers, the result of the study will provide them with more
information on the impact of their buying behavior to their selves and also to have
opportunities to compare products and prices, with greater product selection, with
convenience and ease of finding desired mobile phones.
The study finds relevance to business owners as they may have a better
understanding of how consumers choose to address their needs and wants.
They will be aware of the importance of understanding their target market as well
as improved customer service satisfaction.
To Colegio ng Lungsod ng Batangas, the concepts embedded in this
study may be used in classroom discussions and lectures for staff, faculty, and
students, while the research and extension unit may use the strategies derived
from this study to enrich their knowledge-sharing marketing.
The researchers, the outcome of the study will aid them greatly as they
develop more comprehension of the subject and its corollaries. They will
eventually have a better understanding of product marketing, customer behavior
patterns, and the trend of selling platforms, all of which will help them in their
dealings with their chosen careers.
To the future researchers, the results will contribute to the existing body
of knowledge and offers further research areas considering the gaps in the
current study.
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Definition of Terms
The following terms used in this study are defined conceptually and
operationally:
Advertisements. This refers to the promotion of a product, brand, or
service to customers in order to pique their attention and increase sales and it
usually comes in many forms, like video, picture, and song (Purba et. al., 2022).
For the purpose of this study, it will be one of the factors to be used in
determining the behavior of the consumers.
After-sales service. It is a type of services that are provided to the
customer after the products have been delivered (Nivethika, 2015). In this study,
it is used as a variable to perceived how the brand value their customers.
Brand. It is known as direct consequence of the strategy of market
segmentation and product differentiation and means more than just giving name
and signaling to the outside world that such a product or service has been
stamped with the mark and imprint of an organization (Maurya, 2012). In this
study, it refers to an object or item being sold by the sellers and patronized by the
consumers.
Features. It is defined as the set of human characteristics associated with a
brand having five dimensions such as sincerity, excitement, competence,
sophistication and ruggedness (Fioretti, 2018). In this study, it refers to the
business personality in showing the product brands to the eyes of the
consumers.
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Consumer behavior. Defined as the procedures that customers use to
acquire, purchase, utilize, and dispose of items and services that meet their
requirements (Felix, 2022). In this study, it concerns to the direct impact on the
marketing approach to the decision of the consumer to purchase a mobile phone.
Consumer buying behavior. Known to influence the consumer in the
changes of their lifestyle through frequent visits to retail stores for various
reasons such as offers, discounts, and ambiance (Felix, 2022). In this study, the
buying behaviors of the consumers was the main variable that was tested to
derived the study’s major objective.
Price. It is defined as the value that is put to a product or service and is
the result of a complex set of calculations, research and understanding and risk-
taking ability (The Economic Times, 2022). In this study, it pertains to the amount
of the product being sold whether physical or online purchase.
Quality. Product quality means to incorporate features that have a
capacity to meet consumer needs (wants) and gives customer satisfaction by
improving products (goods) and making them free from any deficiencies or
defects (Indeed Editorial Team, 2021). In this study, it means the general
features and characteristics of the mobile phone as the product being studied.
Urban consumers. They are type of people that has the advantage of
having a better community through socioeconomic and behavioral
characteristics, thus, they are more likely to shop at well-known, large-scale
stores or malls and stores with quality customer services (Braza, 2022). In this
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study, it confers to the group of individuals living in the urban area who are the
respondents of the study.
Rural consumers. They are considered as consumer that have low to
moderate-income levels; therefore, they are are less product-innovative, less
brand-conscious, and more price-conscious (Braza, 2022). In this study, it
confers to the group of individuals living in the urban area who are the
respondents of the study.

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CHAPTER II
LITERATURE REVIEW
Conceptual Literature
The foregoing scholarly literatures and articles present different concepts
which are essential to better understand the variables contained in this study.
Specifically, it focused on the underlying principles on consumer’s buying
behavior of rural and urban consumers. It then served as foundation of technical
information where the analysis of variables used in the study is applied
particularly in the data gathered from the survey.
Consumer Buying Behavior
Consumer buying behavior has been always of great interest to
marketers. Beginning about 300 years ago early economists, led by Nicholas
Bernoulli, John von Neumann and Oskar Morgenstern, started to examine the
basis of consumer decision making (Madhavan and Chandrasekar, 2015).
Consumer behavior is a broadly field of study. The consumer usually makes daily
purchase decisions for buying a product and many of the consumers don’t know
the factors that driving them to make these decisions on a specific product or
services or brand. Consumer behavior consists of factors which effect on
consumers buying behavior. The understanding about the factor affecting
consumer buying behavior is very interesting, how an individuals or consumer
influenced by the factors which influenced him or her for purchasing a specific
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goods or services. The factors such as the personal, social or cultural, economic
and psychological for buying a product (Ali and Ramya, 2016).
Hence, buying behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society (Madhavan and
Chandrasekar, 2015). The knowledge of consumer behavior helps the marketer
to understand how consumers think, feel and select from alternatives like
products, brands and the like and how the consumers are influenced by their
environment, the reference groups, family, and salespersons and so on. A
consumer’s buying behavior is influenced by cultural, social, personal and
psychological factors. Most of these factors are uncontrollable and beyond the
hands of marketers but they have to be considered while trying to understand the
complex behavior of the consumers.
It is widely accepted that a focus on customer needs is a major source of
competitive advantage and improved business performance. It follows that firms
need to understand their customers, which in turn requires analysis of all the
dynamics and factors influencing consumers' preferences and buying behaviors
(Schiffman and Kanuk, 2012). Identifying the characteristics of the target market
is one of the ways to understand the consumers' behavior and to increase the
level of satisfaction. For companies to attain commercial success, it is important
that managers understand consumer buying behavior. The relationship between

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consumer buying behavior and marketing strategy is emphasized because the
success of companies’ marketing strategies depends upon managers’
understandings of consumer buying behavior. Consumer buying decisions
indicate how well the company’s marketing strategy fits market demand. Thus,
marketing begins and ends with the consumer.
Consumer buying behavior is based on the concept and idea that he/she
simply decided to purchase a product or service at the spot. When consumer
watches an advertisement about the brand and develops likeness for the brand
and then eventually willing to purchase it (Niazi, et. al., 2012). The terminology
for actual buying behavior is that consumer in real sense purchase the product or
services. The objective of consumer buying behavior is to determine the factor
that influence consumer to act in a particular way but in different situation.
Therefore, it has been concluded by Niazi et. al. (2012) that consumers purchase
products by emotional response, rather that environmental response. These
attachments are created through advertisement as audio, video and text form,
which appeals him or her. Hence, consumer buying behavior should be checked
by consumer psychological behavior and social concerns.
Another conceptual theory of Durmaz (2014) about buying behavior claims
that marketing starts with the needs of the customer and ends with his
satisfaction and when everything revolves around the customer then the study of
consumer buying behavior becomes a necessity. An individual buying behavior
might be the about their mental, emotional and physical activities that they
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engaged in. Successful businesses understand how to leverage the different
factors that influence consumer buying behavior to effectively market their
products and maximize sales. Studies show that there are generally four main
factors that play a role in the consumer's buying behavior. These factors include
cultural factors, social factors, personal factors and psychological factors. The
psychological factors that influence an individual's decision to make a purchase
are further categorized into the individual's motivations, perceptions, learning and
his beliefs and attitudes (Callwood, 2013).
Buying behavior of consumers from rural and urban residences.
Customer behavior is directed towards various areas and processes that
involve individuals or groups that choose, purchase or use products, services,
ideas, or experiences in order to satisfy their own wishes and needs.
Geographical factors influence the behavior of potential consumers mainly from
the aspect of the location. Geographical location is a useful indicator of the things
those potential consumers want to see and experience in a certain product or
service. The idea is that people who live in a certain locality (city, region, etc.)
have similar needs and wishes which differ from the needs and wishes of people
who live in other localities (country, continent, etc.). Geographical distribution of
the population is important due to the fact that people who inhabit a certain
region usually have or share the same values, attitudes, and preferences.
Significant differences between regions are the consequence of the differences
in climate, social customs, and other factors such as culture or religion.

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In terms of the impact of advertisements, Rural and urban populations
have different cultures, family, group relationships, and values that account for
differences in buying Behavior, affecting rural and urban consumer
behavior dynamics. Urban consumers are more likely to shop at well-known,
large-scale stores or malls and stores with quality customer services. Rural
consumers are less product-innovative, less brand-conscious, and more
price-conscious (Chan, 2016). Given the differences in economic and social
development, it is safe to assume that their buying behavior is dissimilar.
Rural advertising, under rural marketing, may play a role in bridging the
widening gap between rural and urban economies. Through marketing
efforts, marketers may achieve rural advertising by linking agriculture and rural
enterprises to rural and urban markets (Sarkar et al., 2016).
Despite the high levels of modernization in the urban communities
here in the Philippines, rural communities are still becoming familiar with
modern cultures and media. According to the Philippine Statistics Authority, in
urban areas, Filipinos 10 to 64 years old mostly watched television (97.3%) and
surfed the internet through social media (82.5%). On the other hand, rural areas
have high exposure to television (94.4%) and radio (74.7%) and are the least
exposed to surfing the internet for research work and email (52.3%). Urban
people are inclined to consume broadcast media such as television and
the new media, namely, the internet. People from rural areas are most
likely to rely on traditional media such as the radio and television. These
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conventional media have been instrumental in educating the rural market
about various products offered in the marketplace. Still, as awareness in
rural areas increases, the market is also exposed to the wide range of
products provided since rural markets are highly price-sensitive consumers.
Formulating strategies depends on the product category, target segment,
availability, accessibility, affordability, and awareness (Braza, 2022).
Furthermore, rural and urban consumers have shown significant
differences in their purchase history resulting from differences in product and
assortment availability (Liu, Shively, & Binkley, 2013). Product options were
previously limited for rural consumers, but technological improvements have
resulted in greater access to and use of the Internet for both rural and urban
consumers (Perrin & Duggan, 2015). On the other hand, purchasing behavior is
defined as a process that people adopt while they purchase and consume any
product tangible or intangible, and ideas with an ultimate object of satisfying their
needs and wants (Kotler & Keller, 2011). There is an inequality in infrastructure,
education, and health facilities between cities and villages and this inequality
becomes a major instinctive force for people living in rural areas and urban
areas.
Meanwhile, Shih, Yu, and Tseng (2015) found that the purchasing
behavior of consumers is influenced by the characteristics that a product
possesses. They further divulged that consumer purchasing behavior is affected
and influenced by the satisfaction of consumers with reference to products. They

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further cited that consumer purchases a product once they are satisfied with its
different characteristics and attributes of a product.
As it is, consumers are adaptive decision-makers. Consumers, besides
maximizing decision exactness and minimizing cognitive attempts are also
concerned with minimizing negative feelings and maximizing their ease of
justification. The decision-makers first use less cognitively demanding strategies
to eliminate unacceptable alternatives till they are left with few alternatives. Then
they adopt highly cognitive decision-making strategies to choose between the
residual alternatives. In the changing decision, there is more than one decision
and even within a single decision, there are multiple decisions (Kim et al., 2012).
Differences in the lifestyles of people that are caused by the size of the
urban environment are rather transparent. Cities are considered to be important
indicators for determining the prosperity of a certain country. The forces that
create ‘the health’ of cities are their markets, businesses, technology, migrations,
and capital. The behavior of potential tourists who live in capital cities differs from
the behavior of those who live in smaller cities. The social structure of the
population, i.e., differences based on economic, social, and other factors, is
much more diverse in bigger cities (Đeri, 2007; Đeri, Plavša, & Čerović, 2007).
Buying behavior of consumers as influence by brand.
Brand is any name, sign, symbol, color term that differentiate the product
of one seller to another. Word brand comes from the word brander means to
burn. It is valuable asset of a firm that enhanced brand strategies build

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positioning and equity (Waheed, 2016). Most of the brands chosen by consumers
for purchase are based on impulse buying. Brand name on packaging increase
customer response, purchase preference in impulse. Unique brand names play a
critical role in all business sectors. The meaning that exists in brands may act as
a trigger or stimulus for consumers’ purchase or consumption of certain brands
(Ahmad and Thyagaraj 2015).
In branding literature, the concept of brand identity is defined as a unique
set of brand associations that a firm can create or maintain (Chathuranga, 2019).
In other words, it is the impression or the unique space the brand intends to
occupy in the consumer’s mind. It may involve a value-proposition with
functional, emotional or self-expressive benefits. The emotional linkage between
a brand and a consumer is important in building strong brands. Researchers also
confirms that consumers look for and buy emotional experiences around what
has been bought and no longer buys products and services alone. Hence, the
modern marketing practitioners have realized the need to go beyond
conventional methods of creating brand identity. With that arena sensory
elements are increasingly becoming important when conceptualizing a revised
corporate identity construct (Bartholmé and Melewar, 2011). Furthermore, it is
essential to move attention from the features-and-benefits approach advocated
by traditional marketing to given that customers with experiences. In contrast to
its narrow focus on functional features and benefits in traditional marketing,
experiential marketing focuses on customer experiences. Experiences occur as a

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result of encountering, undergoing or living through things. Experiences provide
sensory, emotional, cognitive, behavioral, and relational values that replace
functional values (Schmitt, 2014).
At the root of all branding activity is the human desire to be someone of
consequence, to create a personal and social identity, to present oneself as both
like other people (e.g. to belong) and unlike other people (e.g. to stand out), and
to have a good reputation. Sign and symbol are essential ingredients of this
branding phenomenon. As a form of marking, branding is richly ramified by
application to oneself, to other people, and to property since it takes both
material and metaphorical forms and is perceived either positively or negatively
(Bastos et.al., 2012).
Although the common understanding of branding as the naming of a
product is essentially a simple one, the applications of this idea and the thinking
about it have evolved in dramatic ways. To appreciate that evolution, it requires
awareness the difference between a sign and a symbol. In a similar vein, Mercer
(2015, p. 18) explains that a trademark (i.e. a sign) is the tangible item of
intellectual property – the logo, name, design, or image – on which the brand
rests. But brands also incorporate intangibles such as identity, associations, and
personality. Branding starts as a sign, a way of denoting that an object is what it
is and then becomes a form of naming something (e.g. a steer, a slave, a
prisoner, a detergent). But immediately, denotation is not enough and
connotations arise. Being named an animal, a slave, a prisoner, or a product are

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not merely denotative terms; they also imply other ideas. The brand on an animal
or a person promptly becomes a symbol of ownership and reputation. Branding is
usually done by using some kind of mark placed either directly on the object or
indirectly on a label (e.g. a slip, a flap, a patch) that is affixed to the object. In
addition to signifying ownership and the status of the one branded, a mark might
be a positive sign of distinction.
Consumers and markets, while the brand image of a product is a
representation of the overall perception of the brand and is formed from
information and past experiences of the brand. The influence of a product's
brand image is related to consumer beliefs and preferences for a product brand.
Consumers who have a positive image of a particular brand will be more likely to
make repeat purchases of the products produced by the company's brand
(Rusmewahni, 2022).
Buying behavior of consumers as influence by features.
A product features are corollary tagged as brand image, which is a form
of belief held by consumers for the goods to be bought (Amron, 2018). A brand
image is the perception and beliefs held by customers about a specific product
(Lau & Phau, 2007; Rubio et al., 2014). It is embedded in the memory of
consumers and will be reflected in consumer’s buying behavior.
Diallo et al. (2013) puts brand image as consumer understanding based
on the type of a particular brand. When it is increasingly embedded in the
memory of consumers, a brand will become closer to the consumer’s choice.

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Therefore, a good brand image should be introduced to consumers continuously
so as to form a memory attached to them (Lau & Phau, 2007). The emerging
brand impression in consumer’s memory increases along with the increasing
number of consumers to experience the brand (Rubio et al., 2014). Furthermore,
when brand association is interconnected strongly, the brand image that is
formed will also become more powerful (Lau & Phau, 2007).
Various studies attributing the strong relationship between brand image
and buying decision had been conducted by researchers involving various
aspects. For example, the research of Sasmita and Suki (2015) examined the
strength of the relationship between the brand image on the buying decision of
200 respondents in buying branded goods in Malaysia. Furthermore, the study
underlined that there is a positive and significant relationship between brand
image and consumer’s buying decisions. The research conducted by Watson et
al. (2015) investigated the influence of brand image on the buying decision of
branded apparel products in Germany. The results found that brand image is
able to influence buying decision in a positive direction.
A product feature can also be associated as brand personality. Many
believe that brand personality can help create a self-expression benefit that
becomes a vehicle through which the customer can express his or her own
personality. In the beginning, the dimensions of brand personality were defined
by extending the dimensions of human personality to the domain of brands.

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Thus, the brands were considered to be extrovert, friendly, old-fashioned,
conscientious, modern, exotic, and the like (Hasima et al., 2020).
It has been revealed (Maehle et al. 2011) that specific brand personality
dimensions were associated with particular product categories and that
consumers’ perceptions of brand personality dimensions were found to be
associated with functional and experiential benefits. Further, brand personality
has been found to play an important role in shaping consumer attitudes and
purchase intentions, and it has been suggested (Freling et al. 2011) that by
understanding the degree of appeal of a brand’s personality, it was possible to
know as to how the personality would influence purchase intentions and
behaviors. Studies showed that brand personality helps a consumer to reveal
his/herself. The relevance of brand personality has been highlighted that
‘companies that employ brand personality as a part of an overall positioning
strategy, when properly and consistently communicated, can affect consumer
perceptions in far more enduring ways than other marketing and communication
strategies.
Buying behavior of consumers as influence by being user-friendly.
A product known to be use-friendly was identified as important driver of
urge to buy. Perceived user-friendly is defined as the extent to which the user
believes that his or her shopping productivity will be enhanced by using particular
features, hence, an important link to user satisfaction (Xiang et. al., 2015)
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Another study sought to determine the drivers of purchase intention for
paid mobile apps in terms of using ECM as a theoretical basis to define
perceived usefulness as a precursor of customer satisfaction (Hsu and Lin,
2015). In that study, a product that is use-friendly was defined to include multiple
attributes: performance on mobile apps, price, social influence, and others. The
findings reported a positive influence for perceived usefulness and consumer
satisfaction and in turn, purchase intention (Long et. al., 2020).
Some recent research in the literature discussed that information on online
stores should be communicated to the consumers to increase customer returns
to the shopping site. Improving the quality of information from an advertising
content is predicted to help the consumers to receive perceived usefulness and
enjoyment (Handayani, et. al., 2018). Added to this claim, visual appeal and
advertisement can lead to perceived usefulness that can produce an
impulsiveness response that leads to impulse buying. The emotional response of
the individual becomes one of the benchmarks for the next action of the users.
As the case of online shopping behavior, social media provides the large
selection of stores, variety of products, as well as reviews from previous
customers, which can affect the mood of consumers. Their good mood with the
site can trigger perceived usefulness and impulse buying afterwards.
Subsequently, perceived usefulness is a robust construct to represent
cognitive reaction and has been used to describe the reaction (Xiang et al. 2016).
Perceived usefulness in the vlog context is defined as the degree of how

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subscribing information about certain products may help viewers in purchasing a
product. Prior research on bloggers shows that readers refer to bloggers’
recommendation (perceived as useful) prior purchasing a product (Hsu et al.
2013). Vlogs may help viewers purchasing certain products based on the
relevant information offered.
More so, prior studies have shown that an attractive system influenced by
the product’s being a user-friendly to its buyers (Hindayano and Arviansyah,
2018). Entertaining vlogs may also denote delivering the core messages
effectively as excitement and enjoyment would raise the mood of the viewers
focusing on the primary information. Such vlogs will leave an impression of highly
useful to the viewers. Handayani et. al. (2018) stated that positive behavior is
shown from creative messages. Creative vlogs may engage the viewers and lead
to the feeling of curiosity and enjoyment. Saffert (2013) stated that out of the
ordinary messages can attract consumers’ attention towards products. The
curiosity and full attention should focus the viewers on highlighting the core or
main messages and result in highly useful vlogs. Therefore, attractive websites
that utilized a good color choice, images, animations, and music showed to
influenced the enjoyment of using the websites. Vlogs with good quality of picture
or resolution, clear audio, and timely information delivery are both more likely to
be enjoyed and will be useful for the viewers. High quality and right-on-time vlogs
can help the viewers observe and visualize products giving the impression of
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highly useful. Hence, it was suggested that entertainment, creativity, and vlogs’
production quality may affect perceived enjoyment and perceived usefulness.
According to Mir and Rehman (2013), perceived usefulness as cognitive
aspects affect the attitude of online users. Likewise, Akram (2017) showed
perceived usefulness could influence online impulse buying. Moreover, prior
studies showed that prosocial interaction could affect consumers’ buying decision
Viewers having prosocial interaction with vloggers may follow their lifestyles and
experience the urge to purchase impulsively the products used by the vloggers.
Perceived usefulness of vlogs can also be influenced by incorporating
informative content in the vlogs. Perceived usefulness in the vlog context has
shown to affect the impulse buying decision. Thus, vloggers and marketers can
influence the consumers’ impulse decision by strengthening the prosocial
interaction between vloggers and the viewers by providing invaluable information.
Together with perceived enjoyment, perceived usefulness can strengthen the
impulse buying behavior.
Buying behavior of consumers as influence by product quality.
Product quality is the product ability to satisfy the needs or desires of
consumers (Amron, 2022). Marketers who do not pay attention to the quality of
the products or services offered would lose as consumers become disloyal. As a
result, the sales of products or services will tend to decline (Amron & Mahmud,
2017).
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When marketers pay attention to quality, consumers will be happy to
decide to buy a product or service. According to Moreno et. al. (2017,) product
quality is the totality of the features and characteristics of the products or
services that depends on their ability to satisfy stated or implied needs. Various
studies associating product quality with buying decision had been made by
researchers to associate with various aspects. For example, Beneke et al. (2013)
examined the effect of product quality on buying decision of other household
goods. The results showed that product quality has positive effect on buying
decisions. Then, the research conducted by Kianpour et al. (2014) found that
product quality has positive significant effect on the postgraduate students of
Universiti Teknologi Malaysia.
Likewise, the product with the best appearance is not necessarily the
product with the highest quality, if the appearance is not what consumers
and the market need and want, therefore producer products that are already on
the market today are required to be more creative and increase the variety
and innovation of their products according to their needs (Rusmewahni,
2022).
Variables that can influence consumers in making purchasing
decisions for a product, such as product quality and brand image of a
product, so that consumers will remain loyal to the products produced by the
company. The influence of a product's quality is related to consumer
beliefs and preferences for a product brand. Consumers who have a positive
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image of a particular brand will be more likely to make repeat purchases of the
products produced by the company's brand (Khaddafi, et. al., 2022).
Buying behavior of consumers as influence by product price.
The product’s price is a factor that affects impulse purchases. An item with
an unexpectedly low price can make shoppers feel that they are spending less
than they originally planned (Chen et. al., 2017). There are some new types of
promotional strategy, such as free shopping fees that can cause consumers to
buy products more impulsively (Wu 2020). Hence, price promotion can influence
impulse purchasing.
Price-sensitive consumers are generally rational and logical shoppers who
emphasize utilitarian shopping benefits. Hedonic shoppers exhibit more
sensitivity to price information, suggesting that the price attribute is important in
predicting hedonic browsing. Yu et. al. (2017) found that the price attribute will
positively affect consumer behaviors. It was noted that pricing advantage has a
favorable impact on the value of cross-buying. When offered discounted rates on
products, customers respond favorably and succumb to impulsive buying. Price
exerts the most direct and effective influence on consumer purchase decision-
making and comparison systems can assist consumers with their decision-
making processes. Thus, consumers are likely to make impulse purchases based
on price or special promotional offers during web browsing (Wu et. al., 2020).
Products or services are sold at discounted prices within specific and
extremely short durations. When the time limit is exceeded, original prices are
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restored. Few people learn of the discount information, and therefore this type of
sales promotion can generate utilitarian benefits (e.g., monetary savings and
quality) and hedonic benefits (e.g., value creation) for consumers (Chandon et
al., 2000), Price discounts can be offered as a reduction in terms of a percentage
of the original price or in terms of dollars off. There is also a widespread use of
bonus packs for a variety of product categories such as clothing, for example,
buy one, get one free and may trigger the buying impulse of consumers.
Correspondingly, online prices are usually lower than the traditional brick-
and-mortar stores because most of the internet retailers do not collect sales tax
from the customer. That makes the price of product lower than offline stores thus
may lead towards an impulse buying decision (Ali, 2016). The consumer can buy
the product due to reduced price or sales promotions and can persuade an
unplanned purchase. However, the total bill usually exceeds the amount a
consumer would spend in an equivalent store when they enter with the same
specific shopping goals in mind. This indicates that consumers prefer to buy low-
price things on impulse.
Moreover, consumers shopping online are more sensitive to the price of
products because they can do price comparisons easily with little cost (Xu and
Huang, 2014). While browsing the website, consumers are likely to take the
impulsive buying action if the price is unusually attractive. Therefore, the price of
a product has a significant effect on online impulsive buying behavior.

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The effect of sales promotions on online impulse buying also depends on
whether the product is inexpensive or expensive. Typically, consumers believe
that inexpensive products earn a low profit margin whereas expensive products
earn a high profit margin. When shopping online, they often seek products that
maximize value, even more so than offline consumers, who may shop with other
intentions, such as quality seeking, service seeking, or convenience seeking.
Because a price discount on an inexpensive product can generate a stronger
sense of value compared with one of the same monetary values on an expensive
product, online shoppers may engage in more impulse buying behavior (Xu et.
al., 2014).
Buying behavior of consumers as influence by advertisement.
Advertisement plays an essential role in communicating and
convincing customers to purchase goods or services. As stated by
Wienclaw (2014), advertising is one of the Integrated Marketing
Communication processes, which combines and integrates multiple
marketing information such as advertising, direct response, sales promotions,
or publications. The purpose of advertising is to maximize the
effectiveness of a marketing campaign which a company can utilize through
television, radio broadcasts, newspapers, magazines, direct mail, billboards, or
catalogs. Moreover, advertising is limited to providing information and
benefits to its customers and influencing them. It aims to shape a favorable

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attitude towards a product, encourage its purchase, as well as a frequent
reminder of the existence of a given commodity (Hoffman, 2019).
Despite their already shaped outlook and attitudes, advertisements
repeatedly influence adults. However, shaping attitudes is primarily possible
for younger consumers who do not yet have a basic knowledge of
products offered in the market. The existence of a family is a condition for the
functioning of the social structure of society .The family's role in their
household is one of the most effective tools in managing advertising
influence on children, determining how literate a family member is as a
media user (Braza et. al., 2022). According to Saracho, O. (2010), many
studies suggest that family literacy contributes to a child's literacy
development. As we know, literacy comes in many forms, and the subject
of this paper, a household's buying behavior, is impacted by the
multidimensional literacies learned in the home. Consumer buying behavior
occurs when individuals or families search, evaluate, analyze, buy, review,
reject, and accept products or services to satisfy their personal needs
(Lancaster & Massingham, 2018).
Marketers use a variety of media venues to sway consumer
behavior. Every media platform's advertisement has a unique composition that
uniquely attracts customers. Consumer media habits have shifted as a result of
digitalization. As a result, there is a need for a better knowledge of

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advertisements on various media platforms and their effects on consumer
behavior (Braza et. al., 2022).
There are different types of advertising channels that could entice the
consumer buying behavior. TV advertising is the most popular form of
advertising, where the community devotes most of its time. It is considered the
most active advertising that influences the community (Hoffman B., 2019).
Above all, Television commercials stand out with dynamics that marketers
in other media cannot use. The Philippine Television Broadcast is a highly
competitive industry with the two leading networks ABS-CBN before its
shutdown and GMA Network Inc.According to the Philippine Statistics
Authority (2020), 96% of all barangays watch television, and 66% watch
television every day. According to Håkansson, A., & Widinghoff, C. (2019),
television advertising is an effective advertising platform used for advertising
gambling and promoting online casinos. Television advertisements influenced
people to go into gambling by disseminating advertisements on television. The
most attractive and essential place to advertise is the television medium.
Television commercials or advertisements are what young people are
attracted to and appreciate positively. Many companies tend to target
young people through tv ads as a wide range of products and services
are consumed or used by children (Natarajan, M. & Manimaran, S., 2016).
On the other hand, radio is most suitable for businesses catering to
the local markets and offers audio content (Sama, 2019). Radio is said to
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be the most accessible medium of communication. According to the
Philippine Statistics Authority, 59,698,000 of the population aged 10 to 64
have listened to radio advertisements. Freedom of Information reported 24
AM radio stations and 1,080 FM radio stations in the Philippines in 2019.
As mentioned by Castelo and Vizmonte (2019), advertising in the
Philippines has evolved from traditional to digital advertisements. Examples
of these are electronic billboards, web advertising, public transport
advertising, direct marketing, social media promotion, and other marketing
tools to promote products and services. The government used radio and
other platforms publicly like newspapers and television to disseminate
Information, Education, and Communication (IEC) materials. In terms of
reach and message recall, there is evidence that television and radio are
usually more effective in disseminating awareness campaigns (Das, S. 2016).
The introduction of new technological communication media served as a
threat to radio.
According to Sama (2019), an effective communication medium is
newspapers since it plays an essential role in almost every country. TV and
print advertisements are the traditional mediums they prefer (Statista, 2016).
Even though this generation is knowledgeable in technology, newspapers still
play a vital role in the decision-making of their consumers. In 2019, 63.3% of
the total population ages 10 to 64 had spent time reading newspapers.
However, 36.5% of the population has not seen newspapers. Newspaper ads
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influenced significant effects on positive attitudes towards tax compliance. It has
a more substantial impact on TV ads regarding individual attitudes towards
complying with taxes voluntarily (Cyan, M. R., Koumpias, A. M., & Martinez-
Vazquez, J. 2016).
Sajib (2020) stated that poster advertisement is considered one of the
most accessible media advertisements. Marketers set posters outdoors to
connect and catch the attention of the masses. This advertising medium is
suitable for household products like soap, medicines, and the like.
According to the Philippine Statistics Authority, 54,955,000 of the population
ages 10 to 64 have seen posters.
According to the Philippine Statistics Authority, in 2019, 67.5% of the
population ages 10 to 64 are exposed to the internet, specifically social
media, 42.5% are exposed every day, and 26% have no access. In this
study, Facebook, Twitter, Instagram, YouTube, email encompasses the
term 'internet' (Mishra & Vashiath, 2017). With different media platforms
that varied influence to its audience, Opeodu and Gbadebo (2017)
indicated that influencing consumers' choice is through various media platforms
that play an essential role to each consumer. One of the significant factors in
shaping adolescents' buying behavior is online advertising (Berlin, I., &
Dautzenberg, B., 2020). Social media has a wide range of reach to different
market segments, and with creative advertising, it gets the consumers' attention
and gets attached to it. According to Zheng, X., Li, W., Wong, S. W., & Lin,
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H.C. (2021), Social media marketing has become a significant vehicle for
disseminating information to consumers, especially their products, to be
acknowledged by consumers online.
Buying behavior of consumers as influence by after-sales service.
Customer plays an important role in every business. The main purpose of
every business is to satisfy their existing customers and to attract new
customers. Customer satisfaction is a basic one and it cannot be considered as a
separate function in business. On the other hand, after-sales service plays an
important role in customer satisfaction and customer retention. It generates loyal
customers and in that way, after-sales service plays a pivotal role in
strengthening the bond between the organization and its customers (Nivethika,
2015).
Based on that, every organization has to provide better after-sales service
to retain and satisfy its customer. Making and retaining a valuable relationship
with customer while using every aspect of taking, retaining and enhancing the
customer is known as Customer Relationship Management (Akram, 2018).
Through customer relationship management, organizations can achieve their
objective of retaining and satisfying customers. Customer satisfaction, results in
increased demand of product/ service and the organization or brand reputation
increases. When organizations sell products effectively it has to make effective
planning for services products after sale, such planning is a part of customer
relationship management. After-sale service is important for organizations to

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compete in the market by using such extended services (Cai, 2018). In Sale
Services, After-Sale Delivery is very important for customer satisfaction. Different
customers have different needs some want the product to be delivered to their
destination at the right time and at the right price, others give value to customer
needs and wants, on the other hand poor distribution results in a negative
impression (Chen and Zao, 2020). Such negative impressions result in a poor
seller relationship with the consumer. Organizations need to improve relations
with customers for effectiveness and to improve their sales turnover. Installation
of a product without any error, results in improved satisfaction of the customer,
this can reduce the chance of damage, error and assures the customer that the
product is valuable, errorless and reliable. Installation process must be handled
by an experienced professional; it should also provide a delightful post sale
service to the consumer from the organization. Properly managed feedback is
important for organization as they would then come to know what the customer
needs from the organization, for example the types of changes the organization
should be into the product or service line, so that they give more value to the
customers. Therefore, services given to consumer afer-sales are more valuable
to satisfy customer needs, after sale service is very important for organizations to
retain customers for a long time and it will generate high profitable relationship
with organizations (Chen and Zao, 2020).
Further, after-sales service involves a continuous interaction between the
service provider and the customer throughout the post-purchase product life
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cycle. At the time, the product is sold to the customer, this interaction is
formalized by a mutually agreed warranty or service contract. The exact terms of
the warranty or service contract, the characteristics of the customer base, and
the nature of the sold product influence the after-sales service strategy of the
service provider. It has been discovered that after-sales services maximized the
value extracted by customers over the entire product life cycle (Hasam et. al.,
2020). Researchers had agreed that after-sales services can create sustainable
relationships with customers and contribute significantly to customer satisfaction
by offering different after-sales services during the various stages of the primary
product lifecycle, the provider can ensure product functionality and thereby
customer satisfaction. This may lead to a fruitful relationship between the
provider and the customer over time, allowing for more transactions (Hasam et.
al., 2020).
Rural and Urban Consumers
Rural and urban populations have different cultures, family, group
relationships, and values that account for differences in buying Behavior,
affecting rural and urban consumer behavior dynamics. Urban consumers
are more likely to shop at well-known, large-scale stores or malls and
stores with quality customer services. Rural consumers are less product-
innovative, less brand-conscious, and more price-conscious (Chan, 2016).
Given the differences in economic and social development, it is safe to
assume that their buying behavior is dissimilar. Rural advertising, under

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rural marketing, may play a role in bridging the widening gap between
rural and urban economies. Through marketing efforts, marketers may
achieve rural advertising by linking agriculture and rural enterprises to rural and
urban markets (Sarkar et al., 2016).
Despite the high levels of modernization in the urban communities
here in the Philippines, rural communities are still becoming familiar with
modern cultures and media. According to the Philippine Statistics Authority, in
urban areas, Filipinos 10 to 64 years old mostly watched television (97.3%) and
surfed the internet through social media (82.5%). On the other hand, rural areas
have high exposure to television (94.4%) and radio (74.7%) and are the least
exposed to surfing the internet for research work and email (52.3%). Urban
people are inclined to consume broadcast media such as television and
the new media, namely, the internet. People from rural areas are most
likely to rely on traditional media such as the radio and television. These
conventional media have been instrumental in educating the rural market
about various products offered in the marketplace. Still, as awareness in
rural areas increases, the market is also exposed to the wide range of
products provided since rural markets are highly price-sensitive consumers.
Formulating strategies depends on the product category, target segment,
availability, accessibility, affordability, and awareness.
The rural and urban communities are distinguished based on several
criteria such as density of the population, occupation and size, the environment,
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Social Stratification, mobility, and system of interaction. The relative
inaccessibility of goods tends to ascribe rurality, economic deprivation, and
diminished services in rural regions transcend spatial dimensions (Martins &
Canhoto 2016). Rural areas are typically attributed to low household income and
wealth andan uneven distribution of adequate public resources and services. On
the other hand, urban has the advantage of having a better
community through socioeconomic and behavioral characteristics (Dendup.
et al., 2020). The main occupation of people in rural communities is agriculture
though a few are engaged in non-agricultural pursuits. Urban communities
mainly consist of non-agricultural purposes such as manufacturing, trade and
commerce, service, and other professions. Usually, rural consumers have low
and moderate-income levels; rural consumers are more conscious of price.
Price plays a vital role for a rural consumer and is highly price-sensitive
(Chhabra, 2018).
Research Literature
This section consisted of related studies which are published and have
bearing on the research study being undertaken.
Jha (2013) determined the buying behavior of the rural and urban
consumers in Bihar, India towards mobile phone and to know the factors which
influences the buying behavior and how these factors play an important role in
buying decision. The total sample selected was 320 which included the urban
and rural consumers. The study depicted that the most important factors which
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influences the urban consumer for making a purchase decision are brand,
feature, and user-friendly of the mobile phone. However, the most important
factors which influences the rural consumer for making a purchase decision are
feature, price and advertisement. From this point of view, rural consumers are
basically different from their urban counterparts.
Meanwhile, Sata (2013) investigated the factors affecting the decision of
buying mobile phone devices in Hawassa town in Ethiopia. In order to
accomplish the objectives of the study, a sample of 246 consumers were taken
by using simple random sampling technique. In this study, both quantitative and
qualitative data were used. The qualitative data was obtained from the primary
sources of data. On the other hand, the quantitative data was collected from both
primary and secondary sources of data. Moreover, six important factors such
price, social group, product features, brand name, durability and after sales
services were selected and analyzed through the use of correlation and multiple
regressions analysis. From the analysis, price is the dominant factor affecting the
decision to buy mobile phone.
Felix (2022) studied the consumer buying behavior in the
Tiruchirappalli district, with the frequency of visits in organized retail outlets
acting as a moderatorA total of 65 customers are chosen and given a
questionnaire. The research was conducted on several sociodemographic
customer groups. The study showed that the consumer's sociodemographic
factors had a substantial impact on their purchasing behavior. One of the

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most essential aspects to consider when analyzing consumer purchasing
behavior in organized retail stores is gender. Consumer buying behaviors are
influenced by changes in lifestyle, such as frequent visits to retail stores for
various reasons such as offers, discounts, and ambiance.
Qazzafi (2020) study focused on the factors which affects consumer buying
behavior. The approach used in this study was qualitative and utilized secondary
data for data collection. The study concluded the four main factors which affects
the consumer buying behavior such as Personal factor (Age and stages of life
cycle, Occupation, Personality and Lifestyle), Psychological factor (Motivation,
Perception, Learning and Memory), Social factor and Economic factor (Personal
Income, Family income, Income expectations, Savings, Consumer credit and
Other economic factors).
Amron (2018) focused on testing the model of consumers’ buying decision
of Multi-Purpose Vehicle (MPV) cars. The research model involved four (4)
independent variables of brand image, brand trust, product quality and price; and
the dependent variable of buying decision. The study found that the (4) four
independent variables were proven to be capable of positively and significantly
influencing consumers’ decision in buying MPV cars. Moreover, brand image and
brand trust were able to influence consumer decision in determining the buying of
MPV cars. It was also noted that companies that has information centers and
after-sales service representative that build the image that MPV that has a
satisfactory service added to the likeability of the customers to purchase such.

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Parmar and Chauhan (2018) investigated the factors affecting online
impulse buying. For the purpose of their study, a structured questionnaire was
used and a total of 106 respondents were surveyed by applying convenience of
non-probability sampling method. The outcome of the study showed that price
discount was the most affecting factor for impulse buying followed by quantity
discount, free delivery, cash on delivery, gift coupons, festive offers, debit/credit
card offers, easy returns and end of season sale. The study also found
association between gender and the word of mouth.
Muniswamy (2017) had a comparative analysis of rural and urban
consumers in India. The study’s primary goal was to compare the distinct
behaviors of both rural and urban consumers in order to market various goods
and services. Generally, educational levels are very high among urban
consumers whereas it is low among rural consumers. High levels of education
among consumers leads to qualitative purchase behavior. The family structures
also affect the purchasing behavior stating that large families in rural areas have
single decision maker in purchasing goods and services whereas in urban areas
family size being small and women mostly employed, decision making is almost
equally divided among male and females. Urban consumers generally prefer to
purchase bigger volume packs to get cost benefit, thus, rural consumers prefer to
purchase smaller volume packs.
Examining the comparative buying behavior of rural and urban
counterparts towards the purchase of mobile phone in Ganjam District, Odisha

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was explored by Debasish (2016). Results indicated that there was no significant
difference of price and style consciousness for purchase of mobile phone
between rural and urban consumers but there was significant difference of
quality, functions and brand consciousness for purchase of mobile phone
between rural and urban consumers. Study indicates that rural consumers are
less quality, functions and brand conscious as compared to their urban
counterparts.
In order to theorize whether the residential background of consumers has
a varying effect on the buying decision due to the television advertisements,
Hasan (2015) conducted a comparative study to rural and urban consumers in
the district Gujranwala, Pakistan. This study also compares the effect of TV
advertisements among the males and females.. Rural residents jointly make a
decision with their family members which product to be purchased and they also
expect the same quality of the product that is shown in TV advertisement while it
is not so with the urban residents. It was also concluded that urban residents do
not purchase the goods unless they do not actually need it. Female behavior
towards purchase is more prejudiced by the TV advertisements than their male
counterparts.
For local setting, Braza et. al. (2022) examined the influence of
advertisements to purchase Fast-Moving Consumer Goods (FMCG) among rural
families in Laur, Nueva Ecija, Philippines. A total of 205 respondents were
randomly selected as participants. The survey-questionnaire method was used as

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an instrument for data gathering. Result of the study concurred that price still
plays a significant role in rural consumers' buying behavior, supporting the idea
that they are highly price-sensitive consumers. From the study, one of the three
fundamental goals of advertising and marketing is to offer a reasonable price,
thus, it is evident that the price of products was more valued when it comes to
factors that affect their buying behavior. On the other hand, some demographics,
namely age and educational attainment, were also significant in influencing their
buying behavior
The characteristics of millennials in online buying behavior, factors that
affect the buying behavior of the consumers and the relationship of the factors
of online shopping and the consumer purchase decision process were
investigated by Nartera et. al. (2019). Respondents of the study were
composed of 287 Master’s in Business Administration/Management students in
five (5) selected State Universities and Colleges-NCR, to see the current
situation of what it is today. The results revealed that online shoppers take
Sales Promotion as a primary factor in buying products in the internet.
Advertisements, logistics, social environment, feedbacks and payment process
are also vital factors to consider in online shopping as it affects their buying
behavior. Added to this, online shoppers value the delivery of service more
than the money they spent on the product. They prefer stores that could deliver
their orders at the right time and the right quality. Payment process is another
thing that customers look after. They prefer stores that has good payment
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process and options valuing the security and reliability of the accounts to avoid
from frauds and hacks.
Legaspi et. al. (2016) studied the consumer behavior among millennials
in the Philippines regarding online impulse purchase behaviors. Participants
were millennials aged 19 to 35 years old, student, employed or unemployed,
single or married and they were selected through convenient sampling. A total
of 200 participants composed of 96 women and 104 men participated in the
survey. They were mixed of De La Salle University and Miriam College
students and members of the workforce. Result of the investigation showed
that Filipino Millennials are not impulsive buyers when it comes to shopping
online. There are key barriers identified to encourage more incidence of online
impulse purchase such as perception on security vulnerabilities and the
abundance of options through other traditional retail channels.
Synthesis
In this section, similarities and contrasts between the present study and
other literatures that were cited in this research were discussed.
The studies of Jha (2013), Debasish (2016) and Muniswamy (2017) were
similar to the present study in terms of determining the buying behavior of the
rural and urban consumers. Said studies were also descriptive in nature and
utilized survey questionnaire as a fact-finding strategy just like the present study.
Debasish (2016) and the present study also included the products’ price, quality
and features as their main variables. However, the previous studies differed on
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the aspects to be measured since Jha (2013) investigated the specific
motivational factors that lead to influence the buying behavior of the respondents,
Debasish (2016) included the product’s style variable and Muniswamy (2017)
observed the influence of the cultural background of the respondents, whereas
the current study was delimited to tackled. Further, Muniswamy (2017) focused in
assessing the buying behaviors of the respondents towards various goods and
services while Jha (2013), Debasish (2016) and the present study focused in
mobile phones.
Further, Sata (2013) investigation bears similarities with the present study
in the way of learning the factors affecting the decision of buying mobile phone
devices. The previous and present study both used simple random sampling
technique in choosing the respondents. In contrast, the present study’s
respondents were the rural and urban consumers and the research design was
qualitative. The previous did not compare the rural and urban respondent’s and
was quantitative and qualitative in nature.
Meanwhile, Felix (2022) and Qazzafi (2020) were similar to the present
study in terms addressing the consumer buying behavior. They both used the
customer purchasing behavior and demographic data as mediating factors. On
the other hand, they have differed in terms of including the factors that can
influence the buying behavior such as retail store’s ambiance, consumer’s
frequency in visiting a store and discount on products on their studies. Further,

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the previous studies had no specific products that was measured wherein the
present study focused on mobile phones.
In Amron (2018) and the present study, both the tested the consumers’
buying decision. Thus, the past study the brand trust, product quality and price
variables of Multi-Purpose Vehicle cars. On the other hand, the present study
only focused in product quality and price variables of mobile phones.
The study made by Parmar and Chauhan (2018), Nartera et. al. (2019)
and Legaspi et. al. (2016) investigated the factors affecting online impulse buying
within a certain age group. Parmar and Chauhan (2018) applied convenience of
non-probability method in determining their respondents and used 20 factors to
determine their online impulse buying. Thus, Nartera et. al. (2019) applied
probability sampling and Legaspi et. al. (2016) applied convenient sampling to
their millennials respondents to determine the factors that affect their buying
behavior and the relationship of the factors of online shopping. Contrarily, the
present study did not tackle the online buying behavior of the respondents in
purchasing mobile phones. Also, the present study only applied simple random
sampling in choosing the respondents from rural and urban areas regardless of
their age group.
Moreover, the study conducted by Hasan (2015) and Braza et. al. (2022),
respectively, were found to be similar in the present study provided that they both
used the advertisement factor to identify the consumer buying behavior. Unlike
Hasan (2015) study that undertaken qualitative and quantitative approach, the
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present study employed qualitative approach. The previous studies respondents
were from rural community that purchase various products regardless of its
nature while the respondents of the present study came from rural and urban
communities who bought mobile phones.

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CHAPTER III
METHODOLOGY
Research Design
The study employed descriptive research design in analyzing the buying
behavior of rural and urban consumers in Batangas City. Descriptive research is
known to be a quantitative research method that attempts to collect quantifiable
information for statistical analysis of the population sample.
To support the above-mentioned concept, McCombes (2022) stated that
this type of research descriptive research is an appropriate choice when the
research aim is to identify characteristics, frequencies, trends, and categories. It
describes the characteristics of the population or phenomenon studied and
focuses more on the what rather than the why of the research subject. Hence,
utilizing survey questionnaire aid the objectives of descriptive research by
gauging the study’s subject matter.
Respondents of the Study
This study involved two (2) groups of individuals designated to become
respondents. Because of their involvement in this study, the researcher was able
to compare and contrast their respective viewpoints pertaining to their behaviors
as consumers and produced factual basis to support the study’s claim.
Particularly, the respondents of the study were the residents of Poblacion
24 who represented the urban area and residents of Barangay San Jose Sico
who represented the rural area. As per City Disaster Risk Reduction
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Management Office (CDRRMO) Contingency Plan 2020, these two barangays
have the highest population amongst the barangays under solid east of Batangas
City. Since they were the two most populated barangays with higher rate of
potential mobile phone consumers, they were chose as the respondents of the
study. Furthermore, the CDRRMO is the branch of LGU of Batangas City that has
the authority to conduct census and survey within the inhabitants of the city as an
input to the data of the city.
Sampling Procedure
Using the Raosoft sample size calculator at ninety–five (95) percent level
of confidence and five (5) percent margins of error, it resulted to three hundred
sixty-seven (367) respondents wherein one hundred seventy-seven (177) from
Poblacion 24 and one hundred ninety (190) from Barangay San Jose Sico. During
the distribution of survey questionnaire, the researchers utilized simple random
sampling.
Data Gathering Instrument
The study utilized primary data. Primary data were gathered through the
utilization of survey questionnaires. The survey was very helpful in gathering the
precise data that the current researcher needs to produce the best results in
relation to the problems at hand.
In relation to the items included in the survey questionnaire, the
researchers crafted a researchers’ made questionnaire. The indicators and items
in the said instrument were sourced from relevant journals and researches. The
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questionnaire covered two parts. Part I dealt with the demographic profile of the
respondents with regard to their age, educational attainment, occupation,
income, and place of residency. On the other hand, Part II covered the factors
influencing the buying behaviour of the rural and urban consumers when
compared in terms of brand, feature, user-friendly, quality, and price.
The questionnaire was validated initially by the adviser to identify and
oversee the lucidity and rationality, appropriateness, and its relevance to the
current problem. Then, it was also reviewed by an expert from the field. After
coming up with the improved survey questionnaire, it was sent to the panel
members for the validation of the said instrument. Several modifications were
made and all inputs of the experts were put into consideration. By the time the
questions were polished, the researchers endorsed it to the panel members in
order to certify the correctness of the set of questions in this instrument.
Prior to actual administration of the survey instrument to the intended
respondents, a validation or dry run was undertaken to ensure its accuracy and
reliability. Validation of the questionnaire was undertaken for two (2) days in the
municipality of Ibaan, Batangas. Thirty (30) respondents were given survey
questionnaire to test its reliability. Subsequently, upon completing the dry-run,
the researchers tabulated the results and consulted their adviser and statistician
to test the reliability of the questionnaire. The statistician then considered their
instrument as valid and reliable. This result led the researchers to proceed to the
actual survey.
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A written permit letter was first forwarded to the Barangay Captains of the
two (2) barangays requesting their assistance for the conduct of the study. Upon
approval of the request, the researchers distributed the questionnaires to the
target respondents. Before proceeding with the actual survey, the respondents
were selected randomly based on the given list. Those identified respondents
who refused to answer the questionnaire was replaced and substituted by
another name randomly picked from the list. The researchers personally
administered the survey questionnaire to the respondents to explain thoroughly
each set of questions. By doing so, the researchers made sure that questions
were not skipped and they acquired in-depth information and feedbacks from the
respondents. The survey questionnaire was also retrieved on the same day it
was distributed to the respondents.
A four-point Likert frame scale was used to score responses to the
questionnaire items. The score of each item was given a corresponding weight
value, with 1 as the lowest and 4 as the highest. Descriptive verbal descriptions
were provided for the interpretation of the results. The scale continuum used was
as follows:
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Table 1
Scoring of Responses and Interpretation
Rating Mean Score Verbal Interpretation
4 3.50 -4.00 Strongly Agree
3 2.50 – 3.49 Agree
2 1.50 – 2.49 Disagree
1 1.00 – 1.49 Strongly Disagree
Data Gathering Procedure
The researchers formulated the survey questionnaire based from the
literatures they read and studied. After it was validated, they wrote a request
letter to the Barangay Captains of the two (2) barangays requesting their
assistance for the conduct of the study.
During the distribution of questionnaire, a letter of request to the
respondents for them to answer the given questions was enclosed in the said
instrument. The researchers personally distributed the questionnaire and they
first introduce their selves and the goal of the study was initially explained to the
respondents. The confidentiality of their responses and identities were assured
by the researchers and their responses were assured of secrecy. Provided that
the questionnaire was personally administered by the researchers, those
unfamiliar terms were explained to the respondents and all their clarifications was
addressed outright.
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It was noted that one hundred percent (100%) of the total survey
questionnaires were retrieved. Data were tabulated, interpreted and analyzed by
the researchers in a coding sheet made ready for computation. After the answers
were tallied and tabulated, it was submitted to the statistician. The statistical
results for Cronbach alpha was noted to be at ______.
Statistical Treatment of Data
In particular, the following statistical tools were used in data analysis
Frequency and percentage. This tool was used to organize and present
the frequency counts of the respondents’ profile.
Weighted mean. This was used in determining the typicality of the
responses in assessing and describing the factors influencing the consumer
buying behavior in terms of brand, features, user-friendly, quality, price,
advertisement and after sales service.
Analysis of Variance (ANOVA). It was used to determine the impact of
the respondent's profile on the differences between factors influencing
purchasing behavior
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CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
1. Profile of the respondents
1.1. Age;
Age was used the first indicator/profile in the present study. This helped the
researchers to find out who among these respondents frequently buy/purchase
goods and services.
The age profile of the respondents can be gleaned from the data
presentation in Table 2.
Table 2
Frequency Distribution of the Respondents in terms of Age
Age Frequency Percentage
18 years old and below 33 9.00
19 – 30 114 31.1
31 – 40 110 30.0
41 – 50 68 18.5
51 and above 42 11.4
Total 367 100.00
Result showed that, from 367 respondents of the study, those who were in
the age bracket of 19 – 30 years old comprised the highest frequency count of
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one hundred fourteen (114) or 31.1 percent; those who were in the age bracket
31 – 40 years old comprised the second highest frequency count of one hundred
ten (110) equivalent to 30.0 percent; the respondents who were in the age
bracket of 41 – 50 years old got the third highest frequency count of sixty eight
(68) equivalent to 18.5 percent; then those respondents who were in the age
bracket of 51 years old and above got the frequency count of forty two (42)
equivalent to 11.4 percent while those who were in the age bracket of 18 years
old and below got the lowest frequency count of thirty three (33) equivalent to 9
percent.
It was found out that 31.1 percent of the respondents frequently buy or
purchase goods and services. Perhaps, this age group of respondents were
conscious enough to assess and analyze the product quality, product brand,
features and the prices of it. The respondents may realize also that as they get
older, they need to think of a more quality products when buying at the stores so
that it can lead to a better personal satisfaction.
McFee (2021) mentioned that consumer buying behavior is concerned with
how individuals whether young or adult make purchases and support brands.
Consumers defines what channels they will go through to make a buying
decision. Producers of a particular products need to know first what consumers
want, when they want it and where they can find the products. Every age
segmentation has their own decision and buying preferences that is why the
company should understand the needs of their consumers to be able to provide

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products and services that are more in line with what those consumers want.
This can lead to increased sales and brand loyalty from loyal customers.
Understanding how consumers behave can help businesses better predict trends
in the market, allowing them to make better-informed decisions in buying
products.
1.2. Gender;
Gender was used the second indicator/profile in the present study. This
helped the researchers to find out who between male or female respondents
possessed conscious effort in buying goods and services.
The gender profile of the respondents can be gleaned from the data
Table 3
Frequency Distribution of the Respondents in terms of Gender
Gender Frequency Percentage
Male 164 44.7
Female 202 55.0
Others 1 0.3
Total 367 100.00
Result showed that, from 367 respondents of the study, female respondents
comprised the highest frequency count of two hundred two (202) equivalent to
55.0 percent; male respondents comprised the frequency count of one hundred
sixty-four (164) or 44.7 percent while others (e.g., LGBTQIA) comprised the
lowest frequency count of one (1) equivalent to 0.3 percent.
The result indicated that majority of the respondents were female. This
actually proves that female consumers were able to identify and possessed more
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conscious effort in choosing the better brand, textures and quality of a products.
They even have a tendency to negotiate/bargain with the product sellers
especially when needed.
According to the Mediterranean Journal of Sciences (2017), research
shows that customers have a range of underlying motivations triggering their
buying behaviors, but there are essentially two types of buying/shopping motives.
Men tend to follow a utilitarian, more logic-based approach which means you
need to tell them why they should buy products and why it makes sense for them
to purchase it. Women are mostly hedonic shoppers which means to reach and
engage women, you will have to create emotive shopping experiences that
resonate with them. A purely functional approach can fall flat pretty quickly.
Women want to know more about you, your brand, the lifestyle you sell and how
your products are going to make them feel. They also discovered that women
visited more websites and contrasted different options more thoroughly than
men. They also found out while female respondents were more likely to find
online sales and discounts, the purchasing process of their male counterparts
was more efficient and quicker. Women enjoy browsing and looking through
products. Offer them a user-friendly interface that supports these activities and
include social shopping functionalities, high-quality visuals and customer reviews.
1.3. Educational attainment;
Educational attainment was used as an indicator/profile in the present
study. This indicator helped the researchers to find out how it bears significant
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effects to the buying behaviors of the consumers and be able to come with wise
decision in choosing products and services in the market.
The educational attainment profile of the respondents can be gleaned from
the data presentation in Table 4.
Table 4
Frequency Distribution of the Respondents in terms
of Educational Attainment
Educational Attainment Frequency Percentage
Elementary graduate 25 6.8
High School graduate 113 30.8
College undergraduate 99 27.0
College graduate 119 32.4
Post - graduate 11 3.0
Total 367 100.00
Result showed that, from 367 respondents of the study, it can be noticed
that college graduates comprised the highest frequency count of one hundred
nineteen (119) which was equivalent to 32.4 percent; followed by high school
graduates with frequency count of one hundred thirteen (113) or 30.8 percent;
then college undergraduates which comprised the frequency count of ninety-nine
(99) or 27.0 percent; twenty five (25) of them were elementary graduates which is
equivalent to 6.8 percent and lastly, those who attained post graduate studies
has a frequency count of eleven (11) equivalent to 3.0 percent.
Results implied that most of the respondents attained college degree. This
was due to the fact that this group of people basically behaved in buying goods
and services. They do have sufficient literacy and strategies about how they are
going to buy things for themselves. The researchers can describe them as keen
observant who knows about the appropriate brand and quality of a particular
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products they need. This is also an indication that these respondents were able
to generate ideas and wise decision – making strategies.
Schinaider et. al. (2016), highlights that in the consumer market, there are
five stages of buying decision of the different groups of people wherein they must
have (1) recognition of need, (2) search for information, (3) evaluation of
alternatives, (4) choice (purchase) and (5) post-purchase analysis. The steps in
the purchase decision making process are essential to those persons who are
articulate regarding with the choice of a product or service. Recognizing the need
to buy a product, automatically the consumer seeks information about the
product, evaluates the best alternatives of purchase (price, quality, availability of
the product), choose the product that attracts their attention and then, after trying
the product, analyze whether their initial need was satisfied.
1.4. Status of employment;
The fourth indicator/profile being used in the present study is the
employment. This indicator helped the researchers to determine how
employment status greatly affects the buying behavior of the consumers.
The status of employment profile of the respondents can be gleaned from
the data presentation in Table 5.
Table 5
Frequency Distribution of the Respondents in terms of
Status of Employment
Status of Employment Frequency Percentage
Regular 142 38.7
Temporary 92 25.1
Part – time 105 28.6
Job order 28 7.6
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Total 367 100.00
Out of three hundred sixty seven (367) respondents, majority of them have
a regular employment whether in a public or in a private offices which comprised
the highest frequency count of one hundred forty two (142) equivalent to 38.7
percent; followed by those respondents who have part – time job which
comprised the frequency count of one hundred five (105) equivalent to 28.6
percent, then those who are in the temporary employment status got the
frequency count of ninety two (92) or 25.1 percent. However, those who are in
the job order status got the lowest frequency count of twenty-eight (28)
equivalent to 7.6 percent.
The results implies that the respondents who holds regular job position has
the bigger chances to buy more goods and services. This may be due to the fact
that since they already know where they were going to get their income, they
were confident enough to buy all the things that they want. Aside from that, they
have a wider opportunity to choose on the available products and services in the
market.
According to Andrews (2019), when an employed consumers buy products,
they make choices that favor some brands over the others. Learning why they
make those choices is something professionals can find out by studying
consumer behavior. Studying and understanding consumer behavior can help
businesses appeal to a broader range of consumers while maintaining their
existing consumer base. Impulsive buyers bring up a concept called level of

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involvement – that is, how personally important or interested a person in
consuming a product. Moreover, occupation or profession of a person influences
his buying behavior. The life styles and buying considerations and decisions
differ widely according to the nature of the occupation.
1.5. Income;
The fifth indicator/profile used was the income. This indicator helped the
researchers to determine how do the respondents used their income in
purchasing goods and services and at the same time considering it for choosing
the products with optimum quality and other related characteristics.
The income profile of the respondents can be gleaned from the data
Table 6
Frequency Distribution of the Respondents in terms of Income
Income Frequency Percentage
5,000.00 and below 129 35.1
6,000.00 – 10,000.00 107 29.2
11,000.00 – 20,000.00 99 27.0
21,000.00 – 30,000.00 26 7.1
31,000.00 – 40,000.00 3 0.8
41,000.00 – 50,000.00 1 0.3
50,000.00 and above 2 0.5
Total 367 100.00
Result showed that, from 367 respondents of the study, those with income
amounting to 5,000.00 and below comprised the highest frequency count of one
hundred twenty nine (129) or 35.1 percent; those who respondents with income
amounting to 6,000.00 – 10,000.00 comprised the second highest frequency
count of one hundred seven (107) equivalent to 29.2 percent; the respondents
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who has income amounting to 11,000.00 – 20,000.00 got the third highest
frequency count of ninety-nine (99) equivalent to 27.0 percent; then those
respondents who has an income amounting to 21,000.00 – 30,000.00 got the
frequency count of twenty six (26) equivalent to 7.1; those respondents who has
an income amounting 31,000.00 – 40,000.00 got the frequency count of three (3)
equivalent to 0.8 percent; those respondent with the income amounting to
50,000.00 and above got the frequency count of two (2) equivalent to 0.5 percent
while those who has an income amounting to 41,000.00 – 50,000.00 got the
lowest frequency count of one (1) equivalent to 0.3 percent.
The result shows that the majority of the respondents do have their income
amounting to 5,000.00 and below which entails that even though they have
smaller amount of income, they still choose to purchase or buy goods and
services without compromising the quality and prices. It can be concluded also
that these people may have limited decision-making ability due to minimum
amount of income.
Meanwhile, Ramya et. al. (2016) stated that income level of people is a
factor which can exert influence in shaping the consumption pattern. Income is
an important source of purchasing power. So, buying pattern of people differs
with different levels of income. Income has the ability to influence the buying
behavior of a person. Higher income gives higher purchasing power to
consumers. When a consumer has a high disposable income, it gives more
opportunity for the consumer to spend on luxurious products. Whereas low-

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income or middle-income group consumers spend most of their income on basic
needs such as groceries and clothes. On the other way, also influences the
buying behavior of the person. The surplus personal income, remaining after the
expenditure on the basic needs of the person, is made available for buying
shopping goods, durables and luxuries.
1.6. Residency;
Residency was the last indicator/profile used in the present study. This
indicator helped the researchers to determine how residency affects the
consumer buying behavior.
The residency profile of the respondents can be gleaned from the data
Table 7
Frequency Distribution of the Respondents in terms of Residency
Income Frequency Percentage
Urban 177 48.2
Rural 189 51.5
Others (3.00) 1 0.3
Total 367 100.00
Result showed that, from 367 respondents of the study, it can be noticed
that the respondents who resides in rural areas got the highest frequency count
of one hundred eighty-nine (189) equivalent to 51.5 percent; those who resides in
urban areas got the frequency count of one hundred seventy-seven (177) which
was equivalent to 48.2 percent while others got the lowest frequency count of
one (1) equivalent to 0.3 percent.

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The results shows that majority of the respondents were residing at the rural
area of Batangas City. This may due to the fact that these consumers still
preferred to buy goods and services where distance from the business districts
were not an issue. They still consider to go to the malls for them to select the
best products and services with high quality yet affordable that they need for
themselves.
Niraj et. al. (2012) stated social contagion effects due to geographical
proximity refer to the social effects wherein the behavior of an individual varies
with the behavior of other individuals who are geographically close. There has
been no systematic examination of the influence of geographic proximity on other
aspects of consumers’ product buying process such as what to buy (i.e., brand
choice), how to buy (i.e., the channel), and where to buy (i.e., retailers). Neeley
(2013) said little is known about rural consumers whether satisfaction will local
retailing affects rural consumers’ shopping preferences, or whether shopping
outside the rural community is related to other shopping activity. Residents of
urban settlements have greater accessibility to, and a wider selection of product
retailing.
2. Factors influencing buying behaviour of rural and urban consumers
2.1. Brand;
Brand is known as direct consequence of the strategy of market
segmentation and product differentiation and means more than just giving name
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and signaling to the outside world that such a product or service has been
stamped with the mark and imprint of an organization.
The assessment on the factors influencing buying behavior in terms of
brand can be gleaned in Table 8.
Table 8
Comparative assessment on the factors influencing buying behavior of the
respondents in terms of Brand
Urban Rural
Items
WM* VI** WM* VI**
1. I only buy branded mobile phones
3.1356 Agree 3.1958 Agree
because I feel assured of its quality.
2. I use social networking sites to spot the
latest brand for the mobile phone that I 3.0056 Agree 3.1534 Agree
will buy.
3. I only buy mobile phones that suit my
personality.
4. I choose the brand of mobile phone
based on its manufacturer.
5. I choose the brand of mobile based on its
durability regardless of the price.
6. I take into consideration my society’s
beliefs (using branded mobile phones).
7. I am brand loyal. 2.8870 Agree 3.0794 Agree
COMPOSITE MEAN 2.9847 Agree 3.1572 Agree
*WM – Weighted Mean; **VI – Verbal Interpretation
Table 8 shows the comparative assessment on the factors influencing the
buying behavior between urban and rural residents in buying mobile phones.
Both urban and rural residents agreed that the brand was being considered as
one of the factors influencing their buying behavior which led to a composite
mean of 2.9847 and 3.1572, respectively. To be more specific, urban residents
agreed that they only buy branded mobile phones because they feel assured of
its quality which basically got the highest weighted mean of 3.1356; they also
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agreed that they choose the brand of mobile phone based on its durability
regardless of its price that is why it led to a second highest weighted mean of
3.0339; they also agreed that they choose the brand of mobile phone based on
its manufacturer that is why it led to a third highest weighted mean of 3.0113.
The respondents agreed also to buy mobile phones that suits their personality
however, it led to a lowest weighted mean of 2.8814. On the other hand, rural
residents agreed that they choose the brand of mobile phone based on its
durability regardless of the price which is why it led to a highest weighted mean
of 3.222; they also agreed that they only buy branded mobile phones because
they feel assured of its quality which is why it led to a second highest weighted
mean of 3.1958; they also agreed that they choose the brand of mobile phone
based on its manufacturer which is why it led to a third highest weighted mean of
3.1799. The respondents agreed also that they brand loyal however, it led to a
lowest weighted mean of 3.0794.
Based on the results, the urban residents buy mobile phone having its
assurance of quality while rural residents choose the brand of mobile phone
based on its durability regardless of the existing price. These results may due to
the fact that both consumers think first of the importance of choosing the best
mobile phone brand – which actually lead to excellent satisfaction. Maybe, they
want to make sure that the money being spent will not be turned into waste. The
researchers may conclude that these people weigh in options in buying mobile
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phone. It can be their reasons why they are satisfied with the mobile phone they
bought.
Treacy (2018) mentioned that people make many decisions in their life,
most of which may be made without much explicit deliberation. Mobile phone
buying is normal behavior in our life, but which factors affect the purchase
decision is still not clear. Yale University researchers have conducted a study
that found brand is more important to the quality of a smartphone’s life than
physical attributes. When thinking of the characteristics behind a mobile phone’s
life, ability to repair, memory size, quality of materials and other physical
characteristics come to mind. However, researchers have realized that is not the
case – the study determined that brand of smartphone is the main indicator of a
mobile phone’s life. Brands can empower customers by putting them in the
driver’s seat of communication. Cassavoy (2012) on the other hand, found that
the satisfaction felt after the first trial of a brand directed customers to prefer the
same brand in their decisions to repurchase it. That is, if consumers feel satisfied
with the first experience of buying, they will possibly decide to buy the same
brand of smartphone or series of products of the same brand in the future. Brand
trust is also important for satisfaction. As different consumers prefer different
brands, it is of interest to explore what factors other than brand may affect them
in making opposite decisions regarding smartphone purchases. Consumer can
exhibit continuance commitment in the absence of alternatives or in the case of
finding that one brand is cheaper.

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2.2. Features;
It is defined as the set of human characteristics associated with a brand
having five dimensions such as sincerity, excitement, competence, sophistication
and ruggedness.
features can be gleaned in Table 9.
Table 9
respondents in terms of Features
Urban Rural
Items
WM* VI** WM* VI**
1. I get to buy a different brand of mobile
phone when I see that it has better
features compared to the one, I used to
buy.
2. I tend to buy mobile phones that has
many applications that can be 3.0056 Agree 3.1905 Agree
downloaded.
3. When I am not satisfied with the features
of the mobile phone, I change it without 2.7175 Agree 2.6825 Agree
consideration of the price.
4. I buy on the “spur of the moment”
whenever I have seen features on a 2.7288 Agree 3.0212 Agree
mobile phone I want.
5. I tend to buy a mobile phone based on its
features advertised online.
6. I do repeat purchases for mobile phones
that carry all the features I am looking for.
7. I got totally influenced by my friends.
They recommended me to try the mobile
phone even without experiencing its
functions first.
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Both urban and rural residents agreed that the feature was being considered as
agreed that they tend to buy mobile phones that has many applications that can
be downloaded which basically got the highest weighted mean of 3.0056; they
also agreed that they do repeat purchases for mobile phones that carry all the
features that they are looking for which is why it led to a second highest weighted
mean of 2.8418; they also agreed that they get to buy different brand of mobile
phone when they see it having a better features compared to the one they used
to buy that is why it led to a third highest weighted mean of 2.8136. The
respondents agreed also that they got totally influenced by their friend and they
were recommended to try the mobile phone even without experiencing its
functions first however, it led to a lowest weighted mean of 2.7119. On the other
hand, rural residents agreed that they tend to buy mobile phones that has many
applications that can be downloaded that is why it led to a highest weighted
mean of 3.1905; they also agreed that they got to buy a different brand of mobile
phone when they see it having a better features compared to the one they used
to buy that is why it led to a second highest weighted mean of 3.1270; they also
agreed that they do repeat purchases for mobile phones that carry all the
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features that they are looking for which is why it led to a third highest weighted
mean of 3.0635. The respondents agreed also that they buy on the “spur of the
moment” whenever they have seen features on a mobile phone they want
however, it led to a lowest weighted mean of 3.0212.
Based on the results, both urban and rural residents tend to buy mobile
phones that has many downloadable applications. Now that different brands of
mobile phone exist in the local and international market, all of the mobile phone
producers will compete with each other through offering their products having a
huge number of applications. With these contents, the people will try to choose
mobile phone with many features so that they can connect to the world.
On the article posted by Quilliam (2022), there are now billions of active
smartphone users around the world and the benefits of making your brand
mobile-friendly are becoming increasingly clear. Specifically, why are mobile
apps beneficial. Remember, mobile apps are not only used on smartphones but
on tablets, too. Which means you have billions of users and devices you can use
to build your brand. Mobile apps provide constant exposure to your brand. This is
because your logo is visible on the phone’s home screen, whereas a bookmark
in a user’s browser is very easy to miss or ignore. Apps live on your user’s home
screens, accessible by a single tap. Additionally, information can be stored in the
app, meaning it can be loaded even without internet access. Developing a mobile
application allows you to be able to send push notifications to your users. Push
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notification are less intrusive or annoying as emails or texts, but still, have
excellent open and engagement rates.
2.3. User-friendly;
User friendly was another factor that influence the consumer buying
behaviour. This helped the researchers to see if the product they have selected
were easy to use.
The assessment on the factors influencing buying behavior in terms of user-
friendly can be gleaned in Table 10.
Table 10
respondents in terms of User-friendly
Urban Rural
Items
WM* VI** WM* VI**
1. I only buy mobile phones that are easy to
use regardless of the price.
2. I purchase mobile phones that offer
simple and clear features.
3. I buy expensive mobile phones because
it has best hardware and user-friendly 2.7910 Agree 3.0106 Agree
which are very useful in everyday use.
4. I buy my gadgets/mobile phones
because of its functionality and the 3.1469 Agree 3.1905 Agree
processing ability.
5. I just want to be satisfied with the mobile
phone I buy and have a big selection of it 3.0904 Agree 3.2063 Agree
being user-friendly.
6. I buy mobile phones that are repeatedly
purchased because it is easy to use.
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Both urban and rural residents agreed that user-friendly was being considered as
agreed that they buy their gadgets/mobile phones because of its functionality and
the processing ability which basically got the highest weighted mean of 3.1469;
they also agreed that they purchased mobile phones that offer simple and clear
features and they just want to be satisfied with the mobile phone they bought
having a big selection of it being user-friendly which is why it both led to a second
highest weighted mean of 3.0904. The respondents agreed also that they buy
expensive mobile phones because it has best hardware and user-friendly which
are very useful in everyday use however, it led to a lowest weighted mean of
2.7910. On the other hand, rural residents agreed that they purchase mobile
phones that offer simple and clear features which is why it led to a highest
weighted mean of 3.222; they also agreed that they want to be satisfied with the
mobile phone they bought having a big selection of being user-friendly which is
why it led to a second highest weighted mean of 3.2063; they also agreed that
they bought their gadgets/mobile phones because of its functionality and the
processing ability which is why it led to a third highest weighted mean of 3.1905.
The respondents agreed also that they bought expensive mobile phones
because it has the best hardware and user-friendly which are very useful in
everyday use however, it led to a lowest weighted mean of 3.0106.

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Based on the results, the urban residents use to buy gadgets/mobile
phones considering its functionality and processing ability while rural residents
preferred to purchase mobile phones that offer simple and clear features. These
results of this assessment can be concluded that the respondents always make a
wise decision to by mobile phones considering its usefulness. It is really
important that when we buy gadgets, we have to look for its capability to use its
features easily so that the transactions such as mobile banking payment or any
related activities could be done immediately without hassle and technical
problems.
Provazza (2021) stated that many consumers use their smartphones to
engage with friends, family and brands on social media. Social media platforms
such as Facebook, Instagram, Twitter and LinkedIn all have mobile apps that a
user can download from their phone’s app’s store. These apps make it possible
for smartphone users to post personal updates and photos while on the go. As
smartphones added more advanced productivity features, security techniques
and integrations with IT management tools, they began gaining popularity in the
enterprise. One of the most important elements of a smartphone is its connection
to an app store. An app store is centralized portal where users can search for
and download software applications to run on their phones. A typical app store
offers thousands of Mobile apps for productivity, gaming, word processing, note-
taking, organization, social media and more.
2.4. Quality;
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Product quality means to incorporate features that have a capacity to meet
consumer needs (wants) and gives customer satisfaction by improving products
(goods) and making them free from any deficiencies or defects.
quality can be gleaned in Table 11.
Table 11
respondents in terms of Quality
Urban Rural
Items
WM* VI** WM* VI**
1. I buy mobile phone that I can afford
regardless of their durability.
2. I buy the mobile phone passed on the
overall quality of the service provided by 3.1017 Agree 3.1693 Agree
the store.
3. I buy the mobile phone based on the
reviews of other consumers.
recommendation of family and/or friends 2.9209 Agree 3.1005 Agree
without assurance of its quality.
5. I do repeat purchases of the same mobile
phone and brand because of its tested 3.0452 Agree 3.1270 Agree
quality.
word-of-mouth and testimonies on its 2.8588 Agree 3.0317 Agree
quality.
7. I buy the mobile phone based on its
perceived quality as shown by its service 2.9944 Agree 3.0794 Agree
features.
8. I consider quality as more important to
me than the price of the mobile phone.
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Both urban and rural residents agreed that the quality was being considered as
agreed that they bought mobile phones that passed on the overall quality of the
service provided by the store which basically got the highest weighted mean of
3.1017; they also agreed that they bought mobile phones that they can afford
regardless of their durability which is why it led to a second highest weighted
mean of 3.0847; they also agreed that they do repeat purchases of the same
mobile phone and brand because of its tested quality that is why it led to a third
highest weighted mean of 3.0452. The respondents agreed also that they bought
mobile phone based on the word-of-mouth and testimonies on its quality
however, it led to a lowest weighted mean of 2.8588. On the other hand, rural
residents agreed that they bought mobile phone which passed the overall quality
of the service provided by the store which is why it led to a highest weighted
mean of 3.1693; they also agreed that they buy mobile phone that they can
afford regardless of their durability which is why it led to a second highest
weighted mean of 3.1376; they also agreed that they consider quality as more
important to them than the price of the mobile phone which is why it led to a third
highest weighted mean of 3.1323. The respondents agreed also that they bought
the mobile phone based in the word-of-mouth and testimonies on its quality
however, it led to a lowest weighted mean of 3.0317.

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Based on the results, both urban and rural residents buy mobile phone that
passed on the overall quality of the service provided by the store. These results
may due to the fact that when deciding to buy gadgets/phone, we as the
customers must ask the sellers about the quality control process being done
during the creation of the mobile phone so that the customers will be aware of
how it will function. Quality control can be used to gain new customers from
referrals.
An increase in using mobile phones and the availability of many phone
brands induced the customers to consider various preferences in purchasing
decisions. Perceived quality is the assessment of a market of their recent
consumption experiences. Perceived quality is simply a customer’s overall
evaluation of a standard method of receiving customer services (Hellier et. al.,
2013). This construct assesses the customization and reliability of a particular
product or service. Customization refers to how well a product or service meets a
customer’s need. In contrast, reliability refers to how well a company’s offering is
dependable, standardized, and free of flaws. They argued that cellular brands
offering high quality with reasonable prices attract and create a customer. It
indicated that smartphone purchase intention significantly depends on perceived
usefulness, ease of use, and perceived enjoyment. Also, they identified product
quality as the cause of switching cellular brands, and identified perceived quality
of smartphones affects brand preference.
2.5. Price;
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It is defined as the value that is put to a product or service and is the result
of a complex set of calculations, research and understanding and risk-taking
ability.
The assessment on the factors influencing buying behavior in terms of price
can be gleaned in Table 12.
Table 12
respondents in terms of Price
Urban Rural
Items
WM* VI** WM* VI**
1. I consider the price of the mobile phone
before purchasing.
2. I am very conscious of “value of money”,
and may not always go for cheap mobile 3.1525 Agree 3.1799 Agree
phone or premium or image products.
3. The price of mobile phone has a
significant impact on the quantity and 3.1186 Agree 3.1852 Agree
quality of my purchase.
4. I am more conscious of the amount I
spend when buying outside my basic 3.0734 Agree 3.2011 Agree
needs.
5. I only buy branded mobile phones that
are at discount.
Both urban and rural residents agreed that the price was being considered as
agreed that they consider the price of the mobile phone before purchasing which
basically got the highest weighted mean of 3.2260; they also agreed that they are
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very conscious of value of money and may not always go for cheap mobile
phone or premium or image products which is why it led to a second highest
weighted mean of 3.1525; they also agreed that the price of mobile phone has a
significant impact on the quantity and quality of my purchase that is why it led to
a third highest weighted mean of 3.1186. The respondents agreed also that they
only buy branded mobile phones that are at discount however, it led to a lowest
weighted mean of 3.0282. On the other hand, rural residents agreed that they
consider the price of the mobile phone before purchasing which is why it led to a
highest weighted mean of 3.2434; they also agreed that they are conscious on
the amount they spent when buying outside their basic needs which is why it led
to a second highest weighted mean of 3.2011; they also agreed that they only
buy branded mobile phones that are at discount that is why it led to a third
highest weighted mean of 3.1852. The respondents agreed also that they are
very conscious of value of money and may not always go for cheap mobile
phone or premium or image products however, it led to a lowest weighted mean
of 3.1799.
Based on the results, both urban and rural residents consider the price of
the mobile phone before purchasing it. These results may due to the fact that
when deciding to buy gadgets/phone, the affordability of the gadget/phone must
also be considered as a factor to make sure that their money will not turn into
waste. Majority of the respondents want to own a single unit of phone because
their money was insufficient to purchase another one. According to them, as long
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as the mobile phone brand has applications that can be used in communications
and other related activity, they will purchase it.
Relatedly, when discussing the combined effect of product pricing and
packaging relationships on consumer buying behavior, pricing alone plays a
more critical role than packaging, which has a partial role in buying behavior
(Jabarzare and Rasti-Barzoki, 2020). Thus, using this analogy, products can be
sold, surprisingly, at a much higher volume. One can increase the prices of the
product if the competitor products are scarce in the market or if the
manufacturers are low in number. This behavior may not affect the number of
sales or the attitude of the consumer toward buying. If the product is already in
abundance in the market, then pricing will definitely play an important role
because the increase in price will discourage customers from buying it. Similarly,
if prices are lowered under such market conditions, then consumers will increase
the amount that they purchase significantly. Even though product pricing has
greater influence that product packaging on the buying decision process of a
buyer, high prices in a highly competitive market can lose customers
permanently due to the effect of increased pricing. While talking about the
packaging of a products, it should be kept in mind that packaging has a
significant relationship on consumers and their decision making about the
purchases.
2.6. Advertisement;
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This refers to the promotion of a product, brand, or service to customers in
order to pique their attention and increase sales and it usually comes in many
forms, like video, picture, and song.
advertisement can be gleaned in Table 13.
Table 13
respondents in terms of Advertisement
Urban Rural
Items
WM* VI** WM* VI**
1. I believe in the authenticity of the mobile
phone when known personalities endorse 2.9096 Agree 3.1005 Agree
them or advertise them.
2. I easily believe the ads on certain mobile
phones.
3. I base my purchasing decision on what is
often advertised.
4. I give due attention to the advertisements
before I buy the mobile phones.
5. I look for the advertisement before I buy
the mobile phones.
6. I regularly watch, read and/or listen to the
advertisement to make myself updated 2.9379 Agree 3.1587 Agree
about the brands of mobile phones.
7. I often get convicted about the claims
made by the companies in the 2.8757 Agree 3.1164 Agree
advertisements.
Both urban and rural residents agreed that advertisement was being considered
as one of the factors influencing their buying behavior which led to a composite
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agreed that they regularly watch, read and/or listen to the advertisement to make
themselves updates about the brand of mobile phones which basically got the
highest weighted mean of 2.9379; they also agreed that they give due attention
to the advertisements before they buy the mobile phones which is why it led to a
second highest weighted mean of 2.9266; they also agreed in the authenticity of
the mobile phone when known personalities endorsed the products that is why it
led to a third highest weighted mean of 2.9096. The respondents agreed also
that they easily believe the ads on certain mobile phones however, it led to a
lowest weighted mean of 2.7853. On the other hand, rural residents agreed that
they regularly watch, read and/or listen to the advertisement to may themselves
updated about the brand of mobile phone which is why it led to a highest
weighted mean of 3.1587; they also agreed that they gave due attention to the
advertisements before they buy the mobiles and the same time, they look for the
advertisement before they buy the mobile phones which is why both of it led to
the second highest weighted mean of 3.1481. The respondents agreed also that
they easily believed the ads on certain mobile phones however, it led to a lowest
weighted mean of 3.0476.
Based on the results, both urban and rural residents regularly watch and/or
listen to the advertisement to make themselves updates about the brands of
mobile phones. These results may due to the fact that when deciding to buy
gadgets/phone, it is suggested that the people must also rely on the

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advertisements, how the gadgets/phones were being advertised by the chosen
brand ambassador and what are the particular reviews posted towards the
phone/gadgets. It is really important that testimonials of the different
buyers/consumers can be used as a basis so that the next consumers will not
have a hard time to decide buying the products.
In a competitive market, it is important for advertising managers to grab
consumers’ attention through advertisement and sales promotions. The
consumer expectations of information from various media such as TV, radio,
newspapers, magazines and the Internet are entirely different. The
characteristics of different media and its immediate and long-term effects on
consumers are also varied. For instance, the Internet is more engaging medium
than print because of its various levelled structure. Compared to the reader of
newspapers and magazines, the Internet gives more control to users for
watching the content of their choice which technically influence their purchasing
behavior. It can be found that out that advertising satisfies three objectives: to
increase sales of the firms, to guarantee consumers a great deal of service and
finally to ensure the social and economic welfare of the society. Advertising can
be done through various media. Advertising has huge stimulating influence on
purchasing behavior of the consumers. Mostly, advertising is more effective on
products that have intrinsic qualities. Qualities are not known at the time of
purchase and it takes one to discover the qualities upon using the product. And,
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when there is a substantial chance of differentiating a product, it best suits to
advertise on that product (Ramzan Sama, 2019).
2.7. After-sales service;
It is a type of services that are provided to the customer after the products
have been delivered.
The assessment on the factors influencing buying behavior in terms of after-
sales services can be gleaned in Table 14.
Table 14
respondents in terms of After-sales services
Urban Rural
Items
WM* VI** WM* VI**
1. I am more to do repeat purchases when I
am satisfied with the company’s after- 3.1243 Agree 3.0794 Agree
sales services.
2. I feel secure and confident in mobile
phone purchase decisions through the 3.0452 Agree 3.1270 Agree
after-sales services afforded to me.
3. I stay loyal to the brand of mobile phone
when I am satisfied with its after-sales 3.0904 Agree 3.1217 Agree
service.
4. I believe that after-sales services have a
significant impact on brand credibility.
5. I tend to be loyal to the brand/store
because of its continuous interaction with
me throughout my post-purchase product
life cycle.
6. I always visit the store where staff are
approachable and accommodating.
Both urban and rural residents agreed that the after-sales services were being
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considered as one of the factors influencing their buying behavior which led to a
composite mean of 3.0782 and 3.1102, respectively. To be more specific, urban
residents agreed that they are more to do repeat purchases when they are
satisfied with the company’s after-sales services which basically got the highest
weighted mean of 3.1243; they also agreed that they tend to be loyal to the
brand/store because of its continuous interaction with them throughout their post-
purchase product life cycle which is why it led to a second highest weighted
mean of 3.1073; they also agreed that they stay loyal to the brand of mobile
phone when they are satisfied with its after-sales services that is why it led to a
third highest weighted mean of 3.0904. The respondents also agreed that after-
sales services have a significant impact on brand credibility however, it led to a
lowest weighted mean of 3.0395 only. On the other hand, rural residents agreed
that after-sales services have a significant impact on brand credibility which is
why it led to a highest weighted mean of 3.1376; they also agreed that they
always visit the store where staff are approachable and accommodating which is
why it led to a second highest weighted mean of 3.1323; they also agreed that
they feel secured and confident in mobile phone purchase decisions through the
after-sales services afforded to me which is why it led to a third highest weighted
mean of 3.1270. The respondents agreed also that tend to be loyal to the
brand/store because of its continuous interaction with them throughout their post-
purchase product life cycle however, it led to a lowest weighted mean of 3.0635.
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Based on the results, urban residents consider to do repeat purchases
when they are satisfied with the company’s after-sales services while rural
residents believed that after-sales services have a significant impact on brand
credibility. These results may due to the fact that when the company provide
after-sales services to their customers, it basically led to customer retention and
brand loyalty. After-sales services bear significant effect on the part of the
customers because for them, it can be used as a basis to repurchase the product
once again.
According to Zendesk (2017), customer experience matters - a company’s
relationship with their customers is not just providing exceptional customer
service. It’s learning what customers experience from the moment they begin
considering a purchase, and then working to make the journey towards buying a
product or service as simple, clear and efficient as possible. Customers can now
make educated choices between competing brands, as information is literally at
their fingertips. And, as a result, they have higher expectation of customers
experience and choose those brands that satisfy their needs. Though it may
seems that it is hard to compete with established brands and companies, you still
can develop a winning strategy that will help you not only to influence your
customers’ purchase decisions but also attract new clients and even brand
advocates.
3. Significant difference between factors of buying behaviour when profile
variables intervene
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Part of the objectives of the study is to assess the significant difference
between the factors of buying behaviour when grouped according to profile. The
significant differences were analyzed through the factors of buying behaviour in
terms of brand, features, user-friendly, quality, price, advertisement and after-
sales service to the profile of the respondents in terms of age, gender,
educational attainment, status of employment, income and residency. The
analysis of variance (ANOVA) was used to determine the differences between
the factors. The higher the F-value in an ANOVA, the greater the variation
between sample means relative to the variation within the samples. The
corresponding p-value is lower, the higher the F-value.
Table 15
Difference between factors of buying behavior when the profile in
terms of age intervene
Variable F-value p-value Decision on Ho Interpretation
Brand .201 .938 Failed to reject Ho Not Significant
Features .164 .956 Failed to reject Ho Not Significant
User-friendly .823 .511 Failed to reject Ho Not Significant
Quality 1.50 .202 Failed to reject Ho Not Significant
Price .440 .780 Failed to reject Ho Not Significant
Advertisement 1.698 .150 Failed to reject Ho Not Significant
After sales service 1.021 .396 Failed to reject Ho Not Significant
It shows in the table presented above that the factors of buying behavior
such as brand, features, user-friendly, quality, price, advertisement and after-
sales services with the p-values greater than .05 level of significance does not
bear any significant differences when grouped according to age.

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The result implies that regardless of how young or old a particular
consumer, there was no significant difference between the factors influencing
consumer buying behavior when grouped according to age.
However, Rani (2014) stated that age is considered to be one of the key
demographic factors that influence customer purchasing behavior. More so, age
is a significant factor for marketing strategy since age creates a critical difference
among consumer choices and consumers’ consumption habits and patterns.
Although age is considered to be one of the most significant factors of consumer
behavior, there are not too many scientific studies and articles that focus
exclusively on these socio-demographic characteristics.
Table 16
terms of gender intervene
Brand 2.119 .122 Failed to reject Ho Not Significant
Features 5.717 .004 Reject Ho Significant
User-friendly 2.229 .109 Failed to reject Ho Not Significant
Quality 5.364 .005 Reject Ho Significant
Price 5.397 .005 Reject Ho Significant
Advertisement 8.581 .000 Reject Ho Significant
After sales service 2.192 .113 Failed to reject Ho Not Significant
such as features, quality, price and advertisement with the p-values less than .05
level of significance bear significant differences when grouped according to
gender.
The result implies that male and female consumers have their different
selection and decision when it comes to product features, quality, price and
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advertisement. Researchers observed that female consumers were very
articulate when it comes to the features or how the product was being done,
perhaps they are also concerned with the quality of the products and even use
testimonials given by the product endorsers. It was also observed that most of
the female consumers were trying to look for alternative products having the
lowest cost.
Gender differences can affect consumer decision-making approaches and
the difficulty of decision-making. Gender differences also affect behaviors and
attitudes. There were also differences in the responses of male and females to
advertising in marketing (Haji and Stock, 2021). Males and females have
different paths in data processing and in evaluating their services. Female are
more likely than males to have negative evaluations of services, since female
consider more value for negative information. In addition to that, they discovered
that women visited more websites and contrasted different options more
thoroughly than men. They also found that while female respondents were more
likely to find online sales and discounts, the shopping process of their male
counterparts was more efficient and quicker.
Table 17
terms of educational attainment intervene
Brand 2.050 .087 Failed to reject Ho Not Significant
User-friendly 2.957 .020 Reject Ho Significant
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Advertisement 6.160 .000 Reject Ho Significant

After sales service .618 .650 Failed to reject Ho Not Significant
such as features, user-friendly, price and advertisement with the p-values less
than .05 level of significance bear significant differences when grouped according
to educational attainment.
The result implies that educational attainment bears significant differences
when it comes to the factor influencing the buying behavior in terms of features,
user-friendly, price and advertisement. This may due to the fact that a particular
consumer most especially if he or she has gained higher education and
awareness on the usefulness of the product together with its features, they tend
to become wiser in choosing their products. Aside from that, respondents make
sure that the money they are going to use in purchasing gadgets/phones will not
be turned into waste.
Kumar (2014) stated that education status is often included in defining the
social class and also an autonomous socio-economic variable impacting any
buying decisions. Educational qualification of consumers on information search in
terms of purchasing items has significant influences. Consumer education can
help develop critical thinking and raise awareness, thereby enabling consumers
to become more proactive. It is also an important vehicle for building the
confidence that consumers need to operate in increasingly complex markets.
Table 18
terms of status of employment intervene
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Features 2.242 .083 Failed to reject Ho Not Significant
Quality .763 .515 Failed to reject Ho Not Significant
Advertisement .917 .433 Failed to reject Ho Not Significant
such as brand, features, user-friendly, quality, price, advertisement and after-
sales services with the p-values greater than .05 level of significance does not
bear any significant differences when grouped according to status of
employment/occupation.
The result implies that occupation/status of employment bears no significant
differences when it comes to the factor influencing the buying behavior. This may
due to the fact that regardless of the occupation you have at present, as long as
you need the products for your own benefits and satisfaction, status of
employment will not matter anymore. It doesn’t necessarily mean that if you hold
a regular job, you are the only entitled to buy the expensive products.
However, Broader et. al. (2019) stated that if a person holds a high position
in his working organization, his buying behavior will be influenced largely b his
status. A person who is a Chief Executive Officer in a company will buy
according to his status while a staff or an employee of the same company will
have a different buying pattern.
Table 19
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terms of income intervene

User-friendly 5.650 .001 Reject Ho Significant
Advertisement 9.233 .270 Failed to reject Ho Not Significant
such as features, user-friendly and price with the p-values less than .05 level of
significance bear significant differences when grouped according to income.
The result implies that income bears significant differences when it comes
to the factor influencing the buying behavior in terms of features, user-friendly
and price. Researchers observed that most of the respondents who have higher
amount of income tend to buy gadgets/mobile phone that they think is fit to their
income level. It can give can higher purchasing power for them to buy additional
goods and services.
Haji (2020) mentioned that the income effect describes how a change in a
consumer’s purchasing power changes their demand for the products. Generally,
higher levels of purchasing power led to higher demand and more demand for
high quality goods. Increases in purchasing power can come from increased
income or from decreased price for goods.
Table 20
terms of residency intervene
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Features .956 .083 Failed to reject Ho Not Significant

Quality .202 .515 Failed to reject Ho Not Significant
Advertisement .150 .433 Failed to reject Ho Not Significant
such as features, user-friendly and price with the p-values less than .05 level of
significance bear significant differences when grouped according to income.
The result implies that regardless of where the respondents reside, there
was no significant difference between the factors influencing consumer buying
behavior when grouped according to residence.
However, Djeri et. al. (2012) stated that there are some researches on
customer behavior which is directed towards various areas and processes that
involve individuals or groups that choose, purchase or use products, services,
ideas or experiences in order to satisfy their own wishes and needs.
Geographical factors influence the behavior of potential consumers mainly with
respect to the aspect of place of residence on the purchase decision-making
process which involves five different phases: need awareness, search for
information, estimation of alternatives, decision about purchasing a product or
services, feedback after purchasing and discrimination coefficient. There is
significant difference in the consumer buying behavior of the people who live in
urban areas, rural areas and in the suburbs. The greater mobility of the urban
population has instigated the need for numerous and various services.
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4. What promotional strategies can be proposed to balance the buying behaviour
between rural and urban consumers?
CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
Summary
This study aimed to compare the consumer buying behavior of rural and
urban residents in Batangas City.

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Specifically, this sought answers to the following:
1. What is the profile of respondents in terms of:
1.1. age;
1.2. gender;
1.3. educational attainment
1.4. status of employment;
1.5. income;
1.6. residency (urban or rural)?
2. How may the factors influencing buying behaviour of rural and urban
consumers be compared in terms of:
2.1. Brand;
2.2. Features;
2.3. User-friendly;
2.4. Quality;
2.5. Price;
2.6. Advertisement, and
2.7. After-sales service?
3. Is there a significant difference between factors of buying behaviour when
profile variables intervene?
4. What promotional strategies can be proposed to balance the buying behaviour
between rural and urban consumers?
Hypothesis:
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The study tested the null hypothesis:
1. There is no significant difference between the factors influencing the buying
behaviour of rural and urban consumers when profile variables intervene.
This study utilized the descriptive – quantitative research design. A survey
questionnaire which underwent content validation was used as the data
gathering instrument. There were three hundred sixty-seven (367) respondents
wherein one hundred seventy-seven (177) from Poblacion 24 and one hundred
ninety (190) from Barangay San Jose Sico. The analysis of the data gathered was
done through the use of weighted mean, independent t-Test and analysis of
variance (ANOVA).
Findings
The study yielded the following:
1. Profile of the respondents
1.1. Age
Result showed that majority of the respondents are in the age bracket of 19-
30 years old having the frequency count of one hundred fourteen (114) or 31.1
percent of the population.
1.2. Gender
Result showed that majority of the respondents were female having the
frequency count of two hundred two (202) or 55.0 percent of the population.
1.3. Educational attainment

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Result showed that majority of the respondents were college graduates
having the frequency count of one hundred nineteen (119) or 32.4 percent of the
population.
1.4. Occupation/status of employment
Result showed that majority of the respondents have regular
occupation/status of employment having the frequency count of one hundred
forty-two (142) or 38.7 of the population.
1.5. Income
Result showed that one hundred twenty-nine (129) of the total respondents
have an income amounting to 5,000.00 and below. It represented 35.1 percent of
the population.
1.6. Residency
Result showed that majority of the respondents reside at the rural area
having the frequency count of one hundred eighty-nine (189) or 51.5 percent of
the population.
2. Comparison on the factors influencing buying behaviour of rural and
urban consumers
2.1. Brand
Both urban and rural residents agreed that the brand was being considered
mean of 2.9847 and 3.1572, respectively. On the part of the urban residents, the
three (3) statements garnering the highest weighted mean include: (1) I only buy
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branded mobile phones because I feel assured of its quality with the weighted
mean of 3.1356; (2) I choose the brand of mobile based on its durability
regardless of the price with the weighted mean of 3.0339; and (3) I choose the
brand of mobile phone based on its manufacturer with the weighted mean of
3.0113. On the part of the rural residents, the three (3) statements garnering the
highest weighted mean include: (1) I choose the brand of mobile based on its
durability regardless of the price with the weighted mean of 3.2222; (2) I only buy
branded mobile phones because I feel assured of its quality with the weighted
mean of 3.1958; and (3) I choose the brand of mobile phone based on its
manufacturer with the weighted mean 3.1799.
2.2. Features
Both urban and rural residents agreed that features were being considered
three (3) statements garnering the highest weighted mean include: (1) I tend to
buy mobile phones that has many applications that can be downloaded with the
weighted mean of 3.0056; (2) I do repeat purchases for mobile phones that carry
all the features I am looking for with the weighted mean of 2.8418; (3) I get to buy
a different brand of mobile phone when I see that it has better features compared
to the one I used to buy with the weighted mean of 2.8136. On the part of the
rural residents, the three (3) statements garnering the highest weighted mean
include: (1) I tend to buy mobile phones that has many applications that can be
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downloaded with the weighted mean of 3.1905; (2) I get to buy a different brand
of mobile phone when I see that it has better features compared to the one, I
used to buy with the weighted mean of 3.1270; and (3) I do repeat purchases for
mobile phones that carry all the features I am looking for with the weighted mean
of 3.0635.
2.3. User-friendly
Both urban and rural residents agreed that user-friendly was being
composite mean of 3.0141 and 3.1526, respectively. On the part of the urban
residents, the three (3) statements garnering the highest weighted mean include:
(1) I buy my gadgets/mobile phones because of its functionality and the
processing ability with the weighted mean of 3.1469; (2) I just want to be satisfied
with the mobile phone I buy and have a big selection of it being user-friendly with
the weighted mean of 3.0904; and (3) I purchase mobile phones that offer simple
and clear features with the weighted mean of 3.0904. On the part of the rural
(1) I purchase mobile phones that offer simple and clear features with the
weighted mean of 3.2222; (2) I just want to be satisfied with the mobile phone I
buy and have a big selection of it being user-friendly with the weighted mean of
3.2063; and (3) I buy my gadgets/mobile phones because of its functionality and
the processing ability with the weighted mean 3.1905.
2.4. Quality
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Both urban and rural residents agreed that quality was being considered as
three (3) statements garnering the highest weighted mean include: (1) I buy the
mobile phone passed on the overall quality of the service provided by the store
with the weighted mean of 3.1017; (2) I buy mobile phone that I can afford
regardless of their durability with the weighted mean of 3.0847; and (3) I do
repeat purchases of the same mobile phone and brand because of its tested
quality with the weighted mean of 3.0452. On the part of the rural residents, the
three (3) statements garnering the highest weighted mean include: (1) I buy the
mobile phone passed on the overall quality of the service provided by the store
with the weighted mean of 3.1693; (2) I buy mobile phone that I can afford
regardless of their durability with the weighted mean of 3.1376; and (3) I consider
quality as more important to me than the price of the mobile phone with the
weighted mean 3.1323.
2.5. Price
Both urban and rural residents agreed that price was being considered as
three (3) statements garnering the highest weighted mean include: (1) I consider
the price of the mobile phone before purchasing with the weighted mean of
3.2260; (2) I am very conscious of “value of money”, and may not always go for
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cheap mobile phone or premium or image products with the weighted mean of
3.1525; and (3) The price of mobile phone has a significant impact on the
quantity and quality of my purchase with the weighted mean of 3.1186. On the
part of the rural residents, the three (3) statements garnering the highest
weighted mean include: (1) I consider the price of the mobile phone before
purchasing with the weighted mean of 3.2434; (2) The price of mobile phone has
a significant impact on the quantity and quality of my purchase with the weighted
mean of 3.1852; and (3) I only buy branded mobile phones that are at discount
with the weighted mean 3.1852.
2.6. Advertisement
Both urban and rural residents agreed that advertisement was being
(1) I regularly watch, read and/or listen to the advertisement to make myself
updated about the brands of mobile phones with the weighted mean of 2.9379;
(2) I give due attention to the advertisements before I buy the mobile phones with
the weighted mean of 2.9266; and (3) I believe in the authenticity of the mobile
phone when known personalities endorse them or advertise them with the
weighted mean of 2.9096. On the part of the rural residents, the three (3)
statements garnering the highest weighted mean include: (1) I regularly watch,
read and/or listen to the advertisement to make myself updated about the brands
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of mobile phones with the weighted mean of 3.1587; (2) I give due attention to
the advertisements before I buy the mobile phones with the weighted mean of
3.1481; and (3) I look for the advertisement before I buy the mobile phones with
the weighted mean 3.1481.
2.7. After-sales service
Both urban and rural residents agreed that after-sales services were being
(1) I am more to do repeat purchases when I am satisfied with the company’s
after-sales services with the weighted mean of 3.1243; (2) I tend to be loyal to
the brand/store because of its continuous interaction with me throughout my
post-purchase product life cycle with the weighted mean of 3.1073; and (3) I stay
loyal to the brand of mobile phone when I am satisfied with its after-sales service
with the weighted mean of 3.0904. On the part of the rural residents, the three (3)
statements garnering the highest weighted mean include: (1) I believe that after-
sales services have a significant impact on brand credibility with the weighted
mean of 3.1376; (2) I always visit the store where staff are approachable and
accommodating with the weighted mean of 3.1323; and (3) I feel secure and
confident in mobile phone purchase decisions through the after-sales services
afforded to me with the weighted mean 3.1270.

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3. Significant difference between the factors of buying behaviour when
profile variable intervenes
It was clearly shown that the factors influencing the buying behavior do not
portray significant differences when grouped according to age, status of
employment/occupation and residency; factors such as features, quality, price
and advertisement have significant differences when grouped according to
gender; factors such as features, user-friendly, price and advertisement have
significant difference when grouped according to educational attainment; factors
such as features, user-friendly and price have significant difference when
grouped according to income.
4. Proposed recommendation to balance the buying behavior of the urban and
rural consumers when it comes to buying mobile phones.
Conclusion
Based on the above-mentioned findings, the following conclusions were
drawn:
1. Majority of the respondents are in the age bracket of 19-30 years old, female,
college graduates, with regular employment/job, having an income amounting
to 5,000.00 and below and majority of them were residing at the rural areas in
Batangas City.
2. Comparing the results of the assessment between urban and rural residents,
both of them agreed that the factors such as brand, features, user-friendly,
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quality, price, advertisement and after-sales services influenced their buying
behaviour.
3. The factors such as features, quality, price and advertisement have significant
differences when grouped according to gender; factors such as features, user-
friendly, price and advertisement have significant difference when grouped
according to educational attainment; factors such as features, user-friendly
and price have significant difference when grouped according to income.
4. The researchers prepared a promotional strategic plan to balance the buying
behaviour of urban and rural residents when it comes to mobile phone.
Recommendations
Based on the findings and conclusions, the following recommendations
were offered:
1. Consumers may still choose the mobile phones with cheaper prices but of a
better-quality unit.
2. The consumers whether they are from urban, rural or in suburb areas in
Batangas City, they may still use the experiences of their relatives and other
testimonies of different people pertaining to the mobile phones that they want
to use for the themselves.
3. For the next batch of researchers, it is recommended that they can replicate
this study about the factors influencing consumer buying behaviour and use it
in another group of respondents.

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https://hospitalityinsights.ehl.edu/understanding-consumer-
behavior#:~:text=Better%20predict%20trends%20in%20consumer
%20behavior&text=Companies%20need%20to%20know%20what,how%20to
%20operate%20their%20companies.
https://zoovu.com/blog/women-vs-men-gender-differences-in-purchase-
decision-making/

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Republika ng Pilipinas

COMPARATIVE STUDY OF CONSUMER BUYING BEHAVIOR OF RURAL

In Partial Fulfillment of the Requirements for the

This research titled “COMPARATIVE STUDY OF CONSUMER BUYING

FELICIANA F. ADARLO, Ed.D.

Approved by the Committee on Oral Examination with the grade of ____.

MARY ANN A. ANTENOR, DPA

AMOR A. ILAGAN, DBA CARMELA JOY P. DELGADO, DPA

Accepted in partial fulfillment of the requirements for the Bachelor of

RETCHIE A. GUICO, Ph.D. ROSANNI M. DEL MUNDO, Ph.D.

accomplishment of this research.

This research is also dedicated to the researchers’ teachers and adviser

until the completion of the study.

Title: COMPARATIVE STUDY OF CONSUMER BUYING

Keywords: Consumer buying behavior, brand, features, user-

Proponents: Marissa C. Bathan

Adviser: FELICIANA F. ADARLO, Ed.D.

This study aimed to assess the comparative study on consumer buying

City. Frequency, percentage, weighted mean, independent t-test and analysis of

Table Title Page

1 Frequency Distribution of the Respondents in

2 Frequency Distribution of the Respondents in

Figure Title Page

1 Frequency Distribution of the Respondents in

2 Frequency Distribution of the Respondents in

THE PROBLEM AND ITS BACKGROUND

Shopping is considered as an important part of our regular life. However,

pleasure and excitement.

In this regard, businesses need to understand the nuances of their target

market as consumer behavior is deemed complicated to understand. As

described, consumer behavior is the process of selecting, buying, using, and

disposing of goods and services by individuals or organizations to satisfy their

wants. Understanding customer behavior has a direct impact on the marketing

demands if they understand their consumers. As a result, marketing strategies

must include consumption patterns insights into every aspect of a marketing

Similarly, consumer behavior is very essential for marketers to study

because it helps to understand and predict the behavior of consumers in the

factor in their behavior when it comes to buying.

also a first-class city in the Southern Tagalog Region, steadily generating

significant revenues. Home to 339,551 inhabitants, Batangas City has a total

land area of 28,541.44 hectares consisting 24 urban and 81 rural barangays.

requirements of Batangas City rural consumers as compared to the urban

purchasing behavior of these two groups of consumers that will be beneficial in

determining the marketing strategies applicable in addressing their diverse

of rural consumers to urban consumers for developing the marketing strategies

to tap the potential market.

important tools for individual communication. From an auto driver to an executive

buying behavior is different. Hence it is important to differentiate the buying

purchase decision regarding mobile phone.

Consumer behavior underlies the reasons why consumers take a specific

theorized framework of Jha (2013) was utilized in order to determine the

consumer buying behavior between rural and urban consumers in terms of

purchasing mobile phones. Accordingly, seven (7) variables such as brand,

product features, user-friendly, quality, price, advertisement and after-sales

service thought to influence the buying behaviors of consumers.

influence the consumer behavior. A strong brand reputation lays a foundation of

trust between marketers and consumers. From this foundation, it can be