Factors affecting the buying behavior of Senior Citizen

A Research Study
Presented to the Faculty of the Graduate School of World Citi Colleges
Quezon City, Philippines

In Partial Fulfilment of Requirements for the Degree

Master of Business Administration

Presented by

Earl Gene D. Dela Cruz

Carl Jantar
Gerardo Bautista
 CHAPTER I

Introduction

According to the United Nations, the number of people aged 60 and over in Asia is
expected to reach approximately 1.3 billion by 2050. This represents a significant increase
from the estimated 547 million senior citizens in the region in 2019. The rapid increase in the
aging population in Asia is due to several factors, including improved healthcare, declining
fertility rates, and increased life expectancy. As a result, many countries in the region are
facing challenges in providing adequate healthcare, social services, and financial support to
their elderly population. The population of senior citizens in Asia is not evenly distributed
across the region. Countries such as Japan, China, and South Korea have some of the highest
numbers of elderly citizens in the world, while some of the smaller countries in Southeast
Asia have relatively smaller populations of senior citizens. The growing population of senior
citizens in Asia presents both opportunities and challenges for the region. While the elderly
population can contribute to the economy and society through their knowledge and
experience, they also require significant resources and support to maintain their health and
well-being. Addressing the needs of the aging population in Asia will require a multifaceted
approach that involves healthcare, social services, and financial planning.

The Philippine’s age structure is generally younger than that of the developed
countries but still significantly older than that of the developing countries.

It is home to 9.2million (PSA 2022) senior citizens, which is one of the largest in the
Asia Pacific Region. It presage that ageing of the population is a phenomenon not only for
develop but also to developing countries In the 1987 Philippine Constitution, it states that, it
is the duty of the family to take care of its disabled members while the State may design
program of social security for them and it shall adopt an integrated and comprehensive
approach to health development which shall endeavor to make essential goods, health and
other social services available to all the people at affordable cost These shall be priority for
the needs of the under privileged, sick, elderly, disabled, women and children "The Philippine
law defines a person as senior citizen based on age (60 years old and above), they are entitled
to discounts in medicines, basic commodities, health services and socio-recreational
activities.
 Successful ageing in the Philippines is the fulfillment of the desire of the elderly for a
more comfortable life not only for themselves but also for their children.

According to the Philippine Statistics Authority's 2020 census, the population of

Capiz province was 761,384. Among this population, 63,939 individuals were aged 60 years
and over. This means that senior citizens comprised 8.4% of the total population in Capiz in
2020. The number of senior citizens in Capiz has been increasing over the years due to
factors such as improved healthcare, better living conditions, and increased life expectancy.
This trend is not unique to Capiz, as the aging population is a global phenomenon that many
countries are currently facing. The growing population of senior citizens in Capiz and other
parts of the Philippines presents both opportunities and challenges. On the one hand, it
highlights the need for more elderly-friendly policies and programs that cater to their needs
and promote their well-being. On the other hand, it also puts pressure on the healthcare
system, social services, and other sectors to provide adequate support and resources to the
elderly population. Overall, understanding the population of senior citizens in Capiz and their
needs is crucial in developing effective policies and programs that can address their concerns
and promote their quality of life.

On this study, we will unlock the factors that affect the behavior of senior citizens on
how they buy their needs like food, medicine, clothing, and appliances.

Statement of the problem

This study will provide relevant information on the buying practices of a Senior
Citizen.

Specifically, it sought to answer the following questions:

1. What is the demographic profile of senior citizens in terms of:

a. Gender

b. Age

c. Civil Status

d. Educational Attainment
 e. Occupation

f. Source of Income

g. Monthly Income of the Whole Family

2. What are the buying practices of senior citizens in terms of:

a. Food

b. Medicine

c. Clothing

d. Appliances

3. What is the standard of living of senior citizens with respect to the following:

a. Age

b. Gender

c. Civil status

d. Monthly income of the family

Objectives of the study

1. To identify the demographic characteristics of senior citizens in the Philippines, including

age, gender, income level, and education level.

2. To determine the factors that influence the buying behavior of senior citizens in the
Philippines, including status and income level.

3. To analyze the impact of these factors on the purchasing habits and preferences of senior
citizens.

4. To identify the most common types of products and services purchased by senior citizens.

Importance of the Study

 The Philippines age structure is generally younger than that of the developed
countries but still significantly older than that of the developing countries. The Philippine law
defines a person as senior citizen based on age (60 years old and above), they are entitled to
have discounts in buying medicines, basic commodities, health services and socio-
recreational activities. The results of this study will aid the senior citizens to get the most out
of their money and get more tips and suggestions in using and managing their food, clothing,
medicine, and other household purchases.

Scope and Delimitation of the Study

The study was based only on the needs of senior citizens. It is limited to the
identification of the senior citizens buying practices on food, medicine, clothing, and
appliances. It does not therefore include a detailed survey of other household practices nor
the evaluation of the nutritive value of the food items they purchase.
 CHAPTER II

Review of related literature

This chapter deals with the review of literature relevant to the study. Several related
literatures from articles and investigations related to the research problem were considered
including historical developments of senior citizens.

GOVERNMENT INITIATIVES FOR SENIOR CITIZEN

The Philippine Government is one of the signatories to the Madrid International Plan of
Action for Older Persons and also in the forefront in the conceptualization and ratification of
the previous international plans (e.g. Macau Plan of Action for Older Person 1998 and
Shanghai Implementation Strategy 2002). The Philippine constitution recognizes the positive
role of older citizens in our society; encouraging them to contribute to nation-building and to
develop community organization as well as providing support to NGOs working for the older
citizens. The salient features of the law are the provision of privileges in the form of discount
in the purchasing of medicines and basic commodities for the personal enjoyment of the
senior citizen (i.e. movies house, recreational places and etc.) and establishments of the
Office of the Senior Citizens Affairs (OSCA) to be headed by a senior citizen. It is mandated
to fully implement the provisions and serves as link of the senior citizen and Senior Citizens
Organizations (SCOs) to its local government.

FILIPINO SENIOR CITIZEN AS THE HEAD OF THE FAMILY

Families in less developed countries are well positioned to provide informal care because
they are larger, stronger connected, and more multigenerational than in developed countries
While it is true that the Filipino Family remains to be resilience and extended in nature, there
is a distinguished role of the senior citizen within the family. More than half of the household
population 60 years old and over (57.41%) were household heads and nearly one-fourth was
spouses of the household heads. Of the total number of households in the Philippines (15.3
million), 17.13% (2.6 million households) were headed by senior citizens. The head of the
family provides direct supervision to the children left behind by overseas worker and
managed the households.

Looking at this unique familial relationship, it is essential that relevant studies should be
undertaken to look into the special contribution of the senior citizen in the Filipino family.
None the less, this could be the effects of the feminization of the Filipino migrant workers
especially in the health sector, which is attributed to the ageing population in developed
countries where Filipino health care workers are the most in demand due to their innate
values of taking care of their senior citizen. But Filipinos are still unaware on the effects of
this generational lost, where the grandparent places the responsibilities and roles of the
biological parents in providing care and guidance to their children.

Social Security Savings and Retirement Pension

Saving money in account for the assurance of having a health insurance or even social
pension is a good plan for the elders. Many senior citizens have saved money after retirement
from their work to sustain their needs particularly in health. In the United States, the
retirement experts tackle about pension, personal savings, and social savings wherein the
elderly enable to make a better decision for good retirement. Most of them have not stopped
from professional work for continuing the savings for health insurance. In applying social
security, the senior citizens should qualify the needed requirements as a benefactor of such
savings. After the retirement, the said cash could be used at the age of 62 for health needs.
Aside from that, there is an exception for married people; the wife might use her social
security at the age of 62 if she retires but when the husband retires, she will be switched to
the spousal benefit. Moreover, if the death has come between the couple, the spousal that is
still alive will also have a larger benefit (Quinn, 2011).

Psychological Factors

Psychological factors such as perception, motivation, attitudes, and beliefs also play a
role in the buying behavior of senior citizens in the Philippines. A study by Punongbayan and
Eleazar (2016) found that senior citizens in the Philippines have a positive perception of
locally produced products, which they perceive as being of higher quality than imported
products. This suggests that the origin of a product may influence the buying behavior of
senior citizens.
Social Factors

Social factors such as family, friends, and social class also influence the buying
behavior of senior citizens in the Philippines. A study by Cruz and Domingo (2018) found
that senior citizens in the Philippines are more likely to consult with family members before
making purchasing decisions. This suggests that family members play an important role in
the buying behavior of senior citizens.

Marketing Strategies

Marketing strategies such as product design, packaging, promotion, and distribution

also play a role in the buying behavior of senior citizens in the Philippines. A study by De
Leon and Canlas (2017) found that senior citizens in the Philippines are more likely to
purchase products with clear packaging and labeling. This suggests that product design and
packaging are important considerations for this demographic when making purchasing
decisions.
 CHAPTER III

Methodology

To attain the objectives of the study, there is a need to gather information pertaining
to the buying practices of senior citizens in Pontevedra, Capiz. This chapter includes the time
and place of the study, the instrument used, research design, sample and sampling technique,
methods of data collection, statistical tools and categorization of variables.

Research Design

This study used one shot survey design. A study design where a single group of
individuals (or other interesting unit of analysis) is selected for observation over a single,
limited time period, usually because they have experienced some factors taken important in
shaping some outcome.

Locale of the Study

The study will be conducted in selected barangays in the municipality of Pontevedra,

Capiz. These areas or barangays are chosen due to the presence of senior citizens. The study
area consists of eighteen (18) selected barangays of Pontevedra, Capiz namely: Agdalipe,
Bailan, Banate, Binuntucan, Hipona, Ilawod, Ilaya, Intongcan, Jolongajog, Lantangan,
Linampongan, Malag-it, Rizal, San Pedro, Solo, Sublangon, Tabuc, Tacas. The data
regarding these barangays were gathered from the Department of Social Welfare and
Development (DSWD) Office in Pontevedra.

Respondents of the Study

The respondents of the study were 362 randomly selected senior citizens of municipality of
Pontevedra. The respondents of the study were based on the list of the Department of Social
Welfare and Development (DSWD).
Table 1. Distribution of respondents by barangay.

Barangay Total Population Number Percentage

Agdalipe 52 7 1.9
Bailan 237 29 8
Banate 67 9 2.5
Binuntucan 198 24 6.6
Hipona 243 30 8.3
Ilawod 100 13 3.6
Ilaya 86 11 3
Intoncan 112 14 3.9
Jolongajog 155 19 5.2
Lantangan 165 20 5.5
Linampongan 120 15 4.1
Malag it 182 22 6.1
Rizal 229 28 7.7
San Pedro 113 14 3.9
Solo 65 8 2.2
Sublangon 199 24 6.6
Tabuc 257 31 8.6
Tacas 326 40 11
Total 2908 362 100

Research Instrument

This study used survey questionnaire. The instruments of three parts. Part I was
composing of respondents selected variables such as age, gender, civil status, educational
attainments, occupation, source of income, economic condition and standard of living. Part II
was composed of buying practices in food buying, medicine, clothing and other wear and
appliances. Part III composed of evaluating of consumer-buying practices.

Data Collection

Survey was conducted to the senior citizens listed on DSWD. The Researchers made a
Courtesy visit to Mayor of municipality and office of DSWD. The researchers made a
courtesy call/visit to the mayor of the municipality. The purpose of the research was
explained.

Statistical Tools

The Study use arithmetic mean, percentage and frequency counts as statistical tools,
Cochran test is use for sampling.

Sampling Size and Technique

This Study involves the utilization of 362 senior citizens purposively chosen as
respondents of the study:

Categorization of Variables

As to the demographic profile of the respondent, the variables were categorized as

follows:

Gender

Male

Female

Others

Age

60-64 years old

65-69 years old

70 years and above

Civil Status

Married

Single

Separated
 Widowed

Highest Educational Attainment

Uneducated

Elementary level

Elementary graduate

High school level

High school graduate

College level

College graduate

Housing Ownership

1- rented

2- owned

Type of House

1- makeshift
2- semi-permanent
3- Temporary
4- permanent

Source of Water

1- dug wells
2- communal water system
3- rain water
4- artesian wells/ manual water pump

Fuel/ Power for Cooking

1- wood/ charcoal
 2- kerosene
3- electricity
4- others

Number of Appliances

0- none
1- 1-3
2- 4-6
3- 7 and above

Senior Citizens Buying Practices

Ranges of Mean Verbal Interpretation

1.00- 1.66 Never

1.67- 2.33 Sometimes

2.34- 3.00 Always

Analysis of Data

The analysis of the data was based on the description of buying practices of senior
citizens. Since the study is a descriptive research, the data was statistically treated using the
following tools:

1. Frequency, percentage, and mean to describe the profile of the respondents.

 CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the data related to the problem of the study, their
analysis and interpretation.

Demographic Characteristics

Sex

The characteristics of the 362 senior citizen-respondents according to sex are

given in Table 2. Majority 222 (61.3 percent) of the respondents were female and 136 (376
percent) were male and the remaining 4 (1.1 percent) did not response. This simply shows
that female respondents dominate male respondents.

Age

Their ages ranges from 60 years old, the youngest of the senior citizen
respondents, to 94 years old, and the oldest. The greater portions of the senior citizen
respondents were in their early seventies. The mean age of senior citizen-respondents is
70.46 years. This simply shows that majority of the respondents were in their early
seventies.

Civil Status

362 senior citizens-respondents, 242 (66.9 percent) were married, 95 (26.2 percent)
were widow/er, 14 or 3.9 percent were single, 6 (1.7 percent) did not response and only 5
(1.4 percent) were separated. This simply shows that majority of the respondents were
married.

Educational Attainment
 The biggest number of 179 (49.4 percent) were elementary level. Elementary
graduates were 78 (21.5 percent). College graduate were 25 (6.9 percent) and high school
graduate were 21 (5.8 percent), while those who studied in high school but did not finish
20 (5.5 percent) and those without any formal education were 16 (4.4 percent). Among
the respondents, there were 15 (4.1 percent) college level and those who did not response
8 (2.2 percent). The data imply that many of the senior citizens obtained elementary level
of education.

Occupation

165 (45.6 percent) of the respondents have no work, 59 (16.3 percent) were
farmers, 37 (10.2 percent) were store vendors, 38 (11.6 percent) were laborers, 32 (8.8
percent) were house wife, 10 (2.8 percent) were government employees 8 (2.2 percent)
were fisher folks, 6 (1.7 percent) did not response, 4 (1.1 percent) were retired teachers, 3
(0.8 percent) were teachers. The data imply that the majority of the respondents have no
work.

Table 2. Distribution of the respondents based on the demographic profile

Profile Variables Frequency Percent

Sex
Female 136 37.6
Male 222 61.7
Others 0 0
No response 4 1.1
Total 362 100
Age
60-64 95 26.2
65-69 100 27.6
70 and above 163 45
No response 4 1.1
Total 362 100
Civil Status
Single 14 3.9
Married 242 66.9
Separated 5 1.4
 Widowed 95 26.2
No answer 6 1.7
Total 362 100
Educational Attainment
Elementary Level 179 49.4
Elementary Graduate 78 21.5
High School Graduate 20 5.5
College Level 21 5.8
College Graduate 15 4.1
Uneducated 25 6.9
No response 16 4.4
Total 8 2.2
Occupation 362 100
Father 59 16.3
Fisher Folk 8 2.2
Government Employee 10 2.8
House Wife 32 2.8
Laborer 38 11.6
Retired Teacher 4 1.1
Store Vendor 37 10.2
Teacher 3 0.8
None 165 45.6
No response 6 1.7
Total 362 100

Source of Income

Table 3 indicates the source of income of the respondents. 101 (27.9 percent) of the
respondents have no work, 72 (19.9 percent) were laborers, 53 (14.6 percent) were farmers,
38 (10.5 percent) were SSS pensioners, 37 (10.2 percent) were vendors, 36 (9.9 percent) were
senior citizen pensioners, 7 (1.9 percent) were GSIS pensioners, 5 (1.4 percent) were care
takers, 3 (0.8 percent) were barangay officials, hog raisers, veteran’s pensioners and fisher
folks, 1 (0.3 percent) owner of computer shop.

Table 3. Distribution of the respondents according to source of income.

 PROFILE VIARIABLES FREQUNCY PERCENT
None 101 27.9
Brgy. Official 3 0.8
Care taker 5 1.4
Comp. Shop 1 0.3
Farmer 53 14.6
Fisher Man 3 0.8
GSIS Pensioner 7 1.9
Laborer 72 19.9
Hog Raiser 3 0.8
SC Pensioner 36 9.9
SSS Pensioner 38 10.5
Vendor 37 10.2
Veterans Pensioner 3 0.8
Total 362 100

Income

Table 4 indicates the distribution of the senior citizen-respondents according to their

monthly income of the whole family in pesos. 271 (74.9 percent) of the respondents belong to
the lowest range of P5,000 and below, 44 (12.2 percent) were P 10,001 to PI 5,000, 17 (4.7
percent) were P5,001 to P 10,000, while 15 (4.1 percent) reported an income belonging to the
highest range of P20,000 and above, 9 (2.5 percent) were P 15, 001-20,000. The rest, 6 (1.7
percent) did not response. The data imply that majority of the respondent monthly income of
the whole family is P5,000 and below.

Table 4. Distribution of the respondents according to monthly income of whole family.

PROFILE VARIABLES FREQUENCY PERCENT

Family Monthly Income
No response 6 1.6
10,000-15,000 44 12.2
15,001 – 20,000 9 2.5
20,000 and above 15 4.1
5, 000 and below 271 74.9
 5,001 – 10,000 17 4.7
Total 362 100

Income Management

Table 5 presents the distribution of the senior citizen-respondents according to

income management, 295 (81.5 percent) of the respondents budget their money wisely, 32
(8.8 percent) were purchase economically, 20 (5.5 percent) were kept by husband or wife, 10
(2.8 percent) did not response, the rest, 5 (1.4 percent) were deposited in the bank. This imply
that most of the respondents budget their money wisely.

Table5. Distribution of respondents according to income management practices.

INCOME FREQUENCY PERCENT

MANAGEMENT
No response 10 2.8
Budget money wisely 295 81.5
Deposit in the bank 5 1.4
Kept by husband or wife 20 5.5
Purchase economically 32 8.8
Total 362 100

Housing Ownership

The ownership of the dwelling unit is one of the indicators of the standard of living.
Table 6 presents the distribution of senior citizen-respondents according to status of house
ownership. 328 (90.6 percent) of the senior citizen-respondents have their owned houses. (1.7
percent) did not response.

28 (7.7 percent) were rented. This simply shows that even though senior citizens in
Pontevedra belong to the low income group yet they try to build a house for their family
which they consider a great asset.

Table6. Distribution of respondents according to housing ownership

HOUSING OWNERSHIP FREQUENCY PERCENT

No response 6 1.7
Owned 328 90.6
 Rented 28 7.7
Total 362 100

Type of House

The type of house where the senior citizens are living is another indicator of the
standard of living. Table 7 presents the distribution of 362 senior citizen-respondents
according to type of housing. Out of 362 respondents, 132 (36.5 percent) were semi-
permanent houses, 130 (35.9 percent) were permanent houses, 91 (25.1 percent) dwell in
temporary houses, 6 (1.7 percent) did not response and 3 (0.8 percent) have no permanent
house. The data imply that a greater number of the respondents have semi-permanent
houses.

Table7. distribution of respondents according to type of house

TYPE OF HOUSE FREQUENCY PERCENT

No response 6 1.7
Make shift 3 0.8
Permanent 130 35.9
Semi-permanent 132 36.5
Temporary 91 25.1
Total 362 100

Source of Water

The data in Table 8 shows the distribution of the senior citizen-respondents

according to their source of income. Majority of senior citizens 208 (57.5 percent) used
artesian wells/manual water pump as their sources of water supply for drinking and cooking
purposes. 91 (25.1 percent) used communal water system, 16 (4.4 percent) used river
streams/rain water, 42 (11.6 percent) used dug wells and 5 (1.4 percent) did not response.
This implies that majority of the respondents used artesian wells/manual water pump as their
source of water supply for drinking and cooking purposes.

Table8. distribution of respondents according to source of water.

SOURCE OF WATER FREQUENCY PERCENT

No response 5 1.4
 Artesian/manual water pump 208 57.5
Communal water system 91 25.1
Dug well 42 11.6
Rain water 16 4.4
Total 362 100

Fuel/Power for Cooking

Table 9 presents the distribution of senior citizen-respondents according to fuel used

for cooking. For cooking, 347 (95.9 percent) used wood and Charcoal while only 11 (3
percent) used kerosene, the rest, 4 (1.1 percent) used electricity. The data imply that majority
of the respondents used wood and charcoal for cooking.

Table9. distribution of respondents according to fuel/power for cooking

FUEL/POWER FOR FREQUENCY PERCENT

COOKING
Electricity 4 1.1
Kerosene 11 3.0
Wood/coal 347 95.9
Total 362 100

Appliances Owned

The data on Table 10 shows the distribution of senior citizen-respondents according

to their appliances owned, 98 (27.1 percent) of the respondents have acquired television sets,
71 (19.6 percent) had radio and television sets, 43 (11.88 percent) had radio, 43 (11.88
percent) no response, 28(7.7 percent) had set/dinning, television set, mattress bed,27 (7.5
percent) had radio, refrigerator, sala set and television set, 16 (4.4 percent) had closet an
television set, 13 (3.6 percent) had radio, sala set and television set, 9 (2.5) had refrigerator, 9
(2.5 percent) had motor, radio, television set and gas range, while 5 (1.4 percent) had motor
and refrigerator. The senior citizens have been invested to several appliances from their
working age and accumulated over the years. The data imply that a greater number of the
respondents have acquired television sets. These appliance is considered an essential to the
respondents because this is one of their past time.

Table10. distribution of respondents according to appliances owned

APPLIANCE OWNED FREQUENCY PERCENT

No response 43 11.9
Closet and television set 16 4.4
Motor and refrigerator 5 1.4
Closet, refrigerator, sala
set/dinning, television set, 28 7.7
mattress bed
Motor, radio, television set, 9 2.5
gas range
Radio 43 11.8
Radio and television set 71 19.6
Radio, refrigerator, sala set 27 7.5
and television set
Radio, sala set, and 13 3.6
television set
Refrigerator 9 2.5
Television set 98 27.1
Total 362 100

Food Preferences

Buying food involves the selection from many different items and is done so often
that many senior citizens are concerned with it. Table 11 indicates several reasons of the
senior citizens for buying food in the market. Majority of them considered the value of food
before buying. 252 (69.6 percent) preferred fish and meat, 82 (22.7 percent) preferred rice, 23
(6.4 percent) preferred fruits and vegetable and 5 (1.4 percent) of the respondents preferred
milk. The data imply that majority of the respondents preferred fish and meat.

Table11. Distribution of respondents according to food preferences.

Food Preferences Frequency Percent

Fish and meat 252 69.6
 Fruits and vegetable 23 6.4
Milk 5 1.4
Rice 82 22.6
Total 362 100

Preference on Type of Food

The respondents' preference on type or forms of food is shown in Table 12. Most of
the respondents 322 (89 percent) preferred to buy fresh food for their daily meals, apparently
fresh food contain the necessary food value and their freshness is more appetizing than any
other form of food; while 33 (9.1 percent) purchased canned foods when fresh foods were
not available. 5 (1.4 percent) of the respondents did not response. The frozen and packaged
foods were preferred by 1 (0.3 percent) of the respondents. This implies that most of the
respondents’ senior citizens preferred to buy fresh food than frozen food.

Table 12. Distribution of respondents according to type or form of food.

Preference on type or form Frequency Percent

of food
No response 5 1.4
Fresh foods 322 89.0
Canned foods 33 9.1
Frozen foods 1 .3
Packaged foods 1 .3
Total 362 100

Preference on Food Store

Table 13 shows the type of food stores most preferred by respondents,322 (89.0
percent) preferred public market, 34 (9.4 percent) preferred in grocery store and 5 (1.4
percent) did not response while 1 (0.3 percent) shopped in sari-sari store. This implies that
the senior citizens are aware, that buying foods in public market is cheaper as compare to
other store.

Table 13. Distribution of respondents according to food store.

Food store Frequency Percent

 No response 5 1.4
Public market 322 89.0
Sari-sari store 1 .3
Grocery store 34 9.4
Total 362 100

Methods Used in Buying Foods

Table 14 shows the methods used by respondents in purchasing their food. It is

noteworthy that majority of the senior citizens 240 (66.3 percent) planned before buying
food. This was widely practiced by the senior citizens, 105 (29 percent) when needed, 10
(2.8 percent) by chance and 7 (1.9 percent) of the respondents was impulsive. This implies
that majority of the respondents planned before buying food.

Table 14. Distribution of respondents according to methods used in buying food.

Methods used in buying Frequency Percent

foods
According to plan 240 66.3
When needed 105 29.0
By chance 10 2.8
Impulsive 7 1.9
Total 362 100

Medicine Preferences

Buying medicine involves the selection from different items it's either branded
or generic. Table 15 indicates the choices of the senior citizens in buying medicine. Many of
them considered the value of medicine before buying. Majority of the respondents 230 (63.5
percent) of the respondents preferred generic medicine, 127 (35.1 percent) preferred
branded medicine and 5 (1.4 percent) Of them did not response. This simply shows that
senior citizen preferred to buy generic medicine than branded one because the former is
cheaper than the latter.

Table 15. Distribution of respondents according to medicine preferences.

Medicine Preferences Frequency Percent

 No response 5 1.4
Branded 127 35.1
Generic 230 63.5
Total 362 100

Preference on Medicine Stores

Table 16 shows the type of medicine stores most preferred by respondents. 342 (94.5
percent) of senior citizens preferred to buy in drug store and 15 (4.1 percent) preferred in
san-sari store. This implies that the senior citizens are aware, that buying medicine in drug
store is cheaper and more convenient.

Table16. distribution of respondents according to preference of medicine stores.

Medicine Preferences Frequency Percent

No response 5 1.4
Drug store 342 94.5
Sari-sari store 15 4.1
Total 362 100

Method used in buying Medicine

Table 17 shows the method used by respondents in purchasing their medicine.

Majority of the senior citizens 221 (61.0 percent) buy their medicine when needed, 130
(45.9 percent) according to plan, 3 (.8 percent) by chance and 8 (2.2 percent) with no
response. This implies that most of the senior citizens buy only their medicine when needed.

Table17. distribution of respondents according to methods used in medicine.

Methods used in buying Frequency Percent

medicine
No response 8 2.2
According to plan 130 35.9
By chance 3 .8
When needed 221 61.0
Total 362 100
Preference when Buying Clothing Materials

Table 18 indicates that majority 257 (71 percent) of the respondents preferred the
durability of their clothing materials while some considered the quality of their clothing
needs, 86 (23.8 percent) choose the quality, 13 (3.6 percent) of the respondents preferred the
price, color was another consideration mentioned by 6 (1.7 percent) of senior citizens. This
implies that majority of the respondents preferred durability of their clothing materials.

Table 18. Distribution of respondents according to preference when buying clothing

materials.

Preference when Buying Frequency Percent

Clothing Materials
Durability 257 71.0
Quality 86 23.8
Color 6 1.7
Price 13 3.6
Total 362 100

Type of Store Patronized in the Purchase of Clothing Needs

Table 19 shows the type of store patronized by respondents in the purchases of their
clothing needs. Most of the respondents 315 (87 percent) purchased their cloths in the
public market. 40 (11 percent) bought their clothing from mall and 7 (1.9 percent) from
thrift shop/ukay ukay. The findings show that the public market was the most preferred
place for shopping because the price is affordable.

Table 19. Distribution of respondents according to type of store patronized in the purchase
of clothing needs.

Type of Store Patronized Frequency Percent

in the purchase of Clothing
Needs
Thru Online 0 0
Thrift Shop 7 1.9
 Mall 40 11.1
Public 315 87.0
Total 362 100

Methods Used in Buying Clothing

Table 20 shows how and why the respondents purchased their clothing. It is
noteworthy that most of the respondents 329 (90.9 percent) purchased their clothing when
needed, 13 (3.6 percent) were planned, 12 (3.3 percent) by chance and 8 (2.2percent) was
impulsive. The data reveal that senior citizens purchased clothes when the need arises.

Table 20. Distribution of respondents according to methods used in buying clothes.

Methods Used in Buying Frequency Percent

Clothes
As planned 13 3.6
When Needed 329 90.9
By Chance 12 3.3
Impulsive 8 2.2
Total 362 100

Methods Used in Buying Appliances

Table 21 presents the motivation of respondents in buying appliances. Majority of the

respondents, 334 (92.3 percent) preferred to buy appliances when needed, 18 (5 percent) were
planned, 9 (2.5 percent) preferred price and 1 (0.3 percent) of the respondents preferred
brand. This implies that most of the respondents preferred to buy appliances when needed.

Table 21. Distribution of respondents according to methods used in buying appliances.

Methods Used in Buying Frequency Percent

Appliances
As planned 18 5.0
When needed 334 92.3
Brand 1 .3
Price 9 2.5
Total 362 100
Evaluation of Senior Citizens Buying Practices

Table 34 shows questions that were used as basis in evaluating the senior citizens
buying practices. These were categorized into three verbal interpretations, which are "never,
sometimes" and "always." The study revealed that out of 10 questions, 6 obtained a verbal
interpretation of "always" with a ranges of mean 2.34-3.00, 3 obtained a verbal interpretation
of "sometimes" with a ranges of mean of 1.67-2.33 and only one has a verbal interpretation of
"never" with a ranges of mean 1.00-1 66. This means that the senior citizens are aware on
what to do in buying.
 Evaluation of Senior Citizens Buying Mean Verbal interpretation
Behavior
A1. Do you plan what to buy so that you 2.63 Always
know what you want to buy before hopping
A2. Have you tried to shop during noon/ rush 1.79 Sometimes
hours (before 10 00 a.m. and between 1 p.m.
to 3:00pm) In order to avoid crowds and
make unhurried selections?

A3. Do you shop around from store to store to 2.45 Always

save money and get the best value of your
money?

A4. Do you look for labels and read them for 2.48 Always
the facts they contain to help you in buying?
A5. Do you watch scales, measuring 2.45 Always
devices when buying? Do you count your
change?
A6. Do you keep two lists for shopping, one 1.91 Sometimes
for food and household items which you buy
frequently, the other for occasional items
such as clothing, fabrics, etc.
A7. Do you ask to see more than on quality 2.34 Always
of an article in order to compare values?
A8. Do you decide on the maximum amount 2.39 Always
of money to be spent for a particular item and
keep within the limit?

A9. Do you avoid "bargains" when you have 2.06 Sometimes

no immediate need for the article?
A10. Do you change accounts and installment 1.56 Never
credit on a planned rather than on impulse
basis?

Table22. distribution of respondents according to evaluation of senior citizens buying

behavior.
 CHAPTER V
SUMMARY, CONCLUSION AND RECOMMENDATION

Summary

This study was an attempt to identify the buying practices of senior citizens in
Pontevedra, Capiz. Specifically, this study aimed to:
1. Identify the demographic profile of senior citizens in Pontevedra in terms of:
gender, age, civil Status, educational Attainment, occupation, source of Income and monthly
income of the whole family.
2. Identify the buying behaivor of senior citizens in terms of food, clothing,
medicines and appliances.
3. Identify the standard of living of senior citizens in Pontrevedra, Capiz with
respect to the following: age, sex, civil status and monthly income of the family.
The respondents were taken at random from the eighteen barangays of
Pontevedra, Capiz namely: Agdalipe, Bailan, Banate, Binuntucan, Hipona, Ilawod, Ilaya,
Intongcan, Jolongajog, Lantangan, Linampongan, Malag-it, Rizal, San Pedro, Solo,
Sublangon, Tabuc and Tacas.

The data collection was done from Oct. 23, 2023 to Oct. 31, 2023 by the
researchers. Frequency counts, percentages and means were used to analyze the data.

The respondents of the study were 362 senior citizens having a mean age 70.46
years. There were 293 (80.94 percent) with educational attainment ranging from
"uneducated to third year high school and 61 (16.85 percent) with educational attainment
ranging from high school graduate to college graduate. Their average of number of
dependents was 1

As to the respondents' food preference, 362 respondents preferred "fish and meat"
foods and fresh foods. Majority of them shopped their food at the public market.

As to the selection of clothing, they considered durability as highly desirable

characteristics followed by color.
 The reasons/method of purchasing were as planned, when needed, on impulse, for
competition and for brand.

Findings of the Study

Base on the analysis done, the following were found:
1. Senior citizens age ranges from 60 years old to 94 years old.
2. Majority 222 (61.3 percent) of the respondents were female
3. Most of the respondents 242 (66.9 percent) were married.
4. Out of 362 respondents 179 (49.4 percent) were elementary level.
5. Majority of the respondents considered the value of food before buying. 252 (69.6
percent) preferred fish and meat.
6. Most of the respondents 322 (89 percent) preferred to buy fresh food for their daily
meals than canned, frozen and packaged food.
7. Most of the senior citizens 322 (89 percent) preferred to shop in public

market.

8. Majority of the senior citizens 240 (66.3 percent) planned before buying the

food.

9. Most of the respondents considered the value of medicine before buying.

230 (63.5 percent) of the respondents preferred generic medicine, 127 (35.1

percent) preferred branded medicine

10. 342 (94.5 percent) of senior citizens preferred to buy in drug store and 15

(4.1 percent) preferred in sari-sari store.

11. Out of 362 respondent’s majority 221 (61 percent) of the respondents buy

medicine when needed, 130 (35.9 percent) were according to plan.

12. Majority of the respondents 257 (71 percent) preferred the durability of their

clothing material while 86 (23.8) considered the quality of their clothing

needs.
 13. Majority of the respondents, 334 (92.3 percent) preferred to buy appliances

when needed.

14. Most of the senior citizens 328 (90.6 percent) have their own houses.
15. Out of 362 respondents, 132 (36.5 percent) were semi-permanent houses.
16. Majority of senior citizens 208 (57.5 percent) used artesian wells/manual water pump

as their source of water supply for drinking and cooking purposes.

17. For cooking, 347 (95.9 percent) used wood/charcoal.

18. 98 (27.1 percent) of the respondents have acquired television sets.

Conclusions

Based on the findings of the study, the following conclusions were made:
1. Most of the respondents are in the age bracket of 60 years old to 94 years old.
Majority of the respondents are female and married and obtained elementary level of
education.
2. The respondents preferred to purchase fish and meat, fresh food in the public market
because it is cheaper than other store
3. Majority of the respondents buy food for the whole week to lessen the expenses.
4. Most of the respondents preferred to buy generic medicine than branded one because
it is cheaper. They purchased it in the drugstore to avail of the discount and the
availability
5. Majority of the respondents, preferred to buy appliances when needed.
6. Most of the senior citizens have their own houses, semi-permanent houses and they
used artesian wells for their water supply and wood and charcoal in cooking their
food. They can afford to purchase appliances, like television sets and radio, electric
fan and others.

Recommendation

Based on the findings of the study, the following recommendations were arrived

at:
1. The Department of Education agency should conduct a non-formal education like

seminar to improve their knowledge.

2. Senior citizen should plant vegetables in their backyard so that they can eat fresh

vegetables.

3. OSCA should introduce wellness program and provide free medicine for senior

citizens.

4. Concerned government agencies should provide housing program for indigent senior

citizens.

5. Increase of monthly financial assistance for indigent senior citizens should be given

preference by the government agencies.