A COMPARATIVE ANALYSIS ON CONSUMER PRACTICES OF BS PSYCHOLOGY

STUDENTS IN MAPUA TOWARDS DOMESTIC VS OVERSEAS BRANDS AND PRODUCTS

_______________________________________

A Research Paper

Presented to

MAPUA UNIVERSITY

Makati City

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In Partial Fulfillment

of the Requirements in

MATHEMATICS IN THE MODERN WORLD

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Abinoja, Katelyn Cassandra

Aligato, Elaine
Cañabano, Angelica Sarah
Cruz, Joanna Nicole
Berino, Divina Beatrize
Loyola, Audrey Faith
Martinez, Shantherese
Martinez, Sofia
 CHAPTER 1

INTRODUCTION

In a world wherein multiple components are interconnected, consumer choices play a

consequential role in shaping the economy and business industries. This study is a comparative

analysis that explores the consumer practices of the BS Psychology students of Mapua

University and shed a light towards their preferences regarding domestic and overseas brands

and products. Globally, marketplaces have continuously expanded, giving consumers a wider

range of choices; there are multiple underlying factors that influence the decision-making

process of consumers that aid in the selection between domestic and overseas brands and

products. Through the exploration on the consumer choices of Mapua University’s BS

Psychology students, this study aims to create a deeper understanding of their role in the global

marketplace.

According to Penz C.D. (2011), the continuous expansion of global trade has led to an

abundance of brands and products both domestically and internationally. Nowadays, the words

“country of origin” on a product can impact a consumer’s purchasing decision, however, prior

research has found that this concept focuses on consumer ethnocentrism — meaning that the

consumers in Africa may find that purchasing from international brands can be detrimental

towards their economy, leading to a lower employment rate.

The existing research related to this topic is notably scarce in terms of both quantity and

depth. The scarcity of research related to this specific topic is attributed to multiple factors — a

large portion of existing research are moderated and not readily accessible, and the research
conducted in the Philippines are vaguely related to this specific topic and does not address or

explore further into the topic of consumer practices and their perceptions regarding overseas and

domestic brands and products.

1.1 Summary of the Study

As part of a comparative analysis between domestic and overseas brands and products, a

survey was conducted among 27 BS Psychology students in Mapua. The survey consisted of four

main sections, each focusing on specific aspects of brand familiarity and its impact on the

student's choices. The aim was to gain insights into consumer practices among the students.

In the first section, “Familiarity with Brands,” the survey revealed that the vast majority

of students (87.1%) conduct research on a brand before making a purchase. This often leads to

the decision not to buy the product. Only four students (12.9%) said they had not encountered

such a situation. The survey did not mention the respondents' awareness of whether their

purchases were certified animal cruelty-free. However, a significant portion of students (87.1%)

are aware of whether the products they purchase are local or domestic, while only four students

(12.9%) indicated otherwise.

In the second section, “Correlation Between Age and Purchasing Practices,” the survey

aimed to investigate the relationship between age, financial independence, and purchasing

practices. The findings revealed that 32.3% of the students agreed that the local products they

have previously purchased are of better quality than foreign products, while 67.7% disagreed

with this statement. A majority of the students (67.7%) were able to name local brands that are

popular and widely known in the Philippines, while 32.3% could not.

The third section of the study explored the features of products that significantly influence

students’ purchasing decisions. The research found that 64.5% of students conduct brand
research before making a purchase, while 35.5% do not. Furthermore, a significant majority of

students (77.4%) would stop purchasing from a brand that fails to provide adequate information,

while 22.6% would still continue to buy. Additionally, a majority (58.1%) of students agreed that

the background of the business owner has an impact on their purchasing decisions.

In the fourth section, titled "Personal Associations with People in Local Businesses," we

explore whether students conduct research on a brand before making a purchase, and if this

research has ever resulted in them deciding not to buy the product. The findings reveal that a

significant majority of 27 students (87.1%) have experienced this scenario, while only a small

percentage of four students (12.9%) have not encountered such a situation. The provided image

shows that 18 students (58.1%) agreed that the background of the business owner influences

their purchasing decisions. On the other hand, the remaining 13 students (41.9%) indicated that

the background of the owner does not impact their buying choices.
1.2 Statement of the Problem

Economic uncertainty is likely to be one of the biggest challenges for companies in 2023

(Talent Insider, 2023). Plus, an ongoing concern of MSMEs (micro, small and medium

enterprises) in the Philippines being meeting demands. (Bolido, 2020).

Consequently, this research aims to garner data on factors affecting Mapua University’s

BS Psychology students’ decisions as consumers, whether they lean towards purchasing local or

non-local products.

In relation to this, the study seeks to answer the questions that follow:

I. Lack of familiarity of BS Psychology students of Mapua University with the

brands they purchase.

II. Biased relationship between the profile of the BS Psychology students of Mapua

University, in terms of their age only, and their purchasing practices.

III. High standards expected in terms of aspects of a product that BS Psychology

students of Mapua look for when purchasing an item.

IV. Influence on BS Psychology students of Mapua University of their relationship

with anyone working in local businesses when it comes to their preferences of

purchasing local products.

V. BS Psychology students of Mapua University’s shortness of weighing the

importance of being informed about the products being purchased.

1.3 Objectives of the Study

This study is conducted to analyze the consumer practices of BS Psychology students of

Mapua towards domestic and overseas brands and products. It is essential to develop a deep

understanding of the increasing popularity of overseas brands over local brands and how

consumer practices affect this change towards the targeted respondents.

To further investigate, this study will aim to accomplish the specified objectives of the
research:

I. To determine if the target respondents’ familiarity with a brand affects their preference

between domestic and overseas products.

II. To identify if there is a relationship between the age of the respondents and how it affects

their selection of brands and products.

III. To determine the respondents' preferred aspect of a product in relation to how they

purchase an item.

IV. To identify if the respondents are closely linked with local businesses, which will explain

their preference for local brands.

V. To determine if the respondents place importance on their preference for brands and

products that they are familiar with locally and globally.

 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

2.1 Foreign-Related Literature

A study conducted by McKinsey & Company provides insights into the preferences of

Generation Z, specifically in terms of their choices between local and international brands. It

reveals that young consumers are becoming increasingly aware of the importance of

sustainability and social impact. They are more inclined to choose brands that prioritize

authenticity and social consciousness. These findings align with those of a separate study

published in the International Journal of Scientific and Research Publications that has observed

that young consumers are increasingly gravitating towards global brands, particularly in the

realms of electronics and fashion. The data presented in the survey conducted by the same

journal is truly remarkable, with a staggering 72% of young consumers expressing a clear

preference for global brands when making their purchase decisions. This inclination transcends

various product categories, but is most strikingly evident in the domains of electronics and

fashion.

Brands like Zara and H&M show the allure of global companies in the fashion industry.

They successfully tap into the sophisticated aesthetic of the younger generation, bringing them a

wide range of distinctive trends. Similarly, in the field of technology, major companies such as

Apple and Samsung serve as good examples of the prevalence of innovation. These popular

companies continually develop innovative features and technology, effectively capturing the

attention of young consumers such as Apple's wireless charging-enabled AirPods, as well as

Samsung's groundbreaking Galaxy Fold.

2.2 Local Related Literature

According to Kantar Worldpanel's Brand Footprint 2018, Filipinos have a preference for

global brands over local ones. In the top 50 brands, local brands accounted for only 28% of

spending share, while global brands made up the remaining 72%. Lucky Me, a Filipino brand,

was the most popular choice for the third year in a row, followed by Nescafe and Surf. The top

10 brands included eight food and drink products, while Palmolive, Cream Silk, and Safeguard

were the most popular choices in the health and beauty sector. In the homecare sector, Surf,

Downy, and Champion were leading brands. The study also found that attracting new customers

was more effective than increasing loyalty and frequency of consumption. Globally, Coca-Cola

was the most popular brand, while Colgate penetrated more than half of all households

worldwide. Although local brands have a smaller spending share compared to global brands,

several local brands have made it to the top 50, with Lucky Me being the most popular choice for

the third year in a row. The report also highlights the success of certain brands in different

sectors, such as Nescafe in the beverage industry and Surf in home care. Additionally, the study

emphasizes the importance of strategies that aim to attract new customers rather than focusing

solely on increasing loyalty and frequency of consumption.

In the context of the Philippines, experts highlight the continued potential for growth

that international brands hold within the local market. This potential is attributed to several key

factors, including a large mass market, a strong appetite for foreign products among Filipinos,

and a rapidly expanding economy. Despite these advantages, experts also acknowledge that local
brands have their own unique strengths, such as greater agility and responsiveness to evolving

market conditions, even in the face of fierce competition. For international brands to thrive in the

Philippine market, the insights of these experts underscore the critical importance of truly

understanding the Filipino audience and crafting experiences that deeply resonate with them.

They point to the remarkable success of local brands like Jollibee, which have achieved

significant market share by effectively tapping into the cultural needs and desires of their

customers. In view of this, experts suggest that global brands would do well to study the

strategies employed by their local counterparts. This may include amplifying the stories of

everyday people and forging strong emotional connections with their audiences. Additionally,

they emphasize the value of factors such as accessibility, affordability, and maintaining a strong

local focus as crucial elements for international brands aiming to make a lasting impact in the

Philippine market
 CHAPTER 3

METHODOLOGY

3.1 Research Design

This study utilized descriptive research to discuss the profile of the respondents, such as

age, sex, and year level of the BS Psychology students in Mapua University, to analyze further

and compare consumer practices of the respondents towards domestic with overseas brands and

products.

Descriptive research is a type of research design that aims to acquire information

methodically and to describe an issue or phenomenon, determining the relationships between

variables present in the research.

3.2 Research Locale

This study was conducted at Mapua Univesity, Makati campus, a private stock academic

institution, non-sectarian and co-educational university. It is situated in Makati City, Manila. The

University recently extended its School of Health Sciences courses.

3.3 Research Respondents

The research is conducted at Mapua University, Makati Campus. The study used random

sample as its sampling method; by this, the respondents were not chosen as long as they are in

the BS Psychology course at the Mapua University. The total respondents that participated in this

study are 31 BS Psychology students from Mapua University Makati campus.

3.4 Research Instrument

The researchers developed a questionnaire, through the use of a Nominal scale, as the

primary instrument for data gathering. The researchers used qualitative and objective methods to

measure and analyze the consumer practices of the respondents towards domestic and overseas

products or brands.

The questionnaire is composed of six parts (6):

The first part captured the primary data of the respondents, such as their name, sex, and

year level.

The second part focused on the respondent’s familiarity with brands and how this affects

their consumer practices, whether local or overseas products and brands.

The third part focused on the correlation between the age of the respondents and how it

affects their consumer practices, whether local or overseas, products and brands.

The fourth part focused on the features of products that influence the respondent's

purchases and how it changes their consumer practices, whether local or overseas products and

brands.

The fifth part focused on the brand popularity of the products and how this factor

influences the respondent's consumer practices, whether local or overseas, products and brands.

The sixth part focused on the importance of the respondents on being informed on

brands they purchase and how it changes their consumer practices, whether local or overseas

products and brands.

3.5 Data Gathering Procedure

The study employed a survey that was distributed among BS psychology students. The

researchers used Google Forms to create and distribute the survey. It is administered to grasp the

respondent's characteristics and offers a graphical summary of the results. The survey gives

significant data to answer this study’s statement of the problem. Moreover, it also helps to

accomplish the objective of this research. It serves as the researcher’s form of gathering data that

will be analyzed hereafter, reaching substantial respondents.

3.7 Data Analysis Procedure

The researchers will begin analyzing data after the completion of the survey. The

researchers will extract the summary of the results of each question from the Google Form to the

document. Subsequently, they would be making their analysis based on the illustrated graph

3.8 Ethical Consideration

In this study, the researchers aim to analyze the consumer practices of BS Psychology

students in Mapua towards domestic and overseas brands and products. Ethical consideration

was strictly employed to protect the study's participants, primarily focusing on voluntary

participation, informed consent, confidentiality, and eliminating potential harm. Voluntary

participation was given to allow the participants the freedom to choose whether to volunteer.

Informed consent was displayed in the survey so that participants were aware of the research’s

purpose and rights as they answered the survey. The data given by the participants will be treated
with utmost confidentiality to protect anonymity. Furthermore, this ensures that no harm shall be

done to the participants throughout their involvement in the research.

 CHAPTER 4

INTERPRETATION AND ANALYSIS

This chapter presents the socio-demographic profile of the respondents, the results, and

the analysis and interpretation of data gathered from the answers to the questionnaires distributed

to the respondents.

4.1 Socio-Demographic Profile

This study considered the respondent's age, year level, and sex. The table introduces the

frequency distributions and percentages of the respondents in terms of the profiles.

Table 4.1.1 contains the age distribution of respondents who took part in the completion

of the questionnaires.

Table 4.1.1 Distribution of Respondents in Terms of Age of BS Psychology Students in

Mapua SY 2023-2024.
 As shown in Table 4.1.1, most respondents are 18 years of age, comprising 48.4%,

followed by 19 years old with 25.8%, 17 years old with 12.9%, 20 years old with 9.7%.

Meanwhile, the age with the least respondents in this research is 22 or above, composing 3.2% of

the respondents.

This table shows the number of students in each year level who took part in responding to

the questionnaire.

Table 4.1.2 Distribution of Respondents in Terms of Year Level of BS Psychology Students

in Mapua SY 2023-2024.

As shown in Table 4.1.2, this research mainly reached out to respondents of the first-year

students in the BS Psychology course in Mapua, with 71%. Following that are the second-year

students, with a total of 22.6%. Meanwhile, third and fourth-year students have a balanced

number of respondents with a 3.2%.

 Table 4.1.3 comprises the sex of respondents who took part in the completion of the

questionnaires.

Table 4.1.3 Distribution of Respondents in Terms of Sex of BS Psychology Students in

Mapua SY 2023-2024.

As shown in Table 4.1.3, the majority of the respondents of this research are female, with

a population garnering 64.5%. While the male population of the respondents comprises a total of

29%, with a population of 6.5% who prefer not to say. The findings indicate that most of the

respondents in this study are female.

4.2 Familiarity with Brands

This study considered the factors affecting the consumer practices of the respondents.

The following pie charts present the percentage of the respondents.

Table 4.2.1 comprises how the respondent's familiarity with a brand affects their

consumer practices.
Table 4.2.1 Percentage of Being Informed Whether the Product Purchased is Domestic or

Imported by BS Psychology Students in Mapua SY 2023-2024.

The chart shown above illustrates the findings of the survey in which students were asked

about their awareness regarding whether their purchases are either local or domestic. A

considerable majority of the students, 27 (87.1%), responded yes, while a minority of four

(12.9%) indicated otherwise.

Table 4.2.2 Percentage of Being Aware Whether the Product Purchased is Certified Animal

Cruelty-Free by BS Psychology Students in Mapua SY 2023-2024.

Table 4.2.2 comprises how the respondents' awareness of whether the products are

certified animal cruelty-free with a brand affects their consumer practices.

 The chart provides information that 11 students (35.5%) are knowledgeable about

products certified as cruelty-free to animals, while a larger percentage, 20 students (64.5%), are

not familiar with this certification.

Table 4.2.3 Percentage of Having Purchased an Animal Cruelty-Free Product by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.2.3 comprises whether the respondents have or have not purchased an animal

cruelty-free product.
 According to the tabulated results, among the 31 students surveyed, a significant portion

of them, 27 students (87.1%), have purchased animal cruelty-free products, while the remaining

four students (12.9%) have not done so.

Table 4.2.4 Percentage of Being Knowledgeable on the Contents or Ingredients of the

Product Being Purchased by BS Psychology Students in Mapua SY 2023-2024.

Table 4.2.4 comprises how the respondents' knowledge about the contents or ingredients

of a product that they purchase affects their consumer practices.

 The chart depicted above indicates that 18 students (58.1%) exhibit awareness of the

contents or ingredients of the products they purchase, whereas 13 students (41.9%) do not.

Table 4.2.5 Percentage of Coming Across Such Products on Social Media Platforms by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.2.5 comprises how the respondents' occurrence of such products on social media

platforms affects their consumer practices.

 When the participants were asked about encountering products on social media platforms,

a majority of them, 27 (87.1%), responded yes, while the remaining four (12.9%) indicated

otherwise.

4.3 Correlation Between Age and Purchasing Practices

This study considered the factors affecting the consumer practices of the respondents.

The following pie charts present the percentage of the respondents. Table 4.3.1 comprises the

correlation between age and purchasing practices.

Table 4.3.1 Percentage of Independent Purchases Made by BS Psychology Students in

Mapua SY 2023-2024.

Table 4.3.1 comprises how the respondents' independent purchases affect their consumer

practices.
 In the provided chart, it is evident that out of the total number of students surveyed, 25

students (80.6%) possess the capability to make independent purchases based on their financial

circumstances. Conversely, a small percentage of six students (19.4%) indicated that they are

unable to do so.

Table 4.3.2 Percentage of Whether the Allowance Provided by the Parents is Adequate to

Cover Personal Expenses by BS Psychology Students in Mapua SY 2023-2024.

Table 4.3.2 comprises how the respondents' allowance provided by their parents is

adequate enough to cover their personal expenses and affect their consumer practices.

The chart above displays the results of students' responses when asked if their allowance

from their parents sufficiently covers their personal expenses. A significant majority of students,

22 (71%), responded yes, indicating that their allowance is adequate, while the remaining nine

(29%) responded no.

Table 4.3.3 Percentage of Amount Purchases Increased Compared to Childhood by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.3.3 comprises how the respondents' amount of purchases has increased compared

to their childhood affects their consumer practices.

Students were asked about their purchasing habits compared to their childhood. Out of

the 31 students surveyed, a majority of 27 (87.1%) agreed that they make more purchases now,

while the remaining four (12.9%) disagreed.

Table 4.3.4 Percentage of Changes in Purchasing Practices Through Aging by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.3.4 comprises how the respondents' age, growing older, affects their consumer

practices.

The chart above indicates that the majority of the students, specifically 27 (87.1%),

agreed that their purchasing habits have evolved as they have gotten older. On the other hand, the

remaining four students (12.9%) stated that their purchasing practices have not changed.

Table 4.3.5 Percentage of Imported Products that can be Purchased by BS Psychology

Students in Mapua SY 2023-2024.

 Table 4.3.5 comprises how the respondents' capability to buy imported products given

that they are still students affects their consumer practices.

The results depicted in the pie chart suggest that a majority of the students, specifically

24 (77.4%), are able to afford imported products despite being students. Conversely, the

remaining seven students (22.6%) responded that they are unable to afford such products.
4.4 Features of Products that Influences Students’ Purchases

This study considered the factors affecting the consumer practices of the respondents.

The following pie charts present the percentage of the respondents. Table 4.4.1 comprises how

the respondents' preference for products with key factors such as longevity affects their

consumer practices.

Table 4.4.1 Percentage of Preferences for Products with Factors such as Longevity by BS

Psychology Students in Mapua SY 2023-2024.

In this figure, respondents were questioned about the influence of a product's longevity

on their purchasing decisions. It is evident that the majority of pupils, specifically 27 (83.9%),

agree that the longevity of a product influences their purchasing decision. The remaining five

students (16.1%) disagreed with this.

Table 4.4.2 Percentage of the Influence of Convenience through Buying a Product by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.4.2 comprises how the respondents' influence on convenience through buying a

product affects their consumer practices.

When asked about the influence of convenience on their purchasing decisions, a

significant number of 27 students (87.1%) agreed that it does have an impact. On the other hand,

the remaining four students (12.9%) indicated that convenience does not play a significant role in

their purchasing decisions.

Table 4.4.3 Percentage of Factors Present through Foreign Products by BS Psychology

Students in Mapua SY 2023-2024.

Table 4.4.3 comprises how the respondents' influence on factors present through foreign

products affects their consumer practices.

 The students were asked to assess whether the foreign products they have purchased in

the past possess certain characteristics, namely the longevity of a product and the accessibility or

convenience of purchasing a product. It was found that the majority of 27 students (87.1%)

agreed that these foreign products do exhibit these characteristics. Conversely, the remaining

four students (12.9%) disagreed with this assessment.

Table 4.4.4 Percentage of Factors Present through Local Products by BS Psychology

Students in Mapua SY 2023-2024.

Table 4.4.4 comprises how the respondents' influence on factors present through local

products affects their consumer practices.

 The students were then asked to assess whether the local products they have purchased in

the past possess certain characteristics, namely the longevity of a product and the accessibility or

convenience of purchasing a product. It was found that 86.4% have agreed that these local

products do exhibit these characteristics. Conversely, 13.6% disagreed with this assessment.

Table 4.4.5 Percentage of Products Bought Locally Better in Quality Compared to Foreign

Products by BS Psychology Students in Mapua SY 2023-2024.

Table 4.4.5 comprises how the respondents' previously bought local products, in terms of

quality over foreign products, affects their consumer practices.

 In the provided chart, a total of 10 students (32.3%) have expressed their agreement

regarding the superior quality of local products they have purchased in the past when compared

to foreign products. Conversely, a significant majority of 21 students (67.7%) have disagreed

with this assertion.

4.5 Brand Popularity of Products

This study considered the factors affecting the consumer practices of the respondents.

The following pie charts present the percentage of the respondents. Table 4.5.1 comprises how

the respondents' influence on a product's brand popularity affects their consumer practices.

Table 4.5.1 Percentage of Influence on the Popularity of a Brand by BS Psychology

Students in Mapua SY 2023-2024.

In response to the question on the significance of a product's brand popularity in

influencing students' purchases, 25 (80.6%) agreed that it has an impact on their purchasing

decisions, while the remaining six (19.4%) stated otherwise.

Table 4.5.2 Percentage of Influence through Peers’ Opinions about a Brand by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.5.2 comprises how the respondents' influence on peers’ opinions about brands

affects their consumer practices.

The provided data indicates that a significant number of students, specifically 27

(87.1%), have agreed that their peers' opinions of a brand influence their own opinions while a
smaller percentage of four students (12.9%) disagreed with this statement.

The survey question associated with this chart inquired whether students have ever

conducted research on a brand before making a purchase, which subsequently resulted in them

deciding not to buy the product. The findings demonstrate that a significant majority of 27

students (87.1%) confirmed that they have experienced this scenario. In contrast, a small

percentage of four students (12.9%) indicated that they have not encountered such a situation.

Table 4.5.3 Percentage of Influence on the Social Media Brand Presence of a Product by BS

Psychology Students in Mapua SY 2023-2024.

 Table 4.5.3 comprises how the respondents' influence on the social media brand presence

of a product affects their consumer practices.

Based on the data, it can be concluded that 19 out of 31 students (61.3%) take the social
media presence of a brand into consideration before making a purchase. Conversely, the
remaining 12 students (38.7%) do not consider the social media presence of a brand when
making their purchasing decisions.

Table 4.5.4 Percentage of Known Foreign Brands by BS Psychology Students in Mapua SY

2023-2024.

Table 4.5.4 comprises the respondents' knowledge in the capability to name foreign

brands popularly known in the Philippines.

 For this pie chart, the students were asked about their ability to identify foreign brands

that are nationally popular and well-known in the Philippines. The data reveals that a majority of

26 students (83.9%) agreed that they are able to name such brands. Conversely, a smaller

percentage of five students (16.1%) indicated that they were unable to do so.

Table 4.5.5 Percentage of Known Local Brands by BS Psychology Students in Mapua SY

2023-2024.

Table 4.5.5 comprises the respondents' knowledge of the capability to name local brands

popularly known in the Philippines.

The graph presented above provides data on the ability of students to recognize local brands that
are nationally popular and known in the Philippines. According to the graph, 21 students (67.7%)
were able to name these brands, while 10 students (32.3%) could not.

4.6 Importance to the Students on Being Informed on Brands They Purchase from

This study considered the factors affecting the consumer practices of the respondents.

The following pie charts present the percentage of the respondents. Table 4.6.1 comprises how
the respondents' whether or not they acquired information before purchasing a product affects

their consumer practices.

Table 4.6.1 Percentage of Acquiring Information about a Product by BS Psychology

Students in Mapua SY 2023-2024.

In the chart presented, students were asked whether they actively seek information about

a brand before making a purchase. Out of the total respondents, 20 students (64.5%) answered

affirmatively, indicating that they do go out of their way to gather information on a brand before

purchasing its products. On the other hand, the remaining 11 students (35.5%) stated that they do

not engage in this practice.

Table 4.6.2 Percentage of Being Knowledgeable of the Ingredients of a Product by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.6.2 comprises how the respondents are knowledgeable about the ingredients or

parts of a product and how this affects their consumer practices.

 Shown in the figure, 20 students (64.5%) out of the total students surveyed agreed with

the statement that they always know the ingredients or parts of the products they purchase. The

remaining 11 students (35.5%), on the other hand, stated that they lack this information.

Table 4.6.3 Percentage of Rejecting to Purchase Products if Certain Information is

Repressed when Being Sold by BS Psychology Students in Mapua SY 2023-2024.

Table 4.6.3 comprises how the respondents perceive products once there is repressed

information about them while being sold and how this affects their consumer practices.
 Inquiring further, students were asked whether they would stop purchasing from a brand

if it concealed certain information about its products. Out of the total 31 students, a majority of

24 (77.4%) expressed agreement with discontinuing their purchases. Conversely, the remaining

seven students (22.6%) indicated that they did not mind if brands withheld information.

Table 4.6.4 Percentage of Rejecting to Purchase Products Due to the Background of the

Owner by BS Psychology Students in Mapua SY 2023-2024.

Table 4.6.4 comprises how the respondents perceive products once they are

knowledgeable of the background of the owner and how this affects their consumer practices.
 Based on the provided image, the data reveals that 18 (58.1%) of students agreed that the

background of the business owner influences their purchasing decisions. On the other hand, the

remaining 13 students (41.9%) indicated that the background of the owner does not impact their

buying choices.

Table 4.6.5 Percentage of Rejecting to Purchase Products Due to Research by BS

Psychology Students in Mapua SY 2023-2024.

Table 4.6.5 comprises how the respondents perceive products once they research about its

brand and how this affects their consumer practices.

 The survey question associated with this chart inquired whether students have ever

conducted research on a brand before making a purchase, which subsequently resulted in them

deciding not to buy the product. The findings demonstrate that a significant majority of 27

students (87.1%) confirmed that they have experienced this scenario. In contrast, a small

percentage of four students (12.9%) indicated that they have not encountered such a situation.
 CHAPTER 5

CONCLUSION AND RECOMMENDATIONS

5.1 Conclusion

This research provides valuable insights into the consumer practices of BS Psychology

students at Mapua University, particularly in their preferences and behaviors concerning local

and foreign brands and products. The study revealed a wide array of consumer practices

influenced by age, awareness of certifications, product ingredients, and the impact of brand

popularity.

A noteworthy distinction arises when evaluating local and foreign brands. While a

substantial proportion of students show a preference for foreign products due to factors like

product longevity and convenience, they also express a keen awareness of local brands that

exhibit similar qualities. Additionally, brand popularity significantly influences students'

purchasing decisions, with many considering factors like peer opinions and social media

presence.

Furthermore, the data underscores the importance of being well-informed as consumers,

with a majority actively seeking information before purchases, knowing product ingredients, and

demonstrating a willingness to reject purchases if brands withhold essential information. In this

regard, the study underscores that BS Psychology students at Mapua University are discerning

consumers who consider both local and foreign brands based on factors like product quality,
longevity, and convenience, while simultaneously valuing information and social responsibility

when making their purchasing decisions. These findings present valuable insights for brands and

marketers looking to engage with this unique demographic and tailor their strategies accordingly.

5.2 Recommendations

The researchers would like to recommend this paper to the following groups or sectors:

● Psychology Students: Psychology students should be encouraged to critically

evaluate their consumer practices and be aware of the psychological and

sociocultural factors influencing their preferences for domestic or overseas

brands. They can use this understanding in their future studies and professional

work to better analyze and address consumer behavior and preferences.

● Entrepreneurs: Entrepreneurs should consider the insights provided in the paper

when developing market strategies. Understanding the consumer preferences and

biases of psychology students can help in tailoring product positioning, branding

and messaging to this demographic effectively.

● Consumers: Consumers can benefit from the findings by being more aware of

how their consumer choices are influenced by various factors. They should

consider making more informed decisions based on their own needs and values.
● Community: The community can consider the potential economic and cultural

impacts of a preference for overseas products. Initiatives that promote local

industries and products may be needed to address any negative consequences,

such as economic imbalances.

● Future Researchers: Future researchers should take note of the preference for

overseas products among specific group and explore how this trend might evolve

over time. They should also use this paper as a foundation for future studies on

consumer behavior and preferences, expanding the scope to different

demographics. This paper can help future researchers that have an interest in the

same field of topic as a reference for their own work.

 QUESTIONNAIRE

Dear Respondent:

You have been invited to participate in this research project. We are conducting a study entitled
"A Comparative Analysis on Consumer Practices of BS Psychology Students in Mapua Towards
Domestic vs Overseas Brands and Products." This study requires reliable data from students who
were chosen to be respondents.

The survey will take no more than 20 minutes to complete. Your participation in this study is
entirely voluntary and your responses will be kept with strict confidentiality and protected under
the Data Privacy Act of 2012 (R.A 10173). All personal and sensitive information gathered and
submitted through this survey questionnaire will be used solely for the purposes of the study.

If you consent to participate in answering the survey after reading the following information.
Proceed to the survey questionnaire.

Thank you for taking part in this study.

Email*

_______________________________

Are you willing to give your full consent for the use of your response and personal information
in this research study?

Yes, I am willing to give my full consent for the use of response and personal information
in this research study
DEMOGRAPHIC PROFILE

Instruction: Please read and carefully answer the following inquiries. Do not leave any questions
unanswered.

● Full Name (SURNAME, FIRST NAME, MIDDLE NAME)

● Age
➢ 17
➢ 18
➢ 19
➢ 20
➢ 21

● Sex
➢ Male
➢ Female

● Year Level
➢ First Year
➢ Second Year
➢ Third Year
➢ Fourth Year
Instruction: Please read the following questions thoroughly and Do not leave any questions
unanswered. Answer YES if you agree with the statement and NO if you don’t agree with the
statement.

Sections 1: FAMILIARITY WITH BRANDS

● Are you informed whether the product is domestic or imported?

______YES

_____NO

● Are you aware if the product is certified animal cruelty-free?

______YES

_____NO

● Have you purchased an animal cruelty-free product before?

______YES

_____NO

● Are you knowledgeable of the contents or ingredients of the products you buy?

______YES

_____NO

● Have you encountered the product on social media platforms?

______YES

_____NO
Section 2: CORRELATION BETWEEN AGE AND PURCHASING PRACTICES

● Given your financial situation, Are you able to make independent purchases?

______YES

_____NO

● Is the allowance given by your parents adequately covering your personal

expenses?

______YES

_____NO

● Can you make more purchases now compared to your childhood?

______YES

_____NO

● Have your purchasing practices changed as you grow older?

______YES

_____NO

● Are you able to afford imported products, given that you are a student?

______YES

_____NO
Section 3: FEATURES OF PRODUCTS THAT INFLUENCE STUDENTS’ PURCHASES

● Does the longevity of a product affect your choice of buying it?

______YES

_____NO

● Is the convenience of buying a product included into your standards when

choosing to purchase an item? (e.g. availability in shopping malls, delivery
options if accessible to buy online)

______YES

_____NO

● With the aspects you chose “YES” from in the previous questions, no. 1 and no. 2,
in mind (longevity of a product, accessibility or convenience of purchasing a
product), do the foreign products you have bought in the past have the said
characteristic/s?

______YES

_____NO

● With the aspects you chose “YES” from in the previous questions, no. 1 and no. 2,
in mind (longevity of a product, accessibility or convenience of purchasing a
product), do the local products you have bought in the past have the said
characteristic/s?

______YES

_____NO
 ● Are the local products you have bought in the past better in quality compared to
foreign products?

______YES

_____NO

Section 4: PERSONAL ASSOCIATIONS WITH PEOPLE IN LOCAL BUSINESSES

● Does the popularity of a product’s brand influence your choice to buy it?

______YES

_____NO

● Do peers’ opinions of a brand affect your opinion as well?

______YES

_____NO

● Do you take into consideration the social media presence of a brand before you
purchase it?

______YES

_____NO

● Would you be able to name foreign brands that are nationally popular and known
in the Philippines?

______YES

_____NO
 ● Would you be able to name local brands that are nationally popular and known in
the Philippines?

______YES

_____NO

Section 5: IMPORTANCE TO THE STUDENTS ON BEING INFORMED ON BRANDS

THEY PURCHASE FROM

● Do you go out of your way to get information on a brand before purchasing from
it?

______YES

_____NO

● Do you always know the ingredients or parts of the products you purchase?

______YES

_____NO

● Would you stop purchasing from a brand if they repressed certain information
about the products they sell?

______YES

_____NO

● Would the background of the owner of a business affect your decisions to buy
their products?

______YES

_____NO
● Has researching about a brand before purchasing their product ever stopped you
from buying it?

______YES

_____NO
 REFERENCES

- Bolido, L. (2020, January). Small businesses, big economic impact. Inquirer.net.

https://business.inquirer.net/287195/small-businesses-big-economic-impact

- Pentz, C. D. (2011, December 1). Consumer ethnocentrism and attitudes towards

domestic and foreign products : a South African study.

https://scholar.sun.ac.za/items/7fcca25d-801f-47ab-a7e0-617427c3ab35

- Talent Insider. (2023, March). The 5 Biggest Business Challenges in 2023 and Beyond. LinkedIn.

https://www.linkedin.com/pulse/5-biggest-business-challenges-2023-beyond-talentinsider

- Rivas, R. (2018, May 28). Filipinos still prefer global brands over local - study. RAPPLER.

https://www.rappler.com/business/203559-filipinos-prefer-global-over-local-brands/

- Kang, S. C. (2017, June 26). Q&A: Local brands versus global brands in Philippines:

https://www.campaignasia.com/article/qa-local-brands-versus-global-brands-in-philippin

es/437568#:~:text=Meanwhile%2C%20Filipino%20consumers%20see%20global,long%

20as%20it%20is%20affordable.