CHAPTER I

INTRODUCTION

Background of the study

Buying and selling of used goods is something that has been done for centuries.

Throughout the last 20 years, rapid growth of second-hand products consumption has got

the attention of researchers and raised the question why customers buy second-hand

products. The consumption of second-hand products is increasing daily. Therefore it is

important to pay attention to the factors that affect the purchase of second-hand products

since it is not a simple form of mercantilism. It's a lifestyle, a way to acquire goods that

we need and get rid of those that we do not see as useful anymore.

Second-hand products can be defined as the reuse of an old product while

maintaining its original functionality (WRAP, 2013, p. 7). In some Europeans countries,

have long traditions of second-hand products consumption. For example, The United

Kingdom, the purchase of used or second-hand products is an activity that is deeply

rooted in the society (Davis, 2010, p.270-277). However, due to economic factors, with

focus on the recent economic crisis, people from different countries including Spain and

France have actively joined the second hand market (Guiot & Roux, 2010, p.356,

Williams & Paddock, 2003, p.318-319).

The purpose of this study is to understand attitudes and purchasing intentions in

regards to the purchasing of second-hand clothing among the tourists of Baguio. Due to

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this, we would like to know how customers are purchasing second-hand products and

which factors are influencing customers when they decide to buy second-hand products.

Considering the rapid popularity and increasing trade of second-hand products

consumption it is an interesting field of research. We also want to find out the clothing

preference of tourists in Baguio and the difference between their chosen preferences with

the citizens of Baguio. This knowledge can help people involved in the fashion and the

second-hand clothing industry to understand the market and understand how and who to

sell.

THEORETICAL FRAMEWORK

The Theory of Reasoned Action (TRA model)

Recently there have been a few fashion related studies using the TRA model

(Marcketti & Shelley, 2009; Shim and Drake, 1990; Xu, Summers & Belleau, 2004).

These studies include attitudes towards purchasing clothing online, attitudes towards

purchasing counterfeit fashion and attitudes towards purchasing alligator skin fashion.

Because applying this model to fashion is relatively new, these studies have used

questions from previous studies in another field and applied them to their own to produce

a more reliable research. For example, to measure attitudes towards purchasing

counterfeit clothing this study applied questions from Bang, Ellinger, Hadjimarcou, &

Traichal's (2000) study about renewable energy attitudes (Marcketti & Shelley, 2009). To

apply accurate attributes to their study they drew on previous studies about counterfeiting

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to better understand their subject (Marcketti & Shelley, 2009). In our research for fashion

related studies using the TRA model it is evident that it is common to use involvement as

an external variable. More specifically the Fashion Involvement Index is commonly used

to measure the fashion involvement of their respondents to better predict behaviour.

The Theory of Reasoned Action (TRA model) The theory of reasoned action

model, hereafter called the TRA model, was developed as an extension of the Fishbein

expectancy model which measures attitude toward an object. Today the TRA model is the

dominant conceptual framework for predicting and explaining behaviour (Ajzen, 2012).

The TRA model is considered a more developed method of measuring consumer attitude

as it measures the attitude towards the act of buying, rather than the attitude towards the

product itself (Ajzen, 2012). By understanding how someone feels about purchasing a

product rather than solely the attitude towards the product, the TRA model becomes a

more valid measure of attitude (Ajzen, 2012). Due to these considerations we find this

model to be the best for our study. The model is shown in figure 1 below and is adapted

from Ajzen (2012).

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STATEMENT OF THE PROBLEM

This study aims to know why tourist patronized second-hand clothing. It

specifically seeks to answer the following:

1. What is the demographic profile of the respondents as to:

a. Gender

b. Age

c. Hometown

2. What clothing fashion do they prefer on buying second-hand clothes as to:

a. Gender

b. Age

c. Hometown

3. How much do the respondents spend in buying second-hand per piece as to:

a. Gender

b. Age

c. Hometown

4. What are their perceptions about secondhand clothing stalls in terms of:

a. Quality

b. Affordability

c. Items Sold

5. What are the benefits they get upon patronizing secondhand clothing?

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HYPOTHESIS

Alternative Hypothesis,

a) What is the demographic profile of the respondents as to:

1) Female respondents will outnumber male respondents

2) Respondents age will be at 16 and above.

3) Citizens of Metro Manila usually visits Baguio City.

b) Tourists prefer affordable and high class quality second-hand clothing which are

able to withstand or suitable for the environment their in.

c) Tourists are able to spend about 200 pesos and below. Female tourists spends

more money than male tourists.

d) The tourists buys second-hand clothing because of expenses.

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SIGNIFICANCE OF THE STUDY

To the Respondents,

This study will help respondent have knowledge of clothing interest on their

actions on buying second-hand clothing at the market or online. Also, it will prove how

respondents are more sensitive to the price and qualities of the clothes that they are

buying.It will also help them to know about choosing products according to qualities,

brands, and prices.

To the Stall Owners,

This study will help vendors who sell second hand clothing will help them on how

they will prosper their business to make it more attractive to their customers like tourists.

Also it will help them to figure out what style that their customers prefer for.

To the Researchers,

This study will contribute additional knowledge and will serve as a reference in

making their own research. The researchers will also know how they will turn this topic

to become meaningful and not just a topic only.

To the City of Baguio,

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DEFINITION OF TERMS

1. Budget – Amount of cash that can be divided to buy second-hand.

2. Clothing – items or garment is worn to cover the body.

3. Factors - A circumstance or influence such as quality that contributes to a result or

outcome.

4. Fashion – A combination of all the clothing the wearer prefers.

5. Ethnicity - state of belonging to a social group that has a common national or

cultural tradition.

6. Gender - the state of being male or female respondents.

7. Hometown - the town where one was born or grew up

8. Needs - cannot avoid or help doing something without it.

9. Patronize - to be a frequent or regular customer that comes in a daily or weekly or

monthly basis.

10. Preference – what the people want or what will satisfy their need.

11. Second-hand Clothing - Clothing previously owned and usually previously worn.

12. Spend – A certain amount of money used to buy goods.

13. Tourists – Visitors from other cities.

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 CHAPTER II

REVIEW OF RELATED LITERATURE

INTERNATIONAL

According to Dr. Lars Perner (2010) defines consumer attitude simply as a

composite of a consumer’s beliefs, feelings, and behavioral intentions toward some

object within the context of marketing. A consumer can hold negative or positive beliefs

or feelings toward a product or service. A behavioral intention is defined by the

consumer’s belief or feeling with respect to the product or service.

Based on Strugatz (2013) the geographic phenomena of where to buy, purchase

and delivery to the consumer are all key factors in the stages of the decision making

process. Consumers are no longer limited geographically or by the local businesses in

their city to make a purchase Social media has allowed brands and designers to connect

with the public in an instant.

In 1974, The literature on consumer decision-making theories stems from 1974,

wherein models generally consider the shopper’s motivations, search for options,

evaluating what is available and making a selection, drawing heavily from the social

sciences and business.

Customers buy a product when they want to fulfill a certain need. When fulfilling

these needs, the customer follows a buying process. This process is considered as a

problem solving process which a customer needs to solve (Solomon 2009, p.350).

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 According to Gupta and Kim (2010) value is what the consumer gets for what

they give. The act of comparing the benefits and sacrifices and perceived value will result

in an outcome of purchase intention or rejection.

In 1948, Rosencranz developed a test to measure an individual's clothing interest.

Her findings indicated age, rural or urban background, occupation, and income showed a

positive relationship with scores on the Clothing Interest Questionnaire. There has been

much criticism of this test concerning its validity but nonetheless it is considered a

landmark study into an area which had not been investigated.

Chronicle (2008) submits that in Ghana, many people prefer using second hand

cloths, as it is the only way they afford to wear decent clothing, due to high cost of new

clothes, even the locally made ones. According to Evelyn Ackah, a hairdresser, she

prefers second hand clothes, since they are cheaper and more durable as compared to the

ones sold in boutiques. According to her, she has always been an admirer of second hand

clothes also known as “folks”, pronounced “foes”. Nana Ama Boadu has different

reasons altogether, though she is a seamstress, she sees second hand clothing to be more

stylish than the sewed ones which are new. According to her, the second hand clothing

were stylish for activities such as going to the beach, club, parties, touring and any other

activity or occasions that demand the wearing of nice casual clothes.

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NATIONAL

Manila (CNN Philippines Life) — While there is the issue of the “gentrification”

of ukay-ukays because of online personalities who talk about thrift shopping on their

platforms, there are also people who have used ukay-ukay as a more sustainable

alternative to dressing up.

“Ukay-ukay is really about the whole aspect of individuality and sustainability,”

says Fed Pua, owner of It’s Vintage, a pop-up shop that sells second hand clothes. “The

clothing industry is the second largest water pollutant in the world. That's why I think

people right now are more conscious about that and they really don't want to be a part of

the whole problem.”

“It affirms what is relevant for today, that sustainability is a non-negotiable,” says

Monica Vivar, Denuo’s chief brand director. “If we are responsible businesswomen, we

have to take that into account, making sure that our output doesn't add to the waste and

just recirculating garments.”

According to Lucy Norris(2012) The used clothing economy brings into one

frame the links between the market, materiality and morals, revealing complex

connections as gifts of clothing are commodified by charities in the Global North, sold

onto the international market, and become a resource for developing local livelihoods in

the Global South. The heterogeneity of materials and the temporalities of fashion cycles

and disposal strategies create a variable supply of unknown quality and quantity, for

which differential markets must be developed, yet more work needs to be done to

understand where the maximum value is extracted, and how this might be measured;

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issues of reciprocity, power and inequality are implicated at each stage. This article

suggests that the specificity of the secondhand clothing economy has much to offer

contemporary theoretical concerns with economization, marketization, and the

convergence of economic value with cultural values.

According to Francis Villa (2018) Recycling used products from other countries

might have inherent risks yet many consumers continue to patronize them. Thus, this

investigation was made primarily to identify the factors that give rise to the patronage of

“ukay-ukay” commodities in Davao City, Philippines. The other factors included

conventional reasons such as durability, wide array of choices and availability of branded

products at a low cost. More so, clothes are best buys for occasional shopping. Group

references, like relatives, friends and co-workers, influenced the respondents in buying

“ukay-ukay” products.

LOCAL

According to James S. Apolinar in the Philippines, the market for second-hand

garments flourished from its considered capital, Baguio City, province of Benguet despite

the law that prohibits the wholesale of second hand clothes. Although Republic Act

number 4653 (ratified July 1966) has been enacted, there is no clear implementation of

this law.

The study aims to find the significant differences in each of the business practices

of second-hand garment by the number of years in business and the indicators of

sustainability of second-hand garment business when grouped according to the number of

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years in business, and the significant relationship between the sustainability of

secondhand garment business and the business practices of secondhand garment.

The number of years in business has an impact to sustainability in terms of

environmental resource efficiency but not with corporate social responsibility and

profitability. The store owners’ level of perception of business practices of second-hand

garment in terms of environmental and economic areas are significantly related to

sustainability of second-hand garment but not in social area of business practices. It was

found out that economic area is the most significant predictor and has the greatest impact

in the sustainability of the second-hand garment business.

According to Veronica L. Isla (2013) Baguio City’s Session Road was the only

well-known hub of second hand clothing shops in Luzon. The geographical coverage of

the trade. It shows that a nation’s particular discourse is an expression of its socio-

economic context. However, since the used clothing trade is a global phenomenon that

transcends national boundaries, used clothing traders, retailers, and consumers unite in

challenging the beliefs driven by institutions that regulate and compete with this trade.

The response of these institutions has blurred the boundaries separating the formal and

informal, the legal and illegal, and the Philippines exemplifies this.

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 CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the method which was used in gathering and compiling

information about the Factors Influencing the Patronization of Secondhand Clothing

among the Tourist of Baguio. It also discusses the tool and procedure that we use in

gathering the data and statistical treatment used in analyzing and interpreting the data.

RESEARCH DESIGN

This research adopted a descriptive research design to investigate the factors

influencing the patronization of secondhand clothing among the tourist of Baguio.

Descriptive research determines the practices and gathers information.

LOCALE OF THE STUDY

This study will be conducted by the researchers at Baguio City Night Market.

RESEARCH INSTRUMENT

A self-determined questionnaire was used as the research instrument in this

research. The questionnaire sought information for the data gathering process to get

quantitative data. The research is divided into two parts:

Part I- Letter to the Respondents

Part II- Questionnaires

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CONTROL of EXTENEOUS VARIABLE

The data that will be gathered will be treated statistically using frequency and

percentage. The collected data will be tabulated. The data gathered were the Factors

Influencing the Patronization of Secondhand Clothing among the Tourist of Baguio. The

presentation of the data will be shown through frequency counts and the tabulated data

will be presented in ascending order. Also graphs will be used to illustrate the

summarized findings from the research.

The following formula will be used to compute the percentage (P):

𝑓
𝑝= 𝑥100
𝑛

Where in: P=Percentage f= Frequency n= total amount of items in your data

Weighted Mean it is to measure of central tendency it will present the average of the data.

∑ 𝑓𝑖 𝑥𝑖
𝑥̅ =
∑ 𝑓𝑖

Where, x¯x¯ = weighted mean.

xi = x1,x2,x3 = Items given.

and fi = f1,f2,f3,= Frequencies corresponding to the given items.

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 BIBLIOGRAPHY

1) lucy Norris (2012) Trade and Transformation of Second Hand clothing Retrieved

from

https://www.researchgate.net/publication/262820272_Trade_and_Transformation

s_of_Secondhand_Clothing_Introduction

2) Francis Villa (2018) A Study of Clothing Purchasing Behavior By Gender with

Respect to Fashion and Brand Awareness retrieved from

https://ejournals.ph/article.php?id=7088

3) Veronica L. Isla (2013) Investigating second-hand fashion trade and consumption

in the Philippines: Expanding existing discourses retrieved from

https://journals.sagepub.com/doi/abs/10.1177/1469540513480167

4) Agra Florence Emefa (2015) The Impact of the Use of Second-Hand Clothing on

the Garment and Textile Industries in Ghana: A Case Study of the Ho

Municipality retrieved from

https://www.iiste.org/Journals/index.php/RHSS/article/view/27090

5) James S. Apolinar (2015) Sustainability of second-hand garment business

retrieved from https://nbmconference.files.wordpress.com/2017/11/78-92.pdf

6) Esther Katende (2017) The Impact of Second Hand Clothes and Shoes in East

Africa retrieved from http://www.cuts-geneva.org/pdf/PACT2-STUDY

The_Impact_of_Second_Hand_Clothes_and_Shoes_in_East_Africa.pdf

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