MATH Chapter1 To 3

UNIVERSITY OF PERPETUAL HELP SYSTEM – JONELTA
OLD NATIONAL HIGHWAY, BINAN, LAGUNA

COLLEGE OF BUSINESS AND ACCOUNTANCY
FACTORS OF EXPERIENCES TO THE BRAND LOYALTY ON

CONSUMER’S BUYING BEHAVIOR
A Thesis
Presented To
The Faculty of the College of Arts and Sciences
University of Perpetual Help System Laguna
Sto. Niño, Biñan City, Laguna
In Partial Fulfillment
Of the Requirements for the Subject
Mathematics in the Modern World
By
Maricel F. Cleofe
Alyssa Camille C. Panday
Sweetzel Mae C. Sandoval
March 2020
Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
A brand is much more than a mark, word, design or icon, it's the identifiable
impression a product or company elicits. Given its intangible nature, brands are an asset
for business that drive commercial value. Brands exist in the mind of consumers. It
resides in everybody's thoughts who experiences them: staff, investors, the media, and,
perhaps most especially, customers. Brand loyalty is by nature the consumer's
emotionally driven purchase behavior to buy a particular brand repeatedly. The customer
recognizes that the brand fulfills their needs and is personally identifiable with the
consumer.
Market competition can be intense, especially in markets with strong competitors
and when consumer purchasing is declining. Businesses develop various creative
marketing strategies to build brand loyalty, such as reward and loyalty programs,
bonuses, seminars, and brand ambassadors. Those who are loyal to a particular brand do
not purchase a substitute brand in case the preferred brand is unavailable (Shaw, 2018).
When it comes to the things they want to buy, customers have endless options and yet
ninety percent is reported as being brand loyal (Kopp, 2019). On the other hand, brand
loyalty has very little to do with pricing, or money. Brand loyalty's all about how
customers see your brand (Doyne, 2019). Brand loyalty establishes ambassadors and
enables you retain long-term customer retention as long as you can give your customers
an experience they're not going to find anywhere; you can keep them (Aboulhosn, 2019).
This purchasing behavior and decision-making process can often be conscious or
unconscious, but it's always reliant on assurance that the brand can live up to the
expectations of the customer for it (Gunelius, 2018). Retention of existing customers is
always better than gaining new ones, and brand loyalists are not just repeat buyers. In the
overly-connected world of today, a simple suggestion would have far greater influence,
pointing to a mouth marketing world to leverage on trade opportunities (Matt, 2020).
Having repeated the above brand loyalty theories, 36.5 percent of customers said they
would invest more on products if they were loyal to a brand, even if they could find
cheaper options elsewhere. Besides buying more, 59. 3 percent of brand loyal customers
will also recommend to their family members and friends the brands that they support,
setting up a new community of future brand loyalists (Bitran, 2019).
The researchers will seek the factors of experiences to the brand loyalty on
consumer’s buying behavior. The researchers believe that this study will give business
entrepreneurs a better idea of how brand loyalty helps the business establish customer
retention despite of the overwhelming maket competition. Business entrepreneurs will
also gain insights as to what matters most to the customers that are being studied.
Theoretical Framework
This study will be postulated on The Commitment-Trust Theory of Relationship
Marketing developed by Robert Morgan and Shelby Hunt in 1994. Trust and
commitment are the key variable to this theory as it is conceptualized as a fundamental to
the relationship marketing model for relationship mediators. It suggests that trust
promotes commitment, as a reliable partner is so highly regarded that a consumer of the
community participates in the relationship.
Marketing relationships involve developing consumer relationships by satisfying
their needs and fulfilling commitments. Trust is the security each parties have in the
relationship; the selected business brand will not do anything negative or risky.
Enterprises build confidence by standing behind their commitments. The commitment
indicates a long-term ability to maintain a trusted relationship. The commitment causes
the business to invest constantly in the development and maintenance of relationships
with its customers.
Operational Framework
The operational framework will be postulated in the Theory of Trust and
Commitment in Marketing Relationships, which shows how trust and commitment
influence the buying behavior of a consumer. According to Morgan and Hunt (1994), in
able to be successful, trust and commitment must exist in a relationship between the
seller and customer. For example, if the seller meets the need of a customer and is able to
fulfill its commitment, the customer will trust the business and be loyal to the brand.
They also suggested that these two fundamental factors are the key mediators in the
exchange between participants, which essentially lead to the development of relational
cooperation.
In this study, the trust and commitment contributes to the consumer's buying
behavior. Through this, the Theory of Trust and Commitment in Marketing Relationships
would be helpful to the researchers in order to get an idea on how the factors of
experiences to the brand loyalty affect the consumer's buying behavior.
Operational Model
The brand loyalty may differ according to age, gender, daily allowance,
attractiveness, credibility, fame, customer satisfaction, and service. The operational
framework presents the outcome of brand loyalty to the respondents' buying behavior.
This study wanted to find out factors of experiences to the brand loyalty on consumer’s
buying behavior.
Statement of the Problem
This study will focus to determine the factors of experiences to the brand loyalty on
consumer's buying behavior. Specifically, this study will aim to answer the following
questions:
1. How can the buying behavior of the respondents’ socio-demographic profile be
described in terms of: 1.1 age
1.2 gender; and
1.3 daily allowance
2. How can the factors of experiences to the brand loyalty be described in terms of: 2.1
attractiveness/appeal 2.2 credibility
2.3 fame
2.4 customer satisfaction; and
2.5 service
3. Is there any significant difference on consumer’s buying behavior when grouped
according to their profile variables?

4. Is there any significant difference on factors of experiences to the brand loyalty when
grouped according to their profile variables?
5. Is there any significant relationship between the factors of experiences to the brand
loyalty and consumer’s buying behavior?
Statement of Hypothesis
Based on the identified problems, the researchers will test the following hypothesis:
H0 = There is no significant difference on consumer’s buying behavior when grouped
according to their profile variables
H0 = There is no significant difference on factors of experiences to the brand loyalty on
consumer's buying behavior when grouped according to their profile variables. H0 =
There is no significant relationship between the factors of experiences to the brand
loyalty and consumer’s buying behavior.
Assumptions of the Study
The researchers based this study on the following assumptions:
1. The respondents socio- demographic profile can be described in terms of three
variables such as age, gender and daily allowance.

2. The factors of experiences to the brand loyalty of the buying behavior of consumers be
described in terms of:
2.1 attractiveness/ appeal- if a consumer experience satisfaction, attractiveness or appeal
to a brand product, a consumer would always buy that product.
2.2 credibility- buying behavior of a consumer depends on the credibility of a brand
product.
2.3 fame- the fame or popularity of a brand affects the buying behavior of the consumers.
2.4 customer satisfaction- if customer expectations meet or surpass of how product and
services of a brand supplied by a company, a consumer would likely to buy that brand
product.
2.5 service- buying behavior of the consumers depends on a valuable action, deed, or
effort performed to satisfy their need or to fulfill their demand.
Scope and Delimitations
This study mainly focused on finding out factors of experiences to the brand loyalty
on consumer’s buying behavior. The socio-demographic profile of the respondents covered
age, gender, and daily allowance. The factors of experiences to the brand loyalty of the
buying behavior of consumers was described in terms of attractiveness/ appeal,
credibility, fame, customer satisfaction, and service.
A survey was conducted from March 2020 to April 2020 consisted of 148
respondents only. Random sampling technique and Quota sampling technique was used
wherein each sample has an equal probability of being chosen. The respondents came
from the Senior High School students of University of Perpetual Help System – Laguna
that were currently enrolled during the Academic Year 2019-2020.
Significance of the Study
This study could be immensely beneficial to senior high school students for it
may inform them how their experience to a brand product affects their buying behavior.
The researchers sincerely believe that this study will immensely help the
consumers to
take the factors in determining what brand product they should avail and it also helps the
consumers to know how it is important to take full responsibility in purchasing product.
The results of this study will help the entrepreneurs how the experiences to a
brand affects consumer's buying behavior. It will also give them insights on what
products they should have for the data will give them knowledge on how to start a
business and how to stand out against their competitors.
The findings of this quantitative inquiry will also benefit future researchers as
they may come up with a more profound study about brand loyalty and the demographic
factors that affect the consumers’ choice of product. It will also serve as a reference that
will give them a background related to the aforementioned topic.
The totality of this undertaking will greatly help the researchers to enhance their
communication and socialization skills through the process of data gathering. It will also
help them develop new knowledge and skills that can be used in the future.
Definition of Terms
Factors is a fact or situation that influences the result of something.
Experiences is a particular instance of personally encountering or undergoing something.
Brand is a type of product manufactured by a particular company under a particular
name.
Loyalty is the quality of staying firm in your friendship or support for someone or
something.
Brand Loyalty is the positive association consumers attach to a particular product,
demonstrated by their repeat purchases of it.
Consumer is a person who buys goods and services. This study will particularly focus on
the Senior High School students from University of Perpetual Help System-Laguna as the
consumer.
Behavior is the way of a person acts or behaves.
Buying behavior is the sum total of a consumer's attitudes, intentions, decisions, and
preferences regarding the consumer's behavior in the marketplace when purchasing a
product or service.
Age refers to how long that a person has lived or thing has existed. In this study, it refers
to the average of time during which the respondents have lived.
Gender signifies the characteristics pertaining to the masculinity or femininity of a
person. In this study, it refers to the state of being male or female of the respondents.
Daily allowance is the amount of money that an employee is authorized to on a daily
basis. In this study, it refers to the amount of money that respondents have.
Attractiveness is how appealing or pleasing a person's physical features and beautiful is.
Credibility is defined as believability or trustworthy.
Fame is the state of being known or recognized by many people because of
achievements, skills, etc.
Customer Satisfaction is a reflection about how a company's provided products and
services meet or exceed customer expectations.
Service is a valuable action, deed, or effort performed to satisfy a need or to fulfill a
demand.
Brand is a type of product manufactured by a particular company under a particular
name.
Marketing is the act of promoting or selling a product or service.
Customer Retention helps ensure that the consumers acquired by an entity keeps on
buying more of their products.
Product is the item offered for sale.
Senior High School Student in this study refers to the Grade 11 and Grade 12 students
of University of Perpetual Help System – Laguna.

Chapter 2
REVIEW OF RELATED LITERATURE
This chapter shows an exhaustive exposition of related literature that the
researchers consulted to give support and credence to the quantitative inquiry. The
researchers aim to present a thorough treatment of the problem and a better explanation
of the research by exploring different viewpoints and perspectives that are anchored to
factors of experiences to the brand loyalty on consumer’s buying behavior. Concepts,
findings, theories, and notions from scholarly articles that are related to the topic will be
presented to provide an extensive background of the study and to justify the objective of
the research in this undertaking. This also provides a synthesis of related literature which
later on may be confirmed, negated, or improved by the new knowledge that this study
provided.
Gender
According to Mitchell and Walsh (2011), males and females want different
products, and are likely to have different ways of what to choose and obtaining these.
Gender has a significant role to play in consumer behaviors due to the differences of
expectation. Solomon (2010) proposed that goods are of a sex or androgynous nature.
Sex-type describes a commodity that takes on characteristics of men or women.

Daily Allowance
According to Singh (2015), money is used to buy needs and wants of people. It is
a medium exchange, unit of account and store of value. According to Kumar (2015), it is
necessary for the students to budget their daily allowance given by their parents as they
do not have the capacity to generate money on their own, yet. But due to the continuous
released of different products on the market and the persuasiveness of a celebrity
endorser they tend to forget their responsibility in handling money.
Attractiveness
According to So et al., (2017), the brand-management literature has long accepted
the significance of maintaining brand identity. Nevertheless, prior empirical research has
largely ignored the attractiveness of the brand in establishing such identification in
consumers ' minds. Brand attractiveness reflects in the ability of a brand to attract
customers, and in the desire of the consumer to buy. The level corresponds to the brand's
potential for success.
Credibility
According to Gupta (2012), credibility is the state of being confident that
something or someone is reliable and true. According to Koo (2012), credibility is how
the consumer believes the quality of a name brand is accurate to their wants.
According to Wahid (2012), the consumer's perception towards the brand loyalty
has a direct relationship with the credibility of the brand itself. According to Jespersen
(2017), buying behavior of a consumer depends on the credibility of a brand product.
Fame
According to Taylor (2018), brand's first choice driver is fame. Fame helps build
'mental availability, ' which ensures that at the moment of choice a brand is quickly
recognized. For business-to-business marketing, mental availability is key, and not just
consumer marketing. According to Hollis (2017), individuals are honored when they do
something noteworthy and become famous. And likewise, brands are popular when they
give something noteworthy to their potential consumers. Many brands are so remarkable
that they do not even need advertisements to make a name for themselves. According to
Boyd (2014), a broader understanding of brand popularity is required to be an effective
marketer
Customer Satisfaction
As stated by McKinsey (2015), 70% of the customer satisfaction is dependent on
how the consumer feels they are being treated. In other words, 70 percent of the market is
about how you make your customers feel. He also states that through creating an
experience that is consistent and cohesive across the variety of touch points and that
communicates with consumers at a deeper level of sense, the business can climb the
ladder of the economy of experience, away from the fear of commoditization, and build
the foundation of loyal customers.
According to the study of Sahin Dölarslan, E. (2014), both customer satisfaction
and perceived value directly influence the loyalty behaviors. Perceived value and
customer satisfaction were found to influence loyalty behaviors including repurchase
intention, word-of-mouth marketing and willingness to pay more. It found that between
customer satisfaction and loyalty behaviors at the lower income and education level was
higher for females, teenagers and those customers. On the other hand, for older customers
with more education and income, regardless of gender, the association between perceived
value and loyalty behaviors was stronger.
Service
According to Bhargava (2015), service quality is seen as the efficiency of the
performance management system, especially in the case of pure service systems. In
addition, the quality of service is related to consumer satisfaction. Quality of service is a
consumer experience. Nevertheless, consumers form opinions about quality of service not
only from a single reference but from a number of contributing factors.
According to Choudhuri (2016), quality of service has become one of the most
significant subsequent variables in the service sector. Considering different customer
needs and requirements, like any other service provider life insurers also always seek to
provide their customers with a higher quality of services to satisfy them. According to
Cockrell (2018), a long-term strategy that seeks to distinguish the products or services of
a business by determining how well a customer service provided meets or exceeds the
standards of that good or service of a customer.
Factors affecting buying behavior
According to Vennon (2007), customer buying behavior can be influenced by
different factors such as beliefs, society follows own norms, culture, and values. In every
different stage of life, our preference can change because of our age, needs, lifestyle and
psychological factors. Social influence clearly molds buying behavior that affects through
the reference of social status.
Getting the customer to have a good memory to the products or services is a kind
of careful task as it is important. Trends are an expression of market trends, that powerful
force that every business would want to be able to foresee. People have memory and they
also use it when they are shopping or in buying products. Thus, customer experience is
very important in purchasing intent (Carrasco, 2018).
Consumer Buying Behavior
According to Lancaster (2002), being aware of a consumer’s buying behavior
would be an advantage on the tight competition in the market. According to Dudovskiy
(2015), buying behavior of a consumer is tremendously studied by many marketers and
researchers. There are different factors why they choose the topic of consumer buying
behavior. According to Kotler & Keller (2012), the most frequent reason of researchers is
that consumer buying behavior affects the overall sales of a company.
According to Acebron (2000), consumer buying behavior is the end result before
a consumer decides in the marketplace before buying products. The main objective of
doing researches about consumer buying behavior is to understand how consumers select,
purchased, used, and disposed products. Experience, price, and brand are what affects
buying behavior of a consumer as these are what they based on.
According to Bhasin (2018), marketing and advertising changed the buying
behavior of a consumer. Since consumer has many criteria when buying products,
marketer tries to entice the consumers before the actual purchase as consumer bought
products he is well aware of by being heavily marketed.
Brand Familiarity
According to the research conducted by market research firm Nielsen (2013), an
approximate 80 percent of Filipino consumers will buy new products from familiar
brands instead of switching to a new brand. It shows that brand familiarity is one of
several key features that highly resonate with consumers all over the world. Nielsen chief
stated that marketers and distributors will ensure that they identify unmet consumer
needs, communicate effectively, deliver distinct product developments and execute an
optimized marketing strategy in order to deliver successful new products. The study also
shows 52 percent Filipino consumers express willingness to pay a premium price for a
new product. While 83 percent of Filipino respondents say word-of-mouth advice from
family and friends and 82 percent advice from a professional or expert are the most
persuasive source of new product information, receiving a free sample (75 percent),
traditional television advertising (72 percent) and active Internet searching (69 percent)
remain influential.
Brand Quality
In spite of the flood of cheap products on the market, the Filipinos were willing to
pay more for brands that they believed were reliable, durable and of better quality. This
was valid not only for people with more money to spare but for people in lower-income
groups as well. Kantar Worldpanel Study suggested Filipino consumers were actually
more discerning. They were willing to pay higher prices for branded products they
believed offered value for money. According to Philippine Households’ FMCG
Spending, higher prices were associated with better quality by 62 percent of respondents,
and 84 percent said they purchased well-known and trusted brands.
The Role of the Brand
According to Tabaku & Elvira (2018), brands today play a variety of significant
roles that alleviate the lives of consumers and optimize corporate financial value. They
are important to marketers by creating and communicating brand stories to make their
products appealing and relevant to consumers. In order to be successful in branding
campaigns and to build brand value, customers need to be persuaded that there are
meaningful differences in product or service category among brands. The label variations
often apply to the product's own characteristics or benefits.
According to Kotler & Keller (2012), Brands are involved in differentiating
between products or services. Marketers are tasked with teaching consumers whoever the
product is, what it does and why consumers should care about it. They do this by giving it
a name and other distinguishing brand elements. The brand's power lies in its position in
creating mental constructs that help consumers coordinate their awareness of products
and services in a way that clarifies their decision making and gives the firm value
Philippines' Most Chosen Brands
According to Tabaku & Elvira (2018), Brands play an important role in today's
business and trade. Their position has achieved massive significance from the twentieth
century, though many centuries ago traces of brands have been identified. According to
Escalona (2018), It's always convenient to go local when it comes to buying products.
But what's even cooler is not only to help homegrown products, but also because they're
really great to start with from food to skin care.
According to Duterrage (2018), for the 3rd straight year Lucky Me continues to
be the most picked brand in the Philippines. According to Brand Footprint, the annual
report by Kantar World panel and its ranking of most selected brands worldwide, Lucky
Me has managed to be purchased 812 million times by shoppers in the shelves. Number 1
brand, Lucky Me, has the largest number of households bought, reaching 98 per cent of
Filipino homes. At the same time, people buy it 36 times a year. Nescafe and Surf follow
the brand, who are also the most picked brands in beverage and home care, respectively.
In the Philippines, the top 10 most favored brands also include Silver Swan (# 4) and
Palmolive (# 5). Bear Brand has established presence in 87 per cent of Filipino
households and has climbed 2 places to become the country's sixth most selected brand.
Synthesis of Reviewed Related Literature
The related literature and studies which have been conscientiously organized and
presented directed the researcher in conceptualizing the study. Initially, the researchers
were enlightened by the notion of Mitchell and Walsh (2011) which stated that Gender
has a significant role to play in consumer behaviors due to the differences of expectation.
According to Singh (2015), money is used to buy needs and wants of people and Kumar
(2015) stated that it is necessary for the students to budget their daily allowance given by
their parents as they do not have the capacity to generate money on their own, yet.
Studies of So et al., (2017) have shown Brand attractiveness reflects in the ability
of a brand to attract customers, and in the desire of the consumer to buy. The brand-
management literature has long accepted the significance of maintaining brand identity.
While in studies of Gupta (2012), Koo (2012), Wahid (2012), and Jespersen (2017) stated
that the consumer's perception towards the brand loyalty has a direct relationship with the
credibility of the brand itself and it is accurate to their wants. However, according to
Taylor (2018), Hollis (2017), and Boyd (2014) reported the brand's first choice driver is
fame and a broader understanding of brand popularity is required to be an effective
marketer. According to the research conducted by market research firm Nielsen (2013),
an approximate 80 percent of Filipino consumers will buy new products from familiar
brands instead of switching to a new brand. Kantar Worldpanel Study and Philippine
Households’ FMCG Spending stated higher prices were associated with better quality by
62 percent of respondents, and 84 percent said they purchased well-known and trusted
brands.
A survey of McKinsey (2015) found that 70% of the customer satisfaction is
dependent on how the consumer feels they are being treated. Both customer satisfaction
and perceived value directly influence the loyalty behaviors and it found that the lower
income and education level was higher for females, teenagers and those customers. On
the other hand, for older customers with more education and income, regardless of
gender, the association between perceived value and loyalty behaviors was stronger
(Sahin Dölarslan, E., 2014). Service quality is seen as the efficiency of the performance
management system and has become one of the most significant subsequent variables in
the service sector according to Bhargava (2015), Choudhuri (2016), and Cockrell (2018).
Vennon (2007) implied customer buying behavior can be influenced by different
factors such as beliefs, society follows own norms, culture, and values and Carrasco
(2018) stated customer experience is very important in purchasing intent. Lancaster
(2002), Kotler & Keller (2012), Acebron (2000), and Bhasin (2018) suggested that being
aware of a consumer’s buying behavior would be an advantage on the tight competition

in the market and marketing and advertising changed the buying behavior of a consumer.
Tabaku & Elvira (2018), Kotler & Keller (2012) and Tabaku & Elvira (2018) implied the
brands today play a variety of significant roles that alleviate the lives of consumers and
optimize corporate financial value and involved in differentiating between products or
services. Escalona (2018) stated that it's always convenient to go local when it comes to
buying products, while Duterrage (2018) and Kantar World panel reported that Lucky Me
continues to be the most picked brand in the Philippines followed by Nescafe and Surf
which are also the most picked brands in beverage and home care.
Gaps to be Bridged by the Present Study
From the review of related literature and studies previously presented in this
chapter, it was found out that the relationship between experiences on brand loyalty and
consumers buying behavior has been a subject for numerous researches for decades.
However, there was still a lack of studies showing the explanation of this condition
specifically among Senior High School students since it is a recently implemented
curriculum in the Philippines. This study aimed at addressing this gap by focusing on the
struggles of these students.
Chapter 3
RESEARCH METHODOLOGY
This chapter will discuss the research design and methodology of the study. It will
present how the procedural operations of the research problem of this study will be
answered.
Research Design
This study will utilize quantitative non-experimental descriptive correlational
research design whose primary purpose is to describe the relationship or interaction
between two variables without causing a causal connection (Siegle, 2015). By employing
correlational research design, researchers determine whether an increase or decrease in
one variable significantly influences the increase or decrease of another variable, without
concluding causation (Kalla, 2011). According to Creswell (2009), this research design
provides a non-obstructive approach to the inquiry that resulted in the identification of a
significant relationship between studied variables.
Sources of Data
In this study, the majority of the data are gathered through questionnaires which
have been answered by 148 students who are experiencing adhesion in their buying
behavior. To provide an in-depth background and meaningful answers to the research
problems, the researchers also reviewed related literature and studies specifically by
consulting and citing books, periodicals, published theses, and dissertations, and online
journals.
Respondents of the Study
The respondents composed of one hundred and forty-eight (148) Senior High
School students from University of Perpetual Help System- Laguna, sampled from those
who are experiencing changes in their buying behavior enrolled during the Academic
Year 2019-2020.
The researchers are able to come up with one hundred and forty-eight respondents
using random sampling technique and quota sampling technique wherein the assembled
sample has the same proportions of individuals as the entire population with respect to
known characteristics, traits or focused phenomenon. The number of respondents may
increase when the saturation point is not yet reached.
Instrumentation and Validation
The present study will utilize survey techniques containing closed questionnaire
where the respondents selectively choose their answers on the given questions. The
questionnaires to be used in measuring the independent variable. The instrument
developed by the researchers will comprise of (2) parts which answer the three stated
research questions: Scale 1 will focus on the respondent’s social-demographic profile,

and Scale 2 will cover the students' buying behavior. Since the questionnaires are self-
constructed, the researchers will seek for the approval of their research adviser to obtain
recommendations necessary for ensuring its content validity.
Evaluation and Scoring
The options that will be used for questionnaires are based on numerical responses
that are arranged from 4 as the highest assigned point to 1 being the lowest assigned
point. Factors of experiences to the brand loyalty on consumers buying behavior will be
measure using the following measures:
Scale Range Categorical Response Verbal Interpretation
4 3.51-4.00 Strongly Agree Very High
3 2.51-3.50 Agree High
2 1.51-2.50 Disagree Low
1 1.00-1.50 Strongly Disagree Very Low
Data Gathering Procedure
After validating the tools for data collection, permission to gather necessary data
will be sought by the researchers from the Dean of College of Business and Accountancy
and Office of Senior High School Director of University of Perpetual Help System.
Subsequently, the researchers will also explain the purpose of the study too and ask
consent from the parents of the respondents. During the gathering data, instructions of the
survey will be discussed clearly and the procedure of filling the scale will be clarified.
The researchers will then collect the answered questionnaires and the data gathered will
be analyzed and interpreted using statistical treatment.
Treatment and Analysis of Data
After data gathering, the results have been tabulated and ranked. The statistical
tools used in analyzing this quantitative study include the calculation of frequency,
percentage, and rank.
Two sub-variables described the dependent variable which is the buying behavior
of the respondents: the buying behavior of the respondents enrolled during Academic
Year 2019-2020. Different statistical tools will be used in the two variables. The former
utilized the mean and standard deviation, while the latter will utilize the frequency,
percentage, and rank.
Analysis of variance and/ or T- test difference between factors of experiences to
the brand loyalty and consumers’ buying behavior. And the relationship between factors
of experiences to the brand loyalty and consumers’ buying behavior.

Ethical Consideration
The researchers will complete the study heeding ethical considerations
particularly on asking permission to its respondents and to the school administrators. At
first, the permission will be requested from the Dean of College of Business and
Accountancy and Office of the Senior High School director of the University of Perpetual
Help System Laguna down to its Research Review board to inspect and to avert possible
harmful effects of the study to the respondents. A consent form will be given to all the
respondents informing him or her right to rescind from the study at any time. An absolute
confidentiality is assured and since the respondents are minors, the consent form from
their parents will also be secured.
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university/26651

MATH Chapter1 To 3

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MATH Chapter1 To 3

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UNIVERSITY OF PERPETUAL HELP SYSTEM – JONELTA

OLD NATIONAL HIGHWAY, BINAN, LAGUNA

FACTORS OF EXPERIENCES TO THE BRAND LOYALTY ON

THE PROBLEM AND ITS SETTING

perhaps most especially, customers. Brand loyalty is by nature the consumer's

Market competition can be intense, especially in markets with strong competitors

and when consumer purchasing is declining. Businesses develop various creative

This purchasing behavior and decision-making process can often be conscious or

expectations of the customer for it (Gunelius, 2018). Retention of existing customers is

pointing to a mouth marketing world to leverage on trade opportunities (Matt, 2020).

setting up a new community of future brand loyalists (Bitran, 2019).

retention despite of the overwhelming maket competition. Business entrepreneurs will

This study will be postulated on The Commitment-Trust Theory of Relationship

commitment are the key variable to this theory as it is conceptualized as a fundamental to

promotes commitment, as a reliable partner is so highly regarded that a consumer of the

community participates in the relationship.

Marketing relationships involve developing consumer relationships by satisfying

Enterprises build confidence by standing behind their commitments. The commitment

indicates a long-term ability to maintain a trusted relationship. The commitment causes

the business to invest constantly in the development and maintenance of relationships

with its customers.

The operational framework will be postulated in the Theory of Trust and

Commitment in Marketing Relationships, which shows how trust and commitment

exchange between participants, which essentially lead to the development of relational

experiences to the brand loyalty affect the consumer's buying behavior.

attractiveness, credibility, fame, customer satisfaction, and service. The operational

Statement of the Problem

1. How can the buying behavior of the respondents’ socio-demographic profile be

described in terms of: 1.1 age

1.2 gender; and

1.3 daily allowance

attractiveness/appeal 2.2 credibility

2.4 customer satisfaction; and

3. Is there any significant difference on consumer’s buying behavior when grouped

according to their profile variables?

grouped according to their profile variables?

loyalty and consumer’s buying behavior?

H0 = There is no significant difference on consumer’s buying behavior when grouped

according to their profile variables

H0 = There is no significant difference on factors of experiences to the brand loyalty on

consumer's buying behavior when grouped according to their profile variables. H0 =

There is no significant relationship between the factors of experiences to the brand

loyalty and consumer’s buying behavior.

Assumptions of the Study

The researchers based this study on the following assumptions:

1. The respondents socio- demographic profile can be described in terms of three

variables such as age, gender and daily allowance.

described in terms of:

2.1 attractiveness/ appeal- if a consumer experience satisfaction, attractiveness or appeal

to a brand product, a consumer would always buy that product.

2.2 credibility- buying behavior of a consumer depends on the credibility of a brand

effort performed to satisfy their need or to fulfill their demand.

Scope and Delimitations

on consumer’s buying behavior. The socio-demographic profile of the respondents covered

buying behavior of consumers was described in terms of attractiveness/ appeal,

credibility, fame, customer satisfaction, and service.

that were currently enrolled during the Academic Year 2019-2020.

Significance of the Study

consumers to know how it is important to take full responsibility in purchasing product.

business and how to stand out against their competitors.

will give them a background related to the aforementioned topic.

Factors is a fact or situation that influences the result of something.

Experiences is a particular instance of personally encountering or undergoing something.