Chapter 1

INTRODUCTION

Background of the study

By the few past decades, people’s way of living, especially in terms of purchasing

products and services, has significantly changed and improved. Consumers used to shop

at physical stores like large shopping malls and many still apply the same method of

purchasing [CITATION HSI09 \l 1033 ]. However, with emergence of the technology called

internet, purchasing has become expansive. Consumers are able to shop via internet using

several social media and different website [CITATION TOO \l 1033 ]. Social media are web

based services which are also known as “Social Networking sites” refer to network of

relationship and interaction along different users (groups or individuals) [CITATION

KEM03 \l 1033 ]. This type of shopping mode can come in several names such as online

shopping and Internet shopping, all refers to the process of purchasing products or

services via the internet using several social media and different websites [CITATION

LIN02 \l 1033 ]. Social media have played an important role in reading this phenomenon

faster [CITATION HEN10 \l 1033 ].

Social media support users in several sectors, including business, marketing,

advertising and education. From business perspective, businesses and buyers can interact

directly by social media with other, and there by find whatever products and services they

are looking for. Interacting with consumers on social media grants high probability in

turning potential consumer into real shoppers. In addition, social media encourages

1
promotion and sharing of buyers purchase experiences among friends by giving their

feedback towards a purchased product [CITATION PAR13 \l 1033 ].

Another study of Miller stated in his research that social marketing has made very

important role in persuading consumers to buy online [CITATION MIL10 \l 1033 ]. He found

that 70% of consumers are visiting Social Media to get useful information, 49% of them

made the decision to buy certain product and 60% of consumers prefer to share their

information about the products with others online. However, the actual transactions of

purchasing processes occur for only 7% of consumers [CITATION MIL10 \l 1033 ]. The

overall online purchasing process has enabled 875 million consumers to boost the

percentage of other online shoppers to 40% in the recent two years due to the

recommendations posted in different SM about products. For instance, 41% of users buy

books, clothes, accessories and shoes (36%), videos, DVDs and games (24%), airline

tickets (24% ) and electronic equipment (23% ) [CITATION ACH08 \l 1033 ].

In the Philippine context, there are limited number of literatures that directly

connect the use of social media to buying behavior, especially those that look into the

senior high student and their buying preferences. In addition, the International research

conducted on this topic does not provide evidence that the social media usage completely

change the buying behaviors of consumers. It is in this light that the purpose of this study

to determine whether social media usage possess any significant relationship with the

buying behavior of grade 11 students of Sibonga National High School.

2
Statement of the problem

This study aims to determine the relationship of social media and the buying

behavior of the grade 11 students in Sibonga National High School.

Specifically, this study intends to:

a. Determine the demographics of the students in terms of

i. Sex;

ii. Strand; and

iii. Social Status;

b. Determine the profile of the student’s social media usage in terms of

i. Forms of social media used; and

ii. Frequency of social media usage;

c. Determine the buying behaviors of the grade 11 students in Sibonga National High

School; and

d. Determine a significant relationship between the social media usage of the students

and their buying behavior.

Statement of Alternative Hypothesis

Ha1 There is a significant relationship between the frequencies of social media

usage to Consumer Buying behavior.

Significance of the study

This study aims to determine the relationship of social media and the buying

behaviors of the grade 11 students in Sibonga, National High School. This study will

3
impart information about the usage of social media and its significant relationship with

the buying behaviors. It will also allow readers to evaluate their social media usage and

buying behaviors. This research will also be of benefit to the following:

a. Students/Consumers

Students as the consumers will benefit the research as it will give information

about social media usage and its effects on their buying behavior.

b. Teachers and the faculty

This will also allow teachers and the staffs to evaluate themselves in terms of

their buying behaviors and social media for improved buying experience.

c. Future Researchers

This research will serve as ground or basis of further research in the chosen

field.

Scope and Limitations

This study aims to determine the effect of social media in buying behavior of the

grade 11 students in Sibonga National High School. This study wants to determine social

media usage’s relationship with the buying behaviors of the students. This research does

not want to look into the changes that the social media usage does on the buying behavior

of students.

4
Definition of terms

Buying behavior – It is the complex attitude of consumers towards various aspects of the

market that needs to be understood by experts to produce effective marketing plans.

Consumers – They are the audience and play the role as buyers in the market place.

They are also the target audience of the study.

Consumer Attitude – It is the act of consideration of a consumer towards a certain

product or service.

Extensive Decision Making Customer – This type of customer requires high

involvement in buying decision making.

Impulsive Decision Making Customer – This type of customer includes no conscious

planning.

Limited Decision Making Customer – This type of customer buys products

occasionally. It requires a certain amount of time to gather information on a certain

product.

Routine Response Customer – It includes a habitual purchase of low cost items. It is

purchased automatically which need very little decision effort.

Social Class - It comprises all those sharing similar life chances based on their economic

interests, such as their ownership of capital or their occupation position.

Social Media – It is the context or medium in which online buying transactions take

place.

5
 Chapter 2

Review of related Literature

In the Philippines setting, there are a limited number of literatures that connects

directly with the use of social media to their buying behavior, most important to the

senior student and their buying preferences. Hence, the international research conducted

on this topic does not provide evidence that social media usage completely affect the

buying behaviors of consumers. The purpose of this study is to determine whether social

media possess any significant relationship with the buying behavior of grade 11 students

of Sibonga National High School.

Social Media Definition

Social Media is a cheap and convenient context of information gathering done by

various users with different purposes on a certain idea [ CITATION Dwi15 \l 1033 ] . Many

consumers have engaged in social media usage for various purposes. It is convenient on

online social network proactively [ CITATION Tia14 \l 1033 ] . Thus, consumers use it for

buying decision making. Three social media sites where found commonly used by

consumers to shop online. These social media sites are Facebook, Twitter and Instagram [

CITATION AlD15 \l 1033 ] . By using social media, consumers are able to criticize and

investigate products through feedback from other customers [CITATION Ioa14 \l 1033 ].

Buying Behavior Definition

A consumer’s decision making process is greatly affected by his sociological

aspect [ CITATION Ali16 \l 1033 ]. Consumers are affected by several factors when it comes

to using social media in buying online. According to [ CITATION Con04 \l 1033 ] , there are

6
five factors. These factors are Design factors, Information Factors, Psychological Factors

and Cultural Factors [ CITATION Con04 \l 1033 ]:

Information factors refers to the information that a consumer will take hold in

order to have willingly to buy online provided that variety of products and information

are given adequately [ CITATION Con04 \l 1033 ]. Online consumers consider social media

as the most efficient source of information of a certain product [ CITATION Ioa14 \l 1033 ].

Consumers are increasingly turning to social media in order to get more information on

which to base their decisions [ CITATION Ram11 \l 1033 ].

Design factors are considered when the consumers visit the web page or social

media site. This refers to the web page design of the site. The more a website is well

designed and frequently updated, the more consumers will be attracted buy online. A

website’s design, including the display of site’s themes, is affected by detail information

provided[ CITATION Con04 \l 1033 ] . Social networking and advertising characteristics can

greatly affect the consumer’s attitudes and behavioral intention [ CITATION Jun16 \l 1033 ].

The consumers purchasing habits had become affected through the rapid development of

the internet[ CITATION Aka15 \l 1033 ]. Consumer behavior effectively increased through

advance technology and digital media [ CITATION Ero14 \l 1033 ].

Psychological factors refer to the type of attitude of a consumer towards online

buying. Attitude towards online shopping positively affected online shopping behavior of

consumers [ CITATION Moh14 \l 1033 ]. Self-control affects the buying behavior of a person

that leads to compulsive buying [CITATION Arc15 \l 1033 ]. The perceptions of a consumer

are the primary drive force of their urges in buying [ CITATION Xia16 \l 1033 ]. The

7
behavior that goes out with the inclusive buyers usually reflect on the way they think and

what to feel to the object that they desire to have (Hoch & Loewenstein, 1991; Thompson

et al., 1990). Perceived quality and familiarity on products has a positive effect on the

buying behaviors of consumers [ CITATION Per14 \l 1033 ].

When a consumer makes his decision based on his own culture, Cultural factors

can greatly affect him. A consumer’s decision making process is greatly affected by his

sociological aspect [ CITATION Ali16 \l 1033 ]. This shows that the place where a consumer

lives, the people whom they spend most of their time with and their culture of origin

affect their buying decision. This shows that the things that surround a consumer make a

great impact on their decisions in buying a certain product online. Opinions of consumers

on certain experiences online will help other people with similar views and will give

positive image to FGC and other consumers online [ CITATION Kum \l 1033 ].

Types of Buying Behaviors

According to Sharma, 2014, in his research “The impact on Consumer Buying

behavior: Cognitive Dissonance”, there are four classification of costumer buying

behavior. Each buying behavior are determined by level of involvement, which means

why he/she chooses to buy a certain product and brand while ignoring other products and

brand, and the importance and intensity of interest in a product in a certain situation

[ CITATION Sha14 \l 1033 ].

8
 The first type is routine response or programmed behavior. This includes a

habitual purchase of low cost items. It is purchased automatically which need very little

decision effort.

Buying products occasionally is considered as Limited Decision Making. This

requires a certain amount of time to gather information on a certain product.

Extensive Decision Making is a type of buying behavior that requires high

involvement. This occurs when buying unfamiliar expensive or not frequently purchased

product. This includes buying houses, appliances or for education purpose.

The last type of buying behavior is the impulse buying. This includes no

conscious planning. This happens when products are bought on the spot with earlier

plans[ CITATION Sha14 \l 1033 ].

Social Classes

Beeghley, 2016 quoted in his book the definition of class according to Max

Weber. According to Weber, a class comprises all those sharing similar life chances

based on their economic interests, such as their ownership of capital or their occupation

position.

People's class, Weber said, reflects a market situation, as people meet

competitively under the rule of law to determine their life chances. Based on the

definition above, Weber outlined a model of the class structure in modern societies. In his

words, “‘property’ and ‘lack of property’” are... the basic categories of all class

situations".

9
 "Rentiers" comprise those who line off their investments and pursue a relatively

no acquisitive lifestyle, ranging from public service to indolence. They often inherit their

wealth, "Entrepreneurs", in contrast, comprise those who rise to the top of the business

world or pursue economic gain in other ways.

According to Weber, the "middle class" includes those who possess service and

skills based on knowledge: public officials, managers of businesses, technicians,

members of the professions, and other white collar workers. Like the rich, middle-class

people use their resources to enhance their life chances and lifestyles, influence public

policy, and affect other's opportunities albeit at their level.

In any case, like the rich and middle class, working -class people also try to

protect their life chances .Their share in the distribution of resources is less, however and

their lifestyles are more precarious as a results. Although the number of categories

making up the class structure may vary (within limits) depending on the purposes of the

observers, a simple tour class rubric will be used in their book: the rich, middle class,

working class and poor[ CITATION Bee16 \l 1033 ].

10
Conceptual Framework

SHS students' Social Media Usage

Buying
a. Forms of Social Media Used
Behavior
b. Frequency of Social Media Usage

Table 2.1 Conceptual Framework

The level of SHS students' social media usage will be described in the research in

terms of two sub-variables: (a) forms of social media used and (b) frequency of social

media usage. In this research, variable have been seen to possess a hypothesized

relationship with SHS students buying behavior. This hypothesized relationship is

represented by the two headed arrow connecting both variables.

11
 Chapter 3

Research Methodology

Introduction

As it is indicated in the title, this chapter includes the research methodology of the

dissertation. In more details, in this part the researchers outline the research method,

research sample, research instrument, data gathering procedure and data analysis.

Research Method

In order to satisfy objectives of the study, a quantitative research was held. The

main characteristic of quantitative research is that it describes and test relationships or

examines cause and effect interaction among variables (Burns & Grove, 1993). Its basic

advantage, which also constitutes its basic difference of qualitative research, is that it

offers a complete description and analysis of a research subject without limiting the scope

of the research and the nature of participants’ responses (Collis & Hussey, 2003).

However, the effectiveness of the quantitative research is heavily based on the

numerical data given by the respondents. The outcomes can be perceived as reliable

because they are from numerical data given by respondents and are being calculated

using statistics.

Research Sample

The respondents of this study consist of grade 11 students of Sibonga National

High School. Each of the respondents answers the same type of questionnaire.

Respondents are selected based on the method of systematic sampling was used to

12
develop the sample of the research under discussions. These students are prone to using

social media, thus making them fit as respondents.

In order to have better understanding of the study, certain qualifications should be

met. This includes the following:

a. The selected respondent must be a grade 11 student.

b. Chosen respondents must be in Sibonga NHS.

c. The respondents must have at least one social media account.

The method of systematic sampling was used to develop the sample of the

research under discussion. According to this method, which belongs to the category of

probability sampling techniques, sample members are selected on the basis of a formula.

Members are chosen every “nth” to be a part of the sample. Systematic sampling is an

extended implementation of the same old probability technique in which each member of

the group is selected at regular periods to form a sample. In this study, the sample

members who were selected are available respondent grade 11 students form Sibonga

National High School. These students are prone to using social media, thus making them

fit as respondents.

Research Instrument

This study will use a research questionnaire to produce data on the discussed

variables. The questionnaire will be used to know the respondents’ level of social media

usage and their buying behaviors. The instrument is fully described in the next

paragraphs.

13
 Social media usage and buying behavior questionnaire. The purpose of the

questionnaire is to assess the respondents’ level of social media usage and their buying

behaviors. It will assess the level of social media use in terms of two factors: form of

social media used and frequency of usage. The questionnaire will also assess the buying

behaviors of the respondents. This type of questionnaire was used by Ioanas & Stoica

(2014) for their research on social media and its impact on consumer behavior.

Upon giving the questionnaires to the respondents, researchers will give oral

introductions, explanation of the purpose of the study and the general instruction on how

to complete the questionnaire. The questionnaire is composed of three parts. Part one

seeks to gather data on the profile of the respondents which includes their sex, SHS

strand and social status. Part two of the questionnaire assesses the forms and frequency of

social media use and instructs the respondents to shade the circle of those which are true

to them. Part three seeks to know the buying behaviors of respondents through listing all

buying habits and preferences and asking the respondents to shade all that applies to

them.

Data Gathering Procedure

This section describes how the researchers administered the data gathering

procedure.

Phase I: The researchers will obtain a list of grade 11 SHS students from the office of the

registrar from which the samples will be selected.

Phase II: A letter of permission to conduct data collection will be given to and signed by

the office of school.

14
Phase III: The questionnaires will be distributed to the selected samples during one of

their classes with permission from the facilitating teacher and the letter of approval of the

school.

Phase IV: Questionnaires will be retrieved the same day as it has a higher return

percentage of questionnaires.

Data analysis

The researchers intend to use descriptive and correlational analysis on the

involved variables. Descriptive analysis will give researchers the idea of distribution of

the data, help researchers detect outliers and typos and enable them to identify

associations among variables. In this study, descriptive analysis will be used to analyze

individual variables; social media usage and buying behaviors.

Correlational analysis will be performed after descriptive analysis. Correlational

analysis will be used to study the strength of the relationship between social media usage

and buying behavior. This analysis is useful to establish a possible connection between

the two variables. If correlation is found between the two variables, it means that there

are systematic changes on both variables and alter together over a certain period of time.

Correlation found can either be positive or negative.

15
 Chapter 4

Analysis and Presentation of data

Introduction

This chapter discusses the data analysis and findings from 192 questionnaires

completed by selected grade 11 students of Sibonga National High School. The purpose

of this study was to determine the relationship of social media and the buying behavior of

grade 11 students in Sibonga National High School.

Questionnaires were given to selected grade 11 students during one of their

classes with permission from the facilitating teacher and the letter of approval of the

school.

A total of one hundred ninety two (192) students completed questionnaires at the

Sbonga National High School on December 4, 2019. The findings are discussed

according to the sections of the questionnaire. The three sections of the questionnaire

were:

A. Respondent’s Demographic Profile

B. Social Media Usage

C. Buying Behavior

4.2 Personal (Demographic) Data

This section of the questionnaire covered the respondents’ sex, strand and

household monthly income. Though not central to the study, the personal data helped

16
contextualize the findings and the formulation of appropriate recommendations for the

study.

4.2.1 Respondents’ Gender and Strand

The respondents were asked to put their gender and strand. Table 4.1 depicts the

respondents’ gender and strand.

Table 4.1 Respondents' Gender and Strand

ABM STEM HUMSS EIM BREAD & PASTRY TOTAL PERCENTAGE
Female 26 8 69 0 14 117 61%
Male 4 12 27 22 10 75 39%
TOTAL 30 20 96 22 24 192 100%
Percentage 16% 10% 50% 11% 13% 100%

The table shows the respondents' gender which having a percentage 61% by

female and 39% for male. Therefore most of our respondents in grade 11 students are

female having a range of 61%.

4.2.2 Monthly Income of the Respondents

Table 4.2 Monthly Income of the Respondents’ Parents

Monthly ABM STEM HUMSS EIM BREAD & TOTAL PERCENTAGE

Income PASTRY
1000 - 5000 10 2 57 18 8 95 51%
6000 - 10000 11 5 20 2 12 50 27%
11000 - 15000 6 5 8 1 1 21 11%
16000 - 20000 1 2 3 1 2 9 5%
21000 and 2 6 5 0 0 13 7%
above
188 100%

Table 4.2 shows the Monthly household income of the respondents’ parents. It

shows 51% of the students’ parents earn a range of 1,000 to 5,000 pesos a month. 27% of

17
the student’s parents earn a range of 6,000 to 10, 000. 11% of students’ parents earn the

range of 11,000 to 15,000. 5% of the students’ parents earn the range of 16,000 to 20,000,

and 7% of the students’ parents earn the range of 21,000 and above. Therefore most of

the student’s family monthly income ranges 1,000 to 5,000.

4.3 Social Media Usage

4.3.1 Forms of Social Media Used

Table 4.3 Forms of Social Media Used

ABM STEM HUMSS EIM BREAD & PASTRY TOTAL PERCENTAGE
Facebook 30 20 95 22 14 181 54%
Twitter 8 6 14 1 1 30 9%
Instagram 8 7 32 2 4 53 16%
LinkedIn 0 0 0 0 0 0 0%
YouTube 14 10 40 4 5 73 22%
337 100%

Table 4.3 shows the percentage of how many students use a certain social media

website. It indicates that 54% of the respondents use Facebook, 9% who uses Twitter,

16% who use Instagram, 0% for LinkedIn, and 22% who uses YouTube. These findings

could mean that most respondents uses Facebook and it has the highest percentage.

4.3.2 Frequency of Social Media Usage

Table 4.4 Frequency of Social Media Usage Per day

ABM STEM HUMSS EIM BREAD & TOTAL PERCENTAGE
PASTRY
Less than 30 min. 1 2 7 6 5 21 11%
An hour 5 5 24 3 0 37 19%
1 - 2 hours 11 5 33 8 14 71 37%
3 - 4 hours 4 3 15 2 2 26 14%
More than 4 9 5 17 3 3 37 19%
hours
192 100%

18
 The table 4.4 shows the percentage of how frequent students use their social

media in a day. It indicates that 11% of the respondents spend for less than 30 minutes,

19% who spend an hour, 37% who spend one to two hours, 14% who spend three to four

hours, and 19% who spend for more than four hours in their social media. These findings

could mean that most of the respondents spend their time for about one to two hours to

social media a day.

Table 4.5 Frequency of using Social Media in a week

ABM STEM HUMS EIM BREAD & PASTRY TOTA PERCENTAGE
S L
Extremely (5) 9 3 17 4 7 40 21%
Very (4) 4 6 27 2 3 42 22%
Moderately (3) 17 9 32 4 9 71 37%
Slightly (2) 1 1 15 10 4 31 16%
Not at all (1) 0 2 2 2 0 6 3%
190 100%

In the table 4.5, Weekly usage of social media networking site, 21% of them

extremely used social media networking site, 22% uses social media very often, 37%

moderately use it, 16% slightly used in social media and 3% never tries to fit in social

media.

Table 4.6 Frequency of posting in social media in a day

ABM STEM HUMSS EIM BREAD & PASTRY TOTAL PERCENTAGE
Extremely (5) 1 1 1 0 0 3 2%
Very (4) 2 1 8 2 1 14 8%
Moderately (3) 10 1 32 6 1 50 29%
Slightly (2) 8 8 43 7 7 73 43%
Not at all (1) 0 9 10 7 4 30 18%
170 100%

19
 In the table 4.6, frequency of posting in Social media, 2% of them extremely

posted their updates on social media, 8% are very consistent in posting on social media,

29% moderately in posting their social media updates, 43% of the slightly in posting on

social media used and 18% of them updates on their social media.

Table 4.7 Frequency of using the chat app on social media

ABM STEM HUMSS EIM BREAD & PASTRY TOTAL PERCENTAGE
Extremely (5) 10 4 28 2 7 51 27%
Very (4) 2 10 19 1 3 35 19%
Moderately 17 3 29 11 8 68 36%
(3)
Slightly (2) 2 3 14 3 2 24 13%
Not at all (1) 0 0 2 5 3 10 5%
188 100%

In the table 4.7, Consistency of the usage of chatting in social media, 27%

extremely did it, 19% correspond very on chatting in social media, 36% moderately used

social media for chatting, 13% slightly did it and 5% of them never used chatting on

social media.

4.4 Respondent’s Buying Behavior

4.4.1 Purchase Decision Making

Table 4.8 Purchase Decision Making

ABM STEM HUMSS EIM BREAD & TOTAL PERCENTAGE

PASTRY
Beforehand 27 12 64 14 15 132 69%

At the time of purchase 4 8 30 8 8 58 31%

190 100%

20
 Table 4.8 shows when the students make their decision in purchasing a certain

product. 69% of our respondents prefer to decide buying beforehand and 31% prefer to

decide at the time of purchase. It concludes that many of our respondents prefer to decide

purchasing beforehand.

4.4.2 Buying Behavior: Factors Affecting Purchasing

Table 4.9 Factors in Purchase Decision Making

ABM STEM HUMSS EIM BREAD & TOTAL PERCENTAGE
PASTRY
Familiarity with 23 10 46 4 14 97 19%
the brand
Price 27 13 60 13 15 128 25%
Comfort 17 10 36 4 8 75 14%
Materials 13 9 20 3 10 55 11%
Costumer Services 14 3 14 0 7 38 7%
Convenience 16 7 21 1 6 51 10%
Durability 18 14 30 3 10 75 14%
519 100%

Table 4.9 shows the importance of factors in decisions about which product to

purchase by the respondents, 25% of the respondents says that price is the most important

factor. This is followed by familiarity with the brand which 19% of the respondents

believes it is important factor, 14% of the respondents says that comfort is important also.

This is along with another 14% of the respondents that says durability also counts in

purchasing decision making. Materials are considered importantly 11% of the

respondents. Convenience is considered important by 10% of the respondents. Lastly,

Customer Service is considered the least important from the group conveying on 7%

consideration of respondents. This concludes that price is the number one factor

21
considered in purchasing a certain product, next is the familiarity of the brand and the last

is consumer service.

4.4.3 Buying Behavior: Purchasing frequency

Table 4.10 Frequency of Purchasing Product

ABM STEM HUMSS EIM BREAD & TOTAL PERCENTAGE
PASTRY
Several times a 5 0 21 10 5 41 21%
week
About once a week 3 5 13 1 10 32 17%
Several times a 7 4 17 1 2 31 16%
month
About once a 8 5 24 5 3 45 24%
month
Less than once a 5 5 16 0 2 28 15%
month
Never 0 1 6 5 2 14 7%
191 100%

Table 4.10 shows how frequent respondents buy certain products. 21% of the

respondents buy certain products several times a week. 17% buy certain product about

once a week. 16% buy certain product several times a month. 24% of the respondents buy

certain products about once a month. 15% of the respondents buy certain product less

than once a month. 7% of the respondents never buy certain products. This concludes that

certain products are bought at a certain time or period.

4.4.4 Buying Behavior: Purchasing Venue

Table 4.11 Purchasing Venue

ABM STEM HUMSS EIM BREAD TOTAL PERCENTAGE
&
PASTRY
At an Online store 14 7 46 5 6 78 33%
At the official site of a 8 0 12 1 1 22 9%
brand
In store 25 17 68 16 8 134 57%
234 100%

22
 Table 4.11 shows the purchasing venue where consumers end up buying products.

It states that 33% of the students buy products online. 9% of the students visit the official

site of a brand to purchase the product. 57% of the students buy products at a physical

store. This concludes that most student prefer buying products in a physical store than

buying them online or at the official site of a brand.

4.5 Types of Buying Behavior

4.5.1 Routine Response Customer

Routine Response Customer

ABM STEM HUMSS EI Bread and Total Percentage
M Pastry

Q. 1 At the time of 4 8 30 8 8 58 31%

purchase
Q. 3 Customer Service 14 3 14 0 7 38 7%
Q. 4 Several times a 5 0 21 10 5 41 21%
week
About once a week 3 5 13 1 10 32 17%
Q. 5 At an online store 14 7 46 5 6 78 33%
In physical store 25 17 68 16 8 134 57%
PERCENTAGE 26%

4.5.2 Limited Decision Making Customer

Limited Decision Making Customer

ABM STEM HUMS EI Bread and Tota Percentage
S M Pastry l

Q. 1 Beforehand 27 12 64 14 15 132 69%

Q. 3 Familiarity with the 23 10 46 4 14 97 19%
brand
Q. 4 Several times a month 7 4 17 1 2 31 16%
About once a month 8 5 25 5 3 46 24%
Q. 5 At the official site of a 8 0 12 1 1 22 9%
brand
PERCENTAGE 20%
4.5.3 Extensive Decision Making Customer

23
 Extensive Decision Making Customer
ABM STEM HUMSS EIM Bread and Total Percentage
Pastry

Q. 1 Beforehand 27 12 64 14 15 132 69%

Q. 3 Price 27 13 60 13 15 128 25%
Materials 13 9 20 3 10 55 11%
Durability 18 14 30 3 10 75 14%
Q. 4 Less than once a 5 5 16 0 2 28 15%
month
Q. 5 In physical store 25 17 68 16 8 134 57%
PERCENTAGE 30%

4.5.4 Impulse Buying Customer

Impulse Buying Customer

ABM STE HUMSS EIM Bread and Total Percentage
M Pastry

Q. 1 At the time of 4 8 30 8 8 58 31%

purchase
Q. 3 Comfort 17 10 36 4 8 75 14%
Convenience 16 7 21 1 6 51 10%
Q. 4 Never 0 1 6 5 2 14 7%
Q. 5 In online store 14 7 46 5 6 78 33%
In physical store 25 17 68 16 8 134 57%
PERCENTAGE 24%

4.6 Correlational Analysis

24
 Correlation Coefficient of Social Media usage and Buying behavior

Frequency of Social Media Deviation Deviation (Deviation X)2 (Deviation Y)2 Cross
Buying X Usage Y X Y Products
14 30 -33.75 -112.5 1139.0625 12656.25 3796.875
28 120 -19.75 -22.5 390.0625 506.25 444.375
76 180 28.25 37.5 798.0625 1406.25 1059.375
73 240 25.25 97.5 637.5625 9506.25 2461.875

Mean X Mean Y SSx SSy SP

47.75 142.5 2964.75 24075 7762.5

Table 4.6.1 Scatter Plot

Social Media Usage Y-Values

300

250
Social Media Usage

200 f(x) = 2.62 x + 17.48

R² = 0.84 Social Media Usage Y-Values
150 Linear (Social Media Usage Y-
Values)
100

50

0
10 20 30 40 50 60 70 80
Frequency of Buying

CORRELATION COEFFICIENT (r)

SP 7762.5
r= r=
( √ SSx) ¿ ¿ 8448.4498

7762.5
r=
( √ 2964.75)¿ ¿

7762.5
r=
(54.4495)(155.1612)

r =0. 92Chapter 5

Summary, Conclusions, and Recommendations

25
 This chapter looks at the summary of findings, recommendations and suggestions

for further research.

Summary

Social media begins to have progress in many ways as people gives more value in

the usage of internet. A part from the preferences of the grade 11 students’ usage of

social media and buying behavior equally keep importance in the social media’s progress.

This study is a quantitative study that was designed to determine a significant relationship

between social media usage and buying behaviors of grade 11 students in Sibonga,

National High School. Looking at the objective of present research design, the sample

distribution was formulated. The total sample of this study comprised of Grade 11

students who accurately used social media in today’s modernization. The whole sample

consists of total 192 respondents with the number of boys (n=75) and girls (n=117). Both

subgroups were made with equal chosen number of students from 8 different sections of

Grade 11. The selected sample was administrated on study habit and attitude developed

by the respondents and self-concept questionnaires prepared by the researchers. In order

to obtain data, the researchers asked questions in relation to the usage of social media and

their buying behavior. The overall data respective to each respondent was collected.

These obtained data were analyzed by using descriptive and correlational analysis.

The study reviewed literature regarding concept of using social media habit, self-concept

and preferences and also, factors influencing their buying behavior.

Conclusion

26
 The survey of the study is efficient to gather result on what is the relationship of

social media on the grade 11 student’s buying behavior. The progress of using social

media was disseminated in many ways. Social media support users in several sectors,

from business perspective. Based on the computed formula of Pearson’s Correlation

Coefficient, r is equal to 0.92. The derived value from the formula means that there is a

strong correlation between the social media usage and buying behavior of grade 11

students in Sibonga National High School. This study concludes that as the frequency of

using social media per minute increases, the frequency of buying also increases. There is

a positive correlational relationship between the social media usage and buying behaviors

of grade 11 students in Sibonga National High School.

Recommendations

27
 On the basis of the present study, some recommendations for students and

parents in the school are drawn as follows:

A. Students

a. It would be worthwhile for the students to at least use social media not just

for socializing but also using it for online selling and purchasing.

b. Students should be taught to have a business mind to have effective skills

in online selling and purchasing.

B. Parents

a. For parents that have a further understand about social media, introducing

a practical way of utilizing social media will help the students to use it in

many aspects of life.

SURVEY QUESTIONNAIRE

28
Good morning dear respondent! This questionnaire is intended for gathering data for our
research entitled “Social Media usage of grade 11 students of SNHS and their buying
behaviors”. We hope for your full honesty and cooperation for this study. Thank you! 

Directions: Please fill in the necessary information.

A. Respondent’s demographics
Name: ___________________________Strand: ________________Gender: ________
Monthly household net income:
o Php1,000 – Php5,000
o Php6,000 – Php10,000
o Php11,000 – Php15,000
o Php16,000 – Php20,000
o Php21,000 and above
Direction: Please shade the bullet beside your corresponding answer.
B. Social Media usage
1. Which of the following social media website do you currently have an
account with? (Select all that apply).
o Facebook o LinkedIn
o Twitter o YouTube
o Instagram
2. On an average, how much time do you spend time on social media?
o Less than 30 min. o 3 – 4 hours
o An hour o More than 4 hour
o 1 – 2 hours

C. Buying behavior
1. Do you typically make a decision about brands or products beforehand or
at the time of purchase?
o Beforehand
o At the time of purchase
2. Which of these factors are important to you when you make the decision
about which brands to purchase? (Please select all that apply).
o Familiarity with o Materials
the brand o Customer service
o Price o Convenience
o Comfort o Durability

29
3. How often do you purchase this product category?
o Several times a
week
o About once a
week
o Several times a
month
o About once a
month
o Less than once a
month
o Never

30
 4. Where do you purchase this product category? (Select all that apply).
o At an online store/retailer/reseller
o At the official site of a brand
o In store
Direction: Please put a check mark (/) on your corresponding answer.
Questions Extremely Very Moderately Slightly Not at
all
5 4 3 2 1
1. In a typical week, how likely
are you to use social media
networking site?
2. On a regular day, how often do
you post picture, comment etc.
on your social media account?
3. How often do you use the chat
app on your social media
account?

31
BIBLIOGRAPHY

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Retrieved from U.S: Sante J. Achille: http://blog.webcertain.com/world-statistics-
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Hennig-Thurau, T. M. (2010). The impact of new media on customer relationships.

Journal of Service Research, 13, 311-330.

Hsiao, M.-H. (2009). Shopping mode choice: Physical store shopping versus e-shopping.
Transportation Research Part E: Logistics and Transportation Review, 86-95.

Kempe, D. K. (2003). Maximizing the spread of influence through a social network. In:
Proceedings of the ninth ACM SIGKDD international conference on Knowledge
discovery and data mining. ACM.

Li, N. &. (2002). Consumer online shopping attitudes and behavior: An assessment of
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Miller, R. &. (2010). Social media and its implications for viral marketing. Asia Pacific
Public Relations Journal, 11, 1-9.

Parson, A. (2013). How Does Social Media Influence the Buying Behavior of
Consumers? [Online]. Retrieved from http://yourbusiness.azcentral.com/social-
media-influence-buying-behavior-consumers-17017.html

Toomey, A. &. (n.d.). Distinguishing between traditional and online Retailing:

Evaluating E-commerce with respect to the food system1.

Akar, E., & Nasir, V. A. (2015). A review of literature on consumers online purchase
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Al-Dhuhli, I., & Mukhaini, E. (2015). The impact of Social Media on Consumer buying
behavior. Special Topics in Information System, 01-12.
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Constantinides, E. (2004). Influencing the online consumer's behavior: The Web
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The Marketing Review, 15(3), 289-309.
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33
 DOCUMENTATION

34
ANNEX

ANNEX A: LETTER

January 8, 2020

IMELDA V. CANOY, Ed. D

Principal IV Sibonga National High School

Sibonga Cebu

To whom it may concern,

Warm Greetings!

The undersigned researchers is currently working on their research study entitled

Social media usage of grade 11 students in Sibonga National High School and their
buying behaviors.

In this connection, the undersigned researchers would like to ask permission and
approval from your good office to conduct their study among grade 11 students of
Sibonga National High School.

Rest assured that there will be benefits and improvements of the school in general
as well as the faculty and students in particular.

THANK YOU AND TO GOD BE THE GLORY.

Respectfully Yours,

ANUADA, EN EN

BRIGOLI, JONAH

JUMAO-AS, JOVY ANNE

LAZAGA, DAVE HAROLD

ORDEÑIZA, CRISSHA KIM

REYES, ANALYN

35
January 8, 2020

Respondents

Sibonga National High School

Sibonga Cebu

Dear Respondents:

You are chosen as one of the respondent of this study. We request your kindness
to answer the assigned question.

Your sincerity, honesty and cooperation will bring the success of this study. We the
researcher express our outmost gratitude for your contribution in this undertaking.

Assuring that6 your responses will be treated with outmost respect and
confidentiality.

THANK YOU SO MUCH AND TO GOD BE THE GLORY.

Respectfully Yours,

ANUADA, EN EN

BRIGOLI, JONAH

JUMAO-AS, JOVY ANNE

LAZAGA, DAVE HAROLD

ORDEÑIZA, CRISSHA KIM

REYES, ANALY

36
ANNEX B

RESEARCH LOCATION

Poblacion Sibonga Cebu l Cebu l 6020 Philippines

Sibonga National High School

37
ANNEX C

CURRICULUM VITAE

CRISSHA KIM ORDEÑIZA

LAMACAN SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: SEPTEMBER 20, 2002

BIRTHPLACE: POBLACION SIBONGA CEBU

RELIGION: BORN AGAIN CHRISTIAN

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

SIBONGA CENTRAL ELEMENTARY SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

38
 CURRICULUM VITAE

ANALYN REYES

CANTULAROY SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: JANUARY 31. 2001

BITHPLACE: CANLAWIG COMPOSTELA VALLEY

RELIGION: CHRISTIAN OUTREACH MISSION

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

TEODORO DELA VEGA MEMORIAL NATIONAL HIGH SCHOOL

PAPAN SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

CANTULAROY ELEMENTARY SCHOOL

CANTULAROY SIBONGA CEBU

6020 PHILIPPINES

39
 CURRICULUM VITAE

JONAH BRIGOLI

POBLACION SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: JUNE 28, 2001

BIRTHPLACE: CARCAR CITY CEBU

RELIGION: ROMAN CATHOLIC

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

SIBONGA CENTRAL ELEMENTARY SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

40
 CURRICULUM VITAE

JOVY ANNE JUMAO-AS

SABANG SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: NOVEMBER 30. 2001

BIRTHPLACE: SABANG SIBONGA CEBU

RELIGION: ROMAN CATHOLIC

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

SABANG ELEMENTARY SCHOOL

SABANG SIBONGA CEBU

6020 PHILIPPINES

41
 CURRICULUM VITAE

EN EN ANUADA

PAPAN SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: JULY 3, 2001

BIRTHPLACE: KAULUSAN BASAK SIBONGA CEBU

RELIGION: ROMAN CATHOLIC

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

TEODORO DELA VEGA MEMORIAL NATIONAL HIGH SCHOOL

PAPAN SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

PAPAN ELEMENTARY SCHOOL

PAPAN SIBONGA CEBU

6020 PHILIPPINES

42
 CURRICULUM VITAE

DAVE HAROLD LAZAGA

MANATAD SIBONGA CEBU

PERSONAL DATA

BIRTHDATE: OCTOBER 18, 2001

BIRTHPLACE: MANATAD SIBONGA CEBU

RELIGION: NEW JUDAISM

NATIONALITY: FILIPINO

EDUCATION

SENIOR HIGH SCHOOL:

SIBONGA NATIONAL HIGH SCHOOL

POBLACION SIBONGA CEBU

6020 PHILIPPINES

JUNIOR HIGH SCHOOL:

MANATAD NATIONAL HIGH SCHOOL

MANATAD SIBONGA CEBU

6020 PHILIPPINES

ELEMENTARTY:

MANATAD ELEMENTARY SCHOOL

MANATAD SIBONGA CEBU

6020 PHILIPPINES

43
44