Muntinlupa National High School – Main

NBP Reservation, Poblacion, Muntinlupa City

THE EFFECTS OF COVID-19 IN ICT-1203 BUYING BEHAVIOR

IN MUNTINLUPA NATIONAL HIGH-SCHOOL MAIN
S.Y 2020-2021

A Quantitative Research
Presented to the Faculty of Senior High School Department
MUNTINLUPA NATIONAL HIGH SCHOOL
NBP Reservation, Poblacion, Muntinlupa City, Metro Manila

In partial fulfillment of the requirements in

PRACTICAL RESEARCH 2
Acido, Justine Yuri
Loyola, Reylene Grace A.
Padero, Mark Angelohil
Gonzales, Sparky Jones
Bustillo, Rizaline
Cabrera, Jelly Ann
Gonzaga, Mark Ely
Capulong, Ernesto
Reyes, Bryan Darrel
Sumugod, Aeron
ICT-1203

Pauline De Guzman
Research Advise
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ABSTRACT
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ACKNOWLEDGMENT
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TABLE OF CONTENTS
Title
Page
Title Page 1

Abstract 2

Acknowledgement 3

I. Introduction

Statement of the Problem

Scope and Delimitation

Significance of the Study

Literature Review

Synthesis

Research Paradigm

Research Hypothesis(es)

Definition of Terms

II. Method

Design

Respondents

Instruments
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Data Collection Procedure

Data Analysis

III. Result

(insert sop#1)

(insert sop#2)

(insert sop#3)

IV. Discussion

References

Appendices

Students’ Profile
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I. INTRODUCTION

The novel coronavirus COVID-19 originally identified in December

2019 as a severe case of pneumonia in Wuhan province of China and
since that has become a global pandemic, affecting greatest nations around
the whole world. As the virus swept the globe, brands changed how they inter-
acted with customers due to social distancing and stay-at-home orders. Consumer
buying patterns also shifted with fluctuations in the stock market, skyrocketing
unemployment and supply chain issues. As many people lost their jobs and those
still earning a paycheck worried about future layoffs, impulse purchasing became
infrequent. Messages that resonated with consumers a few weeks prior suddenly
fell flat and even seemed insensitive. The pandemic has fundamentally changed
the world as we know it. People are living differently, buying differently and, in
many ways, thinking differently.

Consumers across the globe are looking at products and brands through a new
lens. The challenges facing the world right now are shaking up global economies,
pushing healthcare systems to their limits, and upheaving people’s daily lives.
Currently, more than one-third of the world’s population is under some form of
lockdown. One very noticeable impact of the outbreak is its influence on how and
what people purchase. This is having a knock-on effect on various industries and
key groups. 

Our research indicates that new habits formed now and how self-fulfillment and
basic needs will be differ Before and during the COVID-19 crisis and how does
the pandemic affect their buying behavior. Even as this crisis continues to evolve,
by exploring the changes that are happening now, we can consider what consumer
goods businesses should do today to prepare for what’s next.
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Background of the Study

The Covid-19 has a lot of effects in our economy specially the Buying
behavior of the customers in this research the researchers will discuss about the
newly habits that are formed during Covid-19, how self-fulfillment and basic
needs will be differ their buying behavior before and during covid-19 and how
does Covid-19 affects their buying behavior. According to Accenture (2020)
“Consumers are deeply concerned about the impact of COVID-19, both from a
health and economic perspective. People are responding in a variety of ways and
have differing attitudes, behaviors and purchasing habits.” People across the globe
is fearing because of the Covid-19 crisis some people don’t want to go out to buy
their things because of the pandemic and it cause to change their buying habits
unlike before the Covid-19 where the people is enjoying buying their needs where
ever they want . Now there are new habits that are formed during Covid-19 that
we need to know. Between the Self-fulfillment and the basic needs we need to
know what is difference of them before and during the pandemic.

The researchers also need to know how the pandemic will affect the
buying behavior of the consumers. According to Accenture (2020) “People across
the globe are afraid as they strive to adapt to a new normal. Fear is running high
as individuals contemplate what this crisis means for them, but more significantly,
what it means for their families and friends, and the society at large.” The
pandemic greatly impact the buying behavior of the customers because they are
afraid of the virus. The researcher intended to know how the people are
responding in the pandemic.

Our research design is Quantitative research this is appropriate to approach

because we need to know how the pandemic affects their buying behavior. We
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decided to use this because it is more reliable and objective also it uses statistics
to generalize the research findings about the topic.

I. The Variables
The problem of our study is about the Covid-19 pandemic Covid-19 is a
virus that causes mainly transmitted through droplets generated when an infected
person coughs, sneezes, or exhales. These droplets are too heavy to hang in the
air, and quickly fall on floors or surfaces and it will affect the buying behavior of
the customers the buying behavior is the study of individuals, groups, or
organizations and all the activities associated with the purchase, use and disposal
of goods and services, and how the consumer's emotions, attitudes and
preferences affect buying behavior. The Covid-19 may affect the different habits
of the customers from before and during the pandemic that may change their
buying behavior.

II. Related Literature

It is expected that most habits will return back to normal. However, it is
inevitable that some habits will die because the consumer under the lockdown
condition has discovered an alternative that is more convenient, affordable, and
accessible. Examples include streaming services such as Netflix and Disney. They
are likely to switch consumers from going to movie theatres. This is similar to
ride sharing services such as Uber which is more user friendly than calling a taxi
service. Due to coronavirus, consumers may find it easier to work at home, learn
at home and shop at home. In short, what was a peripheral alternative to the
existing habit now becomes the core and the existing habit becomes the peripheral
(Sheth, 2020).

An interesting social phenomenon observed during, but not restricted to,

pandemic times is panic buying (PB). It may refer to the phenomenon of a sudden
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increase in buying of one or more essential goods in excess of regular need

provoked by adversity, usually a disaster or an outbreak resulting in an imbalance
between supply and demand. The phenomenon is poorly understood due to many
reasons. For starters, its exact psychological underpinnings are unclear; a sense of
perceived scarcity, need to be in control, social learning, and lack of confidence in
the authorities have all been proposed as potential drivers of PB (Arafat, Kar,
Marthoenis et al., 2020).

As the COVID-19 pandemic continues to spread and ravage nations globally, its
impact on mental and psychosocial health is also receiving considerable attention.
Majority of the available literature has focused on common mental health sequel
such as depression, anxiety, stress, substance use, loneliness and its impact in
general population as well as vulnerable groups such as frontline health care
workers, homeless, elderly and pregnant women (Kar et al., 2020)

III. Trends and Issues

A. Global
The global effects of Covid-19 in buying behavior of the customers is
effects on the primary reactions of the social human, because they affected
directly health, financial security, life quality and food security. The COVID-19
pandemic has largely fit the same profile, although there are specific differences.
This time there have not been major negative effects on food security recorded,
except for the underdeveloped and developing countries.

B. National
The National effects of Covid-19 in buying behavior of the customer
according to Nielsen Retail Intelligence managing director Patrick Cua “With
mobility and mass gathering restrictions still in effect, Filipino consumers will
continue adapting to the homebody economy and will extend to how they
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celebrate Christmas during the pandemic,” he said. “With cooking being central
to festivities we predict a growth in baking and food category this year. The first
is made up of “constrained and restricted” consumers who have suffered income
losses as a result of the COVID-19 pandemic, have less money to spend, and also
have less freedom to physically congregate and shop for their holiday needs due
to local restrictions to travel, business openings and social interaction.
A second group is composed of “constrained but free” consumers who have also
suffered income loss, and were likely to have a savings mindset as they prepare
for the festive season.

C. Local
According to Sheth (2020) Consumers are learning to improvise and learn new
habits. For example, consumers cannot go to the store, so the store comes to
home. While consumers go back to old habits, it is likely that they will be
modified by new regulations and procedures in the way consumers shop and buy
products and services. New habits will also emerge by technology advances,
changing demographics and innovative ways consumers have learned to cope
with blurring the work, leisure, and education boundaries. Here in Muntinlupa the
people learn how to cope with the pandemic that change the their buying behavior
as well the government too that provide a “Palengke” that can go everywhere that
is called On the wheels “Palengke”.

IV. Research Gap

Many studies have explored aspects of the effects of Covid-19 pandemic

in the buying behavior of the customers. They have often looked at the impact of
the Covid-19 on the economy, but they have not always sufficiently explored
what is the newly habits that are formed and how does the pandemic affects the
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customers behavior and the difference between before and during Coivd-19
pandemic in the customers Self-fulfillment and their basic needs.

Statement of the Problem

The purpose of this study is to identify the new habits that are formed
during the Covid-19 pandemic and to explore the difference between the self-
fulfillment and Basic needs of the consumers before and during the pandemic
also the researchers need to describe how the pandemic affects the consumers
buying behaviors in aspects of financial and their social life about the pandemic.

Title: The Effects of Covid-19 in ICT-1203 Buying Behavior in Muntinlupa

National High-School Main S.Y 2020-2021

The purpose of this study is to know the effects of the Covid-19 crisis in ICT-1203
Buying Behavior

It intends to answer the following research questions:

1. What are the new buying habits that are formed beyond Covid-19
crisis?
2. What are the differences of the new and old buying habits before and
during Covid-19 crisis?
3. How does the new buying habits affect the consumers on their
everyday life.?

Scope and Delimitation

The researches is intended to explore the new habits that are formed
during the Covid-19 crisis and to know the differences of the self-fulfillment and
the basic needs of the customers before and during the Covid-19 and to identify
how does pandemic affects the buying behavior in aspects of financial and social
life of the customers. We are not intended to explore about the attitudes that being
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formed beyond the pandemic. The researchers are not intended to explore how
does Covid-19 affects the product that are being sold in the market. We only
exploring about the buying behavior and how Covid-19 does affect it. The
respondents that are included in our study is the class ICT-1203 Male and Female
from Muntinlupa National High-School Main. The respondents that not included
in our study are the Teachers and the School staff.

Significance of the Study

The following stakeholders could benefit from the study:

1. Students - It will help them to know about the effects of Covid-19 in our
economy and how Covid-19 change the buying behavior of consumers. It will
benefit them for being alert about how Covid-19 change the world. Thus it will
change them to perform well in our particular situation they will know how to
handle the situation during the Covid-19 pandemic.

2. Teachers- This study will help them to know more about the buying behaviors
and to know the habits that are formed during the Covid-19 crisis and to be much
more alert for what is happening.

3. School Administration- It will help to be much more resourceful and to know

the effects Covid-19. To enlighten more about the changing in the economy due
to the Covid-19 impact.

4. Income: People belonging to high income group having high disposable income
can be assumed to be more impulsive buyer as compared to people with low
disposable income. However no significant relationship between impulsive
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buying & income was found by Ghani et al. (2011), Yang et al. (2011), Woods
(1998) and Gutierrez (2004)

5. Age: Age is one of the imperative factors that influence impulsive shopping. It
has been observed that younger shoppers are more impulsive as compared to elder
ones. However in developing countries like Pakistan where younger generation
due to lack of independent source of income is very much dependent on their
family no such trend can be observed.

Literature Review

Research has also been done in New buying behaviors “Consumer

priorities have become centered on the most basic needs, sending the demand for
hygiene, cleaning and staples products soaring, while nonessential categories
slump. The factors that influence brand decisions are also changing as a “buy
local” trend accelerates. Digital commerce has also seen a boost as new
consumers migrate online for grocery shopping—a rise that is likely to sustain
post-outbreak.”(Accenture,2020). The evidence show the most consumer
priorities in the pandemic is their basic needs it also describe the factors that
influence the customers in brand decision. It also show that the non-essential
products . According to the findings of Accenture digital commerce has also seen
a boost as new consumers migrates online for grocery due To Covid-19 crisis.

“A consumer is a person who identifies a need or desire, makes a purchase and

then disposes of the product in the consumption process. A typical consumer’s
utility is dependent on the consumption of agricultural and industrial goods,
services, housing and wealth”(Grundey, 2009).  According to Grundey a person
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that identifies what he need or desire makes a purchase and then disposes of the
product consumption process before Covid-19 a person always focus for what he
desires than he need.

No two of them are the same, as everyone is influenced by different internal and
external factors which form the consumer behaviour. Consumer behaviour is an
important and constant decision-making process of searching, purchasing, using,
evaluating, and disposing of products and services (Valaskova et al., 2015).
According to et al the two people are same as if everyone is influenced by
different internal and external factors which form the consumer behavior like in
this situation we all have a same buying behavior some of people doing online
shopping because they feared in the outside because of the Virus.

Related Literature

In crisis times, new trends in consumer behaviour emerge. The most

important factors which model the consumer’s behaviour in crisis are risk attitude
and risk perception. Risk attitude reflects consumer’s interpretation concerning to
the risk content and how much he or she dislikes the content of that risk. Risk
perception reflects the interpretation of the consumer of the chance of being
exposed to the risk content. (Hoon Ang et al. (2001) in his work discussed that
these changes in consumption behaviour arising from an economic crisis may be
moderated by personality characteristics too. These characteristics of personality
include dimensions like the degree to which consumers are risk averse, value
conscious and materialistic. Earlier studies were indicative of behavioural changes
among consumer in times of crises with significant change in utility pattern. 

A study conducted by Flatters and Willmott (2009) identified few new

trends during crisis which include simplification of demand because of limited
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offers during crisis which tends to continue post-crisis where people buy simpler
offering with great value. The study also reported that even the rich people, post-
crisis expressed dissatisfaction with excess consumption and focused on recycle
and teach their children simple and traditional values. 

According to Amalia et al. (2012) in their study explained that people are not the
same and not all the people have the same perception about a situation with
negative effects like economic or any other crisis. In crisis times, new trends in
consumer behaviour emerge. The most important factors which model the
consumer’s behaviour in crisis are risk attitude and risk perception. Risk attitude
reflects consumer’s interpretation concerning to the risk content and how much he
or she dislikes the content of that risk. Risk perception reflects the interpretation
of the consumer of the chance of being exposed to the risk content

Related Study

From 1950 to 2010, many researches have been conducted on impulse

purchasing. Recent researches of impulse purchasing are found at sub-continent
countries in which researchers often observe some common variables. The more
time an individual has, the longer time he or she spends browsing the shopping
environment (Beatty and Ferrell, 1998).

Gender has specific influence on impulse buying such as women tend to be more
impulsive than men (Giraud, 2001). If consumers are in a good mood, they tend to
reward themselves more generously and tend to be more impulsive (Giraud,
2001).

According to Sinha (2003) Indian Customers is orientated towards shopping

because of the entertainment that can be derived out of it. He further added that
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the majority of the Indian population can be featured as young & working class
having higher purchasing power.

According to Castillo (2018) The first component is beliefs. A consumer may

hold both positive beliefs toward an object as well as negative beliefs. The
influence of beliefs is very strong than the influence of others. An example in the
Filipino culture is that “Don’t buy black shirt as it signifies bad luck”. This old
belief still carries thru generations and generations to come. However, due to
modern concept of fashion and fad, this old belief was already modernized.
Western influence in this stage is rampant as its culture was introduced to
Filipinos during their Philippine occupation after the Spaniards. These beliefs are
very strong as many western principles and influence are still in the mind of most
Filipinos which has become a part of their culture.

According to findings of Campos (2020) The Neilsen study, which was presented
during the webinar “Filipino Consumer Behavior and Retail Updates on COVID-
19”, revealed the distinction between the so-called “insulated shopper” and
“constrained shopper”. “While many will continue to stay at home, the impact
will not be equal. There are some opportunities for those who still have the money
to spend,” said John Patrick Cua, managing director of Nielsen’s retail
intelligence business for Philippines, Vietnam and Myanmar.The study tagged
insulated shoppers as those who managed to retain the job they have with
sustained, stable income and with money to spare.“They tend to compensate for
out-of-house experience with in-house activities like eating, working, entertaining
and grooming within their very homes. Compensation for what they miss from the
outside are dealt by scaling up in discretionary snacks, treats and beverages and
still have spare for personal grooming,” Cua said.
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Constrained shoppers are workers who lost their jobs, those faced with the
challenges of compressed income, labor relocation, debt default and those
subsisting on the basics with limited or no capability for small luxuries, at all.

Synthesis

The Researchers findings that synthesized here are highly relevant in our
research. We are planning to know more about the consumers because the more
time an individual has, the longer time he or she spends browsing the shopping
environment that may help us to find the findings about how Covid-19 affects the
buying behavior. We are specifically only choosing 30 of our respondents in our
particular field that we choose specially with their gender to know much more
how the pandemic impact by their gender in their buying behavior. Also we want
to know more about how self-fulfillment and basic needs will be differ from
before and during the pandemic as well because they are towards shopping
because of the entertainment that can be derived out of it. However some
consumer may hold both positive beliefs toward an object as well as negative
beliefs. The influence of beliefs is very strong than the influence of others. During
the pandemic newly habits are formed but few studies only know it and it
revealed the distinction between the so-called “insulated shopper” and
“constrained shopper”. “While many will continue to stay at home, the impact
will not be equal. There are some opportunities for those who still have the money
to spend.
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Research Paradigm

Affects the buying

Covid-19 Crisis behavior of the
consumers

Figure 2. The Research Paradigm of the Study

The diagram with Covid-19 is the cause that affects the buying behavior of
the consumers. Their buying behavior will be change forever or not because of the
rising crisis people are hard to strive to adapt the new normal due to pandemic.
People are affected with their financial problems and social problems because
some people can’t afford online shopping or pick up delivery because of the lack
of financial needs and also they didn’t accept salary because they can’t work
because of the crisis. So it is a big impact to the consumers that affects their
buying behavior because of the virus.
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Research Hypothesis

There is a new habits that are formed beyond Covid-19 crisis. If we be

more careful to handle the new habits we can easily performed it and practice as
the Covid-19 crisis gone.

There is a difference between the old and the new buying habits before
and during pandemic. Before the pandemic new habits is the most approached of
the people because they intend to be more efficiently when buying their needs
because they are always prioritize their basic needs than their personal needs. As
the Covid-19 crisis arises the basic needs is more intended because of the
hoarding of the products in the market they are feared of the virus.

If the habits are not changed then the Covid-19 has an effect in the buying
behavior of the consumers greatly at their financial and social state may affect by
the crisis.

Definition of Terms

For the purposes of this study, the following terms are defined:

1. COVID-19 - the virus that causes COVID-19 is mainly transmitted

through droplets generated when an infected person coughs, sneezes, or
exhales. These droplets are too heavy to hang in the air, and quickly fall
on floors or surfaces.
2. Pandemic- an epidemic occurring worldwide, or over a very wide area,
crossing international boundaries and usually affecting a large number of
people”. The classical definition includes nothing about population
immunity, virology or disease severity.
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3. Buying Behavior- is the decision processes and acts of people involved

in buying and using products.
4. Crisis- a time of intense difficulty, trouble, or danger.

II. METHODS
Design
The present study utilized Quantitative Research. It employed the use of
questionnaires as the research instrument to seek the answer that lead to numerical
data. Our study is descriptive aims to accurately and systematically describe a
population, situation or phenomenon. It can answer questions that Why, what and
Students priorities have become centered on the most basic needs, sending
demand for hygiene, cleaning and staples products soaring, while non-essential
categories slump that how does COVID-19 affects the buying behavior of the
students. The questionnaires were designed to accumulate enough information
pertaining to the objectives of the study. We used likert scale it is an
ordered scale from which respondents choose one option that best aligns with
their view. It is often used to measure respondents' attitudes by asking the extent
to which they agree or disagree with a particular question or statement we intend
to identify the attitudes of the respondents toward how COVID-19 crisis changed
their buying behavior on their everyday life.

Population and Sample

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The target population of the research are the Muntinlupa National High-
School Main Senior High School students of ICT-1203 during the First and the
Second term of the Academic year 2020-2021. These students belong to the same
strand of Information and Computer Technology.

With a population size of 50, the researchers will consider a sample of 30

respondents.

The Instrument(s)

Social Media Use Questionnaire

The Intervention (if applicable)

Data Collection Procedure

Data Analysis
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III. RESULTS

Demographic Profile of the Respondents

OPTION 1

OPTION 2
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IV. DISCUSSION OR CONCLUSIONS AND RECOMMENDATIONS

Conclusions

Recommendation
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References

Arafat, S., Kar, S., Marthoenis, M., Sharma, P., Hoque Apu, E., & Kabir, R.
(2020, July). Psychological underpinning of panic buying during pandemic
(COVID-19). Retrieved December 07, 2020, from
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7202808/

Beatty, S.E. and Ferrell, M.E. (1998). Impulse Buying: Modeling its
Precursors, Journal of Retailing, 74(2):169-191

COVID-19: Fast-changing Consumer Behavior. (2020, April 28). Retrieved

December 07, 2020, from https://www.accenture.com/us-
en/insights/consumer-goods-services/coronavirus-consumer-behavior-
research

Castillo, F. (2018). Consumer Buying Behavior: The Multicultural

Influence in the Philippines.Retrieved December 08 2020, from
http://www.theijbmt.com/archive/0920/844974745.pdf

Campos, O. V. (2020, October 15). Pandemic changes consumer

behavior. Retrieved December 08, 2020, from
https://manilastandard.net/mobile/article/336859

Flatters, P., Willmott, M. (2009). Understanding the postrecession

consumer. Harvard Business Review, 87(7/8), 64–72.

Giraud, M. (2001). Les Acheteurs Impulsifs: Proposition d'une Typologie,

Decisions Marketing, 24:17-24.

Grundey, D. (2009). Consumer behaviour and ecological agri-business:

Some evidence from Europe. Economics & Sociology, 2(1a), 157–
170. https://doi.org/10.14254/2071–789x.2009/2–1a/19
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Kar, S., Arafat, S., Kabir, R., Sharma, P., & Saxena, S. (1970, January 01).
Coping with Mental Health Challenges During COVID-19. Retrieved
December 07, 2020, from https://link.springer.com/chapter/10.1007/978-
981-15-4814-7_16

Lucas, D. (2020, December 02). Nielsen: Pandemic redrawing PH

consumer habits as low-key Christmas looms. Retrieved December 07,
2020, from https://business.inquirer.net/312887/nielsen-pandemic-
redrawing-ph-consumer-habits-as-low-key-christmas-looms

Sheth, J. (2020, September). Impact of Covid-19 on consumer behavior:

Will the old habits return or die? Retrieved December 07, 2020, from
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7269931/

N.T.T., Mai, K.Jung, , G. Lantz, and S.G. Loeb, (2003). An Exploratory

Investigation into Impulse Buying Behavior in a Transitional Economy: A
Study of Urban Consumers in Vietnam, Journal of International
Marketing, 11(2):13-35.

Valaskova, K., Kramarova, K., Bartosova, V. (2015). Multi criteria models

used in Slovak consumer market for business decision making. Procedia
Economics and Finance, 26, 174–182. https://doi.org/10.1016/s2212–
5671(15)00913–2
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Appendices
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Student Profile
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