Layos, Ben Ritche M.

4BSBA-A

Reference Group Influence on Product and Brand Purchase Decision of

Teenagers on Apparel Products in Makilala, Cotabato

Objectives:

1. To identify the determinants of reference group influence on product and brand

purchase decision of the respondents.

2. To identify the variables of product on purchase decision.

3. To identify the variables of brand on purchase decision.

4. To determine the influence of reference group on product purchase decision of

the respondents.

5. To determine the influence of reference group on brand purchase decision of the

respondents.

6. To evaluate the influence of reference group on product and brand purchase

decision of the respondents.