Chapter 1-5 Completee

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Consumer buying behavior refers to the selection, purchase and use of
goods and services to the fulfillment of their needs and wants. There are
different measures involved in the consumer behavior. Many factors, qualities
and characteristics have an impact on the individual in what and how the
customer does decision-making process, shopping patterns, their spending
habits, the brands they buy or the shops they goes.
Filipino consumers tend to be developing wiser shopping habits. They
are searching for promotions that sell their favorite products at cheaper prices,
and seem to be doing more price comparisons before they make any
purchases. The mere act of selecting a grocery store, a supermarket, a
boutique, or in mall is more than just shopping and buying. These were the
results of the household purchase tracking study conducted by Kantar , a
leading research provider of purchase and usage behavior information for
shoppers in many countries. The study revealed that despite of limited
resources, Filipinos prioritized health and beauty products, especially those
promised to enhance the complexion and make the skin flawless, with
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purchases of these products growing by 19 percent and 21 percent,
respectively, in 2011 compared to five years ago. But because of COVID 19,
consumer buying behavior has dramatically changed.
In Wuhan, the capital of central China’s Hubei Province, the Chinese
authorities informed the World Health Organization (WHO) about several cases
of a mysterious lung disease. It is clear that lockdown has had a profound effect
on how people live. From how people work, shop, entertain themselves, new
consumer behaviors span all areas of life. For retailers and consumer
packaged goods companies, these rapid shifts have important implications.
Many of the longer-term changes are still emerging in consumer behavior,
giving businesses an opportunity to help shape the next normal.
The shopping experience is important to Filipino consumers, who visit
malls not only to make purchases but also as a family or social activity. During
this pandemic Filipino market preferences have changed dramatically. With a
greater understanding of health and the need to stay at home, in almost every
household, online grocery shopping and food delivery have become the norm.
There have also been improvements in market activities, as e-commerce sites
are being developed by more and more retailers. All of these have meant that
Filipino customers have started to discover more ways of shopping and explore
their multitude of shopping choices. In terms of behavior changes the rise of
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online shopping particularly for groceries, is noteworthy. Among all age groups,
there is a wide segment of shoppers who tried to purchase online grocery for
the first time in March, and many are expected to continue buying in online
grocery stores, at least as long as the pandemic continues.
Intensive studies about the impact of COVID-19 on consumer’s attitudes,
behaviors and purchasing habits have focused on consumption and consumer
behavior, but researches have not looked at the pre- COVID-19 and during
COVID-19 buying behavior of female shoppers in San Pedro, Laguna. The
main purpose of this study is to compare and analyze female shoppers whether
their pre- COVID-19 and during COVID-19 buying behavior have similarities
and differences.
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Theoretical Framework
Figure 1
The Theoretical Framework of Comparative Analysis on the Level of Pre-
COVID-19 and During COVID-19 Buying Behavior of Female Shoppers in San
Pedro, Laguna
Maslow's hierarchy of needs, a psychological theory that comprises five
tiers of human needs and motivations (Corder,2020). This theory implies that
the needs lower down in the hierarchy must be satisfied before individuals can
attend to needs higher up. The researchers used this theory to analyze the
behavior of the consumers during and pre-coronavirus.
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Conceptual Framework
Dependent Variable
Independent Variable Level of Pre covid and During

Covid 19 Buying Behavior of
Demographic Profile of Female Shoppers in terms of:
the Female shoppers 1.1 Basic Needs
Generation (Age) 1.1.1Safety Needs
Civil Status 1.2 Psychological Needs
Pre covid and During 1.2.1. Esteem Needs
Covid 19 Monthly Income 1.2.2 Love and Belongingness Needs
1.3 Self-Fulfillment Needs
1.3.1Self-Actualization
Conceptual Framework of Comparative Analysis on the Level of Pre-COVID-
19 and During COVID-19 Buying Behavior of Female Shoppers in San Pedro,
Laguna
The figure above shows the conceptual framework of the study, wherein
the independent variable is the demographic profile of the respondents which
includes gender, civil status, generation and monthly income. For the
dependent variable, the level of pre- covid and during covid 19 buying behavior
of female shoppers in terms of basic needs, safety needs, psychological needs,
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esteem needs, love and belongingness need, self-fulfillment needs and self-
actualization. These is Maslow's hierarchy of needs that comprises five tiers of
human needs and motivation (Coder, 2020).
Statement of the Problem
The purpose of this study is to compare the pre covid and during covid
19 buying behavior of female shoppers .
1. What is the demographic profile of the respondents?
1.1 Gender
1.2 Age
1.3 Income
1.4 Social status
2. What is the level of pre covid and during covid 19 buying behavior of female
shoppers in terms of:
2.1 Basic Needs
2.1.1 Physiological Needs
2.1.2 Safety Needs
2.2 Psychological Needs
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2.2.1 Esteem Needs
2.2.2 Love and Belongingness Needs
2.3 Self-Fulfillment Needs
2.3.1 Self-Actualization
3. Is there any difference on the buying behavior of the female shoppers and
pre-COVID-19 and during COVID-19?
Hypothesis
Null Hypothesis: There are no difference on the level of pre covid and during
covid 19 buying behavior of female shoppers in San Pedro, Laguna.
Objectives of the study
● To know if there are any changes on the level of buying behavior of the
female shoppers residing in San Pedro,Laguna.
● To make a comparison on the buying behavior of female shoppers before
and during Covid-19.
● To identify the buying behavior of the female shoppers in San Pedro,
Laguna.
● To understand and explore how female shoppers purchase goods before
● and during Covid-19.
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● To have a thorough analysis on the buying behavior of the female
shoppers.
● Make a conclusion and recommendation that will help future researcher or
people who are intererested on making similar study.
Scope and Limitations of the Study
The scope of this study covered the extent to which female shoppers in
San Pedro were related. Due to limited resources and time, the study was only
limited to 400 respondents. The conduct of research is limited to data and
information gathering through online survey which will be sent to the
respondents. Respondents will be limited to female and will be contacted via
personal message. In any case that the link for the questionnaire is sent to the
wrong peson or to male, responses will be invalid.
Significance of the Study
The study conducted will benefit both consumers and businesses who
are trying to cope up amidst the pandemic. As discussed in this study, it will
provide a comparative analysis on the level of pre covid and during covid 19
buying behavior of female shoppers in San Pedro, Laguna.
To the students, that they may use this as a reference in order for them
to know how pandemic or CoVid-19 affected the buying behavior of female
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shoppers. This study contains information on how female shoppers purchase
before and during pandemic.
To the businesses/business owners, this study will help them gain
information about the transition of buying behaviors of their customers before
and during the pandemic, in this way businesses can adjust or create their
strategies that will be more suitable to the buying behavior of their female
consumers, thus giving them a competitive advantage among competitors.
To the consumers, they can gain insights and ideas on how other
consumers cope and adjust their buying behavior to adapt to the ongoing
pandemic.
To the future researchers, this study can help them identify the factors
that changed the buying behavior of consumers, and what strategies business
do to cope up, adapt and survive during these challenging times.
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Definition of Terms
For the purpose of clarification, the important terms used in this study
have been defined.
Basic Needs typically specified in terms of a minimal list of elements required
by humans. It includes basic necessities such as food, clothing, and shelter, as
well as essential services such as access to clean water, hygiene, education,
health care, and public transportation. (Chiappero-Martinetti, 2014)
Consumer behavior is a complex process including activities that individuals
participate in when searching, choosing, buying, using, reviewing and disposing
of products and services with the purpose of fulfilling needs and wants. (Belch,
2014)
E- Commerce also known as electronic commerce is the trading in products or
services using computer networks, such as the Internet. E-commerce draws on
technologies such as mobile commerce, Internet marketing, online transaction,
and electronic data interchange (EDI). (Kütz, pg16. 2016, “Introduction to E-
Commerce Combining Business and Information Technology”)
New Normal its refers to a new way of living and going about people lives,
jobs, and connections with others in order to control the spreading of the
disease.(Jamaludin, 2020)
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Pandemic refers to the diseases that spread across broad geographic areas.
It includes widespread person-to-person transmission of respiratory viruses like
COVID 19 that can be traced place to place. (Morens, Folkers, 2009 “The
Journal of Infectious Diseases, Volume 200, Issue 7, 1, Pages 1018–1021”)
Panic Buying is a phenomenon that happens when, in preparation of a
disaster or crisis, customers purchase excessively large quantities of such
goods due to fear of running out of stock, Panic buying creates detrimental
consequences such as supply chain delays, stock outs and price rises.
(McMaster University, 2020)
Pre-coronavirus is the period of time before coronavirus or the Covid19
pandemic. (Office for National Statistics, 2020).
Purchasing Power directs how much of a good can be purchased with a
specific amount of money. Buying power is the total sum of money you have to
spend, save or invest purchasing power dictates how far those money will go.
(Lohrey, 2019).
Purchase Intention is defined as an intention of a customer, buyer or
consumer to buy or purchase a product or service. (TechTarget,)
Self-Fulfillment Needs is the final stage of an individual's linear development.
Often identified as 'being' needs, these include personal and creative self-
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growth, which is attained by the fulfillment of human’s full potential. (Komninos,
2020)
Self- isolation is a vital element of efforts to contain infectious disease and an
essential aspect of the preparedness, readiness and response actions to
COVID-19. (World Health Organization, 2020)
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CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter will mainly discuss on the study that are done by previous
research of other authors in the similar area of the present study. Throughout
this chapter, there will be a comprehensive discussion on practical and
theoretical views of previous studies done in consumer buying behavior before
and during COVID-19 .
Pre-Coronavirus
Pre-coronavirus is the period of time before coronavirus or the Covid19
pandemic (Office for National Statistics,2020). Many of people used to live “pre-
COVID” life wherein everyone are free to do what they want to do without
having to worry about getting coronavirus. In addition, everyone are not bound
of any restrictions. Before this virus came, everyone are living without social
distancing or precautions such as face masks and being locked down
(Crist,2020). The things that people commonly do before COVID-19 strikes are
live concerts, travelling, having conversations or talking face to face, going to a
party and other social gathering. Those are things that everybody wants to do
especially holiday seasons when people are gathered on one place to celebrate
(Seattle Times,2020).
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Pandemic changed our life in just a snap and now that everyone are
facing COVID-19, many things changed from what people do every day. One of
the things that all of many of us do is shopping or buying our needs like foods,
clothes and other things. Before pandemic came into picture, shoppers usually
take in to consideration the quality, price and brand (Wold,2020). Shoppers
always look at the quality of the item that they will buy. When selecting fruits,
consumers always look for the quality to assure that it is fresh and not rotten.
Another thing, price is a factor that we always take into consideration when it
comes to buying our needs. We also check whether if an item is cheap or
expensive and if it is really worth the price.
The last thing that customers or shoppers prioritizes when selecting
goods to buy is the brand. Brand is an identifying symbol, mark, logo name,
word and/or sentence that companies use to distinguish their product from
others (Kenton,2020). Consumers look at brands due to the reputation that it
established and also their experience using the product of that brand. In
addition to that, Alex Kirk (2020) identified the same factors that consumers
considered in purchasing products.
Shoppers normally goes to store to buy their needs. The average person
goes to the grocery store 1.6 times a week and spends 43 minutes there, not
including the time spent getting to and from the store (Fivestar
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Homefoods,2017). The average American woman spends 190 hours each year
shopping for clothes, shoes, or window shopping. It is also found that these
same women spend 95 hours shopping for food—this task occupies only half
the time of shoe, clothes and window shopping (Forbes). The average woman
makes 301 trips to the store annually, spending close to 400 hours a year
shopping. This amounts to 8.5 years spent shopping during a typical lifespan.
(NY Daily News). According to Inquire.net, Filipino shoppers on average will
make about two trips a month. Thirty percent of consumers in the Philippines
do their main shopping once a week, another one-third do it fortnightly, and 25
percent do it once a month. Filipino grocery shoppers are most likely to “grab-
and-go,” with 35 percent of respondents saying they know what they want from
the store and 51 percent saying they will just visit parts of stores that have what
they want. Females continued to be the dominant shoppers in Filipino
households, comprising 67 percent of the total, even as a slight downtrend has
been detected over the last few years.
According to Paul Simons (2020), women are responsible for 83% of all
purchases. It means that the female is the one who makes purchases. Since
most women are just staying at home to take care of their families, they are
also the one who shops for their needs and budget it. Others think that women
always love buying shoes, handbags and sparkly things but in reality, they are
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the one who shops for the whole family (Brennan,2013). Women have much
higher expectations when buying at a brick-and-mortar store. They are most
likely to evaluate everything when buying in a store like the design or layout of
the store, price, quality and they also ask some questions to the sales lady
before they make purchases. Female also shops in a store wherein they feel
they are valued or welcome or they have some sort of emotional connection
(McGonagle,2018). Though most shoppers have their list or they have all the
things that they need to buy. Sometimes when shopping in store they tend to
add to cart somethings that are not on the list, this kind of buying is what we
call impulse buying. Impulse buying the act of buying something that you had
not planned to buy, because you suddenly want it when you see it (Cambridge
Dictionary).
The New Normal
COVID-19 outbreak caused by a SARS-CoV-2 virus has created a
deadly complication because of its fast transmission. In order to prevent by
being infected by the virus, several health protocols are needed to be followed.
World Health Organizaticonsumer behavioron suggests social distancing and
personal hygiene to prevent the fast transmission of the virus. In order to
control the spreading of the disease, the population must adapt and embrace
the “new normal” (Jamaludin, 2020). An article written by Martin (2020) found
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that current COVID-19 crisis and associated restrictions, people are finding
ways to stay entertained, informed and productive while being safe. As people
adapt to these changes, brands need to improve their marketing strategies in
order to gain consumers. They need to strategies beyond messaging and take
actions across their communications. New normal customer behaviour refers to
the behaviours, experiences and expectations consumers adopt after
experiencing COVID-19 quarantines. It is shaped by the need for sheltering-in-
place and the reduced shopping options. The study reported top five types of
consumer behaviour changes because of the COVID-19 and these are health
and wellbeing, finance, work, online commerce and content consumption
(Cohen,2020). The pandemic drastically changed the behaviour of the people
globally in just a few months. Not only the daily lives of people were altered but
also the global economy.
At this time of a pandemic, healthcare system, food, groceries and other
essential good are at high demand. Some retailers and businesses are pivoting
their products to suit the demand caused by the pandemic. It is very likely that
some businesses will adopt to the “new normal” which is the online grocery
shopping (Roggeveen, et.al. 2020). COVID-19 pandemic has influenced the
behavior of grocery shoppers. A study conducted by Grashuis et.al. (2020),
studied the elicit preferences for purchasing methods, time windows, and
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minimum order requirements and the fees. The researchers concluded that
grocery shoppers tend not to go shopping inside a grocery store when COVID-
19 cases are currently increasing but when COVID-19 cases is at its
decreasing rate, grocery shoppers prefers to shop inside a grocery store.
Another study as related on the study above, COVid-19 will also have a great
impact on the publishing industry. The study titled “Online Book Shopping in
Vietnam: The Impact of the COVID-19 Pandemic situation” aims to investigate
the influences of the pandemic to consumers intention in buying books online.
After studying the gathered data, it was found out that the relationship between
hedonic motivation and online purchase of books online is positive but
insignificant. The findings will assist the stakeholders to improve the quality of
their website and to develop their marketing campaigns.
According to Tran (2020) in his study conducted wherein it presents a
systematic framework to examine the effect of the perceived effectiveness of e-
commerce platforms (PEEP) on consumer’s perceived economic benefits in
predicting sustainable consumption, he concluded that there is a positive
moderating effect of pandemic fear on the relationships among PEEP,
sustainable consumption, and economic benefits. Telemedicine is a safe and
effective means of providing care by the physicians among the subspecialties.
The study conducted by Rizzi and Hynes aims to assess patient and surgeon’s
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satisfaction and efficacy of telemedicine during a rapid adoption due to the
global pandemic. The patients who completed a telemedicine encounter with an
orthopaedic surgeon were contacted. The researchers concluded that patients
and surgeons documented high levels of satisfaction with telehealth encounters
during the pandemic.
An article posted by “8MinuteRead”, there are 10 behaviours of
consumers shaping the new normal. These are consumers are spending more
time viewing media, There’s a feeling of economic insecurity, loading to price
sensitivity, a “maintain” mentality is more prevalent than a “gain/grow” mentality
right now, consumers appreciate brands that focus in their needs during the
difficult time, consumers see ride-sharing as risky but there are big
opportunities to automotive, many consumers are more likely to prevent public
transportation, they also seek contact-less retail, the pandemic created a
priority on shopping local, attitudes of consumers towards healthy lifestyle
evolved, and new users are one driver of ecommerce growth.
According to Mahipal (2020), around 95% of India’s retail sales usually
come from offline channels but to keep up with the trend more consumers
relied on online shopping and home delivery of products and services, it was
stated that offline retailers have been impacted about 60-80% across malls and
high-street stores during the pandemic. Despite the negative impacts of
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COVID-19 to offline retailers, it created a new opportunity for start-ups in
shopping and retail technologies.
Consumer Behavior
According to Belch & Belch (2014) Consumer behavior is a complex
process including activities that individuals participate in when searching,
choosing, buying, using, reviewing and disposing of products and services with
the purpose of fulfilling needs and wants. Consumers typically make purchase
decisions on a regular basis for the consumption of a good and some
consumers do not know the reasons that drive them to make such decisions on
a particular product or service or brand. Understanding the needs of consumers
and the buying process is the cornerstone of effective marketing. By
understanding how buyers proceed through the decision-making process, the
different players in the buying procedure and the factors affecting buying
behavior, marketers can discover more techniques on how to satisfy the
customer.
Shin and Mattila (2019) found that health consciousness has a positive
impact on buying intentions. In addition, this study also reveals this impact to be
influenced by gender. The main purpose of this study is to resolve these
discrepancies by exemplifying the mechanism by which health consciousness
may be connected to the internal psychological states of consumers such as
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identity and values. Openness to change, as a value, has been found to have
a significant impact on purchase intention (Mainardes, 2017).
Nolcheska (2017) suggests that social interaction of the consumer has a
significant effect on buying decision, along with the problem of awareness,
searching for relevant details, evaluation of alternatives, buying decision and
post-purchase satisfaction. Voramontri (2018) suggests that consumer
decision-making could be described as patterns of behavior for the acquisition
of goods or services, and later stated that there are different types of buying
behavior (1) Complex Buying - high level of consumer involvement, different
variations of brands, premium goods and high risk. (2) Dissonance reducing -
high customer involvement, few brand discrepancies and high risk (3) Habitual
buying - low customer involvement, few brand difference, frequent purchases.
(4) Variety seeking buying - low customer engagement, significant brand
discrepancies, shifting of brand for variety. The study concludes that customers
became more engaged in complex buying and they invest more time on social
media while reading reviews before making a decision.
The COVID-19 pandemic and the lock-down and social distancing
mandates have affected both purchasing and shopping patterns of consumers.
Consumers learn to compromise and adapt new lifestyle. For example,
consumers cannot go to the supermarket and other stores; therefore, the store
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comes home. Although shoppers are moving back to old habits, it is possible
that they will be modified by new rules and practices in the way consumers
shop and order goods and services. New habits will also evolve from
technological advancements, changing demographics, and innovative ways in
which customers have learned to deal with blurring job, leisure, and education
boundaries.
Basic Needs
According to Chiappero-Martinetti E. (2014), in order to meet basic
requirements and achieve a decent life, basic needs (BN) are usually defined in
terms of a minimal list of elements that human beings need. The list usually
covers basic goods, such as food, clothing and housing, as well as vital
services, such as access to drinking water, sanitation, education, health care
and public transportation. The 10 basic needs according to Daniel Sjöberg
(2019) are clean and beautiful environment, an adequate supply of safe water,
minimum requirements of clothing, a balanced diet, simple housing, basic
health care, communication facilities, energy, total education related to life and
living and cultural and spiritual needs.
People can develop unusual behaviors, such as panic buying, think that
they are going to run out of such items and goods during natural disasters and
health crises. Panic buying is a phenomenon that occurs when, in anticipation
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of a catastrophe or crisis (real or perceived), or in anticipation of major price
increases, customers buy disproportionately large quantities of such goods due
to fear of running out of supplies, and gives people a sense of control over the
situation. Panic buying, however, creates detrimental consequences such as
supply chain delays, stockouts and price rises (McMaster University 2020). The
lockout came after the initial stage of panic-buying.
The majority of customers have been forced to replenish their household
essentials by shopping online, mainly out of fear of catching the disease. E-
commerce has proved to be an efficient way of getting the required supplies
safely. After observing the increasing influence of e-commerce in the reports of
customers around the COVID-19 pandemic, consumers around the world
intend to shop online more even after the pandemic is over (Donald Fomb
2020). Also, customers who traditionally have never bought food online are
somewhat pressured to turn to online shopping (Marina Azmy, 2020)
Consumers are more likely to postpone transactions, especially costly
and large purchases. More than 40 percent of customers have suggested that
only when the coronavirus epidemic reduces or stops in their country can they
make large purchases. Grant Alexander Wilson (2020), mentioned that buying
behavior changes for the reason that those both employed and unemployed are
typically concerned with covering the basics such as rent, mortgage payments,
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groceries, utilities and medications. During the first COVID-19 surge, massive
demand rises for such goods were powered not by a few extreme consumers,
but by far more households opting to purchase the basic needs than average
(Martin O’Connell, Áureo De Paula, Kate Smith, 2020).
According to Mertens Reglitz (2020), the pandemic of Covid-19 has
shown us clearly that the Internet is no longer a luxury, a simple lifestyle
changes for those who can afford it. Rather, access to the Internet has become
a simple requirement. A lack of access to the Internet significantly impacts
people’s lives during this time. The Internet enables us to receive and share
vital information about the pandemic and the measures being put in place to
tackle it. It helps us to understand and scrutinize our governments’ actions. And
with approximately 20% of the world’s population social distancing or living
under quarantine conditions, technology helps us to work, shop and
communicate. A number of daily activities have shifted online, ranging from the
provision of health services to education programs that enable home schooling
(Article 19, 2020). According to Amanda Tarleton (2020), as the coronavirus
pandemic continues to sweep the country, many people are still quarantined at
home, and they stock up on everything from household necessities to items to
keep amused while distancing themselves from society. As supply struggles to
keep up with demand, this has led to a shortage of goods across the world. The
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top of everyone’s must-have list right now are tissues, hand sanitizer, mask,
and thermometer.
Psychological needs
Psychological needs can be defined as a psychological condition in
which something is required or wanted. The most widely known model of
psychological needs is the one proposed by Albert Maslow in his 1943 paper, A
Theory of Human Motivation. According to Maslow, there are hierarchy of
needs that ranges from basic physiological needs to self-actualization, which is
a desire for identity and purpose. Individuals, according to his theory, go from
the lower to high stages one level at a time. Only after the needs of the lower
level have been met can one focus on the needs of the upper level. When
needs in the lowest stage are met, they are no longer prioritized since they are
satisfied, however, have the ability to switch between levels. If a lower-stage
need is no longer fulfilled, it is re-prioritized at the expense of higher-stage
needs.
Feelings of belonging and love emerge as the third level of human
needs. Maslow argues that the need for interpersonal relationships will motivate
behavior. Examples of belonging and love, friendship, sincerity, trust and
acceptance, giving and receiving love and affection, membership, being part of
a group (family, friends, work) can be given as examples. Esteem needs is the
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fourth step in the Hierarchy of Needs. It is the desire to feel good about
yourself. Maslow defines esteem needs as having two components. The first
involves feeling self-confident and happy about oneself. The second
component is a sense of being respected by others; it is a feeling that one's
accomplishments and efforts have been acknowledged by others. When
people's esteem needs are met, they feel more secure and see their
contributions and accomplishments as valuable and important. However, if their
esteem needs are not addressed, individuals may experience "feelings of
inferiority," according to psychologist Alfred Adler. Maslow states that the need
for respect and respectability is the most important need for children and
adolescents and precedes true self-image or dignity (Hopper, 2020).
The COVID -19 pandemic has altered the normal social interactions, as
well as the working, schooling, recreational time spending, and shopping habits
of individuals. People are living differently, purchasing differently, and, in many
respects, thinking differently, according to the Accenture study (2020). As
consumers adjust to prolonged house quarantine, they embrace not just new
technology that facilitates work, study, and leisure activities, but also
consumption in new and relevant ways (LudvíkEger, 2021).
Statistically, the emergence of additional cases of anxiety- and stress-
related disorders were seen in clinical settings and confirmed by medical
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personnel who were treating patients with COVID-19 and engaging with fearful
families. According to findings from a long-term Chinese study, the majority of
the stress responses recorded were subclinical and resolved spontaneously
(Wang et al., 2020). This one was alarming for frontline health professionals,
who were concerned about spreading the virus to their families. On social
media, there was a palpable sense of malaise as people shared their health
concerns, the challenges of social distancing, and the need to focus on daily
basis survival (Khoury & El-Khoury, 2020)
The basic classification within the scope of the “hierarchy of needs”,
which Maslow claims to be within the individuals and on the basis of their
existence, and thus expresses the achievement of their targeted needs, still
remains valid today, however, it may be necessary to redefine the individual
affected by many changes and transformations in the long term after the
COVID-19 pandemic crisis and reinterpret the hierarchy of needs in this post-
crisis period.
Self-Fulfillment Needs
According to Andreas Komninos (2020), Self-actualization is the final
stage in the linear growth of an individual. Maslow believed that in order to
achieve this state of personal fulfilment, the person must first satisfy the
preceding needs (physiological, safety, love/belonging, and esteem). Relevant
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products in terms of Self-actualization are striving to realize the full potential
through education, travel, hobbies, engagement with environmental/social
causes, etc. (Millan,2013). Additionally, products enabling develop oneself is
entries to museums and theaters (Purgat, 2011). Pandemic rapidly change
every service, according to Valarie Jones (2020), theater industry there are
empty seats in the audience, which normally full in opening night. Theaters was
able to perform with a limited number of audiences to make sure the safety
guidelines and other do their performances online so consumers tend to buy
tickets online. (Jones, 2020). Before pandemic, theater as usual provide an
immersive experience that can transport the audience to a different world,
consumer therefore tend to fall in line just to watch a movie (Apoorva Mehta,
2019).
According to United Nations (2020), before the pandemic, the world was
already facing formidable challenges in fulfilling the promise of education as a
basic human right. Many countries are using online methods for delivery of
lessons. Government have used more traditional distance learning modalities,
often a mix of educational television and radio programming, and the
distribution of print materials. Supply that students usually need before
pandemic happens are pens, notebook, bag and their uniforms while during
pandemic it is mostly gadgets like computer, laptop and cell phone (Hatch,
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2016). Consumer behavior drives traveling products and services around the
world Carlota Feliu (2018). Demand in a desire of customers and clients for a
specific product or service. Therefore, the travel sector describes demand as
the number of consumers who travel and use tourism facilities in a given
timescale. In addition, travel is characterized as any destination away from the
place of residency or employment of a customer. The tourism sector thus
includes both domestic and foreign tourism (Carlota Feliu 2018).
The coronavirus pandemic has decimated the travel industry. The fear
and unease of consumers from gathering with their family abroad, vacation and
work abroad are uncomforting (Kim Boggs 2020). According to Marina
Azmy (2020), that when it comes to travel, when the outbreak is over in their
country, 33 percent will only buy vacation packages. In addition, customers are
not only delaying purchases: they are also absolutely abandoning their plans.
An estimated 22 percent of global consumers report that planned trips to
another country have been cancelled, and 35 percent say that planned
domestic trips have been cancelled.
The Shoppers
In definition a shopper/buyer is a person or an individual who buys or
purchases goods from a shop or a store, according to Cambridge Dictionary.
Research consistently shows that purchasing decisions are made by women, in
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the US 85% or equivalent of $14 trillion dollars are contributed by women’s
purchasing decisions in the market, according to 5W Public Relations (2020).
But in December last year the 1st case of corona virus was reported in Wuhan,
China. And by early April of 2020 the world has recorded one million cases, and
the current confirmed number of cases has surpassed 30 million around the
globe. With the threat of a global pandemic, shoppers have been forced to cope
up and adapt to the situation, given there are restrictions like lockdowns and
social distancing (Sheth,2020). The impact of this pandemic has influenced
everyone's way of life and one of the major influences is the way shoppers
buying behavior transitioned from pre-pandemic to the during pandemic buying
behavior (Bakhtiari, 2020).
One of the most noticeable changes in consumers buying behavior is the
transition from frequently buying from malls or physical stores to ecommerce
(Meyer,2021). Lockdowns from all over the world have forced consumers to
choose ecommerce, one is because it is only the available way of purchasing
goods at the given time, second is it is considered way safer than going out and
buying things in a physical store giving the risk of being exposed to the virus
(Wright and Blackburn,2020). Another noticeable change in consumers buying
behavior is their enlightenment in spending and consumption (Lewis,2020).
During the pandemic the economy is put in a dangerous place, many
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businesses and establishments are closing and many people are losing their
jobs making it financially hard to strive (Mehta et.al, 2020). People facing these
challenges tend to identify their needs and wants, prioritizing their needs or
basic necessities to survive the pandemic like food, water, vitamins and
supplements, household cleaners like soaps and detergents, alcohol and hand
sanitizers (Pannuti,2020).
Shopping Habits
Maruyama (2020) conducted a study that aims to estimate the relative
importance of variables compared to other factors namely supermarket
diffusion by incorporating shopping habit factors, beyond socioeconomic factors
and store characteristics factors into a framework for predicting consumer’s
choice to shop in a traditional versus modern retail formats. The study
concluded that socioeconomic factors have minimal impact on consumer
choice while shopping habit factors have great impact as market-relevant and
product-relevant attributes, especially for fresh-food and cooked-food shopping.
Worsley conducted a study to examine baby boomer’s food shopping behaviors
and also to investigate their relationships with demographics and personal
values. A questionnaire about food and shopping behaviors was utilized. After
analyzing the gathered data, it revealed that demographics and personal values
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influenced shopping behaviors in different pathways among male and female
baby boomers.
Shopping Habits can be also be seen in Gen Z which refers to the most
application-friendly and website-savvy generation engaging with the Internet. A
research by Ayuni (2019) aimed to examine the relationship of E-service
quality, online customer value, e-satisfaction and e-loyalty. The findings
reported that e-service quality became the expected predictor of online
customer value and satisfaction. In addition to this, the result confirmed the
mediating role of online customer value between e-service quality and e-
satisfaction. The study Comparative Study of Online and Offline Shopping: A
Case Study of Rourkela in Odisha tries to recognize how consumers measure
channels for their purchasing. The objective of the study is to provide an
impression of online shopping decision process by comparing online and offline
decision making identifying the factors that motivate customers to decide
whether to do online shopping or go for the offline shopping. The study
revealed that female tends to do online shopping than male. In addition, it is
also fairly important to go for an e-shopping.
According to Saleh, more than half of US consumers with internet
access now shop online at least once a month. More than 8 in 10 of the people
about 83% are satisfied overall with their online shopping experiences.
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Consumer Shopping Inventory (CSI) was examined in a study by Khare. It was
adapted to validate its applicability in different countries. The results revealed
new factors. Khare found support for five factors: quality conscious shopper,
fashion-conscious shopper, uninterested shopper, impulsive shopper, and
brand-conscious shopper. The findings stated that consumers shopping online
frequently and impulsive shoppers are more likely to look at convenience factor
of online shopping. It was also found out that brand-conscious shoppers and
quality conscious shoppers were not likely to purchase online.
People shop for what they like. If they shop for healthy foods, they will
eat healthy foods. A study was conducted by Adaji (2018) to explore the factors
that influences the behavior of shoppers. Research has shown that social
support, relative piece, and perceived product quality significantly influence
health habits in shopping. According to statistics given by Ross (2019),
millennials make their purchases online about 54%. Millennial spending in the
U.S is estimated to account for 30% of total retail sales in 2020 while 67% of
millennials prefer to shop online rather than in-store. About 81.3% of millennials
reported that they shop online at least once a month. Online shopping provides
more convenience compared to in-store shopping. Opportunities for this kind of
shopping transforms travel behavior related and they also have potential to
reduce overall travel demands.
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According to Rosqvist, online shopping might facilitate reductions in
carbon dioxide emissions but above all, it could act also as facilitator in
implementing other policies promoting a less car dependent planning including
shopping localization. Despite the numerous advantages of online shopping,
there is also bad shopping habits to break. According to an article written by
Money (2020), an individual should plan shopping trips, an individual shouldn’t
be fooled by sales, avoid going into a debt, and an individual should have a
budget for shopping. These tips will help to save you from buying things that
are not necessary.
Purchase Intention
In simple words, purchase intention is the intention of a customer, buyer
or consumer to buy or purchase a product or service, according to TechTarget.
Many factors can affect the purchase intention of a customer. It may depend on
the industry of the product, the financial capability of a customer, endorsement
of the product (how and who endorse the product) but the most popular factors
that said to be affecting the purchase intention of a customer is the brand
name, price, packaging, and brand awareness (Younus, Rasheed & Zia,2015).
A study conducted by Tih and Lee shows that the top factor that is affecting
purchase intention is the impact of brand image and the brand awareness of
the customers to the product.
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For brand image, shows that a highly or well marketed product will most
likely catch a customer’s attention thus increasing the purchase intention of a
shopper (Akbariyeh,2015). And also, for brands or products that are already
well known, customers' perceived quality of these products is high enough to
encourage purchase. Well marketed products also let the public know that the
said product exists, increasing the brand awareness of the customers, leading
also to the increase of purchase intention (Shahid, Hussain & Azafar,2017). In
our fast-moving digital age, the marketing of products evolves from tv’s and
radios to digital meaning surfing the internet and browsing our phone
(Balakrishnan, Dahnil & Yi, 2014). This has a big impact on purchase intention
because people nowadays spend more time on the internet and phone
because of the pandemic, and also internet run algorithms that give you more
variety and choices in just one click.
Consumer Buying Power
The term consumer buying power refers to the capability of an
individual or a specific market to buy certain amount of goods. In other
definitions it is the ability to make purchases (Burnett, 2016). High buying
power means that consumers have more money while low buying power is the
opposite of high buying power which means consumer has less money to
spend. Economy also affects the buying power for example, if there is inflation
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many people would not be able to buy because the price is high. There are
different aspects of consumer buying power like income, credit, wealth,
willingness to spend, consumer spending patterns and many more.
According to Billie Nordmeyer (2018), consumer buying power changes
from time to time due to inflation or deflation, changes in wages, and the value
of currency. As a consumer, or someone who buys goods for personal use, you
will be able to purchase more with the same amount of money in a
noninflationary period than in an inflationary period. In an article written by Paul
Tracy (2020), he explained that demand-pull theory and cost-push theory
decreases buying power. The first theory says that prices increase when
demand for goods and services exceeds their supply. On the other hand, the
second theory says that in order for the companies to cover higher supply
prices and maintain profit margins, they create inflation which raises the price of
the goods.
Many people think that buying power and purchasing power is the same
but it is not. Consumer buying power should not be confused with consumer
purchasing power (Chruscinski,2017). Purchasing power dictates how much of
a good can be purchased with a specific amount of money. Buying power is the
total sum of money you have to spend, save or invest, purchasing power
determines how far those dollars will go (Lohrey,2019). Though there are some
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confusions bet ween purchasing power and buying power it can be seen that
these two are not really the same. Since buying power is about the ability to
purchase, it can be assumed that almost everyone has buying power. But
according to some researches and articles, Women has the most buying
power. Women performed an estimated US$31.8 Trillion in consumer spending
in 2019, globally. In Asia, the annual consumer spending of women in 2019 is
US$13.4 trillion. On average, 89% women are the one who manages the
finances and responsible for household spending. Though women have the
most buying power, they tend to earn less than men which also impacts their
buying power (Catalyst,2020).
Now that the whole world is facing a big danger which is COVID-19, it
also made a huge impact to the buying power of everyone. One of the factors
that affected the consumer buying power is unemployment. In the Philippines,
the unemployment rate is 10.2 percent in 2020 based on the latest Labor Force
Survey of the Philippine Statistics Authority, DOLE Assistant Secretary
Dominique Tutay (Gutierrez,2021). With the given, figure, it can be expected
that the buying power of the Filipinos decreased. In a study conducted by Li,
Futalan, and Mamhot (2020), the results showed that gender, education, and
occupation directly influence consumer buying behavior during the COVID-19
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pandemic. The buying capacity of individual people has been undermined
because of reduced salaries or the termination of employment.
Synthesis
The above literature are useful because it helps on defining what this
study is all about. Previous studies similar to this are made reference to make
this proposed study possible. Researches about level of buying behavior pre-
and during COVID-19 will help in strengthening this paper. The researcher will
make a comparison about the buying behavior of female shoppers pre-COVID-
19 and during covid-19.
In this study, Pre-Covid-19 was defined as the time before Covid-19 or
the pandemic occur. The buying behavior refers to the actions taken by
consumers before buying goods and services. The consumers or shoppers are
the one who buys goods and services.In this study, female shoppers are the
main focus. The need of the consumers affects their buying behavior. These
are classified as Basic Needs, Psychological Needs and Self-Fulfillment Needs.
Before covid-19 came into picture, consumers considers the quality, price and
brand of a product before purchasing it. Women or the females are in charge
of household purchases. They have the buying power though not all of them
have the money. 83% of all purchases are made by women, according to Paul
Simons. Covid-19 disrupted the market by making them follow the guidelines
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set by authorities. Business owners created new set of plans in order to keep
their business running. Things change because of unexpected event like Covid-
19 which made a huge impact to our daily lives and disrupted the way we do
things normally.
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CHAPTER 3
METHODS OF RESEARCH
This chapter outlines the methodology by which the research is conducted such
as the collection, measurement and analysis of data relevant in the
comparison on the level of pre covid and during covid 19 buying behavior of
female shoppers in San Pedro, Laguna.
Research Design
The researchers used descriptive-comparative method through
quantitative approach because it best serves to answer the questions and the
purpose of the study. To acquire the relevant data needed, the researchers
used online survey questionnaire.
In descriptive-comparative method, the researchers included two
variables that are not manipulated and established a systematic procedure to
determine the significant differences between the two variables. This method
helped the researchers to describe the situation on the present period of the
study.
Respondents of the study
This research is based on the total population of 99,502 females who
resides in San Pedro, Laguna ages 15-60 years old (CBMS,2021). In order to
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get the number of samples, the researchers used stratified random sampling
using Slovin’s Formula and stratified sampling formula (sample size/population
size) x stratum size. The survey was conducted to 400 female shoppers in San
Pedro, Laguna.
Research Instruments
The researchers created an online survey questionnaire (Google forms).
It was distributed to the respondents by sending link the link so that they can
answer the said survey. Through the utilization of this instrument, the data was
gathered. The questionnaire is divided into two parts. The first part is about the
demographic profile of the respondents. The second part covered the pre-
COVID-19 and during COVID-19 buying behavior.
Data Collection
Primary and secondary data are used in this study. By the use of survey,
primary data was collected. Primary data came from the survey that the
researchers conducted. Secondary data came from various resources like
previous researches conducted by other researchers. Due to some restrictions
and safety precautions because of the pandemic, the researchers created an
online survey by the use of google forms. After collecting and compiling the
answers of the respondents, the data are be organized, tabulated, processed
and interpreted .
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Statistical Treatment Of Data
Slovin’s Formula is used to find the sample size.
𝑛=𝑁1+𝑁𝑒2
Where:
n = sample
N=population
e = is the margin of error
Likert scale is used to approach rating scale in a research survey that employs
a questionnaire.
Frequency and Percentage Distribution is a tool used in analyzing the
respondents account information and in presenting of a part to the whole. The
formula is:
Percentage is used to find the amount or share of something in terms of 100
(%) = f/N x 100
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Where:
% = percentage
f= no. of scores in a given category
N = total number of respondents
Weighted Mean is used to compute the arithmetic mean that gives different
observations and equal weight in accordance with their unequal relative
importance, the weighted mean was computed. The formula is:
Where:
Σ = the sum of (in other words…add them up).
w = the weights.
x = the value
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Chi-square
The chi-squared test is used to determine whether there is a significant
difference between the expected frequencies and the observed frequencies in
one or more categories.
where:
c=Degrees of freedom
O=Observed value(s)
E=Expected value(s)
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CHAPTER 4
PRESENTATION, ANALYSIS AND PRESENTATION OF DATA
COVID-19, disease caused by SARS-COV2 virus, is now spreading
across the world and infected many people. In order to control the spreading of
the disease, the population must adapt and embrace the “new normal”
(Jamaludin, 2020). The buying behavior refers to the actions taken by
consumers before buying goods and services. The impact of this pandemic has
influenced everyone's way of life and one of the major influences is the way
shoppers buying behavior transitioned from pre-pandemic to the during
pandemic buying behavior (Bakhtiari, 2020).
This study assessed the level of buying behavior of the female shoppers
pre- and during covid-19 based on their needs. These needs are divided into
three: basic needs (physiological and safety needs), psychological needs (love
and belongingness and esteem needs) and self-fulfillment needs (self-
actualization).
This chapter presents the gathered data among 400 female shoppers
who resides in San Pedro, Laguna with ages ranging from 15-60 years old. The
first part presents the demographic profile of the respondents which consists of
generation (age), civil status and monthly income (Pre and During COVID-19).
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The second part shows the assessment on the level of buying behavior of the
female shoppers in terms of basic needs, psychological needs and self-
fulfillment needs Pre- and During COVID-19. The third part is the analysis and
comparison of data between Pre- COVID-19and During COVID-19 using chi-
square.
1. PROFILE OF THE RESPONDENTS
1.1 Generation (Age)
Table 1
Frequency and Percent Distribution of the Respondents’
Profile by Generation (Age)
GENERATION Frequency Percentage
Baby Boomers 19 4.75 %
Gen. X 107 26.75 %
Millennials/Gen. Y 169 42.25 %
Gen. Z 105 26.25 %
Total 400 100 %
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Table 1 show the frequency and percent distribution of the respondents
when they are grouped in terms of their generation (age). Based on the table,
169 or 42.25 %of the respondents of the surveyed female shoppers are
millennials or Generation Y. 26.75% or 107 are Generation X, followed by
Generation Z with105 or 26.25% and Baby boomers with 4.75 % or 19
respondents. This implies that majority of the female shoppers are Generation
Y or Millennials. This implies that millennials mostly do the shopping rather than
the other age group or generation. In addition, 60% of millennials tend to
gravitate toward purchases that are an expression of their personality -- the
brand must speak to them at this level and make them feel good. Unlike baby
boomers and Gen Xers, who consume based on quantity, millennials value
their dollar more and value products that meet both a logistical and emotional
need (Woo, 2018).
1.2 Civil Status
Table 2
Profile by Civil Status
CIVIL STATUS Frequency Percentage
Single 223 55.75 %
Married 167 41.75 %
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Widowed 10 2.50 %
Total 400 100 %
Table 2 shows the frequency and percent distribution by civil status.
Majority of the respondents who answered the survey are single which
garnered 223 or 55.75%. 41.75 % or 167 of the respondents are married and
followed by widowed which has 10 or 2.50%. According to National Association
Realtors (2018) Single female buyers continue to be a powerful force in the
market. For the second year in a row, single female buyers accounted for 18
percent of all buyers. The group was the second most common household
buyer type behind married couples (63 percent).
1.3 Monthly Income Pre-Covid-19 (Before)
Table 3
Profile by Monthly Income Pre- COVID-19
MONTHLY INCOME (BEFORE) Frequency Percentage
Below 10,957 151 37.75 %
10,958 to 21,914 177 44.25 %
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21,915 to 43,626 63 15.75 %
43, 892 to 76,669 6 1.50 %
76,670 to 131,884 1 .25 %
131,885 to 219,140 1 .25 %
219,141 and above 1 .25 %
Total 400 100 %
Table 3 shows the percent and frequency distribution of the respondents
by their Pre-COVID-19 monthly income. It shows that 177 out of 400
respondents or 44.25% says that their Pre- COVID-19 monthly income ranges
from 10,958 to 21,914. 151 or 37.75% of the respondents says that their
income before COVID-19 is below 10,957 and 63 or 15.75% says that their
monthly income ranges from 21,915 to 43,626. Out of 400 respondents, 6 or
1.50% says that their Pre-COVID-19 monthly income is 43, 892 to 76,669. 1
or .25% of the respondents answered that their Pre-COVID-19 monthly income
ranges from 76,670 to 131,884 the same frequency and percent can be seen
with 131,885 to 219,140 and 219,141 and above monthly income, respectively.
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Data from the PIDS showed that as of 2018, there were 8.4 million low-income
families in the country, and 7.5 million lower middle-income families in the
country. Some 4.3 million families belong to the middle and the upper middle
class, the upper but not rich account for 358,000 families, while some 143,000
families are classified as rich in the Philippines, the PIDS said (Domingo, 2020).
1.4 Monthly Income During COVID-19
Table 4
Profile by Monthly Income during COVID-19
MONTHLY INCOME (DURING) Frequency Percentage
Below 10,957 169 42.25 %
10,958 to 21,914 164 41%
21,915 to 43,626 60 15%
43, 892 to 76,669 3 0.75%
76,670 to 131,884 3 0.75%
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131,885 to 219,140 0 0%
219,141 and above 1 0.25%
Total 400 100%
Table 4 shows the percent and frequency distribution of the respondents
by monthly income during COVID-19. 169 or 42.25% says that their income
during COVID -19 is Below 10,957. 41% or 164 of the respondents answered
that their monthly income during COVID-19 ranges from 10,958 to 21,914 and
15% or 60 or the respondents said that their monthly income during COVID-19
ranges from 21,915 to 43,626. 3 or 0.75% said that their monthly income during
COVID-19 ranges from 43, 892 to 76,669 same number and percent of
respondents also answered 76,670 to 131,884, respectively. On the other
hand, 1 out of 400 respondents or .25% said that their monthly income during
COVID-19 ranges from 219,141 and above. According to Singh, Singh and
Baruah (2020), there was a large drop in income and employment with the
announcement of lockdown. Although there is some recovery with easing of
lockdown restriction, income is still lower than the income before COVID-19. On
an average, people are still earning about 44 per cent less than their pre-
lockdown income.
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1.5 Is your income affected by COVID-19 Pandemic?
Table 5
Frequency and Percent Distribution of the Respondents’ Response
On the Question “Is your income affected by COVID-19 Pandemic?”
Is your income affected by Covid-

Frequency Percentage
19 Pandemic?
Yes 316 79 %
No 84 21 %
Total 400 100 %
Table 5 shows the frequency and percent distribution of the respondents
on the question “Is your income affected by COVID-19 Pandemic?”. Based on
the table, it can be seen that majority of the respondents (79% or 316 out of
400) answered that their income was affected by the COVID-19 Pandemic. On
the other hand, 84 out of 400 or 21%of the respondents said that their income
is not affected by COVID-19. According to Invest in Women (2020), majority of
employees reported that their job was suspended, hours and pay reduced, or
they were forced to take unpaid leave. Only 37% of employees could report that
COVID-19 had no impact on their job.
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2. LEVEL OF BUYING BEHAVIOR
2.1 PRE-COVID 19 (BEFORE COVID 19)
2.1.1 Basic Needs
Table 6
The Level of Buying Behavior of Female Shoppers
Based on Basic Needs, Pre-COVID-19
Measurement F % Weighted Mean Interpretation
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1. I prefer buying fresh
foods rather than frozen
and processed foods.
● Always 165 41.25% 4.04 Always

● Often 93 23.25%
● Sometimes 136 34%
● Rarely 6 1.5%
● Never 0 0
2. I ensure the quality of the

foods before buying it.
● Always 278 69.5%

90 22.5% 4.62 Always
● Often
● Sometimes 32 8%
● Rarely 0 0%
● Never 0 0%
3. When it comes to buying

clothes, I prefer going to
physical store.
● Always 114 28.5% 3.73 Often

● Often 77 19.25%
● Sometimes 197 49.25%
● Rarely 12 3%
● Never 0 0%
4. When it comes to
choosing or buying a
3.59 Often
product, brand is not
important.
118 29.5%
● Always
104 26%
● Often
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● Rarely 23 5.75%
● Never 41 10.25%
5. I purchase my basic
needs (like foods, water
and clothes) regardless of
the price (cheap or
expensive).
218 54.5%
● Always 4.35 Always
117 29.25%
● Often
53 13.25%
● Sometimes
9 2.25%
● Rarely
3 0.75%
● Never
6. I make sure that we have

enough budget for our
monthly expenses (e.g.,
rent, utilities, food, others).
● Always 211 52.75%

● Often 78 19.5% 4.23 Often
● Rarely 2 0.5%
● Never 3 0.75%
7. When I go shopping, I 3.15 Sometimes

choose to walk rather than
riding public transportation.
● Always 47 11.75%
● Often
119 29.75%
● Sometimes
116 29%
● Rarely
82 20.5%
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● Never 36 9%
8. I prepare a budget
allotted for food every
week.
226 56.5%
● Always
71 17.75% 4.25 Always
● Often
86 21.5%
● Sometimes
11 2.75%
● Rarely
6 1.5%
● Never
9. I make sure that I have

savings in case of an
emergency.
● Always 201 50.25%

4.15 Often
● Often 80 20%
● Rarely 16 4%
● Never 4 1%
10. I stock food in case of

unexpected natural
calamities (e.g. typhoon).
● Always 117 29.25%

3.91 Often
● Often 154 38.5%
● Rarely 18 4.5%
● Never 3 0.75%
OVERALL WEIGHTED
4.00 Often
MEAN
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Table 6 shows the level of buying behavior of female shoppers based on
Basic Needs, Pre-COVID-19. On the first statement, female shoppers always
prefer buying fresh foods rather than frozen and processed foods which
gathered a 4.04 weighted mean. The second statement “I ensure the quality of
the foods before buying it” has a weighted mean of 4.62. This means that
female shoppers always ensure the quality of the foods before purchasing it.
“When it comes to buying clothes, I prefer going to physical store” garnered a
3.73 weighted mean. It can be interpreted that female shoppers often go to
physical stores when buying clothes before COVID-19 strikes. On the
statement “When it comes to choosing or buying a product, brand is not
important”, female shoppers often buy products without considering the brand
which garnered a 3.59 weighted mean. The statement “I purchase my basic
needs (like foods, water and clothes) regardless of the price (cheap or
expensive) garnered a weighted mean of 4.35. Based on that result, it can be
concluded that Female shoppers always buy their basic needs regardless of its
price. “I make sure that we have enough budget for our monthly expenses
(e.g., rent, utilities, food, others)” got a weighted mean of 4.23. It can be
inferred that female shoppers often make sure that they have enough budget
for their monthly expenses. “When I go shopping, I choose to walk rather than
riding public transportation.” has a weighted mean of 3.15 which means that
female shoppers sometimes ,even before COVID-19, prefer walking than to
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ride a public transportation. The statement “I prepare a budget allotted for food
every week” has a weighted mean of 4.25. It can be said that Female shoppers
always allot budget for food weekly. “I make sure that I have savings in case of
an emergency.” got a weighted mean of 4.15 which means that female
shoppers often save in case of emergency. As seen on statement ten, Female
shoppers often stock food in case of an unexpected natural calamity which has
a weighted mean of 3.91. This means that stocking food is often done even
before COVID-19. Basic needs have an overall mean of 4 which means that,
pre-COVID-19 buying behavior of female shoppers are often focused on basic
needs.
2.1.2 Psychological Needs
Table 7
Based on Psychological Needs, Pre-COVID-19
1. I purchase things 4.04 Often

that will boost my
confidence. 184 46%
106 26.5%
● Always
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● Often
71 17.75%
● Sometimes
21 5.25%
● Rarely
● Never 18 4.5%
2. When I am shopping,
I tend to buy on an
impulse.
23 5.75%
● Always 3.05 Sometimes
47 11.75%
● Often
275 68.75%
● Sometimes
38 9.5%
● Rarely
17 4.25%
● Never
3. I buy things for my

personal use.
● Always
128 32%
● Often 3.77 Often
139 34.75%
● Sometimes
47 11.75%
● Rarely
● Never 86 21.5%
0 0%
4. I shop whenever I
feel like it.
● Always 26 6.5%
83 20.75% 2.84 Sometimes
● Often
● Rarely 79 19.75%
● Never 61 15.25%
5. I buy things for the 3.97 Often

sake of making my
family feel loved. 128 32%
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● Always
154 38.5%
● Often
100 25%
● Sometimes
13 3.25%
● Rarely
5 1.25%
● Never
6. I get upset when I
can’t have the thing that
everybody has.
9 2.25%
● Always 1.97 Rarely
20 5%
● Often
106 26.5%
● Sometimes
81 20.25%
● Rarely
184 46%
● Never
7. I buy things just for
fame
20 5%
● Always
37 9.25%
● Often 1.91 Rarely
55 13.75%
● Sometimes
63 15.75%
● Rarely
225 56.25%
● Never
8. I purchase things for
the sake of keeping it
(collecting).
● Always 25 6.25%
● Often 34 8.5%
● Rarely 2.57 Rarely
137 34.25%
● Never
60 15%
9. I buy things for the 2.30 Rarely
sake of being “in”.
● Always 49 12.25%
● Often 14 3.5%
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● Rarely 146 36.5%
● Never 124 31%
10. I buy things so that I
won’t be left out.
● Always 18 4.5%
● Often 15 3.75% 2.15 Rarely
● Rarely 129 32.25%
● Never
131 32.75%
OVER ALL
2.86 Sometimes
WEIGHTED MEAN
Table 7 shows the buying behavior of female shoppers in terms of Pre-
COVID-19 psychological needs. On the statement,” I purchase things that will
boost my confidence” gathered a 4.04 weighted mean. It implies that female
shoppers often purchase things to boost their self-confidence. With a weighted
mean of 3.05, “When I am shopping, I tend to buy on an impulse” can be
concluded that female shoppers sometimes buy on an impulse. “. I buy things
for my personal use” has a weighted mean of 3.77 which means that female
shoppers often buy things for personal use. “I shop whenever I feel like it” has a
weighted mean of 2.84 and can be interpreted that female shoppers sometimes
shop whenever they feel to shop. “I buy things for the sake of making my
family feel loved” garnered a weighted mean of 3.97. It infers that often times,
female shoppers buy things so that they can make their family feel loved. With
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a weighted mean of 1.97,the statement” I get upset when I can’t have the thing
that everybody has” means that female shoppers rarely get upset if they cannot
buy the everyone have. “I buy things just for fame” has a weighted mean of
1.91. It can be said that female shoppers rarely buy things so that they can be
famous. Female shoppers rarely buy things for the sake of collecting it which
gathered a weighted mean of 2.57. “I buy things for the sake of being “in” got a
weighted mean of 2.30, which means that female shoppers rarely purchase
things so that they can be :”in”. With a 2.15 weighted mean, statement “I buy
things so that I won’t be left out” can be interpreted as mostly or majority of the
female shoppers rarely buy things so that they won’t be left out. Over all,
psychological needs have a weighted mean of 2.86 which can be interpreted
that sometimes before COVID-19, psychological needs are still met.
2.1.3 Self- Fulfillment Needs
Table 8
Based on Self- Fulfillment Needs, Pre-COVID-19
1. I buy things that 3.55 Often

will help me
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enhance my skills.
● Always
59 14.75%
● Often
116 29%
11 2.75%
● Rarely
2 0.05%
● Never
2. I shop things that

will help me
become a better
person.
● Always 99 24.75%
114 28.5% 3.72 Often
● Often
165 41.25%
3 0.75%
● Rarely
● Never
3. I buy things for 4.12 Often

the sake of being
happy. 146 36.5%
177 44.25%
● Always
62 15.5%
● Often 9 2.25%
6 1.5%
● Sometimes
● Rarely
63
64

● Never
4. I bought things
that will greatly help
on pursuing my
dreams.
● Always
70 17.5% 3.51 Often
● Often 116 29%
166 41.5%
● Sometimes
45 11.25%
● Rarely 3 0.75%
● Never
5. I buy things
because I long to
have it.
● Always
90 22.5%
● Often 62 15.5% 3.38 Sometimes
163 40.75%
● Sometimes
79 19.75%
● Rarely 6 1.5%
● Never
6. I shop for my 3.40 Sometimes

personal growth.
76 19%
● Always
108 27%
● Often 121 30.25%
88 22%
● Sometimes
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● Rarely
7 1.75%
● Never
7. I shop to obtain
new skills.
● Always
103 25.75%
● Often 83 20.75% 3.53 Often
145 36.25%
● Sometimes
59 14.75%
● Rarely 10 2.5%
● Never
8. I am sad when I
can’t buy the things
that will help me
grow as a person.
● Always
34 8.5% 2.55 Rarely
● Often 45 11.25%
151 37.75%
● Sometimes
45 11.25%
● Rarely 125 31.25%
● Never
9. I do not buy 3.28 Sometimes

things that will not
help me to become
a better person. 111 27.75%
82 20.5%
● Always
127 31.75%
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● Often
● Sometimes
21 5.25%
● Rarely 5 1.25%
● Never
10. I buy things to

explore new things.
● Always
96 24%
● Often
123 30.75% 3.71 Often

21 5.25%
● Rarely
5 1.25%
● Never
OVER ALL
3.48 Often
WEIGHTED MEAN
Table 8 shows the level of buying behavior of female shoppers in terms
of Pre- COVID-19 self-fulfillment needs. “I buy things that will help me enhance
my skills" has a weighted mean of 3.55. It can be said that female shoppers
often buy thing that will help them enhance their skills. "I shop things that will
help me become a better person" got a weighted mean of 3.72. It can be
interpreted that female shoppers often shop things that will help them become a
better person. "I buy things for the sake of being happy." gathered a 4.12
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weighted mean, which means that female shoppers often by things that will
make them happy. "I bought things that will greatly help on pursuing my
dreams" has a calculated weighted mean of 3.51. Female shoppers often by
things that will help them attain their goal. "I buy things because I long to have
it" statement got a weighted mean of 3.38 which can be interpreted as for
female shoppers, they sometimes buy the things that they have been longing to
have. Female shoppers sometimes shop for personal growth which has a
weighted mean of 3.40. "I shop to obtain new skills" got a calculated weighted
mean of 3.53. It means that shopping to obtain new skills are often done by
female shoppers. "I am sad when I can’t buy the things that will help me grow
as a person." weighted mean result is 2.55. Mostly, female shoppers are rarely
sad when they can’t buy the things that will help them become a better person.
Having a weighted mean of 3.28, ".I do not buy things that will not help me to
become a better person" can be interpreted that sometimes female shoppers
do not buy things that will not help them become a better person. "I buy things
to explore new things" got a weighted mean of 3.71 which can be viewed as
often times, female shoppers buy things to explore. Overall, self fulfillment
needs has a weighted mean of 3.48, which can be interpreted as pre- COVID-
19 buying behavior of the female shoppers in terms of Self-Fulfillment needs
are often times considered by female shoppers.
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2.2 DURING COVID-19
2.2.1 Basic Needs
Table 9
Based on Basic Needs, During COVID-19
Weighted
Measurement F % Interpretation
Mean
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1. I prefer buying fresh
foods rather than frozen
and processed foods.
● Always
186 46.5%
● Often
4.32 Always
158 39.5%
● Sometimes
53 13.25%
● Rarely
3 0.75%
● Never
0 0

● Always
305 76.25%
● Often
38 9.5% 4.51 Always
● Sometimes
29 7.25%
● Rarely
10 2.5%
● Never
18 4.5%
3. When it comes to buying 3.47 Often

physical store.
● Always
89 22.25%
● Often
57 14. 25%
● Sometimes
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70

● Rarely 213 53.25%
● Never 36 9%
5 1.25%
4. When it comes to
choosing or buying a
product, brand is not
important.
● Always
● Often 104 26% 3.80 Often
● Rarely 134 33.5%
● Never 17 4.25%
6 1.5%
5. I purchase my basic 4.11 Often

needs (like foods, water
and clothes) regardless of
the price (cheap or
expensive).
● Always
154 38.5%
● Often
154 38.5%
● Sometimes
76 19%
● Rarely
13 3.25%
● Never
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3 0.75%
6. I make sure that we

have enough budget for our
monthly expenses (e.g.,
rent, utilities, food, others).
● Always
● Often
4.12 Often
● Rarely 113 28.25%
● Never 65 16.25%
15 3.75%
16 4%
7. When I go shopping, I
● Always
● Often
105 26.25% 3.65 Often
● Sometimes
106 26.5%
● Rarely
146 36.5%
● Never
29 7.25%
14 3. 5%
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8. I prepare a budget
allotted for food every
week.
● Always
254 63.5%
● Often
4.27 Always
75 18.75%
● Sometimes
54 13.5%
● Rarely
13 3.25%
● Never
4 0.75%

emergency.
● Always
187 46.75%
● Often
4.22 Often
134 33.5%
● Sometimes
61 15.25%
● Rarely
15 3. 75%
● Never
3 0.75%
10. I stock food in case of 3.81 Often

unexpected natural
calamities (e.g. typhoon).
● Always
125 31.25%
● Often
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● Rarely 111 27.75%
● Never 38 9.5%
5 1.25%
OVER ALL WEIGHTED

4.03 Often
MEAN
Table 9 shows the level of buying behavior of female shoppers based on
Basic Needs, During COVID-19. On the first statement, female shoppers
always prefer buying fresh foods rather than frozen and processed foods which
gathered a 4.32 weighted mean. The second statement “I ensure the quality of
the foods before buying it” has a weighted mean of 4.51. This means that
female shoppers always ensure the quality of the foods before purchasing it.
“When it comes to buying clothes, I prefer going to physical store” garnered a
3.47 weighted mean. It can be interpreted that female shoppers often go to
physical stores when buying clothes during COVID-19 strikes. On the
statement “When it comes to choosing or buying a product, brand is not
important”, female shoppers often buy products without considering the brand
which garnered a 3.80 weighted mean. The statement “I purchase my basic
needs (like foods, water and clothes) regardless of the price (cheap or
expensive) garnered a weighted mean of 4.11. Based on that result, it can be
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concluded that Female shoppers often buy their basic needs regardless of its
price. “I make sure that we have enough budget for our monthly expenses (e.g.,
rent, utilities, food, others)” got a weighted mean of 4.12. It can be inferred that
female shoppers often make sure that they have enough budget for their
monthly expenses. “When I go shopping, I choose to walk rather than riding
public transportation.” has a weighted mean of 3.65 which means that female
shoppers often ,even during COVID-19, prefer walking than to ride a public
transportation. The statement “I prepare a budget allotted for food every week”
has a weighted mean of 4.27. It can be said that Female shoppers always allot
budget for food weekly. “I make sure that I have savings in case of an
emergency.” got a weighted mean of 4.22 which means that female shoppers
often save in case of emergency. As seen on statement ten, Female shoppers
often stock food in case of an unexpected natural calamity which has a
weighted mean of 3.81. This means that stocking food is often done even
during COVID-19. Basic needs has an overall mean of 4.03 which means that,
during COVID-19 buying behavior of females shoppers are often focused on
basic needs.
2.2.2 Psychological Needs
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Table 10
Based on Psychological Needs, During COVID-19
1. I purchase things that

will boost my
confidence.
● Always 192 48% 4.14 Often

● Often 110 27.5%
● Rarely 20 5%
● Never 9 2.25%
2. When I am shopping,
I tend to buy on an
impulse.
● Always 39 9.75%
3.08 Sometimes
● Often 69 17.25%
● Rarely 54 13.5%
● Never 30 2.25%
3. I buy things for my 3.54 Often

personal use.
● Always
73 18.25%
● Often
75
76

● Rarely 69 17.25%
● Never 60 15%
23 5.75%
4. I shop whenever I
feel like it.
● Always 18 4.5%
● Rarely 117 29.25%
● Never 80 20%
5. I buy things for the

sake of making my
family feel loved.
● Always 115 28.75%

3.84 Often
● Often 154 38.5%
● Rarely 35 8.75%
● Never 7 1.75%
6. I get upset when I

can’t have the thing that
everybody has.
● Always 11 2.8%
1.95 Rarely
● Often 19 4.8%
● Rarely
124 31%
● Never
168 42%
7. I buy things just for 1.73 Never
fame. 4 1%
● Always 26 6.5%
● Often 58 14.5%
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● Sometimes
83 20.8%
● Rarely
229 57.3%
● Never
8. I purchase things for
the sake of keeping it
(collecting).
● Always 10 2.5%
2.59 Rarely
● Often 37 9.3%
● Rarely 98 24.5%
● Never 62 15.5%
sake of being “in”.
● Always 8 2%
● Often 21 15.2%
● Sometimes 56 14% 1.88 Rarely
● Rarely 146 36.5%
● Never
169 42.3%
10. I buy things so that I
won’t be left out.
8 2%
● Always
20 5%
● Often
84 21% 2.00 Rarely
● Sometimes
139 34.7%
● Rarely
149 37.5%
● Never
OVER ALL WEIGHTED

2.76 Sometimes
MEAN
Table 10 shows the buying behavior of female shoppers in terms of
During COVID-19 psychological needs. On the statement,” I purchase things
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that will boost my confidence” gathered a 4.14 weighted mean. It implies that
female shoppers often purchase things to boost their self-confidence. With a
weighted mean of 3.08, “When I am shopping, I tend to buy on an impulse” can
be concluded that female shoppers sometimes buy on an impulse. “. I buy
things for my personal use” has a weighted mean of 3.54 which means that
female shoppers often buy things for personal use. “I shop whenever I feel like
it” has a weighted mean of 2.82 and can be interpreted that female shoppers
sometimes shop whenever they feel to shop. “I buy things for the sake of
making my family feel loved” garnered a weighted mean of 3.84. It infers that
often times, female shoppers buy things so that they can make their family feel
loved. With a weighted mean of 1.95, the statement” I get upset when I can’t
have the thing that everybody has” means that female shoppers rarely get
upset if they cannot buy the everyone have. “I buy things just for fame” has a
weighted mean of 1.73. It can be said that female shoppers never buy things so
that they can be famous. Female shoppers rarely buy things for the sake of
collecting it which gathered a weighted mean of 2.59. “I buy things for the sake
of being “in” got a weighted mean of 1.88, which means that female shoppers
rarely purchase things so that they can be :”in”. With a 2.00 weighted mean,
statement “I buy things so that I won’t be left out” can be interpreted as mostly
or majority of the female shoppers rarely buy things so that they won’t be left
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out. Over all, psychological needs have a weighted mean of 2.76 which can be
interpreted that sometimes during COVID-19, psychological needs are still met.
2.2.3 Self- Fulfillment Needs
Table 11
Based on Self- Fulfillment Needs, During COVID-19
1. I buy things that will

help me enhance my
skills.
● Always
55 13.8%
● Often
3.64 Often
178 44.5%
● Sometimes
141 35.3%
● Rarely
18 4.5%
● Never
8 2%
2. I shop things that will 3.83 Often

help me become a better
person.
● Always
79
80

● Often 66 18.5%
● Rarely 71 17.8%
● Never 22 5.5%
7 1.7%

sake of being happy.
● Always
79 19.8%
● Often
157 39.3% 3.71 Often
● Sometimes
139 34.8%
● Rarely
19 4.7%
● Never
6 1.7%
4. I bought things that will

greatly help on pursuing
my dreams.
● Always
47 11.8%
● Often
3.42 Sometimes
103 25.8%
● Sometimes
226 56.5%
● Rarely
19 4.7%
● Never
5 1.2%
5. I buy things because I 2.81 Sometimes
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long to have it.
● Always 22 5.5%
● Often 60 15%
● Rarely 158 39.5%
● Never 12 3%
6. I shop for personal

growth.
● Always
69 17.3%
● Often
86 21.5% 3.33 Sometimes
● Sometimes
176 44%
● Rarely
45 11.3%
● Never
24 6%
7. I shop to obtain new 3.40 Sometimes

skills.
● Always
64 16%
● Often
89 22.3%
● Sometimes
196 49%
● Rarely
43 10.8%
● Never
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8 2%
8. I am feeling sad when I

can’t buy the things that
will help me grow as a
person.
● Always
● Often 15 3.8% 1.78 Never
● Rarely 11 28%
● Never 107 26.8%
93 23.3%
9. I refrain buying items

that will not help me in to
become the best that I
can be.
● Always
● Rarely 160 40%
● Never 89 22.3%
15 3.7%
10. I buy things to 3.56 Often

explore new things.
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● Always 88 22%
● Often 116 29%
● Rarely 42 10.5%
● Never 10 2.5%
3.26 Sometimes
OVER ALL WEIGHTED
MEAN
Table 11 shows the level of buying behavior of female shoppers in terms
Self-Fulfillment Needs during COVID-19. “I buy things that will help me
enhance my skills" has a weighted mean of 3.63. It can be said that female
shoppers often buy thing that will help them enhance their skills. "I shop things
that will help me become a better person" got a weighted mean of 3.83. It can
be interpreted that female shoppers often shop things that will help them
become a better person. "I buy things for the sake of being happy." gathered
3.71 weighted mean, which means that female shoppers often by things that
will make them happy. "I bought things that will greatly help on pursuing my
dreams" has a calculated weighted mean of 3.42. Female shoppers sometimes
buy things that will help them attain their goal. "I buy things because I long to
have it" statement got a weighted mean of 2.81 which can be interpreted as for
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female shoppers, they sometimes buy the things that they have been longing to
have. “I shop for personal growth” has a calculated weighted mean of 3.33.
Female shoppers sometimes shop for personal growth which has a weighted
mean of 3.40. "I shop to obtain new skills" got a calculated weighted mean of
3.40. It means that shopping to obtain new skills is sometimes done by female
shoppers. "I am sad when I can’t buy the things that will help me grow as a
person" weighted mean result is 1.78. Mostly, female shoppers are never sad
when they can’t buy the things that will help them become a better person.
Having a weighted mean of 3.16,"I do not buy things that will not help me to
become a better person" can be interpreted that sometimes female shoppers
do not buy things that will not help them become a better person. "I buy things
to explore new things" got a weighted mean of 3.56 which can be viewed as
often times, female shoppers buy things to explore. Overall, self fulfillment
needs has a weighted mean of 3.26, which can be interpreted as during
COVID-19 the buying behavior of the female shoppers in terms of Self-
Fulfillment are sometimes considered by female shoppers.
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Table 12
Degree of Relationship on the Level of Pre COVID-19 and
During COVID-19 Buying Behavior of Female Shoppers in San Pedro,
Laguna
Degree
X2 α Interpret
of Hypothesis
Value value ation
Freedom
PRE- There are no differences Reject
COVID 48.76 4 .05 on the level of pre Covid- Ho
19 19 and during Covid 19
buying behavior of female

DURING 67.50 4 .05
shoppers in San Pedro,
COVID
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19
Laguna.
Table 12 shows the relationship of pre COVID-19 and during covid-19
buying behavior of the female shoppers in San Pedro, Laguna. It can be
concluded that there are differences on the level of pre COVID-19 and during
COVID-19 buying behavior of female shoppers in San Pedro, Laguna.
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CHAPTER 5
SUMMARY, CONCLUSION AND RECOMMENDATION
This chapter discusses the summary, conclusions and recommendations
based on the study conducted by researchers. The study was summarized and
generalized in the form of summary and conclusions while the solutions in the
problem were offered in the form of recommendations.
Summary
The purpose of this study is to determine if there are any differences on
the level of pre COVID-19 and during COVID-19 buying behavior of female
shoppers in San Pedro, Laguna. The pre COVID-19 and during COVID-19
buying behavior of the female shoppers were defined and compared. Series of
literatures and studies are reviewed and cited in order to have a deeper
understanding of the study. In order to figure out if there are any differences,
the researchers conducted a survey. The survey was divided into two:
demographic profile and pre COVID-19 and during COVID-19 buying behavior
in terms of needs. The researchers surveyed 400 female shoppers residing in
San Pedro ages 15-60 years old. The gathered data where organized,
tabulated and interpreted.
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The surveys revealed that majority of the female shoppers are
millennials (42.25%). Single female shoppers dominated the said survey which
garnered 55.75%. It was revealed that 177 out of 400 respondents or 44.25%
said that their Pre- COVID-19 monthly income ranges from 10,958 to 21,914.
Meanwhile, 169 or 42.25% says that their income during COVID -19 is Below
10,957. It was also identified that majority of the respondents (79% or 316 out
of 400) answered that their income was affected by the COVID-19 Pandemic.
On the other hand, 84 out of 400 or 21%of the respondents said that their
income is not affected by COVID-19. The researchers used chi square to
measure the relationship between pre-covid and during covid 19 buying
behavior of the female shoppers. Pre- COVID-19 has a square value of 48.76,
degree of freedom of 4 and alpha value of .05. On the other hand, during
COVID-19 has a square value of 67.50, degree of freedom of 4 and alpha value
of .05. Hypothesis was rejected, therefore, it can be concluded that there are
differences on the level of pre COVID-19 and during COVID-19 buying behavior
of female shoppers in San Pedro, Laguna.
Conclusions
1. Most respondents of the surveyed female shopper ages 25 to 40 are
classified as Millennials or Generation Y. The majority of respondents are
single. According to National Association Realtors (2018) Single female
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buyers continue to be a powerful force in the market. For the second year in a
row, single female buyers accounted for 18 percent of all buyers. The group
was the second most common household buyer type behind married couples
(63 percent).
2. Before COVID-19, the majority of the respondent's monthly income ranges
from 10,958 to 21,914 but during COVID-19, most of the respondent’s
monthly income fell below 10,957. This shows that the respondents' monthly
income was affected by the COVID-19 pandemic.
3. Most of the respondents prioritized their basic needs even before COVID-
19 occurred up to the present. This means that there are no changes in the
level of buying behavior of female shoppers before and during COVID-19 in
terms of basic need.
4. Majority of the respondents do sometimes consider psychological needs
before and during COVID-19. This indicates that there are no changes in the
level of buying behavior of female shoppers before and during COVID-19 in
terms of basic need.
5. There is enough evidence to prove that Pre- COVID-19 and during COVID-
19 buying behavior of consumers is dependent on the consumers’ need
whether it is basic needs, psychological needs and self-fulfillment needs.
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Recommendation for Academe
1. Students should study this in order for them to know how pandemic affect
the buying behavior of female shoppers.
2. The school committees who are interested in this topic might add other
relevant external influence factor, such as cultural differences, corporate
image and religious faith for future study.
3. Professors or teaching personnel may use it as reference in teaching on
how needs are prioritized by the female shoppers.
4. Schools should teach the importance of needs and how buying behaviors
affects it especially during unexpected events.
Recommendation for Business Owners/ Entrepreneurs
1. Business owners or entrepreneurs should increase awareness on what are
the needs during pandemic and formulate appropriate strategies in terms of
the result of this study.
2. Participate in data collection efforts that can benefit the success of the
business to cope up and survive during the challenging times.
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3. Businesses should be prepared on the event of pandemic, and to provide
the best possible service for the community in terms of buying and selling of
goods without compromising any risks.
4. Study the buying behaviors of the female shoppers because they play vital
role in purchasing goods.
5. Use this study as a guide on what products or services are suited in order
to fulfill the needs of the consumers.
Recommendation for Future Researchers
1. It would be interesting to make a comparative analysis on male
consumer in times of calamities or pandemic.
2. Future researchers can further ask more questions on how income and
needs were affected by pandemic.
3. Similar research can be produced by creating ways on how to cope up with
the pandemic based on the results presented on this study.
4. Further research is recommended on this topic in other cities or
municipalities which then could compare with the findings of this research.
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5. Create a more defined and more specific study based on each need and
focus on how these needs can be attained despite of pandemic or any
unexpected events.
Recommendation for Improvement of the Study
1. Conduct a separate study on male shoppers or both male and female with
the same topic of consumer buying behavior.
2. It would be good if the researcher have mixed experiences in collecting the
data personally.
3. A final relatively narrow but important question that we identified after data
collection had finished is: what is the specific impact of the buying behavior of
female shoppers before and during pandemic.
4. Focus on a specific need and how it changes before and during an
unexpected event.
5. Other theories can also be used in order to further define the study about
buying behavior.
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110
APPENDICES
110
111

APPENDIX 1: INSTRUMENT
Comparative Analysis on the Level of Buying Behavior between Pre-
COVID-19 and During COVID-19 of Female Shoppers in
San Pedro, Laguna
Dear Respondents,
We are third-year students of Polytechnic University of the Philippines San
Pedro Campus who are enrolled in BSBA – Marketing Management Program.
Presently, we are conducting a study entitled “Comparative Analysis on the
Level of Buying Behavior between Pre-COVID-19 and during COVID-19 of
Female Shoppers in San Pedro, Laguna.
In relation to this, we are asking for your precious time and effort to answer all
the questions in this questionnaire that are important and helpful for the
completion of the study. This survey may last for at least 5-10 minutes and
please leave no field unanswered. Rest assured that your personal information
and answers will be treated in utmost confidentiality. Thank you for your
cooperation.
111
112

DEMOGRAPHIC PROFILE
Name (optional): ____________________________
Civil Status: ( )Single ( )Married ( )Widowed
Generation:
( ) Baby Boomers (57 to 60 yrs old) ( ) Millennials or Gen. Y (25 to 40 yrs

old)
( ) Generation X (41 to 56 yrs old)
( ) Generation Z (15to 24 yrs old
Monthly Income (Before COVID-19)
( ) Below P10,957 monthly income ( ) P76,670 to P131,484 monthly

income
( ) P10,958 to P21,914 monthly
income ( ) P131,485 to P219,140 monthly
income
( ) P21,915 to P43,828 monthly
income ( ) P219,141 and above monthly
income
( ) P43,829 to P76,669 monthly
income
112
113

Monthly Income (During COVID-19)
( ) Below P10,957 monthly income ( ) P76,670 to P131,484 monthly

income
( ) P10,958 to P21,914 monthly
income ( ) P131,485 to P219,140 monthly
income
( ) P21,915 to P43,828 monthly
income ( ) P219,141 and above monthly
income
( ) P43,829 to P76,669 monthly
income
Is your salary affected by the Covid-19 Pandemic?
( ) Yes
( ) No
Direction: Kindly rate the level of buying behaviors of the female shoppers
before and during COVID-19 in terms of: I. Basic Needs II. Psychological
Needs III. Self-Fulfillment Needs using the following scale:
5 - Always
4 - Often
3 - Sometimes
2 - Rarely
1 - Never
113
114

PRE- COVID-19 (Before COVID-19)
Always Often Sometimes Rarely Never

Basic Needs
(5) (4) (3) (2) (1)
1. I prefer buying fresh foods

rather than frozen and
processed foods.


physical store.
4. When I buy food, brand is

unimportant.
5. I purchase my basic needs

(like foods, water and
clothes) regardless of the
price (cheap or expensive).

monthly expenses (e.g rent,
utilities, food, others).
8. I prepare a budget allotted

for food every week.

emergency.

unexpected natural
114
115

calamities (e.g typhoon).
Always Often Sometime Rarely Never

Psychological Needs
(5) (4) s (3) (2) (1)
1. I purchase things that will

boost my self-confidence.
2. When I am shopping, I tend

to buy on an impulse.
3. I buy things for my personal

use.
4. I shop whenever I feel like

it.
5. I buy things for the sake of

making my family feel loved.
6. I get upset when I can’t

have the thing that
everybody has.
7. I buy things just for fame.
8. I purchase things for the

sake of keeping it
(collecting).

being “in”.
10.I buy things so that I won’t

be left out.
115
116

(5) (4) (3) (2) (1)
1. I buy things that will help

me enhance my skills.
2. I shop things that will help

me become a better
person.

being happy.

greatly help on pursuing
my dreams.
5. I buy things because I long

to have it.
6. I shop for personal growth.
7. I shop to obtain new skills.

can’t buy the things that
will help me grow as a
person.
9. I do not buy things that will

not help me to become a
better person.
10. I buy things to explore new

things.
DURING COVID-19

Basic Needs
(5) (4) (3) (2) (1)
116
117

1. I prefer buying fresh foods
rather than frozen and
processed foods.


physical store.
4. When I buy food, brand is

unimportant.
5. I purchase my basic needs

(like foods, water and
clothes) regardless of the
price (cheap or expensive).

monthly expenses (e.g rent,
utilities, food, others).
8. I prepare a budget allotted

for food every week.

emergency.

unexpected natural calamities
(e.g typhoon).
117
118

Always Often Sometime Rarely Never
Psychological Needs
(5) (4) s (3) (2) (1)
1. I purchase things that will

boost my self-confidence.
2. When I am shopping, I tend

to buy on an impulse.
3. I buy things for my personal

use.
4. I shop whenever I feel like

it.

making my family feel loved.
6. I get upset when I can’t

have the thing that
everybody has.
7. I buy things just for fame.
8. I purchase things for the

sake of keeping it
(collecting).

being “in”.
10.I buy things so that I won’t

be left out.

(5) (4) (3) (2) (1)
1. I buy things that will help me

enhance my skills.
118
119

2. I shop things that will help
me become a better person.

being happy.

greatly help on pursuing my
dreams.
5. I buy things because I long

to have it.
6. I shop for personal growth.
7. I shop to obtain new skills.

can’t buy the things that will
help me grow as a person.
9. I do not buy things that will

not help me to become a
better person.
10. I buy things to explore new

things.
119
120
APPENDIX 2: REQUEST LETTER
120
121
APPENDIX 3: Total Female Population in San Pedro, Laguna
121
122
APPENDIX 4: Certification of Statistician
CERTIFICATE OF VALIDATION
This is to certify that the undersigned has reviewed and gone through all
the pages of the Research entitled “Comparative Analysis on the Level Of
Pre-Covid-19 and During Covid-19 Buying Behavior of Female Shoppers
In San Pedro, Laguna” and its formulae and statistical treatment used.
Signed by:
Mr. Jan Michael J. Valoroso

Statistician
122
123
Curriculum Vitae
123
124
124
125
125
126
126

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1

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

THE PROBLEM AND ITS BACKGROUND

Consumer buying behavior refers to the selection, purchase and use of

different measures involved in the consumer behavior. Many factors, qualities

customer does decision-making process, shopping patterns, their spending

habits, the brands they buy or the shops they goes.

Filipino consumers tend to be developing wiser shopping habits. They

purchases. The mere act of selecting a grocery store, a supermarket, a

results of the household purchase tracking study conducted by Kantar , a

leading research provider of purchase and usage behavior information for

shoppers in many countries. The study revealed that despite of limited

resources, Filipinos prioritized health and beauty products, especially those

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

consumer buying behavior has dramatically changed.

In Wuhan, the capital of central China’s Hubei Province, the Chinese

packaged goods companies, these rapid shifts have important implications.

Many of the longer-term changes are still emerging in consumer behavior,

giving businesses an opportunity to help shape the next normal.

The shopping experience is important to Filipino consumers, who visit

this pandemic Filipino market preferences have changed dramatically. With a

There have also been improvements in market activities, as e-commerce sites

their multitude of shopping choices. In terms of behavior changes the rise of

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

grocery stores, at least as long as the pandemic continues.

Intensive studies about the impact of COVID-19 on consumer’s attitudes,

behaviors and purchasing habits have focused on consumption and consumer

COVID-19 buying behavior of female shoppers in San Pedro, Laguna. The

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

The Theoretical Framework of Comparative Analysis on the Level of Pre-

COVID-19 and During COVID-19 Buying Behavior of Female Shoppers in San

Maslow's hierarchy of needs, a psychological theory that comprises five

behavior of the consumers during and pre-coronavirus.

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Independent Variable Level of Pre covid and During

Civil Status 1.2 Psychological Needs

Pre covid and During 1.2.1. Esteem Needs

Covid 19 Monthly Income 1.2.2 Love and Belongingness Needs

1.3 Self-Fulfillment Needs

Conceptual Framework of Comparative Analysis on the Level of Pre-COVID-

19 and During COVID-19 Buying Behavior of Female Shoppers in San Pedro,

the independent variable is the demographic profile of the respondents which

of female shoppers in terms of basic needs, safety needs, psychological needs,

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

actualization. These is Maslow's hierarchy of needs that comprises five tiers of

human needs and motivation (Coder, 2020).

Statement of the Problem

19 buying behavior of female shoppers .

1. What is the demographic profile of the respondents?

1.4 Social status

shoppers in terms of:

2.1 Basic Needs

2.1.1 Physiological Needs

2.1.2 Safety Needs

2.2 Psychological Needs

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

2.2.2 Love and Belongingness Needs

2.3 Self-Fulfillment Needs

pre-COVID-19 and during COVID-19?

covid 19 buying behavior of female shoppers in San Pedro, Laguna.

Objectives of the study

female shoppers residing in San Pedro,Laguna.