THE LEVEL OF FASHION ENGAGEMENT AND THE IMPULSE BUYING

BEHAVIOR OF GRADE 12 SCIENCE, TECHNOLOGY, ENGINEERING, AND

MATHEMATICS STUDENTS IN DANIEL MARAMBA

NATIONAL HIGH SCHOOL FOR THE SCHOOL

YEAR 2022-2023

A Title Proposal Presented to the faculty of Senior High

Daniel Maramba National High School

In partial fulfillment

Of the requirements for the subject

Practical Research 2

By;

Diana Rose C. Daduya

Nash Jayter P. Cervantes

Katrina Carla P. Cerezo

Michael Angelo Q. Paraan

Natalie Anne P. Laureno

 THE LEVEL OF FASHION ENGAGEMENT AND THE IMPULSE BUYING

BEHAVIOR OF GRADE 12 SCIENCE, TECHNOLOGY, ENGINEERING,

AND MATHEMATICS STUDENTS IN DANIEL MARAMBA

NATIONAL HIGH SCHOOL FOR THE SCHOOL

YEAR 2022-2023

Rationale

The phenomenon of impulse buying is becoming increasingly commonplace in developed

countries. Our culture of consumption makes us less likely to resist temptation and consider the

consequences before purchasing things. As standards of living rose, consumers began to demand

products that were both functional and attractive. In response, young individuals of this

generation are consuming a high rate of expenses in clothes and necessities. They began to

prioritize social relations in terms of fashion. Even though some are not necessary enough to pay

such prices, their materialistic personal motivations forced them to stay up with the trends. This

research focuses on the level of fashion engagement of Science, Technology, Engineering and

Mathematics students and their impulsive buying behavior.

Materialistic persons measure their success by the worth of their belongings (Richins &

Dawson, 1992). The desire to increase social status motivates changes in consumer behavior.

Most consumers, especially teenagers, are willing to spend money to possess status products

before they have secured the appropriate resources. The effect of fashion on the way we dress is

so profound that the design, production, and marketing of clothing, which encompasses many

industries, is collectively known as "the fashion industry." Individuals consume art to meet
higher order need of pleasure in perceiving beauty and emotion in grasping the meaning of

symbols. The theory of identity-related possessions explains why consumers adopt certain

products or brands: they may be using them to express certain aspects of their identities,

primarily guided by consumption stereotypes and societal role expectations.

Studies have shown that up to 40% of all purchases made in the retail stores can be

classified as impulsive purchases (Hausman, 2000). People's impulsive buying behavior is

significantly influenced by how engaged they are with fashion. A person is more likely to make

impulsive purchases of the newest or highest-quality fashion items the more interested they are

in fashion. The level of fashion engagement of individuals engaging in impulsive buying tend to

share similar characteristics and personality traits (Youn and Faber, 2000). Age, for example, can

be taken as a characteristic that influences impulsive buying behavior, wherein it has been

observed that younger individuals tend to be more impulsive than older individuals (Bellenger,

Robertson and Hirschman, 1978).

Individuals impulse buying behavior is unthoughtful because they are not concerned with

the outcomes of their purchase; all that matters to them is to satisfy their instant desire (Sharma,

2010). The idea of adjusting to one’s culture to match a certain message is popular with the

fashion industry. Such modifications are meant to communicate individual beliefs. Driven by

their thoughts to be part of the population where the level of engagement to fashion is popular

among young individuals, they become consumers with hedonic complexity.

Statement of the Problem

This research study aims to investigate the relationship of the level of fashion

engagement and the impulsive buying behavior of STEM students in Daniel Maramba National

High School for the school year 2022-2023

Specifically, the study aims to answer the following questions:

1. What are the factors causing the impulsive buying behavior of STEM students in Daniel

Maramba National High School?

2. How much money do students spend on fashion products in terms of:

a) Clothing

b) Cosmetics

c) Accessories

3. What is the level of fashion engagement of students in terms of:

a) Clothing

b) Cosmetics

c) Accessories

4. Is there a significant difference between the level of fashion engagement to the impulsive

buying behavior of STEM students in Daniel Maramba National High School for the

School Year 2022-2023?

 METHODOLOGY

Research Design

This research study will utilize the correlational research design. Based on an online

literature, Coyle summarized that correlational research can uncover variable that are interacting

and the type of interaction that is occurring, which allows the researcher to makes prediction

based on the discovered relationships.

Sources of Data

The respondents of this research study are the Grade 12 STEM students in Daniel

Maramba National High School. In order to properly assess the level of fashion engagement and

its relationship to the impulsive buying behavior of the said students, a survey questionnaire will

be used