Factors Influencing the Buying Preferences of Grade 11 ABM Students

of Xavier University Senior Highschool for the School Year 2019-2020

A Research Paper

Presented to

The Faculty of Senior High School

Xavier University – Ateneo de Cagayan

In Partial Fulfillment

Of the Requirements in Research 201

Del Rosario, Aezie

Endaya, Moises Leroy
Exchaure, Kiara
Gulle, Ed Adrielle
Morales, Jhandearica
Paculanan, Hyacinth
Salisid, Berdel John
Simpao, Althea Nicole

Grade 11 Gordon

SY 2019 – 2020

I
 CERTIFICATE OF ORIGINALITY

This is to certify that we assume full responsibility over the work entitled

“Factors Influencing the Buying Preferences of Grade 11 ABM Students

of Xavier University Senior Highschool for the School Year 2019-2020”

submitted as a requirement for graduation for Senior High School at Xavier

University Senior High School – Ateneo de Cagayan, that the work is our

own, that this is original except as specified in the acknowledgements,

footnotes, or in the references and that this has never been submitted to this

or any other school for a degree or other requirements.

Del Rosario, Aezie

Endaya, Moises Leroy

Exchaure, Kiara

Gulle, Ed Adrielle

Morales, Jhandearica

Paculanan, Hyacinth

Salisid, Berdel John

Simpao, Althea Nicole

MARCH 2020

APPROVAL SHEET

II
 This Research Paper entitled: “Factors Influencing the Buying
Preferences of Grade 11 ABM Students of Xavier University Senior
Highschool for the School Year 2019-2020” prepared and submitted by
AEZIE DEL ROSARIO, MOISES LEROY ENDAYA, KIARA EXCHAURE,
ED ADRIELLE GULLE,JHANDERICA MORALES, HYACINTH
PACULANAN,BERDEL JOHN SALISID, ALTHEA NICOLE SIMPAO in
partial fulfillment of the requirements for graduation for Senior High School
has been examined and is recommended for Oral Examination.

Mr. Jonathan A. Piguerra

Research Teacher

_____________________________________________________________

PANEL OF EXAMINERS

Approved by the Committee on Oral Examination with a passing mark.

Mr. Jonathan A. Piguerra

Chair

MARCH 2020

ACKNOWLEDGEMENT

III
 The researchers wish to express their deepest gratitude to the following

individuals who helped them make this work possible in every way.

To the research advisor, Mr. Jonathan A. Piguerra, who has devoted his time

to the success of this study. In spite of the limited amount of time allotted for

this, he openly shared with us every speck of experience.

To the family and friends who encouraged and prayed for throughout the

time of this research paper.

May the Almighty God richly bless all of you.

TABLE OF CONTENTS

IV
 PAGE
TITLE PAGE
CERTIFICATE OF ORIGINALITY II
APPROVAL SHEET III
ACKNOWLEDGEMENT IV
TABLE OF CONTENTS V

CHAPTER

1. INTRODUCTION

1.1. Background of the Study……………………………………..……VI

1.2. Statement of the Problem………………………………………..VIII
1.3. Significance of the Study…………………………………………VIII
1.4. Scope and Delimitation…………………………………………..VIIII

2. REVIEW OF RELATED LITERATURE

2.1. Review Literature……………………………………………..…….X

2.2. Related Studies…………………………………………………..XVII
2.3. Conceptual/Theoretical Framework…………………………….XXI
2.4. Assumptions of the Study……………………………............….XXI
2.5. Definition of Terms……………………………………………….XXII
2.6. Synthesis… …………………………………………................XXIII

3. METHODOLOGY

3.1. Research Design……………………………………………....XXXIV

3.2. Context and Participants.……………………………………..…XXV
3.3. Instrument of the Study……..……………………………….....XXVI
3.4. Data-gathering Precedure……………………………………...XXVI
3.5. Validity and Reliability………………………………………….XXVII

REFERENCES………………………………………………................…XXIX

CHAPTER 1

V
 Introduction

1.1 Background of the study

The study of consumer behavior has become an essential. Through

consumers, business organizations are running. This study aims to determine

the factors influencing the buying preferences and achieve a better

understanding of consumer behavior with the factors affecting and influencing

buying process. Consumer’s attitude towards the process of purchase of the

products usually varies depending on the factors, the time it consumes, the

distance it travels, the differences of the prices between the same products

from different stores, the in-store and the online store. Understanding these

factors is significant because marketing strategies are usually dependent on

these factors.

The challenge of consumers nowadays is to buy things and to decide

which mode of shopping to use to satisfy themselves. There are two types of

shopping: the online and the traditional brick and mortar shops available to

fulfill their purchase interests. The abundance of choices made the

consumers challenged whether to risk themselves in online shopping or burn

some calories in walking towards the actual store itself. Increasingly stable of

faster internet presence makes fundamental changes in human behavior.

According to Clever (2018), “Ecommerce is growing 3x faster than

traditional retail. Overall, 51% of consumers prefer to shop online, while 49%

would rather go to a store.” E-commerce, described by the company called

Shopify, is also known internet commerce which means buying and selling

online or using the internet. It can also be described as a commercial

transaction which is facilitated by the internet. On the hand, traditional retail

VI
or can also be called as brick-and-mortar is described as a business which

offers products and services face to face to its customers, it can be in the

office or the store that the business owns (Murphy, 2019).

Shanthi & Kannaiah (2015) found that although many consumers have

begun switching to online stores, most of the consumers still choose to shop

directly to traditional markets that have a clear physical presence. A person’s

preference for buying a product, both online and traditional, is influenced by

the personality factor possessed by that person. Hence, consumer shopping

preferences are defined as the tastes of the consumers measured by the

perceptions of the usefulness and benefits of the products offered (Guleria et

al., 2015).

Richa (2012) in a study indicates that one’e shopping preferences are

strongly influenced by demographic factors such as gender, age, allowance,

family background and educational level. In addition, this research involves

the presence of online store applications on smartphones from consumers in

influencing their preference for online shopping . The presence of the app can

make the experience of using the internet to access online shopping easier.

The buying preferences of the cosumers are dependent to the factors

affecting to it. Knowing what mode of buying consumers most prefer is

significant to this present times. Especially to the technology that have

advanced in our generation making purchasing of products more convenient

and creates another way of purchasing which we call online shopping.

Though there are some consumers who still prefer buying in the actual store.

1.2 Statement of the problem

VII
 The study to be conducted is a case study on determining the different

factors affecting the consumer behavior of students in Grade 11 ABM of

Xavier University Senior Highschool

Specifically, the following questions will be answered:

1. What is the profile of respondents according to:

a) Gender

b) Allowance

c) Social Status

2. What is the buying preference of Grade 11 ABM students regarding to:

a) Accessibility

b) Price

c) Quality

3. How is the buying preference of Grade 11 ABM students affected by the

following:

a) Gender

b) Allowance

c) Social Status

1.3 Significance of the Study

The information generated from this research can provide the

respondents with insights regarding their buying preferences as to which

mode of shopping they prefer to use. The researcher can provide a database

VIII
of information for future reference. Likewise, the findings will benefit the

following:

Marketers. This study will serve as a business opportunity and a guide

for sellers regarding the preferred mode of shopping of students. This will

serve as a business opportunity for them as whether or not to engage and

focus on selling online or stick to the traditional mode of selling as well as

help them in capturing their target market. As well as providing products and

services that will meet the demands of their consumers. This will also help

marketers develop marketing strategies in delivering their product or service

well.

Future Entrepreneurs. This study will serve as a guide for future

entrepreneurs in deciding what type of product or service to offer to their

market. This will also help determine the marketing strategy they will use in

their business.

Managers. This study will help managers in deciding the quality, price

and design to produce the best possible product that meets the customers

demands. To be able to find out the best mode of promotion for their product

or services as well as understand why, when, how and what other factors

influence the buying decisions of the customers.

Consumers. This study will help in satisfying the needs and wants of

the consumers through understanding their buying preferences. This study

will also help understand the preferences of the consumers more to provide

them with high quality products and services.

Students. This study will serve as a guide for students regarding their

buying preferences and determine the factors affecting this. As well as being

IX
able to be provided with future products and services that will satisfy their

needs and demands.

Future Researchers. This study will serve as a reference to future

researcher in understanding the factors influencing the buying behavior of the

students. This will also help them in addressing problems concerning with the

same field.

1.4 Scope and Delimitations

The study focuses on the factors affecting the buying preferences of

Grade 11 ABM students of Xavier University for the school year 2019-2020.

In this study, the researchers would be able to know the factors affecting the

buying preferences of Xavier University Grade 11 ABM students. ABM, the

chosen strand for the study, refers to the accountancy, business and

management academic programs that concentrate on the fundamental

concepts in corporate operations, financial management, business

management, as well as each and every factor that revolves around chosen

fields. The average amount of times that the students use either the two

modes of buying are gathered and tabulated to recognize the factors affecting

the buying preferences of the students. The study considers the ABM grade

11 students as ABM is a known strand relating to financial management and

it is the strand that is much familiarize and involved by the researchers. The

researchers would be able to know ABM students’ most preferred choice of

buying through their consumer behavior and buying preferences as expected

from them being in a strand connected to managing finances. Specifically, the

factors in this research are ABM-student related ones which pertains the

attitude of students on their buying preferences.

X
 CHAPTER 2

REVIEW OF RELATED LITERATURE

INTRODUCTION
The review of related literature and studies shows evidences of recent

literature and studies in line with the present study. It is an analysis and

synthesis of the source materials, written in a specific style which flows from

broad to narrow and takes into account both the theoretical and empirical

issues. The main purpose of the review of literature is to report on original

research or experimentation in order to make such information available to

the rest of the scholarly world (Saravanakumar, 2019).

2.1 Related Literature

STUDIES ON FACTORS AFFECTING THE CONSUMER’S PREFERENCES
Location. Buyers wants their desired product to be accessible near from

them. In the same way, businessmen also starts their businesses sometimes

in the heart of the city, or anywhere else that their product is accessible to

many people. Eoghan Ciaran McHugh investigated how Location Influence

Consumer Behaviour, that compares rural and urban use of online shopping

in Wales. Rural consumers uses the internet to control an absence of

traditional retailing (McHugh, E.C., 2014). This tells us that, people in rural

areas are affected by the absence of traditional retailing because of their

location in rural areas. In McHugh’s investigation, Respondents from each

platform stated that if everything they needed and wanted was available

locally as well as online, they'd rather buy locally. Only 35% of respondents

reported that the location with the largest number, Location B, thought they

XI
should shop locally to help their neighborhood. Many respondents from all

platforms stated they disagreed somewhat with the assertion they didn't trust

online shopping (McHugh, E.C., 2014).

In addition, University of Minnesota Libraries Publishing claims that

store locations also affects the behavior of consumers. Starbucks did a good

job when it came to finding their stores. It has the process down to a science;

you can scarcely drive a few miles down the road without passing a

Starbucks. You can also purchase Starbucks coffee cups in many grocery

stores and at airports— virtually any location where foot traffic is present (n.a.

2010). With this information, we can say that people’s decision on buying a

product depends on where the store is located if it is quickly accessible to

them.

Price. Another thing buyers consider when purchasing a product is

how much is it or simply, the price. Surely, if buyers see that the product is at

a low price, they can easily decide to buy it. In the other hand, if they see that

the product has a more likely higher price, then they start to hesitate if it is

worth the price or will they buy it. According to news.gov.hk, the magnitude of

the price effect in various goods and services depends on demand elasticity,

such as whether the goods are necessities such as food staples. Individual

preferences for consumption may also adjust along with the variations in

price levels of goods and services. While these changes would take place

gradually over time, the cumulative impact on patterns of expenditure will

become pronounced over an extended period of time (n.a. 2014). This tells

us that prices are dependent whether the product is high demand.

XII
 Another investigation by Perner, Ph.D. claims that Pricing techniques

on the basis of several different variables can be categorized. One interest

variable involves the accuracy of the rates. Some retailers today attempt to

follow a strategy of "everyday low pricing." Although few firms tend to practice

this method with perfect consistency, certain retailers like Wal-Mart tend to

focus on providing constant low prices without any real sales.Many buyers

are price-sensitive and tend to buy only during sales; some, by comparison,

buy all the time. Therefore, when they are not on sale, customers who are

not willing to switch labels will have to pay full price for your products; while

they are on sale, a large number of "switchers" are drawn and sales volumes

are improved (Perner, L., n.d).

Quality. When consumers buy goods, they always see if the product is

in condition. They always make sure that they get the highest quality of what

they purchase. A journal from Beijing University of Tech, Beijing, China claims

that the effect of brand name and price representing 30% respectively is

stronger than country of origin and manufacturer and mathematically

insignificant. The effect of the producers or the manufacturers on the

perceived quality of a product has relative impact on it. Findings from various

table depicts that consumers use price and brand name more than any other

element or criteria on determining the quality of a product (n.a. 2015). With

this information, we can say that consumers really takes a close look on

brand names and prices to ensure the quality of a product because mostly

today if a product is in its low price, chances of having it in low quality is high.

According to a report by First Insight, Quality is becoming more

important than price to most consumers, as 53 percent rate quality as the

XIII
most important factor when making purchases compared to price. They

surveyed 1000 participants in the U.S. on their shopping habits, purchase

behavior and influences driving decisions, and tracked changes in consumer

sentiment on the impact of widespread discounting by department stores and

mass merchants from March 2017 to December 2017. According to the

results, furniture and vehicle categories reflected the sharpest percentage

change in expectations with the number of people saying discounts had no

impact on purchases rising 98 percent and 74 percent respectively. Home

appliances (36 percent), home electronics (27 percent) and smartphones (26

percent) also saw significant increases in people who said that discounts had

no impact on their purchase decisions in these categories (Jezerc, 2018).

STUDIES ON BUYING PREFERENCES OF STUDENTS

Our generation today has constructed standards in which how should our

things look like, or what brand must it is. Specifically students, they want to

reach this standards in order to be fit in this norms. As an effect, their buying

preferences also established standards resulting for them to be picky.

Although they have these standards, businesses took this as opportunities to

sell in-trend products online and in-store for them to boost their sales.

Mehra and Singh in 2016 investigated the consumer preferences and

purchase decision making for Micro-packs. The study gives a comprehensive

approach to describe and tell the beliefs influencing consumer standards and

the motivations in deciding to buy a product. The purpose of the study is to

understand consumer purchasing intentions based on responses provided by

the respondents. To achieve these goals, a survey of 500 respondents was

taken from three Punjab cities: Jalandhar, Amritsar, and Ludhiana; and

XIV
Chandigarh Union Territory. Convenient sampling for selecting the

respondents was adopted for non-probability. A shop with the most 'Neat and

tidy' was the most favorite. Respondents said they chose to 'forget about it' in

the case of an unexpected transaction and moved to another brand when

they were 'impressed by a new brand's advertisement (Mehra & Singh,

2016). This serves that one of the consumers standards is a clean shop in

which products are being stored and also, this can affect the quality of the

product resulting for consumers to hesitate if it is untidy and has a low quality.

A Study on Consumer Preferences for E Shopping with Reference to

Bahraini Consumers by Nawaz, Phil, Ms, Yaqoob, and Alajmi introduces that

internet-based technology has reduced the distance between nations,

regions, cities, communities, and people. There are common preferences,

attitudes, types and usability in different parts of the population. Online

shopping has now opened the doors of globalization as it facilitates all of the

product information from anywhere in the world and is accessible 24/7.

Therefore companies have changed their strategy to selling and buying.

Moreover, an even consumer preferences has changed in terms of options,

pricing, services, promotions and acquisitions. The main reason for this is that

most of the applications on electronic devices are well connected to the

Internet. Moreover, consumers shows a very enthusiastic behavior in buying

and selling their selected product. Keeping these benefits in mind, consumers

are acting very smart and showing lots of interest to do online shopping, why

because it saves time, easy payment and displays lots of options to choose

the best of your product choice (Nawaz, Phil, Ms, Yaqoob, & Alajmi, 2014).

XV
STUDIES ON ACCOUNTANCY, BUSINESS AND MANAGEMENT STRAND

AND ACCOUNTANCY, BUSINESS AND MANAGEMENT STUDENTS

ABM which means Accountancy, Business and Management is a strand

in senior highschool. Xavier University - Ateneo de Cagayan Senior High

School Curriculum offers the accountancy, business and management Strand

to students who wants to pursue business-linked studies and professions in

the future.

Enderun Colleges states that the accountancy, business and

management strand in its most fundamental sense applies to accountancy,

business, and management academic programs that concentrate on the

foundational principles of corporate accounting, financial management,

business management, as well as every aspect that circles around those core

areas. The accountancy, business and management strand program provides

the doors for you to obtain a more comprehensive understanding of the

fundamental elements that make up the Philippine world of accounting and

business management courses without needing to dive deeper into the

technical nuances in mathematical fields such as arithmetic, calculus,

trigonometry, and others (n.a. 2019). This tells us that accountancy, business

and management students are being taught about business and to check and

produce a good quality product. So in relation to our study, students in this

strand are more picky and is smart in picking products according to its quality

and especially in its prices especially when it comes with mark up prices.

According to an article in University of San Agustin, The academic track

consists of courses which facilitate the adjustment of college life in terms of

XVI
subject variety and, to some degree, difficulty. This does not mean, though,

that you can not go to college if you follow the other paths. For example, if a

student opts for the arts and design track, Nothing prevents him from taking

up Fine Arts or Interior Design at college, rather than working straight away.

Also, it would rely on the pupil. The academic track is basically the pathway

that trains students for the most popular university courses like business

management, engineering, and science (n.a, 2018). In line with the present

study, students in accountancy, business and management strand has the

free will to choose this course. Nonetheless, each strand has its own

uniqueness and in this study, we are into the accountancy, business and

management strand, grade 11 students in Xavier University- Ateneo de

Cagayan Senior High School.

2.2 Review of Related Studies

STUDIES ON FACTORS AFFECTING THE CONSUMER’S PREFERENCES
Location. In this variable, location is important in the consumer’s buying

preferences. Thus, this study of Patrick Bohl in 2012, researches that how

shopping behaviors influence the atmospheres of a retail environment. The

goal is to help researchers and clinicians by summarizing the existing state of

knowledge and defining future research opportunities and avenues. The

scope covers studies published during the last 35 years in the field of retail

marketing and environmental psychology. Environmental indications (music,

scent etc.) have been shown to have an effect on the consumer's emotional

state, which in turn causes behavioral changes, both positive (approach, buy

more, stay longer etc.) and negative (not approach, buy less, leave earlier

XVII
etc.). Some experiments adhere to the PAD model, which indicates that the

related feelings can be assessed in this cycle in three dimensions:

enjoyment, anticipation and superiority (Mehrabian, A. & Russell, J.A., 1974,

An approach to environmental psychology, Cambridge, MA: MIT Press).

Significant advances have since been made in identifying the influence of

individual signals, their behavior, and the role of moderators, such as gender,

age, or shopping motivation. There are however, a number of possibilities for

further research.

Price. The study of Al-Salamin, Hussain and Al-Hassan in 2016, states

that consumer behavior analysis is a really challenging task. If a company

wants to survive, then it should be able to compete well. The main purpose of

this research is to measure the impact of price strategies on the psychology

of consumers and accordingly on their buying behavior. Participants from the

Al-Hassa district created, circulated and filled out a questionnaire. 433

responses were obtained from participants with a response rate of 43.3%

using SPSS to analyze the data collected. The findings show a positive

association between values and customer buying behavior. It also found that

there is no statistically significant difference between individuals ' responses

"because of age, class, marital status, education and monthly salary" to the

research questions related to the three pricing strategies (Odd pricing

strategy, Bundle pricing strategy and Discount pricing strategy) except that

there is a statistically significant difference between individuals ' responses to

the odd pricing strategy "due to gender." Recommendations were set for

retailers and dealers according to the founding results (Al-Salamin, Hussain &

Al-Hassan. 2016).

XVIII
 Quality. In the research of Ling and Mansori, 2018, it indicates that today

organizations operate in an environment where little is certain, the tempo is

faster and the dynamics are more complex. The customer is central to the

organization and assessing customer satisfaction is a vital component of any

strategy for improving business performance. This makes customer loyalty a

factor of growth, productivity and sustainability. Customer loyalty is the

primary determinant for a sustainable business because loyal customers not

only raise the value of the business, but also encourage businesses to keep

costs lower than those associated with attracting new consumers.

Organizations establish a long-term, mutually beneficial relationship with the

consumers by building and maintaining customer loyalty. The work seeks to

analyze the factors that can help an organization build a sustainable

competitive advantage by successfully improving customer satisfaction and

eventually customer loyalty. The proposed conceptual model consists of the

various dimensions of product quality as the autonomous, consumer satisfied

variables. Garvin's eight dimensions of product quality in performance,

features, reliability, performance, durability, serviceability, esthetics and

perceived quality are product quality dimensions that affect customer

satisfaction that affect loyalty. The results provide insights into the dimensions

of Product Quality that affect customer satisfaction, and higher customer

loyalty in Malaysia's engineering industry. (Ling & Mansori, 2018).

STUDY ON BUYING PREFERENCES OF STUDENTS

In line with buying preferences of students, this research study by

Rahman, Islam, Esha, Sultana, and Chakravorty in 2018 states that in no

small measure, the World Wide Web has propelled changes in people's

XIX
attitudes and behaviors around the world. Online shopping has emerged

because of this blessing which has influenced ordinary citizens lives. Online

shopping has also begun in Bangladesh, but customers are still not very used

to shopping online much. This research is conducted to understand online

shoppers' actions through a self-constructed questionnaire from Dhaka city

with 160 respondents. The survey reveals that buyers shop online to save

money, and for the product and service variety available. Also male and

female have the same sort of like and disliking behavior; they enjoy home

delivery services and hate being unable to touch and feel the substance

more. They acquire online shopping knowledge, especially from the social

network, and purchase apparel from websites, accessories mostly by cash on

payment method of delivery. The majority of consumers are worried about

payment system reliability, and their overall satisfaction with online shopping

is mixed (Rahman, Islam, Esha, Sultana, & Chakravorty, 2018). This

concludes that in this study, the respondents are more likely to shop and

order online because of more product choices available and for them to save

time. They are also learning online shopping strategies and techniques at the

same time.

STUDY ON ABM STRAND AND ABM STUDENTS

Accountancy, business and management students are being trained to

have that entrepreneur mindset and strategies. In this study variable, the

study of Beluan et al. in 2018 connects with how students in the accountancy,

business and management strand assess their skills in entrepreneurship and

management, which can affect their buying preferences because they also

XX
know and taught how to handle businesses and products well. Beluan et al.

(2018) further described that this study identified student entrepreneurs'

different management methods and techniques for running their business as

well as discussing the varying factors that they sometimes encounter. This

analysis also highlighted the difficulties and coping behaviors of the student

entrepreneurs. The goal of this research was to define and evaluate the

different skill-related dimensions and practices of student entrepreneurs

among the Ateneo de Davao University senior high school and college

students. Via qualitative analysis, this research followed the

phenomenological template by gathering information about the experiences

of seven high school and college student entrepreneurs in the university.

Through this research, they found that student entrepreneurs handle their

company by prioritizing it over other tasks in their lives, through reasonable

revenue distribution and through role models that affect their management

practices as they run their business. Student entrepreneurs, though, are still

being faced with a proper balance between their education and business

plan. Nonetheless, student entrepreneurs face these obstacles by making it

their inspiration to develop their goods further and by responding positively to

the feedback they receive.

XXI
 2.3 Conceptual/Theoretical Framework
Table 1.1 IPO FRAMEWORK.
INPUT PROCESS OUTPUT
 Profile of Gathering of the data using:  The perception
students: of accountancy,
A. Age  Survey/Questionnaires business, and
B. Gender  Statistical Treatment management of
C. Allowance their buying
D. Social Status preferences.
Should they prefer
 Buying it offline or in-store.
preference of
Grade 11 ABM
students
regarding to:
A. Time
B. Location
C. Prices
D. Product

 The buying
preference of
Grade 11 ABM
students
affected by:
A. Age
B. Gender
C. Allowance

Table 1.1 shows the input, process, output framework that will be used
to conduct this particular study. In the first column, it states the variables that
the respondents will input in the questionnaire with the choice they chose.
Next, is the research instrument that will be used in gathering data. Lastly, if
the gathered data is already analyzed, researchers will then compare if they
they prefer offline or in-store shopping.

2.4 Assumptions of the Study

XXII
 The researchers assume that the respondents will be able to identify

the factors influencing their buying behavior through the honest response of

the Grade 11 ABM students. The honest response of the students will be

ensured through the assurance of the anonymity, confidentiality and privacy

of the respondent will be secured. The researchers assume that the buying

preference of the Grade 11 ABM students is affected by their Age, Gender

and Allowance and the Time, Location, Price, and Product Quality impacts

the buyer’s decision as well.

2.5 Definition of Terms

Traditional Retailing- Refers to thousands of small, mostly family owned

retailed businesses.

Retailers- A person of business that sells goods to the public in relatively

small quantities for use or consumption rather than for resale.

Elasticity- The degree to which a demand or supply is sensitive to changes

in price or income

Cumulative Impact- Impact on the environment which results from the

incremental impact of the action.

Sentiment- A view of or attitude toward a situation or event; an opinion

In-trend products- Products trending on the market

Buying preferences- Subjective tastes of individual consumers, measured

by their satisfaction with those items after they’ve purchased the item.

Environmental Indicators- Simple measures that tell us what is happening

to the environment

Anonymity- The condition of being anonymous

XXIII
Privacy- The state or condition of being free from being observed or

disturbed by other people

Confidentiality- The state of keeping or being kept secret or private

2.6 Synthesis

Research synthesis is the process to have findings from multiple primary

research studies that aims to support on a highly relevant research topic. It

gives a wide range of goals to be more generalized and applicable. In our

generation today, every individual has someone around influencing their

buying decisions. There are instances that the preferences of students may

vary as well as their buying behaviors. When there are times of situations in

buying, indicating the factors affecting our preferences. What exactly are the

factors that influence our buying preferences? According to Berkowits(2004),

time influences and time is one of the situational factors that notably influence

purchase decision. Second example is price, it can have a significant weak

relation with the student’s buying preferences. Moreover, Income level

somehow effects on what the student can afford and the perspective towards

money. According to Kanuk Schiffman (2004), the research of consumer

behavior enables better knowledge of the subject of purchases. It focuses

more on the subjective type in buying preferences. In other circumstances,

students prefer to have a near market location where it is more effective and

faster. Eoghan Ciaran McHugh highlights that location can really influence

the consumer behavior, also it is more accessible in many people. There are

people with different perspectives on how they buy depending on their

preferences. Other people tend to buy their preferences as more quality. On

XXIV
the other hand, others will look more into quantity. Through this study, the

researchers will help the Grade 11 ABM students to identify the factors

affecting their buying preference.

CHAPTER 3
Methodology

This chapter contains the research design, context and participants,

study instrument, procedure in gathering data, validity and reliability, and

statistical treatment. This indicates the design and method on how the

researchers will gather the data to give the sufficient answer to the research

problem.

3.1 Research Design

This study will use case study design of qualitative research. This

approach was chosen to identify the buying preferences of Grade 11 ABM

students. Case study is the appropriate research design to be used in

conducting this study because this study examines the preferences of Grade

11 ABM students and identifies the factors affecting such. Furthermore case

study is the selected research design for the research to be conducted

because according to (Younger, 1985) a case study may be considered

quantitative or qualitative research, depending on the purpose of the study

and the approach chosen by the researcher. This is also true to other types of

qualitative studies, for a case study to be considered qualitative, the

researcher must be interested in abstract ideas and concepts such as the

meaning of an experience to a subject, rather than in generalizing results to

other groups of people. Case studies are not used to test hypotheses, but

XXV
hypotheses may be generated from case studies. The study conducted aims

to understand the meaning of an experience to the subject which in this study

are the factors influencing the buying preferences of the Grade 11 ABM

students.

3.2 Context and Participants

The study has a purpose in identifying the factors influencing the

consumer behavior. This qualitative research study will be conducted in

Xavier University Ateneo de Cagayan which focuses on the senior high

school students, specifically the Grade 11 ABM students. The participants in

this research study are the Grade 11 students, both male and female

students can participate. However, the study is limited to Grade 11 ABM

students only. These are the participants suitable for our study because the

study is related to the strand which is Accountancy, Business and

Management in which has lessons about money and proper budgeting as

well. The study to be conducted can be beneficial to business managers as

well, therefore the Grade 11 ABM students are the suitable participants for

this study. In determining the sample size for the research the researchers

considers the following factors: Homogeneity of the population, Degree of

precision desired by the researcher, Type of sampling procedure. The

sampling procedure to be used in this study is Probability Sampling which is

also called Scientific Sampling. The specific sampling procedure to be used is

the Simple Random Sampling in which is a method of choosing samples in

which all the members of the population are given an equal chance of being

XXVI
selected. The fishbowl technique will be used in determining the sample size

wherein the researchers will be using a random generator.

The setting of the research will be conducted in Xavier University

Ateneo de Cagayan main campus. Distribution of questionnaires will be done

inside the campus. Xavier University Atene de Cagayan is a private and

Jesuit institution, it is run by the Society of Jesus in Cagayan de Oro City,

Northern Mindanao Philippines. The school was founded in 1933 and was

declared a university in the year 1958.

3.3 Instrument of the Study

The use of survey-questionnaires is the major instrument used in the

study so that the researchers can secure respondence to certain questions.

This is followed by the profile of the respondent which contains the name,

age, gender and year level. The research conducted seeks to reveal the

factors affecting the buying preferences of Xavier University Senior

Highschool Students, specifically the Grade 11 ABM students. Questions

asked will be related to the buying habits of the respondents such as their

preferred mode of shopping, the reasons affecting this and such. The

research questionnaire will contain utmost 5-10 questions. The questions will

be Recognition type of questions in which the researchers ask for a response

to a specific question and options will be given as well as open-ended type of

questions in which the students are asked to give their response based on

their opinions and experiences. Possible questions might be:

 How does the price of a material affect your decision to purchase it?

 Does your social status affect your choice in purchasing things?

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  Does the reviews on the product influence your decision in buying it?

3.4 Data Gathering Procedure

The research data will be gathered through survey-questionnaires.

The researchers will prepare a letter of consent to be addressed to the

principal of the school for the collection of research data. The research

teacher will be given the letter of consent once approved and a time table of

the schedule for data collection and the purpose. The researchers will then

distribute the questionnaires to the selected population generated by the

random sampling procedure. Along with the questionnaires a waiver of

consent will be attached to the questionnaire where the researchers will ask

for the consent of the respondent to answer the survey questionnaire. The

rights of the participants will be observed in the gathering of data as well as

the code of ethics. Research data will be stored and will be accessed by the

researchers only. The confidentiality, anonymity and privacy of the

respondents will be ensured in the collection of data. Only the researchers

will have the copy of the unprocessed data which includes student

participants’ information and survey-questionnaire results. The distribution of

survey-questionnaires and the collection of data is aimed to be done in one

week. Upon conclusion of the research, the survey questionnaires and results

will be finalized.

3.5 Validity and Reliability

To test the validity of the gathered data the researchers have prepared

valid and relevant questions for the desired outcome in which research

XXVIII
advisers will measure the content validity of the data instruments gathered.

The respondents are highly qualified for this study because of the relevance

of the research topic to the strand that the respondents are taking which is

Accountancy, Business and Management.

The reliability of the data will be tested using the Internal Consistency

method, in this method the reliability of questions is tested using by how the

questions are correlated with one another. The researchers conclude that if

the respondents get one question right the respondents are most likely to

answer the following questions correctly. The validity and reliability of the data

will also be determined through the consistency of the answers given by the

respondents as well as their honest responses.

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