RODUCT PERSONALITY AND CONSUMER PREFERENCES ON

APPAREL IN SARIAYA QUEZON

A Research
Presented to the
Faculty of School of Business and Accountancy
CSTC College of Sciences Technology and Communications, Inc.

In Partial Fulfillment of the

Requirements for the Degree of
Bachelor of Science in Business Administration
Major in Marketing Management

By:
Justine Adrian De Chavez
Maria Trixie Colina
Tracy Lyn Galit

2023
 CHAPTER I

The Problem and Its Background

Product personality refers to the set of personality characteristics that people use

to describe a specific product and to discriminate it from other products. Product

personality covers characterisation of performance, durability, and colour fastness of

apparels along with mandatory regulations on flammability, fibre composition and care

labels in the product personality, it is said here if the characteristic of a product or

apparel is whether it is durable and if the coloring of its fabric is good. Sometimes

consumers are more encouraged to buy a product due to the fact that the product

personality can be adjusted which attracts more customers to buy (Govers, 2004)

Consumer preference is a term that refers to consumers' choices to maximize

their satisfaction. Consumers have some degree of control over the type of goods they

buy, but they cannot always choose what they want. The theory states that consumers

are influenced by their own preferences, the preferences of others, and the context in

which they make decisions. Consumers are also influenced by social norms and cultural

values, which can be seen as social pressure to conform to certain behaviour or beliefs.

In economics, consumer preference is a concept that refers to the choices consumers

make to maximize their satisfaction. Consumers have some degree of control over the

type of goods they buy, but they cannot always choose what they want. Consumer
preference is a key factor in the economy. It is one of the most important factors

influencing demand, supply, and price. (Katherine Williams 2022.).

The purpose of the study is to know the product personality and how it affects to

the preferences of consumer.

Setting of the Study

Figure 1. Location Map of Sariaya, Quezon

The study will be conducted in Sariaya, Quezon. Municipality of Sariaya has a

total of 24,530 hectares with as 43 barangays and an estimated population of 161,868

according to the 2020 census.

The researchers chose to conduct a study in Sariaya, Quezon because there are

many apparels to buy. Also many customers to buy here.

Statement of the Problem

The main purpose of this study is to know product personality and consumer

preferences on apparel in Sariaya Quezon.

Specifically, it seek to answer the following:

1. What is the demographic profile of the respondents in terms of:

1.1Age 

1.2 Sex

1.3Civil Status

1.4 Educational Attainment

1.5 Employment

2. What is the components of product personality in terms of:

2.1 Aesthetic

2.2 Association

2.3 Perceptions
3. What is the factors affecting consumer preferences in terms of:

3.1 Perceived Product

3.2 Perceived Price

3.3 Perceived Place

3.4 Perceived Promotion

4. What is the significant association of product personality and consumer preferences?

Hypothesis

There is no significant association of product personality and consumer

preferences

Significance of the Study

The study about product personality and consumer preferences is deemed

important to the following:

To the business owner of apparel

 This study will help the business owner to select how to promote their goods and

services most effectively by comprehending how consumers think, feel, and make

decisions.

To the Researcher

This study will benefit the researchers to expand their knowledge about the

product personality and consumer preferences. It would help them on their

specialization on Marketing Management when they work or doing their own business.

To the Future Researcher

This study would serve to the future researcher as a pattern on how to make this

kind of study.

Scope and Limitations

This study will be focus on product personality and consumer preferences on

apparel. The study seeks to know the consumer preferences and product personality on

apparel through survey. The respondents of the study are the consumers of apparel in

Sariaya, Quezon only.

Definition of terms

The terms below are used in this research and defined based on how the

researchers use the following words

Aesthetic defines a design's pleasing qualities.

https://www.interaction-design.org/literature/topics/aesthetics#:~:text=Aesthetics%20is

%20a%20core%20design,enhance%20functionality%20with%20attractive%20layouts.

Apparel defined as the set of products that enhance or adorn the body.

https://www.acrwebsite.org/volumes/12220/volumes/sv04/SV-04

Associations that can lead to a higher standing in consumers’ minds and an increase in

sales.

https://www.anparresearchltd.com/post/brand-association

Consumer Preferences subjective individual tastes, likes and dislikes, and

predispositions. 

https://www.askattest.com/blog/articles/6-simple-ways-to-test-consumer-preferences
Perceived Place value is where physical space is combined with the meaning of human

behavioural output.

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6266701/

Perceived Price value which customers are willing to pay for a particular product or

service based on their perception about the product.

https://economictimes.indiatimes.com/p/perceived-value-pricing/profileshow/

51807284.cms

Perceived Product the consumer's perception of the overall components of a product

both tangible and intangible characteristics.

https://www.bu.ac.th/knowledgecenter/epaper/jan_june2007/Somphol.pdf

Perceived Promotion which gives explanations and convince potential consumers of

the goods and services in order to gain attention and convince

file:///C:/Users/User/Downloads/125907916%20(4).pdf
Perceptions defines what consumers think your brand, your products and your services

represent. Its how your brand makes them feel.

https://www.askattest.com/blog/guides/how-to-measure-brand-perception-and-why-you-

should#:~:text=Brand%20perception%20defines%20what%20consumers,more

%20than%20just%20an%20opinion.

Product Personality refers to how a product is perceived and can drastically change

consumers' minds about your product

https://www.linkedin.com/pulse/minimal-product-personality-branding-evan-willms
 Chapter II

Review of Related Literature and Study

This chapter presents the literature and studies which contained information,

concepts, theories, and findings that are contributory and fitting for the selection.

Related Literature
Product Personality

According to Dumitrescu (2010) defined product personality as "the set of

human personality characteristics used to describe a specific product”. A similar

definition was proposed by Govers and Mugge: “The product personality is the set of

human personality characteristics used to describe a specific product variant. A more

comprehensive definition is the following: Product personality is the set of strong

human personality features used by man to distinguish his / her product from those of

others and to justify the emotional relationship with it. At individual level, the product

personality is the result of the interaction of each user or contemplator with the product.

At general level, the product personality is created by industrial designer. Product

personality is reflected in many decisions on how the product looks, behaves and is

positioned in the market by marketing campaigns. Beyond its theoretical aspect, the

concept of personality is important in practical terms. Based on Janlert and Stolerman

(n.d) Erik wrote: “People and things have attributes of high-level character that help us

to understand and enter into relationship with them.” Moreover, Govers and Mugge

appreciated that the designer can translate the personality features of the product in a

way that users and contemplators can understand. Thus, the designer is provided with a

useful tool for design. But what kind of personality has to be assigned to the product A
first answer was discovered by Laura Milner and Dale. Men and women want to know

that the product belongs to them. As evidence, many consumers are clearly

uncomfortable when using products and services that appear to be not suitable for them.

Therefore, if marketing people want to increase their product appeal to both sexes, then

they have to reposition the product in relation to the gender of market segment. Other

authors have gone further and they said that the products are more valued and the

attachment occurs if their personality is similar to the personality of the owner or user.

Specifically, the personality of the product should be similar to the image which the

person has of himself. This fact received the name of personality congruence. In this

study we have a model of product personality the method used most frequently to

determine the personality of a product is the statistical survey. Subjects are asked to

assign personality features to examined products according to researcher’s model. If

there is a divergence of views amongst the subjects, then the product has not a clearly

defined personality. Over the years, there have been proposed several models of product

personality. Based on Aaker (n.d.) conducted an experiment in order to determine the

personality features that may be associated with brands. She concluded that the most

important personality features are the sincerity (down-to-earth, honest, wholesome,

cheerful); Excitement (daring, spirited, imaginative, up-to-date); Competence (reliable,

intelligent, successful); Sophistication (upper class, charming); Ruggedness

(outdoorsy, tough).

According to Wybrants (2015) the components of the product personality are

aesthetic, associations and perceptions

Aesthetic

Association

According to Berry (2019) In this study talks about Association of Electronic

Cigarette Use With Subsequent Initiation of Tobacco Cigarettes in US Youths. In this

nationally representative study of US youths, we found that using e-cigarettes as one’s

first tobacco product was associated with more than 4 times the odds of ever cigarette

use and nearly 3 times the odds of current cigarette use over 2 years of follow-up. We

also found that prior other product use was associated with similar odds of subsequent

cigarette initiation. In stratified analyses, we found that the association of prior e-

cigarette use and subsequent cigarette initiation were especially pronounced in low-risk

youths, a pattern not seen for prior use of other products. Finally, we estimated that

21.8% of new ever cigarette use and 15.3% of current cigarette use in the US youth
population may be attributable to initiating tobacco products through e-cigarette use.

Comparatively, we estimate 12.8% of cigarette initiation and 13.7% of current use is

attributable to the prior use of other non-cigarette products. These estimates suggest that

the proportion of smoking attributable to e-cigarettes may be larger than the proportion

attributable to all other products combined. We used methodological refinements

associated with defining exposure based on a youth’s first tobacco product; nevertheless,

our results are consistent with prior work suggesting that the use of e-cigarettes18,19

and other tobacco products15,22 is associated with increased risk of cigarette initiation.

Prior studies have reported stronger associations among adolescents with no baseline

intent to smoke7 or lower risk-taking behaviours. Similarly, we found that the

association of prior e-cigarette use with subsequent cigarette use was especially

pronounced in low-risk youths when we stratified our analysis by baseline risk-taking

behaviours and traits. This observation suggests that propensity for risk is unlikely to be

the sole explanation for the association between e-cigarette use and cigarette initiation.

The same pattern of heightened risk among low-risk youths was not seen for prior use of

other tobacco products. A prior model of the catalyst effects of e-cigarettes

conceptualizes a 2 step process. In the first step, e-cigarettes attract low-risk youths to

tobacco use through their flavour. The limitations of this despite its strengths, our study
had several limitations. First, the PATH Study data are observational; we cannot

establish causal relations or rule out the possibility of residual confounding by

underlying risk-taking propensities. Second, our study design, which relied on recall to

establish tobacco use timelines, did not allow us to examine how the association of e-

cigarette use with cigarette initiation may vary by e-cigarette product characteristics or

patterns of use because we did not use the more detailed questions on contemporaneous

product use. Third, we included only individuals in each prior use category based on the

first tobacco product they initiated. If e-cigarette use is implicated in transitions to

smoking even in cases in which the product sequence, for example, was hookah to e-

cigarettes to cigarettes, our findings may represent conservative estimates of the

association between e-cigarette use and subsequent cigarette initiation. Our PAF

calculations were based on an assumption of causality between exposure and outcome

despite the aforementioned limitation of using observational data. Thus, our population-

level estimates of the association of e-cigarette use with combustible cigarette initiation

are provisional. Until additional evidence confirming these estimates is generated, they

should be interpreted with caution.The importance of this is the use of electronic

cigarettes (e-cigarettes) and other non-cigarette tobacco products may increase the odds

of cigarette initiation, even among low-risk youths. The conclusions this topic this large,
nationally representative study of US youths supports the view that e-cigarettes

represent a catalyst for cigarette initiation among youths. The association was especially

pronounced in low-risk youths, raising concerns that e-cigarettes may renormalize

smoking behaviours and erode decades of progress in reducing smoking among youths.

Although the individual-level risk of cigarette initiation was comparable for prior e-

cigarette users and prior other tobacco product users, the proportion of new cigarette use

attributable to prior e-cigarette use appears larger than the proportion attributable to

prior use of all other products combined. These findings strengthen the rationale for

aggressive regulation of youth access to and marketing of e-cigarettes to achieve future

decreases in the prevalence of cigarette use among youths.

Perceptions

According to Nurjannah (2020 ) Perception is an important element of the

thinking process. This is due to the perception that they play a role in opening and

providing an early-stage thinking screen. We know about our surroundings because we

are able to experience them through perception; we know about scientific phenomena

because they are observed. Based on this understanding, the intended perception is a

thought process to get new information and record it as something that is made a new

perspective on something. Perception is a process by which individuals organize and

interpret sensory impressions in order to give meaning to their environment. However,

what we perceive can be substantially different from objective reality. The world as it is

perceived is the world that is behaviourally important. So that perception is something

that is obtained through stimulus situations, circumstances or everything that can

provide a response to the work of reason to be recorded as a new thing. A number of

views and theories have been widely expressed in several books or some literature.

Perception theory is a term to describe the application of neurological research and

accept the principles of psychology in studying visual communication. Perception

theory deals with how the brain receives information, processes it, and uses it. In

perception theory, the theoretical approach will add new information to study visual

communication and help the human being about the effectiveness of communication

theory. He came from social research. Ultimately, to be useful, all communication

theories and all assumptions about how humans process images and their effects must be

compatible with neurological research. The perception approach to communication

theory recognizes the importance of emotions in processing all communication, and

especially visual targets that have parallel communication.Perception theory provides an

overview of how perception is formed and the most relevant theories and explanations

of perception as a process acquiring and processing of information may be divided into

two basic groups, according to the direction of information flow. The first is a group of

theories that suppose using only bottom-up processes when acquiring and processing

sensory data. By bottom-up processes, we mean processes that start at the lowest

sensory levels that means (from the cortex's point of view) at the most distant levels of

cognitive apparatus and then they gradually lead to more complicated and complex

processes which take place in higher (cortical) structures which are responsible for more

global and abstract ways. On the contrary, the top-down theories suppose that in the

process of discrimination, but mainly when processing sensory stimulus, we start by

"feeling" sensory data on receptors, but their processing presumes a downward influence

of higher cognitive contents which organize and later determine them. Such influence

we can call the top-down effect. The core of this approach is the fact that in order to

process sensory stimulus, one needs to have prior experience or knowledge, or other

influences which help to organize and form cognitive contents.

Consumer Preferences

According to Williams (2022) Consumer preference is a term that refers to

consumers' choices to maximize their satisfaction. Consumers have some degree of

control over the type of goods they buy, but they cannot always choose what they want.

Consumer preference is a theory that has been around for decades. It has been used to
explain the behaviour of consumers. Consumer preference can be applied in many

different ways, such as marketing, advertising, product design, etc. The theory states

that consumers are influenced by their own preferences, the preferences of others, and

the context in which they make decisions. Consumers are also influenced by social

norms and cultural values, which can be seen as social pressure to conform to certain

behaviours or beliefs. In economics, consumer preference is a concept that refers to the

choices consumers make to maximize their satisfaction. Consumers have some degree of

control over the type of goods they buy, but they cannot always choose what they want.

Consumer preference is a key factor in the economy. It is one of the most important

factors influencing demand, supply, and price. A basic example would be if a customer

were at a restaurant and had two options for entrees - chicken and steak. Which one

would the consumer choose? They will likely choose the one they like more or have

more reason to buy. There have a Consumer Preferences Assumption .The assumption

first is fundamental to the way people think about and make decisions. Assumptions are

the mental shortcuts that people use to make said decisions. They can help a person

understand the world and make sense of it, but they also have limitations. There are

three types of assumptions: completeness, transitivity, and non-satiation. First is

Completeness: Completeness assumes that consumers have all the information they need
to make an informed decision, both about the product and their own desires. Second is

Transitivity: Transitivity assumes that if A happens then, B will happen as well. The last

is Non-Satiation: Non-satiation assumes that if one person has X amount of something,

it does not mean they will not want more options. In the world of marketing,

assumptions are made all the time. For example, when a company wants to create a new

product or service, they might assume that consumers will like it without testing it first.

This assumption is an example of a completeness assumption - if something is assumed,

then that means it has already been done somehow. Transitivity assumptions are when

people assume that if one thing is true, then another thing must be true as well. For

example, if someone thinks that their favourite sports team will win, they might assume

their favorite team will win the championship or vice versa. The assumption type, non-

satiation, assumes that consumers want to choose from dozens of options. For example:

if a consumer comes into the store looking for a specific brand of bread out of stock,

they want to have other bread brands from which to choose.

According to Anojan (2015) the factors affecting in consumer preferences are

perceived product, perceived price, perceived product and perceived promotion.

Perceived product
 According to Vantamay (2011) This article gives a review of the comprehensive

concept of perceived product quality: definitions, impacts, factors affecting perceived

product quality, determinants and consequences of perceived product quality, its

dimensions. Besides, it also gives the recommendations for making perceived quality

match actual quality. Nowadays, as businesses’ competition becomes greater, the

concept of perceived product quality is rapidly becoming an important, strategic tool in

marketing management to make a difference of their products. In this article, perceived

product quality is defined as the consumer’s perception of overall components of the

product -- both the tangible and intangible characteristics. It is so different from actual

quality that it can powerfully affect the profit margins, brand power and market share,

brand equity, perceived value, returns on investment (ROI) and profitability. Factors

affecting perceived product quality have two cues the intrinsic cues and the extrinsic

cues. The perceived product quality also has various dimensions such as performance,

features, conformance, reliability, durability, serviceability, and “fit and finish”. In the

last part, the recommendations to make perceived quality match actual quality are

included in this article. As businesses’ competition becomes greater significantly, the

concept of perceived product quality is increasingly becoming much on the minds of

academicians and marketing practitioners today. That is because the concept of

perceived product quality not only affects the purchase intention of the consumer but

also affects the market share, brand profitability, brand power, and brand equity. There

are Four Impacts of Perceived Product profit margins, Brand power and market share,

Brand Equity and Perceived Value. The concept of perceived product quality is regarded

as a significantly important construct for all marketing managers. It is becoming a

strategic tool to make a difference from competitors. The perceived product quality is

defined as the consumer’s perception of the overall components of a product-- both

tangible and intangible characteristics. It may also include performance, features,

reliability, conformance, durability, serviceability, and aesthetics etc. Above all, it’s not

actual quality of products. It has a powerful effect on profit margins, brand power and

market share, brand equity, perceived value, Returns on Investment (ROI) and

profitability. The factors affecting perceived product quality are both intrinsic cues and

extrinsic cues. The intrinsic cue concerns physical characteristics of the product itself,

such as size, color, flavor, or aroma. The extrinsic cues are external to the product itself,

such as price, brand image, manufacturer’s image, retail store image, or even the

country of origin. The perceived product quality has various dimensions such as

performance, features, conformance, reliability, durability, serviceability, and “fit and

finish”. Consequently, All marketing managers shouldn’t overlook the perceived quality
concept and they must make consumer perceptions of quality match actual quality. The

three following recommendations will be helpful for them. That is: (1) To communicate

the quality information continuously (2) Don’t talk boastfully about your products

quality (3) To be aware of factors affecting quality of products and use them efficiently.

Lastly, I hope that this article will be very helpful for any person in the business or

marketing field, especially all marketing managers or marketing communications

managers to match the product quality perceived in the consumer’s minds efficiently.

Likewise, I strongly expect that this article will make academics and marketing

practitioners in Thailand turn to give attention to study this concept more increasingly.

The empirical research in this area in Thailand is still needed.

Perceived Price

According to Bennett (2023) Perceived value pricing is that value which

customers are willing to pay for a particular product or service based on their perception

about the product. Perceived value pricing is not based on the cost of the product, but it

is the value which the customer thinks that he/she is deriving from consuming a product

or a service. Perceived value pricing is an important marketing strategy which helps

firms to price a particular product in the markets. Generally, marketers position the
product in such a way that it will make the product unique. Customers usually compare

the value that they derive after using the product or service and end up paying more.

Marketers need to show the customers the true value they would get after using the

product. Let's understand perceived value pricing with the help of some examples: If

you have to reach the airport you have multiple options given by the cab rental

company. They will give you a choice between multiple car segments for the same

destination. Usually, prices are higher for a sedan, a sports utility vehicle or a multi-

purpose vehicle, as compared to a hatchback. Although, the distance remains the same,

but customers pay a higher value per kilometre for higher category of cars. The

comparison that customers can draw is that sedan vehicles are more spacious, cleaner,

more comfortable, and there is space for more passengers as compared to a hatchback.

Another example is luxury watches. The production cost is usually low even if it is

studded with diamonds. But, some watch companies usually sell their products for over

Rs 1 lakh. Here the customers are not concerned about the cost of the product, but pay

for the brand (it might be associated with a celebrity), the experience, and how it will

add to the social status of the person. Perceived price is not just based on the price of a

product that a consumer can buy, it is based on how you benefit from a product.

Perceived Place
 According to Kalali (2015) The basis of the present study is to evaluate the

process of meaningful perception of place, and to analyse the effectiveness of each

factor influencing this process. It will also investigate the effects of various perception

dimensions (including cognitive, affective, interpretative and evaluative dimensions) on

the manner of perceiving different levels of place meaning. Arg Street in Mashhad city

was selected as the study area and both the qualitative and quantitative methods were

adopted. Techniques of semi-structured interview, and coding and hermeneutic methods

were used to analyse the relation among different levels of place meaning and the

effective factors and dimensions of environmental perception. Findings demonstrate that

certain perception dimensions may have more effect on perception of particular levels of

place meaning. The results indicate that ‘cognitive dimension’ is the most influential

dimension in perception of the primitive level of place meaning, while ‘affective’,

‘interpretative’ and ‘evaluative’ dimensions play the most significant role in perception

of the extreme levels of place meaning. Moreover, this research suggests a need for

further studies exploring practical methods in our contemporary urban design projects,

which can involve the perception of people with the most effective dimensions.

Perceived Promotion
 According to Verma (2020) The purpose behind the development of this

research article is to assess the impact of sales promotions benefits on consumer

perceived value and examine the moderating effect of product categories on the relation

between sales promotions, their benefits, and consumer perceived value. The study used

a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is

applied to evaluate the research assumption. Finally, the moderating effect of the

product category is evaluated by utilizing ‘Multi-Group Analysis' technique. Research

findings reveal that the product category moderates the consumer's perceived value for

hedonic and utilitarian benefits of sales promotion tools. It is found that utilitarian

benefits of sales promotion have more impact on consumer perceived value in the

context of personal care product while hedonic benefits are having more impact on

consumer perceived value in the context of food products. A sales promotion plan can

be made more effective when it is hedonic benefit oriented in the case of food products

and utilitarian benefit oriented in the case of personal care products. The findings of this

research can be useful for marketers to develop an effective sales promotion strategy

considering the category wise differential impact of sales promotions benefits. Monetary

promotions, or price promotions, are the actions which allow the consumer to purchase a

product at a lower price, thereby attracting the consumer by offering an opportunity of

price saving. But the role of monetary promotions is not limited to price saving; it also

offers benefits like higher product quality and shopping convenience to consumers

Task-focused consumers are more attracted to monetary promotions .The methodology

of this study was designed to evaluate consumer's value perception for two important

division of fast moving consumer goods first, food products and second, personal care

products. It is based on identifying that how the product category moderates the

relationship between monetary sales promotions, non-monetary sales promotion,

hedonic benefit, utilitarian benefits and consumer perceived value. In this study, four

products are selected for research two products from each category. The objective of this

research was to assess the impact of sales promotions benefits on consumer perceived

value through hedonic and utilitarian benefits in the context of two different product

categories first, food product and second, personal care product. While studying the

relationship between five constructs of this study monetary sales promotion, non-

monetary sales promotion, hedonic benefits, utilitarian benefits and consumer perceived

value in the perspective of food.

Related Studies

According to Lin (2016) The purpose of the study is to investigated the cognition

of cultural & creative products are identical between the consumer who have different
personality traits and learn more about the consumer preferences and purchase

intentions. The respondents is consumer that have a 115 person. The result of the study a

total of 115 people took part in the PDP aptitude test during the consumer questionnaire

stage. Valid questionnaires are 102 and the final statistics are: Koala (32 people), Owl

(21 people), Peacock (25 people), Tiger (13 people), Chameleon (11 people), and the

gender distribution. In the five sub-assumptions of H1, we found that t-values are

greater than 2. Under 95 % of confidence level, product identity of the five creative

products are significantly higher than the median value. In other words, these five

creative products have personality traits.

According to Hanum (2018) Batik, as one of Indonesia's original product, is

currently experiencing rapid growth in the fashion industry. This can be seen from the

emergence of various kinds of fashion products made from batik cloth. In this study, the

types of batik cloth will be divided according to the manufacturing process which are

stamped batik, hand-drawn batik, and painted batik. This selection aims to provide a

more detail description for the concept of product personality for each batik cloth. The

respondents are consumer in society in Indonesian. The result of this study proved that

the value of product personality affects the purchase intention of a person against

stamped batik and hand-drawn batik. As for painted batik, product personality has no
direct effect. In addition, product personality also affects subjective norms (opinions of

people around the prospective buyer) directly in bringing the purchase intention to the

types of batik.

According to Kashyap (2019) In this study women has developed as an

important segment in apparel buying. They give lot of importance to apparel resulting in

changing behaviour of consumers. The purpose of the study is to expand knowledge of

apparel buying behaviour of Indian consumers by understanding the apparel buying

preferences of working women and to assess the impact of big five personality type on

various dimensions which influence the apparel buying behaviour of working women

like consumer characteristics, product attributes, promotion, store attributes and

reference groups. The respondents are 480 working women belonging to the three age

group 26-35 years, 36-45 years and 46-55 years. The result of this study that most of the

working women (34%) were teacher, 19% were working in corporate sector, 17% had

their own business, 14% were in public services like police, government officers and

public services, 6% were lawyers and 5% were doctors and engineer. Hence, it can be

concluded from the above data majority of the working women respondents were into

teaching.
 According to Mehra (2016) In this study its all about consumer

preferences and purchase decision making for micro packs. This is an endeavour to

study preference and decision making for purchasing micro-packs of selected product

categories among the consumers. The study has been conducted under a broad

framework of the following hypothesis: The respondents are 500 belonging to three

cities of Punjab: Jolandhar, Amritsar and Ludhiana and Union territory of Chandigarh

was drown. The result in this study there is no significant difference among the

respondents belonging to different income groups regarding their preferences for

different sources of information considered in the choice of micropacks.

According to Rahadi (2012) entitled Relationship between Consumer

Preferences and Value Propositions.In this study talks about relationship between

consumer preferences and value propositions. The method of research is by interview

with one single question asked to the entire respondent. Thirteen respondents answer

this question with working background varied from Property developer, Property

consultant, architects, and quantity surveyors. The results in this study shows that there

are four major significant factors which affects pricing decision for residential property

developer: design, developer reputation, facilities and accessibility. From all of these

findings a further analysis will be conducted to create a general pricing model. There are
several options of pricing model to be used, with their own strengths and weaknesses.

For this research, modified or combined approach will be used to produce more accurate

result.

According to Tlapana (2021) entitled factors influencing consumer preferences

of restaurants in the greater buffalo city. The current study was explanatory and

quantitative in nature. Explanatory research was carried out to obtain a deeper

understanding of the research problem. Non-probability sampling id adopted whereby a

convenience sampling approach is used to select 30 respondents. The results in this

study has been designed to examine the factors influencing consumer preferences in

greater Buffalo City. Food quality followed by price, hygiene, and service quality

respectively, are all found to significantly influence consumer preferences of restaurants.

These factors also have a significant effect on customer loyalty and retention at

restaurants in Buffalo city, and restaurant must ensure that their patrons are happy. Also

the results in this study could be used to spur the creation of a quality-measurement

scale for ambiance for independent restaurants in Buffalo.

According to Amraei (2016) The purpose of the study is seeks to provide

empirical support for the “brand personality effect”, that is the direct influence that
brand personality will have on a variety of consumer-driven outcomes. Tests a series of

hypotheses using experimental research design with 192 subjects. Support is found for

all proposed hypotheses. The result of this subjects in the no brand personality condition

rated Jatim’s brand personality significantly lower in terms of strength than subjects in

the five conditions for which a specific brand personality dimension was manipulated

sincerity, competence, excitement, sophistication ,ruggedness. Proportions of correct

responses ranged from 84.4 percent for the no brand personality condition, to 100

percent for the excitement condition. Taken together the results of these manipulation

checks provide evidence that brand personality was successfully manipulated.

According to A Isik (2016) the purpose of this study is using a measurement

model of brand name and consumer preferences, this study aims to investigate the

effects of brand name on consumer preferences in Turkmenistan. This study sought to

investigate specifically, the influence of brand name on consumer’s preferences by

utilizing structural equation modelling technique. A total of 422 completed copies of

questionnaires were evaluated for analysis. The results suggest that, brand name variable

have statistically significant relationships with consumer preferences variable. The

findings of the study indicated positive correlations among the two variables with high
factor loadings. Brand name of a product has significant impact on the overall

preferences of the consumers.

According to Sreerekha (2018) This study explores the relationship between

elements which affect consumer buying behaviour for apparel products in Coimbatore

city. In order to do so questionnaires were distributed to respondents who presently

living in Coimbatore city and are regular buyer of apparel products. The total sample

size consists of 100 respondents. Data were collected by author himself, convenience

sampling method was used for data collection, after assembled data it is analysed.

Descriptive statistics was used to analysis the demographics. The result of this study

offers insights and evidence about the relationship between the variables which impact

consumer buying behaviour for apparel products.

According to Thangavel (2017) the present study is mainly deals with consumer

preference towards branded cloths and to ascertain the brands of cloth most preferred by

respondents in Coimbatore city. The study also examines consumer's perception on

branded cloth showrooms in Coimbatore city. The study is a descriptive study. Primary

data was collected with the help of structured questionnaire administered to 30

respondents in Coimbatore city. From the analysis of this study, it was shown that there
are six factors of brand loyalty that were appropriate in the environment which are, the

brand name, product quality, price, promotion, service quality and store environment. So

marketers should and it useful to understand how loyalty factors influence the

consumer-buying behaviour in the marketplace, which can help in segmenting

consumers and markets for their brands and marketing communication.

According to Choudhary, (2019) The purpose of the study is to expand

knowledge of apparel buying behaviour of Indian consumers by understanding the

apparel buying preferences of working women and to assess the impact of big five

personality type on various dimensions which influence the apparel buying behaviour of

working women like consumer characteristics, product attributes, promotion, store

attributes and reference groups. Hence the study was conducted on 480 working women

belonging to the three age group 26-35 years, 36-45 years and 46-55 years. The study

was conducted in Jaipur which is the capital of Rajasthan state. Convenient sampling

technique was used for selection of sample. The findings of this study will contribute

towards understanding of behaviour and will provide a meaningful insight to retailers,

entrepreneurs and merchandisers regarding apparel buying behaviour.

Synthesis

Conceptual Framework

Consumer Preferences
Product Personality
 Perceived Product
 Aesthetic  Perceived Price
 Association  Perceived Place
 Perceptions  Perceived
Promotion

Figure 2: Research Paradigm

 In this figure it is shown that the product personality affects the consumer

preferences, because through the product personality congruence has a positive effect on

consumer preference.
 CHAPTER III

Methodology and Research Design

This chapter presents the methodology used in securing the data needed for the

research study. It includes method of research used, respondents of the study, data

gathering instruments, data gathering procedure, and validation of the study.

Method of Research Used

In this study quantitative research is used to identify the significant

associations…

Respondents of the Study

The respondent of the study are the selected customer in Sariaya Quezon

particularly in ______ because of this there are many clothes that consumers can

choose. A total of will be the respondents are 30.They are consumers who purchase the

apparel because of the good quality of their cloth.because of this people are more

attracted to buy the clothes.

Data Gathering Instrument

The researchers will use self-constructed interview-guide questionnaire based on

the gathered related literature and studies in this investigation. The respondent will give

a set of questionnaires. Part I is composed of questions about demographic profile of the

respondents; Part II composed of questions about product personality; Part III composed

of question about consumer preferences. The questions contain product personality, and

consumer preferences. The data will be coded and will be subjected to analysis and

interpretation of data.

Table 1. Scale to Determine the Agreement on Product Personality and Consumer

preferences on Apparel

Point Interval Verbal Interpretation

4 3.25-4.00 Strongly Agree
3 2.50-3.24 Agree
2 1.75-2.49 Disagree
1 1.00-1.74 Strongly disagree

Validation of the Study

The researchers submitted the questionnaire to the research adviser to test the

validity of each question. The research adviser tested validity of each question and

identify questions that required revision. The researcher repeated the same procedure of

process until all questions were considered valid.

For the validation of the study, researchers will conduct pre- trial survey outside

the respondents of the study, to know if the questionnaires are understandable and valid.
Administration of Questionnaire

The researchers presented a letter of request to the consumers in Sariaya, Quezon

to permit them in the data gathering for the study. The researchers made the letter of

request for the research upon the approval of the producers. The researchers will

personally distribute the questionnaire to the respondents and conduct interviews for

additional information. After answering the questionnaire, those will be tally, analyse

and interpret.

Statistical Treatment

The statistical treatments used in analysing and interpreting data are follows:(1)

the Frequency Distribution and percentage ,(2) Weighted Mean (3) Chi-Square

Test

1. Frequency and Percentage Distribution is used to determine the proportion of

responses relative to the whole. It is used to find the proportion of respondents in

variables such as age, sex, civil status, educational attainment, and employment.

This tool answer the statement of the problem 1.

2. Weighted Mean is a kind of average. It is used to find the data points or weight

of components of product personality and factors affecting in consumer

preferences. This tool will answer the statement of the problem 2-3.
3. Correlational Coefficient is a statistical concept need to determine whether the

observed counts are significantly different from the counts that we would expect

if there was no association between the two variables. This tool will answer the

statement of the problem 4.