BEHAVIORAL INTENTION OF BUYING REJUVENATING

PRODUCT OF USM STUDENT IN

KABACAN, COTABATO

CHENIE M. REDILLAS

Thesis Manuscript Submitted to the Department of Business Administration

College of Business Development Economics and Management,
University of Southern Mindanao, Kabacan, Cotabato
In Partial Fulfilment of the Requirements
For the Degree of

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

(Marketing Management)

OCTOBER 2022
 UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines

APPROVAL OF THESIS MANUSCRIPT

Name CHENIE M. REDILLAS
Major MARKETING MANAGEMENT
Degree Sought BATCHELOR OF SCIENCE IN BUSNIESS ADMINISTRATION
Specialization
Thesis Title BEHAVIORAL INTENTION OF BUYING REJUVENATING PRODUCT OF USM
STUDENT IN KABACAN, COTABATO

APPROVED BY THE GUIDANCE COMMITTEE

CHERYL Y. DULAY
Adviser Co-Adviser
(Optional)
______________ _____________
Date Date

____________________________ CHERYL Y. DULAY

Statistician Department Research Coordinator
(Optional)
______________ _____________
Date Date
MITZI AILEEN M. ALBA
Department Chairperson
______________
Date

HELEN MACKILING IRVING T. FAJARITO JR.

College Research Coordinator Dean
______________________ ______________________
Date Date
Study No: ________________
Index No: ________________
Recorded by: _____________
RECORDED:
LYDIA C. PASCUAL
Director for Research and Development
_________________
Date
Recorded by: _________

USM-EDR-F04-Rev.4.2020.11.16
ii
 UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines
ACCEPTANCE OF THESIS

The thesis attached hereto, entitled, “BEHAVIORAL INTENTION OF BUYING REJUVENATING

PRODUCT OF USM STUDENT IN KABACAN, COTABATO ” prepared and submitted by CHENIE

M. REDILLAS in partial fulfilment of the requirements for the degree of BACHELOR OF

SCIENCE IN BUSINESS ADMINISTRATION is hereby accepted.

CHERYL Y. DULAY
Adviser

Date

HELEN MACKILING
College Research Coordinator

Date

USM-EDR-F10-Rev.3.2020.02.24

iii
 BIOGRAPHICAL DATA

The researcher was born in Zamboanga Del Sur on the 8 th day of

January, the year 2001. She is the youngest child of Mr. Claudio Lambohon

Redillas and Veronica Madrio Redillas. It is always been a hobby of the

researcher to travel and explore new things, and she is into business. Aside

from that, the researcher is fond of binge-watching k-dramas and loves hanging

around with her peers.

She completed her elementary days in Kabacan Pilot Central School,

junior high school days Kabacan National High School, and senior high school

days at USM – Senior High School; a consistent honor student.

The researcher continued her study at the University of Southern

Mindanao and the college which she chose, is Bachelor of Science in Business

Administration. During her college days, she was a scholar of Provincial

Government of North Cotabato Organization of Scholars (PGNCOS) and more

focus into her study while handling her own business located at Carmen

Cotabato. Other than that, the researcher was also a working student during her

high school to college days to support her personal expenses. Her life verse is

taken from the book of John 16:33 which say, “In this world, you will have

trouble. But take heart! I have overcome the world.”

CHENIE M. REDILLAS
Researcher

iv
 ACKNOWLEDGEMENT

In the name of God almighty, the most gracious and merciful. The

researcher is very thankful to Him for giving her the strength, knowledge, ability

and opportunity to undertake the research study and completed it satisfactorily.

Secondly, the researcher would like to sincerely thank her parents Mr. Claudio

Lambohon Redillas and Mrs. Veronica Madrio Redillas for guiding her with

unending support. To one call away friends of her Ms. Joza Resurreccion, Ms.

Jessa Bulaybulay, and Ms. Atilla Reign Alcazaren, who opened their doors

to help and give the researcher a new home and unending support.

The researcher would like to acknowledge and express her deep and

sincere gratitude to her adviser, Professor Cheryl Y. Dulay, for giving her the

opportunity to do the research and give assistance in fulfilling her duty as a

research adviser during the process of making the thesis paper from outline to

manuscript. It was great privilege and honor to work and study under her

guidance. To the panellist, Ms. Analyn A. Gonzales, Mr. Jalaloden B.

Mahorom, and Mr. Rey L. Panaguiton, for giving feedback and approach that

focused in providing better understanding and clarifying purpose and goal of the

study.

To the respondents of this study who lend their time and efforts to share

and provide information that are needed for the accomplishment of gathering

the data that this study require, the researcher truly appreciates them.

v
 To the statistician Sir Rey Panaguiton, who helped in analysing

statistical analysis and data computations and also to the one who interpret the

data analysis Ma’am Nerissa Dela Viña.

To the special friend of the researcher Mr. Mohamed Morales, for being

with her through those hard times, for the comfort every time the researcher

would felt down and stressed out, for listening of all those rants and “drama”, for

the advice and nothing but encouragement.

The researcher was beyond blessed and hoping that God would shower

them blessings as what they gave and offered to the researcher. Thank you so

much!

vi
 TABLE OF CONTENTS

Page

PRELIMINARIES…………………………………………………………………..... i
Title Page ..................................................................................................... i

Approval of Thesis Manuscript .................................................................... ii

Acceptance of Thesis ..................................................................................iii

Biographical Data ....................................................................................... iv

Acknowledgement ....................................................................................... v

Table of Contents ...................................................................................... vii

List of Dummy Tables ................................................................................ ix

List of Figures.............................................................................................. x

List of Appendices ...................................................................................... xi

ABSTRACT ................................................................................................xii

INTRODUCTION .............................................................................................. 1

Theoretical Framework Of The Study ......................................................... 4

Conceptual Framework ............................................................................... 6

REVIEW OF RELATED LITERATURE ............................................................ 8

Consumers Behavioral Intention ................................................................. 8

Theory Of Planned Behavior ..................................................................... 10

Attitude ...................................................................................................... 12

Subjective Norms ...................................................................................... 13

Perceived Behavioral Control .................................................................... 15

vii
METHODOLOGY ........................................................................................... 17

Research Design....................................................................................... 17

Respondents Of The Study ....................................................................... 17

Sampling Procedure .................................................................................. 18

Research Instrument ................................................................................. 18

Data Gathering Procedure ........................................................................ 20

Statistical Analysis .................................................................................... 20

RESULTS AND DISCUSSION ....................................................................... 22

Demographic Profile Of The Respondents ................................................ 22

Components Of The Respondents ............................................................ 23

Purchased Intention Of The Respondents ................................................ 26

Significant Relationship Of Purchased Intention Of Buying Rejuvenating

Product ...................................................................................................... 27

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS.......................... 30

APPENDICES ................................................................................................ 33

Appendix B. Application For Research Title ................................................... 40

Appendix C. Estimated Budget Of The Research ..................................... 41

Appendix D. Application For Thesis Outline Defense ................................ 42

Appendix E. Survey Questionnaire ................................................................ 43

CURRICULUM VITAE .................................................................................... 49

viii
 LIST OF DUMMY TABLES

Table Title Page

1 The economic profile of the respondents 25

2 The behavioral intention of the respondents in 25

rejuvenating products

3 The buying intention of the respondents of 26

rejuvenating product

4 The factors influencing consumer buying intention of 26

rejuvenating products

5 The significant influence of independent variable and 27

dependent variable.

ix
 LIST OF FIGURES

Figure Title Page

1 The framework of Consumer Behavior Theory……….….....6

2 The conceptual framework of the study……………….…….15

x
 LIST OF APPENDICES

Appendix Title Page

A Application for Research Adviser ................................... 39

B Application for Research Title ......................................... 40

C Estimated Budget of the Research ................................. 41

D Application for Thesis Outline Defense .......................... 42

xi
 ABSTRACT

REDILLAS, CHENIE M. 2022. Behavioral Intention of Buying Rejuvenating

Product of Usm Student in Kabacan, Cotabato. BSBA Thesis. College of
Business, Development, Economics and Management, University of
Southern Mindanao, Kabacan, Cotabato.65 pp

Adviser: CHERYL Y. DULAY, DBA

Consumers, particularly young ones, enjoy fashion and purchasing

trends. The main purpose of this study is to investigate whether attitude,

perceived behavioural control, and subjective norms will influence the

behavioural intention of buying rejuvenating products among USM Student in

Kabacan Cotabato. This study adopted the Theory of Planned Behaviour of

Ajzen (1985) to investigate the factors affecting USM Student of purchasing

intention of rejuvenating products. An adapted survey questionnaire has been

answered by 200 targeted respondents. Data obtained from the survey

questionnaire were then analysed using SPSS and Spearman Rho correlation

analysis.

The results indicate that attitude was the highest variables with the mean

of 5.46 presented among all variables interpreted as very favourable, and

perceived behavioral control with a mean of 5.70 interpreted as very strong.

In conclusion, this study may benefit the marketers of rejuvenating

product industry in developing an effective marketing strategy to gain a better

competitive edge from the competitors around the world.

xii
Keywords: Attitude, Perceived Behavioral Control, Purchase Intention,

Rejuvenating Product, Subjective norm.

xiii
 INTRODUCTION

Innovative and creative products are produced to attract consumers in

the market. Marketers’ aim is to have an impact on consumers' behavioral

intention in an ideal direction. The success or failure of the marketing industry

influence the success or failure of marketing activities, or ultimately the success

or failure of the business itself. Consumers seek information to determine

whether a product or service will meet certain criteria while evaluating its

performance. According to the improvement of consumer purchasing power that

Souiden and Diagne (2009), stated that market trend that people become more

aware of hygiene and beauty that affects the rapid growth in the beauty care

industry, nowadays.

Consumers feel that rejuvenating or skincare products can improve their

appearance and lessen health risks, according to Pudaruth et al. (2015), which

is why demand for those goods is increasing. Customers' buying behavior in

rejuvenating products was also influenced by usage experience, information,

brand image, sales representative, and societal factors, based to Chin et al.

(2018). Behavioral intention discuss that motivational aspects influence a given

behavior where the stronger the intention to conduct a behavior, the more likely

it will be performed.

Furthermore, most of individuals would like to be attractive, fit and decent

looking skin. There is a common fact that most people want to look like models.
 2

Men and women are alike, smooth and perky skin with a perfect body shape for

a wonderful life (Nair et al., 2007). Whereas good quality product can aid your

skin to look presentable and better presently as well as in future, poor feature

may well be ineffectual and indeed cause harm to the skin.

Therefore, individuals became more aware and sensitive of the value of

hygiene and beauty as their purchasing power increased and developing market

trends emerged. A product's characteristics, care factor, sensitivity, branding,

and attractive packaging may influence a consumer's decision.

The key factor of the study behind purchasing decision through

behavioral intention of buying rejuvenating product towards attitude, subjective

norms and perceived behavioral control was determined the significant

relationship. The author has chosen rejuvenating product as a research

subjecting on the study. Rejuvenating product is a daily used commodity and

the purchasing decision can be made routinely without any conscious activity.

The study is significant in terms of knowing which factor of the behavioral

intention in terms of buying rejuvenating product. The researcher was adapted

theory of planned behavior proposed by Ajzen (1985), which is considered the

most common theoretical model to explain determinants and antecedents of

purchasing intention. Lastly, the research was useful for students and future

researchers aiming to make further study in the same field of behavioral

intention because the research findings was used as a basis or references in

their own studies.

 3

The general objective of the study aimed to investigate the influence of

behavioral intention of buying rejuvenating products of USM student in Kabacan

Cotabato. Specifically, it aimed to assess the demographic profile of the

respondents; age, gender, year level and status; assess the consumers attitude,

subjective norms and perceived behavioral control; assess the level of purchase

intention towards buying rejuvenating product; and to assess the significant

relationship between attitude, subjective norms and perceived behavioral

control to the behavioral intention of buying rejuvenating products in USM

Kabacan, Cotabato.

Technically, the study was conducted face to face and started as soon

as the proposed study was approved. The University of Southern Mindanao –

Main Campus was the chosen research locale for the convenience of the

researcher. Interestingly, most of the students at the said university were

essentially fond of using rejuvenating so they were considered as target

respondents of the study.

There were three (3) hypotheses in the study. These hypotheses were

Ho1: Has no significant relationship between attitudes (AT) and the behavioral

intention (BI) of the respondents buying in rejuvenating products. Ho2: Has no

significant relationship between subjective norms (SN) and behavioral intention

(BI) of respondents buying in rejuvenating products. Ho3: Has no significant

relationship between perceived behavioral controls and behavioral intention of

the respondents in buying rejuvenating products.

 4

Theoretical Framework of the Study

Ajzen proposed TPB in 1985, and it is now one of the best behavior

theories that was used. And also TPB analyse individual behaviour intention

and makes it the most popular theories. The framework of TPB determines

behavioral intention by attitude toward behavior (AB), subjective norm (SN), and

perceived behavioral control (PBC). Correspondingly, Figure 1 illustrates the

TPB framework. Generally, people who favourably evaluate the behavior sense

pressure from the expectations of relevant others. Moreover, possessing the

ability to adopt certain behaviors likely establishes high behavioral intentions.

Attitude towards
Behavior

Subjective Norm Behavioral

Intention

Perceived
behavioral
control

Figure 1. The framework for theory of Planned Behavior (Ajzen, 1985)

 5

The theory of planned behavior (TPB) model is an addition of the theory

of reasoned action (TRA). TPB differs from TRA in that it includes a component

termed perceived behavioral control (PBC) as a factor of behavioral intention

(Ajzen 1991). TRA predicts a person's intention to engage in an activity based

on their normative beliefs and attitudes (Chin 2018). The TPB model will be

utilized in this research because, according to Han et al. (2010), the TPB model

is superior to the TRA model at relating purchase intent. The TPB model has

been used in numerous earlier research to predict customer behavior intention.

Chen and Tung (2014), for example, used the TPB model to predict consumer

intents to visit green hotels. They expand the TPB model's application area by

incorporating both the environmental idea and the customer's mental or moral

obligation to determine the consumer's intent to visit green hotels. Ajzen (1991)

defines attitude as the extent to which an individual judges or assesses the

behavior in question favorably or unfavorably, while subjective norm define as

the societal pressure to conduct or refrain from performing the activity, and

perceived behavioral control also define as the behavior's perceived difficulty or

ease of performance. The attitude toward rejuvenating products can be

compared to a consumer's environmental attitude, which can be used to predict

purchasing behavior. Consumer attitudes were strongly linked to intentions to

purchase energy-efficient products, according to Akroush (2019). In his

research, Hsu (2017) also surveyed attitudes and concluded that attitude is

connected to purchase intent. The subjective norm implies that other people's
 6

opinions influence certain decision. Mangafi (2017), employed subjective norm

as an independent variable in determining purchasing intent. Furthermore,

Mangafi (2017), was also found that consumer attitudes and subjective norms

have a significant impact on organic food choices.

Conceptual Framework

The following are the components of the Theory of Planned Behavior

model: (1) Attitudes toward the behavior: positive or negative perception as an

individual of self-performance in a certain behavior. In this model it refers to

main point in which a behavior's performance is negatively or positively valued.

It is determined by the overall set of behavioral beliefs that link a behavior to a

various outcomes and other characteristics. A particular outcome is determined

by an individual's assumptions about the alternative outcomes. (2) Subjective

norm: a person's view of the pressures of social norms as well as the individuals'

views about whether or not he or she should engage in particular actions. The

person's perspective on a particular behavior, which is impacted by other

people's perceptions (parents, spouse, friends of a particular behavior, based

on the subjective probability that the behavior will). (3) Perceived behavioral

control: an individual’s perception of how simple or complex a particular

behavior is, as decided by the whole range of control beliefs within their reach.

a person's perceptions of the variables that may support or interfere with

behavior performance. (4) Intention: is a measure of person's readiness to

 7

engage in a particular behavior according on their attitude toward the behavior,

their perception of the behavior's social norms, and their perception of their

capability to control their behavior. Each predictor is weighted according to how

relevant it is to the behavior and the population of interest. (5) Behavior: a one's

overt response towards a particular target in a particular circumstance. It is

believed that this occurs as a result of behaviors that are well-matched to

intentions and perceptions of behavioral control. Positive intentions are only

assumed to lead to behavior when perceptions of behavioral control are strong,

according to this theory.

Attitude

Subjective norm Behavioral intention

Perceived behavioral control

Figure 2. The conceptual framework of the study

 REVIEW OF RELATED LITERATURE

Consumers Behavioral Intention

Consumers, particularly young ones, enjoy fashion and purchasing

trends. Various group have entered workforce, while others are in school or

university, and they have a higher level of education. This generation spends

$200 billion a year and bills 20% of the population (Atwell, 2015; Schwabel,

2015). They turn out to be a considerable target respondents not only due to

their curiosity when it comes to fashion, nevertheless it also due to their size, as

they represent a sizable set of groups in terms of purchasing power (Parment,

2013). Based on the research from Pudaruth et al. (2015), consumers believed

that skincare products can benefit their appearance, reduce health risks, which

is the reason for the growing demand for those products and this young

customers have a power to purchase more than earlier generation. Since,

young people are more materialistic and buy more compulsively born between

1943 and 1960, are called the Baby Boomer generation (Kalty, 2017).

Young responders were found to be the most ecologically conscientious

demographic, according to the researchers Verma, (2018). 33 percent of young

consumers believe that health qualities are significant when purchasing

products (Nielsen, 2015). Most of them have developed a good attitude toward

renewing items and willing to spend extra for variety of rejuvenating products,
 9

goods and services supported by Lee et al., (2019). Because young consumers

influence the purchasing decisions of their peers and family, it is marketers

important target market and to attack them. Peer interactions influences that

force individuals to adhere to social norms, such as brand penchants (Lu, Bock

and Mathew, 2013). In the Western world, peer pressure has been discovered

that will remain a crucial element influencing adults' purchase behavior

intentions based on Anvar, M., and Venter, M. (2014).The consumer behavioral

intention study helps better understandings and predicting the subject of

purchases as well as the reasons people make purchases and the frequency of

purchases (Quoquab, F et al. 2017). Some customers frequently acquire

products based on their personal perceived value relatively than their main

function, based to one of the current primary norms in consumer behavioral

intention study. Oliver, R. L. (2014), indicates that it does not imply that a

product's fundamental purpose is unimportant, but rather that a product's

involvement in modern society surpasses the scope of its service.

The so-called real product, or a specific product's qualities, and the

extended product, or a group of intangible factors providing the desired

perceived advantage to the consumer (such as image, consultancy, after-sale

service, etc.), are what consumers most frequently rate products on instead of

their cores (i.e., the primary utility provided) Furaiji, et al,. (2012).

Consumer response is often the ultimate test of whether or not a

marketing campaign will succeed. As a result, client data is used in almost every
 10

aspect of a successful marketing campaign. Consumer data aids marketers in

defining the market and finding threats and opportunities in their own that will

influence how customers react to the product (Solomon and Bennet, 2012).

Furthermore, behavioral intention as the intent of consumers to act in

particular ways in order to acquire, utilize, and dispose of goods or services

(Mowen, 2012). For Kautonen, T. (2013), behavioral intention is a ratio that links

past behavior to present behavior. On the other hand Khan, M. T. (2013),

indicates that behavioral intention is the occurrence of obtaining or the

percentage of all purchases made by customers who are brand loyal.

Hence, the impact of attitude, perceived behavioral control, and

subjective norm on the behavioral intention of rejuvenating products among

customers was investigated using Ajzen's Theory of Planned Behavior. The

following three variables, attitude toward behavior, subjective norms, and

perceived behavioral control, are the ones that are being examined in this study

(Kim & Chung, 2011), hence the next part focuses on these.

Theory of Planned Behavior

Ajzen developed the Theory of Planned Behavior (TPB) year 1991 and

its basic configuration is a popular cognitive theoretical paradigm. Eleonora

(2017), discusses and reveals the factors that influence people's purchasing

decisions. The Theory of Planned Behavior (TPB) is employed as the theoretical

 11

framework for forecasting behavioral intention, with following attitude, subjective

norms, and perceived behavior control serving as the foundation for prediction

Ajzen (2012). It has also been used successfully in the subject of ecological

behavior. According to Ajzen (2013), under the Theory of Planned Behavior

model, subjective norms, perceived behavior control, and attitude influence

intention, which influences behavior.

As a portion of the investigation into the feasibility of predicting individual

behavior, peripheral persuasion is developed from the improvement likelihood

model and incorporated into the framework. These predicted criteria are viewed

as the driving force behind consumers' behavioral intentions in this study. Based

on Chan & Bishop (2013), studying intentions, behaviour attitude, subjective

norms and perceived behaviour, and subsequently build marketing campaigns

that can persuade customer to buy certain products. TPB, which existed

previously to use as a forecast to consumer behavior, Chen and Hung (2016),

also applied an extension of TPB to understand the key factors that accept the

rejuvenating products. TPB developed from the Theory of Reasoned Action

(TRA), which was created to interpret person’s behavior and has remained

demonstrated to be effective in predicting and comprehending behavior in

variety of scenarios by Montano, D. E., and Kasprzyk, D. (2015). In terms of

TRA, when a person performs a task, Maichum, K. et al, (2016) states that the

actual behavior is directly influenced by the person's intent to perform, which is

defined by subjective norms and attitudes toward task.

 12

In addition, our meta-analysis contributes to the recent controversy

regarding the usefulness of the TPB for designing and implementing behavior

change interventions (Ajzen, 2015; Sniehotta, Presseau, & Araujo-Soares,

2014). Behavioral intention is a measure of how serious a person is willing to

go when engaging in certain actions (Ajzen, 2012). He also stated that TPB has

been based as a way to bypass the limitations of the original model in dealing

with conduct where people do not have complete control on intent. TPB differs

from TRA in that it includes perceived behavioral control, which can have a

direct impact on behavioral intention.

Attitude

Attitude toward behavior interpret that personal evaluation is very useful

or unsafe in fulfilling to the behavior. Indeed, if a person has a good attitude

toward pursuing behavior, he or she has the potential to do so (Ajzen, 2013).

Apparently, individual can viewed and assess whether or not the product is

favored for managing the desired attitude. Jaiswal & Kant (2018) have indicated

and recognized attitude as an imperative determinant that guides behavioral

intention and actual behaviour.

Moreover, according to the article of Ahmad Zaain, I. N. (2019) stated

that a good attitude toward a particular behavior increases the likelihood of a

customer purchasing, but a negative attitude decreases the precautionary

 13

tendency of a client. Attitudes influence a person's choices by helping to

establish his or her behavior model (Testa et al., 2016). When customers have

a positive attitude about a particular action, their willingness to engage in that

conduct increases (Ajzen, 2013). Consumer views and purchase intentions

have a favorable and significant relationship, according to previous study on

sustainable consumerism (Paul et.al, 2016; Teng and Wang, 2015). The value

of a product's equity is heavily influenced by its attitude. Individual attitudes

regarding a brand are influenced by consumer perception (Andrews and Shimp,

2017). Classical conditioning, instrumental conditioning, and a complex

cognitive process are all examples of techniques to develop an attitude. As the

article of Boon et al, (2020) states the readiness to acquire

rejuvenating products can remain influenced by aspects such as price because

the relationship between consumer perceptions and intentions is dissonant.

There is a significant relationship between attitudes toward rejuvenating

products and willingness to purchase, which is reliable with the desire to

improve one's appearance by using rejuvenating items, according to Kim and

Chung, (2011).

Subjective Norms

Fishbein “the person’s perception that most people who are important

to him think he should or should not perform the behavior in question.” Besides,
 14

(Smith and Paladino 2010) defines subjective norm as “the inner view about key

characters in the decision maker’s life, making the decision-maker to aspire to

perform (or not act) in a certain way.” In the setting of TRA and theory of

planned behavior, the individual views whether favorable or non-favorable,

either positive or negative, reflects the subjective norm towards the particular

behavior (Ajzen, 1991). He also says that subjective norms are theories that are

based on the perception of others. It is characterized as a person's motivation

to obey personal expectations from others who are personally significant to

them, such as peers and superiors (Ajzen, I et.al, 2018).

According to past researcher Omar et al. (2012), beliefs that underlie

the subjective norm is known as normative beliefs. If the person that they believe

is essential referents, they think that the behaviour should be performed. If a

customer believes a thing is worthy, he or she is more inclined to purchase said

by Kim and Chung (2011). Ajzen (2012), indicates that family and close friends

are subjected to stronger normative pressure, and looks are regarded as

necessary and commendable characteristics linked to peers preferences. Even

though the subjective norm can be separated into informational and normative

influence, TPB is usually applied to simply the normative influence (Hackman,

C. L., and Knowlden, A. P. (2014). Because of the constraint, the association

between subjective normative criteria and behavioral intention may be minor

based in Hassan et al, (2016) statement. In the case of obligatory usage,

 15

behavioral intention has a positive influence on subjective norms, but not in the

case of voluntary use.

Based on the research conducted by Kim and Chung (2011), purchasing

rejuvenating items, there is a favorable association between subjective

normative notion and behavioral intention. Bong Ko and Jin (2017) investigated

female college students in China and the United States; in both countries,

subjective norms had a positive impact on consumers’ rejuvenating purchase

intention. When consumers realize that their “important others” recognize

rejuvenating purchase behavior, they tend to adopt it norms of consumers can

influence their desire to purchase renewing items (Kim and Chung, 2011).

Perceived Behavioral Control

Previous studies have shown that consumers tend to be more willing to

buy rejuvenating products when they think they can control these uncontrollable

external factors (Xu et al., 2020). Wang X. et al. (2019) studied the influencing

factors of consumer purchase intention in developing countries; they found that

perceived behavioral control had a significant effect on purchase intention.

Ajzen (2012), indicate that perceived behavioral control reveals whether

or not a behavior is controllable. The potential perceived behavior control is

related to the as the control belief is weighed by the control variables' capability

for perception, control beliefs about resources and opportunities can be

produced in certain situations. On the other hand, control factors are classified
 16

by (Xu et al., 2020), as external or internal limits. External control is concerned

with the environment, whereas internal control is concerned with awareness or

self-efficacy. He also stated that those who experience a higher level of personal

control have a stronger intention to engage in certain behaviour.

Perceived consumer effectiveness has received great attention in

understanding consumer behavior. In previous literature, perceived consumer

effectiveness has been identified by researchers as an important factor in

understanding consumers’ environmentally friendly purchasing behavior

(Dagher and Itani, 2014; Benda-Prokeinová et al., 2017). For example, Sharma

and Dayal (2017) found that perceived consumer effectiveness has a positive

effect on purchase intention. This factor has been found to relate directly to

consumers’ attitudes toward rejuvenating products and to be an important

predictor of purchase intention (Sharma and Foropon, 2019).

As a result, if purchasers believe they have greater control over the

purchase of rejuvenating products, they are more likely to purchase them (Kim

& Chung, 2011). They also state that consumers' perceived behavior control in

purchasing rejuvenating skincare products influences their inclination to buy

these items.
 METHODOLOGY

This chapter discussed how the study has been conducted. Under the

methodology are the research design, respondents of the study, sampling

procedure, research instrument, data gathering procedures and statistical

analysis.

Research Design

This research has used both descriptive and correlational research

design. The descriptive design was used to determining the socio-economic

profile of the respondents in terms of gender, age, educational attainment and

status.

Correlation analysis was statistical technique for determining the strength

of a relationship between two or more variables. As a result, the study was

correlational because it aims to determine if the attitude, subjective norms and

perceived behavioral control has a significant relationship with the behavioral

intention of the respondents towards buying rejuvenating products.

Respondents of the Study

A total of 200 selected students from University of Southern Mindanao in

Kabacan, North Cotabato was the respondents of the study. These respondents

are the ones who are using rejuvenating product.

 18

Sampling Procedure

The researcher was studied the behavioral intention in buying

rejuvenating product in Kabacan, Cotabato. The sample for this study was

chosen via non-probability sampling, with the samples chosen based on the

respondents’ convenience. According to Manz and Edgar (2017), convenience

sampling is the most common kind of non-probabilistic sampling. It is a way of

gathering samples by capturing samples that are conveniently position around

a site, and it is a method that maybe use to collect survey questionnaires. The

research was employ convenience sampling since it will be quick, simple, and

inexpensive. The sample frame of this study was consumers aged 18 to 30

years old. The age that has been chosen was older than 20 years old tend to

be economically independent. Convenience sampling was used as the sample

method to get data. A reasonable sample size should be around 200 or 300

people in order to produce adequate and fair results (Comrey & Lee, 2013).

Research Instrument

The researchers has used survey questionnaire containing 6 parts. First

the economic profile of the respondents and then AT-attitude; SN-subjective

norms; PBC- perceived behavioral control. There are following three constructs:

AT, SN and PBC. Each construct has 2 questions or more. Scale items has

been used to evaluate the attitude, this is adapted from Chin et al. (2018),
 19

namely, "For me, using the rejuvenating product is wise" and "For me, using the

rejuvenating product is favourable/enjoyable". Subjective norm uses the

question adapted from Trafimow (2000), Perceived behavioral control use the

question adapted from Han et al. (2010). The questionnaire is presented in the

Appendix. The questionnaire uses a five-point Likert scale ranging from 7 as

"strongly agree" to 1 as "strongly disagree".

Table 1. Reliability Test Result

VARIABLES CRONBACH ALPHA NUMBER OF

VALUE ITEMS

Purchase Intention 0.927 4

Perceived Behavioral Control 0.893 3

Subjective Norms 0.703 2

Attitude 0.783 3

According to the reliability test result in Table 1, purchase intention has

a Cronbach’s Alpha of 0.927 greater than the desired Cronbach's Alpha value.

Hence, purchase intention can be said to be reliable. Next, character Perceived

Behavioral Control has 0.893 Cronbach's Alpha, indeed, higher than the desired

Cronbach’s Alpha and reliable.

Subjective Norms has 0.703 Cronbach’s Alpha, while attitude has 0.783

Cronbach’s Alpha, still greater than the desired Cronbach’s Alpha making these
 20

two reliable as well. Therefore, all the intended questions in each variable were

all accepted.

Data Gathering Procedure

The researcher gathered primary data from the respondents specifically

on behavioral intention. Secondary data has also been collected to make the

research more reliable. These included data from the internet sites, books, and

journals used in improving more the study. In conducting this study, data was

gathered using the survey questionnaires that has been answered by

rejuvenating product consumers in University of Southern Mindanao Kabacan,

Cotabato. Further, the researcher has been sending a letter to the respective

respondents to ask permission to conduct a study. They were asked, as a pre-

screening question, if they have ever used rejuvenating product. Upon the

approval the questionnaires was given out to them immediately. The researcher

has gave enough time to the respondents to answer it. After they answered the

questionnaire, it was been retrieved, tabulated, analysed and interpreted.

Statistical Analysis

The study consist of variables chosen in order to measure the behavioral

intention in buying rejuvenating products. SPSS was used to complete the

analysis of the collected data. The analysis and interpretation has been done
 21

using descriptive and correlation analysis. Descriptive statistical tools such as

frequency count, percentage distribution, weighted mean, was used to analyse

and describe the socio-economic profile of the respondents towards

rejuvenating products. Furthermore, Spearman Rho correlation analysis was

used to determine if the attitude, subjective norms, and perceived behavioral

control has a significant relationship with behavioral intention of the respondents

of buying rejuvenating products and interpreted with its qualitative description

as follows;

Correlation Coefficient Correlation Coefficient

+ 1.0 Perfect Correlation

From +.80 to +.99 High or Very High Correlation
From +.60 to +.79 Substantial Correlation
From +.40 to +.59 Moderate Correlation
From +.20 to +.39 Low Correlation
From +.10 to +.19 Negligible Correlation
0 No Correlation
 RESULTS AND DISCUSSION

This chapter presents the analyses and interpretation of the data

gathered from the conduct of the study. The various results presented in the

succeeding tables.

Demographic Profile of the Respondents

In order to identify background characteristics of customers who have

exposure to rejuvenating products, demographic questions are included in the

questionnaire and classified into four categories including age, sex, year level

and marital status.

Table 2 shows the demographic profile of the respondents in terms of

age, sex, year level of college in USM – Main Campus, and status. For the age,

20 years old in the mean 20. As to sex, 82% of the respondents were female.

The year level of the respondents, 33% of these was already in their

fourth year in college, 28% were first and second year, 10% were third year,

and the remaining 0.50% were fifth year.

Interestingly, the researcher proportionately distributed the

questionnaire to each college in the university campus using survey

questionnaire. And almost of the respondents are single with 99.5%.

 23

Table 2. The socio-demographic profile of the respondents who are students in

the University of Southern Mindanao.
Frequency
Demographic Variables (n=200) Percentage Mean
Sex
Male 36 18.00
Female 164 82.00
Age (in years) 20
Year Level
1st Year 57 28.50
2nd Year 56 28.00
3rd Year 20 10.00
4th Year 66 33.00
5th Year 1 0.50
Marital Status
Single 199 99.50
Married 1 0.50

Components of the Respondents

Table 3 showed the extent of attitude, subjective norm, and perceived

behavioral control bought by the respondents of USM Students in Kabacan,

Cotabato. Based on the result, the attitude was the highest among all variables

and interpreted as very favorable towards rejuvenating products.

The table shows that respondents' overall attitude (Mean = 5.46; SD = 0.843).

Under the attitude, the respondents considered it very favorable in terms of

using rejuvenating product (mean=5.46; SD=0.843), strong (mean=5.06;

SD=1.369), and very strong (mean=5.70; SD=1.127).

According to the result, there is a strong relationship between attitudes

toward skincare products and willingness to buy and this is consistent with the

desire to improve purchasing intention through rejuvenating product. Besides

that, consumer's attitudes towards purchase rejuvenating products have a

 24

positive impact on their willingness to purchase rejuvenating skincare products

which agree with the study of Kim and Chung (2011). Testa et al. (2015) also

stated that attitudes help to define a person's behaviour model and thus affect

their choices. The customer will be attracted by the rejuvenating product

because they feel that this product is better for them.

The table shows that towards rejuvenating products in subjective norms

were strong with the mean of 5.06 and standard deviation of 1.369. It implies

that most of the respondents think of using rejuvenating product. Because they

care about people’s opinion and testimony that strengthen their purchased

intention.

Additionally, the result under subjective norms was highly supported by

Smith and Paladino (2010) which defines subjective norm as “the inner view

about key characters in the decision maker’s life, making the decision-maker to

aspire to perform (or not act) in a certain way.” Another publish article from Ajzen

et al. (2018) characterized as a person's motivation to obey personal

expectations from others who are personally significant to them, such as peers

and superiors.

Moving on the perceived behavioural control. According to the result the

respondents rated them very strong (Mean = 5.70; SD = 1.127). The result also

implies that there is purchasing power among students of the university towards

selecting rejuvenating product. Moreover, the result of this study is supported

by Kim and Chung (2011) which say that when consumers perceived have more
 25

control over purchase natural skincare products. Consumers are more willing to

purchase these products. They also say that consumer's perceived behaviour

control to purchase natural skincare products has a positive impact on their

willingness to buy these product.

Table 3. The extent of attitude, subjective norm, and perceived behavioral

control of the respondents of buying rejuvenating products.

Standard Qualitative
Variable Mean Deviation Description
Attitude
1. Using rejuvenating products 5.75 0.972 Very
occurs when the manufacturer Favorable
appropriately implements their
business.
5.39 1.190 Very
2. Using the rejuvenating product is
Favorable
wise.
5.24 1.201 Favorable
3. Using the rejuvenating product is
favorable/enjoyable.
5.46 0.843 Very
Sub-Mean Favorable
Subjective Norms
4. Most others who are important to 5.06 1.462 Strong
me think I should use
rejuvenating products.
5. Most people whose opinions I 5.05 1.476 Strong
care about think I should use
rejuvenating product.
Sub-Mean 5.06 1.369 Strong
Perceived Behavioral Control
6. Selecting a rejuvenating product 5.90 1.169 Very Strong
is completely up to me.
7. Buying rejuvenating product 5.56 1.283 Very Strong
build confidents
8. Had enough time to select a 5.65 1.406 Very Strong
rejuvenating product.
Sub-Mean 5.70 1.127 Very Strong
Note:
Interpretation for the weighted mean of ATTITUDE are as follow: 6.17 – 7.02 (Extremely
Favorable); 5:31 – 6.16 (Very Favorable); 4.45 – 5.30 (Favorable); 3.59 – 4.44 (Neither
Favorable nor Unfavorable); 2.73 – 3.58 (Unfavorable); 1.87 – 2.72 (Very Unfavorable);
and 1.00 – 1.86 (Extremely Unfavorable).
Interpretation for the weighted mean of SUBJECTIVE NORM & PBC are as follow: 6.17 – 7.02
(Extremely Strong); 5:31 – 6.16 (Very Strong); 4.45 – 5.30 (Strong); 3.59 – 4.44
 26

(Moderate); 2.73 – 3.58 (Weak); 1.87 – 2.72 (Very Weak); and 1.00 – 1.86 (Extremely
Weak).

Purchase intention of the Respondents

Table 4 shows the the level of purchase intention towards rejuvenating

products with an overall mean of 5.44 and being interpreted as very high.

The table shows that respondents has the intention to purchase the

rejuvenating product because they are more likely to buy rejuvenating product

as soon as they run out. It implies that respondents are seeing themselves to

buy rejuvenating product in the future. They see themselves as potential

customers who can satisfied the market whose needs and wants are not

pleased. In addition, they see themselves who is considering and will

recommending to purchased rejuvenating product.

Overall, purchase intention of the respondents towards rejuvenating

products is very high (Mean = 5.44; SD = 1.215). The results show that there is

a significant relationship between purchase intentions of rejuvenating products.

Thus, this hypothesis is supported. It is pointing out the consumer's purchase

intentions towards rejuvenating products has a positive impact on their

willingness to purchase rejuvenating products. Besides, Boon et al. (2020), also

supports the result that say that consumers who buy or use rejuvenating

products are affected by their past experience. If the consumers have more

experiences with other rejuvenating products they are more likely to purchase

rejuvenating product.
 27

Table 4. The level of purchase intention towards rejuvenating products.

Standard Qualitative
Purchase Intention Variable Mean Deviation Description
1. I am likely to buy 5.40 1.345 Very High
rejuvenating products.
2. I will buy rejuvenating 5.29 1.526 High
products as soon as I
run out of the skincare
products, I am currently
using.
3. I will recommend the 5.50 1.322 Very High
products to my friends,”
and “I will consider
purchasing rejuvenating
products.
4. I will consider 5.57 1.376 Very High
purchasing rejuvenating
products.
Overall Mean 5.44 1.215 Very High
Note: Interpretation of the weighted mean are as follow: 6.17 – 7.02 (Extremely High); 5:31 –
6.16 (Very High); 4.45 – 5.30 (High); 3.59 – 4.44 (Moderate); 2.73 – 3.58 (Low); 1.87 –
2.72 (Very Low); and 1.00 – 1.86 (Extremely Low).

Significant Relationship of Purchased Intention

of Buying Rejuvenating Product

Among the variables, only subjective norms (rs = 0.597; P-value = 0.000

< 0.01) found to have positive moderate relationship with purchase intention

where p-value is less than 0.01 level of significance. This limitation may lead to

an insignificant relationship between subjective normative factors and intention

of behavioural. In the context of mandatory use, the behavioural intention has a

positive impact on subjective norms, but not significantly in the context of

voluntary use supported by Hassan et al. (2016). The positive relationship

indicates that the increase in this significant variable is moderately associated

 28

with increased purchase intention. Thus, the study failed to accept the null

hypothesis (Ho2).

The results show that the attitude (rs = 0.618; P-value = 0.000 < 0.01)

and perceived behavioral control (rs = 0.731; P-value = 0.000 < 0.01) variables

found to have positive substantial relationship with purchase intention where p-

value is less than 0.01 level of significance. The positive relationship indicates

that the increase of these significant variables is substantially associated with

increased purchased intention. As the article of Azjen, (2013) stated that when

customers have a positive attitude about a particular action, their willingness to

engage in that conduct increases. Thus, the study failed to accept the null

hypothesis (Ho1 & Ho3).

The other previous study also mentions that consumer's subjective

norms can have a positive impact on their willingness to purchase natural

skincare product. According to Bong Ko and Jin (2017) subjective norms had a

positive impact on consumers’ rejuvenating purchase intention. Therefore, the

result of this study is consistent with the previous result and this phenomenon

may be due to the characteristic of our respondents. From the analysis result, it

can be concluded that respondents are easily influenced by social pressure on

their willingness to purchase rejuvenating products

Regarding correlation, firstly, the correlation analysis for the basic model

which consists of independent variables (attitude, subjective norm, and

perceived behavioral control) and dependent variable (behavioral intention) is

 29

conducted. The result shows that the significant values of all factors are 0.000

which is less than 0.01. Hence, there is enough evidence to suggest that the

observed correlation does exist in this case. Besides, the Pearson Correlation

index of these factors ranges from 0.618 to 0.731 which implies the level of

correlations are substantial for the variable (attitude) and variable (perceived

behavioural intention). Secondly, the correlation analysis for the moderate

correlation is the variable (subjective norm) with the range factors of 0.597.

Table 5. The relationship between attitude, subjective norm, and perceived

behavioral control with the level of purchase intention towards
rejuvenating products.
Correlation Qualitative
Variables Coefficient P-value Description
ATT - Purchase .618** 0.000 (+) Substantial
Intention Correlation
SN - Purchase .597** 0.000 (+) Moderate
Intention Correlation
PBC - Purchase .731** 0.000 (+) Substantial
Intention Correlation
ATT = Attitude; SN = Subjective Norm; PBC = Perceived Behavioral Control
**. Correlation is significant at the 0.01 level (2-tailed).
Note: Qualitative interpretation of the correlation coefficient are as follows: ± 1.0 (Perfect
Correlation); from ± .80 to ± .99 (High Correlation); from ± .60 to ± .79 (Substantial
Correlation); from ± .40 to ± .59 (Moderate Correlation); from ± .20 to ± .39 (Low
Correlation); from ± .10 to ± .19 (Negligible Correlation); 0 (No Correlation)
 SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

The study entitled Behavioral Intention of Buying Rejuvenating Product

of USM Students in Kabacan, Cotabato. The study was conducted through

survey questionnaire of selected users of rejuvenating product of USM students,

with a total respondents of 200.

An adapted questionnaire was used to gather data from Chin et al.

(2018) consisting of 9 statements which was divided into two (3) sections.

Statistical measures such as frequency, percentage, standard deviation, and

weighted mean were used in analysing and interpreting the descriptive data.

Furthermore, Pearson correlation was also used as a statistical measure.

The mean of the age is 20 (100%). Majority of the respondents were

female (82%). The data was gathered at USM – Main Campus to investigate

the association or relationship of the behavioral intention in buying of

rejuvenating product. Aside from that, the study used different findings from

prior studies as support and to have a piece of improved knowledge about

behavioral intention and its association with the purchase intention of

rejuvenating products.

In addition, the overall result shows that the attitude was the highest

variables among other variables with the mean of 5.46 and standard deviation

of0.843.
 31

The attitude (rs = 0.618; positive substantial correlation) perceived

behavioral control (rs = 0.731; positive substantial correlation) and subjective

norms (rs = 0.597; positive moderate correlation). All had a significant

relationship with purchase intention. The overall result gained a total mean =

5.44 and SD = 1.215, which indicates very high intention among respondents in

purchasing rejuvenating product.

Due to the popularity of skincare products, it cannot deny the fact that

students, particularly, are friendly consumers of rejuvenating products

nowadays. Thus, the result was irrevocable.

Therefore, the findings of the present study concludes that there was a

significant association between the behavioral intention (attitude, subjective

norms, and perceived behavioral control) and purchase intention of rejuvenating

products where the level of significance = 0.000 is lesser than the p-value=0.01.

Thus, the result failed to accept all the null hypotheses.

It only indicates that behavioral intention were all good in determining

the rejuvenating products purchase intention. Respondent have the intention to

buy rejuvenating product to feel wise, joy, and confident.

In line with the findings, the researcher highly recommends that

rejuvenating product developers should focus on providing assurance

something that would emphasize the value that they could be able to receive

while consuming the their products. Furthermore, future researchers can make

a study investigation on the following: factors affecting purchase intention of

 32

buying rejuvenating product; study the social impact and the usefulness of

purchase intention of rejuvenating product; further investigation on how

behavioral intention affect the willingness to purchase; and future research may

vary upon various theories and frameworks to contribute knowledge in this area.

Also other methods of the study that can be integrated to investigate a better

understanding of consumer behavior on purchase intention of rejuvenating

product.
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APPENDICES
 39
Appendix A. Application for Research Adviser
Application for Research Adviser
UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines
APPLICATION FOR RESEARCH ADVISER
February 22, 2022

CHERYL Y. DULAY
Department of Business Administration
College of Business Development Economics and Management
USM, Kabacan, Cotabato

Madam:

I would like to request that you will be my Research adviser effective 2nd semester,
SY 2021-2022. I intend to work on “Behavioral Intention of Buying Rejuvenating Product of
USM Students in Kabacan, Cotabato.”

I am hoping for your most favourable approval on this request. Thank you very much.

Very truly yours,

CHENIE M. REDILLAS
Student

RECOMMENDING APPROVAL NOTED

CHERYL Y. DULAY_ MITZI AILEEN M. ALBA

Department Research Coordinator Department Chairperson
_______________ _______________
Date Date
APPROVED

CHERYL Y. DULAY_
Adviser
____________________
Date

USM-EDR-F01-Rev.3.2020.02.24
 40

Appendix B. Application for Research

Title
UNIVERSITY
Appendix B. Application OF
for Research SOUTHERN MINDANAO
Title
Kabacan, Cotabato
Philippines
APPLICATION FOR RESEARCH TITLE
February 25, 2022
DR. MITZI AILEEN M. ALBA
Chairperson, Department of Batchelor of Science in Business Administration

Madam:
I would like to request your office to allow me to research on the study entitled
“BEHAVIORAL INTENTION OF BUYING REJUVENATING PRODUCT OF USM
STUDENTS IN KABACAN, COTABATO.”
The study has the following objectives:
1. describe the economic profile of the respondents; age, gender, year level and status;
2. determine the consumers’ intention of buying rejuvenating product in terms of attitude,
subjective norms and perceived behavioral control;
3. determine the level of purchase intention towards buying rejuvenating product; and
4. determine if attitude, subjective norms and perceived behavioral control has significant
relationship to the behavioral intention of the respondents in rejuvenating product in
USM Kabacan, Cotabato.

Very truly yours,

CHENIE M. REDILLAS
Student
NOTED

CHERYL Y. DULAY ________________

Adviser Date

CHERYL Y. DULAY ________________

Department Research Coordinator Date

JALALODEN B. MAHOROM ________________

College Research Coordinator Date
REMARKS: _________________________
APPROVED

MITZI AILEEN M. ALBA ________________

Department Chairperson Date

USM-EDR-F02-Rev.3.2020.02.24
 41

Appendix C. Estimated Budget of the Research

Appendix C. Estimated Budget of the Research

UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines

ESTIMATED BUDGET OF THE RESEARCH

BEHAVIORAL INTENTION OF BUYINGREJUVENATING PRODUCT

IN KABACAN, COTABATO

ITEMS/DESCRIPTION ESTIMATED COST

Printing Php 1,500.00

Fare 1,000.00
Mobile load 1,500.00
Consultation cost 2,000.00
Other fees 2,000.00

Grand Total Php 8,000.00

Prepared and submitted by:

CHENIE M. REDILLAS
Student

NOTED

CHERYL Y. DULAY ___________________________

Adviser Date

CHERYL Y. DULAY ___________________________

Department Research Coordinator Date

MITZI AILEEN M. ALBA ___________________________

Department Chairperson Date

USM-EDR-F06-Rev.3.2020.02.24
 42

Appendix D. Application for Thesis Outline Defense

UNIVERSITY OF SOUTHERN MINDANAO
Appendix D. Application for Thesis Outline Defense
Kabacan, Cotabato
Philippines

APPLICATION FOR THESIS MANUSCRIPT DEFENSE

Name CHENIE M. REDILLAS
Degree/Major MARKETING MANAGEMENT
Thesis Title BEHAVIORAL INTENTION OF BUYING REJUVENATING PRODUCT IN
KABACAN, COTABATO
Date of Examination APRIL 26,2022
Time 8;00AM-12:00
Place COLLEGE OF BUSINESS DEVELOPMENT ECONOMICS AND MANAGEMENT

MEMBERS OF THE EXAMINING COMMITTEE

Name Signature Date

ANALYN A. GONZALES __________________ __________________

JALALODEN B. MAHOROM __________________ __________________
REY L. PANAGUITON __________________ __________________

RECOMMENDING APPROVAL:
CHERYL Y. DULAY _______________________________
Adviser Co-Adviser (Optional)
APPROVED:
_______________________________ CHERYL Y. DULAY
College Statistician Department Research Coordinator
(Optional)
MITZI AILEEN M. ALBA
Department Chairperson

REPORT ON THE RESULT OF EXAMINATION

Name Signature Remarks
ANALYN A. GONZALES ________________ __________________
JALALODEN B. MAHOROM ________________ __________________
REY L. PANAGUITON ________________ __________________

APPROVED:

CHERYL Y. DULAY
Department Research Coordinator

_____________________
Date
USM-EDR-F07-Rev.3.2020.02.24
 43

Appendix E. Survey Questionnaire

UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines

SURVEY QUESTIONNAIRE
BEHAVIORAL INTENTION OF BUYING
REJUVENATING PRODUCT IN
KABACAN, COTABATO

Part I. Socio-economic Characteristics of the Respondents

General Direction: Please furnish necessary information by filing out the

blanks and check () yours on the space provided

each items.

Name (optional) _________________________________

Sex:
[ ] Male

[ ] Female

Age:

Year level: ___________

Marital Status:

[ ] Single [ ] Widowed

[ ] Married
 44

Part II. Attitude in Buying Rejuvenating Product

Instruction: Please rate the following statement by checking () on

the space provided for your selected answers.
Scale:

Ratings Qualitative Description

7 Strongly agree

6 Agree

5 Somewhat agree

4 Neutral

3 Somewhat Disagree

`2 Disagree

1 Strongly Disagree

STATEMENTS 7 6 5 4 3 2 1

1. For me, using rejuvenating

products occurs when the
manufacturer appropriately
implements their business.

2. For me, using the rejuvenating

product is wise.

3. For me, using the rejuvenating

product is favorable/enjoyable.

Part III. Subjective Norms in Buying Rejuvenating Product

Instruction: Please rate the following statement by checking () on the

space provided for your selected answers.
Scale:
 45

Ratings Qualitative Description

7 Strongly agree

6 Agree

5 Somewhat agree

4 Neutral

3 Somewhat Disagree

`2 Disagree

1 Strongly Disagree

STATEMENTS 7 6 5 4 3 2 1

1. Most others who are important to

me think I should use rejuvenating
products.

2. Most people whose opinions I care

about think I should use
rejuvenating product.

Part IV. Perceived Behavioral Control in Buying Rejuvenating Products

Instruction: Please rate the following statement by checking () on the

space provided for your selected answers.
Scale:

Ratings Qualitative Description

7 Strongly agree

6 Agree

5 Somewhat agree

4 Neutral
 46

3 Somewhat Disagree

`2 Disagree

1 Strongly Disagree

STATEMENT 7 6 5 4 3 2 1

1. Selecting a rejuvenating product is

completely up to me.

2. I am confident that I want to buy a

rejuvenating product.

3. I have enough time to select a

rejuvenating product.

Part IV. Purchased Intention in Buying Rejuvenating Products

Instruction: Please rate the following statement by checking () on the

space provided for your selected answers.

Scale:

Ratings Qualitative Description

7 Strongly agree

6 Agree

5 Somewhat agree

4 Neutral

3 Somewhat Disagree

`2 Disagree

1 Strongly Disagree
 47

STATEMENT 7 6 5 4 3 2 1

1. I am likely to buy rejuvenating

products.
2. I will buy rejuvenating products as
soon as I run out of the skincare
products, I am currently using.

3. I will recommend the products to

my friends,” and “I will consider
purchasing rejuvenating products.
4. I will consider purchasing
rejuvenating products.
 48
Appendix F. Letter to the Respondents

Application for Research Adviser

UNIVERSITY OF SOUTHERN MINDANAO
Kabacan, Cotabato
Philippines
LETTER TO THE RESPONDENTS

Dear Respondents:

Greeting with peace and Love,

I, the researcher from University of Southern Mindanao, Kabacan, Cotabato,

am currently working in my thesis entitled “BEHAVIORAL INTENTION OF
BUYING REJUVENATING PRODUCT IN KABACAN, COTABATO” for the
degree Bachelor of Science in Business Administration major in Marketing
Management.

In this view, I will be grateful for your wholehearted cooperation by answering

the prepared questionnaires in line of my study. Rest assured that all information
gathered is kept confidential.

Thank you very much, God Bless you.

Sincerely yours,

CHENIE M. REDILLAS
Researcher

Noted:

CHERYL Y. DULAY
Adviser
 49

CURRICULUM VITAE

CHENIE M. REDILLAS

Poblacion Kabacan, North Cotabato

09456697730
redillaschen@gmail,com

PERSONAL INFORMATION
Name: CHENIE M. REDILLAS
Home Address: USM PLANG, KABACAN, NORTH
COTABATO
Phone Numbers: 09456697730
Date of Birth: JANUARY 08, 2001
Place of Birth: PARASAN, MOLAVE ZAMBOANGA
DEL SUR
Civil Status: SINGLE
Gender: FEMALE
Citizenship: FILIPINO
Height: 5’2
Weight: 47 kg
Driving License No: M08-20-004769

EDUCATIONAL ATTAINMENT:
Degree School Period
College BS in Business Administration August 2019
University of Southern Mindanao to present
Kabacan, Cotabato
Senior High School University of Southern August 2017
Mindanao- Senior High School to 2019
Kabacan, Cotabato
Junior High School Kabacan National High School June 2013 to
2016
Elementary Kabacan Pilot Central School June 2007 to
2012
50