Predictors of Consumer Buying Behavior towards Food

Bazaars

CHAPTER 1

INTRODUCTION

Backgroun of the study

Food bazaar are quickly gaining popularity, especially

among customer’s. First things first "A food bazaar is

comparable in layout to a conventional school cafeteria

or even a food court, admittedly more hip and cooler with

different stores and kiosks providing diverse food

choices," claims Catama (2017). They try it because they

believe it is a location that is "instagramworthy" for

them to post to social media accounts be "in" with the

vogue. The food bazaar is a terrific venue for today's

generation since they love to share things on social

media and are ready to try new foods. Additionally,

Catama (2017) claims that "any food bazaar that you visit

is certain to be incredibly Instagrammable- perfect for

the winning social media post." Food bazaar are a great

location for family and friend get-togethers because they

cater to huge crowds of people.

Japan boasts a variety of imaginatively themed and

created food bazaar. These kind of eateries are also

well-known or popular in America, particularly in

Portland, the nation's most progressive city. They are

known as food truck parks as opposed to food bazaar.

According to one article, these food truck parks have the

potential to significantly alter how Americans eat. One

will debut later this year in Tulsa, Plano, Texas, and

Asbury Park, New Jersey, among other cities.

In the Philippines, it serves as a fantastic draw for

the nation and has the potential to draw in a sizable

number of tourists. Filipinos love to eat, which is one

of the many reasons why the stand of the food bazaar in

the food industry for this year is great. According to

Talavera (2017), “Food bazaar are to expand in PH retail

market this year, the demand for vacant lots for food

parks increased by more than 10 times in Metro Manila

last year.” This new trend in the Philippines is starting

to expand and be widely known to many which is a big

impact for the country especially in expanding its retail

market.

Davao City's food bazaar is a popular destination for

foodies, offering a variety of culinary options from many

different cuisines and a distinctive outdoor dining

experience. To meet the demands of this expanding trend,

many food sellers now provide healthy food options like

low-calorie, vegan, and gluten-free foods. Overall, the

food bazaar exhibits a wide range of patron behavior that

is always changing to reflect shifting patron preferences

and expectations.

Statement of the Problem

The purpose of this study is to ascertain the consumer

behavior of Davao City's Selected Food Market in order to

address the following queries:

1.What is the level of factors that pr edicts consumer

buying behaviour towards Food Bazaar in terms of:

1.1 Psychological Factors

1.2 Social Factors

1.3 Cultural Factors

1.4 Personal Factors

1.5 Economic Factors

2. What domain of factors best predict consumer buying

behaviour of food bazaar

2.1. Product

2.2. Price

2.3. Place

2.4. Promotion

Null Hypothesis
 There is domain of factors best predicts consumer

buying behaviour of food bazaar

Review of Related Literature

According to et al. (2008), night markets are "street

markets operating at night, primarily in urban or

suburban areas that generally tend to have more leisure,

shopping, and eating areas." The atmosphere, tranquility,

and delicious cuisine were therefore the factors that

contributed to the night market's continued growth. In

relation to this, individuals began to enjoy spending

time at the night market.

This study is a significant factor in determining

consumer buying behaviour in Night Market. According to

Kumar et al. (2020)  that psychological variables play a

significant role in purchase decisions because many

customers wonder why they chose a particular product or

service after making a purchase.

These factors include cultural factors, social

factors, personal factors and psychological factors.

Accordng to (Callwood, 2013) (Callwood, 2013) The

psychological elements that affect a person's decision-

making the person's motivations, perceptions, learning,

and beliefs and values are further divided into attitudes

1.1. Psychological factors

Perception

Perception is the most crucial psychological

component in all human conduct, whether you're acting as

a customer, an employee, a parent, a friend, or just as a

person. According to Radhika Duggal at Forbes,

“Perception is defined as the process by which

individuals select, organize and interpret stimuli into a

meaningful and coherent picture of the world.”

Advertising, word-of-mouth, prior experiences, social

media, pricing, quality, and customer service all

influence how consumers perceive products and services.

By these initiatives, businesses can reinvent themselves

as elements of consumers' lifestyle decisions as well as

products. Source: ception-influences-on-buying-behavior/?

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According to (Ivkov,Blesic, Stefanovic, and Raljic,

2014) Customers' experiences can be improved by both

concrete elements like signage, symbols, and décor as

well as intangible ones like music, temperature, aroma,

and even the number of people shopping. According to

(Bhakar, 2017; Emmanuel Nondzor, 2015)Customers recognize

the importance of the condition behind the preparation

area as the operation's most prominent front portion in

addition to anticipating the delight, pleasure, and

excitement created by the welcoming ambience of food

bazaar operation.

Big brands work so hard because the marketplace's

perception of a brand or industry is so crucial. They

work very hard to maintain a favorable public perception

of themselves and their business. As a result, businesses

like Gillette will pay David Beckham to "model" their

products. According to (Taylor, 2006)by coordinating how

people behave with the Gillette brand, the company can

enhance or reinforce how Beckham is perceived what's

already favorable about it. Understanding the thought

processes that underlie the decision-making process for

purchases is crucial, which is why consumer psychology is

connected to marketing methods. Source: Frontiers |

Factors Affecting Impulse Buying Behavior of Consumers

(frontiersin.org).

Motivation One of the most significant indicators of

customer purchase decisions has been noted to be the

variety of consumer motives. Understanding customer

requirements and market segmentation can be based on

knowing consumer motivations. According to (Kim et al.,

2014; Singh, 2018)As buyers, our motivations serve as a

reflection of our wants, which affect how we view and

select items . A number of different customer motives

have been regarded as one of the most significant

predictors of consumer purchasing decisions (Akram et

al., 2021b). Understanding consumer requirements and

market segmentation can be derived from knowing what

drives consumers.

Several consumer motivational elements are

interconnected. A small number of empirical research used

a variable-centered methodology to investigate how the

motivation elements interacted. According to Johansson et

al(2020) research has demonstrated that when social and

moral motives (social acceptance and ethics) are co-

activated, people become less value-conscious (value for

money) for expensive green consumption since doing so

makes them seem moral to others. According to(Khan,

2007)A person may be motivated to purchase a product for

convenience, style, prestige, self-pride, or being

fashionable comparable to others . According to (Smoke,

2009)If marketers are aware of the factors that influence

motivation, they may be able to develop marketing

strategies that sway consumers' desire to consider,

participate in, or process details about their brand or

advertisement.

Beliefs and Attitudes

Kotler describes attitude as "a person's persistent

favorable or unfavorable cognitive assessments, emotional

reactions, and action tendencies toward some object or

concept" and belief as "descriptive notion that a person

believes about anything". People may hold particular

attitudes and opinions regarding certain goods and

services (Sarangapani, 2009). Because these beliefs

contribute to the product and brand perceptions that

influence consumers' purchasing decisions, marketers are

interested in the opinions that consumers form about

certain goods and services. The marketer must start a

campaign to correct any false beliefs if they prevent

purchases.

Social Factors

Family, roles, and status are the key social factors

that affect consumer behavior. Societal variables

directly affect how people behave in terms of consumption

and shopping. Consumer behavior has an impact on not just

people and society but also on nations and their economy.

The following are significant social variables that

have a direct or indirect impact on a person's behavior:

Family: The people in one's family have a significant

influence on their tastes and behaviors. It provides a

setting in which a person can grow, develop a

personality, and acquire values. A child picks up his

purchasing habits and preferences by imitating his

parents, and he will likely continue to make the same

purchases as he gets older.

The responsibilities within the reference group that

affect other people's behavior should be sought out by

marketers. Like Initiator (who begins the buying choice),

Influencer (whose viewpoint influences the buying

decision), Decision-Maker (who has the power to make the

purchase decision), and Buyer (who ultimately buys the

product).

Roles and Status: A person's status and role in the

society have an impact on his purchasing decisions. For

instance, it is typical for someone in a high position in

a company to buy things that support his status. Before

endorsing any particular products, marketers should make

a concerted effort to comprehend the position and

function of the person in question. Hence, before

developing their marketing strategies, marketers need

have a thorough understanding of how social issues affect

how people behave.

Cultural Factors

Many characteristics of consumer behavior are influenced

by culture. In reality, cross-cultural study reveals

slight or significant variances that might be linked to

culture. For this field to advance, it was deemed

necessary to adopt a broader perspective and investigate

fundamental relationships in international marketing

(Cavusgil 1998). Efforts to understand consumer behavior

led to the development of numerous general models that

represented the key influences on consumers globally.

Sheth and Sethi (1977) created a thorough theory of

cross-cultural consumer behavior in an early attempt to

explain disparities among cultures in their perceptions,

evaluations, and consumption behavior of a generic

product or service. The language, religion, education,

roles, norms, personality, way of life, socialization,

and tradition were all taken into account by this model

of consumer behavior. Samli (1995) asserts that customer

behavior may.

A collection of individuals is connected to a certain

community's beliefs and ideologies. When a person comes

from a particular community, his/her behavior is highly

influenced by the culture relating to that particular

community. Some of the cultural factors are:

Culture

Cultural Factors have a strong influence on consumer

buying behavior. Cultural Factors include the basic

values, needs, wants, preferences, perceptions, and

behaviors that are observed and learned by a consumer

from their near family members and other important people

around them.
 According to (Money, Gilley, and Graham, 1998)

Currently, culture has a significant impact on how

consumers behave. For instance, ladies in West Bengal

would choose to purchase conventional sarees over

Western-style clothing. It is a crucial component of the

environment we live in. Everything that sets man apart

from other animals and points to his social essence is

considered to be a part of culture, including ideas,

relationships, religions, rituals, habits, art, and much

more. Stable behavioral models, particularly in consumer-

based behavior, are a blatant example of culture. For

Thanksgiving, turkey is a customary dish in mainstream

American society. Only in the United States can chicken

producers and retailers anticipate spikes in demand

around the Thanksgiving holiday because to this

culturally specific tendency.

Subculture

Within a cultural group, there exists many subcultures.

These subcultural groups share the same set of beliefs

and values. Subcultures can consist of people from

different religion, caste, geographies and nationalities.

These subcultures by itself form a customer segment.

According to (Zaltman 1965). Due to their

comparatively uniform norms, attitudes, and behaviors,

subcultures are fascinating sociological units for market

research and segmentation . The focus of previous

research on subcultural consumption patterns has been on

ethnic or other labeled subcultures, such as African

American, Hispanic, Italian, Jewish, and WASP (see, for

example, Hirschman 1981, 1985; Wallendorf and Reilly

1983), which, despite some general similarities,

frequently display such diversity of consumption

preferences as to severely limit their potential as

market segments (Deshpande, Hoyer, and Donthu 1986).

Instead, this study looks at subcultures that choose

themselves based on similar consumer preferences (cf.

Donnelly and Young 1988).

Social Class

Each and every society across the globe has the form of

social class. The social class is not just determined by

the income, but also other factors such as the

occupation, family background, education and residence

location. Social class is important to predict the

consumer behavior.

According to Dominquez and Page (1981a, 1981) Status

revolves around the family and its place in the community

based on home type, location, and value, interactions,

and memberships as well as education, family, background,

and occupation, so class is best suited to those consumer

decisions that are predominantly individually, rather

than jointly, made or delegated to the family social

Class is also best suited to those values, lifestyles,

and communicate.

Personal Factors

Factors that are personal to the consumers influence

their buying behavior. These personal factors differ from

person to person, thereby producing different perceptions

and consumer behavior

Some of the personal factors are:

Age

Age is a major factor that influences buying behavior.

The buying choices of youth differ from that of middle-

aged people. Elderly people have a totally different

buying behavior. Teenagers will be more interested in

buying colorful clothes and beauty products. Middle-aged

are focused on house, property and vehicle for the

family.

According to Kotler and Armstrong (2013), "People

change the goods and services they purchase throughout

the course of their lifetimes," and for this reason age

has always been a crucial variable in segmenting markets

in the commercial sector. According to Kotler, Armstrong,

Harris, and Piercy (2014), consumers go through a variety

of life stages, hence many companies have created niche

markets by focusing exclusively on one age group with

their products and services (Schiffman et al., 2008).

Income
Income has the ability to influence the buying behavior

of a person. Higher income gives higher purchasing power

to consumers. When a consumer has higher disposable

income, it gives more opportunity for the consumer to

spend on luxurious products. Whereas low-income or

middle-income group consumers spend most of their income

on basic needs such as groceries and clothes.

According to (Kotler et al., 2014) .Choices of goods and

services will be influenced by a person's financial

circumstances, notably their income or the income of

their family . Due to the emphasis on good value, getting

more for less, and a pay-less message, businesses in the

commercial sector produce goods that are cheaper but of

poorer quality. In higher education, there has been a

great deal of concern about the idea that income

influences choices, and many researchers have fought a

battle to reduce this affect (e.g. Ball, Davies, David, &

Reay, 2002; Reay et al., 2002), despite the fact that

income is strongly linked to social class and it is

frequently difficult to separate the two variables.

Occupation

Occupation of a consumer influences the buying behavior.

A person tends to buy things that are appropriate to

this/her profession. For example, a doctor would buy

clothes according to this profession while a professor

will have different buying pattern.

 Lifestyle

Lifestyle is an attitude, and a way in which an

individual stay in the society. The buying behavior is

highly influenced by the lifestyle of a consumer. For

example when a consumer leads a healthy lifestyle, then

the products he buys will relate to healthy alternatives

to junk food.

According to (Kotler and Armstrong, 2013) Lifestyle

encompasses more about people than just their social

class or age, hence in the commercial realm of marketing

there has been a significant trend away from reliance on

single characteristics and toward lifestyle segmentation.

Although the concept of lifestyle in the study of

consumer behavior in higher education is still in its

infancy, one study attempted to classify participants

into subgroups based on a variety of factors rather than

just their own personal characteristics.

Economic Factors

The Economic Factors are the factors that talk about the

level of sales in the market and the financial position

of the consumer, i.e. how much an individual spends on

the purchase of goods and services that contribute to the

overall sales of the company.

Personal Income

A person's purchasing power rises in tandem with their

level of disposable income. The money that is left over

after meeting a person's fundamental necessities is

referred to as disposable income.

More discretionary income results in higher spending

on a variety of goods. But concomitant to the decline in

disposable income was a decline in multi-item spending.

Family Income

Family income is the total income of all the members of a

family's members.Family income affects the consumers'

purchasing decisions family. The extra money earned by

the household after the spending is done on the family's

essential requirements accessible for purchasing retail

items, durables, and luxury.

Income Expectations

One of the key factors determining future income is

expectations.

of an individual's purchasing habits. Assuming he has any

Having more money means he can be inclined to spend

more.indulgences, retail items, and durable things. The

other hand On the other hand, if he anticipates a

reduction in his future income, he will reduce his

spending on frills and pleasures and limit his spending

to the absolute minimum.

Savings

Savings also affect a person's purchasing decisions

individual. A variation in the amount saved causes a

shift in an individual's spending. If someone decides to

increase his savings from his current salary, he will

Spend less on luxury items and comforts.

Liquid Assets

The term "liquid assets" refers to those that can be

converted. without any loss, swiftly into cash. Liquid

assets consist of cash on hand, money in the bank,

marketable securities, etc.

With greater liquid assets, the person makes a purchase.

luxury & comforts. In contrast, if he has less He cannot

spend any more money on purchasing luxuries and luxuries.

Correlations between measures

Theoritical Framework

According to the current "theory of consumer

behavior," the first model of the consumer decision-

making process was created by Howard in 1963 and revised

in 1969. The new model integrates the various

psychological, social, and market pressures on the

 knowledge and choice of the buyer. (1969; Howard and

Sheth).

The Decision Making Theory was developed by Nicholas

Bernoulli and Oskar Morgenstern and is based on the

cognitive process of anticipating choice results.

Economic and psychological elements such as social and

cultural values influence consumer behavior, and value

and satisfaction were added as modifications. Allen

Shocker highlights the difficulty and procedures involved

in decision-making, and the level of participation is

still a crucial consideration. Marketing activities have

a significant impact on consumer behavior, which is the

process of identifying needs, looking for ways to meet

them, and making purchases. This process is referred to

as gathering, analyzing, developing plans, and carrying

them out to successfully purchase the desired product.

The psychology of the consumer heavily influences their

behavioral approach.

Conceptual Framework

Independent Variable Dependent

Varible

Factors of Consumer
behavior;

 Psychological Level of consumer

 Social buying behavior
 Cultural
 Personal
Figure 1- Conceptual Framework of the Study

Shown in Figure 1 is the conceptual framework of the

study showing the Factors that influence consumer's

behavior (independent variable) and showing the

relationship of Consumers Buying Behavior (dependent

variable).

Significance of the Study

The present study aimed in coming up with measures

that will assess consumers’

buying behavior towards street food in Dapitan City.

Specifically, this research is of meaning and

significance to the following:

FOOD BAZAAR OWNERS. In order to improve their food

bazaar and draw in a lot more consumers, the proprietors

can benefit from this study by better understanding and

knowing the references and behavior of customers there.

LEST FUTURE RESEARCHERS. Researchers who desire to

undertake research in the same area as this study—namely,

the topic of food—might find this study to be useful as a

resource and a guide. TO THE READERS. The primary notion

of food bazaar, as well as its history, are explained for

the benefit of future readers.

STUDENT. Their understanding of the relevance of

quality, price, time, and risk avoidance as a basis for

their shopping decisions will be enhanced by the study's

findings.

TEACHER. The provided information would help the

teachers have a deeper grasp of this study and help them

recognize the characteristics of small company consumers.

Scope and Limitation

This study will focus on the Predictors of consumers

Buying Behavior towards Food Bazaar's in Davao City

during the Year 2022-2023 Initially, this study will

confine itself to conducting a survey questionnaire, and

direct interview of the current customers of financial

intermediaries included in the studies.

Defination of Terms
 The researchers defined the terms according to how

they are used in the study in order to make an easy

understanding of the problem and avoid ambiguous

meanings.

Operational defination of terms - entails opting to

purchase food bazaar from a seller on the street for

consumption by oneself or a group while traveling around

Davao City. It is a synonym for "consumer buying

behavior," which refers to individuals as opposed to

businesses. Personal, cultural, social, economic, and

psychological aspects all have a part in influencing

consumer behavior, making them crucial to any marketing

strategy.

Food bazaar -Refers to different stalls in one place

selling varieties of food with a setup of tables and

chairs like a food court.

 CHAPTER 2

METHOD

Research Method

Methodology refers to the analysis of the methods

used appropriate to a field of Study. It is a systematic

way of accomplishing certain tasks and is defined as a

collection of procedures, techniques, tools, and

documentaries aids that helps a software developer to

speed up and simplify the software development process

(Pressman, 2001).

In this Research, a combination of methodologies was

used. This Chapter describes the methodology for this

dissertation and the methodology that is used for system

development.

Research Design

Non experimental quantitative research design

specially, description, prdeiction design. It is the most

appropriate research design that can be used in this

study since the study aims to determine the predictors of

consumers buying behavior of (selected) Food Bazaar's in

Davao City. According to Cooper and Schindler (2013),

descriptive correlational research design shall be used

when the study aims to determine relationship between two

or more variables in the study.

Research Locale

Davao City, often known as the City of Davao, is a

first-class, highly urbanized city on the Philippine

island of Mindanao. The city is the largest in the

Philippines in terms of total land area with a total size

of 2,443.61 km (943.48 sq mi). After Quezon City and

Manila, it is the third most populated city in the

Philippines. It is also the most populous city outside of

Metro Manila and the most populous in Mindanao.

This investigation was conducted in Davao City,

specific locations are Toril, Puan and Roxas night

market. Random individuals who agreed to participate in

answering the pre-made questionnaires were chosen by the

researchers. This allows the researchers to gather

information and determine how consumers' purchasing

decisions are impacted by traditional and internet

retailers.
Map of the Philippines

Map of Davao City

Respondents of the Study

In this survey, 150 Davao City residents would

participate as respondents. The responders will be chosen

at random by the researchers. Each sample has an equal

chance of being chosen when using the sampling technique

known as random sampling. A randomly selected sample is

intended to be a fair reflection of the entire

population.

Research Instrument

The research design used in this study is a

constructed questionnaire whose items were lifted from

relevant literatures which underwent content validation

and internal validity using Cronbach Alpha. It consists

of two parts : part 1 is respondents profile and Part 2

which determined respondents level of factors that

predicts consumer buying behaviour. A 5 - point Likert

scale of: 5) Strongly Agree, 4) Agree, 3) Neutral,

2)Disagree, and 1) Strongly Disagree.

Data Gathering Procedure

To be able to conduct this study, the following steps

were done by the researchers.

Letter of Permission
 To perform the study outside of the institution, the

researchers requested a letter of authorization. The

research adviser took note of the letter and forwarded it

to the department for confirmation and clearance.

Administration of Questionnaires

The researchers created the surveys once the letter

was approved. The goal of the survey was explained to the

respondents by the researchers. The surveys were given

out and administered by the researchers to the

respondents. Retrieval, Tabulation and Interpretation of

Data

The researchers retrieved the surveys once the

respondents completed them and tabulated, analyzed, and

interpreted the results.

Data Analysis

To give meaning to the data gathered, statistical

treatments were done to analyze and interpret data are as

follows:

-Mean will be used to determine the respondent’s level

of factors that predicts consumer buying behaviour in

terms of psychological, cultural, person and economic

factors.

Range of means Descriptive level Interpretation

 Consumer behavior
4.21-5.00 Very High is very evidently

manifested by the

responedents.

Consumer behavior
3.41-3.20 High is very evidently

manifested by the

respondents.

Consumer behavior
2.61-3.40 Average is very evidently

manifested by the

respondents.

Consumer behavior
1.81-2.60 Low is very evidently

manifested by the

respondents.

Consumer behavior
1.00-1.80 Very Low is very evidently

manifested by the

respondents.

Ethical Consideration

Data confidentiality will be strictly upheld by the

researchers. By citing the names of the writers whose

works will be used in this study, the researchers will

also adhere to accepted intellectual norms and

copyrights. The researchers will also be truthful about

the study's findings.

References

Questionnaire