i

Purchasing Behavior of Young Consumers

A Research Paper

Presented to

The Faculty of Calbayog City National High School

Senior High School Department

Calbayog City

By:

Anada, Rj Jade D.

Caingcoy, Joshua P. Beronilla, Khenjan J.

Ladag, Marielle M. Calipes, Joelmelandrew C.

Monsanto, Aiko D. Muring, Ruben Michael D.

Araquil, Princess Diane S. Madrid, Ylhin Mae S.

Balbarona, Charise C. Galero, Cass C.

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Acknowledgement

The researchers would like to express their utmost gratitude to few important

people who played significant part of this research to make it possible.

To the school principal Atty. Calick D. Arrieta For approving the conduction of

this research.

To Mrs. Judith Fortaleza for offering great help and advice to the researchers

and guidance from the beginning up to the end of this study.

To our Research Panelists Mrs. Marife Manalo, Mr. Warren Errojo, Mrs.

Jasmin Aresgo, and Mrs. Susanie Diomangay for supporting and guiding the

researchers to the completion of this study.

They would also like to thank the participants of this study, without them, there

wouldn't be proper data and the research wouldn't have even started.

And finally, acknowledgement is also extended to all those who have put in effort

and helped make this study successful.

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Dedication

We researchers would like to dedicate this study to the following individuals who

inspired us to begin and complete this study.

To our ever-supportive parents, who continually provided their moral, spiritual,

emotional, and financial support.

To future researchers who will spend their time developing a related study to

ours. So that it will provide an in-depth understanding about your own study.

To our brothers, sisters, relatives, mentor, friends, and classmates who

shared their words of advice and encouragement to finish this study.

To the researchers who put in all of their effort, time, thoughts, ideas, and

hardships to complete this study.

And to the Almighty God, who provided us with the guidance, power, and

wisdom that enabled our study to be a success. We offer all of these to you.
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Abstract

This study examines the purchasing behavior of young consumers and explores the

underlying trends in their decision-making process. By analyzing previous research, it

becomes apparent that there are gaps and limitations in the existing methods employed

in studying this topic, necessitating further investigation to address these gaps, this

study employs a combination of data collection, research, and analytical methods to

gain deeper insights into the purchasing behavior of young consumers. The study

focuses on understanding the motivators that drive their purchasing decisions, the

preferred shopping channels they utilize, and their information-seeking behaviors prior

to making a purchase. The findings reveal that quality and price, personal desire, and

functional needs are significant motivators for young consumers. Furthermore, feedback

and reviews from others play a crucial role in their decision-making process. These

findings have important implications for businesses targeting young consumers. To

effectively engage with this demographic, businesses should emphasize offering value-

driven products, establish a strong online presence on popular platforms like Shoppee,

and encourage positive customer reviews to build trust and credibility. In conclusion,

this study contributes to the understanding of the purchasing behavior of young

consumers and provides valuable insights for businesses seeking to capture this market

segment. By aligning their strategies with the preferences and needs of young

consumers, businesses can enhance their competitiveness and drive growth in today's

dynamic marketplace.
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Table of Contents

Page

Cover Page i

Approval Sheet ii

Acknowledgement iii

Dedication iv

Abstract v

Table of Contents vi

Chapter 1: The Problem and Its Setting

Introduction 9

Theoretical Framework 11

Conceptual Framework 13

Research Questions 14

Scope and Limitations 15

Significance of the Study 16

Definition of Terms 17
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Chapter 2: Review of Related Literature and Studies

Related Literature 19

Related Studies 22

Chapter 3: Methodology

Research Design 25

Research Participant 25

Research environment 25

Research Procedure 26

Statistical Treatment 27

Data Gathering Techniques 28

Data Analysis 28

Chapter 4: Presentation, Analysis, and Interpretation of Data

Presentation of Data 30

Analysis of Data 33

Interpretation of Data 35

Chapter 5: Summary, Findings, Conclusion, and Recommendations

Summary of Findings 38
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Conclusion 39

Recommendations 40

References 43
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Chapter I

The Problem and Its Settings

Introduction

Consumer behavior is the study of how a customer, or a group of customers

select, buy, use, and dispose ideas towards the products or services in order to

satisfy their needs and wants (Chand, n.d.). The personalized marketing analyzed

the pattern of buying behavior of a consumer. After the analyzed of personalized

behavior, the prediction of future trend can be done easily (Kumar, John,

&Senith,2014)

A purchase decision is the result of each and every one of these factors. An

individual and a consumer is led by his culture, his subculture, his social class, his

membership groups, his family, his personality, his psychological factors, etc., and is

influenced by cultural trends as well as his social and societal environment (NASAM

Ramya, S Mohamed Ali 2016).

By focusing on the local context of Calbayog City, we have a unique

opportunity to explore the market dynamics and understand the factors that influence

young consumers' choices.

There are several factors and reason why a people buy a product. According

to Qazzafi (2019) consumer purchase the products when the need arises, and the

consumer uses all five stages of consumer buying decision making process during

purchase of high involvement or costly products while the probability of skipping one

or more than one stages are more in low involvement or daily usage products.
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These are products that require more thought, consideration, and risk

assessment due to their significant impact on the consumer's finances or well-being.

On the other hand, for low-involvement or daily usage products, consumers may be

more likely to skip one or more stages in the decision-making process. This is

because these products are usually less expensive, routine, and require less effort to

evaluate and purchase.

Businesses need to align their marketing strategies, product development,

and communication efforts with the preferences and motivations of young consumers

to gain a competitive advantage. Therefore, the insights gained from studying the

purchasing behavior of young consumers can directly inform and enhance their

customer relationships. By conducting this study, we provide practical implications

for businesses in Calbayog City and contribute to the field of consumer studies.

The reason why we conduct this research is to contribute a broader field of

consumer studies by expanding the understanding of consumer behavior theories.

By examining the purchasing behavior of young consumers in a specific context, we

can contribute empirical evidence end enrich the existing body of knowledge in this

area. These findings serve as a foundation for future research endeavors and further

research exploration of consumer behavior trends among young individuals. By

understanding the factors that shape the purchasing behavior of young consumers in

Calbayog City National High School, we offer valuable recommendations and

advance the understanding of consumer behavior theories.

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Theoretical Framework

Jagdish,S. buyer’s brand-choice decision theory (1969)The theory of buyer’s

brand-choice decision are a set of motives, several alternative courses of action, and

decision mediators by which the motives are matched with the alternatives. Motives

are specific to a product class, and reflect the underlying needs of the buyer.

Additionally, brand choice theory also encompasses the concept of brand

equity, which refers to the value and strength of a brand in a marketplace. Brand

equity influences consumer behavior as young consumers tend to prefer brands with

strong reputation, positive brand associations, and perceived quality.

Then, Arnould, E. J.; Thompson, C. J. Consumer Culture Theory (2005), he

suggests that recognizing the consumption is not merely a functional activity but also

a cultural practice that carries symbolic meanings. It explores the symbolic and

ritualistic aspects of consumption, highlighting how individuals derive social and

emotional satisfaction from their consumption choices.

By having said that, Adam Hayes demand theory (2020), is simply the

quantity of a good or service that consumers are willing and able to buy at a given

time period. People demand goods and services in an economy to satisfy their

wants, such as food, healthcare, clothing, entertainment, shelter, etc. The demand

for a product at a certain price reflects the satisfaction that an individual expects from

consuming the product. This level of satisfaction is referred to as utility and it differs

from consumer to consumer. The demand for a good or service depends on two

factors, its utility to satisfy a need or want, and the consumer’s ability to pay for the
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good or service. In effect, real demand when the readiness to satisfy a want is

backed up by the individual’s ability and willingness to pay.

The three theoretical frameworks used in this study provide valuable insights

into the purchasing behavior of young consumers. The theory of buyer's brand-

choice decision explores the concept of brand loyalty and brand equity, which are

crucial factors influencing consumer decisions. Understanding the motives and

preferences of young consumers regarding brand choice helps businesses cultivate

long-term relationships and understand the impact of brand reputation and quality on

their purchasing behavior. The theory of Consumer Culture Theory highlights the

cultural and symbolic aspects of consumption, providing a deeper understanding of

the underlying meanings and motivations behind young consumers' consumption

choices. By considering the socio-cultural context, this framework allows for a

comprehensive analysis of the research topic. Finally, the demand theory

emphasizes the factors influencing consumer demand, such as utility and the ability

to pay. Incorporating this theory enables a better understanding of how young

consumers' needs and wants drive their purchasing decisions. By integrating these

three theoretical frameworks, the study gains a comprehensive perspective on the

factors influencing the purchasing behavior of young consumers.

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Conceptual Framework

Figure 1 portrays the schematic paradigm of the study which unveils the input,

process and output. The input basically focuses on the profile of the respondents of

the study. While the process consists of data gathering procedure for the young

consumers in Calbayog City National High School based on the guide questions.

This is to be achieved through Personal Interviews. An arrow from the PROCESS

box to the OUTPUT box signifies ------------------.

The first box depicts the study’s input which is the profile of the respondents

concerning their age, sex, grade level & section/strand, and family income. These

are the factors that will help the researchers administer the results.

The second box depicts the study’s process: determine how many

respondents were included in the research, approached the young consumers in

Calbayog City National High School, asked questions to the young consumers based

on the guide questions, finalized and interpreted the results.

The third box depicts the study's outcome: A brochure to strengthen every

business in shaping and targeting this demographic by knowing the factor that

motivate young consumer in purchasing product or service. Knowing these will

enable businesses to tailor their strategic plan in targeting this demographic. Also, it

enables businesses to last and compete in the market and avoid losing in the

business.
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Research Problem

This study aimed to determine the Effect of the trends on the Purchasing

Behavior of Young consumers in Calbayog City National High School.

Specifically, this seeks to answer the following questions:

1. What is the profile of the participants in terms of;

1.1 Age;

1.2 Sex:

1.3 Grade level & Section//Strand;

1.4 Family Income?

2. What are the trends that affect the purchasing behavior of young consumers

in CCNNHS?

3. How does the trends affect the purchasing behavior of young consumers in

CCNHS?

4. Based from the findings what recommendation will be implemented?

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Scope and Limitations

In a research study, the limits and constraints of research shall be defined in

terms of scope and delimitation.

This study focused specifically on young consumers from Calbayog City

National High School, as this demographic represents a critical segment with distinct

purchasing behaviors and preferences. 10 students were used as a sample in

conducting the personal interview. This subject study limits its coverage on Junior

high students only. The research conducted in a specific geographical area, limiting

the generalizability of the findings to other regions. The study employs qualitative

research methods, which provide in-depth insights but may not capture the full

breadth of quantitative data. Additionally, the study does not delve into the economic

or cultural aspects that may influence young consumers' purchasing behavior.

Significance of the Study

This research was made with the aimed to determine the factor that motivates

young consumer in purchasing product or service. This research explored the

importance of such research in providing insights into the preferences, motivations,

decision-making processes, and consumption patterns of young consumers,

ultimately guiding marketing strategies. The outcome of the study is relevant to the

following.
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Students can benefit greatly from our study on the purchasing behavior of

young consumers. By examining the motivations, preferences, and decision-making

processes of this demographic, students studying marketing, business, or related

fields can gain valuable insights into consumer behavior theories and their practical

applications. This knowledge enhances their academic understanding and can be

applied to coursework and research projects.

Teachers can benefit from our study by incorporating the findings into their

curriculum. The research provides a comprehensive understanding of consumer

behavior within the context of young consumers, allowing teachers to enhance their

lessons with up-to-date and relevant information. The study can serve as a valuable

resource for teaching marketing concepts, providing real-world examples and case

studies that engage students and facilitate learning.

Businesses stand to gain insights from our study that can inform their

marketing strategies. By understanding the purchasing behavior of young

consumers, businesses can tailor their products, services, and marketing campaigns

to effectively target this demographic. The study findings can help businesses

identify consumer preferences, motivations, and trends, allowing them to develop

more appealing and impactful marketing strategies. This ultimately leads to

increased customer satisfaction, brand loyalty, and business success.

Future researchers in the field of consumer behavior. By conducting rigorous

research and documenting our findings, we contribute to the existing body of

knowledge and provide a foundation for further research. Future researchers can

build upon our study by exploring specific aspects or extending the research to

different consumer groups or contexts. Our study serves as a valuable resource for
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future researchers to reference, aiding them in developing new theories, hypotheses,

and research methodologies.

Definition of Terms

The following terms were defined to guide and help the reader understand

the study.

Behavior. It is the way in which one acts or conducts oneself, especially toward

others. The word behavior is used in our study as the instrument to know the

behavior of the young consumers in the Calbayog City National High School.

Understanding behaviour and its impact on learning | Inclusive Education (tki.org.nz)

Consumer. A consumer is a person or a group who intends to order, orders,

or uses purchased goods, products, or services primarily for personal,

social, family, household and similar needs, not directly related to

entrepreneurial or business activities. The word consumer is used in our study

as the instrument to identify the buyers in Calbayog City National High School who

are influenced by the trends.

a person who purchase goods and service for personal use - Brainly.ph

Customer interface. It refers to the point of interaction or contact between a

customer and a business, typically through various channels such as in-person

interactions, phone calls, emails, websites, or mobile applications. It is the extent to

which customer interface can be defined as the specific channels, tools, and

mechanisms through which a company interacts with its customers. (The-defination).

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Influence. It refers to the capacity to have an effect on the character,

development, or behavior of someone or something, or the effect itself. The word

influence is used in our study as the instrument to know the effect of the trends to the

young consumers in Calbayog City National High School.

Influence: the capacity to have an effect on the character, development, or behavior of someone or

something, or the effect itself - MS ConversationsMS Conversations (mymsaa.org)

Purchasing. It refers to the organized acquisition of goods and services on behalf of

the buying entity. The word purchasing is used in our study as the instrument to say

what do the customers doing.

Purchases refers to the buying of? | EduRev Commerce Question

Recommendation. It refers to a suggestion or proposal as to the best course of

action, especially one put forward by an authoritative body. The word

recommendation is used in our study as the instrument to say the action of

recommending.

Meaning of 'recommendation' in English Dictionary | 'recommendation' definition (vdict.pro)

Switching cost. It refers to the expenses, efforts, or barriers that a customer

encounters when they decide to switch from one product or service provider to
another. It is the extent to which switching cost can be measured by quantifying the
various elements that contribute to the overall cost of switching. Mitchell Grant
(2020) Switching Costs: Definition, Types, and Common Examples.
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Chapter II

Review of Related Literature and Studies

The literature and studies included in this chapter address various concepts,

understandings, ideas, generalizations or findings, and various development.

Related Literature

The study conducted by Norm Borin, Douglas C. Cerf, and R. Krishnan

focuses on the impact of environmental information on consumer perceptions and

evaluations of products. The researchers aim to investigate whether the accuracy

and completeness of environmental information influence consumers’ view of green

products with negative impacts. The findings of the study reveal several important

insights. Firstly, it is observed that consumer perception of product quality, value,

and purchase intentions does not significantly differ between products with positive

environmental messages and those without any message. This suggests that simply

conveying positive environmental information alone may not significantly impact

consumers’ evaluations of product. However, the study does highlight that products

with positive environmental messages are viewed more favorably than products with

negative environmental messages. This indicates that consumers are more receptive

to products that emphasize their positive environmental attributes rather than those

that highlight negative impacts.

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Furthermore, the impact of environmental information appears to be greater

for consumable products. This suggests that consumers may place higher

importance on the environmental implications of the products that are directly

consumed or used up, such as food or personal care items. The paper also

proposes that providing fair and clear explanations of both positive and negative

environmental impacts could lead to improved consumer evaluations of green

products and increase the likelihood of consumers purchasing these products. The

researcher argue that requiring manufacturers to disclose key product ingredients

and their environmental impact could be a valuable policy measure to promote

transparency and informed consumer choices. Overall, the study highlights the

significance of environmental information in shaping consumer perceptions and

evaluations of products. It suggests that while positive environmental messages may

not be sufficient to drive significant changes in consumer behavior, clear and

comprehensive disclosure of environmental impact could contribute to more

favorable evaluations of green products.

This study tackled by Hsin Chang, Su Wen Chen. This book entitled “the

impact of consumer interface quality, satisfaction and switching cost on e-

loyalty: Internet experience as a moderator”. Consumer interface quality has

been confirmed to critically influence the success of electronic commerce, and there

has been extensive discussion about the effects of customer interface quality on

consumer behavior. However, few studies have examined how interface quality

affects e-loyalty. Furthermore, although satisfaction and switching costs are

expected to be antecedents to customer loyalty, few studies have systematically

examined how these elements are related to customer interface quality. This study
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proposes a integrating theoretical framework for testing the relationships among

customer interface quality, satisfaction, switching costs, and e-loyalty.

Moreover, this article argues that the relationships among these constructs

are moderated by Internet experience. Empirical analysis was performed using

structural equations modeling analysis. The findings confirm that customer interface

quality, including customization, interaction, convenience and character, contributes

to generating e-loyalty. Particularly, the results show that convenience directly

enhances e-loyalty. Additionally, the analytical results of this study support the view

that customer interface quality is an important antecedent of customer satisfaction

and e-loyalty. Although no significant relationship was found between customer

interface quality and switching costs, this study confirms that customer interface

quality appears to positively influence switching costs when customers have high

Internet experience.

This article examines how the unique information environment of online

forums affects consumers’ information acquisitions, and further impacts their

purchase behavior. Based on the information foraging theory we hypothesize that

the relevant information patches in online forum facilitate consumers’ information

acquisition processes and increase purchase intention.

Social Media is a virtual community that links people around the globe through

many websites such as YouTube, Facebook and Twitter. In 2010, Instagram was

introduced as a new addition to this social media family. Since then, many online

retailers have started to conduct their businesses on Instagram as they see this new

social media as a friendlier channel and easier to monitor compared to Facebook

and Blogs. Many buyers would also prefer to purchase from Instagram as well due to
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less cluttered page, straightforward interface and easier to read Feedbacks or also

known as User- Generated Content (UGC) happens when previous buyers share

their experiences online, which allows others including the potential buyers to read.

Based on an extensive literature review, this paper proposes a framework to

investigate the influence of UGC on consumer’s online product purchase intention.

Findings from this study are expected to extend the literature on UGC and give

benefits to marketers and online business operators.

Related Studies

A recent study by Kolbina et al. (2020) identified the distribution of the target

consumers toward functional food products in Kemerovo city, Russia. The authors

surveyed 352 people aged 18–70 years, with 55% women and 45% men. The

authors concluded that consumers aged 18–40 years of knowing products showed a

willingness to purchase functional products irrespective of their high prices.

Consumers' key criteria for purchasing functional food were its taste and therapeutic

and prophylactic properties. Consumers aged 50–70 years paid more attention to the

quality and the price of functional products. In summary, the authors concluded that

the consumers in the age group of 18–40 years having higher education were among

the potential buyer of functional foods in Kemerovo city, Russia, similar to the current

findings in Mumbai, India.

Another study states that young consumers represent a powerful engine in

the development of environmentally conscious population as well as a promising

market for green products. Marketers and organizations are therefore increasingly

developing strategic marketing campaigns and environmental education programs

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that target the young consumer segment. This study aims to examine a number of

rational, moral, emotional and self-identity factors that may facilitate or impede green

purchase behavior among young consumers in an emerging market, Vietnam. A

paper-based survey was employed to collect data from university students, which

yielded an effective sample of 289 respondents. Multivariate statistics revealed that

most factors (i.e., knowledge, attitudes, personal norms, self-identity and perceived

barriers) significantly affected consumer purchase of energy efficient appliances,

except for subjective social norms and warm glow. From these findings, implications

for marketers, policy-makers and other stakeholders engaged in promoting green

products are discussed.

"Organic food purchasing behavior of young consumers: the role of

environmental concern" This research study focuses on factors which can affect

purchasing behavior of young customers with regard to organic food. Results from

this study show that attitudes, perceived behavioral control, perceived consumer

effectiveness and concern for self-image positively impact purchasing behavior of

highly environmental concern consumers. With respect to slightly environmental

concern consumers their purchasing behavior is not exposed to attitudes, perceived

behavioral control, perceived consumer effectiveness and concern for self-image.

Subjective norms positively affect consumer behavior, regardless of whether the

consumer is highly environmental concern or not. However, the effect of subjective

norms on purchasing behavior of low environmental concern consumers is greater

than that of consumers with high environmental concern.

The studies and literature mentioned were essential in identifying the problem

and clarifying the concept of the current study. They also provided an integrated
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framework that supported the study. As a result, the study's foundation was

strengthened, and its concept was further elaborated upon.

Chapter III

Methodology

This chapter outlines the methodology used to investigate the purchasing

behavior of young consumers at Calbayog City National High School. The study

aimed to gain an in-depth understanding of the trends influencing their buying

decisions and the underlying motivations behind their choices. The research

questions and objectives of the study are restated, and the methods used to collect

and analyze data are described.

Research Questions and Objectives

The research questions and objectives of the study are as follows:

1, What is the profile of the participants in terms of;

1.1 Age;

1.2 Sex:

1.3 Grade level & Section//Strand;

1.4 Family Income?

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2. What motivates you to make a purchase?

3.How do you research products before making a purchase?

4. What are the most popular channels for you?

Research Design

The research design for this study were qualitative in nature, using semi-

structured interviews to collect data. Qualitative research is appropriate for

investigating complex phenomena such as consumer behavior, as it allows for an in-

depth exploration of participants’ experiences, attitudes, and beliefs. Semi-structured

interviews were chosen as the method of data collection as they allow for flexibility in

exploring participants’ responses while providing a consistent structure for the

interview process.

Research Respondents

This study had exactly respondents coming from Calbayog City National High

School. All the respondents were Junior High School students. A total of 10

respondents were selected from Junior High School students. Researchers utilized

convenience sampling, wherein participants were chosen based on their willingness,

availability, and accessibility to participate in the research. Convenience sampling is

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more feasible, especially when studying specific groups or conducting smaller-scale

studies. It is also suitable for exploratory or preliminary research, where the primary

focus is on gaining initial insights and generating hypotheses. It provides a starting

point for further investigation.

Data Gathering Techniques

In order to conduct the study, the researchers sought permission from the

school principal of Calbayog City National High School to request participants on

their behalf. They utilized validated interview questions to gather data. The interview

schedule provided a structured framework for standardized questions regarding the

perceptions of Junior High School (JHS) students. Convenience sampling was

employed, with participants selected based on their willingness, availability, and

accessibility. All participants, specifically those in junior high school level, were

asked the same series of questions in a consistent order to ensure data consistency

and facilitate analysis. During the interviews, participants were probed for interesting

or unexpected responses, seeking additional details or clarifications. Following the

interviews, the researchers compared participants' responses and analyzed the

accumulated data. The study enabled the researchers to draw conclusions regarding

students' preferences for group work or independent work, resulting in

recommendations based on data interpretation.

Research Environment

The research was conducted at Calbayog City National High School, located

in Calbayog City, Philippines. Calbayog City National High School is a public

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secondary school with a diverse student population, including young consumer aged

12-18 years. The school provided a suitable research environment to investigate the

purchasing behavior of young consumers due to its accessibility and the presence of

considerable number of potential participants within the desired age range.

Research Procedure

This research was accomplished using a step-by-step procedure, which was

followed by the researchers. It begins by conceiving of potential and timely problems

or issues. Until then, these issues are ranked based on their importance, relevance,

and the researchers' interests. The researchers will then select three problems and

create three Statement of the Problem (SOP) for each of them to outline these

topics. For each issue, a title was generated, which the research adviser will review

along with the SOP. Following this, the researchers will present their proposed titles

during a title hearing. After successfully defending one of the titles, the researchers

will then move on to crafting their Chapter 1. The first chapter is the introduction,

wherein the researchers provide an overview of the study. It is divided into three

sections: the introduction, the body, and the conclusion. The problem statement,

theoretical framework, definition of terms, significance of the study, scope and

limitations, and interesting or unexpected responses, seeking additional details or

clarifications. Following the interviews, the researchers compared participants'

responses and analyzed the accumulated data. The study enabled the researchers
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to draw conclusions regarding students' preferences for group work or independent

work, resulting in recommendations based on data interpretation.

Statistical Treatment

The following tools will be considered for examining the data received from

the interviews for statistical treatment. The frequency and percentage distribution will

be utilized by the researchers to determine the profile of respondents. The Likert

Scale will be used to assess the degree of agreement and disagreement to the

Influence of Purchasing Behavior of Young Consumers in Calbayog City National

High School in order to compute the mean and weighted average. Pearson’s

Correlation will be utilized to establish the significance of the association between

demographic profile and personal preference.

Research Instrumentation

The main instrument was interview questionnaire and validated that the

researchers used to collect data needed to the needed information for the study was

interview questionnaires through distribution of questionnaire. The interview

questionnaire consists of two different parts. The first section aimed to determine the

respondents’ information, namely their age, gender, grade level, section/strand. The

second part of the interview questionnaire is aimed to determine the Influence of

Purchasing Behavior of Young Consumers in Calbayog City National High School

using stratified random sampling.

Data Analysis
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The thematic content analysis was used to analyze the interview data. This

analysis method compromised of four steps, namely: transcription, checking and

editing, analysis and interpretation, and generalization.

Transcription. The researchers transcribed the audio data onto a written document

and interpreted its content by reading it.

Checking and editing. The data was divided into smaller units. This will involve

reading each paragraph and identifying the common themes within them. These

themes were used and then combined into related units based on their similarity.

Analysis and Interpretation. The themes identified in the previous step were given

a psychological meaning. This will involve the researcher using their own

understanding of the themes presented to interpret their psychological significance.

The resulting psychological interpretation was used as factual information.

Generalization. The researchers will identify the similarities and differences

between the various interviews. Hereafter, the units were summarized by dividing

them into related paragraphs in an order that suits them.

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Chapter IV

Presentation, Analysis, and interpretation of data

This chapter provides the presentation of statistical data relative to the

problem posted in the SOP. The corresponding analysis and interpretation of data

are incorporated in this portion of study. The findings are presented in relation to the

research objectives and the research questions that guided the study.

Data Collection and Analysis

Profile of the respondents

The researchers first determined the profile of the respondent in terms of Age,

Sex, Grade level & Section//Strand, Family Income.

Findings

The findings of the study are presented in three main themes: factors

influencing purchasing behavior, decision-making processes, and popular channel.

The research questioner is an open-end questioner where respondents are freely

to say their answer. The answers gathered are the following.

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Table 1 show the factor that motivates young consumer on buying a product

or service.

Table 2 show the product evaluation of the young consumer before making a

purchase.

Table 3 show the most preferred online distribution channel.

The findings from the survey data collected from 10 respondents revealed

interesting insights regarding their motivations for making a purchase, their preferred

shopping channels, and their product research methods.

In terms of what motivates young consumers to make a purchase, the majority

of respondents (40%) indicated that their decision is influenced by the combination of

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quality and price. This suggests that they value both the quality of the product and its

affordability when making purchasing decisions. Additionally, a smaller portion of the

respondents (30%) mentioned that they make purchases simply because they want

the item, irrespective of any specific need. This highlights the influence of personal

desire and impulse buying tendencies among young consumers. Similarly, another

30% of respondents mentioned that their purchases are driven by specific needs

they have, indicating a more necessity-based approach to buying.

When it comes to popular shopping channels, the survey revealed that Shopee

emerged as the preferred choice among the respondents, with 80% of them using

this platform for their purchases. On the other hand, Lazada did not receive any

preference among the, indicating that it may not be as popular or widely used among

this group respondents but there are 2 respondent said that Lazada is there second

choice that is why we included it. Shein and TikTok were each preferred by 10% of

the respondents, suggesting that these platforms also have some appeal to young

consumers, albeit to a lesser extent.

In terms of product evaluation, the results showed that all respondents (100%)

rely on feedback or reviews from other people before making a purchase. This

indicates the significance of social proof and peer recommendations in influencing

the purchasing decisions of young consumers. It suggests that they value the

opinions and experiences of others in order to gain more confidence and make

informed choices.

These findings shed light on the motivations, preferred shopping channels,

and product research habits of young consumers. Understanding these aspects is

crucial for businesses and marketers targeting this demographic. By recognizing the
 33

importance of quality, price, personal desire, and specific needs, businesses can

tailor their marketing strategies to effectively resonate with young consumers.

Similarly, being aware of the popular shopping channels can help businesses

allocate their resources and investments accordingly to reach their target audience.

Furthermore, recognizing the influence of peer feedback and reviews emphasizes

the need for businesses to cultivate positive brand reputation and engage with

customers to generate favorable word-of-mouth.

It is important to note that these findings are based on a small sample size of

10 respondents, and therefore, may not represent the broader population of young

consumers. Further research with a larger sample size would provide more

comprehensive insights. Nonetheless, these initial findings contribute to our

understanding of the purchasing behavior of young consumers and provide valuable

insights for businesses and marketers aiming to cater to this demographic.

Analysis of data

The analysis of the findings reveals several noteworthy aspects regarding their

motivations for making a purchase, their preferred shopping channels, and their

product research methods.

Examining the respondents' motivations for making a purchase, it is evident

that quality and price play a significant role in their decision-making process. The

majority of respondents (40%) emphasized the importance of both quality and price

when selecting a product. This finding suggests that young consumers are value-

conscious and seek a balance between the quality of the item and its affordability.
 34

This insight has implications for businesses, indicating the need to offer products that

meet the desired quality standards while maintaining competitive pricing.

Furthermore, a portion of the respondents (30%) indicated that their purchasing

decisions are driven by personal desire rather than specific needs. This finding

highlights the influence of impulse buying and the emotional aspect of purchasing

behavior among young consumers. Businesses can leverage this information by

focusing on creating appealing and desirable products that evoke a sense of want

among this demographic.

Interestingly, another 30% of respondents mentioned that their purchases are

guided by specific needs they have. This aspect signifies the importance of

addressing practical requirements and catering to the functional aspects of products.

Businesses can tailor their marketing messages to highlight the usefulness and

practicality of their offerings to attract this segment of young consumers.

Turning to the preferred shopping channels, the data reveals a clear

preference for Shopee among the respondents, with 80% of them utilizing this

platform for their purchases. This dominance of Shopee suggests that it has

successfully captured the attention and trust of young consumers. On the other

hand, Lazada did not receive any preference, indicating a potential gap in its appeal

to this demographic. This finding presents an opportunity for businesses to prioritize

their presence and marketing efforts on platforms like Shopee to effectively engage

with young consumers.

Additionally, 10% of the respondents expressed a preference for both Shein

and TikTok as their shopping channels. This indicates the emerging influence of
 35

social media platforms in the purchasing behavior of young consumers. Businesses

can capitalize on this trend by establishing a strong presence on these platforms and

leveraging their features to engage with and attract young consumers.

Examining the product research methods employed by the respondents, it

becomes evident that feedback or reviews from other people play a crucial role in the

decision-making process of young consumers. All respondents (100%) rely on the

experiences and opinions of others before making a purchase. This finding

emphasizes the significance of social proof and peer recommendations in shaping

the perceptions and choices of young consumers. Businesses can leverage this by

actively encouraging and managing customer reviews, testimonials, and user-

generated content to build trust and credibility among this demographic.

Overall, the analysis of the survey results provides valuable insights into the

purchasing behavior of young consumers. The findings highlight the importance of

quality, price, personal desire, and specific needs as motivators for their purchase

decisions. Moreover, the dominance of Shopee as the preferred shopping channel

and the influence of social media platforms like Shein and TikTok indicate the

changing landscape of consumer behavior in the digital age. Understanding these

trends and preferences enables businesses to tailor their strategies and offerings to

effectively target and engage young consumers.

Interpretation of the data

The interpretation of the data gathered from the survey on the purchasing

behavior of young consumers reveals several key insights.

 36

Firstly, the emphasis placed on both quality and price by the majority of

respondents indicates that young consumers consider these factors as important

decision-making criteria. This suggests that they are value-conscious and seek

products that offer a balance between quality and affordability. Businesses should

take note of this and ensure that their products meet the desired quality standards

while remaining competitively priced to attract and retain young consumers.

Secondly, the presence of a portion of respondents who make purchases

based on personal desire rather than specific needs highlights the influence of

impulse buying and emotional factors. This implies that businesses should focus on

creating products that evoke desire and appeal to the emotional wants of young

consumers. By incorporating elements that generate excitement and a sense of

longing, companies can increase their chances of capturing the attention and interest

of this demographic.

Regarding the preferred shopping channels, the overwhelming preference for

Shopee indicates its strong foothold among young consumers. This platform has

successfully established itself as a trusted and favored option for their purchases. On

the other hand, the lack of preference for Lazada suggests that it may need to

reassess its appeal and engagement strategies to better align with the expectations

and preferences of young consumers. Businesses should consider prioritizing their

presence and marketing efforts on platforms like Shopee to effectively reach and

engage with this target audience.

The preference for social media platforms Shein and TikTok as shopping

channels highlights the growing influence of these platforms in shaping the

purchasing behavior of young consumers. This indicates that businesses can

 37

leverage the power of social media by establishing a strong presence and utilizing

the unique features of these platforms to connect with and attract young consumers.

Incorporating social media marketing strategies and creating engaging content can

help businesses effectively tap into this trend and drive consumer interest and

conversions.

Lastly, the reliance on feedback and reviews from others as a key research

method before making a purchase underscores the significance of social proof and

peer recommendations. Young consumers place great value on the experiences and

opinions of others when evaluating products. Businesses can leverage this by

actively encouraging and managing customer reviews and testimonials. By ensuring

positive and authentic feedback, companies can build trust and credibility among

young consumers, influencing their purchasing decisions in a positive way.

In conclusion, the interpretation of the data highlights the importance of

considering factors such as quality, price, personal desire, and specific needs in

targeting and engaging young consumers. Furthermore, understanding the preferred

shopping channels and the influence of social media platforms provides valuable

insights for businesses to tailor their strategies and offerings effectively. By

incorporating these findings into their marketing and business approaches,

companies can better attract, engage, and retain the loyalty of young consumers in a

highly competitive market.

 38

Chapter V

Summary of Findings, Conclusions, and Recommendations

This chapter discusses the summary of findings as outlined in Chapter V, the

conclusions drawn from said findings, and the corresponding recommendations.

Summary of Findings

Based from the gathered data, the researchers formulated the following findings:

1. Purchasing behavior of young consumers are motivated by various factors

when making a purchase. The majority of respondents (40%) identified

quality and price as the primary motivators, indicating that they consider the

value and affordability of a product before making a buying decision. Another

significant group (30%) mentioned that their purchases were driven by

personal desire rather than necessity, suggesting that emotional impulses

play a significant role in their purchasing behavior. Additionally, (30%) of

respondents emphasized that their purchases were driven by genuine need,

highlighting the importance of practicality and utility in influencing their buying

decisions. These findings indicate the complex interplay between price,

quality, desire, and necessity in shaping the purchasing behavior of young

consumers.
 39

2. The findings of the third research question revealed that the majority of young

consumers rely on feedback and reviews from other people when

researching a product before making a purchase. All of the respondents

(100%) indicated that they use feedback or reviews from others as an

essential source of information. This highlights the influence of social

validation and peer opinions on the decision-making process of young

consumers. By seeking out the experiences and opinions of others, these

consumers aim to gain insights into the product's quality, performance, and

overall satisfaction. This finding underscores the significance of online

platforms and social networks in shaping the information-seeking behavior of

young consumers and emphasizes the need for businesses to actively

manage and promote positive customer reviews to attract this demographic.

Conclusion

Based from the data analysis and the findings of the study, the researchers

formulated the following conclusions:

1. The findings regarding the factors that motivate young consumers to make

a purchase indicate that a combination of quality and price, the desire to

own a particular item, and the fulfillment of a specific need are the primary

drivers. This suggests that young consumers consider a range of factors

when making purchasing decisions, including the perceived value,

personal preference, and practicality of the product. Businesses targeting

this demographic should emphasize the quality and affordability of their

offerings while also considering the emotional appeal and utility of their
 40

products to effectively capture the attention and interest of young

consumers.

2. The finding that all respondents rely on feedback and reviews from others

when researching a product before making a purchase emphasizes the

influence of social validation and peer opinions among young consumers.

This underscores the importance of cultivating positive customer reviews

and testimonials for businesses targeting this demographic. Young

consumers place significant value on the experiences and opinions of

others, seeking reassurance and information from their peers before

committing to a purchase. To leverage this behavior, businesses should

actively encourage and manage customer reviews, establish a strong

online reputation, and provide accessible platforms for customers to share

their experiences. This will enhance trust, credibility, and confidence

among young consumers and positively influence their purchasing

decisions.

Dangers to Avoid in Drawing Conclusions

It is important to note the limitations of qualitative research methods and the

dangers of drawing conclusions based solely on qualitative data. The risk of

researcher bias, where the interpretation of the data may be influenced by the

researcher's personal views and opinions, is one of the risks. A further risk is the

possibility of misinterpretation or distortion of data, which may lead to incorrect

conclusions.
 41

Recommendations

1. Emphasize the value proposition. Since young consumers consider a

combination of quality and price as motivating factors for making a purchase,

businesses should focus on offering products that are not only high in quality

but also affordable. Highlighting the value proposition of the products can

attract young consumers who are conscious of both quality and price.

2. Enhance online presence. The study revealed that popular shopping

channels, such as Shoppee, Shein, and TikTok, are preferred by young

consumers. Therefore, businesses should prioritize establishing a strong

online presence on these platforms. This includes optimizing product listings,

engaging with customers through interactive content, and leveraging social

media marketing strategies to increase brand visibility and reach.

3. Encourage positive customer reviews. The study found that young consumers

heavily rely on feedback and reviews from others when researching products.

To capitalize on this behavior, businesses should actively encourage satisfied

customers to leave positive reviews and testimonials. This can be done

through follow-up emails, incentives for reviews, or featuring customer

testimonials on their website. Positive reviews not only influence young

consumers' decision-making but also contribute to building trust and credibility

for the brand.

4. Foster social engagement. Given the significance of peer opinions and social

validation, businesses should create opportunities for young consumers to

engage with their brand and share their experiences. This can be achieved

through user-generated content campaigns, social media contests, or online

communities where young consumers can connect and discuss their favorite
 42

products. Encouraging and facilitating social engagement can strengthen

brand loyalty and advocacy among young consumers.

5. Stay updated with emerging trends. Young consumers are often early

adopters of new technologies and trends. Therefore, businesses should

continuously monitor and adapt to emerging trends in the market. This

includes embracing new shopping platforms, incorporating innovative

technologies like augmented reality or virtual reality into the shopping

experience, and staying informed about evolving consumer preferences and

behaviors.
 43

References

NASAM Ramya, S Mohamed (2016)Factors affecting consumer buying behavior.

https://scholar.google.com/scholar?q=related:V7xijsW2xkIJ:scholar.google.com/

&hl=en&as_sdt=0,5#d=gs_qabs&t=1686648938885&u=%23p%3D4ajJFiV8DsQJ

Kumar, H. H. A., John, F. S., &Senith, S. (2014). A Study on factors influencing

consumer buying behavior in cosmetic Products. Semantic Scholar.

https://www.semanticscholar.org/paper/A-Study-on-factors-influencingconsumer-

buying-in-KumarJohn/3bdd7989aa024263e8192646024b2baa63c300e2

Chand, S. (n.d.). Consumer Behaviour: Meaning/Definition and Nature of Consumer

Behaviour.

http://www.yourarticlelibrary.com/marketing/market-segmentation/

consumerbhaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301
 44

Appendix A

Curriculum Vitae
 45

CURRICULUM VITAE

NAME: Rj Jade Anada

ADDRESS: Brgy. Hamorawon, CALBAYOG CITY

09

PERSONAL INFORMATION

Age: 16

SEX: Female

BIRTHDATE: October 25, 2006

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Sto. Niño National High School

(2021-2022)

ELEMENTARY : San Vicente Central School

(2017-2018)

AFFILIATION : None
 46

CURRICULUM VITAE

NAME: Princess Diane Araquil

ADDRESS:

09

PERSONAL INFORMATION

Age:

SEX: Female

BIRTHDATE:

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL :

ELEMENTARY :

AFFILIATION : None
 47

CURRICULUM VITAE

NAME: Charise Balbarona

ADDRESS: Brgy. Rawis, Narcisa Hills CALBAYOG CITY

09069777880

PERSONAL INFORMATION

Age: 17

SEX: Female

BIRTHDATE: October 16, 2005

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog City SPED Center

AFFILIATION : None
 48

CURRICULUM VITAE

NAME: Khenjan Beronilla

ADDRESS: Brgy. West Awang, CALBAYOG CITY

09355634008

PERSONAL INFORMATION

Age: 18

SEX: Male

BIRTHDATE: October 5, 2004

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog Pilot Central School

(2017-2018)

AFFILIATION : None
 49

CURRICULUM VITAE

NAME: Joshua Caingcoy

ADDRESS: Brgy. Matobato Rono St., CALBAYOG CITY

09353581836

PERSONAL INFORMATION

Age: 18

SEX: Male

BIRTHDATE: March 20, 2005

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog Pilot Central School

(2017-2018)

AFFILIATION : None
 50

CURRICULUM VITAE

NAME: Joel Melandrew Calipes

ADDRESS: Brgy. Begaho, CALBAYOG CITY

09261588486

PERSONAL INFORMATION

Age: 17

SEX: Male

BIRTHDATE: September 7, 2005

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog City SPED Center

(2017-2018)

AFFILIATION : None
 51

CURRICULUM VITAE

NAME: Cass Galero

ADDRESS: Brgy. Hamorawon, CALBAYOG CITY

09813714072

PERSONAL INFORMATION

Age: 18

SEX: Female

BIRTHDATE: February 5, 2005

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog East Central School

(2017-2018)

AFFILIATION : None
 52

CURRICULUM VITAE

NAME: Marielle Ladag

ADDRESS: Brgy. Capoocan, CALBAYOG CITY

09120940049

PERSONAL INFORMATION

Age: 17

SEX: Female

BIRTHDATE: September 19, 2005

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Obrero Elementary School

(2017-2018)

AFFILIATION : None
 53

CURRICULUM VITAE

NAME: Ylhin Mae Madrid

ADDRESS: Brgy. Hamorawon, CALBAYOG CITY

09

PERSONAL INFORMATION

Age: 16

SEX: Female

BIRTHDATE:

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL :

(2021-2022)

ELEMENTARY :

(2017-2018)

AFFILIATION : None
 54

CURRICULUM VITAE

NAME: Aiko Monsanto

ADDRESS:

09

PERSONAL INFORMATION

Age: 17

SEX: Female

BIRTHDATE:

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL :

(2021-2022)

ELEMENTARY :

(2017-2018)

AFFILIATION : None
 55

CURRICULUM VITAE

NAME: Ruben Michael Muring

ADDRESS: Brgy. Aguit-itan, CALBAYOG CITY

09518202524

PERSONAL INFORMATION

Age: 17

SEX: Male

BIRTHDATE: January 23,2006

CIVIL STATUS: Single

EDUCATIONAL BACKGROUND

SENIOR HIGH SCHOOL : Calbayog City National High School

(2022-present)

JUNIOR HIGH SCHOOL : Calbayog City National High School

(2021-2022)

ELEMENTARY : Calbayog Pilot Central School

(2017-2018)

AFFILIATION : None
 56

Appendex B
Participant 1
Good morning, ma'am it is with great pleasure and utmost respect that we were
able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of purchasing
behavior, specifically focusing on the discerning tastes and preferences of young
consumers. In this esteemed interview, we assembled a diverse group of individuals
who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling the
intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
Participant: Oky la waray? :
:sure po
Participant: Aw cge go
:age?
Participant: 16
: Address?
Participant: brgy. Obrero :
Grade and section?
Participant: 10-Nixon SOP2

What motivates you to make a purchase?

Ans. Depende Kun karuyag ko mostly sa akun gin purchased need ko
 57

SOP2:1How do your research products before making a purchase?

Ans. Nangingiana ask sa different people or maybe sa akun mga Kilala
tapos nag reresearch ak sa tiktok
SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee
Researcher: thank you maam!

Participant 2
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
:age?
Participant: 16
:Address?
Participant:brgy. Obrero
:Grade and section?
Participant: 10-kipling

SOP2 What motivates you to make a purchase?

Ans. Wara karuyag ko la
SOP2:1How do your research products before making a purchase?
Ans. E search an review tapos an quality san products bago ak mag
purchase
 58

SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee and Lazada
Researcher: thank you ma’am!

Participant 3
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
:age?
Participant: 15
:Address?
Participant:brgy. Matobato
:Grade and section?
Participant: 10-fritzgerald

SOP2 What motivates you to make a purchase?

Ans. By simply buying things that i like.
SOP2:1How do your research products before making a purchase?
Ans. By simply looking at the reviews and how the good quality to
product is.
 59

SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee
Researcher: thank you maam!

Participant 4
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
:Name
Participant: Kaye
: age?
Participant: 15
: Address?
Participant: matobato
: Grade and section?
Participant: 9 SPA

SOP2 What motivates you to make a purchase?

Ans. Karuyag ko ngan need ko lat
SOP2:1How do your research products before making a purchase?
 60

Ans. Inkikita ko an item ngan ig rereview

SOP2:2 What are the most popular shopping channels for you?
Ans. Shein
Researcher: thank you po!

Participant 5
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
: Name
Participant: Dimple
: age?
Participant: 14
: Address?
Participant:
: Grade and section?
Participant:

SOP2 What motivates you to make a purchase?

Ans. An ira quality ngan price
SOP2:1How do your research products before making a purchase?
 61

Ans. inkikita ko an ratings ngan igrereview

SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee
Researcher: thank you po!

Participant 6
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
: Name
Participant: Nixon
: age?
Participant: 16
:Adressss?
Participant: Obrero
: Grade and section?
Participant: 10-Dumas

SOP2 What motivates you to make a purchase?

Ans. Nginkikita ko an review then an quality picture so pag maupay magagana
gana pag palit.
SOP2:1How do your research products before making a purchase?
 62

Ans. Nag cacanvas anay ngin kikita an review tas an star sa Ratings para
iwas scam tas dire ka makakuha fake na product.
SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee and Lazada
Researcher: thank you po for cooperating

Participant 7
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding. Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers.
In this esteemed interview, we assembled a diverse group of individuals who
graciously agreed to share their valuable insights and experiences. These
participants, the true stars of our research, hold the key to unraveling the intricacies
of their purchasing decisions, motivations, and aspirations. Shall we proceed?

: Name
Participant: Jelian Nabor
: age?
Participant: 13
: Address? Obrero
Participant:
: Grade and section? STE-7-ALCARAZ
Participant:

SOP2 What motivates you to make a purchase?

Ans. if Usable or magagamit ko gud for everyday

 63

SOP2:1How do your research products before making a purchase?

Ans. Usually by checking google or social media market and thier ratings

SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee

Participant 8
Good morning, ma'am it is with great pleasure and utmost respect that we
were able to interview here today to embark on a journey of knowledge and
understanding.
Today, we have the privilege of delving into the captivating realm of
purchasing behavior, specifically focusing on the discerning tastes and preferences
of young consumers. In this esteemed interview, we assembled a diverse group of
individuals who graciously agreed to share their valuable insights and experiences.
These participants, the true stars of our research, hold the key to unraveling
the intricacies of their purchasing decisions, motivations, and aspirations. Shall we
proceed?
: age?
Participant: 15
: Address?
Participant: Brgy. Obrero
: Grade and section?
Participant: 10-kipling

SOP2 What motivates you to make a purchase?

Ans. Wara karuyag ko la
SOP2:1How do your research products before making a purchase?
 64

Ans. E search a review tapos an quality san products bago ak mag

purchase
SOP2:2 What are the most popular shopping channels for you?
Ans. Shopee and Lazada
Researcher: thank you ma’am!