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BUKIDNON STATE UNIVERSITY

College of Business
Malaybalay City, Bukidnon

THE PURCHASING BEHAVIOR OF GENERATIONS X, Y, AND Z: A

COMPARATIVE ANALYSIS

Members

SHAIRA KAYE CABANTING

CHARIZA DESKIL

HAIDEE GRACE LAGARE

WINNIE GRACE LEDAMA

GENEVIEVE MONTERON
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CHAPTER 3

Methodology

Research Design

This study will make use of quantitative descriptive-comparative research, where

adopted and modified survey questionnaires will be distributed to their target respondents

—the generations X, Y, and Z. The researchers will hand out the survey questionnaire to

various respondents, who will then reveal their purchasing behaviors in accordance with

their needs, product, source, price, and timing. In order to accomplish the objectives of

the study, the questionnaire will have closed-ended questions. The responses that the

participants have to provide in the survey questionnaire will then be collected by the

researchers for analysis.

Research Locale

This study will be conducted in Laguitas, Malaybalay City. The researchers chose

the place of implementation because it will provide the needed data for the businesses in

the fashion industry to formulate business strategies that will help them formulate

methods and tactics to take. The respondents will be interviewed in their households or

any comfortable place that they choose, where they will be given an adapted and

modified survey questionnaire. The study will be carried out in the first semester of the

academic year 2023-2024.

Participant

Out of the population in Laguitas, Malaybalay City, approximately 70% of the

population will be eligible to participate in the study on Generation X, Y, and Z.

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However, the study will only include a sample size of 10% each generation of the eligible

participants.

Sampling/ Sampling Procedure

A simple random sampling procedure was used for selecting the participants in

this study. The researchers will chose respondents at random from the three generations

(X, Y, and Z) who lived in Laguitas, Malaybalay City, Bukidnon. Simple random

sampling is a statistical strategy for selecting a sample from a population in which each

member has an equal probability of being included in the sample. The researchers would

compile a list of all people from generations X, Y, and Z. Then, using a random number

generator or a similar mechanism, it would have randomly picked a set number of

respondents from each generation. This strategy would have allowed the researchers to

acquire a sample that was really representative of the whole population of interest.

Research Instruments

The researchers will use a questionnaire for letting the said participants to answer

the questions provided. The researchers will utilize the Consumer Behavior Survey

Questions by Parvathi Vijayamohan. Utilizing this instrument also reduced costs later in

the said research because questionnaire are only given to the different generation X, Y,

and Z who are willing to participate. With the objective to differentiate and know the

purchasing behavior of the generation x, y and z, it would contain enough questions to be

able to meet the data needed.

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Validity & Reliability

The research instrument will be subjected to a certain cause of action to ensure

validity and reliability of the instrument. The researchers will utilize techniques and test

measures for establishing validity and reliability of research findings. To guarantee that

many viewpoints are represented, the researchers will compare and contrast the accounts

given making sure that data interpretations are visible and consistent while displaying a

clear decision-making process. This also shows that the mental processes used to analyze

the data and interpret it were clear. The results will be compared to previous research to

make sure they are correct, accurate and consistent in order to guarantee that the findings

are valid and reliable. The researchers will ensure the appropriateness of the methods

undertaken and the integrity of the final conclusions.

Scoring Procedure

To describe the generations X, Y, Z purchasing behavior the scale will be use and

it will be responded as follows:

Range Quantitative Qualifying Statements

Description

5 Strongly Agree The respondent strongly agrees with the statement and feels

that it accurately reflects their perspective.

4 Agree The respondents agrees with the statement and feels that it

mostly reflects their perspective but may have some

reservations or exceptions.

3 Neutral The respondents is neutral on the statement and neither agrees

nor disagrees with it.

2 Disagree The respondents disagrees with the statement and feels that it
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does not accurately reflect their perspective, but may have

some areas of commonality.

1 Strongly The respondents strongly disagrees with the statement and

Disagree feels that it is completely at odds with their perspective.

Data Gathering Procedure

After establishing the validity and reliability on how to gather data, formulating

questions appropriate for the study and all doing necessary modification to the chosen

respondents. The researchers will give letter for the approval to conduct study. The

questionnaires will be distributed by the researchers and wait for them to be successfully

completed and returned. Thus their corresponding answer to the question are kept in

accordance with the agreement of the respondents and researchers.

Statistical Techniques/Treatment

The response will be analyzed using analysis of variance (ANOVA). It is a

statistical technique used to check if the means of two or more groups are significantly

different from each other. ANOVA checks the impact of one or more factors by

comparing the means of different samples. (Gurchetan1000 Singh, CITATION2023).

The information gathered will be tabulated and processed manually and with a computer

to determine the precise interpretation of the results. Data will be collated tabulated, and

analyzed.