Aliyah Jemel K. Oquias Mr.

Raymart Raymundo
12 ABM-9B Activity #1

Proposed Study: The Purchase Intention and Influence on Buying of Grade 12 ABM
Students in the Food Stalls of Arellano University - Juan Sumulong Campus

Main Research Question : What are the purchase intentions of students buying on the food
stalls of Arellano University - Juan Sumulong Campus?

Theory Title : Self-identity and Purchase Intention: An extension of the theory of planned
behavior

Theorist/Author/Year : Stefano Puntoni/2001

Theory Explanation: To verify the influence of self-identity on purchase intention within the framework
of the Theory of Planned Behaviour (Ajzen 1985, 1991) a research project was carried out. Two pre-tests
and a main study were conducted ascertaining self-identity by using the self-schemata related to Abeing
trendy.

Results showed that self-identity influences purchase intention in two distinct ways: directly,
independently from the other behavioural determinants; and indirectly, through the behavioural beliefs
related to the schemata with which self-identity has been defined.

Proposed Paradigm of the Study: Conceptual Framework

INPUT PROCESS OUTPUT

1. The Demographic
Profile of Grade 12
students of Arellano
University- Juan
Sumulong Campus
1.1 Age
1.2 Sex
1.3 Section
1.4 The number of
Purchase 1. Develop a research
instrument
2. What are the
purchase intentions of 2. Instrument validation
students in buying for research The Purchase Intention and
foods in the stalls of Influence on Buying of Grade
Arellano University - 3. Analysis of the 12 ABM Students in the Food
Juan Sumulong conduct data through: Stalls of Arellano University -
Campus? Juan Sumulong Campus
2.1. Face-to-Face
3. How satisfied are they Survey
when they purchase 2.2. Questionnaires
food at the stalls of
Arellano University - 4. Data statistical
Juan Sumulong analysis
Campus?
5. Data interpretation
4. Why do the students and analysis
prefer to purchase
foods at Arellano
University - Juan
Sumulong Campus
than buying outside
the campus?