The Influence of Product Branding on Consumer's Purchasing Motivation

among College Student at AMA Computer

Learning Center – Manila Campus

A Term Paper Presented to

The Faculty of AMA Computer Learning Center
College of Manila

In Partial Fulfillment of the Requirements for the Subject

Market Research and Consumer Behavior
For the Degree of
Bachelor of Science in Entrepreneurship

Submitted by:

BAUTISTA, RADHA SHAKTI V.

FAJARDO, RACHELLE MAY C.
MAYOLA, CJ J.
SEXMOAN, MAXINE B.
TAN, CRISTINE JOY S.

May, 2025
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the Introduction, Background of the Study, Statement of

the Problem, Research Objectives, Significance of the Study, and Scope and

Limitation.

Introduction

The influence of Brand on Consumer Motivation to Purchase among College

Student at ACLC Manila. The four main points in this case are logo awareness,

reasonable, market share and product loyalty. The logo, image and emotions of the

brand play an important role in helping customers to motivate and think about the

brand in various situations.

Motivation is the reason, conscious or non conscious, for behaving a

particular way in a certain situation. Brands are constantly in search of new ways to

motivate consumers to engage with, promote, and ultimately buy their products and

services.

The decision-making science behind consumer motivation is an essential

element to building brand equity and a loyal customer base. Customers now-a-days

have become a brand conscious. They prefer branded products over non-branded

products. Branding is the process of assigning a distinctive name to the product by

which it is to be known and remembered. In consumer motivation is the reason

behind why people make certain buying decisions. It’s the driving force that pushes

someone to choose one product or service over another.

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Background of the Study

The influence of brand on consumer motivation to purchase among the

college students at ACLC Manila: Brand loyalty is a behavior pattern of consumers.

Where consumers get committed to particular brands and the same brands are

purchased repeatedly over time. Loyal customers will purchase products from their

preferred brands without keeping options in mind about convenience and price. In

order to attract loyal customers, companies use different marketing strategies like

reward programs, samples, and gifts. Brand will play an important role in identifying

consumer needs and expectations. Loyal customers repeated buying behavior leads

to manufacturing more branded products and also increases profit.

As per the Philippines, a brand means a ―name, term, symbol, or design or

combination of these, intended to identify the goods and services of one seller from

another to differentiate various factors from the competitors. In this era of

globalization, Filipino customers are experiencing more national and international

brands with new features and better quality. There are several factors that influence

the consumer's decision-making towards the purchase of certain brands of products.

So, marketers try to create a unique position in the consumer’s mind by developing

their products into brands.

Statement of the Problem

These are the issues that aim to address in the influence of Brand on

Consumer Motivation to Purchase among College Student at ACLC Manila

1. What is the demographic profile of the respondents in terms of;

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 1.1 Age

1.2 Sex

1.3 Status

1.4 Year Level

1.5 Employment Status

2. What is the effect of branding on consumer purchasing behavior?

3. How do the student motivates in purchasing branded product?

4. How can students be motivated to trust branded products?

Research Objectives

The main objective of this research is to examine the Influence of Product

Branding on Consumer's Purchasing Motivation among College Student at AMA

Computer Learning Center - College of Manila.

Specifically, this study aims to:

1. Determine the impact of branding on the motivation of college students to

make a purchase.

2. Identify how brands influence and motivate students in their purchasing

decisions.

3. Investigate the brand-related factors that contribute to students’ motivation

to purchase.

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Significance of the Study

This research into how brands influence what ACLC Manila students buy is

significant because:

Businesses: It enables corporations to better understand what students

desire and how to sell to them. This leads to higher-quality products and more

effective advertising.

Students: It helps students become more informed shoppers, aware of how

brands attempt to influence them.

Administrations: By understanding how branding influences student

purchasing decisions, this study has the potential to increase marketing

effectiveness, inform branding strategies, optimize resource allocation, improve

student engagement, and cultivate long-term loyalty for the administration of the

AMA Computer Learning Center.

Researchers: It enhances our understanding of how people make purchasing

decisions, particularly young people in the Philippines.

Future Researchers: Through the identification of important variables,

replication and extension possibilities, development of new theories, and practical

marketing implications, this study lays the groundwork for future research on

branding and student motivation.

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Scope and Limitations

This study aims to examine how product influences the purchasing decisions

and motivations of college students at ACLC Manila. It includes students from

different year levels and programs during the academic year 2024–2025. The scope

is limited to data gathered through surveys, and the study does not include students

from other schools. Limitations such as time constraints, limited access to

respondents. (Google Surveys, Students).

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 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

The paper deals with the results of the primary research which purpose was

to examine The Influence of Product Branding on Consumer's Purchasing Motivation

among College Student at AMA Computer Learning Center – Manila Campus.

PRODUCT BRAND AWARENESS

According to Keller etal., (2021). ―Impact of brand awareness and brand

loyalty on consumer purchase decision‖, in this study the authors stated that there

are many factors that influence the brand loyalty of the consumers. Consumers tend

to remember famous brand names much better than the non-famous ones. Even

though there are many alternative brands in the market, consumers have more faith

and trust in famous brand names and these reputed brand names cause them to

irrespective of the product price.

Based on Awan, A. G,. & Rehman, A. U. (2019) ―Impact of brand loyalty on

consumer buying behavior‖, the authors have mentioned in this paper consumer

satisfaction and brand loyalty are two of the major marketing goals for most

companies. Consumer loyalty is being considered to be a multidimensional

phenomenon. The study took at the impact of customer satisfaction on brand loyalty

for durable goods.

According to Suchmitt. (2020) ―A study on brand experience and brand

loyalty‖ in his study the marketing practitioners have come to realize that

understanding how consumers experience brands and in turn, how to provide

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appealing brand experience for them, is ensuring loyalty in a competitive market

place. Thus, in today’s competitive era, where companies are frantically searching

for ways to ensure brand loyalty, delivering unique brand experiences might be a

potential differentiation tool.

Based on Udeh, E,. O. Amajuoyi, P,. Adeusi, K,. B. & Scott, A. O. (2024)

Brand loyalty refers to the extent customers repeatedly purchase products or

services from a particular brand over time, despite competitor efforts to attract them.

Various factors influence it, including product quality, customer service, price

competitiveness, and emotional connections with the brand. Loyalty fosters

customer retention, reduces marketing costs, and generates positive word-of-mouth

referrals, contributing to a brand's long-term success.

According to Bulle, F., (2020). Observed that the growth, development, and

success of any company largely depend on the effectiveness and efficiency of its

brand, especially the innovative brand, because the name of the innovative brand

directly affects the consumer who decides to buy from a particular brand. However,

the effectiveness and efficiency of a brand also depend on the quality of the services

offered by its customers, depending on the level of loyalty, efficiency, and creativity of

these consumers.

Javeria Khan, M Babar Akram (2025). This study investigates brand

consciousness among university students, aiming to understand their brand

preferences and the various factors influencing these preferences. Examining the

major factors that influence students' purchase decisions—such as perception, peer

and social pressure, brand self-identity, and the impact of family background—is the

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main goal of this study. A Likert scale questionnaire was employed to gather data,

which helped identify how these factors contribute to brand consciousness among

students. Pierre Bourdieu's Theory of Social Capital more especially, his ideas of

social, cultural, and symbolic capital is the foundation of the study. These

frameworks offer insights into the way’s social networks and peer influence shape

brand preferences.

According to Bourdieu, social capital plays a significant role in defining one’s

consumption patterns, including the preference for branded products. A quantitative

research design was applied, using probability sampling to select 100 respondents

from various universities in Islamabad. To facilitate data collection, the survey was

distributed through a Google Form link, which was shared with the students. The

findings highlight that peer influence is a major factor in shaping brand identity,

confirming that social groups and networks heavily dictate consumption choices.

Hypothesis testing revealed significant associations between social and peer

influence (independent variable) and brand consciousness (dependent variable).

Furthermore, it was found that the influence of buying decisions strongly correlates

with brand consciousness. Non-parametric tests were used due to the non-normal

distribution of data, and the normality test confirmed this characteristic. The reliability

statistics indicated a high level of reliability in the data, while Spearman’s correlation

tests revealed significant correlations between variables. Although this study offers

insightful information on brand consciousness, it also points to a knowledge vacuum

about the long-term impacts of this consciousness on customer behavior. Future

research could explore how prolonged exposure to branded products affects young

consumers' financial habits and psychological well-being.

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 CONSUMER PURCHASE SATISFACTION

Fernando Chandra (2023) High consumer purchase intention is one of the

elements of success in business. Many ways can be done to increase consumer

purchase intent. One way is to improve consumer attitudes on advertising products

or company brands through the role of Perceived intrinsic brand motivation,

perceived extrinsic brand motivation, and environmental concern. This study was

conducted to examine how the influence of perceived intrinsic brand motivation,

perceived extrinsic brand motivation, and environmental concern on attitude toward

the ads. In addition, this study was also conducted to examine the effect of attitude

toward the ads on purchase intention. The sample of this study was 250 consumers

who have seen The results provide information that: 1) Perceived intrinsic brand

motivation, perceived extrinsic brand motivation, environmental concern have a

positive and significant influence on attitude toward the ads. 2) Attitude toward the

ads has a positive and significant influence on purchase intention. brilliant brand T-

shirt ads and have the desire to buyBrilliant brand T-shirts. The data analysis method

uses multiple linear regression analysis and simple linear regression analysis. The

results provide information that: 1) Perceived intrinsic brand motivation, perceived

extrinsic brand motivation, environmental concern have a positive and significant

influence on attitude toward the ads. 2) Attitude toward the ads has a positive and

significant influence on purchase intention.

According to Buhay, P. J,. S. (2023), By highlighting the four dimensions that

constitute brand equity, and the four factors that influence the selection and

decisions of consumers, this research aimed to assist tourist destination owners and

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managers in creating a brand and knowing their target market and their preferences

when it comes to spending their money. The descriptive correlational and

comparative methods were employed on 339 BSTM students during the first

semester of SY 2022-2023. This study revealed that majority of the guests were

female, young, with a family earning above minimum wage in a month, and living in

the urban areas of Cavite. Perceived quality and Psychological factors came out to

be the most dominant factors they considered in visiting tourist destinations. There is

no significant difference in the perceived brand equity when grouped according to

their demographic profile. There is no significant difference in the respondents’

buying behavior when grouped according to their demographic profile. There is a

significant relationship between perceived brand equity and buying behavior. This

study recommends that a step-by-step approach should be used, from identifying

who the brand is to emphasizing its points of uniqueness and user profile.

Customers may therefore positively assess and develop a link that will lead to an

enduring and unbreakable bond, which shapes and impacts their purchasing

decision. The analysis of this study concludes that Tourism Destinations in Cavite

with higher levels of brand equity would generate higher levels of customer visits.

Also, consumer buying behavior was associated with more willingness to visit a

destination.

According to Pinto, A. P,. & Paramita E. L. (2021) Influencer marketing has

become a new method of promoting a product or brand. The marketers believe that

implementing influencer marketing appropriately may form a positive customer view

of a product or brand so it can bring customers loyalty on the brand. This study aims

to investigate the effect of influencers on brand loyalty of Generation Z with purchase

intention as a mediating variable. Generation Z is a generation that is very close to

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technology even most of their life is spent to playing with social media. By expecting

a marketing strategy that is close and easily accessible to generation Z, can create

purchase intentions and loyalty at lower cost. The population is the Instagram users

in Indonesia. Purposive sampling was used in this study by taking 200 samples. This

research was conducted using path analysis and Sobel test to see the indirect effect.

Before the path analysis is carried out, the reliability, validity and classical

assumption tests are carried out first to see if the data obtained is appropriate for

further analysis. The result show that social media influencers can influence

generation Z brand loyalty and purchase intentions are able to mediate social media

influencers and generation Z brand loyalty.

Based on Supiyandi A. et. al. (2022). Ecommerce or electronic commerce is

commonly called an online store. Nowadays, many people have started to switch

from traditional shopping to online shopping. There are many advantages of online

shopping, such as no need to leave the house, practically anywhere at any time, and

a wide selection of products. Shopee is one of the e-commerce sites that

Indonesians often use. Shopee offers a variety of products and services ranging

from fashion to daily necessities. Besides being website-based, Shopee is also

present in a mobile application, making it easier for people to access it anytime and

anywhere from the smartphone.

According to Ali, H. et. al. (2020) Brand image is a consumer's assessment of

a brand in a market. Brand image is the consumer's perception of the brand of a

product that is formed based on information obtained by consumers through their

experiences after using the product. Brand image is a belief consumers create about

the object they have felt. Brand image indicators include 1) the Advantages of brand

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associations, 2) the Strength of brand associations, and 3) The uniqueness of the

brand association [1]. Previous researchers, among others, have widely studied the

brand image.

Based on Wiratama, B. et. al. (2022) The fashion business has a dynamic that

adapts to the trends that are light hearted and favored. A store can survive by

providing clothes that fit the trend and adapt to the wishes of consumers. Word of

mouth has not been investigated much in providing information to consumers that a

store is following the trend. The study aims to examine the role of word of mouth in

mediating the effects of store atmosphere and brand loyalty toward purchase

decisions. The research employs a quantitative approach, with 118 respondents

appropriate as the research sample. The results indicate that brand loyalty, brand

image, and word of mouth directly affect purchase decisions; however, store

atmosphere does not affect consumer purchase. The result also indicates that word

of mouth mediates brand loyalty, brand image, and store atmosphere towards

consumer purchase decisions. Based on the result, word of mouth is a prominent

aspect of determining purchase decisions. Consumers decide to purchase based on

information suitable to the fashion trend. Positive information leads consumers to

purchase; hence, the store should emphasize and utilize word of mouth to create

consumer purchase decisions.

According to Daga, R. & Indriakati, J. A. (2022). This study aimed to

determine and analyze the factors of religiosity, psychological factors on purchasing

decisions, and loyalty. The method used in this study is a quantitative research

method in the form of a cross-section. The population in this study are Marketplace

users who live in Makassar and have purchased Muslim clothing products, especially

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in the Shopee application. This study uses a sampling technique with purposive

sampling, part of a non-probability sampling technique. The sample obtained from

the calculation results amounted to 100 respondents who were deemed sufficient to

represent the population. The data analysis technique used in this research is the

Structural Equation Model (SEM). The results showed that religiosity and

psychological factors directly had a positive and significant effect on purchasing

decisions. Meanwhile, social factors have a positive and insignificant impact on

buying decisions. Religiosity, Social Factors and Psychological Factors have a

positive and significant effect on loyalty. Purchase Decision has a positive and

significant impact on Loyalty. Religiosity Social Factors and Psychological Factors

through Purchase Decisions have a positive and significant effect on Loyalty. The

results of this study can also be used for marketing in motivating consumers to make

purchasing decisions. This indicator is the strongest indicator of consumer

psychology in deciding the purchase of Muslim clothing and always considers

increasing customer loyalty based on religiosity so that customers are committed to

continuing to be loyal in purchasing Muslim clothing. And can be a reference for

further researchers to develop research instruments used in this study.

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 CHAPTER 3

RESEARCH METHODOLOGY

This chapter contains information about our research and the methods we

employed. This includes the Research Methodology, Research Design, Data

Collection Method, Population and Sampling, and finally, the Data Analysis.

Research Design

When examining the impact of brand on customer incentive to buy among

college students at ACLC Manila, the convergent parallel mixed methods design is a

good choice since it can yield a more thorough and reliable knowledge than a single

method alone. Through the simultaneous collection and analysis of both quantitative

data, which will reveal generalizable patterns and relationships between brand

perceptions and purchase motivations across a representative sample, and

qualitative data, which will explore the underlying causes and individual experiences

through in-depth interviews, this design enables a comprehensive understanding of

the research problem. By providing both broad patterns and in-depth contextual

explanations, the subsequent triangulation of statistical data and thematic insights

strengthens the validity and credibility of the results. A more complex and perceptive

knowledge of the various ways that brands influence students' purchase decisions is

the eventual result of this mixed-methods approach, which also humanizes the data

by including the students' varied perspectives and genuine voices.

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Data Collection Methods

This study will investigate how brands influence what ACLC Manila students

buy. We'll use a simple survey and a few interviews.

1. Survey (Online or Paper): Students will answer questions about: Their

background: Age, gender, course, spending money. Brands they know: Listing

brands in different categories (clothes, food, etc.). How they see brands: Rating

brands on things like quality, value, and coolness. What they buy: How likely they

are to buy certain brands. Brand loyalty: How often they buy the same brands.

2. Interviews (Small Group): A few students will be interviewed to talk more

in-depth about their experiences with brands and why they choose certain ones. The

survey will give us numbers, and the interviews will provide more detailed

explanations. This combined approach will give us a good understanding of how

brands affect student purchasing decisions.

Population and Sampling

Our target respondents are AMA Computer Learning Center Collage students,

but we may include other college students who can participate in the event.

However, managing participation might be challenging without clear limitations. We

chose college students because they can afford branded products, also they are

exposed to market trends, and are relatively easy to educate about budgeting and

priorities. College students is often desire branded bags, shirts, and other items. In

our selection process, we will prioritize financially well-off students, followed by

working students. and after that we will survey them for their opinions of branded

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items and their perceived positive and negative effects. Our target age range is 18-

24 years old, encompassing first-year to fourth-year students.

Data Analysis

This paper deals with the result of the primary research which purpose was to

examine The Influence of Product Branding on Consumer's purchasing motivation

among College Student at AMA Computer Learning Center - Manila Campus. The

goal of the paper is to stress the fact that the brand has an impact on consumer’s

decision making process. Original primary data within the primary research were

collected by using mixed methods of questionnaire.

The Influence of Product Branding on Consumer's Purchasing Motivation

among College Student at AMA Computer Learning Center – Manila Campus have

been analyzed based on the work conducted, and a discussion is provided in the

following sections. The questions addressed include the following.

 Does a brand’s reputation (like trust or popularity) encourage College

Students to buy products more often?

 Do factors like quality, price, or how ―cool‖ a brand seems heavily

influence college students buying choices?

 Are college students who consistently buy from a favorite brand more

loyal to it?

 Do age, gender, or academic course affect how much brands matter to

college students shopping habits?

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  Are college students willing to pay extra for brands they believe are

high-quality or trendy?

 Are college students more likely to purchase from brands they see

advertised frequently?

 Do college students stick to well-known brands even when cheaper,

lesser-known alternatives are available?

 Is the packaging of a product from a certain brand a significant factor in

a college students decision to buy it?

 Do college students feel a sense of belonging or social status by using

certain brands?

 Would most college students switch to a different brand if their favorite

brand significantly increased its prices?

As we discussed, relativity significant The Influence of Product Branding on

Consumer's Purchasing Motivation among College Student at AMA Computer

Learning Center were observed in this research. This survey based research study

was conducted along AMA Computer Learning Center College of Manila during the

2025 school year. The results of this study are based on 15 respondents.

Participation in the survey was voluntary, and the respondents of the survey were

anonymous and confidential. This chapter detailed The Influence of Product

Branding on Consumer's Purchasing Motivation among College Student at AMA

Computer Learning Center – Manila Campus.

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 Overall, 15 respondents indicated their observation that the survey reveals

most students use branded products and are loyal customers, repeatedly buying the

same items they like and use.

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Research Questions

1. Does a brand’s reputation (like trust or popularity) encourage College

Students to buy products more often?

2. Do factors like quality, price, or how ―cool‖ a brand seems heavily influence

college tudents buying choices?

3. Are college students who consistently buy from a favorite brand more loyal to

it?

4. Do age, gender, or academic course affect how much brands matter to

college students shopping habits?

5. Are college students willing to pay extra for brands they believe are high-

quality or trendy?

6. Are college students more likely to purchase from brands they see advertised

frequently?

7. Do college students stick to well-known brands even when cheaper, lesser-

known alternatives are available?

8. Is the packaging of a product from a certain brand a significant factor in a

college students decision to buy it?

9. Do college students feel a sense of belonging or social status by using certain

brands?

10. Would most college students switch to a different brand if their favorite brand

significantly increased its prices?

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