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Chapter 1

Introduction

Background of the Study

Fifty-two percent of millennials are more likely to make impulse purchases than

any other generation (Tuttle, 2012). There could be contrasts drawn to how rapid our

literacy of consumption is changing as to relate with the past generations, which could

put on how fast millennials decide to purchase when shopping.

To see is to believe. Consumers tend to examine the products they wish to

consume. Scrutinizing the wholeness and value of one’s goods is what consumers do

before they purchase the product. Though it depends on the product that the consumers

want to buy, it is natural for the buyers to check before purchasing (Murad & Salleh,

2014).

According to Forer (2017), millennials pay a visit and buy products at the mall

at least eight times a year. They tend to listen and get influenced by what they perceived

and thought based on what they saw and learn on YouTube, product reviews and

experiences of friends and family. More likely 69% of them have admitted experiencing

FOMO or Fear of Missing out. These millennials also have a higher percentage of

consumer goods online.

Also, research executed by Danish & Akbar (2012), there are different strategies

that consumers do when it comes to consumptions of goods. These styles are cognitive,

psychological and dependent on consumer’s characteristics and principle. Thus, it is

called a decision-making process guiding a consumer’s preference and consumption

behavior, explaining why and how a consumer and its factors affect one’s shopping

behavior.
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Finally, in the study of Miraflor (2016), the Filipino Millennials (generation Y)

and its capacity to buy goods are growing. Millennials are more likely to purchase

properties for their fun and convenience. Diwa said that understanding the values and

context of the behavior and acquiring prowess of the Filipino millennials can give and

guide brands in creating new strategies to drive sales growth. Filipino millennials are

more interested in products under personal care with 11.2%, home care with 10.1%,

food and beverages with 5.5% and 9.7% respectively.

In this context, shopping behavior plays a vital role on how youth today

purchases products to consume, as past researches show the percentage on how and

what adolescence spends and what the factors affecting their shopping behavior.

Statement of the Problem

This study will determine the shopping behavior of Senior High School students

at the University of Mindanao. It also aims to answer the following:

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

1.1 age and

1.2 gender?

2. What is the shopping behavior of Senior High School students, in terms of:

2.1. purchase process;

2.2. decision making; and

2.3. intentions?

3. Is there a significant difference in the shopping behavior of Senior High

School students in terms of their demographic profile?

4. What are the Senior High School Students of the University of Mindanao’s

experiences in shopping?
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Hypothesis

The hypothesis that there is no significant difference in the shopping behavior

of Senior High School students with concerning to the demographic profile will be

tested at 0.05 level of significance.

Worldview

There are many forms of worldview used in research but in the case of this study

the researchers would like to highlight the rising problems of reality and how these can

be resolve in a pluralistic manner. In this scenario, the study’s worldview is a pragmatic

approach; pragmatism arises from the situational implication of action towards a

problem. Its foremost concern is drawing applications to what will work and would

solve the problem (Patton, 1990). Furthermore, the focal point of the process is not the

process itself but the emphasis of the research problem and the approaches available to

understand the problem, mainly a pluralistic understanding (Rossman & Wilson, 1985).

In this study, the researchers would further explain the result from the

quantitative phase with the help of the collaboration of the qualitative data which aim

to find solutions and applications towards the different experiences of senior high

school students which led them to establish a shopping behavior of their own. Also, the

pragmatic approach helps to look at the diverse aspects of experiences, unto knowing

what causes and converting these effects as what sector is in need to develop and notice.

As stated, we will be using a pragmatic view in this matter the researcher will dwell

unto deeper understanding towards respondents’ differences to congest a unison

application and solution.

Theoretical Lens
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This study the Shopping Behavior of Senior High School Students is anchored

on the Consumer Behavior Theory. Consumer behavior is the process whereby

individuals decide whether what, when, where, how and from whom to purchase goods

and services Walters (1974). Mowen (1993) explains that consumer behavior theory is

the study of the buying units and the exchange process involved in acquiring,

consuming, and disposing of goods, services, experiences, and concepts. It focuses on

buying units in an attempt to include everyone that purchase products and services. It

is also the behavior that consumers show in searching for, purchasing, using,

evaluating, and disposing of products, services, and ideas.

Based on this theory, the shopping behavior of the Senior High School students

of the University of Mindanao affects their purchasing decision or consumption in

exchange through services and experience they acquire. Moreover, consumers tend to

purchase products with a background or user- reviews beforehand, evaluating or

examining produces is essential for consumers before arriving into a decision,

formulating its specific shopping behavior.

This theory is further supported by Theory Reasoned Action of Ajzen &

Fishbein (1960), which focuses on the saliency of pre-existing attitudes the consumer

upon decision making. The heart of the theory is to construct consumer’s acts on

behavior based on their intention to create or receive a particular outcome. In

connection, consumers tend to examine the products they wish to consume. Inspecting

the wholeness and value of one’s goods is what consumers do before they purchase the

product. Though it depends on the product that the consumers want to buy, it is natural

for the buyers to check before purchasing (Murad & Salleh, 2014).

Also, the Engel, Kollet, Blackwell (EKB) Theory (1989), expands on the theory

of Reasoned Action and lays out a five-step process that consumers do and use when
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making a purchase. Consumers follow definite steps before arriving into a decision;

they tend to gather data for information processing, once they processed the information

he or she moves to the decision-making. In correlation to the present study, according

to Chakraborty (2017), it is difficult to find answers as to why and how individuals tend

to make decisions to buy. He stated that there are many types of buyers, from the buyers

who make impulse decisions, to the buyers who are always indecisive in making

purchase decisions. These types of buyers are influence in different ways to make

purchase decisions; some of it was mention as economic, functional and social ways

that inclined the decision making of buyers. Firstly, buyers are influenced in terms of

the economic factor or layman’s term affordability; it is only buyers won’t make a

purchase decision if they can’t afford the product. Second, buyers make purchase

decisions because of the functional factor, mainly for a reason, buyers tend to make

purchase decisions because they need it or it is a necessity for their living. Lastly, social

influence, buyers rely their choices depending on the closeness they have on someone,

may it be from peers, family or even their social status in life.

The conceptual framework is presented in Figure 1. It contains the key variable

of this study, shopping behavior, which is conceptually defined by The Study (2018),

which is composed of the attitude, preference, intentions, and behaviour of a consumer

when it comes to buying goods. Also, the independent variable is also visible, with its

two dimensions: age and gender. Shopping behavior, in this study, is classified as the

distinct characteristics of the respondents. Its salient scopes are purchase process,

decision making and intentions of consumers to purchase a product. First, the purchase

process, defined as the dimension that discusses the stores or shops the consumer

desires products to be acquired. Second, decision making is the dimension that tackles

the final selection of consumers to acquisition. Lastly, is the intention which means the
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strong feeling, urge or desire of consumers to consume or to arrive at a decision to buy

(Foret M. & Prochazka, P. 2007).

Independent Variable Dependent Variable

Demographic Profile Shopping Behavior
Age Purchase Process
Gender Decision Making
Intentions

Figure 1. Conceptual Paradigm Showing the Variables of the Study

Scope and Delimitations

The core objective of this research is to measure the perception of students

towards their shopping behavior. The data will be gathered based on the response of

the respondents. The respondents of this study are the students of the University of

Mindanao the Bolton area.

Significance of the Study

This study is beneficial to the following:

Market Retailers. This study will aid retailers in determining the proper selling

strategies for sales growth by tracking the behaviors of the shoppers and businesses

alike. This study can give them knowledge and information in defining the trends and

as well as proper dissemination of products and goods. This study also suggests the

possibilities and outcomes of production in terms of the manifestation of merchandises

in the market.
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Parents. To the parents, this will serve as a guide and learning on what their

child prefers to shop and bought and on what are the common shopping behaviors of

their child. This study can guide the parents to determine their child’s attitude and the

contrast between their preferences. This will also provide the knowledge and the

background to guide their child on what is the better shopping strategies and how

important it is in their day to day life.

Students. To the students, this study will help them determine their strategies

and attitudes in consuming goods. This will dispense awareness of what factors can

affect their shopping behaviors and as to how important it is in their everyday routine.

This will give them information on how their behaviours can greatly distress the market.

Definition of Terms

The following term is conceptually and operationally defined to establish a

common basis of understanding and interpretation of an idea.

Demographic Profile. The difference of an individual is based on their age,

sex, income or marital status (Pratap, 2017). In this study, this term refers to the age

and gender differences of the Senior High School students.

Shopping Behavior. The Study (2018), states that it is composed of the attitude,

preference, intentions, and behavior of a consumer when it comes to buying goods. In

this study, this term refers to the attitudes of Senior High School students regarding the

patterns and ethics of different shopping strategies/behaviors determining their

preferences and style.

Review of Related Literature

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This section represents related literature and studies. This gives additional

background information to strongly support the current study.

Shopping Behavior

On a panel data from IRI, a market research company, they described how the

change of consumer shopping behavior over a three year period of time, the forecasted

result is due to the response of consumer’s uncertainty in the marketplace. The results

showed that consumers are facing a rising price stake and seek to reallocate their

spending by consuming more from supercenters rather than traditional grocery stores

(Ailawadi, 2011).

Also, Adams (2014) stated that consumer has a great significance in the

economy, accumulating 70% of gross domestic sales in the US and 18% worldwide.

Before the downturn, the cautious spending and fluctuating confidence in the economy

has caused a sudden change in consumer shopping behavior and triggered consumer to

save more and spend less. Also, consumers are empowered and informed before

purchasing products; consumers are more likely to consider user reviews as part of their

purchase.

Purchase Process. Online shopping or modern shopping has been continuously

and rapidly growing since most of the business owners used an online store to make it

more convenient to the consumers. Through the access of the internet, consumers can

freely shop anywhere and anytime. However, factors such as no guarantee product

quality and expensive shopping fees had caused drawback and made shopping online

less credible (Great Books Online, 2016).

In statistics, according to the survey conducted by Perception System over the

last five years, stated that some of the consumers prefer to shop online than to shop in-
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store, over 60% of consumers believed that online shopping is more convenient than

that 40% of consumers who prefers in-store shopping. Furthermore, 35% of men are

less likely to research online, before purchasing a product, compared to 65% of women.

It shows that women are more anticipated in buying products than men (Nawills, 2013).

Moreover, Paglia (2013), stated that online shopping is more convenient than

in-store shopping. In online shopping, it is easier to purchase a product without dealing

with the hustle of waiting in long lines and the conflict of work schedules of shoppers

and the operation time of the stores. Luckily, the internet never opens and closes, and

it is depicted that in-store operating hours are proved to be very inconvenient for the

costumer to purchase a product.

In line with this, Dimmick (2004) stated that the practices we do in traditional

shopping are irrelevant to online shopping. The purpose of the Internet, which includes

the aspects of high speed, low costing, and global reach, can help to explain why there

is a significant gap as to the usual in-store shopping.

However, according to Meerimava (2014), consumers usually still go with in-

store shopping or traditional shopping. In in-store shopping, it is easy to decide whether

to buy or not by our true feelings because all the goods and products in the store are

visible to the buyers. Also, access to reviews is efficient because salesladies or dicers

attending the stores are present in the consumers shopping experience.

In contrast, according to the survey conducted by Walker Sands

Communication, there are about over half of 54% of respondents preferred the method

of shopping in-store and 33% of consumers said that they preferred to spree via a

desktop computer, 12% of the consumers prefer to shop via a mobile device, and 1%

prefer to used voice-controlled devices. The survey was conducted among, 1,662

consumers and it includes youngest consumer ages 18-25 as well as the adult consumer
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ages 61 and above, the result shows that most likely of the consumers prefer to shop in-

store than online (Nanji, 2017).

In conclusion, it shows that the consumers’ ways of purchasing products

changed over time, not just because of the changing dynamics of human behavior but

because of modern technology that brings changes to the perception of the consumers

towards their preferences on how they purchase products. From the rapid growth of

online shops and establishments of malls, it is obvious enough that consumers would

have a lot of choices to shop. Also, from the change of time, we will lose count of how

many options on how to spree is evolving and spreading, in the end, consumers will

always seek to a decent and convenient service that the stores and online shop can offer.

Decision Making. Decision making is the power given to the consumer.

Everyone is a consumer and belongs to the consumer market. The consumer has the

right and control to decide where and what to spend with their money. From a simple

buying of chips from a store are decisive, spending cash and involving yourself from

the consumer market. The more active you consume or use, the more active you are

determining (EDUCBA, 2016).

You have been a consumer since the day you’ve gained consciousness, the day

you’ve developed your purchasing power, since the first time you were asked which

color you prefer or which food would you like to eat. Upon growth, we have established

for ourselves the rule of thumbs’ or mental shortcuts that help us to choose or

compromise in buying. Even so, people may follow a similar process in buying, but

they will always differ in purchasing decisions (Adalian, 2008).

According to Chakraborty (2017), it is difficult to find answers as to why and

how individuals tend to make decisions to buy. He stated that there are many types of

buyers, from the buyers who make impulse decisions, to the buyers who are always
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indecisive in making purchase decisions. These types of buyers are influenced in

different ways to make purchase decisions; some of it was mentioned as economic,

functional and social ways that influenced the decision making of buyers. Firstly,

buyers are influenc in terms of the economic factor or layman’s term affordability; it is

only buyers would not make a purchase decision if they cannot afford the product.

Second, buyers make purchase decisions because of the functional factor, mainly for a

reason, buyers tend to make purchase decisions because they need it or it is a necessity

for their living. Lastly, social influence, buyers rely their decisions depending on the

closeness they have on someone, may it be from peers, family or even their social status

in life.

Furthermore, Acebron (2000) identified the development of how consumers

decide on purchasing products. They had observed that the influence of personal habit

and previous experience of consumers on purchase decisions affects the decision

making of a buyer. Their finding shows the direct impact on the consumer’s purchase

decisions. Also, they found out that the visual appeal of the products affects the

purchasing decision of the consumer.

However, researchers have looked upon people’s brain, subjected from lie

detectors and examining their mind, asking questions about different products. What

the subject says about the product was then compared to the results of what their

intellect is saying. The fact that 8 out of 10 new consumer products fail even if it was

tested; this shows that what people say about the product differs from what they think

about it. It illustrates that decisions do not merely affect the purchase decisions of

buyers, cause even so from testing they are already deciding, in result from the actual

selling the product tested failed to catch the buyers final decision (Economist, 2009).
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In conclusion, people are influenced and rely on other factors in coming up

purchase decisions. Purchase decisions of consumers are affected by the environment

they are moving. Consumers are dependent and tend to follow a process before arriving

unto a conclusion. However, as stated from the research above purchase decisions does

not always coincide with the surrounding factors, it is always innate in the person of

what to buy and what to purchase. It is constantly in the person of what he/she tends to

buy or what he/she wants and needs.

Intentions. Consumer’s purpose to buy goods serves as stimulation and drive to

purchase a service and product. It is clearly defined by the effects of one’s behavior

when it comes to purchasing and the willingness of a consumer consuming the desired

goods (Haque, 2015). This intentions can also show the differences and attitudes of a

consumer depending on the factors affecting its behavior to purchase a product.

Everyone is a consumer and each of them has their capabilities to decide, use and

disposed of a product depending on the product and marketer influenced (Nguyen &

Gizaw, 2014).

There are factors that influenced the intentions and behavior of a consumer in

terms of purchasing a product in both online and physical (store). These factors lead

consumers to change and to look on to the products they desire and decide whether to

purchase a definite goods and service or not. According to Yaras, Ozbuk & Unal (2017),

factors such as financial risk, quality, pricing, and the variety and availability of a

product is what affects a consumer’s intention to inquire and bargain goods online,

while Mass media influence, consumer’s prior knowledge of product and product’s

impression are factors in determining consumer’s intent to buy goods on stores or

market. These factors serve as the primary concern and as well as the idea for the
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marketers to address and determine the right approach to the consumer to buy their

products (Xiaofen & Yiling, 2009).

Determining the intention of a costumer can help sellers generate new outputs

and predict the future outcomes and sales of their product. There are 3 elements of

Assael model that formulate the attitudes, the cognitive element which relates to the

beliefs and knowledge of the consumer to the product, the affective component that

talks about the emotional and feelings of the consumers regarding the product and lastly

the behavioral element which also talks about the expressions of costumers buying

intentions (Karimi, 2013).

Also, purchase intention is usually related to the behavior, perceptions, and

attitudes of consumers. Purchase behavior is a vital point for consumers to access and

evaluate the specific product. The intentions of buying or shopping are what drives

consumers to come up with a decision; the intentions upon buying develop decision-

making that consumer studies the reason to buy a product (Gogoi, 2013).

The consumer’s intention to purchase is a behavioral pattern that is innate to

costumers. It serves as a reason for a consumer to obtaining goods and services. It is

what and how the consumers behave and the attitude of the consumers when it comes

to purchasing. It can be intentional or not depending on the consumer’s insolence. Many

of the factors are dependent on the nature of the product and the ideology of the

consumers that may alter each of their perceptions. These factors present in one’s

decision-making process of purchasing can differ and regulate the attitudes of the

costumer. Costumer’s intention can help businesses to determine the pattern of

purchase of their consumers; for this is innate to the consumers it is observable and

helpful to the marketers.

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Demographic Profile
According to Pratap (2017), a person differs based on their age, income, sex,

education and marital status. There is always a difference between two individuals

coming from different economical group. A person with high-level income can easily

make purchases exceeding from its usual consumption whereas one from lower

economic states are hindered with their fiscal status. Consumer behavior is affected as

these factors change. It is an observable change in the consumer behavior of someone

who has grown wealthier or more educated.

Age. Age plays a vital role in affecting the behavior of individuals. As people

age, their needs also change similar to their buying decisions and shopping behavior.

Age brings changes in the people's lifestyle and it also brings changes to their needs

and every stage has its perception towards things and has its characteristic. Shakespeare

distinguishes the different eons of human into seven categories; the infant, the whining

school boy, the lover, a soldier, the justice, the lean slipper pantaloons and lastly the

second childishness. Shakespeare emphasized that in different age stages has different

characteristics. An adult buys necessary things faster than children (Bansal, 2015).

According to Pratap (2017), as humans grow older, their choices of brands and

products also starts to change, youths' preferences are far different from the preferences

of adults since the preferences an individual’s changes as they grow older. Also, Pratap

added that the changes in income affect the consumption patterns of those retired elders.

In terms of the consumption of digital products, older people have less intake than the

younger ones.

Furthermore, according to Statista (2017), teens are known to spree online while

elders are known to shop in the store. In the statistics, 37.8% are teens who shop online
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while 54.6% of elders shop in the store. It shows that age matters in determining the

preferences of teens and adults towards their shopping behavior.

Also, Hervè and Mullet (2009) analyze a sample of 160 French ages between

18 to 90 years old to rate their way of buying, from low, moderate, and high. The result

shows that for younger participants they prefer to buy the low priced product while the

older participants consider sustainability and durability as an important factor in

ordering a product.

Moreover, Sorce (2005) surveyed over 300 students and staffs of a US

university regarding the experience and shopping behavior of 17 products specified.

The results show that older shoppers had more purchase than their younger

counterparts. Age explained more variance in shopping behavior if the consumer had

more knowledge of a product.

However, Square Up Inc. (2018) stated that in business, generational tendencies

is not an obstacle the market industry for it does not affect the consumer’s purchase

experience if they can offer products that are suitable for all ages. Whether you run a

business that is suitable for millennials or a store that caters elderly, loyalty does not

always mean the same thing; consumers always seek for better purchase experience.

Ergo, the changing dynamics of human behaviour affect the preferences of

consumers towards their shopping behaviors. The statistics above show that some of

adult consumer prefer to shop the store because it is more safe and convenient for them

while youth or the teenagers prefer to used online shopping since they are more exposed

on technology that would help them to purchase simply. However, if stores can offer

good quality of products and good services to their costumer especially to the

millennials and adults, then age is not a barrier to shopping behavior.

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Gender. Gender is considered as one of the main factors that influences the

shopping decision of an individual. Men and women are naturally opposite in sex, in

characteristic, perceiving towards things as well as their shopping methods. They have

different needs and wants, so they have different perceptions of things.

According to Aswegen (2015), women are loyal to the service while men are

loyal to the brand. She also mentioned that in marketing to capture women loyalty they

tend to get a good relationship with their costumer, on the other hand, stating the

benefits of the item is how they get the devotion of men. Furthermore, women give

their loyalty through social interaction while men give their loyalty through gaining

from the piece.

Also, Prabhu (2015) stated that men are more focused on the features, quality,

durability, and the service availability of the product they wish to purchase, while

women are more into the brand, and they select their product according to the brand.

Men also focused on the advantages they will get from the product. However women

fixated on the design of the product and to the discount they will get.

Furthermore, from the rage of women empowerment, women had taken over

purchasing decisions into the next level, women purchases not only for them but for the

whole household. Women are more intrigue to buy products and service if they receive

excellent service. Men, on the other hand, would prefer isolation from services and

dicers. They think shopping as a mission to accomplish; men give more specifications

on features, certifications, and warranties (Siddiqua, 2016).

However, Smith (2016), state that nowadays men’s shopping behavior is more

likely similar to how women shop. Before, men are quick in shopping because they

have a target product to purchase, but now men compare their target product to another
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item. One of the reasons that affects the change in their shopping behavior is also the

change of their own style; they tend to follow trends.

In conclusion, women are more comprehensive in purchasing product as they

compare things until it reaches their utmost satisfaction. Women are more into the

statement lines and the services they received from stores. On the other hand, men are

more product focused, they tend to purchase a product that gives them a great advantage

and are quick shopper as they have a target product that wishes to purchase. Men think

logically in buying products they cannot be easily persuaded and is more likely to idle

themselves in shopping.

Therefore, the independent variable, demographic profile of Senior High School

Students, remains constant in determining the respondents Shopping Behavior. The

demographic profile of the respondents differs from its salient dimensions, as stated in

the studies above. The demographic profile differences affect a consumer in the

marketplace. The purchase process which one’s self engages differs from the different

factors of demographic profiles. Also, consumers have different ways upon arriving

purchase decisions whether it is by process or impulsivity, the distinct attitude of each

demographic profile affects consumer’s decision shopping behavior. Lastly, the

intentions of each buyer depend on the differences of each respondent’s wants and

needs.

Chapter 2

Methods

This chapter presents the methodology used in the study. It also describes the

research design, research subject, the research instrument used, the procedure of data
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gathering, and the data analysis procedure, trustworthiness of the study and the ethical

considerations of the study.

Research Design

This study is mixed method research employing a sequential explanatory design.

Sequential explanatory research is the collection of quantitative data followed by the

gathering of qualitative data used to assist the result of the quantitative study (Creswell,

2011).

The quantitative data collection phase comes first where researchers conducted

a survey which answered by 230 students of The University of Mindanao. On the other

hand, the qualitative data collection phase will be steered next after the interpretation

and analysis of the quantitative study. This qualitative data will be used to further

support the quantitative result.

The model presented below show the phases of conducting the study. It shows

the first phase of the inquiry where the collection and analysis of quantitative data come

first followed by collection and analysis of the qualitative data which is the second

phase of the research and the final stage will be the interpretation of both quantitative

and qualitative result.

Quantitative Data Qualitative Data Interpretation

Results Results Result
(Phase 1) (Phase 2)

Figure 2. Sequential Explanatory Design (Creswell & Plano Clark, 2007)

Research Subject
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The respective respondents of the study are the University of Mindanao Senior

High School students. The researchers will use stratified random sampling to select the

students. Stratified random sampling is a portion of a statistical population commonly

known as strata, in which each section of the ration attains same shared attributes,

characteristics, and profiles, it is intended to save more time and money (Investopedia,

2018). This study will use stratified random sampling because the respondents of this

study are extracted from their common shopping behavior. From a population of 1, 034

students it is then deducted to a 230 sample of students with the help of Raosoft.

During the qualitative phase of the study, the participants of the study are still

the University of Mindanao Senior High School students. The researchers used

purposeful sampling in identifying 5 Senior High School students representing their

distinct demographic profile and shopping behavior’s, from the survey participants in

the QUAN phase (Creswell, 2007).

Purposeful selection ensures information-rich cases connected to the

phenomenon of interest in shopping by the participants. Purposeful assortment certified

maximal variation used to capture a wide range of perspectives related the shopping

behavior of participants as determined by Laerd Dissertation.

Research Instrument

In this study, the researchers used survey questionnaires to gather data. Listed

on the surveys are questions about Shopping Behavior of Senior High School students.

In the first section, the respondents would fill upon regards with its profile mainly its

gender and age. Onwards, the researchers opted to use standard questionnaires from
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three sources in line to purchase process was from the study of Mathew M. (2013),

while the questions for decision making were from French, D.J., West, R.J., Elander,

J., & Wilding, J.M. (1993), and queries from intentions were from QuestionPro Survey

Software (2018).

The questionnaires were validated by three experts with a mean of 4.95. Upon

reaching the prescribed validation, the Likert questions undergone pilot testing and

Cronbach’s alpha analysis for the problems attainment of credibility through the study.

Questionnaires are rested assured understandable and attainable to prior knowledge in

a result of a .699 analysis acquired through the help of SPSS Statistics.

Later on the qualitative phase, the researcher used a structured interview

protocol to ensure that the presented responses from the chosen participants are genuine

and spontaneous (Vaughn et al., 1996). This kind of protocol was initially developed

through the preliminary analysis of the quantitative data and based on the theoretical

framework. The structured interview protocol undergone validation by three English

professionals; this is to assure that questions underlying for an interview should extract

and discover patterns of participants.

Data Gathering Procedures

The data gathering procedure that was used in the quantitative phase and

qualitative phase are the following:

Permission to conduct the study. For the respondents not to be weary of the

survey, a letter was prepared with the consent of the authority to conduct the study. The

letter was written and set in a formal way for the validity and to authorize the

respondents about the survey directed.

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Preparation of Questionnaire is essential. The researchers prepared the

necessary questions ahead of time to avoid inconvenience to the respondents. The

researchers checked and made sure that the queries provided are understandable. The

researchers then disseminate questionnaire to their respondents and collect after the

respondents answer the questionnaire.

Making an analysis of the information gathered. The researchers examined

the differences in the patterns and relation of the answers and the questions. The

researchers used statistical tools needed for their analyzation of the data. This

determined the possible outcome and result required for the research.

Permission to conduct the study. The researchers prepared and provided a letter

of consent interview with the chosen respondents.

Set an appointment. The researchers set a position at where and when the

interview will be conducted. The selection would be based on the participant’s leisure

time.

Interview. After preparing the necessary questions, the researchers will now

interview with their participants that provide information about participants’

experiences and viewpoints of a particular topic. Often, the participant is coupled with

other forms of data collection to provide the researcher with a well-rounded gathering

of information for analysis. The researchers encouraged the participants to tell their

stories and experiences providing detailed and rich accounts of their experiences not by

responding yes or no.

Analyzing the data gathered. After gathering the needed data and information,

the researchers will examine the collections of information. The scrutinized data will

be presented and with the relations and interpretations that will support the study.
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Data Analysis Procedure

The following statistical tools below used in analyzing the quantitative and

qualitative data gathered are defined by Investopedia, 2018 and Statistics Solutions

2018:

Mean. The mean or also known as the average set is measured by dividing the

sum of the set of scores by the number of marks. This tool will be used in determining

the average tally of the student’s shopping behavior and demographic profile.

Standard Deviation. A tool used to measure the closeness of the scores to the

mean score. This statistical tool will be used to identify if there is a relative closeness

between the scores of the students and the average mean score.

t-test. This tool is used to identify the differences between the means. The t-test

will be used in determining the differences between the student’s shopping behaviors

to its demographic profile.

ANOVA. An analysis tool used in statistics that splits the aggregate variability

found inside a data set into two parts: systematic factors and random factors. ANOVA

will be used as to separate the age groups set per respondent.

Thematic Analysis. A flexible data analysis plan use to generate themes from

the interview data. In this thematic study analysis is used as to produce and discover

distinct patterns and experiences of participants in terms of their shopping.

Trustworthiness of the Study

According to the Oxford Dictionary, the definition of trustworthiness is the

ability to be honest and truthful. In this study, honesty is dispensing thorough

exploitation of information in this study. On the quantitative phase the measurement

 23

used to measure the study’s fidelity are internal and external validity, reliability and

objectivity while the following criteria are made by the researchers to prove the study's

qualitative overall trustworthiness:

Credibility. In addressing integrity, researchers demonstrated that a real picture

of the research problem under scrutiny is being presented. They seek to ensure that their

study measures or tests what is intended. Researchers linked the study’s findings

regarding the shopping behavior of senior high school students, with reality to

demonstrate the truth of the study’s results.

Conformability. Researchers took steps to demonstrate that findings emerge

from the data and not their predispositions. To establish the conformability of the data

gathered and the research findings, the researchers will be executing an audit trial

throughout the study.

Transferability. To allow transferability, researchers provide sufficient detail of

the context of the study, its purpose and what is it all about, for a participant to be able

to decide whether the prevailing environment is similar to another situation with which

he or she is familiar and whether the findings can justifiably be applied to the other

setting.

Dependability. The researchers strived to enable a future investigator to repeat

the study. Researchers aim to verify that their findings are consistent with the raw data

they collected. They assured that if some other researchers were to look over the data,

they would arrive at similar findings, interpretations, and conclusions about the data

and make sure that there was not anything missed in the study.

Ethical Consideration
 24

The following are the ethical standards obtained by the researchers to kept

confidentiality and harmonious relationship to each participant and the outcome of the

study:

Informing research subjects. The researchers educated the participants

regarding the purpose of the study and let them understand what are the questions all

about.

Researcher’s responsibility for clear role definition. The researchers

explained the strong roles of the participants by informing them about their limitations

and requirements.

Respect integrity, freedom, and participation. The researchers conducted the

interview fairly and ethically by asking the approval of the participants to do the

interview or not.

Respect for individuals privacy and close relationships. The researchers

protected the private information supplied by the participants and kept all of it

confidential.

Requirements for the storage of information that can identify individuals.

The researchers stored responsibly all the personal data related to participants for a

limited period, and then be deleted once it served its original purpose.

Respect for human dignity. The researchers showed good manners by being

considerate and respectful to the respondents for them to answer the necessary

questions sincerely and accurately.

Chapter 3

Results & Discussions

 25

In this chapter, the results of the study are presented and discussed concerning

the aim of the study, which was to determine the significant difference in the shopping

behavior of Senior High School students in terms of their demographic profiles. There

were two-sub aims, first was to identify what is the demographic profile of the

respondents and second, was to know the shopping behavior of senior high school

students.

Demographic Profile

Figure 3 presented below shows the demographic profile of the respondents in

terms of gender and age. The sample size of the respondent in this study was 230 senior

high school students. The demographic profile of the respondent will be used as an

indicator to know or to determine the shopping behavior of the students.

In the data, it was shown that just over 60.9% of the respondents were female

and 39.1% were male. It can be seen female respondents dominated in the current

conducted study. On the other hand, ages were categorized into three age groups. It can

be seen in the figure the majority of the respondent who participated in the study age

ranges from 16 to 17 with a percentage of 73.0%.

Figure 3. Demographic Profile of Respondents

 26

GENDER

MALE
(39.1%)
FEMALE 39%
(60.9%)
61%

14-15
AGE (2.6%)
3%

18 and
above
(24.3%)
24%

16-17
(73%)
73%

Shopping Behavior

Table 1 elicits the

purchase process, decision making and intentions of the Senior High School students

of the University of Mindanao in terms of their gender. The results had determined the
 27

positiveness or negativeness of the feedback given by the respondents by the use of the

mean and standard deviation.

The highest computed average on the indicator purchase process was 3.74, with

the question that I prefer traditional/conventional shopping to online shopping, states

that respondents prefer traditional shopping rather than online shopping. Which was

supported with the computed mean of 2.79 indicates that online shopping was not as

secure as customary shopping due to low average count.

Furthermore, the decision making of the respondents was observed in the data.

The highest average value was at 4.03 which draw feedback that respondents take safe

option if there is one. This result was also supported by the second highest computed

mean with 3.80, states that they plan before purchasing for them to be able to have a

proper decision.

Lastly, the intentions of the respondents also displayed at the data. The mean at

3.89, led to the respondents experience that they felt good when they bought something

new disregarding the brand of what product they had credited. This analysis was aligned

with the least average mean count of 3.03, with the question that I prefer to buy well-

known designer labels rather than take a chance on something new.

Table 1.Shopping Behavior in terms of Gender

PURCHASE PROCESS MEAN SD

 28

1. I think shopping on the Internet saves time. 3.73 1.02

2. It is more difficult to shop on the internet. 3.10 .98
3. I prefer traditional/conventional shopping to online shopping. 3.74 .93
4. Shopping online is risky. 3.71 1.06
5. I believe online shopping will eventually supersede traditional shopping. 3.38 .47
6. The fact that only those with a credit card or bank account can shop on the 3.25 1.01
internet is a drawback
7. Online shopping is as secure as traditional shopping. 2.79 2.19
8. Internet reduces the monetary costs of traditional shopping to a great extent 3.39 .96
(parking fees etc.)
9. I will prefer online shopping only if online prices are lower than actual price. 3.86 .96
TOTAL 3.41 .63
DECISION MAKING
10. I rely on ‘gut feelings’ when making decisions. 3.63 1.95
11. I like to consult with others. 3.72 1.90
12. I stick by my decisions come what may. 3.57 .86
13. I make decisions without considering all of the implications. 2.97 1.04
14. I take the safe option if there is one. 4.03 .86
15. I plan well ahead. 3.80 .92
16. I find it difficult to think clearly when I have to decide something in a hurry. 3.75 .53
17. I work out all the pros and cons before making a decision. 3.77 .89
18. My decision making is a deliberate logical process. 3.57 .81
TOTAL 3.70 .57
INTENTIONS
19. I buy clothes I like, regardless of current fashion. 3.67 .10
20. I buy new fashion looks only when they are well accepted. 3.35 .10
21. I prefer to buy well-known designer labels rather than take a chance on 3.03 .09
something new.
22. In this period of rising prices, spending excessive amounts of money on clothes 3.59 .11
is ridiculous.
23. I plan my shopping trips carefully. 3.73 .09
24. I shop for coordinated outfits. 3.58 .09
25. I feel good when I buy something new. 3.89 .10
26. You can tell you are just a bit better than someone else if you dress better than 3.35 .10
they do.
27. I prefer to buy well-known designer labels rather than take a chance on 3.14 .10
something new.
28. I am not as concerned about fashion as I am about modest prices and 3.56 .10
wearability.
TOTAL 3.59 .06

Table 2 shows the data about the purchasing process, intentions, decision

making of those in specified age groups. Each age group has its corresponding mean,

and standard deviation in every question given that will determine the overall
 29

perceptions and attitudes of the senior high school students of the University of

Mindanao. These questions will be used to answer if their shopping behaviour and age

matters.

For the purchasing process, these questions were focused on comparing online,

and traditional shopping, and as to where do the senior high school students mostly

preferred to shop. Item three with the question I prefer traditional/conventional

shopping to online shopping has the highest mean, which indicates that most of the

respondents felt safe when they can do customary shopping. This was supported by the

item with the lowest computed mean of 3.03, which asked if they think that online

shopping is safer than traditional shopping.

Furthermore, in decision-making process, these questions were used to identify

if the respondents are impulsive or practical buyers. The item that had the highest

computed mean of 4.04 asking I take the safe option if there is one. This was supported

by the second highest computed mean of 3.70, providing one of the ways to become

practical buyers which were to plan. It was further supported by the lowest computed

mean of 3.02 which stated that they decide without minding all the implication.

Lastly, for the last dimension which refers to respondent’s intentions, which

focused on identifying the respondent’s reason in purchasing. The question I feel good

when I buy something new had the highest mean for the overall dimension with 3.94,

which means that gender does not contribute change in their behaviour as they like to

purchase because of the good feeling of buying something new. The lowest computed

mean is 3.05.

Table 2. Shopping Behavior in terms of Age

PURCHASE PROCESS MEAN SD

 30

1. I think shopping on the Internet saves time. 3.79 0.97

2. It is more difficult to shop on the internet. 3.23 1.06
3. I prefer traditional/conventional shopping to online shopping. 3.94 0.96
4. Shopping online is risky. 3.83 1.01
5. I believe online shopping will eventually supersede traditional shopping. 3.42 0.91
6. The fact that only those with a credit card or bank account can shop on the 3.55 0.84
internet is a drawback
7. Online shopping is as secure as traditional shopping. 3.03 1.16
8. Internet reduces the monetary costs of traditional shopping to 3.57 1.05
a great extent (parking fees etc.)
9. I will prefer online shopping only if online prices are lower than actual price. 3.77 1
TOTAL 3.53 0.76
DECISION MAKING
10. I rely on ‘gut feelings’ when making decisions. 3.54 1.14
11. I like to consult with others. 3.72 0.89
12. I stick by my decisions come what may. 3.55 1.03
13. I make decisions without considering all of the implications. 3.02 1.18
14. I take the safe option if there is one. 4.04 0.82
15. I plan well ahead. 3.70 0.90
16. I find it difficult to think clearly when I have to decide something in a hurry. 3.62 0.91
17. I work out all the pros and cons before making a decision.
18. My decision making is a deliberate logical process. 3.62 1.05
3.62 0.87
TOTAL 3.61 0.57
INTENTIONS
19. I buy clothes I like, regardless of current fashion. 3.80 0.93
20. I buy new fashion looks only when they are well accepted. 3.61 .99
21. I prefer to buy well-known designer labels rather than take a chance on 3.05 1.15
something new.
22. In this period of rising prices, spending excessive amounts of money on 3.45 1.09
clothes is ridiculous.
23. I plan my shopping trips carefully. 3.60 0.59
24. I shop for coordinated outfits. 3.74 0.88
25. I feel good when I buy something new. 3.94 0.97
26. You can tell you are just a bit better than someone else if you dress better 3.56 0.93
than they do.
27. I prefer to buy well-known designer labels rather than take a chance on 2.75 1.22
something new.
28. I am not as concerned about fashion as I am about modest prices and 3.54 1.12
wearability.

TOTAL 3.65 0.66

Table 3 shows the indicators of shopping behavior of senior high school

students concerning the respondents' gender, the purchase process they prefer, the

decision they made, and their intentions on buying products and services. Also, the

following results are obtained after undergoing computations: a .280 p-value count for
 31

purchase process, a .928 p-value count for decision making and an amount of .632 for

intentions.

Therefore, the null hypothesis of the study that there is no significant difference

between the shopping behavior of SHS students concerning the respondents' gender is

accepted as the results are higher than 0.05. This means that nowadays, men’s shopping

behavior is more likely similar to how women shop. Before, men are quick in shopping

because they have a target product to purchase, but now men compare their target

product to another item. One of the reasons that affect the change in their shopping

behavior is also the change in their style because they tend to follow trends.

The data also shows the indicators of shopping behavior of senior high school

students which are purchase process, decision making and intentions with regards to

their age, from 14 to 15 years old, 16 to 17 years old and 18 and above. Also, the

following results are obtained after undergoing computations: a .223 p-value count for

purchase process, a .151 p-value count for decision making and a .413 intentions’ p-

value exceeding the 0.05 null hypotheses.

Therefore, the null hypothesis of the study that there is no significant difference

between the shopping behavior of senior high school students with regards to their age

is accepted as the results are higher than 0.05. This means that respondents' age and

their shopping behavior do not matter. Whether the products are suitable for millennial

or cater elderly, loyalty does not always mean the same thing; consumers always seek

for better purchase experience.

Table 3. Shopping Behavior in terms of Demographic Profile

DEMOGRAPHIC GENDER MEAN SD t-value p-value

PROFILE
PURCHASE MALE 3.4556 .62100 1.083 .280
PROCESS FEMALE 3.3643 .62572
MALE 3.7000 .62621 .091 .928
 32

DECISION FEMALE 3.6929 .50745

MAKING
INTENTIONS MALE 3.6111 .06260 .479 .632
FEMALE 3.5714 .05282
DEMOGRAPHIC AGE MEAN SD F-value p-value
PROFILE
PURCHASE 14-15 3.8333 .98319
PROCESS 16-17 3.3929 .56902 1.509 .223
18 and 3.3750 .72770
DECISION 14-15 3.5000 .54772
MAKING 16-17 3.7381 .52754 1.903 .151
18 and 3.5893 .62601
INTENTIONS 14-15 3.8333 .75277
16-17 3.6012 .60080 .888 .413
18 and 3.5179 .63220

Thematic Analysis

The discussions below will provide other factors that affect the shopping

behavior of the students showing that demographic profile is not related to their

shopping behavior. Themes that emerged from senior high school students of the

University of Mindanao are compared and contrasted to the subjects generated from in-

depth individual interviews. The findings or the results will be analyzed carefully via

thematic content analysis within the context of the literature reviewed.

Product Information Search

The physical aspect of a product does not always maximize the justification of

consumer’s satisfaction to purchase the product. The need for extracting information is

what suffices the urge to purchase of a consumer. A consumer in nature will naturally

conduct a purchase if a definite criterion is followed and attained by the product. The

resolution of uncertainties to endow to a product is answered through the help of

affirmations, approvals, and influences.

Product Reviews. A practical customer tends to look for information about a

definite product before purchasing. Information search is a simple step of a good

 33

consumer, looking for different features and advantages are essential for this group of

people. Customers will purchase an assured product if it will also give the benefits that

they need. The push portion of the customer to buy is the suitableness of the product to

their preferences and if it is favorable to them.

Reviews from previous buyers are considered as one of the information sources

of a potential buyer. Assessments serve as a guide or a reference in customers’ decision-

making process. In online shopping, potential buyers usually look first to the star rate

of the product to see if those former buyers are satisfied with the product. The more

good remarks the potential buyers see, the more s/he is willing to purchase the product.

This explanation is supported by the statement of participant D. Participant D, stated

that feedbacks influence her to purchase a product. She considers others feedback as

one of the factors why she would buy the product. She used this feedback as her

reference in deciding whether she will purchase or she will not.

“Ahmmm yes I usually review feedbacks about the certain product and then I
look for ahmmm the account of the ahmmmm account of the ahmmm seller and ahmm
yeah feedbacks of other customers. Well if it has good feedbacks from other customers
it is more likely that I will ahmmm purchase in that ahmmm specific ahmmm store.”-
P4
On the other hand, those customers that prefer a traditional buying usually take

reviews from people who have a good bond with them such as their friends, family, and

other acquaintances. People are typically easy to influence especially if those people

that impact them are close with them. They trust those people that they believe in them

and take their advice and recommendation. Personal reviews are usually favored by

other customers as it will give them a proper background to the product. Example, if

you want to buy a firm brand of cosmetics you can ask reviews from your friend who

is also using that product aside from reviews; you can personally see if the product is

operative. In that way, you can get great reviews. Same to what participant C had said.
 34

“Yes. Yes, pwede na maka makakuha kog review from them personally kung
unsa ang effect sa ila or unsa ilang experience about anang certain product and from
that murag maka I dont know if mali siya or what pero in that way maka conclude ko
sa akong sarili na murag magduhaduha na kog palit ana na product and then thats the
time na murag murag ano kaayo ko murag kanang unsaon man ni pag explain” – P3
Significant People’s Influence. One factor that urges the consumer to search for

information towards a product is through the help of important people in their life.

Using the relationship of one person to a consumer, the influential power is evident to

persuade a consumer to buy what is proven and tested by the major people in their life.

As a consumer to search for product information through the aid of significant people

the assurance to trust the product is at its peak, as well as the trust we give to the

substantial people’s product reviews.

“Second thoughts on purchasing? Yes especially if makakuha kog reviews

katong sa akong mga friends.”- P2

According to participant B, the participant experienced second thoughts upon

purchasing because of the influence of peer groups giving reviews of the product.

Words alone don’t have the control on you to engross yourself in such products but if

this words came out from people whom you have great tights with the larger the stances

of yourself to change of insights towards a product. The means of purchase is then

developed by the emergence of the impact of penetration towards the perception of

consumers because of specific influence couriers. In this manner, consumers address

their concerns about a product not just by their biases but also with the critiques they

get with their relationship with others.

“mag ask sa akong mga friends if ever na nakaplait sila, uy gwapo ba daraa,
gwapo ba ni na product...kay kung ing ana..kung gwapo siya magpalit ko ana next year.
so it's very important to me kung naay opinion akong friends... akong relatives.. akong
family”- P3

“good reviews from my friends influence me in purchasing a product.”- P4

“Yes i take opinions because from my friends…my friends influence me to..

influenced me to deal with those platforms such as shopee. I believe that others opinions
 35

or people who has greater knowledge about a specific product..i take those because as
an individual i would like to learn from their experience.” – P5

Furthermore, participant C, D and E said that opinions from friends, relatives,

and family influence them to purchase a product; a collection of good feedbacks about

the product encourages the participants to acquire the product. The search for answers

towards a commodity is natural for consumers to find and the person around the

consumer plays a critical role in affecting the consumer. The sufficient information

given with satisfaction by the people who experienced and used the product impacts the

participants to also indulge themselves to the goods of their influencers would likely

buy. The interest of consumers is not just then captivated by their nepotism but is then

change because of the penetration of greater people who surrounds the consumer.

Hence, a consumer’s knowledge to acquire a product doesn’t stand alone with

their likes and favouritism. An individual’s judgement of a good doesn’t guarantee a

full association within a product; there are still some spots of it that needs to be filled

in. These spots are then covered up with the use of product reviews and influences of

significant people around them. By then, the satisfaction in terms of knowledge within

a product is then met because of the acquisition of knowledge by their self, experienced

users, and significant people. The product information search is adjourned, and the

purchase now starts to happen.

Physiological Prioritization

A customer shopping behavior is defined by these two primary factors, the

needs and wants. Both of these factors have definite and assess consumer shopping

behavior and decision making. In terms of preference and intentions, a consumer tends

to focus on physiological aspects and prioritize the purpose of the product. This needs
 36

and wants assessment help consumer to overcome, negative shopping behaviors and to

focus on the primary purpose of buying a specific product.

“Yes. For my kuan my kanang personal collection. Kay most especially man jud
akong mga tools. Like sa nawong na tools ana. And then sa siguro needs sa akong
parents like tools mga ingana.” – P2
According to participant B, that she and her parents purchased products

according to its use and purpose. The reason why consumers buy goods is that it is for

their personal use. It is how they segregate and determine products to purchase and

what must be prioritized. This process help identify consumer’s shopping patterns and

as well behavior as to what product to acquire and prioritize. Consumer’s satisfaction

is dependent on the benefits that they can get from the goods that they buy. Process of

determining a product’s use has implied and boost pleasure and as well as creating new

and simple shopping patterns.

“Ahmmm i'd assess which product i need the most becauae as an individual i've
learned that theres a difference between the needs and wants.” – P1
“Kay needs jud .my needs..I need to buy this because it's my need tapos
sometimes..it's my wants.” –P3
“Oo, usahay ay ano kanang needs before wants.” – P5
Participant A, C, and E states that in purchasing product they assess what is a

need and a want and prioritize their needs over their wants. Consumer’s gaging the

position of the product that they are going to purchase signifies that consumers give

importance on the process of choosing a product. Through the assessment of the

product, consumers can simply identify and generate new shopping patterns that are

easy and simple. This means that assessment can therefore centralize and help

consumers on their shopping experience and to modify their shopping behaviors to the

process of identifying what their needs is and what is their wants. Thus, shopping for

the consumer can be easy and less hustle for their assessments of what is a need and

want can have a superior impact on their shopping behavior.

 37

In conclusion, the assessment of the product’s use is a behavior that defines

consumer’s decision making. This process of analyzing prioritizes the use and purpose

of a product that a consumer is willing to purchase. Needs and wants assessment helps

the consumer to decide easier, less hustle and also boost their satisfaction on the product

that they have decided to buy. Therefore, a consumer’s shopping behavior can be

dependent on what is their purpose of purchasing a specific product and their

assessment of that product, whether is it a need or a want.

Impulsive Buying

Buying is the process that consumers do to acquire something in exchange for

payment. Primary factors such as needs and wants help trace the buying decision and

determine the costumer’s buying behavior. Such behavior can also be determined by

some factors such as income or amount of money, trend, intentions and social

influences that serve as a motivation and sometimes lead in impulsive buying.

Impulsive buying is an unplanned decision to buy or invest to a definite product that is

usually triggered by the desires and temptations to buy that product.

“for example..daghan kug kwarta so...Kay tungod daghan man kug kwarta so
more ...okay lang sa imo palitun basking unsa even though useless siya” – P1
“Ahmmm i cannot say a season but ahmmmm it depends on me. It depends on
the money that I have.” – P5
Particpant A and E states that regardless of the use and seasons, money can

determine their decisions in buying a product. One of the factors that determine

consumers buying behavior is money. Consumer’s purchasing power is determined by

the amount of money that a consumer has. This means that with a higher amount of

money the greater probability to purchase a higher quantity of goods. Regardless of the

income and planning a consumer can still experience negative buying behavior. That

consumer with a higher amount of money also has a possibility to practice different
 38

buying attitudes and show negative behaviors such us impulse buying. Consumer’s with

strong desires to purchase a firm good and also has high purchasing power can

demonstrate and experience negative buying behaviors.

“Akong intention, yes, i dont know kay burag automatic lang siya, kay usahay
man jud lutang ko magdecide so dili ko makaingon then it actually depends on my
mood.” – P2

“Making myself satisfied.Yes because ahmmm it is really ahmmm important for

me to satisfy myself with the things because ahmmm it is really to ahmmm to to to satisfy
myself because ahmmm kanang usahay man gud ahmmm kanang happiness gani dira
nalang makuha sometimes man gud kanang more on stress na kaayo so purchasing a
product is one of my stress reliever.” – P4
According to participant B and D, when they shop, their decision making

sometimes depends on their mood or the stress that they experienced. Both participants’

purchasing behavior is dependent on their emotions and also satisfaction. The

emotional aspect of the consumer can also play a vital role in purchasing. Sometimes,

when a consumer experienced stress and a problem, shopping is their way of distressing

by the satisfaction that they can get out from buying goods that they want. Their

intentions are altered by those emotions and as well as by other issues. Along with the

purchasing power or the income, emotional aspects and pleasure are one of the

influences of determining a shopping behavior and the possibilities for a consumer to

practice and show negative shopping attitudes. Thus, those consumers who rely on their

guts and emotions tend to be affected with the emotional appeals of the product and

cause impulse buying.

With all of the factors that determine a consumer’s shopping behavior, some of

this can also cause impulse purchasing. Impulse buying is what others experienced

given with their desire to buy a product plus the aspects such as the amount of money

and emotional factors. Regardless of the merchandise and the quantity it is dependent

on the same causes on determining shopping behavior. Therefore, impulse buying is

 39

emotional and dependent on consumer’s experiences and as well as their desires and

intentions.

Practicality over Trends

Decision-making is a crucial stage that a consumer can encounter in purchasing

a product or service. This decision-making process is where a consumer must focus and

made an evaluation about the product that they are going to obtain. This involves

analysing and weighing things on what to follow between practicality and trends

anchored in the idea of needs and wants.

"Kanang sa pagpili, akong ginaisip kay kung unsa tung beneficial jud. If
maggasto ko ani unsa man ang mabuhat ani sa ako, makatabang ba ni or dili and
kanang worth it ang kwarta nga gilaan nako out from my allowance". – P3
This statement of participant C means choosing what is practical and beneficial

as well as analysing if the product is worth buying. Furthermore, according to

participant E, it is not difficult to deal with this problem because in purchasing a

product, even if it is not trendy as long as it is a necessity, you have to acquire it.

"Kailangan jud nimo palitun ang kailangan nimo and syempre pilion jud nimo
siya instead sa gusto nimo." – P5
Hence, a consumer's stand with this issue is to be practical in purchasing a

product or service even if it is not trendy. An individual will preferably base his/her

decision on the urgency of the need of the product as well as its benefits. In the end, the

value and usefulness of the product without following the trend are what matters the

most.

Conclusion

In this section, discussions on the significant findings will be reviewed in terms

of its significance:
 40

The primary goal of this study is to find out the insights of senior high school

student towards their shopping behavior in terms the purchase process, decision

making, and intentions to buy and if there is a significant difference between the means

of each dimension.

From the results, it shows that the shopping behavior of senior high school

student differs from student to student, especially in determining the ways on how the

students buy the product that they want to purchase. Thus, it confirms that the

sensitivity of the student in buying a certain product will help them to see what kind of

product that they want to purchase and to think a product that is very suitable to their

taste. It is significant to distinguish here, that the three dimensions purchase process,

decision making, and intentions to buy are the most important or salient in explaining

the shopping behavior of senior high school student.

For the overall result of the qualitative phase, senior high school students of the

University of Mindanao has shown and identified some other factors affecting their

shopping experience. Information that was gathered through an in-depth interview by

the students’ understandings and practices were used to analyse consumer shopping

behavior. Students that are interviewed have formulated themes that serve as the

patterns of purchasing. Although information gathered were centralized the shopping

experiences and intentions still vary from students to students. Thus, students have

created shopping patterns according to their experiences and factors prevailing during

the said experiences.

All in all, both qualitative and quantitative data has shown that there are

differences in the shopping patterns of senior high school students of the University of

Mindanao. Although with themes that were observed in qualitative analysis, differences

between shopping behaviors still vary from consumer to consumer.

 41

Recommendations

The following are suggestions and recommendations for the shopping behavior

of Senior High School students to the following:

The market retailers should keep a close look at the trends, satisfaction and

emotional appeal of their products considering the age and gender of their target market.

They should look for the graphs and statistics about their business’ performance and

correlate their measures to the trends and shopping behavior of their customers. Thus

market retailers should observe how and what areas to improve for their business.

Parents must also observe as to what their child’s preference, some factors such

as the income that changes their child’s consumption patterns and trace the patterns of

differences between their favourites. As shopping behavior differs from consumer to

consumer, it is a must that parents should conduct comparative analysis to track their

child’s shopping attitude and their personal shopping preferences.

It is suggested that students must be aware as to what their consumption pattern

and intentions are and read books and researches regarding shopping behavior and to

acquire an understanding regarding their preferences. Through this, they can have an

additional understanding regarding their shopping behavior.

For the future researcher, they must reanalyse and reconstruct dimensions of the

shopping behavior and the demographic profile of the respondents. This will give them

a further background and much broader data to support their study.

 42

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