CONSUMER BUYING BEHAVIOR OF STUDENTS IN SELECTED NATIONAL HIGH

SCHOOLS IN THE SECOND CONGRESSIONAL DISTRICT OF ILOILO

Dr. Novelita J. Belmes

ABSTRACT

This study was conducted to determine the consumer’s buying behavior of students in
selected national high schools of the second congressional district of Iloilo. The preferred
commodities of the students based on their prioritized needs and wants, the students prevailing
buying behavior and the buying problems encountered were justified to answer the purpose of
the study.
The descriptive survey method of research using self-formulated questionnaire was
answered by the respondents who were the fourth year high school students of the second
congressional district of Iloilo. The result showed that the students prioritized buying the needed
school supplies, food and drinks, grooming aids, accessories, personal items and clothes, and
their prevailing buying behavior concentrated on problem recognition, consumer information
processing, evaluation of alternatives and purchase and post purchase evaluation. The buying
problem encountered by students were included and given proposals for improvement.
The study concluded that the consumer who is highly satisfied with the purchased made is
more likely to make a repeat purchase. The consumer is also inclined to endorse the product to
other students and friends. If the consumer is not fully satisfied, he/she is more likely to consider
other brands first before making a repeat purchase of the product first bought.

Keywords: consumer buying behavior

Research Methodology
The descriptive-survey method of research was used to explain the nature in utilizing the
statistical test, characteristics, relationships and differences of variables. Result of the survey
serves as basis for establishing status, inferences, factors associated with the data, and
comparison of data. The information obtained in the survey method provided a reference point
for analysis, classification and evaluation.
Out of five congressional district of Iloilo, second district chosen in this study which is
composed of eight municipalities was chosen as venue of study. The municipalities are
Alimodian, Leganes, Leon, New Lucena, San Miguel, Sta. Barbara and Zarraga.
Fourth year students were the respondents of the study because they are exposed to
economics and entrepreneurship subject. The Slovin’s formula was used in getting the sample.
Proportional random sampling using fish bowl method was used to pick out the respondents from
the group of population.

Instruments
Since the study is a descriptive survey, a researcher-formulated questionnaire based on
different sub-problems was used. Interview techniques to some respondent were done to gather
pertinent information about their responses.
 Validity and reliability to the questionnaire was established by the researcher. Content-
related evidence of validity was used. In reliability, the questionnaire was pre-tested to a group
of third year students to determine its internal consistency.

Data Analysis
The different formula used were simple percentage to determine the choices of
commodities preferred by the students based on their prioritized needs and wants and weighted
mean to determine the prevailing buying behavior of the students following the scale below:

Range Scale
3.25-4.00 Always Observed (AO)
2.50-3.24 Sometimes Observed (SO)
1.75-2.49 Seldom Observed (SeO)
1.00-1.74 Never Observed (NO)

Ranking was also used in the simple percentage which determined the order of the
percentage from highest to lowest.
The data presented and discussed were the preferred commodities of students based on
their prioritized needs and wants, the prevailing buying behavior, and the buying problems
encountered by the students.

SUMMARY OF FINDINGS

Preferred Commodities of the Students Based on their Prioritized Needs and Wants
In summary the preferred commodities of the students in school supplies were buying
bond paper by piece, pencils, cheap ball pens, gel pens and pentel pens. In food and drinks all
prioritized item such as fried chicken, pork chop, soft drinks, noodles, fried fish, and less
prioritized is champorado. In grooming aids, the priorities were body soaps, hair wax,
deodorants, colognes, body spray and body lotion. In personal items and accessories, the
priorities were cellphones, handkerchief, wrist watch and shoulder bag. In clothing the priorities
were ukay-ukay, RTW, branded, on sale items. Less priority is side walk sale items.

Prevailing Buying Behavior of Students

To summarize, the prevailing buying behavior of students was generally always observed.
It implies that the students observed keenly in order to purchase the right items that they
purchase as to the price, quality and purpose.

Buying Problems of Students

The ten buying behavior of that the students encountered. These were lack of money,
distance from stores or malls, out of stock items, overpricing, waste of time, unapproachable
sales ladies, dishonesty of cashier, expired items on sale, substandard items, and bullying of store
personnel to the students.