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1.1. Introduction

Mobile phone is the first thing we touch in the morning and last thing we see before bed.

The development of mobile phones and technologies has been an extended history of innovation

and advancements cropped up due to dynamic changes in consumers’ needs and preferences.

Among these developments, mobile devices had one of the fastest household adoption rates of

any technology in the world’s modern history (Comer and Wickle, 2008). In present time,

mobile phones become very important part of human daily life and personal communication

edge to persuade consumers to choose their brand instead of other competitors. In influencing the

consumer’s buying decision, there are studies conducted to identify the factors that make

companies better than the others. These factors include; quality, price, brand name, memory,

style, phone functions, usability and entertainment (Ajaya Joshi; 2016; Zheng 2007, Huang,

2004)

Facing this reality, the researcher decided to conduct a new study, very similar and

connected to previous ones to know and to study the influencing factors on consumers’ buying

behavior of mobile phones in Bulacan State University, BSMath Business Applications students.

The researchers’ objective is to know the factors that underlying a person’s decision in

choosing a mobile phone(s) to use. At the end of this study, it will be possible to know the

perspective of the third year BSMBA students in choosing their mobile phones.

1

1.2. Background of the Study

The researcher chose this topic as being a millennial, mobile phone is known as the most

influencial thing that most of people wants to acquire. It is evident that today’s generation, most

The title of this research came from the paper written last 2016. According to the said

study, the quality and the price of the mobile phone have impact on consumer’s buying decision.

Aside from this, other studies having the same subject were also been used by the researcher.

The difference is that in this study, the researcher used different respondents. It aimed to

assess the perspective of the third year BSMBA students in Bulacan State University on factors

The purpose of this study is to know the influencing factors on buying behavior of mobile

phones in third year BSMath Business Applications students of Bulacan State University. It is

What are the influencing factors on consumer’s buying decision of mobile phones?

1.4. Hypotheses

H1: The quality have a positive influence on the consumer’s mobile phone buying

decision.

2

H2: Price has a positive influence on consumer’s mobile phone buying behavior.

H3: Phone function ( Camera quality, Resolution and Loudspeaker ) have a positive

H4: Product usability ( Internet Connection and Battery Life ) have huge impact on

mobile phones before purchasing. The results are expected to benefit the following:

BSMBA Third Year Students. The study will benefit the students and the youths on

how they will purchase a product specifically mobile phone. Through this study they will be able

to identify a particular and important factor that must be consider before purchasing.

identify the needs and wants of the consumer. Through this study they will be able to innovate

Consumers. Using this research it will help them how to make proper decision before

purchasing a product. They will able to tell the manufacturers on what are the phone they are

wishing for.

Future researcher. This study can serve as a guide for the future researcher and will

help them to come up for more important information that will lead for more efficient study.

3

1.6. Objectives of the Study

consumer’s buying decision in perspective of BSMBA 3rd year students. This study will provide

significant informations to the phone manufacturers to know the consumer’s preferences and

The study focused on how important are the said factors; quality, price, brand, memory,

style, phone function, usability and entertainment to the third year BSMBA students. Due to

limited time, the researcher randomly selected 86 students as respondents. They are strictly third

This research limits only in Bulacan State University and to the BSMBA third year

students. This study considers the perspective of BA third year students about the behavior of

The following terms were provided by the researcher for the further understanding of the

research:

intentions, and decision regarding the consumer’s behavior in the marketplace when

4

Mobile Phone- is a portable telephone that can make and receive calls over a radio

frequency link while the user is moving within a telephone service area.

5

CHAPTER III

Applications students in Bulacan State University, the researcher decided to used quantitative

model. Survey form is being used to gathered quantitative datas on the different perspective of

the respondents about the influencing factors on consumer’s buying behavior of mobile phones.

3.1.1. Survey

The researcher conducted a survey strictly for the third year BSMBA students in Bulacan

To start, the researcher think of what kind of survey to be used. Traditional survey form

was used afterwards. The researcher also think of who will be the respondents of the study. With

The researcher also think of what type of questionnaire to be used. And also the questions

to be included in the survey form. It ended up with the used of Likert scale questionnaire.

3.2. Respondents

The target population of this study is the third year BSMBA students of Bulacan State

University with a count of 110. The researcher came up with 78% of the population which is 86.

This sample is determined with ±5.0% margin of error. This is due to limited time and resources

the researcher had. The computation of the sample size is shown as follows:

6

Slovin’s Formula

𝑵

n=

𝟏+𝑵𝒆²

𝟏𝟏𝟎

n= n = sample size

𝟏+(𝟏𝟏𝟎)(𝟓%)²

N = population size

𝟏𝟏𝟎

n= e = margin of error

𝟏+𝟎.𝟐𝟕𝟓

𝟏𝟏𝟎

n=

𝟏.𝟐𝟕𝟓

n = 86.27 or 86 samples

Primary Sources

In gathering data, the researcher conducted surveys that the researcher himself developed

with the guidance of previous related studies. The survey form consists of qualitative questions.

These were used by the researchers in collecting reliable data. (Refer to Appendix A for the

survey form)

Secondary Sources

The researcher used existing related studies as references in gathering additional data.

Dating from year 2004-2016, these studies had relevance to this research and were reliable since

the individuals who conducted the previous studies had the chance to interview and gather much

reliable data from the people who were greatly connected to the topic.

7

3.4. Research Design

The researcher utilized a descriptive method of research in conducting the study. The

method was used to find existing facts that shall serve as an data process in the research.

Descriptive research are valuable in providing facts on which scientific judgment may be based,

Percentage

In analyzing the data gathered from the survey, statistical treatments were used. The

x = respondent’s answer

∑ 𝒙 = sum of answers

∑𝒙

Percentage = × 100

𝑻

T = total number of

respondents

Mean

This is the most popular and commonly used measure of central tendency, also known as

the average. It is the sum of all given values in a distribution divided by the number of

observations.

8

POPULATION MEAN:

μ = Population Mean

μ = ( Σ Xi ) / N ( Σ Xi ) = some of all scores in

the population

N= total number of individuals

or cases in the population.

SAMPLE MEAN:

x̄ = ( Σ xi ) / n x̄ = Sample Mean

( Σ xi ) = sum of all x values

n = number of items in the

sample

Mode

The "mode" is the value that occurs most often. If no number in the list is repeated, then

Correlation/Pearson R

Correlation is a statistical technique that can show whether and how strongly pairs of

9

CHAPTER IV

This part is about the data gathered through the questionnaires. The data gathered are

being discussed with the use of Statistical Package for Social Sciences (SPSS). The results can

help the readers to see and to know the different calculations of data gathered and it can be use to

know the respondent’s profile and their behavior on purchasing a mobile phone.

4.1.1 Respondents

AGE

Frequenc Valid Cumulative

N Valid 86 y Percent Percent Percent

Missing 0 Valid 18 15 17.4 17.4 17.4

Mean 19.13 19 59 68.6 68.6 86.0

Mode 20 8 9.3 9.3 95.3

19

21 1 1.2 1.2 96.5

Std. Deviation 1.300 22 2 2.3 2.3 98.8

Variance 27 1 1.2 1.2 100.0

1.689 Total

86 100.0 100.0

Table 1 shows that there is 68.6% whose age is 19, 17.4% whose age is 18, 9.3% whose

age is 20, 2.3% whose age is 22, and the respondents whose age is 21 and 27 respectively has the

same percentage of 1.2%. Also, based on the other table, it seen that the mode is 19 which has

10

GENDER

Gender of Respondents

N Valid 86

Missing 0 Frequen Percen Valid Cumulative

Mean 1.73 cy t Percent Percent

Mode 2 Vali Male

Std. Deviation .445 23 26.7 26.7 26.7

d

Variance Femal

63 73.3 73.3 100.0

.198 e

Total

86 100.0 100.0

Table 2 shows that there are 73.3% of females and 26.7% of males out of 86 respondents.

And also on the other table it seen that the mode is 2 which represents female.

11

4.1.2 Interpretation of Data Gathered

FREQUENCY

Table 3. QUALITY

y Percent Percent Percent

Valid Somewhat

1 1.2 1.2 1.2

Important

Very Important 11 12.8 12.8 14.0

Extremely

74 86.0 86.0 100.0

Important

Total 86 100.0 100.0

Table 3 shows the frequency of those who responded on how consumer take the quality

on consideration in purchasing a mobile phone. It can be seen that 86% being the highest

answered extremely important. The lowest percentage is 1.2% whose answer is somewhat

important.

Table 4. PRICE

y Percent Percent Percent

Valid Somewhat

9 10.5 10.5 10.5

Important

Very Important 37 43.0 43.0 53.5

Extremely

40 46.5 46.5 100.0

Important

Total 86 100.0 100.0

Table 4 shows the frequency of those who responded on how important the price of the

phone when purchasing it. Table 4 shows that 46.5% answered Extremely important while 43%

answered very important. So that we can conclude that most of the respondents gives importance

12

Table 5. BRAND

Valid Cumulative

Frequency Percent Percent Percent

Valid Not Important 1 1.2 1.2 1.2

Slightly Important 1 1.2 1.2 2.3

Somewhat

23 26.7 26.7 29.1

Important

Very Important 26 30.2 30.2 59.3

Extremely

35 40.7 40.7 100.0

Important

Total 86 100.0 100.0

Table 5 shows how consumer take the brand name of mobile phones into consideration.

As table shows, it can be seen that 40.7% responded extremely important, 30.2% for very

important and 26.7% for somewhat important. As the table show, many consumer gives

importance to the brand name so much but some answered not important.

Table 6. MEMORY

y Percent Percent Percent

Valid Slightly Important 2 2.3 2.3 2.3

Somewhat

5 5.8 5.8 8.1

Important

Very Important 23 26.7 26.7 34.9

Extremely

56 65.1 65.1 100.0

Important

Total 86 100.0 100.0

Table 6 corresponds to the respondents’ answer about the memory of the phone. If how

they rate the importance of the memory when choosing a mobile phone. It can be seen that

13

65.1% answered extremely important. Meaning to say most of the respondents take the memory

Table 7. DESIGN

y Percent Percent Percent

Valid Slightly Important 2 2.3 2.3 2.3

Somewhat

15 17.4 17.4 19.8

Important

Very Important 32 37.2 37.2 57.0

Extremely

37 43.0 43.0 100.0

Important

Total 86 100.0 100.0

Table 7 is about the design of the phone. Design is under the factor “style”. The

respondents are requested to give their rate on how they give significance on the design of the

phone when purchasing one. Table 7 shows that 43% of the respondents answered extremely

y Percent Percent Percent

Valid Slightly Important 9 10.5 10.5 10.5

Somewhat

26 30.2 30.2 40.7

Important

Very Important 33 38.4 38.4 79.1

Extremely

18 20.9 20.9 100.0

Important

Total 86 100.0 100.0

Table 8 is about Large Screen. It is also under the factor “style”. This is to know if the

respondents choose a mobile phone with a large screen or not. But here in the data gathered it

14

can be seen that the percentage of each rate is quite the same. The highest rate is 38.4% which

datas it may conclude that most of the consumer don’t buy phones just for the large screen factor.

y Percent Percent Percent

Valid Somewhat

5 5.8 5.8 5.8

Important

Very Important 24 27.9 27.9 33.7

Extremely

57 66.3 66.3 100.0

Important

Total 86 100.0 100.0

Table 9 talks about the phone’s camera quality. The table shows 66.3% answered

extremely important. So meaning to say, consumers look and check the camera quality before

purchasing. It can be seen that camera quality has a big impact to the mobile phone consumers.

y Percent Percent Percent

Valid Somewhat

8 9.3 9.3 9.3

Important

Very Important 29 33.7 33.7 43.0

Extremely

49 57.0 57.0 100.0

Important

Total 86 100.0 100.0

Table 10 shows the frequency of whom answered how important is the resolution of the

phone when purchased. The table shows that 49 out of 86 respondents answered extremely

15

important. While there is 8 respondents who does not give so much importance when it comes to

y Percent Percent Percent

Valid Not Important 1 1.2 1.2 1.2

Somewhat

12 14.0 14.0 15.1

Important

Very Important 35 40.7 40.7 55.8

Extremely

38 44.2 44.2 100.0

Important

Total 86 100.0 100.0

Table 11 shows the frequency of the respondents who answered the question regarding

the importance of loudspeaker when purchasing a mobile phone. From the table it can be seen

that 44.2% and 40.7% answered extremely important and very important respectively. Meaning,

the respondents are really giving importance to the class of speaker. Also 12 out of 86 answered

somewhat important.

y Percent Percent Percent

Valid Somewhat

1 1.2 1.2 1.2

Important

Very Important 14 16.3 16.3 17.4

Extremely

71 82.6 82.6 100.0

Important

Total 86 100.0 100.0

Table 12 shows the respondents’s rate on how they give importance on the data

16

may conclude that those who answered extremely important are into internet. 1.2% answered

y Percent Percent Percent

Valid Somewhat

1 1.2 1.2 1.2

Important

Very Important 6 7.0 7.0 8.1

Extremely

79 91.9 91.9 100.0

Important

Total 86 100.0 100.0

Table 13 presents the respondent’s answer about the battery life. It can be seen at the

table that 91.9% or almost all of the respondents answered extremely important. And 1 out of 86

y Percent Percent Percent

Valid Not Important 1 1.2 1.2 1.2

Slightly Important 8 9.3 9.3 10.5

Somewhat

27 31.4 31.4 41.9

Important

Very Important 25 29.1 29.1 70.9

Extremely

25 29.1 29.1 100.0

Important

Total 86 100.0 100.0

Table 14 shows the frequency of the respondent’s answer on how they rate the

importance of the games when purchasing a mobile phone. Game is under the entertainment

factor. On the table it can be seen that 29.1% answered extremely important which is equal to the

17

percentage of whom answer is very important. The highest percentage is 31.4% who answered

somewhat important.

y Percent Percent Percent

Valid Somewhat

5 5.8 5.8 5.8

Important

Very Important 22 25.6 25.6 31.4

Extremely

59 68.6 68.6 100.0

Important

Total 86 100.0 100.0

Table 15 shows the frequency of the respondent’s answer about the document

reading/editing. The highest rate is 68.6% which is equal to 59 respondents who answered

extremely important. 5.8% is the lowest rate who answered somewhat important.

18

4.1.3 CORRELATION

Descriptive Statistics

Std.

Mean Deviation N

Age of

Respondents 19.13 1.300 86

QUALITY 4.85 .392 86

Correlations

Age of Respondents QUALITY

Age of Respondents Pearson Correlation 1 -.008

Sig. (2-tailed) .943

N 86 86

QUALITY Pearson Correlation -.008 1

Sig. (2-tailed) .943

N 86 86

Ho: There is no relationship between the age of the respondents and the quality of the

phone.

Ha: There is a relationship between the age of the respondents and the quality of the

phone.

Interpretation: Since the p-value is .943 which is greater than the level of significance at

0.05, it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

19

Table 17. AGE AND PRICE

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

PRICE 4.36 .667 86

Correlations

Age of

Respondents PRICE

Age of Respondents Pearson Correlation

1 -.067

Sig. (2-tailed) .538

N 86 86

PRICE Pearson Correlation

-.067 1

Sig. (2-tailed) .538

N 86 86

Ho: There is no relationship between the age of the respondents and the price of the

phone.

Ha: There is a relationship between the age of the respondents and the price of the phone.

Interpretation: Since the p-value is .538 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

20

Table 18. AGE AND BRAND

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

BRAND 4.08 .910 86

Correlations

Age of Respondents Pearson Correlation

1 .001

Sig. (2-tailed) .992

N 86 86

BRAND Pearson Correlation

.001 1

Sig. (2-tailed) .992

N 86 86

Ho: There is no relationship between the age of the respondents and the brand of the

phone.

Ha: There is a relationship between the age of the respondents and the brand of the

phone.

Interpretation: Since the p-value is .992 which is greater than the level of significance at

0.05, it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

21

Table 19. AGE AND MEMORY

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

MEMORY 4.55 .714 86

Correlations

Age of

Respondents MEMORY

Age of Respondents Pearson Correlation

1 -.076

Sig. (2-tailed) .485

N 86 86

MEMORY Pearson Correlation

-.076 1

Sig. (2-tailed) .485

N 86 86

Ho: There is no relationship between the age of the respondents and the memory of the

phone.

Ha: There is a relationship between the age of the respondents and the memory of the

phone.

Interpretation: Since the p-value is .485 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

22

Table 20. AGE AND DESIGN

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

DESIGN 4.21 .813 86

Correlations

Age of

Respondents DESIGN

Age of Respondents Pearson Correlation

1 .119

Sig. (2-tailed) .275

N 86 86

DESIGN Pearson Correlation

.119 1

Sig. (2-tailed) .275

N 86 86

Ho: There is no relationship between the age of the respondents and the design of the

phone.

Ha: There is a relationship between the age of the respondents and the design of the

phone.

Interpretation: Since the p-value is .275 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

23

Table 21. AGE AND LARGE SCREEN

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

LARGE SCREEN 3.70 .921 86

Correlations

Age of

Respondents LARGE SCREEN

Age of Respondents Pearson Correlation

1 .219*

Sig. (2-tailed) .042

N 86 86

LARGE SCREEN Pearson Correlation

.219* 1

Sig. (2-tailed) .042

N 86 86

*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the age of the respondents and the screen size of the

phone.

Ha: There is a relationship between the age of the respondents and the screen size of the

phone.

Interpretation: Since the p-value is .042 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the age of the

24

Table 22. AGE AND CAMERA QUALITY

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

CAMERA

4.60 .600 86

QUALITY

Correlations

Age of CAMERA

Respondents QUALITY

Age of Respondents Pearson Correlation

1 .066

Sig. (2-tailed) .548

N 86 86

CAMERA QUALITY Pearson Correlation

.066 1

Sig. (2-tailed) .548

N 86 86

Ho: There is no relationship between the age of the respondents and the camera quality of

the phone.

Ha: There is a relationship between the age of the respondents and the camera quality of

the phone.

Interpretation: Since the p-value is .548 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

25

Table 23. AGE AND RESOLUTION

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

RESOLUTION 4.48 .664 86

Correlations

Age of

Respondents RESOLUTION

Age of Respondents Pearson Correlation

1 .051

Sig. (2-tailed) .640

N 86 86

RESOLUTION Pearson Correlation

.051 1

Sig. (2-tailed) .640

N 86 86

Ho: There is no relationship between the age of the respondents and the resolution of the

phone.

Ha: There is a relationship between the age of the respondents and the resolution of the

phone.

Interpretation: Since the p-value is .640 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

26

Table 24. AGE AND LOUD SPEAKER

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

LOUD SPEAKER 4.27 .789 86

Correlations

Age of

Respondents LOUD SPEAKER

Age of Respondents Pearson Correlation

1 -.172

Sig. (2-tailed) .114

N 86 86

LOUD SPEAKER Pearson Correlation

-.172 1

Sig. (2-tailed) .114

N 86 86

Ho: There is no relationship between the age of the respondents and the range of the

speaker.

Ha: There is a relationship between the age of the respondents and the range of the

speaker.

Interpretation: Since the p-value is .114 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

27

Table 25. AGE AND INTERNET CONNECTION

Descriptive Statistics

Std.

Mean Deviation N

Age of Respondents 19.13 1.300 86

INTERNET

4.81 .420 86

CONNECTION

Correlations

Age of INTERNET

Respondents CONNECTION

Age of Respondents Pearson Correlation

1 -.021

Sig. (2-tailed) .851

N 86 86

INTERNET CONNECTION Pearson Correlation

-.021 1

Sig. (2-tailed) .851

N 86 86

Ho: There is no relationship between the age of the respondents and the importance of

Ha: There is a relationship between the age of the respondents and the importance of

Interpretation: Since the p-value is .851 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the importance of having internet connection of the phone.

28

Table 26. AGE AND BATTERY LIFE

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

BATTERY LIFE 4.91 .330 86

Correlations

Age of

Respondents BATTERY LIFE

Age of Respondents Pearson Correlation

1 -.027

Sig. (2-tailed) .807

N 86 86

BATTERY LIFE Pearson Correlation

-.027 1

Sig. (2-tailed) .807

N 86 86

Ho: There is no relationship between the age of the respondents and the battery life of the

phone.

Ha: There is a relationship between the age of the respondents and the batter life of the

phone.

Interpretation: Since the p-value is .807 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

29

Table 27. AGE AND GAMES

Descriptive Statistics

Std.

Mean Deviation N

Age of

19.13 1.300 86

Respondents

GAMES 3.76 1.017 86

Correlations

Age of

Respondents GAMES

Age of Respondents Pearson Correlation

1 -.083

Sig. (2-tailed) .448

N 86 86

GAMES Pearson Correlation

-.083 1

Sig. (2-tailed) .448

N 86 86

Ho: There is no relationship between the age of the respondents and the importance of

Ha: There is a relationship between the age of the respondents and the importance of

Interpretation: Since the p-value is .448 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

30

Table 28. AGE AND DOCUMENT READING/EDITING

Descriptive Statistics

Std.

Mean Deviation N

Age of Respondents 19.13 1.300 86

DOCUMENT

4.63 .595 86

READING/EDITING

Correlations

DOCUMENT

Age of READING/EDIT

Respondents ING

Age of Respondents Pearson Correlation

1 -.257*

Sig. (2-tailed) .017

N 86 86

DOCUMENT Pearson Correlation

-.257* 1

READING/EDITING

Sig. (2-tailed) .017

N 86 86

*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the age of the respondents and the importance of

Ha: There is a relationship between the age of the respondents and the importance of

Interpretation: Since the p-value is .017 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the age of the

31

4.1.3 CORRELATION

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

QUALITY 4.85 .392 86

Correlations

Gender of

Respondents QUALITY

Gender of Respondents Pearson Correlation

1 .035

Sig. (2-tailed) .747

N 86 86

QUALITY Pearson Correlation

.035 1

Sig. (2-tailed) .747

N 86 86

Ho: There is no relationship between the gender of the respondents and the quality of the

phone.

Ha: There is a relationship between the gender of the respondents and the quality of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

32

Table 30. GENDER AND PRICE

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

PRICE 4.36 .667 86

Correlations

Gender of

Respondents PRICE

Gender of Respondents Pearson Correlation

1 .091

Sig. (2-tailed) .406

N 86 86

PRICE Pearson Correlation

.091 1

Sig. (2-tailed) .406

N 86 86

Ho: There is no relationship between the gender of the respondents and the price of the

phone.

Ha: There is a relationship between the gender of the respondents and the price of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

33

Table.31 GENDER AND BRAND

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

BRAND 4.08 .910 86

Correlations

Gender of

Respondents BRAND

Gender of Respondents Pearson Correlation

1 -.091

Sig. (2-tailed) .406

N 86 86

BRAND Pearson Correlation

-.091 1

Sig. (2-tailed) .406

N 86 86

Ho: There is no relationship between the gender of the respondents and the brand of the

phone.

Ha: There is a relationship between the gender of the respondents and the brand of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

34

Table. 32 GENDER AND MEMORY

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

MEMORY 4.55 .714 86

Correlations

Gender of

Respondents MEMORY

Gender of Respondents Pearson Correlation

1 .132

Sig. (2-tailed) .225

N 86 86

MEMORY Pearson Correlation

.132 1

Sig. (2-tailed) .225

N 86 86

Ho: There is no relationship between the gender of the respondents and the memory of

the phone.

Ha: There is a relationship between the gender of the respondents and the memory of the

phone.

Interpretation: Since the p-value is .225 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

35

Table 33. GENDER AND DESIGN

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

DESIGN 4.21 .813 86

Correlations

Gender of

Respondents DESIGN

Gender of Respondents Pearson Correlation

1 .091

Sig. (2-tailed) .403

N 86 86

DESIGN Pearson Correlation

.091 1

Sig. (2-tailed) .403

N 86 86

Ho: There is no relationship between the gender of the respondents and the design of the

phone.

Ha: There is a relationship between the gender of the respondents and the design of the

phone.

Interpretation: Since the p-value is .403 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

36

Table 34. GENDER AND LARGE SCREEN

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

LARGE SCREEN 3.70 .921 86

Correlations

Gender of LARGE

Respondents SCREEN

Gender of Respondents Pearson Correlation

1 -.085

Sig. (2-tailed) .438

N 86 86

LARGE SCREEN Pearson Correlation

-.085 1

Sig. (2-tailed) .438

N 86 86

Ho: There is no relationship between the gender of the respondents and the screen size of

the phone.

Ha: There is a relationship between the gender of the respondents and the screen size of

the phone.

Interpretation: Since the p-value is .438 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

37

Table 35. GENDER AND CAMERA QUALITY

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

CAMERA

4.60 .600 86

QUALITY

Correlations

Gender of CAMERA

Respondents QUALITY

Gender of Respondents Pearson Correlation 1 .216*

Sig. (2-tailed) .046

N 86 86

CAMERA QUALITY Pearson Correlation .216* 1

Sig. (2-tailed) .046

N 86 86

*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the gender of the respondents and the camera

Ha: There is a relationship between the gender of the respondents and the camera quality

of the phone.

Interpretation: Since the p-value is .046 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the gender of the

38

Table 36. GENDER AND RESOLUTION

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

RESOLUTION 4.48 .664 86

Correlations

Gender of

Respondents RESOLUTION

Gender of Respondents Pearson Correlation

1 .118

Sig. (2-tailed) .279

N 86 86

RESOLUTION Pearson Correlation

.118 1

Sig. (2-tailed) .279

N 86 86

Ho: There is no relationship between the gender of the respondents and the resolution of

the phone.

Ha: There is a relationship between the gender of the respondents and the resolution of

the phone.

Interpretation: Since the p-value is .279 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

39

Table 37. GENDER AND LOUD SPEAKER

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

LOUD SPEAKER 4.27 .789 86

Correlations

Gender of LOUD

Respondents SPEAKER

Gender of Respondents Pearson Correlation

1 -.162

Sig. (2-tailed) .135

N 86 86

LOUD SPEAKER Pearson Correlation

-.162 1

Sig. (2-tailed) .135

N 86 86

Ho: There is no relationship between the gender of the respondents and the range of the

speaker.

Ha: There is a relationship between the gender of the respondents and the range of the

speaker.

Interpretation: Since the p-value is .135 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

40

Table 38. GENDER AND INTERNET CONNECTION

Descriptive Statistics

Std.

Mean Deviation N

Gender of Respondents 1.73 .445 86

INTERNET

4.81 .420 86

CONNECTION

Correlations

Gender of INTERNET

Respondents CONNECTION

Gender of Respondents Pearson Correlation

1 .234*

Sig. (2-tailed) .030

N 86 86

INTERNET CONNECTION Pearson Correlation

.234* 1

Sig. (2-tailed) .030

N 86 86

*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the gender of the respondents and the importance of

Ha: There is a relationship between the gender of the respondents and the importance of

Interpretation: Since the p-value is .030 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the gender of the

41

Table 39. GENDER AND BATTERY LIFE

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

BATTERY LIFE 4.91 .330 86

Correlations

Gender of BATTERY

Respondents LIFE

Gender of Respondents Pearson Correlation

1 .149

Sig. (2-tailed) .171

N 86 86

BATTERY LIFE Pearson Correlation

.149 1

Sig. (2-tailed) .171

N 86 86

Ho: There is no relationship between the gender of the respondents and the battery life of

the phone.

Ha: There is a relationship between the gender of the respondents and the battery life of

the phone.

Interpretation: Since the p-value is .171 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

42

Table 40. GENDER AND GAMES

Descriptive Statistics

Std.

Mean Deviation N

Gender of

1.73 .445 86

Respondents

GAMES 3.76 1.017 86

Correlations

Gender of

Respondents GAMES

Gender of Respondents Pearson Correlation

1 -.068

Sig. (2-tailed) .534

N 86 86

GAMES Pearson Correlation

-.068 1

Sig. (2-tailed) .534

N 86 86

Ho: There is no relationship between the gender of the respondents and the importance of

Ha: There is a relationship between the gender of the respondents and the importance of

Interpretation: Since the p-value is .534 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

43

Table 41. GENDER AND DOCUMENT READING/EDITING

Descriptive Statistics

Std.

Mean Deviation N

Gender of Respondents 1.73 .445 86

DOCUMENT

4.63 .595 86

READING/EDITING

Correlations

DOCUMENT

Gender of READING/E

Respondents DITING

Gender of Respondents Pearson Correlation

1 .020

Sig. (2-tailed) .858

N 86 86

DOCUMENT Pearson Correlation

.020 1

READING/EDITING

Sig. (2-tailed) .858

N 86 86

Ho: There is no relationship between the gender of the respondents and the importance of

Ha: There is a relationship between the gender of the respondents and the importance of

Interpretation: Since the p-value is .858 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the importance of having a document reading/editing on the

phone.

44

FACTORS INFLUENCING CONSUMER

BUYING BEHAVIOR

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

For this, matrix style question was asked which had five options. They were: extremely

important, very important, somewhat important, slightly important, and not important. According

to the survey result, battery life of mobile phone is extremely important to the consumers which

is 92% of the 86 respondents, whereas games and large screen are not so important. Quality,

45

being the second to the highest percentage, 86% responded extremely important. Internet

connection also gives an important role being as the influential factors on consumers buying

behavior. Document reading/editing, camera quality, and memory have huge impact on

consumers. The percentage gathered are 69%, 66%, and 65% respectively and they are

somewhat similar. Price, which was believed to be extremely important factor is not considered

to be even very important when compared to brand, design, and loudspeaker. Also, it can be

concluded that consumers are willing to buy the mobile phone which is of high quality despite

46

CHAPTER IV

5.1. CONCLUSION

The main purpose of this study was to know and investigate the underlying factors that

determine the mobile phone buying behavior of consumers in perspective of BSMBA third year

students of Bulacan State University. The aim was to examine the purchasing behavior of

After analyzing the findings based on surveys conducted, the result shows that there is

really important and influencing factors on consumers’ buying decision of mobile phones. The

questions stated on Chapter I have been answered. The question: What are the influencing

factors on consumer’s buying decision of mobile phone? The finding shows that: Quality, price,

brand, memory, design, camera quality, resolution, loudspeaker, internet connection, battery life,

and document reading/editing are the most influential factors. While games and screen size are

not that important. Also it can be seen that the hypotheses stated in Chapter I, are also proven

true. The quality of the phone influenced the consumers in purchasing. Price affects the

consumers in buying decision. Consumers are willing to buy even the product is of high price for

a change of high quality. Camera is the most important function according to the data gathered.

Also in this chapter, we can conclude that there is a relationship between the age of the

respondents and some factors stated. According to the findings using correlation/Pearson R there

is relationship between the age of respondents and the screen size. Also there is relationship

between the age of respondents and having document reading/editing on the phone. Furthermore,

it was found out that there is relationship between the gender of respondents and some factors.

Those factors are the quality of the camera and having an internet connection of the phone.

47

5.2. RECOMMENDATIONS

After a thorough analysis of data, the following recommendations are hereby made:

1. To the mobile phone manufacturers that are interested to establish their market or those

who have already set the market but are planning to expand their business should focus

on their product quality and enhance the features. Companies should launch mobile

phone with better battery life as this could very beneficial to the consumers. Also they

should launch a mobile phone with a big memory capacity and a good and high quality of

camera as this could very beneficial to the consumers that are “selfie” addict. In addition

companies should also produce a mobile phone which can quickly access the internet

2. To the consumers that are planning to purchase a mobile phone, be aware that when you

purchase one with high quality it also in a high cost. So be willing to spend money for a

(a) Allot more time in conceptualizing. A month or two is not enough since you will

(b) In constructing the survey form, make questions that are related to the respondents’

confusion, and to prevent wrong response that will lead to inaccurate data.

(c) When gathering more data, it is better to have first-hand information for a more

accurate result.

48

APPENDICES

49

APPENDIX A

SURVEY FORM

College of Science

City of Malolos, Bulacan

Buying Behavior of Mobile Phones

(A research on the buying behavior of 3rd year BSMBA Students in Bulacan State University)

Course/Yr.&Sec.:____________________________Gender:________________________

QUESTION: How important are the following factors when you bought your mobile phone? Choose your answers by

putting a check on their respective boxes.

IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT

Quality

Price

Brand

Memory

Style:

Design

Large Screen

Phone Function:

Camera

Quality

Resolution

Loud-speaker

Usability:

Internet

Connection

Battery Life

Entertainment:

Games

Document

Reading/

Editing

_________________________

Signature

50

APPENDIX B

Some respondents answering the survey form in Room 206 of Federizo Hall

51

BIBLIOGRAPHY

WEBSITES

https://www.theseus.fi/bitstream/handle/10024/109259/Shrestha_Sabnam.pdf?sequence=

Mesay Sata Shanka (October 2013). “Factors Affecting Consumers’ Buying Behavior of Mobile

Phones.”

https://www.researchgate.net/publication/283016711_Factors_Affecting_Consumer_Buy

ing_Behavior_of_Mobile_Phone_Devices

Phones.”

http://www.theseus.fi/handle/10024/109259

Jonathan Comer and Thomas Wikle (February 10,2011). “Worldwide Diffusion of the Cellular

Tellephone, 1995-2005”

https://www.tandfonline.com/doi/abs/10.1080/00330120701836303

52

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