7 Manuscript

WESLEYAN
A METHODIST AUTONOMOUS UNIVERSITY

GRADUATE SCHOOL
Chapter 1
THE PROBLEM AND ITS SETTING
Introduction
According to Eddy Ng’s 2015 study of the generation Y,
the millennial generation or popularly called as the
“millennials”, is defined as a group of people born roughly
between 1980 and 2000 and is the most interesting and sought-
after generation today. The study described them as the
following:
As a generation, millennials are heavily influenced
by the trends that affected them and their boomer
parents, such as increase in divorce rates, greater
number of women participating in the labor force, and
rapid technological changes (Lancaster and Stillman,
2009; Statistics Canada, 2011a). Socioeconomically,
millennials were also raised in a relatively middle-
class environment, as the baby boomers were more
prosperous than their parents (Osberg, 2003). This has
led many commentators to characterize the Millennials as
spoiled and entitled (Howe and Strauss, 2000; Twenge,
2006). Millennials also have higher levels of post-
secondary education than earlier generations, with
younger women gaining an increasing share of university

1
WESLEYAN
GRADUATE SCHOOL
degrees and full- time work as opposed to men and women
in previous generations (Leete, 2006; Statistics Canada,
2011b; U.S. Census Bureau, 2012). Hence, they are more
likely to question everything, and have higher
expectations of themselves (Twenge and Campbell, 2008b),
but are also troubled in terms of fulfilling their career
goals (Deal et al., 2010; De Hauw and De Vos, 2010; Lyons
et al., 2012a). This generation is also among the most
ethnoculturally diverse (Pew Research Center, 2012). In
the United States, Mexican immigrants make up nearly 30
percent of all foreign- born residents, while Canada has
seen a sharp rise in the proportion of immigrants, with
the Asia Pacific region contributing over half of
immigrants to Canada (Asia Pacific Foundation of Canada,
2014; Terrazas and Batalova, 2007).
The millennials are more likely to have gone to school
with others who are racially or culturally different, and are
exposed to messages of diversity and inclusion. As a result,
there have been suggestions that Millennials hold more
egalitarian attitudes towards women and minority groups
(e.g., LGBTs) (Broido, 2004; Decoo, 2014; Ng and Wiesner,
2007). Millennials are also much more selective in their
geographic boundaries, preferring urban and suburban areas,

2
WESLEYAN
GRADUATE SCHOOL
which in turn affects the types of work (e.g., industries,
jobs) they perform (Foot, 2001). Given that the Millennials
number 50 million in the United States (Pew Research Center,
2012) and 9.1 million in Canada (Statistics Canada, 2011a),
they are expected to have as much impact as the Baby Boomers
in the labor market.
Millennials are the most talked about generation today
who were born with smartphones in their hands and immediate
access to the world’s information. They are by far the most
privileged generation being the ones who benefit from these
societal and technological revolutions and innovations.
They make up a large number of our population which
happens to be the biggest market too. According to an Article
by Fry (2016), millennials are on the cusp of surpassing Baby
Boomers as the nation’s largest living adult generation,
expected to overtake Boomers in population in 2019 as their
numbers swell to 73 million by 2028.
In the Philippines, Filipino Millennials make up 1/3 of
the country's total population. The city of San Jose alone
has a total of 40,263 Millennials, almost 30% of the city’s
population (according to the PSA). This means that they are
occupying a significant part of the workforce already,
shaping the direction of the economy. They are the

3
WESLEYAN
GRADUATE SCHOOL
people marketers try to entice and persuade. Their enormous
influence on the country's politics is undeniable, being the
preferred individuals for employment if not currently owning
a business (De La Cruz, 2016).
Given their growing numbers, millennials are becoming a
force to contend with and a market to consider and take care
of. De la Cruz (2016) described them as the decision makers
and game changers in society. The presence of millennials
and their impact in this world are undeniable and a smart
businessman would always see great potential and opportunity
in these kinds of novelty.
This study aims to identify and describe the profile of
a millennial and use their different profiles to determine
their preferred products as well as how they buy or purchase
products. This is to help marketers know their emerging and
growing clientele, helping them identify the specific
preferences and wants of the millennials as well as to
determine their buying behavior so that marketers learn to
optimize their strategies in providing products for this
generation. The goals and aims of this study are neither new
nor novel to the world of marketing, all and any business
always aims to learn all they can from their clientele. The
significant difference this study capitalized on is learning

4
WESLEYAN
GRADUATE SCHOOL
from the most vocal generation when information is easily
accessible.
Various resources were used to discover millennials’
preferences and needs, as well as gathering data from the
target market themselves. Several hypotheses were used to
help define the key explanation behind the respondents’
reasoning – “Is there a significant factor contributing to
their buyer behavior, or does the millennial’s purchasing
background provide clues or hints to their preferred
products?”
The main objective of this study is to be able to
identify the millennials’ product preferences and purchasing
behavior and employ these variables for the benefit of today’s
marketing industry.
Theoretical Framework
Growing and living in a rising economic community pointed
towards main aspects of product preferences and better access
to public information, millennials today are given an
environment where they are familiarized with informed buying
choices such as product comparison and quality-to-price
balancing. This study of product preferences and buying
behavior of millennials shall be based on three pillars of

5
WESLEYAN
GRADUATE SCHOOL
theory on their preferred buying choices and how they
categorize the products they purchase by comfort and needs.
Product preference in general is highly dependent on the
different necessities and obligations of the consumer. The
first theory, Maslow’s Hierarchy of Needs (E. Griffin, 2014)
suggests that humans’ innate curiosity revolves around five
stages of growth or development represented as a pyramid. The
first or the bottom level pertains to the (1) Physiological
needs, or existential needs for human survival such as water,
air, food, and sexual instinct. The second level is the (2)
Safety needs which are one’s needs of protection and security
after being satisfied with existential needs. (3) The Social
/ belonging needs are the need for interpersonal acceptance
and belongingness, including one’s friendships, intimacy and
family. Humans need to love and be loved – which plays a
significant factor in the next stage: (4) one’s esteem needs,
or the egotistical status needs to receive a sense of
recognition and respect from others. Some may gain self-
esteem through fame, appearance or their contributions to
society. Once satisfaction is guaranteed with one’s esteem,
they come to a point of (5) self-actualization. This last
stage of human need refers to one’s potential, and the desire
to accomplish everything that one can using that potential.

6
WESLEYAN
GRADUATE SCHOOL
Self-actualization includes the need to express one’s
individual values and may be shown through patronizing and
practicing activities that support said values.
In this theory Maslow theorized that people have to
fulfil their basic needs—like the need for food, water, and
sleep—before they can begin fulfilling higher-level needs.
In some cases, unlike product preference, buying
behavior may be driven not just by one’s overall needs, but
by impulse.
This leads to the need to consult the second theory,
Hawkins Stern Impulse Buying (G. Muruganantham1, Ravi Shankar
Bhakat1, 2013). Stern’s theory states that impulse buying, or
unplanned buying creates a highly-influenced shadow on one’s
daily purchases. There are four given classifications of
impulse buying: (1) Planned impulse buying, where one’s
buying is partially planned, on routine or based on an
everyday purchase. This maybe one’s way of sticking to the
list or having an unchanged preference of the product one
consumes on a day-to-day basis. (2) Reminded impulse buying
is concerned with the consumers who have unplanned or
unorganized product decisions, remembering only the needed
product after seeing one. (3) Suggested impulse buying is the
acceptance of a product that one may not usually buy as

7
WESLEYAN
GRADUATE SCHOOL
replacement to the usually-bought product. (4) Pure impulse
buying, however, is the purchase of a product done by pure
impulse, or immediate buying, despite its need or use to the
consumer’s concern.
These theories played a significant role in this study
- both proved the relevance of a millennial’s product
preference and buying behavior according to his/her needs.
The hierarchy of needs shows that preferences in buying
will help their well-being in different aspects through their
desired products; by buying the product’s brand name to fulfil
the consumer’s (1) esteem needs, as to feel a sense of
importance and respect the way the brand name is given its
own standards and reputation, buying the product’s quality to
improve one’s (2) safety needs, to assure that the material
the product is made of protects the consumer’s health and
security, or buying for the product’s price merely for one’s
(3) physiological or existential needs in order to sustain
one’s living, or buying for advocacy, or one’s need to express
themselves through (4) self-actualization, wanting to tell
that the product is who they are – vegan, indigenous, or pro-
women – to ensure an establishment of purpose in life.
Moreover, Hawkins Stern Impulse Buying Behavior shows
that a millennial’s product preferences may also vary by when

8
WESLEYAN
GRADUATE SCHOOL
and why one needs it: either by sticking to the list or (1)
planned impulse buying, where the product is bought as a
regular purchase, by needing something else or (2) reminded
impulse buying, where one remembers another needed product
after seeing the first-seen product, and needs convincing to
buy that product instead of the product one usually consumes,
or by buying occasionally (3) suggested impulse, where one
would sometimes allow to buy it despite it not being on the
planned list, or by buying immediately (4) pure impulse
buying, where one automatically purchases the product purely
on impulse.
Both theories give significant contributions to this
study in terms of the millennials’ purchasing behavior and
their reasons behind. Both imply that a millennial’s buying
behavior may not be solely unplanned decisions, or by whatever
they feel like needing – these two theories collapse into one
concept of millennials’ purchase decision-making, that
however the cause or the impact of the product on the
consumer, there is always a reason as to why; to feel
belonged, to acknowledge one’s self-esteem, or simply to
survive.
There is also a reason to how; by following a routine,
by suggesting a new approach to an item, or by immediate

9
WESLEYAN
GRADUATE SCHOOL
purchase. Hawkins’ and Maslow’s theories prove that most
millennials today may have been given a sophisticated
lifestyle, but in terms of buying, their reasons are still
simple – to satisfy their needs whenever they need it.
Another theory that drives this study is the Theories
of Consumption. Consumption spending is one of the key sectors
of the economy in any country. This expenditure is determined
by a number of items such as wealth, consumer credit,
expectations of employers about the future, consumers' wants,
capital. However, business income may be considered to be the
primary determinant of consumption. Scholars have developed
a number of theories to explain the nature of the individual's
consumption in any economy. These four theories are explained
in detail below.
The first theory is the perfect idea of income or
absolute income hypothesis. This theory was postulated by
Keynes. According to this conclusion, consumption depends on
the current level of disposable income. The free income
includes the total income of home or personal income taxes.
This theory also makes sense that consumption is directly but
not related to the current aggregate disposable income. It
therefore implies that the average consumption likelihood
(APC) decreases with income growth. The moderate leverage is

10
WESLEYAN
GRADUATE SCHOOL
represented as the amount of income that goes into
consumption. This assumption, the same change in consumption,
is based on the argument that consumer reaction to change is
not immediate but slow. This is because the change in earnings
is not permanent. So, it is possible to conclude that the
consumption of time is not only dependent on income over time
but also on the previous level of consumption.
The theory of relative consumption that James
Duesenberry expressed in 1949. This theory quotes two
attempts. This thought, that the nature of the individual's
consumption is united and the relationship of the workers
cannot be repeated overtime. The first faith – which believes
that the consumption of individuals is unite – is reasonable.
The ratio of income to income is the absolute income of an
individual as well as their full income relatives. Income
refers to the percentage position of an individual general
distribution within a community of one year. A person's income
increase is accompanied by a percentage increase, then the
individual will eat at least a fraction of that income. On
the other hand, if the percentage of the individual's position
remains similar through the passage of time, the individual
is left with the same percentage of their earnings despite
the changes in full income. The conclusion that consumption

11
WESLEYAN
GRADUATE SCHOOL
relationships will not change over time makes this theory as
the precursor of the precursor theory which is according to
this analysis, if income falls during cyclical downswing, the
result of reduced consumption is less than that. This is
because individuals base their consumption patterns on the
previous level of consumption. When the income increases, the
increase in profits will increase. But when the income falls
below the first peak, consumption will not fall. This results
in the expected effect of the ratchet.
Another theory is the Constant Thought-thinking that was
placed in front of Friedman in 1957. According to this theory,
consumption is based on permanent income. Permanent income is
described as the present value of the expected long-term
revenue growth. It further argues that permanent consumption
is the opposite of permanent income. It also suggests that
the ratio of permanent consumption to consumption is always
in full income. Estimated income is considered to be made by
two components – permanent income and past income. Passing is
a temporary unexpected increase or decrease in income. This
is the difference between a measured income and a permanent
income. Transit income may be positive, negative or zero and
thus the amount of transitory income for a group of people
may be zero. As measured by revenue, the measure of

12
WESLEYAN
GRADUATE SCHOOL
consumption is the composition of the two components –
measured consumption and proper consumption. Estimated
consumption is the budgeted cost of spending while the
consumption expenditure is neither a plan nor a temporary
increase or decrease in consumption level. Permanent
consumption is a duty of permanent income while long-term
consumption is a duty of passing income. The general
consumption of a home for a group of people is as much as we
are equal to zero.
The final theory is the Life Cycle Thinking of Life.
This theory is continued by Modiglani, Ando and Brumberg.
This theory reasoned that consumption depends on the expected
course of disposable income in the long term and the present
value of wealth. It also suggests that individuals may be
extending the present value of all rivers in future earnings
for their entire lives. Thus, it concludes that consumption
is a purpose of life-long income. During the first years of
life of any individual they are net borrowers which means
that their consumption has surpassed their income. They
borrow to ruin and build human capital. In the middle of the
year, they are net savers, their earnings surpass their
consumption. At this stage, they pay and spend for future
consumption, investment and housing. In the last years of a

13
WESLEYAN
GRADUATE SCHOOL
person's life, they are stubbornly unable to act, that their
consumption is losing money. They spend on savings, pensions
and social security funds. This suggests that the average
view of admission is high in the early and late life of a
person. This is the reason for an unequal income relationship
and consumption for a short period of time. But for a long
time, consumption is a proportion of the revenue.
Conceptual Framework
As a budding market, the millennial generation proves to
be a promising venture in the consumer industry. They are the
most frequent buyers and spenders and are therefore the ideal
market to study and prepare for. Granted their unique and
diverse upbringing, millennials are a very complicated market
to be studied not to mention a novel market where very few
local researches have been made about. This study aimed to
answer the concerns on local researches regarding the
millennials as a market.
Three concepts were measured against each other in this
study namely: the profile of the millennials as the
respondents, their product preference and their buying
behavior. These concepts will then be used to create a
comprehensive profile of the millennials with their product
14
WESLEYAN
GRADUATE SCHOOL
preferences, therefore ‘categorizing’ these preferences.
Afterwards, this profile was compared to the new profile with
the different buying behaviors to create a better view of the
Millennial generation and the plausible marketing strategies
for them.
The profiling of the respondents demographically, socio-
graphically, behaviorally, psycho-graphically and
geographically was able to identify and describe the
different backgrounds and profiles of the millennials in this
aspect of study.
Demographic profiling includes characteristics such
as age, sex, education level, income level, marital status,
occupation, and religion. Such demographic data were vital in
categorizing the respondents’ socio-economic status and well-
being. Socio-graphics and psychographics, including the
respondent’s specific values and behavior, were used to
determine the profiles of the consumers’ buying behavior and
how it affects their preferences towards products. Geographic
profiling, which contains data such as the respondent’s
geographical location, was used to determine the respondent’s
proximity to the marketplace.
Having gathered information on the respondents’ profiles
and product preference, the study then created a

15
WESLEYAN
GRADUATE SCHOOL
comprehensive categorizing profile clustering them according
to their product preferences.
Included in categorizing and classifying the factors
responsible for the consumer’s product preferences were price
(the monetary value placed in exchange for the product),
quality (the level of excellence or condition of the product),
familiarity (refers to the customer’s familiarity with a
given product by virtue of social influence), brand name (the
manufacturer or creator’s public name), and advocacy (refers
to the product’s support for or recommendation of a particular
cause or policy).
The study also created a comprehensive profile
categorizing the Millennials according to their buying
behavior, including affecting factors namely: pure impulse
(buying a product out of impulse, paying little attention to
its quality or price), suggested impulse (seeing a new product
and purchasing it despite its unfamiliarity), reminded
impulse (buying a product after being reminded of another
product the consumer is familiar with), and planned impulse
buying (buying a product out of routine and/or consistency of
buying the product).
To validate, all the mentioned factors in measuring the
millennials are their actual buying behaviors. Buying

16
WESLEYAN
GRADUATE SCHOOL
behavior will provide raw and real data as to how their
demography and product preference actually affect their
material decisions.
A profile was constructed considering all the factors
and variables discussed, providing a diverse profile of
different millennials with different combinations of product
preferences and buying behaviors and thus creating an
effective marketing strategy for them.
Finally, the implications of the study towards all
concerned sectors such as social and marketing sectors were
discussed.
17
WESLEYAN
GRADUATE SCHOOL
RESPONDENTS PROFILES
Demographic,
Sociographic,
Psychographic, and
Geographic
MARKETING
STRATEGIES
FOR
PRODUCT PREFERENCE TARGETING
Quality, Price, MILLENNIALS
Familiarity, Brand Name, OF SAN JOSE
Advocacy, Utility, CITY
Product Category
IMPLICATIONS
OF STUDY AS
BUYING BEHAVIOR TO SOCIAL
Planned Impulse, AND
Reminded Impulse, MARKETING
Suggested Impulse, Pure
Impulse ABILITY OF
COMPANIES
Figure 1. Conceptual Paradigm
18
WESLEYAN
GRADUATE SCHOOL
Statement of the Problem
In the figure shown above, the research paradigm suggests
that millennials’ different product preferences may indicate
their buying behaviors. Socio-demographic profiles of
different millennials may also contribute to buying
behaviors, more so when they are grouped with those people of
similar interests with respect to their age, financial status
and occupation.
The study aimed to describe the product preferences and
buying behavior of millennials and the relationship between
the different factors that are at play. Specifically, this
study sought to answer the following questions.
1. How may the profile of the respondents be described in
terms of
1.1 demographic;
1.2 socio-graphic;
1.3 behavioral;
1.4 psychographic; and
1.5 geographic?
2. How may the product preferences of the respondents be
described according to
2.1 quality;
19
WESLEYAN
GRADUATE SCHOOL
2.2 price;
2.3 familiarity;
2.4 brand name;
2.5 advocacy;
2.6 utility; and
2.7 product category?
3. How may the buying behaviors of the respondents be
described in terms of
3.1 planned impulse;
3.2 reminded impulse;
3.3 suggested impulse; and
3.4 pure impulse?
4. Is there a significant relationship between
4.1 profile and product preference;
4.2 profile and buying behavior; and
4.3 product preference and buying behavior of the
respondents?
5. Is there a significant difference between
5.2 profile and buying behavior, and
respondents?
20
WESLEYAN
GRADUATE SCHOOL
6. What are the marketing strategies that maybe suggested
to target the millennial consumers in San Jose City?
7. What are the implications of the study on social and
marketing abilities of companies?
Hypothesis of the Study
These null hypotheses were used for this study.
1. There is no significant relationship between
respondents.
2. There is no significant difference between
respondents.
Significance of the Study
The mentioned statements discuss how millennials differ
in preferences and vary in behavioral buying. The findings of
this study play a role on how future economic leaders should
21
WESLEYAN
GRADUATE SCHOOL
act on issues regarding day-to-day product purchases and
unfamiliarity with new products.
This study is significant and beneficial to the
following:
Marketers and Advertisers. The findings presented assist
those who are new or experienced in business by establishing
a spectrum of preferences for each millennial limited to their
individual profile, while also depending greatly on the
buyer’s location. Sellers who are geographically placed in an
area with the majority of millennials who share similar
preferences and behaviors may use the data in this study to
identify and categorize their products according to the
buyer’s needs.
Retailers. The study benefits store owners on consumer
social responsibility and financial capability. A business
centered on an area where millennials prefer local and/or
affordable products can handle their production easily. A
business in urban and high-end areas would most likely have
a millennial market who consume reputable, high-quality and
mass-influenced products which some high-profiting companies
can produce regularly. Through this study, the sellers are
able to classify products that they can supply on an accepted
22
WESLEYAN
GRADUATE SCHOOL
basis, while millennials are still likely to purchase the
products in their area.
Millennial Consumers. The findings of this study will
help consumers realize that their buying behavior and product
preferences can better aid them in adjusting their purchasing
practices in the future. The findings of this study act as
guide to consumers in classifying and determining their
purchasing preferences and behavior which, in turn, will
sharpen their skills in proper product purchasing in the
marketplace. With these results the buyers make sense of how
they value their products and see what matters most to them
when purchasing specific products. The results can also alert
impulsive buyers of their behavior – which products are most
enticing to them and how it affects their product choices.
Academic Community. The accomplishments of this study
will also benefit future researchers in the marketing and
advertising fields who will be seeking similar studies
addressing product preference and buying behavior of
millennials.
23
WESLEYAN
GRADUATE SCHOOL
Scope and Delimitation of the Study
The study utilized descriptive-correlational method of
research. The descriptive part of the research provides a
detailed account of the profiles of the respondents, their
product preferences and buying behaviors. The correlational
part of the study provides detailed discussions on the
correlation of the variables.
This study surveyed 395 millennial respondents
representing varying demographic profiles of San Jose city
residents.
The researcher constructed a questionnaire which is
composed of five parts. The first part consists of the
respondents’ demographics. The second part consists of the
socio-graphics and psychographics while the third part
consists of the geographics. The fourth part of the
questionnaire measures the product preference while the fifth
part measures the buying behavior.
The questionnaire was distributed in the city of San
Jose by the researcher, data were collected by individually
approaching candidates for the study. Data were treated using
descriptive statistics like frequency, mean and percentage.
Spearman’s Rho and Analysis of Variance (ANOVA) were used to
24
WESLEYAN
GRADUATE SCHOOL
determine the relationships and differences between the
variables.
Definition of Terms
In order to understand the study, the following terms
are defined operationally as used in the study.
Advocacy. This is the product’s support for or
recommendation of a particular cause or policy.
Brand Name. The term used to refer to the manufacturer
or creator’s public name.
Buying Behavior. This refers to the study of
individuals, groups, or organizations and activities
associated with the purchase, including the consumer's
emotional, mental and behavioral responses that precede or
follow these activities.
Esteem need. Includes the egotistical / self-being
needs, or the need for respect, self-esteem, and self-
confidence.
Extrovert. This is the perceived self-reported,
extroverted personality type of the respondents.
Highest Educational Attainment. This identifies the
highest educational achievement of the respondents.
25
WESLEYAN
GRADUATE SCHOOL
Impulse Buying. When the consumer purchases with an
unplanned decision to buy a product or service.
Introvert. This is the perceived self-reported,
introverted personality type of the respondents.
Life style. The term used to describe the kind of
lifestyle orientation the respondent adheres to.
Love/belonging need. Includes all social interpersonal
needs, such as friendships, social groups, etc.
Millennial. Someone who is born in the years of
Generation Y, between the ages of 18 – 34 years when the study
was conducted.
Physiological / Existence needs. Includes all material
needs for everyday living, such as water, air, food, shelter,
etc.
Planned Impulse. When the consumer purchases a product
that was partially planned, on routine or based on an everyday
purchase.
Price. The monetary value placed in exchange for the
product.
Product Preference. The measure of product loyalty from
which the consumer chooses a particular product based off of
his or her own preferences.
26
WESLEYAN
GRADUATE SCHOOL
Pure Impulse. When a consumer purchases a product out of
impulse, paying little attention to its quality or price.
Quality. Refers to the level of excellence or condition
of the product.
Reminded Impulse. When a consumer purchases a product
after being reminded of another product the consumer is
familiar with.
Safety needs. Includes all physical, mental, financial
or intellectual security needs.
Self-actualization. The state of self-realization or the
need to accomplish something in life.
Suggested Impulse. When a consumer purchases a product
upon seeing a new product and purchasing it despite its
unfamiliarity.
Pure consumers. Consumers who buy products for their own
primary and/ or immediate consumption; assumed to be students
and or fresh graduates.
Apprehensive Consumers. Consumers who are very
apprehensive or have second thoughts about making purchases
due to their assumed inexperience in making many purchasing
decisions and new-found financial capability; assumed to be
young professionals or starting professionals.
27
WESLEYAN
GRADUATE SCHOOL
Sharing consumers. Consumers who share purchasing
responsibilities with fellow consumers in their immediate
circle or household, assumed to be managerial level
professionals with committed relationships or family
responsibilities.
Responsible consumers. Consumers who purchase products
for the use of individuals other than themselves, hence being
in charge of making responsible purchasing decisions; assumed
to be heads of families or bread winners.
Suburban. A completely residential area near the city.
Ambivert. A personality type that switches between
extrovert and introvert according to situations and
conditions.
Non-practicing. A person who does not practice the
religion they are born into, or does not believe in religion.
Work Affiliation. The respondent’s work background.
28
WESLEYAN
GRADUATE SCHOOL
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the related literature and studies used
in this study, after thorough and in-depth search done by the
researchers. This will also present the synthesis of the art,
theoretical and conceptual framework.
Product Preferences of Millennials
According to Berger (2017) millennials love diamonds and
buy more diamonds than any other generation—perhaps because
they are young and more millennials are getting engaged than
members of other generations. They are “core customers” of
fast food restaurants but do not like Big Macs and are
switching their allegiance to “fast casual” restaurants. They
also like to clip coupons and show a preference for small
grocery stores like Trader Joe’s instead of big box stores.
They also like news but don’t wish to pay for it by purchasing
newspapers. They keep up with the news by using the Internet,
social media, and television news shows such as those found
on CNN. They also like name brands such as Nike, Apple,
Samsung and Sony. A Goldman Sachs Global Investment (2015)
research entitled “Millennials Coming of Age” states that
they have been reluctant to buy items such as cars, music and
29
WESLEYAN
GRADUATE SCHOOL
luxury goods. Instead, they’re turning to a new set of
services that provide access to products without the burdens
of ownership, giving rise to what’s being called a “sharing
economy”. These two seemingly contradictory findings show how
diverse and complicated the Product Preference and consumer
mindset of millennials are. They are described as both
luxurious but also economically wise. Unlike any other
generation, who simply either want to own nice things or
secure a future for their families, millennials seem to want
the best of both worlds.
Another article states that millennials are at a stage
in life where they are beginning to establish more committed
and formal relationships, making decisions with longer-term
impact. The same is true for their approach to brands. Brands
they embrace now can often be brands that they will carry
with them for the foreseeable future (Office of National
Statistics Estimates, 2013). The findings show that
millennials are showing greater value for their
relationships, which is an important factor to consider.
30
WESLEYAN
GRADUATE SCHOOL
Buying Behavior of Millennials
As for their buying behavior, millennials tend to favor
useful and practical content posted by brands, such as special
offers, sales or discounts, insider access to new products,
and tips, tricks and tutorials (Gopinath, 2015).
Their buying behavior also reflects how they are being
raised by the internet. Millennials expect and demand to be
able to access any information they want or need immediately,
making them the most impatient customer. This correlates
directly with the transparency appreciation, be it a work-
related sphere or a purchasing act. Instant information flow
of the details of the operation is needed in order to gain
Millennials’ loyalty. On the other hand, this loyalty may be
easily lost if transparency is not provided sufficiently
and/or immediately. Millennials thrive to always realize the
direct point of where they are in any sort of relationship
(Feldmann et al. 2013, 18 and Pew Research Center 2010.)
While millennials have a reputation for being fixated on
technology, as a generation they still make most of their
purchases from brick and mortar stores and are willing to
engage with brands but only when relevant to the transaction
or shopping experience (Coupon Follow Research, 2017).
31
WESLEYAN
GRADUATE SCHOOL
These very diverse findings on millennials once again
prove that they are an interesting market and are in need of
further studies and understanding.
On Euromonitor’s study on the Seven Types of Consumers
(Holmes, 2015), different results were categorized through a
global survey presented to 16,300 people online, studying
each behavior and preferences through a spectrum of
convenience and shopping products. One of the summarized
results was the Impulse Buyer – a consumer will more likely
purchase any product by impulse, either for convenience or
for luxury. Another type of consumer was the Secure
Traditionist, one more likely to purchase a product within
his/her settled list, routinely done whenever needed. The
results of this online survey showed some similarities to the
study’s pilot test given to respondents in San Jose City,
Nueva Ecija ranging from ages 18 – 34. The objective of this
chapter was to be able to accomplish results as effective as
those of in the Euromonitor (2015) survey with a more
different approach, in order to discover the different types
of consumers in millennials in the city.
32
WESLEYAN
GRADUATE SCHOOL
Relationship of Buying Behaviors and Product Preferences of
Millennials
Although some may find product preference and buying
behavior alike in terms of purchase needs, the two could not
be contrasted in how they differ from each other, but instead
in how they work together as sources of every possible,
thinkable purchase.
Perception is how one interprets the world around them
and makes sense of it in their minds (Grimsley, 2018). A
person does so via stimuli which affect the different senses—
sight, hearing, touch, smell, and taste. How one combines
these senses also makes a difference. For example, in one
study (Ries, 2009), consumers were blindfolded and asked to
drink a new brand of clear beer. Most of them said the product
tasted like regular beer. However, when the blindfolds came
off and they drank the beer, many of them described it as
“watery” tasting.
Using different types of stimuli, marketing
professionals try to make consumers more perceptive to their
products whether one needs them or not (Blank, 2018).
Millennial consumers today are bombarded with all types of
marketing from every angle—television, radio, magazines, and
the Internet. The average person checks their phone 2,617

33
WESLEYAN
GRADUATE SCHOOL
times a day, over 5,000 if they are heavy users (Marchal,
2017) and it has been estimated that the average consumer is
exposed to about three thousand advertisements per day (Lasn,
1999). Millennials are multitasking more than the average
population - they surf the Internet, watch television, and
check their cell phones for text messages simultaneously
(Goldstein, 2017). All day, every day, the millennial
generation routinely and mindlessly receives information
without even realizing the fact that they do.
Smart marketing uses the knowledge and understanding of
consumer perception in hopes of changing at least one of the
factors of consumer purchase needs for the success of their
given product or service.
A lesson transcript published in sudy.com (Grimsley,
2018) defined buying behavior as the consumer's attitudes,
preferences, intentions, and decisions in the marketplace
when purchasing a product or service, while Product
Preference was defined as the desire to use a specific product
or service even when there are equally priced and/or equally-
available alternatives (Davis). For example, imagine a
millennial consumer seen in the marketplace going between two
similar products – their local organic cereal and popular
34
WESLEYAN
GRADUATE SCHOOL
branded oatmeal. Seeing that there are two factors needed as
subjects, both will undergo individual assessment.
Product preference takes place when the consumer decides
why they need the product. Do they favor Maslow’s Hierarchy
of Needs (Griffin, 2014), by choosing the branded product for
its reputation (esteem needs) and its quality (safety needs),
or rather the local organic cereal for its price
(physiological needs) and its statement through content
(self-actualization)?
Product preference in general not only affects the
consumer’s perception, but the overall decision of their
purchase – the consumer’s buying behavior (Driver, 2016).
This observation alone suggests that Product Preference
portrays a much bigger role in play of the marketing industry;
that knowing what the consumer chose and why it was chosen is
the first step to making a convenient and accessible purchase,
outranking buying behavior and its sole purpose to serve as
the thought process (Driver, 2016).
Buying behavior, on the other hand, controls when and
how the consumer buys the product (Arnold, 2017). If the
consumer purchases the product based on impulse as stated in
the Stern Impulse Buying Theory (Muruganantham1, Ravi Shankar
Bhakat1, 2013), then choosing between the cereal and oatmeal

35
WESLEYAN
GRADUATE SCHOOL
will either be sticking to the list (planned impulse), need
a little convincing on the unfamiliar, said-organic product
(reminded impulse), occasionally buy curiously for its
locality (suggested impulse) or immediately buy regardless of
its brand, price, quality or content (pure impulse). In this
scenario, buying behavior displays its impact on the
consumer’s Product Preferences (Gopinath, 2015). If not for
the consumer’s daily routine of choosing the local cereal,
then their buying behavior wouldn’t be by planned impulse. If
not for the consumer’s thrust for everything organic, then
they wouldn’t act on advocacy and immediately purchase. On
the observation of this second scenario, buying behavior
shows the after-effects of the consumer’s Product Preference,
making buying behavior the second relay step to a human
purchase. But the question remains: Where do they contrast?
Consumer perception comes with the contrast of buying
behavior and Product Preference by being the portal marketing
professionals use to convince the consumer into their
different Product Preferences (Simoes, 2008). Using the
illustration, when the millennial consumer scrolls through
their social media feed, advertisements about the all-new,
vegan-friendly Brand X hydro-energy bars pop up, catching
their attention. Once the ad is viewed, the consumer’s

36
WESLEYAN
GRADUATE SCHOOL
perception of the product will start to develop and it
heightens when the ad is seen multiple times. This will then
subconsciously convince the consumer into purchasing the
product and its benefits (Blank, 2018). When the ad is viewed
enough to be familiarized with the consumer, they then change
their Product Preferences from Popular-branded Oatmeal’s
well-known manufacturing or local Organic Cereal’s nutrition
content to the rising Brand X Hydro-Energy Bar. Once the
Product Preference is changed, then the buying behavior is
affected as well. What used to be planned impulse buying
became suggested impulse buying, all through consumer
perception.
Through this section a millennial consumer was able to
understand the reason behind their purchase or how they
thought of it: by the media’s way of sneaking in promotions
and advertisements everywhere we go, by consumer perception.
This alone becomes the game changer for product perception
and buying behavior. Consumer perception alone has the power
to revert one’s preference, affecting one’s impulse decisions
as well.
The contrast of the two, being product preference the
ultimate choice and buying behavior the after-effect, even
37
WESLEYAN
GRADUATE SCHOOL
with their working power is that another greater force is
behind, which is consumer perception.
Target Marketing and Marketing Segmentation
Target marketing selection is said to be one of the most
important decision for companies (Aghdaie, 2015) while market
segmentation aids in determining the right target consumers
(Larsen, 2010). Target marketing helps the company identify
and narrow down its marketing effort into a more specific and
more targeted group. There are many ways to help a company
identify their target market profile with the help of
variables such as demographics, psychographics, and lifestyle
(Tuckwell, 2014).
Winning specific market segmentation is a technique that
most marketing firms now think to be an urgent and very
relevant practice especially in a day and age where people
feel more and more individual and belonging to a certain group
(Burgos, 2011, Lynn, 2011). Different consumers have
different desires when it comes to consumerism and these
desires should be met. Segmenting the market according to
their desire and preferences creates an opportunity for
marketing success especially when followed up with subsequent
targeting (Dibb, 2007).
38
WESLEYAN
GRADUATE SCHOOL
Influence of Product Preferences to Millennials

Guyen’s (2015) study used attributes for preferences
labeled as price, trend, loyalty, prestige, brand, fit,
quality, recommendation, advertisement, ambiance,
availability, variety and service. The study found trends to
be most influential while their buying decisions are affected
more by social media versus any other generation. It was
suggested that they may trust virtual recommendations than
actual recommendation from friends. The attribute of quality
was found to be grouped with fit, service and variety while
prestige was grouped with trends.
Evidence suggest that consumers, especially women and
teenagers, are willing to pay for products that benefit the
society. This is especially true of "Millennials" born
between 1985 and 2005. Because of the community's knowledge
of this group, it is reasonable that social media has become
a major part of today's key marketing campaigns (Engelhardt,
2011). Interpersonal sources are more important in uplifting
environmental issues and enhancing green buying habits than
mass media. Environmental concerns have been found to play a
role in the process of alliances and the differences between
gender in each country (Muralidharan, 2015).
39
WESLEYAN
GRADUATE SCHOOL
According to Moreno (2017) millennials are a highly
attractive market. They grow in an environment where
technology provides a platform for personalization and
immediate satisfaction in all aspects of life. Because of
this, the buying process for them is a time of happiness, in
which loyalty to the brands they buy is different. Also,
thousands of millennials continue to spend their income
easily and more often through the web, and especially through
social networks.
40
WESLEYAN
GRADUATE SCHOOL
Chapter 3
RESEARCH METHODOLOGY
This chapter concentrated on the gathering and analyzing
of data, further discussion of the information used, and the
reliability of the instrument. This chapter discussed the
skeleton of the study and the results of the given pilot test,
finally determining the different product preferences and
buyer behaviors of millennials.
Research Design
The research used both quantitative and qualitative
methods in order to provide a better understanding of the
research problems. Qualitative research is primarily an
exploratory research. It was used in the study to gain
understanding of underlying reasons, opinions, and
motivations that are related to the research. It provides
insights into the problem or helps to develop ideas or
hypotheses for potential quantitative research. It is also
used to uncover trends in thought and opinions, and dive
deeper into the problem.
Additionally, the study used quantitative methods to
quantify the problem by way of generating numerical data to
be analyzed and transformed into usable statistics.
41
WESLEYAN
GRADUATE SCHOOL
Quantitative data were used to quantify preferences,
behaviors, and other defined variables. Quantitative Research
uses measurable data to formulate facts and uncover patterns
in research.
In the present study, the researcher’s questionnaire was
given to generalize the results from the sample population.
The collected data were addressed with quantitative analysis
using descriptive statistics and correlation method to
measure the relationship between the profiles of respondents,
product preferences and buying behavior.
The results were subjected to quantitative analysis and
integrated to the results of the qualitative interpretations.
Furthermore, the survey questionnaire also contained
open-ended questions from which the responses were combined
with the results of the quantiative analysis.
The study is descriptive in nature and aimed to gain
correlation results between buying behavior and product
preferences of millennials.
42
WESLEYAN
GRADUATE SCHOOL
Locale of the Study
The location of the study was in the city of San Jose
(see Appendix A), province of Nueva Ecija. San Jose City is
a 3rd class city in the province of Nueva
Ecija, Philippines. According to the 2015 census, San Jose
City has a population of 139,738 people. The city has two
pronounced seasons, rainy season – from the months of May to
November, and the dry season in the remaining months. Nested
at the foot of the Caraballo Mountain Range – San Jose City
is one of the busiest business centers in the province of
Nueva Ecija. Chartered as a city in August 10, 1969, it is
now populated by more than 121,000 San Josenians and caters
to all sorts of educational, commercial, financial and
service facilities.
Its strategic location gained San Jose City the title of
being a “Gateway to the North” as the city’s central business
district provides easy access to the province of Nueva Vizcaya
and the Cagayan Valley Region (55 kms), to Pangasinan and the
Ilocos Regions (38 kms), to the country’s Summer Capital
Baguio City (116 kms) and likewise to the Dingalan Port (70
kms) in Aurora Province (San Jose City Local Goverment ,
2016).
43
WESLEYAN
GRADUATE SCHOOL
Respondents of the Study
The respondents are young people aged 18-34 or famously
known as millennials (Barnes, 2010).
Though purposive in nature, respondents will not be
restricted by gender, income or allowance, or educational
attainment. This study surveys a mix of employed and
unemployed individuals, as well as students from different
socio-economic backgrounds. A total of 395 questionnaires
were distributed to cover for the sample population of the
respondents. A pilot test was distributed to 10 respondents
to determine the population’s product preference to establish
the norm for San Jose City, Nueva Ecija.
Table 1 Respondents of the Study

Respondents Population Sample Size
18 – 22 13,444 132
23 – 26 10,039 98
27 – 30 8,946 88
31 – 34 7,834 77
TOTAL 40,263 395
Source: City Population Office, San Jose City as of December 2017
Data Sampling Technique
A stratified sampling technique was used for selecting
the participants in this study which allowed them to be
classified into certain demographics such as age, work
44
WESLEYAN
GRADUATE SCHOOL
affiliation and monthly income. This technique was employed
to ensure an equal representation of the variables for the
study.
Data collection for the study was done through
enumeration by approaching candidates for questioning and
provided them copies of the pilot test and later the actual
survey questionnaire was conducted. Respondents were
approached in the areas of San Jose City. After summarization
and initial analysis of the pilot test, the final
questionnaire was constructed and then distributed using the
same procedure done during the pilot test.
Research Instruments
In gathering the data, this study used only one set of
instrumentation. Due to the high reliability score of the
pilot tested questionnaire, no major changes were made in the
constructed questionnaire.
Pilot Test. A pre-constructed test was given to 10
respondents from San Jose City to check for the validity and
reliability of the questionnaire. The test aimed to measure
the product preferences of the respondents namely; quality,
price, familiarity, brand name, advocacy, utility and product
preference as well as the buying behavior of the respondents

45
WESLEYAN
GRADUATE SCHOOL
based on Stern’s Impulse Buying Behavior namely: planned,
reminded, suggested, and pure impulse. The pilot test gained
a reliability coefficient of 0.93 which translates to
excellent internal consistency.
Research Survey Questionnaire. The self-constructed test
includes measurements for product preference, buying behavior
and information for the social, psychological and
geographical demography of the respondents. The behavioral
demography of the respondents is the main variable measured
by the study and is therefore itemized more extensively than
its other demographic counterparts.
The questionnaire was divided into 5 parts.
Part I of the instrument was designed to draw information
regarding the demographics of the respondents specifically
their age, sex, civil status, highest educational attainment,
work affiliation, monthly income, occupation and position.
Part II of the instrument was designed to draw
information about the sociographics and psychographics of the
respondents, specifically their religious background,
personality type, and lifestyle.
Part III of the instrument was designed to draw
information about the geographics of the respondents,
specifically their community type and barangay.

46
WESLEYAN
GRADUATE SCHOOL
Part IV of the instrument was designed to measure the
product preferences of the respondents specifically the
preferences of quality, price, familiarity, brand name,
advocacy, utility, and product category. Participants
responded as follows:
Scale Verbal Interpretation
4 Always
3 Frequently
2 Occasionally
1 Not at All
Part V of the instrument was designed to measure the
buying behavior of the respondents specifically the planned
impulse, reminded impulse, suggested impulse and pure
impulse. Participants responded as follows:
Scale Verbal Interpretation
4 Always
3 Frequently
2 Occasionally
1 Not at All
Reliability and Validity of Instruments
The questionnaire designed for the study was subjected
to multiple validation processes.

47
WESLEYAN
GRADUATE SCHOOL
Face Value and Content Validity. The instrument was
assessed by a registered psychometrician for face value and
content validity of the constructed survey. Face value is
defined by McBurney (1994) as the appearance of the test to
be superficially valid for the testing process. Content
Validity or logical validity is a psychometric property that
refers to the extent to which a measure represents all facets
of a given construct.
Internal Consistency and Reliability. Using the data
sourced from the pilot test, the instrument was measured using
the Cronbach’s Alpha test for reliability which resulted to
a coefficient alpha of 0.9336 and a coefficient beta of
0.8899.
Overall the instrument was reviewed and assessed by the
study’s research adviser and statistician.
Statistical Treatment of Data
The following statistical tools using Statistical
Package for Social Sciences (SPSS) was used in the analysis
of data:
48
WESLEYAN
GRADUATE SCHOOL
a. Frequency Distribution was used to enlist observation of
the variables in a systematic way of using categories of
information.
b. Percentage was utilized by the researcher to get the
proportion part of the whole of the respondents’ socio-
demographic profile.
The computation of the percentage was obtained through the
formula:
Percentage (%) = (f/n) x 100
Where: f = frequency
N= total number of the respondents
c. Weighted Mean was used to determine the weighted score of
the responses of the respondents on the extent of Product
Preferences and buying behavior.
WM= TWF
Where WM = weighted mean
TWF= total weighted mean
N = number of samples
d. Spearman Rho was used to determine the relationship between
the respondents’ responses to the extent of product
preferences and buying behavior.
49
WESLEYAN
GRADUATE SCHOOL
e. Analysis of variance/ANOVA was used to determine the
differences among different responses and behaviors.
f. Cronbach alpha test was used for product preference and
buying behavior to assess how and to what extent they affect
the outcome of the pilot test.
g. Thematic Analysis was used for interpreting the
qualitative data to show the similarities and trends among
the results of the study.
Data for the pilot test were analyzed using a simple
summary and frequency analysis to represent the results. Data
from the final instrument were analyzed using descriptive
statistics such as frequency, percentage and weighted means
that were done to represent the respective data on each factor
measured, while also using inferential statistics such as
correlation analysis that was used to describe the
relationships between all factors measured.
50
WESLEYAN
GRADUATE SCHOOL
Chapter 4
PRESENTATION, ANALYSIS, INTERPRETATION OF DATA
This chapter presents the result of the study including
the profile of the respondents, the product preferences of
the respondents, the buying behavior of the respondents, the
significant relationship between product preferences and
buying behaviors, and the significant differences between
product preferences and buying behaviors.
The specific results of the data gathered were presented
and discussed as follows.
1. Profile of the Respondents
The data gathered for the profile of the respondents
include their Demographic profile, Socio-Psychographic
Profile and Geographic profile.
1.1 Demographic Profile of Millennials in San Jose City
Demographic profile consists of their age, sex, civil
status, highest educational attainment, work affiliation,
income or allowance and their occupation.
51
WESLEYAN
GRADUATE SCHOOL
1.1.1 Age
Table 2 shows the frequency of certain millennial age
groups in San Jose city and their percentage representation.
Table 2 Distribution of Respondents according to

Age
Age Frequency Percent
18 – 22 132 33.40
23 – 26 98 24.80
27 – 30 88 22.30
31 – 34 77 19.50
Total 395 100.00
The data show that the age range of 18 - 22 (pure
consumers) has the highest percentage of 33.40%, followed by
the age range of 23 - 26 (apprehensive consumers) at 24.80%
and closely after is the age range of 27-30 (sharing
consumers) at 22.30%, then finally the lowest percentage of
19.50% for the age range of 31-34 (responsible consumers).
The results show that majority of the millennial
consumers in San Jose are students or learning professionals
whose income are still very minimal (Fromm, 2018). This age
range usually is the age of people who rarely do the groceries
or have to budget for a household implying that they are not
experienced in purchasing products other than for their own
immediate use (Agencyascend.com, 2018).
52
WESLEYAN
GRADUATE SCHOOL
1.1.2 Sex
Table 3 shows the frequency distribution of millennial
according to sex in San Jose city and their percentage
representation.

Sex
Sex Frequency Percent
Male 155 39.20
Female 240 60.80
Total 395 100.00
The data show that there were a majority of female
respondents which account for 60.80% of the total population
sample while the male respondents only represent 39.20% of
the population. The data was in-conclusive, since it cannot
be exclusively inferred that there were more millennial
females in San Jose or that females are more approachable for
survey questionnaire. Data here is simply descriptive.
1.1.3 Civil Status

Civil Status
Civil Status Frequency Percent
Single 302 76.50
Married 90 22.80
Separated 2 .50
Widowed 1 .30
Total 395 100.00
53
WESLEYAN
GRADUATE SCHOOL
Table 4 shows the frequency distribution of the civil
status of millennials in San Jose City and their percentage
representation.
Data show that majority of the millennials were single
with a frequency of 302 respondents out of 395, which amount
for 76.50% of 395 respondents. The “married” respondents
follow with a frequency of 90 of 395 which equates to 22.80%
of the respondents. Separated and widowed respondents were
also represented with a .50% and .30% respectively.
The near monopoly of single respondents in the study can
be attributed to the purposive nature of the study to select
only millennials; an age group that is mostly compromised of
non-marrying ages (Barton et.al., 2012) when the study was
conducted.
1.1.4 Highest Educational Attainment
Table 5 shows the frequency distribution of the highest
educational attainment in San Jose City and their percentage
representation.

Highest Educational Attainment
Highest Educational Frequency Percent
Attainment
Elementary Graduate 2 .50
High School Graduate 151 38.20
College Graduate 227 57.50
Post Graduate 15 3.80
Total 395 100.00
54
WESLEYAN
GRADUATE SCHOOL
The data show that college graduates have the highest
representation at 57.50%, followed by the high school
graduates at 38.20%. Post graduates were represented at 3.80%
of the respondents and finally the elementary graduates were
represented by only .50% of the respondents.
It can be inferred that most of the respondents were
likely to be in the working force due to the high frequency
of college graduates (Baird, 2015). They were less likely to
be found in tenured positions since only 15 respondents were
found to have pursued post graduate studies – an opportunity
usually given to more experienced professionals.
1.1.5 Work Affiliation
Table 6 shows the frequency distribution of the work
affiliation of millennials in San Jose City and their
percentage representation.
Table 6 Distribution of Respondents according to Work

Affiliation
Work Affiliation Frequency Percent
Government Employee 61 15.40
Privately Employed 146 37.00
Self-Employed 23 5.80
Student 150 38.00
Working Student 9 2.30
Others 6 1.50
Total 395 100.00
55
WESLEYAN
GRADUATE SCHOOL
The data show that student millennials cover for 38.00%
of the respondents followed closely by privately employed
respondents at 37.00%. After a considerable gap in frequency,
government employees were represented at 15.40%, followed by
self-employed individuals at 5.80%, then working students at
2.30% with others representing the remaining 1.50 percent of
the respondents.
The data for this table supports the assumptions made
for the data in terms of the age and educational attainment
that majority of the respondents were already in the working
force, although most likely in performing entry level jobs
(Coupon Follow, 2017).
1.1.6 Monthly Income
Table 7 shows the frequency distribution of monthly
income of millennials in San Jose City and their percentage
representation.

Monthly Income
Monthly Income Frequency Percent
2,000 and below 56 14.20
2,001 to 5,000 99 25.10
5,001 to 7,000 28 7.10
7,001 to 10,000 80 20.30
10,001 to 17,000 68 17.20
17,001 to 25,000 48 12.20
25,001 and above 16 4.10
Total 395 100.00
56
WESLEYAN
GRADUATE SCHOOL
The data shows that most of the respondents have monthly
income or allowances between ₱2001-₱5000 which gain a
representation of 25.10% followed by the income of ₱7001-
₱10000 at 20.30%. They were then followed by ₱10001-₱17000
income at 17.20%, ₱2000 and below income at 14.20%, ₱17001-
₱25000 income at 12.20%, then ₱5001-₱7000 income at 7.10% and
finally the ₱25000 and above income at 4.10% representation.
It is worth noting that the top income range represented
were amounts equal to a student’s monthly allowance while the
second top income range were amounts equal to entry level job
pay grade. This data was again supportive of initial findings
on the academic and professional backgrounds of the
respondents (De la Cruz, 2016).
1.1.7 Occupation
Table 8 shows the frequency distribution of the
occupation of millennials in San Jose City and their

Occupation
Occupation Frequency Percent
School Employee 105 26.60
Bank Employee 22 5.60
Mall Employee 40 10.10
Fast Food Employee 8 2.00
Student 156 39.50
Others 64 16.20
Total 395 100.00
57
WESLEYAN
GRADUATE SCHOOL
The table shows that 39.50% of the respondents were
students and make up for most of the respondents. They were
followed closely by school employees at 26.60%. Other
occupations were represented at 16.20% following a sizeable
gap between themselves and school employees. Mall employee
representation follows at 10.10% while bank employees cover
for 5.60% representation. The remaining 2.00% of the
respondents were found to be fast food employees.
Consistent with the data of college graduate majority
and private employment, the occupations represented above
confirm the data presented by income, work affiliation and
educational attainment. Most of the occupations represented
were indeed private employers with entry level jobs usually
offered to college graduates. Even the highest representation
of students was consistent with the data for the respondents’
allowance and age (Deloitte, 2017).
1.2 Socio-graphic and Psychographic Profile of Millennials in
San Jose City
The socio-graphic and psychographic profile of
millennials consists of their religious background,
personality and lifestyle.
58
WESLEYAN
GRADUATE SCHOOL
1.1.1 Religious Background
Table 9 presents the frequency distribution of the
religious background of millennials in San Jose city and their

Religious Background
Religious Background Frequency Percent
Christian 388 98.20
Muslim 1 .30
Non-Practicing 2 .50
Others 4 1.00
Total 395 100.00
The data shows that 98.20% of the respondents were in
the Christian faith followed by other faiths represented by
1.00% of the respondents. They were followed by the Non-
Practicing respondents with .50% of the respondents and
Muslim respondents at .30%.
The dominance of the Christian respondents may be
attributed to the location of the study which was in Central
Luzon, a predominantly Catholic area in the country.
59
WESLEYAN
GRADUATE SCHOOL
1.1.2 Personality
personality of millennials in San Jose city and their

Personality
Personality Frequency Percent
Extroverted 117 29.60
Introverted 49 12.40
Ambiverted 229 58.00
Total 395 100.00
The data show that 58.00% of the respondents were
ambiverted while 29.60% were extroverted. The remaining
12.40% report themselves to be introverted.
The low representation of introverted respondents can be
attributed to their nature since they were least likely to
agree to be approached and answer a survey (Read, 2018).
1.2.3. Lifestyles
Table 11 presents the cumulative frequency distribution
of the lifestyles of millennials in San Jose City and their
cumulative percentage representation.

Lifestyle
Lifestyle Frequency Percent
Athletic 259 65.60
Beauty 290 73.30
Health 276 69.90
Family 75 19.00
Other 385 97.50
60
WESLEYAN
GRADUATE SCHOOL
The highest identifiable percentage of 73.30% belongs to
the beauty conscious respondents following the highest
unidentifiable percentage of 97.50% belonging to the “other”
or varied lifestyle orientations. The second identifiable
percentage representation belongs to the health-oriented
respondents at 69.90%, followed by the athletic oriented
respondents at 65.60% and lastly by the family-oriented
respondents at 19.00% representation.
The high percentage of beauty-oriented lifestyle may be
attributed to the high representation of female respondents
in this study. It was also worth noting that family-oriented
lifestyle falls last due to the civil status of most of the
respondents being single (Fromm, 2018).
1.3 Geographic Profile of Millennials in San Jose City
The geographic profile of the millennials of San Jose
city consists of their community type and home addresses’
proximity to the town center according to their barangay.
1.1.3 Community
community of millennials in San Jose City and their percentage
representation.
61
WESLEYAN
GRADUATE SCHOOL

Community
Community Frequency Percent
Urban 236 59.70
Suburban 96 24.30
Rural 63 15.90
Total 395 100.00
The data shows that 59.70% of the respondents are
residents in the urban community while 24.30% reside in a
suburban community. Only 15.90% of the respondents reside in
a rural community.
The high turnout for urban residents can be attributed
to the location where data gathering was conducted.
1.1.4 Proximity of Barangay
proximity of the barangay of millennials in San Jose City and
their percentage representation.

Barangay
Barangay Frequency Percent
North of Town Center 72 18.20
East 57 14.40
West 115 29.10
South 61 15.40
Town Center 65 16.50
Neighboring Brgys not in SJC 25 6.30
Total 395 100.00
The data show that 29.10% of the respondents live west
of the town center while 18.20% live north of the town center.
Data also show that 16.50% live in the actual town center,
62
WESLEYAN
GRADUATE SCHOOL
15.40% live south of the town center and 14.4% live east of
the town center. Respondents from neighboring barangays not
in San Jose city are at 6.30% representation.
This resident distribution of respondents may be
verified by local residents of San Jose City since most of
the residential areas in San Jose are in fact in the west
side (Rafael Rudea, Sta Romana, Sto Nino 1st) and north side
(Malasin, Calaocan, Ramar Area) of the city.
2. Product Preferences of Millennials in San Jose City
Product preferences were divided into 7 categories, 5 of
which represent a level in Maslow’s hierarchy of needs
(Griffin, 2014). Price represented the basic needs, quality
for safety needs, familiarity for belongingness needs, brand
name for esteem needs, and advocacy for actualization needs.
The remaining 2 preferences are product utility and product
category.
2.1 Product Preference of Quality
Table 14 presents the product preference of quality’s
weighted mean, verbal interpretation, the overall weighted
mean, and the highest and lowest scoring questionnaire items
present a specific factor that denotes the quality of the
product.
63
WESLEYAN
GRADUATE SCHOOL
Table 14 Product Preference of Millennials in terms of Quality

Quality Factor Weighted Verbal
Mean Interpretation
1 it is a high-grade product 3.28 Always
2 it has durable material 3.54 Always
3 it shows no signs of damage 3.66 Always
4 it is not fragile and does not
3.58 Always
easily break
5 it provides me good content 3.65 Always
6 it fits into my needs 3.72 Always
7 it is used by family/ people I
3.35 Always
know
8 it is brand new 3.56 Always
Overall Weighted Mean 3.54 Always
Legend
3.25 – 4.00 Always
2.50 – 3.24 Frequently
1.75 – 2.49 Occasionally
1.00 – 1.74 Seldom
The product preference of quality earned an overall
weighted mean of 3.54 with a verbal interpretation of
“always”. Their highest scoring item is “it fits into my
needs” with a 3.72 weighted mean with a verbal interpretation
of “always”, followed by “it shows no signs of damage” with
a weighted mean of 3.66 with a verbal interpretation of
“always” and “it provides me good content” with a weighted
mean of 3.65 and a verbal interpretation of “always”. The
lowest scoring item is “it is a high-grade product” with a
3.28 weighted mean with a verbal interpretation of “always”.
The product preference of quality gained the highest
mean score among all product preference categories meaning it
is the most preferred characteristic of a product when
64
WESLEYAN
GRADUATE SCHOOL
millennials purchase their goods (Baird, 2015). These results
suggest that the millennial consumers of San Jose city do not
equate quality with high grade materials but with the utility
of the product (Creusen, 2010). This association may be
attributed to the Filipino value of “sulit” (worth its
monetary value) where a product’s quality is measured by its
ability to justify its quality through the combined
characteristics of price and usage or need.
2.2 Price
Table 15 presents the product preference of price’s
wherein the specific question item presents a specific factor
that denotes the price of the product.
The product preference of price earned an overall
“frequently”. Their highest scoring item is “its pricing is
suitable for my monthly budget” with a 3.68 weighted mean and
a verbal interpretation of “always”, followed by “I can afford
it on a daily basis” with a weighted mean of 3.45 and a verbal
interpretation of “always” and “it is a best-seller” with a
weighted mean of 2.94 and a verbal interpretation of
“frequently”.
65
WESLEYAN
GRADUATE SCHOOL
Table 15 Product Preference of Millennials in terms of

Price
Price Factor Weighted Verbal
Mean Interpretation
1 its pricing is suitable 3.68 Always
for my monthly budget
2 I can afford it on a daily 3.45 Always
basis
3 it is on sale, regardless 2.68 Frequently
of its quality
4 it is a best-seller 2.94 Frequently
5 it is being sold by promos 2.93 Frequently
and sales
6 it is something I would 2.75 Frequently
buy on-the-go
7 it is expensive, which 2.56 Frequently
means it is in good
quality
8 it looks well packaged 2.86 Frequently
Overall Weighted Mean 2.98 Frequently
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The lowest scoring item is “it is expensive, which means
it is in good quality” with a 2.56 weighted mean with a verbal
interpretation of “frequently”.
The product preference of price gained a ranking of #4
among the 7 product preferences and rank #2 in the ranking
counting only preferences that represent levels in the
Hierarchy of Needs. This result suggests that millennial
consumers still consider a products’ price right after they
consider the quality of a product (Hammel, 2018). This finding
coincides with the results on the product preference of
66
WESLEYAN
GRADUATE SCHOOL
quality since the millennial’s definition of quality in terms
of being “sulit” entails the characteristic of price.
2.3 Familiarity
Table 16 presents the product preference of
familiarity’s weighted mean, verbal interpretation, the
overall weighted mean, and the highest and lowest scoring
questionnaire items wherein the specific question item
presents a specific factor that denotes the familiarity of
the product.

Familiarity
Weighted Verbal
Familiarity Factor
Mean Interpretation
1 I am familiar with it 3.48 Always
2 it is well-known in my 2.67 Frequently
neighborhood
3 I have seen it on ads and 2.76 Frequently
promos
4 people I know buy it as 2.83 Frequently
well
5 I see famous people buy 2.53 Frequently
it
6 smart and intellectual 2.69 Frequently
people buy it
7 it looks like something a 2.47 Occasionally
well-off person would buy
8 its design and packaging 2.75 Frequently
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
67
WESLEYAN
GRADUATE SCHOOL
The product preference of familiarity earned an overall
“frequently”. Their highest scoring item is “I am familiar
with it” with a 3.48 weighted mean and a verbal interpretation
of “always”, followed by “people I know buy it as well” with
a weighted mean of 2.83 and a verbal interpretation of
“frequently” and “I have seen it on ads and promos” with a
“frequently”. The lowest scoring item is “it looks like
something a well-off person would buy” with a 2.47 weighted
mean with a verbal interpretation of “occasionally”.
The product preference of familiarity ranked at #7 for
all preferences and #5 for the Hierarchy levels. This finding
suggests that familiarity with a brand is the last factor
being considered by millennial consumers of San Jose (Arnold,
2017).
2.4 Brand Name
Table 17 presents the product preference of brand name’s
that denotes the brand name of the product.
68
WESLEYAN
GRADUATE SCHOOL

Brand Name
Brand Name Factor Weighted Verbal
Mean Interpretation
1 it is manufactured by a 3.47 Always
brand with good reputation
2 it is my favorite brand 3.22 Frequently
3 it gives me authority and 2.90 Frequently
respect when seen with it
4 it is known to have 2.68 Frequently
middle-class customers
buying the brand
5 its brand name’s 2.32 Frequently
popularity gets me fame
6 its brand name is well- 3.14 Frequently
known in providing quality
experience
7 it looks like something 2.58 Frequently
upper-class people would
buy
8 it is used by 3.12 Frequently
family/people I know
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The product preference of brand name earned an overall
“frequently”. Their highest scoring item is “it is
manufactured by a brand name with a good reputation” with a
3.47 weighted mean and a verbal interpretation of “always”,
followed by “it has my favorite brand on it” with a weighted
mean of 3.22 and a verbal interpretation of “frequently” and
“its well-known brand name provides me quality experience”
with a weighted mean of 3.14 and a verbal interpretation of
69
WESLEYAN
GRADUATE SCHOOL
“frequently”. The lowest scoring item is “it looks like
something middle-class people would buy” with a 2.58 weighted
mean with a verbal interpretation of “occasionally”.
This finding suggests that the product preferences of
brand name which represents the Hierarchy of Needs level of
Esteem is still preferred over the product preference of
Familiarity which represents the Belongingness needs (Davis,
2018). This can be related to the Filipino culture of
colonialism where a brand (mostly foreign) denotes quality.
It is furthermore suggested that millennial consumers prefer
a brand name due to its good reputation implying that said
consumers trust the brand they patronize to deliver good
products (Fromm, 2017).
2.5 Advocacy
Table 18 presents the product preference of advocacy’s
that denotes the advocacy of the product.
70
WESLEYAN
GRADUATE SCHOOL
Table 18 Product Preference of Millennials in terms

of Advocacy
Advocacy Factor Weighted Verbal
Mean Interpretation
1 it supports or accepts 3.23 Frequently
something I also
support/accept
2 it does not appear 3.23 Frequently
offensive or
inappropriate to
others
3 I will buy the product 2.48 Occasionally
for its statement,
regardless of what is
actually is
4 I will buy the product 2.59 Occasionally
when I see that it is
sponsored by a
rights/activist
organization
5 it gives me something 2.79 Frequently
to support in
6 people tell me that it 2.68 Frequently
would help in
contributing to their
statement
7 it is supported by 2.88 Frequently
people I know
8 its packaging/design 2.79 Frequently
is inspired by its
advocacy
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The product preference of advocacy earned an overall
“frequently”. Their highest scoring item is “it supports or
accepts something I also support/accept” and “it does not
appear offensive or inappropriate to others” both with a 3.23
71
WESLEYAN
GRADUATE SCHOOL
weighted mean and a verbal interpretation of “frequently”,
followed by “it is supported by people I know” with a weighted
mean of 2.88 and a verbal interpretation of “frequently” and
“its packaging/design is inspired by its advocacy” and “it
gives me something to support in” both with a weighted mean
of 2.94 and a verbal interpretation of “frequently”. The
lowest scoring item is “I will buy the product for its
statement, regardless of what is actually is” with a 2.48
weighted mean with a verbal interpretation of “frequently”.
The product preference of Advocacy ranked at #6 for all
preferences and #4 for Hierarchy needs. These results prove
that millennial consumers are more conscious and intentional
with their advocacy-based purchases (Siriam et.al., 2005)
though advocacies are still the least of their priorities
hence the ranking of #4.
2.6 Utility
Table 19 presents the product preference of utility’s
that denotes the utility of the product.
72
WESLEYAN
GRADUATE SCHOOL

Utility
Utility Factor Weighted Verbal
Mean Interpretation
1 it is useful to me / 3.82 Always
fulfils my needs
2 it is known for its 3.56 Always
usefulness
3 it is a best-selling 3.39 Always
product because of its
function
4 people I know use it as 2.91 Frequently
well
5 it makes me seem practical 2.99 Frequently
6 I am told to because of 3.09 Frequently

its good service
7 it has good reviews in the 2.62 Frequently
media
looks relevant to its use
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The product preference of utility earned an overall
“frequently”. Their highest scoring item is “it is useful to
me / fulfils my needs” with a 3.82 weighted mean and a verbal
interpretation of “always”, followed by “it is known for its
usefulness” with a weighted mean of 3.56 and a verbal
interpretation of “always” and “it is a best-selling product
because of its function” with a weighted mean of 3.39 and a
verbal interpretation of “always”. The lowest scoring item is
73
WESLEYAN
GRADUATE SCHOOL
“it has good reviews in the media” with a 2.62 weighted mean
with a verbal interpretation of “frequently”.
This result suggests that next to Quality and Product
Category, the millennial consumer of San Jose city sensibly
considers the use or utility of a product when purchasing
(Agencyascend.com, 2018).
2.7 Product Category
Table 20 presents the product preference of product
category’s weighted mean, verbal interpretation, the overall
weighted mean, and the highest and lowest scoring
presents a specific factor that denotes the product category
of the product.
The product preference of product category earned an
overall weighted mean of 3.33 with a verbal interpretation of
“always”. Their highest scoring item is “it is something I
need daily” with a 3.70 weighted mean and a verbal
interpretation of “always”, followed by “its category falls
into my list of needs” and “it is important in my everyday
life” both with a weighted mean of 3.68 and a verbal
interpretation of “always” and “it is something that a member
74
WESLEYAN
GRADUATE SCHOOL
of my household needs daily” with a weighted mean of 3.41 and
a verbal interpretation of “always”.

Product Category
Product Category Factor Weighted Verbal
Mean Interpretation
1 its category falls into my 3.68 Always
list of needs
2 it has what I am looking 3.33 Always
for in a product of its
likeness
3 it is something I need 3.70 Always
daily
4 it is something that a 3.41 Always
member of my household
needs daily
5 it is important in my 3.68 Always
everyday life
6 I may need it sometime 2.84 Frequently
7 it promotes that it has 3.18 Frequently
what I need
looks relevant to its
category
Overall Weighted Mean 3.33 Always
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The lowest scoring item is “its design and packaging
looks relevant to its category” with a 2.82 weighted mean
with a verbal interpretation of “frequently”.
This implies that the need of a product remains a pre-
determinant for preferences, especially for product category
(Baird, 2015).
75
WESLEYAN
GRADUATE SCHOOL
2.8 Recurring Responses and Themes for the Open-Ended
Questions for Product Preferences
The following discusses the most observed answers from
the open-ended questions for each respective product
preferences. The open-ended questions for each category were
discussed, the recurring answers to those questions, the
subthemes and generally the main themes for each category.
Quality
The open-ended question of “If the product’s quality
doesn’t exactly provide for your needs but has gained
popularity for its name and price, would you still consider
buying it?” for the product preference of quality has
recurring answers like “No because we are for the quality, No
because we buy what we need, Practicality Matters”. These
answers suggest subthemes that considering quality of a
product will always equate to efficiently meeting a need
(Driver, 2016). It implies a main theme that although a
product is a quality product, it should still meet a specific
need or else the quality of the product being sold is moot
(Fromm, 2013).
76
WESLEYAN
GRADUATE SCHOOL
Price
The open-ended question of “If its price range is not
affordable or acceptable for you to buy in any way but is
given reputation as a good product, would you still consider
purchasing this product?” for the product preference of price
has recurring answers like “No, it must be suitable and
affordable for my budget, No I will look for products that is
affordable and with cheaper price, Practicality first”. These
answers suggest subthemes that a price of a product should
always suit a specific budget. Especially in the Filipino
culture, pricing within budgets of specific consumers almost
always ensures a purchase (Gapper, 2018). This implies a main
theme that creating different price points for different
products from a company serves as an effective strategy for
marketing when considering prices.
Familiarity
The open-ended question of “If you are faced with the
product that you are unfamiliar with but is usually purchased
and consumed, would you consider purchasing the product?” for
the product preference of familiarity has recurring answers
like “No, because I don’t know if it is good or have good
quality, No I don’t buy things I don’t know, No I will make
sure that the product is tested”. The answers suggest a

77
WESLEYAN
GRADUATE SCHOOL
subtheme of reluctance in familiarity that confirms the
significance of this preference to consumers (Gopinath,
2015). Clearly a well-known product almost consequently
equates to a well trusted product. The main theme of the
traditionalist nature and culture of the Filipino consumer
may be depended on when it comes to purchasing a familiar
product. Manufacturers should aim to make their product a
household name in order to maximize the benefits of marketing
to consumers with preference for a familiar product (Burns,
2017).
Brand Name
The open-ended question of “If you weren’t introduced
with the product’s brand name but is given reputation as a
popular product, would you still consider purchasing this
product?” for the product preference of brand name has
recurring answers like “Yes, I will try/consider, Yes as long
as it is quality products, Yes if it is tested”. These answers
suggest a subtheme which confirms the traditional nature of
Filipino consumers and their tendency to trust only brand
names that have already positioned themselves to be
trustworthy and of quality production (Davis, 2018). A main
theme preferring well positioned brands, those that have been
present in the market for generations and are well-known

78
WESLEYAN
GRADUATE SCHOOL
brands are most likely to benefit from consumers who prefer
branded items.
Advocacy
The open-ended question of “Advocacy in a product is
usually seen in specially-made services. To you, why is
advocacy, statement or rights one supports considered as one
of a millennial’s choices to consider when buying?” for the
product preference of advocacy has recurring answers like,
“Because we want to help others, we want to support, because
advocacy attracts millennials”. These findings suggest
subthemes of manufacturer creation of products with a certain
advocacy or thrust. Companies should choose a worthy cause in
order to elicit a desire from the consumers to help and
support (Schawbel, 2015). The answers suggest a main theme of
consumers’ desire to help for the preference of advocacy.
Utility
The open-ended question of “For you, which situation or
event would you prefer in buying a product: buying for its
usefulness regardless of its price, brand name, or quality,
or buying for its high-end production, fame and its low price
but has a lesser value to your needs?” for the product
preference of utility has recurring answers of “Buying for
its usefulness regardless, Buying for its high-end

79
WESLEYAN
GRADUATE SCHOOL
production, needs and quality”. The answers suggest subthemes
for the product preference of utility that consumers will
always prefer the usefulness of a product (Fromm, 2106). In
order to maximize this market, manufacturers should market
their product in such a way that their product is useful in
many ways and will be worth the purchase which presents the
main theme of usefulness (Huff, 2018).
Product Category
The open-ended question of “How often do you buy products
you need, and products you don’t? On which do you spend more?”
for the product preference of product category has recurring
answers of “I spend more on the products that I need, I
occasionally/seldom buy products that I don’t need, I always
buy products I need”. These answers suggest a subtheme in
categorizing products, manufacturers should ensure that
products suit and meet a need (Gasca, 2015). Product category
assure manufacturers that the necessity for their product
equates to a purchase from the consumer. Also, manufacturers
should ensure that their products are in their appropriate
category to justify the products’ usefulness (Squareup.com,
2018). The main theme for the product preference of product
category is found to be product usefulness as well.
80
WESLEYAN
GRADUATE SCHOOL
3. Buying Behavior of Millennials in San Jose City

Buying behaviors, as presented by a review from the
International Journal of Marketing Studies (Muruganantham
et.al., 2013), were divided into 4 types of impulse buying:
(1) Planned impulse buying is where one’s buying is partially
planned, on routine or based on an everyday purchase. (2)
Reminded impulse buying is concerned with the consumers who
have unplanned or unorganized product decisions, remembering
only the needed product after seeing one. (3) Suggested
impulse buying is the acceptance of a product that one may
not usually buy as replacement to the usually-bought product.
(4) Pure impulse buying, which is the purchase of a product
done by pure impulse. The data gathered for them are presented
below.
3.1 Planned Impulse Buying Behaviors

Table 21 presents the planned impulse buying behaviors’
weighted means, verbal interpretation, the overall weighted
that denotes the buying behavior of the consumers.
81
WESLEYAN
GRADUATE SCHOOL
Table 21 Buying Behaviors of Millennials in terms of

Planned Impulse
Planned Impulse Buying Weighted Verbal
Behaviors Mean Interpretation
1 if I plan on buying it 3.54 Always
2 that are in my shopping 3.27 Always
list
3 when I need it 3.69 Always
4 that I think of buying 2.91 Frequently
5 if it is something, I would 2.94 Frequently
consider buying
6 that I have to buy that 3.46 Always
sustains my needs
7 I was asked to buy it 2.95 Frequently
8 buying it for someone 2.76 Frequently
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The buying behavior of planned impulse earned an overall
“frequently”. Their highest scoring item is “when I need it”
with a 3.69 weighted mean and a verbal interpretation of
“always”, followed by “if I plan on buying it” with a weighted
mean of 3.54 and a verbal interpretation of “always” and “that
I have to buy that sustains my needs” with a weighted mean of
3.46 and a verbal interpretation of “always”. The lowest
scoring item is “buying it for someone” with a 2.76 weighted
mean with a verbal interpretation of “frequently”.
82
WESLEYAN
GRADUATE SCHOOL
This result suggests that the millennial consumers of
San Jose city strictly stick to their shopping list and
generally only buy items as planned (Fromm, 2016).
3.2 Reminded Impulse Buying Behaviors
Table 22 presents the reminded impulse buying behaviors’
that denotes the buying behavior of the consumers.

Reminded Impulse
Reminded Impulse Buying Weighted Verbal
Behavior Mean Interpretation
1 if someone tells me it is a 2.80 Frequently
good product
2 when I remember that I have 3.02 Frequently
to buy them
3 if I am convinced that they 3.13 Frequently
provide me with what I need
4 because they reminded me of 2.81 Frequently

something, I need to buy
5 if they are similar to 2.76 Frequently
other products, I buy
6 when I am reminded that I 2.86 Frequently
should buy them
7 when I remember that I need 3.15 Frequently
them
8 if I’m reminded to buy them 2.66 Frequently
for someone
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
83
WESLEYAN
GRADUATE SCHOOL
The buying behavior of reminded impulse earned an
“frequently”. Their highest scoring item is “when I remember
that I need them” with a 3.15 weighted mean and a verbal
interpretation of “frequently”, followed by “if I am
convinced that they provide me with what I need” with a
“frequently” and “when I remember that I have to buy them”
with a weighted mean of 3.02 and a verbal interpretation of
“frequently”. The lowest scoring item is “if I’m reminded to
buy them for someone” with a 2.66 weighted mean with a verbal
interpretation of “frequently”.
This result suggests that millennial consumers of San
Jose city will only impulsively buy reminded items if the
items reminded where predetermined to be needed by the
consumer but they will not buy a product for someone else
even if they were supposed to (Fromm, 2016).
84
WESLEYAN
GRADUATE SCHOOL
3.3 Suggested Impulse Buying Behaviors
Table 23 presents the suggested impulse buying
Behaviors’ weighted means, verbal interpretation, the overall
weighted mean, and the highest and lowest scoring
presents a specific factor that denotes the buying behavior
of the consumers.

Suggested Impulse
Suggested Impulse Buying Behavior Weighted Verbal
Mean Interpretation
1 occasionally when I see that 2.76 Frequently
they go with other products I
use
2 when they appear as a 2.67 Frequently
recommended item
3 if they look good enough for 2.77 Frequently
me to buy them
4 when they are paired with 2.69 Frequently
more popular products, I use
5 when I want to test new 2.73 Frequently
products
6 that I seldom use on occasion 2.39 Occasionally
7 that it looks like I need 2.84 Frequently
them
8 they look useful 3.06 Frequently
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The buying behavior of suggested impulse earned an
“frequently”. Their highest scoring item is “they look
85
WESLEYAN
GRADUATE SCHOOL
useful” with a 3.06 weighted mean and a verbal interpretation
of “frequently”, followed by “if they look good enough for me
to buy them” with a weighted mean of 2.77 and a verbal
interpretation of “frequently” and “when occasionally when I
see that they go with other products I use” with a weighted
mean of 2.76 and a verbal interpretation of “frequently”. The
lowest scoring item is “that I seldom use on occasion” with
a 2.39 weighted mean with a verbal interpretation of
“occasionally”.
San Jose City will most likely impulsively buy something
suggested to them if they are convinced that it looks useful
to them (Baird, 2015).
3.4 Pure Impulse Buying Behavior
Table 24 presents the Pure Impulse Buying Behaviors
mean, answers to the open-ended questions and the highest and
lowest scoring questionnaire items wherein the specific
question item presents a specific factor that denotes the
buying behavior of the consumers.
86
WESLEYAN
GRADUATE SCHOOL

Pure Impulse
Pure Impulse Buying Weighted Verbal
Mean Interpretation
1 immediately whether or not I 2.28 Occasionally
know the product
2 when I really need to buy 3.30 Always
them
3 because I need them, 2.84 Frequently
regardless of their content
4 in the moment, when I see 2.26 Occasionally
them
5 quickly, not thinking of 2.08 Occasionally
anything else about it
6 instantly, when I really 3.03 Frequently
need them
7 instantly for no reason 1.80 Occasionally
8 I have extra cash 2.50 Occasionally
Legend
3.25 – 4.00 Always
1.00 – 1.74 Seldom
The buying behavior of pure impulse earned an overall
“frequently”. Their highest scoring item is “when I really
need to buy them” with a 3.30 weighted mean and a verbal
interpretation of “always”, followed by “instantly, when I
really need them” with a weighted mean of 3.03 and a verbal
interpretation of “frequently” and “because I need them,
regardless of their content” with a weighted mean of 2.84 and
a verbal interpretation of “frequently”. The lowest scoring
item is “instantly for no reason” with a 1.80 weighted mean
with a verbal interpretation of “occasionally”.
87
WESLEYAN
GRADUATE SCHOOL
San Jose City will only impulsively buy something that really
need to buy and deny that they will impulsively buy something
for no reason (Karin, 2016).
3.5 Recurring Responses and Themes for the Open-Ended
Questions for Buying Behaviors
The following discusses the most observed answers to the
open-ended questions for each respective buying behavior.
Each category will discuss their open-ended questions, the
recurring answers to those questions, the subthemes and
generally the main themes for each category.
Planned Impulse
The open-ended question of “Is a product qualified to be
in your usual shopping list by its service to your needs,
regardless of its condition, content or price?” for the buying
behavior of planned impulse has answers like “Yes, especially
when I need it, No it should be on the list, No I always check
the condition and content/price”. As long as a product is
needed it will always end up on the shopping list. The
subthemes were found to be content and price which are for
consideration, but this is only when making the list (Hammel,
88
WESLEYAN
GRADUATE SCHOOL
2018). The main theme for planned impulse is that necessity
is a pre-determinant for an ensured purchase.
Reminded Impulse
The open-ended question of “Does the unfamiliarity of
the product affect your perception of its quality, price,
brand name, or advocacy?” for the buying behavior of reminded
impulse has recurring answers of “Yes, because it is not
familiar to me, It depends, Yes it must have be [sic] the
usual brand that I buy”. Answers suggest that familiarity is
a subtheme for reminded purchases. Consumers will sometimes
buy a familiar product when reminded to buy one (Karin, 2016).
This shows that although familiarity is a good product
characteristic, other measures should still be done in order
to elicit the buying behavior of reminded impulse.
Suggested Impulse
The open-ended question of “Do you occasionally buy on
most products, usually consumed or not?” for the buying
behavior of suggested impulse has recurring answers of
“usually consumed, I only buy things I consumed [sic], yes
consumed”. Answers suggests that subthemes of products that
are usually consumed will be the products most likely to be
bought through suggestions (Lukina, 2016). When a product
seems unnecessary or something the respondent does not use or

89
WESLEYAN
GRADUATE SCHOOL
consume, they are less likely to purchase it. It is implied
that the main theme is products marketed to elicit suggested
impulse buying should be products that are consumed daily or
common goods (Brown, 2018).
Pure Impulse
The open-ended question of “Have you experienced buying
a product out of pure impulse, regardless of its overall
condition and content?” for the buying behavior of pure
impulse has recurring answers of “Yes I have experienced it,
Yes because of how it looks, Yes sometimes not worth it”.
True to the nature of impulse buying, many respondents
experienced purchasing an item out of pure impulse and were
swayed by the immediate appeal of the product (Moreno et.al.,
2017). It is also worth noting the subthemes of regrets from
purchasing an item out of impulse. These findings suggest
that superficially marketing a product may ensure an
immediate impulsive buy but it might decrease the repeated
purchase or patronage of their product (Grimsley, 2018).
90
WESLEYAN
GRADUATE SCHOOL
4. Significant Relationship between Profile, Product
Preference and Buying Behavior
The data gathered to compute for the significant
relationship between profile of the respondents and product
preferences, the significant difference between profile of
the respondents and buying behavior, and the significant
difference between product preference and buying behavior.
4.1 Significant Relationship between Profile and Product
Preference
The following table presents data that computed the
presence or absence of a significant relationship between the
millennials profile and their product preference. The data
gathered for Profile of the respondents include their
demographic profile, their socio-psychographic profile and
their geographic profile and their respective significant
relationship to product preference. Categories in product
preferences are quality, price, familiarity, brand name,
advocacy, utility and product category.
4.1.1 Demographic Profile and Product Preference
Table 25 presents the categories of the demographic
profile of the respondents and their significant
relationship to the categories of product preference.
91
WESLEYAN
GRADUATE SCHOOL
Table 25 Significant Relationship of Demographic Profile and Product Preference

Age Sex Civil Highest Work Income
status Educational Affiliation
Attainment
rs pvalue rs pvalue rs pvalue rs pvalue rs pvalue rs pvalue
Quality .121* .016 .236** .000 .127* .012 .271** .000 -.246** .000 .192** .000
Price .142** .005 .004 .933 .029 .567 .152** .002 -.202** .000 .197** .000
Familiarity .169** .001 -.011 .821 -.010 .846 .185** .000 -.250** .000 .220** .000
Brand Name .106* .035 -.073 .150 .052 .304 .118* .019 -.147** .004 .133** .008
Advocacy .060 .234 .006 .911 -.003 .947 .123* .015 -.149** .003 .120* .017
Utility .129* .010 .088 .081 .065 .197 .147** .003 -.148** .003 .121* .016
Product .107* .033 .081 .110 .062 .217 .129* .010 -.143** .004 -.003 .947
Category
** Correlation is significant at the 0.01 level (2-tailed)
* Correlation is significant at the 0.05 level (2-tailed)
92
WESLEYAN
GRADUATE SCHOOL
The product preference of quality was found to have a
strong positive relationship with the demographic factor of
sex (rs=.236), highest educational attainment (rs=.271), and
income (rs=.192) while it has a strong negative relationship
with work affiliation (rs=-.246). It is also found to have a
weak relationship with age (rs=.121) and civil status
(rs=.127).
The results suggest that the quality product preference
is considered and affected by one’s sex, educational
attainment, age and civil status (Creusen, 2010). This
implies that the more you mature or age, the more you are
most likely to consider the product preference of quality
(Ordun, 2015). The inverse relationship of quality to work
affiliation could be attributed to the factor placing of the
questionnaire where the most tenured positions are listed in
descending order.
According to the results, females are most likely to
consider quality probably due to their detail-oriented nature
hence carefully perusing the quality of a product they intend
to purchase (Fromm, 2018).

WESLEYAN
GRADUATE SCHOOL
Government employees are also found to more likely
consider quality more than working students since they most
probably have more income and more knowledge in purchasing
the products (Blank, 2018).
The product preference of price was found to have a
age(rs=.142), highest educational attainment(rs=.152), and
income (rs=.197) while it has a strong negative relationship
with work affiliation (rs=-.202).
The results suggest that the product preference of price
is considered and affected by one’s educational attainment,
age and income (Creusen, 2010). This implies that the more
you advance your studies and income, the more you are most
likely to consider the product preference of price. The
inverse relationship of price to work affiliation could be
attributed to the factor placing of the questionnaire where
the most tenured positions are listed in descending order
(Brown, 2018).
The results imply that the age group of 31-34 considers
price since they are part of marrying or family age wherein
most individuals at this age are starting a family and
94
WESLEYAN
GRADUATE SCHOOL
therefore consider the finances needed for supporting a
family (Karin, 2016). Respondents with post graduate
education consider price probably because they still have
financial obligations or loans regarding their post grad
studies and are budgeting their income for both studies and
daily needs. Respondents with P25,000 and above income are
most likely to consider price due to their experiences in
making bad purchasing in the past when their income was small
and bad decisions made big financial consequences. Government
employees might also have loans to consider paying hence
their tendency to consider price when purchasing.
The product preference of familiarity was found to have
a strong positive relationship with the demographic factor
of age (rs=.169), highest educational attainment (rs=.185),
and income (rs=.220) while it has a strong negative
relationship with work affiliation (rs=-.250).
Consistently, results suggest that the product
preference of familiarity is considered and affected by one’s
age, educational attainment, and income (Creusen, 2010). This
implies that the more you advance your studies and income,
the more you are most likely to consider the product
preference of familiarity. The inverse relationship of
95
WESLEYAN
GRADUATE SCHOOL
familiarity to work affiliation could be attributed to the
factor placing of the questionnaire where the most tenured
positions are listed in descending order.
The consideration of older millennials for familiarity
maybe caused by nostalgic reasons wherein they try to
remember or recreate products their childhood household used
to purchase (Ng, 2015). Since they are in their marrying or
family age, they may be considering a familiar product since
it has been tried and tested to be of quality use by their
own parents or heads of family. Post graduates and government
employees may consider familiarity probably because of their
now extensive knowledge and exposure to different products
and choosing those they are familiar with and known to be
used by trusted individuals. High earning respondents may
consider familiarity due to their experience of buying many
trusted products or recommended products and avoiding
purchasing mistakes by buying only familiar products
(agencyascend.com, 2018).
The product preference of brand name was found to have
a strong positive relationship with the demographic factor
of income (rs=.133) and a negative relationship with work
affiliation (rs=-.147). It is also found to have a weak
96
WESLEYAN
GRADUATE SCHOOL
relationship with age (rs=.106) and highest educational
attainment (rs=.118).
The results suggest that the product preference of brand
name is considered and affected by one’s age, educational
attainment, and income (Creusen, 2010). This implies that
the more you advance your studies and income, the more you
are most likely to consider the product preference of brand
name. The inverse relationship of brand name to work
descending order (Davis, 2018).
High earning respondents, with post graduate degrees
and are government employees are most likely to consider
brand name because they can now afford more expensive brands
that are known to have excellent quality. Older respondents
are most likely to consider a brand name due to their
experiences with certain brands (Desjardins, 2016).
The product preference of advocacy was found to have a
strong negative relationship with work affiliation (rs=.-
149). It is also found to have a weak relationship with age
(rs=.106) and highest educational attainment (rs=.123).
97
WESLEYAN
GRADUATE SCHOOL
The results suggest that the product preference of
advocacy is considered and affected by one’s age and
educational attainment (Creusen, 2010). This implies that
the more you age and advance your studies, the more you are
most likely to consider the product preference of advocacy.
The inverse relationship of advocacy to work affiliation
could be attributed to the factor placing of the
descending order (De la Cruz, 2016).
Government employees are the most likely to consider
advocacy due to their affiliation with the government and
immediate exposure to the many programs the government
creates to raise awareness for common advocacies like womens’
rights, environmental management, labor laws and
prioritizing marginalized sectors hence they are well aware
of the implications of buying a product that supports
specific advocacies (Outlook, 2018). Older respondents and
those with collegiate or post graduate studies may be made
aware due to certain organization they are exposed to in
their respective universities that have specific thrusts and
advocacies (Desjardins, 2016).
98
WESLEYAN
GRADUATE SCHOOL
The product preference of utility was found to have a
highest educational attainment (rs=.147), and income
(rs=.131) while it has a strong negative relationship with
work affiliation (rs=. -148). It is also found to have a weak
relationship with age (rs=.129).
The results suggest that the product preference of
utility is considered and affected by one’s age, educational
attainment, and income (Creusen, 2010). This implies that
the more you mature, advance your studies, and income, the
more you are most likely to consider the product preference
of utility. The inverse relationship of utility to work
descending order (Bodker, 2017).
Post graduate degree holders are most likely to consider
utility since they are most likely able to understand the
uses and purposes of many products and are therefore able to
identify which are useful to them and or their household.
The same considerations go for those who work in the
government and have incomes of 25000 above. The older
respondents are also more likely to consider product utility
99
WESLEYAN
GRADUATE SCHOOL
because they have experiences purchasing unnecessary product
in their younger years.
The product preference of product category was found to
have a strong negative relationship with work affiliation
(rs=-.143). The results suggest that the product preference
of product category is considered and affected by one’s work
affiliation (De la Cruz, 2016). This implies that the more
you advance your career, the more you are most likely to
consider the product preference of familiarity. The inverse
relationship of price to work affiliation could be attributed
to the factor placing of the questionnaire where the most
tenured positions are listed in descending order (Nowlin,
2018).
Government employees are the only ones found to most
likely consider a product’s category when purchasing. This
is probably influenced by common practices in the government
sector to acquire only materials whose category is relevant
to the specific government sector they are in (i.e.
calculator under finance related products).
100
WESLEYAN
GRADUATE SCHOOL
4.1.2 Sociographic and Psychographic Profile and
Product Preference
Table 26 and Table 27 present the respective
categories of the sociographic and psychographic
profiles of the respondents and their significant
relationship to the categories of product preference.
101
WESLEYAN
GRADUATE SCHOOL
Table 26 Significant Relationship Sociographic and Psychographic Profile and Product Preference
Religious Background Personality
value
rs p rs pvalue
Quality -.003 .947 -.031 .543
Price -.001 .980 -.042 .408
Familiarity .007 .887 .043 .393
Brand Name .050 .326 -.064 .206
Advocacy .043 .389 -.013 .799
Utility .076 .131 -.029 .569
Product Category .083 .098 .067 .184
Table 27 Significant Relationship Sociographic and Psychographic Profile and Product Preference
Lifestyle Athletic Beauty Health Family Others
rs p value rs pvalue rs pvalue rs pvalue rs pvalue
Quality .030 .558 .026 .610 .011 .826 .125* .013 -.110* .029
Price .048 .346 .122* .015 .074 .140 -.020 .698 -.089 .076
Familiarity .013 .798 .104* .039 .007 .886 -.084 .097 -.069 .173
Brand Name .012 .811 .089 .078 -.048 .337 -.098 .051 -.053 .292
Advocacy .077 .129 .110 .028 -.079 .118 -.083 .099 -.139** .006
Utility -.026 .601 .100* .048 -.059 .244 .005 .922 -.081 .109
Product .031 .541 .037 .461 -.010 .837 .010 .847 -.104* .038
Category
*Correlation is significant at the 0.05 level (2-tailed)
102
WESLEYAN
GRADUATE SCHOOL
The data shows that there is no significant
relationship between product preference and either
religion or personality. Although there was found to be
a weak positive relationship between the product
preference of quality and family (rs=.125) and a weak
negative relationship with other lifestyles (rs=-.110).
For the product preference of advocacy, a strong
negative relationship was found with other lifestyles
(rs=-.139). While for the product preference of utility,
a weak positive correlation was found for beauty-
oriented lifestyles (rs=.100) and the product preference
of product category was found to have a weak negative
relationship with the other lifestyles (rs=-.104)
These results indicate that only the lifestyle
sociographics have a significant relationship with the
product preference categories. A relationship between
quality and family-oriented lifestyles indicate that
respondents who consider their families or are in charge
of buying for their families are most likely to consider
the category of quality before purchasing (Baird, 2015).
Significance with the other lifestyles inconclusive
since it represents varied answers.
103
WESLEYAN
GRADUATE SCHOOL
Religion and personality were found to have no
significant relationship with any of the product
preferences. This implies neither Muslim nor Christian
and even other religious backgrounds consider the
quality, price, familiarity, brand name, advocacy,
utility or product category while thinking of their
belief systems when making a purchase. Religion nor
personality are not useful indicators for identifying
product preference among millennials.
Lifestyles however are found to be significantly
correlated to the product preferences. The family-
oriented lifestyle considers the quality of the products
they buy probably because they are buying it for their
family members. Beauty oriented lifestyles have a
relationship with utility probably for considering the
many cosmetic products that have a wide range of uses
(Fromm, 2018). Other lifestyle is also found to have a
negative relationship to quality, advocacy and product
category although it is unclear why since these
alternate lifestyles were never explicitly indicated.
104
WESLEYAN
GRADUATE SCHOOL
4.1.3 Geographic Profile and Product Preference
Table 28 presents the respective categories of the
geographic profile of the respondents and their
significant relationship to the categories of product
preference.
relationship between geographic profile and the product
preference categories. This could be attributed to the
idea that product preferences are not affected by the
type of community the respondents reside in (Siriam
et.al., 2005).
The absence of significance between geographic
profile and product preference categories maybe
attributed to the fact that specific location does not
affect the consumers’ preference to any of the
categories. It maybe implied that location does dictate
if a consumer will value quality over advocacy and the
like (Ordun, 2015).
105
WESLEYAN
GRADUATE SCHOOL
Table 28 Significant Relationship between Geographic Profile and Product Preference

Community
rs pvalue
Quality .006 .908
Price -.041 .418
Familiarity -.026 .605
Brand Name -.206 .608
Advocacy -.053 .295
Utility -.032 .523
Product Category -.013 .792
106
WESLEYAN
GRADUATE SCHOOL
4.2 Significant Relationship between Profile and Buying
Behavior
The following table presents data that computes the
presence or absence of a significant relationship between
the millennials profile and their buying behavior. The data
gathered for profile of the respondents include their
relationship to buying behavior. Categories in buying
behavior are planned impulse, reminded impulse, suggested
impulse and pure impulse.
4.2.1 Demographic Profile and Buying Behavior
demographic profile of the respondents and their
significant relationship to the categories in buying
behavior.
107
WESLEYAN
GRADUATE SCHOOL
Table 29 Significant Relationship of Demographic Profile and Buying Behavior

Attainment
rs pvalue rs pvalue rs pvalue rs pvalue rs pvalue rs pvalue
Planned .140** .005 .040 .429 .044 .381 .200** .000 -.223** .000 .190** .000
Impulse
Reminded .107* .034 -.038 .450 .032 .529 .132** .009 -216** .000 .252** .000
Impulse
Suggested .120* .017 -.006 .910 .000 .999 .082 .105 -.181** .000 .161** .001
Impulse
Pure .043 .390 -.066 .187 .015 .771 .007 .890 .172 .395 .079 .118
Impulse
108
WESLEYAN
GRADUATE SCHOOL
The buying behavior of planned impulse was found
to have a strong positive relationship to age (rs=.140),
highest educational attainment (rs=.200), income
(rs=.190) and a strong negative correlation to work
affiliation (rs=-223).
The results here suggest that planned impulse
buying are all affective with age, highest educational
attainment, work affiliation and income (Simoes, 2008).
The demographics that are affected suggest that maturity
and experience as well as income and tenure affect
buying behavior among millennials in San Jose.
Older respondents were most likely to practice
planned impulse due to their training to purchase items
based on a list, a practice they inherited from their
parents (Muralidharan, 2015). Post-graduate respondents
with high income and government employees practiced
planned impulse buying due to their experiences of
purchasing items that were not needed or were not on
the original list during their early experiences of
financial capability and grocery shopping.
109
WESLEYAN
GRADUATE SCHOOL
The buying behavior of reminded impulse was found
to have a strong positive relationship to highest
educational attainment (rs=.132), income (rs=.252) and a
strong negative relationship to work affiliation (rs=-
216). A weak positive relationship was also found for
the buying behavior of age (rs=.107).
The results here suggest that reminded impulse
buying was affective with highest educational
attainment, work affiliation and income (Simoes, 2008).
The demographics that were affected suggest that
experience, income and tenure affect buying behavior
among millennials in San Jose.
Post graduate respondents, government employees
and high earning respondents are most likely to practice
reminded impulse buying because of the many
responsibilities they have and are most likely to forget
to list down items that are needed and later on are
reminded to purchase products when they see or are
reminded of it (Shark, 2018). Older respondents are also
most likely prone to practice reminded impulse buying
because of the probability of older individuals to
forget and needed to be reminded.
110
WESLEYAN
GRADUATE SCHOOL
The buying behavior of suggested impulse was found
to have a strong positive relationship to income
(rs=.161) while it has a strong negative relationship
to work affiliation (rs= -181). It was also found to
have a weak relationship with age (rs= .120).
The results suggest that suggested impulse buying
is affective with age, work affiliation, and income
(Simoes, 2008). The demographics that are affected
suggest that maturity, income and tenure affect buying
behavior among millennials in San Jose.
The relationship of high earners and government
employees to the behavior of suggested impulse confirm
that these individuals are receptive to suggestions when
making their purchases, most likely they are the
consumers who are easily convinced by in-store
promodiser and sales personnel (Shma, 2012). The same
could be said of respondents who are 31-34 years old.
The buying behavior of pure impulse was found to
have no relationship with any of the demography.
The absence of relationship between pure impulse
and any of the demography confirms that behavior of pure
111
WESLEYAN
GRADUATE SCHOOL
impulse buying was not greatly affected or cannot be
dictated by demography such age, sex, civil status and
the like.
4.2.2 Sociographic and Psychogrpahic Profile and
Buying Behavior
Table 30 and Table 31 presents the respective
categories of the sociographics and psychographic
profile of the respondents and their significant
relationship to the categories of buying behavior.
112
WESLEYAN
GRADUATE SCHOOL
Table 30 Significant Relationship Sociographic and Psychographic Profile and Buying Behavior
value
rs p rs pvalue
Planned Impulse -.001 .983 .024 .631
Reminded Impulse .039 .442 -.012 .815
Suggested Impulse .032 .521 .007 .897
Pure Impulse .030 .547 -.097 .054
Table 31 Significant Relationship Sociographic and Psychographic Profile and Buying Behavior
Lifestyles Athletic Beauty Health Family Others
value value value value
rs p rs p rs p rs p rs pvalue
Planned -.020 .695 .049 .328 -.001 .991 -.011 .834 .008 .872
Reminded -.009 .862 .108* .031 -.007 .883 -.105* .038 -.031 .533
Suggested -.037 .461 .151** .003 .066 .193 -.044 .385 -.048 .345
Pure -.024 .633 .199** .000 .061 .224 -.093 .066 -.054 .280
113
WESLEYAN
GRADUATE SCHOOL
The buying behavior of planned impulse was found
to have no significant relationship with any lifestyle
orientations. While buying behavior of reminded impulse
was found to have a weak relationship with lifestyles
which are family (r=.105) and beauty oriented (r=.108).
The buying behavior of suggested impulse and pure
impulse was found to have a strong positive relationship
to the beauty oriented (r=.151, r=.199) lifestyle.
The results here suggest that the beauty-oriented
lifestyles are more likely to practice pure impulse
buying behavior (Fromm, 2018). It is also worth noting
that the beauty-oriented lifestyle seems to be practiced
in all impulse buying behaviors except the planned
impulse suggesting that beauty-oriented millennials
never stick to their shopping list and are more likely
to purchase due to suggested and pure impulse.
Family oriented lifestyle are found to practice
reminded impulse buying and confirms the idea that
family-oriented individuals are most likely to remember
buying items for their family members hence the need to
be reminded of such purchases since the purchase is for
individuals other than themselves (Gartenstein, 2018).
114
WESLEYAN
GRADUATE SCHOOL
Beauty oriented individual are found to practice
all buying behaviors except planned impulse buying. This
indicates that beauty conscious millennials are prone
to buying beauty items out of suggestion, may it be a
reminded purchase, a suggested purchase or an impulsive
purchase (Lukina, 2016).
4.2.3 Geographic Profile and Buying Behavior
significant relationship to the categories of buying
behavior.
relationship between geographic profile and the buying
behavior categories. This could be attributed to the
idea that buying behaviors are not affected by the type
of community the respondents reside in (Brown, 2018).
The absence of significance between geographic
profile and buying behaviors maybe attributed to the
fact that specific location does not affect the
consumers purchasing behavior.
115
WESLEYAN
GRADUATE SCHOOL
Table 32 Significant Relationship between Geographic Profile and Buying Behavior

Community
rs pvalue
Planned Impulse -.021 .676
Reminded Impulse -.026 .605
Suggested Impulse -.078 .121
Pure Impulse -.078 .119
116
WESLEYAN
GRADUATE SCHOOL
4.3 Significant Relationship between Buying Behavior
and Product Preference
Table 33 presents data that computed the presence
or absence of a significant relationship between the
product preference and buying behavior of the residents.
Categories in product preferences are quality, price,
familiarity, brand name, advocacy, utility and product
category while the categories for buying behavior are
planned impulse, reminded impulse, suggested impulse
and pure impulse.
Majority of the buying behavior was found to have
a strong positive relationship with all product
preferences. Only the pure impulse buying behavior was
found to have no relationship with the product
preference of quality but it was found to have
relationship with all other preferences.
For planned impulse, the highest relationship
coefficient belonged to quality (rs=.214) and category
(rs=.393). This suggests that when a millennial consumer
intend or plan to buy a product, they are first most
likely to consider its quality and category.
117
WESLEYAN
GRADUATE SCHOOL
Table 33 Significant Relationship of Buying Behavior and Product Preference

Planned Impulse Reminded Impulse Suggested Impulse Pure Impulse
value value value
rs p rs p rs p rs pvalue
Quality .214** .000 .165** .000 .120** .001 .038 .305
Price .218** .000 .268** .000 .290** .000 .269** .000
Familiarity .243** .000 .344** .000 .376** .000 .268** .000
Brand Name .175** .000 .313** .000 .302** .000 .273** .000
Advocacy .240** .000 .323** .000 .327** .000 .263** .000
Utility .230** .000 .316** .000 .304** .000 .223** .000
Product Category .393** .000 .258** .000 .304** .000 .192** .000
118
WESLEYAN
GRADUATE SCHOOL
This confirms that planned impulse buying behavior
is heavily affected by the consideration of the quality
of the purchase to be made. It may be said that since a
product has good quality it will always make it to
planned grocery or shopping list (Grimsley, 2018). Hence
manufacturers should value and market quality products
to ensure intentional purchases from consumers (Nowlin,
2018).
The same could be said for product category
implying that manufacturers should make products that
are consistent with their marketed categories (i.e a
package of salt sold together with the package of pepper
marketed for cooking purposes).
For reminded impulse buying, brand (rs=.313) and
utility (rs=.316) are the most considered product
preferences. This implies that shelf placement at a
grocery or supermarkets is a strategic way to remind
consumers of their purchases by showcasing the brand of
a product or the usefulness of a product (Gasca, 2015).
The high effect of brand name to reminded impulse
buying behavior confirms that usability of a brand logo
119
WESLEYAN
GRADUATE SCHOOL
is helpful in reminding consumers to purchase their
items especially if their items are daily commodities
and usually regularly written down in household grocery
or shopping list.
The high effect of utility to reminded buying
behavior implies that useful products or products that
are needed on a daily basis will still be purchased even
if they are not on the original shopping list as long
as a consumer is reminded of purchasing them (Blank,
2018).
For suggested impulse buying, familiarity (rs=.376)
and advocacy (rs=.327) are the most considered product
preferences. This can be attributed to situations where
a consumer is convinced to buy a product due to the
consumers familiarity with the product or the advocacy
of the product (Deloitte, 2017).
The significant relationship between familiarity
and suggested impulse buying behavior confirms that
familiarity with the brand or the consumers’ exposure
to a certain brand increases the probability of the
consumer to purchase the said brand out of suggestion
120
WESLEYAN
GRADUATE SCHOOL
(Simoes, 2008). It could be said, for example, that a
highly advertised canned good will most likely be
purchased from a promodiser when the consumer recognizes
or is familiar with the product because of their
advertisement.
The confirmed effect of advocacy to cause a
consumer to buy a product out of suggestion relies
heavily on the appeal of the suggested advocacy
supported by the product (Siriam et.al., 2005). It could
be said that if a consumer is suggested to buy a product
that supports orphans and the consumer values this
advocacy, the higher the probability of the consumer to
purchase the said product due to its personally
appealing advocacy.
The product preference most related to the practice
of pure impulse buying behavior is the preference of
brand name (rs=.273). It is worth noting that quality
hold no correlation to it suggesting that a consumer
does not consider quality when practicing the pure
impulse buying behavior. This may be due to the already
established trust the consumer has with a certain brand
121
WESLEYAN
GRADUATE SCHOOL
that they are willing to purchase a product impulsively
just because they know the brand name (Davis, 2018).
The high probability of brand name to cause a pure
impulse buying behavior may rely on the reputation of
the brand name itself (Burns, 2017); hence no second
thought about buying the product out of pure impulse
will be done since the reputation of the brand has
created a sense of assurance to its consumers regarding
their quality utility and the likes. It is worth noting
that price follows brand name in causing pure impulse
buying behavior – when something is cheap the easier it
is for a consumer to purchase the item with no
hesitation because there are minimal financial
consequences (Desjardins, 2016).
Interesting results are found between the
relationships of product preference and buying
behavior. For planned impulse buying the most considered
product preferences are the quality and category of the
product. It can be assumed that whenever millennial
consumers plan on making a purchase, they carefully
weigh the quality and purpose of the product they intend
to buy (Baird, 2015).
122
WESLEYAN
GRADUATE SCHOOL
Because of these results, the null hypothesis for
the relationship between product preference and buying
behavior is rejected.
5. Significant Difference between Profile, Product
Preference and Buying Behavior
The data gathered which computed the significant
difference between profile of the respondents and product
preferences, the significant difference between profile of
the respondents and buying behavior, and the significant
difference between product preference and buying behavior.
5.1 Significant Difference between Profile and Product
Preference
presence or absence of a significant difference between the
millennials profile and their product preference. The data
difference to product preference. Categories in product
preferences are quality, price, familiarity, brand name,
advocacy, utility and product category.
123
WESLEYAN
GRADUATE SCHOOL
5.1.1 Demographic Profile and Product Preference
significant difference to the categories in product
preference.
124
WESLEYAN
GRADUATE SCHOOL
Table 34 Significant Difference of Demographic Profile and Product Preference

Attainment
Fvalue p value Fvalue pvalue Fvalue pvalue Fvalue pvalue Fvalue pvalue Fvalue pvalue
Quality 7.984** .000 21.490** .000 .000 .101 8.971** .000 5.543** .000 2.673** .015
Price 3.992** .008 .008 .930 .930 .992 2.830 .038 4.913** .000 2.709** .014
Familiarity 3.850** .010 .032 .857 .857 .552 4.913** .002 6.265** .000 4.421** .000
Brand Name 1.740 .158 1.497 .222 .222 .700 2.052 .106 3.644** .003 1.296 .258
Advocacy 2.426 .065 .000 .992 .992 .987 2.519 .058 2.574** .026 1.476 .185
Utility 5.450** .001 1.476 .225 .225 .645 3.259** .022 2.981** .012 1.674 .126
Product 5.058** .002 1.393 .239 .239 .511 3.241** .022 3.022** .011 1.935 .074
Category
**p-value significant at .05 level
125
WESLEYAN
GRADUATE SCHOOL
The product preference of quality has a significant
difference with the factors of age (F= 7.984), sex (F=
21.490), highest educational attainment (F= 8.971), work
affiliation (F= 5.543), and income (F= 2.673).
These results suggest that there are varying
reactions on quality when it comes to age, sex,
educational background and occupational background
(Gartenstein, 2018). The demographics that are affected
suggest that maturity, income and tenure affect product
preferences of quality among millennials in San Jose.
The product preference of price has a significant
difference with the factors of age (F= 3.992), work
affiliation (F= 4.913), income (F= 2.709).
reactions on price when it comes to age and occupational
background (Gartenstein, 2018). The demographics that
are affected suggest that maturity and income affect
product preferences of pricing among millennials in San
Jose.
The product preference of familiarity has a
significant difference with the factors of age (F=
126
WESLEYAN
GRADUATE SCHOOL
reactions on familiarity when it comes to age,
educational background and occupational background
(Gartenstein, 2018). The demographics that are affected
suggest that maturity and experience as well as income
and tenure affect product preferences of familiarity
among millennials in San Jose.
The product preference of brand name has a
significant difference with the factor work affiliation
(F= 3.644) while the product preference of advocacy has
a significant difference with the factor work
affiliation (F= 2.574).
reactions on brand and advocacy when it comes to
occupational background (Gartenstein, 2018). The
demographics that are affected suggest that experience
as well tenure affect product preferences of band name
and advocacy among millennials in San Jose.
127
WESLEYAN
GRADUATE SCHOOL
The product preference of utility has a significant
difference with the factors of age (F= 5.450), highest
educational attainment (F= 3.259), while the product
preference of category has a significant difference with
the factors of age (F= 5.058), highest educational
attainment (F= 3.241), and work affiliation (F= 3.022)
reactions on utility when it comes to age, educational
background while there are varying reactions to product
preference when it comes to age, educational background,
and occupational background (Gartenstein, 2018). The
demographics that are affected suggest that maturity
and experience affect the product preference of utility
while maturity, experience and tenure affect product
preferences of product category among millennials in
San Jose (McGuire, 2016).
Product Preference
Table 35 present the respective categories of the
sociographic and psychographic profiles of the
respondents and their significant difference to the
categories in product preference.
128
WESLEYAN
GRADUATE SCHOOL
Table 35 Significant Difference Socio-Psychological Profile and Product Preference

Fvalue pvalue Fvalue pvalue
Quality 2.104 .099 .213 .808
Price .811 .488 1.378 .253
Familiarity 1.601 .189 2.406 .092
Brand Name 2.555 .055 .977 .377
Advocacy 1.636 .181 1.692 .185
Utility 1.796 .147 .101 .904
Product Category 1.659 .175 .382 .683
129
WESLEYAN
GRADUATE SCHOOL
difference between religious background and product
preference or between personality and product
preference.
5.1.2 Geographic Profile and Product Preference
significant difference to the categories in product
preference.
The data shows that there is a significant
difference between geographic profile and the product
preference category of advocacy. This could be
attributed to the idea that only advocacy was affected
by the type of community the respondents reside in
(White, 2014).
130
WESLEYAN
GRADUATE SCHOOL
Table 36 Significant Difference between Geographic Profile and Product Preference

Community
Fvalue pvalue
Quality 1.346 .261
Price .936 .393
Familiarity .281 .755
Brand Name .538 .584
Advocacy 3.775** .024
Utility .891 .411
Product Category .886 .413
131
WESLEYAN
GRADUATE SCHOOL
5.2 Significant Difference between Profile and Buying
Behavior
presence or absence of a significant difference between the
millennials profile and their buying behavior. The data
demographic profile, their socio-psychographic Profile and
difference to buying behavior. Categories in buying behavior
are planned impulse, reminded impulse, suggested impulse and
pure impulse.
5.2.1 Demographic Profile and Buying Behavior
significant difference to the categories of buying
behavior.
132
WESLEYAN
GRADUATE SCHOOL
Table 37 Significant Difference of Demographic Profile and Buying Behavior

Attainment
value value value value value value
F p F p F p Fvalue pvalue Fvalue pvalue Fvalue pvalue
Planned 3.119** .026 .034 .854 1.141 .332 5.853** .001 5.289** .000 2.901** .009
Impulse
Reminded 3.183** .024 .377 .539 .844 .470 2.848** .037 6.318** .000 5.175** .000
Impulse
Suggested 1.941 .122 .043 .837 .988 .398 1.172 .320 3.378** .005 2.157** .046
Impulse
Pure 3.057** .028 1.499 .222 1.669 .173 .587 .624 1.622 .153 2.373** .029
Impulse
133
WESLEYAN
GRADUATE SCHOOL
The buying behavior of planned impulse has a
significant difference with the factors of age
(F=3.119), highest educational attainment (F=5.853),
work affiliation (F=5.289), and income (F=2.901).
The demographics that are affected suggest that
maturity and experience as well as income and tenure
affect the buying behavior of Planned impulse among
millennials in San Jose (Shark, 2018).
The buying behavior of reminded impulse has a
maturity and experience as well as income and tenure
affect the buying behavior of reminded impulse among
millennials in San Jose (Shark, 2018).
The buying behavior of suggested impulse has a
significant difference with the factors of work
income and tenure affect the buying behavior of
134
WESLEYAN
GRADUATE SCHOOL
suggested impulse among millennials in San Jose (Shark,
2018).
The buying behavior of pure impulse has a
3.057), and income (F= 2.373).
For pure impulse, it could be implied that it has
a difference with age and income since young consumers
are most likely to buy something on a whim while high
earning millennials can afford buying things on impulse
due to their high income (Shma, 2012).
Buying Behavior
Table 38 present the respective categories of the
sociographics and psychographic profile of the
respondents and their significant difference to the
categories of buying behavior.
135
WESLEYAN
GRADUATE SCHOOL
Table 38 Significant Difference of Socio-Psychological Profile and Buying Behavior

value value value
F p F pvalue
Planned Impulse 1.220 .302 .145 .865
Reminded Impulse .727 .536 .036 .965
Suggested Impulse 2.495 .060 1.535 .217
Pure Impulse 3.511** .015 4.082** .018
136
WESLEYAN
GRADUATE SCHOOL
The buying behavior of planned impulse, reminded
impulse and suggested impulse has no significant
difference with any of the sociographic or psychographic
profile of the respondents.
The buying behavior of pure impulse has a
significant difference with the factors of religious
background (F= 3.511) and personality (F= 4.082).
These results suggest that only the buying behavior
of pure impulse is affected by the sociographic and
psychographic profile of the respondents
(Muruganantham, 2013). It may be inferred from
personality that consumers with extroverted personality
are more likely to be the ones who practice the buying
behavior of pure impulse, although further studies
should be conducted to verify this.
5.2.3 Geographic Profile and Buying Behavior
significant difference to the categories of buying
behavior.
137
WESLEYAN
GRADUATE SCHOOL
Table 39 Significant Difference between Geographic Profile and Buying Behavior

Community
value
F pvalue
Planned Impulse .195 .823
Reminded Impulse .741 .478
Suggested Impulse 1.293 .278
Pure Impulse 1.948 .144
** p value significant at 0.05 level
138
WESLEYAN
GRADUATE SCHOOL
difference between geographic profile and the buying
behavior categories. This could be attributed to the
idea that buying behaviors are not affected by the type
of community the respondents reside in (Murdough, 2017).
5.3 Significant Difference between Buying Behavior and
Product Preference
Table 40 presents data that computed the presence or
absence of a significant difference between the product
preference and buying behavior of the residents. Categories
to product preferences are quality, price, familiarity, brand
name, advocacy, utility and product category while the
categories for buying behavior are planned impulse, reminded
impulse, suggested impulse and pure impulse.
Most buying behaviors have significant differences with
all product preferences. Only the product preference of
quality did not make a significant difference with the
behaviors of suggested and pure impulse. For the buying
behavior of planned impulse, the highest significant
difference or most considered product preferences are quality
(F= 4.235) and product category (F= 8.565).
139
WESLEYAN
GRADUATE SCHOOL
Table 40 Significant Difference of Buying Behavior and Product Preference

Planned Impulse Reminded Impulse Suggested Impulse Pure Impulse
value value value value value value
F p F p F p Fvalue pvalue
Quality 4.235** .000 1.931** .017 1.469 .108 1.552 .079
Price 4.279** .000 5.090** .000 5.059** .000 4.532** .000
Familiarity 3.264** .000 6.456** .000 6.582** .000 3.688** .000
Brand Name 2.936** .000 6.105** .000 6.402** .000 4.521** .000
Advocacy 4.585** .000 5.221** .000 5.682** .000 3.780** .000
Utility 4.710** .000 6.108** .000 6.448** .000 4.352** .000
Product Category 8.565** .000 4.377** .000 5.808** .000 2.546** .001
140
WESLEYAN
GRADUATE SCHOOL
For the behavior of reminded impulse, the most
considered product preference is that of price (F= 5.090).
While for suggested impulse the preferences of familiarity
(F= 6.582), brand name (F= 6.402), advocacy (F= 5.682) and
utility (F= 6.448) are the most considered preferences.
These results suggest that on any type of buying behavior
all preferences are considered except for quality when it
comes to suggested or pure impulse buying behavior (Driver,
2016). The lack of significance between suggested and pure
impulse to the product preference of quality could be based
the notion that quality cannot be “suggested” nor observed on
impulse.
6. Marketing Strategies Targeted at Millennials in San Jose
City
The strategies constructed are drawn from the results of
the relationships and differences found between the profiles,
the product preferences and the buying behaviors of the
respondents.
Table 41 discusses marketing strategies targeted at
millennials in San Jose City. The table consists of factors
regarding the product preference to be marketed, buying
141
WESLEYAN
GRADUATE SCHOOL
behavior most effectively elicited by the product preference,
suggested types of marketing strategies, the type of exposure
to the strategy as well as the length of exposure.
Table 41 Strategies to be Employed

Preference Buying Plausible Most Most
Behavior Marketing Effective Effective
Most Strategies to Type of Length of
Effectively be Employed Exposure Exposure
Elicited to to
Product Product
Quality Planned commercial, personal, long
Impulse reviews word of
mouth,
digital,
mass
media
Price Pure sale alerts, personal short
Impulse discounts,
free samples
Familiarity Suggested promos, personal, short
Impulse free samples, word of
demos mouth
Brand Name Reminded product personal short
Impulse placement,
logo visibility
Pure promos, personal short
Impulse discounts
Advocacy Suggested informative personal short
Impulse advertisements,
demos,
partnership
promos
Utility Reminded product personal short
Impulse placement,
demos
Product Planned commercials, personal, long
Preference Impulse reviews, word of
informative mouth,
advertisements digital,
mass
media
142
WESLEYAN
GRADUATE SCHOOL
Consumers who highly consider quality are most likely to
behave on planned impulse and are the kinds who make a list.
Strategies to be used on them could be in the form of
commercials and product reviews. Effective types of exposure
are personal types of exposure where they are able to try the
product and experience its quality, word of mouth type of
exposure, and digital or mass media type of exposure over a
long period of time.
Consumers who highly consider price are most likely to
behave on pure impulse. Strategies to be used on them could
be in the form of sale alerts, discounts, and free samples.
Effective type of exposure is personal type of exposure where
they are able to see its price immediately.
Consumers who highly consider familiarity are most
likely to behave on suggested impulse. Strategies to be used
on them could be in the form of promos, free samples and
demos. Effective types of exposure are word of mouth exposure
and personal type of exposure wherein they are able to see
its price immediately.
Consumers who highly consider brand name are most likely
to behave on two impulses, reminded impulse and pure impulse.
Strategies to be used on reminded impulse behaving brand name
143
WESLEYAN
GRADUATE SCHOOL
consumers could be in the form of product placement and logo
visibility. Effective type of exposure is personal type of
exposure where they are able to see the brand name
immediately. Strategies to be used on pure impulse behaving
brand name consumers could be in the form of promos and
discounts. Effective type of exposure is personal type of
exposure wherein they are able see the brand name instantly.
Consumers who highly consider advocacy are most likely
to behave on suggested impulse. Strategies to be used on them
could be in the form of informative advertisement,
informative demos and partnership promos. Effective type of
exposure is personal type of exposure wherein they are able
to understand its advocacy easily.
Consumers who highly consider utility are most likely to
behave on reminded impulse. Strategies to be used on them
could be in the form of product placement and demos. Effective
type of exposure is personal type of exposure wherein they
are able see the utility or usefulness of a product instantly.
Consumers who highly consider product category are most
likely to behave on planned impulse and are the kinds who
make a list. Strategies to be used on them could be in the
form of informative advertisement and demos. Effective types
144
WESLEYAN
GRADUATE SCHOOL
of exposure are word of mouth type of exposure, digital or
mass media type of exposure and personal type of exposure
wherein they are able to try the product and experience its
product category over a long period of time.
7. Implications of the study as to the societal impact and
marketing responsibility of companies
It could be said that it is the corporate social
responsibility of marketing and advertising firms to consider
marketing their products in such a way that does not promote
wasteful or careless consumption of goods.
The product preferences of quality, price and advocacy
may be used to create good quality products at an affordable
price that lasts for a long time and will not require
consumers to throw them away immediately. The quality make of
the product would encourage reusing or upcycling their
product therefore encouraging the advocacy of caring for the
environment. The affordable price of the quality product
makes caring for the environment accessible and doable by
all. Brand name and familiarity of products may be used to
promote culture and family traditions due to the nature of
the product preference of familiarity. Using the brand name’s
influence, the preference of consuming familiar products and
145
WESLEYAN
GRADUATE SCHOOL
the family culture and values that have been associated with
them maybe encouraged through their marketing strategies like
what Lucky Me is doing with encouraging family dinners.
146
WESLEYAN
GRADUATE SCHOOL
Chapter 5
SUMMARY CONCLUSIONS AND RECOMMENDATIONS
This chapter presents the summary of findings,
conclusion about the study and recommendation of the present
investigation.
Summary
The study aimed to determine the product preferences and
buying behaviors of the millennials of San Jose City. The
study conducted a city-wide survey with questionnaires
focusing on the demographics, product preferences and buying
behavior of the respondents. They were found to be
predominantly female, single, aged 18 to 26, college
graduates who are privately employed. The most preferred
product preference was found to be the product’s quality with
the Filipino definition of quality as being “sulit” or worth
the money. The most practiced buying behavior is the planned
buying behavior though the researcher suspects that this may
be attributed to the faking good phenomenon in testing, where
in a respondent answers in such a way to present himself as
ideal or good at the cost of being completely honest with the
instrument. Overall the millennials’ buying behavior is
planned impulsive buying of quality products.
147
WESLEYAN
GRADUATE SCHOOL
Findings:
1. Profile of the Respondents
1.1 Demographic Profile
The female sex is noted to be the predominant sex
representing 60.80% of the sample population. While the
civil status is predominantly single; presenting
themselves at 76.50% of the sample. The respondents are
mostly college graduates at 57.50% and are mostly
privately employed at 37.00%.
Statistics for the frequency regarding the age
brackets may be attributed to the purposive sampling
method specifically done for the age of the respondents.
Specific ages were targeted to equally represent the
millennial generation – the intended population for this
study. All other factors such as work affiliation and
educational background maybe attributed to the age
distribution as well since age is a typical determinant
for the demographics.
1.2 Socio-Graphic and Psychographic Profile
Most of the sample population are noted to be of
the Christian faith. They are found to practice varying
148
WESLEYAN
GRADUATE SCHOOL
lifestyles with the health-conscious lifestyle being the
highest identified at 69.90% of the sample.
Most of the respondents were found to be
ambiverted, a mix of both the extroverted and
introverted personality type being represented by 58.00%
of the sample. Majority of them reside in an urban
community, presenting themselves at 59.70%.
The high representation of the Christian religious
background may be attributed to the geographic location
of the study being situated in Central Luzon. While the
high representation of health-conscious respondents
maybe attributed to their work affiliation since most of
them are already employed and value their health status
since it directly affects their ability to work and
indirectly affects their source of income. The
prevalence of the ambiverted personality maybe
attributed to its wide scope and encompassing of both
types of personality, namely the extroverted and
introverted personality type.
149
WESLEYAN
GRADUATE SCHOOL
1.3 Geographic Profile
The near monopoly of urban residents represented in
this study is attributed to both the nature and
geographic location of study being focused on consumer
behavior in a city.
2. Product Preferences of the Respondents
2.1 Quality
Results suggest that the millennial consumers of
San Jose city do not equate quality with high grade
materials but with the utility of the product. This
association may be attributed by the Filipino value of
“sulit” wherein a product’s quality is measured by its
ability to justify its quality through the combined
characteristics of price and usage or need.
2.2 Price
Results suggest that the millennial consumers still
consider a product’s price right after they consider the
quality of a product. This finding coincides with the
results on the product preference of quality since the
millennial’s definition of quality in the terms of being
“sulit” entails the characteristic of price. These
150
WESLEYAN
GRADUATE SCHOOL
findings suggest that millennial consumers of San Jose
still practice the principle of being frugal, a valued
principle of the Filipino culture.
2.3 Familiarity
Findings suggests that familiarity with a brand
is the last factor being considered by millennial
consumers of San Jose.
2.4 Brand Name
Findings suggest that the product preferences of
brand name which represents the Hierarchy of Needs level
of esteem is still preferred over the product preference
of familiarity which represents the belongingness needs.
This can be related to the Filipino culture of
colonialism where a brand (mostly foreign) denotes
quality. These findings suggest that millennial
consumers prefer a brand name due to its good reputation
implying that said consumers trust the brand they
patronize to deliver good products.
2.5 Advocacy
Results show these millennial consumers to be more
conscious and intentional with their advocacy-based
151
WESLEYAN
GRADUATE SCHOOL
purchases though advocacies are still the least of their
priorities hence the ranking of #4.
2.6 Utility
Results suggests that next to quality and product
category, the millennial consumers of San Jose City
sensibly consider the use or utility of a product when
purchasing.
2.7 Product Category
Results show millennial consumers will purchase a
product of any category as long as it suits their needs.
3. Buying Behaviors of the Respondents
3.1 Planned Impulse
Result suggests that the millennial consumers of
San Jose City strictly stick to their shopping lists and
generally only buy items as planned.
3.2 Reminded Impulse
Results suggests that the millennial consumers of
San Jose city will only impulsively buy reminded items
if the items reminded were predetermined to be needed by
the consumer but they will not buy a product for someone
else even if they were supposed to.
152
WESLEYAN
GRADUATE SCHOOL
3.3 Suggested Impulse
Results suggests that the millennial consumers of
San Jose city will most likely impulsively buy something
suggested to them if they are convinced that it looks
useful to them.
3.4 Pure Impulse
Results suggest that the millennial consumers of
San Jose city will only impulsively buy something that
they really need to buy and deny that they will
impulsively buy something for no reason.
Overall, the findings for buying behavior suggests
a faking good effect in testing wherein the respondents
try to present themselves as good or answering the ideal
answers for the behavior in question. In this instance,
they are trying to present themselves as disciplined
buyers and not impulsive buyers.
4. Significant Relationship Between Variables
The null hypothesis that there is no significant
relationship between the respondent’s profile, product
preference and buying behavior has been rejected.
153
WESLEYAN
GRADUATE SCHOOL
4.1 Product Preference and Profile of the Respondents
The results are mostly similar when it comes to the
demography that are found to have significant
correlation with product preferences. This suggests that
as these demographics progress (i.e. getting older in
age, or a growing income) the more millennials are more
likely to consider their product preferences when
purchasing items. It is also worth noting that the work
affiliation demography was found to have a negative or
inverse correlation with the product preferences which
may be due to the positioning of work affiliated factors
where in the most tenured affiliation was listed first
hence the inverse correlation.
4.2 Buying Behavior and Profile of the Respondents
The results here suggest that planned, reminded and
suggested impulse buying are all affective with age,
highest educational attainment, work affiliation and
income, sometimes with lifestyle while the beauty-
oriented lifestyles are more likely to practice pure
impulse buying behavior. It is also worth noting that
the beauty-oriented lifestyle seems to be practiced in
all impulse buying behaviors except the planned impulse
suggesting that beauty-oriented millennials never stick
154
WESLEYAN
GRADUATE SCHOOL
to their shopping list and are more likely to practice
due to suggested and pure impulse.
4.3 Buying Behavior and Product Preference of the
Respondents
Interesting results are found between the
relationships of product preference and buying behavior.
For planned impulse buying the most considered product
preferences are the quality and category of the product.
It can be assumed that whenever millennial consumers
plan on making a purchase, they carefully weigh the
quality and purpose of the product they intend to buy.
For Reminded Impulse buying, brand and utility are
the most considered product preferences. This implies
that shelf placement at a grocery or supermarkets is a
strategic way to remind a consumer of their purchases by
showcasing the brand of a product or the usefulness of
a product.
For Suggested Impulse buying, Familiarity and
Advocacy are the two most considered product preference.
This can be attributed to situations where a consumer is
suggested and convinced to buy a product due to the
155
WESLEYAN
GRADUATE SCHOOL
consumers familiarity with the product or the advocacy
of the product.
For Pure Impulse behavior, it is worth noting that
quality holds no correlation to it suggesting that a
consumer does not consider quality when practicing the
Pure Impulse Buying Behavior. The product preference
most related to the practice of Pure Impulse Buying
Behavior is the preference of Brand Name. This may be
due to the already established trust a consumer has with
a certain brand that they are willing to purchase a
product impulsively just because they know the brand
name.
5. Significant Difference Between Variables
The null hypothesis that there is no significant
difference between the respondent’s profile, Product
Preference and Buying behavior has been rejected.
5.1 Profile and Product Preference of the Respondents
The findings show that all product preferences have
a significant difference with the demographics regarding
finances. The demographics of highest educational
attainment, work affiliation and income showed a
156
WESLEYAN
GRADUATE SCHOOL
significant effect on the product preferences of quality,
price, familiarity, utility and product category. This
could imply that the financial and educational standing of
the respondent still affects the purchasing decisions of
their product preferences.
Age is also another demographic that shows
significant differences with several product preferences,
namely with quality, price, familiarity, utility and
product category. This result coincides with the assumption
that advancement in educational standing causes a consumer
to consider many variables of product preferences. The
demography of sex having a significant difference with
quality may be caused by later findings on the
conscientiousness of beauty-oriented consumers wherein
female consumers are most likely considering the quality
of a beauty product very carefully. The demography of
Community showed a significant difference with Advocacy
can be attributed to specific advocacies being thrust in
their respective areas (i.e. environmental consciousness
in the urban areas).
157
WESLEYAN
GRADUATE SCHOOL
5.2 Profile and Buying Behavior of the Respondents
The results suggest that there are varying
reactions on preferences when it comes to age, civil
status, educational background and occupational
background. The demographics that are affected suggest
that maturity and experience as well as income and tenure
affect buying behavior among millennials in San Jose.
5.3 Product Preference and Buying Behavior of the
Respondents
The product preferences’ significance to almost all
of the buying behavior proves that a product’s factor or
characteristics truly affects the buying behavior of a
consumer. The only behaviors that are not observed to
have significant differences were the suggested and pure
impulse buying with a consumer who considers quality. It
could be said that no matter how you market your product
it will not be purchased when suggested nor on pure
impulse if the quality is not considerable.
158
WESLEYAN
GRADUATE SCHOOL
Conclusions
1. The study has determined that the millennial
consumers of San Jose City are mostly female, aged 18-26,
single, college graduates and are mostly privately employed.
2. The product preferences of millennials are ranked in
order of quality, product category, utility, price, brand
name, advocacy and familiarity.
3. The buying behavior of the millennials of San Jose is
ranked in order of planned impulse, reminded impulse,
suggested impulse, and pure impulse.
4. A significant difference was found between the
profiles, the product preference and the buying behavior of
the millennials of San Jose city.
5. A significant relationship was also found between the
profiles, the product preference and the buying behavior of
the millennials of San Jose city.
6. The results found that Millennials of San Jose are
conscious consumers when it comes to the quality of product.
Most of them value quality over price and brand name over
familiarity.
159
WESLEYAN
GRADUATE SCHOOL
7. Millennial consumers of San Jose City are planned
Impulsive buyers or buyers who create and stick to a list.
But they tend to become pure impulse buyers if they are beauty
conscious consumers.
Recommendations
In relation to the findings, conclusions and limitations
of this study, the following were recommended:
1. Manufacturers have a big market of Millennials
specifically young pre-working and working females in San
Jose City who are most likely to prefer quality products, are
Planned Impulse Buyers who stick to their shopping lists and
occasionally become Pure Impulse buyers when it comes to
beauty products. Companies which produce merchandise in the
beauty sector should market products which are good products
made of quality materials and should be marketed through
commercials and recommendations and reviews.
2. Manufacturers should aim to get on the shopping list of
most millennials and should market themselves as quality
products which are useful and worth its price. Companies
should create promos that market their prices as affordable
160
WESLEYAN
GRADUATE SCHOOL
and hold product demonstrations to showcase the usefulness of
their product.
3. Manufacturers should consider that a quality product will
always be on a shopping list while reputably branded products
are the ones most likely to be bought on pure impulse.
Additionally, branded products and useful products are most
likely to be bought when reminded while price worthy and
familiar products are most likely to be bought out of
suggestion.
4. Advertisers should consider that the Millennials of San
Jose value product quality most, followed by its usefulness,
its price point and brand name. The least considered features
of a product are the consumer’s familiarity with the product
and its advocacy.
5. Researchers should widen the area of locale for the study
to gather a bigger sample to represent the population. A study
that is represented by at least 30% of the millennial
consumers in the province of Nueva Ecija or Central Luzon
would be a very insightful and useful study.
6. Researchers should focus on a specific commodity or
consumer good to be able to pin point specific product
161
WESLEYAN
GRADUATE SCHOOL
preferences for a specific product. Focusing on shampoos and
soaps or lipstick and eyeliners would prove to be very
beneficial and useful to companies that produce only those
kinds of products like Sunsilk or Ever Bilena.
7. Researchers should construct the questionnaire in such a
way that the phenomenon of faking –good maybe lessened in the
self-report of consumer behavior.
162
WESLEYAN
GRADUATE SCHOOL
REFRENCES
Agencyascend.com. (2018). The Millennial Consumer: How they

Shop and Why they Buy.
https://www.agencyascend.com/blog/millennial-consumer-
how-they-shop-why-they-buy
Arnold, A. (2017). 4 Ways Social Media Influences
Millennials' Purchasing Decisions. Forbes.
https://www.forbes.com/sites/andrewarnold/2017/12/22/4
-ways-social-media-influences-millennials-purchasing-
decisions/
Baird, C. H. (2015). To buy or not to buy? How Millennials
are Reshaping B-2-B marketing. IBM. https://www-
01.ibm.com/common/ssi/cgi-
bin/ssialias?htmlfid=GBE03658USEN
Barton, C., Fromm, J., & Egan, C. (2012). The Millennial
Consumer: Debunking Stereotypes. The Boston Consulting
Group.
http://imgstg.bcg.com/BCG_The_Millennial_Consumer_Apr_
2012%20(3)_tcm9-104741.pdf
Blank, C. (2018). Consumer Perception Theory.
https://smallbusiness.chron.com/consumer-perception-
theory-40176.html
Bodker, I. (2017). The Millennial Bleisure Trend: What Does
It Mean For the Travel Industry? Millennial Marketing.
Brown, A. (2018). Consumer Buying Behavior.
https://www1.udel.edu/alex/chapt6.html
Burns, S. (2017). Building Your Brand in the Modern Age: 3
Simple Steps on the Road to Success. Millennial
Marketing. Building Your Brand in the Modern Age: 3
Simple Steps on the Road to Success. Millennial
Marketing.http://www.millennialmarketing.com/2017/12/b
uilding-your-brand-in-the-modern-age-3-simple-steps-
on-the-road-to-success/
163
WESLEYAN
GRADUATE SCHOOL
Buying behavior (2018) . Business Dictionary.

http://www.businessdictionary.com/definition/consumer-
buying-behavior.html
Coupon Follow. (2017). The Millennial Shopping Report. The
Diamond Loupe.
https://www.thediamondloupe.com/sites/awdcnewswall/fil
es/attachments/The_Millennial_Shopping_Report_Summer20
17.pdf
Creusen, M. (2010). Product value importance and consumer
preference for visual complexity and symmetry. Emerald
Insight.
https://www.emeraldinsight.com/doi/abs/10.1108/0309056
1011062916
Davis, O. (2018). Brand Preference: Definition and
Explanation. study.com.
https://study.com/academy/lesson/brand-preference-
definition-lesson-quiz.html
De la Cruz, G. (2016). What you need to know about
millennials in the PH workforce. Rappler.
https://www.rappler.com/newsbreak/iq/147883-what-you-
need-know-about-filipino-millennials-workforce
Deloitte. (2017). Bling it on: What makes a millennial
spend more? Deloitte.
https://www2.deloitte.com/ch/en/pages/consumer-
industrial-products/articles/young-premium-
consumer.html
Desjardins, J. (2016). Top 10 Millennial Brands. Visual
Capitalist. http://www.visualcapitalist.com/top-10-
millennial-brands-charts/
Driver, A. (2016). Haven't Yet Figured Out How Millennials
Make Purchase Decisions? Guided Selling.
https://www.guided-selling.org/how-millennials-make-
purchase-decisions/
Euromonitor. (2015). 7 Types of Consumers. Euromonitor.
http://bibliotecadigital.puc-
campinas.edu.br/services/e-books/WP_Seven-Survey-
GCT_0215.pdf
164
WESLEYAN
GRADUATE SCHOOL
Engelhardt, F., N. (2011). Find us on Facebook: How Cause

Marketing has Embraced Social Media. Journal of
Marketing Development and Competitiveness. 5.
Fromm, J. (2018). The Birth Years of Millennials and

Generation Z. Millennial Marketing.
http://www.millennialmarketing.com/2018/03/the-birth-
years-of-millennials-and-generation-z/
Fromm, J. (2018). The Influence of Identity: What Gen Z
Wants from the Beauty Industry. Millennial Marketing.
http://www.millennialmarketing.com/2018/01/the-
influence-of-identity-what-gen-z-wants-from-the-
beauty-industry/
Fromm, J. (2013). Marketing to Millennials: each the
Largest and Most Influential Generation. Millennial
Marketing.https://doi.org/10.1108/JCM-03-2014-0909
Fromm, J. (2016). The Millennial Mindset: Quantifying the

Impact on Consumer Spend and Brand Preference Across
Generations. TheFutureCast.
http://www.millennialmarketing.com/wp-
content/uploads/2016/05/FUTURECAST_Millennial-Mindset-
Report.pdf
Fromm, J. (2017). The Millennial Minute: How to Create
Brand Value. Millennial Marketing.
http://www.millennialmarketing.com/2017/04/the-
millennial-minute-how-to-create-brand-value/
Fromm, J. (2015). Getting Millennials to Discover Your
Brand Means Creating a Shared Experience. Millenial
Marketing.
http://www.millennialmarketing.com/2015/11/getting-
millennials-to-discover-your-brand-means-creating-a-
shared-experience/
Fromm, J. (2015). How Did Netflix Win Over Millennials?
Millennial Marketing.
http://www.millennialmarketing.com/2015/12/how-did-
netflix-win-over-millennials/
165
WESLEYAN
GRADUATE SCHOOL
Fromm, J. (2015). Is Turning Off Social Media the Next

Millennial Social Movement? Millennial Marketing.
http://www.millennialmarketing.com/2015/11/is-turning-
off-social-media-the-next-millennial-social-movement/
Gapper, J. (2018). How millennials became the world’s most
powerful consumers. Financial Times.
https://www.ft.com/content/194cd1c8-6583-11e8-a39d-
4df188287fff
Gartenstein, D. (2018). Types of Consumer Buying Behaviors
& Product Decisions . Chron.
https://smallbusiness.chron.com/types-consumer-buying-
behaviors-product-decisions-10273.html
Gasca, P. (2015). 8 Shopping Habits of Millenials All
Retailers Need to Know About. Entrepreneur.
https://www.entrepreneur.com/article/253582
Gopinath, M. (2015). Millennials and the Impact of Social
Brand Perception. Ipsos SMX. https://www.ipsos.com/en-
us/knowledge/consumer-shopper/millennials-and-impact-
social-brand-perception
Graham, M. (2017). Millennials' Top List of Favorite
Brands. AdAge. http://adage.com/article/cmo-
strategy/millennials-care-brands-improving-personal-
brand-study/310187/
Griffin, E. (2014). A First Look at Communication Theory:
Chapter 10. McGraw-Hill.
Grimsley, S. (2018). What is Consumer Buying Behavior?
study.com. https://study.com/academy/lesson/what-is-
consumer-buying-behavior-definition-types-quiz.html
Hammel, K. (2018). The Modern Buyer: How Millennials Shop
Now. eBay Community.
https://community.ebay.com/t5/eBay-for-Business/The-
Modern-Buyer-How-Millennials-Shop-Now/ba-p/28085202
Huff, S. (2018). Marketing to Gen Z. Millennial Marketing.
Huff, S. (2018). The 3 C’s of Gen Y: Calm, Cool and
Connected. Millennial Marketing.
166
WESLEYAN
GRADUATE SCHOOL
http://www.millennialmarketing.com/2018/02/the-3-cs-
of-gen-z-calm-cool-and-connected/
Karin, S., & Founda, J. (2016). Why Millennials Buy What
They Buy: A Study. Word Cite.
Kestenbaum, R. (2017). This is How Millennials Shop.
Forbes.
https://www.forbes.com/sites/richardkestenbaum/2017/06
/14/this-is-how-millennials-shop/
Lautiainen, T. (2015). Factors affecting Consumers' buying
decision in coffee brands. Saimaa University of
Applied Sciences.
https://www.theseus.fi/bitstream/handle/10024/94486/La
utiainen_Tanja.pdf
Lukina, A. (2016). Buying Behavior of Millenials Changing
Traditional Marketing Practices. KYAMK University of
Applied Sciences.
http://www.theseus.fi/bitstream/handle/10024/107187/Ba
chelorsThesisFinal.pdf;sequence=1
McGuire, M. (2016). How Millennials Buy. The Huffington
Post. https://www.huffingtonpost.com/michael-
mcguire/how-millennials-buy_b_11996648.html
Moreno, F., Lafuente, J., Avila, F., & Moreno, S. (2017).
The Characterization of Millennials and Their Buying
Behavior. Research Gate. DOI: 10.5539/ijms.v9n5p135
Murdough, C. (2017). How Millenials Make Purchase Decisions
Today. Affirm. https://www.affirm.com/content/how-
millennial-shoppers-make-purchasing-decisions/
Muruganantham, G., & R.S., B. (2013). Hawkins Stern Impulse
Buying Behavior Review. Int'l Journal of Marketing
Studies.
https://www.researchgate.net/profile/Ravi_Bhakat/publi
cation/280298147_A_Review_of_Impulse_Buying_Behavior/l
inks/55ef157108aedecb68fd96b9/A-Review-of-Impulse-
Buying-Behavior.pdf
Muralidharan, S., Rejón-Guardia, F. & Xue, F. (2015).
Understanding the Green Buying Behavior of Younger
Millennials from India and the United States: A
167
WESLEYAN
GRADUATE SCHOOL
Structural Equation Modeling Approach. Journal of

International Consumer Marketing. 28. 1-22.
10.1080/08961530.2015.1056328.
National Peanut Board. (2018). How Millennials are Changing

How We Shop for Food.
http://www.nationalpeanutboard.org/news/how-
millennials-are-changing-how-we-shop-for-food.htm
Ng, E. & McGinnis Johnson, J. (2015). Millennials: Who are
they, how are they different, and why should we care?.
The Multi-generational and Aging Workforce: Challenges
and Opportunities. 121-137. 10.4337/9781783476589.
https://www.researchgate.net/publication/282368010_Mil
lennials_Who_are_they_how_are_they_different_and_why_s
hould_we_care
Nowlin, J. (2018). Marketing to Millennials: How Online
Retailers can sell to this Generation – Without going
crazy.https://www.bigcommerce.com/blog/marketing-to-
millennials-ecommerce/
Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior,
Their Shopping Preferences and Perceptual Maps
Associated With Brand Loyalty. 11. 40-55.
10.3968/6697.https://www.researchgate.net/publication/
298506301_Millennial_Gen_Y_Consumer_Behavior_Their_Sho
pping_Preferences_and_Perceptual_Maps_Associated_With_
Brand_Loyalty
Outlook. (2018). Who Are The Millennial Shoppers? And What

Do They Really Want? Outlook.
https://www.accenture.com/ph-en/insight-outlook-who-
are-millennial-shoppers-what-do-they-really-want-
retail
Ram, S. (2017). Meeting millennials where they shop:
Shaping the future of shopping malls. McKinsey &
Company.https://www.mckinsey.com/industries/capital-
projects-and-infrastructure/our-insights/meeting-
millennials-where-they-shop-shaping-the-future-of-
shopping-malls
168
WESLEYAN
GRADUATE SCHOOL
Read, A. (2018). FOMO & FOLO: The Social Addiction of Gen

Y, Z. Millennial Marketing .
http://www.millennialmarketing.com/2018/03/fomo-folo-
the-social-addiction-of-gen-z/
Ries, L. (2009). In the Boardroom: Why Left-Brained
Management and Right-Brain Marketing Don't See Eye-to-
Eye. New York: HarperCollins.
San Jose City Local Goverment . (2016, March ). At a
Glance. Retrieved from City of San Jose, Nueva Ecija:
http://www.sanjosecity-ne.gov.ph/about.php
Samsung. (2017). Adapting the Retail Environment to

Millennial Shoppers: A Generation Tied to Technology.
Samsung for Business.
https://insights.samsung.com/2016/12/02/adapting-
retail-environments-to-millennial-shoppers/
Schawbel, D. (2015). 10 New Findings About the Millennial
Consumer. Forbes.
https://www.forbes.com/sites/danschawbel/2015/01/20/10
-new-findings-about-the-millennial-
consumer/#4a19733f6c8f
Schawbel, D. (2015). The Millennial Consumer Study.
Millennial Branding.
http://millennialbranding.com/2015/millennial-
consumer-study/
Shark, L. (2018). Marketing 101: Complex Buying Behavior.
The Market, Media, Life Blogspot.
http://marketmedialife.blogspot.com/2012/12/marketing-
101-complex-buying-behavior.html
Shma. (2012). 4 Types of Consumer Buying Behavior.
Management Education. https://managementation.com/4-
types-of-consumer-buying-behavior/
Simoes, L. (2008). Consumer Behavior of the Millennial
Generation. Research Gate.
https://www.researchgate.net/publication/253085064_Con
sumer_Behaviour_of_the_Millennial_Generation
169
WESLEYAN
GRADUATE SCHOOL
Siriam, S., Chintagunta, P., & Neelamegham, R. (2005).

Effects of Brand Preference, Product Attributes, and
Marketing Mix Variables in Technology Product Markets
. University of Connecticut School of Business.
https://pdfs.semanticscholar.org/f93c/89049de506aba443
005d9b302b807f5d750d.pdf
Squareup.com. (2018). 6 Millennial Shopping Trends your
Business to Keep Up With.
https://squareup.com/townsquare/6-millennial-shopping-
trends-your-business-needs-to-keep-up-with
Tuttle, B. (2015). 10 Things Millennials Buy Far More Often
than Everyone Else. Time.com.
http://time.com/money/3979425/millennials-consumers-
boomers-gen-x/
White, C. (2014). Millennials' buying habits may save the
mall. USA Today.
https://www.usatoday.com/story/money/business/2014/11/
08/ozy-end-of-brick-mortar/18664797/
170
WESLEYAN
GRADUATE SCHOOL
APPENDIX A
Location of the Study: Geographic Details of San Jose City, Nueva
Ecija
Map 1. Cities of Nueva Ecija
Map 2. Barangays of San Jose City
171
WESLEYAN
GRADUATE SCHOOL
APPENDIX B
Instrument: Self-Constructed Survey Questionnaire
PART I – DEMOGRAPHIC PROFILE
AGE: [ ] 18-22 SEX: [ ]Male Civil Stat: [ ] Single

[ ] 23-26 [ ]Female [ ] Married
[ ] 27-30 [ ] Separated
[ ] 31-34 [ ] Widowed
Highest Educational Attainment: Occupation: _______________

[ ] Elementary Graduate Position: _________________
[ ] High School Graduate
[ ] College Graduate
[ ] Post Graduate
Work Affiliation: Monthly Income / Salary /

[ ] Government Employee Allowance:
[ ] Privately Employed [ ] P2,000 and below
[ ] Self – Employed [ ] P2,001 – P5,000
[ ] Student [ ] P5,001 – P7,000
[ ] Working Student [ ] P7,001 – P10,000
[ ] Others [ ] 10,001 – 17,000
[ ] 17,001 – 25,000
[ ] 25,001 and above
PART II– SOCIODEMOGRAPHIC& PSYCHOGRAPHIC PROFILE

RELIGIOUS BACKGROUND
[ ] Christian [ ] Muslim [ ] Non-practicing
[ ] Others (pls specify): ______________
PERSONALITY
[ ] Extroverted [ ] Introverted [ ] Ambivert (both)
LIFE STLYE (may check more than 1)

[ ] Athletic / Travel Oriented
[ ] Beauty Conscious
[ ] Health conscious (i.e vegan)
[ ] Others (pls specify): ______________
[ ] Family oriented
172
WESLEYAN
GRADUATE SCHOOL
PART III – GEOGRAPHIC PROFILE

[ ] Urban [ ] Suburban [ ] Rural
Brgy name: _______________________________________
PART IV - PRODUCT PREFERENCE

On the following situations when buying /purchasing items
concerning the quality, price, familiarity, brand name,
advocacy, utility, and product category, put a check [√] on
your corresponding action using the legend below
1 = Not at All 3 = Frequently

2 = Occasional 4 = Always
Quality – you consider the level of excellence of the

product
Price – you consider the monetary value placed in
exchange for the product
Familiarity – you consider the familiarity of the
product as something people around you trust
and use
Brand Name – you consider the name or reputation of
the manufacturer
Advocacy – you consider the advocacy or thrust (i.e.
vegan, environment friendly, pro –women,
indigenous product) of the product
Utility – you consider the frequency of use or how
often you use the product
Product Category – you consider the product as a
necessity or a need rather than a want
QUALITY
4 3 2 1
I will buy the given product if…
1. it is a high-grade product
2. it has durable material
3. it shows no signs of damage
4. it is not fragile and does not easily break
5. it provides me good content
6. it fits into my needs
7. it is used by family / people I know
8. it is brand new
173
WESLEYAN
GRADUATE SCHOOL
If the product’s quality doesn’t exactly provide for your

needs but has gained popularity for its name and price, would
you still consider buying it?
_________________________________________________________________
_________________________________________________________________
PRICE
4 3 2 1
1. its pricing is suitable for my monthly budget
2. I can afford it on a daily basis
3. it is on sale, regardless of its quality
4. it is a best-seller
5. it is being sold by promos and sales
6. it is something I would buy on-the-go
7. it is expensive, which means it is in good
quality
8. it looks well packaged
If its price range is not affordable or acceptable for you to
buy in any way but is given reputation as a good product,
would you still consider purchasing this product?
_________________________________________________________________
_________________________________________________________________
FAMILIARITY
4 3 2 1
1. I am familiar with it
2. It is well-known in my neighborhood
3. I have seen it on ads and promos
4. people I know buy it as well
5. I see famous people buy it
6. smart and intellectual people buy it
7. it looks like something a well-off person would
buy
8. its design and packaging looks good
If you are faced with the product that you are unfamiliar
with but is usually purchased and consumed, would you consider
purchasing the product?
___________________________________________________________
___________________________________________________________
174
WESLEYAN
GRADUATE SCHOOL
BRAND NAME
4 3 2 1
1. it is manufactured by a brand name with good
reputation
2. it is my favorite brand
3. it gives me authority and respect when seen
with it
4. it is known to have middle-class customers
buying that brand
5. its brand name’s popularity gets me fame
6. its brand name is well-known in providing
quality experience
7. it looks like something upper-class people would
buy
8. it is used by family / people I know
If you weren’t introduced with the product’s brand name but
is given reputation as a popular product, would you still
consider purchasing this product?
ADVOCACY
4 3 2 1
1. it supports or accepts something I also
support/accept
2. it does not appear offensive or inappropriate to
others
3. I will buy the product for its statement,
regardless of what it actually is
4. I will buy the product when I see that it is
sponsored by a rights/activist organization
5. it gives me something to support in
6. people tell me that it would help in contributing
to their statement
7. it is supported by people I know
8. its packaging / design is inspired by its
advocacy
Advocacy in a product is usually seen in specially-made
services. To you, why is advocacy, statement or rights one
supports considered as one of a millennial’s choices to
consider when buying?
_________________________________________________________________
_________________________________________________________________
175
WESLEYAN
GRADUATE SCHOOL
UTILITY
4 3 2 1
1. it is useful to me / fulfills my needs
2. it is known for its usefulness
3. it is a best-selling product because of its
function
4. people I know use it as well
5. it makes me seem practical
6. I am told to because of its good service
7. it has good reviews in the media
8. its design and packaging looks looks relevant to
its use
For you, which situation or event would you prefer in buying
a product: buying for its usefulness regardless of its price,
brand name, or quality, or buying for its high-end production,
fame and its low price but has a lesser value to your needs?
___________________________________________________________
___________________________________________________________
PRODUCT CATEGORY
4 3 2 1
1. it category falls into my list of needs
2. it has what I am looking for in a product of its
likeness
3. it is something I need daily
4. it is something that a member of my household
needs daily
5. it is important in my everyday life
6. I may need it sometime
7. it promotes that it has what I need
8. its design and packaging looks relevant to its
category
How often do you buy products you need, and products you
don’t? On which do you spend more?
___________________________________________________________
___________________________________________________________
176
WESLEYAN
GRADUATE SCHOOL
PART V – BUYING BEHAVIOR

On the following situations when buying /purchasing items
concerning product preferences, put a check [√] on your
corresponding action using the legend below
1 = Not at All 3 = Frequently

2 = Occasional 4 = Always
PLANNED IMPULSE BUYING

4 3 2 1
I will only buy things…
1. if I plan on buying it
2. that are in my shopping list
3. when I need it
4. that I think of buying
5. if it is something, I would consider buying
6. that I have to buy that sustains my needs
7. I was asked to buy it
8. Buying it for someone
Is a product qualified to be in your usual shopping list by
its service to your needs, regardless of its condition,
content or price?
_________________________________________________________________
_________________________________________________________________
REMINDED IMPULSE BUYING

4 3 2 1
1. if someone tells me it is a good product
2. when I remember that I have to buy them
3. if I am convinced that they provide me with what
I need
4. because they reminded me of something, I need to
buy
5. if they are similar to other products, I buy
6. when I am reminded that I should buy them
7. when I remember that I need them
8. If I’m reminded to buy them for someone
Does the unfamiliarity of the product affect your perception
of its quality, price, brand name, or advocacy?
_________________________________________________________________
_________________________________________________________________
177
WESLEYAN
GRADUATE SCHOOL
SUGGESTED IMPULSE BUYING

4 3 2 1
1. occasionally when I see that they go with other
products I use
2. when they appear as a recommended item
3. if they look good enough for me to buy them
4. when they are paired with more popular products,
I use
5. when I want to test new products
6. that I seldom use on occasion
7. that it looks like a need them
8. they look useful
Do you occasionally buy on most products, usually consumed
or not?
_________________________________________________________________
_________________________________________________________________
PURE IMPULSE BUYING

4 3 2 1
1. immediately whether or not I know the product
2. when I really need to buy them
3. because I need them, regardless of their content
4. in the moment, when I see them
5. quickly, not thinking of anything else about it
6. instantly, when I really need them
7. Instantly for no reason
8. I have extra cash
Have you experienced buying a product out of pure impulse,
regardless of its overall condition and content?
_________________________________________________________________
_________________________________________________________________
178

7 Manuscript

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

7 Manuscript

Загружено:

Авторское право:

Доступные форматы

WESLEYAN

A METHODIST AUTONOMOUS UNIVERSITY

THE PROBLEM AND ITS SETTING

According to Eddy Ng’s 2015 study of the generation Y,

the millennial generation or popularly called as the

“millennials”, is defined as a group of people born roughly

after generation today. The study described them as the

As a generation, millennials are heavily influenced

by the trends that affected them and their boomer

parents, such as increase in divorce rates, greater

number of women participating in the labor force, and

rapid technological changes (Lancaster and Stillman,

2009; Statistics Canada, 2011a). Socioeconomically,

millennials were also raised in a relatively middle-

class environment, as the baby boomers were more

prosperous than their parents (Osberg, 2003). This has

led many commentators to characterize the Millennials as

spoiled and entitled (Howe and Strauss, 2000; Twenge,

2006). Millennials also have higher levels of post-

secondary education than earlier generations, with

younger women gaining an increasing share of university

degrees and full- time work as opposed to men and women

in previous generations (Leete, 2006; Statistics Canada,

2011b; U.S. Census Bureau, 2012). Hence, they are more

likely to question everything, and have higher

expectations of themselves (Twenge and Campbell, 2008b),

but are also troubled in terms of fulfilling their career

goals (Deal et al., 2010; De Hauw and De Vos, 2010; Lyons

et al., 2012a). This generation is also among the most

ethnoculturally diverse (Pew Research Center, 2012). In

the United States, Mexican immigrants make up nearly 30

percent of all foreign- born residents, while Canada has

seen a sharp rise in the proportion of immigrants, with

the Asia Pacific region contributing over half of

immigrants to Canada (Asia Pacific Foundation of Canada,

2014; Terrazas and Batalova, 2007).

The millennials are more likely to have gone to school

with others who are racially or culturally different, and are

exposed to messages of diversity and inclusion. As a result,

there have been suggestions that Millennials hold more

egalitarian attitudes towards women and minority groups

(e.g., LGBTs) (Broido, 2004; Decoo, 2014; Ng and Wiesner,

2007). Millennials are also much more selective in their

geographic boundaries, preferring urban and suburban areas,

which in turn affects the types of work (e.g., industries,

jobs) they perform (Foot, 2001). Given that the Millennials

number 50 million in the United States (Pew Research Center,

2012) and 9.1 million in Canada (Statistics Canada, 2011a),

they are expected to have as much impact as the Baby Boomers

in the labor market.

Millennials are the most talked about generation today

who were born with smartphones in their hands and immediate

access to the world’s information. They are by far the most

privileged generation being the ones who benefit from these

societal and technological revolutions and innovations.

They make up a large number of our population which

happens to be the biggest market too. According to an Article

by Fry (2016), millennials are on the cusp of surpassing Baby

Boomers as the nation’s largest living adult generation,

expected to overtake Boomers in population in 2019 as their

numbers swell to 73 million by 2028.

In the Philippines, Filipino Millennials make up 1/3 of

the country's total population. The city of San Jose alone