Research Intro

Factors Affecting Consumer Behavior and
Purchase Decisions among Mataasnakahoy

Senior High School Students
Ajoc, Darlyn
Gomez, Joanna Marie
Japlos, Katherine
Lajara, Mary
Parcia Jornykhel
Tenorio, Rosemel Ann
Introduction
Numerous considerations are frequently taken into account whenever someone

makes a purchase, indicating that people are sometimes persuaded to choose some
things over others. In actuality, these elements are quite important in deciding what is
purchased and how the product is used. While some people are persuaded by internal
factors to buy particular things, others are persuaded by external influences, such as
the availability of finances, to choose alternative.
Consumer behavior places a strong emphasis on comprehending how customers

make individual buying decisions and how they use their available resources, such as
time, money, and effort, to acquire a good or service (Schiffman and Kanuk, 2007).
Marketers can gain more knowledge about how consumers evaluate products and
services, the mental and/or emotional processes involved, and the factors that affect
their decisions. By understanding how consumers select a product, they may close the
market gap and identify the goods that are necessary and those that are no longer in
use.
Connecting with, involving, and persuading potential customers to buy from you
requires an understanding of consumer purchasing behavior. The stages that
customers go through before deciding to make a purchase can be characterized as the
consumer decision-making process. Since consumers go through various stages before
making a decision, a marketer's job is to concentrate on the entire purchasing process
rather than just one particular decision (Basil et al., 2013).
The decision to make a purchase is the result of a consumer's thought process,

which starts with the identification of a need, generates possibilities, and ends with the
selection of a particular brand and product. Although consumers often prefer to buy
products from their favorite brands, there are two factors that could affect their choice.
People's behavior is the first component. If a key individual in your life discourages you
from buying anything expensive, there is less chance that you will do so.
According to Kotler (2012), a consumer's choice to buy something is the result of
a multitude of choices. Every purchase has a structure made up of, among other things,
a number of different components. Choosing a product type, a product's form, a brand
that consumers will choose to purchase from, a seller that the product will be purchased
from and at which store, and a number of other decisions, including the number of
products that will be purchased, the timing of the purchase, and the method of payment,
are all decisions that need to be made.
It can be easier to comprehend the stages consumers take when determining

whether and what to buy by understanding the consumer decision process. The results
of purchase decisions can be influenced by a variety of different circumstances. The
researchers in this case decided to concentrate on factors affecting consumer behavior
and purchase decisions among Mataasnakahoy Senior High School students.
Statement of the Problem
This research aims to qualitatively examine the factors affecting consumer

behavior and purchase decisions among Mataasnakahoy Senior High School students.
Specifically, it aims to answer the following questions:
1. What factors influence consumers when making purchases?
2. To what extent does consumer behavior impact purchase decisions?
3. What outcome may be used to demonstrate how consumer behavior

influences buying decisions?
Significance of the Study
This study aim to know factors affecting consumer behavior and purchase
decisions among Mataasnakahoy Senior High School students. This study will benefit
the following.
1. Consumers- This study will benefit consumers by providing insights into the
factors that influence their behavior and purchase decisions. By understanding these
factors, consumers can make more informed decisions and be better equipped to
navigate the complex world of marketing and advertising.
2. Business Owners- The study will also be beneficial for business owners,
particularly those who cater to Mataasnakahoy Senior High School students. By gaining
insights into the factors that influence consumer behavior and purchase decisions,
business owners can develop more effective marketing strategies and tailor their
products and services to meet the needs and preferences of their target market.
3. Students- The study will also benefit students, particularly those who are
interested in marketing, business, and consumer behavior. By understanding the factors
that influence consumer behavior and purchase decisions, students can develop a
deeper understanding of the marketing and advertising industry, and be better equipped
to pursue careers in these fields.
4. Readers/Future researcher- This study will help them to know factors

affecting consumer behavior and purchase decision among Mataasnakahoy Senior
High School student. They can also this as a reference to a thesis that is related to this
study on the mere future.

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Factors Affecting Consumer Behavior and

Purchase Decisions among Mataasnakahoy

Numerous considerations are frequently taken into account whenever someone

Consumer behavior places a strong emphasis on comprehending how customers

The decision to make a purchase is the result of a consumer's thought process,

It can be easier to comprehend the stages consumers take when determining

Statement of the Problem

This research aims to qualitatively examine the factors affecting consumer

Specifically, it aims to answer the following questions:

1. What factors influence consumers when making purchases?

2. To what extent does consumer behavior impact purchase decisions?

3. What outcome may be used to demonstrate how consumer behavior

4. Readers/Future researcher- This study will help them to know factors

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