Chapter 1

THE PROBLEM AND ITS BACKGROUND

This chapter includes the introduction, background of the study, theoretical
and conceptual framework, statement of the problem, hypothesis, scope and
limitations of the study, its significance and the definition of terms.
Introduction
Students always tend to look for the best items that would satisfy their
needs, preferences and tastes. College students in particular have the most
crucial purchasing decisions. They are very particular most likely with the items
that they use in school. Predominantly, college level students are the ones who
directly buys and chooses what product to purchase. They do have much
aspects to consider to have the best that fit their personality and preference.
Generally, backpacks are one of the important things that students use.
Backpacks for some college students are more efficient to use most likely when
they have lots of things to bring. Various brands of backpacks are in the market
and have lots of differences in price, quality, designs, colors, sizes and more.

The researchers then, seek to gather and understand the buying factors of
college students in purchasing a product. Students as consumers have various
decision factors on buying. Thus, the researchers want to determine the buying
factors of college students on backpacks.
Background of the Study
Buying behavior is the decision processes and acts of people involved in
buying and using products. The process by which individuals search for, select,
purchase, use, and dispose of goods and services, in satisfaction of their needs
and wants. The purchase decision is influenced by factors such as the
consumers profile, social and cultural environment, knowledge and their
preferences in buying products.
Luxury goods are products which are not necessary but which tend to
make life more pleasant for the consumer. In contrast with necessity goods,
luxury goods are typically more costly and are often bought by individuals that
have a higher disposable income or greater accumulated wealth than the
average.
College students are the respondents in this study and will be given a
chance to evaluate themselves in buying desired luxury items specifically
Jansport backpack. College students as consumers hold a huge buying power
and are very influential among other age groups and they have their whole lives
in front of them where they might get higher paying jobs and they will continue to
buy and consume. Students are an integral part of a countrys economy they
are avid consumers and trendsetters, and they are intelligent and very informed.

They are also highly mobile and digital, and more likely to look for deals and
offers.
Theoretical Framework
The major theories of consumer behaviour can be grouped with (a)
economic theory, (b) psychological theory (c) psycho-analytical theory and (d)
socio cultural theory.
The economic theory on consumer behaviour focused on how consumers
allocate their income and how this determines the demands of various goods and
services. The traditional theory of demand starts with the examination of the
behaviour of the consumer, since the market demand is assumed to be the
summation of the demand of individual consumers. In the traditional theory, it is
assumed that the consumer has full knowledge about all available commodities,
their prices and income. In order to attain the objective, the consumer must be
able to compare the utility (satisfaction) of various baskets of goods, which he
can buy with his income.
Moreover, the basic economic theory include marginal utility theory.
Marginal utility theory was developed by classical economists. According to them
a consumer will continue to buy such products that will deliver him the most utility
or maximum satisfaction at relative prices. Economists hold the view that man is
rational in all the activities and purchasing decisions are the result of economic
calculations. This theory brought out two laws that are said to govern consumer
buying behaviour. These include law of diminishing marginal utility and law at

equi-marginal utility. As per the Law of Diminishing Marginal Utility, a consumer

satisfies his wants in order of their urgency and that he consciously or
unconsciously weighs in his mind the price he has to pay for the utility of each
product he buys. In the case of Law of Equimarginal Utility, so as to maximise
satisfaction, consumer arranges his expenditure in such a way that his marginal
utilities from different items are equalized by a process of substitution of product
or more utility for one possessing less utility.
However, the economists only partially accept this theory on the ground
that economic factors alone cannot explain variations in sales and decision of
purchase by consumers, but it is influenced by many psychological and
sociological factors. On account of these, economists have attempted to refine it
by providing improvements and thereby formulated indifference curve analysis
and theory of revealed preferences.
In the indifference curve analysis, the overall consumer choice problem is
structured as a relative choice between product alternatives within constraints
related to price, income and the available budget. Similar type of refinement of
the utility theory has also been made by Samuelson in his Revealed preference
theory and by Armstrong in his Marginal Preference theory. While the utility
approach is micro in character, there are important macro theories also.
Psychological theory. The essence of this theory (learning theory) lies in
the fact that people learn from experience and the results of experience will
modify their actions on future occasions. The importance of brand loyalty and

repeat purchase makes learning theory more relevant in the field of marketing.
This theory comes with stimulus response theories and cognitive theories.
Contributors of stimulus response theories include Purlon, Skinner
Thorindike and Kotlew. According to them learning occurs as a person responds
to some stimulus and is rewarded with need satisfaction for a correct response.
They proved that most frequent and recent stimuli are remembered and
responded. This approach is the basis of reported advertisements. The cognitive
theory was propounded by Festinger mainly to explain certain post buying
behaviour.
According to it, stimulation and want are conditioned by a consumers
knowledge, his perception, beliefs and attitudes. The theory further states that
even after a well thought out purchase, the consumers undergo some sort of
discomfort, fear or dissonance. This post decision anxiety is caused by nice
(cognitive dissonance) arising from doubts on the decisions taken. The
consumers compare on the merits of the products bought with substitutes or start
analyzing drawbacks of the product. Such customers require some reassurances
from the seller stressing that the decision taken is wise one. Though the theory
was developed to explain a post decision phenomenon, it is suitable for
explaining pre-decisions anxiety also. The advertisements and personal selling
aimed to reduce cognitive dissonance on the part of the buyer and prophets.
Gestalt theory, coined by German Psychologist Christian Von Ehrenfels,
viewed personality as the result of the interaction between the person and the

total environment and the two must be considered together as a patterned event.
Consumers attempt to stabilize their psychological field by providing meaning to
the surrounding world. Consumers, in making market decisions, strive to reduce
tension and conflict between themselves and their environmental perceptions.
Psycho-analytic theory. This theory developed from the thoughts of
Sigmund Freud. He postulates that personality has three basic dimensions, the
id, the ego and the super ego. It follows that consumer behaviour is a function of
the interaction of these three systems. Here, the id urges an enjoyable act, the
ego acts as the arbitration in determining whether to proceed or not and the
super ego presents the moral issues involved.
Further, this has led to motivational research and has proved useful in
analyzing buyers behaviour. This in turn has contributed some useful insights in
the advertising and packaging field.
Socio cultural theory. The credit of formulation of this theory goes to
Thorstein veblem (1899) and is known as veblenian model. He asserted that a
man is primarily a social animal and his wants and behaviour are largely
influenced by the group of which he is a member. He argued that people have a
tendency to fit in a society in spite of their personal likes and dislikes. Culture,
sub culture, social classes reference groups, family are the different factor
groups that influence buyer behaviour.

All the above theories give guidelines to the marketing managers how a
consumer behave in a particular situation and what are the factors which
influence their decision making process.
Conceptual Framework
INPUT

PROCESS

OUTPUT

1. Profile of the respondents

in terms of the following:
1.1 Age
1.2 Sex
1.3 Customer Loyalty
1.4 People Who
Influence in
Buying/Purchasing
Jansport Backpack
1.5 Number of Years
as Consumer of
Jansport Backpack
2. How do the respondents
assess the level of customer
importance on purchasing
Jansport backpack in terms of
the following factors:
2.1 Brand
2.2 Price
2.3 Quality
2.4 Service
2.5 Advertisement

Buying factors of
consumer when it comes
to purchasing Jansport
backpack:
1. Survey Form
2. Interpretation of
Data Gathered
3. Analysis
4. Presentation

3. How do the respondents

levels of importance compare
when they are grouped
according to their profile?

FEEDBACK

The consumers buying

factors in terms of
purchasing Jansport
Bagpacks, evaluated.

Figure 1. Research paradigm shows how the

research will take place through the I-P-O or the
Input-Process-Output system
The research paradigm shows how the research will take place through
the I-P-O or the Input-Process-Output system. The input contains the leading
variables regarding consumer buying factors decisions. It includes the profile of
the respondents which is needed to know more about consumers, the second
part which is pertained to the importance of each buying factors (brand , price,
quality, service and advertisement) to consumers and lastly, the significant
difference on the consumers-respondent on purchasing Jansport backpack.
The second frame contains the methods and procedures to be used in
analyzing those variables by using formulated questionnaires, and use of
statistical tools to produce relevant data which will be interpreted, analyzed and
presented to formulate solutions and answer the research problems presented
The output presents the outcome of the research.
The arrows include the workflow of information in the research process.
The feedback was connected to the output and input as well. It made the
research system flow continuously.
Statement of the Problem
The purpose of this study is to determine the importance of the factors
considered in buying Jansport backpack.
In evaluating the statement, this study will specifically answer the following
questions:

1. What is the demographic profile of the respondents in terms of the following?

1.1
Age
1.2
Sex
1.3
Customer Loyalty
1.4
People Who Influence in Buying/Purchasing Jansport Backpack
1.5
Number of Years as Consumer of Jansport backpack
2. How do the respondents assess the level of customer importance on
purchasing Jansport backpack in terms of the following factors?
2.1
Brand
2.2
Price
2.3
Quality
2.4
Service
2.5
Advertisement
3. How do the respondents levels of importance compare when they are
grouped according to their profile?
Hypothesis
The following hypothesis will be tested at 0.05 margin error.
The null hypothesis tested is:
There is no significant relationship between the profile of the respondents
and their buying factors in purchasing a product.
Scope and Limitations of the Study
This study will focus on the factors influencing the buying behavior on
purchasing Jansport backpack. The researchers will try to determine which
among the factors (brand, price, quality, service and advertisement) has a great
impact on the respondents in consideration of their motives to buy. This research
will cover 120 respondents, including male and female that are currently studying
at the Polytechnic University of the Philippines (Sta. Mesa, Manila) taking up
Bachelor of Science in Business Administration Major in Marketing Management
on the third year, and with are any source of income.

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Significance of the Study

This study aimed to determine the factors affecting the buying behavior and
its relevance to 3rd Year Marketing students at Polytechnic University of the
Philippines. Therefore, this study may be significant to the following:
Marketers. They will have more idea on where among the factors to focus on
creating sales.
Management. They will gain more understanding to the motives of the
consumers on purchasing a bag.
Businessmen. It will serve as a basis on how to properly communicate on
the market by using consumers' preference on buying.
Consumers. They may be given the opportunity to tell their insights and help
the companies to where they can put more effort to be able to gain sales and
patronization.
Other researchers. It will inspire them to work on this same type of study,
which shows concern on both the organization and the consumers.
Definition of Terms
For clearer understanding of the terms used in this study, below are their
meanings:
Aggressive. The state of being ready at all times.
Behaviour. The way a person acts or behaves on something.

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Consumer. A person who buys goods and services.

Consumer Behavior. This refers to the psychological study of consumers
in making a decision for purchasing products.
Impact. To have a strong effect toward something.
Linger. To stay somewhere beyond the usual or expected time.

Chapter 2
REVIEW OF RELATED LITERATURES AND STUDIES
This chapter presents the literature and studies, foreign and local which are
found relevant and may be able to assist in the present study.
Foreign Literature
What Factors Influence the Consumers Buying Behavior?

12

A consumer buys goods or services for his or her personal use.

(Armstrong & Kotler) What factors influences the consumers buying behavior?
These are cultural factors, personal factors, social factors, psychological factors,
various academic sources have been used and reviewed below.
Today, the world markets change to global market, it has brought many
opportunities and challenges, and the markets are facing more challenges even
than before, especially the rapid technological advancements like shopping
online and this fast developing economy has completely changed people's
lifestyle.
With the development of consumer society, the concept of corporate
management more concerned about the consumer changes. 60s from the 20th
century, the concept of corporate management from production orientation,
market orientation of the development of marketing orientation. "A good market
researcher will study the thought process undergone by consumers, compare it
with their demographic data, and use the resulting information to market their
products."(Armstrong et al, 2009 )
Consumers around the world is different in gender, age, income,
education level, living habits, and tastes, when they purchase the product they
show an incredible difference, those consumer purchase behaviors could be
influenced by many factors, such as cultural, personal, social and psychological.
(Armstrong & Kotler, 2009)

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The world leading authorities on marketing researchers: professor

Armstrong and professor Kotler, they analyzed " the consumer buying behavior
refers to the buying behavior of final consumer, individuals and households who
buy goods and services for personal consumption."(Armstrong & Kotler, 2009)
Linehan and Cadogan (2000) has many years experience worked with the
big companies on marketing research, they got the similar opinion with
Armstrong & Kotler, and also point out that marketers cannot control the buying
factors. Consumer buying behavior is been researched more and more today ,
due to the huge technology change ,that has taken place in the last two decades,
marketers must know what influence on the consumer's buying decision.
Those weaknesses have been discussed based in the current literature
reviews. It suggests that the marketer should not only understand the existing
model of the consumer behavior, but also should examine the effect of the
personal impulse buying factors.
Culture factors
Culture is an important factor in consumer buying behavior. Culture
distinguishes one human group from others. A people's culture includes their
beliefs, rules of behavior, language, rituals, art, and technology, styles of dress,
ways of producing and cooking food, religion, and political and economic
systems. (Kim and Ahn, 2006)
The most famous authority on culture study is Geert Hofstede, he has
determined that culture as "mental programming" which each person has his or

14

her own pattern of thinking, feeling or action which have learned through their life
time.(Hofstede,2001) Hofstede produced five different dimensions that classifies
different cultures, and his dimensions are relevant to this literature review on
consumer buying behaviors: Individualism and collectivism, has been studied as
the patterns of buying is different cultures that fall within either individualism or
collectivism categories .
Culture can be best expressed in the complex interactions of values,
attitudes, and behavioral assumptions of a society. (Schwartz 1994)
People from the USA have a higher individualism score according to
Hofsedes study(2001) ,it found that consumers from a individualism society were
more likely to purchase a product that made them stand out from others in their
social groups .They are more singularly minded they usually don't look for advice
from their friends or family before they purchase.On the other hand in a
collectivism culture like China, people will ask or seek advice from friends or
family members and look to their groups behaviors before the purchase, they
also consider what is acceptable within their group so that they reinforce their ties
with their group.
The awareness of this big gap between China and the USA is very
important to marketers, so that they can adjust their marketing strategies to
deliver the products that most suit the needs of the consumer in that particular
market .Culture differences is very important to understand, because if a
company gets it wrong it could be a very costly exercise.

15

Luna and Gupta (Luna & Gupta, 2001) have suggested that marketers
who are entering a foreign market that market should be researched to see how
consumers in that market will view their product or services, good research
should identify any potential problems.
Armstrong and Kotler are the foremost authorities on marketing in the
world today. The consumer buying behavior refers to the behavior of the
consumer, individuals and householders who buy goods and services for
personal consumption.
There work is in-depth study of consumer behavior which states that
marketers have very little control over the factors that the consumer makes to
purchase a product.
They must take into account what are the influences that control the
consumers' behavior in making a purchase.

Personal factors
Linehan and Cadogan, point out: personal factors influence buying
decisions, it includes economic, age, gender, occupation, lifestyle, and situation,
etc. (Linehan & Cadogan,2000) Peoples buying habits and tastes change with
age ,we have different needs and different outlook on life as we grow older .As
the different family cycle stages changes over time the needs also change .This
is a very important for the marketer to understand ,as to the distribution of people
in regards to their age. Marketers will try to identify age groups that have more
than the average interest in their products and services.

16

Armstrong and Kotler also has similar opinions and found that if people
with a good secure job and regular income, tend to buy more expensive and
even luxury product, where people with less income and less secure jobs tend to
buy cheaper products.
This can be expressed in hobbies, shopping, sports social events, food,
fashion, etc.
"Therefore if economic indicators point to a recession, marketers can take
steps to redesign, and reprise and their product closely. (Armstrong & Kotler,
2009) The current economic recession is presently a source of concern for
marketers attempt to determine the current buying behaviors of the consumers,
consumers are changing their buying behaviors and greatly decreasing their
overall spending.
The buying habits of consumers have changed a lot since the internet
started; consumers can now easily check the price of a product without leaving
there home at anytime in any part of the world in order to get the best price.
Marketers have to move with the trends of the consumers and find ways to get
the largest slice of the market than they can; this huge global market has a lot of
competitors.
Linehan and Cadogan highlighted that: even though people have same
job, same social class, but their lifestyle may quite different. And Professor
Armstrong and Kotler explained that lifestyle is a person's pattern of living as

17

expressed in their psychographic, it covers attitudes of life, opinions and beliefs,

interests and hobbies.
Ever person has a different personality, it relates to their buying behavior.
Personality refers to our unique psychological character tics it can be described
in terms of our self-confidence, sociability, defensiveness, adaptability, etc.
Armstrong and Kotler showed same point, said that personality has a huge
influence to decide whether use it or not.
The basic concept is that our possessions reflect our identity we are what
we are.
Our personality will reflect our consumer behavior as to which brand or
design of product that we choose, not only will it provide function but also it can
express the consumers' personality.

Social factors
Armstrong and Kotler suggested that: people choose their product for their
social status, when they buy product, it is not to enjoy them, but to let others
know that they can afford them, they hope that product can reflects their status.
Kim et al (2002) addressed consumers product choice for a particular or brand
are affected by a complex social influence, and Linehan and Cadogan (2000)
proposed that social factor also influence consumers behavior, like family, peer
group and status.

18

In real life, individual influence each other in different ways. "Peer group
will exert a particular type of behavior and put pressure on the person to
conform." (Linehan & Cadogan,2000)
There are many social factors which affect the consumer buying behavior
consumers product choice for a certain type or particular brand is affected by
complex social influences.

The family is the most important buying organization in society, family

members can strongly influence other family members on what product to
purchase mothers have the most influence as they decide what to buy, when to
buy and where to buy ,marketers need to take this group in to account when any
decisions are been made in regards to the needs of the household. (Armstrong &
Kotler, 2009)
Alcohol is an example of peer group pressure for teenagers as they would
be seen to conform to the peer group standards if they agree with the practice.
Peer pressure also creates buying for social reasons so that the person is not
seen to be the odd one out.
( Linehan & Cadogan,2000)
From these, we can see social factors have a lot of things happening for
the marketer to research, like brand image to increasing brand awareness
through the use of the internet and social networking sites .

Psychological factors

19

Armstrong & Kotler (2009) discussed that person's buying decisions are
further influenced by their motivation attitude and perception. Linehan & Cadogan
(2000) explained internal elements that influence an individual buying behavior.
Attitude is an evaluation, feeling or tendency toward something; difficult to
change them as people have attitudes toward just about everything. (Armstrong
& kotler, 2009)
A person has many needs at any given time; some are biological, arising
from states of tension such as hunger, thirst or discomfort. (Armstrong & Kotler,
2009)
Professor Armstrong and kotler (2009) also point out a person's needs
could be biological, such as hunger, thirst, or discomfort. Other needs are
psychological, such as it arising from the need for recognition, esteem, or
belonging, but in fact, most of these needs will not be strong enough to motivate
the person to act at a given point in time. A need becomes a motive it has to be
aroused to a sufficient lever of intensity.
There is another important element, which is perception. According to
Linehan, and Cadogan (2000), Perception is the process by which people select,
organize, and interpret information in order to make sense of it. No two people
will interpret the same information in the same way, thus the companies are
sending positive messages to influence consumers' select behavior, and it is very
useful to retain or enhance company's value to customers.

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A persons buying behavior are influenced by Psychological factors which

are motives, perceptions, beliefs and attitudes this is similar to the third level of
Schein's theory.
The attitudes towards certain products or brands that people exhibit which
are very hard to change, for example the IPod is the best portable music device
in the world .
It's hard for a company to compete against this product due to its advance
technology, and also how to change the attitude and the beliefs of the consumer
that there is another product which can do the same job just as effetely for a
lesser price. The company should examine carefully why consumer has chosen
this product and try to satisfy the consumer needs rather than try to change
them. A person has many needs at any given time; some are biological, arising
from states of tension such as hunger, thirst or discomfort. (Armstrong & Kotler,
2009)
A person has many needs at any given time; some are biological, arising
from states of tension such as hunger, thirst or discomfort. (Armstrong & Kotler,
2009)
Local Literature
The 5 Types of Shoppers
The Touchy-Feely Shopper. A shopper that picks something up and
then usually purchases it.

21

The Mall Lingerer. These shoppers take their time going through a store.
Guerrilla Shopper. The opposite of the mall lingerer. This person waits
until the last minute, especially around the holiday season, and then runs around
frantically, trying to get all the shopping done in one shot.
The Sales Junkie. These people are subjected to a spillover effect. If they
see one bargain, they think everything in the store is a bargain, making them apt
to spend more money.
The Social Shopper. This type enjoys shopping with friends and almost
never shops alone, they tend to make a lot of impulsive purchases.
Six Motivation-based Shopping Orientations of College Students
Chameleons. Shopping styles are situation-specific or constantly
changing. Their shopping approach is based on product type, shopping impetus,
and purchase task.
Collectors/Gathers. Stockpile items and to purchase large quantities to
either save money or alleviate the need for shopping. They attempt to get the
best price and take advantage of retailer guarantees.
Foragers. Motivated to purchase only the desired items. They are willing
to search extensively and have little store loyalty. They like to shop alone.
Hibernants. Are indifferent toward shopping. There shopping patterns are
opportunistic rather than need driven and they will often postpone even required
purchases.

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Predators. Speed oriented in their shopping. They plan before shopping

and like to shop alone. They dont enjoy shopping and tend to shop outlets where
they are assured of getting the items they need quickly.
Scavengers. Enjoy shopping both to make purchases and as an activity.
They like to go to sales and consider shopping to be entertainment. They make
numerous unplanned purchases.

Pinoys Brand Loyalty, Other Buying Habits Cited in New Study

Filipinos' brand loyalty and other buying habits were cited in a recently
released study by market research firm Nielsen and published by Yahoo!
Philippines in cooperation with Asia News Network.
According to the Nielsen Global Survey of New Product Purchase Sentiment
an estimated 80 percent of Internet-savvy Filipino consumers would buy new
products from familiar brands rather than switch to a new brand.
While 77 percent of Filipino respondents welcome new product releases, the
survey reveals that 74 percent of Filipino consumers prefer to wait until a new
innovation has proven itself before buying it.
The study also shows that 74 percent of Filipino respondents are likely to tell
others about new products that they bought.

23

The study further reports that economic factors also play a role in purchase
decisions with 60 percent of Filipino respondents reporting that challenging
economic conditions make them less likely to try a new product.
However, given a choice, 52 percent express willingness to pay a premium
price for a new product.
According to the report, Nielsen's review of 21 advertising methods across
various media and platforms shows that a mix of word-of-mouth communication,
traditional advertising, and Internet activity are the most persuasive ways to drive
awareness. However, potential reach and ease of execution varies substantially,
says the report.
Nielsens survey shows that word-of-mouth recommendations from family
and friends (83 percent) and advice from a professional or expert (82 percent)
are the most persuasive source of new product information.
Other influencing advertising means are receiving a free sample (75 percent),
traditional television advertising (72 percent) and active Internet searching (69
percent).
"Introducing innovations on established brands that are already trusted by
consumers can be a powerful strategy," Nielsen Philippines managing director
Stuart Jamieson says in the report by Asia News Network.
"To deliver successful new products, marketers and retailers should ensure
that they uncover unmet consumer needs, communicate with clarity, deliver

24

distinct product innovations, and execute an optimal marketing strategy," the

local Nielsen chief adds.
"In order for consumers to adopt new brands, says Jamieson, marketers
need to launch very strong awareness and trial-building campaigns, supported by
a positive product experience. It is vital that marketers generate positive word-ofmouth endorsements because negative experiences can significantly diminish
the likelihood of new product success."

Foreign Studies
It is worth noting that consumer buying behaviour is studied as a part of
the marketing and its main objective it to learn the way how the individuals,
groups or organizations choose, buy use and dispose the goods and the factors
such as their previous experience, taste, price and branding on which the
consumers base their purchasing decisions (Kotler and Keller, 2012).
One of such studies of consumer buying behaviour has been conducted
by Acebron et al (2000). The aim of the study was to analyze the impact of
previous experience on buying behaviour of fresh foods, particularly mussels. In
their studies the authors used structural equation model in order to identify the
relationship between the habits and previous experience on the consumer buying
decision. Their findings show that personal habits and previous experience on of
the consumers have a direct impact on the consumers purchase decision in the
example of purchasing fresh mussels. They also found that the image of the

25

product has a crucial impact on the purchasing decision of the consumer and
further recommended that the product image should continuously be improved in
order to encourage the consumers towards purchasing.
Another study conducted by Variawa (2010) analyzed the influence of
packaging on consumer decision making process for Fast Moving Consumer
Goods. The aim of the research was to analyze the impact of packaging for
decision making processes of low-income consumers in retail shopping. A survey
method has been used in order to reach the research objectives. In a survey
conducted in Star Hyper in the town of Canterville 250 respondents participated.
The findings of the research indicate that low-income consumers have more
preferences towards premium packaging as this can also be re-used after the
product has been consumed. Although the findings indicate that there is a weak
relationship between the product packaging and brand experience. However, it
has been proven by the findings of the research that low-income consumers
have greater brand experience from the purchase of premium products when
compared to their experience from purchasing cheap brand products.
Lee (2005) carried out study to learn the five stages of consumer decision
making process in the example of China. The researcher focuses on the facts
that affect the consumer decision making process on purchasing imported health
food products, in particular demographic effects such as gender, education,
income and marital status. The author employed questionnaire method in order
to reach the objectives of the research. Analysis of five stages of consumer

26

decision making process indicate that impact of family members on the

consumer decision making process of purchasing imported health food products
was significant.
The author further explains this by the fact Chinese tradition of taking care
of young and old family members have long been developed and marriage is
considered to be extremely important in Chinese tradition. This reflects in the
findings of the study that the purchase of imported health food products made by
a person for the people outside the family is declined significantly by both male
and female Chinese after they get married.
Five Stages Model of consumer decision making process has also been
studied by a number of other researchers. Although different researchers offer
various tendencies towards the definitions of five stages, all of them have
common views as they describe the stages in similar ways. One of the common
models of consumer decision making process has been offered by Blackwell et al
(2006). According to him, the five stages of consumer decision making process
are followings: problem/need recognition, information search, evaluation of
alternatives, purchase decision made and post-purchase evaluation.
Each stage is then defined by a number of researchers varying slightly but
leading to a common view about what each stage involves. For example,
according to Bruner (1993) first stage, need recognition occurs when an
individual recognizes the difference between what they have and what they
want/need to have. This view is also supported by Neal and Questel (2006)

27

stating that need recognition occurs due to several factors and circumstances
such as personal, professional and lifestyle which in turn lead to formation of idea
of purchasing.
In the next stage, consumer searches information related to desired
product or service (Schiffman and Kanuk, 2007). Information search process can
be internal and external. While internal search refers to the process where
consumers rely on their personal experiences and believes, external search
involves wide search of information which includes addressing the media and
advertising or feedbacks from other people (Rose and Samouel, 2009).
Once the relevant information about the product or service is obtained the
next stage involves analyzing the alternatives. Kotler and Keller (2005) consider
this stage as one of the important stages as the consumer considers all the types
and alternatives taking into account the factors such as size, quality and also
price.
Backhaus et al (2007) suggested that purchase decision is one of the
important stages as this stage refers to occurrence of transaction. In other words,
once the consumer recognized the need, searched for relevant information and
considered the alternatives he/she makes decision whether or not to make the
decision. Purchasing decision can further be divided into planned purchase,
partially purchase or impulse purchase as stated by Kacen (2002) which will be
discussed further in detail in the next chapters.

28

Finally, post-purchase decision involves experience of the consumer about

their purchase. Although the importance of this stage is not highlighted by many
authors Neal et al (2004) argues that this is perhaps one of the most important
stages in the consumer decision making process as it directly affects the
consumers purchases of the same product or service from the same supplier in
the future.
The most noteworthy writers that serve as academic advocates of The
Five Stage Model of consumer decision making include Tyagi (2004), Kahle and
Close (2006) Blackwell et al. (2006), and others.
It is important to note that The Five Stage Model is not the only model
related to consumer decision-making, and there are also a range of competing
models that include Stimulus-Organism-Response Model of Decision Making
developed by Hebb in 1950s, Prescriptive Cognitive Models, The Theory of
Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed Behaviour (Perugini
and Bagozzi, 2001) and others.
Factors Impacting Consumer Buyer Behavior
It has been established that the consumer buying behavior is the outcome
of the needs and wants of the consumer and they purchase to satisfy these
needs and wants. Although it sounds simple and clear, these needs can be
various depending on the personal factors such as age, psychology and

29

personality. Also there are some other external factors which are broad and
beyond the control of the consumer.

A number of researches have been carried out by academics and scholars

on identifying and analyzing those factors affecting the consumers buying
behavior and as a result, various types of factors have been identified. These
factors have been classified into different types and categories in different ways
by different authors. For instance, Wiedermann et al (2007) classified them into
internal and external factor. On the other hand, Winer (2009) divided them into
social, personal and psychological factors. Despite the fact that they have been
classified into different groups by different authors they are similar in scope and
purpose (Rao, 2007).

There is a wide range of factors that can affect consumer behaviour in

different ways. These factors are divided by Hoyer et al. (2012) into four broad
categories: situational, personal, social and cultural factors.

Situational factors impacting consumer behavior may include location,

environment, timing and even weather conditions (Hoyer et al., 2012). In order to
benefit from situational factors major retailers attempt to construct environment
and situations in stores that motivate perspective customers to make purchase
decision. Range of available tools to achieve such an outcome include playing
relaxing music in stores, producing refreshing smells in stores and placing bread

30

and milk products in supermarkets towards the opposite end of stores to facilitate
movement of customers throughout the store to make additional purchases etc.

The temporary nature of situational factors is rightly stressed by Batra and

Kazmi (2008).

Personal factors, on the other hand, include taste preferences, personal

financial circumstances and related factors. The impact of personal factors on
consumer decision-making is usually addressed by businesses during market
segmentation, targeting and positioning practices by grouping individuals on the
basis of their personal circumstances along with other criteria, and developing
products and services that accommodate these circumstances in the most
effective manner.

According to Hoyer et al. (2012) social factors impacting consumer

behavior arise as a result of interactions of perspective consumers with others in
various levels and circumstances. Targeting members of society perceived as
opinion leaders usually proves effective strategy when marketing products and
services due to the potential of opinion leaders to influence behavior of other
members of society as consumers.

People that have a positive experience with a company's customer service

department will likely tell two or three others about their experience, according to
Consumer Affairs website. Therefore, quality customer service can be a source of
promotion for organizations. Customer service is very important because it can

31

also help differentiate a company from it competitors, according to the article

titled "The Importance of Customer Service" at Drew Stevens Consulting
website.

As Dr. D.Prasanna Kumar & K. Venkateswara Raju concluded on their

Journal, The Role of Advertising in Consumer Decision Making, an advertisement
reaching a potential buyer while the buyer is seeking information will have a
greater impact, since the buyer is spared the time and effort needed to seek out
this information himself and is less likely to turn to competing brand
advertisements to obtain the additional information. In other words, buyers are
generally more responsive to different brand advertisements while they are
seeking information on these brands.
After the through literature review, Impact of Gender on Consumer
Purchase Behaviour, by Swarna Bakshi, it has been noted that gender is not only
a biological concept as being a male or female, but beyond. Looking at gender
with different dimensions, gender is not only a market segmentation variable, it is
a variable that has a strong impact on the decisions. Huge differences lie in the
attitudinal and behavioral aspects of men and women due to psychological and
physiological differences. Both male and female consumers depict completely
different behaviors as far as purchasing various goods and services are
concerned. Where men are more externally focused women tend to be internally
focused people who tend to talk in order to connect with others unlike men who
talk to others more.

32

A customers involvement in a product class is directly related to his/her

commitment to a brand within a product class (Traylor, 1983). A product class
that is more closely related to ones ego or sense of identity will result in a
stronger psychological attachment to a favored brand. In a low involvement case,
the customers consideration set will be much larger, resulting in lower loyalty or
commitment to a particular brand. As a construct that is closely related to ones
self identity, involvement operates at a sub-conscious level. Therefore, it impacts
affective loyalty directly and positively.
It was proven by Amit Kumar in his Research Celebrity Endorsements and
Its Impact on Consumer Buying Behaviour, that consumers find celebrity
endorsements more attractive and influential as compared to non-celebrity
endorsements. Moreover, the tested attributes show positive relationship with
purchase intention. In other terms, celebrity attributes do impact the purchase
intention of consumers. Finally, the results of the study prove that celebrity
endorsements positively impact the purchase intention of the consumers.
Lastly, cultural factors affecting consumer behavior are related to crosscultural differences amongst consumers on local and global scales. Culture can
be defined as the ideas, customs, and social behavior of a particular people or
society (Oxford Dictionaries, 2015) and the tendency of globalization has made
it compulsory for cross-cultural differences amongst consumers to be taken into
account when formulating and communicating marketing messages.

33

Marketing Mix and Consumer Behavior

Marketing mix or 4Ps of marketing is one of the major concepts in the field
of marketing and each individual element of marketing mix can be adopted as an
instrument in order to affect consumer behaviour.
Importance of the marketing mix can be explained in a way that
successful marketing depends on customers being aware of the products or
services on offer, finding them available in favourably judging that practitioners of
the offering in terms of both price and performance (Meldrum and McDonald,
2007, p.4).
Core elements of marketing mix consist of product, price, place and
promotion. Marketing mix has been expanded to comprise additional 3Ps as
processes, people and physical evidence.
Product element of marketing mix relates to products and services that are
offered to customers to be purchased. Products can have three levels: core,
actual and supporting products. For example, core product in relation to bags can
be explained as the possibility to use it in day-today-life. Actual product, on the
other hand, relates to specific brand and model of a bag, whereas augmented
product may relate to one-year warranty associated with the purchase of a bag.
Price represents another critically important element of marketing and four
major types of pricing strategies consist of economy, penetration, skimming, and
premium pricing strategies (East et al., 2013).

34

Place element of marketing mix relates to point of distribution and sales of

products and services. Advent of online sales channel has changed the role of
place element of marketing mix to a considerable extent.
Promotion element of marketing mix refers to any combination of
promotion mix integrating various elements of advertising, public relations,
personal selling and sales promotions to varying extents (Kotler, 2012).
Processes, on the other hand, refer to business procedures and policies
related to products and services. For example, integration of a greater range of
payment systems such as PayPal, SAGE Pay and Visa in online sales
procedures may have positive implications on the volume of sales by creating
payment convenience to customers.
People element of marketing mix is primarily related to skills and
competencies of the workforce responsible for customer service aspect of the
business. Importance of people element of marketing mix in general, and
providing personalised customer services in particular is greater today than ever
before.
Physical evidence relates to visual tangible aspects of a brand and its
products. For instance, for a large supermarket chain such as Sainsburys
physical evidence is associated with design and layout of a store, quality of
baskets and trolleys, layout of shelves within the store etc.

35

It can be forecasted that further intensification of competition in market

and more intensive search of businesses for additional bases for competitive
advantage may result in emergence of additional Ps to compliment the
framework of marketing mix in the future.
Why Is Quality Important for a Business?
by Ian Linton
Managing quality is crucial for small businesses. Quality products help to
maintain customer satisfaction and loyalty and reduce the risk and cost of
replacing faulty goods. Companies can build a reputation for quality by gaining
accreditation with a recognized quality standard, such as ISO 9001, published by
the International Organization for Standardization.
Customer Expectations
Your customers expect you to deliver quality products. If you do not, they
will quickly look for alternatives. Quality is critical to satisfying your customers
and retaining their loyalty so they continue to buy from you in the future. Quality
products make an important contribution to long-term revenue and profitability.
They also enable you to charge and maintain higher prices.
Reputation
Quality influences your companys reputation. The growing importance of
social media means that customers and prospects can easily share both
favorable opinions and criticism of your product quality on forums, product review
sites and social networking sites, such as Facebook and Twitter. A strong
reputation for quality can be an important differentiator in markets that are very

36

competitive. Poor quality or a product failure that results in a product recall

campaign can create negative publicity and damage your reputation.
Meeting Standards
Accreditation to a recognized quality standard may be essential for dealing
with certain customers or complying with legislation. Public sector companies, for
example, may insist that their suppliers achieve accreditation with quality
standards. If you sell products in regulated markets, such as health care, food or
electrical goods, you must be able to comply with health and safety standards
designed to protect consumers. Accredited quality control systems play a crucial
role in complying with those standards. Accreditation can also help you win new
customers or enter new markets by giving prospects independent confirmation of
your companys ability to supply quality products.
Costs
Poor quality increases costs. If you do not have an effective quality control
system in place, you may incur the cost of analyzing nonconforming goods or
services to determine the root causes and retesting products after reworking
them. In some cases, you may have to scrap defective products and incur
additional production costs to replace them. If defective products reach
customers, you will have to pay for returns and replacements and, in serious
cases, you could incur legal costs for failure to comply with customer or industry
standards.
What Makes People Buy? 20 Reasons Why.
by Bryan Eisenberg, October 21, 2011

37

Mentor, Roy Williams, described shoppers as operating in either one of

two modes: transactional or relational, a few years ago. At that time some of us
loafed around virtually, exchanging emails with friends, trying to complete a list of
reasons that motivate people to buy things. (Thank you, Tom G. & Brett F.) More
recently, we returned to compiling the list with the rest of the colleagues. Trying to
understand these types of things is what drives us. It also benefits our clients.
What follows below is what we came up with, albeit likely incomplete. As
you read this list, can you identify which of these motivations is relational and
which are transactional? Can you see where they each fit within Maslows
hierarchy of needs? Will you help us find additional motivations?
Some of these are self-explanatory. The forces that influence whether
people buy include:
Basic Needs We buy things to fulfill what Maslow describes as the
bottom of his hierarchy; things like food and shelter.
Convenience You need something now and will take the easiest or
fastest path to get it. Think about the last time you were running out of gas, or
were thirsty and found the nearest beverage of choice. This could also be
choosing the safe vendor (no one ever gets fired for hiring IBM), purchasing
something to increase comfort or efficiency.
Replacement Sometimes you buy because you need to replace old
things you have (e.g., clothes that dont fit or are out-of-date). This could be
moving from a VCR to a DVD player.

38

Scarcity This could be around collectibles or a perceived need that

something may run out or have limited availability in the future. Additionally,
theres a hope to gain a return on investment, such as collectible or antiques;
anything that accrues value over time.
Prestige or Aspirational purchase Something is purchased for an
esteem-related reason or for personal enrichment.
Emotional Vacuum Sometimes you just buy to try to replace things you
cannot have and never will.
Lower prices Something you identified earlier as a want is now a lower
price than before. Maybe you were browsing for a particular large screen TV and
you saw a great summer special.
Great Value When the perceived value substantially exceeds the price
of a product or service. This is something you dont particularly need, you just
feel its too good a deal to pass up. (Like the stuff they place near the end caps or
checkout counters of stores.)
Name Recognition When purchasing a category youre unfamiliar with,
branding plays a big role. Maybe you had to buy diapers for a family member and
you reach for Pampers because of your familiarity with the brand, even though
you dont have children yourself.
Fad or Innovation Everybody wants the latest and greatest. (iPhone
mania.) This could also be when someone mimics their favorite celebrity.

39

Compulsory Purchase Some external force, like school books,

uniforms, or something your boss asked you to do, makes it mandatory. This
often happens in emergencies, such as when you need a plumber.
Ego Stroking Sometimes you make a purchase to impress/attract the
opposite sex; to have something bigger/better than others, friends, etc. To look
like an expert/aficionado; to meet a standard of social status, often exceeding
whats realistically affordable to make it at least seem like you operate at a higher
level.
Niche Identity Something that helps bond you to a cultural, religious or
community affiliation.
Peers Pressure Something is purchased because your friends want you
to. You may need to think back to your teen years to think of an example.
The Girl Scout Cookie Effect People feel better about themselves by
feeling as though theyre giving to others, almost especially when theyre
promised something in return. Purchasing things they dont needor wouldnt
normally purchasebecause it will help another person or make the world a
better place incrementally is essential certain buying decision.
Reciprocity or Guilt This happens when somebodyusually an
acquaintance, or someone rarely gift-worthybuys you a gift or does something
exceptionally nice and/or unnecessary.
Empathy Sometimes people buy from other people because they
listened and cared about them even if they had the lesser value alternative.

40

Addiction This is outside the range of the normal human operating

system, but it certainly exists and accounts for more sales than any of us can
fathom.
Can you think back to the last time you bought something and fully explain the
reason why?
Fear From pink Taser stun guns to over-sized SUVs to backyard
bomb sheltersand even stuff so basic as a tire pressure gaugeare bought out
of fear. So, before you go knocking fear as a motivator, ask yourself: Are you
Y2K compliant?
Indulgence Who doesnt deserve a bit of luxury now and then? So long
as you can afford it, sometimes theres no better justification for that hour-long
massage, that pint of Cherry Garcia ice cream, or that $75 bottle of 18-year
single malt scotch other than youre worth it (best when said to self in front of
mirror

with

wink

and/or

head

tilt).

Local Studies
Filipino Consumers among Worlds most conscious in Buying Preference
by Edu Lopez
Filipino consumers are among the worlds most socially-conscious when it
comes to purchasing goods and services.
A new survey by Nielsen revealed that an overwhelming majority of
consumers check product packaging to gauge brands commitment to making a
positive social and environmental impact.

41

The survey found close to eight in 10 domestic consumers are more willing to
pay extra for products and services that come from companies that are
committed to making positive social and environmental impact, the highest
globally, as are close to three quarters of consumers in Vietnam (73%), thirdhighest in the world.
We see the strongest propensity to buy socially and environmentally
responsible brands from consumers in emerging markets such as the
Philippines, Vietnam and Thailand where consumers face extreme levels of
poverty and frequent encounters with natural and environmental disasters, said
Stuart Jamieson, Nielsens Managing Director in the Philippines.
Jamieson noted that consumers in these markets are looking for brands
which are committed to supporting local communities and improving the state of
the environment. Brands Should Act Fast to Address this Rising Demand.
Beyond merely expressing concern around social and environmental causes,
consumers are putting their wallets where their hearts are, and are adjusting their
purchasing habits to support brands which are making a genuine effort.
In the past six months more than three quarters of Filipinos purchased at
least one product or service because it was manufactured by a company
committed to positive social and environmental impact, as did 68 percent of
Vietnamese, 66 percent of Thais, 61 percent of Indonesians, 49 percent of
Malaysians and 48 percent of Singaporeans, compared to 52 percent of
consumers globally.

42

Eighty-two percent of consumers across Southeast Asia are looking for

brands to convey their stance on social and environmental causes on their
product packaging.
Before deciding to purchase a brand, more than eight in 10 Filipino
consumers (82%) check product packaging to ensure the brand is committed to
positive social and environmental impact, the highest globally.
A further 73 percent of Vietnamese check product packaging, third-highest
globally, as do 69 percent of Thais, 63 percent of Indonesians, 56 percent of
Malaysians and 48 percent of Singaporeans, compared to 52 percent globally.
Consumers are highly influenced and informed by packaging when it comes
to recognizing socially and environmentally conscious brands, said Jamieson.
To help consumers in their purchasing decisions, brand owners need to
clearly state their position on and commitment to such causes, he added.
The Nielsen global survey of corporate social responsibility polled 30,000
consumers in 60 countries to understand how passionate consumers are about
sustainable practices when it comes to purchase considerations, which
consumer segments are most supportive of ecological or other socially
responsible efforts and which social issues or causes are attracting the most
concern.
The forces that influence whether people buy include:

43

Fad or Innovation Everybody wants the latest and greatest. (iPhone

mania.) This could also be when someone mimics their favorite celebrity.
Peer Pressure Something is purchased because your friends want you
to. You may need to think back to your teen years to think of an example.
Synthesis of the Reviewed Literature and Studies
Many authors, reports, studies and quotations from different personalities
have explained the concept of Consumer Buying Behavior. Major findings, ideas,
generalizations, principles or conclusion in related materials relevant to the
problem under investigation was emphasized. There were also stated insight that
could help this study.
The information gathered from the literatures and studies, foreign and local,
shows how buying factors are important to individuals, groups or organizations
where they need to choose, buy, use and dispose goods based on their
purchasing decisions such as their previous experience, taste, price and
branding.
Furthermore, economic factors and advertising serves as one of the sources
of product information which plays a vital role in purchasing decisions. However,
word-of-mouth recommendations from family and friends and advice from a
professional or expert are the most persuasive source of product knowledge.
In addition, the data collected shows how buying factors are relevant to
consumers towards purchasing Jansport backpacks.

44

Chapter 3
RESEARCH METHODOLOGY
This chapter provides information on the research method of this thesis. It
will also discuss the population, sample and sampling technique used. Likewise,
it will present the description of respondents, research instrument, data-gathering
procedures and the statistical treatment of data.
Research Method
This study made used of descriptive research method which was
designed for the researchers to gather information about present existing
conditions needed in the chosen field of study. This method enables the
researchers to interpret the theoretical meaning of the findings and hypothesis
development for further studies.
Questionnaire was answered by the respondents, which was used in
determining information about variables. With this method it will help in finding
the level of importance of buying factors (brand name, price, quality, society and
availability) of Jansport backpack.

Population, Sample and Sampling Technique

45

The researchers used the marginal error of 5% as the basis and uses the
Slovins formula.
n =

where:

N
1+N(e)

number of samples

total population

margin of error

Description of Respondents
The respondents of the study were one hundred twenty (120) third year
Marketing students of Polytechnic University of the Philippines (Sta. Mesa,
Manila) that uses Jansport backpack. They are the ones who are required to
answer the problems posed in the present study. They answered the
questionnaire that the researchers gave them which supplies the information the
researchers needed.
Research Instruments
The data used for the research activity were attained through the use of
researcher made questionnaires or survey forms distributed personally by the
researcher to the respondents (students) and collect them at once.
A questionnaire is

a research instrument

consisting

of

series

of questions and other prompts for the purpose of gathering information from
respondents. It is a list of a research or survey questions asked to respondents,
and designed to extract specific information.

46

The directions were given at the top of the questionnaire. The

questionnaire of this research study did not require the respondents (students)
name due to confidentiality of information. The contents of the questionnaire
were divided into two parts. The first part concentrated on the profile of the
respondents. And the second part pertained to the importance of each buying
factors (brand, price, quality, service and advertisement) to consumers.
After the given questionnaires answered by the respondents, the data
were collected, tallied, tabulated and interpreted.
Likert Scale was used as a basis of the respondents to know the level of
importance on the buying factors of Jansport backpack. The respondents were
guided by rating scales of 5-Very Important, 4-Important, 3-Somehow Important,
2-Less Important and 1-Not Important.
Numerical Interpretation

Verbal Interpretation

Very Important

Important

Somehow Important

Less Important

Not Important

Data-Gathering Procedures

47

The data for this research were collected using a survey questionnaires
that is personally handed by the researcher to the respondents. The researcher
made questions that are significantly related to the topic at hand. Also the
researcher gave the option of being anonymous so that the respondents may
answer honestly as possible making the survey most effective. The researchers
gave the survey questionnaires to the selected respondent who owns a Jansport
backpack and collected it at the same day of the planned survey.
The result will be tallied and organized according to frequency of items
checked by the participants. After data tabulation, results will be interpreted using
statistical tools. The results of the technique used in the data gathering helped
the researcher to reach the interpretation of the study.
Statistical Methods
The data gathered in this study were organized and classified based on
the research design and problems formulated. The data were coded, tallied and
tabulated to facilitate the presentation and interpretation of results using the
following:
1. Frequency and Percentage Distribution
The percentage and frequency distributions were used to classify the
respondents according to personal background variables such age, sex,
customer loyalty, people who influence in buying/purchasing Jansport backpack
and number of years as consumer of Jansport backpack. The frequency also
presented the actual response of the respondent to a specific question or item in
the questionnaires. The percentage of that item is computed by dividing it with

48

the sample total number of respondents who participated in the survey. The
formula used in the application of this technique is:
f
( )= x 100
n
where:
% = percentage
f = frequency
n = number of cases or total sample
2. Ranking
This is a descriptive measure to describe numerical data in addition to
percentage. Ranking was used in the study for comparative purposes and for
sharing the importance of items analysed.
3. Weighted Mean
Another statistical technique that will be used by the researcher is the
weighted mean. It will be used to determine the average responses of the
different options provided in the various parts of the survey questionnaire used.
This formula will be used:
=

x=

fx
n

where:
x = weighted mean

49

fx = the sum of all products of f and x, f being the frequency of each

weight and x as the weight of each operation.
n = total number of respondents

50

Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents, analyzes and interprets the data gathered out of
the instruments used in the study presented according to specific problem. This
is the reproduction of the research problems by way straight presentation of
results in relation to research hypothesis and research questions. The
presentation of findings is based on each of the problem.
Problem 1. Profile of the Respondents
1.1 Sex
Table 1
Frequency and Percent Distribution of the
Respondents in Terms of Sex
Sex
Male
Female
TOTAL

Frequency
40
80
120

Percent
33.3
66.7
100.0

Table 1 reveals that out of 120 respondents, 80 or 66.7% are female and 40
or 33.3% are male. It may imply that there are more female purchasers/buyers
of Jansport backpacks than male.

1.2 Age
Table 2

51

Frequency and Percent Distribution of the

Respondents in Terms of Age
Age
15 17 years old
18 20 years old
21 years old and above
TOTAL

Frequency
32
75
13
120

Percent
26.7
62.5
10.8
100.0

Table 2 showed that out of the 120 respondents, age ranges 18-20 years
old with 75 or 62.5% were the highest number of costumer, followed by 15-17
years old with 32 or 26.7%. Then last is 21 years old and above with 13 or 10.8%
with the lowest number of costumers. This implied that during the time of
distributing the questionnaire, consumers ages 18-20 years old had a greater
number of purchasing/buying power.

1.3 Loyal customer of Jansport backpack

Table 3
Frequency and Percent Distribution of the Respondents in
Terms of Loyalty as Customer of Jansport Backpack
Loyal Customer of
Jansport Backpack
Yes
No
TOTAL

Frequency

Percent

71
49
120

59.2
40.8
100.0

Table 3 presents the frequency and percent distribution of the respondents

in terms of loyalty as customer of Jansport backpack. Out of 120 respondents, 71

52

or 59.2% answered Yes and 49 or 40.8% answered No. This implied that
there is a strong customer loyalty towards purchasing/buying Jansport backpack.

1.4 People who influence in buying/purchasing Jansport backpack

Table 4
Frequency and Percent Distribution of theRespondents in
Terms of People who Influence in Buying/Purchasing
Jansport Backpack
People who Influence in
Buying/Purchasing Jansport Backpack
Family
Friends
Models/Endorsers
Others
TOTAL

Frequency

Percent

31
76
8
5
120

25.8
63.3
6.7
4.2
100.0

Table 4 shows that 76 or 63.3% of the respondents said that their friends
influence them in buying/purchasing Jansport backpack. This is followed by 31
or 25.8% of the respondents who said their families and then 8 or 6.7% of the
respondents who said the models/endorsers have influenced them in buying/
purchasing Jansport backpack. According to Eisenberg (2011), two of the forces
that influence whether people buy include: (1) fad or innovation - Everybody
wants the latest and greatest. This could also be when someone mimics their
favorite celebrity.

(2) peer pressure - Something is purchased because your

friends want you to.

1.5 Number of years as Customer of Jansport backpack

53

Table 5
Frequency and Percent Distribution of Respondents in
Terms of Number of Years as Customer of
Jansport Backpack
Number of Years as Customer of
Jansport Backpack
Less than 1 year
1 year
2 years
3 years or more
TOTAL

Frequency

Percent

52
27
16
25
120

43.3
22.5
13.4
20.8
100.0

Table 5 shows the frequency and percent distribution of the respondents in

terms of number of years as customer of Jansport backpack. Out of 120
respondents, 16 or 13.4% has been customers of the product for 2 years. 25 or
20.8% of the respondent have been a customer for 3 years or more followed by
27 or 22.5% of customers that has been a customer for 1 year. Lastly, 52 or
43.3% are new customers with only less than a year as customer.

Problem 2. Level of importance of the factors affecting the buying

behavior of the respondents
2.1 Brand

Table 6
Level of Importance of Brand on the Buying
Behavior of the Respondents

Brand

Weighted
Mean

Verbal
Interpretation

54

a Builds self confidence

b Being trendy
c Gives a sense of fashion
GRAND MEAN

3.89
3.92
3.95
3.92

Important
Important
Important
Important

Table 6 explains about level of importance of brand on the buying behavior

of the respondents. The highest weighted mean is 3.95. It means that it is
Important for Jansport backpack to have a brand factor which Gives a sense
of fashion. Next, the respondents said that Being trendy is Important with
weighted mean of 3.92%. Lastly, they said that purchasing Jansport backpack
Builds self confidence with weighted mean of 3.89, verbally interpreted as
Important.
2.2 Price
Table 7
Level of Importance of Price on the Buying
Behavior of the Respondents

Price
a Affordable Price
b Reasonable Price
c The value spent was paid off
GRAND MEAN

Weighted
Mean
3.69
3.98
3.96
3.88

Verbal
Interpretation
Important
Important
Important
Important

As shown in Table 7, Reasonable price obtained the highest weighted

mean of 3.98, verbally interpreted as Important. This is followed by The value
spent was paid off with a weighted mean of 3.96 and Affordable price with a
weighted mean of 3.69. Both weighted means are verbally interpreted as
Important also.

55

2.3 Quality
Table 8
Level of Importance of Quality on the
Buying Behavior of the Respondents

Quality

Weighted Mean

a Products last longer

b Comfortable to use
c Usage maximization
GRAND MEAN

4.63
4.60
4.40
4.54

Verbal
Interpretation
Very Important
Very Important
Important
Very Important

It can be seen from Table 8 that Products last longer obtained the
highest weighted mean of 4.63, followed by Comfortable to use with a
weighted mean of 4.60. Both weighted means are verbally interpreted as
Very Important. The item Usage maximization got a weighted mean of
4.40, verbally interpreted as Important. The results may indicate that in
buying Jansport backpack, the most important factor that the respondents
consider is its quality. Linton (n.d.) in his article wrote:
Quality is critical to satisfying your customers and retaining their loyalty so
they continue to buy from you in the future. Quality products make an
important contribution to long-term revenue and profitability. They also
enable you to charge and maintain higher prices.
2.4 Service
Table 9
Level of Importance of Service on the
Buying Behavior of the Respondents

56

Weighted
Mean
4.22
4.18
4.23
4.21

Service
a Product Warranty
b Product Replacement
c Proper customer assistance
GRAND MEAN

Verbal
Interpretation
Important
Important
Important
Important

Table 9 describes the level of importance of service on the buying

behavior of the respondents. All respondents assessed Important in Proper
customer assistance with weighted mean of 4.23. Product Warranty with
weighted mean of 4.22 and Product Replacement with weighted mean of 4.18.
People that have a positive experience with a company's customer service
department will likely tell two or three others about their experience, according to
Consumer Affairs website. Therefore, quality customer service can be a source of
promotion for organizations. Customer service is very important because it can
also help differentiate a company from it competitors, according to the article
titled "The Importance of Customer Service" at Drew Stevens Consulting
website.
2.5 Advertisement
Table 10
Level of Importance of Advertisement on the
Buying Behavior of the Respondents

Advertisement
a Word of mouth from peers
b Accurate social media advertisements
c Exciting promos
GRAND MEAN

Weighted
Mean
3.97
3.93
3.95
3.95

Verbal
Interpretation
Important
Important
Important
Important

57

As shown in Table 10, it describes the level of importance of

advertisement on the buying behavior of the respondents. All respondents
assessed Important in Word of mouth from peers with weighted mean of 3.97.
Exciting promos with weighted mean of 3.95

and Accurate social media

advertisements with weighted mean of 3.93. As Dr. D.Prasanna Kumar & K.

Venkateswara Raju concluded on their Journal, The Role of Advertising in
Consumer Decision Making, an advertisement reaching a potential buyer while
the buyer is seeking information will have a greater impact, since the buyer is
spared the time and effort needed to seek out this information himself and is less
likely to turn to competing brand advertisements to obtain the additional
information. In other words, buyers are generally more responsive to different
brand advertisements while they are seeking information on these brands.

Problem 3. Comparison of the Respondents Assessment on the

Factors Affecting Their Buying Behavior by Profile

3.1 By Sex
Table 11
Comparison of the Respondents Assessment on the
Factors Affecting Their Buying Behavior by Sex

Sex
Male

Brand
4.0835

Price
4.0508

Quality
4.5000

Service
4.2252

Advertisement
4.1510

Female

3.8376

3.7874

4.5629

4.2001

3.8503

58

Table 11 shows the comparison of the respondents assessment on the

importance of the different factors affecting their buying behavior by sex. As
shown in the table, the male respondents gave the highest weighted mean to
brand (4.0835), price (4.0508), service (4.2252) and advertisement (4.1510). On
the other hand, the female respondents gave the highest weighted mean to
quality (4.5629). After the through literature review, Impact of Gender on
Consumer Purchase Behaviour, by Swarna Bakshi, it has been noted that gender
is not only a biological concept as being a male or female, but beyond. Looking
at gender with different dimensions, gender is not only a market segmentation
variable, it is a variable that has a strong impact on the decisions. Huge
differences lie in the attitudinal and behavioral aspects of men and women due to
psychological and physiological differences. Both male and female consumers
depict completely different behaviors as far as purchasing various goods and
services are concerned. Where men are more externally focused women tend to
be internally focused people who tend to talk in order to connect with others
unlike men who talk to others more.

3.2 By Age
Table 12
Comparison of the Respondents Assessment on the
Factors Affecting Their Buying Behavior by Age

Age
15 17 years old
18 20 years old

Brand
3.6669
3.9467

Price
3.5831
3.9913

Quality
4.5413
4.5293

Service
3.9488
4.2932

Advertisemen
t
3.6466
3.9827

59
21 years old and
above

4.3854

3.9238

4.6162

4.3592

4.5131

It can be seen from Table 12 that the respondents aged 21 years old and
above have the highest level of importance on the buying factors of Jansport
backpack

in terms of Brand (WM=4.3854), Quality (WM=4.6162), Service

(WM=4.3592) and Advertisement (WM=4.5131). And those aged 18-20 years old
have the highest level of importance on the buying factors of Jansport backpack
in terms of Price (WM=3.9913).
On the other hand, the respondents aged 15-17 years old have the
lowest level of importance on the buying factors of Jansport backpack in terms of
Brand

(WM=3.6669),

Price

(WM=3.5831),

Service

(WM=3.9488)

and

Advertisement (3.6466). And those aged 18-20 years old have the lowest level of
importance on the buying factors of Jansport backpack in terms of Quality
(WM=4.5293).

3.3 By Loyal Customer

Table 13
Comparison of the Respondents Assessment on the
Factors Affecting Their Buying Behavior by
Loyalty as Customer
Loyal
Customer
Yes
No

Brand
4.0846
3.6804

Price
4.0334
3.6459

Quality
4.6106
4.4424

Service
4.3242
4.0408

Advertisement
4.0944
3.7420

60

Table 13 shows the comparison of the respondents assessment on the

factors affecting their buying behavior by loyalty as customer. It can be seen from
the table that those respondents who said Yes, that theyre loyal customer of
Jansport backpack have the highest level of importance in all the following terms:
Brand (4.0846), Price (4.0334), Quality (4.6106), Service (4.3242) and
Advertisement (4.0944).
Opposite to the above statement, respondents who said No have the
lowest level of importance in all the following terms: Brand (3.6804), Price
(3.6459), Quality (4.4424), Service (4.0408) and Advertisement (3.7420).
A customers involvement in a product class is directly related to his/her
commitment to a brand within a product class (Traylor, 1983). A product class
that is more closely related to ones ego or sense of identity will result in a
stronger psychological attachment to a favored brand. In a low involvement case,
the customers consideration set will be much larger, resulting in lower loyalty or
commitment to a particular brand. As a construct that is closely related to ones
self identity, involvement operates at a sub-conscious level. Therefore, it impacts
affective loyalty directly and positively.

3.4 By People who Influence in Buying/{Purchasing Jansport Backpack

Table 14
Comparison of the Respondents Assessment on the
Factors Affecting Their Buying Behavior by
People who Influence in Buying/
Purchasing Jansport Backpack

61

People
Family
Friends
Models/Endorser
s
Others

Based

on

Brand
3.9145
3.8508
4.5000

Price
3.7526
3.8905
4.2925

Quality
4.5490
4.5395
4.5850

Service
4.0113
4.2588
4.4587

Advertisemen
t
3.6887
4.0051
4.6237

4.0680

3.7340

4.4660

4.2660

3.6660

Table

14,

the

people

who

influence

costumers

in

buying/purchasing Jansport backpack are Model/Endorsers which have the

highest level of importance in all the following terms: Brand (WM=4.5000), Price
(WM=4.2925), Quality (WM=4.5850), Service (WM=4.4587) and Advertisement
(WM=4.6237) but got the lowest level of importance in terms of Service
(WM=4.0113).
Those Friends who have influence customers in purchasing/buying
Jansport backpack got the lowest level of importance in terms of Brand
(WM=3.8508).
Meanwhile,

those

Others

who

have

influence

customers

in

purchasing/buying Jansport backpack gained the lowest level of importance in

terms of Price (WM=3.7340), Quality (WM=4.4660) and Advertisement
(WM=3.6660).
It was proven by Amit Kumar in his Research Celebrity Endorsements and
Its Impact on Consumer Buying Behaviour, that consumers find celebrity
endorsements more attractive and influential as compared to non-celebrity
endorsements. Moreover, the tested attributes show positive relationship with
purchase intention. In other terms, celebrity attributes do impact the purchase

62

intention of consumers. Finally, the results of the study prove that celebrity
endorsements positively impact the purchase intention of the consumers.

3.5 By Number of Years as Customer of Jansport Backpack

Table 15
Comparison of the Respondents Assessment on the
Factors Affecting Their Buying Behavior by
Number of Years as Customer of
Jansport Backpack

Number of Years
Less than 1 year
1 year
2 years
3 years or more

Brand
4.0196
3.9015
3.8969
3.7456

Price
3.9423
3.9011
3.9169
3.6808

Quality
4.5325
4.4937
4.4588
4.6668

Service
4.1927
4.2841
4.1044
4.2264

Advertisement
4.0263
4.0622
3.9788
3.6540

Displayed in Table 15 that respondents who have been customers of

Jansport backpack for less than a year gained the highest level of importance in
terms of Brand (WM=4.0196) and Price (WM=3.9423). Those who have been
customers of Jansport backpack for 3 years or more acquired the highest level of
importance

in terms of Quality (WM=4.6668). While those who have been

customers of Jansport backpack for 1 year attained the highest level of

importance in terms of Service (WM=4.2841) and Advertisement (WM=4.0622).
Those respondents who have been customers of Jansport backpack for 3
years or more got the lowest level of satisfaction on Brand (WM=3.7456), Price
(WM=3.6808) and Advertisement (WM=3.6540).

63

Opposite to the above statement, those respondents who have been

customers

for

years

got

the

lowest

level

of

satisfaction

in

Quality (WM=4.4588) and Service (WM=4.1044).

Chapter 5
SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter of the study states in concise from the findings based on the
analysis and interpretation of the data gathered out of the research instruments
used and presented according to problem in Chapter 1. Generalization in the
form of conclusions is presented and such solutions to the problem are passed
on the form of recommendations.
Summary

64

The objective of the study is to determine the importance of the factors

considered in buying Jansport backpack.
Specifically, the study aims to answer the following questions:
1. What is the demographic profile of the respondents in terms of the following?
1.1
Age
1.2
Sex
1.3
Customer Loyalty
1.4
People Who Influence in Buying/Purchasing Jansport Backpack
1.5
Number of Years as Consumer of Jansport backpack
2. How do the respondents assess the level of customer importance on
purchasing Jansport backpack in terms of the following factors?
2.1
Brand
2.2
Price
2.3
Quality
2.4
Service
2.5
Advertisement
3. How do the respondents levels of importance compare when they are
grouped according to their profile?
Research Methodology
To utilize the study, the descriptive research method was used. The
respondents of the study were third year Marketing Management students of
Polytechnic University of the Philippines (Manila), who were members of
customers who avail Jansport backpacks. The researchers used the survey
questionnaire in gathering data. Data gathered were computed and analyzed
using arithmetic mean, frequency and weighted mean.
The questionnaires were administered through voluntarily sampling method.
In data gathering, the researcher will personally distribute the survey

65

questionnaire to the respondents. It will be distributed selectively to the students

on their classrooms.
The study used the following statistical data tools:

1. Frequency and Percentage Distribution

In statistics, it is a table that displays the frequency of various outcomes in a
sample. Each entry in the table contains the frequency or count of the
occurrences of values within a particular group or interval and in this way the
table summarizes the distribution of the value in the sample.
Frequency distributions are used for both qualitative and quantitative data.
F=n100/P
where: P = Percentage
n = number of cases or total samples or total population
100= constant
2. Percent Distribution. Is just a way to present statistical data. It shows
how the results are distributed in percentages. This is probably the most
common way to present data.
It is a frequency distribution in which the individual class frequencies are
expressed as a percentage of the total frequency equated to 100.
P= (f/n) 100

66

where: f = frequency
n= number of cases or total samples or total population
Findings
The following are the significant findings of the study:
1. Profile of the respondents
Majority of the respondents were 18-20 years old (62.5%) and mostly are
female with a 66.7% and male with a 33.3%. 59.2% of the respondents claimed
that they were loyal customers, and out of those 43.3% of them purchased for a
year. It was also stated that the respondents' friend greatly influenced them to
purchase with a percentage of 63.3%.
2. Respondents' Level of Importance
2.1 Brand
The level of importance in terms of brand laid to have a grand mean of
3.92, verbally interpreted as "Important". Results showed that the brand of
Jansport was important for the respondents to take in consideration of
purchasing it.
2.2 Price
In terms of price, the respondents take it as "important" with a grand
mean of 3.88. Results showed that the company was giving their consumers

67

bags with reasonable price despite the fact that their products are not the
affordable.
2.3 Quality
Quality with a grand mean of 4.54 tends to be "Very Important" in
affecting the respondents' buying behavior toward Jansport backpack. The
results showed that the company is giving their customers quality bags that
may last for a couple of years or more.
2.4 Service
The level of importance in service according to the respondents was
rated 4.21 and verbally interpreted as "Important". The respondents
assessed the company's service in terms of product warranty, replacement
and customer relations important for them in general.
2.5 Advertisement
The level of importance in terms of advertisement was verbally
interpreted as "Important" with a grand mean of 3.95. Results showed that
sufficient product advertisement may trigger them to purchase effectively.
3. Comparison of the Respondents Assessment on the Factors Affecting
Their Buying Behavior by Profile
Comparing the respondents' assessment on the level of importance by age
group shows that the age bracket of 18-20 years old considered price
(WM=3.9913) the most important, age bracket of 21 years old and above have

68

the highest level of importance on four aspects namely brand (WM=4.3854),

quality (WM=4.6162), service (WM=4.3592) and advertisement (WM=4.5131).
The comparison on the level of satisfaction by sex shows that male have the
highest level of importance on four of the aspects namely brand (WM=4.0835),
price (WM=4.0508), service (WM=4.2252) and advertisement (WM=4.1510). On
the other hand, females have the highest number of level of importance in terms
of quality (WM=4.5629). Moving on, those who answered yes on being loyal
customers have the highest level of importance on all the five aspects namely
brand

(WM=4.0846),

price

(WM=4.0334),

quality

(WM=4.6106),

service

(WM=4.3242), and advertisement (WM=4.0944). Moreover, in terms of people

influencing the buying/purchasing power of the respondents, Models/Endorsers
ranked the highest on all tge aspects; brand (WM=4.5000), price (WM=4.2925),
quality (WM=4.5850), service (WM=4.4587) and advertisement (WM=4.6237).
Lastly, in terms on the level of importance of the respondents by the number of
years as customers of Jansport backpack shows the bracket of less than a year
has the highest level of importance on two of the aspects namely brand
(WM=4.0196) and price (WM=3.9423). The bracket of one year also have the
highest level of importance on two of the given aspects namely service
(WM=4.2861) and advertisement (WM=4.0622). On the other hand, in terms of
quality (WM=4.6668) 3 years ranked the highest level of importance.
Conclusions
The objective of this research is to assess the level of importance of
customers on the buying behavior toward purchasing Jansport backpack.

69

On the profile of respondents, among the customers most are in the age group of
18-20 years old. This age group is more or less working students that are
supporting themselves. They are the ones who patronize Jansport backpacks for
the reason of durability and convenience. It would lessen their hardship on
carrying too many bags that they will be needing everywhere they go. On the
other side, the age bracket of 21 years and above is the least in the line. This is
for the reason that some of them would be needing more classic type of bags like
hand bags or shoulder bags, for them to be prepared on the corporate world.
Also, they don't bring too many things than those of the younger ones.
Above all, quality is the most recognized aspect and therefore edge of
Jansport backpack towards other brands. Product life and durability is what most
consumers are looking for.
Advertising also takes a big role in communicating with the customers.
Based on the results, it was found that models and endorsers take a vital role in
influencing the market to make their purchase. Still, effective communication is
the key to continuous patronage.
Recommendations
The following recommendations were derived by the researcher:
1. Jansport backpack must introduce cheaper yet quality maintained
products.

70

2. They may also create products that will encourage male students to
purchase, let say more masculine colored bags or designs.
3. Continuously make high quality products that are durable and userfriendly.
4. Advertise more through social media and other means. They may also
create promos encouraging more customers to make purchase.
5. Strengthen product warranty for consumer protection.

71

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Appendix 1

74

Sample Survey Questionnaire

Part 1: Profile of the Respondent
Instructions: Put a check inside the box. Choose the answer which represents
your opinion.

Name: (Optional) __________________________________________________

1.1

Age
15-17 years old
18-20 years old
21 years old and above

1.2

Sex

1.3

Male
Female
Are you a loyal customer/user of Jansport backpacks?
Yes
No

1.4

Who are the people that influence you on buying/purchasing Jansport

backpack?
Family
Friends
Models/Endorsers
Others: Please specify _______

75

1.5

Number of Years As Consumer of Jansport Backpacks

Less than a year
1 year
2 years
3 years and above

Part 2: Respondents Assessment on the Buying Factors of Jansport Backpack

Instructions: Kindly choose the level of importance

on the buying factors of

Jansport backpack using the following indicators:

Numerical Interpretation

Verbal Interpretation

5
4
3
2
1

Very Important
Important
Somehow Important
Less Important
Not Important

Factors Affecting the Buying

Level of Importance

Behavior of Consumers on Jansport

Bags
2.1

Brand
a. Builds self confidence
b. Being trendy
c. Gives a sense of fashion

2.2

Price
a. Affordable Price
b. Reasonable Price
c. The value spent was paid off

76

2.3

Quality
a. Products last longer
b. Comfortable to use
c. Usage maximization

2.4

Service
a. Product Warranty
b. Product Replacement
c. Proper customer assistance

2.5 Advertisement
a. Word of mouth from peers
b. Accurate social media
advertisements
c. Exciting promos

Thank you!

Appendix 2

77

Request Letter to Conduct Study

February 2016

Dear respondents,
Good day!
We, The Researchers, are currently taking up Bachelor of Science in
Business Administration Major in Marketing Management from College of
Business Admiistration.
We are conducting a research study on Buying Factors of Jansport
Backpack, as partial requirement in MARK 4113 Thesis Writing.
Please grant our request to please answer this survey questionnaire. We
assured that the details on your answers will be left confidential.
Thank you so much for your help in involving yourself in our survey. We
truly appreciate your cooperation.
To God be the glory!

Respectfully yours,
The Researchers
BSBA-MM 3-4D

Appendix 3
Curriculum Vitae

78

MIKAELA RODGERROSE VERDOTE DY

Address: 12-1I Serrano Compound Dona Rosario
Subdivision Novaliches, Quezon City
E-mail: dymikaela1029@gmail.com
Mobile: 0910-0395-996

PERSONAL INFORMATION
Birthday: July 29, 1996
Birthplace: Quezon City
Age: 19 years old
Citizenship: Filipino
Height: 50 ft.
Civil Status: Single
Fathers Name: Rodgeric G. Dy
Mothers Name: Ma. Maybell V. Dy

Weight: 117 lbs.

Religion: Roman Catholic
Occupation: Supervisor
Occupation: Housekeeping

ACADEMIC QUALIFICATIONS
Tertiary Education
Secondary Education
Primary Education

BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION
Major in Marketing Management
San Bartolome High School
Little Merry Hearts Montessori Center

WORKING EXPERIENCE
K3 Northwest Foods Inc. SM Fairview Branch
Service Staff (On-the-job Trainee 200 hours)

PROFESSIONAL SKILLS

Highly competent and persevering

Good customer service relationship

JOHN MARVIN RAMOS MEDINA

Address: #3 Jupiter St. Intersphere Village,
Mambugan, Antipolo City
E-mail: marvin.medina41@yahoo.com

PERSONAL INFORMATION

79
Birthday: October 22.1996
Birthplace: Angat, Bulacan
Age: 19 years old
Citizenship: Filipino
Height: 55 ft.
Civil Status: Single
Fathers Name:Juan Bayani Medina
Mothers Name: Victoria Medina

Weight: 112 lbs.

Religion: Born Again Christian
Occupation: Driving
Occupation: Housekeeping

ACADEMIC QUALIFICATIONS
Tertiary Education

Secondary Education
Education

BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION
Major in Marketing Management
Binagbag National High SchoolPrimary
Francisco F. Illescas Elementary School

WORKING EXPERIENCE
SBARRO (Fresh Italian Pizzas) - Sta Lucia East Grandmall branch
Service Staff (On-the-job Trainee 200 hours)

PROFESSIONAL SKILLS

Computer Literate- Knowledge in MS Excel, Word and PowerPoint

Good Communication Skills- English and Tagalog
Advance Marketing Skill
Hard working and productive

MARY JOY DISTOR NERVEZA

Address: Block 3 Lot 73 Blas Roque Subd
Barangay Bagbag, Novaliches, Quezon City
E-mail: shanxhiro_myprince@yahoo.com
Mobile: 0920-673-4974

PERSONAL INFORMATION

80
Birthday: 8 June 1997
Birthplace: Quezon City
Age: 18 years old
Citizenship: Filipino
Height: 51 ft.
Civil Status: Single
Fathers Name: Avelino N. Nerveza
Mothers Name: Adelina D. Nerveza

Weight: 114 lbs.

Religion: Roman Catholic
Occupation: Retired
Occupation: Self-employed

ACADEMIC QUALIFICATIONS
Tertiary Education

Secondary Education
Primary Education

BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION
Major in Marketing Management
Ernesto Rondon High School
Placido del Mundo Elementary School

WORKING EXPERIENCE
K3 Northwest Foods Inc. SM Fairview Branch
Service Staff (On-the-job Trainee 200 hours)

PROFESSIONAL SKILLS

Accommodating
Hardworking
Service-oriented
Persevering

RENZ SENTINERIAL PAULITE

Address: 24 Urci St. Seminary Road
Brgy. Bagbag, Novaliches, Quezon City
E-mail: renzpaulite@gmail.com
Mobile: 0935-261-8699

PERSONAL INFORMATION

81

Birthday: Oct 10, 1996

Birthplace: Quezon City
Age: 19 years old
Citizenship: Filipino
Height: 56 ft.
Civil Status: Single
Fathers Name: Rodance Paulite
Mothers Name: Celedonia Paulite

Weight: 121 lbs.

Religion: Roman Catholic
Occupation: Vendor
Occupation: Vendor

ACADEMIC QUALIFICATIONS
Tertiary Education

Secondary Education
Primary Education

BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION
Major in Marketing Management
San Bartolome High School
San Bartolome Elementary School

WORKING EXPERIENCE
Mang Inasal PH, Sta. Mesa Branch Service Staff
(On-the-job Trainee 200 hours)

PROFESSIONAL SKILLS

Hardworking
Customer Service Oriented
Highly competent and persevering
Good interpersonal skills

CAMILLE SAWAL TEJADA

Address: #454 Diamond Avenue, Green Heights Subd.
San Bartolome Novaliches, Quezon City
E-mail: tejadacamille0918@gmail.com
Mobile: 0927-129-5808

PERSONAL INFORMATION

82

Birthday: September 18, 1996

Birthplace: Quezon City
Age: 19 years old
Citizenship: Filipino
Height: 54 ft.
Civil Status: Single
Fathers Name: Eduardo A. Tejada
Mothers Name: Angelita S. Tejada

Weight: 121 lbs.

Religion: Roman Catholic
Occupation: (Deceased)
Occupation: Housekeeper

ACADEMIC QUALIFICATIONS
Tertiary Education

Secondary Education
Primary Education

BACHELOR OF SCIENCE IN BUSINESS

ADMINISTRATION
Major in Marketing Management
San Bartolome High School
San Bartolome Elementary School

WORKING EXPERIENCE
K3 Northwest Foods Inc. SM Fairview Branch
Service Staff (On-the-job Trainee 200 hours)

PROFESSIONAL SKILLS

Hardworking
Customer Service Oriented
Flexible
Good interpersonal skills