RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL

STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT

STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

Perception of Public and Private Senior High School Students on the Factors Influencing the

Buying Behavior on Concept Stores in the City of Malolos: A Comparative Analysis

Aniag, Eloriejoy C.

Melendres, Mary Joyce A.

Santiago, Desiree Ann C.

Tipones, Cristin Joyce

Marcelo H. Del Pilar National High School

Senior High School

Accountancy, Business and Management

School Year 2019-2020

RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

Introduction

Clothing is one of people’s necessities in their daily lives. Nowadays, there are many ways

to shop. People can buy clothes from department stores, online shops, concept stores and many

more. Costumers want to purchase clothes that are a combination of affordable and high quality

products. There are many factors affecting the buying behavior of consumers; business owners

must ensure to meet the standards of the consumer for a business to be successful. “Understanding

the consumer buying process can make a difference between success and failure in consumer

marketing strategies.” (Solomon et al., 2013).

The research and development in the clothing industry is a continuous process (Vij, nd).

Because of this, clothing stores are constantly evolving to cater to new developments. This

evolution paved the way to the rise of concept stores.

“Concept stores are about discovery and experience" (Trotter, 2016). The public is open for

trying something new, and te idea of concept stores fits these criteria that's why numerous have

emerged in the clothing industry. Concept stores are shops that sell a "carefully curated and unique

selection of products that connect to an overarching theme" (Trotter, 2016). It is a place where

new ideas are put together in a bid to enhance the shopper experience and sell more stuff. Most

concept stores have a certain target audience, the owners handpick the products on sale from

multiple brands and designers based on what might appeal to their customers. Concept stores not

only provide a unique shopping experience but also attracts customers to help them express

themselves freely.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

Concept stores are now a trend because it is a combination of an online shop and a

department store. It is similar to online shops because there are many brands to choose from and

some of the online retailers have their products showcased on some concept stores. On the other

hand, it is similar to a department store for they sell high quality and branded clothes and is

convenient to buy from since it is not crowded unlike in some markets. A concept store has an

interior that is often aesthetically pleasing and likely to be quite distinct than others.

Even if concept stores are new, it is still essential for businesses to know their consumer's

buying behavior (Naranje, 2016), to ensure that they are capable of satisfying their needs and

wants.

Finally, consumer buying behavior is "the sum total of the attitudes, preferences, beliefs and

decisions regarding the consumers' behavior when purchasing a product or service in a market"

(Buying Behavior, nd). Consumers are the lifeblood of a business, without the consumers, a

business entity will not be able to survive. Everything that the business does is concerned with

consumers and satisfying its customers so it is important to know what makes them tick (Naranja,

2016).

Sanchez (2018) wrote that concept stores hold a position in the clothing and business

industry, specifically in Manila, wherein Retail Lab, The Park Fashion and Pop Culture are

gaining popularity as successful concept stores in the country that has a huge array of local brands

in an aesthetic setting.

According to Karbasivar and Yarahmadi (2011), customer’s mood is affected by the store’s

atmosphere and appearance. The researchers measured the customers’ mood at the beginning,

middle and in the end of shopping, in order to see the differences between two different stores.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

Results showed that satisfaction was shown in the more pleasant store. Customers spent more

money and had evidently shown more purchase intention.

Diallo and others (2013) mentioned that store image perceptions, price-image, value

consciousness and attitude shows a positive and significant effect on store customers’ purchase

behavior.

Moreover, from a study conducted by Paulins and Geitsfield (2010), it was stated that the

type of clothing, and outside store appearance are part of the variables that affect consumer

perceptions among retail stores.

Albari and Safitri (2018) discussed that price is one of the important factors that affect

consumers’ purchasing decisions. After the data analysis, price shows a positive effect on

purchasing behavior.

Statement of the Problem

The main objective of the study is to compare the perception of public and private senior high

school students on the factors influencing the buying behavior on concept stores in the City of

Malolos.

Specifically, this study will answer the following questions:

1. What are the factors influencing the buying behavior of senior high school students on

concept stores?

2. How will these following factors influence the buying behavior on concept stores as

perceived by public and private senior high school students in the City of Malolos?
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

A. Location/Ambiance

B. Service Quality

C. Price

D. Product Quality

3. Is there a significant difference between the perceptions of public and private senior high

school students on the factors influencing the buying behavior on concept stores in the City

of Malolos?

4. What are the business implications of the results of the study?

Hypothesis

With the main research objective, the researchers formulated the following hypothesis:

Ho: There is no significant difference between the perceptions of public and private senior high

school students on the factors influencing the buying behavior on concept stores in the City of

Malolos.

H1: There is no significant difference between the perceptions of public and private senior high

school students on the factors influencing the buying behavior on concept stores in the City of

Malolos.

Significance of the Study

With the aim to compare the perceptions of public and private senior high school students on the

factors influencing the buying behavior on concept stores in the City of Malolos, the study might

be beneficial to the following:

RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

Customers. They may be able to determine the factors that affect their buying behavior and to be

aware of the businesses’ efforts to meet those through constant development.

Local business owners. They may be well informed of the factors that influence their customers,

and be able to enhance them for future customers, improving the operations of their business.

Employees. For them to improve the service quality they give to their customers based on their

perceptions.

Future entrepreneurs. The study may be able to introduce the business environment, including

the factors that may affect their customer’s buying behavior, in order to manage their future

businesses effectively.

Future researchers. This research can serve as reference and as basis for future studies regarding

the factors that influence buying behavior and customers’ perceptions.

Scope and Delimitation

This research study deals with the perception of public and private senior high school students of

the academic year 2019-2020 on the factors influencing the buying behavior on concept stores in

the City of Malolos. It will only focus on Marcelo H. Del Pilar National High School and Centro

Escolar University as the public and private school setting respectively. This study involves a total

of _____ respondents from the said schools. Using Calmorin’s formula, from a population of ____

students, ____ samples are computed from MHPNHS and______ from CEU. Stratified random

sampling will be used for the respondents’ selection. The study will focus on the factors

influencing the buying behavior of customers on concept stores, specifically, employee service,
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

etc. Data will be gathered through a prepared questionnaire of the following criteria. This study is

only limited to the perception of the said respondents in the stated criteria in terms of buying

behavior. Other factors that may influence buying behavior and to how they affect the consumers

will be disregarded.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS

References

Diallo et al., (2013). Factors influencing consumer behavior towards store brands: Evidence from

the French market. International Journal of Retail & Distribution Management 41 (6) 422-441,

2013

Karbasivar and Yarahmadi. (2011). Evaluating effective factors on consumer impulse buying

behavior. Asian Journal of Business Management Studies 2 (4): 174-181,2011

Naranje. (2016). A Study on Factors Influencing on Buying Behavior of Customers. Research

Journal 2015- Institute of Science Poona College of Computer Sciences ISSN2394-1224 (2)

Paulins and Geitsfield. (2010). The Effect of consumer perceptions of the store attributes on

apparel store reference. doi.org/10.1108/13612020310496967

Sanchez. (2018). Most Famous Concept Stores in Manila. retrieved from spot.ph/shopping/the-

latestshopping/74745/10

Solomon et al., (2013). Consumer Behavior: Buying, having and being. retrieved from

academia.edu/36377830

Trotter. (2016). What is a Concept Store? retrieved from https://www.insider-trends.com/what-is-

a-concept-store/