University of Perpetual Help System Dalta

Las Pias Campus

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Factors Affecting the Buying Behavior

Of Foreign Students in
University of Perpetual Help System Dalta

A Marketing Research Proposal

In partial fulfillment
Of the course
Marketing Research
Business Administration Department,
College of Business Administration and Accountancy
University of Perpetual Help System Dalta

By
Espinas, Mark U.
Regua, John Joseph L.
El Sawalhi, Ibrahim Jan Guilland C.

October 2015

College of Business Administration and Accountancy

University of Perpetual Help System Dalta

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Las Pias Campus

Table of Contents
Page
Title Page

Table of Contents

Introduction

Review of Related Literature and Studies

Theoretical Framework

Statement of the Problem

11

Research Methodology

13

College of Business Administration and Accountancy

University of Perpetual Help System Dalta

Las Pias Campus

Introduction

Today our University consists of different nationalities and our

community is getting bigger and bigger as the numbers of foreign
enrollees continuously increase over the years. As foreign students get
into our Filipino culture, they also adapt certain traits in them that affect
their buying behavior.
The subject of consuming and buying behavior arises not only in
production and distribution of goods but many other economic activities.
Also changes in consumer behavior would considerably affect different
types of macroeconomic variables, namely output rate, saving,
unemployment,

economic

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growth

and

inflation.

Furthermore

consumption pattern is crucial for every society to achieve development.

(Ghochani, 2014)

College of Business Administration and Accountancy

University of Perpetual Help System Dalta

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Buying motives range from the subjective perception of the

customer depending on the competitive need or market range in the
world. (Boglut, 2014). Likewise, the client does not know how to analyze
the need of buying a product or commodity. There are impulsive reasons
(self-preservation instinct, spirit of imitation), emotional reasons (family
life, desire for comfort, pride, prestige), rational reasons (utility, saving
time, saving money, safety), reasons based on prejudice (brand, supplier
diversity or trust in the supplier), tick reasons(intermediation of a product
and then selling it on the market on favorable terms).(Ciobanu,2014).
Also, (Vias, 2014) presents information on the nature of problem
recognition, the first stage of the problem solving model of buyer
behavior. The problem solving approach stresses the view that the
consumer moves through a series of sequential and reiterative stages or
procedures in reaching or not reaching a consumption decision

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University of Perpetual Help System Dalta

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The purpose of this study is to analyze and present the different

reasons and important factors of foreigners in the University of Perpetual
Help System Dalta in choosing and buying Filipino products in the
clearest possible way. How do they patronize the Filipino product? How
do they differentiate the prices from their own? How they consider the
places to buy products and how are they attracted by the promotions.

Culture is the main consideration, religion is secondary, (Ciobanu,

2014) and where possible other basic ideas or reasons are studied by
means of survey samples and interviews. It will also provide information
about their own personal reasons, habits, likes and dislikes. The intent of
this study is not to debate about their differences but to understand and
compare how they are similar or different to one another.

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Review of Related Literature and Studies

The researcher discussed the related literature and studies about
buying behavior particularly the 5 stages of consumer buying behavior.

Buying behavior is the study of when, why, how, and where people
do or do not buy product. It blends elements from psychology, sociology,
social anthropology and economics. Consumer behavior attempts to
understand the buyer decision making process, both individually and in
groups. (Hareem Zeb, Kashif Rashid, and M.Bilal Javeed, 2013)

Problem Recognition
The need recognition is the first and most important step in buying
process. If there is no need, there is no purchase. The recognition happens
when there is a lag between the consumers actual situation and the ideal
and desired one. (Mitchell, 2015)

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Information Search
The consumer will seek to make his opinion to guide his choice
and

decision

process

with

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internal

and

external

information.

(Damien,2012)

In a study conducted by EURO Asia center Research series

(Buying behavior in china an explanatory study). The Chinese believed
that good product sold themselves automatically and only poor products
need promotion.

(Jungwa Son, 2011). Indian tends to rely on the recommendations

of parents, siblings, or relatives before buying a product.

College of Business Administration and Accountancy

University of Perpetual Help System Dalta

Las Pias Campus

Alternative Evaluation
According to (Siti Nurafifah Jaafar, 2010) the focus is to examine
how consumers differ in their perception and attitudes towards products if
they have or do not have experience with those products. Consumers
purchasing experience involves the internal and external memory which
would play an important role in the purchasing process. Internal memory
comes from the actual experience consumers have with the goods or
service while external memory is originated from information related to
the goods or service. The experience of purchasing last longer and will
remain in consumers mindset. People with negative experience towards a
product will give a negative impact for future purchase while when the
quality matched the price, a positive impact is shown.

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Purchase Decision
Demographic characteristics (age, gender, race, income and
occupation) play an important role in consumers purchase decision
process and can cause deviation from general patterns of consumer
decision making. (Lucia Vilcekova, 2012)

Post-Purchase Behavior
Once the product is purchased and used, the consumer will
evaluate the adequacy with the original needs. And wether he has made a
right choice in buying a certain product or not. He will feel either the
sense of satisfaction for the product or on contrary a disappointment if the
product has fallen far short of expectations. (James, 2011)

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Theoretical framework

Consumer buying behavior is the sum total of a consumer's

attitudes, preferences, intentions, and decisions regarding the consumer's
behavior in the marketplace when purchasing a product or service. The
study of consumer behavior draws upon social science disciplines of
anthropology, psychology, sociology, and economics. (M.Bilal Javeed,
2013)

Price is value expressed in terms of dollars and cent, or any other

monetary medium of exchange. Product is a set tangible attributes,
including packaging, color, price, quality, and brand, plus the services and
reputation of the seller. Distribution channel/ Place is consist of the set of
people, location and firms involved in the flow if title to a product as it
moves from produce to ultimate consumer or business user and

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Promotion is the element in an organizations marketing mix that serves

to inform, persuade, and remind the market of the organization or its
products. (W.J Stanton, M.J Etzel and Brice J. Walker,2011)

Ethnocentrism is the tendency to view the norms and values of

ones own culture as absolute and to use term as a standard against which
to judge and measure all other cultures. They also stated that adaptation
refers to the capacity to adjust to surrounding environment conditions. A
person must adapt or change to new conditions and circumstances in
order to continue functioning effectively. Also they mentioned about
social environment, which involves the conditions, circumstances and
human interactions which encompasses human beings. People are
dependent on effective interactions with this environment in order to
survive and thrive (Zastro and Ashman,2012).

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Statement of the Problems

This study aims to determine the factors affecting the

Buying behavior of foreign students in University of Perpetual Help
System Dalta.

Specifically, it seeks to answer the following questions:

1 What is the profile of the respondents in terms of:
1 Age;
2 Gender;
3 Nationality;and
4 Course;
2 To what extent are the following factors affects the buying
behaviour of foreign students ?
1 Product;
2 Price;
3 Promotion; and
4 Place;

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3 Is there a significant difference on the perception of the

respondents of the factors affecting the buying behaviour
among foreign students when grouped by nationality?

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Research Methodology

Research Method Used

The researchers used the descriptive comparative method.

Sample and Sampling Technique

The researchers used the probability sampling method. 60 foreign
students were taken as the respondents of the study.

Instrument Used
A survey questionnaire was developed based on the inputs of the teachers
of University of perpetual Help System Dalta.

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Data Processing and Analysis

The data were gathered using Statistical Package for social Science
(SPSS) utilizing the frequency and percentage for the statistical treatment
of the data.

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PART I Profile of Responsibilities

Nationality: _________________________
1. Age:
____ 18 years old and below
____ 19 years to 25 years old
____ 26 years old and above
2. Gender:
____ Male
____ Female
3. Course: _________________________

Favorite Filipino Food: _______________________________________

Why?
___________________________________________________________
____________________________.

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4. How many years have you spent in the Philippines studying?

Yes ___

No___

5. Do you find comfort in eating Filipino foods?

Yes ___

No___

6. What kind of meat do you eat? Why ?

Pork ___ Beef ___ Lamb ___ Chicken ___
If not given please specify: __________________________________
7. What is your favorite Filipino food? Why ?
________________________________________________________
________________________________________________________
8. What Filipino food you dont want to eat? Why ?
________________________________________________________
________________________________________________________
9. Where do you most likely to eat?

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Fast Food ___

Eatery ___

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Restaurants ___

10. Do you consider Price in buying Filipino foods ?

________________________________________________________
________________________________________________________

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