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University of Perpetual Help System DaltaLas Pias CampusPage

Factors Affecting the Buying BehaviorOf Foreign Students inUniversity of Perpetual Help System Dalta

A Marketing Research Proposal

In partial fulfillmentOf the courseMarketing ResearchBusiness Administration Department,College of Business Administration and AccountancyUniversity of Perpetual Help System Dalta

By

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

October 2015Table of ContentsPageTitle Page1

Table of Contents2

Introduction3

Review of Related Literature and Studies5

Theoretical Framework9

Statement of the Problem11

Research Methodology13

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 growth and inflation. Furthermore consumption pattern is crucial for every society to achieve development. (Ghochani, 2014)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

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.

Review of Related Literature and StudiesThe 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 RecognitionThe 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)

Information SearchThe consumer will seek to make his opinion to guide his choice and decision process with 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.

Alternative EvaluationAccording 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.

Purchase DecisionDemographic 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 BehaviorOnce 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)

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 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).

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:0. Age;0. Gender;0. Nationality;and0. Course;

1. To what extent are the following factors affects the buying behaviour of foreign students ?1. Product;1. Price;1. Promotion; and1. Place;

1. 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?

Research Methodology

Research Method UsedThe researchers used the descriptive comparative method.

Sample and Sampling TechniqueThe researchers used the probability sampling method. 60 foreign students were taken as the respondents of the study.

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

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

PART I Profile of ResponsibilitiesNationality: _________________________1. Age:____ 18 years old and below____ 19 years to 25 years old____ 26 years old and above2. Gender:____ Male____ Female3. Course: _________________________

Favorite Filipino Food: _______________________________________Why?_______________________________________________________________________________________.

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?Fast Food ___ Eatery ___ Restaurants ___10. Do you consider Price in buying Filipino foods ?________________________________________________________________________________________________________________

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