Mas mura sa online? : a comparative study on the modes Senior High students use to purchase apparel

Date

2025

Adviser

Oliver C. Ocampo

Principal

Mabel S. Buela

Abstract

As the apparel industry adapts to rapid technological change and digital retail innovations, consumer behavior continues to evolve, particularly among the youth. Through the lens of marketing and consumer psychology, this study explores the growing dilemma faced by senior high school students: is it better to shop online or in physical stores? With fashion as both a personal and social statement, this research investigates the factors, such as price, convenience, risk, and variety, that shape their choices. The study contributes to the broader discourse on digital consumerism among students and as well as offers insights for retailers and calls for future research to understand adolescent consumer behavior.

Language

English

Location

UP Rural High School

Document Type

Capstone

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