Factors affecting consumer purchase decisions in buying cell phones of UP Rural High School students

Date

6-2023

Academic Strand

General Academic Strand (GAS)

Adviser

Joram P. Obsioma

Principal

Mabel S. Buela

Abstract

There are only a few studies that have taken up the kind of factors affecting consumer purchase decisions, and most of those studies that pop up when searching for it will mostly be related to other demographics. Those demographics that appear are people from a much older age group or from a population that lives in a different country. Thus, little is known about what affects the purchasing decision of an adolescent when it comes to buying a cell phone. The study then aimed to analyze factors affecting consumer purchase decisions on cell phones with the teenage demographic as its focus. In order to fulfill the objectives, a quantitative approach was used to collect and analyze the data. Google Forms was utilized in order to conduct the survey. Through this method, trends within the population were revealed and became available for analysis. With everything that was gathered, the researchers came to the conclusion that socio-demographics, cell phone utility, personal considerations, and external influences were significant factors that affect the cell phone purchase decisions of UPRHS students. It was also found that despite differences in ages, as long as they are part of the teenage group, there is no significant difference in the respondents’ preferences and cell phone usage. Meanwhile, a person’s sex seems to influence their cell phone usage and specification preferences. Additionally, regardless of household income, the respondents tend to consider the price of the cell phone. Lastly, out of all the possible external influences, the students’ parents seemed to be the most influential in their decision-making regarding cell phones.

Language

English

LC Subject

Capstone

Location

University of the Philippines Rural High School

Document Type

Capstone

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