1

CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents the method to be used, the research

design, the research environment or locale of the study, respondents,

instruments, and the data gathering procedure to be used, the data

analysis, the ethical consideration to be employed in this study.

Research Design

This study will utilize a quantitative descriptive research design

to determine the significant difference of the consumer buying

behavior before and during the COVID-19 pandemic in the College

faculty of ACT Main Campus. The participants will be asked to

complete a series of questionnaire. A quantitative research is

highlighted as a systematic analysis of phenomena by the gathering of

numerical data and the use of mathematical, statistical, or

computational methods. The goal of the descriptive research design is

to accurately and systematically understand the changes of the

consumer buying behavior before and during the COVID-19 pandemic.

Research Locale/ Environment

The researchers will conduct the study in Asian College of

Technology- International Educational foundation in a specific area of

College faculty in all department at the ACT-Main Campus. It is located

in Corner of Leon Kilat and P. del Rosario Street, Cebu, City.

 2

Asian College of Technology- International Educational

Foundation is a private non-sectarian school in Cebu City. ACT is

consist of (3) three campuses located in Metro Cebu: ACT Cyber tower

Campus, the Main Campus at the Corner of Leon Kilat and P. del

Rosario Street: ACT North Campus, Pit-os, Talamban: and ACT South

Campus, located in Cebu South Road, Bulacao, Talisay City.

The ACT main campus is consist of four departments: the

College of Arts, Sciences, and Pedagogy (CASP), the College of

Computer Studies (CSS), the College of Business and Management

(CBM), and the College of Nursing and Allied Programs (CNAP). Each

department had a specific number of faculty members and offered

various courses.

Figure 3. ACT- IEF Main Campus Location Map

 3

Research Participants

The respondents of this study will be the college faculty of the

Asian College of Technology-Main Campus. The researchers distributed

a total of 86 survey questionnaires, but unfortunately, only 80 were

returned completed. The incomplete responses were due to the

inability to persuade all respondents to participate. The simple Random

Sampling method was used in the sampling approaches since it is one

of the best probability sampling techniques that aids in the saving time

and money. It is trustworthy method of gathering data in which each

and every member of population is chosen at random and solely by

chance. Each person has the same chance of being chosen in a

sample.

Research Instruments

The researchers will use a research made questionnaire in the

data gathering process. It consists of three (3) parts. The first part is

about the profile of the respondents, particularly their age, gender,

status and income.

The second and third part includes the likert scales, which will

determine the changes of consumer buying behavior before and during

the COVID-19 Pandemic in terms of psychological factors, social

factors, cultural factors, personal factors and economic factors. The

scales range from “Strongly Agree”, “Agree”, “Disagree” and “Strongly

Disagree” with corresponding description ( See the table below).

Before administering
 4

the instrument, the questionnaire will undergo a validity and reliability

tests.

Rating Scale Description

Interpretation

The respondent agrees that the

4 Strongly Agree specific statement stipulated is
(SA) done in all instances.

The respondent agrees that the

3 Agree (A) specific statement stipulated is
done in majority of the instances.

The respondent agrees that the

2 Disagree (D) specific statement stipulated is
done in some instances.

The respondent agrees that the

1 Strongly specific statement stipulated is
Disagree (SD) not done at all.

The reliability of the questionnaire was tested through pilot

testing with Cronbach’s Alpha of .710. It was articulated by Gliem

(2003) Cronbach’s alpha reliability coefficient normally ranges

between 0 and

1. However, there was actually no lower limit to coefficient. The closer

Cronbach’s alpha coefficient is to 1.0 the greater the internal

consistency of the item in the scale. On the other hand, George and

Mallery (2003) provide the following rules of thumb: Cronbach’s Alpha

>.9- Excellent; Cronbach’s Alpha> .8- Good; Cronbach’s Alpha>,7-

 5

Acceptable; Cronbach’s Alpha> .6- Questionable; Cronbach’s

Alpha>.5- Poor; and Cronbach’s Alpha <.5- Unacceptable. While

increasing the value of alpha is partially dependent upon the number

of items in the scale, it should be noted that this has diminishing

returns. It should also be noted that an alpha of .710 means that the

questionnaire is acceptable. When using Likert-type scales it is

imperative calculate and report Cronbach’s alpha coefficient for

internal consistency reliability for any scales or subscales one may be

using. The analysis of the data then must use these summated scales

or subscales and not individual items. Cronbach’s alpha does not

provide reliability estimates for single items. Data Gathering

Procedures

The researchers will create an easy-to-understand survey

questionnaire for the respondents. After the dry-run procedures, the

researchers will distribute the final surveys to the respondents. Before

collecting data, permission from the school administration and

respondents will be obtained.

The administration of the questionnaire will be done in 1-2 weeks

since the researchers will personally distribute the survey

questionnaire in person to all the respondents. The items in the survey

questionnaire will be explained thoroughly. In line with this, the

researchers will explain the importance of the respondents' responses

to the study. Following that, the researchers will patiently wait for the

respondents to
 6

complete their responses. Lastly, the completed copies will be

collected, and the results will be tallied and tabulated. The incidents of

non- response on the questionnaires will be noted, recognizing that

some may remain incomplete due to the respondents’ personal

reasons. Consequently, we cannot compel them to answer the survey

questions that have been distributed to them.

Data Analysis

The following statistical tools that will be used in this research:

For the respondent's responses on the profile of the respondents

in terms of age, gender, status and income a simple frequency will be

used in tallying the data.

The weighted mean will be used to measure the significant

difference of the consumer buying behavior before and during the

COVID-19 Pandemic of the College faculty of ACT Main Campus in

terms of psychological factors, social factors, cultural factors, personal

factors and economic factors.

Ethical Considerations

We value each and every piece of information that the

participants will be providing for this study. Their Personal Information

won't be disclosed or exposed to anyone as a result. Before giving the

respondents the interview guide, a formal consent form will be

 7

presented to them. This will reassure them that the researcher will

keep the data they provide strictly confidential.

After obtaining all required consents, each participant will be

informed appropriately about the name of the researcher, the goal of

the study, and its rationale. The researcher will discuss all the

expected advantages of the study as well as how vital the participant's

contribution seems to be. The participant's right to refuse or withdraw

from the research project at any time will also be acknowledged.

Risk-benefit assessment

In this study, there is a chance that the study won't be finished

in the allotted period because it will take a long time and will depend

on the researcher's ability to manage their time, schedule, and the

respondents' availability. Protecting data confidentiality and privacy is

another aspect of the ethical standard to consider in order to

guarantee that any data acquired will be used only for the study's

purpose.

Risk-Benefit

The risk-benefit analysis of this project intends to emphasize the

relevance of changes in consumer buying behavior during economic

crisis COVID-19 pandemic among the College Faculty at ACT Main

Campus.

a.) Consent, documentation of informed consent

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The researcher will seek an approval from the school

administration and the respondent’s themselves. The benefits

and objectives of the study must be communicated to the

aforementioned party. A permission agreement will be issued to

each party involved in order to protect their interests. The

responders will get the necessary orientation regarding their role

for giving truthful information for the success of the study.

Authorization to access private information

The respondents are going to understand that although

they'll have access to the study's findings, they will not have

access to any of its sensitive information, including other

participants' personal information. The researcher will be the

only one with complete access to all the research study's data.

As they will be the ones who benefit from it the most,

participants will also be able to ask for a copy of the completed

document. The application of quality enhancement tactics will be

disclosed in order to obtain significant outcomes and

engagement through teamwork. This is carried out for full,

narrative, and in-depth responses. Also, this is done to build

trust between the researchers and respondents and to ensure

that all data will be handled in the most confidential manner. By

in-depth discussion of the topic matter, creation of

objective responses, and

 9

methodical process throughout interactions, the researcher will

demonstrate their dedication to the research study.

b.) Confidentiality procedures

All research findings will be handled in the utmost

confidentiality and will only be used solely for this study. Written

data disposal will be destroyed in order to prevent third parties

from obtaining free data.

c.) Debriefing, Communication and Referrals

The questionnaire's mood will be set by the researchers,

and its administration will make absolutely sure that the

respondents are comfortable throughout. All respondents should

be treated with respect and politeness by the researchers. If

necessary, the researchers will also help the respondents by

offering a brief, unbiased explanation for each question. Once

the survey is over, the researchers will verbally thank every

respondent.

d.) Incentives or Compensation

The respondents' participation in the study will be fully

voluntary and unrelated to any kind of inducement or

compensation. Instead of payment, the respondents will receive

words of gratitude. Yet, one significant advantage that the

person may experience is greater knowledge about conservation

efforts.

e.) Conflict of Interest

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The study does not include any potentially conflicting

interests. As there is no personal or family connection between

the participants and the researcher, there will be no potential

conflicts of interest that may contaminate the findings, making

them objective.

The responders will be chosen based on the guidelines in

the inclusion and exclusion guide. Since only a questionnaire

response is needed, there is no need for recruiting or promotion.

The school and the respondents themselves both give their

approval and agreement in order to safeguard each respondent's

interests. The entire sovereignty of the researchers' intellectual

property, intellectual rights, information exchange, and

accountability shall be granted. The terms of reference for the

study won't apply.

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Chapter IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents, analysis, and interprets data on the profile

of the respondents and the relationship between the profile of the

respondents and the changes of the consumer buying behavior before

and during COVID-19 pandemic of the College Faculty of ACT-Main

Campus. The data presented in tabular form with corresponding

analysis and interpretation. The primary data were gathered through

Survey questionnaire distributed to the respondents of College faculty

of ACT- Main Campus.

There are four (4) sections presented in this chapter the first

section (1) presents the data, analysis and interpretation on the profile

of respondents in terms of gender, age, status and monthly income.

Section two (2) present the data, analysis and interpretation of the

consumer buying behavior of the faculty before the pandemic in the

areas of psychological, social, cultural, personal and economic. Section

three (3) present the data, analysis and interpretation on the factors

affecting the buying behavior of the respondents during the pandemic

in the areas of psychological, social, cultural, personal and economic.

In the section four (4) present the data and analysis interpretation on

the significance differences of the consumer buying behavior before

and
 12

during the pandemic in the areas of psychological, social, cultural,

personal and economic.

Information of the profile of respondents.

This parts presents the data of the profile of the respondents in

the aspect of gender, age, status and monthly income.

Profile of the respondents in terms of gender

The table one (1) show the percentage of gender in the College

faculty of the ACT- Main Campus. It was found that out of eighty (80)

respondents’ forty-seven (47) of them with a percentage of (58.8%)

are females, thirty-three (33) of them with a percentage of (41.3%)

are males. The data indicates that the majority of the College faculty

of ACT-

Main Campus are female.

Table 1

Profile of the respondents in terms of gender

(n=80)

Gender Frequency Percent

Female 47 58.8

Male 33 41.3

Over all 80 100.1

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Profile of the respondents in terms of age

Table two (2) shows the percentage of age of the College Faculty

of ACT-Main Campus. Out of eighty (80) respondents, forty-seven (47)

of them with a percentage of (58.8%) ages 21-30 years old, twenty-

one (21) of them with a percentage of (26.3%) ages 31-40 years old.

Twelve (12) of them with a percentage of (15.0%) ages above 40

years old. The data indicates that the majority of the College faculty of

ACT- Main Campus are between the ages of 21 and 30 years old.

Table 2

Profile of the respondents in terms of age

(n=80)

Age Frequency Percent

21-30 years old 47 58.8

31-40 years old 21 26.3

Above 40 years old 12 15.0

Over all 80 100.1

Profile of the respondents in terms of Status

Table three (3) shows the percentage of status of the College

Faculty of ACT-Main Campus. Out of eighty (80) respondents, sixty-six

(66) of them with a percentage of (82.5%) are single, fourteen (14) of

 14

them with a percentage of (17.5) are married. The data indicates that

the majority of the College faculty of ACT-Main Campus are single.

Table 3

Profile of the respondents in terms of status

(n=80)

Age Frequency Percent

Single 66 82.5

Married 14 17.5

Over all 80 100.1

Profile of the respondents in terms of income

Table four (4) shows the percentage of Income of the College

faculty of ACT-Main Campus. Out of eighty (80) respondents, two (2)

of them have a percentage of 2.5% below Ten thousand, twenty-

three

(23) of them have a percentage of 28.8% ten thousand to twenty

thousand, thirty-seven (37) of them have a percentage of (46.3%)

twenty thousand one to thirty thousand, eleven (11) of them have a

percentage of (13.8%) thirty thousand one to forty thousand, four (4)

of them have a percentage of (5.0%) forty thousand one to fifty

thousand, three (3) of them have a percentage of (3.8%) above fifty

thousand. The data indicates that the majority of the College faculty of

ACT-Main Campus have 20,001–30,000 income per month.

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Table 4

Profile of the respondents in terms of Income

(n=80)

Income Frequency Percent

Below 10,000 2 2.5

10,000-20,000 23 28.8

20,001–30,000 37 46.3

30,001-40,000 11 13.8

40,001–50,000 4 5.0

Above 50,000 3 3.8

Over all 80 100.1

Before-COVID: Psychological factors

Table Five (5) presents the respondent buying behavior before

COVID-19 in terms of psychological factors. Based on the results, with

an overall mean of 3.3075 and a standard deviation of 0.35712,

respondents generally strongly agree with the statements pertaining to

their buying behavior in terms of psychological factors. It is implicated

that before COVID-19, respondents bought a product based on their

perceptions of the product and based on their past experiences,

expectations, and cultural background, which can lead to a more

favourable perception of that brand (2024).Respondents also gave

more
 16

priority to essential products such as food, water, and clothes and also

considered checking the products before buying. The reviews of the

products also significantly impact consumers buying behavior. In

today’s digital age, online reviews and testimonials hold substantial

influence over consumer’s decisions. Positive reviews can build trust

and credibility for a product, while negative reviews can deter potential

buyers (2023).In the study of Kate Williams, the essential nature of

the product or good is another critical aspect that influences consumer

buying behavior. Consumers are more likely to purchase products that

they perceive as essential to their daily lives or well-being.

Table 5

Before COVID-19: Psychological factors

(n=80)

Std. Verbal
Mean Deviation Interpretation
1. I buy a product based on my
3.4250 0.59054
perception. Strongly Agee

2. I buy a product that is on

current trends (e.g., 2.6000 0.80505 Agree
clothes, bags).

3. I give more priorities to

essential products (e.g. Food, 3.7125 0.53234
Strongly Agree
water, clothes).

4. I consider checking the

3.5250 0.63595 Strongly Agree
product ratings before buying it.
 17

5. I do shop in malls because I

strongly have trust the physical 3.2750 0.72871 Agree
stores.

Overall Mean 3.3075 0.35712 Strongly

Agree
Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

Before COVID-19: Social Factors

The table six (6) presents the respondents’ their buying behavior

before COVID-19 in terms of Social factors. Based from the results, the

respondents generally agree to the statements pertaining towards

their buying behavior in terms of social factors, M=3.04, SD=0.47. As

the table shows, the majority of respondents strongly agree to

purchase a product based on recommendations from friends and

family, to purchase an item based on societal trends, to take their

family's advice when shopping at a mall, and, finally, to purchase a

product based on societal beliefs. The respondents influence on

decisions regarding good and services to the other people and have on

person’s preferences and choices. Friends, family and within social

group. It is often seeking recommendation and advice from their

friends when making decision about products and services especially

close relatives such as parents, siblings, or spouses, can have a strong

influence on consumer choices

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As presented, 3.3000 is the highest mean, interpreted as strongly

agree, indicating that the respondents consider the environmental

impact of a product before purchasing. This data indicates, that the

respondents showed an awareness of how human activity affects the

environment before the COVID-19 pandemic. They understand that

their actions may affect their surroundings.

Likewise, the lowest mean of 2.5625, which is also stated, indicates

that most respondents agreed with the idea of based on societal trends

and the respondents of the Asian college of technology may feel a

sense of belonging and conformity to the larger social group it may

follow a specific trend in order to preserve their social connections and

prevent feeling excluded.

The Overall mean of 3.0350 and the standard deviation of

0.46636 generally agreed with the statements related to their buying

behavior in terms of social factors before COVID-19. The college

faculty of act main campus may agree with social factors in purchasing

a product through recommend their friends and family with support

and accept what they've purchased. In order to uphold their moral

values and progress in a better society, respondents might place a

higher priority on obtaining things that align with their beliefs.

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According to Shah, S. S., & Asghar, Z. (2023). In real life,

individuals' beliefs about their future state can be influenced by various

factors, such as friends, neighbours, and social media platforms. For

example, a person may be influenced by their friends to believe that

they can easily afford specific brands, goods or services and maintain a

responsible level of consumption. It may lead them to purchase,

increasing consumption and potentially a lower overall utility.

Table 6

Before COVID-19: Social

Factors (n- 80)

Std. Verbal
Mean Deviation Interpretation
Q1 I buy a product that is being 3.1625 0.64521
recommended by my family Agee
members and friends

Q2 I buy an item based on a 2.5625 0.82437

societal trends Agree

Q3 I consider the advice of my 3.1750 0.70755

family when shopping at a mall Agree

Q4 I consider the environmental 3.3000 0.60379

impact of a product before
Strongly Agree
purchasing

Q5 I consider my society beliefs 2.9750 0.76266

when buying a product Agree

Overall Mean 3.0350 0.46636 Agree

Legend:
3.28-4.00 Strongly Agree
 20

2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

Before COVID-19: Cultural Factors

The table seven (7) presents the respondents’ their buying

behavior before COVID-19 in terms of cultural factors. As presented

3.3750 is the highest mean interpreted as agree, indicating that the

respondents will consider the services before buying the specific items.

This data means that before COVID-19 the respondents of the College

Faculty of ACT-Main Campus are already considering the services

before purchasing the certain item.

Likewise, the lowest mean is 2.9750, which is interpreted as agree and

reveals that the respondents are not purchasing a product that

represent their heritage or origin. This result might be suggest a

growing trend towards globalization and the acceptance of diverse

products. The respondents may be more inclined to explore and adopt

goods that, while not directly representing their own cultural heritage,

offer a broader appeal or meet their needs in other ways. This

openness to a global marketplace can enrich the respondent’s

experience, offering access to a wider variety of products and services.

The overall mean of 3.09 with a standard deviation of 0.56 not

only implies that most people agree with the importance of cultural

influences on purchasing behaviour, but it also demonstrates a

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moderate level of consistency in responds across respondents. This

amount of agreement implies that, while cultural variables are taken

into consideration, they may not have the primary or major effect on

purchase decisions. The respondents' willingness to non-cultural

components might indicate a practical approach to consumption, in

which practicality and personal taste take priority over matters of

culture.

According to the study of Hu Tao et, al 2022, It is clear that the

COVID-19 pandemic has caused major modifications in consumer

purchasing behaviour, altering the business model design of consumer

services firms. Based on the study, customers have adjusted to

changes in their purchasing item, purpose, and timeframe, favouring

novelty- centred business models, while changes in purchasing

techniques resulted in an efficiency-centred approach. This is aligned

with the observed data, which shows that respondents prioritise

service quality above cultural representation in their purchase

decisions, showing a wider acceptance of globalised items and a

practical attitude to consuming that emphasises ease and efficiency.

Hu Tao et al.'s findings give a theoretical framework that supports the

concept of a consumer base that, while recognising cultural influences,

is progressively moving towards a more diversified and pragmatic

selection of goods and services in the face of global challenges.

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Table 7

Before COVID-19: Cultural

factors (n- 80)

Std. Verbal
Mean Deviation Interpretation
Q1. I buy only products that are 3.0000 0.72914
not too revealing as they could
compromise my religion and Agee
beliefs (e.g., dresses, shorts).

Q2. I consider cultural values 3.0375 0.73680

and traditions when making
Agree
purchasing decisions.

Q3. I consider the services 3.3750 0.68205

before buying the specific items. Strongly Agree

Q4. I consider my religion as one 3.0375 0.80259

of the important role when
Agree
buying a product.

Q5. I purchase a product that 2.9750 0.79516

represents my heritage or origin
(such as accessories or Agree
souvenirs).

Overall Mean 3.0850 0.55918 Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

Before COVID-19: Personal Factors

The table eight (8) show the data of the respondents on their

buying behavior before COVID-19 in terms of personal Factors. As

 23

presented, 3.6875 is the highest means interpreted as strongly agree,

indicating that the respondents are consider their financial income

before buying expensive product. This data indicates that, before the

COVID-19 pandemic, the respondent of the college faculty of ACT-Main

Campus placed significant importance on evaluating their financial

situation when faced with decisions about making substantial

purchases. It indicates a mindful and planned attitude to spending,

most likely motivated by an understanding of budget restrictions and

the importance of financial preparation.

Likewise, the lowest mean score is 3.4000, which is also interpreted as

‘strongly agree.’ This score indicates that, before the COVID-19

pandemic, the respondents would purchase products based on their

hobbies to derive satisfaction from those goods. Despite having the

lowest mean score, it still shows a high preference for purchasing

products that align with one's preferences and contribute to individual

contentment.

The overall mean of 3.54 and standard deviation of 0.43, taken

together, indicate a high level of agreement among respondents, while

also revealing some moderate differences in their individual

viewpoints. This suggests that while most respondents agree on the

importance of personal factors in purchase decisions, there are still

some variations in the strength of their opinions. Based on these

findings, it can be inferred

 24

that faculty members at the ACT-Main Campus are responsible buyers

who take their budgets and personal satisfaction into account when

making significant purchases. This mindful approach to spending,

particularly in the pre-pandemic era, may indicate a larger pattern of

thoughtful and intentional purchasing behavior.

According to Sheikh Qazzafi's (2020) study on consumer buying

behaviour, personal factors have a substantial impact on purchase

decisions. The study highlights the importance of an individual’s

financial condition, lifestyle, and personality in determining their

purchasing behaviour. Consumers with a stable income are more

willing to make expensive purchases, whereas those that prioritise

personal fulfilment prefer to acquire things that match with their

hobbies and interests. It also claim that respondents examine their

financial income before purchasing expensive things, and that people

buy stuff based on their hobbies for personal enjoyment even

before the COVID-19

pandemic.

Table 8

Before COVID-19: Personal factors

(n-80)
Std. Verbal
Mean Deviation Interpretation

Q1. I buy a product that is based on 3.4000 0.62844

Strongly Agee
my hobbies.
 25

Q2. I buy a product from trusted 3.5750 0.61160

Strongly Agree
brands.

Q3. I consider my age and life cycle 3.4875 0.57355

stage when deciding which product to Strongly Agree
buy.

Q4. I purchase a range of things to 3.5375 0.54988

Strongly Agree
suit my preferences.

Q5. I consider my financial income 3.6875 0.54177

Strongly Agree
before buying expensive product.

Overall Mean 3.5375 0.43118 Strongly

Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

Before COVID-19: Economic Factors

The table nine (9) presents the respondents’ their buying

behavior before COVID-19 in terms of economic factors. As presented,

3.7375 is the highest mean interpreted as strongly agree, indicating

that the respondents will purchase a necessary items based on their

budget. This data means that before COVID-19 the respondents of the

college faculty of ACT-Main Campus are prudent in their spending

habits. They prioritize necessary items and make purchases based on

their budget.

Likewise, the lowest mean is 3.5125, which is interpreted as strongly

agree and reveals that the respondents are considering buying a

product that offers some freebies. It is important to note that while

this behavior might seem contrary to the previously mentioned

prudent spending
 26

habits, it actually indicates a savvy approach to purchasing. The

faculty members are not just attracted by the allure of freebies, but

they are likely evaluating the overall value of the deal.

The overall mean of 3.63 and a standard deviation of 0.43

indicate that the respondents generally strongly agree with the

statements pertaining to their buying behavior in terms of economic

factors. The implication of “strongly agree” in this category suggests

that the respondents are well aware of economic factors when making

a buying decision. Before COVID-19, they most likely considered their

budget when acquiring products. They were also less likely to be

attracted to the freebies on offer, instead focusing on the overall value

of the deal. This behavior shows an elevated form of economic and a

responsible approach to consumption.

According to Pascual et al. (2019), economic considerations such

as budget limits and the necessity for controlling expenses have a

significant impact on purchase decisions. The study explores how

customers, particularly those with limited means, prioritized essentials

and are more likely to make purchases that are in line with their

budgets. This prudent attitude to spending is considered as a reflection

of a greater awareness of economic facts as well as a strategic tool for

maximising the value of purchases. The study also reveals that

customers are more focused on the overall value and usefulness of the
 27

items they choose to buy, showing a knowledgeable and deliberate

attitude to purchasing, rather than being attracted by deals or freebies.

Table 9

Before COVID-19: Economic

factors (n-80)

Std. Verbal
Mean Deviation Interpretation
Q1. I consider the salary before 3.6750 0.56870
buying specific product. Strongly Agee

Q2. I consider purchasing a 3.6125 0.56240

product that is on sale. Strongly Agree

Q3. I consider buying a product 3.6250 0.62389

that somewhat good quality but Strongly Agree
less expensive.
Q4. I consider buying a product 3.5125 0.57355
that offers some freebies. Strongly Agree

Q5. I purchase necessary items 3.7375 0.54526

based on my budget. Strongly Agree

Overall Mean 3.6325 0.42747 Strongly

Agree
Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

During COVID-19: Psychological factors

The table ten (10) presents the respondents buying behavior during

COVID-19 in terms of psychological factors. Based on the results, with

an overall mean of 3.2875 and a standard deviation of 0.45098,

there's
 28

generally strong agreement with the statement pertaining to their

buying behavior in terms of psychological factors. It is implicated that

the respondents still give more priority to essential products, buy a

product based on their perceptions and still consider checking the

product rating before buying, and shop in malls, as they strongly have

trust in physical stores. In the study of psychological factors and

consumer behavior during the COVID-19 pandemic (2021), it is stated

that during the COVID-19 pandemic, consumer buying behavior indeed

had an impact on the preference for shopping in physical stores.

Consumer offline purchasing activities have decreased, and they have

become more demanding of offline shopping places. The consumer

pays more attention to the safety, convenience, and goodwill of

shopping places. In addition, consumers who feel that physical stores

have implemented adequate safety measures may be more inclined to

shop in stores. According to Maharani et al. (2022), shopping in

physical stores provides consumers with a sense of control over their

shopping experience. Being able to physically see and touch products

can enhance the feeling of control and influence preferences for in-

store shopping. Maharani et al (2022) also added that consumers who

have strong brand loyalty or emotional connections to specific stores

may prefer shopping in physical stores to maintain that brand

relationship. To sum up, trust in the safety measures implemented by

physical stores as well as trust

 29

in the quality and reliability of essential products can significantly

impact consumer’s choices. Consumers tend to gravitate toward stores

and products they trust during uncertain times. Checking product

ratings and reviews before making a purchase has become a common

practice during the pandemic, as consumers rely on the experiences

and opinions of others to make informed decisions, especially when

shopping for essential items.

Table 10

During COVID-19: Psychological factors

(n=80)

Std. Verbal
Mean Deviation Interpretation

Q1. I buy a product based on my 3.3500 0.67693

Strongly Agee
perception.

Q2. . I buy a product that is on 2.6750 0.95168

Agree
trend (e.g., clothes, bags).

Q3. I buy a product that is 3.7500 0.49041

essential (e.g. Food, water, Strongly Agree
clothes).

Q4. I consider checking the product 3.5125 0.65591

Strongly Agree
ratings before buying it.

Q5. I do shop in malls because I 3.1500 0.85832

strongly trust the physical Strongly Agree
stores.

Overall Mean 3.2875 0.45098 Strongly

Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
 30

1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

During COVID-19: Social Factors

The table eleven (11) presents the respondents’ their buying

behavior During COVID in terms of social factors. Based from the

results, the respondents generally agree to the statements pertaining

towards their buying behavior in terms of social factors, M=3.08,

SD=0.58. As shown in the table, the majority of respondents agree to

buy a product based on societal trends. They also consider the advice

of their family when shopping at the mall and take into account

societal beliefs when making a purchase. Furthermore, they strongly

agree to buy a product that is recommended by their family members

and friends, and they consider the environmental impact of a product

before making a purchase. When making decisions about what to buy,

consumers frequently give priority with, family recommendations, and

trends in society because these factors offers personal relationships,

conformity to social acceptance.

As table presented, 3.3125, is the highest mean, interpreted as

strongly agree, indicating that the respondents buy a product that is

being recommended by their family members and friends During

COVID-19 pandemic. This data indicates that recommendations of

 31

friends or family members have far more influence over purchase

decisions than influencers or celebrities.

Likewise, the lowest mean of 2.7500, which is also stated, indicates

that most respondents agreed with the idea of based on societal trends

during COVID-19 Pandemic. By staying up with these societal trends

and being aware of which consumer needs are evolving throughout the

pandemic.

The Overall mean of 3.0825 and the standard deviation of

0.58218 generally agreed with the statements related to their buying

behavior in terms of social factors during COVID-19 Pandemic. The

college faculty of ACT main campus may agree with social factors in

purchasing a product through recommend by their family members

and friends are more likely to believe and buy items that prioritize

safety and it will not have any negative impact on the environment

during the COVID-19 pandemic.

According to Rangaiah, 2021 buying behavior is influenced by

other around them such as family, reference groups and roles and

status are one of the influences of social factors. Furthermore, Burlea-

Schiopoiu et al., (2021) mentioned that the Covid-19 pandemic has

prompted consumers to reduce their food waste and has raised their
 32

knowledge of the negative effects that food waste has on the

environment.

Table 11

During COVID-19: Social Factors

(n=80)
Std. Verbal
Mean Deviation Interpretation
Q1 I buy a product that is being 3.3125 0.66739
recommended by my family Strongly Agee
members and friends

Q2 I buy an item based on a 2.7500 0.97435

societal trends Agree

Q3 I consider the advice of my 3.0875 0.73250

family when shopping at a mall Agree

Q4 I consider the environmental 3.3000 0.76968

impact of a product before Strongly Agree
purchasing

Q5 I consider my society beliefs 2.9625 0.78666

when buying a product Agree

Overall Mean 3.0825 0.58218 Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree

During COVID-19: Cultural Factors

The table twelve (12) presents the respondents’ their buying

behavior during COVID in terms of cultural factors. As presented

3.4125 is the highest mean interpreted as strongly agree, indicating

that the
 33

respondents during COVID-19 pandemic is consider the services before

buying the specific items. The data means that during COVID- 19

pandemic the respondents of the College Faculty of the ACT-Main

Campus consider the services as a key consideration in their purchase

decisions. This high mean score demonstrates respondents' strong

agreement that the quality and availability of product-related services

have become even more important throughout the epidemic. It implies

that, in times of crisis, the practical components of purchase, such as

service dependability and customer support, are likely to take priority

over other considerations, including cultural concerns.

Likewise, the lowest mean is 3.0625, which is interpreted as agree and

reveals that the respondents only buy a product that are not too

revealing as they could compromise their religion and beliefs. It is

important to understand that respondents prefer not getting things

that are too revealing and could compromise their religious and

personal perspectives. This emphasises the necessity for firms taking

into consideration their target have different religious and belief

systems, since such factors may have a considerable impact on

purchase decisions and respondents happiness.

The overall mean of 3.16 and a standard deviation of 0.62

indicate that the respondents generally agree with the statements

regarding their buying behavior in terms of cultural factors during the

COVID-19
 34

pandemic. The consensus of "Agree" in this category suggests that the

respondents are cognizant of their varied perspectives when making

purchasing decisions. Additionally, this level of agreement reflects a

collective acknowledgment of the impact of cultural factors, even as

they navigate the complexities of the pandemic's influence on

consumer behavior.

Nur Eva and colleagues' 2021 cross-cultural psychological study

of panic-buying behaviour during the COVID-19 epidemic found that

the pandemic had a substantial impact on consumer behaviour,

resulting in an outbreak of panic-buying. This study provides light on

the psychological underpinnings of such behaviours and emphasises

the impact of cultural influences on consumer behaviour during times

of crisis. It implies that in the midst of unexpected circumstances such

as a pandemic, customers' purchase decisions may be more influenced

by immediate practical demands and service concerns than by a

cultural connection or expression. This is consistent with the findings of

the College Faculty of the ACT-Main Campus study, in which the

highest mean score indicated a strong preference for service quality

and the lowest mean score suggested a cautious attitude to products

that may affect personal values. The overall agreement among

respondents demonstrates a greater understanding of the relevance of

cultural variables in purchase decisions, as well as a practical get

towards
 35

emphasising service dependability and customer support during the

epidemic. The study's findings can be used to comprehend consumers'

balance between cultural ideals and practical demands in times of

global

crisis.

Table 12

During COVID-19: Cultural Factors

(n=80)
Std. Verbal
Mean Deviation Interpretation
Q1. I buy only products that are 3.0625 0.78505
not too revealing as they could
compromise my religion and Agree
beliefs (e.g., dresses, shorts).

Q2. I consider cultural values 3.1375 0.74194

and traditions when making Agree
purchasing decisions.

Q3. I consider the services 3.4125 0.63033

before buying the specific items. Strongly Agree

Q4. I consider my religion as one 3.0750 0.82332

of the important role when
Agree
buying a product.

Q5. I purchase a product that 3.1000 0.85091

represents my heritage or origin
(such as accessories or Agree
souvenirs).

Overall Mean 3.1575 0.61926 Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree
 36

During COVID-19: Personal Factors

The table thirteen (13) show the data of the respondents on

their buying behavior During COVID-19 in terms of personal factors.

As presented, 3.6125 is the highest mean interpreted as strongly

agree, indicating that the respondents during COVID-19 pandemic are

considering their financial income before buying expensive product.

The data indicates that during COVID-19 the respondents are more

conscious of their financial status when buying expensive items.

Likewise, there are two lowest mean which are Q2. 3.4500

and Q4.3.4500, which is interpreted as strongly agree and show that

the results indicate that during the COVID-19 pandemic, respondents

considered purchasing products from trusted brand as well as a variety

of things according to their preferences. During uncertain times, the

respondents may □avour trusted brands because they want quality

assurance and reliability. The respondents may have gravitated

towards established brands to reduce risk and assure satisfaction.

Similarly, the need to buy products that match personal tastes can

indicate an increased desire for comfort and everyday life, as well as a

strategy for dealing with the stress and crises caused by the pandemic.

The overall mean of 3.47 with a standard deviation of 0.52,

indicates that respondents generally strongly agree with the

statements about their purchasing hobbies and considering a trusted

brand that
 37

meets their preferences in terms of personal factors during the COVID-

19 pandemic, indicating the importance of understanding one’s

financial limits and the value of brand trustworthiness. The statistics

indicate a consumer behavior trend in which personal financial

assessment and brand reliability have become essential decision-

making factors. This pattern is especially evident during the COVID-19

pandemic, when people experience incredible financial difficulties and

market uncertainty.

According to Di Crosta et al. (2021), the COVID-19 pandemic has

had a major influence on consumer purchasing behaviour, with

psychological elements playing an important role. According to the

study, anxiety and worry of COVID-19 predicted consumer behavior

towards needs, whereas sadness predicted behavior towards non-

necessities. Furthermore, the research reveals that personality

qualities, perceived economic stability, and self-justifications for

purchase were all crucial in shaping consumer behavior throughout the

pandemic. The comprehensive research contributes to the

understanding of changes in consumer behavior during the COVID-19

pandemic. It implies that consumer purchasing decisions, especially

those involving unnecessary things, are highly impacted by their

emotional condition and perceived financial stability. It also emphasis

the relevance of personal characteristics such as financial income

and brand credibility in

 38

pandemic purchase choices. The survey reinforces the idea that during

times of crisis, customers priorities budgeting and go towards trusted

companies that can give quality and dependability. This behavior

shows a coping technique for maintaining a feeling of routine and

control in the face of pandemic disruptions

Table 13

During COVID-19: Personal Factors

(n=80)

Std. Verbal
Mean Deviation Interpretation
Q1. I buy a product that is based on 3.3625 0.67961 Strongly Agree
my hobbies.

Q2. I buy a product from trusted 3.4500 0.65410 Strongly Agree

brands.

Q3. I consider my age and life cycle 3.4875 0.59521 Strongly Agree
stage when deciding which product to
buy.

Q4. I purchase a range of things to 3.4500 0.61418 Strongly Agree

suit my preferences.

Q5. I consider my financial income 3.6125 0.62630 Strongly Agree

before buying expensive product.

Overall Mean 3.4725 0.52313 Strongly

Agree

Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree
 39

During COVID 19: Economic Factors

The table fourteen (14) shows the data of the respondents on

their buying behavior During COVID-19 in terms of economic factors.

As presented, 3.6875 is the highest mean interpreted as strongly

agree, indicating that the respondents are purchasing necessary items

based on their budget. This data indicates that during COVID-19, the

respondents of the college faculty of the ACT-Main campus were very

mindful with their spending, prioritizing the essential items within their

budget. It shows careful thinking and agility in dealing with the

economic problems faced by the pandemic.

Likewise, the lowest mean is 3.4500, which is interpreted as strongly

agree and show that respondents during Covid-19 consider purchasing

products that give freebies in order to save money overall. This

suggests that during the COVID-19pandemic, respondents from the

ACT-Main campus were more likely to be attracted to products that

offered extra benefits, like as free things that may increase the value

of their purchase without breaking their budget. This behavior shows

an intentional approach to getting the most of their spending during a

time of economic uncertainty.

The overall mean is 3.60, with a standard deviation of 0.48,

showing that respondents generally strongly agree with statements

about their purchase habits based on economic factors. The usage of

 40

"strongly agree" in this category shows that respondents are fully

aware of economic considerations during covid-19 as a result of their

personal experience with the pandemic's economic impact. This

understanding certainly affected their purchasing behaviors, causing

customers to priorities essentials while seeking added value through

promotions such as freebies. The statistics show that faculty members

know the importance of budgeting during Covid-19.

According to Thesia I. Garner et al. (2020), consumer economic

behaviors changed significantly during the COVID-19 crisis. Consumers

were noted to have become more price-conscious, eagerly seeking

deals and discounts to successfully manage funds in the middle of the

pandemic's economic uncertainty. This intentional and careful views to

spending encouraged individuals to priorities essentials while also

seeking opportunities to economies.

Table 14

During COVID-19: Economic Factors

(n=80)
Std. Verbal
Mean Deviation Interpretation
Q1. I consider the salary before 3.6750 0.56870 Strongly Agree
buying specific product.
Q2. I consider purchasing a product 3.5750 0.59054 Strongly Agree
that is on sale.
 41

Q3. I consider buying a product that 3.6000 0.64827 Strongly Agree

somewhat good quality but less
expensive.
Q4. I consider buying a product that 3.4500 0.63445 Strongly Agree
offers some freebies.
Q5. I purchase necessary items based 3.6875 0.56465 Strongly Agree
on my budget.
Overall Mean 3.5975 0.48417 Strongly
Agree
Legend:
3.28-4.00 Strongly Agree
2.52-3.27 Agree
1.76-2.51 Disagree
1.00-1.75 Strongly Disagree
 42

Tests of Normality

Shapiro-Wilk df Sig.

Pre-COVID: Psychological factors 0.941 80 0.001

Pre-COVID: Social Factors 0.969 80 0.046

Pre-COVID: Cultural Factors 0.927 80 0.000

Pre-COVID: Personal Factors 0.886 80 0.000

Pre-COVID: Economic Factors 0.791 80 0.000

During COVID: Psychological Factors 0.932 80 0.000

During COVID: Social Factors 0.958 80 0.011

During COVID: Cultural Factors 0.942 80 0.001

During COVID: Personal Factors 0.873 80 0.000

During COVID: Economic Factors 0.753 80 0.000

A. Lilliefors Significance Correction

This table presents the normality test of the different variables.

Based from the results, none of them are normally distributed hence

the nonparametric tests will be used in determining the difference

between pre-COVID and during COVID. The nonparametric test

equivalent for the paired T-Test is Wilcoxon test.

 43

Difference of buying behavior before and during COVID

Mean SD Z Sig

Pre-COVID: Psychological factors 3.31 0.36

Pair 1 -0.27 0.78
During COVID: Psychological Factors 3.29 0.45
Pre-COVID: Social Factors 3.04 0.47
Pair 2 -0.74 0.46
During COVID: Social Factors 3.08 0.58
Pre-COVID: Cultural Factors 3.09 0.56
Pair 3 -1.49 0.14
During COVID: Cultural Factors 3.16 0.62
Pre-COVID: Personal Factors 3.54 0.43
Pair 4 -1.09 0.28
During COVID: Personal Factors 3.47 0.52
Pre-COVID: Economic Factors 3.63 0.43
Pair 5 -0.73 0.46
During COVID: Economic Factors 3.60 0.48

This table presents the difference in the buying behavior of the

respondents before and during COVID. Based from the results, there
are small differences in their behavior however, this difference is not
statistically significant, p>0.05. This result implies that the buying
behavior or the respondents in terms of psychological (Z=-0.27),
social (Z=-0.74), cultural (Z=-1.49), personal (Z=-1.09), and
economic (Z=- 0.73) factors are statistically equal as evidenced from
the results, p>0.05.