PRODUCT PREFERENCE AND CONSUMER SHOPPING HABITS OF

SENIOR HIGH SCHOOL LEARNERS

A Research Paper
Presented to the Faculty
of the Senior High School Department
Los Amigos National High School
Km 22, Los Amigos, Davao City

In Partial Fulfillment
of the Requirements in
Inquiries, Investigation and Immersion
Grade 12- Reliability (ABM)

by

Antonio E. Evangelista II, Romaerst Rollon, Hannah E. Galleros, Shiela Mae Bagoto,
Recca Mae L. Pelipog, Chivas Jhon B. Domingo, Maricel M. Escabarte,
Elizalde C. Dimpo Jr, Princess Anne G. Piañar, Leander Lee D. Alejaga
Nathaniel R. Dumale, Irene Joy I. Fernandez, Jun Vicent Louis C.
Quindao, Shane Kian L. Enaya, Ivy Grace F. Balindan
Lemuel R. Dumale

June 2023
 ABSTRACT

This research paper analyzed the significance that exist between the Product
Preference and Consumer shopping habits of Senior High School learners with their
demographic profile. The focus of this study is to determine the Product preference and
Consumer shopping habits. The purpose of this study is to identify the level of
significance between the product preference and consumer shopping habits of senior
high school learners in consideration with their demographic profile. This study is
limited to the selected senior high school learners who are currently enrolled this school
year 2022-2023 only. To answer this question, we conducted a face-to-face interview
and investigate the significance between the product preference and consumer shopping
habits of senior high school learners. Using Pearson’s Correlation coefficient or
Pearson’s r, it was tested at 0.05 level of significance which resulted in 0.57
significance level. Results revealed that that there was no significance between the
product preference and the consumer shopping habits of senior high school learners in
consideration with their demographic profile. Thus, their way of shopping does not
affect their product preference.. Hannah jaiyah toniooo hahahahhahahahahahahha
hajhje

Keywords: Marketing, product preference, consumer shopping habits, quantitative

correlational, Davao City.
 TABLE OF CONTENTS

Page

Title page i

Approval Sheet ii

Abstract iii

Table of Contents iv

Acknowledgement v

Chapter 1. INTRODUCTION

Background of the study 1

Review of Related Literature/Studies 3

Theoretical Framework 5

Conceptual Framework 6

Statement of the Problem 7

Null Hypothesis 8

Definition of Terms 8

Significance of the Study 9

Chapter 2. METHODOLOGY

Research Design 10

Research Setting 10

Respondents of the Study 10

Research Instruments 10

Research Measures 12

Sampling Technique 13

Procedure 13
 Ethical Consideration 14

Scope and Limitations of the study 14

Data Analysis 14

Chapter 3. RESULTS AND DISCCUSSIONS

Results and Discussions 16

Chapter 4. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS.

Summary, conclusions, and recommendations 22

Conclusion 23

Recommendation 23-27

APPENDICES

A. Letters of formation

B. Questionnaire

C. Validation Forms

D. Ethics Approval

E. Data Sheets

F. Computations

G. Documentations
 ACKNOWLEDGEMENT

First and foremost, praises and thanks to God, the almighty, for His showers of

blessings throughout our research and its successful completion.

The researcher would also like to express our deep and sincere gratitude to our

research adviser, Mrs. Melodie Claire W. Juico for providing us with invaluable

supervision, support, and tutelage during the course of our research study. It was a great

privilege and honor to work and study under her guidance.

The researchers' gratitude also extends to thank the panelists, Ms. Sheryl

Gerodias, Mrs. Juvy P. Digamo, Mrs. Mariefe C. Remoticado, and Mr. Louie

Mark Johnpol Cabug-os. Their empathy,patience and knowledge imparted unto us

will always be with us wherever we may be.

To our school principals Mr. Raul Cabilugan, Mr. Romulo N. Peralta, for

allowing us the opportunity to conduct our research among the grade 11 and 12

students.

To the Senior high school advisers who have given their consent for the full

participation of the selected Senior High school respondents Mrs. Juvy P. Digamo,

Ms. Sheryl Gerodias, Mrs. Mariefe C. Remoticado, and Mrs. Jona P. Bacaro.

Thank you for your assistance and support to our research endeavor

To Mrs. Juvy Digamo, Mrs. Elizarei Cabug-os, and Mrs. Rio Joy Magabulo,

who served as our validators for sharing their knowledge and technical expertise.
 And to Ms. Sheryl Gerodias, who served as our statistician for this study.

Without their help, our research paper would not be possible.

Our thanks and appreciations also go to our respondents who willingly helped

with their full cooperation which made the research study achieve its smooth

completion.

Last but not the least, to our dearest parents for their deep consideration for the

finances and undying support throughout the making of the research study.

The Researchers
 Chapter 1

INTRODUCTION

Background of the Study

People behave in various ways. They have distinct personalities, characteristics,

values, preferences, and attitudes that distinguish them from other people. Their degree

of dissimilarity paved the way for businesses to investigate their purchasing and

consumption habits. How they buy and decide what to buy has influenced companies in

determining what type of products they should offer to satisfy consumers' needs and

wants, resulting in higher profits for businesses. With the increasing level of

competition across industries, understanding the purchasing behaviors of one's

prospects and current customers is seen as a competitive advantage in dealing with the

changing socio-demographic profile of consumers over time.

According to Zhang (2020), Consumers have access to the most cutting-edge

platforms and innovative possibilities for buying and selling through online

marketplaces with the help of the innovation and improvement of the e-commerce and

e-platforms in China.

In the survey conducted by Insight (2022) in the Philippines, out of 4,539

respondents 69 percent of them stated that they stopped shopping online because they

tend to prefer actual shopping in thought that they could inspect the products they wish

to buy before buying it.

 In Davao City, online shopping seems to be popular among local residents and

they tend to desire online shopping because it is more convenient for them. However

there’s still some uncertainty when it comes to the legitimacy and security of online

shopping products (CourseHero, 2019).

Online shopping has become one of the most popular internet applications, with

many people using it to buy goods and services. This is a straightforward solution for

today's active individuals (Bucko et al., 2018), particularly during COVID-19. Even

before the pandemic, consumers expressed their acceptance of the digital shopping

environment in which they are more empowered and influential than ever before.

According to Cunningham (2019), online shopping is an e-commerce activity that

involves purchasing items on a seller's website with a credit, debit card, or cash on

delivery and having the item delivered to your home. With online shopping, customers

can purchase items from anywhere in the world via a digital platform. The internet has

become an important medium of communication and online shopping; people can

search for products and information on the internet all day, where a wide range of

products are available (Shahzad, 2015).

Research Gap

This study sought to supplement the information regarding the level of significant

relationship between the Product Preferences and Consumer Shopping Habits. As well

as the influence of their demographic profile towards their product preference and their

shopping habits.
 Review of Related Literature

This page contains the review of related literature about the research problem. This

was utilized to provide background information about related literature as well as

support the findings of this study.

Traditional Shopping

According to Mawis (2019), the crowds present several challenges when shopping

in a store or mall, especially during holidays and weekends when they can be a real

pain. We may feel harried and rushed when navigating the swarm of consumers. In

addition to this, there are occasions when we opt to shop in a physical location and end

up buying something we had not intended to in the first place because the shopkeeper

repeatedly pressures us to buy their goods using their persuasive techniques (Dacumos

et. al., 2020)

Online Shopping

Daily taste, preference, and selections fluctuate in relation to various elements like

the introduction of the internet. Due to the simplicity and diversity of the products

offered by the e-commerce business operators, online shopping has become a distant

trend in consumer purchasing behaviors (Dacumos et.al., 2020)

In contrast to traditional shopping, customers were not required to make any

physical effort to find the products they wanted to purchase (Prepose, 2019).
Product Preference

According to Spacey(2019), a fundamental marketing strategy that benefits

branding, product development, distribution, and the consumer experience is appealing

to consumer preference.

In line with this, Williams (2022) stated that in economics, consumer preferences

are a key determinant. They can be described as the decisions customers make when

presented with a particular range of products and services. Some examples of consumer

preference include brand loyalty, price sensitivity, quality of a product, and purchasing

power. She also added about three types of consumer assumptions on their preferences,

the completeness of the information of a product as basis for their decision to buy,

second is transitivity and its principle is, if A occurs, B will inevitably follow, lastly is

Non-satiation and according toits concept, just because someone has a certain amount

of something doesn't imply they won't crave more possibilities.

Factors affecting Consumer habits

Lately, anxiety was driven by COVID-19 and promoted the generalization of

"Panic buying" behavior (Chua, Yuen, Wang, & Wong, 2021). Yuen, Wang, Ma, & Li

(2020) indicate that the consumer's desire to acquire control is primarily responsible for

purchasing the product. Panic buying has re-emerged as a 'new' normal habits and has

become a coping mechanism for confronting real and perceived dangers associated with

COVID-19 (Billore & Anisimova, 2021).

 Although some customers are unaffected by the packaging or labeling of products,

most consumers buy based on demand or necessity which has a lot to do with both

selling and buying of products ( Zhao, Yao, Liu, & Yang, 2021).

Theoretical Framework

The Consumer Theory by Daniel Liberato is the study of how people make

financial decisions based on their personal preferences and financial limitations.

Consumer theory, a subfield of microeconomics, explains how people make decisions

based on their disposable income and the costs of goods and services. Understanding

consumer behavior helps businesses predict which of their products will sell better and

helps economists better understand the invisible hand, the unseen forces that shape the

economy (Liberato, 2022).

Another theory, this study can be based on is the Decision Making Theory was

examined and modified by Nicholas Bernoulli and Oscar Morgenstern. In order to make

a purchase decision, consumers must first determine their needs, obtain information,

weigh their opinions, and then decide what to buy. Economic and psychological

elements including social and cultural values may influence consumer behavior. The

theory was founded on the cognitive process of anticipating choice results (Miflores,

Murcia, Sirbreno, Tumpag, Velasquez, 2019).

These theories can be related to this study because it influences the actions of an

individual by their product preference and their shopping habits which is affected by

their demographic profile.

Conceptual Framework

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Product Preference Consumer Shopping
* Food * Habits

* Apparel * In-Store

* Fashion * Online Purchase

Demographic Profile
* Sex
* Age
* Grade level

MODERATING VARIABLE

Figure 1. The Conceptual Framework of the Study

This study aimed to investigate how to improve online shopping effectiveness

and the differences in behavior between the genders during the special time. Through a

mixed design, this study revealed the effect of online shopping, gender, and personality

traits on online shopping outcomes in the post pandemic era.

Statement of the Problem

This study aimed to investigate the relationship between Product Preference and

Consumer Shopping Habits of Senior High school learners in Los Amigos National

High School. This study endeavored to answer the following questions:

1. What is the demographic profile of the respondents according to :

1.1. Sex

1.2 Age

1.3 Grade Level

2. What is the level of product preference of Senior High School learners

according to:

2.1. Food

2.2. Apparel

2.3. Fashion

2.4. Electronics

3. What is the level of consumer shopping habits according to:

3.1. In store

3.2. Online Purchase

4. Is there a significant relationship between product preferences and consumer

shopping habits of Senior High School learners?

5. Is there a significant difference of the product preferences and the demographic

profile profile of the respondents according to:

5.1. Sex

5.2. Age

5.3. Grade level

6. Is there a significant difference of the consumer shopping habits and

demographic profile of Senior High School learners according to:

6.1. Sex

6.2. Age

6.3. Grade level

7. Is there a significant difference between product preference and consumer

shopping habits as to the demographic profile according to:

7.1. Sex

7.2. Age
 7.3. Grade level

Null Hypothesis

The following hypothesis was be tested at 0.05 level of significance:

Ho1: There is no significant relationship among the Grade 11 and Grade 12 students of

Los Amigos National High School on their Product Preferences and Consumer

Shopping Habits

Ho2: There is no significant relationship between product preference and consumer

shopping habits of senior high school learners.

Ho3: There is no significant relationship between the product preferences and

demographic profile of the respondents.

Ho4: There is no significant relationship between the consumer shopping habits and

demographic profile of senior high school learners.

Ho5: There is no significant relationship between the product preference and consumer

shopping habits as to the demograaphic profile.

Definition of Terms

The following terms below were defined operationally as to how it was applied in

this study.
Products. This term refers to a produced or polished commodity or substance that is

intended for sale.

Preference. This term refers to an increased preference for one solution over another or

others.

Consumer. This term refers to a shopper who makes purchases for their own use.

Shopping habits. This refers to the tendencies consumers have when making purchases

of goods and services are known as buying habits.

Significance of the Study

The results of the study will greatly benefit the following:

Students. This study can serve as a guidance for the students who are going to conduct

similar studies.

Teachers. This study can be beneficial to the teachers because it can give guidance for

them to get a deeper knowledge about the research topic.

Future Researchers. This research can serve as their source of information or their

guidance.

Parents. Parents can also benefit from this research by gaining knowledge and

information about the gender differences and their level in online shopping.
 Chapter 2

METHODOLOGY

Research Design

The present study utilized a quantitative correlational type of research. Which

determines the Product preference and the consumer shopping habits among the Senior

High School Learners of a selected National High School. In Davao City According to

Bhandari (2021), correlational research design analyzes the relationship between two

variables without manipulating any of the variables. We choose this type of research design

because we desire to know if there’s a significant relationship between Product preference

and the consumer shopping habits and how it affects their demographic profile.

Research Setting

Philippine map Davao City

 Figure 2. Map of the Philippines (Google Map, 2022)

The map above shows the location where the research was conducted. This

study will be conducted at cluster 7, which is located at Purok 6 Brgy. Los Amigos,

Tugbok District, Davao City.

Respondents of the Study

From the total population of five hundred eighty (580) students from the Senior

High School of Los Amigos National High School, subtract the 16 researchers that be

conducting this study. The researchers was randomly selected two hundred twenty-

seven (227). Students as the respondents of this study using the results of online

computation on sample size using an online calculator survey monkey sample

calculator at 0.05 level of significance. Be currently enrolled during the first semester of

school year 2022-2023 at Los Amigos National High School Students.

Research Instruments
 The researchers conducted a face-to-face interview in Los Amigos National

High School. The researchers selected the said type of interview because it is the most

accessible type to execute. The researchers using a researcher-made questionnaire to be

validated by three (3) professionals.

Research Measures

The measures that will be used in this study is a 5-1 Likert scale (5=Always,

4=Almost Always, 3=Often, 2=Seldom, 1=Never). This data analysis tool will be used

to evaluate factual data. The Likert scale is often used in questionnaires, especially in

quantitative research. According to Shahzad (2015), Likert scale seems to be appealing

to respondents as it is more convenient and easier to understand.

Scale Description Interpretation

5 Highest Indicates that the Shopping habit/s are always

experienced

4 High Indicates that the Shopping habit/s are usually

experienced

3 Average Indicates that the Shopping habit/s are frequently

experienced

2 Low Indicates that the Shopping habit/s are sometimes

experienced

1 Lowest Indicates that the Shopping habit/s have not been

experienced

Sampling Techniques

This study utilize a basic random sampling. The researchers collect the names of

the students and use an online software “wheel of names” to choose the respondents
that be participating in this study since each person in the population has an exact equal

probability of getting chosen using this sampling technique. To draw conclusions about

a population using statistics, simple random sampling is applied. Because

randomization is the greatest way to lessen the impact of any confounding variables, it

helps to assure good internal validity.

Procedure

The following procedures be employed in this study:

1. Constructed a Letter of Approval for the Principal

2. Consultation to the adviser for the Letter of Approval

3. A Letter of approval was sent to the principal for permission to conduct the study.

Construct consent form for the respondents.

4. Seek author’s approval to use the survey questionnaire in conducting this study.

5. Distributed the survey questionnaire to the respondents.

6. Retrieved the results of the survey.

7. Tallied and computed the data gathered.

8. Analyzed the results and propose recommendations.

Scope and Limitations of the Study

The focus of this study was to determine the Product preference and Consumer

shopping habits of Senior High School learners. The purpose of this study is to identify

the possible gender factors that cause an impact on the product preferences and the

shopping habits of Senior High School learners. This study is limited to the Los Amigos

National High School Senior High School who are currently enrolled this school year
2022-2023 only. The duration of this study will be from August 29, 2022 to late

January 2023.

Data Analysis

For this study, the researchers used Pearson’s Correlation Coefficient, P-test,

Regression, and Mean to analyze the data. According to Turney (2022), the Pearson’s

Correlation Coefficient or Pearson’s r is the most popular method for determining the

connection between two variables, the intensity and direction of the link between two

variables is expressed as a number between -1 and 1. Hence, it would be a good usage

to this study as it aims to know the relationship between the Product Preference and

Consumer Shopping habits of Senior High school students of Los Amigos National

High School. P-test will also be used in this study because it aims to know if there’s a

significant difference between the two variables, which is the Product preference and

the consumer shopping habits. To support this, Stromme(2015) stated that P-test or P-

value is used to measure the probability that the Null Hypothesis is correct. Regression

was also utilized in this study. Finding the variables that have an effect on an interest

issue can be done with accuracy using regression analysis. You may confidently

establish which elements are most important, which ones can be ignored, and how these

factors interact by completing a regression (Alchemer, 2021). Lastly, mean be used in

this study to assess the level of Product Preference and Consumer Shopping habits of

Senior High School students. Mean is a parameter that assesses where a variable’s

distribution is centered (Fan, 2010).

Ethical Considerations
 The ethical considerations were followed in this study and an ethics approval was

sought before the conduct of the study. The participants for this study as well as their

responses were kept confidential. The participants were given informed consent and the

rights to pull off their participation at any time they feel uncomfortable or sensitive with

the topic. They have been informed about how the researchers would use their

responses and have shared the results of the study with them. Furthermore, the

respondents were given an informed consent. The respondents were fully informed of

the important steps to complete the study. They have been informed about what the

study is all about and how their actions can give benefits to the future researchers. The

respondents have the rights to pull off their participation at any time they feel

uncomfortable or are sensitive to the topic. They were also informed about how the

researchers would use the data from their responses, and their identities shall be

protected as well. All information gathered are accessed only by the researchers.

Additionally, the respondents were told that they are free to participate and

withdraw their answers during the survey if they feel uncomfortable during or after

answering the survey. The respondents were also assured about the confidentiality of

their personal information as well as their answers to the survey questionnaires given by

the researchers. Only the research team have Ethical Considerations.

 Chapter 3
RESULTS AND DICSUSSION

This chapter contains a detailed presentation and discussion of the data gathered
with analysis to the results of the study entitled Product Preferences and Consumer
Shopping Habits of School Senior High School learners.

SOP 1: What is the demographic profile of the respondents according to :

1.1. Sex
1.2 Age
1.3 Grade Level

Table 1. Demographic profile of the respondents

GRADE 11 GRADE 12
 GENDER AGE f % AGE f %

16 10 8.13 16 0 0

FEMALE 17 32 26.02 17 12 11.54

18 15 12.20 18 22 21.15

19 6 4.88 19 10 9.62
Total per Year Level (Female) 63 51.23 44 42.31

Total (Female) 107

16 11 8.94 16 2 1.92

17 28 22.76 17 15 14.42

MALE 18 16 13.01 18 22 21.15

19 4 3.25 19 12 11.54

20 1 0.81 20 9 8.65
Total per Year Level (Male) 60 48.77 60 57.69

Total (Male) 120

Total respondents per year level 123 104

Table 1 shows the demographic profile of the respondents with 123 grade 11 and
104 grade 12 learners with a total of 207 respondents who took part of the study. It
appears that the majority of the Grade 11 respondents are Females with an average of
51.23% (63) of the population, 26.02% (32) of them are 17 years old. Meanwhile,
Grade 12 learners are mostly composed of Male students with a total of 57.69% (60)
with 21.15% (22) of them as 18 years old.

SOP 2: What is the level of product preference of Senior High School learners
according to:
2.1. Food
2.2. Apparel
2.3. Fashion
2.4. Electronics

Table 2: Product Preferences of the respondents

Categories Frequency Description

Electronics (Gadgets) 183 (80.62%) Highest

Fashion (Clothing) 150 (66.08%) High

Food (Dessert) 129 (56.83%) Low

Apparel (Casual attire) 89 (39.21%) Lowest

Table 2 shows the highest rated product of the respondents in each category with

Gadgets under Electronics being the highest rated product, proceeding is the Clothing
under Fashion category, next is the Dessert under Food category, and lastly is Casual

Attire in the Apparel category being the lowest.

Nowadays, most people are influenced by technology. Due to that, majority of

the respondents tend to buy gadgets more often when it comes to electronics having

80.62% (183) of the respondents with it being the most highest rated category.

According to Ward (2022), their study found that tech lovers often buy the latest gadget

because they want to learn about new technologies. For these purchasers, new gadgets

can help foster personal growth and even make them feel more competent.

Clothing under Fashion category is 2nd most highest rated having 66.08% (150)

of the respondents. According to Journal of Fashion Marketing and Management: An

International Journal 22 (2018) “well-designed casual attires” and “discount offers” are

top-ranking attributes as perceived by both male and female consumers. However, there

are differences in the preferences. Women prioritized irritation-free, durable and soft

fabric, whereas men preferred attributes such as suitability of color and functionality.

Meanwhile, Dessert is the 3rd most rated having 56.83% (129). Nostalgic flavors

and products bring a sense of comfort, in a time when consumers seem more affected

by stress. The bottom line is that consumers want guaranteed enjoyment in a dessert

purchase and they’re less likely to try an unfamiliar flavor (Hangartner, 2021).

Lastly, Casual Attire in the Apparel category having 39.21% (89) of the

respondents being the lowest rated category. According to Closet Coach (2022), casual

wear is a great way to show off your individual flair and feel at ease at the same time.
Although there are many various styles of casual clothing, it's crucial to pick items that

go with your personality and way of life.

SOP 3: What is the level of consumer shopping habits according to:

3.1. In store
3.2. Online Purchase

Table 3. Mean of the Consumer Shopping Habits

Mean Description Interpretation

3.04 The respondents frequently choose online

Online Average shopping.

3.04 The respondents frequently choose In-store

In-store Average shopping.

Table 3 shows the shopping behavior of the respondents both In-store and Online.

In the table, respondents of both year levels having a mean of 3 in both In-store and

Online shows that they shopped frequently on both types. According to Imprint Plus

(2017), customers who make in-store purchases cited the necessity of seeing, touching,

and handling products as part of the purchasing process as well as in-person

transactions and no shipping delays, while online shoppers preferred large selection of

goods available, free shipping and returns, pricing comparisons, and online customer

reviews as its favorable aspects.

SOP 4: Is there a significant relationship between product preferences and consumer

shopping habits of Senior High School learners?

Table 4: Correlation of Product Preference and Consumer Shopping habits

Consumer Shopping habits

 r p-value Decision Interpretation
on H o
Product
.182 0.571 Accept No Significance
Preference

Table 4 shows the significance level between Product Preference and Consumer

shopping habits of Senior High School learners. Using Pearson’s Correlation

Coefficient or Pearson’s R, it was tested at 0.05 level of significance which resulted in

0.57 significance level. Thus, the Null hypothesis was accepted. There is no significant

relationship between the Product preference and Consumer shopping habits of Senior

High school learners. According to Tao, et al. (2022), customers favor buying goods

from businesses that have a solid reputation or a strong sense of social responsibility. In

addition, although consumers can choose some of the products they purchase, they are

not always able to get exactly what they desire (Williams, 2022).

SOP 5: Is there a significant difference of the product preferences and the demographic
profile profile of the respondents according to:
5.1. Sex
5.2. Age
5.3. Grade level

Table 5: Test of Significant difference of Product preference to the demographic

Profile

Product Preference
Unstandardized Standardized Coefficients
Coefficients
 Demographic B Std. Error Beta T Sig. Decision on Interpretation
Ho
Profile

Constant 25.826 41.101 .628 .540

Gender 1.396 3.089 .120 .452 .658 No Significance

Accept
Age -.721 1.167 -.164 -.617 .547 No Significance
Accept
Grade Level -.639 3.014 -.055 -.212 .835 No Significance
Accept

Table 5 shows the level of significant difference of the Product Preference of the

respondents as to their demographic profile. The researchers used regression on

determining their significant difference, tested at 0.05 level of significance which

resulted at 0.66 level of significance on their Gender, their Age at 0.55, and their year

level with 0.84. The Null hypothesis is accepted, thus there is no significant difference

between the Product preference to the demographic profile of the respondents.

According to Hadjira (2020), their study discovered that gender had the least influence

on consumers' shopping preferences. For quite diverse kinds of items, both men and

women enjoy seeking the opinion of subject matter experts (SME). When buying

electronics, automotive, or home renovation products, men are more likely to read

SMEs' reviews. When buying products in the financial, food, and beverage, and beauty

industries, women behave similarly.

SOP 6: Is there a significant difference of the consumer shopping habits and

demographic profile of Senior High School learners according to:
6.1. Sex
6.2. Age
6.3. Grade level
Table 6: Test of significant difference between Consumer shopping habits to the
demographic profile

Consumer Shopping habits

Unstandardized Standardized Coefficients
Coefficients

Demographic B Std. Error Beta T Sig. Decision on Interpretation

Ho
Profile

Constant -1.086 .280 -3.884 .005

Gende 3.410 .016 .998 212.061 .000 Significant

r Reject
-.014 .009 -.008 -1.581 .153 No Significance
Age Accept
.010 .016 .003 .592 .570 No Significance
Grade Level Accept

Table 6 displays the level of significant difference on Consumer shopping habits as

to the demographic profile of the respondents. Regression was once again used to

calculate its significant level. Thus, resulting in a 0.00 level of significance in their

Gender which means that there’s a significant difference on the shopping habits of a

consumer based on their gender. The Null hypothesis will be rejected in this manner.

Their Age and Year Level results in 0.15 and 0.57 respectively, shows that there’s no

difference in their shopping habits when it comes to their Age and Grade level. The

Null hypothesis is accepted thereby this study revealed that there is no significant

difference between the consumer shopping habits as to the demographic profile of the

respondents. According to Niosi (2021), age, sex, income, education, marital status, and

mobility are just a few examples of the factors that can significantly affect consumer

behavior. Different income groups also have a tendency to purchase goods of varying

types and standards. As a result, different socioeconomic groups frequently shop in very

diverse ways.
SOP 7: Is there a significant difference between product preference and consumer
shopping habits as to the demographic profile according to:
7.1. Sex
7.2. Age
7.3. Grade level

Table 7: Test of Significant difference between Product Preference and Consumer

Shopping Habits with their demographic profile

Product Preference and Consumer Shopping habits

Unstandardize Standardized Coefficients
d Coefficients

Demographic B Std. Error Beta T Sig. Decision Interpretation

on Ho
Profile

Constant 11.344 22.630 .501 .624

Gender 1.497 1.701 .226 .880 .394 No Significance

Accept
Age -.515 .643 -.205 -.801 .437 No Significance
Accept
Grade Level .131 1.660 .020 .079 .938 No Significance
Accept

Table 7 shows the test of significant difference between the Product Preference

and Consumer shopping habits considering their demographic profile. Regression was

once again used to test its significance, which resulted in 0.394, 0.437, and 0.938 in

their Gender, Age, and Grade level respectively. The Null hypothesis was accepted

which means that there is no significant difference between the Product preference and

consumer shopping habits considering their demographic profile. According to Hadjira

(2020), their study discovered that gender had the least influence on consumers'

shopping preferences. For quite diverse kinds of items, both men and women enjoy

seeking the opinion of subject matter experts (SME). When buying electronics,

automotive, or home renovation products, men are more likely to read SMEs' reviews.
When buying products in the financial, food, and beverage, and beauty industries,

women behave similarly. Meanwhile, the primary factor influencing where, how, and

why customers purchase is their age. The vastly increased usage of technology by

younger generations can account for the majority of these discrepancies. Younger

customers, for instance, tended to be more trusting of various sorts of brand supporters

and were more likely to choose social media for interacting with and making purchases

from businesses. But regardless of generation, Consumers pay attention to a brand's

behavior and ethics, and it influences how they shop. Customers today hold firms more

accountable for their behavior than they did five years ago, according to shoppers who

rely their purchasing decisions on brand reputation.

Chapter 4

SUMMARY, CONCLUSION, AND RECOMMENDATIONS

This chapter composes the summary of the major findings in the study,

conclusions, and recommendations offered by the researcher for implementations

Summary

The study was conducted to determine the product preferences and consumer

shopping habits of senior high school learners in Davao City. The research design that

the research had used in this study is a Quantitative correlational research design,
employing an researcher-made questionnaire regarding the product preferences and

consumer shopping habits of the respondents, and an 580 overall students of senior high

school (11-12). Using the random sampling a Total of 227 respondents coming from

senior high school.

Conclusion

The data gathered has revealed that majority of the respondents tend to prefer

products in line with their interests and trends. For some reasons, they shop their

products regularly on both in-store and online. The researchers also found out that their

Product Preference has no significant relationship with their shopping habits. It was

also revealed that their demographic profile did not affect their product preference, the

same thing with their shopping habits except their gender as it highly influenced their

way of shopping.

Therefore, the researchers concluded that the product preference of the

respondents has not influenced their shopping habits in consideration with their

demographic profile, aside from their gender when it comes to their shopping habits

Recommendation

Businesses Owner

Since the researchers proved that the respondents tends to prefer products that are

in line with their interest or trend, businesses or shops may invent or create products

that are in line with the trends that people are catering.
 Consumers shop both on in-store and online shops. Therefore, exclusively in-store

shops may also start selling online because customers also buy products not only in-

store but also online.

Future Researchers

For future researchers, they can conduct further studies that has more diverse

respondents so researchers can open more broad questions and answers about consumer

habits and shopping behavior of customers.

Students

Our research can help the students expand their knowledge about product

preference and buying behavior of consumers. It provides opportunity to delve deeper

on our topic and gain interest and more understanding about it. Our research can help

those young learners to learn about strategies in terms of businesses especially those

students that planning to start a small business.The students can also use our research as

a reference for their future study

APPENDICES

Letter of Permission
Questionnaire
Validation Forms
Ethcis Approval

Data Sheets & Computation Sheet

Documentations

This photo was taken during the computation for the mean of the results.
 This photo was taken during the making of chapter 3.

The researchers tally the result of the survey.

This photo was taken during the face-to-face survey.

 The researchers gathered together to start Chapter 2.

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