Impact of the COVID 19 Pandemic on the Purchasing Behavior of DLSU IS SHS Manila ABM Students
Document Types
Business Presentation
Research Advisor (Last Name, First Name, Middle Initial)
Marinela B. Cabusao
Abstract/Executive Summary
As the world came to a halt due to a global crisis, several economic and social implications have significantly impacted everyone’s lifestyle during the COVID-19 pandemic for more than a year. With the new normal constraining many areas of society in shifting to more virtual interactions, it is evident that consumer behavior is dynamic and ever-changing. Thus, the researchers conducted a study that primarily aims to determine the effects of consumers’ price sensitivity for products and perceived risk of the pandemic on the purchasing behavior of the DLSU-IS SHS Manila ABM students during the pandemic. A quantitative research design was implemented to quantify attitudes surrounding apparel expenditures. Through this method, 140 ABM students from DLSU-IS SHS Manila were surveyed through an online questionnaire. From there on, the researchers examined the impacts of perceived risk and price sensitivity on students’ purchasing behavior using regression analysis, t-tests, and hypothesis testing. The results have indicated that these students agree that their purchasing behavior during the COVID-19 pandemic has changed. Moreover, the perceived risk of the COVID-19 pandemic has a very weak linear relationship with purchasing behavior. On the other hand, price sensitivity due to the COVID-19 pandemic has a weak linear relationship with purchasing behavior. Findings from the study reveal that consumers from Generation Z still consider purchasing clothing apparel essential despite the emergence of global catastrophes.
Keywords
COVID 19 pandemic; purchasing behavior; perceived risk; price sensitivity; apparel
Research Theme (for Paper Presentation and Poster Presentation submissions only)
Business Research
Impact of the COVID 19 Pandemic on the Purchasing Behavior of DLSU IS SHS Manila ABM Students
As the world came to a halt due to a global crisis, several economic and social implications have significantly impacted everyone’s lifestyle during the COVID-19 pandemic for more than a year. With the new normal constraining many areas of society in shifting to more virtual interactions, it is evident that consumer behavior is dynamic and ever-changing. Thus, the researchers conducted a study that primarily aims to determine the effects of consumers’ price sensitivity for products and perceived risk of the pandemic on the purchasing behavior of the DLSU-IS SHS Manila ABM students during the pandemic. A quantitative research design was implemented to quantify attitudes surrounding apparel expenditures. Through this method, 140 ABM students from DLSU-IS SHS Manila were surveyed through an online questionnaire. From there on, the researchers examined the impacts of perceived risk and price sensitivity on students’ purchasing behavior using regression analysis, t-tests, and hypothesis testing. The results have indicated that these students agree that their purchasing behavior during the COVID-19 pandemic has changed. Moreover, the perceived risk of the COVID-19 pandemic has a very weak linear relationship with purchasing behavior. On the other hand, price sensitivity due to the COVID-19 pandemic has a weak linear relationship with purchasing behavior. Findings from the study reveal that consumers from Generation Z still consider purchasing clothing apparel essential despite the emergence of global catastrophes.
