A study on the pattern of relative influence in family buying decisions in Ibaan, Batangas

Date of Publication

2005

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Ma. Luisa C. Delayco

Defense Panel Chair

Jaime S. Ong

Defense Panel Member

Leonardo R. Garcia
Mary Julie B. Tañada

Abstract/Summary

Understanding family buying decisions plays a vital role in the success of every business. The exploration of consumer patterns brings the considerable benefit of understanding market value in depth. It also provides a greater insight on how family members do their buying decisions. Family buying decisions involve understanding of what family members buy and who decides in buying a certain product. The study focuses on the pattern of relative influence in family buying decisions in Ibaan, Batangas. Specifically, it deals with the following objectives: (1) to determine the profile of the respondents; (2) to determine the pattern of relative influence of decision makers in terms of necessities, luxuries and leisure. The study employs quantitative design and the research procedure is descriptive method analysis. The total size of the respondents is 385 which is computed using Slovins formula. The top five (5) most populated barangays are chosen and stratified random sampling is used to obtain the sample size of each barangay. Respondents are all legally married couples with 13 to 16 years old children coming from top five (5) most populated barangays in Ibaan. The instrument used is the questionnaire. The first part elicits the family profile while the second part measures the family buying decisions in terms of product categories such as necessities, luxuries and leisure. The data gathered are interpreted and analyzed statistically using relative frequency, Chi-square, correlations coefficient of contingency and Cramers V. The study concludes that in terms of autonomous decisions, teenagers are not more likely to decide autonomously in buying their own home snacks and cellular phone than other decision makers in the family. Likewise, husbands are not more likely to decide autonomously in buying family automobile than other decision makers. In terms of joint decisions however, husband, wife and teenager are more likely to decide jointly in buying personal computer for the teenager and choosing restaurant for the family than other decision makers. On the other hand, they are not more likely to decide jointly in choosing college education for the teenager, movie for the family and mall for the family than other decision makers. Lastly, wife and teenager are not more likely to decide jointly in buying teen clothing than other decision makers in the family. Since the great majority of hypotheses are disconfirmed, it can be inferred that in Ibaan, there is no relationship established between the type of purchase and the pattern of relative influence. Thus, there is no pattern used at all.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004028

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Lease or buy decisions; Purchasing; Finance; Social influence

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