APPLICATION OF THE THEORY OF PLANNED BEHAVIOR ON SLOW-MOVING APPLIANCE SALES IN INITAO, MISAMIS ORIENTAL

This descriptive-correlational study applies the Theory of Planned Behavior to examine the factors influencing impulsive buying behavior in the context of slow-moving appliance sales in Initao, Misamis Oriental. Specifically, the study explores the roles of attitude, subjective norms, and perceived behavioral control in shaping consumer purchasing decisions. Three hundred (300) respondents from Poblacion Initao, Misamis Oriental participated in the study. This study concludes that Attitude, Subjective Norms, and Perceived Behavioral Control significantly influence impulsive buying behavior for slow-moving appliances, with Perceived Behavioral Control having the strongest impact. Consumers are more likely to make impulsive purchases when they perceive a product as necessary, experience social pressures, or feel financially capable of buying spontaneously. The findings also indicate that slow-moving appliances, particularly mini-cloth irons, steamers, amplifiers, Bluetooth devices, and blenders, are frequently bought on impulse, especially when influenced by promotions and perceived utility. Moreover, the strong correlation between perceived control and impulsive buying highlights the role of financial freedom and accessibility in shaping consumer behavior. These results confirm that impulsive buying behavior is not limited to fast-moving consumer goods but is also influenced by personal attitudes, social norms, and purchasing power. This study recommends that consumers cultivate financial discipline by establishing a spending plan to mitigate unnecessary purchases. A deeper understanding of the psychological and environmental factors influencing their purchasing behavior may empower consumers to exercise greater control over their financial decisions, leading to more informed and mindful spending. Similarly, entrepreneurs may leverage impulsive buying behavior through strategic yet ethical marketing approaches that encourage spontaneous purchases while upholding consumer trust and satisfaction. Furthermore, the academe may pursue further research into how both consumers and entrepreneurs can derive meaningful insights and benefits from the study of impulsive buying behavior. Future inquiries may also explore additional psychological and environmental determinants shaping impulsive purchases, thereby contributing to a more profound understanding of consumer behavior in an evolving marketplace.