Product Brand, Quality, and Value Considerations and Students' Purchasing Behavior: A Mixed Method

This study aimed to ascertain the level of consideration of the students-purchasers in terms of product brand, quality and value. This also measured the level of their purchasing behavior and the significant relationship between these variables. Also, this described the purchasing behavior of the learners. Mixed method was used in this study, specifically the Sequential Explanatory research design. There were one-hundred-twenty (120) respondents that was composed of sixty-two (62) randomly chosen grade eleven (11) students and fifty-eight (58) randomly chosen grade twelve (12) students for quantitative analysis. For the qualitative-interview, there were five (5) participants who were also respondents of the quantitative survey. All of the respondents were students of Malalag Cogon National High School, Malalag Cogon, Malungon, Sarangani Province. The sample sizes for the quantitative part were selected based on the result of the Slovin’s Formula that the researchers had solved. The questionnaires for this study undergone pilot testing and had a good result. The quantitative results revealed that there is a high level of consideration towards the product brand, quality, and value considerations and have a significant relationship with each other. Moreover, purchasing behavior also plays a significant role on the decision making of a student-purchaser when buying a product. The findings on the qualitative-interview revealed the following major themes, serving as the analysis: Money involvement, quality satisfaction and purchasing behavior. This study recommends that the students should pay attention to the brand, quality, and value of the product they purchase.