Factors Affecting Customers' Purchasing Decisions: The Role of Demographic Characteristics

Abstract This study investigated the influence of demographic characteristics on customers’ purchasing decisions, emphasizing the marketing mix dimensions of product, price, packaging, location, and promotion. A quantitative descriptive–correlational design was employed using survey data collected from 117 customers in Palompon, Leyte, Philippines. Descriptive statistics determined the level of influence of each marketing mix factor, while Spearman’s rho correlation analysis examined the relationships between demographic variables and purchasing decision dimensions. Results revealed that product (M = 3.85, SD = 0.97), price (M = 3.78, SD = 1.03), packaging (M = 3.73, SD = 1.09), and promotion (M = 3.61, SD = 1.03) had high influence on purchasing decisions, whereas location (M = 3.28, SD = 1.05) showed moderate influence. Income level was significantly associated with price evaluation (ρ = .32, p < .01), indicating higher price sensitivity among lower-income consumers. Educational attainment showed a modest but significant relationship with product evaluation (ρ = .21, p < .05). Other demographic factors, including age, gender, and occupation, were not significantly related to purchasing decision dimensions. Research implications: Marketing mix variables exert stronger influence on purchasing behavior than demographic differences, although income is a significant determinant of price sensitivity.Practical implications: Businesses targeting modest-income consumers should prioritize product quality, competitive pricing, and strategic promotional efforts to enhance market competitiveness.Originality/value: This study provides localized empirical evidence on consumer decision-making in a provincial Philippine context, offering insights for emerging market retail strategies.