Documente Academic
Documente Profesional
Documente Cultură
Perception of Public and Private Senior High School Students on the Factors Influencing the
Aniag, Eloriejoy C.
Introduction
Clothing is one of people’s necessities in their daily lives. Nowadays, there are many ways
to shop. People can buy clothes from department stores, online shops, concept stores and many
more. Costumers want to purchase clothes that are a combination of affordable and high quality
products. There are many factors affecting the buying behavior of consumers; business owners
must ensure to meet the standards of the consumer for a business to be successful. “Understanding
the consumer buying process can make a difference between success and failure in consumer
The research and development in the clothing industry is a continuous process (Vij, nd).
Because of this, clothing stores are constantly evolving to cater to new developments. This
“Concept stores are about discovery and experience" (Trotter, 2016). The public is open for
trying something new, and te idea of concept stores fits these criteria that's why numerous have
emerged in the clothing industry. Concept stores are shops that sell a "carefully curated and unique
selection of products that connect to an overarching theme" (Trotter, 2016). It is a place where
new ideas are put together in a bid to enhance the shopper experience and sell more stuff. Most
concept stores have a certain target audience, the owners handpick the products on sale from
multiple brands and designers based on what might appeal to their customers. Concept stores not
only provide a unique shopping experience but also attracts customers to help them express
themselves freely.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS
Concept stores are now a trend because it is a combination of an online shop and a
department store. It is similar to online shops because there are many brands to choose from and
some of the online retailers have their products showcased on some concept stores. On the other
hand, it is similar to a department store for they sell high quality and branded clothes and is
convenient to buy from since it is not crowded unlike in some markets. A concept store has an
interior that is often aesthetically pleasing and likely to be quite distinct than others.
Even if concept stores are new, it is still essential for businesses to know their consumer's
buying behavior (Naranje, 2016), to ensure that they are capable of satisfying their needs and
wants.
Finally, consumer buying behavior is "the sum total of the attitudes, preferences, beliefs and
decisions regarding the consumers' behavior when purchasing a product or service in a market"
(Buying Behavior, nd). Consumers are the lifeblood of a business, without the consumers, a
business entity will not be able to survive. Everything that the business does is concerned with
consumers and satisfying its customers so it is important to know what makes them tick (Naranja,
2016).
Sanchez (2018) wrote that concept stores hold a position in the clothing and business
industry, specifically in Manila, wherein Retail Lab, The Park Fashion and Pop Culture are
gaining popularity as successful concept stores in the country that has a huge array of local brands
in an aesthetic setting.
According to Karbasivar and Yarahmadi (2011), customer’s mood is affected by the store’s
atmosphere and appearance. The researchers measured the customers’ mood at the beginning,
middle and in the end of shopping, in order to see the differences between two different stores.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS
Results showed that satisfaction was shown in the more pleasant store. Customers spent more
Diallo and others (2013) mentioned that store image perceptions, price-image, value
consciousness and attitude shows a positive and significant effect on store customers’ purchase
behavior.
Moreover, from a study conducted by Paulins and Geitsfield (2010), it was stated that the
type of clothing, and outside store appearance are part of the variables that affect consumer
Albari and Safitri (2018) discussed that price is one of the important factors that affect
consumers’ purchasing decisions. After the data analysis, price shows a positive effect on
purchasing behavior.
The main objective of the study is to compare the perception of public and private senior high
school students on the factors influencing the buying behavior on concept stores in the City of
Malolos.
1. What are the factors influencing the buying behavior of senior high school students on
concept stores?
2. How will these following factors influence the buying behavior on concept stores as
perceived by public and private senior high school students in the City of Malolos?
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS
A. Location/Ambiance
B. Service Quality
C. Price
D. Product Quality
3. Is there a significant difference between the perceptions of public and private senior high
school students on the factors influencing the buying behavior on concept stores in the City
of Malolos?
Hypothesis
With the main research objective, the researchers formulated the following hypothesis:
Ho: There is no significant difference between the perceptions of public and private senior high
school students on the factors influencing the buying behavior on concept stores in the City of
Malolos.
H1: There is no significant difference between the perceptions of public and private senior high
school students on the factors influencing the buying behavior on concept stores in the City of
Malolos.
With the aim to compare the perceptions of public and private senior high school students on the
factors influencing the buying behavior on concept stores in the City of Malolos, the study might
Customers. They may be able to determine the factors that affect their buying behavior and to be
Local business owners. They may be well informed of the factors that influence their customers,
and be able to enhance them for future customers, improving the operations of their business.
Employees. For them to improve the service quality they give to their customers based on their
perceptions.
Future entrepreneurs. The study may be able to introduce the business environment, including
the factors that may affect their customer’s buying behavior, in order to manage their future
businesses effectively.
Future researchers. This research can serve as reference and as basis for future studies regarding
This research study deals with the perception of public and private senior high school students of
the academic year 2019-2020 on the factors influencing the buying behavior on concept stores in
the City of Malolos. It will only focus on Marcelo H. Del Pilar National High School and Centro
Escolar University as the public and private school setting respectively. This study involves a total
of _____ respondents from the said schools. Using Calmorin’s formula, from a population of ____
students, ____ samples are computed from MHPNHS and______ from CEU. Stratified random
sampling will be used for the respondents’ selection. The study will focus on the factors
influencing the buying behavior of customers on concept stores, specifically, employee service,
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS
etc. Data will be gathered through a prepared questionnaire of the following criteria. This study is
only limited to the perception of the said respondents in the stated criteria in terms of buying
behavior. Other factors that may influence buying behavior and to how they affect the consumers
will be disregarded.
RUNNING HEAD: PERCEPTION OF PUBLIC AND PRIVATE SENIOR HIGH SCHOOL
STUDENTS ON THE FACTORS INFLUENCING THE BUYING BEHAVIOR ON CONCEPT
STORES IN THE CITY OF MALOLOS: A COMPARATIVE ANALYSIS
References
Diallo et al., (2013). Factors influencing consumer behavior towards store brands: Evidence from
the French market. International Journal of Retail & Distribution Management 41 (6) 422-441,
2013
Karbasivar and Yarahmadi. (2011). Evaluating effective factors on consumer impulse buying
Journal 2015- Institute of Science Poona College of Computer Sciences ISSN2394-1224 (2)
Paulins and Geitsfield. (2010). The Effect of consumer perceptions of the store attributes on
Sanchez. (2018). Most Famous Concept Stores in Manila. retrieved from spot.ph/shopping/the-
latestshopping/74745/10
Solomon et al., (2013). Consumer Behavior: Buying, having and being. retrieved from
academia.edu/36377830
a-concept-store/