i

EFFECTS OF BRAND IMAGE ON CONSUMER BUYING BEHAVIOR

ON MOBILE PHONES

A Marketing Research

Presented to the
College of Business Administration
Program

By

Anggot, Rio Jean Q.

Carido,Lorenz Patrick D.
Kyamko,Christine Joy S.
Mendoza,Jeanine Dayrylle P.
Reyes,John Kenneth M.

May 2017
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Effects of Brand Image on Consumer Buying Behavior on Mobile Phones

________________________________________

A Marketing Research

________________________________________

Presented to the
College of Business Administration
Program

In Partial Fulfillment of the Requirements for the

Subject in Marketing Research (MM3)

By

Anggot,Rio Jean Q.
Carido,Lorenz Patrick D.
Kyamko,Christine Joy S.
Mendoza,Jeanine Dayrylle P.
Reyes,John Kenneth M.

May 2017
 iii

APPROVAL SHEET

This research entitled, “Effects of Brand Image on Consumer Buying

Behavior on Mobile Phones” presented and submitted by Rio Jean Q.

Anggot,Lorenz Patrick D. Carido, Christine Joy S. Kyamko, Jeanine Dayrylle P.

Mendoza and John Kenneth M. Reyes, in partial fulfillment of the requirements for

the Marketing Research (MM3), has been examined and is recommended for oral

examination acceptance and approval.

SUSAN S. CRUZ, PhD

Instructor
________________________________________________________________

PANEL OF EXAMINERS

Accepted and approval, after the presentation of the study with a grade of

_______.

ALONA S. GALACHE, DRDev

Chairperson

MARY RICHELLE L. BOHOLANO, DM LYWYLYN S. MENDOZA, MBA

Member Member
 iv

Acknowledgments

This research paper is made possible through the help and support from

everyone, including: parents, teachers, family and friends and in essence, all

sentient beings.

Especially, please allow the researchers to dedicate their acknowledgement

of gratitude toward the following significant advisory and contributors:

First and foremost, we would like to thank the panels of this research, Ms.

Alona S. Galache as the chairperson, Mrs. Mary Richelle L. Boholano and Ms.

Lywylyn S. Mendoza as members. They spent their time reading our papers and

offered detailed advices on the corrections in totality of this research.

Second, to our very supportive adviser Dr. Susan S. Cruz who is always

there to guide and support us during the making of this marketing research paper.

Third, we would like to thank Ms. Lywylyn S. Mendoza, Mr. Francisco Hilot

and Mr. Richard John A. Baligala who provide us valuable advice and helped us

validate our questionnaire;

We would also like to thank Mr. Arnold Acebuche, for his support and

encouragement. He offered help on the corrections of the statement of the problem

and on the computation of the weighted mean on Microsoft excel.

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We sincerely give thanks to our family and friends who provide advices and

financial support. The product of this research paper would not be possible without

all of them;

Lastly, and most especially, we thank God for giving us all what we need

especially for always giving us good health and brilliant ideas.

The Researchers
 Abstract

The purpose of this research is to examine the effects of brand image on consumer

buying behavior on mobile phones. The problem focuses on the profile of

respondents in terms of sex, age and frequency of purchase; on the degree of

effectiveness of brand image in terms of affordability, quality and reliability; and on

the level of consumer buying behavior in terms of attitude, preference and

intention. A survey questionnaire was designed to gather necessary data in the

study. Data was analyzed using percentage and frequency as a statistical measure

to determine the profile of the respondents. In the degree of effectiveness of brand

image, reliability got the highest weighted mean with an overall weighted mean of

3.69. On the other hand, in the level of consumer buying behavior, attitude got the

highest weighted mean with an overall weighted mean of 3.31. The overall results

of the study states that majority of the respondents are female students, the same

with the previous research that is conducted to the customers of Gaisano Mall of

Davao. In terms of the degree of effect of brand image, findings suggest that

reliability is found to be influential in affecting the consumer buying behavior and

the respondents moderately consider quality and affordability as one of the

indicators affecting consumer buying behavior. Respondents strongly agree that

they purchase mobile phones due to the reliability of the brand image. Therefore,

brand confidence is a primary consideration in attracting consumers to purchase

mobile phones. Phone brands that have a strong brand impact,entice them to buy

mobile phones.

Keywords: Brand Image, Consumer Buying Behavior, affordability, quality,

reliability, attitude, preference, intention
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Table of Contents

Title Page i

Cover Page ii

Approval Sheet iii

Acknowledgement iv

Abstract vi

List of Tables ix

Figure x

CHAPTER

1 The Problem and its Scope

Rationale of the Study 3

Review of Related Literature 5

Theories/Conceptual Framework 9

Statement of the Problem 13

2 Method

Research Design 14

Research Environment 14

Respondents/Participants of the Study 15

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Research Instruments 15

Data Gathering Procedures 16

Data Analysis 17

3 Results and Discussions

4 Conclusions and Recommendations

Conclusion 28

Recommendation 29

References

Appendices

A Survey Questionnaire 35

B Validation Letter 38

C Curriculum Vitae
 ix

List of Tables

Tables Pages

1 Profile of Respondents 18

2 Affordability, Quality and Reliability 19

3 Attitude, Preference and Intention 23

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Figure

Page

Figure 1 Conceptual Framework 12

 CHAPTER 1

Problem and Its Scope

In the world of market competition, Brand image of a product or service is

an essential factor in affecting consumer buying behavior. Brand image is the key

driver of brand equity, which refers to consumer’s general perception and feeling

about a Brand and has an influence on consumer behavior (Zhang, 2015). The

dynamics of consumer buying behavior constitutes complexity and requires deep

understanding. Branding had been an important consideration for responding to

the complex consumer behavior in the market.

The Brand serves as the "name, term, sign symbol (or a combination of

these) that identifies the maker or seller of the product (AMA, 2012). Branding is

usually anchored with the product confidence in satisfying the customer’s needs

and wants. The greater the confidence the company place in the brand, the more

likely the customers would be willing to pay for a high price. Specifically, this

confidence stems from five important considerations: first, the brand performs its

functions well; second, the social image of the brand; third, consumers’ recognition

and sentimental attachment with the brand; fourth, the balance between the

brand’s value and its functionalities; fifth, consumers trust in the brand.

Moreover, when the brand image is consistent with the consumers’ self-

concept, the consumers would give a preference to it. Self-concept is defined as a

collection of perception about himself that includes elements such as capabilities,

Keywords: Brand Image, Consumer Buying Behavior, affordability, quality,

reliability, attitude, preference, intention
 2

characteristics, shortcomings, appearance and personality. Examining the

consistency between the brand image and consumers’ self-concept is very

important, because consumers might display various self-concepts in different

social context. But whatever the context is, consumers would think better of the

brand as long as the brand image is in line with the their self-concept (Graeff 1997).

The impression of customers about a certain brand is a very important factor

to be considered in which different perceptions from the minds of customers arise

such as, “I should purchase this product because this brand is very cheap and

trendy” or even some customers don’t bother evaluating the product’s performance

because of the confidence of brand identity. With the proliferation of brands in the

market, consumers make their purchase decisions largely depending on the brand

image rather than the product itself. However, these particular inclinations might

lead to customer’s wrong choice of product based on performance and

effectiveness (Carter 2014).

The global mobile phone industry is based on many different manufacturers

and operators. The industry is based on advanced technology and many of the

manufacturers are operating in different industries, where they use their

technological skills, distribution network, market knowledge and brand name. Four

large manufacturers of mobile phones are today dominating the global mobile

phone industry; Nokia, Sony, Samsung and Apple. These phone brands are

offered across different countries namely: USA, Japan and many more

(Ramachandran 2015).
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Meanwhile in the Philippines, Filipino consumers are more likely to stick to

brands they know and buy products if these are accompanied by freebies. About

77% of Filipino preferred brands and types before buying. It was stated that Filipino

consumers seldom switch to another brand and remain devoted to their favorite

shampoo (63%), deodorant (56%) and coffee (53%) brands (Rappler 2013).

Locally, in Davao many international brand of phones have penetrated the

city namely: Apple, Samsung, Nokia, LG, Sony and many more. Most of the

millenials often purchase international brand of phones rather than Filipino brand

of phones such as My phone, Cherry mobile and Torque just to name a few.

(Infoasaid 2012).

This study is conducted to know if brand image has an effect to the

consumer buying behavior on mobile phones and in order to have a deep

understanding on the complexity of consumer behavior affected by brand identity

or brand image.

Rationale of the Study

This study was replicated by the current researchers from the previous

study entitled “The Brand Image, In-store Promotion and Purchase Intention”. The

goal of the current proposal is to study how branding will affect the consumer

purchase behavior on mobile phones. The study will attempt to find whether there

is a positive relation between the effects of brand image to the consumers in

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purchasing a mobile phone. The research will aim to explore the role of branding,

its significance to the market and how it will affect the consumers.

In the world of market from the 1930s onwards, brands were viewed as

images that firms create to enable customers to both differentiate a brand from its

competitors and identify the needs a brand promises to satisfy (Jin & Weber,

2013).

Retailing industry is on evolution from the past years up to present, starts

on its traditional ways, been through rapid changes due to complexity of market

and now been categorized on sophistication. This study will help to understand

how the brand affects the decision making of the consumer when it comes to

purchasing a mobile phone. The hypothesis that will be tested is that if brand plays

a significant role when it comes to purchase decision to the consumers. This

research aims to show that branding has an impact to the consumer towards a

certain product that will translate into a purchase.

The scope of the study is within Davao City specifically in Holy Cross of

Davao College where the respondents will be the students of the said school.

Currently, the students are really updated when it comes to the new generation

trend and purchasing a mobile phone is a part of it. The buying behavior of

consumers constitutes complexity which is one of the prevailing reasons why the

study is pursued. The study will help give additional references to the companies

and manufacturers if branding could affect the decision making of a consumer on

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purchasing a mobile phone and probably give them ideas on how they would adjust

to this certain behavior of a consumer.

Review of Related Literature and Studies

This paper capitalizes on the effects of brand image on consumer buying

behavior on mobile phones. In a world where every product is bigger or better

compared to its competitors, consumers have begun to face an important problem:

the increased uncertainty about various products attributes. This arises from

various asymmetric information consumers have access to, regarding a specific

product. Consumers tend to asses certain product attributes in a holistically

manner rather than a case by case basis. Therefore both extrinsic and intrinsic

factors must be accounted when trying to differentiate a product from its

competitors. In these circumstances, brands can potentially play many different

roles in the consumer decision process.

Brand Image. According to Business Dictionary (2014) Brand Image is the

impression in the customers’ mind of a brand’s total personality (real and imaginary

qualities and short comings) and is developed over time through advertising

campaigns with a consistent theme and authenticated through the consumers’

direct experience. Brand is any combination of name, symbol or design which

identifies a product or services and differentiates it from competitors. (Strategic

Marketing, Bradley).
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Moreover, Brand Image is the perception of the customer which is perceived

by customers while buying commodity and service but brand image cannot be

treated as a benchmark or guarantee for giving satisfaction to the customer. It is

likely to be said that customer satisfaction can be considered as the powerful tools

in the marketing by which an image of an organization which is perceived by

customers. If the customer is having satisfaction certainly it will have a strong effect

on brand image. Furthermore, it is generally said and believed that a satisfied

customer is more likely to display loyalty behavior, i.e. repeats purchase and

willingness to give positive word of mouth (Taylor, 1998; Bennett & Rundle-Thiele,

2004; Schultz, 2005).

According to Vazquez-Carrasco and Foxall (2006) social, confident and

special brand/ product image has a positive impact on loyalty intention, if the

customer received high social benefit from the salesperson then he will be more

loyal with a salesperson. Brand identity consists of positioning plus personality and

not just imaging alone, because the product must be available in breadth and depth

and must work Gravovillas (2009). Brand allows organizations to differentiate their

business from their competitors. But more importantly, brands help to motivate

customer loyalty.

As suggested by Roberts (2004), brand emotion is the cultural implication

embodied in a brand, and emotional branding is a highly effective way to cause

customer reaction, sentiments and moods, ultimately forming connection and

loyalty with the brand. Consumers' psychological, sociological and economic

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processes are simultaneously involved in choice behavior. In these days, a product

or a service is almost irrelevant without the brand (Romani et al. 2012).

Consumer Buying Behavior. According Kotler and Keller (2011) Consumer

Buying Behavior is the study of the ways of buying and disposing of goods,

services, ideas or experiences by the individuals, groups and organizations in

order to satisfy their needs and wants.

In relation to Consumer Buying Behavior, Fandos and Flavian (2006) and

Halim and Hameed (2005) states that Purchase intention is the implied promise to

one’s self to buy the product again whenever one makes next trip to the market. It

is an essential element in the purchase behavior of the consumers because the

companies want to increase the sale of specific product to maximize profit. It also

depicts the impression of customer intention.

People in business are becoming increasingly aware that their success

depends upon their relationships with understanding of other people. This explains

why there have been a number of studies made by sociologist, economist,

psychologist and behavioral scientist with focus of attention centered on the

consumer (Miranda, 1996).

Meanwhile, Taylor and Baker (1994), recognizes service quality and

consumer satisfaction as the key influences in information of consumers purchase

decision. Elsevier Inc. (1998) they also offered the same savings in either coupon

or discount promotions and found that coupon promotions were evaluated more
 8

favorably and were more effective in changing subjects’ purchase intentions.

These results provide implications for when retailers should stress the absolute

versus the relative magnitude of discounts to advertise price promotions.

Chaniotakis et al. (2010) stated that ‘the way of thinking’ influence

consumers’ purchase decision as well as perceived of economic situation.

Purchase decision is the thought process that leads a consumer from identifying a

need, generating options, and choosing a specific product and brand. Some

purchase decisions are minor, like buying toothpaste, while other purchases are

major, like buying a house. The more major the purchase decision, the more effort

is typically put into the process.

A study found that, consumers would try to save more money by

purchasing private label product during economic downturn and once the condition

turn to be better; they will shift back to their familiar brands (Conroy, 2010). This is

because when the product is familiar to a person; he or she will define the product

in such a good way. Therefore, in order to build up trust on private label product,

retailers should let consumers feel confident with their product (Broadbridge and

Morgan, 2001 as cited by Chaniotakis et al., 2010). Consumers’ attitude is an

important factor in influencing consumers’ purchase intention towards private label

product (Chaniotakis et al. 2010). Consumers’ attitude includes ‘trust in private

label product’, ‘familiarity’ and ‘perceived economic situation.The behavior of

consumers will be driven by the physiological motivation that stimulates their

respond which bring them to the retail store to fulfill their need (Kim and Jin, 2001).
 9

Theories and Concepts

This study is anchored with self-concept theory by Zhang (2015) in which

one’s self-concept is a collection of perception about him that includes elements

such as capabilities, characteristics, shortcomings, appearance and personality.

For marketers, examining the consistency between the brandimage and

consumers’ self-concept is very important, because consumers might display

various self-concepts in different social context. But whatever the context is,

consumers would think better of the brand as long as the brand image is in line

with the their self-concept. This theory relates to the researcher’s study for

perception of consumers towards a certain brand, on how consumers are impacted

on their buying behavior is an essential consideration for manufacturers or

storeowners to help them easily adhere consumers needs and wants.

In addition, George Boykin’s “Effect of Brand on Consumer Buying Behavior

(2011)” states that Brand can define as the relationship with the consumer

constitutes the sum of his experiences with the brand, in support of this statement

he cited the research paper from the University of Columbia titled “Brand

Experience” the researcher identified five dimensions of the brand experience

namely: sense, fell, think, act and relate. Sense of experience is the sensory or

aesthetic qualities of the brand. Feel experience is the moods or emotions that

brand induce in consumer. Think experience stimulate the imagination and

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intellect. Act experiences stimulate behavioral reactions and the relate

experiences refer to the social context of the brand experience of the consumer.

In contrast to this perspective, Raju and Hastak proposed a cognitive

approach. The essential feature of the cognitive approach is that a deal is

considered to be a cue at a point of purchase which triggers certain psychological

processes within the consumer. These psychological processes include encoding

the deal and using it in the formations of beliefs necessary for the evaluation of the

brands as well as post-trial experience. The conceptual framework focuses in the

study of dependent and independent variables which will pinpoint the problem in

this research.

Conceptual Framework of the Study

The variables of this framework would come up to will define the input,

process and output of this study. The inputs of this marketing research are the

brand image of many phone retail shops, consumer buying behavior and profile of

the respondents. In brand image, the proponents will focus on the Affordability,

Quality and Reliability of mobile phones. In consumer buying behavior, the

researchers will focus on the possible factors by which consumers intends to

purchase, either be it promotional offers or other reasons. In profile of the

respondents the researchers will get information such as: gender, age and

frequency of purchase which could later define if there will be significant

relationship between the said information and the purchasing behavior of

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consumers. The process of this marketing research will come up through survey

questionnaire. And the output of this marketing research will be the level of the

convincing power of the store promotion through branding to its consumer which

led them to take purchases.

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Consumer Buying
Brand Image Behavior

 Affordability  Attitude
 Quality  Preference
 Reliability  Intention

Respondent’s Profile

 sex
 Age
 Frequency of Purchase

Figure 1. Conceptual Framework of the Study

Statement of the Problem

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The study aims to determine the possible effects of brand image to

consumer buying behavior. Specifically, this research is design to answer the

following questions:

1. What is the profile of the respondents in terms of:

1.1 sex;

1.2 age; and

1.3 frequency of purchase?

2. What is the degree of effectiveness of the branding with regards to:

2.1 affordability;

2.2 quality; and

2.3 reliability?

3. What is the level of consumer buying behavior in terms of:

3.1 attitude;

3.2 preference;

3.3 intention?

CHAPTER 2
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Method

This section provides the research design, research environment research

of the study, research instruments, data gathering procedures and data analysis.

Research Design

This is a descriptive research study where the proponents used a survey

questionnaire to be given to the one hundred student respondents of Holy Cross

of Davao College. The survey method will help to determine the effect of brand

image on the consumer buying behavior on mobile phones. The survey

questionnaires are given to students of different courses. The questionnaire

constitutes a checklist where respondents would answer according to their profile,

frequency of purchase and perception towards the statements under different

indicators. The techniques to use in analyzing the data gathered will be

percentage and mean.

Research Environment

This study was conducted at Holy Cross of Davao College, Sta. Ana Ave.

Davao City, Philippines. The institution has a total of 10,587 students enrolled for

second semester S.Y. 2016-2017. The institution has 7 floors on its main campus

and its annex building has 6 floors. The school offers: School of Business
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Management, The College of Humanities, Social Sciences and Communication,

the College of Criminal Justice Education, the College of Engineering Technology,

the School of Teacher Education and College of Maritime Education.

Respondents of the Study

The respondents of the study were 100 students who are officially enrolled

at Holy Cross of Davao College in summer classes of S.Y. 2016-2017. The

respondents were chosen randomly of either sexes from different courses of

different departments namely: School of Business Management, The College of

Humanities, Social Sciences and Communication, the College of Criminal Justice

Education, the College of Engineering Technology, the School of Teacher

Education and College of Maritime Education.

Research Instrument

A questionnaire was adapted by the researchers and answered by the

respondent of the study. The survey questionnaire, along with the statement of the

problem was produced into two copies. The questionnaire was based on the

problem stated, and it is divided into three parts. The first part is identifying the

respondent’s profile that was answered by checking the box or boxes. The second

part is about branded products. The last part is about consumer buying behavior

with its different implications.

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The scale below shows the interpretation for degree of effectiveness.

As Interpretation for Degree of Effectiveness.

SCALE RANGE DESCRIPTION INTRPRETATION

The respondents feel that brand

image very much positively
4 3.51-4.00 Strongly Agree influence consumer buying
behavior

The respondents feel brand image

quite positively influence
3 2.51-3.50 Agree consumer buying behavior

The respondents feel that brand

image quite negatively influence
2 1.52-2.50 Disagree consumer buying behavior

The respondents feel that

brand image very negatively
1 1.00-1.51 Strongly Disagree influence consumer buying
behavior

Data Gathering Procedures

The researchers used purposive sampling for gathering data from

respondents. Crossman (2017) states that a purposive sample is a non-probability

sample that is selected based on characteristics of a population and the objective

of the study. This type of sampling can be very useful in situations when you need

to reach a targeted sample quickly. The following procedures were conducted to

gather data. First, the proponents proposed a validation for the survey
 17

questionnaire, wherein the choice of words appropriateness of thoughts and

sentence structure is being checked. Second, the proponents asked permission to

conduct the research, after the validation of the survey questionnaire, the

researchers asked permission to conduct and distribute the survey to the

respondents of the study. And lastly, the distributions of survey questionnaire,

upon approval to conduct the study, the researchers were to distribute the survey

questionnaire personally to 100 respondents of Holy Cross of Davao College who

often avail to different retail shops nearby to the said school.

Data Analysis

The data that was gathered were summarized, tabulated and analyzed

using percentage and frequency as statistical measure to the differences of the

profile of the respondents, degree of effectiveness of brand image affecting

purchase intention to consumer response. The percentage value is obtained

through dividing the frequency to the total frequency of a specific item and

multiplying it by one hundred.

CHAPTER 3

Results and Discussion

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This chapter presents the analysis and interpretation of the data collected

for the study

Presented in table 1 is the profile of the respondents in terms of age,

gender and frequency of purchase.

Table 1. Profile of the Respondents

Profile Category (n) (%)

Age 18-21 78 78
22-30 22 22
Sex
Male 31 31
Female 69 69

Frequency of Once every 6 months 6 6

Purchase Once a year 24 24
Once every 2 years 40 40
Others 30 30

Table 1 shows the distribution of the respondents according to age, gender

and frequency of purchase. Out of 100 respondents, 31 percent are males and 69

percent are females. In age category, 78 percent belongs to 18-21 years old while

22 percent belongs to 22-30 years old.

In terms of frequency of purchase, out of 100 respondents 6 percent

purchase a mobile phone once every 6 months, 24 percent claims to purchase a

mobile phone once a year, 40 percent claims to purchase a mobile phone once

every 2 years and 30 percent of it answered others (if needed/broken).

Table 2: Brand Image affecting Affordability, Quality and Reliability

Brand image
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Indicators Statement Weighted Description

Mean
I want to buy a mobile phone that 3.74 Strongly
meets my budget Agree
Discounts and premiums entice me 3.43 Agree
Affordability to purchase a mobile phone
The price of the mobile phone affects 3.5 Agree
my decision to buy
Mobile phones sold on installment 3.08 Agree
basis affects my decision to buy
Overall Weighted Mean 3.44 Agree
Higher priced phones have better 3.43 Agree
quality
Quality depends on the features 3.47 Agree
Quality (apps) of a mobile phone
Known brands have greater quality 3.41 Agree

Quality model of phones are those 3.47 Agree

that are on demand
Overall Weighted Mean 3.45 Agree
Reliability I want to buy a mobile phone when 3.7 Strongly
the manufacturer is well trusted Agree
I want to buy a mobile phone when it 3.62 Strongly
has a mobile phone service center Agree
I want to buy a mobile phone when it 3.67 Strongly
is usable for a long time Agree
I want to buy a mobile phone that 3.75 Strongly
provides worth for my money Agree
Overall Weighted Mean 3.69 Strongly
Agree
Overall Total Weighted Mean 3.52 Strongly
Agree
Affordability
According to the affordability of mobile phones 100 respondents respond

on this item “I want to buy a mobile phone that meets my budget” got a weighted

mean of 3.74 which fall under the description of strongly agree that the customers

positively influenced their buying behavior which obtained the highest result. On
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the other hand, the item “Mobile phones sold on installment basis affects my

decision to buy” got a weighted mean of 3.08 which fall under the description agree

that the customers positively influenced their buying behavior which obtained the

lowest result.

Quality
In terms of quality in degree of effectiveness out of 100 respondents

respond on this item “Higher price phones have better quality” got a weighted

mean of 3.43 with the interpretation Agree which obtained the highest result. In

item “Known brands have greater quality” got a weighted mean of 3.41 with the

interpretation Agree which obtained the lowest result.

Reliability
In the item “I want to buy a mobile phone that provides worth for my money”

got a weighted mean of 3.75 with the interpretation Strongly Agree got the highest

result. On the other hand, the item “I want to buy a mobile phone when it has a

mobile phone service center” got weighted mean of 3.62 with the interpretation

Strongly Agree got the lowest result.

Discussion

Affordability
 21

Under the indicator affordability, respondents agreed to the statements that

they patronize a brand that meets their budget, discounts and premiums and price

affects their buying behavior.

According to Williams (2013), affordability is the most challenging aspect of

selling to American and Hispanic Clients. It is way too hard to sell a product by

merely counting on affordability as an edge to its competitors. However, the result

of the study tells otherwise. Respondent’s claims affordability as one of the factor

that affects buying behavior of consumers on choosing brands of mobile phones.

Kumar (2012) states that price, quality and style functions are the most influential

factors affecting the choice of mobile phones. On the other hand, Karjaluoto et al.

(2005) states that price, brand, interface, and properties tends to have the most

influential factors affecting the actual choice amongst mobile phone brands. Thus,

affordability of the phone brand is an essential consideration.

Quality

Regarding the quality, respondents agreed that high priced mobile phones,

features, known brand phones and on demand phones reflect quality.

Gary Kilpatric (1994), in one of his online article state that quality control

starts at the point of product concept and is carried all the way through the final

design and manufacture of the product. While the respondents of this study seems

to agree that quality brands of phones are those with a higher price, a known brand

and phones possessing good features as what Kilpatrick said. A study by Liu

(2002) in the Philippines showed that choices between mobile phone brands were

affected by new technology features such as SMS-options and memory capacity,

 22

more than size. A number of respondents in this study agreed that quality is

associated with the features possessed by the phone. According to Oulasvirta et

al. (2011), smartphones nowadays are being featured with wireless connectivity, a

built-in web browser, application installation, full programmability, a file

management system, multimedia presentation and capture, high-resolution

displays, several gigabytes of storage and location as well as movement sensors.

Reliability

In terms of reliability of brands, respondents strongly agree that when the

manufacturer is well trusted, if it provides mobile service center, if the phone is

usable for a long time and has a good variety model, the brand of the phone is said

to constitute reliability.

According to Fred Schenkelberg (2015) when a product’s actual reliability

performance exceeds the customers expected reliability performance, the

customer may consider the product reliable. This experience builds and when

supported by other experiences from the same brand, increases brand equity. High

brand equity permits a price premium, increased brand loyalty, and increased

positive word of mouth support. While the respondents strongly agree that when

the manufacturer is well trusted, if it provides mobile service center, if the phone is

usable for a long time and has a good variety model, the brand of the phone is said

to constitute reliability, that’s why companies should take their attention to such

factors in order to boost brand confidence.

Eric and Bright (2008) states that the first most important factor affecting

consumer buying behavior is the reliable quality of the mobile phone brand and the
 23

other factor is user-friendliness of the brand of the mobile phone. Moreover,

Khasawneh (2010) states that reliability of the product’s brand name influence

customers’ evaluation and affect to their buying decision

Table 3: Level of Consumer Buying Behavior according to Attitude,

Preference and Intention
Consumer Buying Behavior Weighted Description
Mean
Attitude I believe that mobile phones offered by 3.32 Agree
expensive brands are worth it
Mobile phones help in my research world. 3.21 Agree

Acquiring a mobile phone is somehow 3.39 Agree

practical (e.g. load for data use, texting)
Overall Weighted Mean 3.31 Agree
Preference I buy a mobile phone based on its size ( e.g. 3.3 Agree
small phones, easy to carry anywhere
[mobility])
I buy a mobile phone based on its color 3 Agree
(case)
I want to buy mobile phones based on its 3.41 Agree
variety of model (J1, Flare, Iphone 6s)
Overall Weighted Mean 3.24 Agree
Intention I buy branded phones to fit in the new 3.08 Agree
generation trend (selfie, FB Status)
Buying branded phones somehow boost 2.96 Agree
my confidence
I buy a mobile phone based on the 2.86 Agree
influence of my peer
Overall Weighted Mean 2.97 Agree
Overall Total Weighted Mean 3.17 Agree

Attitude

Under the indicator attitude it shows that the respondents agree to the item

“Acquiring a mobile phone is somehow practical” with a weighted mean of 3.39

which got the highest result. On the other hand, the item “Mobile phones help in

my research world” got the lowest result with a weighted mean of 3.21.
 24

Preference

In terms of preference, most of the respondents agreed on the item under

the statement “I want to buy mobile phones based on its variety of model (J1, Flare,

Iphone 6s)” with a weighted mean of 3.41. On the other hand, on the item I buy a

mobile phone based on its color (case) got the lowest result with a weighted mean

of 3.

Intention

In terms of intention, most of the respondents agree in the item “I buy

branded phones to fit in the new generation trend (selfie, FB Status)” with a

weighted mean of 3.08. On the other hand, the item “I buy a mobile phone based

on the influence of my peer” got the lowest result with a weighted mean of 2.86.

Discussion

Attitude

According to Rashotte (2007), social influence is about changing of feelings,

attitude, thoughts and behavior, intentionally or unintentionally influenced by the

other person. It is due to the interaction with other people that know each other

such as parents and peers. Nelson and McLeod (2005) states that consumers

would be influenced by media, parents and peers in order to purchase

smartphones. According to Kotler and Armstrong (2007), consumers’ action is

being influenced by people surrounding them. Thus, the attitude of consumers

 25

towards a certain brand is an essential factor in determining the proper response

of manufacturers or storeowners.

Preference

According to Saif (2012) price, size/shape, new technology features and

brand name has an impact on consumers’ buying behavior. According to his

study’s result, consumer’s value new technology features as the most important

variable that influences consumers’ to go for a new mobile phone purchase

decision.

On the other hand, Malasi (2012) examined the influence of product

attributes on mobile phone preference among undergraduate university students

in Kenya. The study indicated that varying the product attributes has an influence

to the consumer buying behavior such as color themes, visible name labels, and

mobile phone with variety of models, packaging for safety, degree of awareness

on safety issues, look and design of the phone.

Moreover, Yun, Han, Hong and Kim (2003) investigated the look-and-feel

of fifty different mobile phones using a consumer survey. Seventy-eight

participants evaluated the design of phones on the perceived scale of

image/impression characteristics, including luxuriousness, simplicity,

attractiveness, colorfulness, texture, delicacy, harmoniousness, salience, rigidity,

and overall satisfaction. It was found that the image and impression characteristics

of the products were closely related to the human-product interface specifications

as well as overall shape of the product.

Intention
 26

Karjaluoto et al. (2005) studied factors that influence intention to acquire

new mobile phones and factors that influence on mobile phone change among

Finnish consumers. The study showed that although the choice of a mobile phone

is a subjective choice situation, there are some general factors that seem to guide

the choice. While technical problems are the basic reason to change mobile phone

such as price, brand, interface, and properties are the most influential factors

affecting the actual choice between brands.

According to Blackwell et al. (2001), what is cross in the customers’ mind

signifies intention to purchase by them. The similar researchers state that

consumers will go through the process of recognizing the product to purchase,

then they will find the information about the product, evaluate, purchase and

feedback. Therefore, they will purchase a product after making research in

advance so that they will purchase the right product that meet with their needs and

wants. Moreover, Mohankumar and dineshkumar (2008) states that consumer

purchase intention towards mobile phone with reference to erode city India,

customers are the buyer who want happiness from the product. The customer

would like see, touch and feel the products that they buy.

CHAPTER 4

Conclusions and Recommendations

 27

This chapter presents the findings of the study, conclusions and

recommendations. The problem of the study focuses on the profile of respondents

in terms of sex, age, and frequency of purchase; on the effectiveness of the brand

image in terms of affordability, quality and reliability; and on the level of consumer

buying behavior in terms of attitude, preference and intention. This study is

conducted at Holy Cross of Davao College, Sta. Ana Ave. Davao City, Philippines.

Then using a survey questionnaire, the researchers acquired the perception of

students of Holy Cross of Davao College as consumers on how brand image affect

their buying behavior on mobile phones.

The findings reveal that most of the respondents of the study are female

students. In terms of age, most of the respondents are teenagers. In terms

frequency of purchase, mostly, respondents are purchasing mobile phones on

mobile stores once every two years, followed by other reasons (respondents

specified: when needed), then followed by once a year and lastly with once every

six months.

Furthermore, on the degree of effectiveness of brand image, findings show

that respondents strongly agree that mobile phones that meet their budget

positively influence their perception to purchase mobile phones. In the indicator of

quality, respondents agree that quality depends on the features of the mobile

phone with the highest weighted mean under the said indicator. In the indicator

reliability, respondents strongly agree that they want to buy a mobile phone when

it provides worth for their money which positively affects their buying behavior.
 28

The level of effectiveness of consumer buying behavior shows that

respondents agree to the statement acquiring a mobile phone is somehow

practical with the highest weighted mean under the indicator attitude. Under

preference, respondents mostly agree on the statement that they buy mobile

phones based on the variety of model. In the indicator intention, respondents

mostly agree in the statement that they buy branded phones to fit in the new

generation trend.

Conclusion

This research aims to identify whether brand image has an effect or not with

the buying behavior of students of Holy Cross of Davao College as consumers of

mobile phones. The degree and level of effectiveness of brand image and

consumer buying behavior in various indicators are identified in this research.

The overall result of the study on the degree of effectiveness of brand image

with regards to affordability, quality and reliability are gaining positive impressions

from the students of HCDC as respondents when it comes to affecting their buying

behavior. The results show that reliability of the brand (brand confidence) is highly

influential in affecting consumer buying behavior.

Moreover, on the level of effectiveness of consumer buying behavior in

terms of attitude, preference and intention, these indicators are all gaining positive

responses from students as consumers of mobile phones. The researchers

conclude that these sociological and personal factors under attitude, preference
 29

and intention of consumers upon buying a phone are really important. Based on

results the indicator Attitude got the highest result in which the researchers

conclude that Attitude of consumers towards a certain product brand is a primary

consideration in inducing customer satisfaction, loyalty and as well as profitability.

Recommendations

Based on the findings and conclusion of the study, the following

recommendations are considered:

Manufacturers or storeowners should consider the price and encourage

discounts and premiums as well as offering phones on installment basis so that

consumers can afford. In terms of quality, manufacturers should consider the

quality of mobile phones that are offered so that consumers would perceive the

phone brand or the phone itself as reliable. Brand confidence or the reliability of

the brand positively affects the perspective of consumers towards the brand.

Moreover, manufacturers or storeowners should also consider the attitude

of consumers towards a phone brand to easily reach or figure out the perspective

of consumers towards a phone brand. It is essential in terms of responding to the

complexity of the buying behavior of consumers.

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APPENDIX A

Survey Questionnaire for Students

Dear Respondents,

Good Day!
 36

We are students of Marketing Research presently doing study on “Effects

of Brand Image on Consumer Buying Behavior on Mobile Phones”. In this
connection, we are inviting you to be our respondents for the survey. Rest assured
that your answers will be treated with strict confidentiality.

Thank you for your participation.

The Researcher

I. Profile of Respondents
Instruction: Please answer the following by filling up or checking the spaces
provided.
Name (Optional):
Sex: Female
Male

Age: 18-21
22-30

 How often do you go to mobile shops to replace your old mobile phone?

Once every 6 months

Once a year
Once every 2 years
Others specify: ____________
Please indicate your opinions about each of the following statement and check
the boxes for the most appropriate answer using the scale below:
4– Strongly Agree 3 - Agree
2 – Disagree 1 – Strongly Disagree

II. Brand Image 4 - SA 3-A 2-D 1 - SD

Affordability
 37

1. I want to buy a mobile phone that

meets my budget
2. Discounts and premiums entice me to
purchase a mobile phone
3. The price of the mobile phone affects
my decision to buy
4. Mobile phones sold on installment
basis affects my decision to buy
Quality
1. Higher priced phones have better
quality
2. Quality depends on the features (apps)
of a mobile phone
3. Known brands have greater quality
4. Quality model of phones are those that
are on demand
Reliability
1. I want to buy a mobile phone when the
manufacturer is well trusted
2. I want to buy a mobile phone when it
has a mobile phone service center
3. I want to buy a mobile phone when it is
usable for a long time
4. I want to buy a mobile phone that
provides worth for my money
III. Consumer Buying Behavior
Attitude
1. I believe that mobile phones offered by
expensive brands are worth it
2. Mobile phones help in my research
world.
3. Acquiring a mobile phone is somehow
practical (e.g. load for data use, texting)
Preference
1. I buy a mobile phone based on its size
( e.g. small phones, easy to carry
anywhere [mobility])
2. I buy a mobile phone based on its color
(case)
3. I want to buy mobile phones based on
its variety of model (J1, Flare, Iphone 6s)
Intention
1. I buy branded phones to fit in the new
generation trend (selfie, FB Status)
 38

2. Buying branded phones somehow

boost my confidence
3. I buy a mobile phone based on the
influence of my peer.

CURRICULUM VITAE
 39

ANGGOT, RIO JEAN Q.

Buhangin, Davao City

PERSONAL DATA

Age : 19 years old

Gender : female

Civil Status : Single

Citizenship : Filipino

Religion : Catholic

EDUCATIONAL ATTAINMENT

Elementary : New Katipunan Elementary School

2009-2010

High School : Bangkal National High School

2013-2014

College : Holy Cross of Davao College

Bachelor of Science in Business Administration Major in Marketing

Management

2017- present
 40

CARIDO, LORENZ PATRICK D.

Pears St. Ciudad De Esperanza Cabantian Davao City

PERSONAL DATA

Age : 19 years old

Gender : Male

Civil Status : Single

Citizenship : Filipino

Religion : Catholic

EDUCATIONAL ATTAINMENT

Elementary : Saint Theresa Community Academy

2005-2011

High School : Cabantian National High School

2011-2014

College : Holy Cross of Davao College Inc.

Bachelor of Science in Business Administration Major in Marketing

Management

2014 – present
 41

KYAMKO, CHRISTINE JOY S.

Km. 7 Peace Avenue Bangkal, Davao City

PERSONAL DATA

Age : 19 years old

Gender : Female

Civil Status : Single

Citizenship : Filipino

Religion : Catholic

EDUCATIONAL ATTAINMENT

Elementary : Davao City Special School (SPED)

2009 – 2010

High School : Daniel R. Aguinaldo National High School

2014 – 2015

College : Holy Cross of Davao College Inc.

Bachelor of Science in Business Administration Major in Marketing

Management

2015 – present
 42

MENDOZA, JEANINE DAYRYLLE P.

TALAKITOK ST. JEROME AGDAO DAVAO CITY

PERSONAL DATA

Age : 26 years old

Gender : Female
Civil Status : Single
Citizenship : Filipino
Religion : Catholic

EDUCATIONAL ATTAINMENT
Elementary : Kapitan Tomas Monterverde Sr. Central Elementary School
2003-2004
Secondary : Sta. Ana National High School
2008-2009
Tertiary : Holy Cross of Davao College Inc.
Bachelor Science in Business Administration Major in Marketing
Management
2015 – present
 43

REYES, JOHN KENNETH M.

219 Trading Blvd Brgy 37-D PRK- 5, Davao City

PERSONAL DATA

Age : 23 years old

Gender : Male

Civil Status : Single

Citizenship : Filipino

Religion : Roman Catholic

EDUCATIONAL ATTAINMENT

Elementary : Magallanes Elementary School

2005-2006

High School : Davao Jones Academy

2010-2011

College : Holy Cross of Davao College Inc.

Bachelor of Science in Business Administration Major in

Marketing Management

2017-Present