Consumer Buying Behavior (Online Shopping Philippines) : Maranding, Lala
Consumer Buying Behavior (Online Shopping Philippines) : Maranding, Lala
Written by:
Emeily C. Generalao
ABSTRACT
This paper discusses what are the Filipino consumers’ attitude towards online
shopping and seeks to understand the factors affecting the decisions of these
consumers on why they chose to shop online. It will also aim to delve into both the
benefits and the problems of using online shopping to the consumers. This paper will
shopping. Thus, by following this plan of action, this would be a great help to the
Discussion
Different factors that influence the Filipino consumers to use online shopping.
According to Rani (2014), there are various procedures or processes that are associated
with buyers’ behavior. At the outset, the buyer or consumer attempts to discover what
products he might want to expend and at that point, he picks just those products that
has essential use to him. The consumer estimates his money which he can spend
choosing. Lastly, the consumer separates the general expenses of the items and takes
the choice about the items he should be buying. Meanwhile, cultural, personal, social
and psychological are four factors that influence buyers’ or consumers’ behavior.
First, cultural factor is important when trying to understanding the particular needs and
habits of a person. Basically, the part of every society and is the significant reason for
one’s needs and behavior is his/her culture. The culture’s impact on purchasing conduct
varies from every country. According to Rani (2014), all through an individual’s
existence, there are a lot of people who can influence him like his family, his friends, his
society who will teach him values and preferences in his life.
A person’s groups, family, status and role are examples of social factors. This clarifies
the outside impacts of others on one’s buying decisions either directly or indirectly. This
factor is among the most influencing factors affecting a consumers’ behavior essentially.
An example of this is reference groups which are characterized as those people that
might give direct advice to an individual about his behavior, way of life, or even his
disposition as a consumer. The impression that the individual has of himself as well as
his behavior also is an impact of reference groups (Rani, 2014).
Variables such as a person’s age, work, economic circumstances, identity, habits and
self-concept are part of personal factors. According to Kotler and Armstrong (2010),
consumers' behavior in purchasing of products change depending upon age or their
lifestyle. An example of age related variables are taste in food, preferences in clothing,
and leisure.
There are four classifications in psychological factors which are observation, learning,
motivation and beliefs and attitudes. So for instance, when a consumer who has
different sort of needs like hunger or thirst and that particular need can be aroused
when alters a motive and this motive is essentially a need that would cause an individual
to look for fulfillment (Rani, 2014).
Factors such as cultural, social, personal and psychological strongly influence
consumers’ behavior. These factors that influence consumers to buy online can cause to
build up product preferences. Understanding the impact of these factors is essential so
that strategies in marketing can be improved to appeal to the preferences of the
consumers.
top of the list. According to the study by Ken Research (2014), the Philippines’ e
commerce market can expect a stupendous compound annual growth rate of 101.4
percent from 2013 until2018, thanks to rising internet and social media adoption. (Ken
Research, 2014)Southeast Asia, including the Philippines has become a virtual gold mine
for online shopping. Proof of that is that many online shopping malls are now on
expansion mode. Lazada is one of the largest online shopping website in Southeast Asia.
It announced that it has raised $ 250million from a group of investors including Tesco
PLC, Access Industries Investment ABKinnevik and Verlinvest. According to Tesco, as
Southeast Asia’s 600 million consumers begin to use smart phone technology to access
retailers online. Tesco, March 2014)Based on the study conducted by Lucero, et.al
(September 2016), he determined whether there is a significant relationship between
consumer perception and purchase behavior on online shopping among students. It has
been found out that the respondent perceptions and their purchase behavior on online
shopping are both high. To sustain their high perception on online shopping, it is
suggested that web developers should incorporate features on their websites regarding
convenience, security, benefits and leisure. It is important for online marketers,
entrepreneurs, and business men to consider the fact that students spend more time on
the internet and that this factor will likely increase the students online shopping
behavior.
Consumer Behavior examines the relationship between consumers and culture, and the
impact of current trends on consumer behavior. It explores the different ways in which
consumers around the world respond to marketing strategies, examining the
interpretation of new stimuli using existing knowledge, and how both new and
remembered knowledge combine to influence purchasing behavior. Finally, there is a
detailed examination of the influence of ethnicity, religion, class, age and gender on
consumers' actions and the importance of understanding the challenges and diversity of
a global marketplace.
Factors Impacting Consumer Buyer Behavior
Consumer Behavior examines the relationship between consumers and culture, and the
impact of current trends on consumer behavior. It explores the different ways in which
consumers around the world respond to marketing strategies, examining the
interpretation of new stimuli using existing knowledge, and how both new and
remembered knowledge combine to influence purchasing behavior. Finally, there is a
detailed examination of the influence of ethnicity, religion, class, age and gender on
consumers' actions and the importance of understanding the challenges and diversity of
a global marketplace.
Chapter 3
CONCLUSION, FINDINGS AND
RECOMMENDATION
More and more people say that they prefer online shopping because of the
many advantages such as convenience, time-saving, and product variety. The behavior
of Filipino consumers towards online shopping and the factors that influence them to
shop online affects the marketers, entrepreneurs and businessmen about their
strategies towards online marketing. Filipino consumers have a unique buying routine
as a way of life. There are different factors such as personal, social, cultural and
psychological which can greatly affect a consumers’ behavior. These factors that greatly
influence consumers to buy online can cause to build up the product preferences of
consumers which can help the marketers, entrepreneurs and businessmen to lead to
about the consumers’ behavior and factors affecting them are beneficial to the
Articles
Castillo, F. G. (2018). Consumer Buying Behavior: The Multicultural Influence in the
Philippines.
The International Journal of Business Management and Technology, 2(2), 71–75.
Retrieved from http://www.theijbmt.com/archive/0920/844974745.pdf
Rani, P. (2014). “Factors influencing consumer behavior “ Institute of Law Kurukshetra ,
University Kurukshetra , India Int.J.Curr.Res.Aca.Rev.2014;2(9):52-61. Retrieved from
http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf
Voicu, M. C. (2013). Characteristics of the Consumer Preferences Research Process.
Global
Economic Observer, 1(1), 126–1 Retrieved from
https://econpapers.repec.org/article/ntuntugeo/vol1-iss1-13-126.htm