University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City, Philippines, 5000
Tel. No. (+63-33) 337-4841 to 44
I. Background of the Study
In buying products consumers expect a good quality of brands or at least a good pay off in what they
are buying. There are numerous studies in brands in connection to its consumers but, we researchers
chose this study to further widen the information about the brand image and its influence to consumers
in their buying decision.
Brands play an important role in costumers buying decisions. Brand image is the view of the
customers about a brand according to Juneja (n.d). It can be defined as a unique bundle of associations
within the minds of target customers. Today, a lot of factors affects the views and decision of a
consumer. Because of the increasingly competitive marketplace, consumer vary in their observation;
They would inevitably have different images for any specific brand and most likely choose among a
range of products or brands on the market that differ very little in its price. In this circumstances, the
final decision of a consumer depends on the image they link with different brands for example
"Penshoppe" clothing sector which earns a good reputation and attractive to most millennial people
thinks whenever it is mention most of the people would think of Penshoppe. Differently when tech-
savvy people think of buying new gadgets, they first likely to think of buying Apple products.
Consumers buying decision is an undertaking that involves different steps like searching for
information, evaluation of alternatives, selection and in the last post-purchase behavior. Having enough
knowledge about a brand is also an important factor, the more aware the customer of the brand and has
all the knowledge about its price, quality and etc the more he/she will be attracted towards that brand.
Individuals in our society today is always concern about their status that they opt to use branded
products to show off their status. Most companies consider brand an implied device that to attain
attraction of customer and it also plays a vital role in the business. Good quality and social
responsibilities of business can positively affect the behaviors of individual consumer in regards to
brand image and satisfaction. Day by day the market is flooded with new and old brands. One of the
instruments of a company to survive and have a successful company is the popularity of a brand. Each
company uses different resources in making packages in this compitition for raising awareness among
the customers about the branded product.
Different people see brands differently according to what they heard about it and sometimes depend
on their past experience of the brand. Gender, age, and personality also affect consumer behavior when
buying certain products. There are times when consumers stay loyal to a brand and avoid switching to
another brand, because they want to be risk-free and also to regulate their buying behavior.
University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City, Philippines, 5000
Tel. No. (+63-33) 337-4841 to 44
II. Statement of the Problem
This study aims to determine the impact of brand image in the consumer behavior of ABM students.
Specifically, the researchers seek to answer the following:
1. How does Brand Image affect the Buying Behavior of ABM Students.
2. Do you prefer Quality over Quantity?
3. Different purchasing criteria and motivitional factors which influence customers buying
decision.
4. To analyze the relationship between brand selection and customer profile.
III. Research Paradigm
Input Output
The influence of brand image Survey questionaires To determine the buying
behavior of ABM students
IV. Scope and Delimination
This study is only to determine the impact of brand image in the buying behavior of ABM students in
the University of San Agustin. This study would only covered the aim of the researcher which
determines the impact of brand image in buying behavior of ABM students. The researcher will be
using quantitative research and questionaire survey method and is limited only for 50 participants of
ABM students only and 1 clothing sector which is “Penshoppe”. However, becacuse it is not a face to
face interview kind of questions, there is a probability that the respondents may not be willing to give
exact answer to the question. On the other hand, the researchers do not reject other possible links
between specific attributes or combination attributes a customer behavior. For example: customer may
give higher priority to the same attributes than others and deciding their choice and response.
V. Significance of the Study
The findings of this research will rebind to the clothting sector “Penshoppe” and the consumers since
brand image plays a vital role in the society. Having enough more awareness and knowledge about the
variables such as price, quality and brand name will further help understand how these variables affect
the consumer buying decision.
For future researcher, this study can be a source of valuable up-to-date information which can be
valuable for their own similar studies on the subject matters as well.
University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City, Philippines, 5000
Tel. No. (+63-33) 337-4841 to 44
VI. Definition of Terms
To make this research clear to the general public, the following terms were defined.
1. Brand – Unique design, sign, symbol, words, or a combination of these, employed in
creating an image that identifies a product and differentiates it from its competitors. Over
time, this image becomes associated with a level of credibility, quality, and satisfaction in
the consumer's mind.(Business Dictionary)
2. Consumer - A purchaser of a good or service in retail. (Business Dictionary)
3. Brand image - The impression in the consumers' mind of a brand's total personality (real and
imaginary qualities and shortcomings). (Business Dictionary)
4. Consumer buying behavior - The process by which individuals search for, select, purchase,
use, and dispose of goods and services, in satisfaction of their needs and wants. See also
consumer decision making. (Business Dictionary)
