Predictors of Consumer Buying Behavior towards Night Market

DAVAO CENTRAL COLLEGE

Juan dela Cruz St. Toril, Davao City

College of Business Management

In Partial Fulfillment of the Requirements in IR 5 Methods

of Research and Bus. Stat

Submitted to:

Mr. Matias Mercado Jr.

Submitted by:

Hernando, Maria Teresa B.

Abella, Maria Cecilia Y.

Labaniego, Tristan Hans

Aberilla, Hazel Mae D.

Lumantas, Deo D.

Garing, Rean R.

Yano, Laica D.

2022
Predictors of Consumer Buying Behavior towards Food Bazaars

CHAPTER 1

INTRODUCTION

Background of the study

Night Market are quickly gaining popularity, especially

among customers. First things first "A food bazaar is

comparable in layout to a conventional school cafeteria or

even a food court, admittedly more hip and cooler with

different stores and kiosks providing diverse food choices,"

claims Catama (2017). They try it because they believe it is

a location that is "instagramworthy" for them to post to

social media accounts be "in" with the vogue. The food

bazaar is a terrific venue for today's generation since they

love to share things on social media and are ready to try

new foods. Additionally, Catama (2017) claims that "any food

bazaar that you visit is certain to be incredibly

Instagrammable- perfect for the winning social media post."

Food bazaar are a great location for family and friend get-

togethers because they cater to huge crowds of people.

 Japan boasts a variety of imaginatively themed and

created food bazaar. These kind of eateries are also well-

known or popular in America, particularly in Portland, the

nation's most progressive city. They are known as food truck

parks as opposed to food bazaar. According to one article,

these food truck parks have the potential to significantly

alter how Americans eat. One will debut later this year in

Tulsa, Plano, Texas, and Asbury Park, New Jersey, among

other cities.

In the Philippines, it serves as a fantastic draw for the

nation and has the potential to draw in a sizable number of

tourists. Filipinos love to eat, which is one of the many

reasons why the stand of the food bazaar in the food

industry for this year is great. According to Talavera

(2017), “Food bazaar are to expand in PH retail market this

year, the demand for vacant lots for food parks increased by

more than 10 times in Metro Manila last year.” This new

trend in the Philippines is starting to expand and be widely

known to many which is a big impact for the country

especially in expanding its retail market.

 Davao City's food bazaar is a popular destination for

foodies, offering a variety of culinary options from many

different cuisines and a distinctive outdoor dining

experience. To meet the demands of this expanding trend,

many food sellers now provide healthy food options like low-

calorie, vegan, and gluten-free foods. Overall, the food

bazaar exhibits a wide range of patron behavior that is

always changing to reflect shifting patron preferences and

expectations.

Statement of the Problem

The purpose of this study is to ascertain the consumer

behavior of Davao City's Selected Food Market in order to

address the following queries:

1.What is the level of factors that pr edicts consumer

buying behaviour towards Food Bazaar in terms of:

1.1 Psychological Factors

1.2 Social Factors

 1.3 Cultural Factors

1.4 Personal Factors

1.5 Economic Factors

2. What domain of factors best predict consumer buying

behaviour of food bazaar

2.1. Product

2.2. Price

2.3. Place

2.4. Promotion

Null Hypothesis

There is domain of factors best predicts consumer buying

behaviour of food bazaar

Review of Related Literature

 According to et al. (2008), night markets are "street

markets operating at night, primarily in urban or suburban

areas that generally tend to have more leisure, shopping,

and eating areas." The atmosphere, tranquility, and

delicious cuisine were therefore the factors that

contributed to the night market's continued growth. In

relation to this, individuals began to enjoy spending time

at the night market.

This study is a significant factor in determining

consumer buying behaviour in Night Market. According to

Kumar et al. (2020)  that psychological variables play a

significant role in purchase decisions because many

customers wonder why they chose a particular product or

service after making a purchase.

These factors include cultural factors, social factors,

personal factors and psychological factors. Accordng to

(Callwood, 2013) (Callwood, 2013) The psychological elements

that affect a person's decision-making the person's

motivations, perceptions, learning, and beliefs and values

are further divided into attitudes .

 1.1. Psychological factors

Perception

Perception is the most crucial psychological component

in all human conduct, whether you're acting as a customer,

an employee, a parent, a friend, or just as a person.

According to Radhika Duggal at Forbes, “Perception is

defined as the process by which individuals select, organize

and interpret stimuli into a meaningful and coherent picture

of the world.” Advertising, word-of-mouth, prior

experiences, social media, pricing, quality, and customer

service all influence how consumers perceive products and

services. By these initiatives, businesses can reinvent

themselves as elements of consumers' lifestyle decisions as

well as products. Source: ception-influences-on-buying-

behavior/?fbclid=IwAR1rSR-

WH2kVXvjd707x2_AuabGjWwFwQuXiNUqN3roQ7oGXyvlz1SqCeSM

According to (Ivkov,Blesic, Stefanovic, and Raljic, 2014)

Customers' experiences can be improved by both concrete

elements like signage, symbols, and décor as well as

intangible ones like music, temperature, aroma, and even the

number of people shopping. According to (Bhakar, 2017;

Emmanuel Nondzor, 2015)Customers recognize the importance of

the condition behind the preparation area as the operation's

most prominent front portion in addition to anticipating the

delight, pleasure, and excitement created by the welcoming

ambience of food bazaar operation.

Big brands work so hard because the marketplace's

perception of a brand or industry is so crucial. They work

very hard to maintain a favorable public perception of

themselves and their business. As a result, businesses like

Gillette will pay David Beckham to "model" their products.

According to (Taylor, 2006)by coordinating how people behave

with the Gillette brand, the company can enhance or

reinforce how Beckham is perceived what's already favorable

about it. Understanding the thought processes that underlie

the decision-making process for purchases is crucial, which

is why consumer psychology is connected to marketing

methods. Source: Frontiers | Factors Affecting Impulse

Buying Behavior of Consumers (frontiersin.org).

Motivation One of the most significant indicators of

customer purchase decisions has been noted to be the variety

of consumer motives. Understanding customer requirements

and market segmentation can be based on knowing consumer

motivations. According to (Kim et al., 2014; Singh, 2018)As

buyers, our motivations serve as a reflection of our wants,

which affect how we view and select items . A number of

different customer motives have been regarded as one of the

most significant predictors of consumer purchasing decisions

(Akram et al., 2021b). Understanding consumer requirements

and market segmentation can be derived from knowing what

drives consumers.

Several consumer motivational elements are

interconnected. A small number of empirical research used a

variable-centered methodology to investigate how the

motivation elements interacted. According to Johansson et

al(2020) research has demonstrated that when social and

moral motives (social acceptance and ethics) are co-

activated, people become less value-conscious (value for

money) for expensive green consumption since doing so makes

them seem moral to others. According to(Khan, 2007)A

person may be motivated to purchase a product for

convenience, style, prestige, self-pride, or being

fashionable comparable to others . According to (Smoke,

2009)If marketers are aware of the factors that influence

motivation, they may be able to develop marketing strategies

that sway consumers' desire to consider, participate in, or

process details about their brand or advertisement.

Beliefs and Attitudes

 Kotler describes attitude as "a person's persistent

favorable or unfavorable cognitive assessments, emotional

reactions, and action tendencies toward some object or

concept" and belief as "descriptive notion that a person

believes about anything". People may hold particular

attitudes and opinions regarding certain goods and services

(Sarangapani, 2009). Because these beliefs contribute to the

product and brand perceptions that influence consumers'

purchasing decisions, marketers are interested in the

opinions that consumers form about certain goods and

services. The marketer must start a campaign to correct any

false beliefs if they prevent purchases.

Social Factors

Family, roles, and status are the key social factors that

affect consumer behavior. Societal variables directly affect

how people behave in terms of consumption and shopping.

Consumer behavior has an impact on not just people and

society but also on nations and their economy.

The following are significant social variables that have

a direct or indirect impact on a person's behavior:

Family: The people in one's family have a significant

influence on their tastes and behaviors. It provides a

setting in which a person can grow, develop a personality,

and acquire values. A child picks up his purchasing habits

and preferences by imitating his parents, and he will likely

continue to make the same purchases as he gets older.

The responsibilities within the reference group that affect

other people's behavior should be sought out by marketers.

Like Initiator (who begins the buying choice), Influencer

(whose viewpoint influences the buying decision), Decision-

Maker (who has the power to make the purchase decision), and

Buyer (who ultimately buys the product).

Roles and Status: A person's status and role in the

society have an impact on his purchasing decisions. For

instance, it is typical for someone in a high position in a

company to buy things that support his status. Before

endorsing any particular products, marketers should make a

concerted effort to comprehend the position and function of

the person in question. Hence, before developing their

marketing strategies, marketers need have a thorough

understanding of how social issues affect how people behave.

Cultural Factors

Many characteristics of consumer behavior are influenced by

culture. In reality, cross-cultural study reveals slight or

significant variances that might be linked to culture. For

this field to advance, it was deemed necessary to adopt a

broader perspective and investigate fundamental

relationships in international marketing (Cavusgil 1998).

Efforts to understand consumer behavior led to the

development of numerous general models that represented the

key influences on consumers globally. Sheth and Sethi (1977)

created a thorough theory of cross-cultural consumer

behavior in an early attempt to explain disparities among

cultures in their perceptions, evaluations, and consumption

behavior of a generic product or service. The language,

religion, education, roles, norms, personality, way of life,

socialization, and tradition were all taken into account by

this model of consumer behavior. Samli (1995) asserts that

customer behavior may.

 A collection of individuals is connected to a certain

community's beliefs and ideologies. When a person comes from

a particular community, his/her behavior is highly

influenced by the culture relating to that particular

community. Some of the cultural factors are:

Culture

Cultural Factors have a strong influence on consumer buying

behavior. Cultural Factors include the basic values, needs,

wants, preferences, perceptions, and behaviors that are

observed and learned by a consumer from their near family

members and other important people around them.

According to (Money, Gilley, and Graham, 1998)

Currently, culture has a significant impact on how consumers

behave. For instance, ladies in West Bengal would choose to

purchase conventional sarees over Western-style clothing. It

is a crucial component of the environment we live in.

Everything that sets man apart from other animals and points

to his social essence is considered to be a part of culture,

including ideas, relationships, religions, rituals, habits,

art, and much more. Stable behavioral models, particularly

in consumer-based behavior, are a blatant example of

culture. For Thanksgiving, turkey is a customary dish in

mainstream American society. Only in the United States can

chicken producers and retailers anticipate spikes in demand

around the Thanksgiving holiday because to this culturally

specific tendency.

Subculture

Within a cultural group, there exists many subcultures.

These subcultural groups share the same set of beliefs and

values. Subcultures can consist of people from different

religion, caste, geographies and nationalities. These

subcultures by itself form a customer segment.

According to (Zaltman 1965). Due to their comparatively

uniform norms, attitudes, and behaviors, subcultures are

fascinating sociological units for market research and

segmentation . The focus of previous research on subcultural

consumption patterns has been on ethnic or other labeled

subcultures, such as African American, Hispanic, Italian,

Jewish, and WASP (see, for example, Hirschman 1981, 1985;

Wallendorf and Reilly 1983), which, despite some general

similarities, frequently display such diversity of

consumption preferences as to severely limit their potential

as market segments (Deshpande, Hoyer, and Donthu 1986).

Instead, this study looks at subcultures that choose

themselves based on similar consumer preferences (cf.

Donnelly and Young 1988).

Social Class

Each and every society across the globe has the form of

social class. The social class is not just determined by the

income, but also other factors such as the occupation,

family background, education and residence location. Social

class is important to predict the consumer behavior.

According to Dominquez and Page (1981a, 1981) Status

revolves around the family and its place in the community

based on home type, location, and value, interactions, and

memberships as well as education, family, background, and

occupation, so class is best suited to those consumer

decisions that are predominantly individually, rather than

jointly, made or delegated to the family social Class is

also best suited to those values, lifestyles, and

communicate.

Personal Factors

Factors that are personal to the consumers influence their

buying behavior. These personal factors differ from person

to person, thereby producing different perceptions and

consumer behavior

Some of the personal factors are:

Age

Age is a major factor that influences buying behavior. The

buying choices of youth differ from that of middle-aged

people. Elderly people have a totally different buying

behavior. Teenagers will be more interested in buying

colorful clothes and beauty products. Middle-aged are

focused on house, property and vehicle for the family.

According to Kotler and Armstrong (2013), "People change

the goods and services they purchase throughout the course

of their lifetimes," and for this reason age has always been

a crucial variable in segmenting markets in the commercial

sector. According to Kotler, Armstrong, Harris, and Piercy

(2014), consumers go through a variety of life stages, hence

many companies have created niche markets by focusing

exclusively on one age group with their products and

services (Schiffman et al., 2008).

Income
Income has the ability to influence the buying behavior of a

person. Higher income gives higher purchasing power to

consumers. When a consumer has higher disposable income, it

gives more opportunity for the consumer to spend on

luxurious products. Whereas low-income or middle-income

group consumers spend most of their income on basic needs

such as groceries and clothes.

According to (Kotler et al., 2014) .Choices of goods and

services will be influenced by a person's financial

circumstances, notably their income or the income of their

family . Due to the emphasis on good value, getting more for

less, and a pay-less message, businesses in the commercial

sector produce goods that are cheaper but of poorer quality.

In higher education, there has been a great deal of concern

about the idea that income influences choices, and many

researchers have fought a battle to reduce this affect (e.g.

Ball, Davies, David, & Reay, 2002; Reay et al., 2002),

despite the fact that income is strongly linked to social

class and it is frequently difficult to separate the two

variables.

Occupation
Occupation of a consumer influences the buying behavior. A

person tends to buy things that are appropriate to this/her

profession. For example, a doctor would buy clothes

according to this profession while a professor will have

different buying pattern.

Lifestyle

Lifestyle is an attitude, and a way in which an individual

stay in the society. The buying behavior is highly

influenced by the lifestyle of a consumer. For example when

a consumer leads a healthy lifestyle, then the products he

buys will relate to healthy alternatives to junk food.

According to (Kotler and Armstrong, 2013) Lifestyle

encompasses more about people than just their social class

or age, hence in the commercial realm of marketing there has

been a significant trend away from reliance on single

characteristics and toward lifestyle segmentation. Although

the concept of lifestyle in the study of consumer behavior

in higher education is still in its infancy, one study

attempted to classify participants into subgroups based on a

variety of factors rather than just their own personal

characteristics.

Economic Factors
The Economic Factors are the factors that talk about the

level of sales in the market and the financial position of

the consumer, i.e. how much an individual spends on the

purchase of goods and services that contribute to the

overall sales of the company.

Personal Income

A person's purchasing power rises in tandem with their level

of disposable income. The money that is left over after

meeting a person's fundamental necessities is referred to as

disposable income.

More discretionary income results in higher spending on a

variety of goods. But concomitant to the decline in

disposable income was a decline in multi-item spending.

Family Income

Family income is the total income of all the members of a

family's members.Family income affects the consumers'

purchasing decisions family. The extra money earned by the

household after the spending is done on the family's

essential requirements accessible for purchasing retail

items, durables, and luxury.

Income Expectations
One of the key factors determining future income is

expectations.

of an individual's purchasing habits. Assuming he has any

Having more money means he can be inclined to spend

more.indulgences, retail items, and durable things. The

other hand On the other hand, if he anticipates a reduction

in his future income, he will reduce his spending on frills

and pleasures and limit his spending to the absolute

minimum.

Savings

Savings also affect a person's purchasing decisions

individual. A variation in the amount saved causes a shift

in an individual's spending. If someone decides to increase

his savings from his current salary, he will Spend less on

luxury items and comforts.

Liquid Assets

The term "liquid assets" refers to those that can be

converted. without any loss, swiftly into cash. Liquid

assets consist of cash on hand, money in the bank,

marketable securities, etc.

With greater liquid assets, the person makes a purchase.

luxury & comforts. In contrast, if he has less He cannot

spend any more money on purchasing luxuries and luxuries.

Correlations between measures

Theoritical Framework

According to the current "theory of consumer behavior,"

the first model of the consumer decision-making process was

created by Howard in 1963 and revised in 1969. The new model

integrates the various psychological, social, and market

pressures on the knowledge and choice of the buyer. (1969;

Howard and Sheth).

 The Decision Making Theory was developed by Nicholas

Bernoulli and Oskar Morgenstern and is based on the

cognitive process of anticipating choice results. Economic

and psychological elements such as social and cultural

values influence consumer behavior, and value and

satisfaction were added as modifications. Allen Shocker

highlights the difficulty and procedures involved in

decision-making, and the level of participation is still a

crucial consideration. Marketing activities have a

significant impact on consumer behavior, which is the

process of identifying needs, looking for ways to meet them,

and making purchases. This process is referred to as

gathering, analyzing, developing plans, and carrying them

out to successfully purchase the desired product. The

psychology of the consumer heavily influences their

behavioral approach.

Conceptual Framework
 Independent Variable Dependent

Varible

Factors of Consumer
behavior;

 Psychological
Level of consumer
 Social buying behavior

 Cultural

Figure 1- Conceptual Framework of the Study

Shown in Figure 1 is the conceptual framework of the study

showing the Factors that influence consumer's behavior

(independent variable) and showing the relationship of

Consumers Buying Behavior (dependent variable).

Significance of the Study

The present study aimed in coming up with measures that

will assess consumers’

buying behavior towards street food in Dapitan City.

Specifically, this research is of meaning and significance

to the following:

FOOD BAZAAR OWNERS. In order to improve their food bazaar

and draw in a lot more consumers, the proprietors can

benefit from this study by better understanding and knowing

the references and behavior of customers there.

LEST FUTURE RESEARCHERS. Researchers who desire to

undertake research in the same area as this study—namely,

the topic of food—might find this study to be useful as a

resource and a guide. TO THE READERS. The primary notion of

food bazaar, as well as its history, are explained for the

benefit of future readers.

STUDENT. Their understanding of the relevance of quality,

price, time, and risk avoidance as a basis for their

shopping decisions will be enhanced by the study's findings.

 TEACHER. The provided information would help the teachers

have a deeper grasp of this study and help them recognize

the characteristics of small company consumers.

Scope and Limitation

This study will focus on the Predictors of consumers

Buying Behavior towards Food Bazaar's in Davao City during

the Year 2022-2023 Initially, this study will confine itself

to conducting a survey questionnaire, and direct interview

of the current customers of financial intermediaries

included in the studies.

Defination of Terms

The researchers defined the terms according to how they

are used in the study in order to make an easy understanding

of the problem and avoid ambiguous meanings.

 Operational defination of terms - entails opting to

purchase food bazaar from a seller on the street for

consumption by oneself or a group while traveling around

Davao City. It is a synonym for "consumer buying behavior,"

which refers to individuals as opposed to businesses.

Personal, cultural, social, economic, and psychological

aspects all have a part in influencing consumer behavior,

making them crucial to any marketing strategy.

Food bazaar -Refers to different stalls in one place

selling varieties of food with a setup of tables and chairs

like a food court.

 CHAPTER 2

METHOD

Research Method

Methodology refers to the analysis of the methods used

appropriate to a field of Study. It is a systematic way of

accomplishing certain tasks and is defined as a collection

of procedures, techniques, tools, and documentaries aids

that helps a software developer to speed up and simplify the

software development process (Pressman, 2001).

 In this Research, a combination of methodologies was

used. This Chapter describes the methodology for this

dissertation and the methodology that is used for system

development.

Research Design

Non experimental quantitative research design specially,

description, prediction design. It is the most appropriate

research design that can be used in this study since the

study aims to determine the predictors of consumers buying

behavior of (selected) Food Bazaar's in Davao City.

According to Cooper and Schindler (2013), descriptive

correlational research design shall be used when the study

aims to determine relationship between two or more variables

in the study.

Research Locale

Davao City, often known as the City of Davao, is a first-

class, highly urbanized city on the Philippine island of

Mindanao. The city is the largest in the Philippines in

terms of total land area with a total size of 2,443.61 km

(943.48 sq mi). After Quezon City and Manila, it is the

third most populated city in the Philippines. It is also the

most populous city outside of Metro Manila and the most

populous in Mindanao.

This investigation was conducted in Davao City, specific

locations are Toril, Puan and Roxas night market. Random

individuals who agreed to participate in answering the pre-

made questionnaires were chosen by the researchers. This

allows the researchers to gather information and determine

how consumers' purchasing decisions are impacted by

traditional and internet retailers.

Map of the Philippines

Map of Davao City
Respondents of the Study

In this survey, 150 Davao City residents would

participate as respondents. The responders will be chosen at

random by the researchers. Each sample has an equal chance

of being chosen when using the sampling technique known as

random sampling. A randomly selected sample is intended to

be a fair reflection of the entire population.

Research Instrument

The research design used in this study is a constructed

questionnaire whose items were lifted from relevant

literatures which underwent content validation and internal

validity using Cronbach Alpha. It consists of two parts :

part 1 is respondents profile and Part 2 which determined

respondents level of factors that predicts consumer buying

behaviour. A 5 - point Likert scale of: 5) Strongly Agree,

4) Agree, 3) Neutral, 2)Disagree, and 1) Strongly Disagree.

Data Gathering Procedure

 To be able to conduct this study, the following steps

were done by the researchers.

Letter of Permission

To perform the study outside of the institution, the

researchers requested a letter of authorization. The

research adviser took note of the letter and forwarded it to

the department for confirmation and clearance.

Administration of Questionnaires

The researchers created the surveys once the letter was

approved. The goal of the survey was explained to the

respondents by the researchers. The surveys were given out

and administered by the researchers to the respondents.

Retrieval, Tabulation and Interpretation of Data

The researchers retrieved the surveys once the

respondents completed them and tabulated, analyzed, and

interpreted the results.

Data Analysis

To give meaning to the data gathered, statistical

treatments were done to analyze and interpret data are as

follows:
 -Mean will be used to determine the respondent’s level of

factors that predicts consumer buying behaviour in terms of

psychological, cultural, person and economic factors.

Range of means Descriptive level Interpretation

Consumer behavior

is very evidently
4.21-5.00 Very High
manifested by the

responedents.

Consumer behavior

is very evidently
3.41-3.20 High
manifested by the

respondents.

Consumer behavior

is very evidently
2.61-3.40 Average
manifested by the

respondents.

Consumer behavior

is very evidently
1.81-2.60 Low
manifested by the

respondents.
 Consumer behavior

is very evidently
1.00-1.80 Very Low
manifested by the

respondents.

Ethical Consideration

Data confidentiality will be strictly upheld by the

researchers. By citing the names of the writers whose works

will be used in this study, the researchers will also adhere

to accepted intellectual norms and copyrights. The

researchers will also be truthful about the study's

findings.

References

Questionnaire