Preference of Selected Grade 12 Students of General de Jesus College Towards Buying Foreign Brands


  • Nina Kylie Carillo General de Jesus College
  • Alena Winona Gatchalian General de Jesus College
  • Moses Eli Jose General de Jesus College
  • Adrian Besorio General de Jesus College
  • Sean Gil Benedict Talens General de Jesus College
  • Shaine Louise Manalo General de Jesus College


Business, Preference, Purchasing Behavior, Local Brands, Foreign Brands


With the increased availability of foreign items, consumers have more options, which might lead to difficult purchase decisions. Research has shown that customers frequently associate foreign brands with superior features, particularly in emerging economies where local brands are unrecognizable. This study aims to identify the factors that impact each consumer's choice while purchasing foreign brands. The researcher employed marketing dimensions through the descriptive research method to carry out the study. It focused mainly on 248 Grade 12 senior high school General De Jesus College students. The structured questions were used as the foundation of the survey to gather data, determine, examine the respondents' preferences when purchasing foreign brands, and discuss the implications of the findings on the local brands. The selected Grade 12 students from ABM, HUMSS, and STEM strands participated in this study. The results showed that the respondents perceived that advertisements, brand equity, celebrity endorsements, country of origin, quality, and price play a significant role in their preference when buying foreign brands. The researchers found that the respondents generally preferred foreign brands of products and services. This indicates that consumers preferred foreign brands to local brands, considering all the factors as their preference. The results also demonstrate the implications for manufacturers and local brands sellers. Finally, the results demonstrate that businesses need to understand and use these factors effectively to position local and foreign brands more effectively in the global marketplace. By leveraging the factors influencing consumers' preference for local and foreign brands, businesses create a more compelling brand image and increase brand recognition, ultimately leading to increased sales and profitability.