THE IMPACT OF PRODUCT RECOMMENDATION ON THE PURCHASING BEHAVIOR OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS OF IMMACULADA CONCEPCION COLLEGE

Abstract

Product recommendation has become an increasingly popular strategy for influencing consumer purchasing decisions due to its convenience and effectiveness (Gaspar, 2021). Additionally, it has created new opportunities in digital marketing, shaping the way modern traders promote their products. In today’s marketplace, the overwhelming variety of products and services makes it challenging for consumers to make informed decisions. As a result, product recommendations have gained traction for their ability to streamline the decision-making process by offering convenience, a wide range of alternatives, and easy comparisons of prices and product quality.

The type of recommendation used can significantly impact consumer purchasing behavior. To enhance sales and improve customer experience, businesses implement product recommendation systems designed to guide consumers toward suitable choices. However, while product recommendations offer advantages such as increased convenience and efficiency, they may also have drawbacks, including potential bias and over-reliance on algorithm-driven suggestions.

This study aims to examine the impact of product recommendations on the purchasing behavior of Grade 12 Accountancy, Business, and Management (ABM) students at Immaculada Concepcion College, analyzing both their benefits and potential drawbacks in shaping consumer decisions. This study employs a quantitative research approach. According to Bhandari (2020), quantitative research involves the systematic collection and analysis of numerical data. A descriptive research design is utilized, as it focuses on observing and analyzing the impact of product recommendations on purchasing behavior without manipulating variables.

To gather data, the researchers developed a survey questionnaire as the primary research instrument. The survey was administered through Google Forms to ensure accessibility and efficiency in data collection. The study employed random sampling, a probability sampling technique, to ensure that the selected sample is representative and aligned with the study’s objectives. The results of this study highlight the significant role of product recommendations in students' purchasing decisions.

Table 1 presents an average weighted mean of 3.513, indicating that the majority of students prioritize product quality, price, and product recommendations when making purchasing decisions.

Table 2 reveals an average weighted mean of 3.456, interpreted as strongly agree, suggesting that respondents are generally more satisfied with their purchasing decisions when influenced by product recommendations.

Table 3 reports an average weighted mean of 3.43, also interpreted as strongly agree, demonstrating that respondents believe product recommendations help them discover relevant products that align with their needs and preferences. The findings of this study indicate that the majority of respondents prioritize product quality and price when making purchasing decisions. Additionally, respondents express greater satisfaction with their purchasing behavior when influenced by product recommendations.