Millennial Consumer Purchasing Behavior on Product Origin

Abstract

This study aimed to determine the effects of product origin on the consumer decision making the process of the millennial when purchasing smartphones. The researcher constructed a questionnaire which was used to collect the necessary data. Data gathered from the surveys were then subjected to statistical treatment, and mathematical tools such as percentage, frequency, and weighted mean were utilized. On the extent of the effect of product origin in terms of “brand equity,” “product quality,” “price,” and “marketing strategy adopted,” the result revealed that the dominant perception of the millennial respondents was “to a great extent.” On the other hand, millennial respondents perceived “consumer ethnocentrism” aspect was “to some extent.” When the respondents’ assessment on the extent of effect of product origin on consumer behavior were grouped according to age, occupation and average monthly income, there was no significant difference in all aspects –“brand equity”, “product quality”, “price”, “marketing strategy adopted”, and “consumer ethnocentrism”. When grouped according to gender, there was no significant difference on “product quality, price,” “marketing strategy adopted” and “consumer ethnocentrism”; however there was a substantial difference in “brand equity” aspect. When grouped according to civil status, there was no significant difference on “brand equity,” “price,” “marketing strategy adopted” and “consumer ethnocentrism”; but there was a substantial difference in “product quality.” When grouped according to highest educational attainment, there was no significant difference on “product quality,” “marketing strategy adopted” and “consumer ethnocentrism”; however there was a substantial difference in “brand equity” and “price” aspects.