Analysis of the Purchasing Behavior of Mahiwaga Café Customers: Basis for Proposed Action Plan

Vol.4, No.1

Abstract

The process of seeking, purchasing, and evaluating products or services that the customer
expects to meet their needs is referred to as purchasing behavior. The Mahiwaga Cafe is a
small business that offers food and beverages located at Congressional, Quezon City. The
concept of Mahiwaga Cafe is to establish an environment with an easygoing and family-
oriented atmosphere, allowing customers to experience Mahiwaga in all possible ways. This
study aims to determine the purchasing behaviors of Mahiwaga Café customers in terms of
cultural, social, personal, and psychological factors. Also, to propose an action plan
regarding the problem encountered by Mahiwaga Café customers.

Based on the gathered data, presents a significant difference between the assessments of
purchasing behavior when grouped according to profile. It reveals that, in terms of civil
status, since the t-value 2.759 is outside the t-critical value of 2.048, the null hypothesis is
rejected. In terms of Age, since the F-value of 3.88 is outside the F-critical value of 2.98, the
null hypothesis is also Rejected. It concludes that there is a significant difference between
the assessment of purchasing behaviors when it comes to Civil Status and Age. On the
other hand, in terms of Gender, since the t-value 1.12 is within the t-critical values of 2.05,
the null hypothesis is Accepted. In terms of Monthly Income, since the F-value of 0.17 is
within the F-critical value of 2.98, the null hypothesis is also Accepted. It concludes that
there is no significant difference between the assessment of purchasing behaviors when it
comes to Gender and Monthly Income.

The researchers recommend that Mahiwaga Cafe should have suitable strategies for
demographic profiles to befit and obtain the other age groups, gender, civil status, and
monthly income to integrate more customers. The business should also consider all the
internal influencing factors, which are cultural, social, personal, and psychological, to cater to
all the customers. Mahiwaga Café must refocus and develop new strategies that provide
products and services to all customers. The researchers highly recommend Mahiwaga Café
to use the action plan created by the researchers.