EXPLORING BUYING HABITS: CONSUMER BEHAVIOR TRENDS IN ABM STUDENTS AT BESTLINK COLLEGE OF THE PHILIPINES BULACAN CAMPUS

Abstract

The significance of this study lies in its potential to uncover the underlying factors that influence ABM students' purchasing decisions. By analyzing their preferences for products and services, the impact of marketing campaigns, and the role of digital platforms, this research offers valuable insights into the evolving consumer landscape shaped by these young minds. Furthermore, these findings could inform academic curricula, allowing educational institutions to align their teachings with real-world market dynamics. This would better prepare students for their future careers in accountancy, business, and management. This study utilizes a descriptive research design to provide a comprehensive snapshot of consumer behavior trends among ABM students. Descriptive research is chosen for its ability to offer an accurate depiction of the current situation and identify patterns within a specific group. To explore buying habits among ABM students, surveys or questionnaires are employed to collect quantitative data. The survey includes questions on purchasing frequency, preferred brands, and factors influencing buying decisions. The data is analyzed using statistical methods to derive insights into consumer behavior trends within the ABM student demographic. An online questionnaire was used to gather responses from participants. The researchers developed a questionnaire consisting of 10 questions, which was administered to 20 respondents to gather their perceptions and understanding. Once the questionnaire was completed, the responses were tallied. The data collected was analyzed using frequency and percentage calculations, which were then used to interpret and analyze the results. The exploration of buying habits and consumer behavior trends among ABM students at Bestlink College of the Philippines for the academic year 2023-2024 revealed several key insights. A noticeable shift towards online shopping platforms was observed, with peer recommendations and social media advertisements strongly influencing purchasing decisions. Moreover, sustainability and ethical considerations played a significant role in students' choices, reflecting a growing awareness of environmental and social impact. Additionally, a tendency towards impulsive purchases highlighted the emotional aspect of consumer behavior, underscoring the complex nature of decision-making among this demographic.