1

Republic of the Philippines

Department of Education
Division of Lapu-Lapu City
Science & Technology Education Center
Science & Technology High School

AN APPLE A DAY KEEPS THE CONSUMERS AT BAY: A

QUANTITATIVE RESEARCH

An Action Research Presented

to the Faculty of
SCIENCE AND TECHNOLOGY EDUCATION CENTER
Science Junior High School
Basak, Lapu- Lapu City

In Partial Fulfillment of the

Requirements for Grade 10

Atasha Nicole G. Bahande

March, 2020
 2

ABSTRACT

Title: AN APPLE A DAY KEEPS THE CONSUMERS AT BAY: A

QUANTITATIVE RESEARCH
Keywords: Purchase intention, Apple, product, perceived quality, perceived
price, social influence, and brand awareness
Reseachers: Atasha Nicole G. Bahande
School: Science and Technology Education Center

Adviser: Ms. Reyna May Dolera

Pages: 61
--------------------------------------------------------------------

In the worst competitive market the consumer products manufacturing

industries pay attention on customer purchase intention for maintain their

repute in market and enhanced their goodwill.

This study specifically seeks to: 1) to determine which factor has the

strongest correlation to purchase intention; and 2. Test if there are any

significant relation with purchase intention.

This study follows the quantitative method; questionnaire will be filled

by 100 respondents. Data screening and cleansing will be done to ensure

that collected data are able to be used, reliable and also valid to check the

causal relationship.

In addition, the relationship of the factors affecting purchase intention

of Apple consumers towards Apple products will be analyzed using Pearson

 3

correlation at the same time regression analysis issued to determine the

extent of relationship between the independent variables on purchase

intention.

In conclusion, all four factors, brand awareness, perceived price,

perceived quality, and social influence significantly and positively affect

purchase intension to Apple consumers. Strongest positive correlation

occurred between perceived quality and purchase intension which proves

perceived quality is the most important factor of all which determines

purchase intention.

As recommendation, a replication of this study is proposed. Future

research can consider various other factors affecting purchase intension like

functional value, new product arrival/ product life. The sampling must be

larger to be able to present the population more. The criterion must be more

specific to make sure that the respondents are of the same characteristics.
 4

ACKNOWLEDGEMENT

The researcher wish to express her sincerest thanks and deep

gratitude to the people who, in one way or another, helped in the realization
of this Action Research. Researcher’s appreciation and gratitude for the
assistance rendered by the following:

Ms. Reyna E. Dolera, researcher’s adviser, for his valuable suggestions

for the improvement of this study; She is also the researcher’s mentor, and
indebted for her valuable advises, guidance and assistance in completing this
investigatory project;

The researcher is earnestly thankful for the support of her parents,

whose unconditional love, support and understanding inspired them to excel
in their study;

Most of all, the Lord God Almighty, for whom words are not enough to
express their deepest gratitude to the wonderful gift of life, strength,
knowledge, wisdom, courage and perseverance.

To everyone the researcher may have forgotten to acknowledge who in

one way or another helped make this Action Research possible, her sincerest
thanks and gratitude to all.

Atasha Nicole G. Bahande

 5

Table of Contents
TITLE PAGE 1
ABSTRACT 2
ACKNOWLEDGEMENT 4
TABLE OF CONTENTS 5

CHAPTER I
THE PROBLEM AND ITS SCOPE
Introduction
Rationale of the Study 7
Statement of the Problem 11
Statement of Hypothesis 12
Statement of Null Hypothesis 12
Significance of the Study 13
Limitation of the Study 14

CHAPTER II
RRL 15
Theoretical Framework 23
Conceptual Framework 24

CHAPTER III
RESEARCH METHODOLOGY
Research Design 26
Research Environment 26
Research Respondents 27
Research Instruments 27
Research Procedures 28
Research Statistical Treatment of Data 29
 6

CHAPTER IV
RESULTS AND DISCUSSION
Significant Findings 30
Conclusion 35
Recommendation 36

REFERENCES 37

APPENDICES
a. Survey Questionnaire 39
b. Survey Results 49
c. Transmittal Letter 56
d. Information Gathered and Data 58
Calculations using SPSS
e. Curriculum Vitae 60
 7

Chapter I
The Problem and its Scope

Rationale of the Study

Apple is the most valuable brand in the world. They are worth 87%

more than the second most valuable brand, Google. To say Apple is in a

class of their own might be an understatement. They have been ranked the

most valuable brand every year since Forbes started evaluating the richest

brands in 2010. Apple is popularly known as an innovator in the personal

computer and electronics market. Even though Apple experiences great

competition from its rivals, the company capitalizes on its core competencies

to stay ahead of its competitors. Apple designs and develops its own

operating system and hardware unlike like its competitors including

Samsung and Motorola, who use Google’s operating system known as

Android.

Apple’s products took part in the continuous and unpredictable

technological advancements, its products and notably the iPhones leapfrog

other substitutes and other technological gadgets to let Apple in a winner-

takes-all market position. These small hand held devices have so much to

offer to customers (Mackenzie, 2011).

 8

Apart from being a company which has revolutionized the technology

domain, apple has come to be recognized as the company with the

difference. Its achievements have left many spellbound for years and apple

with its consistent performance and innovative products still continues to do

so. Most of the companies in the technology space focus on one or two core

sectors, but apple is involved in all of them. Apple not only produces its own

hardware and its own operating system. The application on apple products

also run only on its hardware and operating systems. It can said that apple

has combined characteristics of companies like Dell, Sony, Microsoft & Acer

Technologies. Conventional wisdom would suggest that apple is doing it all

wrong, it is involving itself in almost everything and keeping itself close.

The technology; which make the apple products [Link]

means that it is one of its kind and its features are not common which could

not be found in other products of similar type. Apple products are unique

and cannot be substituted with other general products. This results in it

having a better margin for higher profits.

Apple products are lifestyle products which is focused to support the

mass market and provide considerable offerings like music, video, internet

all under one product. Most of apple products have the above common

features.
 9

Apple has created an ecosystem of its own by linking the functionality

of the product with other apple [Link] eg, Ipod remains uniquely

competitive because Itunes are accessible only through Imac and vice versa.

Apple inc is the leader in the category it serves. Not only apple follows

what it believes in but also leads by example. Apple has consistently done

that and has radically redefined a product category by creating its own

distinctive business model. Apart from being passionate, Apple Inc has

surprised by exceeding expectations of the marker but technologically and

financially.

The purpose of the primary research is to gauge the interest of people,

their conception and the degree of their satisfaction with Apple products. The

primary objective of this field study is to identify the brand components of

Apple and to show how its product attributes, perceived by customers in

their decision making process of buying a particular brand of gadget. A good

knowledge of our respondents' needs and preferences corresponding to

smartphones would help understand their brand knowledge, awareness and

loyalty. Also, this will give a clue about the importance of the brand name

and identity in shaping the consumer brand preference.

Regarding of the paper's purpose and to put in evidence the consumer's

perceived value of the Apple brand, it was chosen to do primary research

 10

using a questionnaire since it suits mostly the survey. In fact, the survey

research is the most widely used method to collect primary data. It is

characterized by flexibility and it help to obtain different kinds of information

in many different situations (Kotler et al ., 2005, 119). In addition, the

major reason for choosing this method is based essentially on one special

advantage; it is the absence of subjectivity. Consequently, our opinions will

not be included in the respondents' answers formulation. The questionnaire

contains uniform questions and there is no bias. However, it's very

challenging to achieve the goal of no-bias by some other research methods,

such as focus group discussion or in-depth interview since the verbal clues

and real-time discussion by the researcher would impact and shape the

attitudes of answerers to a certain extent.

 11

The Problem

Statement of the Problem

In competitive market the consumer products manufacturing

industries pay attention on customer purchase intention for maintain their

repute in market and enhanced their goodwill. This study aims to determine

the factors affecting purchase intention of Apple consumers.

The study quest to answer the following question or problem:

1. Does the following factor has any significant relation with purchase

intention?

a. Brand Awareness

b. Perceived Quality

c. Perceive Price

d. Social Influence

2. Which factor has the strongest positive correlation that determines

purchase intention?
 12

Statement of Hypothesis

Ho1: The following factor has any significant relation with purchase

intention.

a. Brand Awareness

b. Perceived Quality

c. Perceive Price

d. Social Influence

Statement of Null Hypothesis

NuHo1: The following factor has no any significant relation with purchase

intention.

a. Brand Awareness

b. Perceived Quality

c. Perceive Price

d. Social Influence
 13

Significance of the Study

Research works like these are aimed mainly to discover the factors affecting

purchase intention of Apple consumers. Purchase intention is a consumer

future intent to buy particular goods and services within a short time. This

plan is developed by consumers through consumer perceived quality,

perceived price, social influence and brand awareness.

Specifically this study benefits the following:

Other Technology Companies. Understanding factors affecting purchase

intension will definitely help other brands to formulate better promotion mix.

This investigation would help many entry level global smartphone brands to

formulate their promotion mix to take advantage of demand.

The Community. That through this study, they become appreciative of the

factors that may affect their purchase intention.

The Researchers. The making of this paper enhances their skills in

research, improves their knowledge and cultivates their interest in

discovering. To investigate the extent to which brand awareness, perceived

quality, perceived price, and social influence impacts purchase intention of

Apple Consumers towards Apple products

STEC Students and Future Researchers. This is a source of knowledge

for them of which they can base their future studies

 14

Scope and Limitation

A quantitative approach is used in the study. This research study is

explanatory and hypothesis testing approach is adopted to examine the

determinant nature of relationship and differences between the factors

affecting purchase intention of Apple consumers to Apple products. The

standardized, researcher-made and validate instruments will be used. The

timeline will be one (1) week. The name of the consumer is being withheld

to ensure anonymity.
 15

CHAPTER II

Review of Related Literature

Purchase Intention

Consumers’ stated purchase intentions are one of the primary inputs

that marketing managers use to forecast future sales and to determine how

the actions they take will impact consumers’ purchasing behavior. Between

70 and 90 percent of clients of market research suppliers indicated in a

study that they regularly measure and use purchase intentions. 1Purchase

intentions are frequently measured and used by marketing managers as an

input for decisions about new and existing products and services. Purchase
2
intentions are correlated and predict future sales, but do so imperfectly.

While managers’ widespread use of purchase intentions measures suggests

that they believe that they are good proxies for what consumers will do in

the marketplace, we have long known that they are correlated with but are
3
imperfect predictors of future consumer behavior. Consumers often have

every intention of purchasing a product in a given time interval, for example,

they may plan to replace their current car with a new one within the next six

months, but they may fail to fulfill their intentions. Purchase intention is the

preference of consumer to buy the product or service. In another words,

1
Jamieson and Bass, 1989
2
Morwitz, 2014
3
Namias, 1959
 16

purchase intention has another aspect that the consumer will purchase a

product after evaluation. Many factors affect the consumer’s intention while

selecting the product and the ultimate decision depends on consumers’

intention with large external factors . 4Decision making about purchase is

affected by the group in selection procedure of a brand for known products.

The selection of a brand based on group cohesiveness of the brand. 5The

information about the brand have been used by the other group members

also affect the decision to skip the existing brand and to move on to the

purchase those brand that is using by other group members. 6So the great

orientation to consumer’s members impact to other members to buy

particular brand used by the other group members 7. Many factors intended

to purchase intention which is customer knowledge, perception of

consumers, product packaging or design and celebrity endorsement etc.

Brand Awareness

Brand awareness related to the consumer’s ability to identify and recall

a brand at any various circumstance 8. Our first variable, Brand awareness

consists of brand recognition as well as brand recalling. Brand recalling is

whenever consumers notice a product in its category, they can remember

and recall exact brand name. Brand recognition simply means consumers

4
Keller, 2001
5
Witt & Bruce, 1972
6
Witt, 1969
7
Moschis, 1976
8
Aaker, 1996
 17

recognize a brand when there is a brand sign. That is, consumers can tell a
9
brand properly if they ever heard or saw it . The level and manner of

awareness created by global smartphone brand has been the factors that

affecting in purchase intention of SEA Young Adults towards global

smartphone brands. Bhuian (1997) conclude that perceived quality mean

consumers’ subjective judgment about a particular product or services.

Brand awareness assists consumers to be familiar with a brand from a

10
product. Classification and make purchase decision. Brand awareness has a

great impact on the selections of global smartphone brand and it has been
11
earlier thought base in smartphone product classifications . Brand

awareness is also an important factor in the purchase intention, and global

smartphone brand used it to accumulate consumers’ mind as to influence

youth purchase decision making Global smartphones have high stage of

brand awareness that receive higher preferences from consumers because of

its brand recalling and brand recognition through its quality valuation .
12
Moreover, point out which brand awareness can be easily recognized from

width and depth. Width expresses infers when the consumers purchases a

product and therefore at the same time the brand name will come to their

Lin, 2006
9

Percy & Rossiter, 1992

10

Hoyer & Brown, 1990

11

Dodds et al., 1991; Grewal et al.,1998

12
 18

mind, along with depth means how to make consumers to distinguish and

recall the brand easily.13

Perceived Quality

According to Zeithaml (1988), perceived quality is being as a decision

or evaluation of the consistency of product specification or an judgement on

functionality of a product such as the size of the phone, screen size, phone

durability and portability. Garvin (1983) proposes that perceived quality

could be use as an antecedent based on users’ recognition while objective

quality can be use based on product or manufacturing orientation. However,

the actual variation between perceived quality and objective quality are lie

due the perceived quality is influenced by the product qualities’ that can be

an evaluation basis for consumers and the objective quality has a pre-
14
established standard to a product or services. Perceived quality varies to

actual quality for few reasons, viz., (a) an earlier awful product image may

influence consumers’ decision and future product quality judgement. Even if

the product quality changes, it would still be hard for consumers to trust that

the same product because of their earlier unsatisfactory experience (Aaker,

1996), (b) different views on producers and customers judgment over

quality scopes , and (c) objectively consumers seldom have sufficient

Hoefer & Keller, 2002

13

Aaker, 1991
14
 19

15
knowledge to assess a product. Though, despite having enough

information by the consumers, this information may be not enough in time

and inspiration to do a further discussion or judgment, and in the end, they

can only choose little significant information and make an valuation on

16
quality. Moreover, perceived quality is a relative concept that has the

individual attributes, comparative, and situational.

Perceived Price

Perceived price is one of the factors considering by consumers before

making decision about a certain product or services, it is an ordinary

phenomenon that consumers are carefully pay intention on the price of the

products or services before decides either they should buy or not.

17
Particularly consumer prefers for the reasonable price during of business

transaction. Therefore, it is essential for any company or store to put the

price based on the level of satisfaction that consumers expect and wants to
18
receive from product and service. The perceived price usually emerges as

one of the important determinant that lead the consumers’ decision to get

close with global smartphone advertising and it has been one of the major

factors that affecting students purchase intention towards global

Aaker, 1996; Morgan, 1985

15

Aaker,1996; Wan, 2006

16

Olson, 1977
17

McConnell, 1968
18
 20

19
smartphone brands. Different people have different perspectives and ideas

about the value for money, some people may think high price means high

value on the other hand some might think that not worth and so its not a

value for money.

Social Influence

The virtual communities are significant source of social influences,

which can affect students on purchase intentions towards global smartphone

brands20. This antecedent was based on social interactions, where some

group of friends, family or peer group can build a relationship or interests

with each other21, Members inside the communities can seek and share the

information that linked to the product brand (smartphone) and this factor

can affect on purchase intention of students studying in Malaysia towards

global smartphone brands. This perception of customer intention is mainly

based on the TRA22. Moreover, drawing the current human behavioral

intention, comprehensive understanding with the research literature of the

consumer purchase intention will significantly point out and tend to be laid

on the important antecedent factors or variables such as brand awareness,

perceived quality, perceived price, and social influence which experiential

study point out as strong antecedent of behavioral intention23.

Monroe & Krishnan, 1985

19

Bickart & Schindler, 2001

20

Kelman, 1958
21

Fishbein & Ajzen, 1975

22

Turley & Moore, 1995

23
 21

Through the past research it can be noticed that the most commonly

cited variables used to measure the factors affecting purchase intention on a

customer are brand awareness, perceived quality, perceived price, social

influence, and purchase intention. Moreover, it seems like most of commonly

used variables in research that was conducted in Asia on factor affecting

purchase intention on consumer were social influences, price, product

feature, subjective norms, and customer knowledge. However, in recently

showed that the most commonly cited variables used in researches that

were taken place in Asia in term of purchase intention on smartphone are

social influence, functional factors, and consumer satisfaction.24

The concept of purchase intention continued to be an important part of

marketing, though consumers’ buying decision making still remain very

25
complex . In other words, purchase intention could verify the consumer’s

action that can lead to the actual purchase and through recognition of the

potency of purchase intention, there is a high possibility or tendency to

purchase the certain product or service when the purchase intention is much
26
stronger. Purchase intention demonstrates that consumers follow need

identification means what they want in smartphone and why they want it,

information search through all means available those global smartphone

24
Gorban,2012; Noor et al., 2013; Tat et al., 2011
25
Ghania et al., 2014
26
Dodds et al., 1991; Schiffman &Kanuk, 2000
 22

offers, estimation of choices that make post- purchase and purchase

27
decision experience . Therefore, it can be said that purchase intention is a

useful tool that can be used to predict the consumer-buying behavior. Once

the individual makes a decision to purchase a particular product in particular

store or of company, they had been driven by their previous intention that

has been developed about the product.

27
Dodds, Monroe, & Grewal, 1991; Schiffman& Kanuk, 2000; Zeithaml, 1988
 23

Theoretical Framework

Buyer’s Characteristics

Buyer’s Decision Buyer’s

Marketing Process Response
Stimuli
Problem Recognition>
Information Search >
Alternative Evaluation>
Purchase Decision>
Post-purchase

Environmental Stimuli

Figure 1.1 Theoretical Framework

 24

Conceptual Framework

Brand
Awareness

Perceived
PURCHASE
Quality
INTENTION

Perceived Price

Social Influence

Figure 1.2 Conceptual Framework

Brand Awareness is used to measure the accessibility of the brand in

consume rmemory, and it comprises the brand recall (Faryabi et al., 2013; Jianlin

et al., 2010; Noor et al., 2013; Tih et al., 2013), brand recognition (Choi & Kim,

2013; Karampour& Ahmadinejad, 2014; Liu, 2013; Manjusha& Segar, 2013),

building of brand image (Khan & Rohi, 2013), brand attribute (Qamar,2013), brand

personality (Roorzy et al,2014), and brand acknowledge (Lekprayura,2012) all

these plays a significant role on consumers purchase intention since consumers try

to buy a well-known and familiar product or service (Keller, 1993;Macdonald &

Sharp, 2000).

Perceived quality is one of the major factors that influence Young Adults

purchase intention towards global smartphone brand (Roorzy et al.,2014). This

 25

variable includes product objective (Yee et al., 2013), product overall excellent

(Tatet al., 2011), product superiority (Noor et al.,2013), consumer satisfaction

(Gorban, 2012), product function (Khan, 2013), and product preference purpose

(Sainy, 2014).

Kotlerand Armstrong (2010) state price is an amount charged for a product

or service, or the totalof the values that customers exchange for the acquiring

benefits or using the product or service. Price is the basic amount of money

consumer wants to pay for in an exchange with products and services that they

think are valuable (Campbell, 1999).

Social influence setting is referring to as social pressure on consumer from

those that important to them such as peer group (Ibrahim et al., 2013), cultural

value (Yee et al.,2013), friends and family (Rajagopal, 2010), persuasion

conformity (Mothar et al., 2013),friend on social media (Hat et al., 2013),

norms(Vahabzadeh et al., 2014), Social influence is one of the major potential that

emerges as people tend to understand, relate to each other’s, and being

themselves.
 26

Chapter III
Research Methodology
Research Design

This study will utilize the quantitative methods of research employing

the exploratory approach. The profile of the respondents, specifically the age

and gender as well as their answers in the survey, are gathered in the

research study. Furthermore, the relationship and difference between the

variables will be statistically established.

Research Environment

The study is focused around the vicinity of Lapu-Lapu City, Cebu. It is

a first income class highly urbanized city in the region of Central Visayas,

Philippines. It is one of the cities in Metro Cebu in the Philippines. According

to the 2015 census, it has a population of 408,112, comprising 30

barangays. This research will focus on Apple consumers.

Figure 1.3 Map of Lapu-Lapu City

 27

Research Subjects

The respondents for this study are the residents of Lapu-Lapu City that

uses Apple products. In selecting such participants, the stratified random

sampling is employed.

Research Instruments

In conducting the study, a questionnaire will be used to gather data. A

standardized survey questionnaire will be distributed to all the respondents

together with the transmittal letter that proves the legality of the study.

The questionnaire will be divided into two (2) parts. Part I will ask the profile

of the respondents in terms of age, and gender.

Part II consists of 20 questions in Likert scale from 1-5 were used as a

data collection tool for this research. The questions were developed on brand

awareness, perceived quality, perceived price, and social influence.

Research Procedure

This study follows the quantitative method; questionnaire will be filled

by 100 respondents. The first part of the survey will be the respondents

personal/ organizational information and the second part of the survey will

use the measurement by Likert scale of 1 to 5.

 28

The questionnaire will be distributed to the respondents. Total sample

size of 100 selected. Sampling Technique: Stratified random sampling

method is used while ensuring fair representation of population in each

stratum. List of respondent using Apple products will be prepared and

questionnaire will be distributed using random numbers.

Data Screening and Data Cleansing:

Data screening and cleansing will be done to ensure that collected data

are able to be used, reliable and also valid to check the causal relationship.

SPSS package was explored to conduct rigorous data screening and also

cleaning. Through the inspection, certain data set will be found erroneous

along with outliers. The illustrative analysis will be re-conducted depending

on minimum as well as maximum columns until result implies that there will

be no problems from the outside of the data range or outliers.

Statistical Treatment of Data

The responses that will be gathered from the respondents will be

computerized and analyzed by utilizing Statistical Package for Social

Sciences (SPSS 20.0). Moreover, the frequencies and means will be utilised

to analyze the responses of the respondents. In addition, the relationship of

the factors affecting purchase intention of Apple consumers towards Apple

products will be analyzed using Pearson correlation at the same time

 29

regression analysis issued to determine the extent of relationship between

the independent variables on purchase intention.

 30

Chapter IV

Results and Discussion

Category F %
Entire group 75 100
I. Gender
Male 21 28%
Female 54 72
II. Income (per month)
P0- P4,999 56 75%
P5,000- P24,999 4 5
P25,000- P44,999 4 5
P45,000- P64,999 3 4
P65,000- P84,999 2 3
P85,000 or more 6 8
III. Age
10-15 19 25%
16-20 48 65
21-25 4 5
26-30 1 1
31-35 1 1
40-45 2 3
Table 1. Distribution of respondents (Gender, Income, and Age)

In terms of gender, Apple consumer has 21 (28%) males and 54

(72%) are female. This means that more female uses Apple products. Most

of the consumers has an average income of P0-P4,999 (75%). As for the

 31

age, mainly the 16-20 age bracket has the most Apple consumers consisting

48 (65%).

Significant Findings

Table 2.1 Descriptive Statistics

The descriptive statistics of the variables has been displayed in table

1.2. There are the 75 valid numbers of observations. Most of the costal

variables have mean greater than 2.5 which indicate that respondents have

positive intentions towards variables.

Correlation Analysis

Table 3.1 Correlation Analysis

 32

Perceived quality about apple products and purchase intention is

positively correlated and highly significant. Brand awareness and purchase

intention are positively correlated and also giving highly significant result.

Perceived price and purchase intention are positively correlated and highly

significant but social influence with purchase intention are not highly

significant.

Regression Analysis

Table 4.1 Regression Analysis

The regression results show that there is a strong relationship between

the perceived quality and purchase intention. Beta is .[Link] is good and

show that how much variation comes in dependent variable due to

independent variable. Adjusted R2 is .122 means that how much variation

comes in overall model due to independent variables.

 33

Table 4.2 Regression Analysis

Beta is .196 which shows that there is there is 19.6% variation

intensity in purchase intention due to independent. Regression results show

that brand awareness and purchase intention have significant result.

Adjusted R2 is .045 .It shows that the overall variation in model due to

independent variables.

Table 4.3 Regression Analysis

Beta is .282. It shows that there is 28.2% variation intensity in

purchase intention due to independent. Regression results show that

perceived price and purchase intention have significant results. Adjusted R2

 34

is .089 .It shows that the overall variation in model due to independent

variable.

Table 4.4 Regression Analysis

Here the beta is .208. It shows that there is there is 20.8% variation

intensity in purchase intention due to independent variable. Regression

results show that social influence and purchase intention have no much

strong significant [Link] R2 is .042 .It shows that the overall

variation in model due to independent variable.

 35

Conclusion

The study’s main purpose was to discover the relationship between the

independent variable (perceived quality, perceived price, brand awareness,

and social influence) and customer purchase intension. This study

investigate the factors effecting customers purchase intention .The main

purpose of this research was to explore above behavior in consumer

products in order to arrive at a reliable and accurate results. This paper

study was conducted for questionnaire improvement and development. The

sample size was 75 questionnaires in such type of studies which was

considered as an average. Data found reliable to all variable. Regression

process was executed to find out the results. In this study all independent

variable (perceived quality, perceived price, brand awareness, and social

influence) and dependent variable (purchase intention) are positively

correlated with each another and shows the significant results, but one of

the independent variable social influence does not show the highly significant

results.

Strongest positive correlation occurred between perceived quality and

purchase intension which proves perceived quality is the most important

factor of all which determines purchase intention. If a customer has

knowledge about the product and know about its features it’s obviously

increase its purchase intention. The quality of the product influences the

purchase intention of the consumers because it increases the products

 36

worthiness and reliability. Company must disclose all benefits and features

of product that it will increase the customer knowledge. Its ultimately

increase the customer’s purchase intention. There is a good chance for

company to catch customer attention towards product by consistently

keeping the quality of the product.

Recommendation

Based on the findings of the research, the researcher recommends the

following:

1. Future research can consider various other factors affecting

purchase intension like functional value, new product arrival/

product life.

2. The sampling must be larger to be able to present the population

more.

3. The criterion must be more specific to make sure that the

respondents are of the same characteristics.

 37

References
1. Abdul Razak, K., & Kamarulzaman, K. (2009). Malay culture and

consumer decision-making styles: an investigation on religious and ethnic

dimensions. Jurnal Kemanusiaan Bil, 11, 14-28.

2. Anholt, S. (2000), The nation as brand, Across the Board, Vol. 37, No. 10,

pp. 22-7.

3. Ann, MF. (2008), The digital consumer valuable partner for product

development and production, Cloth. Textiles Res. J., 26 (2): 177-190.

4. Berner, R., Khermouch, G. and Pascual, A. (2001),Retail reckoning,

Business Week Online, [Link]/magazine/content/01_50/

[Link]

5. Blackwell, R. D., Miniard, P. W. and Engel, J. F. (2001), Consumer

Behavior, The Dryden Press, Orlando, FL.

6. David, HS. And Benedikte, A. (2004), Factors predicting the effectiveness

of celebrity endorsement advertisements, Eur. J. Mark., 38(11/12): 1509-

1526.

7. Dileep, KM. (2006), Role of packaging in marketing product and

organization, [Link]. com/faculty-column/Fc337/fc337. html.

 38

8. Fung, RYK. , Chong, SPY. And Wang, Y. (2004), A Framework of Product

Styling Platform Approach: styling as intangible modules. Concurr. Eng., 12

(2).

9. James, FP. (2002), Experience use History as a segmentation tool to

examine golf travelers’ satisfaction, perceived value and repurchased

intention. J. Vacat. Mark., 8(4) :332-342.

10. Keller, K. L. (2001), Building customer-based brand equity: creating

brand resonance requires carefully sequenced brand-building efforts,

Marketing Management, Vol. 10, No. 2, pp. 15-19.

11. Madahi, A. and Sukati, I. (2012) The Effect of External Factors on

Purchase Intention amongst Young Generation in Malaysia. International

Business Research; Vol. 5, No. 8; 2012.

 39

APPENDIX A
(Survey Questionnaire)
40
41
42
43
44
45
46
47
48
 49

APPENDIX B
(Survey Results)

Figure 2.1 Age

Figure 2.2 Gender

Figure 2.3 Income

 50

Figure 2.4 The brand last longer than other brands

Figure 2.5 The materials used by the brand are natural

Figure 2.6 The brand has good functional quality

 51

Figure 2.7 The brand provides wide variety of designs

Figure 2.8 Designs of the brand is suitable for me

Figure 2.9 Designs of the brand have distinctive features

 52

Figure 2.10 Designs of the brand are trendy and fashionable

Figure 2.11 The brand is reputable

Figure 2.12 Brand name and image attract me to purchase

 53

Figure 2.13 Brand name is selected regardless of price

Figure 2.14 Brand reflects my own personality

Figure 2.15 Ads of the brand is attractive

 54

Figure 2.16 Ads of the brand attracts me to purchase

Figure 2.17 Window displays are attractive

Figure 2.18 Celebrities makes me want to buy

 55

Figure 2.19 Increases of price does not hinder me to purchase

Figure 2.20 The brand provides good value for money

 56

APPENDIX C
(Transmittal Letter)
 57

REPUBLIC OF THE PHILIPPINES

DEPARTMENT OF EDUCATION
DIVISION OF LAPU-LAPU CITY
SCIENCE & TECHNOLOGY EDUCATION CENTER
SCIENCE & TECHNOLOGY HIGH SCHOOL

January 29, 2020

ROWENA G. SAGARINO
Science and Technology Education Center
Junior High School Department

DEAR MADAM:

Warm Greetings!

The undersigned student is currently finishing her Action Research work at Science Technology
Education Center (STEC), Basak, Lapu-Lapu City. In compliance for the requirements of the course, the
undersigned student is now working on the research entitled,

“AN APPLE A DAY KEEPS THE CONSUMERS AT BAY: A QUANTITATIVE RESEARCH”

In this connection, the undersigned student is asking your permission and approval to conduct her
research about AN APPLE A DAY KEEPS THE CONSUMERS AT BAY: A QUANTITATIVE RESEARCH

Rest assured that the findings will be only shared within the researcher and the research adviser only and
will be utilized for the improvement of the researcher.

Thank you.

Respectfully yours,

ATASHA NICOLE G. BAHANDE

Student Researcher, Grade 10
Science & Technology Education Center
Junior High School Department

Noted by:

REYNA MAY E. DOLERA

Research Adviser
Science and Technology Education Center
Junior High Department

Approved by:

ROWENA G. SAGARINO
Principal I
Science and Technology Education Center
Junior High School Department
 58

APPENDIX D
(Information Gathered and Data Calculations using SPSS)

58
59

59
 60

APPENDIX D
(Curriculum Vitae)

CURRICULUM VITAE

Full name : Atasha Nicole G.

Bahande
Full Address : Pusok, Mustang
Bahande’s Residence, Lapu- Lapu City
Status : Single
Date of Birth: September 28, 2003
Age :16 years old
Citizenship : Filipino
Contact No. : 3400-964
Email Address: anbahande@[Link] ATASHA NICOLE BAHANDE

I. Education
Educational Attainment & Academic Honors and Scholarship

Degrees
Years Academic Distinctions/
Earned/ Being School Address
Attended Awards
Pursued

With Honors Grade7-10

Grade 8 Intrapersonal

Grade 9 Visual Spatial

Grade 9 Naturalistic
Science &
Technology 2016 District Slogan
Education Center Making Contest, 1st place
(STEC)
Secondary 2016 Division Slogan
2016- Present
Education Basak, Lapu- Making Contest, 3rd place
Lapu City, Cebu
2016 District Editorial
6015
Writing, 2nd place

2016 Division Peace Poster

Making Contest

2016 Division Written

MTAP Player

2018 District Slogan

60
 61

Making Contest, 1st place

2018 District Science

Investigatory Project, 2nd
place

2019 District Science and

Investigatory Project, 2nd
place

2019 Division Science and

Investigatory Project, 2nd
place

2019 District Radio

Broadcasting, 1st place

2019 Division Radio

Broadcasting, 3rd place

2010-2015 Math
Quiz Bee 1st place

2010-2016 MTAP
Participant

2015 1st Honor (Grade 6

Pusok, S.Y. 2015-2016)
Elementary
School 2014 1st Honor (Grade 5
Primary S.Y. 2014-2015)
Pusok, Lapu- 2010- 2016
Education 2013 1st Honor (Grade 4
Lapu City, Cebu
6015 S.Y. 2013-2014)

2012 1st Honor

(Grade 3 S.Y. 2012-2013)

2011 1st Honor (Grade 2

S.Y. 2011-2012)

2010 1st Honor (Grade 1

S.Y. 2010-2011)

61