PURCHASE DECISION MAKING STYLES, MARKETING MIX, AND SOCIO DEMOGRAPHIC FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

Abstract

AMarketers strive to understand various steps in the whole process of consumer decision making for final purchase of the products of their choices. The purpose of this study was to identify the extent of use and influence of purchase decision-making styles, marketing mix, and socio-demographic factors on consumer buying behavior, among 334 participants in General Trias City, Cavite through a descriptive comparative research design.  A valid and reliable adapted-modified survey questionnaire was used to collect the data which were analyzed using the mean, standard deviation, ANOVA and Kruskal Wallis.  In terms of purchase decision-making styles, the respondents are price-value conscious. Among the 7P’s in the marketing mix influencing consumers’ buying behavior, process and physical evidence have the highest influence.  Personal and psychological factors influence more the buying behavior of the consumers than socio-cultural factors.  The consumers’ purchase decision making significantly vary in the aspects of confused by over choice and novelty/fashion consciousness when they are grouped according to sex. The 7Ps of marketing mix, the influence of people on the consumers’ buying behavior significantly vary when they are grouped according to sex. Awareness of consumer purchasing behavior will help us understand different market segments. The consumers or stakeholders are encouraged to provide unbiased customer feedback and recommendations in order to help improve the products and services.