HomeInternational Journal of Education Research for Higher Learningvol. 23 no. 1 (2017)

Risk and Brand Equity as Predictors of Consumers’ Buying Behavior Towards Supermarket Retailers

Mary Jane Amoguis



Understanding the dynamics of consumer buying behavior is an important aspect of market players to better respond to consumer needs, minimize cost of operations and consequently help businesses flourish. This study responded to the apparent lack of investigation into risk and brand equity as predictors of the buying behaviors of Region 11, Philippines. Utilizing survey questionnaires and appropriate statistical methods, the study found that the respondents’ overall perceived level of risk when buying in the supermarket was moderately high. The respondents’ level of brand equity was high in terms of brand loyalty, brand awareness, perceived quality and brand associations. The respondents’ level of consumer buying behavior towards supermarket retailers was high. Perceived risk was found to have a significant moderate correlation with buying behavior (r=.512, p<.05). Result implies that 26.2% of the variation of the buying can be attributed to the perceived risk of the consumers. While brand equity had a significant high correlation with implementation (r=.701, p<.05). Separately perceived risk has a significant influence on buying behavior (p<.05). Also the study found that brand equity, treated solely, has a significant influence on buying behavior that for every unit increase in buying behavior results to a .591 increase in brand equity.