Philippine E-Journals

Consumer Behavior Among College Students of Saint Michael College of Caraga During COVID-19 Pandemic

Janice A. Aragos | Daisy Jean D. Bitangcor | Engelberto A. Tarungoy Jr. | Noel S. Bitangcor

 

Abstract:

Consumer behavior was one critical part of our modern management understanding. It provided customers’ desires and needs to understand irrational behaviors. The main purpose of the study was to determine the Consumer Behavior among College Students of Saint Michael College of Caraga during COVID-19 Pandemic. This study used descriptive correlation to understand and accept the respondents’ opinions or insights on a specific problem. Based on the study’s findings, out of all the variables used to measure respondents’ level of influencing factors regarding their buying behavior, the personal factor is the highest influencing factor of their buying behavior, which means that these respondents are buying according to their lifestyle and personality. The respondents generally fall into looking at an affordable price before purchasing. As a result, the COVID-19 Pandemic affects the student’s buying behavior on how they make decisions during the Pandemic. The result of this study affirms that the theory of Reasoned Action assumes that consumers act on actions based on their desire to generate or achieve a specific outcome. It was recommended that the school, teachers, students, and future researchers develop a better sense of consumer behavior during the Pandemic.