TY  - BOOK
AU  - Sintos, Cindy Mae Lorraine M.,
AU  - Alforque, Yvonne, 
AU  - Ares, Clint Amiel, 
AU  - Bantigue, Khiem,  
TI  - Antecedents of consumer buying behavior at Sugbo Mercado, Ayala road in Barrio Luz, Cebu City / 
PY  - 2024///
CY  - Cebu City, Philippines
PB  - University of Cebu-Banilad
KW  - Consumer buying behavior
KW  - Antecedents
KW  - Descriptive-correlation
N1  - Adult
N2  - Consumer buying behavior gives an understanding to marketers or companies to fulfill the needs and wants of consumers in the best possible way because it helps them to extend the market of their product or service and it enables them to provide the features or quality to their products according to exact choice of consumer. It is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. It is a series of choices made by a consumer prior to making a buying that begins once the customer has established a willingness to buy.

This study applied the descriptive-correlation research design with the use of research made survey tool to gather the data. The study was conducted at Sugbo Mercado, Ayala Road in Barrio Luz, Cebu City and using a simple random technique, there werethree hundred seventy-eight (378) respondents who were the customers as the actual respondents. The statistical treatment used were percentage, weighted mean, chi-square test of independence.

There were more respondents belong to the age group of 18-25, college graduates, with an average income of Php 19,000-25,000, and usually purchased seafoods. Further, the respondents from Sugbo Mercado, Ayala Road in Barrio Luz, Cebu City, were moderately influenced in terms of social, personal, psychological, and economic factors.

Furthermore, there is a significant relationship between the profile of the respondents and their responses on the antecedents of consumer buying behavior at Sugbo Mercado, Ayala Road in Barrio Luz, Cebu City. A suggested action plan for social, personal, psychological, and economic factors was created using the findings. In conclusion, this research found useful information for marketers to further understand about consumers, particularly that related to the antecedents of consumer buying behavior.


ER  -