000			03115nam a22003257a 4500
003			OSt
005			20241126095644.0
008			241028b |||||||| |||| 00| 0 eng d
040			_aUniversity of Cebu-Banilad _cUniversity of Cebu-Banilad
100			_aSintos, Cindy Mae Lorraine M., _eauthor.
245			_aAntecedents of consumer buying behavior at Sugbo Mercado, Ayala road in Barrio Luz, Cebu City / _cCindy Mae Lorraine M. Sintos, Yvonne Alforque, Clint Amiel Ares, Khiem Bantigue.
260			_aCebu City, Philippines : _bUniversity of Cebu-Banilad, _cc2024.
300			_a100 pages : _billustraiton (black and white) ;
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
520			_aConsumer 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.
521			_aAdult
541			_xOsorno, Rene _yCollege of Hospitaly Management _zHospitality Management
546			_aText in English
650			_aConsumer buying behavior
650			_aAntecedents
650			_aDescriptive-correlation
700			_aAlforque, Yvonne, _eauthor.
700			_aAres, Clint Amiel, _eauthor.
700			_aBantigue, Khiem, _eauthor.
942			_2ddc _cPM
998			_cRoel [new] _d10/28/2024
999			_c12990 _d12990