Impact of the COVID 19 Pandemic on the Purchasing Behavior of DLSU IS SHS Manila ABM Students

• Main Authors: Misa, Kirstenn Bianca L., Reala, Elijah Raphael M., Villasfer, Tricia Mae M.
• Format: text
• Published: Animo Repository 2022
• Subjects: COVID 19 pandemic; purchasing behavior; perceived risk; price sensitivity; apparel; Business
• Online Access: https://animorepository.dlsu.edu.ph/conf_shsrescon/2022/bus_research/8
• Institution: De La Salle University

As the world came to a halt due to a global crisis, several economic and social implications have significantly impacted everyone’s lifestyle during the COVID-19 pandemic for more than a year. With the new normal constraining many areas of society in shifting to more virtual interactions, it is evident that consumer behavior is dynamic and ever-changing. Thus, the researchers conducted a study that primarily aims to determine the effects of consumers’ price sensitivity for products and perceived risk of the pandemic on the purchasing behavior of the DLSU-IS SHS Manila ABM students during the pandemic. A quantitative research design was implemented to quantify attitudes surrounding apparel expenditures. Through this method, 140 ABM students from DLSU-IS SHS Manila were surveyed through an online questionnaire. From there on, the researchers examined the impacts of perceived risk and price sensitivity on students’ purchasing behavior using regression analysis, t-tests, and hypothesis testing. The results have indicated that these students agree that their purchasing behavior during the COVID-19 pandemic has changed. Moreover, the perceived risk of the COVID-19 pandemic has a very weak linear relationship with purchasing behavior. On the other hand, price sensitivity due to the COVID-19 pandemic has a weak linear relationship with purchasing behavior. Findings from the study reveal that consumers from Generation Z still consider purchasing clothing apparel essential despite the emergence of global catastrophes.