Factors affecting new product listing decisions of sari-sari stores owners

• Main Author: Gonzales, Peter Benjamin Nacalaban
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Variety stores; Retail stores; Small business; Entrepreneurship; Entrepreneurial and Small Business Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3590; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/10428/viewcontent/CDTG004129_P__2___1_.pdf
• Institution: De La Salle University

This study aims to understand the different factors that affect the new product listing decisions of sari-sari stores using the Theory of Planned Behavior (TPB) as conceptual framework. The Theory of Planned Behavior (TPB) states that there are two factors that can affect a persons decisions intention and perceived behavioral control. It also states that attitude, subjective norms and perceived behavioral control are the predictors of intention. The study population consisted of 400 sari-sari stores, which were selected at random from sari-sari stores that operate in Luzon. The minimum criterion for selection is that the store should have been in existence for at least one (1) year. A questionnaire was administered to collect primary data and the Kendall's Tau and Spearman's Rho were used as statistical tools. Results of the study showed that only intention has an effect on new product purchase decisions. Perceived behavioral control had no correlation with new product purchase decisions. Furthermore, in so far as intention is concerned, only subjective norm or the pressure coming from customers to list a new product, and perceived behavioral control or the sari-sari store owners ability to list a new product influence the store owners listing decisions. The sari-sari store owners own attitude about a new product does not affect his decision to list a new product.