Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
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In partial fulfillment
Of the course
Marketing Research
Business Administration Department,
College of Business Administration and Accountancy
University of Perpetual Help System Dalta
By
Espinas, Mark U.
Regua, John Joseph L.
El Sawalhi, Ibrahim Jan Guilland C.
October 2015
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Table of Contents
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Title Page
Table of Contents
Introduction
Theoretical Framework
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Research Methodology
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Introduction
economic
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growth
and
inflation.
Furthermore
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Buying behavior is the study of when, why, how, and where people
do or do not buy product. It blends elements from psychology, sociology,
social anthropology and economics. Consumer behavior attempts to
understand the buyer decision making process, both individually and in
groups. (Hareem Zeb, Kashif Rashid, and M.Bilal Javeed, 2013)
Problem Recognition
The need recognition is the first and most important step in buying
process. If there is no need, there is no purchase. The recognition happens
when there is a lag between the consumers actual situation and the ideal
and desired one. (Mitchell, 2015)
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Information Search
The consumer will seek to make his opinion to guide his choice
and
decision
process
with
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internal
and
external
information.
(Damien,2012)
Alternative Evaluation
According to (Siti Nurafifah Jaafar, 2010) the focus is to examine
how consumers differ in their perception and attitudes towards products if
they have or do not have experience with those products. Consumers
purchasing experience involves the internal and external memory which
would play an important role in the purchasing process. Internal memory
comes from the actual experience consumers have with the goods or
service while external memory is originated from information related to
the goods or service. The experience of purchasing last longer and will
remain in consumers mindset. People with negative experience towards a
product will give a negative impact for future purchase while when the
quality matched the price, a positive impact is shown.
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Purchase Decision
Demographic characteristics (age, gender, race, income and
occupation) play an important role in consumers purchase decision
process and can cause deviation from general patterns of consumer
decision making. (Lucia Vilcekova, 2012)
Post-Purchase Behavior
Once the product is purchased and used, the consumer will
evaluate the adequacy with the original needs. And wether he has made a
right choice in buying a certain product or not. He will feel either the
sense of satisfaction for the product or on contrary a disappointment if the
product has fallen far short of expectations. (James, 2011)
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Theoretical framework
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Research Methodology
Instrument Used
A survey questionnaire was developed based on the inputs of the teachers
of University of perpetual Help System Dalta.
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No___
No___
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Eatery ___
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Restaurants ___