FACTORS AFFECTING CONSUMERS BUYING BEHAVIOR OF THE

SELECTED RESORTS IN BATANGAS PROVINCE

A Thesis Presented to the Faculty of College Of International

Tourism and Hospitality Management in
Lyceum of the Philippines University
Batangas City

In partial fulfillment of the requirements for the degree Bachelor of Science in

International Hospitality Management Specialized in Hotel and Restaurant
Administration

By:
Falcunitin, Andry Jr. M.
Mugas, Aira O.
Bruce, Jomarie R.
Pulhin, Adriane A.
Magpantay, Pol Vincent M.

October 2016

APPROVAL SHEET
In partial fulfillment of the requirements for the degree Bachelor of Science
in International Hospitality Management Specialized in Hotel and Restaurant
Administration, this research study titled Factors Affecting Consumers
Buying Behavior of the Selected Resorts in Batangas Province, prepared
by Andry M. FalcunitinJr, Aira O. Mugas, Jomarie R. Bruce, Adriane A. Pulhin and
Pol Vincent M. Magpantay, has been examined and recommended for
acceptance and approval for oral examination.

Sevilla S. Felicen, DBA

Thesis Adviser
Defended in an oral examination before a duty constituted panel with a
grade of
.

PANEL OF EXAMINERS

Alex P. Ylagan, DBA

Chairman

Jennie Margaret M. Apritado, MIHM

Member

Billy T.Festijo, MBA

Member

Beverly T. Caiga, MAED

Member
Accepted in partial fulfillment of the requirements for the Degree Bachelor
of Science in International Hospitality Management specialized in Hotel and
Restaurant Administration.
Dr. Alex P Ylagan, DBA
Dean, CITHM

ABSTRACT
Title

: Factors Affecting Consumers Buying Behavior of

Selected Resorts in Batangas Province

Total No. of Pages

: 83

Authors

: Falcunitin, Andry Jr. M.

Mugas, Aira O.
Bruce, Jomarie R.
Pulhin, Adriane A.
Magpantay, Pol Vincent M.

Degree

: Bachelor of Science in International Tourism and

Hospitality Management Specialized in Hotel and
Restaurant Administration

School

: Lyceum of the Philippines University Batangas

School Year

: 2016-2017

Adviser

: Dr. Sevilla S. Felicen

Consumer buying behavior is the sum total of a consumer's attitudes,

preferences, intentions, and decisions regarding the consumer's behavior in the
marketplace when purchasing a product or service. This study aims to determine
the factors affecting the consumers buying behavior of the selected resorts in
Batangas Province. Specifically, it aimed to present the profile of the guest in
terms of age, gender, monthly income and religion; determine the factors
affecting consumers buying behavior of selected resorts in terms of cultural,
social, personal and psychological factor, test the significant difference on the
factors that influence buying behavior when grouped according to profile
variables and propose an action plan based on the result of the study. The
research utilized descriptive research with 208 participants who were the guest of
selected resort in District III Batangas Province and a modified questionnaire was
used as instrument. The data gathered were analyzed and interpreted using
frequency distribution, percentage and weighted mean. Based on the result,
majority of the guest who visited resorts were 28-37 years old and mostly female
with a monthly income of 55, 001 and above and a Roman Catholic. The major
factor that affects consumers buying behavior is psychological while factor that
has less effect is cultural.
Keywords: Consumer Buying Behavior

ACKNOWLEDGEMENT
Immeasurable appreciation and deepest gratitude for the help and support
are extended to the following person who in one way or another has contributed
in making this study possible.
Dr. Alex P. Ylagan, the dean of CITHM for his support in the realization of
this study and for being their chairperson, for being approachable and dedicated
in answering the researchers queries.
Dr. Sevilla S. Felicen, the research adviser for her support, advice,
guidance, valuable comments, suggestions and provisions that benefited them
much in the completion and success of this study.
The set of panelists for their criticisms and valuable suggestions which
enabled the researchers to take the proper steps in finishing their research study.
The respondents for participating in answering the questionnaires.
Their family for who never stops praying and supporting them to go on
writing this thesis. Also thanks to their friends who always make them happy and
support them.
And most of all, to Almighty God, for giving his endless blessings,
knowledge and strength to make this thesis possible.
Andry
Aira
Jomarie
Adriane
Pol Vincent

DEDICATION
The researchers would like to dedicate this research to our supportive
family as well as to the College of International Tourism and Hospitality
Management, Lyceum of the Philippines University Batangas.
And above all The God Almighty.

Andry
Aira
Jomarie
Adriane
Pol Vincent

TABLE OF CONTENTS
Title Page

Approval Sheet

ii

Abstract

iii

Acknowledgement

iv

Dedication

Table of Contents

vi

List of Tables

vii

Introduction

Objectives of the Study

Review of Literature

Methods

18

Research Design

18

Participants

18

Instrument

18

Procedure

19

Data Analysis

19

Results and Discussion

20

Conclusions

39

Recommendation

39

References

41

Appendices

45

Appendix A Letter to the Authority

46

Appendix B Questionnaires

47

Appendix C Statistical Output

51

Appendix D Curriculum vitae

75

LIST OF TABLES
Table

Title

Page

Percentage Distribution of the Respondents Profile

20

2.1

Cultural Factors Affecting the Consumers Buying Behavior

24

on Selected Resorts
2.2

Social Factors Affecting the Consumers Buying Behavior

27

on Selected Resorts
2.3

Personal Factors Affecting the Consumers Buying Behavior

29

on Selected Resorts
2.4

Psychological Factors Affecting the Consumers Buying Behavior

31

on Selected Resorts
2.5

Summary Table on the Factors Affecting the Consumers

33

Buying Behavior on Selected Resorts

3.1

Difference of Responses on the Cultural Factors Affecting

35

the Consumers Buying Behavior on Selected

Resorts When Grouped According to Profile
3.2

Difference of Responses on the Social Factors Affecting

36

the Consumers Buying Behavior on Selected Resorts

When Grouped According to Profile
3.3

Difference of Responses on the Personal Factors Affecting

36

the Consumers Buying Behavior on Selected Resorts

When Grouped According to Profile
3.4

Difference of Responses on the Social Factors Affecting

37

the Consumers Buying Behavior on Selected Resorts

When Grouped According to Profile
4

Action Plan

38