BRANDING IN RELATION TO THE CONSUMER

PURCHASE DECISION MAKING PROCESS OF MUNTINLUPA CITY

A thesis Presentation of the Undergraduate student t

the Faculty members of Business Administration
Department, Pamantasan ng Lungsod
ng Muntinlupa

In partial fulfillment in the Degree of Bachelor

of Science in Business Administration

By:

Layon, James Michael C.

Tantiangco, Jonas A.

Viovicente, Darwin C.
 Pamantasan ng Lungsod ng Muntinlupa
Poblacion, Muntilupa City, Metro Manila
College of Business Administration
Business Management

BRANDING IN RELATION TO THE CONSUMER

PURCHASE DECISION MAKING PROCESS OF MUNTINLUPA CITY

Objective: To determine the relationship between branding and consumers

buying behavior.

Part I: Person Related Variable

Name (optional):
Age:
Sex:
Civil Status:

Part II: Psychographic Profile

Direction: Please read each item carefully and rate it according to the scale
below.

5 – Strongly agree
4 – Agree
3 – Neutral
2 – Disagree
1 - Strongly disagree
BRANDING 5 4 3 2 1

1 Brand Name / Brand Popularity

1.1 when deciding a product it is important that it has a reputable brand name

1.2 being associated to a famous brand is important

1.3 you perceive the brand image to suite you’re identity

1.4 you purchase products with an internationally known brand name

1.5 You purchase every product that you’ve seen on television

2. Product Quality
2.1 functional features of a product is important in making a purchase

2.2 In purchasing a product, it is more important that it gives you an element of

comfort

2.3 The quality of a product better than its substitute is a deciding factor in
making purchase.

2.4 The quality of a product is always a deciding factor when purchasing

2.5 Products that are with famous brands is always in good quality

3. Product Style

3.1 product styles is a deciding factor in purchasing

3.2 when purchasing a product it is important that its style reflects your
personality

3.3 you considered product style before anything else

3.4 famous brand products are more stylish than others

3.5 product styles is everything

FACTORS IN THE CONSUMER BUYING BEHAVIOR 5 4 3 2 1

1. Cultural and Social factors

1.2 you purchase a product because it is made in your country

1.3 you purchase a product because your friends told you to

1.4 you purchase a product because it is used by popular people
like celebrities

1.5 you make a purchase of a product because based on your

income
2.Personal Factors
2.1you buy products that is suitable for your age
2.2you purchase products that can be used in your job or
occupation
2.3your choice of products is greatly affected by your economic
circumstances
2.4you buy products because it serves as an extension of your
self
2.5You purchased a product that suits your personality.
3Individual or Psychological Factors
3.1you buy products it is needed or necessary
3.2 you consider your own safety when purchasing products
3.3 you purchase a product because it serves as an symbol for
your accomplishments
3.4 you purchase a product because it satisfies your needs and
wants.
3.5you purchase a product because you believe in it