University of San Agustin

SENIOR HIGH SCHOOL DEPARTMENT

General Luna Street, Iloilo City

THE INFLUENCE OF BRAND IMAGE IN THE BUYING

BEHAVIOR OF ABM STUDENTS

A Research Study
Presented to
Faculty of the Senior High School
University of San Agustin
Iloilo City

In Partial Fulfillment
Of the Requirements of the Course
Practical Research 1 (Research 11)

Submitted to:
Ms. Andrea D. Garzon
Teacher, Practical Research 1

Submitted by:
Alingalan, JerrycoFrrancisco F.
Calubo, Krisyllea M.
Cruz, Prime Rose E.
Rios, Rommel Jr. D.
ABM 11-B

March 2019
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

APPROVAL SHEET

This thesis titled, “THE INFLUENCE OF BRAND IMAGE IN THE BUYING BEHAVIOR OF

ABM STUDENTS” prepared and submitted by Jerryco Francisco Alingalan, Krisyllea Calubo,

Prime Rose Cruz, and Rommel Jr Rios in partial fulfillment of the requirements of the strand

Accountancy, Business and Management – Qualitative Research has been evaluated and

approved by the faculty of Senior High School.

Approved by:

ANDREA D. GARZON

Research Adviser

SENIOR HIGH SCHOOL – ABM STRAND

 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

ACKNOWLEDGMENT

First and foremost, we praise God, the almighty for giving us this opportunity and

granting us the capability to make this research successfully. We are grateful for him for the good

health and well-being that were necessary to complete this research.

We are grateful for our parents who helped and supported us in our research.

We are also thankful to the administration for having trust and giving us opportunity in

conducting this study.

To the respondents of this study, ABM students of University of San Agustin, for

cooperating and giving their support in answering the questionnaires.

We must offer our profoundest gratitude to our research teacher, Ms. Andrea Garzon.

From finding an appropriate subject in the beginning to the process of writing our research study,

Ms. Garzon offered her unreserved help and guidance and led us to finish our research step by

step. Her words can always inspire us and bring us to higher level of thinking. What we learn

from her is not just how to write a thesis to meet school requirement, but how to view this world

from a new perspective. Without her kind and patient guidance, it is impossible for us to finish

this research.

We would also like to thank the administration for giving us the opportunity to perform

this research.

Without all of these people we cannot conduct this study and have a successful result. We

must thank all of you for your support and time.

 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

ABSTRACT

Brand image plays an important role

in the consumer buying decision and because marketing has evolved over the years companies

need to keep the customer's feedback in order to meet the satisfying needs of their customers and

to create a good impact about their brand image. The main purpose of this study is to determine

if the brand image influence the buying decision of consumers. The research was conducted at

the University of San Agustin by using phenomenological study method and through an open-

ended questionnaire to ABM students. During the research, the researchers found out that there is

a high relationship between the brand image and consumer behavior but, participants are not

really depending on the brand image in buying a product instead they are after the quality of the

product. Participants are relying more on brand quality rather than their own preferences. But

nevertheless, brand image is just the overall impression in consumers’ mind that is formed from

all sources.
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

TABLE OF CONTENTS

Content Page
Title Page
Approval Sheet
Acknowledgment
Abstract
Table of Contents
CHAPTER I – INTRODUCTION
Background of the Study
Statement of the Problem
Theoretical/Conceptual Framework
Research Paradigm
Significance of the Study
Scope and Limitations of the Study
Definition of Terms
CHAPTER II – RELATED LITERATURE
Consumer Behavior
Perception
Brand Image
CHAPTER III – METHODOLOGY
Research Design
Respondents of the Study
Data Gathering Instrument
Data Gathering Procedure
CHAPTER IV – PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
CHAPTER V – SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary of Findings
Conclusions
Recommendations
BIBLIOGRAPHY
APPENDICES
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SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

CHAPTER I
Introduction
This chapter includes background of the study, statement of the problem, theoretical
framework, conceptual framework, significance of the study, and definition of terms that will be
used in the study. These components of this chapter will introduce the whole topic of this study
and shows why the researchers came up to this topic.

I. Background of the Study

In buying products, consumers expect a good quality from brands or at least a good pay
off in what they are buying. There are numerous studies in brands in connection to its consumers
but, the researchers chose this study to further widen the information about the brand image and
its influence to consumers in their buying decision.

Brands play an important role in costumers buying decisions. Brand image is the view of
the customers about a brand according to Juneja (n.d). It can be defined as a unique bundle of
associations within the minds of target customers. Today, a lot of factors affect the views and
decisions of a consumer. Because of the increasingly competitive marketplace, consumers vary
in their observation; they would inevitably have different images for any specific brand and most
likely choose among a range of products or brands on the market that differ very little in its price.
In this circumstance, the final decision of a consumer depends on the image he or she links with
different brands for example "Penshoppe" under the clothing sector which earns a good
reputation and is attractive to most millennia’s. Similarity when tech-savvy people think of
buying new gadgets, they first likely to think of buying Apple products. Consumers buying
decision is an undertaking that involves different steps like searching for information, evaluation
of alternatives, selection and in the last post-purchase behavior. Having enough knowledge about
a brand is also an important factor. The more aware the customer of the brand and has all the
knowledge about its price, quality and etc. the more he/she will be attracted towards that brand.

Individuals in our society today are always concerned about their status that they opt to
use branded products to show it off. Most companies consider brand as an implied device to
attain the attention of the customer and it also plays a vital role in the business. For having a
strong brand image helps to keep your company in the mind of your consumers. Not only is it
what makes a memorable impression on consumers but it allows your customers to know what to
expect from your product.

Different people see brands differently according to what they heard about it and
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

sometimes depend on their past experience of the brand. Gender, age, and personality also affect
consumer behavior when buying certain products. There are times when consumers stay loyal to
a brand and avoid switching to another brand, because they want to be risk-free and also to
regulate their buying behavior.

Brand image is more than just a logo that identifies a business, product or services. In
today's generation, it is a mix of the associations consumers make based on every interaction
they have with the business. Most business owners may it be small or big do not really think
about their brand image until there's a problem with the image they are developing. Often,
business owners associate brand image with expenses and unnecessary fluff that add no value to
their existing product. Instead, they are more focused on making offerings the best brand that
they tend to forget about their brand image. In reality, the brand image does matter. It matters
because brand image make an impression, creates recognition, shows how put-together you are,
and builds credibility and equity. The bottom line of this is that brand image does matter
especially in the buying decision of a consumer.

I. Statement of the Problem

This study aims to determine the impact of brand image in the buying behavior of ABM

students. Specifically, the researchers sought to answer the following. Questions:

1. How does brand image affects the buying behavior of ABM Students?
2. Determine the criteria and motivational factors which influence customers' buying
behavior criteria.

II. Theoretical Framework

Brand image is the current view of the customers about a brand. It can be defined as a

unique bundle of associations within the minds of target customers. It signifies what the brand

presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the

consumers’ perception about the product. It is the manner in which a specific brand is positioned

in the market. Brand image conveys emotional value and not just a mental image. Brand image is

nothing but an organization’s character. It is an accumulation of contact and observation by

people external to an organization. It should highlight an organization’s mission and vision to all.

The main elements of positive brand image are- unique logo reflecting organization’s image,

slogan describing organization’s business in brief and brand identifier supporting the key values.
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

(Google Scholar)

Brand image is the overall impression in consumers’ mind that is formed from all

sources. Consumers develop various associations with the brand. Based on these associations,

they form brand image. An image is formed about the brand on the basis of subjective

perceptions of associations bundle that the consumers have about the brand. Volvo is associated

with safety. Toyota is associated with reliability.

The idea behind brand image is that the consumer is not purchasing just the product/service but

also the image associated with that product/service. Brand images should be positive, unique and

instant. Brand images can be strengthened using brand communications like advertising,

packaging, word of mouth publicity, other promotional tools, etc.

Brand image develops and conveys the product’s character in a unique manner different

from its competitor’s image. The brand image consists of various associations in consumers’

mind - attributes, benefits and attributes. Brand attributes are the functional and mental

connections with the brand that the customers have. They can be specific or conceptual. Benefits

are the rationale for the purchase decision. There are three types of benefits: Functional benefits -

what do you do better (than others ),emotional benefits - how do you make me feel better (than

others), and rational benefits/support - why do I believe you(more than others). Brand attributes

are consumers overall assessment of a brand.

Brand image has not to be created, but is automatically formed. The brand image includes

products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually

brand content. When the consumers purchase the product, they are also purchasing its image.

Brand image is the objective and mental feedback of the consumers when they purchase a

product. Positive brand image is exceeding the customers’ expectations. Positive brand image

enhances the goodwill and brand value of an organization. To sum up, “Brand image” is the

customer’s net extract from the brand.

The researchers aim to know if brand image influences the buying behavior of ABM

students. Also, the researchers selected this study since they are taking up ABM as their strand
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

and ABM is in lined with business and this study might help them in the future if they ever plan

out to open a business since this research sought to know the impact of brand image in the

buying behavior of consumers.

III. Research Paradigm

IV. Scope and Delamination

This study is focused to determine the influence of brand image in the buying behavior of
ABM students in the University of San Agustin. . The researcher will be using quantitative
research and questionnaire survey method and is limited only for 25 participants of ABM
students with the amount of Php 150.00 to up as their allowance. The researchers have selected
few grade 11 and 12 ABM students for it would be easier for them since the researchers are also
taking up ABM as their strand. This study will also benefit the ABM students since their course
is in lined with business.

V. Significance of the Study

The findings of this research will determine the influence of brand image in the buying
behavior of ABM students. The Researchers having enough more awareness and knowledge
about the brand image will further help the researchers understand how its influences the buying
behavior of consumers.
For Future Researcher, this study can be a source of up-to-date information regarding
the buying behavior of consumers which can be valuable for their own similar studies on the
subject matter as well.
Also, ABM Students understanding well enough about brand image may help them in
the future if ever they want to start a business for it can help them know what strong brand image
they need to create for them to gain loyal customers.
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VI. Definition of Terms

To make this research clear to the general public, the following terms were defined.
Conceptual:
1. Brand – Unique design, sign, symbol, words, or a combination of these, employed in
creating an image that identifies a product and differentiates it from its competitors.
Over time, this image becomes associated with a level of credibility, quality, and
satisfaction in the consumer's mind.(Business Dictionary)
2. Brand – In this study, brand is used as an abstract set of ideas or beliefs about an
organization, company, product or person. (DjResearch)
3. Consumer - A purchaser of a good or service in retail. (Business Dictionary)
4. Brand image - The impression in the consumers' mind of a brand's total personality
(real and imaginary qualities and shortcomings). (Business Dictionary)
5. Consumer buying behavior - The process by which individuals search for, select,
purchase, use, and dispose of goods and services, in satisfaction of their needs and
wants. See also consumer decision making. (Business Dictionary)
Operational:
1. 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.
2. Product - In this study we use it is know as a article or substance that is
manufactured or refined for sale.
3. Perception - To understand or to interpret mental impression
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SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

Chapter II
Review of Related Literature
This chapter presents the review of related literature from books and journals which

include literature review of brand image.

Consumer Behavior
According to Blackwell et al., Consumer behavior is the activities people undertake
when obtaining, consuming and disposing of products and services (Blythe, 2013). Another
definition is that the dynamic interaction of affect and cognition, behavior, and environmental
events by which human beings conduct the exchange aspects of their lives (Bennett, 1995). This
definition has the advantage that it regards consumer behavior as dynamic and emphasizes the
interaction of many different elements in determining consumer behavior. This is the main
reason why strategy needs constant reviews: a strategy that works well in the past may not work
nearly as well in the future, because the forces that shape the behavior may have changed out of
all recognition. The definition also includes the concept of marketing as the management of
exchange, which is not accepted by all marketers. Marketers are interested in understanding how
personality influences consumer behavior, due to the knowledge that enables them to better
understand consumers and to segment target those consumers who are likely to respond
positively to their product or service communication (Schiffman and Kanuk, 2000). Theories
about consumer decision making vary, depending on the researcher's assumptions about the
nature of humankind. The various models of consumes depict consumers and their decision-
making processes in distinctly different ways (Schiffman and Kanuk, 2004). International studies
and readings exist about the different factors affecting a consumer's brand of choice or
preference. One such reading is that of Peter and Olson (2008) stating that consumer decision
making plays a role in such choices. Furthermore, they stated that “all aspects affect and
cognition are involved in consumer decision making, including knowledge, meanings, and
beliefs activated from memory, attention, and comprehension processes involved in interpreting
new information in the environment”. However, it was greatly emphasized that the major key in
decision making is the integration process by which knowledge is combined to evaluate two or
more alternatives behaviors and select one. The product of this said process is what we call as a
choice which is, cognitively speaking, a behavioral intention or the decision plan.

Understanding Consumer and the consumption process brings a many benefits, among
 University of San Agustin
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them the ability to assist managers in their decision making, provide marketing researchers with
a knowledge base from which to analyze consumers, help legislators and regulators create laws
and regulations with concern of purchasing and sale of goods and services, and assist average
consumer in making better purchase decision (Mowen and Minor, 2000).
Perception
The keystone of building knowledge is perception, it's not just about products but it's
about everything in the world. Though it is common to relate to perception as if it were somehow
different from truth, this is basically not the case. Perception may differ between persons, but for
each individual, their own perception is the whole truth. According to Blythe (2013) “branding is
all about perception. It is the aim of the marketers to develop the most favorable perception as
possible of the brand through working with its strength, whether the brand's strength lies in its
quality, its price competitiveness, or any other area Knowing that perception begins with
exposure, this occurs when a stimulus comes within range of one of an individual's primary
sensory receptors. Individuals are exposed to a small fraction of the available stimuli, and this is
usually the result of self-selection as evidenced by high levels of ad avoidance. Marketers use
their knowledge of perception to enhance strategies in a number of areas including media,
retailing, branding, advertising, and package design.

Brand Image
Brand image has an important impact on customer satisfaction. The four components of
store image are identified as store infrastructure, convenience, store service, and sales activities,
and they all impact customer satisfaction directly. Chitty et al. (2007) also proved the dominant
role of brand image in predicting customer satisfaction. Moreover, the congruence between the
brand image and customers’ self-image would help raise customer satisfaction and customers’
preference for the brand.

Brand is created not only as a result of marketer's activities but also, critically, as a result
of the consumer's reading of and reaction to those activities. Brands have become an important
business asset that can account for up to 80 percent of the company value. Brands command such
huge values because they allow their owners to charge very profitable margins for products. A
product needed a distinctive and memorable graphic logo, and a trademark to become
identifiable. Brands can guarantee authenticity and a trustworthy promise of performance.
Branding though has evolved into something much more complex than its original purposes.
Brands have become no less important for consumers. For individuals, particularly in developed
consumer societies, where consumptions have more meaning based and brands have become
symbolic resources. Some people used brands to construct and maintain identities and to connect
with or differentiate themselves from the other people. A product becomes a brand when the
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physical product is augmented by something else.

A product becomes a brand when the physical product is augmented by images, symbols,
perceptions, and feelings to produce an integral idea greater than the sum of its parts. The first
aforementioned observations that we choose brands for what they mean and that brands exist in
costumers mind are absolutely fundamental to understanding brands. Individuals depend on
sensory information to interpret and give meaning to the environment around us. Likewise, a
brand's meaning is influenced by the sensorial stimuli we pick up from our interactions with it.
Products and brands have symbolic qualities, many of which are conveyed through sensory
associations rather than verbal description. Brands that manage to leverage multiple sensory
touch points with their consumers leave stronger, more vivid sensorial profile in the minds of
those consumers. One complication with sensorial benefits is the difficulty of communicating
them in advertising. Sensorial benefits can be presented in advertising usually by showing a
reaction to those benefits but it's only when consumers come into sensorial contact with the
physical brand that these benefits can achieve their full impact (Bately, 2016).

The concept brand image has drawn significant attention from academics and practitioners
since it was put forward because it played an important role in marketing activities. Although
brand image was recognized as the driving force of brand asset and brand performance few
studies have elaborated on the relationship between brand image and brand equity (Bull, 2013).

Chapter III
Research Design and Methodology
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General Luna Street, Iloilo City

This chapter presents the research design and instruments used in the study, the data
gathering procedures to be used by the researchers in order to gather valid, reliable, and relevant
results for the study.

Research Design
The purpose of this phenomenological design is to determine how brand image
influence ABM students of the University of San Agustin in their buying behavior. The students
involved are the core of this investigation as their lived experiences shed light on this
phenomenon.

Respondents of the Study

The respondents of the study are estimated to be 25 participants of ABM students at the
University of San Agustin. The researcher will orient the respondents as to their role in this
research and were given ample time to answer the questionnaire.

Instrument of the Study

To provide and gather information and relative evaluation, the phenomenological method
will be used. This method includes the use of open ended questionnaires. The tools that the
researcher will use will be discussed as a well-structured and designed open ended questionnaire
will be used as the main data gathering instrument for this study.

1. Which would you choose?

( ) Forever 21 ( )H&M

2. Why did you choose H & M/Forever 21?

3. Why did you choose the product?

4. Do you like the product?

5. Does price vary in your decision when buying?

6. If price does vary, how can this affect your buying decision?

7. Does quality vary in your decision when buying?

8. How can quality of product affect your buying decision?

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9. Did the Product make you feel comfortable?

10. Does brand name affect your buying decision?

11. How can brand name affect your buying decision?

12. Any Feedback about the Product?

13. Thanks, are there any more comments on the product you chose?

Data Gathering Procedure

Step 1.
The researchers submitted a research letter to their research teacher to be approved so that they
can conduct their study.
Step 2.
The researchers distributed their questionnaire to 25 respondents with Php 150.00 minimum
allowance.
Step 3.
The researchers gathered the data that they have collected from their 25 ABM student
respondents.
Step 4.
The researchers then analyze all the answers of their respondents.

Chapter IV

Presentation, Analysis, and Interpretation of Data

This chapter has overseen the presentation, analysis, and interpretation of data gathered

by the researchers. This study aims to determine the influence of brand image in the buying

behavior of ABM students. The researchers applied the retrospective study where documentary

analysis on data gathering was more suitable. Present data were studied and documents were

examined to answer the questions communicated in the statement of the problem. The analytical

procedures are arranged according to the sequence of specific questions.

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SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

A. PRESENTATION OF DATA

Basic Information of Respondents

Respondents Gender Number of Respondents

Male 9
Female 17

From the above table and chart, it can clearly be seen that the majority of the respondents

involved in this were females.

Respondents Year Level Number of Respondents with minimum Php 150.00

allowance
Grade 11 15
Grade 12 10

From the above table and chart, it can clearly be seen that the majority of the respondents

involved in this were from grade 11.

Influencing Factors

There are 12 questions in this section about factors that influence the buying behavior of

customers. Based on these questions the factors which influence the buying behaviors of

customers can be determined.

Question 1: Which would you choose?

13 of the respondents chose H&M and the remaining 11 respondents chose Forever 21

Question 2: Why did you choose H&M/ Forever21?

Almost all of the respondents answered that H&M is less expensive than Forever21 and

is more suitable for them

Question 3: Why did you choose the product?

Most answer that H&M has better quality than Forever21

Question 4: Do you like the product?

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50% of the respondents said that they like the products from H&M and Forever 21 while

the other respondents said that they like it but the price is a bit too much.

Question 5: Does price vary in your decision when buying?

15 of the respondents answered yes, 5 answered no, and also 5 answered sometimes

Question 6: If the price varies, how can affect your buying decision?

7 answered yes while 19 said no

Question 7: Does quality vary in your decision when buying?

3 answered no and 23 answered yes

Question 8: How can the quality of product affect your buying decision?

Most respondents said that they always check the quality before buying a product to

know if it’s worth it to buy

Question 9: Did this product make you feel comfortable?

All of the respondents answered yes

Question 10: Does brand name affect your buying decision?

17 answered yes and 9 answered no

Question 11: How can brand name affect your buying decision?

Most of the similar answer were based on the ratings of the company from their

consumers. It affects the market in the way that it helps the consumer to decide what is more

reliable among others

Question 12: Any feedback about the product?

Other feedback was expensive yet it has good quality while others said they don’t have

any feedback about the product

B. ANALYSIS OF DATA

This part includes the overall answers of the participants in every open-ended question

and the impressions they had on the questions.

Based from the data gathered of the researchers from 25 students, they have different

perspectives about the interview questions given wherein there are the pro and not pro regarding

the factor brand image on buying behavior of the consumer. Here is the overall message that the
 University of San Agustin
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participants were given:

Brand image

Most of the participants said that brand image is the face or identity of the product which

must be eye-catching and have a good quality in order to persuade the consumer to buy the

product. They say that the usage of the brand image is to feature a certain product in an image

which the consumers can easily recognize the product.

Impact of brand image on the consumers

The participants have different answers wherein some are saying that if the brand has a

good quality then it affects them to buy the product, also some are not really depending on the

brand image itself and lastly some just only depends on their preferences.

Influence of brand image

According to them being a consumer, the brand image influences them in a way that it

will affect their buying behavior because this one factor that they are using when determining the

quality of the product. Some participants say that brand image does not affect them as a

consumer because they are more depending on their personal preferences.

The behavior of the consumers when choosing a product

In choosing the product, participants believed that quality is the most essential part of the

product and not its brand image. The common response of the participants is that they are more

looking in the price and quality or the contents rather than the brand image because they can

decide what to buy.

Relationship of Brand Logo to the consumers

Participants say that the relationship of the brand image to the buying behavior of the consumer

can push them to buy a certain product but others say that it does not have a relationship.

In accordance with the review of related literature, results that have been recorded by the

researchers are somehow could be integrated into this study. As the researchers came up to

results, most of the participants pointing out what has been stated in the study of Blythe (2013),

he says that branding is all about customer that distinguishes an organization or product from its
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rivals eyes of the customer. It is the aim of the marketers to develop the most favorable

perception as possible of the brand through working with its strength, whether the brand's

strength lies in its quality, its price competitiveness, or any other area. This simply means that

brand image marketers or company should develop its strength to have a better quality that the

consumer is looking for. In addition, the answers gathered were enough to fully understand in the

study that there is a relationship between the buying behavior and brand image of the product

but, participants are not really depending on the brand image in buying a product instead they are

after the quality of the product price.

C. INTERPRETATION OF DATA

International studies and readings exist about the different factors affecting a consumer's

brand of choice or preference. One such reading is that of Peter and Olson (2008) stating that

consumer decision making plays a role in such choices. Furthermore, they stated that “all aspects

affect and cognition are involved in consumer decision making, including knowledge, meanings,

and beliefs activated from memory, attention, and comprehension processes involved in

interpreting new information in the environment”. However, it was greatly emphasized that the

major key in decision making is the integration process by which knowledge is combined to

evaluate two or more alternatives behaviors and select one. The product of this said process is

what we call as a choice which is, cognitively speaking, a behavioral intention or the decision

plan.

The keystone of building knowledge is perception, it's not just about products but it's

about everything in the world. Though it is common to relate to perception as if it were somehow

different from truth, this is basically not the case. Perception may differ between persons, but for

each individual, their own perception is the whole truth. According to Blythe (2013) “branding is

all about perception. It is the aim of the marketers to develop the most favorable perception as

possible of the brand through working with its strength, whether the brand's strength lies in its

quality, its price competitiveness, or any other area.

 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

Chapter V

Summary, Conclusions, and Recommendations

This chapter presents a summary of the findings, conclusions, and recommendations

based on the data analyzed in the previous chapter. Some limitations have been identified. The

impact of brand image in the buying behavior of ABM students at the University of San Agustin.

a.) Summary of Findings

To sum up this study, this research is aiming to know the impact of the brand image to the

consumer behavior which will only focus on the brand image of the product and the other parts

of branding is not included. The study was started in the month of January 2019 in University of

San Agustine, Iloilo City. The researchers used phenomenological study because the topic of this

study suits to use that kind of research in order to collect data that will come up to better results.

An open-ended suevey was the method used by the researcher to gather qualitative data. The

researchers choose participants that have a Php 150.00 to up allowance. The data collected by the

researcher through the open-ended survey found out that there is a high relationship between the

brand image and consumer behavior but, participants are not really depending on the brand

image in buying a product instead they are after the quality of the product. Participants are

relying more on brand quality rather than their own preferences. Results proved that this study is

valid and not fabricated nor plagiarized and the researchers undergo the correct process

throughout the study.

b.) Conclusions

Therefore, the researchers conclude the following according to the results of the data that

the researchers have gathered:

1. The brand image has an impact on the buying behavior of the consumers because it's

one of a factor in which the product will be recognized by the consumer.

2. Most of the participants say that brand image has influence in their buying behavior.

3. Brand image plays an important role when it comes to the decision of the consumers

due to its eye-catching element that will truly capture the taste in the product.
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4. Other participants response that the decision of the consumer will depend on their personal

preference or if the brand has a good quality.

c.) Recommendations

Based on the findings and conclusions formulated in this research, the following

recommendations are hereby proposed by the researchers:

1. For the students, the researchers recommend that the students should be aware of the

brand image for them to have a better perspective about the product and for them to know what

to buy and what to not.

2. Companies must innovate and be creative to their brand image to make the product

more attractive. They can also know how brand image affects customer choice and gain

customer loyalty due to branding.

3. For the future researchers they can rely upon this study as a guide or as a basis for

further studies or improve this study by adding new information and discovery about the subject

matter; a study about the impact about the brand image in the buying behavior of the consumers.

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of American Academy of Business.

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Predictor of Satisfaction and Loyalty for Backpacker Hostels. Marketing Intelligence &
 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

Planning.

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Marketing Strategy

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 University of San Agustin
SENIOR HIGH SCHOOL DEPARTMENT
General Luna Street, Iloilo City

APPENDIXES