CHAPTER I

1.1. Introduction

Mobile phone is the first thing we touch in the morning and last thing we see before bed.

The development of mobile phones and technologies has been an extended history of innovation

and advancements cropped up due to dynamic changes in consumers’ needs and preferences.

Among these developments, mobile devices had one of the fastest household adoption rates of

any technology in the world’s modern history (Comer and Wickle, 2008). In present time,

mobile phones become very important part of human daily life and personal communication

across the globe.

In highly competitive mobile phone market manufacturers find additional competitive

edge to persuade consumers to choose their brand instead of other competitors. In influencing the

consumer’s buying decision, there are studies conducted to identify the factors that make

companies better than the others. These factors include; quality, price, brand name, memory,

style, phone functions, usability and entertainment (Ajaya Joshi; 2016; Zheng 2007, Huang,

2004)

Facing this reality, the researcher decided to conduct a new study, very similar and

connected to previous ones to know and to study the influencing factors on consumers’ buying

behavior of mobile phones in Bulacan State University, BSMath Business Applications students.

The researchers’ objective is to know the factors that underlying a person’s decision in

choosing a mobile phone(s) to use. At the end of this study, it will be possible to know the

perspective of the third year BSMBA students in choosing their mobile phones.

1
1.2. Background of the Study

The researcher chose this topic as being a millennial, mobile phone is known as the most

influencial thing that most of people wants to acquire. It is evident that today’s generation, most

of us owned mobile phone even kids and adults.

The title of this research came from the paper written last 2016. According to the said

study, the quality and the price of the mobile phone have impact on consumer’s buying decision.

Aside from this, other studies having the same subject were also been used by the researcher.

The difference is that in this study, the researcher used different respondents. It aimed to

assess the perspective of the third year BSMBA students in Bulacan State University on factors

that affects the consumer’s buying behavior of mobile phones.

1.3. Statement of the Problem

The purpose of this study is to know the influencing factors on buying behavior of mobile

phones in third year BSMath Business Applications students of Bulacan State University. It is

intended to answer the questions:

 What are the influencing factors on consumer’s buying decision of mobile phones?

 Is the quality of the phone influenced the consumers in purchasing?

 Does price affects them in buying decision of mobile phones?

 What is the most important mobile phone function?

1.4. Hypotheses

H1: The quality have a positive influence on the consumer’s mobile phone buying

decision.

2
 H2: Price has a positive influence on consumer’s mobile phone buying behavior.

H3: Phone function ( Camera quality, Resolution and Loudspeaker ) have a positive

impact on the consumer’s buying decision.

H4: Product usability ( Internet Connection and Battery Life ) have huge impact on

consumers to acquire mobile phones.

1.5. Significance of the Study

The researcher conducted the study to gather information on consumers’ criteria on

mobile phones before purchasing. The results are expected to benefit the following:

BSMBA Third Year Students. The study will benefit the students and the youths on

how they will purchase a product specifically mobile phone. Through this study they will be able

to identify a particular and important factor that must be consider before purchasing.

Phone manufacturers. Through this research Phone manufacturers will be able to

identify the needs and wants of the consumer. Through this study they will be able to innovate

and produce more useful products for the user.

Consumers. Using this research it will help them how to make proper decision before

purchasing a product. They will able to tell the manufacturers on what are the phone they are

wishing for.

Future researcher. This study can serve as a guide for the future researcher and will

help them to come up for more important information that will lead for more efficient study.

3
1.6. Objectives of the Study

The primary objective of this research is to explore those influencing factors on

consumer’s buying decision in perspective of BSMBA 3rd year students. This study will provide

significant informations to the phone manufacturers to know the consumer’s preferences and

consumer’s behavior to get mobile phone market.

1.7. Scope and Delimitation

The study focused on how important are the said factors; quality, price, brand, memory,

style, phone function, usability and entertainment to the third year BSMBA students. Due to

limited time, the researcher randomly selected 86 students as respondents. They are strictly third

year students with the course of BSMath Business Applications.

This research limits only in Bulacan State University and to the BSMBA third year

students. This study considers the perspective of BA third year students about the behavior of

consumers on buying of mobile phones.

1.8. Definition of Terms

The following terms were provided by the researcher for the further understanding of the

research:

 BSMBA- Bachelor of Science in Mathematics major in Business Applications; students

of Bulacan State University.

 Consumers buying behavior- is the sum total of a consumer’s attitudes, preferences,

intentions, and decision regarding the consumer’s behavior in the marketplace when

purchasing a product or service.

4
 Mobile Phone- is a portable telephone that can make and receive calls over a radio

frequency link while the user is moving within a telephone service area.

5
CHAPTER III

3.1. Methods and Procedures

To be able to understand the consumer behavior of BS Mathematics Business

Applications students in Bulacan State University, the researcher decided to used quantitative

model. Survey form is being used to gathered quantitative datas on the different perspective of

the respondents about the influencing factors on consumer’s buying behavior of mobile phones.

3.1.1. Survey

The researcher conducted a survey strictly for the third year BSMBA students in Bulacan

State University to collect data regarding the said topic.

To start, the researcher think of what kind of survey to be used. Traditional survey form

was used afterwards. The researcher also think of who will be the respondents of the study. With

the used of Slovin’s Formula the researcher get 86 respondents.

The researcher also think of what type of questionnaire to be used. And also the questions

to be included in the survey form. It ended up with the used of Likert scale questionnaire.

3.2. Respondents

The target population of this study is the third year BSMBA students of Bulacan State

University with a count of 110. The researcher came up with 78% of the population which is 86.

This sample is determined with ±5.0% margin of error. This is due to limited time and resources

the researcher had. The computation of the sample size is shown as follows:

6
 Slovin’s Formula

𝑵
n=
𝟏+𝑵𝒆²

𝟏𝟏𝟎
n= n = sample size
𝟏+(𝟏𝟏𝟎)(𝟓%)²
N = population size
𝟏𝟏𝟎
n= e = margin of error
𝟏+𝟎.𝟐𝟕𝟓

𝟏𝟏𝟎
n=
𝟏.𝟐𝟕𝟓

n = 86.27 or 86 samples

3.3. Instrumentation of Research

Primary Sources

In gathering data, the researcher conducted surveys that the researcher himself developed

with the guidance of previous related studies. The survey form consists of qualitative questions.

These were used by the researchers in collecting reliable data. (Refer to Appendix A for the

survey form)

Secondary Sources

The researcher used existing related studies as references in gathering additional data.

Dating from year 2004-2016, these studies had relevance to this research and were reliable since

the individuals who conducted the previous studies had the chance to interview and gather much

reliable data from the people who were greatly connected to the topic.

7
3.4. Research Design

The researcher utilized a descriptive method of research in conducting the study. The

method was used to find existing facts that shall serve as an data process in the research.

Descriptive research are valuable in providing facts on which scientific judgment may be based,

providing methods and procedures

3.5. Statistical Tools

Percentage

In analyzing the data gathered from the survey, statistical treatments were used. The

formula used is as follows:

x = respondent’s answer

∑ 𝒙 = sum of answers
∑𝒙
Percentage = × 100
𝑻
T = total number of

respondents

Measures of Central Tendencies

Mean

This is the most popular and commonly used measure of central tendency, also known as

the average. It is the sum of all given values in a distribution divided by the number of

observations.

8
POPULATION MEAN:

μ = Population Mean
μ = ( Σ Xi ) / N ( Σ Xi ) = some of all scores in
the population
N= total number of individuals
or cases in the population.

SAMPLE MEAN:

x̄ = ( Σ xi ) / n x̄ = Sample Mean
( Σ xi ) = sum of all x values
n = number of items in the
sample

Mode

The "mode" is the value that occurs most often. If no number in the list is repeated, then

there is no mode for the list.

Correlation/Pearson R

Correlation is a statistical technique that can show whether and how strongly pairs of

variables are related.

9
CHAPTER IV

4.1. Results and Discussions

This part is about the data gathered through the questionnaires. The data gathered are

being discussed with the use of Statistical Package for Social Sciences (SPSS). The results can

help the readers to see and to know the different calculations of data gathered and it can be use to

know the respondent’s profile and their behavior on purchasing a mobile phone.

4.1.1 Respondents

AGE

Table 1. Age of Respondents

Frequenc Valid Cumulative
N Valid 86 y Percent Percent Percent
Missing 0 Valid 18 15 17.4 17.4 17.4
Mean 19.13 19 59 68.6 68.6 86.0
Mode 20 8 9.3 9.3 95.3
19
21 1 1.2 1.2 96.5
Std. Deviation 1.300 22 2 2.3 2.3 98.8
Variance 27 1 1.2 1.2 100.0
1.689 Total
86 100.0 100.0

Table 1 shows that there is 68.6% whose age is 19, 17.4% whose age is 18, 9.3% whose

age is 20, 2.3% whose age is 22, and the respondents whose age is 21 and 27 respectively has the

same percentage of 1.2%. Also, based on the other table, it seen that the mode is 19 which has

the highest percentage on table 1.

10
GENDER

Gender of Respondents
N Valid 86
Missing 0 Frequen Percen Valid Cumulative
Mean 1.73 cy t Percent Percent
Mode 2 Vali Male
Std. Deviation .445 23 26.7 26.7 26.7
d
Variance Femal
63 73.3 73.3 100.0
.198 e
Total
86 100.0 100.0

Table 2 shows that there are 73.3% of females and 26.7% of males out of 86 respondents.

And also on the other table it seen that the mode is 2 which represents female.

11
4.1.2 Interpretation of Data Gathered
 FREQUENCY
Table 3. QUALITY

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
1 1.2 1.2 1.2
Important
Very Important 11 12.8 12.8 14.0
Extremely
74 86.0 86.0 100.0
Important
Total 86 100.0 100.0

Table 3 shows the frequency of those who responded on how consumer take the quality

on consideration in purchasing a mobile phone. It can be seen that 86% being the highest

answered extremely important. The lowest percentage is 1.2% whose answer is somewhat

important.

Table 4. PRICE

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
9 10.5 10.5 10.5
Important
Very Important 37 43.0 43.0 53.5
Extremely
40 46.5 46.5 100.0
Important
Total 86 100.0 100.0

Table 4 shows the frequency of those who responded on how important the price of the

phone when purchasing it. Table 4 shows that 46.5% answered Extremely important while 43%

answered very important. So that we can conclude that most of the respondents gives importance

to the price of mobile phone when they purchased it.

12
Table 5. BRAND

Valid Cumulative
Frequency Percent Percent Percent
Valid Not Important 1 1.2 1.2 1.2
Slightly Important 1 1.2 1.2 2.3
Somewhat
23 26.7 26.7 29.1
Important
Very Important 26 30.2 30.2 59.3
Extremely
35 40.7 40.7 100.0
Important
Total 86 100.0 100.0

Table 5 shows how consumer take the brand name of mobile phones into consideration.

As table shows, it can be seen that 40.7% responded extremely important, 30.2% for very

important and 26.7% for somewhat important. As the table show, many consumer gives

importance to the brand name so much but some answered not important.

Table 6. MEMORY

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Slightly Important 2 2.3 2.3 2.3
Somewhat
5 5.8 5.8 8.1
Important
Very Important 23 26.7 26.7 34.9
Extremely
56 65.1 65.1 100.0
Important
Total 86 100.0 100.0

Table 6 corresponds to the respondents’ answer about the memory of the phone. If how

they rate the importance of the memory when choosing a mobile phone. It can be seen that

13
65.1% answered extremely important. Meaning to say most of the respondents take the memory

of the phone into consideration before or during purchasing.

Table 7. DESIGN

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Slightly Important 2 2.3 2.3 2.3
Somewhat
15 17.4 17.4 19.8
Important
Very Important 32 37.2 37.2 57.0
Extremely
37 43.0 43.0 100.0
Important
Total 86 100.0 100.0

Table 7 is about the design of the phone. Design is under the factor “style”. The

respondents are requested to give their rate on how they give significance on the design of the

phone when purchasing one. Table 7 shows that 43% of the respondents answered extremely

important and 2.3% which is the lowest answered slightly important.

Table 8. LARGE SCREEN

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Slightly Important 9 10.5 10.5 10.5
Somewhat
26 30.2 30.2 40.7
Important
Very Important 33 38.4 38.4 79.1
Extremely
18 20.9 20.9 100.0
Important
Total 86 100.0 100.0

Table 8 is about Large Screen. It is also under the factor “style”. This is to know if the

respondents choose a mobile phone with a large screen or not. But here in the data gathered it

14
can be seen that the percentage of each rate is quite the same. The highest rate is 38.4% which

corresponds to very important. To be followed by 30.2% which is somewhat important. By these

datas it may conclude that most of the consumer don’t buy phones just for the large screen factor.

TABLE 9. CAMERA QUALITY

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
5 5.8 5.8 5.8
Important
Very Important 24 27.9 27.9 33.7
Extremely
57 66.3 66.3 100.0
Important
Total 86 100.0 100.0

Table 9 talks about the phone’s camera quality. The table shows 66.3% answered

extremely important. So meaning to say, consumers look and check the camera quality before

purchasing. It can be seen that camera quality has a big impact to the mobile phone consumers.

Table 10. RESOLUTION

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
8 9.3 9.3 9.3
Important
Very Important 29 33.7 33.7 43.0
Extremely
49 57.0 57.0 100.0
Important
Total 86 100.0 100.0

Table 10 shows the frequency of whom answered how important is the resolution of the

phone when purchased. The table shows that 49 out of 86 respondents answered extremely

15
important. While there is 8 respondents who does not give so much importance when it comes to

the phone’s resolution.

Table 11. LOUDSPEAKER

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Not Important 1 1.2 1.2 1.2
Somewhat
12 14.0 14.0 15.1
Important
Very Important 35 40.7 40.7 55.8
Extremely
38 44.2 44.2 100.0
Important
Total 86 100.0 100.0

Table 11 shows the frequency of the respondents who answered the question regarding

the importance of loudspeaker when purchasing a mobile phone. From the table it can be seen

that 44.2% and 40.7% answered extremely important and very important respectively. Meaning,

the respondents are really giving importance to the class of speaker. Also 12 out of 86 answered

somewhat important.

Table 12. INTERNET CONNECTION

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
1 1.2 1.2 1.2
Important
Very Important 14 16.3 16.3 17.4
Extremely
71 82.6 82.6 100.0
Important
Total 86 100.0 100.0

Table 12 shows the respondents’s rate on how they give importance on the data

connection/internet connection of a mobile phone. 82.6% answered extremely important so it

16
may conclude that those who answered extremely important are into internet. 1.2% answered

somewhat important which is the lowest percentage.

Table 13. BATTERY LIFE

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
1 1.2 1.2 1.2
Important
Very Important 6 7.0 7.0 8.1
Extremely
79 91.9 91.9 100.0
Important
Total 86 100.0 100.0

Table 13 presents the respondent’s answer about the battery life. It can be seen at the

table that 91.9% or almost all of the respondents answered extremely important. And 1 out of 86

respondents answered somewhat important.

Table 14. GAMES

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Not Important 1 1.2 1.2 1.2
Slightly Important 8 9.3 9.3 10.5
Somewhat
27 31.4 31.4 41.9
Important
Very Important 25 29.1 29.1 70.9
Extremely
25 29.1 29.1 100.0
Important
Total 86 100.0 100.0

Table 14 shows the frequency of the respondent’s answer on how they rate the

importance of the games when purchasing a mobile phone. Game is under the entertainment

factor. On the table it can be seen that 29.1% answered extremely important which is equal to the

17
percentage of whom answer is very important. The highest percentage is 31.4% who answered

somewhat important.

Table 15. DOCUMENT READING/EDITING

Frequenc Valid Cumulative

y Percent Percent Percent
Valid Somewhat
5 5.8 5.8 5.8
Important
Very Important 22 25.6 25.6 31.4
Extremely
59 68.6 68.6 100.0
Important
Total 86 100.0 100.0

Table 15 shows the frequency of the respondent’s answer about the document

reading/editing. The highest rate is 68.6% which is equal to 59 respondents who answered

extremely important. 5.8% is the lowest rate who answered somewhat important.

18
4.1.3 CORRELATION

 CORRELATION BETWEEN AGE AND THE INFLUENCING FACTORS

CONSUMERS’ BUYING BEHAVIOR

Table 16. AGE AND QUALITY

Descriptive Statistics
Std.
Mean Deviation N
Age of
Respondents 19.13 1.300 86
QUALITY 4.85 .392 86

Correlations
Age of Respondents QUALITY
Age of Respondents Pearson Correlation 1 -.008
Sig. (2-tailed) .943
N 86 86
QUALITY Pearson Correlation -.008 1
Sig. (2-tailed) .943
N 86 86

Ho: There is no relationship between the age of the respondents and the quality of the

phone.

Ha: There is a relationship between the age of the respondents and the quality of the

phone.

Interpretation: Since the p-value is .943 which is greater than the level of significance at

0.05, it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the quality of the phone.

19
Table 17. AGE AND PRICE

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
PRICE 4.36 .667 86

Correlations
Age of
Respondents PRICE
Age of Respondents Pearson Correlation
1 -.067
Sig. (2-tailed) .538
N 86 86
PRICE Pearson Correlation
-.067 1
Sig. (2-tailed) .538
N 86 86

Ho: There is no relationship between the age of the respondents and the price of the

phone.

Ha: There is a relationship between the age of the respondents and the price of the phone.

Interpretation: Since the p-value is .538 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the price of the phone.

20
Table 18. AGE AND BRAND

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
BRAND 4.08 .910 86

Correlations

Age of Respondents BRAND

Age of Respondents Pearson Correlation
1 .001
Sig. (2-tailed) .992
N 86 86
BRAND Pearson Correlation
.001 1
Sig. (2-tailed) .992
N 86 86

Ho: There is no relationship between the age of the respondents and the brand of the

phone.

Ha: There is a relationship between the age of the respondents and the brand of the

phone.

Interpretation: Since the p-value is .992 which is greater than the level of significance at

0.05, it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the brand of the phone.

21
Table 19. AGE AND MEMORY

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
MEMORY 4.55 .714 86

Correlations
Age of
Respondents MEMORY
Age of Respondents Pearson Correlation
1 -.076
Sig. (2-tailed) .485
N 86 86
MEMORY Pearson Correlation
-.076 1
Sig. (2-tailed) .485
N 86 86

Ho: There is no relationship between the age of the respondents and the memory of the

phone.

Ha: There is a relationship between the age of the respondents and the memory of the

phone.

Interpretation: Since the p-value is .485 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the memory of the phone.

22
Table 20. AGE AND DESIGN

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
DESIGN 4.21 .813 86

Correlations
Age of
Respondents DESIGN
Age of Respondents Pearson Correlation
1 .119
Sig. (2-tailed) .275
N 86 86
DESIGN Pearson Correlation
.119 1
Sig. (2-tailed) .275
N 86 86

Ho: There is no relationship between the age of the respondents and the design of the

phone.

Ha: There is a relationship between the age of the respondents and the design of the

phone.

Interpretation: Since the p-value is .275 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the design of the phone.

23
Table 21. AGE AND LARGE SCREEN

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
LARGE SCREEN 3.70 .921 86

Correlations
Age of
Respondents LARGE SCREEN
Age of Respondents Pearson Correlation
1 .219*
Sig. (2-tailed) .042
N 86 86
LARGE SCREEN Pearson Correlation
.219* 1
Sig. (2-tailed) .042
N 86 86
*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the age of the respondents and the screen size of the

phone.

Ha: There is a relationship between the age of the respondents and the screen size of the

phone.

Interpretation: Since the p-value is .042 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the age of the

respondents and the screen size of the phone.

24
Table 22. AGE AND CAMERA QUALITY

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
CAMERA
4.60 .600 86
QUALITY

Correlations
Age of CAMERA
Respondents QUALITY
Age of Respondents Pearson Correlation
1 .066
Sig. (2-tailed) .548
N 86 86
CAMERA QUALITY Pearson Correlation
.066 1
Sig. (2-tailed) .548
N 86 86

Ho: There is no relationship between the age of the respondents and the camera quality of

the phone.

Ha: There is a relationship between the age of the respondents and the camera quality of

the phone.

Interpretation: Since the p-value is .548 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the camera quality of the phone.

25
Table 23. AGE AND RESOLUTION

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
RESOLUTION 4.48 .664 86

Correlations
Age of
Respondents RESOLUTION
Age of Respondents Pearson Correlation
1 .051
Sig. (2-tailed) .640
N 86 86
RESOLUTION Pearson Correlation
.051 1
Sig. (2-tailed) .640
N 86 86

Ho: There is no relationship between the age of the respondents and the resolution of the

phone.

Ha: There is a relationship between the age of the respondents and the resolution of the

phone.

Interpretation: Since the p-value is .640 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the resolution of the phone.

26
Table 24. AGE AND LOUD SPEAKER

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
LOUD SPEAKER 4.27 .789 86

Correlations
Age of
Respondents LOUD SPEAKER
Age of Respondents Pearson Correlation
1 -.172
Sig. (2-tailed) .114
N 86 86
LOUD SPEAKER Pearson Correlation
-.172 1
Sig. (2-tailed) .114
N 86 86

Ho: There is no relationship between the age of the respondents and the range of the

speaker.

Ha: There is a relationship between the age of the respondents and the range of the

speaker.

Interpretation: Since the p-value is .114 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the range of the speaker.

27
Table 25. AGE AND INTERNET CONNECTION

Descriptive Statistics
Std.
Mean Deviation N
Age of Respondents 19.13 1.300 86
INTERNET
4.81 .420 86
CONNECTION

Correlations

Age of INTERNET
Respondents CONNECTION
Age of Respondents Pearson Correlation
1 -.021
Sig. (2-tailed) .851
N 86 86
INTERNET CONNECTION Pearson Correlation
-.021 1
Sig. (2-tailed) .851
N 86 86

Ho: There is no relationship between the age of the respondents and the importance of

having internet connection of the phone.

Ha: There is a relationship between the age of the respondents and the importance of

having internet connection of the phone.

Interpretation: Since the p-value is .851 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the importance of having internet connection of the phone.

28
Table 26. AGE AND BATTERY LIFE

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
BATTERY LIFE 4.91 .330 86

Correlations
Age of
Respondents BATTERY LIFE
Age of Respondents Pearson Correlation
1 -.027
Sig. (2-tailed) .807
N 86 86
BATTERY LIFE Pearson Correlation
-.027 1
Sig. (2-tailed) .807
N 86 86

Ho: There is no relationship between the age of the respondents and the battery life of the

phone.

Ha: There is a relationship between the age of the respondents and the batter life of the

phone.

Interpretation: Since the p-value is .807 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the battery life of the phone.

29
Table 27. AGE AND GAMES

Descriptive Statistics
Std.
Mean Deviation N
Age of
19.13 1.300 86
Respondents
GAMES 3.76 1.017 86

Correlations
Age of
Respondents GAMES
Age of Respondents Pearson Correlation
1 -.083
Sig. (2-tailed) .448
N 86 86
GAMES Pearson Correlation
-.083 1
Sig. (2-tailed) .448
N 86 86

Ho: There is no relationship between the age of the respondents and the importance of

having games on the phone.

Ha: There is a relationship between the age of the respondents and the importance of

having games on the phone.

Interpretation: Since the p-value is .448 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the age

of the respondents and the importance of having games on the phone.

30
Table 28. AGE AND DOCUMENT READING/EDITING

Descriptive Statistics
Std.
Mean Deviation N
Age of Respondents 19.13 1.300 86
DOCUMENT
4.63 .595 86
READING/EDITING

Correlations

DOCUMENT
Age of READING/EDIT
Respondents ING
Age of Respondents Pearson Correlation
1 -.257*
Sig. (2-tailed) .017
N 86 86
DOCUMENT Pearson Correlation
-.257* 1
READING/EDITING
Sig. (2-tailed) .017
N 86 86
*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the age of the respondents and the importance of

having document reading/editing on the phone.

Ha: There is a relationship between the age of the respondents and the importance of

having document reading/editing on the phone.

Interpretation: Since the p-value is .017 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the age of the

respondents and the importance of having document reading/editing on the phone.

31
4.1.3 CORRELATION

 CORRELATION BETWEEN GENDER AND THE INFLUENCING FACTORS ON

CONSUMERS’ BUYING BEHAVIOR

Table 29. GENDER AND QUALITY

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
QUALITY 4.85 .392 86

Correlations
Gender of
Respondents QUALITY
Gender of Respondents Pearson Correlation
1 .035
Sig. (2-tailed) .747
N 86 86
QUALITY Pearson Correlation
.035 1
Sig. (2-tailed) .747
N 86 86

Ho: There is no relationship between the gender of the respondents and the quality of the

phone.

Ha: There is a relationship between the gender of the respondents and the quality of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the quality of the phone.

32
Table 30. GENDER AND PRICE

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
PRICE 4.36 .667 86

Correlations
Gender of
Respondents PRICE
Gender of Respondents Pearson Correlation
1 .091
Sig. (2-tailed) .406
N 86 86
PRICE Pearson Correlation
.091 1
Sig. (2-tailed) .406
N 86 86

Ho: There is no relationship between the gender of the respondents and the price of the

phone.

Ha: There is a relationship between the gender of the respondents and the price of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the price of the phone.

33
Table.31 GENDER AND BRAND

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
BRAND 4.08 .910 86

Correlations
Gender of
Respondents BRAND
Gender of Respondents Pearson Correlation
1 -.091
Sig. (2-tailed) .406
N 86 86
BRAND Pearson Correlation
-.091 1
Sig. (2-tailed) .406
N 86 86

Ho: There is no relationship between the gender of the respondents and the brand of the

phone.

Ha: There is a relationship between the gender of the respondents and the brand of the

phone.

Interpretation: Since the p-value is .406 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the brand of the phone.

34
Table. 32 GENDER AND MEMORY

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
MEMORY 4.55 .714 86

Correlations
Gender of
Respondents MEMORY
Gender of Respondents Pearson Correlation
1 .132
Sig. (2-tailed) .225
N 86 86
MEMORY Pearson Correlation
.132 1
Sig. (2-tailed) .225
N 86 86

Ho: There is no relationship between the gender of the respondents and the memory of

the phone.

Ha: There is a relationship between the gender of the respondents and the memory of the

phone.

Interpretation: Since the p-value is .225 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the memory of the phone.

35
Table 33. GENDER AND DESIGN

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
DESIGN 4.21 .813 86

Correlations
Gender of
Respondents DESIGN
Gender of Respondents Pearson Correlation
1 .091
Sig. (2-tailed) .403
N 86 86
DESIGN Pearson Correlation
.091 1
Sig. (2-tailed) .403
N 86 86

Ho: There is no relationship between the gender of the respondents and the design of the

phone.

Ha: There is a relationship between the gender of the respondents and the design of the

phone.

Interpretation: Since the p-value is .403 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the design of the phone.

36
Table 34. GENDER AND LARGE SCREEN

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
LARGE SCREEN 3.70 .921 86

Correlations
Gender of LARGE
Respondents SCREEN
Gender of Respondents Pearson Correlation
1 -.085
Sig. (2-tailed) .438
N 86 86
LARGE SCREEN Pearson Correlation
-.085 1
Sig. (2-tailed) .438
N 86 86

Ho: There is no relationship between the gender of the respondents and the screen size of

the phone.

Ha: There is a relationship between the gender of the respondents and the screen size of

the phone.

Interpretation: Since the p-value is .438 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the screen size of the phone.

37
Table 35. GENDER AND CAMERA QUALITY

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
CAMERA
4.60 .600 86
QUALITY

Correlations
Gender of CAMERA
Respondents QUALITY
Gender of Respondents Pearson Correlation 1 .216*
Sig. (2-tailed) .046
N 86 86
CAMERA QUALITY Pearson Correlation .216* 1
Sig. (2-tailed) .046
N 86 86
*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the gender of the respondents and the camera

quality of the phone.

Ha: There is a relationship between the gender of the respondents and the camera quality

of the phone.

Interpretation: Since the p-value is .046 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the gender of the

respondents and the camera quality of the phone.

38
Table 36. GENDER AND RESOLUTION

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
RESOLUTION 4.48 .664 86

Correlations
Gender of
Respondents RESOLUTION
Gender of Respondents Pearson Correlation
1 .118
Sig. (2-tailed) .279
N 86 86
RESOLUTION Pearson Correlation
.118 1
Sig. (2-tailed) .279
N 86 86

Ho: There is no relationship between the gender of the respondents and the resolution of

the phone.

Ha: There is a relationship between the gender of the respondents and the resolution of

the phone.

Interpretation: Since the p-value is .279 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the resolution of the phone.

39
Table 37. GENDER AND LOUD SPEAKER

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
LOUD SPEAKER 4.27 .789 86

Correlations
Gender of LOUD
Respondents SPEAKER
Gender of Respondents Pearson Correlation
1 -.162
Sig. (2-tailed) .135
N 86 86
LOUD SPEAKER Pearson Correlation
-.162 1
Sig. (2-tailed) .135
N 86 86

Ho: There is no relationship between the gender of the respondents and the range of the

speaker.

Ha: There is a relationship between the gender of the respondents and the range of the

speaker.

Interpretation: Since the p-value is .135 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the range of the speaker.

40
Table 38. GENDER AND INTERNET CONNECTION

Descriptive Statistics
Std.
Mean Deviation N
Gender of Respondents 1.73 .445 86
INTERNET
4.81 .420 86
CONNECTION

Correlations

Gender of INTERNET
Respondents CONNECTION
Gender of Respondents Pearson Correlation
1 .234*
Sig. (2-tailed) .030
N 86 86
INTERNET CONNECTION Pearson Correlation
.234* 1
Sig. (2-tailed) .030
N 86 86
*. Correlation is significant at the 0.05 level (2-tailed).

Ho: There is no relationship between the gender of the respondents and the importance of

having an internet connection of phone.

Ha: There is a relationship between the gender of the respondents and the importance of

having an internet connection of phone.

Interpretation: Since the p-value is .030 which is less than the level of significance at

0.05, reject the null hypothesis (Ho). Then, there is a relationship between the gender of the

respondents and the importance of having an internet connection of phone.

41
Table 39. GENDER AND BATTERY LIFE

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
BATTERY LIFE 4.91 .330 86

Correlations
Gender of BATTERY
Respondents LIFE
Gender of Respondents Pearson Correlation
1 .149
Sig. (2-tailed) .171
N 86 86
BATTERY LIFE Pearson Correlation
.149 1
Sig. (2-tailed) .171
N 86 86

Ho: There is no relationship between the gender of the respondents and the battery life of

the phone.

Ha: There is a relationship between the gender of the respondents and the battery life of

the phone.

Interpretation: Since the p-value is .171 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the battery life of the phone.

42
Table 40. GENDER AND GAMES

Descriptive Statistics
Std.
Mean Deviation N
Gender of
1.73 .445 86
Respondents
GAMES 3.76 1.017 86

Correlations
Gender of
Respondents GAMES
Gender of Respondents Pearson Correlation
1 -.068
Sig. (2-tailed) .534
N 86 86
GAMES Pearson Correlation
-.068 1
Sig. (2-tailed) .534
N 86 86

Ho: There is no relationship between the gender of the respondents and the importance of

games on the phone.

Ha: There is a relationship between the gender of the respondents and the importance of

games on the phone.

Interpretation: Since the p-value is .534 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the importance of games on the phone.

43
Table 41. GENDER AND DOCUMENT READING/EDITING

Descriptive Statistics
Std.
Mean Deviation N
Gender of Respondents 1.73 .445 86
DOCUMENT
4.63 .595 86
READING/EDITING

Correlations

DOCUMENT
Gender of READING/E
Respondents DITING
Gender of Respondents Pearson Correlation
1 .020
Sig. (2-tailed) .858
N 86 86
DOCUMENT Pearson Correlation
.020 1
READING/EDITING
Sig. (2-tailed) .858
N 86 86

Ho: There is no relationship between the gender of the respondents and the importance of

having a document reading/editing on the phone.

Ha: There is a relationship between the gender of the respondents and the importance of

having a document reading/editing on the phone.

Interpretation: Since the p-value is .858 which is greater than the level of significance at

0.05 it is failed to reject the null hypothesis (Ho). Then, there is no relationship between the

gender of the respondents and the importance of having a document reading/editing on the

phone.

44
 FACTORS INFLUENCING CONSUMER
BUYING BEHAVIOR
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Extremely Important Very Important Somewhat Important

Slightly Important Not Important

Figure 1. FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

For this, matrix style question was asked which had five options. They were: extremely

important, very important, somewhat important, slightly important, and not important. According

to the survey result, battery life of mobile phone is extremely important to the consumers which

is 92% of the 86 respondents, whereas games and large screen are not so important. Quality,

45
being the second to the highest percentage, 86% responded extremely important. Internet

connection also gives an important role being as the influential factors on consumers buying

behavior. Document reading/editing, camera quality, and memory have huge impact on

consumers. The percentage gathered are 69%, 66%, and 65% respectively and they are

somewhat similar. Price, which was believed to be extremely important factor is not considered

to be even very important when compared to brand, design, and loudspeaker. Also, it can be

concluded that consumers are willing to buy the mobile phone which is of high quality despite

the high price.

46
CHAPTER IV

5.1. CONCLUSION

The main purpose of this study was to know and investigate the underlying factors that

determine the mobile phone buying behavior of consumers in perspective of BSMBA third year

students of Bulacan State University. The aim was to examine the purchasing behavior of

consumers on mobile phones.

After analyzing the findings based on surveys conducted, the result shows that there is

really important and influencing factors on consumers’ buying decision of mobile phones. The

questions stated on Chapter I have been answered. The question: What are the influencing

factors on consumer’s buying decision of mobile phone? The finding shows that: Quality, price,

brand, memory, design, camera quality, resolution, loudspeaker, internet connection, battery life,

and document reading/editing are the most influential factors. While games and screen size are

not that important. Also it can be seen that the hypotheses stated in Chapter I, are also proven

true. The quality of the phone influenced the consumers in purchasing. Price affects the

consumers in buying decision. Consumers are willing to buy even the product is of high price for

a change of high quality. Camera is the most important function according to the data gathered.

Also in this chapter, we can conclude that there is a relationship between the age of the

respondents and some factors stated. According to the findings using correlation/Pearson R there

is relationship between the age of respondents and the screen size. Also there is relationship

between the age of respondents and having document reading/editing on the phone. Furthermore,

it was found out that there is relationship between the gender of respondents and some factors.

Those factors are the quality of the camera and having an internet connection of the phone.

47
5.2. RECOMMENDATIONS

After a thorough analysis of data, the following recommendations are hereby made:

1. To the mobile phone manufacturers that are interested to establish their market or those

who have already set the market but are planning to expand their business should focus

on their product quality and enhance the features. Companies should launch mobile

phone with better battery life as this could very beneficial to the consumers. Also they

should launch a mobile phone with a big memory capacity and a good and high quality of

camera as this could very beneficial to the consumers that are “selfie” addict. In addition

companies should also produce a mobile phone which can quickly access the internet

connect as we considered it as the new trend in todays generation.

2. To the consumers that are planning to purchase a mobile phone, be aware that when you

purchase one with high quality it also in a high cost. So be willing to spend money for a

change of a high and good mobile phone.

3. For the future researchers with the same topic:

(a) Allot more time in conceptualizing. A month or two is not enough since you will

tackle a broad topic.

(b) In constructing the survey form, make questions that are related to the respondents’

generation. Also, the questions should be clear and understandable to avoid

confusion, and to prevent wrong response that will lead to inaccurate data.

(c) When gathering more data, it is better to have first-hand information for a more

accurate result.

48
APPENDICES

49
 APPENDIX A

SURVEY FORM

Bulacan State University

College of Science
City of Malolos, Bulacan

Influencing Factors on Consumers

Buying Behavior of Mobile Phones
(A research on the buying behavior of 3rd year BSMBA Students in Bulacan State University)

Name (Optional):________________________________________________ Age:____________________

Course/Yr.&Sec.:____________________________Gender:________________________

QUESTION: How important are the following factors when you bought your mobile phone? Choose your answers by
putting a check on their respective boxes.

FACTORS EXTREMELY VERY SOMEWHAT SLIGHTLY NOT

IMPORTANT IMPORTANT IMPORTANT IMPORTANT IMPORTANT

Quality
Price
Brand
Memory

Style:

Design
Large Screen

Phone Function:

Camera
Quality
Resolution
Loud-speaker

Usability:

Internet
Connection
Battery Life

Entertainment:

Games
Document
Reading/
Editing

_________________________
Signature

50
 APPENDIX B

PICTURES TAKEN DURING SURVEY

Some respondents answering the survey form in Room 206 of Federizo Hall

51
BIBLIOGRAPHY

WEBSITES

Ajaya Joshi (April 5, 2016)

https://www.theseus.fi/bitstream/handle/10024/109259/Shrestha_Sabnam.pdf?sequence=

Mesay Sata Shanka (October 2013). “Factors Affecting Consumers’ Buying Behavior of Mobile

Phones.”

https://www.researchgate.net/publication/283016711_Factors_Affecting_Consumer_Buy

ing_Behavior_of_Mobile_Phone_Devices

Shrestha, Sabnam (2016). “Influencing Factors on Consumers’ Buying Behavior of Smart

Phones.”

http://www.theseus.fi/handle/10024/109259

Jonathan Comer and Thomas Wikle (February 10,2011). “Worldwide Diffusion of the Cellular

Tellephone, 1995-2005”

https://www.tandfonline.com/doi/abs/10.1080/00330120701836303

52